Site surveys are a vital part of building an engaging event experience for your audience. More than a simple inspection, they provide an opportunity to dig into the core nature of a prospective venue, allowing you to see the space’s full potential—and potential drawbacks—before signing on the dotted line. A frank evaluation of these factors lets you tailor the environment to your participants’ needs, creating a higher value experience for you and your attendees.
Identifying Obstacles
Curated photos and online descriptions can only tell you so much about a venue under consideration. Remember that any information from brochures and company websites is presented through a marketer’s lens, highlighting attractive features, and obscuring any downsides. Rooms that appear open and spacious in staged photos may quickly become cluttered and crowded once set pieces and seating are factored in. The truth will only reveal itself when you walk the space in person with a critical eye.Consider these factors when evaluating a space’s architecture:
- Sight: Do any physical features (e.g., support columns) block line of sight to particular areas? Can video screens or monitors compensate for obscured sight lines? Are there windows or skylights that provide natural light during daytime sessions? Will they need to be covered to keep screens and projectors from being washed out or will you need to switch to a LED wall? Will supplemental lights be necessary to throw focus or create the atmosphere that you want
- Sound: How much acoustic bounce do you get from the walls, floor, and ceiling? Are there loud streets or trains outside your space (or a dance club above you) that will cause issues or old leaky airwalls that will bleed in sound from the meeting next door? Will you need baffles or heavy scenic drape to keep the room from degenerating into a cacophonous mess? Where are the best spots to set up speakers and mixing equipment or even the stage and audience to minimize these issues?
- Access: Are accommodations easily made for guests with physical disabilities (older/historic venues may not be bound by accessibility requirements)? Are smaller breakout rooms available close to your primary space, or will you need to adjust agendas for longer transition times between plenary sessions and smaller group activities? Are there access issues that may complicate loading in set pieces and equipment or choke points (like limited or slow elevators) that will cause issues for the audience?
Unveiling Opportunities
The value of site surveys extends beyond simply triaging a location’s flaws. Stepping into the space with an open and receptive mind can release a wellspring of creative inspiration. As you walk through the venue, look for interesting or unconventional ways you can use the area’s features and idiosyncrasies. Natural areas of light and shadow can create ambiance or direct focus. Alcoves and recesses can be used for dramatic reveals or allow for engaging digital signage and scenic elements. Open walls or frosted glass allow for projection of thematic elements. The only limits are your imagination (and perhaps your budget).
A site survey for a pharma event we produced in Austria revealed that for the plenary space the only approach to the ballroom was through a long, window-lined corridor. As we toured the space, a flash of insight hit us, and a dramatic, environmental set piece was born. On the day of the show, heavy drapes covered up the windows and B&W images of patients lined the corridor. As guests walked through to the opening session, they were immersed in a gloomy, claustrophobic atmosphere, an environmental metaphor for what patients with untreated disease experience. Then when the participants walked back through after the session, the B&W pictures had been removed and the drapes drawn back to reveal a bright, window-filled corridor with window clings featuring expansive outdoor scenery and large color images showcasing patients living their best lives. The effect was profound, highlighting the transformative potential of the treatments discussed at the event. Entering a new space with a curious mindset can open the floodgates of revelation and inspiration, opening up a world of possibilities for deeper engagement in service of your event’s objectives.
The Bottom Line
Speaker-on-a-stage, lather-rinse-repeat may get the job done, but it offers little to impress your audience. To get a strong ROI and create any meaningful impact on your guests, you need to maximize the potential of every element of your event, including the venue you choose. Site surveys are a critical tool for assessing the strengths and weaknesses of a given space and unlocking creative inspiration that drives high impact experiences for participants.