Michal Svarinský, Managing Director of the event agency INSTITUTE OF PROMOTION, which created its own event venue, Tyršák, talks about the experience and challenges the venue brings, about event effectiveness and about the talent crunch.

In the spring Stratégie survey, you said you were seeing cautious optimism in client budgets for events. Do you still stand by that?

Absolutely. We’re two-thirds of the way through the year and our estimates are proving right, which we’re very happy about. Our clients are willing to invest in quality events that add real value and reflect their specific needs.Michal Svarinský, Managing Director of Institute of Promotion

What do clients typically expect? What goals do they set for their events?

Clients are looking for solutions that make efficient use of the resources available while delivering maximum value. Their goals usually focus on building stronger customer relationships, bringing internal teams closer together, or launching new products and innovations.

Are they able to measure those goals in a meaningful way, or is there still more talk about event metrics than actual measurement?

They definitely can. Measurability is something we naturally focus on. We track a range of metrics – from attendance and attendee satisfaction to reach and engagement, interaction with content and, of course, return on investment (ROI).

Is cost-effectiveness still the be-all and end-all, or are you starting to see more generous, more lavish productions?

You could say companies save the bigger productions for special occasions – anniversaries, major milestones or the launch of truly big, game-changing products.

For a few years now, you’ve been running your own event venue, Tyršák. How has it changed or shaped your agency?

Running our own venue has given us a completely new perspective on events, and on projects in general. When you put your own skin in the game, you naturally look at things and think about them differently.

Winter Tyršák on the Danube embankment in Bratislava

Does the venue give you a competitive edge?

Above all, Tyršák gives us invaluable experience – and a certain peace of mind, which is essential when we work on client events. Thanks to Tyršák, we regularly deal with crisis situations such as storms, strong winds, floods and heatwaves, and all of that has taught us to react fast.

What else has Tyršák taught you and your team?

This may sound strange, but it has also taught us how to sell efficiently and serve as many customers as possible. Hospitality is a very particular business, and Tyršák has taught us a great deal about it and helped us get much better at it. It has also taught us to understand people’s needs better and to build regular habits.

How do you factor the weather into event planning? How do you approach organizing large, expensive open-air events?

Open-air events are a gamble, but good preparation improves your odds. You have to plan for all kinds of extremes and scenarios – not just the weather, but also how visitors behave and how to keep them safe.

Why do you think clients choose this venue for their events?

Tyršák appeals to clients for several reasons. It’s a unique space on the Danube with excellent access and parking. It offers large capacity, covered areas, quality equipment and catering – a combination you won’t find anywhere else in the city.

The whole marketing industry is talking openly about a talent crunch. What are you doing to keep your team stable, and how do you manage to retain staff and attract new people?

I don’t think it’s just the marketing industry. It’s a society-wide problem that affects practically every sector, and unfortunately the outlook isn’t positive at all. We do everything we can to have skilled, happy and motivated people. We create the conditions and the working atmosphere that give them a reason to stay with us.

Besides running your own agency, you’re also active in a professional association that brings event agencies together. What does the BTL association give you, and how could it do more to move the whole industry forward?

The BTL association is basically my baby. When I founded it with Peter Bednár in 2011, we had all sorts of plans, and I still have fond memories of that time. I think it has fulfilled its purpose and still does. I’m glad that thanks to it, Slovakia has a platform where agencies can talk to each other and share experience. I’m also pleased that today it brings together most of the relevant Slovak agencies.