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Wedding Planner MAGAZINEMARCH/APRIL 2016
COLOR TRENDS…MUSEUM WEDDINGS…LEADERSHIP SERIES… THE GREAT BUDGET DEBATE…SEASONED PROFESSIONALS
Inspired by the Association of Bridal Consultants
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4 WEDDING PLANNER MAGAZINE
WEDDING PLANNER MAGAZINEvol 6 issue 1 — 5th Anniversary Issue
FEATURES8 2016 Color Trends: What’s Hot and What’s Not!13 Results Are In: 90% of Readers Rated WPM Excellent or Good!14 Wedding Floral Trends in Bloom26 Leadership Series: Follow the Leader— Lessons from Peonies to Roses28 Creating a Masterpiece: 5 Things You Should Know About Museum Weddings
REAL WEDDINGS25 Florida27 Puerto Rico
COLUMNS15 Industry Insight: Manage the Crazy— 5 Tips for Wedding Planners to Keep Their Sanity!20 Business Basics: The Keys to the Great Budget Debate: Listen Then Ask22 Master Profile: Gloria Boyden, MWP™ 24 Seasoned Professionals: You Can’t Teach an Old Dog New Tricks…or Can You?
IN EVERY ISSUE6 Letter7 Contributors16 ABC News19 ABC Column23 Ask the Experts30 Industry Best Practices
925
8
© Horn Photography & Design
Courtesy of Donnie Brown
© Michelle Lacson Photography
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6 WEDDING PLANNER MAGAZINE
MARCH/APRIL 2016 | VOLUME 6 ISSUE 1
PUBLISHERSNancy Flottmeyer, PWP™, and David Wood
EDITORBeth Erickson
CREATIVE DIRECTORNancy Flottmeyer, PWP™
SOCIAL MEDIAAlicia Seachord
CONTRIBUTORSFrank Andonoplas, MWP™
Alan Berg, CSP©
Gloria Boyden, MWP™Amy Child Marella
Beth EricksonKim Grimm
Milena Santoro, CWP™, CMM, CMP, PIDP
PROOFREADERKim Seidel
PHOTOGRAPHERSAllan Jay Images
Antonio del Valle Studio Defining 78
Heather KincaidHorn Photography & Design
Jennifer Hughes Jose Ruiz Photography
Laura Ivanova Megan Sorel Photography
Robert Evans Ruiz y Russo
Swell Photography
ABC CORPORATE SALESDena Davey
Wedding Planner Magazine, inspired by the Association of Bridal Consultants, is published bi-monthly by Wedding Planner Magazine LLC, 400 Main Street, La Crosse, Wisconsin 54601. Phone: 608.796.2257. Fax: 608.796.2253. Email: [email protected]. 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.
Wedding Planner Magazine ISSN 2160-3286 is published bi-monthly by Wedding Planner Magazine LLC, 400 Main Street, La Crosse, Wisconsin 54601. Circulation is 4,000. Advertising is accepted; corporate ABC members receive a discount on rates. Annual subscriptions are $36. Periodical postage paid at La Crosse, WI and at Eau Claire, WI. Post-master send changes to Wedding Planner Magazine, 400 Main Street, La Crosse, WI 54601.
© Jose Ruiz Photography
Beth [email protected]
Nancy Flottmeyer, PWP™Publisher/Creative [email protected]
David M. Wood, Publisher/President, Association of Bridal Consultants
What’s new? The answer is, “ALMOST EVERYTHING.”
After five years in print and online, it’s not uncommon for a publication to revamp it’s look, feel, and style. Heading into our sixth year in publication, we asked ourselves how we could make Wedding Planner Magazine even better. The answer is right here in your hands.
It all began with our second reader survey. We knew we couldn’t revamp without your input, so we asked you question after question. We are grateful for the hundreds of readers who took the time to complete the survey and openly and honestly share their likes and dislikes as well as their ideas for improvement. We diligently combed through the results looking for commonalities in your responses so we could make changes you want.
That’s why, beginning with this issue, you’ll notice many improvements, starting with readability. We changed the font and increased its size to assure an easier read. We also altered the layout for a more modern, crisp look. But that’s just the frosting. In terms of content, you’ll note that we’ve added a “Seasoned Professionals” column and, enhanced our Real Wedding content. To find out more about what’s new and different, see the Reader Survey article on p 13.
And while we’re on the subject of surveys, you’ll note that we approached our annual Color Trends article in a similar fashion. We turned the tables and made you the pros by conducting another survey and asking you for your color trend ideas and creativity. The results were rewarding.
We hope you enjoy our new look. Please let us know what you think by contacting us at the emails below. Thank you for being a Wedding Planner Magazine reader!
letter
WEDDING PLANNER MAGAZINE ADVISORY BOARDTonia Adleta, PWP™, Aribella Events - Frank J. Andonoplas, MWP™, Frank Event Design - Alan Berg, CSP, www.AlanBerg.com - Donnie Brown, CWP™ Donnie Brown Weddings and Events - Merryl Brown, CWP™, Merryl Brown Events - Mark Kingsdorf, MWP™, Mission Inn Resorts - Carmen Mesa, MBC™, Carmen Mesa Weddings and Events, Inc. - Shelby Tuck-Horton, MBC™, Exquisite Expressions and Events
UPCOMING ISSUE: OUTDOOR EVENTS - BEING AUTHENTIC - DIVERSIFICATION OPTIONS - LEADERSHIP SERIES
WEDDING PLANNER MAGAZINE 7
contributors
ALAN BERG is a successful business consultant and the wedding and event industry’s only Certified Speaking Professional®, the highest-earned designation for a professional speaker. He’s the author of three books and speaks, consults, and does sales training,
domestically and internationally. Find out more at www.AlanBerg.com. See his Business Basics article on p 20.
AMY CHILD MARELLA is a nationally recognized expert in wedding décor, special events, and floral design. She founded The Hidden Garden in 1999 with the sole inspiration and goal being to make people happy via beautiful flowers. flowers. See her floral trends on p 14.
NICOLE MATTHEWS, lifestyle architect of The Henley Company, LLC., is a global event, travel, and lifestyle concierge. Her experience includes international projects at the 2012 and 2014 Olympics, FIFA Confederation Cup and Super Bowl. Her first book is Permission
– Stop Competing & Start Creating The Life You Want to Live. Follow Nicole’s antics on Twitter @henleyco or www.TheHenleyCompany.com. See page 15.
MILENA SANTORO, CWP™, CMM, CMP, PIDP, is an author, speaker, educator, and president and CEO of MS Productions, Inc., with offices in Canada and Europe. She has more than 20 years of experience and a background in hospitality, culinary arts, floral and
interior design. In this issue, she shares her leadership expertise on p 26.
The “Miss Dorothy” Heart Award The Miss Dorothy Penner Heart Award for Passion and Excellence to the Wedding Industry is the only award presented by the Association of Bridal Consultants. It honors a member who has demonstrated a “passion for the wedding industry.” ABC Members are nominated by their peers and are judged by the Miss Dorothy committee. The winner will be announced at the ABC Annual Conference in Dallas. Deadline is August 15, 2016
“Miss Dorothy” Heart Award applicationwww.bridalassn.com/DocLib/MissDorothyHeartCover.pdf
“Miss Dorothy” Scholarship applicationwww.bridalassn.com/DocLib/MissDorothyScholarshipCover.pdf.
The “Miss Dorothy” Scholarship This scholarship is for Novice members only. It allows them to attend this year’s ABC Annual Conference in Dallas. The winner will be notified on Sept. 1, 2016, and will be announced at the conference. The award must be used for the 2016 conference. Deadline is July 31, 2016.
CONSULTANTS: NOMINATE YOUR MENTOR, YOUR PEER, OR YOUR INSPIRATION!
NOVICES: EARN A SCHOLARSHIP TO ABC ANNUAL CONFERENCE
Questions? Contact Committee Chair Teddy Lenderman at [email protected] or 812.239.0991. Dorothy Penner, MBC™, was a passionate member of the ABC who believed fully in continuing education and the annual ABC Annual Conference.
THE “MISS DOROTHY” HEART AWARD AND SCHOLARSHIP
BETH ERICKSON is editor of Wedding Planner Magazine and owner of Jobe Communications, LLC, a writing, editing, and cre-ative concept company. Beth is an award-winning writer who works within multiple industries. Her fa-vorite color is cobalt blue and she
loves a good survey. See her articles on p 8 and p 13.
KIM GRIMM is the deputy director for the National Association for Catering and Events (NACE) and, as an association professional for more than 20 years, she is committed to supporting NACE’s mission of advancing the catering and events industry and its profes-
sionals. She wrote about museum weddings on p 28.
FRANK J ANDONOPLAS, MWP™, has been planning and designing weddings and events for the past 24 years. Named Event Planner of the Year recently, he has also won the coveted GALA award, Miss Dorothy Heart award, and more than 20 Chicago Excel-
lence awards for his work. He shares his expertise in Seasoned Pros on page 24.
8 WEDDING PLANNER MAGAZINE
2016 COLOR TRENDS — WHAT’S HOT AND WHAT’S NOT! While color trends may be a science, what works best for the client is the rule.
2016 COLOR TRENDS | BETH ERICKSON
Courtesy Apres Party & Tent Rental
© Megan Sorel PhotographyCourtesy of Merry Brown Events
© Swell PhotographyCourtesy of Après Party and Tent Rental
© Robert EvansCourtesy of Après Party and Tent Rental
WEDDING PLANNER MAGAZINE 9
Ask thousands of wedding planners and industry professionals what colors will
trend in the coming year, and soon, you’ll be swimming in a sea of choices. Inevitably, however, a few trends will bob to the surface.
This is exactly what happened with Wedding Planner Magazine’s 2016 Color Inspiration reader survey. Among the extraordinarily wide-ranging choices, those swimming to the top included varying shades of purple, blue, pink, green, and metallic tones. Although these were the go-to colors for many, opin-ions varied widely on the shades:
“I am addicted to gunmetal, titanium, and grass green, Hermes orange, and eggplant. These are very sophisticated but, ‘Oh, so fabulous!’”- Nikki Berg, Bermuda Bride
“We’ll still see the soft blush, gold, and ivories, but have had requests for a variety of blues. Since we’re an ocean community, we will probably always have aqua to navy as an inspiration.”Michele Whitaker, Delectables Fine Catering, Palm Harbor, Fla.
“Soft hues of vibrant colors! Violet instead of purple, sage instead of jade green, and champagne as opposed to gold.”Carolyn O’Brien, Creative Celebrations Wed-ding and Event Planning, Lake Oswego, Ore.
EXPLORE INTERNATIONAL COLOR TRENDSFor those who follow color trends, there are a number from which to choose. The Color Marketing Group selects key colors by world region annually. Their colors for 2016 and 2017 are both out. They are: North America: Uni-Blue, a navy celebrating
all genders and generations (2016). Thrive, a yellow-influenced green that is about forward movement, longevity, and balance (2017).Europe: Brave, a passionate red signifying energy and drive (2016). Life Spurt, a green with yellow undertones that is fresh, natural, and energized (2017).Asia/Pacific: Naturban, a yellow hue with green tones that blend natural and urban living (2016). Edo Eau, a water-inspired blue-green that is refreshing, cleansing, and natural (2017).Latin America: Maiz, a softened yellow, reflect-ing roots, culture, and growth (2016). Brilho Interior, a pink copper metallic suggesting com-munity, contemplation, and renewal (2017).
Pantone chooses its annual color of the year in December. This year’s choice was actually two: Rose Quartz and Serenity. Pantone believes consumers are tired of the stress of everyday life, whether it’s the ups and downs of the stock mar-ket, international skirmishes, or personal anxiety. Rose Quartz and Serenity, they believe, offer an antidote—demonstrating balance and tranquility, order and peace. Says Berg, “The Pantones for 2016 have been released, and my brides are hot on this trend. Bermuda naturally features Rose Quartz and Serenity—in our ocean, our houses, the softness as the sun rises, so we have been ahead of trend for a millennium.”
Did you know that even the auto industry choos-es an annual color of the year? Researched and selected by PPG Industries, this year’s color is Paradise Found. “A soothing green with a very little undertone of blue,” says the literature. It “represents the ease and rejuvenation one feels in nature. It is organic and alive while being a subtle and soft backdrop.” While this is the main color selected, there are a series of color pal-
ettes that are themed and centered on specific types of consumers—from those more adventur-ous to those wellness-centered to energetic and dynamic and safe and secure, from calm and private to rugged and irregular.
What’s important to realize in all of this is that, while some say color is a science, the reality is that different “scientists” will choose different colors for different reasons. The best advice? Choose what works for you and your clients. “We do not believe in color trends for wed-dings and events. In our country, we do not give importance to such things as ‘The Color of the Year.’ Each couple has its own choices; we do not inspire the colors,” says Barbara Diez, MWP™, Barbara Diez Events, Buenos Aires, Argentina.
FIND INSPIRATION EVERYWHERE YOU LOOKThat’s not to say that one can’t find inspiration in the hues chosen by color experts annually. It just shouldn’t be the only source. Our readers agree. While Pantone remains a popular source for “colorspiration,” it was third in our reader ranking as the source for 40%. What was number one? Nature at 47%. Wedding professionals are most inspired by a walk in the woods, hitting the beach, or studying animals in their habitat.
The fashion industry was a close second, with 46% seeking inspiration in a Kate Spade purse, Louis Vuitton shoes, or an Elie Saab haute couture dress. Other sources? Paint samples, popular culture, other designers, blogs, interior design, publications, world travel, and the client’s vision, of course.
TAKE A WALK ON THE WILD SIDEIf you feel stuck in the same palette, step
© Michelle Lacson PhotographyCourtesy of Luxe Linens
© Laura IvanovaCourtesy of Après Party and Tent Rental
10 WEDDING PLANNER MAGAZINE
outside of your comfort zone. Keep a notepad for jotting down ideas as you get inspired no matter where you are or what you’re reading. “Consider mixing and matching more than two colors,” suggests Di-ana da Ros, Diana da Ros Events, Monza, Italy. “Try to avoid the use of black and white as second colors and use other colors, not only pure ones but also shaded colors with different nuances.”
Readers had other ideas as well. Use wallpaper or wrapping paper as accents or pops of color. Include more patterns and tex-tures. Use different shades of color for bridesmaid gowns. Choose the same theme but different flowers for bridesmaid bouquets. Dip-paint the handles of purchased flatware. Use an unexpected envelope liner or have the bride buy shoes with colored bottoms. Select a favor box that is one color on the outside and another inside. The ideas are endless.
When we asked readers for their out-of-the-box color ideas, we got an incredible range that included mustards, orange with gray, crimson and golds, iced coffee, black, fluorescents, and pop art colors to name a few. Here were some others:
“I’d like to see more opposites like blues and yellows or orange and green. I would rather be daring than take the normal route.”Veronica Foster, AWP™, Behind The Scenes Inc, Gibsonville, N.C.
“[I prefer] the forest hues (hunter, browns, and grays) with a pop of unexpected color, like a poppy red or fuchsia, also, a cornflower blue with a pale yellow (think vintage French wallpaper).Michele Whitaker, Delectables Fine Catering, Palm Harbor, Fla.
“Slate blues and grays allow you to bring tones found in nature into
your wedding. They pair well with chic, modern wedding design for an organic design aesthetic.”Britt Geisler, Sugar Branch Events, Newport Beach, Calif.
“I’d love to see anything with actual color start to gain popularity. There are so many neutral or washed-out tones that are popular be-cause they fit with the rustic theme.”Becky Bert, ABC UCF Student Chapter, Orlando
APPLY CREATIVITY TO YOUR NEXT EVENTOnce the volume of resources and ideas for color inspires you, it’s time to consider application. Reader ideas ranged from the tired to the traditional to the unusual. Here are a few of our favorites: “Have your guests join in the color scheme! Invite them to be a part of the festivities by donning a shade of the wedding’s color. The Kar-dashians do it by all wearing white, why not make your guests play a part by wearing your color? . . . [Also,] play up the wedding’s color in unconventional places. Replace white cake, bridal shoes, the garter, even sparklers with the wedding’s signature color!”Carolyn O’Brien, Creative Celebrations Wedding and Event Planning, Lake Oswego, Ore.
“As a caterer, we can decorate our buffet stations or serving trays to reflect a color theme, but we can also do it with food selections.”Michele Whitaker, Delectables Fine Catering, Palm Harbor, Fla.
Use color on “tent roofs, dance floors.”Barbara Diez, MWP™, Barbara Diez Events, Buenos Aires, Argentina
“A color light wash brings color to the walls along with design and
© Ruiz y RussoBarbara Diez Events
WEDDING PLANNER MAGAZINE 11
creates a back drop to any room. Lounge furniture is also coming in a variety of colors, as is the dance floor. In fact, LED dance floors are now available to create desired color and design.”Rhonda Baker, Precisely as Planned, Dallas/Fort Worth, Texas
Ideas include: “Bright-colored flowers (yellow, orange, pink) and dark-colored lighting (blue or purple) [are great] for indoor parties. I based those colors off the sunset turning into night. [I also like] various shades of colors for bridesmaids/groomsmen/spokespersons (for ex-ample, light shades of blue to dark shades of blue for an ombré affect); patterned shoes, such as floral or Bohemian-inspired prints; colored jewelry/hair accessories for brides with a ‘pop’ of color to match their maids; colored venue decorations, like green and yellow hanging lan-terns for a green-and-yellow wedding theme (instead of the traditional white hanging lanterns); colored balloons; vibrant-colored cakes.”Jenna Potts, Edwards-Macy Bridal & Formals, Lakeland, Fla.
“Use color or colors of the wedding to create special dishes and custom-ized menus. Dress the staff with the colors of the wedding/event. Prepare an interactive drawing/guest book station with brushes, acrylics, water colors, pencils with the colors of the weddings—so every guest could leave a ‘color message’ for the couple.”Diana da Ros, Diana da Ros Events, Monza, Italy
“[I like] different textures, such as in ribbon; elegant linens, per-haps just on the cake table, or runners down the tables; a favor displayed on the table that is of a certain color, adds that pop of color without going overboard. And let’s not forget to look up by hanging the colors from the ceiling.”JoAnn Moore, CWC, MWP™, CGWP, Mountains and Meadows, Vail, Colo.
“Specialty table linens are an effortless way to bring not only color but also patterns and textures into your wedding. Changing up your table linen can transform the entire look of the room, and using a color allows the table settings to pop!”Britt Geisler, Sugar Branch Events, Newport Beach, Calif.
“Lighting can change the whole mood of a room and take you from cocktail hour to dinner service to dance party—quickly and effectively!”Suzanne L Peat, PWP™, Weddings by Kenneth Robert Entertainment, Toronto
“Getting creative with your champagne and adding edible flowers for a touch of color [is a great idea as are] creative colorful signature drinks for a toast—like a lavender shade signature cocktail with sugar around rim and a colorful magenta orchid to finish the look as your champagne toast.”Bobbie Outerino, Fortuna Event Management & Promotions, Miami
“The list is endless when it comes to incorporating color into a wedding theme. One unique way to add a theme color might be to take elements that are not normally found in that color and paint/dye objects to the color, and add to your tablescapes. . . . Taking objects and adding them in a theme color brings a cohesive touch.” Nancie Huneault, Pearl Events Wedding & Design, Calgary, Alberta, Canada WPM
__Beth Erickson, Wedding Planner Magazine Editor, La Crosse, Wis.
Courtesy of Kamran Jussain Designs© Defining 78
Courtesy of sash&bow
12 WEDDING PLANNER MAGAZINE
WEDDING PLANNER MAGAZINE 13
For the past five years, Wedding Planner Magazine has been your go-to source for
wedding industry news that inspires creativity and helps you brush up on business know-how. And we want to continue to be that resource, which is why we asked readers to complete a survey in January. Overall, we were thrilled with the results. Ninety percent of readers rated us as excellent or good. While seven percent said we were fair, not one said, “poor.”
Your comments were positive. One reader said what he or she liked most is “the fact that it [the magazine] exists at all, because not enough importance is placed on the role and need of wedding planners when looking at other publications.” Another said, “It’s unlike other magazines. It is specific to the industry and very informative. I look forward to receiving it.”
HERE ARE THE HIGHLIGHTS:• In comparison to magazines of similar
content, readers rated Wedding Planner Magazine as excellent or good (83%).
• Our design was rated excellent or good by 84% of readers.
• For the most part, readers have been around as long as we have been, 3+ years (46%); subscribed for 1-2 years (24%), or for less than one year (30%).
• Most readers, 57%, spend 16-45 minutes with the magazine; 29% spend 46+ min-utes, and 14% spend less than 15 minutes.
• Of readers, half read it cover-to-cover, with 48% skimming it for relevant articles.
• The pass along value of Wedding Planner Magazine is significant, with 45% sharing copies with one to three people, 6% sharing with 10 or more readers, and 4% sharing it with four to seven people. The rest of you, 46%, keep it all to yourselves.
• Some readers share the magazine with clients, 32%.
• Our magazine does not expire, 41% of readers keep copies indefinitely, 18% keep them for one or more years, 21% keep them for four to 11 months, and 19% keep them for one to three months.
• Readers use the information within the magazine for inspiration (72%), design ideas (69%), business strategy (56%), enjoyment (56%), business growth (54%), and teach-ing/mentoring (27%).
• Favorite cover features were: Design Trends (November/December) at 77%; Color Trends (March/April) at 73%; and ABC Annual Conference (January/February) at 58%.
• Favorite departments and columns that readers “very much enjoy; read every issue” include: Real Weddings (79%), Industry Best Practices (75%), and Ask the Experts (63%).
WE HEAR YOU!Our new look and updated content reflect your opinions. We asked; you answered. What’s different?
• Design: We updated the layout and fonts and freshened our look for a more mod-ern, chic feel. We increased the font and changed its color for readability.
• International: As our least popular feature, this was eliminated, though we will make an effort to retain global insight in our articles.
• ABC News: We eliminated the calendar since it was often out-of-date by print time. Find it online at www.BridalAssn.com. Look for our new ABC monthly column instead.
• Master Profile: New questions mean new insight on masters.
• Ask the Experts: A different font size and
READER SURVEY
RESULTS ARE IN: 90% OF READERS RATED WPM EXCELLENT OR GOOD! Wedding Planner Magazine’s new look was driven by reader feedback
color enhance readability, while photos of our pros let you see who is giving you tips.
• Member Insight: We’ve widened the scope to allow a variety of industry pros the chance to share their expertise.
• Seasoned Pros: Each issue, we’ll include information written by and tailored to senior-level professionals (asked for by 68% of readers).
• Real Weddings: We added even more planner-specific information to help you get the full scope of the job. We’re adding more per issue and including a variety of details about the scope of the project.
Watch future issues as we continue to include articles and ideas based on your input. And thank you for being a Wedding Planner Mag-azine reader! WPM
__Beth Erickson, Wedding Planner Magazine Editor, La Crosse, Wis.
RE ADER PROFILE
Wedding Planner Magazine average reader:• Is a wedding planner (88%).• Is a full-time business owner (59%).• Has been reading it for more than three
years.• Has been in the industry 1-10 years (62%).• Is 30-49 years old (48%).• Resides in the United States (81%).
Tidbit: Businesses you would most like to see advertise in Wedding Planner Magazine in-clude industry conferences/education, business books, apps/cloud-based business products, venues, software, destination locales, florists, and rentals.
1-3 months Yes
Yes
4-6 months No
Don’t know
7-9 months
10-12 months
1-2 years
2+ years
Indefinitely
0%
0%
0%
10%
10%
10%
20%
20%
20%
30%
30%
30%
40%
40%
40%
50%
50%
50%
60%
60%
60%
70%
70%
70%
How long do you keep copies of Wedding Planner Magazine?
Do you share the magazine with your clients?
Would you like to see a regular column featuring information targeting
Senior-level wedding professionals?
No
14 WEDDING PLANNER MAGAZINE
FEATURE
WEDDING FLORAL TRENDS IN BLOOMGoodbye shabby chic and hello country chic, cascades, and flower walls! The latest ideas in floral design favor everything from dreamy romance to laidback luxe.
The wedding floral trends taking place right now are exciting as the industry is starting
to embrace more unique floral design ideas. Here are a few of the trends that are sure to be a hit in 2016—and one trend to which I hope we can finally say, “Goodbye!”
CASCADING BOUQUETSEver since Princess Diana carried a 42-inch bouquet of white roses, orchids, and myrtle, cascading bouquets have been a waxing and waning trend in the floral industry. People either love them or hate them, but they are on-trend for weddings in 2016, because they’re dreamy, romantic, and a nice departure from the structured, ribbon-wrapped bouquets to which we’ve become so accustomed. Typically more voluminous and lush than traditional bouquets, this gives them a wild, freshly picked feel. Cascades can be modified to fit any wedding theme, including glamor-ous, rustic, and modern. Use of greenery contributes to the overgrown feel of these bouquets. Something about a long piece of eucalyptus, ivy, or an extended orchid stem helps cascades flow beautifully. If a bride wants to be more traditional, but still loves the cascading trend, it can be mimicked with long ribbons instead of flowers and greenery. These bouquets are a floral de-signer’s dream because there are so many ways to interpret the trend and infuse it with his or her own creativity.
FLOWER WALLSA major trend in the luxury wedding industry right now is flower walls. They bring incred-ible style and glamour to an event. They can be used as a ceremony backdrop, cake display background, or as a photo opportu-nity for couples and their guests. My favorite way to adorn a flower wall has been with hundreds of roses in different shades of ivory and pastel pink. Hydrangea is also a great way to fill the wall space since they have big blooms and are less expensive than other floral varieties. Truly, almost any type of flower that can lay flat against a wall can be used. Why? Because, typically, there is no space between each of the blooms. Tall
walls work well as a ceremony backdrop or photo backdrop since they’re taller than the people standing in front of them. You can also create a smaller wall and suspend it so it’s still at eye level, but doesn’t have quite the same amount of square footage to fill.
Flower walls are still somewhat rare, so they’re a great way to add an unexpected element to your wedding décor. They are unique and show-stopping structures. Each wall offers a way for florists truly to be creative and make something different every time. The possibilities are endless, and they’re all gorgeous no mat-ter how they’re interpreted. Guests will swoon!
COUNTRY CHIC DÉCORNot to be confused with shabby chic, coun-try-themed décor is coming back in a big way for 2016 weddings. Think bow ties, gray-washed wood, and patterned linens. Country chic themes are perfect for outdoor spring and summer weddings, and go well with white blooms, or pops of a fun color like bright yellow. Mixing elements like antlers, raw wood, and even feathers into arrangements adds va-riety and texture. To keep it feeling rich, include larger blooms and use luxurious containers like gold vases and glass bottles.
Even ballroom brides are gravitating toward more natural choices. With the right elements, even the most classic hotel ballroom can be transformed into a country chic paradise. White and pastel blooms look perfectly at home on a long, raw wooden table with gray-washed wood chairs. Country chic wed-dings try to balance classic wedding glamour with touches of western-inspired details. The bright and pastel colors and natural elements fit perfectly in a warm outdoor environment, making this trend perfect for spring and sum-mer weddings.
ADIOS BURLAP AND MASON JARS!Shabby chic, burlap-wrapped, and ma-son-jar-infused weddings have their place in the wedding industry, but it’s time to see this trend pushed to the wayside. There are many elegant ways to incorporate country or outdoor elements into a wedding. Hopefully,
2016 brides will go for more stylish details. Instead of burlap, try lace or patterned linens, and instead of mason jars, try mercury glass or a mix of white and gold vases.
Use the New Year as an opportunity to advise couples on the latest trends, transform tired ideas into fresh ones, and let a few new ideas bloom! WPM
__Amy Child Marella, The Hidden Garden, Los Angeles
© Heather Kincaid
Courtesy of Hidden Garden Flowers
WEDDING PLANNER MAGAZINE 15
The rose pedals have been scattered, the music has been cued, and the groom stands ready to receive his beloved as she slowly
walks down the aisle. The guests are watching through the screens of their cell phones and trying to get a selfie with the bride as she comes down the aisle—signs of a modern wedding! You take a breath at the back of the church as you watch your clients profess their undying love to each other in front of their friends and family. While the vows and rings are exchanged, your team has already scattered and your assistant is flying across town to make sure the reception site is flawless for the announcement of the newly minted Mr. & Mrs. If even one leaf is out of place or a crumb has fallen from the cake, your overstuffed event kit will allow your assistant to MacGyver a solution out of the mobile tool box you have on wheels. You are wearing your superhero cape—you are Super Wedding Planner!
Having been in the event industry for 18 years, I applaud myself for keeping my sanity. During my tenure I have produced events as small as an intimate cocktail party to as large as Olympic programs. Sprinkled amongst the pages of my portfolio are a handful of weddings. Why so few, you might ask? The brash answer is that I don’t take on projects that I think will come with a big bag of crazy. I screen hardcore when I meet a couple. If, for a minute, I sniff out any loony in the room, I end the meeting without apology. My schedule suddenly “fills up,” and I’m not able to take on the project. With an apology for my overbooked schedule, I’m happy to let the couple go back out to fish in the planner pool.
For the couples who make it through my screening process, I implement five tips for keeping my sanity and keeping the couple from losing it.
1. Have the couple complete a thorough questionnaire. As part of the introduction and orientation to working with me and my team, I request all couples complete a comprehensive form, which tells me their vision for the wedding, the budget, any red flags, and helps me to get to know their personality. The questionnaire also identifies who will be involved with the planning and, more importantly, who will be writing the checks. Finally, I ask the couple to provide their expectations for their wedding planner. I want to hear, from them, what they believe my role is and how they believes we will interact. Tweet me @henleyco if you would like a copy of my form.
2. Bring them back to reality. As we know, Pinterest is both a blessing and a curse. Little does the couple realize, when they are pinning away that the wedding they are creating will really cost $1.2 million. An experienced planner will take the vision from Pinterest and turn it into something the couple can afford. Educating couples about what items, services and products really cost is crucial. We have a very direct conversation early in the planning so we can manage expecta-tions on both sides.
3. Get the details on everyone involved. In an attempt to herd the wed-ding party and family, I ask all couples to complete a spreadsheet with
the names, role, and contact information for all VIPs. This allows me to communicate directly with the wedding party, key family members, and friends, which has eliminated any confusion, and the “I didn’t realize we had a rehearsal” comments. Everyone on this spreadsheet receives a timeline and production schedule, which starts with his or her arrival into town and continues until the wheels are up on their airplane ride home. The couple has enough to think about; we see it as our role to be the portal for communication. This has been a game changer!
4. Set boundaries—it will make all the difference to your business! Just because the client wants to email, text, or call you every five minutes, doesn’t mean you have to respond immediately. We train clients on how we want them to treat us. If we jump every time they wail, we are going to become a pogo stick. I set an appointment time for each of my brides, once per month (by phone or in-person), which then increases as the wedding day nears. I explain to the couple that I am happy to receive their emails when they have a thought or question but that I will respond during their dedicated appointment. It’s amaz-ing how productive this has made the relationship.
5. Don’t leave money on the table. Regardless of whether you charge a flat rate or a combined rate (flat rate and mark-up), it’s important to look for ways to increase your profit. The decision to add concierge services to our business has allowed us to have a more comprehensive relationship with our clients long after their wedding is over. They come back to us for their travel coordination, household management, and in-home entertaining. Weddings should be the opening for you to man-age other projects for the client—not just a one and done experience.
Clients look to us for guidance and expertise. We won’t be good at our craft if we let Bridezilla run the show. Setting boundaries is key for your own state of mind—which, in turn, attracts the clients we really want to serve. I now pronounce you a wedding planner with sanity intact. Go wear your Super Planner cape with pride! WPM
__Nicole Matthews, The Henley Company, San Diego, Calif.
WIN A COPY!Email [email protected], with your name, business, and complete address, by Thursday, March 31, for your chance to win a copy of Nicole Matthews’ book, Permission – Stop Competing & Start Creating The Life You Want to Live, published by Archway Publishing. Be sure to put “Book Contest” in the subject line. The book champions the power of “leaning on” others to help create the life you want to live. Simon T. Baily, CEO of the Brilliance Institute,
says about the book: “WOW…this book is brilliant! Nicole walks next to us as a personal concierge who woos us with her riveting storytelling and painful truth.” The book is also available on Amazon.
INDUSTRY INSIGHT | NICOLE MATTHEWS
MANAGE THE CRAZY—5 TIPS FOR WEDDING PLANNERS TO KEEP THEIR SANITY! No doubt about it, wedding planning is hectic and harried. How can you keep your cool and carry on? Read on.
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ASSOCIATION OF BRIDAL CONSULTANTS MEMBER NEWS
AchievementsThe Association of Wedding Gown Specialists, Orange, Conn., has announced its hiring of As-sistant Director Hannah Saffo, replacing Martine Boursiquot-La Conte, whose husband took a job in California and who has begun her own wedding planning company. Saffo’s specialty is graphic design, so she is rapidly updating the association’s social media and energizing its Instagram.
Dalia Atisha, The Event Planner, Inc., Royal Oak, Mich., has been endorsed as a Certified Event Planner™ (CWP™) with the Association of Bridal Consultants.
Lynda Barness, MWP™, I DO Wedding Consulting, Philadelphia, was featured in an author event at Barnes & Noble in Rittenhouse Square in Philadelphia on Feb. 6. Barness is the author of the book, I DO: A Wedding Planner Tells Tales, available at www.barnesandnoble.com and www.amazon.com.
Donna Brian, MWP™, Love in Bloom, LLC, Shreveport, La., received The Knot Best of Weddings 2016 Award and Locals Love Us.
Robyn Bruns, AWP™, Red Letter Event Planning, Coeur d’Alene, Idaho, recently accepted the position of the Association of Bridal Consultants’ (ABC) state manager for Washington and the adopted states of Ida-ho, Montana, Oregon, and Alaska. Bruns hopes to increase member-ship in the region.
Ginger Dewberry, CWP™, I Dewberry Weddings and Events, LLC, Montgomery, Texas, opened her own business in March 2015 and booked more than 50 weddings. Not only is she a recent bride (see photo by Joey T Photography), but she was voted Best Wedding Planner of 2015 by Houston A-List, The Best of 2015 by Thumbtack for Profes-sionals, and received the Couples Choice Award for 2016 by WeddingWire for being in the top five percent of wedding planners in the nation.
Hey Mister DJ, Los Angeles, won the WeddingWire Couples Choice 2016 Award for the seventh year in a row and also won The Knot’s Best of Weddings award for 2016.
Annette Hoegner, PWP™, (left) Classic Touch Events, Corona, Calif., was named Best Event Planner in the Inland Empire in Inland Empire Magazine’s January 2016 issue.
Staci Mandikas, UNIQUE Weddings & Events, Tampa, Fla., was given the opportunity to lead in planning and designing the Tampa Bay Area Chapter of the National Association of Catering & Events’ (NACE) Annual Holi-
day Party, on Dec. 14, 2015, at The Vinoy Renaissance Resort in St. Petersburg. This was a social event for approximately 200 people, including NACE members, guests, and other local event professionals. With a theme of a “New York Christmas,” the event featured cocktail hour in a version of Central Park, New-York-themed food stations, a Rockette dancing performance, and a lit Broadway marquee reading, “I (heart) NACE.” Product and service donations from local event companies totaled $75,400.
JoAnn Moore, CWC, MWP™, CGWP, CSS, Mountains and Meadows, LLC, Vail, Colo., received the Best of the Knot Award—2016.
Pastiche Custom Perfume, Rancho Santa Fe, Calif., was launched two years ago and continues to bring the excitement of creating a custom perfume to brides and bridal parties. Many brides create a custom scent to gift to friends, bridal parties, or even the entire wedding party and/or ask to host a custom perfume party for their bridal show-er or bachelorette party. Pastiche fragrance bar can be brought directly to customers or events. Services include customizing bottle with a monogram or decorative jewelry.
Sari L. Skalnik, MWP™, Tropical Weddings, Palmer, Puerto Rico, was cho-sen, by Destination Weddings and Honeymoons, as a 2016 A-list Planner.
Kerrie Underhill, PWP™, owner of Platinum Weddings by Kerrie, Huntington Beach, Calif., was named “Best Wedding Planner: Orange County” at the recent California Wedding Day Magazine Best of Bride 2015 Awards.
Sarah Warner, Santa Rose, Calif., was the winner of a subscription to Wedding Planner Magazine at The Wedding and Event Professionals Cruise.
MediaMeghan Ely, (left) OFD Consulting, Richmond, Va., fin-ished 2015 strong with guest blogs on Perfect Wedding Guide, Wedding IQ, and WeddingWire Pro. She also was a speaker at The Special Event 2016 and Wed-dingWire World.
Gail Johnson, MWP™, Gail Johnson Weddings & Events, Decatur, Ga., was featured in the article “Life & Business” on www.Design-Sponge.com and in “What is the secret to the work/life balance?” on www.Best-Wedding-Day.org.
JoAnn Moore, CWC, MWP™, CGWP, CSS, Mountains and Meadows, LLC, Vail, Colo., had the Real Wedding of Stacey and Eric featured in the Summer/Spring 2016 issue of The Knot, Colorado Magazine; was interviewed for “A Beautiful I Do,” in Beaver Creek Magazine; and authored, “Why Choose a Colorado Wedding,” in the Spring 2016 issue of Colorado Weddings Magazine.
WEDDING PLANNER MAGAZINE 17
LNGs Donate $500 to Hurricane Relief EffortsThe Association of Bridal Consultants (ABC) South Florida, Central Florida East, Treasure Coast, and Puerto Rico Local Networking Groups recently donated $500 to the Bahamas hurricane relief effort.
The money came from proceeds from the groups’ monthly meetings from October to December 2015. Contributions were given to the relief efforts through the Sandals Foundation. “Since the planners and busi-nesses in the group receive great benefits from Sandals, we felt it was important to give back to the Bahamian people after the devastation caused by Hurricane Joaquin,” says Carmen Mesa, MWP™, ABC Florida state manager and Caribbean country manager.
Great Officiants Donates a Wedding Ceremony for Cancer Survivor
Elvis Kenobi a.k.a. Alan Katz,Great Officiants, San Diego, donated his services as part of a free wedding for a brain cancer survivor. It all began when, on Dec. 13, 2014, Nicholas and Destiny, the couple, came to Katz’s Cute Little Wedding Chapel for an emergency wedding ceremony. Nich-olas had been diagnosed with a large brain tumor and needed immediate surgery. After the ceremony, they con-tacted their venue to postpone their big wedding, but the venue refused to move the date or refund their money.
So, Katz and other vendors, along with the White House Restaurant, chipped in and gave Nicholas and Destiny a free wedding on Jan. 2, 2016. The couple chose a ‘50s-style wedding. Katz, who knew the couple were also Star Wars fans, created the character of Elvis Kenobi and did a mashup ceremony with both styles. It was an amazing event filled with laughter and love. The couple and their guests loved it. It was covered by ABC news (http://bit.ly/tumorabcnews). Nicholas is tumor-free.
Win a Copy of How to Hire a Killer Wedding DJ!How to Hire a killer Wedding DJ, written by Lee Dyson, Hey Mister DJ, Los Angeles, helps wedding clients and event professionals find and hire a DJ and also offers tons of tips and hints to ensure an amazing wedding reception. The book is available on www.Amazon.com, but you can win one of three autographed copies by emailing your name, business name, and complete address to [email protected] by Thurs-day, April 7. Be sure to put “Win a Copy” in the subject line.
First Big Mexico City’s Running the Brides is March 20Association of Bridal Consul-tants Latin America members Gabriela Oviedo, CEO and founder of ABBY Brides, and Valentina Corro are the creators and directors of the First Big Mexico Running the Brides. Not to be confused with New York City’s Running the Brides, this event is
5K race for women who are looking not just for their dream dress, but for their dream wedding.
The grand prize for this event is a wedding for 150 guests with all expenses covered. AIRE Barcelona is giving away the dress and Bizzarro, the rings. Other businesses involved include Ana Fiori, Tiffany Gourmet, Antonio del Valle Studio, Punto de partida, PINK chic, Jardín Alamares, and Sacher Cake Shop—as well as the support of ABBY Brides and Corro.
Not only does this event offer a great grand prize, but it offers brides the chance to meet the best wedding vendors in the city and have fun. Brides can run in a wedding dress and participate in a make-up course contest as well. The Mexican actress Fátima Torre is the god-mother of this event, which takes place in 1a Sección de Chapultepec, Mexico City, is operated by Total Running. The cost per runner is $23 (400 pesos). Entrants must be at least 18 years old and a woman to participate. Participant categories include Fiancées, Single Women, and Married Women. Each category has its own prizes. For more information, visit www.grancarreradenovias.com.
CorrectionOn pages 16-17 of the January/February 2016 issue of Wedding Planner Magazine, we incorrectly stated the name of Master Bridal Consultant™ Anna Marie Wintercorn’s business. It is Elegant Wed-dings and Events in Stuart, Fla.
Miss Dorothy Heart AwardCongratulations to Donna Brian, MWP™, Love in Bloom, Shreveport, La., for winning the Miss Dorothy Heart Award for Passion and Excel-
lence to the Wedding Industry at the Association of Bridal Consultants’ (ABC) Annual Conference in California in November 2015. This award is the only award presented by the ABC. Members are nominated by their peers and judged by the Miss Dorothy committee. Left to right: Denise May, PWP™; Jemi Adcock, RWV; Carol Nunley, AWP™; Donna Brian, MWP™; Anne Bergeron, AWP™; and Kayla Jackson, PWP™.
Antonio del Valle Studio
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Special Thanks from the ABC for Work on Annual Conference The Association of Bridal Consultants would like to thank the hard work and dedication of all the folks who made the annual conference at the Hilton Orange County in California such a special event and apologize for neglecting to include them in the article in the January/February 2016 issue of Wedding Planner Magazine. They are: SUNDAY NIGHT WELCOME PARTYPlanner: Kelsey Connelly, Kelsey Events; venue, food, and beverage: Hilton Costa Mesa; floral: Butterfly Floral; DJ and lighting: Luxury DJ’s; live music: Scott Cummings Music; linens: Luxe Linen; dance floor, Silent Disco; specialty rentals: Absolutely Fabulous! Events; lounge furniture: Stephanie Linens; ghost chairs and tabletop: Chiavari Chair Rentals; stationary: Honeycrisp Designs; cotton candy: Sugar Spin; photo booth: Lucas Jeanne Events; photography: Michelle Lacson Photography; and video: Godfather Films. MONDAY LUNCHEONPlanner: Carmen Fuentes, Expressionary Events; venue, food, and beverage: Hilton Costa Mesa; floral: Piccolo Flowers; linens: Luxe Linen; DJ: Waveform Events; photography: Happy Photos; and video: Godfather Films. MONDAY NIGHT OFF-SITEPlanner: Kerrie Underhill, PWP™, Platinum Weddings by Kerrie; venue, food, and beverage: St. Regis Monarch Beach; floral: Flowers by Cina; lounge and LED furniture, nitrogen ice cream: Absolutely Fabulous! Events and Productions, Inc.; draping: Pipe Dream Events; dance floor, bar stools, and white carpet: Classic Party Rentals; DJ and lighting: VOX DJ’s; electric violinists: Scott Cummings Music; linens: GBS Linens; stationery and sponsor signage: Honeycrisp Designs; photo booth: Joy Squad; lash and lips bar: Design Visage; transportation: Five Star Tours; photographer: Happy Photos; and videographer: Godfather Films. TUESDAY LUNCHEONPlanner: Stephanie Hassan, Table 7 Events; venue, food, and bever-age: Hilton Costa Mesa; floral: Jenny B Floral Design, The Urban Gar-dener, and Flower Fusion; stationery: Ampersand Ink; linens: Baker Party Rentals and GBS Linens; photographer: Silver Gecko Photogra-phy & Design; and video: Godfather Films. TUESDAY NIGHT OFF-SITEPlanners: Kerri Hatter, LVL Weddings & Events and Courtney Urquiza, In Style Event Company; venue, food, and beverage: Harborside Grand Ballroom; floral: Pink Daffodil; rentals and Linens: Classic Party Rentals; beach décor: BTB Event Rentals; DJ: Steve Burdick Events; lighting: Andy Nation Productions; stationery: I Do Wedding Shoppe; photographer: Silver Gecko Photography & Design; and video: God-father Films.
ASSOCIATION OF BRIDAL CONSULTANTS MEMBER NEWS
Florida Student Chapter Holds Mock WeddingThis past December, the Association of Bridal Consultants’ (ABC) University of Central Florida Student Chapter planned and executed its first end-of-the-semester event, a winter wonder-land-themed mock wedding, with the help of a few local ABC Members and industry friends. The students started off the evening with passed mocktails upon each student’s arrival. When it was time for the event to begin, the ballroom doors were opened and members
were welcomed into the “ceremony,” where clear Chiavari chairs lined each side of the aisle, which featured a handpainted aisle runner. ABC student chaper co-directors Allan Saltman, Allan Jay Images, and Diane Jenson, The Wedding Party, gave a presentation on how a processional, ceremony, and recessional would appear from a pho-tographer’s and wedding coordinator’s point of view. From there, the event transitioned to a “reception” that featured stunning tablescapes with silver linens, high and low floral centerpieces filled with hydran-gea and dendrobium orchids, silver beaded chargers, and silver nap-kins to complete the wintery look. Students reenacted a cake cutting with their “bride” and “groom” and ended the night with dancing hosted by a local DJ. The evening was full of education, inspiration, and fun. The students are grateful to their sponsors for donating their time and services to make the mock wedding a complete success:OVERALL SPONSOR: The Association of Bridal Consultants Central Flori-da East ChapterPHOTOGRAPHY: Allan Jay ImagesVIDEOGRAPHY: Treasured Moments VideographyFLORAL AND DÉCOR: Bluegrass ChicRENTALS: A Chair AffairCAKE: Party Flavors Custom CakesCUPCAKES: Everything CakeCOORDINATION: The Wedding PartyDJ: Roque ProductionsAISLE RUNNER: Artistic Aisle RunnersWEDDING DRESS AND VEIL: Sassy’s BridalVENUE: The Castle Hotel
WEDDING PLANNER MAGAZINE 19
ABC DIRECTOR LISTINGPresident, David M. Wood III
Co-Founders, Gerard J. Monaghan and Eileen P. Monaghan
Director of State Managers, Beverly Ann Bonner, APR, MBC™ [email protected]
Director of Operations, Elayne Anderson [email protected]
Director of Social Media, Candice Benson, MBC™ [email protected]
Director of Education, Gloria Boyden, MWP™ [email protected]
Director of Marketing, Dena Davey [email protected]
Creative Director, Nancy Flottmeyer, PWP™ [email protected]
Director of Ethnic Diversity, Lois Pearce, MWP™ [email protected]
Member Services, Annemarie Steiner [email protected]
Member Services, Nicole DaSilva [email protected]
ABC Office1.860.355.7000, 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.
• use honest, factual advertising.• deal with employees and clients fairly, in an
unbiased manner.• disclose to clients any payments received from
suppliers.• operate an establishment that is a credit to the
community.
THE ABCS OF EDUCATION IN 2016By Gloria Boyden, Director of Education
Is this the year that you take your education seriously? We hope so. We want this to be the year that Association of Bridal Consultant (ABC) members are clearly set apart from the rest of the people calling themselves professionals.
The new Professional Wedding Planner Program is ready to ship. It is comprised of seven courses with a completely new Professional Etiquette course. Sandee Monahan, MWP™, Wed-dings Without Worries, Wexford, Pa., who wrote the Course on Professional Etiquette, reminds us that the number one rule in etiquette is about kindness, consideration, and respect. You may purchase the entire Professional Wedding Planner Program at a discount or purchase each individual course one at a time. Contact the Association office or click on the link on the website www.BridalAssn.com.
New webinars for 2016 are in the works. We are working with a new hosting company and, as soon as we assess the company and try a webinar out, we will send you the Eventbrite links. We can still use a few more webinars for 2016. If you have made a successful presentation at a local meeting, or if you just are very knowledgeable about a wedding topic and would like to share, we would love to hear from you. Please contact me at [email protected].
Plans are under way for the 2016 Annual Conference, The Business of Brides. It will be held in Dallas this year. The link to the Business of Brides website is: www.ABCAnnualConference.com. You will be able to see images of the hotel and rooms, and keep up-to-date on all the speakers as soon as they are chosen.
ABC members have so much from which to choose. From a $19 webinar to a local meeting to the Annual Conference, the opportunities are there. You just have to commit to tap into the resources. Make this the year. WPM
ABC officeUPDATES
PROMOTE YOUR PRODUCT OR SERVICE TO THE WEDDING INDUSTRY!
REQUEST A MEDIA KITABC CORPORATE MEMBERS: DENA DAVEY
1.806.355.7000 or [email protected]
OTHER INQUIRIES: NANCY FLOTTMEYER, PWP™ 1.608.796.2257 or [email protected]
CELEBRATING 5 YEARS!
20 WEDDING PLANNER MAGAZINE
One of the basic tenets of sales is to make it all about the buyer, showing them
that their wants and needs are important. So, when meeting with potential clients, don’t lead with the budget question. While to qualify them, you may want to ask about budget first, imagine if you were the customer and the first question someone asked you was “What’s your budget?” That makes more sense when buying products than services. Though, if you’re doing full-service planning, you can and should be asking your client’s budget during initial inquiry conversations. Once you’ve started a conversation, you can bring it up. Remember that if you’re already having a conversation with a couple, whether in person, on the phone, or via email, they’re at least a little interested in hiring someone for those services.
FULL-SERVICE PLANNING BUDGETSThere are really two questions here—about the wedding budget and the budget for your services. When and how to discuss each will vary. To discover the total wedding budget, first have them tell you about the wedding they want. Then, ask if they’ve considered what it might cost.
Q: WHAT IS YOUR WEDDING BUDGET?If you’ve ever seen the TV show “Property Brothers,” the premise is that the brothers ask the homebuyers for a wish list of wants, including neighborhood, size, number of bed-rooms, etc. Then they ask for their budget. Later, they bring the homebuyers to a house that has everything they’ve asked for, but the price is way higher than the budget they’ve set. The point is that to get everything you want, you often have to spend more. So, as with most things in life, there are compromis-es to be made. The same goes for weddings. Pinterest, Facebook, and Instagram display an unrealistic view of weddings, because budgets are not displayed with the photos. We can’t blame couples for thinking they can have those weddings, even when they don’t
have the budget. Therefore, ask what they want and what they think it will cost to see if they have a realistic budget in mind. If they’re not forthcoming with an amount, give them a range, based upon your experience. Then, ask if that fits within their budget.
Q: WHAT IS YOUR BUDGET FOR WEDDING PLANNING SERVICES?When it comes to talking about the couple’s budget for your services, you can either figure it into the total cost of the wedding you quote them or break it out. You might want to quote the total, including your services, so you don’t have to give them a higher number later. Be sure to quote how much time you’re going to spend to make it happen. You need to give them the “why,” not just the “what.” “What” you do looks, at least on paper or on a website, pretty much like what every other planner does. “Why” they should choose, specifically, you is what makes the difference between hiring “a planner” and hiring you at your price. When they want you, they have to pay your price. If they feel someone else can make their wedding a reality at a lower rate, then they’ll go with them. If they feel only you can make it happen the way they envision, they have to hire you to get that result.
When quoting your rate, don’t be tentative, and don’t apologize. If you’re confident in your services, and confident that your rate is fair for the value they’re receiv-ing, then quote it with confidence. Too many planners undersell themselves, because they underestimate the amount of time they’ll be spending. If you keep track of time spent on a wedding, and then calculate your true, hourly rate, are you getting paid well?
DAY-OF CONSULTING SERVICESFor day-of services, the wedding budget isn’t as important as their budget for your services. The truth
is, many couples probably don’t budget for a day-of planner. They get closer to their wedding and realize how much still has to be done, or a friend/relative convinces them to hand it off. If they have figured it into their budget, they might be more likely to have a realistic amount set aside for your services. In your initial conversations, you still should start by asking about their wedding. Have them tell you what they’ve already done and whom they’ve chosen, so you can get a handle on what you’ll need to do and with whom you’ll be working. If this is a wedding you’d like to be a part of, then quote them with confidence, explain what you’ll do for them and why you’re the best choice.
Whether full-service or day-of, quoting clients before you know what they want is like a waiter telling me how much dinner will be, before I know what I’m getting. Sales is about asking better questions and really listening to the answers. Budget questions are no differ-ent: listen first, then ask. WPM
__Alan Berg, CSP®, www.AlanBerg.com, Kendall Park, NJ
THE KEYS TO THE GREAT BUDGET DEBATE: LISTEN THEN ASKThe wedding and event budget is always a topic of debate. When and how do you bring it up? Should you bring it up? There are lots of questions and many possible answers.
BUSINESS BASICS | ALAN BERG, CSP™
WEDDING PLANNER MAGAZINE 21
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For the big pictureand every last detail
22 WEDDING PLANNER MAGAZINE
FAMILY: I am married to Thomas F. Boyden. We have two adult children, who are married, and four grandchildren from college to elementary school in age.EDUCATION: I have a bachelor’s degree and a master’s degree in biology and educational media from Purdue University in West Lafayette, Ind.GETTING STARTED: My business started in 1988 as an invitation studio. With the etiquette and other questions that I was frequently asked, I saw the potential of becoming a wedding planner.ON THE ABC: I joined the Association of Bridal Consultants (ABC) when I decided to become a wedding planner. The support has been great. I attended the ABC’s Business of Brides in San Diego that same year. It was eye opening and well worth my investment.ON BEING A MASTER: If you are in a career, you should strive to be at the top of the field. I have always loved learning, and so it seemed natural to take the Professional Wedding Planner Course (formerly the PDP), achieve accredited status, and then move to the Master level. At that time, it took three years between accredited and master appli-cations. We don’t require the time lag anymore but do require that people go step-by-step.BUSINESS CHANGES IN THE PAST FIVE YEARS: I moved to full orchestration of weddings. For day-of coordination, I use an associate.ON EVALUATING SUCCESS: I have asked for WeddingWire reviews, and most people do take the time. The reviews have been great. Most clients also take the time to write a personal note.ONE BUSINESS MISTAKE: I waited a long time to have a trusted associate in my business. At this point, my business is tapering to just doing invitations for clients and only an occasional full-service plan-ning event. I think there is an income stream from having more than one associate doing the wedding-day direction. MENTORS: The design end of weddings greatly interests me. A mentor from afar is Sasha Souza. I have heard her speak at large conferences and in a small group. She is so good about sharing her expertise. Other colleagues who were giving of their time when I first joined the ABC were Teddy Lenderman, MBC™, and Kay Krober, both Indiana members. (Kay has since retired.)ON PINTEREST: Pinterest is driving brides’ desires and vision, and
MASTER PROFILE
MASTER WEDDING PLANNER™ GLORIA BOYDEN, MWP™ | Events by Design, Inc., Carmel, Ind.
ABC MEMBER SINCE: 1997 EMPLOYEES: 1 full-time REVENUE BREAKDOWN: 40% wedding planning, 40% invitations, and 20% wedding floral and design CONTACT: 317-566-8233, [email protected], www.eventsbydesignindy.com SOCIAL MEDIA: Facebook
information
it is our job to help them sort through what can be done and what budget will support their dream. INSPIRATION: Wedding books like Sasha Souza’s new one inspire me. Interior design magazines help me look at a wedding in a more personal way—how can we make a table look inviting, beautiful, and intimate?MARKETING STRATEGY: I have a WeddingWire account. I do one bridal show a year, having decided that this is not the best use of money since bridal show brides are DIY brides for the most part. And I have a newly revamped website and spent a little money on SEO.STAYING FRESH: Tom and I take time to travel and visit family and friends each year. IDEAL CLIENT: My ideal client is really two clients, mother and daughter. They would work together and support each other in deci-sions. Most of my ideal clients are college graduates who are working, and whose parents have the means to give a lovely wedding.READING NOW: Seeds of the Word: Finding God in the Culture by Bishop Robert Barron.FAVORITE TV SHOW: Downton Abbey has been fun to watch—I love period pieces and find the manners and etiquette fascinating. The beautiful setting and furniture are also inspiring.HOBBIES: I volunteer a lot. I am in charge of seasonal decorating for my church; was coordinator for a $300,000 fundraiser dinner; attend daily mass and pray for an hour each week in our adoration chapel; and, for the past five years, have been on the committee spearhead-ing a major redecoration of our church sanctuary and nave. I also love to take a walk every day, weather permitting. WORDS OF WISDOM: Set your own style and way to work, and don’t mimic other planners. Be sure to start out charging enough. That is not to say to charge like a Master, but charge enough to be true to our industry. ON GIVING BACK: I mentor and speak on topics of which I am knowledgeable. I am the author of the Professional Wedding Planner Program and Director of Education for the ABC (a volunteer position). LITTLE KNOWN FACT: Most people don’t know that my college degree is in science. It just goes to show that you can reinvent yourself many times over.
WEDDING PLANNER MAGAZINE 23
“I did a wedding last year that was a complete nightmare along the way. The signs were there from the beginning. They wanted a wedding they couldn’t afford. And no matter how many price-reducing options I gave, they rejected them all. The clients ended up spending the money, but made our lives miser-able every step of the way. From screaming and yelling, attempting to pit us against each other, playing good cop/bad cop with us, etc.—it was a mess. Unfortunately, by the time we saw the writing on the wall, we were too deep into it to let them go. We had to buck up and deal with it. In the end, their wedding was exactly like they wanted and they loved everything, but the term ‘bridezilla’ doesn’t even scratch the surface of how the bride acted along the way. She has tried to stay friends with me since, but I refused and blocked her. I have no interest in that kind of negativity in my life!’”- Donnie
“Yes. Early in my career, I took a couple of weddings that I should not have taken. The signs were there, but I ignored them because, at the time, I thought I needed to take every job oppor-tunity that came my way, and I felt the couple really needed my assistance. I have since learned to work only with my ideal clients, but I also learned to never to ignore the warning signs.”-Shelby
“I have only had one wedding that I wish we had not taken. The client was abusive and really unkind. It was painful for our company to work with this person, and it impacted the mood of our team for several months. We stayed the course and produced a magnificent event, but there is no amount of money worth this kind of pain. The warning signs, through subtle, were there. My red flags were up, and I ignored them. Lesson learned.” - Merryl
“Oh yes! And, my gut said, ‘I should pass on taking this wed-ding.’ I learned months later that I was correct. The big warning sign was that it seemed like they wouldn’t trust me. They wanted to do things on their own. I’ve learned, if this comes up, to ask the question, ‘Then why are you hiring me?’”- Frank
“This is all about advance planning, something that should be right up your alley! You have to expect a few things to happen when you go from part-time to full-time: 1) Your expens-es will be higher than you antici-pate. 2) There are ups and downs to cash-flow that you don’t feel as much when you have a full-time out-side job. 3) If you don’t want to rely on your spouse’s income, you have to be prepared to save at least a year’s worth of money to cover your costs. You can mitigate some of this by starting to promote and invest while you have the other job. Invest in better marketing and branding. Take the higher ad placements so you’ll see more traffic. Pre-pay for some things so they don’t affect your cash flow during the first year. Not incurring debt is simply about cash flow: money in vs. money out. You have to look at this month-by-month, not just annually. Your business will have seasonal ups and downs to its cash-flow, so plan for it, or give pay-ment plans to your clients so they’re paying you throughout the year, not in big lumps.” - Alan
“I have seen many planners take on second jobs in a bridal salon or other retail bridal business with the expectation that they could obtain business from those con-tacts. That way, they can leverage the growth with income. The main thing is to clear this tactic with the company you are working for so there are no misunderstandings.”- Donnie
“It is absolutely possible to make it a full-time career. You must be smart with how you go about doing this. Do your due diligence before you go full-time. Create a business plan, a financial plan, and a marketing plan. Make sure you have figured out what kind of planning you will focus on (what is your core competency), where will your business be based (home or office), and what kind of time you can realistically put into this busi-ness. Be sure that you have proper tax, insurance, and legal advice before you begin working. We all started small and grew! My advice is to do your homework and then get out there with a positive atti-tude and make it happen!”- Merryl
“Very honestly speaking, ‘No’—unless you are independently wealthy.”- Frank
“When I realized that I want-ed to leave my full-time job to become a full-time wedding planner, I created both a plan and a savings plan for a two-year period. During those two years, I purchased some of the items that I needed with the profits from the part-time business. I also saved enough money that would take care of my expenses for two years. Once I became full-time, I worked hard to always meet my financial goals so my business would be self-sustaining. - Shelby
ASK THE EXPERTS
Q: “WAS THERE A WEDDING THAT YOU WISH YOU HAD NEVER TAKEN, AND WAS THERE A WARNING SIGN ALONG THE WAY THAT YOU IGNORED?”- Bethel Nathan, Ceremonies by Bethel, San Diego
Q: “IS IT POSSIBLE TO MAKE THE JUMP FROM A SMALL SIDE BUSI-NESS TO FULL-TIME WEDDING PLANNER WITHOUT INCURRING DEBT OR HAVING A SPOUSE’S INCOME TO RELY ON?”- Beth Rolfe, Fetching Weddings & Events, Salem, N.H.
Donnie Shelby FrankMerryl Alan
24 WEDDING PLANNER MAGAZINE
This year marks my 24th year as a wedding consultant. During this almost quarter of a
century, I have seen so much change in what we do and how we do it. I fondly remember starting out when there was no Internet, mobile phones were either in a bag or were as thick as a brick and weighed a ton, and we thought the fax machine was the most amazing invention. But when you reach this “seasoned level,” you often wonder, “How can I stay inspired and keep current with everything happening in the wedding industry?” It’s not easy, and everyone has a different level of success doing so. For me, it is multifaceted. Here’s my approach:
1. FASHION DICTATES MANY TRENDS. When the Pantone color of the year is an-nounced, you’ll see a huge shift toward this color in interior decorating, accessories, and weddings and events. Seasonally, I make a shopping trip to one of the larger, upscale malls, and do a walk-through of the women’s and men’s clothing departments, looking at color, texture, and cut. This tells me what I will see shortly in the event design industry.
2. THINK RESIDENTIAL.Walking the halls of the showrooms of Chica-go’s Merchandise Mart let’s me explore the furniture, accessories, and lighting that emu-late the latest in decorating a home or office. Since so much of an event can look residen-tial, it’s imperative to know what is current. 3. EXPLORE NEW RESTAURANTS. Find out what’s new locally and, when you trav-el, try to hit at least one restaurant to see what that city offers. While dinner for two and dinner for 200 are completely different animals, you can pick up bits and pieces of amazing food items to incorporate into your menu design. Also, follow shows on The Food Network and Cooking Channel. Trends in food change fast! 4. READ, READ, AND READ SOME MORE!I would hate to add up as what I spend yearly on magazine subscriptions. Wedding magazines are first and foremost. I also try to pick up a local wedding magazine when traveling, so I can see what’s being offered in other cities. Industry publications like Special Events, Wedding Planner Magazine, and Vows are just a few of my monthly reads.
Food magazines like Bon Appétit and Food and Wine, interior design magazines such as Elle Decor and Architectural Digest, and fashion magazines such as Harper’s Bazaar, Vogue, and GQ are just some of the other great reads. Wedding and event books are also great resources. With two floor-to-ceiling bookcases filled to capacity, I have pages upon pages of inspiration. I rarely throw out any of these books because, as Mom always said, “It all comes back.” Revisiting and browsing these resources, even years later, provides many new ideas to recreate and tweak. Did I mention blogs? I could write an entire article on this alone! There are hundreds if not thousands for you to read. Everyone has their favorites, and you could spend hours every week just reading blogs for great ideas.
5. GO TO CONFERENCES/TRADESHOWS. This is where I really get inspired. Not only do I speak at these, and share my expertise, but I am a “sponge” at them. In addition to the education, you get to see and experience new products and services and what can be done with them. From new lighting techniques to the latest in linens, to amazing food and enter-tainment, you’ll walk away with your brain on overflow. Most of the conferences also have an attached tradeshow to showcase the newest items in weddings and events. There are many industry conferences. Two of my favorites are The Special Event and Catersource. Try different ones and see what best gives you the best return on your investment. There are also many event-related shows, like The National Bridal Market in Chicago, The National Gift Show in Atlanta, and The National Stationery Show in New York. There are tradeshows for pretty much every facet of our industry. You have to spend the money and attend to have the knowledge of what is available. Attending these helps me distin-guish myself from many others.
Another conference offering a different type of inspiration is The Wedding MBA, which is all about business, without the “fluff.” Rather than seeing the latest in linens and flowers, you explore technology, marketing, social networking, and ways to increase your profits.
It also has many motivational sessions. This conference is nonstop, back-to-back presen-tations. It’s also affordable. I never walk away disappointed. 6. DON’T FORGET NETWORKING.I live in a large city that has a huge event community. I could go to a networking event, open house, or industry meeting several times a week, every week of the month, and every month of the year. These events are a great tool. You can see a new venue, taste a caterer’s food, look at flowers and décor, as well as meet and chat with other event professionals. At this stage of my career, I pick and choose what to attend. If I spent all of my time attending these events, I would have no time for my clients or myself. 7. BALANCE PERSONAL & PROFESSIONAL. Between research, meeting with clients, and administrative work, many consultants burn out. You have to schedule time away. It is healthy and makes you a better consultant. Additionally, if you are married or in a relationship, it will keep you out of divorce court! Take one day, at least, as a family day, and maybe one other day as a “you day.” Make one night a week date night. It’s an awesome way to take care of yourself and recharge your batteries. Also, remember that attending a conference is not a vacation! You need a clean break every so often. Every year or every few years, take a real, two-week vacation. As hard as it is to say, “No,” to business, this is really healthy. Be sure to turn off your cell phone and email while away. Luck-ily, I have an amazing administrative assistant who covers for me. Obviously, if a major emer-gency should occur, I can be contacted, but for the most part, I am truly “out of the studio.” Clients really do understand and respect this.
At my first meeting as the Association of Bridal Consultants’ Illinois State Coordinator in 1996, I said, “Look around this room. Here are the best resources you can ever find—each other.” I view everyone as a colleague not a competitor. We can learn so much from each other. So look, taste, and smell. Read, listen, and watch. Inspira-tion is everywhere, in the obvious places as well as the out-of-the-box, unexpected ones. WPM
__Frank J. Andonoplas, MWP™, Frank Event Design, Chicago
You Can’t Teach an Old Dog New Tricks…OR CAN YOU?
SEASONED PROFESSIONALS
WEDDING PLANNER MAGAZINE 25
REAL WEDDING | FLORIDA
ABC PLANNER: Staci Mandikas, with Eboni Reed, UNIQUE Weddings & Events, Brandon, Fla., www.designedbyunique.com, [email protected] IN INDUSTRY: 9 (Staci), 5 (Eboni)PHOTOGRAPHY: Horn Photography & DesignBUSINESSES: Inspire Entertainment (DJ), The Hole Donuts, Alessi Bakery (cake), The Birchwood (venue/catering/bar), Christina Adams (musicians), 2Birds Events (florist), Jess Waldrop Makeup Artists (hair/makeup), Jared Keyes (officiant)WEDDING DATE: March, 1, 2015GUEST COUNT: 100 THE COUPLE: Karen and Joe are an unconventional couple with old souls and traditional families. They wanted a wedding that was elegant, romantic, unique, and fun. INVOLVEMENT: Wedding-day direction INSPIRATION: They wanted their wedding to have a romantic feel, but not over-the-top when it comes to the décor. Organic and vintage, with a touch of modern and Victorian was the style they wanted. “AHA” MOMENT: During our initial meeting, Karen and Joe expressed that they wanted a wedding that has the feel of a celebration at which they just happened to be exchanging their vows. At that moment, we definitely understood the feel that they were looking to achieve. MOST UNIQUE DESIGN ELEMENT: Karen’s dress was the most unique
element. It was vintage. We loved how she paired this antique gown with a pair of sexy, modern heels! COLOR PALETTE: Blush, green, berry, gold BUDGET: $20,000STAFF HOURS: 50 PLANNING TIME: We were involved in the last 30 days prior to the event. CLIENT MEETINGS: Three SET UP/STRIKE DETAILS: We arrived four hours prior to the ceremony start time, although our set up was minimal. The florist handled all of the centerpieces, and we setup the postcard well-wish station, donut station, as well as multiple accents. REVENUE BREAKDOWN: 100% planningBIGGEST CHALLENGE: The couple was adamant about not having set seating for the guests, as they felt it would interfere with the relaxed feel that they wanted to achieve. The best we were able to do was to convince the couple to set a few tables as “reserved” for the im-mediate family. Not having set seating resulted in VIP guests upset about where they were sitting and families and friends being split up to accommodate the chairs per table. HINDSIGHT: We would not have let the client move forward with such a large guest count and no determined seating. We will use this wedding as an example of why assigning seating will achieve order and not formality. WPM
organic and vintage, with a touch of modern and Victorian
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At a recent conference, when I was pre-senting the keynote speech, I asked
the audience if they considered themselves leaders. No hands went up. They looked at each other as if to say, “Not me, no way.” Yet, the audience consisted of entrepreneurs who were running their own businesses, people leading multi-level teams, and those manag-ing divisions of corporations.
Next, I asked them to define why they didn’t see themselves as leaders. The responses included: “I don’t have the title,” or “I don’t have the authority or responsibility.” Still others didn’t see themselves as leaders at all. How did they view themselves? Many saw themselves as managers, handling tasks that needed to be completed day in and day out.
FROM PEONIES TO ROSESWhen I was first asked to think of an event or situation for reflection, and consider if and how I had demonstrated leadership, my mind skipped to a wedding that I had been asked to plan. The bride’s dream was to have peo-nies and roses at her wedding. “Peonies and roses?” I thought. It was both the wrong time of year and the wrong climate. The request simply wasn’t realistic. However, the bride had a long-held vision, and nothing else would do.
After some searching, I found a vendor who assured me he would order the flowers from Holland, which he did. What he didn’t know, however, was that these flowers would be held at the border until documentation was produced and the duty paid. The vendor was in a panic. Who could he talk to about this? What needed to be communicated? Every hour was precious in rescuing these fragile flowers that were to grace a bride’s dream.
Rather than leave the frazzled vendor to sort out this problem himself, we worked together as a team. I did some research and helped him make phone calls, complete the docu-mentation, and determine the amount of duty that needed to be paid. Success! The bride had her peonies and roses, and her wedding was the perfect dream that she had always envisioned.
UNDERSTANDING LEADERSHIP VS. MANAGEMENTWhat was my role in this story? Was it lead-ership or management? I needed to under-stand the difference. Leadership is about behavior and an observable set of skills and abilities. Research has shown that leadership has five common core practices. A leader will model the way, inspire a shared vision, challenge the process, enable others to act and last, but certainly not least, “encourage the heart.” In short, leadership isn’t about personality; it’s about behavior.
By contrast, management is the process for dealing with or controlling things or people. If management is defined as getting things done through others, then leadership should be defined as the influence that inspires and leads to action taken by others. It means mobilizing others to move toward a common goal. Great leaders help build an organiza-tion’s human capital then motivate individuals to take concerted action. There is an under-standing of when, where, and how to use more formal sources of authority and power such as position or ownership.
LEARNING THROUGH EXPERIENCEMy experience with the peonies and roses challenged me to think about my own leader-
ship capabilities. Was taking responsibility for fulfilling a commitment a model of leader-ship? Was working cooperatively toward a solution rather than assigning blame and abandoning the goal another instance? I think it was. My help in communicating with the producer and the customs people enabled the vendor to solve the problem. He didn’t abandon the flowers, despite his financial loss, nor did he change the order. Instead, he realized that both of us shared a commitment, and I was supporting him. He wasn’t alone.
For both the vendor and myself, it was a learning experience. He learned more about the intricacies of importing flowers from over-seas. I learned the necessity of consistently checking details, rather than presuming that those in charge of delegated jobs know what needs to be done. Because I communicat-ed that we both shared responsibility, and I showed my appreciation for his dedication to solving the problem, we maintained a very positive working relationship.
WHAT’S YOUR STORY?We all have a “peonies and roses story.” These are personal stories that help us discern our own skills and abilities and that help us become effective leaders. The challenge is to see ourselves in a light that shines upon our strengths so that we can build on them and encourage our own hearts and those of oth-ers. What’s your “peonies and roses story”? Share it with me at [email protected] or tweet me @SantoroMilena. WPM
__Milena Santoro, CWP™, CMM, CMP, PIDP, MS Pro-ductions, Inc., Canda and Europe
FOLLOW LEADER
LEADERSHIP SERIES
LESSONS FROM PEONIES AND ROSES Do you see yourself as a leader? Discover one planner’s leadership journey in this first in a three-part series.
the
WEDDING PLANNER MAGAZINE 27
REAL WEDDING | PUERTO RICO
ABC PLANNER: Maria Lugo, AWP™, Maria Lugo, Dorado, Puerto Rico, marialugopr.com, [email protected] IN INDUSTRY: 9 PHOTOGRAPHY: Jose Ruiz PhotographyBUSINESSES: Plazoleta de La Rogativa (ceremony), Hotel El Convento (venue), Brides by Tatiana (hair/makeup), Lorraine’s Flowers, C+M Cake Designers, Cory Casterton (officiant), DJ Rockhand (ceremo-ny/reception music), NDF Films, First Class Chauffeurs, Marriott Resort and Stellaris Casino (welcome activity)WEDDING DATE: July 17, 2015GUEST COUNT: 43THE COUPLE: New Jersey residents Emily and Sergio dated briefly in high school and reconnected 10 years later through Facebook. Wanting something different than a cookie-cutter wedding led them to select Puerto Rico as a destination. They took pride in hand selecting each element of the day, eliminating traditions from which they felt disconnected. Emily had studied color theory, typography, and painting in college, but pursued a career in wine/spirits sales. Throughout the planning, she learned about the wedding industry and how it uses the creative and business side. I encouraged her to explore a career change. She is currently researching and studying to become accredited in wedding planning. We keep in touch, and I learned a lot from her as a client and about myself as a mentor. INVOLVEMENT: Full-consultingINSPIRATION: The couple had an exciting and unique vision I had never executed. Not wanting to “transform a space,” it focused on accessorizing the venue’s beauty to incorporate aspects of their personal style. Loosely inspired by former New York City nightclub, Bungalow 8, the couple wanted a chic, modern affair where bold simplicity created a wow effect. “AHA” MOMENT: I was influenced by the energy of the bride and her
determination to give attention to every detail. She was as interested in the process as the result. By using multiple communication plat-forms and numerous templates, I felt connected and fully embraced their vision. MOST UNIQUE DESIGN ELEMENT: A vibrant color palette of red and teal combined with the bride’s signature black-and-white stripes were utilized everywhere. Wearing a kilt, the bride’s father led her down a custom, striped aisle runner. At the reception, tables atop the black-and-white marble floors were adorned with dark teal linens and an antique-gold sequin table runner. Tall black vases topped with huge palm leaves created a tall canopy of greenery.COLOR PALETTE: Black-and-white stripes, red, teal, and goldBUDGET: $45,000STAFF HOURS: 100 plusPLANNING TIME: One year and three months.CLIENT MEETINGS: Two visits to Puerto Rico and numerous Facetime and conference calls.REVENUE BREAKDOWN: 100% planningBIGGEST CHALLENGE: At our first meeting, the bride came prepared with printed copies of inspiration boards, including pictures, bullet point lists, and Pantone color chips. She had done her research and knew exactly what she wanted down to the specific chair style name. Finding the exact items became the biggest challenge, and hiring the right decorator was instrumental. She was able to not only source what the bride requested, but embrace and integrate the couple’s style into every element of the day. LEARNINGS: This wedding reinforced the importance of communica-tion. The bride’s attention to detail led us to use multiple planning templates and inspire new ones. By sharing these details with ven-dors, everyone was well versed on the expectations, which created anticipation. We were as excited for the wedding as the couple! WPM
chic, modern affair where bold simplicity created a wow effect
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FEATURE
From intimate affairs to large-scale events, an experience in museums and historic venues can make any bride’s vision for a unique and
special celebration come true. How can you ensure success? Alicia Crosby, rental and program planning manager at The Baltimore Muse-um of Art, shares her expertise in this Q&A and discusses how planning an event in a protected space can be both wonderful and challenging.
Q: What’s different about events in a museum or historic venue?A: “For the past few years, more and more brides are thinking outside the box and want something different, more creative. While traditional event venues are wonderful, protected spaces offer a unique opportu-nity to kill two birds with one stone by showcasing the city and, often, built-in décor (with artwork), saving brides money, in some respects. Although this trend may not be new to catering and event profession-als, museums are catching on and strategically planning and investing more time and money into creating or updating these spaces. Our goal, at the museum, is to drive more revenue and open ourselves up to a completely different experience for an untapped audience.”
Q: What type of couples are looking for this venue experience?A: “Most of the couples I work with are interested in something differ-ent, something beautiful. Many are artists or artistic/creative people themselves, and sometimes, they had a first date here or got engaged here. Most of them have average or higher budgets—you have to when choosing a museum/historic venue since they are usually not cheap!”
Q: What are the main challenges in having an event at a protected space?A: “Spaces like ours can have logistical issues that are easily ad-dressed in more common, conventional event venues. For example, loading docks, hang points, unlimited power sources, and an excess of bathrooms are not generally a problem in a traditional venue. However, with a protected space, you may have to work with your couple to tone down the DJ or consider alternative décor that can be brought in without the need for large entryways. Then, there’s always that pesky budget. Perhaps one of the biggest hurdles with catering for a couple that are set on having an event in a protected
space can be the budget. Rental fees for spaces can range from $3,000 - $50,000 plus, and that’s even if you can rent them. Your favorite museum may not rent space or may require you to be a certain type of member or donor to rent the space. Also, having an experience at a protected venue will most likely include higher rental rates for things like chairs and tables, as they may need to be venue-friendly and are generally not included with the space.”
Q: What should planners know about protected spaces?A: “Having an event at my museum is definitely special. Here are the top five things planners should consider when working with their couple on securing their dream venue:
1. Educate yourself. Get to know the venues in your area, especially the new ones or ones that are soon to be in construction. This will help you understand the needs and wants of a couple looking for a unique experience at an unusual venue.
2. Listen. Build relationships with the venue managers and find out what it takes to successfully work in their space (from their perspec-tive). Ask your colleague for a tour of the front and back of the house, or see if you can attend an event to appreciate how they prefer ven-dors to work in their space.
3. Communicate. Always keep venue managers in the loop from the beginning—you will avoid a lot of changes that way.
4. Understand (and follow) the rules. Although you might not be able to use flash photography in front of the Mona Lisa, you should be familiar with the rules and regulations for protected event spaces, as they may be entirely different than those to which you are accus-tomed. Arming yourself with that knowledge will help you and your client plan a successful event, assure everything goes smoothly, and help better prepare you for compromises.
5. Be creative. The more you know about venue restrictions, the more creative you can be. Alternative options to current trends help you take your bride’s Pinterest idea and make it happen at a level that keeps the integrity of the idea while abiding by the venue’s requirements.”
Q: Tell us about the coolest event you’ve ever had at your museum.A. “The coolest and most memorable are the events that incorporate the venue and the artwork within the theme and décor—creating beautiful, artistic centerpieces; using artist’s names instead of standard numbers to indicate tables; and designing the menu inspired by works of art. Really doing anything that sets the tone of the venue and the event is something special!” WPM
__Kim Grimm, National Association for Catering and Events (NACE), Columbia, Md.
CREATING A MASTERPIECE: 5 THINGS YOU SHOULD KNOW ABOUT MUSEUM WEDDINGS
Jennifer Hughes
WEDDING PLANNER MAGAZINE 29
SANDALS® AND BEACHES® ARE REGISTERED TRADEMARKS. UNIQUE VACATIONS, INC. IS ANAFFILIATE OF UNIQUE TRAVEL CORP., THE WORLDWIDE REPRESENTATIVE OF SANDALS AND BEACHES RESORTS. 2445/0116
I was married at Sandals Grande Antigua Resort & Spa several years ago—and loved being a Sandals bride! Later, I helped several friends and family members plan their destination weddings and honeymoons to the Caribbean. Finally, two and half years ago, I took a leap of faith and joined the Association of Bridal Consultants. I was excited to have the opportunity to get paid for what I was already doing.
Since joining the ABC family, Sandals has provided me with an incredible sales support team and excellent marketing tools. Their sales reps and staff are quick to answer questions that help me book my clients. I’ve received foot traffic from my window scrim, secured bookings for wedding shows and closed the deal with a few clients following a Caribbean Nights event. I can’t wait to see the response I will get once my car gets wrapped later this year! However, out of all the Sandals’ initiatives, Familiarization (FAM) Trips are my favorite. They are fast-paced, packed with information and offer a glimpse into the guest experience.
Thanks to FAM trips, I’ve had a chance to visit the properties, dine with General Managers and spend time with talented consultants from all over the world. Every trip has resulted in a new sale even before I’ve returned home. Not to mention, my inbox is flooded with messages about quoting trips for family and friends.
Regardless of which property I visit, one thing is certain, I’m ready to go back home and see my Caribbean family.
HAPPILY EVER AFTERAT SANDALS® AND BEACHES® RESORTS
JENNIFER BALLEvent Planner & Wedding WhispererKnot Your Average EventsBurlington, NC
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30 WEDDING PLANNER MAGAZINE
“My average budget starts at $60,000. I do make sure I’m on referral lists of ven-ues that work with couples with similar budgets. And, I do have many couples who come to me by word-of-mouth. . . I spend under $5,000/year on advertising, gifts, and other related mate-rials to provide to couples. This year, I’m working with a firm to assist with social media/optimizing and updating my brand, logo, and website.”- JOANN MOORE, CWC, MWP™, CGWP, CSS, MOUNTAINS AND MEADOWS, VAIL, COLO.
“We focus on posting events online, giving interviews to a wide variety of publi-cations, and maintaining strong client, vendor, and community relationships, which result in significant word-of-mouth referrals. People are looking for integrity, transparency, creativity, and empathy. When they hear from a peer that this describes your brand, they are more likely to hire you. . . .Unpaid, word-of-mouth referrals are the most powerful advertising tool that you have at your disposal.”- MERRYL BROWN, PRESIDENT, MA, CWP™, MERRYL BROWN EVENTS, SANTA BARBARA, CALIF.
“Approximately 25% of my budget is devoted to advertising, the majority of which is online—TheKnot.com, Wedding-Wire.com, and NJWedding.com which is specific to New Jersey and comes with leads. I participate in a New Jersey Asso-ciation of Bridal Consultants’ co-op ad in NJ Bride Magazine that also comes with leads. I pay to be on two ‘preferred profes-sional’ lists at upscale venues (you have to be asked). One paid client per year, per listing will pay for the listing.”- KATHI R. EVANS, AWP™, ALL THE BEST WEDDINGS & CELEBRATIONS, TOMS RIVER, N.J.
“Today’s brides use their phones, tablets, and computers more than ever. We have fully embraced digital advertising and are almost completely away from print. This helps us control our advertising costs as digital advertising tends to be less expen-sive than print. We dedicate about 12% of our expense budget to advertising our venue and services.”- BENJAMIN EGGEBEEN, ANDREW JACKSON’S HER-MITAGE, NASHVILLE, TENN.
“Financial investment—25%. Time investment—35%. While I work with The Knot and WeddingWire, the most authen-tic ‘ads’ come in the form of featured Real Weddings on well-respected blogs. When couples see my weddings featured on in-dependent blogs, they know that they are working with a reputable company that delivers. Blogging on my own website has also proven invaluable, as it organically increased my SEO ranking and intro-duced potential clients to my ‘voice.’” - ANDREA EPPOLITO, ANDREA EPPOLITO EVENTS, LAS VEGAS
“Percentage spent on advertising—$0…In 1987, I was asked to become Sponsor/Advisor of Martin County High School Sigma Phi. I was able to share my vision with students while gaining their friend-ship and trust. On becoming a bridal con-sultant/officiant in 1993, many students called upon me to help orchestrate and officiate their weddings. I was honored to have the trust of these young adults and their parents. I feel ‘word-of-mouth’ has been my best advertisement.”- ANNAMARIE WINTERCORN, MBC™, ELEGANT WEDDINGS AND EVENTS, STUART, FLA.
“I try to focus on the best advertisement for my ideal bride. She will be looking for her needed vendors before and during wedding season. I want to be seen when she is shopping for vendors. Six months before wedding season starts, I prepare advertising in local wedding magazines, local blogs, and wedding expos. I also try to participate in local charity events, which helps me stay within my advertis-ing budget of 10% a year.” - STEPHANIE WHITE, AMOROUS WEDDINGS AND EVENTS BY STEPHANIE, MESA, ARIZ.
“I designate approximately 1% to paid advertising. The rest [is through]: 1) Referrals on my reputation; 2) insanely creative innovation (example: Wine With a Wedding Planner™, a concept where I Tweet my location at any given Santa Barbara luxury venue and invite anyone to join me for complimentary wedding planning advice during a window of time.”- KERRY LEE DICKEY, SANTA BARBARA WINE COUN-TRY WEDDINGS & EVENTS, SANTA BARBARA, CALIF.
“I spend the bulk of my marketing/ad-vertising budget, about 60%, on wed-ding shows. I am in four or five shows each year and have found it not only beneficial for booking weddings, but [also for networking]. . . .About 20% of my budget is devoted to online marketing—website, lead generat-ing sites, search engine optimization, etc. Printed materials make up about 15%—business cards, brochures, and other materials. The final 5% goes to print ads. I have a marketing background, so I track every booking to see which forms of advertising are working.”- CAROLYN O’BRIEN, CREATIVE CELEBRATION WED-DING AND EVENT PLANNING, LAKE OSWEGO, ORE.
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WEDDING PLANNER MAGAZINE 31
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