iWOW Specialist

cancun . punta cana
vallarta . riviera maya
an all-inclusive experience

TABLE OF CONTENTS
1. Fact & Services
2. Indian Wedding Specialist Program - iWOW
3. South Asian Weddings
4. Type of Events
5. Ceremonies & Post-Ceremonies
6. Selling South Asian Weddings
7. Initial consult form
8. Creative Partners
9. Closing the deal
10. How to Use a Planner & Connect
11. Travel Agent Marketing Material
12. Indian Weddings Information
13. Destination Indian Wedding Specialist Program Overview
14. Recertiﬁcation Process
15. Contact Information

FACTS & SERVICES
REQUIREMENTS
The all-inclusive Hard Rock Hotels offer an authentic experience that rocks for guests of all ages, making each of our
hotels an ideal destination for multi-generational groups like South Asian Wedding groups. Additionally, our hotels offer an
unrivaled fun factor that is key to any wedding -- especially a South Asian Wedding which traditionally consists of multiple
lively events. We created iWOW to educate travel agents about South Asian Weddings -- our goal was to arm agents with
the necessary knowledge and tools to market and sell to this clientele.
South Asian Destination Weddings are a growing market and we want to make sure we cater to each and every segment.
We’ve seen tremendous success with our WOW program and have been able to grow our following amongst our specialists.
We know if we are able to properly train the iWOW agents, we will have more advocates selling Hard Rock destination
weddings to the South Asian community. Hard Rock is a leading brand in the market with destination South Asian weddings
because of the perks and benefits being offered that are customized for South Asian weddings.
iWOW is a program created to assist in closing South Asian clients in destination locations. It will give you an angle into
the South Asian market with the knowledge of how to decipher what needs each client will have based on their cultural
background, and how to meet them through your services. There are many ways to break into this market, but knowledge
and experience will give you a better chance at cultivating and keeping a clientele in this market. The basics are where we
begin to give you the understanding of South Asian traditions and cultural differences, as well as a method to prepare a
plan of action based on each client you encounter.
Requirements to be eligible to participate in the program:
• Be an active certified WOW Specialist
• Sell a minimum of 2 Destination Wedding to any all inclusive Hard Rock Hotel per year
• Live in an area or have reach to market to South Asian demographic
• Must be approved by Business Development Manager
Once agents have met the requirements, they will be enlisted in the program and receive the following:
• 1 certificate for $1,000 to be used towards South Asian Ceremony
• Choice of 1 Ishq Rocks car wrap, 1 tradeshow display, 1 window display or 2 car magnets
• iWOW Specialist Booklet
• Access to program logo for use on the agent’s website, email signature and marketing collateral
• Customized marketing material:
- Ishq Rocks Wedding Flyer
- Ishq Rocks Wedding Postcard
- Ishq Rocks Digital Banner
- Emails
• Exclusive Client Benefits
• Exclusive FAM trips
• Listing on the iWOW Specialist section of our Wedding Website

WHAT IS iWOW
Purpose Statement
The all-inclusive Hard Rock Hotels offer an authentic experience that rocks for guests of all ages, making
each of our hotels an ideal destination for multi-generational groups like South Asian Wedding groups.
Additionally, our hotels offer an unrivaled fun factor that is key to any wedding -- especially a South Asian
Wedding which traditionally consists of multiple lively events.
Why was this program created?
We created iWOW to educate travel agents about South Asian Weddings -- our goal was to arm agents with
the necessary knowledge and tools to market and sell to this clientele.
South Asian Destination Weddings are a growing market and we want to make sure we cater to each and
every segment. We’ve seen tremendous success with our WOW program and have been able to grow our
following amongst our specialists. We know if we are able to properly train the iWOW agents, we will have
more advocates selling Hard Rock destination weddings to the South Asian community.
How does the Hard Rock iWOW certiﬁcation help you?
Hard Rock is a leading brand in the market with destination South Asian weddings because of the perks and
beneﬁts being offered that are customized for South Asian weddings.
iWOW is a program created to assist in closing South Asian clients in destination locations. It will give you an
angle into the South Asian market with the knowledge of how to decipher what needs each client will have
based on their cultural background, and how to meet them through your services. There are many ways to
break into this market, but knowledge and experience will give you a better chance at cultivating and keeping a
clientele in this market. The basics are where we begin to give you the understanding of South Asian traditions
and cultural differences, as well as a method to prepare a plan of action based on each client you encounter.

WHO IS K.I. WEDDINGS
A company that started in 2008 by one individual, K.I. Weddings is now a leading name in the South Asian
wedding industry for planning, design, and event execution services. The CEO and Founder of the company
is a woman named Jignasa Sharma. She is based out of Dallas, Texas and has grown the company from one
individual to now six full time independent planners, and an external team of an additional nine, bringing the
whole team to fifteen individuals that make the company what it is today.
K.I. stands for “Khwaab Impressions” which translates to “Dream Impressions”. The title is fitting, as the
company strives to make their client’s dreams a reality, and dares to take on events and productions that
truly look, feel, and are magical! In 2010, the company rebranded to be called “K.I.” for short, as the clientele
was expanding to the South Asian market where Hindi was no longer the only language spoken by their
Brides and Grooms. With the newly branded name, the company also increased its presence in the Fusion
wedding world and today works with many different cultures and backgrounds for the weddings that they
do.
Beginning in Dallas, TX fifteen years ago, the company has since expanded into markets all across Texas, the
US, and Internationally. They service clients in and from all parts of the world, and continue to add more to
their portfolio with each coming year.

How we can work together to make each event successful
• What is a Wedding Planner?
A wedding planner is a professional who assists with the design, planning and management of a client’s
wedding. From start to finish, the wedding planner is with the client and their families, working with them
as the expert to book their venue, book vendors, negotiate contracts, create timelines and diagrams,
manage their specific cultural and ceremonial needs, and manage their vendors and overall event until
the completion of their wedding weekend. The planners are the direct liaison between the clients and all
other parties. They can be the first vendor hired and will always be the last to finish their service with the
client!
• What is a Travel Agent?
A private retailer or public service that provides travel and tourism related services to the public on
behalf of suppliers such as airlines, car rentals, cruise lines, hotels, railways, and package tours. Agents
play the role of room and travel management for the guests of the wedding party. After working with the
planners to assist in finding and securing a venue with the availability and capacity to host a wedding for
the client, they ensure that all guests are given the information to provide for the booking of their travel,
transportation, and stay for the wedding weekend. They play a variety of roles, but most importantly are
crucial to ensuring that the hosts and the guests of the wedding are booked and confirmed to attend the
wedding with no hitch!
• What is a AIC Hotel Group Event Consultant / On Site Wedding Coordinator?
The Event Consultant functions as the Hard Rock host seller for the wedding packages and assists
the planner and clients leading up from the time the inquiry is made until the short period before the
wedding where an on-site hotel wedding coordinator takes over the hotel’s management of the event
and finalizes all the details with the wedding planner to be able to execute the timeline flawlessly from
the hotel’s side over the weekend. Both the Event Consultant and On Site coordinators will work with the
wedding planner to facilitate hotel/food and beverage needs prior to or during the wedding weekend.
AGENTS VS. PLANNERS
TRAVEL AGENT
AIC HOTEL GROUP
EVENT CONSULTANT / ON SITE WEDDING
COORDINATOR
WEDDING PLANNER

SOUTH ASIAN WEDDINGS
What does “South Asian” mean? – Types of South Asian Religions and ceremonies that fall under South
Asian Weddings:
Hindu
Can come from any background or region of India- Hinduism is a religion, and Hindus are considered South
Asian. They can be North Indian or South Indian, or anywhere in between, but if they follow Hinduism, they
will be having a Hindu style ceremony (which varies culturally still by region).
Pakistani
Can come from any background in Pakistan or India. Pakistanis are regionally from Pakistan or West Asian
countries next to India. The main way to know if they are Indian or Pakistani, is based off of their religious
background- Pakistanis come from an Islamic background. Pakistan falls into the region of South Asia as
well- the western countries have similar traditions of Islamic weddings, but can vary culturally within as well.
Ismaili
Ismaili people come from an Islamic background as well. They follow the same religion of Islam as Pakistanis.
However, being Ismaili means they come from a different sect of Islam, which creates some variance in their
traditions for weddings. Ismaili people can come from any dispersed region throughout India and Western
Asia (Pakistan). They have some variations in their Islamic religious practices, which is why a few of the
traditions in weddings are different as well. The style of ceremony, however is very much the same as the
traditional Islamic wedding. The cultural variations mainly only affect the before and after ceremonies and
events outside of the actual wedding day.
Sikh
Sikhism is a religion that people from Northern India (Punjab predominantly) follow. Punjabi cultural
traditions are part of Sikh weddings. In a Sikh wedding, Punjabi cultural traditions and practices are followed
for the events leading up to the wedding with events like the “Maiyya” or “Choora”. However, people
identifying with a Punjabi cultural identity are not always Sikh by religion, they can be Hindu too. Therefore,
many of the cultural events and traditions can be the same, but the ceremony itself is what sets apart a Sikh
Punjabi and a Hindu Punjabi. If the couple identiﬁes as Sikh Punjabi, they will have a Sikh-style ceremony
with cultural Punjabi traditions before and after the wedding day; if the couple identiﬁes religiously as Hindu,
they will have a Hindu ceremony with Punjabi cultural traditions before and after the wedding day.
Christian
Christianity is a predominant religion in India as well, with South India having the most populated region
of Christian people. Culturally, Malayalam folks in Kerala identify with Christianity, although Christianity
is dispersed throughout the entirety of South Asia, and there may be religiously Christian South Asians
who identify with other South Asian cultures as well. The South Asian Christian ceremony is very similar
to American Christian ceremonies, but there are some different elements incorporated into the ceremony
based on their Church.

TYPES OF EVENTS
Types of events held during South Asian weddings:
Welcome Night: Event that is held on the first night of the wedding weekend to welcome everyone. Can
be combined with other events (fusing Mehndi this evening to create a joint event). The feel of this event
is usually very free-flowing, and a night for guests to come to the venue, check in, and mingle with others
attending the event and get to know the families.
Mehndi: Mehndi or henna is a paste that is bought in a cone-shaped tube and is made into designs for men
and women (usually mostly just women). Mehndi is derived from the Sanskrit word mendhikÐ. The use of
mehndi is described in the earliest Hindu Vedic ritual books. It is a separate event during the wedding, as it’s
traditional for the bride to fill her hands and feet with henna to be adorned for the ceremony. The Mehndi
ceremony is done across faiths- Hinduism, Sikhism, and Islam all have this ritual as part of their wedding
festivities. Family and friends also apply the designs to their hands in celebration. This event is very fun and
festive, as it is the very beginning of the wedding events. After the henna is applied to the bride, she is to
stay home until she is wed, as she is officially the bride! This event is mainly hosted for all of the women-
bride, family, and friends alike apply henna to start the celebrations.
Sangeet: The term Sangeet is Sanskrit, which when translated into English literally means “as sung together”.
The Sangeet ceremony takes place two or three days before the wedding. It’s held throughout most South
Asian religions- Islamic, Hindu, and Sikh. There is song and dance associated with this event. The ambiance
of this event is very lively, colorful, bright, and festive, filled with dance, music, and lots of energy. It’s usually
the big party the day before the wedding takes place! With this being a dancing event, you will need to have
a space where a large dance floor can be accommodated.
Garba: Garba is a form of dance, which was originated in the state of Gujarat in India. The name is derived
from the Sanskrit term Garbha (“womb”) and Deep (“a small earthenware lamp”). It is an event held for
Hindu weddings. Many traditional garbas are performed around a centrally lit lamp or a picture or statue
of the Goddess Shakti. Garba happens during the time of “Navratri” in the Gujarati culture. This is also an
event that takes place at Gujarati Hindu weddings in place of or in conjunction with the sangeet, as adding
the element of garba can be simple by the music played and the style of dancing done. Because the event
involves a lot of dancing, the event location needs to have enough space to accommodate a very large
dance area where guests dance in a circle around a middle focal point, as this is the traditional form of
garba.
Pithi/Haldi/Maiya: This event comes once in life. It is a ceremony done across most South Asian religious
backgrounds- Islamic, Hindu, and Sikh. Pithi is the paste that made out of chickpea flour, turmeric, rose
water and other ingredients. Since ancient times, the Pithi ceremony is celebrated for both bride and groom
separately. This entails rubbing a paste on the bride and groom’s face, hands and legs. Family members and
friends often times have fun getting the bride and groom completely covered in the paste. This is a very fun

TYPES OF EVENTS
event, as close family and friends are usually the only attendants for this, and get to personally be involved in
the process. With it being a smaller ceremony, it usually is not considered to be a large event for weddings,
as it can be done in a short period of time in the home or hotel room of the bride and groom.
Khoba Khobi: These are the post nikkah games in an Islamic wedding. A woman of the family unties the
cloth holding the bride and groom together and then they perform rituals such as the ponkhva (summon
of the spirits of goodness to protect the couple) and the saapatia (where a clay plate is stepped on to
release the items in side: lentils–symbolizing the bounty of nature, silver–a sign of material wealth, sugar–
representing sweetness and harmony, and turmeric–a sign of good health). There is also a game of finding
the coin in a bowl of water or rice (whoever finds the coin is considered the ruler of the house!). This is
something that happens as the bride and groom come home after the wedding, so it is a small event
with just family and close friends, which also makes it a very fun experience, as it’s a time for everyone to
be involved in the fun! This is also a smaller ceremony, which is not usually considered as its own event
for destination weddings. It’s more of an added part to the ceremony, and can be done anywhere that
symbolizes as home for the couple, ie: the hotel room of the couple at their destination wedding location.
Grahshanti/Ganapat/Saatak: A ritual/prayer in Gujarati Hindu weddings where Lord Ganesha is summoned
to be present to remove all obstacles before the wedding and provide the newlyweds with happiness and
prosperity for their married life to come. The same priest who conducts the wedding conducts this ritual,
and it involves the Bride OR Groom and their parents. The bride and groom perform this separately in their
own homes prior to the wedding ceremony. Without this prayer/ritual, the ceremony cannot take place. This
is a religious event, therefore the ambiance of it is also filled with prayer and respect. This is also a smaller
ceremony sometimes, and can be done at home or as a large event before the wedding. It’s very much up to
the family preference on if they make this an event or keep it small as a ritual.

CEREMONIES
• Hindu - A religious Hindu ceremony has a “mandap”, or altar, where the bride and groom get married. A
traditional mandap has 4 pillars, and seats the bride, groom, parents of the bride, and “Pandit”, or priest,
as they perform the rituals in the ceremony in front of the “havan”, or sacred ﬁre.. The ceremony lasts
for about 1.5 hours and culminates with 7 circles around the ﬁre to symbolize the vows being made for
each other. There is a garland exchange as well as a necklace given to the bride as a symbol of marriage,
called a “mangalsutra” and the husband will also put a “sindoor” on her forehead to signify that she is
now a wedded woman.
• Sikh - A religious Sikh ceremony takes place in a Gurudwara (place where the Guru resides). This resting
place is re-created and adorned beautifully for destination weddings, as the Gurudwara is a place of
worship, and not usually found in many destination locations. The Gurudwara is created to hold the
sacred Sikh scripture for the wedding ceremony. The bride and Groom sit in front of it while the Priest
recites verses and performs the prayers. Similarly to a Hindu ceremony, the vows are taken in the form
of steps around the Holy scripture in their presence. There is also a mangalsutra given to the bride in the
Sikh ceremony as well to signify her as a wedded woman.
• Christian - A traditional South Asian Christian ceremony happens at an altar, very synonymous to a
non-South Asian Christian ceremony. The minor adjustments are made to the ceremony with cultural
elements, such as the giving of the “manthrakodi” , or special gifted sari, to the bride that represents
blessings after the marriage. There is also a “thali” that the groom puts on the bride, which is similar to
the “mangalsutra”. It represents protection and marriage for the bride.
• Islamic - A traditional Islamic religious ceremony called a “nikkah” happens within a closed location
with a contract, a Priest (Imam), and witnesses. The Priest (Imam) will have the fathers of the Bride and
Groom ask their children whether or not they approve of the marriage. If the Bride and Groom both
answer yes, with witnesses present, the marriage is able to take place and the contract can be signed
and the prayers can be said for their blessings. After this, the couple will do a ring exchange with prayers
and vows recited to unite them as one.

POST - CEREMONIES EVENTS
• Vidaai: While a Hindu ceremony is joyous and celebratory, the ceremony ends with the “vidaigiri”, or
farewell. This is the most emotional ceremony of the wedding, where the bride bids her ﬁnal goodbyes
to her family. During the vidai ceremony the bride is accompanied by her parents and family, which lead
her outside the doorstep of the house. Before crossing the doorstep, she throws back three handfuls
of rice and coins over her head, into the house.. This symbolizes that the bride is repaying her parents
for all that they have given her so far. Then she is given to the groom by the father to be taken away to
her new home. This is done immediately after the exit from the mandap (altar), and is not considered a
completely separate event for the wedding.
• Rukhsati: This term translates to “sending off”. This term is used in Islamic weddings. It means the
consummation of marriage. Now the spouses can be alone and have intimate relations. Rukhsati takes
place after the Nikkah. The spouses may begin living together after this ritual as husband and wife.
In most cases, this event takes place within a few hours after the Nikkah, but sometimes it can be
postponed for a later time for social or personal reasons. This can be done as a large separate event after
the ceremony in conjunction with the valima (reception). It’s up to the families if they would like to keep
it more intimate or make it a large event.
• Cocktail Hour: A Western tradition adopted as a pre-banquet event before the reception party.
• Valima: An event that is the second of the two traditional parts of an Islamic wedding. The Valima is
performed after the nikkah, or marriage ceremony. The word Valima is derived from “awlam”, meaning to
gather or assemble. It designates a feast in Arabic tradition, and is a type of Islamic reception event. The
Rukhsati takes place after this celebration culminates. The valima is usually a larger event that guests,
family and friends will attend as the reception.
• Reception: The celebration of the wedding leads into this Western adopted tradition of having a party
for the bride and groom in celebration of their union!

SELLING SOUTH ASIAN WEDDINGS
Selling South Asian Weddings:
• MARKETING: How to Identify Where to Market to South Asians in Your Community
The South Asian community is always very tight-knit in any place around the world, therefore finding
routes for marketing are very simple and strategic.
First, identify the groups of South Asian communities you have in your area- Hindu temples, Muslim
mosques, Sikh Gurudwaras are wonderful places to start- these are all places of worship that also usually
have some social component to them as well.
Within these communities, you will be able to see what events and festivals are around the corner for
large events to have an opportunity to attend and market your business and services. The large Hindu
festivals include: Diwali, Holi, and Navratari, Uttaran (kite flying festival) which would be events that
you could become involved with. The Islamic community celebrates Eid and Ramadan throughout their
calendar year and has large events for it. The Sikh community has Lodi, which is a large festival that
they have events for as well. Starting within the religious centers and finding out where and when the
social activities will take place, you are able to find an avenue to meet with folks from all the different
communities and become a familiar name or business that people can remember. There are also many
events that the communities celebrate yearly where folks from all different cultures and backgrounds
get together as well. India’s Independence Day Celebrations take place would be a wonderful place to
market, as most communities will have some sort of August 15th celebration. Doing your research on the
cultural events in your areas will be a helpful tool for your marketing techniques.
Other marketing opportunities can be found at local Indian restaurants or stores (grocery stores or
clothing stores) where you can set up flyers or leave business cards. You’ll also see others who are in the
Indian community who leave marketing materials, and these would be wonderful people to network with
as well, as word of mouth in the community is your biggest marketing technique!
Another marketing option would be to find South Asian publications or radio channels in your cities-
there are local Indian newspapers, magazines, and radio channels that have a large presence in the
community. They sponsor many events, they have a respected following, and if you are able to become
a household name through your ads in the paper or on the radio, you are in a great place to be meeting
new clients or receiving referrals.
Lastly, look online for South Asian wedding magazines, websites, and vendors that you can reach out
to. Have a portfolio built for the Indian weddings that you have done, so that you can share tangible
information with potential clients. South Asian clients will want to see what you’ve done in the past,
before they can trust moving forward with someone that may not be from their community. Providing

referrals from past clients is definitely a great idea as well so they can see that others in their community
have used you in the past and had a professional experience. More than likely, they might know someone
that attended the wedding, and get personal feedback from others in the community that will give them
even more confidence in trusting your business and giving you theirs.
• IDENTIFYING NEEDS: Gather Information to Better Service the Client
A) Ask Questions: Being able to gather information is essential to identifying key words or elements
that can give you relevant information about the cultural background of a client. Asking about cultural
background is not taboo, as there are so many different cultures in South Asia, that it is very common to
inquire about who they are. The way that you ask should be polite and open ended, and indirect, as to
not make any assumptions about their background because that can be taken negatively. For example
phrasing the question as, “May I ask what type of religious ceremony you will be hosting?” or “What is
the cultural background of the Bride and Groom?” are appropriate to get the information needed VS.
“Are you Hindu?” (could be taken offensively).
B) Identify Keywords and Client Needs: After asking the correct questions, making use of the keywords
you have gathered in the conversation with your clients, and using them to guide the rest of the
conversation will help you in building the trust of the client. They will feel more comfort in knowing that
you are aware and familiar with South Asian weddings and the vocabulary and cultures. As the agent,
having an idea of the cultural background will give you much more knowledge about what their needs
may be, and will help you in moving forward with getting pertinent information for their wedding. You
can also work backwards with a client if you know what events they are hosting, to be able to deduce
what their cultural background is, and ask questions pertaining to additional events that may fall into
their cultural scope accordingly.
a) What happens after you gather the key words? You refer to your South Asian Weddings 101
information. If the client tells you they are having a Hindu wedding, your next question may
be, “what cultural background do you come from?”. At this time, you know that the Hindu
wedding will have events such as a pithi, grahshanti, mehndi, sangeet, garba, ceremony, and
reception. However, if the couple answers and tells you they come from a Punjabi cultural
background, you can safely remove grahshanti and garba from your list of potential events being
hosted. Then you can lead into a conversation with, “Great! So you will most likely be needing to host
a few events - will you be hosting a mehndi or sangeet event prior to the ceremony?”.
b) After gathering information about the events, you can also speak to them about locations for
their events and recommend spaces based on guest counts or the events themselves. Ie: If the family
is hosting a garba, you will know that the space they need will have to be large enough to
accommodate a dance floor, and you can recommend locations accordingly. Also, getting all of the
event information in advance will help you gather how long the wedding will be lasting, the rooming
needs for the guests, and potentially more information as you dive deeper into the conversation.

• DELIVER THE SERVICE: Provide Information to the Client They Need to Make a Decision: In order to
better identify the needs of the client in written form for submission to the hotel and for rooming needs
for room rates and date availability, we have created a South Asian Wedding Initial Consult Form to assist
in gathering the pertinent information from the client in one format. This form will be able to serve dually
for the agent and the hotel that is creating the proposal for the food and beverage/events side. It aims
to simplify the process and the timeframe it takes from when the information is received from the client
to when the information is processed through the agent and hotel to produce proposals for the events.
The reduction of this time and of the uncertainties about events will mean that the client will receive the
information they need to make their decision much quicker. It also should be able to reduce the need to
have multiple conversations about event needs with different people.
See below for the information requested, and the next steps of how it can be used in a conjoined method
between the three parts of our triangle to keep information ﬂow consistent between all parties involved.

NEXT STEPS & INFORMATION
Next Steps and Information: Agents, AIC Hotel Group Event Consultant, and Wedding Planner.
PART 1: TRAVEL AGENTS, EVENT CONSULTANT, AND WEDDING PLANNER
1) Travel Agents will take pertinent information (Sections A-C) and begin to gather the first portion of information for the
client (room rates, room availability, and date availability for events).
PART 2: HOTEL
2) Agents will send the form to the hotel Wedding Sales Coordinator to begin the proposal process with all the other
information provided by the client (Sections A-F). The Wedding Sales Coordinator will issue a Wedding Contract and will
confirm the ceremony once the signed contract and non-refundable deposit is received. The Wedding Sales Coordinator
will assign an Event Consultant who will assist collecting information and confirming quotes during the planning process.
PART 3: HOTEL EVENT CONSULTANT AND WEDDING PLANNER
3) The Hotel Event Consultant will work with the Wedding Planner to create proposal based on the requests made by the
couple. The agent sends the rooming information to the planner as well, bringing all the necessary information to the client
at the same time with pricing and deadline information.

CREATIVE PARTNERS
An average South Asian wedding requires many more vendors than the average American wedding. There are
specific requirements for each ceremony that are necessary to have the traditional events. South Asians are
also all about hospitality, so there are also more needs with food, entertainment, and guest accommodations.
Identifying these needs, Hard Rock has secured vendors that can provide for any and every need for any South
Asian wedding.
• Catering: South Asians take their food very seriously! The food is such a traditional element in the wedding, and
there are particular foods that are known to be served for wedding festivities, namely any sweet item you can think
of. Handing out sweets like rich, sweet, “ladoos” are a way to celebrate and bring joy to the families being joined.
With food being a high priority, being able to provide food options that can be created for different events (showing
variety and capability of creating South Asian dishes) is a must. The Hard Rock is able to give the clients menus to
choose from as well as items to create their own menus with that can cater to their particular cultural food needs. This
gives them the flexibility of choosing vegetarian vs. non-vegetarian items based on any restrictions or needs as well.
• Décor/Ceremony Items: Most destination weddings will still need to follow the traditional style of the South Asian
ceremony and events. That means that vibrant colors, textures, and traditional styles are going to need to be a part
of one or all of the ceremonies taking place. Bright colors for the sangeet/garba/mehndi, traditional reds for the
ceremonies, and modern chic fusion styles for the reception are very common in today’s destination South Asian
wedding. Different trims, textures, and traditional looks or pieces are needed for each of the ceremonies and events.
These are a very large part of the overall wedding and make the look of it authentic as well.
• Dhol Player: The Dhol is a drum that is played during South Asian festivals and events. All cultures in South Asia use
this instrument to invoke energy and festive times. The dhol is used to play with music for the Groom’s procession or
“Baraat” to his altar prior to the bride arriving down the aisle. It begins the party and gets the beat going and guests
and family dancing. It symbolizes honor as the Groom enters the ceremony and brings him in with a bang!
• DJ/AV: Music is a must at South Asian weddings. From the beginning of the celebrations to the end, there are songs
for each type of event and ceremony that are traditionally played at weddings. Live singing is also very common at
the garba/sangeet and ceremony as well. In destination locations, DJs are used for events to be able to bring that
music and ambience appropriately, whether it’s shehnai, mehndi geet, lagna geet, nadhaswaram, tabla and sitar, etc.
Receptions are a fuse of eastern and western music to start the party with most South Asian weddings here in the
states and for destination weddings.
• Entertainment: Music and entertainment, as we mentioned earlier, are very important items to have at the wedding
celebrations. Live music, entertainment for guests with dancers, fire shows, fireworks, etc. can be a great add on for South
Asianevents.It’sanelementthatclientslooktohavewithdestinationweddingstohaveanentertainingfactorfortheirguests!
• Floral: Flowers are a large part of South Asian weddings- the festive nature, the colors, and the symbolism of fresh
floral are important. Garlands for all South Asian ceremonies are a major part of the wedding process, fresh floral
jewelry, and decor floral is also a grand presence in all events. Certain cultures also have particular flowers that have
significance in the ceremony- ie: South Indian Hindu weddings use a lot of Jasmine flowers for the fragrance and beauty
of the flower. It’s a traditional flower and is used to adorn the bride on her wedding day and her mandap. Marigolds are
also a very predominant flower used in India for weddings, and you can see that translate in modern weddings as well.
• Hair and Makeup: Bridal hair and makeup for the wedding weekend for a South Asian Bride is very elaborate and
extravagant. Traditionally, the “making of the bride” celebration occurs in all cultures, where the bride is adorned with

CREATIVE PARTNERS
gifts, jewelry, makeup, accessories, shoes, etc. The “Pithi” or “Haldi” ceremony also shows how important the bride and
groom’s beauty are valued for their wedding day. Today, hair and makeup is just as important to a South Asian bride as
it is to any bride. However, it’s a different need that many South Asian brides may have based on what region of India
they are from. Some brides will need to be wearing a veil over their heads for their ceremony, where as some brides
will need to be wearing a crown type ornament, or jasmine flowers in their hair. With such extensive ornaments as well,
the hair and makeup vendor is an integral part of the wedding weekend. There’s bindis (symbolizing femininity), hair
jewelery (culturally different- jhummar, poola jada, tikkas) that are used to adorn the bride’s hair and forehead, and
many old and new items that are constantly changing with fashion. The traditional veil is also pinned to the bride’s hair,
which can be very heavy and must be masterfully placed in the correct position and pinned to the dress in a way that
will allow it to be used for the ceremonial “Tying of the Knot” in a Hindu ceremony. Ensuring that the hair and makeup
vendor is experienced with these needs is very important to the South Asian bride.
• Horse/Baraat: This element is very important to the wedding for the Groom to have. There are restrictions with
properties that should be communicated in advance, as that is sometimes a deal breaker for some families/grooms.
It is typical and traditional for the Groom to come to his wedding on a white female horse. If this is something that is
not available, then they are willing to make adjustments, but it is an element that needs to be discussed, and is also
something that should be communicated if there are different options to suggest for the client to use.
• Mehndi (Henna) Artist(s): The henna artist is a crucial vendor for any South Asian ceremony. As mentioned previously,
it is the first event to have the Bride be adorned with henna to signify her becoming officially a bride. The bride must
have henna on her hands and feet for her wedding, and it is very intricate and ornate in design and the wedding cannot
take place without this.
• Priest: The Priest is very respected in the wedding ceremonies for South Asian weddings. The Priests must be someone
that can recite the Holy scriptures and perform the ceremony to the liking of each individual family, as each family will
have a different nuance of the ceremony, even if they are the same religion and culture.
• Photography and Videography: With multiple days of events, photography and videography are an integral part to
the South Asian wedding. As we know, there are ceremonies that take place with the Bride and Groom together, as
well as events and ceremonies that take place separately. Capturing all the events is important for the families, but
it’s also important to ensure that the photo and video teams are accustomed to the cultures of each of the different
ceremonies, as to not miss key photographs or elements. For example, family photos, giving away of the daughter
during the ceremony, the exit of the bride and groom post ceremony, the games that take place as the bride enters
her new home, these are all very cultural elements that the families consider to be very important moments. Being
experienced and versed in the traditions is what sets apart one photo and video team from another. There are also
sometimes restrictions with South Asian weddings that need to be known about so that there is no disrespect during
religious ceremonies. For example, removing shoes before entering the “Mandap” or altar of the Hindu ceremony is a
requirement. Similarly, wearing a veil over a woman’s head or a cloth over a man’s head during the Sikh ceremony is
also required. These nuances are important to keep in mind as vendors, and therefore experience is a very key element.
• Sari Draper: The sari is a traditional garb worn by brides on the day of their wedding. Draping needs can be used on
a variety of different clothing options, however. The traditional bride on her wedding day may need to have the sari
pinned to her hair, and with the traditional clothing being very ornate and heavy with beading, it’s important that
there’s someone who can dress the bride well on her wedding day. The sari draping needs can be usually handled by
hair and makeup artists as well, but ensuring that this is something that can be offered for the bride is necessary if they
are not comfortable being able to do it on their own.

CLOSING THE DEAL
Closing The Deal: Tips, Tricks, Do’s and Don’ts.
TIPS AND TRICKS
Ensuring that all the information has been delivered to the client is the first step in closing the deal. Moving quickly
thereafter with the process, having deadlines with communicated consequences, and keeping in open communication
with the planner/clients is a must in order to keep them accountable of time, and to close quickly. Some additional tips on
closing the deal are mentioned below along with other tips and tricks with South Asian weddings to know what to look
out for!
Work with the Planner
Talking to the planner and keeping them informed as much as the client is very important and is a wonderful way to
ensure that you also have another person to contact in the case of lost communication or delays in response. They are also
seasoned in the process, and can speak the same language as you and then turn around to simplify it for the client as well
to keep the process in motion.
Provide Perks and Benefits
As you start seeing interest in the venue, and are able to gauge the client’s desire of wanting to move forward, but with
additional perks requested, pull out your iWOW perks and offers to exclusively be able to provide your clients. It will
show them that you have the ability to negotiate on their behalf for add on items, which always helps gain their trust and
confidence in you and the venue, which is willing to offer benefits to gain the business. Note: Offer perks after some time
passes after the initial proposal is sent. If you offer it early, it will not seem as if additional items were negotiated on your
behalf. Perception of receiving items as time progresses an added benefit usually has a positive reaction.
Show them your Experience
Let them know you have experience with the hotel having done “x” amount of events—confidence is accrued in an agent
by showing the ability to work with a particular venue. It is also helpful to show previous work or share a portfolio or
anecdote about South Asian weddings you have serviced. If you do not have the experience yet, you can let them know
that you have experience with working with South Asian planners and are familiar with events and cultures- this is where
your iWOW training will greatly help you!
Rooming/Guests Bookings
Be prepared for subsidized rooms by family or the family to pick up room tabs. South Asian weddings will most likely have
a varied range of guests attending from children to elderly folk and will usually need to have special requests made for their
stay. It’s very cultural to have the family hosting the wedding (Bride’s family) to want to add extra ways to be hospitable
for their guests and especially the Groom’s family coming in, so adding perks like personalized check ins, personal signs
for pick ups, etc. are definitely desired in these weddings. Finding additional methods to personalize the experience would
be a great way to make the guests feel like they’re attending a South Asian wedding!
Providing Information
Providing the pertinent information to the client at the same time (ie- room rates and hotel budget) to help speed the
process up will get the client more of an incentive to choose the hotel quicker. The information being provided should be
wholesome-- ie: room rates and availability of dates and locations, as well as locations available with attached documents
of photos, capacities, additional info, etc. If there are menus or specialty vendor information pdfs that can be provided,
doing so early on will make the client confident that this hotel is seasoned and capable of handling their specialty needs.

CLOSING THE DEAL
DO’S AND DON’TS
When working with South Asian clients, there are many questions that they will have for you that may sometimes be out
of your scope. In these cases, we suggest looping in the planner or using some of your own experience to guide them.
- Don’t assume the client knows the protocol of the room booking or contract signing process.
- Do educate the client about deadlines and rate increases on rooms over time or needs for contracts (ie: credit card auth
forms, driver’s license copies, etc)
Note: If there are deadlines, make them aware and give them a date a few days prior to the actual deadline.
- Don’t make assumptions about the client or the wedding before the information is provided directly through the client.
- Do ask questions to clarify needs for events or anything you may be unclear about.
- Don’t talk about specific weddings that you have done in the past to compare with your current client’s wedding when
they ask you for advice.
- Do give your current client examples from weddings you’ve done in the past (with reference to their cultural or religious
background) and let them know that these options are available, as you’ve seen it done in the past and it may be
something they would like to consider. If they would like more information, you can speak with them about it accordingly.
- Don’t limit the options for the client from the beginning.
- Do allow the client to see any and all information first, and then assist them in weeding out irrelevant information.
Note: Most clients like to do a lot of word of mouth research or prior experienced research with people in the
community, and if there’s something that they knew was done elsewhere that wasn’t offered to them (even if it
doesn’t pertain to their events) they may see that as a negative point.
- Don’t set deadlines for information to be returned until all of the information they have requested has been delivered
to them.
- Do have a system of updating the client on information received or any delays in receiving it, so that they do not think
you have forgotten about it.
- Don’t feel the need to be the agent and the planner for the client.
- Do recommend planning services for the client when it comes to moving forward beyond the booking of the hotel
and rooms.
Note: It’s best to inform the client that you have worked with planners in the past and recommend or guide them
in a direction that you trust. As the client trusts you, the planner will be a reflection of your business as well, so
choose and recommend wisely!

HOW TO USE A PLANNER & CONNECT
RESEARCH
Do your research on the planners you choose to work with. Are they experienced in South Asian weddings? Destination
weddings? Do they have a region they predominantly work in? Be thorough in your processes, and communicate with the
planners you choose to work with prior to committing to them.
STRATEGY AND MARKETING
As mentioned previously, use your relationship with your planners strategically; ensuring that the benefits you’re offering
are coming directly to the client with the planner’s assistance. If you are able to work with the planner to make the planner
look good to the client as well, the trust build up increases for both parties, and you can form a long lasting relationship to
cultivate future business as well. Working well with a planner is also a wonderful marketing strategy, as they are going to
be able to bring in business that may not have been regional for you either.
PARTNERSHIPS
Setting expectations with planners on partnerships with commissions, perks, and incentives may be a strategic method of
gaining loyalty and repeating business as well. Consider all the advantages, and approach with a plan that you can begin
executing in a year’s timeframe so that you are able to test the waters and ensure that the partnership can develop over
time.
EXPECTATIONS
It helps to have a conversation with the planners that you are working with in advance to understand what the roles and
responsibilities will be of each of your functions—ie: client communication methods, rooms responsibilities and bookings,
vendor responsibilities and bookings, and then of course execution of the event as it approaches. Also, learning how the
planner functions with their clientele and what the scope of their service includes is important to know. That way, when
you are speaking with clients, you are aware of their needs and can recommend the planner accordingly to your clients.
It’s also beneficial to know what your scope of service will be if a planner is on board, as having a planner can significantly
decrease your workload depending on the level of service they are desiring.
APPROACH
The approach should be with precision and research, concise and clear as to what your goal is with the company. Learn
about them first, ensure that you make a good fit, and then discuss the ability to work together on clients. Trial and error
is the best way to find a good fit, as the business approach may make sense, but getting attached quickly is never a good
method with such a long turnover time between contract and implementation of the services for a wedding, it can take
months or even up to a year or more.
We hope that you have as wonderful of an experience working with a planner as the clients have working with them as well!
Planners are there to ensure that communication is streamlined, and everyone’s responsibilities are carried out adequately,
so don’t shy away from the idea of working with an additional member of the wedding on board, it could be just the thing
you have been looking for!

MARKETING MATERIAL
Below is a list of the available marketing material:
Indian Weddings:
1. Flyer
2. Postcard
3. Tradeshow Banners
4. Window Display
5. Car Wrap
1.
2.

MARKETING MATERIAL
3. 4.
5.

MARKETING ASSETS
All marketing assets including approved images and videos
are available for download from our Data Asset Management System site:
Register at https://aichotelgroup.mediavalet.com
to create your user login.

INDIANWEDDINGSINFORMATION

THE PROCESS
1. Wedding Request from the Travel Agent is received by Wedding Sales Coordinator.
2. Wedding Sales Coordinator, issues wedding contract and credit card authorization. Wedding date and time are subject to
availability and will not be confirmed until signed contract and non-refundable deposit is received.
3. Once signed wedding contract and completed credit card authorization form is received, Wedding Sales Coordinator confirms
date and time, reserves wedding and assigns Event Consultant.
4. Event Consultant calls couple within 24-48 hours to introduce themselves and schedule planning session.
5. During planning process, Event Consultant goes over all optional services and creates a Wedding Proposal. Event Consultant
then applies the non-refundable deposit to the proposal. Final payment and signed proposal are due 45 days prior.
6. Event Consultants turn wedding over to resort 30 days prior.
7. Event Consultants introduce the couple to their onsite Wedding Coordinator via email.
8. Once on property, the couple meets with the Onsite Wedding Coordinator and finalizes the plan for the wedding ceremony and
events.
• Weddings at 2:00 PM or earlier will require a $200 USD non-refundable deposit to confirm the wedding date.
• Weddings at 3:00 PM or later will require a $300 USD non-refundable deposit to confirm the wedding date.
• Final payment is due 45 days prior.
• If wedding is cancelled 31 days or more prior to the wedding date, the deposit will be non-refundable. All other payments made
for wedding items and collections will be refundable.
• If cancelled 30 days or less prior to the ceremony date, all wedding items and collections purchased will be non-refundable.
DEPOSIT STRUCTURE
CANCELLATION POLICY

SAMPLE INDIAN WEDDING PROPOSAL
cancun . punta cana
vallarta . riviera maya
an all-inclusive experience
SAMPLE INDIAN
WEDDINGPROPOSAL
Price per Unit Total Price
Included Included
$56.00 per person $ 3,696.00
$6 per person, per hour $ 396.00
$ 2,731.80
$ 440.00
$ 2,000.00
$50.00 per person $ 3,300.00
$ 4,887.00
Hindu Ceremony Flowers: 6 bags of petals, 3 garlands, 3 bouquets $ 495.00
$ 3,193.48
$40.00 per arrangment $ 400.00
$100.00 per tier $ 300.00
$ 1,400.00
$50.00 per person $ 3,300.00
$6 per person, per hour $ 1,188.00
$95 per staff, per hour $ 1,140.00
$45.00 per person $ 2,970.00
$ 80.00
$ 150.00
$ 2,350.16
$ 1,215.00
$ 2,500.00
$ 38,132.44
$ 11,696.00
$ 26,436.44
Included with Wedding Group Benefits / Savings
Subtotal
Actual Cost Paid By Couple
Prices are subject to change without notice. Prices may vary depending on destination and group size.
Wedding Group Benefits are based on all room reservations booked through the same source.
Private Function: Wedding Reception 8-10pm - Indoor Location
Wedding Reception Décor: Structure w/ gauze curtain, ciavary chairs, dancefloor,
centerpieces
Audio Visual: DJ & Professional MC Wedding Package For 3 Hours plus 1 additional DJ
Hour
Hard Rock Hotel Cancun
Welcome Dinner - Hotel Restaurant / 32 people
Cocktail Function: 7-8pm - Indoor Location / International Hors D'oeuvres
Fire/Drums Show
Sweetheart Table
Menu: Indian Food Catered From Local Restaurant
Food Delivery
Day 2
Day 3
Description
Hindu Ceremony: 10am-12pm - Indoor Location
Ocean Photo Studios - Ultimate Photo & Video Package
Ceremony Décor: Mandap, pillows, ganesh, stage, furniture, first pit, chairs
10 Flower Arrangement For Ceremony Aisle
3 Tiered Cake For 66 people
66 Guests / 115 Room Nights
Group Benefits: Unlimited Private Events up to 3 Hours each day
Day 1
Additional Private Function Hour: Wedding Reception 10pm-11pm
Staff charge for events after hours 11pm-1am
Audio Visual: Deluxe Wedding Package
Private Function: Sangeet 6-9pm - Indoor Location / Mexicon Buffet
Additional Private Function Hour: Sangeet 9-10pm
Sangeet Décor: Wooden dancefloor with monogram, bally bed, lounge furniture and pillows
Mehndi Artist

SAMPLE INDIAN WEDDING PROPOSAL
SANGEET DECOR
CEREMONY SETUP
RECEPTION SETUP

FREQUENTLY ASKED QUESTIONS
Q: How far in advance can a couple reserve their wedding?
A: We take reservations up to two years in advance.
Q: What are the requirements for the Complimentary Wedding Collection?
A: It must be reserved at least 30 days in advance.
Q: What if I have more than 32 guests?
A: The couple would purchase additional chairs which between $6 - $8 USD, depending on the collection. They may
also purchase additional chair caps to match their collections. These range in price from $5 - $12, depending on the
collection. The couple may also add an additional tier to their wedding cake to accommodate the additional number
of guests. Additional tiers are priced at $100 per tier. Bottles of sparkling wine may also be purchased to
accommodate the additional number of guests for the toast.
Q: How do the dinner reservations included in the collections work?
A: The dinner reservations are at one of our restaurants and are for a maximum of 32 guests. They will sit the group
together in an area of the restaurant; however, there will be other guests present. If the couple has more than 32
guests or would like something private, they may choose to purchase a private event or qualify for a free private
event with our Wedding Group Benefits.
Q: What is included in the complimentary private functions provided through our Wedding Group Benefits?
A: The complimentary cocktail party included is for one hour and includes the location, high cocktail tables with
standard linens, open bar and hors d’oeuvres. The complimentary private function included is for two hours and
includes the location, tables with standard linens, dinner and open bar.
Q: Do you allow outside vendors?
A: Yes, Hard Rock Hotel & Casino Punta Cana, Hard Rock Hotel Cancun, Hard Rock Hotel Riviera Maya and Hard Rock
Hotel Vallarta will provide couples with a variety of in-house services to choose from. A third party vendor fee of
$1,000.00 USD will apply per outside vendor and entertainer hired by the couple and not contracted by the hotel as
a preferred vendor. If vendor provides multiple services, the fee will apply per service. The fee covers one (1) person
for one (1) day. Additional persons that work for vendors, or access on additional days, will be charged a day pass.
At Hard Rock Hotel & Casino Punta Cana, a $1500 Vendor Supervision Fee and $500,000 Insurance Policy will be
required for any third party vendor needing to carry out audiovisual work, bringing their own DJ equipment, or
installing heavy duty materials (trussing structures, tents, hanging fabrics, etc) within our establishment.
Q: Is there a requirement of how many guests must stay at the property to attend the wedding & reception?
A: 80% of the total number of guests are required to stay on property. The guests that do not stay on property are
required to purchase a day pass. Day passes are priced at: Adult and Children (ages 13-17): $103 (2016), $107 (2017)
and $111 (2018), Childen (ages 4-12): $50 (2016), $52 (2017) and $54 (2018).
Q: What makes the All Inclusive Hard Rock Hotels in Mexico and the Dominican Republic unique from other venues
with regards to destination weddings?
A: We have 9 Wedding Collections, all designed by celebrity event designer Colin Cowie. Each collection is set for up
to 32 guests, which is a much larger number than most of our competitors. We do not require a 7 night minimum
stay, specific room category or number of rooms in order to receive the Complimentary Package. Our Wedding
give the couple complimentary nights, free room upgrades and private events depending on the
number of rooms in their group. Our Limitless Resort Credit allows the groups to customize their trip, such as spa
treatments for the ladies and golf outings for the men. Our all inclusive amenities include unlimited long distance
phone calls to the Continental US and Canada, free Wi-Fi, double Hydro Spa Tubs, in-room liquor dispenser and a
mini bar that is restocked on a daily basis. We also feature unlimited a la carte dining and do not require reservations
at any of our restaurants.

SHARE YOUR FAVORITE WEDDING MOMENTS WITH US!
We would love to hear about your wedding getaway
and invite you to share your comments and favorite
pictures with us for a chance to be featured on our
wedding blog.
If you would like to participate, please complete the
following questions, sign the Release Form found on
the second page and email 3-4 high res images to
your Wedding Planner.
For past examples, please visit the blog section of our
website hrhweddings.com/blog
hrhweddings.com
What was the most important to you in planning your wedding?
Why did you choose a destination wedding?
Which venue did you use?
Which collection did you use?
How many attendees did you have?
What were their favorite resort activities?
Which was your favorite amenity?
What was your favorite thing about your big day?
Describe your day in three sentences.
How was your experience with your WOW Specialist?
What was the best part about the planning process?
What is your favorite memory from your big day?

RECERTIFICATION PROCESS
IN ORDER TO MAINTAIN IWOW STATUS FOR THE FOLLOWING YEAR AFTER
CERTIFICATION, IWOW SPECIALISTS MUST COMPLETE THE FOLLOWING:
• Maintain WOW Status
• Attend update webinar
ADDITIONAL INFORMATION:
• Recertiﬁcation due date and requirements will be sent by business Development
Manager.
• Recertiﬁcation criteria will be reviewed each year and is subject to change.

Wedding Website: www.hrhweddings.com
General inquiries: weddings@aichotelgroup.com
Phone number: 855.762.5255
GENERAL WEDDING INFORMATION
MIAMI WEDDING TEAM
CARILIS FELIPE
Director of Weddings North America
Email: cfelipe@aichotelgroup.com
Phone: 1.855.762.5255 ext. 6500
MICHELLE FARIÑAS
Wedding Department Manager
Email: mfarinas@aichotelgroup.com
Phone: 1.855.762.5255 ext. 7550
BANETZA ROGER
Wedding Accounting
Email: brogers@aichotelgroup.com
Phone: 1.855.762.5255 ext. 1423
YESENIA LOPEZ
Wedding Sales Coordinator
Email: ylopez@aichotelgroup.com
Phone: 1.855.762.5255 ext. 7625
CHRISTINA HERNANDEZ
Event Consultant - All Hotels
Email: chernandez@aichotelgroup.com
Phone: 1.855.762.5255 ext. 6606
ANA ROQUE
Email: aroque@aichotelgroup.com
Phone: 1.855.762.5255 ext. 7547
ANDREA PEREZ
Email: aperez@aichotelgroup.com
Phone: 1.855.762.5255 ext. 7551
LISA CANTALLOPS
Email: lcantallops@aichotelgroup.com
Phone: 1.855.762.5255 ext. 7572
ALANNA GINER
Email: aginer@aichotelgroup.com
Phone: 1.855.762.5255 ext. 1618
KATHERINE LEIVA
Email: kleiva@aichotelgroup.com
Phone: 1.855.762.5255 ext. 7520
MARLYN TOBON
Wedding Group Coordinators - All Hotels
Direct & Travel Agent Groups
Email: mtobon@aichotelgroup.com
Phone: 1.855.762.5255 ext. 6619
NINFA BERRIOS
Wedding Group Coordinators - All Hotels
Member Groups
Email: nberrios@aichotelgroup.com
Phone: 1.855.762.5255 ext. 6521
WEDDING PAYMENTS
Email: weddingspayment@aichotelgroup.com
Phone: 1.888.418.6083

iWOW Specialist

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