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THE ART OF WELCOMING THE 2SLGBTQIA+ COMMUNITY

By MENU Magazine
|
June 23, 2023
|
Industry Profiles , Main Course , Your Stories

AS PRIDE 2023 COMES TO THE END OF A MONTH OF CELEBRATION, THE INDUSTRY IS
LEARNING THAT THE POT AT THE END OF THE RAINBOW IS FILLED WITH MORE THAN JUST
PROFIT.

By: Hannah Wiggin

For the month of June, PRIDE Month communications and colour palettes begin to
infiltrate our inboxes and social feeds and businesses decorate their spaces.
From national banks, to superstores, to alcohol companies, businesses proclaim
their allyship and commitment to inclusivity to the 2SLGBTQIA+ community through
diversity-focused events and promotions.

The promotion of equity, diversity and inclusion during PRIDE Month is an
important step in fostering welcoming and safer spaces, but participating
businesses are encouraged (and arguably obligated) to represent PRIDE in a
meaningful and authentic way, every month of the year. PRIDE originated as a
movement of rebellion, symbolizing protest and community activation. Its
presence can, and should, be experienced and felt year-round, as are the social
injustices at the heart of its existence.

Ren Navarro, owner of the consulting company Beer Diversity, brings valuable
perspective to diversity and inclusion in the hospitality industry as a queer
Black industry leader. “I don’t cease to exist at the end of June. What happens
on July 1st?”, she asks.

When businesses approach Beer Diversity for consultation and education, Navarro
recommends approaching PRIDE Month as an opportunity to launch inclusion and
diversity initiatives that will carry on throughout the year. Improving
diversity and inclusivity in the hospitality industry is an ongoing process that
requires a commitment to growth, learning and action. By taking proactive steps
to create a more inclusive workforce, fostering an accepting work culture and
creating equitable customer experiences, hospitality professionals can help
create an industry that welcomes and benefits everyone.

--------------------------------------------------------------------------------

Disrupt Social Conventions with Community-Led Events. Rethink the types of
events you host in your space.

Activism through community events is an impactful and accessible way to promote
inclusivity within your business and shake up the status quo. Recruiting the
expertise of community-led organizations can make sure your event is on point
and encourage customer engagement. Fruit Salad, founded by female entrepreneur
Sarah Barnhart, is a Hamilton, Ontario-based organization that responds to the
lack of safer spaces dedicated to 2SLGBTQIA+ women, femmes and gender
non-conforming folks. Fruit Salad organizes events that encourage queer joy in
its many forms, including queer prom, speed dating and drag shows as well as
educational workshops. Barnhart and her team work with restaurants and
hospitality spaces, noting that the company has “grown organically because
people see it in action”. She believes that when folks get a taste of what lies
beyond the drinking and dancing—the feeling of joy and connection that happens
when events and spaces allow folks to be “queer enough”—they experience the
magic at the heart of Fruit Salad’s success. This is the reason Barnhart started
Fruit Salad—to allow hospitality spaces and employees to come as they are,
welcoming patrons to present as their truest, authentic selves.

> “I think it’s about continuing to learn; it’s a constant evolution. Allyship
> is action, not just a thing you say.” – Sarah Barnhartt, Fruit Salad

Sharing space in this way requires a commitment to hosting, engaging and
interacting with different groups within your space. Barnhart points out that
the venues that have worked well for Fruit Salad, and those where she sees
opportunity for growth, are “spaces that believe in what we’re doing and are all
in”. To prove the point, Fruit Salad has developed a roster of regular operators
and venues that invite them back time and time again, increasing efficiency and
profitability for both the event venue and the organization, and integrating
Fruit Salad events into the host operation’s regular calendar.

Barnhart’s goal for Fruit Salad is for operators to see value in what they’re
doing and welcome them to come host in their space. “This is one of the things
that shows their patrons and their community that this is something that is of
value, that works and is something people need”.

She also points out that PRIDE Month is a great way to open up your space and
start to commit to allyship. “I think it’s about continuing to learn; it’s a
constant evolution. Allyship is action, not just a thing you say.” She
recommends that operators work with established community organizations and
individuals to celebrate, collaborate and communicate about issues and build
enduring partnerships to help understand what safer spaces for the 2SLGBTQIA+
community really look like.

“I think it’s really important when spaces talk about the events we’re hosting,
that they use the word “safer” instead of “safe”, because we can’t guarantee
that,” Barnhart emphasizes. She points out that collaborative partnerships with
hospitality operators are an important part of the success and safety of Fruit
Salad’s events. “We’re doing our best as human beings to create spaces where
people will be
comfortable and feel safe. By working with organizations that are pioneers
within their communities, you can create a more welcoming and equitable space
that benefits everyone.”

--------------------------------------------------------------------------------

Prioritize authentic representation in your social channels. What kind of social
media feed
do you want to create?

“Representation” is first about recognizing 2SLGBTQIA+ people in the community,
and second (and most importantly) about affirming the value of queer folk to
others, and even to themselves, by making space for and celebrating community
events.

For businesses that engage with (and benefit from) the 2SLGBTQIA+ community,
representation should be a year-round, on-and offline consideration, present
across all communications, both personal and virtual. All business
communications can and should represent and include all community groups and
team members, from the different promotional or event images selected for social
media or websites, to the types of social media accounts you interact with to
the language used in your team meetings or marketing strategies. Taking the time
to consider the words and images you use has an impact on whether staff and/or
prospective patrons will feel welcome, seen and valued when they visit or work
in your establishment.

Fruit Salad event photo courtesy of Katie Rawn Fruit Salad event photo courtesy
of Katie Rawn

Authentic and thoughtful representation can be extremely powerful on social
media and can help businesses grow their online reach and community. While
“virtue signaling” (inauthentic or “shallow” posts designed to promote the moral
character of a business or person) or other attempts to earn social validation
by influencing public perception of inclusivity or engagement with a specific
social group can backfire, there are ways to engage and support without implying
a connection a business has not yet earned.

Celebrate real touchpoints, moments and events with people and groups you have
welcomed or collaborated with using real photos from events you’ve hosted.
Sharing moments captured at 2SLGBTQIA+ events you’ve hosted on your social
pages, from weddings to drag shows, can help grow your network and build trust
with the community.

Fruit Salad’s Instagram page tells a story of their organization, with
2SLGBTQIA+ folks laughing, dancing and hugging—all under perfectly-chosen
lighting in moody shades of blues, purples and pinks. If their page feels
revolutionary, it only underscores the point. Even in the age of social media,
we don’t
always see Queer love represented in all its forms on business feeds. According
to Barnhart, the styling of Fruit Salad’s digital presence was completely
“accidental”. When Katie Rawn, affectionately named Fruit Salad’s “Chief Joy
Capturer”, attended their events, she documented people being “their most
beautiful and joy-filled selves”, creating an authentic and impactful
experiential brand impression in a way Barnhart never truly imagined. Event
photography on social has been foundational in building the success of Fruit
Salad IRL, with folks travelling from all over to enjoy events and venues
outside of the region reaching out to host Fruit Salad parties. Barnhart also
notes that the social media impact has led to their community members using the
same businesses and venues for their own private events like weddings, because
“they know it’s real for you (the venue) and it’s somewhere they will be
comfortable”.

--------------------------------------------------------------------------------

Set the tone for staff and patrons. Were you walking the walk or just talking
the talk?

A culture of inclusivity should be a core value reflected in every aspect of
your service, experience and marketing strategy. The language you use in your
marketing materials, the accessibility of your physical spaces, the availability
of gender inclusive washrooms and the use of gender-inclusive language by your
restaurant team are all aspects of a meaningful commitment to inclusivity.

When looking for new venues to host 2SLGBTQIA+ focused events, Barnhart says, “I
feel like I need to be doing extra research and checking in more to ensure the
commitment is top down. It can’t be just one person on the staff who is trying
to convince their homophobic owners that this is a good idea.
It needs to be a real part of that space’s identity and ethos.”

Ren Navarro founded Beer Diversity in 2018 after seeing a deep need for changein
how diversity and inclusion were being championed in the hospitality community.
Navarro pairs her perspective with over a
decade of hands-on experience and approaches the industry with passion,
knowledge and her trademark sense of humour. She summarizes her approach as
“starting small and not overcomplicating it”. As a trailblazer in the craft beer
community, both in Canada and beyond, Navarro has become an agent for real,
meaningful change.

Navarro says Beer Diversity is all about working with your toolkit and building
authentic, long-lasting relationships. An easy way of effectively communicating
an actionable diversity strategy to both employees and patrons is through a
value statement. “It’s your “House Rules” for those who are in your space,” she
explains. “It includes your staff and your vendors, and extends to current and
prospective patrons. It sets the tone.” Navarro suggests businesses keep their
value statement simple: “This is what is important to us. If you can’t go along
with it, you can’t be here”.

Posting your value statement by your bar, in your washrooms or in other public
spots shows staff and guests you are accountable and committed. Navarro notes
that these value statements also support and empower your staff. “You, (the
patron), walking in means you have accepted the terms and conditions. By
staying, you’ve signed off on it.”

When it comes to codes of conduct, Navarro underscores the importance of
collaboration to make sure your code is truly inclusive, authentic and
actionable.

She suggests operators collect data from their team, and answer key questions:
“How will you ensure that the code of conduct is enforced? Does this code of
conduct work in action? Does your team feel safe and included in discussions on
inclusivity?” Navarro wants spaces to take the initiative seriously, keeping
communications short and sweet and not overthinking it. “Don’t take six months
to do it! They’re five points, max”.

Navarro explains that ownership needs to “be okay and comfortable with
empowering their staff”, pointing out that it’s also okay for leaders to find
themselves behind in the game of culture shifts happening within their own team.
“Don’t stop it. Let it happen and do your own research. If it looks like it’s
thriving, let it bloom!”

Navarro has worked with businesses where ownership is not on the same page as
management and their staff and identifies the challenges that can be faced while
trying to maintain inclusive spaces without honest backing from ownership. “If
there isn’t buy-in from the upper echelons, then don’t do it”, Navarro says,
having seen full staff turnover because owners aren’t willing to create more
diverse, equitable spaces. She also underscores that owners should realize there
can be real financial implications to not doing the work.

Navarro also champions making business accessibility investments and commitments
available to both staff and patrons and suggests posting this information on all
digital platforms, including reservation and delivery apps and even business
Google listings. “Folks use your Google page to find your hours — they should be
able to do the same for accessibility measures.” She has seen staff with pronoun
pins and with signs that let patrons know which languages staff can communicate
with them in, including ASL, and emphasizes that these extra pieces of
interaction can really matter to the bottom line, helping grow your regular
patron community and your business stand out in a tough employment market.
Navarro encourages operators to embrace being a welcoming space for everyone,
every day. “It’s so simple. People make it more complicated than it needs to
be.”

--------------------------------------------------------------------------------

Voices Matter. Learn from the personal experience of others who want you to
succeed.

A business commitment to workplace diversity, equity and inclusion requires
awareness, empathy and evolution on a daily basis. Certificates and accolades
are just wallpaper and lip service without action and accountability, so if
you’re not sure how to engage meaningfully with the 2SLGBTQIA+ community, reach
out and connect with experts who can help get you there.

The CGLCC is Canada’s 2SLGBTQI+ Chamber of Commerce, uniting and advocating for
the more than 100,000 2SLGBTQIA+ -owned businesses that generate more than $22
billion in economic activity. Their Rainbow Registered Program helps Canadian
businesses and community groups ensure they are effectively accepting and
welcoming the 2SLGBTQI+ community and work with businesses to evaluate and
certify their 2SLGBTQI+ friendly status. The CGLCC also provides information,
advice, resources and marketing tools that support certified businesses in
marketing themselves as safe, welcoming destinations and workspaces for the
community.

“Rainbow Registered is quite a unique program,” says Connor McKiggan, the
program’s business development lead at the CGLCC. “We’re the only program of our
kind that accredits businesses as 2SLGBTQI+ inclusive workspaces in Canada. You
can’t just put up a rainbow flag in a Zoom meeting and get the accreditation, we
want to see active commitments and work done on the ground. We’re here to really
help weave inclusion throughout your business practices.”

The CGLCC works with businesses along all parts of their welcoming journey,
McKiggan points out, even those who are just getting started. “Sometimes a
business isn’t quite sure what that first step is going to look like, so we work
with them to get accredited by helping them meet our four best practice pillars
that define inclusion.”

Spencer Toth, Rainbow Registered Program Manager, agrees. “We are seeing such a
huge uptake. During PRIDE Month, I saw a lot of interest sparked on social media
about the program, and it’s really nice to see. My background is in tourism, so
I always consider safety when I go into a community. Research has shown that,
for Queer travelers, the number one consideration is safety when they’re
choosing where to travel. So, to be able to go on RainbowRegistered.ca and see
this map of all these businesses that are accredited through the program and
say, “Hey, here are some spaces where I know I can go and have a good experience
and feel safe and included” is really powerful.” The CGLCC team also points out
that diversity, equity and inclusion is an ongoing journey, not just a trend or
a box to be ticked. Toth says, “There’s not really an optimal time to start.
It’s not a “one-and-done”— you don’t go and do Rainbow Registered and throw your
hands up and celebrate. There’s always new best practices and we do ongoing
education and workshops and provide resource guides to help our members continue
to grow.”

> “I think a lot of folks aren’t aware of the buying power that exists within
> the 2SLGBTQI+ community, and that there’s a lot of loyalty within the
> purchasing and travelling that these folks do.” – Connor McKiggan

--------------------------------------------------------------------------------

Meaningful representation and inclusion flows through all aspects of your
business and has the power to enrich and diversify both your customer base and
your workforce. Navarro wants businesses to be open to taking their first steps,
even if they’re a little unsure. “Don’t be afraid to mess it up, don’t quit.
Learn from it, regroup and be okay with being held accountable”, she encourages.

Canada is home to approximately one million people who identify as 2SLGBTQIA+,
representing four per cent of the population above the age of 151. The business
case for welcoming Canada’s 2SLGBTQIA+ community is clear and compelling, as
McKiggan lays out. “I think a lot of folks aren’t aware of the buying power that
exists within the 2SLGBTQI+ community, and that there’s a lot of loyalty within
the purchasing and travelling that these folks do. When folks see a business up
on the Rainbow Registered website, they know that it’s not just a rainbow flag
that’s up there—they recognize that the business has actually made active
commitments to the community, and that’s something that folks want to encourage
and invest in. When I travel around Nova Scotia, I know the businesses that have
the PRIDE flags up or that are Rainbow Registered, and I’m always visiting them
and recommending them. It’s a great way to access and break in to the 2SLGBTQI+
travel market and potentially get a lot more clients.”

Now, more than ever, consumers make conscious decisions about where they spend
their money. We are well-accustomed to delivering on consumer expectations on
the plate, but it’s time we look beyond food and drink to the experience of
service and welcoming. If you’re not sure where to start, reach out to the
community to ask for support and guidance.

--------------------------------------------------------------------------------

1 Statistics Canada; Canada at a Glance, 2022 – LGBTQ2+ people; 2022-12-01;
https://www150.statcan.gc.ca/n1/pub/12-581-x/2022001/sec6-eng.htm

2SLGBTQ+, FEATURE, Pride

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