That strategy isn't unique to New London, said Bob Witeck, a Washington-based communications consultant who has written a book on marketing to gays and lesbians. So any opportunity to bring in thousands of people who spend thousands of dollars is going to be welcomed by our businesses.' 'A lot of our businesses have struggled - this has been a tough economy and we're a traditionally economically depressed city that has been trying for many years to revitalize itself. 'These kinds of activities bring people in, and it's that foot traffic that drives local businesses, which are the backbone of our economy,' the mayor said. Rebranding itself as a lively and unique destination is one way to change that trajectory. Like other aging Northeastern cities, New London is dealing with failing schools, a fragile tax base and a central business district dotted with vacant storefronts. He settled here after meeting his husband, Todd Ledbetter, an elementary school teacher and drag performer who is a New London native.įinizio said he believes a pride festival, which OutCT hopes to host in 2014, would be 'a huge economic boon' to the city. Finizo, an attorney who grew up just over the state line in Westerly, R.I., is the city's first 'strong mayor' in decades.
