On the Inside: Setting the Stage for a Perfect Party

Creating designs for a party or special event for a client is much like producing a stage performance. The key to thrilling the audience begins before the performance with the planning.

Before the performers set foot on the stage of a major production, there is a vision, a budget, a script, stage directions, set sketches and a prop list. Party designs that wow your clients depend on similar planning, beginning with the vision developed in consultation. In essence, the entire affair should be completed on paper so that when it is time to create, you need only be concerned with the actual designing.

THE BUDGET. Profitable party work must be conceived within the customer’s budget. If you sell a customer on designs he can’t afford, there are two possible consequences: you lose money on the order because materials are given away to stay within the customer’s budget, or you lose the sale because you don’t stay within the customer’s budget.

Therefore, the best starting place is a realistic assessment of the budget. When clients are unwilling to name a ceiling price, assure them you can achieve their goal in different ways and ask them for a price range so you can determine the options.

THE SCRIPT. Everything you make for the event should be discussed in detail and committed to in writing. Event if the event is a surprise party, your customer will not appreciate surprises when it comes to their plants and floral arrangements.

Ask your customer to tell you about the party. Pay attention to details, such as the purpose of the event, the number of guests, the size and style of the location, the lighting, the mode of dress (black tie, casual, costume), the food and entertainment.

When you’re ready to discuss the particulars of each design required, focus on selling style and color, rather than specific plants or flowers. This way, you have more flexibility to order the best quality plants and flowers and interpret the style creatively. Include the specifics in the contract. This is your basic script that drives the performance. It shows the customer, you and your employees what is expected on the day of the event.

STAGING DIRECTIONS. Using the contract, create recipes and rough sketches for all the designs. Start with the price quoted to the customer, subtract the labor and hard goods, and add what flowers in the specified colors will work in the design. List possible substitutions that will not change the price of each arrangement. Recipes for the designs provide built-in cost controls – overstuffing won’t erode profits and the designs will meet the customer’s expectations.

With recipes in hand, make a checklist for ordering. Work with your suppliers to get the best plants and flowers available that will represent the look and colors specified in the recipes. Ask about bargains on seasonal flowers to enhance your profit margin.

Once all the flowers and materials arrive, be sure they are dedicated solely to the party designs. Keep them in a location separate from the rest of your wares and label them clearly to avoid having them accidentally used for other work.

The last part of your stage direction is to assign personnel to their parts. If you are not designing arrangements yourself, discuss them in detail with the designer in charge. Designers must know their parameters – the price, size, colors and theme of each design. Apprise all employees of their roles in getting the work done quickly and efficiently.

THE PERFORMANCE. Your performance takes place in your place of business with the creation of the designs, rather than at the moment of exhibition. If you have your production scripted and everyone knows his role, performing is simplified.

Streamlining production of party designs is much like processing holiday work. Delegate simple tasks, stay organized, stick to your plans and everything should fall into place. If you have several identical arrangements, create a prototype that can be copied. Then you can use an assembly line to get them done. Use helpers for the prep work – foaming containers, greening or assembling accessories. Designers can place different flower varieties according to the prototype. Helpers can then tag, package and store the arrangements for delivery.

When individual designs are concerned, do whatever you can to take any possible hassle out of the design work. Gather all your materials before you start to work. Keep extra flowers handy so that you can choose the best. Enable the designer to concentrate on the creative process.

APPLAUSE, APPLAUSE. The less practical thinking you have to do during your “performance,” the more free you are to let your creativity soar. Relax and interpret the script with the stage directions as your guide, and your audience will be on their feet, cheering for more. – Rich Salvaggio, Teleflora Vice President of Floral Publications