TSM 102- Mice as an industry

MICE as an IndustryMeetings, Incentives, Conventions and Exhibitions

What is an Event?

An event is a general term indicating the coming together of a number of people in one place, to confer or carry out a particular activity.

Frequency can be on an ad hoc basis or according to a set pattern, as for instance annual general events, committee events, etc.(Source: International Congress & Convention Association)

Events: The Basics

• Often “once in a lifetime” experiences for participants.

• Generally expensive to stage.• Takes place over a short time span.• Require long and careful planning.• Takes place once only.• Carries a high level of risk and;• There is often a lot at stake for those

involved.

Events: The Basics

• “A special event is a one time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body.”

- Prof. Ronald Getz (2005)

Events: The basics

• Events according to size– Mega- Events– Hallmark Events– Major Events– Minor Events

Events: The Basics

• Mega- Events– Largest events that can be organized.– Generally targeted at international

markets.– These events have specific yield in

terms of increased tourism, media coverage and economic impact.

– Often, it is difficult to calculate the costs accurately with so many stakeholders.

Events: The Basics

• Hallmark Events– Designed to increase the appeal of a

specific tourism destination or region.

Events: The Basics

• Major Events– Attract significant local interest and

large numbers of participants .– Generates significant tourism revenue.

Events: The Basics

• Minor Events– This is where most event managers

gain experience– These events include one-off events

like historical, cultural, musical and dance performances.

– Meetings, Parties, Celebrations, awarding ceremonies and sporting finals fit in this category.

Events: The Basics

• Events according to type:– Sporting Events– Entertainment, arts and cultural festivals– Commercial, Marketing and Promotional

Events– MICE (Meetings, Incentives, Conventions

and Exhibitions)– Family Events– Fund Raisers and;– Miscellaneous

Events: The Basics

• The event team:– People who compose the event

planners.– Often times, their number expands

and contracts depending on the situation (pulsing organization)

– Aside from these the event team also is composed of different contractors crucial to the execution of the event.

Events: The Basics

• The Event Technologies– Different systems used in order to

execute and plan events– These include programs used to

manage tasks to more complex ones– The use of new technologies during

events should undergo strict inspection and numerous rehearsals in order for these to work properly during the event itself.

• Categorized under MICE

• Based on purpose and content

• Sports

• Advocacy and philanthropic

• Others

Event Management for Tourism, Sports, Business and MICE: A Philippine PerspectiveBy Maria Arlene (Bam) S. Tuazon-Disimulacion

2012Books Atbp. Publishing Corp.

Mandaluyong City, Philippines

Types of Events

Maha Kumbh Mela

Pilgrimage to Mecca

Categorized under MICE

• The fastest growing segment in the Tourism Industry.

• Means Meetings Incentives Conventions and Exhibitions.

• Affects other tourism sectors and generates multiple countries and regional economies.

Meetings

• A meeting takes place when two or more people come together for a common agenda.

• People attend for education, training, decision-making, research, sales, information exchange, networking, etc.

• There is normally no exhibit component to this event.

• Meetings are events that bring people together to solve problems as well.

Types of Meetings:

• Conference– Event used to meet and exchange

views, convey a message or give publicity to some area.

– These are also of limited in time frame and with specific objectives

– Smaller scale than congresses.

Types of Meetings:

• Congress– Regular coming together of large

groups of individuals generally to discuss a particular subject.

– Often lasts for several days and has simultaneous sessions.

– Length of time between congresses is established before the implementation stage.

Other Types of Meetings

• Symposium: formal presentation where there is a limited interaction between presenters and the audience.

• Lecture: individual presentation often by one expert where the audience can ask questions after the discussion

• Panels: two or more resource persons offer their opinions on a topic.

• Workshops: Requires hands-on activities to facilitate learning.

Other Types of Meetings• Forum: interactive discussion led by invited

speakers. Requires the presence of a moderator or facilitators.

• Seminars: Provide room for much interaction between attendees and resource speakers. A lot of sharing happens between both parties. Preferably used for small groups.

• Clinics: Training Activities usually sports activities. Presents drills and instructions on specific topics.

• Retreats: generally spiritual in nature usually conducted in a location away from the city. Used for bonding, planning sessions or relaxation.

Contract Signing

Rank of Manila and selected ASIAN Cities Based on the Number Meetings Hosted

(1999-2008)

(Source: Statistics Report, International Association Meetings Market, 1999-2008)

RANK CITY NUMBER OF MEETINGS

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

14 Beijing 33 44 43 58 31 104 95 95 102 73

18 Bangkok 28 31 30 51 63 75 68 72 80 71

21 Hong Kong 45 54 61 45 39 91 94 73 76 66

27 Kuala Lumpur 28 19 32 46 38 56 48 73 72 61

32 Taipei 36 29 38 44 32 51 54 44 74 52

74 MANILA 19 29 27 16 22 15 23 26 17 21

140 Hanoi 6 1 10 5 10 16 16 19 17 12

141 Bali 10 10 15 12 11 11 19 14 20 11

181 Ho Chi Minh 1 2 2 2 4 3 9 4 10 8

206 Cebu 3 2 2 4 8 3 1 9 6 7

233 Jakarta 2 1 3 3 6 8 11 13 12 7

Kota Kinabalu 2 2 1 8 4 1 1 4 5

Incentives• A gift for a job well done• A motivational tool used to encourage

employees to achieve goals such as sales quotas set by companies.

• These are not only vacations in exotic vacations.

• Defined as: a global management tool that uses an exceptional travel experience to motivate and/or recognize participants for increased levels of performance in support of organizational goals.

Incentives

(Source: Caribbean Tourism websites)

Conventions

• A meeting with an exhibit. It combines attractions of having multiple simultaneous activities.

• Defined as a gathering of delegates, representatives and members of a membership or industry organization convened for a common purpose.

Conventions

Exhibitions

• Event where products, services or promotional materials are displayed. Attendees visiting exhibits on the show floor.

• These focus primarily on business to business relationships

• Events where products and services are displayed.

• Traces its roots to the great exhibition of 1851 in London.

Types of Exhibits

• Public/Consumer Show– Open to the public usually requiring an

entrance fee• Trade Show

– Refers to exhibits that are not open to the public. Considered a business-to-business event where products are not sold directly.

Benefits of tradeshows

• Initiate contacts with new customers• Develop new trade leads• Maintain and renew contacts with

valued clients• Launch new products and services

through live presentations• Enhance corporate profile and

Types of Events

• Combined Events– Events open to the trade for the first

couple of days then the event allows the public to view it.

Trade Exhibitions

Consumer Exhibits

Exhibits….

• Exposition– Refers to a large scale, industrial

regional exhibition scheduled for a longer period of time.

• Fairs– Occasional meeting of buyers and

sellers specifically to trade.

Events based on Purpose and Content

• Marketing Events– Facilitates bringing the buyer and

seller together or create awareness to a commercial product. Ex: The Victoria’s secret fashion show.

– Open house: new residential and or commercial property

– Product Launch: introduction of new products

• Festivals– Cultural Celebration, either secular or religious

created by and for the public.– Religious Events– Cultural: arts as well as national regional or

indigenous events that honor traditions. • Social Events

– Private event; by invitation only• Fandom

– Social group that organizes members-only events. – Fans of a fiction genre.

• Sports Events– A spectator or participatory event involving

recreational or competitive sport activities scheduled alone or in conjunction with other events.

• Advocacy and Philanthropic– Created by or for a charitable or cause related

group to attract revenue. • Other Events

– Focuses on natural wonders, flora and fauna, fun and spiritual events.

2010 Winter Olympics (Canada)

Basketball

Cheerdance

Sinulog (Cebu)

Moriones (Marinduque)

Pahiyas (Lucban)

Ibiza Party

Tribute Gala for Jose “Pitoy”Moreno

UP Lantern Parade

MICE in the Philippines

International Association Survey (2000-2001)

(Source: Convention Income Survey: 2000 and 2001; National Statistics Coordination Board

ITEM OF EXPENDITURES

2000 2001

Total Amount (In Peso)

Average Expenditure/ Association

%Share

Total Amount (In Peso)

Average Expenditure/

Association (In Peso)

%Share

Exhibit/Hall/Meeting Rooms 357,666.00 32,515 17.85% 83,494.00 10,437.00 13.91%

Equipment Rentals 283,652.00 25,787.00 14.16% 14,160.00 1,770.00 2.36%

Services Hired 48,895.00 4,445.00 2.44% 67,000.00 8,375.00 11.17%

Food and Beverage Functions

467,884.00 42,535.00 23.35% 230,547.00 28,818.00 38.42%

Staff Member's Living Expenses

29,324.00 2,666.00 1.46% 26,372.00 3,297.00 4.39%

Taxi/Car Rentals and Other Transport Services

436,088.00 39,644.002 1.77% 112,226.00 14,028.00 18.70%

Supplies and Materials 17,475.00 2,184.00 2.91%

Other Expenses 379,863.00 34,533.00 18.96% 48,780.00 6,098.00 8.13%

TOTAL 2,003,372.00 182,125.00 100.00% 600,054.00 75,007.00 100.00%

DOT Attached Agencies

1. Tourism Promotions Board (TPB)

2. Tourism Infrastructure and Enterprise Zone Authority (TIEZA)

3. Duty Free Philippines Corporation (DFPC)

4. Intramuros Administration (IA)

DOT Attached Agencies

5. National Parks Development Committee (NPDC)

6. Nayong Pilipino Foundation

7. Philippine Retirement Authority (PRA)

8. Philippine Commission on Sports Scuba Diving

National Association Survey (2000-2001)

(Source: Convention Income Survey: 2000 and 2001; National Statistics Coordination Board)

ITEM OF EXPENDITURES

2000 2001

Total Amount (In

(In Peso)

%Share

Total Amount (In

%Share

Exhibit/Hall/Meetin g Rooms

1,264,892.00

210,815.00 25.95% 805,333.00 (In Peso) 201,333.00 38.77%

Equipment Rentals 213,652.00 35,609.00 4.38% 13,000.00 3,250.00 0.63%Services Hired 54,692.00 9,115.00 1.12% 35,000.00 8,750.00 1.69%

Food and Beverage Functions

1,635,704.00

272,617.00 33.55% 538,000.00 134,500.00 25.90%

Staff Member's Living Expenses

160,264.00 26,711.00 3.29% 140,000.00 35,000.00 6.74%

Taxi/Car Rentals and Other Transport Services

205,166.00 34,194.00 4.21% 102,627.00 25,657.00 4.94%

Supplies and Materials

- 0.00% 240,000.00 60,000.00 11.56%

Other Expenses 1,340,407.00

223,401.00 27.50% 203,000.00 50,750.00 9.77%

TOTAL 4,874,777.00

812,462.00 100.00% 2,076,960.00

519,240.00 100.00%

Tourism Competitiveness of Selected ASEAN Countries (2009)

(Source: World Economic Forum Report, 2009)

COUNTRY OVERALL INDEX SUB-INDEX

Regulatory Framework

Business Environment

and Infrastructure

Human, Cultural and Natural Resources

ASEANRank

Overall ASEANRank

Overall

Singapore 1 10 1 6 1 5 3 23

Malaysia 2 32 2 42 2 38 1 14

Thailand 3 39 3 70 3 40 2 19

Brunei Darussalam

4 69 4 99 4 47 5 60

Indonesia 5 81 8 113 5 79 4 40

PHILIPPINE 6 86 5 85 7 89 6 70

VSietnam 7 89 6 92 6 85 8 76

Cambodia 8 108 7 111 8 113 7 74

Philippine International Convention Center

TSM 102- Mice as an industry

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