Managing Conference and Events

Managing Conference
and Events

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Different event categories and dimensions and their differences................................................1
Features and current trends that are influencing the events sectors.............................................3
TASK 2............................................................................................................................................4
Designing of a layout to set up a conference...............................................................................4
Additional services that will be available within a conference....................................................6
TASK 3............................................................................................................................................7
Exploration of different management roles within the sector......................................................7
Management skills and personal attributes required to work within the events industry and
meet stakeholder needs and expectation......................................................................................7
TASK 4............................................................................................................................................9
Specification and explanation of appropriate measures required to provide secure and safe
event venue..................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERNECES..............................................................................................................................11

INTRODUCTION
Managing conference and events can be defined as the procedure which is focused by the
managers for the purpose of successfully conducting an event. There are various types of them
which are weddings, concerts, formal business meetings, ceremonies, conventions, festivals and
conferences. This process is also focused with the process of managing different kinds of sports
events and formal parties (Austin and Pinkleton, 2015). There are various individuals who
conduct in and out house get together with friends, family ad collogues. It is also considered as
the part of such types of conferences and events. The organisation which is selected for this
report is Bulgari Hotel. It is mainly established in Knights Bridge, London, United Kingdom. It
was founded by Rosalia Mera. This assignment covers various topics such as investigation of
different categories and dimensions of event within the event sector, considerations for
conferences or events and management skills which are required to work in this industry. Along
with this, measures required to manage a secure and safe events environment for staff and guests
is also covered under this report.
TASK 1
Different event categories and dimensions and their differences
The Bulgaria Hotel is one of the upscale hotels which are established in London. The
organisation is delivering best services to all the customers and visitors. There are different
categories of events which are conducted by it according to demand of its clients. The newly
appointed assistant of conference and event manager has been asked to prepare a report for
manager that addresses different topics. The report is as follows:
Product launch events: There are various organisations which are conducting
promotional events for the new products that are going to be launched in the market. These are
basically very big are require higher attention of the managers. For example, large sector
enterprises such as Jaguar conduct such events in order to boost the sales of new cars which are
launched in the market. Bulgari Hotels also conduct some types of them in order to fulfil
requirements of clients (Baskerville, Spagnoletti and Kim, 2014).
Commemorative events: These are the public events which are focused with promotions
of civil or non government persons. Sometimes, these are also conducted for entertainment
purpose in which celebrities are invited. While managing it, the manager is required to be good
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in planning and pay attention towards catering services which are delivered to guests. In Bulgari
Hotel, memorial get together are also conducted which is also a type of such events. Here the
managers are required to be familiar with the ethnic customs so that customers get satisfied with
the services of hotel (Chelladurai, 2014).
Bridal events: Such events are mainly concerned with organisations of bridal showers
and wedding functions. In Bulgari Hotel also conducts them for its clients in which it arranges
lunch, dinner, decoration etc. The managers in these events are required to make sure that they
make proper arrangements, pay attention toward colour coordination, selection of music, venue
design etc.
Difference between the events:
Basis Promotional Bridal Commemorative
Purpose It is conducted to promote a
new product which is being
recently introduced by an
organisation in the market.
Its purpose is to organise
weddings with proper
arrangements of food,
decoration etc.
Purpose of such events is
to promote civil or non
government persons.
Skills
required
by
managers
Task management, proper
knowledge of market and
preferences of visitors.
Knowledge of decoration,
good communication,
coordination etc.
Planning, fulfilling
requirements of visitors
and familiarity with
guests.
There are various dimensions of events which are required to be focused by managers
which conducting them. All of them are as follows:
Location: It is one of the main dimension which is required to be analysed by managers
in Bulgari Hotel while planning for an event. If it is a promotional event then, it should be
conducted in auditorium because there will be media which requires seating arrangements. The
location should be convenient for the guests so that they can reach there easily.
Cost: While conducting an event, it is very important for the managers in Bulgari Hotel
to make sure that cost of each and every arrangement is in the budget of client. If this dimension
is not focused by them then, it may create issues for the success of event (El Zoghbi, 2016).
Amenities: When an event is being organised then different amenities are required to be
focused which are needed to complete it properly. These are power, ticketing infrastructure (if
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ticket system is there), parking, catering etc. By paying attention towards all of them the
managers in Bulgari Hotel will be able to successfully achieve the goals of event.
Difference between the dimensions:
Location Cost Amenities
Event managers have to make
sure that they are providing the
client perfect place to enjoy the
event.
In order to fulfil requirements
of client it is very important
for event managers to focus
on cost of all the
arrangements.
To enhance satisfaction level
of all the guests it is vital to
pay attention towards this
dimension.
There is no possibility of
compromising in this dimension
because it is the major element
which should be perfect.
It could be modified
according to the requirements
of clients.
In order to maintain cost some
of the amenities such as
parking could be charged by
the event organisers.
Features and current trends that are influencing the events sectors
Event industry is mainly concerned with providing entertainment to the guests who are
visiting the events which are conducted by different companies. There are various features and
trends within it which are influencing the whole sector. All of them are as follows:
Contributes huge amount in GDP: Event industry make contribution in the economic
growth as higher revenues are generated by it. This feature influence the companies which are
operating business under this sector because it create pressure for them to acquire higher profits
and contribute in the development of nation. For example, promotional events are one of the
main source of income for economy because higher revenues could be generated with the help of
them (Famiglietti, 2014).
Interactive and unique destinations: One of the main trend in the event industry is
destination wedding in which individuals plan their marriage at a new and unique location. This
trend influence bridal events because it creates demand of people who are getting married in
upcoming period regarding interactive destinations. If the organisations are not able to fulfil
requirements of customers then, it may affect their profits.
Innovative marketing: It is also a main trend which is influencing event industry as it is
resulting in emergence of new techniques for marketing such as social media marketing, chat
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bots etc. All of them are required to be focused by the organisations such as Bulgari Hotel to
enhance customers engagement because without them it is not possible to attract clients in
current era (Gregory, 2015).
TASK 2
Designing of a layout to set up a conference
Bulgari Hotel is one of the largest organisations in London. Different types of events are
also conducted there by management according to requirements of clients. The event layout for
the conference is as follows:
Table configuration: The event manager in the Bulgari Hotel has decided to co figure
the tables in auditorium style because it will be very easy for all the speakers to share their
thoughts with others easily. It is the best suitable configuration for a formal or commercial
conference (Auditorium style conference hall, 2019).
Illustra
tion 1: Auditorium style conference hall, 2019
(Source: Auditorium style conference hall, 2019)
U Shape: It is a type of table configuration in which number of people sit on a u shaped
table and then share their views or listen to the speakers. It is mainly used in corporate meetings
of commercial conferences as a small number of professionals attend them and discuss on a pre
decided topic.
Decor of conference hall: In order to make the listeners attentive it is very important to
keep the decor of hall proper. The event manager in the hotel has decided to arrange large
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pictures that are showing current market situations for the conference hall. It will enhance
interest of entrepreneurs and keep them engaged in the event.
The details of event are as follows:
Event: A new commercial event will be held in Bulgari Hotel on 1st December 2019.
Various entrepreneurs will be called to become the part of it from different locations of world. It
will be conducted in the conference hall of the organisation. All the individuals who are going to
come from various countries will be took for a London tour (Gysbers and Henderson, 2014).
Invitation:
Invitation
We are here by announcing that a commercial event will be held in
Bulgari Hotel, London, United Kingdom where different
entrepreneurs will be joining to share their views on current business
environment. All the speakers who will join it will be provided a
London Tour of 1 day and 1 night by the hotel. All the details for it are
as follows:
Address: 171 Knights Bridge, London SW7 1DW
Destination: Conference Hall, Bulgari Hotel
Contact no: 235984754
Assistant Conference and Event Manager
(Bulgari Hotel)
Itenary: The itenary for all the speakers is as follows:
Activities Time
Landing of flight at airport 10 A.M. on 30th November 2019
Leaving from airport to hotel 10:30 A.M.
Arrival at Hotel 12:30 P.M.
Welcome Drinks at hotel 12:30 P.M.
Refreshments to guests 12:45 P.M.
Lunch 2 P.M.
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Leaving for London Tour 3 P.M.
Visiting British Museum, Tower
Bridge, Coca Cola London Eye.
4 P.M. To 11 P.M.
Evening Snacks Mid of the tour 5:30 P.M.
Back to Hotel 11:30 P.M.
Morning tea and snacks 8 A.M. To 9 A.M. 1st Dec. 2019
Conference 10 A.M.
Lunch 2 P.M.
Departure from Hotel 4 P.M.
Menu: The food which will be offered to all the speakers in the conference will be as
follows:
Dishes Meal
Boiled egg Breakfast
Coffee or tea With breakfast
Bread Omelette Breakfast
Orange juice With breakfast
Chicken & Sundried Tomato
Baguette Bites
Lunch
Fried rice with fish Lunch
Reuben Sandwich Lunch
Peri peri chicken burger Lunch
Sheet pan sausages and veggies Dinner
Vegan Chickpea Shakshuka Dinner
Bowties and Broccoli Dinner
All the above described arrangements will be made for around 50 to 60 guests who are
invited for the event to deliver their thoughts about the business environment.
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Additional services that will be available within a conference
In order to conduct the commercial conference in systematic manner, some of the
additional services will be rendered to the speakers by Bulgari Hotel. With the help of them,
satisfaction level of clients could be enhanced. All of them are as follows:
Free transportation: In order to facilitation the check in process and reducing the
travelling challenges, the manager in Bulgari Hotel have planned to provide them free
transportation from airport to hotel. It will help to save their time and help them to reach the
destination easily. It is also one of the major additional service which is needed to meet specific
requirements of clients for added value (Jones, 2017).
Spa: In order to provide leisure to the guests, the event managers in Bulgari Hotel have
decided to offer them spa after before lunch. It can help them to reduce their tiredness of flight
and keep them relax. It is one of the additional facility which could be demanded by individuals
when they visit hotel for the event. It is an important service which is required to provide them to
meet specific requirements for added value.
By providing both the above described services, the organisation will be able to enhance
satisfaction level of customers that will add value to the hotel because highly satisfied clients
help to improve brand image in the market.
TASK 3
Exploration of different management roles within the sector
In current era, there are various job opportunities in event industry for which various
management roles are available. All of them are described below:
Event planners: All the individuals who are responsible for the planning of whole event
are known as event planners. There are various responsibilities of them which are arranging
musicians, meeting caterers and others to arrange an event properly. It is a great job opportunity
for individuals in the industry because it can help to achieve career growth and development
(Kendrick, 2015).
Executive assistant: In big hotels such as Bulgari Hotel, it is very difficult for event
managers to visit all the clients so, to reduce their work pressure they hire assistants. They work
on the behalf of their executives. Main responsibility of them is to meet with clients and keep
detailed information about their requirements. With the help of this job opportunity, the freshers
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in event industry will be able to develop their skills by working under experienced people. It will
help them to improve their interactive and communication skills.
Program coordinator: The individuals who is mainly responsible to coordinate all the
details of event with client is known as program coordinator. This job opportunity suits to
extrovert people because it requires high level of communication with all the internal as well as
external parties. With the help of it individuals can enhance chance of achieving growth in their
career because here they can explore various things (McMains and Mullins, 2014).
Management skills and personal attributes required to work within the events industry and meet
stakeholder needs and expectation
In event industry, there are various job opportunities such as event planner, program
coordinator, executive assistant etc. There are different skills which are required to fulfil
requirements of all the management roles and meet expectations of stakeholders. All of them are
as follows:
Communication: For event coordinator and executive assistant, it one of the common
skills because they have to communicate with clients and listen to their requirements. With the
help of it, individuals can fulfil requirements of their roles. As the stakeholders want that
organisation should generate higher revenues which is possible by attracting large number of
clients.
Coordination: It is also an important skill which is required for all the management roles
in events industry because the individuals who are working in the sector have to coordinate with
others to make the event successful. With the help of it, the expectation of stakeholders of good
market image could be met because when event planner, program coordinator etc. coordinate
with guests then it helps to satisfy all their requirements. Highly satisfied clients market the
company and help to establish good image in the market (Rogers and Davidson, 2015).
Decision making: It is also an important skill which is required for all the management
roles in event industry. With the help of it, best suitable decisions for the events could be taken
by event planner, coordinator and executive assistant. This quality can help to meet the
expectations of stakeholders such as successful completion of event etc. could be met. Lack of
this skill may result in failure of all the plans which are formed by management.
Different attributes which are required to fulfil requirements of stakeholders are as
follows:
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Honesty: Stakeholders such as investors and creditors want that the managers who are
working within the organisation should share actual information of business with them. For this
purpose all the members working in the management are required to show honesty towards them
to meet expectations of them.
Patience: To work on different management roles in an organisation it is very important
for individuals to be patience because this attribute of them can guide them to meet expectations
of stakeholders such as satisfied customers etc. If a project coordinator or the event planner is
calm and patient then it may affect the behaviour of clients.
TASK 4
Specification and explanation of appropriate measures required to provide secure and safe event
venue
While conducting an event, it is very important for event planner and manager to make
sure that they are paying attention towards providing secure and safe environment for guests,
staff. The several elements which should be focused for the commercial event in which
entrepreneurs will give lectures on current business environment. All the measures which are
required to be taken in to consideration are as follows:
Food hygiene: It is one of the major safety and security hygiene which should be focused
for the purpose of paying attention towards guests and staff. All the eating and drinking items
which will be offered to them are made with proper hygiene. All the pesticides and harmful
chemicals should be ignored which may leave negative impact upon health of visitors and
employees. If this measure is ignored by event managers then, it will create problems for guests
and the workers of the hotel (Vance and Paik, 2015).
Parking to the local speakers: The commercial conference which is going to be
conducted on 1st December 2019 will have various individuals who belongs to London. They
will be joining the event on the same date. For managers in Bulgari Hotel it is vital to provide
proper parking facilities to them. It will help to keep their vehicles safe. If they are not having a
proper place to park their cars then, it may affect their satisfaction level. If there is an
arrangement of it then, it may help the entrepreneurs to feel safe in the conference because they
will not be worry about their vehicles.
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Security at hotel: There are various internation guests who are joining the event which is
being organised in the Bulgari Hotel on 1st December 2019. All of them are provided with
proper rooms to stay and take rest. Sometimes the staff members in hotel may share their
personal information with other parties which may create safety issues for them. On the other
hand, threat of theft of luggages is also a security problem which should be focused by event
manager. For this purpose, event managers can arrange smart key for guests which could be used
by them only to enter in their rooms. Another measure which could be focused by them is to
keep their personal information safe so that they may safely attend the conference (Victor, 2018).
Fire risk assessment: It is one of the main safety measure which is required to be
focused by event organiser for the purpose of saving the staff and the guests from getting
affected by fire. The manager in the event which will be organised in Bulgari Hotel UK are
required to pay attention towards it and arrange fire extinguisher in advance so that possibility of
damage due to fire could be reduced.
CCTV cameras: It is also a security measure which is required to be focused by the
event organiser. For this purpose, the manager is required to arrange CCTV camera in Bulgaria
Hotel during the event so that possibility of theft and other negative consequences could be
reduced.
CONCLUSION
From the above project report, it has been concluded that managing events and
conferences is the process of making sure that the events which are planned earlier are completed
properly or not. There are various categories of them which are bridal, promotional etc. The
dimensions which are required for all of them are cost, location, amenities and others. The trends
which are influencing the sector are innovative marketing, unique destinations etc. While
commencing an event, proper layout is required to be focused by the managers. It may cover
invitation, itenary, menu etc. There are various additional services such as spa, transportation etc.
which could be rendered to the clients for the purpose of adding value to the organisation. In
event industry, there are various management roles such as event planner, program coordinator
etc. The skills which are required for all of them are coordination, communication, decision
making etc. The safety and security measures which should be focused for staff and visitors are
parking, food hygiene, hotel security etc.
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REFERNECES
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Chelladurai, P., 2014. Managing organizations for sport and physical activity: A systems
perspective. Routledge.
El Zoghbi, M. B., 2016. Conferences as Learning Spaces on Climate Change and Sustainability:
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Awareness through Environmental Education (pp. 37-59). IGI Global.
Famiglietti, J. S., 2014. The global groundwater crisis. Nature Climate Change. 4(11). p.945.
Gregory, A., 2015. Planning and managing public relations campaigns: A strategic approach.
Kogan Page Publishers.
Gysbers, N. C. and Henderson, P., 2014. Developing and managing your school guidance and
counseling program. John Wiley & Sons.
Jones, M. L., 2017. Sustainable event management: A practical guide. Routledge.
Kendrick, T., 2015. Identifying and managing project risk: essential tools for failure-proofing
your project. Amacom.
McMains, M. and Mullins, W. C., 2014. Crisis negotiations: Managing critical incidents and
hostage situations in law enforcement and corrections. Routledge.
Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences,
conventions and business events. Routledge.
Vance, C. M. and Paik, Y., 2015. Managing a global workforce. Routledge.
Victor, P. A., 2018. Managing without growth: slower by design, not disaster. Edward Elgar
Publishing.
Online
Dimensions of event. 2019. [Online]. Available through:
<https://www.stylehawkevents.com/833/news-updates/6-dimensions-of-an-ideal-
events-venue>
Auditorium style conference hall. 2019. [Online]. Available through:
<http://www.conference.place/tips/meeting-room-setup-styles/>
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