Building Relationships in the Luxury Wedding Industry

On today's episode, hosts James and Otto are joined by Alison and Bryan from Alison Bryan Destinations. The couple has an impressive portfolio, which includes work around the globe, including Morrocco, Spain, and Greece, Italy and Mexico, just to name a few. Many people use "experience" as a buzzword, but with Alison and Bryan, it is a fundamental part of their ethos.

Kicking things off, Alison and Bryan share their business, which started 16 years ago in Seattle, moved through Michigan and California before going global. Alison explains that their passion for hospitality naturally evolved into a love for event planning, which wasn't initially planned. The company typically works with around 50-60 guests, allowing them to manage every detail of the guest experience. Their events are more than just weddings; they are like extended vacations, often lasting four days to a week.

Alison and Bryan emphasize the importance of finding the right fit with their clients and ensuring goals and values are aligned before agreeing to work with someone. The core of Alison and Bryan's business is a client-centered approach. They aim to provide personalized service that makes every guest feel taken care of, regardless of their background. They believe true luxury means catering to everyone's needs and ensuring all guests feel at home. Their clients, often philanthropists, appreciate the way their events focus on the guests' experience.

Our guests explain that mastering the craft goes beyond these fundamentals to understanding the language of luxury and, more importantly, focusing on how people feel. The true goal is to create an atmosphere that elicits a deep emotional response, which is more significant than the visual appeal alone. For affluent clients, where financial means are not an issue, the challenge is to offer something beyond material extravagance. The real value lies in authenticity and genuine connections. Another important aspect of event planning is building trust with clients, allowing them to relinquish control and fully enjoy their event.

Alison and Bryan acknowledge the intense workload that comes with their commitment to excellence. The demanding nature of their projects requires long hours and dedication, often involving early mornings and extended days. This level of commitment underscores the importance of each project being special and meaningful. They also highlight the importance of having a cohesive team and happy, well-trained staff, especially for destination events. They stress the need for venues to provide exceptional service that reflects the character of the region.

Before wrapping up Alison and Bryan explain that their business model always prioritizes quality over quantity. They turn down many potential clients to maintain their high standards and personal touch. This selective approach ensures they can provide exceptional service and stay true to their ethos. Don't miss their advice for aspiring luxury event planners: success comes from choosing the right jobs that align with your business and recognizing one's own talent. They also acknowledge past misconceptions about high-end clients and emphasize how many of their clients, including billionaires, are incredible people.

Timestamps:

0:30 – Introduction of guests, Alison and Bryan.

1:21 – Allison and Bryan give an overview of their business, Alison and Bryan Destinations.

4:46 – The importance of finding the right clients.

9:29 – Connecting hospitality and philanthropy.

13:52 – Understanding client needs and experiences

26:03 – Being selective and embracing unique opportunities.

27:19 – The commitment to excellence.

34:27 – The importance of happy and well trained staff.

40:24 – Quality over quantity.

42:52 – Advice for other luxury event planners.

53:29 – Thanks to Alison and Bryan for joining us today.

Guest Bio

Established in 2008, Alison Bryan Destinations is an event planning, design and travel firm producing five and six-star weddings and elevated guest experiences globally. Their specialty: joyous, hospitality-centric multi-day celebrations that feel like a vacation; immersing guests in the most unique and remarkable of settings.

Learn more about Alison and Bryan Destinations on their website or say hi over on their Instagram.