Managing Conference and Events

This document discusses the categories and dimensions of events, presents examples of various categories in events, and explores the current trends influencing the events sector. It also covers the design of an event layout for a conference and the additional services available in conference events. The document highlights the different management roles in the event industry and the management skills and personal attributes necessary to meet stakeholder needs and expectations. It concludes with measures to provide a secure and safe event venue for guests and event staff.

Managing Conference and
Events

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................4
LO1..................................................................................................................................................4
P1 Categories and dimensions of events.....................................................................................4
P2 Presnting examples of various categories in events, features and current trends influencing
events sector ...............................................................................................................................5
LO2..................................................................................................................................................7
P3 Designing an event layout to set up conference event...........................................................7
P4 Additional services available in conference events...............................................................8
LO3..................................................................................................................................................9
P5 Different management roles in event industry.......................................................................9
P6 Management skills and personal attributes necessary in event industry and meeting
stakeholder needs and expectations..........................................................................................10
LO4................................................................................................................................................11
P7 Measures to provide secure and safe event venue for guests and safe environment for event
staffs..........................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Managing conference and events are part of where application of project management,
where creative development of small and large scale personal, professional corporation take
place. Globally event management industry is vividly expanding with high range of
infrastructure innovation, well sanitized amenities and effective new scale advancement which
have generated whole scale productive competitiveness. Hilton is one of the best leading hotel
hosting various events, with high class amenities and facilities, where various number of events
are being hosted every year. The report will be discussing categories in events and dimensions
shaping within global industry, features along with the current trends which influencing
revenue sector. Study will be analysing event layout to set up conference events and new
additional services available for successful hosting, further management roles within event
industry and skills required to meet stake holder's expectations. Study will be also researching
measures to provide secure and safe event venue for guests, event staffs which are in reference
on latest safety practices which generate strong profit along with brand goodwill.
LO1
P1 Categories and dimensions of events
Hilton hosts various corporate professional events in its premises where it aims to bring
on functional scale productive innovation, high class amenities and services catering to expanded
fundamental diversity. There are varied range of categories and dimensions within large number
of events that are based on goals, target audiences which can be analysed as follows (Pan and
Zhang, 2021). Cultural events: These events are meant to enrich cultural standing of city in which they
are held creating unique festival memorable experience with wide of artistic activities.
Accessible entertainment and unexpected arts make cultural events, on which mega affair
takes place where large number of people from overseas also take participation. Cultural
event managers need skills in fundraising and finance, public relations and arts marketing
to generate new scale innovation on wider levels. International economy , and tourism
boost also gets boost where examples of cultural events are Olympics, FIFA which bring
on wide range of people from global domains to participate and amalgamate on new
cultural aspects.

 Organization events: This involves corporate, charitable and commercial events which
include product launches evolving high scale advancement in innovative business
expansion, catering to large number of shareholders. Hilton hosts large range of
corporate events such as conferences and annual meetings, where vast focus is pertained
towards innovative business functioning. The organizational event manager understands
technical, logistical and creative factors for successful completion and also preparation
stage is highly given focus for wider competent performance horizons. Trade shows: This interactive event type relies on exhibition booths for creating
memorable experiences among audience with high creative innovation catering large
number of audiences towards new imperative functional goals. Trade shows are well
known for showcasing variety of products for connecting to new range of target
customers where smart sales and marketing aspects are focused on.
 Leisure events: These are interesting managing events with diverse fields and involving
facilities such as sports events, recreating centres and parts, entertainment venues events
which involves music concerts (The Future of Event Planning: The 2020 Vision. 2018).
Leisure events are engaged in enthusiastic workforce by segmenting target audiences
having professional expertise and abilities with high range of promotion to deliver best
marketing. The event manager incorporates value adding measures to improve overall
experience with attractive screens, sound systems delivering people the best quality
services.
P2 Presnting examples of various categories in events, features and current trends influencing
events sector
Hilton hosts large range of corporate events with high range of amenities and advanced
scale goals for hosting successful events which are as follows:
Examples of corporate events:
 Annual meetings: The corporate annual meetings are held with purpose to effectively
lead new vision oriented changes for strategic implementation among company functions,
where shareholders are being invited. These meetings are required by law or governing
bodies which enable accountability to be developed among company fundamental
parameters and evolve on new targets in revenue, shareholder’s goodwill.

 Seminars: The seminar events are academic in nature which makes sense towards wider
involvement of various range of groups and massive engagement goals preferably to
focus on imperative new vision oriented functioning. Product training, employee training
are some examples of seminar events strengthening long term goals with creative
functioning and also to harness new evolved determining pace in competitive business
world. Conferences: Corporate conferences are large events where attendance numbers range
from hundreds and thousands, focused on conducting overall meeting sessions based on
specific theme content. Conference meetings are held among shareholders and
stakeholders to raise product brand awareness, increased sales aspects and positioning
company main priorities on longer time frame.
Examples of cultural events:
Olympics, Wimbledon and FIFA are some examples of cultural events which engage
cross cultural audiences at global level forming wider range of diversity.
Recent trends shaping event management industry
 Sustainable operations plays strong role as one of the latest trend in sustainability which
promises to push boundaries of both imagination and resourcefulness. Thoughtful
strategic development generates competitive new goodwill expansion functionally which
raises competent performance metrics, Hilton aims to serve all events being hosted with
sustainability ideology (7 Event Trends That Will Shake Up Meetings & Group Business
in 2021).
 Digitalization is also another key essential trend shaping events industry competitively
where people from around globe can participate, on which live streaming virtually plays
crucial imperative role.
 Customized events services engagement is also one of the new trend in event
management inviting audiences both digitally and in real life high range of exploratory
services. It enables to focus on keeping up with sanitation and safety standards for best
target market satisfactory services, raising wider scale edge marketing and innovative
goals completion.
`The above factors have analysed practical implementation of new event management
trends where Hilton hotel aims to evolve effectively within customer’s goodwill metrics

effectively. By evolving on new competitive goals and effective scale growth in event
management hosting, Hilton hotel will be able to reach on set benchmarks thresholds.
LO2
P3 Designing an event layout to set up conference event
Tesco is planning to conduct annual meeting event at HILTON which is one of the most
prestigious event of year, also there will be set up of the best facilities within event for which
there is wider scale advanced services planned up. Event layout will be based on demands and
customization requirements by client, TESCO and to serve all guests with high hygienic safety
requirements (Top 17 virtual event management companies (event planners) to partner with in
2020 and beyond. 2020). Number of attendees: Tesco shareholders and stakeholders will be attending annual
event where approx. 200 people will be invited, there will be planning based on facilities
demanded to provide new competitive scale advancement. All attendees of annual event
will be hosted with warm and high comfort by our event management teams, keeping in
mind of all safety requirements. Sitting facilities: Retractable sitting will be provided to all guests where conference
facilities combined with high focus on social distancing as one of the main measure to
keep safety and sanitation practices in check. The sitting arrangements made will
competently adhere to advanced scale aspects for successful hosting, as Hilton aims to
serve all clients with high corporate hospitality. Security: Best digital tools and machinery, CCTV cameras will be used to conduct in
depth focus on monitoring requirements. Security maintenance plays strong role for
safely hosting of event, catering to wider business scenarios and also for generating brand
goodwill (Çakaloğlu, 2021). Dining facilities: All people will be served with the best hygienic fresh food and snacks
where Hilton l aims to deliver guests as per customized menu requirements. The dining
facilities also will be as per planned structure by its corporate client, TESCO where aim
is to vitally bring forward best dining requirements.
 Sanitation requirements: There will be sanitation done at regular intervals by out trained
event management teams and employees, keeping in mind monitoring requirements for

successful hosting of event. Hilton hotel as one of the top hospitality brand hosts all
guests with the best sanitation at venue premises, temperature check equipment’s
deployed at all places to keep effective service.
P4 Additional services available in conference events
Corporate hospitality plays vital role in successfully hosting best conference events
where Hilton hotel aims to serve events with the best additional facilities to engage people more
informatively. Annual meeting will be hosted on requirements as demanded by client, TESCO
where new advanced services shall be delivered based on new competitive aspects demanded
and also keeping in mind new emergent of safety. The additional services in TESCO annual
meeting are as follows (Thomson, Proud and Dodds-Gorman, 2021). Speakers engagement: There will be various speakers who will be invited for bringing
forward sessions on marketing and brand management effectively, for which there will be
the best arrangements made. Speakers will be also able to go live where virtually viewers
can get in touch directly and also shareholders can be motivated by vision where
company aims to reach on. Best usage of digital usage will more imperatively enable
meeting holders for having high comfortable experience at event, where high tech digital
tools will be used. Outdoor catering facilities: There will be advanced outdoor catering facilities formed
based on requirements and high standards services. Catering facilities will be provided as
per requirements as demanded among new scenarios, within successful hosting of annual
meeting. Proper sanitation aspects will be taken care to deliver high competencies
measures and also adhering to varied scale competitive factors (Sutawidjaya and
Nawangsari, 2020).
 Event diagramming in 3D: It is essential to have complete detailed picture of event
layout to ensure that effective floor plans, seating accommodations are developed as
demanded by clients. 3D event diagramming software provides accurate, customizable
collaborative project planned in structural aspects. Event diagramming tool facilitates
effective communication which gives client peace of mind and leaves various aspects in
visualized format. Event diagramming generates viable competent scale competencies on

which Hilton hotel aims to use the best digital tools, platforms for larger vivid competent
goals.
LO3
P5 Different management roles in event industry
 For managing an event there are different types of management roles which are as
follows-
 Event planner: Event planner is a person who will take whole responsibility of a
successful event (Davidson, 2018). They will perform different management functions
like planning, directing and controlling of an event. Furthermore, they arrange complete
event in a systematic way from booking venue, logistics, food and beverages to
decorations and many others. They might even handle larger scale events like
conferences for more than thousands peoples, corporate meetings, whole wedding, trade
shows etc.
 Event manager: They are responsible for organisation of a successful event. Event
mangers perform different tasks such as booking venues, communicate with clients and
suppliers, managing budgets and invoicing, handling logistics, and managing risk etc.
Their main objective is to ensure that peoples get the same as they demand. In addition to
this, they are involved in planning and execution of event with brand building, marketing
and communication strategy (Martin and Osterling, 2017). However, they are preparing
an event record which includes schedules, initial proposal, contacts, committees, budgets,
theme and program and marketing.
 Marketing manager: They are responsible for delivering and developing marketing
strategies and implementing those strategies in events or programs. Marketing mangers
promote and expand services which includes advertising, marketing and recruitment
advertising opportunities. However, they help in developing events by organising
appropriate sponsorship for external events. In addition to this, they implement system
with managing invitations, guest list, sign up, discounts and deliver event with in time
and given budget.
 Catering service manager: They are responsible for inspecting quality of food and
managing catering services for events and programs. They play a crucial role in ensuring

that the food delivered to guest is in accordance with high standards of hygiene. The
reason behind this is to increase guest satisfaction and make event successful.
 Logistic manger: They coordinate and monitor supply chain operations of complete
event. Logistic manger perform different functions like pre and post events, managing
transportation and accommodation, meeting rooms, produce conference hangouts,
maximising values by minimise wastage and run 'Help Desk' (Vatoropin and Startseva,
2017). However, they also focus on warehousing and distribution, delivering
management and loading schedule, reservation of tickets of guests any many others.
 Venue manager: A venue manger is a person who is responsible for booking location or
event space for the event. They hire, schedule, train and supervise in house staff and keep
track of the safety and cleanliness of the facility.
◦ P6 Management skills and personal attributes necessary in event industry and meeting
stakeholder needs and expectations
 Many skills are required for becoming a successful event manager. Some
management skill and personal attributes of event managers are underlying below:
 Organisational skills: This skill is foremost required in event managers because they
organise whole event and work in a team. For organising an event, manager must do all
the planning relating to event (Bouchon, Hussain and Konar, 2017). After planning of
event they organise event by informing whole team about time, budget, venue, and
appointments. Organisation skills are the backbone of balancing and managing people,
schedule, vendors. However event manger requires all event coordinator skills as well as
they must be well organised and ability to do multitasking work.
 Time management skills: Time management is an important event skill which is
required in people managing the event. However, they always don't have enough time to
perform all the task as per customer requirements. So a capable manager know how to
manage their time and they also have an ability to work under pressure. Event
management is all about planning and re- planning of an event with their team mates in
the given time.
 Problem solving skills: For becoming an successful event planner an individual must
have an ability to solve any problem. With help of this skill event manager can take quick
actions and decision in positive as well challenging situations (Causin Ph and McCarthy

2017). They always concentrate on getting things right in event by mainly focus on
solutions of problem. However, the event planners are more creative and innovative so
they solve the problem by evaluating best possible solutions of a problem.
 Negotiation Skills: Event mangers require negotiation skills when looking for the best
prices while booking a venue. However, in order to ensure that the event is more
profitable then organizers need to be expert in negotiation. Event planners must always
keep in mind about long-term relationship while talking with vendors and contractors.
Strong negotiation skills are also required by mangers at the time of dealing with
customers. Moreover, negotiation skill is beneficial for both the parties who are involved
in the business.
 Communication and interpersonal skills: An event manager has to work with their
team in order to ensure for a successful event. It is important that event organizer
understand the requirements of clients and then find best alternative ways to full fill their
need. Communication is one of the most important aspects required for becoming an
effective planner. All events mainly depend on effective communication from initial
development to actual execution of an event. So communication play an important role in
event management industries.
LO4
P7 Measures to provide secure and safe event venue for guests and safe environment for event
staffs
During the recent global pandemic there has been wide range of changes seen in
providing safety and security aspects to all guests for event completion successfully where
Hilton hotel takes following steps: Creating security checkpoints visible: Usage of wide range of advanced CCTV cameras
and best technology to monitor security aspects play strong role, for bringing instant
steps. It is also essentially integral for keeping high focus on social distance and
sanitization services for all visitors in corporate events, which generates wider goodwill.
Creating security check also enables Hilton to keep up with benchmarks of quality
services, adhering to competitive security factors for larger working efficiency.

 Developing emergency plans: Location of staff rooms, resource executive planning plays
strong role in successful conducting of event where communication of emergency plan
need to be adhered (Madray, 2020).
The above discussed are safety, security measures for corporate events which differ
variably with cultural events precautions towards safety and security aspects as they host more
audiences. Within cultural events staff screening and developing measures to match Ids to
registration information plays strong role as security measures for providing guests safe
environment and successful completion. Matching Ids to Registration information’s: It is essential to make sure people who
attended event actually have performed registration requirements, where it is essential to
collect identifying information in advanced when they register. Collect multiple data
points like name, date and scanned addresses, which will make it harder for intruder you
assume someone identity.
Recommendations within future operations:
 Considering cyber threats will enable to strategically work towards new advanced digital
security potentialities by projecting guest’s data, identities linked with various devices
which productively enhances competent functional strength. It will keep focus pertained
towards privacy management of all guests and identify potential external digital threats,
where corporate events have to be managed as per new evolving scale operations. Considering expertise hiring within security aspects also enables to frame strong
framework of security and safe conducting of corporate events. This will generate
effective usage of resources with trained professionals in direct touch, enabling new
competencies to be reached on (Dillette and Ponting, 2020).
CONCLUSION
From the above report it was concluded that managing conference and events plays an important
role in event management. The above study explain different events like cultural, organizational,
leisure , trade shows and many other events. In addition to this, the project discussed some
corporate events and current trends includes annual meeting seminars which influence events
sectors. Furthermore, report outlined designing of event layout for annual general meeting of
Tesco. the present study also highlighted additional services like speaker engagement, outsiders
catering, event diagramming in 3D. With assistance of above study different management roles

in event industry was identified which includes event planner, event manger, catering service and
venue mangers. Moreover, this case scenario illustrated different management skills like time
management and problem solving skills which helps in meeting out stakeholder needs and
expectations. At last the current report highlighted some appropriate measures required for
security and safety of event like emergency plan, CCTV and more.
REFERENCES
Books and journals

Bouchon, F., Hussain, K. and Konar, R., 2017. Event management education and event industry:
A case of Malaysia. MOJEM: Malaysian Online Journal of Educational
Management. 3(1). pp.1-17.
Çakaloğlu, M., 2021. Marketing Innovations in Industry 4.0 and Their Impacts on Events
Marketing. In Impact of ICTs on Event Management and Marketing (pp. 33-52).
IGI Global.
Causin Ph D, G.F.G. and McCarthy Ph D, T., 2017. Event planner sensitivity to the needs
individuals with visual disability at meetings and events. Journal of Human Services:
Training, Research, and Practice. 2(2). p.3.
Davidson, R., 2018. Business events. Routledge.
Dillette, A. and Ponting, S. S. A., 2020, December. Diffusing innovation in times of disasters:
considerations for event management professionals. In Journal of Convention &
Event Tourism (pp. 1-24). Routledge.
Madray, J. S., 2020. The Impact of COVID-19 on Event Management Industry. International
Journal of Engineering Applied Sciences and Technology. 5(3). pp.2455-2143.
Martin, K. and Osterling, M., 2017. The kaizen event planner: achieving rapid improvement in
office, service, and technical environments. Crc Press.
Pan, Y. and Zhang, L., 2021. Roles of artificial intelligence in construction engineering and
management: A critical review and future trends. Automation in Construction. 122.
p.103517.
Sutawidjaya, A. H. and Nawangsari, L. C., 2020. Integrated Project Management Planning and
Event Management in Service Industry. In 4th International Conference on
Management, Economics and Business (ICMEB 2019) (pp. 58-62). Atlantis Press.
Thomson, A., Proud, I. and Dodds-Gorman, R., 2021. Virtual Reality for Better Event Planning
and Management. In Impact of ICTs on Event Management and Marketing (pp.
177-198). IGI Global.
Vatoropin, A.S. and Startseva, N.N., 2017. Event managers: the process of formation in modern
Russia. Sociological Studies. 7(7). pp.32-42.
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