Managing Conference and Events

This document provides an in-depth analysis of managing conferences and events. It covers various categories and dimensions of events, event layout design, additional services within conference environment, and the impact of management skills on creating successful events. The document is based on Crown Plaza, a multinational chain of upscale hotels.

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. Events categories and features & current trends influencing this sector..........................5
M1 Analyse current event trends to explain how events are adapting to stay innovative, using
specific examples for different categories of events..............................................................6
TASK 2 ...........................................................................................................................................6
P3 Event layout design to set up conference room.................................................................6
P4. Additional services within conference environment........................................................8
M2 Evaluate the quality of the design and layout in meeting client expectations and needs 9
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.................................................................................................................................10
M3. Evaluate the impact of management skills on creating a successful event to meet
stakeholders’ needs and expectations...................................................................................11
TASK 4..........................................................................................................................................12
P7. Measures to provide safe and secure venue for guests and staff....................................12
M4 Compare and contrast the security and safety provision for specific events examples. 13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Event management can be referred to as execution of project management with the sole
motive of creating and developing diverse set of events such as trade shows, sports events,
weddings, parties, conferences, birthdays and meetings. This procedure can be said to be the
implementation of a chain of processes, namely, planning, organising, managing, controlling and
monitoring in an effective manner. This helps in deriving the desirable outcomes out of events or
conferences held by an event planner. The present project is based upon Crown Plaza which is a
multinational chain of upscale hotels having its headquarters situated within the confines of
United Kingdom. The respective hotel functions in 100 nations across the global periphery. The
project comprises of in-depth analysis of data about different dimensions as well as categories of
events. Also, it includes features and trends occurring within the concerned corporate sector.
Apart from this, it consists of an event layout design for conference together with overview of
additional facilities. Lastly, it throws light upon administrative roles and review of associated
skills as well as attributes together with measures for provision of safe venue for guests and
employees.
TASK 1
P1 Examine various categories and dimensions of events with the help of specific examples
Event can be mainly referred to as the accumulation of several individuals or groups for a
particular purpose (for instance: reunion, celebration, entertainment, sponsorship etc.) at a
specific time and location. To conduct effective events in future, Crown Plaza must evaluate and
analyse several dimensions and categories of an event. This will help the respective organisation
in keeping its customers more satisfied and also influencing and attracting more potential clients
in future. Events are basically classified into three broad categories which are explained in
detailed manner below:-
Private events- These types of events are mainly organized or conducted for celebrating
some special occasion with close friends and family members. Private events are mainly limited
to members and guests from family, friends, colleague, organizations or club and do not open for
general public. The events falls in category of private events are birthdays, weddings,
anniversaries, celebration of a festival, etc.

Corporate events- This type of event is mainly organized by some businesses man or
entrepreneur for building up or developing better professional relationship among its business
partners and other stakeholders like employees, mangers, directors, and some time some
important customers are also invited in corporate events. The main purpose of a corporate event
is to build loyalty and bring more closeness among existing and future suppliers and customers
and also facilitates a better way for promotion of a brand and product. The events falls in
category of corporate events are business dinner, conference, seminars, success party of any
project, product launch, etc.
Fundraising or charity event- These events are basically organized by some NGOs or
social workers to raise funds for performing or meeting any challenges of society. The main
purpose of charity events is gathering or collecting money and other resources for welfare and
protection of society. The main events included in charitable or fundraising events are sponsored
cycling, charitable auctions, society balls and many others.
Beside all these categories of events, it is also necessary for Hotel Crown Plaza to
consider dimensions of events so that effective planning can be performed for strengthening and
building strong relationship with clients through properly fulfilling their requirements and needs.
The various dimensions of events are given as follows:-
 Anticipation- This dimension state that Crown Plaza should announce or organize a
event in a such a way that create high level of excitement in individuals thus, increase
willingness of people for joining that particular event.
 Arrival- The event management team of Crown Plaza must provide a safe and sound
arrival place which should facilitates better experience and provide satisfaction to
audience and clients.
 Atmosphere- The event organizer team of Crown Plaza should select a venue site or
location which meet the comfort level and requirements of audience and also provide due
focus towards layout of locations as per audience accessibility.
 Appetite- This dimension can be fulfilled by Crown Plaza by making right selection of
meal and other food items as per the occasion and budget of the clients.
 Activity- Under this dimension, selection and choice are made regarding the recreational
options, entertainment activities and other interesting dimension or activities at event.

 Amenities- At the end of an event, Crown Plaza must focus towards provision of tangible
benefits to clients through which their ease and comfort can be ensured by the entity and
maximum satisfaction can be gained from them. With effective arrangements for guests,
entity gets the required support and goodwill for future events.
All the above dimensions are helpful in effective planning and ensure positive experience
for clients and guests that is necessary for Crown Plaza to keep its client base satisfied and
happy.
P2. Events categories and features & current trends influencing this sector
Event sector is constantly evolving owing to the changes taking place within its confines as
per consumer demands and needs. There are various categories of events that are taken into
account by Hotel Crown Plaza with a view to meet the ever increasing preferences and needs of
people within concerned sector. In this regard, below explained are the features as well as trends
that tend to influence upon the event sector in future scope of time:-
Security concern: This is regarded to be one of the most apparent factors which is taken
into account by Crown Plaza while arranging an event as when participant have a sense of
security at the spot they would have the option to appreciate occasion appropriately and get
happy with the services delivered by event supervisory team. Safety as well as security
arrangements can be considered to be a type of trend inside the event industry whereby
individuals pertaining to event management organisation move in the direction of putting an ever
increasing number of endeavours by carrying out effective plans to make participant have a sense
of security. This is a significant feature to be considered while organising charity events. For
instance: Sports event whereby arrangements have to be made such that none of the individuals
present within the audience get harmed by any activity within the sport.
Workforce issues: This is related to discovering individuals with required skill set and
competencies who have the ability to work and communicate with clients in a viable way. Event
sector is where fresh talent is constantly invited. This is ascertained to be a recent trend observed
within the confines of event sector. Hotel Crown Plaza ought to focus its attention towards
keeping its workforce update by procuring applicants which have strong inter-personal skills so
that events can be effectively planned and organised. A few occasions like business meetings
require increasingly talented people who can devise strategic planning for conducting an event in

a proficient way. This provides aid to an event management company in building successful
interaction with customers.
Advancing event profession: The threat of getting declined by the customers continue
urging individuals for taking their profession to the next stage by ascertaining the scope through
usage of innovations like augmented reality, AI and so on. These emerging advancements within
technology tend to serve as trends within the event sector. These have likewise improved the
satisfaction level of customers by catering to their needs and demands duly. Along with this, as
to keep up client base, event department of Hotel Crown Plaza must concentrate on utilizing such
advancements while organising corporate occasions associated with product launches as it
provides aid in attainment of objectives as per organisational requirements in an increasingly
viable way.
M1 Analyse current event trends to explain how events are adapting to stay innovative, using
specific examples for different categories of events
The event industry is one of the most rapidly evolving sectors across the global
periphery. A number of trends are emerging within the confines of this sector which are taken
into account by event management companies to act as per the requirements of clients. In this
regard, in relation to corporate event, projector presentations and WIFI facility are 2 trends that
are applied by companies to stay unique and innovative (19 Event Trends That Will Shake Up
Meetings & Group Business in 2020, 2019). With respect to private events, trends such as theme
parties, photo and video booths have gained popularity with the passage of time. If talked about
charity events, incorporation of mobile technology, silent discos, stipulation of food driven
experiences are some of the key trends that have taken place within the confines of this sector
(2018 Trends for Fundraising Event Ideas for Nonprofits, 2019).
TASK 2
P3 Event layout design to set up conference room
The selection of a room layout for a conference room has a significant impact over the
overall experience driven by a client. In this regard, the event management department of Hotel
Crown Plaza must focus upon creating an effective and attractive layout which could appeal to a
large number of people and cater to the requirements placed by the client. 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 for
discussion regarding new product launch. In this seating arrangement, lighting, sound must be so
that the presentation must be clearly visible to all of 30 members with clear sound. The design
for conference room layout of such event is given as follows:-
(Source: V- Shape Table Design for Conference, 2019)
Table configurations: There are a number of styles that used for sitting arrangements.
However, for this conference, the Crown Plaza team has decide to arrange V shape configuration
of table so that the presentation remains visible to each person with appropriate sound. This also
helps in satisfying the candidate need regarding face to face discussion among its members.
I
llustration 1: V- Shape Table Design for Conference

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. Additional services within conference environment
It is crucial for an event management organisation to provide additional services to
clients with a view to gain high contentment from them. These services are not within the wish-
list of customers but must be added by an event manager in order to offer augmented services i.e.
arrangements beyond the expectation of clients for future recall. Below mentioned are some of
the additional services which are considered to be essential for the event management tea within
Hotel Crown Plaza for entailment of maximum satisfaction from customers. Such services in
context of conferencing environment are explained as follows:-
Projector presentations: To ensure engagement of members within the meeting, a
company mainly makes use of power point presentation or videos which helps in delivering the
message and content in an effective and presentable manner. For stipulation of enhanced
experiences, it is important for event team within Hotel Crown Plaza to have arrangements for
conduction of projector presentations during meetings and conferences.
Wi-Fi: Internet is regarded to be a key component whose need get arisen within a
meeting at any point of time. In response to this, it is important for event team of Hotel Crown
Plaza to ensure the stipulation of free Wi-Fi services within the premises of entity with a view to
ensure ease and comfort for participants of the meeting or conference.
AC facility: Ensuring ease and comfort of participants is essential for event management
companies within conferencing environment. In this regard, presence of excessive heat within
environment would make it uneasy and uncomfortable for participants to sit for a long period of
time. In this regard, it is essential for event management team of Hotel Crown Plaza to ensure
that the halls are equipped with air conditioning facility so as to make sure that the members

have access to a suitable atmosphere. Further, the rooms must be properly ventilated to make
sure that participants do not feel suffocated at any point of time.
M2 Evaluate the quality of the design and layout in meeting client expectations and needs
Design and layout of an event are regarded as 2 of the most crucial aspects for an event
management firm. In this regard, it is important for companies operating within event sector such
as Crown Plaza to ensure that the quality standards are taken into consideration while making
decisions regarding the event design and layout. By deciding upon an effective design and layout
for the event, the organisation is able to cater to the requirements placed by client. It is through
this that the firm ensures fulfilment of customers' needs and entailment of high level of
satisfaction from them in a timely manner.
TASK 3
P5. Management roles within event industry
Event sector is regarded to be one of the most evolving and competitive industries across
the global periphery. This industry provides opportunities to individuals working within it to
enrich their personality with required skills, knowledge and competencies. This enables the
professionals to attain growth and ensure a better career for them. Below mentioned are the roles
which are held by management within event sector:-
Development of positive relations with parties: The event manager holds the
responsibility to communicate with a number of parties such as vendor, third party contractor,
sponsors and many more. Hereby, the role of manager within Hotel Crown Plaza is to ensure that
these stakeholders are communicated about the key aspects related to the event in order to
maintain healthy relations with them and reduce the chances of occurrence of conflicts.
Planning and Organising event activities: One of the key roles of an event manager is
to manage the activities pertaining to a specific event. In this relation, the event manager of
Hotel Crown Plaza carries out the planning for an event, assigns the work to every individual
within event team, supervises them and resolves the issues persisting within them for effective
execution of an event. In this regard, it is important for the event manager to have sound
leadership and management skills.
Optimal usage and management of workforce: In this regard, the role of event
manager is to ensure the individuals engaged in execution of an event within the organisational

premises are effectively handled. This would ensure the stipulation of coordinated efforts by the
event team within Hotel Crown Plaza for the attainment of goals associated with event
execution. The main role of manager is to hereby ensure that every individual carries out his/her
role and responsibility effectively so that client can not find faults in relation to any aspect
pertaining to event.
Event Coordinator: There are different activities which are performed at the time of conducting
an event. So with the help of this, it will be possible for an organisation to make improvement in
the level of services provided by an organisation. It is important to coordinate in between
different activities at the time of an event for its efficient working and successful completion of
the assignment.
Event Planner: For example, in a wedding, there are different activities which are to be done by
different individuals. So for their coordination, it is important to know about what tasks is to be
done when. This information is conveyed with the help of meetings in between different
individuals. So the person leading these meeting and providing guidance to others is the event
planner.
Human Resources: There are different resources which are required in order to make the
completion of event in a good way. So there needs different resources such as cook, washer man,
waiter, managers and many more individuals for completing the activities so, this tasks is been
performed by an individual who is Human Resource Manager. Along with this, he is also made
responsible to managing the different works of the workforce such as allocation that where to
provide and how much?
P6. Review Management skills and personal attributes that are required to work in events
industry
The requirements of clients keep on changing at a rapid pace within the confines of
events sector. This tends to inflate the scope of substitution within the concerned industry. To
deal with this, it is required by event management to have some specific skills and personal
attributes which provide aid in combatting the challenges associated with catering to the needs
and demands of clients. Such skill set and attributes are briefly described below:-
Management Skills
Flexibility: The event sector is constantly evolving present new opportunities and threats
for event planning organisations. In this regard, it is important for the management of Hotel

Crown Plaza to exercise flexibility with a view to ensure that the changes taking place within
event sector are incorporated while executing the planning of an event. Through this, effective
policies and plans can be formulated by the management of respective entity which would ensure
the entailment of high satisfaction from clients.
Keen observation: It is highly crucial for event management to keep an eye over the
activities that are conducted by the staff members with a view to cater to the needs and
requirements of client. This provides aid to the management of Hotel Crown Plaza in making
sure that each business practice and activity is aimed at fulfilling the preferences of clients and
not leaving a mark for criticism. By keenly observing the precision of all details and features of
particular event, the event management ensures the execution of work in a systematic manner.
Management of team: It is significant for event management to supervise and guide the
manner in which the event team carries out its operations at market place. Hereby, the main aim
of Hotel Crown Plaza is to ensure that the team has proper knowledge of the needs and
requirements of client with respect to the event, so that they can perform in a collaborative
manner for fulfilling them. Through the coordinated efforts of team, the respective firm is able to
derive high satisfaction from client.
Personal Attributes
Interpersonal abilities: It is required by the event management to work in coordination
and cooperation with the employees with a view to ensure the successful implementation of an
event. This implies that it is required by the management of Hotel Crown Plaza to listen to the
employees and provide them effective guidance about the manner in which they need to work for
the fulfilment of needs and requirements of client. Communication skill is regarded as the key to
facilitate this.
Creativity and innovation: This is yet another essential personal attribute that must be
present within event management so as to attain high contentment from clients. Innovation and
creativity facilitates the management of Hotel Crown Plaza to come up with unique and creative
ideas for effectively executing an event within the organisational premises.
M3. Evaluate the impact of management skills on creating a successful event to meet
stakeholders’ needs and expectations
Management skills are the key to effective execution of an event within the concerned
industry. Whereby the event management team within an organisation such as Hotel Crown

Plaza exercise their skills and attributes like flexibility, keen observation, people management,
interpersonal abilities, creativity and innovation effectively for designing and creating a
successful event, the respective event firm is able to meet the needs and expectations of its
diverse set of stakeholders. This provides aid to the event organising enterprise in gaining high
level of satisfaction from customers, thereby retaining them for a long period of time in future.
TASK 4
P7. Measures to provide safe and secure venue for guests and staff
To make sure an event turns successful and client derives high satisfaction, it is essential
for an event planning organisation to take into account the safety and security measures. By
making it the first priority, event management company is able to prevent the occurrence of any
mishap during the execution of event. In this regard, some of the basic measures that can be
adopted by the management of Crown Plaza to ensure the stipulation of safe and secure venue
for guests as well as employees of the firm are explained below:-
Matching IDs with Registration data: To ensure safety and security of event, it is
important for an event management organisation to ensure that the people visiting it are
associated with it. In this regard, the key aspect is that ID of guests should be matched with
registration information to ensure that they are actually a part of guest list or not any intruder
who intends to gain access into event for carrying out any harmful act. The information that is
verified to ensure the validity of guests includes names, date of births, addresses, mobile
numbers etc. This aids Hotel Crown Plaza in making sure that no outsider gets entry within the
event hall.
Creation of Security check points: Yet another way to ensure high level of security and
safety at event venue is the development of check points. Hereby, the visitors would be
thoroughly checked to ensure that they do not have any harmful equipment, weapon or material
which may pose threat to the lives of other guests. This would provide assistance to Hotel Crown
Plaza in instilling a sense of security among the guests at the event venue.
Maintaining privacy of events: There are several organisation which publicise the
conduction of formal or informal events by way of publishing about the same in newspapers,
company website, social media accounts, press releases etc. This tends to inflate the risks
associated with safety and security of guests as well as staff members at the event venue. Thus, it

is important for Hotel Crown Plaza to ensure that the privacy of events is maintained by the
management at all times so that there is no risk of harm to human lives or property.
All of the above mentioned factors provides assistance to the enterprise in making sure
that clients derive high satisfaction from the event as these are planned and organised as per their
requirements, while taking into account all the safety and security measures.
BMS (Building Management System): In the following system, it is related to the improved
level of safety of customers along with improved comfort and efficient resource consumption.
With the help of this system, it is possible to provide centralisation of control and also the
building utilises management which can be arranged in different ways depending on the quantity
of equipment and its functional use.
CCTV Cameras: These are the surveillance cameras with the help of which it will be possible
to cover the different areas of a building or area and the ongoing activities could be looked upon
in an efficient way.
Scan Check of Visitors: It is also important to scan check of visors so as to improve the level of
safety of guests as to prevent the area and event effected from any unwanted activity.
Visitors and Staff Log Book: Looking onto the safety and security of customers, it is important
to make their entry in the log book whether it is the guest or the staff, it is important to have the
record of all individuals available at the sight.
With the help of this it will be possible to make sure about the safety and security of
customers. The following above provided ways are recommended to the company to make
implementation in the event for getting effective outcome.
M4 Compare and contrast the security and safety provision for specific events examples
Safety and security is regarded as the first priority for an event management organisation
like Crown Plaza. Taking the examples of a sports and corporate event, it can be said that the
arrangements for ensuring security at both venues are different. In this regard, for a sports event,
the main concern is that the seating arrangements should be made such that none of the
individuals from the audience get hurt during the execution of game. On the other hand, during a
corporate event, the basic concern of an event management company is to restrain the entry of an
intruder into the venue so as to avoid harm to life or property.

CONCLUSION
On the basis of above stipulated discussion, it can be said that event management is one
of the fastest growing sectors across the global periphery. Within this industry, the most apparent
event that is conducted is regarded to be conferences that are generally conducted by businesses
or other professional or legal bodies. It has been acknowledged that event planning comprises of
several dimensions such as arrival, appetite, atmosphere, amenities and activity. Furthermore, a
number of trends have been occurring within events sector, like safety and security
arrangements, extensive use of technological advancements and many more. Almost all of the
organisations operating within event sector now focus upon stipulation of additional services
such as Projector presentation, Wi-Fi, Air conditioning etc. to appeal to a large base of customers
and provide them hi tech services for their long term retention.

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Online
2018 Trends for Fundraising Event Ideas for Nonprofits. 2019. [Online]. Available Through:
<https://blog.arreva.com/2018-trends-for-fundraising-event-ideas-for-nonprofits>.
19 Event Trends That Will Shake Up Meetings & Group Business in 2020. 2019. [Online].
Available Through:<https://blog.arreva.com/2018-trends-for-fundraising-event-ideas-
for-nonprofits>.