We caught up with the brilliant and insightful Whitney A Jones a few weeks ago and have shared our conversation below.
Alright, Whitney A thanks for taking the time to share your stories and insights with us today. We’d love to hear about how you identified some of your key partners/vendors and how you made those relationships work?
Initially, my definition of full-service planning meant I executed all the involved services like balloons, crafts, copy and print…everything. But, as we took on higher level projects I saw the need to find ‘experts’ who focus on the individual products and services my clients needed- vendors who could produce an elevated product. Because of my background in hotels and private clubs I had a very clear understanding of the benefits of securing reliable partnerships with these types of specialty providers. After my team and I determined what elements were best to outsource – we started courting vendors. Literally, studying reviews and past work and paying attention to professionalism and performance. Eventually, we were able to make THE DFM FRIENDOR LIST. It’s a carefully curated network of vendors we’ve personally vetted. After at least (3) successful events, we send out a partnership inquiry offering a mutually beneficial friendor-ship. The inquiry suggests that the vendor create packages and/or pricing unique to DFM clientele in exchange for first rights- we reach out to those in network before searching for outside assistance. So far, our list includes five local venues, four photographers, one bartending service, one dj/host, two caterers, three rental shops, and a host of artisans and specialty crafters. This network saves me time and ensures our customers always have the best possible return on their investment.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?
I am a trained catering and events professional whose been operating in the Birmingham hospitality industry for the past 10 years. I truly love this business. The DFM Team is comprised of Allison Green (Planning Assistant & Bridal Party Specialist), Aleece Green (Event Assistant), and myself, the principal planner and owner. We’re actually related! We started planning family events together and in 2018 when I was asked to plan my first wedding (outside of my corporate role), I enlisted their help. The following year, we took on only weddings and wedding-related projects. However, we’ve since refined our services and expanded our clientele to include hosts looking to design social, corporate, and even for-cause events. Defining Moments Birmingham currently offers Full-Service Planning, Day Of Coordination, and Decor Only service options. Once the type of service is determined, we require clients to complete an initial questionnaire detailing their needs and preferences – and the process begins!
Our company is unique in that in addition to logistics and coordination we offer support and guidance throughout the planning process to ensure the client’s experience is as stress free as possible. We aim to build rapport and establish long-lasting relationships with those we service.
Since we began, we have worked to create a standard of service that combines real industry expertise, genuine creativity, and personalized service. I’m proud to say we live that standard everyday!
Are there any resources you wish you knew about earlier in your creative journey?
In the beginning, a reached out to a few planners for guidance and got very little feedback. I assumed that the best way to grow my skills was to apprentice with someone already in the business. Looking back, though guidance would’ve been nice but, the growth a gained from learning as a go – my own way and at my own pace was invaluable. To be honest, this business is just as much about establishing vendor relationships as is about attracting clients. I wish I knew that going into this. Instead of attempting to find a teacher, I would spent more time investing in myself and researching other local party providers to build my network of DFM Friendors. No matter how well you plan, selecting a reliable vendor with a consistent product is key to successful execution and I should’ve started vetting providers earlier in my business.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
My hard lesson: The words “value” and “cheap” are NOT interchangeable. Hosting/planning a celebration or gathering of any size will always cost dollars. My job isn’t to assume that the client’s primary objective is cost related. My job is to ensure that the vision they have is met (preferably exceeded).
I had to learn that what I provide has value beyond money and enlisting my services is an investment the client willingly accepts because he/she wants to – or, as it’s been said before, “the price is the price”.
It is worse to promise an attainable product than to honestly convey what is required to achieve the clients’ goals.
Contact Info:
- Website: https://www.dfmbirmingham.com/
- Instagram: DefiningMomentsBirmingham
- Facebook: Defining Moments Birmingham
- Other: Tik Tok: dfm_birmingham My personal bio site: https://bio.site/Whitney_A
Image Credits
Camera Play Photography and Brian Pride Photography