If you’ve ever sent out an AV RFP and felt underwhelmed by the proposals you received, there’s a good chance the issue wasn’t the vendors- it may have been the clarity of the brief.
A strong RFP does more than list rooms and gear. It paints a clear picture of the event you’re trying to create. The more context and clarity you provide, the better your production partner can design an experience that supports your goals, engages your audience, and reinforces your brand.
Here’s how to structure an AV RFP that leads to smarter recommendations, stronger alignment, and a more intentional attendee experience.
Before you ever mention screens or stage size, define the purpose and tone behind the event.
Each of those requires a very different energy in the room and a different production approach. Think about how you want attendees to feel when they walk through the space.
Those emotions should guide the entire production approach. This is also the moment to think beyond table arrangements and screen dimensions. What kind of experience do you want attendees to have? How should the event reinforce your brand? What behaviors should shift after the event concludes?
If your goal is “engaging and memorable,” say that. If it’s “polished and executive-level,” say that too. The more clarity you provide, the more aligned the creative and technical solutions will be.
When production partners understand the purpose and emotional goal of your event, they can design an environment that reinforces your message instead of simply supplying equipment. Without this context, production decisions become generic, and the event risks feeling disconnected from your business objectives.
Once the purpose is clear, the logistics matter.
Provide clear details on how many attendees you’re expecting, how many breakout rooms and general sessions you’ll need, and how many days the event will run.
Agenda details, even in draft form, are incredibly valuable. Knowing how much time is spent in general session versus breakouts helps production teams recommend the right level of investment in each space. A single high-impact general session may justify a more immersive environment, while multiple breakouts may call for consistency and efficiency across rooms.
Seating style matters too. Crescent rounds, classroom, theater, or mixed setups all affect room layout, sightlines, sound coverage, and camera placement. Sharing this early allows your AV partner to design proactively instead of reactively.
You don’t need to walk into an RFP with all the answers, but sharing your thinking helps tremendously.
For example, are you leaning toward projection or LED? Is scenic design a priority, or should investment focus more on content delivery? Are you looking for subtle branding or a high-impact stage environment? Are you open to your production partner proposing alternate video wall concepts or scenic ideas?
Content strategy is just as important as hardware. Will presenters be showing dense slides, motion graphics, live demos, or video-driven storytelling? The format and style of content directly affect screen size, aspect ratios, camera needs, and overall display strategy. When your production partner understands how your content will be delivered, they can recommend solutions that enhance it rather than forcing it into a generic setup.
This is one of the most critical parts of an RFP and also one of the most often left vague. If you want realistic, thoughtful proposals, be transparent about your budget.
Share what you spent previously, what range you’re working within this year, where you have flexibility, and what is non-negotiable. Are you willing to scale back scenic elements but not audio quality? Can breakout rooms be more streamlined if the general session delivers a high-impact experience?
Budget transparency doesn’t limit creativity- it focuses it. When production teams understand your financial boundaries, they can design intentionally instead of guessing and hoping they landed in the right range. This leads to fewer revision cycles, fewer awkward budget conversations, and proposals that are actually usable.
Finally, be clear about how much creative support you need. Some organizations have strong internal creative resources. Others rely on external support for slide design, motion graphics, video production, and show flow. Both approaches work- what matters is communicating it clearly.
Be upfront about who owns content development, who is responsible for show calling, whether video production is required, and whether there are brand or design guidelines that must be followed.
A great AV RFP isn’t about technical language. It’s about clarity. When you communicate your goals, your audience, your structure, your budget, and your creative needs, you give your production partners the tools they need to design something intentional and strategic.
The result isn’t just better gear. It’s a better experience- one your attendees feel the moment they walk into the room and remember long after the final session ends.
