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Snapshot: GOVERNMENT SPENDING READING EAGLE
BUSINESS WEEKLY JANUARY 13, 2015
BUSINESSWEEKLY.READINGEAGLE.COM
WEDDINGS: Big business in greater Berks LATEST TRENDS, INCLUDING WHAT TO WEAR, WHERE TO HOST THE EVENT AND HOW TO GET THERE
Brian and Mariana Bulack of Birdsboro at Stokesay Castle.
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COURTESY OF JOHN A. SECOGES, SECOGES PHOTOGRAPHICS
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A wedding venue primer Each location has a niche that makes it unique By Courtney H. Diener-Stokes Reading Eagle correspondent
B
ookings for weddings are in high gear now at many venues in Berks County because engagements typically reach an all-time high during the holidays, with couples eager
to set a date to tie the knot. “This time of year following Christmas and New Year’s up to
Valentine’s Day is probably my busiest season,” said Lauren Butterworth, wedding coordinator at Stokesay Castle. “That is when we focus on advertising and pushing the weddings.” Weddings equate to big business at many venues with multifunctional spaces offering everything from restaurant dining to art openings to golf. Each venue has a niche that sets it apart, as well as its own marketing strategies. One thing the venues share is an eagerness to work with large- and small-scale weddings in an effort to bring every bride and groom’s unique vision to life.
Michael and Hannah Hoke, Reading, on the steps at the Reading Public Museum.
courtesy of John A. Secoges, Secoges Photographics
Customer base Many wedding venues, such as GoggleWorks Center for the Arts in Reading, think outside the county when it comes to their customer base. “We get many couples from outside of Berks,” said Margaret Murphy, GoggleWorks events director. “A lot are from the Philadelphia area who are looking for fun at a unique venue but want to avoid the cost.” Being active in social media has broadened Stokesay’s customer base, according to Butterworth. “Now we are really reaching out to the Bucks County, Valley Forge and King of Prussia area,” she said. “There are a lot more brides coming from those areas that are willing to travel the hour to get the experience we offer.”
Wedding spending in Berks County
Average spending per category Attire &
accessories Couples that live in or travel to Berks County spend an Beauty & spa average of $27,368 for their wedding. However, most Entertainment couples spend less than Flowers & $10,000.
>$30,000 16%
decorations Gifts & favors
Invitations
<$10,000 Jewelry $20,00040% $29,999 Photos & 18% video Planner/ $10,000consultant $19,999 Venue, catering 26%
& rentals
Source: The Wedding Report Inc.
$1,680 $127 $1,400 $1,600 $667 $830 $4,190 $2,950 $1,410 $12,520 READING EAGLE: TAD RONNIE
Business Weekly / Reading Eagle
Business Weekly / Reading Eagle
Social media Social media has changed the scope of how much brides know prior to paying visits to wedding venues. Stokesay Castle in Lower Alsace Township is one venue in particular that is very active on various social media platforms. “We are on Facebook,” Butterworth said. “We have a Pinterest site the girls love to use.” Stokesay posts photos of wedding cakes made by its in-house pastry chef as well as pictures of the venue. “They are planning their wedding well before they are engaged,” Butterworth said of brides.
Reading Eagle: Susan Keen
Margaret Murphy, events director at the GoggleWorks, has been coordinating weddings at the arts center for the past five years.
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In April, Stokesay event representatives attend a bridal show at the Crowne Plaza in Valley Forge to promote their weddings. “We try to do one show every year out of the scope of Berks,” Butterworth said, “to expand our market base a little bit.”
Marketing GoggleWorks used to conduct an annual event to promote its weddings but has since done away with it. “Our business is so solid that we don’t need it,” Murphy said. She finds herself having to turn some people away. “I am swamped right now and hit hard with inquiries,” she said. “It is a good problem to have.” The GoggleWorks invests in limited advertising. “We advertise on The Knot and Wedding Wire, but a lot of times it is someone who has heard of it from a friend,” Murphy said. Stokesay has found the annual bridal showcase they host right after Valentine’s Day is a great promotional vehicle. “This year it is taking place on Sunday, Feb. 22,” Butterworth said. “We typically get about 250 brides and 700 attendees in total. Brides bring their fiancés and maids of honor.” They cover all of their bases for promotion of the showcase. “For two months we promote it in-house, on our website, and we put billboards up for that,” Butterworth said. Differentiation Since GoggleWorks is an arts center in a former factory, first and foremost, it tops the list of unassuming venues in the county to host a wedding. “A lot are drawn to the openness of the loftlike studio space,” Margaret said. Another draw has to do with a bride creating her vision from a raw space. “We get people that don’t want a place that is already set up the way it is going to be,” she said. Another sense of control they give the couple has to do with vendors for catering. “We don’t require them to use one of our vendors,” Margaret said. “We have a preferred vendor list, but they don’t have to use it.”
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BERKS COUNTY WEDDING VENUES
A sampling in the greater Berks region. Call the venues for details about event accommodations and pricing. The Abraham Lincoln 100 N. Fifth St. www.abrahamlincolnreadinghotel.com 610-372-3700 Capacity: 350 Indoor accommodations
Heidelberg Country Club 1 Clubhouse Drive, Jefferson Township www.heidelbrgcc.com 610-488-1031 Capacity: 225 Indoor, outdoor accommodations
Crowne Plaza Reading 1741 Papermill Road, Wyomissing www.crowneplaza.com/reading 610-376-3811 Capacity: 700 Indoor accommodations
Inn at Reading 1040 N. Park Road, Wyomissing www.innatreading.com 610-372-7811 Capacity: 600 Indoor, outdoor accommodations
Galen Hall Golf Club and Restaurant 645 N. Galen Hall Road, South Heidelberg Township www.galenhallgc.com 610-678-5424 Capacity: 200 Indoor, outdoor accommodations
Reading Country Club 5311 Perkiomen Ave., Exeter Township www.readingcountryclub.com 610-779-1000 Capacity: 250 Indoor, outdoor accommodations
GoggleWorks Center for the Arts 201 Washington St., Reading www.goggleworks.org 610-374-4600 Capacity: 215 Indoor accommodations Green Valley Country Club by ViVA 150 Green Valley Road, Lower Heidelberg Township www.vivacatering.com 610-685-3900 Capacity: 350 Indoor, outdoor accommodations
Reading Public Museum 500 Museum Road, Reading www.readingpublicmuseum.org 610-371-5850 Capacity: 200 Indoor, outdoor accommodations Stokesay Castle 141 Stokesay Castle Lane, Lower Alsace Township www.stokesay.net 610-375-6100 Capacity: 400 Indoor, outdoor accommodations
John and Aaron Gantz, Shillington, in a stairwell at the Cork Factory in Lancaster.
courtesy of John A. Secoges, Secoges Photographics
Flower girl Juli Witwer runs free during formal photos of Joel and Amanda Batdorf’s wedding at Berkshire Country Club. The Batdorfs reside in Leesport.
Stokesay finds it doesn’t have to go any extra miles to market the look and feel of its space. “The castle really sells itself,” Butterworth said. “The ambiance and look and feel of the building really creates that fairy tale. A lot of brides are trying to create the fairy-taleprincess feel.”
Revenue GoggleWorks has many revenue streams stemming from its store, theater, cafe, classes and studio spaces, but the wedding sector has grown significantly for the nonprofit in the five years Murphy has been the events director. “They look for me to bring in the bulk of the budget,” Murphy said. “Weddings are probably the biggest business they do.” At Stokesay, banquets make up about half of the whole business, according to Butterworth. The other half is through corporate and social events, she said. In some cases, revenue from weddings can compensate for losses elsewhere in the operation, as has been the case
courtesy of John A. Secoges, Secoges Photographics
at Galen Hall Golf Club and Restaurant in South Heidelberg Township. Galen Hall prides itself with being rich in history with breathtaking views of South Mountain. “There are years when the weather has an impact on the golf course revenues,” said Daniel Bendetti, director of marketing at Galen Hall. “That (weddings) makes up a big part of our business. We are always looking to increase it.”
Pricing Wedding venues in Berks have different ways they go
about pricing. GoggleWorks charges a day rate for the space, with most couples selecting either a oneor a three-day rental. “We suggest people call in to get prices,” Murphy said. Stokesay offers all pricing and wedding package information on its website. “To get the info up front is a big help,” Butterworth said. “There is nothing worse than viewing a venue, only to find out you can’t afford it or it’s not within your budget.” n
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