Become the "Event House" of a Reputable Event
Try and become the "event house" of reputable events. Try and be the place to hold prominent and prestigious events in a way that the name of that event would be bound up with the name of the venue you own.
Using this method, you help your branding and you make more sales in the future. Not only will you have one of your reputable customers every year or once in a while and be guaranteed of the job, but also these events will bring you many potential customers. Negotiate with famous event holders and offer them higher discounts and better services, so they turn your place into their event house and the collaboration continues.
Many well-known events aren't persuaded even with an offer like "our venue, your event" because they are making money right now and have no will to collaborate. You need to define certain benefits for these people so you can become their "event house".
A while ago, I went to one of the most famous hotels in Las Vegas to negotiate a venue. The rental fee of the venue for four nights was almost 500000 dollars. I told the owner that I intended to hold that event in the same venue for the next five years. This statement changed the conditions and the negotiation. It was agreed that during the whole four days we'd hold our event there free of charge and only pay an amount of about 150000 dollars for the last night's dinner party. This shows how important it is for a venue owner to be in charge of the venue for holding recurrent major events.