Arguably one of the most important decisions you'll make when planning a corporate event is picking the space. Whether it is for a conference, workshop, or regional event, your event space sets the tone and shapes the overall experience for your attendees. Given the various aspects to consider as you select a venue, it is easy to feel overwhelmed and make a decision based on budget alone. While budget is certainly something to think about, spending too much (or too little) on a venue can leave you with an event that falls flat. So how do you go about finding that perfect place?
In this article, we'll discuss three key aspects to ponder when picking a corporate event space that will set your event up for success from the start.
Location, Location, Location!
Prime location matters. Picking the wrong location is the Achilles heel of an event. No matter how great the other aspects of your planning are, if your event is difficult to get to or in a less-than-ideal neighborhood, it will not succeed. Once you pick the city, research it. Answer questions like, where are the offices of most of my customers and prospects? What are the main suburbs people live in? What is the commute experience? What will traffic be at the time of my event? Expecting your local audience to travel more than 30 minutes is unrealistic and asking your out-of-town guests to drive more than an hour from the airport might also reduce your turnout.
Once you’ve lasered in on the exact neighborhood to host your event, it is critical to sift out if the venue is a short walk to public transportation and also, if there are easy parking options nearby. Lastly, scanning the area to be sure there are amenities close like coffee shops, restaurants, hotels, and a safe walking path is a must. With the proper time and research, you can land on a location that fits your business goals and that your audience will be excited about.
Take a Look at the Event Space Layout and Aesthetic
Not all venues are created equal. It is essential to think through your event brand and event formatting to ensure the venue matches your company’s personality and can handle your show flow vision. First, consider the venue’s overall style and aesthetic such as architecture, color palette, lighting, and vibe. Once you’ve done that, sit down with your event schedule and the venue layout and have a discussion about logistics. Next, complete a walk-through of the venue to scout where you might be able to weave in branding, signage, and marketing activations to ensure you can bring your vision to life within the space.
During the venue walk-through, think beyond what already exists and brainstorm how you can customize the space to match your event theme. Are you planning to have a keynote? How about breakout sessions? Do you want to include meals and/or a networking happy hour? Will you have a separate track for a specific attendee type? Will you need offices to take business meetings?
Thinking these items through while evaluating a space allows you the freedom to ask hard questions and fully validate if the venue you are considering will meet your event’s needs. That way when you lock in a venue you have the utmost confidence your brand will shine and your event programming will run smoothly.
Does it Fit Your Budget
Last but certainly not least, is budget. Finding a venue that fits the items discussed comes at a cost and many times it is above initial budgeting parameters. When negotiating with potential venues, there are a few different ways you can identify pricing efficiencies to ensure that you select a spot that meets your event needs and also fits your budget. Below are three questions to ask:
Asking these three questions will help you uncover areas where you can decrease costs while not compromising on the venue.
Ultimately, your event needs to have the maximum impact, and choosing the right venue can make all the difference. By having conversations around location, layout, event brand, and budget during the venue sourcing process you’ll land on an event space that perfectly suits your needs while also delivering the WOW factor to your guests.
Thinkstream helps you source the perfect venue faster!
Thinkstream.io works with technology companies to make sure their event brand outshines the competition. We provide venue sourcing, event strategy, design, management, and production for customer conferences, roadshow events, virtual events, and more. Learn more about our proven event marketing strategies and our trusted network of partners by booking a call here.
