Analyzing Event Trends and Management in the UK Hospitality Sector

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MANAGING CONFERENCE AND EVENTS
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Table of content
Introduction......................................................................................................................................3
LO1..................................................................................................................................................3
P1: Categories and dimensions of events.....................................................................................3
P2: Features and current trends of event sectors..........................................................................4
M1: Analysis of current event trends...........................................................................................5
D1: Development of event sectors...............................................................................................6
LO2..................................................................................................................................................6
P3: Design an event layout...........................................................................................................6
P4: Importance of providing additional services in conferences.................................................8
M2: Evaluation of quality design and layout to meet client expectation.....................................8
D2: Justification of choices..........................................................................................................9
LO3..................................................................................................................................................9
P5: Management role in event industries.....................................................................................9
P6: Management skills and attributes in event industries..........................................................10
M3: Impact of management skills..............................................................................................11
D3: Critical evaluation of management skills in event management industries........................11
LO4................................................................................................................................................12
P7: Appropriate measure required to provide safe event venue................................................12
M4: Comparison of security and safety provision.....................................................................12
D4: Proper recommendation to improve provisions..................................................................13
Conclusion.....................................................................................................................................13
References......................................................................................................................................15
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Introduction
Event management is the summation of different development or creational steps for
enhancement of targeting process through effective techniques. Therefore, event management
process helps managers to adopt new technical knowledge regarding different conceptual
framework to launch new products. The main objective of this study is to deliver sufficient
information about different types of event in Penguins as a hospitality industry in UK.
Additionally, researcher should deliver significance of different types of event environment in
challenging industry. Similarly, this discussion access different roles of management in event
industry to provide opportunities to their stakeholders through creation of efficient supply chain.
Moreover, researcher supplies valuable recommendation to management of Penguins to improve
events for security and safety of business objective.
LO1
P1: Categories and dimensions of events
There are several types of events in a business organisation to fulfil demands of stakeholders to
meet objective of organisation. Event management is essential for improvement of organisational
objective in a challenging market through professional skills. Similarly, different categories of
events help management to run various organisational processes smoothly.
Leisure Events:
Leisure events are helpful for managing different activities in sports entertainment era such as
sports ground, entertainment venue. Moreover, this kind of event may involve in celebration of
different contest in sports. According to Leinemann and Baikaltseva (2017), managers engage
with different stakeholders to understand their needs to improve goals of organisation. Managers
should improve communication as well as designing approaches to supply quality service
through different technology.
Cultural Events:
Cultural events help management to organise unique festival and memorable entertainment.
Management innovate effective programming techniques for cultural events for improvement of
glamorous success in competitive market (Robinson, 2015). In order to success in cultural
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events, managers must have monitoring and financial skills to control different operational
process. Similarly, managers also may retain their employees through cultural events to reduce
various issues in workplace. Moreover, cultural events has vital role in hospitality industry to
attract large number of customers to increase revenue from respective sector.
Figure 2: Categories of Events
(Source: Given by Researcher)
Personal Events:
Management of a company have to supply their times in dedication process to conduct personal
events to increase skills of individual for improvement of different organisational process
(Cohen, 2017). Since, personal events can deals with different impacts of different issues in
personal development. Thus, managers may consult with different stakeholders to implement
different services regarding revenue generations.
Organisational Events:
In case of organisational events, there are various psychological and business factors to launch
quality products for customers. Every company organises different events to supply different
requirements to retain their stakeholders (Chraibi et al. 2016). Therefore, managers have to
communicate with employees to arrange organisational events for success in challenging market.
Similarly, event managers can understand effective budgeting techniques to implement creative
concepts for quality decision making process.
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P2: Features and current trends of event sectors
Event has relevant features in hospitality industry to enlarge market size to reduce impact of
different operations. These features of events are intangibility, uniqueness, and ambitions. In
addition, there are labour experience, ceremony, personal development, and duration of time of
different process. However, manager should implement unique event management techniques to
attract their customer to enhance performance of event sector. Ambition or objective must be
prominent in challenging market to adopt brand image in hospitality industry (Iorio et al. 2015).
On the other hand, labours are the key factor for success in event management to adopt new
interrelationship approaches for communication process. Similarly, time management has
significant impact on success of events for reduction cost of organisational process. According to
the change in intention of market, management of several business companies have to adopt
different trends in challenging market. Management of Penguins organises several events in an
organisation to serve large number of customers. They have to consider different trends in event
management to undertake success in competitive hospitality industry. These trends in event
management are following:
Event management Software:
Managers of Penguins may introduce different new software to organise effective event
management to attract consumers to enlarge market share. Installation of new software can
reduce different issues in events.
Experience:
They also can use their previous experience in event management process to make easiest event
management techniques. According to Connell et al. (2015), managers may evaluate prominent
event management techniques from their competitive organisation.
Integration:
They have to identify adequate event management process through integrating with their
employees to implement effective decision for events.
New ideas:
Based on knowledge, managers may apply unique ideas to attract stakeholders to gain success in
event management process. New ideas can eliminate different dispute areas in several event
management processes in hospitality industry.
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M1: Analysis of current event trends
In reference to different trends, managers have to adopt different new kind of event management
techniques for success organisation in challenge market. Managers of Penguins have to be
creative to bring new approaches for event management to achieve vision in challenging
organisation. Management may adopt new event management process through examine different
kind of trends in events. On aspect of success of events, managers of hospitality industry divided
different events in 4 types to attract different customers (Dupre, 2019). These types of events are
Mega events, Hallmark events, Major events, and Local events to deliver services to their
stakeholders to achieve goal in travel and tourism industry. Hence, managers can communicate
with their employees to
D1: Development of event sectors
Penguins have to analysis performance of different events to install new events. At the same
time, higher authority of organisation can conduct board meeting with their employees as well as
team leaders to fulfil demand of stakeholders through proper channel. Nowadays, festival or
entertainment events has major role to enhance market size of hospitality industry, thus,
management have to understand different elements of boost events of organisation. Therefore,
managers have to initiate different healthy performance management plan to focus on success in
challenging market.
LO2
P3: Design an event layout
Event Overview
Event Title Travel and tourism show
Event Date 25 May 2019 Event Time 5.00 PM
Event Description Management of Penguins is planning to organise one of the largest
travel and tourism show for their stakeholders to increase awareness
about scope in international travel and tourism industry.
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Table 1: Event Overview
(Source: Given by Researcher)
Information about Event Coordinator
Coordinator Name Alex Paul
Name of Post Event Manager
Telephone [phone] Mailing address penguins.co.uk@gm
ail.com
Website https://www.penguins.co.uk/eventmanagement
Table 1: Information about Event Coordinator
(Source: Given by Researcher)
Event Scope
Target audiences Management plan to organise this event to target large number of
customer from different part of world. Managers can target their
stakeholder through effective supply chain.
Channel Managers implement different new technology and software to
enhance their engagement to increase success of travel and
tourism show (Abdel-Rahman et al. 2016).
Objective According to recent research, managers expected that their market
size will grow by 7% in upcoming year.
Team In order to make successful conference, event managers divided
their workers into different team to reduce issues.
Location Penguins want to organise the show at Manchester to secure
stakeholders engagement to get huge number of sponsorship for
enlargement of market size.
Table 1: Event Scope
(Source: Given by Researcher)
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Moreover, managers of Penguins also introduce different risk management teams to make safety
environment for the show (Qureshi, 2018). Similarly, event managers collaborate with different
business partners to set effective conference for travel and tourism show to gain stakeholder
interest.
P4: Importance of providing additional services in conferences
Nowadays, most of the business organisation tries to attract their customers through organizing
different events and providing quality facilities. Similarly, providing additional facilities such as
foods and beverages, accommodation, transport to stakeholders can enhance market share. On
the other hand, management may gain their faith through this type of marketing strategies to
enhance revenue from travel and tourism industry.
Figure 2: Event tourism
(Source: Given by Researcher)
Events has significant role in business environment in challenging market to increase
opportunities in challenging markets. Traveller wants to get entertainment opportunities from
different transportation. As per the opinion of Pielichaty et al. (2016: 794), managers can
enhance their market size through limited time to make prominent brand image in challenging
market.
M2: Evaluation of quality design and layout to meet client expectation
Evaluation of quality design and layout has exceptional impact on success in challenging market.
Furthermore, managers have to make relevant design of show to enhance success of conference
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to attract their customers. Additionally, they should apply quality strategic approaches to
increase experience of stakeholders to deliver possible facilities to their customers. Managers of
Penguins may organise food festival for introducing cultural events to enhance market size in
challenging markets (Brunham et al. 2017). There are several events examples in a hospitality
industry such as organise of opening ceremony of new ethical festival, theme of parties, business
meeting.
D2: Justification of choices
Since, there are several risk in organise a travel show to attract large number of customers. Thus,
management needs to identify different risks to take relevant action to solve before taking place
at the show. It can be expressed that, managers of Penguin can execute prominent decoration of
their upcoming show to attract large number of customers.
LO3
P5: Management role in event industries
Event managers of Penguins mainly plan and organise various events based on promotions of
business and different social events. As per comment of Leinemann and Baikaltseva, (2017)
responsibilities of managers of this organisation are to run events in a way so that clients are
engaged in the event in proper fashion and events are marketed properly. Management
department of penguin has to develop a detailed layout of events which includes venues, various
legal issues, budgets of project, staffing. Management department has to negotiate prices of those
projects to set affordable budgets for the clients. Additionally, they also make and coordination
of various suppliers and event logistics so that all process work efficiently. Managers of
penguins also collaborate with clients in order to find out exact requirement of clients in the
events (Khalilzadeh and Wang, 2018). Sale and marketing team of this event management
organisation helps to promote events through proper planning, managing guest speakers and
sharing packs. In addition to that, managers have to coordinate with various supplies and handle
different queries and grievance of clients. Managers of Penguins try to manage whole process so
that the project can complete effectively within the provided budget. After completion of an
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event they also supervise the cleaning procedure and removal of logistics of events and then
clear the venue to make it reusable.
P6: Management skills and attributes in event industries
Figure 1: Management skills
(Source: Given by researcher)
Proper management of events has been changed noticeably according to the change in needs and
wants of people. There is various kind of event software in the market which helps Penguins to
run an event efficiently. However, there are some essential skill sets needed in an event manager
to manage the whole system. Event managers have to work with other staffs as a team to make
sure that the event becomes a successful one. Therefore, managers have listen and direct their
staffs without generating any issues. Proper development of Interpersonal skills is highly
important to manage team of staffs and developing an effective communication (Abdel-Rahman
et al. 2016). Event managers of Penguins have to be flexible in work to make changes in projects
and work according to it. They also have to be highly energetic as manager of events in a proper
way can become very demanding sometimes and managers have to deal with every challenge
with positive mindset. In order to become a successful event manager, managers of Penguins
have to creative as well as innovative to do things in different fashion. As opined by Getz and
Page, (2016) they need to think out of the box to stay innovative in every project. Managers need
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flexibilitycreativeMultitasking

to solve every challenge in creative way to that profitability of organisation retained.
Multitasking skills are highly important to manage time effectively to become an event
manager. Ability to prioritise works allows them to become more productive in the projects and
achieve more success in a limited span of time.
M3: Impact of management skills
Effective management skills in event management help business to deliver some essential
contribution to get organisational goals set by Penguins. Proper use of management skills can
help this organisation to increase its productivity as well as brand awareness which is highly
important for organisational growth in this highly competitive world. Through positive
management Penguins tries to manage an effective workplace environment which is highly
needed to make an event successful by fulfilling its needs (Qureshi, 2018). Improvement of skill
sets is required manage events according to client's needs. Therefore event managers can attend
various training and campaigns that are related with event management so that their skill sets get
approved.
D3: Critical evaluation of management skills in event management industries
Leadership skills is one of the important skill set which required managing an event efficiently.
Effective leadership skills help event managers to guide the staffs of an event project to meet the
preset goals effectively so that the business becomes highly successful. In an event every
procedure has to be well balanced and as a result of it all process execute in smooth manner.
These organisational skills for management and event can be learned through attending various
training campaigns and from field work. In addition to that, event managers have to be tech
savvy because it helps to manage a huge event in order (Cheng et al. 2017). Event management
software like event ticketing software, management of venue software can make work easier of
the event managers of Penguins.
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LO4
P7: Appropriate measure required to provide safe event venue
Venue must be free from any risk to health. Therefore event managers has to design the project
in certain manner that people working there stay safe and also clients and their guests can enjoy
various entertainment events safely. Managers need to collect information and design
accordingly because they need to understand event and guests to make the project successful.
They need to gather data on number of people can attend the event, type of audiences attending
it, and whether the event will perform indoor or outdoor. Also requirement of proper
infrastructure for any kind of emergency, proper arrangement of seats needs to take care by the
event managers. Once the concept is clear among the event managers of Penguins they need to
visit the sites in order to determine its suitability with the project (Penguins, 2019). Appropriate
mapping process and gathering relevant data about that venue and its landowner is important to
avoid any legal obligation. Capacity of venue basically depends on space available in the venue
for visitors’ circulation. Managers also consider the space for accessing the vehicle around the
sites. This includes parking, camping and areas for plants, tools and various vehicles for trade.
Finally, managers have to document a draft plan for that specific location for events which also
includes some temporary structures (Dupre, 2019). Once all requirements meet with needs then
final site plan is being drawn by event management. This plan includes making a draft of
facilities, fencing lines of venues, entrance and exit point. This venue plan helps event managers
and constructor to at the time of construction of site. It also can be useful for services that
operate during the event.
M4: Comparison of security and safety provision
Event security and safety management helps managers of Penguins to keep guests safe from any
possible security threats. It helps to give a quality experience to guest without compromising
with their safety so that whole project execute safely. There are various event security services
which includes various threats, risks, different strategies for security, proper planning. It also
includes use of particular technologies to avoid vulnerability of assessment, proper measurement
of manpower to prevent any kind of disruptions and various emergency situations (Connell et al.
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