Event Management Report: Conference and Events Sector Analysis

This report delves into the multifaceted world of conference and event management within the hospitality sector, using the 45 Park Lane Hotel as a case study. It begins by categorizing events, including private, corporate, and charitable events, and examines their dimensions. The report then critiques the development of the event and conference sector, highlighting its growth and the importance of customization. Current trends influencing the industry, such as event apps, live streaming, virtual sessions, standout events, and venue design, are explored. A detailed layout of a birthday party event at 45 Park Lane Hotel is presented, along with additional services offered to enhance client experiences. Furthermore, the report outlines various management roles and the skills and attributes required for success in the event industry, emphasizing safety and security measures. The report concludes by summarizing key findings and providing a comprehensive overview of the conference and event management landscape, focusing on the practical application of management principles within the hospitality context.

MANAGING
CONFERENCE AND
EVENTS

TABLE OF CONTENTS
INTRODUCTION.....................................................................................................................................3
MAIN BODY.............................................................................................................................................3
P-1 Event categories and dimensions......................................................................................................3
Critique for the development of event and conference sector..................................................................4
P-2 Current trends influencing events and conference sector..................................................................5
P-3 Layout of Birthday party event in 45 Park Lane Hotel, London........................................................6
P-4 Additional services for adding value to meet specific client requirement for Birthday party event...7
P-5 Management roles with reference to job opportunities in the event industry....................................7
P-6 Managerial skills and personal attributes in event industry...............................................................9
P-7 Safety and security measures for providing safe and secure venue for an event.............................10
CONCLUSION........................................................................................................................................11
REFERENCES........................................................................................................................................13

INTRODUCTION
The tourism and hospitality industry nowadays becomes very innovative and accordingly
considered as a highly growth oriented industry of modern time. The secret behind their
innovative and growth oriented characteristics can be due to its management by skilled and
expertized individuals. In this industry, one of the most important function is managing
conference and events (Mehrotra and Lobo 2020). The successful management of events and
conference needs the performance of all management activities in a highly competitive industry.
Event management too need needs experienced individual with prior experience of
understanding and satisfying customer’s need for better results. The present report is based on
how upscale hotels in London, like 45 Park lane Hotel used to manage their events and
conferences to satisfy and broaden their customer base. In this report, investigation will be done
on various categories and dimensions of events with examples, along with planning and
implementation in events and conferences, role played by management in the same, skills and
personal attributes required by management to seek the job opportunities available in the event
industry in order to successfully meet stakeholders need and expectations.
MAIN BODY
P-1 Event categories and dimensions
The events are classified into different categories generally on the basis of context in which such
events are organized. Commonly such categorization is done into three broad categories, such as
private events, corporate events and charitable and fundraising events. In the context of 45 Park
Lane Hotel, these categories are as follows:
Private events: Events which are restricted to the gathering of some family members, guests and
members of the organization or club. Here the entry is restricted to those who are specially
invited for the events and not open for general public (Barron and Ali-Knight, 2017). Such
events are popularly known as social events. The nature of such events are quite personalized
and organized for the purpose of celebrating life events like wedding and birthday parties and
milestones like anniversaries. The events conducted under this category itself reflects the very
purpose of the event.

The dimensions of private events can be well explained through the size and number of guests
forming part of the event (Allen, 2021). As such events are not open for general public the
number of guests in such events are quite less and accordingly due to its small segment of guests,
such events are known as minor events.
The various example from this category of events are; birthday parties, wedding, anniversaries,
theme parties and many other family events.
Corporate events: Any social or hospitality activity or event, funded or organized by the
business organization. The audience or delegates of such events are broader in size (Gamble,
2019). The guest includes, board members, employees, shareholders, customers and many other
clients of the company. The various reason for which such events are organized are; educating
new policies to employees, introducing new product or service to the customers, motivating or
rewarding employees, marking milestones, change introduction and festival celebration.
The various examples from this category of events are; business exhibitions, conferences, award
or trade shows, corporate meetings, incentive programs, experiential and launching events.
Such events are new and emerging concepts of events industry basically meant for companies
and businesses to strengthen and build good relations with the stakeholders of the company
(Allen, 2021). The dimension of such events are broader in terms of its size and the number of
guests which is restricted to the associated body of the business.
Charitable and fundraising events: The underlying purpose for conducting and organizing such
events are fundraising in order to carry out charity, donations and setting up non-profit
organization. The dimension of this event is generally broad in terms of size but the entry is
optional and restricted to those who are interested in lending amount for charity and donations
for the purpose backing the event conduction. Examples of such events are auctions, tournaments
and gala dinners.
Critique for the development of event and conference sector
With the most innovative and growth oriented tourism and hospitality industry, conference and
events sector is considered to be the significant sector with a great scope for growth and
development (Seraphin, 2018). Event and conference sector is beneficial for both private and
corporate body to organize and manage their gathering irrespective of the size of the audiences

and guests. Being an assistant manager in the upscale hotel of London, that is 45 Park Lane, it
has been noted that how different corporate and private events are nicely managed by event
management companies with the technological advancement and innovations in the event
industry. A very large gathering definitely need good management from expertized and
experienced individuals to coordinate in a required manner for the successful accomplishment of
the events, and the same has become possible with the emergence of events and conference
sector and innovations therein ((Ergen, 2021)). The only challenge related to this sector is to
ensure customization, which can also overcome by designing services in a customized manner
keeping in mind the needs and expectations of the customers. This means that being flexible in
finding and implementing appropriate solutions is the way to overcome this challenge.
P-2 Current trends influencing events and conference sector
Events apps: In modern time, many applications have evolved making the operations of various
business quite interactive, quicker and easier. Developing apps is considered to be the key for the
success of any business and the event industry is not an exception of it (Thomson and et.al.,
2021). As the industry is highly service oriented, they need to focus on customer expectations
and modify their operations accordingly.
Live streaming: It refers to the real time broadcasting of an event to the audience who are
generally far away from the event venue (Ergen, 2021). It is preferred by event planners for
marketing their event management services over the internet through You Tube and other
streaming sites.
Virtual sessions: Technological advancement has made it easier to organize events online just
by utilizing gadgets like mobile phones and computers with the internet connections therein.
Events like corporate meetings, conferences, auctions, charity and many social interactive events
can be organized online through this trend in the event industry. It is advisable for event
management companies to invest more on technology in order to prove their unique value to face
such emerging trends in the industry.
Standout event: Keeping behind the traditional concept of wedding event, people are nowadays
hiring event planners to manage their event in a unique way, so that the event can be made
standout event leaving imprints in the minds of the guest. So making event standout and
memorable is also an emerging trend of the industry.

Venue designing and hunting: Venue hunting has made it easier to access venue at just one
click and gather the required detail for the venue which allows users to get an insight of the
venues just at a click (Seraphin, 2018). Also, creating a unique design for venue by ensuring a
perfect ambience matching with the type of event is the trend of the industry.
P-3 Layout of Birthday party event in 45 Park Lane Hotel, London
The above layout has been designed for organizing 1st birthday party at 45 Park Lane hotel. It is
suitable for managing 100 to 150 guests in an area around 30’×75’. There are many basic and
additional services that has been provided by 45 Park Lane in addition to the banquet hall (Tietze
and et.al., 2020). They are as follows:
Buffet counter: The space is provided for serving foods in an orderly manner to the guests.
Dance floor: Space meant for various performances by family members, relatives and friends.
Guests sitting arrangement: In order to ensure appropriate and organized sitting arrangements of the
guests, round table are placed within a large space of the banquet hall.
Gift table: The special table is provided for keeping gifts that is being received from the guest.
Welcome
Drink
Gift table
Photo
booth
Live streaming
booth
Drone
Facility

Managing guest entry at check in point: In order to control crowd for avoiding any kind of
mismanagement, a separate point for entry and exit has been provided (Mungi, 2020).
Photo Booth: This space is meant for taking photographs with birthday boy/girl by family members,
relatives and friends.
P-4 Additional services for adding value to meet specific client requirement for Birthday party
event
Many additional services are emerged with the growth and development of the event industry to
cope up with the increased demand of clients in the best possible manner. These are as follows
with reference to 45 Park Lane hotel:
Welcome drink: In modern time, most of the events like Birthday party event, these are special
arrangements made for serving welcome drinks to the guest when they make entry to event
venue.
Live streaming booth: Such facilities allows for live event watching. This facility is provided to
those clients who have their loved ones at some distant place and are not able to attend the event.
So through this facility it is possible to view the entire event from anywhere (Mungi, 2020).
Drone facility: Drone camera facility is the new trend of modern time which is different from
general camera and used for recording the entire event in a unique way.
DJ: This facility is meant for additional entertainment provided to guest through playing songs
and sounds. It helps in engaging audience and avoiding boredom in the event.
Bar facility: This special service is provided for serving both alcoholic and non-alcoholic drinks
to the guests. It is a common trend of present time in every hotel.
Cake table: Cake and cake table spaces and facilities are provided additionally by hotels for the
events like Birthday parties and wedding events (Tietze and et.al., 2020). The cake table are
designed and decorated uniquely as it is an important requirement of birthday party event.
P-5 Management roles with reference to job opportunities in the event industry
Increasing roles to be played by event manager has increased the job opportunities in the event
sector. The reason behind such increment in management roles is the increasing needs and

expectations of the customers for making their events memorable and successful (Tietze and
et.al., 2020). And the innovations and technological advancement has made it possible for
managers to play their roles to satisfy emerging needs of the customers.
Videography in events: Videography allows for capturing each and every single aspect of the
events. In modern time, there seems more demand for quality videography for the events
(Arcodia, Novais and Le, 2020). This increasing demand for videography is creating job
opportunities for those who have both passion and creativity in videography.
Data analytics: Collecting and analyzing data has made it possible to enhance both productivity
and revenues. Every sector gives reasonable concern for the data analysis aspect and the same is
true for event sector which results in higher opportunities for making career in it (Mungi, A.,
2020). Nowadays for collecting and managing data related to customer experiences within event
sector, event management companies are specifically hiring people for data analytics role.
Customer experience management: As a service oriented industry, in order to ensure that their
customer should get happy with the services offered to them and making their experience
pleasant results in emergence of role to be played by manager, and for this companies seeks to
hire candidates for this managerial role to manage customer experiences by obtaining their
feedback and complaints in order to improve their experience, so that their future return can be
ensured (Arcodia, Novais and Le, 2020).
Event reporter: In modern time, this particular role is highly demanded due to the emergence of
large online audience at different geographical distances or any other reason. The individual
appointed at this position is responsible for reporting the event live for such online audiences.
Feedback manager: Regularly obtaining feedback from customers both through social media
platform and face to face during the event can be helpful in improving customer experience.
Nowadays, event management companies are hiring those individuals, who are responsible for
gathering and analyzing information from customers in terms of feedback.
Event designer: Nowadays, many new employment opportunities are emerged and created job
opportunity for those with psychological, analytical and logical thinking ability and knowledge.
Event designing is considered as an art of creating visual details of an event through crafting a

blueprint (Mungi, 2020). A person with the required attributes for this role have much career
opportunities in the event industry.
P-6 Managerial skills and personal attributes in event industry
To become a successful event manager, one needs to have many personality traits and skills to
succeed in event industry. Such attributes and skills are needed for enhancing and improving
customer's experience (Mungi, 2020).
Some of these skills and attributes required by event manager are as follows:
Good communication skills: communication is one of the most important skills that is required
to succeed in event industry. An event must be a good communicator with excellency in both
written and verbal communication (Abson, 2017). In order to communicate and present ideas
about event, they need to have command over their communication skills to present views in an
understandable manner.
People skills: To make an event a successful and memorable one, one must have to work in a
team and many other people and this could be possible only when one has skills of interacting
and working in a group of people. An event manager must have the ability to tell, listen and
resolve issues related to customers and many other people with whom they work.
Flexibility: Event manager must be flexible enough to accept and implement change that happen
either suddenly or in planned way (Padron and Stone, 2019). They must be flexible to work
according to the changing situations. This attribute is highly demanded particularly in event
industry due to the changing needs and expectations of the clients at a very high rate.
Creative and innovative: Thinking differently and work accordingly is necessary for becoming
a successful event manager (Padron and Stone, 2019). It means bringing new ideas by thinking
out of the box for any kind of problems and issues in order to resolve them in a creative and
innovative manner.
Enthusiastic and passionate: Organizing event means, surrounded by many obstacles and to
overcome these obstacles one must have passion to be successful in managing events. Being
enthusiastic and passionate always enhance productivity.
Good organizational skills: Mastering in organizational skills is necessary for making an event

successful and memorable (Adam and Ping, 2018). One can have born with these skills and even
can learn these skills, but must have superior skills of organizing as these skills are base for any
event manager.
Tech Savvy: Event industry has changed very much with the advancement in technology, so it is
required from event manager to be technically sound which is helpful in working faster,
efficiently and productively (Abson, 2017). There are many soft wares that has emerged in
modern time for event management companies that are making their functioning easier and
efficient like, software for event ticketing and venue management.
The above mentioned skills and attributes are necessarily need to be present in event manager in
order to make them successful in their career. Also, for meeting and satisfying various
stakeholder's need and expectation, these skills are necessary.
P-7 Safety and security measures for providing safe and secure venue for an event
While planning an event, one of the important aspect that need to be taken into consideration is
safety and security measures (Mehrotra and Lobo, 2020). It can be done by taking reasonable
steps for ensuring safety and security for an event venue, so that the guest's and staff member's
safety and security can be accordingly ensured. There are many measures that must be
appropriately taken by an event manager before, during and after the event to ensure their safety
and security.
 Creating security checkpoints: Creating checkpoints for security is considered as the
best and appropriate measure in order to keep away threats for protecting the affairs of
the associated parties to the event (Dillette and Ponting, 2020). These checkpoints are
meant for undertaking strict security check before allowing guests and staff members to
get inside the venue of the event. This measure is suitable for events that are having
critical underlying issues, such as corporate events and conferences and meetings on
critical issues.
 Hiring security staff and guards: There always remain possibility of occurring
mishappenings like damages and any other inconvenience due to the presence of some
hazardous elements in the event and its venue. So, the best option towards avoiding such

inconvenience and damages, event management company must hire security guards to
handle and minimize the probability of such mishappenings.
For example: Sometimes there are events, where the concerned high profile guests are
provided with extra security through the provision of security staff who volunteers them
throughout the event (Dillette and Ponting, 2020). This facility is known as escorting
services, which are provided additionally by the event management companies to meet
the safety and security need of the clients.
 Prior event inspection: Destructive elements can be both in terms of people and
equipment can be identified and avoided accordingly if the venue of the event would
have been inspected. By doing so, enough disruption and inconvenience can be avoided
in advance and accordingly event manager can ensure the safety of the venue.
 Installing CCTV camera’s: Many events like wedding, auction and meetings need
greater security and safety measures to be taken. Like in case of auction events, the assets
which is actually the subject matter of the event, must be kept in a safe and secure
manner and this can be ensured and kept in strict surveillance by installing CCTV
cameras at the event venue (Barron and Ali-Knight, 2017). Also, wedding events where
there are many valuable assets like jewellery and gifts along with guests, all these can be
given an extra security Through CCTV camera installation. CCTV cameras are best for
capturing each and every aspect of the event by giving them a closer view.
 Crowd control: Employing large number of security staff to control crowd in large scale
events sounds quite expensive. So to cope up with this issue, there are emergence of
many event technologies such as event apps and beacons which is meant for facilitating
geo-tagging of the guests, thus allows for easy tracking and control of the guests.
CONCLUSION
From the above report it has been concluded that with the advancement in technology,
there are many ways that opens up for event management companies towards their growth and
development. The event industry is highly growth oriented creating employment opportunities

within the industry. Also, the event industry is very innovative where it seems that every next day
a concept is emerging. With the increasing and changing needs and expectations of various
stakeholders or clients many innovations are taking place every now and then. Safety and
security measures and related services from event management companies are at high demand by
clients at venue for ensuring their guest’s safety and security. Thus, it can be said that event and
conference industry has provided many career opportunities to the society along with the
provision of better experience by managing their events to make it successful and memorable.