Comprehensive Report: Event and Conference Management Analysis

This report delves into the multifaceted world of event and conference management, exploring various event categories such as corporate, cultural, and social events, and analyzing their dimensions. It examines current industry trends, including the impact of virtual reality, live streaming, and artificial intelligence on event planning. The report further investigates the design of event layouts, specifically focusing on conference room setups and table configurations to meet customer requirements, along with an examination of additional services like audio-visual support, food and beverage, and accommodation, offered within a conference environment, and their significance in enhancing customer value and satisfaction. Furthermore, the report outlines different management roles within the event industry, along with the required skills and personal attributes, and concludes with a discussion on security and safety measures essential for a secure event venue. The report uses Marriott hotel as a case study.

EVENT AND
CONFERENCE
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO 1 ................................................................................................................................................3
P1. Identifications of different categories and dimensions of events .........................................3
P2. Determining the features and current trends influencing the event sectors..........................4
LO 2 ................................................................................................................................................5
P3. Designing the event layout for correctly setting up conference room for fulfilling the brief
customer requirements................................................................................................................5
P4. Examining the additional services available within a conference environment and
significance of providing them for providing added value to customers. .................................6
LO 3.................................................................................................................................................7
P5. Exploring the different management roles within even industry ......................................7
P6. Reviewing the management skills and personal attributes required for working within the
event industry .............................................................................................................................8
LO 4 ................................................................................................................................................9
P7. Exploring the specific measures required to provide secure and safe event venue .............9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Event management can be defined as the application of project management in order to
create and organise large scale events such as conferences, weddings and other formal parties. It
is considered to be as crucial activity in order to make any event successful. Evert management
is the documents which consists of detail about the way different activities will be executed for
accomplishing desired objectives. An proper management of events is also very much essential
in order to provide client with high level of satisfaction. It is the activity which demands lots of
hard work as well as efforts but at the same time, event management business has wide scope.
The report will focus on identification of different categories of events. Study will
emphasize on analysing the way Marriott hotel can design even layout in order to meet the
requirement of customers.
LO 1
P1. Identifications of different categories and dimensions of events
The even industry can be categorising into several key segments such as corporate events,
cultural events, competitions, sports events, personal as well as social events, festival
celebrations. The events can be categorized on the basis of size as well as type these are:
Classification of events on the basis of size are:
Mega events: It is basically those events which are organised at large scale. The
international market is generally targeted. The example of mega events are Olympic games.
These types of events have significant importance as it leads to the increase in tourism that
further have positive effect on the economic growth of nation. Maha kumbh Mela in India is
considered to be as other mega event (Salam, 2018).
Regional events: The main purpose of designing as well as organising such type of event
is to increase the appeal of specific tourism destination. In addition to this, intention of
organising regional events is to assist tourist destination in achieving market positioning in both
international and domestic market. Example of such type of event is annual national chary
Blossom festival which is organised in Washington.
Major events: It is event which attracts local people. Major events assist government at
specific tourist destination in generating high revenue. For Instance, Chinese New Year
celebrations.

Minor events: Such types of events are organised at very small scale. For example,
award ceremonies, parties’ celebrations, social events etc.
On the basis of types:
Every type of meeting has some features which assist in determining the type of facility
they will utilise.
Sporting: Such types of events are organised in towns, cities or countries. Sporting
events are organised in order to attract international sports' person. For instance, Olympic is the
sports events which is organised at large scale.
Entertainment, arts and culture: Such types of events have high potential to attract large
number of people. Entertainment comprise addition facilities ta event like dance, background
music, presentation of artefacts to grab attention of visitors.
Commercial marketing and promotional events: Organisations as well as management
of such types of events require budget. Majority of the commercial marketing and promotional
events are organised in order to launch new product in the market.
Festivals: All religious festivals come under this category. It is the type of event which
provide specific tourist destination a chance to demonstrate its products. For example. Pongal in
Tamil Nadu.
Family: These types of events includes wedding, engagement ceremony, Funerals and
birthday celebrations. In context of such types of events, it is required by manager in Marriott
hotel to keep themselves with the changes in social trends (Pal, 2018). For example, in tis focus
of event managing person is on implying to ritual and traditional beliefs of particular culture in
order to protect individual beliefs and cultural values.
Fundraising: Such type of events is organised by domestic committees. Purpose of such
types of events is to raise funds. For example, charity campaigns which are organised for specific
purpose like helping people living under poverty line, provide living amenities to people suffered
from natural disaster.
In context of Marriott hotel, an organisation is popular for hosting the family as well as
marketing and promotional events. In addition to this, business entity also provides space as well
as services related to formal meetings such as seminars, conferences etc. as well as informal
functions such as wedding, birthday celebrations etc.

P2. Determining the features and current trends influencing the event sectors
The features influencing the event sectors are:
 Health and safety: It are the foremost influential feature of even sector where it is
important for the planners to focus on crowd management which comprise security at
event, safety against hazardous accidents, etc.
 Sound and light: These are another feature influencing event sector which needs to be
specifically focused as per event type. In this it is important for the planners to seek
approval for client and imply best sound and light technique in order to meet guest
expectations.
The current trends influencing the event sectors are:
 Virtual reality: Advancement in the technology has provided the companies in event
industry such as Marriott hotel a chance to enhance their events. It has enabled firm to
organise mega or major events within limit budget. The advance technology has allowed
Marriott hotel to provide more facilities as well as services to customers. Virtual reality
has the potential to enhance events like trade shows. VR headsets are regularly used at
events like CES to demo new products, share visual media, and introduce new ideas to
consumers. It has also helped Marriott hotel in providing the good experience to guests
and satisfaction to customers. In context of Marriott hotel, an organisation has integrated
the virtual reality with other system which has assisted an enterprise in gaining the
competitive advantage (Rao, Vrzic and Li, 2018).
 Live streaming: It is another technical advancement which has highly influenced the
event industry. Live streaming can be introduced by Marriott hotel for conferences and
meetings. By introducing the Live streaming Marriott hotel can enable people to
participate in major events remotely. In addition to this, through live streamline enables
people to share their content.
 Artificial intelligences: In context of Marriott hotel, an organisation can implement the
artificial intelligence in the following events such as seminars. An enterprise can
implement the artificial intelligence in the formal events such as seminars in unique
manner for example a company can introduce chatbots which automate customer service
(Henderson, Stephens and Montgomery, 2018.). It is the artificial intelligence system will
enable Marriott hotel to provide guests with unique tailored insights. Artificial

intelligence system will also assist firm in providing the personalised recommendation.
By utilising the Artificial intelligence in the formal events such as seminars, Marriott
hotel can ensure the engagement of participants in the event.
LO 2
P3. Designing the event layout for correctly setting up conference room for fulfilling the brief
customer requirements.
In context to set up of conference room, it is required by manager as well as event
organiser in Marriott hotel to consider the need of their client. Considering the need of business
clients, an organisation has planned to provide elbow room which consists of enough space in
order to enable an individual hosting conference to walk around. In addition to this, the size of
the meeting room will be small enough for making the guest feel safe.
Selection of the table configuration: Considering the conference event and need of customers,
event manner in Marriott hotel has planned U-style table configuration. The U-shape table
configuration enables all participants to engage with speaker. In context of Marriott hotel, it is
required by manager in an enterprise to consider the advantages as well as disadvantages of each
table configuration before finalising the final layout.
The room which will be used for organising the conference for the specific customer will be
space near CEO office. Such space has been chosen to consider the demand of client that place
should be such where there is minimum or no distraction. The colour of the conference will be
blue as it will enable guest to feel more comfortable (Barthel and Ess, 2018.).
Adjustment of lighting: In context of conference room at Marriott hotel, there will be natural
light. The event manager has decided to make sure that windows are covered with shades. In
addition to this, conference will be prepared in mid-afternoon where overhead lighting will be
avoided. The lighting will be done considering the colour of wall. In addition to this, considering
the number of audiences during the conference event OLED lighting will be used.
Selection of the screen: It is considered to be as focal point of the conference room. The screen
will be big enough as the content displayed on the screen is easily visible to large audience
attending the conference. The screen will be place just in the right but at the distance from the
people (Nguyen, Nguyen and Pham, 2018.).
Amenities: Conference table will consist of mikes. In addition to this, it will consist of mini

cabinets in order to enable guests to stash their belongingness while participating in the
conference.
P4. Examining the additional services available within a conference environment and
significance of providing them for providing added value to customers.
In context of Marriott hotel, an organisation provides wide range of services starting from
creative services to stage management. In addition to this, other services provided by an
enterprise includes theme development, speaker sourcing, floor plan and renderings, mobile app
coordination. Business entity also offers food and beverage services to its customers which is
delivered after the completion of the conference. In context of especially conference event,
Marriott hotel also provide the audio as well as visual services. Marriott hotel provides the
accommodation services to international guest as well as to those tourists who have visited
specifically for attending the conference (Tse, Petersen and Power, 2018.). In addition to this,
recreational as well as entertainment facilities are also provided by Marriott hotel to those who
have visited for attending conference. Business entity also provide free Wi-Fi facilities and other
resources such as projector, market etc. which are required for conference. In addition to this,
Marriott hotel also has there are small lounges on the different floors of the living area where
overnight summer conference group guest can gather informally.
It is very much crucial for event manager in Marriott hotel to provide all the services
according to the needs as well as demands of customers, as it will assist them in positively
influencing people to make the frequent visit to hotel. Providing the services according to the
needs of clients is also crucial for providing them with high level of satisfaction and also to
develop strong relationship with customers (Hawkins and Bonney, 2019.). In addition to this,
delivering high value proposition to customers is also important in order to motivate them for
remain loyal towards brands.
LO 3
P5. Exploring the different management roles within even industry
Event industry is very big and there are ample of emerging job opportunity in specific
sector. The different management role in event industry includes:
Event manager: Role of the event manager in Marriott hotel is to manage the event.

Talent manager: It is the duty of talent manager in Marriott hotel is to providing the
training to employees. Role of talent manager is to evaluate as well as measures the performance
of workers and analyse the need of training.
Decoration in charge: The role of decoration in charge in Marriott hotel is to ensure that
all the decorations has been done according to the type of events and also on the basis of the
brief requirements provided by customers.
Event coordinator: Role of event coordinator is to overseas all aspects of event planning
as well as management. It is the duty of event coordinator in Marriott hotel to is to provide client
with complete information about the way complete event will be organised (Xu, Tashiro and
Saitoh, 2019).
Public relations officer: The role public relation officer in Marriott hotel is to identify as
well as cater to all the needs of customers. In addition to this, it is the duty of public relation
officer in Marriott hotel is to handle the queries as well as complaints of customers.
Event security officer: Role of security offer in Marriott hotel is to ensure the security as
well as safety of employees during the event.
The Emerging managerial role in event industry includes:
Even tech expert: Role of even tech expert is to manage all tech related element during
the event.
Social media coordinator: The role of social media coordinator in event industry will be
to keep the people informed, engaged and enthusiastic about event. In simple words, it is the
duty of social media coordinator to promote the event (Baumgartner, 2018.).
Customer experience manager: It is the role of customer service experience manager is
to ensure that all the needs of the customers are fulfilled which is very much crucial in order to
make them feel happy as well as satisfied.
P6. Reviewing the management skills and personal attributes required for working within the
event industry
The skills which are required to be developed by event manager in order to perform the
roles as well as responsibilities as an event manager in Marriott hotel include:
Greater interpersonal skills: Event planner has to work with lots of likeminded people,
therefore they require interpersonal skills. As interpersonal skills will assist them in coordinating
with people and managing work within time constraints with efficiency. In context of Marriott

hotel, it is required by manager to listen to their colleges and have discussion with them as it will
help then in identifying the news ways of accomplishing desired objectives.
Effective communication skills.: It is the skill which is very much important to be
developed by event manager as it will help them in developing the strong relationship with other
people that is essential for organising the event in successful manner. It is an effective
communication skill which will help event manager in motivating other people in making their
significant contribution in achievement of desired objectives of the event (Malik, Robinson and
Yaussy, 2018.).
Good time management skills: Such skills are very much important in order to complete
specific project on time and in successful manner. It is also very much essential for project
manager to develop time management skills as it will assist them in providing the high level of
satisfaction to customers.
Leadership skills: It is the skills which is necessarily to be possessed by event managers.
Leadership skills are required for managing people as well as activities during event (Hereźniak
and Florek, 2018).
Decision making skills: There might be some situations during the event when manager
is required to make the quick decisions. Therefore, an individual is required to develop the
capability of making the small or big decisions.
LO 4
P7. Exploring the specific measures required to provide secure and safe event venue
In context of Marriott hotel, management in an enterprise by implementing the best
security practices can ensure the security as well as safety of guest during the event.
Management in Marriott hotel will appoint the security personnel in order to ensure safety as
well a security of employees and guest. In addition to this, proper risk assessment is done before
beginning of the event. In context of Marriott hotel, manager in an organisation before
appointing the security personnel needs to ensure that an individual have prior experience in
same field as well as managing a large crowd.
In addition to this, security scanning devices are being used for the purpose of security.
Manager in Marriott hotel is required to provide employees with proper training, as it will enable

workers to develop skills as well as core competencies which can be beneficial in terms of
handling complex or emergency situation during the event.
The event manager in Marriott hotel is required to concentrate on lighting in order to
ensure the safety as well as security of guest during specific event. Considering the safety as well
as security of guest there should be adequate lighting, as it helps in ensuring the safety from the
hazardous substance. In addition to this, adequate lighting also aids faster response by security
and medical teams in the event of an incident and facilitates safe evacuations. Advance
technology such as in-app crowd tracker can be utilised for ensuring the safety as well a security
of people during the event (Vichova and Hromada, 2018.). In-app crowd tracker can assist
management in addressing those areas which are highly overcrowded and there are high chances
of accident.
In addition to this, Marriott hotel can implement the heat mapping system to monitor foot
traffic. It is considered to be as an effective technology which can be utilised for preventing the
overcrowding on escalators.
CONCLUSION
From the above study, it has been summarised that there are different types of events
such as mega, minor, major etc. The other fact which has been found that an individual is
required to develop specialised skills, knowledge and core competencies in order to perform their
roles as well as responsibilities in event sector. It has also been concluded from the report that
there is high scope of emergence managerial job role in event industry. The different measures
have been highlighted which can be taken by management in an organisation for managing
security and safety of people during the event.

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