WeddingSEPTEMBER/OCTOBER 2016 Planner MAGAZINE Inspired by the Association of Bridal Consultants
THE BUSINESS ISSUE—TOP INDUSTRY LEADERS...BRIDAL REBRANDING... EMOTIONAL DECISION MAKING...WORKING IN A VIRTUAL WORLD... REINVENTING RETIREMENT...IS HIRING A LIFE COACH RIGHT FOR YOU? LONG LIVE LOVE
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Travel Window: June 7, 2016 - Dec 15, 2017 Black Outs: Dec 23, 2016 - Jan 02, 2017 & Apr 09, 2017 - Apr 23, 2017. The 30% discount on the Colin Cowie Wedding Collections does not apply towards the Colin Cowie Reception tables. Colin Cowie Wedding Collection discount is not combinable with Resort Credit to purchase package. The discount applies toward the Colin Cowie Wedding Collections available at Hard Rock Hotel Vallarta. Combinable with Book Early & Save, Kids Summer, Free Kids - All Year Family Category, Suite Deal, $1,800 Limitless Resort Credit, Double Limitless Resort Credit. No other promotions apply. If couple also receives upgrade with Wedding Group Benefits, they can pass it on to someone else in their group. Available Only when couple signs and maintains a group contract. Applies to NEW reservations only, existing reservations do not qualify. Not applicable to reservations with employee rate, travel agent rate, FAMS, complimentary or compensatory stays. Promotion code MUST be reported at time of booking for reservation to be entered correctly in our system -Promotion will not be honored if promo code is not reported.
WEDDING PLANNER MAGAZINE vol 6 issue 4
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FEATURES REAL WEDDINGS IN EVERY ISSUE 8 Wedding Industry Leaders 27 California 6 Letter 18 #BridalRebrand: Undertaking Change 29 Michigan 7 Contributors in the Name of Inclusivity 12 Ask the Experts © Lizzie Photography 20 How Emotions Affect Your Business COLUMNS 16 ABC News Decisions Industry Best Practices Industry Insight: The Year's Biggest 28 22 Is Hiring a Life Coach Right for You? 13 Wedding Trends 25 Learning from Experience! Takeaways from the NACE Annual Conference 19 Business Basics: Beyond Craigslist: Who to Hire and Where to Find Them 26 All Aboard the Technology Train: Simple Tips for Working in a 23 Master Profile: Shelby Tuck-Horton, MWP™ Virtual World 24 Seasoned Professionals: Reinventing Retirement
4 WEDDING PLANNER MAGAZINE Experience this beautiful complex made up of five hotels, all located on two miles of one of the best beaches in the Riviera Maya. Here, great Información de contacto stories begin as Barceló Maya Beach Resort has created the perfect para reservar: wedding packages for your special event. Through meaningful and [email protected] symbolic combination of traditions your marriage emphasizes a life-long (984) 875 15 00 Ext. 6764 commitment, as it is the strongest bond that takes place between you and your new spouse.
Barceló has the resources and expertise to transform your vision into reality. Plan your wedding with our experienced wedding planners who are ready to assist you in this amazing journey. letter
Leadership is essential. SEPTEMBER/OCTOBER 2016 | VOLUME 6 ISSUE 4 PUBLISHERS Nancy Flottmeyer, PWP™, and David Wood Whether we want to admit it or not, we need leaders in every aspect of life. True leaders EDITOR inspire us with their ability to take the reigns and guide us along the path toward a vision Beth Erickson
that is beneficial for the common good. In today’s cultural and political climate in which trust CREATIVE DIRECTOR in leadership has waned, it’s perhaps of even more importance to seek and find authentic Nancy Flottmeyer, PWP™ leaders for inspiration. CONTRIBUTORS Alan Berg, CSP® Ashley Brasier That’s why we asked our readers to nominate those individuals who exhibit true leadership Meghan Ely Beth Erickson qualities in the wedding industry. We asked. You answered. We were overwhelmed by the Bonnie Fedchock, CAE nominations that poured in and were excited to find so many fabulous individuals and Jennifer Gillihan Sonya Scott, MWP™ leaders in the industry—so much so that we found it difficult to narrow it down. With the help Susan Southerland
of our Advisory Board, however, we did just that. In this issue, you will find the list of Wedding PROOFREADER Planner Magazine’s Top Leaders for 2016. We know you will be inspired! Kim Seidel PHOTOGRAPHERS Andrea Flanagan Photography What could be more appropriate to kick off our premiere “Business Issue” than the feature Corbin Gurkin Photography on leadership? That’s right, this is our Business Issue. It’s designed to focus on you as entre- Justine Montigny Mandy Ford Photography preneur and business owner. Chock full of topics to help you better your business, this issue Marcus Lam explores industry trends, hiring, how emotions affect our business decisions, #BridalRebrand, Rick Aguilar Studios Shea Roggio Photography working in a virtual world, retirement, hiring a life coach, and more. We hope you enjoy it and find loads of useful information! ABC CORPORATE SALES Nicole DaSilva
And if you want even more useful information for your business, along with industry trends Wedding Planner Magazine, inspired by the Association of Bridal Consultants, is published bi-monthly by Wedding Planner and inspiration, plan to attend the Association of Bridal Consultants Annual Conference at Magazine LLC, 400 Main Street, La Crosse, Wisconsin 54601. the Hotel Adolphus in Dallas from Nov. 6 – 8! Phone: 608.796.2257. Fax: 608.796.2253. Email: nancy@wed- dingplannermag.com. Visit: www.WeddingPlannerMag.com. Copyright 2016 Wedding Planner Magazine LLC. All rights reserved. No part of this publication may be reproduced with- out written permission from the publishers. Wedding Planner Magazine does not necessarily endorse the claims or contents of advertising or editorial material. Printed in the U.S.A.
Beth Erickson Nancy Flottmeyer, PWP™ David M. Wood, Editor Publisher/Creative Director Publisher/President, [email protected] [email protected] Association of Bridal Consultants
UPCOMING ISSUE: DESIGN TRENDS - TRENDING YOUNG PLANNERS/ Wedding Planner Magazine ISSN 2160-3286 is published DESIGNERS - SUCCESSION PLANNING - COMMUNICATING CHANGE bi-monthly by Wedding Planner Magazine LLC, 400 Main Street, La Crosse, Wisconsin 54601. Circulation is 4,000. WEDDING PLANNER MAGAZINE ADVISORY BOARD Advertising is accepted; corporate ABC members receive a Tonia Adleta, PWP™, Aribella Events - Frank J. Andonoplas, MWP™, Frank Event Design - Alan Berg, CSP®, discount on rates. Annual subscriptions are $36. Periodical www.AlanBerg.com - Donnie Brown, CWP™ Donnie Brown Weddings and Events - Merryl Brown, CWP™, postage paid at La Crosse, WI and at Eau Claire, WI. Post- Merryl Brown Events - Mark Kingsdorf, MWP™, Mission Inn Resorts - Carmen Mesa, MWP™, Carmen Mesa master send changes to Wedding Planner Magazine, 400 Weddings and Events, Inc. - Shelby Tuck-Horton, MBC™, Exquisite Expressions and Events Main Street, La Crosse, WI 54601.
6 WEDDING PLANNER MAGAZINE contributors ALAN BERG is a successful business BETH ERICKSON is the editor of SONYA SCOTT, MWP™, is owner consultant and the wedding and Wedding Planner Magazine of A Perfect Day!, and Planner event industry’s only Certified and owner of Jobe Communica- Success in Knoxville, Tenn. As an Speaking Professional®, the tions, LLC, a writing, editing, and experienced wedding planner highest-earned designation for creative concept company. Beth and mentor, she helps overworked a professional speaker. He’s the is an award-winning writer who planners create businesses that author of three books and speaks, works within multiple industries. flow as smoothly as the weddings consults, and does sales training, She writes about industry leaders they plan. Find her at www. domestically and internationally. Find out more at in our cover feature on page 8. SonyaScottMWP.com. She writes about reinventing www.AlanBerg.com. He writes about emotional deci- retirement on page 24. sion making on page 20. BONNIE FEDCHOCK, CAE, is the executive director of the National SUSAN SOUTHERLAND started ASHLEY BRASIER is the wedding Association for Catering and her small business venture as a director for Thumbtack, an online Events, and she currently serves as wedding planner in 1992, and has service that connects consumers the chair of the Convention and since expanded her company, with skilled professionals. She Industry Council. Her article on the Just Events! Group, to include shares the latest trends and costs highlights of the NACE Experience three successful brands servicing of American weddings in Industry Conference is on page 25. corporate and social events. Insights on page 13. An entrepreneur, event planner, A life and business coach with author, business consultant, wife, and mother of four, MEGHAN ELY is the owner of wed- more than 20 years in the wed- Susan is considered one of the foremost experts in the ding PR and marketing firm OFD ding industry (10 as a wedding event industry today. Through her business coaching Consulting in Richmond, Va. She planner), JENNIFER GILLIHAN brings and seminars, Susan has revitalized programs for is a highly sought after speaker, a unique perspective on how internationally renowned corporations like Royal Ca- adjunct professor in the field of coaching can benefit wedding ribbean International, Universal Orlando Resort, and public relations, and a self-pro- industry professionals. She offers Loews Hotels. Read her tips on hiring employees for fessed royal wedding enthusiast. a variety of online courses as well your business on page 19. She write about #BridalRebrand as insightful blog posts through her website www.wed- on page 18 and about working in a virtual world on procoach.com. Want to know if a life coach is right for page 26. you? Read her article on page 22.
Balancing (or Trying Your Damnedest To Balance) Your Career With Home, Family and Changing The World with Kathy Najimy
ABC is thrilled to have famed actress Kathy Najimy as this years’s keynote speaker in Dallas on Monday, November 7th at Hotel Adolphus in the Century Ballroom.
Having appeared in over 30 films and numerous television shows, Kathy is probably best known for her multi-award winning roles in Sister Act, Hocus Pocus with Bette Midler, 14 yrs as Peggy Hill in the hit series King of the Hill, her hilarious/ feminist long running Broadway play and HBO specials: The Kathy and Mo Show, a recurring role on HBO’s VEEP — and of course Geri, Jennifer Lopez’ boss in The Wedding Planner. Her wild sense of humor and incredible personality, coupled with her real life roles as Producer, Mother, Wife and Social Activist, will certainly be the fabric of her Keynote at this years ABC conference.
Life is definitely a balancing act. Where do you focus your energy? We want to be successful, but we need quality time with those we love. Having spent a lifetime as an actress, an activist and a personality, Kathy Najimy will discuss the possibilities of Kathy Najimy accepting who you are while imperfectly balancing your loves, passions, family and the issues that move you. Kathy stands for equality, freedom, and respect for all... but, mostly, she stands for accepting yourself as you are and where you are — and having FUN!
It is a must-see presentation. For more information about speakers, events, hotel reservations and registration go to acin isto: abcannualconference.com ABC Conference At A Whole New Level
WEDDING PLANNER MAGAZINE 7 TOP WEDDING INDUSTRY LEADERS—2016 | BETH ERICKSON WEDDING INDUSTRY LEADERS It's hard to define what makes a leader. Yet, when we're in the presence of one, we know it. Leaders are visionaries. They influence others. They work for the common good. These six, peer-nominated leaders are our picks for today's Wedding Industry Leaders.
Courtesy of Frank J. Andonoplas, MWP™
hat individuals and companies in the industry rise above board to review these nominations and choose the top industry Wthe competition when it comes to advancing the industry, leaders. It was a difficult process as there were many fabulous reinvention, having a clear and distinct brand, and more? We candidates, but we did narrow the field and are pleased to asked readers, and the nominations poured into our inboxes. We announce the 2016 selections for Top Wedding Industry Leaders then asked the Wedding Planner Magazine team and advisory right here.
8 WEDDING PLANNER MAGAZINE INDUSTRY LEADER— INDUSTRY LEADER— WEDDING PLANNING/DESIGN WEDDING PLANNING/DESIGN Lynda Barness, MWP™ Frank J. Andonoplas, MWP™ Owner, I DO Wedding Consulting, Owner, Frank Event Design, Chicago Philadelphia www.FrankEventDesign.com www.IDoPlan.com
About Frank: For the past 23 years, Frank has owned Frank Event Design, About Lynda: After completing the certificate program in Wed- a full-service event design and planning firm. Since 2010, he has been ding Planning and Consulting at Temple University in Philadelphia, an adjunct professor at DePaul University, where he teachers business Lynda launched I DO Wedding Consulting in 2005 as an encore etiquette and wedding and event planning management. Active in the career. Throughout the years, she has been a participant and leader industry, Frank served as Illinois state coordinator for the Association of in a variety of civic, philanthropic, and political activities, serving on Bridal Consultants, and was awarded its coveted Penner Award for pas- a number of boards. She has been a frequent wedding industry sion and excellence to the industry. He has won more than 20 Chicago speaker, judge for industry awards, author of published articles and Excellence Awards for best wedding and the prestigious Gala Award blogs, has been quoted widely in the press. She is now teaching “The for Best Wedding from Special Events Magazine. He was named Event Business of Wedding Planning and Consulting” in the Temple Univer- Planner of the Year at the Catersource/Events Solutions Conference and sity program in which she got her start. Although Lynda contributes to Chicago’s Favorite Wedding Planner by Today’s Chicago Woman. He is a the outside world, she has always been involved in the daily tasks of member of the advisory Boards of Special Events Magazine and Wedding running a demanding business. In 2015, she shared her favorite an- Planner Magazine*. His expertise is consistently shown in all major local ecdotes of magic and mishaps, collected through years of working in and national bridal magazines as well as local Chicago television stations, the wedding industry, when she published the book I DO: A Wedding CBS’s The Early Show, and ABC’s 20/20 nationally. Most recently, he was Planner Tells Tales. inducted into the Chicagoland Entrepreneurial Hall of Fame. Frank’s Goals: “I would like to be teaching more than I am now. I feel that my vast knowledge and experience can benefit those starting out in the industry.”
© Shea Roggio Photography
Lynda’s Goals: “Our tag line is, ‘Your Day, Your Way,’ and we serve as trusted guides through the process of wedding planning. We special- ize in creative, fun, sophisticated, and very personal weddings, and our goal is to continue to educate while we share our experience and © Rick Aguilar Studios expertise.” Testimonial: “Frank is an expert in knowing every aspect of what is involved in planning weddings. He understands his clients so well Testimonial: “With Lynda, no detail is overlooked—from concept to that he makes our process for floral and décor much easier. Frank wedding day. Working with Lynda throughout the past 12 years has educates his clients on floral décor in advance—budget and style. allowed me to see how exceptional she is. She has the ability to de- Frank allows the client to choose what they like but guides them to liver on her clients’ highest expectations while supporting her vendors make the most aesthetically pleasing and practical decisions. He is and making sure they have the tools needed to achieve their best.” very professional and loyal. I have worked with Frank for 15 years, and - Sarah DiCicco, international wedding photographer, Wayne, Pa. he remains passionate with each new client.” - Stephanie Gowder, Anthony Gowder Designs, Inc., Chicago
* Note: As a member of the Wedding Planner Magazine Advisory Board, Frank recused himself from voting for individuals in this category.
WEDDING PLANNER MAGAZINE 9 INDUSTRY LEADER—VENDOR INDUSTRY LEADER—VENDOR Kate Patay, CPCE Amy Green & Melanie Marconi Creative Coverings Where Will They Stay? www.creativecoverings.com www.WhereWillTheyStay.com
About Creative Coverings: Creative Coverings is a nationwide spe- About Where Will They Stay?: This company is the first to offer room- cialty linen rental and sales company that offers high-end tablecloths, block procurement for the social event planning community in North runners, chair covers, chair accessories, napkins, and couture pillows. America. After more than a decade of setting up room blocks for The company prides itself on providing the highest quality linens with conferences and conventions around the country, Amy and Melanie fabulous customer service at price-points customers appreciate. Its ex- founded Where Will They Stay? to help relieve a pain-point for both tensive line of colors and fabrics suit any occasion. New styles, colors, the event community, as well as couples and families hosting events. and sizes are continually being added to the linen rental collection. Their official motto is: “The Most Important Weekends Begin at Check- Custom-made items for both rental and purchase are also available. In,” and they believe that welcoming guests to a special event starts Creative Coverings is the only national linen company with the covet- from the moment of their arrival to the host city. ed Emerald Green certification. Company Goals: “We are continuing to push the envelope in terms of Goals: The design team at Creative Coverings aims to continue our unique combination of highly customized service and innovative staying ahead of fashion and décor trends and translating those use of technology. We are always striving to provide the best guest trends into chic tabletop fashions. The company passionately appre- experience, while saving time for our clients.” ciates the opportunity to educate clients on forecasting these trends and incorporating them into lavish or budget-conscious events. Kate Testimonial: “Since their launch in 2014, Where Will They Stay? has Patay, CPCE, and current vice president of the Board for the National grown exponentially and has enjoyed a number of national press Association of Catering Executives, will continue to speak at various mentions, including SpecialEvents.com, Book More Brides, Sage national conferences, industry association meetings, and trade shows Wedding Pros, and The Wedding & Event Institute Blog. Where Will on how to stay ahead of the competition with tips on how to forecast They Stay? engages clients with an interactive ‘request-ionnaire’ to the future of catering, wedding, and event trends. pull pertinent information, keeping guest experience in the forefront of event planning. This, among other aspects, led to Where Will They Testimonial: “Our Utah brides are becoming more and more sophisti- Stay? being selected as an Event Solutions Spotlight Award finalist.” cated with their eyes set on creating all the trendy weddings they see - Meghan Ely, OFD Consulting, Richmond, Va. on Pinterest! With our limited selections in Salt Lake City, we needed to find a good linen partner that had fabulous linens at the best price. Our first choice for the finest linens is Creative Coverings. Each linen arrives impeccably packaged; plus their customer service is over the top! - Mary Crafts-Homer, Culinary Crafts, Salt Lake City, Utah
© Mandy Ford Photography
10 WEDDING PLANNER MAGAZINE INDUSTRY LEADER— INDUSTRY LEADER—ASSOCIATIONS SOCIAL MEDIA/CONSCIOUSNESS Gloria Boyden Kathryn Hamm Director of Education, Association of Founder, GayWeddings Bridal Consultants Owner, Made By Kathryn, Washington, D.C. www.BridalAssn.com www.GayWeddings.com Owner, Events by Design, Indianapolis www.MadeByKathryn.com www.eventsbydesignindy.com
About Kathryn: Kathryn Hamm is the publisher of GayWeddings, About Gloria: A few years after joining the Association of Bridal Consul- the pioneering resource dedicated to serving same-sex couples since tants (ABC), Gloria took the Professional Development Program. Later, 1999, and an education expert for WeddingWire. She is also co-au- after moving to Carmel, Ind., from northwest Indiana, she became part thor, with Thea Dodds, of the groundbreaking book, The New Art of the wedding community and then the ABC Indiana state coordinator. of Capturing Love: The Essential Guide to Lesbian & Gay Wedding During her tenure, with the help of Kay Krober, she established “Art of Photography. A natural educator, Kathryn writes, speaks, and consults the Table,” an Indianapolis design event featuring the table designs of with wedding professionals about same-sex wedding trends, best Indiana wedding planners. What began with eight tables and 90 people practices when serving today’s couples, and how to think “outside the in attendance, morphed into a two-day event with 25 tables and 300 box” when considering the modern market. She has also provided attendees. Proceeds funded educational initiatives and scholarships. In expert analysis for a wide range of national on air, digital, and print 2009, the Indiana chapter was asked to host the ABC’s annual confer- media, including MSNBC, National Public Radio, The New York Times, ence, which it did to rave reviews. As state coordinator, Gloria also wrote the Washington Post, the Associated Press, and CNN. and copyrighted a book to train new planners in the basics and she, along with ABC member Elise Enloe, wrote the materials for the World of Wedding Planning seminar that is still being used. In 2014, she was named ABC director of education. She established monthly webinars and rewrote the Professional Wedding Planner™(PWP™) course.
Gloria’s Goals: “Step down as director of education so someone new- er can fill that role; mentor newer planners; review and rewrite some of the test questions for the PWP™ program and find some updated photos for it to keep the course fresh and relevant."
Testimonial: “Throughout her tenure, she has cared deeply about the education given to the membership of the ABC. . . In 2009, she was the chairperson of the Business of Brides conference in Indianapolis. At that conference, she insisted that good education would bring people to the Midwest. It did! Peggy Post, Sylvia Weinstock, and Gene Huddleson were among the dozens of speakers. Art of the Table, a design-based event in memory of a dear friend and ABC member was her brainchild, but she always insisted the money go to education and scholarships. Because of her foresight, Indiana members have © Andrea Flanagan Photography been able to attend Business of Brides for over 10 years.” - Monica Richard, MWP™, Mon Amie Events, Indianapolis WPM Kathryn’s Goals: “Through education and product development, I will continue to be an agent of change and a champion of multicultural inclusivity in the wedding market. Simply put: #BridalRebrand or bust.”
Testimonial: “A natural educator, entrepreneur, and public speaker, Kathryn Hamm, publisher of GayWeddings, is a true leader in the ad- vancement of same-sex equality in the wedding and events industry. Every bit of the work Kathryn has done, from professional speaking Photos courtesy of Gloria Boyden, MWP™ to site marketing to building relationships, has had an impact on the larger mainstream wedding and events market. The group that’s been a big part of that change is wedding professionals. Kathryn has worked tirelessly to educate wedding professionals about same-sex couples, therefore helping to shift their perceptions and readiness and willingness to work with all couples.” - Lauren Hartman, WeddingWire, Arlington, Va.
WEDDING PLANNER MAGAZINE 11 ASK THE EXPERTS
Tonia Adleta, PWP™ Frank J. Andonoplas, MWP™ Donnie Brown, CWP™ Merryl Brown, CWP™ Carmen Mesa, MWP™ Shelby Tuck-Horton, MBC™ Aribella Events Frank Event Design Donnie Brown Weddings Merryl Brown Events Carmen Mesa Exquisite Expressions and Events Weddings and Events and Events
Q: “WHAT IS THE MOST SUCCESSFUL ADD-ON SERVICE TO WED- Q: “IF YOU WERE TALKING TO YOUR YOUNGER SELF ABOUT GET- DING PLANNING, E.G.: CELEBRANT, STATIONERY, DÉCOR, ETC.?” TING INTO THE INDUSTRY, WHAT WOULD YOU ADVISE YOURSELF - Melina Nicholson, Cinque Terre Weddings, Monterosso al Mare, Italy TO DO ABOUT MARKETING, SOCIAL MEDIA, HOW TO HANDLE CUSTOMERS, MENTOR, ETC.?” “Invitations, stationery, all printed material, and wedding accessories. - Michelle McCall, CWP™, My Unique Wedding Day, Denver Easy and natural add on—and profitable!” - Frank “The first is to take better care of you. Physically, emotionally, mentally, spiritually—you are the glue holding your world together, including “For us, it is décor. We have a wonderfully curated selection of unique your clients’ weddings, and without proper care, you can’t show up for decorative items that we use a few times and then rotate out. We try others the way you need to. Next, I would highly recommend a men- to use items no one else has, so that when we merchandise with these tor and consistent professional development. Lastly, I’d incorporate things, they make for interesting, one-of-a-kind, beautiful vignettes. It is others into my business sooner, especially when it comes to market- of great benefit to us, because we can style our events with the things ing and social media. Both of those roles are full-time jobs in and of we want to use and create exactly the look we want. This has been a themselves; having the right people on your team who can manage really nice additional source of revenue.” (or direct you into bite-sized, actionable steps) is crucial.” - Merryl - Tonia
“I’m going to play the Socrates' card here and ask, ‘How do you “Think big and get big. Think small and get small. If you want to be a define success?’ In many cases, décor is a great add-on, but only if serious choice, you need to invest in good branding, marketing, and you have the space, staff, internal structure, and time to effectively a website. If you look for the free or cheap option, don’t be surprised manage inventory. In just as many cases, procuring too much or the when you get leads that want to spend little on your service.” wrong inventory items puts a wobbly service-oriented business under. - Alan I’ve been able to merge two businesses together, bringing both the décor (floral and rentals) and planning under one roof. Throughout “Spend as much time as possible doing due diligence, making sure that process, I’ve maintained stationery (on a limited basis). I’ve that you understand the industry, jargon, players, pitfalls. Spend one seriously considered becoming a licensed celebrant as an emergency year as an intern to really understand how things work. Join sever- back-up. My concern in adding the celebrant title along with planner al industry groups, take classes, read everything you can find, and as a business choice is that it leaves you very little space to do either become the best at something. Set yourself apart with something that at 100 percent. Know what brings you the most joy, what you are best defines you at your best. Pay attention to your radar about customers, at, and what your market will bear. Focus your efforts there, and if employees, and vendors. One bad apple can derail years of hard you’re considering new ventures, create a way to test them in small work. Find a mentor and look to that person when you are out of ways without putting your main business in jeopardy.” your depth. When you hit it big, remember where you came from and - Tonia remember to pay it forward.” - Merryl “There are so many add-on services these days. Certainly, the acces- sory items such as guestbooks, pens, ring bearer and flower girl items, “Try the things that you think will work. If it works, great, if not try champagne flutes, cake knives and servers, favors, etc.—the list goes on another way of doing it, sometimes over and over. It’s called growing and on.” pains. We all go through it. I’ve learned that nothing worthwhile in life - Donnie is easy. Be patient. This is a process.” - Frank “Association of Bridal Consultants members can easily become a Certified Sandals Specialist and add on travel to Sandals properties as an income stream. Selling invitations and accessories is another income stream. Another popular income stream is linen rentals.” - Shelby
12 WEDDING PLANNER MAGAZINE “I would tell her to spend her marketing dollars wisely and focus on “Well, this is a good reason for written contracts, bigger deposits, and her ideal clients. I would tell my younger self to pick two or three social keeping detailed notes. If you use a shared online platform, you can media platforms, and do those well. I would tell my younger self to have quotes for the things that aren’t in the contract, but that you always listen to the client, always reside in your truth, and always offer discuss with them. In the case of this bride, just smile, and tell her how great customer service. I would tell my younger self to find a mentor much it will cost for the additional things. It’s okay for people to ask who has the same values and is doing or has done what I want to do. for more, you don’t have to provide it, but keep it friendly and show You do not have to walk this journey alone. There are mentors, coach- her that you want to help bring her vision to life, it just isn’t what she es, and teachers willing to help you along your journey.” originally asked for.” - Shelby - Alan
Q: “MANY WEDDING PLANNERS START OFF WORKING FOR THEM- “You must begin with the end in mind. The way that we handle this SELVES AND THEN EXPAND WITHOUT EVER HAVING WORKED IN A is in our contract before we go to work for a client. It states that if the WEDDING-PLANNING AGENCY, AND SO, HAVE LITTLE EXPERIENCE guest count goes up, the fees go up. They have to initial this and ON HOW TO EFFECTIVELY EXPAND THEIR WEDDING-PLANNING OPER- agree to it before we get started. We are all aware of how often this ATIONS. HOW ARE THE POSITIONS IN YOUR AGENCY SEPARATED?” happens. By beginning with the end in mind, you know that this will - Melina Nicholson, Cinque Terre Weddings, Monterosso al Mare, Italy likely be the outcome, so begin with a contract that lays out how things will go once it does.” “It took me several years to figure this out for my company. I handle - Merryl all sales and marketing and all design for my company’s events. Everyone else on my team is an excellent project manager, and they “This should be handled in your contract, which should spell out the handle every aspect of their weddings and events except for booking depth of what you are doing and providing. A clause needs to be them and designing them.” in there to reflect that if things change from the time the contract is - Merryl signed, you have the right to re-price your services accordingly.” - Frank “I am different from other consultants. I only accept one wedding a weekend. This is how I have branded myself. I don’t have, nor do I “If the client is adding to our scope of work, we add an addendum to want to have a staff of multiple consultants or wedding-day directors the contract reflecting the additional work and cost.” doing multiple weddings on the same day.” - Shelby - Frank “I don’t understand why you would have a problem with increasing “It works best if team members work according to our strengths. For services that you will be paid for. Why do you think it’s dishonest that example, some people are strong with design while another team everything was not disclosed in the beginning? Changes and addi- member may be excellent with logistics. It just makes for a happier, tions are part of the planning process. As long as you can still provide more cohesive group working together in our areas of strength.” quality services with the additions, then take them and be grateful for - Shelby the added income.” - Carmen Q: “WHAT SHOULD YOU DO WHEN A BRIDE IS DISHONEST ABOUT HER WEDDING DETAILS TO AVOID PAYING A LARGER DEPOSIT, “You should have an ethics clause in your contract that includes but THEN AS YOU GET CLOSER TO THE WEDDING DATE, ALL OF A SUD- is not limited to lying. That clause can come with the ability to cancel DEN SHE’S ASKING FOR CHANGES, QUOTES ON CERTAIN THINGS and retain the funds, or charge a PITA tax for the headache. Make SHE’S INQUIRING ABOUT? HOW DO YOU DEAL WITH THAT? SINCE sure up front that honesty in the process is paramount—and that you WE PROVide décor ITEMS LIKE LINENS, BACKDROPS, AND FLO- rely on the client to give you accurate information for you to effectively RAL, IT DIRECTLY AFFECTS SOME OF THE PRICING.” do your job.” - Michelle Moreno, Bella Amour Hawaii, Honolulu - Donnie
“I’d highly recommend adding a ‘change-fee’ clause to your contract. Establish what you think is a reasonable rate and a comfortable time- Do you have a question? Ask our experts by emailing your frame for you to have all decisions final. ‘Any changes made after X question, along with your name, designation, business name, date incurs a change fee of $XX.’ Make your change fee high enough city, and state to [email protected]. Be sure to to prevent them from throwing you a last-minute curve ball and enough put "Ask the Experts" in the subject line. that if they do, you won’t resent them for it. Be careful with thinking that the couple is being dishonest. While it might seem they were being dishonest, odds are high they’ve never done this before and didn’t have their budget lined up with their expectations . . .Unless you have hard evidence to the contrary, give them the benefit of the doubt.” - Tonia
WEDDING PLANNER MAGAZINE 13
INDUSTRY INSIGHT | ASHLEY BRASIER THE YEAR’S BIGGEST WEDDING TRENDS id you know that U.S. couples are • Bright palettes: Popular colors include reds Dspending 20 percent more on wedding and bright blues, with pops of yellow and THE NUMBERS AT A GLANCE services this year, or $12,189 on average gray neutrals to hold it all together. Metallic nationwide? Thumbtack, an online service accents stay popular, emphasizing glam. National Averages—Costs and Customer Profile connecting consumers with skilled profession- $12,189: Average amount American couples will als, reviewed data from hundreds of thou- REGIONAL DIFFERENCES ABOUND spend on essential wedding services, excluding sands of wedding requests to uncover the Where a couple is from and where they hold venue, dress, and rings trends and spending habits of real couples in their nuptials does make a difference in the 98: Average number of guests America before releasing its 2016 Wedding size and style of their wedding. Regional 33: Average marrying age 75%: Employed full-time Trends Report. differences include: 5%: Students 45%: Homeowners WHAT’S “IN” FOR WEDDINGS? • Northeast and Mid-Atlantic affairs tend to be Overall, Thumbtack’s study reveals a unique more expensive: Formal dinners and a large Top 5 Most Expensive States in Which to Wed* look at what is trending—not just what hap- number of guests most often drive this higher Connecticut - $17,211 pened at weddings last year. In addition to cost. In New York, 33 percent of couples New York - $16,305 increased spending, trends include: request plated dinners. In Washington, D.C., District of Columbia - $15,835 48 percent of couples request hors d’oeuvres. Rhode Island - $15,233 • The new theme is no theme: Couples are Pennsylvania - $14,722 increasingly focusing on small details, not • The Midwest has the biggest weddings: big themes, to set their weddings apart. In Midwestern states like Minnesota and Top 5 Least Expensive States in Which to Wed* Missouri - $9,031 Wisconsin, weddings are bigger. More than Nevada - $9,095 • : Videographers are 60 percent of couples welcome 100 or more Highlight videos are hot Arizona - $9,593 seeing an eight percent uptick in requests guests. The smallest weddings are in destina- Kentucky - $9,712 for highlight videos, which incorporate per- tion locations like Hawaii, where 43 percent Utah - $9,804 sonalized messages from guests and are of couples welcome fewer than 20 guests. created for social sharing. Top 25 Most Expensive Metro Areas in • BBQ and Mexican catering vs. Italian and Which to Wed* • Laser-cut details are everywhere: Invita- American cuisine: Italian and American New York, NY - $16,077 tions, place cards, and even placemats. food are crowd pleasers at weddings Philadelphia, PA - $15,434 across the country. In fact, there are only Pittsburgh, PA - $14,287 • Cupcakes aren’t going anywhere: Ten per- two states that would prefer another type Baltimore, MD - $14,261 Providence, RI - $13,990 cent more couples are featuring cupcakes of cuisine at weddings—both Kentucky and San Francisco, CA - $13,734 this year compared to 2015, showing that South Carolina prefer BBQ. Unsurprisingly, San Jose, CA - $13,418 this personalized touch has staying power. Mexican is popular throughout the South- Cleveland, OH - $13,416 west, with 43 percent of couples in New Washington, D.C.-Northern VA - $13,303 • Formal receptions on the rise: There has Mexico requesting Mexican food. Minneapolis-St. Paul, MN - $13,173 been a 26 percent increase in couples New Orleans, LA - $13,089 requesting servers for formal dinner recep- • Pop music reigns at the reception, but coun- Boston, MA - $13,028 tions and a 32 percent increase in couples try’s close behind: Wedding guests across Miami, FL - $12,923 requesting plated meals. the majority of the United States (46 states) Los Angeles, CA - $12,709 prefer pop music, but country is a close sec- Chicago, IL - $12,449 • Traditional tiers: Cakes are also getting ond choice in several states, including Texas. Milwaukee, WI - $12,197 Seattle, WA - $12,149 taller, with a 55 percent increase in couples Detroit, MI - $11,819 requesting a three-layer cake. • Vermont braids and Southern locks: A time- Memphis, TN - $11,805 less romantic look is common. However, Portland, OR - $11,714 • Big, bold visuals: From wedding theme brides in Vermont prefer braids, while brides Columbus, OH - $11,692 colors to bridal beauty looks, weddings are in most other locales prefer a half-up/half- Austin, TX - $11,519 featuring big visuals. down look. Long, curly hair is especially Rochester, NY - $11,472 popular in Southern states like Arkansas, Charleston, SC - $11,448 • Glam beauty: There’s been a 75 percent Louisiana, and Mississippi. Sacramento, CA - $11,349 increase in brides requesting glam hair and makeup, with touches like highlights, contour- Full results of the study are available * Amount based on essential wedding services, ing, and bold lip colors. There is also a 70 at https://www.thumbtack.com/wed- excluding venue, dress, and rings. percent increase in requests for false eyelash- dings/#weddingsreport. WPM es and airbrushing and a 15 percent increase __ in brides planning to wear a classic veil. Ashley Brasier, Thumbtack, San Francisco
WEDDING PLANNER MAGAZINE 15 ASSOCIATION OF BRIDAL CONSULTANTS MEMBER NEWS
Achievements ceremonies involve a large number of people, prehispanic music with drums and snails, and many significant elements, like uniting the Tracy Dapp, PWP™, Inked Events, Salem, N.H., was voted 2016 New couple under a shawl. It is a highly participative event. Photo is by @ Hampshire’s A-List Best Wedding Planner. Lunagainza Miguel Angel Luna. Meghan Ely, owner of OFD Consulting, Richmond, Va., was involved David Snook, CWP™, owner and designer of Mx2 Event Design, Har- in Richmond Region Tourism’s “Say I Do with OutRVA” campaign, risburg, Pa., is pleased to announce his exclusive partnership with the which was awarded a Capital Award of Merit in Creative Tactics in newly renovated Capitol Room at the Harrisburg Midtown Arts Center. the 2016 Virginia Public Relations Awards. This vintage ballroom, with space for up to 450 wedding guests, boasts such features as state-of-the art sound and lighting with a full John Goolsby, MEI, Cr.Photog CPV, MPV, God- performance stage, vaulted ceiling, floor-to-ceiling arched windows, father Films, Riverside, Calif., and Locust Valley, a full bar with outdoor balcony access, and a gorgeous view of the N.Y., was selected to deliver a keynote presen- Capitol dome. On-site catering is available for up to 200 guests, with tation at the Wedding MBA Conference in Las the option of hiring outside caterers for larger events. The exclusive Vegas Oct. 3 – 5 for the fourth consecutive time. interior balcony VIP room is perfect for wedding parties or VIP guests. Photo by Happy Photos, Inc. Bar packages are available. Bookings are open for late 2016 and be- yond. This stunning venue is the perfect setting for vintage, industrial, Sara Leach, A-One Weddings & Events, Cheyenne, Wy., was named upscale, or “Rock Star” weddings and events. among the “Top 20 in their Twenties” from the Greater Cheyenne Chamber of Commerce. Media Lynda Barness, MWP™, I Do Wedding Consulting, Sandra M. Monahan, Philadelphia, was named to the 2016 Readers MWP™ and Master Choice Best of Mainline medianews. In addition, Life-Cycle Celebrant® she was asked to be a guest blogger with four of Weddings Without posts on the National Association for Catering Worries, Wexford, Pa., and Events website and one of her weddings was presented Business featured in Main Line Today magazine. Etiquette to the Inter- national Live Events Pearlice Diggs, PWP™, P3 Weddings & Events, Hope Mills, N.C., was Association’s Indiana featured in a “Day in the Life” article on the Planner’s Lounge Blog. Chapter at their net- working luncheon on Lisa Kenward Events, Hilton Head Island, June 15 at Fleming’s Prime Steakhouse and Wine Bar in Indianapolis. S.C., was voted the Best Event Planner by The presentation, “What Does Etiquette Really Mean to your Busi- Island Packet readers. The company was ness,” included networking, handshaking, introductions, dining skills, one of 26 nominated in that category. Lisa and social media. Monahan’s business services include wedding Kenward Events is Hilton Head Island’s consulting, ceremony officiating, and etiquette education for personal, premier wedding planning business, business, teens, and children. coordinating sophisticated, creative, and memorable events.
Sandra M. Monahan, MWP™, and Master Life-Cycle Celebrant®, Weddings Without Worries, Wexford, Pa., was recently published in the Celebrant Foundation and Institute’s Celebrancy Today magazine spring 2016 issue. The article was “Life-Cycle Celebrants are True Professionals.”
Marcela Villaseñor Saavedra, ABC™, of Bodas Huatulco in Oaxaca, Mexico, reports that they are now offering Zapotec Weddings. These
16 WEDDING PLANNER MAGAZINE Mountains Gayle O’Donnell, MWV™, Paper Passionista, ABC DIRECTOR LISTING & Meadows Seattle, was chosen “Best Place to Purchase President, David M. Wood III Weddings & Wedding Supplies” in Seattle Bride Magazine Co-Founders, Gerard J. Monaghan and Events, DBA Best of 2016 awards. The award was present- Eileen P. Monaghan JoAnn Moore ed at the Seattle Bride Magazine Best of 2016 Director of State Managers, Weddings, gala on June 21. Beverly Ann Bonner, APR, MWP™ Vail, Colo., has [email protected] been honored Designations Director of Operations, Elayne Anderson with The Knot’s Hall of Fame Award, which is PROFESSIONAL WEDDING PLANNER™ [email protected] the result of being voted number one in the Denise Nicolette, What a Day Weddings, LLC, Director of Social Media, Candice Benson, MWP™ market for four years running. The company Scottsdale, Ariz. [email protected] is now part of the elite group, The Knot Hall Director of Education, Gloria Boyden, MWP™ of Fame. Photo is of JoAnn Moore and Mindy PROFESSIONAL BRIDAL CONSULTANT™ [email protected] McNitt with JoAnn Moore Weddings. Tkahiro Taguchi, Japan Director of Marketing, Nicole DaSilva [email protected] Creative Director, Nancy Flottmeyer, PWP™ [email protected] Director of Ethnic Diversity, Lois Pearce, MWP™ [email protected] Member Services, Annemarie Steiner [email protected]
ABC Office 1.860.355.7000, fax 1.860.354.1404, www.BridalAssn.com, 56 Danbury Road, Ste. 11, New Milford, CT 06776.
ABC CODE OF ETHICS Our ABC members agree to: • represent each client fairly and honestly, providing all agreed-to services in a timely and cost-efficient manner. • establish reasonable and proper fees for services and provide written estimates to each client. A wedding done by All the Best • use honest, factual advertising. Weddings & Celebrations – a • deal with employees and clients fairly, in an unbiased manner. WKE, LLC, and Kathi R. Evans, • disclose to clients any payments received from AWP™, Toms River, N.J., was suppliers. featured in the spring 2016 issue of • operate an establishment that is a credit to the Inside Weddings Magazine. Photos community. are courtesy of Images by Berit.
NATIONAL BRIDAL SALE A SUCCESS! More than 800 shops participated in the first Guide, Bridal Clicks, Vows Magazine, IBMA, annual National Bridal Sale Day: "One Day, the Association of Wedding Gown Special- Your Day, Your Dream Dress for Less!" on ists, and others help promote the event. Saturday, July 16. Brides purchasing a dress received a $25 gift certificate toward the cleaning of the gown. The event takes place annually on the third The certificate is valid at any participating Saturday of July. The date for 2017 is July "Certified Wedding Gown Specialist." 15. TheKnot.com, MyWedding.com, Bridal
WEDDING PLANNER MAGAZINE 17 FEATURE
#BridalRebrand: UNDERTAKING CHANGE IN THE NAME OF INCLUSIVITY his is a unique era for the wedding industry. words like “couples,” “pairs,” or “to-be-weds.” in the first 10 minutes of your in-person sales TA social evolution that has created growth It’s easier than it seems. Replace “bridal” with meetings, or are you demonstrating how open opportunities for tuned-in business owners is “wedding,” as in “wedding party,” “wedding you are to their individual needs? unfolding. Recognition of marriage equality is market,” and “wedding shows.” Attending to not unique to the United States. It is a global these modifications is a matter of habit. ADDED BENEFITS OF REBRANDING phenomenon, demanding a response from When your #BridalRebrand is complete, industries serving same- and opposite-sex WHERE TO BEGIN? you will communicate a more accepting couples. It demands a #BridalRebrand. A rebrand is a huge undertaking, so approach perspective to couples from all walks of life. it in pieces. Take an eagle-eye view of your en- More couples will book your services, pushing WHY REBRAND NOW? tire brand. “Ask yourself: Am I communicating you ahead of competitors who may not be According to Bonnie Fedchock, executive di- inclusively to the market I wish to serve? Would as open. “Both same-sex and opposite-sex rector of the National Association for Catering grooms feel welcome seeking me out? Would couples are seeking vendors that are fully and Events (NACE), there has been significant same-sex couples feel comfortable seeking me inclusive now,” says Brit Bertino, president of change in the industry. "The result is a much out? Would today’s millennial couple (LGBTQ the Wedding Industry Professionals Associa- more diverse population, including cultures, or non-LGBTQ) feel comfortable?” says Hamm. tion. “Don’t be surprised if you notice yourself customs, needs, and desires. This change surpassing your competitors who choose to presents opportunities for wedding profession- Review your marketing materials, says Fed- shut out a major demographic—meanwhile, als to differentiate themselves and offer both chock, “including print and electronic pieces, you’ll be light years ahead!” specialty and inclusive services,” she says. but especially, your website. Be sure the videos, pictures, and language are all representative Kevin Dennis of Fantasy Sound Event Services in Indeed, just 10 years ago that sensitivity of and appealing to the markets you wish to Livermore, Calif., says, “We have had many more toward inclusive language was considered serve.” On your website, Wood recommends same-sex couples, as well as received compli- “optional.” As marriage equality picked up you “show photo highlights of your prior wed- ments on our inclusivity from our other couples.” steam, it became essential, especially in states dings, with couples of many backgrounds. Use that legally recognized same-sex marriages. venue settings, from casual to formal, and both According to WeddingWire’s 2016 Survey of Now, it is a mandate. “The call for inclusivity indoor and outside. Depict people of diverse Contemporary Couples & Current Wedding is a basic, understood best practice,” says backgrounds and ages. You want as many Trends, approximately 50 percent of oppo- Kathryn Hamm of GayWeddings.com. people as possible to feel comfortable when site-sex couples consider inclusivity a factor reviewing your marketing materials.” when choosing a vendor, in addition to 99 The wedding industry has notoriously marketed percent of LGBTQ couples. “It starts with to “brides”—to the exclusion of grooms. Sup- Regularly revisit your SEO keywords to keep each individual wedding professional taking porting inclusivity provides us with the perfect your site optimized. Plan and implement new a look at what he or she offers in terms of opportunity to correct this omission. It allows in- strategies to boost your search engine rank- products and services and how that message clusion of gay grooms, straight grooms, lesbian ings among same-sex couples. Rebranding is is being articulated, doing market research to brides, straight brides, and those who do not a process. Share your journey with your blog understand what today’s couples need, and identify with traditional labels. audience. Let them know you are in the midst then budgeting to move away from the bridal of a #BridalRebrand. You’ll keep the interest of bias,” says Hamm. As David Wood, owner of the Association of couples seeking inclusivity and cast yourself and Bridal Consultants (ABC), emphasizes, “We all your business in an accepting, progressive light. THE FUTURE OF THE INDUSTRY serve a global marketplace today. Since so many Rarely does a marketing movement yield such couples will find you through the Internet, your BEYOND WEBSITES AND BROCHURES redeeming social value, but in the case of re- platform needs to be as inclusive as possible.” Rebranding also means examining all aspects branding for inclusivity, the benefits significant- of your business and your personal assump- ly outweigh any effort or inconvenience. The USING ALTERNATIVE LANGUAGE tions. Don’t neglect your company name, more we honor diversity, the more accepted If references to “brides” and “bridal” are logo, tag line, product offerings, and the same-sex weddings will be by all. WPM out, what alternative language is available? language you use in conversation. Are you __ Replace hetero-normative references with making assumptions that exclude couples Meghan Ely, OFD Consulting, Richmond, Va.
18 WEDDING PLANNER MAGAZINE BUSINESS BASICS | SUSAN SOUTHERLAND, PWP™
BEYOND CRAIGSLIST: WHO TO HIRE AND WHERE TO FIND THEM
nce you make the decision to expand your business, you need you don’t mind publicly posting your job opening among friends and Oto make sure you hire the right people. Good employees make colleagues, you may be able to benefit from your friends’ networks. the difference between great success and complete frustration. Here LinkedIn, in particular, is a good place to research potential employ- are some tips to help you make good, solid decisions when hiring ees and reach out to them directly. your team. If you know the type of employee you need, you can search for him 1. PAINT A PICTURE OF THE PERSON YOU WANT TO HIRE. or her in a more organized fashion. If you don’t mind mentoring What type of employee do you need? Are you trying to hire an assis- someone, you can find great employees through local colleges and tant or someone who can duplicate what you do? trade schools. Students will not only be willing to work for a lower wage, but I’ve found that employees who are newly graduated tend Do you want to mold someone, or do you want someone who can to be energetic, full of new ideas, and open to learning my methods step right in and get the job done from day one? and procedures.
Make a list of tasks you will need this person to do. Do you need If you get involved with one or more of the colleges in your area, someone who’s comfortable networking, someone who writes well, you can shorten the hiring process by getting to know potential someone who can keep you organized, someone who sells well, etc.? candidates. I have found some wonderful employees after lectur- ing in one of their classes or being a guest speaker at one of their Think about your weaknesses. How might an employee improve your student organization meetings. Seeing them interact with other business by doing things that you’re not good at? When I started students and how they perform in class gave me better insight looking for employees who were quite different from me, the business into their personalities than I could have had during the interview really took off. process. I still interviewed the candidates, but the decision-making process was much easier. 2. BE STRATEGIC ABOUT WHERE YOU LOOK FOR YOUR NEW EMPLOYEE. Someone with experience can be found at networking functions, You can find a cadre of potential employees by posting listings in plac- trade organizations, and conferences. When you attend any of these es like Craigslist, Indeed, and Monster.com, but the process of narrow- events, put yourself in a position to speak with lots of people. Always ing down qualified candidates will take a long time, and all of these keep in mind the type of employee you need and zero in on some sites charge fees for the listing. I once posted a job listing on Craigslist, people with potential. and within an hour, I received more than 300 resumes. It took hours and hours to narrow down the list to 10 candidates for phone inter- Hiring employees may seem like a daunting task, but putting a little views and then five candidates for in-person interviews. I did wind up bit of thought into what tasks you need to assign to someone and the with an outstanding employee from it, but it took a lot of time. type of person you’d like to hire can go a long way towards helping you find the perfect match. Social media is another venue to post job openings. I’ve had ré- __ Cocoon Events sumés submitted from posts on Facebook, Instagram, and LinkedIn. If Susan Southerland, PWP™, Just Events! Group, Windermere, Fla.
WEDDING PLANNER MAGAZINE 19 FEATURE How emotions AFFECT YOUR BUSINESS DECISIONS
hy do entrepreneurs make emotional also want to know that someone else isn’t go- EMOTIONS AND REVIEWS Wdecisions? Arguably the world’s leading ing to pay less for those same services. That’s It’s not hard to see how emotions come into expert on emotional decision making, Anto- why I don’t negotiate my rates. Everyone gets play with reviews. When you get a really good nio Demasio, whose TED Talk has had more the same price for the same services, because review, you feel great. When someone says than one million views, has found that people you all want, and deserve, the best quality something that’s not as favorable, you feel who have damage to the part of their brain and service.” bad. People often take it as a personal attack, that controls emotions have difficulty mak- even when they aren’t mentioned by name. ing even the most basic decisions: what to NEGOTIATING VS. DISCOUNTING Suffice it to say that you need to take a step wear, what to eat, etc. Therefore, all decisions In most cases, I prefer a policy of discount- back, consult someone who’s not emotionally involve some level of emotions. ing, not negotiating. Discounting is when, connected to it, and then do the right thing. based upon a predetermined set of products, What we need to ask is “how” rather than services, or conditions, there is a discount TAKE A DEEP BREATH… “why” emotions affect our decisions. It’s available. For instance, if someone buys Above all, don’t respond when you’re upset. easy to recall those moments when strong your lowest package or service, there is no Don’t click “Reply” until you’ve taken a step emotions swayed our decisions, usually in a discount available. But if they buy more, for in- back, analyzed the situation, and understand bad way. Most decisions made when we’re stance, a higher package, there is a discount the consequences, current and future, of angry or upset have negative implications— built-in versus buying those same services your actions. Trying to prove that you’re right, the ones you wish you could take back. individually. If people can buy more than one is trying to prove the customer wrong. Any Scientists say we tend to focus on negative of your products or services, you may decide time you try to prove a customer wrong, you consequences, rather than positive. These to offer a volume discount. However, anyone lose. Often you need to swallow your pride seem to take root more deeply in our memo- else buying the same things, would get the and make the right, long-term decision. How ries, and we use negative memories to make same discount. would you counsel a good friend to respond if current and future decisions to try to avoid it were their business? those same consequences. Negotiating is like the Wild West, with different people paying different prices for the same Don’t fight your emotions, embrace them. Trust EMOTIONS, PRICING, AND NEGOTIATING services or products. The challenge is that your emotions to guide you to success. Just un- Since many if not most of you reading this people talk. Unless you’re prepared to defend derstand that there is a right time and platform own or run a small business, your personal giving one customer a better price than for your decisions. Learn from your past deci- and business identities are closely connected. another for the same things, negotiating is sions, and you’ll learn to do the right thing. WPM When someone questions your pricing or tries a slippery slope. It actually is empowering __ to get a discount, many people react emotion- to remove negotiating from your business Alan Berg, CSP®, www.AlanBerg.com, Kendall Park, N.J. ally, as if it’s an attack on your value. While vocabulary. When you know you can’t give that’s a common reaction, it’s a little misguid- them a better price, defend the value instead ed. When you’re the customer, don’t you want of the price. You can say, “No,” and mean it. to have the best quality and service and the Just say it nicely. right price? You don’t want to overpay. You want to know that someone else isn’t going AND IF THEY INSIST… to come along after you and pay less for the How do you tell them, “No,” when they keep same services. asking? “If price is the most important factor when choosing your (venue, photographer, THE POWER OF “NO” band, DJ, planner, etc.), then I’m probably not “No” is a powerful word. Clients have the right the right fit for your wedding. Couples like you to ask for a better price. You have the right to don’t choose us because we’re the cheapest. say, “No.” Don’t deny them their right to ask. Couples like you choose us because they They won’t know that they have your best price want to trust one of the most important days until you say, “No.” Taking offense at the ask- in their lives, to someone who’s going to deliv- ing is the emotional part, but when you look at er everything they want, and more—someone things differently, you can make a better, more who’s going to go above and beyond to definitive decision. make their wedding a success. That’s what we can, and will do for you, just as we do for HOW DO YOU SAY, “NO”? dozens of other couples, every year. If you Show them you still want to work with them: read our reviews, you won’t see them saying, “I appreciate you asking, and I know that ‘I’m glad they were the cheapest.’ They’re you want to know that you’re getting the best saying ‘Our wedding was better than we ever price for the services you want and need. You dreamed it would be.’”
20 WEDDING PLANNER MAGAZINE PREMIERING TODAY
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SAN 33980 FP-ABC-WEDDING-PLANNER-PREMIERING-TODAY-FP_AA.indd 1 7/8/16 12:26 PM FEATURE
IS HIRING A LIFE COACH RIGHT FOR YOU?
o you ever feel overwhelmed by the task list? Frustrated by the Generally speaking, I found that small business owners benefit Dlack of growth in your business? Guilty that you can’t seem to most from a Life and Business Coach (although, admittedly, I have find work-life balance? Or are you excited about all the opportunities a little bias). The coaches, who have been trained in both areas in front of you but can’t seem to figure out what to do first? Hiring a and often have experience in small businesses of their own, tend coach may be your answer. more effectively to address the issues with which small business owners struggle. Years ago I was unfulfilled in my work. Business was good, but I knew I wasn’t reaching my full potential. Being the perfectionist that I was, this WHAT SHOULD YOU LOOK FOR IN A COACH? was a problem. I decided to take advantage of a “first-time, free coaching I had no idea how to select a coach when I first spoke with Melissa on session” offer I’d been sent. Within that first hour, I started to feel the release the phone. Within 60 minutes of mutual sharing and conversation, I of having someone else who was willing to dive into the details of what was knew that our communication styles were similar, that she understood holding me back. I didn’t really have the income to afford a coach, but I what I wanted, and most important, I felt that she genuinely cared knew that if I didn’t invest in myself now, it wasn’t going to get any better. about helping me get results.
THE COACH WHO CHANGED MY LIFE Almost all coaches offer a free initial consultation, either in person or Going in, I told Melissa, the coach who changed everything, that over the phone. This is a great opportunity to share your struggles and what I wanted was to find the passion for what I’m doing again, or what you hope to accomplish. The most important thing to look for is choose a different career. I thought I was just looking for a business someone who can relay back to you their understanding of your goals coach to help me build my two wedding businesses. and share with you how they can help.
What came out of that coaching? In the first 12 months, I quadru- HOW MANY SESSIONS SHOULD I GET? pled my business, bought a new house, started traveling extensively Generally, it will take at least one to three sessions for a coach to tru- for the first time, found the romantic partner that I’d been praying ly get a good picture of the various aspects of your life and business for, and best of all, began to change my outlook on life. In the that could be stifling your success. We call these “discovery ses- second 12 months of coaching, I sold the business I’d owned for 20 sions.” The more you are willing to be open, and the more thought years, completely overhauled the remaining business, married that and effort you are willing to invest in between sessions, the quicker newly found romantic partner, and discovered the joy of living a life you will see results. of which I’d always dreamed. Most clients get the best results when starting with a 12-week package. Although I was generally a positive person before the coaching, Why? By allowing yourself time to share openly, process your findings, what I hadn’t recognized were the patterns I’d developed that kept and implement change, while still working with a coach, the process me from truly having the life I wanted. The patterns I focus on, the tends to have greater lasting impact than those who expect to have things I say to myself, and how I manage my physiology. I was results in only a few short sessions. That being said, your coach should able to discover my limiting beliefs, clearly define my vision, and always be willing to start with just a few sessions if you aren’t comfort- establish new patterns of thought and activity. Melissa helped me able buying a larger package. transition from “I’m doing okay” to “I love my life!” So what’s the most important thing to keep in mind when hiring a TYPES OF COACHES coach to take your life to the next level? Find someone you like, and There are different types of coaches, and some declare a "specialty," get started! WPM like business, life, accountability, health, high performance, relationships, __ etc. If you have intense, deep-seated issues in one area, hiring a spe- Jennifer Gillihan, www.WedProCoach.com, Casper, Wy. cialist in that area may be right for you.
22 WEDDING PLANNER MAGAZINE MASTER PROFILE
MASTER WEDDING PLANNER™ SHELBY TUCK-HORTON, MWP™, Exquisite Expressions and Events, Inc., Mitchellville, Md. FAMILY. : My husband and I have a blended family with one son and difference in my life and the growth of my company. two daughters. MENTORS: When I started my business, I did not have a mentor because EDUCATION: I have an associate's degree in arts in business man- I could not find one willing to help. Along the way, there were other wed- agement from Northern Virginia Community College in Springfield ding professionals who helped me as needed. However, today my men- and an associate's degree in arts in marketing from Prince Georges tors are my business coaches who help me stay focused on achieving my Community College in Largo, Md. goals and hold me accountable while supporting me in my success. GETTING STARTED: I never dreamed of being a wedding planner. INSPIRATION: Decorating magazines, travel, and most importantly, I was content as a management analyst for the federal government. my clients. However, one of my friends asked me to be her maid of honor, and MARKETING STRATEGY: Because we receive approximately 75 I accepted. Since my friend didn’t enjoy the work of the wedding, I percent of our business from referrals, our marketing strategy is to took over the tasks and let her enjoy being the bride-to-be. Her wed- continue to nurture those relationships that refer business to us and to ding was perfect, and she told everyone that it was because of me. build new relationships through networking. We also continue to keep Because of her glowing testimonial, I had people approach me about a presence in a couple of local wedding planning magazines and doing their wedding. I learned as much as I could about weddings online wedding blogs. while maintaining my full-time job and continued to help couples plan IDEAL CLIENT: My ideal client is a professional who respects my their dream weddings. After a few years of freelancing, I realized that experience, skills, and abilities, and trusts me to do the job for which I I loved wedding planning way more than I did my government posi- was hired. We mutually respect one another, which creates an ideal tion. In 1991, I left my job and started my business without any regrets. working relationship during the planning process. This ideal client ON THE ABC: I joined because of the education and training but soon generously pays me for my time and services. learned the enormous benefit of networking and the support of members. FAVORITE BUSINESS BOOK: I love to read, so I have read many busi- BUSINESS GOALS: To continue to grow my company by offering ness books but I have really enjoyed Sacred Success: A Course in Finan- more coaching, teaching, and mentorship programs for planners and cial Miracles by Barbara Stanny. Stanny teaches women how to achieve women entrepreneurs. financial success through easy and understandable principles. BUSINESS CHANGES IN THE PAST FIVE YEARS: Though we still READING NOW: I am currently reading Trust: Mastering the 4 Essen- offer packages for prospective clients who prefer them, we actually tial Trusts: Trust in God, Trust in Yourself, Trust in Others, Trust in Life by create more custom proposals. Iyanla Vanzant ON EVALUATING SUCCESS: For years, I measured my success on INSPIRATIONAL BOOK: I was inspired by Brené Brown’s book, Dar- the amount of money that I made in a year. Now, I am more holistic ing Greatly: How the Courage to be Vulnerable Transforms the Way in my business and personal goal setting and measurement of We Live, Love, Parent and Lead. success. I set realistic goals—understanding the why of creating them— FREE TIME: I am an amateur photographer and love taking photos of and work towards achieving those goals. I feel successful when I am nature. Butterflies, bees, flowers, and trees are all my models. working towards a goal and very successful when I achieve it. And I ADVICE: Let your authentic self shine through in all that you do. It’s so celebrate every time I achieve a goal! easy to get caught up in social media “compare-i-tis” and lose sight ONE BUSINESS MISTAKE: Because I did not have a mentor when of your own brilliance and genius. Focus on you, and strive for your I first started my business, I made many, many mistakes. However, I best in all that you do. think my biggest mistake was in trying to grow my business without GIVING BACK: I teach a wedding-planning business course at the any help. As an entrepreneur, you wear many hats and as a wedding community college. For years, I have coached and mentored other planner, you wear just as many—and wearing all of those hats without wedding planners. help often leads to a severe case of burnout. It took me a while to find LITTLE KNOWN FACT: I am a Certified Life and Business Coach and the right person to work with, but when I did, it made a tremendous love, love, love helping others reach their goals in business and life. information ABC MEMBER SINCE: 1990 EMPLOYEES: 1 part-time, 2 interns REVENUE: 35% teaching and coaching; 20% corporate meeting and event planning; 35% wedding and party planning, designing, coordinating; 10% stationery and accessories CONTACT: 301-306-0842, Shelby@ ExquisiteExpressions.com, www.ExquisiteExpressions.com SOCIAL MEDIA: Twitter @shelbytuckhorton, Instagram /shelbytuckhortn, Facebook /exquisiteexpressions
WEDDING PLANNER MAGAZINE 23 SEASONED PROFESSIONALS
REINVENTING RETIREMENT The face of retirement is changing. More people are working well into retirement as it keeps them healthier and happier longer. In the wedding industry, due to the long, on-your-feet hours, this means it's time to re-envision retirement so you can stay in the game longer.
he general consensus from current re- You can always offer a “run-of-the-house” struggle for many others. Those people would Tsearch is that working longer delays the rate, meaning the professional who works the most likely be willing to pay you either to do onset of age-related diseases, including de- wedding day would be assigned one month the difficult tasks for them or show them how mentia. Because work keeps us mentally and out. This is a win/win, because the client gets to do it themselves. physically active, it also helps us feel younger, your expertise for a lower rate, you do not which is partly why many people are retiring have to work the wedding, and the wed- Do you enjoy working one-on-one with wed- and continuing to work in some capacity. ding-day associate does not have to commit ding professionals and sharing your knowl- Others are choosing to postpone retirement to the date months in advance. However, if edge with them? If so, consider mentoring. in favor of working longer. However, even a you are ready for more of a change, consider As a mentor, you could host a membership wedding professional in the prime of her or the following options: program with monthly tutorials. You could his life can attest to the fact that no part of the • If you are a photographer, could you offer also charge professionals to spend a day with body feels young the day after a wedding. So editing or album services for other photog- you virtually or in-person, while you provide what are our options for working longer? raphers? them with valuable information. • If you’re a DJ, can you manage a booking As wedding professionals, we started our service for other DJs? Do you have eloquent writing skills? Write a careers because we love what we do. How- • If you book honeymoons and destination blog or monetize an e-book. You can pro- ever, in the industry, there is a high burnout weddings for your clients, can that become mote it through Facebook ads, and network rate due to the amount of stress and time your only service? online with wedding industry thought leaders involved in planning and servicing weddings. • If you booked invitations as an add-on, to help you promote it. What’s more, as we go through life, our family might they become your sole business responsibilities and priorities change. We may focus? Much like creating a reputation in the wed- be faced with additional stressors such as ding industry, establishing yourself online as broken relationships, aging parents, and loss REINVENT YOUR CAREER an expert is time-consuming and expensive, of loved ones. On the flip side, we may want One of the great ironies of growing older more so than it may seem at first glance. more weekends free to socialize, visit with is that as we approach retirement age, we Make sure you do your research before friends and family, or travel. think, “If I could start over with all I know jumping in, but do not be intimidated. Most now, there would be no stopping me.” If coaches and mentors are younger, because REINVENT YOUR BUSINESS the thought of working one more wedding they know how to master social media and If you want to retire but continue working at makes you want to pull out your hair, it technical details. However, older profession- some capacity, or if you want to cut back on may be time to move on and share your als probably have the most knowledge to weddings but are not ready to retire or call expertise online. share and more practical experience from it quits, consider offering an associate level which to draw. of service. This allows you to offer clients a What is the one thing you do better than lower price point without discounting your anyone else? Are you great at closing sales? As wedding professionals, we may get tired services. You can be the visionary or adminis- Have you devised a pricing system that revo- of being on our feet and giving up our trator, while an assistant does the work on the lutionized your business? Is your booking rate weekends before we get tired of being in the actual day of the wedding. If you don’t have at trade shows over the top? Maybe you are workforce. If that is the case for you, reinvent- assistants, consider teaming up with talented the rare wedding pro who runs a well-oiled ing your business or career may make more but unestablished professionals in your field business behind the scenes. sense than retiring from it. WPM to see if they would be interested in sub-con- __ tracting services when they are not booked. What comes naturally to you is most likely a Sonya Scott, MWP™, A Perfect Day!, Knoxville, Tenn.
24 WEDDING PLANNER MAGAZINE LEARNING FROM EXPERIENCE! Takeways from the NACE Annual Conference in Fort Lauderdale
© Marcus Lam, The International School of Hospitality A series of design vignettes created by NACE members as part of the Design Experience, hosted by Lenny Talarico, with MGM Resorts Event Productions.
ne can’t simply replicate the experience of being at Experience, • Can the various pre-existing fixtures be controlled individually? Othe national conference and marketplace organized by the Na- • How much power is available? tional Association for Catering and Events (NACE). The conference is a minute-by-minute learning experience with the latest trends in décor, cu- Regarding social media, Dennis had some insight. Many couples plan linary, and event planning on display. Conference events doubly func- two weddings—the one they can afford and the one they see on Pin- tion as tutorials, hosted by expert industry thought leaders convened by terest. He suggested requesting access to the couple’s Pinterest board NACE. Here are some great “takeaways” from this year’s conference: prior to the consultation and to be realistic and upfront about costs.
BYE BYE RUSTIC! CATERING AND BEVERAGE INNOVATIONS Sheree Bochenek, creative director at Aprés Party and Tent Rental in Zach Byther, with the Republic National Distributing Company and Edina, Minn., led a session on trends in event rentals and described Paula Fenner, CPCE, with the Adolphus Hotel in Dallas, gave a fasci- the residential look—exposed tent beams covered in faux wood nating talk on catering and beverage innovations, including: “rafters,” hardwood walls, and bookshelves with pendant lighting. • Passed breakfasts Bochenek says to kiss good-bye the rustic look, and relegates it to DIY. • Ethnic-inspired breakfasts, including Asian-flavored syrups, chorizo It has been replaced by “old world luxury.” scrambled eggs, and coconut-milk pancakes • Alternative bacons: face, beef, lamb, duck, turkey, and pancetta CUSTOM-MADE MENUS • Heirloom tomato stations Patti Schock, with the International School of Hospitality in Las Vegas, • Non-alcoholic beverages including gourmet lemonade, artisan soft taught attendees how to make menus more effective, including cus- drinks, “mocktails,” and fruit-infused detox waters tom-made and personalized details. Schock says, above all, to be honest; • Food vessels if the menu says “fresh from the sea,” then demonstrate and prove it. And Schock says, where possible, tell guests the origin of the food (as in Maine A PEEK INTO REALITY lobster, Berkshire pork, Oregon blackberries). “Your menu is your market- The NACE Experience was headlined by Food Network star and ing tool. It is a representation of what your facility can offer,” she adds. producer Marc Summers, and his co-producer Jill Littman, who led a tutorial and behind-the-scenes look at his show “Restaurant Impos- TIPS FOR EFFECTIVE LIGHTING sible.” The show features an “ambush,” in which restaurant owners Kevin Dennis, with Fantasy Sound Event Services in Livermore, Calif., gave are faced with a split-second decision on whether to allow the show's a talk about the importance of effective lighting. “Lighting can completely experts to drop in and give advice on how to make the restaurant transform a venue from ordinary to breathtaking,” he says. “Lighting not more successful. only enhances your venue, but it can also highlight the other important elements of décor, including the centerpieces, and focus attention on The conference capped off with a “culinary experience,” led by Chef certain areas of the room, such as a dance floor or head table.” Rick Moonen, who has developed a new way to smoke and grill Buffalo fish that was farmed sustainably. Moonen’s restaurant, RM Dennis believes an event can be personalized with lighting. One Seafood at Mandalay Bay in Las Vegas, served as the location for the example is by creating a stencil of the couple’s name and highlight- show’s popular “Restaurant Wars” episode. ing it with a spotlight on the floor throughout the event. He suggests wedding planners ask couples the following questions to determine As with all things Experience, it is much more difficult to relay the lighting needs: amazing education, tastes, smells, and sites after the fact than by • What features in the room do you want to highlight? “experiencing” it first hand. Plan to attend next year’s conference, • What features do you want to hide? July 16-19, in Houston! WPM • What décor elements do you want to highlight? __ • Can the venue lights be turned off or dimmed? Bonnie Fedchock, CAE, National Association for Catering and Events, Columbia, Md.
WEDDING PLANNER MAGAZINE 25 ALL ABOARD THE TECHNOLOGY TRAIN— Simple Tips for Working in a Virtual World
plendid Insights 2016 Global Wedding whom they want to work. “At the end of the Taylor of Taylor’d Events Group in Seattle. “This SStudy shares that a staggering 91 percent day, nobody wants to use a website that is dif- may include business hours, best forms of of all engaged couples are born between the ficult to navigate,” says Igal Sapir of 100Can- communication, response time, deliverables, or years of 1979 and 2000. While those individu- dles.com. “User experience is a reflection of the level of involvement for all parties involved. als from this era bring fresh insight, consumer your company, so be sure it’s intuitive and The earlier you go over this, the better.” behaviors, and new trends, they also chal- helpful—all things that you want your brand to lenge wedding professionals to adjust their encapsulate. Give it a test run, and make sure ORGANIZE YOUR MOBILE OFFICE business practices. all of the links go to the right places and that Using today's technology will not only keep potential customers are able to find what they you connected, it will keep everything orga- THE AGE OF TECHNOLOGY need quickly and efficiently.” nized when you’re hopping from your home With smartphones now serving as the primary office to the coffee shop to the event site. form of communication, gone are the days of ENGAGE WITH DYNAMIC CONTENT Planning apps such as Aisle Planner, Plan assuming all planning meetings are in-person. While usability is certainly a priority, the the Day, and Planning Pod are great options Today’s couples are constantly connected content is just as important for converting for collaborating with couples. They act as and engaged with the planning process, the sale. Many things go into a website to accessible databases for sharing inspiration, from sending emails during the workday to draw potential clients in, like SEO and social communicating, and storing other useful browsing wedding blogs for inspiration. In media integration, but engaging content is information. Floor plans and seating diagrams fact, Splendid Insights found that 52 percent what keeps them on your site. “We’ve found are made easy with intuitive programs like of couples are looking at wedding blogs daily that providing fun and captivating content AllSeated and Social Tables, saving couples to find new ideas, as opposed to 13 percent is one of the keys to having a successful ser- and planners from the headache of jotting that are flipping through wedding magazines. vice-based website,” says Rebecca Hochreiter everything down with pen and paper. of DestinationWeddings.com. “It’s important The key to adapting to this generation is attract- to have other aspects to draw prospective There are also a number of tools to keep you ing the right couples from the start. The methods clients in and keep them on the site. Whether organized on the backend. HoneyBook is a of reaching the right audience have changed it’s a blog steadily publishing insightful posts, great tool for keeping sales-related accounts drastically as technology’s role has increased. a gallery of eye-catching images, or user-gen- organized, while apps such as Freshbooks More often than not, your website is the first im- erated content from happy customers, make and QuickBooks can help you manage your pression a prospect will have with your compa- sure there is enough to attract and engage finances. There are also resourceful apps ny, so it’s important to make it a quality one. prospective clients.” for signing contracts, like EchoSign and DocuSign—because who wants to wait for a AN INTEGRATED, ONLINE PRESENCE GO SOCIAL TO CONNECT contract to be returned? With most engaged couples research wed- Millennials are also looking at your social me- ding professionals through their computers dia profiles. Today’s couples want to connect BUT DON’T FORGET… and smartphones, there’s an unprecedented and get to know your personality, so what With that said, no website, app, or social push for an online presence that is integrated better way than social media? “Social media network can take the place of one imperative between traditional websites and newer social plays a huge role in how future brides interact tenet. “Ultimately, it comes down to trust,” says media outlets. “Gone are the days of couples, with bridal companies,” says Vizcaino-S. Fabrice Orlando of Cocoon Events Group. brides, and bridesmaids shopping in brick “Brides can look to companies for wedding “It’s essential that you work with clients who and mortar stores,” says Araceli Vizcaino-S of inspiration and color combinations from which trust that you’ll give them your very best, no Azazie, an online shop for custom-made spe- they can make decisions based on their own matter what.” cial occasion dresses. “Nowadays, people are tastes and budgets.” Pinterest and Instagram more prone to researching, communicating, are the best bets to reach millennial couples, Times are changing, and it’s time for wedding and purchasing all of their wedding-related but you’ll still want a presence on Facebook. professionals to immerse themselves in the purchases online. The Internet enables people millennial lifestyle to better understand today’s to choose and purchase on their own accord ESTABLISH EXPECTATIONS couples. While it may not mean jumping onto without the pressures of sales people.” After booking with a millennial client, set ex- the Snapchat bandwagon, it is important to pectations ahead of time. Today’s young adults know how to operate your business success- With websites being such a critical piece to value instant gratification, but boundaries need fully in a virtual world. Technology is here the virtual puzzle, it’s important that you’re to be set to keep everyone happy. “Once the to stay, so get educated as you venture into putting your best virtual foot forward. From contract has been finalized, it’s time to put all today’s virtual environment. design to content, your online presence will of the expectations out in front so everybody __ be what users consider when they decide with is aware of their responsibilities,” says Jennifer Meghan Ely, OFD Consulting, Richmond, Va.
26 WEDDING PLANNER MAGAZINE REAL WEDDING | CALIFORNIA
Elegant, romantic, feminine, garden, light, airy, natural, and organic
PLANNER: Merryl Brown, MA, CWP™, Merryl Brown Events, Montecito, tucked into a fully hedged and verdant garden. Everything else built Calif., www.merrylbrownevents.com, [email protected] off of this, and in the end, it was a stunning and magical spot. YEARS IN INDUSTRY: 8 MOST UNIQUE DESIGN ELEMENT: The wedding arbor was an old, architectur- PHOTOGRAPHY: Corbin Gurkin Photography al feature on the property. It was covered in vines and set before a love- BUSINESSES: The Food Matters (catering/staffing), Christine Dahl ly koi pond. We covered it with more lush vines, greenery, and garden (dessert), Classic Party Rentals, Rivre Works (specialty rentals), Mindy roses, so it looked as if they were always there, profusely growing and Rice (floral), Star Power (generators), Karizma – deBois (band), Santa delicately fragrant. It created a space that felt enveloped and sacred. Barbara String Quartet (ceremony music), Executive Limo, BlueStar COLOR PALETTE: Muted whites, dusty gray/blue, light blush, natural Parking (valet), Design Sound, Images by Lighting, Hoo Films, Briana BUDGET: $300,000 Stuart (hair), Tomiko Taft (makeup), Lazaro Press & Design (collateral STAFF HOURS: 286 materials), La Tavola Linens, BB Rodeo (dance floor), ThoughtBox PLANNING TIME: 14 months Photobooth, Marborg (restrooms/trash) CLIENT MEETINGS: We held monthly sit-down meetings and numerous WEDDING DATE: Oct. 10, 2015 phone meetings to discuss details as they came up during the plan- GUEST COUNT: 220 ning process. INVOLVEMENT: Full production and design SET UP/STRIKE DETAILS: We had a six-day build out for set up and a four- THE COUPLE: Blake and Teddy met seven years prior to the day of day strike with valet and at least one member of our staff present to their wedding. Though both grew up in Santa Barbara, it wasn’t until direct vendors/oversee for about eight hours each day that anyone was being secretly set up at a Stanford University football game that they on the property. Set up started Monday during the week of the wedding, crossed paths. Falling in love almost immediately, the pair has been with removal of all existing furniture on the property followed by subfloor inseparable since that weekend in October. They share a love of installation on the tennis court, tent infrastructure, carpet, draping, lighting family and friends, are extremely active, love to walk on the beach, and AV, rentals, two kitchen installations, green room installation, all catch up on favorite shows, and enjoy good meals together. They restroom and recycling delivery, and generators, and then final ceremo- are a t-shirt and jeans kind of couple. Blake is a tennis coach at the ny, cocktail, and reception-area rentals and floral/other details up until University of California—Santa Barbara, so the wedding reception tent the day of event. Strike began immediately after the reception ended on was built on the bride’s father’s tennis court. Saturday evening and lasted until Wednesday of the next week. INSPIRATION: Elegant, romantic, feminine, garden, light, airy, natural, BUDGET BREAKDOWN: 11% catering, 7% alcohol, 29% rentals/tenting/ and organic were among the words the couple used to narrow down carpeting, 5% draping, 16% floral, 3% set up/strike labor, 5% pho- the inspiration. This “Audrey Hepburn meets Gone with the Wind” tography, 3% sound, 5% lighting, 12% other. wedding was full of soft, romantic, floral, linens, and lighting. BIGGEST CHALLENGE: The heat. The only thing that I would have done “AHA” MOMENT: The couple wanted their tent to feel as though it was differently was to invest in fans and A/C as it was a very warm in a garden when, in fact, it was on a tennis court. We masked the evening. Also, in the future, when there are vendors, whom I don’t fencing with faux hedging and then used drapes to hide the space know, that the family has chosen on their own, I will take the time in between the hedging, creating the illusion of the tent being perfectly advance to get to know them personally and not just via email. WPM
WEDDING PLANNER MAGAZINE 27 INDUSTRY BEST PRACTICES
TO RUN YOUR BUSINESS ON A DAILY BASIS, WHAT SERVICES DO YOU HIRE OUT FOR YOUR COMPANY, AND WHY?
“I’m great at what I do—paring my clients with vendors that “We recently started using HoneyBook and are very can bring forth the vision and experience my clients want. I’m pleased with it. It helps us send out proposals and allows our also great at realizing what I don’t like to do or have time to clients to sign and pay electronically. We use AllSeated do. I subcontract bookkeeping/income and spending reports. for our venue maps; it is easy to use. We use Eventbrite Although, I pay the bills. I have a design team I use for a lot of our nonprofit events and even our vendor lunches. for my website and press, and I use an editor We use QuickBooks, which has really helped us to see to read through my press/script and information going out. I where the business is at and where it is going financially.” like to have interns (high school/college age) do the grunt work - COLLEEN BAUER, FAIRY GODMOTHER—A WEDDING AND EVENT COMPANY, of social media, like setting up accounts and sorting through BAKERSFIELD, CALIF. photos. I do my own posting to ensure it’s done right.” - JOANN MOORE, CWC, MWP™, CGWP, CSS, JOANN MOORE WEDDINGS, “I have always had an external accountant do my VAIL, COLO. taxes—that is a specialist skill set. I would be doing myself and my business a disservice to do it myself. I have always hired an “As soon as I was able, I began outsourcing my external branding expert, web designer, and printers, as that accounting. I’ve never been particularly strong in math, is also too important, I think, to DIY. How can we expect our and I found that I was spending far too much time doing some- couples to hire pros when we aren’t even doing that for our own thing that a professional could do in an hour. This freed up my businesses?” time considerably, and I was able to reallocate it to business - BETHEL NATHAN, CEREMONIES BY BETHEL AND ELEVATE BY BETHEL, SAN DIEGO development.” - MEGHAN ELY, OFD CONSULTING, RICHMOND, VA. “Services that I hire out are based on their expertise and pro- fessionalism in the following areas: Accounting—based “One crucial thing I outsource is décor details—I’m on financial guidance;social media/Internet talking about special details that add personal touches. Sources marketing—time-consuming and allows me to take care like Etsy are an amazing place to add handcrafted touches that of new businesses; marketing assistance—view make the wedding different and special without driving the wedding sites, resorts, and villas; interview local vendors and client (or planner) into a DIY frenzy when their attention can the opportunity to see their work. [That we know the quality of be spent elsewhere.” wedding businesses' work] is quite essential for our brides who - TANYA COSTIGAN, TANYA COSTIGAN EVENTS, WESTFIELD, MASS. depend solely on us.” - COLEEN “KIM” MORRISON, UNIQUE WEDDINGS AND TOURS, BROOKLYN, N.Y. “We outsource our bookkeeper, accountant, IT, and website/collateral design. These are “Running the most popular officiant company in southern Cali- specialized skill sets that none in my office have. My staff fornia doesn’t leave me much time for a life. I have to parse out members are great project managers. My efforts are focused on pieces of my business, not just for my sanity but also to make sales, marketing, and design; those are my core competencies. sure an expert is handling it. I have a CPA do all of my ac- We prefer to get it right the first time by outsourcing these counting and payroll. I don’t want to see it except vitally important tasks to professionals so that we can concen- for the two times we meet every year. I also use Ring Central trate our efforts on what we know best, event production.” as my phone service, since its multi-functional service - MERRYL BROWN, PRESIDENT, MA, CWP™, MERRYL BROWN EVENTS, MONTE- platform has enabled me to streamline my calls, texting, and CITO, CALIF. virtual meetings. I utilize a cloud-based enterprise server for my calendar and email. I have customized it so it “Being a business owner and a mom, I wear many hats and works almost flawlessly.” things can get pretty crazy, so I’ve recently hired a virtual - ALAN KATZ, GREAT OFFICIANTS, SAN DIEGO assistant to take care of my administrative work. It really helps balance things out, and now I can concentrate on what I love—planning events.” - MONIQUE HOGAN, MBA, MONIQUE HOGAN WEDDINGS AND SPECIAL EVENTS, LOS ANGELES
28 WEDDING PLANNER MAGAZINE REAL WEDDING | MICHIGAN
Organic meets industrial
PLANNER: Alison Laesser-Keck, VLD Events, of Edison bulbs dangling above created a truly second. When we started planning, the venue Ann Arbor, Mich., www.vldevents.com, hello@ unforgettable atmosphere. director was someone we’d worked with on a vldevents.com INSPIRATION: Organic meets industrial prior event, and we were accustomed to her YEARS IN INDUSTRY: 15 for events, 8 for wed- “AHA” MOMENT: We usually focus on décor, but rules and regulations. About halfway through, dings this event was heavily about guest entertain- she left and someone else came in with a PHOTOGRAPHY: Justine Montigny ment and enjoyment. There was great food different set of rules. The museum’s priority is BUSINESSES: Forte Belanger (catering), The and beverage presentation a la mini tacos to protect the vehicles, which we understand; Lighting Guy, Katie Wachowiak (floral), DJ with Patrón pairings, etc. It was just so fun! however, it was challenging for several rea- Graffiti, Special Events Rental, Sweet Heather MOST UNIQUE DESIGN ELEMENT: The installation sons. First, they couldn’t say for sure where the Anne (dessert) of Edison bulbs over the head table, sand- Model Ts would be located the day of the event. WEDDING DATE: Sept. 19, 2015 wiched next to vintage Model T cars added Translation: There could be a car exactly where GUEST COUNT: 200 an industrial, yet historic element. your head table or bar was planned to be, and INVOLVEMENT: Consulting and day-of direction COLOR PALETTE: Green, white, marsala you wouldn’t know until you got in to set up. Sec- THE COUPLE: Kate and Pat’s main priority was BUDGET: Private ond, since this is an old building, it doesn’t have creating an intimate and romantic fête for their STAFF HOURS: 60 heating, cooling, or elevators that properly work. closest family and friends. They wanted a day PLANNING TIME: 10 months The elevators often break down at the end of that was about more than the two of them. It CLIENT MEETINGS: 12 the night, forcing vendors to carry everything was to be a celebration of their parents, family, SET UP/STRIKE DETAILS: We had to do a day-be- they brought in—from the forks to furniture—down and friends who helped form who they are fore set up to pull this one off. three flights of stairs. Third, there is no kitchen on today. The evening was a stunning juxtaposi- REVENUE BREAKDOWN: 10% venue; 10% site, candles are not allowed, cars drip oil next to tion. The Piquette Plant’s weathered walls, ex- planning; 30% food, beverage, staffing; 25% the tables, the floors turn whatever touches them posed brick, and raw floors, coupled with rich décor; 10% photography; 10% videography; black because it’s impossible to keep plank marsala blooms, gold scripture and accents, 5% entertainment wood floors clean, and there is zero ability to elegant and natural beaded dresses paired BIGGEST CHALLENGE: The biggest challenge with hang anything. This is a super idea for an event with black-tie tuxedos, a divine menu, flowing this event was working in an old warehouse space, but aesthetically and logistically challeng- champagne, and long tables with hundreds at a venue that is a museum first and a venue ing nonetheless. WPM
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ABC CORPORATE MEMBERS: NICOLE DASILVA 1.806.355.7000 or [email protected] CELEBRATING 5 YEARS!
30 WEDDING PLANNER MAGAZINE NO OTHER ALL-INCLUSIVES HAVE SUITES LIKE THESE
South Seas Honeymoon 1 Bdrm. Butler Suite w/Private Pool Sanctuary at Sandals® LaSource Grenada
Can a resort be ahead of its time? Sandals is always changing the game, creating new innovative features like our Love Nest Suites®. Decadently romantic suites with signature features like private ACTUALLY Tranquility Soaking TubsTM for two on the balcony, opulent master bathrooms,infi nity-edge plunge pools, and personal Butler Elite service in top-tier suites. Yet, with all the memorable moments No Other Resorts Do your clients will spend inside, there’s so much to enjoy outside. Unlimited land and water sports; 5-Star Global GourmetTM dining at up to 16 outstanding restaurants; and 24/7 happy hours with endless pours of premium spirits—all included, all unlimited, all the time. And only at Sandals!
The All-Inclusive Innovators
SET UP A MARKETING PLAN TODAY CONTACT KIM SARDO, SR. DIRECTOR OF BUSINESS DEVELOPMENT (978) 281-1119 OR [email protected] JAMAICA • ANTIGUA • SAINT LUCIA • BAHAMAS • GRENADA • BARBADOS Sandals® is a registered trademark. Unique Vacations, Inc. is an affi liate of Unique Travel Corp., the worldwide representative of Sandals Resorts.
SAN 33981 Love Nest No Other ABC Wedding Planner_JT.indd 1 7/8/16 12:26 PM WEDDING PLANNER MAGAZINE Periodical 400 Main Street La Crosse, WI 54601
ABC Annual Conference NOVEMBER 6-8, 2016—DALLAS Register today!
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ABC Conference At A Whole New Level
Kathy Najimy Appearing Live ABC Annual Conference | Monday, November 7, 2016 Hotel Adolphus | Dallas, Texas abcannualconference.com