Skift Take
As the boutique trend sweeps the events industry, a handful of venue providers are jostling for top spot. London's Etc. Venues thinks its "laser focus" will allow it to stand out in the United States, but will it be able to compete with more established players like Convene?
Planners increasingly want customized, unique venues for events, a desire that is quickly reshaping the meetings industry. Traditional convention centers and bland conference rooms are losing ground as organizers look for trendy hotels, restaurants, or historic sites to host attendees.
It has led to a growing crop of boutique venue providers — event companies with an eye for cool spaces, which they lease and then redecorate using in-house designers. For London-based Etc. Venues, this extends beyond design and includes catering and tech support. The company, which recently raised $150 million and just made its first steps across the pond into New York, is entering an increasingly crowded field, and thinks it can differentiate itself by having a very specific focus.
“It comes back to that laser focus and being narrow and deep in terms of what we do,” said Nick Hoare, chief operating officer at Etc. Venues. “We want to provide event, conference, and meeting spaces. We're not going to be going into spas or workpla
