Weddings Today: A Look Down The Aisle
As we begin the year 2000,, we have seen just about every trend come and go, and come back again. With weddings, it's no different. As one planner put it, "Marriage and monogamy are in again! " Now that weddings are back, and supporting many an event company, what trends are the actual events supporting? Ray Rents, Inc checked in with florists, consultants, caterers and rental dealers to find out.
So far, no one has tossed out the notion of floral bouquets and decor at weddings, as florists around the country describe today's growing use of flowers as "lush and opulent." From New York to Missouri to California, florists say that the English Garden look is more popular then ever, emphasizing a natural and romantic style. This can be seen in the type of bouquets carried by the bride and bridal party. "We are seeing more hand-tied bouquets rather than wire-held or structured ones, this gives the sense that the flowers were just picked, not cut." Floral colors are also more natural. "The flower colors being used are 'botanically correct,"' explains Bill Harper, vice president of services at Stuppy Mid-America School of Floral Design in Kansas City, Missouri. "We are not seeing flowers dyed to match the decor anymore." Specifically, a few popular colors this year are burgundy, fuschia, cranberry, plum and orange. "There isn't as much emphasis on pastels as before," Pamper says. "Instead, people are interested in the fully saturated and rich colors."
DON'T TOSS THE BOUQUETS
I ask brides for a wish book, of what they think is beautiful. Once I set the book. I know her inside and out in two minutes." Rob Smith Laurels Custom Florist, Los Angeles top. There have been wedding parties made up entirely of dogs, a wedding theme designed around the brides cats (who were not present) and a Night of the Living Dead cake These are just a few of the weddings that Vicki Gianonne of Los Angeles, has done to live up to the name of her company-Creative Weddings. If you're thinking "only in L.A.," think again. David Tutera of Designs By Masque in Port Chester, New York, has produced a wedding at which the bride arrived by canoe and the groom on horseback for a Southwestern style wedding (see page 30). But he's also done weddings with a less natural theme, such as an all neon wedding. "There are so many companies that do traditional so well. We are known for a more avant-garde approach," he says.
Still, themed weddings are rare, while Victorian remains the norm. "There are more evening weddings, which contribute to a certain elegance and maintain the tradition of black and white as the primary colors," Joanie Freese of Event Resource and Design in San Rafael, California, says. Locale is also less traditional. Instead of a church, people are choosing mansions, private residences and hotels. And, resort weekend events are now in vogue. "These destination weddings are the hottest trend going," Blum says. "Twenty to thirty couples will go to the Caribbean for a weekend." They are so popular that Jamaica and Disneyworld now offer package deals for weddings. No matter where, how or when, the essential ceremony followed by a reception is not being questioned, and happy couples continue to tie the knot in their own style.
TO FEAST OR NOT TO FEAST
While many trends seem to transcend locale, food and how it is served at weddings is still marked by regional differences, the largest being between the North and South. Patrick Cuccaro of Affairs to Remember in Atlanta says the South is being influenced more and more by the North. "Trends to us are already well-established traditions in the North," he says. "A served dinner at a wedding reception is traditional in the North but we are just beginning to do those here, as opposed to the Southern tradition of cocktails and hors d'oeuvres only."
Southern ways have also made it to the North, however. David Buck, account executive at Great Performances in New York, says he sees fewer sit-down formal dinners and more buffet and cocktail stations. "People just nosh all night," he comments. Tracey Amemick, director of catering at The Westin Mission Hills Resort in Rancho Mirage, California, has also noticed a more casual approach to dining. "There aren't as many plated and seated dinners as before," she
says. Whether it's eaten while sitting or standing, the food at weddings seems to be more unusual. But that also depends on where you live. As Rebecca Wallace, co-owner of Word of Mouth Catering in Austin, Texas, points out, what is theme food in other areas is standard in Texas. "It's normal here to serve a Southwestern menu of tacos and burritos for a wedding," she says. One common denominator in wedding menus is a lighter, or more vegetarian, selection. Wallace says some variations she has seen are eggplant caviar, hummus and more salads. "People want more adventurous foods, like a Middle Eastern menu or other ethnic choices," she adds.
TO DRINK OR NOT TO DRINK
A few caterers suggest the lighter menus might be related to decreased drinking habits. "It's the caterer's challenge to balance light food with nonalcoholic drinks," says Shelley Pederson of Beyond Cuisine in Atlanta. John Calihan, of Calihan-Gotoff Catering in Chicago, is seeing the same trend. "We are definitely doing more vegetarian foods at weddings and people aren't drinking as much," he says. "It's now a must to have sparkling water and fruit juices at the bar." Ironically, this makes a full bar more affordable to the wedding client. "We provide anything-hard liquor and champagne-because there are so few people drinking anymore." Rather than limit the selection, he is ready to serve guest who still wants a martini.
Perhaps the most obvious way to cut back is by shortening the guest list. Roberta Deem of Capers in Los Angeles saw one guest list go from 300 to 75 guests. Not all cuts are as drastic, but maybe David Buck of Great Performances in New York sizes it up best when he remarks, "I think people aren't inviting that fourth cousin anymore."
MONEY MATTERS
The question is, does money matter when it comes to this once-in-a-lifetime event? Maybe the answer everyone wants to hear is Paula LeDuc's response. "The recession sure hasn't hit weddings!" says the owner of Paula LeDuc Fine Catering in Emeryville, California, which tends to work with a higher-end clientele.
Yet other event professionals who also work with upscale clients say the hard economic times are reflected in a thorough consideration of expenses by clients. "People are careful how they spend their money," says Renee Symans, co-owner of 5 & R Original Events in Tarzana, California. Like many other expenditures, people want value for their money, and many don't want to appear ostentatious. "In the 1980s, people would spend tons of money," David Tutera of Design By Masque in New York says. "Now they don't want to come across as spending a lot, even if they do."
Guest lists versus budgets is an area where one plus one equals three. Jim Gallagher of Partytime Productions in Chicago points out that he could have a wedding for 50 guests with a budget of $100,000 and another one for 500 guests and $75,000. "It just vanes with each client," Gallagher says.
And those clients might not be the mother of the bride anymore. "With the bode and groom paying for it themselves, they are a lot more cost-conscious," explains Tracey Amernick of The Westin Mission Hills Resort in California. The first-time bride and groom in their twenties is no longer the norm. Many couples are celebrating a second or third marriage and have well-established careers, which allows them to be more specific about their needs, and also spend what they can afford. The bottom line is, yes, money matters for the average wedding, and in most cases, even for the mega-weddings.
Whether you're a rookie consultant or a veteran florist, it never hurts to find out what works for others in the field. Weddings are unique in that they are probably the single major event in an individual's life, and most likely the only event they will ever throw. This makes the bride, the mothers of the bride and even the groom, slightly tense. Marcy Blum of The Bridal Group in New York warns not to take it personally. "Their anxiety level isn't a personal affront," she says. "But you do have to be a lot more available than you are with corporate clients."
This availability translates into more time-"an inordinate amount of time"-as consultants put it. Some consultants, planners, florists and caterers prefer to give that extra time free of charge, while others insist on keeping the meter running. Tom Powell, of The Flower Gallery in Washington D.C. charges $50 for a one hour consultation, which is deducted from the final bill. "Otherwise, I could give the client my time and ideas and they could go someplace else to get the job," he explains. "This fee eliminates the people just shopping for ideas."
But Paula LeDuc, has a different method. "We are spending so much time on the initial calls that we just hired two people for the sole purpose of answering phones," she says. Her strategy is working. She says that her company is landing 95 percent of the proposals sent out. "Some people might charge for that time, but we're happy to give it to the customers and find it works for us," LeDuc adds. Still another way is to carefully bill for all time involved. "It's important to cover all labor costs," Kirk Pamper of Botanica says. "You may have to pay someone overtime to be there on a Sunday to break down the event. Simply charge what it takes to do the event."
In some cases, this is easier said than done. Caterers find themselves acting as consultants and everyone finds themselves playing mother to the bride. Elise Shuman, director of catering at The San Ysidro Ranch in California, says there is an assumption by the bride that you'll do anything for her, and it's true. "If they want me to run out and get their bobby pins, I do, but I don't charge for that," Shuman says. Roberta Deem of Capers sums it up: "I'm more like a counselor than a caterer sometimes."
THE MATRIMONIAL METER
Today, some drinks, like martinis, are trendy and vodka bars are big with the younger crowd. In Denver, Jim O'Connor, owner of Le Petit Gourmet says, "We are doing ice-carved racks with flavored vodkas and shot bars. I can't believe how people are putting it down. Wedding guests come to party, get loose and have fun."
DIFFERENT WAYS TO TIE THE KNOT
While the tradition of matrimony has lasted centuries, the details of that tradition have enjoyed a lot of latitude. But like fashion, every look that once was, is again, and no one style is dominant. Traditional romantic weddings are still popular and, of course, the level of production depends on religious and class back- grounds. Yet, overall, protocol and etiquette have been sidelined. "We have to educate people on things such as receiving lines," Marcy Blum of The Bridal Group
in New York, says. With some, this isn't even an option. Elise Shuman director of catering at the San Ysidro Ranch in California says they don't offer them anymore. "There is still a lot of tradition at the ceremonies," Shuman says, but once the ceremony is over, tradition also ends. However, it is not tradition being discarded as much as individuality is being asserted. For example, at one wedding, Shuman used metal sconces instead of vases for flowers that stood next to a gold and silver cake shaped like Rockefeller Center. Sometimes, individuality can go over the line.
Robert Smith of Laurels in Los Angeles believes that one reason for these latest looks is the improved availability of certain plants. ``We now have growers here who are competing strongly with the European market," Smith says. "Before, certain roses or orchids and a number of flowers were expensive and difficult to buy with any certainty." Since it is not always possible to get a guarantee on specific items, Harper recommends that florists approach clients with a color or seasonal theme. "This allows us to take advantage of wholesale bulk buys as well as satisfy the client," he says. Harvey Bresch of Floral Park in Boynton Beach, Florida suggests a substitution clause in the contract in case a particular flower is unavailable. As Romeo said to Juliet, "A rose by any other name..."