The local organization that seeks to boost the city’s appeal as a gay-friendly tourist destination recently announced several boosts to its own infrastructure.
During its Annual Event April 16 at Tavern on Camac, the Philadelphia Gay Tourism Caucus revealed numerous organizational and financial initiatives that will assist the city in capturing a portion of the still-strong gay dollar.
Greg DeShields, senior director of corporate relations at Temple University School of Tourism and Hospitality Management, unveiled the PGTC’s new brochure that details the organization’s gay-sensitivity training program.
Temple and PGTC first launched the training initiative in late 2007 at local hotels to ensure that employees know how to provide LGBT travelers with the same welcome and level of service as other visitors, and since then have conducted the program in businesses throughout the area.
The training includes skits that detail the challenges LGBT travelers could encounter at businesses that are not attuned to their needs, and encourages discussion among employees about how they can best reach out and welcome all guests.
Bruce Yelk, PGTC events chair, said the brochure, which explains the need for and benefits of the sensitivity training, will be available to all current and new members.
Yelk noted that all member organizations receive one free training session, and that PGTC is “happy to provide the gay sensitivity training to any company that wants it.”
The organization further disclosed that it had just received $25,000 in funding from the state government, which it will contribute toward the sensitivity training and research on the LGBT travel industry.
PGTC also announced during the meeting, which drew about 90 people, that the Center City District has again signed on to sponsor the organization’s Merchant Initiative brochure, which provides an easy-to-read compilation of all the gay-owned and gay-friendly businesses in the area for visiting LGBT individuals.
The organization’s efforts to attract LGBT travelers are not for naught. Tom Roth, president of the San Francisco-based LGBT marketing firm Community Marketing Inc. and the event’s keynote speaker, explained that LGBT travel is still a valuable sector, despite the recession.
“He talked about how the gay market did take a dip, along with the mainstream market, but it has started to level off now. That’s a really good sign for the gay market,” Yelk said. “But he also said that a lot of destinations can be doing a better job of pinpointing their advertising toward this community. For a lot of destinations and a lot of businesses, if you hone in on what you’re marketing to, you could increase your business. The gay market is still traveling more than the mainstream market.”
Yelk said local businesses took note of this idea and PGTC drew about $1,000 in membership registration fees during the event.
For more information about the PGTC or to join, visit www.phillygaytourism.com.
Jen Colletta can be reached at [email protected].