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Retail king
Macy’s CEO Jeff Gennette on coming out, AIDS, retirement — and what’s next
Jeff Gennette’s personal and professional journey is a unique one.
Coming out in 1983 to supportive parents. Finding community as an openly gay man in ‘80s San Francisco, watching scores of friends die but ultimately surviving the AIDS plague. Embracing his sexual orientation professionally and excelling as a result. Cultivating a 33-year relationship, marrying, and having a child when adoption and surrogacy were nearly impossible for gay couples. Spending an entire career with the same company and retiring 40 years later as one of the few openly LGBTQ CEOs of a Fortune 500 company.
And not just any company making widgets, but Macy’s Inc., an iconic brand perhaps best known for bringing all of America — red and blue — together each Thanksgiving morning for 97 years at its spectacular parade kicking off the holiday season.
Now, after 40 years at Macy’s, including seven as CEO, that began with a management training program in 1983, Gennette, 62, is sitting down exclusively with the Washington Blade in a conference room in New York and reflecting on all the progress he’s seen the country make on LGBTQ rights and insisting he wants to stay involved in the fight.
“LGBTQ rights are under attack now and I want to be in that arena — and not as a leader of a public company,” he said when asked about his future plans. “Department store retail is not for the faint of heart and my husband and I have been so fortunate. We know our experience is not everyone’s experience and we’re in a position to be able to do something.”
When pressed, Gennette said he’s not yet sure what that looks like but, “I want to be in the fight,” perhaps in the philanthropic and donor space. He and husband Geoff Welch plan to take a few months to think through what’s next and how they might play a role in the LGBTQ movement. “That’s a clear passion of mine,” he said.
Gennette cites two professional accomplishments of which he’s most proud: leading Macy’s out of the retail-killing pandemic with a stronger balance sheet than before COVID; and helping to create the various DEI programs that foster an inclusive, healthy culture at the sprawling company.
“I get a lot of energy from that and will take that into my next chapter.”
His last day at Macy’s will be Friday, Feb. 2 and it’s fitting that his final appointment on his final week is to attend the Human Rights Campaign’s Greater New York Dinner on Saturday where he will be honored with the HRC Corporate Visibility Award for his “unwavering dedication to bolstering LGBTQ+ inclusivity in business.”
“As the LGBTQ+ community navigates a national state of emergency and faces an onslaught of targeted attacks, having the representation, leadership and support of such dedicated LGBTQ+ advocates fortifies our strength in this fight for freedom and equality,” said Human Rights Campaign President Kelley Robinson in a statement announcing Gennette’s award.
Despite the accolade, Gennette seems uncomfortable with the term “activist” and never would have predicted that he would become an important figure for LGBTQ visibility in corporate America.
“I’m an introvert,” he said, “I never saw myself as a visible role model. My husband was more of an activist than I was; my head was down doing my work at Macy’s.”
Figures like Gennette have become accidental activists, helping to open minds — and board rooms — to future LGBTQ workers and executives who may never fully understand the challenges faced by previous generations. Chief among those challenges, perhaps, was AIDS. Gennette talks solemnly about those years in ‘80s San Francisco.
“When you lived in the Castro through the ‘80s, it was difficult; you had a community that was just being decimated by the scourge of AIDS and losing friends,” he recalls. “My husband lost his first two lovers to AIDS. Many people I worked with at Macy’s were lost to AIDS, you just couldn’t get away from it. It was a difficult time for all of us.”
Gennette added that living through the worst of AIDS in one of the hardest-hit cities ultimately proved cathartic because of the activism that resulted.
“AIDS shaped my perspective on how a community can come together and influence local, state, and national lawmakers,” he said. “It ushered in a lot of political activity.”
That activity triggered a wave of progress, from affirming state legislation, to out political leaders and celebrities, and ultimately to our first federal legal protections and eventually marriage equality. But the last two years have demonstrated the fragility of all that progress as state legislators across the country have introduced hundreds of bills aimed at rolling back our progress. Our right-wing enemies have tried everything from banning drag shows and LGBTQ-themed books to barring affirming healthcare for trans youth. There’s even a draconian “Don’t Say Gay” law now on the books in Florida that’s reminiscent of Vladimir Putin’s ban on “promoting homosexuality.” Not content with attacking only the LGBTQ community, Florida in January banned all DEI activities at state-funded colleges and universities. Welcome to 2024 America.
How does Gennette view these attacks and setbacks, especially given his own legacy of expanding DEI programs at Macy’s?
“Forward momentum always has consequences and the pendulum always swings back,” he warns. Gennette cites the overturning of Roe v. Wade as an alarming development in efforts to roll back settled law. “This idea about equality I don’t think we’re ever done with it,” he said. “What’s happening with the trans community is a testament to that. We need to stay organized and young people have to be vigilant about that.”
His advice to young people embarking on their careers and applying for their first corporate jobs is to be out and authentic. “You’re never going to show up in your full potential if you don’t. … It’s going to take courage.”
Gennette found the courage to come out in the early 1980s when such pronouncements could mean the end of your career and estrangement from family. He was 19 years old and a sophomore in college with conservative but supportive parents. “I had a lot of anxiety about it, I said, ‘I‘m gay,’ — and my mom said, ‘You don’t mean happy.’” His parents were accepting but lamented the presumed loss of grandchildren. Years later, Gennette’s mother would assist in locating a surrogacy program that was open to gay couples, leading to the birth of daughter Judith in 2000.
His mother passed away last October and he describes her as his hero and “most seminal figure in my life — she was a kick-ass pioneer” who carried the PFLAG banner along with Gennette’s father in the San Francisco Pride parade.
Meanwhile, back at Macy’s, Gennette came out to colleagues in his training program. One assistant buyer warned him that “people are talking” and that identifying as openly gay could be a “career killer.” But Gennette ignored the warnings and came out to his boss.
“It was a big relief to acknowledge that to my boss,” he said. “It was like a weight lifted off my proverbial shoulders. I didn’t see senior executives that were gay, but I did see myself in the culture [of Macy’s] … It was a company that did right by disadvantaged communities even then in 1984.”
Gennette’s experience wasn’t the norm for corporate workers in the 1980s (or even today) and he acknowledges that the retail sector was more accepting. And Macy’s, in particular, proved a progressive home and played a key role in shaping the kind of executive he would later become.
“I don’t know that I would be a CEO today if not for that formative experience,” he said. “You’re on the pulse of pop culture and fashion and being gay was a part of my identity, but it wasn’t my full identity and I give Macy’s a lot of credit. I don’t know that I would be where I am if I’d been at a different company.”
Indeed different companies are responding to the recent attacks on the LGBTQ community in different ways. Bud Light faced a boycott last year after a promotional stunt with transgender TikTok star Dylan Mulvaney caught the intolerant eye of Kid Rock. Sales plummeted and parent company AB InBev’s stock fell 20 percent. The company responded by distancing itself from Mulvaney, which led to a boycott call from the LGBTQ community. Meanwhile, retailer Target faced a boycott over its wide selection of Pride month merchandise. The company responded by moving Pride merchandise from displays at the front of stores to less prominent locations in the back, which triggered criticism from LGBTQ advocates.
Gennette said the Target incident had no impact on Macy’s, which offered its own Pride merchandise despite the boycott risk.
“It’s when you flip and succumb to pressure that you get yourself sideways,” he said, noting that, “It always comes back to your core values. We had Pride merchandise at the front of our stores and we were participants in Pride parades around the country.”
Further, Macy’s executives are always paying attention to what’s happening politically and culturally in case they need to respond. When the Dobbs decision overturning Roe v. Wade was leaked, Macy’s decided it would support any employees who had to travel out of state for abortion care. Other recent events have prompted internal discussion and response.
“George Floyd put us on notice about being vocal about our internal programs and how you use your CEO voice to be true to what you’re doing internally,” Gennette said. “With respect to Macy’s, our core values of inclusion and giving back, we’re always looking for a more inclusive future for all. We do a good job of taking the pulse of where things are — conservative and liberal voices — and anticipate what could be coming that we need to react to.”
That commitment manifests in several marquee DEI programs at Macy’s, including S.P.U.R. Pathways: Shared Purpose, Unlimited Reach, which the company describes as a “multiyear funding program to advance entrepreneurial growth, close wealth gaps, and shatter systemic barriers faced by diverse-owned and underrepresented businesses.” The program, created in partnership with Momentus Capital, has invested $30 million in underrepresented businesses and entrepreneurs, Gennette said. “We’re not taking our foot off the gas.”
The proactively progressive approach of Macy’s begs the question: Do we need more CEOs from underrepresented communities? And why aren’t there more openly LGBTQ CEOs of Fortune 500 companies?
Gennette is confident that the future will bring much more diversity to America’s board rooms and C-suites.
“We’re at the beginning of our journey still,” he said. “There will be more [out CEOs] in the coming years. I have a lot of interest in increasing LGBTQ presence in board rooms. There’s so much talent out there ready to become the next CEOs, it’s something I think about — how can I contribute in retirement to help on this question?”
Before he jumps into a role in LGBTQ advocacy, Gennette plans to take some time off with husband Geoff. The two met at Gennette’s 30th birthday party in California.
“He showed up at the party and maybe it was the blue Speedo or the sonorous voice but we started dating from that point.”
The two committed to each other in a 1995 ceremony, long before the advent of marriage equality. They’ve been together ever since, living in five states and nine cities.
At the end of our conversation, Gennette agreed to a game of rapid fire.
• On the future of American malls, Gennette predicts there will be fewer of them but that they will be vibrant and offer a different mix of hospitality, eateries, and retail. “They will stand the test of time.”
• On Macy’s collaborator Martha Stewart, Gennette describes her as “a huge talent … authentically a purveyor and tastemaker on so many subjects. It comes across in all her work and programming. She’s an inspiration … Macy’s had a rocky relationship with her over the years but she has been an icon.”
• On Cher, who performed at last year’s Macy’s Thanksgiving Day Parade, Gennette said “she’s awesome, lovely, friendly, open to her fans and is authentically herself. She was aces.”
• On what keeps him up at night, Gennette cited his 24-year-old daughter’s wellbeing. “She was interning in a company and got a job offer so I’m resting easier now. She’s ready to strike out on her own, she’s on her way.”
• And on his successor as Macy’s CEO, Tony Spring, Gennette calls him “a fantastic leader; he’s ready and has the right intelligence, experience, judgment, and temperament to take Macy’s to the next series of growth. He has the chance to do what he did for Bloomingdale’s to Macy’s.” He noted that Spring has spent 10 month transitioning into the new role and that he has “the team and strategy and support of the board.”
The Macy’s board recently rejected a $5.8 billion takeover bid after laying off more than 2,300 employees and closing five stores. Shares of Macy’s closed last week up 4 percent after a report that private equity firm Sycamore Partners is interested in taking Macy’s private. Gennette declined to comment on those recent developments but he remains bullish on the future for Macy’s.
“Macy’s serves a big tent — red states, blue states — everyone in America has been touched by someone who’s gay and that activism is changing hearts and minds,” he said. “We serve a diverse nation and standing for that is good for profitable business.”
a&e features
Have yourself a merry John Waters Christmas
Annual holiday show returns to Alexandria and Baltimore
When it comes to iconic Christmas scenes in movies, none can top the tree-toppling tantrum thrown by cha-cha heels-deprived Dawn Davenport in John Waters’s fifth full-length feature “Female Trouble” from 1974. Therefore, it’s not surprising that Waters continues to make art out of Christmas, performing his spoken word Christmas tour in cities across the country. Waters has even more reason to celebrate with the release of his new red vinyl 7” single, a cover of Little Cindy’s “Happy Birthday Jesus (A Child’s Prayer)” on the A-side, and “A Pig Latin Visit From St. Nicholas” on the B-side. If you’re still looking for unique Christmas gifts, consider this record. As always, John was kind enough to make time for an interview in advance of his tour dates.
BLADE: John, in preparation for this interview with you, I went back and listened to Little Cindy’s original rendition of “Happy Birthday Jesus (A Child’s Prayer)” on your “A John Waters Christmas” CD.
JOHN WATERS: One thing I did, if you notice, I make the same stumble in my recording that she did in the original.
BLADE: It sounded to me like she got choked up.
WATERS: No, I think she just stumbles over a word, so I stumbled over the same word. It’s appropriation, insanely.
BLADE: Is this a song you first became aware of in your youth or when you were an adult?
WATERS: When I was doing the Christmas album, I had this friend named Larry Benicewicz. He was kind of my idea man with music. He knew every single old record. I would say to him, “Weird Christmas songs,” when we were doing a soundtrack, or a song about bears, or a song about this, and he would give me all these tapes. It was one of the ones he played for me. A lot of the songs I put in my movies and on my records, I did know as a kid. I did not know this one, but I immediately embraced it. I don’t think it’s campy. I think it really is spiritual in a weird way. My doing it makes it a novelty record. I am really for novelty records, and there aren’t any anymore. Why was there not a COVID novelty record? That’s insane. The dance “The Bug” that’s on the “Hairspray” soundtrack would be perfect for COVID.
BLADE: The thing that struck me was that for a Christmas song in the voice of a child, a kind of death pall hangs over it, with lines like, “If I was good you’d let me live with you” and “they nailed you to the cross, they wanted you to die.”
WATERS: All of it! When I see children at midnight mass kneeling in front of a nude man nailed to a cross, I feel like I’m at The Eagle! It is S&M, it’s creepy. I took the same cover (photo) from her record to parody and put my face on it. The same thing I did with The Singing Dogs last year when I covered (their version of) “Jingle Bells.” I’m really into novelty records. I love them and I’m trying to bring them back. I don’t expect anybody to ever play these records. Even The Singing Dogs one said on it, “Please do not play this record” [laughs]. And the flipside, the Pig Latin version, is almost impossible to listen to.
BLADE: I’m so glad you mentioned that. “A Pig Latin Visit From St. Nicholas” reminded me of the lost art of speaking in Pig Latin. I also recall watching the PBS series “Zoom” as an adolescent and learning to speak “ubbi dubbi,” a distant relative of Pig Latin. Do you think that the time is right for a Pig Latin or ubbi dubbi revival?
WATERS: Here’s the thing, I never could pick up any language, except Pig Latin. I’ve been in every foreign country. Foreign countries have given me money to learn to speak the language. I can never do it! But Pig Latin…my parents and other parents in the ‘50s spoke Pig Latin so kids couldn’t understand what they were saying. Then my mother taught it to me, and I used it. The hardest take to shoot in “Pink Flamingos” was not eating the dog shit. It was when the cast skipped, in one take, saying “E-way, are-yay e-they ilthiest-fay eople-pay in-hay e-they ole-hay ide-way orld-way.” We’re the filthiest people in the whole wide world in Pig Latin. We had to do so many takes so they could do it once without screwing it up. In “Polyester,” Edith (Massey) answers the phone, “ello-hay.” I did a photo piece where it was all subtitled in Pig Latin. Like “osebud-Ray” (from “Citizen Kane”) or in “Streetcar,” “ella-Stay!” [Laughs] All the iconic dialogue translated into Pig Latin. My assistant who helped me do it, had never heard of Pig Latin. She really got good at it because she lived in many foreign countries and can pick up languages. But it’s not that easy to do it correctly and read it. Your computer will translate into Pig Latin.
BLADE: AI understands Pig Latin?
WATERS: I guess that’s AI. It wasn’t 100% right, but it was close. I can speak it if I look at it, but just do a bit at a time. It was a challenge that no one would possibly care about or want to do.
BLADE: I think you pulled it off very well.
WATERS: If you want people to leave on Christmas morning, you put it on. That’s how you get your guests to leave. It’s time to go.
BLADE: Ood-gay i-bay! How did your relationship with record label Sub Pop, which released 2021, 2022, 2024, and new 2025 holiday singles, come about?
WATERS: I believe the first thing I did for them was “Prayer to Pasolini.” They came to me through Ian Brennan. He’s won a couple Grammys for World Music, but he is also is one of my agents who does the Christmas tour and a lot of my shows, anything with music. He helped me arrange each one of the songs. He had a relationship with Sub Pop. It was perfect. My friends in Baltimore, (the band) Beach House, have had huge success.
BLADE: That’s right, they’re on Sub Pop!
WATERS: Yes! I’m happy to be on it. I’ve even been to the warehouse and posed for pictures like Jackie Suzanne used to do.
BLADE: Is there any chance that “A John Waters Christmas” might be reissued on vinyl by Sub Pop?
WATERS: No. It’s such a nightmare to get the rights and to renew them. You have to find the publisher and the writer, and they usually hate each other. It doesn’t matter if it’s obscure or famous, it’s hard to get. You have to make the deal. The singer doesn’t get anything unless they play it on the radio. It would be so complicated legally, and there would be such a [laughs] tiny audience for it. I hope it will come out again. The same thing with the one for Valentine’s Day. I had two of them that did quite well when they came out; “A Date With John Waters and “A John Waters Christmas.” The “John Waters Christmas” album is still the soundtrack that plays whenever I’m doing my spoken word Christmas show as people are entering the theater.
BLADE: Aside from your annual Christmas show tour, what else do you do for the holidays now, and are there any traditions that you’ve carried over from your family?
WATERS: Certainly! I have two sisters, my brother’s widow, and me, so there are four and we take turns each year to have the Christmas dinner. Mine was last year. An entire sit-down dinner. Mom’s China, the silverware, the entire full dinner. It’s pretty traditional. I don’t have a Christmas tree, but I do decorate the electric chair from “Female Trouble.” That is a tradition in my family. We do have Christmas decorations, but they’re usually weird ones that fans sent me. I have one with Divine knocking over the Christmas tree, and the Christmas tree lights up, all sorts of amazing things. There is definitely a tradition here that might be a little altered, but it is definitely a tradition. I used to have a giant party every year, but COVID ended that. I still wouldn’t want 200 people in my house breathing right now.
BLADE: I was looking at your tour schedule and wondered if there are any new cities in which you’ve never performed the John Waters Christmas show that have been added to this year’s schedule?
WATERS: I don’t think there’s a city in America in which I haven’t done one show! The only places I haven’t been to are Hawaii and Alaska. I could do it there, but it’s too long on a tour. I can’t think of a city I haven’t played in in America over the last 50 years. The Christmas show is completely different every year. It doesn’t matter if you saw it last year.
Some gifts scream practical, others whisper luxury, and a few flat-out blur the lines. From cocoa that feels ceremonial to a cologne that linger like a suggestive smirk, this year’s ultimate gift picks prove that thoughtful (and occasionally naughty) presents don’t have to be prosaic. Welcome to your holiday cheat sheet for festive tangibles that get noticed, remembered, and maybe even result in a peck of gratitude planted under the mistletoe. Consensually, of course.
Amber Glass Champagne Flutes
Pop the champs – but make it vintage. These tulip-shaped stunners in amber-tinted glass bring all the Gatsby vibes without the Jazz-age drama. Whether you’re toasting a milestone or celebrating a Tuesday, their seven-ounce capacities and hand-wash-only care make ‘em as practical as they are pretty. Pair with a thoughtful bottle of bubs and gift with a glittering wink. $18, NantucketLooms.com
Disaster Playbook by Here Comes the Apocalypse
Because the end of the world shouldn’t be a solo act, this spiral-bound guide is your step-by-step roadmap to surviving and thriving when everything else goes sideways, which might be sooner than you think. Packed with checklists, drills, and a healthy dose of humor, it’s like a survival manual written by your most prepared (and slightly snarky) friend. Whether you’re prepping for a zombie apocalypse or, more realistically, REVOLUTION!, this playbook’s got your back. $40, HereComesTheApocalypse.com
Wickless Vulva Candles
Bold, luxurious, and completely flame-free, CTOAN’s wickless candles melt from beneath on a warmer, releasing subtle, sophisticated fragrances, like sandalwood or lavender. The vulva-shaped wax adds a playful, provocative element to any space –perfect for a bedroom, living room, or anywhere you want elegance with an edge. A gift that celebrates form, intimacy and self-expression, no fire required. $39, CTOANCO.com
Villeroy & Boch Royal Classic Christmas Collection
Every meal is a mini celebration – with whimsy at every place setting – in Villeroy & Boch’s Royal Classic festive dinnerware collection that hits all the right notes. Made from premium German porcelain, it features nostalgic little toys, nutcrackers, and rocking horses in delicate relief, giving your holiday spread a playful but refined twist. Dishwasher- and microwave-safe, it’s luxe without the fuss. Gift a piece to a special someone, or start a collection they’ll use (and show off) for years to come. $22-$363, Villeroy-Boch.com
Greenworks Electric Lawnmower
You a ’hood queen who considers lawn care performance art – or just wants to rule the cul-de-sac in quiet, emission-free glory? Greenworks’ zero-turn electric mower has the muscle of a 24-horsepower gas engine but none of the fumes, drama or maintenance. Six 60V batteries and a 42-inch deck mean you can mow up to two-and-a-half acres on a single charge – then plug in, recharge, and ride again. It’s whisper-quiet, slope-ready, and smooth enough to make you wonder why you ever pushed anything besides your queer agenda. The perfect gift for the homeowner who loves sustainability, symmetry, and showing off their freshly striped yard like that fresh fade you get on Fridays. $5,000, GreenworksTools.com
Molekule Air Purifier
For the friend who treats their space like a sanctuary (or just can’t stand sneezes), the Molekule Air Pro is magic in motion. Covering up to 1,000 square feet, it doesn’t just capture allergens, VOCs, and smoke – it destroys them, leaving your air feeling luxury-clean. FDA-cleared as a Class II medical device, it’s serious science disguised as modern design. Gift it to your city-dwelling, pet-loving, candle-burning friend who likes their living room as pristine as their Instagram feed. $1,015, Molekule.com
Cipriani Prosecco Gift Set
Effervescent with stone-fruit sweetness and a touch of Italian flair, the Cipriani Bellini & Prosecco gift set brings brunch-level glamour to any day of the week. The Bellini blends rich white-peach purée with sparkling wine, while the dry ’secco keeps things crisp and celebratory. Pop a bottle, pour a flute, and suddenly winter weeknights feel like a party – even with your pants off. $36, TotalWine.com
Woo(e)d Cologne
British GQ recently crowned Woo(e)d by ALTAIA the “Best Date Night Fragrance,” and honestly, they nailed it. Confident without being cocky – smoky gaïac and Atlas cedarwood grounds the room while supple leather and spicy cardamom do all the flirting – it’s a scent that lingers like good conversation and soft candlelight. Gift it to the one who always turns heads – or keep it for yourself and let them come to (and then on) you. $255, BeautyHabit.com
Lococo Cocoa Kit
Keep the run-of-the-mill mugs in the cabinet this Christmas and pull out Lococo’s handcrafted Oaxacan versions that demand you slow down and sip like it matters. Paired with a wooden scoop, rechargeable frother, and Lococo’s signature spice hot-chocolate blend (vegan, gluten-free, with adaptogenic mushrooms), this holiday kit turns Mexi-cocoa into a mini ritual you’ll look forward to. Perfect for anyone who loves a little indulgence with a side of ¡A huevo! energy.
Manta Sleep Mask
Total blackout, zero pressure on the eyes, and Bluetooth speakers built right into the straps, this ain’t your mama’s sleep mask — but it could be. The Manta SOUND sleep mask features C-shaped eye cups that block every hint of light while ultra-thin speakers deliver your favorite white noise, meditation, or late-night playlist straight to your ears. With 24-hour battery life, breathable fabric, and easy-to-adjust sound, it turns any bed (or airplane seat) into a five-star sleep suite. Perfect for anyone who treats shut-eye like an art form (or just wants to escape their roommate’s late-night bingin’ and/or bangin’). $159, MantaSleep.com
Shacklelock Necklace
Turn the industrial-chic vibe of a shackle into a sleek statement. Mi Tesoro’s platinum-plated stainless-steel necklace sits on an 18-inch wheat chain, featuring a shackle-style latch pendant that’s waterproof, tarnish-free, and totally fuss-les. Beyond style, it nods to a classic gesture in the queer leather community: replacing a traditional Master lock with something elegant to quietly signal belonging to someone special. Wear it solo for a minimalist edge or layer it like you mean it; either way this piece locks in both your look and your intentions. $90, MiTesoroJewelry.com
Parkside Flask Mojave Edition
Wine nights get a desert glow-up with Parkside’s limited-edition 750-milliliter all-in-one flask draped in sun-washed bronze and badland hues like sage, sand, and terracotta – with magnetic stemless tumblers that snap on for effortless shareability. It keeps your vino chilled for 24 hours, pours without drips (no tears for spilled rosé, please), and even lets you laser-engrave your own mantra or inside joke. Perfect for picnics, surprise rooftop clinks, or gifting to your favorite wine (or desert) rat. $149, HighCampFlasks.com
Mikey Rox is an award-winning journalist and LGBT lifestyle expert whose work has published in more than 100 outlets across the world. Connect with him on Instagram @mikeyroxtravels.
a&e features
Meet Mr. Christmas
Hallmark’s Jonathan Bennett on telling gay love stories for mainstream audiences
Jonathan Bennett believes there are two kinds of people in the world — those who love Hallmark movies and liars. And in Season 2 of Finding Mr. Christmas, which the Mean Girls star co-created with Ben Roy, Bennett is searching for Hallmark’s next leading man.
“It’s so fun for people because everyone in their life has someone they know that they think should be in Hallmark movies, right? The UPS driver, the barista at the coffee shop, the dentist,” Bennett says. “So we’re testing their acting abilities, we’re testing who they are, but we’re also looking for that star quality — the thing that makes them shine above everyone else. It’s almost something you can’t explain, but we know it when we see it.”
Season 2’s cast includes a former NFL player for the Green Bay Packers, a few actors, and a realtor. The 10 men compete in weekly festive-themed acting challenges, one of which included having to ride a horse and act out a scene with Alison Sweeney. The contestants were chosen from a crop of 360 potential men, and Bennett gives kudos to the show’s Emmy-nominated casting director, Lindsay Liles (The Bachelor, Bachelor in Paradise).
“She has a tough job because she has to find 10 guys that are going to be good reality television, but also have the talent to act, carry a scene, and lead a Hallmark movie eventually,” he says. To be the right fit for a Hallmark leading man, Bennett singles out five key characteristics: you have to be funny, charming, kind, have a sense of humor, and you have to do it all with a big heart.
Of course, Finding Mr. Christmas wouldn’t be Finding Mr. Christmas without its signature eye candy — something Bennett describes as “part of the job” for the contestants. “I can’t believe Hallmark let me get away with this. I dressed them as sexy reindeer and put them in harnesses attached to a cable 30 feet in the air, and they had to do a sexy reindeer photo shoot challenge,” he says with a laugh. “This season is just bigger and bolder than last. People are responding to not only all the craziness that we put them through, but also comparing and contrasting the guys in their acting scenes when we do them back-to-back.”
Season 1 winner Ezra Moreland’s career has been an early testament to the show’s success at finding rising talent. On seeing the show’s first winner flourish, Bennett says, “Now to watch him out in the world, just booking commercial after commercial and shining as an actor and a model, I think the show gave him the wings to do that. He learned so much about himself, and he took all that into his future auditions and casting. He just works nonstop. I’ve never seen an actor book more commercials and modeling gigs in my life.”
Bennett has been a star of plenty of Hallmark movies himself, including the GLAAD-award-winning The Groomsmen: Second Chances, which makes him a fitting host. Among those movies are 2020’s Christmas House, which featured the first same-sex kiss on the network and had a major impact on Bennett’s career as an openly gay man. “Hallmark’s been so great about supporting me in queer storytelling. But again, I don’t make gay movies for gay audiences. I make gay love stories for a broad audience, and that’s a huge difference, right? We’re not telling stories inside baseball that only the gay community will understand.”
He continues, “The backdrop of a Hallmark Christmas movie is very familiar to these people who watch. And so when you tell a gay love story, and you tell it no differently than a straight love story in that space, they’re able to understand. It’s able to change hearts and minds for people who might not have it in their lives.”
While Hallmark has become a major staple of Bennett’s career, he started off wanting to be a Broadway actor. And before the first season of Finding Mr. Christmas aired, Bennett took a break from TV to make his Broadway debut in Spamalot, replacing Michael Urie as Sir Robin and starring alongside Ethan Slater and Alex Brightman.
“That was my dream since I was five years old – then I booked a movie called Mean Girls, and everything kind of changes in your life. You no longer become a person pursuing Broadway, you become a part of pop culture,” Bennett recalls. “And to be honest, when I hit 40, I was like, ‘I’m probably never going to get to live that dream.’ And that’s okay, because I got to do other dreams and other things that were just as cool but different. So I honestly never thought it would happen.”
Bennett is still determined to make his way back on Broadway with the right role — he calls Spamalot the “best experience” of his life, after all — but he’s got another Hallmark show lined up with Murder Mystery House, which he co-created. The show was recently greenlit for development and intends to bring the Hallmark mystery movie to life. “It’s kind of like our version of The Traitors,” Bennett admits.
Looking back on both seasons, Bennett says that what makes Finding Mr. Christmas stand out in the overcrowded reality TV landscape is that everyone involved makes it with heart: “This isn’t a show where you’re going to watch people throw drinks in each other’s faces and get into big fights. The thing that has amazed me so much about this show, the more we’ve done it, is that every season, 10 guys come in as competitors, but they leave as a family and as brothers. That’s something you don’t get on any other network.”
Finding Mr. Christmas airs every Monday on Hallmark through December 20, with episodes available to stream on Hallmark+.
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