15 Tips to Boost Private Event Bookings for the Festive Season
Some of you might remember my first role in marketing and sales at Sarti (now Marameo)—the place where I also met my husband! My job was to bring in function and event bookings for groups of 30 to 250 people and keep our space full and busy, especially in November and December. The tools and tech may have changed slightly since then, but the principles of getting bookings haven’t!
Build interest, make a connection, and make it easy for people to say yes.
With the holiday season around the corner, here are my 15 top tips to make sure your venue is the go-to for festive celebrations.
1. Make Your Website a One-Stop Shop for Event Bookings
You need a dedicated page for private events with all the key details—make it easy for people to find what they need.
Here’s what to include:
Professional photos of past events and different spaces
Mobile-friendly design so info is easy to read on a phone
Accessibility details like parking and wheelchair access
Virtual tour option so clients can get a feel for your space from home
The easier it is to get the details, the faster they’ll book.
2. Offer a Downloadable Event Brochure with Email Capture
A downloadable brochure is a great extra for serious clients. Require a name and email before download, so you have a way to follow up.
Set it up so your events team is notified with each download. A quick call or email within 48 hours offering a venue tour or menu tasting can make all the difference.
3. Invest in Local SEO and Update Your Google My Business Profile
Optimising your events page with local SEO keywords like “wedding venue [city]” or “private dining [suburb]” helps potential clients find you. Don’t forget Google My Business—keeping this profile up-to-date with photos, client testimonials, and regular updates is crucial.
An SEO pro can help refine these technical aspects, so you’re targeting the right audience.
4. Targeted Social Media Ads are Key
Once your events page is polished, invest in a few social media ads. Tailor these to your audience and platform:
Instagram works great for visually-driven ads highlighting past weddings, parties, or group gatherings
LinkedIn is ideal for corporate Christmas parties, showing your venue as the perfect spot for office celebrations
Carousel ads or Instagram Stories are especially effective ways to showcase your space and get people interested.
5. List Your Venue on Niche Directories
While your website and social media are the main focus, listing on event directories can help with visibility. Try directories like venuenow.com or hiddencitysecrets.com.au—test one or two that rank well for your keywords, and use Google Analytics to track traffic to your site.
6. Email Marketing Keeps Regulars Engaged
Private events often come from people who already love your venue, so regular email updates are essential. Remind customers about your space’s potential for group bookings and private dining at key times of year, like the lead-up to Christmas party season.
Segment emails by season or event type, so they feel timely
Keep a good content mix (about 80% value-driven content and 20% promotional)
Highlight updates like new decor or a refreshed menu—little changes spark curiosity and keep your venue top of mind
7. Use Customer Stories to Show Off Past Events
Stories add personality and help potential clients picture their own events at your venue. Share memorable moments from past events, like a wedding with a fun twist or a corporate celebration with unique details.
Personal stories are a great way to capture attention while keeping your space top of mind.
8. Promote in High-Traffic Areas (Even the Restrooms!)
A (tastefully) designed poster in the restroom is a simple but effective way to get the word out. A QR code on the poster is an easy way to direct patrons to your private events page with just a scan.
People might just mention it to their friends or consider it for their own celebrations, especially if they’re already enjoying your space.
9. Build Trust with Testimonials and Reviews
Nothing sells like word of mouth. Include a few quotes from previous clients on your private events page or in your downloadable brochure. If you’ve built a strong rapport with a past client, ask if they’d be open to sharing their feedback as a Google review, too.
10. Host a Showcase Event
One way to introduce potential clients to your space is by hosting a showcase event. Offer a taste of the menu, set up the event space, and invite local business owners or corporate clients to give them an idea of what you offer.
A relaxed, welcoming atmosphere and an info pack on departure keep you top of mind for their next event.
11. Partner with Local Businesses and Event Planners
Collaborate with local event planners, wedding coordinators, and nearby businesses to widen your network. Partnerships can lead to referrals and bundled packages that make your venue more attractive.
Event Planners: Offer special deals or commissions to planners who bring clients to your venue.
Local Businesses: Team up with florists, photographers, or entertainment providers to create all-in-one packages.
12. Encourage Social Media Sharing During Events
Leverage the power of social media by encouraging guests to share their experiences online.
Create Instagrammable Spots: Designate areas with attractive backdrops or decor where guests can take photos.
Custom Hashtags: Promote a unique event or venue hashtag for guests to use, increasing your online visibility.
Incentives: Offer small perks like a complimentary drink or appetiser if guests post and tag your venue.
13. Implement an Easy Online Booking System
Simplify the booking process by allowing clients to book or enquire online.
Online Forms: Create detailed forms where clients can specify their event needs, dates, and preferences.
Real-Time Availability: If possible, show available dates and times to reduce back-and-forth communication.
Immediate Confirmation: Send automatic confirmation emails to reassure clients their enquiry has been received.
14. Offer Customisable Event Packages
Flexibility can be a significant selling point.
Tiered Packages: Provide different levels of packages to suit various budgets and needs.
Add-On Options: Allow clients to customise with add-ons like premium drink selections, special decor, or entertainment options.
Personal Consultations: Offer free consultations to discuss and tailor packages, making clients feel valued.
15. Train Staff for Exceptional Service
Your team plays a crucial role in the success of events.
Staff Training: Ensure your staff is trained to handle events professionally, from setup to service.
Event Coordinator: Assign a dedicated event coordinator as a point of contact for clients.
Post-Event Follow-Up: Reach out after the event for feedback, showing you value their experience and encouraging repeat business.
With these 15 tips, you're ready to make the most of the festive season, attracting private event bookings for corporate Christmas parties, birthdays, weddings, and more.
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