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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.”
For
more information, contact the Vermont Gay Tourism Association through
their website at www.vermontgaytourism.com.


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