Jacqueline Biggs — June 3, 2006 — Business
References: orlandosentinel & thedisneyblog.typepad
The annual GayDays event is in full swing in Orlando. This is the 16th year for the event and over 140,000 event participants are expected. This means huge swings in attendance at themeparks around the city - up to 60,000 Gay Days participants are expected at the Magic Kingdom on saturday. However, Disney is not an official sponsor, but given the US gay and lesbian travel market is valued at about $50 billion nationwide, the Magic Kingdom doesn't want to lose out, so holds fast to what it has always said: “The parks welcome everyoneâ€.
Trend Themes
1. Lgbtq-friendly Events - Businesses can create more LGBTQ-friendly events to attract this market segment and its $50 billion travel industry.
2. Inclusive Marketing - Companies can use inclusive marketing to show support for the LGBTQ community and attract their business.
3. Non-official Sponsorship - Businesses can benefit from non-officially sponsoring events, such as Disney benefits from the Gay Days event, without taking on the responsibility or potential backlash from official sponsorship.
Industry Implications
1. Travel and Hospitality - The $50 billion US gay and lesbian travel market highlights the potential for the industry to create more LGBTQ-friendly experiences and attract this market segment.
2. Marketing and Advertising - Inclusive marketing can help companies not only show support for the LGBTQ community but also attract this market segment, generating increased business.
3. Event Management - Non-official sponsorship allows businesses to benefit from large events, such as Gay Days at Walt Disney World, without taking on the added responsibility or potential backlash from official sponsorship.
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