There’s been a lot of talk about the rising popularity among companies and event planners for seeking out more and more unusual venues, but what exactly constitutes "unusual" can vary depending on the event and the wishes of the client and will be related to their type of business or what they are trying to achieve.

Generally, the use of the word "unusual" signifies a move away from the standard hotel, congress, conference hall venue to something or somewhere that has not been used or has something different to offer. When companies are looking for an unusual venue, they are really looking for ones that has provides their delegates with an instant wow factor.

This could be anything from museums, cinemas, stately homes, theatres, castles, boats, theme parks and art galleries to sporting venues such as cricket clubs and football stadiums. Basically anything that is not a standard hotel or conference centre. Gone are the days when the only venues available in which to hold events were hotels and exhibition halls, now companies and planners have huge range of choice.

The yawn factor

And it may well be boredom that’s driving this trend, as Donna Briant, Conference manager at Inntel, points out: "Corporate companies have tried the usual corporate hotel, which works for a certain purpose, but everyone is now wanting to do something different and exciting. Something that will motivate and incentives their staff. Rather than just a meeting, delegates want an 'experience’. It needs to be memorable. Something that delegates will talk to their friends and family about when they return."

But ultimately, Sally Greenhill, director of conference venue development specialists The Right Solution, believes it’s all about bums on seats: "Organisers look for a venue that will attract delegates to the event. If delegates pay to attend, the fact that the venue itself is a draw can help to gain sufficient attendees, or even if it is a paid-for corporate event it is still important that attendees feel motivated to go."

Greenhill goes on to explain that the UK Conference Market Survey (UKCMS) suggests that on average, a typical attendee has to go to between three and four events per year, so she says it is important and helpful that they do want to attend and look forward to the event.

That special feeling

Benjamin Hunt, business development manager at Archer Young, concurs: "People want to feel special. They want something new, exciting and different. Or at least, they think they do."

He believes there are very definite limits and not all companies are the ground breakers: "I have lost count of the number of clients who squeal with delight at suggestions of new and untried venues, only to book the safe option once again. People will always play it safe as long as there is the outside possibility that they will forever be remembered as the numpty that booked the company conference on an oilrig."

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