Venue Strategy: Back of House with Showtime Event Group’s Alice Hall

Updated on: April 26, 2024

Showtime Event Group’s Head of Wedding Sales, Alice Hall, has her hands full managing 15 show-stopping venues across nine locations. So whether you are a new player in the industry or a veteran looking to enhance your sales strategies, Alice takes us back of house to share her insights into the busy world of wedding venue sales.

Showtime Event Group 1
The elegant wedding of Holly & Kate at the State Library of Victoria.

Melbourne’s Showtime Event Group offers something for almost every couple. They can say ‘I do’ while exotic fish and sharks swim around them at the Sea Life Melbourne Aquarium, marvel at the National Heritage-listed State Library of Victoria, or have the picturesque Rippon Lea Estate as their ceremony backdrop.

Alice and her sales teams are helping clients plan their perfect day with these gorgeous venues.

Standing Out in a Crowded Market

In a market flooded with options, setting your business apart from others on the market is crucial. Alice highlights Showtime Event Group’s unique selling points, particularly their diverse menu offerings and customisable packages.

Having joined Showtime in 2019 after spending six years running her own floral styling company for weddings for almost six years, Alice is a bona fide wedding industry pro. Her first-hand experience working closely with couples to bring their wedding vision to life has taught her the value of customer service and how building a strong rapport with potential clients early on is often the deciding factor between your venue or business, and a competitor.

“We listen to the needs of the couple and tailor our services accordingly,” she says proudly.

“What Showtime event group really specialises in, and what I’m so passionate about, is that we’re able to really listen to the needs of the couple first and accommodate them.

– Alice Hall, Head of Wedding Sales, Showtime Event Group

“Whether our couples favour a contemporary Australian menu, or wish to enjoy a taste of their families’ cultural history, we have a whole range of menus to choose from — which is quite a big difference. So we have an eight-course Asian banquet with Half Lobster, which is for couples who are originally looking at places like Crystal Palace or Silks, for example, with external catering; it’s amazing that we can offer that in-house.

“On top of that, we have an Indian-inspired banquet with multiple different courses; it’s phenomenal! And a Greek-inspired menu with Saganaki. So regardless of what culture the two parties are, we find always something for everyone,” she adds.

Rippon Lea Estate
Showtime Event Group’s National Heritage-listed Rippon Lea Estate.

Customer Experience Reigns Supreme

The customer experience is a cornerstone of success in the wedding industry, Alice explains, and Showtime aims to make couples feel special every step of the way.

“We are really able to accommodate all couples regardless of whether they’re looking at a 400-person sit down to, say, a really beautiful 20-person sit down dinner at State Library Victoria.”

“Our sales team goes the extra mile,” she adds.

“Feedback from so many couples — when they might have back-to-back appointments for venue tours around Melbourne — they’ll often say, ‘Wow, it is like chalk and cheese!’. We might go to one venue and the sales executive doesn’t have a smile on their face and they’re just sort of left to their own devices and tell them to have a little walkthrough, and ‘let me know if you have any questions’.

“Versus our team, having the glass of bubbles on arrival and going through every single aspect and being able to tailor the package to their unique needs.”

It’s a very different experience.

“It’s about going above and beyond for your clients,” she adds.

Showtime Event Group
Newlyweds Gen & Pat take a stroll at Rippon Lea Estate.

The Power of Partnerships

Drawing from her experience as a former small business owner, Alice understands the value of strategic partnerships, especially for newcomers.

Alice emphasises their significance in connecting businesses with potential clients by discussing the role of platforms like Easy Weddings. She also advocates leveraging these partnerships to maximise exposure and generate qualified leads.

“It may seem like an added expense at first, but it’s truly invaluable. It’s about being in front of the couple,” Alice explains.

“We have a phenomenal internal marketing team who do such a fabulous job. A large percentage of our enquiries are derived from Venue Crew and Easy Weddings. Having these platforms is a very valuable investment.

“My best advice to businesses who do not currently have a platform such as Easy Weddings is to look into the benefits this platform offers. There are so many incredibly talented business owners within our industry who excel in what they do however they may not have a large exposure. Having a listing on Easy Weddings and Venue crew will allow you to be at the forefront of couples’ minds so you can do what you do best.”

“I cannot speak more highly of the Easy Weddings and Venue Crew team!”

– Alice Hall, Head of Wedding Sales, Showtime Event Group

“The way that the venues are categorised on the websites makes it easy for couples to find the ones that suit their unique style. The venues in our portfolio are right up there, first and foremost, in the imagery presented,” she adds.

Rather than just a platform to yield more leads, Alice values her partnership with the Easy Weddings Venue Crew team, which essentially acts as an extension of Showtime’s sales team. Venue Crew’s sales executives are all trained in each of our partner venue’s unique offer and only recommend venues that match the couple’s specific needs.

“Thanks to the team’s venue knowledge, the quality of the leads generated through Easy Weddings and Venue Crew have a very high conversion rate,” Alice says.

She adds that communication is key to a beneficial partnership, so keep the team updated with relevant information, like new venues coming on board, or changes in minimum spends.

ATEIA Photography Video Melbourne Aquarium
Ceremony at the Sea Life Melbourne Aquarium. Image: ATEIA Photography & Video

A Recipe for Success

Easy Weddings not only generates high-quality leads but also fosters a sense of community among wedding vendors through our industry events and networking opportunities throughout the year. This is another element of the partnership Alice values.

The wedding industry is not just about exchanging vows; it’s about forging partnerships, creating unforgettable experiences, and celebrating love in all its forms.

So, whether you’re a seasoned pro or just starting out, take a page from Alice’s book and embark on your journey with passion, collaboration, and a commitment to excellence. After all, in the world of weddings, success is not just measured in profits, but in the memories you help create.

Whether it’s through exceptional customer service, strategic partnerships, or a unique value proposition, success in the wedding business boils down to one thing: making dreams come true, one celebration at a time.

For a closer look at how Easy Weddings and Venue Crew have bolstered Showtime Event Group, view our one-page case study, here.

If you aren’t yet online with Easy Weddings and would like to see how we can help increase your brand presence and help book more weddings, submit an online enquiry form here, and we’ll be in touch.

Read more wedding business tips here

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