The location changes everything when it comes to event planning.
Talk to any realtor (or any normal person quoting a realtor) and you’re bound to hear the phrase, “Location, location, location.” Why? Because it makes a difference – especially in event planning. The location sets a tone, affects outreach and visibility, and determines overall accessibility and appeal.
When the sky’s the limit, you ask, “Where should this event take place?” You dream a minute and are suddenly transported to a nice sandy beach before you remember your event’s in Chicago in the middle of January.
It’s important to dream big and start a creative brainstorm, but also to stay grounded in some of the limitations and intentions behind your event. When it comes to location scouting, these are our top considerations:
There’s no sense getting your heart set on a place if it isn’t available how or when you need it. Is the maximum capacity there smaller than your projected attendance? Are there enough rooms that suit your needs? Is it perfect but you’d need to change your date?
More likely than not, you’re working on a budget, maybe even a tight one. What is the cost of all of the possible locations under consideration? Will the cost put too big of a dent in your budget? Is there room in the budget to cut down on costs in another area so more funds can be available for the location? Or, will the location provide food, security or some other segment of your budget that you had allocated elsewhere?
Is this an area with high visibility? Or a location that is highly desired? Does it carry a “wow factor” that may draw more people? If not, think of how can you address that or add to its appeal. Consider whether this location will expand your reach so that more people are aware and interested in your event. Perhaps most importantly, decide whether this location will align with the goals of your organization.
You may have others who have skin in the game here and therefore a few thoughts on where the event should be held. Be open to suggestions, but also be willing to make an ask. Sometimes business can obtain a sponsorship designation by way of providing the location and features for the event. Not only does that help you in finding a venue, but it broadens their reach in the community as well.
Consider the drive time (as well as public transportation and/or walkability) it takes to get to the event for your target audience. Will a faraway destination provide appeal or deter people from coming? What other local businesses and amenities are nearby? This goes for both the people attending the event and the people volunteering at it.
What kind of impact will a certain location provide? Will it help the community and boost the local economy or cause traffic in an already busy area? Be cognisant of whether the aesthetics of the location will cause a distraction to attendees or be a source of inspiration. Think about the positive and negative impact the event location will have on attendees, volunteers, staff, and the local community.
While we all have certain ideals and deal breakers, you may have to compromise on some things. Know where you can and should be flexible with your expectations. Prioritize these different elements as best you can to find a location that will be the best fit for your event.
*No control over the location? Sometimes you have say in where your event takes place and sometimes you don’t. But even if the streets for your run are already approved or the conference rooms are already booked–you do still have a lot of control over the location of where your welcome desk is, where the volunteers check in, and what the flow of your event consists of. Be sure to make a new map to reflect the changes so everyone knows where to go. Maybe you’re stuck in the same location as you’ve always been, but there’s a way to be more efficient or effective with the setup of the route, the food, or the volunteer stations.