Montana's wedding industry is on the rise

Your clients want to get married in Whitefish, Montana, and, by the way, they definitely want a lake view.

That beautiful lake — it’s both a blessing and a curse for Missy Laughlin and Marsha Gifford, who run I Do I Do Events in Whitefish, one of Western Montana’s favorite resort towns.

Lakeside venues book up fast — so whether you want a grand event at Whitefish Lake Lodge, or a small, intimate gathering at the city beach, you better book early.

“Depending on the size of the wedding, it can be a challenge to find that venue,” Laughlin said. “Everyone wants that wonderful view, that vista. The mountains — those are a little easier.”

But it’s a challenge that Laughlin and her business partner, Marsha Gifford, both relish. In all, they’ve planned dozens of weddings in and around Whitefish, in an amazing array of venues, from weathered barns and yurts to dude ranches to fancy hotels.

One couple planned their wedding ceremony in Glacier National Park, at the amphitheater at the Apgar Visitor Center. After a delightful ceremony, Laughlin and Gifford had to make sure they had every detail organized back in town for the reception.

“We had to get the flowers back from Glacier and beat the crowds, all before people arrived,” Laughlin said with a laugh. “It was tricky, but we managed.”

After all this time, they both still enjoy the business, even with its hassles and headaches. “We do all the running around so you don’t have to,” said Laughlin, a former art major. “You definitely have to love the business, which we do.”

I Do I Do Events is just one of a growing number of wedding planning businesses in Montana. With more than 6,500 weddings in the state last year, according to industry stats, there’s certainly plenty of work to go around.

Although the numbers are still modest compared to large cities, the number of wedding consultants operating in the state grew by about one-third last year, according to Sarah Lawlor of the state tourism office.

“(We’ve) really seen an influx in the last year,” Lawlor said. “The trend is definitely upward as a whole.”

Katalin Green, a Bozeman-based wedding planner, has seen the same growth in the Montana wedding industry. More lodges and venues are designing packages specifically for weddings, according to Green.

“In Montana, it’s really grown tremendously in the last five years,” Green said. “More venues are catering directly to weddings.”

Green prides herself on making each wedding a visual feast, with lush flowers, gorgeous centerpieces, and special touches that reflect the bride and groom’s personalities.

For past weddings, she’s hired a metal artist to design a custom steel arch, and even asked a local farrier to design a special brand for the wedding couple.

“You won’t see cookie-cutter weddings on our portfolio, because it’s really about the couple,” Green said. “We try to (discover) something they share and make that our theme.”

Green scoffs at the image of the busybody planner, haranguing the wedding party and their guests.

Being a superb wedding planner is more about eliminating any problems before they happen — like making sure the sprinklers don’t go off or the caterers don’t show up in the middle of the ceremony, according to Green.

“The highest compliment I’ve been paid was when the bride said, ‘I hardly even noticed you the whole evening,’” Green said.

Green notes that the job isn’t for everyone — and it’s a lot less glamorous than it looks in the movies. She’s had to tackle rattlesnakes, rustic accommodations, and even grizzly bears, all with the goal of creating the perfect wedding day for her clients.

But despite the unique challenges of throwing a wedding in Montana, her client list keeps growing. It’s because Montana offers an experience unlike anywhere else, in Green’s view.

“They love the mountains and to fly fish, and they want to share that experience with their guests,” Green said. “That’s the charm of Montana, and the reason people come from all over the world. It doesn’t compare to the Plaza, or the Biltmore, but that’s the appeal. It’s the rustic elegance that only Montana can offer.”

-Dana Green

Advice from Montana Wedding Planners:

Book early. The most important detail about your wedding is the venue, according to Laughlin. You want to make sure it reflects your personality, and to get your favored venue, be sure to plan ahead.

Consider hiring a “day of” coordinator. Many wedding planners can be hired by the hour to coordinate vendors, assist guests, and handle emergencies for the rehearsal dinner and the wedding day.

Be careful of hidden costs when you plan a wedding at home. Rental and house maintenance costs can definitely add up, including renting a tent, chairs, tables, portable toilets, and fixing up the house for a wedding. Most venues will take care of many of these rentals, so be sure to compare costs before you plan an at-home event.

Pay attention to color and lighting. If you’re on a modest budget, dramatic, well-coordinated color and careful attention to lighting, such as using a wealth of candles in a room, can really make an impact. “Lighting really changes the feel,” said Green.

Decide your priorities. To save money, you can observe expensive items, like a fancy wedding dress, and then emulate them. But choose one thing to really splurge on — whether it’s flowers, or the cake, or a beautiful, handmade arch — and make it the focal point.

Look for nontraditional venues to save money. Museums, galleries, and restaurants can all make great sites for a wedding. Or pick your favorite venue and ask if they can design a mid-week package.

Establish your budget up front. Green’s advice: decide your budget and stick with it. “If a bride and groom start overspending, they’ll get anxious,” Green said. "There’s nothing worse.”

Create a wedding day timeline. Figure out the events of the day — taking pictures, cutting the cake, when the band will start — so you don’t end up with the photographer leaving before you’ve cut the cake or started dancing. “You don’t want to be wondering what comes next,” said Green.
Dana Green