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Hints & tips

By Trevor Elswood (March 2008 Issue)
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5 tips on getting the best venue for your training event

The training sector continues to grow in terms of the number of events delivered externally but the squeeze on training budgets continues to bite, with questions about cost and return on investment (ROI) high on the agenda.

There is a marked shift in what businesses want from their training investment. Not only are they looking to deliver a return on objectives but they are also pre-occupied with gaining a tangible ROI.

Such growing financial scrutiny has resulted in a growing trend for fewer delegate numbers, a preference for shorter, more intense, training programmes and a reliance on three or four-star rated venues rather than five-star. So, while contending with these market forces, what represents the best practice approach to booking training space?

  1. Define what’s important to you. Before researching potential venues, define the ‘must haves’ and the ‘desirables’ when it comes to both supporting the trainer and giving your delegates the best environment in which to learn. There are many things to consider in addition to potential room configurations, syndicate room requirements and audio-visual equipment. Can the venue provide pre-allocated – and free – car parking for delegates? Is there a private breakout ‘rest and relaxation’ room for use during the event? Can the venue provide the best possible learning environment, such as ‘brain food’ menus and activity packages for evening entertainment that include ‘alcohol-avoidance’ programmes?
  2. Research the venue options available. There are a number of tools and services available to source the best possible venue, including offline and online venue directories, venue websites and specialist venue-finding agencies, such as hotel booking agencies. Ask yourself what the most appropriate venue is based on location, delegate travel plans and the overall objective of the training event.
  3. How to negotiate on price. When negotiating with a venue, make sure you research all the options by comparing day delegate and 24-hour delegate
    rates with individual component costs for room hire, AV, bedrooms etc. Find out if flexibility on training dates will lower the price, as seasonal and market trends can sometimes have a significant impact on the bottom-line. Finally, negotiate with hotel or venue groups for a series of training events – a commitment to repeat business will usually help negotiation.
  4. Scrutinise the T&Cs. Aside from the best price, it is important to thoroughly review the venue’s terms and conditions at the contract stage and negotiate, in particular, the cancellation, attrition and payment clauses in order to delay/waive the deadline dates and/or amortise the penalties. Various tactics can be used to reduce cancellation charges, including verification of the venue’s actual final occupancy on the day(s)/night(s) in question, separating out any unconsumed F&B charges and also, very importantly, removing the VAT element.
  5. Add value. Always look for ways that a venue can add value if it won’t negotiate on rates. Can flip charts, an extra serving of tea and coffee refreshments and bedroom upgrades be included complimentarily?

Trevor Elswood is commercial director of specialist accommodation, meetings and event management service provider BSI. He can be contacted via www.bsi.co.uk

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