Palm Springs, CA
If you ever have a conversation with Phil Sacino, the newest owner of the Gay Business Directory, you automatically get a sense of his strong dedication to the LGBTQIA+ community. In April of 2023, Sacino acquired GBD formerly known as the Palm Springs Gay Yellow Pages Business Directory which is the oldest LGBTQ friendly business resource in the desert.
Recently, I got to sit down with Phil Sacino at Koffi in South Palm Springs and learn about the history, contributions, and future of the Gay Business Directory. Here is our conversation:
Thanks for talking with the Palm Springs Tribune. Can you share a little bit of history of the Gay Business Directory in Palm Springs?
Community Publishing Group started in 1993 by printing the first and oldest LGBTQ friendly business resource for the desert communities – the Palm Springs Gay Yellow Pages Business Directory (yes it was a long name). Moving to the Coachella Valley in 1992, David and Dan, the founders, discovered that there wasn’t a print resource of gay friendly businesses and organizations that embraced and did not discriminate. Or worse yet, hate, humiliate or harm someone, especially if entering someone’ home. So, they published one themselves, or rather, 31, I should say. 31 Years later, 75% of our supporters have been with us 10 years or longer and are still growing. Many are gay owned, many are not, but all are friendly and want to show support for our diverse desert community.
In the nineties and for many years, “yellow pages” was synonymous as the only resource as the internet was in its infancy. David and Dan chose to include yellow pages as it was immediately known that it was a gay resource. The big difference then and now is that all listings in our directory are paid advertiser members. It ensures all our advertising members care about helping our LGBTQ community and not just for their dollars.
Typically, phone books and even online sites like google and yelp, list all business in the local area and then sell advertising to any that will buy a listing/ad. So, you end up with a massive doorstep of a book printed on almost tissue paper in a font size that is just useless. The reader/viewer can easily find what they are looking for in large print font.
Paid advertiser members only – we don’t “scrape” for every business in the area and then list all of them in print and online. Only advertising members who choose to support our LGBTQ community are in the directory.
How did you become involved with its leadership?
In 2022, I met David and Dan who were searching for a successor for the directory so they could retire. To help with the ownership transition and to provide me the opportunity to see where I could take the directory for the next 30 years, I helped them with the business development of the 2023 print edition. We completed the acquisition in April of 2023. In turn, both helped me substantially with the production of the current 2024 edition.
(Phil Sacino, Owner of the Gay Business Directory Palm Springs)
In what ways does the directory contribute to the broader LGBTQ+ community in Palm Springs, beyond its role in promoting businesses?
First and foremost, our directory is a business and community resource not a gay entertainment directory or gay map guide. With the new addition of LGBTQ+ in history tidbits it now also serves as an information resource about the LGBTQ community in the past and present. (perhaps see the memorial for Lauri Carlton on page 37 https://publuu.com/flip-book/252794/597499/page/36)
The Gay Business Directory in Palm Springs goes beyond simply promoting LGBTQ+ businesses. It acts as a vibrant hub that strengthens the community in several ways. It fosters visibility and representation, ensuring LGBTQ+ businesses are seen and celebrated, contributing to a more inclusive local economy. It builds connections and networks, facilitating collaboration and support among LGBTQ+ entrepreneurs and professionals. This can lead to knowledge sharing, resource exchange, and even joint ventures, propelling individual and collective success. Thirdly, the directory serves as a valuable resource for LGBTQ+ consumers, guiding them towards safe and welcoming spaces for their needs, be it shopping, dining, or seeking professional services. This fosters a sense of belonging and community within the diverse LGBTQ+ population.
Where are the physical directories located?
Our annual print directories are distributed and replenished throughout the desert valley at over 100 locations by a distribution company. You’ll find them in places like select stores of CVS, Jensen’s Foods, Grocery Outlet, restaurants like Rick’s Restaurant, Manhattan In The Desert, retail shops, car washes, some popular nightclubs and more. We don’t throw or stuff the directories on random doorsteps or in someone’s mailbox like phone books or city magazines that are promptly thrown away and our member’s advertising with it. They are voluntarily picked up, taken home and used throughout the year or they are simply not taken. Just like our advertising members, our readers may or nor be LGBTQ but want a trusted resource to find what ever and whenever they need.
Can you highlight any successful initiatives or projects that the directory has undertaken recently?
Several successful initiatives and projects were implemented in 2023 resulting in 25% growth from 2022. (and more additions to come in 2024). Branding cohesiveness was number one. First was reducing and dropping the yellow pages name since it has become outdated and not what we really are. Gay Business Directory and GayBusinessDirectory.com
A new and consistent logo/name for the book and the online site.
Heavier stock paper with higher print resolution by a new USA-based print company with true state of the art equipment. Though printed on white paper we kept the yellow around the ads to make them “pop” when viewing and still retains a little nostalgia midcentury look and feel.
Boost Readability by combining a directory and a magazine. Inside, GBD we now share our past diversities with everyone LGBTQ or not. From local to around the world you’ll find pictures, fun facts, stories, tidbits and LGBTQ+ heroes throughout time. I hope everyone, including our younger community, LGBTQ or not find something they didn’t know. And while reading throughout the book, they may see a supporting business they didn’t know about as well.
Major investment in our new robust website. GayBusinessDirectory.com AKA MyGBD.com was launched in July 2023. The site provides an incredible easy and aesthetically beautiful look for the visitor and for our advertising members. For our listing members, they have their own dashboard to add content, pictures, videos, contact information, direct link to their website and much more.
We’re here to Help not yelp. We have made the site to be positivity driven. Social media and even neighborhood sites have become unruly. All reviewers must have a verifiable email address, and all are screened before going online live. Should there be an issue of any kind with one of our advertising members, we relay the review to the advertiser member right away. Nine times out of 10 times a business can work with the customer/client to make it right. Our members truly applauded our no negative review policy. It also prevents any negative postings about our LGBTQ+ community.
How do you measure the success and impact of the Gay Business Directory?
One key measurement is our advertising members. 75% of our members have been with GBD for 10 years or more. Several from the beginning. That is the most important gauge since it proves to be a valued asset to them year after year. As mentioned, we attained a 25% growth over 2022. So, we are retaining and growing at the same time.
In print we track the monthly take rate of our directory that is distributed throughout the valley. We can see how and where the directory is being taken home. Online we track the number of visitors both new and returning to the site, visits to each advertising member listing, member inquiries and more.
Who should join or read the Gay Business Directory?
The Gay Business Directory can be valuable for a variety of individuals and groups, depending on their needs and interests.
Individuals:
- LGBTQ+ consumers: This is the core audience, seeking businesses that are welcoming and cater to their specific needs and interests. They can find LGBTQ+ owned and operated businesses, as well as allies who are committed to diversity and inclusion.
- People seeking LGBTQ+ friendly businesses: This could include anyone who values inclusivity and wants to support businesses in return. This includes seasonal and full-time residents.
- Tourists and visitors: Those exploring the Coachella Valley can use the directory to discover restaurants, shops, attractions, and services that cater to our community. Especially people thinking of relocating here.
Businesses:
- LGBTQ+ owned or friendly businesses: Listing their business in the directory increases visibility and connects them with a diverse, affluent audience.
- Allies and businesses committed to diversity and inclusion: Listing shows their commitment to the LGBTQ+ community and attracts customers who value those principles.
Organizations:
- Both in print and online we have many organizations listed in our “Community Resource” section to help support in nearly all needs of our LGBTQ community.
- We offer special nonprofit advertising rates to help them in return.
- Overall, the Gay Business Directory is a valuable resource for anyone who wants to connect with or support the LGBTQ+ community, be it as a consumer, business owner, or organization.
For more information on the Gay Business Directory, click here.