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Venue management - Event Perspectives Series

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Chris Austin MSc MCIM
Chris Austin MSc MCIM

15 October 2014 - Presentation to MSc International Events Management programme on venue management, venue / destination selection, management of events in venues.

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Venue Management Chris Austin 15 October 2014
What is a venue? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues • Purpose-built • Multi-purpose • Residential conference venues • Educational establishments • Hotels • Unusual and miscellaneous venues British Conference Market Trends Survey (1999) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues • Increasing number of ‘unusual’ venues, which are outside the realms of ‘conventional, purpose-built venues’ • Historic houses • Sport and leisure centres • Museums • Race courses • City centre locations Swarbrooke and Horner (2002:168) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Importance of venues • The venue is… • ‘An obvious part of event success’ Bowdin (2011:495) • ‘the scaffolding in which to stage the themed event around and within’ Ferdinand and Kitchin (2012:58) • ‘essential to an event’s success, in terms of location and layout’ O’Toole (2011:193) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues and theming • Venue to match the theme of the event, or… • Create the theme within the venue? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
The venue experience • Berridge (2007) refers to the venue as being critical to the perception of the event, which is created by the physicality and stimuli evoked by the event and venue combined. • Wood and Masterman (2007)… ‘seven I’s’… Involvement, interaction, immersion, intensity, individuality, innovation and integrity. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venue selection • Allen (2008:145) – ‘Four walls and a roof, a blank canvas onto which the event is painted.’ • ‘Needs to meet the operational requirements of the event’. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
How would you select a venue? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venue selection • Location • Matching the venue to the theme • Matching the size of the event to venue capacity • Venue layout including sight lines and seating configuration • Event history/portfolio and reputation • Availability twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venue selection (cont’d) • What can the venue provide • Transport links and parking • Access for audience, equipment, guests, staff, VIPs, disabled • Toilets and welfare facilities • Catering • Power • Communication twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venue selection (cont’d) • Climate, microclimate and ventilation • Emergency plans and exits • Technology • Price • Destination image • Awards and accreditations Bowdin et al (2012) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Price vs. Value? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
What about relationships? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Destination factors? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Destination selection • Transport links • Events and attractions • Accommodation • Amenities • Culture • Night time economy • Food • Reputation / image • Geographical location • Venues • Enquiry handling ability twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venue selection trends • Traditional, purpose-built venues being exceeded by unusual, diversifying and virtual event environments. • The wider destination and geographical position of the venue is becoming increasingly important. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venue selection trends (con’t) • Marketing attitudes have shifted with increasing emphasis on stakeholder engagement, customer perception, service quality and relationships between event and venue managers. • Emerging themes include the importance of technology and sustainability, and influences on organisational buying behaviour. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venue management Venue Manager Event Manager Event twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venue management • Venue design • Venue organisational structure • Event process • Multiple events in venues • Contracts • Pricing • Partnerships twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venue design • Event spaces • Circulation areas / visitor flow • Parking • Transportation • Ticketing • Toilets and amenities • Food and beverage • Dressing rooms, green rooms, officials areas twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venue design (cont’d) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venue organisational structure Manchester Central… Managing Director Operations Finance Marketing and Communication Sales Business Services Catering twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Event process twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Multiple events in venues • Increased pressures, timing is critical… • Parking • Food and beverage • Visitor flow (inside and to/from venue) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Contracts • Venue contract would typically include… • Security deposit • Cancellation • Access • Late conclusion (‘running over’) • House seats (reserved tickets for venue) • Additions/alterations • Signage twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Pricing • Venue hire • Equipment • DDR / 24HR DR • Ticketing (inside / outside charges) • Catering (provision, concessions and corkage) • Parking (consideration for attendees) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Partnerships • Other venues • Accommodation providers • Destination Management Organisation (DMO) • Equipment (e.g. AV) suppliers • Caterers • Media twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Event management in venues • Facilities • Roles and responsibilities • Timings • Suppliers and partnerships • Events across multiple venues twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Facilities twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Roles and responsibilities • Venue team • Event team • Partners / contractors • Suppliers • Stewards • Specialists (e.g. highways, first aid etc) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Timings • Arrival • Set-up • Sign-off • Event delivery • De-rig • Depart • Slippage – remember contract! twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Events across multiple venues • Delegation • Communication • Safety • Timing twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Events across multiple venues twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
References Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2008) Festival and Special Event Management, Fourth Edition, Australia: Wiley & Sons Ltd. Austin, C (2013) Choice criteria for selecting venues for events: A comparative study, MSc Dissertation, Manchester Metropolitan University Berridge, G. (2007) Event Design and Experience, USA: Butterworth- Heinemann. Bowdin, G., Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2012) Events Management, Third Edition, Oxford: Butterworth-Heinemann. Ferdinand, N. and Kitchin, P.J. (2012) Events Management: An International Approach, London: SAGE Publications. Getz, D. (2010) Event Management & Event Tourism, Second Edition, USA: Cognizant Communication Corporation. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
References Swarbrooke, J. and Horner, S. (2002) Business Travel and Tourism, Oxford: Butterworth-Heinemann. System 3 (1999) British Conference Market Trends Survey 1998, London: BTA. Wood, E.H. and Masterman, G. (2007) ‘Event Marketing: Experience and Exploitation’. Extra-ordinary Experiences Conference: managing the consumer experience in hospitality, leisure, sport, tourism, retail and events, Bournemouth University, 3-4 September. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin

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Venue management - Event Perspectives Series

  • 1. Venue Management Chris Austin 15 October 2014
  • 2. What is a venue? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 3. Venues • Purpose-built • Multi-purpose • Residential conference venues • Educational establishments • Hotels • Unusual and miscellaneous venues British Conference Market Trends Survey (1999) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 4. Venues • Increasing number of ‘unusual’ venues, which are outside the realms of ‘conventional, purpose-built venues’ • Historic houses • Sport and leisure centres • Museums • Race courses • City centre locations Swarbrooke and Horner (2002:168) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 5. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 6. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 7. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 8. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 9. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 10. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 11. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 12. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 13. Importance of venues • The venue is… • ‘An obvious part of event success’ Bowdin (2011:495) • ‘the scaffolding in which to stage the themed event around and within’ Ferdinand and Kitchin (2012:58) • ‘essential to an event’s success, in terms of location and layout’ O’Toole (2011:193) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 14. Venues and theming • Venue to match the theme of the event, or… • Create the theme within the venue? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 15. The venue experience • Berridge (2007) refers to the venue as being critical to the perception of the event, which is created by the physicality and stimuli evoked by the event and venue combined. • Wood and Masterman (2007)… ‘seven I’s’… Involvement, interaction, immersion, intensity, individuality, innovation and integrity. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 16. Venue selection • Allen (2008:145) – ‘Four walls and a roof, a blank canvas onto which the event is painted.’ • ‘Needs to meet the operational requirements of the event’. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 17. How would you select a venue? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 18. Venue selection • Location • Matching the venue to the theme • Matching the size of the event to venue capacity • Venue layout including sight lines and seating configuration • Event history/portfolio and reputation • Availability twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 19. Venue selection (cont’d) • What can the venue provide • Transport links and parking • Access for audience, equipment, guests, staff, VIPs, disabled • Toilets and welfare facilities • Catering • Power • Communication twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 20. Venue selection (cont’d) • Climate, microclimate and ventilation • Emergency plans and exits • Technology • Price • Destination image • Awards and accreditations Bowdin et al (2012) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 21. Price vs. Value? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 22. What about relationships? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 23. Destination factors? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 24. Destination selection • Transport links • Events and attractions • Accommodation • Amenities • Culture • Night time economy • Food • Reputation / image • Geographical location • Venues • Enquiry handling ability twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 25. Venue selection trends • Traditional, purpose-built venues being exceeded by unusual, diversifying and virtual event environments. • The wider destination and geographical position of the venue is becoming increasingly important. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 26. Venue selection trends (con’t) • Marketing attitudes have shifted with increasing emphasis on stakeholder engagement, customer perception, service quality and relationships between event and venue managers. • Emerging themes include the importance of technology and sustainability, and influences on organisational buying behaviour. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 27. Venue management Venue Manager Event Manager Event twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 28. Venue management • Venue design • Venue organisational structure • Event process • Multiple events in venues • Contracts • Pricing • Partnerships twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 29. Venue design • Event spaces • Circulation areas / visitor flow • Parking • Transportation • Ticketing • Toilets and amenities • Food and beverage • Dressing rooms, green rooms, officials areas twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 30. Venue design (cont’d) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 31. Venue organisational structure Manchester Central… Managing Director Operations Finance Marketing and Communication Sales Business Services Catering twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 32. Event process twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 33. Multiple events in venues • Increased pressures, timing is critical… • Parking • Food and beverage • Visitor flow (inside and to/from venue) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 34. Contracts • Venue contract would typically include… • Security deposit • Cancellation • Access • Late conclusion (‘running over’) • House seats (reserved tickets for venue) • Additions/alterations • Signage twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 35. Pricing • Venue hire • Equipment • DDR / 24HR DR • Ticketing (inside / outside charges) • Catering (provision, concessions and corkage) • Parking (consideration for attendees) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 36. Partnerships • Other venues • Accommodation providers • Destination Management Organisation (DMO) • Equipment (e.g. AV) suppliers • Caterers • Media twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 37. Event management in venues • Facilities • Roles and responsibilities • Timings • Suppliers and partnerships • Events across multiple venues twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 38. Facilities twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 39. Roles and responsibilities • Venue team • Event team • Partners / contractors • Suppliers • Stewards • Specialists (e.g. highways, first aid etc) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 40. Timings • Arrival • Set-up • Sign-off • Event delivery • De-rig • Depart • Slippage – remember contract! twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 41. Events across multiple venues • Delegation • Communication • Safety • Timing twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 42. Events across multiple venues twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 43. References Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2008) Festival and Special Event Management, Fourth Edition, Australia: Wiley & Sons Ltd. Austin, C (2013) Choice criteria for selecting venues for events: A comparative study, MSc Dissertation, Manchester Metropolitan University Berridge, G. (2007) Event Design and Experience, USA: Butterworth- Heinemann. Bowdin, G., Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2012) Events Management, Third Edition, Oxford: Butterworth-Heinemann. Ferdinand, N. and Kitchin, P.J. (2012) Events Management: An International Approach, London: SAGE Publications. Getz, D. (2010) Event Management & Event Tourism, Second Edition, USA: Cognizant Communication Corporation. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  • 44. References Swarbrooke, J. and Horner, S. (2002) Business Travel and Tourism, Oxford: Butterworth-Heinemann. System 3 (1999) British Conference Market Trends Survey 1998, London: BTA. Wood, E.H. and Masterman, G. (2007) ‘Event Marketing: Experience and Exploitation’. Extra-ordinary Experiences Conference: managing the consumer experience in hospitality, leisure, sport, tourism, retail and events, Bournemouth University, 3-4 September. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin

Editor's Notes

  1. What’s the difference between a venue and an event space? The term event space used more and more now – why? The word venue provides an image of a physical building in which events take place – when really they can take place anywhere, or virtually?? Suggestion… Venue is a physical structure where the event takes place (building), but event space can be broader, i.e. ‘venues’ have multiple event spaces within them, or the event space could be anywhere else within or elsewhere, or virtual. Venue websites will refer to event spaces within them, supporting the above. Venue vs. destination – what’s the difference??
  2. Fenton Manor Sports Complex Multi-purpose / unusual venue Destination – Stoke-on-Trent
  3. The NIA Purpose-built venue Destination - Birmingham
  4. Market Square Event Space Destination - Manchester
  5. Natural History Museum Unusual Venue Destination - London
  6. Covent Garden Event Space / Unusual Venue (if categorising) Destination - London
  7. Vinopolis Purpose-built / Unusual venue Destination - London
  8. Weston Park Event Space or venue?? Event space because venue isn’t permanent structure? Venue because a series of structures are constructed for the duration of the V Festival? Multiple venues in one location? Destination - Staffordshire
  9. These suggest that the venue choice should be matched to the theme of the event
  10. Discussion, five or 10 minutes to discuss what would make you select a particular venue.
  11. Discussion, five or 10 minutes to discuss what would make you select a particular venue.
  12. Discussion, five or 10 minutes to discuss what would make you select a particular venue.
  13. Discussion, five or 10 minutes, make a list of the factors impacting on the choice of destination.
  14. Findings of my dissertation literature review – dissertation on choice criteria when selecting venues for events. Comparative study between event managers and venue managers.
  15. Findings of my dissertation literature review – dissertation on choice criteria when selecting venues for events. Comparative study between event managers and venue managers.
  16. Findings of my dissertation literature review – dissertation on choice criteria when selecting venues for events. Comparative study between event managers and venue managers.
  17. Structures can vary dependent on whether venues are privately owned or are part of a wider group (i.e. finance and business services may be in another department within a larger organisation) Example roles… Operations – Event delivery, cleaning, housekeeping, maintenance, facilities management Finance – Invoicing, debtors, creditors Marketing and communication – Serving the venue itself and events Sales – Account management, event management, enquiry handling Business services – Administration, box office Catering – Event catering, food and beverage outlets
  18. Sales Enquiry taken and provisional booking made. Enquiry passed over to sales account manager. Sales Account Manager is responsible for confirming your booking contract with you. Sales Account Managers are happy to visit you, show you around the Centre or discuss event details on the phone. Your Account Manager is available for any questions at any point. Event planning Your Account Manager will assign a dedicated event planner to deliver your event. The Event Planning team is your communication point between pre-event discussions and the Operations Team. Every event detail is communicated to the Operations Team on a weekly and twice-daily basis Operational delivery The Operations Team members are experts in their respective fields and will be fully briefed by your Sales Account Manager and Event Planner prior to your event. The Operations Team knows and remembers clients and their preferences. The Centre's staff will be responsive to any questions or requirements you have during your event. The staff will support you to deliver a successful and safe event. May vary between venues depending upon size, nature and type of venue or event. Multiple events in venues – very operational, need to work with organisers on timing to ensure that there is no clash at break times, visitor flow remains right etc. EG, if all events start / finish at same time there would be issues with parking and access.
  19. Map of Glastonbury Includes everything related to the event –technical areas, event spaces, camping, accommodation, amenities toilets, parking, access
  20. For example – Tour of Britain, marathons, UK Corporate Games, Olympics, Olympic Torch Relay, Commonwealth Games