Managing Conference and Events

This document provides an overview of event management, including different categories and dimensions of events, examples of different event categories and their features, current trends in the event industry, event layout design for conference rooms, additional services provided in conference rooms, management skills required in the events industry, and measures to provide safe and secure venues to guests and staff. The document focuses on the case of Holiday Inn, a company that provides various services for events and conferences.

Managing Conference
and Events

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
P1) Different Categories and Dimensions of Events by Using Specific Examples...............4
P2) Examples of Different Categories of Events Along with their Feature and Current Trends
Influencing the Industry.........................................................................................................6
M1) Current Event Trends Along with Examples..................................................................6
D1) Critique the Development of Events Sector By Providing Specific Examples...............7
P3) Event Layout Design to Set Up Conference Room for Achieving Client Requirements 7
P4) Additional Services Provided in Conference Room and Importance of Providing Them to
Client......................................................................................................................................9
M2) Evaluate the Quality of Design and Layout in Meeting Client Expectations and Needs9
D2) Justify Choices for Layout and Design to Setup Conference or Event Correctly and
Exceeding Them.....................................................................................................................9
P5) Different Management Roles in Event Industry............................................................10
P6) Review of Management Skills and Personal Attributes Required in Events Industry. .11
M3) Impact of Management Skills on Creating Successful Events.....................................12
D2) Critical Evaluation of Management Skills to Meet Stakeholders Expectations............12
P7) Measures to Provide Safe and Secure Venues to Guests and Staff...............................12
M4) Compare and Contrast Security and Safety Provision with Examples.........................13
D4) Recommendations to Improve the Provisions of Safety and Security at Specific Events14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Event Management refers to the process of implementation of some project for the
development and arrangement of some events, conferences, trade shows, sports events, wedding,
birthday party and some more (Bokelberg and et. al., 2019). Many aspects are covered under
event management which helps in the successful accomplishment of different tasks and the
project as well. It includes planning, coordinating, managing, controlling of the activities which
are required to perform within an event. The company chosen for the completion of this
assignment is Holiday Inn which was founded in the year 1952 and is headquartered in
Buckinghamshire, London. The company provides different types of services to their customers
such as food, lodging and many more for the satisfaction of their needs and wants. The
assignment will make its focus on different categories and dimensions of events along with
providing explanation about the features and trends prevailing currently in the event industry.
Additionally, the focus will be made on event layout design and discussion about the additional
services provided by them will be made. Lastly, the discussion will be made about management
roles, evaluation of management skills, personal attributes and measures to provide safe and
secure venues to guests and staff of the hotel.
MAIN BODY
P1) Different Categories and Dimensions of Events by Using Specific Examples
An event is defined as the gathering of individuals at a particular time and place and there
could also be different reasons for the event such as birthday parties, wedding, sponsorship,
inauguration and many more for which event management is used. On the basis of this, it
becomes important for Holiday Inn to make evaluation of different categories and dimensions of
event management so as to organise future events in an effective manner. It will also help in
proper management of customer satisfaction and also making their potential customers to be
changed in real ones (Brown and et. al., 2019). The events are also categorised into different
parts which have been provided as under:
Private: These type of events are organised specially for some individuals or individual for some
special occasion such in their families related to wedding, birthday parties and many more. In
these type of events, there are only some personal people who are invited as there exists a list of
guests who are permitted to take part in the event.

Corporate: These are the events which are basically organised in order to making some
professional discussion, strengthening inter-organisational relationships for the betterment of
their future growth and development.
Charity/Fundraising: These are the events which are organised by NGOs in order to raise fund
to perform some action for the welfare and benefit of the society. The consideration of some
events are related to charitable auctions, sponsored cycling, and many more.
Along with this, there are also some of the main dimensions of event which are important
for Holiday Inn to consider upon in order to make proper event planning so that the event
managed could meet the requirements of their clients in proper way and provide them with full
satisfaction and arrangement of thing according to their needs and wants. The dimensions are
also provided as under:
 Anticipation: The following term says that Holiday Inn the event must be prepared in a
way which looks attractive and invites people in a way that will make people to join
event at their one will (Emery and et. al., 2016).
 Arrival: The event organised in Holiday Inn should ensure safe and secure environment
for their guests to provide them with a longer lasting experiences.
 Atmosphere: The location and venue selected for completing the events should be a
place that could be easy to find out and access for the guests.
 Appetite: At the time of managing event in Holiday Inn, the focus of the organisation in
preparing event should on the appetite of guests by providing them with right choice of
meals, budget and other things which they consider while making use of services of that
organisation in future as well.
 Activity: In the following role of event management of Holiday Inn, it is important to
make use of some entertainment activities that will help in making feel good to guests
and for their recreation as well.
 Amenities: After the end of event, the event management team of Holiday Inn focuses on
providing tangible expressions and long lasting memories to their customers which shows
about the guest;s comfort and experience. It will also help in supporting their events.
So with the help of these dimensions, it will be possible to make sufficient and effective
arrangements for the successful preparation and completion of event.

P2) Examples of Different Categories of Events Along with their Feature and Current Trends
Influencing the Industry
In the current times, the needs and demands of customers are changing and according to
this, the companies are required to make arrangements at the time of conducting events for them.
This is done in order to improve the satisfaction level of customers and the quality of their
services which they are providing to their customers (Harmeling and Palmatier, 2016). Below is
the description of some of the important trends and feature that could impact upon the event
sector in the possible near future:
 Safety and Security: One of the most important factor which is needed to consider by
the organisations working in the event management industry such as Holiday Inn. As
with the help of this factor, it will be possible for Holiday Inn to make their employees
feel safe and secure from different type of threat and negative incidents. This is an
important feature which makes people to enjoy the ongoing event in a joyful and peaceful
manner that they are not frightened from any incident which could impact upon their
interest and enjoyment.
 Workforce Issues: The consideration related to workforce issues are also important to
consider for an organisation in order to get the bets possible work from them. So
companies such as Holiday Inn are required to make their focus on the implementation of
those strategies and policies with the help of which improvement in their satisfaction
level could be made and they could be retained in the organisation for a long period of
time (Jepson and Clarke, 2016).
 Advancing the Event Profession: The repetition of same things again and again in the
events may impact negatively on the level of interest of the customers because seeing one
thing so many times will reduce the level of interest and makes them to feel bored. So
innovation in the processes is necessary. Holiday Inn should make its focus on
continuous advancement in their working processes and services so that they could
become a continuous source of attraction for the customers.
M1) Current Event Trends Along with Examples
There are different new and emerging trends in the Event Industry which are applied in
order to make improvement in the level of services provided to their customers. The explanation
of some of the important trends are being provided as under:

 Improving Event Check-In: In comparison with the past times, the organisations are
working on providing the first impression of their company to be be very good, attractive
and classy. For example, the use of lifts instead of stair, automatic opening doors are used
by companies such as Holiday Inn to provide their customers with more innovative works
in their processes.
 Sustainability is Part of Plan: In the current period of time, companies are making
increase in the investment in protecting the flora and fauna so as to create good brand
image of the company in the minds of their customers. For example, programmes such as
environmental prevention programs which are initiated by different organisations for the
welfare of their society.
D1) Critique the Development of Events Sector By Providing Specific Examples
The developments in the Events Industry is not only related to a single aspect but there
are different things which are considered. The developments made are related to providing online
services to users, focus on customer satisfaction, improvements in services and many more. So
these have both positive as well as negative on the development of Events Sector. As on the one
hand, use of technology such as for providing services to customers so it also have both positive
as well as negative consequences such as good for customers and increasing customer share. But
in negative, it is included about the increase in cost, regular updation, bad response to customers,
etc.
P3) Event Layout Design to Set Up Conference Room for Achieving Client Requirements
Room Layout Selection is an important decision which is needed to be taken by an
organisation with due care. It is because this will help in providing a differentiated impact on
mindset of customers. The room layout should be according to the purpose for which the event
has been booked. Either, client provides their own requirements to the company or the things are
needed to be made that will best suit to the needs and demands of their customers. It will be clear
with the help of an example, an individual is asking for booking a conference room for some
meeting purposes (Leinemann and Baikaltseva, 2017). So Holiday Inn should provide the
customers with a closed room where there are chairs available, computer system, internet
connection, projector, air condition and some more things as per the needs and demands of their
customers. In case the arrangements are different so this will not meet with the requirements of
client and will impact negatively on the mindset of customers regarding his perception towards

the services of the company. A picture has been provided about the layout of a conference room
which is as under:
 Table Configuration: There are different types of configurations that could be setup in
the organisation for conference event but Holiday Inn has made use of U shaped
configuration for this conference meeting so that everybody is able to listen clearly and
see others what they are talking and speaking about.
 Selection of Room: So for the following conferences, the client has provided as us the
list of 20 individuals who are attending this meeting so the arrangements for the meeting
are also made according to the needs and requirement of client. In addition to this, the
room is also sound proof so that activities which are going externally the room will not
give any disturbance to those individuals.
The reason behind choosing this room because the meeting involves only few people
which does not require a hall to be booked. So the arrangements could be done. Along with this,
chairs are available for their sitting, Air Conditioning is available for their comfort, Monitor
screen is available so tell the employees what is required to be done. So due to this reason the
selection of this room is not a wrong decision in order to conduct a conference.

P4) Additional Services Provided in Conference Room and Importance of Providing Them to
Client
Not only the above stated services are the only one which are needed and demanded by
client but there are also some other important requirements which are important for an
organisation to have and they can be demanded by customers as well (Lucey and et. al., 2016).
So below is the presentation of different types of additional services which could be asked by
Clients of Holiday Inn and has been described as under:
Projector Presentation: Project Discussion is also one of the important factors for which the
meeting is organised. As in the meetings, the use of Power Point is done for which projector is
must so that every individual could be able to see and have knowledge and clear their doubts.
Additionally, it is also related to providing customers with better services and providing
customers with a differentiated customer experiences.
Wi-Fi Connection: Internet is considered as one of the most essential required at every second
of time. So during meeting also, it is important to provide them with internet and Wi-Fi
connection as is possibility that need could arise to make use of internet at the time of conducting
meeting.
Air Conditioning: At the time of conducting meetings in a closed room, it is possible that
customers may feel heat in the environment so in order to eradicate this problem, this facility is
also important to provide to the customers which is also an important part of their needs and
demands and is also important to satisfy (O'sullivan and et. al., 2016).
M2) Evaluate the Quality of Design and Layout in Meeting Client Expectations and Needs
In order to reduce the disputes about the services of event organiser makes it important
for both the parties, i.e., company and customer to make clear about each and every fact which
impacts upon their contract and could become a reason of future disputes. So in order to meet the
quality of design and layout, it is important to meet the client's requirements so as to create a
good brand mage of the company in the minds of their customers. So meeting client's
requirements is important for every organisation's growth and survival.
D2) Justify Choices for Layout and Design to Setup Conference or Event Correctly and
Exceeding Them
As the meeting which is conducted is official meeting, so the justification of provided
design and layout is not much difficult. As meeting is of 30 members so chairs are essential for

their sitting, projectors are important for making clear them about the main topic of discussion
and to provide them with better knowledge and understanding, sound proof room is required to
avoid disturbance so the use of setup has been done by considering their importance and
providing more services will improve the satisfaction level of their customers.
P5) Different Management Roles in Event Industry
Unlike other organisations do have, there are also some important roles which are played
in this organisation for the effective and efficient running of the business organisations and to
provide them with a better satisfaction level. The role and responsibilities of these roles is also
important to consider for providing them with differentiated experiences from that of other
organisations so that the customers could be retained in the organisation for a long period of
time. The description of some of the main roles in the event industry are been provided as under:
 Maintaining Proper Relationship with Other Parties: It is an important role of every
organisations such as Holiday Inn to maintain proper and work upon improving
relationship in between the other parties that deals with the company. For example, there
are different parties with the help of which the survival of an organisation is made
possible such as customers, suppliers, contractors, public media and many more whose
working impacts upon the working of an organisation also. So due to this reason, the
following role is considered as the most important one (Posenato, Zerbato and Combi,
2018).
 Planning and Management of Event Activities: Every time the working of Holiday Inn
should focus on providing their customers with something new that could help in
improving the level of satisfaction of their customers. With the help of making things to
look more good and attractive, an organisation could maintain long term relationships
with them and make them a regular sources of income for them as well.
 Ensuring Efficient Performance of Tasks: The proper accomplishment of different
tasks in event management is not only important because of client but because the the
guests which are coming with client are looks at these things as well, so this will also
impact upon their mindset as well (Reason and Hobbs, 2017). As this option seems more
better to them instead of checking reviews of organisation on online sites and reviews
which will provide other individuals experiences but here, the customers will get the real
experiences. So this increases the need for company to make the best possible efficient of

tasks so that the future growth and development opportunities could also be increased for
the company such as Holiday Inn.
 Utilising Manpower Effectively: In the following role, the organisation makes sure that
all the employees working in the organisation are used in an efficient manner. It is about
to make sure that no one is getting over burdened or less burdened situation. As this will
impact upon their performance (Richardson, 2016). Less work will make them leisure
and over burden will impact their work performance in negative way. With the help of
effective and optimum use of manpower, it will be possible to make sure about efficient
performance and completion of tasks.
P6) Review of Management Skills and Personal Attributes Required in Events Industry
As in the current times, the changes happening in the business environment is taking
place on a rapid basis. So the arrangements made in the events are not always same and are also
not made on the basis of needs and requirements of clients. There are some points when
customers provides the company with free choice to make arrangements according to their own
needs and demands but to provide the best services to them (Schwebel, 2017). So to do this
arrangement also, there are some important skills, attributes and knowledge which are required
for successful completion of the provided tasks which have been provided as under:
Management Skills: The description of some of the main management skills are being provided
as under:
 Flexibility: The employees must be provided with a flexible environment while
arranging different things in the event management so that they could feel free to work
and make use of their own mind and creativity as well to provide best services to the
customers. So for this, it is important for manager to be flexible and provide sufficient
authority to employees so that there could be some decisions that could be made
according to the preferences of employees (Thakkar and et. al., 2019).
 Keeping an Eye on Work of Employees: The work of manager does not ends after
providing authority to the employees but it is also important for them to keep an eye on
their work that how they are performing their provided tasks, whether they are making
use of authority in the right way or not. In case of errors, needed steps are important to be
taken by managers to remove the errors made by them and making sure that same type of
mistakes should not be repeated again.

Personal Attributes: The description of personal attributes are also been provided as under:
 Good Interpersonal Skills: It is important for managers to have good interpersonal skill
so that they could deal good with their employees and make them to feel comfortable to
discuss thing with manager that could be related to improve the level of services provided
to customers. Good interpersonal skill will also help in reducing the level of errors in the
work as well.
 Creative and Innovative: An Environment must be provided to them where they could
make use of their own mind and creativity in order to develop new way of accomplishing
a task in a better way. So for becoming a successful and good event manager of Holiday
Inn, it is important to be innovative and make their employees as well.
M3) Impact of Management Skills on Creating Successful Events
In order to conduct the event in an efficient and successful way, it is important for the
managers to make use of proper management skills with the help of which improvements could
be made in ways of conducting their tasks. Management skills includes leadership qualities,
proper communication, coordination and many more skills with the help of which it has been
made possible to guide employees properly and to look over their working patterns so that the
mistakes could be easily identified and could be resolved at the earliest to provide customers and
stakeholders for the services meeting best to their needs and requirements.
D2) Critical Evaluation of Management Skills to Meet Stakeholders Expectations
The skills such as Communication is important as with the help of this skill, it will be
possible to provide proper guidance and support to them and their work and in case of improper
communication, the results will be negative as they will not understand what they have to do.
Likewise, leadership skills are also important as they help in making employees to work in and
accordance with the guidance provided by their managers. So in this way, the work will be
accomplished in the bets possible way to meet stakeholders expectations.
P7) Measures to Provide Safe and Secure Venues to Guests and Staff
In order to make successful accomplishment of the conducted event, there are some
important things which are needed to be taken into consideration by the Event Manager of
Holiday Inn to reduce the level of mistakes and errors in the work of employees as they need

proper and prior guidance before initiating some work. So some of the basic but important
measure to make the venue safe and secure are being provided as under:
Match IDs to Registration Information: In order to keep the visit of arena safe and secure, it
is important to match the ID Cards of guests with the provided list so that it could be provide
entry to those guests who are invited in the event only. The entry on unknown people could be
restricted and hence, the environment could be made safe and secure.
Creation of Security Checkpoints: At different place where, the movement of people is not
regular, so these places creates more chances of occurrence of bad incidents. So with the help of
security checkpoints, it will be possible to provide customers with safe environment and to keep
and eye on the harmful activities in case going on inside the premises (Tripathi, Pabbisetty and
Roychoudhuri, 2017).
So the above are some of the important preventive measures that could help in providing
the guests with safe environment to enjoy the event to the fullest. Holiday Inn is also suggested
to focus on strengthening their security services as this is also taken into consideration by the
people visiting the place and event so that they could gain maximum satisfaction by making use
of their services.
M4) Compare and Contrast Security and Safety Provision with Examples
Looking on the safety and security of staff and customers, it is important to look over the
security systems of their own organisation whether they are good enough to make their
customers safe and secure. Health and Safety is an important concept which is to be noticed by
the organisations and with the help of which it is possible to make an increment in the number of
sales and revenues of an organisation. So it is important for the organisation to make
implementation of certain health and safety related provisions for the employees as well as for
the customers of the organisation as well. Such as planning, loss prevention techniques so that
they bad incidents could be dealt is an easy way. For example, Holiday Inn could make proper
arrangements of security and safety for their employees such as proper installation of CCTV
Cameras. Another example is related to planning and management of security staff and proper
checking of equipments such as fire extinguisher so that they could be used at the time of
negative incidents. With the help of providing health and safety to the customers, it will be
possible for the company to make a good and positive image of the company in the minds of
their customers and also the impact will be positive. Along with this, security is an important

concept so that government also interferes in these kind of situations. In case, the company is not
dealing good in this aspect than it will not be possible to reduce the intervention of government
in the working of their organisation. This will impact negatively on the growth, success and
working of their organisation.
D4) Recommendations to Improve the Provisions of Safety and Security at Specific Events
So in order to make reduction in cost to business, staff and guests, the recommendation
has been provided to Holiday Inn to make invest more on technology such as installation of
CCTV Cameras and other innovative tools with the help of which, it could be possible for
organisation to make use of less human resources for security and the human resources could be
placed in place of critical areas such as entry gate of Hotel which will help in making reduction
in the prices of guests, company.
CONCLUSION
From the above assignment, the conclusion has been drawn about importance of event
management for an organisation which impacts positively on the growth of their revenues and
sales, in addition to this, the conclusion has been drawn about the creation of uniqueness in the
services of the company so that it will be possible for different companies to deal with the fast
changing environment in the industry and achieve competitive advantage over the competitors.
Further, the conclusion has been drawn about the event layout which also impacts upon the
mindset of customers and increases the chances of future growth and opportunity for the
company. Lastly, the conclusion has been drawn about consideration of new trends and
innovation in the industry so that customers could be attracted and long term relationships could
be maintained with them for the growth and survival of the company.

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