Managing Conferences and Events: A Report for the Hospitality Industry

This report examines the management of conferences and events, focusing on the Intercontinental Hotel as a case study. It begins with an introduction to the hospitality industry and the various sectors within it, highlighting the significance of event management. The report then delves into different categories and dimensions of events, such as private, corporate, and charity events, providing specific examples. It explores the features and current trends influencing the events sector, including the impact of technology and virtual events. The report also covers event layout design, including attendee numbers, space availability, decoration, and furniture. Furthermore, it discusses additional services within a conference or event environment and outlines different management roles and the required skills within the event industry. The report concludes with a discussion on providing a secure and safe event venue and environment for guests and staff.

Managing Conference
and Events

Table of Contents
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1 Different categories & dimensions of events, using specific examples to illustrate the differences. . .3
P2 Different categories of events, discuss the features & current trends influencing the events sector....5
TASK 2.......................................................................................................................................................6
P3 Design an event layout to correctly set up a conference or event room..............................................6
P4 additional services available within a conference or event environment............................................8
TASK 3.......................................................................................................................................................8
P5 Different management roles within the event industry.......................................................................8
P6 Management skills & personal attributes required to work within the events industry.......................9
TASK 4.....................................................................................................................................................10
P7 Appropriate measures required to provide a secure & safe event venue, a safe environment for
guests & safe environment for events staff............................................................................................10
CONCLUSION.........................................................................................................................................11
REFERENCES..........................................................................................................................................12

INTRODUCTION
Every industry is concerned about their managerial activities which can help full to
maintain every performance and operations in an appropriate manner. Hospitality industry is
connected with the service industry and regulates each and every task effectively. There are
various sectors are involved in hospitality industry such as service sector, accommodations
sector, restaurant, hotels, takeaways, fast food chains, leisure & outdoors catering, casinos and
industrial catering (Campisano and et. al.,2020). All these factors are connected with the
hospitality industry and perform their job for the service of the customers and clients. Hotels and
restaurants sector are more demanding sector in UK. Hotels operating various activities like
catering, events , conference , corporate meetings, business meetings, event management
activities, entertainment activities, wedding, anniversary, festive occasions , birthday party and
many more. This report is discussed about Intercontinental hotel activities which are related to
managing events and conferences. Intercontinental hotel is most popular luxurious hotel in
London which founded in 1946 and headquartered in Denham, UK. The main purpose of this
report is to discuss about different categories and dimensions of events, impact of current trends
on event, event layouts, additional services available with the conference and event environment
and various management role related to the event industry and management skills & personal
attributes are also discussed in this report.
TASK 1
P1 Different categories & dimensions of events, using specific examples to illustrate the
differences
There are various type of categories and dimensions of events which is considered by the
hotels and restaurants which play a prominent role in the hospitality industry. Some specific
events performed by the intercontinental hotel in an effective manner. Every event can be
classified on the basis of their size, scale, budget and specific purpose like wedding, birthday
party, corporate meetings, business meetings, conferences and many more. Intercontinental hotel
regulate specific categories and dimensions of events which are explained below-

 Private Events - Private events are basically organized why those individuals who want
some specific people and guest at their venue. Private events hold a specific list of guests
only those guests and members can be a part of that particular event. Private events are
not open for the all public. Private events conducted by the specific members and
institutions like businesses, companies, schools and manufacturers. These organizations
and institution book venue for specific types of occasions and events such as weddings,
wedding receptions, birthday party, and festive gatherings (Getz and Page, 20 19).
 Corporate Events - Corporate events can be used by businesses of all sizes to solicit
new business, create a corporate or brand image, and retain and build loyalty with
existing suppliers and customers. The main motive of corporate events is promoting
business activities and engages with the key members of the business like shareholders,
investors and partners. With the help of this event company can effectively promote and
launch their product and services so that we can get more attention in the society. Some
specific type of corporate events are such as business meetings, business dinners,
conferences, seminars, product launches, networking events, ensuring the team building
exercises (Koskinen, 2017).
 Charity Events - Charity events specially organized with a specific purpose to
accumulate and raise the funds from the people of society. There are various activities are
considered in charity events such as society balls, sports events, charitable auctions and
other events which are conducted for the welfare of the human being and society.
Development of events
In hospitality industry, new Innovation centered industry which give more value on the
convenient level of the people and try to provide them best services. On the basis of time, the
need of the people change and technologies are the one who influence directly the needs and
demand of the people so with the time all the events activities develop effectively. Before
decades, the purpose of events are not so big now the scenario is totally change, events are
organized for big motive for a specific purpose with the proper budget system. Hotels are
organizing various types of events with a specific time frame and budget and use high
technology in it (Küçükakça, 2018).

P2 Different categories of events, discuss the features & current trends influencing the
events sector
As per the above study it can be analysed that there are various categories and dimensions of
events such as private events, charity events and corporate events. Here, discuss about examples
of various categories of events which are given below -
 Wedding events - This is considered as the example of private event which organize
privately for the selected family members, friends, relatives and other invited members of
the society. This event stationary and personalized by nature which demonstrates the
lifestyle and living standard of the individuals. Wedding events mainly organized at
beautiful infrastructure and convenient venue where guest can easily go to attend. There
are various elements of wedding events such as invitation cards, incredible venue, event
management, transportation services for guest, incredible lightings and food and many
more which can help to make event more interesting (Mal and et. al., 2018). (Moreno and
et. al., 2018).
 Conferences - This is considered as the corporate event which also involve specific kind
of meetings related to the businesses and also so a specific discussions. Basically
organization conduct conferences at a hotel Venue for the specific purpose such as
interaction with the key participants of the businesses like investors, contractors,
suppliers, partners and those individuals who are a part of the business and also who are
interested to be a part of the business are invited to attend the conference. There are
various elements are involved in this corporate events that is conference such as relevant
content, engaging activities, effective planning, suitable venue etc.
 Sports event - This kind of event is example of charity events. In this event, specific
community of people can participate in this event and show their best participation.
Basically sports events allow the members to experience the success of the life. Sports
events are helpful to raise the funds for the charity so that they can provide their best
contribution in the development of the society (Nadda, Arnott and Sealy, 2020).
Current trends for events

Event trends are changing according to the time and it can provide directly impact on the
preference and priorities of the individuals. Requirement of the events are changing on the basis
of current trends which are depend on the need and requirement of the. As per the modern era,
technologies are taking wider place in the lifestyle of the individuals so that they are fully
dependent on the technologies and internet. On the basis of current trends in contacts of events,
live performances, live streaming, and many more personalized services are a potential and
prominent part of current trends of event (Pearlson, Saunders and Galletta, 2019). Due to the
uncertainty of corona pandemic, most of the companies and people become a part of virtual
events and effectively use virtual events in their regular operations such as business meetings,
online classes, and online training sessions. As per the current trends for events, the involvement
of advanced technologies is more like automation, artificial intelligence in various forms like
chat bots, face recognition is also utilized for event registration purpose. Hotels are using all
these type of current trends for the specific events and events management.
TASK 2
P3 Design an event layout to correctly set up a conference or event room
A conference or event considered as the formal event which take some days or a combination
of days to complete conference or event. Conference event basically conducted for a specific
purpose and motive. These events and conferences are conducted for annular purpose and
interested candidates are invited in this event (Popkova and Parakhina, 2018). Intercontinental
hotel is looking forward to conduct corporate seminar event and hotel is providing awareness
about this event to the new customer and other customer so that they can know about their
services that they are providing.

Figure 1, SEMINAR ROOM LAYOUTS, 2021
Requirements of the Clients for the corporate seminar event
There are various requirements of the clients in context of corporate seminar event which
Intercontinental hotel will going to conduct. The main purpose of this corporate event seminar is
to recover the losses which Dyson Company experienced due to covid 19 pandemic. In this event
all the key members of the company like shareholders, stakeholders, suppliers, investors,
partners and many more will be participate and share their ideas and view point in this seminar.
There are more than 150 attendees will attend the seminar. There are some specific requirements
of the Dyson Company like they need Wi-Fi, catering, beverage services during the corporate
seminar session. Company need proper maintenance and clean and hygiene environment so that
all the clients feel comfortable. Company want proper arrangements of the seats and furniture’s
keep some distance among the seats so that guests will prevent themselves from the pandemic
effect and keep maintain some distance.

Figure 2, MEETINGS & EVENTS, 2021
The design of the layout on the basis of this picture which can help to take more attention
of the participants and also keep some distance among them so that they can comfortable show
their contribution in the seminar and provide many ideas to boost the marketing of the company
after lockdown.
There are various activities are performed by hotel and design an event layout so that it will
make easy for the hotel to conduct a conference event successfully
 Attendee numbers - This is considered as the main activity of event layout, Hotel need
to make a record about attending numbers so that they can aware what number of people
invited for the event. Requirement of consider the attendee number is more than 150
because it is helpful for the management staff of the hotel to do some arrangements as per
the number of participants like arrange sufficient number of seats , set up conference
room for that particular attendee numbers, catering and many more activities. It is
responsibility of the event manager to provide comfortable environment to the attendee
and satisfy their expectations.
 Space availability - This activity is also involved in the event layout and it is necessary
for the event manager of the intercontinental hotel to take care about space availability so

that they can arrange conference room on the basis participants. Hotel cannot provide
sufficient conference room then and dissatisfaction level of the participants will increase
it is necessary to take care about all the arrangements properly for the event manager.
 Decoration & furniture - Decoration take most prominent place in the event layout and
it create the influential impact on the mind of the guests. Decoration is the central of
attraction of the event and intercontinental hotel mainly focused on their venue decor so
that they can attract the guests. Those people who are coming to attend the conference
they can feel comfortable. Event management manager need to take care about furniture
and focus on seat arrangements. Manager main concern is that guests will enjoy
decoration and comfortable furniture.
 Activities - In Event layout, activities are the one who are playing essential role to
connect the participation with the event. Intercontinental hotel conduct various activities
in their conference event so that people will enjoy conference. Event manager of the hotel
focus on that people entertainment so that they will not feel bore. Some specific activities
like mind games, puzzle game, musical activities are involved in this.
Design quality of layout to meeting the client expectation
As per the evaluation of event is conducted & in effective layout as the seating
arrangements is in a way that all the audience is being seated comfortably. The people can enjoy
the conference with the layout that is getting used. The entry is additionally been decorated with
different trendy style in order that people get attracted towards the event and have interaction
more efficiently (Snell, 2020). To satisfy the client expectation the layout is meant during a
manner that goals are set more specific with detail plan in order that all people get conscious of
layout. The layout is formed with honesty all the activities are through with maximum affords.
Choices of layout of conference event
For suitable venue and location where are all can easily come & attend the corporate
seminar event. The room is additionally sufficient for the guest that is invited for the event. As
guests needs a favorable environment so for this decoration is being done which individuals will
feel comfortable. The conference event is conduct in a way that resources can optimally use &
therefore the cost is additionally minimized.

P4 Additional services available within a conference or event environment
It is necessary for hotel to provide additional services in conferences or events so that it can
help full to improve their marketing and add more value in their business. There are various
additional services considered by the intercontinental hotel which are given below-
 Transportation services -Hotel is providing transportation services to their guest who is
coming in conference and events. For their conference event, company properly good
transportation services which can help full to provide positive impact on their hotel
reputation.
 Free Wi-Fi and internet services - This service is also available in the hotel which can
help to more satisfaction to their customers. With free Wi-Fi and internet services
customer can effectively do their own work because sometimes network create problems
so guest who are coming in the conference event can utilize this service access their own
working operations effectively.
 Technical support system - Hotel also providing additional services like technical
support system so that during the seminar if any problem can arise then technical support
system team Ken fix it properly (Soni, Singh and Reddy, 2018).
 Catering - Hotel additionally provide catering services including beverages and snacks
during the corporate seminar event so that people can enjoy the food and drinks with the
conference event with this guest want to know about the taste of the hotel good.
TASK 3
P5 Different management roles within the event industry
In event industry, there are various management roles which can help full to maintain each
and every operations of the hotel. Intercontinental hotel consider various management roles
which can help full to play a prominent role in the development of the hotel. Some specific
management roles are given below-
 Event coordinator - This is considered as the most prominent management role and
now Hotel is looking forward to appoint executive event coordinator so that he can help
to the event manager and also work with them to address all the requirements of the

event. The main task of event coordinator is to analyze the entire event requirement and
also some specific details about the event like venue, decoration, number of guest and
many more. With the help of communication skills event coordinator can effectively co-
ordinate with the people and prepare a specific report (Zejnullahi and Bajgora, 2020)-.
 Consumer services manager - This is also considered as the one of the most
demanding management role which plays an important part in the event management.
Intercontinental hotel, consumer service manager responsible to take customer feedback,
reviews and also handles their queries and questions so that they can satisfy the
customers and guest with their answers and maintain good relationship with them.
 Event security manager - This management role is also necessary and also considered
by the event industry which can help full to maintain safety and security of the gas and
clients in the event so that everyone feel secure and safe in specific event. Through
CCTV camera and appoint various security guards maintain the security system of the
event.
P6 Management skills & personal attributes required to work within the events industry
There are various management skills and personal attributes are required in the event
industry which can help full to make event more successful. Intercontinental hotel a point doors
employees who have effective management skills and also contain personal attributes which can
help full to meet the expectations of there is stakeholders. Some essential management skills and
personal attributes are given below-
 Communication skills - This is very required skills in event industry because this
industry is all about services sector so that all the employees and team members need to
have effective communication skills so that they can influence their guests and clients
and establish a good relationship with them. Communication skills is helpful to meet the
requirement and expectations of the stakeholders because it can help full to provide more
customer satisfaction. Intercontinental hotel is more concerned about their employees and
their skills & competencies so that Hotel can improve their market reputation and build
proper engagement among their employees fulfill the expectations of their customers.

 Problem solving skills - This is a most prominent management skill which is necessary e
to have each and every staff members of this personal attributes. Intercontinental hotel
hire high talented and potential employees who can effectively solve their clients and
customers problem and also provide them effective solutions so that hotel can get their
customers loyalty.
TASK 4
P7 Appropriate measures required to provide a secure & safe event venue, a safe
environment for guests & safe environment for events staff
It is necessary for the hotel to consider specific and appropriate measures which required
to provide safe and secure event venue and also Save environment to event staff and guest. For
instance, product launch event of the Little Moons at intercontinental hotel is considered the
selected event of this project task. Little Moon is famous company in UK which prepare
Japanese style mochi treats. Now this company is about to launch new product that is new flavor
treats that is star shaped. So it is considered the important event for the company to launch their
new product. In this event there is involvement of various participants like journalist, small
groups, media, investors, suppliers, contractors, stakeholders and customers (Shahin and et. al.,
2017).
The safety measures for this event
There are various safety measures are considered by the hotel which can provide safe
environment to the guests and also their staff members. The main role of security measures to
watch on invited people who want to participate in the event. Security members measure the
entire unethical and unsafe situation and also protect each and every participant of the event. The
another safety measures which is also considered by the intercontinental hotel is biometric
attendance of their staff members so that they can measure dose staff members who are actually
working in their hotel which can help all to provide safe environment to their staff members. The
another measures also considered by the intercontinental Hotel is that ID pass and event pass to
their invited gas so that they can recognize those guest who are really going to participate in the
event. To maintain proper communication with the security members and also co-ordinate with