Picking a Seminar Location
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Your decision as to where to hold your seminars is an important one. The choice of where to hold your seminars will depend on a number of factors. I generally do my events in the major cities in the United States. This way those people who have to travel can get there easily.
Depending on your topic and what your goals are, you may want to do seminars in some of the smaller cities as well.
If you’re just starting out, stick with Seattle, Portland, San Francisco, Los Angeles, Phoenix, Denver, Dallas, Houston, St. Louis, Kansas City, Chicago, Atlanta, Miami, Washington, New York, and Boston. This list might even be too big, depending on what you’re doing, but it’s a good place to start.
The more seminar cities you make available, the lower your attendance will be in each city (in most cases). Take a look at a publication that is updated yearly called Places Rated Almanac to help you figure out where you might want to do your seminars.
CareerTrack made their mark in the seminar business by going to the smaller, second- and third-tier cities. The idea was to bring the seminar to the people. If you consider doing the same, it will mean a lot of travel.
At this point, I mainly do seminars in either New York City or Las Vegas. I have residences in both, which makes it easy for me.
I will do events in other cities where I can piggyback on an industry event. All the people in the publishing world go to a thing called American Book Expo. I do seminars in the cities where they have their events and try to cannibalize their members and attendees.
One of my goals over the next few years is to be doing a lot more events in my “home” city. A big reason why I picked Las Vegas as my base of operations a few years back was because of the advantages it offered me for giving seminars. There are a lot of cheap, non-stop flights in and out of this city. In addition to that, hotel rooms are relatively inexpensive.
When people are deciding whether or not to come to your events, they factor in a number of elements. First, they consider the registration fee. Then they consider the cost of the airfare, hotel, rental car and expenses. After they add all of these elements up they assess whether or not it’s worth it to attend.