| There's been a lot of talk about the
| |
| | He believes there are very definite
|
| rising popularity among companies and
| |
| | limits and not all companies are the
|
| event planners for seeking out more and
| |
| | ground breakers: "I have lost count of
|
| more unusual venues, but what exactly
| |
| | the number of clients who squeal with
|
| constitutes "unusual" can vary depending
| |
| | delight at suggestions of new and untried
|
| on the event and the wishes of the client
| |
| | venues, only to book the safe option once
|
| and will be related to their type of
| |
| | again. People will always play it safe as
|
| business or what they are trying to
| |
| | long as there is the outside possibility
|
| achieve.
| |
| | that they will forever be remembered as
|
| Generally, the use of the word "unusual"
| |
| | the numpty that booked the company
|
| signifies a move away from the standard
| |
| | conference on an oilrig."
|
| hotel, congress, conference hall venue to
| |
| | But it's not just event planners and
|
| something or somewhere that has not been
| |
| | companies that are driving this trend,
|
| used or has something different to offer.
| |
| | the venues themselves are also playing a
|
| When companies are looking for an unusual
| |
| | key part. "To an extent, unusual venues
|
| venue, they are really looking for ones
| |
| | have driven this trend by making
|
| that has provides their delegates with an
| |
| | themselves available. They have come to
|
| instant wow factor.
| |
| | realise that events provide a lucrative
|
| This could be anything from museums,
| |
| | source of revenue that is additional to
|
| cinemas, stately homes, theatres,
| |
| | their core business, and are therefore
|
| castles, boats, theme parks and art
| |
| | keen to increase market share in order to
|
| galleries to sporting venues such as
| |
| | supplement their income from other
|
| cricket clubs and football stadiums.
| |
| | sources," says Greenhill.
|
| Basically anything that is not a standard
| |
| | Getting yourself out there
|
| hotel or conference centre. Gone are the
| |
| | So it's important to get yourself out
|
| days when the only venues available in
| |
| | there, as Briant explains: "The 'need'
|
| which to hold events were hotels and
| |
| | for an usual venue from the event buyer
|
| exhibition halls, now companies and
| |
| | also increases demand as there is an
|
| planners have huge range of choice.
| |
| | urgency to find the 'next best unusual
|
| The yawn factor
| |
| | venue'. So people are trawling the
|
| And it may well be boredom that's driving
| |
| | internet, talking to tourist boards and
|
| this trend, as Donna Briant, Conference
| |
| | looking at guide books to come up with
|
| manager at Inntel, points out: "Corporate
| |
| | something a little different."
|
| companies have tried the usual corporate
| |
| | Of course, there is an obvious
|
| hotel, which works for a certain purpose,
| |
| | contradiction here, as Hunt points out:
|
| but everyone is now wanting to do
| |
| | "The more popular something becomes, the
|
| something different and exciting.
| |
| | less unusual it is! Years ago, the idea
|
| Something that will motivate and
| |
| | of having a Christmas party in a massive
|
| incentives their staff. Rather than just
| |
| | tent with a load of other companies,
|
| a meeting, delegates want an
| |
| | buying tables for the night was bizarre.
|
| 'experience'. It needs to be memorable.
| |
| | Now it is commonplace. At that time you
|
| Something that delegates will talk to
| |
| | would have been regarded as something of
|
| their friends and family about when they
| |
| | a maverick if you suggested holding a
|
| return."
| |
| | conference in a theatre or a dinner in a
|
| But ultimately, Sally Greenhill, director
| |
| | gallery, but again these are now options
|
| of conference venue development
| |
| | that wouldn't raise an eyebrow."
|
| specialists The Right Solution, believes
| |
| | So are we all going to go full circle at
|
| it's all about bums on seats: "Organisers
| |
| | some point in the future?
|
| look for a venue that will attract
| |
| | Probably not, Hunt believes that
|
| delegates to the event. If delegates pay
| |
| | spectacle is the key to unlocking the
|
| to attend, the fact that the venue itself
| |
| | lucrative corporate market. "Any venue
|
| is a draw can help to gain sufficient
| |
| | with something to see will generate
|
| attendees, or even if it is a paid-for
| |
| | interest, whether it is the Spirit of St
|
| corporate event it is still important
| |
| | Louis hanging from wires overhead or a
|
| that attendees feel motivated to go."
| |
| | Formula One car in reception. Any place
|
| Greenhill goes on to explain that the UK
| |
| | where great things were accomplished will
|
| Conference Market Survey (UKCMS) suggests
| |
| | also attract attention."
|
| that on average, a typical attendee has
| |
| | So if you have something unique or
|
| to go to between three and four events
| |
| | spectacular about your venue that makes
|
| per year, so she says it is important and
| |
| | you stand out from the crowd, you could
|
| helpful that they do want to attend and
| |
| | well be sitting on a goldmine. You could
|
| look forward to the event.
| |
| | be the next big thing on the unusual
|
| That special feeling
| |
| | venues circuit. If you're not already
|
| Benjamin Hunt, business development
| |
| | making yourself known to event planners
|
| manager at Archer Young, concurs: "People
| |
| | and local and national corporates, or at
|
| want to feel special. They want something
| |
| | least making it easy for these people to
|
| new, exciting and different. Or at least,
| |
| | track you down, then maybe it's time to
|
| they think they do."
| |
| | start.
|
