A California Supreme Court ruling on Wednesday clears the way for gay marriage ceremonies that could bring a business windfall to San Francisco and other cities starting this month.
“The economic impacts will be huge,” said David Paisley, a senior projects manager at Community Marketing Inc.
Estimates suggest that gay weddings will pump $684 million into the California economy in three years, said Lee Badgett, research director of the Institute on Sexual Orientation, Law & Public Policy at the University of California, Los Angeles.
“I think you’re going to see tens of thousands of couples and their families descend on San Francisco,” Mayor Gavin Newsom said. “People are looking at this as an opportunity to come and support their families, their partners and also the city’s economy.
Strategies for wooing the market include a “Marriage For All” campaign to coincide with the Gay Pride Parade, which will fill city streets with more than 1 million spectators in late June.
Headlines have already caused a spike in traffic at Gayweddings.com, which helps users find gay-friendly vendors and resources, said company president Kathryn Hamm. In May, traffic on its vendor’s page was up 38 percent over last year.
Joie de Vivre, a boutique hotel company with 37 facilities in California, is planning honeymoon packages that will appeal to gay clients.
Chasing this opportunity capitalizes on two trends — destination weddings and gay tourism, a lucrative market because same-sex couples often share two paychecks without children, leaving more disposable income for travel and luxury, Paisley said.
Another reason to push the marketing now is that gay marriage may not be legal for long. In November, California voters will decide whether to amend the state constitution to limit marriage to unions between a man and a woman.