Seasoned Professionals

You Can’t Teach an Old Dog New Tricks…or Can You?This year marks my 24th year as a wedding consultant. During this almost quarter of a century, I have seen so much change in what we do and how we do it. I fondly remember starting out when there was no Internet, mobile phones were either in a bag or were as thick as a brick and weighed a ton, and we thought the fax machine was the most amazing invention. But when you reach this “seasoned level,” you often wonder, “How can I stay inspired and keep current with everything happening in the wedding industry?” It’s not easy, and everyone has a different level of success doing so. For me, it is multifaceted. Here’s my approach:1. Fashion dictates Many trends. When the Pantone color of the year is announced, you’ll see a huge shift toward this color in interior decorating, accessories, and weddings and events. Seasonally, I make a shopping trip to one of the larger, upscale malls, and do a walk-through of the women’s and men’s clothing departments, looking at color, texture, and cut. This tells me what I will see shortly in the event design industry.2. Think residential.Walking the halls of the showrooms of Chicago’s Merchandise Mart let’s me explore the furniture, accessories, and lighting that emulate the latest in decorating a home or office. Since so much of an event can look residential, it’s imperative to know what is current.3. Explore new restaurants. Find out what’s new locally and, when you travel, try to hit at least one restaurant to see what that city offers. While dinner for two and dinner for 200 are completely different animals, you can pick up bits and pieces of amazing food items to incorporate into your menu design. Also, follow shows on The Food Network and Cooking Channel. Trends in food change fast! 4. Read, read, and read some more!I would hate to add up as what I spend yearly on magazine subscriptions. Wedding magazines are first and foremost. I also try to pick up a local wedding magazine when traveling, so I can see what’s being offered in other cities. Industry publications like Special Events, Wedding Planner Magazine, and Vows are just a few of my monthly reads. Food magazines like Bon Appétit and Food and Wine, interior design magazines such as Elle Decor and Architectural Digest, and fashion magazines such as Harper’s Bazaar, Vogue, and GQ are just some of the other great reads. Wedding and event books are also great resources. With two floor-to-ceiling bookcases filled to capacity, I have pages upon pages of inspiration. I rarely throw out any of these books because, as Mom always said, “It all comes back.” Revisiting and browsing these resources, even years later, provides many new ideas to recreate and tweak. Did I mention blogs? I could write an entire article on this alone! There are hundreds if not thousands for you to read. Everyone has their favorites, and you could spend hours every week just reading blogs for great ideas.5. Go to Conferences/tradeshows. This is where I really get inspired. Not only do I speak at these, and share my expertise, but I am a “sponge” at them. In addition to the education, you get to see and experience new products and services and what can be done with them. From new lighting techniques to the latest in linens, to amazing food and entertainment, you’ll walk away with your brain on overflow. Most of the conferences also have an attached tradeshow to showcase the newest items in weddings and events. There are many industry conferences. Two of my favorites are The Special Event and Catersource. Try different ones and see what best gives you the best return on your investment. There are also many event-related shows, like The National Bridal Market in Chicago, The National Gift Show in Atlanta, and The National Stationery Show in New York. There are tradeshows for pretty much every facet of our industry. You have to spend the money and attend to have the knowledge of what is available. Attending these helps me distinguish myself from many others.Another conference offering a different type of inspiration is The Wedding MBA, which is all about business, without the “fluff.” Rather than seeing the latest in linens and flowers, you explore technology, marketing, social networking, and ways to increase your profits. It also has many motivational sessions. This conference is nonstop, back-to-back presentations. It’s also affordable. I never walk away disappointed. 6. Don’t forget networking.I live in a large city that has a huge event community. I could go to a networking event, open house, or industry meeting several times a week, every week of the month, and every month of the year. These events are a great tool. You can see a new venue, taste a caterer’s food, look at flowers and décor, as well as meet and chat with other event professionals. At this stage of my career, I pick and choose what to attend. If I spent all of my time attending these events, I would have no time for my clients or myself.7. Balance personal & professional. Between research, meeting with clients, and administrative work, many consultants burn out. You have to schedule time away. It is healthy and makes you a better consultant. Additionally, if you are married or in a relationship, it will keep you out of divorce court! Take one day, at least, as a family day, and maybe one other day as a “you day.” Make one night a week date night. It’s an awesome way to take care of yourself and recharge your batteries. Also, remember that attending a conference is not a vacation! You need a clean break every so often. Every year or every few years, take a real, two-week vacation. As hard as it is to say, “No,” to business, this is really healthy. Be sure to turn off your cell phone and email while away. Luckily, I have an amazing administrative assistant who covers for me. Obviously, if a major emergency should occur, I can be contacted, but for the most part, I am truly “out of the studio.” Clients really do understand and respect this. At my first meeting as the Association of Bridal Consultants’ Illinois State Coordinator in 1996, I said, “Look around this room. Here are the best resources you can ever find—each other.” I view everyone as a colleague not a competitor. We can learn so much from each other. So look, taste, and smell. Read, listen, and watch. Inspiration is everywhere, in the obvious places as well as the out-of-the-box, unexpected ones. __Frank J. Andonoplas, MWP™, Frank Event Design, Chicago