Collaborating for success – delivering exceptional experiences for clients and delegates

Venues and Agencies have an opportunity. By collaborating together, the best ones are delivering exceptional experiences for clients and delegates alike.

This was the message from the expert ‘Agencies in Conversation’ panel at the EDGE Venues Winter Summit attended by over 150 delegates, featuring leading Agency voices Lorna New (DRP Group), Penny Noble (Noble Events), Tracy Winsworth (Trinity Event Solutions), and Guy Mason (Brief2Events).

With collaboration emerging as a central theme throughout the discussion, the panel called for building stronger industry relationships that really lean in the unique benefits of Agencies and those Venues who really embraced their corporate client’s needs.

“Agencies are in a unique position to deliver clients successful events – they have the knowledge, experience in procurement and risk that clients demand. Done well they also offer their prized relationships with Venues which is built on trust, collaboration, and shared goals.  By working together more transparently and strategically, venues and agencies can enhance not only their own success but also the overall quality and impact of events. Now is the time to shift from transactional relationships to true partnerships – where everyone benefits, and clients receive the exceptional experiences they deserve.” Lorna New, DRP Group.

But what are the key challenges that venues and agency face with their collaboration?

Here are some of the key takeaways…

A shift in dynamics

Venues and Agencies have had to rethink how they work together post pandemic. With the rise of hybrid events, shifting lead times, and an increased focus on sustainability, the traditional ways of working came under a strain and were challenged by the demands of clients. The industry recognised that long-term relationships, transparency, and flexibility in approach have become the cornerstones of successful partnerships.

Key challenges in venue-agency collaboration

The panel highlighted some of the key challenges they faced despite the common goal of delivering outstanding events.

1. Availability vs. flexibility. Venues are under pressure to maximise occupancy and Agencies need flexibility to meet client expectations.
2. Pricing transparency. Rate fluctuations and hidden costs can create friction, making it harder to build trust between agencies and suppliers.
3. Communication gaps. A lack of clear and timely communication between venues, and agencies can result in misalignment and inefficiencies later down the process which impacts on delegate and client trust
4. Evolving client expectations. Clients now expect more personalised, sustainable, and tech-enabled event solutions, requiring all stakeholders to innovate.

Solutions – building stronger partnerships

Here’s how to overcome these challenges:

1. Building relationships communication and collaboration

Relational communication is key. Regular meetings, site visits, and shared digital management platforms can help all parties stay aligned on event goals, availability, and pricing structures. Venues could proactively share updates on capacity, new offerings, and booking trends, while agencies could communicate client needs as early as possible.

2. Transparency in pricing and contracts

Establishing clear, consistent pricing structures and contract terms is at the corner stone of building trust. Offering dynamic yet predictable pricing models not only ensures fairness but it also prevents last-minute surprises. Agencies benefit from knowing their costs upfront, while venues can secure bookings with confidence.

3. Flexibility and compromise

Flexibility is now a necessity, not a luxury. Agencies can work closely with venues to find creative solutions, such as alternative dates, adaptable room blocks, and flexible cancellation policies. In return, suppliers can offer agencies early-access rates and added-value incentives.

4. Integrating technology for improved working and efficiency

Technology can streamline processes, from real-time venue availability tools to automated proposal systems. Digital collaboration platforms help agencies and suppliers work more efficiently, reducing the need for back-and-forth emails and manual updates.

5. Sustainability as a shared priority

Sustainability is now a key factor in event planning. Venues that demonstrate strong environmental credentials are more attractive to agencies seeking eco-conscious solutions. Agencies can support this by prioritising sustainable options and helping clients make greener choices.

Want to know more? Uncover the latest data trends from our platform, including average rates from across the UK,  read the research on the state for the sector from leading events industry bodies, and find out about what’s new and what’s coming from EDGE in our latest Business Intelligence Insights Report.