Second Circle Social: Venue Mastermind

Every venue tour is an opportunity to create a lasting impression, but too often it becomes a simple walkthrough instead of a memorable experience that leads to a booking. Join wedding sales strategist Shannon Tarrant for an interactive educational workshop designed specifically for venue professionals who want to convert more tours into signed contracts. Through a combination of practical instruction, hands-on exercises, and collaborative mastermind discussions, you'll leave with fresh ideas, actionable strategies, and a personalized plan you can put to work on your very next tour.

Your ticket includes an interactive seminar, a mastermind session, light breakfast, buffet lunch, and a dedicated networking reception with Shannon and your fellow attendees. A cash bar will be available during the networking reception.

If you've ever thought...

• "Our tours all sound the same."

• "Couples love the venue but still book somewhere else."

• "I know our venue is special, but I struggle to explain why."

• "I feel like I'm giving information instead of creating an experience."

• "We're competing on price instead of value."

• "I wish more tours ended with, 'Send me the contract.'"

...this workshop is for you.

You'll discover how to:

• Differentiate your venue in a crowded market.

• Personalize every tour without reinventing your process each time.

• Build trust and emotional connection faster.

• Guide couples through the buyer's journey with confidence.

• Create experiences that make it easier for couples to say "yes."

Who Should Attend

This session is ideal for:

• Venue owners

• Venue managers

• Sales managers

• Tour coordinators

• Anyone responsible for giving venue tours or increasing bookings

Whether you're brand new to venue sales or have been giving tours for years, you'll leave with practical ideas you can begin using on your very next tour.

ABOUT SECOND CIRCLE SOCIALS

Second Circle Socials are intentionally intimate gatherings designed to deepen connections beyond the first hello. Set in thoughtfully chosen spaces and centered around shared experiences, each event brings together a smaller group of wedding and event professionals for meaningful conversation, genuine relationship-building, and a sense of belonging that’s hard to find in larger rooms. This is where familiarity turns into trust, collaboration becomes natural, and connections move from surface-level to lasting.

Second Circle Socials are curated by our Ambassador Committee, with each gathering thoughtfully hosted by one of our ambassadors. This event is being hosted by Hannah Poff of TradeWinds Resort.

TICKETS:

GENERAL ADMISSION

Members - $119 (+tax and fees)

Non-Members - $139 (+tax and fees)

SPONSORS:

TradeWinds Resort | tradewindsresort.com

Over The Top Rental Linens | overthetopinc.com

Imagery Wedding Films | imageryweddingfilms.com

Mystic Blooms | mysticbloomsfloraldesign.com

PARKING: Parking fee will be waived for those who alert the gate that they are there for the SWEL Event. After entering through the security gate, make a U-turn under the lobby portico and park on the south side of the lobby building.

ATTIRE: Business casual or however you want to represent your brand

ACCOMMODATIONS: Want to make a night of it? TradeWinds Resort is offering a rate of $139 + $55 a night resort fee for a total of $194 a night. Your group is listed as SWEL Second Circle Social in our Group Reservation Department. Reservations will be taken directly by telephone at 1-800-808-9833 (USA and Canada). To confirm a reservation, a first night's deposit (check or valid major credit card) is required. Individual deposits are refundable if notice-of-cancellation is received by the Hotel at least 5 days prior to arrival.

Seminar + Interactive Mastermind Workshop 

Your venue tour is the single most important sales appointment you'll have but too many tours feel like a property walkthrough instead of a buying experience.

In this hands-on session, venue sales strategist Shannon Tarrant will share proven strategies to learn how to personalize your venue tours, guide couples through their decision-making journey, ask better questions, create meaningful emotional moments, and position your venue as the obvious choice.

Then we'll shift from learning into doing.

During the interactive mastermind workshop, you'll work alongside fellow venue professionals to troubleshoot real tour challenges, exchange ideas, and identify simple changes that you can implement immediately to dramatically improve your tour conversion rate.

You'll leave with fresh ideas, actionable strategies, and a personalized action plan - - - not just pages of notes.

Most seminars tell you what to do. This one helps you figure out HOW to do it at your venue.

This isn't a Q&A session.

After the seminar, we'll roll up our sleeves and apply what you've learned.

Through guided discussions and real-world problem solving, you'll evaluate your current venue tour, share ideas with fellow venue professionals, and receive practical feedback you can put into action immediately.

Whether you're struggling with low conversion rates, creating stronger emotional connections, standing out from competitors, or simply refreshing your tour experience, you'll leave with new ideas tailored to your venue.

Bring your questions, your challenges, and an open mind. We'll solve them together.

Watch Shannon's presentation about the power of personalization in tours from the 2025 SWEL Summer Summit as a precursor to this event