A method of managing events is disclosed. It is determined that a user is present at a particular location within an event venue. It is determined that the user has reserved the event venue for a particular time period. A selection is received from the user of a particular merchant that is committed to providing services at the event during the particular time period. The particular location within the event is associated with the particular merchant. A notification of the association of the particular location within the event venue with the particular merchant is generated for communication to the particular merchant.