By Jenny Callison
Enquirer contributor

Jack Garrett, a wedding singer from Columbus, sings to Skeffington's manager Mindy Hall at the Madison South's Bridal Connection in Covington. (Steven M. Herppich photo)

COVINGTON - Jessica Coop and her fiance Shawn Wetzel have learned that, where wedding shopping is concerned, bigger isn't necessarily better.

The two, who both live in Hyde Park, confessed to being "overwhelmed" by the sheer number of vendors at a convention center bridal show recently. So, at the suggestion of a friend, they opted for a smaller venue, visiting Covington's Bridal Connection.

"It's much more relaxing," Wetzel said. "At the bridal show, it was like Jessica was walking around with a target on her forehead."

The Bridal Connection is a monthly event that spotlights 40-45 providers of wedding goods and services in an evening cocktail party atmosphere. The brainchild of Jim Salyers, who owns The Madison reception and banquet facilities, the showcase uses upstairs space at both The Madison and The Madison South. Since the event started about seven months ago, response has been strong.

"People want convenience in every aspect of their lives," said Kathie Hickey, downtown renaissance manager for Covington's economic development department. "This is a one-stop shop in a social atmosphere. Brides can talk to other brides, grooms with other grooms."

Salyers organized the Bridal Connection in response to clients' requests for recommendations.

"We're the first place that everybody goes to, once they've picked out the ring and booked the church," he said. "They want to decide where the reception will be. Then they start asking us if we know a good photographer, a good florist."

Salyers decided that he could provide a service by allowing engaged couples to visit with vendors whose work he could personally vouch for. Rather than compete for customers' - and vendors' - precious weekend time, he chose to schedule the Bridal Connection on the first Wednesday evening of each month.

Attendees congregate upstairs at The Madison South, where they enjoy hors d'oeuvres and beverages while circulating among vendor booths. DJs and musicians on Salyers' roster provide the entertainment.

"Here you can do a lot of one-on-one," said Scott Braunstein of Queen City Photography & Video in Colerain Township. "We are developing relationships with the other vendors, and we get a mailing list of all the brides that come in."

After an hour or two of checking out wedding cakes, gowns, tuxedo rentals and other necessities, customers slip into a vendor's stretch limo for the one-block ride to The Madison, where they sample caterers' specialties.

"It's really nice to be able to come and taste the food," Coop said.

Customer response has been so good through the Bridal Connection, in fact, that several vendors have asked for permanent retail space in downtown Covington. Salyers, who also owns several properties there, is working with the city to develop a bridal district.

"This is more than recruiting a business or two to our downtown," Hickey explained. "This is an industry - a very big industry. You get wedding-related businesses as close together as you can, and then you encourage spin-offs: tea rooms, coffee shops, specialty gift shops, maybe sports bars for the men."

"A wedding district in Covington would be anchored by The Madison; most bridal districts are not anchored by a reception site," said Nathan Paszczykowski, a graduate student at Thomas More College who is conducting a marketing study of the concept.

He and his project partner, Jessica Kern, have researched bridal districts across the country.

"Some are very cohesive. They work together and maintain a common Web site and common brochure. They market themselves as one entity," Kern explained.

Hickey said that the city is enthusiastic about luring wedding-related businesses to its Madison Avenue area.

"Historic places have a certain romance and character to them, and all these properties are in our National Register District and qualify for historic district tax credits," she said. "The city will assist in any way possible: identifying available properties, helping with zoning issues, deciding what incentives we can offer."

E-mail jcallison@zoomtown.com