JJ Private Bar is a men's cruise bar with sauna facilities on Avinguda d'Uruguai, out past the old town on the way towards the Rincón de Loix side of Benidorm. It is a long walk or a short taxi ride from the gay village rather than part of it, which is most of the point: it is discreet in a way nothing in the old town can be.
The front is an ordinary bar. Behind it are the cruising areas and the sauna rooms, and live performances are part of what the bar does as well.
It is the second of Benidorm's two venues of this kind, alongside the sauna north of the old town, and the quieter of them.
