Turning Venue Management into a Hotbed of Innovation

At its core, venue management is about creating unforgettable experiences—whether it’s a sold-out concert, a seamless conference, or a community event that leaves a lasting impression. But in an industry where logistics, safety, and customer satisfaction often dominate our focus, how do we make room for creativity? I recently picked up Eat, Sleep, Innovate by Scott D. Anthony and his co-authors, a book that argues innovation isn’t a one-off spark but a habit we can weave into our daily work. For those of us steering venues, it’s a compelling nudge to rethink how we operate.

 

The authors introduce a concept called “BEANs”—Behavior Enablers, Artifacts, and Nudges—tools designed to foster a culture where new ideas thrive. Imagine applying this to your venue. A Behavior Enabler might be as simple as carving out 15 minutes at every team meeting to brainstorm one wild idea—no judgment, no limits. What if your next event featured a pop-up art installation in an underused corner of the foyer? Or a “silent disco” break during a corporate seminar? These aren’t just gimmicks; they’re ways to surprise and delight, setting your venue apart.

Then there’s Artifacts—tangible reminders of creativity. Picture a whiteboard in your office labeled “What’s Next?” where staff jot down fleeting thoughts: a new layout for breakout rooms, a partnership with a local food truck, or a digital check-in system that doubles as a gamified guest experience. These small cues keep innovation front of mind, even amidst the chaos of back-to-back bookings.

Finally, Nudges—gentle prompts to act. The book recounts how a bank used a “no meeting Wednesday” rule to free up thinking time. For us, that could translate to a “no routine Friday,” where the team steps away from checklists to experiment with a new process—say, testing a hybrid event setup or tweaking lighting to transform a familiar space. It’s about giving permission to play, even in a field where precision is non-negotiable.

 

What struck me most was the idea that innovation doesn’t have to mean reinventing the wheel. For venue managers, it’s often about small, intentional shifts: rethinking how we use space, how we engage audiences, or how we empower our teams. The authors argue that creativity becomes second nature when it’s baked into your routine—eating, sleeping, and innovating, day in and day out.

So, here’s a challenge for our VMA community: pick one BEAN this month. Try a nudge, like asking your team, “What’s one thing our guests don’t expect—but would love?” Or create an artifact, like a “guest wow” suggestion box.

Innovation is a key theme in this year’s Congress, so we’re keen for you to share your experiments with us. I’d love to hear how you’re making innovation a habit at your venue, because in a world where experiences are everything, the venues that thrive will be the ones that never stop imagining what’s possible. Join us at the Congress by registering here.