Managing Conferences and Events

This document provides an overview of managing conferences and events, including the different categories and dimensions of events, current trends in the event industry, event layout design, additional services for conferences, and management roles in the event industry.

MANAGING
CONFERENCES AND
EVENTS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1 Examine various categories and dimensions of events with help of specific examples. .1
P2 Using examples of different categories of events explain feature and current trends that
influence event industry.........................................................................................................3
TASK2 ............................................................................................................................................4
P3 Event layout design to set up conference room to achieve client requirements...............4
P4 Determine additional services that can be provided within conference environment and
explain its importance to effectively meet client’s requirements..........................................5
TASK3.............................................................................................................................................6
P5 Examine different management roles for event industry..................................................6
P6 Review Management skills and personal attributes that are required to work in events
industry...................................................................................................................................7
TASK4 ............................................................................................................................................9
P7 Explain suitable measures to provide safe and secure venue for guests and staff............9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Planning formal and informal events for individuals, groups or organisation is known as
event planning. Event Management is process by which an event is planned, organising,
executed and controlled so that it proves out to be successful. It is coordinating, managing,
controlling teams and activities so that events are created effectively. Rosewood hotel is a
luxurious hotel situated in London and owned by Rosewood Hotel Group which provides
complete 5-Star facilities to guests. In this project different dimensions and categories of events
are explained with the help of examples. Discussed here are features and current trends that are
influencing event section of hospitality sector using relevant examples. It will identify layout to
set up event and determine additional services available so that client requirements can be
achieved (Advani and Gueritte, Dialogloop Inc, 2018). Following report will also examine
different management roles and personal attributes to work in hospitality industry and meet
client expectations. Further it will define suitable measures required to provide safe and secure
event venue for guests and staff members using specific examples.
TASK1
P1 Examine various categories and dimensions of events with help of specific examples
The event can be described as assembly of individuals for purpose of celebration,
marketing, reunion or education. There are basically three types of events which are further
classified into sub categories, are as follows:
Private: The purpose behind such events is to celebrate personal occasions and certain
individuals are invited to celebrate event. For example, wedding, receptions, birthday parties,
festival gathering, personal celebrations, etc. In this private venue is booked only for guests and
other public is not allowed to be part of it.
Corporate: Such events are used to promote companies, brands, product or services by
targeting audience to create awareness. These type of events have business objectives of
promoting product, creating brand awareness, corporate communication, build relationships, etc.
Business dinners, conferences, seminars, meetings, product launch are some of the examples of
corporate events (Ayala and et. al., 2019).
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Charity: This type of events is used to raise funds for charity for different non-profit
organisations who works for betterment of society and people. These are basically sponsors runs,
cycling and walks which benefits in building relationships, contacts for business and creating
brand image for company (Zscheischler and et. al., 2018).
There are certain dimensions which brings success in managing events and meeting clients
requirements to build relationships. There are broadly 6 dimensions of event management that
are as follows:
 First dimensions are marketing and communication materials use to invite or inform
people should be Anticipating so that excitement can be build.
 Event must be design to make sure that Arrival related dynamics are safe, efficient and
effective for overall experience of event.
 There is need that event Atmosphere is selected and managed keeping in mind
accessibility and comfort of guests. Keep in mind sanitation services, sufficient utilities
and shelter for clients (Camp, 2015).
 Fulfilling guest's Appetite including selecting meal that should be nutrition, appealing
and free from allergic food.
 There is always some Activity that serves goals and objectives of the event and other
planning is done based on this.
 Amenities are details that are left out memories of events which provides tangible
evidence to those memories.
Each dimension offers possibilities for planning perfect event experience and each ensures
array of applications and implications that must be integrated into seamless production plan.
These dimensions ensures that event held is successful in every aspects and effective so that
clients expectations are met. Ensuring this will result in growth of event companies and overall
development of event industry. All dimensions are applicable to personal, corporate and charity
related events which proves out to be appropriate in making events successful. All this leads to
overall growth and development in industry of events.
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P2 Using examples of different categories of events explain feature and current trends that
influence event industry
The changing environment of industry is allowing development of new trends and state
of political situations (Dunsmoor and et. al., 2015). All such factors will have to examine
different impacts on event industry, below are some trends that will influence event sector in
near future:
Safety and Security: The state of natural disaster, terrorist attacks and national security
around the world, is equally important and events industry focus on it to ensure safety of guests.
It is important to manage personal, business and charity events because large number of
individuals gathers at one place which requires security, safety and proactive actions in
emergency. Most importantly it should be keep in mind while selecting location for charitable
events, accommodation for guests and main event venue so that there are less chances of any
mishappening.
Workforce Issues: Challenge of finding staff with required soft skills so that customer
experience can be enhanced is one that's still present. There is need that staff should have strong
interpersonal and professional skills so that events, clients and processes can be managed
properly. Business conferences requires highly skilled workforce so that client expectations can
be achieved effectively and relationships building is effective (El Zoghbi, 2016).
Advancing the Event Profession: Some professional wants to takes this profession to
new level and are finding appropriate solutions using artificial intelligence and practicality.
While technology is appearing to be disconnecting individual from personal connections and
face-to-face interactions, it can change client’s expectations and demand. There is need that
corporate events are technological advanced so that their objectives can be fulfilled and
satisfaction of clients can be enhanced.
Mergers & Acquisitions: With changing business conditions heavy merger and
acquisition activity are taking place in market, from which events industry is not immune. There
are major mergers and acquisition which is increasing competition and decreasing ownership in
organisation. This will impact the way events are planned and implemented for business events
as there will always be different expectations from owners which may arise in conflict.
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The changes in industry is frequent and impactful which brings influence on this sector
and challenges for organisations to survive. Identifying these factors will help business to be well
prepared and estimate future trends to have competitive advantage in industry (Evans, 2015).
TASK2
P3 Event layout design to set up conference room to achieve client requirements
Conference room can have strong impact on customer as it can either help employees to
come up with fresh, creative ideas, or it can distract them due to its discomfort.
There is need that layout is effective and according to the need of client to built relationship with
them effectively. It should, be safe and comfortable environment where business teams can
gather, brainstorm and achieve meetings objectives. Here are steps for designing layout for
conference room so that meeting can be held effectively:
Identify Clients’ Needs: Identifying clients needs is first step in designing layout for
conference room so there is need that clients has to be comfortable as possible by ensuring that
there is enough space in room to get up and walk around. At the same time meeting room should
be small enough to make them feel safe in group. Identify number of member attending meeting,
plan room size and tables accordingly so that they are adjustable and comfortable to sit for hours
in meetings.
Select Table Configuration: There are various style for sitting arrangements can be used
effectively for conference room according to the specifications of clients. It should be consider
that everyone is visible, comfortable and equally engage in meeting so that it can accomplish
objectives effectively (Jones, 2017). The U-Style allows every member to participate with
speaker and vice versa.
Selecting Appropriate Room: Practically the room should be in place where distractions
are kept to minimum. It should be soundproof, not near to construction site and with less
distractions. Colour of walls and ceilings, floor space, table configurations and movements of
member should be kept in mind while selecting room for conference. These points will be
considered while selecting room for conference.
Adjust the Lighting and Right Screen: It is important that lightings and screen should
be appropriate so that there is no distractions and address members effectively. To ensure this
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use bulbs that don’t give off too much heat, wall colours complement lighting, appropriate
distance from screen and using projectors to make speaking effective. All these factors will be
kept in in mind while designing layout.
Arrange Services: As discussed earlier, guests should be comfortable as possible. Give
them refrigerator at some distance like arm’s reach, so that they are hydrated during long
meetings and be productive. Arrange tables with mini-cabinets, where guests can comfortably
take their belongings while participating in meeting. Put dustbin in corner of the meetings room
so guests can dispose of their trash (Konkol, 2019). All these amenities will have be provided to
guests in conference room so that there is no distractions and layout is effective enough to hold
meeting.
The above pictures clearly defines that conference room will be design in such a way that it is
suitable for corporate meeting and will helps company to achieve objectives of gathering. It can
be seen that U-style configuration of table will help each member to pay attention to projector
and audible to speaker as well. There is enough floor space for speaker and member so that
movement is free and comfortable. There is sufficient lightning and ventilation in the conference
room which makes it more effective in design. Big projector so that it is visible to evert
employee attending the meeting. Stationery is also provided by event company so that notes can
be taken and if employee feels like sharing its idea must do that.
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P4 Determine additional services that can be provided within conference environment and
explain its importance to effectively meet client’s requirements
There is need that even with planning best and suitable design of conference rooms,
additional services are provided to clients. These services are not in list given by client but
should be well understood by event manager so that meetings are held effectively and
expectations of clients are achieved effectively (Walters, 2018). Here is list of some of those
additional services:
Video Conferencing System: In business conferences there might be need to make
international calls or to engage personnel who are not present in conference room. This arises
need of video conferencing so that they can equally contribute in the meeting. This is additional
services provided by event team to client so that meetings are successful and client expectations
are meet effectively.
Projector Presentation: In order to engage personnel and make meetings effective
business employees these days’ use PowerPoint Presentations to make discussion impactful for
which project screen is needed. This is one of additional services provided by event company to
client so that their expectations can be achieved.
Quality Audio Equipments: While hosting a meeting which includes large number of
employees it is important that there are audio equipment’s are well organised and effective, this
is one of the most important additional services provided to client so that meetings are successful
and expectations are attained effectively (Kripalani, Tripathi and Tanesheri, 2015).
Wi-Fi: These days’ network connection is necessary requirements for conferences and
there is need that event company arrange strong and speed connectivity in the room so that
multiple users can work on it. This is additional services provided so that net surfing
expectations of clients are meet.
Fully Air-Conditioned: If meetings members are experiencing heat or sweat in meetings
this will reduce their participation and productivity during meeting. So event company will make
sure that conference room is properly air-conditioned and ventilated. In addition to this
electricity supply backup shall also arrange in case of power cut and other mishap.
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TASK3
P5 Examine different management roles for event industry
There are some common and other different management roles that an event manager,
Head of sponsorship and talent manager need to perform so that events are successful and clients
are satisfied, some of those are as follows:
EVENT MANAGER
Motivate, lead and develop team spirit: It is the role of event manager to bring all the
employees at same page and communicate then common goals. Manager is responsible for
developing a positive and productive atmosphere so workers can deliver their best without giving
excuses relating to internal conflicts (Md and et. al., 2019). Encouraging employees, recognizing
their work and appreciating them is quality of good manager doing so will enhance team
productivity.
Create and maintain good customer relationship: Event manager is accountable for
understanding and providing specific demands of client. This person is responsible for any of
failure that may happen at the time of event. Beside service users, suppliers, sponsors and other
stakeholder are also key people an organisation. Event manager has to make sure that they share
good working relationship with these stakeholders as they are crucial getting desired results.
HEAD OF SPONSORSHIP
Manage allocation of budget: Managing allocated fund is among key responsibilities of
Head of sponsorship. They are accountable for finding sponsors and then they have to make sure
that received funds are utilised in such a way that targets of sponsors are met without an trouble.
Ensure required fund: Head of sponsorship is responsible for assuring that all the
expenses, that will incur in event, will be paid without facing an issue relating to shortage of
funds. Their role is crucial in managing financial related tasks.
TALENT MANAGER
Find appropriate talent: Talent managers is responsible for finding right candidate in
required time. If client has asked for musicians in the event then it is their responsibility to search
best candidate in allocated budget (Millar and et. al., 2019). Beside this, they are accountable for
managing the in-house talent pool provide tasks to the workers according to their area of
specialisation.
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P6 Review Management skills and personal attributes that are required to work in events industry
Management Skills:
People skills: The most important quality successful event managers possess is People
skills in general. They need to be comfortable in communicating with upper-level executives,
government officials, co-workers, sponsor, consumers, managers, suppliers, employees, and
event guests. To successfully work with this wide range of people, there is need that they are
able to resolve conflicts, be confident but friendly negotiator, and maintain sensible behaviour.
Flexibility: Event managers must work as strict instructor in one minute and fearless
leaders in the next moment. Cleaning up tough situations and making tough calls quickly and
efficiently is part of their respective job. Staying calm, getting work done, then get back to
running effective event shows flexibility of successful event manager (Notina and et. al., 2016).
Organised: To successfully manage event, there is need that event manager is able to
manage many activities and tasks at once. This multi-tasking process is required for both proper
planning and efficient execution of an event so that client specifications can be achieved. The
best planners have error free systems, sequential checklists, and advanced tech tools with
controlling techniques so that events turns out to be successful.
Communication: Clear, effective and kind communication establishes leader of team and
it keeps everyone on track ensuring that goals of event and client demands are clearly understood
to every staff involved. It also allows to be effective enough so that vision is shared and get
others motivated about it. This ensures strong relationships building and equal participation of
every employees in managing and executing event.
Personal Attributes:
Interpersonal skills: The way of communicating with people one of the key skills
which should be present in people who are working in event management industry (Raj, Walters
and Rashid, 2017). Beside speaking, they must have good listening ability so they can
understand the need of clients.
Energetic: Events are extremely demanding and exhausting, if event team want to
execute successful one, they should be motivated and energetic. There is need that event
manager is full of energy so that other team members gets motivated and work towards making
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event successful. This is one of the major personal attributes that are needed in event sector to be
effective.
Passionate and Enthusiastic: This is inherent attributes and individual are generally born
with this quality. Only with this quality event manager can successfully planned and manages
innovative events to meet customer specifications (Wallwork, 2016). As successful and effective
event manager, they should possess passion and this motivates them to be productive and
overcome hurdles that are faced while organizing successful events.
TASK4
P7 Explain suitable measures to provide safe and secure venue for guests and staff
It is critically important that safety and security should be first priority of event company
for guests and their staff so that there is no mishappening.. Here are some measures that event
manager can adopt so that location is safe from any accidents or intruders for guests and
employees:
Keep Private Events Private: Some organizations like to publicly announce their
events, even in the case they are not open to public. They communicate their events on social
platforms, newsletters and press releases but informing public can create increase chances of
threats for both guests and event team. This can be done with the help of scanning each visitor
and staff member so that unknown or not invited individual can not be indulge in private events
of business. This is important because such events are announced publicly and thus prone more
to safety and security related threat. Thus it is important that each guests and staff is scanned
properly so that safety measures are effective.
Match IDs to Registration Information: This ensures that individual who are attending
occasion actually belong there, it is important to collect and check information related to
identification in advance when they register. Collect multiple data like their name, date of birth,
and address to ensure that there is no intruder with someone’s identity. This can be also done for
staff members so that there is no outsiders involve in team (Rogers and Davidson, 2015). For
example, keeping log book and event staff and guests will have to match information of every
visitor and thus security will be maintained. Such books contains all informations related to
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personal and professional details of employee and staff members of event company as well. Thus
while maintaining such log book for guests
Create Security Checkpoints: One of the crucial ways to protect guests from security
threats is to prepare and manage checkpoints on some distance from gathering so that this need
to be clear by guests before entering into main venue. This forces outsider to pass security
measures before they can cause any threat to guests or staff members. This can be more effective
with the help of increasing security measures by keeping checkpoints before entering into the
venue so that controlled is done. Keeping security measures like scanning and matching Ids of
visitors and staff will increase efficiency of security and safety tools of event company.
Keep Security Measures Upfront: The ultimate aim of keeping security is to be
proactive in case of threat, first is to manage safety so that there are no happenings of threats
situations. Keeping security visible makes that agitator related events are reduced and other
threats are cleared. Keeping security measures hide increases chances of mishappening related
events or entrance from outside parties are higher (Scacco and Wiemer, 2019). Agitators think
that there is no safety measures to secure event and this increases threats to events. This can be
done with keeping cctv cameras visible in every corner of venue and on entry gate of location.
This techniques will make fear for uninvited guests that they will be caught by security and in
case if they somehow manage to enter into the location can be chuck out by identifying their
behaviour. Thus keeping these cameras visible will have positive impact on security measures of
event company.
CONCLUSION
From this above report it can be concluded that event management is process of planning,
organising and executing event which meets demand and expectations of client. It lays emphasis
on planning different events like personal occasions, corporates meetings and conferences,
charity runs or other activities. Event industry environment is affected by safe and security,
advancing profession with technology, mergers and acquisitions and skilled workforce
requirements influences this sector. Proper steps have been followed in designing conference
room so that clients expectations can be meet effectively. There are Wi-Fi, video conferencing
system, efficient audible equipment’s and other services are available in conference room. There
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are different management roles, skills and personal attributes that are important to work within
event industry so that client expectations are attained effectively. There are various methods
adopted by event company so that their guests and staff's safety and security is strong which are
included in this project.
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REFERENCES
Books and Journals
Advani, D. and Gueritte, E., Dialogloop Inc, 2018. Integration of internet-based tools for
transforming in-person conferences into seamless conversations. U.S. Patent
Application 15/635,586.
Ayala, D. and et. al., 2019. An approach to less climate-impactful conferences. London
Mathematical Society Newsletter. 480.
Camp, B., Upcoming Conferences and Events.
Dunsmoor, J. E. and et. al., 2015. Emotional learning selectively and retroactively strengthens
memories for related events. Nature. 520(7547). p.345.
El Zoghbi, M. B., 2016. Conferences as Learning Spaces on Climate Change and Sustainability.
Evans, N., 2015. Strategic management for tourism, hospitality and events. Routledge.
Jones, M. L., 2017. Sustainable event management: A practical guide. Routledge.
Konkol, A., 2019. Developing a geoinformation application for supporting conferences
management on the example on Warsaw University of Technology (Doctoral
dissertation, Zakład Kartografii).
Kripalani, A., Tripathi, A. and Tanesheri, N.S., Microsoft Technology Licensing LLC,
2015. Techniques to remotely manage a multimedia conference event. U.S. Patent
9,201,527.
Md, H. and et. al., 2019. Development and operational experience of the web based application
to collect, manage, and release the alignment and calibration configurations for data
processing at CMS. In EPJ Web of Conferences (Vol. 214, p. 04006). EDP Sciences.
Millar, A. P. and et. al., 2019. Storage events: distributed users, federation and beyond. In EPJ
Web of Conferences (Vol. 214, p. 04035). EDP Sciences.
Notina, E. and et. al., 2016. Improving Employability Skills through Students’ Conferences in
Foreign Languages. In Conference proceedings. ICT for language learning (p. 298).
libreriauniversitaria. it Edizioni.
Raj, R., Walters, P. and Rashid, T., 2017. Events management: principles and practice. Sage.
Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences,
conventions and business events. Routledge.
Scacco, J. M. and Wiemer, E. C., 2019. Press Conferences. The International Encyclopedia of
Journalism Studies, pp.1-7.
Wallwork, A., 2016. Networking: Preparation for Social Events. In English for Presentations at
International Conferences (pp. 189-202). Springer, Cham.
Walters, T., 2018. Gender equality in academic tourism, hospitality, leisure and events
conferences. Journal of Policy Research in Tourism, Leisure and Events. 10(1). pp.17-
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Zscheischler, J. and et. al., 2018. Future climate risk from compound events. Nature Climate
Change. 8(6). p.469.
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