Conference and Event Management: A Comprehensive Report

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

CONFERENCE AND EVENT
MANAGEMENT

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Learning Outcome 1........................................................................................................................2
P1 Examine the different categories and dimensions of events using specific examples to
illustrate the differences...............................................................................................................2
P2 Using specific examples of different categories of events, discuss the features and current
trends influencing event sector....................................................................................................3
M1 Analyze current event trends to explain how events are adapting to stay innovative using
specific examples for different categories of events....................................................................4
D1 Critique the development of the event sector providing specific examples from a range of
different categories of events.......................................................................................................5
Learning Outcome 2........................................................................................................................6
P3 Design an event layout to correctly set up conference or event room to meet specific client
brief requirement.........................................................................................................................6
P4 Examine the additional services available within a conference or event environment and
the importance to provide them to meet specific client requirements for added value...............8
M2 Evaluate the quality of the design and layout in meeting client expectations and needs......9
D2 Justify choices made for the design and layout to set up a conference or event correctly and
exceed specific client expectations and needs...........................................................................10
Learning Outcome 3......................................................................................................................11
P5 Explore the different management roles within the event industry, with reference to current
job opportunities in the sector....................................................................................................11
P6 Review the management skills and personal attributes required to work within the events
industry and meet stakeholder needs and expectations.............................................................12
M3 Evaluate the impact of management skills on creating successful event to meet
stakeholder’s needs and expectations........................................................................................13

D3 Critically evaluate the management skills required in the event industry, making and
justifying recommendations to meet stakeholders requirements...............................................14
Learning Outcome 4......................................................................................................................15
P7 Specify and explain the appropriate measures required to provide a secure and safe event
venue, a safe environment for guest and safe environments for event staff, providing specific
examples....................................................................................................................................15
M4 Compare and contrast the security and safety provision for specific events examples......16
D4 Justify recommendations to improve the provision of security and safety at specific events
and cost to the business, staff and guests...................................................................................17
Conclusion.....................................................................................................................................18
References......................................................................................................................................19

LIST OF TABLES
Table 1: Event layout for wine festival............................................................................................6

Introduction
Managing event and conferences refers to project management for developing and creating large
scale events that includes conferences, festivals, weddings, ceremonies, concerts, formal parties
and conventions. The current study will examine features, categories, trends and dimensions of
events in reference to Hambleton Hall situated in Rutland, UK. Further it will give design layout
for setting event by adding services that will help in achieving client needs. It will emphasize on
various management roles in event sector that provides job opportunities and attributes that are
mandatory to satisfy stakeholder expectations. At last, appropriate measures will be discussed
that will give safe venue and environment for event.
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Learning Outcome 1
P1 Examine the different categories and dimensions of events using specific examples to
illustrate the differences
The events have strong relationship with hospitality sector as events regardless of nature and size
will often promote consumption of food and drink. The event and conference manager has been
going through various responsibilities of conducting events in Hambleton Hall of UK. As many
customers travel world with different purpose that describes their expectations and behaviour
that increases duties of manager related to banquet and conferences (Jones, 2017). The hotels
have variety of events according to size and themes. For example – the luxurious hotel
Hambleton Hall conducts lovely series of wine and food events every season. The events at hotel
have following categories that are discussed below:
Banquets – It refers to large feasts and meals famous from Elizabethan era that has changed and
found better use in modern times. It is initiated by organisations for thanking current employees
and customer for entertainment purpose. This business type is necessary to many hotel owners
that enter it in event department naming conferencing and banqueting. The contract caterers and
hotel businesses are targeted for organising such events at various locations that might not have
facilities of food that brings extra burden to logistics.
Weddings – The market of wedding is fully contested. There are various hotel chains that carries
dedicated directors that aims wedding trade. It is determined as large market that is named as the
wedding industry. The hotels have high number of dedicated event managers and professional
consultants that has made hotel active in capitalizing in room stays as well as hosting in
reception for pre-wedding (Frey, 2016).
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P2 Using specific examples of different categories of events, discuss the features and current
trends influencing event sector
The hotel businesses in today’s time face various challenges due to consumer expectations, the
taxes, competition, specialized event sector etc. While conducting events in industry event sector
has to go through various customers’ needs and requirements that provide global satisfaction. In
Hambleton Hall, the events are created with motive to satisfy customers that has gained success
in doing so (Turner, et.al, 2016). Thus, following are major key points that are determined as
event trends and feature that are impacting event sector in several manners which are as follows:
Transparent Venue Pricing – The pricing should automate according to venue availability. It
will help in minimizing budget cost and improve transparency consciousness with organisers of
the events. The method of automation will directly saves organisers time by lowering the cost.
Hence, opportunity will be gained for creating affordable event that will provide further chances
to conduct happening meetings and events.
Wellness Agenda – The events occurring at hotel for customers and travellers has increased the
fitness and health factors of employee wellbeing. It just simply means that event plans are taking
extra time to reflect, relax and think or it just coordinating with speakers, live event and topics
experiences.
Purposeful Events – The events must have specific purpose for being social responsible. Thus,
planning stage must focus on environmental and social statements. The journeys must conducted
by evoking consumer emotions that will provide memorable event. For example – the summer
parties that should consider idea of fresh coffee at conferences for remindful experience (Park
and Park, 2017).
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M1 Analyze current event trends to explain how events are adapting to stay innovative using
specific examples for different categories of events
Events are determined as the powerful tool across world that is focusing on introducing products,
generating organisational revenues and developing brand loyalty. Hambleton Hall is luxurious
property that is dispensing fine dining services. Moreover, the customers during their stays are
provided with services in people can play tennis and croquet, ride round water bird watching and
swim. The events are effectively conducted for satisfying customers by dispensing classy things
and experiences that made their stays more comfortable (Yang and Tan, 2017). The hotel
indulged in events requires innovative approach to attract global customers that includes the
following:
Ticket Upgrading Services – The digital native have been determined as major consumer group
that generates online experiences in ticketing that is critical to event and venue organisers. The
issue is limited options and low innovation in ticket quality provided vendors. The upgraded way
of ticketing is done by mobile. The advanced technologies are allowing ticket giver for being the
revenue generator without becoming expense centre. It should allot services like rideshare and
taxi services for making service more convenient.
Enhancing Event Virtual Reality Experiences – The event are trending did not only promote
updated interaction but it also connects with the things that not available in physical state. The
virtual and augmented realities are specifically accounts for exhibitory activities and immersive
experiences that help to test product at upper level. For example – Hambleton Hall gives sports
and bird watching services to customers that provide real experiences as customers might have
not taken virtual experiences (Getz and Page, 2016).
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D1 Critique the development of the event sector providing specific examples from a range of
different categories of events
The event and conference sector refers to important aspect of tourism and hospitality market. It
helps in segmenting and tailoring private and corporate gatherings for thousands of participants
in meetings, special functions and conferences. The Hambleton Hall has variety of services that
includes staying facilities, restaurants with additional services like long walks, sailing and cycle
rides with homely interiors. The events that are placed in hotel have widely developed according
to consumer and traveller demands (Lundberg, et.al, 2017).
The tourism and hospitality industry has another important segment that is known as conferences
and events. It includes expos, meetings, special events and gatherings. The development in event
sector has recieved rapid growth by arranging private and corporate functions with adorable
venues, within conferences centres and hotels for facilitating party events. Thus as assistant to
event manager of Hambleton Hall effective thinking and problem solving skills must be present
so to conduct and plan better events with flexible services.
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Learning Outcome 2
P3 Design an event layout to correctly set up conference or event room to meet specific client
brief requirement
Hambleton Hall is planning to create wine festival that will be planned by event and conference
manager. As assistant, various roles will be assigned for creating layout that is developed below:
Table 1: Event layout for wine festival
Event Name “Raise Your Glass”
Event Taglines “Wine improves with age, I improve with wine”.
Event Date 19th May, 2019
Event Location Hambleton Hall
Event Planner Event and Conference Manager of Hambleton Hall
Description The event is occurring for encouraging young visitors for knowing about the
importance of wine festival (Ebrahimi, et.al, 2016). It was found that young
people are more prone to enjoyment, entertainment, excitement, searching for
thrills and being for friends. It will help in developing young generation interest
towards wine consumption by targeting people with high income groups.
Event Purpose The motive of wine festival is very clear of selling wines by boosting its sales
graph. The event is focused on increasing people that consumes wine that has set
target for young people. It will further provide opportunity to promote wine
brand that will get future growth when people purchases.
Event Timings From 2 pm onwards till midnight.
Number of Guest 2000 young people.
List of Activities  Top brand will be selected for wines.
 Provides unlimited food counters.
 Swimming pools with fun activities.
 Live music, glittering lights and Dj’s for playing music for
dancing.
Event Publicity Plan  Event ticketing systems.
 Developing an event hash tags.
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 Promotion at hotel website and social media.
 Sending engaging newsletter.
 Announcement in press release.
Event Budget £1800 million will be spending on providing wines and services to customers
and stayers (Granadillo, et.al, 2016).
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P4 Examine the additional services available within a conference or event environment and the
importance to provide them to meet specific client requirements for added value
Consumer or client satisfaction plays major role in obtaining successful results from business. A
manager and assistant have several duties to plan perfect layout for an event by achieving graph
of client requirements that needs fulfilment. As Hambleton Hall is planning for drink festival in
UK it has given duty to event manager and its assistant. Thus, while presenting an event idea to
hall owner meeting needs to be fixed before 4 months of events so that necessary changes could
be made to plan. The layout of wine festival has clearly mentioned its motive, time, purpose and
date. It only needs reviewing from manager that will determine place to include additional things
that will satisfy consumers that has paid for enjoying (Szabó, 2018). Following are the area of
add-on services that needs to be includes from which clients of Hambleton Hall will definitely
gains satisfaction which are as follows:
 The purpose must include the motive of beating summers in coolest manner by dancing,
drinking and enjoying every moment of life.
 Different winery brands must be added with lists so that customers will be able to know
about preferred brands.
 Entry should be including signs or tattoos on hands of customers that will provide surety
of entering right customer on right tickets.
 The food providers at festival should be from high quality caterers.
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