Same-Sex Marriage three-part Series - Part oneBy Meghan Ely, OFD Consulting, Richmond, Va.
The following is the first article in a three part series on same-sex marriage, both culturally and politically and within the wedding industry.The landscape of weddings is forever changing, as movement toward legal and social acceptance of same-sex marriages sweeps the United States and promises to, ultimately, dominate the globe. Wedding professionals are more likely today than ever before to encounter prospective clients seeking services for their same-sex unions, whether for first-time legal ceremonies, second weddings affirming previous vows, new expressions of commitment, or other forms of devotion and recognition. Experts foresee certain expansion of this powerful and lucrative market, and savvy wedding professionals are taking steps now to prepare.
 Gay-marriage has lengthy historyThe history of gay weddings is considerably longer than most wedding professionals may be aware. According to Kathryn Hamm, president of www.GayWeddings.com, most people assume gay weddings began with the legalization of same-sex marriage in Massachusetts in the United States. However, the first notable gay marriage protest occurred in New York in the 1970s, and over the last century, same sex couples have made private commitments, both spoken and unspoken, to one another worldwide. As the community has become more visible and accepted, so, too, has its relationship.Hamm, whose own non-legal ceremony in 1999 was a first for many of her guests (both gay and straight), adds that the first major marriage battle in the United States occurred in Hawaii in the 1990s, but momentum began to grow when Vermont passed civil unions in 2000. Massachusetts was the first state to legalize marriage equality in 2004. Many states responded by amending their constitutions to define marriage as “between one man and one woman” in a backlash against the Massachusetts decision. However, awareness was raised despite protests, and change became inevitable.While the United States continues to see change on a regional basis, sixteen countries internationally now recognize same-sex marriage according to FreedomtoMarry.org, with more countries offering spousal rights or other protections to couples.Sweeping changes have opened new industry marketAt the time of writing this article, 17 states in the United States allow freedom to marry for same-sex couples.  Others offer civil unions or broad domestic partnerships, while still others feature specifically anti-gay legislation. The year 2013 was a monumental one for marriage equality. The impact on the wedding industry is expected to be significant as well. The Association of Bridal Consultants President, David M. Wood, suggests that “with the legalization of gay marriage in several states, the market and budgets for these weddings has dramatically expanded.”  This changing environment makes it imperative for wedding professionals to seek a better understanding of the needs of gay couples, taking into account their history as well as their priorities for the future.The results of a recent reader poll by Wedding Planner Magazine confirm Woods’ analysis of the increasing importance of gay weddings in the industry. More than half report that they live in a state or country that recognizes marriage equality legally, while nearly 73 percent currently plan or provide wedding services for same-sex weddings.While gay weddings are an emerging market, wedding professionals are quickly acknowledging the unique marketing needs and opportunities the niche demands.  Online opportunities to promote services 
to gay couples include resources like www.WeddingWire.com and 
www.GayWeddings.com, both of which permit professionals to indicate in their vendor profiles that they service same-sex weddings, civil unions, and commitment ceremonies. Wedding industry providers can also participate in LGBTQ Bridal Shows, available in many markets and expected to expand to many more.Still, more than a quarter of the respondents to the Wedding Planner Magazine survey indicated a need for more education about gay weddings, promoting services to same sex couples, and how to best serve this important market.Marketing to gay couples requires seeing anewDiane York, of Diane York Weddings and Events, Inc., in Portland, Maine, has marketed to gay couples for years. She emphasizes the importance of presenting one's business as “gay-friendly” and optimizing Internet search terms to ensure that gay couples find one’s site easily. “Contact gay wedding resource websites to create a presence in the market,” suggests York.Hamm of www.GayWeddings.com recommends “evaluating your coffee table” for the presence of marketing materials that use inclusive language, such as “engaged couples” in place of “brides and grooms” and feature images of the many types of clients served, including photos of same-sex partners. Your first impression across all media should be neutral and inclusive. Referrals from your previous same-sex clients are powerful tools for building your presence in the market, she says.Service providers who hope to promote to the gay wedding market should also be sensitive to the reality that there is still resistance to same-sex marriage on a national level and within the industry. For every state that legally recognizes marriage equality, there are nearly three more that either limit or specifically prohibit same-sex couples from lawful union. Among wedding service professionals, there are many who cite religious and personal objections to gay marriage, and who have no interest in serving this niche.  These objections aren’t new to Saminta T. Harris, CEO and president of Perfect Party Planner, LLC. Harris is, herself, a same-sex married woman who has watched the landscape change over the past several years. She recalls both advances and setbacks in marriage equality and the wedding industry. While she has generally been treated “with great respect and without prejudice,” she has encountered churches that would not permit gay marriages and service providers unprepared for the unique needs of same-sex couples. However, her outlook for the future of gay weddings is positive, and while “there are still changes that need to be made,” she trusts that “the wedding industry will adapt as the (gay-wedding) market evolves.”The market will evolve as changes continueThe evolution of the same-sex wedding market within the broader wedding industry will continue, and if the past decade is any indication, at a breakneck pace. Truly committed wedding professionals need to dedicate resources and time to understanding the unique needs of same-sex couples, as well as the complex rules and legislation that dictate legal status and recognition. The rewards for savvy professionals will be realized both as increased market share and the personal satisfaction that comes with uniting two loving partners in the institution of marriage. ••The LegaleseWedding planners wishing to offer services to same-sex couples need to be aware of the legal issues facing their clients. Be sure to research the subject, get legal counsel regarding same-sex marriage laws in the state(s) or countries in which you plan to offer services, and encourage your clients to hire a lawyer. Here are some of the issues in the United States alone:Healthcare/medical decisions: Same-sex couples that are unable to marry in their state are faced with “a host of issues,” says Megan Wallace, Principal and Founder of Wallace Law, LLC, citing state agencies, state laws of intestacy (dying without a valid will), along with making health care and medical decisions for one another. “The obvious challenge is the lack of recognition for the family, which therefore lacks the protections afforded to opposite-sex married couples.”Estate planning and tax planning: Same-sex couples married in a state recognizing their union are now offered the same process and outcome when it comes to estate planning. Adds Wallace, “In states where there is a separate estate tax and/or an inheritance tax, the recognition of the marriage can result in significant tax savings for the surviving spouse. “Tax and jurisdiction issues: For couples marrying out-of-state but living in a state that does not recognize their union, complexities arise as couples will have to file their federal taxes jointly and their state taxes separately. Additionally, one of the biggest challenges comes if the couple decides later to divorce. As Wallace explains, "It can be incredibly challenging to find a jurisdiction that will allow you to divorce without satisfying a residency requirement."