Sure Thing Opens Lower East Side Wedding Chapel
The company, known for its Las Vegas venues, is now offering its alternative wedding service in New York City.
Updated on Oct. 27, 2026 in Weddings
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Sure Thing has expanded to New York City with a new wedding chapel in the Lower East Side, which hosted its first ceremony in late August 2026. The company serves couples seeking an alternative to traditional religious or conservative wedding venues.
Why it matters
Founders Victoria Hogan and Amy Lee designed the intimate space to provide a non-traditional setting for couples looking for a streamlined wedding experience. The expansion follows the company's established success in the Las Vegas market.
The New York chapel spans 400 square feet and accommodates up to 18 guests. Bookings for the 30-minute time slots are priced at $666.
The players
Victoria Hogan
Victoria Hogan is a co-founder of Sure Thing who helped design the company's alternative wedding chapel spaces.
Amy Lee
Amy Lee is a co-founder of Sure Thing who worked to create wedding venues that serve as alternatives to traditional religious settings.
The details
The Lower East Side venue is decorated with red velvet drapery and a distinctive pink-and-red floor. It includes a ceiling-mounted camera to allow couples to live-stream their ceremonies directly to Zoom.
Timeline
2019: Sure Thing founders launched their first wedding chapel in Las Vegas.
2024: The company opened a second chapel location in Las Vegas.
2025: Sure Thing hosted a total of 2,500 weddings.
Late August 2026: The first couple booked and used the new New York City venue.
Culture Shift
This chapel expansion mirrors the broader societal shift toward micro-weddings that prioritize personalization over traditional large-scale ceremony norms. It positions the company within a growing niche of urban, tech-forward event spaces catering to couples who reject legacy wedding aesthetics.
Couples in the area can now reserve 30-minute slots at the chapel for a flat fee of $666. The availability of 18-guest capacity ceremonies offers a practical, high-tech option for those looking to avoid the logistical and financial burdens of larger, traditional venues.
The takeaway
Sure Thing offers a modern alternative for couples who want a quick, intimate, and streamable wedding experience. The model demonstrates that high-demand event spaces can succeed by focusing on specific, tech-integrated niche services rather than expansive, full-service packages.
Further reading
For more on the current landscape of event planning, visit the Weddings section.
Source note: This article includes information reported by Curbed.
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