Hi all. I had the pleasure of attending the Golden Gate Business Association's annual Expo last week. For those of you outside the Bay Area, the GGBA is the nation's first gay chamber of commerce. The hightlight of this year's expo: The Wedding Pavilion.
Balloons, flowers, caterers, wedding cakes you name it. It had all the trappings of what you'd expect at a bridal fair, except that it was tailored for same-sex couples -- right on the heels of the state Supreme Court's ruling legalizing same-sex unions.
As with any breaking opportunity, there are people who do it well and some who want to leap before they're ready. Most of the vendors at the fair were gay-owned. Many were "gay-friendly," meaning they had a track record of welcoming same-sex clients with open arms. One hotel, however struck me as an example of needing to get your house in order before you start selling to a newly jubilant but long oppressed minority. The rep handed me their glossy wedding brochure, complete with beauty shots of cakes and flowers -- and a straight couple waltzing across the cover. "It's all we have," he said. I made sure to ask him when they were going to update their materials and he could only offer "soon, I'm sure." Not his fault, he's the sales guy.
But, it was a lesson that we need to heed in small business -- know your audience, including their fears and sensitivies. And whatever you do make sure you don't look like a vulture, excited to circle above the freshly identified prey. Wait til your ready -- but get ready quickly if this is the market for you. And if you have any questions on what's the appropriate presentation for your business, ASK. In fact, ask my friends at the GGBA. They'll be happy to tell you.
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