June 7, 2022

This Short-Term Thinking is Making Me Nervous

Y’all, I’m going to be super honest today.

From my catbird’s seat, hearing feedback from thousands of venues every month, I see something happening that is making me so nervous.

I’m seeing venues who are feeling so flush from the post-Covid boomerang of events that they are putting on blinders and thinking they can dial down their marketing right now.

Why? Because their calendars are full for 2022 and they didn’t have to work that hard to make that happen. And the cash from those events is rolling in and it feels good to finally FINALLY not be behind the 8-ball.

The thing is, when pressed, those same venues admit they don’t have much booked for 2023 and the first half of 2024.

This short-term thinking is what’s making me concerned.

Because it’s going to bite these venues in the patootie and they are going to be playing catch up and having to offer discounts to get those dates booked.

The reality is that there are going to be fewer events to book in 2023 and 2024 and the couples booking them are going to be doing their research to make their choices. 

This is the time to look long-term at your marketing plans and make sure you are playing to your superpowers in those efforts to make sure you are front and center to the couples who are your best fit.


Look at your calendar for 2023 and the first half of 2024.

And then, review your marketing efforts to be sure you are putting yourself in the best position possible to book those dates.

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Meredith Monday Schwartz started at Here Comes The Guide in 1997 (we didn’t even have a website back then—there might also have been dinosaurs running around!) and was a wedding venue specialist for 10 years before taking over as Chief Bossypants in 2007. In the years since she joined HCTG, she’s learned a lot about wedding couples, wedding venues, and running a company profitably and well. To hire Meredith to consult on best practices in your wedding venue business, email meredith@herecomestheguide.com.