Event Planning - Location (Part I)
- Sean Spence
- Sep 23, 2024
- 5 min read
For a lot of events, you might think that the issues related to location are pretty mundane, but they are so important. Screw this part up and your entire event can be ruined. Perhaps just as important, the potential for creativity in location selection offers myriad opportunities.
Quality and Personality of the Location
You typically cannot have a $1000/plate charity dinner at the local pizza joint, right? By the same token, you probably do not want to schedule your three-day conference for poverty advocates a fire-star resort.
As far as personality, mot event-oriented locations tend to be pretty neutral, but sometimes there is a theme to the look and feel of the place. For example, Stoneycreek Inn & Convention Center (with locations throughout the Midwest) has a distinctive "hunting-lodge" feel to it. This is going to be perfect for some occasions and not-so-perfect for others.
Space - Amount and Configuration
Make a list of the spaces you are going to need and the ways in which you will use them If your event is a dinner or a reception or some other event that requires just one room, then just make sure the room you choose fits the size of the crowd you are expecting. If you need more than one room or type of space, be sure to think it through and have a clear idea of the way in which each space will be used - for classes, outdoor activities, a pool party, or whatever,
Whenever possible, you want to choose a location that gives you options so that you are ready if you have more people, or fewer people, or if you decide to make a last-minute change to your agenda.
Choose a Location that is Easy to get to
Think about your target audience and where they are located. If getting there is a hassle - real or perceived - then your attendance will be reduced.
Especially for single-day events - make sure you have plenty of room for parking.
This seems pretty self-explanatory but is is not just important to make sure there is plenty of parking - it is equally important to ensure that the perception is that there is enough parking. My company occasionally has events at a wonderful venue with abundant parking in the garage across the street; but, for whatever reason, people think of this location as having a parking problem. Because of this perception, I always have to think twice before planning an event there.
Especially for multi-fay events - make sure there is easy access to an airport
Mostly, this is about providing information to your guests. Make sur they know about shuttle service to and from the airport. Give them a directory of rental car companies in the airport (and see if you can cut a deal with one to give your guests a special price - this is almost always something you will be able to do).
Location Qualities Needed
Too often, people choose a location and adjust the event to make it fit there. This is the reverse of what should actually be happening. You should always start with what you need, taking time to think through all your "must haves" and "want to haves," then searching for the location that fits as many of the qualities on your list as possible.
Food
If you have never eaten at the event site, make time to do so. Be sure you have an understanding of the facility's flexibility related to such things as vegetarians, gluten-free diet, and allergy restrictions.
If the food is not prepared on site or an in-house chef, this represents a whole new relationship that you will need to manage. Do not let the facility manager take care of this for you (as they will sometimes want to do). You want to make sure you are the one in charge of something as important as the food.
It is not uncommon that you or others in your group might be preparing the food for your event. If this is the case, you will want to make sure you have a complete understanding of the cooking facilities and the cooking tools that are available (such as posts and pans, utensils, etc.), as well as any local health regulations that might apply.
Think About Accessibility
Talke to the managers of all facilities about their accessibility and make sure that checking this out is an important part of your first site visit. With ADA regulations, most facilities you talk to should be able to call themselves accessible, but you really want to check this out. Are the bathrooms truly accessible? Are the accessible bathrooms close to where you are going to be on the property? What are the accessible sleeping rooms like? Are there enough to meet your needs? If there is a stage of some sort in the room, is it accessible for wheelchairs? If you find you need services related to disabilities (sign language specialists, for example), can the facility help you identify them?
Be Prepared for Small Children
If you have an event that might include small children, be sure that you have changing tables, highchairs, and other kid-specific items.
Some People will Care Whether the Hotel is Union
Perhaps this is an obscure detail, but whether a hotel's employees are in a labor union is important to some of us. If this going to be important, you can always check with the local office of the AFL-CIO for a list of union-friendly hotels.
Take Time to Get to Know the Staff
For years, my company ran a homeland security industry event called DefensExec - very high level, with 4-star generals, Fortune 500 bigwigs, high-tech entrepreneurs and venture capitalists. These were multi-day events held all over the country, and we probably spent about as much time on site selection as on any other facet of the event.
In each case, the due diligence process of checking out the sites turned out to be a relationship-building process with the staff who had been assigned to keep me happy. In the end, this was the biggest lesson I learned about site selection - take time to get to know the staff. If they want to, they can work miracles when it comes to solving problems, making your attendees happy, and cutting costs. This is as true for a 90-minute luncheon as it is for big money, multi-day events.
Non-event Venues
Most events you attend or organize will likely happen at no-event venues - someone's house, a park, an office lobby, a blocked-off street, or a school gymnasium. Whatever location is chosen will obviously have its advantages, but, if a place is not specifically designed to host events, you will want to keep some things in mind and realize that dealing with them will generally be a little mor difficult (because there will not be event professionals on hand to help).
Areas to particularly keep in mind
Catering/Food Service
Parking
Furniture Arrangement
Clean-Up
Sometimes you will Need Security
Most of the time, some combination of security provided by the venue and willingness to call the police is more than you will need. Occasionally, either because of the size of the event or the nature of it, it will behoove you to provide your own people. In those cases where you choose to have security, be sure to have written guidelines for their behavior (for example, if someone needs to be ejected from the event).
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