BY LYDIA MARTIN, firstname.lastname@example.org
Since the Lords opened in late November (formerly the Nash Hotel,) the media has frothed about it being the first gay boutique hotel chain in America — although there is only the one property so far. And the Lords is hardly the first hotel to cater to a gay clientele. Not nationally, and not in South Florida.
But it used to be that mention of a gay hotel immediately conjured images of — well, never mind the images. Never mind the sad décor, the sorry bar scenes, the seedy goings-on.
“Even some of my friends said, ‘Oh my God, this place is actually nice,’” says Brian Gorman, the Lords’ always-chipper founder, who these days is focused on expanding the brand. He says the second Lords will open either in New York or San Francisco and that he’s close to signing deals on both coasts.
“Some people said, ‘We didn’t want to book here because honestly, we didn’t really know what to expect.’ They wanted to see rooms first,” says Gorman, 35, who is committed to getting gays and lesbians to change the tape on what it means to stay in a gay hotel. “When we were opening, some people asked, ‘Is this place going to be clothing-optional?’ No, it’s clothing. And try to make it cute clothing.’’