Wedding Planner Magazine Volume 2, Issue 4

A publication inspired by the
Association of Bridal Consultants

September/October 2012 Volume 2 Issue 4
the publication for wedding planners, professionals, and designers
Top 10 Catering Trends 8

Social Media Strategy 12
8 Steps to a Great Contract 21
New! Ask the Experts 23
Say “Yes” to Proposal Planning 24
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CONTRIBUTORS
put the Wow into your weddings

Frank J. Andonoplas, MBC™, of Frank Event Design,
Chicago, was named 2012 Event Planner of the Year by
Event Solutions Magazine. He feels the intermezzo, an
elegant “quick” course, really adds a huge wow factor to a
plated meal for weddings and events. See page 8.
Donna Brian, MBC™, is a full-service wedding/event

planner and certified Sandals representative. She is
the Association of Bridal Consultant’s Louisiana state
coordinator, a member of the Shreveport Chamber of
Commerce, the Association of Wedding Professionals
International, and the Better Business Bureau of Shreve-
port. She is a fan of niche food bars. See page 8.
Stephanie Courtney, ABC™, Allergen Free Events, has

firsthand experience with food allergies. She, herself, has
a food allergy and her mother has had celiac disease for
11 years. Courtney is a consultant for allergen-free events
and works with clients who have food allergies and
sensitivities. See page 8.
Bridal Consultants
&
Weddingstar
Lisa Hopkins, CPCE, CMP, is the director of catering
and conference services at The Houstonian Hotel in
Houston. She is currently the president of the National
Association for Catering and Events (NACE).
the perfect match! See page 8.
BECOME A WEDDINGSTAR DEALER

• purchase accessories at wholesale prices Kevin “Yoshi” Kohara, MWV™, is director of Asian
• no minimum order quantities • shipping to you or your bride Markets for the Association of Bridal Consultants and
• 3000+ products with endless personalization options president of Sophia Trading Co., Ltd. In 1992, he left a
career in banking to import and wholesale overseas’ wed-
call today 1.800.661.8096 ding gown brands in Japan. Kohara has authored several
books and is a recognized wedding expert throughout
www.weddingstar.com Asia. See page 15.
Aviva Zack is a partner at Bliss Wedding Design,

Saskatoon, Saskatchewan, Canada, and a freelance writer
for multiple publications. Her business recently added
proposal planning to its list of services. She
has been a member of the Association of Bridal Consul-
tants since 2005. See page 24.
Nicole Zenner, PBC ™, LK Events, Inc., has eight years of

wedding and event planning experience in the Minnesota
and Chicago areas. In between planning and producing
events, Nicole works in digital advertising, managing the
social media marketing strategy for clients and employers
and keeping the pulse on evolving trends. See page 12.
4 Wedding Planner Magazine

Features
Table of Contents
gina’s portraits
Catering to Couples: The Top 10 Wedding Cuisine Trends........................... 8
Food is a part of every major celebration of our lives, and it certainly
plays a pivotal role at wedding celebrations. Discover the latest trends
for catering cuisine and explore tantalizing options within each.
Taking a Strategic Approach to Social Media....................................................12

Social Media can seem overwhelming and time-consuming, but used
right, it can mean more business suited exactly to your style. Explore
time-saving tips, resources, and ideas. Plus, learn about the results of
Wedding Planner Magazine’s first-ever social media survey!
Creative Revenue Stream: Say “Yes” to Proposal Planning..........................24
24
Looking for additional sources of income for your business? Consider
proposal planning, a natural complement to wedding planning that can
lead to future business.
Dear.mx (arnaud Zein el Din),

Salvador Carmona
Departments
International: Western-influenced
Chinese Wedding Market is Booming...................................................................15
One of Asia’s most well-respected wedding experts, Kevin “Yoshi”
Kohara explores the Chinese wedding market and recaps his learnings
from the 2012 Beijing Bridal Show.
Real Wedding—Mexico City....................................................................................25

What do you get when a famous Mexican actress weds a successful law-
yer? A stunning event with 800 guests, 400,000 roses, and Julio Iglesias.
Real Wedding—Alabama...........................................................................................26
25
Transforming an all-black room was the challenge for this wedding in
Little River Canyon, Ala., inspired by the colors of fall.
Real Wedding—England.............................................................................................27
Windau Photography
An American bride and English groom used the 18th century, private
Spencer House palace as its source of inspiration for this classic event.
ABC Member Best Practices....................................................................................29

Think Outside of the Box: What are YOUR creative ideas for new revenue?
Columns
ABC Member Insight—Ronni Johnston, ABC™, Perfect Touch Custom
Weddings, Wichita, Kan............................................................................................. 18
Learn the secrets to successful initial consultations.
17
Master Wedding Vendor™ Profile:
Sally Lorensen Conant, Ph.D., MWV™.................................................................... 19
Business Basics: 8 Steps to a Great Wedding Contract..................................21

Do you really need a business contract or is it just an extra step in the
Micaela Scimone Photography
process? Lawyer and consultant Dina Eisenberg explores how you can
turn a cumbersome process into the stepping stone for great client-
customer relationships.
Ask the Experts..............................................................................................................23

Wedding Planner Magazine readers pose their pressing industry-related
questions and our advisory panel has the answers.
In Every Issue
Contributors..................................................................................................................... 4
Editor’s/Publisher’s Letter.......................................................................................... 7
27
President’s Letter............................................................................................................ 7
ABC Meetings & News................................................................................................ 16
Advertisers Index.........................................................................................................30
Wedding Planner Magazine 5

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letter
Volume 2 Issue 4
September/October 2012
Publishers Nancy Flottmeyer, PBC™

David Wood
Editor Beth Erickson Times have changed…
Creative Director Nancy Flottmeyer, PBC™ A mere 20 years ago, the wedding plate was typically adorned with rice pilaf, a few
Art Designer Nancy Flottmeyer, PBC™ steamed veggies, and either cordon bleu or chicken with white sauce. And the wedding
cake? Wet cardboard with sweetened shortening. Together, it was a ho-hum meal that
Writers Frank J. Andonoplas, MBC™
Donna Brian, MBC™
did little to please the palate. But thanks to a generation of gourmets and foodies,
Stephanie Courtney, ABC™ caterers, chefs, and event planners are letting their creativity soar for couples who
Dina Eisenberg, JD really want their wedding to burst with life—and flavor. Inside this issue of Wedding
Beth Erickson Planner Magazine, you’ll find the top 10 trends for wedding catering, courtesy of the
Lisa Hopkins, CPCE, CMP contributions of our readers and the National Association for Catering and Events.
Ronni Johnston, ABC™
Speaking of trends, social media is one that doesn’t seem to be going away. That’s why
Kevin “Yoshi” Kohara, MWV™
Aviva Zack
we polled readers in an online survey about how they use social media and whether
Nicole Zenner, PBC™ they’re able to track its success. We share those results here, along with an article on
“Taking a Strategic Approach to Social Media,” by Nicole Zenner, PBC™. Association of
Proofreader Kim Seidel Bridal Consultants (ABC) Director of Asian Markets, Yoshi Kohara, takes a look at the
Chinese wedding market, and Ronni Johnston, ABC™, gives you tips on making your initial
Photographers Alan Abrams Photography
consult matter. Plus, you’ll learn how your business contract can be your best friend in “8
Barnet Photography
Steps to a Great Wedding Business Contract,” by Dina Eisenberg, JD.
Dear.mx (arnaud Zein el Din),
Salvador Carmona Hungry for more? In this issue, we’re introducing a new feature—“Ask the Experts.” In it,
Garbo Productions you pose the questions and our advisory panel has the answers. Another first for this
Gina’s Portraits issue is the profile of a Master Wedding Vendor™, Sally Lorensen Conant, Ph.D. And,
KB Photography
thanks to ABC members, you’ll also hear ideas on creative revenue streams in Member
Micaela Scimone Photography
Best Practices, and learn along with them in Real Weddings. We hope you enjoy this
Mueller Photography
issue, created just for you. Remember to find us on Facebook and Twitter!
Olivier Kpognon Photography
Windau Photography If you haven’t already done so, don’t forget to register for ABC Business of Brides Annual
Conference, Diamonds & Denim in Denver, Nov. 11-13. Celebrity planner Donnie Brown
and industry expert Rebecca Grinnals are the core presenters. Find out more at www.
Wedding Planner Magazine, a publication inspired by the Associa-
BusinessofBrides.com.
tion of Bridal Consultants, is published bi-monthly by Wedding
Planner Magazine LLC, 400 Main Street, La Crosse, Wisconsin
© muellerphotography.net
© Olivier Kpognon Photography
© muellerphotography.net
54601. Phone: 608.796.2257. Fax: 608.796.2253.

email: info@weddingplannermag.com.
Visit: www.weddingplannermag.com.
Copyright 2012 Wedding Planner Magazine LLC. All rights
reserved. No part of this publication may be reproduced without
written permission from the publishers.
Wedding Planner Magazine does not necessarily endorse the
claims or contents of advertising or editorial material. Printed in
the U.S.A.
For advertising information: 608.796-2257 or email
info@weddingplannermag.com
the
A publication inspired by
Association of Bridal Consultants4
Volume 2 Issue
September/October 2012
Venue: Rancho Las Lomos; caterer:

the publication for wedding
planners, professionals, and
designers
24 Carrots, Orange County, Calif.;
linens: Wildflower Linens; design: David M. Wood, Publisher Nancy Flottmeyer, PBC™ Beth Erickson
President, Association of Publisher/Creative Director Editor
8
Top 10 CaTering Trends
12
soCial Media sTraTegy
Inviting Occasion
21
8 sTeps To a greaT ConTraCT
23
Bridal Consultants nancy@weddingplannermag.com editor@weddingplannermag.com

new! ask The experTs
planning 24
say “yes” To proposal
© Barnet Photography
www.weddingplannermag.com
Twitter: @wedplanmag
Wedding Planner Magazine ISSN 2160-3286 is published
bi-monthly by Wedding Planner Magazine LLC, 400
Main Street, La Crosse, Wisconsin 54601. Circulation is Next Issue: Top Wedding Industry Trends - Planning a Stylized
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F E AT U R E
Late-night wedding snacks
Catering to Couples:
The Top 10 Wedding Cuisine Trends
By Beth Erickson, Wedding Planner Magazine, with: Lisa Hopkins, CPCE, CMP, president of the National Association of
Catering and Events; Frank J. Andonoplas, MBC™, Frank Events, Chicago; Donna Brian, MBC™, Love in Bloom, Shreveport, La.;
Stephanie Courtney, ABC™, Allergen Free Events, Edgewater, Md.; AnnaMarie Wintercorn, MBC™, Elegant Weddings and Events,
Stuart, Fla.; Mark Kingsdorf, MBC™, The Queen of Hearts Wedding Consulting, Glenside, Pa.
PHOTOGRAPHY barnet PHOTOGRAPHY
Gourmet food trucks Late-night wedding snacks

feature
“Weddings are about celebration and savoring the good things in life:
family, friends, food—and don’t forget drinks”
1. late-Night Wedding Snacks Signature drinks

Guests who stay well past the main meal to
socialize and dance the night away work up an
appetite, which is why many brides and grooms
add late-night wedding snacks to cap off their
day. Items often resemble “street fare fun foods,”
comfort foods, and easy breakfast pick up
food. Think sugared donuts on a stick served over
coffee, mini grilled cheese triangles with a tomato
soup shooter, silver dollar pancake stacks, beef
sliders with truffled French fries, or fried chicken
biscuits with honey.
2. Gourmet Food Trucks

Mobile eateries have been around since the days
of the chuck wagon in the 1800s, offering the
convenience of comfort food where and when
you need it. Over time, food trucks were seen
as festival fare, but today, they’re popular from
New York to California and offer everything
from fried foods like funnel cakes and corn dogs
to more upscale sushi and crab cakes. What
does that mean for weddings? Many couples are
embracing this unique trend as a creative way to
feed wedding guests—for the rehearsal dinner,
cocktail hour, an outdoor tented reception,
or after-hour wedding parties. Multiple food
trucks can be brought to almost any venue and
serve a variety of ethnic foods, seafood, or the
American favorite hamburgers and hot dogs.
Food trucks can serve as stations even, with one
offering rice or baked potatoes, another featur-
ing a variety of vegetables, and yet another
with a protein, perhaps even personalized with
a favorite chicken recipe passed down through
generations. Be sure to plan for the climate and
the number of anticipated guests.
3. Artisan Spirits, Signature Drinks,

Craft Beers, Wine
Weddings are about celebration and savoring the
good things in life: family, friends, food—and
don’t forget drinks. More and more couples are
getting creative in how they incorporate wine
and spirits. Signature drinks remain popular—
whether based on the season or the bride and
groom’s preference—but now craft beer displays,
perhaps coupled with seasoned varieties of
popcorn; artisan spirits; and even wine tastings
are growing in popularity. Wine varietals, like
sauvignon blanc, malbec, pinot noir, zinfandel,
rosé, and riesling are being requested more often
to enhance the menu.

feature
4. Decadent Desserts
It hasn’t been “just wedding cake” in years. The creative dessert offerings
at weddings grow more inspired each year. Pie buffets or dessert stations
with assorted parfaits, cookies, truffles, pudding, cannoli shells, brown-
ies, and cheesecake are popular. Non-fat frozen yogurt or ice cream
bars with white, chocolate, and strawberry ice cream stations include
scrumptious toppings like crushed Oreos and Butterfingers, candy
sprinkles, nuts, whipping cream, and cherries for guests to create their
own sundaes. Assorted candy buffets and even cotton candy stations
create buzz and excitement among guests. For those who decide cake
is the way to go, the options are limitless: from multiple frosting and
filling flavor combinations to cheesecakes, gluten-free options, and even
elaborate cupcakes.
5. Niche Food Bars

As the average wedding size continues to grow, niche food bars have
become increasingly popular. They offer a greater variety of food and
are cost-effective since fewer servers are needed. The guests enjoy the
cultural motifs, ice sculptures, and use of up lighting at each station.
The key to a good station is always to have action—a chef cooking or
finishing off an item at the table, or a server assembling the different
components of the dish. It makes the station feel alive and will also
move the quality of the food up a notch. Food at a station doesn’t have
to be fancy and high-end to be effective if you add action. Niche food
stations also give the guests an opportunity to mingle as they move
about the reception hall. Even better are the mouth-watering food
choices. Imagine: crawfish étouffée and grits served in martini glasses;
mashed potato and sweet potato stations with condiments like brown
sugar, butter, pecan, marshmallow, green onion, bacon, cheddar cheese,
sour cream, chives; seafood and sushi offerings; Mediterranean foods
like samosas, bruschetta, lamb, grilled chicken, vegetables, hummus,
assorted cheeses; Brazilian items like grilled chicken and flank steak,
andouille sausage, bratwurst, grilled yellow and zucchini squash, Porto-
bello mushrooms with sauces like chimichurri and barbecue; bruschettas
with grilled shrimp, turkey, filet mignon topped with fruit, assorted
cheeses and garnish; and street fare like mini muffalettas, fajitas, sliders,
and hot dogs. Just about anything is possible.
Decadent desserts
6. Coffee Bar
Niche food bars Complete with its own barista, coffee bars at weddings appeal to all
partygoers. It looks and feels like an upscale coffee shop at your wedding
and ties in nicely with wedding dessert offerings. Whether guests want
regular or decaf, mochas, au laits, or lattes, they can order it their way.
Add hot cocoa and frappé drinks for the younger guests and cordial
shots for the adults.
7. Healthier Kids’ Choices

Say goodbye to chicken nuggets, corn dogs, and French fries. A growing
trend in schools, restaurants, and catering is enhanced nutrition for
children’s meals—offering healthier food choices with more whole grains,
fruits and veggies as sides (think carrot sticks and cut apples or melons),
and even mini-meals that are smaller versions of adult menu items. This
falls in line, too, with the recent USDA dietary guidelines that suggest
increasing fruits and vegetables in the diets of all Americans. Above all, in
preparation of children’s meals, it’s important to go nut-free—avoiding
foods with tree nuts or peanuts—for those with allergies.
feature
10. Allergy-free Fare
Since Chelsea Clinton’s wedding several years ago, in which she offered
vegan and gluten-free menu items, a refreshing change has taken place
in the catering industry for brides and grooms with food allergies or
Celiac disease—an ever-growing group of vendors and caterers who are
able to provide allergy-free alternatives.
With food allergies on the rise, there is an ever-growing need to accom-

modate those who must eat a certain way because they have no choice.
For these individuals, eating, or in some cases, even being exposed to
certain foods can create a life-threatening situation. They, their planners,
and caterers must take food content, preparation, and serving require-
ments very seriously in order to keep guests safe during the event. Some
in the hospitality industry view the extra precautions as overhead, but
fortunately, there are some great chefs and caterers who have taken them
Locally-sourced/seasonal fare to heart and are making a difference for those with allergies. This is a
really important trend that cannot be ignored. In some cases, allergies
can be very severe. You can ruin a guest’s reception by not taking care of
garbo productions
their needs—not to mention, potentially risk his or her life.
In some cases, these vendors have food allergies or Celiac disease them-
selves, or have a close family member who does. They understand first-
hand what is involved. The truly allergen-free and gluten-free vendors
have had training for themselves and their staff in how to prepare their
work environment and handle the food safely from source-to-service
without risking cross-contamination. Their staff knows how to respond
to guest questions without making the guest feel conspicuous for
asking, “What is in the food?” They understand the medical nature of
the request. The product? It’s just as tasty and quality as food for those
without allergies. In most cases, no one would know the difference.
11Enhanced
Weddingintermezzo
Planner Magazine
Just how do you find an allergen-free or gluten-free caterer? Ask around,
8. Locally-Sourced/Seasonal Fare google it, but remember, there are no industry standards that dictate the
A trend for several years, local sourcing of food continues to be popular required level of training or certification for a caterer or venue claiming
as consumers look to reduce their carbon footprint, support local grow- this service. Instead, it is the responsibility of the planner and client to
ers and farmers, offer quality products, and keep costs down. Everything probe deeper and ensure they understand just what the caterer means.
from locally sourced vegetables to meats, seafoods, ice cream, wines, All food at stations needs to be properly labeled. All menu requests need
beers, and spirits is possible. If it’s made locally, it can be offered. Some to be given to the caterer in advance of the function (at least 72 hours).
caterers and restaurants even have their own gardens for veggies and Planners need to make special notes and help the caterer make these
bee colonies for honey. Local sourcing of catered items, also encourages special guests feel their needs are being accommodated. A few simple
seasonal consideration by being aware of what is available locally during questions during the initial meeting with the venue/caterer, bride and
the time of year of the event. groom are usually enough to solve the mystery.
• How many allergen-free or gluten-free events have you done?
9. Enhanced Intermezzo • Did you provide just a few special meals or were the entire events
You eat with your eye, so presentation is just as important as taste. One allergen/gluten free?
of the courses being made over is intermezzo—to get away from just a • Are you associated with or certified by the Food Allergy Anaphylaxis
scoop of sorbet in a martini glass. If the martini glass is your only vessel, Network, Gluten Intolerance Group, Celiac Sprue Association,
rim it with a colored sugar. Add mint, basil, or even frozen sugared National Foundation for Celiac Awareness, or any other
grapes to kick it up a notch. To really make an impact, try using a kitchen management training program for preparing and handling
different vessel. Coupes are huge right now. Also, small, low-lipped glass food for people with allergies?
bowls such as a “fantasy glass” make a nice statement. For really special • How much of your staff has received training?
events, consider individual, lighted ice sculptures to hold the sorbet. • Do you have a separate kitchen or a kosher kitchen?
Other ideas? Wrap the sorbet in a foil, like a piece of French candy. • If you prepare everything in the same kitchen, what are your best
Use an exotic sorbet and stray away from lemon and lime. Consider a practices and protocols for preventing cross-contamination? (Do they
wine-infused sorbet with cabernet, merlot, or sangría; late fall raspberry use separate surfaces, condiments, utensils, toasters, fryers, grills,
with Chambord float; Hachiya persimmon and lychee garnished with pans, boiling, storage, and presentation?)
mint-leaf tempura; black pepper blackberry; or Italian lemon ice served • Do you have a separate room for your bakery?
in the paper cup with a wooden spoon. Another idea is to move away • Do you allow gluten-free baked goods from another bakery?
from sorbet entirely and serve shaved ice granitas or a liquid intermezzo • How do you handle foods with allergens and or gluten on a buffet?
like a non-alcoholic version of punch romaine.
A seasoned, reputable caterer will answer these questions with ease. If
you are not satisfied with the responses, move to the next caterer on
your list. ••
F E AT U R E
TAKING A STRATEGIC APPROACH By Nicole Zenner, PBC™, LK Events, Inc., Chicago

Social media is forever changing. New platforms and tools sprout just want to increase your Klout score, which measures your social media
up seemingly overnight proving that no matter how long you’ve dabbled impact. Whatever you decide, it’s important to determine your goal(s).
in social media, you have to keep testing, evolving, and rethinking the
tactics for your business. 4) Get active and stay active! Julie Albaugh, a social media journalist
from Wedding Marketing Online, recommends “that you determine how
If you’re one of the few who are not using social media, you should be. much spare time you have each week to be consistent.” Comment on
If you’re using it, but still unsure how it is going to help your business, blogs, like photos and posts, retweet, repin, and don’t forget to submit
you need to use it right to see an impact. In the State of the Social Media your own posts, tweets, and photos. Are you seeing results? If not,
Marketing Industry report released in April 2012 by Social Media Examiner, change how you say things, use fewer words or characters, change the
“those people that are self-employed and put in the time, see the greatest time of day you are active on sites, include more hashtags in your tweets,
benefit from social media.” Those benefits include building vendor relation- increase the number of people you’re following, include more descriptive
ships at a rapid pace. How? Reach out and connect with vendors and indi- tags. Monitor your results, and continue to patiently test what works.
viduals you meet after every networking event. Like their page on Facebook.
Comment on or share some of their posts. Like a picture of an event. Follow 5) Check in on your goal. Every six months, check to see if you are
the vendor on Twitter and retweet something they’ve had to say. Friend achieving your goal. If you are not, change tactics and keep working. If
them on LinkedIn. Look to see what connections you share. Follow their you have, reassess your strategy and set new goals. Continue to use what
boards on Pinterest, and do a little re-pinning. If their accounts aren’t active, works, and don’t forget to test other or new tactics based on where your
don’t bother. It’s not worth staying connected online if there’s nothing audience is every day.
to follow. You’ll quickly find that vendor partners who are active in social
media will remain top of mind in your everyday work. Remember, social Embrace your social media strategy, and you will see rewards!
media is no substitute for face-to-face interactions. That is a crucial part of
any business. Instead, it is simply a more rapid means of disseminating and Nicole’s Top Resources on Social Media
gathering information about business developments, educational materials, The Social Media Marketing Book, Dan Zarella, 2010
ideas, and personal nuances. Here are some tips for getting started: The Twitter Book, Tim O’Reilly and Sarah Milstein, 2009
“State of the Social Media Marketing Industry,” Social Media Examiner, April 2012
5 Ways to Develop Your Social Media Strategy “The State of the Blogosphere,” Technorati, 2011
1) Ask yourself whom you are trying to reach, and with whom you HubSpot—free webinars and ebooks
want to connect. “With nearly 80% of all active U.S. Internet users regu-
larly visiting social media sites,” your choice is to reach and connect with Social Media Bloggers To Watch: Brian Solis, Lee Odden, Jay Baer, Mitch Joel, Jason
potential, current, and former clients, industry vendors, or a combina- Falls, Olivier Blanchard, Gini Dietrich, Danny Brown, Jay Dolan, Tom Webster, Scott
tion of both (Nielsen, State of the Social Media Marketing Industry, Stratten, and Ruth Zive.
April 2012). You decide what’s best for your business.
Top 10 Ways Your Social Media Strategy Will Fail
2) Find out how your target audience uses social media. If you’re not sure 1) You work with just one social media site.
where to start in your research, just ask. In initial meetings with clients, ask 2) You stay uninformed about the offerings of the next hot social media site.
how they use social media. Also ask trusted friends and colleagues in the 3) You post the same message at the same time on all social media sites.
wedding industry how they use social media to target their business audi- 4) Your professional posts or tweets are always too personal.
ence. People are very generous in sharing this type of information. 5) You are not on social media sites every day.
6) You don’t interact with followers.
3) Determine how you’re going to measure results. Similar to other 7) You only post your accomplishments.
marketing efforts, you need to determine your return on investment. Do 8) Your professional posts or tweets are always too professional.
you want to gain 5-10 new couples per year through social media alone? 9) You don’t actively share other’s posts or retweet.
Perhaps you want to increase the number of likes to your Facebook page 10) You don’t share photos or videos of your work.
or the number of followers you have on Twitter and Pinterest. Maybe you
Your Thoughts on Social Media... “Engage in conversations with your “Social media is the only way to “Participate, several times a week, and
“Social media, in a very new and different followers/fans! Ask creative and thought- effectively reach the most eyes and post relevant current content. Start with
way, is the best possible endorsement of provoking questions. Allow them to ask ears of the fiancées needing our products one or two of the social media options
your product or service from your peer you questions, and respond in a timely and services.” so you don’t get overwhelmed in the
group—it shows the prospective client manner.” - Linda Windham, ABC™, Honeymoons For beginning.”
that you are reputable and trusted among - Myiesha Antwine, PBC™, Kiss and Tell Less, Columbia, S.C. - Nancy Skipton, PBC™, Simply Celebra-
other vendors, clients, and contacts Weddings, Ardmore, Okla. tions & Events, Kent, Wash.
within the network.” “Social media is a fantastic way to build
- Caroline Seale, Foxtrot Events, New “Don’t just go into social media blindly. brand awareness and relationships with “Posting a weekly blog is a great way to
Orleans I created specific purposes for each potential clients. But, it must be part of connect with current clients and bring
platform. Before I post on each, I take your overall marketing plan, not the only in future clients. I always try to have fun
“Building a presence using social media time to think about whether or not it aspect. I believe the most important when writing my blog posts. I like to
does not happen overnight. It takes time supports or contradicts the goals that I’ve aspect is still a great-looking, informative, include photos, tips, website links, and
and consistent and quality posts on a set and the voice that I want the platform properly targeted and tagged website.” vendor referrals to help my brides and
daily basis.” to have.” - Amy E. VanMeter, PBC™, Amy VanMeter grooms plan their wedding.”
- Cathy MacRae, Creative Weddings Plan- - Emmanuela Stanislaus, Precious Occa- Events, Winchester, Va. - Tamara Sims, Something 2 Dance 2 DJ
ning & Décor, Calgary, Alberta, Canada sions, Pembroke Pines, Fla. Entertainment, Schaumburg, Ill.

feature
TO SOCIAL MEDIA Time spent in a typical week on social media
50
The Results Are In...In June 2012, Wedding Planner Magazine asked readers to
complete a survey on social media in the wedding industry. The following social 40
media profile and comments about social media usage are the results of the 122
responses to our survey.. 30
Percent
Attention Social Media User...This Is You! readers
20
Ever wonder what the typical social media user in the wedding industry is like?
How often do they actually use social media? Can they track its success? What
10
sites do they use? Now is the chance to find out. We tracked the top answers to
all of our social media survey questions and created the following profile of our
Wedding Planner Magazine respondents. 0
0-2 3-5 6-10- 11 +
Hours
Overall survey respondants:

percentage of new business gained with social media
93% are wedding planners
54% have been in the industry 1-5 years
94% are female
37% are 30-39 years old
0-10%
11-25%
26-50%
51-75%
RESULTS OF OUR SURVEY 76-100%
56% Use social media extremely often
35% Spend about 3-5 hours per week
31% Update several times a day
100% use Facebook, 60% use Twitter, 53% use LinkedIn,
and 66% use Pinterest
35% have over 300 likes on Facebook
19% have over 300 followers on Twitter
how much social media rates in comparison to other forms of
21% have over 300 connections on LinkedIn marketing (advertising, bridal shows, mailings, etc)
27% have 1-50 followers on Pinterest
85% have separate business/personal accounts
86% post business updates/recent events
92% post updates herself
Much less effective
42% consider social media as effective as other forms of marketing
Less effective
54% can track the effectiveness of social media As effective
51% gain 0-10% of new business through social media More effective
Much more effective
“Though I am not a fan of automating “It can be easy to get lost in social media. “Network, network, network! Combin- of their mind, so when they hear
everything, I am quite fond of HootSuite, Block off time during your day to devote ing social media efforts with in-person ‘wedding,’ they instantly think of you.
where I can update posts for all of my to Facebook, Twitter, Pinterest, and Linke- networking events is the only way to It is very important, to post photos
social media platforms with one click.” dIn, and only go to these websites during keep connections alive. Get prospec- of your own work—I understand
- Jodi Gagne, ABC™, CSS, Simply Perfect, that block of time. When your time is up, tive clients to like and respect you that sharing inspirational photos is
Toronto move on to other business tasks.” socially so that they will trust you in nice, but it is a bit misleading, and
- Heather Canada, MBC™, First Coast your professional life, which leads to you don’t want to promote someone
“It’s important to post items that are Weddings and Events, Jacksonville, Fla. more business and referrals.” else! You want to promote you and
relevant to your audience and not make - Ginia Lucas, MWV™, Y-Knot Rentals, your amazing work! Always keep your
it exactly like what you post on your “You can exhibit articles about your last Mesa, Ariz. interactions on social media positive
website and/or blog. There has to be a weddings and events. Your clients will and professional—if you don’t have
reason for them to visit your Facebook be grateful because they will have more “For most wedding vendors, sharing anything nice to say then don’t
page, so offer specials or promotions just reference about your job.” photos from recent work and sharing comment publicly—send a message
for your followers.” - Valentina Corro, Grupo MAAS, recent testimonials is a great way if you’d like to help out a friend with
- Jenny Garringer, PBC™, Pink with Envy Mexico City to keep followers—fans, friends, some criticism.”
Event Planning Services, Beavercreek, clients—up-to-date with your recent - Joel Maus, Studio EMP Inc., Fullerton,
Ohio work. It also keeps you in the front Calif.

A publication inspired
Associat by the
September/Octoberion of Bridal Consultants
2012 Volume 2 Issue
4
the publication for

wedding planners,
professionals, and
designers
Top 10 CaTering
Trends 8
soCial Media sTraT
egy 12
8 sTeps To a greaT
ConTraCT 21
new! ask The exper
Ts 23
say “yes” To propo
sal planning 24
Wedding
Planner
Magazine
Boca Raton Resort & Club The Ritz-Carlton
advisory board
International
Barbara Diez
Barbara Diez Event Planners
Master Bridal Consultant™
Mark Kingsdorf
Create a wedding day memory to last a lifetime. The Queen of Hearts Wedding
At America’s First Resort Destination®, Master Bridal Consultant™
couples have stayed, played and exchanged vows Frank J. Andonoplas
for more than100 years Frank Event Design
…now it’s your turn.
Accredited Bridal Consultant™
Contact our Destination Wedding Specialist Tamara Lin Waterman
at 561-233-3057 or email 2011 Miss Dorothy Heart Award Recipient
MyWedding@PalmBeachFL.com Special Moments
PalmBeachFL.com/weddings
Master Wedding Vendor™
Edward L. Griffin
The Wedding DJs/Hardcastle
Entertainment, Inc..
Vendor
John Goolsby, MEI, CPV, MPV,
Godfather Films
Novice
Shelly Stone,
Signature Events by Shelly
Professional Bridal Consultant™
LaToya Parnell
Something Blue Weddings
All of our advisory board members are members of the
Association of Bridal Consultants.
Have a question about the wedding industry?
Our upcoming issues will feature an “Ask the experts

at Wedding Planner Magazine” column. We will work
with our advisory board to answer the questions for
publication or directly on Facebook.
Please send questions via message on our

Facebook page or email editor@wedding-
plannermag.com with “Ask the Experts” in
the subject line.
The Brazilian Court Hotel The Breakers
B-205 WeddingPlanner-Wedding-3.72x9.65.indd 1 7/6/12 5:55 PM

I nternational
Western-Influenced
Chinese Wedding Market is Booming
By Kevin “Yoshi” Kohara, MWV™, ABC Director of Asian Markets
At left: The entrance to the 2012 Beijing Bridal Show. Right: A flower girl and bridesmaids stand ready for the wedding at the Hilton Hotel in Beijing.
The wedding industry in China has changed rapidly during be pampered choose high-end shops where shop staff can assist clients
the past seven or eight years. In 2010, more than 8.2 million couples one-on-one. Everyone else goes to more public shops where shared
married in China. According to Shi Kanning of the Wedding Industry dressing rooms and long waits are the norm. This is China. Even if brides
Committee, established by the state-run China Association of Social wish to wear high-priced gowns, it is an impossible dream because the
Workers, consumer spending on weddings was set to increase by 20 average income for Chinese women in their 20s is around 4,000 to 8,000
percent per year (Reuters.com). In fact, today, some Chinese weddings Chinese Yen ($500-1,000 USD), while items at an elite store are priced at
cost more than $150,000 in U.S. currency. least 30,000 to 40,000 Chinese Yen ($3,770-5,030 USD).
Different markets in different provinces Ceremonies and receptions go hand-in-hand

Indeed, China’s wedding industry is thriving, with many high-end My last memory of a Chinese wedding was in Shanghai almost five
weddings produced annually in Beijing and Shanghai. Many wedding years ago. Then, I could still see remnants of Chinese traditions. Dur-
companies from Hong Kong, Taiwan, and Japan have developed their ing this trip, I visited one wedding arranged at Beijing Hilton Hotel.
business in Shanghai. The Taiwanese business grew quickest, as their Since the Chinese Government does not allow religious marriage
mother tongue is closest to Mandarin. The Beijing market is unique as ceremonies, many couples arrange marriage vows and receptions at
weddings are arranged only in the morning, which means fewer business the location. The wedding I attended was like that. And, although
opportunities for Japanese businesses since it is not seen as profitable some traditions and customs still exist, this wedding drove my previ-
to have only one wedding per day. ous image of a Chinese modern wedding out of my brain. Here, there
was no Chinese gown, no red-colored linen, no firecracker entertain-
So what is it like to plan a wedding in China? The February Beijing Bridal ment. Instead, there was a ring pillow, the bride’s friends serving as
Show, with more than 70,000 attendees, was a great place to learn more. bridesmaids, and flower décor that looked like a page in an American
Here is what I discovered: bridal magazine. Average guests per reception are 150. The couple
usually prepares extra tables in the reception site for extra guests
The role of wedding planners invited by original guests, even if the wedding couple does not know
Generally, the wedding planner’s role is to arrange vendor’s products or extra guests.
services into a package price and sell the whole package to couples. Es-
sentially, 40 percent of this is the planner’s income. Vendors like florists, The importance of wedding photography
paper companies, etc. do not need to meet the couple as the order is Wedding photography is one of the biggest industry businesses in
arranged between the planner and couple. China, Korea, Vietnam, and other countries close to China. Photos are
taken at the time of engagement. Wedding photos are taken, in full wed-
Average floral costs for the reception site are 10,000 to 20,000 Chinese ding attire, during the two to three months prior to the wedding day.
Yen ($1,250-2,500 USD). The marriage ring is averaged 1,700 to 3,000
Chinese Yen ($210-370) Photography costs average 4,000 to 5,000 Overall, industry professionals who know American high-end wed-
Chinese Yen ($500-620 USD). dings say the Chinese wedding is not as much of a production as their
United State’s counterparts, even though couples spend significant
The bridal gown shopping experience sums of money. But they believe there are many opportunities in this
Wedding gown shopping is defined by economy. Those who can afford to growing market. ••

Association of Bridal Consultants Meetings & News
ABC Calendar Toni DeLisi, MBC™, Memorable Events, Ramsey, N.J.,
was elected director of programs for the Greater NJ
In the media
For individual monthly state meetings, please contact Toni DeLisi, MBC™, Memorable Events, Ramsey, N.J., was
your state coordinators and the ABC website www. Chapter of the National Association for Catering and recently selected to be in New Jersey Bride’s “Love It”
BridalAssn.com. Events and received the 2012 Brides Choice Award from awards, a list of the wedding industry companies the
Wedding Wire. magazine loves.
Seminars Angela Dupont, ABC™, CPCE, Fort Worth, Texas, and
Attend and earn two points for education and Tara Fay and Xena Productions Bespoke Events, Black-
professional development. For more information, or to Elizabeth Gonzalez, After Yes, Dallas, Texas, submitted rock Co. Dublin, Ireland, were featured weekly in a series
register, visit www.BridalAssn.com. an entry for the Best Conceptual Tabletop category on weddings and tips for planning for three months on
of the National Association of Catering and Events Xpose, an entertainment show, on TV3, one of Ireland’s
Sunday, Sept. 16 (NACE) Awards. The Lone Ranger-themed tabletop main television channels. They were also featured in
Building and Remodeling Bridal Business they designed was for the 2011 D/FW NACE Fundraiser the Irish Times’ article “Valuable Tips for the Big Day” in
The Westin Detroit Airport, Detroit, Mich. Tabletop Competition. June located in the Price Watch section on how to save
www.abcbrbdetroit.eventbrite.com money on wedding planning.
Angela Dupont, ABC™, CPCE, Fort Worth, Texas,
Sunday, Sept. 23 completed her Master of Science in Entrepreneur- Katy Griffiths, VOWS Wedding and Event Planning, had
ABC World of Wedding Planning ship degree from Southern Methodist University in one of her commitment unions featured in Seattle Bride
Holiday Inn, Carle Place, N.Y. May. While in the program, she developed a business Magazine.
www.abcwownerny.eventbrite.com plan and strategy for acquiring a historic property
to transform into a turnkey venue for weddings,
Monday, Sept. 24 corporate, and non-profit events.
Networking & Etiquette Revival
Holiday Inn, Carle Place, N.Y. Shafonne Myers, Pretty Pear Bride, Avon, Ind., is
www.BridalAssn.com speaking about “TOPIC” at Backstage Bridal Pro at the
Pecan Hill Resort in Los Angeles, on Monday, Sept. 24.
State Meetings According to Myers, Pretty Pear Bride is now the only
Tuesday, Sept. 18 print magazine and website in the world dedicated to
ABC-Georgia Meeting plus-size brides.
6:30 p.m. – 8:30 p.m.
Vinewood Plantation, Newnan, Ga. Grisell Neumann, Coordinadora de Eventos, Mexico,
created a project called BODA (“wedding” in Spanish).
Monday, Sept. 30 The letters stand for Buenas Obras De Apoyo (“good
ABC-North Carolina deeds of support”), and the project is designed to
9 a.m. – 4 p.m. redistribute wedding gifts that are either unwanted or Kim Horn, MBC™, (above) Arizona Bridal Source Wed-
Carolina Colours, New Bern, N.C. non-returnable to couples with no resources who are ding Planning, Phoenix, was interviewed about wedding
Veronica@behindthescenes.com getting married. With the help of other foundations, trends for 2013 on June 3, for two segments on local
BODA locates a bride in need and gives the wrapped NBC Channel 12; on June 7 for three segments on Fox 10
Save the Date gifts under the giver’s first name. Phoenix; and June 8 for two segments on Fox 10 Phoenix.
Sunday - Monday, Feb. 3-4 She was also featured on a live remote at the Phoenix
ABC-California State Meeting Elaine Parker, Weddings by Elan, Nashville, Tenn., has Convention Center for the Arizona Bridal Show in 12
had a busy year since becoming an ABC Emerita. She is segments on Channel 3 TV on June 10.
Friday - Saturday, Feb. 22-23 completing a guide about special needs weddings for
ABC-Indiana State Meeting persons with visual, hearing, or mobility limitations. Gail Johnson, ABC™, Gail Johnson Weddings & Events,
She started a Vision Aids Closet for seniors who have Tucker, Ga., was recently featured in: “The Cost of Get-
ABC Annual Conference low vision or are losing their vision due to macular
degeneration or diabetes. Parker orders the aids and
ting Married” on BankRate.com; “The Ccost of Living Out
Sunday-Tuesday, Nov. 11-13 Grand Events” on FoxBusiness.com; “The Dos and Don’ts
Business of Brides then goes to clients’ homes to teach them how to of Choosing Your Wedding Dress” on Glamour.com and
Diamonds & Denim in Denver use them for cooking and recreational pursuits. She Living.MSN.com; “Six Tips for Dealing with an Overbear-
Grand Hyatt, Denver also received a lifetime achievement award from the ing Mom” at ThePlungeProject.com; “Give a Great
www.BusinessofBrides.com Professional Chefs Association of Tennessee and a Wedding Gift Without Going Broke” at HelloWallet.com;
www.BridalAssn.com Presidential Recognition medal of Culinary Heritage and “Gail’s Stylish Office” at TheOfficeStylist.com.
from the American Culinary Federation.
Achievements Lisa Smith, Gabbi Grace Events, Harper Woods, Mich.,
Denise Nicolette, What a Day Weddings,
Candice Benson, MBC™, and The Finishing Touch team, Scottsdale, Ariz., had two styled photo shoots
Millburn, N.J., won the ISES New Jersey Garden State was asked to serve on the Wedding Industry Experts (summer wedding inspiration with Pantone 2012 color
Gala Award for “Best Graphic Design” for their invita- panel, a group of wedding planners and designers from trends and an eclectic wedding shoot in blue, pink,
tions for the third year in a row. the United States, France, the United Kingdom, and and yellow) published in Brenda’s Wedding Blog at
more. The panel gives aspiring wedding planners and www.brendasweddingblog.com.
designers an opportunity to hear about what works
Alan Abrams Photography
in the real world of wedding planning from successful Gail Johnson, ABC™, Gail Johnson Weddings & Events,
industry professionals. The Wedding Industry Experts Tucker, Ga., was a featured vendor on Wedding Industry
put out a weekly report available through www.wed- Experts website.
dingindustryexperts.com. Smith is also the author of
“Ask Lisa,” a column in Pretty Pear Bride Magazine. Angela Saban, PBC™, Angela Saban Design and Angle
Cakes Bakery, Glendale, Ariz., had pictures of a March
wedding featured on the Style Me Pretty blog.
The following ABC members attended and celebrated

the Grand Opening of Cloud Nove Events (above, l-r):
Rosario Gil, Regina Cialone, Jacqueline Vazquez,
ABC™, Lisa Marie Blinn, PBC™, and Madelyne Jackson.
Regina Cialone, Cloud Nove Events, Copiague, N.Y.,
recently opened her new office space, which was
featured in Well Wed Hamptons Magazine. The Grand
Opening was on Friday, July 6.

Association of Bridal Consultants Meetings & News
“Say Yes to the Best” Tabletop
Windau Photography
Windau Photography
Award Winners Announced
By Amy Vecchione, Aventina Events,
Glen Ridge, N.J.
The New Jersey Chapter of the Association of Bridal
Consultants (ABC) collaborated with the New Jersey
North Chapter of ISES to produce a Bridal Show called
“Say Yes to the Best.” It was hosted at the Cedar Hill
Country Club on March 7 and enabled members to
showcase their products and services to local engaged
couples with all ticket proceeds donated to Wish Upon
A Wedding. This year, a tabletop design competition
that brought a new and interesting element to the
show was added. Members were able to showcase
their design skills while brides enjoyed seeing a variety
of designs inspiration. Entrants were able to use the
vast inventory of competition sponsor, Party Rental,
LTD. Awards were presented in two categories: “Brides’
Choice” and “Event Professionals’ Choice.” The Brides’
Choice Winner was “A Romantic Night Dream” by ABC
Member Robin Rohsler Ortiz of Rohsler’s Allendale
Nursery & Florist, Allendale, N.J. The Professionals’
Choice Winner Was “Spring Awakening” by ABC Mem-
ber Amy Vecchione of Aventina Events, Glen Ridge, N.J.,
including floral design by The Garden Shop and graphic
design by Parcel.
ABC Designations ABC Florida Gives Rosie Moore ABC to Launch Canada West in
The Association of Bridal Consultants congratulates the Business of Brides Scholarship October 2012
following members who have achieved designation. By Elise Enloe, MBC™, ABC Florida State Plans are in motion for the official Canada West launch,
Coordinator which includes British Columbia, Alberta, Saskatchewan,
Professional Bridal Consultant™ Rosie Moore, PBC™, 27 Miracles Wedding Consulting, and Manitoba. If you are a wedding planner or supplier
Johnella Brown, Janella Forte, Chesapeake, Va. Windermere, Fla., is the winner of ABC-Florida’s 7th and wish to be notified, please contact abcwest-
Carol Carroll, Glenwood Springs, Colo. Annual Conference Scholarship for the Association canada@gmail.com for more information. The Country
Andreza da Silva Mendes Novais, 4 Estacoes Eventos, of Bridal Consultants (ABC) annual Business of Brides Coordinator is Milena Santoro. She can be reached at
Barueri, Sao Paulo, Brazil conference. 780.999.5799 or milenasantorionc@gmail.com.
Arlene Dix, Creative Diaz, Lake City, Fla. Front, l-r: Josie Coccia, Naomi Munday, Lamia Youssef,
Geraldine Harlson, Griffith, Ind. An ABC Laura Collins, Janice Smith. Middle: ABC President
Tatsuya Higuchi, Japan member since David Wood, Jodi Gagné, Chantel Brown, Kimberley
Kara Inmon, Your Every Hearts Desire, Ypsilanti, Mich. 2008, Moore Trench, Linnette Mavour, Matina Kalkounis, Kim-
Junko Ishikawa, Japan was a Cele berlee Bjorkman, Gwendolyn Ramsay. Back: Myriam
Malin Johansson, Fest & Bröllopsagenturen, Rydboholm, Lalli Rising Romulus-Sinclair, Ettie Dawkins, Clem Dwyer, Blayre
Sweden Star winner Ellestad, Kevin Lax.
Mary Blossom Nmoh, Elegant Occasions, Antioch, Tenn. for Janu-
Amelia Rheaume, Calgary, Alberta, Canada ary - March
Ethelle Robinson-Ellison, Weddings & Events by Ethelle, 2009 and is
Tampa, Fla. currently the
Ebony Sparkes, Sparkling Events & Designs, LLC, Stone President of
Ridge, Va. Orlando’s
Lavette Swaine, Louisville, Ky. Wish Upon a
Miyuki Takahashi, Japan Wedding. This is the third time Moore applied for the
Dionda Wilson, Arlington, Va. scholarship. The ABC-Florida scholarship is awarded to a
Lamia Youssef, Toronto, Ontario, Canada member who has never attended conference—whether
novice, consultant, or vendor—based on an essay that
Accredited Bridal Consultant™ is judged anonymously by previous scholarship winners
Carolyn Burke, Wedding Liaison, Kirkwood, Mo. and senior ABC-Florida members. Moore is married
Ronni Johnston, PBCPerfect Touch Custom Weddings, to the Rev. Marcus Moore. They have three children,
Wichita, Kan. Christopher, Kayla and a “special miracle,” Kaleb.
Association of Bridal Consultants Directors code of ethics

David M. Wood III, President Our ABC members agree to:
Gerard J. Monaghan, Co-Founder • represent each client fairly and honestly,
Eileen P. Monaghan, Co-Founder providing all agreed-to services in a timely and
Elise Enloe, MBC™, VP of North American Operations, Director of Education . ......................................... eliseABCFL@aol.com cost-efficient manner.
Elayne Anderson, Director of Operations.......................................................................................................................info@BridalAssn.com • establish reasonable and proper fees for services
Candice Benson, MBC™, Director of Social Media..................................................................candice@thefinishingtouchevents.com and provide written estimates to each client.
Dena Davey, Director of Marketing.................................................................................................................................. corp@BridalAssn.com • use honest, factual advertising.
Nancy Flottmeyer, PBC™, Creative Director................................................................................................. nancy@weddingsbynancy.com • deal with employees and clients fairly, in an
Lois Pearce, MBC™, Director of Ethnic Diversity..........................................................................................lois@beautifuloccasions.com unbiased manner.
Annemarie Steiner, Member Services........................................................................................................................mbrsvc@BridalAssn.com • disclose to clients any payments received from
ABC Office: 1.860.355.7000, fax 1.860.354.1404, www.BridalAssn.com, suppliers.
56 Danbury Road, Ste. 11, New Milford, CT 06776. • operate an establishment that is a credit to the
community.

A B C member insig h t
The Initial Consult:

Your First Chance
to WOW Your Client!
By Ronni Johnston, ABC™ , Perfect Touch Custom Weddings,
Wichita, Kan.
Ronni Johnston, ABC™, takes time to get to know couples during the initial consult
to determine if they’re a right match for her business.
The initial consult you have with couples is the foundation of it’s your turn to talk. Jot down the event details for reference. Highlight
your wedding business. It is your first, or only, chance to demonstrate your anywhere you share experiences.
value. Here, you will learn about the bride and groom—their personalities,
wedding dreams, and potential challenges. Handled correctly, this can be Get personal
“win-win” all the way. The couple will leave with a clear vision of their next Acknowledge them by name. Learn the key players. Look for telltale
steps—ideally hiring you is one. You will gain a clear understanding of the signs that someone other than the bride is in charge: She looks often at
clients’ style, and know if they are the right clients for you. Here are some another for questions involving money or will defer her answers. Listen to
things you need to consider for your initial consults: the chatter between the clients. You will learn a lot about what the bride
wants (lots of fresh flowers) and what the check-signer thinks (the mother
Free or Fee? hates to see all those flowers just die.) If you can perfect the fine art of
This topic has been covered in many forums. It is a dividing point for listening, you’ll be able to address all parties’ concerns at once. Show that
some, but needn’t be. Whether you choose to charge for your initial you understand both “sides” of an issue and offer a viable alternative that
consult or not, it isn’t a right or wrong choice. It’s about what’s right for lets everyone feel good. Your value will be immediate and measurable.
your business. However, remember that a “free” consultation must actu-
ally provide some type of service. If you prefer an initial consult to be Help set a goal and establish priorities
more of a sales opportunity, use another term, like “free initial meeting.” Ask for their top priorities and have them rank the rest. Give them
something they can relate to—“on a scale of 1 to 10, how important
Forms. What type should you use? is photography?” Let each person provide his or her own answer.
Gather data and wedding details during the initial consultation, of Present options that fit. Provide contact information or estimates of
course, but don’t get bogged down. Do use helpful documentation, but the services. Ask about budget, even though it can be a tricky subject.
keep it relevant and concise. Also decide who should be filling out the Balancing priority and budget is how you determine your referrals and
forms. Some feel that brides tend to find detailed forms tedious. It can suggestions. Think of this as sketching out a rough map for them. Show
take away from interaction time. them the journey, and let them see that you are their best guide.
Don’t forget sales and closing techniques. Give them the big picture
Do you ask the client to sign right away or give them time? Should you Break down their budget based on their priorities. Include your service
say you’ll “save the date”? Do you give a hiring incentive or deadline? fees in their budget. Discuss their options and design in general terms.
Explore your options and make your choices before you meet with Give broad planning checklists, and discuss the amount of time needed
clients. Consider: Are you a hard or soft sell personality? Do you feel (250 hours to plan is a realistic, average assessment.) Paint a picture of
a discount could devalue your services? How are you marketing your their wedding and how to get there. Help them assess what needs to be
consultations? What are the clients’ expectations? Track your contacts done and if they want to do it.
while you evaluate your options. If needed, take notes on which tactics
you used. Quickly a pattern should emerge. Be willing to adjust your The perfect initial consult is when the client has the most comprehen-
approach as brides and buying habits change over time. Use consistent sive view-to-date of their wedding, an immediate action plan, and has
business policies, but, consider adopting a few approaches to handle the learned that you are a vital part of the process. Prepare, practice, and
different types of brides that you will meet. perfect—and your initial consult will serve you well. ••
Get an earful Ronni Johnston, ABC™, is the owner of Perfect Touch Custom Weddings
Let the client talk. Ask how they met. Ask about their wedding fears in Wichita, Kan., and the Association of Bridal Consultant’s local net-
and hopes. The client needs to feel you understand them. To do that, working group director. As a full-time consultant and mentor, Johnston
you must listen. Take notes. List questions or comments to use when knows mastering the initial consult is a critical and ongoing process.

master wedding vendor™
Master Profile
sally lorensen conant, ph.d, mwv™
Executive Director, Association of Wedding Gown Specialists
(AWGS), 800.501.5005, info@weddinggownspecialists.com.
President, Orange Restoration Labs, Orange, Conn.,
800.950.6482, info@gownrestoration.com.
Employees: 3 full-time, AWGS; 10 full-time, Orange Restoration Labs
Revenue breakdown: 54% preservation, 25% cleaning, 21% restoration
Social media: Twitter, LinkedIn, Facebook, YouTube, Pinterest, Wedding Aces
Family: Between us, my husband and I have tion of Historic and Artistic Objects, and Gown Specialists sponsors Couture: New York
five children, ages 46, 43, 42, 40, and 33, as well International Drycleaners Congress. Bridal Fashion Week. Attending the markets
as two grandchildren, 4 and 5 months. On the AWGS: It’s a Canadian not-for-profit in Chicago and New York keeps me up-to-date
Education: I have a B.A. from Wellesley trade association represented in more than 500 with wedding fashion and gives me lots of ideas
College (1960), an M.A. and Ph.D. in art cities in the United States, Canada, Mexico, for display and for adapting vintage gowns.
history from Bryn Mawr College (1982, 1987) Ecuador, and South Africa. The members Marketing strategy: We focus almost
and conservation studies at Yale University, specialize in cleaning gowns of all kinds, and the exclusively on the Internet but supplement
Smithsonian Institution, and Winterthur. association’s goal is to provide women, especially with other media and networking.
MWV™ Status: I wanted to be the first, and brides, with not only trusted local service but On Staying Fresh: We try to take a couple of
I was (in 2002). A “third-party” validation is also an international guarantee. We hold our days before or after major professional commit-
always important because it reassures the bride members to very high standards, and we educate ments in other cities, but every few years, we
that her choice is a good one. And when the brides about the importance of gown care via take a longer trip—most recently to Australia.
validation comes from the ABC, the preeminent our website, blogs, and other media. Ideal client: For new gowns, the woman
organization dedicated to wedding profession- Orange Restoration Labs: We have who cares enough about her gown to give it the
als worldwide, what could be better! a 4,000 sq. ft. facility where we clean and proper care. For vintage gowns and veils, the
On the ABC and networking: I joined preserve contemporary gowns. I restore vintage woman whose family means everything to her.
in 1994 because consultants are a natural items by hand and particularly enjoy helping Recent Reads: David Baldacci in hard copy
market, but networking has turned out to be brides with suggestions for updating their and tons of free books on my Kindle.
even more helpful. Eileen and Jerry Monaghan vintage gowns and veils. Our goal is to serve Hobbies: Reading, gardening, my two black
introduced me to many important figures in as a resource that brides, bridal consultants, cats, fishing with my husband.
the industry such as Peter Grimes of Vows bridal salons, and seamstresses can count on Words of Wisdom: Never say “no” if the
Magazine: The Bridal & Wedding Business Journal for whatever help they need with gowns and challenge is interesting. Always say “yes” and
and Cele Goldsmith Lalli, at that time the veils, new or old. then figure out later how to make it work.
editor of Modern Bride. Cele in turn introduced Mentors: In 1990, when my husband and I On Giving Back: I have to hope that many,
me to the owner of Priscilla of Boston, and bought a business together, I was an academic many years of community service in an earlier
my own company did all their work for many from a very different world. I knew nothing life carry forward because there simply is
years. These days, I find the state, regional, and about business, and in this industry, my hus- no time for volunteer work. Both AWGS and
national meetings are a wonderful source of band is my mentor. His background in banking my own company contribute services and/or
speakers, partnerships, and program ideas. and corporate enterprise has been crucial to gowns to charities, and we have also sponsored
Other Memberships: Textile Society of our success. breast cancer events and other such charitable
America, American Institute for the Conserva- Inspiration: The Association of Wedding programs. ••

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business basics
8 Steps
to a Great Wedding Business Contract
By Dina Eisenberg, JD | SpeakupPowerfully.com
Your business contract is not what you

1
Have a written contract.
5
Have a variety of contracts.
think. It’s more than just a binding agreement It’s nice to do business on a handshake, but One contract does not suit all purposes. If it
between two or more people, an exchange it’s smart to write things down. If you’re a does, it’s too confusing to be enforceable. Con-
Paul Versluis
of money for value. It’s an opportunity to wedding pro, review and revise your contract sider an independent contractor agreement,
establish trust and set the tone for your entire to make sure it’s enforceable and adequately a rental agreement, an agreement for design/
working relationship. But how can you have a covers your business. Just starting out? Spend planning services, a change order agreement,
great wedding contract that feels good to you your money on a contract before the busi- and a preferred vendor agreement.
and works well for your couples? ness cards. It’s worth the investment. Check
It starts with knowing your contract can’t

always protect you. There are always unforesee-
out Leverage-a-Lawyer for their package of
essential contract forms. 6
Make it easy to sign.
able circumstances. What do you do about
payment if the bride or groom dies halfway
through the planning or the baker goes
2
Customize your contract.
It’s best to have your contract discussion and
signing face-to-face, but if that’s not possible,
use one of the online signature services like
bankrupt. Who plans for that? Your best bet Many wedding pros use standardized forms, Echosign or RightSign, which integrates with
is to create a solid contract that is a negoti- which is a fine way to start but isn’t the best Google docs and Freshbooks for invoicing.
ated promise between you and your couple, solution. A customized contract means what’s
a written memory of the conversations and
agreements you had. It reflects your intention
to work together and how. The contract creates
important to you will be adequately expressed.
For instance, because I believe in collaboration
all my contracts have a mediation clause.
7
Add a dispute resolution clause.
trust and understanding that makes your work Stuff happens and your energy is better spent
a thousand times easier. The intention is to find
any snags now and resolve them so you can
glide through to the wedding day. In fact, that’s
3
Get rid of the legal jargon.
finding a solution than assigning blame. Having
a trained neutral party available to help you and
your bride find a solution will save you stress
a great way to start your conversation. To get You don’t need it; it creates misunderstand- and aggravation. A mediation clause sets the
there, follow these steps: ings. For example, some contracts include a tone for a collaborative and problem-solving
“hold harmless” clause. Sounds confusing until partnership.
you realize all that means is that one party
to the contract agrees not to hold the other
party responsible. How much easier is that to
understand? Write what you want to include
8
Talk directly and transparently with
in your contract like your payment terms, your couple.
scheduling, deadlines, and behaviors you expect As a wedding professional with integrity, you
(and don’t want) from clients in your everyday are honest, but are you direct and transparent?
language. Then, ask a business attorney to Do you tell them what they need to know or do
make it binding. you “beat around the bush”? The more direct
you are, the less room for misunderstand-
4
Know your local and state legal
ing. Let couples know what you’re thinking.
Sometimes, “I don’t know” is the right thing to
say. Couples will value you more if they know
requirements. you’re a human being doing your best, not a
Make sure you both know and explain any super planner seeking perfection.
special differences that your couple might The conversation you have with your couple
encounter hosting a wedding in your state. In about your contract is the promise you both
Massachusetts, there are times when a police make to give your best efforts to create their
detail has to be part of the wedding cost. An wedding. It should be detailed, curious, flexible,
Dina Eisenberg, JD, is an author, mediator, out-of-state bride might not know that, or collaborative, and most of all fun—something
and speaker who founded SpeakupPower- worse, refuse to comply. It’s your responsibil- you and your couple will cherish and remember
fully.com, an online advice and education ity to inform her. Also, if you intend to do almost as much as their wedding day. ••
resource focused on assertiveness for women destination weddings make sure your contract
in business. The site helps women entrepre- defines things like which law will take prece-
neurs and small business owners learn to be dence—your state or the other location—if a
kind yet decisive on various topics. lawsuit arises.

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Industry Experts Tackle Your Toughest Questions
ask t h e e x perts
Editor’s note: In this new feature, you ask it, and we get answers.
We take your most pressing questions and pose them to Wedding Planner
Magazine’s advisory group for answers. Some answers will be printed in
Q
the publication, others posted online. Have a question? Email editor@
weddingplannermag.com with “Ask the Experts” in the subject line.
Q
“How do you handle clients who become
absolutely unreasonable, especially on the
day of the wedding? A recent client called me unprofes-
“In the wedding books, flowers are every- sional in front of my team because I didn’t introduce her
where—as centerpieces, down the aisle, and to my team members when we came in. She was in the
on arches. If your bride and some family members have bad middle of getting makeup done, and I told her we’d see
allergies and she did not want candles or manzanita trees, her when she was finished. I also found out during the
what would be her options?” planning process that she’d repeatedly lied about certain
- Lynn Whittenberg, Touch of Romance Special Event Planning Service, trivial things. She showed no indication of being a Bri-
dezilla initially.”
A
Riverside, Calif.
- Kathi R. Evans, ABC™, All the Best Weddings & Celebrations,
A
Toms River, N.J.
“If they are far enough away from guests, good quality silk
flowers that you would never know are not real will work.
I have done this for ceiling treatments when fresh would be way to heavy. “You need to not lose your cool. Stay level-headed,
Nobody knew.” competent, and professional. Walk away before you say
- Frank J. Andonoplas, MBC™, Frank Events, Chicago something you regret, before what you are thinking in your head slips out
of your mouth! Sometimes, emotions on wedding days run crazy, and
Q
clients do not act the same. I would just state facts when speaking to an
out-of-control client on the wedding day. Again, if you see this behavior
before the day, exercise your right to cancel the contract, if you have a
cancellation clause. If you don’t, you really need one! I have used mine a
“What areas of my business should I few times.”
concentrate the bulk of my money, - Frank J. Andonoplas, MBC™, Frank Events, Chicago
and how should I go about it?”
- Chaquira Peguero, CWP™, Joined Together Wedding Specialists, “I’ve only had one real Bridezilla, and I had no clue that she was one at
Sunrise, Fla. first either. Over time, I’ve gotten better at weeding them out. Mean-
A
while, there isn’t much you can do besides smile and try to appease
them. For consultants, the best thing you can do is document any deci-
sions or changes. Have them email you, so you have a record of it.”
- Ed Griffin, MWV™, The Wedding DJs/Hardcastle Entertainment, Inc.,
“If, in the beginning of your business, first concentrate Renton, Wash.
it on education. Don’t go out without being properly
trained. It does our industry a disservice for someone to hang out their “This is a very difficult question indeed. If the bride becomes absolutely
wedding consultant sign, and fail because they are not ready. If you are unreasonable on the day of the wedding, you cannot do much. You are
past this stage, then invest in marketing. You need to spread the word on the last day of your long journey together, and it is about to come
that you are available for service!” to an end. Just try to stay calm. Keep telling yourself that you have done
- Frank J. Andonoplas, MBC™, Frank Events, Chicago your work well and nothing will make you become unreasonable. Now,
having said this, a very different thing is when the bride is unreasonable
“This is a question that is constantly asked. Something that works for during the planning process. Unfortunately, we have had two of them
one, doesn’t always work for another. Also, something that is hot today in our 12-year experience. On one occasion, we were lucky to realize
may not be tomorrow. My advice: Don’t stick all your eggs in one basket, this during the first month of the planning process. We decided to give
and track what’s working and what’s not for you.” the money back to the client and not continue with the planning of her
- Ed Griffin, MWV™, The Wedding DJs/Hardcastle Entertainment, Inc., wedding. But the other bride became absolutely unreasonable seven
Renton, Wash. weeks before her wedding. She was getting us into trouble, being difficult
and spoiled. She talked down to us and was offensive. We tried talking
to her, but things were getting worse so we decided not to continue. Our
Ask Our Experts! contract has a clause that allows us to stop the planning process. We
Is there a situation that’s been puzzling you? Do you want answers? told the bride that we wouldn’t allow ourselves to be treated badly. That
Email your wedding industry questions to editor@weddingplannermag. was our limit.”
com. Be sure to put “Ask the Experts” in the subject line. - Barbara Diez, Barbara Diez Event Planners, Buenos Aires

Creative Revenue Stream
Say “Yes” to Proposal Planning
By Aviva Zack, Bliss Wedding Design, Saskatoon, Saskatchewan, Canada photography gina’s portraits
The economy has been sagging and bouncing like an old mattress for several your blog to talk about new proposal planning services. Cross-promo-
years now. Just as you can’t get a decent night’s sleep on a ropey bed with tion is also a viable option. My company, Bliss Wedding Design, began
peek-a-boo springs, you can’t maintain business as usual in a dodgy economy. working with a local jeweler on promotional materials for distribution
If your business “needs a new mattress,” you might want to consider the to those who might be in need of our service after they purchase the
following creative revenue stream to boost your bottom line. This is the first in ring. Relying heavily on social media and word of mouth, interest in this
a three part-series of creative revenue streams for your business service has grown, and the cost has been minimal.
With the Internet and an abundance of reality TV romances Make it memorable

all showing off elaborate proposals, the expectations are high for Once you’ve got a potential client’s attention, ask a lot of questions.
individuals proposing marriage to pull off something unique. In fact, Find out as much as you can about their love story. How did they meet?
some oft-spouted statistics claim 80 percent of women reported What are their hobbies and interests? What are her favorite colors,
being disappointed with their proposal. Enough to cause a little sweat foods, and places to go? Get a clear picture of who they are, and then
just thinking about it. No pressure right? But what else is formed by create a personalized plan for a romantic proposal. Whether over-the-
high heat and intense pressure? Diamonds. And that’s exactly what top or intimate, the key to a good proposal is that it suits the couple
proposal planning can be to a wedding planner’s business—a priceless perfectly. Some individuals already have clear notions of what they want
gem that helps boost wedding sales and sets you apart from the crowd. to do and simply need help executing their plan. Be sure to confess if the
idea needs work. Don’t be afraid to tell him to skip the jumbotron pro-
Experienced wedding planners already have the skills needed to put posal if he’s the one who is the avid sports fan. Other clients may need
together a successful proposal. Much like planning a wedding, a good help with the concept, but want to pull it off on their own. Assisting
proposal requires getting to know a couple, in this case, through the one with a personalized plan and connecting clients with the right vendors
proposing; matching the personality to the right vendors; and paying can set them on their way to a memorable proposal.
attention to detail. Similar to a wedding, proposal planning should be
personal—telling the couple’s love story. After planning a successful proposal, the relationship and trust has
already been established, which will, ideally, lead to planning the
Spread the word happy couple’s wedding as well as their proposal. Although you cannot
The key to selling this relatively unheard of service is marketing. It guarantee a “Yes,” you will be using your talent and connections to plan
shouldn’t cost much if you use your vendor connections and a bit of the perfect proposal, create happiness, and potential new clients. Who
creativity. Partner with a top photographer to collaborate on a stylized could say, “No?” ••
photo shoot for use online and on other marketing materials. Pitch your
business to local media. Use social media like Twitter, Facebook, and Next issue: Elopement Planning!

Real Wedding
MEXICO CITY
ABC Member Planners: Alexandre Lemaire &
Aurelia de Haut, Aurelia Eventos, Delegacion Miguel
Hidalgo México, (+52) 55 5253 6016/5251 9901, info@
aureliaeventos.com, www.aureliaeventos.com.
Non-member businesses involved: Banquetes
Kohlmann, Paula Perdomo.
Photography: Dear.mx (arnaud Zein el Din),
Salvador Carmona
The Couple: Yadhira is a famous actress in Mexico
and Juan is an important lawyer. Their wedding
was highly broadcast and was considered by many
as the wedding of the year in Mexico. Yadhira is a
perfectionist and passionate about flower design
(she owns an exclusive flower design boutique). This
made the creation process even more exciting.
INSPIRATION: Classical, romantic elegance with a
theatrical appeal.
Color palette: Silver, ivory, rose, violet.
Guest Count: 800.
Most unique design element: Six-meter high
chandeliers made of flowers. We designed an iron
structure and began putting the flowers into it two
days before the wedding. Aside from the chan-
deliers, this event had stunning décor, including
around 400,000 roses. It was a fantastic party,
with a lot of live music and shows, including Julio
Iglesias.
Biggest challenge: Our biggest challenge was
building the structure to hang the lighting, sound
system, and chandeliers in a 17th century building.
The challenges were first to make it possible. We
had fit the needs of Julio Iglesias’ rider with the
capacities of the patio and focus on the fact that it
was a wedding and not a concert. Secondly, we had
to build an architectural structure that protected
the original building and did not touch it.
Insight: The wedding went perfectly, thanks to
good planning and very professional and passionate
people. This event reinforced the importance of
taking time to do things well, having a deep con-
nection with the bride, and working with people
you really trust. These are critical with such a large
event that had around 500 professionals working
on various days to pull it off! ••

Real Wedding
alabama
ABC Member Planner: Holly Lynch, PBC™,

The Season, Rome, Ga., 706.767.0606,
holly@theseasonevents.com,
www.theseasonevents.com.
ABC member businesses involved: The Season
(bartending, transportation, and planning).
Non-member businesses involved: Harvest
Moon Catering, Bussey’s Florist, Honeymoon
Bakery, Little River Canyon Center, Unlimited
Party & Event Rental.
The Couple: Vanessa and Shawn are a very unique
couple. The groom was from Pennsylvania and the
bride from Atlanta. They had non-traditional ideas
and really wanted to embrace the fall season and
the mountains near where the bride’s family has a
cabin. As a child, the family spent long weekends
there. The couple also wanted to incorporate her
southern heritage into the menu.
Inspiration: The fall season in a gorgeous moun-
tain area in Little River Canyon, Ala.
Color palette: Rich oranges and corals, coppers,
and soft greens.
Approximate Budget: $30,000
Guest count: 125.
Most unique design elements: The waterfall,
where we were able to capture some really special
photographs, was absolutely stunning; the very plain
room we transformed into a beautiful dining room;
the “beer buffet” that paid tribute to the groom’s
love of specialty beers; and the “pie station” instead
of traditional wedding cake.
Biggest challenge: The reception room was a
completely black room, with a black floor, walls, and
ceiling. For us, it was a perfect canvas, but convinc-
ing the family just how magical we could make that
room was a fun process. I learned how a plain, black
room could become extremely beautiful!
Hindsight: As far as doing things differently, the
two biggest elements that posed a challenge were
the lighting and the bar location during the cocktail
hour. The challenge with the lighting was keeping the
room lit low enough for dancing, but bright enough
to function and eat. With an all-black room as a base,
we used only café lighting and a few lamps on the
bar and the beer buffet. The café lighting produced
more light than we expected, especially since the
facility buffed and polished the floors just before we
hosted the wedding. The second challenge was the
bar location during the cocktail hour—it didn’t create
great flow in a small area, so I wish we had created a
self-serve soft drink spot. ••

Real Wedding
E ngland
ABC Member Planner: Lynda Barness, ABC™, I DO
Wedding Consulting, Philadelphia, 215.262.8188,
lynda@idoplan.com, www.idoplan.com
Non-member business involved: Spencer House
(venue, catering, desserts); Micaela Scimone Pho-
tography, Quintessentially TV (videography); John
Carter Flowers; Strong Sensation Band; inGenius
Productions Ltd. (chuppah structure); Peppers Mar-
quees; Focus Lighting and Productions Ltd.; Mount
Street Printers; Peggy Porschen Cakes Ltd.
The Couple: The bride is American and the groom
is from London. They met in London and had
known each other for almost three years, when they
decided to wed. They were married seven weeks
after the groom’s formal proposal. The venue and
date were chosen immediately, and the planning
began. The couple knew they wanted a very small,
intimate, and formal English wedding.
Inspiration: The venue was a source of inspira-
tion. Spencer House is an 18th century private
palace built for the first Earl Spencer, which features
a stunning collection of 18th century paintings and
furniture. The overall theme was traditional natural
English, with soft flowing lines.
Color Palette: The overall colors and flowers
used included purples, blackberries, soft grey
herbs, snowberry, purple anemones, and soft green
hydrangea with soft grey silver foliages.
Guest Count: 72.
Most Unique Elements: The wedding celebration
encompassed many rooms, so guests were treated
to a tour of the mansion—arriving in the entrance
hall to the sounds of a violinist; walking to the
ante room and library for canapés and cocktails;
heading to the dining room for the ceremony; then,
up the main staircase through the music room and
Lady Spencer’s room to the great room for dinner.
After, guests went downstairs to the palm room
for a dessert buffet and then out to the terrace for
dancing, since it is not permitted in the mansion.
Plus, the wedding was a wonderful mix of English
and American traditions—the couple walked
down the aisle to a Marvin Gaye song and had an
American-style dessert buffet, but they also had
English touches such as a toastmaster and a formal
dinner prior to dancing.
Biggest challenge: Planning a wedding in
seven weeks—from the time of engagement to
the wedding.
Hindsight: I will urge couples to trust their “guts”
more and stop shopping after they find a particular
wedding professional they click with and who is
within their budget. ••

Happily ever after at Sandals ®
begins with “ABC.”
Christine Terezakis of ABC says

“I ’m in love with Sandals”
Dear ABC Mem
bers,
I’m so in love wi
th Sandals Re
sorts! I’ve been
several years an a Certified Sand
d have been tru als Specialist fo
ly enjoying the r
ABC — the grea partnership th
t service, the ex at Sandals has
cellent training with
stays through , the commiss
the Sell-and-G ion checks, an
o! program. In d the free
husband on ou fact, as I write
r four th vacatio this, I’m prepar
n compliments ing to take my
(we’re heading of the Sandals
off to Sandals Sell-andGo! inc
Grande St. Lu entives
cian for six nig
As Bridal Cons hts)!
ultants, we strive
to make couples
makes that so ’ dreams come
easy to do. Whe true and Sand
n we send our als
Luxury Include ® clients to eithe
d Resorts, we r Sandals or Be
’re sending them aches ®
accommodation to dreamy desti
s and world-clas nations with lux
s service that wi urious
now Sandals an ll exceed their
d Beaches has expectations. An
made that oppo d
WeddingMoons® rtunity bigger an
program of we d better with th
dding options eir
couples who wa and enhancem
nt to complete ents designed
ly personalize for
at Sandals and th eir wedding. A
Beaches is no de sti na tio n we
t just a wedding dd ing
couples are ch , it’s an EXPERI
oosing the free* ENCE. Wheth
Beautiful Begin er
enhancements nings wedding
of the WeddingM or the customiza
oons® program ble
Resorts create , Sandals Reso
wedding mem rts and Beache
ories that last s
firsthand with m a lifetime. I know
y own clients. because I’ve se
en this
If you haven’t alr
eady, I encour
age you to go
see all that ou on a Sandals FA
r partners at Sa M (familiarizat
ndals Resorts ion) trip to
for you and for and Beaches Re
your clients (a sorts have to of
nd friends and fer— both
it you’ll fall in lov families). I know
e with Sandals that once you
too! ex perience
Best wishes fro
m your friend an
d colleague,
Christine Tere
zakis
ABC Accredite
d Bridal Cons
ultant
Certified Sand
als Specialist
WeddingMoons
® Specialist
Your wedding. Your style.

*A Beautiful Beginnings wedding is free with stays of 6 paid nights or more in all room categories. All weddings are subject to mandatory minister and government documentation fees, which are $95 in Jamaica,
$288 in Antigua, $270 in Saint Lucia and $205 in the Bahamas. All weddings that do not meet the minimum night stay requirement will be subject to a $750 processing and administration fee, which is inclusive of
the minister and government documentation fees listed above. All fees subject to change at any time. Sandals® and Beaches are a registered trademarks and are represented worldwide by Unique Vacations, Inc..
Set Up A Marketing Plan Today. Contact Kim Sardo, Sr. Director/Business Development
978-281-1119 or ksardo@uvi.sandals.com
A B C member best practices
“Become a SPECIALIST in your
business—not only a wedding planner Think Outside of the Box!
specialist, but a destination wedding planner, a
green wedding planner, etc. You will be known What are YOUR creative ideas for new
as the BEST and it pays!”
- Maria A. Lugo, PBC™, Maria Lugo Events,
Dorado, Puerto Rico
revenue?
“Offer add-on services like: send-out cards, gown preservation, stationery and “The best idea we had to bring in new revenue
calligraphy, and party service staff. SOC offers couples a unique way to send out their for our business was adding lighting and
thank you cards right from their computer, and the company even handles mailing the cards décor to our DJ entertainment busi-
out when finished. Gown preservation is a natural addition. The wholesale price to consultants ness. My husband, Jay, is very creative and
can easily be doubled for a profit. Providing stationery and calligraphy are also lucrative and was always passionate about theatrical lighting,
complementary. Plus, weddings have multiple parties, many of which will be held at the home so he did a lot of research and opened Elegant
of the families or bridal party members. Our party service staff is available to set up, serve, and Event Lighting in 2009. Brides and grooms
clean up—letting the hosts enjoy the celebration.” love the ‘one-stop shop’ concept, along with
- Toni DeLisi, MBC™, Memorable Events, LLC, Ramsey, N.J. the fact that they have already built a trust-
“It sounds counter-intuitive, especially ing relationship with our company on the DJ
when trying to increase revenue, but don’t side. Find something that you are passionate
“Your best new client is related, in some way, nickel-and-dime! Sure, parameters have about that ties into your current business and
to your best past client. Stay in touch to be set so clients can’t take advantage of go for it!”
with happy brides, their moms, and you, but if my client needs one additional - Tamara Sims, Something 2 Dance 2,
Schaumburg, Ill.
bridesmaids. Even an occasional email hour of help in the 11th hour, or assistance
sharing something that may interest them, or with 20 invitations even though their package
a simple holiday message, can keep you in the doesn’t include such service, I offer help (at
forefront of their minds when another happy no cost). In return, they tell their friends and “Diversify. Don’t put all your eggs into
occasion comes along.” family how easy I am to work with, resulting one basket. We all have talents beyond our
- Aviva Samuels, Kiss the Planner,
Delray Beach, Fla. in new clients and more money!” planning, so figure out what those passions
- Mark C. Paquette, PBC™, Events
Unwrapped, LLC, Denver are and incorporate them into your business
“Up sell existing clients on additional model. Diversifying can better position you as
services. This could be doing a joint partner- not only a wedding planning expert, but as a
ship with existing vendors in your area or, “Ultimately, there’s only one ‘you’ so consider
leader and pioneer in the bridal industry.”
depending on your talents, adding the services adding a product line to your offerings. - Kathy Piech-Lukas, Your Dream Day LLC,
to your own business. We started as planners Brides from near and far may benefit (and be Oakwood, Ohio
but, over the past couple of years, have added willing to pay for) your expertise, whether it’s
design and décor, stationery, and floral design. wedding planning templates or check lists.
You don’t have to do it all yourself, just know Also, if you find yourself with a steady increase “The best way of bringing more money into
talented people who can look after it for you!” in blog followers, consider monetizing your your business is to be out in the community
efforts. Research Google ads to see if a partner- assisting non-profits with their quest in
- Cathy MacRae, Creative Weddings ship makes sense. If your blog traffic warrants
Planning & Décor, Calgary, Alberta, helping those who are less fortunate. It has
Canada it, you may consider blog sponsors. And, worked for me in the past and continues to
if you’re crafty and often create décor for your the present. Many non-profits have chapters
clients’ weddings, consider replicating these throughout the state and country. Meeting
pieces and selling them on Etsy.” people who have a common goal, and express-
- Meghan Ely, OFD Consulting, Henrico, Va.
ing your philosophy, will enable the public
to trust in your ability to help them, their
relatives, or friends when they are planning a
wedding or event.”
- AnnaMarie Wintercorn, MBC™, Elegant
Weddings and Events, Stuart, Fla.
“Consider your options for horizontal ex-

pansion. Are there other ways that you can
bring added value to your customers without
encroaching on the businesses of your key
vendors? Consider becoming a regional
representative for a company outside
of your geographic area that offers
products or services that are compatible with
your brand and useful to your customers. This
would add value to your company, enhance
your scope of services, and create an additional
revenue stream for your business.”
- Merryl Brown, Merryl Brown Events,
Montecito, Calif.

Advertiser Index
Accessories
9
9
Quick Candles.....................................................22
Weddingstar.........................................................4
Apps
Download Cancun Travel...................................31
Destination Weddings
MAKE SURE THE CEREMONY IS AS
PERFECT AS THE REST OF THE WEDDING.
J.P. Reynold’s e-book is the perfect

Ixtapa Zihuatanejo.............................................31 tool for your couples who have asked
Mexican Tourism Board.................................3, 31 a friend or relative to celebrate their
Palm Beach County Florida...............................14
ceremony.
Sandals............................................................6, 28
ebook It guides the reader through every

JPR Weddings.....................................................30 step of the process for writing and
delivering a personalized ceremony.
Educational Programs/Conferences
ABC Professional Development Programs........20
Business of Brides..............................................32 ORDER TODAY
amazon.com or barnesandnoble.com
Keepsakes
The Unity Cross....................................................2 ceremonymadesimple.com
Ketubah..............................................................30
818-415-8115
9
Resorts & Hotels
Sandals............................................................6, 28 MEMBER:
ASSOCIATION OF BRIDAL CONSULTANTS
Tourism/Travel
Ixtapa Zihuatanejo.............................................31
Mexican Tourism Board.................................3, 31
Palm Beach Convention & Visitors Bureau......14
Sandals............................................................6, 28

Wedding Planner Magazine Periodical
400 Main Street
La Crosse, WI 54601
ADDRESS SERVICE REQUESTED
donnie brown rebecca grinnals
Mark your calendar!

Business of Brides Annual Conference
november 11-13, 2012
Read inside for complete information, sessions, details and to register.
Or visit www.BridalAssn.com, www.businessofbrides.com, or call
1.860.355.7000
$685* through September 15, 2012

* Price includes Sunday opening reception, and Monday
and Tuesday day sessions and meals!

Wedding Planner Magazine Volume 2, Issue 4

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A publication inspired by the

Association of Bridal Consultants

the publication for wedding planners, professionals, and designers

Top 10 Catering Trends 8

It’s Different. It’s Unique. It’s a forever Keepsake and a reminder of

Watch the video at

Groom’s Cross Bride’s Cross

Check it out here!

put the Wow into your weddings

Donna Brian, MBC™, is a full-service wedding/event

Stephanie Courtney, ABC™, Allergen Free Events, has

BECOME A WEDDINGSTAR DEALER

Aviva Zack is a partner at Bliss Wedding Design,

Nicole Zenner, PBC ™, LK Events, Inc., has eight years of

4 Wedding Planner Magazine

Taking a Strategic Approach to Social Media....................................................12

Creative Revenue Stream: Say “Yes” to Proposal Planning..........................24

Dear.mx (arnaud Zein el Din),

Real Wedding—Mexico City....................................................................................25

ABC Member Best Practices....................................................................................29

Business Basics: 8 Steps to a Great Wedding Contract..................................21

Ask the Experts..............................................................................................................23

Wedding Planner Magazine 5

JAMAICA • ANTIGUA • SAINT LUCIA • BAHAMAS ®

SAN 28850_WeddingDesigner_er.indd 1 6/27/12 2:26 PM

Publishers Nancy Flottmeyer, PBC™

54601. Phone: 608.796.2257. Fax: 608.796.2253.

Venue: Rancho Las Lomos; caterer:

Bridal Consultants nancy@weddingplannermag.com editor@weddingplannermag.com

Wedding Planner Magazine 7

Late-night wedding snacks

Gourmet food trucks Late-night wedding snacks

8 Wedding Planner Magazine

1. late-Night Wedding Snacks Signature drinks

2. Gourmet Food Trucks

3. Artisan Spirits, Signature Drinks,

Wedding Planner Magazine 9

5. Niche Food Bars

7. Healthier Kids’ Choices

With food allergies on the rise, there is an ever-growing need to accom-

their needs—not to mention, potentially risk his or her life.

TAKING A STRATEGIC APPROACH By Nicole Zenner, PBC™, LK Events, Inc., Chicago

12 Wedding Planner Magazine

Overall survey respondants:

Wedding Planner Magazine 13

the publication for

Have a question about the wedding industry?

Our upcoming issues will feature an “Ask the experts

Please send questions via message on our

The Brazilian Court Hotel The Breakers

14 Wedding Planner Magazine

B-205 WeddingPlanner-Wedding-3.72x9.65.indd 1 7/6/12 5:55 PM

Different markets in different provinces Ceremonies and receptions go hand-in-hand

Wedding Planner Magazine 15

The following ABC members attended and celebrated

16 Wedding Planner Magazine

Association of Bridal Consultants Directors code of ethics

Wedding Planner Magazine 17

The Initial Consult:

18 Wedding Planner Magazine

Wedding Planner Magazine 19

comprehensive training in the industry—and it is still the fastest way to earn or

The Professional Development Program is now available with a new introductory

HOW TO ORDER: Go to www.BridalAssn.com, and click on the ABC