As brands retreat from Pride, this company stepped up for visibility in rural towns

USA Today

7 days ago

World of Wonder, the Emmy-winning media company behind "RuPaul's Drag Race," has spent over three decades redefining global pop culture.
With international adaptations of Drag Race in more than 15 countries, from the U.K. and France to Brazil and the Philippines, their unapologetically queer empire spans continents. However, the company's reach goes far beyond reality TV. From producing acclaimed documentaries like "The Eyes of Tammy Faye" and "Mapplethorpe: Look at the Pictures" to launching live events such as RuPaul's DragCon, a Las Vegas residency, and the Drag Defense Fund in partnership with MTV and the ACLU, World of Wonder is no stranger to queer visibility and celebration.
Now, as many major brands retreat from LGBTQ+ sponsorships, World of Wonder co-founders Fenton Bailey and Randy Barbato are doubling down on community and connection by investing in Pride events in small towns and cities across the U.S., including Augusta, Georgia; Buffalo Grove, Illinois; and Portsmouth, New Hampshire.
"Whether it's ten people or a million, a parade moves forward," Bailey told USA TODAY. "That's what Pride is. Moving forward."
The following Q&A was edited for length and clarity.
You're known for iconic LGBTQ+ experiences in major cities. What inspired you to support smaller-town Pride parades this year?
Fenton Bailey: This year, we're seeing a big walking back of support for Pride from corporations, probably because they're afraid of the current political climate. We realized that while we don't have the reach or deep pockets of those companies, we could still make a difference. Small is beautiful, and these local Prides matter deeply.
Randy Barbato: Pride is a time to celebrate our community and our allies, but it's also a time to resist. The LGBTQ+ community is under attack, and a lot of corporate America is buckling under pressure. We felt a responsibility to step in, even in a small way, to support local Pride events.
How did you choose locations like Augusta, Buffalo Grove and Portsmouth?
FB: Big cities already get a lot of attention. But local communities, that's where people really need to feel supported. And many people at World of Wonder have ties to these towns, so it was personal.
RB: Exactly. It's a reminder that these parades are just as meaningful, if not more. These towns are where values are shaped. Love, tolerance, non-judgment – those start at home.
Do you see your involvement drawing LGBTQ+ travelers to these smaller Prides?
RB: For us, it's not about size. It's about connection. These events are incredibly intimate and powerful. If anything, I hope more people travel to these small towns to experience that kind of community. ... When one community is under threat, we all are. Pride is celebration, but also a reminder that we must keep showing up. For ourselves, and for each other.
FB: One example, we sponsored the Buffalo Grove Pride Parade, where Kahmora Hall marched. Through that event, I met a local mom who started a greeting card program for LGBTQ+ folks without family support ... I signed up to help ... That kind of connection – that's what local Pride can offer.
What message do you hope this support sends to travelers and companies?
FB: I wish more companies would show up. Just look at Budapest Pride. Even with a ban, tens of thousands marched. That same spirit of resistance is needed here. This is not the time to run and hide.
RB: It's heartbreaking to see how far we've slid. Visibility has always been at the core of what we do. And now, just being yourself is a political act. So we're going to be more ourselves than ever.
What's your most memorable Pride experience?
FB: Marching in New York (in the late '80s during the AIDS crisis), we did a "die-in" on Fifth Avenue. Lying down in silence amid the noise of a parade was powerful. It was a moment of clarity – we're here because others fought for us. We have to keep marching.
RB: I'd cosign that. Also, the first Pride I brought my kids to ... right on Hollywood Blvd. Watching them wave flags from strollers – that was unforgettable.
Any packing tips for travelers heading to Pride events?
RB: Sneakers, sunscreen, your black book, your phone – you're going to meet people – and water. Hydrate!
FB: And no weapons. The only weapon you need is love.