Ask the Experts
Q: “When did you realize that you wanted to be a wedding professional and why? What motivated you to do what you love to do?”
- Margherit Cirino, EventsbyMaggieCirino, Weehawken, N.J.
A: “I have loved weddings since I was a child. After helping several friends ‘coordinate their weddings’ in the early 1990s, I saw Franc in Father of the Bride and knew that this is what I wanted to do. I left a career with a very prestigious bank and trust company to pursue my dream.”
- Frank J. Andonoplas, MBC™, Frank Event Design, Chicago
"I started doing weddings in a family friend’s flower shop at age 16. I knew I loved it then, but wasn’t sure it was my lifelong career until after college. Having aspirations for banking dissolved after four years of business school!"
- Donnie Brown, Donnie Brown Weddings, Dallas
“I have always loved producing events. Even when I was an international banker, this was what I wanted to do, and I took every possible opportunity that came my way to either plan events or attend them and absorb everything that I could. When I was a teen, my mother was the chief of protocol for New York state for Governor Mario Cuomo, so I grew up in a household that truly understood what event planning was all about. Once I produced my first professional event, I was hooked!”
- Merryl Brown, CWP™, Merryl Brown Events, Montecito, Calif.
“I realized I wanted to become a wedding planner after I helped my friend plan her wedding more than 20 years ago… To be able to be a part of my friend’s wedding day, relieve her stress, and put a smile on her face, while being able to use my creative talents and administrative skills made me very happy and opened the door to a new career for me.”
- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Mitchellville, Md.
Q: “I am the event coordinator at a small Country Club in western Pennsylvania. We are a private club but open to the public for weddings. How do I tell clients to tell their guests that we require a certain ‘dress appearance’ without sounding like a snob?”
- Carly Jackson, Indiana Country Club, Indiana, Penn.
A: "You set standards and make them clear. If you have wedding clients that want a casual dress code that is below your standard, perhaps they are not the right client for you. The couples you want to work with will understand."
- Donnie Brown, Donnie Brown Weddings, Dallas
“It is important to uphold these rules and traditions of decorum at established venues like country clubs. When a client chooses a venue of this sort, they should understand that, along with the venue, comes parameters that must be adhered to. In your written contract, this needs to clearly delineated. I would have this as a separate bullet that should be initialed by clients if this has been a repeat offense by your wedding clientele. A gentle but clear verbal reminder of what the guidelines are, as well as the repercussions of not following them, needs to be stated prior to going to contract. It is not about being ’snobby’; it is about setting expectations in a dignified manner.”
- Merryl Brown, CWP™, Merryl Brown Events, Montecito, Calif.
“All of our private clubs in Chicago have dress codes. Those who offer rooms also have dress codes for proper attire when being in the club. Just state this in a very 'matter of fact' manner. These are your rules. Stand by them. Guests will respect them. You’re not a snob. You are following the rules of your club. I’d make it very clear this is what is expected from the start. If the couple is not comfortable with that, then they are not ‘your client’ and need to have their wedding elsewhere.”
- Frank J. Andonoplas, MBC™, Frank Event Design, Chicago
“I would tell them that one of the unique charms of choosing a private club for their wedding is the tone and message it sends to your guests about your wedding. There’s something special about dressing up for an event, especially a wedding, and having a dress code, which is common at private clubs. It adds an old-world charm and is one of the things that will make your wedding even more special (and look better in the pictures as well).”
- Alan Berg, www.AlanBerg.com, Kendall Park, N.J.
“I have planned many weddings at country clubs, and most have strict dress codes. I explain the requirement to the couple as one of the policies of the club and they, in turn, let the guests know the proper attire for their wedding in the invitation and on wedding websites. If you tell people the policies and requirements upfront, there is less chance for problems to arise later in the planning.”
- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Mitchellville, Md.
Q: “I am retiring in a year and would like to start my own business or work for any wedding-related industry. I got certified as a wedding planner a year ago with a well-known school online. The question is: How [do I get] started in this industry? It seems very competitive.”
- Anonymous
A: "It is competitive. The best thing you can do is intern with someone who is established. Just do it for the experience. Make sure everything you do is transparent and ethical. You may end up with a friend and mentor for life. There is enough room for us all!"
- Donnie Brown, Donnie Brown Weddings, Dallas
“First of all, congratulations on your certification and upcoming retirement/start of a new career. The wedding planning industry is a wonderful one, and there are many exciting possibilities. It can be competitive, but don’t listen to the naysayers. Carpe diem! Follow your dreams! My suggestion is to get an entry-level position with a seasoned planner and learn all that you can. Nothing beats hands-on experience. Then you can make an informed decision as to what your next steps should be.”
- Merryl Brown, CWP™, Merryl Brown Events, Montecito, Calif.
“First, volunteer to work, as an intern or apprentice, with a seasoned wedding planner to gain experience in the industry. Education is important, but there is nothing like gaining experience by working with someone who is doing what you want to do. With some experience under your belt, it puts you in a better position to determine whether you want to start your own business or work for a wedding industry company.”
- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Mitchellville, Md.
“I’ve heard this question many times. My advice is to volunteer to help out different wedding pros to really get a feel for the behind-the-scenes at their business. It’s often glamorous on the outside (at the wedding), so you want to know what it really takes to make it happen. Do this for many different categories (catering, photography, flowers, music, etc.). The end result is that you’ll have a better appreciation for the work that goes into a wedding, and you’ll know what you do and don’t want to do. Join many networking groups and look for a mentor.”
- Alan Berg, www.AlanBerg.com, Kendall Park, N.J.
“My biggest tip is to make sure you do your homework before you 'fluff the train and fix the flowers.' Take the Association of Bridal Consultants’ Weddings as a Business course. This will give you a good foothold of the things you need to do first. From there, get to know your local wedding market. Meet with vendors. Know what they do, what they don’t or can’t do, and what they charge. You, as a consultant, should have this knowledge before taking on clients. Make sure you do a market analysis of your area. Know the types of weddings, budgets, and styles most produced there. Also, know your competitors—what they do and what they offer. So, bottom line is that you have a lot of work to do before taking your first client. Without doing this, you are sure to fail. Good luck!”
- Frank J. Andonoplas, MBC™, Frank Event Design, Chicago
Q: “I am working on my design portfolio and want to use 'real’ locations for my shoots. How do you find locations for your styled shoots? Do you find it beneficial to use food/desserts in your shoots?”
- Michelle R. Mays, CWP, RenayMeshell Events, New York City
A: Ask your favorite venues if they would mind if you set up a shoot there. Offer them the photos (with your name/brand on it). Do the same with the other vendors you use for this. Keep in mind, there should be no out-of-pocket costs to anyone helping with this. You will need to use the venue space when it is convenient for them, not you.”
- Frank J. Andonoplas, MBC™, Frank Event Design, Chicago
"Any venue will allow you to do a shoot there if it is at times that won’t inconvenience them or their clients. Just make sure you give them credit in the images. If you are showing a guest a shoot from a venue, they will likely be interested in it. It’s a great way to get business in the door."
- Donnie Brown, Donnie Brown Weddings, Dallas
“Anywhere can be a good location for a styled shoot. Be creative and hunt for spots where no one else has done this—a local farm, a factory, a greenhouse, the lovely home or garden of a friend. The best way to find these is to ask friends for their ideas and get introductions to the owners of these venues. Don’t invest in a photo shoot at a venue everyone else has used. Those will be harder to get published, and they are just less intriguing to the viewer. I love to use food and desserts in my shoots! I also love to use flowers, candles, lots of textures like faux fur, velvet, silks and interesting props, antique china and silver, and one-of-a-kind treasures that pique one’s curiosity.”
- Merryl Brown, CWP™, Merryl Brown Events, Montecito, Calif.
“When looking for locations, get recommendations from your photographer or request permission for your shoot at one of your favorite wedding venues. While props are important, the theme or focus of your styled shoot will determine whether you use food or not. Not all shoots will require food or desserts.”
- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Mitchellville, Md.
Q: “I have gone out on my own as an event planner and was wondering how long it has taken others to build their business to the point of bringing in consistent income?”
- Tiffanie Lords Jensen, Your Inspired Event—Event Planning Studio, Clovis, Calif.
A: “I started my business on a part-time basis while I still worked a full-time job. After about three years, I became full-time in my business and was consistently bringing in a steady flow of clients.”
- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Mitchellville, Md.
“I was fortunate to have income in year one, and it steadily built into a very good net income by year five. It is not without its sacrifices though, in that I work at least 10 hours per day and typically will also work at least two to three weekends per month, whether or not I have an event. If this your passion, then the money will follow; hard work, integrity and attention-to-detail are what will make the difference.”
- Merryl Brown, CWP™, Merryl Brown Events, Montecito, Calif.
"It takes time. You must be patient. Most planners can expect to turn a profit after three years if they work hard and do things right."
- Donnie Brown, Donnie Brown Weddings, Dallas
“I wish I had a crystal ball to answer that question. There is no correct answer. I have to say but it ‘all depends.’ It might take months; it might take years; and it may never happen. It all depends on your market and your competitors.”
- Frank J. Andonoplas, MBC™, Frank Event Design, Chicago
Q: “We are looking to purchase some type of walkie-talkie devices so we can all discretely communicate during events. I would love to get suggestions on what other people use and have had good experiences with at an event. This would come in handy when preparing for the processional at a ceremony where one person is queuing the bridal party and another is hidden away with the bride. Do you have any suggestions for brands or models that are discrete and clear?”
- Jenny Garringer, MBA, PBC™, CSS, Pink With Envy, Beavercreek, Ohio
A: “Go to an electronics store that specializes in this. They will have different systems. Also, since many others at the wedding will use a similar system to communicate with their team (photographers, filmmakers, and caterers), ensure that you are not on the same channel as them.”
- Frank J. Andonoplas, MBC™, Frank Event Design, Chicago
"We use the Motorola CP200 with surveillance accessories. Make sure you use channels that the venues aren’t using so you don’t overlap."
- Donnie Brown, Donnie Brown Weddings, Dallas
“We decided against purchasing walkie talkies as they were quite pricey and, instead, we rent ours through www.bearcom.com and charge it to our clients for our events. The company has various models to choose from and different price points. They deliver, and they make the whole process very easy.”
- Merryl Brown, CWP™, Merryl Brown Events, Montecito, Calif.
“In the past, we used walkie-talkies to communicate with the team on wedding days, but now we just use our smart phones with Bluetooth earpieces.”
- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Mitchellville, Md.
Q: "How do you know when to say 'No'?"
- Rose Marie Kuehni, Windsong Studio, LLC, Prescott, Wis.
A: “Instinct often comes from experience, but trust your gut. If it doesn’t feel right, it probably isn’t a good fit. Also, say no when you don’t have the skills or experience, yet, to do the absolute best job for the client. If you were the client, you wouldn’t want someone learning something new on your dime.”
- Alan Berg, www.AlanBerg.com, Kendall Park, N.J.
“Whenever your gut tells you—trust it. It works. You will know that no matter what you do, this person will not be happy. Also make sure your contract has an ‘out’ clause just in case this was not caught in the beginning.”
- Frank J. Andonoplas, MBC™, Frank Event Design, Chicago
"Read the red flags. Learn as you go as to what you don’t want to associate yourself with and avoid it. If a client gets drunk in the consultation, if a client complains about everything, if a client questions everything ad nauseum, and especially, if a client is hiding financial decisions from their financers, run..run... run for your life!!"
- Donnie Brown, Donnie Brown Weddings, Dallas
“Trust your gut instincts. If someone is rude, if they are nickel and diming you in your first meeting, if they are impolite to their fiancé or parent in front of you, those are all good signs that you may be next in the firing line. No amount of money is worth putting up with a nightmare client. Just move on, and know that there will be another client knocking on your door before long.”
- Merryl Brown, CWP™, Merryl Brown Events, Montecito, Calif.
“Marketing to my ideal clients helps eliminate the possibility of working with someone who is not my ideal client. Also, I use a questionnaire that can be used for the initial contact that helps me to discern if this is truly my ideal client.”
- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Mitchellville, Md.
Q: “Statistically, what is the cost of a day-of planner, planning service and guide, and full-service wedding planner?”
- Rosie Moore, MBC™, 27 Miracles Wedding Consulting, Windermere, Fla.
A: “The location of the planner, level of expertise, experience, and the type of services being provided determine the fees charged. Planners in a small rural area do not usually charge the same as a planner in a metropolitan city. A planner just starting out usually charges less than someone who has been in business longer and with more experience. I am located in the Washington, D.C. metro area and the range for wedding-day services is $750 to $3,500. The range for full service is broader, $1,500 to $10,000, because the fees depend on the services provided, the type of service (design versus planning or both), the level of experience of the planner, and the complexity of the event.”
- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Mitchellville, Md.
“Not a black-and-white answer. It will depend on so many different factors. Your area, your market, and your experience level. Someone is not going to pay the same fee to a consultant with years of experience as to those just starting out.”
- Frank J. Andonoplas, MBC™, Frank Event Design, Chicago
"It can run from $1,000 to $2,500."
- Donnie Brown, Donnie Brown Weddings, Dallas
Q: “I am new to wedding planning, and I am wondering the best formula to charge for my services. I have completed the ABC wedding-planning program and in the course it talked about using a combination of a percentage and flat rate to determine fees. That's great, but I'm not sure where to start. I left corporate America and a six-figure job to follow my dream and, although I would like to make the same salary, I know that is not realistic just starting out. So what should a novice like me charge for planning a wedding from soup to nuts and/or for the day of? By the way I do have an event planning background from my 35+ years working in corporations, plus I have planned five weddings.”
- Mary Kelleher
A: “Just as in the corporate world (I was a banker for 16 years, so I know where you are coming from), you will have to start at the bottom and work your way up. I charged my first paying job $200. I’d suggest taking the Association of Bridal Consultant’s (ABC) Weddings as a Business course, as well as an ABC Seminar that is for beginners and covers these issues. Everyone charges different fees in different ways. You will need to find the one or combination of a few that works best.”
- Frank J. Andonoplas, MBC™, Frank Event Design, Chicago
“Knowing how to charge for your services has been a challenge for many wedding planners. Charging for your services is determined by several factors, to include your location and what the market will bear, your level of expertise and experience, overhead costs, and your target market.”
- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Mitchellville, Md.
"Industry standard is to charge by the hour, by the package, or by percentage with a minimum. We do the latter and charge between 15 - 20 percent of the total wedding budget, including all wedding-related expenses. But, you have to be prepared to put in the hours and keep transparent records in any case."
- Donnie Brown, Donnie Brown Weddings, Dallas
Q: “I've completed a wedding and event planning course, joined the ABC, SBA, etc. How do I best utilize my resources for expanding/growing my business? I've recently had a logo designed and am in the process of creating website. Now what? How do I generate business? Thus far, my few clients have been through word of mouth.”
- Julia Council, Creative Council Events, Charlotte, N.C.
A: “Since you’re new to the business and not advertising or marketing, word-of-mouth is the only possible source, so far. The basic principles of marketing are to identify your target market, find out where they are (physically as well as virtually), and then put yourself in front of as many of them as you can. Don’t cheap out on your marketing. Invest in yourself if you want others to invest in you. If you want people to pay a fair price for what you do, be prepared to invest. Taking a free or cheap ad will likely return low results. Be as visible as you can; be on sites such as WeddingWire, which has already done the hard part by finding an audience. No one ever complained to me about being in the top spot on sites like that. Does it cost more? Not necessarily. If you get more leads than you would at the bottom of the results, then it could easily pay for itself many times over.”
- Alan Berg, www.AlanBerg.com, Kendall Park, N.J.
"Network. Attend industry mixers and meetings, and pass those cards to everyone. Assist other planners when they need help. Take pastries or bottles of water or some other logo-branded merchandise to every hotel and other venue catering manager in town. It’s a process, but will work!!"
- Donnie Brown, Donnie Brown Weddings, Dallas
“Congratulations! Here are my rules for success: work very hard, have integrity, be transparent, remember that good is the enemy of great—you must always do great work. Don’t forget that God is in the details, and no detail is too small when it comes to planning weddings! Regarding the specifics of generating business: Create a great website. You may not have a lot of content at first, so take some smaller events to get images to use and then upgrade them as you do better events. Make sure that the writing on your website is grammatically correct and well written. Take a lot of time to write and design your website as it will be your primary calling card. Cultivate your contacts; word-of-mouth clients are the best kind, so be glad that you are getting them! Ninety percent of our work is word-of-mouth or referrals from friends and past clients. It is great that you have joined local groups to network. Read everything you can and become an expert in your area of interest. This will help you tremendously as you slowly build your brand.”
- Merryl Brown, CWP™, Merryl Brown Events, Montecito, Calif.
“‘To market to market’…You will need to get the word out there that you are open for business. I’d try participating in (or even producing if you are eager) a local bridal show. Also, advertise in the local press and get editorial coverage. Social media is another huge factor nowadays. Keep your marketing dollars flowing as that will give you the best return.”
- Frank J. Andonoplas, MBC™, Frank Event Design, Chicago
“Word-of-mouth is always a great thing when getting referrals for business. However, to expand, you may want to complete your website and develop a solid marketing plan that drives people to it. You may also want to use social media to get the word out and network with other wedding professionals to let them know who you are and what you do. When in business, marketing is something you do everyday.”
- Shelby Tuck-Horton, MBC™, Exquisite Expressions & Events, Mitchellville, Md.
