Arthur Backal has managed some of the largest event spaces in New York during his more than 20 years in the industry, including stints at the Pierre, the St. Regis, the Plaza, and the Waldorf-Astoria. Currently the president of the hospitality division for the Cipriani Group—which runs some of the biggest event spaces in town—he has his hands full. But the New York native also consults for the Mandarin Oriental, where he helped to open the ballroom, and runs his own event company, State of the Art Enterprises Inc.
What should event planners look for during a site inspection?
They should examine the facility to make sure it suits their needs in size and setup. When clients come in and see a space, they may already know from their first impression it's going to be great. Some people have to visit three or four times, and often there's an approval process involved. Investigators can—and do—take photos to bring back to the decision makers. They should also make sure the staff is attentive to their needs and can provide information to make the event unique and the experience that much more pleasant.
What basic questions should planners ask during their visit?
What can the space hold, and what type of setup is needed for the size event they're planning? What comes with the space? What equipment is readily available? Many of our venues have a lot of built-in features that not all spaces have: chairs, equipment for meal service. In other spaces, you need to bring in tables and chairs. They need to ask about technical.phpects: lighting, sound, power. If they're doing a large, elaborate setup, they may want to see what size loads can be suspended from the ceiling.
What important questions do event planners often neglect to ask?
They should ask, depending on the type of event, about what's going on during the day or beforehand. Some events don't need more than a couple of hours to set up. But it's hard if you have an evening event scheduled after a corporate meeting that ends at 5 PM.
Are there special space considerations for first-time events?
For a first-time event—maybe a grassroots event that will grow from there, such as a fund-raiser—I would say not to start in too large a space. Planners should pick a venue that will accommodate their needs but also give them room to grow. If the event has been done before, they might want a very different venue, to be a little less traditional. A different venue might get guests that much more excited.
What are the behind-the-scenes details that make a venue run well?
The planning is what makes an operation successful. When planning a setup, it's about making sure the flow works well. Timing, especially with corporate clients, is critical. Some places don't do it. [An event space's managers] should have a timeline to follow, know the arrival times of any guests of honor, and create a menu that is feasible and that can be served at the right time to be presented well. You want the event to be uneventful, almost.
What warning signs suggest that a space isn't run well?
You have to look at references, what events have taken place in that space. A good question to ask: What events that have taken place here are similar to the one we want to do? If you don't get really direct answers, or there's any vagueness, a runaround, you should know there's a problem.
Any common mistakes planners make when picking a space?
A lot of clients—especially those in New York—make the mistake of wanting to be in the newest venue. They feel they'll get a bigger draw in a new space. But you need the experience behind [a space] to make it work. Many times, clients who are involved in many similar types of events are the ones who understand what the draw will be and what event space will work. A lot of times planners who don't know as much pick a larger venue and have a smaller turnout. If you end up with a smaller turnout, your event doesn't have momentum for the future.
So is bigger ever better?
Most people want a large enough space for the flexibility to do things. If they have a guest of honor, entertainment, or other.phpects that need space, without question, make sure the event space is large enough. Certain clients love a packed room; they feel that's the ultimate sign of a successful event. Other clients need space between tables, and between diners at tables. They don't want a claustrophobic feeling.
Any tricks you offer planners to make the most of a smaller space?
Usually you can accommodate more people in a room by putting more people at each table and by using smaller tables. That way, you can accommodate a certain number of people and still have space for things like entertainment and silent auction items.
How do you work with clients who want to move to a different space?
As comfortable as a venue is, there are times when a client will outgrow the space. They might have to move to a different location. I'll make a recommendation; I always look at the client's needs, what's best for them. It's a long-term approach. Their space needs may change again in the future, and you can get them back.
—Jenny Sherman
Posted 10.24.05
Related Stories
The Venue Q&A: Amy Sacco
The Inspiration Q&A: Tuleh's Bryan Bradley
What should event planners look for during a site inspection?
They should examine the facility to make sure it suits their needs in size and setup. When clients come in and see a space, they may already know from their first impression it's going to be great. Some people have to visit three or four times, and often there's an approval process involved. Investigators can—and do—take photos to bring back to the decision makers. They should also make sure the staff is attentive to their needs and can provide information to make the event unique and the experience that much more pleasant.
What basic questions should planners ask during their visit?
What can the space hold, and what type of setup is needed for the size event they're planning? What comes with the space? What equipment is readily available? Many of our venues have a lot of built-in features that not all spaces have: chairs, equipment for meal service. In other spaces, you need to bring in tables and chairs. They need to ask about technical.phpects: lighting, sound, power. If they're doing a large, elaborate setup, they may want to see what size loads can be suspended from the ceiling.
What important questions do event planners often neglect to ask?
They should ask, depending on the type of event, about what's going on during the day or beforehand. Some events don't need more than a couple of hours to set up. But it's hard if you have an evening event scheduled after a corporate meeting that ends at 5 PM.
Are there special space considerations for first-time events?
For a first-time event—maybe a grassroots event that will grow from there, such as a fund-raiser—I would say not to start in too large a space. Planners should pick a venue that will accommodate their needs but also give them room to grow. If the event has been done before, they might want a very different venue, to be a little less traditional. A different venue might get guests that much more excited.
What are the behind-the-scenes details that make a venue run well?
The planning is what makes an operation successful. When planning a setup, it's about making sure the flow works well. Timing, especially with corporate clients, is critical. Some places don't do it. [An event space's managers] should have a timeline to follow, know the arrival times of any guests of honor, and create a menu that is feasible and that can be served at the right time to be presented well. You want the event to be uneventful, almost.
What warning signs suggest that a space isn't run well?
You have to look at references, what events have taken place in that space. A good question to ask: What events that have taken place here are similar to the one we want to do? If you don't get really direct answers, or there's any vagueness, a runaround, you should know there's a problem.
Any common mistakes planners make when picking a space?
A lot of clients—especially those in New York—make the mistake of wanting to be in the newest venue. They feel they'll get a bigger draw in a new space. But you need the experience behind [a space] to make it work. Many times, clients who are involved in many similar types of events are the ones who understand what the draw will be and what event space will work. A lot of times planners who don't know as much pick a larger venue and have a smaller turnout. If you end up with a smaller turnout, your event doesn't have momentum for the future.
So is bigger ever better?
Most people want a large enough space for the flexibility to do things. If they have a guest of honor, entertainment, or other.phpects that need space, without question, make sure the event space is large enough. Certain clients love a packed room; they feel that's the ultimate sign of a successful event. Other clients need space between tables, and between diners at tables. They don't want a claustrophobic feeling.
Any tricks you offer planners to make the most of a smaller space?
Usually you can accommodate more people in a room by putting more people at each table and by using smaller tables. That way, you can accommodate a certain number of people and still have space for things like entertainment and silent auction items.
How do you work with clients who want to move to a different space?
As comfortable as a venue is, there are times when a client will outgrow the space. They might have to move to a different location. I'll make a recommendation; I always look at the client's needs, what's best for them. It's a long-term approach. Their space needs may change again in the future, and you can get them back.
—Jenny Sherman
Posted 10.24.05
Related Stories
The Venue Q&A: Amy Sacco
The Inspiration Q&A: Tuleh's Bryan Bradley
