I
have set a pricing structure allowing couples to purchase from
what they need - and only what they need. There are however,
several important considerations when accepting a couples'
request to perform their wedding ceremony.
What
Determines Your Fee? Let's say I live in downtown
Chicago. I don't actually live in downtown Chicago, I live
in the suburbs, but because Chicago is central to all the
suburbs I'll use that as my starting point. In our example,
a couple has hired me to come out to Schaumburg on a Friday
evening to perform their wedding ceremony. Their fee is $300,
and I have planned their ceremony with them by phone and
email in the weeks prior to their big day (or in this case,
their big evening).
To
ensure my timely arrival, I must leave my home at least two
hours early. That's is because, as we all know, you can't trust
the Kennedy to be moving very quickly (if at all) on a Friday
evening. It's rush hour. If the Kennedy is a nightmare, I will
take side streets to get to my location in Schaumburg, and
I have afforded myself enough time to do so. Being late is
not an option.
I
arrive and perform my wedding ceremony. On average my ceremonies
are 30 minutes in length. The couple is delighted and I spend
some time with them filling out the marriage license etc. Then
there's the ride home, but it takes only an hour or so, the
Kennedy is moving again.
When
you consider the time of transit, the performance of the ceremony,
as well as the planning time I spent with them by phone, I
have spent about four hours of labor with this couple. At a
fee of $300, that's $75 per hour; an amount their plumber
won't come out for.
Now
let's consider a larger wedding event, one in which the couple
has engaged me for a planning session ($100), as well as a
rehearsal and wedding ceremony ($700). Again, we'll say the
couple lives in, and will have their rehearsal and ceremony-
in Schaumburg.
Their
total fee is $800. The investment of my time has gone up as
well. There
will
now be
three trips to Schaumburg. And unlike the time of ceremony,
which is 30 minutes, an interview takes and average of one
and half to two hours. A rehearsal is a minimum of an hour
and 15 minutes. These events take much longer than the wedding
ceremony. Total invested time is now 12 to 14 hours and rising.
And if the events are taking place further out than Schaumburg,
say at Zion or Joilet, my investment in time rises further
still.
When
I put prices on my web site, people acutely know what they
mean. And as my college economics professor taught me, price
measures what we must give up, for in paying one cost,
we can no longer pay the cost of others, be they our
bills, filling the gas tank, or the various toys in life that
we all
cherish. Cost is well understood.
Value
however, cannot be expressed in numbers.
Value is something we must interpret. The following review
of my work, posted on WeddingWire.com speaks of value. Here
is what one bride wrote:
"This
was the best wedding I've ever been to!" Those
were the first words out of my friend's mouth. That says a lot
as there were 5 other weddings this year. Tom was outstanding.
My wedding ceremony was much more that I ever dreamed. I loved
being able to look at my family and friends during my ceremony.
Tom always gave us encouraging words and basically took our nerves
away. The ceremony was so intimate and interactive. A guest of
mine told my mom that if he ever gets married again, he'd definitely
choose Tom. Some may be taken aback by
his fee. HE IS TOTALLY
WORTH IT!!! "
I
put the second to the last statement in red;
she chose to CAPITALIZE the final
sentence. Yes, I am very appreciative of the words she
wrote about my
work for her. This bride got the value she
was paying for. But those who are taken aback by my fee should
know that it took 12+ hours of work, an interview complete with
a video presentation, a 75 minute rehearsal session and then
the performance a unique, glorious and very photogenic wedding
ceremony to deliver this level of value. A wedding ceremony that
inspired her to write about it on WeddingWire.
(
continued ) |