Thank You To Our Partners SENATOR TERRY GIPSON New York State - - PowerPoint PPT Presentation

Thank You To Our Partners

SENATOR TERRY GIPSON

New York State Senator, 41st District

Sean eldridge

Founder and President, Hudson River Ventures

Mike Oates

Chief Executive Officer, Hudson River Ventures

Ross D. Levi

VP, Marketing Initiatives, Empire State Development

Today’s goals

Better understand the demographics and habits of the LGBT community Understand how your business relates to the community Walk away from today with new ideas for reaching

• ut to gay and lesbian consumers to attract new

business Continue conversations about how we as a destination can work together to leverage our assets

WHO IS THE gay & lesbian COMMUNITY?

This Morning’s Discussion:

WHO IS THE gay & lesbian COMMUNITY?

WHO IS THE gay & lesbian COMMUNITY?

Source: Community Marketing, Inc. (2012 LGBT Community Survey)

L G B T G a y & L e s b i a n G a y

• F

r i e n d l y G L B T L e s b i a n & G a y R a i n b

• w

I m a g e G a y

• W

e l c

• m

i n g L G B T Q S t r a i g h t A l l y R a i n b

• w

w

• r

d L G B T Q Q I A

15% 43% 42% 59% 58% 65% 75% 58% 74% 75% 87% 9% 30% 32% 38% 52% 51% 57% 60% 69% 76% 71%

Gay Men Lesbians

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

• ut 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

• f $50,000 or more (compared to 21% of other US

adults)

Source: Harris Poll & Witeck-Combs Communications, Inc

WHO IS THE gay & lesbian COMMUNITY?

2011 2012 change

Gay Men 68% 91% +23 Lesbians 60% 82% +22

Nat’l Average

Men 49% 63% +14 Women 43% 60% +17

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

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)

what are the gays up to?

This Morning’s Discussion:

what are the gays up to?

Source: Community Marketing, Inc. (2012 LGBT Travel Survey)

Family Travel Resort & Spa Outdoor Entertainment LGBT Destination Urban Activities Food & Beverage Museums & Heritage

51% 46% 29% 40% 42% 42% 31% 18% 54% 46% 46% 43% 42% 32% 29% 7%

Gay Men Lesbians

What motivates gays & lesbians to travel?

what are the gays up to?

Source: Community Marketing, Inc. (2012 LGBT Travel Survey)

Shopping Romance Urban Activities Entertainment LGBT Bars/Clubs Eat & Drink Museums & Heritage Visit Friends/Family Rest & Relaxation

58% 30% 27% 24% 13% 15% 12% 32% 12% 57% 35% 32% 32% 31% 26% 23% 21% 18%

Gay Men Lesbians

What are their main interests when traveling?

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.

the new normal

This Morning’s Discussion:

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