By JOYCE L. CARROLL

The wedding industry brings $100 million in revenue to the state each year, with requests coming worldwide from couples looking to tie the knot in idyllic Vermont, according to the Vermont Wedding Association (VWA).

Given the industry’s lucrative nature, it’s no wonder retailers and service providers take advantage of every opportunity to promote their products. Bridal shows are golden opportunities for businesses to maximize their visibility, and also provide an easy way for brides-to-be to become acquainted with those who may play a critical role in crafting that special day.

The VWA, headquartered in Proctor, hosts upwards of a dozen shows each year, including one that was held in Burlington in August; one in late September in Killington; and another scheduled for October 18 in Bennington.

These days, bridal shows are elaborate affairs that not only attract the expected vendors like dress and floral shops, but also a bevy of entrepreneurs ranging from insurance salespeople and fitness gurus to skincare specialists. The August ECHO Bridal show in Burlington, sponsored by the VWA, included 36 vendors vying to broaden their market by selling products and services to a niche audience.

For Christine Anderson, a consultant with Arbonne International, the show added to her client base. “I had a lot of people who knew the product and were excited to see us there,” she said of the skincare business she runs out of her Chester home. Anderson knows the bridal show circuit quite well, being as she frequents shows each month.

Welcome to the party

The mood of the ECHO show in Burlington was clearly celebratory and a testament to the happiness and bliss inherent to weddings. As such, the show became a microcosm of the big event. Dimmed lighting, a cash bar and hors d’oeuvres and Top 40 music provided by one of the vendors created a cocktail party atmosphere. Strolling models wearing exquisite wedding gowns, and events such as a cake-cutting ceremony and bouquet toss, made the evening come to life.

“It’s a good marketing strategy to be interactive with the customer. Being a florist, we have that ability,” said Jen Mickell, owner of Village Green Florist in Essex Junction, referring to the business’s role in the evening’s schedule of events.

Gayla Olesky has participated in eight bridal shows sponsored by the VWA since taking ownership of Fiori Bridal Shop in Essex Junction one-and-a-half years ago. She agrees the interactive nature of a bridal show lends itself well to her business.

“I find it very beneficial to have strolling models at the bridal shows, as it gives the brides-to-be an opportunity to see our gowns up-close. We encourage our models to interact with the brides,” she said, adding the bride-to-be is further encouraged to make an appointment for a more personalized consultation.

Trends in tough times

While the economy has had an impact on the size and expense of weddings during the past year, vendors at the Burlington show said their businesses haven’t suffered too much.

“Engagements are still strong. Tough times bring people together,” said Judy Risteff, owner of the VWA and organizer of the show.

Couples on a budget are opting for smaller weddings or holding their event on private property, rather than at a commercial venue, she added.

Peak Entertainment in Stowe travels the state to provide wedding entertainment. Although live bands remain an option for many couples, disc jockey and Peak Entertainment owner Newton Wells said not everyone can afford that.

“We’ve had a record year, and next year’s sales are even higher,” said Wells. “We’re happy.”

Amy Spaulding, co-owner of Angel’s Cakes in South Burlington, said her company has been “very busy.” The three-year-old business provided baked goods for 54 weddings this past summer, up from 30 the previous year.

Couples are ordering smaller cakes in light of the economy, said Spaulding. “Everything seems to be smaller in general and at less expensive venues,” she said.

The trend toward downsizing had one new vendor hopeful. The Holiday Inn in South Burlington had a booth promoting its newly renovated Willow Room. “What we’re finding in particular is that people are looking for a budget property, but don’t want to compromise quality,” said Dina Townsend, director of sales.

A Green Mountain experience

Once viewed as a daylong event, weddings have grown to include activities that span the weekend and beyond. Destination weddings provide an opportunity for family and friends to reunite and enjoy one another’s company before, during and after the big event.

“Couples work hard and they want to play hard,” said Risteff. “They want to make their wedding into a vacation (for their guests) and a mini reunion.”

The Echo Lake Inn in Ludlow has proved to be a popular spot for destination weddings, said Ruxana Oosman, the inn’s wedding coordinator.

Destination weddings, said Oosman, “create memories for a lifetime, and since most of our couples are from out-of-state urban areas, they can get an entire weekend in Vermont for the same price as a five-hour reception at home.” The inn provides everything from a welcoming dinner ceremony to a Sunday brunch after the event, Oosman said.

While one might think an out-of-state wedding would require much extra planning, the VWA is a flexible association willing to do whatever it takes to make that big day magical. For instance, at the height of fall foliage season last year, Risteff received a challenge from a gentleman in the U.K.

“My girlfriend and I (both European citizens) have talked about marriage for quite some time now, and I would like to surprise her with a proposal and a wedding during our visit to the U.S. in two weeks. Is this possible?” wrote Mikkel Preisler in an e-mail.

Oosman went to work. “We made some calls and put it together. Mikkel and Cecile Preisler had a beautiful garden ceremony at the Inn at Weston,” she said. “We’re always ready to jump in and help.”

For those who may want to take a less spontaneous approach, Risteff suggests allowing plenty of time to plan. Of the 80 brides-to-be attending the Burlington show, most had weddings scheduled for sometime in 2010 or 2011.

For more information about the Vermont Wedding Association or upcoming bridal shows, visit www.vermontweddingassociation.com.