ATLANTA — Atlanta’s Pride festival and parade kicks off this weekend amid a political climate in Georgia that has been challenging to LGBTQ rights.
At Piedmont Park, scores of businesses were setting up Friday for the Pride festival – many with big names and deep pockets.
Yet, festival-goers may be more drawn to the wine vendor called Cupcake Vineyards, also setting up Friday and girding to ride a flashy yellow float in Sunday's parade.
"A little glass of wine makes everybody happy," said Erik Peterson of Cupcake Vineyards.
He is mindful that earlier this year, conservatives boycotted Anheuser Busch after they said the company’s Bud Light brand got too cozy with a transgender influencer.
Around the same time, Georgia Republicans led a controversial move to strip some medical choices from the parents of transgender children. The festival’s director says those controversies have actually driven some sponsors to be even more supportive.
"Yeah, anecdotally, many folks are particularly excited this year to demonstrate their support their solidarity and their commitment to the LGBTQ+ community this year," said Chris McCain, the festival's executive director.
And festival-goers, like Glenn Griffith, are expected to take notice.
"You always want to support (sponsors) if you can. Because they’re supporting you," said Griffith, a Midtown resident.
Backers say Pride is less about politics than it is about supporting a community that has shown decades of resilience.
"I love the energy here," Peterson said. "And it's just a lot of mutual respect and a lot of creativity so - I don’t even think politically. (I'm) just someone with a glass-half-full attitude, embracing everybody."
Pride expects 300,000 people to show up.