AsiaSF / Palm Springs Rebrands as The Sonoran Event Venue
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AsiaSF / Palm Springs Rebrands as The Sonoran Event Venue
26 September 2022 – Palm Springs, CA: Almost immediately after a spectacular opening in January 2020, AsiaSF/Palm Springs (www.asiasf.com) — the SoCal branch of the storied San Francisco restaurant and cabaret featuring performances by the world-famous transgender Ladies of AsiaSF – was forced to close in the onslaught of COVID, like tens of thousands of restaurants around the country. After several courageous attempts at a “reboot”, however, the model of dinner plus show proved untenable. Beginning this month, AsiaSF/Palm Springs has ceased operations as a day-to-day restaurant and club, and switched to a business model of special event hosting, providing a preeminent location known as The Sonoran Event Venue which includes spectacular indoor and outdoor options with pool and cabanas. Complete food and beverage service will also be available for all events.
“This has been a very challenging and difficult transition for us, but we look forward to continuing the success we’ve achieved with our special event bookings,” said Larry Hashbarger, Founder and CEO of AsiaSF, noting that occasional one-off “pop up” versions of the AsiaSF experience may continue in the Palm Springs area. “We are so incredibly grateful to the thousands of people who have visited us over the last two years, and greatly appreciative of the support given us by our fellow business owners, the Palm Springs Chamber of Commerce, Visit Greater Palm Springs, the Desert Business Association and all of our promotional and marketing partners especially KGAY Radio and Gay Desert Guide. We are especially humbled by the support and encouragement of the Palm Springs City Government during our initial opening, and during our post-COVID attempts at relaunch, with special acknowledgement to Lisa Middleton.”
Operations at the original AsiaSF in San Francisco, now in its 25th record breaking year, are not impacted by the transition in Palm Springs. In addition, several previously booked special events at AsiaSF/Palm Springs, including next month’s Equality California event, will continue as previously contracted and booked.
In the coming weeks, further details on events, prices and availabilities at the Sonoran will be made available and posted online.