Managing Conference and Events : Crown Plaza

Managing Conference
and Events

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Examine various categories and dimensions of events with the help of specific examples. .3
P2 Using examples of different categories of events explain feature and current trends that
influence event industry.........................................................................................................5
TASK2 ............................................................................................................................................6
P3 Event layout design to set up conference room to achieve client requirements...............6
P4 Determine additional services available within conference environment and explain
importance to meet clients requirements................................................................................8
TASK3.............................................................................................................................................8
P5 Examine different management roles for event industry..................................................8
P6 Review Management skills and personal attributes that are required to work in events
industry...................................................................................................................................9
TASK4 ..........................................................................................................................................11
P7 Explain suitable measures to provide safe and secure venue for guests and staff..........11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Event management refers to the implementation of project management for creation and
development of several events such conferences, trade show, sports event, wedding, Birthday
party and many more. It involves planning, managing, controlling and coordinating the activities
required to be perform within an event (Tripathi, Pabbisetty and Roychoudhuri, 2017). The
Crown Plaza hotel is a multinational chain of upscale hotels which is headquartered in United
Kingdom. It operates its services in more then 100 countries by offering variety of services from
city centres, resorts, coastal towns and near airports. This report contains a detailed information
regarding several categories and dimensions of event along with explanation of features and
current trends in event industry. In addition to this it also includes a event layout design for
conference room along with discussion of additional services. It also detail about several
management roles, reviews of management skills, personal attributes and suitable measure to
provide safe and secure venue for guests and staff.
TASK 1
P1 Examine various categories and dimensions of events with the help of specific examples
Event is basically refers to the gathering of individuals at a particular time and place
either for the purpose of celebration, reunion, sponsorship or entertainment. The hotel Crown
Plaza must try to evaluate several category and dimensions of event in order to organise future

events in more effective manner that support in keeping customer satisfied and influencing them
to suggest others for same (Jepson and Clarke, 2016). The events are categories into three type
which is mentioned below:
Private :- This type of events are basically organised by an individual for special
occasion where they want gathering of closed ones or families for celebration. Private event
involves a list of guests so that venue remains open for them only. It involves events for
wedding, birthday parties, festival gathering, schools function etc.
Corporate :- These events are basically organised by the businesses for building up
professional relationship between its partners and employees, solicit new businesses, building
loyalty with existing suppliers or customers and promoting brand as well as product. It involve
events like business dinner, seminars, conference, product launch, success part etc.
Charity/Fundraising:- These events are organised by NGOs in order to raise fund fro
the charity required for performing a some actions toward the welfare of society. It consists of
events like sports event, charitable auctions, sponsored cycling, society balls and many more.
Despite of these categories, dimensions of event must also be consider by the event
managers of Crown Plaza so that proper event planning can be performed so that proper
management of event can be performed while meeting with clients requirement for strengthening
relationship (Lucey and et. al., 2016). The dimensions of event planning are,
 Anticipation:- It state that Crown Plaza must announce or invite the audience in a
manner which create excitement and ensure that people wiling to join that event.
 Arrival:- The event team of Crown plaza must ensure that the arrival place must be safe
and efficient so that overall better experience can be provided to audience.
 Atmosphere:- The event management team within Crown Plaza must select or develop
venue site while considering the location and layout as per the audience accessibility and
their comfort (Leinemann and Baikaltseva, 2017).
 Appetite:- The event management team of Crown Plaza must focuses toward fulfilling
the appetite of guests by making right choice of meal which matches with the palate,
occasion and budget.
 Activity:- Under this the role of event management team of Crown Plaza is to formulate
effective decision about entertainment choices, recreational options and meaningful
diversion for offering in event.

 Amenities:- After the end of event, event team of Crown Plaza must focuses toward
incorporating in event for providing tangible expressions which extend the legacy of
memories which shows the guest's comfort and experience. This help in supporting future
events.
Each of these dimensions support in formulating effective planning of event which brings
up positive experience that help in keeping client satisfied.
P2 Using examples of different categories of events explain feature and current trends that
influence event industry
With the increase in the socialise practices of people, event industry is experiencing the
number of changes as per consumer demand which give birth to several trends for enhancing the
quality of services being offered. All these factors left great influence over the event industry and
practices performed which must be taken into consideration by hotel Crown Plaza while
organising any event so that maximum satisfaction can be provided (Richardson, 2016).
Following are the features and trends which may influence event sector in near future:
Safety and security:- It consider as one of the most crucial factor which is to be kept in
mind by Crown Plaza while organising an event as when attendee feel safe at the place they
would be able to enjoy event properly and get satisfied with the work of event management
team. Safety and security arrangement is also a kind of trend within event industry where people
work toward putting more and more efforts by performing several arrangements to make
attendee feel safe. This is important feature to consider while organising of event related with
charity such as sports event where arrangement to be performed in a manner that none of the
people from audience get harmed while game.
Workforce issues:- It challenge to find a person with required set of soft skills who can
work and interact with customers in effective manner always remain continue within event
industry where fresh talent is always welcomed (Harmeling and Palmatier, 2016). This is also in
trend within event industry, the hotel crown plaza should focuses toward keeping its workforce
update by hiring candidates with better interpersonal skills so that event can be managed
properly. Some event like business conference require more talented individuals who can make
arrangements for event in professional manner which support in building effective relationship
with client.

Advancing the event profession:- The fear of getting declined by the client keep on
encouraging people to take their profession at next level by determining range of solutions using
technologies like augmented reality, artificial intelligence etc. These technological trends in
event industry has also enhanced the expectation level of clients. So, in order to maintain
customer base event team of Crown Plaza must focuses toward using such technologies while
organising corporate events related with product or services launch that help them in fulfilling
their objective in more effective manner.
TASK2
P3 Event layout design to set up conference room to achieve client requirements
Room layout selection for a conference have a huge impact over the experience of
customer throughout this event which may also influence the brand image. The event planning
team of hotel Crown plaza must focuses toward developing a creative layout which must be as
per the clients requirement (Emery and et. al., 2016). The event layout design for setting up a
conference room can be better understood using an example, where customer is asking to arrange
a conference room for a meeting which is to be performed among the key persons of organisation
for having a discussion regarding new product launch and its features. In this sitting
arrangement, lighting, sound must be so that the presentation must be clearly visible to all of 30
members with clear sound so that they can perform face to face discussion regarding their ideas.
The place must be safe and secure so that meeting can be performed with more comfort. The
design of conference room layout is mentioned below:

 Table configuration:- there are number of style used for sitting arrangement but for this
conference the Crow Plaza team has decide to arrange U share configuration so that the
presentation remains visible to each person with appropriate sound (Posenato, Zerbato
and Combi, 2018). This also help in satisfying the candidate need regarding face to face
discussion among its members.
 Selection of room:- For this conference meeting, a room of Crown plaza hotel will be
selected that have the capacity of having a seating arrangement for 30 people with
adequate space to move around. In addition to room must be sound proof so that no
disturbance can distract people during meeting along with walls painted with light and
professional colours.
 Adjusting lights, sound and picture quality:- In selected conference room the lights
must be used in a manner that reflect not much brightness in which members feel
comfortable, sound must not be too high. Speakers will be inserted at three walls around
table and the quality of projector display also kept high.

P4 Determine additional services available within conference environment and explain
importance to meet clients requirements
In order to provide more effective services for satisfying customer it is crucial to offer
additional services to customers despite of best planing with suitable conference room design.
These things are actually not added within the wish-list of customer but must be added by event
manager in order to offer augmented services i.e. arrangements beyond the expectation of
customer for future recall (O'sullivan and et. al., 2016). Following are the addition services that
the event organising team of hotel Crown Plaza can deliver to its customer for better experience
through conference meeting,
Projector presentation:- For keeping meeting members engaged and providing better
understanding through meeting, people mainly use power point presentation or videos as a
medium to deliver their message in more effective way. For better experience, the event
organising team of Crown Plaza can provide projector facility through which videos or power
point presentation can be delivered.
Wi-Fi connection:- Internet is consider to be the most essential thing whose need get
arise at any time during meeting. Hence, Crown Plaza can also deliver this addition service to
client while conference meeting so that multiple users can perform their work at a time which
support in conduction of meeting in effective manner.
Air conditioning:- While meeting if the participants experience heat in environment then
they would be able to remain much comfortable while meeting which may also ruin the aim
behind meeting (Bokelberg and et. al., 2016). Hence, event team of Crown Plaza must ensure
that the room selected for meeting must be fully air conditioned and have proper ventilation so
that people remains much comfortable while meeting.
TASK3
P5 Examine different management roles for event industry
Event industry is consider to be one of the most competitive sector but on the other side it
is also full of opportunity which providing individual with several chances of improving their
skills or capability and get capable of earning hire growth. It offers number of job role where
people can enhance the skills and capability in order to develop a better career. Following are the
management role that are mainly found within event industry,

 Maintaining good relationship with other parties:- The event manager is responsible
for speaking about the event to venue owner, suppliers, public media relation officer,
third party contractor, sponsor or many more. Hence, the role of event manager is to
maintain a better relationship by minimising the chances of conflicts with these parties as
it is crucial for the success of event.
 Planning and management of event activities:- The main role of event manager is to
manage all the activities that will be going to perform within a particular event. In this
event manager remains a head of the event who plan an entire event, assign work to
everyone, supervise them and resolve the issue for better execution of plan (Schwebel,
Alcatel Lucent SAS, 2017). A person with appropriate leadership and management skills
will get higher opportunity to become an event manager.
 Ensuring better performance of talent activity :- Each event includes a particular
talent to be displayed for making event more attractive and interesting. In this the role of
talent manager is to manage all the requirement as well as issues that are related with
talent. The person with adequate knowledge of several talents can be access to several job
opportunity for talent manager.
 Utilising manpower effectively:- In this the major role of event coordinators is to assist
event manager in term of checking up different department, creating contingency plan,
planning an event or making a report of every department for improvement of purpose so
that proper work breakdown structure can be prepared (Reason and Hobbs, 2017). In
addition to this for proper manpower utilisation event coordinator prepare time driven
worksheet for allocating and checking off each work for timely completion of project.
For performing this job role people must have good management skills and ability to
manage work while coordinating with other departments.
P6 Review Management skills and personal attributes that are required to work in events industry
In event industry the work performed by the people not always remain certain as choice
of the client changes frequently which affect the arrangement of event. Hence in order to make
customers satisfied with the services, the event manager must be having certain skills and
personal attributes which help in responding to such challenges in order to meet with the
customer need and expectations. These management skills and personal attributes are mentioned
below:

Management skills
Flexibility:- Nothing is fixed and certain while organising an event as things get change
on continuous basis. Hence an event manager should maintain flexibility in its working style so
that these changes can be implemented effectively within working practices or plan formulated
by them. This support in aligning the efforts performed by event team within the direction of
customer satisfaction.
Keen Eye for details:- An event manager is responsible for keep their eye over each and
every activity which is performed by its subordinate (Thakkar, Sekaran and Mehta, 2016). This
is because it help in determining that each activity must get performed in right direction and also
support in preventing little issues to turn into big ones that create problem. Attention to this
detail and evaluation of performance support event manager to ensure that everything get
properly organized and in place of event.
People management:- A successful event manager is one who has the ability to manage
its team of people with diversified job role in right manner so that work can be performed in
planned direction. Hence, in order to perform operations successfully with larger number of
people there is a need that a manager can resolve conflicts, remain confident, maintain sense of
humour or remain pleasant negotiator.
Personal attribute:
Greater interpersonal skills:- An event manager is required to work with its employees
and other people for ensuring event success and accomplishment of client expectation (Brown
and et. al., 2019). This means that a manager must have the capability to listen and guide
number of people so that they would be able to understand the client requirement and work
accordingly. Hence a event manager must have good interpersonal skills in term of maintaining
relation, better communication, listening skills etc.
Creative and innovative:- In order to achieve maximum client satisfaction, event
manager is required to perform its operation in more creative and innovative manner. Hence, for
becoming successful an event manager must have the capability to bring innovative and creative
ideas to perform operations effectively.

TASK4
P7 Explain suitable measures to provide safe and secure venue for guests and staff
For making an event successful and making the client satisfied, safety and security of the
attendee should be the first priority of an event manager so that miss-hapenning while
arrangement or execution of event can be avoided. Here are some basic measure that event
manager can consider for ensuring the safe and secure venue which is free from any kind of
negative incident or intruders for guest as well as employees:
Match IDs to Registration information:- In order to keep secure visit, the event
manager must ensure that the people who attend a particular event must be related with it. For
this the event manager can ask for identification information in advance before the event while
they register to join that event (Schwebel, Alcatel Lucent SAS, 2017). For this multiple data
points can also be gathered which involves name, date of birth, address, mobile number etc. This
can be also done for the staff members along with customer to ensure that no outside get involve
in event.
Create Security checkpoints:- Another way to ensure higher security is top set up
checkpoints so that visitor can pass through these checkpoint which help in ensuring that right
person is getting entry to the event without any kind of harmful equipments. It also support in
getting instant confidence among customer in term of safety and security of place.
Keeping private events private :- Some organisation mainly prefer to announce their
event publicly by mentioning it on websites, press release and social media even if the event is
not open to public (Brown and et. al., 2019). But sharing information in public regarding event is
a risk to security for both event team as well as guest. Hence, the information regarding the
private events must be kept secrete so that it must not get shared among people that can harm
someone or event as well.
These all are the factors that can be consider by event management team of hotel Crown
Plaza while organising an event which help in ensuring that the venue of event must be kept
secure and safe from any kind of risk. In addition to this it also help in gaining maximum
satisfaction from the customer that further contribute toward achievement of competitive edge.

CONCLUSION
From the above mentioned information, it can be concluded that event management is
one of the fastest growing sector with higher competition as majority of companies are entering
into the sector by offering unique ideas or practices of organising event. The event planning
involves several categories and dimensions which are required to be consider while formulating
a event plan as it plays a crucial role within the layout of an event. Despite of this, event planner
must also focuses toward considering new trends and providing additional complimentary
services to customers for satisfying them and remaining competitive to marketplace.

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