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The 23rd annual White Party Weekend is going on right now in Palm Springs.
The 3-day event brings more men to the valley every year.
Every year the White Party gets bigger and better.
Friday night's attendance was record-breaking, and the sponsor hotels booked weeks in advance.
Men from all over the world are in town for the weekend.
Dean McCarthy is visiting from Australia, this is his first White Party.
"I've been traveling America for the last month, and then I made some friends in San Francisco, and they said come with us to this cool party, so here I am. I drove here from LA, I didn't know how to get here, I'm in the middle of the desert, and then I just turn up and its like an oasis and this massive party," said McCarthy.
Many others, like Hadley Rue, visited before and had to come back.
"I think just the socialization, you make new friends from all different places, so you form a nice web," said Rue, a Chicago resident.
And that networking helped corporate sponsor Grindr get their business flourishing.
"We're a location based service for men, gay men to meet other gay men on their iPhone, Droid or Blackberry. The White Party made a really big difference for us, because this was one of the first places that there were a bunch of guys in close proximity with each other, and they could see each other, they could talk, they could meet," said Grindr CEO/founder, Joel Simkhai.
The White Party has double the corporate sponsors this year, and they are expecting to break more records.
"Each year it really does get bigger and bigger, more people around the world hear about it, we have such a huge international following now, and Jeffrey Sanker's White Party is literally the premiere music dance festival to attend for gay men around the world," said White Part publicist, Phil Lobel.
But it isn't only gay men attending.
"Every year we've had more and more of the gay community's straight allies come to the party and enjoy what the gay men have known for years, that the boys really know how to throw the best party in the world," said Lobel.
And the party's just getting started.
"Everybody's having a great time and its beautiful weather, so what more could you ask for," said Rue.
There is plenty more party left, Saturday night is the signature White Party -- they will party until 5am.
And at Sunday's tea dance Real Housewives Lisa Vanderpump will be crowned queen of the White Party