Pride 2006: Now a Market, Not a Movement

Indeed, it was volunteers, not money which made the event, last June 24 and 25, memorable. In fact, the near, if not more than, million dollar “Pride” corporation budget is used to fuel a market not a movement. After salaries, the big money goes to erecting a huge chain link fence to surround Civic Center and other costs to further successful product positioning. Corporate fluffing never ceases. The live parade telecast was over at 12:30, freezing out almost half the participants. Corporate interests are in. Possibly offensive contingents, including Mister Marcus, and most San Francisco openly gay elected officials were out.


In the 194 contingent parade, Supervisor Tom Ammiano was 141st. Supervisor Bevan Dufty was unit #151. Gay Board of Education member Mark Sanchez was position at #173 and Community College Board member Lawrence Wong was just 18 units from the parade’s end at #176.

Marcus and Leather Pride were #137 and the South Of Market Bare Chest Calendar, sponsored by Miller Beer, not an “official” Pride sponsor, was #138.

The Chronicle and SFGate, both principal sponsors reported, “San Francisco's gay pride festivities have two dozen corporate sponsors, including Bud Light, Delta Airlines, Travelocity, Comcast, Wells Fargo, San Francisco Toyota, Bank of America, MasterCard, Diet Pepsi and Showtime, which pay about $10,000 for a parade entry and $8,000 for a booth. For several sponsors, $10,000 is just “get in the door money.” Several companies put out $50,000 to be listed as sponsor.

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