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."
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..."