Financial
Target hits the LGBT market, with much-improved aim
Some praise retailer for Pride month support; others want local commitment
Fifty years after Stonewall, LGBT people who listen to a song, stream a series, or read a book have more positive images to draw upon than ever before.
But where are our faces in the ads that sell us those things—or, for that matter, pretty much everything? Rarely seen is the same-sex couple sizing up choices at a car dealership, passing around a tube of toothpaste during their morning routine, or sharing a smooch as anniversary rings are exchanged.
“There’s just a very small group of companies that make an effort to educate themselves, and to progress… to show us as we are, or appeal directly to the LGBT consumer,” says Todd Evans, of Rivendell Media.
As Rivendell’s president and CEO, it’s Evans’ job to place advertisements for the National LGBT Media Association. (This publication is among its members.)
Absolut Vodka and Wells Fargo, Evans notes, are on the short list of high-profile corporations that market to the LGBT community with creative content that depicts lives being lived in something other than heterosexual accordance.
Include Target on that list, says Evans, who points to the general merchandise retailer as an example of a company committed to LGBT-specific marketing and products.
“This is a group that has wanted to educate themselves,” says Evans, recalling, “years ago, Target faced a boycott for [indirectly] donating to an anti-LGBT politician. They rose to the occasion by not only stopping that, but becoming LGBT-friendly.”
In July 2010, Target became a, well, target of backlash, after donating $150,000 to MN Forward, a group that proclaimed to function as a champion of Minnesota’s economy, but also funded campaign ads for Tom Emmer—the Republican candidate for governor who, The Minnesota Independent reported, “authored a constitutional amendment to prohibit same-sex marriage and civil unions” in 2007, while a member of the Minnesota House of Representatives.
As reported by Minnesota’s MPR News in an Aug. 20, 2010 article, Gregg Steinhafel, CEO of Target (whose headquarters is located in Minneapolis), apologized for the financial contribution—but only after, MPR noted, “Democrats, gay rights groups and others called for a boycott of the company.”
Steinhafel’s Aug. 5, 2010 letter to Target employees asserted the company’s commitment to “fostering an environment that supports and respects the rights and beliefs of all individuals,” and pledged to bring together “a group of companies and partner organizations for a dialogue focused on diversity and inclusion in the workplace, including GLBT issues.”
Making good on that diversity pledge, ironically, raised the hackles of the anti-LGBT American Family Association, which has been boycotting Target since April 2016 for, it alleges, endangering “women and children by allowing men to frequent women’s facilities”—a dog whistle reference to Target’s policy allowing transgender people to use changing rooms and bathrooms in accordance with their identity.
Whether the product of public embarrassment, genuine enlightenment or a little bit of both, Target, says Evans, “went from the verge of a boycott” during its MN Forward days “to really embracing their LGBT customers, and speaking directly to them.”
Target got its feet wet with 2012-2016 ads in Out magazine and The Advocate, then, in 2017, Evans said the retailer “expanded those national buys to a number of local markets, including Dallas, New York City, Miami, Boston, Orlando, Salt Lake City, and Denver. They also started carrying Pride merchandise every June, which shows they really educated themselves about the market, and the best way to reach it.”
One series of ads featured individuals of, Evans notes, “every shape and color. It really speaks to Pride itself, and being accepted. They even end it with the hashtag ‘takepride.’ I don’t think you can ask for anything better.”
Danielle Schumann, Corporate Public Relations Lead at Target, declined numerous requests for an interview, instead referring this reporter to links within the corporate.target.com destination.
Therein, Caroline Wagna, Target VP and Chief Culture, Diversity & Inclusion Officer, proclaims, “In order to continue to be a place where people want to come and spend their money, we have to be connected to who our potential customers are across the board, and in order to stay relevant as a business, we have to be sure our guests are seeing experiences, products, and services that reflect who they are.”
This year, corporate.target.com notes, Pride month was observed in the form of more than 90 Pride-themed items created by working “closely with Target’s Pride Business Council—an HQ-based team member resource group—to create an assortment that is inclusive.” Those items were made available in 350 of Target’s 1,868 U.S. stores.
A perfect score of 100 on the Human Rights Campaign’s 2019 Corporate Equality Index and “presenting partnership” status with GLAAD’s Spirit Day—described by the Gay & Lesbian Alliance Against Defamation as “the world’s largest and most visible LGBTQ anti-bullying-campaign”— are among demonstrations of solidarity touted by Target, which also made a $100,000 Pride month contribution to GLSEN (the Gay, Lesbian and Straight Education Network), and said that in 2019, Target team members would “be on tap to volunteer at more than 30 Pride events across the country, including this year’s World Pride in New York City.”
In a case of funding Peter by shortchanging Paul, Evans notes, “This year, Target didn’t advertise at all” with the print publications he represents—a stark departure from their Pride month advertising of the past. “But I did notice they were a World Pride Stonewall 50 Platinum sponsor. I think this year, a lot of people’s budgets went to that.”
Attempts to engage Target on the local level have been unsuccessful, says Mark Segal, publisher of the Philadelphia Gay News, a member of the National LGBT Media Association.
“We’ve reached out to them on numerous occasions, and the response has been zero,” says Segal. “They have a store very close to the gayborhood here. I also see them advertising in neighborhood and community newspapers in Philadelphia, so you could say they are, at the very least, ignoring our community.”
Community engagement, says Segal, pays dividends. “Various companies in the Philadelphia area that advertise with us and make their presence known feel the strength of the LGBT market coming into their doors,” he notes. “We hear this by their reps calling us and telling us that, or about a congratulatory letter written from an LGBT customer.”
Less impressive was the response to the outreach of PGN senior advertising media consultant Joe Bean, who has 23 years of experience in media sales and says he’s “used to going for big accounts.” Bean noticed the then-new local Target was placing recruitment ads in “all the other papers similar to ours in circulation,” including the local Spanish language publication.
“I kept calling and calling,” Bean recalls. “I got to the person who had jurisdiction over recruitment, who didn’t have to go through corporate in Minneapolis. But my efforts fell on deaf ears. They should be encompassing everyone, especially in a city like Philadelphia, which has a large LGBTQ footprint.”
For Evans, despite gains, “There is a lot of misinformation out there,” on the part of corporate buyers.
“The media habits of other niche markets differ drastically than that of the LGBT shopper, yet many corporations are using the same formula,” says Evans. “Digital is king in Hispanic media, and for the African-American market, it’s mobile. LGBTs, we use our phones for breaking news and for finding Mr. Right or Mr. Right now, but almost all digital and editorial news content comes from the print product. Face it. There is no Telemundo for the gays. There is no CNN for our people. They go local. It’s all about trust.”
Real Estate
Tips for buying a house in Rehoboth Beach
And why it’s a great fit for the LGBTQ community
If you’ve ever dreamed of owning a charming beach house where flip-flops are considered formalwear and sunsets are your daily entertainment, Rehoboth Beach, Del., might just be your dream come true. It’s not just a beautiful coastal town—it’s also a long celebrated safe haven and vibrant hub for the LGBTQ community. Let’s dive into why Rehoboth Beach is a fabulous choice and how to make a savvy beach house purchase.
Why Rehoboth Is a Vibe (especially for the LGBTQ community)
1. A Welcoming, Inclusive Community
Rehoboth Beach has been lovingly nicknamed the “Nation’s Summer Capital,” and it’s not just because of its proximity to D.C. For decades, Rehoboth has built a reputation as a warm, inclusive, and LGBTQ-friendly destination. From gay-owned businesses to LGBTQ events and nightlife, this is a town where you can truly be yourself.
2. Packed Social Calendar
Poodle Beach, the LGBTQ beach hangout just south of the boardwalk, is always buzzing in the summer. Events like Rehoboth Beach Bear Weekend, Women’s FEST, and CAMP Rehoboth’s myriad of social and wellness events bring people together all year round. That’s right—you’ll never be bored here unless you want to be.
3. Small Town Charm Meets Big City Culture
You get art galleries, drag brunches, live theater, eclectic cuisine, and adorable boutiques—basically everything your soul craves—without the chaos and crowds of major cities. It’s quaint but never boring. Think: Key West vibes with a Delaware zip code.
Tips for Buying Your Dream Beach House
1. Know Your Budget and Think Long Term. Beachfront and near-beach properties come at a premium. Expect to pay a bit more for proximity to the sand and ocean views.
2. Choose Your Neighborhood Wisely. Do you want to be walking distance from the action on the boardwalk? Or do you prefer something more secluded in areas like North Shores or Henlopen Acres?
3. Rental Potential. If you’re not living there full time, your beach house could work overtime as a vacation rental. Rehoboth Beach has a healthy short-term rental market, especially in peak summer. Often times LGBTQ travelers actively seek inclusive, affirming places to stay.
4. Weather the Weather. Like all coastal areas, Rehoboth comes with a side of salt air and occasional storms. Invest in a good home inspection, especially for older homes, and be prepared for the maintenance that comes with beachfront living (yes, that includes sand everywhere).
5. Work With a Local Real Estate Agent. Look for an agent who knows Rehoboth inside and out and understands the unique needs of LGBTQ buyers. This isn’t just a house — it’s your happy place. You want someone who sees that and says, “Let’s find your sanctuary.”
Buying a beach house in Rehoboth Beach isn’t just about real estate — it’s about finding a space that reflects your lifestyle, values, and need for both community and calm. Whether it becomes your full-time home, your weekend escape, or your Airbnb side hustle, Rehoboth welcomes you with open arms (and maybe a mimosa).
Want personalized tips on navigating the Rehoboth Beach real estate market? Let’s chat! I’ll bring the listings if you bring the sunscreen.
Justin Noble is a Realtor with The Burns & Noble Group with Sotheby’s International Realty, licensed in D.C., Maryland, and Delaware. Reach him at [email protected] or 202-234-3344.
Real Estate
Impact of federal gov’t RIF on D.C.’s rental market
A seismic economic change for local property owners
In a move that could redefine the federal government workforce and reshape the economic fabric of Washington, D.C., President Donald Trump has announced his intentions to significantly reduce federal government spending as well as the number of people the federal government employs.
Calling the federal bureaucracy “bloated” and “out of control,” Trump has repeatedly expressed his desire to cut thousands of federal jobs. While these cuts align with his long-standing push to “drain the swamp,” they come with potential and real collateral damage, especially for landlords in the D.C. area who have relied on government employees as some of their most reliable and long-term tenants.
The potential reduction of thousands of jobs in a city built around government work is not just a political shift—it’s a seismic economic change for the city government as well as for local property owners who have invested in the predictability of a near-constant demand for workers in the federal government agencies, government contractors and the economic ecosystem they sustain.
For landlords, government workers have represented ideal tenants: strong income, long-term leases, and responsible rental histories. Now, that foundation is being shaken in a battle by the Administration against a workforce which is the backbone of the Washington area’s overall economy, and especially its rental market.
With uncertainty looming, landlords are left in a difficult position. If widespread layoffs come to fruition, rental vacancies could spike, rental prices would drop, and previously secure investment properties might become financial liabilities. The sudden shift forces landlords to consider their next moves: how to support tenants facing job losses, how to adapt to a changing market, and how to ensure their own financial stability amid the uncertainty.
For D.C. landlords, this isn’t just about policy shifts or budget cuts, it’s about economic livelihood. The challenge ahead isn’t about just reacting to change, but proactively preparing for it, ensuring they can weather the storm of political maneuvering.
Potential Consequences for D.C. Landlords
- 1. Increased Risk of Non-Payment of Rent
- Job losses may lead to late or missed rent payments
- As affected tenants struggle financially, they may ask to break their lease to live elsewhere or even move out of the region
- Eviction lawsuits may rise, leading to a long and expensive process for landlords, all while not being able to rent their property to paying tenants.
- 2. Higher Vacancy Rates
- If many government employees leave the D.C. region in search of work elsewhere, the rental demand could decline significantly
- Rental properties may sit empty longer, requiring landlords to lower rents to attract new tenants and creating even more financial loss
3. More Competition from Other Landlords
- As many more units are vacant on the market, all competing for the same pool of potential tenants, older and smaller rentals, and those located further out from the core of the city will all struggle to find quality renters.
- Landlords will need to offer other ways to attract and retain tenants, such as incentives, which could quickly overwhelm the finances of smaller landlords who cannot keep up.
Proactive Strategies for Landlords
To mitigate risks and ensure future rental success, landlords should consider these defensive measures:
1. Strengthen Tenant Relationships and Communication
- Encourage tenants to communicate if they anticipate financial hardship due to job loss.
- Work out temporary payment plans or partial payments to prevent full non-payment or eviction.
- Provide guidance on rental assistance programs available in D.C.
2. Offer Flexible Lease Terms
- Consider shorter-term leases than a full 12-month term to accommodate the needs of tenants who may be uncertain about their long-term employment status.
- Offer lease renewals at the same rent amount to keep stable tenants and avoid turnover
3. Diversify Tenant Base
- If a large portion of tenants are government workers, a landlord may want to market to a broader audience or professionals in private industries.
- Advertise on platforms that cater to diverse tenant pools, including students and international workers.
4. Adjust Screening Criteria Thoughtfully
- While it’s important to ensure financial stability, consider creditworthiness, assets, and rental history rather than just employment status.
- Consider alternative income sources, like family members assisting, part-time work or freelance gigs.
5. Protect Cash Flow with Rent Guarantee Options
- Explore rental insurance policies or rent guarantee services to cover losses in case of non-payment.
- Consider co-signers or guarantors on leases for new tenants in vulnerable industries, just in case.
6. Adjust Rental Pricing to Stay Competitive
- Monitor the D.C. rental market and adjust pricing accordingly to attract new tenants.
- Consider offering move-in incentives as a way to stand out. Be creative! Sometimes things you can offer are different and may catch someone’s eye
Long-Term Planning for Rental Success
- Build reserves to cover expenses during potential vacancies or rent shortfalls.
- Invest in property upgrades to make rentals more attractive to a broader audience, such as young professionals or remote workers.
- Consider diversifying property holdings to include areas that are less reliant on government employment.
By taking proactive steps, landlords can safeguard their investments while supporting tenants through economic uncertainty, ultimately leading to a more stable and resilient rental business.
Scott Bloom is owner and senior property manager at Columbia Property Management. For more information, visit ColumbiaPM.com.
As the spring market hits its stride, we are beginning to see more inventory and an increase in days on the market in parts of the DMV. This may result in professional home inspections becoming routine parts of contract offers again. A thorough home inspection can help catch safety issues early and is an opportunity to learn about the operation and maintenance of items in your home.
Pay attention to flickering lights, frequently tripped breakers, and discolored outlets—these are signs of potential electrical hazards. Outdated wiring, overloaded outlets, and faulty appliances can lead to electrical fires.
Structural issues are often overlooked until it’s too late. Crumbling foundations, weak or damaged stairs, loose railings, and uneven flooring can cause trips and falls. Water damage from leaks or flooding can weaken the integrity of floors and walls, creating a risk of collapse.
Toxic chemicals can pose serious threats to health and safety, often without obvious warning signs. Understanding and addressing these risks is crucial for maintaining a safe living environment for you and your loved ones.
Household products such as cleaners, pesticides, air fresheners, and even cosmetics can emit volatile organic compounds (VOCs). These compounds, when inhaled regularly, can cause a range of health issues including headaches, respiratory problems, hormonal disruptions, and in some cases, even cancer. To minimize these risks, homeowners should opt for low-VOC or VOC-free products, ventilate regularly, and consider investing in an air purifier.
Formaldehyde is another common toxin found in pressed wood products, insulation, and certain paints. Long-term exposure can lead to chronic respiratory problems and has been linked to cancer.
Radon gas, another possible carcinogen, is prevalent in the DMV. Your home inspector can do a radon test or there are DIY kits available at many hardware stores. If levels are above EPA standards, a professional remediation firm can install a system that extracts the radon and vents it safely outdoors.
Carbon monoxide (CO), a colorless, odorless gas, is produced by gas stoves, heaters, and fireplaces. Exposure can lead to headaches, dizziness, nausea, and even death. Install CO detectors near bedrooms and ensure that all fuel-burning appliances are properly maintained and ventilated.
Additionally, older homes may still contain asbestos in insulation, floor tiles, or roofing materials. If disturbed, asbestos fibers can become airborne and are highly dangerous when inhaled, leading to serious diseases such as mesothelioma, so when renovating an older home, it’s critical to have materials tested for asbestos before beginning work.
Mold and mildew thrive in damp, poorly ventilated areas such as bathrooms, basements, and around leaky pipes. While some molds are harmless, others can cause allergic reactions or respiratory problems and aggravate conditions such as asthma. Black mold (Stachybotrys chartarum) is notorious for producing mycotoxins that may lead to severe health issues.
Signs of mold include musty odors, visible growth on walls or ceilings, and excessive humidity. Preventing mold growth requires controlling moisture levels—using dehumidifiers and vapor barriers, fixing leaks promptly, and ensuring adequate ventilation. Professional mold remediation may be necessary for severe infestations.
Though banned in residential paints in 1978, lead-based paint still exists in millions of older homes. Lead exposure is especially dangerous for children, causing developmental delays, learning difficulties, and behavioral issues. Adults are not immune – lead can lead to high blood pressure, kidney damage, and reproductive problems.
Even dust from deteriorating lead-based paint can be hazardous. The EPA recommends professional lead testing for any home built before 1978, especially if renovations are planned. Certified abatement professionals can safely remove or encapsulate lead paint.
Improper use of heating equipment, fireplaces, unattended candles, and cooking accidents are common sources of home fires. Smoke alarms and fire extinguishers are essential for early detection and response. Test smoke detectors monthly and change batteries at least once a year.
Homes that are safe for adults may not be safe for children or pets. Small objects, unsecured cabinets, toxic plants, and open staircases can pose significant risks. Childproofing measures such as outlet covers, safety gates, and cabinet locks, along with safe storage of chemicals and medications, are essential precautions.
The good news is that many of these risks can be mitigated with awareness and action. Here are a few simple steps to enhance home safety:
• Conduct a thorough safety audit using checklists available online.
• Ensure proper ventilation to reduce indoor air pollutants.
• Regularly check for leaks and signs of water damage.
• Keep cleaning and chemical products out of reach of children.
• Educate all household members about emergency procedures, including fire escapes and first aid.
Our homes should protect us, not pose threats to our well-being. By identifying and addressing these toxic and unsafe issues, we can transform our living spaces into truly safe havens.
Valerie M. Blake is a licensed Associate Broker in D.C., Maryland, and Virginia with RLAH @properties. Call or text her at 202-246-8602, email her via DCHomeQuest.com, or follow her on Facebook at TheRealst8ofAffairs.
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Comings & Goings
WorldPride events round-up
