From Feeling POSH to full-on FLEX-ing
As a New York queer historian, one of the more exciting things to be able to document is when a singular physical space in the City gets passed down from being one queer venue to another. With the transient nature that is inherent to New York City, there are in fact countless addresses spread across the five boroughs which, unbeknownst to many, have housed multiple unique and historic LGBTQ venues often across multiple decades. One such recently covered address, for example, is 860 Broadway in Manhattan, which over the years has housed one of Andy Warhol’s Factories, fashion designer Stephen Sprouse’s showroom, Maurice Brahms’ Underground discotheque, and La Palace de Beauté, a short-lived haven for Club Kids, but now presents to pedestrians street as simply a recently-vacated Pet-co store. Even more exciting, however, is when one gets to witness this gay-changing-of-the-guard occur in real time, which is the case for 405 West 51st Street between Ninth and Tenth Avenues in Manhattan, a space which once housed the beloved gay bar Posh that recently reopened as the new gay bar FLEX.
Posh Bar & Lounge was one of the earlier bars to leave an indelible mark on Hell’s Kitchen, opening there in the year 2000 when that neighborhood was still known for organized crime and when most gay clubs were still situated in Chelsea, an area that was quickly becoming unaffordable to young bar-goers. Posh grew into a neighborhood staple, and for 20 years the small-sized venue became known for having lines of people outside waiting to get in and for becoming a primary watering hole for the local LGBTQ community of Hell’s Kitchen, which rapidly transformed into NYC’s premier gay-borhood. But when COVID-19 took over the City, forcing pretty much all bars and restaurants to shutter for an indeterminant time, Posh began to struggle after months of little to no revenue and what was expected to be a temporary closing in late Summer 2020 turned into a permanent one.
“I was shocked when it closed,” said Adam S, who bartended at Posh for 12 years. “We never closed for anything. We were open on every holiday, during hurricanes, blackouts, even 9/11. This was a place for queer people without family to have a home...This was the ‘Cheers’ bar of the neighborhood." John Greco, the founder and owner of Posh, once said that he had initially opened the bar because he wanted to build gay nightlife in a neighborhood that was affordable while also accessible to gay international tourists staying in Times Square. “I wanted the gay community to have a safe haven in Midtown, where they felt respected and equal." Over the years, Posh attracted a diverse clientele that kept coming back and made it profitable. “It was flooded with people every night,” said Kedwin Z., a Posh bartender.
During its twenty-year run, Posh was frequently named Get Out! Magazine’s “Best Late-Night Bar in NYC,” and offered a weekly schedule of events with each night boasting its own theme, including “Bingo Mondays”, “Tranimal Tuesdays”, '“Wacky Wednesdays”, “Twisted Thursdays”, “Frisky Fridays”, “Sexy Saturdays”, and “Retro Sundays.” It also offered an extremely popular happy hour from 3 to 9 PM daily as well as DJs spinning dance to pop to retro classics nightly from 9 to 4 AM plus live shows, drag competitions and more. Gabriel M. was a loyal patron of Posh for 20 years: “I was the mayor of Posh...I started going there when I was 30. Now I’m 50. I met all my best friends there, and I still see them everyday.”
After Posh's permanent 2020 closure, the neighborhood was both shocked and devastated. Shortly thereafter, however, a new duo emerged by the names of James Healey and Jason Wade Mann, who swooped in with the hopes of keeping the space gay. Posh's website homepage was maintained and promoted a banner that informed visitors it would be "reopening soon". As of January 2022, it was more publicly revealed that a “new bar concept” would be opening in the space while Healey and Mann worked meticulously behind the scenes, subjecting the space to extensive renovations for several years. In June 2023, 405 West 51st Street was reborn, reopening its doors as a brand new gay bar with a somehow even punchier name: FLEX, all-caps-letters required.
FLEX opened its doors hoping to establish a vibrant new LGBTQ+ space in Manhattan while also honoring Posh’s legacy. "We wanted to keep it as a safe space for the gay community, but very much welcome for all. Our theme is come alone and meet friends, come with friends and make more friends,” James told Catie Savage for W42st.com. The duo collaborated with architects from Pratt to completely transform the space's interior, which features a hand-sculpted mural by local artist Jo Mar that showcases a dozen strapping men in various poses. Other notable new design features include original 120-year-old “Tiffany Blue” glass windows salvaged from a Brooklyn warehouse as well as loads of playfully suggestive neon signs, including one of a penis that flickers from flaccid to erect. On the outside, FLEX replaced Posh's iconic turquoise awning with a similarly shaped royal blue version.
FLEX's official launch party was held over 2023's Pride weekend and since then it has begun filling its roster with events like Urban Bear NYC's weekend opening night party. Many people though are just happy the space has remained within the community:
Michael B. wrote: “In a sea of gay bars in Hell’s Kitchen somehow something was still missing. This is it. FLEX bar is so well done. The owners clearly are pros. I know I’ll be coming back.”
Jonathan F. added: “WOW the bar looks incredible, you can tell a lot of hard work went into this! Staff and owners are incredibly friendly, plenty of seats at the bar as well as outside in the seating area. Congrats!”
Diego B. commented: “FLEX is a great new addition to HK and already attracting a nice crowd with a good vibe. The bartenders are friendly, quick, fun, and the drinks are strong. James and Geo are the best!
Gregg C. wrote: "Yay! This makes me so happy...Posh was such a welcome highlight back in the day, I remember when it first opened visiting with all the gay neighbors from my apartment building on West 50th Street. I’m so glad the space is renewed."
Ken C. perhaps summed it up best: “I'll still miss POSH! I hope to create great memories at FLEX too!!”
Only time will tell if FLEX can endure like Posh and provide the community with another twenty years of hazy, alcohol-induced memories, but for now the LGBTQ community should simply be grateful not to lose another spot to a pet store and should flex their muscles by patronizing the heck out of it.
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