Event Management Report: Conference and Event Analysis, London

This report provides a comprehensive analysis of event management, focusing on the operations of Dream Sales Machine in London. The report delves into different categories of events, including product launches, commemorative events, and bridal events, highlighting their distinct purposes, required skills, and differences. It also examines the dimensions of events, such as location, cost, and amenities, and explores current trends influencing the event sector, including contributions to GDP, interactive destinations, and innovative marketing strategies. Furthermore, the report outlines an event layout for setting up a conference, covering venue space, logistics, and decor, while also discussing additional services available, such as projectors, hygiene measures, and exhibit coordination. Finally, the report explains various management roles within the event industry, including conference architects, meeting designers, event security managers, and sponsorship managers, providing insights into their responsibilities and contributions to event success.

Managing Conferences
and Events

INTRODUCTION
An event is a assembly that happens at a given place at a particular time. It is defined as
public gathering for a specific purpose like celebration, education, reunion or a marketing
campaign (Dymkova, 2020). It is a phenomenon of a significant meeting that has taken place in a
social environment. A conference is a meeting of a group of people discussing on a particular
topic. It is a formal meeting for associating the regulations of some activities or for exchange of
information. This report is based on Dream Sales Machine, which has initiated its operations in
Landon on May 16th , 2018. The organisation operates as a conference organiser, event manager
academic support service provider and a travel agent. Topics covered in this report are categories
and dimensions of an event, concern of workshop and meetings required for working in an
industry, measures needed for managing stable event for the guests, etc..
TASK 1
P1 Different categories of events, their dimensions and differences.
The Dream Sales Machine, London, is a luxurious organisation having its operations in
London for providing best services to their clients. It arranges events, conferences and travel
services for satisfying the needs of their clients with utmost efficiency. This corporation holds
variety of activities style and conclaves as per its clients demands and requirements. Different
categories of events are explained as:
 Product Launch Event- Corporates organising promotional events for fostering the
products and services of their brand, in order to influence prospective customers and
enhance sales use such type of events. In case of Dream Sales Machine, London it
focuses on such activities and invites different organisations for carrying out promotional
plans for their brand.
 Commemorative Events- These are concerned with civic activities concentrating
majorly on supporting a political and non-government person. It also includes events
inviting celebrities for performing and entertaining the public. These are handled by
administrators who prepares and takes charge for activities and other resources also they
cater services to be delivered to the guests (Getz and Page, 2016). Within the framework
of Dream Sales Machine, organises activities managed by its executives acquainted for
pleasing the clients.

 Bridal Events- They are conducted for imparting knowledge an encouraging the
assembly. With relation to Dream Sales Machine, the executives synchronizes with
individuals, architecture and make-up artists for attracting more customers (Iglesias,
2017).
Difference between Events
Basis of
Differentiation
Promotional Commemorative Bridal
Purpose For promotion of
commodities or
services which were
launched earlier.
For promoting
governmental and non-
government
individuals.
For managing different
events like weddings,
etc. with better
coordination and
management.
Required Skills Awareness about the
competition and
business, users skills
and expectations in
work management.
Informative,
consistent, make plans
and interested in
exploring.
Decoration,
informative, team
worker, professional
creations and a good
contact.
Dimensions of Events
Location- It is the most essential factor, that is to be analysed by a manager who is
selecting the destination of the event. The leadership team of Dream Sales Machine performs this
role by identifying the resources of the venue as per the event requirements.
Cost- The event organiser ensures for charging a reasonable cost for the provisions. It is
another most important factor. The Dream Sales Machine, identifies the estimated cost of events
and conferences to be organised for their clients.
Amenities- It includes the facilities and services provided to the clients in addition to the
core or primary services (Mei, 2020). Dream Sales Machine tends to organise events and
conferences that helps and facilitates smooth flow of conferences and events.

P2 Features and current trends influencing the event sector
Each industry focuses on trends that helps in organising the proposals in an appropriate
manner and to attract more customers for improving its profits. Dream Sales Machine
administrates works on variety of patterns and technologies that affects the industry as a whole.
Few of the factors are listed below:
Contribution in GDP- Event management industry arranges various programs and
conferences which have a significant contribution to the economic development of a nation. The
level of contribution depends on the number of visitors attending a particular event or
conference. Another key factor contributing to the GDP is the area of scope of an event or
conference (OBC, 2017). Larger the event the higher is the footfall and the more is the revenue
generated, resulting in higher contribution to the GDP percentage of the country. Dream Sales
Machine is organising huge number of events and conferences in the nation and contributing a
massive amount to GDP and rising the standard of living.
Interactive and Unique Destinations- This pattern schedules the location as per the
requirements of the events like, ceremonies, workshops and meetings and office conferences,
etc.. By choosing exclusive and unique appearance it trends to attract bridal events and material
locations to contract with. Also selecting a particular location depends on the nature of the event
like for an educational event the selected location should be peaceful and quiet, whereas for the
events like marriage ceremony the location preferred should be easy to approach and should have
good ambience. Dream Sales Machine focuses on organising the events as per the needs of their
customers and keeping in mind the nature of the event conducted.
Innovative Marketing- This trend changes in accordance with the repetitive changing
demands of the customers which have a direct impact on the industry. Marketing of an event is
done with the help of various different types innovative ideas like use of various social media
platform. Use of pamphlets and more different and unique ideas are to be done for effective
promotion of the ideas and event(Quick, 2020). In context with Dream Sales Machine, it uses
several promotional tools and aspects of marketing activities like virtual assistance, YouTube,
social mainstreams, etc. for influencing public opinions in the current era.

Task 2
P3 Design an event layout for setting up a conference
The layout for setting up a conference is as:
Space of the venue- The venue is the destination where the event is going to be held. The
place decided by the organisation for conducting the event should be spacious for fitting the
number of people invited for it. The place needs to be clean, hygienic, spacious and not
suffocated due to increased crowd. It should be well ventilated and should have proper
availability of facilities and amenities. The sitting arrangement should be done in an organised
manner and designed in accordance with the event's requirement like banquette style or U shaped
style, etc.. The attendees should be informed in advance for their allotted seats. The decor of the
place should match with the theme of event.
Logistics- The event must have a proper arrangement of logistic facilities like skilful
speakers, working mics, appropriate tools for giving presentation, etc.. All these elements plays
an integral part for smooth working of an event or conference. The place should possess proper
sound system that is audible to each and every attendee also the mic should be clear sounded
Dymkova, 2020. It should have a proper space for setting stage or podium, if necessary.
Food, Beverages and Decor- The caterer should be responsible for preparation of foods
and beverages. It also includes staffing bars, serving of food stuffs, cleaning up of the place and
attending the dines. It is often one of the most important part in the expense of the event. Guests
remembers the fate of the event by the food and beverages offered in the event. The attendees are
most likely to complain for the event only in terms of food and beverages offered. The decor not
only includes colour theme, for making an event successful decoration plays a crucial role. It
varies with the nature and purpose of the event.
P4 Examine the additional services available within the conference and event environment and
the importance to provide them
This is essential hat additional services are to be provided to the clients in order to
provide them the optimum level of satisfaction. There some of the additional services that is
given to the clients in order to provide them remarkable experience. Some of the services are
there which are provided by the dream sales machine(Greenwell, Danzey-Bussell and Shonk,
2019).

Projector: In order to enhance the client experience with their conference, dream sales
machine will also provide projector so that clients are able speck along with the virtual
presentation. This will make the conference more attractive and enjoyable for the clients. And
has also give attention towards the quality of the projector so that presentation could be given
without interruption.
Hygiene and cleanliness: Dream sales machine will give the more attention on the
hygiene and cleanliness, as this is priority measure in the COVID-19 situation for the all. For
this, company will provides the time-in and time-out ID cards so that they can ignore the
physical interaction while doing formalities at the time of check-in and check-out from the hotels
and conferences room. Along with this, they will give special attention on the cleanliness of the
rooms and avoid physical interaction as much as they can.
Exhibit coordinator: For the success and conference or event, Coordination is the
essential aspect as this facilitates the successfully completion of the event without any
interruption between the event, everything is done at the right time and at the right place, that
provide support in to provide the satisfaction and the great experience to the clients.
Infrastructure: This is refers to the basic physical, structure or the facilities provided by
the company that will support the functionality of the event and conference so that can complete
successfully along with the client satisfaction(Gregory, 2020). This can be include AC and
heater rooms, swimming pools, sound proof conference hall etc. along with this facilities clients
get the higher-level of satisfaction.
P5 Explain different management roles within the event industry
Event management is refers to the application of project management that is associated
with the formulation and development of the large or small scale personal and corporate events.
Event industry is described as one of the large and competitive sector which is consist of the so
many competitors that are providing different services to their clients across the globe(Calabrese,
Calabrese, and Cappelli, 2018). This industry is having the high opportunities for the individuals
that help them to enhance the knowledge, skills and ability in their career which provides them
professional and personal growth. There are some roles played by the event sector is explained
below:

Conference architect: This is similar to the event designer, they focused on the
objectives of the event and return on investment. In addition to this, they generally focus on the
whole event planning and delivery process that helps in to identify the areas that needs the
improvement and enhancement in terms of the execution.
Meeting designer: These are one who focused on creating the best experience while
ensuring about the event objectives that are to be achieved through the individuals experience,
this is an combination of the good knowledge of psychology and cognitive learning. With this
role dream sales machine ensures about the best learning outcomes and provides the effective
experience.
Manager of event security: Safety and security is of the important element of every
event. The manager of event security takes the role and responsibility to ensures all guest, staff,
and volunteers are safe from the potential threats. In relation to the dream sales machine
company, they give the major attention on the setting up security checkpoints and procedures,
hiring the security staff, being alert along with the additional protection for the high-profile
guest(Covell and Walker, 2019).
Sponsorship management: Sponsorship plays a very vital role in the generation of the
revenue and the success of an event. Having staff members that are dedicated towards recruiting
the sponsors is provides the significant impact on the success of the every event. In context to
dream sales machine company, sponsor manger of the company are familiar with the other
business and engaged in building the relationships so that they will invest and work hard while
ensuring that this an mutual beneficial agreements.
P6 Review the management skills and personality attributes required in the event industry
Events requirements are dynamic in nature as this has been changing rapidly in the
certain period of time. The things which required at the time that may not be further required as
with the change in time, needs and demand of the customers has also get enhanced. The changes
increasing the scope of launching of the substitutes within the same industry. Thus, to overcome
this event management industry is concerned with the skills and some personal attributes who
provides support to them in to face the challenges and to meet the clients requirements
effectively that gives positive outcomes to the company.

Management skills
Flexibility: As event management is an dynamic and complex, along with the every changes
there is both challenges and opportunities. This includes lots of planning in order to
successfully complete the event or conference. So dream sales machine company's
managers and employees are consist of the flexibility in the skills to ensures about the
regular changes as according to change in time (Henderson, 2019).
Observation: It is one of important skill because it is necessary to observe and supervise all the
activities by the ground staff to ensures about the changes that are required and client can
get all the expected services, keen observation will help sales dream machine company to
make sure they are following all the business policies and practices that provide support in
the fulfilment in the client preferences in a systematic manner.
Team management: This is described as the process of managing people at work along with
guiding them and providing direction towards the desired goals and objectives, this is one of
the most important aspect in every organisation. Therefore, with this respected company will
ensures the proper super vision of the event team, and aware them about their roles and
responsibilities. This enhance the collaborative and coordination among the employees.
Personal attributes Interpersonal ability: Employees should be consist of he interpersonal skill, in which
employees are connected with each other and build the positive relationship. This
enhance the coordination level and corporation among the employees this helps in to
conduct the event successfully along with the client satisfaction.
 Creativeness: Event management includes art skill, in which creativity and innovation is
inherited part of it. This is skilful and precious personal attribute that help sin to achieve
he high level of satisfaction of the client and stand apart from the competitors.
P7 Specify and explain the appropriate measures required to provide secure and safe event venue
To make the event successful, it is important to make the effective planning along with
the safety and security measures included in it. With the making this element foremost priority,
organisations that engaged in the vent management will attain the bright future and longer
sustainability at the market place. Proper and effective planning help the event manager to deal
with the challenges and threats that may arise during event and adversely affect the event. In

context to dream sales machine company, there are some safety measures taken by them and help
in the successful execution of the plan into action (Edgell Sr, 2019).
Creation of security check points: To ensures about the safety and security of the event,
there should be event security checkpoints in which guest are to be checked thoroughly so that
they are not having any harmful equipment that are threat for the others life. With this dream
sales machine company enhance the sense of security and its level as per the premises made
between them and clients. This will help in to increase the guest footfall due to which it will
attempt the distinct market share.
Matching IDs with the registration data: This is an another way for the safety and
security of the event. It is essential for the event manager to maintain the record of the guest list
which are associated with the particular event. And require to provide enter ID cards so as to
avoid the fake entries and crowd at the event venue. Dream sales machine company keep the
record of the guest list and have verified them in a appropriate manner so as to validate the guest.
Maintaining the privacy of the event: There are some event companies who are involved
in publicise their events in order to promote their company name, where they use various tools
such as online platforms or traditional channels of promotion. But some of the clients did not
want this, as this is an risky approach that reveals various identity such as event venue, event
type etc. is it important to concern with the privacy of the event as specially when client need it.
CONCLUSION
In context with the above project report, it is concluded that events, conferences and
incidents should be managed efficiently and properly for aiming high customer satisfaction and
increasing the customer base. If protocol events are planned by the organisation it attracts a large
number of customers. A manager needs to possess organisational, interpersonal and
communicational skills for supporting the accomplishment of the jobs successfully like ales,
bridal activities and business activities, etc.. It is critical for the organisations for measuring
various factors like price, amenities, destination and facilities for planning a successful event or
conference. The designing of an event takes in to consideration the framework of areas,
incidents, positioning and other facilities associated to the event and conference.

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