Saying Yes to the Venue: How Couples Choose Where to Say 'I Do'

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So many choices……


Besides Taco Bell, where are couples getting married?


Top reception locations


Let’s hear from couples….


Can be a daunting decision for many Typically the first vendor decision

Roughly 6 in 10 couples decide together!

Decision more likely to be made 1 jointly High impact to budget Commits couples to wedding date and rough guest count

About 1/3 of wedding day costs


Ceremony location 56%: Same Location as Reception 26%: At a Religious Place 10%: At a Courthouse/City Hall 8%: Other Location


TIP: Make sure your site clearly communicates offering ceremony space


TIP: Include pictures that give a full, wide-angle view of the venue and ceremony space


How do couples research?


Top descriptors for wedding feel & style

“We put our own little spin on everything.”

Photo by @manorstudious1848


76% did not have a ‘must have’ wedding date when looking for venues


19% say they “always knew� what type of place they want to have their reception Majority are not pre-decided!

Photo by @audreyrosephoto


Resource primarily used to find venues Wedding Websites Search Engines

Friend/Family Recommendations

Ranks lower than all other top vendor categories


After seeing an interactive tour, 73% of consumers had an extremely good feeling of the venue +24% compared to only pictures! “Being able to 'walk' through with the 3D tour is really helpful- it gives you a sense of the size.�


TIP:

*Four times as many consumers would rather watch a video about a product than read about it

Experiment with video • Length • Placement • Type Keep an eye on metrics


TIP: Minimize pictures that do not give couples a feel for services the venue offers Close-up pictures of people, clothing, decorations etc.


How do couples decide who to contact?


Deciding who to contact: Top factors 1. Price 2. Location within city 3. Number of guests

# of guests differs by wedding: Overall 127 Photo by @janelle.sutton

Millennials 134

Gen X 99

Same-Sex 107


On average, couples will…… Contact 4 Venues For Information

Visit 3 Venues In-Person Photo by @thealexlasota


Top challenges in finding a venue (each selected by 30-40% of couples)

Determining Venue Costs “So much to consider….Extra taxes and fees? Preferred or required vendors? Parking? Options for ceremony and reception? Liquor License? Amount of time the event can be? Do they require event insurance? Do they assign you a coordinator the day of? How do they require payment? What is the deposit?”

Finding Venues with Availability on a Preferred Date *67% get married on a Saturday! “After researching many venues I found it very hard to find one that was available even within the year we wanted. This was extremely frustrating.”


Top challenges in finding a venue (each selected by 30-40% of couples)

Knowing how much venues would be able to customize

Understanding what was/wasn’t included in pricing

“I liked that our venue was very customizable. We had a lot of latitude when it came to picking the dinner, decor, and outside vendors. The cost was well within our budget and we got exactly what we expected.”

“Trying to figure out what was included in the venue price. Some venues were very clear about it while others were not. It's better when places are upfront about what's included.”


TIP: Let couples know how your venue will allow them to customize

“I liked that our venue was very customizable. We had a lot of latitude when it came to picking the dinner, decor, and outside vendors.�

Photo by @aaronandjillian


TIP: Include pictures that show different layouts and looks for the venue - Highlight both indoor and outdoor “I needed more pictures of different settings. I wanted to make sure I had plenty of room for everyone and it was hard to imagine with the set up.�


TIP: Ensure messaging on your site is inclusive to all couples

“It's all very straight, using terms like bride and groom. Could not find two bridal suites to get ready separately�


What features are most important?


Features seen as “extremely important� Photo by @jessicaclaire


Differences by venue type


What do guests care about? 64%: Food 47%: Music

Couples think bar/drinks would rank #2 among guests!

45%: Reception Venue/Setting


Mid-Atlantic couples more likely to‌‌ 79% guests had table assignments (+20%)

62% had champagne toast (+12%)

80% had open bar (+13%)

48% had dessert bar/table (+12%)

Difference is vs. US couples overall Photos by Limelight Photography, Nick + Danee, Ahava


TIP: Highlight Instagram-worthy pictures


Final thoughts Review site messaging and ensure it’s fully optimized: Does your venue offer ceremony space? Is it clearly communicated? Do you explain how couples are able customize? Is messaging inclusive to all couples?

It takes only one tenth of a second for us to make up our minds about someone Photo by @devondonnahoophoto


Final thoughts Look for opportunities to strengthen photo/video content: Experiment with video - length, placement and type Include pictures that give a full, wide-angle view of the venue and ceremony space Minimize pictures that that do not give couples a feel for services the venue offers Include pictures that show different layouts and looks for the venue Highlight Instagram-worthy pictures by@imryanray Photo by Photo @devondonnahoophoto


Thank You! lgoodson@weddingwire.com


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