Event Management Strategies: An Examination of Marriott's Approach

Desklib provides past papers and solved assignments for students. This report analyzes event management at Marriott Hotels.

Conference and Event Management

Contents
Introduction......................................................................................................................................1
LO1..................................................................................................................................................2
P1 Examine the different categories and dimensions of events, using specific examples to
illustrate the differences..............................................................................................................2
P2 Using specific examples of different categories of events, discuss the features and current
trends influencing the events sector............................................................................................4
M1 Analyse current event trends to explain how events are adapting to stay innovative, using
specific examples for different categories of events...................................................................6
D1 Critique the development of the events sector providing specific examples from a range of
different categories of events......................................................................................................7
LO2..................................................................................................................................................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.............11
M2 Evaluate the quality of the design and layout in meeting client expectations and needs...12
D2 Justify choices made for the design and layout to set up a conference or event correctly
and exceed specific client expectations and needs....................................................................13
LO3................................................................................................................................................14
P5 Explore the different management roles within the event industry, with reference to current
job opportunities in the sector...................................................................................................14
P6 Review the management skills and personal attributes required to work within the events
industry and meet stakeholder needs and expectations.............................................................16
M3 Evaluate the impact of management skills on creating a successful event to meet
stakeholders’ needs and expectations........................................................................................17
D3 Critically evaluate the management skills required in the event industry, making and
justifying recommendations to meet stakeholder requirements................................................18
LO4................................................................................................................................................19

P7 Specify and explain the appropriate measures required to provide a secure and safe event
venue, a safe environment for guests and safe environment for events staff, providing specific
examples....................................................................................................................................19
M4 Compare and contrast the security and safety provision for specific events examples......21
D4 Justify recommendations to improve the provision of security and safety at specific events
and cost to the business, staff and guests..................................................................................22
Conclusion.....................................................................................................................................23
References......................................................................................................................................24

Introduction
Event management is seen as an application of managing project in order to create and
developed various events such as; festivals, conferences, ceremonies, concerts, parties and many
more. Basically, the procedure of making a plan by maintaining proper coordination is known as
event planning which covers several elements such as; budget, scheduling, selection of site,
acquiring indispensable permissions, parking, arranging resources, catering and so on (Getz,
2012). Therefore, this assignment is going to highlight the various categories of events and
dimension which is followed by the Marriott Hotel. This organization is very famous across
international boundaries by offering the best facilities and arranges memorable trips for tourist in
a perfect manner. Furthermore, the project will outline the factors which are going to consider
for conferences and event room set-ups by explaining professional standards. Additionally,
management skills which are required while working in event management will also be
explained. Lastly, the assignment will throw some lights on measures that were required at the
event for maintaining safe and secure surrounding to those people who are present such as; staff
and guest both.
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LO1
P1 Examine the different categories and dimensions of events, using specific examples to
illustrate the differences
Marriott hotel is a multinational hospitality organization which is extended across the global
markets and franchises wide portfolio of hotels as well as related lodging amenities. Initially, this
organization was established by J. Willard Marriott which is now managed by his son who is
Executive Chairman Bill Marriott and president Chief Executive officer named as Arne
Sorenson. As a result, this enterprise is having a very broad chain of the hotel across the world
such as; almost 30 brands with more than nearly 7000 properties in around 130 nations.
Therefore, this company is engaged in a number of events and executing all the programs in a
proper manner.
In this present world, managing of event service is in high demand because number of programs
are arranged for distinct purposes (Jones, 2017). For example; family trips, exploration of the
domestic area, singing competition, festivals events, and many more programs are available
which is organized by Hospitality Company. Mainly, events are categorized into various sections
and their dimensions are also different from each other.
 Leisure events- It’s a very interesting and broad filed which covers several activities
such as; sports grounds, recreation centers, entertainment sites henceforth. Along with
this, the management of festivals celebration and arranging sports competition is also a
kind of leisure event which falls under this category of management. Basically, the
selected firm is managing all these activities in a proper manner by hiring professionals,
enthusiastic workforce for handling several types of audiences and professionals are
responsible for carrying indispensable administration as well as planning. For instance;
cricket matches are organized by the selected firm by considering several dimensions
such as; proper space for public sitting while seeing match, a separate area of rooms for
players, on-time delivery of food, water and so on (Yeoman, 2012).
 Cultural events- These programs are launched by Marriott hotel for promoting culture
and customs of the selected city. It means, this event includes the creation of innovative
festive, memorable programs, access to entertainment and many more. Thus, the manager
of the cultural event must have the capability of delivering artistic sessions in order to
seek the minds of the overall society. For example; the common festival of UK is
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organized by event manager of Marriott for gathering loved ones under the single
environment with the help of several dimensions such as; sufficient area in square feet,
dance area, presence of God picture, prayer hall and many more.
3

P2 Using specific examples of different categories of events, discuss the features and
current trends influencing the events sector
There are various types of events are organized by several companies for leisure activities and to
travel across the region. In fact, distinct categories of events are having their own uniqueness and
creativity in order to attract the mind of public members. Their main objective is to achieve the
set target by considering several elements such as; current trends, customer demand, technology
and many more. However, each and every event is having its own features due to the difference
in their target and motive. For example; organizing cultural programmes, launching societal
entertainment, personal programs, etc. for providing best enjoyment opportunities to the requisite
people (Mair and Whitford, 2013). Thus, features of events are discussed as follows-
Leisure events: - These sessions are all about the programs which were designed for public
entertainment because it's a non-compulsory event. For example; organizing a tour for youth in
order to reduce their stress level, management of horse riding associations, swimming events,
and picnics for families and there are a number of other leisure activities are identified with
distinct motive. Therefore, the main feature of leisure events are-
 Help in reducing stress level of person.
 Improve knowledge of an individual by attending several programmes.
 Full of fun and enjoyment.
Cultural events:- This event is going to cover various festivals and customs programmes for
societal satisfaction as well as to follow the rituals of the community. For instance, organizing a
colony spiritual party for gathering entire society members. Its main features are-
 Helps in maintaining a friendly environment at the societal place.
 Promote togetherness across the region.
 Come to know about the various facts about festival and rituals.
Hence, it has been understood that various activities are identified which is launched by several
planners of events with distinct motive. But nowadays number of changes is incurred at a
marketplace which influences the event sector. For example; the emergence of technology
encourage associations of event management to use modern equipment’s while arranging
programmes. In fact, Marriott is using a number of tools such as; online promotion of event for
informing the audiences about any session, use of walky-talky while managing activities of event
in order to maintain connectivity between employees. All these things affect the functioning
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process of the event industry and encouraging the entire sector to adopt current trends for coping
up with recent changes (Masterman, 2014).
5

M1 Analyse current event trends to explain how events are adapting to stay innovative,
using specific examples for different categories of events
There are various current trends are identified at the marketplace which is used by various events
for being innovative.
 Implementation of modern technology
 Customer choices.
 Emergence of alternative options
 Increment in competition
 Online booking
6

D1 Critique the development of the events sector providing specific examples from a range
of different categories of events
According to Novikova, 2013 event sectors are developed more or more due to the emergence of
modern tools as well as a number of equipment’s are incurred at the marketplace which is really
beneficial for the industry in performing their professional job. Moreover, employees can work
without physically present at the office and get succeeded in designing the best outlooks for
company growth.
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LO2
P3 Design an event layout to correctly set up a conference or event room to meet specific
client brief requirement
Event room layout is having a great influence on involvement and learning about programs
because the environment really affects members in various manners. Thus, the selection of the
correct layout is indispensable because this can help in changing the experience of the overall
event. By considering this, a list of event room layouts is going to compile by using
accommodate attendees. Some of the essential factors that need to be considered for best room
layout are discussed as follows-
 Number of Attendees- This section helps in designing a seating arrangement for
attending for ensuring that every individual can find a better seat and accommodated
within the room.
 Space of room- Dimensions of the room helps in determining that particular setup is
appropriate or not. It means, there must be sufficient seat for providing a comfortable
environment to the guest. At the same time, if there is a problem in capacity and don't
want to compromise then there is an opportunity of splitting participants into two
sessions (Kotenko, 2013).
 Priorities- Main objective of organizing room event.
 Practicalities- This means that experience the event practically for considering all the
elements before such as; refreshments served, the arrangement of food and many more.
 Décor and furniture- Discuss the furniture from event planner by seeing its current
condition. Along with this, match the table and chair whether it’s working together or
not.
 Requirement of stage- Stage requires lots of space and if there is already a problem
related to accommodation then there is no need of stage. In fact, raising the voice of the
speaker onto a low platform can also help in enhancing the visibility from the back of the
room.
 Activities- As per this element, it is essential to brief the speakers for preparing them
accordingly. Basically, planned activities need the space and proper layout.
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 Health and safety- One of the most indispensable aspects is to maintain the safe and
secure environment of room event for the instant evacuation of venue in case of an
emergency (Baum, Lockstone-Binney and Robertson, 2013).
Apart from this, there is some distinct another type of room layout is available that might use by
a person as per their requirement.
 Theatre style
 Classroom style-
 Cabaret style-
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