Event Planning and Management: Hilton Hotel Analysis

Desklib provides solved assignments and past papers to help students succeed.

Conference and Event Management

INTRODUCTION......................................................................................................................1
TASK 1......................................................................................................................................2
P1, M1 Examining various dimensions and categories of events..........................................2
P2, Discussing the current trends and features affecting the event sector.............................3
D1...........................................................................................................................................5
TASK 2......................................................................................................................................6
P3, M2 Designing an event layout to set up event or conference room to meet customer
requirements...........................................................................................................................6
P4, Examining the additional services available within event or conference environment to
meet customer needs for added value....................................................................................7
D2...........................................................................................................................................9
TASK 3....................................................................................................................................10
P5, Exploring management roles with reference to current job opportunities in event sector
..............................................................................................................................................10
P6, M3, Reviewing and evaluating management skills, attributes require to meet
stakeholder expectations and needs within event industry..................................................11
D3.........................................................................................................................................12
TASK 4....................................................................................................................................13
P7, M4 Explaining measures required to provide a safe and secure event environment and
venue for guests....................................................................................................................13
D4.........................................................................................................................................14
CONCLUSION........................................................................................................................15
REFERENCES.........................................................................................................................16

INTRODUCTION
Conference and event management is important for organisation in order to define their
purpose, goals and objectives and to provide information regarding performance and
operations. Hilton Hotel is taken into consideration which is a global hospitality organisation.
In this regards, the report will cover various dimensions and categories of events and current
trends and features affecting the event sector. In addition, an event layout to set up event or
conference room to meet customer requirements is provided and additional services available
within event or conference environment to meet customer needs for added value are
discussed. Further, management roles with reference to current job opportunities in event
sector and management skills, attributes require to meet stakeholder expectations and needs
within event industry will be explained. Finally, measures required to provide a safe and
secure event environment and venue for guests will be discussed.
1

TASK 1
P1, M1 Examining various dimensions and categories of events
There are number of events managed by Hilton Hotel according to the business, employees
and customer’s requirements. In this regards, different dimensions and categories of events
are described below:
CATEGORIES OF EVENTS
Corporate events are managed for different reasons in order to achieve desired outcomes in
terms of interpersonal relationship, bringing people together and structuring the environment.
Conferences and Seminars: Such meetings are managed by Hilton Hotel managers to
provide information to target audience. Seminars are short events where the speakers keep
participants together for couple hours in same place (Getz, 2018). In addition, conferences are
managed at multiple sessions to discuss important topics.
Incentive programs: Such kinds of events are based on agendas to provide reward and
incentives as enjoyable activities. In this event, best performances are rewarded with
incentives or certificates to enhance employee motivation.
Appreciation events: Such events are focused on giving opportunities to parties to have
understanding towards organisation priorities. Employees are appreciated to provide best
services to customers. In appreciation events, different activities are managed by organisation
such as parties, festivals, dinner and evening cruises etc.
Team-building events: Such events are focused on improving confidence in employees and
allow them to spend time with each other within a non-work environment. Team-building
events are managed by Hilton Hotel to increase morale, satisfaction and togetherness between
employees through indoor or outdoor activities.
Shareholder and board meetings: Both board and shareholder meetings serve crucial
purpose within organisation. Board meetings provide opportunity for members to analyse
performance of organisation to meet requirements and make proper decisions (Jones, 2017).
In shareholder meetings, shareholders are provided with business information such as targets,
performance, strategies and future goals.
2

EVENT DIMENSION
Introduction: There are six dimensions of an event such as anticipation, atmosphere,
amenity, arrival, appetite and activity.
Theme: Theme of the event must be effective so that guests can adopt it. It must be
meaningful, purposeful and provide showcase to organisation or customers. An effective
theme delivers focus and direction to audience.
Anticipation: In this various activities are involved such as communication and marketing,
announcement, expectations, contact through cards, website, flayers and e-mail etc.
Arrival: Event dynamic must be efficient, safe, warm welcome and understand the
transportation needs.
Atmosphere: The venue must be developed with eye on comfort, location, utilities, shelter,
infrastructure, layout, accessibility and sanitation (Xu and Zhang, 2016).
Appetite: Meals provided must be match with event occasion such as nutrition and appealing,
address religious, preferences and physical priorities.
Activity: Activities must be aligned with event purpose and goals to shape decisions towards
environment offered. Schedule must be created b management of Hilton Hotel.
Amenity: After the completion of event, information must be gathered to extend the
memories legacy and to provide walk away values.
Events are adopting current trends such as advanced technology, unique venues, foodie
promotions and upgraded experience in order to shape the event effectively to achieve its
purpose and goals. This is heling them to become innovative to focus on major elements
involved in an event effectively.
3

P2, Discussing the current trends and features affecting the event sector
It can be said that the current trends and features has a great impact on event sector. Event
trends are emerging these days with innovative techniques and resources to cover all the
aspects. In this regards, event trends and features that are influencing event sector are
described below:
Safety and security: It can be said that natural disasters and other dangerous things can affect
the event setup. In this regards, Hilton Hotel management must focus on security strategies
and planning (Draper and Neal, 2018). Technologies can be used by them such as people
counters, crowd trackers, heat maps, digital security measurements etc.
All engagements: The management must ensure that the participants are provided with all the
information regarding purpose of the event. In this regards, they can use hands-on display and
promote audience through recreation between session. Soundtracks, visual methods, scents,
textures are some crucial aspects that has influence on events.
Unique Venues: Unique venues have a great impact on audience and participants. In this
regards, the current trends of unique places have a great influence on event management such
as museums and castles etc. The selection of venue must be effective to provide an effective
environment.
Customisation: In this global world, features and trends have a great impact on event. Hence,
customisation is available for management in order to make their event more effective and
purposeful. It is possible for Hilton hotel to manage similar events in various branches to
provide same experience.
Artificial intelligence: One of the most effective elements that is affecting the event is
artificial intelligence. In this regards, artificial intelligence provide suggestion for the best
activities that can be involved in event and have personal assistance (Čizmić, Softić and
Talić, 2018). Social media and other platforms has a major impact on such events.
Sustainability: In today’s era, events are organised with sustainability which is to paperless.
Sustainability in events is affecting the events such as in now days instead of paper materials
organisations are using e-mails and applications. It also saves cost and showcase local favour.
4

D1
Development in event sector within tourism business can be assessed from the activities
managed by organisations in order to provide better services to their customers. In this
competitive world, event management plays a crucial role in hotel industry as the employees,
staff and management become loyal towards brand as they know the information of
operations, appreciated by top management and get rewards for best performances. It
becomes a necessary element for organisations as it has a major impact on performance of
both business and employees effectively. Hilton hotel is managing events in order to deliver
sustainability within their operations.
5

TASK 2
P3, M2 Designing an event layout to set up event or conference room to meet customer
requirements
It can be said that there is a great impact of event layout on learning and engagement at event.
It is very important to identify the attendees amount in order to choose the venue for event.
Choosing an effective event layout is important to provide greater experience to management
and employees. It helps in better learning, opportunities, interaction, team-building exercise
and performance experience. In this regards, a correctly set up event room and its elements to
be considered by organisation in order to meet requirements of customers are provided
below:
Figure 1 Event Layout to set-up Event
Attendee numbers: There is a great impact of attendee numbers on selection of layout. Small
number of people provides greater flexibility in seating arrangements. In case, the
organisation is preparing for a large event than there must be additional accommodation such
as additional seats and arrangements to minimise chances of disturbance in event.
6

Space availability: The dimension of room helps to identify the specific setup. The
organisation must select a room suitable for guests in terms of availability of space and seats.
In case of compromise, management can divide the participants into two sessions
(Lampertico, Maini and Papatheodoridis, 2015). This will enhance time for the event but
effective to provide greater experience.
Priorities: The event objectives must be determined to think in each area of learning to make
effective interaction with people. The priorities must be identified by the Hilton Hotel
management to provide better results and engagement of people in event.
Practicalities: In bigger events, there are some activities such as food, beverages, design of
fork etc. which has a great impact on event and mind-set of people. The venue must be
flexible in terms of separate area for refreshment and food in order to minimise disruption.
Decoration: The venue must be decorated in order t0o have a great impact on people
attending the event. In this regards, management can ensure availability of furniture such as
tables, sofas, chairs, linen hire etc. In addition, the feel and look of room must be effective
which is helpful for the speaker to represent his or her ideas and activities.
Activities: Activities planned during the event must consider the layout and space
availability. The management must consider the activities to change the layout of event such
as storage, staff, time, availability of area etc. to ensure there is not disturbance arises during
the event.
Health and safety: The most important thing while designing an event layout is consideration
of health and safety of people attending the event (Akhter, 2017). In this regards,
management must ensure that the room layout is safe and there are emergency services in
case of any incident.
7

P4, Examining the additional services available within event or conference environment to
meet customer needs for added value
Many people participate in an event in order to acquire information regarding the purpose of
event. In this regards, some additional services can be provided to them by Hilton Hotel in
order to meet their requirements and add value within event.
Free Wi-Fi: Hilton Hotel management can provide free Wi-Fi services to their audience
attending the event. It is a cheap service that can be easily managed by business to provide
greater experience to consumers.
Banqueting services: It can be said that people who are attending the event may require
banqueting services. The event may take extra time as per the interest of participants. In this
case, banqueting services such as food, refreshment etc. will help to provide satisfaction to
consumers which will help to increase the effectiveness of event.
Facilities for disabled: There must be extra facility considered by management for disable
people such as wheelchair, waiters to serve them food etc. This helps to show that the
organisation is not only focused on providing quality services but also ensure people towards
the importance of event effectively (Fadil, Trentesaux and Branger, 2019).
Parking: People attending the event comes from their own vehicles. There must be facility
for them to park their vehicles so that the rush of vehicles could be managed effectively. It
depends on the number of people coming to attend the event.
Tour arrangements: After the completion of event, people need some refreshment in order to
talk about event activities and its effectiveness. People usually want to go out with their
friends to discuss on activities held in event. Hilton Hotel management can provide those
services such as Taxi and rent a car facility. In addition, they are also able to provide their
own services such as city tour etc.
It can be said that additional services within an event or conference has a great importance to
meet the demand of customers and to add value effectively. Such kind of additional facilities
provided above will help management to create a positive and effective impact on customers
and participants mind. They will understand the importance of event organised by
organisation as these services has a huge impact on their thinking (Jagtap, Yadav and Kadam,
2016). Additional services help to enhance the effectiveness of event so that people can enjoy
8

the activities involved in event. In addition, it also helps to deliver satisfaction and value to
customers in order to achieve the event goal and purpose efficiently.
D2
It can be justified from the choice of designing layout for the event that the choices have a
great impact on clients in terms of their expectations and thinking. While designing the layout
to set up the event, most of things are considered by management as per the requirements and
needs of clients. It is crucial for the management to consider such things in order to exceed
the expectations of clients in order to deliver the purpose of event in front of them. This not
only helps in creating a great impression on their mind but also helps to provide them
information regarding considerations made by management according to client’s expectations
effectively.
9

TASK 3
P5, Exploring management roles with reference to current job opportunities in event sector
Management plays a crucial role in event industry that they are responsible for planning and
organising business, promotional and social events as per the requirement of organisation. in
this the major ole of them is to manage several events and ensure that the purpose of event is
provided and target audience is engaged effectively. It can be said that events have a major
importance in organisation success (WHITE, 2018). Management organise seminars,
conferences, exhibitions and parties for he clients and employees. In this regards, the major
roles and responsibilities of management within event sector are provided below;
 Management liaise with consumers in order to determine their needs.
 Prepare detailed event proposal in terms of venues, timelines, obligations, suppliers,
budget and staffing.
 Negotiate the price and hire suitable contractors, venues and suppliers for the event.
 Coordinate and manage event logistics and suppliers such as catering, venue and
travel.
 Handle queries and coordinate with suppliers to troubleshoot issues on the event day.
 Manage staff and team to provide full briefings.
 Organise additional facilities such as traffic control, parking, security and safety,
media and hospitality.
 Ensure that legal, insurance and safety obligations are maintained.
 After completion of event, management ensures to clean and clear venue.
 Provide research opportunities for new customers and event.
 Prepare evaluation of the post event to inform future meetings and events.
In order to manage these roles and responsibilities, management requires some effective
skills such as business, negotiation, time-management, interpersonal and communication
skills in order to look for the best price from suppliers, contractors and venues. In addition,
experience towards managing project, problem solving skills and diplomacy is also required.
In order to promote event, it is important to have marketing skills and ability to control the
budget plan (Abdallah, Gehin and Bouamama, 2018). Management must have IT skills and
administration in order to deliver self-motivation. In event sector, there are a lot of
opportunities available for the job such as program manager, program supervisor, executive
assistant, communication assistant, hotel sales manager, catering manager, restaurant
manager and event manager etc.
10