Destinations Magazine - July/August 2013 - 21


market from every angle possible, as we
do with all our major markets.”
Gay and lesbian consumers seek destinations that get to know their needs and
wants, Salvato says.
“At every point it needs to feel that’s
been thought through – that it’s a legitimately gay-friendly destination,” he
says. It’s being able to ask the concierge

tag line. In winter the beach features
ice sculptures with bathing suits frozen
into them. Perhaps more significantly,
images of gay travelers are integrated
seamlessly into the bureau’s mainstream
marketing.
Destinations that want to reach this
lucrative market need a commitment
“from the top,” Gray says. “If you do it

“At every point it needs to feel that
it’s been thought through—that it’s
a legitimately gay-friendly destination.”
–Ed Salvato, Editor, Man about World magazinE
for a restaurant that’s welcoming to gay
people “and not being looked at funny.
And then behind the scenes, are the law
and policies on record consistent with
wanting to market to that consumer?”
Fort Lauderdale, Fla., was another
early marketer to lesbian and gay travelers. In 1996 the Greater Fort Lauderdale
Convention and Visitors Bureau began a
$35,000 outreach campaign, taking out
ads in gay magazines and travel publications and launching a gay-travel page
on its website. “It spiraled quickly,” says
Richard Gray, the bureau’s managing
director for the LGBT market. “We hit
gold. [To gauge return on investment], we
looked at traffic clicking on the gay page.
That’s how we measured our success and
felt we could start pushing the envelope.
Gradually, we developed a buzz.”
The bureau’s spending on marketing to gay and lesbian travelers is now
$475,000. Today 1.2 million gay and lesbian visitors to Fort Lauderdale spend
$1.47 billion annually, and they spend on
average 1.5 times that of their straight
counterparts. Of 4 million annual
unique visitors to the bureau’s website,
12-15 percent click on the LGBT page.
“For us there is a tremendous return
[on investment],” Gray says. The bureau
does very little print marketing anymore. Instead, it does things like send
a beach-on-wheels around the country,
with models playing volleyball and
wearing sunglasses with the bureau’s

badly, people know it. Work with an ad
agency and make sure a gay person is
working on the project. And know what
you’re selling. Not everyone wants a gay
bar. If there’s interesting hiking or something like that—focus on what you’re
selling.”
For the state of Massachusetts,
personal liberty and an inclusive tradition are integral to what it’s selling its
visitors. The state Office of Travel and
Tourism began marketing to the LGBT
community in 2007.
“It’s part of our values and standards
as a state to make sure all people know
they are welcome here,” says Betsy Wall,
the office’s executive director. “We had
early marriage equality laws, but also
this state has a tradition since the earliest days of its settlement of being a place
where all different types of people come
together. Personal liberty has always
been an essential element of Massachusetts story. ”
Wall says the state consciously integrates images of gay couples and families
into its communications.
“It’s a very straightforward, no-gimmicks view,” she says. “We make sure
our messaging isn’t accidentally leaving
somebody out.” The agency conducts
industry trainings around the state to
ensure gay travelers are treated well, and
reaches out to LGBT professional organizations to offer to host their meetings.
Wall and Churchmuch also note what

Salvato refers to as the “halo effect”—the
positive impact that outreach to gay and
lesbian travelers has on straight visitors who value such inclusiveness. For
example, in Montreal, a recent survey
found that 24 percent of visitors planned
to visit the city’s Gay Village.
“We know that 24 percent of our
visitors aren’t gay,” Churchmuch says.
“Straight allies are big influencers for us.
The Gay Village has become interesting
to everybody. All of the restaurants construct summer patios, and it’s a really
welcoming environment for everybody.
That has helped us stupendously for our
summer travel.”
“It’s the power of the invitation,”
Salvato says. “Gays and lesbians have
so long heard no, so to hear yes, it’s a
big deal and really resonates with gay
people—to really extend the invitation is
to go the extra step.” —Alexa Stanard

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Table of Contents for the Digital Edition of Destinations Magazine - July/August 2013

Destinations Magazine - July/August 2013
Contents
At the Fifty
The Thrill Is On
Leder(hosen) of the Pack
The Masters of Disaster
Sea for Yourself
Reaching Out
All About Safety
In Their Honor
A New Sheriff in Town
The Beach is Back
Multi-Use Makeover
All in the Family
Illinois
Indiana
Michigan
Ohio
Minnesota
Wisconsin
Florida
Georgia
North Carolina
South Carolina
Museum
Shopping
Destinations Magazine - July/August 2013 - BB1
Destinations Magazine - July/August 2013 - BB2
Destinations Magazine - July/August 2013 - Destinations Magazine - July/August 2013
Destinations Magazine - July/August 2013 - Cover2
Destinations Magazine - July/August 2013 - 1
Destinations Magazine - July/August 2013 - 2
Destinations Magazine - July/August 2013 - Contents
Destinations Magazine - July/August 2013 - 4
Destinations Magazine - July/August 2013 - 5
Destinations Magazine - July/August 2013 - 6
Destinations Magazine - July/August 2013 - 7
Destinations Magazine - July/August 2013 - 8
Destinations Magazine - July/August 2013 - At the Fifty
Destinations Magazine - July/August 2013 - 10
Destinations Magazine - July/August 2013 - 11
Destinations Magazine - July/August 2013 - The Thrill Is On
Destinations Magazine - July/August 2013 - 13
Destinations Magazine - July/August 2013 - Leder(hosen) of the Pack
Destinations Magazine - July/August 2013 - 15
Destinations Magazine - July/August 2013 - The Masters of Disaster
Destinations Magazine - July/August 2013 - 17
Destinations Magazine - July/August 2013 - Sea for Yourself
Destinations Magazine - July/August 2013 - 19
Destinations Magazine - July/August 2013 - Reaching Out
Destinations Magazine - July/August 2013 - 21
Destinations Magazine - July/August 2013 - All About Safety
Destinations Magazine - July/August 2013 - In Their Honor
Destinations Magazine - July/August 2013 - A New Sheriff in Town
Destinations Magazine - July/August 2013 - 25
Destinations Magazine - July/August 2013 - The Beach is Back
Destinations Magazine - July/August 2013 - 27
Destinations Magazine - July/August 2013 - 28
Destinations Magazine - July/August 2013 - 29
Destinations Magazine - July/August 2013 - 30
Destinations Magazine - July/August 2013 - Multi-Use Makeover
Destinations Magazine - July/August 2013 - 32
Destinations Magazine - July/August 2013 - 33
Destinations Magazine - July/August 2013 - All in the Family
Destinations Magazine - July/August 2013 - 35
Destinations Magazine - July/August 2013 - 36
Destinations Magazine - July/August 2013 - 37
Destinations Magazine - July/August 2013 - 38
Destinations Magazine - July/August 2013 - 39
Destinations Magazine - July/August 2013 - 40
Destinations Magazine - July/August 2013 - 41
Destinations Magazine - July/August 2013 - Illinois
Destinations Magazine - July/August 2013 - 43
Destinations Magazine - July/August 2013 - Indiana
Destinations Magazine - July/August 2013 - 45
Destinations Magazine - July/August 2013 - Michigan
Destinations Magazine - July/August 2013 - 47
Destinations Magazine - July/August 2013 - Ohio
Destinations Magazine - July/August 2013 - 49
Destinations Magazine - July/August 2013 - Minnesota
Destinations Magazine - July/August 2013 - 51
Destinations Magazine - July/August 2013 - Wisconsin
Destinations Magazine - July/August 2013 - 53
Destinations Magazine - July/August 2013 - Florida
Destinations Magazine - July/August 2013 - 55
Destinations Magazine - July/August 2013 - Georgia
Destinations Magazine - July/August 2013 - 57
Destinations Magazine - July/August 2013 - North Carolina
Destinations Magazine - July/August 2013 - 59
Destinations Magazine - July/August 2013 - South Carolina
Destinations Magazine - July/August 2013 - 61
Destinations Magazine - July/August 2013 - 62
Destinations Magazine - July/August 2013 - 63
Destinations Magazine - July/August 2013 - 64
Destinations Magazine - July/August 2013 - 65
Destinations Magazine - July/August 2013 - 66
Destinations Magazine - July/August 2013 - 67
Destinations Magazine - July/August 2013 - 68
Destinations Magazine - July/August 2013 - 69
Destinations Magazine - July/August 2013 - Museum
Destinations Magazine - July/August 2013 - 71
Destinations Magazine - July/August 2013 - Museum
Destinations Magazine - July/August 2013 - 73
Destinations Magazine - July/August 2013 - 74
Destinations Magazine - July/August 2013 - Shopping
Destinations Magazine - July/August 2013 - 76
Destinations Magazine - July/August 2013 - 77
Destinations Magazine - July/August 2013 - 78
Destinations Magazine - July/August 2013 - 79
Destinations Magazine - July/August 2013 - 80
Destinations Magazine - July/August 2013 - Cover3
Destinations Magazine - July/August 2013 - Cover4
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