Results from the Ultimate Engagement

April 8th, 2010 by Elizabeth Beskin | Share Blog

On March 14th, I co-produced an event called the Ultimate Engagement, at Manhattan’s Gotham Hall.  Frequent readers of this blog will know that I created this bridal event with my industry colleague, Maya Kalman, as a way for us to showcase our wedding businesses in a more personalized and targeted format.

Our concept was to give brides a chance to have one-on-one appointments with the masters of the wedding industry.  We put together an impressive group of wedding purveyors, presented in a luxurious venue, along with champagne and hors d’ouevres, informative sessions by wedding industry experts, and trunk shows with high end designers.  It was truly a bridal event like no other.

And I’m happy to report the concept worked!

In addition to being a sponsor of the event, 5th Avenue Digital provided photography coverage – you’ll find a link to the photos below.  We also provided an opportunity to try our new photobooth, complete with bouquet props, courtesy of Diana Gould.  (You can see these photos in our online link as well.)   Plus, we gave brides a chance to meet and see work from two of our top photographers, Julie Skarrett and Robert Evans.

The fact that it was the worst storm in a decade did not sway our mighty brides from attending.  Here’s what some of the brides had to say about the Ultimate Engagement:

“I love the one-on-one time. It’s so important when you want to hire a vendor; instead of sell, sell it should be about what I want instead. And that’s so NOT part of a bridal show. And bridal shows are always so BRIGHTLY LIT. This is so nice, so inviting.”

“Trade shows are a freakin’ zoo. They’re so crowded, and there’s no seating. There’s all this drama over gift bags. This is just such a lovely atmosphere, such a different experience.”

(From a bride who’s also a doctor): “I haven’t been to a bridal show, but friends have told me about crazy expos – I didn’t want to go. A patient told me about this; she’s always trying to get me into contests, so she sent me to the website. Each of my appointments was really personalized – I talked about what I wanted.”

(From a bride and groom): “It’s great because we get to sit down and tell them what WE want rather than having them just shove what they want to sell at us. It’s not a hard sell. They know what we want first – then they suggest options.”

“It’s so great vs. a regular trade show. It’s one-on-one, with nobody trying to talk over your shoulder.”
“I’ve been here since 9 am! [4:30 pm when I took her comment.] It’s so well-organized – no lines. Being able to talk to the owner is great – it’s really different from having brochures shoved at you.”

Picture galleries:

Here are some of the valuable tips that were offered by our experts during the upstairs sessions.  There will be individual posts about each of their sessions on the Ultimate Engagement blog in the coming weeks.  Feel free to sign up for the blog here:

Bentley Meeker – Bentley Meeker Lighting

•    There’s a primary misconception about light: people think of it just in terms of providing visibility. But it doesn’t just provide visibility – it creates a feeling, it’s artistic. We have all walked into some places and felt, “This is so great!” while thinking, “Hmm, this doesn’t feel so good – let’s go” about other places. Light has an enormous amount to do with it.

Marcy Blum – Marcy Blum Events

•    There is life after the wedding. If you’re mean to your sister-in-law, the groom, etc., they WILL     remember.

•    Don’t take all your bridesmaids with you to shop for a dress. The store doesn’t have room and you’ll get 48 opinions.

Sylvia Weinstock – Sylvia Weinstock Cakes

•    You don’t have to serve anything with the cake (ice cream, etc.).
•    The best clients: those who are neither set in their ways, nor totally without a clue.
•    It’s only a wedding; it’s not a marriage. Don’t fight.

Julie Raimondi – Editor in Chief at brides.com
•    Before looking at dresses, locations, anything – ask yourself, “How do I want it to feel?” rather than “How do I want it to look?” The words you come up with in answer to that first question (e.g., like a nightclub, like my living room, etc.) will inform everything, and do it better than Pantone chips.
•    Even if the church is within walking distance of the reception, provide transportation – get a shuttle bus. Don’t cause the guests angst.
•    Conversations about guests bringing guests (e.g., bringing a boyfriend) should occur before invitations go out. But decisions can be made on a case-by-case basis rather than across the board.

Xocital Gonzalez – Always a Bridesmaid
•    When trying to combine cultures, think, “What ceremony would make me feel married?”  It might be a tea ceremony, jumping over a broom, etc.
•    Sometimes cultures are so different (white wedding dress vs. Indian groom) that ceremonies really can’t be integrated. But there are ways to integrate multiple ceremonies into a single day. For example, separate the two ceremonies by a cocktail party. The bride and groom can even change clothes while the guests have a chance to chat.
•    Food is very important. Through food, a family feels they’re reflected.

Lisa “Ceci” Johnson – Ceci New York Wedding Invitations
•    Don’t be afraid to use color in your invitations. Or to use different colors for different pieces. Color doesn’t cost more; it can be a money-saving effect. Black paper can be beautiful!

•    Keep in mind that a wedding is about what makes you happy; the invitation should make you happy! If it feels good, go with it. You don’t need everyone else’s opinion.
Matt and Tamsen- relationship experts
•    Weddings make men more nervous than proposals. You don’t want to be fighting during the wedding planning. The wedding planning takes a lot longer than the wedding; you want it to be fun. Don’t let the wedding affect your marriage.

•    Keep in mind that the idea that you’re the only woman he’ll be sleeping with for the rest of his life can be a treacherous thought for guys. Bickering before the wedding will make this thought more treacherous.

Wedding Photography Panel– thoughts from several masters
•    Anybody with a camera can take a picture, but not everybody can be a photographer. (Sarah Merians)
•    A wedding is about the people at the wedding – the story. It’s not just about the fashion; it’s not just about the bride. (Terry Gruber)
•    Photography is memories; video is entertainment. (Sarah Merians)

Two things this experience has confirmed for me: bridal events are in need of a change, and vendors are excited to find new ways to connect with their clientele.  Since we plan on creating the Ultimate Engagement again, we are excited to have ideas about how to tweak it and make it even better – come rain or come shine!

Thank you to all the amazing partners in this event, and for all the collective support Maya and I received in putting the Ultimate Engagement together.  From the social media of Square Martini and the PR of 7th Wonder, to all of the amazing staff of Swank Productions and 5th Avenue Digital, this was truly a collective feat.

I have a new-found respect for any producer of events.  I was not expecting the emotional rollercoaster that goes along with the ebbs and flows of fast-paced decision making.  Thank you Maya, for being so masterful at the event part!

To all the wedding masters that took this leap of faith to see if they could connect to brides in a new way, to old friends and new…I thank you for your feedback and am grateful that you are seeing success from your efforts.

Please continue to check out the Ultimate Engagement blog for updates on each of these masters’ and partners’ amazing achievements.  And check the website to get a list of all participating vendors and contact information.