Venue Marketplaces: An Introduction to What They Are and the Power Players in this New Industry

Berkeley, California (EastBayDaily) — Recently, a new industry has emerged within the meeting and event planning market. Venue marketplaces make searching, comparing and booking event spaces seamless by listing hundreds of available locations and enabling users to reserve those spaces instantly.

In the last few months, venue marketplaces like LiquidSpace, eVenues, EventUp and Froomz have sprung up, offering comprehensive meeting room and event space listings that include museums and art studios to private residences like Eric Clapton’s former home in Venice, CA.

“While people are already used to reserving tables on OpenTable, vacation homes on VRBO, and travel packages on Expedia, many people are not aware that venue booking services already exist and they still either (a) search through directories and contact venues individually or (b) rely on referrals and play phone/email tag to request for pricing and availability” remarks Christina Dunham, VP of Marketing and Business Development for Froomz.

Event planners are able to search for venues tailored to fit their needs, including pricing, availability, accommodations, event size, geographic location and even how payment is assessed, with pricing based on hourly or daily rates, number of attendees, flat fee packages, or food and beverage packages.

“From a technology standpoint, coming up with a pricing interface that’s both flexible and simple is the most challenging part. There’s no standard on how event venues are priced, it’s not a commodity,” states Yan Heim, CEO of Froomz. “And in the age of self-service, customers demand instant information and pricing transparency. Venue marketplaces help democratize the event planning industry by providing meeting and event planners direct access to this information.”

Venue management tools like back-end reservation processing and CRM systems are designed to benefit both event planners as well as the venues themselves. Venues get increased visibility and promote their facilities, while planners are able pay for their reservations in just a few clicks.

“On the venue side, there are behavioral changes to address as there are many who still manage their inventory using physical reservation books or digital calendars, and depend on pen and paper systems to organize orders and contracts,” adds Yan.

But buyer beware, as not all marketplaces are created equal. While some venue marketplaces have a direct relationships bound through contract with the event space providers, others simply scrape information found on the web about the venue and list it on the website. The opt-in route is more ideal for the user as the information is always guaranteed to be accurate and up to date.

About Froomz: Froomz connects people and spaces, enabling meeting and event planners – and everyone else in between – to search, sort and compare spaces in our marketplace; select and book venues in real time; as well as share events with colleagues, family and friends. Froomz features direct relationships with San Francisco party venues, San Francisco meeting spaces and San Francisco banquet rooms just to name a few. The online event space management system specializes in finding unique venues such as art galleries, museums, photography studios, clubs, bars and restaurants to meet the needs of event planners looking for the perfect place to hold a gathering. It serves as a database that anyone can access for up-to-the-minute information on pricing, availability, and accommodations. Froomz accommodates a variety of rental options, from hourly and daily rates, flat fee packages, food and beverage bundles to per attendee pricing.


Christina Dunham