The Publication For wedding Planners, Professionals, And

Transcription

July/August 2012
Volume 2 Issue 3
the publication for wedding planners, professionals, and designers
Destination: Anywhere! 8
What Are You Worth? 12
7 Tips for Assisting Your Assistant 13
Mayan Weddings 14
Business Plan Basics 19
Day-of vs. Full-service Planning 20
The luxury is included.
So is the fun.
At Sandals ® everything you could possibly imagine
h a s b e e n t h o u g h t o f, i n c l u d i n g a l l t h e l u x u r y
of a five-star resort. The difference is that our
luxury is included and so is the fun. After all the
pressure of your wedding, now’s the moment to
let loose and have the time of your life. Experience
more unlimited land and water sports—including
scuba diving and golf *—than any other resorts
on the planet. Savor gourmet dining at up to 15
restaurants per resort. Enjoy unlimited premium
brand drinks including Beringer ® Wines at up to
1 0 b a r s . Re l a x i n t h e m o st u n i q u e h o n ey m o o n
suites in the Caribbean. Making Sandals the
perfect choice for a once-in-a-lifetime honeymoon.
Set Up A Marketing Plan Today
Contact Kim Sardo,
Sr. Director/Business Development
978-281-1119 or [email protected]
®
The Luxury Included ® Honeymoon
JAMAICA • ANTIGUA • SAINT LUCIA • BAHAMAS
THE LUXU RY I NC LUDED® DIFFER ENCE MAKES ALL THE D I FFE R E NCE IN THE WO R LD.
*Scuba diving included for certified divers. Resort dive course and night dives additional. Greens fees additional in the Bahamas and Antigua. Sandals® is a registered trademark. Unique Vacations, Inc., is the worldwide representative of Sandals Resorts.
CONTRIBUTORS
put the
Wow
Mary Dann-McNamee, MA, MFT
into your weddings
California-based Mary Dann-McNamee, owner
of Mary Dann Wedding and Party Coordinators, has planned weddings since 1991. She has
extensive experience in coaching as she holds
a master’s degree in clinical psychology with an
emphasis in marriage and family therapy. She
also has produced “The Wedding Planner Path”
and “The Balanced Planner” DVDs, and is author
of Wedding Wisdom.
Veronica Foster, PBC™
Veronica Foster, PBC™, owner of Behind the
Scenes, Inc., Greensboro, N.C., has been planning
weddings for 10 years. She is the Association of
Bridal Consultants’ North and South Carolina
State Coordinator and President for Wish Upon
a Wedding—North Carolina Chapter. Veronica
sees each event as a unique opportunity to
design the experience of a lifetime. Her company offers full-service and design and décor
planning programs.
Bridal Consultants
&
Weddingstar
the perfect match!
BECOME A WEDDINGSTAR DEALER
• purchase accessories at wholesale prices
• no minimum order quantities • shipping to you or your bride
• 3000+ products with endless personalization options
call today 1.800.661.8096
www.weddingstar.com
JoAnn Gregoli, MBC™
JoAnn Gregoli, MBC™, is owner of Elegant Occasions in New York City. She began her career
as a corporate event planner 20 years ago.
Her company expanded into the destination
wedding field about 10 years ago, specializing in
Europe and the Caribbean. On average, 75 percent of the weddings JoAnn plans are destination events. She serves as the New York Metro
Association of Bridal Consultants Coordinator.
Brigid Horne-Nestor, MBC™
Brigid Horne-Nestor, MBC™, owner of i-do
Weddings & Events, Inc., Cincinnati, has been
a member of the Association of Bridal Consultants since 1999. Brigid speaks at national and
regional conferences encouraging wedding
planners to charge value-based fees. This spring,
she launched www.weddingplannerpricing.
com, a website dedicated to helping planners
determine their worth.
Lisa M. Presnell
Lisa M. Presnell is an ordained minister,
professional wedding consultant, owner of
Vows—Various Occasions and Wedding Services
in Amelia Island, Fla., and catering sales director
for the Golf Club of Amelia Island at Summer Beach. Lisa plans around 60 destination
weddings a year and would love to coordinate a
Mayan wedding.
4
Wedding Planner Magazine
Aspect Photography
27
Table of Contents
Michelle de Villiers for Deep Blue Images
van deusen photography
21
Features
Destination: Anywhere! Tap Into the Exploding Destination Wedding
Market.................................................................................................................................8
The destination wedding market has boomed over the past 10 years, and
with that growth, has come redefinition. Today’s destination weddings
take place anywhere. Find out what these events entail and how your
business can tap into this special service line.
Are You Charging What You’re Worth?................................................................12
Wedding industry professionals offer specialized services based on their
own unique skills and abilities. Since everyone’s different, commodity
pricing rules don’t apply. So how should you charge? Find out how to
determine your worth, without apologies, in this article.
Time for a Pep Talk Coach—7 Tips for Assisting Your Assistant................13
Is your assistant having trouble remembering details? Are you having
trouble finding the right words to get to the root of the problem? Build
a better team with these coaching tips from Mary Dann McNamee.
Day-of Coordination and Full-Service Planning: Which Services Are
Right for Your Business?........................................................................................... 20
Do you prefer the extensive creativity involved in planning a wedding or
do you enjoy the nitty gritty details and organization? What consulting
services are right for your business? What are the risks, and how should
you price these very different services? Find out what other industry
professionals think to help you make your decision.
Departments
International: Mayan Weddings Celebrate Rebirth, Renewal.................... 14
With so much popular talk about the end of the Mayan calendar,
there has also been increased interest in Mayan weddings. An ancient
ceremony filled with time-honored traditions and rituals, the Mayan
wedding is a highly unique destination wedding event.
8
Real Wedding—Italy....................................................................................................25
Four days of festivities with classic Italian décor and style surrounded
this destination wedding in Venice.
Real Wedding—Ireland..............................................................................................27
Celebrating their nuptials and celebrating their Irish roots surrounded by
family were the inspirations behind this wedding.
ABC Member Best Practices....................................................................................29
How do you stay calm in difficult situations?
Columns
Business Basics: The Business Plan: A Blueprint for Success....................... 19
Want to be a success in business—or at least not a colossal failure?
Find out before you start by creating a business plan to start you off
on a successful venture, show you what you need to change in order to
succeed, or show you now is not the time.
Master Bridal Consultant™ Profile: Patti Gehring, MBC™................................21
ABC Member Insight: Tonya Shadoan, MBC™, Circle City Planners..........23
How can you find your niche and stand apart in the crowd of industry
professionals? Find out in this excerpt from Tonya Shadoan’s new book,
Don’t Let the Blond Hair Fool You.
In Every Issue
Contributors..................................................................................................................... 4
ABC President’s Letter.................................................................................................. 7
Editor’s/Publisher’s Letter.......................................................................................... 7
ABC Meetings & News................................................................................................ 16
Advertisers Index.........................................................................................................30
5
letter
Volume 2 Issue 3
July/August 2012
Publishers Nancy Flottmeyer, PBC™
David Wood
Editor Beth Erickson
Creative Director Nancy Flottmeyer, PBC™
Art Designer Nancy Flottmeyer, PBC™
Writers
Speaking of possibilities, whether you are just starting out in your business, exploring
new service lines, or have been in business but never had a business plan, you’ll want
to get started on your blueprint to success with Renee Grannis’ article on business
plans. Your plan will clue you in to what is right—or wrong—with your ideas so you
can tweak, get started, or abandon ship.
Proofreader Kim Seidel
Wedding Planner Magazine and the Association of Bridal Consultants are dedicated
to helping you and your business excel by turning possibilities into probabilities. What
topics would you like us to include? Email us at [email protected].
Above all, don’t forget to sign up for the ABC 2012 Business of Brides conference,
“Diamonds & Denim in Denver,” Nov. 11-13, using www.BridalAssn.com. There will be
countless opportunities and ideas for your business among the presentations by
keynote speakers Donnie Brown, a celebrity wedding planner and Style Network
television host, and Rebecca Grinnals, owner of Engaging Concepts, as well as the
conference presenters. Don’t miss it!
Copyright 2012 Wedding Planner Magazine LLC. All rights
reserved. No part of this publication may be reproduced without
written permission from the publishers.
Wedding Planner Magazine does not necessarily endorse the
claims or contents of advertising or editorial material. Printed in
the U.S.A.
For advertising information: 608.796-2257 or email
[email protected]
© muellerphotography.net
Wedding Planner Magazine, a publication inspired by the Association of Bridal Consultants, is published bi-monthly by Wedding
Planner Magazine LLC, 400 Main Street, La Crosse, Wisconsin
54601. Phone: 608.796.2257. Fax: 608.796.2253.
email: [email protected].
Visit: www.weddingplannermag.com.
Part of your business plan involves analyzing pricing. Get advice from Brigid HorneNestor, MBC™, in her article “Are You Charging What You’re Worth?” Follow it up with
an exploration of the benefits and risks of same-day wedding coordination vs. full-day
planning services. Then, discover your unique niche and use it to set yourself apart
from the crowd with ABC Member Insight from Tonya Shadoan, MBC™. And, get savvy
advice from ABC Member Best Practices on how to stay calm in difficult situations.
© muellerphotography.net
Photographers Aric & Angie Photographers
Aspect Photography
Toni Axelrod
Del Sol Photography
Photo Studio Equipe
HBB Photography
Inku Photography
Mueller Photography
Olivier Kpognon Photography
Paul Versluis
Rochelle Cheever Photography
Van Deusen Photography
© Olivier Kpognon Photography
Mary Dann-McNamee, MA, MFT
Beth Erickson
Veronica Foster, PBC™
JoAnn Gregoli, MBC™
Brigid Horne-Nestor, MBC™
Lisa M. Presnell
It’s so true that “Anything is possible!” Just look at the explosive changes in the
destination wedding market over the past 10 years. What started as a small, niche
market has grown exponentially. Not only have the numbers increased, but the
very definition of what constitutes a destination has been revised. Are destination
weddings right for your business? Discover the challenges and opportunities within
these pages. Then, turn to our International and Real Wedding features and explore
the ancient ritual and charm of Mayan destination weddings, as well as events in Italy
and Ireland.
Nancy Flottmeyer, PBC™
Publisher/Creative Director
[email protected]
Beth Erickson
Editor
[email protected]
July/August 2012
Volume 2 Issue 3
the publication for
wedding planners,
designers
professionals, and
e! 8
Destination: anywher
12
what are you worth?
13
your assistant
7 tips for assisting
s 14
Mayan weDDing
19
Business plan Basics
20
planning
vice
Day-of vs. full-ser
Mayan wedding at
El Taj Oceanfront
© Del Sol Photography
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.
David M. Wood, Publisher
President, Association of
Bridal Consultants
www.weddingplannermag.com
Twitter: @wedplanmag
Next Issue: Catering Trends, Allergy-free weddings,
Contract Negotiations, Creative Revenue Streams.
7
F E AT U R E
Destination: Anywhere!
tap Into the Exploding Destination Wedding Market
By JoAnn Gregoli, MBC™, and Beth Erickson
Destination weddings, by definition, are
weddings that take place in a location where
the bride and groom do not reside. Often,
these weddings are outside of one’s home
country and passports are required. But,
increasingly, destination weddings are being
held a bit closer to home, which expands the
destination wedding market. “Couples can be
very creative, whether they select an exotic
resort in the South Seas, a castle in Europe,
or a lodge in Northwestern Wisconsin.
“Making this happen is our job,” says Mary
Charmoli, MBC™, of Saratoga Weddings, Inc.,
in Webster, Wis.
Become an expert in destinations
Although destination weddings may involve
exotic islands, romantic cities, or foreign
countries, for the wedding planner, destination weddings are a great deal of work. Planners who specialize in destination weddings
typically see 50 percent or more of their
business volume as such. For those coordinating destination weddings where their business
is located, that means communicating with
clients they may not meet directly for some
time. “Last year, 100 percent of my weddings
here at home were destination weddings. My
clients were from all over the U.S. and South
Florida was their destination. In every case,
I did not meet the couple until a few days
before their wedding. All communication was
done through phone, Skype, email, and texts,”
says Carmen Mesa, ABC™, of CCDesigns, Inc.,
in Florida.
8
PHOTO BY Aspect Photography
Some planners coordinate destination events far
from home, which can mean a lot of travel time
as planners must become familiar with the areas
they recommend. Site visits are critical which is
why the Association of Bridal Consultants (ABC)
offers two to three annual trips designed for
attendees to get to know various destinations.
FAMinars, as they’re known, “are a way to learn
about destinations so that you can experience the
food, culture, sites, services, and make contacts to
be able to coordinate a wedding in that destination,” says Elise Enloe, MBC™, ABC vice president
of operations and director of education. Another
option is to become a certified Sandals specialist
through a half-day course offered by the resort.
The course trains individuals who want to specialize in honeymoons and destination weddings at
Sandals venues. Planners who specialize in the
destination niche, must also be willing to travel
with the couple for the event itself.
Glamorous destination weddings
have added challenges
Destination planners face other challenges
unique to their specialty, like identifying
the client. In the end, not only are the bride
and groom the client, but the guests as well.
Planners find themselves playing host by
assisting guests with questions about the
location. The guests see the planner as the
point person in assisting them with travel
plans and questions.
There are also legal and procedural challenges
planners encounter. “We often get in touch
with couples thinking that they can arrange
their legal wedding in one to three months,”
says Annette Tuxen, PBC™, of Weditalia in Italy.
“It can be hard to make them understand that
some procedures, like asking for a marriage license, especially if we are speaking of a Catholic
wedding, do take time. The bureaucracy of Italy
is terrible. It can be quite a clash of cultures.”
Budget, too, can be an issue as couples often
have an unrealistic expectation that holding a
wedding in a foreign country is less expensive
than their home country. “Sometimes it can be
hard to make them understand that if you want
to get married in famous places like Venice,
Rome, Florence, or Amalfi, prices can be rather
steep and accommodations, especially during
peak season, are very expensive. It’s then our
job to make them see the other possibilities
and help them choose the solutions that fit
their expectations, and which do not break the
bank,” says Tuxen.
Research is often the key to getting the
budget right—especially outside your home
country. “When working on a budget or quoting costs to the client, be sure that you have
researched on-island costs and have these in
writing. For example, flowers can cost more
than five times what they are in the U.S.,”
says Mesa. For Charmoli, planning destination weddings to her small community, the
opposite is usually true. “Often, having a
wedding out of a larger metro area is less
expensive overall,” she says.
TOP RIGHT: Planner: Mountains and Meadows.
RIGHT: Planner: Moon and Sun Weddings.
Ceremony: Citta della Pieve, Italy. Reception: Hotel
Vannucci, Italy.
BOTTOM RIGHT: Planner: Veronique Bise, Weddings
By Vero, Grand Cayman. Location: The Wharf
Restaurant, Grand Cayman.
Toni Axelrod
Rochelle Cheever Photography
Aric & Angie Photographers
TOP LEFT: Makeup: Flaunt Make Up. Flowers:
Spinning Web. Caterer: JW Marriott Ihilaini and Spa.
Location: Lanikuhonua, Oahu, Hawaii.
BOTTOM LEFT: Event designer and wedding
planner: Alene Gamel, owner of I Do I Do Wedding
Planning, LLC. Location: Carillon, Fla.
HBB Photography
BOTTOM RIGHT: Planner: Veronique Bise, for Weddings By Vero, Grand Cayman. Venue: The Wharf
Restaurant, Grand Cayman.
feature
LEFT: Planner: First Comes Love Weddings and
Events Location: St Kitts, West Indies, Caribbean.
Logistics, logistics, logistics
Logistical considerations and back up plans
are also critical to address in destination
planning. Rain and back up options are
musts. Many hotels have small or limited
event space to host an inside event, so the
planner must consider renting tents to
ensure the wedding occurs without a hitch.
Find out if the location or venue offers tents
before you suggest a location. If it cannot accommodate a rain plan, move on. Sometimes,
this leads to disappointment for couples
set on a certain locale. “Occasionally, their
dreams are not reality-based and compromises are difficult to swallow. Breaking the
news is often more difficult than solving the
issue,” says Charmoli.
Explore the hotel capacity. Are there enough
in the area to accommodate guests who
cannot afford the host hotel? Unearth all options, then, make a recommendation, keeping
in mind the added transfer costs from one
hotel to another.
For vendors, it’s crucial that planners know
the work permit or visa rules if the destination is foreign. Supplementing local talent
with outside talent might not be possible as
the talent could be barred from entering the
country. Planners should also know the local
vendor market, and find out what they are
able to produce—keeping in mind that even
if a hotel has a recommended vendor, they
may not always be the best choice. “I have
always tried to work with an ABC member
when doing an event in an area that I am not
familiar with,” says Mesa. “They know the
ins and outs of their market and can guide
you to the services you require. If there is
not an ABC member, I usually contact the
Convention and Visitors Bureau or ask the
hotel or venue for their preferred vendor list
and contact the service providers after I have
done a little research.” Checking references
and getting everything in writing is also
important so nothing gets lost in translation.
“With regards to décor,” says Mesa, “be sure
that you communicate exactly what you need
and want in writing and with pictures. Not
everything that is available on mainland
U.S. is available on the islands.” In her small
resort community, says Charmoli, “We
have fewer choices and options for vendors
than they may have in the larger cities. Our
products and services may not instantly be
available. This small vendor base makes for
great teamwork, however, which is also part
of our charm.”
Above all, if the hotel or resort the couple selects
has an on-site event planner, get to know him or
her well. Most, if not all, properties have on-site
9
feature
Destination
planners who are the contact people for weddings. Many welcome outside
planners, but some do not. Keep in mind that you have to work with them.
They become part of your team and will offer valuable guidance in helping
make things happen or solve problems if something goes wrong.
Let the brides know where to find you
When marketing to the world of destination brides, the key is to reach
brides where they’re looking. Consider advertising in Destination
Weddings and Honeymoons or get listed on The Knot or Wedding Wire as a
destination specialist. Tuxen uses her blog, http://wedditalia.wordpress.
com/, to connect with brides. She’s also active on Facebook and believes
strongly in networking with wedding industry professionals around the
world. “Sometimes, you are lucky to get in contact with the right person,
allowing you to grow your business,” she says. Referrals are another solid
way to grow business, says Mesa.
The marketing is different for Charmoli, who sells her northwest
Wisconsin resort community as a destination. “Because I live in one
of those small resort communities and am the only consultant within
a two-hour radius, I appear at wedding fairs, on our local Chamber
of Commerce’s wedding-dedicated webpage, in a state-wide wedding magazine, the telephone directory, and small niche newspaper
inserts. The ‘old-fashioned’ advertising still works here, though we
also use some social media.”
The charm is in the details
Despite the hours logged in travel and planning, the extensive research
involved, and the unique challenges inherent in planning a destination
wedding, those who do it daily love it. “Destination weddings are probably the part of my job that I love the most,” says Tuxen. “The brides we
get are confident that we do our utmost to make their day perfect—and
that makes us all feel much more relaxed and get things going in a
smoother way.”
How destination wedding specialists make those weddings perfect is
in the details—incorporating local traditions, customs, and flavors
into the day. Perhaps it’s being entertained through dinner by a local
Mariachi group, dining on regional fare, drinking local wines, or gifting
guests with sweet treats from the area. “Each time, we offer something
different, depending on the style and taste of the couple. I could never
think of doing the same for everyone,” says Tuxen, who has arranged
varied events for her destination weddings including wine tastings, spa
treatments, and tours of the Italian countryside.
Warm memories and happy endings
With long hours, aching feet, and bad hair days in the tropics, destination planners might return home more tired than they left but, in
the end, the memories that are created for couples are life-changing
moments that lead to happy endings. “Up until now, among the biggest
challenges we’ve had, are a symbolic destination wedding which was
planned in just three weeks; a double, twin wedding; a Catholic-Protestant wedding that needed the authorization of the Bishop; super-small
weddings and quite large weddings; relaxed country-style weddings and
hyper-modern weddings; beach, lakeside, and vineyard weddings,” says
Tuxen. “Oh, yes, destination weddings can be anything like this, or not
be like this at all. And we are always happy to help out.” ••
10
wedding planning
101
Talk the Talk—Know the Terminology
Resorts offer the most comprehensive meal packages, but the destination wedding specialists should know the terminology associated with hotel rates:
AP—American Plan: Three meals a day are included in the room rate.
EP—European Plan: Lodging only is quoted and no meals are included.
MAP—Modified American Plan: Two meals a day are included in the room rate.
CP—Continental Plan: Continental breakfast only is included in the room rate.
All-inclusive—All drinks, meals, and activities are included in the room rate.
Hot Tips Make Destination Planning a Breeze
• Budget right—develop an overall budget, keeping in mind added expenses you
may incur, such as travel, hotel, meals, transfers. Buffer in any exchange rate for weddings that occur in Europe, Asia, or Mexico.
• Hire a translator—to help you become familiar with the location.
• Find a destination friendly locale—in Europe there are many hotels that do not welcome weddings.
• Block out airfare for guests with the preferred carrier—keep in mind origination
points and connections. Take a test run of the transfer time and transfer type required to get the guests from point A to point B.
• Keep your rental contracts handy—shipping items ahead may cause a problem if they get stuck at customs. If you take things with you, like linens, pack them separately and include your rental contract inside. Keep an extra copy with you. If you get stopped at customs, you can show that these are a rental and the items will come back with you and are not being sold.
• Learn the marriage license requirements for the destination you are
recommending—for instance, in France, the couple must live in that country
for 60 days to be eligible to get married there.
• Watch the weather for the dates of the wedding—don’t plan a Caribbean
wedding during hurricane season.
• Get a website and plan ahead—available through The Knot or consider
www.weddingwindow.com. Allow six months mailing for destination wedding Save the Dates. Consider an online version.
• Remember the gown—when traveling with your gown, don’t let the bride check her gown as luggage, she may never see it again. This applies to all members
of the bridal party. For brides, Wedding Gown Specialists offers a destination gown travel kit that fits in most airplace overhead compartments
(www.weddinggownspecialists.com).
• Prepare for windy conditions—make sure the veil is weighted for weddings on a beach or it will whip around, obscuring the bride and hitting guests as the bride walks down the aisle. Weighted magnetic veil clips are available through www.savetheveil.com.
• Passports—remind guests that valid passports are required for any travel outside the United States.
• Keep an emergency kit—carry stain sticks with you at all times and a steamer, along with adaptors in case you cannot plug into the power strips at the hotel.
• Have your couple buy insurance—require clients to purchase wedding insurance through vendors like www.travelers.com or www.wedsafe.com along with travel insurance.
• Travel has become safer, but one never knows what can or will disrupt a destina-
tion wedding—weather conditions, illness, government issued warnings, etc.
Are You Charging
What You’re Worth?
By Brigid Horne-Nestor, MBC™
When I started my wedding planning business over 15 years ago, I
had no idea what I should charge. Not yet a member of the Association
of Bridal Consultants (ABC), I didn’t even know other wedding planners
to ask. Knowing what others are charging can be a valuable tool, but I
feel passionately that planners should be setting fees based on their own
unique talents, skills, and expertise—without question or apology. In
other words, stop pricing services like a “commodity.”
Wedding planning services are not apples-to-apples
Commodities are products or services that are the same regardless of
who is offering it. It’s an “apples-to-apples” comparison. Commodity
pricing doesn’t leave much room for differentiation, which encourages customers to seek the lowest price. However, if your services are
unique or your skill set and experience are different and better than
your competitors, you can and should charge more. After all, you’d pay
more for singing lessons from Adele than someone you’ve never heard
of, wouldn’t you? Brides, too, will pay you what you’re worth—if you
ask for it.
Why is pricing so hard to get right?
Wedding professionals love planning weddings, but don’t always charge
enough to adequately compensate themselves for:
• working weekends away from loved ones.
• dealing with demanding and high-maintenance clients.
• business expenses.
• the time you spend on work aside from clients.
• embracing the inherent stress of being self-employed.
Are you charging enough? For most of us, the honest answer is,
“Sometimes yes and sometimes no.” At times, we feel we’re paid more
than enough, and at other times, we probably should have charged
double. Why is it so hard to get it right? Because we don’t sell widgets.
We sell our services and ourselves—and that makes us vulnerable. We’re
scared of being criticized. We’re afraid of losing business. Secretly, we
feel inadequate and wonder, “Who am I to charge those kinds of prices?”
Indeed, many of us have been raised to believe that even talking about
money is not “nice.”
The domino effect of pricing right
By nature, wedding planners are “givers.” We love to be of service,
and we enjoy pleasing clients. But consistently undercharging and
over-delivering does not, in the long run, make you nice. It makes you
resentful. It’s time we realized that charging appropriate fees does not
make us selfish. In fact, it’s beneficial to our family, the industry, the
economy, and us. When you charge enough for the work you do, you do
a better job. You don’t resent the demands of your client. You go above
and beyond. Delivering this level of service allows you to make enough
money to support the needs of your family. Delivering this level of
service raises standards and challenges others in the industry to do
the same. Delivering this level of service generates more business,
and more business is good for job creation and a stronger economy. So
raise your prices!
12
How do you raise prices in a volatile economy?
Let’s start by acknowledging that most potential clients do not make rational purchasing decisions. To raise your prices, you need to stop using
the economy, or anything else, as an excuse. Every one of us has seen a
bride with a budget suddenly find a way to pay for something she “can’t
afford” but “has to have.” Next, understand that most brides suffer from
cognitive illusion—if something is difficult to decide, many will choose
what’s already been decided for them. And, most brides do not choose
services based on the lowest price. They make choices that guarantee the
least negative outcomes. What’s more, many potential clients believe,
“You get what you pay for.” All of us, at some point in our careers, have
lost a wedding to someone who charged more than we were charging
because a bride equated low pricing with lack of experience.
Charge without question or apology
So, when you’re ready to price yourself appropriately, do a little
research. Ask what other planners throughout the country and
the world are charging for services, but don’t waste their time by
“secret shopping” them, and don’t base your pricing structures on
that information. There are some planners living in rural towns with
populations under 2,500 who are making more than planners living in
large, metropolitan areas. True, we should have an idea of what others
are charging, but we need to know that the right price for our services
resides within us. Let’s work smarter in determining the value of our
talents, skills, expertise, and business expenses, and charge the clients
accordingly—without question or apology. Pricing smart allows us
to work less, charge more, and be more profitable in the future. For
specific tips and advice on how to find your right price, please visit
www.weddingplannerpricing.com. ••
Time for a Pep
Talk, Coach—
7 Tips for Assisting
Your Assistant
By Mary Dann-McNamee, MA, MFT
“Being free with compliments and rewards for a job well done,
usually guarantees repeat behavior.”
Ever wonder what to say to your
assistant that will inspire her or him toward
success and decrease the amount of times they
“miss the boat”?
Given the high-stress, detail-oriented nature of
wedding planning, forgetfulness from assistants is a challenge that industry professionals
throughout the country face. But, if you find
that your assistant or another employee in your
business is consistently absent-minded, despite
the best intentions, there is a good chance
that s/he is not happy with your working
relationship but is afraid to give voice to these
concerns. A good leader notices this and makes
the time to discuss the issues. Here’s how to
coach your assistant for success:
1. Make some time to talk
Make room in your schedule, while being respectful of your assistant’s schedule. This shows
respect and increases the chance your assistant
will actually hear you.
2. Always begin with praise
Tell your assistant what s/he is doing well and
better than anyone else. By offering praise for
what your assistant is doing right, you will open
up his or her ears, mind, and heart to guidance
and suggestions for improvement.
3. State the obvious
Model head-on communication by stating the
obvious: “I notice you have been forgetting more
than you had in the past, and I wanted to talk
about how we can reduce this.” You might even
point out an example—a crucial event/task
that s/he forgot to do, then ask, “What would
you have done differently if you could do it over
again?” This gives you an idea of how committed your assistant is to the task. If s/he cannot
verbalize what s/he would have done differently,
it is an indication that your assistant could be
more unprofessional than anticipated. Just
saying, “sorry” is not enough if it’s not followed
by something like, “If I had the chance to do it
over again, I would have done...”
4. Ask for input
Let your assistant know you value his or her
feedback. Ask what s/he would like to see
changed in your business relationship or what
s/he needs from him or her to help him or her
enjoy the job more. Nine times out of 10, it will
be more respect not more money. By asking
directly and caring about the response, you
show you are open to collaboration. Asking and
listening doesn’t mean you are promising to do
all that is requested, it means you will consider
it. Moreover, asking direct questions shows you
are secure in yourself and that you care about
your assistant.
5. Set aside time for mentoring
If you see extraordinary traits in anyone assisting you, and you believe they have qualities for
greatness and success, invest more time in their
professional journey. Demonstrate that you care
and believe in your assistant by giving her or
him more face time. Consider observing your
assistant more throughout the day or asking
him or her to be more accountable by giving you
a report of daily tasks. Make sure s/he knows
that you are being more attentive so you can
help by offering your expertise through insight,
management tips, or multitasking ideas.
6. Consistent praise gets results
Being free with compliments and rewards
for a job well done, usually guarantees repeat
behavior. Praise builds self-confidence, esteem,
and job satisfaction, which are critical if you
truly want your assistant to stay on the team
and grow with you rather than away from you.
7. Say what you mean, mean what
you say
Forgetfulness can be a passive aggressive
means to communicate. It’s as if the person
who forgets is saying, “You don’t matter
enough to me for me to remember what you
asked me to do.” Not only is this disrespectful to the recipient, it can be a sign that the
person forgetting doesn’t respect himself
or herself. Remembering and keeping your
word are acts of self-love. That said, I’m not
a believer in “throwing the baby out with
the bath water.” That is, I won’t just let go of
an assistant who forgets too much. Instead,
it’s important to coach him or her toward a
better understanding of the importance of
words and actions, and how all of it impacts
others. Keep in mind, if the person keeps
forgetting, even after extra efforts are
taken, I would consider looking for another
individual who is a better fit for the position.
After all, if you’ve built a successful business
by saying what you mean and meaning what
you say, you need to surround yourself with
others coached in the same philosophy so
that the team grows together. ••
13
international
Mayan Weddings
Celebrate Rebirth, Renewal
By Lisa Presnell and Beth Erickson PHOTOgraphy BY Del Sol Photography
Top left: Mayan weddings are a true celebration with family and friends, all of
whom wear white and gather in a circle to symbolize the Mayan recognition that
there are no endings . Top right: Flower petals are showered on the couple
following the ceremony. Above left: Sacred smoke is blown through a conch shell
toward the four corners of the altar. Above right: Spiritual offerings are gifted
to the gods like prayers. right: Authentic Mayan weddings are performed by a
Shaman. All photos on this page are from Mayan weddings at El Taj Oceanfront by
Del Sol Photography.
14
I nternational
Mayan weddings are growing in popularity. Perhaps it’s because
people are growing familiar with ancient Mayan traditions due to popular discussion about the 13th Mayan calendar, said to end on December
21, 2012, a date that has been called into question with the recent
discovery of a Mayan calendar in a cave in Guatamala that predicts
another 7,000 or so years. Some believe the calendar’s end signals the
end of the world, others a new start, which is exactly what couples who
wed experience—a new beginning.
No matter the reason couples choose Mayan weddings, the destination
is part of the journey—and resorts and vendors throughout Mexico and
South America are offering these unique destination events. In Belize, to
celebrate rebirth and renewal, 12 couples will participate in the Marriage
of Many, on 12-12-12 on the Mayan ruins of Cahal Pech. Others might
hold their weddings at Mayan ruins like Belize’s Xunantunich, Tikal in
Guatamala, the Tulum Ruins in Mexico, or, more simply, on the white
sand beaches. According to Ilse Diamant, owner of Diamant Events, Riv-
nies—playing instruments and offering blessings,” says Burchett. Family
and friends who bear gifts of flower, music, food, and drink circle the
couple. Mayan music with conch shells and Mayan instruments lend an
ancient feel, and all participate.
Flowers and candles mark cardinal points
Just before the ceremony begins, the Shaman performs a purification
ritual blowing sacred smoke from the Copal tree toward the four corners
of the altar and blowing the conch shell. To represent the four cardinal
points of north, south, east, and west at the altar, flowers are placed on
each. Red ones represent the north, purple the south, white the west,
and yellow the east. Candles are then placed at each corner of the altar
to represent the four Mayan cosmos gods.
The sacred candle brings unity
Bringing the couple to the altar and lighting the sacred candle, also
known as the fifth flame, was thought to tie the couple to the feminine
The Mayan wedding ceremony reflects the connection
of the ancient people to the universe and their gods.
iera Maya, the Mayan wedding is very symbolic, “and a great way to live
the traditions of the place couples choose as their wedding destination.”
Mother Earth and the masculine Cosmic Energy. The unity candle used
in many modern weddings derives from Mayan customs.
Mayan weddings, also called K’aam Nikte’ ceremonies, are noted for their
spirituality, beauty, and elements that reflect respect for life. Traditional
Mayan wedding ceremonies can be either simple or elaborate and are
performed by Shamans. The Mayan wedding ceremony reflects the connection of the ancient people to the universe and their gods. “For those
brides and grooms who are looking for an alternative to the traditional
wedding ceremony, a Mayan ceremony is a perfect choice to incorporate
the Mayan culture while celebrating the bond of marriage in the Riviera
Maya,” says Linda Burchett, wedding planner for Condohotels Playa del
Carmen. Typical Mayan weddings are one to one-and-a-half hours long
and occur with the couple surrounded by family and friends. Common
elements of the Mayan wedding include the following:
Offerings are placed like prayers
Spiritual offerings are also common. Couples bring gifts such as fruit,
beans, rice, and corn, which the shaman places in four bowls on the altar
as gifts for the four elements. These gifts for the gods are like prayers,
as they have symbolic representation that includes fertility, prosperity,
and strength.
Wearing white—not just for brides
Since the Mayan ceremony is about honoring our connection to the
universe, brides and grooms participating in a Mayan wedding wear
white or off-white clothing. To absorb the energy of the earth and the
ceremony, the couple does not wear shoes. Guests are encouraged to
wear the same type of attire. “During spiritual ceremonies, friends and
family are seated wearing the clothes of their choice and viewing the
happy occasion, whereas in a Mayan ceremony the guests are requested
to dress in white, stand, and actively participate in the Mayan ceremo-
Mayan wedding feast
Beans, potatoes, tortillas, and turkey tamales, all of these were typical
fare at a traditional Mayan wedding feast. Those wanting to be authentic
include the same and Xtabentun, an anise and honey-flavored Mayan
liqueur. Balche is a sacred drink made from the balche, “hidden,” tree.
Believed to have magical properties, it is made especially for the bride
and groom in a month-long process. Its ingredients include balche bark,
flowers, anise, and wild fresh bee honey.
Over time, ancient Mayan traditions and rituals have merged and combined with current styles. Couples wanting Mayan wedding ceremonies
will find sites that offer experiences that are quite faithful to ancient
customs and those that have merged with Mexican, Aztec, and Spanish
traditions. What remains consistent in each is the significance of the
union and the stunning beauty of the ceremony locations. ••
15
Association of Bridal Consultants Meetings & News
ABC Calendar
For individual monthly state meetings, please
contact your state coordinators and the ABC website
www.BridalAssn.com.
Seminars
Attend and earn two points for education and
professional development. For more information, or to
register, visit www.BridalAssn.com.
Sunday, July 15
Building and Remodeling Bridal Business
The Westin Detroit Airport
Detroit, Mich.
www.abcbrbdetroit.eventbrite.com
Tuesday, August 14
Taking it to the Top
Orange County/Southern California
www.abctttocca.eventbrite.com
Roberto Cohen, Roberto
Cohen Cerimonial, Rio de
Janeiro, Brazil, celebrated
the launch of his new
book, RSVP—Realizando
Sonhos, Verdadeira Paixao
(Realizing Dreams,
True Passion), in May.
The book’s chapters
are divided among
different celebrations
like brit milah, weddings,
anniversaries, sweet
sixteens, and corporate
events. It also tells Cohen’s story of coordinating his
first wedding, while he was a dentist, in order to help
a friend make her dream come true. During his career,
Cohen has produced almost 3,000 weddings around
Brazil and abroad.
Let’s also let brides know we’re part of the ABC. All
levels of ABC membership, except novices, are entitled
to use the ABC logo. Put it on the home page of your
website, on your blog, in your marketing materials, and
on your business card. Include a link from the ABC logo
or your membership statement to the ABC website,
www.BridalAssn.com so visitors can learn more about
the ABC themselves. Novice members can include
Member, Association of Bridal Consultants and a link
without the logo on their materials. Mentioning your
ABC membership and/or designation sets you apart
from many of your competitors.
What Is an Emeritus ABC
Member?
By Elise Enloe, MBC™, VP of North
American Operations, ABC Director
of Education
ABC Northern California Meeting
Delta King, Sacramento, Calif.
www.abcsacramento0812.eventbrite.com
I DO Wedding Consulting, Philadelphia, was selected
to be in New Jersey Bride’s “Love It” awards, a list of the
wedding industry companies the magazine loves. The
category was Best Wedding Planners.
When you retire, don’t ride off into the sunset. Share
your expertise with new planners and vendors by
becoming an Emeritus member of the ABC. If an ABC
wedding planner or business is no longer operational,
but still meets the other criteria, he or she can become
an “Emeritus” member. Only active members keep their
designations, including that of Master Bridal Consultant™ and Master Wedding Vendor™. Other criteria
include:
• Is a member who is no longer active in the wedding business, but is still willing to help or provide guidance to up and coming members.
• Is age 60 or above.
• Having 15 years of ABC membership.
• Is able to “renew” and keep their membership active at a consultant/vendor fee of $75.
Emeritus members still receive Wedding Planner Magazine as part of their membership package and are still eligible to attend ABC meetings by covering their own registration or attendance costs.
Sunday, August 19
State Coordinator News
ABC Designations
second child, and thank you for your years of service.
Professional Bridal Consultant™
Britney Barber, Mulberry, Fla.
Deborah Barnes, Belle Chase, La.
Justin Brown, Creations by Brown Event Planning Firm,
Sunday, Sept. 23
World of Wedding Planning
(with Networking and Etiquette Revival
Monday, Sept. 24)
Holiday Inn, Carle Place, N.Y.
www.abcwownerny.eventbrite.com
Monday, Sept. 24
Networking & Etiquette Revival
Holiday Inn, Carle Place, N.Y.
www.BridalAssn.com (registration starts June 1)
State Meetings
Sunday, August 12
North Carolina Novice/Aspiring Planner Seminar
Hyatt Place Hotel, Greensboro, N.C.
[email protected]
Asia-Pacific Conference
Wednesday-Friday, August 22-24
Postponed
www.apwpc.org, www.BridalAssn.com
ABC Annual Conference
Sunday-Tuesday, Nov. 11-13
Business of Brides
Diamonds & Denim in Denver
Grand Hyatt, Denver
www.BusinessofBrides.com or www.BridalAssn.com
Achievements
NJWedding.com celebrated its 15th year of service
to the wedding community on Feb. 14, 2012. The site
features around 500 listings for wedding businesses
and links to helpful articles and wedding planning tips,
features, and resources. Throughout the years, there
have been several additions, and for the past three
years, NJWedding.com has had the opportunity to give
away a free wedding ceremony aboard the A.J. Meerwald, New Jersey’s official “Tall Ship,” in association
with various organizations and wedding professionals,
including members of ABC New Jersey. For wedding
professionals, the site’s publishers, Erik and Beth
Kent, developed a Business Resource Center, providing
links to wedding statistics, trends, and eco-friendly
weddings, research, podcasts, blogs, wedding and event
industry associations, and more.
16
In the Media
AnnaMarie Wintercorn, MBC™, Elegant Weddings
and Events, Stuart, Fla., had a letter published in the
Stuart News on May 27, 2012. The letter was a community and school thank you in her role as sponsor of
Martin County High School’s Sigma Phi.
Connie Amos-Parsons, PBC,™ At Your Service Events
Planner, Forest, Va., was interviewed and featured in the
article “Unconventionality is Key” in the Jan. 27, 2012,
edition of The News Virginian’s Hitched; in Lynchburg
Living’s March/April 2012; and as the Hitched 2012
annual wedding feature in the article, “Garden Party.”
Patti Wallington, MBC™, has been relieved as country
coordinator for Eastern Canada by Jodi Gagné ABC™,
CSS™. Congratulations to Patti on the birth of her
ABC Designation: Got it?
Flaunt It!
By Elise Enloe, MBC™, VP of North
American Operations, ABC Director of
Education
Let’s face it. We’ve worked hard to get where we are
as professionals in our businesses. We’ve earned our
reputations and our ABC designations. Rightfully, we
continue to market and promote ourselves, but what
about our designation? Are we marketing ourselves to
our truest potential? Are we letting our brides know
that we have achieved a designation?
Often, people remark that brides don’t know what
the letters behind our names mean, that they don’t
know what the ABC is. As ambassadors of the ABC,
we can educate brides and other wedding professionals. Let’s flaunt our achievements and designations.
If you’re a distinguished graduate of the Professional
Development Program, flaunt it. Use your designation
with your signature line and in your contracts. You’ve
earned it. When it comes to applying for an advanced
designation with the ABC, your use of the designation
will be part of the process. The Master’s panel does
visit candidates’ websites. Resolve to keep moving up
the designation with Master Bridal Consultant™ as your
goal. With a record 20 candidates for Masters at annual
conference, it’s not an easy goal, but that achievement
tells the world you’re one of the best in the industry.
The Association of Bridal Consultants congratulates the
following members who have achieved designation.
Pamplico, S.C.
Lindsay Darrimon, Hilton Sonoma Wine Country,
Santa Rosa, Calif.
Desiree Grant, Perfectly Planned Events and Weddings, District Heights, Md.
Takako Ikeda, Japan
Debbie McNairy, Debbie McNairy Wedding Coordin-
tor, Queensbury, N.Y.
Amylee Perrott, Shelton, Wash.
Sonya Ruttlen, Dothan, Ala.
Katia Simon Daniel, Dans Creek Hotel, Miami
Alicia Thorne, YOUnique Weddings, San Diego
Professional Wedding Vendor™
Yumiko Takahashi, Japan
Yong-Hee Yoo, Korea
Do you have ABC news to share?
Email Beth Erickson at
[email protected]
for consideration to be featured
in the ABC news section.
Photos are encouraged.
Next deadline is July 15, 2012.
the publication for
wedding planners,
Wedding
Planner
Magazine
professionals, and
designers
Destination: anywher
e! 8
what are you worth?
12
7 tips for assisting
your assistant
13
Mayan weDDing
s 14
19
Day-of vs. full-serv
ice planning 20
advisory board
International
Barbara Diez
Barbara Diez Event Planners
Master Bridal Consultant™
Mark Kingsdorf
The Queen of Hearts Wedding
Master Bridal Consultant™
Frank Andonoplas
Frank Event Design
Accredited Bridal Consultant™
Tamara Lin Waterman
ABC New York LNG Tours
Yankee Stadium
2011 Miss Dorothy Heart Award Recipient
Special Moments
By Jacqueline Vazquez, ABC, CWEP, CWP,
ABC NY LNG Director
Planners are always looking for new and different
venues to offer clients, which is why when the ABC
NY LNG Steering Committee reviewed goals for 2012,
it decided to bring something different to the plate by
considering Yankee Stadium as a unique venue for a
tour and networking meeting.
On April 23, 2012, attendees were given an in-depth
tour of Yankee Stadium, in which they were able to
gather information on venue space and were treated
to a delightful menu put together by the Yankee
Stadium culinary team, Legends Hospitality. The tour
was given by Non-Baseball Events Manager Sarah
Barker, Director Gina Pizzutello, and Event Coordinator
Lesley Urivetzky. The liaison at Yankee Stadium, Anne
Vanderwal, sales manager, assisted throughout the
planning and logistics phases.
Highlights included having each attendee’s name
displayed on the Yankee Stadium scoreboard, having
the ABC logo displayed on the big screen, and enjoying
the delectable and inviting menu, which included
watermelon and lime mojitos, lobster rolls, hand-sliced
steak sliders, Old Bay-scented French fry cones, petite
Kobe beef tacos, passed adult milkshakes, cheesecake
balls, and dark and white-chocolate served with
assorted fruits, cake, marshmallows, and so much more.
It was a Yankees fan’s dream and let attendees envision
holding ceremonies at home plate followed by an
amazing reception, displaying the couple’s name on the
scoreboard, including their photo on the big screen.
Master Wedding Vendor™
Edward L. Griffin
Association Launches ABC Brazil
By Eliana Terrazas, Mia Boda Group, Bolivia photography by fotostudioequipe
On March 20, 2012, the ABC conducted a launch
event in the city of Sao Paulo, Brazil, surrounded by
prestigious professionals in the wedding industry. With
more than 34 million singles and almost one million
weddings every year, the market shows great promise.
Data from the Brazilian Institute of Geography and
Statistics shows a 15 percent growth in the number of
marriages in the country and 52 percent in spending
between 2003 and 2009 (source: Exame magazine).
At the launch event, Mark Kingsdorf, MBC™, (lower
left) The Queen of Hearts Wedding Consulting,
Glenside, Pa., and Camelu Millan, MBC™, (upper
right) Diseño Nupcial, Mexico, offered eight hours of
training in high level professionalism to the 54 new
and active organizers in attendance. Other presenters were celebrity wedding planner, Robert Cohen
(upper left with Eliano Terrazas) of Rio de Janeiro,
Executive Fabiano Niederauer (lower right) from bridal
magazine Inesquecivel Casamento, and the designer
Andrea Saladini.
The event concluded with a gathering that officially
presented the ABC as a professional opportunity for
the Brazilian market, represented by myself, Eliana
Terrazas, the ABC country coordinator for this region.
The Wedding DJs/Hardcastle
Entertainment, Inc..
Vendor
John Goolsby, MEI, CPV, MPV,
Godfather Films, Riverside, Calif.
Association of Bridal Consultants Meetings & News
July/August 2012
Volume 2 Issue 3
Novice
Shelly Stone,
Signature Events by Shelly
Professional Bridal Consultant™
LaToya Parnell
Something Blue Weddings
All of our advisory board members are members
of the Association of Bridal Consultants.
Have a question about the wedding
industry?
Our upcoming issues will feature an
“Ask the experts at Wedding Planner Magazine” column. We will work with our advisory
board to answer the questions in an upcoming
issue or directly on Facebook.
Please send questions via message
on our Facebook page or email
[email protected] with
“Ask the Experts” in the subject line.
Association of Bridal Consultants Directorscode of ethics
David M. Wood III, President
Gerard J. Monaghan, Co-Founder
Eileen P. Monaghan, Co-Founder
Elise Enloe, MBC™, VP of North American Operations, Director of Education . ......................................... [email protected]
Elayne Anderson, Director of Operations.......................................................................................................................info@BridalAssn.com
Candice Benson, MBC™, Director of Social Media..................................................................candice@thefinishingtouchevents.com
Dena Davey, Director of Marketing.................................................................................................................................. [email protected]
Nancy Flottmeyer, PBC™, Creative Director................................................................................................. [email protected]
Lois Pearce, MBC™, Director of Ethnic Diversity..........................................................................................lois@beautifuloccasions.com
Annemarie Steiner, Member Services........................................................................................................................mbrsvc@BridalAssn.com
ABC Office: 1.860.355.7000, fax 1.860.354.1404, www.BridalAssn.com,
56 Danbury Road, Ste. 11, New Milford, CT 06776.
Our ABC members agree to:
• represent each client fairly and honestly,
providing all agreed-to services in a timely and
cost-efficient manner.
• establish reasonable and proper fees for services
and provide written estimates to each client.
• use honest, factual advertising.
• deal with employees and clients fairly, in an
unbiased manner.
• disclose to clients any payments received from
suppliers.
• operate an establishment that is a credit to the
community.
17
Shop our site for the finest candles,
glassware, and wedding accessories.
www.quickcandles.com
Quality Products - Quick Shipping!
1-800-928-6175
TM
Sold exclusively by
Quick Candles.
Votive Candles
Pillar Candles
Floating Candles
Tealight Candles
Engraved Glassware
Centerpieces
TM
Sold exclusively by
Quick Candles.
18
business basics
The Business Plan: A Blueprint for Success
By Renée Grannis
About a year ago, I resurrected an old dream to own and run an
event facility. A close friend and I scoured the city and surrounding areas
for possible buildings and locations. While doing so, we did our research
on why we thought this particular type of facility could be sustained. We
used more than five years’ worth of statistics on the size and locations
of the local events. There were numerous event facilities around, but less
than five could meet the requirements of our customers. Finally, we found
a perfect spot. And the land came with a developer who shared our dream.
That was the easy part.
I’ve been in the wedding industry since 1970. And, for more than 25
years, I’d taught the principles of business to aspiring wedding consultants. Now, it was time to put these principles to the test.
Planning for success
An architect doesn’t build a house without a blueprint. A movie director
doesn’t direct a movie without a script. Because we were asking for a lot of
money, $5 million, we knew we would need a solid business plan. Our business plan had to plot the course of this new venture; it had to set the goals
for a logical progression from start to finish, and it had to prove whether or
not the goal was feasible. We had to build our blueprint for success.
Building on a strong foundation
An important purpose of the business plan is to determine the expected
financial results of our operations. As much as we love the industry,
let’s be honest, we are in it to make money. The business plan must lay
out the financial potential of each venture and our needs. This brings
up a crucial and generally overlooked difference between successful
entrepreneurs and those whose businesses are trapped hopelessly in the
matter of money, specifically in raising enough to take your dream to the
marketplace. The well thought out business plan tells a possible investor
that you know what you are doing and have seriously tackled all conceivable aspects of this business, “the Good, the Bad, and the Ugly.”
For us, our business plan described the proposed facility, services and
events, and our market—all while emphasizing why it was different
from all other such facilities in the area. We described the type of staff
required, monthly operating expenses, and when we expected to make
a profit. We looked at every conceivable obstacle we could think of, and
how we could overcome them. We even sat down with professionals who
were negative about the facility and made sure we could answer all of
their concerns.
Show creditors you are a good risk
Although there is a mountain of information on the Internet on business
plans, here are some things you should provide for a business loan.
• Clearly state your financial needs. Prepare a plan that outlines your loan requests.
• Include an overview of the company—past and present.
• Include résumés for all decision makers.
• Prepare a projection worksheet that demonstrates the income and
expense picture of your company for a minimum of 12 months.
Show how this new debt will be repaid.
• Prepare a personal, current (within 60 days) financial statement.
• Get a copy of a personal credit report.
Review all this data with your accountant so you can discuss the financial status of your company intelligently. Banks are in business to lend
money, but they want assurances that you are a good risk.
Sometimes the best laid plans...
So, were we successful? That depends on how you look at the end
results. We had everyone convinced that we knew what was needed.
We also had a well-documented plan. But it was not sustainable for
entrepreneurs who could not handle three to four years of initial losses.
No matter how we sliced the project, there was not enough income to
support it and make payments to the bank.
All along the way, we were asked why we didn’t reduce our requirements.
Reducing the requirements put us in the same category as about 25 other
facilities that were struggling to keep their doors open. If we couldn’t
be unique, we didn’t want to compete. Based on the well-documented
statistics of the area, and the very thorough business plan, we have
currently abandoned our plan for a facility. However, the experience has
shown us that we can still expand our profit margin by making a few less
expensive changes to the company. In the end, it is the business plan that
showed us the way. ••
Renée Grannis, MBC™
In 2012, Renée Grannis, MBC™, celebrates 42 years in the wedding
industry. She formed a one-stop shop and operated out of Alabama,
Massachusetts, Virginia, and Maryland. By the mid-1980s, she had eight
consultants and 28 vendors working for her company. She joined the Association of Bridal Consultants (ABC) in 1986 and was its first director
of education for over 19 years. She was the Virginia state coordinator for
five years and the Texas state coordinator for four years. She is currently
the ABC’s director of ethics and compliance.
19
eeee
Day-of Coordination vs.Full-Service Planning
Which Services Are Right for Your Business?
By Beth Erickson and Veronica Foster, ABC™
Not too many years ago, wedding planning was a full-service
industry, and the term “day-of” was not on anyone’s radar. Then, the
economy took a turn for the worse and, lo and behold, struggling
wedding industry professionals began offering new, reduced services
at a lower cost to keep their businesses solvent. But how do you decide
which service is right for you and your business? To find out, we need
to look more closely at the difference between full-service wedding
planning and day-of services.
cording to Boyden, one drawback to accepting day-of coordination jobs is
that you might take the job “and a more comprehensive one could come
along that you can’t accept. Also, with wedding day direction, you do not
get to know your clients as well, so you don’t have as clear a picture of
what they want and what they envision. The benefit is that you do have a
great wedding on the books instead of nothing.”
Day-of services involve coordination over creativity
Day-of wedding coordination typically involves four months or less,
25-40 hours of your time, costs half as much as full-service planning,
and focuses mainly on coordination. “The people who hire a wedding
day director have already hired most of the professionals and put all
or nearly all in place,” says Gloria Boyden, MBC™, Events by Design,
Carmel, Ind. “Sometimes, they hire you and ask opinions, but more
often than not, they don’t.”
For planners who are considering adding day-of services to their menu,
says Layland, “they should consider profitability, how well their ideal
bride will react, and their long-term business goals.” If day-of coordination fits in with your business goals, be sure you are charging enough.
Build in fees for all the little extras that the bride will ask you to take
care of for her on the wedding day. “I figure my fee based on the number
of hours it will take and always work into the mix at least six hours of
pre-planning with the client,” says Boyden.
The day-of wedding coordinator will spend his or her time gathering
details, asking specific questions to fill in the blanks, building a timeline
and checklist, organizing the wedding party and family, coordinating the
timeline with vendors, ensuring the clients wants are met, and making
sure the day runs smoothly. Angie Swits of By Your Side Wedding Planning,
Minneapolis-St. Paul, says 75 percent of her business is day-of coordination. “I equate it to being the director of a play—it’s already been written,
but I read the script, work out the staging directions, queue the actors,
lighting, curtain, musicians, etc. to make the play successful,” she says.
Whether planners offer only full-service planning, day-of coordination,
or both, the key to guiding brides toward the right package is education.
Let brides know ahead of time what services your business offers and
the difference in each. Have key differences in your full-service vs. day-of
package, and don’t set your day-of price too low. Show brides what you
can do and what you won’t be able to do if they choose this package. That
way you can make sure she has no regrets. “Online resources, coupled
with the economic downturn, have had an impact on brides feeling more
confident in making their own planning choices,” says Swits, “but I often
have couples say that they wish they’d hired me sooner after the wedding
was over!” Every bride wants a perfect wedding day. Educating yours about
wedding planning, how you earn your fee, and how it benefits her could be
the answer to happier brides and a more profitable business.••
Sometimes, for day-of coordination, a bride is still choosing her vendors and
sometimes she has them already chosen but leaves you to clean up any errors she has made during contracting. For instance, booking a venue for four
Full service = total control
hours and hiring a DJ for six. Brides in need of day-of coordinators often
Typically consisting of nine to 12 months of planning and 80-240 hours
of your business’ time, full-service wedding planning offers consultation, do not have the time or know-how to handle timelines, contracting, and
creative input, and coordination. That means time will be spent meeting detailed planning for major events. Day-of coordinators typically spend most
the client and getting to know the bride and groom very well, researching of their time correcting timing errors and creating a wedding day timeline
from someone else’s notes instead of sharing their creative talents.
and recommending professional vendors that fit the needs, style, and
budget of the couple, attending meetings with the vendors, helping the
couple ask informed questions to aid them in making their hire decisions, Make your choice and educate clients
The essential difference in the services of full-service planning vs. day-of
exchanging emails with the bride and vendors as the planning process
coordination is the level of service offered, your business goals, and the
proceeds, and managing the event’s budget. It also means being onsite
amount of involvement/creative control you enjoy as a planner. “Adding
to coordinate and oversee all aspects of the event that can include the
day-of wedding coordination has added more opportunity for budget
rehearsal dinner, transportation, and wedding ceremony and reception.
brides to have assistance for their day at a cost that fits within their budget,” says Crystal Layland of Crystal Layland Events in Onalaska, Wis.
Some planners, like Barbara Diez of Barbara Diez Eventos in Argentina,
“The service itself has a large market. One of the biggest mistakes with
only offer full-service wedding planning. Diez eliminated day-of coordination seven years ago. “We were putting our name and stress into many wedding planning is trying to market to every bride. Deciding whether or
not to offer day-of coordination should be determined by your business’s
events where the quality of the events and the vendors hired by couples
niche, goals, and target market.” Layland began her business by offering
were not appropriate. I could not go explaining to guests that this or
day-of services but switched to full planning in her second year when she
that was not my responsibility. They see you working there and assume
discovered her niche.
everything is under your responsibility and organization,” she explains.
The risks of day-of services
While day-of wedding coordination is a way to fill-in your schedule and
take in business during struggling times, there are inherent risks. Ac-
20
master bridal consultant ™
Master Profile
patti gehring, MBC™, CSS
Paul Versluis
Patti Gehring Signature Weddings, www.pattigehringsignatureweddings.com, Overland Park, Kansas
Employees: 1 full-time, 1 part-time
Revenue Breakdown: 75% consulting, 20% stationery, 5% rentals
Contact: 913.322.6944, [email protected], Twitter, Facebook, LinkedIn
LEFT: Silver, blue, and white colors created a winter appeal for this December wedding in Kansas City, Kansas. Tablescapes designed by Studio Dan Meiners. MIDDLE AND
RIGHT: Orange was the “it” color for this October wedding. The exterior of this landmark church in Kansas City was draped in orange and puddled at the ground. Due to
high winds, the draping was anchored with a heavy chain link. To incorporate the couple’s love of travel and adventure, antique suitcases were displayed at the venue.
Family: Married to Bruce Gehring for 30 years.
I have three daughters ages 27, 25, and 17, and a
son, 12. My eldest daughter got married in June!
Education: Bachelor of Arts in History,
DePauw University, Greencastle, Ind.
On Being an MBC™: I earned the MBC™
designation this past November in Baltimore.
I’m in my fourth year of membership in the
ABC. The designation sets me apart as an
accomplished professional in the ever-growing
pool of wedding professionals.
Starting the Business: After the birth
of my fourth child, I served in the wedding
ministry at my church for three years. During
that time, a fellow parishioner who was a professional wedding coordinator had an accident.
His family called upon me to finish the 11
weddings, all at different stages in the planning
process, for which he’d been hired. This instant
job experience in a high-end market, plus previous catering experience at the Hyatt Regency
Indianapolis, and the church experience were
the perfect blend. Industry education, certification, and designations followed, and in 2004,
my business was formed.
Inspiration: I draw inspiration from the
bride, groom, and their families. I listen to,
question, and observe my clients and constantly refine my understanding and perception
of them. My style-profile is a tool that helps me
understand who they think they are. Personal
observations and subsequent conversations
with them add to my overall perception.
Marketing Strategy: Patti Gehring Signature Weddings offers a boutique experience. We
have a very personal touch. We set ourselves
apart from our competition by encouraging
clients to contact us when they need us, not
simply from 9 a.m. to 5 p.m. We are selective
in choosing clients and, fortunately, have been
blessed with fabulous brides and mothers who
have never abused our “open-phone” policy.
We also are philanthropic in spirit and seek
like-minded clients. We often draw our clientele
directly from the organizations with which we
actively participate.
Staying Fresh: I refresh myself through
prayer and discernment. I refresh the company
by participating in the annual Business of
Brides conference. I also subscribe to periodicals that are outside of my region. I look to
both coasts and the southeast for ideas and inspiration. I participate in other industry-related
organizations such as the National Association
for Catering Executives. I read books and
periodicals pertaining to the industry as well as
general business practices.
In the Media: I have had weddings published
in periodicals such as The Knot, KC Weddings,
KC Magazine, Wedding Planner Magazine, and
The Hills.
Ideal Client: My ideal client is a faith-filled
woman who puts others before herself. She is
philanthropic. She is typically college-educated
or higher. She loves her fiancé and her family.
She becomes my friend, and we remain friends
after the wedding.
On her bookshelf: Saint Gianna Molla and
The Count of Monte Cristo.
In Her Free Time: I like to spend time with my
husband, children, and friends. The activity is
not as important as the company.
Words of Wisdom: Be truthful in all matters. Treat each client as well as you would treat
your mother (with respect and dignity). Treat
other wedding vendors better than you treat
your clients!
On giving back: I am a board member of
Alpha Chi Omega and Greater Kansas City Panhellenic Alumni. I am an active member of the
Kansas City Young Matrons, volunteering in
affiliates such as Meals-on-Wheels, NewHouse
Shelter for Battered Women, Clare-Bridge
Memory Assistance Center, and the Kansas
City Zoo. I am active in my church and I also
encourage my children by volunteering with
them to cultivate a spirit of service. ••
21
The “Miss Dorothy” Heart Award
Deadline is August 15, 2012
The Miss Dorothy Penner Heart Award for Passion
and Excellence to the Wedding Industry is the only
award presented by the Association of Bridal Consultants. It honors a member who has demonstrated
a “passion for the wedding industry.” Members are
nominated by their peers and are judged by the Miss
Dorothy committee.
The winner will be announced at the Business of
Brides Conference in Denver.
The “Miss Dorothy” Scholarship
Deadline is July 31, 2012
This scholarship is for Novice members only. It
allows them to attend the Business of Brides annual
conference. This year’s conference is in Denver.
The winner will be notified on Sept. 1, 2012,
and will be announced at the Business of Brides
conference. The award must be used for the 2012
conference.
Download both applications today
at www.BridalAssn.com.
Get noticed in the wedding industry!
Have a product or service that needs to be in front of wedding professionals?
by the
A publication inspired
nts
Bridal Consulta
Association of Volume 1 Issue 4
ber 2011
A publication inspired by
the
Association of Bridal Consultants
1 Issue 2
September/Octo
Contact Nancy Flottmeyer for a media kit and more
information at [email protected]
or 608.796.2257. We have a variety of rates for all
advertising budgets.
the publication
s, professionals,
for wedding planner
May/June 2011 Volume
and designers
the publication for wedding
planners, professionals, and
designers
Premier Issue
the
March / April 2011 Volume
1 Issue 1
Ad deadlines for upcoming issues
planners, professionals, &
designers
July 7, 2012: September/October
Catering Trends Issue
September 7, 2012: November/December
Design Trends Issue
Catering Trend
ry
ta Mass Milita
t Puerta Vallar
s Alan Berg’s Insigh ation Contract Tips
Flower Show Inspir
Wedding
the
January/February 2012
Volume 1 Issue 6
Fabulous Tented Wedding
s…Economic Outlook…
Savvy Ceremony Insight
…Irish Wedding Traditions
…Favorite Apps and more…
November 7, 2012: January/February
ABC Business of Brides Issue
receive 20% off of advertising rates.
Contact Dena Davey for a media kit
at [email protected] or
860.355.7000, ext. 2.
by the
A publication inspired
Consultants
Association of Bridal 2 Issue 1
ril 2012 Volume
y
AnniIsvesrsuare
wedding planners,
designers
professionals, and
1st
July/August 2012
Volume 2 Issue 3
Building a Brand
the publication for
wedding planners,
Green Weddings
Business of Brides Review
Creative Ceremony Details
professionals, and
designers
What It Means to Be a MBC™
34
Emerging Color Trends
55
WPM Advisory Board
19
Nigerian Weddings
the Cloud 23
Doing Business in
g9
Lightin
Event
Dramatic
22
designers
Color Trends…SYE’s InauguraMarch/Ap
l Wedding at Trump Soho
…Business Ethics…
Business of Brides 2010…
Italy FAMinar Highlights
…Giving Back & more
the publication for
ABC Corporate Members
planners, professionals, and
Destination: anywh
ere! 8
what are you worth
? 12
7 tips for assisti
ng your assista
nt 13
Mayan weDDin
gs 14
19
Day-of vs. full-se
rvice planning
20
A B C member insig h t
Find Your Niche and
Stand Out in the Crowd
By Tonya Shadoan, MBC™
Excerpted from Tonya Shadoan’s Don’t Let the Blond Hair Fool You.
People often ask how I started my event planning business
with only $121 and an idea. To make a long story short, I just happened to get into the industry before it became the most popular,
fastest-growing industry in the country. It wasn’t long before I went
from owning a small business to a profitable empire. How? By learning
to stand out in the crowd.
Find your gift and fine-tune your focus
Can you imagine you and your competitors as mice, all hovering
around one piece of cheese? What happens over time if each keeps
nipping away at that one piece of cheese? Eventually, all will be left
with nothing. While the example might seem silly, I can’t stress
enough how really important it is that business owners specialize
within their industry. You don’t want the same clients your competition has, but you do want to stand apart from them. Once I found
my niche (which, not surprisingly, proved to be something that I am
passionate about), the money followed. Simply put, the more you narrow your search for your perfect bride, the easier the profits come in to
your business. You don’t have to cave to the prices of your competitor.
You don’t have to do what everyone else is doing either. In fact, once
you discover your true gift within your industry, you are going to fall
back in love with your business and attract the ideal client—the kind
that pays you what you are worth.
we dig deep to discover what our bride really wants, we have to dig deep
to discover what makes us unique in the crowded marketplace.
So what makes you different from other wedding
planners?
It takes a much deeper journey to know what you really want, who you
really are, and how you are different. Ask yourself:
• What do I do differently? • What is my niche? • What is my greatest asset to the industry? • Does my marketing represent those differences? The faster you figure out your differences, the quicker you can “niche”
yourself in the wedding industry. Take a moment and create a list of
your passions. You can start by listing 25 adjectives that describe you
as a person. Remember, what you see as normal others see as a “gift.”
Maybe you are organized, energetic, an outdoor wedding enthusiast,
detailed, etc. Go ahead and create the list, and circle the top three that
set you apart. Think about the last bride you booked. What was the first
thing you did in the planning process?
Embracing your individuality determines your worth
Once you acknowledge and embrace your uniqueness and apply it to
your business, there really isn’t such a thing as competition for you
anymore. You are now a stand-alone business that is the green apple
amidst all the oranges. Your special gift, that thing that sets you apart,
is what makes you a juicy, plump green apple in that box of oranges. The
An important step in discovering your personal niche is truly knowing
customer will no longer shop by price, but with emotion. You have capwhat your gifts are and how you differ from others. I always laugh
tivated her attention by being you—different. Don’t be afraid to stand
inside when a bride comes into my office and says, “I want my wedding
out. There is a client that is a perfect fit for you. But don’t be afraid to
to be elegant and classy!” What she doesn’t know is that every bride
announce to the world why you are so special. Brides will pay you what
says that—literally, every bride. The words don’t actually indicate any
difference. They are just words used to describe weddings. It’s our job as you are worth when you announce your specialty. ••
wedding planners to dig a little deeper to pull out her vision. Just like
Tonya Shadoan is the founder of the 30-30-30 Business Challenge. She
helps professionals and corporations expand their services, update their
images, build or modernize their websites, build and train their staffs,
utilize social media and employ other effective marketing techniques.
On average, her clients enjoy a 35 percent increase in revenues following
her recommendations. Shadoan has a master’s degree in education, is a
personal coach to women across the country, a highly regarded speaker and
presenter, and the author of the recently published Don’t Let the Blond Hair
Fool You. She has three children and lives in Indianapolis. Find out more at
www.tonyashadoan.com.
Win Your Own Copy!
Follow Wedding Planner Magazine on
Twitter (@wedplanmag) and like us on
Facebook for your chance to win a copy
of Tonya Shadoan’s new book, Don’t
Let the Blond Hair Fool You. A drawing
will be held among Facebook fans, and
another among Twitter followers on
Friday, July 27, 2012. Winners will be
announced in the September/October
issue of Wedding Planner Magazine.
23
B C s a ys
”
o
d
I
s
a
“Do
n of A
Donna Bria
rs,
Membe
Dear ABC
As a fellow
ABC
re with you
ant to sha
member, I w
my success
ights.
aribbean N
andals C
in hosting S
don’t know
ager (if you
n
a
M
t
n
e
m
p
as ABC.
ess Develo
als.com)
It’s as easy
ndals Busin
@uvi.sand
a
o
S
rd
a
sa
re
k
a
r
r
o
u
yo
8-281-1119
A. Contact
Sardo at 97
im
K
t
c
ta
n
o
yours, c
cation
a date & lo
B. Confirm
& present)
anager
clients (past
r
u
o
y
e
lopment M
e
it
v
v
e
D
ss
C. In
e
n
si
).
Sandals Bu
tions apply
lue (restric
s from your
a
ie
v
rt
d
e
e
p
d
d
ro
a
p
a trip
e an
t the
rned myself
learn abou
y will receiv
a
l
e
e
il
th
y
w
d
t,
a
ts
n
e
n
e
e
v
lr
e
li
a
e
Your c
that I have
y to a
0 days of th
successful
on your wa
ok within 1
so
o
e
b
b
re
l
y
e
il
e
w
w
th
ts
u
if
h
o
y
and
ribbean Nig
ost one and
Sandals Ca
ge you to h
o
ra
tw
u
o
st
c
n
la
e
y
I
M
program!
Sell ‘n Go
ou think.
through the
oner than y
so
rt
so
e
R
d Beaches
Sandals an
n Today
eting Pla
rk
a
M
A
Set Up
Sardo,
tact Kim
n
,
o
h
c
C
u
pment
m
so
s Develo
Thanks
s
e
in
s
u
B
tor/
dals.com
n
Sr. Direc
@uvi.san
o
rd
a
Donna Bria
s
k
r
ant ™
119 o
dal Consult
978-281-1
C
Master Bri
B
A
r,
to
ina
tate Coord
Louisiana S
ialist
ndals Spec
Certified Sa
®
the
ED
I N C L UnD
Y
R
U
X
oo
LU
honeym
®
italy
Real Wedding
ABC Member Planner: Sarah-Jane Bennett, All
Events Perfect, LLC, Tyrone, Ga., [email protected], www.alleventsperfect.com.
Non-member businesses: Inku Photography,
Consuelo Briday Beauty (hair and makeup), Venice
Events (floral), and DJ Willy (music).
The couple: Shelley and Chris were married in
Venice, Italy on July 7, 2011. They wanted four
days of festivities to celebrate their wedding with
friends and family. The celebrations consisted of a
meet-and-greet cocktail kick off, rehearsal dinner,
wedding and reception, and day-after brunch. Each
event was at very different and distinct locations
around Venice to really give guests a true Venetian
experience.
Wedding planning/style inspiration:
Classic and clean.
Inspiration: The couple truly loved the history
and authenticity of Venice. They felt the architecture in this city of water was a dream and wanted
to build their festivities using the uniqueness of
Venice as the backdrop.
Most unique design element: We wanted
to keep the décor and style traditional to Italy
as opposed to having an American wedding in
Italy. The table numbers were in Italian. Guests
were served a traditional 11-course meal, which
meant the tables could not be overdone with
décor. The linens were classic, crisp white, which
contrasted nicely with the blue water goblets.
Small centerpieces were made for each table to
give a vibrant kick.
Color palette: Navy, red, and yellow.
Guest count: 35.
Approximate budget: $25,000.
Biggest challenges: The language barrier and
figuring out the water taxi system.
Hindsight: In the future, I’d make sure guests
were completely informed about how the euro
works. Many guests were confused about the
currency exchange and the surcharges attached to
using a United States’ credit card. I’d also provide
guests with an emergency international phone
number they can use to place calls, since many
United States-based cell phones may not work.••
25
New For Your Wedding Ceremony!
The Unity Cross® Assembled during your ceremony.
Use The Unity Cross® instead of, or in combination with a
unity candle or unity sand.
It’s Different. It’s Unique. It’s a forever Keepsake and a reminder of
your special day!
Watch the video at
www.unitycross.com
or call 877.970.5454
Groom’s Cross
Bride’s Cross
Check it out here!
26
ireland
Real Wedding
Name/credentials: Michelle Johnstone Clark,
Waterlily Weddings, Odenton, Md.,
443.517.9870, and Wicklow Ireland, 087.284.0284,
[email protected],
www.waterlilyweddings.com.
Non-member businesses involved: Ballinacurra
House, Kinsale; Aspect Photography, Waterford;
Daisychain (floral), Kinsale; Celtic Music Agency,
Donegal; and Celebrant Dara Molloy, Aran Islands.
The couple: Jenn Brown and Aaron Finigan
began dating while in college in San Luis Obispo,
Calif., in 2001, and have been together ever since.
Aaron proposed on New Year’s Day, 2011, during
a small but very special family gathering at their
home. After all those years, it still caught Jennifer
by surprise. Fifteen months later, on their 11-year
anniversary as a couple, they tied the knot. Since
both families have Irish roots, the bride and groom
chose to have their wedding on the Emerald Isle
so friends and family could vacation together and
visit beautiful Ireland.
Inspiration: All things Irish. Waterlily Weddings
was tasked and inspired by the couple to create
a “fun, memorable, lighthearted wedding day in
a uniquely Irish, exclusive venue and in a stunning
location.” Jenn and Aaron also wanted a modern
wedding that incorporated traditional Irish
elements.
Color palette: The couple cleverly incorporated
the colors orange, white, and green to represent
the poppy, California’s state flower, the Irish clover,
and the colors of the Irish flag.
–
Budget: Under C20,000 (around $28,000 United
States’ dollars).
Most unique design element: The mother of
the bride designed the motif, which incorporated
the California poppy and the Irish clover. It was
very clean, modern, and truly unique to the
couple.
Biggest challenge: The couple was not going
to arrive in Kinsale until just a couple of days before the wedding, so making sure they had realistic
expectations for the location and venue, along
with all the other details, was a little challenging,
but definitely achievable.
Hindsight: Get everything in writing. Unlike many
other countries, written contracts aren’t always
the norm in Ireland, but there is no reason not to
get essential details confirmed in writing. ••
27
- Myiesha Antwine, PBC™, Kiss and Tell
Weddings, Ardmore, Okla.
about whose fault it is, just find a
solution with the least amount of
fuss and bother. Talking quietly and
slowly, with good eye contact and a minimum
of gesturing, will have a calming effect on
everyone and keep the situation from turning
into ‘A Situation.’”
- Jean Picard, MBC™, Jean Picard Wedding
Consulting, Ventura, Calif.
A B C member best practices
“I go in knowing that I have a Plan B, C, or even
D if something does go wrong. I think of where
my most critical areas are—unexpected guests,
lights that don’t work, or a vendor who is late
for set-up—and plan, in advance, for alterna“When we first meet with clients, we ask
tives. If you have that mindset, you
can’t get flustered. And it’s a great feeling them to write down the top three
things that are most important to
when at the end no one ‘saw you sweat.’”
each of them for the wedding day.
- Lisa Gleeson, Lisa’s Gift Wrappers,
Royal Oak, Mich.
Hopefully, at least one item matches from each
list, and we can focus on that as the primary
“Focus on the problem at hand— I
‘wow’ factor. When the couple starts having
run through solutions that might rectify the
heated discussions during the planning phase, I
situation and keep my clients happy. One must refer them back to the list and remind them of
always remain calm and professional on the job. their priority. This usually helps them make a
Quick thinking, patience, and problem-solving calm and rational decision.”
skills are a must as a wedding planner.”
- Samantha Danielle Dockery, PBC™, Bliss
“Don’t engage your mouth until you’ve
engaged your ears and your brain. Take a deep
breath. Assess the situation. Don’t worry
“I take a deep breath and ask myself
how much control I have over the
situation. Usually, when I do that, I have a
clearer picture for how to go about tackling it.
Then, I take it on in ‘bite-size’ portions so it’s
more manageable.”
?
By Sam Weddings and Occasions Planners, - Emmanuela Stanislaus, Precious
Occasions, Fort Lauderdale, Fla.
Chicago, & Durham, N.C.
How Do You Stay Calm
in Difficult Situations
“I try to plan ahead, realizing that what can
go wrong will go wrong. However, when those
difficult situations arise, I pray! I try to
“I think of what the bride’s vision of her dream
wedding is, remain calm, offer comfort
to my bride, and remain confident.
remember whatever occurs is not the Once the bride knows that I’m fully supportive
end of the world. In the business of event and willing to go the extra mile to make her day
planning, you do not have absolute control over special, it helps turn the situation around.”
everyone or everything. Just do your best, and - Connie Amos-Parsons, PBC™, PMP, At Your
Service Events Planner, Forest, Va.
God will do the rest!”
“My best advice is ‘Do not engage!’ I have,
on several occasions, had vendors, guests, or
relatives raise their voices and try to make
me upset. By staying professional, I take the
high road. Everything looks different in the
morning.”
- JoAnn Moore, CWC, ABC™, Mountains and
Meadows, LLC, Vail, Colo.
- Stephanie K. Davis, A Passion for
Excellence, Ellicott City, Md.
“One of the best ways to stay calm
“First, envision that the challenge is
“With 20 years in the business, you learn to
dig deep in your soul to stay calm in all situations. I work with a lot of vendors in the wedding business who think it is their job to get
just as upset as the bride when things don’t
go according to plan. Nobody wants to work
with a screamer. The key is to stay calm,
I’m doing at that moment, take a deep breath,
and remove myself from the room/situation
for a minute or two (sometimes longer). When I
return, I am usually calm and have a clear mind,
which helps me deal with the situation and
determine an amicable resolution.”
checklist of how the client would handle
the difficulty. Delegate tasks to your staff or
competent volunteers to restore the event flow
in minimal time. Next, trust your professional
training and keep a strong focus on a positive
end result. Ensuring the execution of a wellplanned event to client satisfaction is always
the ultimate goal.”
take deep breaths, and take control
of the situation. Stay focused. One or
all of three things will get you through any
situation: listen, take action, and smile. A
smile goes a long way, and humor has gotten
me through many challenges. When all seems
impossible—pray!”
when put in difficult situations is to
not overreact. I usually stop whatever it is
- Tamika Brown, Occasions 2 Remember,
Troy, Mich.
resolved to your client’s satisfaction,
and then get to work. Create a mental
- Joi I.O. Johnson, CPWP, Joi Johnson
Weddings, Chicago
- Laura Mease, AWV™, ABC™, Laura’s Couture
Collection, Shawnee Mission, Kan.
29
marketplace
Ad Index
Abc Awards
“Miss Dorothy” Heart Award…………………… 22
“Miss Dorothy” Scholarship… ………………… 22
Accessories
84 West Studios… …………………………………… 2
Quick Candles… …………………………………… 18
Weddingstar… ………………………………………… 4
apps
Cancun Travel… …………………………………… 28
Destination Weddings
Cancun Travel… …………………………………… 28
Grand Velas… ……………………………………… 31
Mexican Tourism Board… …………………… 6, 28
Sandals……………………………………………… 3, 24
Simply Yours Barbados…………………………… 30
Educational Programs/Conferences
Business of Brides… ……………………………… 32
Floral
David Austin Roses………………………………… 30
84 West Studios… …………………………………… 2
gown preservation
Association of Wedding Gown Specialists…
11
Keepsakes
Ketubah… …………………………………………… 22
The Unity Cross… ………………………………… 26
music
84 West Studios… …………………………………… 2
PHOTOGRAPHY
84 West Studios… …………………………………… 2
Resorts & Hotels
Sandals……………………………………………… 3, 24
software
ido ……………………………………………………… 32
Tabula Rasa… ……………………………………… 30
Tourism/Travel
Cancun Travel… …………………………………… 28
Grand Velas… ……………………………………… 31
Mexican Tourism Board… …………………… 6, 28
Wedding Agencies
84 West Studio………………………………………… 2
Simply Yours Barbados…………………………… 30
PL3:Layout 1
16:39
Page 3
Your
marketplace
ad here
Promote your product or service
here for as little as $1890 a year*
ABC Corporate members advertising
cost is $1500 a year.
Whether it be invitations, fabric,
linens, rentals, software, lighting, furniture, or tents, our readers influence
their client’s purchase decisions in the
industry. If each of our readers work
with 10 clients a year, that is over
35,000 potential brides who could
hear abour your product. Where else
can you get that much return on your
investment? Call 608-796-2257 today
for more information.
* based on a six-time advertising contract for
Non-ABC corporate members
30
27/4/12
L U X U RY C U T R O S E S
David Austin’s luxury
roses have a charm
and character that
sets them aside from
other roses. Contact
us to request your free copy of our
Bridal Collection brochure.
DAVID AUSTIN® ROSES
Tel: 903 595 5243
[email protected]
www.davidaustinroses.com
grand velas ad
Periodical
400 Main Street
La Crosse, WI 54601
ADDRESS SERVICE REQUESTED
donnie brown
rebecca grinnals
Mark your calendar!
Business of Brides Annual Conference
november 11-13, 2012
Read inside for complete information, sessions, details and to register.
Or visit www.BridalAssn.com, www.businessofbrides.com, or call
1.860.355.7000
$685* through September 15, 2012
* Price includes Sunday opening reception, and Monday
and Tuesday day sessions and meals!

The Publication For wedding Planners, Professionals, And

Transcription

Similar documents

Lombardo`s Wedding Special Valued at

the little brown church

Southen Bride Winter/Spring 2016

How to make a Ukrainian wedding korovai

here for details

to the PDF

The Bachelor Party The Wedding The Specifics

Wedding Brochure - Athlone Springs Hotel

Wedding Buffet Menu 50-70 people

Bridal Brunch Invitation, Feb 1.indd