Few industries were hit harder by Covid-19 than the meetings and events sector. While attendance is returning to pre-pandemic numbers, one lingering effect is that corporate event planners are choosier about venues, says Haley Anderson, director of event management at the Saint Paul RiverCentre. As a result, venue managers have had to make their event sites more enticing.

But what’s more enticing: a conventional venue, or something more unique, even experimental? Local experts say the key isn’t necessarily venue type but versatility. They highlight two essential ingredients to balance creativity and tradition: remaining flexible and keeping it simple.

Jason Brown-Hoesing, senior special events manager at the Westin Edina Galleria hotel, hears pitches for out-of-the-box ways to set up and transform spaces. He’s always open to bold ideas, but he often prefers trying new things that are still “within the box.”

“There’s a reason it’s in the box,” Brown-Hoesing says: “Because it works.”

If It Ain’t Broke

Especially when the “box” has good bones.

The RiverCentre has recently made several upgrades, from new paint and carpets to signage. Anderson says that, while the changes modernize the space, the 1998 design remains largely intact. “We haven’t done any big changes to the footprint,” Anderson says. “The bones are still there.”

St. Paul’s Union Depot works as a standard event venue with a traditional conference room setup, says marketing manager Amy Struve, but its history, architectural charm, and location overlooking the Mississippi River offer a unique experience.

Easy Transitions

Clients increasingly seek spaces that can accommodate varying functions throughout the day, Brown-Hoesing says. That could mean a series of meetings that transition into a cocktail reception. “What makes something like that fun is that we move them to a different area of the hotel, so that they feel like they’re having a different experience,” Brown-Hoesing says.

“It’s less about doing more, and more about doing the right things well.”

—Jason Brown-Hoesing, The Westin Edina Galleria

From Expansive to Intimate

This focus on customization also applies to venue size. Take Quincy Hall in Minneapolis, Kaskaid Hospitality’s main event venue. Marketing director Courtney Earle, says that, while the space is expansive, the venue crew can divvy it up when a cozier setting is called for. “That’s something unique about Quincy—whether you’re hosting 150 people or 600 people, it’ll still feel like a very intimate event,” Earle says.

This approach prioritizes simplicity. Brown-Hoesing says event planners are increasingly looking for venues that simplify the logistics of event planning. “It’s less about doing more, and more about doing the right things well, so that the experience feels elevated without feeling overproduced.”