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Venues can do so much better... can't they?

16 February 2009

The ‘show round’ v’s the ‘FAM visit’

When it comes to visiting a venue it can be hit and miss on the overall impression given.

“Does your venue ‘wing it’ every time or do you step up to the mark”?

Have you ever asked yourself what’s the best way for someone to remember your venue and go away with the very best impression of what you have to offer?

The one-to-one show round.
This will give you the chance to obtain information about buying patterns, what the prospect looks for in a venue and what would get them to make a decision. A one-to-one show round will also give you the opportunity to build a good relationship with that potential client. However, the down sides are it is time consuming for both client and venue and you may not be able to show your full range of facilities if they are occupied by other clients.

The FAM Visit
These are an extremely productive way of entertaining larger groups. You may not get the chance to chat in depth with attendees but you will be able to meet a larger guest list. With this type of event you can always enlist the assistance of some of your suppliers for floristry, AV, staging and entertainment, which will only strengthen the clients experiences of your venue.

The down side of any fam visit is an uncoordinated approach within the whole venue – critical to make a client feel special and valued. This in itself can be difficult given the size of a venue and internal communication techniques, but it is essential that every department from housekeeping to kitchen and reception to management, the entire team knows and buys into the overall aims, objectives, plan and event.

How to ensure you get a good return on your investment
GET IT RIGHT FIRST TIME! Whichever way you decide to entertain, you must get it right. The old adage ‘you only get one chance to make a good first impression’ stands.
• Think about your client(s) and do some research on them. There’s nothing more flattering for guests than knowing something about them - recently won contracts, new staff members, recent promotions etc.
• Make them feel like you really want their business.
• Plan for their visit.
• Get yourself organised with vacant rooms that are clean. Prepare your conference pack in advance – why not personalise it as well.
• Inform staff in certain areas to expect you with a potential client – it makes all the difference if they come over to say hello, even better ask the General Manager to say hello as well.
• Once the client has seen your facilities find out what their next step will be. Who else will they be seeing before they make their final decision, when can you call them for a chat?
• Once they leave your venue, what extra special thing will you do for them that may just help lock them into you a bit further?

My advice to any venue is to ask your sister hotels how they do things, it’s a good way of benchmarking yourself. Fam visits have their place as do show rounds, just make sure you plan for each event. If you’re not sure how to get the best from your preferred way of showing off your venue ….. just ask!


W17 Ltd work as consultants to venues offering advice and guidance bespoke to any venue to ensure that potential business is maximised and events are arranged perfectly with your client in mind. Ask for Julia Watson on 01604 621155 info@w17ltd.co.uk