Jodie McLean 0:04
Hey, I'm Jodie; Event Manager, business owner, educator and podcast host. I'm an introverted homebody want to be wine master. And I truly believe in the power of events to inspire delight and ignite human potential. Every week, I take you backstage into the wonderful world of business events, and give you the insider scoop on how to take your events to the next level. Before we begin, I'd like to acknowledge the Aboriginal and Torres Strait Islander peoples as the traditional custodians of the lands where we live, learn and listen. Let's get into it.
Well, welcome back to another episode of the events Insider PodCast. I'm Jodie and it is great to be with you again. As always. Today, I have a very special guest on the podcast. Today I'm joined by Carla who is the founder and CEO of the Conference Shop now Carla has over 25 years of experience in the hospitality industry. And so she definitely knows venues. And that is what we are going to be talking about today. Carla is a venue sourcing specialist. Now she has worked across many hotels in multiple departments. She ran her own destination management company, which then became the conference shop in 2014, when she niched down and became a venue sourcing specialist, and for the past 13 years, Carla and her team have been connecting corporate clients just like you to find the perfect venue for your event. So what started out as a focus on regional Australia has now expanded into an international venue sourcing business. And Karla is definitely considered a thought leader in the industry and has been invited to share her knowledge and experience that many industry events. So just knew I had to get Carla on the podcast. Because we all know that venues is such a big part of the event planning process, it can be really overwhelming, it can be the biggest challenge and hurdle that you need to overcome. And it can be you know, make or break for your event really, and it takes up such a large chunk of your budget. So today, we are discussing all of that and more how to find the right venue what to look out for red flags, how to negotiate a good deal and make sure you're getting the best deal. So I hope you enjoy my chat with Carla.
Well, Carla, welcome to the events Insider PodCast.
Carla Offord 2:25
Thanks so much for having me.
Jodie McLean 2:27
It's a pleasure. And I've got a lot of things. I was just saying off camera, I got a lot of things I want to ask you. So I'm gonna dive straight into it today. So can you share a little about your career journey and how you ended up being a venue specialist?
Carla Offord 2:42
Oh, so it's a very long career. But just, you know, starting it, so it started properly. In the event space, probably about 1819 years ago, I was working just locally, I'm from the Southern Highlands. So I was working at a BT boutique hotel down here. And my kids were going to school locally. So I was actually studying accounting at the time and went, No, I need to be closer to them. So I took a job at the hotel, the hotel near the school, and I sat in front office, which was fantastic. I absolutely loved it. And then from there, I went into conference management. And then from there, I went to Director of Sales, I guess that's what it called now. And then I was sort of Assistant General Manager. So I was there for about five years. And back then the highlands thought of was not as well known as it is today. So I used to get a lot of encouragement actually from PTOs saying you need to start something because tourism would send people to me to say, what else is there to do in the region? Yeah, so we'd share the business around as well. So if I couldn't take them on, we'd send them to the other properties. And then eventually I went okay, maybe I do need to start something down here. So I started Southern Highlands corporate events, kind of like a DMC I suppose back then.
Jodie McLean 4:02
Yep. For listeners, what is the DMC
Carla Offord 4:05
definitely; destination management company or marketing? Some people say marketing company do? Oh, yeah. So destination management. So I worked in trying to get all the supplies together. So we attend expos together just to try and get, I guess, the highlands on the map as a business event destination. And then from there, it just grew. So we ended up covering about 23 regional destinations originally, so then I had to rebrand. So we rebranded to the conference up in 2014. Okay, now we thought venues nationally and internationally sort of grown organically.
Jodie McLean 4:45
Yeah, right. Yeah. And as a venue specialist, I mean, how do you keep up with all the new venues? I mean, you just said that you work with, you know, all over Australia and internationally. So, I mean, do you specialise in a certain area or like how do you keep up with all the venues?
Carla Offord 5:02
Well, no, I look, I think it's years of experience. Personally, it's years of relationships and having really strong relationships with account managers across all hotels. I think starting regionally was a really good base for us too, because you have to work a lot harder regionally, then you do with city venues, I guess. But we have always attended expos, we've always exhibited expos, we subscribe to lots of newsletters. So we're always reading. And there's also a team, it's not just me, there's a team behind me. So we all come with our own experience. We work on where we're stuck for an idea or on a venue, we're always working together sharing information, but it is I guess, relationships are really key, because venues will come out to us account managers will come out to us and say, look, we've got five new openings, or, you know, this is what's happening. So it's staying on top of all of that,
Jodie McLean 5:56
yeah, right. So really about the relationships then. So I mean, for me, and I know for a lot of people who plan events, like finding a venue can be the most time consuming part of event planning, and sometimes the most overwhelming part as well. Yeah. How do you go about sourcing a venue for a client? Do you have like a specific strategy or specific steps that you take? Or does it really just depend on what the brief is?
Carla Offord 6:20
Well, does, it always comes down to the brief in the end? Usually, if we have a thorough brief, so we'll try and be as thorough sometimes we'll go back and yeah, go sorry, one more questions. Because you know, the more we know, the better it is for us, because there's a million venues out there, but they'll only be about four or five that are truly suitable. Yes. So again, it's probably just knowledge. So if someone comes to me, I've really would love a budget most of the time, even if it's just accommodation, because that's the difference between, you know, a five star and three star or, you know, it's understanding the client and their needs as well, because we do have clients that can only stick to a certain tier of accommodation, or, you know, so it's really not cookie cutter animal, every brief is so very, very different.
Jodie McLean 7:08
Yeah. And so when you get a brief, do you immediately like to the venue's immediately pop into your brain like? Or do you? Do you need to spend time thinking about it? Or is it like, the shortlist of five? I've already got it for you.
Carla Offord 7:23
Usually, I do know, this is we look, we make sure we're always either attending a familiar or hosting familles. Because we understand the importance of getting people out to venues, pre COVID, I would say people 80% of my clients to book without seeing a venue. Yep. So that would take sort of our experience, or word for it. Usually, things have changed, I'm sure you would have noticed that the different kind of planner. There's a lot of, you know, newer people, too, that are in planning and are keen to see venues. Yeah. But I think most of the time we find no, I really know what this client wants. And I really understand their brief, I'll even just send them a quick, I'm thinking these four or five and straightaway, they'll go yep. Love those three. So it's it's, I think there is the right venue for every client that comes along.
Jodie McLean 8:17
And I mean, a venue, you know, really makes a big impact on our event. It's a big part of the budget. It's such a big part of, you know, it's a big decision that we do make as planners, yeah. How do you decide what venues are going to suit clients event and which ones you present to them?
Carla Offord 8:34
Again, it comes down to the brief really does. And it's really helps when the client understands their brief, yes, because they don't always understand the brief. And so it can change five times along the way, as you would know, because you probably deal with that a lot more. But if if a client really understands their brief, we can hit that venue like, we can get really on the mark with their venue. And that kind of sets the tone for the entire event, because they can make or break an event. But for me, it's more about making sure the client understands their brief, I understand the brief when it's like you, you have clients that go My God, this is my first one, you know, really got to get this done. Right. So I really try and push those people particularly to go and see venues as much as possible. And usually I find now they're making their time more so than before. But I think just comes down to the to the brief and understanding the brief and knowing that that venue can deliver on every sort of requirement for them.
Jodie McLean 9:36
Yeah. And are there any, like red flags that you look out for when selecting a venue?
Carla Offord 9:41
Yeah. There's not that there's not too many. Historically, it was regionally there was a lot of red flags. Okay, because a lot of regional venues weren't quite ready back then. They still now lifted their game and they're like on the mark. But I think just straight off for any But even you may anyone that bring your venue, I mean, the staff, making sure the staff are friendly receptive, they're not going to be put out, you know, they'll want to go above and beyond, because they really want that piece of business. So I think if staff are unfriendly, that, to me is a bit of a red flag, I think it's things like, you know, accessibility, if I know people are going to be travelling and need to have somewhere that they're going to be able to access quite easily. And they can't, that's a red flag, there's, you know, if things are a little bit untidy, or, you know, I don't know if you've ever been on hotel site inspections, and they're still trays from like, the night before. So, you know, just little things like that you're thinking, you know, come on, guys, you just need to get a bit on top of that. But overall, I think most venues are pretty good.
Jodie McLean 10:48
Yeah. And you mentioned that the team because obviously, in addition to the actual physical venue, the team behind it, obviously going to be crucial to the success of an event. And you mentioned earlier about, you know, for you, it's all about building relationships with those venue managers, like, how important is it to suss out the team? How do you go about that? And I guess, how do you give any tips on building great relationships with venue managers?
Carla Offord 11:16
Yeah, okay. So I think it's important, again, it's years and years of being in the business. Yeah, I don't think you can. And you can't underestimate that expertise. And as you would know, yourself, you just know what runs like clockwork, but doesn't also post COVID. There's been a lot of changes in venues. So I think the last 12 months to 18 months, we've been trying to find out sort of that issue, it's still real for a lot of venues. So you know, you have to be a little bit understanding. But I think most of the teams really good, most of them are receptive, I'm finding that if you're transparent with them, they're transparent with you. So even if I'm planning event, my advice would be be front give as much information as you can to the venue manager about your event, don't leave things to the last minute. I mean, there's times where I will get called by the venue going, I haven't received, you know, an order from the client, I'm not getting any. So then we have to step in at times. So it's, you know, make sure that you're respectful of the venue manager and their time as well, because you will not be their only client. Not that that didn't excuse but I mean, if you've got things rolling properly, then everything will happen, as it should
Jodie McLean 12:32
be you pitch venues where the team might be the reason that you pitch it, like, does that a big factor in which venues you're presenting? Or is it more about the actual venue, a bit of
Carla Offord 12:45
both? Look, at the end of the day, the client has to be happy with the venue. So venue definitely has to fit their requirements. So whether there's accessible rooms, or, you know, free parking on site, so people can have very specific requirements. So for me, that's usually the first, I guess, a lot of boxes that I need to tick. If there's an issue that I feel behind the scenes with the team, then I can have a chat to them. I think that sort of stuff you can work through. Yeah, I feel that I can with the you know, my relationships. But I think at the end of the day, the venue has to tick that box. You know, we I can get people going, oh, yeah, we've got a young team want to go regional, but we want something new and fresh. And so straightaway, it starts to narrow things down, you know, because in some regional areas that beautiful old buildings are not new and fresh, like Sydney. So you sort of start to eliminate straightaway. So again, if they know some, you know, their brief really well, I think that's got to come first relationships will always be brilliant. I will never put anybody in a in a hotel that I think can't deliver.
Jodie McLean 13:53
Yeah, yeah, of course. And I sort of touched on before as well, that, you know, we spoke about how the venue can make a really big impact on the success of your event and the team as well. But it's also a big budget line item, right? So it's going to probably be the biggest expense in our budget. So do you have any tips for I guess, negotiating rates? How do you feel about negotiating rates? You know, is that something that we should be doing with our venues? I guess, how do we make sure we're getting the best deal? Okay,
Carla Offord 14:23
so we negotiate constantly, because I actually do find that that's something that clients don't like doing. You know, everyone has this funny relationship with money ever, I think on personal level, you know, to a degree, but I don't mind at all negotiating. So usually, if a client comes to me and really wants this venue, but you know, we need to negotiate, I will do that. But I guess the benefit of us is we know who we can and can't negotiate with, we know who we hit a ceiling with. And usually I'm transparent as well as the client will say little. I know you like that one, but you're in You're going to have to increase or this is it, you know, but we can move on this one. If I am a client going to a venue, I would have my budget there for them.
Jodie McLean 15:10
Okay, so you would be upfront with the actual budget,
Carla Offord 15:14
I would say, we cannot spend more than x number of, say, for example, most of the time it's accommodation, we only get don't get an overall budget. And it's surprising how often we don't get a budget at all. So if you're wanting the best rate for that forward, be transparent. So this is all we can do in the in the venue will come to you and say, Look, we can't do that. Yeah. Okay. And so then at least you know, if you really want that venue, you will either need to move or not move. Yeah. But if you don't have a budget at the time, because people obviously are building budgets, as the same time that we're presenting them proposals, then they can come back to us at that point, or even they can go back to the venue.
Jodie McLean 15:59
Yeah. So let's talk about your business, the conference shop. So your venue sourcing service, and it's a free service. I understand. So does that work?
Carla Offord 16:12
So, we have worked on commission from day one. So someone would send us the brief saying, We want a conference, you know, WA in New South Wales, wherever it is, they send us a brief, and we will do all the sourcing for them, we negotiate on the rates, we, you know, go out to the hotels, we chase them, because you know, a lot of time chasing the big thing, we're pretty much an extension of their team. And when we present them with proposals at that point, we go through them because we're completely objective. So we're not affiliated with anybody, okay, or any one hotel chain or one destination. So really, we're across all of them. And if they say come down to three, we organise site inspections for them. We've also organised sites, you know, in other countries, so we'll do it wherever they need to be. And once they decide to lock in, contracts are sent through to the client, and they take over from that point and start planning the event.
Jodie McLean 17:10
Okay, so the client takes over at that point, once you've found them the venue, the venue? Yes, sure. Amazing. And then the hotel provides you with commission post the event? Yeah, amazing. So obviously, it's free for a client, I guess, much like a mortgage broker sort of works. Yeah, that you work. Yeah. Awesome. Would you say that clients get a better deal by going through you? Or is it more about they're just saving a huge chunk of time by not having to source the venue?
Carla Offord 17:36
I think it's both actually, they probably, obviously, we save them a lot of time. But I think it's also, we can usually negotiate a better rate, usually, because it's a lot of the time, it's that volume. So a client might do two or three events a year, sometimes one depending on the client, whereas we would do over 100 years. So you know, that's it's volume. So we can usually move and we can be a little fierce at times. You know, so I think more often than not, so we have clients that will say, here's our Preferred rates, you know, how that works. Don't use Yep. So they have preferred hotel chain or different hotels with a preferred rate. We can usually better that, right. I mean, when we're presented with that,
Jodie McLean 18:22
so it's win win for the client, then yeah, it really is. Yeah,
Carla Offord 18:25
great. So I mean, I love it. I love doing what I do, you know?
Jodie McLean 18:29
And do you have a particular like, niche or favourite type of event? I mean, obviously, you're called the conference shot. But can you talk about I guess the kind of events that you work on?
Carla Offord 18:38
Gosh, everything I'm finding people are sort of moving a liking the unique venue space. Yes. You know, though, that it comes and goes in waves by minute they want in, you know, hotel next minute, they want to step away. I think a memorable one would be a forest location. Oh, wow. Yeah. So occasionally, you'll get one of those, which is really unusual with us to build everything, which is we had a client wanting to do like a mini Coachella. So yeah, so awesome. Yeah, it's been really, really unused, unusual.
Jodie McLean 19:15
I mean, that would take more time for you, though. You know, obviously, that doesn't immediately come to your mind. So how does that work for you and your business? Well,
Carla Offord 19:23
I guess, well, if someone wants to do a Coachella, right. Yeah. But you know, whether like that, I think you would know, okay, either a private property or a forest or, you know, State Forest. So you would start looking actually, on the weekend when I was camping. And I looked at the grounds down there. I thought, Okay, this would be, I'm always thinking, yes. Then I've actually already talked to them about using their property for something like a buyout. And turns out they have had that in the past only a couple. They're fairly new to it, but it's the perfect location. It was amazing. and lots of team building options around there as well. So
Jodie McLean 20:03
do you go on I guess scouting trips? Or how do you sort of find these new venues? Or is it just you come across in your travels?
Carla Offord 20:13
Sometimes it's what I come across just when I'm out. I mean, I don't think it's not that you don't switch off because I do switch off. But occasionally, you know, you come across something, and it's quite exciting. You go, oh, wow, there's nothing like that around. That that'd be fantastic venue. And because I know my clients quite quite well, I think straightaway, Okay, this one, see these four, you know, so then I'll come back to the office, sometimes I'll go, Hey, I just came across this, you know, and I'll start chatting to them about it.
Jodie McLean 20:41
Yeah. Awesome. So do you have a lot of you have obviously got a lot of repeat clients then that you know, very well? Yeah.
Carla Offord 20:47
Yeah. Really? Look at some of our clients like family. You know, they are like that. Yeah. And it's lovely. It's really nice for us.
Jodie McLean 20:56
Yeah. That's beautiful. And so what are some of the newest venues in Australia that you're excited about that have just opened or you know, on the horizon? Can you give us any insight information?
Carla Offord 21:09
I think it's exciting. I thought about this a lot, actually. Because I think it's exciting that we're getting some of the internationals coming to Australia that have never been in Australia. So I think even just having pillar in Sydney, it's pretty amazing. You know, even some of the Indigo Indigos that aren't maybe five star but I love that concept. I mean, the first Indigo I went to was in Singapore, and I thought, wow, this is pretty cool. And the fact that they're coming here, it's really exciting. But I actually I think more than anything, it's I love how during COVID hotels have taken the opportunity to briefer Yes, I think that is something that we kind of both looks we want something new and exciting, but I think some of the refurbs that have been happening are pretty exciting as well. And like even intercom Sydney, I was so excited because it was like, Oh my God, be great. If that got some love. And it finally has and it's gorgeous. I think that is the most exciting thing. Yeah. Yeah. It's almost like we started again last year, you know?
Jodie McLean 22:11
Yeah. And it feels like he's got new products. Yeah. I mean, Capella is definitely on my list to go and visit. So I'll have to get there one day.
Carla Offord 22:19
Yeah, there's lots of new ones in Melbourne. I mean, even penitentiary, you know, those kinds of places. Like that's pretty cool. Yeah. Yeah. Stepping away from the traditional probably.
Jodie McLean 22:31
Yeah, we love that. Um, I have one final question for you, is if you could sum up all your years of experience into one piece of advice for anyone who plans business events, what would it be?
Carla Offord 22:45
That's a big question.
Jodie McLean 22:45
It is a big question.
Carla Offord 22:47
I don't know if we can wrap it up into one piece of advice. But I would definitely encourage people to know who their delegation or who their attendees are going to be know the event. Really Know your event, don't just got out and I was like, 16 people and, you know, we're just we want to get out of Sydney. You know, there's gotta be more like, no, really no your brief and understand who's going to be attending because it's a huge, huge factor. If you've got, you know, 16 men or something in you take them somewhere and do a cooking class might not be viable for them. If they want to go and play golf. I'm, you know, that's just a small example. But I think really know who your attendees are going to be.
Jodie McLean 23:32
Yeah, great advice. Great advice. And I always talk about, you know, your event is only an event because you've got guests there. And ultimately, that's, you know, who we're planning the event for. I mean, it can have other benefits and business objectives and all those kinds of things. But at the end of the day, we're there to entertain or engage or educate our guests. And so we do need to be planning it for them. So the more we can understand who they are deeply, is just going to be more beneficial for us. So yeah, great advice. And thank you so much for joining me on the podcast today.
Carla Offord 24:04
Thanks for having me, it's been fun.
Jodie McLean 24:08
Thanks for listening to this episode of the Events Insider PodCast. If you loved it, make sure you subscribe, leave a review, share with your friends, and I'll chat to you next week. Bye
Transcribed by https://otter.ai
