One Way Event Productions

5 Tips for Picking the Best Venue for Pop-Up Events

trailer for a pop up event

The pop-up retail shop is more than just a fad; it’s become an important marketing strategy for countless companies that want to extend their brand presence, introduce new products, or display seasonal items in a convenient manner. Today, pop-ups are estimated to be a $50 billion industry.
One of the reasons customers are attracted to pop-ups is the FOMO factor (Fear Of Missing Out). Customers know that pop-ups are temporary, so they want to check them out before it’s too late (want to know how to find the best pop-up events in NYC? Check out our story here). So, to make an impact and create a pop-up event that customers will want to visit, it’s important for pop-up event planners to choose the best venue. As with many things in marketing, it’s often all about location, location, location!

Five Popular Pop-Up Venues in NYC: Pros and Cons

1. Indoor/Outdoor Kiosks and Booths

These type of pop-ups have become a staple in the industry and often make the best pop-up events; you can often find kiosks or booths in high-traffic areas in shopping centers or local markets. There are also many outdoor or “open-air” venues, usually at a seasonal event, which date back to the temporary Christmas festivals held in medieval Germany.
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2. Store-Within-a-Store

Many retailers have unused floor space, which equals a lost opportunity to make money. Forward-thinking retailers are often willing to rent out space to temporary pop-ups for a small percentage of the returns. Some of them collaborate with a permanent fixture (i.e., Starbucks within a Target) but others prefer to rotate the space to stay on the cutting edge.
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3. Vacant Retail Space

Just about every October, pop-up events settle into a vacant retail space for the month, aiming to take advantage of Halloween shoppers. However, this strategy can work year-round for many pop-up event planners. The owner of the location is sitting on unused real estate, so this provides them with some income and provides pop-ups with an actual store—talk about a win/win.
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4. Truck or Trailer

Following in the footsteps of food truck entrepreneurs (a business in itself that’s estimated to have reached $2.7 billion in revenue in 2017), some pop-up events operate out of a motorized vehicle or trailer. A pop-up event planner may choose to purchase a vehicle if they plan to do many pop-up events over the years, or can rent one from a business such as RMNG. This company helps pop-up event planners accomplish their goals, regardless of whether it’s a food-based business.
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5. General Pop-up Space

A number of pop-up shop locations are available in well-kept street-level retail spots. These gallery spaces are rented by a landlord with the intention of simply hosting pop-ups. Their renters come and go all the time, renting the space weekly or monthly.
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Pop-up events are here to stay, and today’s savviest brands are leading the charge (and reaping the rewards). Of course, making a splash with your pop-up is also important, so having great audio and visual can also make your event stand out. If you’re considering pop-up event venues in NYC of any kind, contact the experts at One Way Event Productions. We’ve worked with countless companies and event planners to make pop-ups that truly pop.

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