Cliff’s Discovered the Castro Before We Did

Long before the Castro was a queer enclave, Cliff’s Variety was up and running in the neighborhood. It’s now been in business for 78 years, and is one of the oldest family-run businesses in all of San Francisco. Like the items it sells, Cliff’s was built to last and is still going strong. Let’s take a look back at some key moments in its still-evolving incredible history.

1936– Hilario DeBaca, a former merchant and schoolteacher from New Mexico, comes out of retirement to open Cliff’s Variety at 545 Castro Street. DeBaca names the store after his youngest son, Clifford. The store sells a variety of goods including magazines, cigars, sewing notions, greeting cards, toys and candy.

1942– DeBaca moves his store to 515 Castro Street, providing him with double the original space. Gay men begin to move into the area as the U.S. military dishonorably discharges thousands of homosexual servicemen during World War II.

1946– DeBaca’s oldest son Ernie sets up a workbench in the back of Cliff’s Variety so that he can repair small appliances there for customers. Later that same year, Ernie produces the first Halloween street party on Castro Street.

1952– DeBaca dies. Ernie continues to work at the store, helped by other family members.

1960– Cliff’s moves again, this time to 495 Castro Street. Ernie’s amazing repair skills gain him fame. Customers bring in televisions, radios, toasters, lamps, locks, clocks, windows and even the proverbial kitchen sink. Ernie fixes all with ease.

1960s– Throughout the 60s, the Castro’s LGBT population steadily climbs. Many purchase formerly neglected Victorians, outfitting them with goods purchased at Cliff’s.

1967– The Summer of Love happens, bringing as many as 100,000 new young people to San Francisco. They converge upon the Haight-Ashbury, but also gather in other neighborhoods too.

1971– The landlord of 495 Castro Street tells Ernie DeBaca that his rent will triple. That same year, the five and dime store Bon Omi goes out of business and Ernie purchases it in August. The re-located Cliff’s is now at 479 Castro Street. Product lines are expanded to meet the needs and desires of the still-growing LGBT population. From then on, shoppers can get a plaster ceiling medallion, a feather boa, a toilet fill valve, a rhinestone tiara, and toys for the nieces and nephews all in one place!

1970s– Ernie and his wife Martha’s two daughters—Marian and Terry—are born. Marian later moves north for a life in the country. Terry spends her high school years working at the store.

1980s– Cliff’s popularity continues to rise. As the business flourishes, so does its need for more space. In the late 80s, a Hallmark Card shop adjacent to Cliff’s becomes available for lease. Ernie and Martha quickly jump at the opportunity, making 471 Castro Street their new home for Cliff’s fabric and linens, as well as bedding and bath accessories.

1990s– Cliff’s becomes the owner of its retail space, leading to remodeling and even more goods. 471 Castro Street is now called “Cliff’s Annex.” In the late 1990s, Terry returns home from college and chooses to carry on the family tradition by taking over operations at the store.

2003– Terry has a daughter who may one day be the next generation to carry on the family history of Cliff’s Variety.

2014– Terry and her husband Rich Bennett have a blast posing for San Francisco Bay Times photographer and designer Abby Zimberg, and wish you all a joy-filled holiday season!

Holiday Magic Happens Every Day of the Year at Cliff’s Variety

Rumor has it that some of Santa’s LGBT elves left the North Pole for sunnier San Francisco and set up shop at Cliff’s Variety, where kids of all ages can experience glowing queer holiday magic all year long. Even general manager Terry Asten Bennett, whose family owns the Castro-based landmark, lights up thinking about the store’s latest toys and housewares.

“The new Breville appliances are very well made,” she said, “and RC cars (which perform stunts, pop wheelies, light up, and more) are hard to resist. Last year’s must-have item for kids, loom bands, are still popular, but we have new building and science sets too.” When asked what newly arrived offerings are her faves, she replied: “I think most of us want one of everything.”

Cliff’s visitors can peruse the store’s full line of Fuller O’Brien paints for home improvement projects, gorgeous Victorian and Art Deco doorknobs and lock plates for restoration needs, snazzy doorbell buttons, colorful housewares, fabrics and crafts galore, tiaras and boas to make anyone feel like a star and, of course, one of the best selections of holiday items. This is only just scratching the surface of what’s available in the literally packed-to-the-rafters store.

“We have four head buyers,” Asten Bennett said, helping to explain how Cliff’s manages to stock such an astounding array of fabulous items. “They travel to shows in Chicago, Las Vegas, Atlanta and other cities,” she added.

In addition to being a shopping paradise, Cliff’s has also been a work saver for us, with one or more San Francisco Bay Times staff members running there for zip ties (to hold up banners on parade vehicles), office supplies, and goodness knows what else. The store is a true treasure in our neighborhood, and we don’t know what we’d do without it.

Cliff’s is fully integrated into our LGBT community, giving back whenever possible. For example, from Friday, November 28, through Sunday, November 30, if you give $5 or more to the School Support Fund via Cliff’s, you’ll receive 20% off your transaction and the raised money will go to support the Harvey Milk Civil Rights Academy. If you do the math, and depending on what you purchase, the savings will quickly start to add up, all while you contribute to a great cause.

Cliff’s is at 479 Castro Street. San Francisco, CA 94114, telephone 415-431-5365, http://www.cliffsvariety.com/index.html