Director of Events for Terrain Events.
When she saw infinite potential in URBN’s flagship Terrain property in Glen Mills, Brianna Alcorn wasn’t afraid to say so. After all, she already had experience with two of URBN’s other brands, Anthropologie and Free People. And she’d just returned from Washington, D.C., where she ran the marketing department for a company that caters events at the Smithsonian Institution and on Capitol Hill.
Alcorn reached out to Terrain’s president and made her pitch. “I really saw an opportunity in Glen Mills to be a wedding mecca,” she says.
Before Alcorn was hired in 2013, events were fairly new to the brand. Focused on dining, retail and merchandising, Terrain was largely known through word of mouth. “I was able to dedicate every single ounce of my brain and body to it,” says the Kennett Square resident.
In under a year, Alcorn and her team tripled event bookings. Today, the chic garden-inspired space is synonymous with weddings. “We really carved out a niche with our seasonal décor, our property, the food, the aesthetic, the staffing, the experience, and that personal connection to couples,” she says.
With the Glen Mills location now hosting about 130 weddings annually, Alcorn is doing the same at Terrain Gardens in Devon. “We got to build it from the ground up,” she says of the newer space, which opened in 2018. “It was thrilling. It was nerve-wracking. But it was a huge accomplishment.”
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