What is a showcase? It is when you throw a party, but in your own honor! It’s when you say to the event world – “Helloooo! We are here, we are hoppin’, and we are the place to be!”
Showcases are parties planned by venues to “show off” their venues to potential clients, allowing them to experience the venue first hand, taste the food and see all the spaces activated for an event. Your showcase can be one big event for all kinds of planners and events or it can target certain groups, like wedding planners, corporate planners or non-profit gala planners. Some venues even do wedding showcases for prospective couples and families. Any organization that wishes to show off their facility as a rental venue can plan a showcase, including museums, zoos, aquariums, botanical gardens and performing arts centers.
Event planners all across the country from San Diego to DC report that showcases are a great way to learn about new venues, reacquaint with old ones, and connect with industry professionals. JGL loves recommending showcases to our clients. Whether the purpose is to debut an events program for the first time, to reboot an existing one or to introduce a new catering partner or partners, it’s a reason to celebrate, bringing the events community together in your city or town!
Gather all your vendor partners, whether they are exclusive, preferred or recommended, and make a plan that celebrates your venue, showing off the best there is to offer. Many vendor partners are happy to offer their services at no charge to reach potential clients and help make the event the best it can be. Vendors can include caterers, AV services, event planners, décor, and entertainment. Promotion is key, so be sure any vendor partner you include does their part to promote the event (and therefore the venue) on their own social media channels. And don’t forget the photo booth! That’s a great way to boost the message to everyone’s network that is in attendance.
Branding is also a great strategy to drum up excitement and even lends itself to an annual or bi-annual occurrence. In 2021, JGL managed an RFP process for the Denver Center for the Performing Arts (DCPA) to select a shortlist of preferred caterers. DCPA recently debuted their new program and partnerships in an event called “Bite of the Ballroom” where 500 guests attended, they gave away tickets to a Broadway show, video mapped images of food onto plates and wowed local guests with everything that the DCPA has to offer! Each of the six caterers on their preferred list had the opportunity to create their own elaborate concept stations, showcasing their creativity and presentation.
Curating the list of attendees is of utmost importance, so be sure to collaborate with your vendor partners on inviting the right people and setting up the guidelines for attendance. Can the invitee transfer the invitation to her employees? Can the invitee bring a non-industry friend? You will want to cover these questions in advance to be sure that your investment hits the right people, and the goals of the event are achieved.
Given events of the past two years, event industry people are hungry to re-connect. If you have never planned a showcase, start planning one now. If it has been a while since your last one, flex those event planning muscles and get ready.
It’s ok to be a show-off!