Tips to create an event brief to maximise profitability

We all want our events to run smoothly and get the best value for money from our suppliers. We’re looking at writing an event brief and how to make it attractive to hotels and venues as well as managing the event costs. Here are a few ideas that will help you get the best response to ensure your event runs smoothly.

Make the conference or meeting attractive to the venue or hotel

If you can demonstrate the value of holding the event at the venue, then you’re likely to get a better rate. Some of the things that you might want to include in the event brief are:

• Information about your company. How many events you hold. Whether there’s the possibility of the venue hosting several of them.
• The event details. Is it a new meeting, if so, could it be repeated at the same venue for a possible 2-year deal? Is there scope for growth in the future? Or is it an established event which means that you can demonstrate the attendance, accommodation pick up, food and beverage consumption etc?
• Know your budget, both the overall spend and breakdown of items. Do you need timed coffee breaks or all-day servings? Will the meals be buffets, standing or seated, or a 3- or 4- course served meal?
• What are the event objectives? Make it clear exactly what you and the attendees need while they are onsite. That way there are no surprises for the venue later.
• Give the venue as much detail as possible. Can they assist with local suppliers for better rates on transport, team building, leisure activities etc?
• Plan the space that you need and make it clear to the venue. That’s not only the meeting rooms, but the catering space and networking areas. Do you need it for exclusive use, or will it be shared with other companies?
• If you can, be flexible with dates. If a venue can fit your booking between ones already in the diary and it fills a gap, this makes it more attractive to them.

• Accommodation – will it be booked by the attendees or from a rooming list supplied by you. The less work that a hotel does to manage the accommodation bookings the better.
• Highlight if you are detailing with a preferred partner or preferred group. If the venue can verify that your event is an attractive piece on business, then they will want to work with you.
• Tell the venue your decision-making date, deadlines and milestones as this will help them work with you. If you have dates planned for site visit, then let them know and whether you’d prefer to see the venue empty or with an event running there.

Factors to consider in your event brief

• Work out what needs to be booked as far as possible in advance to gain the best rate as last-minute buying leaves less room to negotiate and increases the costs. However, if you don’t know some of the detail, leave that until later to confirm as you don’t want to book something and then have to cancel.
• Get a quote from the in-house technology supplier and if there’s chargers for bringing your own supplier. Ensure this is negotiated and contracted at the time of the booking. You don’t want to find that you have unavoidable cost later.
• Is there free WIFI and is it secure and good enough for your speakers, organisers and attendees? Adding a secure network can be expensive, so make sure you know the cost in advance and contract it.
• Are there any costs for loading and unloading equipment? Consider the costs for setup and breakdown, can these be included or provided at a reduced rate? Are there any time restrictions in place?
• Meeting room set up – find out if there are costs for changing a meeting room set up. In some countries there may be labour costs if rooms are changed during the day.
• Do you need overnight hold of all the space? The answer is ‘yes’ if you have a two-day event with a/v equipment. You don’t want to find that the venue sells the room for a dinner while you are not using it in the evening.
• Don’t find that you have unused break out rooms that you’ve paid for. Would it be possible to use the main room for a breakout session and save the room hire on an extra small room?
• Use a template to compare costs from different venues against your budget. Check the prices and re-negotiate. Check the rates of other bookings that have been made in the same destination or with the same venue group.
• Keep to the deadlines and contract, missing dates or trying to change details will at best irritate the venue and can also incur additional cost.

The best ways to negotiate

• Ask for everything you want in your event brief. You won’t get it, but you will get some of the things you ask for.
• The venue maybe prepared to give you items that add value to your event, that cost them very little but are of significance to you and the attendees. Bacon rolls on arrival, a proportion of the bedrooms in upgraded categories, some bedrooms with early check-in or late check-out etc.
• Use a specialist? A venue finding agent is an independent 3rd party and may be able to negotiate a better deal than if you do business directly. For example, they may be placing more business with the venue or group and have good contacts there, so you can take advantage of their buying power. They also have a wealth of experience of many different events and can help you throughout the booking process.

EDGEvenues.com offers a free venue finding service, just email [email protected] or call 01780 484051 for help or advice.