Chapter 1

1Prepared by: AY CloresInstructor, HRTM 195

Learning Objectives Apply general information on the structure and operation of the event

industry

Differentiate the differences between meeting, congress, convention

and conference

Appreciate the significance of the industry to oneself and update

industry knowledge

Gain basic knowledge on the beginnings and developments in the MICE

industry in the Philippines and the international community2

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SO YOU THINK YOU CAN PLAN???

I HOPE YOU ARE READY BECAUSE YOU GOT A LONG WAY TO GO...

Before We Start Here…You might want brush up on a few things

You are DEFINITELY going to need to be knowledgeable in ALL these areas

• Project Management• Human Resources• Art• Festivities Expert• Accounting • Box Office • Salesmanship

• Graphic Designer • Caterer • Program Administrator• Stylist • Public Information Agent

What are Events? An event can be described as a public

assembly for the purpose of celebration , education, marketing or reunion.

Events can be classified on the basis of their size, type and context.

Event management is the application of project management to the creation and development of festivals, events and conferences.

The recent growth of festivals and events as an industry around the world means that the management can no longer be ad hoc.

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Categories of EventsEvents can be classified into four broad categories based on their purpose and objective:1. Leisure events e.g. leisure sport, music, recreation.2. Cultural events e.g. ceremonial, religious, art, heritage, and folklore.3. Personal events e.g. weddings, birthdays, anniversaries.4. Organizational events e.g. commercial, political, charitable, sales, product launch.

Leisure events

Cultural events

Personal events

Organizational events

What is Event Management? Event management, the most profound form of advertising and marketing, is a

glamorous and thrilling profession. It provides an opportunity for unleashing one's creative potential to a very high degree.

Event management is a process of organizing a professional and focused event, for a particular target audience. It involves visualizing concepts, planning, budgeting, organizing and executing events such as fashion shows, musical concerts, corporate seminars, exhibitions, wedding celebrations, theme parties product launching etc. It is a good career option which does not require much investment and offers a lot of independence and flexibility

. Event management is considered one of the strategic marketing and communication

tools by companies of all sizes.

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The Meaning and Importance of the Meeting, Incentives, Convention and

Exhibition IndustriesMeeting: designed to bring people together for the purpose of exchanging information to discuss a set of agenda or do a particular activity; does not include exhibits

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Meeting Set-Ups

• Set-Ups…– Theater style– Classroom style– Boardroom style

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The Meaning and Importance of the Meeting, Incentives, Convention and Exhibition

IndustriesCongress

regular or periodic gathering of people who belong to religious, cultural, professional or other

associative groups. This is often staged to shed light on a particular

question, subject or issue.

Convention: an event in which

meetings are combined with exhibitions.

Conferences can be academic, medical, business,

training and internet conferences.

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The Meaning and Importance of the Meeting, Incentives, Convention and Exhibition

IndustriesIncentive:

an activity to encourage the participants to increase production or solve problems within an organization.

Conference • When any group gets

together to exchange views and consequently to convey a message, open a debate or give publicity to some opinions or issues such as climate change

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• Seminars – are educational events for the training of

managers and employees. Most seminars are not comparable with boring lectures. Interactivity is the key.

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The Meaning and Importance of the Meeting, Incentives, Convention and

Exhibition Industries•Exhibition: an event designed to bring together providers of products, equipment and services in an environment in which participants can demonstrate their products and services to a group of participants.

•Culinary Arts Exhibit•Root Crops Exhibit

• Trade fairs: are a enormous opening to showcase your most recent products to customers and business partners. Event management of trade fairs is where companies showcase their most recent products and services.

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The Role of the Meeting, Incentives, Convention and Exhibition Industry

in the Tourism IndustryTraditional Meeting vs Virtual Meeting

With the evolution of advanced innovative technologies to cut cost, empower employees to spend quality time with their families, and maximize participation of the target participants, is traditional meeting a thing of the past?

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4 Major Components of the Convention Industry:1. Planners: individuals or

groups that plan out meetings, conventions and exhibitions Corporate Meeting Planners: work

exclusively for a corporation Association planners

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Independent Meeting Planners: contract their services to both associations and corporations

2. Host Facilities: provide lodging, meeting rooms and food and beverage. These include the accommodations sector, restaurants, and universities.

3. Services: refer to individuals and organizations that provide support for the meetings such as transportation, tour guide companies, and entertainers.

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4.Exhibitors: work for the company which is hosting the meeting/convention. They are financially linked with all segments to introduce products and/or services. They provide the revenue needed for the planners. Otherwise called as Advertising Director, Communication Director, Marketing Executive.

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History of Meetings, Incentives, Conventions and Exhibitions

• Exhibition– World Exposition in the middle of 19th century– Great Exhibition in England (1851)– World Expo (1970)

• Meetings & Conventions– Congress in Vienna (1814-15)– 1st convention bureau was established in Detroit (1895)– Destination Management Association International claims to be the largest association of

convention and visitors bureau (CVBs)• MICE in the Philippines

– International Monetary Fund (IMF) Meeting in 1976 held in Manila– Asian Institute of Tourism (AIT) was established in same year granting unit degree of the UP

System – Philippine Convention Bureau (PCB) was created (PD 867) and was reorganized and renamed Phil.

Convention & Visitors Bureau (PCVB)

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The Growth of the Meetings, Incentives, Conventions and Exhibition Industry

Factors of Growth:

• Meeting planners association: education, travel agency

• Airline industry: commercialized charter/jet airplane

• Lodging industry: hoteliers• Convention centers: PICC; CICC industry and

association affairs since 1980s

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• Conference centers: modern restaurants, recreational facilities

• Meeting technology: video projectors, microphones, Wi-Fi ready environment

• Ground handlers: transportation, sightseeing packages, banquets, hotel reservation

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Meetings Management

Meeting Planners must possess strong administrative and leadership qualities.

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Parts of an Event Activity Pre-event Activities

Planning & conceptualization Establish objectives Forecast attendance and budget Site or venue selection Negotiate contracts Prepare correspondence Create marketing plan Plan and organize logistics Plan and organize audiovisual needs

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Parts of an Event Activity On-site Activities

Conduct pre-event briefing Prepare executive and

contingency plans Regulate management team Troubleshoot Approve invoices

Post-meeting Activities Plenary summary Evaluate Award recognition Shipping arrangement Plan for next year/next

event

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OrganizedEfficientResponsiveAttentiveIntelligent

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PromptPrompt CourteousCourteous HardworkingHardworking FriendlyFriendly HospitableHospitable

10 personality characteristics of successful meeting planners

(Strick & Montgomery):

Majority of planners are between the ages of 35-55. More than 50% are women, 66% have a college education. Most of them have more than four years experience in the field.

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Career opportunities are in the following Industries:

• Event Management• Event Management Consultancy• Hotel, travel and hospitality Industries• Advertising Agencies• Public Relations Firms• Corporations• News Media• Non profit organizations• Integrated marketing communications companies

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Chapter Test: ½ sheet of paper– What is an EVENT?– What are the parts of an event?– Explain why MICE is an important sector

of tourism.– Differentiate: meetings, convention,

congress, and conference

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