Managing the Event.
By Sarah Muxlow ~ exclusively written for 4Hoteliers.com
Wednesday, 18th October 2006
Event Management is becoming the hot new job in many sectors of hospitality. For some GM's are employing an in-house co-ordinator for events whether it be for weddings, cocktail functions, product launches, trade exhibitions, promotional launches or conferences, means providing the extra service that is essential to gaining a competitive edge. 

The reason for this need is that Events have varied requirements and are increasing in frequency. Today, providing the facilities in many sectors is beginning to be only half the job. The 4 and 5 star hotels compete not only to offer good corporate room rates, provide the room for hosting an event  but to gain and keep the loyalty of visiting corporates by organising the complete package.

Why are more guests asking for such specialised services? The importance of an event is increasing in significance and impact. For a company it is about smoothness in operation, portraying their image and creating awareness of themselves and what they stand for in the eyes of their industry. It is about demonstrating taste and reflecting personal choices and likes.

Whether the event requires a modern bar or an intimate gallery, formal tie or corporate colours, a memorable positive event is required. Whether simple or extravagant, it takes an incredible amount of time to plan, order and check details; The venue, the theme, stationary, the catering, graphics, billboards, flowers, mailing services, name tags, registration forms…. Frequently professional signage is needed.

In addition to time and importance, there is the frequency and location. Conferences aren't always held in the corporate home town. Lack of in-house local knowledge from the company's point of view coupled with the possibility that an event may only be held once a year at this particular hotel or conference centre makes an event co-ordinator employed by the hotel and invaluable service.

Event co-ordinators work to ensure a stress free suitable appropriately stylised function. Whether hosting and co-ordinating conferences, conventions, exhibitions or high profile events, managing is as much about situations as personalities.

To assist in this niche demand for employers, hotel training institutes are providing professional courses. Take for example the Swiss Hotel Management School's programmes. Located in the traditional home of hotel management amid the range of courses in hotel management are events management diplomas, degrees and post graduate programmes. As with any hospitality style course there has to be strong focus on the practicalities; Project planning, management meetings, conference markets…students are required to plan, organise and carry out a full scale banquet of one kind or another in order to prepare to hit the deck running when their first event arrives.

SpotLight is the weekly column exclusively written for 4Hoteliers.com by Sarah Muxlow, it is highlighting the challenges and issues which the global hospitality is facing today.

Sarah is writing for hotel and restaurant owners, hotel chain managers, producers/growers/sellers of food & beverage, restaurant associations, governing bodies and hotel schools. She is looking at the problems they face...competition, trends of branding, staff shortages, unskilled staff, turning out students who are looking for good in-house management training schemes with hotel chains, what makes a good quality training course at a hotel school and more... 


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