It was a sunny Monday morning in Palm Springs and the first quiet moment Jeffrey Sanker had in days. Maybe weeks.

He sighed and asked a friend if he had caught the license plate of the truck that hit him.

“I worked so hard, put so many hours into it,” Sanker said of the first White Party Palm Springs, which he threw 20 years ago. “You really feel like a truck hit you.”

He had promoted parties for hot clubs in New York City — Studio 54, Limelight, Palladium. But for Sanker, a relatively new Californian, this White Party was the first time he had gone out on his own.

“There's so much buildup and anxiety and stress leading up to it, and when it's over, it's over,” he said. “You're relieved and exhausted.”

His for-profit venture took a loss the first year. It took him 12 months to pay off the credit card bills. The second year, he halved his losses. But it was still a loss.

“My friends and family said, ‘Are you sure you want to continue?'” he recalled. “I had a dream that it would be possible. I saw a future.”

Twenty years after it emerged on the scene in Palm Springs, the White Party has grown to an internationally recognized event that draws 15,000 to 20,000 people annually.

The White Party and its sister event, the Dinah Shore Weekend, attract thousands of gay and lesbian tourists to Palm Springs every April.

Local restaurants are packed with party guests. They fill rooms at hosting resorts and spill over into the dozens of gay- and lesbian-owned hotels.

The White Party alone was estimated to garner $1 million in tax revenue annually for the city of Palm Springs in recent years.

The founder of Los Angeles-based Jeffrey Sanker Entertainment Inc. talked late last month about where the party started 20 years ago and its future.

QUESTION: When you started this, why did you choose Palm Springs?

ANSWER: In 1988, I had a friend who hosted a party over the Dinah Shore golf event. It was my first trip to Palm Springs. I pulled into town, and I saw the mountains with the snow. I saw the desert, and it attracted me. It's quite beautiful.

I saw the girls, and thought I could do this on a different weekend for the men. The idea was to get people out of the clubs, out of the big city and into some place a little more casual. I think we had 600 people at the first party.

It really hit me when I stood up before (the Palm Springs) City Council last night and said I was proud to be here for 20 years. I think I helped grow and develop Palm Springs. A lot of people that I brought from L.A. fell in love with the area and bought houses.

Can you quantify that?

Five of my 10 friends did. Half the people I know personally have come to my parties and bought houses. I can only say it for me, but it's a big number.

You have run nightclubs, restaurants and promoted monstrous parties in exotic places. Some people are lucky to do just one of those things successfully. Do you have different approaches for running each?

I think from the big events to the nightclubs to the restaurants, I think it's about quality. Like Donald Trump is “location, location.” Mine is “quality, quality.”

When they see my name attached to it, they know it's going to be a first-rate event with quality locations, quality performers and quality food.

Yeah, but how do you ensure quality? Do you have to be a perfectionist?

Yeah, I'm a perfectionist. Basically, yes. (Chuckles.)

The larger things, I have great operational people for the lights and sound and décor. But the details, as far as the ambient lighting in the room, making sure there's flowers out, making sure the VIP areas are staffed properly, lighting candles — all the small details, I like doing myself.

I bus tables if I have to. If I see dirty cups, I throw them away. I think your customer sees the owner working, it brings it down, makes it more approachable. It's more mom-and-pop.

I think people like to have the attention. I look at everyone like my customer, and if they're not happy, I'm not happy. Even if they're wrong.

Do you think the economy will affect attendance and guests' spending habits this year? Have you made any adjustments?

We've done a lot of things. We've adjusted prices at hotels. We've lowered it about 20 percent. We've shortened the night-minimum from three nights to two, and we're filling up the hotels because of that.

We're down about 10 percent across the board from last year, and I'm very happy with 10 percent compared to the economy and other events that have canceled. I've also lowered my ticket prices and am offering layaway.

The concert promoters for Coachella and Stagecoach did that when the economy started to sour.

I took a cue from them. I would say about one-third are taking us up on it. And we take credit cards, so you can pay that later also.

I think we're being more conscious of giving value for your dollar. With the weekend pass, you get Friday for free. I've never done that before.

Will you have any surprise guests this year?

There will be a surprise guest, but the rest of the talent is advertised. I like surprise guests and fireworks. Those are always my two favorite things.

Any favorite moments over the years?

J.Lo (Jennifer Lopez) and Toni Braxton were my two favorite surprise guests. And the Cher look-alike.

The real Cher couldn't make it at the last minute, but the look-alike was great.

Do you anticipate any political action related to Proposition 8 at this year's party?

I think the movie “Milk,” when it came out recently, solidified that we need to get behind our issues. Thirty years ago, it was Anita Bryant and rights back then, it's the same today with Proposition 8.

I think people took a lot for granted, and we need to stand up and fight. We certainly support (gay marriage), and we have people handing out information for it.

But this is kind of a fun event, and in these economic times, people want to get away and enjoy themselves.

This is really a celebration of spring. That's what this party is intended for — to come out and get away. It's spring break for older people — or for “not kids.”

I was having breakfast at Sherman's Deli, and the waitresses were saying, “Can't wait.”

And the future of the White Party? Where do you go next with it? How do you keep it relevant for younger generations of gay men?

I think moving forward, you have to look at your demographics — and there's definitely two demographics.

There are the twentysomething-year-olds who are wanting new things and there's the 40-plus crowd looking for something a little more high-end and luxurious.

I think the way to manage this event is to have two parallel events going on at the same time under the same umbrella of White Party for the whole community.

Lounge music by the pool and high-end hotels, and then we'll have crazy night parties with loud music for the younger people.

The Tea Dance from 4 to 10 p.m. (Sunday) really gets everyone together from 20 to 70.

There's a Ferris wheel and fireworks, and you watch the sun set over the mountains. It's my favorite event of the weekend.

This year, the City Council was very helpful in getting my permits for my parties and made some very helpful suggestions for continuing my parties in Palm Springs in the future. They really do want to keep my event in Palm Springs, and I want to keep it there also.

Will there come a time when Jeffrey Sanker doesn't want to throw parties?

I don't think so. I think I'm pretty happy doing what I'm doing, and it's something I can see doing for another 20 years.