Wedding wizards: the clubs who do weddings best know: it pays to have a specialist in charge.

The Spring 2003 issue of Bride magazine just hit the newsstands--all 976 pages of it. Such gargantuan proportions defy the imagination. They also prove that some things never change ... or do they? While the magazine's girth implies that the wedding industry is impervious to economic and social disquiet, those same factors are affecting a subtle shift in the way many brides approach the process. Private club banquet professionals are taking note and adjusting their strategies accordingly.

Mary Anne Jackson has been on staff at the Country Club of Virginia for 26 years, serving at first as administrative assistant, and ultimately earning her CCM designation in 1996. "Sales and event management is really my love," Jackson admitted. "I maintain a strong connection to the club's catering department."

Jackson called 2000 a bumper year for Country Club of Virginia's banquet business, in terms of both volume and revenue. "In May 2000, we actually did three Sunday weddings because we ran out of Saturdays." While banquet business has softened somewhat since then, Jackson said she feels like they have fared well relative to what she hears from other clubs.

She also noted some interesting patterns. "The weddings have gotten a lot less grandiose. The brides are really paring it down. Tradition is a big issue, though I can't tell if it's coming from the brides or the parents." Jackson said that the pursuit of nostalgia often includes brides electing to wear their grandmother's dress or choosing a retro-style gown. A resurgence of interest in receiving lines gets a lukewarm reception from Jackson who said that she recommends an abbreviated version.

As for bookings in 2003, the club had weddings every weekend in January, plus two in February while Jackson said the months that are usually booked full are still pretty open at this point. The community in which the club is situated is primarily Episcopalian--a religion whose customs prohibit weddings in the Lenten season, and Jackson attributes the lower volume of April weddings to the fact that Lent ends in late April this year.

Searching for Signature Ideas

Doing her homework is part of Jackson's commitment to making every wedding at the club special. "I'm a big fan of spending Monday afternoons at the library looking for ideas." Current favorites from her collection include The Martini Book by Burke, An Invitation to the White House by Hillary Rodham Clinton, and a wide range of food-and wine-related magazines. "We also have great resources right here in the club," Jackson said, referring to an internationally trained culinary team and a banquet staff that travels regularly to observe and collect ideas from other clubs and restaurants.

"My objective is to look for a signature for the family--something that represents their particular style so that their event is personalized," Jackson explained. "This is a very close-knit community--many of the guests have attended other weddings at the club, so it's very important that each one stands out in some way. I like to think that we start with a clean palette for each event and then paint the vision as we plan."

In keeping with that philosophy, the club does not offer banquet packages. "We have basic menus, but we really encourage the brides to spring from those. We might offer a basic chicken entree and then we let them choose from a range of different prep styles and sauces." Jackson said that the catering staff begins with some central theme and then builds from there, customizing menus and wine selections to suit the style of the event. To make sure that every member of the team is up to speed on the planning process, the banquet sales manager meets regularly with the banquet staff.

Recently, at the CMAA conference in Miami, Jackson presented an Idea Fair display to share one of her best brainstorms with fellow managers. "We were working on a very high-profile wedding that included an elaborate fireworks display, and I wanted to capture the event for the host." Jackson videotaped the entire evening, and several days later presented the host with a gift-wrapped copy. The family's response was so enthusiastic that it convinced Jackson to adopt the practice for all the club's private functions.

"The immediacy of the video is what really impresses them. They get it well before any of the pictures come back. It also provides a very personal, candid look at an evening that is usually pretty much a blur." Because club staff usually knows the families well, they are able to capture special moments and honored guests that a professional videographer might miss. Jackson said that copies of the event videos are also used as sales and training tools, providing a unique opportunity to study the aesthetics and mechanics of the club's banquet operations.

New Space, Fresh Ideas

A recent renovation at The University Club of Washington, DC is the main reason for an impressive increase in wedding bookings. Director of Catering Natalie Quagliata has spent her first 18 months at the club packing the schedule with new business. Quagliata said that this year's calendar is already full, especially fall dates which are particularly popular with Washington brides. With all the Saturday nights taken, people looking for fall dates are scheduling Friday and Sunday weddings.

Besides the renovation, Quagliata identified several factors that have contributed to the boom. "We are really putting a lot of energy into following up inquiries and that makes a difference. Also, I think there are a lot of wedding venues in DC, but people want their weddings to be in a place that their friends haven't seen. Our space is new, and we're able to offer the same amenities as a hotel in a little more personal way."

Quagliata referred to most of the couples she serves as "a pretty low-key group," and said that she sees brides rejecting many longstanding wedding cliches in their quest for individuality. She also suspects at least one bride of choosing the University Club's more intimate 150-seat banquet space as a way to sidestep enormous guest lists imposed by well-meaning parents. "Our average couple is in their late 20s to early 30s. They both work here in the city, but probably neither one grew up here. Their families are usually in another city, but they expect them all to come here to attend."

Requests for overnight accommodations are referred to the club's guestroom division, and hosts have the option of reserving a block of rooms. Quagliata said that guests traveling to attend a wedding are primarily interested in convenience and price. "Staying here means they don't have to rent a car. They can stay in a nice room and walk to the reception and our rates are competitive."

As a member of the National Association of Catering Executives (NACE), Quagliata said that her chapter meetings provide a wealth of great information and ideas. "I really learn a lot from the vendors and suppliers at my meetings discussing new products and services."

Communication the Key

As an intern at the Fort Worth Club in Texas, Amy Hall developed an inescapable affection for the club business and banquets in particular. After finishing her degree in marketing and working briefly as a food broker, Hall came back to the club in January 2001.

The Fort Worth Club, which typically books about 80 weddings per year, does the majority of its business September through November. Hall said that the club's upcoming Weddings range in scope from a simple evening for 40 guests to an elaborate, 1,000-guest affair, making it tough to speculate on trends regarding size.

Whether the wedding is big or small, Hall said that communication is the most important part of her job. "My biggest challenge is to translate the host's expectations and then communicate them to the staff. It's particularly difficult when you're dealing with the emotional exchange between a bride and her mother." A prime example of good planning gone wrong was a request to seat 45 people at the head table. It was clear that no one could decide who to include and who not to include, and Hall ultimately facilitated a decision to limit the list to just the bride and groom and their parents.

In order to carry through that spirit of peace and harmony that begins with Hall's first planning meeting, The Fort Worth Club adds something special to the reception. "We offer a service different from any other club I've seen," Hall enthused. "We have what we call a `bridal captain' who meets the couple or wedding planner at the elevator when they arrive at the club. She stays with them throughout the evening and functions as their onsite coordinator. From cueing the band for the first dance to getting the wedding gifts together at the end of the night, she takes care of everything."

ICING ON THE CAKE

Tying the knot is big business. It also looks to be a business relatively unscathed by economic turbulence. That's great news--especially if a large percentage of your banquet revenue comes from weddings. But will it last? The Association of Bridal Consultants, established in 1955 to meet the professional needs of a growing industry, currently serves more than 3,000 wedding professionals in 24 countries. Association president Jerry Monighan provided some interesting facts and figures about the business of weddings.

** There are three predominant wedding trends: the celebration of heritage which focuses on the cultural and religious traditions of the bride and groom; destination weddings and the wedding weekend; and a general return to formality and an interest in doing things right.

** Brides are looking for unusual venues for their weddings and receptions. "Reception factories" are being rejected in favor of settings that are unique and romantic. Popular choices include private clubs, mansions, tents, yachts, and state parks.

** The estimated U.S. wedding market breaks down as follows:

** There are approximately 2.5 million weddings per year in the United States.

** Total revenue generated by couples getting married--including the purchase of life insurance and setting up house--is somewhere between $72 billion and $106 billion per year.

** The wedding itself--from rehearsal through reception--accounts for about 40 percent of that annual total.

** The reception accounts for 30 percent of the total cost of the wedding

** The average wedding has 159 guests. That amounts to about 100 gifts per wedding at an average cost per gift ranging from $75-$100. Multiply that by 2.5 million weddings per year, and you're looking at more than $18 billion.

** Bridal magazines are reporting the average cost of a wedding at $20,000 to $22,000. The Association of Bridal Consultants (ABC) says that figure does not include civil services and simple receptions, and that $16,000 is a more realistic number. A recent survey of ABC members shows that their clients spend an average of $39,700 on their weddings.

For information about the Association of Bridal Consultants, or to find out more about wedding coordinators in your area, visit the ABC website at www.BridalAssn.com

GETTING THERE IS HALF THE CHALLENGE Destination Weddings Grow in Popularity, Originality 

It's a major trend that continues, despite more than 18 months of steep declines in the national travel industry. A significant number of engaged couples are electing out-of-town venues for their nuptials. Some hire a wedding coordinator to make sure things go smoothly. Others may opt for the "WeddingMoon" packages widely available in exotic resort locations. Still, even with the support of an experienced professional, executing a destination wedding poses some very real challenges. The observations of hospitality professionals from two major destination wedding venues provide insights into what contemporary couples are thinking as they head to the altar.

Terri Haack is a 25-year veteran with experience in hotel, resort and residential community management. She has served as managing director of Wild Dunes Resort on Isle of Palms near Charleston, SC since May 2002. Prior to that, Haack was executive vice president and managing director of Kingsmill Resort in Williamsburg, VA for nearly a decade.

"I see a much different kind of wedding here than what we did in Williamsburg. There, we had a lot of formal weddings--sit-down affairs where people might spend $30,000 or $40,000 on a 250-person event. Here in Charleston there seems to be less concern about glitz and glamour and more emphasis on the natural setting." She acknowledged that economic shift might also be contributing to the contrast she's witnessed over the last year. "I'm definitely seeing an older, more sophisticated bride. Wild Dunes is a popular spot for second weddings."

She added that those more mature brides tend to be very specific about what they want, and that while parents may still determine a budget, the bride generally dictates the style of the event. Haack noted that Wild Dunes has a private club component, and that club members hosted eight of the last 15 weddings at the resort.

"Brides now are more discerning," Haack said. "They are focusing on quality versus quantity." While there has been no decline in the number of events being hosted at Wild Dunes, the guest lists are getting shorter.

Haack's recent analysis of social catering revenue at Wild Dunes indicates a decrease in per-head spending of a little more than 20 percent, with a large part of the hit coming in per head beverage spending. It seems that many catering clients--not just brides--are prioritizing expenditures. Hosts will choose to offer a selection of upgraded wines rather than providing a full, open bar. Haack also said that parties serving champagne are replacing rivers of the cheap stuff with smaller quantities of

higher quality bubbly.

Double- and Triple-Headers Another change, one that Haack attributes to the current social climate, involves pairing multiple life celebrations. "We've had three events recently--A 50th anniversary combined with a granddaughter's wedding; a wedding reception that coincided with an anniversary celebration for the bride's parents; and then we also had two couples that got married together who combined their 50th anniversary parties." Haack said that these unique events are evidence of brides escaping the fairytale tunnel vision and turning their attention to the importance of family and friends.

Of course, there are always the exceptions. Haack said that one of the most challenging aspects of producing weddings at Wild Dunes is the weather, because people tend to develop preconceived notions about the setting. "They have it in their heads that it will be a perfect blue-sky day because we're on the ocean, but it isn't always that way." Reality also bites hard when couples want their wedding pictures taken on the beach, but don't want the Speedo-clad tourist in the background.

When it comes to things they can control, there isn't much Wild Dunes doesn't do to please brides and their guests. All accommodations--apartments, villas, or houses--are stocked straight from the bride's grocery list. A series of inventory checklists are used to track requests for things like bikes and beach chairs. To meet the needs of wedding guests traveling with infants or small children, the resort calls on a local company. The guests simply check off a list of their equipment needs, and Babies Away delivers everything before they arrive.

Haack said that most of Wild Dunes wedding business is regional. The property's convenient location allows them to serve a large drive market--a factor that many resorts are banking on in this age of diminished air travel. Haack said in light of current circumstances, brides are inclined to choose wedding destinations that their guests can reach by car.

For now, Haack said Wild Dunes isn't spending any additional dollars in marketing to the general public, but has increased the promotion of social catering internally among the club's membership. Because historic Charleston's popularity as a wedding location is increasing, the resort has recently purchased a link from the Charleston Visitor's Bureau website.

A Legendary Romance

On the opposite coast, Rita Moore serves as catering sales manager at the legendary Hotel Del Coronado in San Diego, CA. The majority of The Del's catering business is weddings, and the property employs five catering sales managers and three coordinators to handle the load. "The summer is usually our biggest season," Moore said. "We do 50- to 500-person events almost non-stop. There might be as many as 10 weddings over a single weekend at our peak." The Hotel Del Coronado boasts more than a dozen different sites for ceremonies and receptions, each with its own capacity, personality, and price point. The food and beverage minimum for the main ballroom is $40,000.

Moore said that the resort is a popular spot for smaller destination weddings, many of them coming from within the west coast drive market--Dallas, Arizona, LA, etc. The Del also sees its share of East Coast brides. "The Del Coronado has a special appeal for brides with a connection to California or the hotel itself," Moore said.

The Travel Channel's "Weddings of a Lifetime" episode recently designated The Hotel Del Coronado "America's Most Romantic Wedding Destination."

Current patterns at the Del Coronado indicate that wedding budgets remain somewhat flat. Moore said that bookings for 2003 are lighter than usual, but that calls are still coming in. She also noted an increase in the number of requests for September or October dates. "More than anything, it seems like the confirmation pattern is a little slower. It's a Catch 22, where people are hesitant to over-commit financially, and yet they are very intent on committing to each other and to making their wedding a family celebration.

Concurring with Haack's assessment, Moore said that today's brides are generally older. Both bride and groom tend to be professionals who feel comfortable in upgrading their choices because they are shouldering the majority of the expense. "This year, we are finding people working on a more compressed timetable--planning six to eight months ahead as opposed to a year or more." Moore attributed that change to San Diego's military environment, and said that for the moment they are dealing with concerns about ill-timed deployments on a case-by-case basis. She also speculated that security concerns would lead more destination brides to forego island weddings for the safety of a U.S. location.

The hotel's catering department frequently directs their clients to services or amenities available in other departments such as guest rooms, salon services, as well as recommending outside resources. Moore said that the sheer volume of wedding business makes it difficult to provide individualized wedding day support for each bride. "We really encourage brides to hire a wedding consultant. It gives them added peace of mind and allows us to concentrate on what we do best."

A Marrying of Cultures

The Del's romantic 115-year history includes weddings of every size and description, and many of those details are stored in the hotel's archives. Moore often searches both the archives and the Internet to personalize her events. "We do a lot of cross-cultural weddings that require an understanding of traditions and etiquette. The Internet is a great resource for learning about the customs and how to include them in an appropriate way."

Moore said that a growing number of brides emphasize the desire to make their wedding day a true celebration. "There is less concern about etiquette and protocol, and more interest in making it a joyful occasion. Brides are also less concerned about being in the spotlight. They are putting a lot of emphasis on caring for their guests."

To that end, a catering sales partner is positioned in the hotel's rooms division to pamper brides and their guests. A special event guestroom rate is offered at all tiers, and Moore said the staff will even supply a list of alternate hotels in the area for guests seeking a longer stay or lower rate. "Our goal is just to help the bride share the hospitality of The Del with her guests."

TILL DEBT DO US PART: Collecting the Tab on Wedding Events

Dearly beloved, we are gathered here today to discuss the very soul of your banquet business. Marriage is a serious commitment an agreement not to be entered into lightly. So too, should be the banquet contract which binds you to the reception host. For many clubs, weddings account for a major percentage of total banquet revenue. The stakes are high. Ideally, the bride's parents walk away happy, and the bill is paid without incident. On the other hand, misunderstandings over payment can leave tarnish on what should have been a cherished memory.

There are probably as many approaches to banquet policy as there are venues--the following are examples of deposit and payment language paraphrased from the policies of five different properties:

* Both member and sponsored events require a signed contract and a deposit equal to the room fee within 10 days of requesting a date. A payment equal to 50 percent of the estimated food and beverage total is due 30 days prior to the event. The balance is invoiced or applied to a member's account at the end of the event and is payable within 45 days. Hosts of sponsored events must provide a credit card number to guarantee final payment and all balances not paid within 45 days after the event may be charged to the credit card.

* Non-refundable deposits are based on the number of guests and the space reserved. The first deposit is due along with the signed catering agreement within 14 days of booking. This deposit is based upon 25 percent of the food and beverage minimum, site rentals, service charge, and applicable taxes. A second deposit is required 90 days prior to the event date and is based upon 50 percent of the estimated food and beverage cost, site rentals, service charges, and applicable taxes. The estimated final balance for the event, based on actual food and beverage selections and all related costs, is due 10 business days prior to the event. The event date is considered definite only upon receipt of first deposit and signed catering agreement.

* A letter of confirmation is used in lieu of a formal contract. Upon booking the requested date, a deposit is billed to the member/ sponsor's account based on the room reserved and anticipated number of guests. That deposit is nonrefundable after 30 days, and could be as much as $3,000. Deposits for sponsored events are higher and 75 percent of the estimated total is due 10 days prior to the event. At the close of the event, the balance may be invoiced or billed to the member/sponsor's account, and is considered due and payable upon receipt.

* A 50 percent deposit is due at booking. The balance of the estimated total is paid in advance before the event occurs and any balance or credit is considered due and payable within five days after the event. A credit card number is held on account to cover the balance in the event of nonpayment.

* Bookings by members are confirmed by return of signed banquet contract. Confirmation of sponsored events requires return of signed contract and a non-refundable deposit of $1,500 within 14 days. Non-member/non-sponsored events require a signed contract and a non-refundable deposit of $1,500 within 14 days. Payment of estimated total for non-member/non-sponsored events is due seven business days prior to the event. All balances or credits are invoiced at the close of the event and considered due and payable upon receipt.