Wedding Pros Pivot to Engage Brides

Wedding Wedding Pros Pivot to Engage Brides

By Lora Sommer

In March, when Gov. Brian Kemp issued an executive order declaring a public health state of emergency and banning gatherings of more than 10 people, brides and grooms across the metro area had to hit pause on their plans. To date, nearly 20,000 weddings in Georgia, scheduled to take place March through June of this year, have been postponed, according to data compiled by The Wedding Report Inc.

“Our last simcha before the shutdown was Saturday, March 14. It was a scramble to make it happen,” said event planner Amy Ackerman of JDV Occasions. The event venue had closed abruptly due to COVID-19, so she rerouted a full team of vendors to an alternate location.

Guests canceled last minute, hand sanitizer stations had to be worked into décor plans and a fire marshal had to approve use of an outdoor area to keep guests adequately spaced. Ackerman even created an almost identical menu to the original one planned with a different catering team less than 24 hours before the celebration started. They still did a hora with guests circling the dance floor, she explained, but they clapped their hands instead of holding each other’s. Still, the event unfolded beautifully, Ackerman said. Then came Monday, when the shelter-in-place orders took effect. Ackerman’s phone began ringing off the hook. “We started getting calls from couples who had spring and early summer dates who needed to postpone,” she said. “The challenge was in finding dates that had their venue available as well as their vendor team. For most weddings, we’re bringing in 10 to 12 vendors. Think of all the florists, photographers, DJs, caterers and decorators!”

Most of these vendors are small businesses, and this hit in a major way, Ackerman explained. “These businesses lose revenue by not being able to take an additional client on a future date. But they want to be there for their couples! They’re bending over backwards to make it work.”

At the same time, engagements are on the rise. Quarantining couples are making it official in large numbers, according to a recent article in The Wall Street Journal about the rise in online engagement ring sales. Newly engaged brides are eager to visit venues, try on dresses and taste party foods, but the coronavirus presents a huge roadblock to those experiences.

Shelly Danz, founder and Chief Party Officer of Atlanta Party Connection, produces the Atlanta Bar & Bat Mitzvah Expo and the biannual Bridal Extravaganza of Atlanta, a bridal show known for creative vendor displays and a distinct VIP bride experience that includes early entry, a take-home planning guide, a VIP lounge and bride and groom gifts. The BEA traditionally attracts more than 1,000 guests per show. They come to see their favorite bridal magazine images come to life and select their vendor team at a venue decorated from floor to ceiling. Brides-tobe frequently attend with their partners, parents, or bridal par

Images provided by Bridal Extravaganza of Atlanta, Photos by Bre Sessions Photography and Made You Look Photography & Film // Impression Bridal, a sponsor of the Bridal Extravaganza of Atlanta Online, displays multiple wedding gowns. A model on the runway of the Bridal Extravaganza of Atlanta fashion show last year.

An elegant wedding cake display in gold and ivory tones.

A vibrant place setting showcases personalized menus and seating cards in tabletop décor.

Lavish floral arrangements top tablescapes.

ties to make it a festive occasion. Although the next BEA is scheduled for August, Danz is unsure it can take place at that time. But she refuses to leave Atlanta brides dangling, unsure of next steps. “We don’t see people gathering by the hundreds at expos or big shows any time soon, so I decided to move forward with an online experience in July,” Danz said. The show will take place July 19-24 via the BEA website. Brides and grooms can purchase tickets to meet top wedding vendors through interactive video chats; register for ultimate wedding and honeymoon giveaways; receive door prizes from all vendors; and upgrade to the VIP ticket level for curbside pickups of such items as cake tastings, flowers and vendor gifts to sample from home. “I know how stressful the wedding planning process can be under normal circumstances and now it’s even tougher,” Danz said. “We’re offering this unique resource to help alleviate some uncertainty for both engaged couples and Atlanta’s wedding vendors. The goal of the online show is to highlight talented wedding professionals and their creativity while helping brides and grooms celebrate their engagement and plan their wedding from home.”

Danz began working with a web designer in May to create a site for the show that will allow for more exploration with virtual booths and media (photos, video), just like when attendees come to an in-person show and plan their own experiences, moving from booth to booth.

She noted that feedback from vendors about moving to the online format has been positive. They express that they’re ready to share new offerings with engaged couples. “Many vendors have used this event downtime to expand their services and develop unique ways to meet the needs of what our new normal will be,” Danz said. “They’re excited to share [the new services] with brides and help them realize their vision.” Joel Miller of Button It Up said, “Our green screen backgrounds have always been popular, but we’ve invested in updating them and now have more than 500 new options covering destinations, sports, patterns and even decades.” While receptions may start to take place in coming months, many out-of-town or older and at-risk guests will likely not attend larger gatherings due to health and safety concerns. With this in mind, the photo entertainment company will debut a virtual cameo feature at the Bridal Extravaganza of Atlanta Online. It will allow invited guests to take selfies from their own screens that can be imported into green screen photos for in-person or digital events. “We’re preparing for combinations of in-person

Let us bring your party to life!

Call us today to book your entertainment at 404.931.5779.

The hottest DJ’s, dancers, & MC’s Available for your special event!

• Bar & Bat Mitzvahs • Corporate Events • School Events • Weddings • Dance Parties • So Much More!

Shelly Danz, producer of the Bridal Extravaganza of Atlanta, poses with bride and groom models following a successful fashion show at the Southern Exchange Ballrooms in January.

and virtual attendees at celebrapandemic shut everything down. tions going forward and are makI’ve had trouble interviewing ing sure that all guests feel part of potential vendors, and I really the fun,” Miller said. wanted the experience of going

While it may seem odd to to a bridal show to see a lot of long-married couples to meet the resources at one time. I am very people you’ll entrust with your excited to have a virtual experiwedding day via computer, many ence that’s more than a directory. vendors are embracing this apIt feels like a really good way to proach, since it’s far more effecstart planning now.” tive than phone calls. Ackerman Ackerman added, “Being noted that she was just hired by able to move forward with clia bride via Zoom call, and she is ents online right now is everystarting to connect her with other thing. I’m so excited that Bridal vendors using the same technolExtravaganza will happen in this ogy. “We just had a photographer way because we can still provide meeting, and the photographer that one-stop shopping wedding shared her screen with us to view planning experience and create work samples and styles. It’s defithe excitement for these couples nitely a shift to use technology that they deserve.” to connect in this way, but it’s She also cited the curbworking well. A bridal show onside pick-up of wedding vendor line feels like a natural next step.” samples as an element that cre

Atlanta bride Hayley Langates a well-rounded experience holtz recalled her experience. “I for brides. “A wedding is an emogot engaged at the beginning of tional experience. Giving people the year and had hardly started the chance to not only see what researching vendors when the we can do for them, but also touch, taste and feel Shelly Danz walks the floor of the Bridal Extravais so important,” ganza of Atlanta in January to greet vendors before the show opens to nearly 1,000 attendees. Ackerman said. Since March, the Georgia wedding professional industry has seen a loss of $360 million in revenues, according to The Wedding Report. Danz hopes the online event will help to jumpstart vendor-bride connections and re

Live entertainment is a highlight of the Bridal Extravaganza of Atlanta. Performers are available for wedding gigs.

sult in contracts for future weddings. “This event will take place over a week, and we’re going to showcase all kinds of wedding goods and services, and make it very entertaining for brides,” Danz said. “We want the brides to feel special and like we’re throwing them a party!”

Nightly entertainment will include ceremony and celebration musicians. Virtual booths will showcase vendor work through photo and video displays. A bartender company is creating signature cocktails for each night and sharing the recipes for couples to enjoy at home. And door prizes and discounts will be given out every day. Upgrading to the VIP level will allow brides to enjoy curbside pickup of fabulous vendor gifts to sample at their leisure. But it won’t be an ordinary pickup, like those that have become the norm at retail, restaurants or grocery stores. It will take place July 19 at The Hotel at Avalon in Alpharetta. Live musicians will welcome the brides as they pick up gifts valued at over $60. Danz said that she is still adding more ways to make VIP brides feel catered to and celebrated when they come for their take-home packages. VIP level tickets will also include access to a special virtual lounge within the show, where brides can find exclusive deals on vendor services and items.

As Georgia’s gathering parameters change, wedding vendors hope to start seeing green lights in the coming months for receptions of larger groups. In the meantime, brides can Zoom through the start of wedding planning with vendors who are prepared to guide them to “I do.”

“I can’t wait for this show,” Langholtz said. “My fiancé and I are excited that we’re going to get some inspiration to start planning. We’re hoping to learn about what’ll be new for receptions next year and we might find vendors we’ll hire. The best part is that we don’t even have to leave the house!” ì

Bridal Extravaganza of Atlanta Online will be held daily, July 19-24. For more information or to purchase tickets, visit atlantaweddingconnection.com.

Be Inspired…

Enjoy a boutique experience as we share Design Ideas & Expert Planning Advice for all your Wedding Décor needs.

Situated directly between Buckhead and Midtown, The Carlyle boasts a sophisticated, in-town location for your next celebration. Featuring a pre-function area with an outdoor courtyard, two large ballrooms, two private suites, and a permanent bar, The Carlyle offers many amenities to enhance and personalize your special event. Accommodates 100 - 600 guests.

T O S C H E D U L E Y O U R T O U R , E M A I L H E L L O @ T H E C A R L Y L E V E N U E . C O M

1 9 1 9 P I E D M O N T R D N E T H E C A R L Y L E V E N U E . C O M

404- 462-4787 • Jim@jimwhitedesigns.com

A ‘Touch’ of Creativity Blooms Once More

By Marcia Caller Jaffe Celebrating in a pandemic has created yet another layer in our “new” reality. Wedding postponements or rescheduling have been especially prevalent. Alex and Leslie Fischbach planned their nuptials for 180 people in St. Louis a year in advance and were committed to sticking with the original May date. Aunt Michele Fischbach stepped in to reengineer a micro-wedding in her Sandy Springs front yard on the wayside of large gatherings in times of COVID. Also on short notice, Added Touch Catering rose to the occasion, going quickly to work to make the day special for Alex and Leslie among a myriad of new safety regulations. Erin Lis, vice president of sales, said, “Events might be smaller, but it doesn’t mean they have to be any less fabulous! Added Touch recently had the honor of being a part of two May 2020 weddings. We feel like we haven’t heard good news like this in a while.”

The Wedding Backdrop

Aunt and Uncle Michele and Bobby Fischbach played a key role by volunteering to host this micro-wedding in a scaleddown version at their home.

Michele said, “Sadly, both the bride and groom had lost their mothers. Leslie’s passed away since the wedding was planned. That was the chief reason that she wanted to stay with the original date. She felt that was the one thing that she could control, that could not be taken away from her. By default, I stepped in.” Involved from the start, Michele cautioned Leslie in March to not send out the invitations. The ketubah, or marriage contract, was inscripted for May 23, so May 23 it was. “We waited a bit, then sent out do-it-yourself evites for 28 guests,” Michele said. Rabbi Samantha Shabman Trief of Temple Sinai came in at the last minute. “She was warm and wonderful; but to be cautious of handling [money], she was the only rabbi I have ever Venmoed,” Michele said. “We took every possible precaution to keep guests safe, starting with measuring the yard and dividing by the number of people to mark standing points. We gave out gloves and masks and had an outdoor handwashing station. Some guests chose to sit in their cars, and our friendly neighbors allowed others to park in their driveways. Another emotional element is that the chuppah was the trellis in front of the Fischbach home. “This is the exact trellis that Bobby and I were married under,” Michele said. “So here we were a second time.”

The Added Touch

“Having dined on appetizers and a fully stocked bar, replete with a variety of craft canned cocktails, guests were invited for the ceremony, which was followed by champagne toasts and speeches,” Lis said. “To allow guests who wanted

Photos by Bare Feet Photography // Bride and groom, Leslie and AlexFischbach, center, and from left, Aunt and Uncle Michele and BobbyFischbach; cousins Eric Strange; DrewFischbach, Nina, Max and DevonFischbach; Scott, Jaime and OliviaFischbach; Evan, Catherine, Robert and MaggieStrange.

2

1

1 Since so few guests can attend in person, the event on Zoom is enjoyed by many. 2 The hand sanitizer station included cleaners for cell phones. 3 Appetizers were passed, but only in closed containers. 4 The couple exchanged vows while Rabbi Samantha Trief blessed them. 5 Guests enjoyed gourmet take-home meals featuring Mediterranean chicken breasts with artichoke lemon caper sauce.

to maintain their distance and keep their attendance short, the bride and groom cut the cake, and guests were offered a delicious boxed, branded Added Touch dinner to take home.” The Fischbachs’ guests box was Mediterranean chicken breasts with artichoke lemon caper sauce, blended Israeli couscous, chopped Israeli salad, mini grilled vegetable stacks with balsamic reduction and basil chiffonade, and fresh pita with hummus. Added Touch’s guide for safely hosting micro events: •Keep it Outdoors: For now, events at home are the way to go. Backyard, front yard, or even driveway. Keep the tables spread out and fresh air flowing. •Hand Wash Station: Greet guests with a hand wash station with wipes to sanitize phones. •Packaged passed apps are served in closed containers to keep the germs away. •End with healthy swag bag gift bags packed with COVID-fighting goodies: Take it further and order branded facemasks or personalized hand sanitizers with event monogram or logo. While overflowing openair buffets are the way of the past, Added Touch stations will now be behind a plexiglass screen (think sneeze guard on steroids). There is the option of a classic, seated, plated served meal covered with a silver dome to keep it ultra fresh and hot. “People are searching for the peace of mind to have a good time,” said Added Touch Owner Sandra Bank. “Safety is the new luxury, and you can still have a delicious micro-event but make it a macro experience. Many couples or bar/bat mitzvahs are upgrading with ‘added touches’ that larger events might not have afforded. From salmon to sea bass, burgers to lamb chops, hydrangeas to peonies, folks now more than ever want to find a way connect and find joy in creative ways.” ì

5 3

4