The survey has been conducted by caterer Jackson Gilmour and the Science Museum as part of their Science of Events online survey series, which has been completed by 170 industry respondents. It forms part of a wider project to find out what makes the perfect event.
The survey revealed 43% of participants felt a venue with a wow factor creates the best first impression at an event. Respondents also said a warm welcome from hosts (31%) and a well-organised reception area (23%) was important.
Nearly half of respondents stated the most effective surroundings at a venue provide an interactive experience, and 29% believed a strong synergy with the host company's business or products was an important factor in terms of the surroundings.
Looking at repeat events, the majority (80%) of survey participants said they prefer events to be held at a different venue each year, and 38% stated location and ease of access is the most important factor when considering whether or not to attend an event.
Alicia Earls, communications manager for corporate events at the Science Museum, said: "Unique and unusual venues are certainly becoming increasingly important for event organisers, because guests want something different.
"The Science Museum’s diverse galleries located on different floors have enabled us to meet these demands. Regardless of how striking the venue is, organisers are also looking for a flexible option."
Anne Aitken, marketing director at Jackson Gilmour, added: "When we are sourcing venues we are mindful of the relevance of the event space to a client’s business and the importance of making a good first impression."
The Science Museum and Jackson Gilmour have already conducted , and are due to release the survey results on event professionals views on other event elements such as lighting, entertainment and staffing.
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