Putting on a great event for a good price

Eight ways to stretch your budget and create a memorable event

Mar 1, 2012

by Jessica Patterson

The economy may not be scorching just yet, but it is starting to heat up. If you’re responsible for planning a meeting or convention, that means the costs associated with hosting it are also on the rise. But with the right amount of planning and a bit of flexibility, you can put on a five-star event at a three-star price. “You’ve got to be smart about it,” says Renée Worrell, the communications manager at the Edmonton Economic Development Corporation. “Just because you spend wisely doesn’t mean you have poor quality.”

Illustration Pete Ryan

With that in mind, we highlight nine things you can do to keep your costs in check.

1	Have a Plan Don’t assume that you can wing your event just because it’s not taking place at the Telus Convention Centre. David Howard, the president of The Event Group in Calgary, says no matter how big or small your event is, a plan of attack will always make it better. “First and foremost, you need to do your homework on what you’re talking about,” he says. What do you hope happens at the event? What do you hope to discuss and what do you hope people will take away from it? Doing some pre-emptive planning at the outset can prevent you from spending your time going in circles the day before the event.

2	Be Flexible With Times and Dates The biggest shoulder season for hotels operating in or around the Rocky Mountains is October and November. “It’s that transition between summer and winter activities, and you can definitely find some deals around that time,” says Travel Alberta’s Brian Slot, the director for meetings, conventions and incentive travel. There are also good possibilities between January and April. “If meetings are held Monday to Wednesday, you can really get some great rates in the mountain areas,” Slot says. If you’re looking to host an event in a city like Calgary or Edmonton, you won’t have the luxury of a shoulder season. That said, there are days of the week on which prices tend to drop and availability tends to rise. Look to book Thursday through Saturday for the best deal.

3	Do It Electronically Use email to send invitations and questionnaires and to receive feedback. This is not only a cost-saving mechanism – by communicating with your group or audience online, you can make your event more efficient and focused. Surveying people via email prior to the meeting helps you get feedback so you can be better prepared to meet your goals. “By the time you actually have the event, you know exactly what your group wants to talk about, what they don’t want to talk about, what they hope to achieve and to take away from the event,” Howard says.

4	The Venue Choosing a little-known destination can save you money. “We’re talking about Alberta,” Howard says. “You can find a unique spot that is off the beaten path. You can find horse ranches, hiking and skiing places. We live in God’s country and there are some amazing places to discover.” If you want an experience similar to one you’ve had before but at a lower price, try to find a character location. If your team usually goes to Banff Springs Hotel but you need to cut that back, try the ski hill at Sunshine, instead. “You’re up on top of the hill, everyone’s together and it’s about a third the price of the Banff Springs, but you’re still giving that once-in-a-lifetime experience,” Howard says.

5	The Entertainment Do you really need a live band for a corporate event? Bands can be a real drain on the wallet and can create awkward social situations, to boot. “It’s a work function; who’s going to dance with whom?” Howard asks. “At a work function, people aren’t going to kick off their shoes and go dance.” Entertainment can be as simple as throwing an iPod into the overhead and having background music or hiring an improv act to help fill in the evening.

6	Eat, Drink and Be Frugal Advertisement Another way to cut some big expenses is to reconsider the menu. “You don’t have to have a soup, a salad, a main and a dessert. That’s overkill,” Howard says. “The typical chicken dinner is about a third the price of a salmon or a beef entree. And do your diners especially care?” Free booze is a luxury and one of the most expensive things on the menu. “You don’t have to supply alcohol for your guests,” Howard says, “and you start to save yourself a lot of liability issues and insurance when you’re not giving away free drinks.”

7	Take It Small-Town As far as trends in convention planning go, small-town venues are increasingly popular. They can be easier on the wallet, too. “Small towns definitely offer some reasonably priced hotels, and you’ll probably see that their food and beverage prices will be lower, as well,” says Slot. Small-town venues are often appropriate for event organizers looking for day trips and getaway experiences. One such conference experience can be found in Jasper each April, when the Alberta Library Conference comes to town. “We started going there because the rate was just fantastic,” says Christine Sheppard, the executive director of the Library Association of Alberta and conference co-ordinator. “Everyone loved it so much our members asked us to go there every year.” And they have, for 35 years. The rate is still good, and it’s a great bonding experience for delegates. “You go to the pool and there are people there you know and they’re all from the library world so you can chat with them about things,” Sheppard says. “It’s like having your own small town inside a small town.”

8	Swag You don’t need a gift for everyone who comes to the meeting. Save some money on the swag because the trinkets you’re giving out will probably make their way to the next garage sale anyway. “Everyone always thinks you have to leave with something and that’s not necessarily the case,” Worrell says. “People don’t always need to have tiny knick-knacks.” It’s the experience that really matters. “If you’ve built a lot of entertainment or interactive activities into your conference, people will have those take-home memories,” she says.