Gay bars are traditionally where members of the gay/LGBTQ+ community gather to socialize, entertain, and relax in a safe and hospitable environment. Often, gay bars focus on creating an environment specifically for a subsection of the overall LGBTQ+ community, such as the bear, lesbian, leather, and other microcommunities. However, many gay bars have been closing at historic rates for numerous reasons such as a competitive marketplace, the impact of COVID-19, and urban gentrification. Drawing on servicescape and neotribal theory, this case study examines how DENVER SWEET, a “bear-inspired LGBTQ friendly” bar located in Denver, Colorado, stays relevant among fierce competition with changing consumer preferences. This case study contributes to the bar servicescape literature by drawing recognition on the physical spaces utilized by the LGBTQ+ community. This case study further sheds light on an underserved community in the hospitality literature by focusing on the importance of gay space to the LGBTQ+ community.
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