Renting Sophistication

Still smaller in 2021, weddings will have more coordinated looks

By Terry Troy

When it comes to weddings, rental companies see the trend for smaller events to continue, but with an increasing amount of coordination in terms of design.

“They may be smaller, but people are making weddings more extravagant than ever before, in terms of décor, backdrops and floral arrangements,” says Sarah Swisher, marketing manager at Prime Time Party & Event Rental serving the Dayton and Cincinnati areas. “We have everything from tents, tables, chairs, linens, china and flatware.”

Which also includes backdrops and ceremony décor, cake stands, chair covers, center pieces, ancillary furniture and more.

“From the time you walk in the door, you are greeted by an event consultant that walks you through the entire rental process,” adds Swisher. “And we allow changes up to two weeks before the event.”

Having an event specialist assist you with rental equipment is almost essential these days, especially with the coordinated looks brides and groups are demanding for their nuptials. People are in general, a lot more selective with how they want their wedding to look and they have more choices now than ever before.

“Take flatware as an example,” says Swisher. “It used to be that silver was the standard. But now people want black flatware or even copper.”

Clients are also demanding more service, she says.

“We steam press all of our linens and all of our items come table ready,” says Swisher. “And people can return linens, china and flatware—basically everything they rent—without washing them first. So they don’t have to worry about clean up at the end of the night.”

Going that extra mile has been a hallmark of the kind of service that Prime Time has always offered, but it’s not the only rental company that prides itself on service.

Melissa Ellison, office manager at Lasting Impressions Event Rental in Columbus and Bedford Heights near Cleveland, has been in the business for 22 years.

“We have definitely seen a trend this coming season toward more tented weddings and smaller tented wedding in particular,” she says. “Weddings may be smaller in terms of size, but they are way more extravagant.

“Even though we are in the middle of a pandemic, weddings haven’t gone anywhere. The market may have slowed down, but people are still getting married. I’ve experienced the housing market crash and the great recession, and no matter what, weddings will still go on.”

The trend of more coordinated upscale looks started well before the pandemic and has continued to grow in popularity as events have gotten smaller, Ellison adds.

“People want more specific, focused looks,” she adds.

In terms of national trends, wedding planners are seeing fresher, more nature-inspired hues and color palettes and prints. While white has been popular with weddings for years, today’s couples are more prone to experiment with colors that are bright and happy. This design trend is being carried over into stationery, décor and even into foods as well as wedding cakes.

While the looks of rental items are more sophisticated across the board, couples are also very concerned about creating a more relaxed environment. Another clear wedding trend in terms of rental décor is the inclusion of greenery, dressing up tables with foliage, ceremony arches with displays of greenery, and the inclusion of ferns or other succulents.

The best thing about this overall trend is that it can be incorporated into any wedding look, whether it’s a simple farmhouse country theme or a modern urban environment. Concept and tent canopy lighting are also gaining in popularity, a feature that can be adapted for the sunshine, sunset or later in the evening. It’s not just about illumination today, it’s as much about creating a mood.

Couples are also adopting an eco-friendly trend and other ways of hosting responsibly, which includes everything from going plastic free to donating wedding flowers to charitable causes or even committing to zero waste.

Regardless of what you need to rent, there are two overreaching trends in the rental industry, and it basically mirrors other wedding trends.

The first is coordinating the overall look and feel of the ceremony and reception. Unless you are a professional or are working with an event or wedding planner, lean on the rental organization for advice. Second, and perhaps most importantly, plan early so you can get what you want when you want it.

“Lasting Impressions will work with anyone, wedding planners and caterers to directly with brides, grooms and family and everyone in between, including florists,” says Ellison.

But she also offers a cautionary tale.

“Right now, it looks like business will pick up significantly for us in September and into October,” says Ellison. “We have a lot of reservations, but we also have a lot of bids out there, which is a lot higher for weddings because of the pent-up demand. That is not just for us, but the rental industry in general.”

So make your plans early, and make decisions as early as possible to avoid any possible equipment problems.

“If you’re planning on having a wedding under a tent, and you can’t get a tent, it won’t be good, especially if the weather is not cooperative,” says Ellison. “You don’t want to be stuck and have a failed wedding.” n

Weddings may be smaller than before, but that hasn’t made them less extravagant.