Events take place at event venues. They are organised occasions scheduled for a specific period of time. People take part, for example, in conventional trade fairs or seminars on site or – more recently – virtually via digital media. The term ‘event’ refers to a special, spectacular and unforgettable occasion. A small but nonetheless important difference between an ‘event’ and a ‘function’ lies in the emotions involved. A staged function that evokes emotions in its visitors is therefore called an ‘event’. The event venue plays a key role in amplifying these emotions.
A wide variety of events take place in Germany every year. These include numerous trade fairs, congresses, conferences and corporate events, as well as fashion shows, concerts, film events, readings, sporting events, kick-off meetings and private celebrations such as weddings and birthdays. And the number is growing – as early as 2015, companies were investing over 30 per cent of their marketing budgets in a wide variety of events. Companies in the B2B sector, in particular, invest a great deal of money and effort into planning events. It is therefore all the more important to pool available capacity and resources as efficiently as possible. Agencies or in-house events departments can help decide which organisational tasks can be outsourced and which cannot. In today’s blog post, you’ll find useful tips and key questions to guide your next event planning. You’ll gain an initial insight into the importance of choosing the right event venue and the criteria you can use to select it.
The importance of choosing the right event venue
The venue plays a very important role in creating unforgettable events. When choosing the right venue, the target audience and their needs should be the main focus. The venue must therefore be suited to the occasion, theme and guests. For this reason, the venue for interviews or conferences, for example, should be distinctly different from that for summer parties or other private celebrations. A precise objective is defined before every event. What does my company want to achieve, and who does it want to reach and inspire?
To answer these questions, selection and exclusion criteria must be established before any search begins. The following guiding questions can help in selecting various criteria: Which sectors will be invited? What should the catering be like? What budget do we have available? What atmosphere suits the company and the guests? How many guests are expected? At what time of year should the event take place? The order in which these guiding questions are addressed is irrelevant and must be weighed up individually by each company. For some organisers, the exclusivity of an event venue is more important than the number of guests. For other events, catering takes precedence over the time of year. However, the budget plays an important role in both scenarios.
The right event venue for every occasion
The venue plays a very important role in creating unforgettable events. When choosing the right venue, the target audience and their needs should be the main focus. The atmosphere should suit the event in question, so that all guests are left with positive memories of the occasion. The first impression upon entering the venue is crucial in this regard. When searching for the right venue, it is important to visit the site in person. The following criteria are important when selecting a venue:
The location of the venue
The location of an event venue is very important. Transport links are often a decisive factor in whether people attend an event. Among other things, the following points should be considered: Is the venue accessible by public transport and by car? Is there sufficient parking on site or nearby? Are there multi-storey car parks in the vicinity? Are there hotels in the area?
The size of the event venue
When choosing the ideal event venue, its size is a key factor. Depending on the number of attendees, the venue should be selected to meet the requirements so that guests feel comfortable. This also includes the outdoor area. A venue that is too small can feel cramped and make guests feel uncomfortable. Conversely, venues that are too large can give the impression that there are too few attendees.
The venue’s facilities
An event venue should have good facilities. The basic requirements, such as a reliable power supply, lighting, heating, ventilation and toilet facilities, must be in place. Depending on the event, a stage, Wi-Fi, a screen, a projector or a sound system may be essential.
Furnishings
The type of event determines the equipment required at a venue. Venues are not always furnished, or may be only partially so. If necessary, furniture can be hired. Here, the choice of furniture is again determined by the theme. Regardless of the theme, however, it is important to ensure there is sufficient seating and a cloakroom.
The relationship between budget and date
When and how much? Rental costs for certain venues vary greatly depending on the time of year the event is planned. Peak periods mainly occur during school holidays and public holidays. You should also bear in mind the federal state in which the event will take place. These factors influence both the price and the number of attendees. The focus of the event is also a key factor in choosing a venue. If the emphasis is on culinary delights or a band, for example, you may be able to save on the hire cost. Once the date and budget have been finalised, you can move on to the next stages of planning.
Catering at event venues
Depending on the event venue, catering may be provided on-site or organised externally. For more elaborate catering, an external partner is a good option, provided it is permitted and within budget. In most cases, they will also bring their own crockery and staff. And let’s be honest: your guests expect catering that – if not free of charge – is at least reasonably priced and reliable.
The participants
Which sectors will be invited and how many participants are expected? Before every event, you need to consider what – and, above all, who – the event is intended to reach. Develop a vision for the event and consider the purpose for which it is being held. Key questions might include, for example: Where do the guests come from? In which sector do the guests work? Which event venue suits this clientele? How many guests are appropriate? When planning the seating arrangement: Which guests should I seat at the same table? When calculating the number of participants, it is always important to bear in mind that there will, of course, be cancellations. The number of cancellations tends to rise the more complicated and longer the journey is.
Inspiring and creative ideas
Apple, for example, organises what is known as the Keynote event for its annual product launch. A selection of special guests take their seats in a cinema auditorium. The new products are then unveiled on a large screen, accompanied by special effects and presented by a host. The entire Keynote can be followed live on the company’s website.
Small and medium-sized enterprises have an almost unlimited choice of event venues. A simple Google search is enough to get an overview. However, do ensure that prices are transparent and that quotes are non-binding. Organisers of experiential events, such as Jochen Schweizer or MyDays, offer a wide variety of activities for larger groups. Bear in mind, however, that not all activities are suitable for every participant.
For start-ups and companies in every sector, COLLECTION Business Centre offers exclusive conference rooms of various sizes. Whether with a view of the Rhine in Düsseldorf, the Frankfurt skyline or the canals of Hamburg: COLLECTION Business Centre has the perfect conference room to suit the most discerning tastes. A business lounge is ideal for relaxed interviews with up to four people.
Conclusion
Every event is unique in terms of planning and execution. There is therefore no single guide or set of precise instructions on how to organise the perfect event. The tips and guiding questions mentioned above can help you in your search for the right event venue. One thing is certain: an event ties up money and staff resources and requires careful planning, but in the end it can definitely create unforgettable memories.
We wish you every success with your next event.
Cover image: G-Stock Studio/shutterstock.com