Sourcing Requirements / Budget Drivers
The biggest budget driver for most customer hospitality events is typically ticket costs, since a lot of customer hospitality events revolve around concerts and sporting events. Because it’s usually the biggest expense, tickets are the first thing you should start sourcing. Sourcing tickets for events can be tricky. If you work with a client who knows 3-6 months in advance the event dates, times, shows, artists, game, etc, you can save exponentially by going directly to the venues and stadiums. Otherwise, your best bet will be working with a ticketing agency. Having an established marketing calendar with events and dates keeps program updates and promotions from being too frequent and pesky, or worse, not seen enough to stay relevant. If possible, have your events planned out early to avoid the fees associated with ticketing agencies. You also may receive additional perks by going direct (VIP access, after-parties, etc).
When your customer hospitality events are culinary events and dinners, there are a different set of expenses that drive the budget. Typically, when hosting a dinner event, clients want to source a 4-5 star restaurant, offer steak and lobster with a premium open bar. Depending on the size of your event, you’re looking at per person rates around $90-100 or buyout rates and room rental rates at $5,000. They may not sound too terribly high, but the expectation is that marketing dollars are less invested in the dinners compared to concerts and sporting events. So $5,000 may already eat up half your budget right there.