Some trends arrive like a marching band. You have no
choice but to sit up and take notice. Others quietly move on to the
scene and fit in so well, no one really sees them taking root. The
wedding season in Canada has traditionally been from mid-May through to
mid-October, peaking in the months of June and July.
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| The popularity of winter weddings is on the rise, as couples are often offered lower off-season prices, more selection on venues, and shorter booking periods. |
However, the season has always had active ‘shoulder’ months when couples take advantage of cooler temperatures, have more selection in available venues and occasionally enjoy the additional benefits of lower off-season prices. According to Wedding Bells Magazine, 35 per cent of weddings take place in summer; 29 per cent in spring; 13 per cent in winter, 11 per cent of the latter at Christmas.
In our stores it was usual to have an initial meeting with the bride 12 to 18 months from the wedding date. This preliminary discussion was really more of a gathering of information for both the bride and for ourselves. It gave us an opportunity to present an overview of our services and also to position ourselves as the florist they would choose.
In the peak summer months it was not uncommon to handle up to 14 weddings on a weekend. But the weddings didn’t end in late summer. We were always pleasantly surprised to find we still had weddings on the calendar during the months of November and December. February and March also started to fill up. Some of the business came from second marriages; and some from first timers, but the age of the couples was generally mid-career professionals and some couples a little older. Although these celebrations were generally low-key with smaller bridal parties and guest lists, we found that their budgets were less restrictive. The couples’ tastes were more sophisticated and their focus was on the celebration of their union and ensuring their guests enjoyed the entire event. Often our bridal consultations included both the bride and the groom. Most of our ‘off-season’ couples booked their wedding dates with us about three to six months prior to the date.
Marriages By Month:
* January 4.7%
* February 7.0%
* March 6.1%
* April 7.4%
* May 9.8%
* June 10.8%
* July 9.7%
* August 10.2%
* September 9.6%
* October 9.4%
* November 7.4%
* December 7.8%
(Source: National Association of Wedding Ministers)
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When both partners participate in the decision process a theme is easily achieved and a design plan agreed upon. We often found we were encouraged to be more adventurous and creative in our choice of floral materials for table centerpieces and larger designs – providing us an opportunity to showcase our abilities in creating the atmosphere the couple were looking for.
Our main location was in the heart of an area surrounded by several golf and country clubs and a number of large hotels. Many of the ceremonies would take place on site – the beautifully landscaped and decorated properties providing lovely backdrops. If the weather didn’t co-operate, photos could still be taken and everyone would be kept dry and comfortable.
As part of your own marketing plan, you will need to take an inventory of locations like golf and country clubs; halls; inns and small to medium sized hotels, as well as the churches, temples and synagogues where wedding celebrations are held. Call and find out who the contact individual is who would be responsible for booking events and ask some questions about their venue and about undertaking a site visit. Not many florists take the time to introduce themselves to the variety of facilities in their area and enquire about the process to follow for delivery/ installation/pickup. We built our own database, which included churches and hotels, along with the details and specifications of rooms and other helpful information.
This exercise has many benefits. It communicates the level of genuine concern you have in covering all the bases for both the couple as well as developing a professional relationship with the churches and halls. Ministers, caretakers and banquet managers have lots of experience in dealing with some members of our industry who provide poor quality product and service; create unstable and insecure floral installations, and leave a trail of greenery out the door. Make sure that when they see you in action they see someone who is focused on providing exceptional service for their clients.
The management of weddings demands an eye for detail and a commitment to ensure quality in product, design and service. Yes, weddings are a lot of work, but the rewards multiplied our business. So if your wedding season sales are ‘off,’ get working on finding out how you can make the ‘off season’ work for you.
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