Report on Managing Conferences and Events at Holiday Inn London

This report provides a comprehensive overview of event management, focusing on the diverse categories and dimensions of events within the hospitality industry, particularly examining Holiday Inn London. It delves into the features and current trends influencing the events sector, such as sustainability, security, and technological advancements, and analyzes how events are adapting to these changes. The report further explores the design of event layouts, including room configuration, lighting, sound systems, and security measures, with a focus on a product launch event. It also examines the various management roles, skills, and attributes essential for success in the event industry, evaluating the impact of these skills on creating successful events. Finally, the report specifies appropriate security measures to ensure a safe environment for events, comparing and contrasting security and safety procedures.

MANAGING
CONFERENCES
AND EVENTS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Examination of categories and dimensions of events......................................................1
P2. Discussion of features and current trends influencing the events sector..........................2
M1. Analysis of current event trends to explain how events are adapting.............................4
TASK 2............................................................................................................................................4
P3. Designing an event layout to correctly set up a conference or event room.....................4
P4. Examination of additional services available within a conference or event environment8
M2. Evaluation of quality of design and layout.....................................................................9
TASK 3..........................................................................................................................................10
P5. Exploration of different management roles within event industry.................................10
P6. Reviewing management skills and personal attributes required to work within events
industry.................................................................................................................................11
M3. Evaluation of impact of management skills on creating a successful event.................13
TASK 4..........................................................................................................................................13
P7. Specification and Explanation of appropriate measures required to provide secure
environment..........................................................................................................................13
M4. Comparison and Contrasting security and safety procedures.......................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Conferences refer to an appropriate gathering of individuals within an organisation that
effectively come together in context of discussing a common topic associated with the company.
In addition to this, event management is an activity that is related to appropriate and effective
creation, as well as management of large scale corporate or social gatherings that are formulated
and developed for a specific purposes (Vance and Paik 2015). Within the UK, one of the major
industries which is repeatedly indulged within accommodating and organising events. One such
industry is hospitality sector of the UK. Hence, the report below is based on Holiday Inn
London, which is one of the most recognised hospitality organisations in the sector. The report
covers investigation of different categories and dimensions of events, along with examination of
consideration for conferences and event room set-ups by inclusion of professional standards. In
addition to this, the report also covers exploration of management skills required to work within
event environments, along with explanation of measures required to manage secure and safe
event environments for staff and guests.
TASK 1
P1. Examination of categories and dimensions of events
Within a hospitality organisation, there are different categories and dimensions of events,
which are required to be understood appropriately and in ways which distinguishes these aspects
and helps the organisation in ensuring higher client satisfaction.
Hence, with respect to Holiday Inn London, there are several categories of events that are
explained and examined in detail below: Private Events: This type of event is related to a small or big gathering of family or
friends in relation to celebrating a private occasion. They are quite special to individuals
and hence, such events are usually constrained and confined to people who belong to the
family, friend and social circles of individuals. Few such examples of these events which
are witnessed within Holiday Inn London includes events like weddings, festival
gatherings, birthday celebrations and so forth (Ummenhofer and Meehl, 2017). Corporate Events: Distinct from the event type above, these events are usually held by
corporate organisations in relation to achieving different outcomes. For example, a
company could have seminars in relation to briefings provided to their foreign alliances.
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Moreover, these events also include product launches, which are associated with briefing
the media and necessary stakeholders in relation to any particular new offering. In
addition, one of the common corporate events held at Holiday Inn London is business
conference, where employees, shareholders and directors of organisations gather together
to formulate strategic plans, company policies and so forth.
 Charity Events: Within this type, events are held within hospitality organisations, such as
Holiday Inn London, to ensure that appropriate money is created by such gatherings,
which would ultimately be provided to charities within the country. For example, Holiday
Inn London has several charity events at their Wembley headquarters, where the firm
effective banquets specially for such events (Charity Events in our Wembley Hotel,
2019).
Apart from all the types explored above, there are several dimensions of events that must
be understood and evaluated by Holiday Inn London. All these dimensions are explored below: Anticipation: It is essential that the organisation create several positive anticipations of
their events through communication and effective marketing. Arrival: In terms of arrival of guests, it is quite necessary that the event emphasises in
safe, integral and efficient arrival of individuals in the event. This requires focus on
accommodation, transportation, instructions, and so forth. Atmosphere: The hotel must ensure that a welcoming atmosphere and appropriate
hospitality is provided to the customers, which helps them feel welcomed and
comfortable. Appetite: The menus within the events must be in alignment of the needs and preferences
of a range of customers. Moreover, the food must be according to the occasion which
also services health benefits (Siegel, Erickson and Mullis, 2018).
 Amenities: These refer to the details of the overall event which provides tangible
expressions to ensure that the event is very well remembered appropriately.
P2. Discussion of features and current trends influencing the events sector
Within the event management sector, there are several features and trends which have
been very much influencing the overall sector. Moreover, dynamic business environment and
rise of social media has led to dynamism in the trends within this sector, which have a prominent
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impact on the sector as well as the organisations who promoted and create events. Hence,such
features and current trends are discussed below: Sustainability: One of the major trends in relation to events sector is associated with
providing appropriate sustainability. As an example from the above categories, this trend
is highly witnessed where charitable gatherings are held within the hospitality
organisation (Rogers and Davidson, 2015). For example, with current emphasis on
environmental sustainability, several events are organised within Holiday Inn London
which promotes the protection in relation to environment. In addition to this, the
hospitality organisation adheres to the sustainability practices and industrial guidelines
while organising its events, which is an essential influence in regards to the same. Security: Another trend which is prominently having an impact and influence on the
events management sector is related to enhanced security. People these days like to feel
appropriately secured and safe while they attend an event. This is because within a social
gathering, it sometimes could get challenging for them to keep themselves and their
belongings safe. A major example of this element, which is followed by Holiday Inn
London is that during any event, all the safety measures are adhered by the organisation.
As an instance, in terms of private events, such as weddings or festival celebrations,
special arrangements are made by the organisation, wherein certain measures such as
surveillance cameras, bodyguards for physical securities, appropriate manager round ups,
everything is very well adopted and performed by the organisation.
 Technological Advancements: This trend is perhaps one of the most evident and ongoing
trends which is very much influential for events management sector, as well as for
hospitality organisations, such as Holiday Inn London. This trend is required to be
followed by such companies in order to ensure that they are in alignment with the current
advancements and are implementing the same for better management. With respect to the
trend, Holiday Inn London has been very much consistent in adopting latest technologies
for each and every type of its events, particularly corporate ones (Palen and et. al., 2015).
For example, latest projection technologies, Automation and Artificial Intelligence is
very much implemented within the layouts of conferences or product launches. This
helps the attendees and the clients to give a clear, precise and appropriate presentations,
which are very much satisfactory with help of compliance with this trend.
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M1. Analysis of current event trends to explain how events are adapting
The event industry is witnessing drastic changes recently in light of recent developments
and advancements in the industry. Moreover, there are several trends which require adaptation
from the organisations working within this industry to ensure that they comply with the set
standards appropriately. In relation to this, one such trend is internet. With rise in digitalisation
and better access to internet facilities, the industry is currently adapting towards its inclusion in
every step. For example, event planners are using internet to give real time information and
status to clients who are geographically far to receive such information.
Another trend within this respect is theme events are very much trending these days,
which requires the planners to set a theme for attendees to follow. This is mostly witnessed in
private events. Hence, in order to adapt with the same, extensive market research is used in
relation to enhancing interest of customers to ensure accomplishment of needs of customers.
TASK 2
P3. Designing an event layout to correctly set up a conference or event room
Within a hospitality organisation, there are several events which require appropriate
planning, as well as setting up of an effective layout, that fulfils the requirements of the event in
an effective manner. Another reason as to why an organisation must set an appropriate layout is
related to the fact that there are several effective and customised needs of the clients which must
be adhered to in order to provide them enhanced experience and increase the scope of more
customer engagement (Nukala, Callaghan and Bawel, 2015).
To effectively enhance its understanding, development of layout in relation to event room
is taken as an example below, which showcases the design in relation to setting up the room with
respect to accommodate 200 individuals for a new product launching event of an organisation.
Hence, the layout of the same is stated below:
 Room Design:
The very first aspect associated with the same is related to design of the room. This is one
of the major factors which is related towards satisfying the requirements of the client. The event
is related to new product launch, which requires effective space for media, stakeholders and hotel
staff. Hence, size of the room is a crucial factor in the layout. Since the capacity of the room is
around 200 individuals, almost 2,400 sq. ft. of space will be required for the overall event. In
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addition to this, the size of the banquet must be square, in order to ensure appropriate space and
distance of each and every individual from the stage.
 Configuration of Tables:
Another standard aspect in relation to the same is the searing arrangements. This is
because, it deeply reflects as to whether the design of the layout is satisfying the purpose of the
event or not. Hence, in terms of the product launch event, the design of the tables would be like
banquet, as this event does not only associated with display of the new product, rather than
discussions amongst themselves. Hence, this layout design is very much effective in this context
of serving the purpose of the events (Nouvellet and et. al., 2015).
 Lighting and Sound:
This layout consideration is regarding the light as well as the sound systems which would
be included within the room in a way which serves the purpose of the event. For example, the
lighting of the banquet would be bright enough for people to read the reports without straining
their eyes much. Moreover, since product launches require projections, the lights would
effectively dim to serve the purpose. In terms of sound, wall speakers would be surrounding the
room for everyone to hear the presentations appropriately.
 Equipments and Food services:
Additional equipments would include microphones at every table, projection screens at
all four corners of the room, along with keypads to not down the key essentials. Moreover, as for
food, appropriate supply of coffee and snacks, along with main course would be provided by the
hotel (Lendvai, 2019).
 Security and Exit Services:
This is perhaps one of the key considerations for the organisation, which is very essential
for the layout. As for security, the firm would be deploying a team of 5-10 individuals who will
be handling the surveillance, private and personal security, media handling, etc., in ways which
would not harm the attendees. Moreover, threats like fire would be dealt with active
extinguishers on two of the banquet walls. In addition, emergency exits will be available to
handle individuals of different age and agility at times of emergency.
However, each and every event is quite different and require distinct layout design to
effectively and essentially set up an event. For instance, another event could be training provided
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to individuals in context of increasing their competence within the workplace. Hence, for this
purpose, the layout of the plan is explained as under:
 Room Design:
Providing training to employees would require the set up of the room to be in a way
where each and every individual could access what is being taught to them. Moreover, it is
important to satisfy the agenda of the event. For this purpose, classroom layout is one of the most
prominent and effective type of layout which is required by the firm to ensure the
accomplishment of requirement of the event.
 Configuration of Tables:
It is another essential requirement for designing the layout. Depending upon the scenario,
one of the most effective configuration of tables would be one which are required for classroom
type layout as mentioned below. The advantage associated with this aspect is related to the fact
that each student would have a clear and effective view upon the screen, along with clearly
understand what is being taught to them.
 Lighting and Sound:
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In terms of lightning, ceiling lights are required to be displayed within the room, which
would promote to the clarity associated with noting down clear instructions. Moreover, the lights
used within the same must be dimmed in order to help the trainees clearly view the screen on
which different aspect are being taught. As for sound, four speakers on the corners of the room
must be attached, so that all the instructions are clearly heard to individuals even at the back.
 Equipments and Food services:
As for appropriate and effective equipments, projectors, speakers, microphones, tabular
lights, keypads, and projector screens are required to be included while designing the layout.
Along with this, in terms of food services, electronic vending machine must be situated in the
room, so that trainees and trainer could have effective access to refreshments when required.
However, proper meals twice a day must be supplied in case a full day training session is being
commenced.
 Security and Exit Services:
In relation to security, CCTV cameras must be installed in the room, along with one
security personnel at the exit gate. Moreover, since there are multiple individuals attending the
training, 2 emergency exit point and one main exit must be surrounding the training room.
P4. Examination of additional services available within a conference or event environment
Within an product launch event, there are several appropriate and necessary services,
which are required to be provided by an organisation in order to satisfy client's demand as well
as assists the company in achieving consistency and opportunities for better management in
future. In relation with the product launch event, the several additional services available within
the event environment are discussed below: Ventilated Environment: One appropriate additional service is related to providing an
environment which is breathable. It means that with so many individuals in one room,
along with continuous light, sound and movement, chances of suffocation goes very high.
Hence, the environment which is required to be maintained in this perspective must be
the one which is inclusive of air conditioned environment and appropriate ventilation
systems, which keeps on purifying the air for the attendees and staff (Kripalani, Tripathi
and Tanesheri, 2015). Internet Access: Another major issue in congested rooms is that the internet availability
and functioning could be a big problem. This problem could very well affect the
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conference and the presentation. Reasons for the same is that sometimes real time data is
required to be showcased in the presentations, which could only be accessed by high
speed and consistent internet connections. Hence, the organisation must work towards
appropriately and effectively provide this additional service to the attendees for a better
and enhanced experience (Jones, 2017). Charging Facilities: Product launches are events which consume a lot of time, as well as
social media activities on mobile phones. Hence, it is not necessary that the mobile
phones be fully functional after such drastic and regular usage. Hence, charging facilities
must be provided by the hotel within the event to provide convenience to individuals in
such cases and keep such activities quite consistent.
 Ramps: This additional requirement is very much appropriate and effective in context of
enhancing the mobility within the venue of individuals who could not walk and are
wheelchair bound. Moreover, it is also beneficial at times of emergency, which requires
the management and security team to enter and evacuate such individuals easily.
As for the training event layout, certain additional services are required to be included
within the event to ensure that each effective aspect is being considered for the overall event.
Hence, certain aspects in relation to the same are explained as under: Charging points and internet: For training, there might be real time data utilised to
reflect the current condition of the global scenario in relation to the context of the topic.
Hence, for this purpose, internet must readily be available. Furthermore, if the training is
being held for a complete day, charging facilities must be installed within the room to
ensure the accessibility of individuals upon their mobile phones. Wash-room facilities: Another prominent facility which the training layout must have is
the wash room facility, which would allow an ease of access to trainer and trainees to get
freshen up if the training is being held for a longer duration of time. Ramps: This facility is related to situating ramps and railings throughout the training
rooms which are related towards supporting individuals who are wheel chair bound.
Moreover, it would also support older individuals to walk appropriately without the fear
of dis-balancing and falling.
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 First Aid: This additional service is associated with inclusion of first aid facilities for the
attendees as well as the trainer. This would be including medicated kit, necessary
medicines for people who are not well, which could be used in the case of emergencies.
M2. Evaluation of quality of design and layout
It is highly essential that both the design as well as the layout of an event is appropriately
evaluated by an organisation. Moreover, its importance could be highlighted within Holiday Inn
London as they are required to enhance the quality standards in taking each and every decision of
the designs and layout. For instance, the event mentioned above is quite effective. The reason
for the same is that each service and provision by the company is set up according to the nature
of the event. For example, displaying of projections at all corners compliments the tabular
configuration as a banquet. Moreover, the adjustment of lights is favourable to easily witness and
read written material. In addition, food services and beverages would help the attendees in
staying active and engaged.
TASK 3
P5. Exploration of different management roles within event industry
Event industry includes several managerial roles and individuals, that are required to play
different roles within the sector to manage a particular event as per the clients' expectations. In
addition to this, all these management roles are required to be analysed by Holiday Inn London,
which would help the company in analysing the requirement of staff within the company in
relation to different events organised by he company.
In this respect, below are several management roles within the event industry: Event Manager: One of the most prominent roles in this sector is event manager. As
suggested by the name, this individual is responsible towards managing each and every
element associated with an event. This include management of all the resources,
planning, execution and monitoring (Jeanne and Korinek, 2019). In terms of planning,
they plan the overall event starting from a scratch and discuss the same with their teams
for their suggestions or possible alterations. Moreover, they further coordinate each
resource towards achieving the outcome based on the plan, which requires managing the
departments and responsibly align each process and procedure with respect to the overall
event.
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 Event Coordinator: Another appropriate and essential management role within this
sector is event coordinator, which is an individual who is in charge of managing and
coordinating large scale events (Holmes and et. al., 2015). They are one of the biggest
support systems for an organisation willing to develop and execute such product. In
addition to this, they need to keep a check on each and every department, creation of
drafts and emergency plans, resolve issues and conflicts and ensure continuous positive
improvements in all the major processes and resources of the event. Hospitality Manager: This management role is subjected towards ensuring that
individuals attending the event have enhanced and effective experience. Moreover, they
ensure that in terms of hospitality, politeness and regard, each attendee, as well as the
management staff is treated equally and respectfully throughout the event. Moreover,
they are are in charge for handling all the lodgings and addressing requirements of the
guest. Moreover, they are subjected towards handling customer complaints and
answering their requirements as well.
 Event Security Officer: Any event, regardless of its category and type, is needed to be
fully secure for attendees to have an appropriate and effective experiences. Moreover,
this is perhaps one of the major requirements in relation to enhancing the scope of
perfection within the organisation. They are in charge of handling physical safety, along
with safety of their valuable belongings which might cause inconvenience to individuals
if lost. Moreover, all the security arrangements, like necessary safety equipments,
evacuation points, recruitment of security officers, management of cameras, and so forth,
are required to appropriately be performed by this officer (Getz and Page, 2016).
P6. Reviewing management skills and personal attributes required to work within events industry
It is highly required to perform a review and critical evaluation of several management
skills and personal attributes which are required to perform the above job roles quite well. In
addition to this, a review would also help in understanding the skills which are more important
for individuals than others. It would help in reflecting the intensity of each skill and the extent to
which they are required within the event industry.
Hence, in this respect, certain management skills and personal attributes are described
below:
Management Skills:
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