As we wrap up this 10-module content series of the 2020 Venue Business Boot Camp, our format is different. We've spent the preceding episodes giving you advice from the Here Comes The Guide perspective, which is useful, to be sure. But in this module, we wanted to bring another voice into the conversation. We wanted to talk to someone who works on the side of the venue all the time – who has sat in the Event Manager's seat for a long career and has very deep industry knowledge.

WHAT YOU'LL LEARN WHEN YOU DIVE INTO THIS MODULE:

PORTRAIT OF A SUCCESSFUL VENUE MANAGER WITH GUEST AUDREY NELSON

2020 VBBC • MODULE 10

Refer to the time-stamped show notes below when you want to revisit any particular portions of the episode.

LISTEN TO THE PODCAST

SHOW NOTES:

6:20 Audrey’s take on what makes her successful as an event manager.
9:15 The things that Audrey changed when she took over a low-performing venue - and how those things turned it into the company’s highest performing venue.
11:01 How Audrey deals with leads that come with very little info.
12:15 How Audrey handles site tours - and gets the booking.
13:08 Meredith talks about how she does hiring for Here Comes
The Guide.
17:30 What Audrey is looking for when she hires event managers.
20:55 How Audrey and her staff handle follow ups to leads/RFPs.
25:20 Why you need to know your venue’s “Pain Points”.
26:40 How Audrey deals with the issue of “I’m getting lots of leads, but they’re not booking.”
33:39 Characteristics of the best leaders.
36:55 How to manage lead quality.
45:35 How Audrey sets meaningful goals for her team.

The biggest thing that you can do – even if your budget is super tiny – is just figure out what's working. Look at your sales processes, marketing collateral, lead tracking, etc., and figure out where you can add more fuel. Make the time to spend the time on the business side of your business.

Audrey Nelson has been in sales, marketing, and management at multiple wedding venues—from huge property groups to humble spaces—and she knows the process of selling and executing weddings as well as anyone I (Meredith) know. She’s someone who knows what you’re going through and the best ways to create (or, recreate) a successful wedding venue business.

AUDREY NELSON

Meredith Monday Schwartz started at Here Comes The Guide in 1997 (we didn't even have a website back then—there might also have been dinosaurs running around!) and was a wedding venue specialist for 10 years before taking over as Chief Bossypants in 2007. In the years since she joined HCTG, she's learned a lot about wedding couples, wedding venues, and running a company profitably—and well.