READING TIME: 4 min 48 sec
PUBLICATION DATE: 11/14/2024
UPDATED: 11/14/2024
In the world of wedding planning, where dreams come to life through seamless coordination and meaningful details, SoHo Event Design stands out for its heartfelt dedication to every couple and their vision. With over 15 years of experience in the industry, the founder of SoHo Event Design brings Southern Hospitality, personalized connections, and transformative experiences to every celebration. We sat down with this seasoned planner to delve into the journey of SoHo Event Design, their philosophy, and what makes their approach to weddings so special.
The story of SoHo Event Design began with a simple passion for creating beauty and joy. “I started in the industry over 15 years ago when I worked with a planning company in college,” shares Sarah Cook. Beginning as a day-of assistant, they quickly rose through the ranks to assistant planners. “I loved the fast-paced environment, the beautiful details, and the relationships built after years in the industry.”
Since then, Sarah Cook's experience has expanded across various aspects of the hospitality industry, from venues to food and beverage, and even corporate and non-profit events. Five years ago, they decided it was time to bring their expertise and vision to their own company. “I officially started my own company five years ago and never looked back!”
Despite the unique challenges faced by every wedding planner, particularly those who launched a business during a tumultuous time, SoHo Event Design continued to grow. “My first official year of weddings was 2020, and we all know how that went, so I learned a lot at the start on how to navigate difficult experiences.”
While the name “SoHo” might evoke thoughts of New York, it’s an homage to the company’s Southern roots. “The name of my company says it all – many see SoHo Events and think it's a tie to New York, but in fact, it stands for Southern Hospitality.” This ethos of warmth and inclusivity is embedded in every interaction, every decision, and every design choice that SoHo Event Design makes.
At the heart of this philosophy is the desire to create not only memorable events but lifelong relationships. “My goal is to plan weddings that become a part of my client's family legacy.” SoHo Event Design strives to create a foundation of trust, ensuring that every couple feels supported and understood throughout the planning journey.
The genuine connections built with clients are what truly fuels Sarah Cook's love for wedding planning. “The relationships I get to build with my clients and their families are so incredibly special.” By taking the time to understand each couple’s unique story, SoHo Event Design can craft weddings that are both visually stunning and deeply meaningful. “Pinpointing my couples’ preferences and wishes and bringing them to life through design and experiences brings me such joy.”
SoHo Event Design provides a comprehensive range of services designed to elevate the wedding experience for both couples and their guests. The company offers full planning and design services, as well as coordination for wedding-related events like rehearsal dinners, welcome parties, farewell brunches, and after-parties. For Sarah Cook, the focus on quality over quantity is essential: “I offer full planning & design services for a select number of clients each year. This is to ensure my clients receive the luxury experience they expect and deserve.”
When it comes to collaborating with clients, flexibility and customization are key. SoHo Event Design takes pride in tailoring each experience to meet the specific needs of each couple. “Any part of the wedding weekend that will add to the overall client & guest experience is what I love to get my hands on.”
Some weddings hold a special place in Sarah Cook's memory, not just for their aesthetic beauty but for the connections they fostered. “The one that immediately pops into my mind was from the summer of 2023. At that time, it was at a local venue that was on the bucket list, and the clients were some of the best people.” Trusting SoHo Event Design with their vision, the couple allowed for creative freedom, which led to stunning and unexpected results, including a custom seating display wall that left a lasting impression. “Not only were they clients, but they turned into dear friends, and the friendship continues to this day.”
In a world full of Pinterest boards and Instagram inspiration, it can be challenging for couples to maintain realistic expectations, particularly around budgeting. SoHo Event Design takes a proactive approach to client education. “The misinformation available to couples on the internet in regards to budgeting and expectations” can be overwhelming, the founder explains. By setting honest and open expectations from the start, they help clients feel informed and empowered to make the best decisions for their wedding.
“My goal is to always get my clients in either at or under their budget, but sometimes that isn't feasible based on specific design requirements.” This approach includes a strong emphasis on flexibility and a realistic understanding of costs. “I always try to show ‘worst-case scenario’ so we can discuss all options to see how best to proceed.”
If there’s one piece of advice Sarah offers to every couple, it’s the value of having a professional planner from the very beginning. “Hire your planner first! I know it sounds biased, but it truly is the best place to start to ensure you're able to stay within budget, not go ‘venue broke’ and miss out on the fun details you may be excited about.”
Planning a wedding is often described as a full-time job, and having a trusted planner means couples can focus on enjoying their engagement rather than managing countless logistics. “Planning a wedding is a full-time job (hence why I do it for a living!), so bringing on a planner & designer will take that load off your plate so you can enjoy being engaged!”
For a planner with such diverse experience, dream venues are often places that inspire creativity and a touch of adventure. “Whitehall Events in Annapolis, MD, a French Château with a full property buyout for family & close friends, and an intimate wedding in Iceland (one of my favorite places in the world!)” are among the founder’s dream venues. These places provide the perfect backdrop for the kind of timeless, magical experiences that SoHo Event Design is known for creating.
For SoHo Event Design, the future is filled with plans for growth and expanding into new markets. With a focus on Charlotte, NC, and Charleston, SC, as well as aspirations to work in Charlottesville, VA, and Washington, DC,Sarah Cook is excited to bring the warmth of Southern Hospitality to even more clients.
As for what’s next? The goal remains the same: to continue building lasting relationships with clients and crafting extraordinary celebrations that leave a legacy. “My ideal clients appreciate the details, that fully trust in me and my abilities to handle all aspects of the planning process and focus on the overall guest experience.”
