Adapt and Innovate: How Wedding Businesses Are Staying Ahead
Despite rising cost of living pressures, wedding businesses must adapt and innovate to maintain success. But how?
As part of the sales panel at the Evolve wedding industry event series, Australia’s leading wedding venues and vendors shared their strategies for helping businesses navigate these economic and social challenges. Here’s what we learned.
How to adapt and innovate at Evolve 2024: (From left) Darcy Allen of Easy Weddings & Venue Crew, Rob McMullan of Elevation Band, and
Amanda Appel, Co-owner of the Makki Group of venues that founded The Bower Estate and Kwila Lodge, emphasised the importance of not letting a couple’s cost-of-living pressures become your own.
“The industry goes up and down like a pendulum, so do your budget so you understand your financial standing,” she said.
As business will ebb and flow, Amanda encouraged approaching each year as a new opportunity.
“Don't be afraid to try things that haven't worked previously, as the business landscape evolves.”
Amanda Appel, Co-owner of the Makki Group
Tailoring Your Offer to The Couple’s Needs
Katrina Plant is Head of Sales and Events at catering and venue group The Fresh Collective, which includes Brisbane’s Waters Edge. Her advice to wedding businesses looking to adapt and innovate is to tailor your packages to fit couples’ budgets, rather than sacrificing profit margins to meet their budgets.
“We have the advantage of having multiple venues that can cater to all types of budgets, including more economical weddings that we can offer those budget-conscious couples,” she said.
Nick Read, of Nick Read Entertainment, agreed that he also customised his offer to meet each couple’s needs. His advice was to start by having a detailed discussion with them about their wedding vision, then propose a package that aligns with what they are looking for. He said this approach enhances their overall experience and increases the likelihood of booking.
Rather than discounting his services, Rob McMullan, of Elevation Band, aligns with couples’ budgets by offering solo packages, as an alternative to a duo or band.
Natasha Hill, of Hills Celebrant Services, also advised against discounting services. Instead, she offers discounted rates for weekday weddings, while maintaining the same high customer service standards she would for a Saturday wedding.
