Managing Conferences and Events: A Report on Bulgari Hotel London

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MANAGING CONFERENCES AND EVENTS
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Table of Contents
Introduction......................................................................................................................................3
LO 1: Investigate the different categories and dimensions of event within the event sector..........4
LO 2: Examine the considerations for conference and event room set-ups defining the................6
LO 3: Explore the management skills required to work within the events environment and
successfully....................................................................................................................................11
LO 4: Explain the measures required to manage a secure and safe events environment for staff
and guests.......................................................................................................................................14
Conclusion.....................................................................................................................................17
Reference list.................................................................................................................................18
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Introduction
Event management refers to the planning and managing, largeevents like parties, conferences
and trade shows of difference businesses. Therefore, successfully managing events are required
for different hotels to improve their trustworthiness, brand value, customer loyalty and
satisfaction. In this report, different categories and dimensions of events are analysed for a
specific hotel namely Bulgari hotel London along with current trends of events. Social
requirements of the events and management skills are also included in this report.
Bulgari hotel is one of the luxurious hotels in UK that is located in Knightsbridge, London. The
hotel is found to be opened in 2012 and is considered to be most expensive hotel to stay in
London. The hotel is found to consist of 85 numbers of rooms that are well-decorated in
effective manner (bulgarihotels.com, 2019). Additionally, it is found that the hotel is built by
Robert McAlpine with 10 floors and 6 underground floors. The hotel is found having swimming
pool, spa, cigar shop and restaurants. Moreover, there is a space for wedding reception parties as
well in the hotel premises.
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LO 1: Investigate the different categories and dimensions of event within the event sector
P1. Examine the different categories and dimensions of events, using specific examples to
illustrate the differences.
There are different types of events that are performed in the hotels such as private, corporate and
charity events. The events that are included in private events are festival gathering, wedding and
birthday parties. The different individuals mainly acquire private venues. On the other hand,
corporate events are arranged by different business organisations such as manufacturers, schools
and other official businesses. There are internal and external corporate events. Internal corporate
events are sales conferences, annual general meetings, board meetings, staffs training, staff social
events, incentive events, management meetings and award night. On the other hand, external
meetings are trade shows, sales promotion, media conferences, grand openings, product launch,
exhibitions, and other publicity events.
Charity events refer to the events that are arranged by the individuals to raise money to fulfil
social needs. Sports events, charitable auctions, society balls and sponsored events are involved
in the charity events. Besides, there are other events such as tourist events, mega events, special
events, and community. Bulgari hotel London arranges different types of corporate, private and
charity events. Mega events are world cup, Olympics, and tourist events such as cultural and
sporting events and international events are included in the hallmark tourist events. It creates
opportunities to the community to improve the decision-making and enhances efficiency of event
management.
P2. Using specific examples of different categories of events, discuss the features and
current trends influencing the events sector.
Features that influence events sector are,
● Interpersonal Skills
● Flexibility
● Creativity and Innovation
● Detailed information and knowledge regarding event management
● Time Management Skills
● Passion and Enthusiasm
● Leadership Skills
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These features improve the functionality and flexibility skills of managing events. Therefore,
Bulgari Hotel London needs to incorporate these features in event management to improve
service quality. Energetic event management is possible if creativity and innovative features are
included in the procedures. Detailed information needs to be gathered about the event
management to make it organised and well structured.
Analysis of current trends for adopting new business sector
Examples of different events that are organized by the hotel sector in order to stay
innovative are mentioned below:
Product Launch event: These event is mostly launched for getting publicity for a specific
product (Bouchonet al., 2017). In this product event, new services such as setting of swimming
pool or PlayStation area can be done in order to make the media and public aware about the new
product. Bulgari Hotel can implement this product launch event in their hotel for introducing
new product in the hotel businesses.
Publicity event: It has been found that Bulgari Hotel is not having much popularity in UK hotel
industry, hence, it can be said that the company requires adopting this publicity event for better
improvement of sales. Moreover, using this publicity event, the company can bring the emotions
of the guests developing virtual stories. For example, Bulgari Hotel cans efforts on making the
page of hotel gallery decorative and sparkle for bringing the customer’s attention.
Trade shows: This event is a private event that is arranged by hotel group for sharing
information and displaying the new products and services for gaining attention from stakeholders
(Hudson and Hudson, 2017). For example, the hotel can organize trade show events and
exhibitions for advertising the new product and services. However, in this case, the hotel must
seek support from regional organization in order to gain funds for the event. In this event, the
hotel need to invite the business partners’, potential clients and visitors for gaining successful
result at the end of the event.
Sales promotion event: This is one of the popular events that is conducted in the hotel industry
for keeping the guests connected with the hotel. This event should be largely adopted by Bulgari
Hotel by developing fresh contents to display the unique features of the hotel. For example, the
marketers can conduct digital advertisement campaign for getting responses from large customer
base.
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Special events and meetings: Arranging special events and meetings with the potential internal
stakeholders is helpful for strengthening the bond with them. Nowadays, it is found that
optimising the page of website helps in launching the special events in the hotel. Hence, Bulgari
hotel should consider these points while launching any special events and meetings.
LO 2: Examine the considerations for conference and event room set-ups defining the
professional standards required
P3. Design an event layout to correctly set up a conference or event room to meet specific
client brief requirement.
Every event has its varied nature. The layout of the event is as per the nature of the event.
Sometimes it is formal with pastel shade decor and in some cases, it is party decoration. There is
multiple kinds of events that are hosted in the Hotel Bulgari London. In the case of structured
formal programmes, such as conferences it is important that there is effort taken that will ensure
that the number of attendees is considered and there is effective designing that are taken into
consideration. There is a need to incorporate a formal setting, with projector and seating
arrangements where there is a minimalistic approach. If there is a podium then all the attendees
seating arrangements have to be aligned in such a way that if there is the use of projector then all
sets have to be arranged in such a way that there all can view the activities.
In case of parties such as wedding and birthday parties and any other festivities, it is important
that the layout is designed with special focus on customer’s preference and there is the need to
incorporate vibrancy in the decor. Pleasant environment has an attractive impact on people and
there is the concept that is associated with the functionality of the event that is very important in
the case of the decision of the decor.
Creative energy has an important role to play along with colours used. In the case of a
conference, there is the need to use soft pastel shades in the background. The layout design of
the conference plays a pivotal role. It is selected on the basis of design, audience, purpose and
availability of the various factors that are associated with the hotel. These conference styles are
of major types such as illustrated below:
Boardroom style – It is usually associated with a rectangular or oval central table and the room
is set up away from the chaos of the activities in the hotel. It ideally accommodates twenty-five
people.
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Figure1: Boardroom style conference
(Source- billetto.co.uk)
U- Shaped Style – In this, the conference table is U – shaped. This is most effective when there
is a lot of communication on board the conference. It is linked to interactive sessions. In this
kind of design, there is a possibility to interact and ensure that effective use of the U- shaped
design is made and the communicative approach is propagated.
Figure 2: U- Shaped style conference
(Source- billetto.co.uk)
Auditorium style- This is the most effective form of conference layout when the audience is
very large. It is made for sessions of passive learning that is seen in the case of information
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sharing based activities. There are projector boards and projectors present along with podium
from where the audience hears the various guests who arrive for speaking.
Figure 3: Auditorium style conference
(Source- billetto.co.uk)
Banquet Style - This style of conference is linked to a conference that is accompanied by
refreshments and it is associated with open room and a stage. There are small circular tables
placed all over the hall area and the attendees can sit there with their groups and ensure that they
participate in all the activities associated with the entire conference.
Figure 4: Banquet style conference
(Source- billetto.co.uk)
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In the Hotel Bulgari London, there are conferences conducted and on the preferences of the
customer the conferences are designed as per these main layouts designs
P4. Examine the additional services available within a conference or event environment
and the importance to provide them to meet specific client requirements for added value.
Additional services that are associated with the conferences being conducted are as follows:
 Value added services- These may include puck and drop services that are associated
with the hotel car fleet. All the guests may be provided with this service. Along with this
if there are bookings done then the hotel can provide accommodation to the various
guests at discounted tariff thus ensuring that all the effective arrangements can be met.
 Emergency Healthcare Facilities- The hotel may have tie up with a close by nursing
home and it can ensure that there is effective use of alacrity if there are any reasons for
alarm regarding the health of any of the guests.
 Relaxation Services- Services like spas and fine dining can also be made available to the
guests at concessional prices, so that after the conference they can indulge in some
relaxation.
The evaluation of the design and the layout is done on the basis of multiple factors that are as
follows:
 Lighting: Proper lighting is a very important part of any event as it helps in making the
mood for the activity that is on board. In case of Events other than banquets, there are
very formal white light that is used and there are focus lights in place so that when the
projector shall be used. There shall be opportunities to ensure that the lights can be
dimmed as required.
 Stage decor- The decoration of the stage is integral to any event, as there is maximum
activities that are undergoing in that segment. The stage decor is integral to the event as
the stage is the centre of attraction and that is the reason why it is essential that various
factors are taken into consideration such as the preference of the consumers.
 Refreshments: Food and beverages are some of the integral factors for which the hotels
are used as venues for conferences in today’s time. This is the reason why it is important
that hotel Bulgari should effectively use full consultation with the organisers and ensure
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every request and preference of the guests are catered to in terms of timing of service,
quality and taste of the food and beverages served.
 Convenience and ease of conducting the event: This intangible service quality is
essential to ensure that there are repeat customers available in the business. These repeat
customers will spread the word of mouth ensuring more business for the hotel.
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LO 3: Explore the management skills required to work within the events environment and
successfully
P5 Explore the different management roles within the event industry, with reference to
current job opportunities in the sector
The event industry is extremely labour intensive and that is the reason why it is important to
understand that there is need of tremendous dynamism in the industry and it is important that the
various issues associated with the industry is subject to change as per the need of the industry.
The chart below will be able to ensure that the various job opportunities can be upheld in a
concise manner.
Figure 2: Various Job roles in Event Management Industry
(Source: Schaltegger et al., 2015)
The opportunities in this sector range from event managers to sponsors who are the main people
associated with the events. The attendees are the target segment and it is important that in order
to ensure that the attendees are catered to there are many roles that have cropped up. In any event
there is need of organiser and these organisers need people to cater to the various activities that
are associated with the event. This is where the third party suppliers and the logistics team come
in and that is the reason why it is essential that these third parties also employ more people.
There is need for the hospitality partner that is Hotel Bulgari to ensure that there are various
casual people taken who will be the usherers or the helpers and the volunteers. There are need for
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extra hand in the kitchen, hence there is a tremendous upsurge of casual hiring that happens
before any event. In order to ensure that there are event speakers, there is head hunting done, so
that the most effective people can be hired to present at the event. There is also the use of many
additional services like decorations that require additional facilitators who will ensure that the
best show can be put up for the preferred customers.
There is also the need for trained hospitality experts who are required in the field of work and
these are the coordinator and the music arranger along with marketing personnel who will ensure
that all the activities linked to the business are taken into consideration. There is the need to
ensure that catering services staff coordinator and social media coordination team are all
deployed who will ensure that proper planning of the event is done. There is also the generation
of sector-specific employment, which is in the case of a wedding there is employment generation
with regard to wedding planners and in the case of the corporate event planner, there is the need
to ensure that there are planners who cater to this segment. The event industry is growing at a
significant rate and it is associated with various factors like huge employment challenge that is
associated with the skill gap that is ever present in the hospitality industry (Raj et al., 2017).
P6 Review the management skills and personal attributes required to work within the
events industry and meet stakeholder needs and expectations. In order to excel in the event
management industry, it is important that there are some skills that are present in the employees.
It is an industry that is based on the skills that are there in the employees and in order to host
successful events it is important that various activities can be taken into consideration. There is
the need to ensure that foresighted approach towards tourism and hospitality business where one
can understand the various trends that are needed to be taken into account. Managerial skills that
are associated with this sector is that there is the need that the employees are associated with this
attitude that having excellent presentable skills and the ability to attract customers. In the opinion
of Noe et al., (2017), it is very important that there is a proper understanding of the business
activities is there among the managerial staff and that it is linked to the various ways in which
the business can be enhanced. Innovation is key to ensure that there is profitability.
There is the need to ensure that profitability is maintained and that is linked to the fact that
shareholder’s interest is being served, the skill that is required in this respect is profit
maximisation ability and minimisation of cost. That is only possible if there are efficient
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