BTEC HND: Managing Conference and Events Report for Holiday Inn

This report examines the multifaceted aspects of conference and event management, using Holiday Inn as a case study. It explores diverse event categories (weddings, meetings, product launches), dimensions (live vs. virtual, multi vs. single), and current industry trends, such as the impact of digital technology and increasing safety requirements. The report delves into event layout design, emphasizing the importance of room size, daily package rates, guest numbers, and client requirements. It also highlights additional services like Wi-Fi, conference calling, and catering, along with the significance of catering to special needs. Furthermore, the report outlines various management roles within the event industry, including the event manager, and reviews the required management skills and personal attributes, and the importance of event safety and security measures. The report concludes by emphasizing the dynamic nature of the hospitality industry and the growing opportunities in the conference and event sector.

Managing
Conference and
Events

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Examine the different categories and dimensions of events, using specific examples to
illustrate the differences.........................................................................................................3
P2 Using specific examples of different categories of events, discuss the features and current
trends influencing the events sector.......................................................................................4
TASK 2............................................................................................................................................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..........6
TASK 3............................................................................................................................................7
P5 Explore the different management roles within the event industry, with reference to current
job opportunities in the sector................................................................................................7
P6 Review the management skills and personal attributes required to work within the events
industry and meet stakeholder needs and expectations..........................................................8
TASK 4............................................................................................................................................9
P7 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.9
CONCLUSION..............................................................................................................................10
REFRENCES.................................................................................................................................11

INTRODUCTION
In hospitality industry conference and event sector is growing day by day. This wills also
developing number of opportunities for peoples who want to make their career in respective
sector. Managing conference and event refers to the process in which firm operating in this
industry will conduct various practices in order to make event as well as conference effective
according to their potential client (Bladen and et. al., 2012). Organization selected for this
assignment is Holiday Inn which is a founded by Kemmons Wilson in the year 1952. Its
headquarter is located at Buckinghamshire, United Kingdom. Respective hotel is operating in
hotel industry and they serve their services at various locations such as America, Africa, Middle
East, Asia Pacific and Europe. Topics which are going to discuss in this report are different types
of event with the respective sector and it will also include professional standard required for
conference and event room set ups. Along with this it will also describe about the management
skills which are required to work in event industry and this will also include measures required to
conduct management of a secure and safe event for their client as well as guest.
TASK 1
P1 Examine the different categories and dimensions of events, using specific examples to
illustrate the differences.
In event and conference industry there are various categories and dimension which are based on
the type of event, from which some major are given below which are conducted by Holiday Inn:-
 Wedding: This event is generally conducted by a very huge level in which number of
peoples comes in order to enjoy the eve. The respective ceremony includes various
functions in it.
 Meeting: It is an event in which meeting or interaction is conducted between two or
more person on a certain topic (Boje, 2014). This can be divided into two types such as
formal meeting as well as informal meeting. This event didn't required huge space as
compare to wedding event.
 Product launch: It is consider as event in which Holiday Inn conduct its product or
service launch event where they introduce their product as well as its features. Here
numbers of audiences are depending upon the size of event and company budget.

 Promotional event: This is considering as event in which Holiday Inn will conduct
promotional event of the product, service, audio, music, movie and so on. This type of
event is generally conducted by the huge level.
 Award ceremonies: It is define as an event in which respective company will organize
award ceremonies for their client or company. Here generally prize or award distribution
will be done.
Along with this there are also different dimensions of the event which are consider in
event industry, some are mentioned below in the perspective of Holiday Inn:-
 Live versus virtual event: The event can be conducted in two types i.e. live in which
whole event is conducted in front of audiences such as musical event and so on (Boyer
and et. al., 2012). On the other hand next event dimension is virtual event which include
interaction among the peoples by sharing similar kind of virtual environment such as
web.
 Multi versus single event: This will define as event program which include more than
one event such as huge carnival include food, game and so on. Another dimension is
single event which involve one event in it such as book launch.
These are some of the major type as well as dimensions of the event which are conducted
by Holiday Inn according to their customer or client demand as well as requirement.
P2 Using specific examples of different categories of events, discuss the features and current
trends influencing the events sector.
There are various type of events conducted around the world and all the events have its specific
feature which make them different as well as current or latest trends of these events are also
differ, some major are given below which are conducted by Holiday Inn:-
 Wedding: It is define as function in which two people get engaged with each other for
rest of their life. This is generally a huge function and their clients are families, they have
all age group guest and they generally select location which is big and beautiful. Budget
of this event is also huge and it may conduce for 2 to 3 days. For conducting this event
currently peoples are using event application in order to select location, design, dress and
so on (Chen and et. al., 2012). In this type of event safety of person as well as their
belongings is major issues for Event Company.

 Carnivals or fair: It is define as event which is also conducted at huge level and it will
include number of small events in it such as games, food and drink stalls, decorative idea
stall and so on. Client of this event are all age group peoples generally those who are
children as well as they also have huge budget to conduct it. Duration of time event will
be depending on the organizer. Current trends which are considered in respective event
are new technology products, attractive decoration, and enjoyable items and so on.
 Corporate Conference: This is considering as event in which two or more corporate
come together and conducts meeting or conference. This is done at medium or small level
and for this not huge budget will be required as compare to wedding or fair (Cooke,
Stratton and Conroy, 2016). This will be conducted for 2 to 7 days but it is not done more
in more than 7 to 10 hours. Its budget is also not huge. The current trends which are
consider in this are conference topics, technology used, ambiance and many more.
These are main events which are organized by Holiday Inn by consider their features as
well as current trends. This is so because it will help respective hotel to conduct their function in
effective and successful manner.
TASK 2
P3 Design an event layout to correctly set up a conference or event room to meet specific client
brief requirement.
In order to conduct conference or event in effective manner an event company need to
consider various factors from planning to the end of the event. In respect of Holiday Inn they
also need to consider various factors, from which some are given below:-
 Layout of the room: It is one of the major factors which must be considered by a
respective hotel while conducting or organizing event or conference. This is so because if
management select small room for huge number of guest then it will be suffocating for all
the peoples (Fried, 2015). So it is necessary for them to decide proper size as well as
shape of room according to the guest ratio which must be not too small or large.
 Daily package rate: Rate of event package will be highly impact on the client decision
so it is necessary for the respective hotel management to consider it in effective manner
which help in retaining staffs. Along with this respective hotel management may also

develop package of event or conference according to the budget of the client. This will
help in attracting customers as well as satisfying their requirement effectively.
 Number of guest: This is essential for an event company to always consider the number
of guest who will attend the event because it will help them in designing plans or
strategies more appropriately (Jain and et. al., 2012). In respect of respective hotel by
considering respective factor they able to develop proper decision related to room, food
and beverage quantity, seating arrangement and many more.
 Requirement of client: This is essential for a hotel to always consider requirement, need
and expectation of the client because they are paying for it and it is their right to make
things done according to them. In respect of Holiday Inn, their management first conduct
proper meeting with their client which help them in knowing their requirement and need
then according they plan the event.
These are the main factors which are consider by a Holiday Inn while developing strategies
related to the conference or any other event.
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.
During the event or conference there are number of addition services which are gain by a
client or audiences (Lavell and et. al., 2012). By providing additional services Event Company
able to fulfil need and requirement of their potential clients. Some of the major additional
services which are provided by Holiday Inn are given below:-
 Wi Fi service: This is one of the main factor which is provided by each and every event
company. It is so because in today’s time it essential for everyone. In respect of Holiday
Inn they conduct various events such as conference, wedding, awards function and many
more and for all this available of internet facility is essential.
 Conference calling facilities: This is essential for formal event like company meeting or
conference where member need to conduct conference calling. In respect of Holiday Inn
they organize conference or business meeting so they need to provide facility of
conference call so that meeting will be conduct properly.
 Catering service: It is effective as well as essential services which are provided by Event
Company during the event. According to which they offer variety of food and drink to

guest so that they can enjoy the function in effective manner without feeling hungry and
thirsty.
 Special service for children and disables: According to this addition facility it is
essential for Event Company to provide addition and special services for the children, old
age peoples and disable (Mair and Whitford, 2013). So that they can also enjoy the event
in effective manner. In respect of Holiday Inn they are must offer special service or
facility for children, disables or old age people which help them in enjoying event in
proper as well as successful way.
These are some of the major additional factors which are considered by Holiday Inn while
conducting conference or event at their premises or ambiance.
TASK 3
P5 Explore the different management roles within the event industry, with reference to current
job opportunities in the sector.
In hospitality industry or event industry there are various job roles which help the company
in attaining their desire goal as well as objective. There role or job profiles are interconnected
with each as well as they also conduct work co-ordinately for they all achieve their objective by
accomplishing work effectively. From which some major roles present in Holiday Inn are given
below:-
 Event Manager: This job role is representing that person who conducts various works in
order to make event successful at the given or decided time. Activities conducted by
respective person at Holiday Inn are event planning, identifying resource, arranging
material or resource, directing team members and many more (Missaoui and et. al.,
2014). Along with this they also conduct meeting with the clients in order to understand
their requirement regarding the event then accordingly manager conduct planning. Event
manager of respective hotel will also book venue and develop schedule according to
client requirement.
 Marketing Head: The main function of marketing department related person is to those
activities which make their activities, event, products or service famous and for these
they promotional as well as advertising activities with different medium. For example
social media, print media, digital media, e mailing and many more. Marketing head at

Holiday Inn conduct all these activities in order to attract more and more clients or guest
and make event successful.
These are some of the major job roles which are present in Holiday Inn, through which
they able to attain their goal as well as objective in effective manner. Along with this these
all department conduct works with proper coordination so that they can attain goal as well as
target more effectively.
P6 Review the management skills and personal attributes required to work within the events
industry and meet stakeholder needs and expectations.
There are various management skills and personal attributes are required for working in the
event and conference industry as well as those skills are also necessary for meeting stakeholder
expectation(Parent, 2013). From those skills and attributes some major skills and attributes
which are consider by Holiday Inn management are explain below:-
Management Skills-
 Problem solving skills: It is one of the major risks which are required to work in
hospitality or event industry because there are number of situation arises related to
respective issues. So by this skills respective hotel staffs can deal with conflict or any
other problem related situation in effective manner. It will also help them in overcoming
or handling each and every situation in effective manner.
 Fast thinking Skills: It refers to skill according to which it is essential to have fast
thinking skill among the staffs who are working in event industry because sometime they
have to take decision spontaneously. So if they didn’t have respective skill then they may
face issues like conflict, delay in work, improper work and so on.
Personal Attributes-
 Personal attitude: For conducting work or developing career in event industry this
attribute is necessary and this will include several factors like personality, communication
skills, representing style and so on (Reding and et. al., 2013). This is essential because
they have to communicate with others all the time and proper personality will help them
in attracting as well as convincing others.
 Professional conduct: This refers to the attribute according to which it is essential to
have professional skills in a person who want to continue their career n event industry
because through this attribute they able to interact others in effective manner. Along with

this, it will also lead to accomplishment of task or work in effective manner which help in
attaining goal as well as objective effectively.
These are some of the major skills and attributes which are consider by Holiday Inn
management while hiring any person for a particular job role. This is so because through it they
able to hire right person for the right job.
TASK 4
P7 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.
There are various measure which are consider by a company in order to provide secure and
safety venue for clients, safe environment to guest and staff, from which some major are
mentioned below which can be adopted by Holiday Inn for conducting appropriate event and
conference:-
Providing a secure and safe venue:
 Conducting Risk Management- In respect of Holiday Inn they must consider all the
factors which may risk during the event or conference such as crowed guest, unsafe food
and so on (Rogers and Davidson, 2015). In this respect respective hotel must consider
health and safety, fire safety, food safety, room capacity, storage and many others in
order to ensure secure and safe venue.
 Ensuring emergency services- During the event there will be chance that any miss
happening may arise due to which event get spoiled so in order to avoid this type of cases
respective hotel may ensure all the emergency services such as first aid, fire safety, water
tank availability and so on.
Providing a secure and safe environment for guests:
 Security and crowd Management- In order to ensure safety of guest respective hotel
may ensure security as well as crow management according to which they may register
the entire guest by their ID proof (Thamhain, 2013). Along with this they may also install
security scanning machine in order to insure safety of guests at event.
 Ready for conflict resolution- During the event there will be chance that conflict may
arise so that it is responsibility of Holiday Inn to conduct proper management of staffs so

that they can resolve conflict at the initial stage. Through this they able to avoid some
major issues or problem.
Secure and safe environment for staff:
 Consider all legal factors- It is one of the major factors which must be consider by
respective hotel for ensuring security and safety of employees. In this they may adopt
different legal rules and regulations such as Data protection Act, Employment Act and so
on.
 Provide training and development- Respective hotel may also provide training and
development session to their staffs so that they can know how to conduct work in safety
and secure manner as well as avoiding issues (Tran and et. al., 2012). This will also lead
to conducting of quality job and at proper time.
These are some of major practices or measures which are essential to consider by Holiday
Inn for conducting event and conference in proper as well as successful manner.
CONCLUSION
By above mentioned topics it can be analyse that in today’s time event and conference sector
is growing which lead to various benefits such as provide job opportunities, improve economy,
standard of living and many others. In event industry there number of functions conducted such
as weddings, meetings, promotional event, award ceremonies, product launch and so on. There
are also various categories of exhibitions like carnivals, trade show and art fair as well as their is
also variety of festivals religious, foods and drinks, sports, music and so on. There are also
various factors which are consider by a event and conference organizer such as shape of room,
temperature, package, audio requirement and so on. In addition to this for conducting all these
activities a person required several skills so that they can manage responsibilities in effective
manner. Some of the skills are planning, coordinating, creativity, interpersonal skills and many
more. During an event and conference it is necessary to ensure safety and security of clients or
guest and for that firm can conduct practices like assessment, offer healthy food, and take care of
room capacity, fire safety and so on.

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