May/June 2021

FUNCTION VENUES
has been a lifeline over the past year.
Outdoors is safer, less restricted and
confined, with more space to circulate and
breathe fresh air. The outdoors creates a
feeling of wellbeing so if your venue offers
outdoor spaces, make sure you promote
them as much as your indoor spaces.
Value and maintain your outdoor spaces
as much as your indoor spaces. Show clients
how they can optimise their weddings and
events – an outdoor wedding ceremony, a
picnic or BBQ, garden games, alfresco music.
The great British weather will always require
us to make a ‘plan B’ but enabling people to
take their event outside will be worthwhile.
Planning laws have been relaxed this
year lengthening the usual 28-day period
for temporary structures without planning
permission to 56 days or longer in some
circumstances (speak to your local council).
This has sent the demand for marquees
and other temporary structures through the
roof. Not only do they enable hospitality
venues to open under current restrictions
in all weathers but they also enable smaller
venues to increase their capacity. A small
country home with limited indoor capacity
but a large garden can considerably increase
numbers and develop their share of the
wedding market with the addition of a
summertime marquee.
Landowners are increasingly exploring
ways to diversify and may not yet be
prepared to convert a farm building into a
wedding venue. This is a great opportunity
to put up a tent and test the market. It also
opens opportunities for venues to provide
overnight accommodation in the form of
glamping, or glampsites to offer a party
venue for their glampers. Speak to your local
marquee suppliers about a collaboration
or maybe it’s time to invest in your own
marquee structure?
Anticipated changes to the marriage laws
are also likely to create more freedom for
venues to utilise outdoor spaces for marriage
ceremonies. The Law Commission has
proposed reforms to the current laws that
will enable more flexibility for couples to
marry how they wish without the constraints
of a registered or licensed venue. No date
has been confirmed but the pandemic has
certainly identified the need and increased
public demand for this change.
OVERSEAS TRAVEL
Sadly we will have to wait a while longer
before we are able to travel without
restriction again. This gives the UK wedding
and event market an advantage. An inability
to plan overseas weddings or corporate
events means that there will be an increased
demand on the domestic market. Many
people have been working remotely and,
whilst for some this has worked well, I
foresee a need for companies to bring their
teams together to aise morale and restore
mental wellbeing with team building,
workshops, corporate away days and
conferences.
Businesses will be looking for unique
experiences for their clients and teams.
What experiences can your venue offer
onsite or nearby? Orienteering, archery,
sailing, a survival challenge, treasure
hunt, escape room, obstacle races etc. Do
you have the technological capability to
facilitate conferences? Screens, PA systems,
projectors etc.
With tropical beach weddings off the
cards for now, couples not prepared to
wait will also be looking for unique and
unusual UK wedding venues to fulfil their
dreams. How can you inspire a couple with
wanderlust to book your venue? An intrepid
menu? A waterfront ceremony? A yurt in the
garden? Exotic entertainment?
MICRO WEDDINGS
The economic consequences of the
pandemic are also likely to have an impact
on consumer spending around weddings
and events. There will continue to be a
strong desire for people to meet and get
married, however it is likely that they may
continue to embrace the smaller, more
intimate nuptial event. How can your venue
continue to meet this demand for micro
weddings?
Do you have a smaller space that you can
offer to more intimate gatherings which
would otherwise be lost in a vast barn or
hall? Couples are also recognising that
micro weddings create an opportunity
for more extravagant plans. Instead of
limiting their spend to essentials they
can incorporate more luxurious styling
elements, expand their wedding breakfast
menu, upgrade their beverage choice etc.
What ways can you enable your couples to
enhance their wedding at your venue?
DIGITAL AGILITY
The biggest outcome of the pandemic is
the realisation that we are living in a digital
world. We still need personal interaction
from time-to-time but technology has
created the convenience of being able
to take action remotely. Venues must
make sure that they are up-to-date with
their digital communication methods to
access their remote audience. Up-to-date
websites and communication methods,
digital booking processes, a strong social
media presence and continued investment
in digital technology is required if you are
to continue to find an audience in an ever
expanding and advancing wedding and
events market.
Our world is constantly changing and
our customers ever evolving. Being able to
adapt, change, pivot and flex is crucial if
we are to keep up with changing consumer
demands. Venues must continue to work
with their customers, listen to their needs,
compromise where possible and adapt
when necessary. The customer is king and
only by acknowledging this will we truly
be able to ensure we give them the best
experience.
ABOUT THE AUTHOR
Charlotte Winship has
over 20 years’ experience
transforming good wedding
and events venues into
great ones. She is an expert
in helping venues reach their
ideal customers, maximise sales
opportunities, increase profitability, establish
effective teams and streamline operations.
07493 350303 / charlotte@charlottewinship.
com / www.charlottewinship.com
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