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Choosing the right venue is terribly important because it can influence people’s perception about how the event is to run. For example, if I was to say ‘Here is an invitation to a grand ball, gilt-edged, and ladies, long dresses please’ and 'it’s at the Sydney Town Hall' — what sort of feeling would you have? You’d have a feeling that it’s going to be grand. If I took exactly that same invitation ‘ladies, long dresses please, it’s at a fish market'. Different perception isn’t it? That’s how important a correct choice of venue can be.