In Conversation with Savina
Some of the best venue conversations do not start with a capacity chart. They start with a clear sense of what the event needs to achieve.
For Savina, Sales and Events Executive at 15Hatfields, that difference is easy to spot. With 16 years’ experience across almost every kind of event, from BAFTA events and government projects to international venue sourcing and corporate retreats, she knows what makes an event work long before guests arrive.
At 15Hatfields, Savina works closely with organisers as they shape briefs, shortlist spaces and plan corporate events that need to run smoothly from first enquiry through to close.
We spoke to her about what experienced clients tend to get right, the questions first-time organisers often forget, and what she would tell anyone shortlisting a London venue.
One of the first things I look for in an event brief is not actually the date or the guest numbers. It is the purpose.
Of course, I need to know the practical details. When is the event? How many people are attending? What is the schedule?
But the strongest briefs explain what the organiser is trying to achieve.
Is it a conference designed to inform? A celebration? A workshop where people need to collaborate? A product launch? Those answers make all the difference because they shape every recommendation we make.
A room that works brilliantly for an AGM with keynote speakers might be completely wrong for an interactive workshop. Likewise, a showcase needs space for people to move around and talk, while a retreat might benefit from a more relaxed layout.
At 15Hatfields, we do not simply match a room to a capacity. We think about guest flow, room layouts, timings, catering, AV requirements and how the day will actually unfold. The more context a client shares, the more value we can add.
Something I have noticed over the years is that experienced organisers ask very different questions.
They are rarely just interested in availability or price. Instead, they want to know how similar events have worked in the space before.
They will ask what room layouts have been most successful, how guests typically move through the venue, whether we would recommend a different set-up, where we think any pressure points might be, and what level of AV support would make the event run as smoothly as possible.
Those conversations tell me they are thinking beyond the booking itself. They are thinking about the experience their guests will have.
A good venue team should be able to draw on real experience, not just a brochure. We should be able to explain what has worked before, what we would recommend for your particular event, and flag any potential challenges before they become problems.
If you are organising an event for the first time, it is completely natural to focus on the obvious things: the room, the catering, the guest list and the date.
What often gets overlooked are all the moving parts around the event itself.
How early do suppliers need access? When does the room need to be ready? How long will set-up and breakdown actually take?
AV is another area that can easily be underestimated. A simple presentation may only need standard equipment, but if you are introducing multiple speakers, hybrid audiences, live streaming or more technical production, it is worth having those conversations early.
One of the biggest mistakes I see is assuming an AV technician is not necessary because the equipment is already installed. If the technical delivery is central to the event, having someone there to manage it gives everyone much more confidence on the day.
That is why we work through those details during the planning process, so everything is in place long before guests arrive.
Corporate events have changed a lot over the last few years, and so have clients’ expectations.
People are not just looking for a well-located venue with the right capacity anymore. They want somewhere responsive, adaptable and aligned with their organisation’s values.
For me, two things come up time and time again: sustainability and flexibility.
Sustainability is not a nice extra anymore. For many organisations, it is a genuine part of the decision-making process. They need to know that a venue’s environmental credentials are credible, practical and something they can confidently explain to colleagues or stakeholders.
Flexibility is just as important because no event ever stays exactly the same from enquiry to delivery. Guest numbers change, agendas evolve, timings shift and internal priorities move around.
A good venue should not make those changes feel like a problem.
That is where an experienced team really earns its keep. It is not simply about saying yes to every request. It is about understanding what the client is trying to achieve and finding the best way to make it happen.
Absolutely.
Whenever someone asks me how to shortlist a venue, my advice is always the same: go and see it.
A proposal tells you a lot, but it cannot tell you everything.
It cannot show you how a room feels when you are standing in it, how naturally guests will move through the space, or what the atmosphere is like when people arrive. It certainly cannot replace the confidence that comes from meeting the team who will be looking after your event.
A site visit is often the moment people realise the difference between a venue that looks suitable on paper and one that genuinely feels right for their event.
It is valuable for us as well.
It is not just about showing people around the building. It is an opportunity to talk through the event properly: what you are trying to achieve, how guests will use the space, what support you will need and how we can make the day run as smoothly as possible.
One of the most common things I hear after a site visit is, “It’s much bigger than I expected.”
From a floor plan or a proposal, it is difficult to appreciate how the spaces connect together or how flexible they are. Once people walk around the venue, they start to see how easily it can adapt for conferences, receptions, exhibitions, workshops and breakout sessions.
The other surprise is usually our AV capability.
Many clients do not realise what is already included within our Day Delegate Rate, or how much support is available if they need something more technical.
That makes a real difference because AV is one of those things people only notice when it goes wrong. Whether it is a keynote presentation, a hybrid event or a panel discussion, having reliable technology and experienced people behind it gives organisers confidence that everything will run as it should.
There are two answers to that question. The first is sustainability.
It is part of who we are, not something we mention at the end of a proposal. For organisations with environmental commitments or reporting requirements, that is increasingly important because they need a venue whose values genuinely align with their own.
The second is our people.
We have a long-standing team who know the building inside out. We have seen hundreds of different events come through these spaces, so we understand how they work in practice, not just on a floor plan.
That experience means we can spot potential challenges early, suggest ideas clients might not have considered and help shape an event from the very beginning.
For me, that is what gives clients confidence. They are not just hiring a venue; they are working with a team that genuinely wants their event to succeed.
Whether you are planning a conference, AGM, showcase, reception, workshop, away day or corporate celebration, the best starting point is a conversation about your brief.
Share your event objective, guest numbers, timings and any must-have details, and the 15Hatfields team will help recommend the right space, set-up and support for your day.
How to shortlist a London events venue: a practical framework for venue finders and decision-makers
Shortlisting London venues doesn’t have to be overwhelming. Use this practical 3-step framework to compare spaces confidently, streamline site visits and avoid surprises – from capacity and layout to accessibility, tech and costs.
