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
..........................................................................................................................................................9
..........................................................................................................................................................9
........................................................................................................................................................10
........................................................................................................................................................11
........................................................................................................................................................12
........................................................................................................................................................13
........................................................................................................................................................14
........................................................................................................................................................15
........................................................................................................................................................16
........................................................................................................................................................17
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

TASK 3
P5. Different management roles within the event industry with reference to current job
opportunity in sector.
The Events Industry is an extremely exotica industry, where there are different
management roles, which are performed in event industry. Such roles are Event Manager, Talent
Manager, Decorator In-charge, Event Coordinator, Hospitality Manager, public Relations
Officer, Event Security Officer, Food and Beverage Manager, Meeting Planner, Activities and
Events Planner, Meeting and Event Planner, Event Operations Manager, Conference Planner,
Marketing Coordinator, Student Event Planner for Trade Show Promotion and many more
management roles (George, 2019).
The Assistant event project manager of Kuoni Destination management has plays
different management role While conducting and managing two day Travel mini market
exhibition which focuses on multi-destination product launch at Lords House. Such roles are
discussed under below.
Nowadays, event industry is at the boom as well as large umber of growth chances are
present. Right now, I am working within an organisation as assistant event project manager.
Now, I want to grab the possibility available within the market to accomplish higher position in
the market. In this respect, the main aspect is regarding the investigation of their own skills as
well as abilities. Via my actual performance I examined that having too many capabilities which
are essential have in this industry. There are different main skills which have by me such as
communication, effective management, problem solving etc. Communication is introduced as
one of the essential aspect in event industry which support me to accomplish the attention of the
consumers as well as persuade their behaviour. Personal SWOT, appraised by peers,
questionnaire etc. are consider main methods of self evaluation.
Assistant event Manager: The Event Manager is an individual which perform role of
managing and coordinating event in effective and efficient manner. He is known as head of event
as well as project head for specific events. In context to Kuoni Destination management, the
manager focuses on developing plans for the entire event and then they assign work and task to
every individual who are working in their team (O'Leary, 2019).
Decorator In-charge: In event industry, the role of decorator In-charge plays a very
important and crucial role. As their main objective is to make things attractive and creative to

decor the venue. This could be understood with help of example of Weddings event. In this
function or event decorator in charge put their creativeness in the decorating the whole area in
proper way where this event has been organized. In this, the person-in-charge has to focuses on
looking over each and every thing like lighting, sound systems, cratering, decorations and other
attractive features. Thus, the decorator in-charge of Kuoni Destination management focuses on
ensuring that their exhibition will be decorated properly in effective and efficient way.
Food And Beverage Manager: The food and beverages are very essential part of each
and every occasion as well as in event. Although, the Food and Beverages manager or in-charge
is an individual who handles and manages each and everything regarding catering. This can be
paid or complementary. Thus, the person in-charge of this field of Kuoni Destination
management should focus on that they are providing tasty and hygienic food to their potential
customers.
Head of Marketing: This is one of the most important management role in event
industry. Although, the marketing in-charge of Kuoni Destination management focuses on
handling the media coverage platforms, different promotions tools. Thus, role for marketing
manager of Kuoni Destination management is to create an effective marketing plan as well as
strategies for making event desired media coverage popularity, so that it become success (Heller,
2019).
P6. The management skills and personal attributes which are required to work with in event
industry.
There are different skills for different management role are that should be present in an
individual to work in event management industry. Such as skills and attributes plays a very
essential and important role in working and productivity of an individual. Some skills and traits
are leadership skills, effective communication, attractive interpersonal skills, creative, flexibility,
energetic, innovative, technical knowledge, multi-tasking management skills, critical thinking
skills and many more. Here some management and personal skills are described under below:
Management skills:
Communication Skills: While working in event management sector, each and every
individual should have an effective communication skill, which will help them in communicating
with other people in effective and efficient manner. Thus, employee as well as managers of
Kuoni Destination management have an effective communication skills (Ansari, 2019).

Interpersonal skills: The event manager has to work with a team for ensuring the success
of event. Thus, the manager and individual should have the skills of interacting with other people
as they have to do communication with other people with any issues. Thus, each and every
individual and managers of Kuoni management has effective interpersonal skills as well as
managers focuses on understanding the requirements of client with their effective skills and
ensure that they can fulfil those needs in effective and efficient manner.
Critical thinking skills: This is said to be one of the important skill every designated
individual (staff) in an organisation. It has been found that, managers goes through different
situations where they performs tasks within the organisation, where this skill aid in giving
thoughts over both negative and positive points towards an issue, so that it could be resolved in
short span (Aljazea and Wu, 2019).
Furthermore, it has been analysed that every managers or person in-charge of Kuoni
Destination management has critical thinking skills as they can easily solve and overcome with
problems and issues with different solutions that arise while coordinating and managing different
various events which are conducted by their company.
Personal attributes:
Creative: For the success an event, the manager should focus on doing and enacting
different innovative and unique things while conducting their event. It has been analysed that
managers of Kuoni Destination management are very innovative and has creative mind, as they
are conducting their every event in unique and in differently way. Although, for sustaining in
event industry each and every individual should be very creative, as they should think out-of-the-
box to be a successful person (Covell and Walker, 2019).
Energetic: With the help of this personal attribute, it will be possible for employees to
create good working environment in the organisation and will make them to perform their tasks
in an efficient and effective manner. In this way, this attribute is important for employees
working in an organisation such as Kuoni Destination.
Confident: This personal attribute is very important for individual who are working in
event industries. By this personal attribute every individual and managers of Kuoni Destination
can sustain in this sector and they build positive attitude in them for working in effective and
efficient manner (Bui, Chau and Cox, 2019).

Review the management skills and personal attributes required to work within the events
industry and meet stakeholder needs and expectations
Questionnaire 1
Name
Age
Gender
Q1. How much you rate yourself in respect of the capability of launching a new event from 0 to
5?
a) I acquire a low knowledge on the topic
b) I have the knowledge on the topic, but not applied
Q2. How much you rate yourself regarding the capability of keep the things in motion from 0 to
5?
a) I have low knowledge on the topic
b) I have the knowledge on the topic, but not applied
Questionnaire 2
Name
Age
Gender
Q1. How much you going to rate yourself in the process of the delegation of the authority from
0 to 5?
a) I get a low knowledge on the topic
b) I have the knowledge on the topic, but not applied
Q2. How much you have the capability regarding the sustainable progress of your team
a) I get a low knowledge on the topic
b) I have the knowledge on the topic, but not applied
Questionnaire 1
Q1. How much you rate yourself in respect of the capability of
launching a new event from 0 to 5?
Self evaluative
number

a) I acquire a low understanding on the topic 3
b) I have the knowledge on the current topic, but not applied 1
Q2. How much you rate yourself about the capability of keep the things
in motion from 0 to 5?
Self evaluative
number
a) I have low knowledge on the topic 4
b) I have the knowledge on the topic, but not applied 3
Questionnaire 2
Q1. How much you going to rate yourself within the process of the
delegation of the authority from 0 to 5?
Self evaluative
number
a) I get a low knowledge on the topic 4
b) I have the knowledge on the topic, but not applied 4
Q2. How much you have the knowledge or capability regarding the
sustainable progress of your team
Self evaluative
number
a) I get a low knowledge on the topic 3
b) I have the knowledge on the topic, but not applied 2

Secure and Safe Environment measures
It is important for companies to take into consideration about the safety and security of
their customers as they are the only source of their income and survival. The effectiveness in the
services provided to customers will help companies in future growth and development. In today
world, employee retention is more important and harder in making new potential customers. So,
safety and security of customer is an important aspect it should be considered by Kuoni
Destination. The measures are listed as under.
Health and safety risk assessment- It is the responsibility of an event organisation to
properly assess the risk and timely solve and address the specific issues that may arise at the
event that can have any kind of negative impact or can endanger any staff, any people attending
the event or any other individual. Kuoni Destination makes proper event safety file and plan to
properly conceptualise an event.
Measures to alleviate the risks- It includes identifying the measures or aspects that can
go wrong thus, it become necessary to take all possible risk to alleviate or reduce the chances of
arising risk. Proper risk management and event plans are made by Kuoni Destination to lesson
or eliminate the possible risk.
Develop an emergency plan- event management organisation should prepare a safety
plans to meet or handle the adverse situation. For eg: a proper evacuate plan should be there in
case of fire or other circumstances. Kuoni Destination has provided proper training to its staff to
handle such panic situation and a contingency plan and first aid measures are also there to safe
guard the customers and visitors.
Crowd management- Event management plan should include a way to control and
handle the crowd in a proper way. It necessary to make sure that people do not gather at same
area as it may create exhaustive conditions. Kuoni Destination is making use of proper zoned
entry, and other efforts are also made to manage the crowd properly so that there is no chaos
and confusion in the event.
A parking plan- Aevent can be ruined if there is insufficient or bad management of
parking. Kuoni Destination makes proper and reliable parking plan. Poor parking can frustrate
a potential customer’s even can lead to an accident which can injure a guest.
Following case studies are provided to so the importance of safety and security during an event:

Case studies:
A case study of TKBL all star 2011 in Turkey
This case study is based on a special event management and event marketing of TKBL
all-star held in Turkey in 2011. Proper safety and security measures are taken to reduce the
chances of mishap. To reduce the risks that may occur during staging of event ambulance and
medical teams were ready before the start of event. Professional security staff are also appointed
to ensure proper security. Mangers have made proper risk management plan and timely first aid,
medical teams, security staff and other supervisor all always there. After applying all these
dimension, the event want well and both organisers and participants were pleased.
Independent Security Management – UK Festival
Organiser of UK multi stage festival has changed their security operations which has
created a conditions of resource shortfall and providers are not able to fulfil the staff levels.
Thus, they had to redeploy resources and contract with some security provides to supplement
the visible shortfalls but still it resulted in unsatisfactory security presence which increases the
crime and ongoing crowd management issues during the event.
Fashion Show Fire Safety and Crowd Management
A PLC fashion brand has chosen a counter house building in London, UK to showcase
the brand's new collection to the media and distinguished guest. This building presented a
significant complex free safety issues which have impacted positively on the creativity of the
event and prevents all the chaos and confusion. Crowd safety staff was also appointed to assess
the building and proper safety precautions are also taken. Fire strategy document and techniques
are also spanned in entire event phase including suitable and sufficient fire risk assessment.
From the above case studies, it can be evaluated that safety measures are important to
provide better satisfaction to customers and to handle adverse situation. Safety measures also
reduce the chances of crime and protect customers from all misshapen. TKBL star has taken
proper safety measures like ambulance and medical team to provide proper health measures to
its customers on contrary fashion show of UK has more focused towards crowd management
and fire safety. Both these safety measures have made their event successful and also created
good brand image while in UK festival appropriate and timely plans are not made for safety and
security of customers thus, it resulted in more crime and created many crowd management
issues which creates a negative impact on its customers.

It can be recommended to organise of UK festival to makes timely security and safety
plan for future events eliminate the problem of resource security during the event. Proper
emergency and crowd management plans should also recommended for UK festival to provide
better experience to its customers and visitors.
CONCLUSION
As per above mentioned report it can be concluded that event management play a crucial
role in event industry that includes various aspects such as proper planning, target audience,
better coordination, technical aspects, develop an event concept, systematic management of extra
services and space. These aspects are directly contributing in making an event more successful
and attractive. This is possible by effective planning and management that is develop by an event
management company and industry. Safety and security measures are necessary to conduct a
successful event and to provide a safe and chaos free event to a customers. Future growth and
success of any event organiser is depend upon how satisfied are their customers with their
services thus, it become necessary to implement proper crowd management and parking plans.

REFERENCES
Books and Journals
Aljazea, A. M. and Wu, S., 2019. Managing risk for auto warranties. International Journal of
Quality & Reliability Management.
Ansari, A. M., 2019. Iran, Islam and democracy: The politics of managing change. Gingko
Library.
Bui, H. T., Chau, V. S. and Cox, J., 2019. Managing the survivor syndrome as scenario planning
methodology… and it matters!. International Journal of Productivity and Performance
Management. 68(4). pp.838-854.
Covell, D. and Walker, S., 2019. Managing intercollegiate athletics. Routledge.
Divya, R. and Chinnaiyan, R., 2019. Reliable AI-Based Smart Sensors for Managing Irrigation
Resources in Agriculture—A Review. In International Conference on Computer
Networks and Communication Technologies (pp. 263-274). Springer, Singapore.
Farnham, T. D., Toshiba Corp, 2019. Method for managing the configuration of a wireless
connection used to transmit sensor readings from a sensor to a data collection facility.
U.S. Patent Application 10/404,535.
George, A. L., 2019. Managing US-Soviet rivalry: Problems of crisis prevention. Routledge.
Griffiths, M. and Wiltshier, P. eds., 2019. Managing Religious Tourism. CABI.
Heller, F. ed., 2019. Managing Democratic Organizations II(Vol. 2). Routledge.
Kindsiko, E. and Baruch, Y., 2019. Careers of PhD graduates: The role of chance events and
how to manage them. Journal of Vocational Behavior. 112. pp.122-140.
Lategan, G. and Williams, M., 2019. Student learning and employability: Immersion in live
events. In The study of food, tourism, hospitality and events (pp. 133-142). Springer,
Singapore.
Legg, K. R., 2019. Managing political change: Social scientists and the Third World. Routledge.
Lendvai, P., 2019. The bureaucracy of truth: How communist governments manage the news.
Routledge.
O'Leary, R., 2019. The ethics of dissent: Managing guerrilla government. Cq Press.
Parrish, B., Gross, R. and Heptonstall, P., 2019. On demand: Can demand response live up to
expectations in managing electricity systems?. Energy Research & Social Science, 51,
pp.107-118.
Peeters, P. M., 2019, February. The impacts and consequences of unsustainable tourism growth
in Europe. In Conference on Managing Sustainable Tourism Growth in Europe.
Sadeh, A. and Dvir, D., 2019, April. Women Leadership Style, The Type of Projects They
Manage and Their Success. In International Conference on Gender Research (pp. 530-
XVI). Academic Conferences International Limited.
Walklate, S. and Evans, K., 2019. Zero tolerance or community tolerance?: managing crime in
high crime areas. Routledge.
Wood, A., 2019. Advancing development projects through mega-events: the 2010 football
World Cup and bus rapid transit in South Africa. Urban Geography. 40(4). pp.428-444.
Yamin, M., 2019. Managing crowds with technology: cases of Hajj and Kumbh
Mela. International Journal of Information Technology. 11(2). pp.229-237.
Online

Fashion Show Fire Safety and Crowd Management. 2019. [Online] Available
Through:<http://www.crowdsafety.org/casestudies/fashion-show-fire-safety-and-crowd-
management/>.
Independent Security Management – UK Festival. 2019. [Online] Available
Through:<http://www.crowdsafety.org/casestudies/independent-security-management-
uk-festival/>.
Special event management and event marketing: A case study of TKBL all star 2011 in Turkey.
2019. [Online] Available Through:<https://www.aabri.com/manuscripts/11847.pdf>.

Appendix