Conference and Event Management Report: Hotel Savoy Analysis

This report delves into the multifaceted world of conference and event management, utilizing The Savoy Hotel as a case study. It begins by defining event management and outlining various event categories, including corporate, social, trade, and relaxation events, along with their respective dimensions. The report further explores current trends influencing the event sector, such as customer-focused design, authentic booth experiences, and live demonstrations. It then details the process of designing an event layout for a conference, including objective determination, budget establishment, team organization, timeline setting, and plan creation. The report also examines the additional services available within conferences, emphasizing their importance in meeting client needs. Finally, it specifies the measures required to ensure a safe and secure event venue for guests, encompassing various aspects of event planning and execution. The report provides a comprehensive overview of the key elements involved in successful event management.

CONFERENCE AND EVENT
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P 1 Different categories and dimensions of event..................................................................1
P 2 Features and current trends that influence current sector.................................................2
LO 2.................................................................................................................................................3
P 3 Designing event layout for setting up a conference.........................................................3
P 4 Additional services available within conferences or event..............................................6
LO 3.................................................................................................................................................7
P 5 Management role in event industry..................................................................................7
P 6 Management skills and personal attributes required to work in event industry...............8
LO 4.................................................................................................................................................9
P 7 Measures required to provide secure and safe event venue for guests.............................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Event management can be defined as applying professional skills in creative manner to
organise an event for particular audience (Lamine and et.al., 2015). It is responsibility of event
planner that to plan that occasion effectively so that objective of organising such activity can be
accomplished successfully. This study is based on The Savoy hotel that is popular for its
luxurious or legendary services. Present study will explain different categories and dimensions of
event.
Furthermore, it will design an event layout for setting up a conference in hotel. Study will
examine additional services available within organised conference and importance of providing
these services to meet needs of clients. In addition, report will specify measures that need to be
taken to provide safe and secure event venue.
LO 1
P 1 Different categories and dimensions of event
Event planning can be defined as activity in which planner organise occasions for others
and charge fees for its services. There are several kinds of event and all these are organised with
different purposes. Different categories and dimensions of event are explained as below:
Corporate event
This is the type of event which is organised to share ideas of firm with its employees. It is
the best strategy or can be considered as effective marketing tool because in corporate event
company can communicate with their clients or business partners and can make them aware with
the unique selling point or business value for example, appreciation events, seminars and
conferences etc. Dimensions of corporate event are identifying different activities such as
browsing, purchasing activities etc. It is organised for limited duration but its purpose is to
enhance profitability of business unit such as increasing net revenue, gross profit, operating
profits etc. The Savoy hotel can organise corporate event in term of business dinner to share
success of business with its employees and to motivate them.
Special or social event
This kind of event includes shows, mass event, concerts, road shows etc. This is helpful
in making direct contact with audience and creating image in their mind. This helps in raising
brand image of business and aid in making people positive towards the brand by creating trust in
the company of the customers. Charity event, cultural programs etc. are some example of such
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kind of social events. It is generally organised at small scale with the purpose to make people
aware with importance of particular activity (Chetty and Yamin, 2016). It is due to the scope of
this event is small and which requires them to have limited influences in the work practices.
Trade event
This is another category of event which is done to launch a new product by any business.
It is essential to take care of task management skills, with attractive colour combination so that it
can gain attention of new comers and they make their mind to buy this new product of company.
Furthermore, trade event also organises to enhance trade activities of the firm by promoting the
participation of the people in events (Lamine and et.al., 2015). Conferences, presentations,
seminars etc. are some styles in which trade event is organised. Conferencing is one of the main
category of event; conference may be organised for corporate purpose. Event planner of The
Savoy hotel has to organise it in effective manner as many international guests, speakers and
other attendees attend such kind of conference. New product launch is great example of trade
event. This hotel provide accommodation, food etc. It provide entertainment, dining services.
Relaxation event
It is the type of event that is organised with enjoyment purpose such as office holidays,
stimulation scenes etc. For example, family vacation or event, birthday celebration etc.
Difference between events
Corporate event is organised in the form of seminar or conference whereas social event is
organised in the form of road show, concert etc. Budget of corporate and trade event is quite high
as compare to social and individual or relaxation events. As the corporate events includes many
activities, seminars and speeches in it so the budget of corporate events is high. Purpose of trade
event is to generate more revenues whereas objective of corporate event is to make the corporate
clients, investors, employees loyal towards the brand (Lamine and et.al., 2015).
P 2 Features and current trends that influence current sector
There are many trends that influence the event sector to great extent. Some of these are
described as below: Customer Focussed Design- The major purpose of the event is top grab the attention of
audience and inform them regarding the purpose of the event, purpose may be of
marketing a product innovation or any other policy of the company. The main purpose of
this event is the marketing of the products and providing information to the customers
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regarding the unique features of the product. It would have effective influences for them
in raised amount of sales revenue. So, there is only one chance to interact with the big
number of customers present in the event. Customer focussed design includes identifying
why the customers are present in the event, what they actually need and what component
satisfies them. The company must be able to clarify their customer's doubts and be able to
design the answers to their questions and appeal them to ensure that there is effective
communication between the customers and company. This includes knowing their pain
points and also understanding their needs and requirements and accordingly designing a
trade show space. Authentic Booth- In the recent trend, most of the people are engaged with social media
interactions and busy in their phones and social sites. The concept of Authentic Booth
ensures human interaction of the company personnel and the audience or customer
visited. This leads to clarity in understanding the main purpose of the event and
personally analyse the requirements by the customers and lead to he success of the event.
 Live Demonstration- The main reason the people attending a trade event is that they
want to touch and experience the product. So that they can ask specific questions related
to the product and situation. Mostly event planners conducts live demonstration regarding
the use of the product and hence clarify all the pros and cons related to it and ensures that
the purpose of the event is successful (Ożadowicz and Grela, 2016).
Apart from the above trends there are many other trends in the event sector which may
include Virtual activities, personal promotion, personal registration, emotional approach and
many other trends that influence the event sector on major basis.
LO 2
P 3 Designing event layout for setting up a conference
The following steps will assist in identifying the cost and the activities related to the
event which will assist in achieving the goals and objectives of the event. It is important to have
the event plan in order to conduct the activities in the effective and efficient manner.
The following are the components to be considered while creating an Event plan-
 Determine the objective- Hotel Savoy must determine and identify what the client or
sponsoring organization hopes to achieve with the event. It is important to determine the
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objective of the event in order to identify the needs for the event and the benefits it will
provide to the hotel. Example of events such as, conference meetings, corporate
meetings, wedding, birthdays etc.
 Establish a budget- Budget must include the correct estimates of the important Key
elements of the the event. Hotel Savoy shall include all the travelling and accommodation
costs, site costs, catering costs and other expenses while planning an event.
 Organize a team- In order to have successful completion of event, Hotel Savoy has to
appoint an event manager, select the members and different teams such as marketing,
logistics so as to perform the systematic process of the event.
 Set a date- This may include setting up of a deadline of time in which the arrangements
of all the resources and elements required in the event are gathered and choosing a
appropriate event date so that the teams may get enough time to be ready for the
event(Vaarandi and et.al., 2015).
 Create a plan- This will include all the elements such as Venue, logistics, catering,
entertainment activities, marketing efforts and listing of all other activities of the event.
Format of event planning form-
Event Planning Form
Category/item TO
Do?
Descriptions/ Notes Due Date Status
Objective/
Purpose
The purpose of the event will help in
identifying the need for the event. For
example – corporate or social event.
Theme It is important to have a theme which
will assist in getting the purpose of the
event . The theme is based on the
objectives. Like formal or informal
event.
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Timeline
(schedule of all
events)
: It is important to specify the activities
for the success of the event.
Location it is important to have the attractive
location because it will attract more
customer towards the event. For
example- venue of the event.
Transportation There must be proper transportation
facilities awarded to the guests during
event. Along with the facilities such as
ambulances etc. are required to be
there.
Invitations It will provide information to the
sponsor and target customer to attend
the event.
Food/Catering The food and catering is important to
provide the guest with the refreshment
and attract them towards the hotel
services.
Rental Items There are various equipment and
machineries such as mic, speakers,
lightening, chair and table have been
stated in event on rant.
Children
Activities
It will attract the children towards the
hotel. Like – games and swings
Decorations The decoration is an important item
while planning for the event because
the attractive decoration assist in
gaining the attraction of the customers.
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Like decoration with flowers or
balloons.
Pictures/Video while planning for the event it is
important have the pictures and videos
for the event for the future reference.
For example- clips of past employee or
message from a celebrity.
Lightening with the attractive lightening in the
vent the more guest are attracted which
assist in the success of the event.
Audio/Visuals It is important to have the effective
audio and visuals equipment in the
event in order to convey the
information while conducting the
event.
Staging It is important to have the stage in the
event to provide the space for the
performance and the conference. As
the person who is representing his/her
thought must be visible and audible to
all audience. For example- sequential
arrangement of stage performance.
Giveaways it is the things which are being
provided for the free to the guest as
part of the promotional activity to
attract more customers.
The above category is been picked for the event planning because it will assist in
achieving the aims and objective for the event.
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Purpose : The purpose of the event will help in identifying the need for the event. For example –
corporate or social event.
Theme : It is important to have a theme which will assist in getting the purpose of the event .
The theme is based on the objectives. Like formal or informal event.
Timeline : It is important to specify the activities for the success of the event.
Location : it is important to have the attractive location because it will attract more customer
towards the event. For example- venue of the event.
Invitation : It will provide information to the sponsor and target customer to attend the event.
food/ catering : The food and catering is important to provide the guest with the refreshment and
attract them towards the hotel services.
children activities : It will attract the children towards the hotel. Like – games and swings
Decoration : The decoration is an important item while planning for the event because the
attractive decoration assist in gaining the attraction of the customers. Like decoration with
flowers or balloons.
pictures/ videos : while planning for the event it is important have the pictures and videos for
the event for the future reference. For example- clips of past employee or message from a
celebrity.
lightening : with the attractive lightening in the vent the more guest are attracted which assist in
the success of the event.
Audio / visuals : It is important to have the effective audio and visuals equipment in the event in
order to convey the information while conducting the event.
Staging : It is important to have the stage in the event to provide the space for the performance
and the conference. As the person who is representing his/her thought must be visible and
audible to all audience. For example- sequential arrangement of stage performance.
Giveaway : it is the things which are being provided for the free to the guest as part of the
promotional activity to attract more customers.
P 4 Additional services available within conferences or event
Apart from all the necessary services related to its purpose, Hotel Savoy can provide
these additional services in order to make the event more attractive and highlighted. Entertainment services- An event can include entertainment services such as solo song
performance and playing music in its list of activities so as to make the event more better.
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This is because people have the tendency to be more entertained so that they can be
engaged at a particular place otherwise it leads to lack of interest in the event if it does
not include the entertainment services. Also it can help to grab the attention of audience
in future events as well make the current event successful (Barrera-Diaz and et.al., 2017). Decor- People tend to get satisfied when they experience a beautiful and adorable decor
at their venue. Hotel Savoy can place large flower orneries, beautiful table decorations
and can place company logo in entrance of the lobby. All these things will make pleasant
atmosphere in the event and make the people feel better and remain engaged in event for
long time. Live Broadcast- This is the better way to reach the people which are unable to attend the
event. Hotel Savoy can go live on different social sites to grab the attention of absent
audience and to show them the event activities. It can be effective as people can
communicate on live stream and represent their reviews on issues. Along with this,
broadcasting will lead to communicate on a wider segmentation. Providing food and beverages- Hotel Savoy can offer food and drinks facilities along
with the other event activities as this will enable to provide better service to the people
attending the event and also convenient for them.
 Accommodation facilities- This service includes providing accommodation and
hospitality services to the far away visitors and ensure the proper care for them and serve
as good image of the company in the eyes of guests and other people. Hotel Savoy may
provide accommodation facilities to its genuine and the far away visiting guests so that
the visitors may not have any inconvenience in attending the event (Chappelet, 2015).
LO 3
P 5 Management role in event industry
Management plays an important role in event industry as it plan and organise
promotional, business and social events for Savoy hotels. They are responsible for running a
range of events and ensures whether the targeted audience is engaged and the message of the
event reaches them effectively. This is because an event plays a huge part in the success of
Savoy hotels. As an event manager, she has to organise various conferences and seminars in
order to meet out the purpose of creating an event as per analysing the opinion, preferences and
currently stated trend in the market. The manager manages the entire process right from planning
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stage to running the activities smoothly and conducting post-event evaluation along with the
assigned team by Hotel Savoy (Ren and Jing, 2015).
The following are the roles to be performed by an event manager while managing a event-
 The manager must be engaged with the clients in order to find out the exact event
requirements and other services to be performed by the Hotel Savoy.
 The Event manager has to produce a detailed agenda and proposals for events that may
include timelines, venues of the event, suppliers, legal obligations, staffing and budgets,
to the company.
 The manager have to conduct research on different venues, suppliers and contractors and
thus accordingly select the most appropriate one by negotiating with the price.
 A event manager has to manage and coordinate suppliers and all event logistics such as
catering, travel etc.
 Manager has to coordinate and remain engaged with the marketing teams to advertise and
promote the event.
 Manage all the pre-event planning and organising guests activities and many more.
 The manager remains in touch with suppliers and handles all the queries and problems of
the client at the event day and ensures the smooth functioning of the event with the
prescribed set budget.
 The manager manages the entire team of event staff and provides them a complete
briefing regarding the event activities and the tasks they need to perform.
 Manager organises different facilities such as car parking, traffic control, security, first
aid, hospitality services and media as well.
 Manager is concerned with the safety obligations and health as well as legal components
during then occurrence of event.
 Manager also oversees the dismantling and removal of the event after its completion and
clear the venue efficiently (Blanchard and et.al., 2017).
 Manager evaluates the post-event activities and inform the people about the future events.
 Manager does research on the opportunities for new clients and other events in future.
P 6 Management skills and personal attributes required to work in event industry
The following skills are necessary and required by a manger to work in event industry-
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11 Great Interpersonal skills- An event manager has to work with a team including
different people in order to ensure success of the event . This means the manger should
have the ability to tell and listen without any issues. It is more important for an event
manager to understand the requirements of the clients and find out different ways and
options to fulfil them. Developing such skills are necessary and the people having such
skills inbuilt in them, turnout to be a great event managers.11 Flexibility- There is always instability in an event or can be said that nothing is fixed
while organizing events. Things can be changed in a blink of eye and hence the manager
must be flexible in his work in order to adopt the changes and work according to them.
This skill and behaviour of a manger brings out the completion of event as a success
without any complications.11 Energetic- Events when are conducted are extremely demanding and hence the manager
must be energetic and passionate in working and performing his tasks. This will enable
the manger to take up the challenges and follow up the things accordingly.11 Creative and innovative- Event itself is a sign of creativity and hence the manger should
be able to think out of the box for the success of the event. This skill will also help the
manager to accept the different challenges and make out decisions to deal with various
problems and resolve them.11 Time management skills- This skills is the most important skill in course of managing an
event or business. The managers must be able to prioritize things at work and manage the
time accordingly and this ensures them to be more productive within a limited period of
time. This will result in success of a particular event within a specific time limit.11 Leadership skills- A leader is the one that directs the crowd and other members of his
team according to his vision. Along with all the above skills, the manager must posses
with the leadership skills in order to be a mentor, a guider and a coach for his team and
direct them with different tasks for the completion and smooth functioning of a particular
event (Wise and Harris, 2017).11 Tech Savvy- With the rise of digital platform and technology, event management has
changed tremendously and thus the manager must be updated himself with the latest
technology and well versed in using it so as to be more productive, efficient and perform
more tasks at a time.
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