Small Business Event

Discuss about the Business Event Management and Business Event Demands.

A successful business event demands for the instruction of an efficient facilitator that can scrutinise the entire operational channels and make use of an adequate resources to the optimised level. In the background of the similar context, Whitfield and Dioko (2011) determined that the facilitator enacts to be the most significant part that mediates the operational channels lucratively to avoid the discrepancies.  The business events involve several experts to deliver the industrial message, thus, the overall business formation needs to be organised in a professional manner to mitigate the expectations of the experts. According to Allen (2009), the business personals prefer to conduct the business events with the purpose of increasing the brand recall options amongst the prospective clients. In the majority of times, the company personnel initiate the event conducting approach to improve the networking options, brand recognition and product accessibility. The current essay attempts to analyse the spatial, functional and the operational necessities of the three venues with distinctive scenarios. The first scenario deals with the small size of business events with the total 200 delegates and 10 exhibitors. The second scenario endeavours to deal with the medium size business events for the consecutive tenure of six to eight days. Finally, the third scenario covenants with the international event conducted for the continuous tenure of 5 days.

The small business event would be held in Four Seasons Hotel Sydney.

The foremost action of the organisers is to find out the special banquet venue. On the determination of the above assertion Lee (2009) stated that the spacious venue often makes the presentation audible, thus, the audience can get engaged with the conference for a longer period of time. The particular action would enact to be the useful measure to convey the purpose of the business event professionally before the target audience. A successful small business conference required the participation of at least 200 delegates and ten exhibitors. In the similar instance, Whitfield and Dioko (2011) specified that the total strength of 200 delegates highly demands for the banquet dimension of 14.7 x 23.8 metre with an area of 360 square metres. The specific dimension of the banquet is highly spacious to accommodate the total strength of 200 delegates and ten exhibitors. 

The traditional marketing activities are majorly initiated to increase the concept of the business events towards the prospective clients. The small business event organisers need to undergo the ATL (Above The Line) activities to enhance the visibility of its conduction process. In the circumstance of the existing context, Allen (2009) determined that the business organisers need to appoint the Personal Relation (PR) expert to undergo a press conference. In the opinion of Lee (2009), satellite TV, LED television, Wi-Fi is required to conduct the show successfully. The superior facilities are highly available in the Four Seasons Hotel Sydney.  The chosen venue offers an executive writing desk, fax line, voice call services and the international dial call facilities. A separate technical team would be allotted for the audiovisual purpose to assist the delegates to deliver the messages with correct modulations. Four motorised projector screens, Wi-Fi access, video conferencing amenities and ten functional rooms would be appropriate to oblige the purpose of 200 delegates at similar time tenure.

Medium Size Business Event

The tenure of two days business conference would necessitate the restroom, dining, meeting rooms and personal care facilities. According to Preston and Hoyle (2012), the banquet division of Four Seasons Hotel Sydney offers a contented accommodation with 41-43 square metres bedroom, the basic required toiletries and a separately attached bath shower (www.agoda.com, 2016). The meals and the soft beverage offerings create a positive impression on the delegates, which leads the overall event towards the successful completion.

The medium size business event will be conducted in the Metro Hotel Marlow Sydney Central.

The accommodation with the total strength of 600 – 1500 delegates and 50 exhibitors would necessitate a considerable size of the venue. Lee (2009) asserted that the site of the business conference venue needs to have a satisfactory sitting arrangement, which avoids the back and side brushing option of the delegates. The banquet division of Metro Hotel Marlow Sydney Central has the dimension of 16.1 x 33.2 metre with an area of 600 square meters. According to Allen (2009), the stage of the amphitheatre where the exhibitors will deliver the speech requires being visible conspicuously from the farthest corner.

The strength of the 600 – 1500 delegates is considerably high. Therefore, the dimensions of the hall need to be larger than the previous venue. Whitfield and Dioko (2011) determined that the speeches and the presentation execution needs to be proceeded with the support of high-resolution screens, microphones, projectors, speakers and efficient procedural supports need to be upheld to resolve the technical issues.

It is essential to offer a perfect wireless connecting to improve the overall operational performance of the current business event.  A warm greeting with a welcome card needs to be given to the participants by specifying the venue details. Also the event timing and schedules of the activities should be communicated to the delegates. In the opinion of Lawton (2011), the conference events need to be pre-planned and tightly scheduled to enhance the guests’ satisfaction and attractiveness. Well-planned event details would help the delegates for identifying the entire set up for the concurrent conference sessions. Therefore, the different seating arrangements along with the restrooms, entertainment session and the several food services are required to be informed to the delegates before initiating the overall event. Hence, the overall operation for the business event could be successful while offering a well-equipped system and planned activities to the delegates.

Large International Event

The present requirement of a large conference room fits with the venue of Marriott Hotel, Sydney.

A major international 5-day conference is going to organise in the current scenario. The current scenario has the number of delegates or the exhibitors so that the spaces for the concurrent session, social activities and the plenary requires to be selected for accommodating the 5000 delegates. The gala dinner facility needs to be organised for the delegates and the exhibitors in this current scenario. It can also be assumed that the participants would encompass with a diverse group of members (refer to Appendix, Exhibit 3). Considering the opinion of Mo et al. (2015), the multiple halls and the different types of an audio-visual round are needed to be incorporated to increase the interaction with the delegates. Thus, the overall decoration needs to be well equipped and gorgeous to draw the attention of the participants. The beautiful appearance and the lucrative decoration could also enhance the overall event attractiveness (Korstanje, 2009). Hence, it would be possible to make the event more lively and dynamic.

Considering the words of Merrilees and Marles (2011), the social activities like the audio-visual elements are required to entertain the 5000 delegates and the 400 exhibitors. Volunteers are needed to be employed to serve the group of representatives. As per the view of Edwards et al. (2014), a set of a questionnaire is required to be sent to the delegates to identify the food preferences. In this current scenario Mo et al. (2015) stated that the organisers need to be concerned regarding the sentiments of the delegates. Hence, the overall event strategies need to conduct without hurting the emotional aspects of the delegates. Therefore, the event managers need to be careful regarding the different cultural values for the delegates.

The event organisers need to be aware relating to the success of the conferences by meeting up the international standards to preserve the individual demand of the representatives. There can be various types of an award ceremony, games and the other recreative programs to enhance the event attractiveness towards the delegates (Lawton, 2011).  According to the opinion of Merrilees and Marles (2011), the professional event coordinators require being incorporated for preserving the cross-social business environment. It would also be helpful to execute the detailed arrangements for entertaining the delegates with the music events, dance programs and the other mode of entertainments. The healthy food items along with the delicious dishes and beverages need to be organised by the event management group to enhance the success of the entire conference (Korstanje, 2009). Adding to this, the event organisers need to be concerned about the safety measures of the participating delegates in the conference. The medical and security parameter, individual room requires to arranged by the event coordinator. Supporting this Edwards et al. (2014) added that presentation of the entire conference and the reward function needs to be organised with full of active and energetic ideas. Hence, the delegates belonging from diversified cultural categories would be satisfied with the current services and entertainments.

The present study indicates that three different types of requirements are considered while managing the business event, conference known as spatial, functional and operational. The event management teams play a significant role to accommodate a diversified range of delegates into the particular event location. A series of hospitality services is to be associated to execute the operational activities successfully. A successful business event can be promoted to merge the individual social thoughts of the different delegates. Hence, the well coordinated, attractive and energetic business events could help the managers to implement the significant changes deliberately in the current business conference.

References:

Allen, J. (2009) Event planning: The ultimate guide to successful meetings, corporate events, fund-raising galas, conferences, conventions, incentives and other special events. 2nd edn. United Kingdom: J. Wiley & Sons Canada.

Book Four seasons hotel Sydney Sydney, Australia: Agoda.com (2016) Available at: https://www.agoda.com/en-in/four-seasons-hotel-sydney/hotel/sydney-au.html?checkin=2016-08-04&los=1&adults=2&rooms=1&cid=1410203&tag=71177958-f1c1-c449-afff-67983d945b10&searchrequestid=b292777c-cb9a-4c18-bac5-7085b5c90dbc#lightbox (Accessed: 26 July 2016).

Edwards, D., Foley, C., Dwyer, L., Schlenker, K. and Hergesell, A. (2014) ‘Evaluating the economic contribution of a large indoor entertainment venue: An Inscope expenditure study’, Event Management, 18(4), pp. 407–420.

International, M. (1996) Watch Marriott change meeting culture through innovation. Available at: https://www.marriott.com/meeting-event-hotels/meetings/innovation.mi (Accessed: 26 July 2016).

Korstanje, M.E. (2009) ‘Reconsidering the roots of event management: Leisure in ancient Rome’, Event Management, 13(3), pp. 197–203.

Lawton, L.J. (2011) ‘Introduction: Special issue on sustainability in the event management sector’, Event Management, 15(4), pp. 313–314.

Lee, T.J. (2009) ‘The successful conference venue: Perceptions of conference organizers and hotel managers’, Event Management, 13(4), pp. 223–232.

Merrilees, B. and Marles, K. (2011) ‘Green business events: Profiling through a case study’, Event Management, 15(4), pp. 361–372.

Mo, C., Mistilis, N. and Del Chiappa, G. (2015) ‘The alignment between information and communication technology strategy and business strategy of professional conference organizers’, Event Management, 19(3), pp. 391–406.

Preston, C.A. and Hoyle, L.H. (2012) Event marketing: How to successfully promote events, festivals, conventions, and expositions (the Wiley event management series). 2nd edn. United Kingdom: John Wiley and Sons.

Whitfield, J. and Dioko, L.A.N. (2011) ‘Discretionary corporate social responsibility: Introducing the GREENER VENUE’, International Journal of Event and Festival Management, 2(2), pp. 170–183.

Zealand, A.N.J. (2005) Book metro hotel Marlow Sydney central Sydney, Australia: Agoda.Com. Available at: https://www.agoda.com/en-in/metro-hotel-marlow-sydney-central/hotel/sydney-au.html?checkin=2016-08-04&los=1&adults=2&rooms=1&cid=1410203&tag=71177958-f1c1-c449-afff-67983d945b10&searchrequestid=b292777c-cb9a-4c18-bac5-7085b5c90dbc#lightbox (Accessed: 26 July 2016).