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The upside of the downturn is that Waikiki is going to have to reach out to a wider population, and move their focus beyond just Japanese Shoppers and American Upper Middle Class Families. They're going to have to acknowledge that bohemians and artists and queers and club kids and other tribes exist, and are even more likely to travel when times are tough.

At least, that's my theory.

When they renovated the Ilikai I suggested to one of the investors - gay himself - that a low-key gay bar would work on that side of town. He shuddered in horror. Gays were bad for business, the whole hotel would get a 'reputation,' the families would stay away ... you get the idea. Money trumps loyalty.

RumFire, the former Esprit Lounge, is the first to take aim at a gay crowd. Too bad their aim was off. They missed, badly. This was in my in-box this morning:

The party itself is called Phoenix—tagline is “Get your flame on…” So, while the party definitely caters to the gay community—it is not exclusively a gay party… We want to include everyone and anyone who wants to have a good time in a beautiful outdoor venue like RumFire. You can dance around a firepit into the Sunset… while being oceanfront with the best view of Diamond Head with a martini in one hand… and your Gucci man-purse in the other! Russell Tanoue - fashion photographer extraordinaire - is helping out, as is Dr. RJ Matyas who is leaving Hawaii!!! We are offering bottle service provided by SKYY as well as drink specials.

If I even had a man-purse I would bitch slap the promoters with it. I expect the follow-up email will complete the Sex-in-the-Wannabe stereotype by offering Deconstructed Cosmos and referring to Jimmy Choos.