The Running of the Brides 2010

Put the Gown Down Now … Before Someone Gets Hurt

First there’s the Running of the Bulls in Pamplona. The runners dash forward, heads turning wildly, desperately trying to stay alert and focus on what’s happening around them. Each section of the run is different and each has its own unique dangers. It’s mad and frantic, and it’s over before you know it. Surviving the race requires stamina, determination and nerve. Some emerge from the race with a sense of adventure and accomplishment. Others leave bruised, battered and thankful to be alive (remember Billy Crystal in City Slickers?)

And then there’s the Running of the Brides, the World Famous Bridal Event that takes place every year at Filene’s Basement. Since 1947, brides-to-be and their hovering mothers have lined up as early as 3am for the chance to rush the store and rummage through racks upon racks of designer wedding gowns, hoping to find their dream dress for a drastically low price.

How does it work? Filene’s buyers stockpile excess merchandise from a variety of sources (cancellations, samples, returns, overstock, etc.) When the buyers have accumulated anywhere from 1,500-3,000 gowns, depending on the store, they set a date for the sale and price all gowns at $249, $499 or $699. All the original price tags remain on the gowns (anywhere from $900-$9,000) so you can instantly calculate your savings. (The best bargain in Feline’s history was a gown originally priced at $10,000 that went for $199!)

Like the Running of the Bulls, this is one of the most thrilling and unusual pastimes I’ve ever heard of. The girls rush into the store, frantically trying to stay focused amidst the surrounding chaos and ready to throw down, if necessary, for the dress. Each section of the store has its own challenges. It could be a pushy mother-of-the-bride willing to body-check you to get the A-line you’re blocking. Or perhaps a maid-of-honor calling for reinforcements because she wants the ball gown in your pile. Or maybe even the bride-to-be herself demanding you surrender the very mermaid gown you’re wearing. Or else. Some girls are just not cut out for this kind of drama and jump ship early on. The lucky ones emerge with the dress. Sadly, others leave bruised, battered and worst of all, empty-handed. This is not for the fainthearted, but oh the reward.

“Over time, a unique trading strategy has evolved. Any gowns that are rejected by the bride are ‘shopped’ around to the various groups looking for fresh merchandise. This can get complex–one trade could involve multiple transactions. For instance, bride #1 wants a gown that bride #2 has, so she offers a gown in trade; #2 has her eye on a gown being held by bride #3, so she sends bride #1 to negotiate with bride #3. Often you’ll see helpers making their way through the crowd holding signs that read “size 10 – 12 in ivory” or “simple size 20 wanted.”

Think you can handle it? The rummaging? The bartering? The body checking? Here are a few tips from Jaime Lee Event Planning to ensure you have the best possible experience:

1. Arrive Early: The doors officially open at 8am, but the line starts forming hours before. The hard-core bargain hunters even arrive the day before and bring lawn chairs and sleeping bags.
2. Bring a Team and Make Sure They Are Easily Identifiable: Your chances of success will increase exponentially with each team member. And make sure you can recognize each other easily. Team colors, uniforms and hats are very common, and some teams even use walkie-talkies or whistles to signal one another (Remember the girls on Friends
3. Dress Comfortably: You will try on lots of dresses. Tank tops, sports bras, leotards and sweatpants work best for rapid undressing amidst utter chaos.
4. Leave Your Purse at Home: It will slow you down. This is the perfect opportunity to sport that fanny pack you have hidden away in your closet.
5. Grab and Go: When the doors open, your team should be prepared to grab as many wedding gowns as possible in the first several minutes. Once the racks are emptied the place turns into a colossal swap meet. The more dresses you score up front, the better your chances of swapping for the dress.
6. Be Open Minded: With these awesome prices, leave no stone unturned. Try on dresses you might normally overlook. You may be surprised.
7. Bring a Mirror: The situation is far from ideal, but it will give you a sense of whether the gown is flattering and help you decide whether to hold onto a dress or trade up. It’s nearly impossible to snag time in front of the store’s full-length mirrors.
8. Be Courteous: This event can bring out the worst in people – pushing, elbowing, hoarding, and so on. Try to remain civilized. Everyone there wants the same thing. If you help someone, they might help you.
9. If You Love It, Buy It: This is a one-day event, so if you find a spectacular gown you love, don’t waste time – run straight to the register. When you announce you’ve found the one, you might even receive applause from the crowd (a brief applause of course – there’s work to be done.) That being said, keep in mind that they will not accept returns.
10. Have Fun!

The sale is held in selected Filene’s Basement stores once a year (twice a year in Boston.) For those in the DFW area, Atlanta is the closest. You can get roundtrip airfare for around $230, which is most definitely worth the trip. Just think, if you save money on your gown, you can invite more people to see you wear it!

Check out the dates below if you think you have what it takes:

• February 20th in Boston, MA (Hynes Convention Center)
  
• February 27th in New York, NY (Union Square)
  
• March 20th in Atlanta, GA (Buckhead)
  
• April 3rd in Washington, D.C. (Rockville, MD)
  
• July 24th in Chicago, IL (State Street)
  
• July 31st Washington, D.C. (Mazza Gallerie)
  
• August 21st in Boston, MA (Hynes Convention Center)
  
• October 16th in Cleveland, OH (Warrensville Heights)