Selecting a venue can be one of the most time-consuming and costly elements for any event or function. You would probably fall into one of two categories of customers for venue rental for your function. There is the retail customer that is just like you and me, who may be looking for a wedding location, or a site for a family reunion or similar facility. They are almost always local, except with those families that are scattered across the country, seeking a central location for their function.

College groups and others hold "Destination Meetings."
The other customer is the corporate client or destination manager that is looking for space for their company or client’s meeting or event. One group is local, seeking space for things like their Christmas party or company picnic, the other would be a company, typically of national scope that is looking for a great location to hold a series of meetings and some special functions.
It is important to know which of these groups you would identify yourself as, because the search for a venue is conducted differently for each. There are, however, several basic considerations that are frequently overlooked when deciding on a venue for your event.
CLIENT CATAGORIES – REMOTE CATERING % – BASED ON GUEST COUNTS
- Retail Customer – Local (27%)
- Retail Customer – Out of Town (12%)
- Corporate Customer – Local (42%)
- Corporate Customer – Out Of Town (19%)
Decide on a city or general location
If you are a local retail or corporate customer, the decision is easy. You will most probably choose a location that is convenient for your guests. Consult a local map and decide on a general radius. Most individuals will be willing to drive up to twenty or thirty miles for an event. Mark your business location or highest concentration of family members on the map. Decide on the farthest acceptable travel distance and draw a circle around the search area. This will define your search parameters so that you can use the tools described later in this article.

Establish an Acceptable Radius
Make sure that you select the event’s primary focus location first and then select other locations if you are having a series of meetings or progressive multi-staged event.
Corporate clients or national retail clients will need to broaden their search using the same technique as above, but on a more grand scale. Look at the highest concentration of attendees on a national level and then zero in from there. If your event is a mix of pleasure and purpose, the determining factor may be the appeal of the location rather than convenience. This is where the term “Destination” from destination management comes from, and it’s all about the excitement of where you are going!
Once you have decided on a general location, you will need to Refine Tour Search by excluding attributes that will not support your event. As an example, if you are looking for a place to hold 300 guests for a sit-down dinner, you will want to make sure that you choose a location that has adequate room for this number of guests. Another consideration would be your budget. You would not want to spend time looking at space that does not leave money for other things like food or entertainment.

Pick Fun Venues the Highlight Your Event!
You will also need to determine if the venue has the attributes required to support your event. A good example of this would be, if you are having a reception that is separate from the dining area, you will be looking for venues with two distinct rooms or areas. If your dream is a garden wedding followed by a reception, you will be looking for both locations in close proximity. Locating specific venues with those attributes will take considerably more research that defining the general location. I have listed factors that will help you refine your search.
- Determine general geographic location.
- Decide on the number of anticipated guests.
- Review your allowable budget. (Be sure to consider deposit requirements and insurance)
- What is the venue attribute(s) required to support your event?
- Check venue limitations for electricity, restrooms, water, air and heat.
- Check for available parking if applicable.
- Is the venue available for the dates of your event?
- Will transportation be required to get to the event location?
- What time will you hold your event?
- Will you have entertainment, and what is the local sound ordinance?
- Are event permits required?
- Is there a rain or fall back contingency available?
- Does the venue require you to use other contractors, such as beverage or staging?
The following is the biggest mistake that most individuals make when planning their event. After you have decided on the general location for your event and have gathered your list of needs, you should not make a final venue choice!
Use your caterer or event manager like a real estate agent! Most event professionals know most, if not all of the choices available. They can make recommendations that will best fit your event, and save you a lot of time and trouble. Many companies will take you on scouting trips once you have placed a deposit, and scouting will take less time when they have refined your search. Menu, food quality and service are very important factors. You would not want to select a venue that will not allow your caterer onto their property. Most properties will allow any caterer to hold an event, although there are some that will only allow “Their List” of approved contractors on site. This is typically because the contractors have paid “Dues” to get onto the list, or are providing a “Kick-Back” to the venue, or both, which will increase the cost of your event.

Use your Caterer or Event Planner like a Real Estate Agent
There are come venues that have both a “Short List” of contractors and allow others onto their property as well. You will want to determine if there is a difference in price for the two types of customers. These days, venues are vying for customers as rentals are down in our current economy. You will need to see how venues may be willing to work with you to get your business. Do not be afraid to negotiate aggressively and keep your options open until that perfect venue rises to the top!
Don’t bundle your food and beverage with hotel rentals. Hotels are actively seeking “Blocks” of business and will offer substantial discounts to get it. It is a pure shell game to complicate the financial arrangements by bundling food and beverage minimums that will eventually affect your lodging rates. Lock in your room rates before mentioning that you will need any food or beverage services. Negotiate aggressively to get the lowest rate, and then see how far they will go down when adding the culinary components. Don’t forget the other side of the equation and be sure to compare hotel food prices with off-site catering prices. You will typically find that off-site catering is more competitive, because the facility is pricing for the convenience factor! Off-site caterers compete aggressively for your business and they will be more willing to work with your budget. You will also want to see if your hotel will allow outside catering if you will use their meeting space. Again, lock in your price before you mention food and be willing to walk away if you are not treated fairly.
There are always fun off-site locations that will break up your meeting or hotel stay that is walking distance from your primary location. Another example would be with meetings held at convention centers, as in San Diego, there are hundreds of great venues just blocks from the convention center that make for a great diversion and substantial savings.
Hotels seem to be a good choice at first look, because they can handle the lodging, transportation and culinary issues all together. Hotels are like airports. Have you ever noticed that the price of things seem to increase when you pay for convenience or have few choices? Do not be afraid to break things up! You will typically find that the savings will exceed any transportation costs which are nominal when divided by the number of guests, even better, find that perfect location that is near your main meeting. The best of both worlds will be found by using a professional that knows the area, venues, attributes, pricing and all of the available options.

Don't get caught up with Hotel Bundles!
Decide on the primary location(s) first and then build around those choices. If you select your hotel first, you will be limited with regard to your event options. Decide what the focus is first, look at the venues and decide on lodging after that. Most people will spend very little time in their rooms, and a good bed and clean bathroom are as common as sand on the beach. Those on a Budget, often turn to their church, synagogue or social organization for hall rental. This is a great option, however, make sure you consider price and catering options carefully as they are often even more expensive in the end.
Once you have narrowed your options, go back to your event itinerary and make sure the selection supports the purpose. I have said this before; make sure that your venue supports your message. A corporate meeting would not go well at Water World, unless it is a company picnic. You should consider the program and structure of your event to make sure the final venue choice support the event’s purpose.
Obtain a durable rental agreement. Most venues are on the up and up, but in these days and times of disappearing and merging businesses, you will want to make sure that you have a lease that would survive the acquisition of the venue, and be immediately refundable upon closure of the venue. There is also business insurance available that would protect you from unexpected changes to your event, especially those that are on the higher price ranges or larger in scale.
Most venues will require renters to provide proof of insurance to make sure they are covered in case of an accident. What happens if one of your guests is injured because of same fault or defect within the venue? Insurance is a two-way street, so make sure that the venue provides you with a certificate of insurance listing you or your company as an additionally insured party.
There are times when an event is designed without a venue. You can literally make your own venue by using tents, compressors, floors all in the middle of a field or other location. I recently designed an event that was held in the middle of a field, and included 30’ indoor palm trees, bathrooms, sound, stage, lighting and a headliner for entrainment. (This business is great fun when you get to meet famous people and media personalities!) Consider what can be done with a hard walled tent on a beach or in some exotic location like a forest or park. The possibilities are limitless, restrained only be imagination and resourcefulness, so consider each with a seasoned professional to get the most entertainment value possible!

Just Imagine!
If you would like free assistance with your event planning, Adrien Isaak would be happy to help! You can contact us at 619-501-4522 or visit our web-site at www.AdrienIsaak.com.