Witness a wedding or 10 there on any given day and you may be surprised to the point of tears by the sincerity of the quickie ceremonies, even in this most saccharine environment.

The Graceland team said that overcoming the quickie stereotype is their greatest challenge. Industry professionals agree that widening global perceptions of Vegas weddings will prove essential in the quest to capture younger markets.

Ms. Duffy and Mr. Musum would like you to know that their weddings are sincere, and that impulsivity contributes to only a fraction of the business.

“Every single day, someone walks in and asks if ‘The Hangover’ was filmed here,” Mr. Musum said. “It’s just not realistic. The business isn’t 24 hours anymore. The graveyard shift ended in 2006, so we rarely get people stumbling in intoxicated, asking to get married.”