Special Events | Summer 2025

2024 State of the Industry

EXCLUSIVE: Summer events without the burnout (p. 50)

STAYING TRENDY

THE RISE OF MULTI-DAY WEDDINGS P. 10 STRIKING SUMMER FOOD & BEVERAGE PAIRINGS P. 32

THIS ISSUE SUMMER 2025

VOLUME 43 NO. 2

COVER STORY

COVER STORY 22 HOW TO INFUSE THE LATEST TRENDS INTO YOUR EVENTS The do’s and don’ts of trend incorporation

COLUMNS 04 Editor’s Page Establishing boundaries 50 The Last Word Summer events without the burnout DEPARTMENTS 06 Business of Events Breaking down how tariffs are impacting the industry 08 Marketing & Media Do you know who’s using AI behind your back?

10 On Trend Inside the rising trend of multi-day weddings 20 Tech Talk Optimize your website and portfolio beyond the pretty 32 Food for Fetes Summer food & beverage pairings to wow at your next event 38 Confetti A look at a Gala award-receiving mountaintop dream event 46 Steal This Set the scene with eye-catching atmosphere talent

ON THE COVER: Elaborate after parties are quite popular among multi- day wedding celebrations, like this one featuring a Cyr wheel performer. Turn to page 10 for more on this trend. Photo courtesy John & Joseph Photography

SPECIAL EVENTS SUMMER 2025

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EDITOR’S PAGE Establishing Boundaries

A recent New York Times article reported the tale of a couple of Chicago and Philadelphia newspapers that hired a freelancer to put together a Special Section: a recommended summer reading list. The freelancer used generative AI to compile the list, he turned it in, and voila! Published. The problem was… many of those books did not exist, though they were attributed to recognizable, best-selling authors. Noted The Times , “While generative AI has improved, there is still no way to ensure the systems produce accurate information. AI chatbots cannot distinguish between what is true and what is false, and they often make things up. The chatbots can spit out information and expert names with an air of authority.” The reading list also included quotes from “unidentifiable experts.” Yikes. In Christie Osborne’s latest column, she addresses the positive and negative aspects of Artificial Intelligence as used in the event industry. And don’t get me wrong, there are a lot of positives to embracing this type of technology. However, we would all be wise to read her piece, beginning on page 08, to grasp the clear boundaries that must be established before we dive in. As we hit the fever-pitch of summer and early fall social gatherings, you may still be working with your clients to develop details that will make their events uniquely remarkable. Should your clients be pushing for the latest trend, while you struggle to maintain your professional composure, you will find Amanda Nicklaus’ article Staying Trendy to be of great help. Incorporating the wise advice from noted industry vets Kristin Banta, Brian A M Green, Jaclyn Watson, and others, author Nicklaus’ take on using trends organically will help you stay the course. Finally, Kate Patay’s suggestions for self-care during the busy season is spot on. Look for it starting on page 50. Have a terrific summer!

Kathleen Stoehr Director of Community & Content Strategy

WEBSITES specialevents.com catersource.com informaconnect.com/catersource-thespecialevent/

CONTRIBUTORS Meghan Ely, Katie Mast, Christie Osborne, Kate Patay

Director of Community &

Content Strategy Kathleen Stoehr, kathleen.stoehr@informa.com Content Editor Amanda Nicklaus, amanda.nicklaus@informa.com Senior Content Producer Amber Kispert, amber.kispert@informa.com Director of Design Sarah Kolcheck, sarah@nxtgennetwork.com Sales Director Michael Lindahl, michael.lindahl@informa.com Sales Account Executive Kevin Hacke, kevin.hacke@informa.com Ad Operations Specialist Lauren Loya, lauren.loya@informa.com

Special Events magazine is published quarterly by Informa Connect Foodservice Group, 650 Third Ave, 22nd Floor, New York, NY 10158. Subscriptions: Go to specialevents.com and sign up to receive Special Events’ quarterly issues and/or monthly e-newsletter products. Reproduction in whole or part without written permission prohibited. ©2025 Informa Connect Foodservice Group. All rights reserved.

SPECIAL EVENTS SUMMER 2025

Leading Caterers of America (LCA) is comprised of the top caterers and event venues in the United States and Canada . When you need a caterer to make your next event exceptional, perfect and delicious, choose an LCA caterer.

Planning something special? Let the best of the best in all things events be your guide.

Nonprofits Galas and fundraisers are key to the success of most charitable organizations. With a focus on achieving positive financial and membership goals, the LCA is highly attuned to the needs of charities. The LCA is a great resource for all of the necessary components to make nonprofit events successful.

Corporate LCA specializes in corporate events of all types - marketing, celebratory, client related, employee morale, and others. Whether held in the host’s facility, or in an off-premise location, LCA members are able to deliver a high value corporate event experience.

Weddings At its collective portfolio of some of the most desirable wedding venues in the United States and Canada, the LCA caters many thousands of weddings annually. Most LCA members have dedicated wedding specialists on staff to ensure this most important day is executed flawlessly, no matter the level of complexity.

Social Bar and bat mitzvahs, First Communions, quinceañeras,

retirements and graduations, and even funerals are all important life cycle events. Superb food and service are crucial to making these events special and memorable, and the LCA is a perfect resource for those products.

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Photo courtesy Blue Plate Chicago

Photo courtesy Tim Tab Studios and Catering by Michaels

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Photo courtesy District Events & Catering

Photo courtesy Mandee Rae Photography and DSquared Hospitality

Photo courtesy Kelsey Travis Photography LLC and Partyman Catering

Learn more at LeadingCaterers.com • info@leadingcaterersamerica.com

BUSINESS OF EVENTS

How Tariffs are Impacting the Industry

By Meghan Ely I f you’ve noticed prices creeping up on event impact the wedding and events industry, from specialty items to everyday supplies. For planners, designers, and vendors alike, these added costs are shifting how we budget, source, and plan. In this article, we’ll break down how industry pros are adapting to stay ahead. Where tariffs are hitting hardest essentials, you’re not alone. A recent increase in tariffs on imported goods is starting to Are you noticing that your go-to supplies and gear are suddenly more expensive or harder to source? Tariffs on imported goods are making a dent in the cost of doing business for many event pros, especially those who rely on international products. “For us in photography and videography, it’s been equipment and production gear that have seen the biggest impact,” confirms Craig Peterman, Owner of Craig Peterman Photography & Videography. “Cameras, lenses, lighting gear, memory cards, all those little essentials have gotten more expensive. Even things like hard drives for storing client footage or batteries for our gear are costing more than they did just a year or two ago.”

And it’s not just gear. Those in product-based sectors like florals are feeling the squeeze just as quickly. Joan Wyndrum, Co-Founder of BloomsByTheBox.com, shares, “As a provider of flowers directly from the wholesale/grower market to our [couples], the impacts on our business were immediate. Unlike other industries where there may be some inventory stateside that is delaying the impact to consumers, the floral industry’s inventory rollover is very short.” From high-tech equipment to fresh blooms, these added fees are trickling down fast, forcing pros to get creative about managing costs. Adjusting pricing to keep up Rising prices naturally raise a big question: how much of that increase do you absorb, and how much do you pass on to your clients? It’s a tough balance. “As our suppliers have done, we have priced to absorb some of the increase, but it’s simply not feasible to sustain the full impact of the tariffs,” notes Wyndrum. “The inescapable fact is that the effect of the tariffs across all industries will be felt by the end user—the consumer.” Some businesses have started making gradual price adjustments to account for new supplier costs, while others are introducing small service fees or revising package

It’s not about squeezing

clients—it’s about staying sustainable and delivering the same quality experience without

compromising your business.

SPECIAL EVENTS SUMMER 2025

options. It’s not about squeezing clients—it’s about staying sustainable and delivering the same quality experience without compromising your business. Staying profitable in a shifting market When the landscape shifts, the most successful pros are the ones who stay nimble. Instead of relying on one supplier or sticking rigidly to past processes, many are turning to more resilient strategies. Peterman says, “Build strong relationships with multiple suppliers so you’re not stuck if one brand or shop gets hit harder by tariffs. Also, try to stay flexible; clients care about results, not what problems you are having behind the scenes. Focus on delivering incredible work and adapt behind the scenes as needed.” Other small business owners are taking a similar approach by staying alert and making mindful decisions. “For now, as a small business, I’m personally just trying to stay

mindful, keeping an eye on costs, planning ahead for gear upgrades, and being thoughtful about how this might be affecting both my business and my couples,” explains Pamela Tatz, Owner & Lead Photographer of Pamela Tatz Photography. “We’re all navigating this in real time, and I think that staying adaptable is key.” It’s also about mindset. Rather than panicking, vendors should focus on being resourceful and continuing to provide standout service. What (and how) to share with clients Most clients don’t want to know about tariffs or production delays. Instead, they want a seamless celebration. That’s why many vendors are handling behind-the- scenes hurdles quietly, keeping the client experience front and center. Peterman confesses, “Honestly, we don’t bring up tariffs at all. Clients come to us for a stress- free experience, and they don’t want to hear about supply chain problems. Instead, we frame

everything around quality: that we’re committed to using the best tools and tech available, and that’s why they’re getting top-tier photos and films. We manage rising costs quietly on our side.” Tariffs are just one more curveball in an industry that’s always evolving. While we can’t control rising costs, we can control how we respond—by staying adaptable, transparent, and focused on delivering great work. The more we support each other and keep the client experience at the top of our lists, the better equipped we’ll all be to weather these shifts together! Editor’s note: For this article, Ely referred to The Comprehensive Guide to Tariffs for Wedding Pros by industry consultant Think Splendid ® and recommends other event pros read it as well. Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker and a self-professed royal wedding enthusiast.

SPECIAL EVENTS SUMMER 2025

Do You Know Who’s Using AI Behind Your Back? MARKETING & MEDIA

The cadence is off. Your empathy, wit, or edge? Gone. Nobody flagged it, and it goes out anyway—flat, forgettable, and off-brand. Brand erosion rarely starts with a rebrand. It starts with small, unnoticeable misfires. Why this matters: Out-of-the box AI tools default to generic. Without brand voice training, they flatten what makes you stand out. Even one off-brand touchpoint can: • Confuse your audience • Cheapen your positioning • Dull hard-earned trust What you can do: Create a lightweight brand voice guide and make it required reading. Include: • Sample copy in your voice • Phrases you use or avoid • Tone guidelines (e.g., no fluff, kind but sharp) • Plain vs. technical language cues Use these to “prime” AI tools, or instruct your team to. If you’re using AI on behalf of your brand, it should sound like your brand. IP contamination: when “inspiration” becomes exposure The marketing expert you hired is trying to scale with AI. To save time, they pull from your original work—those heartfelt captions, your welcome packet, or that custom strategy you paid thousands for. They drop it into ChatGPT to “get a head start.” Once content enters a public AI tool, you lose visibility into how it’s stored, reviewed, or used. Why this matters: Your originality is your brand. Feeding key content into a public tool is like handing your secret sauce to a third-party kitchen—with no way to see who’s remixing it. At best, another vendor

By Christie Osborne A rtificial Intelligence (AI) isn’t coming for the event industry. It’s already here—in proposals, timelines, nurture emails, and social media captions. It’s baked into tools your team already uses: Canva’s Magic Write, Grammarly, and even email apps. Large Language Models (LLMs) like ChatGPT and Claude are increasingly used across teams—from marketing to administrative. While that might feel like a productivity win, few rewards exist without some risk. When someone uses AI in your business without your knowledge, you might be exposed to that risk: of brand erosion, IP leaks, and low-level inconsistencies you can’t easily trace. Managing that risk depends on transparency, boundaries, and control—the same principles you apply elsewhere in your business. Brand drift: losing control of what makes you unique Say a team member uses AI to write your newsletter. The copy is clean. The grammar? Flawless. But it doesn’t sound like you.

When sensitive data—like financials, client names, or project history—is pasted into tools like ChatGPT, it’s now in a system you can’t audit, trace, or permanently remove.

SPECIAL EVENTS SUMMER 2025

That matters; not just ethically, but legally: • In the U.S., consumer data privacy laws (like California’s CCPA) require careful handling of client information. • In the EU, under GDPR, even uploading personal data to a platform without appropriate safeguards could constitute a breach. What you can do: A one-page internal AI policy document is sufficient to get you going. It should define: • What tools are allowed (public vs. enterprise) • What data is off-limits (client info, financials, strategy docs) • What must be reviewed by a human • What AI use must be disclosed Build it into: • Employee onboarding • Vendor contracts • SOPs and project workflows • Quarterly team check-ins You don’t need to be an AI expert to lead; you just need some structure, transparency, and clear boundaries. Creating an AI policy keeps you in control of your brand voice, your client experience, and the standards that set your business apart. It’s not about fear or avoidance. It’s about ensuring your tools, team, and tech align with your values. Christie Osborne is the owner of Mountainside Media, a company that helps event industry professionals and brands develop scalable marketing strategies that bring in more inquiries and leads. Christie is a national educator with recent speaking engagements at NACE Experience, WIPA, ABC Conference, and Catersource + The Special Event. Christie regularly shares industry insight in her Special Events column, as well as on Wed Altered, Rising Tide Society, WeddingIQ, and NACE’s industry blog.

ends up with content that sounds very similar to yours. What you can do: Set a hard rule. Proprietary content and sensitive data do not go into public AI tools without your approval and consent. If you wouldn’t post it on Reddit or drop it in a group chat with your competitors, it doesn’t belong in a prompt box without your oversight and consent. If someone needs inspiration from past work, train them to: • Extract general themes • Summarize frameworks • Paraphrase, don’t paste AI is powerful, but when used without oversight or consent, it can quietly break parts of your business and brand. The efficiency trap: when speed undermines excellence AI-generated content looks polished. But it can also strip away the personalization that modern clients expect. Examples: • A website uses vague copy with no real value proposition. • A templated timeline causes confusion for a unique venue. • A nurture email seems cold and transactional. These moments don’t always set off alarms. But over time, they make your work feel more generic— and slowly chip away at the care, creativity, and quality that used to set you apart. Why this matters: Clients aren’t just hiring you to deliver. They want to feel like their event matters, and when your messaging and communication style starts to sound like it was lifted from a template, it signals that maybe the experience will be, too.

What you can do: Draw a line between what’s efficient and what must remain human-led. Define: • What must be written or reviewed by a human (e.g., nurture sequences, proposals, custom menus) • When AI is allowed for drafting only—not for final voice • How to document or disclose AI use with vendors or clients Examples: • “Our design decks are 100% human-generated.” • “We use AI for outlines only— never for finished copy without full edits.” • “No AI-generated emails to vendors or clients—ever.” This isn’t about rejecting AI. It’s about fostering trust in your brand. The policy gap: what you don’t know can hurt you AI use doesn’t always look risky; it looks like initiative. An assistant pastes sensitive client data into ChatGPT to “analyze trends.” A freelancer reuses your content as a prompt for another client. A contractor builds an AI agent to auto-respond to reviews— without your input or approval. These aren’t malicious moves, but they set precedents you never signed off on. Why it matters: Without clear policies, you can’t track or manage how AI is being used in your business. Even if nothing explodes, inconsistency compounds. Before

long, your voice, your client experience, and your service

standards start to feel disconnected. When sensitive data—like financials, client names, or project history—is pasted into tools like ChatGPT, it’s now in a system you can’t audit, trace, or permanently remove.

SPECIAL EVENTS SUMMER 2025

Celebrate ON TREND

SPECIAL EVENTS SUMMER 2025

for Days Inside the rising trend of multi-day weddings By Amanda Nicklaus

This Hindu-Sikh weekend wedding combined several traditions for festive celebrations. Event by Nilyum Wedding & Event Design. Photos courtesy Can Kınalıkaya- CK Photography

SPECIAL EVENTS SUMMER 2025

ON TREND

T he past couple of years have seen the way in, pulling out all the stops for their big day— or their big weekend. Multi-day weddings are having a moment, and whether you’ve planned hundreds of them by now or are just considering taking on something large-scale, there’s a lot to keep in mind to create the best experience for everyone. Spreading the love Multi-day weddings take place over the course of a weekend or longer, sandwiching the wedding ceremony in between numerous activities and mini events. These extended celebrations are popular among destination weddings, where guests travel long distances, making significant changes in weddings. Some couples are moving toward increasingly smaller weddings, stripping away everything but the basics. Other couples are leaning all the most of everyone’s time and the local scene. “These destinations are special to the couple, and it is natural that they want to show them off to their friends and family,” says Kevin Heslin (Kevin Heslin Photography). “Maybe it's a place where they spent summers as kids, like Nantucket, or maybe it's a more remote destination they traveled to after college, like Asia or Central America. It's hard to show off these places in just one day.” Heslin notes that Costa Rica has been a popular destination. According to the LA Times , so is Croatia, the Italian region of Puglia, St. Lucia, Montenegro, Mexico, Las Vegas, and Puerto Rico. Multi-day weddings are popular for local ceremonies too, offering a chance for everyone to come and go as they please. Regardless of where they happen, weekend-long weddings are here for a while. An old tradition Multi-day weddings might be new for certain demographics, but for some cultures, drawn out celebrations have been around for a long time. “The multi-day celebration is a concept rooted in tradition, elevated by luxury, and personalized for today’s contemporary couple,” says Zhaun Frias (Zhaun Frias Photography). “Some cultures, like those from South Asia, have long had multi-day weddings as the norm—think week-long Indian traditional weddings or Chinese Tea Ceremony.

An Indian wedding held in Cancun made for a vibrant multi-day wedding. Photos courtesy Bambino International

A seven-day-long private estate wedding by Jessie Khaira featured several traditional S

SPECIAL EVENTS SUMMER 2025

This destination wedding at the Coachella grounds packed in a lot of activity over the weekend, including a carnival after party. Photos courtesy John & Joseph Photography

“The trend has also grown in Western cultures because, in a digital age, where instant gratification is all-consuming, couples are craving more meaningful, long-standing, and immersive experiences with loved ones. Moments are not simply for social media, but for organic and purposeful connection. Post-pandemic, people are valuing time together more than ever, so why limit one of the biggest moments of one's life to a six-hour event?” The good and the bad It’s not just the amount of time spent together that draws couples to weekend weddings; it’s the quality of time, too. “Traditional wedding days constantly felt like ‘the fastest day’ of the couple's lives, where it was packed with necessary obligations, yet not enough time to breathe and celebrate with their loved ones,” says Frias.

Sikh celebratory events. Photos courtesy Blush Wedding Photography

SPECIAL EVENTS SUMMER 2025

ON TREND

“With a multi-day wedding, there is time to breathe, and the space to genuinely connect. As an example, the couple could have a welcome dinner on day one, a wine tasting with all their college friends on day two, and a brunch with the in-laws on day four. Each group gets its own ‘moment’ with the couple.” This kind of pacing can reduce pressure and stress for the couple, improving the experience of their special event and giving them the time to truly connect with their guests instead of rushing around cramming in photos with everyone. The kind of activities and memories that can be built into a multi-day wedding also makes it stand out from the standard; and in today’s personalized event climate, that holds a lot of weight for many couples. There are a few downsides, however—the biggest one being cost. Frias notes, “There is more lodging, food, coordination, and events to cover. Even simple things multiply: a second dress, more rentals or decor, more photos or video coverage.” It’s not just the cost for the couple that needs to be considered, though. Jamie Chang (Mango Muse Events) cautions, “Not every guest has the time or money to travel and/or spend multiple days at events, so having a multi-day wedding can end up excluding some people.” Extra costs can often lead couples to invite a smaller pool of guests, focusing the budget on those who are closest to the couple and most willing to commit. The amount of planning you and your team and partners will have to do also significantly increases with longer events. “Think of it as planning three or four coordinated events, each with its own guest list nuances, vendor setup, transportation needs, and ambiance,” explains Frias. “This requires more vendor coordination, more detailed timelines and schedules, and more complex guest communication, as not every event will be catered to every guest.” While multi-day weddings can increase the budget and the amount of work for you and your team, many people feel it’s worth it. “The payoff completely outweighs the downsides,” says Frias. “It's a story that everyone involved will tell for their whole lives.” Creating an itinerary When it comes to planning the weekend, it can be helpful to have a focus for each day. According to Chang, “Most multi-day weddings are

Wedding Weekend Ideas Day 1 The weekend should start with guests arriving at their leisure, with just enough planned that they can mingle without stress. *Think icebreakers and first impressions, such as a welcome event centered around food (e.g., barbecue, taco night, a bonfire with s'mores, or wine and cheese). Day 2 The theme of the second day should coalesce around bonding, exploring, and/or honoring the local or the couple's culture. *Think welcome brunch for those who hadn’t arrived the day prior, a cooking class or wine tasting, and a spa morning. TheWeddingDay All the normal wedding day activities take place, but with the rise in popularity of after parties, this day can end with a bang . Day 4 The day after the ceremony usually focuses on saying goodbyes and offering one last memory maker. *Try a brunch buffet or picnic, maybe a coffee cart or fresh juice bar, and a Polaroid display from the weekend. For guests that want to stick around the day after the ceremony, consider participating in a local tour, offering one last chance for people to see what they may have missed.

SPECIAL EVENTS SUMMER 2025

Beyoncé accepts the Innovator Award from Stevie Wonder onstage during the 2024 iHeartRadio Music Awards at Dolby Theatre in Los Angeles, California . Photo courtesy Kevin Winter/Getty Images for iHeartRadio

A three-day wedding in Saratoga delighted guests with creative food stations and plenty of entertainment. Photos courtesy John & Joseph Photography

Other logistics Every wedding needs tight logistics and communication, but multi-day weddings require extra attention to these aspects. Lodging & transportation If the couple is having a destination or staycation wedding, it’s common to rent accommodations for guests to stay together, whether in the form of a hotel, villa, resort, or massive rental properties like those available on WedBNB—which often hold space for lodging, activities, and the ceremony. “Ideally, all guests and the couple would be staying at the same location. This makes it easy for group transportation, carpooling, impromptu get-togethers, and events on-site,” says Chang. “But that isn’t always an option, depending on the location. If not, then typically the couple and wedding party and close friends or family would stay together at the main venue/gathering

about four days, and that is a good amount of time. It’s essentially a long weekend where you have enough time to have three to four planned events outside of the wedding. There is usually a welcome event of some sort, whether that’s drinks or dinner. The following day can have a casual daytime activity like hiking or beach time, followed by a casual evening event. The next day would be the wedding, which sometimes will have a morning activity included as well. And the last day will end with a breakfast, brunch or lunch and send off.” When putting together the itinerary, make sure you don’t pack the schedule too full. “The most important rule of thumb is pacing,” warns Frias. “Pacing is everything, as the best multi-day weddings feel like a wonderful dance between structure and freedom. To do this, anchor each day with one main event, but leave flexibility before and after. Secondly, providing a physical and digital itinerary is ideal so guests are always connected. A nice touch is sending out a mass text each morning with a recap of the itinerary.”

SPECIAL EVENTS SUMMER 2025

ON TREND

Guest inclusion Couples often debate whether children should be invited to weddings that take place over the course of an evening, but what about for events that last multiple days? “It's totally understandable that some families will not have the option to leave their kids with someone else for a few days,” says Heslin. “Most of these events and excursions are kid-friendly. Kids love beach days and catamaran tours, and resorts make a big deal about being kid-safe.” Whatever the couple decides, it’s important for them to consider

spot, and all the other guests would be at a nearby hotel.” “We suggest room blocks at no more than two hotels if there is transportation provided,” advises Alex Bovee (Vision in White Events). “That way, buses have fewer locations to try and coordinate proper timing for.” Regardless of whether everyone is staying in one place or not, transportation is an important part of a multi-day wedding. When guests have been drinking or exploring an unfamiliar area, locking in reliable, scheduled transportation is key.

that it might be difficult for some guests to leave kids at home for a few days, and if kids are welcome, activities will need to be either kid-friendly or offered alongside kid-friendly options. Couples will also need to consider if they want every guest to attend every activity, or if they want to divide their attention among guests. “We usually say the inner circle and family only attend the rehearsal dinner, and then out-of-town guests attend the welcome party. A lot of couples are inviting all guests, local or not, to the welcome party,” says Bovee.

SPECIAL EVENTS SUMMER 2025

(From left to right) A multi-day wedding in Nantucket brings coastal flair. Photos courtesy Rebecca Love Photography; a small Colorado town sets the tone for this weekend mountain wedding. Photos courtesy Diana Coulter Photography; this multi-day wedding gathered loved ones close with beautiful beachy vibes. Photos courtesy Melani Lust Photography

communication among your team, vendors, and guests is imperative. “There are a lot of paid services, but I find a group chat on WhatsApp to be the best option, says Heslin. “This way, the wedding couple doesn’t need to answer every question. If someone wants to be reminded of the dinner start time, other people in the group can answer and also give suggestions.” Frias adds, “Using a welcome bag is a great touchpoint to ensure that everyone is informed of the chosen communication channel. A QR code or little infographic can be inserted in the welcome bag informing everyone of the resources they have access to, and to remind everyone to join the chosen communication channel. “Pro tip: Set a moderator for the chosen communication channel so the couple isn’t bombarded with messages, but rather a second party who is intimately connected with the plans and vision of the festivities and can communicate in the couple’s place. A best practice is for the moderator to send a welcome message every morning outlining the anchor event of the day, as well as the itinerary and options available to the guests.”

“Generally, every major event or activity would include all guests. However, having a few small group activities, whether that’s with just parents or immediate family or best friends, is nice as well, so that you can have quieter, more intimate moments,” says Chang. “But either way, perhaps the most important piece is to include some quiet/ restful time...away from everyone. Couples need some time to relax as well (especially introverts) to get recharged for the group events.” Budget Make sure to get clear about the wedding budget right away. Be explicit when talking about the

ceremony budget versus the overall wedding event budget. “While creating and keeping track of an overall budget is important, it’s crucial to think of each event (including the wedding) as its own budget,” says Chang. “It makes it easier to break it down and make sure you’re allocating your funds (and your time) to the right places. And this way, events don’t end up bleeding into each other and taking from each other, even if you may have some crossover expenses (like transportation, rentals, or decor).” On-site communication When it comes to an event with so many elements, excellent

SPECIAL EVENTS SUMMER 2025

ON TREND

“With a multi-day wedding, there is time to breathe, and the space to genuinely connect.” —Zhaun Frias

Creating clear resources and expectations for everyone involved prevents the couple and yourself from having to field every question that arises, while keeping team members and guests in the loop and able to focus on what matters. Spreading the love Wherever your couple decides to wed, multi-day weddings offer a chance to appreciate a location while building meaningful memories for more than the typical whirlwind afternoon. “Multi-day weddings are here to stay, but in ever-evolving forms,” says Frias. “Not every couple will have the ability to go full destination-weekend wedding, but bringing that feeling to a local wedding makes the wedding experience feel everlasting for the couple and their guests.” While logistics play a hefty role in these types of weddings, there is also much more room for creativity. “The logistics matter, but so does the vibe,” says Pamela Tatz (Pamela Tatz Photography). Prioritize the wellbeing of yourself and your team to provide the best experience. “You and your team will essentially be ‘on call’ for the entire four-plus days as events will be setting up, starting, ending, and breaking down constantly,” reminds Chang. “Having a good team to support each other and allow for breaks is important because it is tiring and having time to rest and reset is key." It’s a big commitment, but planning a multi-day wedding can be incredibly rewarding for everyone involved. Don’t be intimidated by this more- is-more style of event. After all, with great risk comes great reward!

Multi-day weddings help the couple slow down and make more memories. Photos courtesy Leah Black Photography

SPECIAL EVENTS SUMMER 2025

The premier awards recognizing the finest work in the catering & special events industry

Start working on your entries today! Eligibility Period for Entries: September 1, 2024-September 15, 2025 Regular submission deadline Sunday, September 15, 2025 | $125 fee Late Bird submission deadline Tuesday, October 31, 2025 | $175 fee

Finalists and recipients will be recognized during Catersource + The Special Event, March 2-5, 2026, in Los Angeles.

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Beyond the Pretty: How to Optimize Your Website & Portfolio to Win More Clients TECH TALK By Katie Mast Y our website is your digital handshake. For wedding and event professionals, it often makes the first impression long before

mini-case study via your blog or add this verbiage to their gallery: “We worked with Ava and Leo, a long-distance couple planning from Chicago, to bring their dream Charleston celebration to life. With a six-month timeline and three different family traditions to honor, we created a weekend itinerary that blended Southern hospitality, Persian rituals, and modern design touches.” Be sure to show the key moments: the best event snapshots, the mood board, and the happy couple. • Although tempting, don’t highlight only your favorite portraits. Instead, organize galleries by story type: downtown elopements, luxury estate weddings, rainy day magic, etc. Adding commentary like, “This moody Brooklyn wedding took place during a surprise downpour, and we turned it into magic” helps the client put themselves in their shoes. • Showcase a range of what is possible. Instead of one gallery of past weddings, offer segmented views: indoor ceremonies, garden receptions, winter weddings, etc. Include different lighting scenarios, indoor and outdoor scenery, and color vs minimal to illustrate your flexibility. Bottom line: A portfolio that includes storytelling, captions, and context doesn’t just show that you’re talented and experienced; it proves you understand how to deliver results, and in today’s market, that’s what will book business.

you ever receive an inquiry. In fact, users form opinions about your website and online presence in general in less than seven seconds. That’s less time than it takes couples to say, “I do.” And while beautiful imagery is still essential, clients today aren’t just looking for a vibe. They’re looking for connection, clarity, and confidence that you’re the right fit for their vision. The good news? You don’t need to rebuild your site from scratch to impress. Sometimes, small but strategic updates can have a massive impact on how potential clients see you. Let’s break it down. Your portfolio isn’t just pretty—it’s persuasive In 2025, your portfolio should be more than just a curated collection of your best work. It’s a storytelling tool, and it’s the most powerful way to communicate the value of our services. Clients aren’t just evaluating how something looked ; they want to understand how it felt, what it meant, and how it all came together. Your portfolio should invite prospective clients into the whole story. Here are a few examples: • Instead of showcasing 20 random images from a wedding, build a

You don’t need to rebuild your site from scratch to impress. Sometimes, small but strategic updates can have a massive impact on how potential clients see you.

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Small website tweaks, big conversion wins If you’ve been putting off website updates because you think it’s going to be a massive project, this part is for you. The truth is, you don’t need a total rebrand to make your site more effective. Small, strategic tweaks can significantly improve your user experience and help turn window-shoppers into paying clients. Start with your site speed: Nearly half of all users expect your site to load in under two seconds. If it’s slow, they’re gone. Period. Use a tool like Google PageSpeed (it’s free!) to test your site and identify slow-loading images or plugins. Note: For galleries, be especially mindful of large images on your site. Compress images before uploading and avoid slideshows that autoplay with high-res files. Audit your “above the fold” space: This is what users see the moment your homepage loads, before they scroll down to see more. Ask yourself: does this information clearly tell someone who I am, what I do, and how to take the next step? Here are some vendor examples: • “Modern floral design for bold couples who love color and aren’t afraid to break tradition. Serving Portland, Seattle, and beyond. Let’s create something wild together.” [Button: “Check Availability”] • “Planning luxury events with heart. We serve modern romantics and creative couples in the Southeast who want their wedding to feel intentional, joyful, and beautifully executed.” [Button: “Let’s Connect”] Your navigation needs to be intuitive: The “Contact,” “Services,” and “Portfolio” links should always be visible and accessible, and ideally

in the header menu. Don’t make people hunt for your inquiry form, and don’t bury your contact link at the bottom of a long page. SEO is still your best friend: If your homepage title just says “Home,” you’re missing an opportunity. Use descriptive, localized language like “Vermont Wedding Photographer | Elegant Documentary Style.” And don’t forget to rename your image files; “boho-barn-wedding- wisconsin.jpeg” goes a lot further than “IMG_1123.jpg.” Why user experience is the secret ingredient Let’s be real—it’s 2025, and clients are savvy. They order groceries on apps, book vacations online, and use AI assistants. They expect a seamless digital experience, and your website is definitely part of that equation. If your site is confusing, clunky, or outdated, it’s not just a design problem; it’s a trust problem. A modern, clean layout with intuitive navigation signals that you are a professional who’s on top of things. User experience also impacts how your site feels . Are you giving people the answers they need? Are you reducing friction? Are you making them feel understood? Let’s make sure you have what you need with these simple checkpoints: • Consider adding a “How to Book with Us” page with steps clearly outlined. Many clients just don’t understand how to move forward with pros—spell it out and make it easy! • A robust FAQ page can reduce inquiry ghosting by managing expectations upfront. Include common questions like “What’s your working timeline?” or “Do you work with out-of-town clients?”

• Add visual icons for dietary needs. If you offer vegan, gluten-free, or allergen-friendly options, make them visible and easy to understand that you offer them in the first place. Today’s clients are already overwhelmed, so the easier you make it to get answers and take action, the more likely they are to trust you and book. The goal isn’t to give them more, it’s to give them just what they need, right when they need it. Clients don’t need more, they just need clarity and ease Your website doesn’t need to be fancy or high-tech to be effective; it just needs to be intentional. When you treat your website and portfolio as tools, not just digital brochures, you’ll start to see them work harder for your business, and clients enjoy the process of getting to know you and booking you better and faster. Through thoughtful storytelling, easy navigation, strategic updates, and a strong user experience, you’ll position yourself as the kind of professional people are excited to work with. Katie Mast is the Director of Community at Rock Paper Coin and a highly respected leader in the wedding, event, and creative industries. She has worked with renowned brands such as HoneyBook, The Rising Tide Society, Aisle Planner, and Dreamworks Animation. Having spent almost a decade as a business owner of a destination wedding and event planning company, Katie now dedicates her time working with companies to help them grow and develop their genuine communities, promote ongoing education and diversity, and build strong and healthy brand partnerships.

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(This page) Floral arches in various sizes and styles are a significant trend. Jaclyn Watson customizes each one to suit the story of the couple. Photo courtesy Rodeo & Co. Photography; (Opposite page) Draping florals over the head table is trendy, but Jaclyn Watson personalized the trend by placing the florals on surfboards—a key motif in the couple’s love story. Photo courtesy Rodeo & Co. Photography

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By Amanda Nicklaus The Do’s and Don’ts of Infusing the Latest Trends into Your Events By Amanda Nicklaus

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I t’s happened to us all: a client shows you something they want for their event, something that you’ve seen 20 million times, something you’re less than thrilled about including and even less thrilled to argue with them about. On the flip side, everyone has felt that spark at the first inklings of a trend, when it feels new and exciting and your brain is running a mile a minute figuring out how you can best try it out. Love them or hate them, trends are the driving force of events, and in a world that passes along the latest and greatest faster than most of us can comprehend, it can be tough to keep up with what’s in or out. Don’t fret! With the right approach, you can discern which trends are meant for you and how to organically work them into your events. Impact that matters Infusing your events with the latest trends can be beneficial for various reasons. “For businesses, staying on top of trends is key to survival. According to a study by McKinsey, companies that effectively use market trends are two-and-half times more likely to outperform their peers in growth and financial success,” says an article from Evolved Office . Staying on top of trends makes you better able to anticipate client needs and requests, gives you better competitive edge, provides a veritable gold mine of content, shows that you’re adaptable and in-touch, builds your credibility as a thought leader, and keeps you in tune with where the industry is headed. That doesn’t mean copy-and-pasting your social media feed into your events. Many event pros resist trends because they don’t resonate, and for good reason— in an event climate that is increasingly personalized, authenticity matters. How to remain authentic when doing what everyone else is doing

Take it or leave it Social media creates a lot of expectations around trends, and it is without a doubt one of the top places where trends are made and spread like wildfire. In her session Future of Weddings: Decoding the Trends and Planning Ahead at Catersource + The Special Event 2024, Adrianne Harris (Blessed Events) put it best: “Everything is on demand.” Clients want everything bigger, better, and faster, with little understanding of how far a budget will (or won’t) get them. You and your team can’t do everything, so it’s important to take time to discern which trends you take on and which you leave behind. Jaclyn Watson (Jaclyn Watson Events) starts by asking herself some questions. “When looking at trends, I always ask: Does this enhance the guest experience? And: will it still feel beautiful and relevant in a few years when they look back? If the answer is ‘yes,’ then it's something worth exploring. “I’m also careful to choose trends that complement my clients’ personal styles, not just what’s popular in the moment. Trends should feel like a natural extension of the story we’re telling—not something we’re forcing into the day just because it's ‘in.’” It’s equally important to know what doesn’t work. “Trends that feel forced or that distract from the overall vision make no sense to add at all,” says Brian Green (By BrianGreen). “An example is the Color of the Year— there's no reason to incorporate it into your design to say it's a trendy thing to do. “I also want to be very transparent: trends that feel fleeting are not something I want to use. No one wants to look back at images of a previous event years later and see a trend that was around for a brief moment in time—think like the blue ruffle shirts of the ‘70s. Bad idea then...bad idea now!”

(Opposite page, top) Mocha Mousse inspired these rich brown wedding party dresses. Photo courtesy Pamela Tatz Photography; (Bottom) A greenhouse-inspired wedding by Kristin Banta Events Inc. incorporated the biophilic trend in a sophisticated style. Photo courtesy Scott Clark Photo

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“When you focus on how people feel at the event, not just what they see, that’s when magic happens.” —Jaclyn Watson

“To stay in touch with trends, we prefer to lean into trends that make sense, blended with timeless influences, rather than focus on hyper-trendy concepts. We find inspiration in sources that offer lasting relevance, such as: BRIAN GREEN'S Trendspotting Guide 1. Fashion, Architecture, Music, & Nature: These are rich, enduring influences that provide endless creativity and allow us to design experiences that feel fresh but incredible. 2. Industry Publications & Events: While we avoid jumping on fleeting trends, we stay connected to industry publications like this one [ Special Events ] to understand the landscape and where broader cultural movements are heading. 3. Our Own Experiences: Rather than looking at other event designs, we prefer to look inward and rely on our own creativity. We focus on creating unique concepts that feel true to us and our clients. 4. Listening to Our Clients: The best trends often come from paying attention to what people genuinely love and need. We stay attuned to our clients’ desires and how guests respond to different elements, ensuring that what we create feels authentic and unique.”

“I stay inspired by a mix of places,” shares Watson. She looks toward editorial shoots and magazines, both wedding and fashion; luxury hospitality trends (“Hotels are incredible at setting the tone for experience-based design”); industry conferences and retreats; and travel and nature. “Honestly, some of the best design ideas come from being out in the world and seeing new textures, colors, and styles firsthand.” It’s important to look to all ends of the trends funnel. Social media gives you an idea of what trends are at their peak and what your clients will be expecting, while magazines, travel, and conferences like Catersource + The Special Event give glimpses into what your peers have been playing with and what is about to catch on, giving you a bit of a competitive edge. In her session Kristin Banta's Design to Impact in 2024 at Catersource + The Special Event 2024, Kristin Banta (Kristin Banta Events, Inc.) discussed the importance of staying in touch with trends, even those from oversaturated sources. “We can’t be in the business of regurgitating trends...instead, we have to be in the business of reinvention. So, just like we need to understand the audience we’re designing for, we have to know the trends first. We have to know what pop culture is exposed to, and then we can reimagine it.”

Staying true to your brand There are inevitably times when a client wants to try a trend that you’re less than enthusiastic about. When this happens, a conversation can help shed light on their desires as well as possible solutions. “If a client wishes to incorporate a trend that we believe will negatively impact the event, we share our concerns honestly and offer alternative ideas that achieve the same goals differently,” says Green. “Our job is always to bring the client’s vision to life, whether the event is social or corporate. “We do not impose our brand on their choices unless the element they want to include is illegal, immoral, or would clearly lead to poor design or guest experience. At the end of the day, we're there to support the client’s success and ensure the event is its best.” Getting clear on their intentions, your capabilities, and the purpose of the event will help you navigate through any disagreements on which trendy elements stay or go. Staying in the loop As mentioned, social media is a major place where trends are shared and perpetuated, but there are plenty of other places to look for inspiration and trendspotting.

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