On the Block

LGBTQ Tourism

by Andrew Thompson

Mayor Nutter's 2009 budget cuts included a $2 million reduction of the Commerce Department's economic stimulus program, including money for tourism marketing. Equality Forum, the national gay rights organization, whose yearly event attracts tens of thousands of visitors, was a major recipient of that funding: Its staff estimates that the $100,000 it received accounted for 12 percent of its budget. Going without that money means less promotion and fewer chances to build up Philadelphia as an inviting place for LGBTQ visitors, says Equality Forum Executive Director Malcolm Lazin.

Gay-tourism advocates think this is a mistake. While no one knows exactly how many gay tourists visit each year, a concerted effort to market Philly as gay-friendly has helped make it the 13th most-visited U.S. city by gay and lesbian tourists, says Jeff Guaracino, spokesman for the Greater Philadelphia Tourism Marketing Corp.

"For every dollar that's invested in marketing Philadelphia as a gay and lesbian travel destination, there's a $153 return," Guaracino says. This is double the revenue from the average straight visitor because LGBTQ people have, on average, more disposable income than straight people. The city could theoretically miss out on about $15 million.

Guaracino says the budget cuts are a double-whammy for groups that hold events, like Equality Forum: In addition to the marketing funds, they have to compensate for cuts to services they rely on, like sanitation and security.

Already, Equality Forum has reduced the number of promotional brochures it sends out by 200,000, and scaled back the rainbow flags it hangs around the city — "a great promotional tool and welcoming sign," says Lazin.

"The city's shooting itself in the foot by virtue of not supporting this," he says. Rather than gutting the tourism grant, Lazin says he'd prefer for the city to distribute cuts proportionally across departments.

(andrew.thompson@citypaper.net)