How to explore opportunities for private hire and events

Start by creating a few simple, appealing packages for private events to boost your income, especially during traditionally quiet times. The key is to clearly define what you can offer, from a semi-private corner for a business lunch to exclusive hire of the whole venue for a party. By costing these packages carefully and promoting them to your existing customers, you can open up a valuable new revenue stream without a huge initial investment.

Assess Your Space and Capacity

Before you can create packages, you need to be realistic about what you can offer. Look at your restaurant's layout and consider the options:

• Exclusive Hire: The whole venue is booked by one group. This offers the highest revenue but means turning away all other customers. It's best for big events like weddings or major corporate parties, often on quieter days like a Monday or Tuesday.
• Private Room Hire: If you have a separate dining room, function room, or even a conservatory, this is the ideal scenario. You can host an event without disrupting your regular service.
• Semi-Private Area: Can you screen off a section of your restaurant? Even a curtain or some large plants can create a sense of exclusivity for a group, making it suitable for birthday dinners or leaving-dos.

For each option, calculate the maximum number of guests you can comfortably accommodate for both seated meals and standing receptions.

Building Your Event Packages

Customers looking to book an event want clear, simple options. Avoid overly complex choices and instead create a few template packages that cover the most common requests. Think about who you are targeting:

Corporate Clients: Often book during the day (breakfast meetings, lunches) or for evening events mid-week. They need efficiency, reliability, and may require extras like a projector or Wi-Fi.

Private Parties: Birthdays, anniversaries, and family get-togethers. These are usually in the evening or at weekends and are more focused on atmosphere and a celebratory feel.

Pricing Your Packages

There are three common ways to price your events:

1. Minimum Spend: This is often the simplest model. The group doesn't pay a hire fee but must spend a minimum amount on food and drink. For example, "No hire fee for our private room on a Wednesday evening with a minimum spend of £1,000." This is great for you as it guarantees a certain level of income.
2. Per-Person Package: You create set menus at different price points. For example, "Our Celebration Package is £45 per person and includes a welcome drink, a three-course meal, and coffee." This is easy for the customer to understand and budget for.
3. Room Hire Fee + Catering: You charge a flat fee to hire the space exclusively, and then the food and drink is charged on top. This is best for full-venue hire where you are losing out on regular trade.

Getting the Word Out

Once you have your packages, you need to let people know about them. You don't need a huge marketing budget to get started:

• Create a simple brochure or a dedicated page on your website outlining the spaces, capacities, and sample packages.
• Talk to your regulars. If you know a customer works for a local business, mention you now host corporate events.
• Use your social media to post pictures of the space set up for an event.
• Add a small note to your menus: "Ask us about private hire for your next celebration."

Final Tips for Success

• Always take a deposit to secure the booking and protect yourself against last-minute cancellations.
• Have a simple booking agreement that outlines the date, time, number of guests, package chosen, and the payment schedule.
• Be flexible. Your packages are a starting point, but be prepared to tailor them to a client's specific needs where possible.