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Heather Jones

Six Reasons Why a Full-Service Event Space is Better for Securing New Business

Event venues can be far more than a pretty place to host an event--here's how.

Planning an event involves many aspects that need to be managed and balanced in order to achieve success on the big day. For event professionals, this is just the way of life--we have learned the tricks of the trade to ensure that every last detail falls into place as it should. Our clients, on the other hand, are not typically well-versed on the ins and outs of coordinating an event, so they look to us to ease the burden through careful, meticulous planning.

Today’s clients are seeking efficiency and convenience in the services they receive, which is why a full-service event space can be the best choice for busy, on-the-go customers. A full-service event space is one that provides a list of vendors who the venue is confident understand the workings of the facility and have had a successful history working with the venue team.

This service is extremely beneficial for the client, but it can also help bring in new business and take your venue to the next level. Let’s explore some of the perks of being a full-service event space:

1. You can use it to draw in new leads.
When prospects are in the early stages of planning an event, they are likely lurking around websites and social media profiles for potential venues and vendors to scope out someone who seems like the right fit. Of course, a business’s online presence isn’t everything, but it is important. Listing that your space is full-service will add value to your brand, while also setting your business apart from competitors. It is well worth the extra edge that you get in marketing the features of your venue.

2. You will make more sales.
Plain and simple: Event clients want simplicity. They understand that they are about to embark on a hectic journey, so any port in that storm will be appreciated. Be upfront about the services that you provide and how your planning process works, highlighting the efforts that you take to make the experience as easy and enjoyable as possible. By assuring clients that they are off the hook for much of the work, they will understand the value of your full-service event space and be much closer to sealing the deal.

3. Your clients will thank you.
Providing a preferred vendors list is a great start to the client relationship, as it shows that you value their time. Researching vendors is one of the most time-consuming and difficult stages for many clients, so it can really help to ease the burden of planning. Booking a venue requires trust, and that trust speaks volumes when you can suggest some vendors for them to use. Since the venue is typically the first thing booked when planning an event, you can truly save them weeks, even months, of valuable time. As you surely know, every second counts when there is an event day on the horizon.

4. You will be their No. 1 resource.
When you can provide full-service accommodations to clients, they will begin to look to you as their go-to resource for questions and advice. They will realize that you are highly knowledgeable not just about your venue, but about the industry at large. This can be used to your advantage, as you can shut down potential challenges early on in the process and provide better solutions upfront. They will also look to you for design inspiration, which you can easily cull from countless past events.

5. It will save you time (and headaches).
Full-service venue teams can rest easy knowing that they will be working with vendors that are familiar with the property and have earned their trust. There is far less hand-holding needed from the venue, so you will not need to explain as much or give the whole introductory spiel. Plus, you can limit those tricky situations where a client wants to bring in a 12-piece band that is far too large for the space or a lighting system that requires more power than you are able to accommodate. You know better than anyone what works within the parameters of your venue, so keep it within reason and stick to what you know.

6. It is a great way to nurture your network.
It’s no secret that vendor relationships are the foundation of a sustainable event business, so this is an excellent opportunity to promote the vendors that you love working with and spread the love. Your creative partners will be greatly appreciative of the gesture and will likely return the favor with new referrals.

When it comes down to it, we are all in the events industry for one major reason: to meet our clients’ needs and provide them with the ultimate experience. If you are able to deliver more than you are currently offering, it might be time to reconsider your processes to determine how you can truly elevate the client experience.

Heather Jones is the catering sales director for Wente Vineyards, a family-owned property in Livermore, Calif., that is home to a winery and vineyards, a golf course, restaurant, and a range of unique facilities for hosting weddings and special events.

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