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Target hits the LGBT market, with much-improved aim

Some praise retailer for Pride month support; others want local commitment

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Target, gay news, Washington Blade
A Target contingent in D.C.’s Capital Pride parade. (Photo courtesy Target)

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.”

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Real Estate

Under-the-radar Delaware beach towns smart buyers are targeting

There are other options if Rehoboth prices are scaring you off

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If you want to escape the crowds and nightlife scene of Rehoboth Beach, Sussex County offers plenty of options. (Blade file photo by Daniel Truitt)

Look, we love Rehoboth. We will always love Rehoboth. Queer folks have been flocking there since the 1940s, and with scores of LGBTQ-owned businesses and a Pride calendar packed tighter than the boardwalk in July, “Rehomo” earned its crown fair and square.

But let’s be honest with each other: trying to buy property there right now feels a lot like trying to get a reservation at the one good restaurant in town on a Saturday in August. Everyone wants in, inventory is tighter than your swim trunks after Labor Day brunch, and the prices have officially entered “are you kidding me” territory.

So here’s a thought: What if you didn’t fight the crowd? What if, instead, you let Rehoboth keep doing its glorious, chaotic, glitter-bomb thing and you quietly built your beach life 15 minutes away for considerably less drama and considerably more square footage? Here are four towns ready for their close-up.

Lewes: The Charming Overachiever

Lewes is what happens when a beach town actually has its life together. Historic charm, walkability, proximity to Cape Henlopen State Park, less crowding, and a strong year-round community. Unlike towns that turn into ghost towns after Labor Day, Lewes maintains a real community all year long, which is more than we can say for some situationships.

And right now, the market is practically begging you to make a move. It’s one of the most desirable and stable markets in the county — built for buyers thinking long-term, not flippers, and Sussex County overall has flipped into genuine buyer’s market territory for the first time in years. Translation: you finally get to be the one with leverage. 

Bethany Beach: My Personal Pick

Full disclosure: I own in Bethany. So consider this section a little biased — and also the most honest thing I’ll tell you in this whole article.

When I drive down from D.C., I’m not looking for more of D.C. I love this city, but I also love leaving it — and yes, some of the people in it too (you know who you are, and so do I). Bethany gives me that full exhale. It’s quiet in the way that actually means something: fewer crowds, slower mornings, a soundtrack that’s mostly waves instead of nightlife. It leans hard into its “quiet resort” reputation, with low property taxes and a limited geographic footprint, and it is not the least bit sorry about it. 

But quiet doesn’t mean isolated. I’ve got a genuinely excellent food scene nearby, real shopping, and a string of charming neighboring beach towns — and when I do want a taste of Rehoboth’s energy, it’s a short, easy drive away. I get to choose my dose of chaos instead of living inside it.

And here’s the part that matters most for this article: the price. If you’ve looked at Rehoboth listings and quietly closed the tab in despair, I need you to hear this — you can absolutely afford a beach house. It just doesn’t have to be in Rehoboth. Bethany’s average home value sits around $848,592, which is still real money, no question — but it buys you more house, more land, and more peace than the same budget gets you closer to the boardwalk. Bethany is welcoming too, just without Rehoboth’s decades of built-in queer institutional history — and for plenty of us, that trade-off is more than worth it. 

Fenwick Island: Small Town, Big Flex

Fenwick rarely gets mentioned and, frankly, it should be insulted. It’s tiny, it’s quiet, and it has beach access without the carnival energy. The market data tends to lump it in with Bethany, where single-family oceanfront homes clear $1 million while entry-level condos start in the $600s — proof that “under-the-radar” doesn’t mean “bargain bin,” it means “fewer people fighting you for it.” 

South Bethany: For the Boat Gays

Some of us want sand between our toes. Others want a private dock and a boat named something deeply unserious. South Bethany’s canal communities are built for the latter — water access on both sides, fewer crowds, and a lifestyle that says, “I have a captain’s hat and I am not afraid to wear it.”

The Math Works in Your Favor Now

Here’s the part that should really get your attention: Sussex County’s median sold price has dropped to $440,000, down 3.3% year-over-year, and buyers are routinely closing around 88 cents on the dollar compared to asking price. That’s a far cry from the unhinged bidding wars of 2021 and 2022, when overpaying was basically a competitive sport. Inventory across the county sits at nearly 2,500 active listings — the most of any county in Delaware, meaning you actually get to be picky for once. Revolutionary, we know. 

And no, choosing one of these towns doesn’t mean leaving your people behind. Sussex Pride serves the entire county, not just Rehoboth proper, and CAMP Rehoboth’s resources extend well beyond town limits too. You’re not exiling yourself to the suburbs of queerness — you’re just getting a bigger kitchen, a quieter porch, and a much shorter line for the bathroom. 

Add in the fact that Delaware has no estate tax and some of the lowest property taxes around, savings that genuinely add up over a retirement horizon, and the case writes itself. Rehoboth will always be the beating, sequined heart of queer beach culture in Delaware. But if you’ve been telling yourself a beach house isn’t in the cards — I’m here to tell you it absolutely is. It just might be 15 minutes south, with your own quiet porch, your own salt air, and considerably more room to breathe. 

Have a real estate question or Rehoboth market tip? Reach out to [email protected] for LGBTQ-friendly real estate resources in the Rehoboth area.


Justin Noble is a Realtor licensed in D.C., Maryland, and Delaware with Monument Sotheby’s International Realty. Reach him at [email protected] or 302-897-7499.

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Real Estate

‘Culture eats strategy for breakfast’

Real estate agents must adapt, learn how to manage from within

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A real estate agent is contractually bound to act on their client’s behalf. (Photo by Andy Dean Photography/Bigstock)

“Culture Eats Strategy for Breakfast” was a phrase often repeated in many of my management courses from the University of Illinois. The concept was discussed at length – how the best laid plans can sometimes be supported or derailed by the culture of the people involved in whichever project to be implemented. Whether it be a project to implement new software, roll out a new product or service, or just reaching a sales target, the way the team involved works together can indeed affect the outcome.  

Perhaps this is just another way to say, “teamwork makes the dream work!” Most teams usually have someone who is designated as a leader. The leader can try to lead through authority and control or can alternatively try to lead through influence and encouraging a more collective framework for solving problems.  

Why does this matter when picking the right real estate agent or team to work with? Besides having a job as a salesperson for the brokerage, the real estate agent is contractually bound to act on their client’s behalf. The buyer broker agreement is in place so that the agent and the client can work together as a team in communications regarding offer strategy, during negotiations, implementing marketing plans, as well as selecting which renovations or upgrades to choose before selling a property.  After the property goes under contract, the job isn’t “done”.  There is still work to do.  

At this point, the agents then turn into a project manager of sorts – coordinating communications between the lending team, the title attorneys, the other client’s agents, any governmental agencies that could be involved in down payment assistance or helping to clear a property for a sale, and often times groups like a condo board, a home inspector, or contractors when arranging repairs and estimates before a final walk through. 

In short, the agent takes on somewhat of a “leadership role” in the transaction and ensures that all the ducks stay in a row until the project is complete.  That agent will hopefully be very fluid and forthcoming with their information, copying the required parties on all communications and creating a “paper trail” of who said what or didn’t offer to fix A, B, or C, so that all the minutiae of the contract can be addressed and fulfilled before the settlement date.  The agent often must wear many hats and quickly learn the communication styles of an entire new set of people in a short period.  One person may not return calls for a week after being contacted.  Another person may go on vacation at the beginning of the process and not return emails for two weeks.  Another person may wish to have daily updates of the progress of the process. 

In this way – an agent quickly learns in each transaction that “culture can eat strategy for breakfast.” Because the agent must adapt to a wide variety of communication styles, learn how to “manage from within”, build support for closing the project by the due date, and somehow keep all the interested parties invested, engaged, and responsive.  

Who you work with matters when picking the right person to represent you in your next transaction – so, just remember that “teamwork makes the dream work!”


Joseph Hudson is a referral agent with RLAH. Reach him at 703-587-0597 or [email protected].

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Real Estate

Does Pride decor resemble Trump’s design aesthetic?

Glitter, gold, and rejecting the idea that a home should be understated

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Trump’s White House decor features an astonishing amount of tacky gold leaf. (White House photo public domain)

Interior design is often a balancing act between taste, personality, and restraint. Sometimes, however, restraint leaves the building entirely. Such is the case when the colorful exuberance of gay Pride-inspired decorating collides with the famously excessive decorating style associated with the current occupant of the White House. The result can be a fascinating study in maximalism, spectacle, and unapologetic visual overload.

Donald Trump’s personal decorating style has long been a subject of debate among designers and critics. Admirers see luxury and grandeur. Critics see something else: a dizzying display of gold leaf, marble, mirrors, crystal, and oversized furnishings that often crosses the line from elegant into what many designers would call tacky. More is rarely enough. If one chandelier sparkles, three are better. If a room has gold accents, why not make every available surface gold? (See Oval Office and ballroom rendition for details.)

In many ways, this excess shares common ground with certain Pride celebrations. Pride has never been about blending into the background. It celebrates visibility, self-expression, individuality, and joy. Rainbow colors, dramatic costumes, glitter, flamboyant artwork, and bold statements have long been part of Pride culture. Yet there is an important difference. Pride’s extravagance is often playful, self-aware, and rooted in personal expression, while Trump’s aesthetic has frequently been criticized for equating luxury with sheer quantity and visual intensity.

Combining these influences creates an interior that could best be described as “glamorous chaos.”

Imagine entering a living room in which gold-trimmed mirrors stretch from floor to ceiling. Crystal chandeliers hang above a bright rainbow velvet sectional. Marble floors gleam beneath metallic furniture that appears determined to reflect every available light source. Pride flags become framed artwork surrounded by ornate gold moldings. A room designed this way doesn’t whisper. It shouts.

Color is central to the concept. Pride-inspired interiors often embrace the full spectrum of colors. Trump’s style, meanwhile, traditionally favors cream, gold, black, and glossy finishes. Combining them means introducing vivid jewel tones against a backdrop of faux-palatial luxury. Emerald green chairs, ruby-red draperies, sapphire-blue accent walls, and gold-trimmed furniture can coexist in a way that feels deliberately theatrical.

The key word is theatrical.

Many professional designers spend years learning how to create visual balance. A Pride-meets-Trump interior intentionally ignores many of those rules. Pattern competes with pattern. Shine competes with shine. Artwork competes with furniture. The eye rarely gets a chance to rest. For some homeowners, that sounds exhausting. For others, it sounds like the perfect party.

Lighting offers another opportunity to embrace excess. Crystal chandeliers, mirrored lamps, illuminated shelves, and color-changing LED lighting can transform a room into something resembling a cross between a luxury hotel lobby and a Pride festival. The goal is not subtlety. The goal is spectacle.

A dining room inspired by this combination might feature a massive glass table, gold dining chairs, rainbow floral arrangements, mirrored walls, and enough crystal accessories to keep a polishing cloth busy year-round. Critics would call it gaudy. Fans would call it fabulous.

Artwork becomes particularly important. Pride-themed pieces featuring LGBTQ+ history, activism, and culture can provide meaning beneath the decorative excess. Without these personal and cultural elements, the room risks becoming little more than a collection of expensive looking, but not necessarily expensive, objects. Pride design can work best when it reflects identity and community rather than simply displaying color for color’s sake.

While normally a haven for restful sleep, bedrooms can take a similar approach. Plush velvet fabrics, oversized tufted headboards, metallic and mirrored finishes, colorful accent lighting, and dramatic artwork create a space that feels more like a boutique hotel suite than a traditional bedroom. Again, the challenge is avoiding the temptation to add one more decorative element to an already crowded visual landscape.

What makes this design combination interesting is that both aesthetics reject the idea that a home should be understated. Both embrace visibility. Both invite attention. Both encourage occupants to take up space unapologetically. Yet where Pride design often celebrates authenticity and self-expression, Trump’s decorating style is frequently criticized for prioritizing conspicuous luxury over cohesion and refinement.

The result is an interior style that many people would consider delightfully outrageous and others would consider a decorating nightmare. Either way, nobody is likely to forget it.

In the end, a Pride-inspired interpretation of Donald Trump’s famously over-the-top aesthetic would be colorful, glittering, excessive, and impossible to ignore. It would break nearly every rule of minimalist design while embracing the philosophy that if something is worth doing, it is worth overdoing. Whether one sees that as fabulous or tacky may depend entirely on how much gold leaf and rainbow velvet one can tolerate in a single room.


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 at [email protected] or follow her on Facebook at TheRealst8ofAffairs.

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