Post 1990: The Rise of Vermont’s Wedding Industry

A big change came to the weddings of Vermont Life.  In first part of Vermont Life’s run, no space in the magazine was used for advertising. This changed during the 1990’s and a significant portion of the magazine became dedicated to marketing of the Vermont image.  A popular subject in these images are Vermont weddings.  The image above, from the Spring 2017 issue, is a sample of the numerous wedding related ads bombarding readers.  This two-page spread is thematically connected by the light green background with love and wedding related words overlaid in white.  The separate ads are varied in subject matter.  Everything from a romantic getaway to helicopter rides are advertised on the pages.  The 1990’s note a significant shift in the image of the Vermont Life wedding.  Prior to the advertisements, Vermont weddings were presented as an alternative to the popular white weddings (for more information, see the 1950’s).   A short blurb from Spring 1996 issue of Vermont Life notes the significance of weddings in Vermont.  The author notes how 25% of Vermont weddings in 1995 were between non-Vermont residents.  The blurb (pictured below) notes the ascetic advantages of being married in the state, as well as economic ones.  According to the short article, average Vermont weddings cost $4,000 less than the national average in 1996.  Advertisements gave vendors an opportunity to commoditize wedding related.  Vermont Life’s commoditization of weddings through advertisements allowed the Vermont wedding industry to prosper.

Civil Unions are a topic that will forever be connect to Vermont.  It was the first state in the union to recognize these legal partnerships.  It is interesting to note that Vermont Life has not meaningful articles on the subject.  There are a number of times that civil unions are mentioned in passing.   There is no article dedicated to the passage of the civil unions bill.  Although articles in the magazine do not meaningfully discuss civil unions, there are a number of advertisements that capitalize on the newfound civil union market.  Many different wedding venues were quick to note that they are, “the ideal wedding/civil union location”.   This can be seen in the advertisement for the Weston Inn, pictured below.

 

An article from the Fall 2008 issue from Vermont Life notes the significance of the wedding industry in Vermont.  The article, entitled “Swooning for Vermont” describes the state’s wedding industry.  Vermont specializes in “destination weddings”.  These types of weddings are typically an all weekend affair.  The couple will plan and put on multiple events in addition to their wedding and reception (Vermont Life Vol. 63, Issue 1).  For vendors, this type of wedding spells large profits, as the more time people spend in a location, the more money they will inevitably spend.  According to the Vermont Association of Wedding Professionals, weddings generate about $252 million dollars in annual revenue (statistic from 2008).  Cindy Feltch, the Sales Director at Bolton Valley Ski Area, notes that, “Vermont has done a phenomenal job of selling itself as a brand”.  The advertisements in Vermont Life have undoubtedly helped construct the Vermont brand.