Venue correspondent Kristyna O’Connell interviews Tim Etchells, managing director of SME London Ltd, to discuss the dynamics of the venue-organiser relationship, emphasising effective collaboration and sharing practical tips for building a successful partnership.
A vital part of organising any event is the venue where it will be held—there’s no way around it. Organisers rely on the venues they choose to bring their vision to life. For this process to run smoothly, the partnership between the two parties must be collaborative.
The relationship between a venue and an organiser should ideally be a partnership, says Etchells. He explains, “The best experiences I’ve had with venues are those where they understand the challenges organisers face. Organisers take the largest financial risks—not just paying for the venue but also managing costs like staffing, overheads, and promotion. This is especially critical for new event launches, where outcomes are uncertain.”
Etchells says that when a venue understands and respects the challenges organisers face, such as cash flow flexibility, easier payment terms, and longer lead times, especially for small businesses, it creates an invaluable characteristic in that partnership. He says, “Many of the events I started 25 years ago are still going, but when we launched them, it was a big risk. That’s why you need a venue that’s sympathetic and understands the challenges.”
Building trust with venues
Trust is a cornerstone of any relationship, and even more vital to the organiser-venue relationship. Etchells emphasises that a venue’s confidence can be shaken if they sense the organiser is juggling too many responsibilities.
According to Etchells, organisers must convey that their event is a priority and that their team is capable and dedicated. He says, “Venues need to see that organisers are passionate about their events and have thought them through. Having a clear and concise elevator pitch helps venues understand the event’s vision, exhibitor profile, and target audience. Demonstrating competence, focus, and commitment ensures venues buy into the organiser’s vision.”
Challenges in the relationship
While some venues are rigid and others offer flexibility, focusing solely on signing contracts rather than fostering relationships is where challenges begin. According to Etchells, venues often have an easier role compared to organisers. While organisers build a product and motivate their teams to sell it, venues simply rent their space. This difference in responsibilities can lead to misunderstanding.
Etchells says that organisers also face issues when venues fail to empathise with challenges like losing key exhibitors in established shows or managing catering quality. Catering, Etchells says plays a vital role in attendee experience, affecting dwell time. He explains, “Venues often treat food and beverage as another revenue stream without considering its impact on event success.”
What venues should START and STOP doing
In any partnership, challenges, ups and downs, and obstacles are inevitable. However, these present opportunities for improvement, effective communication, and an open mind, all of which are essential for fostering growth and achieving sustained success. Etchells says that there are ways in which venues can build stronger relationships with organisers.
He says the following are key:
- Offering more flexible terms for new event launches.
- Viewing events as partnerships rather than transactions.
- Supporting organisers in addressing challenges such as exhibitor turnover or logistical hurdles.
- Improving catering services to enhance attendee satisfaction and dwell time.
Additionally, Etchells emphasises that venues should avoid being reactive. They should proactively identify gaps in their event calendar and partner with experienced organisers to create events that can drive mutual success.
What organisers can do better
On the other side of the partnership, there are things that organisers can do better to improve the relationship with venues. Etchells says that organisers should take a proactive approach to building relationships by regularly updating venues on event progress, rather than only addressing issues when they arise. Another way in which organisers can do better is to foster connections through meetings or informal catch-ups such as coffee or lunch and being honest about challenges such as payment delays or contractual commitments instead of making unrealistic promises. He says, “A strong example of this is the relationship I’ve built with the Business Design Centre over decades; launching multiple successful events there has fostered trust and cooperation, enabling effective problem-solving when challenges occur.”
Final tips for venues and organisers
Etchells concludes by offering his final tips for venues and organisers:
For venues: “Be proactive in seeking opportunities and addressing gaps in your calendar. Communicate changes and challenges transparently to foster trust.”
For organisers: “Be brave and honest. Avoid misleading venues about timelines or payments. Building trust through transparency and open communication is key to long-term success. Trust is about demonstrating to the venue that you really understand the product, you’ve thought it through, and you’re passionate about it.”
Source: www.exhibitionworld.co.uk
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