Why Smart Event Venues Are Killing It With Experience Design (And What We Can Learn From Them)
✅ Key Points
Experiences Over Services – Smart venues don’t just rent space; they design emotional, memorable experiences that transform events into stories.
The Power of Sensory & Storytelling – By layering visuals, sounds, scents, and cohesive narratives, venues create stronger connections and lasting impressions.
Lessons for All Businesses – Every touchpoint, digital or physical, is a “venue.” From websites to onboarding flows, designing experiences builds loyalty and differentiation.
Look, I’ve been to a lot of events over the years. Corporate launches, weddings, conferences, you name it.
And here’s what I’ve noticed – the venues that really get it, the ones that stick in your memory?
They’re not just renting out space anymore. They’re crafting entire experiences.
Take venues like Potters Reception Melbourne for instance.
These guys have figured out something most businesses miss – people don’t just want a location. They want a story.
They want to feel something. And when you nail that emotional connection, you’ve got customers for life.
But here’s where it gets interesting for anyone running a business…
The Psychology Behind Experience Design
When someone walks into your space (whether its physical or digital), their brain starts making judgments in milliseconds.
First impressions aren’t just important – they’re basically everything.
Smart venues know this. They obsess over every touchpoint.
Think about it. When was the last time you remembered a beige conference room?
Never, right? But that venue with the waterfall gardens and the wisteria-draped courtyard? That sticks.
This isn’t just fluffy marketing talk either.
There’s real science here.
Our brains are wired to remember experiences way better than facts or features.
Its why you can probably recall your best vacation in vivid detail but forgot what you had for lunch Tuesday.
What Event Venues Can Teach Every Business
Here’s what the best venues do that any business can steal:
They create moments, not just services.
Instead of thinking “we provide meeting rooms,” they think “we create environments where important decisions happen.” See the difference? One’s a commodity.
The other’s an experience.
They layer in sensory elements. Good venues don’t just look nice. They smell amazing.
They have texture. They use natural light strategically. They understand that engaging multiple senses creates stronger memories.
They tell a coherent story. Everything from the entrance to the bathrooms should feel connected.
No jarring transitions. No “oh wait this doesn’t fit” moments.
The Digital Connection Nobody’s Talking About
Here’s where this gets really interesting for online businesses.
You might think “well I don’t have a physical space so this doesn’t apply to me.” Wrong.
Your website is your venue. Your email sequences are your hallways.
Your checkout process is your reception desk. Every digital touchpoint is a chance to create that same kind of memorable experience.
I’ve seen SaaS companies transform their onboarding by thinking like event venues.
Instead of dumping features on new users, they create a journey.
They build anticipation. They celebrate milestones.
The Mistake Everyone Makes
Most businesses focus on the wrong things.
They obsess over features, pricing, logistics. But people don’t fall in love with spreadsheets.
They fall in love with how you make them feel.
Event venues learned this lesson because they had to.
When you’re competing with hundreds of other spaces that all have four walls and a roof, you better have something else going for you.
How To Start Thinking Like A Venue Designer
First, map out every single touchpoint someone has with your business. And I mean every one.
From the first Google search to the thank you email six months later.
Then ask yourself – what emotion should they feel at each point?
Not what information should they have. What should they FEEL?
Next, look for the transitions. Where do things feel disconnected?
Where does the story break down? Those are your biggest opportunities.
Finally, add layers.
Once you’ve got the basic journey working, start adding those sensory elements.
For digital businesses, this might mean better copywriting, strategic use of video, or even just better typography choices.
The Bottom Line
The best event venues aren’t selling space. They’re selling transformation.
They’re selling the promise that when you leave, you’ll be different than when you arrived.
Every business can do this.
Whether you’re selling software, consulting services, or handmade soap. Stop thinking about what you do and start thinking about how you make people feel.
Because at the end of the day, that’s what they’ll remember.
That’s what they’ll tell their friends about. And that’s what’ll keep them coming back.
The venues that get this are booked solid.
The businesses that get this have waiting lists. Which one do you want to be?
