Unconventional Spaces To Make For Memorable Event Venues

While many attendees are thrilled to be heading out to in-person events again, before you know it, they’ll also be sick to death of the same-old stuff. Conventional venues are still appropriate for certain types of events, but if you don’t want to bore your guests, thinking outside the box is the name of the game.

When choosing the venue for your next event, remember that it’s not just a place where people gather to hear speakers or enjoy a cocktail hour. The event venue is a major part of the overall experience. Choose a predictable and boring venue, and there’s a very good chance your event will be… predictable and boring.

Imagine what could happen if you broke the mold and tried something new! Choosing an unconventional and unexpected venue will allow you to influence how your audience feels, encourage creative thinking, create a buzz, and spark exciting new conversations.

Are you ready to make a splash? Here’s a look at how to make non-traditional event venues work for you.

3 Rules for Choosing Unusual Event Venues

Sadly, you can’t just plop your next event out on a rural piece of farmland and expect it to be an instant success. However, if you follow these three simple rules, you’ll be well on your way to creating an event that’s both exciting and totally buzz-worthy.

1. Choose the Right Vibe for Your Brand

Unconventional event spaces are all around us – but choosing your venue is not just about finding a cool space. You also need to make sure the character of the space matches the brand’s voice and signature style.

For example, a brand breaking into the luxury market is far more suited to an event held in a mansion than one that’s out in the woods. When choosing venues, always consider what the space says about the event itself and the overall brand message.

2. Maximize the “Wow” Factor

Nobody goes home from an event and brags about the meeting room or convention center. If you want to create a buzz, make sure the venue makes an amazing first impression. Start setting the mood before attendees even walk in the front door. Look for spaces with impressive exteriors or extend an indoor venue outside. Use this space to create an experience and build anticipation. Live actors, outdoor welcome drinks, and grand entrances can all help get attendees pumped for the amazing event they’re about to experience.

It’s often even easier to make a bold first impression with outdoor spaces. They provide more opportunities to create a “Wow” factor and greater options for customization. Just remember that if you choose an outdoor venue, you’ll have to keep a sharp eye on the weather and have a “Plan B” in place.

3. Never Sacrifice Quality

You may think you’ve found your dream venue – but if the space can’t handle the logistics of your event, the dream can quickly turn into a nightmare. Many non-conventional spaces are sparse on amenities. Make sure you never sacrifice the quality of your event for the “coolness” of the space.

At a bare minimum, make sure you have sufficient power sources, good reception, and Wi-Fi capabilities. Not only will you need this for your speakers and entertainment, but you’ll also want to make sure guests can freely share photos and videos of your Instagram-worthy venue. 

It’s also critical to make sure the venue is large enough to comfortably hold all your attendees and that the bathroom situation is on-point. Check the seating capabilities, make sure all your technology will work in the space, and be sure the location is easily accessible to your guests.

If you’re thinking of using a venue where an event like yours has never been held before, give yourself enough time to assess the space, work out the logistics, and create backup plans.

Exciting Venues to Consider

Attendees are craving something different and want to attend events in places they haven’t seen before. One important key to choosing an unconventional event venue is to make sure it’s not designed specifically for events. 

Not quite sure where to start? These ideas are sure to spark your imagination.

Rural/Agricultural Locations

Farmland offers plenty of space to get creative, and a clean barn can be the perfect venue for a “shabby-chic” event. This is also a great option for brands that want to promote an eco-friendly image.  

When planning an event in a rural space, be sure to stay consistent with the theme. This is a good time to skip the upscale caterer and choose a local establishment instead.

Rooftops

The incredible view makes rooftop spaces an excellent option for many different types of events, including corporate events and pop-up dinners. During the day, guests can enjoy the picturesque view of the skyline and the streets below. Schedule an evening event to give guests the opportunity to experience an incredible sunset followed by the picture-perfect view of the city lights.

Experiential Event Venues

Planning an event at a location people already want to see creates a built-in sense of anticipation.  Some options to consider include botanical gardens, zoos, art galleries, museums, racetracks, or amusement parks. Not only are these spaces really cool on their own, but the event gives guests the chance to experience the space in a new and different way.

Architectural Spaces

Holding events in architectural spaces gives you a major opportunity to capitalize on the “Wow” factor. Some options include a train station, airplane hangar, or a warehouse. The sheer amount of space also gives you a ton of flexibility for decoration and design.

Parking Lots & Garages

When looking for a large outdoor space to hold your event, a parking lot gives you almost unlimited options. You can add tents for cover, place a band or stage in the middle, and use a circle of food trucks to define the space.

Of course, this won’t be appropriate for all types of events. To create an experience that feels a bit more upscale while still having an urban vibe, use all the same ideas but put them on the top floor of a parking garage.

Cutting-Edge Tools for Your Next Event

Moving events out of ballrooms and into fun and exciting locations requires planners and organizers to perform at their very best. No matter what venue you choose, eShow’s comprehensive suite of solutions will help you pull it off without a hitch.

Our experts are happy to help you explore your options and build a custom package for your needs. Contact us today to schedule a live personalized demo.

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Delight Your Audience With a Multi-Sensory Event

As a tike, did you own a book that had (in addition to brightly colored images) little patches of wool-like fabric incorporated into the animal images, images that you could scratch and sniff, and buttons that made squeak or chime sounds when pressed?  If so, the author/publisher of that book was on to something.  They knew that if you used your senses of touch, smell, and sound in addition to your sense of sight, you would enjoy reading that book more than a book with only words and pictures. They offered you a multi-sensory experience. 

Children aren’t the only ones who find multi-sensory experiences more enjoyable. Adults (consumers) also appreciate them, and brands would be wise to keep this in mind when planning marketing campaigns and trade shows. As your clients, these brands will rely on you, the event manager, to ensure attendees have the most pleasurable experience possible. Therefore, the more senses your attendees can engage during your events; the more positive and memorable their experience will be.  Your objective should be to design your events in emotion- and thought-provoking way.  

1.  Benefits of Multi-Sensory Events

Not only do our senses affect mood and influence activity, but it’s a scientific fact that the senses of smell, sight, and sound tend to store memories in the brain when engaged. This means that the likelihood of attendees thinking about your event in the future increases if you incorporate elements that tap into one or more of these senses.  And, of course, you want them to remember your event and your brand message, and that’s the reason you’re holding the event in the first place.

Here’s how you can create a multi-sensory experience and increase engagement at your events:

 2.  How to Host a Multi-Sensory Event

Depending on your budget, there are two ways to create a multi-sensory experience for your event attendees. If you’re working with a limited budget (or don’t want to overstimulate attendees), you can create focal points by adding small elements of sensory interest to your event. If done right, these small moments of delight can make a significant impact. Think stimulating fragrances, stunning table décor, and upbeat music between speakers.

If your budget is less constrained, you may want to immerse your attendees in a multi-sensory experience fully. Attendees will use multiple senses throughout the event, not just at focal points. This approach provides a more significant impact on memory and will engage attendees on a much larger scale. They’re more likely to remember and share details of the event for years to come. If you’re considering this approach, take a page from Essence and Toyota’s playbook.

3.  Essence & Toyota Show How It’s Done

In December 2017, ESSENCE magazine partnered with Toyota to create #SensoryWonderland, a multi-sensory event that celebrated Afrofuturism while simultaneously generating buzz for the new 2018 Toyota Camry. The event brought attention to Toyota’s Sensations campaign, which focused on drivers’ emotions and sensations when driving.

The event offered six spaces that represented buzzwords from the campaign and was designed to stimulate multiple senses: Lust, Hunger, Throb, Boom, Pulse, and Drool. Afrofuturistic imagery from the magazine was placed throughout the event, as well as performers that fit the concept.

In the Lust space, attendees were instructed to feel around the velvet-draped environment with their hands.  The Drool room offered a virtual reality experience from inside the new Camry, and the Pulse room contained a representation of the inside of a car engine that revved at full speed. In each room, there was a placard that described the experience that attendees could expect to have.

Toyota aimed to show that they valued multicultural consumers and, along with Essence (a publication with a predominantly African American readership), created a multi-sensory experience that did just that.

4.  Know Your Audience

In addition to your working budget, your decision to either implement the focal point approach or fully immerse attendees in a multi-sensory experience should depend on their needs and interests. Will they respond to an immersive, multi-sensory approach, or would they prefer something more sedate.  Are you catering to a younger demographic who are used to lively, trendy events?  If yes, they would likely appreciate the fully immersed approach. If your demographic is older and prefers more calm experiences, engage their senses on a smaller scale. Here’s where doing your research and knowing your audience pays off.

Final Thoughts

In the world of corporate events, there’s a growing trend toward full-scale immersive experiences, and audiences have come to expect that.  If you’re not meeting those expectations, you’re likely to receive less than favorable feedback and see a decrease in registrations for future events.

But, creating an event with high production quality can be challenging. Among the most common reasons for event managers to forgo making immersive, multi-sensory events are the lack of budget and time. Although an immersive experience may require a heftier budget, budget constraints shouldn’t stop you from giving your attendees what they’re looking for. 

If you’re working with a smaller budget, take the focal point approach and pepper small points of interest throughout the event. If (after doing your research) you find that your audience would prefer an experience that tantalizes the senses but your budget can’t keep up, consider sponsorship. Companies with interests and a target market similar to yours may welcome the opportunity to help cover the costs of your multi-sensory production in exchange for promotion.

However you decide to engage your audience’s senses, you’ll need a partner to help you deliver a memorable experience.  Make your role as an event manager easier by partnering with eShow. We keep our finger on the pulse of the event industry and offer clients creative and innovative ways to bring their ideas to fruition – all within budget. With our fully comprehensive event platform, we can help you not only delight your audience through multi-sensory events but also manage all aspects of your event, from vendor management to data collection and analysis.

Contact us today for a no-obligation demo.

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