Conference and Event Management: Hilton Hotel Case Study

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CONFERENCE AND EVENT MANAGEMENT

Table of Contents
INTRODUCTION................................................................................................................................................... 2
LO1............................................................................................................................................................................ 3
P1 EXAMINE THE DIFFERENT CATEGORIES AND DIMENSIONS OF EVENTS, USING
SPECIFIC EXAMPLES TO ILLUSTRATE THE DIFFERENCES.......................................................3
P2 AND M1 USING SPECIFIC EXAMPLES OF DIFFERENT CATEGORIES OF EVENTS
DISCUSS THE FEATURES AND CURRENT TRENDS INFLUENCING THE EVENTS
SECTOR AND EXPLAIN HOW EVENTS ARE ADAPTING TO STAY INNOVATIVE, USING
SPECIFIC EXAMPLES FOR DIFFERENT CATEGORIES OF EVENTS..........................................4
LO2............................................................................................................................................................................ 5
P3 DESIGN AN EVENT LAYOUT TO CORRECTLY SET UP A CONFERENCE OR EVENT
ROOM TO MEET SPECIFIC CLIENT BRIEF REQUIREMENT........................................................5
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
LO3.......................................................................................................................................................................... 10
P5 EXPLORE THE DIFFERENT MANAGEMENT ROLES WITHIN THE EVENT
INDUSTRY, WITH REFERENCE TO CURRENT JOB OPPORTUNITIES IN SECTOR..........10
P6 REVIEW AND EVALUATE THE IMPACT OF THE MANAGEMENT SKILLS AND
PERSONAL ATTRIBUTES REQUIRED TO WORK WITHIN THE EVENTS INDUSTRY
AND MEET STAKEHOLDER NEEDS AND EXPECTATIONS.......................................................11
LO4.......................................................................................................................................................................... 13
P7 AND M4 SPECIFY AND EXPLAIN THE APPROPRIATE MEASURES REQUIRED TO
PROVIDE A SECURE AND SAFE EVENT VENUE, A SAFE ENVIRONMENT FOR GUESTS
AND SAFE ENVIRONMENT FOR EVENTS STAFF, PROVIDING SPECIFIC EXAMPLES
AND COMPARE AND CONTRAST THE SECURITY AND SAFETY PROVISION FOR
SPECIFIC EVENTS EXAMPLES...............................................................................................................13
CONCLUSION...................................................................................................................................................... 14
REFERENCES...................................................................................................................................................... 15

INTRODUCTION
Event management is a broader concept that is generally seen in managing the large
scale functions, programs and events. This is also helpful in managing the formal and
informal parties (Berridge, 2012). The event management is mainly done according to
the type of event. The event needs accurate planning of things and appropriate
management. There are different types of training sessions provided to the people who
work for event management. In the current scenario, people are getting attracted to
event management. Arranging speakers, music, menu, decoration, themes, and other
aspects come in event management.
For understanding the concept of event management this assignment is choosing a
Hilton hotel. Hilton hotel is an American multinational hotel of the hospitality industry
that is providing their services in many countries by using the franchising method
(Birtchnell, 2012). This hotel was founded on May 31, 1919, by Conrad Hilton. It has
been evaluated that there are around 1, 70,000 employees are working in the company.
As per the data of 2018 the operating income and Net income of the company is US$1.38
billion and US$767 billion respectively. The Hilton hotel deals with different clients and
events like formal meetings, functions, marriage, parties, and functions. The different
concepts of event management will be described in this assignment (Bladen et al.,
2012).
Figure 1: Hilton Logo
[Source: Hilton International, 2019]

LO1
P1 EXAMINE THE DIFFERENT CATEGORIES AND DIMENSIONS OF EVENTS,
USING SPECIFIC EXAMPLES TO ILLUSTRATE THE DIFFERENCES
There are different kinds of events which are organized by the Hilton hotel. The
occurrence of the event on a specific date and time is known as an event (Bladen et al.,
2012). Management of an event is done on the basis of special occasion. Formal and
corporate events are managed in a different way while the marriage and other parties
are handles and managed differently. The different types of events which are managed
by Hilton hotels are presented below:
MEETINGS:
There can be two types of meetings like formal and informal meetings. The format and
arrangements of both meetings are really different from each other (Bowdin et al.,
2012). Hilton Hotels conducts different types of meetings according to the needs of the
client.
CONFERENCES:
Conferences are one of the most important elements of event management. The
conferences are generally management for corporate peoples (Brown, 2014). It has
been observed that Hilton hotels manage different types of conferences like an
academic conference for students, art gallery exhibition, workshops, and seminars.
STAFF TRAINING:
The staff training is the most essential thing for the organizations. Training is helpful in
enhancing the current skills and abilities of the employees (Bowdin et al., 2012). There
are various companies that organize training sessions and workshops in the Hilton
hotel. Organizations pay a higher amount to the hotel for developing the personal and
professional skills of the employees.
GRAND OPENINGS:

There are different types of grand openings are organized in the Hilton Hotel. It can be
the promotion of services or products, launching of a store or anything else. Grand
openings are a kind of events which is managed by Hilton Hotels (Brown, 2014).
P2 AND M1 USING SPECIFIC EXAMPLES OF DIFFERENT CATEGORIES OF
EVENTS DISCUSS THE FEATURES AND CURRENT TRENDS INFLUENCING THE
EVENTS SECTOR AND EXPLAIN HOW EVENTS ARE ADAPTING TO STAY
INNOVATIVE, USING SPECIFIC EXAMPLES FOR DIFFERENT CATEGORIES OF
EVENTS
The trend of event management is enhancing day by day and people are getting
attracted towards different events (Cavagnaro et al., 2012). There are different events
organized by Hilton hotels like press conferences, seminars, marriage, formal and
informal meetings, grand openings and others.
It has been observed that the reputed organization wants to conduct its meetings and
conferences in luxurious hotels. Hilton hotels provide an accurate place for the event
and their staff cooperate with the guests and their needs. The management of Hilton
hotels provides proper training to the employees for enhancing their skills and
knowledge about event management (Getz and Page, 2016).
Training is really helpful in margining the different types of events successfully. Apart
from this, beautiful interior and exterior are helpful in giving a comfortable feeling to
the guests. Choosing innovative locations can be helpful in enhancing the reputation of a
particular party or event. The event is done according to the decided budget of the client
and the food and decoration will be organized accordingly.
In the current scenario, the companies are having a large area of business and strong
human resources (Hall et al., 2012). The employees need training for improving their
work and skills. In Hilton hotels, many organizations conduct their staff training
programs on a big level to provide proper training to the employees. Choosing a flexible
and attractive location is helpful in attracting employees.
Hilton hotel provides innovative ideas and different services as compare to their
competitors which are helpful in enhancing their brand image in the industry. People
want to organize different kind of events which have different themes (Hollnagel, 2018).

Presenting the unique and different items in front of guests can be helpful in improving
the reputation of the location. The waiters of Hilton Hotels are presentable in the
uniform which looks sophisticated.
LO2
P3 DESIGN AN EVENT LAYOUT TO CORRECTLY SET UP A CONFERENCE OR
EVENT ROOM TO MEET SPECIFIC CLIENT BRIEF REQUIREMENT
There are different types of client and they have different types of requirements for the
events. Hilton hotels provide all the possible services and facilities to the clients
according to their needs (Milanovich-Eagleson et al., 2015). The layout of the event that
will be conducted in Hilton is presented below:
Event Name Technological Conference
Overview of the Event The technological conference is arranged by the
Hilton Hotel on the demand of a private
organization. The company wants to provide
knowledge about the different technologies and
tools to its employees. There will be a space of
56-6 students who can be a part of this
conference (Moutinho et al., 2018).
For this event an area of 710 sq. ft. is provided
by the Hilton Hotel.
The time for the meeting is decided by 11-2 PM
and 3-8 PM. The 2-3 will be the lunchtime
which will be provided by the staff of the Hilton
Hotel. Refreshment will be given to all the
members in between 3-8.
The appropriate layout for the conference is
presented below:
17/05/2019:
The technical conference will be held by the
private organization in which the manager will
explain the use of new techniques and machines

in the workplace so that the productivity of the
organization can be enhanced (Müller, 2015).
All the arrangements for the event will be done
by the Hilton hotel. Staff will be very careful
about completing the needs of the organization
which is mentioned for the event.
(All the arrangements will be done and
evaluated a day before the event)
26/05/2019
8 AM- there will be 80 chairs will be set and
other requirements will be completed.
10 AM- the guests will start coming to the
conference hall (Page and Connell, 2014).
11:10- The conference will be started by the
manager of the organization.
11-2 the first session will be taken by the
management of the organization.
At 2 PM- the guests will take lunch which will
be served in the dining hall by professional
staff.
3 PM- Guests will come again to the conference
room for the second session.
3-8 PM- the next session will be held.
8 PM- the conference will be finished with the
conclusions and guests will leave.
8:15- The people take their vehicles to go home
Date of the Event 26/05/2019
Start Time 11 AM
Finish Time 8 PM
Entrance Fee As the conference was held by the private
organization for the development of their
employees (Patterson and Getz, 2013). There

will be no fees collected from the candidates.
Number of People There will be approximately 60 employees, 2
HR manager, 4 main representatives of the
company, and the head will be presented.
Figure 2: Event Layout

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
Hilton hotel is a multinational and popular organization of UK which provides
additional services to their clients to maintain their reputation in the industry (Raj et al.,
2017). It has been observed that the hotel has been provided extra services and
facilities for the above event which is done for a private sector organization. The hotel
has provided the facility of internet accessibility by free Wi-Fi so that the employees can
use it according to their needs, AC and ambience is managed so that the guest will feel
comfortable, Complementary drinks will be served by the staff to the employees due to
summer.
There are I pads and laptops are also available for the employees in the conference
room that can be used by them to complete any kind of practical (Rogers, 2013). Pen
and Notepads will be available in the conference room so that they can note down some
important information or clause from their mentors. The guests will be served by the
innovative and advanced technology which can be helpful in enhancing their learning
(Silvers, 2012). This has been evaluated that the additional services and facilities are
helpful in giving comfortable atmosphere to the guests and it is also helpful in
enhancing the brand image of the hotel in front of the organization and they will be
recommended the hotel services to the other organizations. Lastly, it can be said that
the Hilton Hotel has enhanced the satisfaction level of the private organization by
providing additional services (Sisson and Adams, 2013).

M2 EVALUATE THE QUALITY OF THE DESIGN AND LAYOUT IN MEETING
CLIENT EXPECTATIONS AND NEEDS
The client expects good quality of the services and facilities according to the amount
they pay to the hotel for the event (Wood, 2012). The hotel must provide a good
physical environment for the clients and guests. Apart from this, all the essential
elements for the event will be planned and managed by the hotel to give satisfactory
results to the organization that have booked the hotel for their event. The extra facilities
and services will be helpful for the organization to enhance its brand image in the
industry. The quality of food, the ambience of the hall, additional services, comfortable
chairs, interior-exterior need to be managed by the hotel (Milanovich-Eagleson et al.,
2015). Apart from this, the staff members and employees of the hotel must be trained
and know the outline of the event. It will be helpful in completing the event successfully.
There are many factors which highly impact the event and the satisfaction level of the
guests. The services which are provided by the hotel are the main reason behind the
success of the event (Bladen et al., 2012). Lights and sound of the conference room must
be good and comfortable for the people because the conference cannot be completed
without effective sound and music. Apart from this, the temperature of the room needs
to be maintained according to the weather of that particular day. It can be said that the
extra efforts and services of the hotel management will be helpful in making the event
successful and giving higher satisfaction to the guests (Cavagnaro et al., 2012).

LO3
P5 EXPLORE THE DIFFERENT MANAGEMENT ROLES WITHIN THE EVENT
INDUSTRY, WITH REFERENCE TO CURRENT JOB OPPORTUNITIES IN THE
SECTOR
There are different manager’s works in the organization for the success of the event and
they all have their different roles in the organization (Berridge, 2012). The different
roles of a different manager in the hospitality industry are presented below:
PROGRAM MANAGER
A program manager is a person who manages all the outline of the event. The essential
tasks for the event will be performed by the program manager. For completion of an
event, program manager is necessary to handle all the actions. It can be said that
complete management is handled by the program manager (Bladen et al., 2012).
EVENT COORDINATOR
Coordination of the event is important to manage all the activities accurately. An event
coordinator is a person who manages all the activities of the event and maintains
coordination between the employees to complete the needs of the clients and guests
accurately.
EVENT SUPERVISOR
Event supervising is really important for managing all the activities appropriately
(Cavagnaro et al., 2012). An event supervisor is a person who analyses all the activities
of the event a day before the event for assuring that the arrangements are accurate. He
is also responsible for testing the ability and skills of the employees.
CUSTOMER RELATIONSHIP MANAGER
A customer relationship manager is a person who is responsible for managing healthy
relations with the customers by fulfilling their needs and requirements. Customer
relations are the most important part of the success of the business (Hall et al., 2012).
The fulfilment off customers’ needs and demands will be helpful in enhancing the
profitability and efficiency of the organization.

P6 REVIEW AND EVALUATE THE IMPACT OF THE MANAGEMENT SKILLS
AND PERSONAL ATTRIBUTES REQUIRED TO WORK WITHIN THE EVENTS
INDUSTRY AND MEET STAKEHOLDER NEEDS AND EXPECTATIONS
In the current scenario, event management is one of the basic requirement of the people
who through the party or an event. The event industry is growing day by day in which
the employees need managerial and personal abilities to manage the organization
(Milanovich-Eagleson et al., 2015). Effective management skills lead to successful event
management. The employees need to know the essential elements of the event
management in order to manage all the activities successfully. It is very important to
know the requirements of the clients to manage the events in that way. Right location,
services and other things are helpful in making the even fruitful.
The personal attributes can be helpful in providing satisfaction to the clients. In above
the plan for the technical conference which is managed by the Hilton hotel is presented
(Page and Connell, 2014). It has been observed that the staff members are well trained
to manage the event and there are some extra facilities and services which are provided
by the Hilton hotel in order to give higher satisfaction to the guests. The employees are
the most valuable part of the success of an event. The manager of the Hilton hotel
assured the proper planning of an event that is helpful in knowing the complete outline
of the event. Apart from this, the staff must have effective communication skills to deal
and interact with the peoples who come to attend the conference (Raj et al., 2017).
Managerial and personal skills are really helpful for meeting with the needs and
requirements of clients (Silvers, 2012). The manager of the hotel has the responsibility
to provide similar treatment and training to all the employees it will be helpful in
managing healthy relations with between the employees. Moreover, it will be beneficial
to reduce the internal conflicts between the stakeholders of the organization. The
working environment must be comfortable for the employees so that they can work
with more efforts and potential (Page and Connell, 2014). Directing, staffing, controlling
and coordination are some essential managerial skills which need to be presented in the
staffs that are working in the hospitality industry. These skills will be helpful in
managing the event accurately. The program manager must direct the employees for