Having spent many years working in venue finding and agency-side event management, I've seen first-hand how opportunities are often won or lost not because of the venue itself, but because of the relationship between the venue and the agency representing the client.

At times, it can feel like an "agency versus venue" battle, with both sides becoming frustrated by processes, pressures and expectations that aren't always visible from the other side of the fence.

Venues often feel overwhelmed by enquiry volumes, frustrated by proposals that never convert, and exhausted by clients who appear to be

shopping around endlessly. Meanwhile, agencies are under increasing pressure from clients who expect more options, quicker turnaround times, greater flexibility and increasingly competitive pricing.

The reality is that neither side is the enemy. In fact,agencies and venues need each other more than ever. The strongest relationships are built on partnership, trust and mutual understanding.

Understand Each Other's Challenges

One of the biggest causes of friction is a lack ofunderstanding about the pressures each side faces.

From a venue perspective, it can be frustrating receiving enquiries that never progress. Sales teams invest valuable time into proposals, availability checks and bespoke pricing, only to hear nothing further.

From an agency perspective, the process is rarely that straight forward. Clients often request multiple options, change briefs several times, extend decision-making timelines and ask for comparisons before committing. What may appear to be a speculative enquiry is often an agency simply trying to provide the best possible recommendations to their client.

Both sides benefit when they recognise the challenges faced by the other.

Prioritise Honest Communication

The most successful venue and agency relationships are built on open and honest conversations.

If a client has delayed their decision, tell the venue.

If availability is becoming tight, tell the agency.

If a proposal is unlikely to be competitive, be honest about it.

Keeping each other informed helps manage expectations and allows both parties to plan effectively. Even when the update isn't positive, communication is almost always better than silence.

It's also important not to underestimate the value of picking up the phone. In an industry that relies heavily on emails and automated systems, a quick conversation can often achieve more than a lengthy email chain. Whether it's discussing a challenging brief, understanding a client's priorities, exploring alternative options or simply strengthening a relationship, a phone call allows for a more open and productive discussion.

Of course, nobody enjoys receiving a call that is simply chasing an update that could have been sent by email. However, meaningful conversations that help both parties better understand a requirement, resolve a challenge or identify an opportunity can be invaluable.

I've seen venue sales managers spend 20 minutes on the phone understanding a brief and secure business that would almost certainly have been lost over email. It's not always necessary, but no two events are ever the same.

The strongest agency and venue partnerships are often built through regular conversations, not just transactional email exchanges.

Find a Process That Works for Both Parties

One challenge that is often overlooked is the fact that agencies and venues frequently operate using entirely different systems and processes.

Venues have their own CRM platforms, enquiry tracking methods and sales procedures. Agencies have venue finding systems, clientsyst ems and internal approval processes that require information in a specific format.

Too often, each side expects the other to adapt entirely totheir way of working.

The strongest partnerships are built when both parties take the time to understand each other's requirements and agree a practical way of working together.

Some simple examples include:

• Agreeing how proposals should be formatted so agencies can easily present options to clients.
• Setting realistic expectations around response times and availability updates.
• Being clear about provisional hold policies and release dates.
• Agreeing commission structures and payment processes upfront.
• Establishing the best method of communication for different situations, whether that's email, phone or a quick Teams call.
  

Whilst agencies will often have the upper hand when it comes to process requirements because they ultimately need information in a format that can be presented to clients, this shouldn't be viewed as a one-way relationship. The most successful partnerships are those where agencies explain why information is needed in a certain way and venues are willing to adapt where possible, knowing that a smoother process ultimately increases the chances of securing business for both parties.

A conversation early on can save significant frustration later.

Sometimes Volume Is Necessary

One common complaint from venues is receiving enquiries that have clearly been sent to a large number of properties.

Whilst there are certainly occasions where enquiry volumes could be reduced, agencies are often responding to client expectations. Today'scl ients want choice, comparison and reassurance that all options have been explored. This can create enquiry volumes that are challenging forvenues to manage.

I've seen venues refuse to quote because they're constantly receiving enquiries that don't go anywhere, only to find out later that the
enquiry they declined was for a long-standing client with significant annual spend.

However, sometimes you simply have to be in it to win it. Whilst not every enquiry will convert, it only takes one strong client relationship to generate years of repeat business. Some of the most valuable accounts begin with a single enquiry.

Being selective is understandable, but disengaging entirely may mean missing out on future opportunities.

Make It Easy to Do Business Together

Strong relationships aren't built on communication alone. Commercial transparency is equally important.

Commission structures should never be a mystery. Having clear agreements in place from the outset helps avoid misunderstandings and
ensures expectations are aligned on both sides.

It's also worth reviewing your commercial approach regularly. Are there opportunities to offer enhanced commission during quieter
periods or for need dates? Could additional incentives help generate more interest from agency partners whilst still protecting profitability?

Ultimately, agencies are more likely to recommend venues that are easy to work with, transparent in their approach and commercially consistent. Small improvements in these areas can often make a significant difference over time.

Get People Through the Door

Nothing sells a venue better than experiencing it in person.

Whilst brochures, websites and virtual tours all have their place, there is no substitute for walking the space, meeting the team and visualising how an event could come to life. Wherever possible, focus on getting clients through the door. If you're looking for ideas on creating impactful client visits, take a look at my Top Tips for Successful Show Rounds blog.💡 click here to read.

However, client visits aren't always possible. Timelines maybe tight, budgets limited or the client simply unwilling to travel. In these situations, FAM trips remain one of the most effective ways to showcase your venue.

The people responsible for venue finding spend their days speaking to clients, recommending destinations and influencing decisions. The more familiar they are with your venue, the easier it becomes for them to confidently sell it. A well-executed FAM trip can create advocates for your venue long after the event itself.

Work Collaboratively

Partner with neighbouring venues, hotels and local suppliers to create a more valuable programme.

If agents can visit multiple venues within a single trip, it reduces the need for future visits and makes attendance significantly more worthwhile.

Create an Experience

Dinner and a bedroom are unlikely to be enough on their own.

Think about what makes your destination unique. Whether it's exclusive access, behind-the-scenes experiences, local activities or memorable
networking opportunities, creating something distinctive will significantly improve attendance.

Don't Underestimate the Appeal of Plus Ones

Prior to the pandemic, many FAM trips welcomed partners orguests.

While less common today, allowing plus ones can make attendance much more attractive. Many attendees are giving up personal time or weekends to participate, and being able to share the experience with a loved one can increase participation rates.

Remember the Personal Commitment Involved

Many agencies do not provide time off in lieu or cover expenses associated with educational visits and FAM trips.

As a result, attendance often requires individuals to sacrifice personal time. The experience therefore needs to be compelling enough
to justify that commitment.

Invite the Right People

Venue finding teams are often your most influential audience.

These individuals are speaking to clients every day and making venue recommendations. Having personally experienced your venue allows
them to describe spaces more confidently and match them to client requirements more effectively.

Be Inclusive Where Possible

If spaces are limited, it is reasonable to qualifyattendance criteria.

However, whilst venue finding teams are often the primary audience, don't overlook other departments. People move roles, support
different projects and often influence venue decisions in ways you might not expect.

Visit the Agencies Too

Building relationships shouldn't only happen when you want to showcase your venue.

Take the time to visit agencies, understand how their team soperate and look for opportunities to engage with them on their own turf. Many agencies host venue open days, supplier showcases or networking events designed specifically to help venues connect with their teams.

These events can provide valuable insight into how agencieswork, the challenges they face and the type of information they need to serve
their clients effectively. They also create opportunities to build relationships with multiple team members rather than relying on a single point
of contact.

Remember that agency teams change roles, move departments and switch employers regularly. If your relationship is built around a single
contact, that connection can disappear overnight. Building relationships across multiple people and teams creates a much stronger long-term partnership.

The more visible and engaged you are with agency teams, themore likely your venue is to remain front of mind when suitable opportunities
arise.

Final Thoughts

Some of the strongest venue partnerships I've had were with properties that didn't always win the business but communicated honestly, managed expectations well and celebrated the wins with genuine gratitude when they came.

The strongest venue and agency relationships are not transactional; they are collaborative.

Both sides face increasing pressures, tighter timelines andhigher client expectations. By focusing on communication, understanding each other's challenges and creating opportunities to build genuine connections, agencies and venues can move away from friction and towards long-term partnership.

Because ultimately, when agencies and venues work together effectively, everyone benefits — including the client.