Serving Same-Sex Couples: The Real Story

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KATHRYN HAMM Publisher, GayWeddings.com

Education Expert, WeddingWire

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ANDY WHITTAKER Director, Market Insights WeddingWire

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Welcome to the 5th Webinar of 2016!

• Specifically for premium members

• Please ask questions throughout • Send your questions to ‘Organizers and Panelists’ • Questions will be answered at the end • We’ll send you a copy of the presentation this week

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Share Key Takeaways on Social Media:

@WeddingWireEDU @madebykathryn The best tweet will win a WeddingWire & GayWeddings.com Swag Bag!

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The Big Picture

#WeDo Why does today’s data matter more than yesterday’s?

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1999

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2013 Carly Fuller Photography

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May 2015

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Assumptions Peripheral Vision Service

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You MUST be inclusive to be competitive

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Assumptions (as in: try not to make them)

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The Real Story

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‘Gay-friendliness’ & ‘customer service’

outranked

‘industry experience’ in importance to the couple Picture This Photography

GayWeddings.com Survey, 2006

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SAME-SEX COUPLES

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Today’s #WeDo Couples

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ANDY WHITTAKER Director, Market Insights WeddingWire

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Between July – October 2015

96,000

same-sex couples married

45%

of all LGBT couples

$813m economic impact

Source: The Williams Institute

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SAME-SEX COUPLES avg WEDDING SPEND

$ 29,372 avg WEDDING SIZE

avg ENGAGEMENT

13 mo

100 WeddingWire Newlywed Survey, 2015

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Traditions & Trends

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SELF-IDENTIFIED SAME-SEX COUPLES WHO MARRIED IN 2014 & 2015 Remain much more comfortable breaking with traditionally defined gender roles.

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Let Love Photography

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Bri McDaniel Photography

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Ashlee Hamon Photography

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Candice Cusic Photography

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Six Hearts Photography

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Ashlee Hamon Photography

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2016

#WeDo Contemporary Couples Study

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Since 2015, The LGBTQ Experience is Changing    

emotional support from parents marrying in current state they reside proposer-proposee scenario ceremony/receptions

 city halls/simple ceremonies

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 financial support from parents  wedding spend % who pay for all/most of ceremony/reception

84%

74%

48%

LGTQ Before 2013

LGBTQ After 2015

nonLGBTQ After 2015

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MacKenzie Stewart Weddings

First dance

Derek Chad Photography

43%

Wear white

36%

Old, new, borrow, blue

35%

18% 2% 7%

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Experienced Discrimination Yes: 12% Not Sure: 13% No: 75%

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Range of Experiences Denial of services “None of the justices of the peace we contacted would perform the ceremony.�

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Range of Experiences Denial of services

Heteronormative language

“The most annoying thing is the paperwork we fill out for different vendors. It's always says bride and groom.�

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Range of Experiences Denial of services

Heteronormative language

Assumptions made

“Our jeweler assumed we were sisters getting matching engagement rings. Our dance instructor assumed we needed male partners to learn how to dance.�

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Range of Experiences Denial of services

Heteronormative language

Assumptions made

Lack of response

“We had one vendor not return our emails and we did wonder if it was related to us being a same-sex couple.�

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% Inclusivity is Important in Vendor Selection 87%

49%

LGBTQ

nonLGBTQ

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Analysis

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No Surprise: • Structural planning needs reflect assimilation • Ritual trends show variance • Legal elopements / out-of-state ceremonies in decline Bethanie Hines Photography

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Surprise!

• Stories of refusal of service • NonLGBTQ couples who value inclusion continues to rise • Millennial couples report more fear of rejection than older cohorts Tres Jolie Photography

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Peripheral Vision (go beyond your first glance)

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• 29 magazines with 49 people • 4 had ‘bride/bridal’ in the title • 5 included a bride & groom • 1 lesbian couple • 3 people of color – less than 1%

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NO ONE IS IMMUNE • From “gay-friendly” to “LGBT-friendly” to “LGBTQ –friendly.”

• Filling the gap for content that appeals to lesbian brides and gay grooms.

• Uncovering a quiet and loyal customer through our cake tops

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FROM BRIDES TO COUPLES

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Cean One Studios

#BridalRebrand

“ Wedding Pros must speak to today’s couples, not yesterday’s brides. Rebranding is never easy, but it can be done.”

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Service (relationship, relationship, relationship)

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#WeDo Intro to Best Practices

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It’s not enough to be ‘gay-friendly’ You must be ‘gay wedding competent’

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Gay Wedding Competent: • Understand who the LGBTQ community is • Understand what LGBTQ couples need • Understand how our experiences & legal options shape our choices Loic Photography

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‘Getting Your Terms…er…Straight’ LGBTQ Community:

• • • • •

LESBIAN GAY BISEXUAL TRANSGENDER QUEER

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Lyndsay Undseth Photography

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CONTRACTS & COLLATERAL

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PROJECTIONS

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WHAT TO EXPECT • Average age of same-sex couples will decrease • Relationship trajectory will look more familiar • Customer service and industry experience will be required of professionals

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WHAT TO EXPECT • Economic impact storyline will be revealed not projected • Question of religious freedom vs. civil rights will play out in court of public opinion & court of law

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Get Listed on GayWeddings.com

How to Opt-In: wed.li/GW-opt-in

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Customize Your Profile Image

Kelly Williams Photographer

Step-by-Step Guide: wed.li/GW-image

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Promote Your GayWeddings Listing

Get Your Badge: wed.li/GW-badges

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Questions?

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Thanks for Tuning In! You will be emailed a copy of the recording this week, and it will be posted in your Education tab

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