Unit 7 - Managing Conference and Events

Managing Conference
and Events

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Several dimensions and categories of events...................................................................3
P2. Current trends and features which influence events sector..............................................4
TASK 2............................................................................................................................................6
P3. Design an event layout to correctly set up an event or conference to meet particular client
requirement.............................................................................................................................6
P4. Examine additional services available within the conference and event and importance to
provide them to meet particular client needs for added value................................................7
TASK 3............................................................................................................................................9
P5. Several management roles within event industry, with context to current job opportunities
in the sector.............................................................................................................................9
P6. Review the management skills and personal attributes needed to stakeholders exceptions
within event industry............................................................................................................10
TASK 4..........................................................................................................................................11
P7. Explain the appropriate measures needed to provide a safe event venue and provide safe
environment for guest and event staff with specific examples.............................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Managing conferences and events are most essential functions which usually includes all
type of management activities within the competitive business environment. It mainly involves
organising, implementing, planning of several activities in order to conduct successful events and
conferences. Along with this there are different types of events like trade show, live show,
occasions and festivals as well. All these are controlled, managed and monitored by the manager
of an organisation, who are mainly engaged in different forms of business from various event
management. This assignment is based on Holiday Inn hotel, which is one of the best American
brands of hotel and hospitality organization was founded in the year of 1952 by Kemmons
Wilson. It is headquartered in UK and provides its better services large number of location
globally. Moreover discussion will be based on investigate of various categories and dimensions
of event within event sector (Tego and et. al., 2017). After this there are different types of
professional standards in order to evaluate room set up for events and conferences. Lastly, this
report will focuses on management skills and explanation of measures which is required to
manage safe environment in event for overall staff and guest members.
TASK 1
P1. Several dimensions and categories of events.
In the current scenario there are different types of events which is used by Holiday Inn.
This hotel always focuses on arranging unique events in order to attract large number of
customers in a proper way. Respective firm mainly organises attractive events in order to
maximise their overall profitability by increasing profit margin effectively. There are some
various categories and dimensions of event, those are listed below:
Cultural events or charity events: This type of events which are mainly organised to
maximise knowledge and strong relation with people at marketplace. With the help of this people
can get huge knowledge about their culture (Van Der Vegt and et. al., 2015). Whereas, charity
events mainly includes funds increment in order to build trust for customers by organised event.
In context with Marks and Spencer they always make such type of events by which they can
fulfil customer's and society's needs in a short period of time. Therefore, this category of event
used by Holiday Inn to make its customers or clients happy.
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Private events: This sort of events owned by the person who has responsibility to
organise each and every function at particular place on time. According to this sort of event
general public or individuals are not suppose to come without any invitation. In reference with
Holiday Inn they are focusing to organising this type of event in order build strong relationship
with other companies and business members to increase their overall growth and goodwill at
marketplace (Seda and et. al., 2018). Apart from this there are also few events like birthday
parties and all which comes under the private event.
Corporate events: All type of business entity or industry can prepare effective event in
order to build strong relationship with people. Overall plan of events mainly includes providing
good venue, perfect food quality, conferences and seminars and so on. With the help of these
type of factors firms can make better plan for event and organize in a proper place in which
people can stay freely and do not face any kind of difficulties. In reference with Holiday Inn
manager of this hospitality organisation always make better event plan in order to build good
relations with customers and clients by providing effective goods and services within the
seminars and events. It can be considered as the strength of this respective firm to deal with
different suppliers, customers, dealers etc. Therefore, it is very essential part of business in which
manager has responsibility to arrange corporate events in an effective manner.
Dimensions of events
Sports events: These type of events generally made for those type of people who are
really interested in sports like world cup, Olympics and so on. In order to make this type of
events players have responsibility to do different things. In relation with Holiday Inn they always
make this type of event but before they study all the governmental rules, policies and legislations
in order to give benefits for players and arrange better services for them.
Mega events: This type of events are managed and conducted for short period of time
globally (Owan, Garbini and Devasia, 2018). Main aim of this event is to increase people
confidence towards work at marketplace. According to Holiday Inn they make this event in order
to meet different people and get some unique knowledge globally.
P2. Current trends and features which influence events sector.
In order to arrange effective event is one of the crucial factor for every business within
the dynamic environment. At present time, most of the businesses try to give their best at
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marketplace by observing needs of current trends. There are different types of trends which
reflects event activities, mentioned below:
 Firstly, event manager or any event firm should ensure that they will provide better
services to their clients and customers with full of satisfaction. Along with this, they must
give proper health and safety tools at event place so that people can enjoy their event
effectively.
 During the ethical events, event manager is needed to concern about various things like
birthday parties, wedding hall, festival gathering and so on. With the help of this
illustration they can make different thoughts and achieve desired goals.
Different trends which influence event industry
Venues: It is very essential factor which mainly affects the overall working firms who
are organizing appropriate events at very good place. It will reach business at higher position at
public place. Therefore, venue of event always should be in a better place so that people can get
attracted and feel joyful. So that every event industry should always focuses on their event place
and decide venue place according to customers wants (Pitaliya, Infosys Ltd, 2017).
Safety and security: This factor plays vital role within the every firm of event which
mainly influence business activities at positive or negative way. In reference with Holiday Inn
manager always provide various safety tools for customers in order to increase their organization
reputation at good level. If they will not focus on this then they can get affected in a negative
way.
Critique the development of event sector
At current scenario event industries plays vital role in order to develop effective events at
both large and small level. Therefore, events are increasing rapidly day by day which affects
business at positive or negative manner. These sorts of industries always developed with the help
of mega events to gain huge profit at different market level. In reference with Holiday Inn, with
the help of these events factors they can implement on new things and able to gain better position
in marketplace.
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TASK 2
P3. Design an event layout to correctly set up an event or conference to meet particular client
requirement.
Designing layout refers to the different types of factors which is used by business to
make unique designs in order to attract large number of customers. Attractive structure of layout
always fulfils customers’ expectations and give better experience to clients at every time within
the event industry. In context with Holiday Inn, they always consist customer requirements and
gives them very unique quality of goods and services in order to increase firm's productivity as
well as profitability. Therefore, theme for the conferences and events are different which can be
understand by different ways, those are given below:
Adventure location: For this specific area decided theme will be the combination of lots
of dark colours by which event industry can easily attract large customers in a perfect way.
Theme can be the form of dark purple and sky blue (Preuss, 2016).
Cultural location: In order to facilitate this type of event, it consist light colours like
pink, white which gives better loon and attract customers.
Healthcare location: For this type of particular location they always focused on light
colours in order to give healthier and positive environment, so it influence people in a positive
way.
Luxury experience: In order to give precious experience to people they always used lots
of dimensions of colors to give better attraction for customer in their life.
Spa and wellness: According to this type of location event manager always select
different types of colours like off white, Gray and so on. With the help of these sorts of colours
they can make its environment better and attract large number of customers.
By having different types of designing layout or factors event manager can easily meet
customer’s expectation and always gives them better experience to increase future growth
properly. (Barkley and et. al., 2017).
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P4. Examine additional services available within the conference and event and importance to
provide them to meet particular client needs for added value.
(Source: Corporate Events, 2018)
According to the above mentioned factors it can be said that all those effective layout and
factors directly influence overall industry business in a positive way. In relation with Holiday Inn
with the help of using these sort of factors they can manage their hospitality firm in a well
manner. Along with they always offered better accommodations and facilities to people by
focusing on their overall comforts at every movement. During this scenario events and parties
also arranged by this hotel as per customer's choice. Generally, it includes various type of health
and safety tools, delivering services on time, perfect quality of food and so on. From all these
facilities customers can get huge satisfaction and directly increase overall brand image of this
hotel in front of the marketplace (Jones and et. al., 2015). Through offering this sort of services
to customer’s respective firm also focusing on location as well by which they can satisfy their
needs and wants. With the help of giving so many services firm is able to bring innovative
changes within guest’s demand and able to gain competitive environment at marketplace. Apart
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Illustration 1: Corporate Events

from this there are few ways which is managed or controlled by management team of this firm,
those are listed below:
Area for buffer or food: According to this, managers are needed to focus on various
arrangement skills like attractive foods stalls with effective quality of food and so on. They also
should have limited people so that other people can't get influence and make organisation
effective.
Space for cake table: Cake cutting is the most essential and different things for clients
and customers as they always want big hall and table so that they can invite so many people in
order to gain better enjoy. It will help people to take very good experience and increase firm's
value.
Proper space for dance floor: In order to make better floor for dance in the event it is
necessary for manager to consider customers first and make plan accordingly. It will increase
employees confidence towards them and reach them at higher level.
Enough space required for the stage: For organising overall events and conferences
manager of this industry are needed to cover 200 sq. ft area so that people can easily adjust and
enjoy till they want. With the help of this they can get better success in future (Getz and Page,
2016).
Furthermore, in current scenario there are large number innovative trends which all are
beneficial for all type of event industries by which they can stay for long period of time at
marketplace and get higher position. Therefore, there are different factors by which event
industry can achieve good success, some of them are given below:
Wireless technology and Sensors: This technology is very attractive for all people, with
the help of this they can get better services and increase industry value in a proper way. These
sorts of technologies includes GPS, Bluetooth, WI-Fi which is given by firm in order to enhance
profits as well as growth at marketplace. With the help of this they can transfer their important
information to its customers and give them better experience (Horne, 2017).
Utilization of innovative technologies: There are various kinds of innovative factors
which can be applicable on conferences and event industries. It includes inventory control, video
conferencing, qualitative room services all these shows the utilization of innovative techniques
within the industry. By giving this sort of services to customer’s/clients event industry can make
their vision attractive and able to gain better advantages.
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Total quality of management: It refers to the regular process of reducing or eliminating
errors within streamlining supply chain management, manufacturing, improving overall
experience of customers and ensures that employees are taking efficient training in a proper way.
Along with this, the main aim of TQM is to hold so many aspects which involved within the
production process acceptability for quality to the final product and services. Along with this it
will help to firms for organizing a better event in a proper way. With the help of total quality
management manager of event organizer can easily develop better ways and plan in order to
achieve organizational goals in a perfect way. Total quality management also very helpful to
employees by which they can get encouraged in a right way. With the help of this they can
reduce competition and able to gain opportunities at marketplace.
TASK 3
P5. Several management roles within event industry, with context to current job opportunities in
the sector.
Within the event industry there are various role and opportunities which is taken by
managers and leaders. There are some specific roles which is based on manager, event manager,
decorator in charge, talent manager, food and beverages manager and so on. There are few
management roles which all are played by different managers, those are following as under:
Event manager: According to the Holiday Inn hotel, manager who always controls and
concentrates on various plans and activities always gain better success in their future and also
able to fulfill their customers’ needs and demand. Therefore, manager is responsible to make
effective and attractive plan in order to satisfy customers at various levels and make themselves
attractive in front of people. It helps them to encourage its team members so that they can work
accordingly.
Food and beverage manager: In reference with Holiday Inn, manager always ensures
that they mainly prepared various food items with unique quality in order to make customers
happy (Huang and et. al., 2015). By making food items following different hygiene scenario they
can achieve large number of customers goals and able to eliminate various errors from the food
preparing process within the organization. They also serve food with unique ways which attract
customers at various levels. Along with this they are needed to concentrates on food items for
special occasions by which they fulfill clients requirement within the industry.
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Thus, this can be said that there are several types of roles which is played by different
managers in order to give better services to clients/customers at every time (Bell, Schwenke and
Lester, 2016).
P6. Review the management skills and personal attributes needed to stakeholders exceptions
within event industry.
According to present scenario there are lots of task in relation with events and
conferences which all are played by manager within the industry event helps firm to reach higher
position globally. There are some skills within Holiday Inn, those are listed below:
Management skills:
Communication skills: This is performed by every event industry in order to
communicate different types of clients within the marketplace. By having effective
communication skills firm can make their potential clients and able to provide them better
services as per their desire. It helps employees to achieve organizational goals by focusing on
their various aspects which is related with firm as well as their betterment of future (Hashemi
and Burstein, 2019).
Interpersonal skills: For this event manager always work within the group, it means
they share their overall views and ideas with different people in event industry and make strong
relationship with them. With the help of this sort of skills they can make effective decisions in
order to make appropriate services to overall customers. On the basis of this people can get
attracted in a proper way and provide numerous services to clients so that they can get satisfied
and make the organization attractive.
Personal attributes:
Confident: It is very necessary for each and every manager of industry, by which they
can deal with various clients in a proper way. By having confident personality, they can
influence customers towards their work and able to book so many appointment to arrange event
and conferences within the industry.
Creative: Creativity is one of the best thing to bring innovative ideas and thoughts in
order to give better satisfaction to customers in an effective manner (Hamilton, Google, 2016). In
relation with Holiday Inn manager always guide to its team members and always try to make
better strategies to give better experience in the firm.
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TASK 4
P7. Explain the appropriate measures needed to provide a safe event venue and provide safe
environment for guest and event staff with specific examples.
According to the competitive scenario most of the firms are needed to focus on various
safe and security tools within the specific hospitality organisation. Within the event industry
manager mainly considered on electrical issues, human safety and so on. It helps customers to
arrive at hotel with peaceful mind (Geppert, Roessler and Avaya, 2018). There are some
measures related to the safe event venture and safe environment provided by an organization to
their gust and event staff. These are explained below:
ID checks: In order to keep secure visit, the event manager of an organization must
ensure that an individual who attend a specific event must be related with it. In this event, event
manager has responsibility to ask for identification information or data in advance before the
event while they register to join that event. Along with this, multiple information or data points
can also be collected which involves name, address, mobile number, date of birth and many
other details. This can be also completed for the staffs along with clients to ensure that no outside
get involve in event.
CCTV: This is important and essential measures which must be used by event manager to
provide safe environment and safe event to the guest and even staff. The closed-circuit television
camera helps in identification of videos of members whose have to participate in event. As there
is less or no probability of entering outsider. It also assist in getting instant confidence among
guest in term of safety and security of place.
Protection of the theft or crime: This is effective safety tools for overall event industry.
It works when managers are not able to manage difficult situation then they can apply other
protection systems to people so that they can feel good and also gives better feedback to the
customers in a proper way.
Fire and electricity: In this world every event industry needs to analyses their goals and
objectives within the workplace. Along with this they are needed to have specific security tools
so that they can make them different at various level of marketplace. All these are essential
because sometimes industries faces few issues that includes gas leakage issue, short circuit and
so on, which directly influence people so that manager is needed to provide various safety tools
to satisfy customers needs
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Therefore, all these factors can be considered by an organization in order to organize
event within industry (Cooke and et. al., 2016).
CONCLUSION
On the basis of above report it has been concluded that, while conducting different types
of conferences and events industries are responsible to manage every activities on time. With the
help of this they can get better feedback from their clients and make themselves attractive in
front of others. Along with this, they provide better services with effective quality to their
visitors and clients as well. By giving them lots of better services at appropriate area firm can
make them attract and able to achieve desired goals. With the help of this they can give better
performance to customers so that they can get attracted and increase their profit with high
profitability by gaining competitive scenario.
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REFERENCES
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conference call. U. S. Patent 9,635,314.
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Cooke, E., and et. al., 2016. System and method for managing concurrent events. U. S. Patent
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Geppert, B. and Roessler, F., Avaya Inc, 2018. System and method for managing incoming
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Getz, D. and Page, S., 2016. Event studies: Theory, research and policy for planned events.
Routledge.
Hamilton, R. W., Google LLC, 2016. Managing delayed participation in a communication
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Hashemi, S. and Burstein, F., 2019. A Framework for Managing Cognitive Load in Electronic
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Horne, J., 2017. Sports mega-events. Sport, Media and Mega-Events, p.19.
Huang, H., and et. al., 2015. Method and system for managing meeting resources in a network
environment. U. S. Patent 9,203,875.
Jones, B. T., and et. al., 2015. Sharing social networking content in a conference user interface.
U.S. Patent 9,189,143.
Owan, P., Garbini, J. and Devasia, S., 2018, October. Managing Off-Nominal Events in Shared
Teleoperation with Learned Task Compliance. In 2018 IEEE/RSJ International
Conference on Intelligent Robots and Systems (IROS) (pp. 5509-5516). IEEE.
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Pitaliya, P., Infosys Ltd, 2017. Method and system for managing sports related information. U.S.
Patent 9,619,759.
Preuss, L., 2016. Managerial cognition: managing tensions and trade-offs through paradoxical
thinking.
Seda, P., and et. al., 2018, July. Visualization and Managing Platform for Narrowband-IoT
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Van Der Vegt, G. S. and et. al., 2015. Managing risk and resilience.
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