“Memories that will last way beyond the contained hours of the event itself.”
Like everything else in this new millennium, the advent of social media and overall connectedness has an effect on the Events Industry. Whether a corporate event, a private party, wedding or an annual public gathering the event venue itself now holds the ultimate key to success. While traditional spaces are still a go-to in the industry, event planners have found that the quickest way to engage attendees is to think outside the proverbial function-room-box. Of late, event planners (whether by trade or personal choice) are turning to unique venues in order to create events that stand out from the crowd. This trend is transforming expectations and opening up the availability of unique and imaginative experiences.
It is, in fact, the experience that is the central tenet to this trend. People are looking for immersive type experiences. A study by Harris Group found that 72 percent of millennials would rather spend their money on experiences than on material items. Spending money on experiences can create a longer-lasting, more substantial payoff according to financial experts and it’s not just millenials who are in search of the ultimate encounter. It is precisely this interest in one-of-a-kind venues that is presenting an opportunity to transform underutilised and forgotten spaces into extraordinary settings for a number of events.
The right venue can evoke emotion, entertain, even communicate a message or brand all while setting the scene and influencing the attendee experience. Ambiance sets the mood, tone, quality, character and atmosphere. Even brick and mortar restaurants and hotels now take Instagrammable aspects into their interior design. Therefore the optimum event space should provide photo ops and immersive opportunities that lead those seeing the event through social media platforms to catch a bit of “FOMO”.
Opting for a unique location is also a great way to stimulate curiosity and generate extra buzz in the lead up to an event. Attendees will have engaged expectations and in some cases, this can also make an otherwise routine event suddenly media-worthy. Examples of singular event spaces include abandoned airport hangars, ice hotels, treehouses, an old farmhouse in the country, cinemas, as well as old prisons. Locales such as these offer event-goers a way to truly engage with one another and their surroundings and form memories that will last way beyond the contained hours of the event itself.
The success of platforms like AirBnB which offer guests an opportunity to stay in repurposed buildings, historical sites, sheep wagons and bamboo houses attest to a demand for these distinctive experiences. Venues such as these truly give an event an immersive edge over traditional four-walled locations that can seem stilted or rote. In addition to the tangible attributes of a venue, locations that offer an opportunity for significant creativity and variety in setting and decor are also gaining in popularity.
There have been new studies launched focused on how spaces affect human emotions, how users perceive and sense space as well as how a space might affect physiological comfort in humans.
Platforms like Sharecube partner with space owners offering the perfect space for a creative event, celebration, or even a short term pop-up, Sharecube makes it possible to gain short term access to previously inaccessible spaces which is disrupting the way people access and use space. Sharecube connects event planners to venues that have hitherto this point been inaccessible. These locations act as lodestone for the entire event and can provide the ideal showcase for a memory not soon to be forgotten.