Detailed Report: Managing Conference and Events for Premier Inn London

This report delves into the multifaceted world of event management, focusing on the context of the hotel business, specifically Premier Inn. It begins by outlining various event categories, such as corporate, private, and social events, that Premier Inn could organize. The report then analyzes current trends influencing the event sector, particularly in light of the pandemic, discussing industry performance, attendee experience, event destination, and design trends. A significant portion of the report is dedicated to designing the layout for a hypothetical 50th business anniversary celebration at Premier Inn London, detailing the venue setup, theme, seating arrangements, and additional facilities like lighting, screens, and food services. Furthermore, it examines the additional services that the hotel management can provide, including security, hygiene, DJ services, and photography. The report also addresses the role of management within the event sector, highlighting required management skills and personal attributes, and it concludes by outlining measures necessary to ensure a secure and safe event venue.

Managing Conference and
Events

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Different categories of event to be planned and organized by the hotel business.......................3
Analysis of current trends influencing the event sector to adapt new business environment......4
Layout of 50th Business anniversary celebration at Premier Inn London...................................5
Additional facilities provided by the event management of Premier Inn London.......................3
Role of management within the event sector...............................................................................4
Management skills and personal attributes required to work within event industry...................5
Measures required to provide a secure and safe event venue......................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Planning and organizing the events is the best way to promote the product and services of
any business. This report is based on the understanding of the different categories of event within
the context of hotel business of UK namely “Premier Inn”. This report will also discuss the
features and current trends influencing the events sector along with the analyses of those trends
which helps the event sector to adapt new business environment. The report will also design a
layout in order to plan and organize 50th Business Anniversary Celebration of the company along
with evaluating the quality of the layout. This report will also discuss the additional services the
hotel management can provide during the anniversary celebration. This report will also discuss
the current employment opportunity in the event sector and evaluate the management skills
required to create successful event. At last the report will also put light on the different measures
with the help of which hotel management can provide safe and secure event venue.
MAIN BODY
Different categories of event to be planned and organized by the hotel business
Event management is a process of analysing, planning, organizing, evaluating and
conducting an event by the event manager. It helps both the parties (i.e. the business who are
conducting the event and the parties for which the event is get conducted by the event manager)
in order to promote and expand their businesses (Yodsuwan, Pathan, and Butcher, 2020). For
example, in the given case the event is planned by the event manager of Premier Inn hotel and
the different categories of event they can conduct are:
 Corporate events: Corporate events are the events used by the businesses which
includes business meetings, conferences, seminars. It also includes the achievement
parties, anniversary parties, launch of new product and services, trade shows etc. It is
conducted in order to promote and expand companies brand name. It is different from
other event categories as it involves large public gathering in order to build professional
relationship with employees, public, media etc. For example, event management can
conduct the business meeting of different companies in their meeting rooms. They also
conduct product launch & business anniversary party in their hotel conference hall by
considering the objective of the event.
 Private events: Private events are the events used by the individuals which have certain
guest limits and is not open to all the public. It includes wedding, weeding receptions,

birthday parties, festivals celebration etc. It is conducted in order to enjoy the occasions
with their loved ones, family members and closed-friends. It is different from the other
categories of event as in this host wants privacy in their event (Baker, 2018.). For
example, hotel can organize different private events in their wedding venue, garden area,
birthday party venue etc. after considering the perspective of the event.
 Social events: Social events are the events used by the individuals and social institution
in order to raise funds from the public. It includes events such as sports event, charitable
auctions any sponsored runs, walk, cycling etc. It is different from other event because it
is open for all public, businesses, society etc. Any individual and businesses can take
part and contribute to charity in order to increase their goodwill. For example, hotel can
organize different social events in their hotel venue keeping in mind the objective of
event and it also helps in increasing their goodwill as well.
Analysis of current trends influencing the event sector to adapt new business environment
Nowadays because of this pandemic situation and different environmental changes,
analysing the current trends affecting event sector and adapting it is crucial for businesses
dealing in event management (Jones, and Moital, 2017). For example, the event manager of
Premier Inn hotel plan and conduct different events. So it is necessary for the event manager to
analyse and understand the current trend such as industry performance trends, attendee
experience, event destination trends and event design trends.
 Industry performance trends: Analyses of the current situation of COVID-19 and the
news about the vaccination trial interpret that conducting the live events is risk taking in
current year as well. So adapting this environmental changes, event management can
conduct virtual events for the businesses meetings. It is the best way to show their
contribution towards safety and security of the people. In recent time all are moving
towards virtual activities rather than manual activities.
 Attendee experience: Analyses of attendee experience during the virtual meetings
interpret that they have experienced technical disruption and audience fatigue. The
analyses also say that the host's lack of knowledge disturb the whole meeting
environment. So while adapting these trend, event management must keep in mind that
conducting the virtual meeting is an art. Event manger must check and test all the

equipments, Wi-Fi connection before starting the meeting and also make sure that the
host have sound knowledge regarding the event.
 Event destination trends: Analyses of event destination during this pandemic situation
interpret that the destination of event will either be manually and virtually depend on the
no. of cases arisen in that city or state. So in this case, event management have to create
multiple backup plans in case if their events get postponed, moved online or get
cancelled. Choosing the destination by the event manager is also based on the strict social
distancing measure in this current COVID-19 situation.
 Event design trends: Analyses of the event design interpret that the hybrid and virtual
events are the future of the event sector because of the COVID-19 situation (Liang,
Fortinet Inc, 2020). So by adapting this trend, event management have to expand the
skills of their teams by host training, training regarding how to produce digital content,
event video editing etc. in order to maximize the industry potentials.
Layout of 50th Business anniversary celebration at Premier Inn London

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GOLDEN THEME ON 50TH BUSINESS ANNIVERSARY
Podium Big screen
Owner and VIP space
Guest space
Premium
guest space
Security
guards
Awards
space
Lighting
DJ space
Foods and
drinks table.

The layout of conducting the 50th business anniversary of the company involves the
various facilities which is planned by the event management of Premier Inn London. The venue
where event is planned to be conducted by the event management is large conference hall of
Premier Inn. This area is selected on the basis of budget information and public capacity of 600
people provided by the company (Todd, Leask, and Ensor, 2017). It involves various facilities
such as theme facility, sitting facility, lighting facility, Big screen facility, food and drinks
facility, stage facility, video covering facility and awards distribution facility.
 Theme Facility: Theme of any event is the first thing which attract the public attentions.
As the event is planned on the occasion of successful completion of 50 years of business.
Covering the whole event venue with golden theme is the best suitable for celebrating
golden jubilee of the company.
 Sitting Facility: The sitting arrangement of this event is divided into three parts. The
sitting arrangement for owner and VIP guest is on the stage. The sitting arrangement for
150 premium guests including owner's family member is on the balcony area and sitting
arrangement for 450 other guests is on the main floor.
 Lighting Facility: Lighting of the event have great impact on the public attending the
event and also in video shooting of the event. So event management is decided to cover
the venue with LED lighting.
 Big Screen Facility: EM is also planned to set-up a big screen for the presentation
purpose. It is because company wants to launch a new product on this auspicious
occasion of completion of 50 years of business and wants to present the structure of new
product to the public.
 Food and Drinks Facility: Foods and drinks is the only facility which is available in all
the categories of events. So event management is decided to add refreshed home based
ice drink bucket. They decided to include all types of food and alcoholic drinks such as
Italian, Chinese, German etc.
 Stage Facility: Stage facility is planned by the event management to conduct different
stage performance. Stage area also include the podium from where the whole event is get
hosted. It is also used by the owner and VIP guest for their thanks speech. Big screen is
also covered in the stage area.
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 Video Covering Facility: Event management also planned to cover the whole event in
video recording as well. So for this they decided to cover whole event venue with mini
cameras and some big cameras to cover the recording of stage performances.
 Award Distribution Facility: Company's wants to distribute award to their staffs for
successfully completing the targets of the company and motivating the employees of the
company. So for this purpose, event management is decided to arrange awards for the
employees of the company.
Additional facilities provided by the event management of Premier Inn London
The Additional facilities provided by the event management helps in building the strong
relationship with the clients (D'Alessandro, 2018). The additional facilities the EM of Premier
Inn can provide to their client are:
 Security facility: Arranging any event involve large public gathering and this increases
the responsibility of the event management regarding the security of the public. So event
management have to plan to properly incorporate cameras and hire security guards in
order to reduce responsibility.
 Safety and Hygiene facility: Nowadays due to this COVID situation hygiene and safety
becomes the first priority of every individual. So event management have to plan to
provide this additional facility by arranging sanitizers in each table, proper temperature
checking of each people and arranging masks for each people attending the event.
 DJ Facility: Every event looks incomplete without dance performance and music. So in
order to cheer up the public, event management have to plan to provide the DJ facility to
the client as their additional services.
 Arranging Cake Facility: Event management have also plan to arrange the golden
colour and anniversary theme cake for the client on the occasion of 50th business
anniversary celebration as an additional service.
 Welcome Drink Facility: Welcoming the people in the event with a welcome drink is an
additional facility event management can make available for their client. So EM have to
plan to welcome the people with a refreshed welcome drinks with different flavour.
 Return Gift Facility: Event management also plan to return some gift from their side to
the attendees of the event in order to promote their business as well. For example, a pen
with the logo of Premier Inn London.
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 Photography Facility: Event management have to also plan to organize an area in the
venue for clicking group photos, individual photos with the client business logo. They
also arrange photographer for the purpose of clicking the photos.
 Assistance in availing sponsorship facility: For managing the event, clients need funds
for the same. So event management also plan to assist the client with different sponsors in
order to raise fund which meet the requirement of their budget. This is also one of the
additional facility provided by the event management.
Role of management within the event sector
Event management does not mean only event planning. It also includes different career
path and roles that an individual must poses in order to make their career in the event sector
(Hoffman, and Tadelis, 2021).
 Event technical expert: Nowadays continuous increase in the technology and innovation
have great impact on the event industry. Every event planning must include DJ, lighting,
big screen etc. During this pandemic situation, events are also organized in virtual mode
for which the requirement of technical exert are on high demand.
 Social media coordinator: Role of social media coordinator is increasing day by day in
the event industry. Social media is a powerful tool through which event business can
attract the attention of public by posting videos, photos, designs etc. Because of
continuous change and growth in social media makes this SMC role the very existing
role.
 Conference architect: This role is similar to the event designer. But their focus is more
on building and tailoring structure of whole event rather than just considering the inside
looks of event. In order to make the whole event successful the event designer and
conference architect have to work together.
 Manager of event security: While planning and organizing any event, it is the prime
duty of event management to take responsibility of the safety and security of each and
every attendee of the event. This role is important as security manager will look up the
arrangement of whole security such as hiring security guards, checkpoint security
procedure etc.
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 Sponsorship manager: In order to make an event successful, having SM in the event
management team is must. SM is always comfortable in asking the sponsors for funds to
invest in the event with mutual benefits of both side. So for the purpose of arrangement
of sponsorship, SM are high on demand.
 Virtual event planner: Planning the live event and virtual event are two different things.
Due to this pandemic, many businesses meeting and event have to planned in virtual
mode considering the perspective of the event. Nowadays companies are also working
with the freelance virtual event manager which increases the career of this role in the
event sector.
Management skills and personal attributes required to work within event industry
Event management play a significant role in planning and organizing event of their
different clients. For this purpose, event managers must have management skills and personal
attributes to expand the business (Leal, and et.al., 2018). For example, Premier Inn London hotel
hires the event managers for their business on the basis of following MS and personal attributes:
 Interpersonal skills: In order to make an event successful, an event manager have to
work with their other team members. So for this purpose, they must have interpersonal
skills. They must have the ability to talk and listen with their team member.
 Flexibility: Planning an event does not mean that it will remain fixed all time. Things can
change at a point of time, where the flexible skill of event manager is considered. Having
adaptable to change and ability to turn negative change into opportunity is the key skill
must poses by event manager.
 Creative and innovation: Creative and innovation is one of the major skills of event
managers. EM have to deal with the various challenges and have to think differently in
order to solve those challenges.
 Good time management skills: Event managers must have the ability to complete the
tasks with proper time management. It helps them to be more productive in achieving
their targets within a limited time.
 Leadership skills: Event manager high quality leadership skill help to guide their team
members in order to achieve the end targets of the business. So EM must have this skill
as well in their quality list.
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 Passionate and energetic: In order to achieve the targets of the business, it is
compulsory that event managers are passionate and energetic towards their work. It is
because events are going to high in demand in the near future.
Measures required to provide a secure and safe event venue
Considering the safety and security of the attendees of the event is important part of
planning the whole event (Donovan, and Hussain, SecureNet Solutions Group LLC, 2018). The
different measures require to provide a secure and safe event venue of corporate event which is
also available in other event as well such as social and private events are:
 Hire the best: Event management have to plan the whole event in such a way that in case
of any emergency situation arises during the corporate event, they have arrangement for
the same. They hire the dedicated private security guards to keep constantly eyes on their
attendees of the event.
 Know the attendees: At the time of entrance of the attendees in the event, asking them to
show their ID are the basic security every event manager consider while planning an
event.
 Visit the venue: Before planning any event, it is must for the event management to visit
the venue to analyse and inspect the location for security measures. For example, event
manager of Premier Inn have to visit and inspect the large conference hall before
planning the event of 50th business anniversary.
 Backup plan: EM have to always ready with some backup plan in case if situations go
out of control. For example, in case if event management planned the whole event as per
the public capacity of 600 but only 400 people attend the event. So EM must have backup
plan such as cost management of this contingency arises in near future.
 Educate the team: EM have to provide all the necessary information related to security
of the public to their team before planning any event. For example, Providing the
information about how many gate event venue have, information about emergency gate
etc. to security guards.
 Watch out of suspicious luggage: In case if any person come in a notice of any
unrelated luggage. They have to immediately call the security staff and let them have a
look on it.
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CONCLUSION
In order to make an event successful, the role of event management having management
skills and personal attributes is significant. This report concludes the different categories and
dimensions of event an event manager can organize in their business venue such as Premier Inn
London hotel. This report also concludes what are the current trends influencing the event sector
and their impact on event sector to adapt the new business environment. The report also design
the layout of 50th business anniversary celebration event in the large conference hall venue along
with the basic facilities provided by event management. This report also concludes the different
additional services that event management have to provide to their client. The reports also
analyses the current job opportunity by exploring the different management role within the event
sector. At last the report also state the various management skills along with the measures
required to provide safe and secure event venue by the event management.
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