Thank You To Our Partners
SENATOR TERRY GIPSON New York State Senator, 41st District
SEAN ELDRIDGE Founder and President, Hudson River Ventures
Ross D. Levi VP, Marketing Initiatives, Empire State Development
This Morning’s Discussion: WHO IS THE gay & lesbian COMMUNITY?
WHO IS THE gay & lesbian COMMUNITY?
WHO IS THE gay & lesbian COMMUNITY? Source: Community Marketing, Inc. (2012 LGBT Community Survey) Gay Men Lesbians 71% 87% 76% 75% 69% 74% 60% 58% 57% 75% 51% 65% 52% 58% 38% 59% 32% 42% 30% 43% 9% 15% LGBT Gay & Lesbian Gay-Friendly GLBT Lesbian & Gay Rainbow Image Gay-Welcoming LGBTQ Straight Ally Rainbow word LGBTQQIA
WHO IS THE gay & lesbian COMMUNITY? Truth or myth: Kinsey’s 10% theory New York State ranks 2nd (behind California) with highest concentration of same-sex households The 2010 Census found that about 25% of same-sex households in the US are raising children Source: The Gay & Lesbian Atlas from The Urban Institute
WHO IS THE gay & lesbian COMMUNITY? Spending Habits 72% of gay & lesbian consumers prefer to buy from companies that advertise to them directly 89% of gay men and lesbians are highly likely to seek out brands that advertise uniquely to them Average household income of gay & lesbian consumers is $85,000 43% of gay men and lesbians have personal incomes of $50,000 or more (compared to 21% of other US adults) Source: Harris Poll & Witeck-Combs Communications, Inc
WHO IS THE gay & lesbian COMMUNITY? Source: Community Marketing, Inc. (2012 LGBT Community Survey) Smartphone ownership Ownership among gay consumers has accelerated at a faster rate compared to the national average and is now nearly ubiquitous, especially for gay men 2011 2012 change Gay Men 68% 91% +23 Lesbians 60% 82% +22 Nat’l Average Men 49% 63% +14 Women 43% 60% +17
WHO IS THE gay & lesbian COMMUNITY? Since the recession, LGBT travel is recovering Source: Community Marketing, Inc. (2012 LGBT Travel Survey)
WHO IS THE gay & lesbian COMMUNITY? LGBT travel has increased by one trip in the past 12 months, compared to 2011 results. Source: Community Marketing, Inc. 2012 (LGBT Travel Survey)
This Morning’s Discussion: what are the gays up to?
what are the gays up to? Source: Community Marketing, Inc. (2012 LGBT Travel Survey) What motivates gays & lesbians to travel? Gay Men Lesbians 51% Museums & Heritage 54% 46% Food & Beverage 46% 29% Urban Activities 46% 40% LGBT Destination 43% 42% Entertainment 42% 42% Outdoor 32% 31% Resort & Spa 29% 18% Family Travel 7%
what are the gays up to? Source: Community Marketing, Inc. (2012 LGBT Travel Survey) What are their main interests when traveling? Gay Men Lesbians 58% Rest & Relaxation 57% 30% Visit Friends/Family 35% 27% Museums & Heritage 32% 24% Eat & Drink 32% 13% LGBT Bars/Clubs 31% 15% Entertainment 26% 12% Urban Activities 23% 32% Romance 21% 12% Shopping 18%
what are the gays up to? Source: Community Marketing, Inc. (2012 LGBT Travel Survey) Returning to a favorite place is the leading motivator for selecting a travel destination Having an LGBT-Friendly reputation is also important - 26% of gay men & 21% of lesbians said that it influenced their decision.
what are the gays up to? Museums & Heritage #1 area of interest (54% gay men, 51% lesbians) New York State is rich in these resources (heritage sites, museums, “Great Estates”, etc) Second-Home Purchases & Renovations
what are the gays up to? Food & Beverage #2 most popular for gay men and lesbians New York State has a strong network of local growers, producers, and agritourism activities Many seek out unique experiences as part of their travel
what are the gays up to? Entertainment, Arts & Culture Continually rank high as an area of interest for both gay men and lesbians In continued pursuit of a unique experience, they seek out galleries, public art, architecture, performance art, live music, and creative experiences
what are the gays up to? Urban Activities #2 (tied) area of interest for gay men; much less popular for lesbians New York State’s mid-size cities can still satisfy the gay male traveler’s interest in visiting a place that features things like shopping, nightlife, culture, and a bustling atmosphere
what are the gays up to? Outdoors #3 (tied) area of interest for lesbians; much less popular for gay men Contrary to gay men seeking urban environments, lesbians seek out sports, nature, and outdoor adventure/recreation.
This Morning’s Discussion: the new normal
where the gays are Organizations Civil Rights Advocacy Human Rights Campaign Empire State Pride Agenda National Gay & Lesbian Task Force Community Centers Foundations & Organizations
where the gays are Publications Men’s Interests OUT, Genre Women’s Interests GO! Magazine, Curve General Interest The Advocate OUT Traveler & Passport GLCC Newsletters
The new normal Gay People Don’t Necessarily Need Gay Places Marriage Equality has Redefined “Couples” Gay Parents are Redefining “Family” Mainstreaming is Reshaping Gay Destinations
The new normal Importance of Allies Allies are Fueling the Equal Rights Movement Diversity in the Business Community Fosters Loyalty from Gay & Lesbian Consumers Diversity is a Talent Magnet
new york state is perfectly set up to be a nationally recognized gay-affirming destination
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