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When one groom serenaded the other, a band played “Isn’t ‘He’ Lovely.” In total, more than 20 suppliers — including caterers, florists and planners — donated 40,000 Australian dollars, about $31,470, in services to throw the men, Michael Petchell, 28, and Benjamin Gresham, 29, a wedding just two days after the first same-sex marriages were authorized. Since Parliament approved gay marriage in December, analysts have predicted the expected increase in unions will create a 10 percent boom in wedding industry revenues. “The industry itself is just excited,” said Wendy McColl, who organized a contest for a free gay wedding, which the newlyweds won. Vendors, she said, are “excited for the gay community. It’s a great change for Australia as a whole.” Members of the wedding party at the reception. According to one report, if only half the 46,800 same-sex couples in Australia married, it would provide a boost of 650 million Australian dollars to the economy. Credit Matthew Abbott for The New York Times Legalization came after more than a decade of failed attempts, prompting many vendors to suddenly shift marketing and buying strategies to adapt to the new era. In other words, “bridal party” is out, and “wedding party” is in. In a country where the marriage rate has been gradually declining, vendors are looking forward to a small boost. Tony Richens, who runs the gay website Eikon, said businesses “can see value down the track.” A report published last September by Cherelle Murphy, a senior economist at Australia and New Zealand Banking Group, forecast that if only half the 46,800 same-sex couples in Australia married, it would provide a boost of 650 million Australian dollars to the economy in 12 months.

For the original version including any supplementary images or video, visit https://www.nytimes.com/2018/01/12/world/australia/gay-marriage-business.html