Comprehensive Report: Managing Conference and Events Analysis

This report provides a comprehensive analysis of conference and event management, focusing on various aspects of the industry. It begins by defining different categories and dimensions of events, including private, corporate, and cultural events, as well as mega and hallmark events. The report then delves into the features and current trends influencing the event sector, such as safety and security, event publicity, and the importance of venues. It also critiques the development of the event sector, highlighting its impact on the economy and society. Furthermore, the report explores different management roles within the event industry, referencing current job opportunities, and discusses the essential management skills and personal attributes required for success. The report examines these skills and attributes to meet stakeholder needs and expectations. Finally, the report considers secure and safe environment measures to ensure successful event management and concludes by summarizing key findings. The report references Kuoni destination management as an example of an event organizing company.

MANAGING
CONFERENCE AND
EVENTS

Table of Contents
TASK 1............................................................................................................................................4
P1. Different categories and dimensions of events................................................................4
P2. Features and current trends which influence the event sector..........................................5
TASK 2............................................................................................................................................7
P3........................................................................................................................................7P4. .7
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TASK 3..........................................................................................................................................20
P5. Different management roles within the event industry with reference to current job
opportunity in sector.............................................................................................................20
P6. The management skills and personal attributes which are required to work with in event
industry.................................................................................................................................21
Management skills:...............................................................................................................21
Personal attributes:...............................................................................................................22

Review the management skills and personal attributes required to work within the events
industry and meet stakeholder needs and expectations .......................................................23
TASK 4..........................................................................................................................................25
Secure and Safe Environment measures...............................................................................26
CONCLUSION..............................................................................................................................28
REFERENCES..............................................................................................................................29
Appendix .......................................................................................................................................31
INTRODUCTION
Conference refers to gathering of people or a group to discuss about specific objective or
result. It is the responsibility of a manager or a meeting planner to organise or conduct it. There
are various types of events such as festival, concerts, formal parties and conventions. Events
which are conducted on large scale are considered as international events. Event manager need to
aware about the risk which is associated with event because an encompassing risk assessment is
carried out to ensure a safe event (Kindsiko and Baruch, 2019). Companies who are sponsored
with events are categorised on the basis of their size, type, resources, funding and many more.
This report is in the context of Kuoni destination management which an event organising
company and expanding across Europe and U.S. Company has built a reputation in serving
quality service and excellent design which runs their events smoothly and effortlessly. This
report covers the different categories and dimensions of events and various categories which
discuss the current trends and features which influence this sector. Moreover, an event layout is
designed and the examination of conference and event services and their importance. It also

explores the different management roles and skills which are required to meet the needs of
stakeholders.
TASK 1
P1. Different categories and dimensions of events
To organise events and to manage them, society plays an important role in its growth and
success. Therefore, event manager need to consider society while organising an event. Kuoni
destination management organise events where size and scope does not matter for them. They
conduct many events to enhance the profitability of them and sponsored companies (Peeters,
2019). Various categories and dimensions of events are discussed as:
Private events: These are the events where individuals have their own purpose of
organising an event and personally book venues for them. In these events, certain number of
guests are arriving at venue and have a proper guest list in order to ensure that these are not for
general public. It takes time to organise a private event for company as catering, types of menus,
guest list and many more which need to be scheduled and coordinated properly to make it
successful. Usually, these events deal with indoor events but nowadays companies manage
outdoor events also. Kuoni destination management also organise private event as these events
are profitable for them and also helps in building reputation.
Corporate events: These events include commercial events such as product launch, sales
events, conference, formal parties and many more. Mostly, these events are organising at small-
scale and limit number of guests arrive in these events and to organise it a budget plan is
prepared. An event manager of Kuoni destination management need to understand the various
factors such as technical, creative etc. which makes an event successful. These events support
objectives of business such as functions of management, corporate communication which helps
the organisations to boost their employee’s morale and increase productivity and profitability of
business. Corporate events are organise to develop relationship with suppliers and customers,
and communication among employees (Griffiths and Wiltshier, 2019).
Cultural events: These are organised to spread awareness among people about the culture
and society of the specific area. In order to organise these events, Kuoni destination management
create teams which manages various aspects of events because these events influence the mind of
citizens. These events are organised and authorised by local government and venue is also
decided by the same. These events are also known as fund raising events because here many

charitable trusts gather and represent themselves to build relation with them. To organise these
events, manager have shortage of budget and depends on the freelancers or part time staff. While
organising an event, manager need to consider local sensitivities, health and safety rules and
many more and after they need to make profit. In present context, Winter Solstice at Burning the
Clocks, Brighton & Hove, East Sussex, can be considered as a good example of cultural event,
which is being celebrated every year. Various event organisers develops campaigns in regards to
the same.
Dimensions of events
Mega events: These events are conducted for short period of time with the aim of huge
profit and are conducted on the global level. Mega events are organised for the business purpose
in order to motivate and encourage the people. It requires huge amount of investment to organise
these events. Their aim is to earn more profit and boost morale of employees which helps in
increasing the productivity (Lategan and Williams, 2019).
Sports events: These events include various types of sports activities and events such as
Olympics, athletics and many more. To organise these events, it requires a knowledge of sports
like how to conduct, what are the need and factors which influence the event. In order to conduct
these events, government make various rules and regulations abide the event manager and they
need to follow these rules to achieve the success for event.
Hallmark events: These events are the expositions, cultural and carrying events of
international reputation which are conducted for both a regular or a one-off basis. The main
purpose of this event is to help the business to achieve a higher position in the marketplace.
P2. Features and current trends which influence the event sector
Events are becoming a strong tool in order to create brand image, launch product and
making profits for an organization. Event industry makes changes in their trends, designs and
make new trends to plan a great event very easily (Yamin, 2019). There are various trends which
influence the features of event industry. These features are discussed as:
 Event companies organize events and make sure the proper facilities are provided in the
event. The main responsibility of event manager is to consider safety factor of people by
adopting artificial intelligence (AI) in which name or face recognition is present to spot
the person who matches the guest list.

 In cultural events, it might consider private events which includes wedding, birthday
parties, festival gatherings and many cultural functions. Like wedding events are
conducted for 4 to 5 days to perform various rituals. Various examples of these event
companies are Firebird events Ltd., Alpha Events etc.
Various trends which influence event industry
Safety and security: It is the important trend which influence the event industry and also
develop reputation of event by increasing the number of customers for them. It includes risk
management and various natural uncertainties. Events are also affected by various security and
privacy issues which can become threat for the event. Event manager of Kuoni destination
management need to make sure they provide proper security in their event to protect their
participants. It is considered as an innovation which company need to adopt to gain the long term
advantages in the event industry (Lendvai, 2019).
Event publicity: To promote events in the world is becoming a trend as promotion
increase the public faces in the events which is worthy for the success of an event. When public
involves in the event increases their education for the world and also for the different culture and
religions. Mostly, cultural events are promoted as their main aim is to attract more and more
public in their event. By promoting events, brings awareness in the general public which
influences the emotional connection of the public with event and sponsored organisations. Event
manager of Kuoni destination management should advertise about their event and promote them
with their qualities and benefits as publicity becomes a trend for them.
Venues: It is an important trend which affect the promotion of event and also essential
for the Kuoni destination company in order to increase their market share and reputation. Venues
attract people to attend the event like if event is organised at a very good or luxurious place then
number of people attend the event. For instance, hotels or halls which has become the trend in
recent years. International hotels are in the demand in upcoming years for the success of events
and also help the company in taking an innovative step which helps in increasing the
productivity and profitability (Legg, 2019). Making the whole place, full of worth to visit based
on unique themes as per the requirements can be considered as a good innovative example that
can be adopted by Kuoni destination company.
Critique the development of event sector

Event sector is improving day by day as it reduces the burden of people in organising the
event. Events are the platform which influences the economy in positive or negative way. This
industry is developed by organising the mega events which are organised at large scale as these
events are profitable for the company. It is helpful for the society as develops the social
connectivity and built communication among people of different community which is helpful in
the succession of an event. Memorable events are those events which helps in developing the
event industry and various trends such as publicity, venues which will become trend in the event
industry and by considering all these factors Kuoni destination company achieve success in the
market and become the top event management company (Wood, 2019). Along with this, if it is
talked about developments then, United Kingdom's 25,000 business organisation within this
industry, performs or conduct 7,000 major outdoor events every years and this number is
continuously increasing as well.
TASK 2
P3, P4