When Philadelphia
rolled out a national ad campaign aimed at gay tourists
four years ago, some of the commercials featured same-sex
couples in Colonial costumes.
''Come to
Philadelphia,'' the ads said. ''Get your history straight
and your nightlife gay.''
Since then, the
city has become more sophisticated in its effort to
attract part of the annual $55 billion gay tourism market,
targeting subgroups within the gay and lesbian
community.
''Destinations
will need to further refine what they're offering the gay
traveler. No longer will it be enough to say, 'Hey, we're
gay-friendly. You should come here,''' said Jeff
Guaracino of the Greater Philadelphia Tourism
Marketing Corp.
Philadelphia has
been focusing recent marketing efforts on lesbians, who
are less likely to have visited the city than gay men,
according to Deborah Diamond, director of research and
strategy for the Greater Philadelphia Tourism
Marketing Corporation.
The tourism
agency partnered with R Family Vacations, a cruise company
founded by entertainer Rosie O'Donnell and her partner Kelli
that caters to gay and lesbian families. The city is
also reaching out to gay athletes by meeting with gay
softball, bowling and soccer leagues to accommodate
their competitions, and it recently hosted the International
Gay and Lesbian Film Festival.
''Every community
wants to be addressed specifically,'' said Thomas Roth,
president of San Francisco-based Community Marketing Inc.,
which specializes in marketing to gays and lesbians.
''I think the whole concept of the gay and lesbian
market is so '90s. Because, just like the mainstream,
gays and lesbians are looking for more personalization.''
Philadelphia saw
a $153 return for every dollar spent on its marketing
campaign, according to a 2005 gay tourism survey. But now
more than 75 cities around the world have gay tourism
campaigns, as do travel companies like Orbitz,
Travelocity, American Airlines and Southwest Airlines.
With so much
competition, it's important for cities to play to their
strengths, said Ben Finzel, co-founder of Out Front Blog. If
they're marketing to single gay men, for example, they
should advertise opportunities for meeting other gay
singles. Older gay couples might be more interested in
hotels, dining options and historic sites.
''It's important
for any destination to be genuine and honest.
Destinations shouldn't try to be all things to all people if
they don't have all things to offer all people,''
Finzel said.
John Wermuth, 43,
who lives in Atlanta, visits Philadelphia about once a
year. On a recent trip, he went to Independence Hall, the
Museum of Art and the theater -- the same
attractions that draw mainstream tourists.
When he visits,
he stays at the Alexander Inn, a gay-owned hotel in the
heart of the ''gayborhood,'' an area of gay-friendly stores
and restaurants.
Innkeeper John
Cochie, who founded the Philadelphia Gay Tourism Caucus,
said he has seen business grow since the city began its
national campaign in 2003.
''It's kind of
funny,'' Cochie said, ''because we banter a little bit
that we're a straight-friendly establishment.'' (Rubina
Madan, AP)