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

This report examines the categories and dimensions of events, with a focus on Intercontinental Hotel. It explores private, corporate, and fundraising events, along with current trends in the industry. The report also discusses event layout design, additional services within conference environments, and management roles within 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.

Types of events
Basis Private Corporate Fundraising
Categories  Weddings
 Receptions
 Birthday
parties
 Occasional
gatherings
 Trade shows
 Music events
 Team building
exercises
 Corporate
dinners
 Seminars
 Conferences
 Product launch
 Society events
 Charitable
auctions
 Outdoor
events
Current trends  A trend of red
carpet is quite
common
which is
giving VIP
experience to
the attendees.
 Within
corporate
events trends of
connecting
through chat
box is a current
trend which
bridges
communication
gaps.
 In order to get
several
opinion and
interest these
events are
having trend
to hear out
diversified
voices so as to
make the
event more
impactful.
P2. Events categories and features & current trends influencing this sector
Event industry is continuously working to maintain their business as per need of
customers. Various classifications are there in Intercontinental Hotelwhich are satisfying needs
of different sector of people. With this reference following are some features and trends those are
having impact on event industry (Awad, Lewandowski, and Decker, 2017).

Security concern: This is one of the most crucial factor which are required to be
considered by Intercontinental Hotelso as to render best security facilities to their customer in
order to make them feel comfortable and capability of hotel to organise such kind of event in a
considerable manner. When customer feel a sense of security then it boosts their loyalty towards
the hotel due to which loyalty of clients increases. Safety and security is considered to be a trend
within event industry in which person involved in management of event carry out those plans
which are focused to make the client feel safe and secure. This is an important feature when
events are organised which are related to charitable events and sports events where audience
should not have any harm by running that particular event (Barkley and et. al., 2019).
Workforce issues: This is associated with recognising requisite set of capabilities and
skills that is possessed by event management team so as to establish effective communication
with client. In event industry new talent is always welcomed and this is the emerged trend within
this sector. Intercontinental Hotelhotel is highly focused on putting focus on enhancing their
performance for this they keeps on update their workplace by recruiting those candidates who are
having efficient inter personal skills in order to plan their events in effective and considerable
way. Some events are required to have talented people in organising them so as to introduce
innovation and overwhelmed the event with creativity so for this strategic planning is mandatory
to have for the purpose to establish effective communication from client and enhance their level
of satisfaction.
Advancing event profession: The fear of getting rejected by clients motivates individual
to introduce advancement in their business so as to enhance their business scope by introducing
business innovation such as AI and DQM etc. These latest trends are useful for the business to
stay updated with the latest technology and trend so as to cater their customer in a very effective
way. Further in order to enhance customer base Intercontinental Hotelis required to focus on
using these trends so as to satisfy client’s objective in a viable manner.
TASK 2
P3 Event layout design to set up conference room
Room layout of a conference room is having prominent impact on experience of client. In
this context the event management of Intercontinental Hotel is creating effecting and creative

conference room layout so as to fulfil requirement of their huge guest in an effective way. This
aspect can be understood in a better way with the help of an example that in conference room
meeting is going on by some company with respect to launch a new product within marketplace
so in this meeting lights and sounds should be arranged in such a way that it provide ease to see
and hear to all the present member over there (Edgell, 2019). Below are the designs which are
related to conference room are explained:
Table arrangements: In order to manage sitting arrangement within a conference various
styles are adopted but Intercontinental Hotel has adopted sitting configuration of V shape so that
eye contact can be maintained by each and every candidate who is present in the conference
during product launch presentation. This will enhance audibility within conference room and
assist the entire candidate to pursue face to face discussion within each other (Lotem, Cohen and
Naon, 2016).
Selection of room: For conference meeting Intercontinental Hotel has been selected as this
hotel is having huge space for such kind of conferences and to move around. Along with this the
conference rooms should be sound proof so that by outer sounds and noise meeting does not get
disturbed and crucial discussion going on inside may not get leaked.
Adjusting lights, sound and picture quality: The setting of light within conference room
should be in such a manner that it does not have high brightness so that it cannot prick eyes of
members and it should not be that dim that even visual is not clear. On the other side speaker are
arranged within three walls around table and projector’s quality is also up to the mark so as to
maintain decorum of conference.

Event layout
P4. Additional services within conference environment
This is essential that additional services are to be provided to clients so as to give them
high level of satisfaction. These are the additional services which are given to customers in
addition to their selected services so as to give remarkable experience to client. Some of the
additional services are explained as under which are given by Intercontinental Hotel to their
client with conference services:
Projector presentations: In order to grab attention of conference member, conference
organiser used to prepare presentations so as to convey their message in an effective manner. So
for the purpose to stimulate client’s experience Intercontinental Hotel is very prominent to give
best quality of projector to their client so that meeting can be carried without any interruption
(Morrison, 2018).
Wi-Fi: In current era internet is considered as essential element and this feature is
important in conferences as well. With this context event management team of Intercontinental
Hotele ensure availability of Wi-Fi in conference room so as to give comfort and best experience

to their client. This helps the client in their meeting and they feel valued which resultantly
enhance customer foot fall in Intercontinental Hotel so as to enhance their profitability.
AC facility: It is essential to ensure ease and comfort to client which are using
conference facilities in hotel by giving them positive and appropriate environment. In this
context this is important for event management team of Intercontinental Hotel to check AC
fitting within conference room and other areas to make sure that their customers are getting
suitable atmosphere. Furthermore they are required to ensure proper ventilation in conference
room so as to avoid any suffocation and guest interruption.
Transportation solutions: Besides all the major services with an event, manager of the
event are providing transportation services to their attendee so as to give them additional ease
and comfort. With this reference intercontinental hotel are providing conveyance facilities to
their clients in which pick and drop facility is available in order to make the event more
impressive.
TASK 3
P5. Management roles within event industry
Event industry is considered as one of the most large and competitive sector in which so
many competitors are available and they are giving different services to their client within global
periphery. This industry is having high opportunities for individuals to enhance their personality,
skill and knowledge so as to enhance their level of competencies. This assists professionals to get
knowledge within various aspects and enhance their career option. Roles played by event sector
are explained as under:
Development of positive relations with parties: The event manger of Intercontinental
Hotel is required to communicate with third party vendors so as to make effective relations with
them. So role of manager within Intercontinental Hotel is to ensure that their stakeholder do have
appropriate communication with them so as to handle all the events in an effective way. This will
assist them to reduce conflicts with their stakeholders and internal organisation (Newton-Dunn,
Schuller and Malahy, 2016).

Planning and organising event activities: One of the major functions of event manager
is to formulate proper planning within an event in Intercontinental Hotels. In this context event
manager of Intercontinental Hotel delegate duties to their employees and supervise their work in
between so as to guide them and recognise any material mistake which may affect event. For
these management skills is required to be inculcated in manager so as to execute planning in
proper way.
Optimal usage and management of workforce: With this context manager is
responsible to ensure that events are handled in an effective manner by event management team.
This would help the organisation to align their organisational goals with event objectives and
aims. Further major responsibility of manager is to utilise resources and skills of their employees
in optimum manner so as to give them value and create a path to business success (O'sullivan
and et. al., 2016).
Current job opportunities within event sector
Meeting designer: These personnel are highly concerned about creation of prominent
experience to their client with the help of their knowledge and cognitive learning. This job
opportunity is having wide scope within event industry as this involves high creativity and
positive attitude.
Customer experience manager: These persons are forefront of any event and takes
feedback of attendees so as to gather their experiences and to deal with their complaints in order
to enhance their experience and effectiveness of the event.
P6. Review Management skills and personal attributes that are required to work in events
industry
In Event’s sector requirements are dynamic in nature i.e. what might have been required
some time before may not be further required after some time and it keeps changing at rapid
pace. This change’s increases the scope of introduction of substitution within the concerned
industry and sector. Therefore, to overcome this event management team should have people
with specific skills and personal attributes who helps them combatting the catering associated
challenges and client requirements. Some skill set and attributed required for event management
sector are briefly described below-

Management Skills:-
1. Flexibility: Event sector is too dynamic and changing and each new change comes
with both Challenge and Opportunity. There’s lot of planning involved in in any
event organization, so Intercontinental Hotel should have Flexibility in skill and
planning to ensure that changes are made regularly to planning and approach as per
requirement revisions to execute the event successfully. Through this skills and plan,
every hotel entity can ensure that they deliver high client satisfaction (Posenato,
Zerbato and Combi, 2018).
2. Keen Observation: It is necessary and important to closely observe and supervise all
the activities carried on by catering staff on ground to ensure that there will not be
any chances of criticism and client can get all the services in the manner expected.
Keen Observation will also help Intercontinental Hotel to make sure that they follow
best business practices and services are aimed at fulfilling the client preferences in the
systematic manner. It also allows forming accountability within the business for each
activity.
3. Team Management: Team management is one of the most important attribute for
every organization and business irrespective of industry it belongs. Event
Management should ensure that there is proper supervision of event team and guide
the manner in which activities to be carried on field. Therefore, Hotel Clown Plaza
has to ensure that each event team member is aware of their responsibilities, activities
to be carried on by them and requirements and preference of client so that activities of
each team member is towards one common goal. It also makes the team members
more collaborative and through coordinated effort of each, and that is how individual
and firm would be able to deliver high client satisfaction.
Personal Attributes:-
1. Interpersonal abilities: Event Management has to be in constant touch with all the
employees and have to work with proper co-ordination and Co-operation to make sure
that event is conducted successfully with high client satisfaction. Therefore, management
of Intercontinental Hotel should have two-way communication with its employees on
ground to send guidance on how they should carry out their activities as per client

requirement and to receive feedbacks and ideas from employee regarding event
implementation.
2. Creativity and Innovation: Event Management involves art skill therefore, creativity
and innovation is inherited part of it. This is skillful and one of the most precious
personal attributes to achieve high contentment from client and stand apart from
competition. It can be rich with unique ideas and innovations through this skill for
executing an event successfully higher than expectations and at optimized cost.
TASK 4
P7. Measures to provide safe and secure venue for guests and staff
In order to make an event successful it is essential to make proper planning of that event
and safety and security measures should be inculcated in that. By making these aspects as
foremost priority businesses which are engaged in event management may have bright future and
business growth with sustainability. Proper planning helps event manager to deal with any
contingency which may arise during event and adversely affect the event. In this context
Intercontinental Hotel is adopting various measures which are helping them in execution of their
plans within events and stipulate customer satisfaction and business growth. These aspects are
elaborated as under:
Matching IDs with Registration data: To ensure safety and security within event it is
essential for event manager so as to keep record for guests who is associated with that particular
event. In this context one authorised person is required to match ID with given guests list so as to
avoid any fake entry which may cause any loss of harm to the event if any intruder comes in.
information should be verified in an appropriate manner so as to validate guests. This aspect
helps event manager of Intercontinental Hotel to keep record of their guests and restrict outsider
entry so as to provide security to their guest (Vendrow, 2016).
Creation of Security checks points: Another way to enhance level of security within
event safety check points can be established. In this guests are checked thoroughly so as to
ensure that they are not having harmful equipment which may have threat to visitor’s life. By

this Intercontinental Hotel will have enhanced sense of security within their premises and this
will enhance their guest footfall due to which they will have a distinct market share.
Maintaining privacy of events: There are some event management organisation which
are involved in publicise their event so as to promote their business. In this process they use
social media or traditional channels of promotions. This is a risky approach as it reveals identity
of event venue, staff and event holder party. So it is essential for Intercontinental Hotel to protect
privacy rights of their guest so as to give them sense of security and make the event a success.
Aforementioned factors are helpful in ensuring safety and security measures to client so
as to give them high satisfaction. This will help the organisation to boost their market image and
customer foot fall as well (Vielberth and Pernul, 2018).
CONCLUSION
From the above discussion it can be concluded that event management is one of the fast
growing industry around the world. In this industry the most conducted event is conferences for
corporate purposes. Planning contains numerous dimensions and these are followed strictly so as
to get customer satisfaction. Along with planning all the trends within this industry are to be
followed by event management businesses so as to stay updated with latest technology and
entertain customers in a very effective way. Event sector is now focused on giving additional
services to their customer so as to enhance their customer base and enhance customer retention
in prominent manner.

REFERENCES
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