Analysis of Conference and Event Management Practices at Hilton Hotel

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Running Head: CONFERENCE AND EVENT MANAGEMENT
Conference and Event Management

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CONFERENCE AND EVENT MANAGEMENT
Table of Contents
Introduction....................................................................................................................................3
LO1. Investigate the different categories and dimensions of event within the event sector..........4
P1. Examine the different categories and dimensions of events, using specific examples to
illustrate the differences.............................................................................................................4
P2. Using specific examples of different categories of events, discuss the features and current
trends influencing the events sector..........................................................................................6
LO2. Examine the considerations for conference and event room set-ups defining the
professional standards required....................................................................................................8
P3. Design an event layout to correctly set up a conference or event room to meet specific
client brief requirement..............................................................................................................8
P4. Examine the additional services available within a conference or event environment and
the importance to provide them to meet specific client requirements for added value..............9
LO3 Explore the management skills required to work within the events environment and
successfully.................................................................................................................................11
P5 Explore the different management roles within the event industry, with reference to current
job opportunities in the sector..................................................................................................11
P6 Review the management skills and personal attributes required to work within the events
industry and meet stakeholder needs and expectations..........................................................12
LO4 Explain the measures required to manage a secure and safe events environment for staff
and guests...................................................................................................................................13
P7. Specify and explain the appropriate measures required to provide a secure and safe
event venue, a safe environment for guests and a safe environment for events staff, providing
specific examples.....................................................................................................................13
Conclusion...................................................................................................................................15
Reference List:.............................................................................................................................16

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Introduction
Event management can be defined as a process of developing and creating projects for events
with a structured framework, which consists of proper programming and planning. This can
include activities like business meetings, conferences and seminars, personal events like get-
together or wedding ceremonies and festivals (Fragkogianni 2018). The event manager, who is
responsible for leading the processes and having several interpersonal skills including the time
management skills and leadership qualities, coordinates the event management program. This
study will focus on the dimensions of events that can be in the given sector and within the
chosen organisation, the qualities and the services will have to be considered and analysed for
the hosting of the events. Managerial skills will be focused on as this helps in efficient working
and the manager will take necessary measures so that its security and safety can be maintained
at all times. This assignment will focus on the Hilton Hotel, which is one of the opulent hotels in
the United Kingdom, and it also operates in more than six continents and has more than 600
hotels all over the world. It is one of the largest establishments of the hospitality industry in
terms of its revenue and customer satisfaction (Hilton.com 2019).

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LO1. Investigate the different categories and dimensions of event within the event
sector.
P1. Examine the different categories and dimensions of events, using specific examples
to illustrate the differences.
Hilton Hotel is chosen for the study as it is one of the major hotels all over the United Kingdom
and the world and it provides several kinds of opportunities to the customers in terms of event
management. The hotel allows conducting personal and corporate events and it is one of the
renowned organisation with this kind of facility in the United Kingdom (Paraskevas and Quek
2019). This organisation is well known for different kinds of conferences and events, which
includes business dinners, trade exhibitions, and conferences, networking events, award
meetings, product launch events and shareholder meetings. Personal events are also
conducted other than the corporate ones and it includes wedding events, get together parties,
festivals and special events (Shabo 2018). The elements of these types of events are different
and therefore, it is important to understand the differences in the elements required for hosting
an event. The categories and the dimensions are generally responsible for the differences and
some of such differences will be described below. The company is well known for its different
business conferences, wedding ceremonies and business dinners.
Elements Business Conferences VIP dinners Wedding Ceremonies
Decoration The decoration for
business conferences
include formal and
sophisticated decoration,
which also includes
different kinds of
lightings, chairs, tables,
projector screens, sitting
arrangements, speakers,
good ambience and
emphasis on corporate
behavior (Higgins-
Desbiolles 2018)
The decoration for VIP
dinners includes both
sophisticated and formal
decoration, which
includes good quality
sitting arrangements
and speakers,
decoration with flowers
and fragrances, building
up the ambience with
proper dining tables and
emphasis is put on
beautification
The decoration for
wedding ceremonies
includes a theme based
decoration. it includes
proper sitting
arrangements, floral
fragrances, proper
lightings and other
requirements based on
the hosting party

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Tenure The event is generally
carried on for more than
two to three days,
according to the
requirements of the
client. A long business
conference stays for
more than two days
while some conferences
finish within a day.
VIP dinners generally
stay for a single night
and it can even last for a
whole day but it never
extends to more than a
day. However, the
tenure of the events
depends on the
requirements of the
client and further
bookings of the
company (Chang et al.
2017)
Wedding ceremonies
generally last for 3 to 4
days however, it
depends on the culture
and background of the
clients. Wedding
ceremonies of the
people of the United
Kingdom stay for 4 days
while wedding
ceremonies for Indian
people stay for 8 days.
Funds The funding of the
business conferences is
generally very high and it
comes from the business
partners and the
stakeholders of the
company. In cases of
the international and
national level of
business conferences,
sponsors are gathered
from several people
related to media who
cover the event directly
from the venue. Prices
range from mid-level to
higher level and there is
no straight funding policy
from a particular
investor.
The funding of this kind
of event generally
comes from the parties
who conduct the event,
it can be more than one
host, and generally, a
group of hosts who
conducts the event pays
the prices. Prices range
from nominal to high
level. The prices of the
party depend on the
host and the one with a
higher financial status
organises a gala dinner
while other hosts
conduct a normal buffet
system (Dardeer et al.
2017). Sometimes
luxury dinners and
parties are also held.
Wedding ceremonies
and personal event have
different kind of funding
which comes from
personal funds, the
person who conducts the
event. The organisation
helps to cut down the
overall expenses for this
kind of events, however,
the event has to be pre-
booked with 20% of the
prices in advance and
the estimated
expenditure will be
decided then. This also
helps the host of the
party to reduce the
overall cost of the event
and the expense of this
kind of events are

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generally high and
tenure is long lasting
Food and
beverages
Food and beverages
served are of superior
quality and Star Michelin
chefs prepare it.
Preference is given to
the starters and
beverages during the
conference hours and
the people of other
countries a provided with
the delicacies of the
country so that the
culture of the nation can
be introduced to them
(Jones 2017).
Refreshing drinks are
provided during the
conference and there is
a high emphasis on the
authenticity of the
products. Lunch or
dinner is attached to
every event and
sometimes both of them
are conducted if the
tenure is long.
The emphasis lies on
the beverages, starters
and the main food items
and every guest is
served with a variety of
starters and range of
refreshments. The main
course is served in a la
carte or a buffet and the
seats are arranged
based on hierarchy.
The items are served
based on the
arrangements of the
seating and therefore,
the amount of food and
beverages arranged for
this kind of events is
huge.
The amount of food and
beverage in this kind of
event is extraordinary
and can range from
different kind of multi
cuisine dishes to the
local delicacies.
Emphasis is given on the
starters and the main
course and every guest
are greeted with a
beverage (Paraskevas
and Quek 2019). Most
of the funding in this kind
of events is done for the
food and beverages and
there is a wide range of
choices from which the
guests can choose.
P2. Using specific examples of different categories of events, discuss the features and
current trends influencing the events sector.
Hilton hotel has been well known for the events and conferences it conducts and from the time
of its foundation, the company has been able to arrange for successful events and meet the

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demands of the customers. The event depends on the financial capability of the hosts and
therefore, the prices of every event range from low to high. If the host has a high financial
capability then and they generally arrange for a luxury event in which the high-class people of
the society and some of the mediocre class people of the society originates (Raj et al. 2017).
The company has been able to understand the demands of the market and have tried created to
the needs and requirements of the customers in the society and therefore, the managers and
leaders have started to understand the requirements of the customers and the current trend that
is affecting the market (Stewart 2017). The company has introduced different kinds of
techniques and services so that they can organise the event in a better manner and the
organising committee and the management team of the organisation has been able to improvise
and innovate the services used by the customers with the help of the latest technologies in the
market.
One of the major factors that influences the events is the generations of the customers and
therefore, different kind of learning, volunteering and mentoring processes are included in this.
There has been an increase in the public and private social networks and trade shows, which
have allowed developing a dedicated army of attendees and exhibitors and has helped to
understand the content generation and curation through a complete event-related analysis. The
customers of the market focus on the show designs and the experiences of the events and this
kind of buyers formats help in the fancied rule on driving the number of customers.
Customers are looking for a developed and tech-savvy life and wants highly trained and skilled
workers at all times who can provide them with their demands. The organisation has been able
to introduce properly trained and skilled employees and has allowed the customers to avail the
latest technologies in the market, which has helped to increase the satisfaction of the customers
and reputation of the company (Wang 2017). Conferences have been organised in a most
structured way so that the management system can be completed without problems. Customers
look for a beautiful experience and therefore, the companies have been able to renovate the
space and include the latest designs and incorporate new kind of machineries, which can help
in the event. Dining spaces and washroom have been redesigned, which have enhanced the
satisfaction level of the customers and the conference halls have been renovated according to
the requirements of the customers and the latest trends.

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LO2. Examine the considerations for conference and event room set-ups defining
the professional standards required.
P3. Design an event layout to correctly set up a conference or event room to meet
specific client brief requirement.
To set up an international conference it is important for the company to have a certain set of
unit, which can help in gaining the professional standards. The name of the event is Universal
Touring and Convention on Tourism Expansion.
Lounge: The Company Hilton hotel has recently renovated some of the halls and has arranged
for a theatre-style lounge, and this has been done so that the Old British culture can be
maintained by the beautification and innovation, which can allow the customers to rest and relax
comfortably. The company also offers the customers with an executive lounge, it has a premium
service in which the food and beverage can be ordered immediately, and it has complete Wi-Fi
connectivity at all times (Camilleri 2017). The executive lounge has been created in such a way
that it can provide a good view of the city of London and can provide a panoramic view of the
nearby areas as it is situated in the 14th floor of the company.
Lighting and decoration: The above-mentioned event will be held at the evening time and
therefore, lighting is one of the major aspects of hosting an event and will emphasize on the
beautification and upholding the culture. The lighting and decoration are done in such a way that
security of the customers is maintained and the team of electricians is always available at the
event day (Gautam and Pan 2016). Decoration includes beautification with flowers, and
fragrances and allows the customers to have a good experience during the event. The
decoration is done in such a way that the traditional British culture can always be focused on
that all times.
Banquet: For this kind of event, a banquet is one of the most important features that the
company can provide the customers. This is where the events will be arranged, it will have a
traditional UK based beautification, and therefore there will be an increased and flexible space,
where the large dance floors can be used to accommodate a large number of customers during
the meeting (Getz and Page 2016). The banquet will have the facility of continuous food and
beverages to the customers and starters will be served during the course of the event.

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Enclosed long tables: The enclosed long tables are used so that they can accommodate a
large number of guests and the complete space can be utilised properly. It will also help the
guests to have easy access to the event coordinator and a speaker, a set of pads, pens, papers
and a bottle of water, will be provided to everyone (Repo 2016). The hotel provides the guests
with a beautiful set of furniture and other protocols so that a standard meeting can be enhanced.
Stage: The stage will be created so that it becomes easy for the speaker to be comfortable to
the guests and the Hilton hotel prefers building stages on the rooftop of the company so that
other activities can be held after the meeting has been completed (Robinson, Ruhanen and
Breakey 2016). There is complete management of all activities and is seen that all actions are
conducted smoothly.
P4. Examine the additional services available within a conference or event environment
and the importance to provide them to meet specific client requirements for added value.
The company provides the customers with different kind of additional services. These services
they provide to enhance the experience of the customers in the organisation.
 The customers are provided with free Wi-Fi connectivity at all times so that they can use the
internet facility. This is useful for the people who come to the hotel because of their
corporate work and without the internet it will be hard for these people to work and stay in
the hotel. It will also be beneficial for entertainment purposes (Clayton 2016). This is likely to
increase customer value.
 The company provides the customers with conference rooms and banquet services so that it
becomes easy for the customers to conduct a conference or a meeting of a corporate nature
(Getz and Page 2016). Different kind of meetings of Corporate and personal nature can be
conducted in these rooms.
 The company also offers the guests with spa and beauty service. The customers will have
to pay a negligible amount to get the services and this would include body massages, spa
baths and other activities related to personal health and well-being. This kind of services will
attract more customers.
 The company always provides emergency services to the customers so that in case of an
emergency the company can take care and provide the first aid. The company has doctors
on the spot that can help in emergencies (El Haddad 2015). Facilities for disabled people
are also provided and some employees are allotted with the work of caring for these people.

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Caring for customers is their main motive and these services will enhance the experiences
of the customers.
 The company also provides customers with dry cleaning and laundry services.
 The company provides the customers with taxi services, parking and underground parking
and this is beneficial for the customers who have their own mode of transportation (Jackson
2015).
 The company also provides the customer with city tour arrangements and provides tickets to
movies. The company also provides the customers with in-house sports facilities like
billiards, chess and gambling. The customers also provided with option to rent a car at any
time during the day.

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LO3 Explore the management skills required to work within the events
environment and successfully
P5 Explore the different management roles within the event industry, with reference to
current job opportunities in the sector
In the event management program, there are several rules and this has to be aligned with the
plans and the activities of the customers. In the above event, the company had several
members like the supervisor of the event, event coordinator, event manager, director of the
event, communication assistant and coordinator and the sponsors. Traditional managerial roles
exist, while new roles have also started to emerge in the market and that too with the advent of
new technology at the very fast rate (Mair 2015). The roles of the managers in this industry are
very specific and it is important for every person to carry on their roles successfully so that the
event is completed without a problem. The event is a very prestigious one and it is important for
the company to look at the specifications beforehand so that the arrangement can be completed
with the help of the professionals and everybody can be provided with allocated tasks. To
uphold the reputation of the company, it is important for the company to carry on all the roles
and activities perfectly from all dimensions and the management will have to plan and
incorporate the latest technologies in the functioning of the event (Kashef 2015). For conducting
the international conference properly, it is important for Hilton hotel to arrange for a conference
architect who will be responsible for setting up the layout of the event and a digital concierge will
be responsible for handling the presentations with the help of digital projectors in the event.
Figure 2: Various Management roles in Event Management
(Source: Getz 2015)

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Other than the traditional roles, several other managerial roles are available in the event sector.
The new rules include the wedding ceremony planner, event coordinator, catering services
manager, event manager, corporate event planner and manager, coordinator of the
sponsorship, social media controller, employee and staff coordinator and the marketing
manager (Sorokina 2015). The people with this kind of specialisations will help to carry on the
event in a proper way and will introduce a proper planning process of all the events. These
specialised roles have become imperative in the event industry as they have been able to
coordinate every bustle properly and somehow joint ventures in this kind of events have been
beneficial at all times. This is helping the attraction of different kind of specialised employees
with a gradual rate and is increasing job opportunities for them (Hansen et al. 2016).
P6 Review the management skills and personal attributes required to work within the
events industry and meet stakeholder needs and expectations.
The management skills include:
 Crisis settling aptitude is a must
 Loyalty is a must
 They ought to have a legitimate comprehension of the occasions
 Competent leadership abilities are important
 The employees must have phenomenal relational abilities
 They ought to be exceptionally enthusiastic and adaptable in their job
 They ought to be totally committed towards their association
 They ought to make an effort to meet the buyer dependability level
 The employees ought to be inventive and imaginative in their activity
 Well-organized hierarchical aptitudes are vital
 They ought to familiarize themselves of improving time management
 Technological aptitudes to the current situation is imperative (El Haddad 2015)