2 reasons for event organizer considering unique venues

As the COVID-19 pandemic spread around the world, offline events disappeared or turned into online gatherings using technologies such as Zoom, Teams, and virtual reality platforms. MICE industry, a traditional offline business based on gathering business people, is absolutely damaged by this pandemic. Especially convention centers and hotels are struggling in management as online events don't need to use offline venues.

However, as people go online instead of real world, non-traditional venues such as museums, galleries or old castles are more welcomed for event places. Why do event organizers love these unique venues for their events? Here are 2 reasons for this question.

Seeing the venue as a reflection of event's business goals

In 2012 Facebook(Meta) bought Instagram as it was a threat to Facebook business. As we know Instagram is more attractive than Facebook in terms of photo and video quality, so people love to go 'Insta-worthy' place for posting them nicely.

This online media driven trend gives an impact not only for individual but for MICE visitors also after Covid-19. As we can access Zoom for seminars or trade show meetings, MICE organizers should answer for the question why people should go offline venue even though online meeting is possible. Definitely the answer is people go there if the venue gives a special experience. MICE visitors will participate offline events if the contents and venues are attractive worth visiting. It means they see the venue as a reflection of event's business goals.

Shanghai Tower, for example, is the 2nd tallest building in the world, and the height is a competitive advantage for MICE organizers when opening corporate vision announcement ceremonies there. Event organizers are absolutely choose this venue as it gives to participants the feeling that we could be a top in our industry when they are on the tallest building.

Not only check on amenities and costs but also how the venue feels to you

Last year I had a chance to consult Korea Furniture Museum(KFM), which is a beautiful traditional Korean style house exhibiting classical furniture. When I was visiting there, I concluded that it is not good in terms of MICE venue marketing because KFM has many regulation for renting it as an event place. For example, MICE organizers can't use rigging system for hanging banners and visitors should wear formal suit or dress when they participate.

However I got to know that luxury brands love to use KFM as their show case venue even it's unkind and difficult rental manual. In fact people buy luxury brands not only for its luxurious image but also for its heritage and stories of brands. Louis Vuitton(LV), for example, use KFM for its brand marketing events because KFM reflects LV's heritage and classical brand image based on the venue's stubborn management style.

Corporate brands and event organizers select venue based on how the venue feels to participants, not for the amenities and costs. It means marketing is changing from selling products to buying experience as online platform grows rapidly.

These 2 reasons as mentioned above give us an insight that venue's personality should be evident in every aspect of marketing. And of course this trend will be more strengthened as on-off mixed sales platform grows continuously.