HOW TO make the most OF EVERY EVENT

WHY SHOULD OPERATORS PUT ON EVENTS THROUGHOUT THE YEAR?

Hospitality is evolving and customers are increasingly looking for immersive and engaging experiences. By hosting unique in-house events, you can deviate from your standard offering, create memorable and exciting experiences, and drive additional footfall by giving your customers another opportunity to choose you.

WHAT ARE THE MOST COMMON MISTAKES MADE/ WHAT SHOULD OPERATORS AVOID?

and explains why events are so critical to keep the sector alive.

When planning and hosting events, it’s important to never be rushed –timelines and a clear plan need to be in place in advance to ensure it is a complete success for both the attendees and the operator. Communication amongst all departments is key.

HOW MANY EVENTS SHOULD AN INDIVIDUAL OPERATOR LOOK TO INTRODUCE IN ANY 1 YEAR?

This is dependable on the scale of the business. We have a whole host of gorgeous locations and a varied customer base, therefore we usually aim to run 4 - 6 monthly in-house experiences a year outside of our core offering. This allows us to keep things fresh and interesting. Key diary dates and public holidays when people are looking to celebrate should also be considered when preparing the calendar.

HOW FAR IN ADVANCE SHOULD OPERATORS START PREPARING FOR EVENTS?

Ideally concept, brief and timeline should be agreed 3 months prior to an event. There should a minimum of 8 – 10 weeks of promotional activity pre-event to gain traction for bookings and ticket sales.

HOW DO YOU TAKE YOUR EVENTS TO THE NEXT LEVEL?

Largely through strong collaborations with like-minded partners and brands. Working alongside innovative partners can take your event to the next level and encourage you both to think outside of the box. It allows you to look at the same event from a different standpoint and combine ideas which enables you to create something truly special together!

WHAT ARE THE TOP 5 THINGS TO CONSIDER WHEN ORGANISING AN EVENT AND WHY ARE THEY IMPORTANT?

OFFERING

Food and Beverage, entertainment, additional extras. Determine what sets the event apart.

Feasibility

Does the event concept work for the brand and the chosen venue? It’s important to choose the right space to ensure the experience can be operationally delivered.

TARGET MARKET

The target market needs to be identified – who will attend this event and why?

Promotion

A structured promotional and sales plan to ensure you generate the maximum reach and exposure without saturation. Enough lead time is essential.

PRICE POINT

Is the price point right for the offering and does it stack up against competitors? It must be both profitable for the business and a sellable product.