5 minute read
What Event Planners Want
What Event Planners are Looking for in Rental Spaces
By Megan Gosch, Pernsteiner Creative Group
It’s no secret. “Location, location, location” (along with ideal guest capacity and a reasonable price) are paramount when it comes time to select an event venue. But, they aren’t the only deciding factors planners are keeping in mind. Parks and recreation agencies have plenty of key assets and amenities they can spotlight to catch a planner’s eye and reel in new opportunities. So, what are the factors that can bring your space to the top of a planner’s list?
Plenty of Perks
Planners are ready and eager to explore new venue options, but facility resources that can help eliminate a core budget line item are sure to catch a planner’s attention. “A new location or venue can help give some of our long-standing events a shot in the arm with a new look or feel, but at the end of the day I’m looking for great amenities,” said Steve Madson, owner and president of SRO Productions, whose team has produced large-scale events like the Edina Art Fair, the Stone Arch Bridge Festival and a series of Beer Dabbler events. Assets like dedicated parking, path lighting for evening events or support with recycling and trash collection all make an impact. “These are wishlist extras, but as an event producer they’re all pieces I have to provide. Any help a venue can build into that rental is going to be a huge help to the bottom line.” he said. And when it comes to wedding or social events, in-house décor, on-site prep kitchens, or access to additional rooms included with space rental can give facilities an edge. “Even something as simple as a beautiful space where a bride can get ready or an extra room where vendors can park their supplies out of sight at no extra cost can be a huge asset in keeping an event running smoothly,” said Dana Allison, owner and planner behind Keyed Up Events.
Vendor Variety
Facilities offering planners fl exibility in the vendors they choose to work with can give planners and their clients a rare chance to more closely control event budgets and keep the event’s original vision in line. “So many venues have a small list of approved partners and it can lock you in. Your hands can be tied as to how much you’ll spend on something like food and beverage with a vendor that wasn’t your fi rst choice so fl exibility is key,” said Allison.
Accessibility as Advertised
Planners are responsible for ensuring their events are compliant with the Americans with Disabilities Act and provide access for all, but often fi nd venues aren’t as up-todate as they should be. “I’ve worked with parks that don’t even have wheelchair ramps or curb cuts. The facilities are dictating that our event be accessible but the facility itself might not be up to par as their team promised,” said Madson. “That can end up as a surprise expense for us to build out amenities ourselves.”
Power On Tap
Park facilities that can offer access to outdoor electricity will also stand out to planners. Generators are always a viable option for planners looking to power
outdoor elements to their events, but they can be noisy and become a pricey expense. Madson was able to utilize city power boxes through the production of last year’s Stone Arch Bridge Festival in downtown Minneapolis. “Especially for an art-focused event with plenty of food vendors who needed power, we were able to provide a much better experience for the guests and artists without generators blaring all day,” he said.
Hardwired for Hybrid
As attendees learn to navigate a live event landscape in the wake of COVID-19, planners are on the hunt for facilities equipped with technology that can accommodate a hybrid audience. “A space that’s already set up from an A/V perspective with ceiling mounted projectors, integrated screens, a plethora of outlets and a dedicated hardline for internet access rather than Wi-Fi could be a fi t [for hybrid events],” said Amy Beckham, vice president of Sapphyre Group, who plans meetings and conferences for nonprofi t organizations and has held events at Earl Browne Heritage Center in Brooklyn Park, Keller Regional Park in Maplewood, and Maple Grove Community Center. “Three or four years ago even talking about adding Wi-Fi to a meeting space was a huge hurdle, but since COVID we’ve upped our game, gained virtual certifi cations and even made investments in some of our own equipment,” she said. “What a facility can do to stand out is provide exemplary support around those built-in components, so we don’t need to bring in a third party,” she said.
Safety Streamlined
As planners contend with evolving safety and security risks, contingency planning calls for a larger focus on the placement of strategic entry points and plenty of equipment to manage event boundaries and traffi c fl ow. Rather than rent concrete bollards and fencing to close off streets and contain last year’s Edina Art Fair, Madson was able to coordinate use of the city’s new supply. “With everything going on in the world these days, planners are required to use tools like bollards, but cities and facilities have already started investing for their own use,” says Madson. “Anytime we can tap into those investments and fi nd synergy like that is a big win for producers.”
Photo: City of St. Louis Park Photo: City of Golden Valley Photo: Todd Pernsteiner
