A temporary event structure is a demountable installation (marquee, reception tent, modular structure) that creates a covered, fully equipped space without any permanent construction.

With these solutions, it is now possible to quickly increase a venue's hosting capacity, create flexible reception spaces, and test new event activities while keeping costs and timelines under control.

In this article, discover how to turn your venue's potential into a genuine event business, step by step.

Why develop an event business at your venue?

Many venues already have untapped event potential: gardens, inner courtyards, terraces, parks, natural areas, or parking spaces. Yet these spaces often remain underused for lack of a suitable solution.

Events allow you to make the most of these spaces by hosting:

• weddings;
• corporate seminars;
• product launches;
• private events;
• professional receptions;
• festivals and public events.
  

Beyond the direct revenue generated by renting out the venue, an event business helps build the establishment's reputation, attract a complementary clientele, and develop additional services: catering, accommodation, tours, and team-building activities.

Increase your venue's hosting capacity without building

One of the main obstacles reception venues face is a lack of covered space.

Building a permanent extension is often a significant investment, not to mention the administrative constraints and construction timelines involved.

Temporary structures, by contrast, make it possible to quickly create:

• a reception hall;
• a cocktail area;
• a seasonal restaurant;
• a conference room;
• a visitor welcome area;
• a pop-up shop.

These structures can be installed within a few days on a variety of surfaces: lawn, gravel, parking areas, terraces, or inner courtyards. In most cases, they require no foundations and no building permit. A prior declaration may be required depending on the installation period and surface area.

Depending on the project, these installations can remain in place for a few weeks or several months. ATAWA offers a wide range of temporary event structures, including reception marquees suited to all types of terrain.

Real-world examples by activity type

Vineyard estate

Many vineyard estates are now developing an event business around tastings, weddings, private parties, and corporate events. Event-focused wine tourism is growing strongly in France, particularly in the Bordeaux, Provence, and Loire Valley regions.

A temporary structure makes it possible to add a reception hall right in the heart of the vines while preserving the estate's aesthetic and authentic character. It offers a unique setting that traditional halls cannot replicate.

Provençal mas

The Provençal mas appeals for its authenticity, natural setting, and distinctly Mediterranean way of life. Highly sought after for weddings, private events, seminars, or corporate receptions, these venues often have significant untapped event potential.

However, limited capacity or a lack of covered spaces can quickly become an obstacle to growing this activity. A temporary structure then makes it possible to create an additional reception space, sheltered from the weather and perfectly integrated into the existing setting.

This solution makes it possible to test an event business, welcome more guests, and develop new revenue streams without major construction work or permanently altering the character of the venue.

Hotel

During peak season or for one-off events, a hotel can quickly reach its maximum capacity. Yet building a permanent extension is not always possible or desirable.

A temporary structure makes it possible to create an additional dining area, a covered terrace, a seminar room, or a cocktail space, all within a few days and without disrupting the establishment's operations.

Château

Châteaux are highly sought-after reception venues for weddings, exhibitions, cultural events, and film shoots. However, their indoor spaces are often protected or limited in capacity.

A structure installed in the grounds or the courtyard of honour provides an additional reception space, a pop-up shop, or a catering area, all while respecting the site's architecture and surroundings.

Campsite

Campsites are increasingly moving toward a higher-quality offering, incorporating entertainment, shows, themed evenings, and family events.

A covered, furnished structure makes it possible to offer these activities regardless of weather conditions, which secures the programme and improves the guest experience.

Planning an outdoor wedding? Discover our tips for organising a wedding under a marquee.

Create a profitable seasonal activity

Not every venue needs to invest in permanent infrastructure. A temporary structure makes it possible to adjust hosting capacity according to demand.

This seasonal approach helps reduce financial risk: you only invest when demand justifies it. It is also an excellent way to test a new event positioning before considering larger investments.

Internal links:

• Find out how to organise a corporate Christmas party in an original setting.
• Need a different setting for your meetings? Check out our guide to organising an outdoor seminar.

Offer your visitors a premium event experience

Today, guests expect far more than just a venue. They expect:

• comfort;
• protection from the weather;
• a memorable experience;
• equipment suited to each type of event.

The equipment that makes the difference

The temporary structures offered by ATAWA can incorporate all the equipment needed for a successful event:

• Heating and air conditioning: to ensure comfort in every season;
• Architectural lighting: to create a bespoke atmosphere;
• Furniture: tables, chairs, cocktail tables, lounge sofas;
• Scenography: fabric draping, themed decoration, signage;
• Audiovisual equipment: sound systems, video projection, LED screens.
  

A 200 m² reception marquee can seat up to 150 guests and be fully fitted out in 2 to 5 days.

• Browse our event furniture catalogue.
• Discover our event scenography services.

Get inspired by real projects

Before you get started, discover how other venues have grown their event business thanks to ATAWA's temporary structures:

• Installing a clear-roof marquee at Château Carbonnieux: exceptional tastings
• A wedding at a château in Normandy
• A wedding at Domaine des Halles
• A birthday celebration at a private estate in Paris

Each project was designed on a bespoke basis, taking into account the venue's constraints, the number of guests, and the style the organisers wanted.

Long-term rental or purchasing a structure: how to choose?

When event activity becomes recurring, the question of the economic model arises.

Long-term rental is ideal for:

• testing a new event concept;
• meeting a seasonal need (3 to 9 months);
• limiting the initial investment and storage costs.

Purchasing becomes worthwhile when:

• the structure is used more than 6 months a year;
• the venue hosts events on a regular basis;
• depreciation over 3 to 5 years is more advantageous than cumulative rental costs.

To go further, check out our detailed article comparing these two options: Buying vs Renting Event Structures: Which Choice for Your Venue?. ATAWA's teams can also carry out a personalised study to determine the solution best suited to your situation.

FAQ

Why develop an event business at a vineyard estate?

Developing an event business allows a vineyard estate to diversify its revenue while making the most of its spaces. In addition to tastings and wine sales, the estate can host weddings, seminars, private events, or product launches. Thanks to temporary structures, it is possible to quickly increase hosting capacity without major construction work, attract new customers, and make use of the site all year round.

Can you create a reception hall without construction work?

Yes. Temporary structures make it possible to create a fully equipped reception hall without building a permanent structure. They are installed within a few days on a lawn, a car park, or a courtyard, and can incorporate heating, lighting, furniture, and audiovisual equipment. No foundations are required, and a simple prior declaration is usually enough.

How long can a temporary structure remain in place?

A temporary structure can remain in place from a few days to several months, depending on the project and local regulations. For a one-off event, installation typically lasts 1 to 5 days. For a seasonal activity, the structure can be kept in place for 3 to 9 months. Beyond 3 months and 300 m², a temporary building permit may be required.

Long-term rental or purchase: which solution is more cost-effective?

The choice between long-term rental and purchasing mainly depends on how often the structure is used. Long-term rental makes it possible to test a new activity or meet a seasonal need while limiting the initial investment. Purchasing becomes more worthwhile when the structure is used regularly every year. An analysis of costs, usage duration, and development goals helps identify the best option.

What types of events can a temporary structure host?

Temporary structures can host a wide variety of events: weddings, corporate seminars, conferences, trade shows, product launches, festivals, or Christmas markets. Thanks to their modularity, they adapt to different capacities and can incorporate dining areas, VIP zones, or meeting rooms.

What budget should be planned for installing a temporary event structure?

The budget depends on the size of the structure, the length of installation, and the equipment included (heating, furniture, lighting, scenography). ATAWA offers tailored quotes to adapt the solution to each project and each budget.

Conclusion

Developing an event business does not necessarily require major construction work or permanently altering a site.

Thanks to temporary structures, vineyard estates, Provençal mas, hotels, châteaux, campsites, and other private properties can quickly develop their event potential, increase their hosting capacity, and create new revenue streams without major construction work or permanently altering their surroundings.

ATAWA, France's specialist in event structure rental, has been supporting reception venues in growing their event business for over 2017.

Would you like to develop an event business at your venue?

ATAWA's teams support you from A to Z: feasibility study, choice of structure, installation, equipment, and scenography. Whether you want to test a first season or establish a lasting activity, we design a bespoke solution suited to your site and your goals.

👉 Contact us for a free personalised study

📞 Or call us directly on 01 79 75 89 87