)
)
Meet the Expert: Kelly Chandler, Founder of Kelly Chandler Wedding Consulting
)
For many farmers and landowners, weddings have become one of the most successful forms of diversification, transforming redundant buildings, barns and beautiful rural landscapes into thriving event venues. However, creating a successful wedding business takes far more than simply opening the gates.
Ahead of Farm Business Innovation 2026, we spoke to Kelly Chandler, Founder of Kelly Chandler Wedding Consulting and show Steering Committee member, who has spent almost a decade supporting rural businesses through their diversification journeys. With extensive experience helping family-run farms develop sustainable and profitable wedding venues, Kelly shares her advice for those considering entering one of the UK's most rewarding, but demanding, diversification sectors.
Introduce yourself and the business you work for.
I’m Kelly Chandler, Founder, Owner and Consultant at Kelly Chandler Wedding Consulting.
I support land and property owners with creating success in the wedding venue market via carefully designed bespoke consultancy, mentoring and training support at all stages of the business journey from early seeds of an idea to sustainable growth, team development and expansion.
I’ve been a regular at Farm Business Innovation for almost 10 years specialising in working with rural-based family-owned businesses across the UK.
Why do you think it's important for farmers to diversify?
Because all eggs in one basket in a very volatile world, is a dangerous strategy and sadly food production alone is rarely sufficiently profitable to sustain farmers and their families.
Rural settings and the associated access to abundant nature and the outdoors is highly desirable by the urban audience with its links to wellness, health, reconnection and detoxing so many farmers have valuable assets if considered differently and through a new perspective.
If you could offer one piece of advice to farmers starting their diversification journey, what would it be?
Take your time to look at what diversifications really suit you, what your expectations are financially in terms of investment and desired returns, what your boundaries are in terms of impact on the farm and your personal space/time.
Look seriously at what plays to your strengths and what would be a no-no for you as an individual, family or team.
I’m very frank that diversification into hosting weddings is not an easy one; it is hospitality led, requires exceptional people skills with customer expectations extremely high in order to deliver special one-off occasions time and again and requires often significant investment both financially and time resource across many years.
Are there any common pitfalls people fall into, and how can they avoid them?
Sometimes people “dabble” into diversifying into weddings, often learning the hard way after some time that this particularly diversification requires longevity, consistency and more set up and running costs that people ever anticipate.
Doing their research and getting advice on the relevant licensing, paperwork, start-up costs and contingencies so they can go into it (or not) with eyes wide open can help hugely.
What are you looking forward to most about Farm Business Innovation 2026?
I’m really looking forward to catching up with past and current clients over a coffee as they take a day out at the show to seek fresh inspiration for their farm and land.
I’m really looking forward to seeing the new show features including the Diversification Exchange and the Farm Shop showcasing farm retail in a real farm shop environment.
Discover what's possible at Farm Business Innovation 2026
Whether you're considering weddings, farm retail, holiday accommodation, renewable energy or environmental diversification, Farm Business Innovation is the place to explore the opportunities available to your business.
By bringing together experienced consultants like Kelly alongside farmers who have successfully diversified and specialist suppliers from across the industry, the show provides practical advice grounded in real-world experience. Visitors leave not only with fresh ideas, but with the knowledge, contacts and confidence needed to take the next step.
Join us at the NEC Birmingham on 4-5 November 2026 and discover how Farm Business Innovation can help you turn your land, assets and ideas into a more resilient and profitable rural business.