Low Attendance Series - Part 4: Venue psychology – Why the where matters

Think the venue is just a backdrop that doesn’t need as much thought? Think again.

Your choice of location says everything about your event’s purpose, tone, and perceived value to the people you want rocking up to it.

In Part 4 of our Low Attendance Series, we dive into the subtle cues your venue sends, and how they can affect turnout.

Venue signals intent

• A hotel conference room might say “corporate and efficient”

• A rooftop bar says “networking and cool vibes”

• A private dining room says “selective and high-value”

Even before they arrive, attendees are making assumptions about:

• Who else will be there

• How formal it’ll be

• What they’ll get out of it

Use those assumptions to your advantage.

Make the venue a hook

If you’re using a standout venue, lead with it.

• “Join us at The Shard for an exclusive fintech briefing”

• “Connect with big-hitters over cocktails at The Ned”

If not, highlight why the venue was chosen:

• “Hands-on session in an innovation lab, not a boardroom”

• “Just 5 mins from London Heathrow [key transport hub]”

Use visuals in promotion

Don’t just describe the venue, show it. Make it easy for them to visualise being there and getting there.
Mitingu event pages support embedded galleries, and email templates can include venue photos, Google Maps embeds, and travel guides.

Next in the Series…

Part 5: How Timing Impacts Attendance (And How to Pick the Right Date)