166: How to Run Your Wedding Business Through an Economic Downturn from 4 Pros Who've Done It

The title of this episode isn't meant to scare you or assign behavior to the economy.

Rather, based on everything happening in the wedding industry during COVID-19, this episode is meant to inspire, encourage and move you to ACTION in your own business.

We may or may not face an economic downturn, but if we do, this episode will help you get ready now.

I believe in preparedness and being proactive. This episode will help you be both.


Terrica | Cocktails and Details

Spreading her metropolitan style throughout the low country, Terrica has been creating exquisite weddings and events in the Golden Isles area for the past fifteen years.

Specializing in modern Southern weddings, she believes in creating custom experiences inspired by her clients’ love stories while infusing technology and efficiency. A contributing board member of the North American Academy of Wedding and Event Planning, Terrica’s weddings and expertise have been featured in The Knot, Reader’s Digest, Martha Stewart Weddings, HLN tv, Style Me Pretty and a host of others. In addition to leading a rockstar team at her planning and design firm, she also owns The White Lounge— a contemporary wedding planning studio for couples and wedding professionals.

A wave maker nominated for Honeybook’s 20 on the Rise and a current Educator with The Knot and Wedding Wire, she launched her new wedding industry education system, “Here Comes the Brand“. Terrica is an ardent educator of those in the wedding industry, also hosting the “She Doesn’t Even Go Here” podcast. As an avid lover of cake and champagne, you'll find her at home in the Golden Isles with her four “fabutots”, and when not entertaining family and friends, she’s frequently binging on RuPaul’s Drag Race and Game of Thrones.

Get Help From Terrica:

My proposal course, 7 Steps to Yes, is on a limited sale of $200 off to help everyone sell & book more when the time comes for $49 with a copy of the Hustle & Glow Planner.  (Use the code EVENTSTRONG)
The 5 Day Challenge audio course, Getting Ready for O, designed to help you check all the moving parts of your business is now available for $7 
(Use the code EVENTSTRONG)
I'm also offering free 20-minute strategy/support calls until the end of the month to help you flesh through how to navigate your way through this crazy time. Get on my schedule now
A special episode of She Doesn't Even Go Here dropped last week with additional resources to help with your business. 



Heather Dwight started Calluna Events in 2004 after working in non-profit and corporate events for 10 years. With a vibrant and captivating sense of style, Heather is one of the most sought-after wedding planners in Colorado and with weddings planned in New York, Louisana, Wyoming, New Mexico and Virginia she is helping Calluna expand to exciting destinations. She is the visionary behind Calluna Events being recognized as one of the Best Wedding Planners in America by BRIDES, The Knot’s Best of Weddings (2008-2020), The Knot Best of Weddings Hall of Fame and the winner of Wedding Wire Bride’s Choice Award.

In 2019 BizBash named Heather as among the 1,000 influential event professionals in the US. Heather served as the Director of Communications on the inaugural WIPA Colorado Board of Directors. Clients describe Heather as having a sophisticated, yet calming confidence, allowing her to be a true advocate for her clients’ vision.

Heather also provides business coaching and mentoring and in 2019 launched a new business, Love Well Planned which focuses on workshops for wedding planners and wedding creatives. She loves mindful design, style, and immaculate detail. After 16 seasons, what Heather adores the most are the relationships she is fortunate to build with clients and helping couples achieve a beautiful wedding that is authentically theirs.

Listen to Heather's First Episode on She Creates Business 


With nearly 30 years in the special event and catering industry, Meryl Snow is on a mission to help businesses get on their own path to success. Meryl travels throughout North America training clients in the areas of sales, marketing, design, and branding. She speaks with groups from the heart with warmth and knowledge and covers the funny side of life and business.

Listen to Meryl's Sales Episode on She Creates Business


OFD Consulting owner, Meghan Ely, combines in-the-trenches event experience with a love of wedding PR to empower her clients to take their businesses to new heights. She is a WeddingWire Education Expert as well as a regular contributor to Wedding Planner Magazine, Wedding Business Magazine, Catersource and SpecialEvents.com.

Meghan represents her clients globally and has earned them coverage with the New York Times, Entrepreneur, Brides, Bridal Guide, the Knot, Martha Stewart Weddings, the Travel Channel, HGTV, Brit & Co and Refinery 29, among others.

Meghan has served on the national board of WIPA and is a long-time member of the NACE conference education committee. She is also an adjunct professor in the Mass Communication department at Virginia Commonwealth University, specializing in Public Relations. Most recently, Special Events honored her as one of the top 25 young professionals in the event industry.


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