1. Hispanic Black LGBTQ Asian
$0
$500
$1,000
$1,500
2006
2010
2014
Buying Power in Billions of Dollars
The Virginia Gay & Lesbian Chamber of Commerce (VGLCC) diversifies and
strengthens Virginia’s economy by (1) uniting the Commonwealth’s LGBTQ
business and professional communities, and their allies, and (2) integrating those
historically underrepresented demographics into the broader marketplace.
~ The VGLCC is a certified 501(c)(6) not-for-profit corporation with a certified 501(c)(3) nonprofit educational foundation, the Equality First Foundation ~
Summary: The VGLCC is the nonpartisan voice of Virginia’s LGBTQ business community.
Through the guiding principles of advocacy, collaboration, and education, the VGLCC
represents and supports Virginia’s LGBTQ entrepreneurs, innovators, job creators, and
their allies. In short, the VGLCC weaves the story of the LGBTQ community into the
evolving narrative of Virginia’s diverse 21st
century economy.
Management: The VGLCC’s Board of Directors, Advisory Council, and partners consist of
small business owners, corporate executives, working professionals, lawyers, professors,
community leaders, and public officials from across the Commonwealth.
Market Need: Although Virginia’s LGBTQ community is expanding its equality portfolio, the
LGBTQ business and professional communities continue to face challenges. In the post-
marriage equality world, these communities need a singular voice to represent their
interests. Moreover, Virginia needs an organization that streamlines B2B & B2C commerce
with the state’s lucrative and largely untapped LGBTQ business and consumer markets.
Unlike other LGBTQ organizations, the VGLCC is a crossroads for equality, innovation,
shared values, and free market economics. The Chamber and its Foundation are committed
to advancing business development, economic growth, and job creation as well as
cultivating a marketplace built upon the principles of diversity, equality, and inclusion.
Products & Services: To unite Virginia’s LGBTQ community, provide it with an economic
voice, and integrate it into the broader marketplace, the VGLCC offers:
 The Equality First Foundation, a 501(c)(3) nonprofit educational foundation
 Exclusive access to Unite Virginia – Virginia’s LGBTQ Media Company™
 Compelling business development and networking opportunities
 Educational, training, mentoring, and consulting opportunities
 Opportunities to expand both B2B & B2C commerce
 Diversity best practices and supplier diversity initiatives
 Statewide marketing (including a campaign developed by the VCU Brandcenter)
 LGBTQ Business Boot Camp™: A collaborative professional development program
 Political advocacy, access to decision makers, and partnerships with govt. agencies
 LGBTQ Tourism (Gov.’s LGBTQ Tourism Task Force, VA Tourism Corp., OutRVA)
 Access to a unique statewide LGBTQ-friendly business database and directory
 Diverse business collaborations & meaningful community engagement opportunities
 Access to the business leaders of tomorrow through partnerships w/VA’s universities
Target Market:
1. Small Bus. (1-5 employees)
2. Medium Bus. (6-50 employees)
3. Large Bus. (51+ employees)
4. Individuals | Nonprofits | Students
Market Research:
Research shows that the LGBTQ community:
 Has $835 billion buying power & $100 billion tourism industry1
(see chart above2
)
 Has a higher median income compared to the general population3
 Spends $2,300/year on leisure/travel (non-LGBTQ consumers spend $1,500/year)4
 97% took vacations in the past 12 months (national average is 64%)5
 87% prefer brands that have equality policies (as do 75% of LGBTQ allies)
 71% remain loyal to brands that support the LGBTQ community6
 47% are more likely to buy from a company that advertises to an LGBTQ audience
 23% have switched brands b/c a competitor supported the LGBTQ community7
1
Jenn T. Grace, “But You Don't Look Gay... Successful marketing strategies for doing business with the LGBTQ Community.” 2013.
2
Catalyst. “Quick Take: Buying Power.” New York: Catalyst, 2013.
3
2012-2013 Prudential Research Study, "The LGBTQ Financial Experience.” http://tinyurl.com/okb4ra6.
4
“The LGBTQ Population at a Glance.” Harris Interactive, Inc. 2009. http://tinyurl.com/or2vnwr.
5
“Opportunities in the Gay & Lesbian Tourism Marketplace.” CMI. 2004. http://tinyurl.com/om7ufpb
6
See Harris, supra note 4.
7
“LGBTQ Adults Strongly Prefer Brands That Support Causes Important to Them and That Also Offer Equal Workplace Benefits.” Harris
Interactive and Witeck-Combs Communications, 2011.
Marketing Strategy: The VGLCC
cultivates and maintains its
membership base by partnering
with businesses and organizations
that wish to engage Virginia’s
LGBTQ community and its allies (.
The VGLCC also partners with
Virginia’s LGBTQ Media
Company™, Unite Virginia.
Collaborations: The VGLCC
collaborates with businesses,
colleges/universities, community &
pride organizations, govt. agencies
and other business associations /
chambers of commerce across VA.
Competitive Advantage: The
VGLCC is the only organization
that comprehensively represents
Virginia’s LGBTQ business and
professional communities, provides
them with a unified economic voice,
& integrates the broader LGBTQ
community into Virginia’s diverse
21st
century economy.
3 Reasons to Join the VGLCC:
1. Target a new market sector;
2. Engage a fiercely loyal, lucrative,
and largely untapped demographic;
3. Brand your company as one that
embraces equality, diversity, and
social responsibility.
Organization Profile
501(c)(6) Chamber of Commerce &
501(c)(3) Nonprofit Foundation
Contact
justin@vglcc.org
Timeline
2014: VGLCC Founded
2015: Launch with Offices in Richmond
Charlottesville, & Tysons Corner
Coming Soon: More locations across
the Commonwealth!!
“We have an opportunity to build
upon . . . marriage equality.
Virginia’s business climate is open
and welcoming to everyone. If you
want to come here to start a
business and create economic
activity, I want you here.”
–Governor McAuliffe
“We cannot build a new Virginia economy without new Virginia values.”
–Secretary of the Commonwealth, Swearing in the Governor’s LGBTQ Tourism Task Force