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Working With Venues - May 2008

Choosing the right site for an event is one of the most important decisions meeting and event planners make on a regular basis. While it’s tempting to rely on tried-and-true venues that have worked well for previous events, planners often opt for new locations. In fact, an Agenda survey found that 83% of planners are looking for new venues for their events this year.

Following are suggestions on what to consider when choosing a location, making the most of site inspections, thinking creatively about using the space, rental costs and the fine points of negotiating the price.

Selecting the right site

Lots of different factors enter into the equation during the site selection process: the nature and purpose of the event, size of the group, location of the site, image you want to project, and cost of using the space are prime considerations.

Boston-based event planner Dusty Rhodes, founder, president and CEO of Conventures, feels that the most important factors in choosing the venue are location and ease of access, layout (flat contiguous footage and high ceilings) and food-service considerations.

Linda Matzkin of Hopple Popple, Inc. believes that while it’s important that the venue has the required amount of physical space, planners should keep an open mind about the type of space they are looking for and use their creativity to achieve exactly what they need. “It doesn’t necessarily have to be the right type of space,” she explains. “We can turn ballrooms into clam shacks and clam shacks into ballrooms.”

As important as the right amount of square footage is the attitude of the staff, Matzkin says. She always looks for a “good, positive staff who keep an open mind, have flexible attitudes, are able to think out of the box,” adding that they need to be “able to work with us and take time to explore a fresh way of doing something.”

Details of a good fit

Choosing the right space for your event means getting the right fit in many ways. Often the type of function will narrow the field somewhat in terms of site selection options, but using your imagination can open up countless possibilities.

• Size-wise, you need enough room so that guests will feel comfortable without being cramped. Spaces that are too large can give the impression that the event is not well attended, but clever use of props, lighting, and décor can help scale down an area to fit your needs. If, however, the space is too small, it simply won’t work.

• Location is a huge factor. Convenience is often a plus, but sometimes an interesting venue might better suit your event needs, even if it is a bit out of the way. Especially if it’s a place people are curious about and want to visit anyway, the extra buzz of a hot or brand-new site, even if it is not the most convenient location, can work in your favor. You can always arrange for group transportation, limo services, etc. to make getting there and back easier. Play to your guest list, however, especially if attending the event is optional and not a business requirement. If, for example, you want the media to show up, or you know your black-tie fund-raiser crowd would much prefer something closer to “home” it’s probably better to opt for a more convenient site. It can be a lot tougher to draw attendees to a location that’s difficult to get to or takes more time to reach. Keep in mind that guests consider the return trip too when they make the decision to attend or not.

• Budget is always a consideration. The more you have to bring into a venue in terms of equipment, food service, personnel, etc., the more add-ons to the original cost quotes. Be aware, however, that pricing structures vary from one location to the next and what you see at first glance isn’t always what you get. Much depends on how fees are calculated, what is included and what is extra, in everything from A/V equipment to staff (number and hours), food and beverage, etc. Some sites have package deals, where many services or amenities are included in one price, and others charge a lot of extra a la carte fees and may end up costing you more in the long run.

• Be aware of the possibilities and the parameters. A venue will only work well for your event if it offers what you need not only in terms of the space, but what you can do within that space. Know your exact event requirements upfront and if you need to bring in additional equipment from generators for climate control, sound, production and lighting equipment, to stages or runways, catering and service supplies, etc. Also check with the venue to make sure you are allowed to do what you plan to do. Some sites have restrictions about the types of events that may be held in the space (i.e. no fund-raisers, promotional events, weddings etc.), restraints on noise levels, dancing, fire department regulations (pertaining to cooking flames or candles), health codes (no live animals), security policies, labor union rules and regs, etc.

The all-important site inspection

Hopple Popple, Inc.’s Linda Matzkin emphasizes the importance of visiting a venue before you decide to hold a meeting or event there. “The Internet is a wonderful thing,” she says, “but it doesn’t always tell the true story.” There’s really no substitute for checking it out in person.

The site inspection is also the best time to get answers for your questions, so come prepared. Inspect the site as many times as you need to. It’s a good idea to bring along vendors you might be using too: the caterer, if outside catering is part of the program, production pros for sound, lighting, and other technical issues, theme design and décor specialists, etc.

When you are on location, try to imagine your event in the actual space. What will the traffic patterns be? How will the event flow? Any bottlenecks? Look for entrances and exits, possible location of the various food and beverage stations, sign-in desks, kitchen, coat checks, rest rooms, etc.

If your event is to be held outside, what is your contingency plan for bad weather?

In addition to meeting your event size requirement does the venue correspond to the image you want to project? What is the neighborhood like? Is the site clean? Is the site easy to get to and from? Are you arranging for transportation? How will guests be arriving? Are there parking facilities nearby? Public transportation? Is transportation from the area accessible when guests are ready to leave? Are there elevators? Handicapped access?

Do you need extra security inside the building or in the parking lot?

Will you have the whole venue to yourself during the event or will you share it with other groups? For exactly what period of time will you be using the space and what fees will be incurred if you exceed the time limit? Does the event site carry adequate insurance? What additional insurance will you need if you use the space?

What are the total costs involved? Ascertain if there are any extra fees for staffing, equipment, food/beverage, services, breakdown, clean-up, A/V or technical production and support, gratuities, etc.

Will there be a dedicated on-site coordinator for you to contact? Will this person be there during your event?

Don’t overlook opportunities at unique venues to enhance creative impact. Look for thematic tie-ins to your event whenever possible. Or, if the space you have is more or less a blank canvas, call in your design, production and décor team for a creative on-site brain-storming session. Much can be done these days with lighting and special effects from highlighting architectural features to hiding the flaws in the paint job. Turn-around times for rooms can be shortened dramatically too when lighting is a major feature of the décor. Change the lighting and the appearance of the room changes in a flash.

When you look at the space, note any features that stand out—for better or worse. The good ones can be emphasized or highlighted and the less desirable ones minimized. Can positive design features be incorporated into theme design to meet event objectives? Columns, for instance, can be used to frame bars and food stations. Decorate columns with fabric or make them “trees.” Use niches for specialty bars or dessert service.

Use the stage, if built in, for seating or as a lounge area, or create levels with risers.

Swag fabric to cover ceilings, walls or décor, and add a festive touch.

Use balconies or top of stairs for musicians.

Enhance the celebratory atmosphere from the start by carrying the theme out into the entryway, foyer, pre-function space, even the parking lot!

Calculating costs and negotiating the price

Some venues, such as museums or halls, often have fixed rental fees for using the space. Sometimes, a membership is necessarily even to use the site for an event. Other types of event venues like clubs or restaurants make their money primarily from other aspects of the event, i.e. food and beverage, and they may or may not charge a room fee. Sometimes such fees are negotiable, sometimes they are not, but it never hurts to ask.

Also, many sites charge a premium for popular times during holiday periods, or busier seasons, even certain days of the week. If you have any flexibility in terms of dates and days, it may help in reducing costs.

Following are a few pointers to keep in mind during the negotiation process.

• Focus on your group’s top priorities and negotiate them first. Extras and less important issues can be discussed after the main points.

• Know where you can cut costs and where you can’t. Don’t skimp on service staff at the event, for instance—they are the lifelines of your party.

• Be realistic in discussing the guest/attendee count with the venue. It helps them help you.

• For receptions, don’t order the total quantities of all food categories based on the guarantee, i.e. specialty orders of sushi and seafood usually can be based on the lower number of guaranteed head-count.

• Negotiate an all-inclusive fee of gratuities and tax, note hidden costs and agree upfront.

• Include set-up, load-in, and breakdown time and be aware of other activities taking place in and around the venue that will affect loading docks and time involved.

• Be specific in negotiating day/date versus “60 days from…” and percent of total versus an estimated amount regarding deposits and payments. Note cancellation policies and when fees are incurred.

• Write things down and send letters of confirmation to the venue after telephone conversations. Always leave a paper trail, so agreed-upon details are spelled out and verifiable.

• Before you sign on the dotted line and write any deposit checks, nail down the details in writing.

• Try to make it a win/win situation for everyone—you, your client, the vendors, the site, and your guests. In the end it will make for a more enjoyable experience all round.

• Insurance specialist William Fleischer of Advanced Insurance Services suggests a final caveat: Make sure you have enough insurance coverage and it covers you for as long as you need the coverage. He notes that the most common thing event planners forget to consider when it comes to insurance is that a one-day policy expires at 12:01 a.m. “If you’re planning an evening event and there’s any chance that guests will linger past midnight—even in the parking lot—get insurance coverage for two days, not just one,” he advises.