The right off-site venue, whether it’s an art museum, historic mansion or swanky restaurant, can add incalculable flair to a meeting agenda. Conversely, the wrong off-site venue can be a drain on the budget and, even worse, not appropriate for the needs and demographics of the group.
Meetings Today spoke with veteran event planners to get their thoughts on what it takes to secure affordable venues that help deliver rather than sabotage the objectives of the meeting.
Maximum Value
What adds the most value to an off-site venue? For starters, one that comes with all the necessary elements in place is always a good choice, according to Angela Hofford, director of sales for AlliedPRA Arizona, a DMC in Phoenix. Restaurants often fill the bill, she said.
“Restaurants often bring the most value because they have so much built in already: tables, decor, entertainment, staffing,” she said. “The best ones offer the feel of the destination, giving attendees that local experience that is part of the reason for going off-site. If you are flexible on dates and timing, you can get good deals on buyouts, plus restaurants are increasingly offering really nice private dining rooms.”
Amanda Miller, director of details for The Place Setting Company in Fort Collins, Colo., recommends looking for establishments that offer a full-service experience with a tiered approach to the rental.
“This allows clients to select what’s needed and what works for the event,” she said. “They can get staffing as needed. It’s great if the venue has its own tables, audiovisuals, etc. The more they offer and the more you can choose from, the better.”
While museums are rarely the least expensive option, Miller said they do provide value in the sense that they feature not only function space but an “amazing built-in visitor attraction that offers so much more than just a blank meeting room.”
Thomas Pitchford, principal and designer of Pitch Perfect Events of Pasadena, Calif., also believes there is value in choosing a museum, noting that at their best they provide a stellar visitor experience as well as a feeling of exclusivity when the museum is taken over during evening hours. However, they can also come with a long list of added costs, he warned.
“You will get charged for the facility rental, plus you may have to purchase security because of the valuable artwork,” he said. “Depending on the facility, you may have to create a satellite kitchen. They may also require value parking.”
Pitchford likes to use historic or architecturally significant homes for events, since they provide an intriguing atmosphere that requires few additions.
“Some historic homes really cater to groups and offer attractive packages to those looking to get out of the hotel,” he said. “You get the setups and you get a great room in a 100-year-old home. The lighting is usually fine. You don’t have to bring in decor to enhance the space. It’s already there.”
For an inexpensive venue with a local vibe, Miller recommends considering municipal event spaces such as libraries, parks and recreational centers.
Matching the Venue
Along with value, finding a venue that is a good fit for the needs and demographics of the group is essential. Age, gender and the nature of the organization are important things to consider, according to Hofford.
“A younger crowd may want something hip or experimental,” she said. “If they are mostly men, you might want to choose a sports venue. For associations, a place that is conducive to networking is important. It needs to be large enough with good flow.”
While a historic venue is likely to resonate with an older group, a younger group is likely to prefer a nightclub, especially one with an air of exclusivity, according to Pitchford.
“Millennials are used to waiting in line to get into a club, so if they can go to a club that has been reserved just for them, they love it,” he said. “A private home can also work for a group in their 20s and 30s, but perhaps not something historic. Instead, go for something modern, perhaps an architectural home that was owned by a superstar, or a Manhattan high-rise.”
Another key consideration in venue choice is whether or not the group is composed of company employees or outside customers, Pitchford said, noting that the former will not require the “wow” factor that the latter will.
“If you are seeking to impress outside customers and push the presence of your brand, then it may be worth it to do something like rent a battleship museum and shoot fireworks off the deck,” he said.
However, he doesn’t recommend being overly austere with an internal group of attendees.
“It’s walking a thin line,” he said. “You want to be prudent but also show that the company is solvent and on the right track to continued success. If you go too cheap, it sends the wrong message and doesn’t help with company morale. This may be especially important during lean times when you want to keep things moving forward.”
Matching the character and style of the venue with that of the organization is another important consideration, according to Miller.
“Sometimes it’s good to mix things up, but often people feel more comfortable with something that fits in with their office setting,” she said.
Accessibility and whether or not people are driving to the venue are other factors to consider, especially when the budget is tight, she added. A venue that provides free parking will be a huge plus if most of the group is arriving by car.
Breaking It Up
Large gatherings with different subgroups that require their own networking spaces also dictate particular venue choices. According to Hofford, venues with a mix of small and large function areas enable the group to break up into smaller sessions when needed.
“At a recent corporate event at a large restaurant, we had a reception together on their big lawn. It was a private space where we could make announcements,” she said. “Then we broke into three regional groups, so there could be hosted dinners with suppliers. We wanted to narrow down the networking pool. Then we went back to the same space where we had the opening reception for a dessert party.”
Negotiating Power
When it comes to getting a fair price for the venue, negotiating skills really count. Even when venues offer a set package, it is worthwhile to ask for added enhancements, according to Miller.
“I respect the packages the venue offers and usually feel they don’t overcharge, but I always try to get my client the best possible value and try to get other things included,” she said. “Multiyear contracts are also a good way to get concessions. If I send a number of different clients to the venue, it gives me an advantage. Having that kind of long-term relationship makes a difference.”
Pitchford noted that some venues will charge separately for items, including lighting. When possible, he recommends getting the services that are needed bundled together in one price.
“There are some venues that will charge you for turning on the lights or for using the screens even when they are built into the room,” he said. “When you negotiate, make sure you are not being charged for each feature. Get as much included as you can.”
