Different Categories and Dimensions of Events in Event Management

This document provides an overview of the different categories and dimensions of events in event management. It discusses the features and current trends influencing this sector. It also explores the event layout to set up a conference or event to meet client brief and highlights the additional services available with conference or event management to meet client’s requirements.

Managing Conference and
Events

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Different categories and dimensions of events.................................................................3
P2 Different categories of events, features and current trends influencing this sector..........4
TASK 2............................................................................................................................................4
P3 Event layout to set up a conference or event to meet client brief.....................................4
P4 Additional services available with conference or event management to meet client’s
requirements...........................................................................................................................4
TASK 3............................................................................................................................................4
P5 Different management roles in event industry with reference to event industry..............4
P6 The management skills and personal attributes to work in event industryAll the skills
required by an event manager important in order for this industry are mentioned below:....5
TASK 4............................................................................................................................................7
P7 Appropriate measures to provide safe and secure events for environment, staff and
customers................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
The activities done by individual in order to create a ceremony common, wedding or any
such corporate event into a successful one is called event management. It has been analysed that
around £39 billion is amount in United Kingdom which has been invested in event management
directly. In context to this report company Butter & Company and The Waldorf Hilton have been
chosen. In this assessment there are a number of dimensions included regarding event
management. The assignment is also putting light upon a critique which says that how can
development of events within different categories and design layout can be done. It is important
to organise and execute all the functions of management in a business in order to grow and
survive (Boyer and et. al., 2015). Similarly, event management is also an ability to apply skills so
that large formal parties, concerts, conferences, conversations, ceremonies and other such events
can be organised. The firms included in this report provide different services including events
such as weddings, parties, meetings, conference and others. A description of management rules
as well as skills required for event industry is also mentioned in report. At last it mentions about
various security provisions in order to enhance security and safety in such events.
TASK 1
P1 Different categories and dimensions of events
Events can be said to be planned management done by individuals in order to maintain any
occasion (Bowman and et. al., 2017). These are considered under MICE industries. The
organisations need a good place to conduct their business from and meet their clients. Also, these
events can be divided into a number of categories. It is also seen that there are a number of
categories in which these events can be divided. Such events are mentioned below:
 Hallmark events: The events in these categories include all the events which are done
once a year some of the examples of such events can be Tomorrowland which is mostly
to be conducted in Berlin. Sydney gay Mardi Gras and a number of other musical fest are
included in it.

 Mega events: These are the events which are conducted on an international level it is
majorly done in order to connect with society and economy. Events like Olympic games,
FIFA World Cup and so on can be included in this type of events.
 Major events: There are a number of business organisation like Apple, who host such
event when they require to launch a new product in the market. It is usually a boutique
style event and also has restricted following for a particular subject.
 Minor events: These are all those events which are conducted by local governments.
Cultural, social and also entertainment are considered such topics in which these events
can be performed (Bengtsson-Palme and Larsson, 2015). Examples of such event can be
man from snowy river Bush festival in Coryyong which is hosted by local government of
Coryyong. Other than this there are certain corporate events within mice industries which
are mentioned below:
 Meetings: Under this type of corporate event a number of decisions are to be taken by
any company through their directors and stakeholders. At the end of this event the
information is being shared upon which the purpose of meeting is relied.
 Exhibitions: These are promotional events which come under corporate events where
visitors are informed about a number of services and products which are available within
a specific industry. They basically include the guest from same industry or trade.
P2 Different categories of events, features and current trends influencing this sector
Taking in the present condition, it is necessary by every organisation to bring in continuous
innovation in event industry as it is directly helping organisations to perform well. There are a
range of factors which these organisations need to focus upon. It can be seen that average every
individual discard 0.29 tonnes of waste (Bradford and et. al., 2016). This totals to 0.41 tons of
waste in compact car day. They can use various technologies in order to utilise reuse and
compose plans at the venue. Still there are a number of people who will participate in creating
these heaps of waste. It is important to realize that what is important and what is not important
for company. It is also seen that carbon emission play an important part in planning for any
event.
Also 41% of waste of this sector is dumped in landfills which needs to be looked upon. The
Butter & Company and The Waldorf Hilton are taking a number of steps towards it. Those steps
are mentioned below:

 Required to develop missed stations with proper signs which give instructions to
monitors and also helps attendees as well as exhibitors to sort their waste.
 Destination, a proper venue, as well as focusing upon caterers are being recruited by
companies with the help of a number of recycling programs.
TASK 2
P3 Event layout to set up a conference or event to meet client brief
For an event company like those mentioned in this report which is required to develop a
design thorough layout programmed which comprises of a number of services that might eat in
reaching all the requirements for an event for example there are 50 guest coming to an event.
Also if it is designed properly event management company can go to a certain theme for the
event such as white and purple combination of party package which will reach to every guest
invited in event (Fung and et. al., 2015). The event management company have also decided to
send some chocolates with the invitation. Other than this guest are welcome with two drinks one
hot and a cold.
In order to meet the requirement of minimum square feet is below is all the information required
about the event:
Room Size (Minimum Square
Footage)
Sit-Down Dinner (8 guests at a
60” table)
Sit-Dow Dinner (10 guests at
a 72” table)
1,000 Square Feet 80 Wedding Guests 80 Wedding Guests
1,200 Square Feet 96 Wedding Guests 100 Wedding Guests
1,400 Square Feet 112 Wedding Guests 110 Wedding Guests
1,600 Square Feet 128 Wedding Guests 130 Wedding Guests
2,000 Square Feet 160 Wedding Guests 160 Wedding Guests
2,200 Square Feet 176 Wedding Guests 180 Wedding Guests
2,500 Square Feet 208 Wedding Guests 200 Wedding Guests
3,000 Square Feet 248 Wedding Guests 250 Wedding Guests
3,100 Square Feet 256 Wedding Guests 250 Wedding Guests
3,500 Square Feet 288 Wedding Guests 290 Wedding Guests
3,700 Square Feet 304 Wedding Guests 300 Wedding Guests

Apart from these spaces there are also need for some extra space in which the client can
have meetings with the managers and employees of event management company.
Space for head table: Additional space of 400 ft.² is required so that there can be an elevated
head table which is usually for bride and groom in the marriage function (Geppert and Roessler,
Avaya Inc, 2018).
Space for dance floor: It is essential to make a space for dance floor as well. In order to fulfil
these purpose organisation make a space according to the guest in order to organize a successful
event.
Space for band: Normally a four piece of band is required which is 12 x 20 stage. The
communication with DJ is also necessary while the program is going on so a special space on the
stage for the same is to be made. There is also a requirement for 10 x 10 space to accommodate
all the speakers, equipment’s and a table.
P4 Additional services available with conference or event management to meet client’s
requirements
It can be seen that even sector is rapidly growing and also most of the people prefer to
higher even management company even for small events in order to facilitate them in organising
things in an effective manner. A number of facilities provided by event management company
rather than the regular functions are below:
DIY events and meetings: There are a number of websites which have been established these
days in order to manage an entire industry of events with help of collection of small and local
gatherings. The companies mentioned in this report are coming up with a number of unique ideas
for their future clients such as DIY events and also giving them a number of various planning
advices.
Virtual reality experience enhances events: Virtual reality is helping in changing event
attendance along with the coming future. Here there are respective organisations mentioned in
the report which provide their client with such different and unique experiences. Virtual reality is
a great way to enhance events specially a trade show.

TASK 3
P5 Different management roles in event industry with reference to event industry
It is important for individuals to maintain good relationships between all the departments in
order to gain success and growth in an organisation. While technology and internet bring
different opportunities to such companies. Below mention all management roles for various
personals:
 To manage all the operations and understood the functions which will help in efficient
delivery of task.
 To assist maintenance of tasks and preparing budgets using reconsideration concepts as
well as reporting work along with required time to manage supplier relationship.
 Maintain time required and all the priorities within an organisation such as the Waldorf
Hilton and Butter & Company require to build every project. It is necessary that
executives maintain communication and from effective relationship with their clients no
order to retain the current clients and also develop new opportunities in future.
Below mentioned are job opportunities present for event management:
 Conference Architect: Their major focuses on objectives of events as well as rate of
interests. They look after overall event planning in order to deliver process through which
they will examine various areas in order to enhance the processes (Getz and Page, 2016).
They are also responsible for building and tailoring of structure of an event.
 Digital Analytics Manager: Digital analytics require high skills and career rising is also
high in event industry. There is a number of data and information available in market
which can be analyzed through digital resources in order to achieve productivity and
revenue. This may also help Butter & Company as well as Waldorf Hilton to achieve a
better experience for their clients.
These are all management roles as well as job opportunities in an event industry which will
help in enhancing performance for every operation in an effective and efficient manner.
P6 The management skills and personal attributes to work in event industryAll the skills required
by an event manager important in order for this industry are mentioned below:
It is necessary by an event manager to possess negotiation skills when they are dealing with a
number of suppliers, contractors as well as venues.

 They also need to have experience in various problem solving skills, experience in
project management as well as diplomacy (Goddard and et. al., 2015).
 It is required by managers at Butter & Company and The Waldorf Hilton need to possess
self-motivation as well as enthusiastic in order to attract a number of client and customers
towards the services for which they work in the market place.
 Interpersonal and communication skills are also necessary skills required by each and
every organisation working in this industry.
 The event manager of Butter & Company and The Waldorf Hilton are required to possess
the skills of budget management in an effective and efficient manner.
 The employees working in Butter & Company and The Waldorf Hilton need to possess
skills such as enthusiasm and self-motivation which will help them in completing their
tasks efficiently and bringing in maximum customer satisfaction.
 The employee working in Butter & Company and The Waldorf Hilton should have time
management and skills to work under pressure in order to effectively and efficiently
running their activities as well as operations.
 Companies also require to attract a number of sponsors and employees towards them who
need to have marketing skills as well as increase their revenues and profits.
 It is important that event manager in such firm are target driven, flexible as well as
proactive so that they can handle administration as well as manage all the task related to
services such as information technology.
The organisation such as Butter & Company and The Waldorf Hilton employees need to
have a number of innovative skills so that they can convince all the targeted individuals for
rendering the services which are provided by them in order to maximise profits and revenues for
organisation.
All the managers as well as employees working in organisation need to acquire these skills as
well as knowledge to complete their tasks. Employers can easily grab a number of opportunities
through external as well as internally training their employees (Gregory, 2015). As the
employees have direct contact with clients and their guests it is important to develop these skills
to manage a successful event. The event can be successful if it is managed properly and
effectively by organisation. There are various skills which are required for event manager to
manage event that are described below: Any event can be successful if it is managed effectively

by an organisation. There are a number of such skills which an event manager requires to possess
in order to provide profits to organisation and provide customer satisfaction. Below are its
detailed descriptions:
Vision and Intuition- It is essential that butter & Company as well as The Waldorf Hilton need a
vision in order to make an event successful. They need to provide effective services in order to
achieve satisfaction as well as profits. Also, they need to continue following an intuitive
approach so that they can move towards success (Jeanne and Korinek, 2018).
Time Management- Butter & Company and The Waldorf Hilton need to take care of time while
managing an event. It is very essential to make a strategy and plan which will be drafted
according to the time required for each activity. Also, managers need to make sure that they
don’t deviate from their plans.
Eye for Design- The event manager needs to always be alert and keep an eye for creativeness,
innovativeness and unique designs so that they can have a competitive advantage on their
competitors. This can provide assist to Butter & Company and The Waldorf Hilton in order to
gain advantage and their clients attention.
Flexibility- The plans and strategies made by event managers need to be flexible so that they can
deal with require changes in environment. This is also important to take quick decisions and
meet the required goals and objectives in specified time. This results in customer satisfaction as
well (Kripalani and et. al.,2015).
It is very crucial for event management companies like Butter & Company and The Waldorf
Hilton so that they can successfully organise events. Whenever any event is organised by them,
they receive a lot of appreciation as well as rewards from their clients.
TASK 4
P7 Appropriate measures to provide safe and secure events for environment, staff and
customers
The event venues as well as environment for Butter & Company and Waldorf Hilton is
required to be secure and safe. There are a number of key management responsibilities which
they need to follow. Below mentioned are some of those key responsibilities of management:

Client requirements: It is important for these companies to create an event appropriately in such
a way that all the client’s requirements are met (Mourad, 2016). There are a number of
specifications from client which are needed to be met in order to build up an event in an
effective manner.
Strategic Planning: There must be a strategic plan effectively created which properly helps in
leading to target customers. This will help in leading the event management firm towards
effective coordination and cooperation.
It is required by Butter & Company as well as Waldorf Hilton to prepare needed action plans
so that specific roles and responsibilities for the event. Also, a number or action plans are
prepared which need to be safe as well as secure. This will help in upgrading training as well as
development of live event monitoring, evaluation as well as proper report for event. There are
also a number of legislations which include health and safety within workplace as well as their
premises (Nouvellet, and et. al., 2015). These legislations include planning development act
2001, fire services act 1981, health and safety act at workplace 2005, personal protective
equipment at workplace regulation 1992 and so on. These rules and regulations are required to be
followed by event management firms in order to make sure that health and safety of their clients
as well as employees are taken care of effectively.
CONCLUSION
From the above report it can be concluded that event management plays an essential role as it
helps in studying brand, identification of target audience in order to effectively manage and
event. There is also a process of coordination as well as planning which is need to be carried out
in order to conduct an event positively. Other than this, there are various events such as
weddings, sports, meetings as well as conferences on which these strategies can be applied. It is
important for an organisation to come up with latest technologies which can help them in
competitive market in order to attract most of their customers. There are different rules and
objectives which are to be achieved in different kind of events. Every management requires
certain set of skills and attributes in order to successfully conduct an event and stay in this
industry. It is essential for these qualities to be flexible so that any future problems can be
tackled easily while conducting an event.

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