Managing Conference and Events

This report explores the different categories and dimensions of events within the event sector, examines the considerations for conference and event room set-ups, and explores the management skills required to work within the events environment. It also explains the measures required to manage a secure and safe events environment for staff and guests.

Managing Conference and Events

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1: Investigate the different categories and dimensions of event within the event sector...........3
LO2: Examine the considerations for conference and event room set-ups defining the
professional standards required .......................................................................................................6
LO3: Explore the management skills required to work within the events environment and
successfully......................................................................................................................................8
LO4: Explain the measures required to manage a secure and safe events environment for staff
and guests ........................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Event management defines as an execution of different project management to develop
and create various events which include weddings, trade shows, conferences, birthday party
and so on. It consists of planning, controlling, coordinating as well as managing different
activities that are required by a person to execute an event. In this report, The Crown Plaza
hotel is used as a base company and its headquarter is located in the United Kingdom. It is a
multinational hotel chain that mainly operates its business in around 100 countries. The
company offers a variety of high-quality services to customers in resorts, city centres, airports,
coastal towns and so on. It is a report which consists of various information related to some
specific categories (Bokelberg, 2019). Along with this, it is the report which includes dimensions
of the different event as well as an explanation of current trends, features, and importance in the
event sector. Apart from this, some management roles, personal attributes, reviews of some
management skills along with this appropriate measure are going to be discussed to provide
safe & secure venues for the staff and guests.
LO1: Investigate the different categories and dimensions of event within the event sector
Examine various categories and dimensions of events with the help of specific examples
Event is considered as the planned social and public occasion that is held at a specific place
and time for the motive of celebration, entertainment, reunion or sponsorship. Events are
organized for the special occasion according to this only overall activities are designed
effectively. Concerning Crown Plaza Hotel, its managers who deal with event zone emphasizes
on different various dimensions and categories so that they can organize events according to
the client's demand and requirement. Execution of effective event with its best services
promotes the name of the hotel itself that also helps attract more customers towards them.
Events are mainly categorized into 3 different types according to which only event manager of
Crown Plaza Hotel organizes it for a client.
These categories are described below in an effective manner:
Private events are mainly organized by event managers for special occasions or
function in which all closed ones are invited by a host for celebrating that special occasion. In
private event only invited people are allowed to enter into the venue (Brown, 2019). Some main
examples of private events are school functions, weddings, festive celebrations, birthday
parties, etc.

Corporate: This kind of event is basically organized for developing professional relationships.
These are mainly organized by business persons in which partners, other business persons,
and employees are invited. The corporate event includes product launch, business lunch or
dinners, conferences, success, seminars, etc. In this meet, all business associated people get
the opportunity to communicate with one another and promote their business activities in a
positive manner (Emery, 2016).
Charity/Fundraising: The main motive of organizing charity events is to raise funds for
needy people so that this amount could be further used to taking effective initiative for societal
development. The charity event is mainly organized by NGOs. Examples of Charity functions
are sponsored cycling, charitable auctions, sports event, society balls, and many others.
Entertainment events: This is the type of event which is mainly organised for the
purpose of event. It is includes movie promotion, festival celebration and many more which
provide entertainment to the large number of individuals within the area. Such events helps in
increasing social network of individuals.
Hallmark events: Hallmark tourist events mainly includes cultural, fairs, expositions and
sporting events which are organised whether on continuous basis or one off basis. of
international status which are held on either a regular or a one-off basis. The main function of
such events is to give the host community an opportunity in order to secure advanced
prominence at the tourism market place.
Apart from all categories, the managerial department of Crown Plaza who handles events
considers various dimensions while planning for the event so that they can perform effectively.
These dimensions areas are also helpful in fulfilling the requirement of customers. Main
dimensions considered by this company are described as below:
• Anticipation: This specifies that the event planner of Crown Plaza invites customers in such
a manner that develops excitement among them and also influences them to join it.
• Arrival: Here the main emphasis of the respective hotel is to ensure the arrival of every
guest is safe that will provides them a better experience.
• Appetite: Major focus of the event planner is to develop a menu of the event in such a
manner that could easily fulfil the appetite of each guest.
• Activity: All activities are planned by the event planner of Crown Plaza innovatively and
creatively that should rightfully attract customers.
• Amenities: Last but not least focus of event planner is to provide the best experience to
customers with attractive and meaningful amenities that enhances their comfort level during the
execution of the event.

All of this dimension is helpful for an event planner in organizing the best event for its clients
which also contributes to providing them better experience (Harmeling and Palmatier, 2016).
Using examples of different categories of events explain feature and current trends that
influence event industry.
According to the changing needs & demands of customers, the event industry gives
birth to various trends that assist in increasing the quality of goods and services which is being
offered by the management team of the hotel industry. These are the factors that highly
influence the overall performance of a company that needs to be considered by the
management team of hotel Crown Plaza while they organize any kind of event. All these
organizations provide various services to satisfy their needs and want effectively. Some of the
tends & features which highly influence the overall sector are as follows:
Safety and security: It is considered as the most crucial and effective factor which needs to
be kept in mind by the management team of Hotel Crown Plaza while they organize any kind of
event and shows (Jepson and Clarke, 2016.). It is very essential to make their audience, clients
and individuals feel safe and secure and satisfied while attending the event. It is a type of trend
in the event industry where individuals work towards to perform all the functions safely and
securely. For this, it is very important to put more and more effort to develop a safe and secure
environment. It is an important element that needs to be considered by the management team
of Hotel Crown Plaza while they organize any kind of event which is related to charity, sports
events to perform it effectively and securely.
Workforce issues: It is a challenge for the managers to find the best and suitable person
with soft speaking skills so that they can positively interact with their customers. If an
organization appoint fresh talent regularly they will be able to perform their task effectively. It is
also in trend within the event industry, that they need to hire candidates regularly who can
manage every situation positively. It has been analysed that some business events like
conferences, trade shows require highly talented and skilled individuals who can arrange
everything in a professional manner which assists in developing an effective relationship with
their client.
Advancing the event profession: It has been analysed that there is a fear in an individual
that they get declined by their customers and to avoid this they keep motivating themselves and
using advanced technologies such as AI, augmented reality and many more. All these trends
increase the level of expectations of their customers within the event industry regularly.

Therefore, the management team of Hotel Crown Plaza must adopt all these technologies
whenever they organize corporate events so that their objectives will be fulfilled in a positive
manner (Leinemann and Baikaltseva, 2017).
LO2: Examine the considerations for conference and event room set-ups defining the
professional standards required
Event layout design to set up conference room to achieve client requirements
The layout of the Room which is selected for the conference always has a huge impact
on the experience of the customer. This also influences the brand image. Hotel Crown Plaza
has an event planning team that focuses on creating a layout as per the expectations and
various types of requirements of their clients. The layout design of the event for setting up the
conference room can be related to the example, where customers are looking for a conference
room for the arrangement of a meeting that is going to be held between the key people of the
organization. The main objective of the meeting is to discuss with regards to a new product
which is to be launched and the features of the product. In the seating arrangement, there must
be adequate facilities of sound, lights that are required for the presentation to be visible to all the
30 members who are attending the meeting (Lucey, 2016.). There will be a face to face
discussion in the meeting. The environment must be secure as the meeting will be based on
some confidential information also. The overall design of the conference room and its layout is
discussed below:
• Table configuration: Various styles can be used for seating arrangement but for the
conference in the crown plaza the team has decided that U shaped configuration so that
presentation is visible to each person who is there in the meeting. This will also help in
increasing the satisfaction level of t eh candidates about dace to face interaction between all the
members (Posenato, Zerbato, and Combi, 2018).
• Selection of room: For this meeting, a room will be selected of the Crown Plaza hotel which
is having the capacity of sitting 30 people with more space to facilitate moving around of people.
The room must also have the feature of soundproof walls sop that there is no disturbance and
distraction when the meeting is going on. Also, the meeting should be taken place in a room
which is having walls which are painted in light colours only so that there is a professional
feeling for the members.
• Adjusting lights, picture, and sound quality: In the selected room the lights must be used
in a manner that there is not much brightness and members are feeling comfortable. Also, the
sound must not be much high and speakers have to insert around three walls across the table
and the overall quality of the Projector Should also be very high.

Determine additional services available within the conference environment and explain
the importance to meet clients requirements
To increase the quality of services for increasing the satisfaction level of customers. It is
important to offer other additional services also to customers despite the best planning for
having a suitable conference room design. These certain things are not added in the list of
customers but they must be added by the event manager so that they can provide augmented
services which are the arrangements beyond the expectation of customers. Following are some
of the additional services in the event which the organizing team of the Hotel Crown Plaza will
be delivering to their customers for a better overall experience through the conference meeting
(O's Sullivan, 2016). this will enhance their goodwill in the market and help the hotel in creating
brand loyalty.
Projector presentation: For keeping all the members engaged and a better understanding
of the various issues being discussed in the meeting. Mainly PowerPoint presentations and
videos are used as a medium for delivering the message more efficiently. For an overall better
experience the organizing department of the crown plaza will provide the facility of Projector,
with the help of videos and presentations which will help them in delivering the message more
effectively.
Boutique services: It refers to the service where customers get personalised services
according to their requirements. For instance, If a family decides to got for a vacation and
requires personal stay then some hotels provide such services. Some of the hotel managers
provide offers and packages according to the needs and wants of users as well as they can
modify these offers as per their wants. This will help them in attracting large number of
individuals towards their organisation, which as a result increase their overall profitability.
Wi-Fi connection: Internet is one of the most important features whose need can arise at
any time between or during the meeting. In the case of Crown Plaza, they can also deliver this
additional service to their clients and customers so that many users can perform their tasks at a
particular point of time which will help in conducting of meeting. The overall execution and
completion of the meeting will be done properly with the help of an internet connection. This is
essential from the point of Crown plaza hotel also as when there will be good services provided
to all the member then it will help in increasing the brand image of this hotel also.
Air conditioning: While the meeting is going on if the member who is present feels
uncomfortable in terms of the overall atmosphere of the meeting such as they are feeling the
heat. Which can ruin the whole purpose of meeting? Comfort is very important for all the
members while they are attending the meeting. From the point of Crown Plaza hotel it is

important that there are proper arrangements being made so that the overall environment is
suitable and according to the climatic conditions in the external environment, also it must be
ensured that temperature of the conference room can easily be adjusted and changed
according to the desires of the members which will help in smooth completion of the meeting.
This will also help in t attainment of the objective for which the meeting is being held (Bokelberg,
2016).
High quality audio system: It is one of the most effective method where sound and
audio should be effective where clients will not face any kind of problem while communicating.
There are various types of events organised within the hotel premises where client requires high
quality audio system. For example, while organising conference meetings, there must be
effective sound system so that communication become easy for them. With the help of this
individuals related to corporate world will attract towards the hotel.
LO3: Explore the management skills required to work within the events environment and
successfully
Examine different management roles for the event industry
It is identified that the event industry is one of the fastest-growing and competitive sectors as it
provides an ample number of opportunities to enhance the growth and capability of the chosen
organization. In this context, an ample number of job roles are assigned to people with the help
of which they can enhance their overall skills so that they can develop a better career to them. It
has been said that management team need to perform in an effective manner. Job roles of
management team is to create positive relationship within the organisation so that goals and
objectives will be attained in an effective manner and within given time frame. Some of the
specific management job roles which are commonly found in the event sector are as follows.
• Maintaining a positive relationship with others: It is said that the event manager is the
only person who is highly responsive to communicate and speak about the events to suppliers,
venue owners, third party contractors, sponsors & many more. Therefore, it has been said that
role & responsibilities of an event manager are to maintain a healthy and positive relationship
with staff members by reducing the chance of disputes and conflicts for the success of the event
(O'Sullivan, 2016). management team need to focus on the environment of workplace so that
they will be able to enhance the efficiency and potential of their staff members.
• Planning as well as managing event activities: Major and primary role of the event
manager is to manage and control all the activities which are going to be performed in a specific
manner. It has been identified that event manager is the person who mainly plans each activity
in the event, assigns an activity to everyone, manage them & resolve conflicts and issue for

executing the plans effectively. In this job role of management team is that they must plan all the
activities in advance and then perform all the functions in an appropriate manner. Therefore,
manager need to have effective skills and knowledge about the job roles so that they will be
able to attain their goals within given time period.
Review Management skills and personal attributes that are required to work in events industry
As the choice and preferences of the customers change it will directly lead to change in
the arrangements and planning of an event. To satisfy the customers, the manager has skills
and attributes to face such challenges and meet customer expectations (Tripathi, Pabbisetty
and Roychoudhuri, 2017).
The personal attributes and management skills are discussed below:
Management skills
Flexibility & Adaptability: Nothing is permanent and fixed during the event, arrangements
get altered constantly. An event manager can cope up with the changes so that things can be
executed effectively according to the plan formulated. This flexibility motivates the event team
and leads to customer satisfaction. This will assist in meeting all the needs and wants to
stakeholders associated with the organisation. Therefore, it is very essential for the
management team to have highly flexible and easy adaptable skills so that they can perform
their work according to the changing environment.
Keen Eye for details: It is the responsibility of every manager to check the activities that
are performed by its team members. It ensures that work is done in the right manner and in the
right way. It also helps in preventing issues that can convert into big problems. In addition to
this, it supports the event manager in properly managed and organized the things in an event. It
is the skill which help in fulfilling all the requirements of stakeholders which as a result retain
them for a long period of time. Along with this, if keeping eye on each and every detail
performed by the management team they will be able to produce high quality services.
Management of people: A manager is successful when he can manage its group
members. It helps managers to execute the work inappropriate manner. A manager has the skill
to handle conflicts and issues to successfully manage the team members and perform the
operations on time. If all the staff members are managed by the top management authorities in
an effective manner they will produce high quality services which meets the requirement of
stakeholders associated with the organisation.
Personal attribute:

Interpersonal skills and power: Event manager is responsible for the success of the
event and to meet its client expectations. To achieve this, the manager can hear and
understand the requirement of clients properly. An event manager has skills such as listening
skills, communication skills that help in maintaining relations with the team members and clients
(Reason and Hobbs, 2017).
Innovative & Creative: Nowadays people like those things which are attractive and
creative. To meet the needs and requirements of the customers an event manager must have
ideas that are different, innovative and creative. It attracts the customer and builds the
reputation of the manager in the market.
Different management roles in event industry:
Planning: The first part of every event is to make planning of various events it is the first
stage and in this manager. All further activities are based on how effectively this function has
been performed by manager.
Activities planner: In this function various activities are planned. It includes a detailed
view of all different events that have to be done in a particular event.
Special events planner: In this function planning is done regarding some special event.
Various other management roles that are part of a any event are discussed below:
 Program manager
 Program coordinator
 Community relations manager
LO4: Explain the measures required to manage a secure and safe events environment for
staff and guests
Explain suitable measures to provide a safe and secure venue for guests and staff
To make any event successful as well as make the customer satisfied, secure and happy it is
very important to manage every activity efficiently. There are some basic measures which need
to be considered by the manager so that they can avoid any kind of negative impact. All these
measures provide a secure and safe environment for the staff members so that they feel
satisfied and happy (Schwebel, 2017).
Create Security checkpoints: One of the essential methods is to ensure that the manager
provides a higher security checkpoint so that no one can enter into the premises with harmful
equipment. Along with this, it will also very important for the staff member to provide a safe and

secure environment for their customers. With the help of this method, every aspect such as
venue, staff and guest attain security when they spend their time within the hotel premises. This
security check post help in retaining their current staff members and guest as well as attracting
new customers towards them.
Keep private events private: It is identified that some organizations announce their events
on a public basis by mentioning it on the press release, social media, websites and so on. It will
assist in attracting a large number of customers towards their event but might cause risk to the
guest as well as the whole event team. Therefore, private events need to be kept private as no
information related to the events are disclosed publicly. If manager keep the event private it will
assist in securing the guest and help in keeping the venue safe and secure. Therefore, all such
factors help in performing business functions in an effective manner and retain loyal customers
and staff members for a longer period of time.
These are the components that need to be considered by the management team of hotel Crown
Plaza while they organize any kind of event to ensure that there must be a safe and secure
working environment (Thakkar, 2019).
Along with this, it will assist in enhancing the brand image as well as the level of satisfaction
among customers so that they can accomplish organizational gain effectively.
There are some recommendations given to the management team of hotel Crown Plaza that
they must follow all the legal policies in an effective manner so that positive output will be
received. With the help of this, management team of the company can perform their task in an
effective manner and create positive relationship with the staff members as well as with the
customers. Along with this, it has also been suggested to the organisation that there must be
proper planning as well as execution of all the policies in an effective manner so that
functionality of the hotel will be smooth.
CONCLUSION
With the assistance of the above-stated report, it has been concluded that in today's world
event management is one of the biggest and fastest-growing sectors with the high rivalry of
companies by offering innovative ideas & practices to organize an event. It has been analysed
that event planning includes various dimensions & categories that need to be considered while
organizing the event. Apart from this, an event planner needs to examine new trends to satisfy
the requirements of clients effectively.

REFERENCES
Books & Journals
Bokelberg, E. H. and et. al., 2019 International Business Machines Corp, 2016. Managing
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Brown, L. D. and et. al., 2019. Managing the narrative: Investor relations officers and corporate
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Emery, P., and et. al., 2016. Managing sport facilities and major events. Routledge.
Harmeling, C. M. and Palmatier, R. W., 2016. Managing Disruptive Change in Channel
Relationships. In Let’s Get Engaged! Crossing the Threshold of Marketing’s
Engagement Era (pp. 527-527). Springer, Cham.
Jepson, A. and Clarke, A., 2016. An introduction to planning and managing communities,
festivals and events. In Managing and Developing Communities, Festivals and
Events (pp. 3-15). Palgrave Macmillan, London.
Leinemann, R. and Baikaltseva, E., 2017. How to manage a successful press conference.
Routledge.
Lucey, C. E. and et. al., 2016. Method and apparatus for managing private moderator codes for
conference calls. U.S. Patent 9,258,338.
O'sullivan, P. J. and et. al., 2016. System and method for managing calendaring events. U.S.
Patent 9,317,838.
Posenato, R., Zerbato, F. and Combi, C., 2018, September. Managing decision tasks and
events in time-aware business process models. In International Conference on
Business Process Management (pp. 102-118). Springer, Cham.
Reason, J. and Hobbs, A., 2017. Managing maintenance error: a practical guide. CRC Press.
Richardson, A. J., 2016. Managing revenue and costs to implement strategy: The conference
organizer's dilemma. Accounting Perspectives, 15(4), pp.331-335.
Schwebel, L., Alcatel Lucent SAS, 2017. Process for managing the connection of users through
their terminals to a multimedia conference session. U.S. Patent Application 15/308,158.
Thakkar, P. and et. al., 2019. Techniques for a mixed audio conference. U.S. Patent 9,294,721.
Tripathi, A., Pabbisetty, N. and Roychoudhuri, S., Microsoft Technology Licensing LLC,
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