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Houston LGBT Tourism Research 2016

Houston LGBT Tourism Research July 2016

Produced by

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ABOUT CMI OVER 20 YEARS OF LGBT INSIGHTS

› Community Marketing & Insights (CMI) has been conducting LGBT consumer research for over 20 years. Our practice includes online surveys, in-depth interviews, intercepts, focus groups (on-site and online), and advisory boards in North America and Europe. Industry leaders around the world depend on CMI’s research and analysis as a basis for feasibility evaluations, positioning, economic impact, creative testing, informed forecasting, measurable marketing planning and assessment of return on investment.

› Key findings have been published in the New York Times, Washington Post, Chicago Tribune, Los Angeles Times, Wall Street Journal, Forbes, USA Today, Chicago Tribune, Miami Herald, CBS News, NPR, CNN, Reuters, Associated Press, eMarketer, Mashable, and many other international, national and regional media.

› CMI’s research clients include leaders from a wide range of industries. In the past few years, studies have been produced for these and many other clients: Las Vegas Convention and Visitors Authority, NYC & Company, Visit Orlando, Greater Fort Lauderdale CVB, Visit Philadelphia, Travel Portland, VISIT FLORIDA, Hawaiian Tourism Authority, Empire State Development Corp., Choose Chicago, Tourism Toronto, Argentina Tourism Office, Hawaiian Airlines, Hyatt Hotels, Prudential, Wells Fargo Bank, Aetna, Target Brands, Hallmark, DirecTV, Johnson & Johnson, WNBA, American Cancer Society, Kaiser Family Foundation and numerous other corporations and organizations across North America and around the world.

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METHODOLOGY From June 29 to July 7, 2016, Community Marketing & Insights (CMI) fielded an LGBT “pulse survey” for Visit Houston. Participants were invited from the CMI research panel from the states of Texas and Louisiana. 907 participants completed the 5 minute online survey. An incentive of a chance to win one of twenty $50 cash prizes was provided. The research oversampled men in order to assure a higher number of Houston visitors for analysis. However, the research received sufficient lesbian participation for gender comparison as indicated in the report. The “all LGBT” segment has been weighted by gender identities with a composition of 46% gay and bisexual men, 46% lesbian and bisexual women and 8% of gender expansive individuals including transgender, trans women and trans men.

ABOUT THE CMI LGBT PANEL › CMI has built a proprietary research panel of 70,000+ LGBT

consumers through partnerships with more than 300 LGBT publications, websites, blogs, social media, apps, events and organizations over a twenty-year period.

› Importantly, the panel reflects the readership/membership of a broad range of LGBT focused media outlets, organizations and events. This means that the results summarized here are representative of consumers who are “out” and interacting within the LGBT community.

› The panel is used for LGBT research only, and is never used for marketing purposes. All panel members are “active,” meaning they have participated in CMI research in the past two years.

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Respondents Profile N=907

Identity

Gay Man 61%

Lesbian or Gay Woman 25%

Bisexual Woman 7%

Bisexual Man 5%

Gender Expansive (Transgender, Trans Man,

and Trans Woman) 5%

Generation

35%

31%

31%

3% Millennials 1981-1998

Gen X 1965-1980

Boomers 1946-1964

Other

Relationship Status

Single or dating and not living together 46%

Married 25%

Living with partner / no legal status 22%

Engaged to be married 5%

Civil union or domestic partner 2%

Other 6%

Household Income

34%

31%

30%

5%

Under $50,000

$50,000 to $99,999

Over $100,000

Prefer not to answer

States

Texas 92%

Louisiana 8%

Dallas Metro Area 40%

Houston Metro Area 24%

Austin Metro Area 14%

San Antonio Metro Area 8%

Other medium or small sized community in Texas 8%

Rural area in Texas 3%

Gulf Coast 3%

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Have you visited any of these destinations in the past 3 years? (Please mark all that apply.)

Base: Dallas Metro n=335; Houston Metro n=197; Austin + San Antonio Metros n=185; Other Regions of Texas n=117; Louisiana n=73

Dallas Metro Residents

Houston Metro

Residents

Austin + San

Antonio Residents

Other Regions of Texas

Residents

Louisiana Residents

(Caution Low Base)

N=355 N=197 N=185 N=117 N=73

Visited Houston 54% -- 74% 57% 58% Visited Austin 65% 71% -- 56% 37%

Visited Dallas -- 58% 63% 59% 41%

Visited San Antonio 49% 63% -- 53% 15%

Visited New Orleans 31% 45% 30% 20% 77%

Visited Galveston 29% 85% 34% -- 10%

None of the above 9% 4% 3% 9% 8%

LGBT Travel Within Texas: Over the past three years, 54% of the Dallas LGBT study participants had visited Houston, 74% of the Austin/San Antonio participants had visited Houston, and 57% of those living in other regions of Texas had visited Houston. About an equal percentage of Houston LGBTs visit Dallas, as Dallas LGBTs visit Houston. Looking at the overall results, travel within Texas by the LGBT community is quite common, and competitive. The research points to all the major Texas cities benefitting from LGBT travel.

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62%

39%

39%

36%

24%

30%

39%

35%

35%

34%

8%

23%

26%

29%

42%

Austin

San Antonio

New Orleans

Houston

Galveston

Among Dallas Residents

In the next 3 years, how likely are you to visit any of the following cities?

63%

55%

35%

22%

24%

31%

34%

39%

13%

14%

31%

39%

Houston

Dallas

New Orleans

Galveston

Among Austin/SA Residents

Base: Dallas Metro n=335; Houston Metro n=197; Austin + San Antonio Metros n=185; Other Regions of Texas n=117

69%

64%

56%

48%

48%

25%

30%

32%

34%

30%

6%

6%

12%

18%

22%

Galveston

Austin

San Antonio

New Orleans

Dallas

Among Houston Residents

58%

51%

46%

40%

25%

25%

27%

32%

33%

32%

17%

21%

21%

26%

44%

Austin

Dallas

San Antonio

Houston

New Orleans

Other Regions of Texas

Very Likely

Somewhat Likely

Not Likely

Future LGBT Travel Within Texas: Similar to the past three years travel chart, future Houston LGBT travel appears to be stronger among residents of Austin/San Antonio than Dallas. Dallas’ LGBT residents have a stronger connection to travel to Austin over Houston. However, most encouraging, 75% of LGBT participants in the study indicted they are at least somewhat likely to visit Houston in the next three years (44% very likely, and 31% somewhat likely).

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46%

41%

43%

45%

48%

42%

40%

49%

61%

14%

32%

29%

35%

34%

28%

31%

35%

29%

27%

40%

22%

30%

23%

21%

24%

28%

25%

23%

12%

46%

Gay & Biseuxal Men

Lesbian & Bisexual Women

Gender Expansive

Millennials

Gen X

Boomers

Single

Partnered

Visitors in the past 3 years

Non-Visitors in the past 3 years

Base: Gay & Bisexual Men n=447; Lesbian & Bisexual Women n=223; Gender Expansive n=40; Millennials n=252; Gen X n=220; Boomers n=219 Single n=334; partnered n=355; Visitors in the past 3 years n=456; Non-visitors in the past 3 years n=254

Very Likely Somewhat Likely Not Likely

Future LGBT Travel Within Texas by Demographic: The demographic differences between who is likely to visit Houston in the next three years are not substantive by gender or generation. While gay and bisexual men are slightly more likely to visit Houston than lesbian and bisexual women, other CMI research indicates that gay and bisexual men are more likely to travel to nearly any destination. The gender difference in this report are probably not reflective of Houston specifically. Overall, Houston appears to attract all demographics near equally.

In the next 3 years, how likely are you to visit any of the following cities? Houston Ratings from Non-Houston Residents

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80%

58%

44%

43%

22%

19%

19%

38%

49%

50%

66%

64%

1%

3%

7%

8%

12%

17%

Austin

New Orleans

Houston

Dallas

San Antonio

Galveston

Based on your experience or perceptions, how LGBT-friendly do you rate these destinations?

Base: Weighted All LGBT n=907

Among Weighted All LGBT

Very LGBT-Friendly Somewhat LGBT-Friendly Not LGBT-Friendly

LGBT-Friendly Reputation: When asked how LGBT-friendly each destination is perceived, Houston ranked similar to Dallas, but less than Austin or New Orleans. Importantly, only 7% of the LGBT participants think that Houston is “not LGBT-friendly.” About a near equal number say that Houston is “very LGBT-friendly” (44%) and “somewhat LGBT-friendly” (39%). Perceptions of Houston not being LGBT-friendly do not seem like a major tourism concern. However, Austin’s very positive LGBT reputation is most likely a tourism advantage to that city. Houston does have some work to do to move opinion more towards “very LGBT-friendly.”

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Based on your experience or perceptions, how LGBT-friendly do you rate these destinations?

Weighted All LGBT

Gay &

Bisexual Men

Lesbian &

Bisexual Women

Gender Expansive

Caution Low base

Millennials Gen X Boomers Single Partnered Dallas Metro

Houston Metro

Austin + SA

3 City Equal

Weighting

Houston Visitors 3

Years

Non-Visitors 3 Years

Austin 80% 81% 79% 84% 82% 78% 81% 80% 82% 81% 79% 87% 82% 83% 77%

New Orleans 58% 71% 49% 41% 51% 61% 76% 61% 63% 63% 63% 60% 62% 65% 59%

Houston 44% 50% 40% 32% 42% 41% 53% 48% 44% 39% 61% 45% 48% 48% 31%

Dallas 43% 49% 38% 39% 44% 43% 47% 45% 45% 62% 32% 36% 43% 49% 47%

San Antonio 22% 26% 18% 20% 24% 19% 27% 24% 22% 20% 28% 25% 25% 23% 19%

Galveston 19% 20% 17% 18% 14% 17% 26% 17% 20% 16% 31% 16% 21% 17% 13%

Percentage Rating Very LGBT-Friendly

LGBT-Friendly Reputation by Demographic: There are differences by demographic in Houston’s LGBT-friendly reputation ranking. Gay/bisexual men are more likely than lesbian/bisexual women to rank Houston as “very LGBT-friendly.” Also, Baby Boomers rank Houston better than Millennials. Of note is that Austin/San Antonio residents feel that Houston is more LGBT-friendly than do Dallas residents. The biggest concern is the Millennial results. LGBT Millennials are more reactive to negative political votes, and may be reacting to the recent human rights ordinance vote. 61% of Houston residents view their city as very LGBT friendly.

Base: Weighted All LGBT n=907; Gay & Bisexual Men n=585; Lesbian & Bisexual Women n=278; Gender Expansive n=44; Millennials n=317; Gen X n=285; Boomers n=280; Single n=420; Partnered n=462; Dallas Metro n=335; Houston Metro n=197; Austin + San Antonio Metros n=185; Other Regions of Texas n=117; Visitors in the Past 3 Years n=456; Non-visitors in the Past 3 Years n=254

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Weighted All LGBT

Gay & Bisexual

Men


Millennials Gen X Boomers

32% 33% 29% Dallas Museum of Art 32% 34% 31%

24% 23% 24% Kimbell Art Museum – Fort Worth 18% 26% 28%

23% 28% 21% Houston Museum of Natural Science 26% 23% 25%

22% 26% 18% Museum of Fine Arts Houston 22% 23% 25%

22% 23% 21% Nasher Sculpture Center – Dallas 15% 29% 23%

16% 18% 14% Menil Collection – Houston 13% 17% 20%

15% 19% 12% Contemporary Art Museum Houston 15% 16% 18%

40% 37% 43% None of the above 40% 35% 41%

Have you visited any of these Texas museums in the past 5 years? (Please mark all that apply.)

Base: Weighted All LGBT n=907; Gay & Bisexual Men n=585; Lesbian & Bisexual Women n=278; Millennials n=317; Gen X n=285; Boomers n=280

Museums

LGBT Visitation to Texas Museums: The purpose of this chart is not to rank museum attendance, as results include participants from those cities, which influence results. Instead, the purpose is to show that most Texas museums have surprisingly even support across genders and generations within the LGBT community.

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Weighted All LGBT

Gay & Bisexual

Men


Millennials Gen X Boomers

56% 56% 57% San Antonio River Walk 57% 59% 54%

23% 24% 24% Dallas World Aquarium 25% 25% 21%

21% 22% 22% Six Flags Fiesta Texas – San Antonio 36% 17% 11%

19% 21% 18% Houston Zoo 23% 20% 16%

18% 17% 19% Fort Worth Zoo 22% 19% 13%

17% 18% 17% Moody Gardens – Galveston 16% 16% 21%

15% 17% 16% Space Center Houston 19% 15% 14%

22% 24% 21% None of the above 17% 22% 30%

Have you visited any of these Texas attractions in the past 5 years? (Please mark all that apply.)


Attractions

LGBT Visitation to Texas Attractions: The purpose of this chart is not to rank Texas attractions, as results include participants from those cities, which influence results. Instead, the purpose is to show that most Texas attractions have surprisingly even support across genders and generations within the LGBT community.

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Gay & Bi Men

Lesbian & Bi Women

Gender Expansive Millennials Gen X Boomers Single Partnered

Houston Museum of Natural Science 13% 9% 8% 13% 11% 11% 11% 11%

Museum of Fine Arts Houston 13% 6% 10% 11% 10% 11% 13% 8%

Space Center Houston 12% 11% 5% 15% 10% 9% 13% 10%

Contemporary Art Museum Houston 11% 6% 8% 8% 10% 10% 10% 8%

Menil Collection – Houston 8% 5% 8% 5% 9% 8% 7% 8%

Houston Zoo 8% 5% 8% 10% 5% 5% 7% 7%

Base: Houston Non-residents Gay & Bisexual Men n=447; Lesbian & Bisexual Women n=223; Gender Expansive n=40; Millennials n=252; Gen X n=220; Boomers n=219; Single n=334; Partnered n=355;

Have you visited any of these Texas museums/attractions in the past 5 years? Visitor Results for Houston Museums and Attractions from LGBT Non-Houston Residents

Tourism and Houston Museums & Attractions: Houston’s major museums and attractions generate a reasonable number of LGBT tourism visitors. However, over a five year period, these results could be better. More education about these attractions may be needed. In addition, some museums across the USA have been able to boost LGBT tourism through more specific programming and/or exhibits specifically designed for the LGBT community.

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All LGBT Weighted by Gender and Metro Area

Dallas Metro

Residents

Houston Metro

Residents

Austin + San Antonio

Residents

Houston Pride 34% 8% 78% 17%

Dallas Pride 27% 69% 7% 8%

Austin Pride 23% 5% 9% 55%

Austin Gay and Lesbian Film Festival 11% 1% 4% 29%

Queer Bomb – Austin 10% 1% 1% 25%

Splash – Austin 9% 4% 7% 21%

Bunnies on the Bayou – Houston 7% 1% 25% 3%

Purple Party – Dallas 4% 11% 3% 2%

QFest – Houston 3% 0% 10% 1%

None of the above 26% 29% 20% 31%

Have you visited any of these Texas events in the past 5 years? (Please mark all that apply.)

Base: Weighted All Metros n=717; Dallas Metro n=335; Houston Metro n=197; Austin + San Antonio Metros n=185

LGBT Events

LGBT Event Attendance by Metro Area: Houston Pride is generating significant tourism from residents of other Texas cities, especially from Austin and San Antonio. Other Houston LGBT events are not yet generating large tourism numbers. Analyzing all the events on this chart, Houston Pride is the number one LGBT tourism event in the state of Texas.

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Have you visited any of these events in the past 5 years? Results for Houston Pride among Houston non-residents

11%

9%

10%

13%

9%

10%

13%

9%

Gay & Bisexual Men


Gender Expansive

Millennials

Gen X

Boomers

Single

Partnered

Base: Houston non-residents Gay & Bisexual Men n=447; Lesbian & Bisexual Women n=223; Gender Expansive n=40; Millennials n=252; Gen X n=220; Boomers n=219; Single n=334; partnered n=355

LGBT Visitors to Houston Pride: LGBT tourism to Houston Pride is relatively equal across genders and generations, with some over-representation among Millennials and singles.

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How do you rate the food and bar scenes in these five Texas cities?

Base: Dallas Metro n=335; Houston Metro n=197; Austin + San Antonio Metros n=185 Geo-balanced to 33% Houston residents, 33% Dallas residents, 33% Austin/San Antonio residents

Culinary and Restaurant Scene: In general, LGBT residents of each city have a much higher appreciation for their local restaurant scene than do visitors. Few of Houston’s visitors rank the restaurant scene poorly, but 67% of Dallas visitors to Houston rank the restaurant scene “average” or “not sure.” This is in contrast to Austin/San Antonio visitors, which rank Houston’s restaurant scene much higher. Within Texas, Austin received the highest restaurant score. Among Generation X gay males (the group with the highest restaurant spend), their geo-balanced “high rating” was 62% Austin, 55% Dallas, 50% Houston.

Among Dallas Residents Among Houston Residents Among Austin/SA Residents

High Average Poor Not sure High Average Poor Not

sure High Average Poor Not sure

Houston Scene 29% 37% 4% 30% 84% 14% 2% 1% 48% 29% 3% 21%

Dallas Scene 74% 24% 1% 1% 35% 38% 2% 25% 44% 30% 2% 24%

Austin Scene 61% 24% 1% 13% 62% 26% 1% 11% 77% 21% 0% 2%

San Antonio Scene 27% 42% 4% 26% 30% 46% 5% 19% 35% 51% 6% 8%

Galveston Scene 7% 40% 13% 39% 16% 48% 22% 14% 4% 35% 20% 41%

Culinary / Restaurant Scene

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Base: Dallas Metro n=335; Houston Metro n=197; Austin + San Antonio Metros n=185 Geo-balanced to 33% Houston residents, 33% Dallas residents, 33% Austin/San Antonio residents




Houston Scene 29% 27% 3% 41% 45% 41% 7% 8% 36% 27% 4% 34%

Dallas Scene 64% 27% 4% 6% 34% 24% 5% 37% 36% 21% 4% 39%

Austin Scene 39% 31% 3% 27% 43% 27% 5% 25% 51% 32% 8% 10%


Galveston Scene 4% 21% 18% 57% 7% 33% 28% 32% 2% 19% 23% 56%

LGBT Bar and Nightlife Scene

LGBT Bar and Nightlife Scene: Houston’s LGBT bar and nightlife scene is viewed positive to neutrally by visitors, and it’s own residents (with a large percentage of visitors not being sure). Looking at the opinions of both visitors and residents, Dallas has the top ranking LGBT bar and nightclub scene, followed by Austin, then Houston. Among Millennial gay males (the group most likely to participate in nightlife), their geo-balanced “high” rating was 56% Dallas, 54% Austin, 45% Houston.

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Base: Dallas Metro n=335; Houston Metro n=197; Austin + San Antonio Metros n=185




Houston Scene 24% 33% 5% 39% 50% 36% 3% 11% 34% 32% 3% 31%

Dallas Scene 59% 30% 2% 10% 25% 36% 2% 37% 34% 31% 4% 31%

Austin Scene 66% 14% 1% 19% 64% 18% 1% 17% 76% 16% 1% 6%


Galveston Scene 4% 29% 14% 53% 10% 40% 21% 30% 3% 25% 19% 53%

General Bar and/or Music Scene

General Bar and Music Scene: Clearly, Austin is favored as the city with the best general bar and music scene. Dallas and Houston are viewed equally average for their general bar and music scenes. Typically, Houston’s general bar and music scene is viewed as “average” or “not sure” by LGBT visitors. Houston residents rank their own city’s scene higher, but below the level that Dallas and Austin residents rank their own scenes.

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Houston’s Ratings by Demographic

Culinary / restaurant scene LGBT bar and nightlife scene General bar and/or music scene

Among High Average Poor Not sure High Average Poor Not sure High Average Poor Not sure

Weighted All LGBT 45% 28% 4% 23% 31% 28% 4% 37% 31% 31% 4% 34%

Gay & Bi Men 50% 29% 3% 18% 38% 31% 4% 27% 34% 34% 3% 29%

Lesbian & Bi Women 43% 26% 4% 28% 24% 25% 4% 47% 29% 30% 4% 38%

Millennials 44% 27% 3% 27% 31% 26% 4% 39% 34% 28% 5% 34%

Gen X 46% 32% 5% 17% 31% 33% 5% 31% 26% 40% 4% 30%

Boomers 51% 27% 3% 20% 37% 30% 3% 30% 36% 30% 2% 33%

Dallas Metro 29% 37% 4% 30% 29% 27% 3% 41% 24% 33% 5% 39%

Houston Metro 84% 14% 2% 1% 45% 41% 7% 8% 50% 36% 3% 11%

Austin + SA 48% 29% 3% 21% 36% 27% 4% 34% 34% 32% 3% 31%

Base: Weighted All LGBT n=907; Gay & Bisexual Men n=585; Lesbian & Bisexual Women n=278; Millennials n=317; Gen X n=285; Boomers n=280; Dallas Metro n=335; Houston Metro n=197; Austin + San Antonio Metros n=185

Summary: Houston’s Restaurant and Bar Ratings by Demographic: Demographic analysis shows that Houston residents think much better about the city’s restaurant and bar scene than do visitors. Overall, few rate Houston’s restaurant and bar scene as “poor.” However, the “average” plus “not sure” rating hovers at 50% to 66% for most categories, which might indicate that better education is needed about Houston’s food and bar assets. Gender and generational differences were minor, except that gay/bisexual men did rate Houston’s LGBT bar and nightlife scene better than did lesbian/bisexual women.

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Culinary / restaurant scene LGBT bar and nightlife scene General bar and/or music scene

High Average Poor Not sure High Average Poor Not sure High Average Poor Not sure

All LGBT Non-Austin Residents rating Austin 60% 23% 1% 16% 41% 25% 3% 31% 62% 14% 1% 23%

All LGBT Non-Dallas Residents Rating Dallas 38% 33% 2% 27% 31% 22% 4% 43% 28% 30% 3% 39%

All LGBT Non-Houston Residents Rating Houston 35% 32% 4% 29% 28% 25% 3% 45% 26% 30% 4% 40%

All LGBT Non-San Antonio Residents Rating

San Antonio 28% 43% 4% 25% 10% 29% 11% 51% 15% 35% 5% 45%

Among Non-Residents of Each Metro Area

Base: Non-Dallas Metro n=572; Non Houston Metro n=710; Non Austin Metro n=792; Non San Antonio Metro n=837

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When was the last time that you visited Houston for any reason? Non-Houston residents only.

Base: Weighted All LGBT n=710; Gay & Bisexual Men n=447; Lesbian & Bisexual Women n=223; Millennials n=252; Gen X n=220; Boomers n=219; Single n=334; Partnered n=355; Dallas Metro n=335; Austin + San Antonio Metros n=185; Visitors in the Past 3 Years n=456; Non-visitors in the Past 3 Years n=254

In the past year

1 to less than 2 years ago

2 to less than 3 years ago

3 years or more Never

Weighted All LGBT 36% 14% 13% 27% 10%

Gay & Bi Men 39% 15% 15% 24% 8%

Lesbian & Bi Women 31% 14% 12% 32% 12%

Millennials 37% 14% 13% 19% 16%

Gen X 41% 16% 13% 21% 9%

Boomers 33% 12% 13% 38% 4%

Single 34% 14% 14% 28% 10%

Partnered 41% 14% 13% 23% 10%

Dallas Residents 29% 15% 12% 33% 10%

Austin/San Antonio Residents 55% 15% 12% 13% 5%

Houston visitors in the past 3 years 57% 22% 21% -- --

Houston Non- visitors in the past 3 years -- -- -- 73% 27%

Last Visit to Houston: Houston visitors trend slightly more male than female, somewhat more likely to be partnered than single, and clearly more likely to be from the Austin / San Antonio region vs. from Dallas. Overall, Houston’s visitation rates in the past year, compared to 2 or 3 years ago are quite impressive.

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Which are the reasons that you visited Houston in the past 3 years? (Please mark all that apply.) Non-Houston residents only

Base: Weighted All LGBT n=456; Millennials n=163; Gen X n=155; Boomers n=127; Dallas Metro n=188; Austin + San Antonio Metros n=151

Weighted All LGBT Millennials Gen X Boomers Dallas Austin +

SA

Vacation or getaway 39% 48% 39% 35% 40% 40%

Visit family 35% 33% 32% 30% 27% 38%

Business 24% 17% 30% 28% 30% 23%

Visit LGBT friends 24% 25% 24% 27% 24% 28%

Visit straight friends 17% 25% 14% 13% 13% 21%

Attended a non-LGBT event 16% 18% 10% 17% 11% 21%

Business + added vacation 16% 14% 12% 19% 21% 8%

Attend an LGBT event 15% 14% 17% 16% 18% 17%

None of the above 5% 6% 2% 8% 2% 5%

Reasons to Visit Houston: LGBT community members visit Houston for a wide variety of reasons. Unlike other destinations for which CMI has conducted research, Houston is unusual in the lack of clear distinction between leisure travel, business travel, event travel, family visits, and friend visits. All are important motivators for LGBT travel.

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What types of activities are you interested in, or might interest you when visiting Houston? (Please mark all that apply.) Non-Houston residents only.


Weighted All LGBT

Gay & Bi Men

Lesbian & Bi Women Millennials Gen X Boomers

Restaurants 68% 69% 66% 65% 70% 71%

LGBT bars and nightlife 55% 61% 49% 68% 56% 48%

LGBT events (Pride, parties etc.) 55% 53% 55% 67% 51% 45%

Attractions (zoo, Space Center, etc.) 54% 52% 55% 70% 49% 43%

Museums 50% 49% 52% 53% 49% 47%

Shopping 44% 47% 41% 56% 44% 36%

Visiting family and friends 44% 43% 43% 47% 43% 41%

Art Galleries 38% 38% 36% 43% 33% 36%

Meeting LGBT locals 36% 40% 30% 44% 32% 37%

Attend non-LGBT events 33% 32% 32% 42% 33% 25%

Spa/retreat 21% 23% 20% 28% 22% 15%

None of the above 4% 4% 4% 1% 5% 5%

Preferred Activities in Houston: LGBT community members have an interest in a wide variety of activities and events in Houston. Restaurants, LGBT nightlife and events scored the highest, which is a concern since participants did not rank Houston’s restaurants and LGBT nightlife especially positively. Perhaps this is a place for greater education about Houston’s assets.

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59%

51%

67%

63%

50%

52%

36%

43%

29%

31%

41%

46%

5%

6%

4%

6%

8%

3%

Weighed All LGBT

Gay & Bi Men

Lesbian & Bi Women

Millennials

Gen X

Boomers

Positive: I like the ad Neutral Negative: I do not like the ad

Overall, how do you respond to this ad?

Base: Among Non-Houston Residents Weighted All LGBT n=710; Gay & Bisexual Men n=447; Lesbian & Bisexual Women n=223; Millennials n=252; Gen X n=220; Boomers n=219

Does the ad motivate you to visit Houston sometime in the future?

11%

6%

15%

15%

5%

5%

48%

45%

48%

54%

42%

45%

42%

49%

37%

31%

53%

50%

Weighted All LGBT

Gay & Bisexual Men


Millennials

Gen X

Boomers

Very motivating Somewhat motivating Not motivating

Among Non-Houston Residents

Visitor Reaction to Female City Ad: Lesbian and bisexual women rate the creative much better than do gay and bisexual men. In general, this ad received positive to neutral ratings and was at least somewhat motivating to at least half of the participants. The creative scored best with female Millennials.

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57%

58%

62%

71%

46%

59%

37%

37%

31%

28%

43%

38%

6%

5%

7%

2%

11%

3%

Weighted All LGBT

Gay & Bi Men

Lesbian & Bi Women

Millennials

Gen X

Boomers




20%

20%

24%

22%

20%

20%

52%

49%

60%

54%

48%

56%

28%

30%

16%

25%

32%

25%

Weighted All LGBT

Gay & Bisexual Men


Millennials

Gen X

Boomers


Houston Resident Reaction to the Female City Ad: Similar to the potential visitors, Houston lesbian/bisexual women liked the creative better than did Houston gay/bisexual men. Of note is that Houston residents felt the ad was more motivating to visit the city than did potential visitors.

Among Houston Residents (Low Base)

Base: Among Houston Residents Weighted All LGBT n= 197; Gay & Bisexual Men n=138; Lesbian & Bisexual Women n=55; Millennials n=65; Gen X n=65; Boomers n=61

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46%

50%

41%

54%

40%

46%

33%

32%

34%

25%

36%

39%

21%

18%

26%

21%

25%

15%

Weighted All LGBT

Gay & Bi Men

Lesbian & Bi Women

Millennials

Gen X

Boomers




14%

17%

11%

24%

13%

6%

37%

40%

35%

37%

34%

45%

49%

43%

54%

39%

54%

48%

Weighted All LGBT

Gay & Bisexual Men


Millennials

Gen X

Boomers



Visitor Reaction to Male Nightlife Ad: Gay/bisexual men and Millennials felt the most positive about the nightlife creative featuring three men. Of interest is that most demographic groups actually rated this ad more negatively than the female ad, but then found it more motivating to visit Houston.


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38%

50%

27%

38%

45%

46%

33%

27%

45%

37%

31%

26%

29%

23%

27%

25%

25%

28%

Weighted All LGBT

Gay & Bi Men

Lesbian & Bi Women

Millennials

Gen X

Boomers




24%

31%

16%

26%

28%

26%

47%

41%

60%

54%

40%

44%

30%

28%

24%

20%

32%

30%

Weighted All LGBT

Gay & Bisexual Men


Millennials

Gen X

Boomers


Houston Resident Reaction to Male Nightlife Ad: Gay and bisexual male Houston residents had a similar reaction to the nightlife creative as potential male visitors. Similar to the female ad, Houston residents felt that the ad was more motivating to visit the city than did potential visitors. Future ad testing with residents of Dallas and Austin may prove helpful to inform creative development that is most motivating to potential visitors.



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78%

79%

80%

77%

80%

76%

17%

17%

15%

18%

15%

18%

5%

5%

5%

5%

5%

6%

Weighted All LGBT

Gay & Bi Men

Lesbian & Bi Women

Millennials

Gen X

Boomers




31%

35%

27%

40%

32%

24%

45%

40%

48%

41%

40%

49%

24%

25%

25%

19%

28%

26%

Weighted All LGBT

Gay & Bisexual Men


Millennials

Gen X

Boomers



Visitor Reaction to Vibrant Ad: The vibrant ad was by far the most positively reviewed creative by all demographics. As the most positive ad, it was also ranked most motivating to visit Houston; 31% of all non-Houston participants indicated very motivating and 45% indicated somewhat motivating (76% at least somewhat motivating).


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78%

83%

73%

83%

77%

80%

15%

13%

20%

12%

17%

15%

7%

4%

7%

5%

6%

5%

Weighted All LGBT

Gay & Bi Men

Lesbian & Bi Women

Millennials

Gen X

Boomers




53%

56%

51%

62%

52%

49%

35%

34%

38%

29%

32%

44%

12%

10%

11%

9%

15%

7%

Weighted All LGBT

Gay & Bisexual Men


Millennials

Gen X

Boomers



Houston Resident Reaction to Vibrant Ad: The vibrant ad was also the most positively reviewed creative by Houston residents.


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Base: Houston Metro Residents Gay & Bisexual men n=110; Lesbian & Bisexual Women n=44

Gay and Bisexual Men Lesbian and Bisexual Women

1. Showcase the overall diversity of Houston in ads with respect to the diversity of the population as well as activities. Respondents want to see more images of their diverse community, similar to the men. Unlike the men, women noted gentrification of Montrose and feel that other areas like “The Heights” and general activities are more appealing to a broad range of people, with emphasis on the art and theatre scene.

2. Showing what’s in it for women was mentioned, as many women feel that only gay males are often portrayed in advertising and catered to among the bar scene (although less sought after for women surveyed in general).

3. Promote Houston events like Bunnies on the Bayou, Outreach United Casino Night, Black Tie Victory Fund Brunch and others, to drive tourism.

4. HERO and Equal Right Ordinance legislation was mentioned several times as needed change in the city.

Earlier you indicated that you are a Houston resident. Can you provide some advice to tourism staff working on behalf of Houston? What would attract more LGBT visitors to Houston?

Text Analysis of Open-ended Responses

1. Showcase the overall diversity of Houston in ads with respect to the diversity of the population as well as activities. Respondents want to see more images of their diverse community, restaurants, museums, performing arts, history and offerings outside of bars and clubs.

2. Provide a guide to Houston events; LGBT and general as well as the best time to visit the city (i.e. fall rather than summer) via calendars, and promotional packages to travel to the city including Pride.

3. Montrose was mentioned multiple times as an LGBT mecca.

4. Advertise the friendliness and inclusivity in Houston through neighborhood mapping, LGBT-friendly businesses/supporters and displayed LGBT flags.

5. HERO and Equal Rights Ordinance legislation was mentioned several times as a barrier to a friendlier perception by an outsider.

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Focus on the food/art/live music scene in Houston, and less focus on the bars and nightlife. Also talk about good times to visit (e.g. the fall, not summer).

–Gay Man, Age 31 I think to attract LGBT visitors to Houston, you have to simultaneously sell them on the LGBT environment in Houston and Houston in general as a tourist destination. Houston's not exactly the #1 tourist hot spot on a regular weekend, so you could leverage the great events that we have, such as Bunnies on the Bayou, Rainbow on the Green, Rainbow on Ice, Houston Pride, Out at the Rodeo, Houston Splash, various galas and fundraisers, and so on. You can also leverage large non-LGBT-specific events and show LGBT people taking part and integrating into the community (e.g., cultural festivals, sporting events, art events, food events). Sell the atmosphere, but sell the city at the same time.

–Gay Man, Age 32 Lobby for HERO to pass (again). Right now Houston has a bad reputation among some LGBT people because of the voters' repeal of the HERO ordinance. Work on communicating that Houston does not fit the negative stereotypes generally associated with Texas.

–Lesbian, Age 34 All the people in these ads are white, which doesn't represent the community.

–Lesbian, Age 65 The Heights is quickly becoming the new "Gayborhood", Montrose is being priced out by gentrification, focus on museums, shopping and restaurants.

–Lesbian, Age 39

Earlier you indicated that you are a Houston resident. Can you provide some advice to tourism staff working on behalf of Houston? What would attract more LGBT visitors to Houston?

Sample of Open-ended Responses

Base: Houston Metro Residents Gay & Bisexual men n=110; Lesbian & Bisexual Women n=44

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Which of the following LGBT newspapers have you viewed in the past 90 days? Please mark all that apply. Non-Houston Resident Participants

Base: Dallas Gay & Bisexual Men n=216; Dallas Lesbian & Bisexual Women n=100; Austin + SA Gay & Bisexual Men n=117; Austin + SA Lesbian & Bisexual Women n=57

Dallas Austin + SA Gay & Bi Men

Lesbian & Bi Women

Gay & Bi Men

Lesbian & Bi Women

83% 65% Dallas Voice 5% 7%

38% 27% Advocate Magazine 27% 18%

38% 19% Out Magazine 34% 25%

4% 0% Passport Magazine 1% 0%

2% 4% Outsmart – Houston 6% 2%

2% 1% Montrose Star – Houston 3% 5%

2% 3% Out in SA – San Antonio 21% 21%

1% 3% L Style G Style – Austin 15% 25%

13% 32% None of the above 49% 51%

Print Media: The following LGBT media charts will help advise Visit Houston on media placement in the Dallas and Austin/San Antonio metro regions. Of course, reach is only part of the equation, and actual cost per impression is most important. It should be noted that brand recognition influences these results. It is unlikely the true media consumption is as high as indicated, especially for the national magazines.

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Which of the following digital media have you viewed or used in the past 7 days? Please mark all that apply. Non-Houston Resident Participants

Base: Gay & Bisexual Men n=447; Lesbian & Bisexual Women n=223; Millennials n=252; Gen X n=220; Boomers n=219

Gay & Bi Men

Lesbian & Bi Women Millennials Gen X Baby Boomers

Facebook 83% 91% 90% 90% 80% YouTube 75% 77% 85% 77% 66% Tumblr 49% 29% 58% 46% 25%

Instragram 45% 44% 68% 44% 22% Twitter 44% 42% 54% 48% 32%

HuffingtonPost Queer Voices 32% 30% 25% 37% 37% dallasvoice.com 30% 29% 18% 34% 38% Advocate.com 26% 19% 14% 29% 33% Queerty.com 25% 5% 14% 19% 24%

Towleroad 20% 3% 7% 21% 17% Out.com 19% 8% 13% 13% 20%

Gaycities.com 14% 3% 10% 11% 9% Edge.com 3% 3% 2% 5% 1% Project Q 2% 4% 2% 3% 4%

outsmartmagazine.com 2% 4% 2% 5% 2% Grindr (among Men) 38% --- 41% 37% 27% Scruff (among Men) 26% --- 20% 34% 21%

Adam4Adam.com (among Men) 23% --- 18% 26% 22% None of the above 2% 3% 1% 1% 4%

Social Media: The LGBT community were early adopters and are currently heavy users of digital and social media. The chart below shows media consumption rates by gender and generation of various digital and social media of non-Houston resident participants of the study.

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584 Castro St. #834 • San Francisco, CA 94114 Tel +1 415/437-3800 • Fax +1 415/552-5104 [email protected] Community Marketing, Inc. is an NGLCC Certified LGBT-Owned Business Enterprise.

For more information: David Paisley, Senior Research Director

Thank you…

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