Managing Events: Categories, Dimensions, and Trends in the Event Industry

Managing Conference and
Events

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Examine various categories and dimensions of events with the help of specific examples. .4
P2. Events categories and features & current trends influencing this sector..........................6
TASK 2 ...........................................................................................................................................7
P3 Event layout design to set up conference room.................................................................7
P4. Additional services within conference environment........................................................8
TASK 3............................................................................................................................................9
P5. Management roles within event industry.........................................................................9
P6. Review Management skills and personal attributes that are required to work in events
industry...................................................................................................................................9
TASK 4..........................................................................................................................................11
P7. Measures to provide safe and secure venue for guests and staff....................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Event management can be defined as implementation of project management along with
major objective of forming and enhancing various events like parties, shows, events related to
sports, weddings, birthdays, anniversaries, business conferences and meetings. These are set of
procedures which include planning, organising, managing, controlling and monitoring in a
considerable way. This assists in taking out required outputs from events which are organised by
an event planner (Ali, Buda, Salama, 2019). This report is based on Intercontinental hotel which
is a multinational hotel chain and having headquarter in United Kingdom. The hotel is serving in
more than 100 countries around the world. This report is an in depth examination of various data
which are related to numerous dimensions and event categories.
TASK 1
Events are the sum of various individual or group of individual for a specific occasion or
function on a pre-decided time and place such as celebration, entertainment etc. In order to
conduct an effective event, Intercontinental Hotel is required to examine various dimensions and
classification of events. This will assist the business so as to maintain their customer base highly
satisfied in order to enhance their sales and future growth. Events are broadly classified into
three main categories which are elaborated as below:
Private events: These events are organised in order to celebrate any private occasion
such as birthday parties and it is conducted for friends, family and known persons. In these kinds
of events limited numbers of guests are called to attend the event and it is not open for general
public.
Corporate events: These events are organised by businessman in order to enhance
relationship with their colleagues and employees. In these types of events generally employees
and other stakeholders are called. The major objectives of these events are to enhance loyalty and
build strong relationship with current and future suppliers and customers as indirectly promoting
own brand. Business dinners, conferences are the major categories of corporate events.

Fundraising or charity event: These are the events which are organised by NGO and
other social workers so as to raise funds for their NGO and by those funds help our society.
Resources collection is the major agenda of this event. Sponsored cycling, marathon, charitable
auction are the main classification of this event.
Along with all these events various dimension are to be kept in mind by Intercontinental
Hotel which is explained as under:
Anticipation: This dimension states that events should be organised by Intercontinental
Hotel in such a manner that it enhances level of excitement of individual due to which
willingness to attend that particular event also increases (Atkins, Carey and Sanders, 2016).
Arrival: The event management team of Intercontinental Hotel is required to render safe
entrance place to their guests so as to provide them highest satisfaction and remarkable
experience.
Atmosphere: Event planner of Intercontinental Hotel is having authority to select those
venue sites which are suitable to requirements of customer and accessible by them so as to
reaching out to venue.
Appetite: This dimension includes selection of food in such a manner that menu gets fir
in budget of their customer. So Intercontinental Hotel should make efficient food menu so as to
capture large clients.
Activity: Within this dimension choices are prepared which are related to recreational
activities and other interest generating activities within an event.
Amenities: In the end of an event Intercontinental Hotel is required to emphasise to give
additional benefits to their clients due to which client may have ultimate satisfaction. This will
help the company to enhance its goodwill in marketplace so as to get long term sustainability.
All of these dimensions assist Intercontinental Hotel in enhancing their customer’s
experiences so as to give them remarkable experiences.