PRESS BLOG

April 8, 2020

VISIT SANTA CRUZ COUNTY LAUNCHES LBGTQ+ INITIATIVE

SANTA CRUZ COUNTY, CALIFORNIA —  In January, Visit Santa Cruz County (VSCC) released key findings from a survey of LBGTQ+ travelers about Santa Cruz County. The top-line survey results were shared during an LBGTQ+ Hospitality Forum and Training Seminar at Hotel Paradox in Santa Cruz. Special guest speakers included Joe D’Alessandro, President and CEO, San Francisco Travel; David Paisely, Senior Research Director, Community Marketing & Insights, and Cornell Verdeja-Woodson, Global Head of Diversity, Equity, and Inclusion, at Looker.

The seminar featured David Paisley, Senior Research Director at Community Marketing & Insights (CMI), a LGBTQ+ research and marketing firm based in San Francisco. Mr. Paisley shared data gathered in the fall of 2019 about perceptions about Santa Cruz County as a visitor destination. The event was co-hosted by the Diversity Center of Santa Cruz County.

The survey, conducted by CMI collected data from over 1,000 self-identified members of the LGBTQ+ community living in California.

Top-line survey results included:

LBGTQ+ TRAVEL: An impressive 20% of Bay Area LBGTQ+ participants indicated taking an overnight trip to Santa Cruz County in the past year.

LGBTQ-FRIENDLY REPUTATION: Santa Cruz County is considered the most LGBTQ-friendly destination of the regions tested by far (81%).

LESBIAN AND BI-WOMEN: The research points to greater Santa Cruz County visitation and interest by lesbian and bi+ women compared to gay and bi+ men.

GENERATIONS: Millennials are more likely to visit Santa Cruz than older generations.

COMPANIONS: Connecting with a partner or friend were among the top five reasons to visit Santa Cruz County. It could be that the act of connecting with loved ones in Santa Cruz is just as important as the attributes of the destination.

MOTIVATION: The top three reasons that LBGTQ+ visitors from the Bay Area traveled to Santa Cruz County were the Santa Cruz Beach Boardwalk (50%), the beach (47%), and to relax (43%). Restaurants and hiking were the other top motivators.


The seminar also included a training module, providing hospitality industry staff with valuable resources to serve LBGTQ+ guests. A panel discussion hosted by the Diversity Center’s Triangle Speakers shared their personal stories of living along the LGBTQ+ spectrum and intersecting with the hospitality industry.

LBGTQ+ market constitutes about 5 percent of the population, they are thought to constitute up to 10 percent of the travel market. Although Visit Santa Cruz County is already serving many LGBTQ travelers, there is an opportunity to grow this market and to better serve the needs of these visitors.

The seminar also included a training module, providing hospitality industry staff with valuable resources to serve LBGTQ+ guests. A panel discussion hosted by the Diversity Center’s Triangle Speakers shared their personal stories of living along the LGBTQ+ spectrum and intersecting with the hospitality industry.

LBGTQ+ market constitutes about 5 percent of the population, they are thought to constitute up to 10 percent of the travel market. Although Visit Santa Cruz County is already serving many LGBTQ travelers, there is an opportunity to grow this market and to better serve the needs of these visitors.

We use cookies on this site to enhance your user experience. For a complete overview of all cookies used, please read more here.

GIVE US YOUR
TWO CENTS
YOU COULD GET
FIVE BUCKS