Venue correspondent, Kristyna O’Connell delves into the topic of Wi-Fi by discussing the issue with industry experts: Richard Hughes, technical director and Rob Watson, account manager at MaxWifi, and Simon Callow, head of technology at Excel London.
Wi-Fi has become a non-negotiable requirement for modern events, from conferences and trade shows to festivals and corporate gatherings. However, when it comes to understanding the true cost behind this essential service, many event organisers find themselves frustrated by what they perceive as high prices. They often question why Wi-Fi comes with such a premium, without fully appreciating the myriad factors that go into providing a reliable connection.
It’s not just about the routers and access points—behind the scenes, there are infrastructure costs, security measures, bandwidth management, and technical support that ensure a seamless experience for hundreds or even thousands of attendees. The price isn’t just for internet access but for an entire ecosystem that supports smooth digital interactions, live streaming, attendee connectivity, and data security. The costs may seem high, but what are organisers truly paying for when they invest in this important service?
What do organisers need to know?
When planning an event, early consideration of Wi-Fi needs is crucial. The Wi-Fi guide by the Association of Event Venues (AEV) offers insights into what organisers need to be aware of. It states that venues typically use wired connections for access points to ensure optimal connectivity, while wireless options like meshing are employed to extend coverage to outdoor areas. It is recommended to discuss Wi-Fi provisions with the Event Manager as soon as possible to identify and address potential issues, and possibly secure discounts. Key details to clarify include the available bandwidth, the cost of Wi-Fi in different areas (public zones, meeting rooms, halls), and the expected capacity for simultaneous users. Understanding whether the venue can scale up its internet access to manage slow speeds and high-density areas, such as cafes, is also important.
Simon Callow, head of technology at Excel, advises organisers to inquire about all aspects in advance. He says: “The Excel Technology Team has years of practical experience across a wide variety of events, which it can draw upon to help ensure organisers maximise their events. Discussions around service packages and learnings from previous events can help shape their requirements, but at the end of the day, we’re here to listen and to help.”
Richard Hughes and Rob Watson from MaxWiFi share their insights, stating: “We encounter questions about cost frequently, which is likely one of the reasons you are exploring this topic. Venues have different systems for charging for Wi-Fi, which often causes frustration. Some venues include it in the hire price, so it is bundled with the rental. Venues like Tobacco Dock and Evolution London, where we are in-house but third-party, get paid through the organisers, so the venue does not charge separately for that. It’s our job to manage that part, offering a hands-on service, which can be beneficial but also comes at a higher cost.”
Hughes and Watson add: “When we work with venues, we partner with locations like Tobacco Dock and Evolution London, where we act as in-house providers. Any event organiser that comes through the doors still needs to engage with us to provide the Wi-Fi for their event. Each setup is bespoke, but the equipment is permanently in place. There are other venues where we are hired to come in, perform the installation, support it, and then leave. We’re not involved in every event; we provide consultancy, perform surveys, handle installations, and offer remote support.”
Common misconceptions
Exhibition centres often require significant investment in infrastructure to support thousands of users, which drives up costs. Hughes explains: “A venue like Evolution London, with a 3,000-person capacity, requires substantial investment. This includes networking equipment like routers, switches, access points, and data cabling, alongside ongoing expenses for software, licences, and maintenance. These costs add up quickly.”
Watson adds: “People often overlook the complexities involved. At home, higher Wi-Fi costs can seem reasonable with heavy use, and for events, the scale is even greater. Upgrading equipment regularly is essential to keep up with demand.”
Organisers may assume that higher prices mean better service, but Wi-Fi quality depends on tailoring solutions to the event’s needs, the venue’s layout, and the level of support provided. Misunderstandings can lead to frustration, but knowing the technical requirements can help set realistic expectations. Callow emphasises: “Wi-Fi needs grow every year. At Excel, we work closely with organisers to understand their specific needs, ensuring the right solution for their event.”
By engaging with expert providers early, having detailed discussions about specific needs, and planning for adequate capacity, organisers can avoid costly surprises and ensure their events run smoothly. In an era where digital interactions are increasingly integral to the attendee experience, taking the time to get Wi-Fi right is not just an expense—it’s a strategic investment in the overall success of an event. Ultimately, the true cost of Wi-Fi is not just about the money spent but about the value it brings in creating a connected, dynamic, and satisfying experience for all participants. For organisers willing to look beyond the price tag, the investment could be your winning ticket to your best event yet.
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