How to price your event planning services

Price with confidence and get paid what you're worth.

Understanding event planning pricing

Event planning pricing is notoriously tricky. You're not selling hours—you're selling expertise, vendor relationships, stress relief, and unforgettable experiences. Your pricing should reflect the immense value you provide.

Common pricing models

1. Flat fee pricing

How it works: You charge a fixed price for a defined scope of services. Example:

• Full-service wedding planning: $5,000-15,000+

• Day-of coordination: $1,500-3,500

• Partial planning: $2,500-5,000

Pros:

• Clear and simple for clients to understand

• You know exactly what you're earning

• Easier to quote and compare

Cons:

• Scope creep can eat into profits

• Doesn't scale with event size/complexity

• Risk if event takes more time than expected

Best for: Day-of coordination, partial planning, simpler events

2. Percentage of budget pricing

How it works: You charge a percentage of the total event budget. Typical percentages:

• Full-service planning: 15-20% of budget

• Partial planning: 10-15% of budget

• Design only: 5-10% of budget

Example:

• $100,000 wedding x 15% = $15,000 fee

Pros:

• Fee scales with event complexity

• Aligns your incentive with quality (bigger budget = more work = higher pay)

• Common in high-end markets

Cons:

• Requires knowing final budget upfront

• Budget changes affect your fee

• Can feel opaque to clients

Best for: Full-service planning, luxury events, high-budget events

3. Hourly pricing

How it works: You charge by the hour for planning services. Typical rates: $50-200/hour depending on experience and market Pros:

• Fair if scope is unclear

• Good for consulting or a la carte services

• Easy to track and justify

Cons:

• Penalizes efficiency (the faster you work, the less you earn)

• Unpredictable total cost for clients

• Requires careful time tracking

Best for: Consulting, very small events, specific tasks only

4. Hybrid pricing

How it works: Combine models—e.g., flat base fee + percentage, or flat fee + hourly for extras. Example:

• Base fee: $3,000 (covers core planning)

• Plus 10% of vendor spend over $50,000

Pros:

• Balances predictability with scalability

• Can be customized per client

• Protects you on both small and large events

Best for: Experienced planners with diverse clientele

Calculating your prices

Know your costs

Annual business expenses:

• Insurance and legal

• Software and tools

• Marketing and website

• Travel and mileage

• Office/co-working space

• Professional development

• Your salary

Example:

• Total annual costs: $60,000

• Desired profit margin: 20%

• Target revenue: $75,000

Know your capacity

How many events can you realistically handle?

• Solo planner: 12-20 weddings/year

• With assistant: 20-30 weddings/year

• Team: 30-50+ weddings/year

Calculate minimum price

Minimum per event = Target revenue / Number of events

Example:

• $75,000 / 15 events = $5,000 minimum average per event

This is your floor. Price above this for sustainability.

Packaging your services

Create tiered packages

Make it easy for clients to choose:

Package 1: Day-Of Coordination

• Timeline creation and management

• Vendor coordination on event day

• Setup and breakdown oversight

• Price: $1,800

Package 2: Partial Planning

• Everything in Day-Of

• Vendor recommendations and booking

• Design assistance

• Monthly check-ins

• Price: $4,500

Package 3: Full-Service Planning

• Everything in Partial

• Budget management

• Full vendor research and booking

• Unlimited meetings

• Price: $8,000+

Add-on services

Increase revenue with extras:

• Destination planning fee: +$1,000-2,000

• Rehearsal dinner coordination: +$500

• Bridal shower planning: +$750

• Welcome party coordination: +$500

• Guest management/RSVP tracking: +$300

Collecting payments

Retainer to secure the date

Require a non-refundable retainer at booking:

• Typically 25-50% of total fee

• Secures the date on your calendar

• Shows client commitment

Payment milestones

For full-service planning:

• At booking: 25-50% retainer

• 6 months before: 25%

• 1 month before: Final 25-50%

For day-of coordination:

• At booking: 50%

• 2 weeks before: 50%

Include in contract

Spell out payment terms clearly:

• Due dates

• Accepted payment methods

• Late payment fees ($25 or 1.5% per month)

• Refund policy

When to raise prices

Signs it's time

• You're fully booked months in advance

• You haven't raised prices in 1-2 years

• Your costs have increased

• You've gained experience, credentials, or features

• You're regularly winning clients at current prices

How much to increase

• Annual inflation adjustment: 3-5%

• Significant upgrade (portfolio, team, experience): 10-20%

• Market repositioning: 20-50%

Communicating increases

• Announce 30-60 days before new pricing takes effect

• Honor quoted prices for existing clients

• Explain the value (new team member, better service, etc.)

Competitive positioning

Research your market

Find out what others charge:

• Join industry groups and ask (many share openly)

• Check competitor websites

• Ask clients what others quoted

Position intentionally

• Budget: Compete on price, volume-based model

• Mid-market: Balance of value and quality

• Premium/luxury: Highest prices, exceptional service and experience

Your positioning affects everything—marketing, client expectations, workload.

Pro tips

• Never quote immediately: "Let me put together a custom proposal" buys you time to research and position

• Quote in ranges: "Full-service planning typically runs $6,000-10,000 depending on complexity"

• Lead with value: Explain what they get before mentioning price

• Use contracts: Protect yourself and set clear expectations

• Raise prices regularly: Annual increases prevent stagnation

• Know your worth: Confidence in pricing comes from confidence in your value