Elements of MICE and Events

1. Planners
INTRODUCTION TO M.I.C.E. INDUSTRY CATEGORIES
“Plans are nothing. Planning is everything.”  Corporate meeting planners
– Albert Einstein  Association meeting planners
 Independent meeting planners.
2. Host Facilities
DEFINITION OF TERMS 3. Services
4. Exhibitors
MEETING- gathering of people for a common
purpose such as business, social, or religious Major source of revenue
purpose. Meetings do not include exhibits  Great increases in expenditures, MICE
experienced a great growth as well
Incentive- reward event intended to showcase
persons who meet or exceed sales or production Role of MICE and Events in the Tourism
goals. It is also called incentives program. and Hospitality

Conference- participatory meeting designed for History of MICE Industry

discussion, fact-finding, problem-solving, and ● Archeologists found ruins that served as places
consultation. It is used by an organization to where primitive people gathered to discuss
exchange views, convey a message, open a common interests.
debate, or give publicity to some area of opinion on ● Each village or hamlet had its common gathering
a specific issue. place.
● Cities became the center of activities for
Convention- gathering of individuals in which the geographical regions
planning activity of the attendees is to attend ● Transportation improved
educational sessions, participate in meetings/ ● The desired of the people to gather and discuss
discussions, socialize, or attend other organized things of common interests became widespread.
events. ● Trade associations, professional, fraternal,
Conventions include exhibits. religious organizations assembled to discuss
relevant issues.
Exhibition- the display of products or promotional
materials for purposes of public relations, sales, Development of MICE Industry in the
and/ or marketing. It is an activity designed for Philippines
suppliers of products, goods, and or services to ● The development of the Philippine convention
demonstrate and promote industry became official government policy in 1976,
to a certain market. a milestone year that marked the establishment of
Southeast Asia’s first full-fledged convention
Exposition- larger in scale than an center, the Philippine International Convention
exhibition. It generally consists of a Center (PICC); and the creation of the Philippine
huge public display of the goods and Convention Bureau (PCB) as a government
services of a particular industry. corporation dedicated to the promotion of
Philippines as a meetings and convention
destination.

Event- an occurrence , happening, and activity That same year, the Philippines successfully played
designed around various themes in order to create host to the International Monetary Fund - World
or enhance interest in a destination. Bank Joint Conference that signaled the entry of
the Philippines into the world conventions market.
● Since then, the Philippines has hosted some of THREE (3) SECTIONS
the biggest and most important international and 1. Members with the same interests Ex. American
regional meetings, conferences, conventions, Association of the Retired Person (AARP)
congresses, and events that have made its capital 2. Consists of scientific, engineering and learned
city, Manila, one of the acknowledged “Convention associations such as the Council of the Hotel,
Cities” of the world. Restaurant
and Institutional Education (CHRIE).
The Growth of the MICE and Events Industry 3. concerned with religious, charitable and public
● The growth is due to several factors: services such as the American Heart Association
1. Meeting planners association
2. The airline industry ROLES OF ASSOCIATION
3. The lodging industry - organized for the betterment of their members
4. Convention centers - main activity is to gather and exchange
5. Conference centers information through publications, educational,
6. Meeting technology seminars newsletters and meetings.
7. Ground handlers
CONVENTION CENTERS
Chapter 2 - a public agency whose aim is to host meetings
INDUSTRY STAKEHOLDERS, SUPPLIERS AND and exhibits in a venue.
REGULATORS -majority of the convention centers are owned by
the city, country, or state government and
Key Players appointed board or authority.
1. Associations - it may be managed by private management
2. Convention Centers companies.
3. Conference Centers
4. Tour Operators ROLES OF CONVENTION CENTERS
5. Trade shows and expositions - provides banquet, food and beverage and
6. Hotels concession services.
7. Conventions and visitors bureau Provide big, flexible rooms for trade shows and
8. The Process of providing the MICE Event smaller spaces for banquets, meetings and
association parties.
ASSOCIATION CONFERENCE CENTERS
- organized body that promotes and enhances a  Specialized hospitality operation which aims to
common facilitate and support small to medium size
interest activity of purpose. meetings of 20-50 people
TWO (2) MAIN CATEGORIES  Established to meet growing demand for
specialized meetings.
1. TRADE ASSOCIATIONS- non profit  Designed of the conference center emphasizes
organizations that are designed to address comfort and privacy for the attendees.
the needs of for-profit business. ROLES OF CONFERENCE CENTERS
 Majority of these facilities provide overnight
- members are business agencies that have the accommodation for their participants.
same objective.  Charges one price that includes meals, room
Ex. Professional Convention Management rates, meeting rooms, audiovisual equipment,
Association (PCMA) coffee breaks and paper supplies

2. PROFESSIONAL ASSOCIATIONS- non-profit TOUR OPERATOR

organizations that are not business-oriented.
 Work with meeting planners in arranging tours shared a common product showcased their wares
and activities for meeting attendees and their together, giving trade show a new look
families who combine business with pleasure.
 At present, trade show industry is the most
ROLES OF TOUR OPERATOR exciting, dynamic and economical means for
 Tour operators often create tour packages for the marketing individuals to achieve their sales goals.
spouse, guest or children of the convention  With the increasing number of attendees, cities
attendees. now compete for the trade show business.
 The convention delegates usually received
information about tours several weeks before the HOTELS
convention. ROLE OF HOTELS

TRADE SHOWS AND EXPOSITION  Provide comfortable overnight accommodations

 Also called scientific/technical conferences for out- of-town guests for a meeting, convention or
 An activity which aims to represent a major trade show
industry marketing event  Meetings and conventions have become a major
 Exhibition- historically a European term, then source of revenue for hotels.
the American adopted the term to refer to travelling  Most hotels have meeting rooms, convention
shows such as art exhibitions facilities and small exposition halls.
 Exposition- public shows  Convention Service Manager Most important
 Trade shows- private shows open to those person in the hotel
involved in the industry.  He acts as a Liaison between meeting planner
and hotel
 Trade shows provide a venue in which
individuals associated with a particular industry can CONVENTION AND VISITS BUREAU
bring their products and exhibit them together, thus
exchange of information.  Non- profitable organization designed to solicit
visitors and conventions to a community
HISTORY OF TRADE SHOWS  Majority are privately owned, others are housed
 Trade shows or expositions started when within the state government
caravan crossing desert would meet and exchange  Funded by hotels accommodations tax
products  Coordinates all activities of meetings and
(Evan St. Lifer) conventions. These includes Marketing the
 In US, 1876 when Alexander Graham Bell destinations, providing information about possible
showed his telephone at the Philadelphia host facilities, coordinating familiarization tours for
Centennial Exposition, showing America’s first 100 meeting planners and association executives.
years  Liaison between the group and several suppliers.

 Industrial era: marketing of product became very SUPPLIERS of MICE INDUSTRY

important 1. HOTEL
 Salesmen spent most of their time on road - The lodging industry recognized the financial
selling their products importance of MICE
 Later, they began renting hotel room to display - Hotel grew and became convention centers
their wares - Hoteliers learned how to adapt their services to
 As trade show industry expanded hotels became different clients.
insufficient to use. - Property marketing directors learned how to
 Mid 1920’s, hardworking individuals develop an work with meeting planners
exhibit hall in which large groups of exhibitors who
2. FOOD AND BEVERAGE
 could be contracted out to external catering  Organized
companies alternatively, centers might have their  Efficient
own in- house facilities serving on the quality of  Responsive
both their food preparation & service any of them,  Attentive
asking about variety in terms of international styles,  Prompt
prices and levels of services? Should include meals  Courteous
and refreshments  Hardworking
 Friendly
3. AIRPORTS  Hospitable
 international airports have commercial
relationships with and provide services to airlines MICE Planners
and passenger from around the world. ✓ Majority of the event planners are between the
 Many also serve as hubs, or places where non- ages of 35 and 55.
direct flights may land and passengers may switch ✓ More than 50% are women, 66% have College
planes, while others serve primarily direct point-to- education
point flights.
✓ Most of them have more than four years’
experience in the field.
4. MEETING TECHNOLOGY
 Modern audio visual equipment gave meeting
RESPONSIBILITIES OF MICE PLANNERS
planners a greater degree of flexibility and creativity
that was never possible in the past.
Pre-meeting Activities:
 Video projectors, 360-degree projection
1. Plan the agenda of the meeting/event
techniques, multi-image presentations, and unique
2. Establish the objectives of the meeting
sound systems.
3. Predict the attendance
4. Set the budget of the meeting
CONVENTION BUREAUS
5. Select the site of the event/meeting
 Grew rapidly both in numbers and size
Select the meeting facility
operations.
7. Select the hotel
 The number of bureaus has doubled since 1980,
8. Negotiate contracts
from 100 to more than 250.
9. Plan exhibition
10. Prepare exhibitor correspondence and packet
Chapter 3
11. Create marketing plan
MEETING MANAGEMENT
12. Plan travel to and from the site
MICE Planner
13. Arrange ground transportation
Individuals or groups who sponsor a meetings or
14. Organize shipping
event usually appoint a single individual or
15. Organize audiovisual needs
committee to coordinate the meeting
On Site Activities:
-The person coordinating the meeting is called
several names: planner, meeting planner,
1. Conduct pre-event briefing
coordinator, meeting director and professional
2. Prepare executive plan
congress organizer
3. Move people in/out
4. Trouble shoot
-A usual professional planner of parties or social
5. Approve invoices
events, as for corporate or government officials.
-He/she must possess strong administrative and
leadership qualities.
Post-meeting Activities:
CHARACTERISTICS MICE PLANNER
1. Debrief
2. Evaluate EXPENSES FOR A MEETING, CONVENTION OR
3. Provide recognition and appreciation EXPOSITION COULD INCLUDE THE
4. Arrange shipping FOLLOWING:
5. Plan for the next year 1. Meeting/ event planner fees
2. Marketing expenses
 These responsibilities may vary due to the nature 3. Printing and copying expenses
of the association, corporation or group that the 4. Mailing
planner is representing. 5. Shipping
 In general, the association and corporate 6. Support supplies such as office supplies
planners are responsible for all aspects of the 7. Support staff
meeting including the agenda while the 8. Audiovisual equipment
independent meeting planner may only be 9. Signage
responsible for certain aspects of the meeting such 10. Speaker fees, honorarium and expenses
as site selection, agenda planning, budgetary 11. Tours
matters and negotiations. 12. Ground transportation
13. Food and beverage events
Pre-meeting Activities 14. Interpreter
The Meeting Agenda 15. On site personnel
 Before a meeting planner can start planning the 16. Rental fees for meeting and exposition space.
meeting he/she must know why the meeting is
being held ATTENDANCE
-determines the success of a meeting or
o Meeting Objectives convention.
 The meeting agenda provides the basis for the -To solicit attendance, the meeting planner should
establishment of objectives. develop a marketing plan.
 The meeting objectives, in turn will -To develop a marketing plan, the planner must
know what he and the sponsoring organization are
The meeting objectives, in turn will provide the marketing and who the prospective attendees are.
groundwork for the budget, the site selection and
the site facility. Budget of the Meeting setting the SITE, MEETING FACILITY
budget for the meeting is a difficult task. It is AND HOTEL SELECTION
successful if the meeting planner is consulted  The success of a meeting, convention or
before the budget is finalized. The budget should exposition depends on the site and facilities
contain income expenditures as thoroughly as chosen.
possible.  The site depends on the purpose of the meeting.

Income for a Meeting, Convention or Exposition ON SITE ACTIVITIES

could include the following:  The meeting planner should arrive at least
-Registration fees 1 hour before the event in the case of a single
-Exhibitors fees event.
-Company or sponsoring  In case of a major convention or exposition, the
-organization money revenues planner should arrive several days before the event
to over see the move-in activities.
4. Advertising revenues
5. Revenues from the sale of educational materials Post meeting Activities
6. Event sponsor contributions  After the conclusion of the event, the planner
7. Registration fee interest should do a debriefing session.
8. Grants or contributors  Include all the persons at the pre event Briefing
 The aim is to follow all those involved to discuss 7. Formulating committees
openly their perceptions about the meeting 8. Establishing a marketing and promotional plan.
 The items of contention will be discussed and 9. Hiring subcontractors
resolved. 10. Designing food and beverage functions
Chapter4
PLANNING AND APPROVAL PROCESS  Establish a tangible goal and objectives.
 First, start by asking yourself: Why are you
Introduction: organizing this event, and what do you hope to
It is important to stay organized when planning an achieve?
event or program.  If you know your organization’s key goals before
There are usually many details to remember and planning, you can ensure that every part of your
tasks to complete. event is optimized for success.

What is PLANNING? 1. Develop your event goal and objectives

- Planning is the process of stating objectives 2. Targeting the population
and then determining the most effective
activities or accomplishments necessary to 3. Designing the program
reach the objectives The program design is the structuring,
balancing and pacing of the program by
Objective of Planning combining major topics and sub-topics,
- To focus attention on object and results passive and active sessions, serious and
- To reduce uncertainty and change fun presentation to provide professional and
- To provide sense of direction personal growth and networking
- To encourage innovation and creativity opportunities for participants.
- To help in coordination
4. Creating a budget
The sponsor of a meeting, convention or exhibition Some of the critical expenses you need to include
is a group responsible for the event. in the budget are:
Sponsors of a meeting, convention and exhibitions •Venue
can be: •Food and Drink
•Entertainment
1. Associations •Décor
2. Corporations •Staff
3. Trade unions •Marketing
4. Independent companies who sponsor and •Software
operate trade shows. •A/V
5. Religious groups
6. Theater and arts groups 5. Selecting a site
7. Social organization Some things to consider when picking a venue for
your event are:
There are several steps to be followed in the •Accessibility
process of planning a meeting, convention and •Size
exhibition. These are: •Parking
1. Establishing goals and objectives •Insurance
2. Targeting the population •AV
3. Designing the program •Costs
4. Creating a budget
5. Selecting a site
6. Negotiating contracts
6. Negotiating contracts
9. Hiring subcontractors
 The negotiation of price and services will begin
after the site has been selected.
 The planner should determine how to transport
 Negotiations are usually undertaken between the
the participants to the
representatives of the host properly and the
host city where the meeting to be held
sponsoring organization.
 Second the planner should determine how to
 Once the negotiations have been concluded, a
transport them from one place to another within the
legal document which defines the responsibilities of
host city.
all the parties concerned.
 The planner must also determine how to transfer
the exhibit materials, office supplies and
7. Formulating committees
registration materials to the exhibit site.
Assigning individual roles to team members creates
a system of accountability, as well as preventing
10. Designing food and beverage functions
tasks from falling to the wayside.
Any event takes a concerted team effort to handle
 The food and beverage functions must be with
all the details. Consider identifying one key Event
program design and budget for the meeting,
Manager or Event Chair as well as individual
convention and exhibition. The sponsor has the
responsibility to:
Chairpersons for subcommittees, such as:
subcommittees, such as:
1. Determine the number of food and beverage
•venue management;
functions needed for the conference.
•speakers;
2. Determine the type of food and beverage
•entertainment;
functions needed for the conference.
•publicity;
3. Determine the cuisine.
•sponsors;
4. Guarantee attendance figures.
•and volunteer management.
5. Develop a system for record keeping.
In determining the number of food and beverage
8. Establishing a marketing and promotional
functions to be included in a meeting, convention
plan.
and exhibition, the sponsor must consider the
overall budget.
Some components that might want to include in the
plan are:
 After determining the number of food and
•Web page announcement
beverage functions, the type of functions should be
•Social media
established. The following are the various ways of
•Email blasts
providing food and drink to the attendees:
•Press and media connections
1. Breakfast
• Printed materials
2. Lunch
3. Dinner
Finally, no promotional plan is complete without the
4. Refreshment breaks
post-event thank- you’s, sponsor
5. Receptions
acknowledgements and articles about the event’s
6. Hospitality suites
key messages or fundraising success.
7. Theme parties  Formal methods such as questionnaires or
8. Late night suppers surveys are other ways evaluating the meeting or
9. Recreational activities convention.
 Formal methods such as questionnaires or
ON-SITE MANAGEMENT surveys are other ways evaluating the meeting or
convention.
 It involves overseeing every aspect of the
meeting or convention from the time the registration
table open until the last guest departs.
 For large meetings that several days, one person
cannot attend every activity.
 Thus, the planner and sponsor should have a
good working relationship with site staff and
suppliers to be sure that every activity is carried out
on the scheduled time.

 The planner should arrive a few days before the

event to meet the hotel staff, suppliers, personnel
and other key individuals. Importance of Planning and Scheduling?
 The planner should make sure that all employees
are at their assigned areas, pick up messages Establish Roles and Responsibilities
regularly from the staff office and maintain regular Minimize Cost
communication with the suppliers and personnel. Focus on Objectives
 The planner must also monitor on-site Achieve Goals
attendance. Offset Uncertainty and Change.
 Attendance figures should be recorded on a form
prepared for this purpose.
 After the convention, the planner and the
sponsor can use the attendance results to plan for
the next year’s meeting convention.
 The planner should also conduct a post
conference meetings to evaluate the meeting-its
strengths and weaknesses.
 Other important post meeting activities include
writing thank you notes, reviewing and paying bills,
tipping the gift giving.

EVALUATION
Ways of evaluating a meeting:
 Smaller meetings can be evaluated through
informal methods. Comment cards and informal
conversations with planner can be used to obtain a
general feedback.
 After a meeting, the sponsor or planner may
telephone some attendees and ask about their
impression of the event.
 Another method is a focus group which may give
suggestions for improvement.