Comprehensive Report: Managing Conferences and Events - Unit 7

This report provides a detailed analysis of managing conferences and events, covering various aspects of the industry. It begins by examining different categories and dimensions of events, using examples like mega events (FIFA World Cup), hallmark events, major events, and minor events. The report then explores current trends influencing the events sector, such as the use of facial recognition for guest management, the increasing use of alternative venues, the importance of hotels, the integration of technology for engaging experiences, and the paramount importance of safety and security. Furthermore, the report delves into room layouts and additional services necessary for successful event execution, considering factors like space for stages, tables, and cakes, as well as the provision of food and beverages. The report also investigates different management roles within the event industry, highlighting current job opportunities and required skills and attributes. Finally, it outlines the criteria required to run and manage a safe and secure event, ensuring comprehensive coverage of key elements in the field of event management.

UNIT 7: Managing
Conference and Events

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Examine the different categories and dimensions of events, using specific examples to
illustrate the differences.........................................................................................................1
Using specific examples of different categories of events discuss the features and current
trends influencing the events sector.......................................................................................2
PART 2............................................................................................................................................4
Room layout and additional services which are needed for the successful execution of event
................................................................................................................................................4
PART 3............................................................................................................................................8
Explore the different management roles within the event industry, with reference to current
job opportunities in the sector................................................................................................8
Review the management skills and personal attributes required to work within the events
industry and meet stakeholder needs and expectations..........................................................9
PART 4..........................................................................................................................................12
Criteria required to run and manage a safe and secure event...............................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Managing Conferences and Events refers to as executive management of a conference
either carried out in company or in house. The execution of project management abilities for
designing as well as development of small or large scale events can be referred to as event
management. This includes activities such as determination of target audience, study conducted
upon the brand, planning for logistics, coordination of the technical aspects and development of
event concept prior to the launch of an event. It is part of tourism industry which is used to
generate revenue for a country, society, town etc. This is important because in this creative ideas
and new information is transferred between experts. Due to which effective decision are taken
for the growth and development of the business in the global market. Kuoni Travel is a tourism
company who is offering services including charter and scheduled passenger airlines, cruise
lines, hotels etc. Organisation was founded by Alfred Kuoni in the year 1906. It's headquarter is
in Zurich, Switzerland and around 111,621 employees are working for the company across the
globe. Organisation’s main services for customers are travel agencies across the globe. This
report includes various dimensions and categories of events related to its features, current trends
so that influencing event sector can be studied. A event lay out is designed in order to meet
particular clients requirement. Here, evaluation of services within an conference or event is done
in order to meet the specific requirements of the client.
PART 1
Examine the different categories and dimensions of events, using specific examples to illustrate
the differences
Events introduces to planned management of effective occasion which happens in
between clients and space suppler. This sector is mainly best-known as Kuoni Destination which
are made up of different incentives, conferences, exhibitions as well as meetings but they are
also famed by many other names as it includes events, banqueting, conference and catering.
There are different examples of an organization such as The Waldorf Hilton, Butter &
Company, and so on. These type of organisations gives the space for executing different
events on the basis of an individual's requirements. The events can be categorised into
various parts which is mainly relaying on requirement of a person. Some events are identified as
under:
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Mega events: These are known to be effective and best events which have globally to
exposure. They have relevant and direct effect on economy as well as social within a country.
Along with this, Major annual and one-time televised mega-events can plan large viewership as
well as important interest from national, international and regional advertisers. They are known
as one of the most expected and must-see events. There are some examples related with Mega
Event such as FIFA World cup, USA NFL Super Bowl and Olympic games.
Hallmark events: It is another type of event which happens at same place whenever they
go on in a year. They are normally similar with respect to place. Main example of this event is
Tamworth Country music festival, Sydney Gay Mardi Gras etc.
Major events: It is consider another and effective type of events that can attract
maximum number of travellers and also have huge media coverage. Along with this, they also
give economic advantages to specific nations. They consist of boutique style events or programs
which have circumscribed following. There are different examples of Major events which are
goodwill games, AFL grand final etc.
Minor events: It is another kind of events which are executed by local authorities is
considered as minor events. Main aim of minor events is to have social, entertainment and
cultural objectives. There are some examples of minor events which are NSW, Male from snowy
river bush festival in Corryong etc.
Using specific examples of different categories of events discuss the features and current trends
influencing the events sector
Kuoni destination is a management organisation which plan different events within a
specific country. There are different features that directly influencing the event sector. Some are
determined as under:-
Bolster Guest Management and Experience with Facial Recognition: It is a main
current trend that impact on event sector such as Kuoni. It ensures greater safety by following
facial recognition to spot person on known security lists.
Social life-cycle events: It is another event which includes wedding, wedding
anniversaries, bar mitzvahse etc. All these are mark passage of period with the accurate
celebration of each and milestone or occasion. Within the wedding sector, it is especial for
hosting an effective event which lasts for approx 3 or more days due to the actual ceremonies.
Waldorf Hilton, Butter and company etc are consider best example of these event.
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There are different trends in event which are determined as under:
Use of alternative venues is increasing: It is a trend in event industry which will help
Kuoni in enhancing innovation within workplace. In order to attract large number of customers
this trends will support an organisation. Thus, it will also assist an enterprise in its growth and
development. There are different examples of locations such as historic building, museums and
sports place keep events on trend as well as interesting.
Hotels are a good place: It is another trend which will also essential for entire event
industry by increasing its market share and sales within given time period. For example: demand
for meeting is surpassing venue provide, which will origin hotel rates to maximise in recent year.
To account for this increasing demand, international hotel construction for upcoming year is on
the rise. It will help an industry in developing innovation in event industry which will assist them
in increasing its productivity and profitability.
Technology at the core of creating an engaging experience: Technology is considered
as a part of innovation which will help an event industry by increasing its sales and maximising
customer base. It will also an industry in retaining employees for long time which will further
assist in increment in market share and sales of such sector. For example: there are different
types of new technologies for event planning which is augmented reality, artificial intelligence,
virtual reality, internet of things and many other. All these kind of technologies will assist the
planners to continue to meet participant expectations as well as deliver more attractive meeting
and event experience.
Safety and security are top concerns: It is another important and main trend which will
also support an event industry by increasing number of customers and retaining employees for
long time. Along with this, concern and privacy are identified as the top concerns of event
planners going into 2019. In Addition to this, events and meeting are often affected by security
and safety threats. Due to this, cybersecurity is becoming a maximising concern mainly for
participant connecting or linking to unsecured event e.g. Wi-Fi networks. Thus, it is also
considered as a part of innovation which highly support an event industry to gain long tern
advantages and benefits within given time duration. Innovation is most essential part for the
growth and development of event industry which will support them to accomplice competitive
benefits in given time period.
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PART 2
Room layout and additional services which are needed for the successful execution of event
The layout is specifically designed based upon the needs and demands of the party which
has booked the venue and given order for the tour to take place. The responsibility of the event
production and management vests in the hands of Kuoni Destination Management. The
requirement of this multi destination event is accommodate guests amounting to 300-400. This
event will be a composite to experience things such as culture, heritage, health, spa, meeting,
conference, adventure, luxury etc. The theme for every visit is different and the themes for every
place are thus decided upon as follows:-
Cultural Location: The colour theme for this place will be orange and yellow.
Historical Location: The colour theme for this place will be based on brown.
Healthcare Location: The colour theme for such location will be a mix of white and
yellow.
Spa and wellness: Such a location will have a colour theme of yellow and orange.
Conference Location: The conference will take place at a location whose colour theme
would be white and purple.
Adventure Location: The colour theme for this location will be colourful so as to attract
the attention of people easily.
Luxury Experience: The luxury experience location will also be based on a multicolour
theme as this is aimed at beautifying the location in a manner such that people experience lavish
lifestyle with excellent setup and interiors.
At every location of this multi tour destination of product launch, guests will be served
with canapés together with a choice of hot or cold beverages. Also, the package will comprise
of a three-course meal for breakfast, lunch and dinner. The supper will be feasted by tea,
cold drink and coffee as per the needs and wants of every guest.
Apart from all the above planning and organising for this multi tour product launch
event, arrangements also have to be made for additional facilities that are complimentary
with event production and management. These facilities will be handled by Kuoni
Destination Management in an effective and efficient manner so as to ensure comfort and ease
for every guest. Further, this will help in ensuring that the party who has booked for this event
derives satisfaction from all the aspects associated with this event. This leads to the event
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booking party getting content with the planning and organising of event inclusive of event
services associated with food & beverage, accommodation, safety and security, seating, service
delivery. When the client gets totally satisfied, the company directly gets an opportunity to
demand funds as per their wishes and thus, planning and organising each facility in an effective
manner becomes essential for an event management entity such as Kuoni Destination
Management. In this regard, for the present event of multi tour destination product launch, Kuoni
Destination Management has made some arrangements for extras or extra services which are
essential for the success of event. Thus, to exceed the needs and expectations of clients, the
following extras have been considered and managed by Kuoni Destination Management:-
Space/Platform required for the stage: An overall extra space of 300 square feet is
used to build an elevated platform for the party for whom event has been organised so that the
product launch can be executed in an effective manner by gaining the attention of all the guests
feasibly.
Space for necessary items: Here, a table that is small will be kept near to the stage so
that all the necessary things that are needed at the stage can be collected in a quick and easy
manner. Further, this table will keep the interests of guests maintained as when they will see
goodies or any other commodity, they will make assumptions regarding what will happen next
where such things would be utilised. This will prevent the guests from getting bored and also
ensure friendly connections between the guests as they will be discussions their assumptions
with other people present at the event.
Space for cake table: When a corporate event takes place successfully, usually there is a
cake cutting ceremony that happens post the product launch. A lot of space is not needed for this
but the location at which this table is placed matters very much. It is essential that the location
that is selected for cake cutting is not near to heat from sun or stove and does not have many
tables or guests continuously passing nearby.
Space for buffet or food setup: It is necessary for Kuoni Destination Management to
decide upon the nature of f&b meal serving. The meal can either be arranged as a buffet or can
be served upon separate guest tables by waiters. For the present event, the company has decided
to arrange a buffet for which a large space is separated to keep the buffet table setup. The buffet
is arranged for 300-400 guests.
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Space for bar/beverages section: There will be a beverages section for guests wherein
soft drinks as well as hard drinks will be available as per the discretion of guests. But it is
essential that the allotted space is enough for all the guests to gather together near the bar
section.
Space for dance floor: This is found to be an essential component for any corporate or
private event as every event is completed with dance and food. Thus, a fair sized dance floor is
set up for the entertainment of guests present at the event.
Space for DJ or band: When a dance floor is set within an event, this generally becomes
a complimentary service. Usually, a 4-piece band needs a 12’ x 20’ dance stage. It is essential
that effective communication is set with the DJ. This space will also include a small space for
speakers, other music equipments and a DJ table. The dimensions of such space for keeping the
speakers would be 8’ x 8’.
Trends in the event industry to stay innovative
A number of trends are prevailing within the events and conference industry to stay
innovative and ahead of competitors prevailing within the same business sector. Such trends are
discussed as follows:-
Constant globalisation: This can be referred to as the international consolidation of
large scale business organisation and is found to be one of the fastest and growing trends wherein
nations have the access to transmit the goods and services across the geographical confines.
Increasing growth of third-party planners: Here, in this situation, planners are
constantly leaving their own companies to build their own independent corporation. They
are setting up their own event entities as this has been found to be one of the most growing
sectors in the current scenario.
Virtual reality (VR) experience by making use of VR headset: Virtual tours as well as
product demos have the potential as well as the ability to enhance marketing by giving access to
consumers to indulge themselves within an event before actually attending it. This technology is
being used by entities to provide a unique and comforting experience to guests.
Increasing utilisation of latest technologies: A number of technologies are now
being constantly used by event management companies. Such technologies comprise of fax, e-
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mails, in-room technology, internet facility, video-conferencing, barcode facility for ensuring
security of guest rooms, inventory control with the use of technical equipments.
Wearable technology and Sensors: In today’s era, event industry is taking forefront by
making use of wearable technologies such as iBeacons, GPS, Wi-Fi, Bluetooth assists and Near
Field Communication (NFC). With this, event production and management companies gather
data associated with experiences driven by guests. Post the collection of information, it is
transmitted to the central CRM so that steps can be taken for bringing about improvements.
Innovation in Events
Innovation that can be executed in events comprise of sustainable event management.
This can be referred to as the process through which integration of social as well as
environmental responsibilities take place while carrying out event organisation and planning.
Here, companies take into consideration the demands as well as values of a number of
stakeholders that are actually impacted by the outcomes of the event. This leads to
reduction of solid wastage within events. A number of companies are now making use of
latest trends within the industry that provides assistance to attendees to experience quality
living and lifestyle with the help of use of hybrid events as well as mobile applications. A
remarkable and exemplary company using this technology is Shawna McKinley. With the
usage of such technologies, companies operating within event sector can significantly save
their budget and enhance their profits.
Organisations in today’s world are constantly undertaking steps to consider the
wastage caused by an attendee in an event. It has been found out that on an average
estimate, one person discards roughly 1.89 kg of waste every single day. This is equivalent
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to 2.6 times weight of compact cars days.
The carbon footprints vary from event to event. A local conference has less number of air
travellers in contrast to attendees coming from trains and car journeys. The ways in which
companies operating within this sector can significantly reduce carbon footprints include:
 Provision of hybrid, virtual as well as remote choice for attendees. Centralised locations
that would strive to balance out travel and which must be closer to the prevalence of
participants.
 Green venues as well as hotels that take initiatives must promote the usage of green
energy purchase.
 Incentivizing car pooling for attendees and focusing on elimination of in-event travels by
developing walkable event for neighborhood.
PART 3
Explore the different management roles within the event industry, with reference to current job
opportunities in the sector
Assessment of own skills and abilities have huge role in the process of the development of the
career. There are many different job roles are persist within the event industry. There are
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different types of events are organised in all over the world these are named as sports, music,
Festival etc. All these vents are organised by the clients at large scale and having their huge
contribution in the development of this industry. This is one of the emerging industry which
grows with rapid rate and having huge contribution behind the employment of the large number
of individuals. UK is developed nation where large number of events are organised in a year.
There are large number of career opportunities are available in this industry depends upon the
own internal skills and abilities. It is the duty of the individual to assess their own skills and
abilities and accordingly plan their future activities.
Nowadays, event industry is at the boom and large number of growth opportunities are
present. Right now, I am working in Kuoni Destination as assistant event project manager. Now,
I want to grab the opportunities available in the market to attain higher position in the market. In
this regard, the main aspect is about the analysis of their own skills and abilities. Through my
current performance I analysed that having too many skills which are important have in this
industry. The main skills which have to be present in me include communication, problem
solving, effective management etc. Communication is the one of the important aspect in this
industry which helps to attain the attention of the consumers and persuade their behaviour. There
are many methods of self evaluation. These includes personal SWOT, appraisal by peers,
questionnaire etc.
The method which is used by to evaluate my own skills and abilities includes is named as
questionnaire. In this regard, I prepared two close ended questionnaire which help to analyse my
skills and abilities. Both these questionnaires are based on the different aspect. One is help to
ascertain and assess my skills and another one have their contribution in the process of analysis
of behaviour and the important characteristics.
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
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