When it comes to planning a corporate event, there is a lot to think about, but it all boils down to one question. Should the priority be a central, impressive location or the venue’s capabilities and features?
“We know that for some events, it’s all about the postcode. A good location can be essential for some events but in my opinion, I think the venue itself wins every time,” says Jess Robin, Senior Corporate Account Manager at VenueScanner. “As long as people can get there on public transport without too much worry, meeting with the team in great and meaningful spaces with solid tech makes the event a success every time. It is so important to get a package and an atmosphere that actually fits the event!”
The answer you land on can shape everything from your event’s productivity and brand image to how happy your attendees are, and ultimately, your ROI.
So, how do you pick? We’re here to help. We’ll share the pros and cons of both situations and how to make the right decision for your event goals.
Location, location, location. Arguably one of the most important decisions you can make is where to host your corporate event. There are a few things to add to your checklist when you’re picking a location for it. We’ve rounded up a few to include in yours.
One of the biggest factors in choosing a venue is how easy it is for people to actually attend. Think about your audience: are they flying in from different cities, coming from across town, or walking over from your head office? A venue that’s close to major transport links like airports, train stations, and motorways will most likely have a higher attendance rate because it’s easy to get there.
And don’t forget about your key people. Your leadership team, speakers, or VIP guests likely have packed schedules. Picking a venue that’s convenient for them helps keep your event running on time. Whether it’s a quick car ride or a short walk from their offices, making life easier for your key stakeholders can go a long way in setting the tone for your event.
You don’t want to pick a venue that doesn’t work for your brand based on convenience. In fact, choosing a venue in the middle of nowhere because it could save you some money may not actually be helpful in the long run if it’s completely off brand. On the flip side, if your brand is a cool start up, picking a corporate conference venue because it’s in a good spot probably won’t work for you either.
Location is part of your brand story. Whether it’s a cool city venue, an iconic landmark, or a creative space tucked away in a vibrant neighbourhood, where you choose to host your event should reflect who you are as a business and what you stand for.
If your event is taking place over more than one day or people are attending from out of town, you’ll want to make sure that there are hotels, dining, and even entertainment nearby. Multi-day events often have evening events that take place at other venues, so if you’re close by to a good selection, it will make all the difference.
When you’re planning an event there are certain features that are non-negotiable. Everyone will have a different list ranging from tech, flexible spaces, to onsite catering options, depending on the type of event. Some venues may offer exactly what you need while others might have the bare minimum so make sure you know what you’re willing to compromise on.
If you’re hosting a conference or meeting you will definitely need fast wi-fi and a screen at the minimum. Make sure you speak with the venue to see what they can offer. If you’re hosting a large scale event, check if there is an AV setup and team to assist you on the day.
When picking a space it’s important to think about the purpose of your event. Some venues can switch up their layouts, while others are fixed. Find out if the venue can accommodate breakouts, networking, or exhibitions. See if you can change up the seating arrangement. Make sure the venue can work for you.
Putting together an event is a lot of work and that includes running it on the day. Some venues have event managers, tech teams, and in-house catering. Some have lists of preferred suppliers. Every venue will offer something different so find out ahead of time what’s offered. Knowing what you have available to you could also save when it comes to hidden costs.
What are the amenities that are super important to you? Is it in-house catering? Do you need parking? Will you need security for your event? Are you hoping to add branding to the venue? Think about what you really need and decide if those amenities will add value to your event.
Event goals really matter when it comes to deciding whether or not the location or what it has to offer is more important. Is the focus training, collaboration, product launch, or networking?
Each one of these event types will need a different approach and type of venue. The next thing you’ll think about is whether your attendees are local or international. If most of them are located in London, you’ll probably want a venue in London, whereas if people are located across the country or even Europe, you can probably choose a more interesting location.
Finally, what does your budget look like? Sometimes better amenities can offset travel costs or vice versa – think about where you want to spend most of your budget.
Here are some questions to consider when thinking about your venue:
There’s no right or wrong answer when it comes to choosing between a great location or a venue packed with features, it really depends on what matters most to your event. For some, being in a central, easy-to-reach spot will make all the difference. For others, it’s the venue’s tech, support, and flexibility that really count.
The best approach? Think about your goals, your attendees, and your budget. Weigh up what’s going to have the biggest impact, whether that’s convenience, experience, or capability, and go from there.
No matter what you decide, making a thoughtful, strategic choice will set your event up for success. And if you’re still not sure which way to go, we’re here to help you figure it out.
Need help finding a venue for your next corporate event?
Get in touch with our VenueScanner for Business Team!