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