Home' Clubs and Pubs Manager : Spring 2017 Contents CLUBS AND PUBS MANAGER SPRING 2017 • 45
Whether it’s trivia, sports, live music,
corporate or social events, screens around the
venue add to the atmosphere, your patrons’
enjoyment and the appeal of your venue to different
audiences, and can seriously improve your bottom line
when the screens are used to their full potential. You’ll soon
notice that the liveliness that the screens bring to your
venue is infectious to staff and patrons alike!
At The Leveson, a local staple in the CBD fringe suburb
of North Melbourne, events like these are held frequently.
Clubs and Pubs Manager spoke to John Fox from The
Leveson to hear how he and his staff make the most of the
venue’s audiovisual equipment.
In the past, The Leveson has hosted weddings, product
launches, anniversaries, engagements, birthdays, closed-venue
functions and sit-down dinner parties. This spring, The Leveson
has a number of upcoming events on its calendar. They’ve got a
bit of experience under their belt, having hosted these events for
a few years running, so who better to learn from?
Being an inner city venue, The Leveson attracts small
and large groups celebrating anything from the end of the
working week to birthdays, to a win in the footy. The venue
boasts a number of spaces that are suited to different
events, and can be adapted to suit any customer need.
Screens are available in most of the spaces, and are
pivotal to many events, whether the venue, individuals or
businesses run them.
Fox says social media, paid advertising, in-venue
advertising and letter drops form the basis for The
Leveson’s event marketing strategy.
The Leveson has a great stockpile of marketing material
that it uses to promote the venue’s weekday specials, as
well as special one-off events. These events are promoted
regularly in the lead-up; both social media channels and
local advertising opportunities are used to share details
and create excitement about the event. The eye-catching
posters particularly help to get the word out, and can be
used in print and digital formats.
The Grand Final Day Party, held on 30 September, is ‘one
of the biggest days for us’, says Fox. It is a pre-sold event,
as is the Spring Racing Derby Day After Party held on
Saturday 4 November.
The Leveson will allocate and sell pre-sale tickets to these
events to avoid unforeseen crowd numbers, under catering
and the like. This can take a lot of the stress out of event
planning. Not only do you have the advantage of knowing
more or less exactly how many people will be coming to
your event, you also get ample time to prepare!
Make sure people can buy tickets from your venue as
well as online. Online ticketing platforms are relatively
straightforward, and can provide you with an insightful look
into who your audience is, which will come in handy for
future event promotions.
Also, consider how you might use the screens for
advertising opportunities, both for your own events,
specials and services, and for other businesses or
brands, such as food and beverage specialists, and
local businesses. This is a great opportunity to develop
partnerships with your suppliers or local businesses, and
could lead to them booking your venue for Christmas
parties and other work functions!
Depending on the type of event you want to run, make
sure your technological capabilities will offer your patrons
the best possible experience, too – such capabilities
might include screen-sharing features, internet access and
For private events and functions, audiovisual equipment
can be a big drawcard, but part of providing a great
events space is having that equipment properly set up
and prepared for the event’s needs. It’s best to ask what is
required for the event in advance so that you and your team
can get things in order, and any issues can be ironed out
before kick off.
One such example that comes up more often than it should
is streaming presentations, or any kind of content for that
matter, from the internet, which tends to end in disaster.
So, ask for files prior to the event and test them on your
equipment – sometimes file formats are stubborn!
Fox’s hot tip: advertise! Make sure people in the local area
know what your venue offers, capitalise on your social
media following and spread word of the exciting upcoming
events on your calendar!
There’s really no point to investing in great entertainment
equipment if you’re not going to tell your customers that
you’ve got it. C&PM
FOR PRIVATE EVENTS
EQUIPMENT CAN BE A
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