Aviva Total Politics 2010 Election Map

Total Politics - because knowledge is power

 

The good gig guide

 

Jo Tanner

 

How to host cost-effective but popular events in Westminster by Jo Tanner 

 

 

The sad truth is that a large proportion of Westminster events do not necessarily provide a good return on  investment for the organisations that hold them. They are often poorly targeted, attended by MPs' researchers on the hunt for free booze, and generate zero media coverage.

 

The secret to holding a good event is all in the planning. Too many people think by throwing money at something they can create the atmosphere they crave. The first thought for MPs and peers when they receive your invitation is: "What would attract me to such an event and what would make me want to stay?" Spend time working out what type of event you need - does it need to be a drinks do, or could it be a call to action, where attendees are asked to sign up to a cause?

 

First tip - don't hold a party in Westminster on a Thursday night or Friday if you want MPs to attend. They usually head to their constituencies as soon as Commons business is finished, usually on a Thursday evening, and will no doubt be booked to attend some dull association dinner. Earlier in the week works best.

 

Working in the charity sector has helped us come up with a number of low-cost events which reach out to MPs. The most successful are those to which they are invited for a short time to sign up to a cause. Such events can cost under £1,000, be run on College Green and involve press releases and photos of the MPs with representatives of the charity.

 

Our work with one charity led to over 100 MPs turning out and generated over 300 pieces of press coverage. The event enabled the charity to have useful conversations with MPs, and they clearly loved knowing that they could get some publicity while supporting a worthy cause.

 

This kind of event is not only simple, it is very cost effective. You can only really hold them in the warmer months but, for some organisations, it is far more useful than a summer drinks reception and is a fraction of the cost. You need permission from the Serjeant at Arms and you need good admin support to ensure MPs are contacted efficiently, and that photos and press releases are distributed afterwards. But, on the whole, any well-organised in-house team or agency can manage it.

 

But what if you do go for a drinks event? Make sure it has a purpose and that you can staff it accordingly. Many events I've been to end up with a bunch of junior staff huddled together in a corner too scared to talk to the guests. Make sure you have a clear message and spend time with your team ensuring they can confidently convey it and deal with questions which may arise.

 

If you are having speakers, what will they be saying? Will it be controversial, and could it be newsworthy? Could you go for a panel and make the session more interactive? Use all your contacts to find a real headliner. A recent leaving do in Westminster for a Conservative press officer was jam packed, not only because she was a popular member of staff, but because rumour had it William Hague was speaking, and he didn't disappoint.

 

If you want to hold an event in the Houses of Parliament, there are a number of logistical issues to be aware of. First, and most important, the event must be sponsored by an MP or peer in line with Parliamentary duties. No charge is usually made for the rooms if you are hosting a meeting or debate-style event because they offer an MP the opportunity to meet constituents or lobby groups. The event must be attended by, or chaired by, the MP in question, and his office must book the room.

 

 

 

 

If you are hosting a drinks reception, according to the House of Commons banqueting team, there is no room-hire charge as long as you guarantee that you will meet the minimum numbers of people for that room and pay a standard refreshment rate of £18.60 per person. This includes food but not drink, so it is worth deciding whether it will work out cheaper to pay the room hire cost instead, as many early evening functions don't need much food.

 

For example: hiring the terrace for a minimum of 100 people would cost £750 without refreshments. But if you were to pay the standard refreshment rate the cost would be £1,860, and room hire would be waived. The ball-park figure given for both food and drink is  approximately £30 per person. You can't bring your own alcohol, but you can operate a cash bar, which may be suitable for some events.

 

The choice of rooms is as important as your choice of sponsor. Not only do you need a reliable sponsor who will make the necessary arrangements and turn up, you also need a bigenough room to be available for your event. Some rooms are so popular that they are subject to a ballot. A series of sponsors (MPs) will have put their names in a ballot three months before the event date to secure a large room (the Attlee Suite in Portcullis House, for instance) and the winning sponsor's name is drawn out of a hat.

 

It is vital, therefore, that you have written confirmation of your booking before invitations are distributed. Staffing is very important at a drinks event - there is nothing more frustrating than getting a great turnout only to see them leaving after half an hour of waiting to get served at the bar.

 

Events on the Parliamentary Estate must not be of a commercial nature - so you can only raise awareness, not money.

 

If you are looking for something a bit different, Westminster offers an array of locations. There is the rooftop terrace of RIBA (Royal Institute of British Architects) for a summer reception with perhaps a busker from the Tube, or the dizzy heights of Altitude at Millbank Tower, overlooking the magnificence of Westminster and the Thames, where Total Politics was launched last year. The secret is to negotiate hard and be canny with your venue. In the current economic climate, it has never been easier to be cost-effective and bag a bargain.

 

Other ways to save money include using jugs of tap water instead of bottled wherever possible. It is better for the environment and can save a lot on the bar bill. Also think about timing. Some venues charge by the hour and some by the evening or lunchtime. Be clear about how long you really need and where you can save on set-up time and clearing up.

 

Creativity is crucial - remember that even the most boring space can be spruced up. For the Total Politics launch we organised easels holding pictures of famous politicians morphed together. The pictures provided a talking point for guests who tried to work out whether it really was Boris Johnson's nose paired with Michael Martin's eyes. You think politicians are an odd-looking bunch already - you should have seen this lot!

 

And lastly, when organising an event in Westminster, always over-invite. In this fastmoving environment, which reacts to breaking news at a moment's notice, guaranteeing a good attendance is about as likely as picking a winner in the Grand National. So expect a nail-biting run-up, hoping people will come. If you can make the purpose and nature of your event stand out, then your fingernails and your budget may just survive.

 

 


Jo Tanner works for iNHouse PR