e-Communiqué

August/September 2006

Published exclusively for members of ACCED-I

Red Velvet and German Chocolate can only be describing one thing - cake. Cake is a key element in any wedding. Just like cake, weddings have many layers. Each ingredient should be carefully considered before adding it to the mix.

Universities often re-evaluate the level in which they want to offer wedding services. This article hopes to explain what make weddings a big deal for universities including their rewards and their challenges. Are you ready to dig in?

Does fondant or butter cream really matter?: Challenges of university wedding planning

Most universities are involved in wedding planning to some degree. Know what you are getting into or be able to evaluate what you are already offering.

There are many levels at which universities may wish to look at the issue of wedding planning and coordinating.

• Who to serve? Universities should consider how broad or narrow they want their potential client pool to be. Do you want to serve just internal groups or are you willing to work with the local community?

• What services will you offer? Does your university have the resources to provide full scale planning or would you like to offer more self serve options?

• When to serve? Consideration of the university calendar is important if you want to maximize campus usage or give priority to school-year events. It is important to consider if you will be able to accommodate groups year-round and during the holidays.

Now that you have some parameters for your planning, let’s take a look at the perks and the trials.

The dog ate the wedding cake and other unnatural disasters

When my husband and I met with our baker for our wedding cake she told us the story of a dog eating a cake. She makes her cakes at home and as she was transporting the cake from her home to the car, out of the corner of her eye she saw a large brown object. Suddenly a dog appeared and ran and jumped in the cake and as quickly as he jumped in the cake he jumped out of it. She was able to recover because she knows to be ready when unexpected things happen.

While this story may sound unlikely, most folks can tell you a wedding horror story or two.

The challenges of wedding planning can be numerous but it is helpful to know what to look for.

• What services will you offer? Do you really want to bake the cake, and deal with a dog running through it? Full scale planning means a big investment in terms of equipment and staff time. Staff time is a big resource for weddings and you need to be willing to let the staff contribute the time necessary to have the event shine. Also, the number of staff you have will determine if you have the ability to take on large projects such as full scale planning.
  
• Who to serve? The most basic level for these decisions lies in the open door vs. closed door policy. Internal groups are important stake holders and their needs should be met whenever possible, but turning away potential clients in favor of those with university connections is something to consider.
  
• When to serve? Limited time means limited space for wedding groups. It also limits the number of groups you can accommodate. On the other hand, more time means more potential for conflict with on-campus groups. This can lead to having to deal with the feeling of supporting external groups over internal ones. Consider staff resources as well; is your food service provider willing to work on New Years?

Having your cake and eating it too!

Now that you are hoping you never have to hear the word wedding again, yet alone plan one, let’s get to the rewards, or shall I say the frosting.

• Who to serve? Serving external groups as well as internal ones means that you have the ability make additional connections within the local community while potentially increasing your business. It also helps with community relations and provides an opportunity for prospective students to see the campus. Serving just internal groups offers a sense of priority to those who are part of your university family, and hopefully creates a sense of pride which may lead to future donations.

• What services will you offer? Full scale services can increase your yearly revenue and make you a major player in the wedding planning market. Self-serve options may mean less staff time, which equals less money in salaries.

• When to serve? Utilizing slow times can boost revenue and add additional opportunities for staff experience. It can also mean providing local vendors with much-needed business. Or you may opt for the benefits of working outside the school year to avoid conflicts with on-campus events and the monopolizing of campus resources.

Doggie bag for the road

Changes to any university policy or approach can be and usually are difficult, but knowing what you are getting into is essential. Getting the best slice of cake is being able to support and critically defend the benefits and the cons.