Become a Destination WeDDing Planner 8 meet our neW aDvisory

Transcription

A publication inspired by the
Association of Bridal Consultants
July/August 2014 Volume 4 Issue 3
the publication for wedding planners, professionals, and designers
Become a Destination Wedding Planner 8
Meet Our New Advisory Board 12
Same Sex, Different Destination Wedding 18
Social Media for the Wedding Industry 24
Signature Summer Sips 25
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8
18
Table of Contents
Features
Mapping the Way to Success—Add Destination Wedding Services to Your Business… …… 8
If you love globe trotting and seeing the world,
planning destination weddings could be in your
future. Still, there is a great deal to consider
before dipping your toes into this lucrative and
rewarding market. Destination wedding pro Ali
Phillips shares her tips and those from other
pros to help you get started on the journey.
Wedding Planner Magazine Welcomes New
Advisory Board Members…………………………………… 12
From celebrity wedding planners to industry
consultants, find out who comprises the Wedding
Planner Magazine Advisory Board, sharing their
time and talents with staff and readers alike.
Education: Climbing the Ladder One Point
at a Time…………………………………………………………………… 13
Discover the ins and outs of and what’s new in
the Association of Bridal Consultants education point system. Find out what it takes to
become certified and work your way up to
the highest level, Master Bridal Consultant™ or
Master Wedding Vendor™.
27
The Local Bridal Marketing Advantage:
5 Tips on How to Target Your Plan…………………… 14
Southern Bride and Groom’s Jenna Parks
Olender shares tips for how planners and
vendors can mine business by targeting their
regional marketing for success.
Same-Sex, Different Destination Weddings—
Destination Weddings for Same-Sex Couples
Require Different Skill Set… ……………………………… 18
Same-sex destination wedding couples face a
number of challenges that heterosexual couples
don’t. Whether it’s an elopement or a traditional
destination wedding, there are a number of legal
and safety issues couples must face. Discover
the talents and resources necessary to become
a destination planner for same-sex couples.
29
Discover the National Stationery Show……… 20
Whether designing your own stationery
line and looking for new papers, styles, and
inspiration or whether you are seeking online
resources and vendors who offer the services
to supplement yours, the National Stationery
Show is a wonderful resource every year.
The Craft of the Summer Cocktail… ………………25
Nicety or necessity? Signature sips have gained
in popularity in recent years. Savvy clients see
it as a way to enhance their wedding theme
and extend a considerate welcome to guests.
Find out the latest ideas for signature drinks and
discover three recipes from a master mixologist.
Departments
International: Celebrating Fíorghrá
(“True Love”)— in Traditional Scottish Style…… 15
Though wedding traditions shift and change as
the years pass—no matter the culture—various
elements continue to shape modern affairs.
This article explores many historic Scottish
traditions and how they remain alive today.
Industry Best Practices…………………………………………26
What is your favorite, best-kept secret locale
for a destination wedding?
Real Wedding—Indiana… ……………………………………27
International travel and the bohemian lifestyle
were the inspiration behind this antique-laden
wedding at the University of Indiana.
Real Wedding—California……………………………………29
Three was not a crowd for this wedding in which
the bride, groom, and the mother-of-the-bride
were equally involved in the planning process.
Columns
Master Bridal Consultant™:
Sari L. Skalnik, MBC™……………………………………………… 21
Ask the Experts………………………………………………………22
Wedding Planner Magazine readers pose their
pressing industry-related questions, and members of our advisory group have the answers.
Business Basics: The I Dos and I Don’ts: Social
Media for the Wedding Industry………………………24
ABC Member Insight: Brian Perry,
Perryfield Films… ……………………………………………………28
Wedding images—what it takes to go from
“good” to “great.”
In Every Issue
Contributors…………………………………………………………… 6
ABC President/Editor/Publisher Letter………… 7
ABC Meetings & News………………………………………… 16
Wedding Planner Magazine
5
CONTRIBUTORS
Gloria Boyden, MBC™, earned bachelor and
master degrees from Purdue University, has been a
technical editor for Budget Weddings For Dummies and
authored her own copyrighted handbook on beginning
wedding planning. She is the director of education for
the Association of Bridal Consultants. Boyden, based in
Carmel, Ind., is married to Thomas, and has two adult
children and four grandchildren.
Promote your product or company
to the wedding industry
ABC Corporate Members: Dena Davey 1.860.355.7000
ABC Corporate Members and United States: Bruce Todd 1.608.780.9836
Meghan Ely is the owner of wedding marketing and
A publication inspired by
the
1 Issue 2
May/June 2011 Volume
wedding PR firm OFD Consulting in Richmond, Va.
She is a frequent contributor to industry magazines
and blogs, a highly sought after speaker, and a proud
member of the Association of Bridal Consultants.
by the
A publication inspired
nts
Bridal Consulta the publication for wedding planners,
Association of Volume 1 Issue 4
professionals, and designers
ber 2011
September/Octo
the publication
s, professionals,
for wedding planner
and designers
Lindsey Hunter of Get Knotted, Roxburghshire,
England, is a woman of many talents. She is a wedding
planner who like to extend her skills for clients as she also
offers wedding styling and floristry, hires props for venues,
and makes exquisite handmade vintage brooch bouquets.
Premier Issue
the
March / April 2011 Volume
1 Issue 1
the publication for wedding
designers
Fabulous Tented Wedding
s…Economic Outlook…
Savvy Ceremony Insight
…Irish Wedding Traditions
…Favorite Apps and more…
Catering Trend
Allison Kline, ABC™, is the Association of Bridal
Consultants state manager for Wisconsin and Minnesota and owner of sash&bow, Strike a Pose, and
Birch Haven in Green Bay, Wis. Four years after starting
sash&bow, a wedding and event planning company, she
became the premier planner in the area. For inspiration,
she has attended the National Stationery Show in New
York City for the past three years.
planners, professionals, &
ry
ta Mass Milita
t Puerta Vallar
s Alan Berg’s Insigh ation Contract Tips
Flower Show Inspir
Wedding
wedding prorector
by the
Association
September/October of Bridal Consultants
2012 Volume 2 Issue
4
2012
July/August
3
Volume 2 Issue
the publication for
wedding planners,
Color Trends…
Business of Brides 2010…
Italy FAMinar Highlights
the
January/February 2012
Volume 1 Issue 6
professionals, and
designers
Top 10 CaTerin
g Trends 8
soCial Media sTraTeg
y 12
8 sTeps To a greaT
ConTraCT 21
new! ask The experTs
23 ers
, and design
professionals
sayrs,
“yes”
planne
g
To
proposa
weddin
l planning 24
SYE’s
tion forl Wedding
Inaugura
the publica
at Trump
planners, professionals, and
designers
Soho…Business Ethics…
…Giving Back & more
7 tips for
Day-of
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on: anywhere
Destinati
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you wort
what are
tant 13
your assis
assisting
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Mayan weDD
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Basic
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ice planning
vs. full-serv
the
Volume 3 Issue 4
September/October 2013
designers
by the
Consultants
Association of Bridal 2 Issue 1
Volume
March/April 2012
Jenna Parks Olender is co-publisher of Southern
Bride & Groom, the leading bridal magazine for North
Carolina’s Triangle region for 27 years. Jenna has served
on the Board of the Triangle Chapter of the National
Association for Catering & Events for the past three
years, and is an active member of ISES and the Triangle
Bridal Association.
y
AnniIsvesrsuare
the publication for
wedding planners,
1st
the publication for
wedding planners,
by the
Consultants
Association of Bridal 2 Issue 5
Volume
/December 2012
November
designers
professionals, and
What It Means to Be a MBC™
designers
24
the
2013 Volume 3 Issue 5
November/December
A leader in the wedding industry, Ali Phillips is the
chief wedding orchestrator of Engaging Events by Ali,
Inc. Named an A-List Destination Planner by Destination
Weddings & Honeymoon, Top Wedding Planner by Chicago Magazine, and one of Chicago’s favorite wedding
planners by Brides, she is also national president of Wish
Upon a Wedding. In her free time, you’ll find Ali boating
on Lake Michigan, volunteering with Step Up, and traveling the world in search of the perfect retirement spot.
Building a Brand
Green Weddings
Business of Brides Review
Creative Ceremony Details
2014 Catering Trends 8
Going Out at the Top of
Your Game 13
Simon T. Bailey 19
Create a Culture of Success
22
Burning the Candle at Both
Ends 24
8
TTers of The Year!
2012 WPM Trendse
shooTs 13
5 TiPs for sTYlized
ion secreTs 18
real Wedding subMiss
Planning 21
2013 financial
are You readY?
g
eloPeMenT Plannin
the
Association of Bridal Consultants6
Volume 3 Issue
January/February 2014
designers
professionals, and
designers
34
Emerging Color Trends
55
WPM Advisory Board
19
Nigerian Weddings
the Cloud 23
Doing Business in
g9
Lightin
Dramatic Event
islands 15
international: the Greek
Business of Brides 8
success 24
18 5 tips for Bridal show
state of the industry
future? 25
farm-to-taBle: fad or
A publica
Association tion inspired by the
of Bridal Consult
ants
2014 Volume
4 Issue 3
July/August
the publication
for wedding
planners, profess
ionals,
and designers
Top Wedding Design Trends
of 2014 8 Marketing to
Attract New Business 11
Novice Pitfalls & How to
Avoid Them 22 The Right
Way to Merge Businesses
25
7 Ways to Increase Your Pinterest
Influence 26
Paul Sanguinetti, award-winning lead mixologist for
Patina Restaurant Group, designs all cocktail offerings
for the West Coast culinary destinations and has recently developed the wine program at the Wine Bar at
the Hollywood Bowl, the absinthe program at Kendall’s
Brasserie, consulted on Patina Tokyo’s bar program, and
is preparing to unveil the Patina Catering craft cocktail
program this summer.
6
Become a Desti
nation WeDD
ing Planner
meet our neW
8
aDvisory Boar
same sex, Diffe
D 12
rent Desti
nation WeDD
social meDi
ing 18
a for the WeDD
ing inDustry
24
signature
summer siPs
25
November/December TREND issue deadline is Sept. 7, 2014
January/February BUSINESS OF BRIDES issue deadline is Nov. 7, 2014
Editor Beth Erickson
Creative Director Nancy Flottmeyer, PBC™
Art Designer Nancy Flottmeyer, PBC™
WritersGloria Boyden, MBC™
Meghan Ely
Jon Goldman
Lindsey Hunter
Allison Kline, ABC™
Jenna Parks Olender
Brian Perry
Ali Phillips
Paul Sanguinetti
Proofreader Kim Seidel
PhotographersApropos Photography
Brillant Studios
Calynn Berry Photography
Emin Kuliyer
fotografiadistinta.com
Glen Weisgerber
Image by Andrew Jack
Janet Mootz Photography
Perryfield Films
Studio EMP
ABC Corporate SalesDena Davey
ABC Corporate and U.S. Bruce Todd
Wedding Planner Magazine, inspired by the Association of
Bridal Consultants, is published bi-monthly by Wedding
Planner Magazine LLC, 400 Main Street, La Crosse, Wisconsin
54601.
Phone: 608.796.2257. Fax: 608.796.2253.
Email: [email protected].
Visit: www.WeddingPlannerMag.com.
Copyright 2014 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.
"Love recognizes no barriers. It jumps hurdles, leaps fences, penetrates walls to arrive at its destination
full of hope."
- Maya Angelou
When Maya Angelou died in May, the world not only lost an amazing poet and activist, it lost someone
who learned a lot about love over the years—and who taught us about it through words.
As industry professionals, we can thank love for the work we do. And we can thank the perseverance of those
who love, too. It is precisely love’s superhero-like ability to break barriers and leap fences that leads to any
client’s wedding. These days, many barriers are being broken down in the same-sex marriage arena. Laws are
changing throughout the world, making it possible for couples to overcome challenges and maintain hope.
In this issue of Wedding Planner Magazine, it’s about the journey and the destination. Navigate the hills
and valleys of destination wedding planning for today’s same-sex couples in the final installment of our
Same-Sex Marriage Series. Plus, for those interested in adding destination wedding planning to their
service line, Ali Phillips, of Chicago’s Engaging Events by Ali, offers her tips as well as those of other
destination pros around the world so you can travel that road well informed and prepared.
You’ll also learn what our readers think are the best-kept, secret locales for destination weddings around
the globe in Industry Best Practices. And find out the ancient cultural traditions of Scotland and how
they are making appearances in today’s modern weddings. This issue is laden with so many tips that you
won’t want to put it down. As you read, consider sampling the signature cocktails suggested by one of the
master mixologists with The Patina Restaurant Group (p. 25).
Finally, don’t forget about the destination for Business of Brides this year! Join us at Sandals Whitehouse
in Whitehouse, Jamaica, on Nov. 8 – 12, for what promises to be a memorable experience filled with
networking, education, and fun-in-the-sun! Visit www.BusinessOfBrides.com or www.BridalAssn.com for
more information.
© apropos photography
Publishers Nancy Flottmeyer, PBC™
David Wood
Letter
letter
Volume 4 Issue 3
July/August 2014
inspired by the
A publication Consultants
of Bridal
Association
4 Issue 3
2014 Volume
July/August
the publication
for wedding
nals,
planners, professio
s
and designer
© Brilliant Studios
Beth Erickson
Editor
[email protected]
8
ng Planner
ation WeDDi
12
Become a Destin
aDvisory BoarD
meet our neW
ng 18
ation WeDDi
ent Destin
24
same sex, Differ
ng inDustry
for the WeDDi
25
social meDia
summer siPs
ure
signat
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.
Nancy Flottmeyer, PBC™
David M. Wood,
Publisher/Creative Director
Publisher/President,
[email protected] Association of Bridal Consultants
upcoming Issue: Catering Trends - Blogging - Office
Spaces - Mobile Websites - and more!
Wedding Planner Magazine Advisory Board
Tonia Adleta, PBC™, Aribella Events - Frank J. Andonoplas, MBC™, Frank - Alan Berg, www.AlanBerg.com Donnie Brown, Donnie Brown Weddings and Events - Merryl Brown, Merryl Brown Events - Mark Kingsdorf, MBC™,
Disney Catered Events - Carmen Mesa, MBC™, Carmen Mesa Weddings and Events, Inc. - Shelby Tuck-Horton, MBC™,
Exquisite Expressions and Events
7
d e s t i n at i o n w e dd i n g s
Mapping the Way to Success—
Add Destination Wedding Services to Your Business
By Ali Phillips, Engaging Events by Ali, Inc., Chicago photos by Brilliant Studios
Have wanderlust for travel? Want to plan weddings on the
beaches of the Caribbean or on a mountaintop in Colorado? Do you
want to get out of your own city and explore the world while also working? Consider adding destination weddings to the service line of your
business. Destination wedding planning can be a natural and rewarding
extension of your current offerings.
What to consider
If you’re thinking of getting into the destination event-planning market, it’s
important to know what to expect. Clearly, there is a lot of travel involved
in destination wedding planning. Trips to research venues are a must, and
trips for planning and vendor selection are often required. Then there is
traveling for the wedding weekend itself. It sounds glamorous, but the fact
is, being away from home and alone, making your way through foreign
countries and sleeping in different hotel beds is not everyone’s cup of tea.
Also, consider your personality. A great destination planner is one
who easily adapts to different cultures and methods of doing business.
Response times can be slower in some countries, so extra patience is
required. Often, venue catering teams in smaller destination markets
don’t have experience working with outside planners, so you need
to gently teach them as you go. Most of all, you need to stay flexible,
friendly, and open-minded. For instance, in Caribbean cultures it’s
always best to begin a conversation (either in person or on the phone)
by greeting with a happy “Good morning!” or “Good afternoon!” and
asking the person how they are doing.
8
“Respect and understand the local vendors,” says Aimee Monihan of
Tropical Occasions, the leading destination wedding company in Costa
Rica. “Find out how they do things differently and work in their style,
not trying to enforce your own. You will be met with much more respect,
gratitude, and cooperation.”
You also need to get comfortable with communicating virtually.
A good, worldwide calling plan or Skype account is indispensible
for international calls, and phone features like WhatsApp (a crossplatform messaging app for mobile devices) can help you communicate
with vendors and clients when you are on property. Technology is
constantly changing, so it’s important to stay abreast of new apps and
services as they develop.
Where to start
1. Research, research, research.
A good way to start researching the destination wedding market is by
reading travel magazines (Condé Nast Traveler, Travel + Leisure), destination wedding magazines (Destination Weddings & Honeymoons and
Destination I Do), and destination wedding and honeymoon blogs (www.
JeteFete.com and www.DestinationWeddings.com). If you have traveled
in the past, think about the places you’ve been and how a wedding would
look and feel in that area. When you travel on your own, keep an eye
out for hotels and venues that would work for your clientele. You even
can do impromptu property tours; hotels and venues are usually glad to
showcase public areas to industry colleagues.
“It’s incredibly important to stay up-to-date on the travel world,” says
Susan Moynihan of The Honeymoonist, a boutique travel-planning
company that focuses on honeymoons and destination weddings. “The
same hotel you visited two years ago in the Caribbean may be under new
management that isn’t the same quality as you experienced. If you can’t
travel there yourself, find a trusted independent source who can advise
you; a hotel in trouble may not be forthcoming about it.”
Mexico is another big player in the destination wedding market. Love
Mexico (http://LoveMexicoWeddings.com/) is a government-affiliated
organization that offers training at conferences in Mexico and the
United States, all designed to teach vendors how to sell and plan destination weddings in Mexico. Local tourism boards are another great way
to connect with resources; you can find a list of them at Tourism Offices
Worldwide Directory (http://www.towd.com).
2. Tap into seminars.
There are increasingly more online resources supporting the destination wedding market. For instance, Sandals Resorts offer great
seminars focused on weddings and honeymoons through its Sandals
WeddingMoons® Specialist Training program. At the Association
of Bridal Consultants’ (ABC) annual Business of Brides Conference
(held this year at Sandals Whitehouse in Jamaica, Nov. 8–12), attendees can get training to sell Sandals weddings and honeymoons.
Sandals often does destination “fam trips,” or familiarization trips,
in conjunction with training, which is a great way to see its properties in person. "We thrive on travel agent education and encourage
everyone to take part in these experiences so they can learn to grow
their businesses, share strategies and success tips with fellow agents,
and of course, experience our stunning Luxury Included® resorts. We
pride ourselves in offering our travel agents all the tools they need
to wow their clients. It's up to the agents themselves to learn all they
can to truly take advantage," says Marsha-Ann Brown, director of
romance, Sandals Resorts.
3. Visit destinations and share what you know.
Is there a country or culture that has long fascinated you? Destination
wedding planning gives you the opportunity to get to know a place on a
deeper level. You can be better off focusing on a place you love and sharing
that with clients. “You can't be all things to all people,” says Candice
Coppola of Connecticut-based Jubilee Events, who works frequently in
Barbados. “It's best to choose a few select locations and make yourself an
expert in those regions. Your business will grow slowly, but eventually, you
can see a rapid increase in your referrals for destination weddings.”
If you want to focus on a certain destination or region, begin by learning
all you can about the area, ideally traveling there in person and making
contacts. “Wedding planners should definitely explore the destinations
they are thinking to recommend to their clients,’ says JoAnne Brown,
CEO of Celebrations in Grand Cayman. “It’s vital that they know what is
available in the destination so they can truly guide their couples to the
dream wedding they are looking for. Be open to the culture and special
idiosyncrasies of the destination to make it a truly unique experience.”
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When you’re back from your visit, share what you know on your website
or in a local wedding outlet. Writing about your travels displays your
expertise and shows your commitment to working in that locale, which
makes for stronger relationships on the ground. Your website should
also clearly state that you handle destination weddings, and list any
regions in which you specialize. Feature your destination weddings on
your website, proving to potential clients that you’re comfortable and
confident in this arena.
value-added extras for guests,” says Moynihan. “You also want someone
who understands the unique nature of destination weddings and will
treat your clients with the same personal care that you bring.”
But you don’t have to be fluent to be effective. “Learn the language where
you will plan, even if it is just salutations like, ‘thank you,’ and wedding
language from flowers to décor items,” says Monihan, who is fluent in
Spanish. “The locals will respect your eagerness to communicate with
them, and react willingly back in terms of communicating with you.”
You also need become knowledgeable on legal marriage requirements,
here and abroad. Each of the United States, and even the counties
within them, varies on legal requirements and application times for
marriage licenses. Foreign countries may have residency requirements
(in France, it’s 40 days for a civil ceremony) and other parameters. In
Mexico, for example, a blood test is required for legal weddings and the
civil ceremony must be performed in Spanish before two witnesses. To
avoid the hassle, many couples simply wed legally in their hometown
before they travel, then have a symbolic ceremony abroad. If your client
does this, ask in advance if they want their family and friends to know
about it; some couples prefer to keep this quiet.
6. Know the legalities.
When it comes to destination wedding legalities, every country has its
own regulations. For instance, Turks and Caicos requires outside vendors
to get a work permit, which can take up to three months to process. Many
countries have customs restrictions; if you’re bringing photographers
and videographers from the United States, they need to have proper
4. Learn the language.
Depending on the destination, English may not be the primary language. documentation to work and bring in their equipment. “Make sure you’re
You may need to find a translator (often a hotel staffer with a good com- well aware of the laws surrounding working in other countries to protect
mand of English) for some negotiations. Or better yet, learn how to speak yourself and your business,” advises Coppola. “Don’t expect things to be
the language yourself. Think about where you want to work. Spanish and as cut and dried as they would be in the United States. It can be difficult
and challenging to understand the laws in other countries and how your
French are widely used abroad, but if you have a passion for Italy, start
learning Italian. Rosetta Stone, Pimsleur, and Berlitz offer great at-home business can operate, but it’s extremely important.”
instruction tools. You can take a language course at a local university or
even do an in-country immersion program like the ones offered through And it’s not just abroad; you’ll find the same thing across the United
States. Take California: The regulations for winery weddings are much
www.LinguaServicesWorldwide.com. When you travel, download a
stricter in Napa County than in neighboring Sonoma. Do your research
translation app onto your smart phone with translation services in case
you get into a bind—iTranslate (www.ITranslateApp.com) and Word Lens before you book, and be sure to add a clause in your contract that
reimburses you for any extra expenses you incur.
(www.QuestVisual.com) are two popular ones.
5. Connect with a great travel agency.
With an average of 50 guests in attendance, travel is a key component
of destination weddings. To assist your clients and their guests, make
connections with a great travel agency. The Honeymoonist (www.
TheHoneymoonist.com) works with clients across the country; or check
for agents in your local area whom you can meet in person. Make sure
the agency you work with has the same quality and attention to detail
that you do, as they can be an extension of your business. “A good travel
planner should have connections beyond just hotels, from air to travel
wholesalers, which gives you different ways to access the best rates and
10
If you’re serious about becoming a destination wedding planner, follow
these tips, and remember, at the end of the day, do what you love
and remember that your task is to give your clients what they want,
wherever they want it. ••
Ali’s Top Tips for Working with On-Site Planners
1. Start off on the right foot. Ask if the on-site planner has worked with a
destination planner before and what they thought about the process. This
establishes that you are excited and open about the relationship you are forming and gives them the opportunity to share past successes or weaknesses. Laura
Reyes, group sales with the Viceroy Riviera Maya, says, “Sharing your thoughts,
concerns, and ideas will allow the hotel planner to understand your client's
needs and make sure things get done. Our job is to make things happen and the
more we know the better”
2. Establish contact procedure. Develop a plan for how you will communicate
with each other. Does email suffice, or should you do monthly or weekly Skype
calls to keep up-to-date. Also, establish who will be the primary go-to for the
client, so you come across as a unified front and avoid mixed messages.
3. Define outside vendors. In your first conversation, ask which local vendors the
on-site planner prefers, or if they have any exclusive partners with whom you
are required to work. Also ask about contingency plans: Is there a fee to work
with vendors not on their exclusive or preferred list? Is there a fee if your client
wants to bring people in from outside of their hometown, such as an officiant
or photographer? Reyes suggests taking a team approach. “Using hotel vendors
allows you to have people on your team that know the property well and know
what works and what doesn’t. Take advantage of the hotel's relationships and
years of experience to get all you need and more,” she says.
4. Think beyond the contract. Often, the person you work with in catering sales
to confirm the wedding contract is not the person you end up working with once
the contract is signed. While in negotiations, ask to meet or speak with the person
you will be working with once the contract is in place to ensure you’re on the
same page or can get there.
5. Create a timeline. Discuss turnaround times you will both meet for information,
quotes, and proposals. If you ask upfront, you’ll have a better understanding of
turnaround times for yourself and to communicate to your client. Onsite planners
at popular venues may have weddings every day of the week and not be able to
reply as quickly to emails or phone calls. Knowing what to expect cuts down on
stress and worry for you and your client.
6. Develop a team mentality. The onsite planner is your eyes and ears at the
property, and they know the space best as they work there full time. Use that to
your advantage by working as a team on your client’s wedding. Who knows, you
may gain a new friend who loves working with you and who will refer you clients
in the future!
11
f e at u r e
Wedding Planner Magazine Welcomes New Advisory Board Members
The Wedding Planner Magazine Advisory Board consists of industry exWEDStyle Awards. Members of the Advisory Board serve a two-year term
perts who volunteer their time to advise the editor, suggest content, and with two positions renewable as emeritus board members. The 2014 answer Ask the Expert questions in each issue. They also judge the annual 2016 Wedding Planner Magazine Advisory Board members are:
Tonia Adleta, PBC™
Aribella Events, Hockessin, Del.
Tonia Adleta, PBC™, is the owner and creative
director of Aribella Events, a boutique wedding and event planning and custom floral
design studio with roots in the Philadelphia
area. As a creative, a mother, a dreamer, a
traveler, an artist, a connector, a coffee junkie
(seriously, the dog’s name is Macchiato!)
a speaker, and a writer, she believes in the
power of connection and pursues beauty,
striving to make a difference by creating
moments to celebrate life itself.
Frank J. Andonoplas, MBC™—
WPM Emeritus Member
Frank, www.FrankEventDesign.com, Chicago
Frank J. Andonoplas, MBC™, has been an Association of Bridal Consultants (ABC) member
for more than 20 years. His expertise
has been featured on numerous local and
national televisions segments and wedding
magazines and blogs. He has been honored
with numerous Chicago Excellence Awards,
The Gala Award, The Penner Heart Award,
and recently was named Event Planner of the
Year by Event Solutions.
Alan Berg
www.AlanBerg.com, Kendall Park, N.J.
With more than 25 years in sales, marketing,
and sales management, including working
for 11 years for The Knot, Alan Berg has been
called “North America’s Leading Expert on the
Business of Weddings & Events.” In addition to public speaking and consulting with
entrepreneurs and local businesses, Alan is a
contributing education guru for WeddingWire.
Berg is an author, in-demand professional
speaker, and a member of the National Speakers Association.
Donnie Brown
Donnie Brown Weddings and Events,
www.DonnieBrown.com, Dallas
Celebrity Wedding Planner, Donnie Brown, of
Donnie Brown Weddings and Events in Dallas
is known for his 11 seasons on Style Network’s
Whose Wedding is it Anyway? He’s a published
author and has been written up in virtually every bridal and fashion magazine and produced
more than 3,000 high-end weddings. Clients
include LeAnn Rimes, Dixie Carter, Olympian
Sanya Richards, and many more.
12
Merryl Brown
Merryl Brown Events,
www.MerrylBrownEvents.com,
Santa Barbara, Calif.
Merryl Brown is a Santa Barbara-based, awardwinning Certified Wedding and Event Planner
with a master’s degree in international affairs
from Columbia University. Before becoming
an event producer, she was an international
banker. Brown is fluent in both Portuguese
and Spanish. She specializes in elegant corporate events, social events, and weddings.
Mark Kingsdorf, MBC™—
WPM Emeritus Member
Disney Catered Events, http://DisneyCateredGroupAndConventions.com, Orlando, Fla.
Mark Kingsdorf, MBC™, is the Association of Bridal
Consultants’ Florida state manager and works as
a catering coordinator for Disney Catered Events
at Walt Disney World Resort in Florida. Mark
is the founder of Philadelphia’s The Queen of
Hearts Wedding Consultants and has produced
weddings and taught internationally.
Carmen Mesa, MBC™
Carmen Mesa Weddings and Events,
Inc., www.CarmenMesaEvents.com,
Cooper City, Fla.
Carmen Mesa, MBC™, is the owner, principal
wedding planner, and event designer of Carmen Mesa Weddings and Events. She has 20
years of experience in the wedding and event
industry and is a proud and active member
of the ABC, for which she serves as the South
Florida senior co-director and Caribbean manager. In 2012, Mesa achieved Master Bridal
Consultant™ status. She is the only Master in
South Florida and one of only 76 in the world.
Shelby Tuck-Horton, MBC™
Exquisite Expressions and Events,
Inc., www.ExquisiteExpressions.com,
Mitchellville, Md.
Shelby Tuck-Horton, MBC™, is president and lead
wedding planner and designer at Exquisite
Expressions and Events, Inc., a full-service wedding and event planning company located in the
Washington, D.C. metro area. She is also the ABC
state manager for Maryland and Washington,
D.C. She is a Miss Dorothy Award recipient and
has received numerous awards for her leadership
positions in the wedding industry. Shelby is an
industry speaker and college instructor.
e d u c at i o n
Climbing the Ladder One Point at a Time:
The Ins and Outs of the
ABC Education System
By Gloria Boyden, MBC™, ABC Director of Education, Carmel, Ind.
Whether you are just starting your wedding
industry career or are already mid-career, you
may have realized that your credentials set you
apart from your peers. All things being equal
with another qualified planner or vendor, why
should a client choose you rather than someone
else? Clearly, it’s because of your credentials.
Qualifications are important
In a recent article appearing in a regional,
Midwest newspaper, the reporter interviewed a
wedding planner who said she did not need any
education to do her job—she was qualified because she loved her work and the industry. But
is that really true? Attitudes like that illustrate
the need for education to elevate the industry.
And that education exists. The Association of
Bridal Consultants (ABC) has a means of achieving industry credentials and advancement.
Planners and vendors just need to set a goal and
start climbing the ladder. Everything you do
earns points, including weddings, educational
courses, leadership roles, industry contributions, and volunteer positions. You keep the
score and maintain the records to prove your
accomplishments. Here’s how to start climbing:
25 points) includes your ABC membership,
serving as Local Networking Group (LNG)
coordinator, mentoring a new member, and
holding other ABC appointments or other
industry designations.
Professional Industry Contributions & Related Activities
Professional Industry Contributions (max 25)
includes anything that enhances the wedding
industry profession, like writing articles,
presenting a seminar, authoring a book,
creating a video, or teaching a course. Finally,
Related Activities (max 25) includes volunteering, serving as an officer or board member in
an industry-related organization, and holding
membership in other organizations. This area
is how you give back to the industry.
What about designations?
Nothing says you know the industry better
than having those little letters after your
name—letters that show you have devoted
the time and energy to better yourself to your
clients benefit. ABC designations and points to
earn them are:
25-49 points:
Professional Development Program
Education that earns you the most points.
The ABC believes in education and is the only
industry association that requires education
for renewal. The Professional Development
Program that can be purchased from the ABC is
worth 25 points when completed. It grants the
same points as the Penn Foster program with
similar course content.
Certified Wedding Planner
To become a Certified Wedding Planner, you
need a minimum of 10 points in education.
Almost any industry-related educational course
or seminar, with documentation, counts. You
can figure .25 point for every hour of education;
the ABC seminars carry more weight. Education
has a maximum number of points set at 40.
Professional Industry Experience &
Leadership
The other areas where you can earn points are
Professional Industry Experience (max 30),
which includes assisting others and planning
and directing weddings. Leadership (max
Certified Wedding Planner (CWP)
or Certified Wedding Vendor (CWV)
50-74 points:
Professional Bridal Consultant™ (PBC™)
or Professional Wedding Vendor™ (PWV™)
years to advance in this system, completing the
requirements for advancement will take time.
The most prestigious, and the most difficult to
achieve, are ABC™/AWV™ and MBC™/MWV™.
While the ABC office issues the designation for
the accredited credentials, requirements are
different for the masters. To achieve it, not only
do you need 125 plus points, you also need to:
• complete an application,
• present a binder of documents that builds
from the former levels,
• make a portfolio on a wedding at which you
were the lead,
• complete an in-person interview to a panel of
Master Bridal Consultants™/Master Wedding
Vendors™. The panel judges your worthiness.
And, in the end, the points earn you the
interview, not the title. Historically, one in
three or more candidates do not make this
designation.
Remember, working hard for something makes
it worthwhile. No one just hands out a college
degree, advanced medical fellowships, certified
public accountant designation, or the like.
If you want to be at the top in the wedding
industry, the ABC has a platform to get there.
As an accredited or master’s level professional,
you can gain more weddings, more credibility,
and very likely more income. Start climbing;
just remember to keep track of your journey. ••
75-124 points:
What’s new to the ABC Point System?
Accredited Bridal Consultant™ (ABC™)
or Accredited Wedding Vendor™ (AWV™)
•Applicants need 75-124 points for ABC™ and 125 +
points for MBC™.
• The ABC website has separate grids for beginning
designations and for those requiring 75+ points.
• There are minimum requirements in each category
for ABC™/AWV™ and MBC/™MWV™.
• Applicants must have attended Business of Brides
Annual Conference: once in four years for ABC™
or AWV™, and two times in five years for MBC™/
MWV™.
• In the ABC™/AWV™ and MBC™/MWV™ designations,
new points may need to be recent. Check these
carefully.
• To move to PBC™/PWV™ from ABC™/AWV™, you
must submit 50-74 points to the ABC office.
• You must be accredited to apply for MBC™/MWV™.
• Every point you claim must have documentation.
• Each member keeps track of his/her own points
and documents.
125+ points:
Master Bridal Consultant™ (MBC™)
or Master Wedding Vendor™ (MWV™)
The system is progressive. Before you go to
any higher level, you must have achieved the
designation directly beneath it with points certified by the ABC office. When the system first
began years ago, some planners and vendors
were grandfathered into the program. This is
no longer an option as the system has been in
place for many years. To achieve designation,
you must submit your points and have them
validated by the ABC.
What it takes to make it to the top
Although you no longer need to wait three
13
f e at u r e
The Local Bridal Marketing Advantage—
5 Tips on How to Target Your Plan!
By Jenna Parks Olender, Southern Bride & Groom, Durham, N.C.
Weddings are indeed the culmination of many dreams, as well as a
dream-come-true enterprise for the many wedding-focused businesses
that dedicate themselves to creating those joyous celebrations.
According to the 2012 Wedding Report, 80 percent of couples are married
within 50 miles of their home, and the vast majority of those actually wed
within 25 miles. Therefore, targeted regional marketing is the cornerstone
of success for most bridal businesses—from event venues to specific services such as wedding planners, caterers, bakeries and florists. The most
strategic way is to market your services to the largest pool of likely clients
and their mothers. So, if a large part of your goal is to get connected to the
ideal couple in your business area or drivable region, the following tips will
help to target your plan.
clients are picking up a national magazine and browsing wedding blogs
for inspiration or planning a visit their hometowns to check out venues,
generating a direct contact all comes down to having a presence both
where they are actually having their wedding and when they are shopping for resources.
4. Spend (or Don’t) Wisely
Today’s client is attacking wedding research from all angles. Therefore, you
should do likewise with your marketing plan! Investigate the various local
media available. If considering buying space on a website or blog, ask for
the traffic and stats specifically relevant to your business.
• A magazine should disclose print count and distribution outlets. If it is
sold, ask for the actual sales totals from the stores in your region.
• Inquire about the average number of brides and/or grooms rather than
visitors attending wedding shows.
1. Know Your Customer Base
When forming a marketing plan, first identify your “bread-and-butter” busi- • Ask how marketers are using their social media platforms: Are they
attentive to your target bride and demonstrating support of their
ness. Your client list from the last two years will provide the statistics. Are
customers with extra coverage?
the majority of your clients coming from within your city limits? If your customers are coming to you from various parts of your state or region, what
are the trending cities or metropolitan areas? Identifying the percentage of To refine your choice further, position yourself alongside those you
clients that typically come from each target area helps in allotting marketing consider to be peers—professionals in your territory who share similar
pricing and professional standards. Choose outlets you can reference as a
dollars. Those from outside your region who return because of family or
badge of honor. If there is a local marketer who helps you cover all these
school ties count as “locals” who are seeking services within your area.
grounds, lucky you!
2. Identify Your Image
Not all marketing is paid; there are countless national and local bridal
Most importantly, consider details about the clientele you are
blogs and magazines that accept submissions from non-advertisers.
attracting and booking. Do most fall within a certain budget, age, or
Use Google maps and other complimentary listings. Your own blog may
education range? Do they have a particular style? Figure out who you
are and own it. Your plan will be most effective if you are marketing to attract clients because of your steady activity, expertise, and sampled
work. Share your knowledge and speak to brides and grooms at shows,
the people that are most attracted to you,
seminars, and events. Network with other wedding experts in your
your style, and your business model. Now,
region and refer to each other. Finally, use your biggest advocates to
make sure your image reflects what your
support you—your happy clients! Stay in touch, and ask if you can use
bridal customer is seeking. Your brand
them as a referral.
should reflect exactly who you are and
everything from your business
5. Proactive Partnership and Tracking
card, website design, and print
You’ve researched and picked a promising marketing package, so now you
material should coordinate.
get to kick back and wait for clients to rush through the door singing your
ad’s praises, right? Wrong! Realistically, clients do not always remember
3. Inspiration vs. Resource
where they saw your name. A personal recommendation often trumps an
Hunting
ad. But the cumulative effect of seeing and hearing about your company
From the moment a couple
through multiple sources heightens the probability of the client taking the
becomes engaged, the clock
initiative to reach out.
is ticking and planning is
underway. Regardless
Create a tracking system. Ask your clients to fill out a form in which they
of whether or not
have the opportunity to check the ways they heard about you from a
your potential
list of possibilities, including your media sources and partnerships. This
helps jog their memory, and you will get more comprehensive feedback.
Likewise, track your own website each week or month with Google
Analytics to know the scoop on where the client was before he or she
clicked to your website.
And remember, the more you put into your relationship with your
marketer, the more results you should see in reaching and meeting
potential brides! ••
14
International
Celebrating Fíorghrá (“True Love”)— in Traditional Scottish Style
By Lindsey Hunter, Get Knotted, Roxburghshire, England photos by Image by Andrew Jack
In ages past, it was believed that not following Scottish
wedding traditions meant bad luck. Over the years, though, many traditions have died out or changed. Although most aren’t common practice
any longer, there are some who firmly believe traditions should continue.
Here are some Scottish wedding customs and how they are used today:
(clan) has its own tartan, indicated by its unique pattern and colors.
Pinning of the Tartan Getting married in Scotland means not only being with your partner,
but also being part of his or her clan. Men pin their tartan to their wife’s
dress to signify her membership in his clan.
The Speerin
Here, the father of the bride feigned displeasure at the prospective
Wedding Ceremonial
groom, making him work hard for his approval and throwing hurdles in Marriage was a ceremony that involved public celebration. Typically,
the way. After each obstacle was overcome, the vicar made the appropri- there were three components:
ate proclamation from the pulpit. Although less common these days,
• The bewedding, where a surety (taking legal responsibility for another’s
some fathers still like to carry out “The Speerin” in a spirit of fun.
duty or debt) was given by the bridegroom to the bride's father in the
form of pledges or gifts. To recognize this had taken place, pierced
Feet Washing
stones (rings) were exchanged.
On the eve of the wedding, a tub of water was placed in the best room in
• The giving away of the bride to the bridegroom by the bride's father:
the house. The bride placed her feet in the tub, and her older, married feThis was conducted as a separate ceremony and concluded by handmale friends washed them. A wedding ring from a happily married couple fasting—the symbolic act of a couple's hands being tied together,
was placed in the water. Whoever found the ring was believed the next
often with cords or ribbons, representing their union. For modern-day
to marry. The groom then sat by the tub to have his legs and feet daubed
couples who choose to be hand-fasted, it is usually the main focus of
with soot, ashes, and cinder. This tradition symbolizes good fortune and is their wedding day or engagement. It is strongly symbolic and spiritual.
still carried out in some parts of Scotland, in particular, Fife.
• The bridal (Old English bryd ealu, “brides ale drinking) was a tradition
where the bride drank a lot of beer on her wedding day. This tradition
Blackenings is still very popular, though these days it’s not usually ale.
Here, the groom was captured by friends and stripped to the waist before
being bound and “blackened” by things like feather, treacle, soot, and flour. Carrying the Bride over the Threshold He was then paraded through the village whilst his friends made as much
After the celebration, the married couple went to their house. The
noise as possible to make the experience more embarrassing. Of course,
groom, to protect the bride from evil spirits, carried her over the
this tradition still occurs—more commonly known as the “stag do,” where
threshold of their new home. Then, the vicar blessed the new home and
practical jokes are played on the stag for his last night(s) of freedom.
left the couple so that they could finally be together as man and wife.
Today, grooms still carry the bride over the threshold.
A Sixpence in the Bride's Shoe
A coin is placed in the bride's shoe to help bring her good luck. In the
The Beddan
Scottish Borders, where England meets Scotland, a sprig of heather is
The beddan was the closing event. The bride attempted to retire but, as soon
also hidden within the bouquet.
as she was missed, there would be a general rush to the bridal chamber,
which was burst open and filled in an instant to perform the ceremony
Wedding Clothes
of Beddan’ the Bride. After the bride was put into bed, a bottle of whisky
When the wedding clothes were chosen, the bride often chose a colored
and some bread and cheese was handed to her. She gave each a dram and a
dress, sporting the groom’s tartan. The maids usually dressed the bride.
piece of bread and cheese. Her left stocking was then taken off, and she had
Every article of clothing was to be new and never worn before. “Something to throw it over her left shoulder amongst the guests. Those in the room
old something new, something borrowed something blue” must also be
fought for it. The winner was said to be the first among them to be married
worn. For “borrowed,” a ring was the preferred choice. These days, some
next. Although this is no longer carried out, its practice was the forerunner
brides still choose dresses embellished with tartan or tartan capes or sashes. of the bouquet toss, which is very common at Scottish weddings.
Grooms wore typical Scottish outfits—as do many today—including
kilt, sporran (a small pouch worn around the waist, which hangs on top
and in front of the kilt since there are no pockets), kilt jacket, ghillie
brogue (kilt shoes), and other such accessories. The kilt is made of a specific Clan Tartan, a Scottish wool fabric. Clan Tartan is very important
in Scotland even today. Each close-knit group of inter-related families
Today, some couples choose to wed in Scotland to carry on their heritage
or experience the rich traditions. Many traditions are modernized to
suit them, yet no matter what they choose, one thing is certain—Scotland is an idyllic location to wed. With its stunning countryside, beautiful historic venues, and wedding customs that are centuries-old, couples
are guaranteed a meaningful day that is rich in culture and tradition. ••
15
Association of Bridal Consultants Meetings & News
Seminars
On May 12, AnnaMarie Wintercorn, MBC™, Elegant
Weddings & Events, Stuart, Fla., was awarded, along with
her students of Martin County High School Sigma Phi, the
2013 - 2014: Club of the Year, Club Sponsor of the Year,
Best Club Scrapbook, and Outstanding Overall Attendance Club Award by the Student Government. In April,
Wintercorn awarded eight college scholarships to senior
officers of Sigma Phi.
Attend and earn two points for education and professional
development. For more information, or to register, visit
www.BridalAssn.com.
Webinars
Webinars last one hour. Upon finishing the webinar and
essay question, a certificate of completion will be emailed
and the attendant will earn .5 points in education. For more
information, or to register, visit www.BridalAssn.com.
Connecting the Dots:
Stand Out in an Overcrowded Market
Tuesday, July 22 – 11 a.m. EST
Courtney Hammons, PBC™, A Magical Affair, LLC, Franklin, Tenn.
Make Your Income Soar!
Bring Rentals to Your Offerings
Tuesday, August 5 – Noon CST
Allison Kline, ABC™, sash&bow, Little Suamico, Wis.
Color for Weddings
Monday, Sept. 8 – 1 p.m. CST
Nancy Flottmeyer, PBC™, Weddings by Nancy & Wedding
Planner Magazine, La Crosse, Wis.
Regional Meetings
Attend and earn two points per full day for education and
professional development. For more information, or to
register, visit www.BridalAssn.com.
Mid-Atlantic Conference
Tuesday – Wednesday, August 19-20
The Place on the Lake, East Brunswick, N.J.
State Meetings
For local Networking Group meetings, please contact your
state manager or visit www.BridalAssn.com.
“Shine,” Florida State Conference &
Professional Development
Sunday – Monday, August 3 – 4
Speakers: Donnie Brown, Donnie Brown Weddings &
Events; Heather Canada, MBC™, First Coast Weddings &
Events; Kelly McWilliams, Weddings by Socialites; and
Eddie Diaz, CSEP, Encore Creations
Sheraton Lake Buena Vista Resort, Orlando, Fla.
http://www.eventbrite.com/e/shine-assoc-of-bridalconsultants-florida-early-bird-tix-for-aug-2014-tickets11378127285?aff=ED
ABC Annual Conference
Business of Brides
Sunday – Tuesday, Nov. 8-12
Sandals, Whitehouse, Whitehouse, Jamaica
www.BusinessofBrides.com
www.BridalAssn.com
Achievements
Atgron, Inc., Oxon Hill, Md., went live with .wed (dotWED)
for general availability around the globe on May 1, with
couples from Malaysia, Australia, Canada, the United
States, and many other countries taking advantage of its
free giveaway to the first 100 couples to register for a .wed
domain name to personalize their wedding website.
16
Bow Tie Bags, Cleveland, Ohio, has updated its website,
www.BowTieBags.com, so customers can order custom,
fully assembled wedding welcome bags for out-of-town
guests. New features include: new label templates, the
ability to upload a user’s own label image for personalization, and free first document upload for a wedding
weekend itinerary, resort map, or any other documents to
be included in the welcome bag.
Emily Weddings, Inc., Virginia Beach, Va., was named to
The Knot Best of Weddings Hall of Fame 2013; received
the Best of Virginia Beach award in 2013; was named to The
Knot Best of Weddings 2014 for the 5th consecutive year;
and received the WeddingWire Bride’s Choice Award in
2014 for the 6th consecutive time.
Mary Jo Gallegos, MBC™, An Affaire of the Heart,
Beaumont, Calif., taught a WOW—ABC's World of Wedding
Planning on May 24 at the DoubleTree by Hilton Claremont
Hotel. There were 15 attendees. The class is offered to
those who are new to the industry as well as those who
want to jump-start their business.
John Goolsby, MEI, MPV, CPV, ABC state manager for
California, Hawaii, and Nevada, and owner of Godfather
Films, Riverside, Calif., has been named the closing keynote
speaker for the 2014 Wedding MBA Convention on Sept.
18 at the Las Vegas Convention Center. Goolsby also
recently screened at the United Nations in New York. The
film, produced for Convoy of Hope, tells the story of how
impoverished women in this country are being taught how
to operate a business and become self sufficient. To see the
video, visit http://vimeo.com/92290180.
The Gift of Life Event, a
special fundraising dinner and
fundraiser benefitting the
Florida Hospital for Children’s
neonatal intensive care unit
and the making of the movie,
“A Story of Faith,” will be
held Saturday, Sept. 13. "A
Story of Faith" is based on
the book authored by Rosie
Moore, MBC™, 27 Miracles
Wedding and Event Planning,
Windermere, Fla. For tickets,
visit: https://www.eventbrite.com/e/the-gift-of-lifetickets-11066816145 . For information, visit http://www.
astoryoffaith.com/.
Rev. JP Reynolds, Los Angeles, Calif., along with Rev. Clint
Hufft, now co-host a weekly podcast devoted to all things
wedding ceremony. Their lively conversation helps couples
and their planners stay creative and sane while designing
the ceremony of their dreams. Check it out at: www.weddingceremonypodcast.com.
Lynn Whittenberg, Touch of Romance Special Event
Planning Service, Rialto, Calif., was named Social Media
Tablescape Contest Winner for CaterSource Event Solutions Conference & Tradeshow 2014.
Media
Laura Davis, ABC™, Laura Davis Events, Royal Oak, Mich.,
had “Outdoor Michigan Real Wedding” featured on
TrendyGroom.com and “Loaded with Romance Michigan
Wedding” featured on BeMinked.com this spring. She was
also interviewed for story about wedding businesses and
online reviews on WWJ Newsradio 950 (Detroit) on Feb. 21.
Pearlice Diggs, PBC™, P3 Weddings, LLC, Fayettville,
N.C., was featured in “Women in Business” in CityView
Magazine’s March/April issue.
Gail Johnson, ABC™, Gail Johnson Weddings and Events,
Decatur, Ga., had a wedding featured in “Black Wedding
Style: We Love This Glamorous, Southern, Ceremony!” in
Ebony.com, May, and “Traditionally Elegant Wedding with
a New Orleans Flair in Alanta, GA” featured in MunaluchiBridal.com on May 2.
Erik Kent and NJ Wedding.com were featured in “Wedding Road Show Rolls Through LBI” in the Barnegat - Manahawkin Patch on April 29; “Wedding Road Show Draws
Hundreds of Bridal Visitors to Southern Ocean County” in
The Sandpaper on May 1; and in “The Only Wedding Planning Guide You Need” in Packet Magazine, May 6.
http://centraljersey.com/articles/2014/05/06/pm_fine_
living/featured/doc5368de603dea1433895156.txt
La Donna Weddings Officiants & Ceremony Coordinating Services, Macomb, Mich., has been nominated
for Best Wedding Officiant as part of the Detroit A-List's
annual "Best Of" program. Voting closed June 22, but the
winner was not available at press time. The company also
received WeddingWire's Couples' Choice Award for 2014.
No doubt the Internet is a great source of information and
quick information sharing, but it is also a source of scams
and fraud for those seeking to con the innocent. Since the
wedding industry is a growth market, it has been hit with
specific scams. Be on guard against money-scam emails,
particularly from foreign countries, that seek wedding
planning services. Be cautious of unsolicited emails, use a
spam filter, watch for spelling mistakes in what otherwise
looks to be a formal request, ignore offers from unknown
sources. For more tips on Internet fraud, visit: http://www.
fbi.gov/scams-safety/fraud/internet_fraud.
Say I Do Wedding
Destination Expo Updates
Mark your calendars for the Say I Do Wedding Destination
Expo in Los Angeles, Saturday – Sunday, Sept. 13 – 14. In just
one weekend, attendees will find everything necessary for
a perfect event in Mexico, with complete packages and
special discounts. This is a great opportunity for wedding
specialists to boost their business, allowing them to form
strategic alliances directly with Mexican suppliers. At the
Say I Do Wedding Destination Expo, attendees also will
find a great variety of products and services in Mexico.
Held with support of the Mexican government SECTUR and
the Mexico Tourism Board, Say I Do Wedding Destination
Expos were held in April in Mexico City, March in Chicago,
and May in Houston.
Designations
The Association of Bridal Consultants congratulates the
following members who achieved designation March –
April 2014.
Professional Bridal Consultant™
Johanna Alexander, Castle Farms, Charlevoix, Mich.
Melissa Fife, Events by Missy & Company, West Harrison, N.Y.
Wish Upon a Wedding Michigan Chapter board members and
wish recipients David Gorden and Maureen Cahalan
Party at the Port Event Planning Committee members.
2nd Annual Party at the Port Benefitted
Wish Upon a Wedding
By Laura Davis, ABC™, Wish Upon a Wedding, Royal Oak, Mich.
An annual charity event, “Party at the Port” took place
Friday, May 16, at the Waterview Loft at Port Detroit.
The nautically chic fundraiser was set against the
backdrop of the Detroit River and included more than
500 guests enjoying a gourmet dinner, open bar, live
entertainment, and more. The event, which raises around
$25,000 gives 100 percent of the proceeds to charity—this year to the Michigan Chapter of Wish Upon A
Wedding and the Detroit RiverFront Conservancy.
Event sponsors included Association of Bridal Consultant
(ABC) members EventSource, Chair Covers & Linens,
and The Knot. ABC-Michigan chapter raised $3,600 in
donated items to support the silent auction. The following
ABC member organizations made silent auction donations:
English Gardens; Katemarie, Inc.; LaDonna Weddings;
Mary Ann Productions; Royal Park Hotel; Purple
Clover Events; and Sweet & Savory Bake Shop.
The following Wish Upon a Wedding Michigan board
members are ABC members and worked on this event:
Laura Davis, ABC™, Laura Davis Events, media/PR chair;
Kate McClellan, PBC™, Purple Clover Events, community
outreach chair; Ana Skidmore, ABC™, TwoFoot Creative,
event planning chair; Mary Ann Ross, Mary Ann Productions, secretary; and DeVonna Snowden, Chair Covers &
Linens, fundraising chair.
Wish Upon A Wedding is a nonprofit organization that
provides weddings for couples facing terminal illness and
life devastating circumstances, and the Detroit Riverfront
Conservancy is a nonprofit organization committed to
developing public access to Detroit’s riverfront.
Association of Bridal Consultants Meetings & News
Watch Out for Email
Scams and Fraud!
The “must-have” guide to LGBTQ
wedding and engagement photography
carney Wins Copy of The New Art
of Capturing
Love
“Fresh and moving . . .
an education and inspiration to ALL
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photographers—no matter who they
the Wedding Planner Magazine giveaway and will receive a copy of
photograph. Treat yourself to the simple
The New Art of Capturing
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and photographer
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to LGBTQ
phy offers tools for emotive and flattering images that are a must when
creating memories for same-sex couples. The book was published by
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an art to it.”
–Thea Dodds, veteran photographer & Kathryn
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AVAILABLE EVERYWHERE BOOKS ARE SOLD | WWW.AMPHOTOBOOKS.COM
Association of Bridal Consultantscode of ethics
David M. Wood III, President
Gerard J. Monaghan and Eileen P. Monaghan Co-Founders
Beverly Ann Bonner, APR, MBC™, Director of State Managers.................................................beverlyann@weddingbeautiful.com
Elayne Anderson, Director of Operations.......................................................................................................................info@BridalAssn.com
Candice Benson, MBC™, Director of Social Media..................................................................candice@thefinishingtouchevents.com
Gloria Boyden, MBC™, Director of Education....................................................................................................................eventsgrb@aol.com
Dena Davey, Director of Marketing.................................................................................................................................. [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
Nicole DaSilva, Member Services......................................................................................................................................mob@BridalAssn.com
ABC Office: 1.860.355.7000, fax 1.860.354.1404, BridalAssn.com, 56 Danbury Road, Ste. 11, New Milford, CT 06776.
Our ABC members agree to:
• represent each client fairly and honestly,
providing all agreed-to services in a timely and
cost-efficient manner.
• establish reasonable and proper fees for services
and provide written estimates to each client.
• use honest, factual advertising.
• deal with employees and clients fairly, in an
unbiased manner.
• disclose to clients any payments received from
suppliers.
• operate an establishment that is a credit to the
community.
17
f e at u r e
Same-Sex Marriage three-part Series Part three
Same Sex, Different Destination Wedding–
Destination weddings for same-sex couples require different skill set
By Meghan Ely, OFD Consulting, Richmond, Va. photos courtesy of The New Art of Capturing Love: The Essential Guide to
Lesbian and Gay Wedding Photography. All photos are reprinted with the permission of Amphoto Books, ©2014.
The following is the final article in a three-part series on same-sex marriage,
both culturally and politically and within the wedding industry.
Over the last two decades, destination weddings have taken the
bridal industry by storm, encouraging couples to loosen themselves from
the binds of local ties and explore the world beyond. Remote nuptials are
popular options for thrill seekers, cultural enthusiasts, lovers of exotic
locales, and those who love to travel. Same-sex couples have steadily
embraced out-of-state destinations for their weddings as well, with 64
percent traveling to the nearest marriage-equality state to wed, according
to a 2012 survey by www.GayWeddings.com and WeddingWire.
“Same-sex couples have tended to choose destinations outside of their
home states for reasons of practicality over romance,” says Kathryn Hamm,
president of www.GayWeddings.com and coauthor of The New Art of
Capturing Love. “‘Legal elopements’ is probably a more accurate term for
most of these destination marriages, but same-sex couples do also embrace
opportunities to take the show on the road and get married in many of the
destination wedding spots favored by opposite-sex couples as well.”
18
Diane York, owner of Portland, Maine, based Diane York Weddings &
Events, Inc., notes that same-sex destination weddings are an expanding
market for wedding professionals residing in gay-friendly destinations.
While many of her clients have hosted low-key affairs, others bring much
larger crowds. “When we have destination weddings,” she says, “There is
also a need for hotel room blocks for the guests as well as local places to
dine, in addition to booking the photographer, florist, etc.”
How, though, is planning a destination wedding different when working
with a same-sex couple vs. heterosexual clients? From motivation to
execution, same-sex destination weddings demand expert knowledge
and care regarding issues commonly faced by two brides or two grooms.
nice or necessary, elopements can be challenging
Many same-sex couples wish to escape to a tropical paradise or
celebrate their heritage at one of many historical sites around the
world and may find, in some places, that legal marriage is easier to
access than it is at home. Others hope to save money by eliminating
some of the expenses of large local weddings. Still others share a love
According to Hamm, in the mid-2000s, most same-sex couples went to
Canada for their legal marriage since it was the only legal option available before Massachusetts opened its doors to out-of-state, same-sex
marriages. Today, couples may choose a site that is special to them or
find their closest marriage equality state. Hamm cites the 2012 www.
GayWeddings.com/WeddingWire survey of same-sex couples, which
found that only 46 percent married in their home states, compared to
70 percent of straight couples.
Brit Bertino, CSEP, celebrity same-sex wedding planner and owner of
Brit Bertino Event Excellence in Las Vegas, notes, from her experience,
that Hawaii, Massachusetts, California, Vermont, New Hampshire,
and New York are “same-sex legally binding states that are popular for
destination weddings.” Outside of the United States, she finds Mexico
one of the most popular locations for destination weddings, although
same-sex couples must travel to Mexico City or Quintana Roo to have
their union legally performed. Once married in one of these two locations, however, they enjoy recognition throughout the country.
Serious legal and safety issues
It’s not enough for a wedding planner to specialize in destination
weddings when it comes to same-sex couples. Today’s professional
must understand more than just the options available; they also must
understand legal and personal implications of where and when these
unions take place and how they are recognized at home.
Internationally, same-sex marriage is legal in some jurisdictions of the
United Kingdom and, as previously noted, Mexico and the United States.
Still others are notoriously unwelcoming and even unsafe for same-sex
nuptials. The www.CBC.ca offers a list of countries, including India;
Papua, New Guinea; much of Africa; and most of the Middle East, where
homosexuality is not only illegal but punishable by imprisonment or
death. These countries should be avoided at all costs by same-sex destination wedding couples.
unlike straight couples, the United States would not have recognized our
marriage performed South of the Border for purposes of immigration, so
we were forced to wait it out," says Buchmeyer. As it was, they were lucky.
Chavez became a citizen independently, and later, they were able to marry
in their home state of New York in 2012.
FEATURE
of adventure and want to exchange vows abroad. For each, elopement
is a logical, if sometimes challenging, option.
What planners need to know
Same-sex destination weddings have many similarities to those of
heterosexual couples but also many differences that require the services
of savvy wedding planners who stay on top of the latest legal issues,
know the market, and appeal to its uniqueness. Wedding planners with
a keen interest in working in the same-sex wedding market should
consider leveraging these skills and, in some instances, their geography
to highlight their competitive advantage.
Planners living in, or in close proximity to, a region recognizing
marriage equality will want to consider designing planning packages
for same-sex couples that are customized to meet their unique needs.
Those packages should include consideration for destination weddings
and elopements. “Wedding pros need to help couples with the basic
wedding-on-the-road details, but it’s also important for planners to
realize that a scaled-back package offering an officiant, flowers, and a
few photographs to facilitate a quick legal elopement will be desirable to
some couples,” says Hamm.
Wedding planners expanding into the same-sex destination wedding
markets should follow certain best practices established by the pros.
Bertino says planners should start by “becoming familiar with what
states and countries offer legal same-sex marriages…and the process of
what the couple would need to do to obtain a legal marriage license in
that particular location.” She encourages wedding planners to contact
travel and visitors’ bureaus in new destinations as well as individual
resorts before recommending them to clients. “You might ask how
many same-sex weddings a resort has performed and what was the
community’s response to them,” says Bertino. Look for hesitation,
which might indicate a level of discomfort. This will help you determine,
as accurately as possible, the atmosphere your clients will experience
during their wedding.
Further challenges may ensue when one member of the couple has immigrated to the United States and has not obtained citizenship status. The
couple then needs to marry in either the United States or the partner’s
home country. One such couple, Jon Paul Buchmeyer, from Texas, and
Juan Pablo Chavez, from Mexico, who met after they each immigrated
to New York, would have preferred to get married legally when they were
ready without having to worry about Chavez’s individual path to United
States citizenship. "Funny enough, Mexico City was years ahead of New
York in allowing same-sex couples to get married. But at the time, and
Same-sex destination weddings and legal elopements demand greater
effort in evaluating attitudes towards same-sex unions and availability
of friendly resources. “No couple deserves hostile treatment or awkward
situations on their wedding day – at home or abroad,” says Hamm, “so
make extra sure that the venues and host state or country are welcoming and supportive of same-sex couples. Doing so promises to help your
clients enjoy a happy and empowering experience, as they take their
first steps together as a newly married couple.” ••
Same-Sex Marriage: Where to Wed?
Resources
As of April 2014, according to www.ProCon.org, 15 of 194 countries allow same-sex Planners and couples alike need not feel at a loss when selecting the perfect,
safe destination. Many resources exist to help couples plan same-sex destination
couples to marry. They are:
weddings, including:
Netherlands (2000) Belgium (2003)
• www.GayWeddings.com
Canada (2005)
Spain (2005)
• Destination Wedding Magazine (online)— www.DestinationWeddingmag.com/
South Africa (2006)Norway (2009)
articles/gay-marriage-lesbian-weddings-same-sex-wedding-guide
Sweden (2009)Argentina (2010)
• Gay Destination Weddings—www.GayDestinationWeddings.com/
Iceland (2010)
Portugal (2010)
• Gay Weddings and Honeymoons—www.GayWeddingsandHoneymoons.com/
Denmark (2012)
Uruguay (2013)
• Frommers— www.Frommers.com/slideshows/821483#sthash.
New Zealand (2013) Brazil (2013)
6kIXlYo0.dpbs
France (2013)
• Lonely Planet— www.LonelyPlanet.com/travel-tips-and-articles/
top-10-gay-wedding-destinations
19
f e at u r e
Discover the National Stationery Show
By Allison Kline, ABC™, sash&bow, Green Bay, Wis.
The National Stationery Show is a tremendous resource for stationery products—everything
from stationery companies, software, and online resources to custom-design resources and
paper accessories and products.
If you like the touch and feel of the wide range of stationery
papers available and want to know what is new and trending to bring back
to brides in your area, then the best place to be each May is at the Jacob
K. Javitz Center in New York City for The National Stationery Show. This
year marked its 68th anniversary, and they claim no other trade fair in the
country offers as much depth and caliber of stationery as this show.
Increase your profits with stationery offerings
Though the show covers all range of stationery and occasions, there is a
large focus on weddings. If the trade-show exhibitors aren’t already in
the wedding market, they are trying to break into it. Carlson Craft has
expanded its offerings to customers with its 2014 album, which is full
of on-trend items: wooden invitations, letterpress, foil, laser cut, and
guest-addressing of the invitation envelope. The company also offers
full custom invitation designing which is fabulous for planners. This is
a great way to source income for yourself rather than paying a designer
and only reaping 10-25 percent of the profit. With Carlson Craft, you
make 50 percent.
Custom-design now made easier
If you have had requests to design custom pieces for your brides but
don’t want to take the time or are confused by Adobe and searching for
other software, www.MountainCow, offers the perfect tool, Printing
Press Extreme 8.0. This software works similar to a Microsoft program
but does wonders with fonts, addressing, place cards, seating charts,
and more. Its monthly newsletter allows you to download new designs
right to your desktop, and there are templates that hook up to many
companies, like Envelopments. Also included are the font colors from
William Arthur, Carlson Craft, and Envelopments. It takes the time out
of wondering how to do something, and the company support in guiding
you through the process is amazing.
Print products online with ease
Where do you print once you have this amazing design? Go to www.
StationeryHQ.com. This is a fabulous, relatively new and everexpanding company offering printing needs for invitations, save the
dates, water bottle labels, gift tags, folders, business cards, and more.
It offers flat printing, letterpress, foil, and a variety of papers from
Smock is another company that is always on-trend. The selection of
Pearl to Kraft to its own Savoy, which is 100 percent cotton. You can
bamboo papers and the elegant calligraphy look it offers are second to
expect quick turnaround, inexpensive shipping, and amazing quality
none. Plus, it is also a 100 percent green printing and paper company. If and customer service. It is free to setup an account with them online
you want to grow your high-end market, consider adding this company at www.StationeryHQ.com.
to your invitation selection.
Paper plus: it’s not just about stationery
Checkerboard is also right on top of the trends, offering www.EasyInAnd don’t forget about the supply side or décor side of The National
vite.com, a website to which your client can upload all of their addresses Stationery Show. There are many paper offerings for paper fans, paper
to have printed on amazing, high-end, beautifully lined envelopes. Their straws, wrapping paper, tissue, note cards, banners, art prints, and more
ribbons and overall quality are impeccable.
for your events. My Mind’s Eye Paper Goods offers amazing products at
affordable prices. Many companies have a low minimum order price of
$250 or under. Some don’t have any minimum, which is great for you to
websites at a glance:
get some products flowing in your portfolio.
www.CarlsonCraft.com: Wholesale invitation company
www.EasyInvite.com: Website for uploading addresses to print on envelopes
www.MountainCow.com: Website for easy custom invitation design
www.NationalStationeryShow.com: official website for the show
www.StationeryHQ.com: Wholesale stationery manufacturer
20
Mark your calendars for 2015
Really, there is something for everyone at The National Stationery Show.
Mark your calendars—next year’s show is May 17-20, 2015. ••
m a s t e r p ro f i l e
Master bridal consultant™
sari l. skalnik, MBC™
© Emin Kuliyer
© fotografiadistinta.com
© Emin Kuliyer
© Glen Weisgerber
Tropical Weddings, wwww.TropicalWeddingsPR.com, Palmer, Puerto, Rico
Empoyees: 1 full-time, 1 part-time, 3 as needed
Revenue Breakdown: 100% consulting
Contact: 787-671-1690, [email protected], Facebook at Tropical-Weddings, Twitter @TropicalW,
LinkedIn, Pinterest at Tropical Weddings Puerto Rico
Clockwise: A dramatic shot of newlyweds from the Gran Melia Resort; tropical romance at the St. Regis Resort; a crowded dance floor at the St. Regis Resort; a wedding in the El Yunque
National Rainforest, Rio Grande, Puerto Rico; newlywed couple at sunset; and a fun wedding image from the Coast Guard Base in San Juan.
Family: I have been married to John R.
Skalnik, PBC™, for 14 years. We have two,
four-legged children: Baby Girl and Bristol, our
Rottweilers.
Education: I have a bachelor’s degree in
psychology from InterAmerican University, Rio
Piedras, Puerto Rico.
On the business: In 2000, John and I began
Tropical Weddings. My stepmother was the
original destination wedding planner in Puerto
Rico. When she moved to Florida, we decided
to take over what she had started. Having only
worked part-time with her, I decided to take
the Penn Foster wedding planner class to gain
better insight. Having grown up in the hospitality industry, John and I had a lot of contacts, so
we began to market our services to hotels. We
have been growing ever since.
On growth: We have been experiencing an
increase in business, mostly due to the tough
winter in the United States. Many couples had
vacations planned and opted to have their weddings while here on the island. We are already
seeing an increase in business for 2015.
On being an MBC™: I never thought about
becoming a Master Bridal Consultant™ but
several friends from the Association of Bridal
Consultants (ABC) suggested I go for it. Family
and friends kept telling me that the things I had
done for our couples and being able to plan weddings without meeting them prior to their arrival
in Puerto Rico showed true master skills. So, after
discussing it with my husband, I got to work on
my portfolio (she received MBC™ status in 2013).
Memberships: I have been a member of the
ABC since 2006. It offers the best opportunities
for Education and Networking in the industry.
I also belong to Asociación de Coordinadores
Sociales Profesionales de Puerto Rico, Inc.,
Biltmore’s Who’s Who, and the Better Business
Association.
Inspiration: Life inspires me.
Marketing strategy: We continue to follow
social media outlets as a way to further grow
the business.
On staying fresh: After each wedding, we
discuss the good, bad, and ugly, and we use that
knowledge to make the necessary changes to
our company. As for me personally, the ABC
annual conference keeps me refreshed. I always
return really excited to begin a new year.
Resources: I am always reading, listening to
webinars, and attending local industry-related
events.
Ideal client: My ideal client is a collegeeducated, working professional.
On her bookshelf: The Vujá dé Moment: Shift
from Average to Brilliant by Simon T. Bailey.
Most inspiring book: The one book that
I read over and over is The Wedding Godfather:
Advice You Can’t Refuse, by John Goolsby, MEI,
CPV, MPV, of Godfather Films.
In her free time: What? There’s free time?
Nobody mentioned that! I enjoy spending time
with my husband doing anything not weddingrelated because we both work together in the
business. I also enjoy boating, hanging with my
friends, and seeing family.
Advice: Always be yourself. And remember
that not all clients are the right client for you.
It’s okay to say, "No."
On giving back: I love mentoring up-andcoming wedding professionals. I am also
currently working on raising awareness about
Alzheimer’s. ••
21
a s k t h e e x p e rt s
Industry Experts Tackle Your Toughest Questions
“How do you tell clients you are not their
Q: “How do you develop fees on décor design Q:
employee? You work with them as a team. You
and implementation?”
are hired to be their wedding coordinator or
not their babysitter or slave. What’s the
A: “We look at the size and budget of the proj- planner,
pretty way of letting them know how far your
ect, the scope of work involved, and the amount
of detail work, including research and fabrication.
We estimate the number of hours we will need to
commit and who will be involved—from junior to
senior staff members. We also add in other ancillary costs. It has taken us time to understand the
costs of our various inputs and, so, in our earlier
years, we undercharged. Getting together with
your bookkeeper to create a template to help you
make these calculations will be a helpful exercise.”
- Merryl Brown, MIA, CWEP, Merryl Brown Events,
“The largest markup on wedding décor comes
from the actual floral product. There is very
little markup on rental items, such as draperies,
linen, lighting, decorative accessories, props, etc.
Most décor contracts are made up of 75 percent
rental items and 25 percent floral-related items.
Therefore, if you do the math, it is very easy to
determine the selling price of a décor scheme.
The actual flowers generally come through four
different sellers prior to the consumer. There is
the grower, the broker, the wholesaler, the retailer,
and then the consumer. There is a markup at each
stop along the way. This is why fresh flowers can
seem quite pricy. Some designers go straight to the
grower, which can cut out a lot of expense.”
- Donnie Brown, Donnie Brown Weddings, Dallas
“I develop my fees based on the complexity of
the décor design and the hours estimated for
implementation and install.”
- Shelby Tuck-Horton, MBC™, Exquisite Expressions
& Events, Inc., Mitchellville, Md.
“My pricing depends on the extent of the set up/
breakdown, the possibility of multiple locations,
staffing and time to implement the design, and
whether or not the equipment is my own or
needs to be rented. With regards to floral design,
I usually do a three-time markup. My set-up/
breakdown fees are 20 percent of the total design
budget, which is standard in my market. This goes
toward paying staff for the event.”
- Carmen Mesa, MBC™, Carmen Mesa Weddings
and Events, Inc., Cooper City, Fla.
Ask Our Experts!
services go?”
A: “I tell them I am not their employee nor am
responsibilities. I even explain the things that we
do not do as the planner. Clearly defining our role
educates the client and eliminates any unspoken
expectations.”
“I'd recommend using your contract as your first
line of defense here. Identify your scope and
included tasks and then identify a price per hour
(or other type of compensation) for anything
above and beyond said scope. You might also
want to consider creating an a la carte menu for
items that the clients may choose to add on along
the planning process that you weren't originally
contracted for.”
- Tonia Adleta, PBC™, Aribella Events,
“It is important to set expectations and boundaries Hockessin, Del.
with couples from the initial meeting. We told
them what our business hours are and that we
“Is there a rule-of-thumb for contract agreewill be as flexible with ‘after-hours’ meetings as
ments for clients (brides mostly) for how far you
our schedule allows, but that we are doing other
go before you are giving away your intellectual
couple’s weddings on weekends and generally not property too much?”
available then. We don’t do texts, because we can’t
keep a paper trail. And I learned early on to ‘draft’
“It’s fine to discuss their ideas and give them
emails when I’m working late at night, and send
some idea of what you can do for them, but if
them in the morning, during regular business hours.” they want written details or samples made, that
- Mark Kingsdorf, MBC™, Disney Catered Events,
should be done with a deposit (your decision if it’s
Orlando, Fla.
refundable or not)."
- Alan Berg, www.AlanBerg.com, Kendall Park, N.J.
“If your website is professional and well-edited, if
your demeanor is elegant and sophisticated, and “At an initial presentation, I listen to the vision
if you always act professionally with clients and
of the couple and their wedding planning needs.
don’t cross over into friendship until after their
After attentively listening, I tell them how I can
event, this egregious behavior will be less likely to be of service to them by outlining the benefits
occur. A good preventative measure is to include of working with me. I share my portfolio, which
verbiage in your contract outlining what your
features past weddings I have designed and
responsibilities are and what their responsibilities planned. This shows a great representation of my
are. Have all new clients sign off of this section
work, and I answer their questions but I do not
of your Services Agreement. If any requests fall
give away information.”
outside these parameters, you can state that it is - Shelby Tuck-Horton, MBC™, Exquisite Expressions
not included in your contract and not something & Events, Inc., Mitchellville, Md.
that you are able to do, but that you can provide
them with names of companies that do provide
“I was and continue to be passionate about planthese services. Clarity from the outset will help
ning and designing weddings and, many years ago,
you avoid these inappropriate requests.”
got carried away giving too many ideas freely. After
- Merryl Brown, MIA, CWEP, Merryl Brown Events, having these potential clients not hire me and basiSanta Barbara, Calif.
cally having all my ideas to use or give to someone
else, I stopped doing that. Now, in our initial ‘get
“My clients receive an attachment to the contract acquainted’ complimentary session, I listen to their
that specifically states what my services will be,
ideas, take tons of notes, tell them I can accomplish
based on what they have hired me for and what
what they want, and only after the contract is
they as a couple are responsible for. That is not
signed and the deposit received, do I elaborate on
to say that I won’t overextend a bit, and I almost
designs and vendor recommendations.”
always do. However, when a client comes to me
asking for much more than we contracted for, I
tell them, ‘I’d be happy to do that for you, and the
fee for that will be…’”
“I’ll give them a ‘taste’ during our initial meeting,
a few basic tips they could actually find on any
wedding website if they really looked, a few comments on quality professionals—but nothing more
“At the initial presentation—before they are a
until they have signed!”
client—I explain in detail how I work with them
as their planner. I clearly define our duties and
Orlando, Fla.
I hired by them. We are contracted to work with
them on their event. Our level of participation is
contingent with their package, with some more
involved and others less. But, I am very clear with
people that planners as well as every other professional in the industry must be treated fairly and with
respect. You catch a lot more flies with honey!”
Q:
A:
Is there a situation that’s been puzzling you? Do you want answers? Email your wedding industry questions to [email protected]. Be sure to put “Ask the Experts” in the subject line and include your full name, designation(s), business name and
city and state. Questions are answered by our Advisory Board.
22
“You should never give more than a general sense
of what you will do, design-wise, until you have
gone to contract. When you sell your services
to a potential bride, you should be selling your
competence, creativity, and passion for what you
do, not the specific design details. If you show
potential clients that you are highly competent
and have integrity, you will be ahead of the game.
If you can then back this up with a great website
filled with images of past work and testimonials
from happy clients, you will be giving them the
peace of mind that they are looking for. All they
want to know is if you can do the job well, on
time, and within their budgetary parameters.
Once your contract is signed, you will have
ample opportunity to show them they made the
best investment ever!”
Q: “I have a full-coordination client who has
disregarded my recommendations for vendors
who will fit their budget and style. She decided
to do research on her own and has chosen a lessqualified company. How can I keep other brides
from following this path?
A: “No matter what measure you put into place
to have the couple select qualified and professional
vendors, it is their final decision to choose who
they want. For added protection, some planners
have the couple sign a statement indicating that the
vendor was hired against the advice of the client.”
“Fire the customer if you don’t agree with their
choices and you feel the result will not be what
they want. The most powerful word is often
‘No’. They’re hiring you for your expertise, and if
they want to make all of the decisions without
you, what do they need you for? Find another
customer who appreciates what you bring to
their wedding."
"There is only so much you can do. You never
want to disparage anyone. So, you have to walk
a fine line. When you first interview with them,
make it clear that you have vetted virtually all the
possibilities and, if someone is not in your circle, it
is probably because you have had a bad experience
with them or they are very new and haven’t come
across your desk yet. Make sure they understand
from the get-go that you have worked hard to
create a team. That said, you must use others if they
want you to. If you stomp your foot, you will likely
lose them. They are desperate for direction. Put
yourself out there as the expert, and they will want
to know what it is you think every time!”
“At the end of the day, it's still the client's choice
and you'll have to work with whomever they have
selected. You might consider having the client sign
an addendum to your contract that clarifies this
other entity has been hired against your recommendation and that you hold no responsibility
or liability for performance or lack thereof. (Your
contract should already have a clause like this!)
As far as future clients, the best thing I've done
is use experience and reference a ‘war story’ of
something going awry when a client hired against
my judgment. (Make it a mild horror story—you
don't want to terrify someone if he/she has
already booked this other person; and you still
have the chance to build a bridge and navigate the
wedding day smoothly for the client!)”
Hockessin, N.J.
“Planners are bombarded with intern requests.
You should act and be eager. Send a written
request, and follow it up with a phone call. If you
don’t get a good response, try again. Persistence
pays off here.”
“In the Association of Bridal Consultants MD/
DC Chapter, members are required to attend our
quarterly meetings, take at least one training
seminar or workshop, and attend a mandatory
training session. After meeting all requirements,
they are assigned to a senior-level member for an
unpaid intern position.”
ABC member insight
“Couples who hire wedding planners often know
a lot about how they want their event to come
together and have a reasonable idea of how to
do it. They are usually professionals and don’t
have the time to get bogged down in the fine
details. If they want to know how to plan a wedding, all they have to do is watch the shows, read
the magazines, and pick up the planning books. I
thought a lot about this when I wrote my book. I
was perplexed with how much to give away and
what to hold back. I realized that people appreciated knowing what I was up to in the planning
process, in detail, while it was happening. It’s a
lot like Men’s Wearhouse. [George Zimmer, the
owner] always said that his best customer was
educated about what they do. I completely
agree. They get that from my book and many
others. What they get from us, personally, is
customized for them and not as general as what
they learn from these other mediums.”
“Put together a presentation that will get their
attention. They’re not going to be impressed with
a bland resume. Study up on them, and their core
clientele, and show them that you understand
what they’re trying to offer their clients and how
you can help them. You have to be a valuable
asset to them, not just looking for experience."
“The first piece of advice is to ask, but in a way
that both your request and you as an individual
stand out. (Internship requests come in weekly,
sometimes daily in our office.) I'd also recommend considering another market if your service
offering is too similar to your would-be trainee's.
Be very clear about what it is that you hope to
learn, as well as your intentions about postinternship. For example, if you are planning on
opening your own shop down the road from your
competitor/trainee, be up front about it. This
helps everyone be on the same page and avoid
possible tensions down the road.”
Hockessin, N.J.
“Some clients will do this and others won't. I
avoid this scenario by paying close attention
during the interview process to see if there are
any warning signs of this sort of behavior, which
is typically quite obvious at the first meeting.
That initial meeting is for both of you. You will
know, if you trust your gut instincts, whether
or not a client has the personality type that is
always looking for a deal or who thinks that they
are smarter than everyone else. If you still make
the choice to work with a client you know from
the outset will behave in this way, then you just
have to accept that this is what you signed up for.
“Which software do other wedding
Over time, you will learn that events with this
planners use for room layouts and overall event
type of client are rarely worth taking.”
- Merryl Brown, MIA, CWEP, Merryl Brown Events, management?”
“We use Planning Pod. We still do a lot
“How do I go about obtaining an internship of old-school things, like keep a hard manual
with a successful planner/company?”
of each event, but we also have a cloud-based
filing system we can access from our iPad no
“By being honest, professional, and ethical!
matter where we are. We use Planning Pod as
You are there to learn and gain experience. My
an organizer. I love that when we take care of
interns and assistants have been ABC novice
a detail, we simply type it into the appropriate
members, and they get paid. There is an Intern
spot in the system, and it organizes it and reports
Agreement Form they must sign and abide by,
it accordingly.”
which states expected behavior, dress code, com- - Donnie Brown, Donnie Brown Weddings, Dallas
munication, among other things. I am willing to
share my contracts, planning forms, etc., if they
“I’ve worked with Murphy’s Creativity and love it!”
ask. Someone having that doesn’t take business
away, as clients hire me—my experience and
Orlando, Fla.
ability. I do, however, have them sign a confiden“I really haven’t found one that I totally like. I use
tiality agreement to protect my clients.”
Powerpoint, Excel, and Word. For room layouts, I
work with the venue coordinator since they have
programs for their particular space and can do a
“It is really helpful to have some prior event
room layout for me based on the event needs.”
experience before you reach out for an intern- Carmen Mesa, MBC™, Carmen Mesa Weddings
ship. School activities that require thinking on
your feet, holding leadership roles, and experience working on non-profit events tell us you are
serious and interested. At my company, we look
for people who are smart, self-assured, and selfstarters. Find a company that fits the scale, style,
and type of events you are interested in being
involved in. Event planners love to see anyone as
passionate as they are about event planning!”
Q:
Q:
A:
A:
23
business basics
The I Dos and I Don’ts:
Social Media for the Wedding Industry
By Jon Goldman, Brand Launcher, Baltimore, Md.
Most people are familiar with social media’s frivolous, time-wasting
side. But do you know social media’s serious side? The side that can help
you generate new leads and nurture existing relationships with clients?
To be effective, you’ll need to strategize your efforts.
All marketing efforts follow three key steps: market (your audience),
message (what to say, how to say it, when to say it), and medium (the
avenues you are using). With social media, you know the market and
medium. Here are some tips to follow with regards to the message:
Remember that social media
is about the three E’s:
engage, entertain and educate.
arrive with form and function. Can visitors to your Facebook page
easily sign up to your email list without going to your website, a tool
www.MailChimp.com offers? And don’t just focus on sending your
e-letter, but on building your list, too; use your Facebook and LinkedIn
pages to bring in more readers.
2. Don’t get sucked into the dark hole
Social media can be like a dark hole—once you fall in, it’s hard to climb
out. Like any other marketing effort, social media needs a strategy
so you can determine if you are getting a return on your investment.
Social media is NOT free, despite whatever you’ve heard to the contrary.
Although you may not be paying fees to LinkedIn, Facebook, or YouTube,
to properly use these tools, you’ll need to invest significant time. And, as
we all know, time = money. Use these tips for effectiveness:
•Tailor your content to the specific site. What you post on Facebook
will be different than Pinterest or YouTube. And don’t overlook Linked
Make the effort to stand out in this very crowded marketplace. Whether In—although it is generally considered a B2B site for professionals, its
success in B2C efforts is growing, and at times, this site is proving more
it’s the cover photo on your Facebook page, the YouTube videos of your
effective in converting leads into sales than other social media sites.
happy clients giving testimonials, or the photos you pin on Pinterest,
you need to frame your message creatively. If you are a florist, don’t just •Don’t blatantly sell. Instead, alternate postings about promotions,
special savings, and good deals with business news (new products or
post a photo of a flower display at a wedding—create a YouTube video
services or letting customers know your office changed locations) and
showing how you created a unique or specialized bridal bouquet to meet
“personal” business news, like congratulating one of your staffers on a
a client’s eccentric demands. If you are a wedding planner competing
promotion.
with DIY sites, provide testimonials from brides who tried to do things
themselves but ended up “learning the hard way” and incurring greater •Just as you help clients plan ahead, plan ahead for your social
media efforts. Many companies focus on having a beautiful webcosts and more stress, before finally hiring you to get it done properly at
site, updated blog, and other important online tools. But frequency
the last minute. And don’t just announce your catering company’s new
is just as important; your social media accounts can reflect poorly
color scheme for tablecloths and napkins — have one of your staff show
on your company if you over-post one week and then don’t post for
the newest trend in napkin folding, so your potential client can do it at
weeks at a time.
home for his or her own dinner party. Here are some other ideas:
•It’s important to maintain a “social media calendar.” Set up a plan
so you’ll be posting regularly. Make it easy for yourself with a tool like
•Key for conveying your messages are blogs and e-letters. So in
www.HootSuite.com, which enables you to streamline posting and
addition to the popular social media sites, use your own blog and send
manage multiple accounts at once.
out your own e-letter to create and strengthen your relationship with
potential clients.
•Make sure your website (where your blog lives) features graphically 4. Monitor and measure your social media efforts
and success
appealing landing pages—pages that actually convert visitors into
Are your efforts going to waste or are they effective? Facebook offers
leads and leads into clients. One company to check out for this is
measuring tools so you can see how far your posts are reaching
www.Formstack.com.
and how much you are engaging your audience. Another important
•Your e-letter should be beautiful and effective, too. What do
tool is Google Analytics. As you increase your social media efforts,
your emails look like? Services like www.ConstantContact.com and
monitor the analytics of your company’s website, so you know which
www.AWeber.com offer attractive templates that make your message
social media sites are actually driving traffic, what pages are being
visited, and other behavior patterns of your audience. You may need
Jon Goldman is CEO of the business strategy
to alter your social media strategy (the content you post and the
firm Brand Launcher (www.BrandLauncher.
sites you are prioritizing) to increase the quantity and quality of the
com). He is a powerful speaker and the author of
audience you are attracting.
several works on business and marketing topics,
including one that has been translated into JapaRemember that social media is about the three E’s: engage, entertain
nese. Download a FREE copy of his latest e-book,
and educate. Use the tips in this article to connect with your target
Vendor-to-Expert, at www.VendortoExpert.com.
audience, and start making your social media efforts pay off. ••
1.Content is King
24
c at e r i n g
CATERING
Signature cocktails are a very visual experience.
Color schemes can be crafted in the cocktail
to match a certain look or color theme of the
event with garnishes adding to the experience.
Fresh berries on a champagne cocktail works
well for a summery party, while an elegant
twist of lemon on a martini can class up a more
elegant or sophisticated affair.
At the end of the day, signature drinks are
ultimately fun, and summertime is about having
fun. When walking into a celebration, the
atmosphere is important. Taking a glass of wine
off of a tray from a stiff server isn’t quite the same
as approaching a bar with smiling bartenders
shaking tins and fixing a tipple by hand. Consider
how the sips are presented, putting liquid chefs to
work adds a bit of fun to any event. Fresh herbs
and produce light up the bar with their colors,
perfuming the air. Specialty hand-cut ice sitting
like glaciers keep old fashioneds cold without over
diluting them as guests get lost in conversation
with old friends. A delicious handcrafted cocktail
can make a wedding or event that much more
memorable for everyone. ••
Recipes:
Hemingway Daiquiri
1.5 oz. Rhum JM Blanc
.5 oz. Fino Sherry
.25 oz. Luxardo Maraschino
.5 oz. housemade grapefruit cordial*
.5 fresh lime juice
grapefruit peel, garnish
The Craft of the Summer Cocktail
By Paul Sanguinetti, Ray’s & Stark Bar, The Patina Restaurant Group, Los Angeles
Photo by Janet MootZ photography, la crescent, Minn.,
styling by The waterfront restaurant and tavern, La Crosse, wis.
There is no doubt, cocktails and signature
drinks are swiftly gaining in popularity and demand. What started out in craft cocktail bars in
cosmopolitan areas like New York, San Francisco,
and Los Angeles is now sweeping the country.
With shows like Mad Men and movies like The
Great Gatsby, the general public has become
a lot more savvy, and it seems that just about
everyone these days wants to have a specialty
cocktail offered at their event or wedding.
with Rhum JM, house-made grapefruit cordial,
fresh lime juice, and maraschino liqueur pairs
perfectly with the salty air of a beach wedding.
A grilled lemon margarita with Tequila Ocho
Reposado, grilled lemon juice, and Combier
Triple Sec might be a perfect pairing with an
outdoor barbeque-themed wedding.
A welcoming garnish for
added flair
There is something very welcoming about a
cocktail, which is one of the reasons it has soared
Keeping it cool and in season
With summer in the air and temperatures rising, in popularity over the last few years. It sets a
tone for the evening. With a theme like a garden
cocktails can provide a refreshing way to cool
off. An LA Eastside with Aviation Gin, Chareau wedding, you can make garden gimlets with
herbs sourced from a local garden or farm. The
Aloe Liqueur, cucumber, mint, and lime juice
shaken and served on the rocks is a great way to experience immediately transports guests into a
particular frame of mind.
beat the heat. Or maybe a Hemingway Daiquiri
*Grapefruit Cordial: Combine 2 peeled and deseeded
grapefruits in a blender with 250gms sugar and 125mL
water. Add zest of 2 grapefruits and 2 limes. Blend for 1
to 2 minutes and strain. Combine ingredients in a shaker
tin and shake with ice. Double strain into a chilled Nick
and Nora glass. Garnish with a grapefruit peel.
Grilled Lemon Margarita (above left)
2 oz. Olmeca Altos Reposado
1 oz. Combier Triple Sec
.75 oz. juice from grilled lemons
1 lemon wheel garnish
Combine ingredients in a shaker tin and shake with
ice. Double strain into a chilled Nick and Nora glass
with a sugar rim. Garnish with a grilled lemon wheel.
LA Eastside (above right)
1.5 oz. Aviation Gin
.5 oz. Chareau Aloe Liqueur
.5 oz. simple syrup
.75 oz. lime juice
1 mint sprig
1 cucumber slice
Combine ingredients in a shaker tin and shake with
ice. Double strain into an old fashioned glass with ice.
Garnish with fresh mint sprig and cucumber slice.
25
i n d u s t ry b e s t p r ac t i c e s
What is your favorite, best-kept secret locale
for a destination wedding?
“The best-kept secret for a destination wedding
is West Baden Springs Resort, in West Baden,
Ind. In the spring, summer, and fall it is absolutely breathtaking. The resort is on the registry
of Best Hotels of the World, and they pamper
your brides. They also welcome wedding
planners. It is a step back in time with plenty to
do at the resort and a beautiful setting for the
wedding and reception.”
- Gloria Boyden, MBC™, Events by Design,
Carmel, Ind.
“Our best-kept secret for a destination locale is
the Riviera Maya for a luxiourious cenote Mayan
wedding ceremony. With more than 700 years
of culture, the Mayans still amaze us with their
spirituality. This is one ceremony you don't want
to miss. It is highly recommended. Please try
the original Mayan wedding ceremony with a
shaman in the jungle vs. the commercial one
they have at hotels.”
- Ilse Diamant, Diamant Events, Mexico
“A sunset wedding in Key Colony Beach, Florida
Keys. Imagine a small, quiet, private beach
facing west over the Atlantic Ocean. The
reception venue is in walking distance from the
beach and offers award-winning cuisine for up
to 150 guests.”
- Lynn D’Ascanio, D’Asigner Events,
Marathon, Fla.
“Laguna Beach is the ideal destination wedding location because it has a little something
for everyone—local art, fresh seafood, pristine
beaches, a lively downtown, and California
sunshine all wrapped in a laid-back, toes-inthe-sand culture! Surf & Sand embraces all
things Laguna. Wedding guests take in stunning views of Catalina Island while breathing
in fresh sea air during an outdoor ceremony.
They then dine on fabulous American Coastal
Cuisine in one of our beachy chic ballrooms.
After the festivities, they are lulled to sleep
by the crashing of the waves in one of our
ocean-front guest rooms.”
- Lauren Bergmann & Kat Lawrence, Surf &
Sand Resort, Laguna Beach, Calif.
26
“Montreal, especially the part of town known
as Old Montreal (or Vieux Port, as the locals
call it), is an absolutely fabulous and romantic
destination for a wedding. Its cobblestone
streets and French flare are very reminiscent of
Paris, but distinctly Quebec in terms of culture
and food. The best part is that it's very easy
to travel to from the Northeast—it's a quick
50-minute flight from New York City.”
- Martine Boursiquot-LaConte, This
Modern Love Events, LLC, New Haven,
Conn.
“My choice is The Bahamas. With 700 islands to
choose from, how could we go wrong?”
- Vinincia Strachan, PBC™, The Bahamas
Tourist Office, Toronto, Ontario,
Canada
“One of my all-time favorite locations is the
St. Regis Bahia Beach Resort in Puerto Rico. I
filmed the first large wedding celebration at this
beautiful oceanfront resort. It was an incredible,
romantic, and luxurious setting in a Caribbean
coconut plantation nestled between a lush,
national forest and a really great beach… ABC
members John and Sari Skalnik, MBC™, of Tropical
Weddings Puerto Rico coordinated.”
- John Goolsby, MEI, MPV, CPV, Godfather
Films, Riverside, Calif.
“Ireland (above left) is a dream wedding location
for all my clients. They want to experience
the wild, rugged, untouched countryside that
the West of Ireland offers. Top this off with
a historic ruin, and you really can make their
dreams come true! The Tower at Haggs Head
is remote, only accessible with the help of the
farmer who owns the land, but this little known
gem is worth the hike! It is absolutely one of my
favorite secret locales in Ireland!
“My favorite secret locale for destination
weddings is the Villa at Sunstone Vineyards
in Santa Ynez, Calif. The venue is absolutely
magical, surrounded by vineyards, mountains,
and glorious vistas. The villa itself looks as
- Michelle Johnstone Clark, Waterlily
Weddings, Odenton, Md.
though it was plucked right out of the French
countryside, with gorgeous stonework, charm“My hometown of Coeur d’Alene, Idaho, is one
ing ancient architectural elements at every turn,
of the best-kept secret United States’ wedding
and a warmth and beauty that one simply does
destinations. Sparkling Lake Coeur d’Alene and
not see every day. It provides an enchanting
the Bitterroot Mountain range provide a scenic
backdrop of old European charm, in beautiful
backdrop to any type of wedding. We have
southern California.”
wonderful, experienced vendors and unique
- Merryl Brown, MIA,CWEP, Merryl Brown
Events, Santa Barbara, Calif.
locations to host any type of wedding whether
it is ballroom elegance or country chic.”
“Castle Farms of Charlevoix, a French Renais- Robyn Bruns, ABC™, Red Letter Event
Planning, Coeur d’Alene, Idaho
sance castle built in 1918, is one of Michigan’s
premiere wedding venues. Soaring stone towers,
“Spencer House (above right) (www.Spencerromantic courtyards, and lavish gardens create
House.co.uk) is called ‘London's most magnifithe ideal backdrop for ceremonies and recepcent 18th-century private palace.’ Built in 1756
tions. Guests can make a weekend out of their
- 1766 for the first Earl Spencer, an ancestor of
visit by staying in the charming resort town of
Diana, Princess of Wales, this home has a private
Charlevoix, nestled between Lake Michigan
terrace and garden with views of The Green
and Lake Charlevoix. Castle Farms is by far my
Park. The house has recently undergone a 10favorite wedding destination location!”
year renovation and is absolutely pristine. It has
- Johanna Alexander, PBC™, Twenty-One
Events, LLC, Plymouth, Mich.
a stunning collection of 17th-century paintings
and furniture and is a real treasure.”
- Lynda Barness, MBC™, I DO Wedding
Consulting, Philadelphia
indiana
© Averyhouse
ABC Member Planner: Janice Board, Spectacular
Soirees Wedding & Event Planning, Terre Haute, Ind.,
[email protected], www.SpectacularSoirees.com.
Photographer: Calynn Berry Photography.
Non-member businesses: Cakes by Cathy,
Cowan & Cook Florals, Goldstar Management
(valet parking); Jim Sims Florals, Harris Productions
(lighting and draping), Tabco Printing, Indiana State
University banquet facilities.
The couple: The bride and groom love international travel. The bride even had lived abroad in
several countries. She is very non-traditional and
enjoys the bohemian lifestyle. The groom shares
her passion for experiencing different countries and
their cultures.
Wedding date: Oct. 19, 2014.
Inspiration : The theme was 1920’s world
travel and included international and bohemian
elements. The 1920s was the perfect era to
represent a time when the world opened up for
exploration and women found a new role in society. Women no longer allowed others to dictate
whom they were going to be, where they were
going, or what they were going to wear. It was
a perfect timeframe to tie in both international
travel and the bohemian lifestyle.
Color palette: Purple, turquoise, and champagne
Budget: Undisclosed.
Guest count: 280.
Most unique design element: Since this was a
1920’s world travel theme, every table represented
a different country—each was a location the bride
and/or groom had been to or wanted to visit.
We found period antiques for each table that
represented each of the countries. In addition, the
bridesmaids wore vintage 1920’s dresses and had
hair and make up styled accordingly. The bride had
a stunning drop-waist, acid-lace wedding gown
Real Wedding
that fit perfectly with the theme. The wedding
cake was set atop two antique steamer trunks that
had once been used for transatlantic boat passage.
In lieu of a guest book, and in keeping with the
theme, guests signed a world globe. The invitation
was a vintage passport from that era, complete
with photos of the couple and stamps of places
they’d visited or planned on vacationing someday.
Biggest challenges: The most unique element
was also the biggest challenge—finding antique
1920’s pieces representing 28 different countries.
The mother-of-the-bride and I scoured any and
all antique stores within a 100-mile radius of our
region. I expanded the search to seven other
states as well. We also worked within a tight
timeframe as the couple contracted with us five
months before the wedding. In addition, we had
to transform two utilitarian classroom areas at
Indiana State University into beautiful spaces with
draping and lighting, etc. One room was shaped
like a hexagon and had a slanted ceiling. The other
had a lower ceiling and was square—making for
quite the challenge!
Hindsight: The ceilings and rooms were misshapen. If I were to do it again, I would allow
an extra day for draping and lighting. It was
all-hands-on-deck the day before and throughout
the night. We slept about three hours total that
weekend—we will do anything for our clients to
ensure perfection!
Learnings: It is not so much what I learned but
what was reinforced. I recommend clients have at
least 13 months (if possible) to plan a wedding—especially if it is one with enormous detail, such as
this one. However, we took on this wedding and did
it with the unwavering devotion of the mother-ofthe-bride to her daughter. My crew stepped up to
work at Mach speed. It was a team effort, all the
way around! ••
27
ABC member insight
Wedding images—
What it takes to go
from “good” to “great”
By Brian Perry, Perryfield Films, Chino Hills, Calif.
Wedding days arise from countless hours of preparation that
includes selecting the right team to fit the couple’s style, meeting with
various wedding professionals, and turning the dream to reality via color
palettes and room schematics, tastings, engagement dinners, rehearsal
dinners—you get the idea. For a couple’s wedding experience to be perfect
not only does the day have to go well, so too does what comes after. Cue
the filmmaker and photographer, whom couples rely on to preserve the
that the photographer and filmmaker have enough space to document
memories of their special day and tell the once-in-a-lifetime story they
envisioned and conjured up with the help of their wedding professionals. the day from multiple perspectives. The room is critical, especially when
there is more than one shooter. It’s crucial to make sure filmmakers are
out of the photos and photographers are out of the film. CommunicaPhotographers and filmmakers are storytellers who take the key wedtion about lens use and position are all points of concern between the
ding elements and deliver them to couples in a classy and memorable
fashion. They want to turn a good experience into a great experience for filmmaker and photographer before the ceremony commences.
the couple. For that to happen, the right vendors needs to be selected
Consider the setting sun for post-ceremony shots
and each must work together to meet one another’s needs to build
After the ceremony, the couple’s jitters are relieved. It is now time to
the client’s dream day—and memories after. What do filmmakers and
explore the venue’s natural setting, sunset, landscape, and backdrop
photographers need from wedding planners for this to happen?
with the couple. Working with the planner, knowing when sunset will
occur, allocating enough time to utilize the venue, and sticking to the
Controlling the Four Main Parts of the Day
One of the most profound things we’ve learned over the past several years timeline are essential. The filmmaker and photographer also need ample
time to document the meticulously designed ballroom before guests
is that couples want to enjoy the day and remember that enjoyment in a
arrive. Being on point with the timeline and ensuring the photographer
tasteful way. Sounds simple enough, right? But filmmakers and photographers are looking for storytelling elements throughout each of the four and filmmaker have what they need transforms good to great.
main parts of the day. Planners play the biggest role here, because they are
responsible for creating the timeline and keeping everything on schedule. Communicate, communicate, communicate
Filmmakers and photographers want to work with the planner to control during the reception
Last, but certainly not least, is the reception. Again, the planner’s timeline
as much as possible during these parts of the day, without making the
can make or break this. It’s important to keep things flowing—from
atmosphere too inorganic. Those four main elements are:
DJ’s cues for the grand entrance and first dance to moving into opening
toasts. Communicate with the photographer and filmmaker and make
• Prep or pre-ceremony
sure each has a favorable perspective for capturing the intensity of the
• Ceremony
grand entrance and the timelessness of the first dance. As the remaining
• Romantic session with the couple or post-ceremony
formalities conclude and open dancing begins, communication remains
• Reception
key in order for the memories to be captured.
Consider the background during prep and pre-ceremony
Controlling the four main parts of the wedding day as much as posAt prep or pre-ceremony, filmmakers and photographers want to capture
sible without being noticeably inorganic, means the couple will have
the couple as naturally as possible and put them in flattering light. At this
time, we rely on planners to ensure things are running on time and that the a great experience and their photo and film will exceed their expectations. And that’s what it is really about—taking care of clients on the
backdrop is worthy of shooting. Planners can assist in “setting the stage.”
most important day of their lives so far, showing them a great time,
For example, consider the most beautiful suite at a gorgeous hotel. The
and giving them priceless memories to relive at any given moment.
couple is getting ready; the filmmaker and photographer are shooting, but
Collaboration among planners, photographers, filmmakers, and other
in the background, sticking out like a sore thumb, are beer cans and sandwich wrappers. Not a very classy way to remember the day. The storytellers members of the wedding team is important. Sticking to the timeline
and putting couples as the number one priority takes the wedding
must focus on the subject. They also need to look beyond the shot as well.
memories from good to great. ••
Working together to control the environment helps the couple’s story be
told in an elegant way.
Brian Perry is co-owner and marketing director
Make room for multiple lenses and views
for Perryfield Films. Brian has a bachelor’s
during the ceremony
degree from the University of California RiverThe ceremony is the heartbeat of the film and the part of the day that
side and a Master’s in Business Administration
is the least controllable. This is the setting where the couple exchanges
from California State Polytechnic Pomona.
vows, where they are the most natural. Here, there is nothing inorganic
Perryfield Films has shot weddings for celebriabout their demeanor as they stand and take their vows in front of
ties and destination couples. It loves bringing
their guests and family. Yet it is the least controllable, because there are
a fresh perspective to couples’ wedding days
no time outs! Storytellers look for planners to have set the space with
through film.
enough room for the guests and the wedding party, as well as ensure
28
ABC Member Planner: Katie Webb, CMP, Inter-
twined Events, Irvine, Calif., Katie@Intertwined
Events.com, www.IntertwinedEvents.com.
Photographer: Studio EMP.
ABC member businesses: Studio EMP (photography), Nisie’s Enchanted Florist, Flawless Faces (hair/
makeup), The Emotion Picture Studio (videography).
Non-member businesses: Fusion Linens (linens/
chairs), Where's The Party (stationery), Terranea
Resort (venue), Sweet and Saucy Shop (cake),
N'Demand Entertainment (band), PSAV (lighting),
Lounge Appeal (lounge furniture).
The couple: Sam and Vanessa met at a dive bar
in Newport Beach—one that smells of old beer,
has peanut shells on the floor, and walls covered
with alcohol memorabilia. For a girl who loves
designer shoes, dressing up, and the finer things,
it's an ironic place to have met the love of her life.
Sam is a veteran and Purple Heart recipient who is
an all-around amazing guy. Vanessa, who works in
the finance industry, has a spunky personality and
has an incredibly generous, kind heart. Together,
they are dynamic, fun, and so in love. The moment
we met, I knew it was going to be a fun planning
process. Sam wanted to ensure Vanessa got her
dream wedding. They also incorporated a bit of his
personality—and included their dog, too!
Wedding date: Sept. 6, 2013.
Inspiration: Vanessa is a “girly girl.” We wanted to
incorporate her design aesthetic into the wedding’s
look. We could not include enough sparkle, bling,
and candlelight into the day. Everything was shiny
and glowing.
Color palette: Blush, gold, and white.
Budget: $100,000.
Guest count: 150.
Most unique design element: The reception
décor was a combination of patterns, textures, and
other elements—from lace accents, sparkle linen,
and satin draping to pearls, roses, and feathers.
These feminine elements combined in a romantic
and elegant way to make the ballroom shine.
Biggest challenge: The biggest challenge was
ensuring the couple’s dream wedding without
allowing them to make bad financial decisions.
Vanessa's mom would have gone to the end of
the world for her, which is admirable. As the
planner, though, I wanted to lead them in the best
california
Real Wedding
and smartest direction. Trying to balance a mom
who wanted to give it all to her daughter with a
checkbook that had some limits, was difficult, but
also worthwhile.
Learnings: Vanessa and her mom were partners
in everything throughout this planning process,
and Sam supported them. The three were
involved in every aspect; we always met together.
It was a unique experience planning with three
people. I realized the importance of listening,
hearing from all parties, and talking out the
pros and cons of each person's thoughts to get
everyone on the same page. I played a mediator
role in the planning process, but it ended up
turning out even better with all parties involved.
It was very important to me to ensure that
everyone felt heard and that his or her vision of
this perfect day was met. In the end, it was awesome to see how important the three of them
were to one another. Sam married Vanessa that
day, but also inherited a mother-in-law who loved
him like her own. I think he feels the same way.
Their relationship was one I admired and part of
a planning process that I will never forget! ••
29
From the resorts
MADE FOR LOVE
Their New Life Together Begins In A Paradise Where Everything Is Included.
“Where should we go on our honeymoon?” That’s the
question your clients will be asking as they plan their
wedding. So when you say, “You should go to Sandals,”
don’t be surprised to hear a few oohs and ahs. After all,
®
nobody does honeymoons better than Sandals Resorts.
A Sandals Luxury Included® Honeymoon gives your clients
more ways to begin their new life together in paradise. Here,
love is all they’ll need, because we include everything else.
So they can do it all or nothing at all. Play together on land,
with every land sport imaginable—including championship
golf †. Explore together on or below the sea, with every
watersport under the sun—even unlimited scuba diving is
included.* And there’s nothing more romantic than a firepit
at the edge of the sea. At the end of the day, an impossibly
luxurious, incredibly unique suite awaits—perhaps one with
full butler service. No one offers more choices, with up to
15 specialty restaurants, up to nine bars where premium
brand drinks are always on the house, and parties around
the clock, every day. It really is the honeymoon of their
dreams…and the perfect start to the perfect marriage.
fees additional at Sandals Emerald Bay. In Jamaica and Saint Lucia, caddies are mandatory, but not included. *Scuba included for certified divers. PADI dive
courses and night dives are additional. Sandals is a registered trademark. Unique Vacations, Inc. is the affiliate of the worldwide representative of Sandals Resorts.
†Greens
®
Recommend the
HONEYMOON
of a lifetime
®
Love Is All You Need
A Caribbean Family-Owned Company
JAMAICA • ANTIGUA • SAINT LUCIA • BAHAMAS • GRENADA • BARBADOS
Set Up a Marketing Plan Today
Contact Kim Sardo, Sr. Director of Business Development
(978) 281-1119 or [email protected]
More Quality Inclusions Than Any Other Resorts On The Planet
Periodical
400 Main Street
La Crosse, WI 54601
ADDRESS SERVICE REQUESTED
The details make the day! With Jean M® It’s In The Details™, you can
offer customers programs, menus, tags, napkins and more for their perfectly
coordinated celebrations.
Contact us to learn more about this and other Carlson Craft products. Mention
code ABCCC74.
800.292.9207 | [email protected] | www.carlsoncraft.com

Become a Destination WeDDing Planner 8 meet our neW aDvisory

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