Market to gays, report advises
A consultant says Pinellas County could increase tourism revenue by advertising to gay travelers, who spend more.
By STEVE HUETTEL, Times Staff Writer
Published June 27, 2006
Pinellas County is off the radar screen of most gay and lesbian tourists but could tap into the lucrative market by promoting itself as a "gay-friendly" destination, according to a consultant's report.
Only two-thirds of gay respondents in a national survey were familiar with the St. Petersburg/Clearwater area and 13 percent plan to visit in the next two years.
"Exploring this market will require a significant, extended and consistent marketing effort to establish the branding ... for a "Gay-Friendly St. Petersburg/Clearwater," wrote Walter Klages, whose Tampa company conducts research for the county's tourism marketing agency.
Klages also suggested the St. Petersburg/Clearwater Convention & Visitors Bureau look into whether the campaign might alienate traditional families, the county's bread and butter tourists, before sinking money into targeting gay people.
The agency began "niche marketing" aimed at African-Americans, Hispanics and gays and lesbians this year with proceeds from a 1-percentage-point increase in the resort tax.
Advertising to the ethnic groups is under way, but officials decided to wait for the survey of gay tourists before developing a marketing plan.
South Florida tourism marketers have long pitched their destinations in gay magazines and other media, said Carole Ketterhagen, executive director of the Pinellas bureau.
She cited state statistics that 60 destinations nationwide now market to gays.
"Our primary focus is still on the family and couples market," said Ketterhagen. "But it's important to develop as many niche markets for the destination as possible."
St. Petersburg City Council chairman Bill Foster asked during a budget hearing on the resort tax last month whether advertising to gays would turn off family vacationers.
He accepted Ketterhagen's answer that like other visitors, gay tourists come to Pinellas for a quiet vacation, not the night life of Miami's South Beach or Key West.
Advertising would be in gay-oriented publications that straight tourists won't likely see, she said Monday.
She didn't expect politicians, hoteliers or the public to object.
"Pinellas has always been a welcoming, hospitable destination for all visitors," said Ketterhagen, citing the strong turnout for Saturday's St. Pete Pride Festival.
Tourism boosters typically covet gay and lesbian visitors, who on average have higher household incomes, travel more often and spend more when they go on vacation.
The survey conducted in March by Community Marketing Inc. in San Francisco received responses from 1,730 adults.
Of those responding:
* Median household income is $87,500, with 41 percent earning more than $100,000.* 96 percent took at least one overnight leisure trip in the past two years, and the median number of trips was six.* 56 percent visited Florida in the past two years. Fort Lauderdale/Wilton Manors was the most visited destination, at 30 percent. Fourteen percent visited Tampa and 11 percent went to St. Petersburg/Clearwater.
Steve Huettel can be reached at huettel@sptimes.com or 813 226-3384.
Tourist destinations
The Tampa Bay area lagged behind other Florida destinations among gay and lesbian consumers asked in a national survey about their travel plans. Here are the share of respondents who expect to visit a Florida destination in the next two years:
Key West 50 percent
Miami/South Beach 48 percent
Fort Lauderdale 43 percent
Orlando 40 percent
Tampa 18 percent
St. Petersburg/Clearwater 13 percent
Sarasota/Bradenton 8 percent
Source: Community Marketing Inc.
By STEVE HUETTEL, Times Staff Writer
Published June 27, 2006
Pinellas County is off the radar screen of most gay and lesbian tourists but could tap into the lucrative market by promoting itself as a "gay-friendly" destination, according to a consultant's report.
Only two-thirds of gay respondents in a national survey were familiar with the St. Petersburg/Clearwater area and 13 percent plan to visit in the next two years.
"Exploring this market will require a significant, extended and consistent marketing effort to establish the branding ... for a "Gay-Friendly St. Petersburg/Clearwater," wrote Walter Klages, whose Tampa company conducts research for the county's tourism marketing agency.
Klages also suggested the St. Petersburg/Clearwater Convention & Visitors Bureau look into whether the campaign might alienate traditional families, the county's bread and butter tourists, before sinking money into targeting gay people.
The agency began "niche marketing" aimed at African-Americans, Hispanics and gays and lesbians this year with proceeds from a 1-percentage-point increase in the resort tax.
Advertising to the ethnic groups is under way, but officials decided to wait for the survey of gay tourists before developing a marketing plan.
South Florida tourism marketers have long pitched their destinations in gay magazines and other media, said Carole Ketterhagen, executive director of the Pinellas bureau.
She cited state statistics that 60 destinations nationwide now market to gays.
"Our primary focus is still on the family and couples market," said Ketterhagen. "But it's important to develop as many niche markets for the destination as possible."
St. Petersburg City Council chairman Bill Foster asked during a budget hearing on the resort tax last month whether advertising to gays would turn off family vacationers.
He accepted Ketterhagen's answer that like other visitors, gay tourists come to Pinellas for a quiet vacation, not the night life of Miami's South Beach or Key West.
Advertising would be in gay-oriented publications that straight tourists won't likely see, she said Monday.
She didn't expect politicians, hoteliers or the public to object.
"Pinellas has always been a welcoming, hospitable destination for all visitors," said Ketterhagen, citing the strong turnout for Saturday's St. Pete Pride Festival.
Tourism boosters typically covet gay and lesbian visitors, who on average have higher household incomes, travel more often and spend more when they go on vacation.
The survey conducted in March by Community Marketing Inc. in San Francisco received responses from 1,730 adults.
Of those responding:
* Median household income is $87,500, with 41 percent earning more than $100,000.* 96 percent took at least one overnight leisure trip in the past two years, and the median number of trips was six.* 56 percent visited Florida in the past two years. Fort Lauderdale/Wilton Manors was the most visited destination, at 30 percent. Fourteen percent visited Tampa and 11 percent went to St. Petersburg/Clearwater.
Steve Huettel can be reached at huettel@sptimes.com or 813 226-3384.
Tourist destinations
The Tampa Bay area lagged behind other Florida destinations among gay and lesbian consumers asked in a national survey about their travel plans. Here are the share of respondents who expect to visit a Florida destination in the next two years:
Key West 50 percent
Miami/South Beach 48 percent
Fort Lauderdale 43 percent
Orlando 40 percent
Tampa 18 percent
St. Petersburg/Clearwater 13 percent
Sarasota/Bradenton 8 percent
Source: Community Marketing Inc.
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