(How Full-Service Venues Can Stop Underselling Their Value)
Let’s talk about that moment when a couple walks into your all-inclusive venue and says, “But we already have a photographer.” I can feel your internal eye roll from here. Because you know what’s coming next: the inevitable “Can we customize the package?” conversation that makes you want to bang your head against your beautifully decorated walls.
The All-Inclusive Identity Crisis
Here’s the thing about being an all-inclusive venue: You’re not just selling space. You’re selling sanity. Peace of mind. The knowledge that your carefully curated team of vendors will create magic together because they’ve done it a hundred times before.
But somewhere along the way, “all-inclusive” started feeling like “one-size-fits-all,” and that’s where we went wrong.
The True Value of All-Inclusive
When a couple books your venue, they’re not just getting:
- A gorgeous space
- A rockstar caterer
- A killer DJ
- A dream photography team
- Pinterest-worthy decor
They’re getting an entire wedding ecosystem that works. A team that can read each other’s minds. A well-oiled machine that turns wedding dreams into reality without the couple having to become a project manager in their spare time.
Breaking Free From the Price-Per-Head Prison
Here’s where most all-inclusive venues get stuck. They price everything based on guest count and end up having conversations like:
“It’s $250 per person, which includes everything!” (Cue the couple immediately dividing that by their chicken dinner to try to figure out if they’re getting “ripped off.”)
Stop. Just stop.
The New Way to Price All-Inclusive
Smart all-inclusive venues are shifting to experience-based pricing that reflects their true value:
Base Celebration Experience:
- Your curated vendor dream team
- Seamless planning process
- Stress-free coordination
- Design consultation
- Timeline mastery
Then layer in:
- Guest comfort and culinary journey
- Entertainment and atmosphere design
- Legacy (photo/video) creation
- Style and decor implementation
- Day-of experience enhancement
See what we did there? Same inclusions, totally different perception.
Making “All-Inclusive” Feel Exclusive
Your venue isn’t a wedding factory—stop pricing like one. Instead of: “Our all-inclusive package is $65,000 for up to 200 guests”
Try: “Our signature celebration experience begins at $65,000, artfully crafted for up to 200 guests”
Then show them how to make it their own:
Personalization Opportunities:
- Elevated culinary experiences
- Enhanced bar offerings
- Extended celebration hours
- Additional style elements
- Legacy coverage additions
The “Yes, And” Approach
When a couple says they love everything but want to bring their own photographer, don’t panic. Have a ready response that builds value:
“We completely understand wanting to choose your own photographer! While our experience price remains the same because it reflects the seamless coordination and proven success of our full team, we’re happy to:
- Have our photo team collaborate with yours
- Adjust their coverage to complement yours
- Share our venue expertise with them
- Ensure perfect timeline integration
- Maintain our service excellence”
Why This Works Better
Traditional All-Inclusive Approach: “No substitutions or customization” (Feels rigid and impersonal)
New Dynamic Approach: “Your experience includes our carefully curated team, plus opportunities to enhance your celebration” (Feels flexible and luxurious)
The Revenue Reality
When you stop defending your “package” and start selling your experience, amazing things happen:
Instead of: Couple books base package: $65,000 Asks for discounts because they’re not using all vendors: -$5,000 Final Revenue: $60,000
You get: Couple books signature experience: $65,000 Adds celebration enhancements: +$8,000 Final Revenue: $73,000
Making It Work In Real Life
- Start With Your Story
- Why your team works together
- How you create magic
- What makes your experience unique
- Where your value really lies
- When your expertise shows most
- Price Your Experience
- Based on your true value
- Not just vendor costs
- Including your expertise
- Reflecting your market
- Showcasing your uniqueness
- Create Enhancement Opportunities
- Special menu additions
- Premium bar selections
- Extra coverage hours
- Design upgrades
- Experience elevations
The Bottom Line
Stop apologizing for being all-inclusive. Start celebrating it. Because you’re not selling a bundle of vendors—you’re selling the certainty of an incredible celebration.
Your all-inclusive venue isn’t a package deal. It’s a carefully orchestrated experience that just happens to include everything they need (and then some).
Ready to reimagine your all-inclusive experience?
[ELEVATE YOUR OFFERING]
P.S. The next time a couple asks if they can customize your package because they “already have a photographer,” remember: You’re not selling them a photographer. You’re selling them peace of mind. And that’s priceless.
