As organizers prepare for The Big Gay Market (TBGM) holiday edition, the final days before the event are busy — but meaningful. Founded in early 2023, TBGM was created to fill a gap in queer community spaces, offering an alternative to nightlife-centered events and focusing instead on art, connection and mutual support.
“It was born out of that desire to see a weird social space outside of what you might consider a nightlife or a bar scene,” said Ashley Shaw Adams, one of the market’s co-founders. “We really wanted to create a space for queer people by queer people, centered on queer art and community.”
The market began when Shaw Adams put out a call online, asking if anyone would be interested in organizing a market together. Ollie DiPietro, now the other half of TBGM duo, was the first to respond — despite the two having never met in person.
“We were both (vending at) art markets, but had never organized our own,” Shaw Adams said. “We wanted to kind of create something new.”
Both organizers are artists themselves. Shaw Adams runs ShawPawPrints, offering original watercolor pieces alongside prints, greeting cards and stickers. DiPietro is a multidisciplinary artist who works across crochet, knitting, illustration and taxidermy, a craft he has been apprenticing in for nearly two years.
This year’s holiday market will feature around 150 vendors, up from last year’s holiday event. The two-day event blends shopping with performances and interactive activities. Friday night’s ticketed market, open to those 18 years of age and over, includes a drag show, a stamp rally, photo booths and the debut of a furry fashion show.
(Photo by Samantha Rae)
“We’re excited to be debuting (the furry fashion show)” Shaw Adams shared. “People signed up in advance to walk across the stage and show off their persona or their pet gear — whatever they want to wear.”
Santa will also make an appearance both nights, with free professional photos available Friday evening. Saturday’s market is free, all-ages and includes a mask-required shopping period from 10 a.m. to noon, a feature the organizers say will always remain a part of TBGM.
“We started out as a masked market, and we will always offer a masked component,” Shaw Adams said. “We don’t care about your reasoning. We just care about your health.”
In addition to shopping, TBGM partners with community organizations and nonprofits. This year TBGM is working with OutReach LGBT Community Center and hosting a raffle from which all proceeds will be used to support OutReach’s participants and community programs. 
Educational programming is another core element. This year’s market will host seminars on gender transition, estate planning for queer families/individuals, and the home buying process.
“It’s about offering all forms of support other than just a social event,” Shaw Adams shared.
During the holidays especially, the market aims to strengthen community bonds.
“As we all know, being queer more often than not entails that your primary family is your chosen family,” the organizer said. “We hope to offer a space where people can come and celebrate with those who will accept them no matter who they are.”
Looking ahead to the weekend, the organizer’s hopes are simple.
“I just want our attendees to have fun and feel safe and have a nice time,” Shaw Adams said.
TBGM will take place at the Alliant Energy Center, 1919 Alliant Energy Center Way, in Madison on Friday, 5-10 p.m. and Saturday, 10 a.m.-5 p.m.
Friday night tickets are $15 for general entry or $20 with drag show admission, with limited seating available. Saturday’s market is free and open to all.
“We really hope people come out,” the organizer added, “even if you’re not gift shopping—grab a little something fun for yourself. You deserve it.”
While the opportunity for sponsorships have passed, anyone interested in sponsoring any future TBGM events is asked to email [email protected] to learn more.
