Event Management: Planning & Execution at Premier Inn Hotels UK

This report provides a comprehensive analysis of event management, focusing on conference and event planning strategies at Premier Inn. It examines various categories and dimensions of events, current trends influencing the event industry, and how events are adapting to stay innovative. The report also delves into event layout design for conference rooms, additional services within a conference environment, and the importance of meeting client requirements. Furthermore, it reviews different management roles and skills required in the event industry, evaluating their impact on creating successful events. Finally, the report explains suitable measures to provide a safe and secure venue for guests and staff, comparing security and safety provisions for specific events, and justifying recommendations for improvement.

Managing Conference
and Events

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Examine various categories and dimensions of events with the help of specific examples. .4
P2 Using examples of different categories of events explain feature and current trends that
influence event industry.........................................................................................................5
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
TASK2 ............................................................................................................................................7
P3 Event layout design to set up conference room to achieve client requirements...............7
P4 Determine additional services available within conference environment and explain
importance to meet clients requirements................................................................................9
M2 Evaluate the quality of the design and layout in meeting client expectations and needs 9
TASK 3.........................................................................................................................................10
P5 Examine different management roles for event industry................................................10
P6 Review Management skills and personal attributes that are required to work in events
industry.................................................................................................................................11
M3 Evaluate the impact of management skills on creating a successful event to meet
stakeholders’ needs and expectations...................................................................................12
D3 Critically evaluate the management skills required in the event industry, making and
justifying recommendations to meet stakeholder requirements...........................................12
TASK4 ..........................................................................................................................................13
P7 Explain suitable measures to provide safe and secure venue for guests and staff..........13
M4 Compare and contrast the security and safety provision for specific events examples. 14
D4 Justify recommendations to improve the provision of security and safety at specific events
and cost to the business, staff and guests.............................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Event management is considered as the effective implementation of project that includes
various stages such as planning, organising, coordinating and execution of whole event
(Bokelberg and et. al., 2019). Events are of many types such as wedding, sports shows,
conferences, Birthday parties, corporate events etc. The report is based on Hotel Premier Inn, a
UK based chain of hotel that has more than 800 hotels worldwide. This hotel was incorporated
in the year 1987 and is headquartered in Dunstable. The current project will provides information
on several categories and dimensions of events within this sector. It later on examines events,
conference according to professional standard as per requirement. It will also provide description
about various management skills that is supportive in organising successful events. In the last
section of this project, discussion will be made measures required to manage a secure and safe
events environment for staff and guests.
TASK 1
P1 Examine various categories and dimensions of events with the help of specific examples
Events basically considered as the social gathering of people where numerous of people
get together at the provided time frame and particular venue. Events are mainly organised for the
purpose of sponsorship, celebration, entertainment and reunion (Brown and et. al., 2019). With
reference to Hotel Premier Inn, its manager organises various kind of events for its client's as per
their requirements. These categories of events are described as below along with appropriate
explanation:
Private :- These kind of events are basically organised for family functions where host
plans to celebrate their special occasion with their closed ones. In this type of event, host
provides proper list to event manager of its guest. People who are not included in the list are not
allowed to attend function. Examples of private events are birthday parties, school functions,
festival events, weddings etc.
Corporate :- Corporate events are mainly organised for enhancing professional
relationship with business and organisation associated people. Some core examples of these
event are business lunch, dinner, conferences, seminars, success parties, product launch and
many others.

Charity/Fundraising:- NGO's organises some social fare and event like charity
programs, sponsored cycle, society ball, charitable auctions and others. The amount or profits
generated from these events are used for social welfare so that societal development could take
place in appropriate manner (Emery and et. al., 2016).
Away with this, some main dimensions that are considered by event manager of Hotel
Premier Inn are Arrival, atmosphere, activity, amenities, anticipation, amenities etc. These
dimensions are explained below:
 Anticipation:- Manager of Hotel Premier Inn invites all clients in such a manner that
develops positive will among them to attend the event.
 Arrival:- It is essential for event planner to ensure that each and every place of event
should be ready before the arrival guest in order to provide them better experience.
 Atmosphere:- Event planner of Hotel Premier Inn should select site by considering its
atmosphere and comfort zone of customers.
 Activity:- In this, manager of Hotel Premier Inn emphasises on developing their decision
towards the event activities on the basis of customers requirements. They are mainly
required to made decision on entertainment choices, recreational options and meaningful
diversion in order to make the event memorable.
 Amenities:- Amenities are seen as essential part of event. It basically includes tangible
things which contribute in making customers experience better. Manager of Hotel
Premier Inn ensures that amenities of this hotel are developed by considering comfort of
each kind of guest. This is also helpful for them in influencing these guests towards
future events (Harmeling and Palmatier, 2016).
Incorporation of these events helps event planner in organising a successful function which
will definitely provide better experience to customers and satisfy them at highest level.
P2 Using examples of different categories of events explain feature and current trends that
influence event industry
The passing time has brought numerous of changes within the event industry as they are
made according to the changing demand and expectation of customers. These trends often takes
place as per the changing perception of people towards their special occasion which they are
planning to get organised with event managers. It can be said that manager of Premier Inn
considers all factors as well as market trends before organising events in appropriate manner

(Jepson and Clarke, 2016). Some of the major factors as well as trends which might influence
overall event industry in the coming future are described as below in effective manner:
Safety and security:- It is important for event manager to ensure that which ever event
they are organising is required to held in such a manner that does not harm any of the attendee.
This is because, if any of the attendee feels unsafe during event then they will not be able enjoy
their event. This might result in the failure of event as they attendees are not enjoying it. For
instance: It is essential for the event managers who organises event related to sports that the
game which is organised should be organised in such a manner that does not harm any audience.
Workforce issues:- Event managers are also required to own soft spoken skills as for
organising event they are required to communicate to people in such a manner that attracts
customers towards them in effective manner. Here, main concern with the manager of Hotel
Premier Inn is to emphasise on hiring those candidates who have effective communication as
well as interpersonal skill. Enrolling of these employees supports them in organising successful
event which ultimately supports them in grabbing attention of maximum audience. For instance:
In order to organise corporate event, it is mandatory for its managers to select those candidates
who have better understanding on professional speaking. This is supportive in developing strong
relationship with clients in positive manner.
Advancing the event profession:- It is essential for event industry to emphasise on
grabbing latest technology in order to remain competitive at marketplace and attract customers
towards them effectively. Some of the latest technologies used by event managers includes
artificial intelligence, augmented reality etc. These technological trends within this industry have
raised expectations of clients (Leinemann and Baikaltseva, 2017). In context to Hotel Premier
Inn, it can be said that its managers uses these technologies at the time of operating corporate
events. As a result, usage of these technology will support them in organising successful event in
appropriate manner.
M1 Analyse current event trends to explain how events are adapting to stay innovative, using
specific examples for different categories of events
Event industry is upgrading day by day with the incorporation of several trends like
technology and market trends in order to serve customers in better manner by bringing range of
innovations within the industry in effective manner. For instance: Manager of Premier Inn
incorporates new technological tools while conducting corporate event for their clients. This

directly provides better experience to clients and also helps them out in enjoying their event with
best facilities.
D1 Critique the development of the events sector providing specific examples from a range of
different categories of events
Development of event sector is enhancing in rapid manner this is because event planners
are adopting latest tools and technology which directly contributes in serving customers in
effective way. Incorporation of latest technology while corporate event can place both the
positive as well as negative influence over the customers. This can be well understood with the
help of example. For instance: Manager of Premier Inn make use of advance technological tool
like Presentation as well as projectors at the time of conducting corporate event. There are
probable chances that any kind of technological failure might ruin whole event and dissatisfy
audience. On the other, the positive influence of technology can be seen as usage of projector
helps event planner in engaging clients in appropriate manner.
TASK2
P3 Event layout design to set up conference room to achieve client requirements
Layout plays an essential role in the event as it provides tangible experience to clients. In
context to room layout for conference room, it can be said that manager of the company is
required to develop design in such a manner that is helpful for customers in delivering better
services to them along with the fulfilment of their basic requirements. With reference to Hotel
Premier Inn, it can be said that its manager finalises design of the conference room according to
the requirement of customers so that they experience better according to their requirements
(Lucey and et. al., 2016). In order to understand this in an effective manner one example have
been taken into consideration where top most authority of company ask event planner of Hotel
Premier Inn to organise one conference meeting for them where they will going to declare about
their new product launch to their key stakeholders along with its features. For this, Top most
authority of this company have presented their requirement to event planner which includes
effective lightening, sound, appropriate sitting arrangement for people. Also, they have asked for
safety assurance within the conference so that every stakeholder feels comfortable within the
premises. Appropriate designing for conference room according to client’s requirement is
described as below:

Table configuration:- As per client’s requirement, event planner of Hotel Premier Inn
have finalised U shaped table configuration among their all respective design in order to ensure
that all guest of client could get appropriate space for sitting. This sitting arrangement will also
support all guests to customers to have effective face to face discussion with one another. The
voice of Orator in the conference would be clearly audible to all.
(Source: Self Generated)
Selection of room:- As the client have provided guest list of 25 people, its manager have
finalised room according to this only. Here, sound proof room has been finalised for the client in
order to make them free from distraction and also ensure that their all discussion will remain
confidential in appropriate manner.
Adjusting lights, sound and picture quality:- Lightening of conference room are
selected in such a manner that makes sure that every guest feels comfortable at event. Along with
this, speaker will be provided to host so that appropriate information could be delivered to guest
(O'sullivan and et. al., 2016).
Extra set up- Here, the event planner also organises an extra set up for the training
session where manager of the client company can easily provide training to its involved
workforce where they can develop their knowledge and skills according to the job role. This type
of extra set up outside the company are highly effective as it changes learning environment for
its team members. This kind of training session seems to look best method as its easier for team
Illustrati
on 1: U Shaped Table Configuration for Conference

members to develop their understanding on the topics that will support them in performing their
assigned work in rightful manner.
Illustration 2: Classroom set-up
P4 Determine additional services available within conference environment and explain
importance to meet clients requirements
For enhancing customers experience in better manner it is essential for event planner to
provide some additional services to them so that they feel connected to the event planner and
also consider them for their coming events in near future. These additional services are not
provided client’s but they offered by event planner from their own side so that better experience
can be delivered to customers. In this regard, manager of Hotel Premier Inn provides some
additional services to its each and every client according to their requirement so that they feel
special and remain loyal with the hotel in future (Posenato, Zerbato and Combi,, 2018). Some of
these additional services offered to clients asked for organising conference meetings are
described as below:
Projector presentation:- Projector is provided by event planner of Hotel Premier Inn for
all of its clientele who wishes to organise their conference meeting in this hotel. This is
supportive in engaging guest for longer period of time within the event. For enhancing their
experience in better manner appropriate videos are played during the conference which suitable
for their discussion as well in order to make them connected with the discussion in effective

manner. Wi-Fi connection:- Also, event manager of Hotel Premier Inn offers internet
facility to all of its footfall with the support of WIFI connection. This allows clients in dealing
with their other sort of works too at the time of the event (Reason and Hobbs, 2017).
Air conditioning:- By providing this service, event planner of Hotel Premier Inn ensures
that its guest will remain comfortable throughout their meeting session. Here, it is essential for
them to set room temperature according to the atmosphere so that none of the guest feels
uncomfortable.
Another venue
Apart from this, it can be further said that the respective hotel has another venue within
the hotel too which is kept as the alternative venue for the clients. Apart from this, it can be
further said that by analysing demands of demand of customers, Hotel Premier Inn has tied up
with several properties so that they can provide more options to its clients and serve them in
more satisfactory manner. In this, event planner of Hotel Premier Inn also ensures to provide safe
environment and also arrange security checker at the time of organising every event for client. In
addition to this, all food items and other consumable prepared for the guest must be checked at
constant basis so that chances of health related issues could be reduced.
M2 Evaluate the quality of the design and layout in meeting client expectations and needs
By providing advance features in the room event planner can easily conduct effective
meeting for its client which will directly help them out in fulfilling their core expectation and
needs. With reference to Premier Inn, its manager ensures to provide advance technology tools
and equipment in order to serve its customers in lucrative manner. It also helps them out in
fulfilling their core expectation and needs.
TASK 3
P5 Examine different management roles for event industry
Competition within the event industry is very dense/. This ensures that individuals engaged
in this industry are required to develop themselves so that they can easily deal with the
competition and remain competitive within the industry for longer period of time. Along with
this, it is essential for management people of this sector to develop their skills as well as
capabilities so that they can gain higher growth. Some of the core roles of management required
to associate people within this sector are described as below:

 Maintaining excellent connection with other parties:- The main role of event manager
is to develop strong bond with other parties like vendors, venue holders, catering and
others in order to ensure all of the event which they are planning to execute will be
accomplished in appropriate manner. This also supports them in making their event
successful.
 Planning and management of event activities:- The another influential role of event
planner of Hotel Premier Inn is to manage and monitor all event associated activities in
effective manner (Richardson, 2016). For this, they also ensures they initially indulge
into effective planning which provides them guidance in the future that what they are
supposed to execute one after another. This also supportive in better execution of event
without missing even single thing that directly makes their event successful.
 Ensuring better performance of talent activity :- Also, event planner are also required
to conduct an talent activity in every event where each best performer who delivers more
attractive and interesting ideas are awarded and rewarded. Here, main role of manager is
to find out best suitable performer for this reward in order to motivate them in effective
manner
 Utilising manpower effectively:- The next influential role of manager is to utilise
workforce available in the company in appropriate manner so that event can become
successful. This can be effectively done if manager make use of their strong management
skills by which they can easily maintaining coordination among all department that is
supportive in making event successful.
Apart from this, management team of Hotel Premier Inn has various staff members
which performs different roles in the company according to their positions. Some main
management roles are described as below in effective manner:
Event coordinator: This management staff of Hotel Premier Inn mainly emphasises on
maintaining effective relationship with the respective parties in order to execute their whole
event in effective manner. For this, they tries to communicate to all parties at regular basis so
that they can modify their work according to the requirement of clients.
Event manager or event planner: The main role of event planner is to do planing for
each event and then manage all of the related activities so that best event can be organised. They
focuses on executing every activity in the same manner as per planning.

Talent manager or HR assistant: The main role of talent manager of Hotel Premier Inn
is to increase performance of employees along with the assurance that quality of performance is
better.
Team leader and HR assistant: Team leader of Hotel Premier Inn ensures that every
manpower in the hotel especially belonging to the event zone must be utilised in best possible
manner in order to organise effective event. For this, team leader gives work to each staff
member according to their skills and capability in order to use them in better manner.
P6 Review Management skills and personal attributes that are required to work in events industry
There are numerous of changes which are taking place in event sector. These changes are
mainly influenced by external environmental factor that could result in the firth coming changes.
This creates requirement of development in personal attributes and management skills so that
they can cope up with these changes at marketplace (Schwebel, Alcatel Lucent SAS, 2017). In
context to event planner of Hotel Premier Inn, there are some of the main management skills and
personal attribute skills which are described as below in effective manner.
Management skills
Flexibility:- It is essential for event planners to own flexibility skill so that they can
easily acquire the change taken place in event sector and mould their work according to
requirement of this sector. This allows them in satisfying needs and requirements of customers as
they are organising their demand according to their expectation only.
People management:- The another important skill of event manager is that they should
know how to manage people effectively at workplace. It is essential for event planner to check
that whether which team member could perform which task in effective manner. By having
effective knowledge of this event planner could easily execute its operational activities and
makes their event successful (Thakkar and et. al., 2019). This also supports them in maintaining
their environment free from conflict and errors which ultimately also raises productivity of
workforce.
Personal attribute:
Greater interpersonal skills:- Event managers should own capability of interacting with
people in such a manner that places positive influence on the next person. Good command over
this skill also allows them in ensuring that event planner listens to their requirements and then

organises effective event as per their expectation only. Along with this, effective interpersonal
skill also allows them in maintaining string relationship with the parties, vendors and clients.
Creative and innovative:- For enhancing customer satisfaction, it is essential for
manager to bring as much possible innovations in their operational activities. This directly
contributes in making event successful and worthy for client as it is organised according to their
expectation.
M3 Evaluate the impact of management skills on creating a successful event to meet
stakeholders’ needs and expectations
Stakeholders are important for the event who provide funds and other resources for the
successful completion of the event. The management skills enable the manager to make plans
accordingly for implementing them with the time. This increase the chances of fulfilling the
needs and expectations of stakeholders. Also, delays are avoided in the completion of the whole
event. This saves a lot of unnecessary expenditure and that can be used in something profitable.
Also, a person with good management skills is good at collecting other resources which can
complete the event without any problem.
D3 Critically evaluate the management skills required in the event industry, making and
justifying recommendations to meet stakeholder requirements
On the basis of overall attained information, it has been determined that there is
requirement of flexibility, people management and advance communication skill is considered as
the effective management skill that will help event planner. It can be said that event planner
should incorporate these skills at regular basis that will help them out in attaining success in the
near future. On the other it can be said that development of these skill might have negative
impact too because it consumes time of event planner in its development that might distract
event planner from their core motive of serving customers in better manner. According to the
overall information, it is recommended to event planner to emphasise on the core requirement of
the client. This directly supports them fulfilling requirement of stakeholder of event.
TASK4
P7 Explain suitable measures to provide safe and secure venue for guests and staff
The main responsibility of event planner is to provide safe and secure venue for guests and
staff so that they can feel comfortable in venue. For this they acquires numerous of measures so