ExCeL London: Evaluating Strategic Roles and Best Practices in Events

This report analyzes the strategic role of ExCeL London as an event venue and its relationship with hospitality providers. It evaluates the importance of promotion and marketing, communication, and timeline management for event venues. The report also examines the roles of hospitality provid...Read More

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INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
1. Evaluate the strategic role which played by the event venue or hospitality provider of
ExCeL at the time of delivering any event..................................................................................1
2. Identify the one good practice that should be present between ExCeL and its hospitality
provider........................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Hospitality can be considered as an important element to the enhancement of the consistency
of the encounter of event attendees. The two key aims of implementing additional of the
attendees are to enable the participant to advertise the event in the neighbourhood through word
of mouth and regularly visit to event. This report is based on ExCel London which is UK based
company offer venue services (ExCeL London, 2019). This assessment covers several topics
such as strategic role of event venue or hospitality providers and the best practice which they
required to adopt for functioning in well manner.
MAIN BODY
1. Evaluate the strategic role which played by the event venue or hospitality provider of ExCeL
at the time of delivering any event
Event venues are the places where activities take place. In basic words, an event site is
the place where an event is held. Hospitality is the standard or attitude of warm, polite, respectful
greeting and care of visitors or strangers. Hospitality is very closely linked to customer
satisfaction, as the delivery of outstanding customer support is something which is demanded by
those working in the hospitality sector. There are several roles which played by them to achieve
maximum outcomes. Some of the roles of event venues or hospitality providers are as follow:
Event Venue Roles:
 Promotion and marketing: It is one of the essential roles which played by the event
venue because before conducting any event, organizers have to promote and done
effective marketing regarding venue, so the audient get aware about the event and event
venue. As it comes to promoting local buzz, a press event at the location would offer an
forum for local news media, sponsors, and vendors to learn everything about the
business, consultants, and representatives the event can bring to the area. Local fans want
to hear that Nike have decided to done daytime event at ExCel London their community
(Wood, 2015). It helps audience to feel more involved with the event. It is an opportunity
for the organization to use social media to promote their event venue to make people
aware about it.
 Communicate and maintain timeline: It is the major role which has to play for the
successful event. Event Management Company Such As ExCel offers the opportunity to
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Nike to conduct daytime event. It required regular communication between host and
audience to make such event successful. Event organizers have to regularly communicate
with others who engage with this event and formulate proper strategy to complete their
task before deadline. Time management is essential to maintain work timeline and
monitor the entire work as well. ExCel London has to communicate with their audience
regarding event venue, so they can reach easily without facing any challenges.
Hospitality Provider Role:
 Recruit, organise, train, lead and motivate the catering team: While conducting any
event, it essential to perform as per the requirement. Such as hospitality providers have to
recruit new staff if they required. In addition, at the time of hiring they need to ensure
that individual should have requires skills and competencies which help in delivering
successful event (Nolan, 2018). Along with this, hiring skilled staff in not enough to
achieve their goals, managers should provide training to enhance their existing
employees, motivate them and trained them to become effective team who perform task
effectively. Catering team should develop as per the requirement of the event. Role of
catering team has to assist the task of helping out from the kitchen and being liable for
sanitation and cleanliness in food processing zones. Catering team also conduct simple
food preparing activities, such as cleaning and flaking fruit.
 Ensure health standards and safety regulations: Health and safety is of utmost
importance role which hospitality providers have to play. Such as hotels, pubs, cafes, and
catering companies must follow stringent occupational standards and daily health and
safety and sanitation inspections. Intensive examination must be done not just to conform
to the rules of health and safety regulation and HACCP but also to guarantee the welfare
of both workers and customers. Cross contamination is among the most common signs of
food poisoning, the Food Safety Authority (FSA) reports. It occurs when unhealthy
bacteria from many other foods, soils, hands or appliances are spread out on food! Raw
meat and fish, including chickens, are more likely than most other foods to produce
dangerous bacteria.
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2. Identify the one good practice that should be present between ExCeL and its hospitality
provider
Customer service is among the best practice which ExCel London should practice to make
their event successful. Customers are perceived the hospitality sector’s backbone and are a very
powerful measurement device for performance (Mullins and Dossor, 2013). That's why this is
essential for event planner to handle them through giving highest importance by time, by
listening, knowing what they want and what they don't like and also letting them know their
opinion is being heard. Word of mouth is a strong weapon for winning or destroying the career,
anything they know should before you launch your catering company. Talk with many people is
going to be affected by those who have already had a great experience with the company. While
positive feedback is spreading rapidly, so are the negative views. The general rule is to insure
that consumer needs are fulfilled or surpassed in order for organization to boom strong in the
market. And note about almost as many people are sharing their negative memories as do their
positive experiences. Event venue and hospitality provider need to focus on improving their
customer services that is best practice which helps in making any event successful.
CONCLUSION
From the above discussion, it is observed that venue planning is very crucial where
managers have to play essential role through promoting or marketing the place of event. Also
communicate with the partners, audience, local media etc. who helps in making event successful
through sharing relavent information or maintain deadline for the event. In addition, hospitality
providers offer catering services where they have to follow health & safety standards along with
hire skilled people provide them training and motivate to achieve their goals & objectives. It is
further helps in contributing in the successful event.
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REFERENCES
Books & Journals
Mullins & Dossor (2013). Hospitality Management and Organisational Behaviour. 5th edition.
Harlow. Pearson
Nolan (2018). Working with Venues for Events: A Practical Guide. Oxon. Routledge
Wood (2015). Key concepts in Hospitality Management. London. Sage Publications.
Online
ExCeL London (2019). Venue Services. [Online]. 2019. Available Through:
<https://www.excel.london/organiser/venueservices/hospitality [Accessed 24 August
2019>
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