With Christmas fast approaching, venues are gearing up for a busy festive season. As a London venue consultant, we know that securing Christmas bookings can make a significant impact on your revenue. To help you attract clients and fill your venue's calendar, we’ve compiled some key tips on how to craft your packages, set competitive pricing, and comply with budget guidelines.

1. Create Festive Packages That Appeal to Various Audiences

Crafting a range of Christmas packages is essential for attracting different types of clients, from corporate gatherings to private parties. As a strategic consultant, we recommend offering tiered packages that provide flexibility and variety. Here’s how to approach it:

• Standard Package: Offer a simple, cost-effective package that includes essentials like venue hire, basic decorations, and a festive menu. This option caters to smaller companies and private groups who want a no-fuss celebration.

• Premium Package: For those looking for a more upscale experience, include extras such as a drinks reception, live entertainment, and bespoke decorations. You can also offer a choice between a three-course meal or buffet to suit different preferences.

• Customised Package: Provide the option to create a bespoke package that allows clients to select elements from a menu of services, ensuring their event meets their unique requirements.

Keep the packages simple and ensure you have allowed for standing and seated events (venue dependent) to maximise your market.

2. Set Your Pricing with the £125 + VAT Limit in Mind

When creating your Christmas packages, it’s crucial to be aware of the HMRC's £150 per person (including VAT) tax-free limit on staff entertainment. To avoid clients incurring additional taxes, aim to keep your per-person pricing at or below £125 + VAT. Here’s why this is important:

• Tax-Free Entertainment: Under UK tax rules, employers can spend up to £150 per head on an annual event, such as a Christmas party, without it counting as a taxable benefit. However, if the cost exceeds this limit, the entire amount becomes taxable, which can deter potential bookings.

• Why £125 + VAT?: Setting your price at £125 + VAT ensures the total cost, including VAT, remains under the £150 threshold. This pricing strategy makes your venue more appealing to businesses looking for a hassle-free and tax-efficient booking option.

We do understand that in the current marketplace in Central London achieving these rates may seem unrealistic. But if you can offer a starting package at this price as a minimum it will open you up to a larger market. Always also remember economies of scale: depending on the size of your venue it might be worth considering offering a sliding scale based on the guest numbers.

3. Offer Early Bird Discounts and Flexible Payment Plans

Encouraging early bookings can help secure your venue’s calendar well in advance. Consider offering an early bird discount for clients who book by a specific date. Additionally, providing flexible payment plans, such as a deposit system, can make it easier for clients to commit to larger packages without financial strain.

Whilst some venues will now consider this late booking, others may still be in the early bird phase. Depending on the lead time of your Christmas bookings never be scared to flex and promote alternative pricing to ensure that you sell all of your dates.

4. Add Value with All-Inclusive Packages

All-inclusive packages are highly attractive as they simplify the planning process for clients. Include key elements such as:

• Venue Hire: Specify the hours included in the package and any additional fees for extended time.

• Food and Beverage: Include a selection of festive menus with options for dietary requirements.

• Decorations: Offer standard festive décor, and let clients add enhancements if desired.

• Entertainment: Incorporate entertainment options like DJs, live music, or photo booths.

By bundling these elements into one package, clients can avoid the complexity of coordinating multiple suppliers, making your venue the one-stop solution for their Christmas party.

5. To Secure More Christmas Bookings Highlight Your Venue's Unique Selling Points

As a London venue consultant, we know that every venue has its unique charm. Make sure to showcase what sets your space apart, whether it’s a stunning city view, a historic ambiance, or state-of-the-art AV equipment. Use these features in your marketing to appeal to clients who are looking for a memorable and unique Christmas party setting.

6. Promote Exclusivity and Limited Availability

Create a sense of urgency by highlighting the limited availability of prime dates in December. Exclusive-use packages or private dining rooms can be particularly appealing for clients who want a more personalised and intimate event.

We all know that everyone will want the first two Thursdays in December and these can go at a premium if you are offering flexible pricing per date. If a date if gone, work with the client to offer alternative dates that could also work for their event and don't just shut the enquiry down.

Making agents and key clients aware of the dates you do have left if often a good strategy at increasing enquiries on these dates. It is also probably the only time you will hear me say this, but try where possible to not hold dates for clients unless they have gone to contract. So much business can be lost by holding dates for clients and agents that never confirm but people are not willing to take 2/3 option on them.

7. Leverage Strategic Partnerships

Consider partnering with local suppliers, such as caterers or entertainment providers, to enhance your packages. This not only adds value for clients but also allows you to create a seamless experience that sets your venue apart from others.

Look at your audience for Christmas. If you are lucky enough to have large corporates with in-house event managers running the events it can make it easier; however a lot of venues for not have this and they find themselves dealing with people who do not have experience at setting up or running events. Make it easy for them and offer a package as they will not know where to go for catering, entertainment, theming etc. Partnering with a trusted caterer like The London Kitchen can increase sales and make your venue more attractive.

Final Thoughts

Securing Christmas bookings is all about offering attractive, well-priced packages that cater to your clients' needs while keeping their budgets in mind. By following these tips, you can position your venue as the go-to choice for festive celebrations, ensuring a fully booked and successful season.

Ready to optimise your venue's Christmas bookings? As a strategic consultant, we’re here to help you tailor your packages and pricing to meet market demands. Get in touch with us today!