Conference and Exhibition Management Portfolio

This portfolio explores the definitions, purposes, venues, and resources required for managing conferences and exhibitions. It delves into the significance of these events, specific locations, and technical resources needed for successful execution.

Conference and Exhibition Management
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Table of Contents
Introduction................................................................................................................................3
Definition and Explanation of Exhibition and Conference sector.............................................3
Key purposes of Conference and Exhibition.............................................................................4
Identify and evaluate, through reconnaissance, specific locations including purpose built
exhibition/conference venues.....................................................................................................7
Produce an in-depth resources evaluation for a specific type of conference or exhibition........8
Outline the technical resources required for a specific event....................................................9
Conclusion................................................................................................................................10
Reference List..........................................................................................................................11
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Introduction
The report is a portfolio that describes the different types, management and purposes of
conference and exhibition. The portfolio has also explained the different venues for
exhibition events in available in UK. A particular type of exhibition has been chosen and
described by stating the requirements for the event.
Definition and Explanation of Exhibition and Conference sector
Exhibition
According to Albano (2018), the term “Exhibition” is defined as the large-scale public
showcasing art objects, industrial, agricultural products or others. The organisational sectors
organises a number of exhibition to present and display a selection of items. Some of the
sectors such as museums, galleries, exhibition halls, and World’s fairs practices this art or
rather technique for displaying their specialized products.
As stated from the study of Sibilio et al., (2017), there are broadly two types of exhibition
namely, Commercial and Non-Commercial exhibitions. The Commercial Exhibition is held
by the business sectors to attract buyers and sell the displayed items. The Non-Commercial
Exhibitions are basically arranged for appreciation of talents and skills. Exhibition can be
further categorized further into museums, art exhibition, trade exhibitions and consumer
exhibitions.
According to Knell (2017), Museums are the non-commercial exhibition sectors that conserve
the valuable scientific, artistic, cultural and historical objects. They are open for the global
population to view those preserved structures and objects so that these sectors are able to
provide them with significant knowledge.
From the study of Harrington (2015), Art exhibitions can be commercial or non-commercial
exhibitions sectors that include paintings, figurines, drawing, photos and others. The Non-
commercial art galleries showcases the art pieces created by renowned artists to the public
while the Commercial art exhibitions are held to display the artworks of the debutant artists
so that they are able to make money from the artworks after getting attention and recognition.
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Witt et al., (2015), in his study stated that Trade shows and Consumer Exhibitions are the
advertisement techniques that are adopted by the organisational and business sectors so that
they are able to increase the number of participants towards the sale of their products.
Conference
From the study of Pearce et al.,(2015), a Conference is defined as a meeting that may last for
more than one day and is organised depending upon a particular subject or rather to bring the
people associated, together having a common interest. The conference sectors mainly held
this meeting to discuss upon formal topics. These sectors usually adopted the most traditional
type of presentation, that is, paper followed by questions. Some of the important types of
Conference sectors are symposium, seminar, colloquium, workshop and roundtable.
Symposium, are the sectors that held meetings to discuss upon a particular subject followed
by drinking parties. Thus, it can be said that these sectors shows the informal characteristics
of conference.
Seminar, are the type of conferences that shows the general relationship between groups of
students and professors where the students does numerous research works and exchange the
results among themselves. The most characteristic feature of seminar is that it includes
debates where the students are responsible to present the results of their research works.
According to Krause et al., (2018), Colloquium are the traditional conference or rather a
conversational seminar with the help of debate. Workshops are the conference that indicates a
brief and intensive educational program with varying number of people in the group, each
having a specific skill and talent in a particular field. Roundtable Conference, symbolizes the
equality of all participants, the limited participants in the conference that decides and discuss
in the meeting while sitting together upon a round table.
Key purposes of Conference and Exhibition
Conference
From the study of Khan et al.,(2015), the significance of conference meetings has increased
with the course of time for the independent agencies and organisations. The conference
meetings are successful only if the participants responds to the issues in these meeting and
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how much efforts they successfully interpret the solutions. Some of key purposes of
conference meetings are:
 These meetings are held to bring together the specialists, agents and staffs so that the
planning, networking and educational opportunities are set according to the
organisational needs.
 The purpose of conference is to provide a joint platform for the program planning
work. These works provides great potential in the future to the organisation to work
upon a full-fledged research projects.
 The meetings held during the conference are the area that is considered to the “Idea
Generation Area” where the ideas are created so that the roadmap for the upcoming
projects and possibilities related to them are produced.
 The European conferences provides opportunities for the scientists and engineers
from all over the continent to meet at one place and discuss about the research works
on a broad range of subjects.
 Not only the researchers, students and delegates participates rather the purpose of the
conference meetings is that the concerned organisations employs the common people
to get the glimpse of what kind environment exists in the top notches of management
and their R&D segments. Through this, the organisations can purposely perform
better by boosting productivity and creating better understanding of their respective
fields.
Exhibition
According to the study of Saarinen et al., (2017), Exhibitions are the only promotional tool
that brings buyers, sellers and the competitors in a commercial setting. The participants, who
attend an exhibition, are interested in the products and therefore they spend their time and
money. The main purpose of exhibition is to create a form of mass hysteria. Some of the
other key purposes are:
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Figure 1: Key Purpose of Exhibition
(Source: YourArticle Library. (2018))
 To reach an audience with a distinct interest in the market as well as the products on
display.
 To create awareness and develops relationships with new prospects.
 To provide product demonstrations, it is an important purpose since the customers
always demands or rather enquires about the specification, pros and cons of the
products that they decide to purchase.
 To determine and stimulate the needs of the customer, where there is a necessity of
description of products that effectively stimulates the needs of the customers.
 To gather competitive intelligence.
 To introduce new and innovative product.
 To recruit skilful dealers and distributors.
 To continuously improve the company image.
 To provide services that solves the queries and problems of the customers.
 To make profitable sales.
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Identify and evaluate, through reconnaissance, specific locations including purpose built
exhibition/conference venues
According to the survey, there are five best venues for purpose-built exhibition and
conference in UK. Some the best venues for purpose-built exhibition in UK namely, Cardiff
City Stadium, Liberty Stadium-Swansea, The Kia Oval, Museum of Science and Industry and
Aintree Racecourse-A Jockey Club Venue. Some the best venues for purpose-built
Conference in UK are namely, Aberdeen Exhibition and Conference (AECC), ExCel London,
Belfast Waterfront, Pullman Liverpool at ACC Liverpool, and Hull Venue.
Evaluation of the Exhibition venues in UK
 Cardiff City Stadium
This is one of the premier events venues located in Wales, UK established in July 2009. The
stadium has the capacity of holding 600 people and has the flexible event space that are
decorated in a contemporary style to really make the exhibition events stand out. The stadium
has easy access to the M4 motor network and 2000 onside car parking spaces (Lime Venue
Portfolio. (2018)). The particular venue has good connection with the local hotels to provide
accommodation for the events hosted in the stadium. For exhibiting purposes, the stadium
offers equipment facilities such as LCD/Data Projectors, Flipcharts, WI-Fi connection and
PA Systems.
 Liberty Stadium-Swansea
This stadium is the premier venue for exhibition and other events in South-west Wales, UK.
This prestigious sporting venue can accommodate meetings and dinners for 8 to 600 guests.
The stadium has 9 event suites and numerous syndicate rooms that offer flexible arrangement
of meetings, training, drink receptions or private dinners (Lime Venue Portfolio. (2018)).
 The Kia Oval
The Kia Oval is one of the most popular venues for exhibition and conference purposes that
are located in the heart of the London. Each room in this venue is flooded with natural
daylight and boats outstanding views of the famous Oval Wicket. The venue has both modern
and traditional rooms (Lime Venue Portfolio. (2018)). The Kia Oval can accommodate
meetings and dinners for 650 guests and offer banqueting and weddings facilities. They
venue also courier services too.
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 Museum of Science and Industry
Museum of Science and Industry is the most important venue for exhibition and other events
lies in Manchester, UK. This venue was established in the year 1983 and now has the ability
to accommodate about 300 guests. The venue is equipped with ergonomic furniture and Wi-
Fi connection due to which it serves as one of the places of interest in the nation. The venue
is the most suitable place for conducting Business Exhibitions (Lime Venue Portfolio.
(2018)).
 Aintree Racecourse-A Jockey Club Venue
The Aintree racecourse is the most unique venue that has served to be the best venue for
conducting exhibition. The venue offers capacities for upto 600 delegates that combine with
3700sqm hard standing exhibition space are free parking area for 1800 cars (Lime Venue
Portfolio. (2018)). Some of the offered services and facilities by this venue are theatre,
boardroom, Dinning or dancing, and Cab services. The venue is well known for holding the
maximum capacity equal to 4500 guests at a time.
Produce an in-depth resources evaluation for a specific type of conference or exhibition
Evaluation of resources is important for predicting the expenditure costs of a particular type
of Exhibition (Alai et al., 2015). The type of exhibition that will be conducted is Art
exhibition. The resources that are necessary for the Art Gallery Exhibition are:
Office Stationeries
Since the exhibition is going to an Art exhibition, some of the necessary office stationeries
such as notebooks, diaries, pen and pencils will be required since some of the professional
from this field would be invited for the purpose to judge the artworks of the debutant artists.
Lights and Electricity
This is the essential resource for any kind of event. The art gallery will require innovative and
artistic lighting resources such as glow lamps, low intensity fluorescent bulbs and tubes. The
choice of the lighting commodity should be done by keeping the energy efficiency in mind.
Flooring
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The complete area of the art gallery will be covered with velvet carpet to attract the royal
visitors and professionals.
Furnishing
There will be a requirement of wide number of flashy and ergonomic furniture for dinning
since after the exhibition, all the guests will be allowed to have dinner at the venue.
Foods and Beverages
The guests will be allowed to have dinner therefore; special and delicious food and beverages
items will be made by specialized chefs and will be served through a renowned catering
service in UK.
Seating Arrangements
The purpose of the exhibition is to roam and view the artworks; there will be a minimum
requirement of furniture for seating purpose.
Waste management
There will be installation of 2-3 wastebins at every corner of the venue.
Entertainment resources
Since the exhibition has an artistic purpose, there will be an arrangement of soft background
music to entertain the guests.
Stalls
Each debutant artists will be provided with a stall to showcase their artworks.
Outline the technical resources required for a specific event
Wi-Fi and Hotspot facilities
The Wi-Fi and internet connectivity is one of the most common facility that is offered on
many events include purpose-based exhibitions and conferences.
Robots
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One of the most influencing and attractive resource for holding exhibition are the robots. The
business will increase the number of the participants by adopting ad showcasing the use of
robots during the exhibitions (Al-Daihani et al., 2016). These robots will be programmed in
such a way that they will be able to interact with the people by fulfilling their odd needs and
also in catering services.
Modular Systems and stands
The stands, boardrooms and the banquet stalls should be fully digitalized. The LED displays
specifying the stall’s and stand’s information will help the participants the purpose the
services offered in each stall during the exhibition.
Smart-wrist bands
Each participant will be given a smart-wrist band for identification purposes. This will allow
keeping an account of every participant during the exhibition events.
Credit and Debit terminals
There will 2-3 credit and debit terminals within the boundaries of exhibition so that there is
no need for the participants to leave the exhibition for any kind of transactional situations and
can fulfil the purpose of the exhibition event.
Conclusion
From the report it can be concluded that for the promotion of the brands and products,
Exhibition is the necessary promotional strategy to compete its existence in the market.
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Reference List
Alai, R., Hydal, S., Seymour, N., Soh, N., Hoong, T.W., Rahaman, N., Ahmed, K. and Sii,
N.L., 2015. Evaluating the value of broadband full-azimuth data processing and imaging in a
PreCarbonate setting: Presented at the 77th Annual International Conference and Exhibition.
Albano, C., 2018. The Exhibition as an Experiment: An Analogy and Its
Implications. Journal of Visual Culture, 17(1), pp.97-116.
Al-Daihani, E.H., Nandi, A.K. and Raza, S.M., 2016, September. An Effective Utilization of
Internal Resources, a Cost Intensive Approach to Develop Technical Competencies of
Subsurface Manpower. In SPE Annual Technical Conference and Exhibition. Society of
Petroleum Engineers.
Harrington, A., 2015. Introduction to Georg Simmel’s Essay ‘On Art Exhibitions’. Theory,
Culture & Society, 32(1), pp.83-85.
Khan, J., Ketzel, M., Kakosimos, K., Hvidtfeldt, U.A., Sørensen, M., Nielsen, O.R., Brandt,
J., Ellermann, T. and Jensen, S.S., 2017. 18th International Conference on Harmonisation
within Atmospheric Dispersion Modelling for Regulatory Purposes 9-12 October 2017,
Bologna, Italy.
Knell, S.J., 2017. Museums and the Future of Collecting. Routledge.
Krause, J.M., Douglas, S., Lynch, B.M. and Kesselring, L., 2018. Let's Get Virtual:
Observing Physical Education Field Experiences through Synchronous Video
Conferencing. Strategies, 31(1), pp.30-34.
Lime Venue Portfolio. (2018). Exhibition venues | Unique venue hire for exhibitions. [online]
Available at: http://www.limevenueportfolio.com/venues-by-event/exhibitions/ [Accessed 29
May 2018].
Pearce, W. and Hollin, G., 2015. Reply to'Clarity of meaning in IPCC press
conference'. Nature Climate Change, 5(11), p.963.
Saarinen, S., Mäkelä, V., Kallioniemi, P., Hakulinen, J. and Turunen, M., 2017, September.
Guidelines for Designing Interactive Omnidirectional Video Applications. In IFIP
Conference on Human-Computer Interaction (pp. 263-272). Springer, Cham.
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Sibilio, S., Rosato, A., Scorpio, M., Iuliano, G., Orsillo, R. and Falcione, N., 2017.
Refurbishing solutions for a museum: the integration between new multimedia exhibition
technologies and artificial lighting systems. In Le Vie dei Mercanti _ XV International
Forum (pp. 1019-1028). La scuola di Pitagora editrice.
Witt, J. and Rao, C.P., 2015. Trade shows as an industrial promotion tool: A review and a
research agenda. In Proceedings of the 1989 Academy of Marketing Science (AMS) Annual
Conference (pp. 392-396). Springer, Cham.
Your Article Library. (2018). Exhibitions: Objectives, Characteristics, Planning, Follow-up
and Evaluating. [online] Available at:
http://www.yourarticlelibrary.com/marketing/exhibitions-objectives-characteristics-planning-
follow-up-and-evaluating/7630 [Accessed 29 May 2018].
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