Windy City Media Group Frontpage News


home search facebook twitter join
Gay News Sponsor Pre-order Book!
Pre-order Book!



Brian Gorman 'Lords' it over South Beach with new hotel
by Andrew Davis

This article shared 13793 times since Wed Dec 1, 2010
facebook twitter pin it google +1 reddit email

Lords South Beach, which has recently opened softly in Miami, Fla., is the first gay hotel brand in the country. ( The grand opening is Dec. 29. ) Lords is situated in the heart of South Beach on Collins Avenue near trendy restaurants, clubs, bars, shopping and beaches, such as Miami's famed gay beach at 12th Street. The hotel has 54 rooms, three plunge pools and a variety of amenities, including the Cha Cha Rooster Restaurant and Bar.

Windy City Times talked with founder Brian Gorman about this new and unique visitation spot.

Windy City Times: Let's talk about you a little. What is your background in real estate?

Brian Gorman: I grew up in and around hotel spaces. My father has an architectural and interior-design firm that focuses on four- and five-star properties around the world; it's called BBG-BBGM. He was part of the company when I was about 8 or 9 years old, so anytime there was a day off I would go to work with my dad and be locked in a hotel room while he toured the site with the clients, developers and construction workers. [ Laughs ] So that was basically how I grew up.

I then worked with BBG for many years, doing business development as well as retail management. I then worked for a real-estate branding and marketing firm [ SHVO ] that focused on creating compelling stories for residential development; I signed billions of dollars of new contracts while doing that. We would look at a particular location, and finding something that would be different. From a marketing standpoint, it was basically the fishing approach—where you would cast out a net and see where it gets you—or it's a harpoon, where you know exactly what you want and you go after it.

WCT: [ The second ] sounds more dangerous, actually.

Brian Gorman: [ Laughs ] But you know you're creating something people want.

WCT: Why was Miami chosen to launch Lords?

Brian Gorman: Miami has always been, to me, one of the sexiest, most fun, liberal beach environments I've ever been to. I remember, [ before ] Versace's murder, and it was this wild, fun, playful environment where you felt this sense of freedom and where you felt a sense of community with the gays here.

WCT: I was in Miami recently. The atmosphere was so laid-back.

Brian Gorman: That's the whole vibe of South Beach. It's about being yourself and being comfortable and finding glamour and sparkle.

WCT: The hotel has 54 rooms, three plunge pools...

Brian Gorman: ...and we have two bar spaces and an 85-seat restaurant. The food-and-beverage space is called the Cha Cha Rooster. The term "rooster" was originally used for wild, loose women in the 1920s. The whole concept revolved around women who wore too much jewelry and too little clothing, but at the same time were fabulous and glamourous. It was about not taking yourself too seriously, and feeling at home.

One of the things we're doing from a service standpoint is about disarming people, because so much of South Beach [ became ] "too cool for school"—not smiling and not being hospitable. We really want to be much more about community and comfort. You don't need to be cool—you just need to be you.

WCT: Although going back to the whole "rooster" bit, I would've expected the term to be applied to men.

Brian Gorman: [ Laughs ] We don't mind gender-benders here.

WCT: So would it be more appropriate to say that Lords South Beach is "gay-friendly" as opposed to "gay?"

Brian Gorman: We're using the term "appropriately oriented." I definitely have my own orientation, and I definitely use that orientation to usher in the programs and experiences of the hotel. The location of the hotel is half a block from the gay beach; and we're right by the new gay and lesbian tourism center.

I really want it to be a place where everyone can feel like it's their own—and part of that [ involved ] giving back to the community. One of the things I'm most proud of is this program called Rooms That Matter, [ in which ] 10 percent of the rooms are assigned to a charity. So 10 percent of the revenue from those rooms is consistently going to gay and lesbian charities. We're also supporting the Hetrick-Martin Institute, the Point Foundation, Care Resource and the Aqua Foundation for Women.

WCT: How did you decide on those?

Brian Gorman: The first three that we looked at, I was trying to find something with an educational component; that's why we chose Hetrick-Martin, Point and Aqua. And Care Resource is the largest provider of HIV/AIDS support in southern Florida—and I wanted to give back to the community we were coming into.

WCT: At the hotel, you also have something called "Stay-Naked Dining," which I have the feeling you came up with on your own.

Brian Gorman: [ Laughs ] "Stay-Naked Dining" is something that everyone seems to gravitate to. I'm just trying not to take everything so seriously.

The hotel is definitely not clothing-optional, but we're, again, trying to be disarming.

WCT: You also have a concierge app. [ Note: The app can be downloaded to an iPad, iPhone, iPod or a Lords-loaned iPod. ]

Brian Gorman: We're not just trying to be appropriately oriented; we really want programs that target our people. With one of our partners, OUT magazine, we're developing a concierge application that focuses on the four areas that I think most gay travelers engage in: nightlife, culture, shopping and general tourism. So we have four different people who we thought excelled in these areas.

Joshua from New York talks about nightlife. Tim Goosens is an assistant curator; he tells what the cool galleries are, what the symphony is doing that night. Then we have Kristian Laliberte from New York, who tells the best places to shop. [ Lastly, ] I give general travel advice, so I'll talk about the Versace mansion. It's all connecting people to information that's particular to them.

WCT: With this economy being the way it is, how do you feel about opening a hotel now?

Brian Gorman: Our whole brand is about being approachable, so our room rate for the pre-opening is $99 per night. For the first opening of the season, the room rates will still be under $150 a night. So people can be a part of the community and still not break the bank. There's also free Wi-Fi throughout the property, and we have other promotions throughout the week such as Sunday brunch, which is called "Punch" and which is centered around punch bowls.

WCT: It seems like this place is going to constantly change as you come up with ideas.

Brian Gorman: Oh, yeah. Thank you, ADD. [ Laughs ]

WCT: What are your thoughts about the hotel expanding? Will there be a Lords New York or a Lords Chicago?

Brian Gorman: Definitely. We've already starting looking in West Hollywood, Calif., and we've been looking in New York for a while. West Hollywood, New York and Chicago are my first three choices.

For more about the hotel, see .

This article shared 13793 times since Wed Dec 1, 2010
facebook twitter pin it google +1 reddit email

Windy City Media Group does not approve or necessarily agree with the views posted below.
Please do not post letters to the editor here. Please also be civil in your dialogue.
If you need to be mean, just know that the longer you stay on this page, the more you help us.


Gay News

Protest Monday Feb. 24 46th Ward TIF proposal 2014-02-24
Press release from Uptown Uprising - UPTOWN—While the City of Chicago makes massive cuts to public services due to a supposed "budget crisis," the mayor and his aldermen continue to find ways to offer handouts to private corporations. In the neighborhood of ...

Gay News

REAL ESTATE: A site to behold 2012-10-10
- —Address: 340 W. Superior St., PH2, in the River North neighborhood —Market price: $1.4 million —Details: This 2,698-square-foot unit (with two bedrooms and 2.5 bathrooms) has everything a penthouse condo ...

Gay News

Selling real estate without real estate help: unknown territory 2012-09-12
Part of a series - With the depressed real estate market we are now facing, some sellers are questioning the need for the services of a real estate agent. Dropping sales' prices and high mortgage payoffs leave home sellers wondering where ...

Gay News

REAL ESTATE A site to behold 2012-08-08
- —Address: 130 N. Garland St. (The Heritage at Millenium Park), penthouse residence 5702—it's a half-block off Michigan Ave., next to the Chicago Cultural Center —Market price: $5.25 million (mostly furnished) ...

Gay News

WTTW architect doc wins Hugo Award 2012-06-05
- WTTW has announced that Architect Michael Graves: A Grand Tour, 30-minute documentary that premiered on the station March 22, has been recognized with a Silver Plaque from the 2012 Hugo Television Awards in the category of ...

Gay News

Real estate news: Ellen, Oprah 2012-06-05
- —Ellen downsizes: Ellen DeGeneres and wife Portia de Rossi have followed the sale of their $49-million property with the purchase with a more modest $18-million home in Beverly Hills, the Daily Mail reported. The 8,500-square-foot home, ...

Gay News

Robo-signing and buying a house 2012-06-05
- Despite the woes of the housing market, Steve DiMarco—president of Baird & Warner Financial Services and a member of the firm's executive committee—said that the it's actually a good time to purchase a home. "There's a ...

Gay News

LGBT housing protections focus on forum 2012-05-02
- About 15 people attended a forum called "The LGBT Community and Emerging Fair Housing Rights" to discuss new housing protections for the LGBT community at the Maze Branch of the Oak Park Public Library April 26. ...

Gay News

Real estate news 2012-05-02
- —Pritzker purchase: A venture of James Pritzker paid $1.2 million last month for an Evanston house he will rent to another family, according to a Crain's item. Pritzker, president and CEO of Tawani Enterprises Inc., lives ...

Gay News

Owning real estate: Tenants by the entirety 2012-04-24
Part of a series - Q. My lover and I bought our house together and hold title in joint tenancy. Our lawyer said that in case one of us should die the house would go to the survivor with or without a will. I put up ...

Gay News

LGBT seniors and reverse mortgages 2012-04-04
- An increasing number of elder LGBT individuals are investing in reverse mortgages. Steve DiMarco—president of Baird & Warner Financial Services and a member of the firm's executive committee—said that the ...

Gay News

NYC hotel serves LGBTA tourists 2012-04-04
- New York City has its first hotel that's strictly for the LGBTA community. THE OUT NYC is New York City's first "straight-friendly" urban resort, according to a release. The complex is located at 510 W. 42nd ...

Gay News

Wright Preservation Trust needs volunteers 2012-03-06
- The Frank Lloyd Wright Preservation Trust is seeking volunteers to assist at the Frank Lloyd Wright Home and Studio in Oak Park; Wright's Robie House, in Chicago's Hyde Park neighborhood; and The Rookery Building in Chicago's ...

Gay News

Tickets available for Wright Trust's Housewalk 2012-03-06
And other real estate news - Tickets are now available for the internationally acclaimed Wright Plus 2012 housewalk, showcasing rare interior tours of private homes designed by Frank Lloyd Wright and his contemporaries in historic Oak Park, Ill. Wright Plus 2012, which ...

Gay News

Covering your assets 2012-03-06
- When it comes to same-sex couples and mortgages, Steve DiMarco—president of Baird & Warner Financial Services and a member of the firm's executive committee—told Windy City Times there are two areas of concern. "The first issue ...


Copyright © 2021 Windy City Media Group. All rights reserved.
Reprint by permission only. PDFs for back issues are downloadable from
our online archives. Single copies of back issues in print form are
available for $4 per issue, older than one month for $6 if available,
by check to the mailing address listed below.

Return postage must accompany all manuscripts, drawings, and
photographs submitted if they are to be returned, and no
responsibility may be assumed for unsolicited materials.
All rights to letters, art and photos sent to Nightspots
(Chicago GLBT Nightlife News) and Windy City Times (a Chicago
Gay and Lesbian News and Feature Publication) will be treated
as unconditionally assigned for publication purposes and as such,
subject to editing and comment. The opinions expressed by the
columnists, cartoonists, letter writers, and commentators are
their own and do not necessarily reflect the position of Nightspots
(Chicago GLBT Nightlife News) and Windy City Times (a Chicago Gay,
Lesbian, Bisexual and Transegender News and Feature Publication).

The appearance of a name, image or photo of a person or group in
Nightspots (Chicago GLBT Nightlife News) and Windy City Times
(a Chicago Gay, Lesbian, Bisexual and Transgender News and Feature
Publication) does not indicate the sexual orientation of such
individuals or groups. While we encourage readers to support the
advertisers who make this newspaper possible, Nightspots (Chicago
GLBT Nightlife News) and Windy City Times (a Chicago Gay, Lesbian
News and Feature Publication) cannot accept responsibility for
any advertising claims or promotions.








About WCMG      Contact Us      Online Front  Page      Windy City  Times      Nightspots      OUT! Guide     
Identity      BLACKlines      En La Vida      Archives      Advanced Search     
Windy City Queercast      Queercast Archives     
Press  Releases      Join WCMG  Email List      Email Blast      Blogs     
Upcoming Events      Todays Events      Ongoing Events      Bar Guide      Community Groups      In Memoriam      Outguide Categories      Outguide Advertisers      Search Outguide      Travel      Dining Out      Privacy Policy     

Windy City Media Group publishes Windy City Times,
The Bi-Weekly Voice of the Gay, Lesbian, Bisexual and Trans Community.
5315 N. Clark St. #192, Chicago, IL 60640-2113 • PH (773) 871-7610 • FAX (773) 871-7609.