As advertised in the April 17, 1974 Bay Area Reporter, the EndUp's Jockey Short Contest took place frequently at the South of Market nightclub.
Immortalized by Armistead Maupin in his best-selling Tales of the City series, the sexy competition was dramatized in the 1993 BBC/PBS series adaptation, with the late Marcus D'Amico, as Michael "Mouse" Tolliver, shaking his goods in tighty-whities (although the bar scene was shot at Kilowatt on 16th Street).
The Endup (at 401 6th St.) was one of the B.A.R.'s earliest and longtime advertisers, with its iconic cartoon hunk smiling, head over heels, as it were.
Enjoy more vintage issues at https://archive.org/details/bayareareporter
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