Conference and Banqueting Management - Assignment Example

Conference and Banqueting Management 1 The size and scope of the conference and banqueting industry in the UK The hospitality industry is in general, a broad range of fields that falls under the category of the services industry. It is considered to be one of the biggest revenue-producing industries while also being immensely competitive and “fastest-growing.” (Twenty – Second Annual Evening with Industry Banquet,2014).The trade as misconceived, not only comprises of hotels and restaurants, but also tourist and travel services, contract catering, membership clubs, holiday parks and such of the sort. In fact, the sector also plays a major role in the smooth proceedings of many management functions of companies. This is through catering to the conference and banqueting purposes of corporate entities. Also the same has become an inevitable when it comes to weddings and other gatherings in general. Hence, the conference and “banqueting” (Sales Coordinator/Executive. n.d) business in itself has developed into a profitable and pioneering industry with a whooping scope of advancement. The UK and European economy has overcome certain fragilities in the recent years accountable to the global financial crisis and the government’s austerity measures and has mounted a powerful and sturdy recovery over the recent years. Investments in terms of reshoring, i.e, transferring a business to its country of origin, favours the services and manufacturing industries the most in the recent future. Hence, predominantly the hospitality sector, in particular, the conference and banqueting sector forecasts colossal changes in the years to come. Conference and business events are worth “18.8 billion” (Koss et al, 2012).every year in the UK economy. Being the third largest to provide employment in the UK, the hospitality sector categorises labour to various provisions as per functionalities namely corporate and individual businesses. Around “10 percent” (Murphy, n.d). of the UK workforce comprises of those engaged in the hospitality sector as per statistics of 2014. The hospitality industry remains a significant sector of the economy, with an annual turnover of around £40billion (Trends & Statistics, 2008, British Hospitality Association). The conference and banqueting sector embraces the idea of self development to flourish as a responsible business by building brand power and customer loyalty. This can be achieved through delivering innovation, value and quality in the tasks involved. 1.2 Factors that have influenced the development of the conference and banqueting sector Success of any given event relies on several factors, the role of conference and banquet catering being the paramount of them all. A successful turnout of an event can be interpreted as an illustrious balance between maximising the potential of an event space, entirely adhering to the food-beverages-space-ambience demands of the consumers or the consumer group, all within the budget “constraints” (Hoteliers find themselves preparing strategies for a new era—one of optimistic global growth but also one of unprecedented change in the global economy and the technology landscape,2012).proposed. With the recovering growth of the UK economy along with the government intervention to support the financial system, it is needless to say that employment demands are highly sought out for during the current scenario. Anticipative employees are highly motivated to perform tasks efficiently for adjusted earnings. With adequate low cost and skilled labour available amply, the staffing requirement for the conference and banquet sector are sufficed inadvertently. Hence, jobs in the sector are on the rise and opportunities are many. Since UK is part of the European economy, a fairly stable political entity for more than 10 years with international trade legislation that favours imports, the political environment is indeed reassuring for the conferencing and “banquet” (Hospitality industry Occupational Job Dictionary Restaurants and Catering, 2004). Industry. Socio-economic status of the customers is another important factor that affects the industry. To understand the customer’s requirements and to purvey to their demands, one needs to identify their reason for their visit. Consumer expectations are high and wavering day by day. Corporates today draft a conference or an event by scrutinizing the professional getup of the entire ambience and the banquet prerequisite. As per the current trends, customers are willing to spend amidst all odds. “Technological”(Developing Innovations: What Factors Impact the Performance of Chain Affiliated versus Independent Hotels, n.d). factors largely influence the idea of globalisation, which creates a great impact on the hospitality industry, thus persuading people to think in terms of expanding their business globally. Digitally active consumers today are able to freely interact with brands, thus calling out for the need for an assured brand image and proper marketing oriented measures. Factors affecting revenue generation needs to be analyzed accurately. The “external environment” (Travel, Tourism and Hospitality Operations Management, n.d). as dynamic and challenging it is, urges the conference and banqueting industry to constantly upgrade and modify itself constantly. 2.1 Key strategic and operational issues involved in the effective management of a given conference or banquet.ver faster rate. Diversity of venues: Banquet facilities also called “event sites”, may either be a freestanding or dedicated centre, or may be a part of a hotel or other enterprise. The diversification of the venues in itself poses a threat to the smooth functioning of any event be it corporate or consumer like Depending upon the need of the consumer, a sizable event may be allocated to a dedicated conference and banqueting centre rather than a facility within a running “hotel or restaurant” (Snarr, Environmental Planner Kim Pezza and Recycling Intern, 2000). Appropriate location of the enterprise is a crucial factor as an easily reachable location is most opted for. Hence, an otherwise located venue demands for considerable marketing and advertisement measures to be taken. Services and facilities, including technical ones need to be specific in terms of the demands of the consumers. Planning techniques: Decision making procedures undergoes several stages of thought both at the individual level as well as a group from accepting the order of an event to its execution. Information regarding the proper undertaking is gathered through various sources. The proper “execution”. (Air Mobility Command Interior Design Guide, 1999). of an event requires a defined set of varied and skilled staff with duties ranging from welcoming the guests, accompanying them to the venue, providing with food and beverages as and when requested by the guests. Hence, a team of dedicated staff, or ones provided with appropriate training is a requirement. Tailor-made and budget friendly proposals are designed based on the demands of consumers. In order for the business to be profitable, It is necessary to be within the designed profit margins. Therefore, one of the major issues lies in creating a perfect balance between the both. Hygiene regulations play a pivotal role in the hospitality industry and hence, health and safety issues are sought out specifically. Operations within the enterprise should be fully complying with the current regulations of the “concerned” (Chapter-7 Fire Protection and Fire Safety Requirements, n.d). authorities. Performance and quality: In an industry that relies on customer satisfaction for the profit and revenue maximisation, it is essential that certain performance and quality standards needs to be maintained. Several evaluation and review techniques are used within the working of the enterprises to ensure this. The clients of such industries make a close watch as to what advantages or benefits are available with potential competitors and may make a shift towards the likely beneficial. Besides, the management of the project is conducted such that the project is divided into tasks; timing needed for the whole project determined by the sum of time needed by each task at hand. The “quality assurance” (London, Paul, 2003). Is also carried out like wise. Hence, rigid and fool-proof plan of performance and quality techniques needs to be devised by the conference and banqueting industry in general, which take years of practise and proper devices to receive honest and reliable feedback from the customers. 2.2 Performance and quality review techniques used by the conference and banqueting industry Main issue concerned with the conference and banquet industry lies in identifying appropriate quality and performance measures. The intangible nature of service as a product makes it all the more difficult to quantify data for measurement. However, over the years several techniques have been worked out particularly for the services industry to ensure best service, like TQM or total quality management. “TQM” (Al Manhawy, 2013). has developed notable success in identifying quantifiable or measurable data and devising a scientific method to analyse quality measure to be undertaken. OBM (Organizational behaviour methods) are being used to review performance in the conference and banquet industry at large. Client and guest evaluation procedure: Honest and accurate portrayal of a guest experience can be inferred through reliable and innovative feedback methods. This technique helps not only to find and fix faults to maximise repeat business, but also to identify missed “revenue opportunities.” (Weber et al, 2013). This method also helps not only to capitalise on the strengths but also to pinpoint the weak areas that require thorough and relevant methods of training. Venue appraisal: When an event is planned at a venue and while determining its viability, several factors need to be considered for smooth functioning and to enable maximum “customer satisfaction.” (Visit York Tourism Awards,2014). Guest or audience capacities, noise pollution and traffic generated at the time of the event, potential licensing issues are but some of the factors that demand review. People flow design and infrastructure sizing are other notable areas. Profit realisation: By measuring the actual profit versus the optimal revenue, an assessment of the performance can be done. One method to carry out the same is by outsourcing, wherein some tasks are allotted to specialised agencies with expertise in the area thereby cutting costs rather than designating the same jobs to unskilled or inexperienced in the same field. Current staff needs to undergo expensive training leading to loss of profit and time. Closed loop evaluation methods: Closed loop analysis is a review method that is used in the services industry also like other industries. Once the business goals are set, the processes are monitored continuously and minutely to ensure proper execution. The effectiveness or impact of the event is scrutinised diligently, thereby leading to a realignment of the previously set goals. Planning cycles are generally set for a long period of a year or more. Hence, the continuous revision of various tasks in the “Banquets and Conferences,” (Grand Hotel Win, n.d). Leads to remould the planning and decision making techniques. Results of the actions carried out thereby displays immediate results. e.g.: waste management techniques can be re-designed every time the closed loop review method is used as resources and waste management is a crucial part of the food industry, in particular to the context, the conference and banqueting sector. 3.2: Factors to consider when organising an off-site conference or banquet: An off-site event is one wherein the event is conducted at a place separated away from the organiser’s location. Hence, several key factors need to be considered in such a case. The environment and atmosphere must be the foremost deciding factor in arranging an event. A crowded and noisy place is less likely to be opted for a professional conference to be conducted. Hence, while planning the facilities, décor and layout of the whole event, the environment should necessarily be thought of. The selected provisions should be such that it is flexible enough to cope with the changing demands. The number of customers expected is crucial when determining the accommodation facilities and seating arrangements. The prices charged are reflected upon the time the guests are willing to spend and the quality they expect. If a high- end location is decided, the facilities should also meet the requirements, this being the highlighted policy of such an organization. Once the catering operations are correctly allocated to the respective departments, the organization should then make sure that the yield of the production and services meet the customers’ demands and expectations as requested. The conference and banqueting team should be aware of their respective duties throughout the event, starting from welcoming the guests, accompanying to the venue, managing the smooth flow of drinks and food service , handling technological details, addressing issues of the guests as and when required and receiving reliable feedback. Menu planning strategies needs to be considered appropriately for such events. An off-site location calls for several challenges, one being the technological demands of the consumer or the consumer group. E.g.: Especially when organizing a corporate meeting or conference, a proper Wi-Fi connection needs to be ensured to cater to the needs of the digitally active consumers. 3.3: Analyse the key menu planning consideration for conference and banqueting events Some “key factors” (Potvin, 1983). to analyse when designing a menu for a conference or banquet is discussed below: 1. An understanding of the guest profile and preferences is required to determine what type of menu they are going to like depending on the type of event to be organized. 2. Menu choices can be provided based on the likes of the food and the budget preferred. Usually, business groups prefer an “all-in-one” delegate rating which includes drinks, food and room hire throughout the day. Hence, less expensive options should be considered while planning the menu choices as it also should fit the profit margin. Informal groups may order a menu choice that may be elaborate especially if the event being organised comprises of a limited number of guests. 3. Time of the year and the location of the event play a pivotal role in deciding to incorporate seasonal and fresh food items. This serves as a way to maximise profits in a large way. 4. Event time scheduling is also important in planning a relevant menu. Usually, caterers provide guests with choice-of-day rates, i.e., depending upon the guest’s choices a trade-offis given in terms of compromising with utilisation of services for particular timings. Many clients usually prefer breakfast meetings, as this gives them maximum usage of function facilities during quieter hours. 5. Special needs should be anticipated, i.e., food allergies or religious concerns should be taken special care of. 6. Finally, presentation of the food is of utmost importance hence, special care should be given to every detailing involved in both the food as well as the relevant ambience. 4.1: Ergonomic considerations for a given conference and banquet Space utilisation techniques: Depending upon the type and size of the event, be it an informal gathering or a business get together, conference or seminar, the seating arrangements have to be made accordingly. The rooms or space allocated should be most suitable for the purpose and should fulfil requirements of the consumer in terms of size as well as the décor or ambience. The total style or getup varies from event to event. In cases of a large scale wedding or a high profile business meeting, the comfort and convenience of the consumer group needs to be met accordingly.CAD or “computer-aided design” (Bilalis,2000). Packages are highly sought out in today’s scenario in cases of seminars or conferences. E.g. in cases, of a training course, seminars or quiz shows, a system called Digivote, is used to record audience vote and responses. A multi microphone environment is preferred in some cases. Quality of environment: Another important ergonomic factor that the “conference and banqueting” (Cousins et al, 2011). industry depends on is the quality and constitution of the environment. Proper ventilation and air-conditioning must be ensured especially in events with a huge turnout of guests. A large crowd poses more threat to the security and related aspects than a small one. If in cold climatic conditions, it is necessary for the organisers to ensure adequate heating facilities. Floor spacing depends upon the consumers’ choice of seating arrangements and such. Accommodation for delegates are also arranged as per request in some cases, this accounts for increase in the occupancy rates and hence, in profit maximisation. Audio-visual: Today hotels and conference centres offer excellent state-of-the–art “audio-visual” (The Star your Event: Communication and Internet.2009) facilities which enhance the total event experience. Lighting, sound and special effects are provided according to the mood of the event and the ambience. Video projections and computer disc presentations have become part of the essentials in any conference, seminar or business meeting. Conclusion: The study reveals the scope and factors affecting the conference and banqueting industry in the UK economy. It also discusses the various strategic, operational and ergonomic issues involved in the sector. While analysing the requirements to organize an event and menu planning, the study also discusses the current performance and quality review techniques used in the conference and banqueting industry in the UK. References Air Mobility Command Interior Design Guide.1999. Directorate of Civil Engineering. 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