For those of you who enjoy Benidorm Pride each year, Bridging the Gap caught up with the man behind the magic, the one and only Sammy Kruz.
“So, Sammy, I expect you get asked this a lot, but what brought you to Spain, and why the Costa Blanca?”
“I was living in Brighton but didn’t like it. Originally from Devon, I moved there with a friend seeking a change. I worked at Lloyd’s TSB in a call centre, but it wasn’t for me. I remembered visiting my parents’ investment property in Pinoso. The planes were always circling over Benidorm, and I thought that it looked like New York City.
So, one day, I got on a plane, and that was it. It was before the days of social media, so I think I managed to Google some gay bars and LGBT bars and got in contact with a few people, and I literally just moved. Despite everyone saying I’d be back in a week, I have been here for twenty years. Not everywhere is sunshine and rainbows all the time, but it’s home. And I love it.”
“And what do you love so much about living in Spain?”
“As a vegetarian, it was initially challenging to adapt in Spain, especially 20 years ago when vegetarianism was rare. Back then, people assumed I only ate salad and pasta, which was somewhat true. Now things are amazing, with many vegan restaurants and a greater variety of options.
The sense of community in places like Benidorm is another thing I love. Unlike suburban England with its 9-to-5 routine, Benidorm, especially in the Old Town, feels like a neighbourhood with a stronger culture. It doesn’t cost much to go out for a meal or a drink, and people make friends. For example, I’ve maintained friendships with the people I met when I first came here, all those years ago.
The weather is also a big plus and I used to be at the beach all the time, Now, not so much, as with time, you appreciate things differently. Just like living near a theme park doesn’t mean you want to go there daily.”
“That makes a lot of sense, and so tell me, how did you get involved with Benidorm Pride?”
“Over 15 years ago, in Alfaz del Pi, I was involved in building websites to advertise local businesses, particularly in Benidorm. We received an investment to create Hotmail FM, an LGBTQ+ radio station that later became Hot FM. I landed a job hosting a live online radio show that also aired on local FM stations. When Pride started in 2011, the station sponsored it, and I was invited to host at Pride events, marking my entry into the Pride scene. It went on from there.”
“Wow, sounds like fate stepped in there…. So why do you think Benidorm Pride is so successful?”
“One of the main reasons Benidorm Pride attracts so many people is its community feel. Benidorm Pride welcomes everyone, as long as you are kind and respectful. Benidorm has a lot of older people, and Benidorm Pride is for everyone, regardless of age or body type, making it a comfortable space for all. Attendees can express themselves freely, and could even come dressed in a bin bag without fear of judgement. I think people like that sense of just coming to have a good time.
Unlike other Prides around the world, which can be very political, Benidorm is not like that. While the Parade is free to enter, no political parties or people are allowed to use it as a platform to force their opinions. Instead, it is a fun camp event for people to enjoy, and I think that’s what makes it so attractive to a lot of people. They don’t even necessarily have to be deeply involved in the community; anybody can turn up from anywhere, and I think that is something quite special.”
“Even after all this time, I still sense your passion for Benidorm Pride. What is it about your involvement that you love so much?”
“I’m nearly forty, but when I was younger, it felt more vibrant and less tiring. We typically follow a successful blueprint for planning and make tweaks based on what works and what doesn’t. I love that Benidorm Pride is always evolving, with staples like the White Party and Pool Party, although we might change locations.
As we approach August, the lead-up to Pride can be stressful, worrying about attendance despite online ticket sales. Many people make last-minute plans, which adds to the anxiety. However, once it’s up and running, and the first event has started, it’s amazing fun. I love seeing people enjoying themselves and receiving mostly positive feedback; that is very rewarding.”
Credit: Sammy Kruz
“I can only imagine… and what do you see as the biggest challenges?”
“That’s a very good question! Pride started in Benidorm with a few hundred people, but after Covid, we faced challenges in rebuilding trust, particularly as people were still scared to travel. I think Benidorm was one of the only Pride events in Spain that really pushed to bring it back, which was very exciting.
Benidorm Pride is evolving from being predominantly British to attracting visitors from all over Spain, including Madrid and Barcelona. We aim to respect local culture by incorporating more Spanish and Latin American content into our main show on the Saturday. This past Pride was amazing, with us almost splitting the night completely down the middle. This means the Brits and other Europeans arrived after the Parade, and then, around 10.30/11.00pm, we switched to Spanish, and people loved that. We also introduced a special Spanish drag night on the Thursday, which received fantastic feedback.
One of the biggest challenges is meeting everyone’s expectations, especially when it comes to headliners. Booking a famous act would raise ticket prices, potentially leading to complaints that they are too high, as is the case with many other Pride events around the world. I don’t want to be that Pride, so I would rather go low-budget and fun, keeping the tickets as low as possible or even free.”
Credit: Sammy Kruz
“So, I have to ask, what can we look forward to from Benidorm Pride in 2026?”
“We have lots of exciting changes coming, but we’ll also keep some popular events. New artists, lighting, and sound are on the way, but details are still under wraps. Some acts, especially from Spain, are booked just weeks before the event. I prefer not to share too much too soon to avoid disappointment. With Pride month in June and many Pride events in July and August, I might not announce too much until it is closer to the event to keep people excited.”
“When you are not involved with Benidorm Pride, where will we find you?”
“I run a bar in the Old Town called Sensations, and I have been there for fifteen years, the same length of time that I have worked for Pride. It’s a lovely little bar that is friendly to everyone, as long as you are nice to me and respectful to everyone else. It is located just up by the church, and I am there five days a week.”
