Are academic venues the hidden gems

Once overlooked, academic venues are fast becoming a compelling alternative in the events industry. Combining affordability, intellectual prestige and increasingly modern infrastructure, universities across the UK are redefining what it means to host a professional event--and may just be the industry's best-kept secret, writes Rachel Parker, Director, AEV & EIA

Once considered the guardians of education and research, universities and colleges across the UK have emerged as sought-after venues for hosting conferences and professional events of all varieties recognising the dual benefits of generating revenue and enhancing academic visibility.

As hubs of knowledge and innovation, universities are especially suitable for, but not limited to, scholarly, scientific, or research-based events. Delegates often report increased engagement when attending events in academic settings – benefitting from proximity to thought leaders, research teams, student energy and cerebral resources.

What was once a seasonal side offering has become a strategic and professionally managed operation. Today, academic venues are not only filling gaps in university funding models but also offering unique, cost-effective and intellectually engaging alternatives.

Working in tandem as educators and event hosts

Internally, academic venues remain primarily centres of education, hosting classes, lectures, seminars, exams and training. Externally, they provide spaces for everything from corporate meetings and press launches to live performances, sporting tournaments and even weddings – thus expanding their offering and in turn, their income opportunities.

Whilst this dual purpose increases their appeal, commercial events remain secondary to educational priorities, meaning that availability, flexibility and access can be limited to the boundaries of the academic calendar.

How do they fair in value, versatility and vision?

Operating largely on a not-for-profit basis, universities can offer appealing rates and value for money, especially during non-term-time when student accommodation and lecture halls sit vacant. For budget-conscious associations, charities, or public-sector bodies, this denotes a significant opportunity to deliver high-quality events at a fraction of the price.

What’s more, universities often bundle services into comprehensive packages, including catering, AV equipment, Wi-Fi access and room hire, simplifying planning and keeping costs predictable – an advantage in uncertain economic times.

University campuses provide an infrastructure equipped for learning and interaction and are set with sizeable lecture theatres, seminar rooms, breakout spaces and exhibition halls – often with the latest audio-visual provision and high-speed internet. Some have already formed dedicated conference teams to oversee external events, providing professional management and ensuring a smooth experience for organisers.

Outside of term time, universities can offer extensive on-site accommodation, usually in student residences. They may be a little more basic than hotel rooms, but they are affordable, plentiful and ideal for large-scale residential events.

Universities’ physical spaces are also well-suited to networking and collaboration. From spacious foyers and atriums to landscaped gardens and courtyards, they offer a variety of environments expedient to informal discussion and creative thinking.

From Gothic libraries and ivy-covered quads to modern sustainable campuses, academic venues offer a diverse range of prestigious and inspiring settings appealing to different audiences.

Many universities are located in architectural landmarks or sit within striking rural, coastal, or city-centre locations. Hosting an event in such a setting can raise its perceived value and create a lasting impression on attendees. Beyond facilities and affordability, academic venues offer intellectual energy and community connection: a sense of purpose. These are spaces where ideas are born, challenged and progressed.

Increasingly, universities are embracing this role, actively encouraging engagement with their local communities and industries.

Facilities and infrastructure

Despite their appeal, academic venues do come with a set of constraints.

Room and resource availability can be restricted during term time, especially during exams or the beginning of term. Academic timetables are prioritised and often centrally managed, making last-minute changes or bookings difficult. This can lead to longer lead times and less flexibility, especially for peak corporate event seasons.

While modern campuses offer excellent AV and IT infrastructure, certain academic venues lack the luxury touches expected in premium commercial settings. Catering options, though improving, may also have less variety than high-end venues. Despite convenience, décor may be more functional than fashionable. That said, while they may not rival five-star hotels in opulence, academic venues offer something increasingly rare: an experience rooted in learning, community and discovery.

Large university campuses can be challenging for visitors to navigate. Signage may be inconsistent, buildings scattered and room naming unfamiliar. As such, for multi-session conferences or exhibitions, additional wayfinding solutions, maps, volunteers, must be factored in for the attendee experience.

Responding to demand

The success of academic venues hasn’t happened by chance. Economic pressures, particularly following the National Audit Office’s 1996 report* on underutilised university estates, prompted institutions to reassess the commercial potential of their spaces.

Initially this meant small investments – updating furniture, improving access and creating centralised booking teams. Over time, however, many universities made major capital investments, developing dedicated spaces.

Sustainable way forward

As the events industry pivots towards sustainability, value and purpose, academic venues are in a good position to take a growing share of the market.

Academic venues are often pioneers in environmental sustainability, aligning closely with organisations focused on ESG (Environmental, Social, and Governance) goals. From zero-waste catering and ethical procurement to carbon offset schemes and energy-efficient buildings.

In response to growing demand for hybrid and virtual events, numerous universities invested in high-quality digital infrastructure. Lecture theatres are equipped for live streaming, virtual Q&As and on-demand content recording. Some even utilise student AV teams or media departments to support digital delivery – a unique value proposition transforming academic venues from budget-friendly alternatives to competitive players.

Working in partnership

Academic venues can also create valuable collaboration opportunities between attendees, students, faculty and industry members. Many institutions encourage their own researchers and students to attend or participate in events, allowing for useful exchanges between industry professionals and academia.

The Association of Event Venues offers academic associate memberships for several institutions benefitting students through commitment to providing time to help them gain insights into the real-life experience of working in the venue events industry and in turn providing the university with visibility, event venue experience and alignment with leading voices in the events field.

Academic associate membership opens doors to the event venue community for students, providing the option to secure work experience or site visits. The association has recently announced a membership sponsorship programme for academic institutions providing access to circa 50 member venues in the UK and around the world. Collaboration gives academic associate members an audience and opportunity to network with AEV member venues giving students a broad learning experience.

This relationship benefits both parties and points to the professionalisation of event services within higher education.

Setting a jewel

Academic venues now represent around 6 per cent* of all UK event venues and are carving out a distinctive niche – particularly among value-conscious and mission-driven clients.

The use of academic venues for conferences and events presents alternative to traditional commercial venues. With their intellectually rich environments, modern facilities and cost-effectiveness, they are particularly well-suited for knowledge-based gatherings.

As universities continue to modernise their infrastructure and embrace the hybrid event model, their appeal as event venues will only grow. For many, academic institutions offer the perfect blend of prestige, practicality and purpose – making them an ideal setting for meaningful professional exchange.

With continued investment and enhanced professionalism, academic institutions may well progress from their hidden gem status and become the jewel in the crown of the events industry.

*credit Templeton and Vlachos, University of Greenwich, 2024

www.aev.org.uk