As Coronavirus vaccines become available across the country and around the world, hope springs anew that, very soon, we’ll again be able to gather with loved ones to celebrate milestones. Among the many large events that were postponed or drastically scaled back this year were weddings. Although micro-weddings, elopements, and live-streamed nuptials did occur in 2020, the economic impact of COVID-19 was felt deeply within the event-planning industry.
The Berkshires, long a popular destination-wedding locale, is home to many event planners who specialize in turning the natural beauty of our region into magical experiences for their clients. We spoke with one of them, Tara Consolati of Tara Consolati Events, to find out how things have changed in her profession during the past year and what the future might hold for the soon-to-be-wed.
“By nature, wedding planners have always had to be flexible,” said Consolati, “to think on the fly in case anything unexpected happens, and to make back-up plans. Covid-19 has simply added one more layer of complexity.” Now, she said, instead of simply planning for rain (commonly referred to as Plan B), she is creating socially responsible arrangements. This may be finding ways to move the party outdoors, or reconfiguring a huge space to feel cozy for a significantly smaller number of guests. “I always try to make each of my plans — A, B, and now C — look intentional,” she said. “In the past, I wanted to make our rain plan as beautiful as Plan A, and now we’re trying to make our COVID plans beautiful, as well.”
Consolati said nearly every wedding held these days incorporates technology to allow people to be part of the celebration, even when they can’t make it in person. “It’s also allowed couples (and their parents) to invite everyone on their wish list,” she said, which previously wasn’t possible due to venue size restrictions. Plus, the bride no longer must worry about who should, and absolutely should not, sit next to whom, since most guests are tuning in from home.
In March, when virus restrictions were first put in place in the U.S., the live events sector came to a screeching halt before most other businesses. Venues lost their source of revenue overnight, with no choice but to furlough almost 85% of their employees, according to the latest averages from the Live Events Coalition. Freelancers and contractors lost all their work, supplier partners across the industry had no orders to fill, and venues shut their doors. The ripple effect has been immense, and the tourism-heavy Berkshires has felt the strain.
Pre-COVID, the average destination wedding brought roughly $85k – $125k into the region, according to the most recent revenue report, conducted in 2012. Consolati said that number has surely risen. “Personally, my business has had an insane amount of growth,” she said. “I’ve grown my team from just me to 6-8 core people in any given month. My rates have increased more than 100% and I still must turn clients away. In short, I have been blessed.”
A good example of how the region’s wedding industry has grown, she said, can be found in the story of The Mount in Lenox, Mass. “In 2010, The Mount was struggling to make ends meet and was looking for additional revenue streams,” she said. “They were averaging around four events per year. In 2012, things started to turn around considerably, and The Mount is now one of many venues in the area who are consistently maxxed out. Due to our short outdoor wedding season and the limits some towns impose, they and other venues are now turning couples away.”
Kelsi Polk, The Mount’s wedding and special events coordinator, said the venue was able to accommodate a handful of small wedding ceremonies and elopements during the 2020 season. Postponements of larger weddings to 2021 and beyond allowed a few local couples to snag coveted last-minute dates. Those who have planned springtime nuptials at The Mount — the earliest is in May — are keeping their reservations and will reduce their guest lists based on what restrictions are in place at that time.
Celebrations may be smaller now, but each wedding is still special and Consolati is prepared to play an even larger role in a couple’s big day. “A few years ago, I became internet-ordained so I’d be able to jump in if an officiant couldn’t make it,” she said. “I never intended to use this license, but it has come in quite handy this year.” With elopements and micro-weddings on the rise, Consolati has been helping couples make their plans and marrying them, which both keeps the staff/guest count down and streamlines the process. “When COVID first appeared, I planned an elopement, along with photographer Dani Klein-Williams, and married the couple at Blantyre. We livestreamed it to their wedding guests across the country and the story was picked up by The Boston Globe, The New York Times, iHeart Radio, and even ‘Inside Edition’!”
Even with smaller guest lists, each “I do” of 2020 kept the little details that made it unique. “Our small jobs still included all the bells and whistles: florists, photographers, beautiful locations,” said Nancy Thomas, owner of Mezze Catering + Events. “They were very intimate, and that felt even more special.” Some brides and grooms chose to keep their event a catered one, sans servers. Mezze staff would make and transport the food, prepare the buffet, and leave the venue before guests arrived. “That was a win-win for everyone,” said Thomas. “They got great food and no one was interfacing.”
“Last year was a learning curve,” said Lindsay Cavanaugh, who handles marketing and operations for Mahaiwe Tent in Great Barrington, Mass. “Now we know better what we’re dealing with.” The company covers events in three states — Massachusetts, Connecticut, and New York — and has familiarized itself with state and town laws to better advise their clients. “The questions we ask are different now,” she said. “Instead of ‘How many people?’ it’s ‘Would you like it socially distanced?’ Although the number of guests might be low, a larger tent may still be needed to allow for space between tables.
The vaccine rollout has just begun, and Consolati said event planners are still preparing their Plans A, B, and C. “Even when this is all behind us, I think people will be more intentional about who they’re including,” she said, “and, hopefully, they’ll pause to realize just how lucky they are to have their favorite people surrounding them.”
