How to Prepare Your Event Venue for the Holiday Season: Packages, Promotions, and Profits

The holiday season is one of the biggest missed opportunities for event venue owners. Between corporate holiday parties, family gatherings, weddings, and year-end celebrations, your space can become fully booked — but only if you’re prepared.

Unfortunately, many venue owners wait until mid-November to start planning, and by that time, it’s often too late. Competitors have already launched their promotions, clients have booked other spaces, and what’s left are last-minute inquiries from people looking for cheap.

In this guide, I’ll walk you through how to prepare your venue for the holiday season, step by step. You’ll learn how to research your competitors, design profitable packages, and promote your venue without relying on heavy discounts, so you can protect your margins and position your venue as the go-to choice in your market.

Why Holiday Preparation Matters for Venue Owners

How to Prepare Your Event Venue for the Holiday Season: Packages, Promotions, and Profits

The holiday season brings in a unique mix of clientele:

• Corporate teams hosting appreciation events and end-of-year parties.

• Families planning intimate dinners or milestone celebrations.

• Couples looking for a cozy, romantic wedding setting.

All of these clients are searching early. Most corporate event planners begin booking as early as September, and engaged couples typically secure their December dates by mid-October.

If you’re not visible before then, you’re already behind.

For aspiring venue owners, this is the perfect time to study your market. Even before you have a physical space, you can begin:

• Researching how local venues advertise for the holidays.

• Noting price points, packages, and gaps in offerings.

• Building relationships with vendors and caterers.

Understanding what’s happening in your market right now gives you a head start when you open your doors later.

For existing venue owners, preparation means peace of mind. When your offers are planned and promoted early, you’re not scrambling to fill dates, you’re managing a steady stream of inquiries.

I remember one year when I launched a corporate holiday campaign in early October. By the first week of November, every Friday in December was fully booked. Why? Because we were visible early, consistent with our marketing, and offered value instead of discounts.

Holiday preparation isn’t optional; it’s essential if you want to lead the market instead of chase it.

Step 1: Research Your Competitors Strategically

Competitor research doesn’t mean copying what everyone else is doing, it’s about identifying what works and where the gaps are so you can stand out.

Start by making a list of 5–10 venues in your area. Include:

• Your direct competitors (similar style and size)

• Aspirational venues (those you look up to or want to compete with long-term)

Then, collect data on how they’re positioning themselves:

• Social Media: Scroll through their Instagram or Facebook pages from last holiday season. What types of events did they host? What visuals or captions did they use?

• Email Marketing: Subscribe to their newsletters to see how they promote upcoming dates and packages.

• Website Content: Check for holiday-specific pages, blogs, or package listings.

Once you’ve gathered the information, look for patterns:

• Do most venues lead with discounts?

• Are they promoting all-inclusive packages or bare-bones rentals?

• How early are they launching their promotions?

Here’s the key: Your goal isn’t to do what everyone else is doing, it’s to do it better.

If another venue is offering “20% off holiday bookings,” position your space as the stress-free, fully curated experience instead. Focus on value, design, and convenience, three things people are willing to pay for, especially during a busy season.

Step 2: Design Holiday Packages That Sell Themselves

One of the most common mistakes venue owners make is selling space instead of solutions.

Packages transform your venue from “just another place to rent” into a turnkey experience. They also help you maintain consistent profit margins because you control the structure, inclusions, and pricing.

Here are a few package ideas you can adapt:

1. Winter Wedding Package

• Includes: Venue rental, curated holiday décor (garlands, candles, florals), and a signature seasonal beverage like mulled wine or hot cider.

• Why it works: Couples get the look and feel of a Pinterest-worthy winter wedding without having to coordinate décor themselves.

2. Corporate Holiday Party Package

• Includes: Venue rental, AV setup, catering coordination, and a décor upgrade.

• Why it works: Businesses want simplicity and professionalism. An all-in-one solution saves their HR or operations team hours of planning.

3. Holiday Décor Upgrade

• Includes: Trees, garlands, uplighting, and pre-styled tablescapes.

• Why it works: Clients love visual impact, and you can showcase your décor in photos for future marketing.

4. New Year’s Eve Celebration Package

• Includes: Extended hours until midnight or later, premium sound and lighting, and champagne service.

• Why it works: New Year’s Eve is a premium event, clients expect exclusivity and will pay for it.

  
  

5. Mini-Event or Weekday Gathering Package

• Includes: Three to four hour rentals for smaller family gatherings, birthdays, or brunches.

• Why it works: It allows you to fill weekdays or off-peak time slots that might otherwise stay empty.

  
  

Step 3: Promote Without Discounting

Discounts can fill dates, but they also lower your perceived value and attract bargain shoppers instead of ideal clients.

The good news? There are plenty of ways to create urgency and drive bookings without cutting your prices.

Promotional Ideas That Protect Profit

• Offer early access to prime dates for returning clients or newsletter subscribers.

• Bundle extended rental hours or a complimentary décor upgrade as a limited-time bonus.

• Partner with vendors to offer exclusive holiday collaborations (like catering or photo booth add-ons).

• Announce a limited number of packages available, for example, “Only 5 Corporate Holiday Party Packages This Season.”

  
  

Urgency drives decision-making. When clients know spots are limited, they’re far more likely to commit quickly.

Step 4: Optimize Your Marketing for Holiday Visibility

If you want consistent bookings, your audience has to know your offers exist, and they need to see them multiple times.

Here’s how to structure your marketing plan for maximum impact:

1. Update Your Website

Create a seasonal landing page or banner that highlights your holiday packages. Use keywords like holiday venue packages, corporate event space for rent, and winter wedding venue to boost SEO.

Add testimonials or photos from past holiday events to showcase the experience you provide.

2. Leverage Social Media

Post consistent content across Instagram, Facebook, Pinterest, and even LinkedIn for corporate clients.

Ideas include:

• Short Reels showing before-and-after transformations.

• Carousel posts highlighting your different packages.

• Behind-the-scenes clips of setup days or décor styling.

• Countdown posts for limited packages or date availability.

  
  

Consistency is more important than volume. Even one strong, strategic post each week can keep your venue top-of-mind.

3. Use Email Marketing

Email remains one of the most effective tools for converting leads into bookings.

Send at least three campaign emails this season:

• Early Access Email: Announce your packages and dates before they go public.

• Booking Reminder: “Spots are filling fast, reserve your date today.”

• Final Call Email: A friendly reminder just before your booking window closes.

4. Repurpose Content for Pinterest

Pinterest isn’t just for wedding inspiration , it’s a powerful SEO engine for venue owners. Pin high-quality images of your space decorated for the holidays, link them to your website or booking page, and use targeted keywords like:

• Holiday party venue ideas

• Winter event inspiration

• Christmas décor for venues

Step 5: Streamline Your Operations Before the Rush

Holiday bookings can stretch your systems if you’re not prepared. A strong operations plan ensures every event runs smoothly and your clients have a seamless experience.

Here are a few quick reminders:

• Confirm your vendor relationships early. Caterers, florists, and rental companies book up quickly.

• Train your team on setup, teardown, and guest flow for larger or back-to-back events.

• Review your pricing to ensure you’re covering labor, utilities, décor maintenance, and cleaning costs.

• Prepare your contracts and policies. Include clear holiday cancellation terms and overtime rates.

  
  

The more structure you have now, the easier it will be to handle last-minute inquiries later, without burnout or chaos.

Step 6: Build Long-Term Client Relationships

The holiday season isn’t just about short-term revenue, it’s about relationship building.

Every holiday client is a potential repeat customer or referral source. After each event, follow up with a personalized thank-you note or email. Ask for feedback and encourage reviews on Google or social media.

You can even create a “returning client incentive” for the next year’s holiday season or other milestone events.

Your clients should never feel like a one-time transaction; they should feel like part of your venue’s community.

Step 7: Track and Evaluate Your Results

When the season winds down, take time to review your numbers:

• Which packages booked the fastest?

• What marketing channels brought the most inquiries?

• Where did clients mention hearing about you?

Document everything while it’s still fresh. These insights become your roadmap for next year’s success and your future campaigns will require less guesswork.

Common Mistakes to Avoid During Holiday Season

Even experienced venue owners can fall into a few traps during the holidays. Here are the top three to avoid:

1. Starting Promotions Too Late: By November, many clients have already finalized their venues. Aim to launch your campaigns by early October.

   
   

2. Competing on Price: Competing on price alone devalues your brand. Instead, compete on value and experience.

   
   

3. Overbooking Without Systems: It’s tempting to take every inquiry, but without streamlined operations, that can backfire. Protect your reputation by ensuring every event receives the same high level of service.

Conclusion: Preparation Equals Profit

Holiday season success doesn’t come from being the cheapest, it comes from being the most prepared.

When you position your venue strategically, you’re not just filling dates, you’re building a brand that stands out for professionalism, consistency, and value.

Whether you’re still dreaming of your first venue or already operating your own, your ability to plan ahead determines how profitable your busy season will be.

Remember: preparation is what separates the venue owners who survive the holidays from those who profit from them.

Ready to Plan Your Most Profitable Season Yet?

If you’re unsure where to start or if you’ve tried marketing before without results,

let’s change that.

I help new and aspiring venue owners like you develop clear strategies that attract the right clients, streamline operations, and grow consistent revenue year-round.

Book a Strategy Call with me today. Together, we’ll map out your next steps, identify your biggest growth opportunities, and design a game plan that fits your goals, whether you’re launching or scaling your venue business.

Click here to schedule your Strategy Call

Let’s make this holiday season the one that positions your venue for long-term success.