2022 was a phenomenal year for the wedding industry.  A return to business as usual (or unusual) as we tackled a swell of weddings off the back of Covid against a backdrop of rising costs, staffing struggles, a war, political disharmony and economic instability.  Now the backlog of Covid weddings has cleared what wedding trends will 2023 bring?  

2023 is set to be another busy year for the wedding industry but as we enter a period of recession and uncertainty there is going to be an ever-greater need for businesses to be strategic.  My advice is to take action; minimise debt, add new income streams, closely monitor your cash flow, trim any unnecessary expenses, reduce your costs, focus your marketing campaigns and pay close attention to wedding trends and the needs of couples.  These measures will help you successfully navigate the year ahead. 

Ambiguity aside (and the gloomy January weather!), there is sunshine on the horizon and things can only get better (as D:Ream once sung).  We live in a constant state of flux and nothing is ever certain.  All we can do is hope for the best and plan for the worst. 

I am an 80s kid and with my rose-tinted specs firmly on I can’t help feel a bit nostalgic for those halcyon days.  I was born in 1979 so I don’t remember the economic struggles of the 1970s.  My early childhood was filled with bright optimism as the grownups put their troubles behind them and embraced the era of neon colours, uplifting electronic pop, pioneering technological advances, adventure movies where the impossible seemed possible, a booming economy and a magnificent Royal wedding.

It seems I am not the only one harking back to this period of cheerful confidence and enthusiasm if wedding trends are anything to go by…. 

Eye-catching wedding trends.

The traditional white and cream weddings have definitely been flung into the past as bold colour takes over.  Like the 80s, 2023 is going to be a year of vibrant and vivid shades.  A riotous display of strength, fortitude and courage.  Viva Magenta!  The pantone colour of the year is a significant bright red.  A daring colour to stand alone but in amongst a contrasting colour palette or rainbow scheme it will shine.  

Is your venue a blank canvas to allow couples to experiment with bright colours?  How can you meet the wedding trends and incorporate cheerful colours into your landscaping or interior décor?  Can you offer interchangeable accent colours to help inspire your couples’ creativity?       

Digital wedding trends.

The technological advances are getting better and better.  As I get older, wedding couples seem to get ever younger and it’s very much the Millennial generation’s turn to get hitched.  They might not have seen much of the 80s, but this is the generation who have a strong understanding and appreciation of the digital world that this decade gave birth to. This is bringing a digital element to wedding trends.   Most couples are embracing the technology of the 21^st century and making use of some of the great digital platforms now available which can be used to organise your guest list, send e-invites, collect RSVPs and arrange your seating plan.  

Some venues are even linking software to their own CRM systems to help integrate their planning process with that of their clients.  This is a great way to help streamline the planning process and make communication easier for everyone.    

Un-traditional wedding trends.

Can you remember the last time you saw a groom in a morning suit and a top hat?  It was probably in the 80s.  Wedding fashion is becoming so much more interesting and less formulaic.  Bridal fashion this year is also giving a nod to big, bold 80s style with voluminous sleeves and skirts.  Whatever the wedding trend, there is nothing worse than feeling uncomfortable on your wedding day.  Brides are taking this to heart and wearing what makes them feel good.   I love seeing brides expressing their personality through their bridalwear.  From the Doc Martin, leather jacket wearing rock chicks to the disco divas in their sequin jump suits and short skater dresses.  And when it’s impossible to choose just one outfit, why not have two!  An elegant daytime dress for the more formal proceedings and an evening showstopper to dominate the dancefloor!    If your venue doesn’t have accommodation, can you offer a comfortable and private space for the bride and groom to change if they want to?     

Is it bad luck for the Groom to see the Bride before the wedding?  Like a lot of old wedding trends, this is a superstition based on historic practises such as arranged marriages. when families did not want the couple to see each other before their wedding in case they didn’t like what they saw!  Whilst some still observe this tradition, some couples like the opportunity to take a ‘first look’.  A private moment just before their ceremony when they are dressed in all their finery to appreciate one another and perhaps calm each other’s nerves before they step into the limelight.  Is there an intimate place at your venue that you can offer to couples for them to make the most of this special moment?

Couples are not always opting for the traditional top table either choosing to sit in amongst their friends or even just a table for two.  Can you offer a flexible table arrangement for couples to choose what feels most comfortable for them?

Inclusive wedding trends.

More and more weddings are also family friendly and inclusive.  Most weddings will have children so it’s helpful if wedding venues can provide a welcoming indoor and outdoor space and entertainment for them.  As a parent myself, I hold high appreciation for places which give a warm welcome to younger as well as older guests.  Venues are ideal if they can safely entertain my kids whilst also entertaining me!  Outdoor games, a bouncy castle, treasure hunt, babysitters, special kids menu and mocktails are all winners for kids of all ages.  

Not everyone wants to dance.  Older guests might want a quiet place they can rest in comfort away from all the wedding antics.    

And not all family are two-legged!  I am seeing more and more four-legged family members at weddings and there is a burgeoning demand for pet-handlers at weddings to help look after couples’ furry friends so they can participate in the event.  Can you accommodate pets at your wedding venue?  

Convivial wedding trends.

As well as providing sustenance, food plays a big part in the wedding day and is very much dictated by the tastes of the couple.   Culinary choice is becoming much more multicultural and with various serving styles from formal plated wedding breakfasts to more informal grazing platters.  Couples want their guests to enjoy their meal so will want to ensure that all tastes and dietary needs are catered for.  If you provide in-house catering then how do you keep your menus fresh and exciting and appeal to all tastes and needs?  If you work with outside caterers then get to know them well, especially the style and quality of their food, so you can help couples find a suitable supplier to meet their culinary needs.  Evening food is continuing to be popular as weddings progress late into the night with guests needing further sustenance to keep them on the dancefloor.  Simple street food goes down well when guests want something substantial enough to feed their hunger but not another full meal.  This also presents a possible additional revenue stream for venues who can offer in-house catering.

Music also plays a big part in the enjoyment of the wedding day from the ceremony right through to the dancefloor.  But is music entertainment enough?  As wedding parties have returned to larger numbers not all guests will know one another so ice-breakers are a great opportunity to help guests start conversations with strangers.  Wandering musicians, close-up magicians or silhouette cutters are a perfect addition to the drinks reception and wedding breakfast.  More active guests might want to participate together in garden games such as croquet, quoits or laser clay pigeon shooting.  

Make sure you talk to your couples about all their ideas and help them to find entertainment best suited to your venue.  Do you have a suitable space available for what they want?  Comfortable indoor and outdoor seating areas for guests to rest or chat if they don’t want to dance are also welcome.  

Outdoor wedding trends.

The change in law governing where legal wedding ceremonies can be conducted was relaxed a little during Covid to allow ceremonies to be conducted outside. This has had a massive impact on wedding trends and led to an increase in outdoor wedding ceremonies.  The law is set to be changed further to enable more flexibility in where and who can conduct wedding ceremonies.

Summer weddings still remain extremely popular with couples hoping to enjoy as much of their wedding outdoors as possible.  More and more people are embracing the health benefits that exposure to nature brings and this is also influencing weddings in 2023.  Lots of couples are choosing marquee weddings that enable them to feel more connected with the outdoors whilst still giving them a shelter from the weather.  Woodland and orchard wedding ceremonies are also very popular, as are venues that are close to water and the coast.  

How can you help your couples make the most of your outdoor space?  

Weddings with a conscience.  

The social and environmental impact of weddings and events is becoming an ever-increasing concern and an influence on wedding trends.  We are an industry notorious for waste but we are getting a lot better.  Clients are becoming a lot more mindful about the impact their wedding will have on the wider world.  Couples are often choosing local wedding venues to save travel for themselves and their guests and also opting for local suppliers to lower their carbon footprint and support the local economy.  Locally grown flowers and produce are very popular.  

If you provide in-house catering then think carefully about where you source your ingredients and if you can do more to reduce the journey they make to the plate. Your food menu doesn’t have to be completely vegetarian but offer a good choice of exciting and appetising vegetarian and vegan dishes to tempt even the most hardened meat-eater.      

Homegrown flowers from family and friends’ gardens can provide a beautifully personal touch to a wedding day as well as being a sustainable option that is grown not flown.  Can you help put your couples in touch with a local florist who supports this or who can supply seasonal and locally grown blooms?  

There are some amazing drinks producers in the UK now supplying everything from wine and beer to exciting spirits and soft drinks.  How local is your bar menu?      

Providing a recommended list of local suppliers is very helpful for wedding couples but choose suppliers who share the same sustainable business ethos as you as well as those that offer an excellent standard of service and quality.     

If you are working to make your wedding venue more sustainable then share this with your prospective clients.  How do you encourage your couples to have a sustainable wedding?  Evidence your efforts to reduce waste, use sustainable materials and renewable energy.  Reduce your carbon footprint by planting trees, working with local suppliers and reducing your own travel.  Support other local and global environmental organisations to widen your impact.  

Investment weddings.

Everyone is watching their pennies but that doesn’t mean that couples are looking for a cheap wedding.  Most couples will have a budget in mind and price is going to be an important factor in helping them to decide on everything from their venue to the size of their guest list.  But their wedding is an important milestone event.  They want it to be special and memorable and they want all their loved ones to be a part of it.  They understand that their wedding is an investment.  This means that they want good value for money.  They want to know what they will be receiving for their investment.  

Couples have more choice than ever when it comes to weddings.  So how do they choose?  

Trust.  Couples need to trust in the people they are investing with.  They want to be assured that they are going to receive the best possible service and that you will understand their needs and support them to have the best wedding day.    Communication, flexibility, guidance, information, expertise, comfort and convenience are all highly prized assets when it comes to offering value to your clients.

Couples want to make the most of their special event.  Lockdown forced couples to reduce their wedding party size to more intimate affairs with many couples settling to have a small legal ceremony with just their immediate friends and family.  Whilst we wait for the marriage law to catch up to the 21^st century I think we will see more and more couples choose this option with a second, bigger celebration afterwards.  With the legal bit out the way, couples then have the freedom to stage a wedding ceremony on their own terms under the guidance of a celebrant.  

Wedding venues that can offer weddings over multiple days are becoming increasingly popular.  Venue hire is one of the biggest wedding expenses so couples want to get the most for their money.  Venues that can offer accommodation, whether it’s a bedroom or a tent pitch, enable couples to extend their celebration.  This also gives venues the opportunity to increase their income by offering additional entertainment and hospitality such as a BBQ the night before or a brunch the following day.  This is also appealing for guests, some of whom may have travelled some distance and may want to extend their stay rather than rush back home.  

Whatever the predictions for wedding trends in 2023, one thing is for certain, the wedding industry is still thriving and couples still want to get married in their own special way.  Each of your clients will bring their own set of needs and requirements for how they want to plan their wedding.  Be very clear on who your ideal couple are and the type of weddings your venue is best suited for.  Offer as much flexibility as possible but also be the expert and help guide your clients to get the most out of your venue.    

If you need any help planning your business strategy for 2023 and beyond then please do get in touch.

I hope you all have a great 2023.

Happy New Year! If, like me, today is your first day back in the office after an extended Christmas break then welcome back!  I try to plan an easy day for my first day back in the office after a holiday. This helps me manage my workflow; respond to emails, review where I left things and start planning ahead.  

This is also always a good time for you to check in with your team, make sure they are mentally and physically rested and ready and raring to go.  Share your plans and expectations, listen to their ideas and suggestions and support each other to achieve your goals.    

Christmas and New Year continue to be a popular time for couples to become engaged.  It’s also when most of us get some kind of break from our usual day-to-day life and when our thoughts turn to planning exciting events for the year ahead.  Hopefully with the result that your inbox will be inundated with enquiries over the next few weeks from hopeful couples wanting to find out more about your wedding venue, book a site visit and book their wedding date.  

Don’t let yourself become too overwhelmed by all this sudden activity after your break.  Here are a few tips to help you manage your workflow and give you some breathing space:

1. Make your sure your website is working well.

Your website is a great sales funnel and is perfectly placed to help filter all the serious venue shoppers. It will also help reduce the number of inappropriate enquiries, helping you to manage your workflow. Before any prospective clients will reach out to you, they are highly likely to view your website to find out more information about your venue.  Make sure your website is up to date with all the information they will need to know about your venue.  Make sure the information is easy to find, clear and concise. The more information they can find out here, the less questions they will need to ask and the quicker they can make a decision to dismiss your venue or move to the next stage and book a viewing.   For more information on how to create a wedding venue website that works well take a look here https://charlottewinship.com/create-a-venue-website/

2. Keep an online calendar.  

What dates do you still have available?  Create an up-to-date calendar on your website which shows your availability.  This will enable your clients to check if the date they want to book is available quickly and easily. This will save them time and help you manage your workflow.

3. Publicise your prices.  

One of the first questions couples always have is ‘How much?’ or ‘Can I afford you?’  Make it simple for them.  List your hire fees and any other costs on your website.  

4. Create an online brochure.  

A digital brochure that clients can access direct from your website is a much faster way for them to receive information from you and it is also a lot more environmentally friendly. Create a button on your website with a link to your brochure. Make sure your clients can find this quickly and easily and that you have enabled a digital form to capture their contact details so you can contact them afterwards. Your brochure should be an extension of your website.  Use lots of colourful images that best showcase your venue and your services.  Keep the text short and snappy but include all the relevant information that your clients will need in order to make an informed decision about your venue.  Eg. prices, facilities available, special conditions etc.  

5. Venue viewing appointments.  

Add an appointment calendar to your website that enables clients to book a venue viewing online.  You can create appointment slots to fit in around you and your other activities but this saves your clients having to phone or email to book an appointment and makes the process much quicker for you.

6. Virtual venue viewings.  

If your viewing appointments are stacking up then don’t risk losing important bookings because you don’t have capacity for any more viewings.  Create a virtual tour of your venue.  You will need to hire a professional and experienced 360 degree photographer or videographer to capture your venue.  Done well, this can create a realistic and immersive experience of your venue for clients to enjoy from the comfort of their own home.  This is also really helpful for clients who live too far away to visit your venue.     

7. Email templates.  

Of course there will be some clients who bypass all of the above and insist on sending an email.  Everyone expects a personalised reply.  But when you are repeating yourself multiple times a day then genuine enthusiasm can begin to wane.  Write a template which is suitable for the majority of your clients.  Think about the information that your clients will want to know eg. costs, inclusions, hire terms and conditions etc.  You can still personalise the introduction (make sure you spell their name right!) and respond to any unique queries but being able to copy and paste the main information will save you time.

8. Establish a CRM system (Customer Relationship Management).  

How are you going to stay on top of all the enquiries?  A good CRM system is really helpful to log enquiries including any specific needs and requirements.  You can track how your clients heard about your venue and use this data to find out how well your marketing strategy is working.  You can book a reminder to make a follow-up call or send a follow-up email.  This is also a secure place to hold their contact details and keep information if they decide to book your venue.  It is also invaluable if you have a large team so you can share information easily. There is software available to help you but if this is out of scope then a simple excel spreadsheet is also just as useful.  

If you need any more help or advice on how to manage your workflow and make your business work better for you then please do get in touch.      

As I write this in early October 2022, the economic future of the UK looks bleak.  High inflation, interest rates rising, a cost of living crisis and a government in disarray.  Across the hospitality industry we are already feeling weary from the hammering we took during Covid.  For some, 2022 has not been the panacea we hoped for.  Rising food and energy costs and staffing problems have all hampered our recovery.   If you are running a venue or thinking about starting a new venue then you will be right to be concerned and considering how you can attract venue bookings from clients who maybe feeling the pinch. But before YOU take a U-turn please do read on.

I am not an economist or a politician, nor do I have a crystal ball but like you I am a business owner and I do not believe there is ever a perfect time to start a new business (unless you happen to have a time machine or can see into the future).  The political and economic landscape right now maybe troubling but we live in a state of constant flux so the outlook today may look very different tomorrow.  I believe that if you have the opportunity, determination and a sound strategy then success is possible at anytime.    

I have worked in the events industry for long enough to know that whatever is happening in the world, people still want to hold weddings and events.  Indeed, the wedding and events industry contributes over £80bn to the UK economy.  £14.7bn of that is generated by weddings alone.  

We are not impervious to crisis as the last few years will testify.  Covid had an overwhelming impact on the events industry costing us billions in lost revenue.  However, we are resilient and 2022 has seen a resurgence of postponed weddings and delayed festivals.  And even during Covid we adapted.  We reduced numbers, we moved outdoors, we stepped up our health and safety processes and we even stepped foot into the world of virtual events.

Because, whatever else is going in the world, we still want to get married, we still want to meet our friends and colleagues face to face, we want to celebrate and we want to be entertained. 

It might be harder to attract new venue bookings right now but if you plan well, do your research, evaluate, invest wisely and have a policy of continuous improvement then there is still a market for weddings and events.  

There will be some of us who will fall by the wayside but I predict that these will be the businesses who have not adapted, who have not done the research and continue to offer run of the mill, lacklustre, functional, unappealing spaces with little in the way of customer service.  The businesses that do listen and develop and make wise decisions that offer fresh, unique, inspiring, extraordinary venues with their focus on delighting the customer will emerge stronger and maintain their venue bookings. They will also benefit the industry as a whole by encouraging more people to host events.   

Your venues are significant for the whole events industry.  For the caterers and florists, for the dress makers and food and drink producers, for the local taxi firms and photographers, for your staff and, most importantly, for your clients.   

Before any real planning can begin wedding couples and other events organisers need to secure a venue.  Choosing the right venue is crucial.  The venue is more than just a place.  It sets the scene and creates an ambience for the whole event. It helps attract an audience and inspires creativity. It offers comfort and a warm welcome.   

And because of this significance, and most importantly for you as venue owners, this means that a sizeable portion of the event budget is spent on venue hire.  

In 2021, the average spend by couples on their wedding was over £17,000 with a significant 40% (£7,000) being spent on the wedding venue*.  

Price has always been a primary factor in helping clients decide on their venue.  Now more than ever budgets will be tightened but this doesn’t mean that couples are on the hunt for the cheapest venue they can find.  The venue still remains important so will still command a high proportion of the overall budget.   What they will be looking for is best value for money and cheap does not necessarily mean good value.  

Consider the couple deciding to marry at home.  A ‘free’ and meaningful venue perhaps but not necessarily good value for money.   Without a dedicated event space they will need to spend significant sums on a marquee, decorating, hiring furniture, lighting and sound equipment, power and toilets. A dedicated, purpose built events venue on the other hand might cost them several thousand pounds in hire fees but they will save time and money from not having to build and organise their own venue at home.

How can you provide good value for money and attract venue bookings?

You need to focus on two things; offering great customer service and facilities that best serve your ideal client.

Great customer service is about communicating well with your clients.  Listening to their needs and responding promptly and considerately.  If you can’t directly supply what they need, explain early on in the planning process and if possible help them source it from elsewhere.  You might not be the right venue for them but they will remember you for your helpfulness and perhaps recommend you to a couple who ARE your ideal client.    Be as flexible as possible.  Clients want to enjoy the event planning process so help them avoid stress and even save them time by giving them all the information they need to have a successful event at your venue.  Don’t forget you are the expert so your input will be extremely valuable and save them time in the long run if you can help prompt questions and provide solutions early on.    

You might have the most beautiful palace but is it equipped for events?  What infrastructure do you need to deliver weddings and events that will best serve your ideal clients?  Anticipate the needs of your client and invest wisely in the things that they want and need the most.  What can you supply that will make their life easier?  An outdoor wedding or event will need a field which is easily accessible with well-drained ground in good condition.   They will need a temporary structure.  They will need power and water.  If you can’t supply these directly then direct your clients to other local and reliable suppliers.   

If you are converting an existing building into a dedicated space for weddings then bear in mind that, on average, most wedding parties are now in excess of 100 guests.  How many guests can you accommodate?  Do you have different spaces available for the ceremony and dancing?  Do you have an attractive outside space for outdoor wedding ceremonies?  How long is your hire period?  One day or the whole weekend?  Do you have a wedding licence?  Do you offer a bar service?  Do you have sound and lighting installed?  Do you have a kitchen for the caterer or can you supply the catering in-house?  Do you offer a wedding co-ordinator?  Can you recommend other local suppliers?  Do you have accommodation available on site? What furniture can you supply?     

The more services and facilities you can supply the more perceived value you will present to wedding and events organisers and the more likely they are to book your venue. It may also offer additional income.  Overnight accommodation or an in-house bar service are a good way to add value but also accrue income.  And remember to be explicit in telling prospective clients the value that you offer.  Keep an up-to-date list of what is included in the hire fee.  Share this list on your website and brochures.  Talk about your service and facilities when clients come for site visits.

Don’t forget to do research before you invest in services and facilities.  Talk to your competitors.  What services and facilities are they offering?  How much are they charging?  Listen and notice what your clients are asking for.  What is important to them?  Do they need additional accommodation?  Do they need state of the art audio visual equipment?  Do they still need furniture for an extravagant three-course wedding breakfast or would they prefer a more low-key buffet table or outdoor barbecue?  Discuss what is happening elsewhere in the industry with your suppliers.  What are they noticing?  The more information you can gather the more informed your investment decisions will be, the more value you can add for your clients and the more venue bookings for you.  

For more information about how I can help you plan your venue for success, take a look here.

*Hitched National Wedding Survey 2021

Images https://www.robingoodlad.com

Outdoor Weddings Are Here To Stay – The Government announce a permanent extension to licensed wedding venues.

After a robust campaign by members of the wedding industry, interfaith community and wider public, the Government have announced that outdoor civil weddings and partnerships at licensed venues will be made permanently legal in England and Wales from April 2022.  

This legislation will be a permanent extension to the temporary measures that were introduced in 2021 to enable couples to safely marry outdoors during the pandemic.

A government consultation found that 96% of respondents backed this permanent change.  93% also supported extending it to religious ceremonies.*  This change currently only applies to civil ceremonies and partnerships however further reforms to religious ceremonies are planned due to overwhelming support from all major faith groups.  

This is exciting news for the wedding and events industry and opens the door for couples to plan their dream outdoor summer wedding.

What does this mean for couples?

Couples are often looking for more meaningful ways to personalise their wedding and this change will give them greater choice and freedom to create a more authentic ceremony.  The legislation will allow couples the ability to exchange their vows in the open air surrounded by nature.  They must still book an approved venue but the venue licence will be extended to include all outdoor areas.  A woodland glade, a lakeside jetty, on a roof garden or a clifftop field overlooking the sea.  So many more possibilities!     

Before visiting wedding venues, couples should think about whether they want an indoor or outdoor ceremony.  If an outdoor ceremony is attractive then examine what outdoor space the venue can offer and whether it is suitable for the ceremony.  Consider seating space and accessibility as well as the aesthetic qualities of the site.  If the weather forecast is poor then what alternative ceremony venues are available?  Are they equal to the outdoor setting?  Could a temporary structure such as a tipi or marquee be erected to provide shelter and enable the ceremony to continue outdoors?  

The ceremony will still be required to be officiated by a Registrar and couples must adhere to the legal preliminaries including giving notice of their marriage or civil partnership and providing identification documents.  The ceremony must also include specific vows and be free of any religious influence.     

What does this mean for wedding venues?

Lots of calls from couples who have already booked the venue and are now thinking of changing their plans from indoor ceremony to outdoor ceremony!  

The venue will still be required to have a licence to conduct civil weddings and partnerships on their premises but the licence will no longer be restricted to indoor spaces.  The licence will be extended to include all outdoor spaces provided that the areas are ‘seemly and dignified’*.   This will be determined by an assessment undertaken by a Registrar from the Local Authority.  ‘Ceremonies will now be able to take place fully outdoors or under a partially covered structure.’*   

All venues should consider what outdoor spaces they can offer for wedding ceremonies.  The more outdoor wedding options venues can offer their couples the more value they add.  Venues that can offer a larger variety of outdoor spaces with multiple appeal will stand-out.  Larger estates may have endless options from formal gardens to more bohemian wild woodlands but urban venues can also compete with courtyard gardens and rooftop vistas.  

Think about the aesthetic qualities of the space you are offering.  What is the appeal to couples wishing to marry outside? Does it offer the romance of a showstopping view, a unique or unusual setting or breath-taking beauty.  Venues should consider investing equal time and money into developing their outdoor areas as they do their indoor areas.   

As well as creating the wow-factor, also ensure your outdoor spaces are accessible and suitable for ceremonies.  How many guests can you safely and comfortably accommodate in the outside space?  How will guests get to the space?  Does the space offer privacy or is it overlooked?  Will you need to pacify any neighbours fearful of outdoor weddings?  Are your gardeners worried about the flowerbeds?  Will you need to leave a field fallow to enable alternative usage?    Remember that requirements for public access will also remain.    

What does this mean for Registrars?

Please bear with your local Registrars.  No doubt they are still learning about what the change in the law means and how best they can support venues and couples.  Speaking to my local Registrar this week, they had only found about this change when we did and are catching up on the ramifications themselves.  If you are planning to offer outdoor spaces alongside your approved indoor venues, please do inform your Local Authority well in advance.  If you are a couple planning an outdoor civil marriage or partnership ceremony then also let your registrar know as soon as possible.  They may need to come and visit the site to ensure it is suitable.  They will also likely be inundated with similar requests from couples and venues so be prepared to wait for a response.  

Future Wedding Law Reform.

This change in law is also encouraging news ahead of the publication of the Law Commission’s report into the proposed reform of the Marriage Act.   A final report is expected in July and is intended to provide recommendations for a ‘reformed law of weddings that will allow couples greater choice within a simple, fair and consistent legal structure.’**  Principally we hope that the reform will remove any unnecessary regulation and increase choice for couples.  Consideration is being made to the legal preliminaries required before the wedding, removing the restrictions on where a wedding can take place, who can solemnize a marriage, if specific vows are required and how marriages are registered.  

The anticipation is that a reform will offer couples more freedom and inclusivity than ever before to choose how and where they conduct their marriage or partnership ceremonies:

• Instead of venues being licensed, an officiate could be registered with the Local Authority.  This could be a humanist or independent celebrant, church minister or civil servant who can meet certain stipulations.  A similar officiate system is already in place in Australia and New Zealand.  
• Couples could be able to choose a meaningful place to conduct their ceremony rather than an approved venue.  This could be anywhere; at home, on a beach or in a church.  
• Couples could be able to decide a style of ceremony that reflects them and not the state or church and choose authentic words, personal to them.  
• Couples could also have the opportunity to combine a secular ceremony with a religious ritual.  This would be an important and inclusive change in our multi-faith society.  Families become joined through marriage which can often create complications if each family has a different faith or belief.  
• This reform may also help make weddings more affordable as couples are saved the cost of hiring an approved venue.  

The Marriages and Civil Partnerships (Approved Premises) (Amendment) Regulations 2022 will come into force on 6^thApril 2022.  

For more information about outdoor weddings visit:

*https://www.gov.uk/government/news/outdoor-civil-weddings-and-civil-partnerships-made-permanent

** https://www.lawcom.gov.uk/project/weddings/

Biophilia is a term used to describe our instinctive human attraction to the living world and has recently become an important aspect in venue design.  The term was first used by Erich Fromm in the 1960s to describe a psychological orientation of being attracted to all that is alive and vital.  In his book Biophilia (1984), American biologist Professor E. O. Wilson hypothesized that humans possess ‘an innate tendency to seek connections with nature and other forms of life’.  ‘Because the living environment is what really sustains us’.  

Since the industrial revolution and mass migration to urban centres, our connection with nature has gradually diminished.  We travel to work underground; to artificially lit, grey, airless, windowless boxes; to spend hours staring at a screen; in towns and cities where the value of green has become outweighed by the value of real estate.  This man-made existence fights against our biophilic tendencies rooted in our human biology and could explain why so many seek to escape their urban lives for the sanctuary of the countryside or coast.   Work related stress and anxiety is the leading cause for ill-health and sickness absence in Britain.  Stress, depression and anxiety accounted for 17.9 million lost working days in 2019/20^.  

Our need to embrace nature and the associated benefits have been discussed widely.  In 2021, a report by the Mental Health Foundation surmised that ‘Our relationship with nature – how much we notice, think about and appreciate our natural surroundings – is a critical factor in supporting good mental health and preventing distress’.^.

There have been numerous studies into the positive impact that having close contact with nature can have on our physical and mental health, wellbeing and performance.   Reduced stress and anxiety, increased happiness, relief from mental tiredness and improvement to our focus and attention span.  A relaxing walk in the woods, an invigorating run in the park or a refreshing swim in the sea can help lower your blood pressure and reduce your heart rate. Research by the Norwegian Institute of Public Health and the Norwegian University of Life Sciences in 2009 concluded that ‘an environment devoid of Nature may act as a discord’ (ie. Have a negative effect).  

But for those of us who do not have regular access to large green or blue spaces, how do we connect with nature?  

Throughout human history we have had a predisposition to nature; bringing plants into our homes, displaying landscape paintings and drawings of the natural world and coveting ownership of green spaces.  Artists and designers have drawn on nature for inspiration for many thousands of years and there have been widespread campaigns since the nineteenth century for the need for greenspaces in urban landscapes for health reasons.  

As the biophilic design movement has gathered momentum architects around the world have developed structures and interiors incorporating natural elements that bring their inhabitants closer to nature in their life and work.  Natural lighting and ventilation, living walls, roof gardens and organic materials often feature in modern architectural design.  The simple inclusion of a garden and windows in a venue design scheme can enable inhabitants to access daylight, helping our circadian rhythms to function.  Consideration of airflow and temperature and incorporating water and plant life into interior design can all positively influence feelings of comfort and relaxation whilst reducing stress and fatigue, promoting healing and encouraging focus, creativity and concentration.  

If you lack the budget for a ‘Grand Designs’ abode, introducing pot plants to your living and working spaces, switching off artificial lights and enjoying the natural light from windows, incorporate features such as natural wood and organic fibres and stepping outside everyday can all help you achieve a happier existence.  Nature is everywhere, even in concrete jungles!  

With wellbeing high on everyone’s agenda after the last two years, how do we incorporate Biophilia to hospitality and events?  

Biophilic Weddings and Events

For many couples an outdoor wedding is their dream.  A warm Summer’s day, within a verdant garden surrounded by fragrant flowers; a woodland setting immersed in bird song and tree creatures; or on a beach, sand between your toes, listening to the waves lapping the shore.  A multi-sensory experience of natural views, scents, textures and sounds.  

Venues that can offer a direct connection to nature are in high demand.  Draw attention to your garden or woodland ceremony spaces, natural vistas, proximity to water and any near-by wildlife.  

Indoor or more urban venues can also create a connection with nature using the natural textures of stone and wood in their interior venue design and furnishings combined with plenty of natural light, good air flow and thermal balance.  

Wildflowers and foliage, potted trees, rustic furniture, reclaimed wood, natural fabrics, fire and candlelight all add to indoor biophilic ambience.  

Wellbeing events are becoming more popular than ever.  Organisers want to create a successful event and will be looking for venues that ideally offer the benefits of outdoor spaces and connection with nature.  Outdoor yoga workshops, mindfulness retreats, and wellness festivals will actively incorporate aspects of biophilia to their programmes.  

Companies wanting to unite their workforce again after lockdown and homeworking are looking for inspiring venues and activities that will rejuvenate their team.  Outdoor pursuits that offer them the opportunity to bond in nature are highly coveted.

Biophilic Venue Design

Temporary canvas structures such as marquees, tipis and yurts all offer a biophilic advantage.  A portable venue design that can be erected in any outdoor space, offering direct contact with nature and the opportunity and freedom to create a totally immersive natural experience.  

Tipi Spaces hire ivory-white tipis and tents for weddings and events in the West Country.  Director Shane Martin says, “The idea for creating outdoor wedding venues was born out of our own love for outdoor adventures, gatherings and celebrations.  At home in the garden, at festivals or remote spots around the UK and further afield.  We have lots of happy memories of spending time with family and friends outdoors, playing music, telling stories and sharing a meal around a fire and beneath a starlit sky.  Uniting all these experiences has been the element of space in nature and freedom beyond the confines of indoors.” 

Permanent venues can also offer a deep connection with nature.  The Gillyflower at Elmore Court is a “future-rustic” dinner and dancing venue that has been designed with biophilic principles at its heart.  Walls made from Rammed Earth, timber sustainably sourced directly from their own woodlands, floor to ceiling windows that frame the countryside views and a meadow roof that blends the building with the surrounding nature.   

In-Spira are innovative company based in East Sussex specialising in the design and manufacture of garden rooms.  Their venue design is based on biophilic and organic principles that compliment the natural landscape.  Their original design is based on Fibonacci’s sequence which is used to describe certain shapes in nature such as shells, sunflowers and galaxies.  Their rooms are flexible and can be designed to make any shape or size to fit a specific purpose or location whether it is a home office or art studio, sleeping accommodation or meeting room.  The curved walls wrap around you creating a cocoon and providing a feeling of security.  The timber interior and exterior blend into the natural environment providing a visual, tactile and olfactory connection with nature.  The room captures natural light from the roof-light above and the windows framing the views outside. Chief designer, Brian Martin: “Biophilic design allows us to create working and studio spaces that take cues from nature, natural forms and environments and instil these qualities in the room itself promoting wellbeing on a number of metrics and leading to better focus and creativity”. 

Biophilic Accommodation.

Camping and glamping accommodation come in all shapes and sizes offering guests the opportunity to connect with nature and detach from the artificial world.  There have been some extraordinary and inspired biophilic design developments in the past few years from hanging tree pods to floating cabins and earth burrows.  

Secret Water at Hippersons Boatyard in Suffolk are the first luxury floating glamping pods in the UK offering a unique biophilic experience.  They provide direct access to the Southern Broads for you to immerse yourself in river-life.  

The Glamping Burrows at The Quiet Site in the Lake District are large underground living spaces with views over the Ullswater Valley.  Energy efficient, secure and virtually invisible, they offer true sustainable accommodation for the most discerning eco-hobbits.  

The Tree Tent at Pennard Hill Farm in Somerset is a suspended spherical structure strung between two trees overlooking the Mendip Hills, enabling you to truly get amongst the birds in this beautiful woodland setting.

Biophilia and Sustainability

The best thing about Biophilia trend is that it goes hand-in-hand with sustainability.  By adding more nature to our lives, we reduce our reliance on our man-made lifestyle.  By embracing the natural world and enabling more human connection with nature we are creating opportunities for people to be inspired to help preserve the natural world whilst supporting their own wellbeing.  As E.O Wilson proclaimed, ‘Nature holds the key to our aesthetic, intellectual, cognitive and even spiritual satisfaction’.

For more helpful ideas on how you can transform your venue, please do get in touch.

Recently I have been helping a wedding venue identify opportunities to develop their business, increase bookings and increase their revenue.  One of the areas for improvement we identified was their venue website.  

Venue Marketing in the Digital Age.

I started my career when digital media was still in its infancy and websites, online listings and social media barely existed.  

Nowadays, for most of us, life without a digital presence is unimaginable.  Our marketing purpose has always been to create engagement and build relationships but social media and web marketing have revolutionised our marketing strategy and made reaching and engaging with a distant audience much more achievable and straightforward.

For good or bad, the immediacy and visual nature of the digital age means that we need to regularly maintain our presence and appeal.  This means refreshing your online content regularly and listening to and understanding your audience to be able to position yourself and enable them to find you. 

Your social media activity acts as a conduit to your website.  Your website acts as a sales channel.  Your social media is the street crier voicing encouragement for passers-by to visit your website.  Your website is your digital shop front virtually displaying your venue and enticing those prospective clients to visit you and make a booking.  The two work together.  You can spend hours every day uploading engaging content to your Instagram account but if your website is out-of-date then it could be thwarting all your efforts.  

So what elements do you need to incorporate to create a venue website that works well?  

1. Research and Development

In a busy marketplace, creating a venue website that works well and helps you stand-out from the crowd is a must.  It pays to do your research and have a clear strategy.  Review your competitors’ websites.  Which one is your favourite?  Why?  Be very clear on who your audience is, who you are aiming to reach and how your want them to perceive your venue.  What sets you apart from other local wedding venues?  What is your identity?  Do you have a distinctive brand?  How will you incorporate this into your website?  What functions do you want your website to perform?  Is it going to be a simple brochure style website or would you like visitors to have access to an up-to-date availability calendar?  Set a budget.  As with many things, you pay for what you get.  An off-the-shelf web template is fine and a more affordable option.  There are so many different styles available now that you will find one to suit you and your venue.  Beware of any limitations and consider the longevity.  A bespoke website from an experienced and talented web designer offers the most flexibility both in design and functionality.  It can also sometimes be more cost effective if it is designed with the capacity to adapt as your business develops.  It also enables you to stay focused on the business of running your venue and not web designing!  

2. Visual Content

A picture is worth a thousand words.  We process visual information far more quickly and easily than text information.  This means that when your audience visit your website they are looking for images that will give them the information they need to make an informed decision.  They want to see key elements of your venue and be able to picture themselves marrying there.  Your pictures need to appeal to your ideal audience.  They need to be up-to-date and of high quality.  It pays to be on good terms with your couples and their photographers.  Ask them for permission to share their photographs on your website and social media.  Most will be very happy to accommodate in return for a mention and credit.  Tell a story with your photographs. Consider adding video content.  Ask your couples to share their wedding film.  Their videographer may even provide you with edited highlights.  A virtual tour is also a great investment particularly for venues that regularly attract couples from further afield and may not be able to easily visit your venue in person.          

3. Text Content

Sadly these days, many of us are time poor and wedding planning is yet another time thief.  Make it as quick and easy as possible for your audience to gather information about your venue.  Text that is quick to scan and easy to digest is a winner.  Speak to your audience.  What tone will you use?  Relaxed and familiar or formal and professional.  Use short paragraphs that give specific, essential information such as location, capacity, facilities and costs.  Quick bullet points listing what’s included in the venue hire.  Don’t go into too much detail.  Save longer explanations for your brochure.  

4. Simplicity

Keep your website simple.  Your audience is at the start of their relationship with you.  They don’t want to be overwhelmed by too much information.  Remember your website is the introduction and the tool that your audience is using to decide whether to book a viewing.  Remember couples look at hundreds of venues online but only choose a few to visit.  The website should serve to help your clients make a choice and choose you!

5. Emotive Experience

How do you want visitors to feel as they navigate your website?  Confident in you as venue operators?  Awed by your appearance and facilities?  Inspired by the options available?  Curious to visit and find out more?  Determined to book?  

6. Strategic Direction

Your website should have a strategy.  Your ideal client has found your homepage.  Now what?  Your website should take visitors on a journey.  You are the guide.  What path do you want them to follow?  What do you want them to do next?  Be explicit.  Your audience is not stupid but they do need you to be clear to the point of obvious.  They are busy people and don’t want to spend precious time decoding your website.  Don’t hide methods for them to contact you.  Actively encourage them to call or email you.  Make it easy for them to book a site visit.  Share availability calendars.        

7. Search Engine Optimisation (SEO)

With over 1 billion websites in the World you would be remiss to spend money investing in a shiny, new, brilliant website and not giving any consideration to SEO.  The intricacies and subtleties of SEO are unending but having a basic understanding of how SEO affects your web presence and a few tools to enable your audience to find your website are invaluable.    If I am speaking a foreign language then there are plenty of resources available providing more information and training as well as numerous SEO experts who can help you get to page one of Google.  

If you need further help to create a venue website that works well or any other aspect of marketing or venue management then please do get in touch.  I offer a free, no obligation, 30-minute introductory call. To find out more about how I can help your venue please click here.   

*Featured image courtesy of Laura Dean Photography and Hope Farm Dorset

One of my favourite parts of my job is the site visit or show round.  And I don’t mean the perfunctory operational aspects of venue sales: how your event will flow or the best places to put a flower arrangement, or where to put the band, or where to put the bar or any other functional event needs.  This stuff is important of course.  You want your client to be able to visualise their event in your venue and know how you and your venue operate. 

Venue sales is about engagement

More fun was seeing my clients arrive at the venue for the first time, their first impression, their sense of arrival, their experience of the location and the atmosphere.   Giving them a warm welcome before beginning my show! Venue sales is about engagement and how successfully you can immerse your client into the opportunity you are providing them.  Giving them an emotive experience is gold.  When they get a shiver down their spine as something sparks an emotion: joy, love, wonder, awe, intrigue; then you have them hooked. 

Enthuse your clients

I have always had a fascination for history (I even got a BA in it!) and I am very fortunate to have been able to combine my passion for the past with my passion for parties and events.  Having the opportunity to walk in the footsteps of our ancestors, imagine what their experience would have been like and hear stories of their lives.  These stories became a large part of my venue sales patter.  Reeling off names and dates, stories, anecdotes, mysteries and intrigue helped me enthuse my clients and compel them to fall in love with my venues as much as I did.  By taking the time to share my excitement and enthusiasm for the venue, telling the story, the history, how it came to be and perhaps sparking their imagination of how their event can become part of the story of the venue I would win my clients hearts and minds and bookings!

Express the uniqueness of your venue

Sadly we haven’t been able to do much face-to-face interaction lately and have had to find more remote ways to engage our clients and share the wonder of our venues virtually.  Our words are more important than ever for expressing the uniqueness of our venues.  Because no two venues are the same.  Each has a unique location, a singular view, an aspect that sets it apart from the rest, a history and an experience that nowhere else can provide.  Each has humanity: the people who built and designed it, the people who lived and worked there, the people who have partied and dined there and the people who poured their heart and soul into transforming it into a wedding and events venue.  Learn their stories and your venue ceases to become just a beautiful shell but a place with a past purpose and a future legacy.         

Every venue has a story

Even the most modern and industrial of buildings can tell a tale.  One of my favourite venues is Cockatoo Island.  It has a chequered history. Originally as a convict penitentiary for repeat offenders, then a quarry, a shipyard and finally a naval dockyard.  It is now one of the most important cultural sites in Sydney hosting the Biennale, art and music festivals and various Hollywood film crews.  It’s ugly, grubby, dilapidated, utilitarian and difficult to get to (you need a boat!) but it has an amazing $MILLION Sydney Harbour view and 100s of storys! 

It doesn’t matter if you’re selling a palace or a barn or a factory.  Everywhere has a story to tell. Find that unique quality that only your venue possesses, share your passion, tell your story, weave magic, intrigue and instil a little humour.  How you articulate that story can help you engage with your clients and leave a lasting memory in their hearts and minds.  

(And, as my husband often likes to say to me, never let the truth get in the way of a good story!)

If you need help weaving your stories into your sales patter or any other venue sales advice, then please do get in touch.  More information about my experience and expertise can be found here.

Marketing for venues is about reaching out and showing up.  It is about making your venue visible to the people you want to see it.  It is also fundamentally about building relationships with your customers.   It’s about making your venue stand out from the competition and be memorable (for the right reasons!).  It’s about telling a story that creates an emotional response.  It’s about showing your audience that you understand them and their needs.  It’s about giving them an experience.  It is about persuading an audience that your venue is so desirable that they have to book it.

Marketing for venues is about reaching out to your customers.

I moved to Devon from Australia nearly five years ago.  I didn’t know anyone in the small village we settled in.  I could have stayed not knowing anyone, remained invisible and made little effort to make any acquaintances.  But this would not have fulfilled me or helped my family settle into our new home.  For my sake and theirs, I knew I would have to make the effort to make some friends, so I set about finding ways to meet people and introduce myself.  Gradually I got to know a few people, talked to them, listened to them, found some likeminded individuals and we became friends.  I have spent lots of time with these people over the past five years and now count them as some of my best friends.  They know me, I know them, we hang out and enjoy each other’s company.  We have a transformational relationship.  Each fundamentally benefitting from the other.

I have told this story to demonstrate how by reaching out and making your venue visible (marketing) you can form relationships with people.  Not everybody you reach out to will become your friends (customers) but unless you make some effort, you won’t find those worthwhile relationships.  If you simply sit and wait for the phone to ring, chances are it won’t.  If your ideal customers don’t know your venue exists then how will they find it?  You need to go out into the world and introduce your venue.    Once you find those ideal customers then you need to maintain the relationship.  Don’t just turn up once and expect a call back.  You need to keep showing-up regularly and consistently to make a lasting impression.  Then the party invitations arrive and you know you’ve made it into the inner circle! 

Marketing for venues requires forming transformational relationships.

In business, relationships can be purely transactional.  I need something, you’ve got something, you’re willing to sell it to me for a price, I am willing to buy it at that price, I pay you, you give me, we each go our separate ways, happy that we each got what we wanted from the relationship (eg. Tesco).

However, venue sales relationships can be a lot more complex.  Understanding your ideal customer; what they want, what they need, who they are, where they come from, what they like, what they dislike; helps you develop a stronger relationship with them and ultimately wins you their business.  Many business transactions are made on trust.  How do you build trust?  You show up regularly and on time, you deliver consistently and to a high standard, you are responsive and flexible.  You build a transformational relationship which ultimately becomes much deeper than the basic transaction (eg. Apple).  Your customers are convinced that by booking your venue their wedding is going to be the best wedding ever! 

Methods of marketing.

The world of marketing has changed massively in the last twenty years.  When I started in my career, the world wide web was still in its infancy.  We were using email but a lot of business was still done over the phone and by snail mail.  Businesses were beginning to recognise the importance of websites but social media was unheard of.  Most of our advertising was in print.  We invested much more heavily in PR, networking, exhibitions, word of mouth and brazen sales calls.  My clients knew little about me personally but trusted my business services based on my reputation and consistency.    

Now in a digital era of social media, reality TV, blogging, vlogging influencers, our potential reach is infinite and affordable.  You don’t need a multi-million pound marketing budget to gain traction.  Marketing for venues can be highly effective with a basic understanding of social media platforms and website optimisation. 

The fundamentals of marketing for venues hasn’t changed.  It’s still about reaching your ideal customer, developing a relationship and persuading them to buy from you.  It’s just been made a lot easier thanks to complex algorithms that help you target more accurately the people you want to meet.  You still need to show-up consistently and frequently but it is now much quicker to find your ideal customer.  No more blanket wedding magazine advertising in the hope of finding that perfect customer.  You can hone your venue marketing strategy to target the demographic who you know your venue will appeal to. 

Online content and social media give venues the opportunity to get in front of their ideal customer and build relationships even if they’re in another part of the world.  You can show your customers that you are like-minded, you understand them, you can meet their needs, you will exceed their expectations and that you are trustworthy.   Just keep showing up! 

I have over twenty years’ experience managing venues in London and Sydney and have transformed venues from good to great.    If you need help reaching your ideal customers, maximising sales opportunities, increasing profitability, establishing an effective team or streamlining your venue operations then I would love to hear from you.  My vision is to use my expertise to support you to success. If you would like to find out more about how I can help with your marketing, or any other aspect of your venue business, then please follow this link for further information.