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The Wedding Coach, LLC

Wedding Coordinator / Wedding Planner
Main Office Location:
By Appointment Only
Alameda, California 94501
Contact: Sanford Marshall
Phone: 415/310-0033
Service Area:

Greater San Francisco Bay Area; available to travel.

Services Offered

Sanford Marshall of The Wedding Coach brings a fresh and unique perspective to planning—creating a fun-filled process dedicated to maximizing the bride and groom’s individual strengths and interests. His goal is to enable the bride and groom’s vision of the wedding day of their dreams to be fully realized.

The Wedding Coach provides a wide range of coordination services to meet every clients individual needs: From a simple brainstorming session, to day-of coordinator services, to complete wedding planning services. Full planning services include an initial personalized consultation and plan development focusing on theme, budget and vision, vendor selection, site location coordination, weekly updates, travel coordination assistance, time line development and execution as well as day of on-site coordination for The Big Day. Sanford Marshall also provides planning services for the Bachelor and Bachelorette parties as well as the rehearsal dinner.

Questions and Answers

What 3 words describe your work?

Detailed. Customized. Thoughtful.

Why should someone hire you?

I am a professional who takes special pride in making my client's dreams reality. I also believe that my unique ability to personally connect with both the bride and groom ensures a better planning process.

Our philosophical approach of involving both partners while maximizing their special interests and skills allows for an incredible planning process with both parties fully engaged and enjoying every moment.

What drew you to this field/how did you get started?

The Wedding Coach was created out of my love for events and the emotional impact of bringing people together. After planning numerous parties, galas and more for Western Athletic Clubs, one of the premier health and social club companies in California, I fell in love with the idea of not just producing events, but creating special memories. Since weddings are the most memorable events of all, I founded The Wedding Coach.

With The Wedding Coach, I created a fun-filled planning process involving both individuals while maximizing both the bride and groom's interests and skills. As a married man myself, I understand the arguments and potential pitfalls that can hit a couple, right when they're joining their lives together.

Just because your fiance doesn't care about the color of the napkins, doesn't mean he doesn't care about the wedding. For many couples, the wedding planning process becomes so overwhelming and stressful, that they miss out on the fun. I want them to enjoy every magical moment.

What are some of sources of inspiration or influences on your work?

A Book called The Experience Economy. This book taught me the importance and the impact that memorable events have on people.

On a personal note, I love seeing people get their dreams realized. So often in life people give up before ever really trying. I invite my clients to go for it! I always ask, what is your dream scenario? I like my clients to go for their dreams and when they get it, the joy realized is amazing.

Tell us about a wedding you worked on that really makes you proud:

A 200-person destination wedding at the Santa Lucia Preserve in Carmel Valley were the expectations where high and we delivered on every aspect. Seeing the glow on both their faces made me understand why I love my career.

What have weddings have taught you?

The importance of staying present and in the moment. This is critical because no matter how much you plan, surprises can happen. If you need to improvise or adjust the time line, you want to see and act clearly.

What is the best advice you give to a couple when planning their wedding?

There are only a few scenarios in life when all of the attention is on us. This day is about them and they don't have to be ashamed of it. Be selfish and choose what they want. Everyone will rally to support their vision because they love them.

I also tell them even though they will get "suggestions," don't worry about making others happy if it's going to compromise their vision and their special day. Whatever the couple chooses is what's right.

What are 3 words that describe your personality?

Caring. Fun. Attentive.

What's your favorite book/movie/work of art?

The Princess Bride

What is your favorite quote or saying?

May all your dreams come true!

What's your favorite marriage advice?

Tell your partner HOW to love you. True romance/intimacy is when you make yourself vulnerable and tell your partner how you really wished to be loved. And then your partner validates their love for you by using that information in their actions toward you.

If you weren't in your current profession, what would you do instead?


What's your favorite way to wind down after a hard day?

Come home, sit and relax with my family and then either take a family bike ride or a walk to the beach.

The Wedding Coach, LLC Covers These Areas:

  • Northern California
    • East Bay
    • Napa and Sonoma Wine Country
    • North Bay / Marin
    • Peninsula
    • San Francisco
    • South Bay / San Jose
  • And other areas by special arrangement.
(What's this?)
This is a list of the areas that The Wedding Coach, LLC normally serves. However, be sure to ask them if they'll be able to work at your particular location.

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