Detailed Report on Managing Conferences and Events: A Case Study

This report provides a comprehensive overview of event management, focusing on conference planning and execution. It begins by defining events, categorizing them into private, corporate, and charity events, and exploring the dimensions within the event sector. The report then delves into current trends and features influencing the event industry, such as technological advancements and the importance of personalized experiences. A significant portion is dedicated to the planning of a two-day conference, including budget allocation, seating arrangements, and the provision of essential services like interpreters for international delegates. Furthermore, the report outlines various management roles within the event industry, from social media coordinators to virtual event planners, and highlights the crucial management skills and personal attributes required for success, such as interpersonal skills, creativity, and technological proficiency. The report also emphasizes the importance of ensuring a secure and safe environment for events. Overall, this report offers valuable insights into the multifaceted nature of event management, providing practical guidance and highlighting the key considerations for planning and executing successful conferences and events.

Managing Conferences and
Events

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO1..................................................................................................................................................3
P1. Categories and Dimensions of event within event sector.....................................................3
P2. Features and current trends influencing the event sector......................................................4
LO2..................................................................................................................................................5
P3. Layout for the conference to be held....................................................................................5
P4. Additional services to the clients for the event and its importance......................................7
LO3..................................................................................................................................................7
P5. Management roles in event industry.....................................................................................7
P6. Management skills and personal attributes required for event management industry..........9
LO4................................................................................................................................................10
P7. Measure for secure and safe venue and environment for event..........................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Event management is application of the projects to the creation of conferences, seminars,
festivals, formal parties and conventions. Now event planning has covered a wide scope. Event
planning includes overall activities related to management and implementation of conferences
and events. The process of coordinating, planning and implementing the activities for the event
are covered under event planning. These activities include budgeting, scheduling, site selection,
getting necessary permits, arranging event security, food and others services,etc. Event planner is
the person who plans, implements and coordinates the various activities related to the event.
Here in this report we are going to discuss a conference planning by Dream sales machine
(London) Ltd.The company here is going to plan for 2 days conference at london.
MAIN BODY
LO1
P1. Categories and Dimensions of event within event sector
Event can be defined as assembly of the public for the purpose of celebration, education
and marketing. Basically event are classified under three main categories which are private
events, corporate events, private events and charity events which are actually fundraising events.
Private events are events for the individual usually for family and friends. They includes
weeding, birthday parties, casual get together and festival gatherings. Private events have a
certain list of guests and does not allow public to take part. Most of the private events are
weeding events and birthday parties.
Corporate events are organized for marketing, brand awareness of the products of
business enterprises and corporate (Getz, and Page, 2016). The main motive of these events is to
promote their companies brand and products with the help of business dinners, conferences,
Seminars, product launches and business meetings. Corporate events will be helpful to build
business relationship between the employees, will increase communication between the staff and
will enhance the business efficiency. Seminars and conferences are one of the most effective
type of Corporate events. Conference is a meeting of business experts who discuss on the topic
about their opinion.
Charity events are used to raise the funds for charity by the event of their choice. They
get fund through various sponsorship, sports events and charitable actions.

The main dimensions of event management are as follows first is Mobile events, these
events takes place in different cities and places and are mobile in nature.It is regularized and
standardized in particular format by event manager. Next is place events means events held at
particular place from time to time ,
The next events are on the basis of scale of its operations which includes first micro
events,it depends upon the budget allocation which is core event budget and next is wider event
budget. Macro events are event having more budget than micro events are conducted at larger
scale than that of micro events. The last is mega events which are conducted at larger scale such
as International cricket match, Olympics, international conferences.
Multi site events includes events at multiple site and are managed centrally while single
site events are managed from the single site only.
Standardized events, these events has particular code of conducts that has to be followed
by the events ion its implementation (Maddock, and et.al 2015). While creative events can have
modifications in their application according to need.
Live events are the common practice either its is paid or free. It focuses on extending the
target audience and enlarging the market for key share holders.
P2. Features and current trends influencing the event sector.
Recently, event management industry is becoming odder and technological. Event
management is ever-changing industry. It keeps the new trends and technology on priority to get
customer satisfaction and getting work efficiency. Some innovations in the event management
industry is use of event management software, VIP experience, etc. The features and current
trends influencing event sector in each category are discussed as under.
The recent trend and features of an weeding reception has been developed to a great
extent. It focuses on giving the guest luxury experience (Stott, and et.al 2016). These trends
include Food based on the theme of weeding. Lighting, it is a simple way to create a ambiance of
the venue. The next feature is sparkle, creating a venue with darkness and sound makes the
feeling of the guest awesome. Entertainment is the key factor to improve guest experience in the
weeding.

The recent trends of corporate events like conferences are that now conferences are
turned up to be styled , point to speak up and theme based atmosphere. The digital services like
projectors, audio visuals has also been updated with time and technological innovations.
The fund-raising events like charity walks also gone through various changes in
modernization. They had started digital platform to attract more crowd for donors, they target
international organizations for fund-raising. They also use corporate sponsors to fund theior
events.
LO2
P3. Layout for the conference to be held.
Dream sales machine (London) ltd. Is going to conduct a two-day conference at London.
The conference is inviting 25 delegates from 7 different countries of the world. The meeting is to
held at conference room of Hilton hotel, London. The facility to stay for delegates will be also at
the same hotel. As they are from different countries they speak seven different languages . The
conference seating arrangement for them will be as under.
Illustration 1: Conference Layout

Particulars Amount per person (in GBPS) Total amount (in GBPS)
Stationers 12 300
Food and beverages 140 3500
Sitting arrangement 40 1000
Rent of premises 120 3000
convenience 32 800
Projectors and equipment 24 600
Security charges 32 800
Total 400 10000
Above is the budget allocation of the event. The total bugdet for the event will be 10,000 GBP.
Illustration 1 shows the layout for the conference. The seating arrangement for the delegates
would be in U-shape to have clear communication and interaction. It will also facilitate a clear
vision towards projector. And they can hear clear audio as well. Presenters can walk through the
space and get interacted with the attendees (Capodieci, 2017). It allows proper conversation
between the delegates and presenter. The conference room will be set up as requirement I will be
having few delegates sitting at front of projector others will be sitting at parallel side. The table
will be having laptops for each delegate and access to microphones to each of them. Water

bottles will be available at each seat. Other stationery items such as slip pads, pens, clipboards,
etc and other essentials. The conference hall will have two gates one is for entry and another for
exit. It will facilitate to have proper walk out and in and will not disturb others while movement.
Both gates will be having proper security force for not allowing any outsider to walk-in the hall.
This will be helpful in maintaining confidentiality of discussion. The space will be well-
equipped with CCTV surveillance for security purposes. Along with it conference hall will be
sound proof.
P4. Additional services to the clients for the event and its importance.
It is important to provide additional services to clients for conference to gain value
addition in services of event organizers. Cultural diversity is a factor to enhance the level of
conference. It also brings challenges to the conference organizers. Hence, conference organizers
has to make necessary arrangement for its clients. It will be helpful in improving the client
experience and value addition as well.
As the delegates are coming from 7 different countries organizer has to provide several
additional services to them (Hassanzadeh, and et.al 2017). Organizers have to do arrangement to
know the actual travel plan of guests. The travel plan will be helpful to make proper pick and
drop facilities on time. The travel plan is to include the date and time of arrival, medium of
transport they are traveling. The organizer has to make proper arrangement for picking up from
airports and again to drop them at time of departure. As delegates are from different countries
and not very well versed with English so, services will include appointment of language
interpreters for better communication between the delegates during conference. Rooms for them
should be properly equipped with all facilities, rooms should have proper schedule for the
conference and time to leave hotel for the show in the evening. Along with organizer has to
provide additional services to clients on recommendations and need. The company here also
planned for evening show at central London, so they have to make arrangement for pick up and
drop to the venue for the show.

LO3
P5. Management roles in event industry.
The Scope of managerial work has been increased with the increased pace of
modernization. Event management industry has emerged has one of the most important sector
for country's economic development. Along with its emergence the roles and responsibilities of
event manager has also increased. Event manager has to perform multiple tasks to achieve
efficiency. The various managerial roles performed at event industry are discussed below.
 Social media coordinator:-The role of social media coordinator has been increasing
nowadays. Responsiveness, Flair for community engagement are the key skills of social
media coordinator.
 Meeting designer:-They focuses on the improving the meeting experience by making a
planned structure for the meeting.
 Conference architect:-They focuses on the event objectives and work on attaining them
by planning a structured conference. They work on proper execution of the conference.
 Digital analytic manager:-The digital data is helpful in improving the event experience
and work on them. It is responsibility of digital analytic manager to gather and analyze
the data for the purpose.
 Manager of event security:- The security manager has to look after overall security
services which includes guards, CCTV cameras, etc.
 Feedback manager:-The person who has responsibility to get the feedback through
various media either social media or face to face communication is Feedback manager
(Raj, Walters, and Rashid, 2017). He has responsibility to report and analyze the
feedback for the better efficiency in future.
 Sponsorship manager:- Sponsorship have significant impact on the events. Having a
manager dedicated to get the sponsorship will be of great advantage of the event
company.
 Virtual event planner:-As event companies are taking their business online they are
providing their services all over the world. There are many companies which are working
as freelance event managers. This provides flexibility in event management.

With the emergence of event industry the opportunities in different field of event
management has also been increased. This will be helpful in better career opportunities for the
individuals and overall growth of event industry.
P6. Management skills and personal attributes required for event management industry.
Presently the event management field has requirement of professionals having desired
skills to perform their tasks efficiently. The major skills and personal attributes that an efficient
event manager should possess are as under.
 Interpersonal skills:-Event planning industry is all about meeting and interacting with the
people. Event manager should have effective communication skills to interact with the
people. The manager must have influencing communication to convince clients and other
parties.
 Creativity:-Having creativity is the favorable factor for fulfilling the clients expectations.
It is necessary to have creative event organizing ideas to cater the needs of various types
of customers.
 Technology wizard:-Event management is execution and management of multiple tasks
at same time. So manager have to know the use of various event management software
and mobile application. It will be helpful in managing tasks.
 Flexibility of decisions:-When working as an event manager the rigidity of things will
never work. The manager has to be flexible in decision-making as they have to deal with
multiple parties and clients (Thomas, and Weiss, 2019). Flexibility will be helpful in
attaining organizational objectives efficiently.
 Leadership skills:-Event managers posses great leadership skills. The success of overall
event is depending upon the success of team and team will qualify on leadership of the
leader or event planners.
 Time management skills:- Event managers have lot of work to do. So they always does
not have enough time to accommodate activities. They must know how to use time by
employing multiple tasks at the time.
 Effective personality:- An efficient event manager knows how to make impression in
front of clients. They always know that first impression is last impression and had to
maintain reputation in front of clients and guests.

 Passion for work:-Effective event manager must know how to work in stressful
environment, he must be ready to work in weekends, long hours and under pressure.
Thus, it is necessary for event manager to be enthusiastic, passionate towards his work.
He must have zeal to overcome the obstacles and difficulties.
 Eye on detail:- Event manager should have habit to know the details of the facts so as to
perform efficiently.Along with they possess skills to coordinate with different parties.
LO4
P7. Measure for secure and safe venue and environment for event.
Being an organizer of such a great international conferences they had to take some safety
measures for event venue, Safe environment for guests as well as staff. There are various key
measures that an event organizer has to consider while planning for the safe environment.
Event manager has to appoint an efficient security manager to perform overall security related
issues during an event. Security manager has to look after the all security needs of event. The
organizer has to appoint efficient security guards at ever entry and exit of conference hall and
premises. The authorized persons should only be allowed to walk in the conference premises. A
proper reporting of entry and exit has to be done to maintain record for future investigation in
need (Wynn-Moylan, 2017). Along with all these proper CCTV surveillance has to be there for
keeping regular track of activities in the conference premises. And proper recordings has to be
maintained in need of contingency. After that food and health safety has also to be considered for
the guests and staff as well. The food provided to them should be cooked under hygienic
conditions. Organizer must know particular requirement and issues of guest regarding food and
health. Building and conference hall has to be properly cleaned and hygienically maintained.
Hotel and security staff has to be implemented with the proper training to ensure proper safety.
The area has to restricted area at the time of guests presence at conference hall. Security has to
be alert at the time of arrival and departure of guest from the hotel premises.
CONCLUSION
The above report concludes about recent developments in event management industry.
This industry has come through various developments and changes over the time. There are
multiple functions available in this field to gain efficiency. Along with expansion of operations

the role and responsibilities of event manager has also been increased. There are various
professional career fields available in event management business. It includes planning,
marketing, implementing, entertainment. Event planning includes various tasks and
responsibilities and these tasks requires different skills and abilities to perform. So an efficient
event planner has basic skills and knowledge. Along with all these they have to look over other
works such as food and safety, pickup and drop facilities for guests and security for guest and
staff as well. Hence it can be said that event management is a professional multitasking service
for successful events.

REFERENCES
Books and Journals
Capodieci, L., 2017, October. Machine learning of IC layout" styles" for Mask Data Processing
verification and optimization (Conference Presentation). In Photomask Technology
2017(Vol. 10451. p. 104510B). International Society for Optics and Photonics.
Getz, D. and Page, S., 2016.Event studies: Theory, research and policy for planned events.
Routledge.
Hassanzadeh, A and et.al 2017. Event correlation across heterogeneous operations. U.S. Patent
9.712.554.
Maddock, J and et.al 2015, February. Characterizing online rumoring behavior using multi-
dimensional signatures. In Proceedings of the 18th ACM conference on computer
supported cooperative work & social computing (pp. 228-241). ACM.
Raj, R., Walters, P. and Rashid, T., 2017. Events management: principles and practice. Sage.
Stott, P.A. And et.al 2016. Attribution of extreme weather and climate‐related events. Wiley
Interdisciplinary Reviews: Climate Change, 7(1). pp.23-41.
Thomas, J.D. and Weiss, J.L., EntIT Software LLC, 2019.Automated event management. U.S.
Patent 10.404.551.
Wynn-Moylan, P., 2017. Risk and Hazard Management for Festivals and Events. Routledge.