Make Event Profits Pop Up

Discover how renowned L.A. event florist Shawna Yamamoto adjusted to 2020 event cancellations and kept revenue flowing   with “Porch Parties.” It might be an idea you can use or adapt for your business.

By Jennifer Howard

Is your spring and summer event calendar looking sparse? Optimistic brides and party hosts were hoping spring would return us to the celebration season. But for most of the country, gatherings are still limited, and many exasperated hosts are postponing their events—again. You know your customers are desperate to kick up their heels this summer season; maybe they just need a creative nudge. Here’s a quick-turn idea to get your imagination started. Let’s give those soirée-loving clients something to get excited about!

Pop-up Party Essential Elements

Directional signage turns out to be critical, Yamamoto points out. “Most people are happy to honor the hosts’ requests

for traffic flow, parking, masks, personal spacing and hand washing. But they have to know how to comply. Everyone’s expectations are different.” Yamamoto emphasizes that party rules should be clearly posted at various locations for everyone’s enjoyment.

The other essential element is the backdrop. “Don’t spread your money too thinly,” Yamamoto advises. “Go big on the backdrop; make it the focal point. Then you’ll get some truly Pinterest-worthy photos for referrals!”

She also delights clients with special surprises like goodie boxes. “Everyone wants a piece of a party to take home. If you make it memorable, they want to keep it,” Yamamoto adds.

Contract Changes and Profitability

Quick-turn events like Yamamoto’s Porch Parties still require a contract similar to large-scale on-site events, with one exception—payment in full, in advance, she says.

“Educate your customers,” Yamamoto advises. “The design and décor have to be flexible these days. In L.A., balloons are sold out. Flowers are accessible but limited. We increasingly rely on painted greenery and dried florals. Often these items can be reused, making our work more profitable.”

But it’s important to have the funds and flexibility to use what works. She also recommends examining your inventory and pulling from it as much as possible. Reusable usually means more profitable.

Challenges to Consider

As with any onsite work, the location and weather are wild cards. “Unexpected slopes and divots can wreak havoc on your design. Scout the specific area whenever possible,” Yamamoto suggests.

She also cautions about the impact of weather, particularly temperature and sun exposure, to design elements. “You have to watch inflatables, fresh flowers and painted items. They can go bad fast.”

Package Your Parties to Sell

It’s tempting to offer everyone fully customizable events. Many designers stake their businesses on creative client collaboration. But smaller events can mean smaller budgets. Straying into too many offers can dent your profitability on small-scale jobs. Yamamoto recommends promoting clearly defined packages.

“Offer maybe three options: one with just a backdrop, then add-ons for balloons, flowers or other services. Use templates, and stick to your packages. Deviating gets expensive,”she assures.

Yamamoto admits that Porch Parties aren’t a long-term play for her business. “It’s not really sustainable for my business’s overhead,” she informs. “But I can see the potential for a boutique florist in a smaller market.” (See our sidebar on the opposite page for ideas on how to adapt or modify the Porch Party event idea for your business’s needs.)

The Perks of Pop-ups

Adding a mobile or small-scale event option can benefit your business and also your community. You are building goodwill by offering your clients a joyful respite from mundane pandemic life. And getting your team back out into the community will boost your visibility, hopefully seeding near and long-term referrals.

But the obvious business benefit is cash flow. If your calendar is feeling lonely this spring, think through the possibilities for Porch Parties or similar quick-turn events in your area. Let’s schedule some must-have celebrations in 2021 to start the revelry and money flowing again!