Though event planning focuses on many different aspects of corporate events, one of the most important features is the venue. Why? Because these spaces greatly impact planning across the board, including attendee experience, entertainment options, speakers, food and beverage packages, and overall audience satisfaction. In other words, your corporate event venue literally sets the stage for the program.
Knowing that venues play such a pivotal role in attendee experience, planners need to be selective when determining where to host large corporate events. From location and venue size to added amenities, all of these features and more will be a factor in the overall success of your event.
The Link Between Corporate Event Venues and Attendee Experience
Imagine yourself approaching a breathtaking venue. The stunning exterior is surrounded by carefully pruned hedges and vibrant flower beds that frame the entrance. As you open the door, you’re greeted by a grand foyer, exuding sophistication and style. Every detail, from the sleek furnishings to the soaring ceilings, showcases meticulous care. This isn't just a venue; it's an experience that sets the tone for the entire event. From the moment attendees set foot inside, they know they're in for something extraordinary – an unforgettable occasion that will leave a lasting impression. This example explains exactly why event planners must take the time to carefully consider their venue choice to get the maximum impact for their event.
As the above demonstrates, attendee experience is greatly influenced by the ambiance alone of a venue. A well-chosen location can create an atmosphere that aligns with the event's purpose and enhances the overall experience. Whether it's a modern conference center, a historic mansion, or an upscale hotel, the venue should reflect the desired mood and style of your event.
Additionally, corporate event venues should be more than just a space to host a conference. The facilities and amenities offered can enhance attendees' experience by providing comfort and convenience. Certain features (such as state-of-the-art audiovisual equipment, comfortable seating arrangements, high-speed internet access, and experienced catering services) can contribute to a positive attendee experience by ensuring a seamless, successful meeting. Plus, spaces that allow you the freedom to get creative and incorporate unique branding opportunities can establish even more memorable experiences for guests.
Other aspects to consider are convenience and accessibility. Though these details are often not thought of as exciting, they should not be overlooked. Factors such as proximity to transportation hubs, parking availability, and ease of navigation within the venue all contribute to attendees' comfort and overall satisfaction. A centrally located venue with ample parking and easy access to transportation can make attendees more likely to participate in the event.
Ultimately, the venue serves as the backdrop for the entire event, influencing attendees' impressions, comfort, and engagement levels. By carefully considering factors (atmosphere, location, accessibility, facilities, capacity, and brand alignment to name a few), planners can create a memorable experience that resonates with attendees long after the event is over.
How to Begin Your Event Venue Search
At the start of your hunt, you may be flooded with options. While these early stages may seem overwhelming, it’s important to pinpoint what you need to accomplish with your event and how your venue will support those goals.
1. Define Your Event Goals
When it comes to planning any successful corporate event, every decision should be made with event goals in mind, including venue selection. For example, if one of your goals is to promote small group connections among various team members, then you may limit your venue selection to ones that have multiple event spaces, allowing for breakout sessions, rather than a large open concept.
2. Understand Your Audience
Next, you’ll want to consider who will be in attendance and how the venue will impact these guests’ preferences. For instance, if your audience is mostly made up of young workers, then it may be worthwhile to consider a space that allows for ample photo ops that can be shared on social media.
3. Survey Your Guests
One effective way to better understand your audience is through surveys. This can be one of the easiest ways to ensure your event venue is received well by attendees, allowing you to gauge what is most important to your specific group. While you may know the general demographics of attendees, it can be beneficial to learn more about what they are interested in. Their responses might surprise you and could potentially lead you to locations you may not have considered.
4. Understand Your Budget
When selecting an event venue, you are of course limited by your event budget. While a venue you find early in your search may have every feature you’re looking for, you might have to make some tough decisions in order to keep from overspending. Remember, you can find amazing locations that stay within budget and keep you on track to hit ROI goals. You just have to be willing to search until you find the perfect venue that does not break your budget.
5. Establish a Timeline
If you don’t already have a date selected for your event, then the venue selection process will help you narrow down your options. Many venues allow you to book more than a year out from an event while others may be limited to only a few months. Plus, depending on the location, there may be on- and off-seasons that you need to take into consideration – both for cost and overall satisfaction while there. Regardless, any large event should be scheduled well in advance in case you need to pivot for unexpected reasons.
Eight Features to Look for in Corporate Event Venues
Before reaching out to venues, create a checklist of the top features you want the facilities to provide. This allows you to cut down on the time spent searching for the location that meets all of your requirements. Here are a few features to consider when evaluating options for corporate event venues.
Capacity
While capacity may seem like an obvious consideration, placing this aspect at the beginning of your must-haves can save you a lot of time. Similar to the audience being a key factor to consider when narrowing your options, capacity is a deciding factor that eliminates certain venues. If you know you are expecting 200 guests but the space only accommodates 100, that venue is automatically out of consideration, saving you the time of checking out the location's other features.
Services and Amenities
While it may not be a requirement for all corporate events, services and amenities that are included with the venue can influence attendee experiences. For example, you may want a venue that provides in-house catering. This is just one of many services you might be looking for when it comes to your perfect location.
Another consideration is your attendees’ free time options. If your corporate event is hosted at a hotel, guests may want to use a gym or pool in their downtime. If these options aren’t available, attendees may get bored. Guests cannot be expected to be in breakout sessions and keynotes all day, which is exactly why avoiding overscheduling is crucial. Extra services and amenities that allow individuals time to relax add value that make the overall experience more appealing.
Travel Logistics
When evaluating venues, consider how guests will be arriving. Is transportation going to be included? Or will there be valets? If not, are there enough parking spots for attendees? If that is an issue, you may need to do additional research to see what options are available for parking in the area. Frequently, parking and transportation are added stressors that negatively influence attendee experience, so making this aspect of your event as seamless as possible is important.
Security
One growing trend regarding travel events, as noted in a recent IRF Travel Index Report, is an increasing concern for attendee safety and security. When evaluating venue options, it is important to consider what the location offers in terms of security. While event registration tables and badges are effective ways to ensure people arriving are registered attendees, venues should have additional security features to help keep everyone on property safe at all times.
Layout
Moving through a crowded room and bumping into others isn’t an enjoyable way to experience a space. This is why venue layout is another imperative aspect to consider when choosing a venue. Event planners will need to determine how attendees will move through all spaces being utilized for the conference. If the space allows for creative planning, this is also a good time to turn to AI event tools to help generate optimized floor layouts.
Accessibility
Accessibility contributes to a positive attendee experience by removing barriers and obstacles that could hinder participation. For example, attendees with mobility impairments will appreciate features such as ramps, elevators, and wide doorways that make it easier for them to navigate the location. Similar to the venue layout, you’ll want to make sure everyone can move comfortably as they make their way through the event, and one way to ensure this is the case is by selecting a venue that is ADA compliant.
Internet Access
In today’s world, everything we do requires an internet connection. That said, it’s important to have a reliable connection at your event venue to avoid disruptions in presentations and activities. Beyond the event itself, attendees rely on wifi for their own personal use. Plus, a reliable network connection will help guests share their experiences on social media, giving a boost to your brand recognition.
Additionally, if you are planning to host a corporate event with hybrid capabilities, it is crucial to determine what equipment is needed and what the venue can provide to help you reach a remote audience – reliable internet being one of the most important aspects.
Flexibility
Depending on your needs, it may be worth looking into the flexibility that a venue has to offer. By that, we mean asking venue managers if contracts are negotiable and what processes are in place in case of a postponed or canceled event. For example, if guests need to fly to attend and there is severe weather that prevents them from arriving on time, what options do they have in place to remedy the situation?
Knowing what you need out of an event space can help you narrow your choices, making your final decision much easier to make. By determining these features before you begin your search, you can save time and select a venue that allows you to execute a successful corporate event while leaving a lasting impact.
If you’re looking for help with event venue selection, you can trust the expert global sourcing managers at Bishop-McCann. To get started, reach out to our team today!
