Gay Marriage Pragmatics: 'What's in it for me?'

The gay community needs to arrive at some basic decisions regarding the outcome in Maine. In some quarters, there seems to be a reluctance to embrace the notion that Maine was winnable, as if that suggests that No On One ran a poor campaign. It is this observer's opinion that Maine was winnable. If that means that "No On One" ran a less than perfect campaign, so be it. I give No on One very high marks for organization. In terms of theme, tone and tactics, there is room for improvement.

I look at a campaign as salesmanship. What every buyer wants to know is what's in it for me? That question was never answered  nor even entertained in Maine and California. The hospitality industry and some unions should have been falling over themselves to supports same-sex marriage. The economic benefits of same-sex marriage were never mentioned. Weddings have the potential to bring in out of state money. Jobs are created and tax revenues increase. A 2005 study showed that if same-sex marriage was legalized nationally, the wedding industry could generate another $2 billion annually. A Williams Institute, UCLA School of Law study concluded, in June of 2008:

The weddings of same-sex couples will generate new economic activity for the state’s [California] businesses:

• Spending by resident same-sex couples on their weddings, and by out-of-state couples on tourism and their weddings, will boost California’s economy by over $683.6 million in direct spending over the next three years.
• Over the next three years, the direct spending by resident and out-of-state same-sex couples will create and sustain over 2,178 new jobs in California.
• Over the next three years, the direct spending from same-sex couples on weddings and tourism will generate over $63.8 million in revenue for state and local governments.
• Spending on weddings by couples living in California, and tourism and weddings by couples from outside of California, will conservatively generate over $55.1 million in state and local sales tax revenues.
• In addition, the weddings from in-state and out-of-state couples will generate approximately $8.8 million in marriage license fees for California counties.

Some people may feel that talking about money cheapens a campaign. Nevertheless, we are 0-31. What we are doing doesn't seem to be working very well. The next time that they say that "homosexual marriage will be taught in school," our response could go something like:

That is a lie. Marriage is not in our school curriculum. What is more important is the amount of money  that marriage equality will provide to our schools without raising taxes. … Marriage equality has the potential to improve our schools for all of our children.

We need to decide who is going to define this debate. It is a choice between marriage equality advocates and Maggie Gallagher.