Managing Conferences and Events: A Comprehensive Report

This report, focusing on Dream Sales Machine Ltd, a conference and event management company, delves into the multifaceted world of event planning and execution. It begins by categorizing different types of events, including corporate events like seminars and conferences, and social events such as parties and galas, illustrating their distinctions with examples. The report then explores current trends influencing the event sector, such as human-centered technology and personalization, and their impact on event design. Further, it examines the additional services essential for client satisfaction, from smart boards to audiovisual tech. The core of the report involves the elements required for organizing an event, emphasizing factors like attendee numbers, space availability, and health and safety. It also identifies and explains various management roles within the event industry, including customer experience managers and digital analytics managers. Finally, the report outlines the measures necessary for ensuring a secure and safe event environment for both staff and guests, making it a comprehensive guide to the critical aspects of event management.

UNIT 7: MANAGING
CONFERENCES AND
EVENTS

Table of Contents
INTRODUCTION.......................................................................................................................................3
LO1.............................................................................................................................................................3
Explanation of different dimensions and categories of events by using examples for illustrating their
differences...............................................................................................................................................3
Current trends and features which are influencing events sector by using examples from various
categories of events.................................................................................................................................5
LO2.............................................................................................................................................................6
Additional services available in event or conference environment and its importance in order to provide
and meet specific requirements of the clients..........................................................................................6
Develop and evaluate the elements required while organizing an event or conference in order to meet
specific requirements of the client...........................................................................................................6
LO3.............................................................................................................................................................8
Identify and explain the various management roles within the event industry.........................................8
Identify and evaluate the different management skills and personal traits required by an event industry 9
LO4...........................................................................................................................................................10
Explain and specify the appropriate measures that is required for providing secure and safe event venue
and safe environment for guests and staff..............................................................................................10
CONCLUSION.........................................................................................................................................12
REFERENCES..........................................................................................................................................13

INTRODUCTION
Conference and event management refers as managing a formal event which usually
takes place for several days or on annual basis. The Assignment is based on Dream Sales
Machine Ltd. The company is founded on 16 May 2018. It is the conference and event
management company. The firm is located at 16, Park Crescent, Twickenham, London in UK.
The report will examine various category and scope of events through using examples. It will use
exact examples from the various categories of events in order to discuss about the current trends
and features which are impacting the event sector. Furthermore, the study will design the layout
of event for correctly setting up conference and event room in order to meet specific client
requirements. It will explore various management roles in context to job opportunities present in
event industry. Lastly, it will review management skills and personal attributes that are essential
for working in events industry and to met needs and expectations of stakeholders.
LO1
Explanation of different dimensions and categories of events by using examples for illustrating
their differences
Types of corporate events is as follows -
Corporate event refer as an activity which is organized by companies or businesses, it is
intended for clients, charity, stakeholders, employees and the public (The Different Types of
Events, 2019). The audience depends upon the aim of the event. Corporate events held on
quarterly or yearly basis. Various types of corporate events is as follows -
 Seminar - This is organized for a target audience by keeping in the mind to that it will
give relevant information to them. Seminar can organized in company's headquarters.
This is generally organized for small number or audience and only small number of
speakers addresses them.
 Conferences - This is much more complicated event. In this many speakers comes and
address the large number of audience, this is done on more than one venue. The aim of
conference is to encourage conversations and it also offers people a platform in which

they can share their experiences and expertise. It usually began with a session of keynote
before moving ahead for the interview.
 Workshops - This helps to build the connectivity between the employers and employees.
It is organized so that employees are able to brainstorm ideas in order to target the
audience for better understanding of the products. Workshop can be said as huge
classroom that put emphasis on learning.
 Trade Shows - Trade shows are organized by the companies for attracting the large
number of the people towards their products (Bergema, 2018). In trade shows the
companies shows their latest product and services in order to introduce their brand among
the general public. These shows present an opportunity for the firms to increase their
sales.
Social Events is the get together of the people that is away from the business and from
workplace environment. Social events are done for personal interests. Various social events are
described below -
 Reunions - This is the get-together event with the old family members or classmates
(Everett, 2016). Reunions are the personal occasionally. In these type events there is
arrangement of DJ, food, everyone is dancing in such type of event. A slideshow is being
presented of the old memories.
 Parties - This is organized for the fun sake of the people. Parties are done for someone
birthday's anniversaries or for achievement. Even these can be done without any specific
reason. For example, Dream Sales Machine Ltd arranges a theme party and does effective
decorating for the party purpose. They also make proper arrangement for the catering
services. The creative idea for the themed parties can be anything such as Superheroes,
Alice in Wonderland, retro etc.
 Galas - This kind of social event has an aim to raise money for the nonprofit organization
or charity. Attendees can be encouraged through giving them generously via auction,
competition and raffle. This helps to increase proceeds through ticket sales.

Current trends and features which are influencing events sector by using examples from various
categories of events
Event industry major trends and features is as follows -
Human centered tech - Artificial intelligence, automation, robotics and augmented reality.
These are the innovation which is emerged in event industry (Major Trends in Event Industry,
2019). This is creating opportunities for the event industry. Through using various technologies
the efficiency of Dream Sales Machine Ltd will increase.
Giving new meaning to go live - In today's world the online entertainment is also in trend. Thus,
the live events are continued to grow and drive the attendees. This can be seen that many trade
shows and conferences are transitioned to live activation strategy. In upcoming days the live
events will be popular more.
Evolving personalization - This help to attract the attendees because of the personalized decor
and things has been set up. In this attendees are attracted of certain backgrounds and profiles; it
is all about branding (Gordin, Elkanova and Borovskaya, 2018). The arrangement is done as per
the theme of the client and more personalized data is gathered to fulfill their needs and wants.
Ethics and trust in the data economy - It is important consideration for the growth of the event
industry. As the data get co modified and value gets increased. This defines how the customer
personal data is being used. The customers are asking more privacy invasion. More protection is
to be give to the clients by the event organizers.
Casual Networking Spaces - It is important for the company to allow the organic networking
that can be taken place in the event venue. The company needs to create casual networking
spaces throughout their venue that allows the attendees to flock towards the places like bar,
cafeteria etc. The event should accept positive light. Dreams Sales Machine Ltd can also arrange
on sight learning classes during the events.

LO2
Additional services available in event or conference environment and its importance in order to
provide and meet specific requirements of the clients
Additional services available in conference and events is explained as follows -
 Smart Board – Dream Sales Machine Ltd should insure that room should install with
projection and white board screen that have feature of multi touch and mouse hover
functionality (Cooke, Stratton and Conroy, Twilio Inc, 2016). This functionality can be
helpful to make the conference more interesting.
 Wi-Fi – It is one of the necessary equipment of the conference without the internet
facility the conference will not be completed. The internet speed should be high so that
multiple users or people can work alongside during the conference or meeting.
 Audio Equipment – Conference hall should be surrounding by the sound speaker and
microphone etc. The quality of audio should be good so that it can be heard easily by all
attendees during conference.
 Video Conferencing System – It might possible that during conference meeting the
attendees and clients may feel to make international calls. Thus, it is important that
conference room should have a video conferencing system so that conversation can be
done with the online person.
 Food and Beverage – It is essential to offer food and drinks in between the conference,
by these clients feels relaxed and fulfill (Jepson and Clarke, 2016). Dream Sales Machine
Ltd should arrange refreshments, snacks and meals during the breaks of the conference
and events. Special dietary requests can be addressed such as vegan and gluten free.
 Audiovisual Tech – The Audiovisual effects will make power point presentation more
interesting. It should be asked earlier to the client what they need for accommodating the
power point presentation. They might need microphones, screens, projectors and special
lighting. This will be helpful for making conference more effective.
Develop and evaluate the elements required while organizing an event or conference in order to
meet specific requirements of the client
The chosen living room layout should be very good - When deciding on a good room layout
and layout there are a few things to consider.

 Number of attendees - The number of participants will have a significant impact on the
final design chosen by Dream Sales Company. Some options may not work with the
numbers you left as you want to make sure everyone can get a seat and can be placed
inside the room.
 Available space - The size of the room will also determine whether or not a setting can
be set (Kleiner and Klug, 2019). The site will often be guided by key and hopefully even
planning programs and knowing the different setup of the dream vending machine.
 Company priorities - What are the objectives of your event, or about this room / event
item. In each case think about whether it is all about learning from the speaker or
communicating with others present or just getting into a quiet place.
 Availability of resources - What local help and event do you need to consider, for
example where to eat meals and snacks? Do you expect any lines to be drawn and if so,
how can people best understand? People will eat and need to sit anywhere with a finger
or fork buffet designed to encourage mixing.
 Decorating and Furniture - Talk to your local manager at Dream Sales to find out if
they can choose furniture that is available and installed within your rental space or if you
want to rent a variety of options depending on chairs, tables, rental linen and sofa as
renting costs may increase soon.
 Tasks - If you have planned activities at any time during your event, you will need to
look at available space and layout (Vendrow, RingCentral Inc, 2016). Make sure that the
speakers at the Dream sales company are well summed up so that they can be well
prepared and as changing the layout of the room is not an easy task and should usually be
avoided within your event hours unless you have a lot of time, staff and storage facilities
available to ensure no disruption.
 Health and Safety - The most important factor is adhering to health and safety
guidelines to ensure that the design of the room is safe and that the area can be moved
quickly in the event of an emergency.

LO3
Identify and explain the various management roles within the event industry.
There are various roles within the event industry. Some of them are as follows -
 Digital Analytics Manager - Jobs and skills in digital analytics are growing and the
event industry is starting to become more aware. The information we can analyze and
collect on digital resources is not limited to Dream sales and can lead to better
productivity and revenue, and help us provide better experience and processes for the
event.
 Customer Experience Manager - Customer service should be good at the forefront of
each event (Hagemann-Wilholt, 2019). We take into account the needs of those we visit
to make them happy and give them a good experience in the hope that they will return to
future events, or resume our services in organizing their event. To make customer service
more focused many companies such as Dream Sales Machine Company employ
employees who are directly committed to providing quality service.
 Event Safety Manager - Safety and security is in the minds of all event planners and has
been a top priority for every event. The event safety manager participates in ensuring that
all guests, staff and volunteers are safe during the event and are protected from potential
threats.
 Event Strength Coordinator - More and more events commit to green and reduce the
environmental impact of their event. By hiring a strong event promoter at Dream Sales
your event will have someone dedicated to finding and making efforts to make your event
a natural conscience and deliver your CSR responsibilities.
 Event Reporter - In today's world everyone has the power to report live from your event
through social media. Some online activencer now make a living by going to events and
blogging, reporting and interacting with people in the community. Having an online
audience is a big key to this role, but it is actually an opportunity that arises for anyone
who is well connected to the online space.
 Creative Director - Major events require investing in complex staff and many teams
seek creative direction to plan their event and integrate everything in an integrated
manner (Agrawal, Motorola Mobility 2017). The creative director at Dream Sales

Machine Ltd can provide solutions to help bring the event to life. They can create internal
engagement campaigns, improve event placement, and focus on live events and shows, as
well as video, digital, print and content marketing.
Identify and evaluate the different management skills and personal traits required by an event
industry
Personal traits required in the event industry -
 Passion - With all the pressure of work, you have to really love what you do. True love
helps to overcome roadblocks and stay cool when everything seems lost (Bader-Natal,
Tilley and Nelson, Minerva Project, Inc., 2017). In Dream Sales Machine Company it
also leads to a breakdown of creativity and motivation to create something good instead
of just trying all day. Things like time management can be learned, but you can’t teach
enthusiasm, and you’ll need to be successful.
 Calm under pressure - Your team will look to you for answers on almost everything. In
times of stress, the last thing they need is an unscrupulous leader who makes bad
decisions that are harmful to Dream Sales company because it cracks under pressure.
Successful event managers always have their heads cut off and continue to treat everyone
with respect, no matter what. Try to stay cool, calm, and collected when working with
other people, even if you have a lot of nerves inside.
 Decisive - Event managers need to be able to make several decisions at once and make
them quickly. And, perhaps most importantly, they need to be able to see if it is too late
to change those decisions - and they are determined to be independent.
Management skills required in the event industry -
 Communication skills - Clear, strong, and kind communication sets you up as a team
leader, keeps everyone tracking, and ensures that the objectives of the event are clear to
everyone involved. It also allows you to share your vision and make others happy about
it, too. Communicate respectfully to everyone and without putting anyone down in the
Dream Sales Company.
 Problem Solving Skills - Whether you are tracking a faulty tape or re-arranging keyword
presentation at the last minute, you should have the best performance you have. No

matter how well you plan, something will go wrong for you. And it will be much easier
to deal with if you enjoy finding creative solutions to emerging challenges.
 Time management skills - This is the process of planning and spending time spent on
specific tasks, especially to increase efficiency, efficiency and productivity at Dream
Sales Machine Ltd. It includes an amazing act of diversity of personal needs related to
work, social life, family, hobbies, personal interests and commitment over time.
LO4
Explain and specify the appropriate measures that is required for providing secure and safe event
venue and safe environment for guests and staff
Safe environment for the guests – Dream Sales Machine Ltd pays attention over the security at
the events. There security covers the case of an injury to guest, crowd control, and damage for
property, unexpected situations and troublesome guests. The company does proper fencing and
setup barricades so that no unknown person can enter into the events or conferences. The
company pays attention while selling tickets in the specific events. They make sure that no
suspicious guests could enter into the event venue. It is also necessary to pay attention on those
who are purchasing tickets in bulk they might be an event protester. Skill staff is needed for
managing and controlling the staff. The VIP seats are reserved separately from the other guests
so that VIP guests don’t suffer from any type of security issues. The company also considers the
cyber threats they keep remain their Wi-Fi password protected and only share with the limited
people who are present in conference or event. The company also creates security checkpoints
for providing additional safety to the guests. Every guest I'd is match with their registration
information so that no unwanted guest could enter into the event.
Safe Environment for the working staff – Proper screening of the staff is being done so that no
security risk is can come from the inside of the event. The staff needs to remain in constant
communication. This will help to ensure the safety of the staff as well as guests. Each staff
member has a walkie-talkie in Dream Sales Machine Ltd. They also arrange safety equipments
such as helmets, hand gloves, fire extinguisher for the safety of the working staff (Hawkins and
Bonney, 2019). While setting up for the event and conference it is crucial that employees and
workers remain safe. Venue of the event is also choosing in secure and safe environment which

doesn't risk the life of event staff. Trained security professionals are also hired from outside so
that event safety and security can be insured.

CONCLUSION
It has been concluded from the report that in conference people are gathered who have
common interest and it is typically organized for political or business purpose. It has been
summarized that various trends such as human centered tech, evolving personalization, casual
networking spaces, etc are driving the business of Dream Sales Machine Ltd. There are
numerous elements required in organizing an event, in order to meet essential requirement of the
client. There are various factors such as number of attendees, availability of resources, safety and
priorities of the firm. It has been determined that there are different roles within the event
industry such as digital analytics manager, customer experience manager, manager of event
security and creative director etc. In the event industry there are two major set of skills required
for organizing successful event. The first one is personal skills which includes characteristics
such as passion and decisiveness etc. Second set is of management skills such as time
management skill, communication skill and problem solving skill etc. It has been analyzed that
various measures is taken in Dream Sales Machine Ltd in order to ensure the security and safety
of working staff and guests.

REFERENCES
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Online
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group.com/news-and-insights/news/global/7-major-trends-in-the-event-industry-for-
2020>
The Different Types of Events, 2019. [Online]. Available through:<
https://www.eventbrite.co.uk/blog/the-different-types-of-events-ds00/ >