Managing Conference and Events: Brown's Hotel Report Analysis

This report provides a comprehensive analysis of event management, focusing on the case of Brown's Hotel. It begins with an introduction to event management, defining different event types such as private and cultural events, and attributes of events like mega and sports events. The report then explores current trends impacting the event sector, including safety and security, event publicity, and location considerations. Task 2 delves into event layout designs, covering group meeting rooms, wedding layouts, and training session arrangements, including table configurations, seating arrangements, and food services. The report emphasizes the importance of employee engagement and the use of digital tools in event planning, offering insights into creating memorable and well-organized events. The report highlights the importance of various elements like lights, sound, and venue selection in successful event management.

MANAGING
CONFERENCE AND
EVENTS

Table of Contents

INTRODUCTION
Conferences are those events which are organised by the event manager with the purpose
of business. Events include the formal and informal activities such as birthday party, festivals,
concerts, business meetings, convention and many more. It advert to the accumulation of group
in order to talk about the objectives, goals and outcomes and responsibility of event manager is
to organise these events (Greenwell, Danzey-Bussell and Shonk, 2019). Those events which are
conducted at big level are known as global events and for this, event administrator required to be
conscious about the uncertainties which is connected to the events. Moreover, the event manager
should examine the risk components which is useful in order to conduct harmless events. This
report is based on the Brown's hotel which is a luxury hotel in London and founded in 1837.
Hotel organise various events which helps in its promotion or spread out the company across
London. This assignment is going to focus on the different categories and dimensions of events
which discuss the current trends and features who influence this sector. Moreover, an event
layout is designed and importance of events and services are also described. It is also described
the various roles and skills which are required in order to meet the needs of stakeholders.
TASK 1
P1.
Society plays a significant role in bid to organise and manage the events as these are the
factors which helps in achieving the development and fame for it. The event department of
Brown's hotel does not consider the size and scope while organising the event as it enhances their
profitability and productivity. Different types and attributes are mentioned as below:
Private events: These are planned occasions which are organised with the purpose of
achieving the individual objectives. Here, limited guests are invited in the hotel and they also
have the list for inviting their guests which carry the name of few guests (Leinemann and
Baikaltseva, 2017). In this event, other people who are not mentioned in guest list are not
allowed and it take lot of time to conduct these events because they should include different
elements such as catering, menu, list of their guests etc. Generally, these events are termed as
indoor events and in these events, Brown's hotel also conduct private parties which is suitable
and profit earning mode for them and also useful in improving their reputation. These events
include birthday parties, wedding and many more.

Cultural events: These events are conducted in bid to spread the consciousness among
common people which is concerned with the culture, religious, society and many more. The
event management department of Brown's hotel organise events on the basis of teams as they are
made on the basis of their management and skills like how efficiently they can manage events.
The cultural events are organised and authorised by the government and they are also termed as
investment collecting or financial events. While conducting these parties they have sufficient
quantity of fund as they are relies on the self-employed person.
Attributes of events
Mega events: These events are organised for a very short period of time and their aim to
earn more and more profit. Moreover, they are conducted in the relation of businesses and in
order to motivate and encourage other people (Lendvai, 2019). In order to conduct these parties,
it need lot of finance and by investing more their aim is to gain more and increase their
productivity and sustainability.
Sports events: These events include different kinds of sport events such as Olympics,
athletics and many more. Before organising them, it require lot of information such as how to
conduct these events, what are the needs and which elements influences the events. Public bodies
form many norms and policies which can tie the event administrator and induces them to follow
the various rules and norms in order to attain growth and success of event.
P2.
Events are the promotional and advertisement method which is useful in increasing the
reputation of an organisation and also useful in order to make money and raise funds for an
organisation. For this, managers make modifications in the course and design as it helps in the
events in order to plan the great event successfully (Mok, 2017). There are various trends which
impacts the features of event business which are briefly mentioned below:
 The event management department should make sure that they supply proper facility in
the events as it is the key to attain success for the hotel. For this, the event managers
consider the safety factors by adopting the artificial intelligence (AI) technology because
it is useful in analysing the name and identity of the single person and permit those who
match with the original list of guests. Hotels usually include private parties apart from the cultural events as it include birthday
parties, weddings, formal meetings etc. For example, they allow conferences and formal

meetings as it take hardly 1 day and wedding events as they take 4 to 5 days in order to
perform their rituals.
Trends which influences the event sector
Safety and security: It is the important element which should include the event manager
as it can influences the honour of an organisation and also improve the number of consumers. In
addition to this, events are related with the risk factors and uncertainties and for this, they need to
consider many security and privacy issues as not considering them can turn challenge for them
(Henderson, 2018). Event department of the Brown's hotel, should ensure about the appropriate
safety measures in order to avoid any uncertainty and proper attention to their attendants and
contestants.
Event publicity: Publicity becomes the trend in order to develop the people face in the
events as it helps in achieving the success for an organisation. Engagement of public is important
due to this, it is useful in improving the skills and qualification about the various factors such as
culture, language, religious and many more. Mostly, cultural events are advertised with the aim
to pull in normal people in the event. Hence, the event department of the Brown's hotel should
advertise the event by promoting the qualities and advantages because it helps in increasing the
reputation and image of the company.
Location: It is the important factor which impacts the publicity and advertising of event
as it is important for the event department of the Brown's hotel to improve their position in the
market. Venue is the factor which is useful because it helps in attracting public in the event
(Mauksch, 2017). For example, if event is conducted at a very nice location then they can attract
and gather huge amount of people in bid to take care of it. Similarly, hotels and halls become the
fashion in bid to pull in the people and upscale hotels are in the top on the list of requirements as
it is useful for the organisation in order to take advanced step as it helps in increasing the
profitability and productivity.
TASK 2
P3.
Engagement and involvement of employees is essential because it is helpful in
conducting the events and for this they set specific goals for conferences and group discussion.
Group meeting rooms are designed in order to eliminate the hidden obstruction in bid to inspire

the participation of people. Selecting the proper area for the group meeting is necessary because
it put huge impact of on the frame of mind of other party while fixing a deal. In regard of the
event administration section of the Brown's hotel, they need to focus on making an appropriate
and effective plan which is important in attracting the various group and accomplish the
requirement of their client (Bentley and et. al., 2016). This event plan is established for the
group meeting area which is understood by the proper example, in such a manner client is
requested to organise the group meeting area for their formal meeting which is useful for them in
order to discuss about the launching of product. For this purpose, lights, projector, sound and
seating arrangement should be included for the display which is appropriate for the associates of
the meeting. The proper plan for the group discussion room design is discussed as under:
Selecting the room: It is a spot which is relies on the amount of group who attend the
conference meeting. In regard of the Brown's hotel, they have areas for the group discussion and
business meetings and they provide it on the basis of the people and the capability of attendants.
For example, if 30 group are going to the part of the meeting then location is given to them by
hotel is approximately 1200 sq. ft. Apart from this, area need to be sound proof as it is ethical
and does not disturb or distract other people.
Quality of lights and sound: In the selected area, lights and sound should be appropriate
as it is demanded by the client and organised by considering the comfort zone of client
(Alananzeh and et. al., 2018). Lights and sound should be of excellent prime which does not
harm the organs of participants. For example, dim light and speakers is useful for the optical
device in which the light is adaptable and for the sound intention speakers will suitable on each
wall of meeting area as it becomes simple for each single person to perceive the sound properly.
Table configuration: There are many ways by which table is ordered in the meeting
position and this preparation is relies on the number of people and demand of client. The array
need to be very representing as it is useful in order to attract the client and helpful in the
treatment of clients. While arrangement of table, the event manager should keep in mind that
every individual can see each others face as it improves the quality of their discussion. There are
many ways of configuring the tables such as boardroom, hollow square, U-shape, auditorium,
classroom and banquet style. By determining the above conditions, U-shape table style is used by
client.

Event layout design for Wedding: A wedding layout can be easily designed and also created by
using various digital tools as it helps in planning the event. Moreover, wedding couples and
event hosts also use digital techniques which helps in making the event more memorable and
also generate different ideas in order to keep it organised throughout the whole planning process.
The appropriate design for the wedding event layout is mentioned as under:
Guest list and seating arrangement: It describes the proper arrangement of the seating
by considering the information of guest. This information helps in eliminating the mess and
operate the whole function with proper planning. The guest list include the names and mail
address which are stored in the data of event information. According to the guest list, the seating
arrangement set for the guests as the seating arrangement of guest is based on their convenience.
There are many ways to arrange the tables but in wedding the round shape will always consider.
Food services: The satisfaction of guest depends on their convenience and food services
and its taste. The taste of food and the ways by which the guests get served increases the
reputation of the event manager. Moreover, the improvement in services automatically increases
the reputation of the event manager.
Lights and sound: It is the main element which brings energy and enthusiasm in the
function. In wedding function, light and sound elements need to be of excellent quality and also
consider the formation of stage which does not damage the eyes and ears of attendees. For
instance, medium sound quality and use of good speakers is excellent for the guest as they does
not get irritate with the sound.
Event layout for Training session: In order to organise the training session for the employees,
it is describes that there are various types of arrangements for the training sessions. While
organising the training session it is important to design the seats according to the
comfortableness for the employees. The appropriate design for the training session is discussed
as under:
Size of Room: This factor describes the arrangement of room for the accommodation of
the number of participants. It will always consider by the event manager that the room should be
of medium size not too large or not too small. If it is large, then put the array side by side to the
projector or theatre in order to make a warm and cordial group.
Requirements of Training: If the training session is consist of many small group of
activities, for this, it need to determine that there is enough space in the room and if it is not then

event manager need to arrange additional breakout of rooms in order to accommodate the needs
of client.
Seating: This is the main element as it require comfortable and moveable chairs for the
trainees. This arrangement enhances the learning environment for the learners and also determine
that what is important for them. In training sessions there are probably seven types of seating
arrangements such as U-shape, single square or round, conference, classroom, clusters, V-shape
and traditional classrooms.
P4.
It is an essential service which is supplied by the event administrator or the hotel to their
respective clients in bid to gain the belongings and belief of them. These services are not
mandatory to perform but are supplied by the event administrator as it helps in retaining their
customers. There are numerous services which are provided by the Brown's hotel in bid to
increase trust, faith and spirit level of their customers. Different additional services are
mentioned as under:
AC facilities: This service is provide in order to make sure the comfort zone of their
clients who have BP issues and it is essential for the event manager of the Brown's hotel because
it provide comfort zone to their clients (SERIES and Harassment, 2019). In conference room, the
presence of heat can make customers awkward and unease as seated for the longer time at that
place can become worsened for them. It is essential for the event administrator of the Brown's
hotel to ensure that their rooms and halls have proper AC facilities as it is appropriate for the
situation. In addition to this, rooms should be decently aired in bid to ensure that customers does
not feel asphyxiate at any time.
Presentation of report: In order to ensure the involvement of employees in the
conference, it is significant for them to provide proper power point presentation, videos, images
and slides because of these factors it becomes easy for other person to understand the matter and
scenario. In the context of the Brown's hotel, they provide enhanced experience by providing
proper seating arrangement which as according to the presentation of the projector at the time of
conference meetings.

TASK 3
P5.
Event business is the most creative because they have many possibilities and advantages
for each and every ability which include hospitality, service industry, management and many
more. There are different administration functions which are performed in event business such as
event administrator, talent manager, event coordinator, meeting planner and many more. The
event management department of the Brown's hotel plays a significant function in bid to conduct
and manage their events who put emphasis on the different aspects of events. Different functions
in the event business which are mentioned as below:
Event manager: It is the single person who perform different functions and duties to
organise, coordinate and manage the events in best manner. They are consider as the head of
event or project head for their specific events (Meschkat, 2016). In the context of Brown's hotel,
their event manager emphasis on developing the strategies and plans for the whole event to
provide task to their subordinates or team members. In addition to this, their functions is to
supervise the work on continuous grounds and if they discover any divergence then take
corrective action for it.
Talent manager: This person is also termed as the artist manager who provide guidance
to the professional artist, counselling them and advise for their occupation which impacts their
professional occupation and there are many various talent administrators (Ryan, 2016).
Moreover, they manage the total need and problems which is concerned with the talent. In terms
of the Brown's hotel, the event administrator should make sure that they pull off the expert of
their artists which is helpful in order to entertain their customers.
Marketing Head: It is most important administration function in the event business and
done by the merchandising head or coordinator of the Brown's hotel, as they focus on screening
the media levels and different advertising techniques. Hence, the function of marketing director
is to develop impressive schemes and plans for the event as it is helpful to get the desired result.
P6.
The skills and attributes need to be exist in a single person in bid to survive in the
dynamic event industry. These skills plays a significant role in improve the productiveness of an

individual. Different ability and attributes are as leadership ability, communicating skills,
interpersonal skills, flexibleness and etc. which are mentioned as below:
Management skills Communication skills: It is the basic ability which is needed in event administrator as it
helps in communicating with many people and also brings efficiency in it.
Communication is useful in improving the productiveness of the event as it is useful for
the whole staff members (Getz and Page, 2016). Event organiser is the basic element who
is responsible for communicating the details about work from the event administrator to
the followers. Interpersonal skills: The event administrator should set up with its followers and ensures
that they properly get their instructions as it helps in achieving the prosperity and
development of the event. Therefore, the event administrator must have this skill as it
helps in interacting with other people because it helps them in dealing with other people
and problems. In the context of the Brown's hotel, their event manager has appropriate
ability which is useful them in enhancing their focal point and also helps in their
perceptive the demand of their respective clients.
Personal attributes Creative: This attribute is helpful in bid to accomplish the prosperity and development
for the event and it is essential for an event administrator to be innovative and put
emphasis on enacting the specific way to arrange the event. In terms of the Brown's hotel,
it is analysed that they are precisely original and ingenious in order to arrange an event in
a very specific way.
 Energetic: With the help of their dimensions, it is accomplish-able for their workers in
order to create excellent working conditions as it is useful for them in order to execute
their work in a proper way. Therefore, it is essential for the event management
department of hotel and its workforce to with efficiency work in the administration.
TASK 4
P7.
Security and safety is an important element which should be consider by the event
manager while organising the event as it is the basic element for the success for their events.

Quality is provided in the service of hotel in bid to accomplish the prosperity and development.
Retention of customers is important because it is hard for the event industry to gain new potential
customers. Hence, the safety and security is important for their respective clients and for this its
measures are mentioned as below:
Fire and electricity: At the time of event, there is ever a possibility of occurring the fire
and for this, event manager should take the appropriate measures which helps in eliminating the
risk. It can occur due to various reasons like electric circuit, gas leakage and many more. In those
parties, where huge amount of attendees should present then the event administrator should make
sure that appropriate safety factors are adopted (Sherry, Schulenkorf and Phillips, 2016). In this
context, the event manager should do appropriate planning or make plans and analyse the
different obstructions of it. After analysing it, they need to overcome these barriers. Here, the
risk component is included with this is fire on the stage, hall and audience area which can cause
danger on the human life.
Collapse of the platform: This factor is considered as the safety for the participants and it
include miserable choice of resources which is used in the formation of the platform and poor
resources in order to set up it (Kearney, 2016). Mostly, it is occur in the live concerts such as live
shows where stage plays an crucial function and for this using the dreadful quality resources and
material can become threat for the event. Therefore, it is necessary for the event manager to use
the excellent choice of resources and risk is connected with this is harm of human being, loss of
many lives or decrement of time etc.
Importance of health and safety at work
Fewer injuries increase productivity: The working area injuries and insecure working
environment is bad for the morale of employees. Employees who are more afraid about being
wounded does not able to give their full attention on their work and also the supervisors who
keep a safe and healthy working situation and organise the employees training in order to build
strong and healthy relationship with employees as it create loyalty and improve team morale
which relates with the productivity of employees.
Increase public perception: The company or the event manager who operates their work
in an unsafe manner can face turnover of employees. As in wedding the unsafe cooking practices
does not attract customers because of the fear of being hurt or illness. When employees think

about the productivity, team morale needs positive gesture which helps in increasing the
interaction with consumers which is helpful in holding them for longer period of time.
CONCLUSION
From the preceding information it is concluded that events are organise in order to attract
the general public as it helps in increasing their reputation. Conferences are conducted with
purpose of business in order to discuss the progress, product launch and other factors of business.
For this, they need to effectively coordinate and cooperate with their subordinates and also
provide additional services to their respective clients. Therefore, there are different types of
events which are organised at the local, international and global level and include birthday
parties, formal meetings etc. moreover, their purpose is to enhance the experience of their
attendees and guests.

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