Our World Magazine

January / February 2000, Page 42

Dan Ware & Toto's Decade of Excellence

By Wayne Whiston

I remember when I first heard that Toto Tours--Adventure Vacations for the "Friends of Dorothy"--had begun operations. It was 1990, a time when new tour companies catering to the gay and lesbian community were starting up at a fast pace. I thought perhaps an enterprise named Toto Tours might be a little over the top. Gay travel had matured, and we were coming into our own. Was this a gimmick? A throwback to the sexy seventies? (An era many of us were still trying to get over!) But then I spoke by phone to the founder, Dan Ware.
     Dan has always had personality in spades and a delightful comic wit. He swiftly brought the name "Toto" into perspective. It was a bit of fun during a time when travel agents and other industry leaders were taking themselves a bit too seriously. The press releases began to arrive, one by one, each with the footprints of Dorothy's little pet Toto printed across the top. In practically no time, the footprints became a recognizable brand. We all realized that Dan was a sharp businessman with a sense of humor!
     Dan and I became fast friends, via the telephone. Today, I especially relish those conversations he and I had on days when I felt exhausted and exasperated over the daily doldrums. Dan is always a good listener, generous with helpful comments. And he is brilliant at concluding every conversation on an upbeat note. What a great guy!
     Dan began Toto Tours on a shoestring. He juggled his trip obligations, while he held down a day job marketing for Chicago area organizations. On top of this, Dan helped to raise two children from a previous marriage as he began a relationship with film critic Jonathan Lewis (Jonathan was a "partner in crime" as I secretly researched information for this article).
     Toto's maiden voyage took six clients on a seven-day excursion through the national parks of Southeastern Utah. I recall talking to Dan about his goals for the future. Early on, he said that he hoped to be able to organize a trip through France on a barge, in about three to five years. I inquired: "Why wait so long?" He noted that it took a large down payment to secure a barge, plus a great deal of planning. My reply was quite simple: "Plenty of people are out there who would love to do something different." Dan went ahead with the trip, ultimately escorting two separate cruises along the Burgundy canals in Toto's first year!
     Since then, Dan has accomplished many firsts in gay travel. Probably the most notable was the well publicized "Family Values Vacations," tailored for gay families: gay men, lesbians, and their children. These events were actually precipitated by Dan's children who had been pestering him to take them on one of his tours. Toto's first "Family Values Vacation" included Dan, his children as well as other gay and lesbian parents along with their [progeny]! The first venue was a dude ranch several miles south of Gaylord, Michigan. A local Baptist minister was outraged that homosexuals--"contrary to the Bible, and the principles on which this country was founded" he asserted--were planning a visit to the area. The "man of God" was determined to protest the presence of Toto's group. Dan was nervous about the prospect of demonstrations, but Toto's founder refused to cancel the tour. Ultimately, the event went off without a hitch. The hypocritical homophobes never showed up, and a backlash against the bigots brought the "Gaylord affair" to the attention of the national media.
     I recall my conversation with Dan on his return from the event. How did it all go? He laughed: "I could never have afforded the publicity this situation afforded Toto Tours for free!" The story was picked up by the press nationwide, and even overseas. Because the vast majority of the articles were positive and upbeat, Toto Tours became a household name. Headlines included: "Gay Parents and their Kids Plan Trip to Gaylord Despite Protests," "Stance Smacks of Homophobia," and "Shame on Wishy-Washy Americans." To be sure, Dan's well-meaning "Family Values Vacation" turned into a major marketing coup.
     The time came, during an IGLTA Convention in Provincetown, when I finally got to meet Dan. He was everything I supposed he would be. As we walked into the room where the kick-off cocktail mixer was being held, Dan approached wearing a big grin. "You must be my friend from Our World, Wayne!" My colleagues and I found Dan's enthusiasm and unaffected manner utterly refreshing. Some seven years later, Dan has not changed one iota. He continues to attend conventions and always displays the same honest exuberance.
     Dan has stuck to his principles. He always encourages gay travelers to find personal enrichment through adventure travel. His unofficial motto is "the Earth is one community." Certainly, our hats go off to his prejudice-free higher understanding gained through his own spiritual journey through life.
     As readers will note, even the names chosen to describe Toto's tours are indicative of Dan's amusing nature and good spirit. Examples include: a clean and sober sail in the Grenadines called The Good Ship Lollipop; a clothing optional sail in the Caribbean aptly designated The Sail Monty; La Dolce Vita introduced the Harvest Wine Festival in Tuscany; and fittingly, an Australian trip to the Outback and Great Barrier Reef became The Land of Oz.
     Dan has endeavored to design most of his tours to incorporate women. However, with the rise of women-only travel companies, he found relatively few women making reservations for his trips. So he shared the lesbian contacts he had made through his "Family Values Vacations" with a women's tour company.
     This brings to mind just one more example of Dan's generosity of spirit. A woman writer in New England called to see if we would be interested in an article on Costa Rica. Yes, indeed! She mentioned that she and her partner were booked on a gay tour in May. I responded that, as far as I knew, there was only one such tour scheduled that month, and it was a men-only trip. In fact, the writer had already called Dan, who immediately agreed to take the women, dependent upon notifying his clients to ensure that none objected. And none did! The piece was written for Our World. The writer emphasized that she and her partner enjoyed one of their best vacations ever, having been treated like "queens" by the other participants. It was a most unusual, provocative piece. An exclusively men's trip written by a woman!
     I also spoke with Marty and Matt from New Jersey, two very satisfied clients--now friends--of Dan. They have been on several tours over the years, often enjoying two or three trips a year. Both men are busy professionals who found it too time-consuming to plan a vacation on their own. Their first trip with Toto was a whitewater rafting adventure in Colorado's Grand Canyon. They were so impressed with the organization, their fellow travelers, and Dan, that they were hooked. Since then, they have sailed the Caribbean, explored Greece, and vacationed in Costa Rica with Toto Tours. Matt states: "Dan is so honest and up front, always asking for feedback from his clients. He keeps in touch with the participants and constantly improves his product. And anyone on a Toto Tours who is having a birthday or anniversary is treated to a party and gift from Dan. We only wish there were more people in the travel business like him!"
     I can't say much more to praise Dan without sounding maudlin. In short, from the bottom of our hearts, the Our World staff would like to congratulate him and Toto Tours on their 10th anniversary. It's been a long haul from Dan's home town of Walla Walla, Washington, to his present residence in the Windy City. But we are all better off thanks to him and his gay tours around the world on unforgettable holidays. Toto's repeat clients attest to the success of the company, and today Dan's solo career is Toto Tours. He deserves the best, and has been fortunate to find a partner who not only shares his love of travel, but is moreover proficient in the all-important but mundane office work that goes with any business. When possible, Dan and Jonathan relish their time together among friends during one of their own tours.
     Like Dorothy, Dan followed his yellow brick road, and discovered that there is "no place like home." The key difference is this: for Dan, the entire world is home! And all people count. Dan Ware is the embodiment of the best there is in our community and the travel industry. We wish you decades of health, happiness, and great travel adventures!