Hi @jpc95, This is something I’ve spent a lot of time refining this year because we receive a large number of inquiries for private gatherings and large-group reservations.
One lesson we learned fairly quickly is that private events usually require much more planning, communication, setup, and staff attention than our normal customers. We initially charged a fairly small fee to reserve a partially private section, but it often didn’t reflect the additional work or the value of holding that space. We have since increased our private-event fees. Some guests decide not to book after seeing the fee, and we’re comfortable with that. For the events that do book, the fee allows us to provide the extra attention they expect while making the event worthwhile for the business and staff.
Where do inquiries arrive, and who owns the reply?
Most inquiries begin with a phone call, and people often want an immediate answer. I’ve instructed my staff to provide my email address and ask the customer to email me with as many details as possible.
Every event is too different for one-size-fits-all pricing, so I don’t ask the staff working regular service to quote event costs. I handle those conversations myself and prefer to keep the important details in email. A phone call can be useful for discussing the basics, but pricing often requires reviewing the date, time, guest count, space requirements, and expected level of service.
Having everything in writing is also extremely valuable. Questions about what was discussed or included almost always come up eventually. If we do speak by phone, I follow up with an email summarizing the conversation.
How do you calculate the first estimate or minimum spend?
We primarily use a space-reservation fee rather than relying on a minimum spend. The fee is tiered based on whether the group needs a few reserved tables, half the venue, or a complete buyout. It also varies by the day of the week, time of day, season, and whether the event will use indoor or outdoor space.
I experimented with minimum-spend requirements, but they were difficult for our staff to track because many groups want separate checks, particularly for drinks. With a reservation fee, I know the value of the occupied space and the additional work is covered. Whatever the group orders during the event is then handled normally.
How do you follow up and collect the deposit?
Once we agree on the event details, fees, and options, we use Square’s contracts and invoicing features to send everything by email. I prefer to collect all event-related fees before the event. That way, the staff can focus on hospitality and only need to manage food and drinks ordered during the event.
Where does the most back-and-forth happen?
For us, it is usually around the guest count, which areas will be reserved, timing, food and beverage arrangements, separate checks, decorations, and exactly what is included in the fee (they always ask if the fee goes towards the food and drinks. I always say any food and beverages are separate from the fee).
My biggest recommendation is to document everything. Put the final details in an agreement that the customer signs. If anything is discussed by phone, send an email afterward summarizing what was decided. That paper trail protects both the restaurant and the customer and helps prevent misunderstandings on the day of the event.
I’m still working on ways to streamline the process, but nearly every new inquiry introduces a consideration I hadn’t encountered before. At this point, I have a solid base-fee structure, and then I adjust the estimate based on the event’s specific requirements and any additional work involved.
