Here at Eastside Rooms, we host both corporate and association events. They are, however, different beasts. Association conferences are unique in that they bring together academics, researchers, thought leaders and industry experts from across the globe to collaborate, exchange knowledge and ideas and drive innovation. The talks and discussions that take place at association events will help shape the future of the world whether that’s socially, politically, scientifically or environmentally.
How these events are planned is specific and crucial to get right. We wanted to dive deeper into this topic, so we recently hosted two industry experts on our podcast Eventful Encounters: Julie Watterson, founder of Watterson Associates, and Kate Sargent, Enterprise Director at Bioscientifica. Their insights shine a light on the challenges and opportunities for venues and event planners working with associations. Here’s what we discussed…
Association Events Pre and Post Pandemic
There was a moment there where we thought we’d never mingle with colleagues and clients in the flesh again; that hybrid and virtual meetings were the future. But as Julie Watterson explains on the podcast, while hybrid models initially offered flexibility during the pandemic, in-person events have made a strong comeback.
Networking, of course, is a key element of association events and face-to-face interactions are simply more impactful. Despite the rise of technology, in-person meetings remain critical for forming connections and driving meaningful discussions – often during those impromptu moments like coffee breaks.
Kate Sargent, whose organisation bridges both the academic and conference worlds, agrees that although the pandemic forced us to adapt, and while hybrid solutions are valuable, nothing beats the collaborative power of in-person gatherings. However, both Julie and Kate acknowledged that while live events are resurgent, some aspects of the virtual world, such as on-demand content and streaming, remain in demand.
Adaptability and Flexibility Are Key to a Venue’s Success
One of the most significant challenges post-pandemic is the unpredictability of delegate registration. Interestingly, both Julie and Kate talk about how they’ve noticed that attendees now are registering much closer to the event date which causes uncertainty for venues and planners.
As such, Kate emphasises the importance of flexibility: that venues must adapt by offering flexible contracts, cancellation policies and scalable event spaces. As she highlights, the days of rigid, pre-pandemic event contracts are gone.
At Eastside Rooms, we’ve observed this firsthand. Our own bookings for association events have seen last-minute spikes in attendance, making it crucial to keep lines of communication open with clients. Venues that are able to adjust their terms and provide flexibility will be the most successful.
Building Stronger Destination Strategies
When it comes to attracting association events, a venue’s destination strategy can be a game-changer. Julie stressed that a well-rounded bid, which includes tailored information about the destination and strong local partnerships, is essential. For international associations, it’s about more than just the venue; it’s about the experience offered by the city. Engaging local academics and stakeholders, she says, can significantly increase a venue’s chances of winning a bid.
Kate added that connectivity and accessibility are major deciding factors for associations when choosing a venue. As she pointed out, associations want venues that are easy to reach and can provide flexible, creative spaces that enhance networking opportunities. In fact, the ability to create memorable experiences is now more important than ever.
Sustainability: A Nice-To-Have, but Not a Deal-Breaker
While sustainability is a growing concern in the events industry, both Julie and Kate agreed that it is often not the final deciding factor and doesn’t determine where an event is held. Associations may ask about a venue’s sustainability practices, but really factors like location, flexibility and accessibility tend to take precedence. This reflects the practical challenges of balancing global travel with sustainability goals.
The Long Game: Relationships Matter
One of the key takeaways from our discussion was that association events are a long-term investment. Both experts emphasise that building relationships is critical in this sector. As Julie notes, venues need to be prepared for a lengthy bid process and should not be discouraged by it – or indeed if they don’t win first time. “Tenacity is vital,” she states, going on to add that association business is never a quick win, but the rewards – such as repeat bookings and increased credibility – are substantial.
Essentially, to better serve and attract associations, venues must prioritise flexibility, strong relationship-building, and an emphasis on creating engaging experiences. At Eastside Rooms, we’ve embraced this approach by working closely with associations and learning how they work to truly understand their needs. We offer tailored solutions and provide a venue that combines modern amenities with personal service.
By staying adaptable and maintaining strong partnerships, venues will unlock opportunities to host more – and regular – association events.
To hear more about attracting business from associations, tune in to the full episode of Eventful Encounters here.
