There are tons of guides on how to plan an event as an event coordinator. But there aren’t as many on how to plan an event as a venue manager and owner. So, how do you, the venue, plan events with your clients and ensure business success?
Fortunately, we’re here to help! We’ll cover everything from the benefits of effective event planning to how to build your own event planning template. This article will help you master event planning and grow your client list.
We’ll also cover annual event planning and how you can set your venue up for long-term success.
The Difference Effective Event Planning Can Make
The difference effective event planning can make cannot be overstated. As a venue, event management is a must for a successful event and for building long-term venue success. Here are just a few of the most prominent differences you’ll notice after implementing a good event planning checklist.
Increased Customer Satisfaction
First, the way you manage your event venue says a lot about the type of business you do. It’s important to make a good first impression with your clients. If you provide ample support and effective event management that helps their event go off without a hitch, you set a good precedent.
But customer satisfaction is good for more than just a good review or two. The better the experience a client has with your event venue, the more likely they are to come back. Customer retention is cheaper than customer acquisitions and is the key to long-term success.
And, lastly, if you consistently provide great service, other potential clients are more likely to book events with your venue. Customer satisfaction is essential for your brand reputation. Word-of-mouth advertising from happy customers is also a highly effective and free form of marketing.
Better Brand Reputation and Reach
We already mentioned that a happy customer is good for your brand reputation. Word-of-mouth marketing is highly effective because people are more likely to trust a friend or family member with first-hand experience than an online review.
But, word-of-mouth marketing aside, effective event management is guaranteed to bring in more positive reviews and referrals. People who’ve had a good experience with your venue are also more likely to post and share about your venue.
All this leads to a better brand reputation and increased brand reach – both of which are great for business.
Better Venue Operations Management
Effective venue management is critical for planning a successful event. It’s what allows venue managers to host amazing events, often back to back. It’s also critical for your brand reputation and customer satisfaction.
Having an event planning checklist is the best way to optimize your venue operations. When you have a good event plan, managing event tasks and client queries is much easier. More planning also means fewer issues later on, saving you time and money.
Client Customization
Client customization and personalization play a significant role in creating unique and memorable event experiences. Understanding the client's needs and preferences allows the venue to tailor every aspect of the event to align perfectly with their vision.
This personalized approach goes beyond standard offerings and includes specific themes, desired atmospheres, and bespoke services that reflect the client’s identity and goals. For example, a wedding with a gothic feel requires particular lighting and atmosphere – which you can help with.
Detailed planning is crucial to ensure every expectation is not only met but exceeded. This attention to detail increases client satisfaction and also builds trust and loyalty as clients feel valued and understood.
Ultimately, personalized and customized experiences elevate events into unforgettable moments that leave a lasting impression on clients and their guests.
Learning Opportunities
Continuous learning and improvement are essential for the success and growth of any event venue. Feedback from clients and attendees can help identify areas of strength and areas that need improvement.
By incorporating this feedback into their operations, venues can enhance their services, improve efficiency, and provide a better overall event experience. This ongoing process ensures that the venue meets client expectations and industry standards.
The ability to adapt is also crucial in event planning management. Being aware of changing client needs, preferences, and industry trends allows a venue to stay competitive. This may involve implementing new technologies, trying out innovative event formats, or offering new services to meet market demands. A great example is the adoption of event and venue software to simplify and streamline event systems.
By being flexible and responsive, a venue can not only meet but exceed client needs, building a strong reputation in the industry. Continuous learning and adaptability help venues thrive in a competitive market, delivering exceptional experiences that consistently impress clients.
Event Venue Types
Next, let’s take a look at the most common event venues and the types of events they host. The type of events you host can dramatically affect your event plan. A concert venue will have a lot more event planning than a small bar or restaurant.
Bars
Bar events are a great way for smaller establishments to boost sales. There are also tons of creative ways to host a bar event without breaking your event budget.
Bar events tend to be small, intimate, and easy to plan. Think speakeasies and casual trivia nights. If your bar is bigger, you can of course host larger events, like charity events and large viewing parties.
Restaurants
Similar to bars, restaurants tend to be great venues for smaller events. They’re perfect for parties, meetups, and family gatherings.
Whether your clients opt to rent out the entire restaurant or just a private room, restaurants require a bit more event planning than bars – usually because of the food involved. Deciding who provides the staff, how to prevent cross-contamination, and ensuring food safety measures are just a few things to consider during the event planning process.
Conference Halls
Conference halls are large venues that are usually close to or attached to a hotel or other form of accommodation. Professional meetups, exhibits, and networking events are the most common events you’ll find in a conference hall.
Event planning for conference halls tends to be on the simpler side, especially if the event relies on guests who bring their own ‘entertainment’ like expos.
Tour-Type Venues
Tour-type venues, like wineries and breweries, are very popular and a great way to make money on the side. Clients who book with these types of venues most often want a tour of the place as well as a tasting. Event management for these types of events is on the simpler side because guests tend to fall into existing venue routines.
Hotels
Hotels are another popular venue option, mostly because the venue can be used for a diverse array of events. And, food, accommodation, and entertainment can all be found on-site.
As you can imagine, a hotel event is more complex than that of a bar or restaurant. There is much more for the venue to manage than just the event venue itself. Comprehensive event planning is crucial.
Barns/Outdoor Events
Barns and outdoor event spaces are popular as venues for weddings and large family gatherings. The complexity of the event planning depends on what you’re responsible for. Some venues only offer the event space and leave the rest up to the client. But, if you’re providing staff and other additional services, the event plan will be exponentially more complex.
Stadiums/Arenas
Stadiums and arenas are the creme de la creme of the event venue world. From sporting events to live concerts to luxury weddings, these event venues require an in-depth venue plan and a large event budget.
How to Plan Your Next Event
Finally, let’s take a look at how to plan your next event. Here is everything you need to know to master event planning.
Use these key points to create an event planning template and ensure future event success.
First Contact and Booking
The first step to ensuring all future events are a success is learning how to manage first contact and bookings with clients.
1. Gather Client Details
When a client approaches your venue, collect as many event details as possible. Enquire about the type of event they’re hosting, when they want to host it, and how many people they think will be in attendance.
This is also the perfect opportunity to gather information on any specific venue requirements they have.
Remember to respond promptly to avoid losing clients, and schedule a meeting as soon as possible to finalize the booking.
2. First Client Meeting
The first meeting is where you learn exactly what your client needs. When it comes to planning an event, the more you know the better.
During the call or conference, take the client on a tour of the venue so that they know exactly what you have to offer. Highlight all the venue amenities.
Also, use this time to find out what your client wants from the venue. How can you provide for their event needs? Keep dialogue open with the client and don’t hesitate to ask questions.
Lastly, check your availability and confirm the event date with the client.
3. Event Quote
When the initial meeting is over, provide the client with an event quote. The quote should include all the services your venue offers, like catering, kitchen staff, or sound and lighting. The quote also needs to provide a detailed cost estimation with a breakdown of all the expenses.
4. Sign a Contract
If the client accepts your event plan proposal, draft a contract. The contract needs to include the terms and conditions, payment schedules, cancellation policies, and responsibilities of both parties. Go over the contract with the client and discuss the terms.
Lastly, collect a non-refundable deposit to confirm the booking.
Pre-Event Planning
Once the booking has been confirmed, move on to the pre-event planning.
1. Event Planning Process
Finalize the event details with the client. Discuss and jot down all the event specifications such as layout, schedule, catering menu, and any special requests.
This is also the time to schedule regular meetings with the client or their event planner and your venue event planner. Keep the client updated and discuss and resolve any venue issues.
2. Confirm Vendors
Depending on what services you offer with your venue bookings, you’ll have to coordinate with vendors and finalize orders and delivery dates.
3. Venue Logistics
Again, depending on the services you offer, develop a detailed schedule for the event, including setup, event activities, and teardown. Assign staff roles and responsibilities, ensuring adequate coverage for the entire venue.
Even if you aren't providing staff, you’ll still need to check with the event planner and ensure they have enough staff to manage the event.
4. Venue Licensing
Ensure your event attendees and business is safe by securing all necessary permits and licenses. Do you need an alcohol permit or a noise permit? Do you need special licensing for any event entertainment or features? The faster you secure all the permits you need, the better, so don’t procrastinate.
Event Day Management
The day of the event has arrived but that doesn’t mean the event planning is done. You still have a lot to take care of as the venue event planner.
1. Event Setup & Rehearsal
Effective venue setup is crucial for the success of any event. It ensures the layout aligns with the planned design, including seating arrangements that cater to audience comfort and visibility. And don’t forget about the best part: the aesthetic elements the event planner and client agreed upon.
Checking audio and visual components before the event is also critical to ensure smooth sailing once the event starts. We all know how embarrassing technical issues can be during an event!
When the setup is completed, conduct an event rehearsal. This includes testing all the event equipment to ensure proper functionality, calibrating lighting to highlight key areas, and checking sound systems for clear audio delivery.
The rehearsal is essential for catching issues before the event.
2. Final Walk-Through
Clients change their minds often, so do a final walk-through with all involved event planners. Make sure the client is satisfied with the venue and finalize any last-minute changes.
3. Venue Management
With the final walk-through and event rehearsal done, it’s time for the actual event.
Work with the event planners to ensure the event runs smoothly. Keep an eye on guests, clients, and deliveries, and deal with any issues promptly. We’d also suggest keeping your event planning template on hand. Use it as a checklist to keep track of and manage the venue.
Lastly, provide guest assistance. Whether guests need help navigating the venue or have special requests, provide prompt and friendly support. This is essential for keeping your client happy and building your reputation.
Post Event Planning
Once the event is over, you can move into the post-event planning phase.
1. Venue Clean Up
The event is over, so it's time to clean up the area and prepare for the next event. Coordinate venue staff to clean up the event venue, collect any lost items, and ensure the items are returned to their owners.
If you have any outside vendors on site, make sure they pack up and leave at a set time. You can offer a hand if you have extra staff and need them to leave sooner. Make sure the area is properly cleaned and any signs of the past event are removed. Future clients should feel like they are the first people to use the event space.
2. Client Follow Up
With the event venue cleaned and ready for new clients, you can move on to client follow-up. Feedback is crucial for gathering information and improving your client experience. It’s also necessary to build on your event plan.
So, get in touch with your client after the event. Ask them about their experience with your event venue. What did they like about the experience? Were there any stand-out points? What did they not like?
If there are serious complaints from the client, set up a meeting and discuss the issue. Determine if the mistake is on your side, and, if it is, apologize. You can also offer a partial refund or a future discount.
Addressing these concerns is important not just so you can avoid them in the future, but also to salvage as much of the client relationship as possible.
3. Venue Billing
Send the client the final bill. Include a detailed account of all their charges and add any additional fees that they might have incurred during the event. Remember to stipulate when the payment is due as per the contract agreement.
Finally, keep track of your venue clients' payments to make sure they pay you within the predetermined payment period.
4. Post Event Review
Once the event is paid for, review everything you learned during the event. Keep the event documentation and any event planning templates you created. This information can be very helpful when planning future events of a similar nature. It’s also a great way to track your event venue's growth.
If there were any serious concerns or complaints from clients, review them with shareholders and staff to ensure the problem is fixed. Remember to stay humble and treat every event as a learning opportunity.
The Benefits of an Annual Event Plan
An annual event plan is a comprehensive schedule and strategy outlining all the events and activities planned for the year. It serves as a roadmap for the venue’s operations, ensuring that resources are allocated efficiently, marketing efforts are coordinated, and goals are met.
As for the benefits, an annual event plan is great for:
- Achieving Goals: An annual plan helps define and align your venue goals, ensuring all event activities strategically support your venue’s business objectives.
- Future Planning: An annual event plan is great for future planning. Not only will you more effectively track future events, but you’ll also be able to fill gaps and ensure consistent business throughout the year.
- Improved Operational Efficiency: If you have a long-term outlook, you can plan for slow seasons and improve operational efficiency. For example, it’ll be much easier to prevent overbooking and effectively allocate resources across the entire year.
These are just a few of the powerful benefits you can take advantage of when implementing an annual event plan into your business model.
How to Create an Annual Event Plan
To create an annual event plan, follow these event planning steps:
- Define Goals: First, define your business goals for the year. Do you want to increase revenue and your client list? Do you want to improve your operational efficiency? Clearly note down your objectives for the year.
- Evaluate Strengths and Weaknesses: Next, determine your strengths and weaknesses. Your strengths will be the aspects of your business and venue that you can market to capture your target audience. For example, a prime location. These should be key factors in your event marketing plan. As for your weaknesses, objectively examine your venue weaknesses and plan how to fortify them.
- Establish a Budget: After determining your strengths and weaknesses, determine your annual budget. Use data from past events to determine the average expenses for each event. With this data, you can determine and estimate future costs and allocate resources more efficiently.
- Vendor Management: Next, create a list of your preferred vendors. Fostering extended partnerships with vendors is a great way to get discounts, so contact your vendors and discuss annual deals.
- Staff Assignments: For smoother annual operations, make sure employees know what they’re responsible for. Assign clear roles for each aspect of the annual event plan. Also, plan regular check-ins to monitor progress and operations.
- Create an Annual Event Calendar: An annual event calendar is crucial for organizing events, improving operational efficiency, and increasing sales. So, take advantage of event management software to plan and optimize your annual event plan.
Conclusion
Event planning can seem daunting when you’re responsible for managing a venue. However, with a solid plan and the right strategies, you can streamline the process and ensure each event is a success.
We’ve covered everything from understanding the benefits of effective event planning to creating your own annual event plan. This guide provides you with all the tools you need to impress your clients and grow your business.
By focusing on customer satisfaction, enhancing your brand reputation, and improving venue operations, you’ll not only meet but exceed your clients’ expectations. Remember, detailed planning and customization are key to creating event experiences that keep clients coming back.
Take the first step to venue success by partnering with Perfect Venue. Our event management software is easy to use, affordable, and highly effective. Sign up today and enjoy a 14-day free trial!
