8 - Wedding Planner Magazine

Transcription

A publication inspired by the
Association of Bridal Consultants
November/December 2015 Volume 5 Issue 5
the publication for wedding planners, professionals, and designers
8 Design Trends
19 One-on-One with David Tutera
20 Five Ways to Handle Losing a Sale
25 Shared Office Space
26 The Road to Self-Publishing
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Table of Contents
8
29
Inspiration Is Everywhere! Top Trends from
International Wedding Pros.......................................................................................8
Wedding professionals from Argentina, Canada, Italy, and the United
States share their sources of inspiration and their take on the wedding
styles and trends to watch for in 2016.
as top weddings of 2015 based on Wedding Planner Magazine reader
submissions. These weddings cover the range from lush and fantastical
to cultural to summer camp style!
The Accidental Planner—Wedding & Branding Guru David Tutera......... 19
Industry professionals know the celebrity of reality TV star and wedding industry legend David Tutera, but did you know how he became a
planner and what he has to say about growing your business? Find the
answers to these questions and more in our exclusive interview.
International: Weddings Out of Africa—South Africa That Is!.................29
Looking for a unique experience for your clients’ destination wedding?
South Africa offers a variety of scenic experiences—scenic with worldclass wineries to bush and safari experiences.
Industry Best Practices...............................................................................................30
How do you use Instagram to build your business?
A Recipe for Successfully Working with Other Event Professionals......24
Goodness knows there are many “cooks in the kitchen” when it comes
to the many individuals involved in producing a wedding. So what is the
recipe for successfully working together? Discover the three ingredients
in this article.
COLUMNS
Business Basics: You Win Some, You Lose Some
5 Ways to Handle Losing a Sale............................................................................. 20
Business consultant and professional speaker Alan Berg explores how to
gracefully lose—and improve while doing so.
The Road to Self-Publishing.....................................................................................26
Ever see a book and think, “I should do that?” According to author and
wedding planner Lynda Barness, MWP™, it’s never too late to get started.
Learn from her experiences in this informative piece—and sign up to win
a copy of her book, I Do: A Wedding Planner Tells Tales.
Master Profile: Frank J. Andonoplas, MWP™........................................................21
Some Things Are Here to Stay—How to Marry DIY and Professional
Wedding Services.........................................................................................................28
Is Do-It-Yourself here to stay? It’s begun to look that way, and if that’s
the case, how do wedding professionals adjust and adapt? Learn how to
embrace the DIY trend and make it work for you.
ABC Member Insight: Lisa Marie Blinn, PWP™...................................................25
Are two better than one? Explore the benefits of shared space with Lisa
Marie Blinn, PWP™, who discusses her and John Goolsby’s experience
finding and sharing a New York office.
DEPARTMENTS
2015 Best Real Weddings............................................................................................12
Weddings from Argentina, Mexico, and the United States were chosen
Ask the Experts..............................................................................................................22
Wedding Planner Magazine readers pose their pressing, industry-related
questions, and members of our advisory group have the answers.
IN EVERY ISSUE
Contributors.....................................................................................................................6
ABC President/Publisher/Editor Letter............................................................... 7
ABC Meetings & News.................................................................................................17
WEDDING PLANNER MAGAZINE
5
CONTRIBUTORS
A publication inspired by
the
1 Issue 2
May/June 2011 Volume
Lynda Barness, MWP™, is the founder of I DO Wedding
Consulting. Her weddings have appeared in Martha Stewart
Weddings, The Knot Magazine, Philadelphia Wedding
Magazine, Brides Philadelphia, Wedding Planner Magazine,
and New Jersey Bride. She is the author of I Do: A Wedding
Planner Tells Tales.
Shereé Bochenek is creative director at Après Party and
Tent Rental. She is responsible for product, design, and
maintaining the Après brand. She is an expert in the world
of special events as related to design, decor, linen, tabletop,
tenting, and rentals, with 16 years of direct experience in
the industry. Savvy to the world of marketing, advertising,
and promotion, Shereé is a go-to source for trends, ideas,
and visionary perception.
Diana Da Ros is an event and wedding planner based in
Italy. She founded her company, Diana Da Ros Event Planner
in 2010, following a successful career in fashion and media.
Diana and her team create fabulous events worldwide with
passion, precision, and elegance.
Barbara Diez, MWP™, of Barbara Diez Events in Buenos
Aires, was the first wedding planner in Argentina. She
has planned and executed more than 750 weddings and
events—local, national, and international. A conference
presenter, speaker, producer, and author of Wedding
Architecture, Diez recently received the Creative Women
Prize from Citi-UP and the Ottfried Neubecker Cultural
Merit Medal.
Edna Dratch-Parker, PWP™, is owner of EFD Creative in
Boston and a graduate of the Maine College of Art. Well
known for its wedding branding expertise, EFD Creative was
recently honored with Wedding of the Year 2014 through
the National Association for Catering and Events and as
Social Event Planner of the Year from BizBash.
Megan Ely is the owner of wedding marketing and wedding
PR firm OFD Consulting in Richmond, Va. She is a frequent
contributor to industry magazines and blogs and a highly
sought-after speaker.
by the
A publication inspired
nts
Bridal Consulta the publication for wedding planners,
Association of Volume 1 Issue 4
professionals, and designers
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September/Octo
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March / April 2011 Volume
1 Issue 1
the publication for wedding
planners, professionals, &
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Fabulous Tented Wedding
s…Economic Outlook…
Savvy Ceremony Insight
…Irish Wedding Traditions
…Favorite Apps and more…
Catering Trend
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Flower Show Inspir
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September/October of Bridal Consultants
2012 Volume 2 Issue
4
2012
July/August
3
Volume 2 Issue
the publication for
wedding planners,
Color Trends…
Business of Brides 2010…
Italy FAMinar Highlights
the
January/February 2012
Volume 1 Issue 6
professionals, and
designers
Top 10 CaTerin
g Trends 8
soCial Media sTraTeg
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8 sTeps To a greaT
ConTraCT 21
new! ask The experTs
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the publica
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planners, professionals, and
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Soho…Business Ethics…
…Giving Back & more
7 tips for
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Mayan weDD
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the publication for
wedding planners,
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Association of Bridal 2 Issue 1
Volume
September/October 2013
March/April 2012
designers
designers
professionals, and
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Association of Bridal Consultants6
Volume 3 Issue
January/February 2014
November/Decembe
the publication for
wedding planners,
8
TTers of The Year!
2012 WPM Trendse
shooTs 13
5 TiPs for sTYlized
ion secreTs 18
real Wedding subMiss
Planning 21
2013 financial
are You readY?
g 24
eloPeMenT Plannin
Building a Brand
Green Weddings
Business of Brides Review
Creative Ceremony Details
What It Means to Be a MBC™
designers
professionals, and
34
Emerging Color Trends
55
WPM Advisory Board
19
Nigerian Weddings
the Cloud 23
in
ss
Busine
Doing
Lighting 9
Association of Bridal Consultants Dramatic Event
designers
2014 Catering Trends 8
Going Out at the Top of
Your Game 13
Simon T. Bailey 19
Create a Culture of Success
22
Burning the Candle at Both
Ends 24
January/February 2015 Volume 4 Issue 6
islands 15
international: the Greek
Business of Brides 8
success 24
18 5 tips for Bridal show
state of the industry
future? 25
farm-to-taBle: fad or
5 Ways to Get Strong Referrals 10
2015 Industry Conference List 13
Dollars & Sense: 3 Financial Tips 20
Signature Sasha: An Interview with Sasha Souza 28
Beth Erickson is editor of Wedding Planner Magazine and
owner of Jobe Communications, LLC, a writing, editing,
and creative concept company. Beth is an award-winning
writer who works within multiple industries that include
magazines, book publishing, travel and hospitality, education, heatlh care, manufacturing, and wedding.
Philadelphia native Heather Flemke has more than 15 years
of experience in the hospitality industry, including running
her own catering business. She is currently the marketing
director for the National Association for Catering and
Events and manages many "pots on the stove" utilizing her
skills in branding, social media, on-site and strategic event
marketing, proposal development, and execution.
Milena Santoro, CWP™, CMM, CMP, PIDP, is an author,
international speaker, and educator as well as creative
president and CEO of MS Productions, Inc., with offices
in Canada and Europe. She has been planning events of
all types for more than 20 years. With her background in
hospitality and culinary arts, floral, and interior design, she
is able to translate her clients’ ideas into reality.
6
PROMOTE YOUR PRODUCT OR COMPANY
TO THE WEDDING INDUSTRY
ABC Corporate Members: Dena Davey 1.860.355.7000
All other sales inquiries: 1.608.796.2257
January/February Business of Brides issue deadline is November 7, 2015
March/April Annual Color issue deadline is January 7, 2015
Editor Beth Erickson
Creative Director Nancy Flottmeyer, PWP™
Art Designer Nancy Flottmeyer, PWP™
Social Media Alicia Seachord
Contributors Lynda Barness, MWP™
Alan Berg, CSP
Lisa Marie Blinn, PWP™
Shereé Bochenek
Diana Da Ros
Barbara Diéz, MWP™
Edna Dratch-Parker, PWP™
Megan Ely
Beth Erickson
Heather Flemke
Milena Santoro, CWP™, CMM, CMP, PIDP
Proofreader Kim Seidel
Photographers Angela Jimenez Photography
Apropos Photography
Diego Taroni Photography
Eduardo Gazzotti
Hiram Navarro and Hector Raygoza
Janet Mootz Photography
Jean-Pierre Uys
Joel St. Marie Photography
Joshua Becker Photography
Lauren B Photography
Madeline Crew
Mike and Kim Photography
Origin Photo by Regina Miller
Rick Aguilar
Riverbend Studios
Roca - Carrera
Rohan Laylor of Phat Dog Visuals
Ruiz y Russo
Sera Petras Photography
ABC Corporate Sales Dena Davey
Wedding Planner Magazine, inspired by the Association
of Bridal Consultants, is published bi-monthly by Wedding
Planner Magazine LLC, 400 Main Street, La Crosse, Wisconsin
54601.
Phone: 608.796.2257. Fax: 608.796.2253.
Email: info@weddingplannermag.com.
Visit: www.WeddingPlannerMag.com.
FILMMAKER FRANK CAPRA ONCE SAID, “DON’T FOLLOW TRENDS, START TRENDS.”
Ask most top trendsetters in any industry about how to find the latest trends and that’s likely the answer
you’ll receive. Our approach to this issue of Wedding Planner Magazine, the design trends issue, was to
explore the idea behind where trends derive as well as share some of the latest ideas from trendsetters
around the world. We hope you’ll enjoy the sources for inspiration as well as the varied trend ideas and
stunning photography.
Speaking of trendsetters, we were fortunate to obtain a one-on-one interview with wedding industry pro
and reality TV star David Tutera. We asked David questions you won’t typically hear in his other interviews.
Why? Since we represent you, we wanted to explore branding, social media, and other business-related
questions from David’s perspective, bringing you tips to use in your own businesses.
And speaking of our readers, we asked for submissions of best Real Weddings from 2015. From among the
many received, we chose five we think represent the best in design, imagery, creativity, and story.
In thanks, we bring you this issue, packed with a wealth of information to help you, rejuvenate you, and
bring you inspiration—with articles about co-sharing office space, making DIY work for you, self-publishing,
ways to handle losing a sale, how to work well with others, and South African weddings.
Whether you are reading this for the first time at the Association of Bridal Consultants’ Business of Brides
conference or getting it fresh from your mailbox, we think you’ll agree that, cover-to-cover, this is one of
our best issues yet!
© APROPOS PHOTOGRAPHY
Publishers Nancy Flottmeyer, PWP™
David Wood
Letter
LETTER
Volume 5 Issue 5
November/December 2015
Copyright 2015 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.
© Eduardo Gazzotti
Beth Erickson
Editor
editor@weddingplannermag.com
Nancy Flottmeyer, PWP™
David M. Wood,
Publisher/Creative Director
Publisher/President,
nancy@weddingplannermag.com Association of Bridal Consultants
UPCOMING ISSUE: BUSINESS OF BRIDES – 2016 INDUSTRY
CONFERENCES – THE RISE OF INSTAGRAM – AND MORE!
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.
Wedding Planner Magazine Advisory Board
Tonia Adleta, PWP™, Aribella Events - Frank J. Andonoplas, MWP™, Frank Event Design - Alan Berg, CSP, www.
AlanBerg.com - Donnie Brown, CWP™ Donnie Brown Weddings and Events - Merryl Brown, CWP™, Merryl Brown
Events - Mark Kingsdorf, MBC™, Mission Inn Resorts - Carmen Mesa, MBC™, Carmen Mesa Weddings and Events,
Inc. - Shelby Tuck-Horton, MBC™, Exquisite Expressions and Events
7
2016 DESIGN TRENDS
INSPIRATION IS EVERYWHERE!
Top Trends from International Wedding Pros
BY BETH ERICKSON, WEDDING PLANNER MAGAZINE EDITOR, LA CROSSE, WIS.;
EDNA DRATCH-PARKER, PWP™, EFD CREATIVE – EVENT PLANNING & DESIGN, BOSTON;
DIANA DA ROS, DIANA DA ROS EVENT PLANNER, MONZA, ITALY;
BARBARA DIEZ, MWP™, BARBARA DIEZ EVENTS, BUENOS AIRES, ARGENTINA,
AND SHEREÉ BOCHENEK, APRÈS PARTY AND TENT RENTAL, EDINA, MINN.
PHOTO BY EDUARDO GAZZOTTI
8
fashion industry. It’s important to follow
fashion weeks, from Milan to London and Paris
to New York. Every fashion show is an open
book for trends. Watch the cuts, the styles, and
especially, the new colors and fabrics. Using
fashion fabrics for wedding decorations is a
new, original trend.
Travel—Sometimes, cities of the world inspire
new trends. When traveling, look at everything—
clothes, smells, architectures, sound, traditions
and innovations, costumes, food, drinks, markets,
and shops. Cities have specific identities that can
translate into new styles and trends.
Video—Be curious and watch new music videos
and movies, pay attention to costumes, lights,
sets, and decorations. Every detail could be an
idea to develop.
about the celebrity lifestyle, whether it’s what
celebrities are wearing, where they live, who
they’re dating, places they’re visiting, or even
the foods they eat. Celebrities bring fashions
and trends to the mainstream.
Food—Follow celebrity chefs and their
creations when styling menus. Seek out new
flavor blends, presentation styles, cuts of meat,
pairings, and more.
Art—Being curious and visiting classic and
contemporary art exhibitions inspires creativity and open-mindedness. Notice trending
artists, styles, and subjects.
PHOTO COURTESY OF DIANA DA ROS
Celebrities—The media broadcasts everything
© DIEGO TARONI PHOTOGRAPHER
Design—Design fairs like Maison D’objet (held
twice a year in Paris), or The Milano Design
week that takes place every April in Milan,
have immense creativity, with inspiration for
lifestyle, décor, and design.
METALS
BOHO CHIC
Social media—Applications like Pinterest,
Facebook, Twitter, and Instagram are where
to get a pulse on what’s resonating with brides
and grooms. Couples turn to social media for
an endless supply of photos, videos, and advice
from other couples on what worked or didn’t.
They are following popular wedding sites and
industry bloggers and then pinning, liking,
sharing, and commenting. The best popular
design trends bubble their way to the top.
Music Festivals—This year, inspiration is coming
from international music festivals such as
Tomorrowland (Belgium), K-Pop (Korea),
Coachella, Lolapalooza, Ultra Music Festival,
Creamfields, and Boom Festival (Portugal).
CANDY LOVE
TRAVEL
Though fresh ideas may come from unusual
places, the first inspiration should remain your
couple. Find the best theme to represent their
Fashion—Most new trends come from the
Schools—Follow the works of fashion, art, and
design schools. Young students are absolutely
trendsetters, always. Consider the Royal College
of Art, Parsons School for Design, the Rhode
Island School of Design, and more.
© JOSHUA BECKER PHOTOGRAPHY
If you’re tired of the same-old wedding
styles and having trouble unearthing something inspired, you might not be looking in
the right spot. Inspiration and new ideas are
literally everywhere. Consider seeking inspiration in the following industries.
CLASSIC WHITE
9
© RUIZ Y RUSSO
love story and passions. The challenge is how to incorporate the couple’s
ideas into their wedding in a way that is cohesive and special. This gives
rise to one of the biggest trends shaping the wedding industry today—
wedding branding, says Edna Dratch-Parker of EFD Creative - Event Planning & Design in Boston. "Wedding branding is about distilling the many
potentially great design ideas down to the right set of elements to create a
one-of-a-kind experience for the couple and share the essence of who they
are as a couple," she says. "More than just design, wedding branding has
become a powerful way to transform the wedding experience."
TOP TRENDS FOR 2016
Danielle Andrews-Sunke and Tracey Manailescu
Wedding Planners Institute of Canada
Ontario, Canada
Parisian style—Think simple, romantic elements. Think calligraphy. Think
soft and lacy styles, whether on table runners, fashion, or laser-cut
stationery. Think hanging floral, origami, tree branches, or papers.
Exotic animals—All the rage in the United Kingdom, renting exotic
animals, whether a hawk to bring the rings or other animals for
ambiance during cocktail hour, not only provides for stunning photos
and interesting chatter, it lends a bit of the unexpected. Be sure to hire
animal keepers to ensure the animals are cared for and fed.
Better selfie-stations—Selfies are not going away, so how can we better
creative idea for a sweet wedding treat. Put either large puffs or small,
multi-colored decorative puffs of cotton candy atop steamed milk and
have the espresso poured through the cotton candy for a sweet take on
lattes. These can be done iced also.
Silent weddings—Now, there is finally a way to let guests enjoy the dance
and let other folks enjoy conversing at a normal volume and host dances
in locales with noise ordinances. Weddings with silent dances are rising
in popularity, thanks to companies like Silent Storm, which provide
headphones guests can wear while listening to their favorite style of
music and dancing the night away.
Barbara Diez, MWP™
Barbara Diez Events
Buenos Aires, Argentina
LED wall panels—Whether flat, curved, or concave, these indoor or
outdoor panels add pizzazz to any event—whether you are using them
to display images of the couple, scenic images, lights, or music videos.
3D projection mapping—For that “wow” factor, this trend combines
animation, special effects, and motion graphics with projection. This
is what Disneyworld uses in its Haunted House ride to project ghosts.
Essentially, it allows for the projection of images and effects on solid 3D
objects or to merge with backdrops.
© ROHAN LAYLOR OF PHAT DOG VISUALS
Cotton-candy coffee—This trend, popular in Korea, is a fun, tasty, and
LED WALL PANELS
COTTON-CANDY COFFEE
© JANET MOOTZ PHOTOGRAPHY
incorporate them? Consider unusual props or backgrounds. Perhaps
chalkboard walls or beveled mirrors for a “through-the-looking-glass”
pose—with instructions. Put selfie sticks on every table. Don’t forget to
have guests hashtag any photos they take. Rent equipment that allows
for changing backgrounds. Set up a selfie-taking station in which guests
need only press a foot pedal to take the shot.
Food trucks—What better way to convey a music festival feel than
by including catering that provides the very fare enjoyed by festers?
Today’s food trucks offer everything from old favorites to new and
inspired cuisine.
10
3D PROJECTION
MAPPING
LED WALL PANELS
© LAUREN B PHOTOGRAPHY
Designs inspired by music festivals—Think casual outdoor settings. Think
strung lights and tents. Think bonfires, a live band, and dancing under
the stars.
Shereé Bochenek
Après Party and Tent Rental
Edina, Minn.
Pendant lighting— Chandeliers have been all the rage, but pendant light-
ing is shining a new light on wedding design. Fueled by trends in home
décor, look for curated shapes artfully arranged in the venue space.
The Moscow Mule—The Moscow Mule has been around since the 1950s,
but the cocktail is now is experiencing a resurgence. Comprised of
vodka, ginger beer, and lime, the cocktail is traditionally served in a
copper mug.
© MADELINE CREW
© RUIZ Y ROSSO
TRIBAL
Boho chic— The runway continues to feature Bohemian -inspired fashion,
and retail stores, such as Anthropologie, have branded themselves with
the Boho look. Seemingly mismatched patterns, a home-spun crafted
feel, jewel tones—these represent Boho Chic. Mix in rustic pieces,
vintage china, gold accents, and finish with lush canopies and draping.
Patterns and prints—Fueled by apparel’s infatuation with prints, table
linen is now reflecting the trend. Mixing complementary patterns or
solids with prints adds a sense of fun to a reception. Whether bold
graphics or oversized florals, patterned table linens are a great way to
rev up an event space.
LIGHTING
Tribal— The tribal motif steps back in time, showcasing wood, stone,
and other natural elements. Think animal skins, ikat prints, feathers,
and fire pits. Guests will love the coziness of a canvas teepee.
Diana da Ros
Diana Da Ros Event Planner
Monza, Italy
Contemporary metals—Since 2013, metal geometric decorations have
been used for table settings, sweet tables, and especially wedding cakes.
This trend continues due to the influence of fashion, design, and art. To
translate this trend, focus on a mix of metals (gold, silver, copper) with
vases, metal prints for invitations, menus, chandeliers, furniture, and
wall decorations.
Classic, total white—White is exclusive and elegant, especially using
one gradation and tone. The most important thing is to choose the
right tone of white Pantone. This determines the entire look. Decorate
everything with lush, white floral and white candles.
Romantic travel—Though used in the past, this trend is still valid due
to social networking, the use of hashtags at weddings, and social and
photo posting. How do you translate it in an original way? Use blackboard globes as decorations, centerpieces, or guest books. Use vintageeffect fabrics with old printed maps to cover vases and supports, put
favors or candies inside mini transparent luggage on the sweet table,
decorate paper luggage and put flowers inside as centerpieces, use
customized leather luggage tags tags (that double as favors) for the
name cardholder, and use small and medium hanging globes for the
wedding table.
Candy love—If the couple loves candies, create original settings with this
theme. For centerpieces, use vases filled with candies, for the seating
plan give tables candy names and create 3D bon bons. Go over-the-top
with sweet tables, using any candy imaginable and in bright colors. ••
PENDENT LIGHTING
11
2015Best Real Weddings
OHIO
Planner: Priscah Musinde, Joie de Vivre Events, Columbus
Photography: Mike & Kim Photography
The couple: This couple worked collaboratively with their visions for the
wedding. The bride knew exactly what she wanted, and the groom followed
suit, making accommodations to ensure she had the wedding of her dreams.
Despite the stress of planning, they took time to listen and compromise.
The bride wanted to honor her groom’s heritage with a fusion wedding—
that honored his Indian heritage and her western upbringing.
Wedding date: May 9, 2015
Guest count: 190
Budget: $60,000
Color palette: White and gold
Inspiration: Contemporary elegance was the inspiration. The locale, an
urban space with 360-degree views of the heart of Columbus offered a
stunning setting with dramatic views.
Most unique design element: The most unique design element was the
fabric mandap that fit well within the challenges of the existing height
and width of the space. The strung flowers at the beginning of the aisle
added a touch of whimsy and the phalaenopsis orchids used throughout
the entire wedding design, and in lush display on the sweetheart table,
added elegance.
Biggest challenge: The couple wanted to host their ceremony and reception in the same space, which had never had an Indian ceremony. The
must-have Indian wedding items like Indian cuisine, the mandap, and
open flames caused some challenges. Overcoming these obstacles was
the icing on the cake for this couple.
12
MEXICO
Planner: Fabiola Alferez, Fabiola Alférez Bodas/Bariconcept,
Guadalajara, Jalisco
Photography: Hiram Navarro and Hector Raygoza
The couple: Marisol and Christopher met when a friend introduced them
at a dinner. They are an elegant couple and are also sensitive, and fun.
We worked hard to project their personalities in their wedding.
Wedding date: March 21, 2015
Guest count: 540
Budget: $150,000
Color palette: White with contrasting pink tones
Inspiration: This wedding was inspired by elegance, the color white, and
French style. A tented event, the wedding featured opulent floral centerpieces, white pillar candle columns, hanging chandleiers, mirrored table
squares, and French provincial chairs.
Most unique design element: The entrance to the wedding featured the
most unique design element, with a beautiful floral foyer. The arch was
resplendent with lush floral. The floral for tables was a French bouquet
design that combined in three levels according to the design of each table.
Biggest challenge: The biggest challenge was to create a spectacular,
elegant wedding on a balance of elements that illustrated the couple’s
personalities and made the experience unforgettable for the guests.
PENNSYLVANIA
Planner: Lynda Barness, MWP™, I Do Wedding Consulting, Philadelphia
Photography: Origin Photo by Regina Miller
The couple: Erik and Lynn met through a mutual friend who was Erik’s
business partner and Lynn’s past co-worker.
Wedding date: July 18, 2015
Color palette: White with vivid pops of color.
Inspiration: Inspiration came while attending white dance parties in the
1990s at Roseland Ballroom. As a result, guests were invited to wear
white to Erik and Lynn’s wedding. Decorations were from Erik’s work
travel in Bali and India.
Most unique design element: Personal touches were everywhere in this
wedding and led to the most unique elements. Erik, who had a business
in Indonesia and other places, imported special items for the wedding.
Each table had embroidered colorful runners, carvings from East Timor
for the wedding guest favors, and an artifact from Bali, Indonesiaceremonial dance and wedding headdresses, carved dragonhead, etc. In
addition, 18 imported, floating, feather ceiling lights were used for the
dancing room and tropical wooden flowers adorned the food stations.
Biggest challenge: Completing the house updates and gardens, receiving
a 40-foot container from Bali 10 days before the wedding, closing Erik’s
Brooklyn office two weeks before the wedding, and moving all of that
stock into already crowded basements were among the challenges, along
with getting an additional air conditioning system to keep the dance room
cold for 130 people. It was a busy 3 months of intensive preparation.
13
ARGENTINA (LEFT)
Planner: Barbara Diez, MWP™, Barbara Diez Event Planners,
Buenos Aires
Photography: Eduardo Gazzotti & Roca - Carrera
The couple: The bride had been dreaming about her wedding day for such
a long time. She pictured the wedding as a pure-white winter-wonderland fairy tale. This was the amazing celebration of the union of two
souls who have overcome cancer. It was a celebration of life. It was the
story of a boy making his girl’s dreams come true. This wedding reunited
family and friends from all over the globe. You could feel the good vibes.
Love was everywhere. This Armenian wedding was the most wonderful
gift the bride’s father could have given the couple, something for which
they will be forever grateful.
Guest count: 450
Color palette: White with blue lighting
Inspiration: The wedding was inspired by the atmospheric fairy-tale
movie, The Chronicles of Narnia. The combination was a magical blend
of equilibrium between a splendid and romantic décor, which the bride
wanted, and the latest technology for the dance floor, as requested by
the groom.
Most unique design element: The fantasy world was enhanced by the glorious white trees and the LED tube dance floor.
PENNSYLVANIA (RIGHT)
Planner: Cara Weiss, Save the Date, LLC, Rockville, Md.
Photography: Angela Jimenez Photography
The couple: Tamara and Licia have been in love for many years. They
always planned to wed at their 10-year anniversary. Rather than looking
at marriage as the start of their life together, they viewed it as one of
the many things that would happen along their journey. The past 10
years were filled with many adventures—career-building, travel, child
rearing, and more. Pennsylvania passed marriage equality during their
engagement, and Tamara and Licia were thrilled to wed just two days
after their 10-year anniversary. It was icing on the cake when same-sex
marriage became U.S. law two weeks after the wedding.
Wedding date: June 13, 2015
Guest count: 286 wedding day/250 weekend
Budget: $60,000
Color palette: Scarlet, turquoise, black, and white
Inspiration: A four-day celebration with friends and family in the outdoors was the inspiration for this event at Camp Saginaw, a well-known
Jewish sleep-away in the woods of Oxford, just north of the Maryland
border. Free spirits, the couple felt the site illustrated their love of the
outdoors, their religious beliefs, and their personalities. Guests slept
in cabins, ate meals together, enjoyed activities like yoga, swimming,
campfires, talent shows, and more.
Most unique design element: In addition to traditional place cards for the
wedding reception, Tamara and Licia created a “Who’s Who” Board at
the check-in so guests knew which cabin they were assigned to, and who
everyone was. They wanted to encourage new friendships.
Biggest challenge: In addition to planning the wedding itself, we were effectively coordinating a giant sleepover for 250. While the venue is a fun
and charming space, it still is a kids’ summer camp, so making it gorgeous and elegant was part of that challenge. There were tons of moving
parts and many extra details to manage, including checking attendees
into their cabins, distributing cabin rental sleeping items, and fulfilling
the many different roles—babysitter, golf cart driver for grounds transportation, 72-hour contact person, etc. It was definitely a unique, but
enjoyable experience.
14
CALIFORNIA
Planner: Sandra DiDomizio, MBA, Green Fox Events & Guest Services,
Mammoth Lakes, www.greenfoxevents.com, sandrad@greenfoxevents.com
Photography: Joel St. Marie Photography
The couple: Sasha and Channa are not your traditional wedding couple.
In addition to planning a wedding and incorporating Channa’s Sri Lankan
heritage, their goal was to create an unforgettable guest experience.
Guest count: 130
Budget: $120,000
Color palette: Gold, ivory, black, burgundy, and reds
Inspiration: The Victory Lodge in June Lake is one of the largest log home
structures ever built in the Eastern Sierra Mountains of California.
Filled with unique antiques from all over the world, multiple wooden
bars, vintage casino games, vaulted ceilings with massive log beams,
and a quaint old saloon, it became the perfect setting for a 1920’s,
speakeasy-themed wedding.
Most unique element: The theme led to many unique design elements.
At the door, flapper girls greeted guests with specialty cocktails such as
French 75, Sazerak, Beez Neez, and Manhattans. Period music, casino
tables with dealers, “cigarette” girls, Cuban cigar rollers, an oyster bar,
centerpieces of ostrich-feathers dripping with pearls in large gold trumpet vases, and “Roarin’ 20s” flapper performers created an atmosphere
that allowed guests to step back in time.
Biggest challenge: The couple wanted their ceremony on the back lawn, but
as the day drew near, a snowstorm threatened. Three feet of snow fell the
night before the event. We called in local snow blowers to remove the
snow the morning of the wedding. What wasn’t removed melted quickly
in the sun so we could put the chairs out for the ceremony.
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Attend and earn .5 points for each full hour of
education. For more information, or to register, visit
www.BridalAssn.com.
Webinars
Webinars last one hour. Upon finishing the webinar
and essay question, a certificate of completion will
be mailed and the attendee will earn .5 points in
education. For more information, or to register, visit
www.BridalAssn.com.
Regional Meetings
Attend and earn two points per full day of education
and professional development. For more information,
or to register, visit www.BridalAssn.com.
State Meetings
For Local Networking Group meetings, contact your
state coordinator or visit www.BridalAssn.com.
ABC Annual Conference
Business of Brides
EFD Creative – Event Planning & Design, Boston,
received “Wedding of the Year” from the National
Association for Catering and Events at Experience! 2015
in Scottsdale, Ariz., in July. EFD Creative won the award
for the planning and design of an August 2014 romantic
mansion wedding on the New England coast that fused
contemporary colors with a vintage, Gatsby-era feel.
The wedding was also recently featured in The Knot
wedding magazine and website.
During the summer, Eventful Moments, Palm City, Fla.,
hosted an Italian Ice Truck in a local community. More
than 100 children under the age of 15 enjoyed Italian
ice on Tuesdays during an eight-week period. The
company offered discounted services with 20 percent
of proceeds being donated back. More than $200 was
raised for a local family within the community whose
7-year-old daughter is fighting a rare form of cancer.
Great Officiants, Long Beach, Calif., has a new location
for its Office and Boutique Wedding Chapel. Now
located in the Bixby Knolls section of Long Beach, the
office also has free parking. The small chapel seats up to
30 and has instant marriage license service. Owner Alan
Katz and his team of 34 officiants now have a larger
space to meet with couples to design their perfect
ceremonies. The company hit three major review
milestones last month: 500 on Wedding Wire, 300 on
The Knot, and more than 400 on Yelp (200+ are hidden).
Designations
The Association of Bridal Consultants congratulates the
following members who achieved designation May –
June 2015.
Professional Bridal Consultant™
Kiyomi Nakagawa, Japan
Minami Naruse, Japan
Makoto Sugiya, Japan
Kasumi Yanagida, Japan
Jenne Yang, China
Professional Wedding Planner™
Kim Gayner, Illumination Designs, LLC, Hanover, Mass.
Lisa Hankins, Southern Sass Weddings, Magee, Miss.
Tina D. Little, Lavender Doves, LLC, Farmington Hills,
Mich.
Professional Wedding Flower Designer™
Junko Irie, Japan
ABC FLORIDA FORMS COLLEGE
STUDENT CHAPTERS
The Association of Bridal Consultants (ABC) Florida
recently created the only ABC student chapter in the
country. The chapter is located at the University of
Central Florida at Rosen College in Orlando. Plans are
underway to form a second student chapter at Florida
International University in Miami. Both chapters are
under the direction of Florida State Manager Carmen
Love in Bloom, LLC, Shreveport, La., won Best in
A Dazzling Day by Darcie, Cameron Park, Calif., celWedding/Event Planner bys Locals Love Us Shreveport- Mesa, MWP™. ebrated 20 years of business this summer. The business Bossier and The Best of Weddings Hall of Fame Award
creates custom designs and visions for clients.
from The Knot.
WEDDINGWIRE WORLD 2016
Get inspired at WeddingWire World 2016, Feb. 9-11,
Frank Andonoplas, MWP™, Frank Event Event Design,
-below with njwedding_home_page_july2015at the Gaylord National Resort & Convention Center
was inducted into the Chicago Area Entrepreneurship
In February, NJWedding.com launched a new version
National Harbor in Washington, D.C. Enjoy three days
Hall of Fame in October at a gala event at the Chicago
of its website, which serves New Jersey and its Tri-State of top education for wedding professionals, including
Field Museum. The Hall of Fame is part of the Institute
area. The new format allows future couples to search
a presentation by Monte Durham, fashion director,
for Entrepreneurial Studies at the University of Illinois at for local venues and services in their area, research cur- Bridals by Lori and TLC's "Say Yes to the Dress: Atlanta."
Chicago. Andonoplas was one of 20 to receive the honor. rent marriage laws, and discover a calendar of upcoming Mention promo code WPM2016 for $25 off of a
bridal events.
standard ($199) or VIP ($399) ticket. Sign up at www.
With the latest addition of eight members in Australia
WeddingWireWorld.com.
and a new member in Rio de Janeiro, The Association
Cara Weiss, ABC™, CSEP, SAVE The DATE, LLC, Potomac,
of Wedding Gown Specialists, Orange, Conn., is now
Md., will be teaching, “Down and Dirty! Bar and Bat
WIN A SIGNED COPY!
represented in 11 countries. In addition, the Association Mitzvah Planning,” at The Special Event in Orlando in
Win a signed copy of the premier resource for creating
sponsored a bridal market in August in Los Angeles
January 2016.
wedding ceremonies. Asked to Officiate: Your Complete
and had a booth in October in New York at The Knot
Guide to a Perfect Ceremony by Bethel Nathan,
Couture Show and New York International Bridal Week.
Ceremonies by Bethel, San Diego, provides detailed
The Association is holding its annual meeting in San
information about legal aspects, creating a meaningful
Frank
Andonoplas,
MWP™,
Frank
Event
Design,
Chicago,
Francisco Feb. 25- 28, 2016, at the Sheraton Fisherman’s
ceremony, presentation tips, and wedding details for
was featured in the article, “East Coast Energy,” and
Wharf Hotel. For more information, or to register,
ceremony directors. To purchase Asked to Officiate,
designed and styled two photo shoots, “Return to
contact the association at 800-501-5005 or info@
visit www.AskedToOfficiate.com. The cost is $39 plus
the Plated Reception” and “Center of Attention” for
weddinggownspecialists.com.
shipping. For a chance to win a copy, email editor@
Chicago Style Wedding Magazine 2015/2016 edition.
weddingplannermag.com by Thursday, Dec. 10, 2015. Be
Sally Conant, PhD, MWV™, Association of Wedding
sure to put "Ceremonies" in the subject line.
The Association of Wedding Gown Specialists,
Gown Specialists, Orange, Conn., cleaned and restored
a 120-year-old tapestry at Yale University in New Haven, Orange, Conn., was featured in “How to Protect the Bottom of Your Dress at an Outdoor Wedding” on August CORRECTION
Conn.
4, on Brides.com blog. In addition, the Association had a The name of the photographer in the Real Wedding—
Florida published in the September/October issue of
Barbara Diez, MWP™, Barbara Diez Events, Buenos Aires, blog on bustles on PolkaDotBride.com.
Wedding Planner Magazine was incorrectly listed. It
Argentina, won the Ottfried Neubecker Cultural Merit
should have read Adam Opris Photography.
Medal 2015. It's the maximum professional recognition
award in Latin America's event planner industry.
Sunday – Tuesday, Nov. 8 - 10
Costa Mesa, Calif.
www.BusinessofBrides.com
www.BridalAssn.com
Achievements
ASSOCIATION OF BRIDAL CONSULTANTS MEETINGS & NEWS
Seminars
Media
ASSOCIATION OF BRIDAL CONSULTANTS
David M. Wood III, President
Gerard J. Monaghan and Eileen P. Monaghan Co-Founders
Beverly Ann Bonner, APR, MBC™, Director of State Managers.................................................beverlyann@weddingbeautiful.com
Elayne Anderson, Director of Operations.......................................................................................................................info@BridalAssn.com
Candice Benson, MBC™, Director of Social Media..................................................................candice@thefinishingtouchevents.com
Gloria Boyden, MBC™, Director of Education....................................................................................................................eventsgrb@aol.com
Dena Davey, Director of Marketing.................................................................................................................................. corp@BridalAssn.com
Nancy Flottmeyer, PWP™, 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.
CODE OF ETHICS
Our ABC members agree to:
• represent each client fairly and honestly, providing all
agreed-to services in a timely and cost-efficient manner.
• establish reasonable and proper fees for services and
provide written estimates to each client.
• use honest, factual advertising.
• deal with employees and clients fairly, in an unbiased
manner.
• disclose to clients any payments received from
suppliers.
• operate an establishment that is a credit to the
community.
17
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Branding Guru
David
Tutera
BY BETH ERICKSON,
In the wedding industry, David Tutera
is a legend, a creative genius, a master of
marketing and branding, a social media
wiz, an author, speaker, reality TV star, and
celebrity planner. And though his career was
built on hard work and ingenuity, it was also
accidental.
“About 30 years ago, I was asked to do a party.
It was actually a bar mitzvah,” says Tutera. At
the time, he was 19, and had a little gift shop
from which he sold balloons and did singing
telegrams. One “Yes” transformed his life.
“When I realized after doing several events
that this was something I was good at, I realized that there was a business ahead for me,”
he says. Change occurred rapidly. “It just was
me figuring it out as I was going along,” says
Tutera. After joining several industry associations, “I started realizing the associations were
where I would realize how to master my craft.”
Tapping into Tutera’s industry knowledge,
Wedding Planner Magazine conducted an
exclusive one-on-one interview with him in
August. Here is what we learned:
WPM: You are a master of branding and
creative revenue streams. Can you tell us how
your brand exploded?
DT: In 2000, I wrote my first book, A Passion for
Parties. Then, I was asked to go on ABC’s “The
View” to talk about my book, and that is when
the brand started to slowly build. I started
going on TV regularly . . . I realized that I’m
actually good at television, and I wanted to have
my own show. In 2004, I had my first show on
Discovery, “Party Planner with David Tutera.”
I realized that you have to write a book to have
a platform. You have to have a TV show, or at
least a media presence, to have a brand. . . .
About six years ago, I realized the platform was
so strong that a brand was ready to be built.
That’s when I started to introduce myself into
the world of brand licensing.
WPM: Did the recession that began in 2007
have an impact on your business and, if so,
what did you do about it?
FEATURE
THE ACCIDENTAL
PLANNER—
WEDDING &
But if I post a photo of me and my daughter, me
and my partner, or me doing something in my
life, the numbers are astronomically higher. [My
followers] want to feel more connected to me as
a real person than as a brand. What you need to
do is find a happy medium and have the brand
positioned somewhere within the photo or what
you’re posting so the consumer is getting a little
of both. It’s challenging. . . . I know what posts
well because I track everything.
WPM: What industry has the most impact on
wedding
industry trends, and why?
EDITOR, LA CROSSE, WIS.
DT: We as an industry, and weddings specifically, need to catch up to mainstream. We are
DT: It actually taught me a lesson, which was,
so far behind. . . . We’re not even racing to
“You’re never going to build a successful brand
catch up, we’re crawling. . . .We don’t follow the
on any product that has to do with luxury.”
trends on Pantone, we don’t follow the trends
That was simply due to the recession. As the
on fashion or hair. It’s a long process that we
recession was happening, I was realizing that a
have to get to. We’re seeing little steps hapbrand was necessary for my demographic, my
pen—for me, not nearly as quickly as it should.
fan base is of middle income. My demographic
isn’t obviously going to go out and spend a lot
WPM: Is any of that due to the time it takes for
of money on a brand product, but they would
trends to filter down to clients?
if there was something that was a solution for
DT: Clients are dictating what the industry is
them that was valuable.
selling based off of our middle-income clientele. .
WPM: What advice do you have for wedding
industry pros looking to grow their business?
DT: Decide when you want to make that leap,
take on the expense of additional employees,
and take on the responsibility of additional help.
There’s that odd chemistry of can you afford it?
Is the timing right? What will they do? How will
you delegate? And, I always say when I’m talking
to people in the industry, you have to take very
small baby steps. Do not overachieve or under
deliver, but make sure that you are giving a
product that you can actually execute.
WPM: What is the importance of social media
to yours and other wedding businesses?
DT: For social media, there is a lot of analysis. .
. .There’s the Q rating for TV. There’s the Klout
rating for social media. For those not familiar
with the Klout rating, it is zero to 100. I’m at
about an 87. With Klout ratings, that shows
how informative I am with my social followings. . . .Some celebrities have followings
of two million people. Some have 100,000 people. I have about one million on all platforms,
but it’s the influential Klout scores that people
are following, listening to, responding to, and
paying attention to because a lot of celebrities and experts can buy followers, but those
followers do not translate into a Klout score
because they’re not true followers.
WPM: How do you build your social media
platforms?
DT: I’m really careful of how social media is done.
The consumer is very aware of when I post an
ad or anything about my brand. The reaction,
response, and communication are very limited.
. . The mainstream consumers that are spending
the largest volume in the industry . . . are not
educated enough on the styles, the looks, and
the needs for their weddings. We’ve got so many
magazines, so many books, so many television
shows that are regurgitating the same information, which, by the way, if you listen to it over
and over could have been the same information
as 10 years ago. So I blame that on the media
[publications], and then I blame that on the companies—the owners of bridal salons, the owners
of party planning companies. I go to so many
industry appearances and so many bridal expos.
I’m still amazed that they’re dropping spandex
tablecloths from 1980 over tables and chairs.
WPM: How do you stay ahead of the game?
DT: By creating David Tutera’s Your Wedding
Experience (www.YourWeddingExperience.
com). When you go into the bridal shows that
I’m doing, it’s mind blowing that this hasn’t
been done before. It’s stepping it up. All we
have to do is give the consumer something new
to look at. They’re like sponges.
WPM: How has being a parent impacted your
life as a successful entrepreneur?
DT: Decisions are quicker. The time and length
of where I go is shorter. The perspective of how
I see things is quite different obviously. I find
my life to be a little more clear. I find my decisions and delegating things to be much faster
so I have time for myself with her.
WPM: Would you do it all over again?
DT: One hundred percent yes, and I would do
it because I love making people happy. How do
you not do that? ••
19
BUSINESS BASICS
You Win Some, You Lose Some
5 WAYS TO HANDLE
LOSING A SALE
BY ALAN BERG, CSP, WWW.ALANBERG.COM,
KENDALL PARK, N.J.
In a perfect world, we’d get every sale we want, for the dollars
we want. But we don’t live in a perfect world, do we? There are no
trophies for second place when it comes to winning a sale. You either get
the sale, or you don’t, so what’s a wedding planner to do? Here are five
ways to handle losing a sale:
3) If they wanted to talk on the phone they would have called. If you get
most of your inquiries through email (and who doesn’t’?), then you need
to ensure you’re learning to have better email conversations. If many of
your email conversations stop after the first exchange, that’s your cue to
change the way you communicate. Their first email is likely to ask about
price, but that makes sense because they don’t know how to shop for a
1) Rejection is in the eyes of the beholder. When you don’t get a sale, you
wedding planner. You also may not have pricing on your website. If your
might feel like you’ve been rejected, but that’s not usually the case. They first response is to push them to a phone call, you’re going to lose many
just liked/trusted/believed in someone else more. Is that semantics? I
of them. Why? If they had wanted to talk on the phone they would
prefer to call it optimism. When it comes to choosing a wedding planner, have called you. Customers show us how they want to communicate by
there can be only one winner—that doesn’t make everyone else losers.
the way they contact us. Another reason they don’t want to talk on the
Prospective clients may like you enough to hire you, but they have to
phone is that they’re likely to be at work when they reach out, and they
choose one pro among the many available. How many weddings do you can’t (or shouldn’t) talk about their wedding during work hours. So, if
do each year? That’s how many times clients chose you and not another you’re trying to force them to adapt to you and call right away, you could
planner. Are you the winner? Yes, but you may not have been their only lose out on opportunities where the leads go cold after your first reply.
choice. Had you not been available, they would have chosen someone
else, someone very capable, nice, and likely at a similar price point. This 4) Learn from the experience. Successful entrepreneurs understand that every
isn’t like second grade, where everyone gets a trophy these days, there’s failure is an opportunity to learn and grow. Take a look at your email exa winner and then there’s everyone else.
changes, and see if you can identify where the conversation went downhill or
stopped. If they’re going quiet at similar points or after similar topics, adjust
2) You often lose the sale before you even had a chance. Many couples are
your conversations. Also, have someone else look at the emails and see if they
looking for planners in places where you don’t advertise. To them,
can identify any issues. It’s often hard to critique your own writing.
you don’t exist, but that was your choice. You chose not to advertise
there or participate in that wedding show. Or, you choose to take the
5) Ask why you lost the sale. Should you ask people why they went with
free or cheap listing instead of the more visible, or premium one. If
someone else? Sure. The worst that happens is that they don’t respond.
you want others to invest in you, you have to invest in yourself first.
First, be humble and wish them well. Then, if you choose to ask, a good
Other times, potential clients make it to your website but leave without question is, “What did you find with someone else that you didn’t find
contacting you. They’re legitimate prospects, but you lost them,
with me (us)?” That’s a lot softer than, “Why didn’t you go with me
often without even knowing they had shown interest (going to your
(us)?” Asking “What did you find with someone else?” could give you
website is a big buying signal). Keep your site technology and informainsight into their priorities and why they perceived another planner to
tion up-to-date. It’s critical to plugging this hole.
be a better choice.
Alan Berg is a successful business consultant and the
wedding and event industry’s only Certified Speaking Professional®, the highest-earned designation
for a professional speaker. He’s the author of three
books and speaks, consults, and does sales training,
domestically and internationally. Find out more at
www.AlanBerg.com.
20
Remember, it’s not whether you are the better choice; it’s whether they
perceive you to be the better choice. It’s also okay to be a little upset that
you lost the sale. It’s not okay to hold onto that anger or frustration.
Learn from the experience, and do a better job next time. If what you’re
doing was working a few years ago, and now it’s not, it’s up to you to
adapt. Customers don’t adapt to us, we adapt to them. Happy selling! ••
MASTER PROFILE
MASTER WEDDING PLANNER™
FRANK J. ANDONOPLAS, MWP™
Frank Event Design, Chicago
ABC Member Since: 1993
Employees: 1 full-time, 6 part-time
Revenue Breakdown: 70% full-service consulting,
10% commissions, 20% rentals
Contact: 773-275-6804, www.FrankEventDesign.com,
frank@FrankEventDesign.com
Social Media: Facebook/Frank Event Design,
Twitter @frankandonoplas
L to R: This wedding reflected the couple's style by putting a twist on tradition and "bringing back the sequin"—photo by Riverbend Studio, Inc.; a tropical-themed event featured backlit tables
and chameleon chairs—photo courtesy of Frank Event Design; cutting-edge design and Old Hollywood glam combined to create an unforgettable New Year's Eve wedding—photo by Rick
Aguilar Studios.
FAMILY: My husband, Shawn, and I were finally
able to be married on our 25th anniversary together. We have a pedigreed, 17-year-old Bichon
Frise named Fenwick Ambercrombie Gaylord.
EDUCATION: I attended DePaul University in
Chicago (where I now teach) for a business degree.
GETTING STARTED: While pursuing my banking
career, I helped friends with their weddings
just as the wedding consulting industry was
starting in the late 1980s, early 1990s. When
I saw Father of the Bride, the movie with Steve
Martin, I had an epiphany. When they said the
wedding planner's name was “Franck,” I thought,
“Really?” Then, when they showed his salon,
very loudly I proclaimed, “This is what I want to
do with my life.” I realized I had loved weddings
since I was a child, so I started a part-time business. At my first industry conference in 1993,
I was told (by Miss Dorothy Penner) I would be
successful in this industry because I had passion.
Shortly after not getting the promotion I was
promised, I left the bank. The rest is history.
ON BEING A MWP™: I knew I wanted this
when I saw the first three people receive the
designation at my first conference in Nashville.
Back then, we had to go through the ranks and
earn our PBC™ and ABC™ titles first. It took me
seven years. I became, I think, the 21st Master
Bridal Consultant™ (now Master Wedding
Planner™) in 1999, and proud to say the first
man to receive the designation.
MEMBERSHIPS: Member of the ABC and the Catering Executives Club of America, past member
of International Special Events Society and the
National Association for Catering and Events.
GOALS: I want to continue my success, ease
up in the number of weddings I take each year,
increase my teaching schedule, work for one of
the wedding magazines, and write a book.
MENTORS: Teddy Lenderman. I met her when
she got her MBC™. Then, I really got to know
her at the Hawaii conference, where she asked
me to be in the book she was writing. I was in
all five editions. I called her when I had a question, and she was always there to help. Now,
she calls me if she has a question. (It freaks me
out.) She and I have spoken together at conferences, and she is not only a trusted colleague
but also extended family.
INSPIRATION: Fashion and interior design.
I go to trade shows and seminars all over the
country every year to know what is the latest in
our industry. Then, I have this information to
pass on to my clients. Knowledge is power.
MARKETING STRATEGY: I spend money on
what gives me a good ROI [return on investment]. I know what my clients are looking at
and invest there.
ON THE WEDDING MARKET: The luxury
market usually holds strong in down times. But
as things are getting better, people are being
less cautious about buying decisions.
STAYING FRESH: I attend The Special Event
Conference. I get so many great ideas and resources from this amazing conference. And get
to see many colleagues from across the country.
ON EDUCATION: I attend the Wedding MBA,
The Special Event, and the Catersource/Event
Solutions conferences. Engage! is now on my
list, but timing usually is an issue for me.
IDEAL CLIENT: One who trusts me completely, who
I get and who gets me, and who can afford me.
ON READING: I read everything wedding I can
get my hands on—books, magazines, blogs.
ON FREE TIME: What is free time? (Ha!) I have
learned to balance work and family life. It’s a
challenge, but it’s the advice I give to everyone
starting out. I love to bake. I love theatre. I love
to play slots. I love to stay home and watch TV
with my husband.
IN THE MEDIA: In local and national print
publications as well as television including:
Brides, Modern Bride, Elegant Bride, Modern
Luxury Brides, The Chicago Tribune, The Chicago
Sun Times, The Pioneer Press, Event Solutions
Magazine, Special Events Magazine, Wedding
Planner Magazine, The Wall Street Journal,
Crain’s Chicago Business, The New York Times,
“The Early Show,” “20/20,” and “Get Married.”
WORDS OF WISDOM: Don’t hang out your
shingle until you have done your homework.
Clients are hiring you because you have knowledge. If you are calling yourself a consultant,
and don’t know the answers to their questions
immediately then you are not ready. Do the
research. Do the homework. Also, balance of
family and work life is vital, or you will burn
out and/or wind up in divorce court.
ON GIVING BACK: I was ABC Illinois State Coordinator from 1996-2002. I serve on the Special
Events Magazine and Wedding Planner Magazine
advisory boards, the DePaul University School
of Hospitality Advisory Board, the ISES Board
of Directors, served as NICE Awards Co-chair,
Gala Awards and WedStyle Awards judge, was a
speaker at many national conferences, have been
on the Penton Special Events Education Committee, serve as a DePaul University Student
Advisor, serve on the Miss Dorothy Heart Award
committee (and am a past recipient), and I even
pick up dog poop that is not Fenwick’s. ••
21
A S K T H E E X P E RT S
Wedding Planner Magazine Advisory Board
TACKLES YOUR TOUGHEST QUESTIONS
By Tonia Adleta, PWP™, Aribella Events - Frank J. Andonoplas, MWP™, Frank Event Design - Alan Berg, www.AlanBerg.com - Donnie Brown, CWP™, Donnie Brown Weddings
and Events - Merryl Brown, CWP™, Merryl Brown Events - Mark Kingsdorf, MBC™, Mission Inn Resorts - Carmen Mesa, MBC™, Carmen Mesa Weddings and Events, Inc. Shelby Tuck-Horton, MBC™, Exquisite Expressions and Events
Q: “How can we avoid ‘no shows’ to appointments without charging?”
this service (especially if it is your first client), be sure you are familiar and
- Frances Reed, Distinct Elegance Bridal Boutique, Cedar Hill, Texas comfortable with the venue(s) and the event professionals that have been
secured and that you have thoroughly reviewed all contracts. Plan a site
visit with everyone involved at least four weeks in advance. You are only
A: “My administrative assistant does a follow up confirmation the day
before the appointment. If we don’t hear back, we try again the day of the as good as your last event, and if the first one doesn’t go well. . .”
meeting. I arrive 30 minutes before the scheduled meeting and wait for 30 - Carmen
minutes. If they don’t show, I call. At this point, I don’t expect an answer. I
“Know every last detail to the wedding like you planned it from the
say, ‘I’ve been here for 30 minutes waiting for our scheduled meeting, that
start. Personally, I rarely take on this level of service. But when I first startI tried to confirm since yesterday. I hope you are okay! Please feel free to
call me if you’d like to reschedule.’ (In other words, I am not waiting for you ed, I did not have this luxury, and it is a great way for novice consultants
any longer, and I can’t believe you couldn’t at least call or email to cancel.) to learn and meet new vendors. However, you do need to be prepared to
Unless some very extenuating circumstances happened, I know I won’t hear solve day-of emergencies, and sometimes that comes with experience.
. . . I also require knowing which vendors clients have selected. If there
back from them, which is fine. Do I want them as a client?”
- Frank is someone I prefer not to work with, I pass on the opportunity. I have
learned (the hard way) all business is not good business.”
- Frank
“My ‘no shows’ decreased when I started confirming appointments
by email and text the day before. I also take a credit card number and
Q: “ What are the benefits of being a member of the Association of
explain that I will charge the card if they do not call to reschedule 24
Bridal Consultants (ABC), and how can I get a mentor?”
hours before their appointment. If they have a legitimate reason for not
- Anonymous
doing this, I do not charge their card. However, by taking the card number
and explaining the policy, our couples show up for their appointments.”
- Shelby A: “As with any organization, you get out of it what you put into it. Be active! Go to meetings. Go to conference. There, you will meet established
consultants. That is how I met my mentor, back at the Hawaii conference
“I don’t set an appointment with a potential client until I have prequaliwhen I was starting out 20-plus years ago. Now, she sometimes calls me
fied them by phone. When we do meet, it is because we are both interfor advice! It’s so flattering. We’ve become great friends, too, and have
ested in pursuing the relationship.”
- Carmen catch up ‘wine time’ phone calls.”
- Frank
Q: “What ‘day-of’ advice do you have for one planning their first wedding?”
“There are numerous member benefits, but to me, the best and most im- Annie Sparks, Anne Maureen Events, Church Hill, Md.
portant are the industry relationships and friendships with ABC members
throughout the world. Local, state, and national meetings offer great
A: “The best ‘day-of’ advice for someone planning their first wedding is
educational opportunities. Get involved and attend as many as you can.
to make certain that, prior to the wedding, he or she has contacted each
Once you begin building relationships, I’m sure you’ll find a mentor.”
wedding service provider to ensure that all wedding details and outstand- Carmen
ing balances have been confirmed. By doing so, you eliminate wedding-day
problems. Also, prior to the day, develop a timeline that will be used by all of
the wedding professional team so that everyone is using the same document. “There are many benefits to being an ABC member, but the ones I enjoy
most are the networking and education. I value the relationships that I
Wear or bring comfortable shoes because wedding days are long days.”
have built with others — not only within my state at quarterly meetings
- Shelby
but nationally and internationally. As much as possible, I take advantage
of ABC seminars and workshops, as well as annual conference.”
“Here are the documents you must have when doing a day-of event: a
- Shelby
detailed timeline, vendor list with cell numbers, all vendor contracts,
to-bring list that you will also use for strike, the CAD of the space, table
Q: “If you weren’t a bridal consultant/wedding planner, what career
seating chart, and alphabetized guest list. You must be exceedingly well
organized with every event. The more organized you are, the less stressful would you have chosen, and why?”
- AnnaMarie Wintercorn, MBC™, Elegant Weddings & Events, Stuart, Fla.
the day will be. For your first wedding, bring someone with you who has
done a wedding before. Don’t worry about making money the first time,
A: “I would probably have been in PR. I love working with clifocus instead on learning the ropes. The money will come later.”
ents, and I love crafting a great story both verbally and through writing.”
- Merryl
- Merryl
“First, there is no such thing as ‘day-of.’ Wedding-day direction services
begin at least six-to-eight weeks from the wedding day. If you are offering “I would have rather had a career as an actor in musical theatre or been
a television news anchor. While at a wedding, I do my best to stay out of
the spotlight, since it is their day, not mine, but I don’t mind being in the
Ask Our Experts!
spotlight from time to time.”
Is there a situation that’s been puzzling you? Do you want
- Frank 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 city and state. Questions are answered by our
Advisory Board.
22
“I would have been a teacher. I taught for a few years when my children
were younger and we moved to Florida. I love seeing the amazement in
the eyes of someone who learns something knew. Today, I thoroughly
enjoy giving back to new planners and sharing my knowledge.”
- Carmen
international: the Greek islands 15
state of the industry 18
5 tips for Bridal show success 24
farm-to-taBle: fad or future? 25
5 Ways to Get Strong Referrals 10
2015 Industry Conference List 13
Dollars & Sense: 3 Financial Tips 20
Signature Sasha: An Interview with Sasha Souza 28
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23
A RECIPE FOR SUCCESSFULLY WORKING
WITH OTHER EVENT PROFESSIONALS
BY HEATHER FLEMKE, NATIONAL ASSOCIATION FOR CATERING AND EVENTS, COLUMBIA, MD.
own distinguishable styles, tastes, and nuances
when it comes to their work. It is easy to understand how the visions of a soon-to-be married
couple, along with that of the participating
event professionals, could conflict with each
other in various circumstances. “Patience is a
really good virtue when working with other
INGREDIENT #1: PLAN FOR THE FUTURE
professionals,” says Shields. “No one will get
There is a great deal of blood, sweat, and often
tears involved in planning a wedding. Anticipat- anywhere if you just draw a line in the sand.
ing that issues may arise, it’s best for hired event You have to be willing to play nicely together in
the sandbox.”
professionals to connect and coordinate at the
beginning of the process to avoid unnecessary
When dealing with issues among other profespitfalls. In most local areas, prominent florists,
sionals, it is important to sit down with the
lighting specialists, vendors, linen companies,
and others will have already established working individuals and address the misunderstanding,
rather than display the conflict in front of
relationships and an understanding of each
other’s abilities. However, it is not a bad idea to the client. Do whatever it takes to keep the
have an engaging conversation over the phone or relationships cordial and civil because, at the
in-person to discuss what each person envisions end of the day, the event ultimately needs to be
flawless and the client needs to be happy. Try to
for the event. It is vital to stress, particularly
make the process as seamless and professional
for vendors, what the rules of the venue are,
including the hours of availability, what specific as possible. Whether the interaction behind the
scenes is going well, the client should remain
rooms are available for rent, and so on. “By
reinforcing a consistent vision, all participating unaware. Professionalism is key.
event professionals can efficiently maximize
INGREDIENT #3: ACT AS A GUIDE
the time they have to make it all fit,” says Terry
Nowadays, clients have access to Pinterest,
Shields, CPCE, CSEP, director of catering and
events at Rosewood Mansion on Turtle Creek in Instagram, Tumblr, and other social media channels that provide inspiration for their big day.
Dallas, Texas.
Although this has been a huge benefit for clients
looking to break the mold of a traditional event,
INGREDIENT #2: PLAY NICE IN THE
it has become a brain overload for many. People
SANDBOX
Professionals in the events industry have their can lose focus of their theme or vision in an
When it comes to wedding planning, the
tendency to have “too many cooks in the
kitchen” happens all too often. So here’s a
recipe for successful event relations for event
planners and professionals.
24
effort to include the various floral arrangements,
food ideas, cocktail recipes, and decorations
that they see while scrolling through their social
timelines. Event professionals are not just planners; they are experts as well. Whether you are
a florist, photographer, vendor, or planner, it is
important to help the clients narrow their ideas
and lead them in the right direction.
Customization is a huge trend right now. It’s all
about what the client likes. This can be cumbersome for people who aren’t used to planning
events. For example, it’s not uncommon for
a couple to unwittingly slide into playing the
wedding coordinator or event planner role for
their own wedding. “The line between logic and
emotion is very thin when it comes to weddings,” says Shields. “Planners need to manage
their clients so they find the balance between
the two.” One way to remedy this is to learn
everything you can about the client and give
them the best choices possible for their vision.
Creating a log of photos and themes or ideas is
important to do, but weeding out or narrowing
down these ideas by making them cohesive is
absolutely vital.
Overall, when combining these ingredients,
the final product should, hopefully, result in a
successful event for an extremely happy couple.
For event planners and professionals alike, this
job is best served with a shared congratulatory
drink post-event. ••
the Benefits of Shared Space
ABC MEMBER INSIGHT
TWO ARE BETTER THAN ONE:
BY LISA MARIE BLINN, PWP™, L. MARIE EVENTS, LOCUST VALLEY, N.Y.
add bio
Timing is everything. This was just the case when John Goolsby of benefits to shared space. That means more money for working capital and
Godfather Films and I decided on sharing an office in New York. Here
more take home pay. However, it also means that if one of the companies
are a few things we learned along the way.
runs into financial trouble, the other is responsible for it all.
FIND THE RIGHT PARTNER
The most important thing for me, was that I was connecting my business to someone who shared my work ethic, commitment to providing
clients with great service, and passion for the industry. Having known
John throughout the years through the Association of Bridal Consultants, and knowing his role in the organization, my initial thought was
that it would work out well. John had his own requirements in an office
partner. “For me, based on past experiences, I knew it was crucial to
share a space with someone you trust and respect,” he says. “You need
to know that you are working with someone who will be honest and
responsible in business dealings. I was also aware that when you connect
your business with another’s, their image reflects on yours. I never have
to worry about a client getting a bad first impression if they are greeted
by Lisa Marie in my absence.”
COURTESY AND RESPECT ARE RULE #1
Working out a mutually agreeable schedule and respecting each partner’s ownership is the key to success. Although, if needed, our space
can accommodate both of us with clients, we worked out a schedule so
we weren’t crowding the other person during work hours or consultations. John is based in California, so I am the one most often in the
office. As a result, it would be easy for me to make decisions without
consulting John, but I won’t hang up a picture without speaking with
him first. I’d want the same input if I were in his shoes. It comes down
to consideration and respect.
SHARED SPACE = SHARED EXPENSES
Sharing office space with another business or entrepreneur is not
something to take lightly. While there are many benefits to partnering
with another professional, there are also risks. Immediately, we knew that
sharing the expenses, and there were quite a few, was one of the greatest
Lisa Marie Blinn, PWP™, is the owner of L. Marie Events, founded in
2008 and located in Locust Valley, N.Y. She is a certified green wedding planner and the Long Island LNG director for the Association of
Bridal Consultants.
MAKE THE BOUNDARIES CLEAR TO CLIENTS
Just as imperative as the rest is the agreement that our clients are never
made to feel as if we are a package deal. There are no hurt feelings. It is
one office, but we are still completely separate businesses. John and I
CREATE AN IMPRESSION WITH THE RIGHT SPACE
enjoy working together on events, but scheduling and client needs don’t
Once you find the right partner, taking the time to find the perfect space always make that possible. We both work with experienced and talented
is worth it. In our case, we looked at a number of spaces that just didn’t planners and videographers whom we love. Each of those professional
feel like the right fit for what we wanted to create—a functional, yet
relationships are important to us, and we wouldn’t want to do anything
inviting space that would allow our clients to feel at home when they
to jeopardize that.
walked through our doors. The search was a little discouraging. Finally,
we stumbled upon the Locust Valley office, and everything, from the
Coming upon the end of our first-year at 4 Buckram Road in Locust
date of availability to the proximity to the train station to the layout of Valley, N.Y., we’re looking forward to the next. And we agree that the
the space, was exactly what we wanted.
decision to share office space has been very rewarding. ••
25
F E AT U R E
THE ROAD TO SELF-PUBLISHING
BY LYNDA BARNESS, MWP™, I DO WEDDING CONSULTING, PHILADELPHIA
up your book and maybe buy it. Ask for
suggestions. Sometimes, the right title
comes from where you least expect it.
For me, it was from one of my sons-inlaw who said, “Since this book is about
1. JOURNAL AND TAKE NOTES.
your business, why not call it what
Writing isn’t a trip down memory lane. It takes time and preparation. If
it is?” And I DO: A Wedding Planner
you’re interested in writing a book, get started now by keeping a journal. I
Tells Tales became the title. From
couldn’t have written my book retrospectively, as I could not have rememthere, I had to find a photo and create
bered the details from more than a decade of wedding planning. Instead,
attention-grabbing copy for the back
I kept jotting down my experiences along the way. But, having the copy is
cover. Make sure you hire a profesonly the beginning.
sional graphic designer to do the cover.
2. HAVE A PLAN.
7. FIND THE RIGHT
Years later, after extensive journaling, I had 450 double-spaced typed
SELF-PUBLISHER.
pages. From time to time, I would revisit something but didn’t have a
grand plan. Then, one evening, on my way to another event, I stopped at a The final piece, of course, is locating a pubNational Association of Women Business Owners networking event. And lisher. Each offers different, tiered packages
from which you will need to select. Some inserendipity played its hand. The first woman I recognized was someone I
had met a few times but didn’t know well. She knew I was a wedding plan- clude marketing. As an author, I had to give
ner but had no idea about my writings. The first thing she said to me was input about the dimensions of the book,
color of the paper, font, and more. There were
that she was organizing a seminar about writing a book. She suggested
several proofs in the process along with
that I write one about wedding planning and attend her meeting.
an interior mock-up (including pages
breaks, dingbats, and other issues).
3. LEARN ABOUT THE WRITING AND PUBLISHING PROCESS.
And then there were decisions about
The seminar was just the spark I needed. After, I condensed the tales
how to describe the book for online sales.
by half. Then, a little more serendipity came my way. The woman who
The publisher secured the copyright registraled the seminar was having a mastermind group meeting, at which 10
women got together to discuss their businesses. One of the participants tion and the Library of Congress Control
Number. Finding a great publisher with
had written several books and used an online publisher she recomwhom to work makes the process easier.
mended highly. Then, my work began in earnest.
In the end, there were more
4. HIRE A PROFESSIONAL EDITOR.
details that went into getting
Just as brides and grooms hire professional planners and other profesa book published than I’d ever
sional industry pros to get the wedding of their dreams, writers also
should hire editors to get the book of their dreams. Network and find an considered. But the best feeling
of all was holding the finished book in
editor to develop and refine your work. Good editors retain your voice
but tighten up the language, suggest spots where additional writing will my hands! ••
enhance or clarify the message, and, overall, make the book a better
reading experience. Prior to hiring an editor, I never would have believed
the difference one could make in the end product. It is invaluable, and it Win a Copy!
“Every wedding has a story, and
made me more confident in my work.
no one knows this better than a
wedding planner.” Thus begins the
5. HIRE A PROOFREADER OR COPYEDITOR.
description for Master Wedding
Next, hire a professional proofreader or copyeditor. This is different
than the editor who helps develop or refine the copy and is another vital Planner™ Lynda Barness’ new book,
I Do: A Wedding Planner Tells Tales
step. Authors write and revise and review the copy so many times that
it’s hard to see errors. Though the computer’s spellcheck helps, it is not self-published on iUniverse. The book
is available on the web through the
enough. What’s more, professional proofreaders and copyeditors look
Amazon and Barnes and Noble websites
for things like split infinitives, parallelism, consistency in terminology
and retails for $17.95 hardcover or $3.99 for
and expression, and other elements they have received training to see.
the Kindle or Nook, but you can win a copy
by emailing your name and address to editor@
6. CREATE A TITLE AND COVER THAT GRAB THE READER.
One of the most agonizing aspects of self-publishing is creating a title for weddingplannermag.com by Thursday, Dec. 10,
and putting “I DO” in the subject line.
your book. The title drives sales. It’s the hook that gets someone to pick
Writing a book is an act of love. It takes time and effort,
concentration and perseverance. Here are a few tips I learned on my
road to self-publishing I Do: A Wedding Planner Tells Tales.
26
27
SOME THINGS ARE HERE TO STAY
How to Marry DIY and Professional Wedding Services
BY MEGHAN ELY, OFD CONSULTING, RICHMOND, VA. PHOTOS BY SERA PETRAS PHOTOGRAPHY
As the economy has shown signs of recovery
from its most recent recession, many believed
that the DIY trend would fade. The reality,
though, is that it’s here to stay, albeit in an
evolving form. Indeed, a whole industry,
anchored by Etsy and Pinterest, has developed
around it. Successful wedding companies today
must follow the example of such industry leaders, growing and adapting as the customer base
shifts. That means, it’s time to embrace DIY.
Woodinville, Wash., suggests another option.
“We work with clients to set up realistic expectations on when they will finish their DIY projects,
and what the options are if they do not finish a
project.” By supporting the DIY couple, Taylor
keeps her services valuable and accessible.
KEEP THINGS PERSONAL
Pros, take note: The fundamental purpose of
DIY is changing. It’s now less about saving
money, and more about personalization. One
of today’s biggest trends is customization,
EDUCATE OR ILLUMINATE?
The first instinct is to “educate” couples, teach including details that reflect a couples’ love
story, relationship, hobbies, and interests.
them the value of professional services over
DIY. This approach is often perceived as preachy Take advantage of the desire to personalize
and listen carefully early on in the process,
and self-serving. That’s no way to develop a
seeking ways to offer unique, personal
relationship with prospective clients. Instead,
emphasize the benefits of professional services touches. “Market research shows that couples
today don’t do DIY projects just for the money
that allow couples to:
savings,” explains Kara Buntin, of A Cake
SAVE TIME. FOCUS ON OTHER IMPORTANT to Remember in Richmond, Va. “They do it
because they enjoy participating in the planASPECTS OF THE WEDDING. SAVE MONEY.
ning and execution of the décor and as a way
Many don’t realize that DIY projects can cost
to really personalize their weddings.”
more than estimated. Vendors work with
suppliers on a regular basis and, in many cases,
receive a wholesale discount that can be passed Wedding planners need to monitor DIY trends,
such as handmade runners, silk ribbons, and
on to the client, so they pay less than if they
candles, and consider leveraging them into an
purchased directly.
additional revenue stream. Seek companies
Save the inevitable anxiety that comes with DIY with stellar products and develop a wholesale
projects. Demonstrate that what your prospects relationship with them. When you next sit with
a prospect or clients, offer the personal touches
really want is to relax and enjoy their celebration without the hassle of impending deadlines in-house. And before you consider discounting, note that you have already added value by
and incomplete work.
making your services convenient and one-stop.
“We’ve built many mutually beneficial relationCallandra Caufield, chief wedding and event
producer from Postcard Weddings and Events, ships with florists and wedding planners over
Inc., Canada, offers a wedding-month manage- the years,” says Igal Sapir of 100Candles.com.
“It’s ultimately a win-win situation. Couples
ment package. This “allows a couple to plan
get the centerpieces they love at a better price,
their whole wedding, and then hand if off to a
professional to confirm details and execute the while planners add value to their services and
actual event,” she says. It is an example of com- become more competitive in the workplace.”
promise between professional and DIY-friendly.
Finally, it never hurts to project an appreciation
for DIY to attract couples who are so inclined.
Jennifer Taylor of Taylor’d Events Group,
28
“We like DIY’ers because they often have a real
understanding of creativity and an appreciation for an artistic look,” says Jason Turner of
Turner Photography in Frederick, Md. “Many
weddings follow the same usual routine with
the same usual adornments, so when we have
the opportunity to photograph handmade, well
thought-out details, it always makes us happy…
and it makes us look good.”
BECOME THE DIY GURU
Several companies are thinking outside the
proverbial box, and beyond consumer education
to focus on solutions allowing them to “marry”
DIY with their professional services. Some
host workshops to teach couples to do things
on their own. Their justification? The couples
weren’t going to hire pros anyway, so why not
offer an alternative paid service they appreciate? If you try this route, consider holding local
workshops and think of a broader audience for
your expertise. Create a guide, how-to sheet,
or record a webinar – all products you can sell
repeatedly to a boundless audience online.
Those with the craft gene can take inspiration
a step further by opening up an Etsy shop, for
example. This lets you build revenue in the
off-season by stocking up on and creating items
in advance. “I started selling cake decorating
supplies and gumpaste flowers on Etsy and in
my own online shop,” says Buntin. “My target
customer was the DIY bride, but I also sell to a
lot of decorators and crafters at this point. I’ve
also done tutorials on how to decorate cakes,
posted Youtube videos on how to use the sugar
flowers on cakes, and written an e-book tutorial
showing how to make a basic DIY wedding cake.”
If you embrace DIY, you could offer an entirely
additional revenue stream to your current base
as long as you have the time and resources to do
so. Above all, trust in your services, maintain a
positive attitude, and be open to the changing
market because DIY is here to stay. ••
I N T E R N AT I O N A L
WEDDINGS
OUT OF AFRICA—SOUTH AFRICA THAT IS!
BY MILENA SANTORO, CMM, CMP, PIDP, MS PRODUCTIONS, CANADA AND EUROPE,
AND CHRISTINA HOLT, WEDDING CONCEPTS, CAPE TOWN, SOUTH AFRICA PHOTO BY JEAN-PIERRE UYS
the oldest male, usually a relative of the
couple, giving a blessing. At the Karamu, table
decorations are often symbolic. They can
include four elements that can be tasted—
lemon, vinegar, pepper, and honey. Often,
these are put into pots that are incorporated
into the floral centerpieces. Guests are given
a spoon and a card explaining the tradition.
They are invited to taste the four symbolic
BARBECUE, ANYONE?
elements alongside the newlyweds. The ritual
South Africans love a braai, and you probably
dramatizes a traditional promise to love “for
will, too. A braai is a barbeque celebration
LOCATION! LOCATION!
better or worse, for richer or poorer, and in
featuring a variety of meats, and, near the
The Winelands, located just outside of Cape
coast, fish and rock lobster. For traditional fare, sickness and health.”
Town, offer the largest choice of historic and
try pap, a barbecue food made of corn maize
modern venues in picturesque settings. The
Another tradition is to include kola nuts,
many outstanding South African wine vintages and often served with onions and tomatoes.
South Africans so love their braais that Sept. 24 either on a decorative branch or in a vase. The
provide a wide variety of choice for the most
is National Braai Day, a celebration that gives a kola nut is a symbol of healing and is used in a
discerning palate. Game reserves, such as
variety of medicines. These nuts are exchanged
nod to South African heritage.
the Kruger National Park or Madikwe Game
with friends and family to symbolize the
Reserve, offer stunning settings with backhealing of differences. African weddings often
WANNA DANCE?
grounds that include diverse, exotic wildlife.
Vibrant African entertainment is guaranteed to display 12 items representing different aspects
Stylish lodges can provide a luxurious oasis
make your celebration memorable. South Africa of strength and love that bind together the
among the plains, which are famous for their
music is extremely diverse. If your couple wants families. These include: water, wheat, wine,
wildlife safari excursions.
trendy, they can dance to Kwaito, a music form honey, salt and pepper, a pot and spoon, a
spear and shield, a broom, and a copy of the
born in Johannesburg in the ‘90s. Similar to
Cape Town, known for its artsy and buzzing
Bible or Koran.
hip hop, it features vocals and catchy melodic
energy, was voted one of CNN’s 2015 “Top 10
and percussive loops that include African
World’s Best Cities.” It offers exceptional Five
sounds. If this isn’t their style, traditional Afri- Other wedding traditions abound. In a Ndebele
Star hospitality. Just imagine a wedding photo
wedding, all women wear a goatskin apron
can music or jazz can enliven any celebration.
session using the historic buildings of this city,
adorned with beads. Zulu brides often wear a
such as the Houses of Parliament, for a gracious
traditional red headdress made from the bride’s
CULTURAL TRADITIONS ABOUND
formal backdrop, or a bridal couple photomother’s hair. After the marriage ceremony, the
graphed on one of South Africa’s sandy beaches. African weddings have a variety of tradibride is led to the groom’s house where a cow is
Scenic seaside weddings are also possible around tions couples might choose to enhance their
slaughtered, and as a new family member, the
Durban and on the shores of the Western Cape. destination wedding experience. In addition
to exchanging rings and lighting a candle after bride puts money in the cow’s stomach.
their vows, Africans often symbolize the union
TEMPERATE CLIMATE/FLORAL DIVERSITY
Whatever the tradition, South African
by having their wrists bound together with
South Africa is famous for its sunshine. You
celebrations make a lifetime of wonderful
grass or other natural materials.
might not need to unpack your umbrella. It’s
and unique memories for the special couple
a relatively dry country, with half the world’s
and their guests. ••
average of rainfall. The Western Cape gets most The wedding feast, or Karamu, begins with
Looking for a wedding or honeymoon
setting that combines beautiful scenery, worldclass wineries, and opportunities for a bush
or safari experience? Consider South Africa.
South Africa has emerged as one of the world’s
top wedding destinations. Celebrations can be
centered in the beautiful countryside, in one of
South Africa’s bustling cities, or in a combination of the two locales.
of its rainfall in winter, from June to August,
while the rest of the country generally has it’s
rainfall during summer. This climate produces
rich flora and fauna. Known for its floral offerings and designs, floral designers can choose
from among 20,000 different plants for their
unique creations.
29
I N D U S T RY B E S T P R AC T I C E S
HOW DO YOU USE
TO BUILD YOUR BUSINESS?
“I love using Instagram to connect with editors and freelance writers. I tend to find more
press opportunities on Twitter and Facebook,
but Instagram is where I go to focus on
cultivating media relationships. I find that
Instagram shows more of a human side to our
respective companies, so the connection is
more authentic.” “We have listed our ‘Insta’ account on everything and are working to build that. Usually,
we try to keep it to showing new product and
imprinted product that we create. Slowly but
surely, we will add more of our couples and
events to increase interest. I try to follow as
many professionals in the area as well and get
followed by pros and prospective clients alike.”
“[We] encourage clients to create a personalized hashtag for their wedding. We create
signage to place around at the wedding, to
encourage guests to post pictures from the
wedding. At the end of the night, the couple
has a library of pictures of their wedding on
Instagram that they can view and share with
friends and family.”
“We started using Instagram four months ago
and already have more than 4,000 followers!
We are surprised at how brides, and girls
who are going to celebrate their Sweet XV (in
South America we celebrate 15, not 16), follow
us on Instagram and comment on every
picture—be it a party, a ceremony, or an event
detail.”
“Instagram has become an essential tool. We
use it to keep our followers informed of our
current events and to increase our presence
with viewers by using hashtags from the
venue. The hashtags allow prospective brides,
checking out a venue, to see our product in
the space. This is visual confirmation that we
are the company for them.”
“Couples and potential clients like to know
the full person, not just the ‘wedding business
face’ . . .So, I post a mixture of images on
Instagram—details from weddings (my future
couples say they love using this for ideas of
their own), fun things I’m up to in my downtime, travel, and inspirational images. And I
think of useful, searchable hashtags to add.”
- MEGHAN ELY, OFD CONSULTING,
RICHMOND, VA.
- BARBARA DIEZ, MWP™, BARBARA DIEZ EVENT
PLANNERS, BUENOS AIRES, ARGENTINA - DENISE BUZY-PUCHEU, THE PERSNICKETY BRIDE,
SANDY HOOK, CONN.
- LISA ANHAISER, LBL EVENTS DESIGN & RENTALS,
STAFFORD, TEXAS
“Instagram creates awareness and a visual
identity for #brookshireweddings. We post
pictures that highlight our favorite moments,
facility updates, and new blog posts. Consistently using local hashtags as well as our own
hashtag has helped build followers who are
potential clients.”
“Instagram is an easy and popular way for
brides and grooms to share photos and information about their wedding, so it’s important
for wedding businesses to be strategic in
marketing. I suggest establishing hashtag(s) for
any photos you post (in our case, we always
include #njwedding and #njweddings for
- JENNIFER PATTERSON, BROOKSHIRE, DELAWARE, consistency). That way, your photos will be
OHIO
aggregated and viewed in a newsfeed when
someone clicks on any of those hashtags. Post
“Here in NYC, I officiate destination wedoften, share interesting content, be creative
dings for #brides visiting The Big Apple. Many
with your hashtags, and you will get new
tourists only have Wi-Fi signals in their hotel
followers to grow your business!”
rooms, and #WeddingPlannerTeam #Wed- ERIK KENT, NJWEDDING.COM, BELLE MEAD, N.J.
dingDay Instagram posts help friends and
family overseas instantly enjoy #JustMarried
“Instagram is a great tool that helps grow
and #Elopement pics!
my business. I not only use it to showcase
- REV. ANNIE LAWRENCE, @REVANNIENYC,
weddings that I have planned, but I also use it
NEW YORK, N.Y.
as a way to share ideas and trends. A piece of
advice: Always double check spelling before
“In one year, we have grown our followers to
posting!”
almost 3,000. We also book parties directly
- GINA CASTILLO-ALVAREZ, CARTEGENA TEAM
from our activity on Instagram. In addition,
BRIDE, CARTAGENA, COLOMBIA
customers use our site to choose designs and
cookies they like for their event. Our strategy
“At Enchanted Weddings By Design, we love
is to use Instagram to post pictures of parties
interacting with our current clients, future
and events we have done. We also use it to
clients, and followers through Instagram. Instaconnect on a more personal level with our
gram is a great visual tool, which allows us to
followers by posting pictures of [us] as we go
tell a visual story of the planning process. We
about our busy day.”
- DAVII MANDEL, MI CHICAS CATERING & EVENTS, highlight venue walk-throughs, food tastings,
and design sessions. We also utilize posts to
SPRING VALLEY, N.Y.
share ideas that may help our followers in the
planning of their big day!”
- YOLANDA HOLLIDAY, PWP™, ENCHANTED
WEDDINGS BY DESIGN, CHARLOTTE, N.C.
30
- DALIA ATISHA, THE EVENT PLANNER, INC., ROYAL
OAK, MICH.
- BETHEL NATHAN, CEREMONIES BY BETHEL AND
ELEVATE BY BETHEL, SAN DIEGO, CALIF.
“We use Instagram to inspire, motivate, and
educate! Using unique and zany hashtags has
definitely become a best practice for us when
building our business with Instagram. Using
hashtags such as #ManCrushMonday to showcase our grooms or #TalkAboutItTuesday to
pose a question and engage with our followers
has been a huge component of our success and
a way to gain clients that found us on Instagram
and then decided to check us out further. Now
that’s definitely a #WinningWednesday!”
- JON’LL BOYD, MBA, COMPLETELY YOURS EVENTS,
ALEXANDRIA, VA.
“We use Instagram to post images of our
events. We get more likes and comments
there than we do on Facebook, so it has
been an excellent source of PR! We choose
shots that are beautiful and help us tell the
story about what made each event special.
We have made some great vendor and client
contacts via Instagram. It is by far our favorite
social media tool right now.”
- MERRYL BROWN, CWP™, MERRYL BROWN
EVENTS, MONTECITO, CALIF.
“Brides and grooms regularly come to us after
finding a #flowersbycina design through an Instagram hashtag. Pushing our posts into the correct Instagram hashtag searches and categories
allows engaged couples to search via keywords
for what they imagine their dream wedding to
be - and up comes Flowers by Cina!”
- MELISSA MCGOWAN, FLOWERS BY CINA,
GARDEN GROVE/COSTA MESA, CALIF.
Periodical
Wedding Planner Magazine
400 Main Street
La Crosse, WI 54601
ADDRESS SERVICE REQUESTED
JOIN THE ASSOCIATION OF BRIDAL CONSULTANTS
TODAY AND BECOME A CERTIFIED WEDDING PLANNER!
MEMBER BENEFITS OF THE ABC:
• ABC Code of Ethics
• ABC Business of Brides Annual Conference
• Industry training and expertise
• Liability insurance
• Full-time call center
• Revenue programs such as the honeymoon program, hotel
division, and other wedding vendor relationships
• Free and purchased internet listings and bridal referrals
• Professional Development Program and an additional six
educational tracks
CALL AND JOIN TODAY! www.BridalAssn.com or 1-860-355-7000

8 - Wedding Planner Magazine

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