Holiday Inn - Unit 7: Managing Conferences and Events Report

This report examines the management of conferences and events, using Holiday Inn as a case study. It begins by categorizing different event types, including private, corporate, and fundraising events, and then delves into the dimensions of event planning such as anticipation, arrival, atmosphere, and appetite. The report identifies key trends in the events sector, including security, technological advancements, and sustainability. It then details event layout design considerations for conference rooms, focusing on table configurations, room selection, and adjustments to lighting and sound. The report also explores additional services within the conference environment, such as projector presentations, Wi-Fi, and air conditioning. Furthermore, it outlines management roles within the event industry, emphasizing the importance of relationship building, event activity planning, and workforce utilization. Finally, it reviews the management skills and personal attributes required for success in the events industry, alongside measures to ensure venue safety and security. The report provides a comprehensive overview of event management practices within the hospitality sector.

Unit 7: Managing
Conferences and Event

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Categories and dimensions of events....................................................................................1
P2. Features and current trends impacting upon events sector...................................................2
P3 Event layout design to set up conference room.....................................................................3
P4. Additional services within conference environment.............................................................3
P5. Management roles within event industry..............................................................................4
P6. Review Management skills and personal attributes that are required to work in events
industry........................................................................................................................................5
P7. Measures to provide safe and secure venue for guests and staff..........................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Conferences can be referred to as the accumulation of several persons pertaining to an
organisation for the purpose of discussing over a key concern or issue related to the entity.
Besides this, event management can be said to be the process involving administration of
activities related to execution of an event in an effective manner. Event sector is regarded to be
only of the most rapidly evolving and growing sectors within the confines of United Kingdom.
The present project is conduced upon Holiday Inn which is a renowned hotel chain having its
headquarters at Denham, UK. The respective hotel conducts a range of events and conferences at
rapid intervals. The report throws light upon various categories and dimensions of events
together with considerations for conference as well as event room setup. Further, the assignment
explores management skills necessary for operating in event environment. Lastly, security and
safety measures for an event are stipulated.
TASK 1
P1. Categories and dimensions of events
Within the confines of event sector, there are a number of categories as well as
dimensions of events that need to be taken into account by an organisation pertaining to
concerned industry. In relation to Holiday Inn London, the different types of events that are
conducted by this entity are explained as follows:-
Private Events: This is a kind of event which is primarily organised or carried out for the
purpose of celebration of a specified occasion with family, peers and acquaintances. Such type of
event is usually restrained to be enjoyed with immediate relatives and are not accessible for
public at large. The events which pertain to this category are acknowledged to be wedding,
birthday party, anniversary celebration, festive event etc.
Corporate Events: This can be inferred as the kind of event which is mainly organized by
businessmen or entrepreneurs with the sole motive of establishing professional relationships with
associated and business partners. Also, it helps in setting effective networking between directors,
manager, leader and employees of an entity. At times, large corporate giants even incorporate
loyal and important customers in meeting. The events pertaining to this category include
conferences, seminars, success party of projects, corporate lunch etc.
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Fundraising or charity event: These can be defined as the type of events which are
carried out by any NGO or NPO with a view to address the issues being faced by society. At
times, such events are also organized for the purpose of raising funds for a social cause. This
comprises of events such as charitable auction, sports event, sponsored cycling etc.
Apart from the above mentioned event categories, there are also some dimensions of
event which are considered by event manager in order to meet the needs and demands of clients
effectively. In this regard, the event manager of Holiday Inn takes into account the below
mentioned dimensions of event planning:-
Anticipation: It is significantly imperative that the event planning entity stipulates a
positive anticipation of its events through the usage of extensive marketing and communication.
Arrival: In relation to this dimension, event department in Holiday Inn ensures the safe
and secure arrival of guests. Hereby, emphasis is upon transportation, accommodation and
related services.
Atmosphere: The respective hotel ensures that guests have access to a welcoming and
positive atmosphere. Also, it is keen on provision of effective hospitality services to individuals
so that they can derive maximum satisfaction.
Appetite: The menu in any event organized within Holiday Inn is aligned with the needs
as well as demands of client. Furthermore, the cuisines and types of food and beverage items are
chosen as per the season and occasion.
P2. Features and current trends impacting upon events sector
Within the confines of event sector, a number of trends and features have an influence over the
event managers. These are described as follows:- Security: One of the most prominent trends that have exerted its influence over event
sector is the growing concern regarding maintenance of safety and security of guests at
the venue. In this regard, the features pertaining to this trend which are taken into use by
Holiday Inn are stipulation of bodyguards, CCTV, managerial round ups etc. Technological Advancements: Yet another trend that has a significant influence over the
operations and execution of event is the constant advancements that have been taking
place in the technologies used within the concerned sector. In this regard, the features
pertaining to this trend that are taken into account by Holiday Inn’s event department are
use of projectors, incorporation of mobile technology, digital photo or video booths etc.
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 Sustainability: This is another apparent trend that is being used by a number of event
management companies to enhance their global market share. In this relation, Holiday
Inn conducts a number of charity events whereby it promotes the preservation of
environment through the adoption of sustainable practices, with a view to act in the
interest of nature.
P3 Event layout design to set up conference room
Selecting the room layout for any kind of conference is recognised as an important part
which has large impact upon the overall experience of guests and clients. For this purpose,
Holiday Inn's department of event management is preparing conference room for meeting
purpose that is about to take place. This meeting is conducted to discuss about the launching of a
new product. In this regard, the lightening, seating arrangement and sound has to be great as it
will reflect the overall presentation of a meeting. The presentation have to be clearly visible to all
the 30 guests and it should have adequate sound. The designation for this meeting is elaborated
as follows-
Table configurations: There are certain different styles that can be utilised for the purpose
of sitting arrangement. For this specific important conference of Holiday Inn, its event
management team has decided to select the V shape tables which will help in making the
presentation clearly visible to each and every person with adequate sound. It also helps to satisfy
candidates in regards to face to face discussions.
Selection of room: For the purpose of this meeting, Holiday Inn's room has been selected
that must have capacity to have seats for around 30 members with proper spacing. Moreover, this
rooms has to be sound proof in order to avoid any kind of distractions and disturbance which can
occur from outside environment. The walls of the room must be painted with professional and
light colours.
Adjusting lights, sound and picture quality: In the selected room for conference, lights
have to utilised in a way which do not reflect brightness and in which all the members must feel
comfortable. The sound should not be too high nor too low, it must be adequate.
P4. Additional services within conference environment
The global event sector is constantly evolving with the passage of time. This enhances
the significance of making use of unique and technological services which have the capability to
disrupt the market place and lead the entity to a top position. In this regard, the event
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management department of Holiday Inn also provide a number of additional services to cater to
the needs and demands of clients in an effective manner. Such additional services are briefly
described in context of event environment as follows:-
Projector presentation: This is one of the most effective additional services which are
generally applied by event management companies in corporate events to enable the client
organisation to have a detailed discussion regarding any important business matter. In this
regard, Holiday Inn makes use of projector presentations while organising business meetings,
conferences or product launch event of an enterprise.
Wi-Fi facility: This is yet another key service that has become the need of hour in any
event, especially corporate or fund raising events. In this regard, the event management
department of Holiday Inn ensures that the premises is equipped with WIFI in the event hall.
This is done to make sure that client and other guests do not face any kind of technical trouble
during the execution of occasion. This provides aid to the respective hotel in providing ease and
comfort for all the participants within the event.
AC: This is one of the additional services pertaining to event sector which is incorporated
by companies with an aim to ensure pleasurable experience for participants. In context of this,
Holiday Inn stipulates this service in all types of events until any of the clients have opted not to
use this facility during execution of event. In addition to this, the event management department
ensures that the hall is adequately ventilated so that guests do not get a feeling of suffocation at
any point of time.
P5. Management roles within event industry
Hospitality sector is required to emphasise on improvising their quality of services in
order to gain competitive edge within the industry. Along with this, the respective industry have
also brought numerous of opportunities for the individuals working in it. In order to obtain those
opportunists it is essential for these individual to incorporate desired skills, competencies and
knowledge in their personality in order to sustain longer within in it. This simply allows them in
attaining higher and long lasting career growth. Some of the common role that are performed by
management of Holiday Inn are described as below:
Creation of strong relationship with parties: Event planner of Holiday Inn, mainly
emphasises on developing their own relationship with various event associated people like
sponsors, contractors, vendors, caters, decorators and other related people. Along with this, event
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planner of respective company also communicate all event associated information with the
stakeholders in order to avoid risk of conflicts that might occur in future, this is also supportive
in developing healthier relationship with them.
Planning event activities: Another role that is being executed by event planner of
Holiday Inn is effective planning and management of all event associated activities. This simply
includes management of workforce, their supervision, resolving issues during event, crowd
management, safety and security and many others. In order to accomplish all this, it is essential
for management team to have strong command over leadership and management skills.
Optimum utilisation of workforce: It is also essential for event planner to effective use
available workforce so that they can organise an effective event for host. In context of Holiday
Inn, its event planner is required to assign work to each and every workforce according to their
skills and requirement. This directly supports them in execution of whole event work in rightful
manner.
P6. Review Management skills and personal attributes that are required to work in events
industry
The rapidly evolving phase of event sector exerts pressure upon the event management to
make sure that its skills are effective enough to cater to the needs and preferences of clients. In
this relation, the management skills as well as personal attributes which are necessary for event
manager of Holiday Inn are explained as follows:-
Management Skills
Flexibility: The event sector is witnessing the emergence of a number of trends and
features which need to be effectively taken into account by the management to ensure entailment
of extensive satisfaction from client. Thus, it becomes essential for Holiday Inn to exhibit
flexibility to incorporated the latest and emerging trends within the events organised by it.
Keen observation: Keeping an eye over the event preparation activities performed by the
staff members is important for event management. This aids Holiday Inn to make sure that all the
services and features are in accordance with the requirements and preferences of client.
Personal Attributes
Interpersonal communication: This is considered as the prerequisite within event
management as it is a group of individuals who collectively take the responsibility of managing
and organizing an event. The collaborative working pattern of event team leads to the need of
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event management to make use of interpersonal communication so that synchronization can be
set between personnel to develop an attractive event as per client requirements.
Creativity: This is regarded as another crucial attribute that must pertain to event
management so that demands placed by clients can be met in a unique and creative manner.
Creativity is leveraged by event manager of Holiday Inn to cater to the needs of clients and
ensure the development of an appealing event within its premise.
P7. Measures to provide safe and secure venue for guests and staff
Event planner of Holiday Inn is required to consider all safety measures at the time of
event so that they can offer higher satisfactory services to customers or clients. Some of main
safety measures considered by this event manager are described as below in effective manner:
Matching IDs with Registration data: For providing assurance to every guest related to
safety, event planner of Holiday Inn prefers to match each and every ID of the event guest with
registration data ion order to check that whether they are the part of guest list or not. This ensures
that event will not become part of any kind of manual hazard because of non invited guest.
Development of Security check points: At next, event planner of the respective hotel also
develops various check points at the event location where every visitor will be checked at
different parameters such as weapons, equipments or other harmful material that could affect
safety and security of event.
Maintaining privacy of events: Event planner of Holiday Inn ensures that they will
maintain privacy of event so that they can freely enjoy their private function without worrying
that it will be published in newspaper or any other media. In order to maintain this, event planner
does not allow any news reporters or other media without taking permission from the host. This
is supportive in ensuring guests that privacy of their function is the first priority of event planner.
CONCLUSION
Event sector is one of the most turbulent and dynamic corporate sectors owing to the
rapid introduction of technologies and innovations within its confines. In this regard, events are
of 3 types, namely, corporate, fundraising and private. There are many additional services that
are now being provided by event companies to cater to customer demands. Such services
comprise of WIFI, projector presentation, air conditioning etc. Apart from this, it is analysed that
creativity and uniqueness must be present within the event management to ensure that they come
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up with market disrupting services at rapid intervals. With the passage of time, security has
become one of the key concerns in events for which entities use bodyguards, CCTV etc.
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REFERENCES
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festivals and events. In Managing and Developing Communities, Festivals and
Events (pp. 3-15). Palgrave Macmillan, London.
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organizer's dilemma. Accounting Perspectives, 15(4), pp.331-335.
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