Now more than ever, people are looking for more from their live events. From interesting activations to powerful storytelling, attendees aren’t just looking to attend sessions. What they want is an experience.
One incredible, but often overlooked, tool for building that experience is where the event happens. As you weigh the needs and goals of your event against important logistics like location, budget, and availability, not to mention the sheer number and types of venues New York City has to offer, it can be hard to determine what venue will be the perfect fit for your event.
Keep reading to learn more about how you can determine what event venue will give you and your attendees the best experience possible.
The Basics.
Does it pass the vibe check?
We won’t try to pretend that the overall look and feel of an event space doesn’t matter. In fact, we’d argue it’s a huge deal! There’s a reason event teams love using unique venues despite the logistical challenges they often have – there’s just something cool about them.
The vibe of the venue is the very first thing that will set the tone for your event and it will leave a lasting impression, so you should make sure it’s the right one.
Capacity.
Simply put, is the venue the right size to accommodate the number of attendees you’re anticipating? If not, you can automatically cross it off your list. Just keep in mind that the listed capacity may not account for a stage set up, front of house table, backstage technicians, or equipment. It also may be referencing one specific seating arrangement. Ask clarifying questions to make sure you understand how many people would realistically fit in the room during your event – not just how many people technically could.
Functionality.
You’ve confirmed that the venue can fit all of your attendees. Now it’s time to make sure the space will function in a way that makes sense for your event.
Does the venue have enough rooms to accommodate simultaneous breakouts or workshops? Are those rooms configured in a way that makes sense for the breakouts, or will there be any noise concerns based on their proximity?
It’s also important to pay attention to how the venue functions outside of the meeting rooms. Think about how attendees will transition from one session to the next, if the hallways are wide enough to fit the number of attendees, and if the layout of the venue drives foot traffic to important spaces. A well-designed layout facilitates the flow of your event, so it’s important to consider how attendees will move through the venue, as well as what the meeting rooms look like.
Exhibition space.
If your event has a trade show, one of your top priorities should be making sure the venue has a large enough space to accommodate the number of booths and attendees you’re anticipating. This is about more than square footage – a good exhibition space should be consolidated into one, high-traffic area that attendees can easily find or will naturally pass through during the event.
Travel and accommodations.
Potential out of town attendees will be much more motivated to attend (and have a much better experience) if the venue is easy for them to get to and they have easy access to hotels. This could mean using a venue within a hotel, but it doesn’t have to! Look for venues that have one (or, ideally, multiple) hotels within walking distance.
Location.
Think about local attendees and how they’ll get to the event. Is the venue you’re considering near public transportation? If not, local attendees will likely need to drive. Is parking readily available either through the venue or in the area?
If the venue is difficult to get to or attendees and presenters may have to spend a lot of money or time securing parking, the entire event could be thrown off schedule before it begins.
Consider what else is around your venue. Are there restaurants or coffee shops where attendees can connect in smaller groups? For out of town guests, is it nearby tourist attractions or fun experiences they may be interested in? Think about what the entire experience for the duration of the event will look like for attendees – not just what happens within the venue.
Budget.
One of the first questions you’ll probably ask is, “how much does this venue cost?” But if you’re not asking the right follow up questions, you might not uncover all of the hidden fees that take a venue that seems affordable and makes it completely unattainable.
Some venues have a high initial price tag, but the listed price includes all venue expenses you’re likely to incur. Others may seem less expensive, but require the use of in-house AV teams, event planners, or equipment, all of which are billed separately at non-negotiable rates. There’s a good chance these prices will be higher than your preferred vendors, and you’ll have less control over who is staffing and running your event.
Accessibility.
Consider how attendees with mobility concerns will get around the space. Are there ramps and elevators for folks who can’t use the stairs? Can all of the event spaces be easily accessed, or easily made accessible by adding mobility aids? You want to make sure that everybody who is invited to attend or present is able to, so it’s important to make sure the venue can accommodate the needs of all attendees and presenters.
Exclusivity.
If your event will be sharing confidential information, feature a VIP speaker with heightened security procedures, or need privacy for any reason, you’ll want to find a venue that allows for a full buyout, even if your event won’t use every room. If your event is taking place in a hotel, make sure to inquire about full buyouts of guest rooms as well.
Technical capabilities.
If your heart is already set on a certain look or set up, think about what the different event spaces are and whether or not they’ll be able to support your design.
Where are the rigging points in the venue, and do they limit where you can put the stage, screens, or speakers? Will you incur extra costs to make the set up you want feasible? If you don’t want to compromise on your dream stage and design, make sure it’s possible before booking the space.
The Nitty Gritty.
There’s no shortage of venues in New York City, and you’ll undoubtedly find plenty that check most, if not all, of the boxes on your list. So how can you really know if a venue is the right fit for your event? What takes a good venue and elevates it into a great one? Most importantly, what red flags should you be looking out for?
What makes a venue good?
Good venues don’t just tick the boxes and meet the minimum requirements for your event – they have a good reputation. When a space has good recommendations from trusted partners or industry friends, trust that it’s for a reason.
If you see a lot of groups hosting events at a venue, especially if some are repeat customers, it’s because the organizations, event planners, and AV teams who work there have had good experiences.
All in all, the events industry is one that operates extensively on word-of-mouth recommendations, and while there’s no guarantee that you’ll have the same experience as somebody else, their positive reviews are a good indicator of what you can expect.
What makes a venue great?
The venue you’re looking at clearly fits into the “good” category. But what takes a good venue to the next level?
First: location, location, location. New York City is a destination in and of itself, so event venues in great locations are extra appealing to attendees and instantly add to their event experience. It also gives the event planners more flexibility, as there is plenty to do and places to stay nearby.
Spaces with big, open floor plans and lots of natural light in common areas instantly elevate a space. Interesting design elements that are eye-catching enough to wow attendees but not so distracting that they pull focus from the event is another big plus.
Because NYC is a foodie’s paradise, finding a venue with amazing food options, either through an in-house team or in the form of a short preferred caterers list is a must as well.
Of course, the most important factor is the hardest one to quantify, and that’s a great venue team. If you get a great vibe from your contacts at the venue, including the sales team and the meeting planner you’d be working with on your event, trust it! When event professionals really love a venue, it’s not just because of its aesthetic, capabilities, or location – it’s because the venue team is one that they trust, collaborates with them, and it feels like they are on the same team.
What red flags should I be looking out for?
There’s nothing more frustrating than finding a venue you’re excited about and waiting days, if not weeks, to hear back from their sales team with every question you ask. Except, of course, booking a venue and still having to send follow up email after follow up email to get even the most basic information or answers.
Your experience during the sales process is a pretty good indicator of the type of service you can expect to receive while planning your event, so if you’re struggling with a lack of attentiveness before you’ve even signed a contract, just imagine how much more difficult it will be once you have.
Too many limitations on what you can do in the space, what vendors you can bring in, or event design is another red flag. You want to be in control of your event and your budget, and limitations not only give you less flexibility, they often have hidden costs associated with them.
If the venue isn’t being forthcoming or is evasive about any details, make note of it. They should be willing to share exactly what you can and cannot do in the space, what amenities are included, what extra costs there may be, and give clear, direct answers to any questions you have. If you feel like the venue is hiding something, they probably are.
When you visit a venue, pay attention to the finishing touches and the cleanliness. Is it what you would expect, based on the pictures, or are you surprised in a bad way? Things like peeling paint, chipped furniture, lightbulbs with mismatched color temperatures, or surfaces that aren’t dirty but don’t look completely clean, either are easy to hide in pictures, but in-person they make a big difference to the overall atmosphere of the space – and your event.
The biggest red flag, of course, is that nobody is talking about the venue, even if it’s been around for a long time. We said it before, but it’s worth repeating – the events industry runs by word of mouth. If nobody is talking about their experience at a venue, it’s probably because they aren’t raving about it, and if nobody’s heard of a space that seems incredible, it’s because the experience wasn’t.
Selecting an event venue is one of the most important decisions you’ll make on any given event. It impacts everything from the attendee experience to your budget, event design, who will be on your event team, and even who will attend the event. Make sure you understand exactly what you need from a venue, talk to other industry professionals, and trust your gut when you meet the venue’s event team.
When in doubt, it’s never too early to engage trusted industry partners who have worked in a variety of NYC venues. They’ll be able to help pinpoint great venues where they’ve had exceptional experiences that check all of your boxes. They’ll also give honest feedback about venues they’ve had challenges with that have less than stellar reputations.
Want help finding the perfect NYC venue for your next event? Reach out to our team at WhatsUp@onewayep.com or 914.481.2476.