HM607 - Conference & Exhibitions: Analysis of UK Event Destination

This report provides an analysis of exhibitions and conferences, focusing on the purpose of organizing such events and evaluating specific venues for optimal destination selection, using London, England, as the chosen destination. It discusses resources utilized by a specific painting exhibition held in London and offers recommendations for future events, including improvements in painting arrangement, technical functionality, venue space utilization, and lighting to enhance customer satisfaction and event success. The report covers the definition and explanation of exhibitions and conferences, the purpose of both, venue evaluations, resource evaluations, and recommendations for future events, emphasizing the importance of strategic planning and resource management in the conference and exhibition sector. Desklib provides a platform to access this and many other solved assignments.

Conferences and Exhibitions

Executive Summary
The aim of report is to explain exhibitions and conferences. The purpose of organising
conference and exhibition is discussed. Evaluation of specific venues so that correct destination
can be selected. Resources used by a specific exhibition is discussed. Further, recommendations
are provided for future events. Painting exhibition is organised at London, England.
Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Define and explain exhibitions and conferences.........................................................................3
Purpose of conference and exhibition..........................................................................................4
Evaluation of specific venues......................................................................................................5
Resources used by a specific exhibition......................................................................................5
Recommendations for future events............................................................................................6
CONCLUSION................................................................................................................................6
REFRENCES...................................................................................................................................8

INTRODUCTION
Exhibition means showing or presenting something for public display and organised
collection of selected items. Conference means a meeting in which more than two people are
involved to discuss common issues (Bashkoff and Horowitz, 2018). Conference is usually formal
and discussion on issues is done. Destination is chosen London, England for conference.
Conference refers to meeting in which more people are involved and they are discussing issues.
The report examines, exhibitions and conferences, purpose of exhibition and conferences at
destination, evaluation of specific venues, resources used in conference and exhibitions.
Recommendations for resources which can be used in future events.
Define and explain exhibitions and conferences
Exhibition is an organised presentation or display of items. It includes many items like,
paintings or natural history museum, commercially focused exhibitions and trade fairs. There are
two type of exhibition i.e., trade exhibitions and consumer exhibitions. It is an object which is
identified, something exhibited or an act. Exhibition is important because it helps in increasing
brand awareness, close deals, helps in launching a new product, benefit from cost- effective
marketing (Dang, Liu and Luo, 2020). With the help of exhibition, company can do marketing
and people can gain more knowledge, meet potential clients and increase sales of company.
Exhibition provides unique items for customers and attract audience. In London, exhibitions are
organised to attract people and unique products are presented. Exhibition of painting, crafts,
pictures, sculptures etc. are presented. This is the easiest way to increase sales and attract
audience to buy products. In London, people like, exhibitions and buying paintings or sculptures
from exhibitions. For exhibition halls, museums and hotels are available. Proper arrangement is
made by managers of hotels so that exhibition can be done properly.
Conference means meeting of two or more people discussing common issues. This is
formal meeting of a company or an organisation in which discussion is done related to company.
There are different type of conference like, seminar, workshop, round table etc. In London,
generally seminar or workshops are organised or meeting of shareholders are organised. Almost
all the companies in London, England organise seminars because there are proper place where
meeting can be done. People of England are having interest in buying paintings and there are

places where proper arrangement can be done. Conferences help in team building, making new
contacts and connected with friends. In London, proper facility like, place i.e., art gallery is
spacious and exhibition can be arranged properly. The place is available for conducting
conference and all arrangement is made as per the need of company (Uva and et.al., 2017). There
are many places in London where exhibition of paintings can be organised and make
arrangements as per need of customer. London is best place for organising conference and there
is proper security. Customers did not face any problem and good services are provided by
hospitality sector.
Purpose of conference and exhibition
Purpose of exhibition is to attract people and increase brand awareness of product of
organisation, exchange information, negotiate a trade, increase sales of company. An exhibition
is one of the powerful marketing tool which can be used by an organisation to increase their
sales. For example, exhibition of painting helps customers to get good painting at one place and
at reasonable price. Exhibition provide platform to for promotion of product and people can get
knowledge about product. Positive impact of exhibition is it helps in increasing brand awareness,
gain knowledge, launch a new product, meet potential clients and choice of customers can be
identified (Lin, Chen and Lin, 2020). There are some negative impact of exhibition such as, huge
investment is required, stand design and build, travelling and accommodation expense for staff
members, competitors will be part of exhibition and this is not good for company. To get
potential customers, company has to take stand and identify people who are interested in buying
products. In London, people are interested in buying products from exhibitions so this is a
positive impact. More customers will be attracted and it helps in increasing sales of products.
Negative impact of destination is that competitor is more and it is difficult to sale product. For
organisers it is difficult to satisfy need of people because competition is increasing. Customers
are having many choices and they can select best option as per their need and which is in their
budget.
The purpose of conference is to discuss common issues or people with common interest
come together so that they can make better plans for success of company. It helps in allowing
people to gather and share their views and suggest ideas to solve problems (Allen, 2018).
Conference means to take decisions on common topic and focuses on topic of mutual concern.
After discussion, decision is taken with mutual consent of all members present in the meeting.

Positive impact of conference is that it provides opportunities for networking, exchange of
innovative concepts because there are many people and all have different way of thinking. So,
conference helps in making better plans for achieving goals of company. Negative impact of
conference is that conflict may arise. Positive impact of organising conference in London is that
there are many places where proper arrangement can be done. There are many hotels available
which provide good services to satisfy needs of customers. Negative impact is that may be
information of company get leak due to improper security.
Evaluation of specific venues
It is essential to choose correct place for organising exhibition or conference so that
purpose can be fulfilled. An exhibition of painting is organised at Hayward art gallery in
London. The space was large and all the arrangements were made as per the requirement. All the
things were properly arranged and decoration was also good. Managers of art gallery, managed
all the things so well and promotion was done on social networking sites so that more people can
attend and it helps in increasing sales of company (Bhattacharjee and Pal, 2018). The main
purpose behind selecting art gallery for exhibition is this is situated in middle market so people
can attend this and paintings are good. There are hotels available in which there is space for
exhibition and conference a separate room is made in which formal set up is done. It can be
selected for exhibitions and conferences.
In London, England there are many hotels and halls, art gallery where exhibition or
conference can be arranged. At Hayward gallery space is more and arrangement s are made as
per need of customer. Good services are provided and there is separate area for food and
beverages where people can enjoy. There are two venues i.e., Hayward art gallery and National
art gallery. These are two venues which are spacious for organising art show and people can
enjoy. In both the venues good services are provided but Hayward art gallery is situated in the
city so it is convenient for people to attend art show. There is slight difference in hotels like,
their price, food quality, arrangement, rating etc. In art gallery, manager was having knowledge
for making arrangements and they are having experienced staff. For security, cameras and
security guards are available. Most of the exhibitions of painting is organised in art gallery. It
creates positive impact on customers and people do not have to travel much as it is situated in the
middle market. There is no issue of conveyance and accommodation facility for staff members is
available (Lupacchini, Daniso and Palpacelli, 2019).

Exhibition should be attractive and promotion should be done on social sites so that more
people can attend this event. It is essential to make all the arrangements properly like, snacks for
customers, security, painting should be arranged properly. It is the responsibility of manager to
check all the arrangements and make changes if required so that there will be no issue in future.
Resources used by a specific exhibition
It is important to use resources when organising exhibition so that needs of customers can
be satisfied. Exhibition of painting is organised in art gallery, London, England. The purpose was
to attract more people and increase sales of company (Kuzyakin, 2019). All the arrangement was
done by properly and promotion was done on social sites so that more people can attend
exhibition. In exhibition of painting resources were used like, ticketing, security, etc.
Physical- the gallery was organised physically; it was not virtual. In Hayward art gallery all the
arrangements are made and people are invited by giving advertisement on social sites and in
newspaper.
Human- to attract more people, advertisement were given and people from different countries
were invited.
Technological – in organising event, technology was used as social networking tools are used for
promotion of event. CCTV cameras was fixed for safety of people.
Entertainment – entertainment programs were organised for people like, music and dance. This is
to attract people and to hold attention of audience.
Security - For attending exhibition people has to purchase ticket. For security camera are
available and security guard were present. There was proper checking for every people for safety
of other people.
It is essential to use specific resources so that exhibition can be organised properly. There
should be proper arrangement for security so that people can attend exhibition safely and there
will be no issue. It is the responsibility of manager to make arrangements as per the requirement
and make sure that all staff members are working properly. In the exhibition, without ticket there
was no entry and tickets can be purchased through online apps. There was arrangement of snacks
for people visiting in exhibition. The purpose of organising exhibition in London, England was
to attract more people and increase sales of company. The art gallery in which exhibition was
organised situated in middle market so people did not face any problem in attending exhibition.

Advertisement was given on social networking sites so that more people can be attracted
(Ramsay, 2020).
All the arrangements were perfect and people enjoy at exhibition. Lighting in the art
gallery was good and attract people. Overall the exhibition was arranged properly and people
like it. There were some mistakes which will be improved and better arrangements can be done
next time. for satisfying needs of clients, it is essential to provide good services and make
arrangements as per the need. This creates positive image in market and more customers are
attracted.
Recommendations for future events
There are some recommendations which can be used for future events so that needs of
clients can be satisfied. In the event, painting exhibition is organised. Paintings were not
arranged properly and due to that people are facing problem so this should be improved. There
was some technical issue due to which cameras were not working properly. This should be
improved next time so that clients can be satisfied and exhibition can be done systematically.
The size of venue was large and there were not too much painting. There was empty space which
was not looking good. So, next time this should not be repeated. Lighting in the hall should be as
per the environment like, it should not be dull. The structure must be simple and attractive so that
people can get attracted and enjoy the event. So, these are some changes which should be keep in
mind next time so that better exhibition can be organised and satisfy need of customers. For
security, theme should be decided so that people can be safe and enjoy art show. In entertainment
programs some fun activities like games should be organised so that people can enjoy. When
activities are organised then people are attracted and they enjoy art show.
CONCLUSION
From the above discussion it can be concluded that, exhibition means to display things in
creative way so that customers can be attracted. Conference means a formal meeting in which
members of organisation are gathering for solving issue and taking decision which is beneficial
for growth of company. Purpose of exhibition like, increasing sales of company, increasing
brand awareness etc. has been discussed. Purpose of conference such as, making plans for

achieving goals and objectives of company has been described. Further, positive and negative
aspect of exhibition and conference has been discussed. Evaluation of specific venues used by
conferences and exhibitions has been described. Evaluation of resources used by conference or
exhibitions has been discussed. Some recommendations are provided which can be applied for
future events and better services can be provided to customers.

REFRENCES
Books and Journals
Allen, J., 2018. A multitude of displays. In Windows for the world. Manchester University Press.
Bashkoff, T. and Horowitz, D., 2018. Hilma af Klint: Paintings for the Future. New York:
Guggenheim Museum Publications.
Bhattacharjee, A. and Pal, S., 2018. July. Attention of viewers while viewing paintings depends
on different types of exhibition light: a quantitative approach with eye-tracking method.
In International Conference on Applied Human Factors and Ergonomics (pp. 328-336).
Springer, Cham.
Dang, R., Liu, R. and Luo, T., 2020. Lighting quantity indexes for lighting paintings in
museums. Building and Environment. 182. p.107142.
Kuzyakin, B. G., 2019. ASPECTS OF EXHIBITION LIGHTING IN THE STATE
HERMITAGE. Light & Engineering, 27(4).
Lin, C. L., Chen, S. J. and Lin, R., 2020. Efficacy of Virtual Reality in Painting Art Exhibitions
Appreciation. Applied Sciences. 10(9). p.3012.
Lupacchini, A., Daniso, A. C. and Palpacelli, M., 2019, June. Active Paintings. Design Project
for a Portable Exhibition for People with Dementia or Cognitive Impairment. In Italian
Forum of Ambient Assisted Living (pp. 313-322). Springer, Cham.
Ramsay, B. A., 2020. Travelling exhibitions and transporting paintings. In Conservation of Easel
Paintings (pp. 679-690). Routledge.
Uva, G., and et.al., 2017. Modelling framework for sustainable co-management of multi-purpose
exhibition systems: the “Fiera del Levante” case. Procedia engineering. 180. pp.812-
821.