There’s no question that technology plays a pivotal role in venue sourcing. It enables agencies to search vast lists of venues, compare facilities, review images, and access important data all in one place.

For efficiency and speed, these tools are indispensable. They help streamline the research process, ensuring that clients have access to a variety of suitable venues at their fingertips. Systems also serve to ensure visibility and for bookers to remain in control should they prefer to manage their activity through technology.  

However, technology alone cannot tell the full story. Every venue has its own nuances, strengths, and unique attributes that aren’t always captured in a digital listing. The true magic happens when venue finding agencies combine their technical tools with in-depth product knowledge and personal experience.

Richard Kenyon, Director of Key Accounts shares his thoughts on the importance of the personal touch…

Understanding the client's vision and objectives

One of the most crucial aspects of finding the right venue is understanding the client’s objectives. This goes beyond simply matching avenue to the logistical requirements of the event, such as size, location, and amenities.

It’s about grasping the vision behind the event—whether it’s ahigh-energy sales kick-off meeting, an intimate executive retreat, or a brand-immersive product launch. Pressing questions include the need to identify the objectives and what the client like to achieve from holding the face to face event?

Never be afraid to pick up the phone to discuss these details with your client. Engagement goes a long way to building relationships and trust, as well as understanding your client.  An initial call can reveal key insights about the event’s goals, the audience, and the desired atmosphere that can significantly influence the venue selection process.

These are elements that might not be captured in an email brief, but a conversation can un earth them and ensure that every recommendation is aligned with the client's needs. Overall to be authentic, provide assurance and to deliver on promises.  

Personal touch at every stage

Personal touch should be a priority at every stage of the venue sourcing process:

1. Initial consultation: Establish a direct line of communication with your client from the outset. Understanding their vision and objectives will guide the entire process. Ask the right questions and listen carefully to their responses, ensuring that the venues you propose are genuinely aligned with their expectations.
2. Venue selection: Use your product knowledge to offer venues that go beyond what a search engine might suggest. Having first-hand knowledge of a venue's ambiance, service quality, and hidden features can make all the difference. It’s this expertise that allows you to make tailored recommendations that clients can’t find on their own.
3. Negotiation: When it comes to negotiations, personal relationships matter. Agencies that take the time to build rapport with venues often have more leverage during contract negotiations. It’s not just about getting the best price, but also securing added value, flexible terms, and customised packages that can elevate the client’s event experience. Negotiation doesn’t always have to be on price either and there are other ‘currencies’ that can be negotiated to provide additional value such as more favourable contract terms and reduced minimum numbers to help mitigate risk.
4. Contract and logistics: At the contract stage, personal touch continues to play a role. Ensuring that every detail aligns with the client’s requirements, and that there are no hidden surprises, requires diligence. By picking up the phone and directly engaging with venue representatives, you can resolve any ambiguities, making sure that the contract is clear and fair for all parties.
5. Post-event follow-up: The personal touch shouldn’t end when the event is over. Following up with both the client and the venue is essential. Pick up the phone to ask your client how everything went, gather feedback, and ensure that they were satisfied. This not only strengthens your relationship with the client but also allows you to provide valuable feedback to the venue, contributing to an ongoing partnership that benefits everyone. Critically is there anything else on your desk that we can help with, or indeed any colleagues that might benefit from our support?

While technology has revolutionised the way we find venues, it’s the personal touch that ensures clients get the perfect match for their event. Knowing the complex details of venues, building relationships with clients and venues, and maintaining open lines of communication at every stage are key to creating memorable events that meet objectives.

Never underestimate the value of picking up the phone and connecting with people—it’s what turns a good event great.

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