Event Management Report: Conference and Event Management

This report provides a comprehensive analysis of event and conference management. It begins with an introduction defining event management and its significance, particularly for companies like Kuoni Destination Management. The report then categorizes different types of events, including corporate and social events, and discusses current trends influencing the event sector, such as increasing demand, venue hunting, personalization, and the use of voice technology. It further details various management roles within the event industry, such as meeting planners, event operations managers, and marketing coordinators, as well as job opportunities like event sales managers and venue managers. The report also reviews the management skills and personal attributes necessary for success in the event industry, emphasizing the importance of customer-centric approaches and stakeholder satisfaction. Finally, it outlines the measures needed to ensure a safe and secure event environment for guests and staff, covering topics like venue security, guest safety, and staff safety, concluding with a summary of key findings and recommendations.

Managing Conference
and Events

Contents
INTRODUCTION.....................................................................................................................................3
PART 1.......................................................................................................................................................3
PART 2.......................................................................................................................................................6
(Covered in PPT).....................................................................................................................................6
PART 3.......................................................................................................................................................6
P5 Different management roles within the event industry and current job opportunities in the sector....6
P6 Review the management skills and personal attributes required to work with the event industry and
for meeting the stakeholder’s needs and expectations.............................................................................7
PART 4.......................................................................................................................................................9
P7 Appropriate measures required to provide a secure and safe event venue, safe environment for guest
and safe working environment for events staffs.......................................................................................9
CONCLUSION........................................................................................................................................10
REFERENCES........................................................................................................................................12

INTRODUCTION
Management of conferences or events is ensuring about the creative and professional
approach to provide one of best experiences to end user. The term conference applied for the
kinds of gatherings from the group of researchers that meet to discuss over the scientific results
of sales people who are under training (Bryant, 2019). The planning of events and conferences is
the major responsibility of the corporate employee or professional meeting planner as per the
clients demand in the marketplace. it has been analyzed that respective industry plays very
important role as it contributes a lot in economic development by providing lot of job
opportunities to people that ultimately enhance their level of experience in potential manner.
Respective report is based on the Kuoni Destination management which is the large event
and destination management company based on London, UK. The main products and services of
respective organization includes the Hotels services, direct services that includes tours and
attractions, museums and other attraction, coach and destination. Respective report is based on
the various attributes that directly contributes in the development of respective industry by
analyzing the differ categories of events within the event sector. Further it includes the various
considerations that require for conference and event room set ups by defining the professional
standards required. It also includes the management skills that is potential to work with the event
industry by successfully dealing with the stakeholders to achieve the potential outcomes. Finally,
it includes the specific measures needed to manage or coordinate the event in safe manner for
guest and personnel.
PART 1
Different types of events and current trends influencing the events sector
Events can be grouped according to various categories based on their individual purpose
like corporate events, social events etc. Different categories of events are explained below –
Types of Corporate Events
A corporate event can be defined as an activity that is particularly organized for the
employees of an organization, clients, stakeholders etc. The type of audience of the event
generally depends on the main objective of the event (Getz and Page, 2016). The objective can

either be to launch a new product in the market or to demonstrate the expertise of the company in
a particular field. Corporate events can be conducted either quarterly or annually. The different
type of corporate events are as follows-
Conferences – A conference includes multiple speakers and sessions that are spread
across one or two venues. The main aim of a conference is to encourage people to share their
ideas and thoughts at a platform (Kimmons and Veletsianos, 2016). Also, conferences usually
begin with a keynote session wherein an expert from the industry shares his/her thoughts. People
then move to respective roundtables, panel discussions and interview tables.
Trade Shows – Trade shows are a great opportunity for companies to showcase their
products and introduce a latest brand to people as well as other businesses. This means that trade
shows help a business in increasing its overall sales as well as profitability. For example- Kuonui
Destination can conduct a trade show whenever a new kind of event is launched in its overall
product portfolio.
Seminars – Seminars are another kind of corporate events that are basically organized
keeping in mind the target audience (The Different Types of Events: A Comprehensive List,
2020). The main aim behind this is to deliver high quality information to the participants.
Workshops – Workshops help the management of the company to help the customers to
understand the products or services in an effective manner, workshops can be conducted. For
example- the company can conduct a workshop in order to enhance the overall productivity and
performance of its employees (Kothari, Mizik and Roychowdhury, 2016).
Types of Social Events
Parties – A party can be defined as a social gathering of people (guests who are invited
by the host) that also involves eating, drinking as well as some type of entertainment. A company
can conduct an informal party for its employees to celebrate, build networks etc.
Reunions – A reunion is basically an act of bringing people together after they’ve been
apart for a long duration of time. Reunions can include speeches, DJ, slideshow of old
photographs etc. For example- the respective company conducts reunions for its employees
wherein the new hires get a chance to interact with old employees.

Also, in order to organize and conduct an event effectively, there are different dimensions
that should be taken into account. The different dimensions of an event are explained below-
Anticipation – In order to create excitement or anticipation among people about an
event, a company carries out various marketing and communication activities. The
communication regarding the event should be done in such a way that a large number of people
are encouraged to attend the same.
Arrival – While conducting an event, it should be made sure that all aspects of the event
are maintained (Lu, Ray and Teo, 2016). This includes safety and security, efficiency and
understanding the needs and requirements of the people who will be attending the event.
Atmosphere – This is an important dimension and the site or venue for the event should
be decided by taking into account the atmosphere, assets and liabilities of the same. For
example- for a corporate event, a venue should be chosen that has silent atmosphere.
The event industry is one of the fastest growing industries that significantly contributes to
the overall tourism and development of a nation. There are various types of events based on
various purpose. For example, they can either be corporate events, social events etc. All events
are different from each other and are conducted in order to achieve a certain goal or objective.
They can also be conducted by an organization in order to promote its products or to increase
awareness among people regarding its new launch. Seminars, workshops and trade shows are
examples of corporate events while reunions, parties etc. are examples of social events. There are
many current trends in the industry that influence the events sector, some of the trends are
explained below -
 Demand outpacing supply – The demand for conducting events is increasing
exponentially every year and is expected to increase even further. Therefore, this can lead
to the demand for events outpacing the supply (McCrory and et. al., 2017). If this
continues to grow, companies might have to opt for event apps. This will help them in
conducting the event successfully.
 Venue Hunting – Venue of the event plays an important in its success and in
determining whether the goals and objectives of the same were achieved. For example-
Kuonui Destination conducts a market research before finalizing a venue to conduct any

of its events. Today, there are various websites that have made the task of finding the
most appropriate venue much easier.
 Evolving Personalization – This is a current trend that has influenced the event sector
the most. Many companies today want to offer a personalized experience to the people
who attend their events. Advancements in technology has led to people demanding for a
more personalized experience in the way they communicate with brands (7 Major Trends
in the Event Industry for 2020, 2020).
 Employ voice to increase engagement – Voice technology is being used today by
almost all companies that conduct events. This helps them conducting the event in an
effective manner. Also, this makes it easy for them to run the event in a successful
manner. This will lead to the participants being more engaged in the process.
Therefore, these are some current trends that influence the event industry or sector. Apart
from this, companies today are incorporating a feature of customized map wherein the
participants who come from outside get a chance to explore the nation in an effective manner.
PART 2
(Covered in PPT)
PART 3
P5 Different management roles within the event industry and current job opportunities in the
sector
There are several management roles that are offered by the event industry. The job roles
not only help individuals in gaining the relevant experience but also contribute to their overall
performance as well as productivity. Some of the management roles offered by the event
industry are described below –
Meeting Planner – A meeting planner within the event industry is responsible for
selecting the meeting sites, who the prospective attendees are and how to get them to a meeting.
They set up meeting of a particular client with the management of the firm. They also meet with
the clients in order to understand their requirements in an effective manner (Melloni, Inohara and
Endo, 2019). Apart from this, an event planner will monitor the various activities of the event in
order to ensure that the clients are satisfied. The role of the meeting planner is also to ensure that

the meeting is carried out smoothly and that the requirements of the clients are understood
thoroughly.
Events Operations Manager – The events operations manager is responsible for the
production as well as set up of the event on the site in order to ensure that a high-quality event
conducted. They also manager and supervise all the suppliers who supply the material to the site
where the event has to be conducted. They also ensure that the event is carried out smoothly
without any kind of issues or problems. Apart from this, an events operations manager is also
responsible for handling the logistics and managing budgets.
Event Marketing Coordinator – an events marketing coordinator is responsible for
planning, overseeing, and directing the different operations of the event (Morrison, 2018). The
marketing coordinators meet with the clients in order to discuss the details relating to the events
and book location, food etc. The coordinator also negotiates contracts with the vendors and make
sure that they are paid appropriately. Also, they oversee the different phases of the event.
Currently the event industry is offering a lot of job opportunities so that individuals who
are interested in making a career in the events sector, get a chance to do so. Some of the job
opportunities offered by the sector are as follows –
Event Sales Manager – These people are responsible for marketing and coordinating the
marketing space. They also oversee that all the activities relating to the marketing of the event
are carried out effectively. Also, they provide right and appropriate information about the event
to the clients.
Venue Managers – A venue manager is responsible for promoting upcoming events in
the market and sometimes also help the event planners with planning the event. Their major
responsibility is to make sure that the right venue has been selected for the right event.
Social Media Contractor – Social media has emerged to be one of the most important
components for organizations that operate in the events industry (Prasad, Singh and Ryan, 2016).
Social media contractors are responsible for promoting the event on various platforms of social
media so that more people become aware about the same.

P6 Review the management skills and personal attributes required to work with the event
industry and for meeting the stakeholder’s needs and expectations.
The event industry is totally the consumer centric industry, in which skills of personnel
and their managing qualities plays very much important role (Kindsiko and Baruch, 2019). In
context of Kuoni Destination management which is leading organization in destination
management always remain concerned for talented staff members as they directly connected with
consumers and clients. To give one of best experience they focus on the management skills and
personal attributes of their employees that are as follows:
People skills: People skill is very much important for the event manager and other staff
members as it shared personal attribute that contributes in organizing the event in successful
manner. the personnel have to develop the skills to comfortably connecting with the high-level
executives, government, officials and coworkers and many more stakeholders to meet needs of
clients in potential manner (Hashemi and Burstein, 2019). To successfully work with the large
number of diverse individuals, employees able to nimbly resolve conflicts, have the confidence
to negotiate pleasantly and maintain the senses of humor.
Good listeners: Another managing and personal attribute required to event manager and
other personnel is good listening. As it provides beneficial in understanding the actual demand of
client by discern their needs to meet them in positive manner. By paying attention on what client
said and what not said is the key of giving one of best experience to them. so in the event
industry it is very much potential for an individual to have such skill as it helps to patiently
evaluating the demand of consumers in order to serve them in one of best manner.
Organized: To plan and organize the event in successful manner required to manage the
number of things or events simultaneously. The multi-tasking power is required for both the
smooth planning and flawless execution of the event in order to attain the desirable goals and
objectives. the best planner required to foolproof system, systematic checklist and handy tech
tools to achieve potential outcomes. to work for the event required the ability to rely on the big
picture by tracking all small things of the event in order to match the requirements of the event to
potentially achieve the desirable goals and objectives (Brown and et.al., 2019). by remain
organized, event planner should be able to meet the needs and wants of their clients and other
stakeholders. In context of Kuoni Destination management before taking the project properly

plan and organized each and every aspect to refrain from the any kind of mistakes as it hinders
their self interest in achieving the desirable outcomes. in that scenario for an organization it is
very much potential to have the talented personnel that can give one of their best efforts in
organizational development and enhancement.
PART 4
P7 Appropriate measures required to provide a secure and safe event venue, safe environment for
guest and safe working environment for events staffs
It is important for an organization who is organizing events to focus on each and every
aspect in relation of safety and security (Reason and Hobbs, 2017). As they have to cover several
areas such as event venue safety and security, safe environment for guest as well as safe working
environment for event staff. Explanation of appropriate measures which they can take are
mention below -
Assess security risks – In relation of security different events don’t have different needs
such as politician campaign speech have high risk than, say, a twelve-year-old’s birthday party.
Thus, it is essential for event company to first decide what type of risk they are dealing with and
there are some things which event company have to consider. Such as who is hosting event are
they targeted by an individual or group, who is attending event do they attract controversy, what
is context of event does the topic as well as subtopic may create security issues, will any media
be present in event, does venue have any security vulnerabilities, does location of event have
non-human security threats and many more.
Create security check points – One of the best to protect guest from security threats is to
set up checkpoints which have to be away from gathering that attendees must have to pass
through that for getting inside. In addition to this, such forces agitators to confront security staff
members long before causing any damage (Rice, 2018). For example, rather than installing
registration desk right outside an auditorium’s doorway, company have to place it a few hundred
feet away from the facility’s lobby. This way if an uninvited person tries to enter, they’ll be
stopped before they reach the crowd. Such type of security measure is helpful for everything
such as security of venue, safety of guest as well as employees who were involve in events as
their security is priority of event management company.

Match IDs to registration information – It is important for event company to ensure that
people who are actually attending event actually belong to that so it is essential to collect identity
information in advance at the time of registration. Along with this, collection of multiple data
points should also be done such as name, date of birth as well as address for making it harder for
an intruder to assume identity of someone. Such practices conducting by event company help in
reducing changes of any unethical practices as well as mishappening. Thus, while entering in
events guest and personnel will check get from ID which they given at the time of registration so
that no unethical person will enter within event venue.
Above mention all are important measures which event company have to consider within
their working for ensuring that overall activity will conduct in effective manner related to the
event. So that, guest as well as personnel will not face any difficulties related to their safety,
health and venue (Schwendicke and et. al., 2016). Another way to keep the guests as well as the
event staff safe is to not make private events public. This is important because some
organizations announce their events to the public even if they are not meant to be. This can lead
to unwanted attendees attending the event which is not safe. Some companies mention or
announce events that are private on their websites or through newsletters.
Companies should consider cyber threats that can take place and also, it is important to
keep a backup plan or an emergency plan ready, in case of a sudden situation or unusual activity
(9 Event Security Tips to Keep Your Guests Safe, 2019). It has been seen that many risks
associating with the security come from the inside of the event. So, it is important to screen the
staff members who are to be a part of the event. Background checks should be carried for people
who have a large sum of money. Also, if the staff embers do not work together with each other,
they should be introduced to each other. They should be trained and instructed to keep a check
on people who don’t belong either to the staff or the guests list. This will help in keeping the
guests as well as the employee in an event safe.
CONCLUSION
From the above report it has been concluded that events and conferences play very much
important role as it is one of best medium to communicate or convey the message from the large
number of individuals simultaneously. To serve the consumers in one of best manner required to
categorized the events on differ basis as per the needs and wants by accessing the current trends

of market to remain competitive in the marketplace. it is very much effective for an organization
to plan the event in systematic manner such as layout designing and by providing additional
services as it contributes in saving cost and time with meeting needs of stakeholders in potential
manner. to organize the event in successful manner required some sort of managing and personal
attributes as it directly add values in consumer experiences in potential manner. event industry is
such a large industry as it provides lot of job opportunities to people and have a great career in it.
For the event industry one factor that plays very important role includes the safety and security
of employees and clients, to give one of best security as events remain in mid of danger of fire,
accidents required effective measures to provide one of best experience to them.

REFERENCES
Books & Journals
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Hashemi, S. and Burstein, F., 2019. A Framework for Managing Cognitive Load in Electronic
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Melloni, C., Inohara, T. and Endo, A., 2019. Unmet needs in managing myocardial infarction in
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Prasad, K., Singh, M. B. and Ryan, H., 2016. Corticosteroids for managing tuberculous
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Online
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