Let’s face it, finding a venue and creating long term partnerships with spaces can be one of the hardest parts of event planning. Which space fits your event? Who do you ask for more information? What do you need to secure a deal? And how do you stand out so the venue remembers you?
When it comes to the New York startup community, Andrew Yeung is a name you should know. We sat down with Andrew to discuss how he establishes long-term partnerships that allow him to throw events for 10,000+ people at the best venues in the city.
He started with a quick Google search for the nicest NYC rooftops. Now, he throws monthly events at the CitizenM Bowery Hotel rooftop, as well as some of the hottest nightclubs and lounges in the city. The man definitely figured out a thing or two about booking a venue.
Check out the full episode on Spotify or Youtube to hear Andrew’s origin stories and wild path to success. Keep reading for his best tips to secure an amazing venue for your next event - it takes research, networking, relationship building, and persistence.
Start with the obvious: explore popular or highly-rated venues in the area. Consider using search engines, social media platforms, or browse recent events on POSH to identify potential locations.
Experience other events in your city to get a feel for different venues and observe how they handle events similar to yours. Take notes on the layout, ambiance, and overall experience.
Tailor your search for venues that align with your target audience's preferences and expectations. Consider factors like accessibility, size, and atmosphere - these all contribute to the “user experience” of the venue.
Here are four examples of the many “experience” related questions that we recommend you ask yourself:
Identify venues that provide necessary amenities, such as Wi-Fi, A/V equipment, and catering options. There’s nothing worse than hosting an event where guests are hangry because you didn’t serve enough food or are unable to call an Uber when they need to head home because their cell service was poor.
The easiest way to meet venue owners, managers, and other event organizers is to meet them where they’re at. Have a rooftop you want to host at? Start frequenting there. Have a restaurant you want to host a networking dinner at? Try eating there this week and ask for the manager. Going directly to them and exchanging contact information provides a great way to follow up and nurture these relationships!
Be patient. It took Andrew two-and-a-half years to foster the relationship with CitizenM. But it paid off. Keep in mind, CitizenM is a top-tier venue in the heart of Manhattan. Don’t be afraid to start small. It may only take a few weeks or months to build a similar type of rapport at a local cocktail lounge near your apartment. Start building those relationships.
Follow and interact with venues and event professionals on social media platforms like LinkedIn, Twitter, and Instagram. The community on POSH’s socials is a great place to start making these connections.
Don’t be afraid to move IRL connections to social media. For instance, if you go to a networking event, ask for the host and introduce yourself. Try doing a quick hello and be sure to thank them for organizing and for the invitation. Make sure to grab their social handles and follow up with them after the event. Here you can open the door for questions, collaborations, and new relationships!
Ask your network for venue recommendations and introductions to key contacts. People are often happy to share where their favorite networking event took place or who the best organizers are in your city. Keep a list of these referrals and make those connections.
It may sound obvious, but gratitude goes a long way in the event space. While you’re at an event, make sure to recognize the staff's work and efforts, and be courteous and respectful during all interactions. You’d be surprised with how a bit of kindness and appreciation helps you stand out.
Frequent your desired venue on a weekly basis, get to know the staff, and demonstrate your commitment to their success. You should strive to be on a first name basis, and bonus points if you get to a point where you can go to the bar and order “the usual.”
Engage in small talk and find common ground with venue staff and management to foster a sense of camaraderie. Not sure where to start? Try asking about their time in the city, their pets, or their favorite places around. But keep in mind, building a natural relationship is key!
When it’s time to shoot your shot, reach out over email and describe the demographics and purchasing power of your target audience. Be sure to emphasize how your event can attract valuable clientele to the venue.
For example, if you host an event for 500 startup founders to network, make sure to highlight that:
Organic coverage is valuable for a venue, so make sure to include marketing plans in your pitch. Ideas of what to include:
Outline your event's goals, format, and schedule, and explain how the venue's unique features will contribute to its success. The more detailed you can be, the better. The venue owners will appreciate working with a host who pays attention to the small details, plus it will show you are prepared.
Be open to negotiating terms and conditions, and consider offering a trial run or shorter contract to demonstrate your event's value before committing to a long-term agreement.
Research the venue's business goals and pain points, and address these concerns in your proposal. If it’s a new venue, they likely care more about “spreading the word”, so offering them a lot of exposure is key. If it’s a well established venue, they’ll care more about revenue potential in the immediate and long term. Make sure the right goals and objectives are articulated.
Develop a clear understanding of your budget and event requirements before entering negotiations. If your goals are to break-even or to profit, make sure you budget all of your financials ahead of time so that there are no surprises and disappointing outcomes.
Propose a mutually beneficial arrangement, such as a revenue-sharing agreement or a discounted rental fee in exchange for increased publicity or repeat bookings.
Keep lines of communication open throughout the negotiation process, and be prepared to adjust your proposal as needed. Remember, your goal is to establish a long-term partnership which takes trust and time!
By following these in-depth tips and learning from successful event organizers like Andrew Yeung, you'll be well-equipped to find an amazing venue, craft the perfect deal, and create a thriving event series that elevates your business and personal brand.
