Hi there,

As you read last week, finding the right venue can be more strategic than one might think for events. As I’m thinking about the coming year and kicking off strategic planning with my clients, Third Party Event Contracting and Venue sourcing are top of mind! Let’s break down how to make your venue search more time and cost efficient, effective, and strategic so you can spend more time on the things you love.

Now…Here's what separates sophisticated event leaders from overwhelmed ones: they understand that venue sourcing isn't a task to muscle through on your own—it's a strategic opportunity that demands the right partner at the right time. Whether you're evaluating 15 cities for a leadership summit or negotiating complex event meeting space for a multi-day conference, how you source determines not just what you pay, and what contract terms you secure, but what you're able to create.

The most successful planners I know approach venue sourcing like master architects approach construction: they know when to leverage technology for efficiency and when human expertise becomes non-negotiable. Let me break down why going it alone costs you more than just time—and how the right sourcing strategy actually costs you nothing.

Your Strategic Partner Is Your Secret Weapon for Budget Optimization and Seamless Execution.

When you try to source venues directly without a strategic intermediary, you're leaving money on the table in ways that compound quickly:

You're paying retail rates. Hotels price differently based on who's asking. A planner calling directly gets standard rates. An experienced intermediary with established hotel relationships and volume leverage gets preferential pricing that can mean 15-30% savings on your total budget.

You're missing negotiable concessions. Waived resort fees, complimentary meeting space, food and beverage minimums converted to cover room rental, early check-in for VIPs, upgraded suites, complimentary site visits—these aren't advertised perks. They're negotiated wins that require knowing what's possible, what's standard, and what language unlocks them. And often, the relationships involved matter when these concessions are requested.

You're absorbing hidden time costs. Every hour you spend comparing proposals, chasing down availability, clarifying contract terms, and managing revisions is an hour you're not spending on the strategic work that actually moves your event forward.

You're navigating without market intelligence. Which properties over-promise and under-deliver? Which sales teams are responsive versus those that ghost after signing? Which venues have hidden costs that appear only in final invoices? Intermediaries carry this intelligence—you're starting from scratch every time. Many of these intermediaries have site visited the properties or helped other clients with events and have insights that will prove golden when it comes to decision and execution time.

The Real Estate Agent Model: Premium Service That Costs You Nothing

Here's what transforms sourcing from expense to advantage: like real estate agents, professional venue intermediaries are paid commission by the hotel, not by you. The hotel has already budgeted for this commission as a standard cost of doing business—it's baked into their sales structure whether you use an intermediary or not.

When you work with an intermediary (like my sourcing partners and I) you get:

Preferential rates we negotiate through our relationships and volume
VIP treatment and concessions that aren't available to direct bookers
Expert guidance through complex venue vetting and contract negotiation
Complimentary site visit coordination and on-property support
Protection and advocacy if issues arise before or during your event

The hotel pays our commission from their existing budget. Your rate doesn't increase—in fact, it typically decreases because of the leverage we bring. This isn't an added fee; it's a standard industry practice that works in your favor when you know how to use it.

Think of it this way: would you buy a house without a real estate agent simply because "it's free to contact the seller directly"? Of course not—you'd miss critical negotiation opportunities, market insights, and protective advocacy. The same logic applies to venue sourcing, where the financial stakes are often just as significant.

When to Use AI Platforms: The Power of Exploratory Efficiency

Not every sourcing scenario demands a human intermediary—and knowing when to leverage technology is part of strategic sophistication. This is where AI-powered platforms like BoomPop, become invaluable (p.s. check our Gianna Recommends section below for more on why they are my fave online venue/event planning platform).

I’m prud to say I’m an advisor to BoomPop because they've solved a specific sourcing pain point brilliantly: they're perfect for smaller, less complex events where speed and efficiency matter more than intricate negotiation. That’s why sometimes I recommend an intermediary human planner to my clients, and other times I recommend BoomPop. No need to compete here - below is a breakdown on when to use AI and when to go with a human touch:

Use an ai platform for sourcing like BoomPop when:

You're in exploratory mode. Comparing pricing and availability across multiple regions or cities to determine feasibility? BoomPop's AI can surface options across geographies instantly, giving you the market intelligence you need to make strategic location decisions without spending days chasing down quotes.

Your event is straightforward. A one-day offsite with a single meeting space, AV, and standard F&B? This is BoomPop's sweet spot. Their platform streamlines sourcing for events that don't require complex breakout configurations, multiple function spaces, or extensive customization.

You don't need (or don't have time for) site visits. For secondary events, recurring team meetings, or situations where you're familiar with the market and just need efficient booking, BoomPop removes friction and saves you valuable planning hours.

Budget and time efficiency are top priorities. BoomPop can save you both money and coordination time for straightforward events, giving you a clear comparison of options without the back-and-forth of traditional sourcing.

The platform works beautifully as your first pass for exploratory research or your complete solution for simpler events. It's smart technology doing what technology does best: making straightforward processes faster and more transparent.

When Humans Become Non-Negotiable: Complex Events Demand Expert Partners

But here's where the equation changes: as your event complexity increases, human expertise shifts from "nice to have" to "essential for success." This is where my partner and I step in—and where the return on working with experienced intermediaries becomes exponential.

You need a human intermediary when:

You require significant concessions. Waiving meeting space rental fees, converting F&B spend to cover room costs, eliminating resort fees, securing complimentary suite upgrades—these aren't checkbox requests. They require relationship capital, market knowledge, and negotiation finesse that only comes from years of partnership with properties. We know which properties have flexibility, which concessions are realistic, and how to structure requests so hotels say yes.

Your venue needs are complex. Multiple breakout rooms, varied function space configurations, intricate AV requirements, phased arrivals, VIP accommodations, welcome receptions, closing dinners—when your event has layers, you need someone who can vet venue capabilities thoroughly and ensure operational feasibility before you commit.

VIP treatment matters. Site visits with decision-makers require white-glove coordination. Key stakeholder accommodations need to be flawless. Leadership expects seamless experiences. When reputation is on the line, you need an intermediary who commands respect at properties and ensures your group receives priority treatment.

You're navigating high-stakes negotiations. Contract terms, attrition clauses, cancellation policies, force majeure language—these aren't boilerplate details. They're risk management tools that protect your budget and your organization. We negotiate these terms as advocates for you, not as neutral parties hoping for a quick close.

You need a strategic advisor, not just a booking agent. Which venue aligns with your event objectives? How do you evaluate trade-offs between location, cost, and experience? What hidden operational challenges should you anticipate? These aren't transactional questions—they're strategic ones that benefit from seasoned perspective.

The Strategic Sourcing Decision Tree

Here's how sophisticated event leaders think about sourcing partners:

For exploratory research planning simple offsites and creating event websites/reg all in one platform → BoomPop
👉 Fast, efficient, budget-friendly, perfect for straightforward needs and executing a straightforward platform all in one

For complex, high-stakes, or VIP events → Human intermediaries (like us)
👉 Negotiation power, concession expertise, relationship capital, strategic guidance

For multi-phase programs → Hybrid approach
👉 Use BoomPop to explore options and narrow the field, then bring in human expertise to negotiate final terms and manage complex logistics

The common thread? Never source alone when partnership creates measurable advantage. And since that partnership costs you nothing—just like a real estate agent—the question isn't whether you can afford an intermediary. It's whether you can afford not to have one.

What This Means for Your Next Event

Every venue decision is actually three decisions in one:

Where should we host this event? (Market selection)
Which property best serves our objectives? (Venue evaluation)
How do we optimize budget while maximizing experience? (Negotiation strategy and relationship)

The right sourcing partner—whether AI platform or human intermediary—transforms these from overwhelming variables into strategic advantages. You gain market intelligence, preferential pricing, expert negotiation, and time back to focus on what actually makes your event successful: the experience you're creating for attendees.

The most successful events don't just happen—they're sourced strategically, negotiated expertly, and executed with the kind of partnership that makes complexity look effortless.

Questions about this? Book time here: 👉 intro.co/giannagaudini

Take my venue negotiation Master Class: 👉https://www.giannagaudini.com/learn-from-me

Gianna Gaudini is an event strategist, advisor, and author of the Amazon bestselling book "The Art of Event Planning." She's held leadership roles at Google, AWS, SoftBank Vision Fund, and Airtable, creating unforgettable experiences that drive business results.

What I’m Loving This Week: And for all my favorite vendors, partners and products, visit: https://www.giannagaudini.com/gianna-recommends

Better Events Podcast Curious about what it really takes to succeed in the world of corporate events? I had the pleasure of chatting with industry peers and leaders, Logan Clements and Mary Davidson on their Better Events Podcast to discuss:

How to design with intention.
Attendee journey frameworks
Common gaps hotels overlook when serving planners
Career shifts for those looking to level up
What sets corporate events apart and how to break into the space
Whether you’re a nonprofit pro or an event planner eyeing corporate gigs, have a listen for practical advice and behind-the-scenes insights from my career.

Listen on Spotify: https://lnkd.in/gKqYTpRN or
Apple Podcast: https://lnkd.in/gac2Qzhr

Psst - listeners also can get 20% off my masterclass with the code: GiannaVIP applied at checkout. https://lnkd.in/g7dby54r

Gianna's Gems

GIANNA'S GEM: GIANNA'S GEM: Why Smart Event Leaders Never Source Venues Alone

Gianna Gaudini