Produced By: Montréal’s Village Welcoming and Increasing LGBT Visitors

March, 2016 Welcoming LGBT Travelers 2016 ÉTUDE SUR LE VILLAGE GAI DE MONTRÉAL Partenariat entre la SDC du Village, la Ville de Montréal et le gouvernement du Québec

› La Société de développement commercial du Village et ses fiers partenaires financiers, que sont la Ville de Montréal et le gouvernement du Québec, sont heureux de présenter cette étude réalisée par la firme Community Marketing & Insights.

› Ce rapport présente les résultats d’un sondage réalisé auprès de la communauté LGBT du nord‐est des États‐ Unis (, , , État de New , , Rhode Island, Connecticut, Pennsylvanie, , Delaware, Maryland, Virginie, , Michigan, ), du Canada (Ontario et Colombie‐Britannique) et de l’ francophone (France, Belgique, Suisse). Il dresse un portrait des intérêts des touristes LGBT et de leurs appréciations et perceptions du Village gai de Montréal.

› La première section fait ressortir certaines constatations clés alors que la suite présente les données recueillies et offre une analyse plus en détail. Entre autres, l’appréciation des touristes qui ont visité Montréal et la perception de ceux qui n’en n’ont pas eu l’occasion.

› L’objectif de ce sondage est de mieux outiller la SDC du Village dans ses démarches de promotion auprès des touristes LGBT.

2 Welcoming LGBT Travelers 2016 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 Times, Post, Tribune, Times, Wall Street Journal, Forbes, USA Today, Chicago Tribune, Herald, CBS News, NPR, CNN, Associated Press 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 and Visitors Authority, NYC & Company, Chicago Convention & Bureau, Tourism , VISIT , Empire State Development Corp., Hyatt Corp, Starwood, Prudential, Wells Fargo Bank, Aetna, Target Brands, Johnson & Johnson, WNBA, United States Census Bureau, American Cancer Society, Kaiser Family Foundation and numerous other corporations and organizations across North America and around the world.

3 Table of Contents

Research Methodology Page 5

Section One: Key Findings Page 8

Section Two: LGBT Visitors To Montréal Page 20

Section Three: LGBT Villages: Activities, Attitudes and Trends Page 27

Section Four: Visiting Montréal’s Page 40

Section Five: Non-visitors to Montréal’s Gay Village Page 56

Section Six: LGBT, Media and Events Page 64

Section Seven: French Speaking European and Montréal Page 78

Section Eight: In Their Own Words; Verbatim Questions Page 93

Section Nine: Pulse Survey Follow-up Questions Page 100 Welcoming LGBT Travelers 2016

METHODOLOGY ABOUT THE CMI LGBT PANEL › CMI has built a proprietary research panel of 70,000+ LGBT From March 1 to March 12, 2016, Community Marketing & Insights consumers through partnerships with more than 300 LGBT (CMI) fielded an online LGBT survey for Société de Développement publications, websites, blogs, social media, apps, events Commercial du Village. Participants were invited from the CMI research and organizations over a twenty‐year period. panel from three groups: Unites States LGBT residents living in states neighboring or near the province of Québec, LGBT residents of the › Importantly, the panel reflects the readership/membership Canadian provinces of Ontario and British Columbia, and LGBT European of a broad range of LGBT focused media outlets, French speakers, mostly living in France but also Switzerland and organizations and events. This means that the results Belgium. Participants completed an online survey of 10 to 12 minutes in summarized here are representative of consumers who are length and were given an incentive of a chance to win one of twenty “out” and interacting within the LGBT community. $50 cash prizes. This report concentrates on the participants from the United States and Canada, with a supplemental report of the European › The panel is used for LGBT research purposes only and is participants. The research oversampled men in order to get a higher never used for marketing purposes. All panel members are number of Montréal visitors for analysis. “active,” meaning they have participated in CMI research in the past two years.

5 Welcoming LGBT Travelers 2016

Participant Profile by Residence Total LGBT Participants • N = 1,817

USA N=1,100 CANADA N=486 EUROPE N=231 ME NH 2% VT 1% 1%

NY MA 13% 86% 22% RI 2% MI CT 3% PA BC 7% NJ 5% 10% 37% ON OH DC 7% 63% 9% IL 6% VA MD 6% 12% 4% 5%

6 Base: USA+CAN Male n=964; USA+CAN Women n=524; NY, MA, PA n=496; ON n=307 Welcoming LGBT Travelers 2016

Participant Profile • United States and Canada

Identity USA Canada Ethnicity USA Canada Gay Man* 59% 59% USA Canada or Gay Woman 27% 27% Age 18 to 34 37% 40% White / of European descent 78% 81% 11% 10% Age 35 to 50 32% 34% Black / of African descent 9% 2% Bisexual Woman 8% 9% Age 51 to 69 32% 26% Bisexual Man 5% 5% Latin(o/a) or of Hispanic descent 8% 3% 3% 1% Mixed ethnicity 5% 6% Pansexual 2% 2% Asian / of Asian descent 3% 8% Gender Queer 2% 1% Children Under 18 Native North American 2% 3% Living at Home Gender Fluid 2% 2% Other 1% 2% USA 9% Non‐binary 1% 1% Middle Eastern / Arab 1% 1% Canada 6% 1% 0% Prefer not to answer 1% 1% 1% 0%

Relationship USA Canada Single 36% 40% Education USA Canada Married 29% 19% Bachelor's Degree or In a committed relationship and living with partner 16% 20% 37% 47% Completed College In a committed relationship but not living with partner 11% 13% Master's/Graduate Degree Engaged to be Married 3% 2% 39% 20% or greater Widow / Widower 2% 0% / Domestic partner / Common Marriage 1% 5% High School 24% 33% Other or None of the above 1% 1%

Base: USA 1100, Canada 486. *The research oversampled men in order to get a higher number of Montréal visitors for analysis. Most questions analyzed by gender. For some demographic questions, respondents were able to select more than one choice, so percentages may equal more than 100%.

7 Section One Key Findings Welcoming LGBT Travelers 2016

FINDING & Montréal’s Gay Village ranks #2 out of 11 LGBT RECOMMENDATION #1 neighborhoods tested worldwide.

The research ranked LGBT neighborhoods in eleven cities worldwide. Among those who had actually visited each neighborhood, Montréal’s Gay Village ranked as the #2 LGBT neighborhood (only behind ’s Castro District). When visitors to Montréal were asked to rate the Montréal Gay Village experience, 75% of United States LGBT visitors and 72% of Canadian LGBT visitors ranked the neighborhood positively; with the rest rating it neutral (and less than 4% rating the neighborhood negatively). Clearly the Gay Village is a positive experience for LGBT tourists to Montréal. Montréal’s Gay Village is an attraction that should be widely promoted by tourism organizations and businesses in the city.

FINDING & Most visit LGBT neighborhoods while on RECOMMENDATION #2 .

70% of the LGBTs in this study indicated that they visit gay neighborhoods while on vacation. Visiting and bars are the top priorities among LGBTs visiting LGBT neighborhoods, across all demographic groups. In addition, LGBT visitors are interested in the “street scene,” as well as LGBT history and street art. The majority of respondents indicated that they value LGBT neighborhoods as safe spaces for LGBT people and these neighborhoods are fun places to visit while on vacation. Visitors also visit shops in the neighborhood, but their interests are more “tourist” oriented, than shops that serve residents.

9 Welcoming LGBT Travelers 2016 Gay men visit and value the LGBT neighborhood FINDING & experience higher than . Lesbians may feel RECOMMENDATION #3 some in LGBT neighborhoods.

There are gender differences in perceptions of LGBT neighborhoods. Based on multiple questions, we found that gay men are both more likely to visit and value the LGBT neighborhood experience than lesbians. This is not surprising, since 77% percent of lesbians indicated that they think LGBT neighborhoods are more for gay men. Right now, gay men are probably the easiest to influence to visit Montréal’s Gay Village. However, on the positive side, lesbians value LGBT neighborhoods as being safe places and they think that LGBT neighborhoods can be fun places to visit on vacation. 64% of lesbian and bisexual women who had visited Montréal’s Gay Village rated the experience positively; only 3% rated it negatively. Also, 73% of women were attracted to Montréal’s Gay Village if it offered lesbian/queer women dedicated parties and events. To attract more women, specifically inviting them the the Village and offering women’s programming, will be important.

FINDING & All generations visit LGBT neighborhoods and RECOMMENDATION #4 Millennial interest in the Gay Village is strong.

Some destinations trend better with younger or older LGBT travelers. Among USA travelers, Montréal has consistent visitation rates across all three generations. For Canadian LGBT travelers, the research points to better Millennial and Gen X visitation compared to Baby Boomer travelers. Overall, Montréal is not a destination with strong generational divides, which is a distinction worth noting in communications. Importantly, the research indicates that Millennials value the LGBT neighborhood experience equally to older LGBTs. However, Millennials, especially male Millennials, have a much stronger interest in visiting bars and nightclubs in the neighborhood. This is true both while on vacation and in their own hometowns.

10 Welcoming LGBT Travelers 2016

FINDING & Don’t overplay the “gay” card. LGBT travelers RECOMMENDATION #5 seek more than that from a vacation.

When testing various experiences that participants seek from a vacation, rest and relaxation, a break from normal routine and having new experiences, scored higher than seeking LGBT nightlife an/or seeking LGBT community. This creates a messaging problem for any LGBT neighborhood. However, these messages are not mutually exclusive. A visitor can experience rest and relaxation, a break from normal routine and having new experiences in an LGBT neighborhood. Perhaps the neighborhood does not need to be “overly gay” in its message because the gay experience is a given. Instead, focus on communicating a break from the normal routine and new experiences. This may be especially true when promoting to lesbian and bisexual women.

FINDING & Montréal’s overall visitation from the United States RECOMMENDATION #6 LGBT community members could be stronger.

Visitation to Montréal by LGBT residents living in the Northeast US and Midwest US did not score well compared to other destinations tested. For any destination, regional tends to have the highest visitation percentages. We would expect Montréal to have good visitation rates from cities like New York and . However, the study indicates that LGBTs living in these regions are more likely to travel to far away places like San Francisco, Los Angeles and even , than to Montréal. It should also be noted that Toronto has a similar problem. While Montréal has been a pioneer in LGBT tourism marketing, today, the city competes with nearly every other major North American destination for LGBT travelers. Montréal needs to find ways to reconnect with the United States’ LGBT community and once again become a leader in the LGBT travel space. Increasing visitation from gay men and lesbians living in the Northeast US and Midwest US is most likely Montréal’s biggest growth potential in the LGBT market.

11 Welcoming LGBT Travelers 2016

FINDING & Montréal’s overall visitation for LGBT Canadians RECOMMENDATION #7 is quite strong, even from British Columbia.

The research tested Montréal’s LGBT visitation rates from Ontario (which were strong) and British Columbia (which were impressive, given the distance). Montréal does not appear to have a problem with visitation from fellow LGBT Canadians. Outreaching to the best prospect travelers should always be a priority and Montréal should continue it’s effective strategies. However, relying too heavily on LGBT Canadians could be a mistake given its population size. For example, Ontario residents were about 2.75 times more likely to travel to Montréal than those living in the states of New York/Massachusetts/ (combined). However, the population of those three states is about 2.75 times the population of Ontario. Future LGBT market share growth may be dependent on increasing visitation from the Northeast US and Midwest US.

FINDING & Montréal has a problem with lesbian and bisexual RECOMMENDATION #8 women travelers. More outreach is needed.

As found in other CMI research, lesbian and bisexual women travel less than gay and bisexual men. However, the degree of drop off of lesbian travelers to Montréal, compared to gay men, is quite significant and unusual (and not seen in this study by Toronto). The “L” is about half the population of “LGBT.” Montréal needs to find ways to connect with the lesbian and bisexual women’s community. Typically, this involves dedicated lesbian outreach and dedicated women’s events and activities. Montréal cannot assume that broad “LGBT” outreach (and especially gay male‐oriented communications) truly connects with lesbians. Most LGBT outreach, by most corporations, is overtly male‐oriented, and advertising is placed in publications with a primarily male readership. Lesbian and bisexual women notice this. Women are more connected to destinations that make a true effort to reach women.

12 Welcoming LGBT Travelers 2016

FINDING & The Gay Village's diverse nightlife scene is a RECOMMENDATION #9 tourism strength, especially for young gay men.

LGBT nightlife is an important element of Montréal’s Gay Village. Nightlife is far more attractive to gay men than to lesbians, by about a 4:1 ratio. Also, Millennial LGBTs are much more likely than Baby Boomers to visit bars and nightclubs by a 3:1 ratio. This means that and nightlife messages, while they may be attractive to a broad audience, are much more effective for Millennial gay men. The Gay Village should promote its nightlife scene, but an effort needs to be placed on marketing the diversity of the nightlife scene to catch everyone. The vast majority of LGBTs do have an interest in going out for a mellow social drink with friends. More specialty nightlife experiences like karaoke bars and leather bars were of interest to a sub‐segment of visitors. High‐energy dance clubs are important to about half of Millennial gay men. About a third of gay men indicated an interest in nude dancers and high sexual energy bars, and that interest was near equal across generations.

FINDING & Montréal’s Gay Village is fun, friendly, sexy, RECOMMENDATION #10 diverse, artistic, and different.

The survey asked all participants to express their perceptions of Montréal’s Gay Village through an aided word selection exercise. The top words from Montréal visitors (with a consistent 50% or better agreement across demographic groups) were fun, friendly, diverse, artistic, and different. Gay men were far more likely to think of the neighborhood as sexy than lesbians did. Visitors were more neutral if the Village was inexpensive, romantic or relaxing. And visitors did not indicate that they think the Gay Village was dangerous, unclean or crowded. During the word exercise most non‐visitors had no opinion of the neighborhood, which may be an indication that they do not hear much about the Village.

13 Welcoming LGBT Travelers 2016

FINDING & Value and Village are top motivators for 2016 RECOMMENDATION #11 summer travel.

The research described attractions in Montréal’s Gay Village to gauge potential visitor interest.

For those having visited the city in the past 10 years, the top motivators to return were: • The Gay Village’s main street (12 blocks long) is now pedestrian‐only during summertime. • The Gay Village is located near the downtown area, easily accessible by metro. • The Village’s streetscape has been redesigned with over 60 outdoor eating and drinking terraces. • The Gay Village has over 65 restaurants. • The average cost of drinks and food is way less expensive than in the USA. • The Gay Village has over 23 LGBT bars and nightclubs.

For those who had not visited the city in the past 10 years, or never visited, the top motivators to book a trip to Montréal were: • The average cost of drinks and food is way less expensive than in the USA. • The Gay Village is located near the downtown area, easily accessible by metro. • The Gay Village’s main street (12 blocks long) is now pedestrian‐only during summertime. • The Village’s streetscape has been redesigned with over 60 outdoor eating and drinking terraces. • The Gay Village has over 65 restaurants.

The top overall messages are: value this summer because of the exchange rate and visit or rediscover the redesigned Gay Village this summer. Of note, while many of the Village’s changes may have happened 5 years ago, most participants in the United States are unaware of them, so discovery is an important message.

14 Welcoming LGBT Travelers 2016

FINDING & PINK BALLS: Research indicates some care in RECOMMENDATION #12 the delivery of this message.

Surprisingly, PINK BALLS did not generate as much enthusiasm among participants as hoped. In fact, of the 14 attractions listed, it ranked near the bottom of the list of highly motivating reasons to visit (although 77% indicated it was at least somewhat a motivator to visit). Also, of note, was that AIRES LIBRES ranked low. The problem may be that describing these two attractions in a survey is difficult. The two attraction statements were “PINK BALLS is the Village’s renowned urban art project with 170,000 balls hanging over 12 blocks which defines the LGBT space,” and “Every summer the Village hosts AIRES LIBRES, a contemporary outdoor public art exhibition.” To help describe all the attractions listed in the question, the attached image was seen by research participants. While describing these two attractions may be difficult in a survey, it is also difficult to describe through print or digital advertising. Therefore, in many ways the results may be quite valid for outreach communications. PINK BALLS is an important element of the summer experience and is most likely enjoyed by LGBT visitors. However, using PINK BALLS as a primary message might be counter‐productive because it’s difficult to communicate in advertising (perhaps easier through editorial). Describing it as one of many street art projects may be a more balanced approach. It should be noted that among non‐visitors to Montréal, few knew that the PINK BALLS existed.

15 Welcoming LGBT Travelers 2016

FINDING & Montréal and the Gay Village both must increase RECOMMENDATION #13 education and outreach to LGBTs in the USA.

Through multiple questions throughout the survey, results point to Montréal needing to increase LGBT tourism education and promotion. United States LGBTs do not seem to have much knowledge about Montréal or the Gay Village. Most United States LGBT non‐visitor participants, especially lesbians, were not aware that Montréal even has a Gay Village.

When non‐visitors were asked about different Village attractions, of those who were enthusiastic about PINK BALLS, or the summer pedestrian street, or the terraces, only 5% or fewer were aware of these streetscape changes. Among visitors in the past 10 years, awareness was more in the 45% range (and most likely because they experienced the attraction). This may be an indication that current visitor development outreach programs are not connecting with potential visitors in the United States as well as hoped, and alternative strategies need to be considered.

The primary reasons that non‐visitors in the past ten years have not visited Montréal was that other destinations interest them more, they needed more information about what to do, and they have not heard much about Montréal in the past five years. Again, these all indicate education and outreach challenges.

Non‐visitors did not indicate that Montréal is not LGBT‐friendly, or that they had bad experiences in the city in the past, or that they felt they might not be welcomed because of language or cultural reasons.

16 Welcoming LGBT Travelers 2016

FINDING & Outreach strategies to attract more LGBT RECOMMENDATION #14 visitors.

Purchasing media and overall outreach in the increasingly diverse LGBT media environment can be a challenge. Of course, no marketing recommendation is fully relevant without evaluating cost and number of quality impressions. The media and outreach section of the report has many charts to assist media and outreach planners in their outreach selection evaluation.

The following are broad observations based on the research:

• Increasing editorial coverage of Montréal’s Gay Village and the changes to the Village over the past 5 years will be an important element in any campaign, as editorial content is more likely to viewed and trusted over advertising. Hosting LGBT‐ specific travel journalists and LGBT press trips are encouraged.

• The excellent value of a Canadian vacation (right now) is not as widely known among USA respondents as was anticipated. This should be a major influencer for visitors from the United States. The U.S.‐favorable exchange rate, combined with the upcoming tourist season, points to making a quick investment in outreach for the summer of 2016.

• About a quarter of those surveyed read their local LGBT print newspaper at least once a month. But those who do read these publications trend older. Messages for these newspapers should be age‐appropriate.

• Exhibiting at Pride in the key origin markets of Boston, New York, , Chicago, Toronto and may be a good investment. While a relatively small percentage of attendees will actually stop by the booth, a larger number of Montréal impressions can be achieved through “street‐based” stunts, contests, etc. CONTINUED

17 Welcoming LGBT Travelers 2016

FINDING & RECOMMENDATION #15 Outreach strategies continued.

• LGBTs, and especially Millennial LGBTs, can be located through key websites, mostly based in the USA. Many of these websites have a surprisingly large Canadian following. However, if investment is made in these sites, it must go beyond banner advertising, as digital banner advertising alone was not viewed as motivating by research participants. It should be a comprehensive digital approach including advertising, contests, editorial, and promotions.

• Gay men, especially young gay men, are using gay dating apps in large numbers. Many offer geo‐targeted pop‐up text message ads, and are a great way of reaching Montréal’s prime visitor.

• A very high percentage of LGBT community members are on social media. remains strong across all generations, all genders and LGBT influencers. Facebook promotion should be part of an LGBT outreach program. Some of the other social media options also scored well among younger LGBTs and several social media opportunities should be considered.

• “Influencer” is a hot topic in Social Media, and getting Montréal’s Gay Village in front of these influencers will be important.

• Setting up selfie photo opportunities is an important way in which cities and neighborhoods increase social media impressions.

• Messages to encourage returning to destinations previously enjoyed is a key way to outreach to Baby Boomer and older Gen X gay men who have not visited recently. Update these men on what has changed in the Village over the past five years.

• To increase women visitors, Montréal must invest in lesbian‐specific media and event promotion. Since lesbians may be more skeptical of the city than gay men, creating promotions for specific women’s events and attractions will be important.

18 Welcoming LGBT Travelers 2016

FINDING & French speaking European gay men were positive RECOMMENDATION #16 about Montréal and have good visitation rates.

The research also evaluated 200 gay and bisexual men living in French‐speaking Europe. Key findings for this subgroup included:

• The European men had good visitation rates to Montréal over the past 10 years at 13%. Given the distance, we would not expect such a high percentage. For comparison, 25% of gay men from New York, Massachusetts and Pennsylvania visited Montréal in the past 10 years. • In many ways, the North American gay men and the European gay men were similar in their overall interest in LGBT activities. However, European men did seem to have lower interest overall in LGBT neighborhoods than did the North American men. European men did have greater interest in gay bars and nightclubs. In the end, these two elements might even out their overall likelihood to visit the Gay Village. • Expense was not a key factor preventing European men from visiting Montréal, but travel distance and other destinations being more interesting were the top challenges to encouraging visitation. Cost was not a key negative. • While few of the European men in the research had visited Montréal’s Gay Village, the overall reviews of the visitors were positive. • In general, the interest between European and North American gay men in the Gay Village’s activities were similar. By comparison to North American LGBTs, Europeans were more interested in the local French Canadian culture, good looking locals, shopping and street art. • Media outreach options to reach these men were quite varied with few media options reaching 10% readership. The three gay men’s media that were most viewed were Tutu, Grindr and Yagg. Facebook also proved to be very popular among French‐speaking European gay men. • European gay men were seeking from a vacation: rest and relaxation, experiencing new cultures and a break from the normal routine.

19 Section Two LGBT Visitors To Montréal Welcoming LGBT Travelers 2016

In the past ten years, have you visited any of these cities for vacation or leisure purposes? (Please mark all that apply.)

Montréal LGBT Visitation Ratios: Canadian LGBT community members in this research were about 2.75 times more likely to visit Montréal in the past 10 years than LGBTs living in the United States target regions. Of note is that LGBTs living in the United States target region were more likely to visit London or than to Montréal or Toronto, which is a counterintuitive finding, considering proximity. It should also be noted that those in Ontario are about 2.75 times more likely to travel to Montréal than those living in NY, MA and PA. The population of those three states is about 2.75 times more than the population of Ontario. Ultimately, the actual numbers of United States and Canadian LGBTs traveling to Montréal may be similar.

USA Canada NY, PA, MA ON , USA 68% 45% 73% 53% Washington DC, USA 56% 15% 59% 20% Chicago, USA 45% 21% 37% 26% Philadelphia, USA 43% 9% 50% 12% San Francisco, USA 36% 32% 37% 24% Los Angeles/West Hollywood, USA 31% 25% 35% 19% London, UK 24% 29% 27% 28% Paris, France 21% 26% 24% 24% Montréal, Canada 19% 55% 25% 68% Toronto, Canada 19% 20% , Spain 9% 8% 11% 8% None of the cities above 7% 8% 6% 5% I did not travel in the past 10 years 2% 3% 1% 2%

Base: USA LGBT n= 1,100; Canada LGBT n=486; NY, MA, PA n=496; ON n=307 Ontario population 13.6 million, NY+PA+MA population = 19.7+12.8+6.7=39 million

21 Welcoming LGBT Travelers 2016

In the past ten years, have you visited any of these cities for vacation or leisure purposes? (Please mark all that apply.)

Gender and Generation Leisure Travel Analysis: Gender and generation analysis indicates Montréal’s LGBT visitors trend heavily male, especially for United States residents. In general, gay men do travel more than lesbians (especially international travel), but the gender differences for Montréal visitors are unusually high. Of note, this trend is not nearly as extreme for Toronto. No significant generational differences were noted, indicating that Montréal has wide appeal across age groups.

USA USA CAN CAN USA USA USA CAN CAN CAN Destination Men Women Men Women 18‐34 35‐50 51‐69 18‐34 35‐50 51‐69 New York City, USA 73% 60% 49% 41% 76% 67% 60% 46% 49% 40% Washington DC, USA 56% 53% 17% 12% 61% 57% 48% 16% 13% 16% Chicago, USA 48% 40% 22% 18% 50% 47% 38% 17% 28% 18% San Francisco, USA 42% 27% 35% 26% 40% 33% 35% 24% 38% 38% Philadelphia, USA 47% 37% 11% 6% 46% 47% 37% 8% 10% 10% Montréal, Canada 24% 11% 59% 50% 19% 19% 20% 53% 61% 52%

Toronto, Canada 21% 16% 16% 20% 22%

Los Angeles/West Hollywood, USA 36% 21% 28% 22% 30% 36% 27% 24% 28% 23% London, UK 29% 14% 31% 25% 22% 25% 23% 26% 30% 30% Paris, France 25% 14% 26% 26% 22% 22% 18% 27% 24% 26% Madrid, Spain 12% 5% 9% 6% 11% 9% 7% 10% 6% 7%

Base: US Men n=687; US Women n=369; CA Men n=300; CA Women n=170; US 18‐34 n=404; US 35‐50 n=349; US 51‐69 n=347; CA 18‐34 n=196; CA 35‐50 n=165; CA 51‐69 n=125

22 Welcoming LGBT Travelers 2016

In the past ten years, have you visited any of these cities for vacation or leisure purposes? (Please mark all that apply.)

Core Males Leisure Travel Analysis: While we should use caution because of the low bases per destination; we see that among gay men, Montréal’s core gay male visitor origin markets are most likely Toronto, Boston and New York. Vancouver gay men travel to Montréal in surprisingly large numbers considering the distance. Travel from the United States Midwest underperforms, despite relative close proximity.

Gay & Bisexual Men Visiting Montréal Number in Past 10 years by State/Province

Low Base New York and Connecticut 17% 66

Pennsylvania, New Jersey and Delaware, Washington DC / Maryland 12% 47 / Virginia

Massachusetts, New Hampshire, 15% 60 Vermont, Maine, Rhode Island

Ontario 37% 148

Illinois, Michigan and Ohio 5% 21

British Columbia 14% 54

Base: See above; USA+CAN Male who visited Montréal in the past ten years n=396

23 Welcoming LGBT Travelers 2016

In the past ten years, have you visited any of these LGBT destinations for vacation? Please mark all that apply.

Visiting LGBT Resort Towns: The study tested visitation to popular LGBT resort towns to understand gender and generational response to destinations that communicate a primarily “gay” marketing message. For most resort destinations, popularity increases with age and may indicate that Millennials are less interested in these types of LGBT resort destinations. Other research indicates that Millennial LGBTs have greater interest in urban destinations that offer diversity of experience. Gender differences were not extreme for most destinations with a small preference for gay and bisexual men to visit the LGBT resort destinations compared to lesbians.

USA+CAN USA+CAN USA+CAN USA+CAN USA+CAN Male 18‐34 35‐50 51‐69

Provincetown, MA 28% 24% 17% 27% 36%

Key West, FL 18% 12% 12% 18% 19%

Palm Springs, CA 16% 6% 7% 14% 17%

Rehoboth Beach, DE 15% 15% 15% 13% 17%

Ogunquit, ME 11% 7% 4% 12% 12%

Saugatuck, MI 6% 9% 4% 8% 9%

None of the above 45% 55% 60% 46% 38%

Base: USA+CAN Male n=964; USA+CAN Women n=524.

24 Welcoming LGBT Travelers 2016

Approximately, when was the last time you visited Montréal for any reason?

10 Year Montréal Visitation Rates: Asked in a different way (Montréal visitation for any reason and not directly compared to other destinations), we have similar findings with Canadians and males being far more likely to visit the destination. There was little generation difference among USA residents. For Canadian residents, we do observe some weakness for those over age 51 for Montréal travel over the past five years.

USA Canada NY, MA, USA USA CAN CAN USA USA USA CAN CAN CAN LGBT LGBT PA Men Women Men Women 18‐34 35‐50 51‐69 18‐34 35‐50 51‐69

Within last year 4% 23% 5% 5% 2% 25% 20% 4% 4% 3% 26% 24% 17%

1‐2 years ago 5% 15% 7% 6% 3% 18% 11% 4% 5% 6% 14% 19% 13%

3‐5 years ago 6% 15% 8% 8% 5% 13% 18% 7% 7% 7% 16% 12% 15%

6‐10 years ago 9% 11% 10% 10% 7% 11% 11% 7% 8% 12% 6% 14% 17%

Base: USA n=1,100; Canada n=486; NY, MA, PA n=496; US Men n=687; US Women n=369; CA Men n=300; CA Women n=170; US 18‐34 n=404; US 35‐50 n=349; US 51‐69 n=347; CA 18‐34 n=196; CA 35‐50 n=165; CA 51‐69 n=125

25 Welcoming LGBT Travelers 2016

In the past 10 years, how many times have you visited Montréal?

Number of Trips in Past Ten Years: Among LGBT visitors in the past 10 years, Canadians took about twice as many trips to Montréal than did United States residents.

Number of Montréal Trips in Past 10 Years (of Those That Had Visited)

USA 2.3

Canada 4.4

NY, MA, PA 2.4

ON 4.8

Base: Of those that have been to Montréal in past 10 years. USA LGBT n= 265; Canada LGBT n=311; NY, MA, PA n=150; ON n=234

26 Section Three LGBT Villages: Activities, Attitudes And Trends Welcoming LGBT Travelers 2016

In the past ten years, have you participated in any of these LGBT‐specific activities while on vacation? Please mark all that apply.

LGBT‐specific Activities While on Vacation: During the past 10 years, most LGBTs in the United States and Canada have visited an LGBT neighborhood while on vacation. Gay and bisexual men are somewhat more likely than lesbian and bisexual women to visit an LGBT neighborhood, go to LGBT bars, and/or spend a night at an LGBT guesthouse. There was not much difference by generation in interest of LGBT tourist activities, except younger LGBTs are not likely to stay at gay guesthouses.

USA+CAN USA+CAN USA+CAN USA+CAN USA+CAN Men Women 18‐34 35‐50 51‐69

Went to a LGBT bar or nightclub 77% 59% 68% 73% 69%

Went to an LGBT neighborhood / village 75% 60% 69% 71% 67%

Attended an LGBT Pride event 42% 35% 42% 38% 37% while on vacation

Spent a night in an LGBT‐dedicated hotel 38% 25% 18% 37% 46% or guesthouse

Attended an LGBT party / dance event 34% 32% 37% 31% 31% (other than pride and not in an LGBT bar)

None of the above 13% 22% 18% 14% 16%

Base: USA+CAN Men n=987; USA+CAN Women n=539; US+CA 18‐34 n=600; US+CA 35‐50 n=514; US+CA 51‐69 n=472

28 Welcoming LGBT Travelers 2016

In the past 12 months, have you participated in any of these LGBT‐specific activities while on vacation in a different city than you live? Please mark all that apply. When on vacation in a different city, I have...

BONUS DATA: This question was asked as part of the CMI’s 2015 Annual of participants equally disbursed across the United States. Here we concentrate on vacation activities just in the past year. The research indicated that 61% of gay men and 39% visited an LGBT neighborhood in the past year. While these numbers are lower than the ’s 10 year visitation numbers, what is remarkable is how little it drops off for gay men, indicating that most gay men visit an LGBT neighborhood every year. The drop off is higher for lesbians indicating that women visit often, but not necessarily every year.

Gay and Bisexual Lesbians and Bisexual Men Women Went to a gay/ 66% 38% Went to an LGBT neighborhood 61% 39% Went to a in the LGBT neighborhood 61% 37% Went to a gay/lesbian nightclub 47% 22% Purchased clothes or other retail items in the LGBT neighborhood 35% 18% Used a dating website or mobile app to meet others 31% 4% Attended an LGBT Pride event 25% 19% Attended an LGBT party event other than Pride 24% 17% Spent a night in an LGBT‐dedicated hotel or guesthouse 20% 7% Visited the local LGBT community center 10% 9% Attended an LGBT fundraising gala costing $100 or more 7% 4% Attended an LGBT conference 7% 9%

Bases: USA Gay and Bisexual Men n=2,229; USA Lesbians and Bisexual Women n=1,362

29 Welcoming LGBT Travelers 2016

Based on your past travel experience, what are you likely to do when you visit an LGBT neighborhood or village in a city while on vacation? Check all that apply.

Activities in the LGBT Neighborhood: Among participants visiting as LGBT neighborhood, visiting restaurants and bars are the top priorities of the LGBT research participants visiting LGBT neighborhoods, for all demographic groups. USA+CAN USA+CAN USA+CAN USA+CAN USA+CAN Men Women 18‐34 35‐50 51‐69 Dinner 83% 83% 78% 86% 87%

Lunch 71% 63% 62% 70% 77% Dining Brunch 66% 67% 69% 68% 59% Out Coffee or snack 62% 68% 66% 63% 61%

Breakfast 47% 51% 40% 49% 56%

Quick social drink at a bar or pub 72% 71% 75% 71% 68% Bars & Night out (three or more hours) 60% 52% 69% 60% 38% Nightlife at bars or pubs in neighborhood Go to a dance club 46% 40% 58% 41% 29%

Men’s Go to a sauna or bathhouse 29% ‐‐ 27% 27% 36% Activities Go to an all nude male strip club 29% ‐‐ 29% 31% 28% Of male participants

Base: USA+CAN Men n=733; USA+CAN Women n=326; USA+CAN 18‐34 n=411; USA+CAN 35‐50 n=364; USA+CAN 51‐69 n=318;

30 Welcoming LGBT Travelers 2016

Based on your past travel experience, what are you likely to do when you visit an LGBT neighborhood or village in a city while on vacation? Check all that apply.

Activities in the LGBT Neighborhood: The study found participant interest in nearly all activities within an LGBT neighborhood. Of particular interest was the low score for “cruise / look for a date,” which may be an indication that dating apps have replaced this “traditional function” of the LGBT neighborhood. Shopping scored lower than food/drink. Shopping for clothing and LGBT specific items did score higher than everyday home items, which is a reflection of tourist shopping needs vs. locals shopping needs. Art and history scored well, as did street scene activities. Seeking out public art scored well with all generation and age groups. US+CA US+CA US+CA US+CA US+CA Men Women 18‐34 35‐50 51‐69

Shop for clothing 61% 49% 55% 59% 56% Shopping Shop for fun, LGBT‐specific items 48% 62% 50% 52% 55% Shop for sexy items 36% 32% 42% 34% 26% Shop for home goods 31% 34% 24% 36% 36%

Seek out public art 49% 55% 52% 49% 52% Attend an LGBT historical exhibit 46% 59% 49% 48% 54% Attractions Visit the LGBT Community Center building 25% 36% 26% 25% 35% Participate in an LGBT 23% 28% 21% 24% 29%

Hang out / people watch / window shop 87% 89% 87% 88% 89% Visit during the day 81% 77% 79% 79% 82% Street Life Visit at night 74% 60% 73% 67% 68% Cruise / Look for a date 29% 10% 27% 22% 19%

Base: US+CA Men n=733; US+CA Women n=326; US+CA 18‐34 n=411; US+CA 35‐50 n=364; US+CA 51‐69 n=318

31 Welcoming LGBT Travelers 2016

Do you agree or disagree with the following statements?

Attitudes about LGBT Neighborhoods: Research participants strongly agreed that LGBT neighborhoods are fun places to visit while on vacation and valued as space spaces for LGBT people (over a 95% agreement rate for both). Some participants expressed some concern that neighborhoods are becoming too straight, less popular and perhaps not needed in the future. Both gay men and lesbians shared the attitude that the neighborhoods are more for gay men, which is of concern.

Participants were asked if they strongly agreed, somewhat USA+CAN Men USA+CAN Women agreed, somewhat disagreed or strongly disagreed. Positive responses presented for ease of reporting. Total Strongly Somewhat Total Strongly Somewhat Agree Agree Agree Agree Agree Agree

I value LGBT neighborhoods as safe spaces for LGBT people. 96% 65% 31% 98% 72% 26%

LGBT neighborhoods are fun places to visit while on vacation. 96% 57% 39% 99% 58% 41%

LGBT neighborhoods seem to be more for gay men. 74% 21% 53% 77% 33% 44%

LGBT neighborhoods are popular for young LGBT people. 73% 23% 50% 77% 26% 51%

LGBT neighborhoods are becoming too “straight.” 55% 12% 43% 49% 10% 39%

LGBT neighborhoods are on the downturn in popularity. 55% 11% 44% 47% 6% 41%

In 10 years, the existing LGBT neighborhoods will no longer be LGBT‐oriented. 54% 11% 43% 50% 7% 43%

Base: USA+CAN Men n=987; USA+CAN Women n=539

32 Welcoming LGBT Travelers 2016

Do you agree or disagree with the following statements?

Attitudes about LGBT Neighborhoods by Generation: When comparing responses by generation, Millennials were more positive about LGBT neighborhoods than older generations. Younger LGBTs value the existence of LGBT neighborhoods and 98% agreed that LGBT neighborhoods are fun places to visit while on vacation.

USA+CAN 18‐34 USA+CAN 35‐50 USA+CAN 51‐69

Total Strongly Somewhat Total Strongly Somewhat Total Strongly Somewhat Agree Agree Agree Agree Agree Agree Agree Agree Agree

LGBT neighborhoods are fun places to visit while on vacation. 98% 60% 38% 98% 56% 42% 98% 56% 42%

I value LGBT neighborhoods as safe spaces for LGBT people. 97% 72% 25% 96% 68% 28% 97% 61% 36%

LGBT neighborhoods seem to be more for gay men. 82% 35% 47% 71% 23% 48% 71% 16% 55%

LGBT neighborhoods are popular for young LGBT people. 79% 32% 47% 70% 21% 49% 71% 17% 54%

LGBT neighborhoods are on the downturn in popularity. 49% 8% 41% 54% 12% 42% 53% 8% 45%

LGBT neighborhoods are becoming too “straight.” 47% 12% 35% 58% 13% 45% 57% 9% 48%

In 10 years, the existing LGBT neighborhoods 9% 37% 12% 47% 9% 47% will no longer be LGBT‐oriented. 46% 59% 56%

Base: USA+CAN 18‐34 n=600; USA+CAN 35‐50 n=514; USA+CAN 51‐69 n=472

33 Welcoming LGBT Travelers 2016

Think back to your most recent vacation. What were you seeking to experience? Please check all that apply.

Vacation Experience: From a vacation, LGBTs are most likely to seek rest and relaxation, a break from normal routine and new experiences. For Montréal, being an urban and unique destination, a break from normal routine and new experiences may be strong messages. While LGBT‐specific experiences scored lower compared to other choices, they are not mutually exclusive. LGBT neighborhoods can incorporate all the messages on how new experiences, rest and relaxation, a break from the routine can be experienced within the neighborhood.

USA USA USA USA USA CAN CAN CAN CAN CAN 51‐69 35‐50 18‐34 Women Men Men Women 18‐34 35‐50 51‐69 84% 77% 78% 82% 79% Rest and relaxation 72% 69% 67% 71% 74% 76% 73% 78% 76% 76% Break from normal routine 79% 71% 79% 74% 74% 57% 61% 71% 60% 65% New experiences 65% 62% 67% 65% 58% 52% 47% 56% 54% 50% Learn and Explore 48% 54% 55% 45% 50% 39% 40% 52% 40% 46% Experience new cultures 48% 55% 55% 47% 49% 30% 35% 58% 36% 45% Excitement 47% 39% 57% 45% 25% 33% 35% 54% 41% 41% Adventure 49% 54% 62% 49% 37% 36% 28% 33% 21% 39% Meet new people 42% 26% 38% 33% 38% 23% 28% 35% 16% 37% LGBT nightlife 37% 24% 34% 30% 30% 35% 32% 35% 30% 37% LGBT community 37% 29% 34% 35% 37% 1% 2% 2% 2% 1% None of the above 2% 2% 2% 3% 2%

Base: USA Men n=687; USA Women n=369; CAN Men n=300; CAN Women n=170; USA 18‐34 n=404; USA 35‐50 n=349; USA 51‐69 n=347; CAN 18‐34 n=196; CAN 35‐50 n=165; CAN 51‐69 n=125

34 Welcoming LGBT Travelers 2016

In a typical month, how often do you go to an LGBT bar or nightclub?

Going to LGBT Bars and Nightclubs: Asked not specifically about vacation, but in more general terms, 59% of gay men and bisexual men and 40% of lesbian and bisexual women said they go to LGBT dedicated bars at least once a month. However, the percentages indicating once a month visitation may be higher than reality (some probably just go occasionally during the year). 31% of the men and 10% of the women said they went to an LGBT‐dedicated bar or nightclub two times or more a month.

US+CA US+CA US+CA US+CA US+CA Men Women 18-34 35-50 51-69 6 or more nights a month 6% 1% 6% 4% 2% 4 or 5 nights a month 7% 2% 7% 5% 3% 2 or 3 nights month 18%7%19%14%9% 1 night a month 28% 29% 32% 27% 26% Never 41% 60% 37% 50% 60%

Base: USA+CAN Men n=987; USA+CAN Women n=539

35 Welcoming LGBT Travelers 2016

What describes your interests in nightlife? Please mark all that apply.

Going to LGBT Bars and Nightclubs: Of those LGBTs who visit bars/nightclubs monthly, more casual atmospheres were the overall top priority. However, every type of scene has some following within the LGBT community.

Of participants who indicated at least one bar/nightclub visit this past month or those who went to an LGBT bar or nightclub while on vacation

USA+CAN USA+CAN USA+CAN USA+CAN USA+CAN Men Women 18‐34 35‐50 51‐69

Mellow social drink out with friends 81% 84% 88% 80% 76% performances 42% 40% 51% 44% 27% High energy dance club 39% 36% 52% 35% 23% Other nightlife interests 34% 34% 30% 38% 36% Afterhours clubs 21% 15% 25% 17% 13% Leather scene 20% 4% 12% 15% 19% Karaoke bar 20% 31% 34% 22% 10%

Men’s Nude dancers 32% ‐‐ 31% 35% 29% Activities High sexual energy bars 32% ‐‐ 33% 34% 26% Of male participants

Base: USA+CAN Men n=821; USA+CAN Women n=360; US+CA 18‐34 n=467; US+CA 35‐50 n=410; US+CA 51‐69 n=344 USA+CAN Male 18‐34 n=305; USA+CAN Male 35‐50 n=282; USA+CAN Male 51‐69 n=234

36 Welcoming LGBT Travelers 2016

Which of the following LGBT neighborhoods have you visited in the past ten years, for any reason?

LGBT Neighborhood Visitation: 20% of USA gay and bisexual men participants and 7% of USA lesbian and bisexual women participants visited Montréal’s Gay Village in the past 10 years. 59% of Canadian gay and bisexual men participants and 36% of Canadian lesbian and bisexual women participants visited. Visitation to any destination is partially predicted by travel distance, but it should be noted that the USA residents (located in Northeast and Midwest) were far more likely to visit San Francisco and Los Angeles than Montréal. United States LGBT residents were just as likely to visit London as Montréal.

LGBT Neighborhoods Men Women Men Women 69% 46% New York: , Chelsea 40% 27% 50% 36% Washington DC: Dupont / Logan Circle 12% 4% 40% 24% Chicago: Boystown / Halsted 18% 4% 38% 24% Philadelphia: The Gayborhood, Midtown Village 10% 1% 38% 21% San Francisco: The Castro District / The Castro 35% 24% 29% 12% Los Angeles: West Hollywood / WeHo 18% 11% 22% 5% London: 22% 14% 20% 7% Montréal: Gay Village, The Village 59% 36% 18% 10% Toronto: Church‐Wellesley Village 78% 69% 18% 5% Paris: Le Marais 19% 11% 8% 1% Madrid: Chueca 7% 2% 10% 24% None of the Above 11% 15% Base: USA Men n=687; USA Women n=369; CAN Men n=300; CAN Women n=170

37 Welcoming LGBT Travelers 2016

Let's compare the LGBT neighborhoods that you have visited. On a four‐point scale, how would you rate each as an LGBT tourist destination?

Comparing Neighborhoods: For those who have visited different LGBT neighborhoods around the world, Montréal’s Gay Village ranked number two as an LGBT tourist destination, only behind San Francisco’s Castro District. Montréal scored significantly higher than Toronto's Gay Village.

San Francisco: The Castro District / The Castro 58% 35% 5% 1%

Montreal: Gay Village, The Village 46% 42% 12% 0%

New York: Greenwich Village, Chelsea 43% 45% 11% 1%

London: SoHo 43% 47% 10% 0%

Los Angeles: West Hollywood / WeHo 42% 43% 13% 2% Paris: Le Marais 42% 47% 10% 2%

Madrid: Chueca 41% 49% 9% 0%

Chicago: Boystown / Halsted 39% 49% 11% 1% Toronto: Church‐Wellesley Village, etc. 36% 46% 16% 2%

Washington DC: Dupont / Logan Circles 24% 50% 23% 2%

Philadelphia: The Gayborhood, etc. 17% 52% 28% 4%

Very High Somewhat High Somewhat Low Very Low

Base: Respondents who have visited LGBT neighborhoods in the following cities: Montreal n=412; Toronto n=526; Philadelphia n=397; New York n=836; Madrid n=87; Washington DC n=539; Chicago n=442; San Francisco n=497; Los Angeles n=324; Paris n=220; London n=263

38 Welcoming LGBT Travelers 2016

Let's compare the LGBT neighborhoods that you have visited. On a four‐point scale, how would you rate each as an LGBT tourist destination?

Montréal Gay Village Score by Demographic: Montréal’s Gay Village's positive score was relatively consistent by gender. However, the neighborhood scored much higher with Millennial and Gen X LGBTs than Baby Boomers, both in the USA and Canada.

Among those who have been to Montréal’s Gay Village in the past ten years

Somewhat Somewhat Very High High or Very Low USA+CAN 46% 42% 12% USA 49% 43% 9% Canada 44% 42% 14% USA Men 50% 41% 9% USA Women 46% 50% 4% CAN Men 44% 42% 15% CAN Women 44% 42% 15% USA 18-34 52% 40% 8% USA 35-50 58% 35% 8% USA 51-69 39% 51% 10% CAN 18-34 48% 35% 17% CAN 35-50 45% 42% 13% CAN 51-69 38% 49% 13%

Base: USA+CAN n=412; USA n=169; Canada n=243; USA Men n=138; USA Women n=26; CAN Men n=177; CAN Women n=62; USA 18‐34 n=50; USA 35‐50 n=52; USA 51‐69 n=67; CAN 18‐34 n=82; CAN 35‐50 n=92; CAN 51‐69 n=69

39 Section Four Visiting Montréal’s Gay Village Welcoming LGBT Travelers 2016

How would you rate your most recent visit to Montréal’s Gay Village or Gay Neighborhood?

Rating the Last Visit Montréal’s Gay Village: For those visiting Montréal’s Gay Village in the past, negative ratings are nearly non‐existent. However, of slight concern, more people are likely to rate the neighborhood experience as positive rather than very positive. Men and Millennials give the neighborhhod the most positive rating.

Among those who have ever visited Montréal’s Gay Village

5 4 3 2 1 Very Positive Positive Average Negative Very Negative USA 26% 49% 23% 2% 0% CAN 28% 44% 25% 3% 1% NY, PA, MA 29% 51% 18% 2% 0% ON 29% 41% 26% 3% 1% USA+CAN Men 31% 45% 21% 2% 0% USA+CAN Women 17% 47% 34% 2% 1% USA+CAN 18‐34 34% 38% 27% 1% 0% USA+CAN 35‐50 25% 49% 24% 1% 1% USA+CAN 51‐69 25% 49% 21% 4% 0%

Base: USA n=255; CAN n=288; NY, PA, MA n=143; ON n=209; USA+CAN Men n=406; USA+CAN Women n=124; USA+CAN 18‐34 n=144; USA+CAN 35‐50 n=189; USA+CAN 51‐69 n=210

41 Welcoming LGBT Travelers 2016

How would you rate your most recent visit to Montréal’s Gay Village or Gay Neighborhood?

Rating the Last Visit Montréal’s Gay Village: Virtually no participants rated Montréal’s Gay Village negatively. The rating given by those last visiting in the past five years, compared to 6 to 10 years ago was similar. However, the rating given from those visiting in the past 5 years compared to last visiting 10 or more years ago was significantly more positive.

Among those who have ever visited Montréal’s Gay Village

5 4 3 2 1 Very Positive Positive Average Negative Very Negative

Visited 32% 45% 21% 3% 0% Past 5 years

Visited 28% 44% 27% 0% 0% 6 to 10 years Ago

Visited 12% 50% 31% 4% 2% More than 10 years

Base: USA+CAN Visited Montreal’s Gay Village in the past 5 years n=336; USA+CAN Visited Montreal’s Gay Village 6‐10 years ago n=102; USA+CAN Visited Montreal’s Gay Village more than 10 years ago n=105

42 Welcoming LGBT Travelers 2016

You indicated that your most recent trip to Montreal’s Gay Village was positive. Why did you rate the Montreal’ Gay Village positively?

The Gay Village Positive Rating: Participants were asked to write why they rated the neighborhood positively. Of the 299 writing a response, the top reason, by far, was the friendly, diverse and open people. The activities of the neighborhood, bars, restaurant, and shopping, also received positive comments.

Total Number Friendly people, acceptable, open and diverse 43% 130 Great nightlife, bars, clubs, nude strippers, etc. 18% 54 Great restaurants with a variety of dining options 15% 45 Felt safe, could be myself 13% 38 A lot to do, all kinds of activities 11% 34 Lively and fun atmosphere, a lot of energy 10% 29 Lots of shopping options 10% 29 Street closed to traffic, very walkable 8% 25 Hot people there, lots of people watching opportunities 8% 23

Other reasons (less than 5%)

Had a great time with friends French/different culture Sightseeing Fun experience Great public arts Clean Feel comfortable Very accessible Great entertainment

Base: Among those who had a Very Positive or Positive visit at the most recent tip to Montreal’s Gay Village n=299

43 Welcoming LGBT Travelers 2016

Earlier, you indicated that you rated these LGBT neighborhoods very high. In a few words or phrases, can you tell us why?

Other LGBT Neighborhoods: Below are some of the reasons competitive neighborhoods received positive ratings. They are categorized write‐in responses. Green cell for 10% or more mentioned.

New York San Los Washington Toronto Chicago London Paris City Francisco Angeles DC Historical importance / History 22% 32% ‐‐* ‐‐ ‐‐ ‐‐ 13% ‐‐ Nightlife including bars and clubs. 15% 13% 16% 26% 23% 28% 22% 14% Lots to do/see in the neighborhood. 13% 7% 17% 14% 11% 9% 8% 8% A variety of shopping opportunities. 12% 12% 11% 6% 14% 8% 13% 5% A good collection of restaurants/ food options. 11% 8% 12% 8% 15% 7% 16% 14% It's an open, acceptable, friendly and welcoming place 8% 13% 25% 17% 9% 9% 6% 11% It's safe and I can be myself in the neighborhood. 7% 9% 13% 6% 5% 6% 8% The vibe/energy/atmosphere in the neighborhood is great. ‐‐ 9% 8% 10% 8% 12% 12% 7% Visible LGBT neighborhood/big LGBT population. ‐‐ 9% 8% 9% 6% ‐‐ ‐‐ ‐‐ Trendy and beautiful neighborhood. ‐‐ 5% ‐‐ ‐‐ ‐‐ ‐‐ 9% 5% Gay "Mecca" ‐‐5%‐‐‐‐‐‐‐‐‐‐‐‐ Compact neighborhood/everything's close to each other. ‐‐ ‐‐ 10% 12%5%‐‐‐‐‐‐ Good people watching opportunities. ‐‐ ‐‐ ‐‐ 6% 13% ‐‐ 10% 7% Close to theaters, lots of culture ‐‐ ‐‐ ‐‐ ‐‐ ‐‐ 10% ‐‐ ‐‐

*‐‐: Less than 5% Philadelphia and Madrid base low.

Base: Those who rated the neighborhood very high: New York City n=317; San Francisco n=274; Toronto n=167; Chicago n=154; Los Angeles n=118; London n=118; Paris n=116; Washington DC n=110

44 Welcoming LGBT Travelers 2016

Please answer this question based on your experience or perceptions, regardless if you have been to Montréal or not. To what extent do you agree or disagree with these statements about Montréal’s Gay Village? Montréal’s Gay Village is ______.

Full Results Among USA+CAN Visitors in the past 10 years See following slides for analysis.

Completely Agree Somewhat Agree Somewhat Disagree Completely Disagree No Opinion Men 40% 43% 4% 2% 12% Fun Women 29% 37% 4% 0% 30% Men 32% 46% 8% 2% 12% Friendly Women 25% 35% 8% 1% 31% Men 28% 42% 10% 3% 18% Sexy Women 13% 33% 8% 2% 44% Men 26% 45% 12% 2% 16% Diverse Women 20% 37% 9% 2% 33% Men 22% 49% 11% 1% 17% Artistic Women 23% 43% 2% 2% 30% Different Men 21% 47% 12% 2% 17% (Culturally) Women 18% 35% 12% 2% 34% Men 11% 47% 21% 2% 18% Relaxing Women 16% 35% 9% 3% 37% Men 10% 36% 28% 5% 21% Romantic Women 10% 33% 16% 2% 39% Men 6% 38% 33% 5% 18% Inexpensive Women 2% 25% 29% 6% 38% Men 4% 34% 36% 8% 18% Crowded Women 5% 25% 27% 4% 40% Men 3% 19% 35% 26% 17% Unclean Women 0% 13% 23% 25% 38% Men 1% 5% 31% 46% 17% Dangerous Women 0% 5% 24% 34% 37%

Base: USA+CAN Male Visitors in the past 10 years n=396; USA+CAN Female Visitors in the past 10 years n=164

45 Welcoming LGBT Travelers 2016

Please answer this question based on your experience or perceptions, regardless if you have been to Montréal or not. To what extent do you agree or disagree with these statements about Montréal’s Gay Village? Montréal’s Gay Village is ______.

Visitor Positive Words: Men and women see the Gay Village similarly. However, a higher percentage of men than women are likely to use positive words. Men are also much more likely to use the word sexy.

Among Gay & Bisexual Men in USA and Canada Among Lesbian & Bisexual Women in USA and Canada

*More than 20% of the respondents checked “completely agree” with the words above.

Base: USA+CAN Male Visitors in the past 10 years n=396; USA+CAN Female Visitors in the past 10 years n=164

46 Welcoming LGBT Travelers 2016

Please answer this question based on your experience or perceptions, regardless if you have been to Montréal or not. To what extent do you agree or disagree with these statements about Montréal’s Gay Village? Montréal’s Gay Village is ______.

Visitor Negative Words: Few participants indicated that the Gay Village was crowded, unclean or dangerous. Women were far more likley than men to indicate that they had no opinion about the Gay Village.

Among USA+CAN Visitors in the past 10 years • Full Results

Completely Agree Somewhat Agree Somewhat Disagree Completely Disagree No Opinion

Men 4% 34% 36% 8% 18% Crowded Women 5% 25% 27% 4% 40%

Men 3% 19% 35% 26% 17% Unclean Women 0% 13% 23% 25% 38%

Men 1% 5% 31% 46% 17% Dangerous Women 0% 5% 24% 34% 37%

Base: USA+CAN Male Visitors in the past 10 years n=396; USA+CAN Female Visitors in the past 10 years n=164

47 Welcoming LGBT Travelers 2016

Here are attractions in Montréal’s Gay Village. On a 3‐point scale, please tell us if the statement makes you more or less interested in visiting (3‐ highly increase my interest to visit to 1‐ does not increase my interest to visit). Question Analysis: See next five slides for details

The top motivators for Montréal visitors in the past 10 years were: • The Gay Village’s main street (12 blocks long) is now pedestrian‐only during summertime. • The Gay Village is located near the downtown area, easily accessible by metro. • The Village’s streetscape has been redesigned with over 60 outdoor eating and drinking terraces. • The Gay Village has over 65 restaurants. • The average cost of drinks and food is way less expensive than in the USA. • The Gay Village has over 23 LGBT bars and nightclubs. • Also for women, lesbian/queer women dedicated parties and events are offered in the Montréal Gay Village. The top motivators for non‐Montréal visitors in the past 10 years were: • The average cost of drinks and food is way less expensive than in the USA. • The Gay Village is located near the downtown area, easily accessible by metro. • The Gay Village’s main street (12 blocks long) is now pedestrian‐only during summertime. • The Village’s streetscape has been redesigned with over 60 outdoor eating and drinking terraces. • The Gay Village has over 65 restaurants. • Also for women, lesbian/queer women dedicated parties and events are offered in the Montréal Gay Village.

Research Observations • Pedestrian improvements, streetscape improvements, bars, and restaurants were the top motivators. • For non‐visitors, value was the top motivator and an important motivator for recent visitors. • When evaluating by high interest there were clear differences between attractions. When evaluating for at least some interest, nearly all of the Gay Village’s attractions were motivating. • Millennials scored nightlife, WiFi, Pink Balls, easy access by metro good looking locals and cost of food and drinks higher than older generations. Baby Boomers scored shopping higher than younger generations.

48 Welcoming LGBT Travelers 2016

Here are attractions in Montréal’s Gay Village. On a 3‐point scale, Please tell us if the statement makes you more or less interested in visiting. (3‐ highly increase my interest to visit to 1‐ does not increase my interest to visit)

Visitors in the Past 5 Years Interest to Village Attractions Percentage indicating 3‐ Highly increases my interest to visit of USA+CAN visitors in the past 5 years

Age Age Age Men Women 18‐34 35‐50 51‐69 67% 67% 67% 69% 65% The Gay Village’s main street (12 blocks long) is now pedestrian‐only during summertime.

69% 70% 75% 69% 60% The Gay Village is located near the downtown area, easily accessible by metro. The Village’s streetscape has been redesigned with over 60 outdoor eating and drinking 66% 68% 63% 74% 61% terraces. 61% 59% 57% 66% 58% The Gay Village has over 65 restaurants. 55% 58% 69% 53% 40% The average cost of drinks and food is way less expensive than in the USA. 56% 48% 64% 48% 46% The Gay Village has over 23 LGBT bars and nightclubs. 50% 50% 56% 50% 41% There is free wifi accessible everywhere for the Gay Village’s main streets. 51% 31% 50% 50% 30% Montréal is known for its good‐looking locals. 48% 41% 46% 45% 48% Montréal is known for its different culture and French speaking locals. 43% 50% 49% 44% 43% The neighborhood has invested in an impressive number of outdoor art installations. 44% 40% 39% 42% 50% The Village offers a wide variety of shopping; clothes, home décor, galleries, and more. 42% 46% 45% 43% 42% Every summer the Village hosts AIRES LIBRES, a contemporary outdoor public art exhibition. “PINK BALLS” is the Village’s renowned urban art project with 170,000 balls hanging over 12 34% 40% 42% 34% 30% blocks which defines the LGBT space. 35% ‐‐ 40% 33% 30% The Gay Village has 3 all nude male strip clubs and 3 saunas/bathhouses dedicated to gay men. ‐‐ 75% 79% 73% 68% Lesbian/queer women dedicated parties and events are offered in the Montréal Gay Village. Base: USA+CAN Male Visitors in the past 5 years n=295; USA+CAN Female Visitors in the past 5 years n=122; USA+CAN 18‐34 Visitors in the past 5 years n=172; USA+CAN 35‐50 Visitors in the past 5 years n=141; USA+CAN 51‐69 Visitors in the past 5 years n=111

49 Welcoming LGBT Travelers 2016

Here are attractions in Montréal’s Gay Village. On a 3‐point scale, Please tell us if the statement makes you more or less interested in visiting. (3‐ highly increase my interest to visit to 1‐ does not increase my interest to visit)

Visitors in Past 5 Years Interest to Village Attractions

Percentage indicating 3‐ Highly increases my interest Percentage indicating “Yes they were aware” among those to visit of USA+CAN Visitors in the past 5 years who chose 3 – highly increases my interest to visit

69% The Gay Village is located near the downtown area, easily accessible by metro. 80% 67% The Gay Village’s main street (12 blocks long) is now pedestrian‐only during summertime. 46% 66% The Village’s streetscape has been redesigned with over 60 outdoor eating and drinking terraces. 36% 60% The Gay Village has over 65 restaurants. 34% 56% The average cost of drinks and food is way less expensive than in the USA. 46% 54% The Gay Village has over 23 LGBT bars and nightclubs. 44% 50% There is free wifi accessible everywhere for the Gay Village’s main streets. 17% 46% Montreal is known for its different culture and French speaking locals. 93% 46% The neighborhood has invested in an impressive number of outdoor art installations. 47% 45% Montreal is known for its good‐looking locals. 78% 44% Every summer the Village hosts AIRES LIBRES, a contemporary outdoor public art exhibition. 27% 43% The Village offers a wide variety of shopping; clothes, home décor, galleries, and more. 72% 36% “PINK BALLS” is the Village’s renowned urban art project with 170,000 balls hanging over 12 blocks which defines the LGBT space. 48% Lesbian/queer women dedicated parties and events are offered in the Montreal Gay Village. 75% 39% (Among lesbian & bisexual women) The Gay Village has 3 all nude male strip clubs and 3 saunas/bathhouses dedicated to gay men. 35% 77% (Among gay & bisexual men)

Base: USA+CAN Montreal Visitors in the past 5 years n=424

50 Welcoming LGBT Travelers 2016

Here are attractions in Montréal’s Gay Village. On a 3‐point scale, Please tell us if the statement makes you more or less interested in visiting. (3‐ highly increase my interest to visit to 1‐ does not increase my interest to visit)

Visitors in the Past 5 Years Interest to Village Attractions Percentage indicating 3‐ Highly increases OR 2‐ Somewhat increases my interest to visit of USA+CAN visitors in the past 5 years

All USA + Canada Participants

94% The Gay Village is located near the downtown area, easily accessible by metro. 94% The Gay Village’s main street (12 blocks long) is now pedestrian‐only during summertime. 94% The Village’s streetscape has been redesigned with over 60 outdoor eating and drinking terraces. 91% The Gay Village has over 65 restaurants. 90% The neighborhood has invested in an impressive number of outdoor art installations. 89% The average cost of drinks and food is way less expensive than in the USA. 84% The Village offers a wide variety of shopping; clothes, home décor, galleries, and more. 83% The Gay Village has over 23 LGBT bars and nightclubs. 83% Every summer the Village hosts AIRES LIBRES, a contemporary outdoor public art exhibition. 79% There is free wifi accessible everywhere for the Gay Village’s main streets. 79% Montreal is known for its good‐looking locals. 79% “PINK BALLS” is the Village’s renowned urban art project with 170,000 balls hanging over 12 blocks which defines the LGBT space. 78% Montreal is known for its different culture and French speaking locals. 93% Lesbian/queer women dedicated parties and events are offered in the Montreal Gay Village. (Among lesbian & bisexual women) 66% The Gay Village has 3 all nude male strip clubs and 3 saunas/bathhouses dedicated to gay men. (Among gay & bisexual men)

Base: USA+CAN Montreal Visitors in the past 5 years n=424

51 Welcoming LGBT Travelers 2016

Here are attractions in Montréal’s Gay Village. On a 3‐point scale, Please tell us if the statement makes you more or less interested in visiting. (3‐ highly increase my interest to visit to 1‐ does not increase my interest to visit)

Comparison: Visitors in the Past 10 Years Interest to Village Attractions Percentage indicating 3‐ Highly increases my interest to visit of USA+CAN visitors in the past 10 years

Age Age Age Men Women 18‐34 35‐50 51‐69 66% 62% 66% 66% 62% The Gay Village’s main street (12 blocks long) is now pedestrian‐only during summertime.

65% 68% 74% 65% 56% The Gay Village is located near the downtown area, easily accessible by metro. The Village’s streetscape has been redesigned with over 60 outdoor eating and drinking 63% 64% 62% 70% 57% terraces. 58% 60% 56% 67% 53% The Gay Village has over 65 restaurants. 54% 60% 68% 54% 43% The average cost of drinks and food is way less expensive than in the USA. 53% 45% 59% 47% 44% The Gay Village has over 23 LGBT bars and nightclubs. 49% 46% 53% 48% 42% There is free wifi accessible everywhere for the Gay Village’s main streets. 47% 29% 45% 46% 29% Montréal is known for its good‐looking locals. 45% 42% 46% 42% 44% Montréal is known for its different culture and French speaking locals. 43% 50% 49% 43% 44% The neighborhood has invested in an impressive number of outdoor art installations. 41% 42% 38% 43% 44% The Village offers a wide variety of shopping; clothes, home décor, galleries, and more. 41% 46% 44% 43% 41% Every summer the Village hosts AIRES LIBRES, a contemporary outdoor public art exhibition. “PINK BALLS” is the Village’s renowned urban art project with 170,000 balls hanging over 12 31% 39% 40% 32% 28% blocks which defines the LGBT space. 34% ‐‐ 36% 33% 34% The Gay Village has 3 all nude male strip clubs and 3 saunas/bathhouses dedicated to gay men. ‐‐ 73% 82% 67% 66% Lesbian/queer women dedicated parties and events are offered in the Montréal Gay Village.

Base: USA+CAN Male Visitors in the past 10 years n=396; USA+CAN Female Visitors in the past 10 years n=164; USA+CAN 18‐34 Visitors in the past 10 years n=211; USA+CAN 35‐50 Visitors in the past 10 years n=191; USA+CAN 51‐69 Visitors in the past 10 years n=174

52 Welcoming LGBT Travelers 2016

Here are attractions in Montréal’s Gay Village. On a 3‐point scale, Please tell us if the statement makes you more or less interested in visiting. (3‐ highly increase my interest to visit to 1‐ does not increase my interest to visit)

Visitors in Past 10 Years Interest to Village Attractions Percentage indicating 3‐ Highly or 2‐ Somewhat increases my interest to visit of USA+CAN visitors in the past 10 years

Age Age Age Men Women 18‐34 35‐50 51‐69 93% 92% 95% 92% 92% The Gay Village’s main street (12 blocks long) is now pedestrian‐only during summertime.

93% 91% 95% 91% 92% The Gay Village is located near the downtown area, easily accessible by metro. The Village’s streetscape has been redesigned with over 60 outdoor eating and drinking 94% 93% 93% 95% 92% terraces. 91% 88% 89% 90% 91% The Gay Village has over 65 restaurants. 88% 91% 92% 92% 82% The average cost of drinks and food is way less expensive than in the USA. 85% 73% 85% 80% 77% The Gay Village has over 23 LGBT bars and nightclubs. 76% 80% 84% 76% 71% There is free wifi accessible everywhere for the Gay Village’s main streets. 85% 60% 78% 78% 74% Montréal is known for its good‐looking locals. 78% 75% 77% 78% 77% Montréal is known for its different culture and French speaking locals. 87% 88% 87% 90% 85% The neighborhood has invested in an impressive number of outdoor art installations. 85% 77% 75% 86% 87% The Village offers a wide variety of shopping; clothes, home décor, galleries, and more. 80% 87% 79% 86% 81% Every summer the Village hosts AIRES LIBRES, a contemporary outdoor public art exhibition. “PINK BALLS” is the Village’s renowned urban art project with 170,000 balls hanging over 12 75% 79% 82% 76% 69% blocks which defines the LGBT space. 66% ‐‐ 65% 64% 67% The Gay Village has 3 all nude male strip clubs and 3 saunas/bathhouses dedicated to gay men. ‐‐ 92% 97% 87% 88% Lesbian/queer women dedicated parties and events are offered in the Montréal Gay Village. Base: USA+CAN Male Visitors in the past 10 years n=396; USA+CAN Female Visitors in the past 10 years n=164; USA+CAN 18‐34 Visitors in the past 10 years n=211; USA+CAN 35‐50 Visitors in the past 10 years n=191; USA+CAN 51‐69 Visitors in the past 10 years n=174

53 Welcoming LGBT Travelers 2016

You indicated that these aspects of the Gay Village were most motivating to visit. Were you aware of these attractions of Montréal’s Gay Village before the survey?

Awareness of Attractions: Of Montréal visitors over the past 10 years, awareness level of these attractions was a mixed result, especially for some of the recent neighborhood redesign efforts in the past five years.

Among USA+CAN Visitors Yes! They were aware; percentage in the past 10 years Women Men Among those who chose 3‐highly increase my interest to visit in the last question

87% 93% Montréal is known for its different culture and French speaking locals.

57% 83% The Gay Village is located near the downtown area, easily accessible by metro. 62% 81% Montréal is known for its good‐looking locals. 58% 73% The Village offers a wide variety of shopping; clothes, home décor, galleries, and more. ‐‐ 70% The Gay Village has 3 all nude male strip clubs and 3 saunas/bathhouses dedicated to gay men. 32% 47% The Gay Village has over 23 LGBT bars and nightclubs. 36% 46% The average cost of drinks and food is way less expensive than in the USA. 28% 45% The Gay Village’s main street (12 blocks long) is now pedestrian‐only during summertime. “PINK BALLS” is the Village’s renowned urban art project with 170,000 balls hanging over 12 blocks which defines the 33% 43% LGBT space. 40% 38% The neighborhood has invested in an impressive number of outdoor art installations. 25% 36% The Gay Village has over 65 restaurants. 23% 35% The Village’s streetscape has been redesigned with over 60 outdoor eating and drinking terraces. 21% 26% Every summer the Village hosts AIRES LIBRES, a contemporary outdoor public art exhibition. 12% 16% There is free wifi accessible everywhere for the Gay Village’s main streets. 33% ‐‐ Lesbian/queer women dedicated parties and events are offered in the Montréal Gay Village. Base: Varies

54 Welcoming LGBT Travelers 2016

On your last visit to Montréal’s Gay Village, was the main Village street closed to cars / all pedestrian street?

Closed to Cars: About a quarter of Montréal’s visitors over the past five years did not know, or did not visit at a time when the main Village street were closed to cars. Expanded education about this pedestrian attraction may be needed.

Montréal Visitors Past 5 years Yes 44% No 33% Not sure 23%

Base: Among those who have visited Montreal Gay Village : USA n=255; Canada n=288; NY, PA, MA n=143; ON n=209; Visitors in the past 5 years n=371

55 Welcoming LGBT Travelers 2016

If you were planning a trip to Montréal, how far in advance would you likely plan the trip?

Planning a Trip: Few planned a trip to Montréal less than 2 weeks in advance or more than 6 months in advance. The optimal time frame is dependent on distance from Montréal. For the Northeast USA, 8 to 10 weeks in advance was optimal. For Ontario, 4 to 6 weeks in advance was optimal.

USA USA CAN CAN NY, PA, USA USA USA ON Men Women Men Women MA 18‐34 35‐50 51‐69 Less than two weeks in advance 3% 1% 10% 9% 2% 14% 1% 3% 2%

2 to 4 weeks in advance 13% 6% 22% 24% 14% 31% 9% 11% 11%

1 to 2 months in advance 32% 27% 33% 32% 31% 34% 36% 26% 27%

3 to 6 months in advance 37% 42% 25% 24% 36% 15% 40% 39% 37%

More than 6 months in advance 12% 19% 6% 10% 12% 4% 12% 17% 16%

Not likely to ever visit Montréal 3% 5% 5% 1% 3% 3% 1% 5% 8%

Base: USA Men n=687; USA Women n=369; CAN Men n=300; CAN Women n=170; NY, PA, MA n=496; ON n=307; USA 18‐34 n= 404; USA 35‐50 n=349; USA 51‐69 n=347

56 Welcoming LGBT Travelers 2016

In what months would you consider a trip to Montréal? Mark all months you would consider a visit to Montréal.

Months Interested in a Montréal Visit: Preferred travel is relatively equal May through September, with some interest in April and October. Very few have interest in travel during the five‐month winter season. Similar to the previous question, few indicated they would, “not consider a trip to Montréal.”

USA CAN NY, PA, MA ON January 1% 3% 2% 3% February 2% 2% 2% 3% March 7% 5% 7% 5% April 24% 20% 25% 18% May 51% 45% 53% 43% June 65% 56% 64% 54% July 66% 57% 66% 58% August 64% 56% 63% 57% September 53% 48% 52% 45% October 29% 28% 29% 28% November 6% 7% 7% 7% December 3% 6% 3% 6% All months of the year 16% 24% 18% 29% I would not consider a trip to Montréal 4% 2% 3% 3%

Base: USA n=1,100; CAN n=486; NY, PA, MA n=496; ON n=307

57 Section Five Non- Visitors to Montréal’s Gay Village Welcoming LGBT Travelers 2016

Which were your reasons for not visiting Montréal in the past ten years? Please mark all that apply.

Reasons for not Visiting Montréal: Of participants not visiting Montréal in the past ten years, there appeared to be a lack of information about the destination. Of all USA residents, 65% indicated at least one of the “education” responses noted in red. Few participants considered Montréal LGBT to be unfriendly.

Among Those who didn’t visit Montréal in the past ten years.

USA USA USA USA USA NY, PA, MA ON Men Women 18‐34 35‐50 51‐69 Other destinations interest me more 49% 47% 42% 54% 50% 48% 42% Too far away 25% 32% 37% 27% 18% 26% 23% I need more information about what to do 23% 18% 27% 24% 10% 23% 11% I have not heard much about Montréal 20% 26% 30% 17% 18% 21% 7% in the past five years Too expensive 13% 20% 22% 17% 8% 15% 26% I might not be welcomed as an 13% 13% 13% 14% 11% 13% 29% English‐only speaking person I have been there, no reason to return5%5%3%5%6%6%10%

I did not travel at all during these past 10 years 4% 3% 3% 4% 5% 3% 7%

Visited before and did not have a good time 1% 0% 0% 1% 0% 1% 3% Montréal is not as popular as it used to be1%0%1%0%1%1%0% Not LGBT friendly 0%0%1%0%0%1%1% Other 18% 16% 15% 13% 22% 20% 15%

Base: USA Men n=493; USA Women n=307; USA 18‐34 n= 314; USA 35‐50 n=271; USA 51‐69 n=250; NY, PA, MA n=346; ON n=73

59 Welcoming LGBT Travelers 2016

Did you know that Montréal has a Gay Village? (Among non‐visitors in past 10 years)

Non‐visitor Awareness: Among those who have not visited Montréal in the past 10 years, most United States LGBT non‐ visitor participants, especially lesbians, were not aware that Montréal even had a gay village.

Among those who didn’t visit Montréal’s Gay Village in the past ten years, for any reason. YES NO Not Sure

USA Men 40% 51% 9%

USA Women 19% 76% 6% Yes! NY, PA, MA 35% 56% 9%

ON 60% 34% 7%

Base: USA Men n=550; USA Women n=343; NY, PA, MA n=395; ON n=121

60 Welcoming LGBT Travelers 2016

You said that you visited Montréal in the past ten years, but did not visit Montréal’s Gay Village. Please tell us why you did not visit. Please mark all that apply.

Why Montréal LGBT Visitors did not Visit the Gay Village: Of the 610 Montréal visitors in the past 10 years, 77% had visited the neighborhood on at least one trip during that time. This leaves a small number of LGBT Montréal visitors not visiting the Gay Village at some point. Of the 133 Montréal’s LGBT visitors in the past ten years that did not visit the Gay Village, just over half of those indicated that they did not know that the Gay Village existed. The rest indicated that they did not have enough time or were on . Very few indicated that they had no interest in the neighborhood.

Did not know the LGBT neighborhood existed 55%

Not enough time 32%

In Montreal for business only 20%

Not interested in nightlife 10%

No interest in LGBT neighborhoods in general 6%

Not safe 1%

Other: Please share more info below 18%

Base: Among those who visited Montreal in the past ten years but didn’t visit Montreal’s Gay Village n= 133 of 471 visitors in past 10 years.

61 Welcoming LGBT Travelers 2016

Please answer this question based on your experience or perceptions, regardless if you have been to Montréal or not. To what extent do you agree or disagree with these statements about Montréal’s Gay Village? Montréal’s Gay Village is ______.

Non‐visitor Descriptors: Not surprisingly, most non‐visitors have no opinion of the neighborhood, which may be an indication that they do not hear much about the Village. Non‐Visitors in the past 10 years

Completely Agree Somewhat Agree Somewhat Disagree Completely Disagree No Opinion Men 11% 27% 2% 0% 59% Fun Women 10% 23% 1% 1% 66% Men 8% 25% 6% 1% 60% Friendly Women 7% 20% 3% 1% 69% Men 8% 20% 5% 1% 66% Sexy Women 3% 14% 5% 1% 77% Men 7% 23% 6% 1% 63% Diverse Women 5% 22% 4% 1% 69% Men 9% 27% 2% 0% 62% Artistic Women 8% 23% 1% 1% 67% Different Men 11% 26% 6% 1% 57% (Culturally) Women 8% 25% 3% 0% 64% Men 4% 19% 9% 1% 66% Relaxing Women 3% 17% 5% 1% 74% Men 5% 24% 5% 1% 64% Romantic Women 5% 19% 3% 0% 72% Men 1% 8% 17% 7% 66% Inexpensive Women 1% 3% 15% 5% 77% Men 3% 15% 11% 1% 71% Crowded Women 2% 13% 6% 1% 78% Men 1% 3% 14% 12% 69% Unclean Women 1% 2% 11% 9% 77% Men 1% 4% 15% 13% 67% Dangerous Women 1% 2% 13% 10% 75% Base: USA+CAN Male Non‐ Visitors in the past 10 years n=591; USA+CAN Female Non‐Visitors in the past 10 years n=375

62 Welcoming LGBT Travelers 2016

You indicated that these aspects of the Gay Village were most motivating to visit. Were you aware of these attractions of Montréal’s Gay Village before the survey?

Non‐visitors in the Past 10 Years Interest to Village Attractions Percentage indicating 3‐ Highly increases my interest to visit of USA+CAN Visitors in the past 10 years

Age Age Age Men Women 18‐34 35‐50 51‐69 56% 57% 71% 55% 38% The average cost of drinks and food is way less expensive than in the USA.

51% 48% 61% 51% 35% The Gay Village is located near the downtown area, easily accessible by metro.

48% 50% 56% 47% 40% The Gay Village’s main street (12 blocks long) is now pedestrian‐only during summertime. The Village’s streetscape has been redesigned with over 60 outdoor eating and drinking 48% 43% 51% 46% 40% terraces. 47% 44% 50% 46% 41% The Gay Village has over 65 restaurants. 39% 37% 53% 35% 23% There is free wifi accessible everywhere for the Gay Village’s main streets. 39% 34% 49% 36% 21% The Gay Village has over 23 LGBT bars and nightclubs. 34% 16% 36% 23% 18% Montréal is known for its good‐looking locals. 35% 36% 42% 30% 33% The neighborhood has invested in an impressive number of outdoor art installations. 33% 31% 38% 31% 27% The Village offers a wide variety of shopping; clothes, home décor, galleries, and more. 29% 34% 34% 31% 29% Every summer the Village hosts AIRES LIBRES, a contemporary outdoor public art exhibition. 25% 24% 30% 22% 20% Montréal is known for its different culture and French speaking locals. “PINK BALLS” is the Village’s renowned urban art project with 170,000 balls hanging over 12 23% 23% 31% 19% 19% blocks which defines the LGBT space. 31% ‐‐ 36% 36% 19% The Gay Village has 3 all nude male strip clubs and 3 saunas/bathhouses dedicated to gay men. ‐‐ 53% 68% 50% 39% Lesbian/queer women dedicated parties and events are offered in the Montréal Gay Village.

Base: USA+CAN Male Non‐Visitors in the past 10 years n=591; USA+CAN Female Non‐Visitors in the past 10 years n=375; USA+CAN 18‐34 Non‐Visitors in the past 10 years n=389; USA+CAN 35‐50 Non‐Visitors in the past 10 years n=323; USA+CAN 51‐69 Non‐Visitors in the past 10 years n=298 63 Welcoming LGBT Travelers 2016

You indicated that these aspects of the Gay Village were most motivating to visit. Were you aware of these attractions of Montréal’s Gay Village before the survey?

Non‐visitors in the Past 10 Years Interest to Village Attractions Percentage indicating 3‐ Highly & 2‐ Somewhat increases my interest to visit of USA+CAN Visitors in the past 10 years

Age Age Age Men Women 18‐34 35‐50 51‐69 86% 87% 92% 87% 79% The average cost of drinks and food is way less expensive than in the USA.

86% 87% 91% 86% 82% The Gay Village is located near the downtown area, easily accessible by metro.

87% 86% 90% 86% 82% The Gay Village’s main street (12 blocks long) is now pedestrian‐only during summertime. The Village’s streetscape has been redesigned with over 60 outdoor eating and drinking 86% 86% 89% 87% 80% terraces. 85% 87% 88% 84% 84% The Gay Village has over 65 restaurants. 72% 75% 82% 70% 66% There is free wifi accessible everywhere for the Gay Village’s main streets. 74% 67% 79% 71% 62% The Gay Village has over 23 LGBT bars and nightclubs. 69% 39% 66% 53% 51% Montréal is known for its good‐looking locals. 76% 83% 84% 77% 74% The neighborhood has invested in an impressive number of outdoor art installations. 75% 77% 78% 73% 74% The Village offers a wide variety of shopping; clothes, home décor, galleries, and more. 70% 78% 78% 72% 70% Every summer the Village hosts AIRES LIBRES, a contemporary outdoor public art exhibition. 62% 61% 67% 60% 58% Montréal is known for its different culture and French speaking locals. “PINK BALLS” is the Village’s renowned urban art project with 170,000 balls hanging over 12 61% 69% 70% 63% 59% blocks which defines the LGBT space. 57% ‐‐ 61% 56% 53% The Gay Village has 3 all nude male strip clubs and 3 saunas/bathhouses dedicated to gay men. ‐‐ 86% 89% 83% 84% Lesbian/queer women dedicated parties and events are offered in the Montréal Gay Village.

Base: USA+CAN Male Non‐Visitors in the past 10 years n=591; USA+CAN Female Non‐Visitors in the past 10 years n=375; USA+CAN 18‐34 Non‐Visitors in the past 10 years n=389; USA+CAN 35‐50 Non‐Visitors in the past 10 years n=323; USA+CAN 51‐69 Non‐Visitors in the past 10 years n=298 64 Welcoming LGBT Travelers 2016

You indicated that these aspects of the Gay Village were most motivating to visit. Were you aware of these attractions of Montréal’s Gay Village before the survey?

Awareness of Attractions: Of those who were motivated by specific attractions, the awareness level was very low for non‐visitors in the past ten years indicating that messages about the neighborhood’s redesigned streetscape has not reached the non‐visitor. Not aware percentage

Not aware percentage includes those that answered not aware and not sure Men Women

Montréal is known for its different culture and French speaking locals. 39% 51%

The Gay Village is located near the downtown area, easily accessible by metro. 80% 89% Montréal is known for its good‐looking locals. 74% 82% The Village offers a wide variety of shopping; clothes, home décor, galleries, and more. 81% 88% The Gay Village has 3 all nude male strip clubs and 3 saunas/bathhouses dedicated to gay men. 89% ‐‐ The Gay Village has over 23 LGBT bars and nightclubs. 91% 96% The average cost of drinks and food is way less expensive than in the USA. 89% 94% The Gay Village’s main street (12 blocks long) is now pedestrian‐only during summertime. 97% 99% “PINK BALLS” is the Village’s renowned urban art project with 170,000 balls hanging over 12 blocks which defines the LGBT 97% 99% space. The neighborhood has invested in an impressive number of outdoor art installations. 94% 96% The Gay Village has over 65 restaurants. 95% 97% The Village’s streetscape has been redesigned with over 60 outdoor eating and drinking terraces. 97% 99% Every summer the Village hosts AIRES LIBRES, a contemporary outdoor public art exhibition. 96% 98% There is free wifi accessible everywhere for the Gay Village’s main streets. 98% 100% Lesbian/queer women dedicated parties and events are offered in the Montréal Gay Village. ‐‐ 95%

Base: Varies. Among USA+CAN Non‐Visitors in the past 10 years Not aware percentage Among those who chose 3‐highly increase my interest to visit in the last question

65 Section Six LGBT Media And Events Welcoming LGBT Travelers 2016

How often do you read local or regional LGBT newspapers in your hometown?

Local LGBT Newspapers: Local LGBT newspapers reach about a quarter of the LGBT participants on a monthly basis. Among Montréal visitors in the past five years, 26% indicated viewing an LGBT paper monthly. Rates are higher in the United States, most likely because Toronto recently lost an important print publication. In no geographic region does weekly readership exceed 15%. Overall, Baby Boomer LGBTs have the highest readership rates. Millennial monthly readership rates are quite low.

Visitor in the USA Canada NY, PA, MA IL, MI, OH ON past 5 years Weekly 13% 7% 15% 12% 8% 13% Monthly 14% 10% 12% 16% 9% 13% A few times a year 42% 42% 42% 45% 42% 43% Never 30% 41% 31% 26% 41% 31%

USA+CAN USA+CAN USA+CAN USA+CAN USA+CAN Men Women 18‐34 35‐50 51‐69 Weekly 12% 10% 7% 9% 20% Monthly 14% 12% 10% 16% 14% A few times a year 41% 46% 42% 43% 42% Never 34% 32% 41% 33% 24%

Base: USA n=1,100; Canada n=486; NY, PA, MA n=496; IL, MI, OH n=273; ON n=307; Visitors in the past 5 years n=448 Base: USA+CAN Men n=987; USA+CAN Women n=539; USA+CAN 18‐34 n=600; USA+CAN 35‐50 n=514; USA+CAN 51‐69 n=472

67 Welcoming LGBT Travelers 2016

When was the most recent time you attended the Pride festival in your hometown?

Pride Events: Local Pride events remain popular across all demographic categories. Millennials and Montréal visitors in the past five years had some of the highest attendance rates.

Visitor in the USA Canada NY, PA, MA IL, MI, OH ON past 5 years Within the last year 46% 56% 49% 47% 56% 56% 1 to 2 years ago 19% 17% 19% 22% 17% 20% 3 to 4 years ago 10% 8% 8% 10% 6% 8% 5 or more years ago 10% 8% 10% 10% 8% 6% Never 15% 12% 14% 12% 14% 9%

USA+CAN USA+CAN USA+CAN USA+CAN USA+CAN Men Women 18‐34 35‐50 51‐69 Within the last year 50% 48% 57% 44% 44% 1 to 2 years ago 17% 20% 16% 23% 17% 3 to 4 years ago 9% 10% 6% 10% 13% 5 or more years ago 10% 9% 4% 11% 13% Never 14% 13% 17% 12% 13%

Base: USA n=1,100; Canada n=486; NY, PA, MA n=496; IL, MI, OH n=273; ON n=307; Visitors in the past 5 years n=448 Base: USA+CAN Men n=987; USA+CAN Women n=539; USA+CAN 18‐34 n=600; USA+CAN 35‐50 n=514; USA+CAN 51‐69 n=472

68 Welcoming LGBT Travelers 2016

When you attended Pride in your hometown, did you visit the festival’s exhibit booths? (If attended within the past 5 years)

Limitations of Pride Events: 75% to 80% of participants attended Pride in the past five years, and approximately 75% of those individuals visited the exhibit booths at Pride. Only about a third of these participants reported having visited a booth promoting travel. This calculates to about 20% to 25% of respondents stopped by a travel booth at a Pride event in the past five years.

Visitor in the USA Canada NY, PA, MA IL, MI, OH ON past 5 years

Yes 75% 80% 68% 78% 83% 75%

No 24% 19% 30% 21% 17% 23%

My hometown Pride does not 1% 1% 2% 1% 0% 2% have a festival

If visited the Yes 36% 33% 38% 34% 36% 41% festival’s exhibit booths, did you stop No 44% 47% 41% 46% 48% 41% by a booth promoting travel? Not Sure 20% 19% 21% 19% 16% 18%

Base: Among those who have attended in the past 5 years: USA n=827; Canada n=390; NY, PA, MA n=375; IL, MI, OH n=213; ON n=240; Visitors in the past 5 years n=379

69 Welcoming LGBT Travelers 2016

Which of the following websites or apps did you view in the past week? Please check all that apply.

LGBT Digital by Geography: Most participants reported visiting an LGBT website in the past week. Huffingtonpost Queer Voices, Queerty, Advocate, Towleroad and Out were the top weekly viewership performers. DailyXtra did well among Canadians.

LGBT News and Entertainment Websites (Viewed in Past Week)

Visitor in the USA Canada NY, PA, MA IL, MI, OH ON past 5 years Huffingtonpost.com / Gay Voices / Queer Voices 52% 45% 54% 53% 46% 54% Queerty.com 24% 19% 28% 20% 20% 25% Advocate.com 23% 18% 23% 23% 20% 24% Towleroad.com 19% 9% 23% 14% 9% 19% Out.com 18% 19% 18% 15% 20% 22% logotv.com 12% 5% 12% 12% 6% 9% JoeMyGod.com 11% 4% 14% 7% 4% 10% Afterellen.com 9% 10% 9% 13% 12% 10% Gaycities.com 9% 7% 11% 5% 8% 13% .com 7% 8% 8% 8% 9% 8% Curvemag.com 5% 4% 5% 5% 4% 5% Passportmagazine.com 2% 1% 3% 1% 1% 2% DailyXtra.com 1% 28% 2% 1% 30% 22% None of the above 27% 33% 23% 31% 31% 23%

Base: USA n=1,085; Canada n=474; NY, PA, MA n=488; IL, MI, OH n=271; ON n=298; Visitors in the past 5 years n=414

70 Welcoming LGBT Travelers 2016

Which of the following websites or apps did you view in the past week? Please check all that apply.

LGBT Digital by Gender and Generation: Differences in viewership rates are apparent by gender and generation. Afterellen and Autostraddle perform well with lesbians. Queerty trends more male and younger. Towleroad trends male. Huffingtonpost rated well across all demographics. LGBT News and Entertainment Websites (Viewed in Past Week)

USA+CAN USA+CAN USA+CAN USA+CAN USA+CAN Men Women 18‐34 35‐50 51‐69 Huffingtonpost.com / Gay Voices / Queer Voices 50% 50% 53% 47% 48% Queerty.com 31% 8% 27% 21% 19% Advocate.com 22% 20% 19% 23% 23% Towleroad.com 24% 3% 15% 17% 17% Out.com 22% 11% 17% 17% 21% logotv.com 13% 5% 15% 8% 6% JoeMyGod.com 12% 3% 5% 11% 10% Afterellen.com 1% 23% 11% 10% 6% Gaycities.com 11% 5% 9% 8% 8% Autostraddle.com 0% 19% 13% 6% 2% Curvemag.com 0% 12% 3% 5% 5% Passportmagazine.com 2% 2% 2% 2% 2% DailyXtra.com 11% 6% 9% 10% 9% None of the above 27% 32% 25% 30% 32%

Base: USA+CAN Men n=966; USA+CAN Women n=533; USA+CAN 18‐34 n=588; USA+CAN 35‐50 n=506; USA+CAN 51‐69 n=465

71 Welcoming LGBT Travelers 2016

Which of the following websites or apps did you view in the past week? Please check all that apply.

Gay Male Dating Websites and Apps: Gay male dating websites and apps are increasingly popular. Weekly viewership of these dating apps are now higher than most traditional LGBT websites. Viewership does trend younger, but a surprisingly large number of Baby Boomers can also be found on the apps. Of note, some of the highest viewership rates are among male visitors to Montréal.

Gay and Bisexual Men’s Dating Websites Weekly Viewership

Male USA Canada NY, PA, MA IL, MI, OH ON Visitors USA+CAN USA+CAN USA+CAN Men Men Men Men Men in the past Men 18‐34 Men 35‐50 Men 51‐69 5 years

Grindr 38% 45% 39% 35% 43% 47% 54% 41% 24%

Scruff 28% 32% 28% 26% 33% 35% 31% 38% 18%

Adam4Adam 21% 9% 20% 23% 11% 14% 13% 19% 21%

Manhunt 13% 12% 13% 15% 10% 12% 7% 15% 18%

Squirt 6% 31% 5% 10% 32% 18% 9% 14% 20%

Gay.com 4% 7% 3% 5% 7% 5% 3% 5% 7%

None of the above 41% 34% 42% 38% 32% 36% 33% 36% 47% In addition, 6% of all USA+Canada men wrote‐in Growler, 2% wrote in Jack’d, 2% wrote in OKCupid

Base: USA Men n=656; Canada Men n=295; NY, PA, MA Men n=320; IL, MI, OH Men n=133; ON Men n=184; Male Visitors in the past 5 years n=180 Base: USA+CAN Men 18‐34 n=344; USA+CAN Men 35‐50 n=316; USA+CAN Men 51‐69 n=291

72 Welcoming LGBT Travelers 2016

Which of the following websites or apps did you view in the past week? Please check all that apply.

Lesbian Dating Websites and Apps: Weekly viewership of dating apps designed for women is still small. In addition, the dating aps most viewed by lesbians are not lesbian‐specific. The vast majority of women participating in the research indicated not using any dating app.

Lesbian and Bisexual Women’s Dating Websites Weekly Viewership

Female USA+CAN USA+CAN USA+CAN USA Canada NY, PA, MA IL, MI, OH ON Visitor in Women Women Women Women Women Women Women Women the 18‐34 35‐50 51‐69 past 5 years

OkCupid 12% 19% 12% 13% 21% 21% 25% 9% 8%

Tinder 8% 19% 7% 8% 20% 19% 24% 5% 1%

Plenty of Fish 5% 14% 3% 7% 15% 10% 12% 5% 6%

HER 5% 14% 6% 3% 15% 16% 16% 4% 1%

Wing Ma'am 1% 1% 1% 1% 2% 2% 2% 1% 0%

Wapa 0% 1% 0% 1% 2% 1% 1% 1% 0%

None of the above 79% 68% 80% 78% 66% 68% 58% 87% 85%

Base: USA Women n=339; Canada Women n=154; NY, PA, MA Women n=130; IL, MI, OH Women n=116; ON Women n=100; Female Visitors in the past 5 years n=108

73 Welcoming LGBT Travelers 2016

Which of the following websites or apps did you view in the past week? Please check all that apply.

Social Media: Nearly all participants reported some social media use. While Facebook and YouTube had the highest viewership rates, ten social media websites or apps had 20% of better weekly viewership. Of note, Montréal visitors in the past five years had high overall social media viewership rates.

Social Media Weekly Viewership

Visitors in the USA Canada NY, PA, MA IL, MI, OH ON past 5 years Facebook 87% 87% 88% 87% 88% 89% YouTube 69% 76% 70% 69% 79% 76% Instagram 46% 49% 51% 38% 48% 53% Twitter 44% 38% 43% 41% 42% 47% Tumblr 37% 31% 39% 32% 34% 37% Yelp 30% 14% 33% 26% 13% 26% Snapchat 24% 26% 24% 22% 30% 28% Trip Advisor 24% 24% 27% 18% 22% 30% Pinterest 21% 24% 20% 28% 27% 23% Google+ 18% 21% 20% 15% 22% 20% Vine 8% 5% 7% 6% 8% 8% Flickr 6% 6% 6% 6% 7% 7% FourSquare 4% 4% 4% 3% 5% 5% Picasa 2% 1% 2% 2% 1% 1% None of the above 4% 4% 3% 3% 4% 3%

Base: USA n=1,093; Canada n=482; NY, PA, MA n=492; IL, MI, OH n=272; ON n=304; Visitors in the past 5 years n=420

74 Welcoming LGBT Travelers 2016

Which of the following websites or apps did you view in the past week? Please check all that apply.

Social Media: While social media viewership does trend younger, LGBT Baby Boomers use Facebook and YouTube at high rates, as well as Trip Advisor. Lesbian use of Pinterest is quite high. Gay male use of Tumblr is quite high.

Social Media Weekly Viewership

USA+CAN USA+CAN USA+CAN USA+CAN USA+CAN Men Women 18‐34 35‐50 51‐69 Facebook 85% 91% 93% 88% 79% YouTube 70% 74% 81% 69% 60% Instagram 47% 48% 71% 43% 21% Twitter 44% 39% 53% 43% 28% Tumblr 42% 24% 50% 30% 23% Yelp 24% 27% 28% 27% 19% Snapchat 24% 27% 51% 13% 4% Trip Advisor 24% 24% 18% 23% 32% Pinterest 16% 34% 25% 23% 18% Google+ 19% 19% 14% 20% 25% Vine 8% 5% 13% 4% 2% Flickr 5% 6% 5% 6% 6% FourSquare 5% 2% 5% 4% 3% Picasa 2% 2% 1% 1% 3% None of the above 5% 3% 1% 3% 9%

Base: USA+CAN Men n=978; USA+CAN Women n=537; USA+CAN 18‐34 n=595; USA+CAN 35‐50 n=512; USA+CAN 51‐69 n=468

75 Welcoming LGBT Travelers 2016

Think again about your most recent vacation. Did any of these motivate you to choose the destination? Check any that apply.

Media Motivations: When asked about what motivated their most recent vacation, social media and editorials were more motivating than advertising. In fact, advertising in the LGBT media scored especially low.

Visitor in USA+CAN USA+CAN USA+CAN USA+CAN USA+CAN the past Men Women 18‐34 35‐50 51‐69 5 years

Return to destination previously enjoyed 54% 50% 47% 52% 60% 52%

Recommendation from friends or family 41% 41% 49% 40% 32% 48%

Saw friends posting about it in social media 17% 12% 19% 15% 10% 19%

Saw a positive travel article in the 14% 12% 12% 11% 16% 20% mainstream media (print or digital) Saw a positive travel article in the LGBT 10% 6% 7% 10% 9% 14% media (print or digital) Saw an advertisement in the mainstream 8% 6% 7% 7% 8% 8% media (print or digital) Saw an advertisement in the LGBT media 5% 3% 4% 5% 6% 8% (print or digital)

None of the above 18% 25% 21% 21% 18% 17%

Base: USA+CAN Men n=987; USA+CAN Women n=539; USA+CAN 18‐34 n=600; USA+CAN 35‐50 n=514; USA+CAN 51‐69 n=472

76 Welcoming LGBT Travelers 2016

You indicated that you saw friends posting about it in social media. On which social media platform was it posted? Please mark all that apply.

Follow‐up on Social Media Posting: Of participants that indicated seeing a friend’s post on social media, Facebook was by far the biggest social media influencer, followed by Instragram.

Among those who chose “Saw friends posting about it in social media.”

USA+CAN USA+CAN USA+CAN USA+CAN USA+CAN Men Women 18‐34 35‐50 51‐69 Facebook 94% 95% 90% 96% 98% Low Base Instagram 39% 27% 49% 28% 11% Snapchat 14% 10% 22% 7% 0% Twitter 13% 8% 11% 16% 9% YouTube 8% 5% 8% 5% 9% Trip Advisor 8% 5% 5% 8% 13% Tumblr 8% 3% 11% 3% 4% Yelp 4% 2% 4% 4% 2% Google+ 4% 5% 1% 7% 11% FourSquare 3% 0% 3% 3% 2% Pinterest 2% 3% 3% 3% 4% Vine 1% 0% 2% 1% 0% Flickr 1% 0% 2% 1% 0%

Base: Among those who chose “Saw friends posting about it in social media”: USA+CAN Men n=166; USA+CAN Women n=62; USA+CAN 18‐34 n=114; USA+CAN 35‐50 n=75; USA+CAN 51‐69 n=46

77 Welcoming LGBT Travelers 2016

On your last vacation, did you use any of these social media to share your experience with your friends and family? Please check any that apply.

Sharing on Social Media: The vast majority of LGBT participants reported some social media sharing. Facebook and Instagram dominated LGBT social media sharing while on vacation, followed by Snapchat and Twitter.

USA+CAN USA+CAN USA+CAN USA+CAN USA+CAN Visitor in the Men Women 18‐34 35‐50 51‐69 past 5 years Facebook 67% 73% 78% 75% 51% 72% Instagram 31% 31% 53% 26% 7% 36% Snapchat 13% 14% 31% 4% 1% 14% Twitter 13% 11% 19% 13% 5% 13% Trip Advisor 8% 5% 5% 7% 10% 10% Tumblr 4% 6% 9% 3% 1% 4% Yelp 4% 2% 4% 4% 2% 2% YouTube 4% 3% 4% 4% 2% 4% FourSquare 3% 1% 3% 2% 1% 2% Google+ 2% 3% 2% 4% 2% 3% Pinterest 1% 2% 2% 2% 0% 1% Flickr 1% 1% 1% 1% 1% 1% Picasa 0% 1% 0% 0% 1% 0% Vine 1% 0% 1% 0% 0% 0% I did not post on social media 25% 20% 11% 19% 43% 19%

Base: USA+CAN Men n=975; USA+CAN Women n=537; USA+CAN 18‐34 n=597; USA+CAN 35‐50 n=511; USA+CAN 51‐69 n=464

78 Section Seven French Speaking European Gay Men And Montréal Welcoming LGBT Travelers 2016

North American vs. European Gay & Bisexual Men Profile

Profile of European Men Participating in the Study: In total, 231 Europeans participated in the research. This section of the report focuses on 200 French‐speaking European gay and bisexual men (mostly from the Paris region), and compared them to the group of United States and Canadian gay and bisexual men. CMI believes this was the most useful comparison, given the numbers of Europeans participating in the research and gay men’s higher propensity for international travel. It should be noted that the European male sample was slightly younger than the North American sample, so some results may partially be a function of age.

French France Belgium Switzerland Speaking USA+ Europe Identity Canada 93% Gay 95% 87% 8% 6% 9% Bisexual Men 8% Age

Europe USA+CAN

42% Age 18 to 34 37% 36% Age 35 to 50 33% 23% Age 51 to 69 30%

Base: European Gay & Bisexual Men n=200; USA+CAN Gay & Bisexual Men n=987

80 Welcoming LGBT Travelers 2016

In the past ten years, have you visited any of these cities for vacation or leisure purposes? (Please mark all that apply.)

Montréal Visitation Among French‐speaking European Gay Men: While we would not expect European gay and bisexual men to visit Montréal as frequently as North American men, the percentage at 13% over the past ten years was quite impressive. This may indicate that French‐speaking European gay men are an important and viable market for increased outreach.

Europe USA+CAN

‐‐‐ Paris, France 26%

51% London, UK 30%

38% Madrid, Spain 11%

28% New York City, USA 65%

13% Montréal, Canada 35%

8% Toronto, Canada 34%

Base: European Gay & Bisexual Men n=200; USA+CAN Gay & Bisexual Men n=987

81 Welcoming LGBT Travelers 2016

In the past ten years, have you participated in any of these LGBT‐specific activities while on vacation? Please mark all that apply.

European Gay Men and LGBT Activities: Overall, the differences between North American and European gay men in their interest in LGBT‐specific activities while on vacation was mixed; some higher percentages and some lower percentages. There was no clear outcome and we should assume European men’s interest is about the same. Most European men have visited an LGBT neighborhood while on vacation; however, their scores were lower than North American men. Nevertheless, European men scored high on visiting LGBT bars and Pride festivals.

Europe USA+CAN What describes your interests in nightlife? Went to a LGBT bar or nightclub 76% 77% Please mark all that apply. *

Went to an LGBT Europe USA+CAN 61% 75% neighborhood / village Mello social drink out with friends 89% 81% Attended an LGBT Pride High energy dance club 40% 39% 54% 42% event while on vacation High sexual energy bars 38% 32% Other nightlife interests 29% 34% Spent a night in an LGBT‐dedicated 30% 38% hotel or guesthouse Nude dancers 26% 32% Drag queen performances 20% 42% Attended an LGBT party / dance event 27% 34% Afterhours clubs 17% 21% (other than pride and not in an LGBT bar) Karaoke bar 14% 20% None of the above 15% 13% Leather scene 9% 20%

*Among those who have been to a LGBT bar or nightclub while on vacation and those who visit LGBT bar or nightclub at least once in a typical month. Base: European Gay & Bisexual Men n=200; USA+CAN Gay & Bisexual Men n=987

82 Welcoming LGBT Travelers 2016

In the past ten years, have you visited any of these cities for vacation or leisure purposes? Please mark all that apply.

European Gay Men’s Specific Interest in LGBT Neighborhoods: Of the 120 European gay and bisexual men who had an interest in visiting LGBT neighborhoods, European gay men had a minimally decreased interest in dining in LGBT neighborhoods (especially at night), and much greater interest in LGBT bars and nightclubs. This result is most likely being partially influenced by age.

Europe USA+CAN Lunch 77% 71% Coffee or snack 75% 62% Dining Brunch 56% 66% Out Dinner 45% 83% Breakfast 40% 47%

Quick social drink at a bar or pub 92% 72% Night out (three or more hours) at 71% 60% Bars & bars or pubs in neighborhood Nightlife Go to a dance club 59% 46% Go to a sauna or bathhouse 35% 29% Go to an all nude male strip club 28% 29%

Base: European Gay & Bisexual Men n=120; USA+CAN Gay & Bisexual Men n=733

83 Welcoming LGBT Travelers 2016

In the past ten years, have you visited any of these cities for vacation or leisure purposes? Please mark all that apply.

European Gay Men’s Specific Interest in LGBT Neighborhoods: Of the 120 European gay and bisexual men who had an interest in visiting LGBT neighborhoods, European gay men had more interest in shopping for clothing and higher appreciation for seeking out public art. Otherwise, there were no significant differences between European gay men and North American gay men in seeking other types of activities in LGBT neighborhoods.

Europe USA+CAN Shop for clothing 73% 61% Shopping Shop for fun, LGBT‐specific items 44% 48% Shop for sexy items 40% 36% Shop for home goods 38% 31%

Seek out public art 58% 49% Attractions Attend an LGBT historical exhibit 47% 46% Participate in an LGBT walking tour 22% 23% Visit the LGBT Community Center building 20% 25%

Hang out / people watch / window shop 92% 87% Visit during the day 83% 81% Street Life Visit at night 71% 74% Cruise / Look for a date 35% 29%

Base: European Gay & Bisexual Men n=120; USA+CAN Gay & Bisexual Men n=733

84 Welcoming LGBT Travelers 2016

Do you agree or disagree with the following statements?

European Gay Men’s Attitudes about LGBT Neighborhoods: Overall, European gay men had a more negative attitude about LGBT neighborhoods than North American gay men. However, this may be more of an attitude toward European LGBT neighborhoods. Percentage Indicating Strongly Agree

Europe 38% vs. 57% USA+CAN LGBT neighborhoods are fun places to visit while on vacation.

Europe 29% vs. 65% USA+CAN I value LGBT neighborhoods as safe spaces for LGBT people.

Europe USA+CAN LGBT neighborhoods seem to be more for gay men. 31% 21% LGBT neighborhoods are becoming too “straight”. 24% 12% LGBT neighborhoods are popular for young LGBT people. 23% 23% In 10 years, the existing LGBT neighborhoods will no longer be LGBT‐oriented. 19% 11% LGBT neighborhoods are on the downturn in popularity. 14% 11%

Base: European Gay & Bisexual Men n=200; USA+CAN Gay & Bisexual Men n=987

85 Welcoming LGBT Travelers 2016

Which were your reasons for not visiting Montréal in the past ten years? Please mark all that apply.

Non‐visitors: Of the European gay and bisexual men not visiting Montréal in the past 10 years (N=169), the two main reasons for not visiting were that other destinations interested them more and the distance to Montréal. Among those who didn’t visit Montréal in the past 10 years

Other destinations interest me more 37%

Too far away 36%

Too expensive 15%

I need more information about what to do 10%

I have not heard much about Montreal on the past 5% five years

I have been there, no reason to return 2%

Visited before and did not have a good time 1%

Not LGBT friendly 1%

Base: European Gay & Bisexual Men n=169

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