Have you ever been invited to an event (i.e. meeting, conference, training class, wedding, etc.) that seems to be in the middle of nowhere? You spend so much time panning on how to get there that you wonder if the trip to the event is worth it.
Many times people come up with the idea of holding an event and they don't put a lot of thought into where it is going to be held. They come across some location that they fell in love with, or find one that fits in their budget, or is recommended to them by someone else. Some people are more concerned with the agenda of the event that they forget about the logistics. Remember as in real estate when it comes to planning an event the same rule applies: Location. Location. Location.
Here are some key questions you need to look at when planning the event:
1. How Many People Are You Expecting to Attend?
We ask this question so we can find the right space to fit your group. Are you opening the group to anyone who wants to come or are you putting a limit on how many people can attend? This can be dictated by how many people the room will hold. Not only are we looking at the event space, but what accommodations are nearby that can cater to your group? If you are using a community hall that holds about 200 people theater style and the nearest hotel only has 90 rooms, where are the others going to stay? Is it at the next hotel 15 miles down the road?
2. What is Your Target Market for the Event?
What type of people are you expecting to attend? This can have an impact on your location as people will want to know what is in the area that they can enjoy when they are not at the event. If you have are in the middle of nowhere and all that is around is a couple of restaurants and a bar or two and you have a crowd of 20-30 somethings who enjoy nightlife, then they are not going to be happy. And YES this does have an impact on how well the event is received. It doesn't matter how good the content of your event is, if there is nothing around the location for your attendees to enjoy when the event is not in session then that is what they are going to remember most.
3. What is Your Budget?
Surprisingly, some people forget about the budget or don't ask enough questions about the cost of the place to find out what is included and what is not. When you are looking at the location what is included in the cost? Some things to take into account as possible optional extras are: LCD Project and Screen; Flip Charts; Power Strips; Podium, Microphone, Internet Access; Parking; Catering (meals, snacks, beverages); labor and other costs; Cleanup Fees; Overtime Charges (staff and venue); Gratuities; Tables and Chairs; Setup and Breakdown charges. These are some of the costs you need to take into account. Figure out what you want for your event first (i.e. tables, chairs, LCD, Podium, etc) and use this when talking to the venue and figuring out costs.
4. Where Are Most of Your Attendees Located?
In today's economic situation people don't want to travel too far for some events. By holding the event in a location that is central to where most of your attendees live will help attract more people. If most of your people live in and around New York City and you hold your event in San Diego, how many of the NY based people are likely to get on a plane and travel cross-country? If you held the event in or around New York then you are likely to get more locals attending.
5. Where is the Nearest Airport and How Accessible is the Location?
This is HUGE. If people are going to have to take 2 or more planes to get to your location and then drive 30 minutes or more to the location, they may think twice about coming to the event. Although some venues are worth the drive from a major airport. But then you have to think will you be providing transportation or will the attendees be expected to either take a taxi (which could be expensive) or rent a car to get to the location. Does the location provide a free shuttle service to and from the airport? How many non-stop flights service the airport nearest your location?
6. Does the Total Travel Time Justify the Time for the Event?
Your attendees are going to look at how much time will I be traveling and is it really worth traveling that distance to attend the event? If you want to hold your event in places like Hawaii, then your event needs to be a minimum of seven days. If it is any less then people may not come as it is not worth a full day or more of travel to get to the event and then have to repeat it on the way home. Yes it is Hawaii, and people will turn down an event in Hawaii if the travel time and the amount of time at the event is not worth it.
7. Is it Peak Season or Are There Major Events at the Location?
Everywhere has a peak travel time which drives up the travel costs, hotel costs, etc. Look at the area you are going and find out what is their peak tourist season. Is the location near a beach or lake? Peak times would be summer. Is the location in an area known for the autumn colors? Then September through October would be their peak time. Is it a ski area? Then winter would be their peak time. What other major events are going on in the area at the location that could affect travel and hotel availability?
8. What is the Weather like?
This will also have an impact on your location. Will you get stranded in a snow storm if you hold your event in the winter? When is the rainy/hurricane season? What is the hottest or coldest time of the year at the location? You need to take these into account. If you are at a resort that has a fabulous golf course and you know that most of your attendees play golf and it is the middle of the wet season, how many people will come to the event?
9. What about the Location itself?
Is it union or non-union? This can have an impact on labor and other costs. If Union then when are contracts and wage negotiations due? Yes this has an impact. You don't want your event taking place during contract negotiations or under the threat of a strike. Are any renovations planned during your event? If so, how major are they and what impact will they have on your event? How much noise will there be, what will the level of service be, how will it impact your attendees and the quality of their stay?
These are just some of the questions you need to ask yourself when planning an event. Yes, I know it seems like a lot, but each question is important if you want your event to be successful. It can be too much for some people and this is where an event planner comes in handy. They do all the research and worrying for you. They sit you down and find out your budget for the event, the number of people you are expecting, the demographics of the people you are expecting, what you want in a location, room setup, etc. Then they do all the leg work for you and come back to you with 2-3 suggestions. They also help with the negotiations on the contract too so you get the best deal.
When it comes to planning an event knowing your market and what you want to accomplish goes a long way to the success of your event. If you are planning an event, whether it is a meeting, conference, wedding, training session, celebration, etc the more you know about what you want and the people attending the better choices you will make in selecting a location.
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