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Of the 10,500 athletes expected to participate in the games, more than 2,000 will arrive from California-more than from any other state. “We are probably the highest-profile gay and lesbian event.” “The word is out that there is a substantial gay and lesbian market,” said Harold Levine, director of marketing for the Gay Games, which take place June 18-25. “There will be a positive bottom line for every sponsor.”
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“Virtually every gay person in the country will be aware of who the sponsors are,” said Andrew Isen, a New York-based consultant who specializes in marketing to gays and lesbians.
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A growing contingent-from AT&T to Miller Beer-has discovered that for a fraction of the cost of airing a single TV spot during the upcoming World Cup soccer tournament, they can link up in a big way with the Gay Games and speak to millions of consumers who have been mostly ignored by major marketers. “It might not sell in Pacific Palisades,” said Seth Felson, the Miami Beach entrepreneur whose firm, Loring & Matthews, created the Gay Bar to be sold during the Gay Games, “but it’s bound to sell in New York.”īeyond novelty candy bars, the Gay Games-also known as Unity ’94-are giving marketers plenty to chew on and, for the first time since their beginning in 1982, are attracting major sponsors on a national scale. No, it’s not a tavern catering to gay customers, but a $2 chocolate bar aimed mostly at the thousands of gay and lesbian athletes and spectators expected in New York City next week at the Gay Games IV & Cultural Festival, a weeklong athletic competition and artistic celebration.