"... and you do what?": Part IV What exactly is an EventDesigner

Well here it is, the last in the series, "... and you do what?"  We've looking into "the truth about Day of Coordinators", the difference between "Partial and Full-Service Planning Services" and now it's time to plunge into an old creative industry profession that's recent finding mainstream recognition - The Event Designer.

Yep, thanks to the array of Design Shows now on television and Celebrity Planners who also design like David Tutera, Colin Cowie, and Preston Bailey the idea of an Event Designer is becoming more and more popular but isn't Designer the same thing as a Planner?  Well, not quite.  The profession goes back much further and takes many other forms.

Walk into a mall (shopping center, City Center, Hotel, etc.) this time of year and you'll see an example of the Designer's origins.  Tall, sweeping displays have been designed and constructed.  Enormous storefront windows with elaborate details, props, and Holiday theme especially fabricated.  Back in the mid 80's and early 90's  major department stores like Bloomingdales, Macy's, etc. spent a tremendous amount of time and effort on breathtaking window displays.  These stores not only took pride in their eye-catching window displays, they turned into a huge competition... literally stopping traffic in metropolitan cities with crowds of on-lookers buzzing with chatter about the unique and innovative scenes.  This was just one of the design industries that created temporary, theme stylized environment.

These displays aren't the only example.  You can see my favorite examples of Designers in action when you go to the movies or pop in a blu-ray.  Think about this, what was the last fantastic, epic movie you saw?  I'm talking about a truly visually stunning film that transported you (and your imagination) somewhere new and inciting - somewhere you knew didn't exist today.  They captured landscapes, buildings, and scenes from another culture, time in history or a lush, enchanted world.  Perhaps you find yourself watching a story set in a chic, modern atmosphere or a scene of breathtaking glamour and luxury.  Or maybe they created an entire world - a fantasy world unlike any you've ever seen, a world that sweeps you away.  I've actually had a little experience in this.  I've worked in Animation/Film Production, The Arts (including Stage Production), Re-enacting/Entertainment, and Museum Industries - I've spent many years working with the creation of an experience that's designed to take you to another time and place.

So, who's the driving force behind making these scenes, experiences, or worlds a reality?   Who oversees concept design, scouting the location, and building of sets when such places just don't exist in real life?  Who will find or custom design props, wardrobe, details, accents, and so on?  In Movies they are call Art Directors.  In Stage Productions, Operas, and Concerts they are known as Artistic Directors.  And in the world of Special Events they are Event Designers.

Recently we've seen Designers (also called Architects and Stylists) being utilized for wedding, corporate, and social events because more than ever consumers have access to new options, technology, resources as well as a desire to make their event one-of-a-kind.  Designers develop every aspect of the visual design, scenery experience, and production on an event's look.  They also go beyond the "pretty things" such as table centerpieces and ceremony alter decoration, the Designer helps to create an entire environment not just the centerpiece.  Think of it this way, when you arrive home you don't walk into a sofa, you walk into a room with walls (that may or may not have paint or wallpaper), artwork on the walls, lighting fixtures, carpet or flooring, a coffee table and end-tables, lamps, plants, etc.  Everything has the potential to come together to create a lovely living environment and your sofa is just one large element of the room.  Designers don't just take your centerpiece into consideration but where it will rest, the type of table, the linens on the table, the decorative and purposeful accents like glassware on the table, the chairs surrounding the table, where the table will be in the room, the scale of the room, the lighting in the room, the structures in the room, and so on.

They also head elements like color theory, techniques and principles such as dimension, proportion, balance, line of sight, flow, staging, rigging, and more. With the vast array of resources, technology, and choices available to a Bride and Groom as well as a spirit of individuality (let's face it, no one wants their special day to look and feel like everyone else's) more and more couples are hiring Event Designers to manage not only the design and production of their wedding's look but manage the budget for the design.  Design work may include the design and/or production of Bridal Party's Flowers, Ceremony Flowers and Decor, Stationary, Table decorations (including favors, signage, Linens and Chairs), Focal Point Area Design (including Cake and Gift Table), Lighting Design, Rentals, and more.

So, when should you consider hiring an Event Designer or Stylist?

An Event Designer is right for you if:

1. The look, decor and environments you want you (and your guests) to experience is an extremely important element of your wedding or event.
2. You are overwhelmed with hundreds of ideas and images (from magazines, blogs, television shows, etc.) and you want the look to be cohesive, personal, stylish, and beautiful... not a messy cluster of homemade madness. 
3. You have strong organizational skills or have hired a professional Planner for the organization and logistics but want a creative professional's skills, resources, manpower, and insight to insure beautiful results.

What an Event Designer Does:

• Can typically spend up to 40 hours on pre-wedding/event service production work
• May work in collaboration with a Planner or Coordinator as a Decor and Floral Design Vendor
• Develops concise event design concepts and plans
• May develop the Design, Floral and Decor Budget
• May provide visual aids including sketches, floor plans, mock-ups, etc. to develop designs and layout
• Provides (or sources) design events (including Flowers, Linens, Rentals, etc.)
• May outsource and manage specialty services/products such as props, equipment and lighting
• Conducts site visit for needs assessment including delivery, restrictions, and structural requirements
• May manage on-site production, installation, and de-installation (including breakdown and removal) related to decor set-up

What an Event Designer Does not:

• Does not necessarily act as Event Planner or Coordinator (although some offer Planning and Coordinating referrals or "add-on services")
• Does not typically coordinate Non-Design Related Vendors (example: Officiant, Limousine Driver, etc.) unless otherwise offered
• Is not responsible for the creation or implementation of the overall Event Timeline (just adherence to timely production of design responsibilities)

Bonus insight...

What's the cost?
Well, I'm sure after reading all of these posts regarding "who does what" you can see how important it is to hire a professional to take you through this long, detailed process.  You see how much time, money, and resources you'll gain by having a  "Day of" (month of) Coordinator, a Partial or Full-service Planner, or an Wedding/Event Designer on your team.  At this point for some of you the only question will which one is right for me?  While for others the question is how much?  Over the years when talking with Brides and Grooms I often find that once they start to discover how much a wedding actually costs they start to become overwhelmed and perhaps a little concerned.  Some look for places to cut back on or for things they think they can simply do themselves.  Then we chat or they read something like these posts and realize that they will not only actually save more time and money in the end but they will be guaranteed to have the expereince they dreamed of.  So, what's the cost?

Here's the "bottom line" on your wedding or event bottom line: 

1. Depending on the region the typical wedding budget in the United States in 2011 is $26,000 (example: In Virginia the state average is currently $29,000)
2. Depending on the range of services, experience, and education of the Wedding/Event Professional (Day of/Month of Coordinator, Partial/Full-service Planner, or Designer) you can expect to spend 10%, 15% or 20% of your total wedding costs on their services.
3. This means a qualified wedding professional's services may start at approximately $2,000 (Note:   These Professionals and their teams may be spending anywhere from 20, 80, 200 hours or more of preparation work on your event)
4. Just like any of your wedding/event vendors most Coordinators, Planners, and Designers will require a deposit or retainer and provide you with terms or arrangements for final payment(s).

Our advise for anyone concerned about the cost of hiring a professional... start early!  Give yourself enough time to not only book a Professional (and take advantage of their services and knowledge) but create a comfortable payment plan.   Have questions about selecting the right professionals for you?  Feel free to contact us!  Congratulations and blessed wishes!