It’s make or break decision time. Your boss has asked you to set up the conference of his dreams. It must be professional, informative, technically slick, leaving the delegates with their minds expanded, their morale boosted, and their professional abilities broadened.
At the same time, especially in the current challenging business climate, it needs to feel like a bit of a treat in relaxing, even luxurious, surroundings, allowing your colleagues to walk away feeling the company values their hard work and skills.
So, you sit at your desk, skipping through venue websites and publicity brochures, and wrestling with that eternal PA question – conference centre or country house hotel?
‘It can be a tough call, with a lot of variables to take into account,’ says 2010 Hays and The Times PA of the Year Laura Richardson. ‘You really need to weigh up all your options and have a very clear idea of the type of event you’re planning and what you want to achieve from it.’
To help you find the perfect conference venue, we talked to people from a conference centre, a top hotel and an event organiser to find out what each has to offer prospective delegates.
Roffey Park Institute Horsham, West Sussex
‘We’re a purpose-built, dedicated conference centre,’ says Jayne Darling, Roffey Park’s venue sales executive. ‘That’s our core business and so our facilities are totally geared up to looking after people taking part in corporate events.
‘It’s easy to underestimate what that means in terms of the advantages we have over many hotels that are also simultaneously catering for everything from dinner dances to weddings.
‘We’re not open to the public, so only delegates will be in the building throughout the conference, giving the whole proceedings a professional, focused atmosphere. It also means our attention is completely on the conference delegates’ requirements, rather than having half our minds on the evening dinner guests, or setting up afternoon tea. That focus extends to personal service, ensuring everyone has a name badge on arrival, or that our chef personally discusses any special dietary requirements with individual delegates.
‘Our meeting rooms are designed to be well lit and have specialist ergonomic chairs and lumber-support cushions to ensure maximum comfort. Meetings in hotels are often held in a room that doubles as a banqueting room or ballroom, so lighting can be variable and the delegates often sit for long periods in uncomfortable chairs.
‘Our AV suite is a permanent space with state-of-the-art data projectors and screens, with no pillars obscuring views and careful thought given to seating and lighting.
‘We offer full AV and IT support, with a professional always on hand to deal with that awful moment when the memory stick decides to give up the ghost at a vital stage in the proceedings.
‘In the current economic climate, training and conferences are a substantial investment and often the first things that are cut, unless they’re seen as delivering value for money.
‘So it’s vital that your conference isn’t seen as some sort of jolly. There’s always the danger that the event at the country house hotel will be remembered far more for the location than the content.
‘A recent study by Conference Centres of Excellence showed that delegates attending events in specialist venues retained 10-15% more information. Having said that, look for a conference centre that offers some nice outside space and leisure facilities too. There are plenty, like us, that have grounds where you can get away from the hothouse atmosphere for a spot of contemplation.’
Conference centres: The pros & cons
FOR
• Specifically designed, one-purpose venues whose main/sole business is corporate events and training
• Top-of-the-range permanent AV facilities
• Many have on-site parking
• Most have good transport links due to central location
• Often have access for heavy or large equipment
AGAINST
• Can have rather ‘clinical’ training and theatre rooms
• Sometimes located in large and impersonal modern buildings
• Can lack the ‘wow’ factor that makes an event memorable, and leaves less of a long-term professional and emotional impact
Chester Grosvenor Hotel, Chester
‘It’s the personal touches that make a hotel like ours a huge draw for business events,’ says senior events co-ordinator Joanna Bridge. ‘Our five-star service ethos filters right through to corporate conferences, too and make us stand out from the crowd.
‘Each delegate is made to feel like a guest enjoying a stay at the hotel. So we’re as ready to find a replacement for a missing laptop, programme a car’s sat nav and track down a particular business publication, as to turn down a bed or supply a favourite wine.
‘We find that level of personal service takes the pressure off delegates, allowing them to relax and get so much more out of their conference, knowing they don’t have to worry themselves about the normal minutae of everyday life.
‘I’ve never understood the criticism that country house hotels are distracting because the surroundings are too nice. How can being surrounded by lovely artwork in a beautiful location do anything but stimulate you to do your best work?
‘The fact that delegates can enjoy food by Michelin-starred chef Simon Radley is only likely to make them feel valued and well-treated by their company, boosting their morale and sense of loyalty.
‘The idea that hotels like ours are in any way makeshift in terms of technical equipment couldn’t be further from the truth. We have ultra-fast Wi-Fi and extremely good AV facilities as part of the conference package.
‘Spa facilities, laundry services and a 24-hour concierge mean that we regularly get feedback from business clients saying they’ll always remember their time here. Surely, that has to be a good thing for any company?’
Country house hotels: The pros & cons
FOR
• Beautiful locations and grounds allow delegates to combine business with pleasure
• Out-of-town locations keep delegates in situ for sponsored dinners and meetings
• Most have gym, spa and leisure facilities
• Outdoor spaces are available for alfresco catering and team-building exercises
• High-end service ethos will make execs feel valued and relaxed
• Often have top-quality restaurants
AGAINST
• A multi-purpose venue can mean mixing with the public and diluting the professional business atmosphere
• Lack of specialisation can mean facilities are temporary and not top-of-the-range
• Weekend availability can be limited due to social bookings such as weddings
• Can be hard to reach by public transport