December 15, 2017
As part of the experiential process, our team is constantly flying around the country scouting locations for upcoming events. This part in the process is one of my favorites, as the venue you select really sets the tone for the entire experience. It’s the backdrop, it sets the mood, and it has the ability to create that unforgettable wow factor from the moment guests walk through the door. So as fun as it is to gallivant around NYC for a few days looking at fabulous venues, there is so much more that goes into selecting the perfect space for an event.
The space needs to elevate the experience we’re creating.
Before we start our research, we consider what will be taking place at the event so that we research spaces that will be conducive to the activation we ultimately need to build. For example, if the objective is to capture incredible content, then things like lighting, aesthetic, location, the surrounding environment like the exterior might become more important. If we are creating a pop-up experience, then things like accessibility for guests, venue floor plan, flexibility to rig and hang things, wall space, etc. are critical considerations. If it’s a mobile experience, we consider what vehicle will be most impactful. Is it a vintage VW van that helps set the tone? Or is it a bus that travels from city to city opening up to offer consumers an immersive experience inside? There are so many possibilities, so focusing in on the type of event you’re planning, the objectives and what will be taking place at the event helps our team narrow in on the types of spaces we need to research.The venue selection process is both strategic and creative.
Our job isn’t just to find the coolest or most beautiful spaces out there. It’s about finding the right space that brings the brand’s personality and tone to life and will work hardest for the event. So, if the brand is tone is quirky, fun and colorful, then the venue we select probably shouldn’t be dark, raw and edgy. If the brand is polished, clean and simple, then the venue should reflect that.
In addition to the venue being the right fit for the brand and strategy, we also want to find the most unique and unexpected venues for our clients to truly set their events and experience apart from everyone else. So, we go through an intensive venue researching and vetting process, tapping contacts and networking with venue owners and rental companies across the country, researching different space options, and vetting them to create the perfect scouting list.
We think about all the ticky-tacky details so that our clients don’t have to.
When we are on-site scouting, we think big-picture but also get into the weeds, so we can produce and deliver a flawless experience. Therefore, we take into consideration not only the aesthetic but also the technical and logistical components. For example, we consider things like this:
And that, my friends, is just a quick snap shot of some of the things we consider when going through the location vetting and scouting process.