It’s a Sure Thing: How One Vegas Chapel Scaled to Three Locations on Squarespace

Amy Hybarger and Victoria Hogan have officiated a lot of weddings. In pop-up trailers in the desert, under neon signs, and inside a chapel they helped build from scratch. Amy has captured the moment. Victoria has played Elvis and Surely the Showgirl. What they didn't plan on was running a multi-city wedding business together.

Sure Thing Chapel opened in 2019, the result of a friendship, a shared love of vintage Vegas, and a breakfast conversation in Los Angeles where Amy and co-founder Victoria Hogan decided to roll the dice. Together, they built something that felt new and nostalgic at the same time: a light-filled chapel on one of the most iconic streets in the world, designed for couples who wanted their wedding day to feel uniquely theirs.

Neither of them came from a traditional business background. So when it came to building a website, the choice was simple. They built Sure Thing Chapel on Squarespace from day one, and they've run it there ever since.

What started as one chapel has grown into three locations: Sure Thing Chapel, Sure Thing Too, and a new space in New York City. Revenue has increased 95% over the last two years. The team has expanded to include officiants, performers, a manager who produces everything behind the scenes, and one classic car owner who has lived in Vegas since 1954. And through all of it, the business has run on a single platform.

Expertly customized to embrace the New Vegas kitsch vibe, Sure Thing’s Squarespace website generates demand, launches new offerings, and has already begun validating the NYC market through pre-sales. The online shop drives additional revenue from physical products like tote bags, tees, and matchbooks.

Booking is handled through Acuity Scheduling, part of Squarespace, which gives clients the ability to choose a package, select add-ons, complete intake forms, and pay, all without involving the Sure Thing team in the process. At the volume Sure Thing operates, that self-serve flow is what keeps details from slipping through the cracks and the focus on the love in the room.

We spoke with Amy about building a business, what it looks like to scale a high-touch experience, and why having everything in one place is something these chapel co-owners cherish.

What inspired you to launch Sure Thing Chapel?

Victoria and I met when she performed my wedding in 2014. My husband and I had been together many years and were planning on just doing something simple, but I had been following Victoria on social media and saw that she had this cute little teardrop trailer with a vintage neon inside of it. I immediately knew that was perfect for us! I think we were her third or fourth wedding!

I was fresh into photography at the time and I started working with her on her pop-up weddings! We did this for years! Victoria dreamt of opening a physical space for a very long time and brought it up. On a whimsical trip to LA we dreamt about it over breakfast and we decided to explore it.

I’m not sure we ever imagined it would become what it is today, but we are so grateful for it! We both have such a love for vintage Vegas and that nostalgia! We have seen so much of it disappear over the years, that creating something new that felt nostalgic was very cathartic for us both.

Why did you choose Squarespace as the digital home for Sure Thing Chapel? What problems were you looking to solve?

My background is in business. But not the college-degree type, the family-owned, figure-it-all-out-yourself type. So when it came to building a website, it was a no-brainer for us to choose Squarespace, where we had the ability to create something that was for us, by us!

What has changed most in your business since switching to Squarespace?

I can’t speak to much of before Squarespace, because we have been a Squarespace company from day one!

How do you use Squarespace tools to attract and onboard new business?

Our business is constantly evolving and growing, sometimes on a whim! Being able to update our website quickly and seamlessly without having to reach out to someone else is truly a game changer. We have added multiple performers, packages and new locations with ease!

How are you using your website to generate demand for new offerings, like your upcoming NYC location?

We are currently working on building NYC its own landing and booking pages! We have used our ‘shop’ to offer presale weddings for NYC, which has been awesome to see the overwhelming interest in our new space!

How has integrating Acuity Scheduling, a Squarespace company, into your site changed your day-to-day operations and the way you manage client relationships?

We have also been a day one Acuity business! All of our weddings are meant to be booked in a very quick and easy way. Acuity has given us the ability to leave that in the hands of our customers. This takes a tremendous load off our staff!

What has been the biggest advantage of running your business on one connected platform, rather than using multiple tools?

With the massive volume of weddings we book and perform, it is very easy for things to slip through the cracks. Having a seamless system has helped us avoid any major mistakes!

As your business and revenue have grown, what new operational challenges or growing pains have you started to face?

Managing people! We didn’t go into this ever imagining managing a large staff! Neither of us has a real background in management. We genuinely adore every one of our staff members and learning to position ourselves as “the bosses” can definitely be challenging at times. Luckily we have had very low turnover and have such talented and brilliant staff!

How have your customers' expectations evolved?

We are truly very lucky to have an incredible customer base. Ninety-nine percent of people who we interact with are really fantastic and just thrilled to be getting married in a way that is structured around their enjoyment of their wedding day. People have always expected a fabulous experience and we have always strived to be sure that happens!

Can you share a moment when you realized your business had reached a new level of growth or legitimacy, and how Squarespace played a role?

Opening Chapel Too was a whirlwind for us. At that point we had been open barely five years. Only six months later we had an opportunity to open in NYC, which felt crazy to do but also crazy to pass up. Having the flexibility to add information to our site on a moment’s notice was crucial in succeeding in all of it!

Looking ahead to the next phase of your business, what are your biggest goals?

We have spent the last three years expanding and reinvesting in the business. We are both really looking forward to getting NYC up and running and just letting these locations do their thing! We joke that we can’t stop creating things, so who knows what the future really holds!

What advice would you give someone launching a business today?

Just start! We opened on a shoestring budget and reinvested in everything and anything we thought might help us grow. We have always let the business show us what it needs to be successful. The most important step is just to start!

Why Squarespace is a sure thing for service sellers

For businesses like Sure Thing Chapel, the product is the experience you deliver, and every touchpoint leading up to it shapes how clients feel about your brand.

Squarespace brings scheduling, payments, client communication, and a professional web presence together, so nothing pulls the team away from the work that matters.

If you sell services and want to run your business more efficiently, strengthen client relationships, and show up for every booking prepared, here are some of the Squarespace tools that can get you there:

• Scheduling with Acuity, part of Squarespace: Give clients the ability to browse services, select packages and add-ons, complete intake forms, and pay, all without back-and-forth. At high booking volumes, a self-serve flow keeps operations running smoothly and reduces the chance of errors.

• Online payments: Accept deposits, full payments, and packages directly through your site. Flexible payment options reduce friction at checkout and help turn interest into confirmed bookings.

• Mobile-optimized design: A clean, professional website built on Squarespace works across every device. For service businesses where clients are browsing and booking from their phones, that experience directly affects conversions.

• Built-in SEO and AIO tools: Get found by the right people without relying on paid acquisition. Squarespace's built-in SEO and AI visibility features make it straightforward to optimize your site for search, even without a technical background.

• Email marketing: Stay connected with your audience using integrated email tools. Capture interest, announce new offerings, and keep clients engaged.

• Squarespace Premium: For service sellers ready to scale, Squarespace Premium offers the lowest credit card processing rates available on the platform through Squarespace Payments, capped ACH fees, access to a customer success manager for hands-on support and ongoing optimization, and advanced features including multi-site management and optional single sign-on for teams managing multiple websites or brands.

Whether you're running one location or three, the goal is the same: spend less time on logistics and more time on the experience you're there to deliver. Squarespace handles the operational layer so you can do exactly that. Get started at jgxxmj.com/services.

Lead photo by Aimlee Photography.