From Gracious Hostess to Luxury Event Planner: How Whitney Bowman Became Knoxville’s Premier Luxury Wedding Planner

From her humble beginnings as a gracious hostess to becoming one of Tennessee’s premier event planners, Whitney Bowman takes us through the highs and lows of building a successful luxury event planning business. In this episode, we explore the power of community support, the valuable lessons learned from growing pains, and her unwavering dedication to creating unforgettable weddings. Whether you’re an aspiring event planner or simply curious about the world of high-end celebrations, this conversation is a must-listen!

 

 

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Growing the Brand: From Passion Project to Full-Service Planning

In the beginning, I had been sick, and I felt like there was this missing piece in my life. I’m a person of faith, and I had promised myself that if I got well, I wanted to make a difference somehow. And while I’m not a doctor or a teacher, I do believe what we do really matters—we help people through one of the most important days of their lives. For many of our clients, it’s their first big life event, so I took that role seriously.

At first, I took anything anyone would give me. I remember telling my husband, Bob, “I just booked a wedding for $2,500! Isn’t that great?” But of course, by the time the event was done, I realized I’d actually lost money. Still, it was what I needed—to get back out there, boots on the ground, re-establishing myself. It was worth it.

Over time, I raised my prices and kept growing. I began doing different types of events—weddings, fundraisers, parties—and eventually had to ask myself: Who do I really want to be? I enjoyed the birthday parties, loved the people, but I felt myself gravitating more toward weddings. That’s when Whitney Bowman Events really took shape as a dedicated wedding planning business.

We brought on a lead planner and started doing all the “big girl” things—planning fees, production fees, and contracts. It worked well for a while, using a kind of hybrid model. We’d charge a flat fee for planning and then a per-day fee for production, depending on how many days were needed. But with the nature of weddings, especially the ones I plan, it was rarely a simple one-day setup.

Things change. Weather happens. Rental trucks break down in Indiana. Suddenly, you’re spending two extra days at a venue waiting. The pricing model started to feel complicated—not just for me, but for clients, too. It caused anxiety because no one likes surprise costs, even if they’re justified.

 

Switching to Percentage-based Pricing

So I started reaching out to peers in Atlanta, New York, Charleston—people in the industry I respected—and asked them what worked. That’s when I started shifting to a percentage-based pricing model, which has become more of an industry standard.

But I’ll be honest—that change was hard for me. My moral compass struggled with it. I never wanted clients to think I was suggesting things just to make more money. Like, if someone adds $8,000 worth of transportation, I’m taking a percentage of that—and I worried people might think I pushed it for my own gain. But I realized that most clients either love the model or don’t. Some are ready to book right away, and others just want a fixed number.

Now, I really believe it’s the safest and most efficient way to work for both me and my clients—and it’s working well.

As for the scope of what I do, I’ve always focused on planning and design, not florals or rentals myself, but I’m very hands-on. Growing up, I didn’t read bedtime stories—we read etiquette books. I learned how to set a proper dining room table, where the soup spoon and seafood fork go. My grandparents taught me how to pick flowers from the yard and arrange them. Hosting and attention to detail were just part of life.

I’ve always loved being in control of the process, so while I don’t physically do everything, I have my hand in every single detail. The design is my heart—I create every wedding you see. I present the design to my clients, we refine it together, and then I collaborate with my core team. They all have their own companies, but we work together seamlessly. For example, Lauren at Wither and Bloom does about 90% of my florals. I bring the vision, mood boards, and concepts—and she helps bring it to life, even though I can’t draw to save my life!

The same goes for paper goods—we work with Lolly at Little Postage House and fully design those details. I may not physically create every element, but I lead the vision from your invitation suite to your bus driver.

There are a couple of moments that really stand out to me. One that may seem small but was incredibly meaningful involved a very well-respected family here in Knoxville. They asked me to plan their daughter Nell’s wedding. She specifically wanted us to be part of her day, and I’m forever grateful. That wedding was a pivotal moment—it really helped reintroduce me to the community. People saw that I was back, healthy, and capable of doing full-service weddings at a high level.

It also helped showcase what sets us apart. We’re really the only full-service wedding planning company in the area—handling everything from RSVPs to building websites to design and logistics. That wedding reminded people of what I do, and it was a major turning point.

Being published has also played a role in our growth. We were recently named one of the top five planners in Tennessee, which was such an honor. And over the past two years, we’ve really made a shift into the luxury market. That’s been intentional. Surrounding myself with the right people has helped a lot—building a strong team and keeping my standards high. We’ve had features in Style Me Pretty, Grace Ormonde, and Inside Weddings. Those moments of recognition definitely made an impact.

As for staying inspired, it hasn’t always been easy, especially being the only full-service planner in Knoxville. There were times I felt like, “Who do I even ask for advice?” That’s where social media really helped. It allowed me to connect with other planners outside the area.

WIPA has also been a fantastic resource. Are you familiar with it? It’s been great for learning how others approach things—not necessarily what they charge, but how they structure their services, what packages they offer, and how they run their businesses. I’ve also reached out to planners in Nashville and North Carolina to have those kinds of conversations.

And, of course, there are always people I look up to—like Calder Clark and Tara Guérard. Seeing their work online has been incredibly inspiring. I haven’t made it to an Engage! conference yet, but it’s definitely a goal.

Ultimately, I think the biggest shift has come from my clients themselves. I’ve had several recently who’ve said, “We trust you—go do your thing.” That’s such a gift. When clients give you creative freedom, that’s when the magic happens. I feel like all creatives work best when they’re trusted. And now, that’s exactly how I get to work—designing with full creative control, delivering the very best outcome possible.

 

Building Trusted Vendor Relationships

It’s interesting—some of these relationships go way back. For example, Terry Turner from All Occasion Party Rentals and I have worked together for 27 years. He was there for the very first tent I ever set up at Maple Grove. That kind of long-standing relationship means the world to me.

Of course, things have grown since then. Knoxville has some truly amazing vendors, and we still work with several of them regularly. I have a cake artist I use exclusively and, of course, Lauren from Wither and Bloom, who handles most of my florals. Lolly from Little Postage House—whom I’ve mentioned before—actually came to me through my lead planner. They had a personal connection, and Lolly has completely impressed me ever since. She’s deeply involved in every detail of the paper goods—from the save-the-dates to the day-of materials—and even helps ensure everything ties beautifully into our branding.

The way I choose vendors might be a little unconventional. I want to be able to communicate easily with you, to feel a connection. But I also need people who are okay with the fact that I like to lead the creative direction. I come in with a clear design vision, and I need partners who are comfortable with that—who can take my ideas and bring them to life without feeling creatively stifled. I always ask, “Are you okay with that? Does this give you pause?” And every vendor I’ve ended up working with has said, “No, let’s do it. Let’s collaborate.” That openness is key.

Beyond Knoxville, I also work with a number of out-of-town vendors. In fact, about 80% of the vendors I use—aside from florals and stationery—aren’t local. We work with companies like Please Be Seated out of Nashville and Curated Events. Many of those relationships began because I reached out. Other times, vendors have actually found me, especially since we rebranded and launched a new website a couple of years ago. That investment in the brand really helped us attract the kind of collaborators who align with our vision and values.

 

Showing Up Authentically Online

I’m 54—and I love looking at social media, but I’ll be honest, I’m not great at doing it myself. I scroll way too much, probably more than I should! But yes, it has definitely become a part of the business.

We don’t have a huge following—we’re around 8,000 now—but when I first started, we had something like 330. So that growth has been encouraging. And even with a smaller following, people still come to me and say, “I saw this wedding you did in West Jefferson, North Carolina—it was incredible.” So yes, social media has absolutely helped.

I’m really trying to be more intentional about it now. I have a social media manager who guides me—she’s like, “You need to post this many times a week, and here are the best times for engagement.” I’m listening!

But the most important thing for me is that it still feels authentic. I don’t want it to be fake or overly curated. I want it to sound like me. So if you read a caption on our Instagram, someone may have helped polish it or checked for typos, but those are my words. That matters to me.

 

Pursuing Purpose and Elevating the Brand

I think I reached a point where I had to be honest with myself. Knoxville is a beautiful place—we have incredible families and a really supportive community—but it’s a smaller market. Maybe there are two or three true luxury weddings here each year, and I started to wonder, how am I going to make this work long-term?

I knew I wanted to keep doing this at a high level, so I decided to branch out. Next, I started reaching out to venues like Old Edwards Inn, Southall in Nashville, and other destination locations. I simply said, “I’m capable of doing this. I’d love the opportunity to work with you. Take a chance on me.” And honestly, it’s worked out beautifully.

A lot of my clients are still from Knoxville, but not all of them want the typical local options. If they don’t belong to a country club or don’t want a barn or industrial space—which we have a lot of—they’re looking for something more elevated or unique. I think especially after COVID, we saw this rise in destination weddings and more intimate, weekend-long celebrations. That’s where I really felt my style and vision could shine.

I definitely felt that creative itch. Rather than waiting, I decided to go out and sell myself. Not just on social media—we also did styled shoots and other things to elevate the brand. But the real game-changer was investing in professional branding and a new website. That, more than anything, helped us “level up” and show people exactly what we’re capable of.

 

Money, Motivation, and Building a Sustainable Business

It’s interesting—I’m 54, and when I was growing up, the focus wasn’t really on money. We were outside playing, riding bikes, and doing things kids did back then. Now, kids are learning about investing, and we’re teaching our own children to be more financially aware. But I’ll admit, my personal relationship with money hasn’t always been what it should be.

I like nice things. For example, I  love a good purse, a great pair of shoes. After my first big, successful wedding, I had some extra money and thought, What do I do with this? So I bought two green velvet chairs and a purse. Looking back, I think—“Yay me,” but also, I probably should have invested that money into branding or a website. I could’ve gotten to where I am now much sooner. But hey, we live and learn.

I’m still not a numbers person, but I’ve built a team that helps with that. I’ve learned to spend less on personal things and more on the business. Two years ago, my accountant encouraged me to start a SEP account—I didn’t even know what that was at the time. She said, “Whitney, you’ve had a great year. Don’t just pay taxes—invest in yourself.” And that’s what I’ve started doing.

I’ve also invested in systems and client communication platforms and added to my team, including a virtual assistant. I’ve learned that the more I pour into the business—whether it’s time, talent, or financial resources—the more it gives back. More hands, more brains, more capacity.

 

Learning About Money

The biggest thing I’ve learned about money? It’s easy to worry about. It’s hard to earn. And it can be intimidating to invest or to decide where to put it—how much to save, how much to spend, whether you take the trip to Italy or save for a rainy day. That part isn’t easy for me. But I’ve realized that what I put back into the business almost always comes back to me twofold.

And yes—there absolutely was a turning point where I needed it to be profitable. At first, Whitney Bowman Events was all about fulfillment. It completed me, gave me purpose and joy. But then reality sets in. We have two kids in college—one getting an MBA, one just starting as a freshman. Life is expensive. And I wanted to contribute financially in a meaningful way.

I remember saying to myself, “I want to buy Fielden’s first car.” That became a real goal. So I worked hard, put money aside, skipped the extra shoes and chairs, and I did it. I bought him a very safe (and very used!) 4Runner. I was so proud because Bob didn’t have to do it alone—I contributed. That was a powerful moment for me. I wanted my kids to see that I could do something for them, too.

Then, I did the same for my daughter four years later.

There was also a deeper layer to all of this. My parents divorced when I was 12—on the opening day of the Knoxville World’s Fair, actually—and my mom didn’t know what she was going to do. But she figured it out. She went on to become the Vice President of one of the largest staffing companies in the U.S. She would always tell me, “Whitney, life can change in a second. You need to be able to support yourself and the people who depend on you—mentally and financially.”

That stuck with me. If anything ever happened to Bob, I’d want to be able to step in and help. So yes, this business is about passion and creativity—but it’s also about being a role model for my daughter and showing her that you can have it all. You can be a mother, a business owner, take vacations, buy the purse—and still do work that lights you up.

 

Chasing Harmony: Balancing Work, Family, and the Passion That Fuels It All

Finding harmony between work and life is something Bob and I continue to work on—honestly, it’s a real push-and-pull. Bob’s an attorney and works seven days a week. He’s the type who goes into the office before church on Sundays and then jumps back in after dinner. So we both have demanding careers that we truly love, and that makes finding balance a bit tricky.

I’m very available to my clients—probably more than I should be. And while that’s one reason why Whitney Bowman Events has been successful, it’s also something I know I need to work on. A lot of planners have strong boundaries—and I genuinely admire that. I just haven’t been great at setting them. Clients text me at 8 p.m., and I respond. I answer emails late at night. And while it’s helped my business, it’s something I know I need to manage better for my own well-being.

Bob and I are empty nesters now, and we’re making an effort to travel more on weekends, to go on date nights, and just unplug. During those moments, I do put the phone down and step away from the business. But the truth is—we both love what we do so much, it’s hard to turn it off. For us, our work brings joy. We feel honored to do what we do—he helps people in his way, and I help bring beauty and happiness to life’s most meaningful moments. It’s not easy to pull away from something that lights you up.

I do have a “family first” philosophy for my team, and I try to live that out. If one of my lead planners says, “It’s my child’s birthday,” I immediately say, “You’re off—we’ll cover you.” I want to create that harmony for others, too, not just talk about it.

It’s a work in progress. And I’m learning to give myself grace and accept that loving your work and loving your family can coexist, even if the balance isn’t perfect.

As you said, what a blessing it is to love your work and your family. I think sometimes we put pressure on ourselves—I should set better boundaries, I should turn off my phone, I should do it all perfectly. But I’m learning to embrace the idea that what works for me might not look like what works for someone else. And that’s okay.

I’m working on it. I promise.

 

Quickfire Favorites, M&M Superstitions, and the Power of Team

 

One thing you’d be embarrassed if people knew?

Probably that I’m a serious sugar addict. I mean—it’s bad. Like, really bad. I have an ICEE almost every day, like I’m a toddler. And M&M’s? They’re basically our team’s good luck charm at this point.

We bring coolers and snacks to every wedding because if you’ve worked in this industry, you know—sometimes you show up, and there’s not even an ice machine or a vending machine in sight. So, M&M’s have become our thing. Everyone gets a handful for good luck, even the poor team member who’s dairy-free. It’s tradition now.

Why? Because the one time we didn’t have them, we had a wedding with a snowstorm and hurricane-force winds in April. Shiva chairs were flying across the venue, and tents were collapsing—total chaos. And we all said, “It’s the M&M’s. We didn’t eat the M&M’s.” So now it’s non-negotiable.

 

Tell us about your team—where do you work, and what does your crew look like?

I feel really blessed. I recently lost my lead planner, Lauren, which was a big transition for me. She helped get us on the platforms we use now and made so much of our tech and workflow possible. I’m not a super tech-savvy person, so I lean heavily on team members who are. That support has been a game-changer.

I tend to hire a lot of students from the University of Tennessee. I see it as a mentoring opportunity—especially for those who think they might want to work in this field. Emily, who’s here with me today, started in September and will stay on through graduation. We’re a close-knit group—truly like a chosen family.

Everyone has a role, and it all works together seamlessly. I make the timeline—very detailed, by the way. One of my clients once told me it read like a military operation. “At 2:02 this will happen, and at 2:05 this…” But on the day of, I want to step into my role as founder and creative director.

So I now have team members who manage tech, oversee the timeline, check in the band, coordinate rentals—everything. I’ve even brought on a production manager recently, and he’s fantastic. My job is to oversee the big picture while they handle the moving parts. And it works beautifully.

 

Any regrets or do-over moments?

If I had to pick something, it would be not investing in my business sooner. I see now what a difference it’s made—the branding, the website, social media, hiring a social media manager. But truly, I don’t carry regrets. My heart is just full of gratitude. This amazing Knoxville community welcomed me back into their most important moments, and that’s a blessing. I know I’m doing what I was called to do.

 

Big wins or pinch-me moments?

One of the biggest wins for me was being able to pay for both of my kids’ cars. I remember writing those checks and thinking, I never imagined I’d be able to do this. It was such a proud, pinch-me moment.

Another one that sticks with me was a call I got from Coley Spencer, a videographer I’ve worked with for years. When we first met, she was still a nurse. I referred her, others saw her work and started referring her, and one day she called me and said, “I just walked out of the hospital for the last time. I’m a full-time videographer now. Thank you for believing in me.” That was a huge moment. It reminded me that we’re not just creating pretty things—we’re helping people step into the lives they dream of.

And then there are those quiet, full-circle moments. Like sitting in an empty reception room after the detail shots are done, looking around, and thinking, We did this. And it turned out even better than we imagined. That’s the kind of magic that keeps me going.

 

Best advice you’ve received?

The best advice I’ve ever gotten is simple: Who you surround yourself with makes or breaks you. That came from my grandparents, and it’s something I’ve passed down to my kids. Surround yourself with good people—those who support you, challenge you, and want what’s best for you.

Another piece of advice that’s carried me through tough seasons is: This too shall pass. Whether it was health struggles, uncertainty in my business, or just moments of doubt, that reminder has always helped me push through.

 

What are you working on now?

Right now, I’m thinking about longevity. I’m 54, and I love what I do—I don’t want to stop. I’m trying to figure out how I can keep doing this for the long haul. Will we eventually create a sister company? Do I become more of the founder and creative director while others take the reins on event days? That would require me to let go of some control, which isn’t easy—not because I don’t trust my team, but because I love being in the moment. So, stay tuned. That’s what I’m working on now.

 

Looking back, what would you tell yourself on day one?

I’d tell myself not to put so much pressure on figuring it all out. Life doesn’t always go in a straight line. I got married later than most of my friends and had moments where I wondered what my path would look like. But I’d say: Trust the journey. Go through the peaks and valleys with grace, believe in yourself, and keep going. Your calling will find you. And it did. I truly believe I was put here to do this.

 

 

 

📌 RESOURCES MENTIONED:

Maple Grove Inn

Knoxville Museum of Art

WIPA

 

More from this Episode

To hear the full story and more about Whitney Bowman, press play on the player above for the full interview or click here to download the transcript.  

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Whitney Bowman

Meet Whitney, the acclaimed founder and luxury wedding planner behind Whitney Bowman Events.

The art of entertaining is truly in her blood. She comes from a long line of gracious hostesses who threw the most incredible parties, and Whitney found herself setting tables and arranging florals by the age of 10. She eventually went on to work in marketing for an inn, where she was responsible for booking weddings. As she grew closer to the clients, one asked if she would coordinate her wedding, to which she eagerly agreed. That opportunity turned into planning over 5O weddings at the venue each year—which ultimately gave her the experience and foundation to launch Whitney Bowman Events in 2000.

While she has nearly 30 years of experience as a luxury wedding planner, she still finds endless energy in the fact that she gets to spend her days as a dreammaker. Helping brides design such a monumental day in their lives gives her a deep sense of purpose.

 

CONNECT WITH WHITNEY BOWMAN:

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