Short introductionI’m thrilled to sit down with Katarina Railko, a seasoned hospitality expert with deep roots in the travel and tourism industry, and a passionate advocate for the entertainment and events sector. With her extensive experience in expos and conferences, Katarina brings a unique perspective to the launch of the Venue Marketing Community (VMC), a groundbreaking initiative tailored specifically for venue marketers in the UK meetings and events industry. In our conversation, we explore the motivations behind creating this specialized community, the unique challenges venue marketers face, the overwhelming need for peer support and inspiration, and how VMC aims to bridge these gaps through targeted resources and events.
What inspired you to become involved with the launch of the Venue Marketing Community?
I’ve always been passionate about the events industry, and over the years, I’ve seen firsthand how venue marketers often work in silos, grappling with challenges that are so specific to their roles. The idea for VMC came from recognizing that there wasn’t a dedicated space for these professionals to connect and grow. My background in hospitality and events showed me how vital community is for innovation, and I wanted to help create a platform where venue marketers could feel supported, share ideas, and tackle their unique hurdles together.
What specific gaps in the UK events industry did you notice that made a community like VMC so necessary?
One of the biggest gaps was the lack of role-specific support for venue marketers. Our research showed that 76% of them feel isolated, often being the only person in their organization focused on marketing the venue. They don’t have peers within their own teams who understand the nuances of promoting event spaces, and broader marketing communities just don’t address the intricacies of this niche. There’s also a clear hunger for inspiration and knowledge—96% of those surveyed said they need fresh ideas, and 92% felt their skills needed a boost. VMC was designed to fill these voids with tailored resources and connections.
Why do you think so many venue marketers feel isolated in their roles, and how does this affect their work?
Venue marketers often wear multiple hats, but their core focus—promoting a physical space for events—isn’t always understood by colleagues in sales or operations. This can leave them feeling like they’re on an island, without anyone to bounce ideas off or share frustrations with. That isolation can stifle creativity and confidence, making it harder to come up with innovative campaigns or solve problems. It also impacts morale; when you feel alone, it’s tough to stay motivated, and that can trickle down to how effectively they position their venues to clients.
Venue marketing seems to have its own set of challenges compared to other types of marketing. Can you elaborate on what makes it so distinct?
Absolutely. Venue marketing isn’t just about selling a product or service—it’s about selling an experience tied to a specific location. You’re not only competing with other venues but also with the perceptions and expectations clients have about what an event in your space should feel like. There are logistical complexities, like showcasing unique features of a venue while addressing practical concerns like capacity or accessibility. Plus, the audience is incredibly diverse, from corporate planners to wedding coordinators, each with different needs. It requires a blend of creativity, strategy, and industry-specific know-how that you don’t see in, say, product or digital marketing.
With 96% of venue marketers seeking inspiration for ideas, what kind of creative support do you think they’re craving most?
I think they’re looking for ideas that are both innovative and practical—ways to stand out in a crowded market while working within the constraints of their venue or budget. Many struggle with how to showcase their spaces in fresh, engaging ways, especially on social media or through experiential campaigns. They also want inspiration on how to connect with niche audiences or adapt to trends in the events industry, like sustainability or hybrid events. VMC aims to spark that creativity through collaborative events and forums where members can share what’s worked for them and brainstorm together.
A significant 72% of venue marketers expressed a desire for in-person community events. Why do you think face-to-face interaction is so valued in this field?
In-person events offer something virtual interactions just can’t replicate—a real, human connection. Venue marketers spend so much time behind desks or on calls that meeting peers face-to-face builds trust and camaraderie, which is essential when you’re sharing challenges or ideas. There’s also a unique energy in physically being together, especially for a group that feels isolated. These events allow for spontaneous conversations and networking that can lead to partnerships or solutions you wouldn’t find online. It’s about feeling part of a tribe that truly gets what you do.
Can you paint a picture of what a typical in-person VMC event might look like for attendees?
Sure! Imagine walking into a beautifully set-up venue space—perhaps one of our member’s own locations—where you’re greeted by fellow venue marketers eager to connect. The day might kick off with a keynote from an industry leader sharing insights on venue promotion trends, followed by interactive workshops where small groups brainstorm solutions to common pain points, like attracting corporate clients. There’d be plenty of networking over coffee or lunch, where you swap stories and tips in a relaxed setting. We’d wrap up with a collaborative session, maybe designing a mock marketing campaign together, leaving everyone inspired and armed with new contacts and ideas.
VMC offers resources like an expert forum and virtual deep dives. How do these tools specifically help venue marketers grow professionally?
The expert forum is a safe online space where members can ask anything—whether it’s a basic question about social media ads or a complex challenge like repositioning a venue after a rebrand—and get input from peers who’ve been there. It’s about real-time problem-solving and idea-sharing. The virtual deep dives, on the other hand, are focused sessions that zoom in on niche topics, like using data analytics for venue bookings or crafting campaigns for hybrid events. These tools provide both immediate support and long-term learning, tailored to the unique needs of venue marketing, helping members sharpen their skills and stay ahead of industry shifts.
What’s your forecast for the future of venue marketing in the UK events industry?
I see venue marketing becoming even more dynamic and competitive as client expectations continue to evolve. With the rise of hybrid and virtual events, marketers will need to adapt by showcasing how their spaces can seamlessly blend in-person and digital experiences. Sustainability will also be a huge focus—clients are increasingly prioritizing eco-friendly venues, so marketing will need to highlight green initiatives. I believe communities like VMC will play a crucial role in helping marketers navigate these trends by fostering collaboration and providing the tools to innovate. The future is bright, but it’ll require agility and a strong support network to thrive.
