As the weather warms, some Southern California couples are preparing for weddings that will take place over the next few months. However, the Fallbrook Area Visitor’s Bureau, which has tried to assist Fallbrook in developing a reputation as a wedding destination, has cancelled plans for the sixth annual Fantasy Wedding this year, citing a lack of wedding venue participation.
The Fantasy Wedding giveaway was started six years ago by a committee formed within the Chamber of Commerce as a way to thank Fallbrook’s military neighbors for their contributions to the freedom of the US – in addition to promoting Fallbrook as a “dream wedding” destination.
In order to be eligible for the annual giveaway, at least one partner of the engaged couple had to be active duty military. Finalists were interviewed by the Fallbrook Wedding Council, a group established within the Chamber of Commerce, and one winning couple was awarded the wedding package, valued at nearly $30,000.
The costs of the wedding were, for the most part, absorbed by participating vendors, who provided invitations, a bridal gown, tuxedo rentals, hair and makeup services, spa treatments, limousine transportation, lodging, a rehearsal dinner, necessities for the wedding ceremony, flowers, photography, videography, clergy, music, a reception, disc jockey, favors and a cake.
The committee announced the promotion repeatedly through various media sources in hopes of bringing statewide and national exposure to Fallbrook’s wedding industry.
Despite that, with each passing year, fewer couples entered the contest, and Camp Pendleton, which played a large role in selecting and presenting the winning couple, no longer appeared to have any interest in the promotion, saying “legal reasons” prevented further participation.
When the Fantasy Wedding was passed over to the Fallbrook Area Visitor’s Bureau (FAVB), organizers decided to change the direction of the endeavor and made it an opportunity drawing in which any engaged couple from any part of the United States could participate.
To apply for the opportunity drawing, couples were directed to the FAVB Web site. There was no limit to the amount of times applicants could apply, but they were charged $50 for an opportunity chance each time.
The winning couple was to be allowed to select the date of their wedding and the location: the Grand Tradition, Los Willows or Pala Mesa Resort.
Before the drawing took place, however, plans began to unravel.
Don McDougal, a member of the Fallbrook Wedding Committee and co-owner of the Grand Tradition, said Pala Mesa and Los Willows declined to participate with the drawing.
With the lack of support from those venues, as well as low ticket sales, he says the committee did not want to burden the Grand Tradition with the brunt of the Fantasy Wedding costs and felt it had no choice but to suspend the promotion.
“This economy is the perfect storm for the wedding industry,” said McDougal.
The significant drop has not only affected wedding venues, he said, but also the wedding industry in general. Wedding bookings in the Fallbrook area have dropped “up to 40 percent,” which has caused vendors to dramatically discount their prices to lure in couples.
“We have seen a significant reduction and change in our industry in the past year and a half,” he said. “Engaged couples are [also] working with a tighter timeframe.”
While certain venues and vendors are suffering from a lack of business, it was the change of format and focus of the dream wedding promotion that caused Pala Mesa to back out, they said.
“Before, the Fantasy Wedding had been helping a needy military family and was truly altruistic,” said Kat Jackson, director of catering for Pala Mesa Resort. “But when the format changed, we weren’t helping a needy family and the couple didn’t have to be part of the Fallbrook community.”
The change, Jackson said, caused the resort to withdraw from the promotion and focus on the marketing and development of their wedding packages as a way to gain more exposure.
Jackson also concurred that more engaged couples are working with a shorter timeframe when it comes to planning their weddings or are scheduling their weddings as far into the future as late 2010.
In order to accommodate as many couples as possible, Jackson says the resort has had to offer a wide variety of options for couples so as to fit any number of budgets.
“Today’s bride is all about flexibility,” said Jackson. “More couples are frightened to pull the trigger, but people are still getting married. They’re just doing it in a much shorter timeframe. Other couples figure that if they schedule their weddings for late 2010, [the economy] will be better by then and they will be able to afford what they want.”
By doing more advertising of their services, Pala Mesa is able to continue to book weddings for the rest of this year and into 2010, Jackson said.
“Before, we relied heavily on word of mouth and previous customers to help us bring in interested couples,” she said. “Now, we have to be more visible than ever.”
Los Willows estate manager Liza Isacsson also understands the importance of having a visible wedding venue, especially when it comes to Internet presence.
Isacsson said Los Willows has seen an increase in wedding bookings over the past year. She believes it is because of their informative and welcoming Web site, which is how most couples say they found out about the venue.
“We have a great Web site and it allows people to see our beautiful backdrop,” said Isacsson. “We’re usually the first venue brides come to, and once they see what we offer, they don’t want to look anywhere else.”
While nothing is being discounted currently at Los Willows, Isacsson has weddings booked well into 2010 because of the large selection of wedding packages available for different budgets.
These options have not only made it easy for Los Willows to stay booked but have also allowed their list of recommended vendors to stay busy as well, Isacsson said.
“We’ve heard that it is slow for other vendors and venues,” said Isacsson. “But our customer service, passion and positive energy allow us to stay busy.”
McDougal said the FAVB will try to host the Fantasy Wedding later in the year or perhaps in 2010 but is currently “looking into other creative means” to promote Fallbrook as a dream wedding destination.
He said they intend to enter bridal fairs and use the FAVB Web site to draw more wedding business to Fallbrook.
“This is still a viable opportunity to promote Fallbrook,” said McDougal. “We just have to be more creative and have something truly unique to offer.”