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VENUE GOALS:

1. Maximize venue rental revenue

2. Streamline and control vendor variables (caterer, coordinator, florals, DJ, etc.)

3. Little to no added work on existing venue staff

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  • Existing venue name and operation (ex: confusion if they can book venue, since it may also operate as a club or other private space)

WHAT'S THE PROBLEM?

Barrier #1 -

LOOKING FOR LOVE AT FIRST (venue) SITE

The client barriers to booking a venue are the same for every venue:

  • What does it look like?

  • What does it cost?

Barrier #2 -

THE "DOWN-SELL"

Outside of those traditional venue barriers, each venue will have its own unique "down-sell" items that naturally deter the client from booking, such as:

  • Location

  • Poor reputation of existing business

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  • Possible negative connotation of existing business as it translates to client's wedding (ex: "stuffy club" or "may smell like a farm" or "if a restaurant I'll be sharing space with the public" etc.)

  • Does the existing look and feel of current business/venue "translate" in the client's mind to what they want their wedding to represent - both to themselves and to their guests?

  • Confusion of offerings, operations what the inquiry, planning and event experience will be.

Barrier #3 -

"I HAVE TO DO WHAT???"

The less the venue provides in-house, the harder the first two barriers are to overcome:

                          

  • Infrastructure: rain cover, lighting, electrical, restrooms, tables, chairs, catering kitchen and parking

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  • Catering: food, bar, wait staff, plates, silverware, stemware and bar

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  • Design & Planning: Coordinator, DJ, photo booth, linens/napkins, flowers, candles, signage, wedding cake etc.

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THE ART, SCIENCE AND SOLUTION

PIPER AVENUE SERVICES:

Barrier #1 -

SOLD!  FOUND LOVE AT FIRST (venue) SITE

Don't let the client get to barriers #2 and #3.

Sell them right from the point of inquiry by creating a fully packaged wedding venue brand, answering those original questions of "what does it look like" and "what does it cost" without the down-sell venue features and infrastructure, catering and design/planning variables.

Barrier #2 -

THE "UP-SELL"

Identify target market, and create a unique wedding brand reframing and rebranding the problem areas of the existing operating business with a precision approach to closing the sale, consulting on:

  • Venue name and logo

  • Photos and video tour

  • Streamlined inquiry, sales and booking funnel

  • Pricing structure

  • Speed of information delivery - availability, inquiry info, schedule site visits, etc

  • Strategic event flow - ceremony, reception, dancing, parking, set up/strike etc.

Barrier #3 -

MAKE IT EASY!

  • ​Infrastructure: Consult on venue operations, and what can be owned/operated and brought in-house

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  • Catering: Consult with in-house or 3rd party caterer to design a catering concept specific to venue needs and target client demographic, with all-inclusive food, bar, wait staff, catering kitchen and place settings.

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  • Design & Planning: Consult with third-party coordinators to design wedding packages that sell what's provided within the venue and catering, but also beyond, filling in the gaps of what venue and caterer can't provide - Coordinator, DJ, photo booth, linens/napkins, flowers, candles, signage, wedding cake etc.

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