-
Hotel Revenue Streams: Maximize the Potential of Hotel Function Spaces – By Heather Apse – Image Credit Tripleseat
Banquet sales are a key part of a hotel’s or unique venue’s success, covering everything from weddings and corporate meetings to private parties and conferences. To get more bookings, it’s important for hotels, banquet halls, and special venues to have a clear and friendly approach. We’ve gathered some best practices to improve your sales game and win more event business. Plus, we chatted with Russell Simon, sales director at Upstairs Atlanta, about the methods his business uses to increase banquet sales.
1. Showcase Your Event Space
Your venue can host more than just weddings and corporate events. Highlight its potential for birthdays, anniversaries, baby showers, and even unique-themed parties. Create diverse marketing materials that showcase how beautifully your space can be transformed for different events. If you can, include both empty venue photos and event photos filled with guests to include on your website and social channels. A 3D venue walkthrough is another way to put the spotlight on your event space so customers can envision their party at your venue.
Whether it’s a stage that can host a live band or your location that has a killer view of the skyline, capitalize on that unique element and run with it. “Upstairs Atlanta has a lot of character and personality with its Edison bulbs, exposed brick walls, and signature cement bar top,” said Simon. “Yet, it’s still enough of a blank canvas to allow any client’s vision to be brought to life. This ability has allowed Upstairs Atlanta to serve as a venue for all types of events, a benefit that a lot of venues don’t have.”
2. Offer All-Inclusive Packages
Simplify the planning process for your clients by offering all-inclusive packages. Include catering, décor, entertainment, and even a day-of coordinator. Clients are more likely to book when they see that you can handle every aspect of their event, reducing their stress and workload.
For example, let’s say a couple is planning their wedding. Instead of having them coordinate separately with a caterer, a decorator, and a DJ, you offer a comprehensive package that covers all these aspects. Here’s how you can structure it:
- Catering: Offer a variety of menu options, from a three-course plated dinner to a buffet or family-style meal. Include options for hors d’oeuvres, dessert stations, and late-night snacks.
- Décor: Provide a selection of themed décor packages, such as rustic chic, modern elegance, or vintage glamour. Include table settings, centerpieces, lighting, and even custom backdrops.
- Entertainment: Partner with local DJs, live bands, or even unique entertainment options like photo booths or caricature artists. Ensure that these services are seamlessly integrated into the event timeline.
- Day-of Coordinator: Assign a dedicated event coordinator to assist with the planning process and manage the event on the day. This coordinator will ensure that everything runs smoothly, from the setup to the tear-down, allowing the couple to enjoy their special day without any stress.
3. Personalized Follow-Up
After a client shows interest or visits your venue, follow up with a personalized email or phone call. Address their specific needs and concerns, and offer tailored solutions. This personal touch can make a significant difference in converting inquiries into bookings.
For instance, imagine a corporate client has visited your venue to consider it for their annual gala. After the visit, you send a personalized email:
Subject: Thank You for Visiting [Venue Name] – Your Ideal Venue for the Annual Gala
Dear [Client’s Name],
It was a pleasure to meet you and show you around [Venue Name]. We truly appreciate your interest in hosting your company’s annual gala with us.
Based on our conversation, I understand that you are looking for a sophisticated and elegant setting with excellent audio-visual capabilities and gourmet catering options. I wanted to share a few tailored suggestions to ensure your event is a resounding success:
- Venue Setup: We can provide a grand ballroom setup with elegant round tables, Chiavari chairs, and customizable lighting to match your company’s colors.
- Audio-Visual Services: Our state-of-the-art AV system includes multiple screens, wireless microphones, and a professional technician to manage the setup and operations throughout the evening.
- Catering: Our chef has curated a special menu that includes a selection of hors d’oeuvres, a three-course plated dinner, and a dessert station. We can also accommodate any dietary restrictions your guests might have.
- Entertainment: We have partnerships with several local bands and DJs who can provide live music or a DJ service tailored to your event’s theme.
I would love to discuss these options in more detail and answer any questions you may have. Please let me know a convenient time for a follow-up call or meeting.
Looking forward to the possibility of hosting your event at [Venue Name].
Best regards,
[Your Name]
Event Manager, [Venue Name]
[Contact Information]
This approach shows your attentiveness to their needs and demonstrates that you are committed to making their event a success.
4. Show Off Your Event Menus
Whether your private event space offers food in-house or you work with caterers, make sure to mention that to your customers. If you’re a restaurant, include examples of your special event menus on your website. If you work with outside caterers or have a preferred caterers list, consider linking to their menus or sites so they can get a feel for those offerings as well. Prospects almost always ask about food options when they tour venues, so having this information easily accessible will make the booking process that much faster.
“While we don’t have an exclusive catering option or menu, we do have a preferred catering list,” Simon said. “Our preferred catering list includes some great special events catering companies and awesome Atlanta-based restaurants. Food is a very important part of an event or celebration so our preferred catering list contains top-notch professionals and companies that deliver exceptional customer service and delicious food! Upstairs Atlanta hosts many diverse events, therefore it is important that our preferred catering list represents a variety of cuisine to cover the multitude of palettes that our clients have.”
5. Seasonal and Off-Peak Discounts
Offer special discounts and packages to encourage clients to book during off-peak times. Seasonal promotions can help fill up dates that are typically slower, maximizing your venue’s usage throughout the year.
To make this work, create attractive off-peak packages with added perks like complimentary upgrades, extra amenities, or extended hours at no extra cost. Share these deals on your website, social media, and email newsletters to reach as many people as possible. Partner with local vendors to offer bundled deals that add even more client value. For instance, a winter wedding package could feature discounted rates on photography, floral arrangements, and catering. Keep your promotional calendar updated and highlight these offers to keep potential clients interested and encourage bookings during slower times. By filling your calendar year-round, you can ensure steady revenue and maximize your venue’s potential.
6. Upsell Additional Services
Maximize revenue by offering additional services such as custom décor, specialty cocktails, or live entertainment. Train your sales team to identify opportunities for upselling and to present these options to clients in a compelling way.
To truly boost your venue’s revenue, think about adding extra services that make events even more memorable. Imagine offering custom décor that perfectly matches the client’s theme, or crafting specialty cocktails that add a unique touch to the celebration. Live entertainment, like a local band or a talented DJ, can also make events unforgettable.
Your sales team plays a crucial role in this process. Make sure they’re well-trained to spot opportunities for upselling. Equip them with the knowledge and enthusiasm to present these additional services in a way that excites clients. Role-playing scenarios can be a fun and effective training tool to help your team feel confident in suggesting these extras.
When presenting these options to clients, focus on how these services can enhance their event and create lasting memories for their guests. A personalized touch, like a custom cocktail named after the couple getting married or a décor theme that reflects the company’s brand at a corporate event, can make all the difference.
By offering and effectively selling these additional services, you not only increase your venue’s revenue but also enhance the overall client experience, making your venue the go-to choice for exceptional events.
7. Make Your Clients Feel Special
As an events industry pro, you’re not just in the business of managing stellar events. You’re also there to tend to your client’s needs to ensure their event goes off without a hitch. Everyone likes to feel special, so what’s something creative you can offer your clients that will encourage them to have their banquet in your space?
“At Upstairs Atlanta, we believe in going the extra mile for our clients,” said Simon. “One way that we do so is by allowing our clients have access to our Treasure Room, which is a room filled with decor items that can be incorporated into their events if they desire. The Treasure Room has candle votives, vases, and other decor props that our clients can use free of charge.”
8. Leverage Social Media
Social media is your best friend when it comes to showcasing your venue’s potential. Regularly post high-quality photos and videos of past events on platforms like Instagram, Facebook, and Pinterest. Don’t forget to use engaging captions and relevant hashtags to reach a broader audience.
Think of your social media profiles as a digital portfolio that highlights the best your venue has to offer. Share stunning photos of beautifully decorated banquet halls, happy guests enjoying their time, and special moments from various events. Videos can be even more impactful, capturing the ambiance, energy, and excitement of events held at your venue.
Consistency is key, so make sure to post regularly to keep your audience engaged. Use engaging captions that tell a story or highlight unique aspects of each event. For instance, share a fun fact about the wedding couple, a testimonial from a satisfied client, or behind-the-scenes snippets showing how your team brings events to life.
Hashtags are essential for expanding your reach. Use popular and relevant hashtags like #EventVenue, #WeddingReception, #CorporateEvents, and specific location tags to make your posts discoverable to a wider audience. You can also create a unique hashtag for your venue to encourage clients to tag their own photos and experiences.
Engage with your followers by responding to comments and messages promptly. Show appreciation for positive feedback and address any questions or concerns with a friendly and helpful attitude. Collaborate with local influencers or event planners who can help promote your venue to their followers, providing an extra boost to your social media presence.
9. Partner with Local Vendors
Build relationships with local florists, photographers, DJs, and other vendors. Cross-promotion can be mutually beneficial. Create a preferred vendor list to offer clients, making it easier for them to plan their event and increasing the chances that those vendors will refer clients to you.
Building strong relationships with local vendors is a game-changer for your venue. Start by reaching out to talented florists, photographers, DJs, caterers, and other event professionals in your area. Attend networking events, local trade shows, or even host a mixer at your venue to get to know these vendors personally.
Once you’ve established these connections, think about ways you can support each other. Cross-promotion is a fantastic strategy where everyone wins. Share each other’s work on social media, collaborate on blog posts, or create joint promotions that offer clients a discount when they book services from your network of vendors.
Creating a preferred vendor list is another great idea. This list can be a valuable resource for your clients, helping them find trusted professionals who can make their event special. Include various options in each category, so clients can find the perfect match for their style and budget. You might feature a florist known for stunning, elegant arrangements, a photographer with a knack for candid shots, and a DJ who keeps the dance floor packed all night.
By recommending these vendors, you make the planning process smoother for your clients. Plus, these vendors will be more likely to refer their clients to your venue in return, knowing they’re part of a supportive and reliable network. You could even offer referral incentives, such as a discount on future bookings or a small commission.
10. Ask for Referrals
However big the private events industry may seem, it’s actually a pretty small world. That’s because there’s a lot of networking involved when you work with potential clients and vendors. Take advantage of these professional relationships and ask for business referrals from both vendors you trust and happy clients through email or in person. Getting guest feedback, taking advantage of social media, and asking for online reviews can help spread the word about your business.
“Our marketing is the driving force for leads, which we then convert leads to sales,” said Simon. “We’re represented on many event venue websites, and we have a strong social media presence where we interact with prospective clients. Our most successful method of marketing has been, without a doubt, word of mouth. We have received many referrals from those that have previously had events at Upstairs Atlanta as well as from special event vendors and industry insiders!”
11. Host Open Houses and Tasting Events
Offering a tasting class at your venue can be a powerful strategy to boost banquet and event sales by providing potential clients with a firsthand experience of your offerings. This immersive approach allows attendees to sample a variety of dishes all within your event space. Showcase the quality, presentation, and flavors that your venue can deliver. By engaging their senses, you create a memorable and persuasive experience that words or photos alone cannot achieve. This direct interaction with your menu can build trust and excitement, making it easier for clients to envision their event at your venue and feel confident in the culinary experience they will offer their guests.
Additionally, tasting classes provide an opportunity to highlight the versatility and customization options available for different events. By demonstrating the range of your culinary capabilities, from gourmet hors d’oeuvres to elaborate multi-course meals, you can cater to various tastes and dietary requirements. This not only differentiates your venue from competitors but also positions you as a versatile and accommodating choice for any type of event.
12. Go After Repeat Event Business
The easiest way to increase your bottom line and boost banquet sales? Work smarter, not harder. Send past customers who booked with you this time last year an email and see if they’d like to start a tradition by doing the same this year. You can even offer them an incentive, like a free bottle of champagne or a small discount. This also helps customers scrambling to find a venue for their annual corporate event or holiday party. “Our strategy for booking repeat clients is fairly simple — it’s to provide such a phenomenal level of service that clients have no desire to go elsewhere,” said Simon.
13. Make the Booking Process Easy for Clients
The easier for someone to book an event at your venue, the more likely you are to close the deal.
“Event management software, specifically Tripleseat, plays a vital role in increasing banquet sales,” said Simon. “We strive for efficiency, and Tripleseat allows that for our clients, which is a huge benefit for us. From the client’s perspective, they love how simplistic and user-friendly Tripleseat is.”
Comprehensive event management software, like Tripleseat, makes it easy for businesses hosting events with superb functionality including 3D floorplans, BEOs and proposals, secure online payments and more.
“Planning an event can be a daunting task,” Simon said, “so it’s nice that, with our event management software, we get to make our process easy for the client.”
Upstairs Atlanta hosts roughly 240 events a year, from weddings to corporate workshops. Their secret? Implementing all of the above tips and putting their clients first.
“Just as we have with the sales side,” said Simon, “Upstairs Atlanta has placed an emphasis on the operations side to deliver a stellar customer service experience while making sure that our venue exceeds the clients’ expectations.”
Now that you know how to increase event and banquet revenue, find out how Tripleseat can help you streamline your private events program! Schedule a demo at your convenience to take a closer look.