Managing Conference and Events

This study includes two different reports with interrelated requirement of event management industry. The first report focuses on different categories as well as dimension of events in event sector of London. Different venues of London are being analyzed in order to evaluate different perspectives of event industry. On another hand, this study is evaluating attributes and recent trends of event industry. Based on provided case scenario, design and layout for a wedding event are being prepared and evaluated in this report. Another report focuses on roles and responsibility of managers and other stakeholders of event industry. Claridges Hotel is a luxury hotel, situated in London. This organization is popular for its elegance and top quality services. Attractive offers of this company attract maximum potential customers towards their business. At the end of both reports, conclusion parts have been drawn from overall discussion.

MANAGING CONFERENCE AND EVENTS
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Executive summary
This study includes two different reports with interrelated requirement of event management
industry. The first report focuses on different categories as well as dimension of events in event
sector of London. Different venues of London are being analyzed in order to evaluate different
perspectives of event industry. On another hand, this study is evaluating attributes and recent
trends of event industry. Based on provided case scenario, design and layout for a wedding event
are being prepared and evaluated in this report. Another report focuses on roles and
responsibility of managers and other stakeholders of event industry. Claridges Hotel is a luxury
hotel, situated in London. This organization is popular for its elegance and top quality services.
Attractive offers of this company attract maximum potential customers towards their business.
At the end of both reports, conclusion parts have been drawn from overall discussion.
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Table of Contents
Introduction......................................................................................................................................4
Discussion........................................................................................................................................4
LO1. Investigation about different dimension and categories of events in event management
industry [P1, P2, M1, D1]................................................................................................................4
P1. Evaluation of different kinds and dimensions of events and differences between those
events...........................................................................................................................................4
P2. Discussion on attributes and recent trends that influences the industry of event
management.................................................................................................................................6
LO2. Assessment of considerations for setups of event and conference room with definition of
required professional standards [P3, P4, M2, and D2]....................................................................9
P3. Designing of event layout......................................................................................................9
P4. Analysis of available additional services within environment of event and conference
along with their importance.......................................................................................................10
Conclusion.....................................................................................................................................11
Introduction....................................................................................................................................12
Discussion......................................................................................................................................12
LO3. Evaluation of management skills required for event management and stakeholder
management within event management industry [P5, P6]............................................................12
P5. Different management roles in event sector........................................................................12
P6. Reviewing managerial skills and personal characteristics required for working in event
industry.......................................................................................................................................13
LO4. Evaluation of measures required for arranging safe and secure event environment for both
guests and staffs [P7].....................................................................................................................14
P7. Explanation and specification of required measures to give safe and secure environment to
staffs and guests.........................................................................................................................14
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Conclusion and recommendation..................................................................................................16
Reference list.................................................................................................................................17
4

Introduction
Management of event includes various attributes that help to meet expectation of customers from
event Management Company. This report focuses on different categories as well as dimension of
events in event sector of London. Different venues of London are being analyzed in order to
evaluate different perspectives of event industry. On another hand, this study is evaluating
attributes and recent trends of event industry. Based on provided case scenario, design and layout
for a wedding event are being prepared and evaluated in this report. Additional services that help
to meet expectation of customers are being discussed. In this case, Claridge's hotel is being
considered as event Management Company.
Discussion
LO1. Investigation about different dimension and categories of events in event
management industry [P1, P2, M1, D1]
P1. Evaluation of different kinds and dimensions of events and differences between those
events
Several types of events like corporate events, weddings required different kinds of venues. In
London, various venues are there that are used for organizing these events. Different kinds, as
well as dimensions of events and their respective venues, are mentioned below,
 Corporate events
Corporate events include conferences, business meetings, seminars, business dinners, product
launch events, and team building events. Formal atmosphere is maintained in these kinds of
events as business-related official work takes place in corporate events. As mentioned by Getz
(2018), purpose of organizing this kind of events is to support objectives of business such as
corporate communication, functions of management, improvement of morale of company and
procedure of business. Organizations hire event management companies such as Claridge's hotel
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for arranging corporate events. These events help to develop a good relationship between
employees and companies get opportunities to expand their business. Sea container events are
situated in London and this place is capable to include 200 people at a time. This venue is
appropriate for arranging corporate events. As mentioned by Dowson and Bassett (2015),
business people prefer attending corporate events at their venue as they get to experience
unobstructed view of London skyline. On another hand, Rich mix is another potential venue for
corporate event. This venue is located at Benthal Green, London and this place is flexible for any
kinds of events.
 Private events
Family events such as wedding, anniversary, birthdays, festival gatherings are included within
private events. According to Tsouet al. (2017), in this kind of events, individuals pay for parties
and they invite their guests on special occasions. In private events, privacy of host and guests are
being maintained and special arrangements are done as per requirement of clients. This category
of event is very common in even industry. Number of participants of this kind of events is less
than other event categories and unknown people cannot enter into these events without
invitation. This section of event industry includes educational events as well. Authorities of
educational institutes hire event managers for arranging seminars, convocation programs and
cultural programs for students. Pearcyet al. (2017), Shoreditch Studios is a renowned venue in
London that has been designed for arranging wedding events. 350 people can easily be present at
this place and it is an appropriate place for private parties. Spring and Maze are other popular
venues in London and many people celebrate their special day with their friends and families at
these venues.
 Live events
Festivals, sports events and live concerts of celebrity performers are included within live events
and these events need large auditorium like place as guest number is larger in this case. In as
opined by Jackson (2017), London, there are several places that can be considered as appropriate
venues for live events. The Roundhouse is one of the venues and this venue can accommodate
near about 1800 people to gather in this place. Owners of this place offer sound packages and
lights for their customers in addition. Wembly stadium is another bog place, where live concerts
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are arranged very often. As mentioned by Bachaet al. (2016), this place is very popular and it can
allow maximum of 90 thousand people to stay in this venue.
Figure 1: Categories of Events
(Source: Influenced by Jackson, 2017)
P2. Discussion on attributes and recent trends that influences the industry of event
management
Event managers hold effective interpersonal skills and they are liable to become flexible as well
as energetic. As commented by Bundyet al. (2017), main attribute of this industry is to entertain
their customers as per their requirement. In return, event managers get financial benefit and
reputation. People from this industry know the value of time and effective time management
skill helps them to serve good experience to their customers. Large event management
organizations such as Claridge's hotel, hire talented candidates in their business and this aspect
helps them to meet expectations of their customers. Kim and Cuskelly (2017) have mentioned
that the organization of all tasks with efficiency is one of the main aspects of this industry and
event managers work on gathered feedback from their clients. Due to this reason, this customer
oriented industry has the potential to satisfy the needs of customers.
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CategoriesofEventsLiveEventsCorporateEventsPrivateEvents

Recent trends of event management industry are mentioned below,
 Automation in venue management
People are expecting transparency in venue price and this trend is very popular at present. Top
entrepreneurs of event management industry are recommending regarding the implementation of
AI technology in venue management may help this sector to meet this trend. As mentioned by
Van Niekerk (2017), the use of AI in this sector can determine venue price based on availability
and this aspect can help to maintain transparency. Maximum customers can be attracted by
implementing this strategy. For example, the price of venues as per availability is being
informed to customers for helping them to book in advance. Live concerts are planned as per
availability of venue in advance as well.
 Trend to have more purpose of events
Event managers are observing that people are trying to have wider purpose of events. As opined
by Komljenovicet al. (2016), majority of individuals are trying to develop a social statement
through their events and this trend can help this industry to gain maximum benefit. People are
asking for special theme of events in order to deliver their message to all. On another hand, event
managers are getting opportunities to become a part of this approach. This trend is for ensuring
wider purpose of private events. For example, people are choosing theme related to environment
for events of birthdays. Selection of this kind of theme helps in increasing awareness about
environment in guests.
 Reducing carbon footprint
People of this modern era are concerned about environment and they want to reduce carbon
footprint and pollutions made by events. Event organizers are focusing on this trend of recent
days for satisfying demand of their customers. Kimet al. (2015) has stated that organizations
have realized that they could gain more attention to potential young customers by flowing with
this environment-friendly current trend. This identified current trend has the potential to protect
nature. According to many actors of event industry, they are arranging plastic free wedding
events in order to reduce carbon footprint.
 Concentration in specific cities
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It is one of the latest trends that people are choosing specific cities more than others for their
special events. Event professionals are assuming that events will be arranged in specific cities
more than ever in near future. For example, people prefer to arrange events in top cities of the
United Kingdom such as London, Edinburgh, Manchester, and many others. Jaimangal-Joneset
al. (2018) has mentioned that urbanization is attracting more people towards specific cities and
this aspect is helping event industry to contribute to economy of country. On another hand,
Huanget al. (2017) has mentioned that other related businesses are being started in those specific
cities and opportunities of employment are increasing accordingly.
 Demand of eligible speakers
New trend in event industry is to have potent speakers at events. Clients prefer to have speaker
with knowledge and effective communication skill. According to Grabher and Thiel (2015),
customers are asking for speaker with abilities to speak about different perspective of actual
subject. For example, school authorities are asking for host with knowledge and experience
regarding subject of their event. This industry prefers individuals with spontaneous speaking
ability and knowledge.
Figure 2: Recent trends of Event Industry
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(Source: Influenced by Huanget al. 2017)
LO2. Assessment of considerations for setups of event and conference room with definition
of required professional standards [P3, P4, M2, and D2]
P3. Designing of event layout
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Figure 3: Layout for wedding event
(Source/Tool: www.smartdraw.com, 2019)
Layout of venue of events is prepared to satisfy needs of customers in event industry. Above
mentioned design is the layout of Wedding reception and this design is able to meet expectation
of clients. Claridge's hotel is arranging this event and hotel staffs are providing their best effort
to served according to demand of client. Seating arrangement has been done in a way so that 75
guests can easily seat and enjoy the precious moment of wedding. Red carpet welcome has been
included as per demand of client. White linen covers for tables and chairs are added in this
design. 12 oval shaped tables will be here and 6 persons will be able to seat in each table. One
round table will be there along with 4 chairs. Wedding packages will be counted as per person.
At the left side, there will be a bar and the kitchen. Bar will provide welcome drink such as
bucks fizz and fruit punch. Kitchen staffs will serve cold and ho canapés. Three canapés will be
served to each guest of this wedding event. Jugs of ice water will be served to all tables and
three-course meal will be there for guests. Coffee and mints will be served at the end. Every
guest will receive half bottle house wine. For speeches, there will be one glass of toasting
bubbly. Quality of this layout has been ensured as good in order to provide the best experience to
client. All decorations and food arrangement is made based on instruction provided by client.
Colour theme of this event is white and purple. This theme colour will be maintained by both
staffs and guests. This theme will create a peaceful environment for all members attending this
event.
P4. Analysis of available additional services within environment of event and conference
along with their importance
Additional services are offered to clients as complementary services to exceed expectation of
customers. As suggested by Yusoffet al. (2015), additional services help to maintain customer
satisfaction and this approach is capable to help event professionals to get loyal as well as
potential customers in future. In this case, flower decoration will be arranged. White and purple
orchids will be there in the wedding hall. Colour combination of these flowers will be matched
with the theme color of this party and it will create a calm atmosphere. In addition, event
organizer will arrange a wedding cake for bride and groom. Names of bride and groom will be
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written on the cake. This cake will be handmade d kitchen staffs will be provided with
responsibility to make this beautiful cake. Lilac food coloring will be used to prepare this vanilla
flavored cake. While having a meal, guests will be amazed to listen to soft music. Event
organizer will arrange the best collection of soft as well as sober music for making the event
more special for the couple. Choice of songs will be asked before for ensuring impact of this
additional service. In addition, a corner sofa and square glass table will be arranged in case
any additional guest comes to this event. These special and additional arrangements will surely
exceed expectation of client. Smile on the faces of guests will make the client happy and
satisfied.
Conclusion
From the above discussion, it can be concluded that different kinds of events are there and each
of these events has different attributes. This report has mentioned different popular venues in
London. Different categories of events take place in different kinds of venues. On another hand,
this report has discussed recent trends of event sector. A layout of a wedding event has been
represented. Additional services that can help to meet the expectation of customer have been
mentioned. Hence, it can be concluded that the main purpose of the event sector is to provide
satisfactory service to its customers.
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Introduction
Event organizing companies are liable to provide good experience to people and they made
memories of lifetime. This report focuses on roles and responsibility of managers and other
stakeholders of event industry. Claridges Hotel is a luxury hotel, situated in London. This
organization is renowned for their elegance and good service quality. They offer top quality
services at lower cost and this approach is helping them to attract maximum customers towards
their business. However, this company organizes different categories of events as per
requirement of their clients. Customers get best experience of their lives from events organized
by this hotel. Staffs are dedicated and they follow all company policies and serve their best to
meet expectation of customers (Claridges.co.uk, 2019). Management of this hotel offers
complimentary services to their clients to make their special day remarkable.
Discussion
LO3. Evaluation of management skills required for event management and stakeholder
management within event management industry [P5, P6]
P5. Different management roles in event sector
An event manager must have proper vision and energy to play professional roles and
responsibilities properly. As opined by Frey (2016), an event manager plays the main role of
project director. This means they set and define different goals that make an event project
successful. It is the role of an event manager to assign different tasks to other employees.
Moreover, Zhou (2019) argued that another role of event manager is personnel supervisor. A
manager supervises different tasks of particular events and monitor performance of individual
staffs. This approach of event mangers can help them to conduct successful events. At present,
there are different job opportunities in this sector that includes event planner, wedding planner,
and staff coordinator.
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Another essential role event management is art director. Attractive designs for themes, stunning
decorations need to be chosen by event managers. At present, there are career opportunities in
the job role of event space and venue managers. As mentioned by Grabher and Thiel (2015),
marketing and sales is another essential role in event management. Different events are needed
to be marketed and sold effectively. This can be done by proving detailed description of events
and providing lucrative offers to clients. On another hand, Draper et al. (2018) contradicted that
accountant is another essential of event management. Different budgets and balance sheets are
organized by event management. This helps to allocate resources in a proper way. There is scope
of accountants in this field of event management in order to allocate budgets and gain desired
objectives. It is the role of event manager to administer the whole program of wedding event.
Different facilities need to be given to all guests. It is important for all staffs to perform their
jobs. This aspect may help to gain customer satisfaction. Different job roles are associated with
this industry and all must be performed with efficiency. This can be done by proper planning and
continuous monitoring of different procedures.
P6. Reviewing managerial skills and personal characteristics required for working in event
industry
Different skills and abilities are required by an event manager that helps to satisfy needs of
different stakeholders. As stated by Ryan (2016), communication is an essential skill that is
required by an event manager in order to interact with different stakeholders. This helps to
increase coordination and any confusion can be eliminated. Strong communication skill helps to
run different activities smoothly. Moreover, effective communication with different stakeholders
can help them to know their roles and responsibilities. Managers need to use both verbal and
written skills of communication to convey information to other stakeholders. This can help event
managers to gain confidence of stakeholders. In addition; problem-solving is another essential
skill that is required for working in event industry. As mentioned by Baumgartner (2018),
successful event managers can solve different problem like proper design in wedding event by
using problem-solving skills. Event managers need to stay calm and think critically.
Multitasking is another essential skill that is required to work successfully in event management
industry. Different essential tasks like planning, monitoring, collecting resources need to be done
simultaneously by a manager. Moreover, Marcella and Rowley (2015.) stated that an event
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manager plans and organize more than one event simultaneously. Hence, it is essential to have
the skill of multitasking. Leadership skill is another essential skill that helps an event manager to
work efficiently in this industry. It can be seen that many employees work under a manager.
Hence, it is essential for an event manager to have the skill of leadership. This skill can help
event managers to lead a team efficiently. Interpersonal relationship between employees can be
improved by leadership skills. Hence, any conflict in event management team can be eliminated.
In addition, different management goals can be achieved with leadership skills. However, Jones
(2017) contradicted that technical skill and knowledge is most important for an event
management executive. Technical skills can help an individual to solve different problems like
accountancy efficiently. Creativity skill is also essential for a manager to get success in this
industry. However, this skill can be improved by gathering experience.
These skills can impact in creating a successful event that can help to achieve different needs of
stakeholders. Creativity skill can help to satisfy needs of client and proper value can be provided
to them. Moreover, leadership and communication skill can help to increase satisfaction rate of
employees. Proper communication can be done with clients that can increase transparency in the
whole process. As stated by Müller (2015), effective communication is an essential tool that
helps to increase customer satisfaction. Communication skills can also impact on the negotiation
process. Bargaining regarding venue and other materials and clients need to be done by an event
manager.
LO4. Evaluation of measures required for arranging safe and secure event environment for
both guests and staffs [P7]
P7. Explanation and specification of required measures to give safe and secure
environment to staffs and guests
Several measures need to be taken for increasing safety and security of an event like wedding.
Risk management plan is a primary initiative that must be taken to increase safety of an event
venue. As stated by Bertella (2017), a proper risk management plan helps to eliminate threat
from an event and increases the rate of success. For example, potential hazards like fire need to
be identified and control measures like fire extinguisher can be arranged. High-level risk like fire
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and collapse of the stage can be eliminated by planning proper control measures. Safety of an
event venue can be increased by recruiting adequate employees. For example risk of theft can be
eliminated by staffing adequate security guards at events. Based on event size, security guards
must be hired by event Management Company. Fewer guards are required in case of small event
such as, wedding and other functions. While large security personnel are required for large
events like a concert. In addition, Bhavsar et al. (2018) stated that the safety of an event venue
can be increased by focusing on emergency services. For example arrangement of emergency,
lightning helps to eliminate risk of inadequate light during any power cuts.
Figure 4: Measures to give a safe and secure environment to staffs and guests
(Source: Influenced by Bhavsar et al. 2018)
A safe environment for guests can be provided by arranging medical facilities. In a function or
event, a guest can get injured. Arrangement of medical facilities can help management to provide
first aid to injured guests (De Bruijn et al. 2016). For example first kit box and ambulance can be
arranged for treating guests during an emergency. Different foods and beverages like liquor are
served in wedding or other events. Hence, to increase safety of guests it is essential to increase
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quality of food. For example, liquor needs to be purchased from any licensed dealer. Different
food must be checked properly before serving.
It is essential for event management to increase safety and security of workers who are working
in an event. Providing proper training to employees is an essential measure to increase safety of
employees in a workplace of event. As stated by Kubleret al. (2017), trained employees are
efficient to handle critical tasks or situation. For example, training regarding handling an over
drunk guest can help to eliminate the risk of any disturbance. Moreover, regular inspection by
management also helps to increase security of employees. This can help to eliminate the risk of
discrimination in workplace. Arrangement of first aid is also essential for workers employed for
decoration and other purposes like cooking.
Conclusion and recommendation
From the above discussion, it can be concluded that different essential skills like communication,
creativity, and problem-solving are required to become a successful event manager. These skills
need to be implemented by event managers of Claridge hotel for organizing event like wedding
in a proper way. Moreover, different roles and responsibilities of event management have also
been discussed in this assignment. This can help managers and executives of event management
to gain proper knowledge about roles in managing events like wedding. Different security
measures like arrangement of emergency services like medical can help to increase safety and
security of essential stakeholders of an event.
However, it can be recommended that adequate planning about arrangements of essential
requirements like food can be done before. This can help to eliminate the risk of wastage. Hence,
shortage in budget can be eliminated by this events organization. Moreover, it can also be
suggested that proper training about management must be provided to workers before. This can
help to increase their knowledge about event management and task of problem-solving will be
easy. This is can help to gain desired objectives and event can be organized in a proper way.
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