Booking large-scale events years ahead, especially in venues like stadiums, comes with significant challenges. From managing scheduling conflicts to anticipating future changes, the unpredictability of booking far in advance can create roadblocks for both event planners and venues.

Yet, securing these bookings remains a crucial opportunity for long-term business success. So, how can venues effectively overcome these challenges? 

By managing expectations, maintaining client engagement, and staying flexible, venues can ensure a smooth and successful experience for all parties involved.

Sean Pennix, VP of Sales Events and Tours at Legends, shared insights in a recent webinar on managing these challenges, providing valuable strategies that we can build upon to maintain strong client relationships over extended timelines.

Below, we explore some of these challenges and how virtual tours with Threshold 360 offer a solution.

1. Understanding the Complexities of Long-Term Bookings

Venue Dynamics

Booking a large-scale event at a high-profile venue like a stadium involves juggling multiple, competing interests. These venues host a variety of events, from sporting events and concerts to trade shows and private functions. Balancing these bookings is a challenge that requires careful planning. 

For instance, a stadium may need to balance an NFL season schedule, concerts, and one-off events like the World Cup, each of which demands significant venue resources and attention.

In his webinar, Sean shared how venues like AT&T Stadium, home to the Dallas Cowboys, handle this complexity by creating a dynamic event calendar that accounts for priority events like NFL games, while still allowing for flexibility with other bookings. This approach ensures that all events—whether planned years in advance or months before—can co-exist within the stadium’s broader schedule.

Long-Term Uncertainty

When booking an event years in advance, unforeseen changes can occur. Renovations, changes in market trends, or unexpected new events may throw the event calendar off course. While locking in a high-profile venue early seems like a good idea, it comes with the inherent risk of these unpredictable elements.

For example, a venue may need to shift dates for an already-booked event to accommodate a more urgent, higher-priority event like the Super Bowl or a high-demand concert. This level of uncertainty makes long-term booking a balancing act that requires constant adaptation.

Sean emphasizes the importance of flexibility and proactive communication, ensuring clients understand the realities of long-term planning. Here, virtual tours can be a game-changer. Offering clients virtual access to updated views of the venue ensures they stay informed on layout changes or upgrades, allowing them to adjust plans accordingly without needing physical visits.

2. Managing Client Expectations

Clear Communication

Setting clear expectations from the start is essential for a successful long-term booking. Clients need to be aware of potential scheduling conflicts or the possibility of shifts in venue availability. Transparent, open communication can help avoid misunderstandings down the road.

Transparent Contracts

Incorporating flexibility within the contract is another way to manage expectations. Venue managers should ensure that contracts include clauses addressing potential changes, such as venue availability and any updates to the event requirements. This helps protect both the venue and the client while maintaining trust throughout the booking process.

 

3. Staying Flexible and Adaptive

 

Scenario Planning

Long-term event bookings require contingency planning for a wide range of scenarios. Unexpected factors—like venue upgrades or an unforeseen demand for additional dates—can happen at any time. Having a robust plan in place ensures the venue is ready to respond quickly and effectively.  

When unexpected events arise, venues can quickly share these options through virtual tours, keeping clients engaged and informed throughout the process.

Other ideas are to have backup dates ready in case of a conflict or offer alternative venues within the same complex. This way, should an unexpected shift in availability occur, the client still feels supported and their event protected.

Client Collaboration

Keeping the lines of communication open ensures clients feel like partners in the process. Working collaboratively on possible solutions when changes arise can make a significant difference. Whether it’s adjusting the date, offering new options, or providing logistical support, this flexibility demonstrates the venue’s commitment to a successful event.

By maintaining an open dialogue and treating clients as collaborators rather than just customers, venues can ensure both parties are on the same page, and any necessary adjustments are handled smoothly.

 

4. Keeping Clients Engaged Over Time

Regular Updates

A key challenge when booking events far in advance is keeping clients engaged and excited as their event date approaches. Regular updates from the venue can keep clients informed about any developments, such as venue upgrades or changes in available services, while also maintaining their enthusiasm for the upcoming event.

For example, providing updates on renovations, new amenities, or upgraded technology helps clients feel confident that their event will be even better than expected. This ongoing engagement is crucial for building long-term relationships with clients.

Regular virtual tour updates can help venues sustain excitement by showcasing improvements and new features at the venue. 

For more insights on nurturing client relationships and driving bookings, explore this article on Turning Leads Into Bookings By Building a Sales-Driven Venue.

 

Exclusive Previews

Offering clients exclusive previews or behind-the-scenes access to the venue can maintain their interest over the long term. This might include invitations to private tours, updates on how renovations will improve their event, or early access to new features. These small but thoughtful gestures ensure that clients stay invested in their event and feel valued throughout the process.

Keeping the excitement alive through these touches builds trust and loyalty, increasing the likelihood of future bookings or referrals.

5. Leveraging High-Profile Events as Opportunities

Marketing Opportunities

One of the key advantages of high-profile venues is the marketing potential of major events happening on-site. Stadiums and large venues often attract media coverage and generate buzz, which can be used to promote other booked events.

Clients booking events years in advance can capitalize on the momentum of major events like concerts or sports games. By tying their event to a broader marketing strategy—such as offering VIP experiences or promotional tie-ins with major events—they can enhance the appeal and visibility of their own event.

Cross-Promotion

Finally, as Sean discusses, high-profile events present cross-promotion opportunities for venues. With virtual tours, clients can explore the venue alongside major events, allowing them to envision the dynamic atmosphere their own event will share. This also gives venues a way to continuously highlight the value and versatility of their space.

By working with clients to cross-promote high-profile events happening around their booking, venues can create win-win situations. For example, offering guests exclusive access to an NFL game or concert happening around the same time can elevate the event’s overall appeal. Cross-promotion ensures that both the client’s event and the venue benefit from heightened exposure and interest.

Venues that address the challenges of long-term bookings proactively become more than just a location; they establish themselves as trusted partners in creating memorable and successful events. It’s not simply about securing the next booking, but about delivering an experience that builds trust and encourages clients to return.