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The Value of Attending Event Trade Shows as an Event Agent
Oct 7, 2024
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In the dynamic world of event planning, staying informed and connected is crucial to delivering the best solutions for clients. For event agents, attending event trade shows is one of the most effective ways to achieve this. From discovering new venues to reconnecting with existing partners, these events offer invaluable opportunities that go beyond what can be accomplished through online research or phone calls. Here’s why attending event trade shows should be a key part of a venue agent’s strategy.
1. Discovering New Venues and Innovations as an Event Agent
The events industry is always evolving, with new venues opening and existing ones being upgraded to cater to the latest trends. Trade shows offer a first-hand look at these new market entrants. For a venue agent, knowing what’s out there is vital to providing clients with the best possible options. By attending trade shows, you gain early access to information about upcoming spaces, unique features, and innovative layouts that might not be advertised yet.
Walking through the trade show floor gives you a sense of the atmosphere of each venue—something that’s hard to gauge online. From boutique hotels to expansive event halls, trade shows are the perfect place to compare the different offerings, see how venues present themselves, and get a feel for their potential. This type of knowledge is invaluable when recommending the right space to meet a client’s specific needs and vision.
2. Building and Maintaining Relationships with Venue Representatives
Relationships are at the core of the events industry. Attending a trade show provides the perfect setting for reconnecting with venue representatives and nurturing these relationships. Over time, maintaining a strong connection with venue contacts can result in exclusive perks for your clients—whether it’s first pick on available dates, flexibility on pricing, or personalised services.
Meeting face-to-face allows for more meaningful conversations compared to emails or phone calls. It’s a chance to discuss how the venue is evolving, what changes are being made, and how those updates could align with your client needs. Venue representatives also appreciate the effort of meeting in person, and that personal connection can often translate into better working relationships.
3. Understanding the Latest Trends and How Venues Adapt
Event trade shows are not just about venues—they are also a showcase for the latest trends in event technology, sustainability, and guest experience. As a venue agent, it's essential to understand how the market is shifting. Are clients looking for more eco-friendly spaces? Are hybrid event capabilities becoming the norm? Which technological advances are shaping the attendee experience?
Trade shows offer the opportunity to see how different venues are adapting to these trends. Venues often display their latest technology, such as integrated AV solutions, networking tools, or sustainable initiatives. By witnessing these developments first-hand, you’re better equipped to provide clients with venues that align with their expectations and goals for their event.
4. Gaining Inspiration and Creative Ideas for Clients
Seeing venues set up and presented at trade shows also sparks creativity. It’s one thing to read about a venue’s capacity or features, but seeing the space creatively transformed for different types of events can inspire new ideas. Maybe it’s a specific décor theme that works perfectly with a venue’s character, or a unique seating arrangement that could make an event stand out—trade shows are a treasure trove of inspiration.
This hands-on exposure means you can offer more to your clients. You can speak confidently about not only the practical aspects of a venue but also how it can be used in imaginative ways to bring their vision to life. Your clients will appreciate the insight that goes beyond brochures and websites, showing that you truly know how to maximise the potential of each venue.
5. Building Partnerships and Networking Beyond Venues
Finally, event trade shows are about more than just venues. They provide an opportunity to connect with other suppliers, from caterers and AV companies to entertainment providers. This holistic networking helps you build a comprehensive event planning service for your clients. Knowing which vendors work well with specific venues can enhance the overall event experience, and these connections often lead to better deals and reliable partnerships.
Conclusion
For a venue agent, attending event trade shows is much more than a chance to gather brochures and business cards—it's an opportunity to discover new venues, strengthen relationships, understand trends, and be inspired. It’s about staying ahead of the curve and ensuring that the recommendations you provide to clients are the best they can be.
By prioritising trade shows as a key part of your annual calendar, you not only expand your knowledge base but also reinforce your position as a knowledgeable and well-connected partner in the events industry. Whether it’s finding a hidden gem of a venue or reconnecting with a trusted contact, attending trade shows is an essential part of being an effective and proactive venue agent.