ST. PETERSBURG, Fla. — As city workers build bleachers marking the path of this year's Pride Parade in downtown St. Petersburg, bars, boutiques and other businesses — gay-owned and otherwise — are already rolling out the rainbow welcome mat.

Alena Shapiro, who along with her family has owned Shapiro's Gallery for the last 20 years, says supporting the LGBT community has always been a given. This year, however, they're making sure no one has any doubt whatsoever about their support.

"We don't discriminate and I think that's so important, especially in today's days, to kind of show our support for everybody," Shapiro said. 

Just a block away, the Birchwood is also proud to be part of celebrating Pride, offering drink specials on Parade Day, for starters.

"We're going to have an awesome rainbow lounge right out front, so people can come up and enjoy that," said Birchwood special event coordinator Heather Lorenz.

But it's not all just about solidarity and support. Pride brings tremendous revenue to St. Pete businesses — after all, one of the colors on that Pride flag is green.

"Pride brings in for Pride Weekend alone $22 million to the city of St. Pete," said St. Pete Pride executive director Luke Blankenship. 

That's not to say it's all about making money this weekend — far from it. For many of these business owners, this weekend is about sharing in a 50-year-old movement, and a moment where people, much like the Pride flag, come in all colors.

"It's a great feeling, because we're fighting for rights here," Blankenship said. "And to see people put out a rainbow flag is a support for those rights."