When looking at your venue reporting, the challenge isn’t understanding why it matters, it’s knowing which ones deserve your time each week. The right reports will help you spot early trends, make sharper decisions, and stay ahead of revenue goals without getting buried in data.
NB: This is an article from iVvy
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By taking a few minutes each week to review the right event reports, venue managers can make faster, more confident decisions that keep revenue steady, teams focused, and events running smoothly. These five reports are the ones every venue manager should have on their to-do list.
1. Sales and conversion report
Focus: lead response and conversion performance
This report tracks the number of new enquiries received, the number of quotes issued, and the number of confirmed bookings. It’s your clearest indicator of how well your venue sales process is performing.
What to review
- Drop-offs between the enquiry and proposal stages
- Conversion rates by event type, source, or salesperson
- Average response time from enquiry to proposal
How to use it
Run a weekly snapshot of enquiry-to-booking performance. Look for stages where leads slow down or drop off and address any bottlenecks through workflow adjustments or automation.
Result: a faster, more consistent sales cycle and higher conversion rates.
2. Space utilisation report
Focus: room usage and occupancy efficiency
Every unused event space is missed revenue. A space utilisation report shows how effectively your event areas are being booked, helping you identify underperforming rooms or time slots.
What to review
- Rooms or spaces booked below 50% of the available time
- High-demand spaces that could justify higher rates
- Day-of-week or seasonal trends
How to use it
Review utilisation data weekly to identify patterns in occupancy. Use insights to rebalance pricing, update packages, or adjust promotions to fill quieter periods.
Result: Improved occupancy, better yield management, and stronger revenue per square metre.
3. Revenue and forecast report
Focus: financial performance and projections
Forecasting shows where your venue’s revenue is headed and how it compares to your targets. Regular review helps you stay on track and address shortfalls early.
