July might feel like downtime in the event world, summer holidays, lighter client schedules, and a brief lull before autumn kicks off. But smart event agencies know that Q4 can be the busiest, most lucrative time of year.
From corporate conferences and brand activations to holiday parties and incentive trips, the calendar fills fast and those who prep in July will be miles ahead.
Here are five crucial things every event agency should tackle this month to ensure a thriving Q4:
1. Review your Q4 calendar and lock key dates
Venue availability evaporates quickly in Q4, especially for holiday parties and corporate events. Use July to:
- Confirm all existing client bookings and hold dates.
- Identify potential gaps in your calendar where you could pitch new business.
- Research venue availability for popular dates like early December and mid-November.
- Revisit supplier agreements (AV, catering, décor) to ensure you’re locked in for peak dates.
Proactivity now prevents last-minute scrambles.
2. Refresh your supplier and vendor relationships
From florists to AV technicians, your partners can make or break an event. In July:
- Check in with key vendors to confirm Q4 capacity.
- Negotiate preferred rates or packages for holiday events.
- Explore new vendors or technologies that could elevate your client offerings (e.g. hybrid event tech, interactive installations, sustainable options).
Vendors appreciate early notice and you’ll be first in line for their best talent and pricing.
3. Develop holiday and Q4 event packages
Now’s the time to:
- Create themed event packages (e.g. festive décor, entertainment options, catering menus).
- Prepare pitch decks highlighting your creative ideas for holiday parties, brand activations, or year-end events.
- Price out packages so clients can make quick decisions when budgets get released.
Being prepared with creative concepts helps you win business while competitors are still brainstorming.
4. Audit your team’s capacity and skills
Q4 can stretch even the best teams thin. In July, evaluate:
- Do you have enough project managers and on-site staff for overlapping events?
- Should you recruit freelance event staff or technical specialists?
- Are there gaps in your team’s skills (e.g. hybrid event production, sustainability expertise)?
It’s far easier to hire, onboard, or train talent now than in the chaos of October.
5. Update client communications and proposals
Clients appreciate agencies that help them think ahead. Use July to:
- Check in with corporate clients about their Q4 plans and budgets.
- Share insights on trends (e.g. sustainability, hybrid engagement, immersive experiences).
- Discuss timelines for holiday events so you can secure dates and vendors early.
- Refresh your proposal templates to make quoting faster when Q4 inquiries roll in.
Even if clients aren’t ready to book yet, being top of mind can ensure you’re their first call when the green light comes.
For event agencies, Q4 is both a sprint and a marathon and July is your training camp. A little extra work now can help you secure better venues, happier vendors, prepared teams, and loyal clients. Get ahead, and you’ll head into Q4 ready not just to survive but to shine.
