INSTITUTE OF HOTEL MANAGEMENT CATERING AND NUTRITION,
PUSA, NEW DELHI
Name of Subject – Food & Beverage Management -I Student Handout
Unit 4 – Event Management
1.0 Definition
Event catering or event management refers to the service and organization of special
events for specific groups of people at pre-determined times, with the food, beverages, and
arrangements pre-planned. These events include luncheon parties, conferences, cocktail
parties, weddings, dinner dances, and other special gatherings. In large establishments, events
take place in banqueting suites under the supervision of a banquet manager. Smaller operations
may conduct events in specific rooms overseen by a manager or assistant manager.
2.0 Importance of Banquet Sales
Banquet sales are important revenue stream for five-star hotels, forming a large share
of total food & beverage (F&B) income. Industry data show F&B (Banquets and MICE)
accounted for roughly one-third to over 40% of total revenues in recent years for upscale hotels,
highlighting how events drive non-room earnings. In the Delhi market, room revenue growth
has been strong, but hotels continue to rely on banquet and events business to lift total revenue
and operating leverage during peak MICE (Meeting, Incentive, Conference and Exhibitions)
and wedding seasons. Industry based reports indicates that banquet sales shares 30–36% for
listed hotel portfolios in FY2023–FY2024. Banquet sales generate high incremental margin on
fixed hotel infrastructure (ballrooms, AV, service teams etc) and attract large group spends on
food, beverage, and ancillary services. Events strategically important for revenue
diversification, cashflow stability across low room-occupancy periods, and maximising per-
square-foot returns in Delhi’s five-star segment.
Table 1.
Types of events and their categories
Category Examples of Events
Formal Meals (Banquets) Luncheons, Dinners, Cocktail parties, Buffet teas, Dances
Buffet Receptions Wedding receptions, Destination weddings, Anniversaries
Dinners, Luncheons, Receptions, Cocktail parties, Charity
Social Events
dinners, Food festivals
Public Relations Events Launch a new product, Fashion parade
Exhibitions and Seminars Exhibitions, Seminars, Trade shows etc
Political party conferences, Trade union meetings, Training
Conferences seminars, National and international conferences, Sales
conferences, Academic conferences etc
Note. Adapted from the text on event types in hospitality and event management literature.
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INSTITUTE OF HOTEL MANAGEMENT CATERING AND NUTRITION,
PUSA, NEW DELHI
Name of Subject – Food & Beverage Management -I Student Handout
3.0 Event staffing
In large hospitality establishments, event management is typically handled by a
specialized and permanent team comprising a sales manager, banqueting or events manager,
assistant managers, head waiters, service staff, technical staff, porters, and administrative
personnel. The sales manager plays a decisive role in promoting the establishment’s event
facilities and liaising with clients, requiring comprehensive knowledge of the venue’s
specifications such as room dimensions, electrical and IT provisions, and load capacities. The
banqueting manager oversees administrative responsibilities, including client consultations
regarding menus, table arrangements, and entertainment, while coordinating with other
departments through event sheets and regular meetings. Supporting them, the administration
office staff manage communication, documentation, and preliminary bookings, ensuring
accurate record-keeping and dissemination of event details.
In contrast, smaller establishments integrate event management responsibilities within
existing operational roles, with managers, assistant managers, and food and beverage service
staff handling organizational and administrative duties alongside their regular tasks. During
events, the banqueting or events head waiter supervises all preparation and may recruit casual
staff to meet demand. Dispense bar staff manage bar setup, stock control, and cash handling,
while the head wine waiter coordinates wine service operations. Permanent service staff,
handle pre-event mise-en-place and table arrangements. Casual staff are employed on a part-
time basis to support events, often sourced from internal staff pools or external agencies.
Porters, who assist with the physical setup and breakdown of event spaces, play an
indispensable role in ensuring smooth transitions between functions.
4.0 Event Marketing
To effectively promote the sale of events such as meetings, conferences, and banquets,
most hospitality establishments now provide comprehensive banqueting, events, or conference
sales packages. The complexity and presentation of these packages vary according to the nature
and scale of the establishment, ranging from simple brochures to elaborate, professionally
designed materials. These packages include essential information such as the location and
contact details of the establishment, profiles of the staff involved, and examples of the types of
events that can be hosted. They also provide details on how to access the venue, nearby
attractions, and car parking facilities, along with examples and pricing of set packages, such as
day rates, overnight rates, and meal-inclusive options for conference delegates.
Additionally, event sales packages contain room plans that outline dimensions, layout
possibilities, available services like electrical sockets, IT and telephone points, air-
conditioning, accessibility features, and maximum floor load capacities. They specify
provisions for disabled guests, room hire charges, and the types of furniture and technical
equipment available, including conference tables, public address systems, multimedia tools,
projectors, and soundproofing options. Further inclusions may cover the costs of extra
equipment, room decorations, lighting, floral arrangements, and entertainment options such as
DJs, bands, presenters, or toastmasters. Meal package options are also detailed, featuring set
menus, snack menus, and buffet or in-room service styles. Lastly, these packs highlight
additional amenities such as transport services, business facilities, leisure and fitness offerings,
and the standard terms and conditions governing event bookings, thereby presenting a complete
overview of the venue’s capabilities and offerings.
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INSTITUTE OF HOTEL MANAGEMENT CATERING AND NUTRITION,
PUSA, NEW DELHI
Name of Subject – Food & Beverage Management -I Student Handout
5.0 Event Sales (Dossier)
When a client decides to confirm an event booking, the establishment initiates a formal
administrative process by opening a dedicated file either handwritten or computerized system.
This file contains all relevant information such as client details, event requirements, and
related correspondence, serving as a central record for the event’s planning and execution.
During the booking confirmation meeting, an event booking form is completed, capturing key
information such as the event’s date and time (including access and clearance periods), client
contact details, type of event, and location within the venue. It also records food and beverage
requirements, chosen service methods, the expected number of attendees with a deadline for
final confirmation, and specific table plans. Furthermore, pricing details along with bar
arrangements, provisions for guests with special needs, additional equipment hire charges,
and contractual terms such as deposits and payment schedules, are all documented.
Beyond these basic details, event requirements extend to a variety of logistical and
aesthetic considerations, depending on the nature of the occasion. These may include
arrangements for overnight accommodation, floral décor, colour and type of table linen, and
the provision of telephones, lecterns, and security services. Administrative planning may also
cover marketing and secretarial facilities, appointment of a toastmaster, and access to audio-
visual or conferencing equipment, including syndicate or breakout rooms. For social events,
entertainment options such as bands, cabarets, and dance floors may be required, along with
coordination for photographers, place cards, and seating plans. Additional elements such as
special liquor or entertainment licences, signage, car parking facilities, private bars,
cloakrooms, and cancellation policies are also factored into the planning process. In the case
of weddings, further details such as the timing of the ceremony, arrival schedule at the venue,
and arrangements for the wedding cake, stand, and knife are meticulously noted to ensure
seamless coordination and execution.
6.0 Destination Weddings
A Destination Wedding is defined as a wedding ceremony that is organized at scenic,
luxurious, or culturally distinctive setting away from the couple’s hometown. It merges the
traditional aspects of a wedding with the elements of travel and leisure, creating a memorable
experience for both the couple and their guests. Such weddings offer curated experiences,
thematic decor, and unique hospitality services. These weddings extend over multiple days,
encompassing various events such as pre-wedding parties, traditional rituals, and post-wedding
relaxation, all set within a cohesive thematic framework
The growing popularity of destination weddings may be attributed to the allure of
customized experiences, breathtaking venues, and the opportunity for guests to combine
celebration with vacation. The concept encompasses both domestic destinations, such as
Udaipur, Goa, Jaipur, Kerala, and Mussoorie in India each offering royal, heritage, beachfront,
backwater, or hill-station themes and international venues like Bali, Tuscany, Santorini, Dubai,
and the Maldives, renowned for their beach, vineyard, white cliff, desert, and island wedding
experiences respectively. The destination chosen not only enhances the aesthetic appeal of the
event but also adds a distinct cultural or natural essence that defines the overall ambiance.
6.1 Destination Weddings Planning
Planning a destination wedding is a multifaceted process that demands meticulous
coordination, creativity, and a deep understanding of logistical, legal, cultural, and
environmental aspects. The success of such an event primarily depends on selecting the right
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INSTITUTE OF HOTEL MANAGEMENT CATERING AND NUTRITION,
PUSA, NEW DELHI
Name of Subject – Food & Beverage Management -I Student Handout
location that aligns with the couple’s vision, budget, and thematic preferences (Royal,
beachfront, heritage, or vineyard style) while also ensuring favourable weather conditions,
regulatory compliance, and visual appeal. The chosen destination should be easily reachable
for guests with well-connected transport options, efficient local transfers, and proximity to
airports ensure smooth travel. Equally important are the accommodation arrangements, which
must cater to diverse guest preferences and budgets through well-coordinated hotel bookings,
group packages, and personalized hospitality, thereby enhancing the overall guest experience.
Furthermore, planners must pay close attention to the legal considerations associated with
hosting weddings abroad or in different jurisdictions, such as marriage registration
requirements, local permits, event licensing, and adherence to tourism or environmental laws.
Sustainability principles (such as minimizing waste, supporting local vendors, using eco-
friendly materials, and selecting venues committed to green practices) should be adhered to
reduce the ecological footprint of the celebration. Finally, cultural sensitivity plays an essential
role in ensuring that the event respects the local traditions, customs, and social norms of the
chosen destination. Together, these elements create a seamless, meaningful, and responsible
destination wedding experience that balances grandeur with ethics, sustainability, and respect
for local culture.
7.0 Product Launch Event in the Hotel Industry
A product launch event in the hotel industry is a strategically designed marketing
initiative aimed at introducing a new product, service, facility, or concept to a defined audience.
The audience comprises of media professionals, corporate clients, travel partners, influencers,
and loyal guests. Such events serve as vital communication tools that enable hotels to educate
their audience about product features, create anticipation and media attention, and drive early
adoption and sales. A product launch event acts as a bridge between innovation and consumer
awareness, ensuring that the intended audience comprehends the unique value proposition of
the new offering.
In the context of the hospitality industry, a product launch can encompass a wide
spectrum of activities such as unveiling a new restaurant concept, introducing a signature menu,
launching an upgraded spa service, presenting a revamped loyalty program, or inaugurating a
newly built property. Each of these launches is carefully curated to combine the essence of
hospitality with modern marketing practices, thereby enhancing the overall brand image and
guest engagement. Depending on the target audience and objectives, various types of launches
may be employed. A press launch involves presenting new offerings to media representatives
to generate extensive coverage, such as unveiling a luxury suite to lifestyle journalists. A trade
or industry launch targets travel operators, event planners, or corporate buyers to foster
business collaborations. An internal launch ensures that hotel staff are informed and aligned
before the public announcement of a new product. A soft launch allows select guests to
experience and review a service prior to full-scale promotion, while a virtual launch enables a
hotel to reach a broader digital audience through live streaming and online engagement.
The success of a product launch in the hotel industry depends upon meticulous planning
and execution, which takes place across three major stages—pre-launch, launch, and post-
launch. The pre-launch stage focuses on strategic groundwork, including conducting market
research and SWOT analysis to assess trends, opportunities, and potential challenges. Hotels
set measurable objectives such as increasing brand visibility, enhancing guest engagement, or
achieving specific media coverage. Identifying the target audience and selecting an appropriate
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INSTITUTE OF HOTEL MANAGEMENT CATERING AND NUTRITION,
PUSA, NEW DELHI
Name of Subject – Food & Beverage Management -I Student Handout
venue. Furthermore, teaser campaigns, “Save the Date” communications, and influencer
collaborations are implemented to create excitement and anticipation prior to the launch.
The launch stage represents the main execution phase, where the event—whether live
or virtual—is carried out with precision. Activities during this stage may include keynote
presentations, guided product demonstrations, and brand storytelling sessions designed to
convey the inspiration and value behind the new offering. Media engagement, such as
interviews and press conferences are supported by social media promotions, contests, and
interactive activities that foster guest participation and buzz creation. Through an immersive
and engaging approach, hotels aim to build an emotional connection between the product and
the target audience, thereby strengthening brand loyalty.
The post-launch stage ensures that the momentum generated during the event translates
into tangible results. This phase involves gathering feedback from guests, monitoring media
responses, and maintaining communication with stakeholders through thank-you messages,
press releases, or promotional offers. The hotel’s sales team is activated to convert interest into
bookings or sales, while operational logistics ensure product availability and guest satisfaction.
Finally, a detailed return on investment (ROI) analysis helps evaluate the overall success of the
launch by measuring factors such as media reach, customer engagement, and revenue impact.
8.0 Organising Food Festivals
A food festival in a five-star hotel is a culinary event designed to celebrate diverse
cuisines, regional flavours, and innovative food concepts. It serves as a strategic marketing
initiative that enhances the hotel’s brand visibility, increases food and beverage revenue, and
strengthens guest engagement. These events provide an opportunity for hotels to express their
culinary creativity, while also allowing guests to experience customised dining experiences
that go beyond everyday restaurant offerings. Food festivals in luxury hotels are about
storytelling, culture, and emotional connection through gastronomy.
The primary objectives of hosting a food festival in a five-star property include
improving brand recognition, celebrating local and international cuisines, boosting food and
beverage sales during off-peak seasons, and encouraging repeat patronage. Such festivals
also highlight the hotel’s culinary talent and service excellence, reinforcing its position as a
trendsetter in the hospitality industry. When well-executed, these festivals serve as an excellent
tool for public relations, attracting in-house guests, local residents and media attention.
There are several types of food festivals commonly organized in luxury hotels. Regional
cuisine festivals focus on the dishes of a state or region. For example, the Taj Mahal Palace,
Mumbai organised “Flavours of Rajasthan” which celebrated Marwari and Mewari delicacies
with authentic décor and live folk performances. International food fairs feature global cuisines
such as Italian, Thai, or Mexican; for instance, “Around the World in Seven Plates” at The
Leela Palace, New Delhi, where guest chefs from partner hotels abroad presented signature
dishes. Street food festivals recreate the ambience of local markets in a refined setting, such as
ITC Maurya’s “Delhi 6 Street Food Festival”, which offered traditional Indian snacks in a
hygienic and elegant environment. Seasonal festivals, like The Oberoi Gurugram’s “Mango
Mania”, highlight produce-based themes, while concept-driven events such as “Farm to
Fork” or “Royal Kitchens of India” focus on sustainability or heritage dining experiences.
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INSTITUTE OF HOTEL MANAGEMENT CATERING AND NUTRITION,
PUSA, NEW DELHI
Name of Subject – Food & Beverage Management -I Student Handout
The success of any food festival depends on pre-planning phase. A dedicated planning
committee consisting of executive chefs, F&B managers, marketing professionals, and
operations staff is formed to oversee the event. Selecting suitable dates, preferably during lean
business periods, helps to optimize occupancy and guest participation. The festival theme and
cuisine must be chosen to align with market trends, guest preferences, and the brand’s
positioning. For instance, JW Marriott Bengaluru organized a “South Indian Spice Trail”
during the monsoon season to increase weekend footfall and F&B sales. Budget planning
plays a critical role in determining the scope and scale of the event. Cost allocation should
cover menu development, ingredient procurement, décor and setup, marketing and PR, staffing,
and entertainment. Adequate provision must also be made for legal permits, signage, and
contingencies. Luxury hotels enhance guest experience by inviting celebrity chefs or including
cultural performances. For example, ITC Hotels collaborated with renowned chef Manish
Mehrotra for an “Indian Accent Pop-Up”, allocating substantial funds to recreate the original
restaurant’s fine-dining ambience within their property. Furthermore, the menu development
forms the creative core of the festival. The menu curated by the executive chef and F&B team
should reflect the festival’s central theme while offering variety and inclusivity. Signature
dishes, dietary-specific options, and live cooking counters can greatly enhance guest
satisfaction. The menu must ensure the balance between authenticity and innovation while
maintaining the traditional flavours. A good example is The Lalit New Delhi’s “Mediterranean
Mezze Festival”, which incorporated live falafel stations and wine-pairing workshops to create
an engaging, multisensory dining experience.
During the execution phase, coordination between kitchen, service, and guest relations
teams becomes crucial. Pre-service staff briefings help ensure that all team members
understand menu details and service protocols. Maintaining quality control throughout the
event, particularly at live stations and buffets, is vital to uphold the brand’s standards. Hotels
also enhance guest interaction through live entertainment, chef-led demonstrations, or
storytelling about dishes and ingredients. Contingency plans must be in place for issues like
equipment failure, ingredient shortages, or unexpectedly high guest turnout. At Shangri-La
Eros, for instance, the “Asian Street Food Carnival” incorporated live sushi-rolling sessions
and noodle-tossing performances to create a dynamic and interactive environment.
Post-event evaluation is an essential stage in the overall event cycle. Gathering
feedback from guests through surveys and digital reviews provides insights into satisfaction
levels and areas of improvement. Financial performance must be analysed by comparing
projected and actual figures to assess profitability. Media coverage, social media reach, and
public engagement metrics help evaluate the success of marketing efforts. Internal
debriefings allow staff to reflect on what worked well and what can be improved. A notable
example is the Hyatt Regency’s “Winter Warmers” festival, where post-event analysis
revealed that themed beverage pairings had significantly enhanced guest satisfaction and
beverage sales. The key success factors for food festivals in five-star hotels include a strong
thematic alignment with the hotel’s brand image, collaboration with reputable chefs &
influencers, and strategic marketing campaigns. Flawless service, authentic culinary
presentation, and a memorable guest experience are equally important. Continuous learning
through post-event reviews ensures that future festivals are more refined and impactful.
References
Cousins, J., Foskett, D., Graham, D., & Hollier, T. (2023). Food and beverage management:
For the hospitality, tourism and event industries (6th ed.). Goodfellow Publishers.
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INSTITUTE OF HOTEL MANAGEMENT CATERING AND NUTRITION,
PUSA, NEW DELHI
Name of Subject – Food & Beverage Management -I Student Handout
Davis, B., Lockwood, A., & Stone, S. (2013). Food and beverage management (6th ed.).
Routledge.
Dittmer, P.R. and Keefe, J.D. (2011) Principles of food, beverage, and labour cost controls
Vol IX. JOHN WILEY & SONS, INC.
Lamba, M. S., Mohan, D., & Gupta, D. (2025, April 29). HVS ANAROCK India Hospitality
Industry Overview 2024. HVS. Retrieved August 14, 2025, from
https://www.hvs.com/article/10158-hvs-anarock-india-hospitality-industry-overview-
2024 (HVS)
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