Event Management Report: Sector Analysis, Skills, and Layout Design

This report provides a comprehensive analysis of event management, covering various aspects of the industry. It begins by examining different event sectors, including private, corporate, and charity events, and explores their features and current trends. The report then delves into the range of management roles within the event industry, outlining the skills required to meet stakeholder needs, such as people skills, flexibility, and communication. Furthermore, the report addresses the design of event layouts, specifically focusing on conference room setups, and considers additional services to enhance the event experience. Finally, it emphasizes the importance of safety and security measures for both guests and staff, ensuring a secure and successful event environment. The report highlights the importance of adaptability, communication, and organizational skills for event managers to meet stakeholder expectations and ensure event success.

Managing Events Successfully

INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Activity 1.........................................................................................................................................1
1. Examine the different event sectors.........................................................................................1
2. Examine the features and current trends in event sector.........................................................2
Activity 2.........................................................................................................................................3
1. Range of management roles in the event industry...................................................................3
2. Management skills needed to meet stakeholders needs...........................................................4
Activity 3.........................................................................................................................................6
1. Design of event layout for correctly setting up conference room for meeting specific brief
and requirements of client...........................................................................................................6
2. . Examining additional services that will be available in conference environment along with
importance to provide them to meet requirements of clients for added value............................7
Activity 4.........................................................................................................................................8
1. Specifying as well as explaining appropriate measures that are required to provide secure
and safe venue, environment for guests and working environment for staff...............................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Managing events and conferences is the event planning process, where organisations plan
and execute small to large-scale operations such as festivals, workshops, holidays, ceremonies,
professional conferences, seminars and gatherings. Successful event managers are responsible
for friendly, strong talkers and outstanding listeners (Chakraborty and Ewens, 2018). Event
organizing is a collaborative activity, since a community of individuals, big or small, must be
involved in the outcome the event itself. Learning people and having fun conversing with them is
part of the work. This report based on several topics such as different categories of conferences
and events within event sector, consider the conference and event room set up defined by the
experts. In addition, it covers the management skills which required performing their task in
events and deal with stakeholders. Along with it, it includes the measurement which required for
secure and safe event environment for guest or staff members.
MAIN BODY
Activity 1
1. Examine the different event sectors
Event preparation and management is typically referred to as event planning that can
involve budgeting, organizing, choosing of locations, securing appropriate permits, managing
travel with parking, planning for performers or entertainers, arranging lighting, event security,
catering, working with third party suppliers and emergency preparations (Cornwell, 2020). Every
occurrence is specific in nature and the preparation and implementation process for each
occurrence differs according to the type of event. Mostly there have been three different types of
events and they all have different dimensions or uses. These as seen below:
Private event: This invent cover so many activities such as ceremony, birthday party,
public event, family gatherings etc. Individuals scheduling private parties to host some functions
as per their needs or invite some guest to become part of their happiness. For example: A
parent’s book place for the daughter’s wedding celebration, this event may be incorporated as a
private gathering in which they are welcomed as guests to meet known people.
Corporate event: Humans support their company by selling their products and services in
the event. For example: Seminars, conferences, sessions for training etc. The primary purpose of
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this event is to increase the productivity of their employees or to inform people of the
improvements that are required for the organisation.
Charity event: This event is to raise funds for some specific occasion, such as any
charitable purpose, athletic event, charity auction etc. Organizers have unique slogan referring to
social purpose in such a case.
These are the major three types of event which categorised in the event sector all have
different features and characteristics which make differences among them.
2. Examine the features and current trends in event sector
The event industry is affected by many potential trends and technologies, and event
production firms such as Dream Sales Machine Ltd are motivated and ready to capture the
possibilities (Greenwell, Danzey-Bussell and Shonk, 2019). Those will be discussed below:
Private event:
 Artificial intelligence as a man-made invention that adds creativity to event production
firms and lead to that revenue generation.
 Emphasis on plant-based diets as it was established in the questionnaire to concentrate on
organic foods and their safety.
Charitable events:
 Use of scarce money in charity activities, because organisers often have to collect funds
from various outlets, and they required to be diligent when investing.
 Raise awareness of charitable initiatives through the use of cost-effective, and useful
social media platforms.
Corporate event:
 Live events used to keep promoting demand as well as be seen as an opportunity by
companies during unlimited streaming trying to view opportunities. However, with the
development of technological advances and customer behaviours to do events.
 Interactive sessions are for team members to review the event schedule or any other task
through standing in place.
Current trends:
Event management companies should undergo changes to existing marketing strategy,
customer relationship management (CRM) approach and real-time analytics (Hernández-
Mogollón And et.al., 2018). Such conversations help them to make judgements about just what
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their guests are looking for in events, and how they have been reacting to certain marketing
strategies and all are essential to a good event planner. Without the technologies of event
management, the statistics and metrics related to an event’s performance or participation are
almost unavailable.
This has been evaluated that event organizers can introduce more common vegan diet
plan in private events such as wedding parties, birthday parties etc. and even adopt AI for the
replacement of human resource. Corporate conferences should also use simulated meetings and
live activities to hold a meeting which is both cost-effective and fair to execute. In addition,
event planning firms will seek the best usage of money in charity activities as they need funds
and raise visibility of activities by marketing on social media which is affordable and at the same
time attract massive audience.
Activity 2
1. Range of management roles in the event industry
Different roles in event industry:
There are several roles which an individual can play in event management industry, some
of them are as follow:
 Event manager: Role of event manager is to handle all the event activities along with the
people who are part of it. Along with this, manager is also like team leader who
organizing the entire thing on paper, assigning people to work, ignoring them at frequent
times while even discussing problems to fix it as quickly as possible.
 Decorator In-charge: The décor of the venue is the attractive element of certain events.
Marriages are one of the suitable examples of these events which focus primarily on the
decoration (Kamiya And et.al., 2018). The man in charge needs to take a look at every
arrangement from lighting design systems to appealing features.
 Event coordinator: In small event, event managers is the same person who coordinating
the entire event as well. But in large-scale events, the event coordinator is the person who
allows the management team in verifying multiple divisions, organising an event and
establishing contingencies, addressing problems, and even reporting for quality purposes
from each department.
Current job opportunities in events:
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If any organization involved in event management sector then it offer several opportunities to
the job seekers, some of them are as follow:
 Public Relations: Handling a wide audience group in this capacity, including customers,
artists, singers, local authorities and the media, and so forth.
 Marketing and advertising: In this role, individual should promote company's
marketing strategies and also advertise the event to a wider population.
 Brand Development: applicants should be creative, who are responsible for monitoring
the needs of consumers relevant to reorganizing the identity of the business.
 Design team: Candidates are supposed to be innovative, design and then begin preparing
project plans for the event, such as organizing stage, costumes, clothing, etc.
Job opportunities in the event industry are listed above and those people who want to develop
their careers into the event management industry have many opportunities to expand. This will
also necessitate some range of management skills that will contribute to making them more
successful and able to perform the particular job.
2. Management skills needed to meet stakeholders needs
Management skills:
There are many qualifications required along with some specific skills that the individual
needs to be an eligible applicant for the event industry. Therefore, by the time that event
planning firms recruit staff, they will consider those qualities and abilities which are as follows:
People skills: The characteristic or individual attribute is people skills that make
individual to manage entire events successful (Pauken And et.al., 2019). High-level leaders,
government officials, vendors, fellow employers, partners, customers, administrators, retailers,
staff and event attendees will please people.
Flexible: It is assumed that people should be versatile and can adjust their actions
according to the circumstances. Going to cover up mess and take tough decisions, person should
be performing peaceful and successful part of the job. Keep on calm, do stuff, and just get back
to the same place.
Listing: It's critical to be able to realize what parties involved want from their event.
Those people aren't really in the industry of event management, so they may not have been
talking the vernacular or recognizing what is appropriate. People must have ability
to differentiate their client’s needs and ensure the same ambitions are shared by all Party leaders.
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Organized: Chosen candidate which have the capacity to handle 10 items at once in
order to implement productive case. This multiuser skill is crucial for the smooth planning of an
event and is beautifully performed.
Passionate: People will only get to appreciate everything they do despite all of the job
pressures. Passion lets everyone resolve the hurdles on the walkway and remain calm when
everything is lost. It also appears to result to a blast of problem solving and motivation to
generate marvellous things rather than just trying to get through a day.
Communication: effective communication distinguishes a individual as a strong team
leader, brings everyone on track and assures that everyone involved is aware about the goals. It
also allows for effective sharing of their vision, as well as getting someone else enthusiastic
about it.
Event stakeholders:
Stakeholders are the people who are interested for the success of event; it includes many
people such as owner, event manager, employees, customers, suppliers, local community etc
(Stouten, Rousseau and De Cremer, 2018). These people are stakeholders of any event and above
discussed management skills required to meet the expectations of stakeholders.
Meet stakeholder’s expectations:
Excellent communication of an event manager helps to understand their customer’s
requirement regarding their event. For example: A conference conducted by the Dream Sales
Machine Ltd, so event manager need to communication with them regarding their requirement.
For this, it should have effective communication or listing skills which help them to understand
their needs. Event manager should have flexible working skills, so they can modify their
planning as per the customer’s expectation. Conference is an formal event which is very
important for the organization to be done in proper way without any disturbance, so managing
and organizing skills helps in making this event successful.
Personal skills that mean event organisers should interact with everyone, listen closely to
them, have interpersonal skills of excellence that give them confidence to express their
experiences and points of view (Varenne, 2018). Event business needs people who are excited
about their jobs and are willing to execute under pressure. If an event manager doesn't have these
abilities and expertise so they can't meet their expectations and objectives for the event. It can be
the source of failure in the case, and they need to concentrate on that.
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It was proposed that event management organizations like e Dream Sales Machine Ltd hire
experts and those who have management skills mentioned above when employing people for just
about any event. They also need to give them beginning stage professional development
training so that they can learn lots from their senior executives and obey their direction to use
that as well. Additionally, they ought to engage their employees at the course of creating any
important that helps to improve the innovative thinking and problem-solving skills of their staff.
Activity 3
1. Design of event layout for correctly setting up conference room for meeting specific brief and
requirements of client
To plan a conference, it is necessary to decide the room layout that will enable delegates
to get almost all aspects out of event. Wide options are available for an entity to set event room
which meets requirements of its clients (Halibozek and Kovacich, 2017). In context to Dream
Sales Machine (London) Ltd, it is organising a conference at its London premise. The conference
is a type of training conference in which 25 executives will take part from 7 different nations. In
this conference, one on one discussion will be holding on particular topic so that knowledge of
other people will be enhanced. The major requirements of clients from the conference set up is
related to a spacious room and comfortable sitting arrangement in which disunion can be made
properly. At the event room of the company, the conference will take place and the design of
event layout or room is as follows:
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(Source: Self created. 2020)
In the conference layout, arrangements are made according top requirements of the
people that are going to attend the conference. Typically, chairs are lined in row that faces
direction of projector. The event design is well suits for note taking, passive learning and is more
effective for group conference. Along with this, the layout will also encourage executives from
distinct countries to present their views and connect with other people that are at the event. The
conference will also provide opportunity to talk with others one on one about the issues
pertaining in external environment and the presenters can also give advice for enhancing own
working. With this event layout, the presenter will properly address questions and satisfy all the
requirements that are in brief of clients.
2. . Examining additional services that will be available in conference environment along with
importance to provide them to meet requirements of clients for added value
In conference environment, there are various additional services that will be made
available by Dream Sales Machine (London) Ltd. Some of them are as follows:
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Illustration 1: Self created. 2020

Buffet system along with delicious food: As it is a conference in which 25 executives
will take part, managers of Dream Sales Machine (London) Ltd will make special arrangement to
service these people with tasty and variants of food with high quality. In this service, the
participants will enjoy food based on different cultures.
Efficient staff: Diligent addition to proper staff is also needed when the company is
hosting conference (Cornwell, 2020). In the conference, staff of Dream Sales Machine (London)
Ltd will take acre about refreshments, technology and other necessities. Moreover, these people
will also translate language that is suited and understandable to executives taking part in the
event.
City tour arrangement: In the conference arranged by Dream Sales Machine (London)
Ltd, executives from distinct part of world will participate. After the conference timings, the
company will provide them additional service of city tour so that their visit becomes successful
and interesting.
The mentioned additional services are important to provide in the conference. Following are
some of importance of additional services that adds values in meeting clients requirements
Additional services generate interest among participants which adds value in the fulfilling
needs of clients. For example, executives have requirement to have visit around the city.
Through additional service of city tour arrangement, Dream Sales Machine (London) Ltd will
achieve success in meeting requirements of executives and adding values.
It is also important to translate to participants about what is going in the conference
(Kirchmer, 2017). In context to executives attending the conference of Dream Sales Machine
(London) Ltd, have requirement for translator in their understandable language so that the
meanings and objectives are meet. The company have efficient staff that are perfect in many
languages and can meet the requirement of executives for translating what is going in the
conference in proper and understandable manner.
Activity 4
1. Specifying as well as explaining appropriate measures that are required to provide secure and
safe venue, environment for guests and working environment for staff
In order to provide secure as well as safe venue and environment to guest together with staff,
certain measures are adopted by the event company who is organising any event or conference.
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In context to conference arranges by Dream Sales Machine (London) Ltd, following are some
measures which will give safety and security to people participating the conference:
Measures for alleviating risks: It comprises identifying risks or hazards that can cause
huge losses to Event Company and participants (Raj, Walters and Rashid, 2017). It is significant
to mitigate the odds comprising emerging dangers. For example, common risks or accidents that
can occur in conference of Dream Sales Machine (London) Ltd are falls, moving objects, auto
accidents etc that can cause huge harm to executives and staff. To mitigate it, proper
arrangements and made and all are checked twice before start of conference that will provide
safe and secure climate to people in the conference room.
Assessment of natural calamities: It is no doubt that natural calamities, for example,
earthquakes, tsunamis or other geologic process can arise any time and impacts of heath and
safety of participants and staff in conference. By assessing the occurrence of natural disaster
through GIS system, remote sensing in natural calamity assessment, special mapping techniques
etc will help in managing situations and providing safe and secure environment to participants.
Moreover, placing fire extinguishers, ropes and other will also provide safety to employees in the
conference. Dream Sales Machine (London) Ltd prepares conference safety file as well as
prepares for systematically conceptualising and organising the conference.
With the mentioned measures, managers of Dream Sales Machine (London) Ltd will be able
to make things available for staff and participants that will give then secure and safe
environment.
CONCLUSION
From the overall discussion it has been observed that, event management firms have been
reported to have many scopes for increasing their activities. Moreover, it is a practice to employ
event planner for any small function in the community from wedding party to the birthday party
of new born baby as per the style, conferencing event etc. Event management companies will
hire professionals and passionate staff, as well as concentrate on safety and security to safeguard
their employees and visitors from unexpected occurrences. There are several management skills
which required completing any event and further meeting the expectations of stakeholders.
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REFERENCES
Books & Journals
Halibozek, E. and Kovacich, G. L., 2017. The manager's handbook for corporate security:
establishing and managing a successful assets protection program. Butterworth-
Heinemann.
Cornwell, T. B., 2020. Sponsorship in Marketing: Effective Partnerships in Sports, Arts and
Events. Routledge.
Kirchmer, M., 2017. Managing Emergent Processes in a Digital World. In High Performance
Through Business Process Management (pp. 135-149). Springer, Cham.
Raj, R., Walters, P. and Rashid, T., 2017. Events management: principles and practice. Sage.
Chakraborty, I. and Ewens, M., 2018. Managing performance signals through delay: Evidence
from venture capital. Management Science, 64(6), pp.2875-2900.
Cornwell, T. B., 2020. Sponsorship in Marketing: Effective Partnerships in Sports, Arts and
Events. Routledge.
Greenwell, T. C., Danzey-Bussell, L. A. and Shonk, D. J., 2019. Managing sport events. Human
Kinetics.
Hernández-Mogollón, J. M. And et.al., 2018. The contribution of cultural events to the formation
of the cognitive and affective images of a tourist destination. Journal of Destination
Marketing & Management, 8, pp.170-178.
Kamiya, S. And et.al., 2018. What is the impact of successful cyberattacks on target firms? (No.
w24409). National Bureau of Economic Research.
Pauken, K. E. And et.al., 2019. Adverse events following cancer immunotherapy: obstacles and
opportunities. Trends in immunology, 40(6), pp.511-523.
Stouten, J., Rousseau, D. M. and De Cremer, D., 2018. Successful organizational change:
Integrating the management practice and scholarly literatures. Academy of Management
Annals, 12(2), pp.752-788.
Varenne, H., 2018. Successful failure: The school America builds. Routledge.
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