The making of Amethyst Landing

​    Amethyst Landing was not just “gay friendly”, which in the traditional sense meant very little. We specifically marketed, advertised, and promoted to the LGBT community.  We developed an ongoing relationship with Stepping Stone, an addiction treatment center serving the LGBT community. Today, although we are still recognized as serving the LGBT community, we openly welcome “straight” men and the ratio, although fluctuating, is typically 50%-50%.  The LGBT community has been undergoing an identity crisis adding every letter in the alphabet (Q – Queer, I – Intersex, A – Asexual, + Everything besides LGBT).  In an effort to avoid a label of being “straight friendly”, our 2017 marketing campaign entitled “I AM HUMAN”, sets aside gender identity and sexuality and looks at everyone as an individual human being.  Tolerance and respect for your brother is important in the Amethyst Landing Family.  Our success in teaching tolerance between the LGBTQ+ and Straight Communities is a simple formula = Have the opposing forces live together as a (LGBTQ+S) family.  That’s not to say that daily challenges will not occur.  However, the benefits of a group of men irrespective of label G, B, T, Q, +, or S, supporting one another like brothers in a family is a heartwarming experience.