Transforming Private Events into a Revenue Stream

Restaurant Management Aug 8, 2025

For restaurants and venues looking to maximize revenue, private events offer one of the most profitable and scalable paths. But only when they’re done right.

At our recent live session, industry experts shared their top strategies for building private event programs that not only work, but thrive.

Moderated by Marqii’s own Kelsey Verdier (VP of Marketing), the panel featured:

Nick Cianfaglione, Co-Founder & CEO of RestauRent
Josh Kopel, hospitality expert and profitability coach
Jay Leone, Co-owner of Freeplay Bar & Arcade

Whether you’re just getting started with private events or ready to scale your current program, here are the top takeaways:

Start Simple with Private Event Packages

When you're just getting started, less is more. Focus on making your private event offerings easy to understand — for you and your guests.

Too many venues over-complicate their initial offerings with rigid pricing structures or complex requirements that end up alienating customers.

Jay Leone explained how Freeplay Bar & Arcade streamlined their approach for private events by switching to a flat-rate model. Instead of burdening customers with detailed pricing explanations, they adopted a straightforward offering:

“Why don’t we just come up with a flat rate, and then go from there... We just tell the customer, this is the price. If you want it, great. And then if you do, do you need a bartender? Do you need other services? We can add services on top of that.”

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This simplified setup not only drives positive customer experiences but also leads to higher conversion rates. Keep it simple, and let guests opt into extras. It’s easier to say yes when the baseline is clear.

Know Your Numbers and Build for Profit

Set yourself up to win from the start. That means knowing exactly what margin you need to hit to make private events worth it and building that into your pricing. Josh Kopel shared his philosophy on aiming for a 30-35% margin and how it's essential to bake profitability into the numbers from the get-go.

“I don’t think anyone wants to pay $10,000 for a $10,000 event. I think everyone wants to pay $10,000 for a $12,000 event. Your job is to reverse engineer what that looks like.”

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Josh emphasized pricing flexibility that allows you to upsell or customize experiences based on client needs while still maintaining strong margins. Think about the value you can add "for free" — like a branded cocktail or custom playlist — without eating into your margin.

Marketing Materials = Credibility

Professional photos. Clear menus. Real testimonials. If your private event materials feel slapped together, it won’t inspire confidence.

One of the easiest ways to attract event bookings is by creating high-quality visual assets that help clients understand what they're getting. Josh put it simply:

“At minimum, I think you need world-class assets that offer a visual exploration of exactly what they’re gonna be buying... Social proof is critical, and then menus that provide the illusion of choice.”

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Establishing trust through polished materials — whether through Instagram, your website, or Google profile — is a winning strategy for bringing in leads. If your visuals say “we know what we’re doing,” guests are more likely to book.

Focus on Corporate Events if You Want to Scale

If scaling private events is your goal, corporate clients are your golden ticket. They plan ahead, have repeat business potential, and usually come with solid budgets.

All of this makes them invaluable for long-term revenue growth. As Josh explained:

“Corporate B2B is much better because they have a budget... They prioritize making sure things go right because their jobs are on the line. They want world-class service — give them menus that streamline decision-making.”

Pro Tip: cross-promote. Make sure every attendee at a corporate event knows they’re welcome back — personally.

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“If a 150-person event happened, we made sure that there were calls to action to invite all of those people back in. Because if we did a good job for your holiday party, you’re probably gonna come back with your friends or your family.”

Build Flexibility into Your Offerings

Pricing too high for a group’s budget? See where you can meet in the middle — without sacrificing your bottom line.

Jay shared how FreePlay offers weekday events or earlier start times as more affordable alternatives:

“If our pricing structure is just out of your budget... how can we still make something from this? Maybe we can get you in an hour early on a less costly time... And a lot of times the answer is yes.”

Flexibility doesn’t stop at the schedule. Customizing offerings like branded photo booths, themed playlists, or unique names for custom cocktails can also make the experience feel personalized and memorable without significantly increasing costs.

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Choose the Right Tech to Support Your Program

The right tools can save you serious time and help you book more business. Restaurant technology platforms, like Marqii and RestauRent, can help streamline event inquiries and boost lead conversion. These systems optimize customer data collection and event coordination, saving operators time and reducing mistakes.

Jay shared how FreePlay uses tools like RestauRent to streamline their intake process:

Look for tech partners that offer more than just tools — the best ones will guide you through best practices, too.

Be Easy to Find

Your private event menus and info shouldn’t be buried — they should be everywhere your guests are looking. That means your website and your Google profile.

Avoid confusion caused by outdated or inaccessible information by posting private event details prominently on your Google profile and events page. You can also take advantage of tools like Google Business posts or Apple Business showcase posts to communicate special promotions or deals on private events.

Make it simple for guests to say yes. Clear information leads to faster bookings.

Bonus: Start Holiday Outreach Now

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If a business has booked an event with you before… don’t wait. Reach out now to get back on their calendar for Q4.

Josh shared a winning strategy:

“In January, we reached out to all of our prior year events… What we said was, we’ll honor last year’s pricing if you book now. And a lot of people did.”

Don’t miss out on early holiday party budgets. A quick email this week could turn into a major revenue win by December.

Let’s Make Events That Work for Everyone

Private events aren’t just about revenue (though that’s a big perk) — they’re an opportunity to deepen guest relationships, fill in slow shifts, and build brand loyalty.

Whether you're just getting started or looking to scale, start with the basics: