Befuddled by same-sex marriage? So are marketers, if a recent gay-wedding trade show in New York City is any indication. The wedding portion of a larger gay-market expo held at the Javits Center consisted of a bunch of booths decorated in red and dubbed "Love Land." About 30 vendors participated, including wedding planners, dress and tuxedo retailers, hoteliers, photographers, caterers, and a lawyer specializing in adoption. Lynn Jawitz, who owns an Upper East Side floral business called Florisan, was thrilled by the event. But despite her enthusiasm, even she admits that translating the hype into actual sales will take time. Unlike the crowd at a traditional bridal show, Jawitz observes, very few of the couples who visited her booth at the gay-wedding event seemed to be seriously considering tying the knot. The rest "looked like they were sticking their big toe in the water" or merely curious, she says. Still, the florist believes that "bringing your services to a community in need is really what business is all about," adding that she would gladly attend another trade show to underscore to gay customers that "we want your business."
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