Robert Shahnazarian, Jr., is the owner and managing partner of NOOR, Pasadena’s premier event space. Voted Best Of Pasadena by the readers of Pasadena Weekly 15 years in a row, NOOR has hosted thousands of events from weddings and fundraiser galas to Hollywood wrap parties and birthday celebrations. In this article, Mr. Shahnazarian distills the most essential ingredients to planning and executing a successful event.
Whether you’re planning a product launch, an annual gala, a corporate dinner, or a holiday party, corporate events are powerful opportunities to strengthen relationships, elevate your brand, and create lasting impressions. But successful events don’t happen by chance—they require strategic planning, experienced partners, and attention to detail.
How to Choose the Right Venue Partner
The venue sets the tone. Pasadena offers a unique blend of historic charm and modern sophistication, making it an ideal destination for corporate gatherings. When selecting your venue, consider the following:
Location: Consider the location of the venue and ease of access, proximity to hotels, and whether there is ample car parking. Also, ask if your venue has partnerships with local hotels that offer discounted room rates.
Accessibility: Your venue must be able to accommodate the needs of all attendees. Ensure your venue has ample accessibility features. Look for step-free entrances, wide hallways, accessible restrooms, elevators, and accessible parking close to the entrance.
All-Inclusive Packages: To save significant time and stress in your planning process, look for venues that have already considered every detail you will need. It’s a sign that they are experienced in hosting corporate events and have created event packages to suit. All-inclusive packages typically include banquet furniture, banquet staff, beverages, catering, and additional amenities.
Transparent Pricing: The custom proposal your venue presents should clearly indicate your total price, ideally including venue fees, service charges, and sales tax. There should be no hidden charges or added extras. A good venue partner will work with you to keep your custom proposal within your budget.
In-House Catering: Catering is often one of the most significant components of an event. Using your venue as your catering partner reduces the number of external vendors you need to involve in your planning process, creating a more seamless experience.
Dietary Requirements: Above all, you want your guests to have a truly enjoyable experience. Beyond ensuring you receive the highest quality of catering, you also want to ensure your venue can provide a menu that includes options for dietary restrictions and preferences.
Menu Choice: Food is more than sustenance; it’s a form of hospitality. The menu should match the tone of your event, whether it’s a plated dinner, buffet, or cocktail reception. A thoughtful (and delicious) menu will make your guests feel cared for and will leave a lasting impression. Your venue should provide you with ample opportunity to select from a variety of menu choices that best suit your event. You should also expect the venue to offer you the opportunity for a tasting, which will help you make more informed selections.
Bar Options: Depending on the type of your event, you may require specific bar options. Bar options can play a significant role in your event, so consider them early when choosing a venue. Some venues offer full-service bars with custom cocktails, while others focus on beer, wine, and non-alcoholic beverages. Determine whether an open bar, a limited package, or a signature cocktail best suits your budget and event style, and make sure the setup is seamless to keep your guests happy.
Event Spaces: Venues all have a website and social media presence where you can view images or take virtual tours in advance, giving you an idea of the style, vibe, and ambiance, and helping you determine if it’s a suitable match for your event type. Once you have your shortlist, arrange an in-person tour to get an all-round feel for the space and its offerings. Corporate events lend themselves well to elegant, modern spaces with plenty of flexibility. If you are planning an outdoor event, ensure that the venue has indoor options that can be quickly utilized in case the weather takes an unexpected turn.
Staffing: Venues that offer all-inclusive packages will oftentimes include staff as part of your per-person pricing. I would definitely recommend discussing the venue’s specific staffing policies.
Dedicated Event Manager: Unlike weddings, corporate events don’t typically employ event planners unless the event is particularly large. Ask your sales manager if you will be assigned a dedicated event manager who will work with you from the outset to help your planning proceed as smoothly as possible.
Technology: If Audio/Visual is essential to your event, please ensure the venue has high-quality Audio-Visual technology at hand and dedicated staff to implement your requirements. Some venues don’t supply A/V technology, and you would be required to arrange a rental with an outside vendor.
Vendors: Your venue is typically your first vendor choice, and they can also be instrumental in helping you choose other vendors by providing a recommended vendor list. Outside vendors often used in corporate events include floral designers, décor specialists, photographers, DJs, live bands, and entertainers. Some venues do have in-house options for DJs, photographers, décor, and more.
Event Enhancements: To add a unique flair and create a more enjoyable experience for your guests, consider discussing enhancements with your venue, such as strolling champagne servers, a liquid nitrogen ice cream station, chocolate fountains, a caricature artist, dedicated food stations, and more. Details such as these add a layer of memorability to your corporate event.
At NOOR, we’ve hosted thousands of events, from fundraisers and galas to conferences and corporate dinners. Our flexible spaces, experienced team, in-house award-winning catering, A/V capabilities, and 3,000 car-parking spaces make planning straightforward and enjoyable. When you’re ready to turn your next event into an unforgettable experience, NOOR is here to help bring it to life.
