The neighborhood declined after World War II and particularly after the 1968 riots, but began to enjoy a resurgence in the 1970s, fueled by urban pioneers seeking an alternative lifestyle. The neighborhood took on a bohemian feel and became popular among the gay and lesbian community. Along with The Castro in San Francisco, Hillcrest in San Diego, Greenwich Village in New York City, Boystown in Chicago, Oak Lawn in Dallas, Montrose in Houston, and West Hollywood in Los Angeles, Dupont Circle is considered a historic locale in the development of American gay identity. D.C.'s first gay bookstore, Lambda Rising, opened in 1974 and gained notoriety nationwide. In 1975, the store ran the world's first gay-oriented television commercial.