The emerging world of event planning: Southern Frills
By Alice Crann Good / Photo by Kate Treick Photography
Surrounded by the chic and cozy motif of her predominantly pink and white office décor, the petite Kelly Rhodes is consummate proof that the world of strong successful businesswomen is a plentiful potpourri.
Rhodes is owner and lead planner of Southern Frills Weddings & Events, a Pensacola business she started eight years ago. She ran Southern Frills solo for the first four years, and today she has two additional lead planners — Maddie Vo and Madeline Carden.
“Business is thriving, and we are still growing,” said Rhodes, who works with her team from the Garden Street wedding studio, which includes a florist, Chrissy Florals.
The trio plans, designs and coordinates various types/sizes of events for corporations/businesses and individuals in the greater Gulf Coast area and for out-of-towners wanting a destination experience. They orchestrate about 45 events a year, of which 90 percent are weddings. Southern Frills is inclusive, gender neutral and supports Equally Wed.
Reflecting on her inaugural steps as a business owner, Rhodes said, “The hardest part of starting the company was coming up with a unique name. I didn’t want to use my personal name, but I still wanted it to feel timeless and elegant and be a little bit of fun.”
Her name choice and business savviness are paying off. Southern Frills’ awards and accolades include BBB Torch Award/Small Business of the Year, 2022; Wedding Wire/Couple’s Choice Award, 2018-2024; The Knot/Best of Weddings 2022-2024; Global Wedding Awards, 2022 and 2023; VIP Pensacola winner, 2020, and runner up, 2021-2023.
The road to success is one of cumulative hard work, Rhodes says.
“Before starting Southern Frills, I helped open V. Paul’s downtown. I started and oversaw their banquet and catering services and handled the contracts. I eventually thought, ‘If I can do this for Paul, I can do it for me.’ I wanted more freedom and creativity, and I wanted to work with different venues more tailored toward weddings.”
But it wasn’t just the experience garnered from V. Paul’s that bolstered her notion to venture out on her own. From the time she was a little girl, Rhodes planned decorations and detailed schedules, she said.
“And as I grew older, every job that I ever had helped prepare me for what I am doing now,” said the University of West Florida graduate and Eta Iota Alumni Chapter member of Alpha Chi Omega.
“I have had an array of jobs, from working at CVS to Office Depot, from being a legal assistant to a financial advisor. Everything I did in those jobs perfectly prepared me for Southern Frills.”
And that includes being all-in for her clients.
“At Southern Frills, we don’t just plan weddings; we create experiences that linger in the heart and ignite the senses,” Rhodes said.
She said their favorite stage in planning a wedding is the design phase, where they infuse the couple’s “personalities, preferences and love story” into a custom experience.
“There is so much pressure to please our clients and get it exactly how they have envisioned it, and I live for this challenge,” Rhodes said. “This is so fulfilling to my soul and heart, and why I choose to show up as the best version of myself every day — for my clients and their love story.”
Rhodes adds that from the very start of her company, she has kept pace with ever-changing event-planning trends by “pushing the boundaries of what a wedding experience can be” and building a supportive community of vendors.
And it’s certainly never boring.
“This year we’ve had two mechanical bulls for weddings,” Rhodes said. “Nothing is off limits. Sure, we can do beautiful weddings all day long, but I love out-of-the-box. I want everything to be different and unique to the clients and showcase their personalities. Plus, people love different and fun.”
Key to pulling this off: Her teammates, Vo and Carden. Rhodes said the two women’s skills, patience, and creativity are remarkable.
Like the majority of can-do women, Rhodes juggles a personal life and community work in addition to maintaining a career.
“I have been married for 12 years to my high school sweetheart, Bradley, and we have two daughters, Jillian and Cecilia; a King Charles Cavalier dog, Tate; a cat, Cutter; and a pig, Carolina.”
And she volunteers for various community efforts and non-profits, including Big Brothers Big Sisters.
But like this lady who adores pink says, she loves a challenge.
FIRST STEPS FOLLOWING A MARRIAGE PROPOSAL
Southern Frills Weddings & Events owner/lead planner Kelly Rhodes knows a thing or two about planning a wedding. She offers some tips for the newly engaged.
Celebrate the moment and share the good news!
Create a dedicated wedding email to keep everything in one place.
Start thinking about what season or month you want to get married. Peak months are March-June and October-November.
Establish an overall wedding budget and know who will be contributing to it.
Start a preliminary guest list.
Hire a wedding planner.
Choose a venue.
