The event will go all day on Saturday, with performances scheduled to start at 6 p.m. Five percent of sales from the event will benefit nonprofit organization Women’s Care Cottage which provides assistance to homeless women and children.
The evening will be hosted by Sister Unity of the Los Angeles Chapter of the Sisters of Perpetual Indulgence and will include performances from Prince Poppycock, Damienne, Toy Surprise, Rebecca Gray, Discount Cruise to Hell, Danny Shorago (of The Fuxedos), Mistress Anna Valentina, Courtney Cruz, Satanica and 10 West.
Shane's World contract stars Alexis Texas and Brianna Love will also make an appearance.
Performances will be given in Drake’s new Event Room, which has a built-in stage, new lighting and stainless steel walls. Another room has been converted into an erotic art gallery and artist Michael Manning will be displaying his works there.
There also will be a raffle, prize giveaways and catered refreshments.
“We’re excited about it because it’s a long time coming,” Drake’s general manager Ray Alustiza told XBIZ. “It’s been completely remodeled. We’ve taken 20 years of neglect and thrown in right out the window.”
Live mannequins will be in the newly refurbished storefront windows on Saturday, and the store has contracted with Square Designs for professional window treatments.
In the same Melrose Avenue location for nearly 30 years, the store originally was called Drake’s After Midnight and was a traditional brick-and-mortar retailer catering to a predominately gay clientele.
“It had that ‘70s stigma, ‘red light’ sort of thing, and though I’m not dissing that type of aesthetic, sexuality is viewed differently today,” store manager Deven Holloway told XBIZ. “I think people are trying to explore their sexuality and feel better about it. The one thing that I’ve noticed is that everybody does it, from all walks of life. Looking at it that way, we’ve tried to give it a healthier view, more educational, and diffuse the weirdness about it.”
Alustiza emphasized also Drake’s dedication to supporting the community and local events. The remodeled store has a community corner for posting news of local activities and for giveaway newsletters and weekly papers.
The store also sponsors local soccer and softball teams.
“With uniforms and everything,” Alustiza said. “The soccer team is called Drake’s Trojans and the softball team is Drake’s Quakes.”
Under new management with parent company Vineland Associates, the store hopes to attract a wider customer base including couples and women, as well as tourist foot traffic that look at Melrose Avenue as a sightseeing destination.
“Melrose has changed its identity. It was very high end and then got trashy, and now it’s coming back up again,” Alustiza said. “There’s a lot of stores, fashion houses and restaurants opening on Melrose, so we’re taking it to a new level for couples and ladies and the gay crowd. We’re including everybody.”
Drake’s is located at 7566 Melrose Ave. in Los Angeles and can be contacted at (323) 651-5600. There also is a second location in West Hollywood, Calif.