07/07/07 Shaping Up to Be a Major Wedding Day

Posted on June 27, 2007 by LCT Staff - Also by this author - About the author

LOS ANGELES — Thanks to a quirk of the calendar, the wedding industry is about to experience its very own harmonic convergence.

Across the country, tens of thousands of couples wanting to marry on 07/07/07 — for luck, or perhaps because bridegrooms will stand a better chance of remembering their anniversaries — have booked a corresponding number of photographers, caterers, cake makers, hair stylists, and vintage Rolls-Royces months, or even years, in advance. This year, July 7 falls on a Saturday, three days after the Independence Day holiday, and anecdotal evidence suggests it will be the most popular wedding day in recent memory.

TheKnot.com, an Internet company that provides products and services to couples planning their weddings, said 38,000 couples among their users have set their nuptials for what some have dubbed the "magnificent seven." That's more than three times the usual number for a July Saturday, said Kathleen Murray, deputy editor.

David's Bridal, a nationwide chain of 273 stores, has recorded twice as many customers who plan to marry July 7 as on last year's busiest date. In the Los Angeles area, the retailer has sold 600 wedding gowns for that weekend.

"Judging from our 30% market share, that would mean you have about 2,000 brides getting married that weekend" in the L.A. area, said spokeswoman Cindi Freeburn.

It certainly is shaping up to be the busiest day for "I do's" that the Little White Wedding Chapel in Las Vegas has ever seen, owner Charolette Richards said. More than 400 weddings are booked so far, and the place is on target to reach 700 couples, with weddings to begin just after midnight and run nonstop for the next 23 hours and 59 minutes. Normally, there would be no more than 100.

Elsewhere in Las Vegas, the MGM Grand will cycle through 60 weddings, using, in addition to its chapel, two conference rooms and an outdoor patio where brides-to-be and bridegrooms-to-be have been warned that they will be H-O-T. (The typical high temperature July 7 is 104.) The number of weddings is double what the chapel would have on a normal Saturday, said Glynnis Qualls, chapel manager.

Some vendors are going to great lengths to meet the demand.

Square Root, an Irvine, Calif., event producer and floral design house, is flying in 30 designers from as far away as New York, doubling the number of workers who will be assembling centerpieces and bouquets. "I've never seen a date so popular," said Jeff Johnson, Square Root's co-owner.

Gina Ludwig, owner of Hair Comes the Bride in Laguna Niguel and Beverly Hills, said she turned away clients because her nine hair and makeup stylists are already booked back to back to back with 14 weddings that day.

All six classic cars in Classy Chassis Rentals' collection in Tarzana, Calif., have been booked for many months. Owner Mel Harrison said he could easily have filled a seventh Rolls-Royce or Bentley — or a 14th, for that matter — given all the callers who were gearing up for a grand entrance. His big problem now is finding drivers. "I still need three more," he said.

The symmetrical date has attracted a celebrity quotient as well. Event planner Mindy Weiss is handling the July 7 wedding in Paris of "Desperate Housewives" star Eva Longoria and San Antonio Spurs guard Tony Parker. And chef Wolfgang Puck will wed his longtime companion, Gelila Assefa, in Capri.

"Mostly for everybody, it's the luck factor," Weiss said. "If you add up the sevens, it's 21, a triple lucky number. A Vegas number. It's so neat."

By settling on 07/07/07 as their wedding date, couples are tapping into a number that through the ages has assumed mystical importance. Religious texts of many faiths, including Islam and Judaism, refer to seven heavens. The saying "I'm in seventh heaven" signifies bliss.

Even Wal-Mart has figured out a way to cash in on the festivities. Seven couples, beneficiaries of the giant chain's Lucky in Love Wedding Search, will receive wedding packages worth more than $5,000, including wedding bands, invitations, digital cameras and wedding cake and party food. They will march down the aisle in the store's Lawn and Garden area July 7. The company said it launched the promotion after realizing that many of its customers were having trouble finding venues for the sought-after date.

Source: Los Angeles Times

View comments or post a comment on this story. (0 Comments)

More News

NLA Supports, Celebrates Charities At LCT East

Early bird and group discounts end today, so don’t miss your chance to attend this event at the show!

Attention To Detail Sets California Operator Apart

WebXclusive: Millennial operator Aaron Schiff of Ascot Limousine uses his talents to maintain the stellar reputation of his godfather’s company.

Uber's Creepy Drones And Drivers

TNC Travesties Of The Week: The company's marketing techniques prove to be just as aggressive as their independent contractors. 

70 Defining Moments In Luxury Industry History

From the 1970s to the present, check out these incredible events that affect the wider luxury services and products sector. 

Do You Provide Customer Service Or Experience?

Companies may be tempted to stick with the former, but clients can almost immediately notice when the focus isn’t on the latter.

See More News

Facebook Comments ()

Comments (0)

Post a Comment



See More

See More

See More

See More

LCT Store

LCT Magazine - October 2016 $12.95 COVER STORY: * Leverage Tech To Levitate Your Operations * *


Experience the three annual industry events for networking for business, showcasing vehicles and products, and getting the tools for success.

Read About Your Region

What’s Happening Near You?
Click on any state to see the latest industry news and events in that region.

More From The World's Largest Fleet Publisher

Automotive Fleet

The Car and truck fleet and leasing management magazine

Business Fleet

managing 10-50 company vehicles

Fleet Financials

Executive vehicle management

Government Fleet

managing public sector vehicles & equipment



Work Truck Magazine

The number 1 resource for vocational truck fleets

Metro Magazine

Serving the bus and passenger rail industries for more than a century

Schoolbus Fleet

Serving school transportation professionals in the U.S. and Canada

Please sign in or register to .    Close