News » Local

50 in 50 April 1974: Undies at The EndUp

by Jim Provenzano

Bay Area Reporter

Thursday April 29, 2021

50 in 50 April 1974: Undies at The EndUp

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

Help keep the Bay Area Reporter going in these tough times. To support local, independent, LGBTQ journalism, consider becoming a BAR member.

Copyright Bay Area Reporter. For more articles from San Francisco's largest GLBT newspaper, visit