Conference and Event Management: A Comprehensive Report

Desklib provides past papers and solved assignments for students. This report covers event management.

Conference and Event Management
1

Table of Contents
Introduction...................................................................................................................... 3
LO1 (P1, P2).................................................................................................................... 4
LO2 (P3, P4).................................................................................................................... 9
LO3 (P5, P6).................................................................................................................. 11
LO4 (P7).........................................................................................................................13
Conclusion..................................................................................................................... 15
Reference list................................................................................................................. 16
2

Introduction
In this modern era, tourism industry has great demand and this industry has been
booming up its growth spontaneously. Throughout the global premises there are wide
range of tourists those are ready to spend huge amount of money on tourism and
leisure. Apart from that, different conferences and events are being arranged in
different hotels, restaurants and other tourism destinations to gather attention of
customers or visitors.
“Jumeirah” is a Dubai based multinational hotel chain along with all the luxurious
facilities and accommodation services. It is a part of Dubai Holding. “Jumeirah” was
founded in 1997, 21 years ago with the aim of offering best class luxurious facilities and
rich tourism experience to the wide range of global customers. More than 14,000-
trained staffs perform daily to offer services to customers. Last year the company has
generated $2.7 billion revenue from their business (jumeirah-al-qas, 2019).
In this study, different categories of events will be evaluated along with examples.
Difference among different types of events will be analyzed as well. Current trends that
are influencing the modern event industry will be described in this paper. Different
services that are available within events of conferences and different managerial roles
will be discussed in this portion of the study for overall understating of the project.
3

LO1 (P1, P2)
P1 Examine the different categories and dimensions of events, using specific
examples to illustrate the differences
Modern tourism has been changed due to globalisation and advancement of
technology. Additionally, due to high market demand and popularity, tourism and
hospitality industry has been booming up its growth and dominating over other business
rivals. Conferences and events are the new part of tourism, hospitality industry has the
responsibility of providing all the necessary services and accommodations to customers
during these special meetings, and events.conference is a meeting of people who
confer regarding any topic (Rogers and Davidson, 2015). Conferences can be several
types such as academic conference, athletic conference, author’s conference and
others. Apart from, events are being organized for different purposes and to gather
visitors (Getz and Page, 2016). There are three types’ events that are as follows:
Trade events
Trade events are arranged for dealers, partners, consumers and distributors. In
generally, in this type of events include presentations, forums, seminars, conferences,
receptions, summits and others. This type of events is also known as showcases or
exhibitions.
Special events
Special events include all types of concerts, shows, road shows, runs, mass events and
others (Baruch et al., 2017). Arranging special event can give an organizational brand
proper attention. In simple words, it has a beneficial effect on organizational image.
Corporate events
This is the most popular type of events. It provides an excellent opportunity of bringing
ideas of an organization to its workers. This event will make sure the loyalty of invitees
as well as laud their significance (Bessembinder et al., 2017). However, there is several
categories of corporate events that are as follows:
Conferences
4

Conferences are the most popular and important business events. In conferences, a
unique and important topic is discussed in appropriate manner to find a solution.
Meetings
In large companies, meetings are arranged to share important information regarding
business to all the employees or important personnel only (Kolari et al., 2017).
Seminars
Seminars are arranged for providing training to employees or managers. All are not
boring lectures, some are interesting as well.
Apart from that, there are several other events including team-building events,
business dinners, trade shows, press conferences, golf events, networking
events, incentive travel and others those are popular as well.
Basis of
comparison
Trade events Special events Corporate events
Definition Trade events are
designed for
consumers,
partners, dealers
and distributors.
This is generally
known as exhibition
or showcases.
Special event is a
different type of
events where the
entire event is
being arranged
centering special
person or guest.
However, it
includes all the
concerts runs,
festivals, road
shows and others.
Corporate events
are the most
popular one. It
always has a
beneficial effect on
organizational
image (Kwoczek et
al., 2014).
Corporate events
are helpful in
making better
employer-employee
relationship as well.
Objective Trade events are
organized for
generating sales
and trading.
Special events are
arranged for
gathering attention
of huge audience.
Corporate events
are arranged for
improving corporate
relationship and
developing
5

business
performance.
Examples Exhibitions,
showcases are the
proper examples of
trade events.
Olympic, different
shows or concerts
of different artists
such as David
Guetta, Adam
Abraham, Necolas
and others are the
examples of special
events.
Corporate events
are seminars,
conferences,
networking events,
golf events,
incentive travel,
team building
events, trade
shows and others.
Table 1: Difference between various types of events
(Source: Created by learner)
Development of events sector
Events sector has listed in modern trends and most of the event managers are looking
for development of this particular sector to provide more satisfaction and rich
experience to their customers. Through using modern technologies, events sector has
adopted several recent time changes. They are providing the experience of virtual
events that are occurred through video conferencing to increase the satisfaction
standard of the customers (Jones, 2017).
P2 Using specific examples of different categories of events, discuss the features
and current trends influencing the events sector
In hospitality and tourism sectors, events are organised in three different categories;
trade events, special events and corporate events. Trade events refer to exhibitions
and showcases that are arranged for trading with visitors. Corporate events like
conferences, meetings, team building meetings and others. Apart from that, all types of
events including concerts runs, summits, and others are included in the special events.
In current scenario, events sector is offering a range of services and features to gather
attention of wide range of global customers. They always focus upon offering a rich
experience to customers so that customers or visitors will return to the firm for rejoices.
6

The key feature of events sector is that it provides services to customers to increase
their satisfaction level instead of trying to make them satisfied. It focuses upon caring
the visitors and arranges maximum security and safety for the visitors, which provides
them more reliability. Reliability and trust are the two most important components that
are mandatory for increasing the business performance and developing customer base.
Events sector has provided all the required features and facilities to customers to
influence them and make them satisfied all the while.
Current treads in events sector is as follows:
Going all out without engagement
In events sector, a recent trend is delivering a holistic experience through engaging all
the five senses. This event engaged customers’ senses of smell or taste. Well-crafted
multisensory event has the ability of provoking interest before, during and after the
event. This holistic experience has influenced the customers largely.
Infusing local flavours to events
Local flavour refers to adding something unique to the location. Apart from the foods,
beverages, drinks and others, events sector is adding local culture, history, scenery and
others in order to meet the expectations of the customers effectively. Events sector
always tries to keep the balance between localisation and inclusion in the events (Teraa
et al., 2016).
Big data and crowd shaping
Crowd shaping refers to diverting the entire crowd of attendees into particular
experiences or places in an event for influencing their experiences. Firstly, in this
process, data and information is collected and feed the information into the big data
algorithms, which shall translate the figure into insights and trends. Crowd sourcing and
crowd shaping has become modern events sector’s heart.
Unique venues do the half and make bold and memorable statements
7

Venues and destinations are important and events sector selects unique event layouts
and venues like cabaret style locations, which foster interactions. Events sector arrange
the seats in herringbone arrangement for meeting the needs of an event.
Customization makes personalised event experiences
Events sector knows the significance of using different technologies in the sector.
Events are using technology for attending preferences as well as discern patterns in the
activity, letting the main organizer make rich experience, which ensures the highest
impact as well as engagement for every active participant. Event apps are being used
for increasing the satisfaction standard of the customers.
Artificial intelligence
In tourism and events sector, using artificial technology has such become a trend and
most of the firms are using this AI feature in betterment of the business performance.
Apart from that, artificial intelligence has played role in extending the business
performance to the maximum potential (Russell and Norvig, 2016). On demand, artificial
intelligence shall range from registration assistant to virtual concierge. Events sector is
adopting diverse AI features and modern technologies to flourish their business
condition.
8

LO2 (P3, P4)
P3 Design an event layout to correctly set up a conference or event room to meet
specific client brief requirement
It is fact that, the layout of the conference or event room can have large impact over the
engagement of audience. Event managers always look for finding out the best seating
layouts for diverse events.
To meet the brief requirements of clients, arranging seats in appropriate manner and
designing the entire room effectively is such mandatory (Morrison et al., 2019).
Traditional layouts can provide larger space; however, new layout will reduce the space
due to incorporation of new things. Selection of the appropriate layout is such important
for meeting the expectations of the tat get audience.
Decor: Internal decoration of the event room must be effective enough that it can gather
attention of target customers. According to the numbers of attendee, chairs, tables,
sofas, linen hire and others are hired. Apart from that, it is also possible to set the
decoration of the room as per the scenario of the event to make the event atmosphere
more realistic and enjoying.
Resources and workforce: For successful completion of an event, proper allocation of
resources and workforce is necessity. This amount is decided after confirming the
numbers of attendee (Van der Wagen and White 2014).
Safety and security
Safety and security measures are other key considerations of event management.
During setting up the layout of an event, event manager is also conscious regarding
taking safety measures. Event manager arranges fire extinguishers, metal detectors,
security staffs and others for providing maximum safety and reliability to audience.
Seating arrangement: The most important part of designing layout of the event room is
appropriate seating arrangement according to the type of event. For an instance, team-
building events, training events always follow imperial style, where events in
workshops, interactive meetings, conferences and other follow V-shape seating
arrangement.
9

Funds: According to the size and numbers of attendee, funds are arranged to complete
an event.
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
Audience are the most important assets of an event show. In order to meet the needs of
the audiences in a conference or event, different types of foods, beverages and
desserts are served to customers along with desired drinks. This entire service is
known as catering (Boella, 2017). Providing the audience technical support; for an
instance audiences are likely to use free wifi services within the event premises.
Therefore, free wifi services are provided to customers by the event management
authority. Apart from that, audience does not like fights. Hence, the event managers
employ security officers and bouncers for providing the audience a safer and rich
experience of any specific event.
In many of the events, fireworks are arranged to meet the expectations of the
customers. Additionally, in most of the events, there must be a place for dancing or
performing some extra curriculum activities in order to refresh the minds of the target
audiences.
10

LO3 (P5, P6)
P5 Explore the different management roles within the event industry, with
reference to current job opportunities in the sector
In recent days, event management has reached a new level of success and it has great
demand in market place. In addition to this, this demand is increasing spontaneously.
As a result, there are several job opportunities have opened those are required to be
fulfilled in appropriate manner for performing all the business activities and accelerating
sales revenue. In an event industry,, there are several managerial roles such as client
service manager, event manager, ticket sale manager, stage manager, production
manager, box office manager and others those all have their important roles to play
within the firm to appropriately conduct all the business activity (Noe et al., 2017).
An event manager is responsible for working closely with the coordinators for ensuring
that the event is running as smooth as this can. Some paperwork is required in this
profession for planning an event-changing schedule and others (Sinha et al., 2014). In
case, members face issue in event, they inform it to event manager, who is responsible
for making adequate solution. Event manager supports its coordinators for completion
of an event in appropriate manner.
Client Service event manager has the responsibility of dealing with the public. They
should be polite, professional and good communicator so that they will be able to
connect with the people in better manner. Client Service event manager manages
ensures that customers’ needs are being fulfilled and they solve any kind of queries as
well.
Apart from that, there are others managerial roles those play vital roles for betterment
and successful completion of events.
However, due to emerging trend and high demand, this industry can provide lot job
verities. For an instance, in an event industry, there must be program manager,
program supervisor, development director, communication assistant, program
co-ordinator, executive assistant, community relation manager, sponsorship
coordinator, crews and others (Masterman, 2014). Successful completion of an event
relies upon a wide range of staffs those are directly or indirectly interlinked with this
11

profession. Apart from that, choreographer, event coordinator, catering management,
lighting operator, set designer, administrator, master carpenter and others those
play vital role to make the event successful and remarkable.
However, stakeholders of events must be satisfied with the performance and share of
business profits. Stakeholders play a major role in influencing the business performance
to maximum level. So that, all the employees and staffs inter linked with this profession
must take some adequate steps that can assist to meet the needs and requirements of
the stakeholders (Page, 2014).
P6 Review the management skills and personal attributes required to work within
the events industry and meet stakeholder needs and expectations.
Event industry is all about providing satisfaction and reliability to the customers so that
they will come back again to rejoice. Event managers are responsible for planning and
organising promotional, business as well as social events (Boella 2017). They have the
responsibility of ensuring that the targeted audience is engaged. In this profession
having some effective qualities, skills and attributes are necessary that are as follows:
 Effective communication skill to manage wide range of audience at a time (Evans
et al., 2017)
 Effective management capabilities so that the manager can manage the
workforce and resources in proper manner for accomplishment of their set target
 Additionally, having great interpersonal skills is mandatory for an event manager
 High flexibility and energetic attitude is required for being a successful event
manager
 Event manager must be creative and innovative so that he can arrange all his
events in different ways that can grab attention of audiences
 Time management is another important consideration in events so that event
manager must have time managerial skills as well.
Meeting the needs of the stakeholders is another key consideration and event
manager is responsible for taking the appropriate steps. In order to meet
stakeholders’ needs, event manager must share the business profits equally among
the stakeholders according to their contributions in completion of an event.
12