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Beyond Homophobia » Love, Marriage & Macy’s

June 10, 2008

Love, Marriage & Macy’s

Posted at 1:25 pm (Pacific Time)

The full-page Macy’s ad in the May 28th San Francisco Chronicle is evidence that the debate about marriage equality in California during the next 5 months won’t be limited to the domains of civil rights and religious doctrine. It will also be about economics.

The ad was dominated by a grayscale photo of two wedding bands, followed by a red headline. Something like this:

Wedding Rings

First comes love.
Then comes marriage.

Just another ad for a wedding registry, right? But then came the copy. It began:

And now it’s a milestone every couple in California can celebrate.
Let Macy’s Wedding Gift & Registry help you start your new life together.

* * * * *

Macy’s shrewd decision to celebrate the May 15th Supreme Court ruling reflects their judgment that marriage equality in California will mean a lot of new business. And they’re not alone. According to various news reports, wedding planners, caterers, florists, DJs, and hoteliers, just to mention a few, are anticipating a sudden influx of customers as same-sex couples plan what many never dreamed they’d have — a legal wedding.

It’s not only retailers and entrepreneurs who anticipate a windfall. The San Francisco Convention & Visitors Bureau web site now features a welcome letter from CEO Joe D’Alessandro, stating that the Bureau “wants to be among the first to wish all lesbian, gay, bisexual and transgender couples the warmest of congratulations on securing marriage rights in this hard-fought battle.” It goes on to promote San Francisco as the place to marry:

We hope you will think of San Francisco as the ideal spot to plan your perfect wedding and/or honeymoon…. [W]e want to encourage everyone to “Come Out Here” and visit the first city in the United States to perform same-sex marriages and the only state where everyone, including visitors, has the constitutional right to marry.

Even Gov. Arnold Schwarzenegger, who twice vetoed marriage equality bills passed by the legislature, saying it was up to the California courts to decide whether the freedom to marry is a constitutional right, now sees dollar signs in the future. Speaking at a May 20 Environmental Defense Fund event in San Francisco, Schwarzenegger responded to a question about the California Supreme Court’s marriage decision by quipping, “You know, I’m wishing everyone good luck with their marriages and I hope that California’s economy is booming because everyone is going to come here and get married.”

Calculating California’s Windfall

Just how much money will weddings between same-sex partners bring to California? A new report, The Impact of Extending Marriage to Same-Sex Couples on the California Budget, offers some informed estimates. Authored by Profs. Brad Sears and Lee Badgett from the Williams Institute on Sexual Orientation Law and Public Policy at UCLA’s School of Law, the report projects the economic fallout of marriage equality in California over the next 3 years.

The report considers likely spending both by California couples and by non-California couples who come to the Golden State to wed. (There will probably be many such couples because, unlike Massachusetts, California has no residency requirement for marrying.)

Using data on civil unions in Vermont, marriages in Massachusetts, and domestic partnerships in California, the Williams Institute researchers estimate that roughly half of California’s same-sex couples will marry in the next 3 years. Based on Census data estimates, this translates into about 51,000 couples. The average wedding expenditure for heterosexual couples in California during the next 3 years will be about $30,500. If same-sex couples each spend one fourth of this amount (about $7,600), the total will be about $392 million, plus another $31.4 million in sales taxes.

In addition to California residents, the researchers project that about 67,500 couples from other states will travel to California to marry. This estimate includes about one fourth of the same-sex couples currently living in New York and New Mexico, states where a California marriage will be recognized. It also includes one fourth of the same-sex couples living in the states that currently are the main sources of tourism for California — Washington, Oregon, Nevada, Arizona, Texas, and North Carolina.

The average tourist visiting California stays 4 days and spends $163 per day. If, in addition to these routine expenses, non-resident couples (and their friends and family) spend an additional $3,000 in the state on wedding expenses (special accommodations, meals, clothing, flowers, gifts, etc.), the average will be about $4,300 per couple, or a total of $291 million over the next 3 years. Sales and hotel taxes will add another $23.7 million to state and local government revenues.

Add in another $8.8 million in marriage license fees to county governments, and the Williams Institute researchers conclude:

[W]e estimate that allowing same-sex couples to wed in California could result in approximately $683.6 million in additional spending on weddings and tourism in the State over the next three years, creating approximately 2,178 new jobs and resulting in additional state and local tax revenues of $63.8 million.

Granted, given the size of California’s economy, these are modest amounts. But in the midst of a downturn that many believe is a recession, even a relatively small economic stimulus is welcome news.

Of course, California’s voters may decide in November to amend the state constitution so as to eliminate marriage equality. But the Williams Institute report makes it clear that passing the ballot proposition will not only deny many Californians their right to marry the person they love. It also will effectively kill the goose that will be laying golden eggs for the state’s economy.

* * * * *

The report by Profs. Sears and Badgett is titled The Impact of Extending Marriage to Same-Sex Couples on the California Budget and is available from the Williams Institute on Sexual Orientation Law and Public Policy website.

Copyright © 2008 by Gregory M. Herek. All rights reserved.

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