Finding the right venue and creating an exciting atmosphere for a special event is a key to success. But it doesn’t stop there. Working with a venue staff, including a catering department, can be complicated. Marcie Klein, SVP at Pollock Communications, offers some tips gleaned from planning and executing the Ajinomoto Umami event in March 2011 at the New York Academy of Sciences in NYC. Here are some steps that ensured the event’s success:
- Space: The venue should comfortably accommodate your expected amount of attendees, as well as create the desired atmosphere. In the case of the umami event, the venue had to reflect the science supporting the safety of sodium glutamate. The NYAS provided the perfect halo of credibility.
- Location: An event should be convenient for the media and centrally located. In this case, we broke the rules and chose the NYAS, which is downtown, because of its “imprimatur.”
- Inclusions: Make sure the venue site meets all your requirements (e.g., catering, AV equipment, decor, signage display space, reception area, coat check, etc.). You need to know in advance what is included and what you have to rent or bring in.
- Site Check: Photos of the space cannot replace a site check to get a feel for the flow and atmosphere, as well as the service and presentation logistics.
- Walk-Through: It’s crucial to have a rehearsal a couple days prior to your event.
PR News subscribers can find more event PR strategies in the case study: "PR Event With Scientific and Culinary Flavors Leaves Attendees With a Good MSG Taste in Their Mouths."