It is important that event planners ask clients what their goal of an event is before even starting the planning process. Pictured: A Federation of State Boards of Physical Therapy hybrid event. Photo courtesy of We & Goliath

From saving costs to obtaining better-quality equipment, to ensuring a smooth, successful event experience, negotiating audiovisual (AV) equipment and services for an association’s meeting or event is paramount. By taking the necessary negotiating steps, planners can control AV expenses — which is vital for many associations’ budgetary constraints — and also ensure the organization receives the best quality equipment and service for the association’s specific event needs.

Michelle Brown, Encore senior vice president, commercial and operational excellence, says one of the biggest trends the team at Encore is seeing in AV negotiations is the demand for value and flexibility. With constant shifts in travel, government policy and the economy, planners are asking for more room to adjust plans as events evolve. The key is to build a clear decision-making timeline and agree on deadlines for finalizing the scope of work early in the process.

“Doing so not only helps prevent last-minute changes, but also reduces the risk of labor overages, cancellation fees or unexpected penalties, ensuring both planners and partners can deliver a successful event,” Brown says.

Negotiating strong AV agreements starts with early collaboration. As Brown explains, the sooner planners align with their production partners on the vision and general scope, the better those partners can secure the right team and equipment at cost-effective rates.

“Too often, AV decisions happen late in the planning cycle, after venues and travel are locked, which limits flexibility and can drive up costs,” Brown says. “Engaging technology teams early, even just to set baseline expectations, creates room to refine details later while still protecting budgets and ensuring quality delivery.”

Cost Savings

Association meeting planners negotiating AV services help secure better rates and avoid inflated prices, especially with in-house AV providers often adding commissions to their costs. Amy-Marie Lemanski, owner and president for AML Events, LLC, a full-service meeting and event management company that works with associations, says bringing in your own AV vendor to a hotel or venue that offers AV is beginning to be more common.

“Hotel in-house AV vendors are not great. The pricing is very high after all the various surcharges (the AV company and the hotel/venue all need their cut) and the association ends up paying a lot,” Lemanski says. “Additionally, if you are doing a large production event, the hotel is contracting freelance help from a list of individuals. You don’t have any idea of the caliber of those individuals. They may be terrific … or they may be a warm body.”

And remember, negotiating the best deal may not actually be the lowest price. A planner needs to be savvy enough to know what technology solutions they actually need, as well as understanding fair pricing and being realistic about costs.

As an event company owner who has worked with many large associations and organizations for over 20 years, including the United Nations, AFL-CIO, ClickUp, GitLab, Blue Shield, Urban League and more, Michelle Garrison, co-founder of We & Goliath, recommends association meeting planners start by identifying priorities with the AV component of an event. A successful event isn’t always about what’s the flashiest production.

Don’t forget to ask:

• What are the ultimate goals of the AV component of the event?
• What do attendees really want? How is success measured? What are the KPIs?
• How does a meeting planner look back and say they have actually had returns on this event thanks, in part, to the AV experience?

“With budget planning on both the attendee and organization levels, it’s good to establish your priorities first because virtual or hybrid approaches could save money in the end,” Garrison says.

“If you don’t know about the technical requirements of AV, it’s good to have a third party represent on your behalf.”

And don’t forget to compare multiple quotes from the venue’s in-house provider, as well as two external AV companies. If the in-house quote is higher, you can use the competing bid to potentially lessen the costs from the venue itself.

Integrating the Latest Technology

In addition, technology is constantly evolving, so negotiating the type of AV equipment being used is part of the process. Venues may or may not be up-to-date on the latest and greatest AV equipment, so a planner needs to know what technology is being used and if it will meet the event’s needs.

As Brown further explains, the evolution of AV technology has created both opportunities and complexities for meeting planners.

“On one hand, new solutions often allow setups to be streamlined, delivering the same quality with less equipment and spend. Planners should ask about these options in negotiations. On the other hand, the rise of hybrid events has added significant complexity,” Brown says. “Hybrid requires more labor and equipment to deliver effectively, and cutting corners in this area can compromise the attendee experience. Negotiating with these realities in mind helps balance cost savings with quality outcomes.”

Engaging technology teams early allows for greater flexibility and enhanced value. Photo courtesy of Encore

Understanding Additional Costs

Here’s something that Garrison says most planners don’t realize — when you use the venue’s “preferred” AV provider, you’re often paying a 30-50% markup that goes straight back to the venue as commission.

“That’s why it’s critical to negotiate your AV freedom in the venue contract before you sign it,” Garrison says. “Once you’ve signed, you’ve lost your leverage.”

By getting detailed, itemized quotes for AV services, planners are able to compare options easily and avoid hidden fees or costs that may not be applicable to the association’s specific needs. For example, if a meeting planner can bring in an AV vendor, the hotel/venue will often charge for a person to “monitor” the dock and load in/out. It can be a pretty high hourly rate with a minimum number of hours … and that person may or may not actually be stationed at the dock. Negotiating these types of situations can save on the overall costs of the AV service.

Also for association events that may have substantial AV needs, make sure to include in the RFP the ability to bring in external AV partners without incurring penalties. Some venues may be willing to waive or reduce exclusivity fees for larger association events.

“I am not afraid to push back on labor or hours, or to ask about equipment if I am not sure,” Lemanski says. “But I am very careful and thorough when reading through proposals. Read through the proposal they are sending you and the various equipment being used. If you don’t know something, ask questions. Don’t be afraid to push back on something.”

Understanding Trends

As AV technology continues to evolve, planners need to stay on top of the “latest and greatest” AV technology so they can provide the best experience for association attendees, while also being budget conscious.

“But remember that popularity and delivery are two different things. What is trending and popular, video walls for instance, are super cool and provide amazing graphics and images and stage enhancement to a program,” Lemanski says. “But if your event has multiple speakers who are providing a PowerPoint, it might not be the best option since it is extremely rare for a speaker to come in not having made any changes to their slides. A video wall has to be built out in advance. Any last minute changes cause a domino effect and will impact both the show flow and the budget for onsite last minute changes.”

Brown at Encore says that pipe and drape remain a functional, cost-effective backdrop, but it has become overused and can feel dated. She says that today, planners are leaning toward modular scenic elements and free-standing scenic walls, which provide a more modern, polished look. “These options can creatively fill negative space between displays and elevate the overall stage design,” Brown says.

By focusing on the strategic goals of the association’s event and what they want to achieve with the AV component of the event, the AV provider can determine the ideal, most cost-effective solutions, rather than any trendy ideas that may not be on point.

Selecting a Supplier

When selecting a AV supplier make sure you ask key questions such as: Do they provide the services and technology that you need? How nimble are they when it comes to changes? Are they familiar with the venue? How do they present themselves as a potential partner? How do they staff the event?

When reaching out to AV companies, Garrison says it is vital to be clear about what level of involvement you are expecting from them. Consider the mix of in-person vs. hybrid vs. virtual attendees that you can have at your event. You might be able to reduce your AV costs if you host a smaller VIP audience in person and take the rest of it to an online audience.

“For example, you could likely cut your costs in half from a 500 people in-person to a 100 VIP in-person plus 400 virtual, while actually improving the experience for the online attendees. It saves your attendees money and time as well,” Garrison says. “But you have to design for that split, not just stick a camera in the back of the room.”

Questions when evaluating vendors:

• Walk me through why you’re recommending this specific setup for our goals?
• What would you do differently if our budget was 20% less?
• How do you handle it when something goes wrong during the event?
• Can you show me examples of similar events you’ve produced?

“The best AV relationships aren’t just transactions — they’re partnerships where the vendor actually understands what you’re trying to accomplish and helps you get there, not just rents you equipment,” Garrison says.

When choosing an AV supplier, Brown says that trust is the most important factor. Live events have little room for error, so planners should ask how suppliers prepare, the experience level of their team and what contingency plans they have in place if something goes wrong. “Technology in a live environment isn’t fail-proof, but knowing your partner can pivot quickly provides confidence and ensures a stronger partnership,” Brown says.

Mistakes To Avoid

One common mistake Lemanski sees fellow meeting planners make is embracing the notion that the lowest price is the best option, which isn’t always the case. “A planner needs to also educate the stakeholders on costs so that they don’t automatically go to the biggest line item and arbitrarily slash it by 15% to save money,” Lemanski says.

Another common mistake in AV negotiations that Brown sees meeting planners make is focusing too narrowly on percentage discounts instead of overall value. Event technology costs vary by venue capabilities, equipment needs and labor regulations, so there’s no one-size-fits-all formula. “The real investment should be in the right team, including skilled technicians who know the equipment, work seamlessly with presenters and ensure flawless delivery,” Brown says. “Bypassing professional support or relying on untrained staff may save in the short term, but often creates bigger problems. Negotiations should start with securing the right expertise, then aligning costs with the broader event budget and goals.”

In the end, transparency is key to negotiating successful AV deals. When planners openly share their budgets and goals, it allows suppliers to recommend the right team and equipment to deliver the best experience.

“There are often multiple ways to achieve the same outcome at different price points, and collaboration helps land on the right balance,” Brown says. “Transparency should also go both ways. If contract language or technical details aren’t clear, ask. A good partner will walk through solutions in plain language so you know exactly what you’re getting.” | AC&F |