Industry Experts Tackle Your Toughest Questions

Q: “How do you develop fees on décor design and implementation?”A: “We look at the size and budget of the project, the scope of work involved, and the amount of detail work, including research and fabrication. We estimate the number of hours we will need to commit and who will be involved—from junior to senior staff members. We also add in other ancillary costs. It has taken us time to understand the costs of our various inputs and, so, in our earlier years, we undercharged. Getting together with your bookkeeper to create a template to help you make these calculations will be a helpful exercise.”- Merryl Brown, MIA, CWEP, Merryl Brown Events, Santa Barbara, Calif.“The largest markup on wedding décor comes from the actual floral product. There is very little markup on rental items, such as draperies, linen, lighting, decorative accessories, props, etc. Most décor contracts are made up of 75 percent rental items and 25 percent floral-related items. Therefore, if you do the math, it is very easy to determine the selling price of a décor scheme. The actual flowers generally come through four different sellers prior to the consumer. There is the grower, the broker, the wholesaler, the retailer, and then the consumer. There is a markup at each stop along the way. This is why fresh flowers can seem quite pricy. Some designers go straight to the grower, which can cut out a lot of expense.”- Donnie Brown, Donnie Brown Weddings, Dallas“I develop my fees based on the complexity of the décor design and the hours estimated for implementation and install.”- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Inc., Mitchellville, Md.“My pricing depends on the extent of the set up/breakdown, the possibility of multiple locations, staffing and time to implement the design, and whether or not the equipment is my own or needs to be rented. With regards to floral design, I usually do a three-time markup. My set-up/breakdown fees are 20 percent of the total design budget, which is standard in my market. This goes toward paying staff for the event.”- Carmen Mesa, MBC™, Carmen Mesa Weddings and Events, Inc., Cooper City, Fla.Q:“How do you tell clients you are not their employee? You work with them as a team. You are hired to be their wedding coordinator or planner, not their babysitter or slave. What’s the pretty way of letting them know how far your services go?”A: “I tell them I am not their employee nor am I hired by them. We are contracted to work with them on their event. Our level of participation is contingent with their package, with some more involved and others less. But, I am very clear with people that planners as well as every other professional in the industry must be treated fairly and with respect. You catch a lot more flies with honey!”- Donnie Brown, Donnie Brown Weddings, Dallas“It is important to set expectations and boundaries with couples from the initial meeting. We told them what our business hours are and that we will be as flexible with ‘after-hours’ meetings as our schedule allows, but that we are doing other couple’s weddings on weekends and generally not available then. We don’t do texts, because we can’t keep a paper trail. And I learned early on to ‘draft’ emails when I’m working late at night, and send them in the morning, during regular business hours.”- Mark Kingsdorf, MBC™, Disney Catered Events, Orlando, Fla.“If your website is professional and well-edited, if your demeanor is elegant and sophisticated, and if you always act professionally with clients and don’t cross over into friendship until after their event, this egregious behavior will be less likely to occur. A good preventative measure is to include verbiage in your contract outlining what your responsibilities are and what their responsibilities are. Have all new clients sign off of this section of your Services Agreement. If any requests fall outside these parameters, you can state that it is not included in your contract and not something that you are able to do, but that you can provide them with names of companies that do provide these services. Clarity from the outset will help you avoid these inappropriate requests.”- Merryl Brown, MIA, CWEP, Merryl Brown Events, Santa Barbara, Calif.“My clients receive an attachment to the contract that specifically states what my services will be, based on what they have hired me for and what they as a couple are responsible for. That is not to say that I won’t overextend a bit, and I almost always do. However, when a client comes to me asking for much more than we contracted for, I tell them, ‘I’d be happy to do that for you, and the fee for that will be…’”- Carmen Mesa, MBC™, Carmen Mesa Weddings and Events, Inc., Cooper City, Fla.“At the initial presentation—before they are a client—I explain in detail how I work with them as their planner. I clearly define our duties and responsibilities. I even explain the things that we do not do as the planner. Clearly defining our role educates the client and eliminates any unspoken expectations.”- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Inc., Mitchellville, Md.“I'd recommend using your contract as your first line of defense here. Identify your scope and included tasks and then identify a price per hour (or other type of compensation) for anything above and beyond said scope. You might also want to consider creating an a la carte menu for items that the clients may choose to add on along the planning process that you weren't originally contracted for.”- Tonia Adleta, PBC™, Aribella Events, 
Hockessin, Del.Q: “Is there a rule-of-thumb for contract agreements for clients (brides mostly) for how far you go before you are giving away your intellectual property too much?”A: “It’s fine to discuss their ideas and give them some idea of what you can do for them, but if they want written details or samples made, that should be done with a deposit (your decision if it’s refundable or not)."- Alan Berg, www.AlanBerg.com, Kendall Park, N.J.“At an initial presentation, I listen to the vision of the couple and their wedding planning needs. After attentively listening, I tell them how I can be of service to them by outlining the benefits of working with me. I share my portfolio, which features past weddings I have designed and planned. This shows a great representation of my work, and I answer their questions but I do not give away information.”- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Inc., Mitchellville, Md.“I was and continue to be passionate about planning and designing weddings and, many years ago, got carried away giving too many ideas freely. After having these potential clients not hire me and basically having all my ideas to use or give to someone else, I stopped doing that. Now, in our initial ‘get acquainted’ complimentary session, I listen to their ideas, take tons of notes, tell them I can accomplish what they want, and only after the contract is signed and the deposit received, do I elaborate on designs and vendor recommendations.”- Carmen Mesa, MBC™, Carmen Mesa Weddings and Events, Inc., Cooper City, Fla.“I’ll give them a ‘taste’ during our initial meeting, a few basic tips they could actually find on any wedding website if they really looked, a few comments on quality professionals—but nothing more until they have signed!”- Mark Kingsdorf, MBC™, Disney Catered Events, Orlando, Fla.“Couples who hire wedding planners often know a lot about how they want their event to come together and have a reasonable idea of how to do it. They are usually professionals and don’t have the time to get bogged down in the fine details. If they want to know how to plan a wedding, all they have to do is watch the shows, read the magazines, and pick up the planning books. I thought a lot about this when I wrote my book. I was perplexed with how much to give away and what to hold back. I realized that people appreciated knowing what I was up to in the planning process, in detail, while it was happening. It’s a lot like Men’s Wearhouse. [George Zimmer, the owner] always said that his best customer was educated about what they do. I completely agree. They get that from my book and many others. What they get from us, personally, is customized for them and not as general as what they learn from these other mediums.”- Donnie Brown, Donnie Brown Weddings, Dallas“You should never give more than a general sense of what you will do, design-wise, until you have gone to contract. When you sell your services to a potential bride, you should be selling your competence, creativity, and passion for what you do, not the specific design details. If you show potential clients that you are highly competent and have integrity, you will be ahead of the game. If you can then back this up with a great website filled with images of past work and testimonials from happy clients, you will be giving them the peace of mind that they are looking for. All they want to know is if you can do the job well, on time, and within their budgetary parameters. Once your contract is signed, you will have ample opportunity to show them they made the best investment ever!”- Merryl Brown, MIA, CWEP, Merryl Brown Events, Santa Barbara, Calif.Q: “I have a full-coordination client who has disregarded my recommendations for vendors who will fit their budget and style. She decided to do research on her own and has chosen a less-qualified company. How can I keep other brides from following this path?A: “No matter what measure you put into place to have the couple select qualified and professional vendors, it is their final decision to choose who they want. For added protection, some planners have the couple sign a statement indicating that the vendor was hired against the advice of the client.”- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Inc., Mitchellville, Md.“Fire the customer if you don’t agree with their choices and you feel the result will not be what they want. The most powerful word is often ‘No’. They’re hiring you for your expertise, and if they want to make all of the decisions without you, what do they need you for? Find another customer who appreciates what you bring to their wedding."- Alan Berg, www.AlanBerg.com, Kendall Park, N.J."There is only so much you can do. You never want to disparage anyone. So, you have to walk a fine line. When you first interview with them, make it clear that you have vetted virtually all the possibilities and, if someone is not in your circle, it is probably because you have had a bad experience with them or they are very new and haven’t come across your desk yet. Make sure they understand from the get-go that you have worked hard to create a team. That said, you must use others if they want you to. If you stomp your foot, you will likely lose them. They are desperate for direction. Put yourself out there as the expert, and they will want to know what it is you think every time!”- Donnie Brown, Donnie Brown Weddings, Dallas“At the end of the day, it's still the client's choice and you'll have to work with whomever they have selected. You might consider having the client sign an addendum to your contract that clarifies this other entity has been hired against your recommendation and that you hold no responsibility or liability for performance or lack thereof. (Your contract should already have a clause like this!) As far as future clients, the best thing I've done is use experience and reference a ‘war story’ of something going awry when a client hired against my judgment. (Make it a mild horror story—you don't want to terrify someone if he/she has already booked this other person; and you still have the chance to build a bridge and navigate the wedding day smoothly for the client!)”- Tonia Adleta, PBC™, Aribella Events, 
Hockessin, N.J.“Some clients will do this and others won't. I avoid this scenario by paying close attention during the interview process to see if there are any warning signs of this sort of behavior, which is typically quite obvious at the first meeting. That initial meeting is for both of you. You will know, if you trust your gut instincts, whether or not a client has the personality type that is always looking for a deal or who thinks that they are smarter than everyone else. If you still make the choice to work with a client you know from the outset will behave in this way, then you just have to accept that this is what you signed up for. Over time, you will learn that events with this type of client are rarely worth taking.”- Merryl Brown, MIA, CWEP, Merryl Brown Events, 
Santa Barbara, Calif.Q: “How do I go about obtaining an internship with a successful planner/company?”A: “By being honest, professional, and ethical! You are there to learn and gain experience. My interns and assistants have been ABC novice members, and they get paid. There is an Intern Agreement Form they must sign and abide by, which states expected behavior, dress code, communication, among other things. I am willing to share my contracts, planning forms, etc., if they ask. Someone having that doesn’t take business away, as clients hire me—my experience and ability. I do, however, have them sign a confidentiality agreement to protect my clients.”- Carmen Mesa, MBC™, Carmen Mesa Weddings and Events, Inc., Cooper City, Fla.“It is really helpful to have some prior event experience before you reach out for an internship. School activities that require thinking on your feet, holding leadership roles, and experience working on non-profit events tell us you are serious and interested. At my company, we look for people who are smart, self-assured, and self-starters. Find a company that fits the scale, style, and type of events you are interested in being involved in. Event planners love to see anyone as passionate as they are about event planning!”- Merryl Brown, MIA, CWEP, Merryl Brown Events, Santa Barbara, Calif.“Planners are bombarded with intern requests. You should act and be eager. Send a written request, and follow it up with a phone call. If you don’t get a good response, try again. Persistence pays off here.”- Donnie Brown, Donnie Brown Weddings, Dallas“In the Association of Bridal Consultants MD/DC Chapter, members are required to attend our quarterly meetings, take at least one training seminar or workshop, and attend a mandatory training session. After meeting all requirements, they are assigned to a senior-level member for an unpaid intern position.”- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Inc., Mitchellville, Md.“Put together a presentation that will get their attention. They’re not going to be impressed with a bland resume. Study up on them, and their core clientele, and show them that you understand what they’re trying to offer their clients and how you can help them. You have to be a valuable asset to them, not just looking for experience."- Alan Berg, www.AlanBerg.com, Kendall Park, N.J.“The first piece of advice is to ask, but in a way that both your request and you as an individual stand out. (Internship requests come in weekly, sometimes daily in our office.) I'd also recommend considering another market if your service offering is too similar to your would-be trainee's. Be very clear about what it is that you hope to learn, as well as your intentions about post-internship. For example, if you are planning on opening your own shop down the road from your competitor/trainee, be up front about it. This helps everyone be on the same page and avoid possible tensions down the road.”- Tonia Adleta, PBC™, Aribella Events, 
Hockessin, N.J.Q: “Which software do other wedding planners use for room layouts and overall event management?”A: “We use Planning Pod. We still do a lot of old-school things, like keep a hard manual of each event, but we also have a cloud-based filing system we can access from our iPad no matter where we are. We use Planning Pod as an organizer. I love that when we take care of a detail, we simply type it into the appropriate spot in the system, and it organizes it and reports it accordingly.”- Donnie Brown, Donnie Brown Weddings, Dallas“I’ve worked with Murphy’s Creativity and love it!”- Mark Kingsdorf, MBC™, Disney Catered Events, Orlando, Fla.“I really haven’t found one that I totally like. I use Powerpoint, Excel, and Word. For room layouts, I work with the venue coordinator since they have programs for their particular space and can do a room layout for me based on the event needs.”- Carmen Mesa, MBC™, Carmen Mesa Weddings and Events, Inc., Cooper City, Fla.