In early December, I conducted two site inspections for an event client, comparing a "stunning plug-and-play" venue against a "versatile blank canvas” venue.
Now, it’s easy to get distracted by a beautiful entrance, lobby or other individual features, but an event producer’s job is to look at the bones of the entire facility to ensure that it works for all elements of a business gathering.
Here is the framework I use to ensure each of my events is booked into a venue that allows the client to deliver maximum impact and fulfill every objective.
𝗧𝗵𝗲 𝗖𝗟𝗜𝗙 𝗙𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸™ 𝗳𝗼𝗿 𝗦𝗶𝘁𝗲 𝗜𝗻𝘀𝗽𝗲𝗰𝘁𝗶𝗼𝗻𝘀
Capacity
What is the true “comfort zone” for a given venue? Don’t rely solely on the maximum attendance capacity set by the local fire code, because production elements like stages, bars, and lounge seating can significantly reduce usable floor space. Always calculate the "production-actual" capacity to ensure your guests have room to move comfortably and safely once all event infrastructure is installed.
Logistical Flow
A venue with secondary zones or multiple floors is attractive; they prevent meetings from feeling stagnant and eliminates the need for awkward mid-event room resets. But will the guest journey be fluid across the space? Evaluate a site for its ability to transition between distinct program phases, such as moving from a general-session presentation to a networking reception on an outdoor terrace.
Infrastructure
To buy or to build? A "plug and play" venue offers immediate convenience and built-in savings, but it often limits your ability to alter the visual identity or technical setup of the space. Conversely, a "blank canvas" space requires more logistical effort but ensures the environment is a customized reflection of your brand rather than the venue's existing aesthetic.
Flexibility
Do you want operational freedom? Assess whether a venue’s in-house catering and vendor model allows for the specialized experience your brand requires, or if it forces you into rigid, high-cost packages. Instead, choosing a venue that allows for external catering and custom rentals lets you control both the cultural authenticity of the event and the overall bottom line. But beware of “oversight” or “liaison” charges added by the host venue if you use outside vendors.
