NEW STATE-WIDE ASSOCIATION TARGETS
GAY & LESBIAN TRAVELERS

The new Vermont Gay Tourism Association Inc. was recently established and has elected its first officers:  President - Jeff Connor (Grunberg Haus); Vice President of Marketing – Darrick Pitstick (Timberholm Inn), Treasurer - Willie Docto (Moose Meadow Lodge), and Secretary - Jeanne Matthews (Graphic Services).  The Vermont Gay Tourism Association (VGTA) is a not-for-profit organization whose purpose is to promote Vermont to gay & lesbian travelers.  Any individual, business or group who serves the gay and lesbian niche market may join the VGTA.

Since its passage in 2000, Vermont ’s civil union law - which grants same-sex couples the same rights and responsibilities as marriage - has resulted in an economic boom.  Businesses throughout the state have experienced an increase in a once-ignored segment of the Vermont tourism market.  All types of businesses have benefited, including lodging establishments, restaurants, caterers, retailers, florists, photographers, musicians, attractions and others.

The legalization of same-sex marriage in Canada and in Massachusetts helped serve as a catalyst in forming the VGTA.  “We realized that there was a great potential for Vermont to lose business to our neighbors north and south of us,” said Jeff Connor, co-owner of the Grunberg Haus in Duxbury.  “We already knew that Tourisme Montreal had an aggressive campaign to target the gay market, even before they granted same-sex marriage in Quebec .  We thought: ‘How can we compete?’”

While civil unions have played a great role in increasing gay tourism in Vermont , many gays and lesbians travel to Vermont simply for the same reasons other visitors come.  “ Vermont has all of a sudden come under the radar screen of gay and lesbian travelers.  They want a place to relax, to enjoy nature or to rekindle a romance.  A place with fresh air, scenic mountains and great places to eat,” said Darrick Pitstick, co-owner of the Timberholm Inn in Stowe.  “We saw tourism boards throughout the country going after the same market, and realized we had to do promote Vermont , too.”

According to the San Francisco-based Community Marketing Inc., gays and lesbians represent a $54.1 Billion travel market.  Many destinations are trying to compete for these dollars.  The Greater Ft. Lauderdale Convention & Visitors Bureau spent  $200,000 on advertising to attract gay & lesbian travelers, resulting in an estimated $700 million spent by gay & lesbian visitors.  In November of 2003, Philadelphia began a $900,000 campaign targeting gays and lesbians.  Other destinations that have similar campaigns include, Miami , San Diego , Miami and Washington , DC .

The Vermont Gay Tourism Association has started off its campaign with more modest means.  They are developing a new website geared to both visitors and businesses (www.vermontgaytourism.com).  Last November, the VGTA participated in the Gay Life Expo in New York City , which was attended by an estimated 20,000 people.  In January they hosted a familiarization (fam) tour of North-central Vermont for several travel writers from national gay & lesbian publications and Internet sites.  Another fam tour is schedule for early Summer in the South-central area of the state.  Co-operative advertisements will also be appearing in Boston and New York publications.

The VGTA currently has about 30 members and has hired a membership coordinator to recruit more members. “We’d love to see at least 100 members,” said Jeff Connor.  “That’s the minimum core group we see as critical in order for us to effectively compete in the market.”

Willie Docto, co-owner of Moose Meadow Lodge in Duxbury added, “ Vermont is a new and emerging gay travel destination.  We need other businesses and individuals to help us promote Vermont as a gay travel destination.  We want to position Vermont as a romantic, friendly and fun alternative to the typical urban destination.  We hope to be partnering with the State’s Department of Tourism & Marketing, regional marketing groups and other business groups.    In the end we all benefit.”