By JAMES FINK
jfink@bizjournals.com | 716-541-1611

New York's recently enacted Marriage Equality Act may serve as a platform for Niagara Falls to refresh its decades-old brand as the honeymoon capital of the world.

The act, which the state Legislature approved June 25, allows for gay and lesbian couples to legally marry, effective July 25. Niagara Falls Tourism & Convention Corp. is using that date as part of a renewed effort to label the Cataract City as the honeymoon capital.

A large-scale gay and lesbian wedding ceremony is set for 10 a.m., June 25 on Goat Island. It will be the  backdrop of the NTCC's "Rainbow Romance" marketing effort. The ceremony is being pegged as the first official group wedding under the Marriage Equality Act.

"We really had to react quickly," said John Percy, president and chief executive officer. "When you only have 30 days to market a campaign, you can't take a lot of time thinking things over."

The marriage act also is serving as an internal template for his organization on how to craft a new marketing campaign with little advance time, he said.

While the gay and lesbian marriage ceremony is expected to garner headlines, Percy said he hopes it also rekindles Niagara Falls' reputation, regardless of couples' sexual orientation.

"We want people to think of Niagara Falls as welcoming to all couples," Percy said.

The July 25 ceremony has been touted by the Empire State Pride Agenda, the Human Rights Campaign and I Love New York, as well as through such social networks as Facebook and Twitter. The New York Daily News and New York Post are expected to send reporters to cover the event.

Percy said the City of Niagara Falls was  receptive - to the point that the city clerk's office will be open for several hours on Sunday, July 24, to issue marriage licenses. They must be issued 24 hours in advance.

The Marriage Equality Act is expected to be an economic boost for New York state, as well.

Empire State Development Corp. said the act could result in a $400 million increase  in the state's economy over the next three years.

New York will be one of 12 states that allow either same-sex marriages or civil unions.

The Williams Institute at the UCLA School of Law found that Massachusetts saw a $100 million economic impact between 2004 and 2007 after it allowed same-sex marriages.

"The act may have been just the thing we needed to market Niagara Falls again," Percy said. "It should rejuvenate the brand. Our thinking and focus isn't just on one day, but more long term."

Rservations are filtering in for the July 25 ceremony, according to Percy.

His organization secured the services of several area clergy to perform the ceremony.

Afterward, participants will be treated to wedding cake and champagne, he added.

The Niagara Falls Illumination Board, the agency that oversees the lighting of the world-famous waterfalls, has agreed to light the area in rainbow colors July 24-25.

Niagara Falls Tourism & Convention Corp. created a "Rainbow Romance" package with special rates at several hotels, including the Barton Hill Spa in Lewiston and the Sheraton on Third Street.

Several destinations, such as the Whirlpool Jet Boat tour, plan to offer discounted packages, as well.

"Obviously, it is important for Niagara Falls to be considered a 'gay-friendly' destination," Percy said.

"But the bigger issue is Niagara Falls re-capturing its title as the honeymoon capital for everyone."