When event planning goes awry, what’s the usual culprit?

Twin Cities Business spoke to local venue experts for insights into avoiding event missteps. A theme emerged: Success hinges on clear communication.

“Communication is key,” says Jason Brown-Hoesing, the senior special events manager at the Westin Edina Galleria hotel. “When that communication doesn’t happen, that’s when hospitality breaks down.”

Kate Anastasi, director of sales and marketing at Radisson Blu Mall of America, echoed this, highlighting insufficient communication between venue management and planners as a recurring issue. D’Amico Hospitality’s Christie Altendorf concurs. “Every detail matters,” says Altendorf, marketing director. Here are some expert tips to help ensure good communication.

Start With Basic Expectations

All event planning starts the same way, says Haley Anderson, director of event management at the Saint Paul RiverCentre. If a client has booked the venue before, she starts by asking if there’s anything they can improve on.

This up-front transparency goes a long way. Amy Struve, marketing manager for the Union Depot in St. Paul, says that, along with standard questions about budget, availability, timelines, and food and beverage, planners should cover the venue’s rules and policies.

Courtney Earle, marketing director of Eden Prairie-based Kaskaid Hospitality, says its venue provides an intake form on its website to cover the simple stuff.

Another consideration is whether the venue provides built-in audiovisual technology; if not, the planner may need a vendor to set that up. Similarly, rigging points for floral installations or lighting fixtures are important initial considerations, Altendorf says.

Seeking client ideas is important, but being realistic about what can be executed is ultimately the venue’s call. At RiverCentre, the staff knows the building and what is and is not possible, Anderson says, adding, “If we can’t do it exactly how they want, how can we meet them in the middle to try and accomplish their goals, as well?”

Along with the basic elements, such as security and emergency protocols, consider less obvious aspects, such whether it’s an event where attendees will be moving around a lot. If so, it’s often critical the venue temperature is turned down a few degrees—which should be done sooner rather than later. In your own home, you feel the results soon after turning down the thermostat, Altendorf notes, “but when you think of how many square feet these venues contain, it takes quite a bit of time for the HVAC to come down to whatever level is needed for that specific event.”

Establish a Go-To Person

Regardless of lead time—months, weeks, or days—establishing direct, one-on-one contact between the venue and the client is the best way to avoid confusion. At Union Depot, three event coordinators ensure one-on-one attention to everything in the planning process, Struve says. “That’s the vital detail,” she says.

Each of the three spaces in RiverCentre has a dedicated salesperson and event manager from start to finish, Anderson says, noting this arrangement anchors a clear point of contact.

Read, Don’t Skim

On the venue side, communication breakdowns happen more frequently among different teams than within teams, Brown-Hoesing says.

Clients often send lengthy timelines for events, and Brown-Hoesing says it’s tempting for teams to look only for things that are directly relevant to them. But a thorough understanding of how all the elements work together is crucial to properly prepare, he says.

“When communication doesn’t happen, that’s when hospitality breaks down.”

—Jason Brown-Hoesing, The Westin Edina Galleria

Match Communication Styles

Anastasi also warns about texting as the main (or only) communication mode. It can be an efficient way for event planners to exchange information with the venue, but it can’t always substitute for face-to-face conversation, at least in the beginning, she says.

“If you’re going to book this, we’re going to spend a lot of time together over the next nine months,” Anastasi says. “Let’s start it off with breaking some bread together and getting to know each other.”

On the other hand, Anderson is fine with the trend. RiverCentre is always happy to do walkthroughs or meetings with clients, but “we like to meet our clients where they’re at with their communication styles,” Anderson says. “It seems to be a lot more in quick writing, and that moves things along quite quickly.”

Visual aids can be an effective way of communicating important details, Struve says. Besides basic diagrams, she says something like a map of the room setup and traffic flow can help clients understand the venue and what is and is not possible.

Take Ownership Quickly

Human error, such as last-minute changes or assumptions, can scramble things. The first point of friction in these situations is taking responsibility—or acknowledging the lack thereof, Brown-Hoesing says.

“Those small misalignments happen, and when they do, they compound,” he says.

The easiest approach in these situations, Brown-Hoesing has found, is to take ownership if he is at fault and to focus on solutions if he is not.

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