Describe about the Hotel and Hospitality Management for Echo Entertainment.
Strategies of Star organization
The Star is a treasury and casino hotel in Sydney Australia that is one of the establishments of Echo Entertainment group now known as The Star entertainment group in Australia. The strategies of the Star entertainment are to formulate a proper marketing plan that includes the ways of promotion and categorization of the customers based on target market. The strategy of the organization is based on the objectives of the company. The objective of the Star entertainment group is to achieve sustainability. The strategies focus on helping the organization expand its business in a sustainable way. The organization aims at using the water and energy in a sustainable way and develops echo friendly techniques that will help the organization expanding its business in a sustainable way (Corporate Governance statement, 2015, Pg 4-5).
The aim of the Star group of entertainment is to achieve diversity among all the nominated diversity groups. The board of directors of Star group of entertainment is to manage people, culture and social responsibility of the committees. The strategy focuses on achieving gender equality. The other diversity topics are age diversity, multicultural diversity and LGTB diversity. The strategy focuses on implementing key performance indictors to review the measurable objectives for the success of the organization. Various gender programmes had been implemented in order to achieve inclusiveness (Loh et al., 2015, Pg 783-823). The strategies for attaining its diversity objectives are as follows:
Gender diversity: to achieve gender diversity the organization formulated strategies of including fifty percent female workforce in the top four levels of Echo entertainment leadership by 2020. The strategy formulated will focus on the recruiting more of female workforce in top level of management.
Multicultural diversity: the second strategy focuses on formulating policies and programmes that will provide a more inclusive workforce for all the employees by preserving the culture of the organization. The strategy focuses on including the people of Asian ethnicity in top three levels of management. The aim is to achieve the objective by 2020. The objective is to include Asian ethnicity in the position of senior, executive and general managers ("Performance Against 2014 Objectives", 2016).
LGBTI diversity: the third strategy focuses on the development of policies, programmes and activities to give equal opportunities to lesbian, gay, bisexual and transgender by including them in the workforce by an increase in fifty percent. This is done to increase the Australian workplace equality index.
Age diversity: the fourth strategy focuses on the development of policies, programmes and activities to give equal opportunities to aged workers by increasing the employee engagement related to age demographics (Ng & Austin, 2016).
The star entertainments group formally known as Echo entertainment group ensures that its strategy focuses on achieving diversity at the organization by formulating strategies focusing on inclusiveness.
The aim of the Star entertainment group is to expand its business in a sustainable way by optimally utilizing water and energy and generating minimum waste. The company has developed echo friendly technologies, environment, and sustainability five year strategies that focuses on using such technologies that reduces water consumption and energy use. The objectives focus on following strategies:
To develop a proper communication plan so that the company can communicate with the customers related to the sustainability issue and feedback performance.
The aim is to work as team members to generate ideas that are innovative and efficient.
The suppliers are requested to reducing the packaging of key food and beverage product lines and promote the products in the entire supply chain process ("The Star Entertainment Group", 2016).
The sustainability strategy also focuses on employee engagement and implementing energy and water saving technologies.
Target to Chinese tourists
The Star group of entertainment focuses primarily on Chinese tourists. Since the Chinese tourists are a great opportunity for the casino gaming, Star group mainly focuses on Chinese tourists. Chinese culture is in favor of casino gaming that can be advantageous to the Star group of entertainment. The middle class families from China travel to the integrated resorts that have an option of casino gaming. The Star entertainment group focuses on Chinese tourists because of the economic growth of Chinese economy. The increase in the visit of Chinese people to these hotels has increased the material opportunity for tourism and growth (Echo entertainment group, 2016). The Star group of entertainment focuses on both the international VIP customers and international mass-market customer. The focus is more on china and Asia due to their interest in the integrated resorts that provide an opportunity of gaming and casino.
Event Center at the Star Casino Sydney
Stakeholder engagement plays an essential role is The Star organization. It is essential for the organization to establish a good interrelationship between internal and external stakeholders in order to fulfill the objectives set by the organization. The author works in the event center at the Star Casino, Sydney. At event centre, coordination and communication plays very important role for the development of the business. The sustainability objectives of the organization are aligned to the business strategies to deliver tangible outcomes. All the departments in The star entertainment group work in compliance with the various management policies such as environmental management policy, sustainable procurement policy and principles to manage its operations. The strategy focus area of Star entertainment group is as follows:
- Stakeholders of the organization
- Governance and reporting
- Team members
- Community (McKercher & Tung, 2015, 310-315.).
Compliance of department objectives with organization objective
The organizational objective to expand and grow complies with the department objective. The event centre at the Star Casino Sydney aims at achieving growth and development sustainably by managing the water and energy consumption. The event centre organizes various events such as weddings, birthday parties and new year or Christmas event. It is essential for the organization to ensure that the events do not lead to destruction of environment. Hence, the event sector uses the technologies that leads to optimal utilization of water and energy and generates minimum amount of waste (Sorokina, 2015). The objective of the event centre is as follows:
The event centre provides transparent and non-financial report related to environment and sustainability that complies with the governance and reporting committees.
The second objective is to formulate an effective communication plan to communicate with its guests, customers and employees to improve the performance on sustainability. It is essential to develop a strategic plan based on the customer feedback.
The employees of the event centre are recognized and given awards based on the performance. This is part of the environmental and sustainable program.
The event centre does not only require the employees and the customers to become sustainable but also the suppliers. The suppliers of the event centre are food and beverage suppliers, and decorative suppliers. The event centre requires the suppliers to be ethical and innovative in order to improve the sustainability performance.
The event centre at the Star group of companies aims at reducing the material consumption and waste generation. Events lead to huge amount of waste and hence it is necessary for the event centre of build such strategies that lead to minimum amount of waste generation (Mendham, 2012).
The strategies formulated by the Star entertainment group aims at achieving business welfare and community welfare. The event centre focuses on improving the community welfare by donating few amount of profit to the Non governmental organizations such as child care units ("The Star Event Centre", 2015).
Diversity: recruitment process
Recruitment process of Event Center follows the standard diversity of the Star entertainment group. Finding the right people for right job is essential and this is most applicable in case of the event center. The event centre does not follow any kind of discrimination while recruiting people for the job. All the types of employees from different places, culture, age, sex and gender work together to make an event successful. What matters is the talent and creativity of people. Event centre requires its employees to be very creative and highly knowledge as the work requires them to do so. The success of the event has nothing to do with the age or sex but what matters is the unique way to think and create. In fact, women are considered better in organizing the event (Weber et al., 2013, pg. 313-332.).
The event centre at the Star organization aims at creating diversity in age, gender, culture, race and LGTB. While recruiting the employees the principles are based on various criteria’s such as career, profession, experience and creativity. The event centre just like the Star entertainment group aims at increasing the number of female workforce by recruiting women in top four level of management that is at executive level (Wolfe & Kim, 2013, pg. 175-178.). The event centre does not discriminate employees based on race that is ethnicity of people. Even the lesbian, gay bisexual and transgender employees are preferred for the job. The aged people are also recruited for the job. Hence, the aim of the event centre is to follow inclusiveness and not discrimination just like the Star entertainment group.
The primary aim of the Star entertainment group is to achieve growth and development without hampering the environment. It aims at developing technologies that is eco friendly such as green technologies. The event centre is responsible for generating various types of pollution such as noise pollution or land pollution (Ahmad et al., 2013, Pg. 331). The event centre at the Star entertainment group focuses on developing strategies that does not create noise pollution. It ensured that the sound is not too loud that is disturbing. Often parties and other events are conducted at soundproof venues so that the sound does not disturb others. The event centre also aims at optimally using water and energy so that the same is available for future generation (Saad, 2013, pg. 333-354).
The number of Chinese tourists visiting Star organization has increased due to the increase in the interest of Chinese people on gambling and casino activities. The event centre also focuses on the Chinese guests. The Star organization has an opportunity to grow by attracting the Chinese tourists because of an increase in their interest in gambling. Hence, it is the duty of the event company to satisfy the Chinese tourists by setting the ambience and surroundings in such a way s that they are motivated to visit the hotel again. The event entre is responsible for setting the table in authentic Chinese style with chopsticks, and tea. The menu emphasizes on food that the Chinese eat such as noodles, and rice. The conference hall or the venue is decorated in Chinese theme with lights, and authentic design. The music played is also the ones that the Chinese love. The event is functioned on the basis of Chinese character and culture. This is done to impress the Chinese.
I work in an event centre in Star organization that was formed in 2012.
1. My strengths
I do not have previous experience for Event Service. My strengths at workplace while working at an event sector are as follows:
Flexible: I am flexible at workplace while working in an event centre, which is means that I am able to do any kind of work. I do not have a fixed role in the event centre and hence i am flexible to do any kind of work. Even sector is just a work where an employee has to be flexible so that they can perform any type of activity or work. An event manager needs to be flexible because anything can change at any moment. Hence, it is essential for the event manager to be flexible at work in order to handle such unforeseen events and situations (Dredge et al. 2013, pg. 89-102).
Fast learner: another strength that I hold is that I am a fast leaner. Since I have no past experience at an event sectored everything I started from scratch. Hence, it was essential for me to cop up with the speed of other employee and the organization for which it was essential for me to learn things quickly. Event sector organizes an event in a very short span of time and hence all the work needs to be completed on time. I was given a task of organizing an event for a birthday celebration of one of the guests that was staying at The Star hotel in Australia. The entire event had to be organized and planned in one day which I did very efficiently as I got appraisal from guests and also my boss. This helped me evaluate that I am a fast learner as I had joined the organization just two weeks back before the event.
Enthusiasm: it is very essential for an event manager to be enthusiastic and energetic. It is essential for them to be passionate in organizing an event. Enthusiasm helps in binging creativity and generates excitement. Enthusiasm had helped me in thinking creatively.
Creative: another strength that I have is that I have an ability to think creatively and innovatively that is helpful in organizing an event. I have set new trend for the event service by introducing the concept of tray service and fan service. The waiters will serve the snacks and the beverages to the guests in tray so that they can enjoy the program as well keep their appetite full. The new trend in an event service is to present welcome gifts to the guests based on the theme. For example, a party is organized based on Chinese theme then the guests will be given either fan or a Chinese dress as a welcome gift.
Areas for improvement
Analyzing the performance so far the areas that I need to improve are on is as follows:
Improve the communication process: this is one of the areas that I need to improve on. The communication process with the mangers and colleagues needs to be improved as I have faced many difficult situations due to miss communication or communication gap with the employees. Communication is the most important tool for the success of any event. Hence, I have realized that I urgently need to improve the communication process with my colleagues and managers to eradicate any communication gap.
Learning third language: I also feel that I need to learn Mandarin to improve the performance as maximum communication is done through this language only.
Areas of achievement during placement
One of the biggest achievements that I got after being recruited was the experience to work at the biggest hospitality organization in Sydney that is famous all over the world.
The induction process was also very good. I got two inductions one was informal and the other formal. Both the induction processes was good where I got to learn various things that helped in expanding my knowledge.
I also got an opportunity to work in an international environment where many international guests visit.
Being placed in such a big organization I got to learn work of managing events where I got a practical experience.
While working at the event centre I did not learn anything about leadership because I am the only staff that works there. I am an independent worker, hence I did not learn anything about leadership. All the workers work as a team. However observing the qualities of managers and assistant manager, I learned that it is essential for the leader to be friendly and flexible who is able to handle all the situations. It is essential to be flexible at work in order to enhance the leadership quality.
Building on my experience, I want to study Mandarin such as there is the increase in the requirement for recruiting staff with third language. This can be achieved by taking a Mandarin class.
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