Let’s be realistic, your venue needs to host a number of weddings in order to make the business model work financially, pay your bills, pay your team and make a profit.
That number of weddings will vary, dependent on the property size, style and much more. But one thing that every location needs to ensure is that they don’t fall into the trap of the conveyor belt effect or the factory-production line wedding. With each year that goes on, the modern bride (and/or groom) moves further away from identikit weddings in their desire to create their own magical day.
The larger the venue and the greater the number of weddings hosted, the easier this trap is to fall into. Here are some tips to help you overcome this tag, while still maintaining a healthy level of bookings and great profitability:
Packages are successful and make things crystal clear for all concerned on what is included, but use them sparingly, particularly if you are targeting the luxury market (I would define this as spending over the £40,000 mark). Bring to the fore (alongside your packages if you are tapping into different markets) how things can be tailored, bespoke, designed for you depending on your requirements and ensure that you have the team available and knowledgeable enough to deliver that, including your external team of supplier partners.
We do it this way …
It’s tempting to fall into the trap of saying “we always do it this way” or “the dance floor goes here” and “the speeches happen there”. As an events manager, I completely understand how some things are tried and tested and really do work well in the way you suggest. However, if you don’t want to be tarnished with the conveyor belt brush, you need to allow your potential customers time to explain their dream day and how they envisage it. Invariably in some areas that will evolve into using most of your “tried and trusted” advice, but try to ask them what they want first and go from there (of course using your professional knowledge to guide, rather than a ‘we do it this way’ from the off).
Don’t mention the other bride
It’s easy to mention lots of other weddings, either historically or currently happening – I’ve fallen into this trap before myself. Try not to. Couples marrying quite simply don’t care about your other weddings and mainly tend to see this as a negative. They are interested in the visuals and images but only so that they can imagine themselves in those images, they aren’t interested in the dynamics of your workload with other couples or the people that those other people are – sounds harsh but it’s true.
There may well be times when you can’t meet their requirements because of another wedding commitment, try to use alternative words to describe how you can’t help them at that time without referring to your wedding workload in too much detail. – difficult I know!
Pay particular attention to areas where bridal parties might overlap on the event day. If you hire your venue for a 24 hour/overnight period, for example, ensure there is sufficient time for one bridal party to leave before another arrives. Allow for the first party to be delayed leaving (this will always be the case) before the next check-in. And if you do host more than 1 wedding in a day (never my preferred but in large venues, it is often essential), ensure that all facilities are entirely separate from each other parking, toilets, bridal changing areas, bar and more. Each year, I see more and more couples at all price points demanding exclusivity for their wedding venue so the closer you can get to this the better.
Do you want to know more about the modern wedding market and the demands of modern couples so you can best serve them for great success?
Come and join one of my group training days this autumn. All the dates and information is here.
Image credits: Food Conveyor Belt – Evoke // Many Brides & Grooms – Daily Mail // Ceremony Waiting Room – Hannah McClune Photography // Three Brides – HV Mag // Double Wedding – Ruffled Blog // Mass Wedding – NY Daily News