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Finding Your Space in the Luxury Wedding Market with Megan Lentz
46 Plays3 months ago
I had a great conversation with Megan Lentz of Vida Events about finding a niche in the luxury market and what luxury means (and how it can differ from planner to planner.)
You can learn more about Megan at:
Recommended
Transcript
Introduction to the Podcast
00:00:02
Speaker
Are you a wedding planner just starting your business or have you been in the industry for just a few years? Do you want to build a profitable and enjoyable planning business that you're excited about every day? If the answer is yes, then you're in the right place. Welcome to the business of wedding planning podcast.
00:00:21
Speaker
I'm your host, Amber Peterson. I was a wedding planner for 10 years, a marketing strategist for service-based businesses, and now the owner of Planner's Lounge. I know what it's like to work so hard as a planner but not see the growth and profit you dream of. I also know that while you can be the most talented planner in your market, if you don't have the business foundation, it will be hard to continue growing.
00:00:45
Speaker
I have seen so many talented planners burn out because they become frustrated with things unrelated to wedding planning, like finances, marketing, team growth, and operations. This is where the Business of Wedding Planning podcast and Planners Lounge come in.
Mission and Personal Experiences
00:01:00
Speaker
Our mission is to help you learn what it takes to build the business of your dreams with simple digital product solutions, educational content, and the support of our free community, the Very Important Planners Lounge, or VIP Lounge for short.
00:01:15
Speaker
I understand what it's like to work in this unique industry while having a lot on your plate. During my time as a planner, I had three daughters, bought and moved to two new homes, and launched two other businesses. I am excited to combine my education, industry experience, and passion to help you reach your business goals.
00:01:36
Speaker
Hi, friends. I'm so excited to bring you another interview with a wonderful guest. Today, I am talking all about luxury wedding planning with Megan Lentz. She is the owner of Vita Events, a luxury event planning and production company. Vita Events are suckers for peculiar design, cravers of authentic connection, and over-delivers of high-touch hospitality. They don't just plan events, they live them with you.
00:02:04
Speaker
The VEDA Events team revels in pushing the boundaries of inspiration, shamelessly tickling fancies, and delighting guests with personalized elements of whimsy and surprise.
Megan Lentz's Entry into Luxury Wedding Planning
00:02:15
Speaker
I really loved this conversation and ah let's dive right in. Welcome to the business of wedding planning podcast, Megan. I'm super excited to chat with you today. Your story to luxury wedding planning, I find interesting. And I think talking about like and your niche is so important for wedding planners at any stage. First, I want to ask you, how did you get into the wedding industry? What was your story to end up where you are today?
00:02:42
Speaker
Yeah, hi, I'm so excited to be here and chat about all wedding things. um As per usual in my life, I have a weird kind of coming into the industry story. I originally started out um when my husband and I were getting married, which I think is kind of a lot of planners where we you start planning your own wedding and um you you kind of learn that you like it and you're good at it. um But ours started out where I started working for a wedding caterer.
00:03:12
Speaker
And when I got into the industry at that time, there was there weren't a lot of like big time planners, you know, there are a few. um And that was probably, you know, we're going um almost a decade ago. So ah at that time, there weren't a ton of planners doing a lot of high design or a lot of really detailed work. um So as we were catering and kind of working through learning how to do that, I quickly realized that those details were getting missed. And so as caters, we were kind of stepping in to fill that ah niche um for clientele that you know didn't have a planner or idea coordinator or anything like that. so um And then I was also, once I started catering, started freelancing for a couple of florists in the DC area, just to kind of learn
00:03:57
Speaker
what exactly I was good at and what I liked. And I think having that background, especially with catering and anyone who's in the industry knows that the caterers are some of the hardest workers. um They bring a whole event together and they keep it running smoothly um and everyone fed and happy. So it was a really good background to move into the luxury wedding world.
Defining Luxury in Weddings
00:04:19
Speaker
So you said move into the luxury wedding world. My first question is, how do you define luxury weddings? Because I know it means something different to each person to, depending on where you are in the country, kind of it's a kind of big term. Yeah, no, huge. And I think One thing we talk about a lot is the luck the term luxury has been overused at this point. um And I think luxury to a lot of people means designer goods, big trips, um all of those kind of fancy things that come with kind of that luxury word.
00:04:52
Speaker
Our team defines it more as the feeling, um the joy, the kind of surroundings that you bring into an event or a wedding um and just how it makes you feel. I think luxury can be anything you want to make it. um And we strive really hard with our clients held to show them that even if it's a smaller wedding um or a larger wedding, there are points of luxury that can be and you know all across the board for each event. um you know We have clients who have 25 guests spend 100K. We have clientele who get married abroad and do much smaller things, but all bringing in really detailed items or just events for their guests to experience, I think is what brings in that luxury feeling.
00:05:37
Speaker
Yeah, I feel like when especially newer planners I talk to, if they're aspiring to be a luxury planner in their brain, that's million dollar budgets or it's a budget thing. not a There's lots of different things that can mean luxury. It doesn't necessarily mean you're planning celebrity weddings all the time or anything like that. Yeah, 100 percent. And, you know, I think ah post-COVID too, weddings are so different now. um we're We're seeing a lot smaller weddings. We're seeing higher detail in a lot of the weddings that we're doing with, you know, less than 50 guests. um But really, I strive with me and my team to really have our luxury meaning mean more of the experience um and the joy of the event that comes with that.
00:06:23
Speaker
Obviously, all of the pretty fancy things are so nice to have, um and it makes for really great photos and galleries. like We don't want to discount that at all, but we really want our clients, no matter what you're spending on your event, you're going to walk away with a feeling of your wedding day, and that's the luxury we want you to have for the rest of your life.
00:06:40
Speaker
I love that. I'm assuming when you started planning, you didn't immediately step into luxury wedding planning. How did you evolve into this being sort of the the niche you're in?
Journey and Niche Finding in Luxury Planning
00:06:51
Speaker
I definitely did not, and I'm very glad I did not because I would have had no idea what I'm doing. so I think with over the last several years, you gradually just move up with wanting to progress. So you start out, you know I think we started out our first wedding, I think maybe I charged $500 for coordination, like ridiculously low amount. But the more I learned, the more i gained the more knowledge I gained and the more skills I have, you know the higher your price gets to get into that luxury market.
00:07:22
Speaker
um And there's so many different tiers of luxury. I mean, you have entry level, you have mid level, you have ultra. um There's so many different tiers. so And I think just as you're in the industry longer and longer, you gradually build to that as long as you want to move up. Now, if you get to a point where you know you're in a sweet spot with weddings, you like the budgets that they're at, the clientele are great, stay there. um That is luxury to you. That's what I mean in that feeling of like if that's luxury for you, great. um But I think that's how we've moved up and we've definitely brought on like skilled designers with our team um and people who really want to see
00:08:02
Speaker
a great event with a lot of detail. um So that's one thing I think that helps too in moving up. And I will always um advocate for like styled shoots or editorials to showcase what you can do. So your clients may not have a budget to where you can really design and show people the skills you have, but you can always do an editorial on the side to really showcase your work and like what you're capable of.
00:08:27
Speaker
I love that answer and I just want to like reiterate for people listening, you should raise your prices as you gain more knowledge, as you gain more experience. I have met so many planners that they're worried that they came in at one price and if they go too high, then people will be like, well, their price was this at this point. I'm like, no, no, no. Like yeah gain experience, you gain education, you like you should be even if you stay in the same market, like I started out also charging $500 for data information. And so it's like, that should not be where you ultimately end up. I like that you said that.
00:09:04
Speaker
No, absolutely. And I you have to have me beginning could not even begin to comprehend a wedding that I'm doing now, like at all. Like it just takes time and it takes growth. Yes, I am such a proponent of like raise your prices and just really know what your worth is because every event gives you more knowledge, more experience, you know, all the things.
00:09:25
Speaker
your business bio that you sent me, like just the wording of it, I loved it. Like I read it so many times and it just like, I don't know how to explain it, but the feeling it evoked was like, I just very, I'm not even going to find the right word, just whimsical. And it just felt like not just like, we make nice weddings for you, but it just was a really nice bio. And it feels very, like you're speaking to a really specific couple.
00:09:49
Speaker
And so I'm wondering how did you like evolve to kind of that vibe from your business? Yeah, um this is a fantastic question and it's taken me years to learn how to answer for sure.
Branding and Attracting Ideal Clients
00:10:03
Speaker
I think when I first started out, I hid my personality and kind of what made me me because I thought the industry wanted to see a certain type of planner. And moving into more of a space where I'm comfortable in myself and my business,
00:10:18
Speaker
I definitely want people to see the real me, and I i preach all the time to my team. I'm weird. I am so weird, and I'm totally okay with it. I you know i grew up farm world, so like my upbringing into the luxury market was very different from a lot of people that are currently in it.
00:10:34
Speaker
And I like to think that my kind of down-to-earth background pulls in the type of clientele we currently have. um Really, really chill, um really fun, likes to get a little bit funky with our designs and setups um laid back. That's a huge one that brings clients in is like, you guys were just so chill on our inquiry call. like it I felt like I'd known you for years. And that's the biggest compliment you could ever give us for sure. um But yeah, I think with that, that bio it is just more of myself and being okay with like sharing ah what I know people are going to want to see um and bring in the right clients to, you know, fit that mold.
00:11:15
Speaker
I really love that. And i I do feel like there has been a shift. I mean, I started planning in 2009 and it felt very I needed to really curate myself to showcase a certain just this is what wedding engaged couples want to see. And it was not me at all. And so I love like there's there's so many weddings out there available to plan and there everybody wants to work with someone they like and your vibe will resonate with someone even if it, you know,
00:11:43
Speaker
doesn't with other people. And it's like, great, those people are not your people. I love the authenticity of what I see any, I mean, really any kind of marketing or wording. I'm like, yes, like it feels specific. And I don't just feel like it's like, this could be any wedding planner in the world just slotted into this description. So, i yeah. and For sure. And I think the market for a long time curated because everyone was kind of scared to tiptoe out of what was the norm. um And I think more and more people are you know not afraid to be bold and just daring with who they are and what they're bringing into their business. And you know your no matter what kind of wedding industry or event, you know people are Coming into work with you and your team um and what you guys bring to the table and if you look like every other kind of cookie cutter you know type of design or product you know it it may not be a good fit in the long run. um So no i i love it as well and i think it's it's.
00:12:42
Speaker
As you get older, I think naturally you come more into your own kind of personality, so it's definitely, it's been, 30's been great. Whoever tells you that being 30 is you know not a fun time, they're lying. 30's are fantastic, so. Yeah, I agree. I felt like I hit 30 and it was sort of like, ugh, I'm tired. like I'm not gonna keep up this facade. And then you like find yourself and you're like, oh, hey, there you I know you. Good to see you again.
00:13:10
Speaker
Yeah, I have a 14 year old daughter right now and she cares so much about what other people think. And I'm like, swear to you, this will not matter. Like I know it does now, but really nobody. And social media doesn't help at all with that. And we're all guilty of like, you know, the blame game and pasta syndrome. Like it's it's inevitable in this industry, but it's you just kind of have to keep that just mindset, just kind of on in the back burner, just always telling yourself that, like, nope, this is if if someone says no, someone else is going to say yes, um because that's your person and that's your client.
Overcoming Branding Fears and Industry Challenges
00:13:43
Speaker
Yeah, absolutely. Let me ask you, as you got into your showcasing your own personality and really having a business that reflected you, did you make any adjustments to your marketing strategy to reach the kind of clients you wanted to work with or was it just sort of organic that the those kind of clients just started being attracted to you ah So definitely marketing wise, I hired a fantastic copywriter um who really helped me find my voice. um Absolutely fantastic. And we have a great website designer too who
00:14:18
Speaker
I was like, I want something that basically looks like the way I sound. but So, and she really captured that. And I think that's definitely brought in more clients that are along the lines of what we're looking for. And I think too, as far as a marketing standpoint on social media, I stopped being afraid to kind of share the goofy side of myself. um You know, I think, and there is no shame in having a poise put together like,
00:14:46
Speaker
Fantastic. plan there I mean, there's so many different types of planner for everybody. I'm just not always like that. I i can definitely, you know, and get down with couture and, you know, be in the jimmies, but like I'm also going to be in jeans and a t-shirt at home. So like it's just kind of the way I have found that balance and showing both sides of my kind of personality um has really helped to bring in that those clientele that really, really jive with like what we're about.
00:15:14
Speaker
When you say like the clients that kind of jive with like both sides of that, like, do you feel like there was any like dips in bookings? I know like when I've talked to planners that they are trying to make a change in their branding or they're like, they're like, okay, this is what I want, but I'm so afraid of like losing the clients I already have and or people inquiries coming in. What if suddenly those people are like, oh and what if I'm not attracting the right people? Like, I feel like there's a, when you're trying to niche down there's this scarcity mindset that kind of comes up for people. You didn't have any of that. Yeah. And I think every time you kind of up level your business, it's going to happen. You're going to have that weird gray area of like, oh my God, I'll just quit now. but Nobody likes me anymore. um But that's definitely not a case not the case at all. um I think if it scares you, you're probably moving in the right direction.
00:16:07
Speaker
And I think whenever we relaunch and we redesign and we've kind of brought out more of our personalities on the website, it's terrifying. And bookings do go down, especially when you're changing prices, too. yeah like You're going to weed out people who, A, can't afford you or just really aren't your type of style for what you want to create.
00:16:27
Speaker
And that's OK. Like that just leads you more in the direction with clientele that's going to see exactly what you're offering. The price points perfect for them um and going to open those dates up for those bookings versus, you know, booking a client who maybe you're cutting a deal with because you you feel like you need to do it. um But I definitely think you're always going to anytime you're going to up level change prices, you're always going to have a gray area. And I'm going to tell myself that again just for myself because Every year in the wedding industry, I'm like, cool, great. like Bookings are down. like if they're I will say like in election years, bookings are always down or um if we're kind of going into a little bit of a recession, like bookings are always down. so There's so many things that factor into the wedding world of what's going to change your booking thing and just always know that like things will bounce back. um
00:17:20
Speaker
but there will be a great ah great area where you're changing things. So like you've got to have you've got to give your new clientele time to find you. Yeah. I like that answer. And i I do feel like we have this, we're in this unique industry where every year you're sort of like, okay, you got to find all new clients. Like people aren't coming back. So it's, and so it is this, even if you're changing nothing, it's still like, Oh, is this going to be the year? It's crazy because not even in the planner world, but every single vendor thinks that it's like in the, I'll talk to DJs or musicians or like tenting companies. Like no one's booking like what's going on. I'm like, we're all here guys. We're all here, we're all going to survive, we just need to like give it some time to bounce back. Yeah, it's ah it's a fascinating industry to be in, wouldn't it? The ebbs and flows, sometimes they're not that big. Yeah.
Upcoming Projects and Online Presence
00:18:11
Speaker
I just have a couple more questions about how people can connect with you. Do you have anything coming up that you want to talk about? Anything, you're any programs, courses, anything like that that you could share with us?
00:18:23
Speaker
Absolutely. So we're actually getting ready to like launch our brand new website, which is going to be even more of myself and my team. So I'm really excited about that. That should be in the next few weeks. um And then we are offering, I do have some planning guides coming out for up and coming planners. um And then I do offer like one-on-one coaching mentorships, as well as like editorial-styled shoot assistants. So lots of good things in the works and that we're excited about.
00:18:50
Speaker
And I'm going to link to all of this in the show notes. So if you're listening to this, you can find all the links to that. And then finally, where can people find you online? ah Oh, gosh. um Biggest thing you can always slide into our DMs. We're always on Instagram. um That's vita underscore events and same on TikTok. That's our two main hangouts. And then you can always find us via email at hello at vitaevents
Conclusion: Importance of Finding Your Niche
00:19:13
Speaker
.net.
00:19:13
Speaker
Well, Megan, thank you so much for chatting about everything with me. I am a big fan of people finding like their little corner of the wedding planning world just because I think there are so many couples that want a different type of planner and it is not one size fits all. And I know that niching down for people can be scary, but I think it ultimately is much more profitable for planners and you get to work with people you love doing weddings you love. And I always like to talk about it. Thank you so much for being here.
00:19:43
Speaker
Definitely scary. And thank you so much. This was so much fun. All right. Well, everything we talked about will be linked in the show notes. And yeah, make sure to look at their new website. I'm excited to see it. Yeah, I know I'm dying. I cannot wait to get it out. It's been like eight of my life, guys. All right. Well, thank you so much, Megan. Thanks, Amber.