5 things to consider before booking your next unique venue

Designing the event according to the audience profile is key to success. Aligning expectations is a good start when considering a unique venue for your next event.

• Operating hours. Unique venues do not operate 24/7 like hotels. For venues like galleries and museums, events could only be possible outside exhibiting hours unless they are held at dedicated event spaces.
• Accessibility. Knowing the location well and how it will impact the sense of arrival for your event is key. Some unique venues may not be a stand-alone building and signage may be poorer compared to a hotel brand hung on the top of their building. For example, if the guests are used to having hotel entrance as a landmark for drop offs, make sure that the invitation provides maps and clear directions on how to get to the unique venue. It is very important to consider loading docks and access points of unique venues especially if they are heritage listed.
• Be imaginative. Like an artist who stares at a blank canvas, event planners and owners should have an active imagination as some unique venues are literally a blank space especially on non-event days. Using a blank canvas type of events space can also mean that the event should analyse the cost of using stylists, set builders and furniture hire besides trusting the suppliers’ ability to materialise the design vision.
• Theming. As much as it is cost effective to use existing decorations and exhibition themes, event designers should first analyse the suitability of the venues’ theme to the event.
• Brand awareness. Like hidden gems, unique venues are often much smaller operators than some of the large hotel chains; particularly if their core business is not events. These venues may not have sufficient marketing budget to create international awareness like the global hotels. Word of mouth is still the best way of locating these gems. International planners could ask the destination’s event bureau or local destination management agencies for assistance and recommendations when “Googling” gets takes up too much time and sources may be unreliable. Nevertheless, a site inspection is highly recommended to reduce any concerning risk. After all, it is the people who work at these unique venues who can contribute to the success of your event.

Traditionally, venues such as art galleries and museums partner with major events and festivals happening in their respective cities. VIVID Sydney, Enlighten in Canberra and Night Festival in Singapore are some of the region’s famous immersive light installation and projection festivals. Coinciding your events with these festivals will make your programme that much more special and makes planning so much smarter.

Mega incentives could have their corporate colours and branding on one of the installations, a special touch that gives delegates a heightened sense of pride for the company they work for. The greatest effect with leveraging the emotions of festivals is the fact that international visitors get to mingle with locals – a true #golocal experience.

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