Kid's and Teen's Parties

Kids' party planning has been hot for several years. Now teen party planning is sizzling as well. Blame MTV's My Super Sweet 16 for showing teens nationwide the extremes the superwealthy go to for a child's coming-of-age soiree. American teens, who number more than 70 million, want what's hot at all their parties -- from bar and bat mitzvahs to quinceañeras, sweet 16 parties and other coming-of-age rites. From starting a new specialty business to adding kids' and teens' parties to your existing event-planning business, or specializing in teen party peripheries like security or entertainment, there's an angle for everyone.

Party planning expert Marley Majcher, 37, who founded Pasadena, California-based The Party Goddess! Inc. in 2000, suggests walking that fine line between making your young clients happy and making their purse-string-holding parents even happier. "You have to be a really good listener and see yourself as a liaison," she says. It's true of younger kids' parties as well -- parents will likely want to include them in the planning, even if it's just asking what theme they want. Your job is to listen to the child's interests and select the perfect theme -- dinosaurs, princesses, Finding Nemo -- that makes their eyes light up.

To succeed, you'd better follow the trends. Majcher, whose company expects to bring in $2.5 million this year, notes that lounge party setups are in vogue for teens. And since music and entertainment are paramount to any successful teen shindig, hooking up with hot DJs in your area can help you break into the market. For younger kids, the trend factor is less important, but for parents, the "keeping up with the Joneses" factor is alive and well. The theme is whatever the child loves -- but the execution should be exceptional.

Ready to start the fun with your own kids' or teens' party planning business? In addition to marketing in areas with high disposable income, follow these tips.

Learn negotiating skills. It's important to keep the parents happy because they're footing the bill, but you should still be looked up to as an expert by the teenage or preteen guest of honor. Hone your communication skills so you can steer your clients to great parties within their parents' requirements, all while avoiding family conflict.

Know your marketplace. Determine how you should price your services -- a flat fee or a percentage of the final party cost? Local customs can help you decide. Also, check out the International Special Events Society (www.ises.com) for information on how to become a Certified Special Events Professional, and consider attending a convention of local event planners.

Cross-promote. See if you can forge alliances with local record stores, DJs and other vendors within your target demographic. Check out country clubs, too, suggests Majcher, as many affluent parents might be connected to such groups and are likely to hold functions in those locations. You might even volunteer to decorate or help organize a school's prom in exchange for branding opportunities, just to get your name out there with the teen set.

For younger kids, put up fliers, postcards or business cards where kids and parents will see them, such as in pediatricians' offices, toy stores and places that hold kids' classes like dance or karate. Network with kids' party vendors like clowns, face painters and balloon artists for referrals.

Do the math. Majcher notes that because kids' parties generally have lower cost margins than huge shindigs like bar mitzvahs and weddings, your revenue will generally be smaller. To make money doing this, plan to increase the number of parties you design, or add kids' parties as a supplemental offering to your general event-planning business. If you're thinking smaller, this can also be a great part-time gig.