PALM SPRINGS — Between the economy, gas prices and the heat -- it was 108 degrees Tuesday -- it was shaping up as a bleak summer in the Coachella Valley. Until, that is, the state Supreme Court found it unconstitutional to exclude same-sex couples from the right to and the rites of marriage.
Immediately, the Palm Springs area went into overdrive, selling itself -- with marked success -- as a premier destination for gay marriages, alongside San Francisco, West Hollywood, San Diego and a few other spots.
"We already have a high brand loyalty within the gay and lesbian community," said Scott Hines, senior partner at Burke, Rix, Hines & Associates, a government relations and communications firm tapped by City Hall to spearhead the effort. "Given that there was going to be a known, pent-up demand for same-sex marriage, it only made sense to carve out a niche."
Already, Riverside County clerks who issue marriage licenses are booked through the end of the week. The county has deputized Palm Springs Mayor Steve Pougnet, City Clerk James Thompson and two City Council members to perform weddings. The mayor's office has been swamped with inquiries.
On Saturday night, the city will hold the Palm Springs Marriage Celebration, which organizers hope to make an annual event. More than 1,500 people are expected downtown on La Plaza -- including 25 same-sex couples signed up to get married.
"This is the next step to equality," said Pougnet, who is gay and the father of 26-month-old twins. "It's very important to celebrate." He plans to marry his partner, Christopher Green, this year.
Hines' firm has also helped create marriedinpalmsprings.com to connect couples interested in getting married here with photographers, florists, cake-makers and other related businesses. Hotels are already reporting unusually brisk service for the off-season.
Though most marriages conducted here so far have been between local residents, "I've gotten calls already from Nebraska, South Dakota, Florida," Hines said. "I just got off the phone with a couple from Washington, D.C., asking for advice to find a beautiful outdoor venue in Palm Springs."
Pougnet said much of the marketing effort will be aimed at New York, where Gov. David Paterson recently ordered state agencies to prepare to recognize same-sex marriages. Seattle and Portland, Ore., will also be targeted.
