Where Events Happen: Who Really Makes the Call (and Why It Matters)

It’s one of the most quietly consequential decisions in the event world - and one of the least strategic: where the event takes place.

Everyone assumes location decisions are based on data, audience insight, and strategy. In reality, they’re often a reflection of politics, personality, or habit. Whether it’s a board that defaults to a “legacy city,” a leader who insists on their favorite destination, or a procurement team optimizing for cost alone, the “why” behind where we meet tells us as much about an organization’s culture as the event itself.

The Decision Behind the Destination

Most organizations don’t lack data - they lack alignment. And nowhere is that clearer than in site selection. A new city gets added because “it’s time for a change.” An old favorite stays because “it’s where everyone expects us to be.”

These aren’t always bad reasons - but they’re rarely strategic ones. Event location should reinforce the story you’re telling, the audience you’re prioritizing, and the goals you’re driving toward. Instead, too many events end up somewhere because it’s familiar, convenient, or easy to justify.

The Real Influencers

• The Budget: “We got a great deal.” (But did it fit the audience?)

• The Boss: “Our CEO loves that city.” (And no one wants to say no.)

• The Board: “We’ve always gone there.” (Tradition isn’t strategy.)

• The Buyer: “It’s one of our rotation markets.” (Rinse and repeat.)

According to the 2024 Global Meetings & Events Forecast from American Express Global Business Travel, location and venue suitability rank among the top three decision factors for meeting planners - yet in many organizations, executive preference still carries the final word (American Express Global Business Travel, 2023). Strategy may guide the shortlist, but politics often seals the deal.

A few years ago, I met a team who proudly shared that their conference attendance jumped 20% every time the event was in Las Vegas. The problem? When they rotated away from Vegas, attendance dropped by the same amount. They weren’t gaining 20% - they were losing it every other year. Once the pattern became clear, the conference went permanently Vegas-based. It was a data-driven, audience-centered move - and attendance stabilized for good.

That example isn’t unique. Research from Northstar Meetings Group found that when associations rotate between high-demand and secondary markets, attendance fluctuates by 15–25% on average (Northstar Meetings Group, 2024). In other words, it’s not always audience fatigue - it’s often misalignment between destination draw and attendee motivation.

What Strategy Looks Like Instead

• Audience Accessibility: Can attendees get there easily - and affordably?

• Market Fit: Does the location align with your brand, goals, or growth markets?

• Experience Value: What will the destination feel like to attendees - and does it elevate the event?

• Financial Balance: Does the cost align with both ROI and perceived value?

• Strategic Storytelling: Does the setting reflect who you are as an organization right now - and where you’re headed next?

Data from Destinations International shows that attendee satisfaction rises sharply when average travel time falls below four hours and that destination appeal can influence attendance more than registration discounts (Destinations International, 2023).

PCMA’s 2023 Meetings Market Survey echoes that sentiment - more than half of event professionals now use attendance and spend data to inform destination decisions, yet cost and airlift still dominate discussions (PCMA Convene, 2023). The takeaway? Many organizations are collecting the right data but still making the wrong decisions.

Questions Every Event Leader Should Ask

1. Does this city align with our event’s purpose and audience?

2. What story does this choice tell about who we are and what we value?

3. Are we optimizing for convenience or for impact?

4. Have we used actual data - not anecdotes - to drive this decision?

Because where you meet isn’t just logistics. It’s communication. It tells your members, your sponsors, and your stakeholders what kind of organization you are - and what kind of experience they can expect.

Final Word

Every city says something. Choosing a destination strategically transforms your event from a schedule item to a statement of intent.

As Skift Meetings put it, destination has become one of the most visible expressions of brand positioning (Skift Meetings, 2023). When you approach location as a strategic lever - not just a logistical one - you move from planning events that happen to leading events that matter.

Oh, and thanks for the idea, TK!

How We Can Help

At Eventcraft Studios, we help organizations turn event location decisions into strategic choices - aligning purpose, audience, and value for maximum impact. Whether you’re auditing your current rotation, evaluating a new market, or rethinking how place shapes experience, we’ll help you build a framework that connects the “where” to the “why.”

Contact us at todd@eventcraftstudios.com or www.eventcraftstudios.com/contact.

References

·       American Express Global Business Travel. (2023). 2024 Global Meetings & Events Forecast.

·       Destinations International. (2023). Event Impact Calculator Insights Report.

·       Northstar Meetings Group. (2024). Meeting and Event Trends Report.

·       PCMA Convene. (2023). Meetings Market Survey.

·       Skift Meetings. (2023). The New Role of Destination in Brand Experience.

© Eventcraft Studios. Originally published 2025. All rights reserved.
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