Conference and Events Management Report: Industry Analysis and Trends

This report provides a comprehensive overview of conference and event management, focusing on the operations of the Chester Hotel in London. It explores various event categories and dimensions, including private, corporate, and cultural events, while also examining current industry trends such as safety, security, publicity, and venue selection. The report further delves into event layout design, emphasizing the importance of meeting specific requirements. It also outlines the roles and management skills required within the event industry, alongside the criteria for running safe and secure events. The analysis highlights the industry's rapid growth, driven by mega-events and memorable experiences, and underscores the significance of factors like publicity and venue selection in achieving success. The report concludes by emphasizing the importance of adapting to current trends to enhance the brand image and market position of the business.

Conference and Events
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Different categories and dimensions of events.....................................................................3
P2. Features and current trends which influence the event sector..............................................5
TASK 2............................................................................................................................................6
P3 Design an event layout to correctly set up a conference or event room to meet specific
requirement.................................................................................................................................6
P4 Additional service available within conference or event environment and the importance to
provide them to meet specific requirement.................................................................................7
TASK 3............................................................................................................................................8
P5. Different management roles within the event industry with reference to current job
opportunity in sector...................................................................................................................8
P6. The management skills and personal attributes which are required to work with in event
industry........................................................................................................................................9
TASK 4..........................................................................................................................................10
P7.Criteria required to run and manage a safe and secure event...............................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
.......................................................................................................................................................12

INTRODUCTION
Managing events and conferences is the core function which involve extreme level of
management within the corporate world or houses. This involves proper planning, organising ,
implementing of the activities as per the plan prepared to conduct a successful events. There are
various events such as , festivals,occasions, live shows, trade shows which are managed and
controlled by the manager who are engaged in the business of these event management. This
report has been documented on the chosen hospitality business that is CHESTER hotel in
London which is one of the leading hotel providing their customers with better quality services
and facilities. The hotel also organises different events relate to the weeding, corporates, music
etc. with the effective team members. This assignment focuses on the studying of various
dimensions and types of events along with the current trends and factors which influences these
events. Furthermore, the preparation of the layout is done related to the events and also the
importance of conference and events in relation to their services is also examined. Apart from
this at last this reports also focuses on the roles and skills which are required to meet the
demands and desires of the diverse stakeholders(Raj, Walters and Rashid, 2017).
TASK 1
P1. Different categories and dimensions of events.
There are various forms of the event which are business of Chester deals in . This hotel
keeps on arranging various events within and outside the Hotel for the public so that they can
easily attract their customers to experiences their services in a joyful manner. Chester organises
events in regard to increase their profitability along with the increment in the profit margin of the
sponsored companies too. Below mentioned are the different categories and dimension of the
events:
Private events: Private event is a type of events which is owned and managed by the
person who has organised it by limiting the number of person arriving at the events. In these
form of the events the general public are not suppose to come as the guests arriving at the events
are the private ones and has been invited through the invitation only. The business of Chester
focuses on organising of these private events also in regard to build the companies reputation and
goodwill in the market place. For Instance: These also arrange events related to the birthday

where are limited number of people are invited through a proper invitation(Rogers and Davidson,
2015).
Corporate events: These are the events relate to the business or a corporate world where
the events such as starting a new business venture, product launch formal conferences and
seminars, parties are organised. In other words, any event which is sponsored by an organisation
that targets its clients or employees known as corporate events. These events within the
organisation are generally organised by the business for their potential stakeholders, clients and
staff engaged within the business with the motive of launching new products, establishing
partnerships, rewarding employees etc. Organising these events will enable the business of
Chester to strengthen their business by building strong relations with their dealers, supplier,
clients. For instance: arranging conference and seminars for the new joined employees within
the business is a part of corporate events. Other example of this, is golf events which is generally
organised by the organisations with the aim of building appropriate relationships within the
organisational people in a relaxed environment.
Cultural events or charity events : Cultural events are those which are organised in
regard to increase the knowledge of the public In relation to the culture. And charity events are
those which involves raising of funds from the trusts so that their choices of charity events can
be organised. Here in the business of Chester will organise these events so that they can easily
meet up the requirement of the society and focus on its welfare. For performing these event the
business hire the person who are freelancers and willing to work for the welfare of
society(Abdulredha and et. al., 2017).
Dimensions of events
Mega events: mega events are those which are arranged and conducted for a shorter
period of time across the world so that much amount of revenue can be earned. These events are
held with the aim to encourage and motivate the individuals who are working within the
enterprises. Conducting these events involves large investment of finance as operating events at
global level will incur more cost. The ideas related to organised mega can good and bad both as
it is considered as good or profitable because it will enhance the motivation of people in the
organisation which results higher profitability. But is is bad also as it needs higher funds due to
which overall cost the company will increase (Gillessen and et. al., 2015).

Sports events: These events are organised for the public who are more sports conscious
these events are such as organising World cup, Olympics, etc. For arranging these events it
requires a extreme knowledge about how these events are to be conducted, what tools must be
arranged for the players and what factors are the factor influencing . In regard to carry out these
event the manager is required to look after all the laws, legislations and policies which have be
imposed by the governments so that it can be beneficial for the players as well as the business
arranging these events. For example, world cup soccer contains thirty two nations at place which
makes it essential to have proper knowledge of different culture, perceptions, behavior and needs
to consider all the rules and regulations effectively so that the succession of the event can be
assured. It has both some good and bad points like by hosting this type of events the higher
prestige and honor can bring for the host country. On the other hand, in order to host such big
events government has to build arenas and stadiums which needs to invest million dollars due to
which the importance of these events is lesser as instead of this government should focus on
organizing healthcare and education events so that prosperity for the host country can be
increased (Lenne and Fitzharris, 2016).
P2. Features and current trends which influence the event sector
Arranging events is one of the most important factor in the current scenario in regard to
this dynamic environment. Every business in current times tries their best to cover the market as
well as customers mind set by arranging various events like appreciation events, golf events,
product launch events, trade shows and many others as per the requirement of the current trends.
Below mentioned are the trends which effects the working of these event industry in and adverse
manner:
 On the very prior notice event manager of the event company must ensure that they
provide appropriate facilities and services in the events so that the guests arriving at
event get better satisfaction. They must assure proper security and safety to the people
arriving for which they will focus on the adoption of the artificial intelligence where the
face of the people coming will be recognized and will be checked with the list of the
visitors so that proper safety can be maintained(Kumar and et. al., 2017).
 In ethical events, it might see private events which consider wedding, birthday parties,
festival gatherings and many social functions. Similar wedding events are those which
are arranged for 4 to 5 days considering to perform all the rituals .Various illustration of

these event organization are Fire bird events Ltd., Alpha Events etc (Weber and et. al.,
2016).
Various trends which influence event industry
Safety and security: Safety and security is the vital for the event industry to look after as
this can influence their business either in positive or in negative way. So in this the manager of
the Chester must ensure proper amount of safety to the guests arriving at their event as this will
lead their business reputation to a higher level. If they does not consider this factor than the
guests arriving may feel discomfort at events and can leave the place which will influence
business position. According to the Simon Olliff, he define the two stages of safety and security,
in the first stage he defines traditional method in which he gives emphasis on incidental lacking
in safety procedures, orientation risk and previous accidents, in terms to to amend whole
standards. In second stage, he pertained that what happens when all the activities go right (Safety
Management, 2017). For example, if an organization will provide proper safety and security to
the employees then the god pints which is occur is higher motivation and contribution of
employees. Other case, if a firm will not provide safety and security at the workplace then the
overall success will go in downfall position (Frontoni and et. al., 2016).
Events Publicity : The hotel of the Chester must focus on this factor as promoting an
event and advertising about their event will bring a sense of conscious in the mind of people to
attain the event which will indirectly leads the business profitability and image to a prime
position in comparison to the other prevailing companies in the market. For example, in order to
advertise the events company can use various methods like virtual events, trade show, seminar,
user conferences, appreciation events and many others (Kumar and et. al., 2017).
Venues: This is the most important factor which can influence the working of event
industry as organizing event at the most suitable place will lead the business to a reputed position
and its increase customer base. As venues are the one which attract the public to go at the
events(Xu and et. al., 2016). So while organizing an event an industry must focus on the type of
the event and should arrange the venues accordingly. For example, when an organization wants
to communicate with some of the people then they must give their emphasis selecting rooftop,
garden, yacht, restaurant so that they can provide an isolated atmosphere. Whereas, while a wide
event is organizing then they must give emphasis on choosing ballrooms, hotels, theaters,
mansion and other so that a successful event can be conducted.

Critique the development of event sector
Events industry in the today time is the most developing sector as people now a days
depends on the event managers for organizing of their small or large event they do not take much
burden on their own. The rapid growth of industry also foster different different positive as well
as negative aspects. This industry is mainly developed due to the mega events as these events are
organized at the global level and are much profitable for the event industry. Along with this
memorable events has also leads to its growth by including various factors which are such as
publicity, venues etc. apart from this if the business of The Chester focuses on all these factor
then the business can easily attain a higher brand image and position within the market place.
TASK 2
P3 Design an event layout to correctly set up a conference or event room to meet specific
requirement
Designing Layout is the most essential factor for the business as this will enable them in
attracting large customers base. Structuring of effective layout as per the expectation and
necessity of the event will keeps they customer to experience the service of the particular
company from time to time. As in designing a conference room various equipment are needed to
be set up in order to successfully conduct meeting or conferences. These includes WiFi,
projectors, television, wireless presentation solution, speakers, lighting and stationary.
Consideration of these components in a conference room is essential in order to meet the purpose
of holding the meetings and events or to provide higher satisfaction to the visitors whoa re
coming in the event. In the context of the Chester hotel, by considering the requirement and
needs of the client and the customers arriving at the hotel and events they can easily satisfy with
the better quality of the services and accommodation which will lead business with extreme
amount of its productivity and profitability(Dowson and Bassett, 2015). Apart from this the
theme for the events and destination are diverse from each other in various ways:
 Cultural location: for organising these events the theme decided can be of light colours
including blue and white which gives a pleasant look and attractiveness.
 Spa and wellness: In this type of location the colours must be chosen with the mixture
of decent colours that is light brown and cream so that people arriving their can have
better view and environment.

 Adventure location: the decided theme for this particular areas will be a mixture of
some dark colours which can easily attract the customers such as green and dark brown.
 Healthcare location: For a location of the Health care the focus should be on the light
colours that is blue and white so that a vibe of healthier environment can be extracted.
 Luxury experience: for this the colors and combination chosen will be of muti
dimensional colors which attract the customers in a effective way so that business can
invite much customers(Uchida and Tanaka, 2015).
Thus all these above mentioned are the factors which effectively contribute to the growth of the
organization by attracting large numbers of customers.
P4 Additional service available within conference or event environment and the importance to
provide them to meet specific requirement
All these above mentioned are the factors which the business organization has performed
in a better way due to which are amount of guests with the Chester have been attracted. By
managing all these in a significant manner the business ensure that all the customers arriving at
the hotel are well managed and taken care in a better manner by rendering them with full
comforts and quality services. Due to this the parties and events are arranged and booked by the
guest in this hotel. This also includes various services related to the events such as food and
beverages, safety and security , delivery services etc. through these , all the customers are well
satisfied than the business can directly increase their brand image. In order to this the business of
Chester have also focused on rendering some beneficiary services to the clients which make the
events and the company more successful in the competitive market place. In order to fulfill
drastically changing demand and needs of the customers and guests different aspects have been
managed and control by the management in a effective way such as:
 Enough space required for the stage: in order to organise and event in an effective
manner the business will seek to organise an event by covering the area of 200 sq, ft
where are large number of customer can be attracted and events can be conducted in a
successful manner(Bischke and et. al., 2018).
 Space for cake table: This is vital as now a days cutting cake is the most crucial
component of the event in each parties and ceremony this particular activity happens
which requires a suitable coverage of area so that the guests arriving can easily enjoy and
feel hoy by coming at party.

 Area for buffer or food: the area decided for the food and buffer system must be
considering with the various factors such as proper arrangement of stalls, hygiene and
food quality so that customers can easily look at the entire food stall. The area should be
big enough so more than 200 guests at a time can have food.
 Proper space for dance floor: proper location for the dance floor is must for the event
and parties as customers arriving their comes with the hope to have better joy and fresh
environment at the hotel place(Gillessen and et. al., 2015).
Additional activities:
Fire performance: in order to retain higher interest of visitors in events, event manager
must given their focus on organizing fire performance to their employees so that effective
entertainment can be provided to them.
Celebrity performance: This is considered as most effective activity which will able to
event manager to attract a range of customers towards their event as by organizing celebrity
performance Chester also can enhance the brand value and recognition in the marketplace.
Halloween party: This is a theme based party which is organizing at the night time in
order to entertain the visitors so that they can feel much joy while attending event. This will help
the organization in gaining higher profitability and higher customer satisfaction as well which
will results higher brad image among the customers.
Moreover there are number of trends and innovation which have benefited the industry
to stay at top level by holding its higher position. Through the help of these innovation factor the
event industry can lead the market and attain a growth position. Some of these are as mentioned
beneath:
Utilization of innovative technologies: there are various innovation factors which are
implemented by the event and conference industry within their business such as in room
services, video conferencing, inventory control etc. which have enhance the productivity and
performance level of these event and conferences.
Wireless technology and Sensors: use of wire less technology have also improve the
events and conferences and has enhance their performance in the market place. Some of these
wireless services in the events and conferences used are WiFi, Bluetooth, GPS which has enable
the transfer of all relevant information in much easier way due to which the effectiveness has
improved(Frontoni and et. al., 2016).

TASK 3
P5. Different management roles within the event industry with reference to current job
opportunity in sector.
There are number of different roles and opportunities which are taken into the
consideration in the event industry. Some of these role are as manager, event managers, talent
manager, decorator in charge, event coordinators,event security officers, food and beverages
manager , conference planners etc. below mentioned are some of the major management role:
Event manager: In the business of the Chester the manager who is controlling event will
focus on formulating of different plans and strategies so that the event termed out to be as
successful as expected. For example, In this the manager of the event will slot the task according
to time to various individual as per their skills and ability and will keep on checking the task on
regular interval basis so that the work of the event can be performed within the time in a
systematic manner(Pielichaty and et. al., 2016).
Food and beverage manager: In context of the Chester the manager will ensure that all
the foods and beverages under the events are prepared with proper hygiene and under quality
supervisors so that the customers within the event can be served with better quality of foods and
beverages and their ultimate foods requirement can be settled down. They will also give their
emphasis on the serving of food in a attractive way so that customers by looking get attracted
towards eating of the foods. They also focuses on providing the food on the occasion as per the
requirement of the clients.
Event social media coordinator: In this regard, manager of Chester will ensure that they
have properly coordinated with social media coordinators so as to promote their events across the
world through the effective social media mediums. This efforts of the manager enables them to
attract a range of visitors in their events which helps them in gaining higher profitability and
sustainability in the marketplace for a longer period of time.
Marketing or communication manager: Manager of Chester also plays a significant
role in marketing and establishing communication channels. As with the help of appropriate
marketing channels they can increase awareness of their event among the customers so as to
attract a lot of people in participating in events. Also, manager have a significant role in
communicating within the organization so that the best services can be provided to the customers
by coordinating with each other on various event functions or activities.

Thus these are the some role which are performed under the event industry in such a manner so
that the industry as well as the visitors ultimate needs gets served within the time.
P6. The management skills and personal attributes which are required to work with in event
industry.
In order to perform the task in the event industry an individual must foster various
amount of skills which can lead the business to a next higher position in the market place. Some
of these skills are as mentioned below:
Management skills:
Communication skills: To perform the activity within the event industry the requirement
of this skills within the individual is essential as fostering this skill will enable the person in
communicating with their guests in the most effective manner so that the guests arriving at the
hotel feel respected and can share regarding their wants and needs with the employees working
so that their need gets satisfied(Weber and et. al., 2016). The communication skills are important
so that the needs and expectations of employees can be efficiently met. Communication skills are
important so that the employees can be made to understand the information that is provided to
them which helps in achieving the goals of the company.
Interpersonal skills: An event manager must foster this interpersonal skills as through
this they can easily work in a collective manner by building relationship with their potential team
member. This will also allow them to formulate decision in a effective manner regarding
providing services to their customers who have arrived in a better manner. This skills will also
render the individual with effective way to deal with the client in a systematic manner. The
interpersonal skills are important so as to meet the needs and expectations of customers which
will help in knowing about the needs and wants of customers so that strong relations can be built
with them by providing them with the goods and services they want.
Organization and delegation: As a manager have to juggle among all the various
responsibilities related to mange the workload, attend meetings, provide training sessions, review
company policies etc. due to which it is essential that manager have effective organization to
perform their job in an effective way. Other, delegation skills also required to have in order to
assign all the work among the employees as per their skills and talent so that accomplishment of
all the work in an optimal manner. This skill is important so that the tasks can be distributed

among the employees in an efficient manner and also help in fulfilling the needs and
expectations of the directors as the employees can efficiently work to achieve goals on time.
Problem solving and decision making: Due to the managerial position, manager also
required to give detailed attention to each and every aspect so as to solve all the conflicts easily
and to make effective decisions. As by having some creative thinking manager can come up with
innovative solution to overcome from all the issues or conflicts. This skill helps in meeting the
needs and expectations of government as problems that are faced in the company can be
efficiently solved which will help the company in prospering in the economy and help in
generating the revenue for country.
Personal attributes:
Confident : This factor within the event industry is crucial as the manager an the
individual working within this must be confident enough in dealing with people, handling critical
situation so that the activity within the industry can be performed in a effective manner.
Creative: In context of the Chester the event manager and the worker must be capable of
thinking in innovative and creative way as this will help the manager to work in a unique manner
which can attract the customers in the event industry by leading the brand with effective and
higher position in the market place(Lenne, and Fitzharris, 2016).
Willingness to learn: This is essential which needs to posses by the manager of event
industry as it allows them to give their focus on learning new things so that all the activities can
carrying out in a significant manner.
Flexibility: As today's business environment is constantly changing due to which it is
essential for the manager to stay flexible in their operations so that they will be able to adopt all
the changes in their operations easily in order to come up with the best decision and to sustain in
the competitive market for a longer period of time.
TASK 4
P7.Criteria required to run and manage a safe and secure event
Every business entity is required to focus on the factor of security and safety so that their
customers feel safe to reside at that particular hotel. In event industry the manager required to
focus on each and every aspects within it such as breakdown of the fire, electricity problems,
safety to humans etc. So that the customers can think of arriving at hotel within a peaceful