When it comes to running an event, first impressions set the tone. The first ideas that come to mind when shopping for an event venue are often things like location, square footage, and audiovisual capabilities. All of these things directly affect the success or failure of an event, but it is sometimes forgotten that the first exposure an attendee has to a facility is often the parking lot. Whether or not your guests can swiftly and safely park their vehicles will undoubtedly determine their mood when they reach the registration table. No planner wants to begin her day by fielding complaints about the lack of parking options, so here are some strategies for avoiding a "parktastrophe."
One of the best ways to get a feel for the parking situation at any venue is to have your own experience when conducting a site visit. Were you able to secure a spot close to the entrance of the building? Was there adequate signage to direct you from your vehicle to the function space? Did you feel safe leaving your vehicle? Would you feel safe leaving your vehicle overnight? Obviously, if you have concerns about these issues early in the planning process then you should discuss them in detail with your facility coordinator. Find out if their security staff monitors the parking lot and if security escorts are available in the evening hours. You should also be aware of peak capacity times and competing events that may strain the supply of available spaces.
In some cases, the cost of parking can be an issue. Most downtown hotels charge a premium for access to their parking garage, and valet service can be even more expensive. While somewhat expected, it can be a real turnoff to attendees who are asked to shell out $5 to $20 before they even get inside the building. This impression can be even more costly to fundraising organizers who look to their participants to make donations or purchase auction items. If you find yourself working with a pay-per-park situation, ask your venue representative if your organization can rent parking access for a flat rate. Even if this is not negotiable, most places are willing to track parking receipts and bill them directly to you. This will have a negative effect on your overall budget, but it could go a long way to preserving the positive feedback for your event.
No matter how dire a parking situation can seem, there are always alternatives to hanging your attendees out to dry. Remote lots can usually be rented for substantially less than on-site locations. Charter buses can then be used to safely transport people to and from their vehicles. Speaking of charter buses, they can also be used to transport directly from your business headquarters. If done with the proper enthusiasm and presentation, this method can turn a typical meeting into a fun-filled "field trip." Another option to control parking conflicts is to encourage car pooling among the guests. Planners can facilitate this option by creating call lists sorted by zip code to help co-workers identify possible matches. Last but not least, always secure a handful of VIP parking spaces for your presenters and honored guests.
Parking considerations are not always a primary concern for planners, but perhaps they should be. It can be assumed that accessible parking is an expectation, and anything less will ultimately detract from the goal of the event. Make sure your attendees understand where to park and how to access the building from this location. It is also important to ensure the safety of everyone and everything in the designated parking area. Remember, the event begins the moment the attendee reaches the venue. Everything that happens from this point forward will be considered part of the planner's responsibility. Don't let parking issues leave a bad taste in the mouths of your attendees—especially when you have put so much time into the dinner menu!
Geoff Beers is a conference coordinator at the Cintas Center, located on the campus of Xavier University in Cincinnati, OH. He can be reached at
[email protected] or via his website, www.plannerpower.com