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               More than 70k people get hitched every year at Sin City’s dozens of chapels. How’d Vegas weddings become a $2B business? by Zachary Crockett.
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                 The Hustle
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                Issue #178
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                 <img alt="The Hustle, Sunday, October 3, 2021" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3.us-west-1.amazonaws.com%252Ffinal_size-cupids_wedding_chapel_20211001202008.gif/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLiJ9:1mWyzk:XHNlm9IvGCUKWYx8YOIDE-TTexF3jMixbkom8retpR0" style="width: 100%; max-width: 600px; height: auto; display: block;" width="600"/>
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                Sunday, October 3, 2021
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            <h2 style="font-size: 30px; font-weight: bold; line-height: 120%; margin-bottom: 6px; margin-top: 25px;">
             <strong>
              How Las Vegas became the world’s quickie wedding capital
             </strong>
            </h2>
            <p style="font-family: Helvetica, sans-serif; font-size: 18px; line-height: 120%; padding-bottom: 10px; font-style: italic; color: #737373; margin: 0;">
             More than 70k people get hitched every year at Sin City’s dozens of chapels. How’d Vegas weddings become a $2B business?
            </p>
            <p style="font-family: Helvetica, sans-serif; font-size: 13px; line-height: 120%; padding-bottom: 24px; margin: 0;">
             <strong>
              BY
              <a style="color: #D62829; text-decoration: none; text-transform: uppercase;">
               Zachary Crockett
              </a>
             </strong>
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             On a recent morning in Las Vegas,
             <strong>
              Charolette Richards
             </strong>
             , owner of A Little White Wedding Chapel, sat at her desk, exhausted, after having just officiated the longest wedding ceremony of her life.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “It took me an hour to do that wedding,” she told
             <em>
              The Hustle
             </em>
             . “I’ve never done it in an hour. 10,15 minutes — that’s what they usually run.”
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             At age 86, Richards has, by her own count, officiated tens of thousands of weddings in the nearly 7 decades she’s served as a minister at the downtown Las Vegas Boulevard chapel.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Richards is one of dozens of chapel operators who line Las Vegas Blvd., cashing in on the area’s shotgun wedding industry.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Today, weddings are an integral part of the Las Vegas economy: Wedding-related tourism accounts for nearly
             <strong>
              $2B
             </strong>
             of the city’s
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              annual
             </a>
             $58B tourism industry and generates ~18k jobs.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             The casual, kitschy 10-minute ceremonies offered by A Little White Wedding Chapel — nicknamed “quickie” weddings for their efficiency — are the bread and butter of the Las Vegas wedding industry.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             How did Las Vegas become the quickie wedding capital of the world? Are shotgun weddings still a moneymaker today? And is there a future for 15-minute weddings in the growing wedding economy?
            </p>
            <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
             <strong>
              A brief history of Vegas weddings
             </strong>
            </h4>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Easy, no-frills marriages have been a part of Nevada’s history
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              since
             </a>
             the early 1900s.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Unlike other states, Nevada waived blood tests and required waiting periods meant to deter couples from getting married while inebriated, making it an especially popular wedding
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              destination
             </a>
             for Californian couples looking to get hitched as quickly as possible.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="Little White Chapel" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Flittle_white_chapel.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1mWyzk:HonmqnvcIWf5YwVEBNbjdru9sPzuu2n-DMXnBRkrvvs" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; text-align: left; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
             A Little White Wedding Chapel in Las Vegas (Andia/Universal Images Group via Getty Images)
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             But it wasn’t until 1931 when weddings became a growing staple of Las Vegas’s budding tourism industry.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             That year, state officials passed bills legalizing gambling and shortening the time in which couples could get a divorce, establishing the state as what a
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              1931 report
             </a>
             in the Nevada State Journal called “foremost in the business of serving unsuccessful marriages.”
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             By the mid-1930s, Las Vegas was quickly becoming known as not only a gambling town but as a city that provided the easiest route to enter (or exit) matrimony in the US.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             State officials had a clear incentive for making Nevada’s marriage and divorce requirements as lenient as possible.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “Frankly, it was about luring tourists and trying to make Las Vegas an attractive destination by giving people any reason at all to visit,” said
             <strong>
              David Schwartz
             </strong>
             , who teaches courses on Nevadan history at the University of Nevada Las Vegas.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Happy newlyweds and unhappy divorcees flocking to Las Vegas had one thing in common: both were spending money at the city’s brand new casinos and hotels.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="Vegas wedding collage" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fchappel_collage.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1mWyzk:HonmqnvcIWf5YwVEBNbjdru9sPzuu2n-DMXnBRkrvvs" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; text-align: left; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
             Drive-up windows, Elvis impersonators, and 24-hour service: Scenes from the Las Vegas wedding industry (Getty Images)
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             To capitalize on the wave of wedding tourism, the city opened a marriage license bureau in the train depot and kept its doors
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              open
             </a>
             until midnight.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             On weekends and holidays, the office was open 24 hours a day, a practice which
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              continued
             </a>
             until 2006. By 1941, Las Vegas had
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              issued
             </a>
             <strong>
              21k marriage licenses
             </strong>
             , up from the 5.3k issued just 2 years earlier.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Steps away from the marriage license bureau, wedding chapels began opening their doors to officiate the marriages of hundreds of couples with freshly issued marriage licenses in hand.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             As early as
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              1933
             </a>
             , an enterprising minister was documented turning his home into a 24-hour chapel to marry couples day and night.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             The city’s wedding scene was soon attracting celebrity attention.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             In 1954, leading box office star Kirk Douglass
             <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
              married
             </a>
             Hollywood publicist Anne Buydens at the Sahara Hotel. Four years later, actors Paul Newman and Joanne Woodward were wed at the now-defunct El Rancho.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="list of celebrity Vegas weddings" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fceleb_vegas_weddings.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1mWyzk:HonmqnvcIWf5YwVEBNbjdru9sPzuu2n-DMXnBRkrvvs" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; text-align: left; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
             The Hustle
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Slowly but surely, Las Vegas began to redefine the cultural characterization of weddings.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “[Las Vegas] took weddings, which can be harrowing, solemn, serious affairs, and made them into something fun and irreverent,” said Schwartz.
            </p>
            <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
             <strong>
              A $2B business
             </strong>
            </h4>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Richards, the octogenarian proprietor of the Little White Wedding Chapel, was among the earliest chapel owners to capitalize on this irreverence in the 1950s, by building out a drive-thru for any couples hoping to perform their nuptials with curbside expediency.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Richard’s business officiates between
             <strong>
              600 to 800 marriages a month
             </strong>
             on average, at a starting price of
             <strong>
              $75
             </strong>
             . On holidays and days with memorable dates, the chapel can bring in even more business.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             On 07-07-07, for instance, Richards married
             <strong>
              557
             </strong>
             couples in just 24 hours.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Like other downtown chapels, Richard’s business faces stiff competition from not only the dozens of other downtown chapels but also the many hotels and golf courses that have begun providing their own on-premise wedding services.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             A more recent entrant to the Las Vegas wedding scene is the
             <strong>
              Mobile Minister
             </strong>
             , a one-man wedding service run by minister and Elvis impersonator
             <strong>
              Roland August
             </strong>
             who marries couples at scenic city locations like Red Rock and the Bellagio fountains.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="Elvis wedding ceremony" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Felvis_wedding.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1mWyzk:HonmqnvcIWf5YwVEBNbjdru9sPzuu2n-DMXnBRkrvvs" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; text-align: left; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
             Roland August performs during a commitment ceremony in 2007 (Ethan Miller/Getty Images)
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Roland, who has worked in the Las Vegas wedding industry for the past 15 years, has seen a dramatic shift in the way that chapels operate with the advent of internet advertising and review sites.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             While the in-and-out assembly line of the quickie wedding experience hasn’t fared well on review sites, many chapels must continue to operate at a high volume if they hope to turn a profit.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “The overhead is astronomical,” said August. “Not only are they renting the chapel and have a limo team with
             <strong>
              5 or 6 limos
             </strong>
             they lease out but they spend so much money driving their business on the internet as well.”
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             One downtown chapel where Roland previously worked spent around
             <strong>
              $20k/month
             </strong>
             on Google Adwords which drove around
             <strong>
              80%
             </strong>
             of their bookings.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “With all of these things going on, you’ve got to do over 200 weddings a month just to survive,” he said.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="Las Vegas marriage stats" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Flas_vegas_wedding_stats.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1mWyzk:HonmqnvcIWf5YwVEBNbjdru9sPzuu2n-DMXnBRkrvvs" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; text-align: left; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
             Image: Getty / Data: Clark County
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Some chapels like the
             <strong>
              Little Church of the West
             </strong>
             , founded in 1941, have shifted their focus from quantity to quality.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             The chapel now only marries one couple at a time and has designed its parking lot and entrances so that a bride who comes in will never see another bride.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “The idea is that if you do right by people and give them a great experience it will reflect in the online reviews,” said
             <strong>
              Daniel Vallance
             </strong>
             , the chapel’s director of operations.
            </p>
            <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
             <strong>
              What the future holds for Sin City weddings
             </strong>
            </h4>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Today, new generations are redefining the Vegas wedding experience with weddings among millennials recently becoming a growing economic driver, said Clark County Clerk
             <strong>
              Lynn Goya
             </strong>
             .
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “[Millennials will] rent a cabana, take a tour, go to nightclubs and buy an $800 bottle of vodka when normally they wouldn’t do that.”
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Las Vegas may still need to adapt in order to accommodate new generations and their expectations when it comes to the wedding industry.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             There’s been a sharp decrease in demand for Las Vegas weddings, as well: In 2004, Clark County issued
             <strong>
              128k
             </strong>
             marriage licenses; since then, the number of marriage licenses has steadily decreased to around
             <strong>
              70k
             </strong>
             on average per year.
            </p>
           </td>
          </tr>
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             A young couple celebrates their wedding in Vegas at the height of the pandemic in 2020 (DAVID BECKER/AFP via Getty Images)
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             “A lot of the old chapels have a model that’s based on very large volume,” Vallance said. “And that volume is decreasing.”
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             Still, the reality remains that there will always be a business for quick, cheap, straightforward weddings.
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             “10 to 15 minutes of staring into someone’s eyes feels like a lot longer than you might think,” Vallance continued. “I’ve been married twice, so I know.”
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