Julia Green, sales & commercial manager at Center Parcs’ Conferences and Events, UK, offers her Top Tips: a guide to event planning for first-timers: The responsibility of organising company events and away-days has traditionally been assumed by event managers within a company, PAs, HR teams or been outsourced to a specialist agency. Yet, with the value of bringing team members together for some much-needed face-time becoming more apparent in recent years, we’ve observed a wider range of people with a variety of job titles participating in the creation of these events. Now recognised not only as an exercise to promote employee wellbeing and engagement, corporate events are more heavily intertwined than ever with businesses’ hiring strategy, marketing initiatives and CSR objectives, and this means a whole new cohort of newfound event planners entering the scene. This guide is for those dipping their toe in the world of event planning, or those who now have a seat at the event planning table and might be looking for support on how to organise an ad hoc event which is memorable for all the right reasons, and supports the objectives of their department.
- Location, location, location
Corporate events can take place anywhere, from the concrete jungle to the countryside. It is one of the key considerations for everyone planning an event, whether a seasoned professional, or a first-time event organiser, to find a venue that is comfortable, accessible and suitable for what the business intends to achieve. When selecting a venue/location, it’s important to consider:
- Is it well connected? How will people get there?
- Does the venue/location meet the objectives of the event. E.g. does it easily allow for team building activities if the event aims for connection, does the technology enable seamless presentations?
- Is there flexible capacity to accommodate the number of people likely to attend?
- Does it offer accommodation so delegates can stay for longer?
2. Does the venue meet the business’s ESG standards/policy? As well as evaluating the ROI (return on investment) for an event, businesses may also consider whether the investment is matched by how suitable the venue is. Carefully consider the business’ ESG (environmental, social and governance) policies, and when speaking with venues, try to find a venue which matches or complements the business. For example, if sustainability is a big focus for the business, find a venue that has a sustainability/eco accreditation. When you present your findings to the ‘powers that approve’, you’ll be well placed to justify the spend. 3. Does your venue provide diverse and ethically responsible cuisine? Catering is a key component of a successful corporate event, and with businesses around the world looking for more well-rounded and diverse cuisine, it’s important that you consider a venue which offers flexibility to accommodate different dietary requirements, while also being able to provide cuisine to a high quality. For example, can the venue provide vegan and vegetarian options, and be sensitive to cultural dietary restrictions? Linking to ESG, it’s also important to consider the means by which the venue obtains its food, assuring that food and beverages served are ethically sourced, and that efforts are made to use food that is certified fairtrade. Also, ask if possible, whether the venue endeavours to use locally sourced goods in order to minimise its carbon footprint. 4. The importance of budget adaptability Corporate events come in different shapes and sizes. Hosting an awards evening complete with a three-course seated gala meal inevitably requires a bigger budget and more planning than a small meeting for 15-30 colleagues over pastries and coffee. Regardless of event size, however, you will need to consider a variety of different factors and be agile in your budgeting. Choosing features that can be scaled-up or down depending on your budget, will help maintain a healthy level of financial flexibility. You should consider what is a must-have and what are the extras, and use this to guide your planning. To avoid difficulties, it is useful to have contingent budget, to allow for last-minute changes, unexpected costs and adjustments. Finally, regularly tracking delegate attendance ahead of the day can help adjust F&B orders closer to the event and minimise costs related to no-shows. 5. Does your venue create a truly memorable experience? While you might be in need of a venue that offers a blank canvas, so you can adapt the setting to meet your event needs, be sure to consider a venue that will offer delegates unique experiences. Positive and memorable moments often stick with delegates, and they’ll associate future events with ones of the past. If the event you’re planning is intended as a ‘gratitude getaway,’ to thank employees for their hard work, you should look to a venue which offers an enriching yet relaxing experience. This way, they leave feeling refreshed, as if they have had a suitable break from their everyday working life. Unlike traditional hotel function and meeting rooms, an outdoors venue that weaves nature into its offering can offer that much-needed change of scene and may even go on to encourage employees to embrace wellness and connect with the outside world as part of their business-as-usual practice. To create the most unforgettable experience, you should embrace the unique characteristics of the chosen venue or location, and create touch points throughout the itinerary that encourage conversation and connection-building.
