Venue sourcing is often seen as the starting point of event planning, important, but routine. However, anyone who has managed a large-scale event, tight deadline, or niche brief knows that identifying the right venue is rarely straightforward. It requires a fine balance of logic, creativity, instinct, and experience.

It’s a process that blends data with emotional intelligence, structure with spontaneity. Done well, it’s not just about finding a space that fits, it’s about finding one that elevates. That’s why, in our view, effective venue sourcing is as much an art form as it is a function.

In our latest feature, Emma Pridmore shares her thoughts into the art form of venue finding.

Understanding the brief. And then reading between the lines

A well-written event brief may list numbers; capacity, budget, preferred dates, but the real insight lies between the bullet points. What’s the purpose of the event? Who’s attending? What impression should they walk away with?

A venue needs to do more than simply accommodate people, it needs to support the flow, energy, and objectives of the day. That’s why successful venue sourcing begins with asking the right questions and occasionally challenging the brief to unearth what really matters.

Experience, instinct and a bank of ‘tried & tested’ venues and partners

While there are excellent venue databases and tech platforms to support the search, they only go so far. An experienced venue consultant brings something no software can replicate: the nuance of having stood in the space, seen the team in action, and noticed the small details that affect how an event unfolds.

One of our key objectives as a business is for each team member to ensure that each year they visit at least 60 venues. Over the years, we’ve seen spaces that looked perfect on paper fall short in person - awkward acoustics, limited access, dated interiors. Likewise, we’ve found some of the best event experiences in venues that weren’t part of the initial brief but offered something unexpected and special.

This is where instinct comes into play. When you've worked across hundreds of events, you start to recognise the signs of a venue that will truly deliver. Not just in terms of spec, but in the atmosphere it can create and the way its team collaborates with clients.

If you haven’t done so already, it’s worth checking out our ‘Trinity Tried & Tested’ features on our socials, as this gives further insight into how we ensure we know our venues.

What makes venue sourcing a craft?

It’s the ability to combine:

• Strategy: Matching business goals with practical requirements and brand alignment.

• Creativity: Thinking beyond the obvious; reimagining familiar spaces for fresh purposes.

• Adaptability: Responding quickly when plans change and knowing the right alternatives.

• Collaboration: Working closely with venue teams to ensure they understand the client vision and can help bring it to life.

And it’s underpinned by relationship-building. A well-connected venue finder can negotiate added value, secure better availability, and resolve issues faster, all because trust has been built behind the scenes. See how we do this in our Strengthening supplier partnerships for exceptional venue finding article.

Top 5 principles that guide Trinity’s venue sourcing

Whether you’re sourcing a venue yourself or working with a specialist, these five tips can help shape a more effective and rewarding process.

1. Start with the outcome in mind. Before diving into location and logistics, clarify what success looks like. Is it engagement, education, celebration, networking? Let this guide the type of venue you shortlist.
2. Consider the flow of the day. Look beyond square footage. How will delegates move through the space? Is there enough room for registration, breakouts, informal networking, or quiet reflection?
3. Focus on the people behind the place. A beautiful venue is one thing, but a responsive, flexible, and proactive on-site team can make or break an event. Ask how they handle last-minute changes, AV needs, or complex setups.
4. Don’t be afraid to push boundaries. Some of the most memorable events take place in unexpected settings such as galleries, rooftops, libraries, former factories. If it’s logistically viable, it’s worth exploring.
5. Use technology - but lean on expertise. Search tools are a great place to start, but they can’t replace lived knowledge. A good venue sourcing partner brings context, relationships, and recommendations grounded in experience.

The key takeaway from this…

Venue sourcing may not always be the most visible part of event planning, but it is arguably one of the most influential. When the venue is right, everything else has a solid foundation. It supports the objectives, enhances the atmosphere, and sets the tone for success.

It’s not just about square metres or city-centre postcodes. It’s about understanding people, purpose, and place, and combining those to find a solution that truly fits.

That’s why we don’t just search. We source with precision, with purpose, and with pride.

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