Original
version, January 2010.
Part I: the early
years
Part II: post WWII
In 1946, Joe, and other club owners, were having problems
with the Board of Fire Prevention and Investigation after a fire at the Herbert
Hotel and Backstage Cocktail Lounge in which four firemen had lost their lives. Temporarily the number of patrons was limited
to 250, until required structural changes were made.
During this time Majorie was absent. On 16 July it was reported that she had
married another clubman, Percy Harman of San Mateo, in Calexico on the Mexican
border, but only four days later, back in San Francisco, she obtained a
separation and the restoration of her Finocchio name. She explained that immediately after the
marriage, Harman had pestered her for large sums of money.
In September 1947 a burglar entered the home of Joe and Marjorie and
took $40,000 in furs and a safe containing $15,000. While the break-in occurred at about 10.30
pm, it was not discovered until the 350lb house safe was discovered by a
motorist at 1:45am southwest of the city.
The safe had been punched open.
The Finocchios, still at the club were informed by the police, and
hurried home.
Howard Hughes grew bored with Pussy Katt. However, he did finance
a drag club for her in Acapulco which they called Finocchio’s South. In later years she performed at Madame
Arthur’s in Paris.
William
Stoffler, a San Francisco stockbroker, married and noted for his good looks,
became a dancer at Finocchio’s, and an occasional date of Howard Hughes. His suspicious wife discovered his second
life, and divorced him.
In 1948, the Finocchios sued four former employees, Ray
Bourbon, Jackie May, Johnnie Magnum, and Francis Russell, for putting out
records and advertising with the words “The new Bourbon Records presents the
world’s foremost female impersonators from Finocchio’s of San Francisco”. Later that year Joe and Marjorie travelled
together to England.
The 5th edition of Where to Sin in San
Francisco, 1948, asked “Is it true what they say about Finocchio’s?”, and
answered:
“Yes, it is. Even if the girls were women, the shows would be
provocative. But the artists in the costly gowns are not women. Without saying
what they are, twinkling Marjorie Finocchio does declare, “They’re the only
stable ones in the country.” Tall, beautiful, stable Freddie Renault, the
$200-a-week MC, has been here fourteen years. . . . Cute, Oriental Li Kar,
double stable after ten years, is both a dancer and the club’s costume
designer. . . . Stablest of all is Walter Hart, $275-a-week specialist in murky
songs.”
Walter
Hart, had been at Finocchios since 1933.
He was billed as the male Sophie Tucker, and the real Sophie Tucker was
delighted. She gave him many of the
gowns and furs he wore and never failed to catch his show when in the city. However in 1948, as Herb Caen wrote: “ After
15 solid years on the job, Entertainer Walter Hart is out of Finocchio’s, on
acct. some verbal twanging with Mrs. F. That’s sort of like the last ferry
leaving the Ferry Bldg”. However Hart
soon found employment at the Tivoli.
Lucian
Phelps took over the “male Sophie Tucker” persona, and, as with Walter
Hart, the real Sophie Tucker caught his act and sent him gowns and furs.
The 1949 San Francisco Real Property Directory listed only
Marjorie as the club owner.
By 1950 the City Directory listed Joseph and Eve Finocchio
living at the same address.
The local competition was the Black Cat Bar, which was
developing from being a bohemian and Beat bar, to being more gay. Jose
Sarria entered a competition to get a gig at Finocchio’s, but did not get
it, and then went to the Black Cat where he started as a waiter, and graduated
to being the major singer, openly gay, openly in drag, singing a re-working of
Bizet’s Carmen. Unlike
Finocchio’s, customers were permitted to dress as they chose. In 1951 the State Board of Equalization
suspended the Black Cat's liquor license in that known homosexuals
ate and drank there.
The other competition was Jewel
Box Revue, and many of the impersonator stars worked for both the Revue and
Finnochio’s at different times. As a
touring revue, the Jewel Box was in San Francisco only intermittently. However, even when the Revue was in
town, Finocchio’s was filled to capacity, four shows a night, six nights a
week, attracting locals, tourists and celebrities such as Bob Hope, Frank
Sinatra, Bette Davis and Tallulah Bankhead.
1954: UCLA psychologist Evelyn Hooker
started her groundbreaking work comparing the psychological adjustment of
homosexual and heterosexual men that showed that gay men were not significantly
different. Her research included
a visit to Finocchio’s.
Marjorie died in 1956 after a lingering illness. Joe then married Eve, and Eve was finally
allowed into the club, and quickly took over Marjorie’s role. She took over
with a vengeance. Her brother George
Filippis also came in as club manager, her sister Maria Filippis as the cashier
and Eve’s teenage daughter Concetta as the official photographer. Joe continued to oversee the bar and the
door. The huge photos of the performers
which were hanging in the club and outside on the street were all taken down.
The club was redecorated – the décor was said to be based on that of Le
Carrousel of Paris – and at the same time Le Carrousel star Les
Lee was hired.
Another new hire was Lavern
Cummings, who sang as both soprano and baritone, and who stayed until 1982.
A chorus line, Las Vegas style, were introduced known as the
Eve-ettes, after the second Mrs Finocchio. Eve quickly cut the number of
musicians from five to three, and refused to be addressed as ‘Madame’ as that
was how Marjorie had been addressed.
1958: Francis
Blair, star of Seatle’s Garden of Allah,
also performed a comedy drag routine with Ray Francis, “Two Old Bags from
Oakland” which they did at Finocchio’s that year.
In the summer of 1959, the future Aleshia Brevard,
moved to Los Angles and found a Catholic priest lover who, after giving her
gonorrhea, took her to San Francisco and to see the show at Finocchio’s. Lucian as Sophie Tucker fabricated a story
about having a training school for impersonators, and picked out Aleshia in the
audience and said "And this, ladies and gentlemen, is my star
pupil. Isn't she beautiful? Stand up and take a
bow." Aleshia then knew what
she wanted. “I auditioned at
Finocchio's, based solely on a photograph I'd submitted. Before
having that audition photo taken, I'd never been in female attire. Talk about
an untrained 'New Nanette'! I would have never gotten hired at the
most prestigious impersonation club in the country if it had it not been for
Stormy Lee, Finocchio's star exotic dancer. People HATED Stormy,
I'm well aware of that, but she put me under her protective wing on the night
of my audition.” Aleshia was given the
stage name of “Lee Shaw” by the MC Lestra Lamonte. Aleshia had the looks and
developed an act as Marilyn Monroe singing "My Heart Belongs To
Daddy". The real Monroe came one
night to see the act.
 |
'Lee Shaw' and Eve |
Aleshia and Stormy had extra kudos in
that they each had a boyfriend. Off-stage Aleshia became a patient of Harry
Benjamin during his summer sojourns in San Francisco – it was Stormy who shared
her Premarin and then took Aleshia to her first appointment with Harry Benjamin. The aspect that Aleshia hated most was “having
to remove my makeup and despised dressing in men's clothes before leaving the
club - but that was the law. What I detested most was how Mrs.
Finocchio's sister, Maria, who sold tickets, would call out ‘Good night, Lee
Shaw’ - or whomever, as we were exiting the club. She was pointing
out to lingering customers how impersonators looked 'off stage'. I
always felt that was very unkind.”
Libby
Reynolds, two years after his tryst with actor
Raymond Burr, and then selling the story to Confidential Magazine, was hired in
1962.
Aleshia/Lee Shaw left the club in 1962,
and was one of the last trans woman to have surgery with Dr Elmer
Belt in Los Angeles. This
was to the chagrin of the Finocchios who threatened that she would never work
again.
There was a shortage of dancers at the
club. Reggie Dahl was in the hospital, a
Spanish dancer by the name of Néstor had a mental breakdown, and the only
dancer left at the club was Stormy Lee.
Robin
Price, previously of the Jewel Box, heard
of the vacancy and came from Los Angeles to audition, and was not hired. However Price was phoned a few days later,
asked if she could do the Can-Can, and after a second audition was hired.
Concetta, Eve’s daughter, graduated
from UC Berkeley. In 1963 she married
Eric Jorgensen, and they called their first child Eric.
Stormy had surgery the next year with
Dr Burou
in Casablanca. Lestra Lamonte, the emcee
died, and Price became the new emcee.
Price fell out with Eve Finocchio when she tried to tell him not to
visit a certain club on his own time, despite her sister going to the same
place. They stopped talking until the
last day of Price’s contract, when Eve finally wanted to talk, but Price simple
packed bags and left.
The Black Cat Bar, following
some 15 years of unrelenting pressure from the police and the Alcoholic
Beverage Control (ABC) finally closed in1963.
Carroll
Wallace, who had a sideline as a real-estate investor,
became the emcee. As such he had to do the stage lighting and sound,
which was not easy and it was very tiring on his feet to be standing for the
whole show.
David
de Alba joined as a star performer in 1971,
and he did hair-styling and wigs for the other performers. Two years later, he asked permission for four
days off for plastic surgery. However on
returning he found that he had been fired, and was told to pick up his costumes,
make-up cases, wigs and musical charts.
He still did wigs and hair styling for the other performers, and was
often contracted as a guest star. “What
I didn’t realize at the time was that there was a new cost cutting trend going
on at the club. Mrs. Finocchio was getting rid of the main
supporting acts and replacing them with members of her beloved chorus line,
'The Eve-ettes'. They now had two jobs, being in the chorus and
then as main supporting acts. So there you had it, two acts for the
price of one!”
Lucian Phelps, 65, who had performed
at Finocchio’s since 1949, died after a long illness in 1973.
 |
An ad 1977 |
A wildfire destroyed the area
surrounding the Jorgensen house, but not their house.
Jae Stevens, 27, was a performer at Finocchio’s when she was
murdered in Golden Gate Park in 1974.
The police actually pulled over her car, presumably driven by her
murderer, but, after a chase and a crash into a house, the man escaped.
Mr and Mrs Jorgensen had three more
children, and then were divorced, leaving Concetta as a single mother of
four. The very same year she was
diagnosed with Multiple Sclerosis. She
became a disability activist, did publicity for the club and despite her
disability – and she was eventually a paraplegic - she was 30 years on the Alameda
County Consumer Affairs Commission.

In 1981, in an interview in the San
Francisco Chronicle, Joe was quoted: “We always keep our eyes open. It’s easy
to get fellows in women’s clothes. But we don’t allow any filth, and most of
them resort to filth.” Eve did the first
interview, and if Joe agreed, Eve made arrangements for costuming and
rehearsals. At that time dancers were
paid $80 to $125 a week. Eve arranged
for Holiday Tours and Gray Lines to add Finocchio’s to their tour lists. Gray Lines included a Finocchio’s photograph
in its brochure. During the 1970s, as
topless and then bottomless revue bars had opened, there had been fears that
business at Finocchio’s would decline. But with time the topless bars became
passé and Finocchio’s was still going.
In the late 1970s it managed as many as 300,000 customers a year. There
were four shows a night, each running about an hour. The shows had themes that
were not always the same from show to show, and guests could stay for extra
shows.
Joe Finocchio died of a stroke in January 1986, aged 88. This left Eve as the
sole owner. She brought in Eric
Jorgensen, Concetta’s eldest son, then 23 to be groomed as a future manager –
which he was by 1989. Eve continued to
manage the shows and performers, but the zest was declining. Gray Lines dropped Finocchio’s in 1988, but
later restored it. An article in the
Chronicle
in 1989 claimed that Finocchio was grossing $2 million a year. However in 1990 they upped the cover charge
from $10 to $15, with a new two-drink minimum, and now opened only four days:
Tuesday, Thursday, Friday and Saturday.
Again in 1991, a wildfire destroyed
the surrounding area, but again not the Jorgensen house. A television movie was made of the event, Firestorm:
72 Hours in Oakland. Actress Jill Clayburgh played a character based on
Concetta Jorgensen.
A few years later Finocchio’s
started presenting lip-synching performers – weakening what had made the club
special. Eve later fired the band and it
became all lip-synching. The press paid
less and less attention. Openings were
reduced to only three nights: Friday to Sunday, and only three shows a
night. Sometimes there were no
customers, and the show was cancelled.
Eve Finocchio decided to close the club in November 1999
because of a major rent increase and dwindling attendance.
Eve died 2007, age 92.
Concetta
Finocchio Jorgensen, daughter of Eve died in 2012, age 71,
survived by 4 children and 12 grandchildren.
Lavern
Cummings died in 2018 age 91 in Las Vegas after being hit by a car.
Other artists who performed there include: Katherine
Marlow, Holly
White, Russell Reed, Val DeVere, Ted Hendrix, Harvey Lee, Francis Stillman,
Jeri-Lane, Frank Doran, Jackie Philips, Bobby Johnson, John Lonas, Vaughn
Auldon, Johnny Mangum, Del LeRoy, Milton La Maire, Ray Francis, Francis David,
Paul La Ray, Mike Michelle, Bobby Belle.
--------------------------------
- “Police
Raiders Arrest Ten in S.F. Night Club: Patrons Rush for Exits as Officers
Visit Finocchio’s”. San Francisco
Chronicle. July 20, 1936: 5.
- Ki-Lar
Finocchio’s. Finocchio’s
program, 1944. Online.
- “Ex-Finocchio
Wife Divorced: ‘Quickie’ Marriage to San Mateo Man Aired in Action”. San
Francisco Examiner, Aug 2, 1946,
- “Finocchio
Defies Order To Close S.F. Night Club: Fire Marshal Threatens to Jail
Owner For Disregard of Safety Rules”.
San Francisco Examiner, Aug 24, 1946: 5.
- “Finocchio
Home Looted of Furs”. San
Francisco Examiner, Sep 11, 1947:11.
- Jack
Lord and Lloyd Hoff, Where to Sin in San Francisco, 5th ed. (San
Francisco: Richard F. Guggenheim, 1948), 145.
- “In
Memoriam: Lucian Phelps”. Drag,
3, 10, 1973:40. Online.
- “In Memoriam: Jae Stevens
1947-1974”. Drag, 4, 16,
1974:34. Online.
- “San
Francisco drag bar owner Joseph Finocchio dies at 88’. Santa Cruz Sentinel, Jan 15,
1986:10.
- Norman
Melnick. “Deaths: Joseph Finocchio”.
San Francisco Examiner, Jan 15, 1986: 19.
- Jacqueline
Frost. “Home alone: ‘House of mixed blessings’ in lunar landscape: Fire
survivors lament lost neighborhoods”. Oakland Tribune. Jan 27,
1992:1.
- Tracie
Reynolds. “Star Struck: Survivor to
give proceeds to son, who suffered burns: Firestorm victim with multiple
sclerosis sells story to TV”. Oakland Tribune. Nov 9, 1992:1.
- Michael
Tuchner (dir). Firestorm: 72 Hours in Oakland. With Jill
Clayburgh playing a character based on Concetta Jorgensen. US 104 mins 1993. IMDB.
- Les
Wright. “San Francisco”. In David Higgs (ed). Queer Sites: Gay
Urban Histories Since 1600. Routledge, 1999: 171-2.
- Jesse
Hamlin. “Strutting Into History /
Laughter gives way to tears as Finocchio's ends 63-year drag-show run”, San Francisco Chronicle, 29
November 1999.
- Jesse
Hamlin. “What a Drag: Finocchio’s
to Close/Cross-dressers have entertained at club for 63 years”. SFGate, Nov 4, 1999. Online.
- Nan
Alamilla Boyd. Wide Open Town: A History of Queer San Francisco to
1965. University of California Press, 2003: 49,52-6,187.
- D.J.
Doyle. “Finochio’s”. Queer Musical Heritage. http://www.queermusicheritage.us/oct2002f.html.
- “David
de Alba on Finocchio's”. www.david-de-alba.com/david4.htm. www.david-de-alba.com/david5.htm.
- “David
de Alba on Shaw”. www.david-de-alba.com/aleshia.htm.
- “David
de Alba on Price”. www.david-de-alba.com/Price.htm.
- Mel
Gordon et al. "UC Berkeley Interview on Finocchio Club Legend: David
de Alba". http://david-de-alba.com/Berkeley%20Interview.htm
- Aleshia
Brevard. The Woman I Not Was Born to Be: A Transsexual Journey.
Temple University Press, 2001:
- Darwin
Porter. Howard Hughes: Hell’s
Angel. Blood Moon Productions,
2010: 575-6, 593-5, 733.
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Brevard. The Woman I Was Born to Be. A Blue Feather Book,
2010:
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Brosnan & Amy Scott. City
Dreams, Country Schemes: Community and Identity in the American West. University of Nevada Press, 2011:
248-250.
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Treadway. “Berkeley disabled rights activist dies at 70”. The Mercury
News, January 11, 2012. Online.
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Artavia. “Trans Trailblazer Aleshia
Brevard Dead at 79”. The
Advocate, July 25, 2017. Online.
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Smith. “Finocchio’s club: A San
Francisco Legend”. The Argonaut,
28, 2, Winter 2018. Online.
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Smith. “Finocchio’s” Except from San Francisco’s Lost Landmarks. Online.
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Stryker. “Finocchio's, a Short Retrospective”. FoundSF: the San Francisco digital
history archive. Online.
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Takach & B J Daniels. A
History of Milwaukee Drag: Seven Generations of Glamour. History Press, 2022: 64-6.
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Canaday. Queer Career: Sexuality
and Work in Modern America. Princeton University Press, 2023: 95-99.
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Discussion in other books:
Canaday:
“For the trans women who performed at Finocchio’s,
this was more than just a job. The actress Aleshia Brevard was first taken to
the night club by a man she was involved with and “instantly felt she had to be
there. … It was common, she remembered, for trans women to dance at
Finocchio’s just long enough to earn the money for surgery and then leave. As a
result, Finocchio’s eventually preferred hiring cross-dressers to trans women
because they tended to stay on the job.”
She also includes a footnote Chp 2 n167
“Friedman thought (citing
letters between the sexologists Harry Benjamin and William Masters) that a date
with a performer at Finocchio’s (usually made through a waiter) could be
arranged for around $50. The higher price was because these women were, according
to some, considered exotic. Certain young gay hustlers “who ordinarily might
not have cross-dressed” did so in order to command a higher wage.”
This is taken from Harvey Friedman. Strapped
for Cash: A History of American Hustler Culture, 2010: 124-5. This in turn is based on Harry Benjamin &
R E L Masters. Prostitution and Morality, 1964: 305-9, which does not
actually mention Finocchio’s but the comment probably does apply to it.
“Impersonators working
in clubs, and
making their contacts
there, earn far
more money than
do other types
of male hustlers,
for the reason,
no doubt, that
they are to
some extent “celebrities.” Fifty dollar
fees are not
unusual, and at
the club most
intensively studied, a
$20.00 fee for
a single sexual
act was the
absolute minimum the
prostitutes would consider.”
Takach & Daniels:
“Despite offering drag shows for seven decades, Finocchio’s was never really a
gay-friendly destination. The club capitalized on its gay performers for
amusement, but its owners never really wanted to deal with gay customers. While Joe Finocchio provided gainful
employment to generations of gay men who might otherwise struggle to survive in
San Francisco, he was always more interested in running a profitable tourist
attraction than a LGBTQ safe space, social outlet or historical landmark. …
Joe’s first wife, Marjorie, was the front face of the operation. … Robyn Raye,
an impersonator … said of Marge Finocchio, ‘I don’t think she liked gay people,
but she certainly knew how to use them.’ … ‘Marge Finocchio made millions off
drag queens. We made that woman rich.’ “
My comments:
’finocchio’ is Italian for fennel and by extension a
negative word for gay. Some say that this is because its bulb looks like male
genitals, but the corresponding word in Portuguese, ‘fanchono’ would seem to be
cognate.
Rachel Harlow in Philadelphia was also born with the
Finocchio name. However there does not
seem to be any connection between the San Francisco Finocchios and those of
Philadelphia. Likewise there does not
seem to be any connection between the San Francisco Jorgensens (the family of Concetta’s husband), and the family of
Christine Jorgensen in New York City.
The fact that Concetta bore both names, Finocchio and then
Jorgensen, is a fascinating trivium – but without significance.
Many – less informed - articles maintain that it was Joe
Finocchio who built up and ran the 201 Club.
However it was Marjorie who used her money to buy the first club, and
then chose the acts and ran it, and afterwards Eve – who despite despising her
– stepped into her shoes. Marjorie ran
the club 1929-1956, 27 years. Eve ran it
less well, but for longer, 1956-1999, 43 years – and carried on after Joe’s
demise.
The requirement for the performers to arrive and leave in
male drag also applied at the 181 Club/Club 82 in New
York. But not at Le
Carrousel in Paris. The Finocchios
were strict, sometimes shouted at their employees and threatened blacklisting
if a performer left without permission.
However the 181 Club/Club 82 was mafia owned – by the Genovese family - and if you crossed them, worse things could happen.
I could not have written this without James Smith's “Finocchio’s club: A San Francisco Legend” in The Argonaut.