There is a strategy to pick the best location and venue for an event. Many places will do, but here’s how to choose a location and space that enhances your client’s event.
To start, basic information needs to be tentatively decided. First, understand the type of event and the anticipated number of attendees. It makes a noticeable difference if your event is a high-level conference for 12 Board Members, a wedding of with 200 guests or a trade show of 15,000 customers and members. This should be sketched out in preliminary meetings with your client. It’s helpful if there is data from previous years, but there are many one-off events that can successfully be planned starting with just this information.
Next, schedule time with the client to discuss location and budget. These go together because you must be respectful of client preference, and honest about what their budget can comfortably cover. When broaching the subject with the client about location they may have strong opinions (i.e., the destination wedding must be in a warm climate and no more than a two-hour flight) or be open to you pitching options. If it’s the previous, take note of their opinions and use them to create a deck of several options that could work within their budget. Don’t make the mistake of only pointing out the benefits of each location. It’s best if they know any challenges up front. For example, is there only one flight in per day? Is the commute from the airport to destination require car service? Does the event fall during hurricane season? Is it seafood heavy for meal service and the CEO is allergic? If the client is open to you suggesting locations use the conversation to hone in on what is important, this will assist in helping you pick viable locations. Questions to ask include: What is the travel budget or is each person responsible for their own travel? Are any locations an immediate no? Is a specific climate desired? Are you interested in overseas locations? What are the accessibility requirements? Does the event anticipate coming back multiple years? In addition, you’ll need to know the client’s company policy on vaccination and ensure that they understand COVID-19 vaccination requirements for the selected location.
Once the location is narrowed down, start to search for the venue. You’ll be able to rule out or include venues based on attendee numbers. This is where conversations about what is happening at the event come in to play. If it’s a conference with breakout sessions knowing approximately how many spaces are needed will help narrow down to best options. You’ll also need to take time with the client to understand what look and feel or vibe they hope their event emits. For a hotel wedding, rustic décor vs. a modern feel could be make or break depending on the client’s vision. Details about the event will continue to evolve until you’re onsite, but as they emerge, before the contract is signed, ensure they align with each of the potential locations.
Lastly, schedule a site visit. Pictures are amazing, but you need to see the space in person, talk to the property planner, and taste the food for yourself. Encourage your client to join you and schedule a tour at their top two or three venues. Ensure you see any space you may use, guest rooms, gym/spa and try a meal. This gives the client an opportunity to react to each location in real time, and to pick the best possible venue.
Location and venue choice are important and can enhance an event in numerous ways. By using this strategy, you can confidently lead your client to the perfect spot.