Hosting a successful conference requires more than just booking a room and sending invitations. From selecting the right conference room to hire in London, to coordinating suppliers, managing budgets and ensuring delegates remain engaged throughout the day, the decisions organisers make early in the planning process shape the entire event experience.
The Honourable Artillery Company is a conference venue in central London with a distinctive offering. Located on the edge of the City near Moorgate and Liverpool Street, our Grade II-listed Georgian manor house and purpose-built event spaces sit within five acres of private grounds. Having supported hundreds of conferences, industry events and corporate gatherings, we understand what it takes to deliver professional, seamless events that leave a lasting impression on delegates.
We sat down with Sarah McQueen, Director of Catering & Events at The HAC, to discuss what conference organisers need to consider when planning their event. From choosing the right venue and managing timelines to supporting delegate engagement and handling the unexpected, here's her expert perspective on hosting conferences in the City of London.
The Most Important Factors When Choosing a Conference Venue
For first-time organisers, choosing the right venue can feel overwhelming. There are several key factors that should guide the decision.
"When organising a conference for the first time, choosing the right venue is one of the most important decisions you will make," explains Sarah. "Location is crucial. The venue should be easily accessible for attendees, ideally with good transport links, nearby accommodation options and clear directions."
For conferences in the City, meeting room hire in Moorgate or nearby areas like Liverpool Street provides excellent connectivity for delegates travelling from across London and beyond.
Budget is another essential consideration. Sarah emphasises the importance of transparency: "It's important to understand not only the venue hire cost but also what is included in the package—such as catering, AV equipment, staffing and additional services. Being clear on costs from the outset helps avoid unexpected expenses."
Finally, suitability for the event is key. The venue should align with the size, format and purpose of the conference. "Where possible, organisers should also aim to exceed guest expectations," Sarah adds. "This could be through thoughtful details such as high-quality catering, comfortable and inspiring spaces, strong technical support or memorable networking areas."
How Far in Advance Should You Start Planning
Timing matters more than many organisers realise. Starting the planning process early creates more options and reduces last-minute stress.
"Organisations should ideally begin planning a conference up to six months in advance," Sarah advises. "This allows sufficient time to secure the right venue, confirm key suppliers, develop the programme and ensure all operational details are carefully considered."
However, Sarah acknowledges that the reality has changed. "In reality, the timeframes for event planning have shortened significantly in recent years. Many organisers now work to much tighter schedules, and it is not uncommon for conferences to be arranged within just a few weeks, sometimes as little as two weeks in advance."
At The HAC, the team has built the expertise and operational flexibility needed to support clients working to shorter timelines. "That said, longer lead times are always beneficial," Sarah notes. "They allow organisers and venues to collaborate more closely, refine event details and explore opportunities to enhance the delegate experience."
What Makes The HAC Well-suited to City Conferences
Central London offers no shortage of conference venues, but certain factors set some apart from others.
"The HAC is particularly well-suited to hosting conferences in the City of London because it offers a unique combination of central location, versatile event spaces and an award-winning events team," Sarah explains. The team recently won Best Venue Customer Service at the Conference & Events Awards 2025.
Located on the edge of the City, The HAC is easily accessible via several major transport links, including Moorgate, Liverpool Street and Old Street stations. What truly sets the venue apart is the diversity and flexibility of its spaces. The HAC offers a range of conference venues in Moorgate that can accommodate everything from small meetings to large-scale conferences. Alongside its historic rooms, including the Prince Consort Rooms, the venue benefits from five acres of outdoor space in the Artillery Garden.
"This allows organisers to create events that feel distinctive and memorable, while still being fully equipped for modern conference requirements," Sarah adds.
How an Experienced Venue Team Transforms the Planning Process
Coordinating multiple suppliers whilst managing event logistics can quickly become complex. Working with an experienced venue team changes the entire planning process.
"Having a knowledgeable and well-connected venue team that works closely with a network of trusted suppliers can significantly enhance the experience for conference organisers," Sarah explains. "It provides reassurance that every element of the event is being managed by professionals who understand how to deliver seamless, high-quality events."
A skilled venue team acts as a central point of coordination, bringing together key services such as catering, AV, staging and event logistics. By working with approved suppliers who are already familiar with the venue, communication is smoother and potential challenges can be resolved quickly.
"This collaborative approach allows organisers to focus on their event objectives, knowing that the operational details are in expert hands," Sarah notes.
Essential Conference Facilities and Technical Support
Modern conferences demand reliable technology and flexible spaces. Understanding what's essential helps organisers make informed decisions.
"When hosting a successful conference, having the right facilities and reliable technical support is essential," Sarah explains. High-quality audio-visual equipment and production support sit at the top of the requirements list. Conferences often rely on presentations, panel discussions, video content and hybrid participation.
At The HAC, the team works closely with approved AV and production suppliers who know the venue well. "This partnership allows clients to have a true blank canvas, meaning rooms can be configured and technically designed exactly as required to deliver a successful event," Sarah notes.
The venue has recently installed truss in the ceiling of the Prince Consort Rooms. "This allows production teams to rig lighting, sound and staging more efficiently, saving both time and installation costs for clients while ensuring the technical setup remains modern, flexible and competitive."
Flexible event spaces are equally important, along with reliable Wi-Fi and experienced on-site support to coordinate the operational and technical elements of each event.
Conference Catering That Supports Delegate Engagement
Food and hospitality play a surprisingly important role in conference success. The right catering approach can maintain energy levels and encourage valuable networking.
"Catering plays an important role in the success of any conference, helping to maintain energy levels, encourage networking and create a positive overall experience for delegates," Sarah explains.
For many conferences, refreshment breaks and working lunches work particularly well. Tea and coffee breaks with light snacks allow delegates to recharge while providing valuable networking opportunities between sessions.
At The HAC, catering is delivered by Searcys, whose menus are designed to be both seasonal and flexible. "The team understands that conferences often run to tight schedules, so menus can be adapted to suit different event formats, delegate numbers and timings throughout the day," Sarah notes.
During summer months, organisers can incorporate outdoor catering experiences. The HAC can offer BBQ and summer-inspired menus in the Artillery Garden. The Summer Terrace, linked to the Prince Consort Rooms, provides a fantastic option that allows events to flow between indoor and outdoor spaces.
Common Conference Planning Mistakes and How to Avoid Them
Even experienced organisers can overlook certain details. Understanding common pitfalls helps ensure smoother planning.
"One of the most common mistakes conference organisers make is underestimating the importance of clear and realistic budget management," Sarah explains. "Without a detailed understanding of what is included in venue hire and event services, costs can quickly increase through additional items such as AV, staffing, catering upgrades or extended hours."
At The HAC, the team helps organisers avoid this by providing transparent and detailed proposals. Another common challenge is not making full use of a venue's approved suppliers. "Approved suppliers have extensive experience working within the venue and understand the spaces, technical capabilities and operational requirements," Sarah notes.
Conference organisers can avoid these challenges by working closely with the venue team from the early planning stages.
Keeping Delegates Engaged Throughout a Full Conference Day
Maintaining delegate energy and attention across a full day requires thoughtful programme design and environmental considerations.
"Keeping delegates engaged and energised throughout a full conference day requires careful planning and a good balance between content, environment and hospitality," Sarah explains.
Building a programme that includes regular breaks is essential. Short refreshment breaks between sessions allow delegates to recharge and network. Varying the format of conference sessions also helps maintain interest.
The event environment plays an important role too. Comfortable seating, good lighting and high-quality audio-visual support ensure delegates can easily follow presentations.
"At venues like The HAC, organisers can also take advantage of the extensive outdoor space available," Sarah notes. "The Artillery Garden provides plenty of room for delegates to step outside, get some fresh air and reset between sessions, which can help improve focus and energy levels."
Essential Conference Facilities and Technical Support
Traditional hotel conference venues serve a purpose, but they don't suit every event.
"The HAC offers something quite different from more conventional hotel conference venues, combining a unique historic setting with flexible event spaces and a highly personalised service," Sarah explains.
The HAC provides a rare combination of historic architecture and modern event facilities. "Unlike many hotel venues where spaces can feel standardised, The HAC allows organisers to create a more bespoke event experience," Sarah notes. "With a range of adaptable rooms and the ability to work with approved AV and production suppliers, clients have a blank canvas to design their conference exactly as they need it."
The combination of central location, distinctive spaces, outdoor areas and high-quality catering from Searcys helps create a conference experience that feels more unique and engaging than a standard hotel environment.
What to Ask During a Conference Venue Site Visit
A site visit is one of the most valuable steps in the planning process. Knowing what questions to ask ensures organisers leave with the information they need.
"A site visit is an important step in the conference planning process, as it allows organisers to visualise how their event will work within the space," Sarah explains.
One of the first questions organisers should ask is about the layout and flexibility of the event spaces. It's important to understand how rooms can be configured for different formats such as theatre-style presentations, breakout sessions or networking areas.
Organisers should also ask about audio-visual and technical capabilities, delegate facilities including Wi-Fi capacity and accessibility, and catering options. Questions about event staffing, planning timelines and contingency planning can give organisers confidence that the venue team has the experience to support the event.
"Finally, organisers should take the opportunity to explore what makes the venue unique," Sarah adds. "At The HAC, the combination of historic event spaces and the five-acre Artillery Garden provides opportunities that many conference venues in central London cannot offer."
Start Planning Your Conference at The HAC
From intimate meetings to large-scale industry conferences, our central London location near Moorgate and Liverpool Street, Grade II-listed Georgian architecture and five acres of private grounds make us a natural choice for organisers seeking something distinctive. Our versatile Moorgate meeting rooms, including the Prince Consort Rooms, with state-of-the-art production capabilities and the unique Artillery Garden, allow your event to flow seamlessly throughout the day.
When you work with us, you're not just booking a conference room to hire in London. You're partnering with an award-winning events team and trusted suppliers who understand every detail. We're here to ensure your conference runs smoothly and leaves a lasting impression on your attendees.
If you're planning a conference in the City of London, we'd love to show you around our venue and discuss how we can help bring your vision to life.
Contact our events team today to enquire about hosting your conference at The HAC.
