The changing landscape of the wedding industry is nudging every aspect of planning to either innovate and move past the same old -- same old of yesterday or risk losing the attention of a very knowing bride that doesn’t want what her sister had before her. In nearly all categories, the feeling of making things old new again must be done in a way that ends up the same as before-- but the path leading to the decision must be fresh and new.
“That’s the challenge before us; there are set parameters and only so much deviation in what a wedding gown can be but is has to appeal to a new generation of bride, each and every time,” feels Peter Grimes of Vows Magazine. Arguably, the center of attention and greatest focus on “the Dress” supersedes all else. But for the greatest measure, little can be done to the dress in the way of dramatic fashion changes from year-to-year.
Peter’s views on limitation are shared across the board in all forms of planning but the way the message is being delivered remains under exploration by creative and innovative thinkers in every category. From entertainment to entrée’s served at the event, unique, different and new must fit into acceptable levels, or risk the criticism of attending guests.
“It’s what we face all the time and hasn’t changed over the years,” according to Richard Markel of Bridal Expo in northern California. Last week, Markel tied together three separate venues by shuttling brides from one location to the next, offering a tour of possible venues for their consideration. Markel says he’s planning additional innovation and fun ways to attract brides to his shows. “We owe it to our exhibiting vendors to try new things and keep things exciting. The usual pipe & drape shows of the past and all the limitations associated with them carry a sort of stigma and drudgery that prohibits growth and achieving the full potential of participation at all levels,” feels Markel.
On the east coast, Kenneth Robosco of Bosco Bridal Shows in Connecticut and New York, says he is very interactive with his vendors and brides. “You have to be there for them; to hold their hands through the process, especially in the current economic climate,’ he told eWedNews. Besides being our favorite additive to make milk interesting, “Bosco” says he goes as far as giving away hundred dollar bills at his shows. “Sure I do, that’s what gets people’s attention; once I have that, the rest is easy,” he feels.
Robosco, Markel, Grimes and a growing number of wedding professionals feel the changes taking place in the wedding industry are only topical, as far delivering the message that needs to be delivered. The true measure of success will be the final results, once that message has been properly delivered. “Every year in the wedding business, we have had to reinvent ourselves and do things a little bit differently. But when all is said and done, when we look back, we feel the accomplishment of knowing we’ve done the best for our vendors and brides. As long as we keep doing that and delivering the brides to our shows, we know there will be a next season—and the next,” says Markel.
How have your wedding show experiences been this season and what did you do to innovate? Please contact us and share your story.
