Scrooges beware: Christmas is going to be the corporate event of the calendar this year, according to Liz Taylor, CEO of the Taylor Lynn
Corporation and MD at luxury hospitality consultants, Liz Taylor Consultancy. Here,
she explains the reasons behind her company’s 30 per cent uplift in early
Christmas bookings this year, examining why the Christmas party has taken on an increased corporate value and how planners can make these events better and more innovative than ever...
In the events industry we’re accustomed to the
phrase ‘Christmas in July.’
It’s usually around that time we receive an influx
of Christmas bookings as corporate clients realise it’s just five months until
their event. Never, however, have I seen such demand for Christmas parties as
this year.
Not just in terms of volume, although we are
planning many more than usual. But in companies eager to book much earlier and
secure premium dates and preferred venues. The rush is on!
Our clients have realised that to have an event
on the date they want in December 22, booking windows opened as soon as the
pandemic eased. Let’s say I think January is going to become our new July! And
importantly, there is change in the air in terms of design too. Christmas
parties have become far less formal for sure - more emphasis on party than
dining, for example. But clients want to seize this time to try new idea and concepts.
I for one am up for the challenge.
The Covid bounceback
Two things have happened that have led to the
Christmas party rush we’re experiencing right now. The first is driven by our
recovery from the pandemic. There are teams that haven’t got together to
celebrate for well over two years now. Events have been cancelled, then
cancelled again and they are now being scheduled in, causing a backlog as well
as a higher than usual pressure for key dates. This bounceback in live events
may not last indefinitely, but in 2022 it’s led venues and event management
firms such as my own to be booked up way in advance. We’re within an inch of
maximum capacity for December.
Then there’s the issue of broken promises.
Companies during the pandemic promising to host a celebration when ‘the time is
right,’ now have to deliver on this. For some, including a number of my
clients, it’s led them to plan to two festive events in 2022: one ‘delayed’
party in the summer and one ‘annual party’ in December. Not living up to expectations
now is viewed as a big mistake.
The four Rs
Secondly, because of the ongoing recruitment issues
we’re seeing across various industries, leadership teams are placing more
emphasis on the Christmas party than before. Why? Staff retention has moved up
a gear in importance. If you can’t add new staff to the workforce, keeping
teams together by providing them a real sense of being valued, is more
critical. So, the annual festive party is a prime opportunity to re-engage with
the workforce. Offering a perk of the job that’s tangible, fun and often, less problematic
to commit to than other incentives when times are tough.
The Christmas party is also about building a bond
with employees. The moment staff and employers get together as a whole
workforce, including senior management, a connection is made on a different
level. Employers are recognising the challenges ahead and using the Christmas
party as means to reignite their team’s commitment and enthusiasm.
With the economic outlook as it is, companies may
not be able to offer staff pay rises, and bonuses or commission schemes this
year, but forgo the Christmas party at your peril. It’s much more than just a
get together to raise staff morale. It’s a necessity.
Photo Credit: Photo by Artem Kniaz on UnsplashMaking the most of the Christmas party
As I’ve mentioned, the trend we’re seeing is that
even though times are tough economically, companies are investing more than
ever in the Christmas party. It’s not just about throwing money at the event –
although I’d be happy with that! It is about spending in the right way and
squeezing every inch of value from this figurehead event.
Here’s my four cornerstones to making the event a
success:
Communicate
Communicate your plans to current staff and new
employees. Send a ‘save the date’ card to all with a gift that denotes what’s
to come. We’ve used Christmas cupcakes, bespoke baubles, and iced chocolate
plaque invitations to great success. Sharing your plans in a more creative way
will whet their appetite for the party to come. The added level of investment
and innovation, above a simple email invite, shows the commitment you have to
the individual. It speaks volumes way beyond the costs.
Be original
Right now, there’s an opportunity to reset,
refresh and rethink. The perfect set of circumstances to do something
completely different. Take a fresh approach to the tired old format. A family
day over a formal dinner. Shift up venue to something new and contemporary.
Abandon the sit-down meal and opt for food stations with a relaxed and sociable
atmosphere. Have a daytime event with an interactive element such as learning a
new skill, then drinks afterwards. First Christmas event post-pandemic – seize
this opportunity to offer something different and exciting.
Invest in things that matter
Which do you think your staff would enjoy more?
Four generic, uninspired courses including the obligatory turkey, a couple of
speeches and a DJ playing Slade? Or a free bar and the best entertainment your
budget can buy, followed with gourmet food stations with food cooked in front
of you - for relaxed party dining. I know where I’d go!
Investing in creating atmosphere is the key. For
me, it’s about making the bar a focal point in your room (never have a bar in a
separate space, it kills the tempo of the party). Free drinks or a round of
drinks tokens for all. Add theatrical lighting to bring the space to life.
Then, music is a must to get the dance floor full. DJ, tribute artist or band,
just go for the best your budget allows.
Food can always be simple and fun –
but presentation is king! And the devil is in the details. Fish and chip or
kebab van parked outside as people leave, to provide some much-needed carb-fuel
and a bottle of water for the Uber ride home. That added touch of TLC they will
remember.
Encore!
Have an onward element. Don’t just hold the party
then move on, use the party as an opportunity to continue to engage with staff.
For instance, you could have a photographer and encourage people to access
internal communication to access pictures. Send everyone a music download of
songs from the night. Or a small, surprise Christmas gift for everyone who
attended (and those that couldn’t – this no time to be bah-humbug) And
importantly, give guests a chance to sign their name up for the next amazing
company event… keep them wanting more!
The Christmas party in 2022 accumulates to much
more than a box ticking exercise. It’s not just about bottom line, it’s about
the value you can add through creativity and a real desire to engage with staff
on a deeper level. Done well, it can have a hugely positive impact on people.
There will always be those staff people who will point out the pitfalls, who
will argue the toss that spending money on a party but not giving staff a pay
rise is the wrong thing to do. But employers can’t please all people all the
time. It’s your job to come up with an event and a solution that pleases the
majority. Time to rise to the challenge.
Liz Taylor Photo Credit: Image supplied
