Introduction to Hospitality Unit VI

BHM 3010, Introduction to Hospitality 1

Course Learning Outcomes for Unit VI Upon completion of this unit, students should be able to:

8. Distinguish necessary components of management styles for successful travel industry professionals. 8.1 Determine the steps a meeting planner would have to follow when planning a meeting or a

seminar. 8.2 Create a complete plan for organizing an event utilizing the same steps that an event

planner would follow.

Reading Assignment Chapter 12: Meetings, Conventions, and Expositions Chapter 13: Special Events

Unit Lesson This unit explores the adventurous part of the hospitality industry, since you never know what might come up. A majority of people have attended an event, meeting, conference, workshop, convention, or focus group. The behind the scenes activities, or what it takes to make these happen, is the focus of our studies. The responsibilities of an event planner may include the coordination of meetings, events, conventions, and smaller gatherings such as weddings, workshops, and even private fundraisers (Walker, 2013). This type of position can create the perception of being exciting, preeminent, and even glamorous; however, the job can be and usually is tedious and challenging, requiring long hours and dealing with clients’ demands. To begin with, we will look at smaller get-togethers and the people who make them happen, and we will use a company district meeting as an example. The assembly of various company associates from across a district or state does not happen by itself. If the company is large enough, there is probably an individual such as a coordinator that arranges the meeting location, travel plans, lodging, food, speakers, refreshments, and even after-hours socials. If there is not an internal employee to handle this, then an event planner or meeting planner may be involved. A professional planner will do the same tasks for a fee. This can be priced as an all- inclusive package or by the number of people attending. There is a large market for these planners, especially those with strong connections to vendors and contractors. A meeting requiring a venue for a minimum of 25 people can begin at $10,000 and go up. Consider the cost of the last wedding you went to, and think about how much just the venue must have been. To visualize the importance of event planning, take into account that the average cost of a wedding in 2014 was approximately $30,000 (Hicken, 2014). While this amount may seem outrageous, if you accumulate all the costs included such as the venue, food, music, wedding attire, flowers, decorations, setup and breakdown, cleanup, liquor, bartender, and cakes, it adds up quickly. Even the smallest of gatherings can finalize with a larger number than budgeted, and they usually do. An event planner or coordinator, while also costing a sum of money, can actually save money by taking the time to examine all costs and eliminate those expenditures that are extraneous or have gotten out of hand. In other words, they pay for themselves in money savings and in stress savings. As noted previously, there is a large market for these services, both for commercial and private events. The planner generally bases their fee on duties assigned, and the larger the event becomes, the more money the planner receives in remuneration. As the events get larger, so do the companies/contractors that arrange it all. According to the American Society of Association Executives (ASAE), there are over 90,000 trade and professional associations conducting meetings and conventions (Walker, 2013). To meet this need, there are approximately 250,000 full and part time meeting planners working on the logistics of the meeting. The legalities are summarized in

UNIT VI STUDY GUIDE

Meetings, Conventions, and Special Events

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an enforceable contract that binds the parties involved. This includes the offer, the consideration (payment), and the signed acceptance. This is the most effective method of doing business. The execution of a contract must be mandatory. The rights of both parties must be protected in order to avoid any type of litigation. There are all different types of venues, such as convention centers, arenas, hotels, resorts, colleges, churches, or just any place that has a space large enough for people to congregate. Almost all of these can be utilized for a significant fee. The planning process will involve searching for and obtaining a venue that meets the event size and requirements. Large conventions or workshops, which meet annually, can move their meetings around the nation in order to accommodate their vast memberships. These meetings are scheduled years in advance in order to verify and maintain a schedule of future meeting locations and dates that can be publicized. Large convention centers usually have enormous areas that can be sectioned off into smaller venues. These smaller areas can then be used for break-out sessions, workshops, dinners, or even rented out to other organizations that could use that smaller space. Research a large city’s meeting sites, such as convention centers, arenas, coliseums, and sports venues, and you will find lodging across the street or even connected to these venues for the convenience of attendees. This is a hospitality sector that can be very lucrative for an event planner. The event/meeting planner has a list of these venues along with contacts which he or she will provide to a prospective client. Compensation will no doubt be delivered to an event planner that coordinates a large event for a meeting center and/or hotel (Walker, 2013). The possibilities can be considered extraordinary for these meeting and event planners. Special events planners are also recognized as meeting and convention planners in the industry (W alker, 2013). The qualifications for event planner jobs can vary, depending on the size and scope of the events being planned. Some experience is almost always required. Professional certification is available from various industry organizations and clubs. The career opportunities for event and meeting planners offer numerous paths as this field has been growing. As in a management position, the skills required are the same: leadership, communication, project management, negotiation, budgeting, and strong social skills. Walker (2013) states that a beginner’s list of event planner job duties will include the following:

 preparing budget;

 establishing dates;

 selecting venue/sites;

 making reservations;

 creating event theme;

 choosing the décor;

 arranging décor, tents, tables, and chairs;

 coordinating transportation;

 choosing caterers;

 assisting in the guest list development;

 supervising outside contractors;

 arranging decorations;

 ensuring health and safety processes;

 selecting extra workers—valets, servers;

 hiring disc-jockey and/or music;

 obtaining and selecting key note speaker;

 hiring the security officers;

 communicating that all customer expectations are met; and

 there are many more! In the hospitality industry, there are several related functions that can meld into the career of an event planner. Walker (2013) gives us just a few of the necessary attributes:

 ability to work well under pressure,

 possess excellent communication skills,

 possesses effective management and organizational skills,

 is focused and passionate about event planning,

 works and creates a team environment, and

 detail oriented and can meet deadlines.

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There are numerous event planner associations that provide invaluable information and industry foundational materials. These include contract and legal agreements, insurance providers, business development assistance, and training—all for developing a profitable and viable business. These industry associations also provide continuing educational-development opportunities and support services. The networking options are invaluable, allowing members to compare and contrast experiences, develop insights, observe new and valuable ways to build their business, and see just how those challenges can be solved in differing manners. This is a sampling of the event planner associations that persist in the development of the market:

 Event Supplier and Services Association,

 National Association of Casino and Theme Party Operators,

 National Association of Mobile Entertainers,

 National Limousine Association,

 National Speakers Association,

 Society of American Florists,

 Alliance of Meeting Management Companies,

 Meeting Professionals International,

 American Disc Jockey Association,

 American Floral Industry Association,

 American Institute of Floral Designers,

 American Rental Association,

 American Culinary Association,

 Entertainment Services Technical Association,

 International Cake Exploration Societé,

 International Food Service Executives Association,

 International Association of Culinary Professionals,

 International Caterers Association, and

 National Restaurant Association.

References Hicken, M. (2014, March 28). Average wedding bill hits $30,000. CNNMoney. Retrieved from

http://money.cnn.com/2014/03/28/pf/average-wedding-cost/ Walker, J. R. (2013). Introduction to hospitality management (4th ed.). Upper Saddle River, NJ: Prentice

Hall.

Suggested Reading Click here to view the Chapter 12 PowerPoint presentation or here to view a PDF of the presentation. Click here to view the Chapter 13 PowerPoint presentation or here to view a PDF of the presentation. Using the Business Source Complete database in the CSU Online Library, please locate and read the following articles: Bates, B. N. (2014). An event to remember: Corporate event planning tips from a taste of excellence. Smart

Business Akron/Canton, 24(5), 22-25. Bazadona, D. (2014). Keeping live alive. Adweek, 55(32), 14. The ROI of live event marketing. (2014). Promotional Marketing, 1.