WHO, WHAT, WHEN, WHY….WHERE? One of the first things to consider when planning an event is WHERE to have it. What venue will you select to host your special event, conference, brand launch, senior leadership meeting, etc.? The site selection process is often the most critical decision a planner will need to make.
Frequently our event clients rush to make this their first planning decision due to location, price or a favorite destination. The venue is in fact a very important decision, however, a critical error in site selection is not first considering the WHY…are you having this meeting?
Architects will tell you that in order to design a space they must first understand the function the space needs to support. You need to be very clear about the goals of the event (the WHY) in order to create a criteria for site selection. I have had many clients come to us as professional planners and say, "We are already booked at the xyz hotel." Once I ask them WHY they are hosting the meeting, it becomes clear that this particular venue in fact does not support their event goals or functions at all. A busy downtown hotel may not be the best place to relax and retreat. A destination that is tough to get to might not work given your attendees time and budget constraints. A kids resort might not work for a strategic planning meeting.
Start by outlining your event needs. Be clear on event goals and objectives, ensure that you have enough space to accommodate your meetings, meals and group activities. Take into account the venue amenities and if your guests will use these during your event. Understand your budget constraints as the venue is often the largest budget expense of any meeting. Always secure more space than you initially need. I always say you can make a room look smaller but it is tough to knock out a wall to accommodate more guests or programming.
Get a clear idea of ALL event costs (resort fees above and beyond the guest room rates, parking availability and costs, AV costs, internet availability and costs for both individuals and your event needs, transportation costs to/from venue, etc.) I once paid over $20k for internet in a venue for just 50 ppl. and over $150 a gallon for coffee. Know all costs associated with the use of your host venue. I recommend taking every cost center for the event and forecasting it for each venue so you have a clear, all up, idea of how much the event will cost at each venue. This can be an eye-opening exercise as a hotel with a great rate might pencil out to be considerably more expensive when all costs are factored in.
Tour the venue before booking! We have all had that experience where you read an online description of a hotel and get onsite only to find that the guest room photo does not quite match what your room looks like or to see that "conveniently located" means it's located on a major interstate and your guests will be lured to sleep by the sound of semis.
Ask the venue how to best use the space and what they do best! Venue sales associates should be guides to assist you in understanding which rooms will work best for your functions, where to have your welcome reception, what apps are the most delicious. Use your venue partner to work up the best space use plan.
The experience you have with your property contact during the sales process is a good indicator of what the planning process will be like. Many properties are experiencing staffing shortages, inexperienced team members and other challenges. The response time, the salesperson’s knowledge of the venue capabilities, and the willingness to share ideas of what other groups have successfully done at that location should all inform your selection of WHERE you will put your event.
Explore opportunities for cost-savings such as sharing a set-up day with a client coming in before/after you, filling in dates that are between two larger events, using a meeting room with existing AV sets, identifying local resources such as entertainment, speakers, team building activities, and more.
Your venue and your partners at that property can make or break your event. Take the time to do your due diligence and work to find a location that wants your business and is willing to partner with you to ensure a successful experience for all. Our industry has become more transactional in past years and much of the hospitality feel has disappeared. There are amazing event professionals out there that “get it” and will offer a great location to achieve your event goals with exceptional service pre-event, onsite and post-event.
The WHERE is important but it is tied to the WHY. Let the WHY drive your venue selection process and final decision.
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