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Science of Events survey reveals event goers’ top venue preferences ‘Wow’ factor most important aspect

According to the Science of Events survey, conducted by event caterers, Jackson Gilmour and the Science Museum, a venue with a ‘wow’ factor is the most important aspect when attending an event.
Out of the 170 respondents, 43% stated that a venue with a 'wow' factor creates the best first impression at an event, closely followed by a warm welcome from your hosts (31%) and a well-organised reception area (23%).


When it came to repeat events, the majority (80%) said that they prefer the events to be held at a different venue each year. 38% also stated that the venue’s location and ease of access is the most important factor when considering whether or not to attend an event.

Alicia Earls, communications manager for corporate events at the Science Museum, comments: “Unique and unusual venues are certainly becoming increasingly important for event organisers, as guests want something different.”

“Although we have found that people want a new solution for their event each year, the Science Museum’s multiple entrances, diverse galleries located on different floors have enabled us to meet these demands for repeat annual events. Regardless of how striking the venue is, organisers are also looking for a flexible option.”

It’s not only the first impression that needs to create a ‘wow’ factor; nearly half of the respondents stated that the most effective surroundings at a venue provide an interactive experience. 29% also said that a strong synergy with the host company's business or products was an important factor in terms of the surroundings.

Anne Aitken, Marketing Director at Jackson Gilmour, agrees: “When we are sourcing venues we are mindful of the relevance of the event space to a client’s business and the importance of making a good first impression. We would like to think we bring our own “wow” factor to all our events with on-trend food design, cutting edge ingredients and wonderful flavours.” 

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