I often meet new clients interested in doing “something different” but afraid to bring their annual events to a new space. I’ll ask them about their experience with their usual venue: What makes you happy there? Do you have a good working relationship with the team? Do they help you negotiate the best bang for your buck with vendors? Do they talk to you about new ways to present your message to the public? 

Their answers are usually no, but they’ve been holding events there for [insert too long of  time], so they just stick with what they know.

It amazes me that people would put their company’s major annual event—the biggest investment of the season or year—and their reputation in the hands of planners who don’t really care about their overall mission. 

It’s easy to return to a venue that you’re familiar with year after year, but like most investments, it’s better to diversify. Show your guests and clients that you’re a forward thinker. Give them an experience that will keep them talking about your brand for years to come. Inspire them. In a city like New York, where gala attendees usually get four or five—and sometimes as many as ten or twelve—invitations in peak fundraising seasons, you want to make your event stand out. You want to show that your organization is committed to growing the brand and being intelligently adventurous. Show them that this city has more to offer than yet another ballroom or rooftop. 

A change of scene can be a good thing. It shows initiative and sparks interest in attending your gala—interest that may inspire guests to support you in newer and bigger ways. Think of places that your guests may have always wanted to go but haven’t had a chance to visit in their busy lives—then take them there! Look for venues that offer unique experiences that your guests won’t get anywhere else. How will the venue allow you to market yourself and your cause in a new and exciting way? Through technology? A unique entrance? An elephant in the reception area? Well, probably not an elephant, but something that makes an impression! Don’t settle for a venue that shuts you down when you have an interesting new concept for your event—find a team that tries to figure out how to make it work within the space.  

A different venue can reinvigorate a boring event and make it the most talked about evening of the year! Next time you consider a space for your most important event or for entertaining very important guests, ask yourself if the venue will make your event stand out among all the other events that season, and challenge the event planners to help you make the night memorable. It will be your best investment yet!