If you’ve ever stared at a list of potential venues and thought, “How am I supposed to choose just one?” you’re not alone.

Mousumi Johnson, of Benchmark Resorts & Hotels by Pyramid Global Hospitality, sat down with Mark Peterson of the event planning company LamontCo to talk through what’s become an all-too-common planner pain: venue discovery overload. The kind that makes you question your career choices.

Peterson, a seasoned industry pro, doesn’t mince words: “The process has gotten transactionally driven…there’s maybe a lack of empowerment as opposed to relationship driven, which I grew up with.” In other words, we’ve traded handshakes for algorithms, and it’s making planners’ lives harder.

So how do you actually make venue discovery less of a time-suck and more of a strategic slam dunk? Peterson offered real-world insight, tactical moves, and even a destination plot twist that ended in a four-year win streak.

Let’s break down the strategy.

With Venue Selection, Start With What’s Non-Negotiable

When the RFP process feels like death by spreadsheet, it’s time to zoom out and filter hard.

“Are the preferred dates available?” Peterson asks. “If availability’s not there, that’s going to be a big factor.” It’s a deceptively simple place to start, but it can immediately eliminate options that will never work.

From there, consider the core budget busters:

• -Room rates and F&B minimums
• -Concessions that impact your master account
• -Attrition clauses (cumulative vs. nightly matters more than you think)
• -Proximity to the airport (attendees don’t love 90-minute transfers)
• -Space requirements now and for future growth

If you’re changing destinations or running a new program, these filters are your first line of defense against overload. As Peterson puts it, “Does the hotel have the right general session space? Can your program grow in that space?”

Know Your Segment, Know Your Priorities

Not every group is built the same, and treating them that way only leads to mismatched venues and unmet expectations.

Peterson lays it out clearly: “Associations can be rate sensitive… but they don’t pay for the room and tax. The individuals do.” That means master account costs like A/V and catering are often bigger decision drivers.

On the corporate side, room rates do matter more because the company typically foots the whole bill, including taxes and incidentals. But that doesn’t mean it’s all about cost. Incentive groups, for example, are looking for a destination that feels aspirational. “They may want to take into account the experiential factor of that destination,” he says.

Youth sports events? You’d better be thinking about things like breakfast included, triple/quad occupancy, and proximity to venues. Oh, and safety—especially if parents are tagging along.

The bottom line: Every market segment comes with its own decision-making DNA. “Just know your customers in specific groups in advance,” Peterson advises. “Help them determine what’s most important on an RFP-by-RFP basis.”

When the Clock’s Ticking, Work Smarter

What if you only had 24 hours to finalize your shortlist? According to Peterson, it comes down to focus and gut instinct, backed by solid pre-work.

Start by asking this killer question:

“What would it take to get you to sign a contract today?”

That single line can clarify priorities and quickly shrink the list to two or three top contenders.

Then, make sure you’ve done your homework before you hit send on that RFP:

• Refine your destinations—stick to two max

• Limit properties to no more than five per location

• Know your top five priorities and make sure everyone on your team does too

These steps aren’t just time-savers. They make your proposal evaluation sharper. “You can streamline maybe one to three hotels that have proposed based upon the original RFP responses,” Peterson says. “That’s a key question. It can be.”

When Trust Closes the Deal

Peterson wrapped with a hotel selection story that drove home the magic of trust in this business.

A client was bouncing between destinations, unsure about Bermuda. They’d barely left the mainland. “I was on pins and needles, overwhelmed,” Peterson admits.

So he called in reinforcements, MJ and the Pyramid Global team at Cambridge Beaches. “They said, just get ’em here. We’ll wow them.”

And they did.

The client came back sold, calling it one of the best event experiences they’d ever had.

Result? Four years of bookings, all from one well-timed bet on the right partner.

The Takeaway

Venue discovery doesn’t have to feel like you’re drowning in RFPs or trapped in decision purgatory.

With clear priorities, segment-savvy planning, and a strong partner network, you can go from overwhelmed to on the books fast.

And when it comes to trusted partners, LamontCo delivers more than just venue sourcing. From contract negotiation to full-scale event management, housing, transportation, and even incentives like Lamont Golf or Lamont Cruise, their team is built to handle every angle of hospitality logistics — whether your event is in-person, virtual, or somewhere in between.

Peterson says, “We’re your one-stop shop. We can help anybody, anywhere, with any needs in the meetings industry.”

Venue overload? Not anymore.

Ready for a smarter venue shortlist? Explore Benchmark’s Meetings & Events Destinations, then reach out to us here >>