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October is LGBT+ History Month, one of the many annual national events that provide an opportunity for Main Street businesses, gay-owned and otherwise, to celebrate the diversity of their communities. The Gay, Lesbian, Bisexual, Transgender, Intersex, and Ally (LGBTQIA) community is often on the forefront of revitalizing neighborhoods and commercial districts. Pride festivals and other events, as well as national and local media and LGBTQIA organizations, are ideal vehicles for promoting a Main Street as a gay-friendly destination eager for visitors and investment. Keep reading to learn from Main Street communities that welcome LGBTQIA businesses and customers and find out strategies to attract LGBTQIA entrepreneurs and visitors downtown.
With an estimated population of 11 million, LGBTQIA Americans have a combined estimated annual buying power of $900 billion. The worldwide figure is $3.7 trillion. The percentage of LGBTQIA people ranges from 2.7 percent in North Dakota to 9.8 percent in the District of Columbia. The high disposable income of DINK couples (Dual Income, No Kids) allows many LGBTQIA partners to dine out, attend theater, shop, and travel more than average Americans.
Flying Rainbow Flags
Businesses commonly display rainbow flags in front of their establishments to demonstrate that they are either gay-owned or operated or welcome LGBTQIA patrons. Main Streets seeking to diversify their business mix can actively promote their districts as being gay-friendly, in order to attract LGBTQIA entrepreneurs and customers. This can take the form of adding gay pride events to annual promotional event calendars, advertising the Main Street organization in local and regional LGBTQIA media, recruiting LGBTQIA board members and volunteers, and supporting organizations like PFLAG (formerly Parents, Family and Friends of Lesbians and Gays) and the Human Rights Campaign (HRC). Gay-friendly businesses (those that welcome and embrace LGBTQIA customers) benefit from word of mouth referrals and social media exposure.
Washington, DC’s annual Capital Pride parade draws as many as 150,000 people. Photo by Pleasant Mann, Courtesy Shaw Main Streets.
Florists and hairdressers used to be stereotypical LGBTQIA-owned and operated businesses—two business types where gay people found acceptance by the community at large. Gay bars, nightclubs and bathhouses, often in less desirable neighborhoods, were among the few places where the LGBTQIA community could safely gather. But today, as gay rights have become more established, LGBTQIA entrepreneurs are more comfortable being out and owning businesses of all types, and non-LGBTQIA businesses actively seek customers that identify as gay.
Change can be Difficult: Barriers to Equality
Anti-LGBTQIA discrimination can be an issue, especially in smaller, more conservative and rural communities. While same sex marriage is now legal throughout the US, many jurisdictions do not offer legal protections to their LGBTQIA residents. As diversity and equity issues are explored and systemic biases are challenged, more businesses and consumers will feel comfortable expressing their gender identity and sexual orientation.
Legal challenges, such as the “gay wedding cake” case that reached the US Supreme Court, have highlighted the resistance on some business owners’ part to serving LGBTQIA customers. While that case upheld the right of a Colorado bakery not to bake a cake for a gay couple’s wedding reception, many business owners are solicitous of such business, seeing it as an opportunity to expand their customer base.
Attracting LGBTQIA People in Cities
Washington, DC’s Shaw neighborhood, voted three consecutive years as being the city’s Best Gayborhood by the local LGBTQIA newspaper, has been home to some of the nation’s capital’s largest gay businesses, including nightclubs and bars. But as acceptance of LGBTQIA people has grown, such businesses have become more inclusive. Nellie’s Sports Bar, which opened in 2007 and was voted the Best New Business that year in an annual poll, initially projected that their customers would be 70 percent LGBTQIA and 30 percent non- LGBTQIA. But the bar’s offerings, including weekly drag bingo events, became so popular with the community at large that it was attracting 60 percent non-LGBTQIA clientele. Nellie’s has since become an annual citywide award-winner in a variety of categories.
LGBTQIA Shaw residents also own businesses, ranging from a large art gallery and event space to one of the city’s favorite Thai restaurants. Non-LGBTQIA-owned businesses of all types actively seek LGBTQIA customers.
But this was not always the case. In the mid-2000s, Shaw Main Streets and the community successfully defeated an effort by neighborhood churches to prevent a gay-owned bar from opening. No further challenges to LGBTQIA businesses opening in the neighborhood have materialized subsequently.
Most major US cities actively promote their LGBTQIA attractions though their convention and visitor bureaus. Some places have branded themselves as LGBTQIA destinations. Key West, FL (pop. 24,600), was the first US city to actively market itself to gay tourists and the first US city to elect a gay mayor. IGLTA, the International LGBTQ+ Travel Association, has over 2,500 North American tourism business members and promotes the social and economic impact of LGBTQIA travel. GayCities.com features over 160 US destinations for LGBTQIA travelers.
LGBTQIA-Friendly Districts in Non-urban Areas
Less urban Main Street communities have also embraced LGBTQIA businesses and consumers. Rehoboth, DE (pop. 1,500), known as the MidAtlantic’s Key West, is a popular beach vacation destination for LGBTQIA residents of the Washington to Philadelphia corridor, with some 200 bars, nightclubs, hotels, restaurants and other businesses welcoming gay guests. Approximately 50,000 people descend on Rehoboth Beach every summer. In the early 1990s, some longtime residents were concerned that LGBTQIA newcomers were threatening the city’s family environment. A ban on non-restaurant bars was imposed following an LGBTQIA bar being denied a liquor license. CAMP (Create a More Positive) Rehoboth, an LGBTQIA non-profit, conducted extensive outreach that helped heal divisions and build a more diverse and inclusive community.
Ferndale, MI (pop. 20,000) is well-known as the most LGBTQIA-friendly neighborhood in the greater Detroit area, home to many LGBTQIA organizations, businesses and residents, who made it the first city in Michigan to elect an openly gay mayor in 2007. Ferndale’s walkable downtown is home to a variety of businesses that are owned by or support the LGBTQIA community, as easily evidenced by the many rainbow flags flying throughout. Ferndale Pride, listed on the After Ellen website as a “Small City Pride That is Worth the Trip,” draws more than 25,000 attendees to Downtown Ferndale.
“Small rural communities also have the potential to attract more diverse audiences,” according to Valecia Crisafulli, former staff member at the National Main Street Center and now board president of Madison Main Street in Madison, IN (pop. 12,000). Madison has seen an increase in its gay population over the past few years, with many single professionals and couples buying homes, opening businesses, and socializing in the National Historic Landmark District.
Crisafulli credits a recent arrival from California for starting Madison’s Rainbow River Club, a new social group that gathers monthly in different downtown locations. “Larry was very inclusive in his outreach to gay and straight people in the area, as well as all age groups,” Crisafulli noted. “And in return, Main Street businesses have lined up to host the River Club events. Businesses see the potential for new customers. The partnership is a natural one, and it’s working.”
Madison businesses, many of which are focused on the arts and vintage audience, are a draw for LGBTQIA customers, and several new gay-owned businesses have opened in recent years, including retailers offering home decor, high-end furniture and antiques, and women’s apparel.
“The community needs to signal that it is a welcoming district,” Crisafulli said. “Many of our businesses proudly display ‘We Are an Inclusive Community’ and ‘Everyone Is Welcome Here’ signs. Our businesses owners actively support Rainbow River Club and PFLAG events, and that is a powerful signal for residents, as well as visitors to the community.”
Complete this assessment here to determine if your business district is LGBTQIA-friendly.
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Fremont, CA © Fremont Economic Development
For an Inclusive Recovery, We Need Support for Small Business and the Groups that Help Them
BDOs are place-based organizations that help small businesses and entrepreneurs to flourish. They have been on the frontline of support for the country’s hardest-hit entrepreneurs throughout the pandemic and have been working to enable thriving commercial corridors throughout the crisis.
Main Spotlight: Five Takeaways on Supporting Entrepreneurship from Matthew Wagner, Ph.D.
Matthew Wagner, Ph.D., Chief Program Officer at Main Street America, was featured on Breaking Down Barriers: a podcast from Startup Space highlighting stories of community leaders who break down barriers to entry for underserved and unrepresented entrepreneurs.
Main Spotlight: Windows of Opportunity — The Transformation of Empty Storefronts on Main Street
A vacant storefront is the perfect stage to creatively promote the available space or to showcase other businesses and events in the area.
Ripon, WI © RetailWorks, Inc
Small Businesses E‑Commerce Usage Continues to Increase as Holiday Revenues Were Mixed: Results from Our January 2021 Survey of Small Business Owners
We heard from 289 business owners in 35 states plus the District of Columbia in our new text message-based survey of small business owners across the network.
Community Spotlight: Paving the Path from Pop-up to Permanent at the Batavia Boardwalk Shops
The Batavia Boardwalk Shops are freestanding, purpose-built structures acting as seasonal pop-up locations for entrepreneurs, offered in tandem with a business incubator program.
Batavia, IL © April Duda Photography
Business Spotlight: Black Entrepreneurs Leading By Example in Chicago
For Black History Month, we want to recognize and celebrate the Black business owners and entrepreneurs who have overcome challenges and obstacles in launching and running their own businesses, thanks to resilience, creativity, and hard work.
Main Spotlight: Pop-Up Retail: Not Just For Start-Ups, And Other Learnings From Its Evolution
As a vital place factor within an entrepreneurship ecosystem, pop-up programs allow for emerging businesses to test their product, gain consumer feedback, and promote their brand at an extremely low cost. In essence, allowing for a ‘fail-fast’ product development cycle.
Asheville, NC © Ablohkin
Coping with the COVID Crisis in the Midst of the Holiday Rush: Nine Takeaways from Our December Surveys of Small Business Owners and Main Street Programs
In early December, as the COVID-19 crisis intersected with a peak moment in the holiday shopping season, we surveyed small business owners and Main Street programs to learn more about how they were managing.
© Cindy Shebley
Jump off the Business Recruitment Train: The Real Returns are in Cultivating Local Entrepreneurship
New research by Main Street America suggests greater returns on our missions and resources can be had by transitioning to more deliberate economic vitality work centered on cultivating new business development from within our own communities and neighborhoods.
Community Spotlight: Storefront Activation Through Storytelling in Fredericksburg, VA
Fredericksburg Virginia Main Street (FVMS) is taking storefront activation to a new level with their new initiative, the Scan & Love Project, which tells the stories of business owners through personal and engaging videos.
HartBeat of Main Street Grant Program: Spotlighting Tina’s Timeless Threads
Meet a recipient of the HartBeat of Main Street Grant Program
HartBeat of Main Street Grant Program: Center of the Yarniverse
Meet a recipient of the HartBeat of Main Street Grant Program
HartBeat of Main Street Grant Program: Spotlighting The Bankery
Meet a recipient of the HartBeat of Main Street Grant Program
HartBeat of Main Street Grant Program: Spotlighting BuzzBomb Brewing
Meet a recipient of the HartBeat of Main Street Grant Program
HartBeat of Main Street Grant Program: Spotlighting The Owl Wine Bar & Home Goods
Meet a recipient of the HartBeat of Main Street Grant Program
HartBeat of Main Street Grant Program: Spotlighting Griff Goods
Meet a recipient of the HartBeat of Main Street Grant Program
HartBeat of Main Street Grant Program: Spotlighting Mockingbird Bar and Tacos
Meet a recipient of the HartBeat of Main Street Grant Program
Economic Gardening Takes Root: Redesigning the Bricks & Clicks Business Retention Program During the Pandemic
Harrisonburg Downtown Renaissance explores how they redesigned their Bricks & Clicks Business Retention Program during the pandemic.
Business Spotlight: Women-Owned Businesses on Main Street (Part 3)
Meet some amazing women business owners!
New Survey Results: How Small Businesses are Managing the Pandemic and Social Unrest
Read the results of our survey aimed at understanding how business owners are managing the recovery from COVID-19 and responding to recent protests and social unrest related to police violence against Black Americans.
Research Spotlight: Black-Owned Businesses on Main Street and Beyond
Our research team dug into some of the data about the state of Black-owned businesses on Main Street, the structural challenges they face, and how Main Streets can support them.
Main Spotlight: Holiday Shopping During COVID: What Should Main Streets Expect?
Matt Wagner explores how the pandemic may affect the shop small holiday weekend.
Main Spotlight: How Rural Economies Can Leverage the Rise in Remote Work
COVID-19 has led to a rise in remote working. How can small and rural towns leverage this shift to create vibrant local economies?
The Impact of COVID-19 on Small Businesses: Follow-up Survey Report
Detailed findings from our follow-up survey on the impacts of COVID-19 on small businesses to better understand the continued challenges businesses face as the crisis evolves.
Main Spotlight: Recovery and Revitalization Depend on Understanding Human Psyche
How does psychology impact the recovery of our downtowns after the COVID-19 pandemic?
Local Impact: Small Business Saturday
Small Business Saturday® is more than a day to shop. It’s a nationwide movement that shines a spotlight on the importance of supporting small businesses in communities across America.
Community Spotlight: Benson, North Carolina
The Town of Benson started a special project to highlight their downtown businesses.
Community Spotlight: Berkley, Michigan
The Berkley Downtown Development Authority (DDA) proudly debuted its Downtown Berkley Shopping Bag for a Cause through a partnership between Better Life Bags.
Main Spotlight: Learnings from the ESHIP Summit
Supporting new and existing small businesses, and the entrepreneurs who run them, represents a vital aspect of the revitalization of downtowns and neighborhood business districts.
Creating Equitable, Inclusive and Transparent Cities: A Year in Review
The Equitable Economic Development Fellowship is a two-year, one million-dollar effort funded by the Surdna Foundation and the Open Society Foundations to help equity, transparency, sustainability and community engagement become driving forces in local economic development efforts.
Community Spotlight: Mini-Grants Offered to Small Businesses in Jefferson, Iowa
The Jefferson Rotary Club partnered with Jefferson Matters: Main Street to offer mini-grants for building facades and storefront signage to two dozen businesses for up to $500 each.
A Memorable Makeover on Main Street
The Wisconsin Economic Development Corporation (WEDC) partnered with Retailworks, Inc., a commercial interior design, display and branding firm headquartered in Milwaukee, to launch Wisconsin’s Main Street Makeover Contest.
Creative Discovery on the Maker Trail in Enid, Oklahoma
Kelly Tompkins of Main Street Enid shares more about the Maker Trail project and how it inspired creativity and helped people discover downtown.
City Sidewalks, Dressed in Holiday Style
Too often, as we’re strolling our favorite Main Street, we pass empty or dark shop windows that make us want to hurry home a little bit faster. Imagine instead, a charming streetscape adorned with vibrant, lively window displays, showcasing retailers’ favorite products and seasonal gift ideas.
Community Spotlight: #ShopSmall in Goldsboro, North Carolina
Small Business Saturday promo pic from Downtown Goldsboro, North Carolina, showing all the folks who took the pledge support a small business in their community.
Using Local Search Trends to Attract More Customers to Your Main Street
We’ve put together a practical list of some of the things that local store owners can do right now to help them capitalize on this increasing trend in local searches.
Network Spotlight: Main Street Iowa Restaurant Week
From authentic comfort food to farm-to-fork fresh and everything in between, these restaurants, bars, and cafes are key to the thriving social, business, and residential life in the historic commercial districts in Main Street Iowa communities.
Fab Lab Sparks Rural Opportunities
Located in southeast Kansas, Independence (pop.8,799) is home to Fab Lab ICC, which is on track to be the world’s leading innovator in combining entrepreneurial mindset education with a fab lab maker space.
Community Spotlight: Morganton, North Carolina
The craft beer industry is playing a key role in the rebirth of Main Streets and neighborhood commercial districts across the county.
Rethink Storefront Accessibility to Rethink Community Viability
Appealing to mobility-challenged shoppers yields benefits beyond the store.
Sparking a Movement in Small Business and Small Towns
Being the only person in the know can be fun, exhilarating even. Except when you are the one person out of 600+ in a room and you know bad news is coming.
The Lowdown in Downtown LaBelle
Fritz the dog has made his way into the hearts of the residents of LaBelle, Florida, and helped our Main Street Community find a way to make what we do more noticeable.
Pop-Up Altavista 2.0
Altavista On Track, the local Main Street organization, is working to cultivate and sustain local entrepreneurs with an educational business launch competition, Pop-Up Altavista 2.0.
The Bright Center: A Space for Winchester’s Bright Minds to Create, Innovate and Thrive
In Winchester, Virginia, one woman’s vision and commitment to downtown’s revitalization created an innovative community space for the Creative Class.
Why Business Retention and Expansion Plans are Important for Downtowns
A business retention and expansion plan, properly implemented, not only helps keep businesses open but possibly even helps them expand.
Business Investment Guides: “Think B.I.G.”
The first rule of conducting business is “make it simple.” The easier it is to pay for merchandise, get entertainment or obtain a service, the more likely it is that people will take advantage of those options.
Small Box – A Creative Retail Project
Main Street communities across the country are no stranger to seeking creative strategies to solve their most nagging issues – vacant buildings, marketing downtown, bolstering retail to name a few.
Supporting Immigrant Entrepreneurs in the Heart of Boston’s Main Streets
To understand the role that immigrant business owners play in Boston’s small business ecosystem, you need only to walk through any Boston Main Streets district.
Measuring the Economic Impact of Storefront Improvements
Façade appearance is a critical aspect of the overall aesthetic appeal and unique character of downtown.
Sign Design Guidelines
A lot of signs are necessary to make a downtown work well, but not every community knows what a good sign system looks like, or how instrumental it can be to the creation of a successful downtown.
Improving Performance in Main Street Iowa Communities
Main Street Iowa, a program of the Iowa Economic Development Authority’s Iowa Downtown Resource Center, created a one-of-a-kind three-year program to provide help for performance venues located in Main Street districts.
