The Publication For Wedding Planners, Professionals, And

Transcription

A publication inspired by the
Association of Bridal Consultants
July/August 2013 Volume 3 Issue 3
the publication for wedding planners, professionals, and designers
Top 10 Destination Picks 8
Susan Southerland's Secret 19
Co-marketing Your Business 22
Eclectic Rentals 24
Exit Strategies 25
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CONTRIBUTORS
Kathy Apostolidis is the creator and director of
the leading Australian wedding planning and styling agency, Nightingales Wedding Designers. Established in 1994, Apostolidis’ strong reputation
in creating exquisite weddings in Australia has
seen Nightingales expand globally with weddings
and events organized in Europe Asia and the
United States. Boca Raton Resort & Club
The Ritz-Carlton
Create a wedding day memory to last a lifetime.
At America’s First Resort Destination®,
couples have stayed, played and exchanged vows
for more than100 years
…now it’s your turn.
Contact our Destination Wedding Specialist
at 561-233-3057 or email
MyWedding@PalmBeachFL.com
Angela Dupont, ABC™, CPCE, successfully sold her
wedding consulting business based in Madison,
Wis., in 2011. She will share her experience finding
a buyer, valuing her business, negotiating the sale,
and successfully transitioning the business so that
it did not lose momentum in her Business of Brides
session in West Palm Beach, Fla., this November.
Her article is this issue preludes her presentation.
Elise Enloe, MBC™, is the former vice president
of North American operations and director of
education for the Association of Bridal Consultants. She is the owner of Attention to Details
Weddings and Events in Oviedo and Orlando, Fla.
PalmBeachFL.com/weddings
Gail Johnson, ABC™, is a wedding industry
expert, author, speaker, and creative director of a
full-service bridal and event design consultancy,
Gail Johnson Weddings & Events. She has been
featured on WeTV Platinum Weddings and
numerous publications including Martha Stewart
Weddings, Knot, Ebony, Glamour, US News &
World Report, Inside Weddings, Life & Style, and
Southern Weddings.
Lisa Hopkins, CPCE, CMP, is the director of catering and conference services at The Houstonian
Hotel in Houston. She is currently the president
of the National Association for Catering and
Events (NACE).
Lisa Light, worldwide wedding concierge,
A-List Wedding Planner, and founder of DestinationBride.com, is an authority on destination
weddings—with 22 years of experience in 40
countries. She is the author of DESTINATION
BRIDE: How to Plan A Wedding Anywhere in the
World, was featured on Style Network’s “Married
Away,” and was a member of the Forbes 400 Top
Hotels selection committee.
The Brazilian Court Hotel
4
Wedding Planner Magazine
The Breakers
© alex david studio
© K. LINDMEIER PHOTOGRAPHY
Table of Contents
24
27
Features
Experts Share Top 10 Destination Picks................................................................. 8
Destination weddings truly are an anywhere occasion. While that levels
the playing field, the field is rather significant. How can you comb the
globe seeking new and exciting locales to recommend to your brides?
Let us help. Expert Lisa Light has combined her expertise with that of
destination pros JoAnn Gregoli, MBC™, and Carley Roney to bring you
these exciting options.
Columns
Catering: Allergen-free Eats—Latest Trend Shows Consideration, and
May Even Be Lifesaving!............................................................................................. 18
There aren’t many wedding trends that can make as dramatic a difference as tweaking the menu to accommodate guests with allergies or
special diets. It’s a small courtesy that has a big impact. Explore how
planners and caterers can be more proactive in this area of growing
importance.
The Secrets of Susan Southerland........................................................................ 19
Entrepreneur, event planner, author, and consultant Susan Southerland
takes a moment to chat with Wedding Planner Magazine readers about
her life, business, and the wedding industry in this exclusive feature.
Southerland will be a keynote presenter at the Association of Bridal
Consultants Business of Brides Conference in November.
Master Profile: Carmen Mesa, MBC™......................................................................21
Exit Strategies: Valuing Your Business for Sale.................................................25
Have you ever considered what the plan for your business is should
you retire, move, or change careers? It’s never too early to plan ahead.
This article, the first in a three-part series that looks at exit strategies,
focuses on how you can determine the cost of your business should you
decide to put it up for sale.
Departments
International: Australian Weddings—A Cultural Mix and Endless
Possibilities.......................................................................................................................15
Take a peek at Australian wedding customs and cultures. Consider it as
an exciting wedding destination. And gain insight into the Australian
wedding industry by the numbers in this article by Kathy Apostolidis of
Nightingales Wedding Designers in Sydney.
Real Weddings—Puerto Rico...................................................................................27
Sari Skalnik, ABC™, of Tropical Weddings, shares the delightfully rustic,
yet softly elegant destination wedding of a Florida couple who chose to
wed in Puerto Rico.
Business Basics: Unlocking the Unlimited Potential of Co-Marketing...22
Make your networking and business relationships work for you. Find out
how in this insightful article by nationally known author and sales and
marketing expert Chris Evans.
Ask the Experts..............................................................................................................23
Wedding Planner Magazine readers pose their pressing industry-related
questions, and our advisory group has the answers.
ABC Member Insight—Meghan Ely, OFD Consulting.....................................24
Discover the latest trend, eclectic rentals, and find out how it is creating
an explosion of creativity.
Let’s Talk Education: ABC’s Seminar Series Three, Four, and Five.............28
Learn more about the Association of Bridal Consultant’s revamped
education series in this review of the Networking & Etiquette Revival,
Building and Remodeling Your Bridal Business, and Taking it to the Top.
In Every Issue
Contributors..................................................................................................................... 4
ABC President’s Letter.................................................................................................. 7
Editor’s/Publisher’s Letter.......................................................................................... 7
ABC Meetings & News................................................................................................ 16
Industry Best Practices...............................................................................................29
What’s in your emergency kit?
5
,
Association of Bridal Consultants
Business of BridesAnnual
Conference
West Palm Beach, Fla.,
November 10-12, 2013
Featured Speakers
Registration
ABC member registration is $625 through August. 31, 2013
Late registration is $675 September 1-October 31, 2013
www.BusinessofBrides.com | www.BridalAssn.com
Hotel
Matthew Robbins
matthewrobbinsdesign.com
Susan Southerland
susansoutherland.com
Simon T. Bailey
simontbailey.com
Hotel room rate is $129 a night at Marriott West Palm Beach
Educational Sessions
Business Marketing
• Couples Are Buying; Are You Selling? Denna Fyock
• Pricing Intervention for Vendors and Seniors,
Brigid Horne-Nestor, MBC™
• Contracts, Renee Grannis, MBC™
• How Much Should You Charge? Renee Grannis, MBC™
• Blissful Selling, Charles Oster
• Divorcing Your Business Partner, Lisa Smith and Selling Your
Business, Angela Dupont, ABC™
Professional-Personal
• Power Networking, Victoria Wagner, PBC™
• Playing Nice, Heather Canada, MBC™ & Tanya Hendricks, PBC™
• Diffusing Difficult Situations with Difficult People, Shinar Hurd
• You Oughta Write a Book, Gail Johnson, ABC™
• Entertaining the Experience: The Lost Art of Personal
Engagement, J.C. York
• Achieving Balance, Tracey Fricke, MBC™
Technology Topic
• Social Marketing and Internet Assets, Bryan Glynn
Wedding
• Church Coordinators: Friend or Foe? Stephanie Davis, ABC™
Southern Weddings, Deborah Simmons, MBC™ and Donna
Brian, MBC™
• Color in Wedding Design, Nancy Flottmeyer, PBC™
• Are You Ready for the Storm? Disaster Preparedness, Calandra
Terry, MBC™
• Modern Jewish Weddings, Yehudit Steinberg-Caudill and Bars and Bats, Salli G.
• Gowns Unveiled: Inspiration to Alterations, Jane Skarosi, MBC™/
MWV™ and Yoshi Kohara, MWV™
• Weddings in Tents, Alexis Eliopoulos O’Mara, MBC™ and Unusual Venues, Laurie Beckmann, MWV™/ABC™
• Special Needs Weddings, Elaine Parker and Plus Size Brides'
Shafonne Myers
Editor Beth Erickson
Creative Director Nancy Flottmeyer, PBC™
Art Designer Nancy Flottmeyer, PBC™
Writers Kathy Apostolidis
Angela Dupont, ABC™, CPCE
Meghan Ely
Elise Enloe, MBC™
Chris Evans
Lisa Hopkins, CPCE, CMP
Gail Johnson, ABC™
Lisa Light
Proofreader Kim Seidel
PhotographersAlex David Studio
Andy Todes
Apropos Photography
Jag Studios
Jeff Kolodny
K. Lindmeier Photography
Kathleen Harrison Photography
Matt Gilles Photography
Rhodes Studios
Stephanie Younce
Viridian Images Photography
Well Wed Photos
Zasil Studios
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: info@weddingplannermag.com.
Visit: weddingplannermag.com.
What’s not to love about a destination wedding?
Whether your bride is interested in sun, sand, and surf or is looking to be wed amid colorful bursts of fall,
the idea of getting away holds appeal and creates a truly memorable event. The question becomes not
if to do a destination wedding, but where? International Wedding Concierge, Lisa Light, brought her vast
experience to the table and added the insights of destination pro JoAnn Gregoli, MBC™, and The Knot’s
Carley Roney to pull together their Top 10 Destination Picks. What are they? Look inside to find out (p 8)—
and be sure to check out the lovely destination Real Wedding from Puerto Rico (p 27).
Inside this issue, you’ll also find wonderful advice on the booming eclectic rental market, the importance
of considering special diet needs in catering selections, and what to put inside your emergency kit.
Plus, we’ve added some great information for the business end of your business. Speaker, Trainer, and
Consultant Chris Evans shares tips on unlocking the potential of co-marketing. In the first of a three-part
series called “Exit Strategies,” Angela Dupont, ABC™, CPCE, discusses how to value your business for a
potential sale. And, Elise Enloe, MBC™, talks education—specifically the Association of Bridal Consultants’
seminar series four, five, and six.
Tucked in among our many other fine features is an exclusive interview with Susan Southerland in
which she shares her savvy secrets to success with Wedding Planner Magazine readers. If you want to
know more about Susan Southerland, plan to see her in person by attending the ABC 2013 Business of
Brides Conference, “Palm Beach Chic,” in West Palm Beach, Fla., Nov. 10-12. You’ll also hear from her
fellow keynote speakers Matthew Robbins and Simon T. Bailey, and many other presenters. Register at
BusinessofBrides.com or BridalAssn.com. We’ll look for you there!
© apropos photography
Publishers Nancy Flottmeyer, PBC™
David Wood
letter
Volume 3 Issue 3
July/August 2013
Letter
Copyright 2013 Wedding Planner Magazine LLC. All rights
reserved. No part of this publication may be reproduced without
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.
For advertising information: 608.796-2257 or
email info@weddingplannermag.com.
by the
A publication inspired
Consultants
Association of Bridal 3 Issue 3
Volume
Beth Erickson
Editor
editor@weddingplannermag.com
Nancy Flottmeyer, PBC™
David M. Wood,
Publisher/Creative Director
Publisher/President,
nancy@weddingplannermag.com Association of Bridal Consultants
July/August 2013
the publication for
wedding planners,
professionals, and
designers
© Kathleen Harrison Photography
Picks 8
Top 10 Destination
's Secret 19
Susan Southerland
Business 22
Co-marketing Your
Eclectic Rentals 24
Exit Strategies 25
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. Postmaster send changes to Wedding Planner Magazine, 400 Main Street, La Crosse, WI 54601.
Next Issue: The Latest Catering Trends Simon T. Bailey - Novice Pitfalls and How to Avoid
Them - Employee Empowerment - and much more!
Wedding Planner Magazine Advisory Board
International Barbara Diez, ABC™, Barbara Diez Event Planners Master Bridal Consultant™ Mark Kingsdorf, The
Queen of Hearts Wedding Consultants Master Bridal Consultant™ Frank J. Andonoplas, Frank Event Design Master
Bridal Consultant™ Tamara Lin Waterman, 2011 Miss Dorothy Heart Award Recipient, Special Moments Master
Wedding Vendor™ Edward L. Griffin, The Wedding DJs/Hardcastle Entertainment, Inc.. Vendor John Goolsby, MEI,
CPV, MPV, Godfather Films Novice Shelly Stone, Signature Events by Shelly Professional Bridal Consultant™ LaToya
Parnell, Something Blue Weddings.
7
shutterstock
© Kathleen Harrison Photography
F E AT U R E
By Lisa Light, International Wedding Concierge, Chatham, N.Y.
© zasil studios
Wedding by Lisa Light © andy todes
With suggestions from JoAnn Gregoli, MBC™, Elegant Occasions by JoAnn Gregoli, and Carley Roney, The Knot, New York City
CLOCKWISE: Guatemala, Belize, Playa Mexico, Mexico
8
feature
latin america
2. Belize
The largest living coral reef in the world, with over 200 cayes, is located
in Belize and is a UNESCO World Heritage Site. It is also one of the top
snorkeling and diving destinations in the world. Belize is also home to
600 Mayan ruins and is unique because couples can actually be married on the ruins. In addition to exploring the reef and ruins, couples
and guests can track jaguars, dive in caves to see ancient Mayan burial
grounds, or celebrate their wedding night by sleeping on top of a Mayan
temple under a full moon. Belize is authentically exotic.
What are today’s hottest spots for destination weddings?
Here is Wedding Planner Magazine’s Top 10 Destinations—a delightful mixture of ageless gems alongside new and unique places for your
couples to consider.
LATIN AMERICA
1. Guatemala
In this well-kept secret, couples can choose venues with views of stunning Lake Atitlan, nominated for the “New 7 Wonders of the World,”
or dramatic mountains, volcanoes, and some of the best-preserved
Mayan ruins on the face of the earth. As a matter of fact, the largest
pyramid in the world, El Mirador, is in northern Guatemala—a mere
two-day hike through the jungle. Guatemala also offers boutique hotels,
romantic coffee plantations, luxurious golf courses and, best of all, the
city of Antigua, a United Nation’s Educational, Scientific, and Cultural
Organization (UNESCO) site. Its cobblestoned streets wind through
a large collection of magnificent colonial buildings and 17th century
churches, convents, and monasteries that can be rented very reasonably
for wedding celebrations for as many as 1,000 guests.
Top venues: Casa Santo Domingo (casasantodomingo.com.gt), Filadelfia
Top venues: Victoria House (victoria-house.com);
Cayo Espanto (aprivateisland.com); and
Hidden Valley Inn (http://hiddenvalleyinn.com).
Average temps: 75-81˚F-; year-round water temperature average 82˚F.
Legal issues*: Foreigners may be married in Belize with a valid passport,
birth certificate, and for those who have been previously married, a divorce decree or a death certificate. It is recommended that couples seek
the help of a local wedding planner to apply for the license in advance
and then present them at the Registrar General in Belize City or the
Office of the Solicitor General in Belmopan. One of the party members
must be in Belize for at least three days before getting married.
Area resources: Romantic Travel Belize (romantictravelbelize.com) and
Travel Belize (travelbelize.org).
Hotspots: San Pedro, Caye Caulker, Cahal Pech, Xunantunich.
3. Mexico
and La Casa Colibri (lacasacolibri.com).
Mexico has some of the most luxurious hotels and villas, with the best
service in the world. Cabo San Lucas, Puerto Vallarta, Cancun and
the Riviera Maya are the top destinations. Couples will find beautiful
beaches, Mayan ruins, rich cultural traditions, the finest purveyors,
delicious food, a large variety of attractions and festive music.
Average temps: 72˚F—Guatemala is known as the country of the
Top venues: Maroma Hotel (maromahotel.com) and Xcaret
Coffee Resort (filadelfiaresort.com), La Reunion Golf Resort
(antiguagolfresort.com.gt), Hotel Atitlan (hotelatitlan.com).
Additional options: Hotel el Meson de Maria (hotelmesondemaria.com)
“eternal spring.”
(xcaret.com).
Legal issues*: Foreigners may be married in Guatemala with a valid pass-
Additional options: Grand Velas (grandvelas.com); The St. Regis Punta
port, birth certificate, and for those who have been previously married,
a divorce decree or death certificate that have been authenticated by a
Guatemalan Consul in the United States.
Mita (stregis.com/puntamita); The One and Only Palmilla
(http://palmilla.oneandonlyresorts.com); and Las Ventanas
rosewoodhotels.com/en/lasventanas).
Area resources: visitguatemala.com.
Average temps: 85˚F daytime and 80˚F evening, although temperatures
vary with altitude. The dry season is from October to May.
Hotspots: Antigua (aroundantigua.com); La Fonda de la Calle Real in
Antigua (lafondadelacallereal.com); Lake Atitlan (atitlan.net); Tikal
(tikalpark.com).
Legal issues*: Although there are no residency requirements in Mexico,
couples need to arrive three business days prior to their ceremony, because
they are required to have blood tests to determine blood type, HIV, and STD
status. Most hotel and resort wedding planners will assist with this process.
If not, it is recommended that you hire a local wedding planner.
Area resources: Mexico Tourism Board (visitmexico.com).
* Although we do provide some legal information about getting married in
each destination, many couples get legally married at home before departure
in order to simplify the planning process.
Hotspots: Cabo Wabo (cabowabo.com), Playa del Carmen for nightlife,
Cancun for luxury shopping, Tulum to see the ruins by the sea, and Coco
Bongo (cocobongo.com.mx).
9
shutterstock
© well wed photos
© matt gillis photography
feature
CLOCKWISE: Berkshires, Isle of Capri, and Fort Ticonderoga
10
feature
the united states and europe
THE UNITED STATES
4. Massachusetts
From the renowned islands of Nantucket and Martha’s Vineyard to Cape
Cod, Boston, Plum Island, and the North Shore, Massachusetts has a lot
to offer. The Berkshire Mountain region is a growing wedding destination because the fall foliage is second to none. It is so spectacular that
notable people from the northeast thought it worthy to build elegant
mansions that would only be used for one month a year in order to have
front row seats to see the leaves turn. Today, many of those mansions can be “hired” to host weddings. Lenox and Norman Rockwell’s
Stockbridge are home to more than a dozen spectacular venues ranging
from the Norman Rockwell Museum, Daniel Chester French’s Chesterwood, and Edith Wharton’s The Mount. Lenox is also the home of the
acclaimed Canyon Ranch health spa.
Top venues: The Mount (edithwharton.org), Wheatleigh
(wheatleigh.com), Blantyre (blantyre.com), Stonover Farm
(stonoverfarm.com), Cranwell Resort Spa and Golf Club (cranwell.com),
Norman Rockwell Resort (nrm.org), The Red Lion Inn (redlioninn.com),
Chesterwood (chesterwood.org), Gedney Farm (gedneyfarm.com),
Jiminy Peak Mountain Resort (jiminypeak.com), Hancock Shaker Village
http://hancockshakervillage.org/.
Average temps: Upstate New York is a four-season destination. The
temperatures depend on season and altitude. Expect cold temperatures
and snow Oct.-March; 60-70˚F from April-May; 80˚F from June-August;
70-80˚F in September.
Legal issues*: There are no residency requirements, but there is a
24-hour waiting period between filing for the license and the ceremony.
Both parties have to be present when purchasing the license and proof
of identity and freedom to be married is required.
Area resources: New York State Tourism (Iloveny.com), Hudson Valley
Weddings (hudsonvalleyweddings.com), Adirondack Weddings (http://
adirondack-weddings.com/),
Well Wed NY (weddingsnystate.com).
Hotspots: Saratoga Performing Arts Center (spac.org/), Saratoga Race
Track (saratogaracetrack.com/), Double Day Field (thisiscooperstown.
com), Watkins Glen (theglen.com), Lake Placid Olympic Center (orda.
org), Helsinki Hudson (helsinkihudson.com).
EUROPE
6. Italy
The Amalfi Coast, Venice, Florence, Lake Como, and Tuscany have been
top destinations for years, however, more recently, Portofino and Sicily
60-70˚F from April –May; 80˚F from June-August; 70-80˚F in September; have regained some of the limelight thanks to the Orient Express. Most
foreigners think of the movie, The Godfather, when they think Sicily—
60-70˚F in October; and 31-52˚F November-March.
imagining rural, arid terrain and olive trees. However, parts of Sicily are
Legal issues*: There is no residency requirement, but there is a three-day lush and green like the town of Taormina, which has a history as a mecca
waiting period, which means you must get your license three days before for artists and writers. It is a small, vibrant city with an amazing Roman
amphitheatre, gardens, and cliffside hotels overlooking the sea, like the
the ceremony. Identification (driver’s license, birth certificate, social
luxurious Grand Hotel Timeo.
security numbers) is required as well as divorce or death certificates
when applicable. Both bride and groom must appear at the city or town
clerk’s office in order to obtain the license.
Top venues: Villa D’Este (villadeste.com), Grand Hotel Ambasciatori
(ambasciatorisorrento.com), Orient Express Hotels (orient-express.com/),
Hotel Mira Mare (hotelmiramare.it).
Area resources: Berkshire Visitors Bureau (berkshires.org), Lenox
Chamber of Commerce (lenox.org), Berkshire Chamber of Commerce
(berkshirechamber.com/), Stockbridge Chamber of Commerce (stockAdditional options: Il Positano (http://ilsanpietro.it/) and Sirenuse
bridgechamber.org/).
(sirenuse.it).
Average temps: The Berkshire region is a four-season destination. Expect
Hotspots: The Lion’s Den in the Red Lion Inn, Stockbridge Main Street,
Chocolate Springs, Kripalu, Tanglewood.
Average temps: Temperatures range from 30-75˚F depending on the
region and the season.
5. Upstate New York
Legal issues*: Foreigners can be legally married in Italy, but it is highly
recommended they hire a local wedding planner to assist with the bureaucracy. There is even a disclaimer on the Italy wedding requirements
page on the U.S. Department of State website. Couples might consider
getting legally married at home and celebrating in Italy.
Upstate is anywhere outside of New York City, including the Hudson
Valley, the Catskills, the Finger Lakes, Lake Ontario, Lake Champlain,
the Thousand Islands, Niagara Falls, and the Adirondack Park. The Hudson Valley is actually one of the top wedding destinations in the country,
because it is home to over 50 barns that can be rented for weddings and
a plethora of historic mansions that housed families like the Roosevelts,
the Livingstons, and the Van Burens.
Top venues: Fort Ticonderoga (fortticonderoga.org/), Blue Hill Farm
(bluehillfarm.com), The Sagamore (thesagamore.com), Glenmere Mansion (glenmeremansion.com), Mohonk Mountain
House (mohonk.com/), Circa 1799 Barn (circa1799.com), The Point
Resort (thepointresort.com), Lake Placid Lodge
(lakeplacidlodge.com/), Whiteface Lodge
(thewhitefacelodge.com/), Hall of Springs
(hallofsprings.com/), The Otesaga (otesaga.com),
Geneva-on-the-Lake (genevaonthelake.com).
Area resources: Italy Tourism Bureau (italia.it).
Hotspots: Ristorante Museo Caruso (ristorantemuseocaruso.com), The
Island of Capri (capritourism.com), Piazza San Marco
(associazionepiazzasanmarco.it).
11
© courtesy of Jumby bay
12
© courtesy of amanusa
© courtesy of viceroy anguilla
© courtesy of
canouan resort
CLOCKWISE: Jumby Bay, Canuan Resort,
Amanusa, and Viceroy Hotel Sands Resort.
feature
the carribean and asia
THE CARIBBEAN
7. Jumby Bay, Antigua (jumbybayisland.com)
Situated on a private, 300-acre island two miles off the coast of Antigua,
this elegant resort focuses on enhancing its lush, natural surroundings
and on fostering serene seclusion. Couples can wed on one of the three
sandy beaches or reserve the entire island resort.
ASIA
10. Bali, Indonesia
Although Bali is a small island, it offers state-of-the-art services as it has
access to a lot of worldwide resources. Local entertainment is unique
and very affordable. Imagine hiring fire dancers to entertain, women in
Balinese costume to greet guests, and Balinese girls processing as flower
girls with the bride during the ceremony. Bali also has a tremendous
8. Anguilla: Cap Juluca, Anguilla (capjuluca.com)
number of luxury hotels and other beautiful venues and a temple on just
This continues to be a Caribbean gem for weddings. With 18 stark white, about every corner.
Moorish-style villas set against the bright blue sea, this resort looks like
no other in the Caribbean. Its long list of celebrity guests guarantees
Top venues: Amanusa, Amandari, and Amankila (amanresorts.com),
it doesn’t feel like anything else either. Viceroy, Anguilla (viceroyhotelComo Shambhala (comoshambhala.com), The Chedi Club (ghmhotels.
sandresorts.com/anguilla), is modern and chic, with private, oceanfront com), Villa Istana (theistana.com/).
villas. The Sunset Bar is a spectacular place to watch the sun set while
sipping fruity rum drinks.
Other options: Bvlgari (bulgarihotels.com), Four Seasons (fourseasons.
com/bali), The Oberoi Bali (oberoihotels.com), Jimbaran Puri bali by
9. Canuan Resort, Canuoan Island in the Heart of Orient Express (jimbaranpuribali.com).
the Grenadines (canouan.com)
Although farther away, this resort has unique amenities, such as a stone Average temps: Around 80˚F, with a low of 75˚ and a high of 88˚.
chapel for weddings, a Monte Carlo-style casino, and stunning views of
other islands from its beach. The villas are beautifully appointed and the Legal issues*: Marriage laws are quite complicated in Indonesia, so it is
food is delicious.
recommended to be legally married at home or to hire a wedding planner that specializes in Bali weddings.
Additional options in the Carribbean: Island Outpost Boutique
Hotels, Jamaica (islandoutpost.com), Parrot Caye, Turks and
Area resources: Tourism Indonesia (tourismindonesia.com ) and Bali
Caicos (http://parrotcay.com/), Amanyara, Turks and Caicos
Wedding Blog (http://baliweddingblog.com).
(amanresorts.com).
Hotspots: Ku De Ta (kudeta.net), Ubud to shop for arts and crafts, and
Average temps: Temperatures vary island-to-island and depend on
John Hardy Factory (johnhardy.com), a must-see in Mambal. ••
altitude, but they average 70-85˚F. Check rainy seasons when researchAdditional Resources
ing, although most “rainy” days mean a passing shower.
Legal issues*: Generally, it is easy to be legally married in the Caribbean.
Foreigners cannot be legally married on French-ruled islands, but you
can always be legally married at home and hold the spiritual ceremony
and celebration at the destination of your choice.
The Knot Guide to Destination Weddings by Carley Roney and Joann Grigoli,
theknot.com.
Destination Bride: A Complete Guide to Planning Your Wedding Anywhere in the
World by Lisa Light, destinationbride.com.
Area resources: Caribbean Tourism Organization (onecaribbean.com),
Caribbean Wedding Association (caribbeanweddingassociation.com),
Caribbean Hotel Association (caribbeanhotelassociation.com/).
Hotspots: Margaritaville, Montego Bay, Jamaica (margaritaville.com/),
for rum, dancing, and waterslides; Rick’s Cafe, Negril, Jamaica
(rickscafejamaica.com), for sunsets, rum punch, and cliff diving;
Sandy Island, Anguilla (mysandyisland.com), for beach fun
and barbeque.
13
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International
Australian Weddings:
A Cultural Mix and
Endless
Possibilities
By Kathy Apostolidis, Nightingales Wedding Designers,
Sydney, Australia
Australia is so far away from the rest of the world, yet it is a
melting pot of people with exciting cultures. Even though its colonial
background is English and many of the weddings conducted in Australia
are of an Anglo-Saxon background, the vigorous immigration program
after World Wars I and II has created a country rich in people from all
over the world—people who bring their cultural traditions and impact
Australian weddings in an unusual way.
Australians are known for their steadfast loyalty, comradeship,
easy-going and friendly nature, and “have-a-go” attitude. Weddings
also take on this attitude in the flexibility available to planners and
stylists to create a celebration that is steadfastly traditional or as
culturally varied or totally different and quirky as can be. So what is
an Australian wedding?
Anglo-Saxon weddings are the norm
With all couples, the options are either to have a civil or church ceremony.
What follows are photographs in a beautiful location while guests
make their way to the reception cocktail hour. At the reception, guests
are seated and the wedding party is introduced. Dinner is followed by
speeches and toasts, cutting of the cake, and a dance complete with the
requisite bouquet and garter toss before the couple bids farewell. What
makes each celebration is personalization through color, themes, favorite
foods/wines, quirky activities or games during the evening, or favors. A
great deal of thought and planning is spent on personalizing Australian
weddings. Maybe it’s an identity crisis that we have deeply ingrained,
because we all hail from such a huge variety of cultural backgrounds and
need to differentiate ourselves in some way. Whatever the case, it gives us
the option of creating beautiful elements for each wedding.
For a groom of Mauritian Hindu background and a bride of Australian
background, it meant a celebration of the glorious, vibrant colors of
the Hindu ceremony and the romance of the traditional white wedding
conducted by a civil celebrant. The traditional wedding was held in
an elaborate English garden. This was followed by high tea on the
balcony of the historic house and games of croquet in the gardens.
Then, guests were led to an elaborately-designed ganesh mandap, and
the bride arrived in a traditional sari for the Hindu ceremony that was
conducted by a pandit. The celebration continued in an elaborately
decorated marquee set for a fine, vegetarian dining experience, where
no alcohol was served and guests were entertained by a classical
Same-sex weddings not legal, but commitments made
Same-sex marriage is still not officially or legally recognized in Australia, yet strings ensemble.
many gay couples are having commitment ceremonies, followed by recepAustralia as a wedding destination
tion parties that rival the best Hollywood celebrations. Some are marrying
legally overseas and then throwing a reception in Australia. Yet all focus on The flexibility in the way that a couple can marry in Australia has
enhanced its reputation as a wedding destination. In Australia, the
personalizing each aspect of their day so it reflects their personalities and
legal requirement is that one must complete and lodge the Notice
the love they wish to attest to and share with friends and families.
of Intended Marriage with the celebrant or priest/minister at least
one month and one day prior to the wedding date. Many couples also
Mixed-culture WEDDINGS MEAN BLENDED EVENTS
In Australia, we work and socialize with people from a range of differ- have an Apostille Stamp affixed at the Department of Foreign Affairs
ent backgrounds, which means that we also meet and fall in love with so that this document can be recognized in their home country.
With Australian freedoms, friendship, and easy-going attitudes, the
our future partners who may be of a different cultural background.
Therefore, when we approach planning and styling a wedding between country is a naturally appealing destination. Individuality can shine
or couples can mix it up or be traditional—but above all, love and
two people from vastly different cultural backgrounds, we try to
marriage can be explored, designed, personalized and expressed in a
represent the couple’s unique cultures. For example, a recent wedmillion ways. ••
ding between a groom of Scottish background with a bride of Korean
descent meant the groom and groomsmen wore kilts and Scottish
A Snapshot of the Australian Wedding Industry
bagpipers escorted the bridal party after the ceremony. Then, at the
• 116,322 weddings took place in Australia in 2007.
reception venue, we set up an area for a traditional Korean tea ceremony, which took place during cocktail hour with the traditional food • 70,347 marriages were of native Australian bride and grooms.
and sweets, blessings and games. It was a wonderfully moving, and at • 11,101 marriages were of brides and grooms born in the same overseas country.
• 34,759 marriages were of brides and grooms born in different countries.
times humorous, start to the celebration. The rest of the night was
• 37% of Australian weddings were performed by ministers of religions.
spent in the Australian tradition of enjoying good food and company,
• 62.9% of Australian weddings were performed by civil celebrants.
speeches, cake cutting, and dancing until midnight.
Source: The Australian Bureau of Statistics.
15
Association of Bridal Consultants Meetings & News
Seminars
Barnes and Noble, and bookstores worldwide. In addition,
Smith received the Indianapolis Area Wedding Planner Award
Attend and earn two points for education and professional
by the Indy Channel AList for fifth year in a row.
development. For more information, or to register, visit
the seminar website listed below or follow the link on
Lisa Smith, CPWEP, Gabbi Grace Events, Harper Woods,
BridalAssn.com.
Mich., was named Detroit’s Best Wedding Planner for the
second year in a row and Detroit’s Best Event Designer
by The Wedding Industry Experts. She was also invited
For Local Networking Group meetings, please contact your to Atlanta in March by Association of Bridal Consultants
state coordinator or visit BridalAssn.com.
Georgia State Coordinator Gail Johnson, ABC™, to teach
“Who Says You Can’t Be a Show-off?” at the ABC SoutheastQuarterly Connecticut Branch Wedding Mixer
ern Regional Meeting. The session was about tooting your
Tuesday, July 9
own horn, building your portfolio, and showing off your
Location TBD
accomplishments and work.
abcconnecticut@aol.com
Shay Freeman, MBC™, Bells & Bows, Little Rock, Ark.,
held her first Church Lady Training Day at The Little Rock
Club. She and her 18 attendees talked about the role of a
Business of Brides
church lady working in tandem with a professional planner,
Sunday – Tuesday, Nov. 10-12
rehearsal efficiency, church policy needs, etiquette, hours,
West Palm Beach, Fla.
fees, and more. Future trainings are planned, and Freeman is
BusinessofBrides.com
working with churches to help them draft wedding policies.
BridalAssn.com
State Meetings
ABC Annual Conference
Achievements
June 2012 and the “Fort Lauderdale Wedding from J. Morgan
Flowers” in August 2012 and for Style Me Pretty; “Retro
Disney Wedding Inspiration” stylized shoot published in the
August 7, 2012 posting of RockNRoll Bride; “Peach Lovebirds
Wedding Inspiration” shoot published in Whimsical Wonderland Weddings on Sept. 15, 2012; “Vintage Boho Garden
Party” stylized shoot published in the Dec. 26, 2012 Floridian
Weddings; “Style Unveiled Paper-Styled Shoot Challenge”
in May for Style Unveiled. She also had photos published
in the photo galleries of Grace Ormonde’s Wedding Style
Magazine; had a Real Wedding published in Wedding Yentas
on August 14, 2012, and in FabYouBliss in November 2012;
and was interviewed for “Should I Have a Holiday Wedding”
on Sept. 18, 2012, in briderush, “Cocktails to Toast 12/12/12”
on Equally Wed, “Wedding Day Fun for Little Ones” in the
April 1 posting on She Knows Parenting; and “Great Gatsby
+ Art Deco Wedding Inspiration at Vizcaya Museum &
Gardens” in May for Style Unveiled.
Gail Johnson, ABC™, Gail Johnson Weddings & Events,
Decatur, Ga., was named Best Wedding Planner in Decatur,
and Best Wedding Planning Service in Decatur by the WedNew Events, Uxbridge, Mass., was named Best Wedding
ding Industry Expert Awards.
Planner in Massachusetts and one of the top 25 in the
United States by the Wedding Industry Experts Association.
Erin Schulte, Exclusive Events, Inc., St. Louis, was awarded
the 2013 St. Louis ISES Louie Award for Best Event Design &
Amber Quirarte completed her education at Penn
Décor, and was also awarded, as part of the Best ISES Team.
Foster and achieved associate planner status at An
Previously this year, she won the St. Louis Wedding Award
Enlightened Event.
for Best Lighting & Design, and again was part of the team
that won Wedding of the Year.
Elaine A. Barker, PWV™, Paper Potpourri, Haverhill,
Mass., was the recipient of the 2013 Liberty Bell Award
Amy VanMeter, PBC™, Amy VanMeter Events, Winpresented by the Haverhill Bar Association on May 3, in
chester, Va., is expanding its services to include corporate
recognition of Outstanding Service to the Commuevents big and small. Amy VanMeter Events offers fullnity. Barker was the founder of Haverhill’s Brightside, a
service planning, partial planning, month-of coordination,
beautification program that she observed on her First ABC
and hourly consulting services.
Conference to Louisville, Ky., in 1990. The program has
grown to have six branches—Adopt-A-Park, Haverhill Goes
Weddingstar, Inc, has added a new style feature—the
Green, Community Gardens, Neighborhood Cleanups,
Wedding Style Lookbook! Featuring products in styled
Bloomfest, and Old Cemetery Preservation. The award was
shoots from partner, Kasia of Prelude to a Kiss, the
presented by Mayor James Fiorentini.
Lookbooks offer a new way for brides and planners to get
Robyn Bruns, ABC™, Red Letter Event Planning, Coeur d wedding inspiration. Visit: weddingstar.com/lookbook.
Alene, Idaho, was named Best Wedding Planner in Idaho by
AnnaMarie Wintercorn, MBC™, Elegant Weddings
Wedding Industry Experts.
and Events, Stuart, Fla., who has sponsored the Martin
Edna Dratch-Parker, PBC™, County High School Sigma Phi for 26 years, was awarded the
Co-Club of the Year Sponsor. She is also planning a dinner
(left) EFD Creative - Event
for approximately 60 students, parents, the principal, and the
Planning & Design, Boston, won
superintendent of schools for the Martin County High School
the “Wedding of the Year”
Sigma Phi Installation of Officers for the 2013-2014 Dinner.
Award for her August 2012 Indian
Fusion Wedding by the New
England Chapter of the National
Amy Thompson Decker, of Flourish Productions, Inc.,
Association for Catering and
Events in May. Photo: Binita Patel was featured as a weight-loss success story in the May edition of the IDEA Fitness Journal. As a new mom, Thompson
Photography.
Decker found the motivation she needed to shed over 150
North Texas state coordinator
pounds and get healthy in order to be a better role model
Angela Dupont, ABC™, CPCE, for her daughter and colleagues.
was a featured panelist at the wedding planner session of
the Love Mexico seminar in Dallas, Texas, on May 8. She
Gail Johnson, ABC™, Gail Johnson Weddings & Events,
also represented the Association of Bridal Consultants at
Decatur, Ga., was interviewed for “Here Comes the Guest” in
the trade show booth.
the May 2013 issue of Ebony Magazine and for “Six Wedding
Expenses you Should Always Charge on Credit,” published
Larry James, Celebrate Intimate Weddings, Scottsdale,
on FoxBusiness.com.
Ariz., won a 2013 Wedding Industry Experts Award.
Erik Kent, co-publisher of NJWedding.com, Belle Meade,
Aviva Samuels, Kiss the Planner, Delray Beach, Fla., was
N.J., was interviewed for an article that was published in the
awarded the peer verifcation of “Expert Status” from the
May 2013 issue of PM Fine Living Magazine entitled, “Event
Wedding Industry Experts in February.
Planning: Where creativity, ingenuity and hard work meet.” Terri Altergott, PBC™, Something Borrowed Something
In the Media
Kim King Smith, ABC™, Kim King Smith Events, LLC, has
Aviva Samuels, Kiss the Planner, Delray Beach, Fla., was
been named technical editor of the newly released Wedding featured in the following stylized shoots: the “Southern
Planning for Dummies 3rd edition. It is available at Amazon,
Wedding Inspired Photo Shoot by J. Morgan Flowers” in
16
Indian Wedding 101 Workshop in
Mexico a Success
Erin Calvimontes, ABC™, Divine Celebrations, Pittsburgh,
was invited to Cancun, Mexico, in February by ABC Mexico
members Helena Rincon, Los Sueños, Mexico, & Camelu
Milan, MBC™, Diseño Nupcial, Mexico, to teach an Indian
Wedding 101 workshop. Both had attended her class in
Denver at ABC’s yearly conference in November 2012, and
thought that the class would help planners located around
Cancun. The planners got information on the proper way
to handle Indian weddings, as well as the many details of
all the events affiliated with an Indian wedding. More than
80 planners, florists, decorators, and banquet managers
attended. The workshop was a success with help from
florist and decorator Varsovia; Mayra Pacheco, who made a
mandap; a dhol player from Mexico City; Antonio Morales
Mehía, music; a local henna artist from Carolina Bellavista
Makeup; and the Moon Palace Resort.
Association of Bridal Consultants Meetings & News
and lunch, were at 741 Edgewood Events Center. The event
space was once home to a photographer and boasts several
movie set storefronts and a commercial kitchen.
Designations
The Association of Bridal Consultants congratulates
the following members who have achieved designation
March – April.
Accredited Bridal Consultant™
Maria Lugo, Maria A. Lugo, Dorado, Puerto Rico
Professional Bridal Consultant™
Raquel Higgins, Eventful, Nassau, Bahamas
Silvia Bargagni, Magnolia Wedding Planner, Firenze, Italy
Aqui Cole, Dream Weddings by Aqui, Huntsville, Ala.
Theresa McKoy, De’Fahcyi’s Occasions, Lodi, N.J.
Angela Mitchell, Love & Elegance, LLC, Los Angeles
Jacqueline Murphy, Weddings With Insight by Jackie
Murphy, Los Angeles
Lauren Ramos, Royal Engagements Wedding & Event
Planning, New Bedford, Mass.
Ashley Reed, Sweetwater Events, Nashville, Tenn.
Leanne Wrench, Love Weddings With Leanne, Yorba
Linda, Calif.
Gay Marriage Movement
Gaining Ground
The spring has been a busy one for gay marriage advocates.
At press time, three additional countries voted to legalize gay
marriage. Although there are some, like the United States,
Brazil, and Mexico, in which gay marriage is legal in certain
states, cities, or regions, the following list* contains only those
countries in which gay marriage is legal throughout:
Southeast Regional Meeting
Positioned Businesses for Success
By Gail Johnson, ABC™, Gail Johnson
Weddings & Events, Decatur, Ga.
photos by viridian images photography
The Georgia Chapter hosted its first Regional Meeting,
“Get Your Business Positioned for Success,” March 10-11, at
the Holiday Inn Dunwoody in Atlanta. Keynote speakers
were: Heather Vreeland, publisher and editor-in-chief
of Occasions Magazine, an online and print guide for Weddings, Corporate, and Social Events across Metro Atlanta;
Mark Kingsdorf , MBC™, director of Philadelphia-based
The Queen of Hearts Wedding Consultants; Dar’shun N.
Kendrick, an Atlanta attorney who focuses on business law;
and Lisa Smith, owner of Gabbi Grace Events, Harper
Woods, Mich. Dawn Cowart presented a DIY session, and
tag team duos Teras Smith-Smith and Shafonne
Meyers hosted a hands-on social media Q&A.
Swag bags were filled with Coca Cola, ABC cookies, spicy
pecans, butter toffee peanuts, and more. We had over 30 participating vendors including The Knot, Atlanta Wedding and
Occasions Magazine along with Kate Aspen Favors. Members
attended a Sandals training seminar to receive their yearly
certification. The event also included a dining experience at
Eclipse de Luna, a local restaurant known for its tapas and live
entertainment. Day two events, with an incredible breakfast
• The Netherlands, 2000
• Belgium, 2003
• Canada, 2005
• Spain, 2005
• South Africa, 2006
• Norway, 2009
• Sweden, 2009
• Iceland, 2010
• Portugal, 2010
• Argentina, 2010
• Denmark, 2012
• Uruguay, 2013
• New Zealand, 2013
• France, 2013
In the United States, Minnesota became the 12th state, along
with Washington, D.C., to legalize gay marriage. Here is the
status in the United States to-date, according to the website
FreedomToMarry.org: Connecticut, Delaware (takes effect
July 1), Iowa, Maine, Maryland, Massachusetts, Minnesota
(takes effect August 1), New Hampshire, New York, Rhode
Island (takes effect August 1), Vermont, and Washington, D.C.
The “Miss Dorothy” Heart Award
Deadline is August 15, 2013
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.” Members are
nominated by their peers and are judged by
the Miss Dorothy committee. The winner
will be announced at the Business of Brides
Conference in West Palm Beach, Fla.
The “Miss Dorothy” Scholarship
Deadline is July 31, 2013
This scholarship is for Novice members
only. It allows them to attend this year’s
ABC Business of Brides Annual Conference
in West Palm Beach, Fla. The winner will
be notified on Sept. 1, 2013, and will be
announced at the conference. The award
must be used for the 2013 conference.
Download both applications
today at BridalAssn.com.
* Source: World News on NBC News.com and “11 countries
where gay marriage is legal,” by Keith Wagstaff, posted on
http://theweek.com.
Association of Bridal Consultants Directorscode of ethics
David M. Wood III, President
Gerard J. Monaghan, Co-Founder
Eileen P. Monaghan, Co-Founder
Elayne Anderson, Director of Operations.......................................................................................................................info@BridalAssn.com
Candice Benson, MBC™, Director of Social Media..................................................................candice@thefinishingtouchevents.com
Dena Davey, Director of Marketing.................................................................................................................................. corp@BridalAssn.com
Nancy Flottmeyer, PBC™, Creative Director................................................................................................. nancy@weddingsbynancy.com
Lois Pearce, MBC™, Director of Ethnic Diversity..........................................................................................lois@beautifuloccasions.com
Annemarie Steiner, Member Services........................................................................................................................mbrsvc@BridalAssn.com
Nicole DaSilva, Member Services......................................................................................................................................mob@BridalAssn.com
ABC Office: 1.860.355.7000, fax 1.860.354.1404, BridalAssn.com,
56 Danbury Road, Ste. 11, New Milford, CT 06776.
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.
17
catering
Allergen-free Eats: Latest Trend Shows
Consideration and May Even Be Lifesaving
By Lisa Hopkins, CPCE, CMP. President of the National Association for Catering and EventS CONTRIBUTED PHOTO
the catering office through the planner, as
guests are disclosing their specific needs directly to the host and on RSVP cards. Caterers
are also being more proactive in asking allergyrelated questions. As good practice, I address
the issue of special meals several times in my
menu planning discussions with clients—during the preliminary event discussions, the
menu tasting or finalization conversation,
and finally, at the time the final guest count is
due. Another great step to take at the time of
the event is for the server to check with their
table guests to see if there are any unknown or
Trend is backed by national statistics additional requirements at the table. This “final
check” will give the culinary team as much as a
The facts speak volumes to this current trend.
20-minute lead time to prepare what’s needed
In the United States, there are:
to address the requirement.
• 15 million people with food allergies;
• 2.3 million people with celiac disease, an auto-immune disorder of the small intestine It’s about allergy
and lifestyle choices
caused by the body’s reaction to gluten;
Recently, I chatted with Kat Creech, CMP, of
• 27 million vegetarians;
Kat Creech Events in Houston, Texas, who
• and 11.2 million people who practice a is also a vegetarian, about some of her best
Kosher diet.
practices regarding special dietary requests.
Kat has also seen many clients who practice a
While there are over 125 known food allercertain dietary lifestyle/personal choice, which
gies, 90 percent are caused by the top eight
food allergens, wheat, soy, tree nuts, peanuts, can include: vegan, vegetarians who don’t eat
shellfish, fish, milk, and eggs.* Food allergies any animal or animal products, even honey;
can include side effects such as hives, wheez- flexitarian, eating less meat as a general practice; the Paleo diet, in which the diet consists
ing, and nasal congestion to anaphylaxis,
of meats, fruit, nuts, and vegetables; and more.
which can be life-threatening and require
Because of these unique needs, she asks for speemergency care.
cific examples of menu selections that follow
Clients and caterers are more proactive these guidelines. She views that question as a
There is some good news, however. Guests who very important process in hiring a caterer. In
the case of food allergies, Kat says it’s imporhave food allergies have become more forthtant to ask the caterer what packaged items
coming with specific information regarding
they use. She shared the story of a menu item
their needs. There was a time when guests
containing a packaged pesto— which typically
attending meal events would call the hotel
directly and speak to the catering staff in strict includes basil, pine nuts, or other tree nuts, and
confidence. Now, this information is reaching more ingredients—yet the menu description
Today, it’s imperative for wedding planners
and caterers to remain current with food trends
that wedding customers will ask for and buy.
One trend that’s coming into the mainstream
right now isn’t glamorous or sexy, but it’s an absolute must for planning a wedding that shows
gracious hospitality and consideration. Planners
and caterers must work together to ensure their
menu plans include an appropriate offering for
guests who require special accommodation for
food allergies, medical restrictions, lifestyle/
personal choices, or religious practices.
18
only said it included basil. The culinary team
was remiss in reading the label of the packaged
item they used in preparation. The result: a
guest who experienced an allergic reaction and
a less than enjoyable evening.
Kat and I both concur that five percent of the
total guest count is a great number for planning
vegetarian requests. She loved my suggestions
of vegetarian dishes from The Houstonian’s
menus. Dishes like:
• Grilled porcini-dusted tofu, fingerling potatoes, grilled summer squash, and steamed broccolini.
• Red and white quinoa (a gluten-free grain), summer vegetables, Swiss chard, mush-
rooms, and garlic-sherry emulsion.
• Potato-wrapped portobello mushroom, Swiss chard, artichokes, tomatoes, olives, and gnocchi.
Create a great experience for all
Both planners and caterers will see an increase
in these requests, and they should be a part of
standard offerings for events. Properly labeling
food on a station-style event is also critical. Focusing on the top eight food allergens
and noting their presence in food dishes (for
example, “contains nuts, contains wheat”) is a
wonderful way to show care for the health and
welfare of each guest. Food plays a significant
role in our everyday lives, is a large part of
our social make-up, and is a driving force in
bringing people together to celebrate. Learning
better ways to accommodate food requirements
for a great guest experience is a trend that planners and caterers should embrace and advance
together through collaborative efforts. ••
* Source: The National Association for Catering and
Events (NACE) Certified Professional in Catering and
Events (CPCE) Fast Track Companion Workbook.
© RHODES STUDIOs
business of brides
The Secrets
of Susan Southerland
By Gail Johnson, ABC™, Gail Johnson Weddings, Tucker, Ga.
Can we really have it all? It just might be possible if Susan
Southerland has anything to say about it. An entrepreneur, event planner,
author, business consultant, wife, and mother of four, Southerland, is one
of the foremost experts in the event industry today and the author of The
Susan Southerland Secret: Personality Marketing to Today’s Bride.
President of Just Events Group!, Inc., Southerland is also a regular
contributor to the Huffington Post and the national wedding expert for
Perfect Wedding Guide. Her wedding expertise is so widely recognized that
she was even given the prestigious recognition as one of only 30 wedding
planners worldwide named an “A-List Planner” by Destination Weddings
and Honeymoons Magazine. In November, she will be one of the featured
keynotes for the Association of Bridal Consultants Annual Business of
Brides Conference, Nov. 10-12, in West Palm Beach. Wedding Planner
Magazine recently caught up with her and asked her to share her secrets.
WPM: How do you find balance while running a business, conducting
interviews, and attending speaking engagements?
Southerland: It isn’t easy, but I have a very supportive family—including
my wonderful husband who works with me and takes care of the kids,
a 17-year-old daughter, 11-year-old twin boys, and baby Macy, 1. The
boys, in particular, know when the suitcases are packed. They wave me
off, and patiently wait for me to come home again.
traditional route. Entrepreneurship could be a wonderful way for them
to live their lives.
WPM: What’s the best part about your job?
Southerland: What I enjoy the most is that it’s really never the same
thing twice. I really like inspiring other entrepreneurs. Speaking has
been a wonderful fit for me. I enjoy seeing what happens when I give
advice to eager people who want to build their businesses. I also consult
with corporations. I just got done with a consulting job for Loews Hotels
to rebrand their wedding collateral and sharpen their sales techniques,
and I consult with small businesses when they want to build a wedding
and event business. It’s wonderful to give back in that way. I had so
much help along the way. There are so many people who have inspired
me, and I’m just excited to spark inspiration in other people.
WPM: What does it take to become a successful wedding professional?
Southerland: It takes excellent listening skills, tenacity, and the ability
to stick around when things are tough. Flexibility is important, so we
are not afraid to shift with the changing marketplace and try things that
are new. Overall, just being an excellent listener is the key to success in
business. Being a risk-taker doesn’t hurt, either.
WPM: How is your business using social media?
Southerland: We do a lot with social media. Some people on my staff are
WPM: Tell us about the Susan Southerland Secret.
excellent with Pinterest. It is the bane of my existence, and I don’t know
Southerland: Over the years, I’ve gotten to work with hundreds of brides why. I never caught on to it. I don’t like it. It makes me crazy. We do a
as a planner, and through my speaking engagements, thousands more.
Often, we sit and chat about things that are difficult for them, things
that are easy, what they love about wedding planning and wedding
vendors, as well as what they absolutely can’t stand and what makes
them nervous. I soon realized there were four types of purchasing and
planning personalities. That is how I developed the Susan Southerland
Secret. Based on strengths and weaknesses, those personalities fit into
certain categories. And, based on what those categories are, that is how
you successfully sell a service to them.
WPM: What are you working on now?
Southerland: I’m expanding different areas for my company. I have a lot
of speaking engagements. I’ve written a few more books for brides and
am working on my second book for the trade. Fingers crossed, I hope it
will be done when the ABC Business of Brides conference happens. It
will be on entrepreneurship, and it’s designed to inspire high school and
college students to take the road less traveled. It’s not about going the
lot with Facebook and Twitter. Honestly, I really am looking to unlock
the secret to that. There are some people who are using it really well and
others not so much. It’s important to find a balance between “sell, sell,
sell” and giving out useful, and interesting information.
WPM: How do you see the industry progressing over the next couple
of years?
Southerland: I have concerns, actually. The number of vendors continues
to grow, and the number of large weddings continues to decline or, at
least, hold steady. There is more competition, especially for the top one
percent of weddings. Everyone shouldn’t be competing for that top
percent. If you start shooting down the middle, which is 40 percent
of the weddings that take place, there is a much bigger marketplace.
Technology has also taken a big bite out of business for us. It is cheaper
to get into the business than it has ever been before, whether you are a
photographer, videographer, wedding planner, or DJ. It is really more
important than ever to establish ourselves as experts. ••
19
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master profile
Master bridal consultant™
carmen mesa, mbc™
© Jeff kolodny
Carmen Mesa Weddings and Events, Inc., CarmenMesaEvents.com, Fort Lauderdale, Fla.
Employees: Owner-operated with independent contractors
Revenue Breakdown: 50% full-service coordination, 30% partial/day-of coordination,
20% floral and event design
Contact: 954-649-7441, Carmen@CarmentMesaEvents.com, Facebook, Twitter, LinkedIn, Pinterest
L-R: A South Beach wedding at the Ritz Carlton; this Jewish wedding was held at The National Hotel Miami; a North Carolina couple at their destination wedding in Fort Lauderdale, Fla.; a bride
at the historic Vizcaya mansion in Miami.
Family: My husband, Gabe, and I have been
married for 32 years. We have two sons, Peter,
25, and Daniel, 22.
Education: I have an associate’s degree in
business administration from Berkeley College
in New York City and have taken courses in
floral and interior design.
Getting Started: My event industry
experience began in the 1980s in Manhattan. While working as the assistant to a
company president, I was asked to help plan
an annual corporate event for 500 international attendees. That continued for five
years. I traveled all over the country, scouting locations and planning the events and
activities for attendees and their spouses. I
was hooked! I started planning social events
for family and friends. When we moved to
Florida 21 years ago, I took some time off to
raise my boys and then opened an interior
design studio in the late 1990s. My clients
began asking me to help them design and
plan their social events, so I opened my
event planning company in 2000.
Goals: A personal goal is to make and take
more time for myself. Business-wise, I plan to
redo my website, continue to grow ABC South
Florida and Caribbean membership, all while
planning the 2013 Annual Conference!
On the ABC: I have been a proud member of
ABC for seven years. I value the educational
opportunities; the professionalism and code
of ethics expected of the members; the many
benefits, such as being a Certified Sandals
Specialist; but, most importantly, the relationships and true friendships I have made.
On Achieving MBC™ Status: I am proud
and honored to have received my MBC™ this
past year at the Association of Bridal Consultants Annual Conference in Denver. It is truly
humbling to be a part of such an outstanding
group of wedding and event professionals and a
special privilege to be able to call many of these
distinguished Masters “friend.”
Other Memberships: I am a member of the
International Special Events Society (ISES)
and currently hold the position of director of
programs and education for our local chapter. I
am also a member of the National Association
of Wedding Professionals (NAWP).
Mentors: Throughout my life, there have
been many people who have provided me with
guidance and inspiration. My husband is a
daily inspiration and example of strength and
determination. I’d like to thank Tammy Waterman, MBC™, and Elise Enloe, MBC™, for their
continued support, faith, and trust—and that
little “extra push” when I need it.
Industry Influencers: The Internet and
social media.
Inspiration: Everything inspires me. Books,
TV, design magazines, coming back from annual conference, speaking with other members
from around the country and the world, but
more importantly, my clients and wanting to
do everything possible to fulfill their wishes.
Marketing Strategy: Building relationships
among other industry professionals is key. I also
pride myself on giving clients the best service
and most personal touch I am capable of, and
that leads to referrals. This year, I plan to focus
more on building up my social media presence.
On Staying Fresh: I attend other event
industry conferences; subscribe to online
webinars; and read, read, read.
Ideal Client: I only take on a client I will
enjoy working with and who has a vision for
her wedding but is also willing to take advice
and recommendations while trusting that I
will do my job. I enjoy clients who are fun,
have a sense of humor, and are looking for
something different—not just a wedding
in a ballroom.
Reading Now: The Power of Focus by Jack
Canfield, Mark Victor Hansen, and Les Hewitt
and The Vujá dé Moment by Simon T. Bailey.
Favorite TV Show: My favorite TV show of
all time is I Love Lucy. This past Christmas, my
husband bought me the entire collection of
episodes!
Hobbies: In my free time, I read, catch up on
General Hospital episodes that I’ve recorded,
and spend time with my family.
Words of Wisdom: The best advice I can
give is to make friends among your industry
peers. Always think cooperation, not competition. Also, continually educate yourself because
you’ll never know it all!
On Giving Back: I am involved in the local
chapters of wedding and event industry associations and enjoy mentoring new planners. ••
21
business basics
Unlocking the Unlimited Potential of Co-Marketing
By Chris Evans, author, speaker, consultant, Moorpark, Calif. Contributed image
Marketing for your wedding and event
business is constantly evolving, which means
those of us in this industry have to learn a lot
of new strategies, tactics, and terminology, all
of the time. One of those words you’ve probably
heard is “co-marketing,” which is different from
“co-branding.” Regardless of what you’ve heard,
co-marketing is just a form of relationship
marketing that can be used in many ways to
enhance your business.
are doubled! Think about the benefits you get
from promoting a piece of content or a new
product or event. Now, think about the benefits
you would get if two companies promoted
it through all the levels of connections that
everyone has. The bonus is that, through
co-marketing, you’re able to reach a brand new
audience—one you may not have been able to
connect with and engage with on your own.
which have different audiences. After, you
notice a bump in your social reach, because a
whole new audience has gained access to your
brand from these videos and their promotion
from your co-marketing partner. And that partner sees the same success. Isn’t that wonderful?
How else can you co-market?
Other ideas may include your social media
co-marketing, which can include several levels
Co-marketing produces
of outreach, with your products and services
collaborative results
Co-marketing vs. co-branding
targeted specifically toward brides. By mentioning
Take this example into consideration. Say you’re your co-partner’s products or services in status
Companies have been co-branding for years.
a wedding jewelry company in Los Angeles.
Nike partnered up with Apple to create the
updates and tweets, brides who are actively
ultimate work-out and music experience. Her- You’ve created beautiful videos that showcase
interested in your brand will be exposed to your
your beautiful pieces, and you promote them
shey’s partnered with Betty Crocker to create
partner company and then back at you.
the chocolatiest brownie ever. These companies to brides online in the hopes that they’ll start
combined their products together to create an following you on social media, subscribe to
Email campaigns help with follow up and
your blog, and that type of thing. You know
even more valuable product.
follow through. As a wedding professional, it
of a company, also in Los Angeles, that offers
is imperative that you have a follow-up and
wedding coordination. Wouldn’t it be interest- follow-through system in place so that when
Co-marketing is slightly different. It’s the
ing if you made a video together talking about you reach out via emails, you have steps in
opportunity for two brands to work together
designing weddings and, potentially, showing
on promotional efforts with a co-branded offer.
place to be effective. Both partners should work
bridal jewelry on the coordinator’s current
In a co-marketing partnership, both companies
together to craft the right message to validate
promote a piece of content or a product, and share brides? You both get together and create a
the new co-marketing idea to your existing
video, talking about your love of weddings
the results of that promotion with each other.
leads list base, which in turn helps establish
and how the bride would benefit from both of your brand with potential brides-to-be.
you. Next, both companies promote this video
Why would you want to do this type of
marketing? First of all, your marketing efforts through their social media channels, both of
Event sponsorship is also a great idea. Sponsoring an event, dinner, or party at a conference
can help attract more contacts than if done by
one company alone. Co-marketing at this event
opens so many topics for discussion and sales
leads that you wouldn’t have on your own.
Chris Evans is owner of Evans Sales Solutions, LLC, a solutions-based, resultdriven sales and marketing concierge company. A nationally known author,
Remember, networking outreach is a great way
public speaker, business sales trainer, and consultant, Evans also provides
to learn who in this industry would be a great
support at Bridal Business Boot Camps™ and in conferences & workshops
"co-marketer," for you and your business. It’s
internationally.
important to keep selling your brand in all
that you do. It opens up a bright new day with
unlimited possibilities! ••
22
Tackle Your Toughest Questions
Q
A
“What is the best way to increase my exposure for doing more
destination weddings? Do you think becoming a travel agent
would help?”
- Keisha Scott, PBC™, Infinite Bliss Events, LLC, Greensboro, N.C.
“Promote your city as a destination in other markets. Many
couples are actually coming to big cities, such as Chicago, for
a more urban wedding, rather something more rural, like where
they are from.”
- Frank Andonoplas, MBC™, Frank Event Design/Frank, Chicago
“Network with other destination wedding professionals and send them samples of
your work—by mail and Facebook posts...Attending Business of Brides has led to a
lot of great contacts...I’ve also made some great contacts attending FAMinar trips,
which are organized by tourism boards and hotels to promote their properties.
Destination wedding professionals attend to learn more about the properties they
want to sell. With around one out of every six U.S. couples having a destination
wedding, there are plenty of clients needing expert bridal consulting.”
- John Goolsby, Godfather Films, Riverside, Calif.
Q
A
“I’m looking into getting started with my own wedding consulting
business. My town is small, and I’m a little worried about getting
clients and being busy enough to stay open. What are some
pointers and tips you can give me to have a successful business?”
– Ashley Vig, Dawson Creek, B.C., Canada
“I started by giving my first event as a present. I did not charge
for it. For my second event, I charged only the minimum. I made
sure to give the best of myself and go the extra mile. Both brides recommended
me. My fourth bride was a well-known actress in Argentina. I told her I would
charge her only for transportation, and the only thing I asked, if she was happy
with the result, was that she speak about her experience in the media. She spoke
so well that I had 16 brides calling in two weeks! That made all the difference!”
- Barbara Diez, ABC™, Barbara Diez Events, Buenos Aires, Argentina
“Don’t quit your day job! At least not until you have built up your business enough
to support you. You may have to work a lot of hours. Soon, you will either get efficient or discover that maybe you don’t really want to be in business for yourself...
Finding the right advertising and getting work is different for every location, and
every business. It will take some trial and error to find what works for you. Typically, your fees are lower when starting off, and it may take some time to establish
yourself as a credible business. Find a mentor. Offer to help them—your time and
labor for their knowledge. Most of all, you must have rock-solid determination and
faith that your business will succeed.”
- Ed Griffin, MWV™, The Wedding DJs/Hardcastle Entertainment, Inc., Renton, Wash.
“It might be helpful to look into attending the Wedding MBA Conference in
October in Las Vegas. This conference focuses on the business side of the Wedding
Industry. I’ve learned so much from attending this. It’s very inexpensive, but be
prepared. It’s all business! No fluff.”
Ask Our Experts!
Is there a situation that’s been puzzling you? Do you want answers? Email your wedding industry questions to editor@weddingplannermag.com. Be sure to put “Ask
the Experts” in the subject line and include your full name, designation(s), business
name, and its city and state. Questions are answered by our Advisory Board.
Q
“Some of my vendors have added event-planning services to
their business cards. If a vendor is providing services at an event
that has been completely booked, planned, and coordinated
by my company, is it ethical for me to request that they not
distribute their business cards at the event?”
- Elizabeth McSwain, McSwain Events Rancho Cucamonga, Calif.
A
“I never allow vendors to put out cards. Not advertising at a wedding should be reason enough. I think it’s so tacky. If a guest wants
to know who did the flowers or who was the photographer, they
will ask me or the couple.”
Q
“Are there good companies out there that specialize in websites
for wedding professionals?
- Anonymous
ask the e x perts
Industry Experts
“I don’t really understand consultants who hire vendors that actively seek to replace them. Any vendor that has added planning services would instantly go to the
bottom of my referral list. I feel that when they add planning services, they either
don’t respect you or feel that they can do a better job than you. Most planners I
work with are happy to announce to their clients what person or company they
have referred or hired on the couple’s behalf. Most importantly for everyone, is that
the event goes very well.”
A
“A competent web designer should be able to design a site for
anyone. Mine had never done anything wedding related. They
researched, and most importantly, listened when I told them my
priorities and what I wanted to convey to prospective clients.
They did quite well on their first showing. I just did minor tweaks.
I am very happy with it and the response I get. This is so vital in
marketing nowadays. Make sure it reflects you and your company.”
“Finding a good web designer has always seemed hard. So many can design
websites. So few are creative and reliable. Keep looking at who is advertising in
Wedding Planner Magazine. I haven’t noticed one lately, but they have advertised
in the past. If they are in Wedding Planner Magazine, they clearly want to specialize in weddings.”
Q
A
“I’m seeing more and more brides who can’t make up their
minds, even on the wedding date! The contract specifies one
date, and she wants to change it. We do an addendum, and then
she changes again. I’m spending more time than I included just
notifying vendors. Would you put a clause for a ‘change order’ in
the contract?”
- Lynn H. Wheatley, Lasting Impressions of Tulsa, LLC, Tulsa, Okla.
“You need to give them a specific deadline. Also, spell out the
consequences of what happens or how much extra money it will
cost them when they don’t adhere to the deadlines you, as their
consultant, have outlined.”
“You should most certainly add a ‘change order’ to your contract. There is always a
cost to changes. Spell out in detail that changes reduce time and energy spent on
other aspects of their wedding and that changes can alter the original goods and
services contracted from their vendors.”
- LaToya Parnell, PBC™, Something Blue Weddings, Washington, D.C.
“I have only ever had two weddings that changed their date. Both weddings ended
up being called off. I suggest a charge, for notifying vendors and such, to go along
with the date addendum change.”
23
A B C member insight
By Meghan Ely, OFD Consulting, Richmond, Va. PHOTOS L-R: K. LINDMEIER PHOTOGRAPHY, stephanie YOUNCE
The difference is in the inventory
So what is the biggest difference between a traditional rental company
and the emerging eclectic company? In short, it’s limited inventory.
Instead of a warehouse full of five-foot rounds, eclectic rental sites
have limited stock because many are vintage products. Planners
With the advent of Pinterest and the continued popularity of wedding
must be aware that any particularly distinct “must haves” need to be
blogs and inspiration shoots, however, a new niche service is emerging
reserved well in advance. As Bigsby advises, “One key tip is to reserve
and quickly catching the eye of design-savvy brides and their wedding
as early as possible to secure the items you want. This gives you the
planners. Unique rental companies are on the rise, boasting a variety of chance to settle the details of the wedding and have first pick of oneeclectic pieces from vintage couches and antique books to bistro lighting of-a-kind pieces.”
and funky cake pedestals.
Companies of this nature are also constantly on the lookout for new adEye-catching pieces enhance day and impress guests
ditions; so wedding planners are encouraged to put in request for items,
“The response has been remarkable,” says Lane’ Bigsby, owner of the
even if they are not currently listed as part of the company’s inventory.
Portland-based, eco-event and vintage rental company Something Bor“We are always in the midst of sourcing new inventory and for all you
rowed. “We hear from couples that say their guests were in awe with so
know, the perfect piece you’re looking for may be sitting in the back of
many personal and unique touches incorporated into their wedding décor.” my truck as we speak,” says Montgomery.
Wedding planners from every corner of the industry understand
the inevitable “rentals drill” involved when a bride books their services:
confirming the venue, estimating the guest count, and proceeding with
the booking of tables, chairs, and linens to complete the look.
And while the reaction has continued to be positive, there is an uphill
battle involving the inevitable learning curve when a new service is introduced to a sea of brides. “This is a typical challenge for any new type
of industry,” says Morgan Montgomery, co-owner of Paisley & Jade,
located in Richmond, Va. “We dedicate a great deal of time to educating
our clients, explaining that it’s not just the cost of purchasing an item
that you want to use at your wedding, it’s the time and energy spent
sourcing it, restoring it, moving it, setting it up, and breaking it down.”
The relationship between wedding planners and unique rental companies
are consistent with that of any two wedding professionals collaborating on
the big day. Planners can expect to continue to be the driving, innovative
force behind the overall wedding day vision, but are also welcome to lean
on their rental counterparts for design tips and general inspiration if they
choose. “We know our inventory best, and we love to play an active role in
helping you reach your clients' goals and visions,” says Bigsby.
Meghan Ely is the owner of the wedding marketing and
PR firm OFD Consulting, based in Richmond, Va. She is a
frequent contributor to industry magazines and blogs, a
highly sought after speaker, and a proud member of the
Association of Bridal Consultants.
24
Trend-watching is key to effective use of rentals
Planners should also stay up-to-date as to the number of wedding
trends on the rise, including comfortable reception seating areas, largescale installations (think DIY looks executed by the experts), and unique
lighting options taking center stage in 2013 and beyond. Vintage pieces
continue to be prevalent, but continue evolving from their previous
season pairing of burlap and rustic accents.
Montgomery is particularly fond of the mismatched look. “We love
weddings that take on a variety of styles that encompass the same
elements but are pulled together in a slightly different way,” he says.
“Visually, it’s far more interesting than the exact same thing repeating itself throughout an event.” Bigsby adds that antique canning
jars, suitcases, and cake pedestals continue to be highly sought after
pieces in their inventory. “Additionally, we have a pair of sweetheart
chairs with button-tufted details and heart shaped backs that
everyone loves,” she adds.
Most importantly, the bride’s desire to personalize her wedding day
from start to finish will continue to serve as the catalyst in designing the wedding of her dreams. And with the addition of unique and
eclectic rental services to the marketplace, wedding planners are all but
guaranteed the opportunity to do just that. ••
feature
Exit Strategies: Valuing Your Business for $ale
By Angela Dupont, ABC, CPCE, Dupont Events, Fort Worth, Texas
We can’t live forever. There will come a time when you have to
leave your business for one reason or another. After all the hard work
you’ve put into growing your business, brand, and reputation, it would
be a shame to see it simply end when you hang up that “closed” sign for
the last time. The logical step is to find the right owner and sell your
business, your legacy.
Business valuation methods
The first step in selling your business is to determine what it’s worth.
Although business valuation is an inexact science, there are numerous
acceptable ways to place value on your business that depend on your
industry, market size, and the current economic demands for your
product or service.
One method is asset-based valuation, which adds the value of both
tangible and intangible assets to come up with your total overall value.
It’s simple enough, though it is commonly used for businesses that are
failing and being liquidated, since it does not take into account future
earnings and growth.
The earnings multiplier method takes into account historical growth and
future expected earnings. This method finds the net present value of future
expected earnings and then uses a multiplier to come up with the value.
The multiplier can range from one times future earnings to over 10 times
future earnings, depending on your market. If you are able to find a similar
business in your market that has sold and used this method, you can get an
idea for what multiplier value will be appropriate for your business.
• Future business—Are there clients that come back year after year, or for their next child’s wedding? The guarantee of future business can be calculated into a present value.
• Methods of operation—Do you have special software or other methods you’ve developed to run your business effectively?
When your successor steps in to take over and is able to do so
seamlessly because of these methods, that has value as well.
Other facts that affect price
A potential buyer will look at the ease of transition as one factor in what
your business is worth. They’ll also look at how anxious you are to sell. If
you’re in a pinch, and they know it, don’t expect to get top dollar. What
is the state of the wedding industry in your market? Is there enough
business to go around or is competition tough? Do you have a strong list
of repeat clients that can give your buyer peace of mind?
It’s not all about you
As entrepreneurs, we’ve put our hearts and souls into our businesses
and our clients. I know I have. When you’ve decided to sell, valuing
your business can become quite a sensitive subject. The bottom line
in determining a selling price for your business is that it is only worth
what someone else will pay for it. Detach yourself. Do the research.
Keep excellent financial records. And hire an astounding accountant and
lawyer. By preparing now for an imminent sale, you can maximize your
value to future buyers and ensure a lasting legacy. ••
Valuing the invaluable
Pulling together values for your tangible assets is simple enough. Office
equipment, your emergency kit, printed goods—they all had a cost or
have a replacement cost that you can estimate. It’s the intangibles that
are tricky. What is your brand worth? Apple’s brand value in 2012 was
estimated at nearly $183 billion, according to Brandz™ top 100 Most
Valuable Global Brands of 2012 list (millwardbrown.com/brandz). How
is brand equity determined for global organizations such as this, and
can our small businesses glean some clue as to how to value our own
brands? Brand equity is a value assigned by having a better-known
brand name or logo than that of a similar product. Apple computers are
going to sell better than an unknown computer brand that makes the
exact same product, even if that product is superior.
The value is determined by profit margins, consumer recognition,
and perception of the product(s) or company, changing market share,
and other relevant information. Is your brand recognizable in your
market? Do your vendors trust and enjoy working with your company?
Although it could be due to personal relationships, it may also mean
that your brand has value and a dollar amount should be tied to that
in a potential sale.
There are numerous other intangible assets to consider. Among them are:
• Your website and blog—The design and amount of traffic to the site are important components of your brand recognition.
• Publicity—Are you often hit up for quotes in local magazines
regarding weddings? Chances are that they find you because of
your brand.
• Reputation—You’ve built relationships with vendors, clients, and your community. Their trust in you and your business has value.
25
P uerto R ico
Real Wedding
ABC Member Planner: Sari L. Skalnik, ABC™,
Tropical Weddings, tropicalweddings@yahoo.com,
tropicalweddingspr.com.
Photographer: Alex David Studio
Non-Member Businesses: Hacienda Siesta Alegre
(venue), Gran Melia (accommodations), Pastor Cory
Casterton (officiant), Chef Marisoll (catering), Gray
Line Charter Coach (transportation), Big J Music
Services (DJ), Ramon Saldana (band), D.an Sherbansco (ceremony/cocktail music), Caridad Vidro
(hair/make-up), EOS Event Designers, Caribbean
Trading Company (favors), NDF Films (videography),
Nidia Rodriguez (cake).
Couple: Lauren Lehew and Nicholas Carr live in
Bonita Springs, Fla. They chose Puerto Rico based
on a friend’s recommendation. With beautiful
weather, beaches, great food, culture, friendly
people, and an amazing rainforest backdrop that
were all a short trip from the airport, they thought
the Hacienda Siesta Alegre would be the perfect
location for their wedding.
Wedding Date: June 23, 2012.
Color Palette: Deep burgundy/maroon and gold.
Guest Count: 60.
Budget: $20,000 (including all activities related to
the wedding day).
Most Unique Design Element: The most unique
design element was in keeping the rustic feel but
bringing in soft elegance.
Biggest challenge: The biggest challenge had
nothing to do with the wedding. Simultaneously, we
had another wedding going on at a different property with the bride running very late. We also had a
guest from a Thursday night wedding in the hospital.
So, while running this wedding, I was also talking
with my husband (the coordinator for the other
Saturday wedding) and the parents of the groom
from Thursday night, because I had to move them
from hotel to hotel since it was a holiday weekend.
They needed to be closer to the hospital where their
aunt was now scheduled to have surgery.
Hindsight: We would have not changed a thing.
The teamwork at this event was flawless. Most of
the team is used to working together so everyone
knows what needs to be done and when. We have
a lot of respect for each other.
Learning: Having the right team of wedding
professionals is the key to a perfect event. ••
27
education
Let’s Talk Education:
ABC’s Seminar Series Four, Five, and Six
By Elise Enloe, MBC™, Attention to Details Weddings and Events in Oviedo and Orlando, Fla
Most members are aware of the Association
of Bridal Consultants’ (ABC) Business of Brides
Annual Conference held each November,
which includes general sessions with featured
speakers, breakout seminars, a trade show,
off-site dinners, and time with experts. Yet,
the ABC offers a full menu of other educational
opportunities throughout the year, so there’s
truly something for everyone.
etiquette and customer-service skills for all
wedding professionals. Facilitated by Master
Bridal Consultant™ and Etiquette Consultant Sandra Monahan, this “revival” blends
presentation skills, business lunch etiquette,
and networking techniques to increase your
business through hands-on practicum in
persuasive presentations, networking skills,
and business dining etiquette.
For these seminars, formerly known as
Expanding Horizons, the ABC has a cadre
of select senior Master Bridal Consultants™
who facilitate. The association consistently
gets positive feedback for these events that
provide small group interaction, skill-based
activities, open sharing of experience among
attendees, and plenty of time for questions
and answers. All seminars include a workbook
with additional reading and references,
checklists and samples, and a networking
lunch. All ABC one-day seminars earn two
points in Education and Professional Development for advancement. The fourth, fifth, and
sixth seminars in ABC’s Education Series
target specialized wedding topics and skills for
established wedding professionals. Let’s take a
look at these:
Series Five—Building and Remodeling
Your Bridal Business
This seminar is targeted for those who have
their business started but now want to take
their business to the next level. Building
and Remodeling Bridal Business, focuses on
branding, specialization, other events, add-on
sales, apprenticeships, hiring and firing, media
relations, website enhancement, current
software and technological advances, and
ethical challenges that are encountered in an
established, growing business. This seminar is
best suited for regional meetings with gatherings of members at varying levels of expertise.
Attendees will learn to:
• update and refresh a business plan.
• discuss business growth and development opportunities.
• select current event management tools and technology.
• describe basic human resources management concepts.
• review and revise a job description.
• respond to customer complaints and
ethical issues.
Series Four—Networking
and Etiquette Revival
Rules of etiquette may have relaxed, but saying and doing the right things are still crucial
skills for the dynamic wedding industry.
Etiquette skills, like many other skills, need
an occasional refresher. So, this seminar is
for the novice, service provider (vendor),
and seasoned wedding professional. This
one-day seminar covers wedding and business
28
Series Six—Taking it to the Top
The most dynamic and eclectic of ABC’s
seminars, Taking it to the Top, is customized
for Professional Bridal Consultants™, Professional Wedding Vendors™, Accredited Bridal
Consultants™, Accredited Wedding Vendors™,
Master Bridal Consultants™, Master Wedding
Vendors™, and tenured members over 10
years. Facilitated by successful senior wedding professionals, specialized wedding and
business topics may include teaching, speaking,
presenting, leading, writing, getting published,
applying and competing for industry awards,
and understanding current social media and
technology. With totally customized topics and
content, it’s never the same twice. Attendance
is targeted to the above senior members;
however, anyone can attend.
How Do You Schedule an ABC Seminar
in Your Area?
If you’d like a seminar in your area, be sure to ask
your state coordinator to bring it to your state.
ABC seminars are held in conjunction with state
or regional meetings whenever possible. If you
help us plan and market an ABC seminar in your
area, your registration will be complimentary.
The ABC is currently scheduling seminars for fall
2013 and the beginning of 2014.
FAQs
Q. Can these seminars be developed online?
A. It’s hard to replicate the hands-on,
skill-based activities in an online session,
especially for full-day seminars. We have, and
are continuing to develop, portions of some
select seminars for stand-alone online training.
For example, Just-in-Time Human Resource
Management is a brief, stand-alone mini-course
that highlights hiring and firing excerpted from
the Building and Remodeling Bridal Business.
This portion will be introduced online shortly. ••
industry best practices
What’s in
YOUR Emergency Kit?
“Besides the usual, we keep a tiny, airlinestyle bottle of peppermint schnapps. A
soloist told us about this one time. It calms
you down and gives you fresh breath. It has
worked on several very nervous brides at
the last minute!”
- Holly Lynch, PBC™, The Season, Rome, Ga.
“Many planners don’t know nor expect
photographers to carry emergency kits,
but I always do! Not just the photo-related
emergency items like back-up cameras,
lights, batteries, lenses, etc. but also things
like a sewing kit, a pocket knife or two with
a variety of tools, tape, gum, sunscreen,
snacks, water, flashlights.”
“What isn’t in my emergency kit? Did a
- Joel Eckman Maus, Studio EMP
wedding on the weekend, and they didn’t
Photography, Orange County, Fla.
provide me with the right cords for their
slideshow. I am now the proud owner of an “I keep plastic earring backs in my emers-video cable.”
gency kit at all times. They are inexpensive
-Holly Carney, Holly Matrimony and make great stoppers for boutonnières
Weddings, Toronto, Ontario, Canada
pins—no more pin pricks.”
“It’s not just what is in our kit but how
quickly we can get to them. Our favorite
tip is a pencil pouch in the back of our
three-ring binder. Behind the timelines, supply lists, and contracts is our little pouch
loaded with the items most often needed.” - Elisa MacKenzie, CSEP, MBC™, Elegant Events, Covington, Ky.
“Ever have the officiant get stuck in traffic
or just plain not show up? I have a ceremony notebook with several different types of
wedding ceremonies in my emergency kit.”
- Yehudit Steinberg, ABC™, Sacred Events,
Northern California and Orlando - Gail Johnson, ABC™, Gail Johnson Weddings & Events, Decatur, Ga.
“I purchase travel-sized personal items
for easy discarding immediately after the
wedding to avoid contamination. Strategic
packing and organization of these items has
everything at your fingertips when needed.
Using Ziploc® plastic bags in various sizes
keeps everything neat, and handy totes and
scrapbooking sorters are a great way to
carry all the necessaries.”
- Sandee Monahan, MBC™, Weddings Without Worries, Wexford, Pa.
“Moleskin, sandpaper for the bottom of
shoes, bug repellent, iPhone charger, and
much, much more.”
“My bride was devastated when she
realized she forgot her garter. She really
wanted to do the bouquet toss/garter
throw tradition. She thought I was the
bomb when I produced a spare garter!”
- Trina Schmidt, Trina Schmidt Weddings & Events, Anaheim, Calif.
- Lynn D’Ascanio, D’asigner Events,
Marathon, Fla.
- Lynda Barness, I DO Wedding Consulting,
Philadelphia
- Stephanie L. Hassan, PBC™, Table7 Events,
Inc., Fullerton, Calif.
Photo courtesy of: Michelle Johnstone Clark,
Waterlily Weddings.
“I remember a bride had sent her dress
to be pressed on arriving in Ireland and
the snap buttons melted in the process.
We needed invisible thread and a needle
urgently, and I was never so grateful for
my emergency kit. After that, I created the
Waterlily Weddings Emergency Kit, and I
send one to my brides the month before
they leave for Ireland.” (above)
- Michelle Johnstone Clark, Waterlily Weddings, Odenton, Md.
“My emergency kit has grown over my
20 years of being a wedding consultant.
Many items have been added throughout
my experience and upon request. The
memorable ones are deodorant, condoms,
birthday candles.”
- Frank J. Andonoplas, MBC™, Frank Event Design/Frank, Chicago
“I have makeup samples in case the bride or
one of her ladies needs a touch-up! “
- Ana Skidmore, ABC™, TwoFoot Creative,
Dexter, Mich.
“My emergency kit contains a taggit gun
and sparkly broaches. With a taggit gun,
“I include heavy duty, double-sided tape in “My entire car’s trunk is my kit. In it, I have a you can pull up a broken bustle and attach
my emergency kit. It’s about a ½-inch thick battery-powered and wireless sound system, it quickly and easily to the skirt of the
and works wonders. One of my former
patch cords, extension cords, microphones, dress, covering the taggits with beautiful
broaches.”
groom’s shoes came apart an hour before
extra sand-ceremony bottles and colored
- Jane Skarosi MBC, MWV, Weddings...by Jane the ceremony, and he was so grateful that
sand, a multipurpose tool kit, unity candle
and Bridal Concierge Services,
he was able to walk down the aisle with
stands and extra candles, ring bags and
Naperville, Ill.
shoes on.”
boxes, Hawaiian leis for beach weddings,
- Keisha Scott, PBC™, Infinite Bliss Events,
lasso and coins and an extra veil for Hispanic
“The usual stuff, plus, black socks, two
LLC, Greensboro, N.C.
and Philipino ceremonies, a tallit and kipstrings of pearls, fake rings, club soda for
pot for Jewish weddings, and a first-aid kit
stains, a CD with wedding style music, col“My emergency kit makes me laugh! I have with sunscreen, lotion, and Advil.”
oring book and washable crayons/markers
all kinds of things in it, including every
- Alan Katz, Great Officiants,
for little ones to entertain themselves, but I
kind of tape you can think of: Scotch tape, Long Beach, Calif.
always find I need something I don’t have.”
double-sided tape, fashion tape, duct tape,
- Teddy Lenderman, MBC™, Bearable Wedcaution tape, and floral tape; glue gun;
“Most weddings I coordinate take place
dings & Special Events, LLC, Terre Haute, Ind.
steamer; chalk and stain removal—and a
outdoors, so I am equipped with unique
thong. I have been asked for a thong twice. items: veil weights for windy days; natural
“Without a doubt, I recommend the
I didn’t have one the first time, but now I
remedies for insects; bubbles to keep the
do. There is a company that makes them for kiddos entertained; and a protective sunhat Madame Paulette stain removal kit for any
bride on her special day.”
emergencies and sells them in a little tin.”
and sunscreen for setup.”
- Tammy Cunningham, PBC™, Sincerely Yours Events, Inc., Sayville, N.Y.
29
You are a professional.
passionate about creating
the ultimate event for
Your guests. no detail is
overlooked. ever.
Welcome to the onlY
association for people
like You.
Welcome, to nace.
visit www.nace.net and
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...At the NAtioNAl AssociAtioN
for cAteriNg ANd eveNts
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400 Main Street
La Crosse, WI 54601
ADDRESS SERVICE REQUESTED
New in 2013!
THEMES & DREAMS™
It’s easy to partner with us.
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