When you're in front? Keep leading.
September 16, 2015 -- One of the most important US destinations for LGBT travelers did not become that by accident.
It achieved this by consistent respect for the market - and a lot of hard tourism development work.
The person responsible for this is an inspiring Brit by the name of Richard Gray, who has made his home in the city since 1991 where he later became the first ever full-time LGBT specialist working at a tourism office in the US.
Gray's role is Managing Director LGBTQ Market with the Greater Fort Lauderdale Convention and Visitors Bureau.
The destination's consistent leadership under Gray's very able direction is recognized in this feature article which is due to appear in this Sunday's print edition of the New York Times.
In keeping with Fort Lauderdale's pioneering efforts, last year the destination undertook new research to investigate the travel needs of transgender people - and in two weeks from now, the most important transgender conference in the US makes its first Florida outing. After 24 years in Atlanta, the 25th Annual Southern Comfort Conference makes its way for the first time to the sunny shores of Fort Lauderdale this year. The destination will host the event, one of the largest gatherings of the transgender community in the world, for the next three years.
The four-day Southern Comfort conference will be held at the Bonaventure Resort and Spa from September 29 through October 3, 2015 and organizers anticipate 1,000 attendees including partners, spouses, family members and trans individuals. In addition to attending seminars, workshops and networking events, participants will enjoy sightseeing, gourmet food, nightlife and entertainment throughout Greater Fort Lauderdale.
“As a destination that welcomes all people with a diverse, safe and open community, we aim to put trans people in the forefront of the LGBTQ community instead of being the often forgotten ‘T,’” said Gray. “We are educating lesbian and gay travelers, mainstream audiences and using our platform as a leader in the LGBTQ travel space to illustrate Broward County’s commitment and respect for trans individuals.”
The CVB’s transgender survey helped to identify the motivations for travel, destination and hotel selection by the transgender community, as well as other specific needs.
The research also helped provide insights as to how the CVB could communicate appropriately with transgender travelers and deliver a sensitive and authentic welcoming experience, including providing training to the local community.
The survey is an extension of the destination’s latest initiative which emphasizes a respect and commitment for the market.
The CVB has created an advertising campaign to be included in mainstream outlets, “Where Happy Meets Go Lucky,” that features transgender models. The bureau has also created a designated landing page for transgender travelers: www.sunny.org/tlgb, which sees the letter “T” right out in front for the well-known acronym LGBT.
“We are thrilled to bring our conference to such a welcoming, progressive and beautiful destination for our 25th year,” said Lexi Dee, President of the Southern Comfort Conference. “I look forward to our conference and partnership growing over the next three years with the help and dedication of the Greater Fort Lauderdale Convention and Visitors Bureau, which has led the way for the trans community and helps to deliver an authentic and welcoming experience for transgender visitors.”
For more information on the Southern Comfort conference, go to southerncomfortconference.org.
Fort Lauderdale is also an exhibitor at the official LGBT Village at World Travel Market powered by leading global LGBT travel networking association ONBC in November 2015.
© 2015 Out Now. All rights reserved. Out Now® is a registered trademark of Out Now, a company registered in the Netherlands. "Out Now", "OutNow" and all related words, marks and logos are trademarks of Out Now, Netherlands.
September 16, 2015 -- One of the most important US destinations for LGBT travelers did not become that by accident.
It achieved this by consistent respect for the market - and a lot of hard tourism development work.
The person responsible for this is an inspiring Brit by the name of Richard Gray, who has made his home in the city since 1991 where he later became the first ever full-time LGBT specialist working at a tourism office in the US.
Gray's role is Managing Director LGBTQ Market with the Greater Fort Lauderdale Convention and Visitors Bureau.
| Richard Gray |
In keeping with Fort Lauderdale's pioneering efforts, last year the destination undertook new research to investigate the travel needs of transgender people - and in two weeks from now, the most important transgender conference in the US makes its first Florida outing. After 24 years in Atlanta, the 25th Annual Southern Comfort Conference makes its way for the first time to the sunny shores of Fort Lauderdale this year. The destination will host the event, one of the largest gatherings of the transgender community in the world, for the next three years.
The four-day Southern Comfort conference will be held at the Bonaventure Resort and Spa from September 29 through October 3, 2015 and organizers anticipate 1,000 attendees including partners, spouses, family members and trans individuals. In addition to attending seminars, workshops and networking events, participants will enjoy sightseeing, gourmet food, nightlife and entertainment throughout Greater Fort Lauderdale.
“As a destination that welcomes all people with a diverse, safe and open community, we aim to put trans people in the forefront of the LGBTQ community instead of being the often forgotten ‘T,’” said Gray. “We are educating lesbian and gay travelers, mainstream audiences and using our platform as a leader in the LGBTQ travel space to illustrate Broward County’s commitment and respect for trans individuals.”
| Image from Fort Lauderdale CVB Trans tourism campaign, 2015 |
The research also helped provide insights as to how the CVB could communicate appropriately with transgender travelers and deliver a sensitive and authentic welcoming experience, including providing training to the local community.
The survey is an extension of the destination’s latest initiative which emphasizes a respect and commitment for the market.
The CVB has created an advertising campaign to be included in mainstream outlets, “Where Happy Meets Go Lucky,” that features transgender models. The bureau has also created a designated landing page for transgender travelers: www.sunny.org/tlgb, which sees the letter “T” right out in front for the well-known acronym LGBT.
“We are thrilled to bring our conference to such a welcoming, progressive and beautiful destination for our 25th year,” said Lexi Dee, President of the Southern Comfort Conference. “I look forward to our conference and partnership growing over the next three years with the help and dedication of the Greater Fort Lauderdale Convention and Visitors Bureau, which has led the way for the trans community and helps to deliver an authentic and welcoming experience for transgender visitors.”
For more information on the Southern Comfort conference, go to southerncomfortconference.org.
Fort Lauderdale is also an exhibitor at the official LGBT Village at World Travel Market powered by leading global LGBT travel networking association ONBC in November 2015.
© 2015 Out Now. All rights reserved. Out Now® is a registered trademark of Out Now, a company registered in the Netherlands. "Out Now", "OutNow" and all related words, marks and logos are trademarks of Out Now, Netherlands.
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