GREENFIELD — In the lead-up to next month’s Pride parade and rally, local businesses and organizations are promoting or raising money for the annual celebration of the LGBTQ community.

“It’s been really nice to see other businesses wanting to celebrate Pride, asking what they can do,” said Jake Krain, a board member of Franklin County Pride, the nonprofit that organizes the annual Pride parade and rally. “They’re not necessarily fundraisers for Franklin County Pride, but they’re still businesses creating space for Pride to happen.”

Last month, Hawks & Reed Performing Arts Center in Greenfield hosted a Pride fundraiser with the band Lucky Soul. On Sunday, May 21, Four Phantoms Brewing Co. will host its second air curling tournament, with 100% of proceeds benefiting Franklin County Pride. Entry is $10 per person and winners will receive a trophy.

Director of Taproom Operations Ryan Cadrette said the last curling tournament hosted by Four Phantoms had 12 participants, but he is hoping for more participation this weekend given the addition of the Ginger Love Cafe food truck and drag emcee Ivanna. People can sign up by emailing Cadrette at ryan.fourphantoms@gmail.com.

Cadrette said at drag trivia last month, the taproom at 301 Wells St. raised $130 for Pride by donating $1 per pint, and an additional $49 in direct donations from attendees.

“That money helps us to put on the Pride parade,” Krain said, noting costs include entertainment, permitting, safety details, water stations, trash disposal and American Sign Language interpreters. “All of those things are essential to making the parade and rally happen.”

Other businesses that are hosting Pride-related events or selling Pride merchandise include the Garden Cinemas, Baked, 10Forward and Federal Street Books, according to Krain. Champion sponsors include Greenfield Savings Bank, Greenfield Cooperative Bank, Massachusetts Cultural Council and M&T Bank.

According to Krain, the Franklin County Pride parade and rally will take place on Saturday, June 10, in downtown Greenfield. Beginning at noon at the Greenfield Middle School and ending at Energy Park, where a rally will follow, the Pride parade is expected to include close to 60 groups and individuals That’s compared to 40 last year, he said.

“That visibility is so important,” Krain said. “It’s showing up for our LGBTQIA community and saying, ‘We’re here, we’re together and we’re not alone.’”

Speakers at the rally, which will take place at Energy Park from 1 to 3:30 p.m., include Sen. Jo Comerford, D-Northampton, and U.S. Rep. Jim McGovern. Musician Zoe Lewis will headline the event, with drag performances by Mz.October and Boxxa Vine. The rally will also include more than 20 vendors representing local organizations, businesses and artisans.

“We’re really excited about this,” Krain said. “This is going to be a big year.”

In light of recent anti-trans and anti-drag legislation, “it’s so important to show our community that we’re here and we’re thriving, and we’re going to fight like hell. We’re not going to be silent.” In fact, the theme for June’s event, Krain said, is “united.”

“It’s really important to show queer joy,” Krain said. “Our celebration, in itself, is a protest.”

Though the event will look similar to past years, one difference comes in recognition of the theme of unity. The logo, which previously depicted Poet’s Seat Tower behind the word “Pride” in rainbow font, was revised to be a rainbow map of the county.

“We’re really trying to include all of Franklin County,” Krain said. “And these businesses doing events around the community — it’s not just in Greenfield that we want to celebrate Pride, it’s all of Franklin County.”

Reporter Mary Byrne can be reached at mbyrne@recorder.com or 413-930-4429. Twitter: @MaryEByrne.

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