Often used to describe the purchasing power of the LGBTQI+ community, the term ‘pink dollar’ has been part of the Australian vernacular for many years. To attract the pink dollar, businesses need to establish their credentials and build relationships through supporting the LGBTQI+ community. The LGBTQI+ market values inclusion, recognition and personal relationships. The Rainbow City Festival provides a unique opportunity to demonstrate your genuine commitment, and position your business to this affluent, professional and well-educated market. You never know what you might find at the end of the rainbow!