Event Planning and Implementation

This document provides an overview of event planning and implementation, including different categories and dimensions of events, features and current trends influencing the event sectors, event layout for conferences and event rooms, and additional services provided by Four Seasons Hotel in the event environment.

Event Planning and
Implementation

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1) Different categories and dimensions of events................................................................1
P2) Features and current trends influencing the event sectors...............................................2
TASK 2 ..........................................................................................................................................4
P3) Event layout to correctly set up a conference or event room...........................................4
P4 Additional services provided by the organisation in conference and event environment5
TASK 3............................................................................................................................................6
P5) Different management role within event industry...........................................................6
P6) Management skills and personal attributes required to work within the event industry. 7
TASK 4............................................................................................................................................8
P7) Measures to provide a safe and secure event venue........................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Event basically means the gathering of people for any particular purpose or reason. It can
include a cultural event, sports event, music event, private event, etc. Conference is a formal
meeting between two or more persons to discuss any particular or common matters or to
interchange their views (Chu, Anguelovski and Carmin, 2016). Event planning is a complex
process which includes preparation of proper event management plan, safety and security plans,
crowd management, parking facility and many more to provide best treatment and satisfaction to
customers and clients. For this assignment, Four Season Hotel London is selected which is a
luxury-5 star hotel located at near Hyde park in central London, UK (Four seasons, 2019). This
project includes different categories and dimensions of event and also evaluate the considerations
for conference and event room set ups. Different management roles within the event industry and
review of management skills are also included. At last measures required to provide a safe and
secure event also form a part of this assignment.
TASK 1
P1) Different categories and dimensions of events
Event can be defined as a planned public or social occasions for which many people are
gathered at a particular place. Many hotels and event management planner are there to organise
or plan a successful event for their clients. There are many categories and dimensions of events
provided by Four season hotel London which are explained as follows:
Categories of events:
Private events- It refers to private gatherings of a family, organisation, or club where
guests and family members of clients are allowed and this event is not open to general public.
Four season hotel provide a perfect venue for small as well as large private gatherings providing
most conventional and beautiful location for guest.
Cultural events- These events are representative of any specific culture to make people
aware about different values and features of a particular culture. These events are mainly based
on music theme or any other art form. Four season hotel also organise many cultural events for
their clients to foster respect and open-mindedness for all culture in people. These types of
events are useful in increasing goodwill and brand image of an organisation (Yigitcanlar and
Teriman, 2015).
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Wedding events- Wedding is a formal way to mark the union of two people but different
event managers have made it full of excitement, celebration and fun for all. Wedding ceremony
includes many events like wedding dinner, reception, etc. four season hotel provide a skyline spa
to groom and bride to get relax before their big day and at reception a host is there to welcome
all the guests in the sun filled, glass conservatory at restaurant. A natural ballroom facility is also
provided by Four season hotel.
Dimensions of events:
Following dimensions are provided by Four season which makes it different and superior
than other event organiser:
Amenities- Four season is having a grate a sense of event needs and wants thus, provide
all the possible amenities to its customers to promote its events. It includes proper electricity
facility, parking area, hospitality space, locker rooms, green rooms, best infrastructure etc. to
attract and gather a large number of customers and clients (Akutagawa and Myslinski, 2015).
Location- Four season hotel is famous for providing a event location that is full of
greenery and provide a natural experience to it customers to make them feel relax and clam. It
organise events at such places which are easy to reach thus, provide great ease to customers and
their guest.
Anticipation- it is related with encompassing marketing and communication for a
particular event for attracting large number of audience. The material and content for promotion
of an event is designed by Four season hotel in a that is very enticing and create a excitement in
customers while establishing the appropriate expectations. The event communications made by
Fore season hotel is persuasive to convince event goers to spend their time and money on that
event.
Activity- an organisation must conduct and have certain activity in its event to maintain
the excitement and interest of the audience. It can be spectator or participatory, impromptu or
produced as per the goal and objective of event. Four season hotel select and schedule
progressive experience with a strong opening, intriguing activities paced to provide amusement
and enrichment, and an exciting, memorable experience to its customers.
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P2) Features and current trends influencing the event sectors
Importance of event sector is growing as they become a important tool for promotion of
an organisation and creation of awareness in people. The key features of different categories of
events are described below:
 For any private event, the most important feature that attract a customers is its security an
safety measures. It is necessary for every organisation to have proper security system and
security staff to safeguard its clients from any kind of threats during events. Four season
hotel of London is making use of face recognition systems to allow entry of authentic
people and guest in a private event and other security measures are also implemented
(Smith, 2017).
 Culture events is attended by a large number of people who wants to enjoy live
performance of music, dance, drama or poetry. Thus its main features the content of
event that which should properly reflects the culture or arts of the client to its customers.
Use of proper technology like big screens, better quality mikes an speakers, comfortable
seats, etc. are provided by Four season hotel to organise a successful cultural event which
provides a compelling content to attract its customers.
 Wedding events are mainly conducted for 2-3 days to perform all the rituals properly
thus, its main features are related with proper management of guests and safety of their
ornaments, vehicles and other accessories. Four season hotel is having many supervisors
to guide the guests during a weeding event to remove all kinds of chaos. Proper locker
facility and parking facility vis also provided to guests to ensure safety of guests vehicles
and accessories (Schiller and Kenworthy, 2017).
Thus, it can be said that security management, content of event, crowd management, and
parking facility are the most important features of an event.
Current trends of event industry
Following are the current trends of event industry to boost the event and to attract more
and more visitors in their events:
Guest management and experience- for any event industry, its guest are most important
thus,complete focus of event industry is on proper guest management and experience which has
lead to growth of event sector. Use of many new technology like 3D projections, creative
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lighting and eye popping decoration is made by Four season hotel to attract more customers and
to provide better experience.
Amplify security- The current trend of event industry is focused towards amplify
security without causing alarm and anxiety in attendees. Enough security is needed to protect the
large and mange a large number of customers but sometime a large number of security force or
measures can creates tension or anxiety in customers, thus to meet such conditions use of
institute peer security and hidden security cameras are been made by Four season hotel to
provide proper safety without creating any unnecessary anxiety and delay in event (Müller,
2015). Implementation of amplify security is providing boost to event industry.
Promotion- For success of any event, events are properly promoted and communicated
to make potential customers aware about content and purpose of event which has increased target
audience for event industry. Use of social media, Facebook, twitter, LinkedIn, Instagram, etc. are
made to make customers aware about an ongoing event. Four season hotel is making use of an
aggressive promotion technique to attract more customers for its event.
These currents trends of event industry are aimed at adaption of new business
environment through making proper use of technology to become more and more innovative
which facilitates better services and satisfactions to customers. Innovations and technology
improvement has solve the issues of security and crowd management thus, attracting more
number of customers.
TASK 2
P3) Event layout to correctly set up a conference or event room
Different event and conferences are organised by Four season and possible efforts are
made to meets its customers expectation and provide them the best services. Following layouts
and planning is done by Four season hotel to organise a private event for celebrating Christmas
eve. James Williamson is the client of Four season hotel who wants to organise a private party
for celebrating Christmas with his family, friends and office collogues. The expected numbers of
guests range from 150 to 200. Following event management plan or layout will be prepared by
Four season hotel to successfully organise this private event:
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 First of all a budget will be prepared on the basis of information and expectations of
James Williamson which include all the expenses like cost of food preparation, staff,
security measures, etc.
 Beautiful and attractive cards will also prepared to inform and invite gusts for the event.
A list of guests will also be provided by James Williamson and these cards are send to
friends and colleagues of James Williamson through e-mails to ensure timely delivery of
information about the event.
 Beautiful banquet hall at first floor of Four season hotel will be finalised as the venue for
the event providing a spacious room for more than 200 people and it will be beautifully
decorated with various attractive lights and Christmas trees to create a felling of
celebrations and joy. A well known DJ and music system will also be appointed to play
party music and proper seating and infrastructures is also there (Voskamp and Van de
Ven, 2015).
 Proper information will be provided to chef regarding the menu of party which includes
starters, main course meal and dessert at the end. Various soft drinks and juice are also
there for all guests.
 Proper security and safety facility will also be there. Use of face recognition system and
CCTV cameras are made to keep a check and control of entrance of unknown people.
This event will mainly focused towards providing a luxury experience to guests and to
make them feel happy with joyful colour and designs selections (Haselsberger, 2017). Use of
attractive lights and colour layouts will be made to create a feeling of celebration and music is
also according to the Christmas theme. The food provided at the event will be delicious and
proper care for hygiene and cleannesses will also be maintained through out the event. Thus,
overall this event is successful and liked by all the guests and it has fulfilled all the expectations
of James Williamson.
P4 Additional services provided by the organisation in conference and event environment
In event management company, proper planning of event and direction function are
important for the success of any occasion. The strategies applied in event planning includes
application of project administration basics for creating and implementing successful meetings,
conferences and other functions. Additional services provided by company play a role in its
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growth and development. In context of Four seasons, the following extra services are rendered to
customers in event environment and conferences.
Team building activities:- The company Four seasons provides after conference
additional services to businessmen and its associates like Water sports, Land activities and
indoor activities. These all services assists in building efficient teams. This effort of firm helps in
increasing the brand value in the organisation's name and attracting more trustworthy customers
(Kennedy, and et.al., 2019).
Limewood rooms:- This special room is created by Four seasons in order to assist
businesses to launch products and conduct private parties after conferences. This additional
service can hold extra 200 members. This post event service increases the level of satisfaction in
customers and therefore, helps in capturing larger markets. It boosts company's success and
maintains strong relationships with important clients.
Relaxation services- After business meetings, conferences and events customer can gain
benefit from the relaxation service provided by Four seasons. It aids businessman in releasing the
business works stress and work on healing of body as well as soul. Relaxation services alludes
swimming poll, steam room, sauna, Jacuzzi and fitness gymnasium. The significance of this
service is that it helps in retaining valuable business clients as it is one of the most difficult task
to attain by event management companies (Auld and et.al., 2016).
Executive rooms :- In Four Seasons, conference events are provided with extra service of
executive rooms. These rooms are given by the company to the businessman so that they can rest
during long breaks associated with conferences. The importance of this service is that it aids in
creating and establishing positive endorsements for company. When the customers are provided
best services and their expectations are met they suggests the name of company to other people
and also distributes positive viewpoints about company.
Working brunch- This service includes lunch menus with extra and new dishes which is
associated with the service of lunch between conferences. Four Seasons provides this service free
of cost to businessman and other clients. Company work on meeting customers needs with
additional efforts in order to develop strong relationships with them and engage in taking the
assistance of company in event planning and management (Woodruff and Stults, 2016).
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TASK 3
P5) Different management role within event industry
Event industry is growing with a very fast speed as many customers are developing and
having desires to attend these social, cultural and private event thus, creating a vast number of
opportunity for event and conference sectors. Different management role are required to grab
these opportunities and at the same time to meet stakeholders requirements. Such roles and job
opportunities includes job of Talent Manager,Event Manager, Decorator In-charge, Hospitality
Manager, Event Coordinator, public Relations Officer, Food And Beverage Manager, Event
Security Officer, Activities Planner, Meeting Planner, Conference Planner, Event Operations
Manager, Marketing Coordinator, etc. some of the important management role of within event
industry are explained below:
Event Manager- Event manager is the individual having all the responsibility for
organising a successful event. They are responsible for preparing event management plan which
includes budget, security measures, crowd management, food facility, parking facility, etc. In
Four season hotel of London, event manger is responsible for proper coordination of all the
activities for meeting expectations of clients and guest (Dickey, 2017).
Food And Beverage Manager- They are having the responsibility of proving tasty and
healthy food and beverage during the event. Proper planning is necessary to avoid the conditions
of shortage of food or wastage of food during an event. In Four season hotel, food and beverage
manger is having the all responsibility regarding the activities related with catering facility to
provide best quality food to its guests and potential customers.
Head of Marketing- Proper promotion of event is necessary to attract a large number of
audience or guest for any event. In Four season hotel, head of marketing is having all the
responsibility regarding the promotion of an event. Use of latest technology, online sites and
social media is made to create awareness in potential customers regarding the events.
Following management role of Four season hotel not only fulfil the needs of clients but
also meet the expectations and desires of shareholders trough increasing productivity and
profitability. Head of marketing and event manger plays a important role creating a good image
of hotel and also creates awareness in customers which attract more clients and consumers thus,
productivity and probability of organisation will improve (Sligo and et.al., 2017).
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P6) Management skills and personal attributes required to work within the event industry
Many management skills and personal attributes are required to plan and execute a
successful a event and to attract a large number of clients and audience. Some of these skills and
attributes are explained below.
Management skills Communication skills- This skill is necessary to speak politely and properly with a wide
variety of people and also helps in maintaining good relationship with clients. Effective
communication makes a manger able to properly provide guidance to its staff regarding
implementation and execution of event plan. Mangers of Four season hotel is having a
very effective communication skills thus they are able to properly coordinate and guide
its employees for fulfilment of customers expectation.
 Time management skills- For success of any event it is very necessary to have proper
coordination with time limits. To attract more and customers it is necessary to create a
good impressions on mind of customers which is only possible through timely fulfilment
of customers expectations. If event is not get started on time or not completed on
prescribed time, it will lead to dissatisfaction among customers thus, needs and
expectation will not be met. Mangers of Four reasons are very conscious for timely
completion of work and use of proper techniques are made to properly allocate the
different tasks between its employees to ensure timely completion of work (Shou and
Chong, 2015).
Personal attributes
Following personal attributes are needed to meets the expectations of customers and to
grab more opportunities in an event management industry.
 Creativity- It is necessary to have creativity in employees of an event industry to provide
new and more innovative facility and experience to its customers during an event.
Workforce of Four season hotel is very creative thus, they are able to attract more
customers and providing a tough fight to its competitors.
 Energetic- Employees of Four season hotel are very energetic which ensure maintenance
of good working environment and facilitates timely completion of work which is
necessary to create a good image in minds of customers and other stakeholders (De Roo
and Hillier, 2016).
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TASK 4
P7) Measures to provide a safe and secure event venue
It is the responsibility of event organiser to provide a safe and secure venue to its clients
so that they can properly and fully enjoy the event. Following measures are taken by Four
season to provide a safe event: Health and safety risk assessment- Every organiser should properly analyse the possible
risks and timely actions should be taken to eliminate the same. Security staff are
appointed by Four season to maintain safety at event.
 Develop an emergency plan- An emergency plan should be made by organisation to
handle the adverse the situation. A ambulance and other medical facility are also
available at event venue to tackle any critical situation. Efficient Electricity and power supply - Proper precautions are taken by Fore season to
reduce the chances of electricity failure during an event to maintain the smooth flow of
event (Chu, Anguelovski and Carmin, 2016).
Planning of event
Planning for an event conducted by Four season hotel consist of various steps which
includes setting objective and testifying feasibility of an event. First of all set targets and
objective are planned by Four season and after that the feasibility and success level of an
event is made. The feasibility check consist of planning and evaluating about the number of
gussets, the level and types of services required along with the net income and possible
profits. Thus, planning of event by Four season consists of evaluation of risk and return
associated with an event on the basis of which all decisions and planning regarding an event
is made.
Promoting of event
After leading effective planning about an event on the basis of its feasibility analysis next
step consist of promotion of event. The main aim of promoting an event by Four season
Hotel is attracting and catering larger number of clients and visitors for its events to enhance
its profit and income level. Thus, For promotion of its events use of online advertising and
digital modes of promotion that consist social media marketing and other online platforms
are used by Four season Hotel for effective promotion of its events in order to cater and
attract larger number of visitors and customers.
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Fashion Show Fire Safety and Crowd Management
A PLC fashion brand of UK has selected a counter house building of London to promote
its brand's new collection of cloths. This building provided a significant area and venue which
was free of all safety issues and thus created a positive impact on customers through providing
better scope for presenting creativity. The PLC fashion brand has also appointed a crowd
management and safety team to provide better experience to its customers. Fire fighting
techniques are also there to meet adverse situation (Fashion Show Fire Safety and Crowd
Management, 2019).
Four season hotel and PLC fashion show has clearly showed the importance of safety and
security as it is helpful in ensuring a successful and smooth event which meet all the expectations
of customers. Four season hotel is more focused towards health facility and other security
measures to ensure safety of customers while PLC fashion brand gives more importance to
proper crowd management and fire fighting systems. Four season should try to get better safety
measures like fire fighters and emergency exit and Plc fashion brand should try to provide better
medical and healthy safety measures for safety of its customers. It can be recommended to Four
season hotel to have a better crowd management plan to properly guide or mange the customers
during an event.
CONCLUSION
From this assignment, it can be concluded that event planning plays an important role in
success and growth of event industry. There are different categories of event like private and
cultural events. Dimension of a successful event includes its locations and amenities provided to
customers. Features and current trends of event include proper security and health measures to
attract more customers. Different important management roles are there to fulfil the expectations
of clients and many skills and attributes are also required to grab opportunity in an event
industry. At last it can be summarised that proper safety and security measures are necessary to
organise a smooth and uninterrupted event.
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REFERENCES
Books and Journals
Akutagawa, C. E. and Myslinski, L. J., 2015. Social networking event planning. U.S. Patent
Application 14/631,279.
Auld, J. and et.al., 2016. POLARIS: Agent-based modeling framework development and
implementation for integrated travel demand and network and operations
simulations. Transportation Research Part C: Emerging Technologies. 64. pp.101-116.
Chu, E., Anguelovski, I. and Carmin, J., 2016. Inclusive approaches to urban climate adaptation
planning and implementation in the Global South. Climate Policy. 16(3). pp.372-392.
De Roo, G. and Hillier, J., 2016. Complexity and planning: Systems, assemblages and
simulations. Routledge.
Dickey, J. W., 2017. Metropolitan transportation planning. Routledge.
Haselsberger, B. ed., 2017. Encounters in planning thought: 16 autobiographical essays from
key thinkers in spatial planning. Taylor & Francis.
Kennedy, M., and et.al., 2019. Building Back Better: Local Health Department Engagement and
Integration of Health Promotion into Hurricane Harvey Recovery Planning and
Implementation. International journal of environmental research and public
health. 16(3). p.299.
Müller, M., 2015. The mega-event syndrome: Why so much goes wrong in mega-event planning
and what to do about it. Journal of the American Planning Association. 81(1). pp.6-17.
Schiller, P. L. and Kenworthy, J. R., 2017. An introduction to sustainable transportation: Policy,
planning and implementation. Routledge.
Shou, W. and Chong, H. Y., 2015. A comparative review of building information modelling
implementation in building and infrastructure industries. Archives of computational
methods in engineering. 22(2). pp.291-308.
Sligo, J. and et.al., 2017. A literature review for large-scale health information system project
planning, implementation and evaluation. International journal of medical
informatics. 97, pp.86-97.
Smith, R. D., 2017. Strategic planning for public relations. Routledge.
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Voskamp, I. M. and Van de Ven, F. H., 2015. Planning support system for climate adaptation:
Composing effective sets of blue-green measures to reduce urban vulnerability to
extreme weather events. Building and Environment. 83. pp.159-167.
Woodruff, S. C. and Stults, M., 2016. Numerous strategies but limited implementation guidance
in US local adaptation plans. Nature Climate Change. 6(8), p.796.
Yigitcanlar, T. and Teriman, S., 2015. Rethinking sustainable urban development: towards an
integrated planning and development process. International Journal of Environmental
Science and Technology. 12(1). pp.341-352.
Online
Fashion Show Fire Safety and Crowd Management. 2019. [Online] Available
Through:<http://www.crowdsafety.org/casestudies/fashion-show-fire-safety-and-crowd-
management/>.
Four seasons. 2019. [Online] Available
Through:<https://www.fourseasons.com/london/meetings-and-events/events/>.
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