At Pharma Forum this year, one theme came through clearly:

Sourcing AV is no longer just about cost—it’s about strategy.

During his session, Mike Ruocco, President of innoVia, shared practical insights to help life sciences meeting planners navigate venue and AV partnerships more effectively, especially in today’s evolving landscape.

Here are the key takeaways.

1. Your Strongest Negotiation Power Happens Early

One of the most important moments in your event planning process isn’t production, it’s contracting.

Your greatest leverage exists while negotiating the hotel agreement, before anything is signed.

Too often, AV considerations are overlooked at this stage. But reviewing production guidelines and AV clauses upfront can prevent unnecessary costs, restrictions, and challenges later.

If it’s not addressed in the contract, it becomes much harder to influence later.

2. Your Best Negotiation Ally Is Your Hotel Contact

When it comes to AV flexibility, many planners assume they need to negotiate directly with the in-house AV provider.

In reality, your strongest partner is your hotel sales contact.

They:

  • Want your business
  • Have influence over contract terms
  • Can help align expectations early

The key is to have these conversations before and during contracting, not after challenges arise on-site.

3. Bring Your AV Partner in Early

If you’re working with an external AV provider, timing matters.

A best practice shared during the session:

Have your production partner connect directly with the venue’s AV team early, specifically around power and internet requirements.

Why this matters:

  • Ensures accurate scoping
  • Avoids over- or under-quoting
  • Removes guesswork from your side
  • Prevents last-minute surprises

This simple step can save both time and budget.

4. Understand Your Leverage

Hotels want your business.

And while AV clauses are becoming more restrictive in some cases, they are rarely meant to be deal-breakers.

That means:
You often have more negotiating power than you think

The key is to:

  • Ask the right questions
  • Push for clarity
  • Address concerns early

Being proactive here can significantly improve your flexibility later.

5. The Landscape Is Changing—Be Proactive

One trend we’re seeing across the industry:

In-house AV requirements are becoming more complex and, in some cases, more restrictive.

This makes it even more important to:

  • Carefully review contracts
  • Align with sourcing teams
  • Have open conversations with hotel partners

The earlier these discussions happen, the smoother your planning process will be.

Consistency Is a Strategic Advantage

For organizations running multiple events across different cities, or globally, consistency becomes critical.

Working with an external production partner allows you to:

  • Maintain a consistent experience across locations
  • Avoid reinventing the wheel at each venue
  • Streamline planning and execution
  • Reduce unexpected costs and stress

When aligned with your sourcing team early, this approach helps create more predictable, scalable, and successful events.

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