INTRODUCTION
Events can be an effective way to connect with your customers, members or fellow industry professionals. In fact, Bizzabo’s state of in-person B2B conferences report revealed that 80.4% of organizers identified in-person events as their organization’s most impactful marketing channel. Meanwhile, 77.7% of attendees said that in-person conferences were best for networking.
Venue selection should be your first priority when planning an event, as the location often impacts everything else in the planning process from the dates to the tone to the execution.
Following are the top six most important things to consider when selecting a location for your event.
1. DATES AND FLEXIBILITY
The date(s) of your event can be an important factor for driving attendance to your event. For instance, scheduling your conference at the same time as another popular event or during popular vacation times will likely hinder turnout to your event. Keep that in mind when reviewing venue availability and prioritize locations that align with your target date or dates.
If possible, start your search for a venue a year or more in advance to ensure you have access to more dates and event spaces. You also should allow for some flexibility, as you may be able to negotiate lower rates for dates that venues are trying to fill (e.g., you want the 13th-15th, but the venue offers you the 11th-13th at a discount). If multiple dates are available, you can get input from your network or poll potential attendees to see what works the best.
If you are planning an annual event, ask about multi-year contracts so you can lock in dates well in advance or negotiate discounts. You also should ask about contract flexibility and force majeure clauses in case you need to cancel or postpone your event due to unforeseen circumstances.
The force majeure clause can release you and/or the venue from liability if a “greater force” (like a natural disaster or pandemic) prevents you from being able to host your event. It is important to understand what qualifies as unforeseeable and unavoidable within the venue’s clause, as well as what is covered, such as your deposits.
2. VENUE CAPACITY AND LAYOUT
Before you begin looking for a venue, you should estimate attendance, start planning activities and create a rough plan of how things will run. These factors will help you determine if a venue is appropriate for your event.
For instance, you will likely need to find a location that can accommodate attendees for large general sessions, dining, receptions or award ceremonies, breakout sessions and small group meetings.
Oftentimes, you will require a larger area that comfortably holds all attendees as well as some smaller spaces for more intimate sessions. You also should consider the format of your activities (e.g., exhibitor setup, banquet tables, etc.), the registration area and potential high-traffic areas to ensure the venue has a good flow.
Flexible spaces are a plus, since you can divide the space in more customized ways.
Ask for detailed floor plans for the venues you’re considering and make sure to tour them at least once. Consider the venue’s ambiance and accessibility, as well as its functionality (such as access to electricity) to make sure it matches what you need for your event.
3. ONSITE SERVICES AND AMENITIES
Services and amenities are important to consider when selecting a location for your event. Venues that offer amenities like onsite catering, AV equipment and dining essentials like tables, chairs and linens can help make the planning process easier and may even reduce the overall cost of your event. If these items are available onsite, you won’t need to order them from third-party vendors.
Ask about these services when you are doing your initial research. You also should discuss setup and teardown logistics, security and support services. For instance, do they have dedicated staff to help you set up and clean up your event? Do they have a tech team that can help you troubleshoot AV equipment or help if there is a problem?
If you will have vendors at your event, ask about electricity, service entrances and elevators and loading areas. These are essential for ensuring a seamless experience for exhibitors.
Some venues have specific onsite service requirements for their amenities. For example, you may be required to use the venue’s onsite AV equipment or catering services. Take these requirements into consideration before booking a location.
4. RENTAL FEES AND MINIMUM COST REQUIREMENTS
Cost should always be a factor when deciding on a venue. Some venues have set costs for their facilities while others may offer discounts or complimentary space in exchange for a certain food and beverage commitment (if they offer catering services).
There may even be a minimum food and beverage requirement to secure the space or additional service charges like automatic gratuity or dining setup fees.
It’s important to ask for this information upfront. You also should inquire about security deposits, event insurance and permits, as well as obtain catering menus and equipment rental cost sheets so you can accurately estimate costs for your event.
5. INTERNET AVAILABILITY
While it may seem like internet availability is everywhere these days, it is important to discuss this topic with your prospective venues. In addition to asking if internet and wi-fi is available in the event spaces you’re renting, you also should ask if it is accessible in common areas or hotel rooms (if they have onsite lodging) for attendees to use in their spare time and if an access code will be required.
Make sure to discuss connection reliability, speed and streaming capabilities with the venue’s point of contact, particularly if you have any hybrid elements at your event. A poor internet connection or limited tech services could turn a well-planned event into a disaster.
6. PARKING AND NEARBY ACCOMMODATIONS
Venue location and its distance from parking or lodging should be considered when planning your event. If most of your attendees are local, prioritize parking accommodations. If most of your attendees plan to travel, make sure your venue is within a reasonable distance of the airport and hotels. On this particular point, you want your hotel–assuming it is not where you are hosting the event–to be either adjacent to or across the street from the venue, as most attendees don’t want to walk any further than a block.
It is a good idea to research parking and room costs and availability before you book your venue. For lodging, you may also want to secure room blocks at preferred locations to ensure attendees have somewhere to stay. Otherwise, you run the risk of leaving attendees stranded or preventing them from accessing your event, which could affect attendance and damage your organization’s reputation for future events.