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When an event planner wants to attract attendees, they’ll typically think about logistical issues. For example, is the venue close to a significant airport, or does it have sufficient space and an “all in one” element to make movement easier? Yet times are changing, and it’s not enough to design an event this way anymore. Attendees are a lot more particular and will often buy with their heart as well as their head. So, if you want your next event to be a resounding success, why do you need to tap into some intellectual capital and make sure that your venue has the correct attributes?

Dealing with Convention

It’s no surprise that the key destination cities around the country have spent a fortune to develop sprawling convention centers. As just one example, Orlando’s Orange County Convention Centre covers 7 million ft.² and brings more than 200 events per year to this Central Florida city. In response, many event planners make a beeline for this type of facility as it will often have every base imaginable covered. Large hotels will stand nearby, and there are so many options for event configuration, there is little need to go elsewhere.

While nobody denies that the OCCC is a fantastic facility, you could argue that it represents “more of the same.” Attendees may get a sense of déjà vu as they progress through the event, and they may wonder if they are getting as much out of their investment as they could.

Off the Beaten Track

Maybe it is time to transition away from the conventional convention center and towards something more off the beaten track. Planners can look for facilities that may offer unusual facilities or a link to untapped resources. They may connect with local thought leaders or prominent individuals who can offer new experiences or education. In so doing, a planner will engage the intellectual resources of the venue or host city instead, and this may make the event far more appealing to the prospect attendee. The American Society of Association Executives suggest that Canada could be a source of meaningful, content-rich events for just such a purpose.

Remember, event space should not be simply a place to mingle or listen to somebody talking on a distant stage. It needn’t be a place where attendees feast on a menu designed by the hotel staff in a somewhat nondescript room. Instead, the venue could be an integral part of the experience, and this gives an enterprising planner a lot more scope for innovation.

Need to Be Flexible

For an event to be successful, everything starts at the planning stage. Potential attendees will look very carefully at any event agenda before deciding to attend, especially in the current landscape. These people are very conscious of safety and security and, if anything, even more entrenched in their ideas, feelings, and emotions. They’re not likely to be impressed by a venue or agenda that appears repetitive but may find something unconventional quite attractive instead.

Of course, a planner cannot throw all the rules out of the window and will need to consider accessibility, timing, and other fundamental logistical needs. After that, however, they should put all their previous experience to one side and start with a clean sheet of paper.

Searching Before You Build

To begin building the event’s intellectual capital, think about an unusual location with a special appeal. Look for a venue that is aesthetically pleasing and allows you to tap into local resources and provide some additional color. Business leaders, visionaries, scholars, or artisans could all contribute to the event in one way or the other, from an educational, artistic or support point of view. 

You could make this a core part of the event itself or weave some of these elements into breakouts, meals or closing functions. Your attendees will be impressed and far more likely to commit if they can see that you’re trying to do something different. They’ll feel that it is worth their time and, crucially, help you avoid their tendency to stay at home in this post-pandemic world.

Getting Started

But where do you start, especially if you’re working on a repeat event with its own proven agenda?

  1. Researching. Begin by looking at your attendee avatar. Send out some questionnaires and see if you can learn more about your potential attendee over and above their specific event profile. In so doing, you may decide that it would be better to relocate your events to a different city altogether. You might choose a location that is known for its food culture, vibrancy, or Bohemian nature, such as Portland, OR.
  2. Networking. Next, talk with the local convention and visitor’s bureau or other business support network in the town or city. See if they can give you some introductions to local leaders who could contribute to your event’s success. They may suggest an unusual venue that could meet your size requirements, so you can begin the negotiation process.
  3. Scheduling. You may have to be creative when it comes to scheduling. If you want to stage your event at a non-traditional venue, then you may have to work with their timing restrictions. If you’re bringing in scholars from a local university, then be aware of the end of term dates when they might not be around. Try to fit in with existing requirements that do not conflict with other obligations.
  4. Synchronizing. You will also have to convince your potential partners that your goals are aligned with theirs. This may be particularly important in environmentally conscious Portland, as you may need to work hard on your event’s carbon footprint. Ensure that your event objectives are clear and that they align with the goals and aspirations of your potential intellectual partners.

Worth the Effort

This may involve a lot of work at the planning stage, but it will be worthwhile. It may give your event an additional dimension and add a lot of color to your marketing mix. It may help you to move away from the predictable to the unusual – and enthuse your potential attendees.

Partners at Your Side

Of course, you will still need help when it comes to designing, planning, and executing and should work with an established pattern. eShow can take the strain while you redesign your package and bring a support package to help you manage the entire ecosystem of your event. Talk with eShow today to request a demo.

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.