Very important, though once you hit a certain size, it gets hard to keep everything on one floor (most people won't believe what hotels will do to cram multiple

Very important, though once you hit a certain size, it gets hard to keep everything on one floor (most people won't believe what hotels will do to cram multiple events into their venues). You can offset the need for spreading out the coffee by having a fancier snack station in the sponsor room. One big draw to the sponsor room (especially for summer conferences) are free ice-cream snacks. We had lineups to get into the sponsor room.