To call owning an event venue a “hustle” would be accurate, according to self-proclaimed solopreneur Shaun Kessler, the founder of New York City corporate meeting and experiential event venue OFFSITE. Oh, and he also serves as OFFSITE’s director of hospitality and head of event operations and brand strategy.
It’s been more than 14 years since Kessler opened the doors to his 4,200-square-foot, multilevel venue and took on the role, but to say that he has it all figured out would be only partially accurate. Though he’s a pro at front-of-house hospitality tasks (an initial learning curve after years behind the scenes in advertising, he said), there are still challenges that pop up on a daily basis. (After all, OFFSITE hosts as many as 200 events in a given year.)
Vendelux sussed out what they are by breaking down Kessler’s daily routing. This is a day in his life, complete with his tips for constantly elevating OFFSITE’s event services, evolving brand strategies and achieving a work-life balance….
6:30 a.m.
“I’m one of those annoying morning people who is pretty instantly ‘awake’ and ready to start the day,” Kessler said. Thus, it only makes sense that his typical day starts before 7:00 a.m.—also because OFFSITE is known to host morning events that require “pre-event tasks like setting up breakfast, prepping coffee and handling any last-minute client requests.”
A key part of event prep is a “pre-event email” that Kessler sends to clients about two weeks prior to their to-do. It “goes over all the specifics for that booking, confirming timing, guest count, catering and setup needs for each level,” he explained. “There’s nothing worse than having to rearrange a 60-person meeting at 7 a.m. as guests are arriving!”
When it’s non-event days, Kessler’s wake-up time is still early, spent “walking my dog and going to the gym.” Then, he’s tackling “general business tasks, as well as ensuring myself and my team are properly prepared for upcoming client events.”
Despite being the first person event hosts see when they enter OFFSITE, Kessler said he’s in the weeds more than ever, admitting that he’s had to “extremely thin out our team” since the pandemic battered the industry. Additionally, “when COVID reared its head in early 2020, venues like ours were amongst the first to have to close and the last to be allowed to reopen, forcing us to unfortunately shutter the two newer venues,” Kessler said. (OFFSITE’s second location in New York, and another outpost in Chicago, closed.)
“With just one venue open currently, I’m the main point person for quite literally everything,” Kessler said.
Morning
With no shortage of responsibility on his plate, Kessler lives and dies by his to-do lists. “If you could only see the number of lists I write and rewrite each week,” he said, noting that a visual “gameplan” is ideal for his productivity. “I live for a spreadsheet and calendar invite,” he added. And in the spirit of visualizing, Kessler continued: “Call me old-fashioned, but I still write down every booking and inquiry on a huge calendar in my office.”
However, the “priority each day is always the client—whether on-site at the event or through emails and calls—which can make it harder to be able to properly focus on other high-priority tasks,” Kessler admitted. But “in the events world—and this really applies to so many other sectors of life too—it’s so important to cultivate relationships,” he said, noting that as a result, OFFSITE has clients that exclusively host all of their events at the venue. “I especially love when a group instantly feels at home, knowing where the snacks are hidden and how the Nespresso machine works,” Kessler said.
On the other hand, attracting new clients has been all about “trying to be as present as possible online,” Kessler said, because “we find many inquiries are coming from standard web searches.” A quick look at OFFSITE’s socials and its vibrant green-and-black brand colors are strong, with posts that allow new and returning clients to get to know Kessler and OFFSITE’s offerings. Offering site visits is also key, because seeing a venue in person “makes an event easier to visualize,” Kessler said.
Speaking of inquiries, here are Kessler’s best practices for event planners to keep in mind when reaching out to venues:
- Include thorough event details: it “makes it easier for the venue to provide exact information and pricing.”
In return, Kessler said he’s able to “put as much detail into my inquiry response so clients can get a full idea of all our offerings and pricing.” It’s also important to the venue owner to not hide any extra charges for things like AV, beverages and flipcharts. “We don’t automatically add fees like service charges or gratuities onto clients’ final bills—when we quote an event, that’s the cost,” Kessler said of OFFSITE’s pricing policy.
- When comparing venues, ensure you understand what’s included or extra: Being aware of any service charges or other fees that are added to your bill “will help you make the most informed decisions,” per Kessler.
- Ask if you don’t see exactly what you’re looking for: OFFSITE is one of many venues that can handle so many different types of events that case studies for each may not be available on the venue’s website.
“Even if you don’t see exactly what you’re looking for, we can most likely accommodate the request,” Kessler said of OFFSITE, encouraging prospective clients to dream big and simply ask what’s possible.
Afternoon
Once the day is fully underway, it’s very likely that an OFFSITE event is to, as Kessler’s loyal client base includes the likes of L’Oreal, HBO, Heineken, American Express, NBCUniversal and the NBA, just to name a few.
He’s also known to be around when an event ends to assist with end-of-day cleaning tasks, restocking amenities and resetting furniture. “I’m the first one in each day and the last one to leave,” Kessler said, noting that it’s part of how he motivates his team.
Kessler described the venue-owning and -operating experience as “all encompassing.” At the same time, “opening OFFSITE has been one of the most gratifying experiences of my life—producing incredible events and working with some inspiring, and smart, people,” he said.
To other event profs with their eye on a similar entrepreneurial endeavor, Kessler’s advice: “Be prepared to have it become a part of you. And make sure you enjoy doing this! Because hospitality is such an important part of what we do, you can’t have ‘off days.’”
6:30 p.m.
“It’s common for me to finish a day with a client, but not leave OFFSITE for a couple hours,” Kessler said, noting that the quiet venue space “gives me a chance to catch up on everything else.”
The ultimate goal for Kessler by the end of the day is “seeing zero notifications” in his inbox—it “means I’ve accomplished all my daily tasks,” he told Vendelux, noting that sometimes it means he can stay at the venue until 10 p.m.
And post-event, Kessler’s a big fan of “a proper ‘thank you’ note,” and looks to “incentivize repeat or continuous bookings with complimentary catering upgrades or preferred rates to show our appreciation when they go OFFSITE.”
After 8:00 p.m.
“I try to give myself time to decompress each night,” Kessler said, noting that he and his partner enjoy cooking dinner, watching TV and walking their dog, Ziggy. “But no matter what, if an inquiry or email comes in, I’m usually responding to it, no matter the time,” Kessler said, admitting his work-life balance could use some improvement. “I never fully turn off OFFSITE in my mind.”
