One Less Excuse

The subject of offering childcare at an event has always been a little love-hate for me. On one hand, offering childcare could increase attendance exponentially if your audience includes women or couples as it removes the number one barrier to this demographic registering.* However, you could open up the host organization to liability they are unable to handle if something were to happen while a child is under their care or being watched by a childcare worker they’ve endorsed. Good news, there are now organizations who will partner with you to provide screened childcare workers complete with activities and supplies, along with assuming the liability. But as with anything added to an event, there are trade-offs.

There are many benefits to offering childcare at an event. Families who want to add vacation onto the end of a business trip may be more inclined to attend. Even though more women are in the workforce than ever before, they still tend to be the primary caregivers. More women are likely to register knowing they can bring their child with them. Since 2020 and the year-that-shall-not-be-named changed how we work and interact with events, there are many households in which one parent works from home and leaving for an event would put the family in real hardship. Offering childcare increases the chances of actual attendance, provides new networking opportunities, and can act as additional advertising for your event to other families or attendees who might need a childcare option. Most importantly, it can put a parent’s mind at ease, knowing they don’t have to spend time coordinating childcare at home. Their little darling can come along.¹

Parents and event host organizations are not the only benefactors of having childcare onsite. Children can benefit as well. Kids get the reassurance of knowing their parents are not far from them. They also receive tailored experiences for their age and ability, have the chance to socialize with others (kids of some work-from-home parents have limited opportunities to do so), and kids who speak different languages can receive care in a language they can understand. Plus, most childcare organizations can accommodate children with special needs when they have time to prepare, allowing all children to have a positive experience.

Of course, the decision to offer childcare at your event needs to fit within its goals and objectives. Philosophically, the host organization may feel it is imperative to offer childcare, however their budget cannot sustain the cost. If providing childcare, the decision needs to be made if the organization wants to reprioritize their expenses and cover the cost or or pass this onto the parents. There may be opportunities to include childcare as part of a sponsorship allowing the sponsoring organization to brand welcome signs or shirts the children all wear while on-site.

When planning an event offering childcare, there are some logistics to consider.  

• Be sure to read the contract with the childcare provider carefully and compare it to the contract you have with the venue to ensure there are no conflicts, hidden fees, or penalties from the venue for adding a service of this nature to your program.
• Review the process for screening childcare workers that the provider performs to affirm it meets your organization’s standards.
• Confirm you understand what liabilities the childcare provider is assuming and what you need to protect your organization from.
• Compare the space requirements for the childcare program with those already included in the venue contract, or consider the cost of adding more space. 
• Consider the impact an additional program of this nature might add to your F&B costs. 
• Remember that there will be additional income from attendees who might not have come without the benefit of offering childcare.

When at an industry event recently, I met with a representative from one of these childcare providers. As a planner for religious, nonprofit, and association events, I can tell you with certainty that attendance is higher when we offer childcare. I was excited to know there is someone out there who provides care for children from 0 to 17 years old, travels all around the country, and staffs at higher than industry standard ratios based on age group. I look forward to an opportunity to recommend or work with this organization soon.

Have you partnered with a professional event childcare organization? What is one thing we need to know? Share it here or send me an email!

Be sure to like, comment, and share this blog with your friends and coworkers who plan events
who might need childcare!

*The exact percentage increase is difficult to calculate based on many factors like time of year, content of the event, specific audience targeted, however, those events where professional childcare was offered experienced increased attendance, higher engagement, and longer stay times than those who didn’t.¹

1. The ABCs of Onsite Childcare. Smart Meetings. March 11. 2024. https://www.smartmeetings.com/magazine_article/the-abcs-of-onsite-childcare#:~:text=Edward%20Boucher%2C%20assistant%20manager%20at,those%20different%20options%20you%20have.%E2%80%9D&text=Want%20to%20visit%20the%20local,travel%20experience%20of%20their%20own.