Mastering The Art of Event Venue Design With Neda Tootoonchi

In the ever-evolving landscape of event planning, venue design stands as a cornerstone, influencing the overall success and experience of the event. Whether it’s a corporate conference, a wedding celebration, or a community gathering, the venue sets the stage for the entire event.

However, behind the scenes, event organizers often grapple with a myriad of challenges related to venue selection and management. From logistical nightmares to aesthetic considerations, overcoming these venue vexations is crucial for orchestrating seamless and unforgettable events.

In this event industry expert series, we asked Neda Tootoonchi to share her valuable insights on tackling common issues related to event venue design and management. She also shared some tips for effectively coordinating multi-venue events and navigating the delicate balance of meeting client expectations within the confines of various venues.

Neda Tootoonchi, Events Director at Falkenberg & Florence, brings a wealth of experience to the table. With a proven track record in crafting successful and memorable events, she specializes in the intricate art of venue finding and event production. Her passion lies in turning visions into reality, with an impeccable eye for detail.

– What are some of the most common challenges event planners face when it comes to venue selection and management?

Lack of communication and often not being able to see a venue in person ahead of the event, which is why using an agency has become essential for companies. We work as an extension of our client’s team and help them save time and money. They don’t need to navigate an endless venue database or wait days to get replies from venues.

Relationships with venues are key, and this is another reason why agencies can really help. We can get faster replies from venues and hotels due to our relationships with the global sales team and the volume of business we send across the UK and Europe. We travel twice a month to increase our venue database and continue to strengthen our relationships with venues and suppliers.

– How can event organizers balance the creative aspects of event design with the practical considerations of venue selection?

When selecting a venue, from the very beginning of the process, it is essential to consider your target audience and what you want to achieve from the event. This will dictate the type of venue you need.

Choosing a venue that already has decor in line with what you had in mind and matching invitations and goody bags, for example, helps. Every event tells a story, and you need a captivating narrative to keep your audience engaged.

Also, try not to go for really high-end venues if there isn’t a budget to match but choose instead a venue that allows you to maximise your budget.

– How do you navigate the intricate process of negotiating with venues, ensuring a win-win situation for both parties while upholding the quality and standards of the event?

As a venue-finding agency, we work with multiple clients across different industries and deliver, on average, two hundred events per year.

This allows us to negotiate better rates with our venues due to the volume of business we bring them whilst maintaining a really high standard of service. Venues know that an agency is more likely to use them again for different clients compared to direct clients.

When you are an individual client, it’s rare that you will use the same venue again or more than once a year, while as an agency, we can bring them multiple events throughout the year.

– Are there specific emerging technologies or innovations in event spaces that you find particularly exciting or foresee becoming integral to the venue selection process?

I’ve been working in this industry for over 23 years, and the thing that usually still goes wrong during an event is the same: AV.

Having a proper built-in AV and sound system and an in-house AV person on hand during the event has become essential. The same goes for the Wi-Fi. You’d be surprised how many high-end venues have very poor Wi-Fi.

– For events spanning multiple venues, what challenges arise in terms of coordination and cohesion, and how do you overcome these challenges to create a seamless and unified experience?

Consistency is challenging to obtain when you use different venues. There is also so much more room for misunderstandings and crossed wires.

Using a perfect event app/platform designed for your specific event is vital so that attendees can log in and access the most up-to-date info on the event, including seating plans, menus, floor maps, agendas, and directions.

– How do you balance client expectations with venue constraints when planning an event?

You need to be honest if expectations are unrealistic. Communication from the very beginning is essential so that everyone is on the same page.

The main issue at the moment is around costs. Here in the UK, for example, corporate clients often have the same event budget they had pre-lockdown, while venue hire, food & drink costs have massively risen due to a combination of the pandemic, Brexit, and inflation. 

– How have you seen trends in venue selection evolve over the years, and are there any emerging trends that planners should be aware of?

Team building, wellness initiatives, inclusivity, and sustainability take center stage in events. What people really want now is memorable and thoughtful experiences.

For more in the Events Industry Experts series, check out our interview with Jonathan Pritchard, Shawn Cheng, Olivia Preston-Lee, Patric Weiler, Shameka Jennings, Janice Cardinale, Courtney Stanley, Helen Moon, Danica Tormohlen, Ashley Brown, Jason Allan Scott, Brandt Krueger, Corbin Ball, Will Curran, and Stephan Murtagh today!

Are you interested in sharing your insights or viewpoints with the events industry? Join the Eva Talk.