Event Planning Series - Venue
- Pro-Branding
- 11 hours ago
- 4 min read
“Quality means doing it right even when no one is looking.”
~ Henry Ford
Securing a venue can be quite expensive, not only in terms of the rental cost but also in the time and effort required to identify and secure the location. The process involves researching, contacting various venue managers, negotiating, scheduling (and rescheduling), along with numerous other organizational tasks, all of which contribute significantly to the overall cost. Therefore, it is advisable to establish realistic venue objectives, or even better, begin by investigating any available free options for your event.
The most common cost-effective option is to host your event outdoors. Although this may not be feasible for every occasion, it is ideal for various events such as exercise sessions, certain hobby or interest groups, city tours, small performances like theater or music in the park, nature sightseeing, pub crawls, or food tours. Organizing your event outdoors simplifies the process by eliminating the complexities of securing a traditional venue. Additionally, outdoor events offer increased visibility, as passersby may notice the gathering, inquire about it, and potentially join. It is essential to select a suitable meeting point, obtain any necessary permits, and prepare contingency plans for inclement weather.
Consider the possibility of hosting your events outdoors, even if they do not initially appear to suit an open-air setting. By doing so, you may discover innovative solutions that enhance the experience for your attendees, reduce venue costs, and provide a distinctive marketing opportunity, as an outdoor event could offer a unique appeal.
An alternative method for securing a complimentary venue is to hold your event at a coffee shop, restaurant, or bar. These establishments appreciate the influx of customers, particularly during off-peak hours when they typically experience lower foot traffic. While they are often busy during peak periods, they tend to have more availability during quieter times. By attracting a group of 5-20 individuals to their venue during these off-peak hours, you may be able to negotiate group discounts or other benefits, and they may be eager to host your event. A notable example is a comedy club that offers free admission to a comedy show but requires a minimum purchase of two drinks per guest.
The challenge with this venue strategy is that most events occur during weekends or evenings, times when many people are free from work. However, these are also peak hours for coffee shops, restaurants, and bars. Consequently, the task becomes either securing a venue that can accommodate your event during these peak hours or potentially compromising on attendance by hosting during non-peak hours to secure a particular venue. This necessitates conducting research and contacting the owners or managers of these establishments to negotiate a mutually beneficial arrangement.
An alternative approach to securing a complimentary venue is to partner with a company that shares a similar target audience as your events. You can negotiate for the use of their conference room in exchange for promotional opportunities. Scheduling your event during evenings or weekends ensures minimal disruption to the company's operations, as most staff will be absent, leaving the meeting rooms available. Companies are often receptive to hosting events in their office spaces, as it provides them with additional promotional benefits.
To identify companies open to providing office space for promotional purposes, engage in industry networking and contact managers at companies whose target customers align with your event attendees. Negotiate an arrangement to secure complimentary event space in return for promoting their business. This approach is akin to the sponsorship deal previously discussed.
As your events expand, you may find that office conference rooms are insufficient to meet your needs. When larger spaces become necessary, renting a venue becomes essential. Hotel ballrooms are among the most common choices, as hotels offer a variety of rooms suitable for events of varying sizes. The challenge lies in securing this space while maintaining the profitability of your events. By this stage, it is hoped that you will have refined your monetization strategies. Additionally, you can negotiate venue pricing by requesting a bulk discount. For instance, if you plan to host multiple events, you can negotiate a more favorable per-event rate by committing to the same venue for several events. Furthermore, hotels may offer discounts if you book a block of rooms, especially if some of your attendees will be staying there.
With resourcefulness, you may never need to pay for event space. I have participated in events with over 200 attendees that secured complimentary venues from Fortune 500 companies like Microsoft. This was possible because the events catered to technology entrepreneurs, aligning with Microsoft's promotion of small business solutions. Identifying free event space often hinges on the ability to discover such opportunities.
However, it is unlikely that you will need to manage growth to such an extent. Most events organized by individuals or small businesses typically do not expand to a size that requires hotel ballrooms or large conference venues.
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