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