LESSON 1 events where experts, professionals, or

individuals with common interests come

WHAT IS MICE? together to exchange knowledge, ideas,
 MICE stands for Meetings, Incentives, and experiences. They can vary in size
Conferences, and Exhibitions. It is a and scope, from industry-specific
specialized segment of the events and conferences to academic
hospitality industry that focuses on
planning, organizing, and facilitating  Exhibitions or Events - Exhibitions are
various types of business and events where an organization/s promotes
professional gatherings. These products and services to the public. New
gatherings can range from small, launches and information relating to their
internal meetings to large-scale products and services are also exhibited.
international conferences and trade An exhibition usually covers a specific
shows. MICE events serve diverse industry and a target market.
purposes, including knowledge
sharing, decision-making, team The Event Industry and Characteristics of
building, and marketing, among others. Event

HISTORY The Event Industry: The event industry

encompasses a wide range of planned
 The history of MICE began in Europe way occurrences, from small gatherings to large-
back the 19th century, when economic scale productions. It plays a vital role in
growth and industrial revolutions raised various sectors, including business,
the demand for business travel and entertainment, education, and social life.
meetings. Event professionals are responsible for
conceptualizing, planning, organizing, and
 The future of the MICE sector will executing events to achieve specific
continue to be shaped by innovations and objectives. This industry is dynamic and
new trends. It is expected that virtual and continually evolving, influenced by changing
hybrid event formats will continue to gain trends, technologies, and societal
importance and new technologies such preferences.
as artificial intelligence, and virtual reality
will be increasingly used to create Characteristics of an Event:
interactive and immersive experiences.
 Purpose: Events have a distinct purpose,
which can be celebratory, educational,
DEFINITION AND CHARACTERISTICS promotional, or social.
 Planning: Events require meticulous
 Meetings - refer to gatherings of people planning, including venue selection,
for a specific purpose, often involving logistics coordination, and program
discussions, presentations, and development.
collaborations. They can be small-scale,  Participants: Events gather participants
such as team meetings, or large-scale, or attendees who engage in activities,
like corporate seminars. share experiences, or achieve certain
goals.
 Incentives- are a segment of MICE with  Time-Bound: Events occur within a
the purpose of leisure. It refers to the defined timeframe, ranging from a few
travel rewards that an organization will hours to multiple days.
offer to staff, teams, partners, affiliates  Uniqueness: Each event is unique, with
and sometimes, for customers. The main its own theme, objectives, and tailored
goals are to show appreciation for a great atmosphere. Experience: Events aim to
performance, boost morale, and also create memorable experiences for
increase loyalty. attendees through entertainment,
networking, or immersive activities.
 Conferences - Conferences are formal
 Marketing: Effective promotion and  Medium-Scale Events Definition:
marketing are essential to attract Medium-scale events are moderately
participants and ensure the event's sized gatheringsthat accommodate a
success. larger audience than small-scale events
 Coordination: Successful events require but are not as extensive aslarge-scale
coordination among various stakeholders, events.
including organizers, vendors, and  Large-Scale Events Definition: Large-
volunteers. scale events are major gatherings that
 Evaluation: After the event, organizers draw asignificant number of attendees,
assess its success, gather feedback, and often spanning regions or even nations.
identify areas for improvement. Examples includeinternational trade
expos, global music festivals, and the
Event Industry Olympics.

 The event industry refers to a diverse and Importance of Event Industry

dynamic sector encompassing the • Cultural Enrichment
planning, organization, management, and • Business Networking
execution of various events, gatherings, • Economic Driver
and occasions.
These events can range from small, private Impact on the Global Economy Definition:
celebrations like weddings and birthday • Revenue Generation
parties • Job Creation
to large-scale international conferences, trade • Boosting Sectors
shows, festivals, and sporting events. • Statistics

Types of Events Characteristics of Events

• Temporary: Olympic Games
 Corporate Events: These are gatherings • Unique: Royal Weddings
organized by businesses and • Planned: Product Launches
organizations forvarious purposes such • Managed: Music Festivals
as conferences, seminars, product • Customer-focused: Trade Shows
launches, and team-buildingactivities. • Change-oriented: Political Rallies
 Event Social Events: Social events are
personal celebrations like weddings, Stages of an Events
birthdays,anniversaries, and reunions, • Conceptualization
aimed at bringing family and friends • Planning
together. • Execution
 Entertainment Events: Entertainment • Closure
events include concerts, theater
performances, film premieres, andmusic Steps in Event Planning
festivals that provide audiences with Budgeting, Venue selection, Marketing,
entertainment and artisticexperiences. Logistics & Evaluation
 Sports Events: Sports events
encompass a wide range of competitions,
from local matches to international Classifications and Categories of Events
tournaments, catering to sports
enthusiasts and athletes. Event is a growing industry worldwide. We can
witness the tremendous growth in past
Size of Events two decades in this industry. The cause of this
tremendous growth is the awareness among
 Small-Scale Events Definition: Small- the people regarding what actually the event
scale events are intimate gatherings is. Events refer to the things that happen
typically attended by a limited number of around us. There are generally two kinds of
people. Examples include family dinners, events. There are ordinary events that occur
board meetings, or workshops. naturally in our environment and in our daily
lives. On the other hand, there are special Events that bring people together to market
events. and promote product offerings is for
commerce. Product launches, exhibits, trade
Special Event is defined as “a unique moment shows, product demonstration and retail
in time celebrated with ceremony and ritual to events
satisfy specific needs” according to the Guru are just example of this event.
of Events Management Dr. Joe Goldblatt.
Anevent is a general term indicating the Classifications according to the purposes
coming together of a number of people in one of the events;
place, to confer or carry out a particular 1. To increase the awareness among people
activity. Frequency can be on ad hoc basis or at large - exhibitions, trade fair, expo etc.
according to set pattern (International 2. To earn profits - concerts, festival events,
Congress and Convention Association). paid workshops, paid seminars etc.
3. To educate people - free workshop, free
Events are classified into 4 main categories. seminars, educational fairs etc.
All these categories are further classifiedinto 4. To fulfill rituals and customs - weddings,
various types. religious occasions, festival celebrations etc.
5. To celebrate- parties etc.
Types of Events 6. To incorporate professional meetings-
corporate meetings, conference, AGMs etc.
Events can be classified according to the
following:  According to number of participants
1. According to purpose – The C’s of events Events may range from few participants to a
2. According to the number of participants multitude scale of participants. Participations
3. According to frequency may be differed according to events. Wrathall
4. According to impact and Gee (2011) events according to audience
size can be classify as:
According to Purpose – The C’s of events
 Mega Events
This event is classified to brings people Generally mega event is termed for the event
together to CELEBRATE life milestone and where the audience or attendees are massive
accomplishments, and to perform rituals or in size. The numbers are in some thousands
ceremonies as required by religion, culture or or millions. These types of events are
society. CELEBRATION from the Latin word organized for targeting international audience
“celebro”, meaning ‘to honor”. Occasion to & markets.
honor are life-cycle events (from basket to
casket); religious ritual; commemorative  Hallmark
ceremonies; and socio-civic activities. Refers to those events that become so
identified with the spirit or ethos of a town, city
Events that bring people together to or region that they become synonymous with
commune and strengthen bonds of friendship the name of the place and gain widespread
and restore relationship. Example of these recognition andawareness.
events are Class reunion; family reunion and
hallmark  Major Events
events. This type of event ranges in between mega
and local events. Here the gathering of crowd
Convene are events that bring people is in thousandbut not in millions. This requires
together to share and pass on knowledge a good amountof investment and manpower to
among peers and colleagues. Main purpose is handle and manage crowd.
to educate, example of this event is meeting,
conference  Local/Community/Minor Events
and convention. Edutainment result from the Targeted mainly local audiences and may
use of entertainment devices to present appeal to local communities or a
educational concept. selectedgroup of people. The purpose of local
events is to get audience from local areas that
are within 50-80 square miles of the location. sponsored orfundraising events &
This type of event attracts crowd more of local educational events. All the other events like
markets. Overnight accommodation and sports, weddings, parties,inaugurations and
logistics for event participants is not a barrier many such are included in these 4 main types.
in theseevents. Around 80% attendees are Any event is unique when you add something
from local markets. Some of the best customized or creative into it. Thiscan be into
examples are workshops, exhibitions, decoration, audio-visuals, catering menu,
seminars, parties, educational fairs, local artists, designing etc. This uniqueness comes
festivals etc. The investment is also not so from constantmarket survey and research. It is
immense. Here the crowd are in hundreds to possible that what's unique for you may not be
thousands. unique for someone else.Uniqueness in event
is not always innovating something
Types of the events can be broadly extraordinary or totally new. Also, the success
classified into 4 main categories. of anyevents depends on the appreciation of
the audience or guests who attended your
 Private Events -Private events are events & the person who wasthe host of that
mostly hosted by individuals. The event event. These people defines whether event
mainly depends on the purpose of the was successful or not. After-all every event is
organizer or the host of the event. being organized for those people only.
Investments& gatherings are also limited
to the size of the events.
LESSON 2: WHAT IS THE
 Corporate Events -As the word SIGNIFICANCE OF THE EVENTS
corporate suggests, these events are INDUSTRY?
also organized for some official purposes.
Corporates, professionals and
I. Significance of the Events Industry from the
businessman uses corporate events to
Learner’s Point of View
help build professional relationships with
their clients to expand their business or to
The event industry holds immense significance in
appreciate or motivate their employees.
today's society, serving as a dynamic and vital
sector that impacts various aspects of our personal,
 Sponsored or fund-raising Events -
social, and economic lives. events , ranging from
This is a special type of event which
small gatherings to large scale conferences and
focuses on the fund-raising activities and
festivals, play a pivotal role in shaping our world.
sponsored activities. The purpose of
these events can be an upliftment of the
 Diverse Learning Opportunities
society or to provide charity to the needy.
-This diversity offers learners exposure to various
This event does not aim to earn profits.
types of events allowing them to acquire a broad
Unconditionally it is organized by some
set of skills and knowledge.
organizations, foundations and also by
-Events provide an opportunity for learners to
event managers for special cause. Since
develop a wide range of skills relevant to the
past one decade, this type of event is
tourism and hospitality sector, including customer
getting more popular among cities to
service, event planning, food and beverage
raise the funds and to provide support to
management and guest relations.
the needy people.
 Creativity and Innovation
 Educational Events The operations of
Event planning encourages learners to think
this type of event are to promote
creatively and come up with innovative ideas to
education and learning. This education
make events memorable. This fosters creative
can be in any context or any sector.
problem- solving skills and encourages out-of-
These events are not restricted to specific
the-box thinking.
caste, religion, age, community.
 Practical Experience
There are basically 4 types of events
-Event management and planning often require
as:Private events, corporate events,
 hands-on experience. Learner in the event holding them beyond peak days.
industry can gain practical knowledge by  Quality – events attendees spend more
assisting with event organization, logistics, compared to ordinary tourists hence,
marketing, and execution. providing higher revenue for the same length
-This experiential learning can be invaluable for of stay compared to regular tourists. MICE
building a career in this field. attendees also havehigher disposable
-Personal growth- working in the event industry income and use more tourism facilities than
can lead to personal growth by enhancing skills ordinary tourists.
such as time management, organization, and
leadership. Multiplier effect context of the hospitality
industry
 Project Management Skills
Event management involves planning,  Direct impact- the direct impact of the
organizing, and executing complex projects hospitality industry includes spending on
within specific time frames and budgets. Learners accommodations, food services,
can develop strong project management skills, transportation, and entertainment.
which are transferable to various industries.  Indirect impact- the indirect impact occurs
when hospitality business purchase goods
and services form other industries.
 Induced impact- the induced impact is the
Networking Opportunities result of the spending of employees and
-The event industry offers ample opportunities for business owners in the hospitality sector and
networking with professionals, clients, vendors, and its supply chain.
other stakeholders. Building a strong professionals  Labor market impact- the hospitality
network can open floors to future career industry is labor-intensive, employing a wide
opportunities and collaborations. range of workers, including hotel staff, chefs,
servers, tour guides and more. As the
SIGNIFICANCE OF THE EVENTS INDUSTRY industry grows it creates jobs and reduces
COUNTRY'S POINT OF VIEW unemployment rates, which can have a
positive impact on local communities.
 The UNWTO defined tourism as “the  Tax revenue- the hospitality industry
activities of persons traveling to and staying generates tax revenue for local and national
in places outside their usual environment for government through sales taxes, occupancy
not more than one consecutive year for taxes, and income taxes from employees
leisure, business and other purposes, except and business. This revenue can be
activities remunerated from within the places reinvented in public services, infrastructure,
visited”. and community development.
 The year 2012 marked a great year in  Community development- a thriving
tourism as international tourist arrivals hospitality industry can lead to
eached the one-billion marked. United improvements in infrastructure,
Nation World Tourism Organization transportation, and amenities that benefit
(UNWTO) counted about 1.035B tourists both tourists and local residents. This can
who stayed overnight in another country, enhance the overall quality of life in a region.
and Southeast Asia is one of the regions  Entrepreneurship and small businesses.
that posted a double-digit growth at 12% in The hospitality industry often provides
the same year. opportunities for entrepreneurship and the
growth of small businesses.
THE MICE INDUSTRY IS CONSIDERED AN  Tourism promotion- successful hospitality
IMPORTANT SUBSECTOR OF TOURISM FOR sector can attract more tourism and visitors,
TWO MAJOR REASONS: leading to a self- reinforcing cycle of
economic growth
 Quantity – Events attract guests regardless
of the season. MICE have the ability to offer
a new experience at destinations thus
attracting more visitors and repeaters and Lesson 3 Your Role as a Manager of Event
 of encouragement and others or just by
The Event Manager merely tapping their shoulders.

Task of an event manager: SIXTH: Give back to their efforts

 After the event, thank your team.
 Information gathering- it is important that
you gather information about how the event IDENTIFYING THE PLAYERS IN EVENT
will look like. You are updated in the MANAGEMENT
industry in order to give suggestions to a The Client
client. - Either a group of people or an individual who
 Concept Development - Once you have have asked for your service in managing their
the details about what is going to happen, event.
you will now go to developing the concept. - They can also be called as hosts who are
 Planning- Plan for the best things to responsible for that particular event.
happen but do not forget to anticipate the Event Management Team/Planner
worst things to be encountered. - If you are part of it, then you are responsible in
 Coordinating- All the different tasks must attaining the expectations of your client. You willbe
be coordinated well to the team to ensure tasked to manage the overall aspects of the event
that everybody has the task to focus on, (or some aspects depending on the needs of the
thus, ensuring a well-organized event. client.
 Evaluating- This is one way of controlling
everything that has a vital role in Guests
contributing success of an event. - Refers to the people who are invited to attend in
that event. Since they are invited, it is important
Managing Event Team that they aretreated as your client because the
overall impact of what you have done will be
FIRST: You must know your team experienced by them.
 Make sure that you know the names, faces
and job profile of your team members. You Event Committee
must have good knowledge of their - These are the people who are assigned by the
personality and lifestyles. client to be the one to talk to for the event itself (in
case he or she has assigned one) who are
SECOND: Satisfy their physiological needs involved also in the planning and execution.
 You must be ale to satisfy the need to have - This may also include your own teams they will
food, water, shelter and other things be working together to ensure that everything is
necessary for survival as these will affect to be carried outaccording to their client’s
their performance. expectation.

THIRD: Make sure to fulfill their safety needs Financer

 During the concept development up to the - Refers to the money man or the person who
post event activities, the need to be safe foots the bill. Meaning, he is the one financing for
from physical and psychological harm must this event so he mayor may not be included in the
be regarded. Make sure that there are no planning and execution phase of the event.
internal conflicts among the team members. However, this person will make sure thathe gets a
reasonable return out of his investment.
FOURTH: Make sure that they belong within
the group Suppliers
 Make them feel that they are important in - They are the event manager’s contacts or
the team, in other words a sense of partners in delivering quality event execution. As
belonging and acceptance. their role is vital, an event manager must be able
to build good relationship to ensure a successful
FIFTH: Make sure to recognize your team event.
 By recognizing the effort they exerted in a
particular event by means of uttering words Other Entities
- Refers to the other group or group of people who contact clearly stating all charges services,
are external to the host and the event manager products, performance expectations and
who has/have the personal, financial, political, or other essential information
social interest on that event. Examples of this are
the media, community, government, and corporate  Maintain industry accepted standardsof
shareholders to mention a few. safety and sanitation

KNOWING THE INDUSTRY AND  Commit to increase professional growth

COMPETITORS and knowledgeto attend educational
Simple ways of keeping abreast of the industry programs and to personally contribute
and your competitors are the following: expertise to meetings and journals
Networking with friends and colleagues
 Observing events  Strive to cooperatewith colleagues,
 Attending seminars and workshops suppliers, employees, employers, and all
 Upgrading qualifications persons supervised, in order to provide the
 Watching events management-related highest quality service at every level
shows
 Watching food and beverage shows KNOWING HOW TO CREATE A CHECKLIST
 Joining industry-relevant organizations FOR AN EVENT
 Reading magazines and newspapers EVENT PLANNING CHECKLIST
 Surfing the net for related articles -6 to 12 Months Ahead
-3 to 6 Months
Reviewing Ethical Concerns & Issues -2 Months Ahead
Issues That We Have To Look Into -1 Month Ahead
 Asking for gifts or kickbacks -1 Week Before
 Disclosing confidential information of client -Day Before Event
 Overbooking
 Overpricing
 Subcontractory LESSON 4: GETTING STARTED:
ON GATHERING INFORMATION

PRINCIPLES OF PROFESSIONAL CONDUCT GETTING STARTED: ON GATHERING

AND ETHICS OF THE INTERNATIONAL INFORMATION
SPECIAL EVENTS SOCIETY (ISES)  Where to get the right information
 What to Know from the Prospect
 Promote and encouragethe highest level
 What other information to Ask
of ethics within the profession of the special
events industry while maintaining the  Dealing with Event Objectives
higheststandards of professional conduct
INTRODUCTION
 Strive for excellencein all aspects of our Now that you know the fundamentals of event
profession by performing consistently at management as an industry, you know the
above acceptable industry standards industry players, your roles as a manager, and
ethical concerns in executing events, we'll move
 Use only legal and ethical meansin all on to the first thing that we need to do, assuming
industry negotiations and activities that we already have the client, the gathering of
data pertinent to the occasion. This chapter will
 Protect the public against fraud and enable us to learn how to gather information
unfair practices information and from the client and will therefore train us on the
promote all practiceswhich bring respect basic skills that we need to have:
and credit to the profession communication.

 Strive for excellence Provide truthful Where and from whom can you get the right
and accurate informationand respect to information for an event?
the performance of duties. Use written
WHERE TO GET THE RIGHT INFORMATION 2. The WHO question
Because we already have a client (as we have  Next is to know the invited guests or the
assumed), the next step is to get the attendees. They are the most important
information so that it will be turned into a people in the event, so make sure that
concept. The question is, where are we going to you get to know them. For some clients,
get the right information? Or would it be right to there is no definite number yet of
say, from whom we are going to get the right attendees known. This is not a problem;
information? Translating that, the most wait until such confirmation is done.
important is, we have the right and exact Know the profiles of the attendees. It can
information, from the right sources. also affect the concept of the event that
you are going to develop. Know who they
 The Client - the client is the right are, what they do, and other important
person to talk to about an event. He or details that will help you decide on the
she exactly knows what he/she needs overall concept of the event.
from you.
3. The WHAT question
 Event Committee- as we have learned  After knowing the participants of the event,
from the previous chapters, one of the it would be significant to ask what the
players in the event chapters, one of the attendees will need, what are their
players in the event management is the expectations, what can delight them, what
event committee. Should the client create a can satisfy them, and what do they want
committee, they are also key people to be from our services.
asked on how the event would looklike. All
you need to do is toset-up a meeting with 4. The WHEN question
any of them as instructed to ask the  Once you know what the attendees will
necessary questions for you to develop the need that could delight them, we need to
concept of the event. know when the event will happen. The time
and date are very important details that we
WHAT TO KNOW FROM THE need to know because it will allow us to
PROSPECT evaluate if the number of days or months
Before going into the set time for your meeting prior to the event proper will be feasible for
with the prospect, make sure that you are ready your preparation. Be realistic. Never say
with questions written in a clean paper for you you can when it is impossible to achieve.
to write their responses. One way also to Events of various types have a timeframe of
ensure that everything was carefully recorded is preparation. Unless you want to
by bringing with you a voice recorder. But the compromise the quality of the output, an
question here is, what are those questions that event can be planned in just a week (except
we need to ask that will ensure all the details if it is just a simple meeting). But this is not
will be covered? To remember them, use the 5 the case; we need to satisfy our clients.
W's and H questions. Should the date given be not feasible; ask if
you can move it. State your reasons.
The following will guide you in what to ask from However, make sure not to ask if a date can
the prospects: be moved if we are talking here about
wedding anniversary and birthday
celebrations.
1. The WHY question.
 First thing that you need to know is why is 5. The WHERE question
it that the client wants to hold a particular  Once the date and time is confirmed, ask
event? Get the main objective and for the venue of the event if they have in
reasons for holding such an event, In this their mind. However, once you know
way, you would be able to conceptualize everything about the occasion, you will
something that will fit to the objectives of be able to identify where this should be
the event. celebrated. Just go back on the
information gathered and consider
 suggesting a venue you think is outcome and its effect. It should be able to
preferred. location is not matching the answer the questions such as how the people
purpose of the event and profile of their involved would feel or react after the event and
invited guests. how the feeling and reaction would affect them
as a result of their attendance to that event.
6. The HOW question
 Measurable
 This will allow you to know how much time
is needed to stage an event. This is also the The objectives should be measurable as it is in
time to verify from the host on how much he this way that it can be evaluated. Using
would be willing to spend for this event. Be parameters that in this way can be evaluated.
polite when asking about this. This is Using parameters that can be used in
normal; we can only work around with our measuring performance in concrete terms will
concept when we know how much is be best for it. Examples of this are attendance,
budgeted for this. Know if they want to earn sales income, sales volume, ticket sales,
on this event (except of course for recorded feedback, and audience size among
birthdays, weddings, and the likes). others. As mentioned in the previous
discussions, history of the event can be used
as a benchmark for the present event; similarly,
For conventions attended by the different the history can be measured by comparing the
professionals around the country, they can results of the two.
consider earning from various sources such as
sponsorship, advertising fees, merchandise
sales, supplier discounts, donations and even  Attainable
on ticket sales. Aside from these revenue The objectives must also be attainable. This
sources, it is also important that the possible means that whatever you want to be achieved in
expenses be discussed with the client. Some of this event should be possible to achieve so that
these are accommodation, overall ambiance stakeholders will be motivated on it. There is no
of the area, site rental, signage, speakers' fee use of objectives that are impossible to be
and honoraria and many others. attained, so as a manager, be sure that
everything is attainable.
WHAT OTHER INFORMATION TO ASK
 Aside from the questions asked, it is also  Realistic
helpful to ask for the history (should) there Objectives must also be realistic. Realistic
be) of the event to be executed. You can is the same manner that is attainable,
benchmark on this especially on the using the resources available such as the
negative comments from the clients to manpower, the time, and the money.
ensure that it won't happen again. Meet if
not exceed expectation on the positive  Time-bound
comments. Again, we have to remember
There should be a specific time as to when the
that what we are going to execute should
objectives should be attained. This is another
satisty the expectations of the people
measure for performance that can happen
involved in an event.
either during the event, immediately after the
event, or even after how many days the event
DEALING WITH EVENT OBJECTIVES
was executed.
 Now that we have the information, we need
to conceptualize the event, we need to deal  Exciting
with the objectives of having this event
incorporating the expectations of the client. For the event team to be fully motivated to
An event objective should be SMARTER attain all the objectives, it must be exciting.
(Salvador, 2009, pages 40-41): There should be an indicator that the difficulty in
putting all the elements of the event plan is
overcome by the excitement of the team.
 Specific
The objectives of the event must be clear,  Responsible
concrete and well-defined with an obvious
The objectives must not be centered on earning
profits only. They should be responsible to the following:
objectives. The next thing to do is to draft your
vision for the event. This should define what • Accessibility
kind of event you want to be executed based on • Location
objectives set and taking into consideration the • Ambience
data gathered by the interview questions. • Seating capacity
• Safety of attendees
• Food and beverage facilities
Lesson 5:The Concept of the Event • Availability of other important supplies
• Features like stage
How to Develop the Concept
• Others that are necessary
 Developing an event concept is a complex
process, involving consideration of client
The participants of the event
and planner requirements. The success of
 During the first phase, you interviewed the
an event hinges on the quality of its
prospect and you were able to know who
conceptualization and execution. Planners
the participants are. It is an important
should work meticulously, incorporating
consideration that you as a planner exactly
insights gathered during client interviews
know who they are in order for you to
as the foundation for their concepts.
match the concept of the event.
The format of the event
The budget of the event
 There are many formats that you could
 The question on how much the client is
make use of but the most important is, it
willing to finance the events is very
matches to the objectives you set prior to
important consideration in designing the
conceptualization of the event concept.
event concept. For example, when we are
Know the tone of the event, check if it is
talking about budgeting for a wedding
formal or informal. When a format is finally
event, this may require just an average
chosen, don’t just rely on it. Research on
amount up to the huge amount that the
how the format was used in previous events
couple-to-be would be willing to spend.
and check on how you could exceed on it or
Either way, your concept will still rely on
at least not have exactly the same concept.
how much is the allotted budget to make
the event possible.
The purpose of the event
 The purpose and the format should go
Timing of the event
together. The purpose should be the driver
 Another special consideration is the timing
in all aspects of the planning process. It is
of the event based on when the client wants
on this where very detail lies on. To better
it to be held. Should they have not given
understand this, suppose that we are going
information about this, it is important that
to run an event for financial planners. This
you as a planner exactly know when to
would be in a conference type.
hold the event as per details of it is
concerned.
The theme of the event
 This should be linked to the purpose of the
The people behind the event execution
occasion, completely compatible with the
 No matter how good is your concept for a
attendees needs, and most importantly
particular event without proper attention to
should be consistent in all respects. The
who will man this and to whom will this
theme can be historical, cultural,
event need assistance, it will never become
geographical, or artistic. Depending on how
successful. A group effort of all the
you assess the event, the theme should
stakeholders for the event is important than
follow on what you feel would be best and
anything else because they will be the
what the client expects from it.
people behind the success or failure of its
The venue of the event execution.

Things to consider in choosing a venue are the All aspects shall be considered from the
registration down to safety group. To mention a  When you are done, then congratulations!
few, the following are important considerations: Finally, you will move on to designing the
event concept.
• Event Team
• Performers  WHAT ARE THE STEPS IN DESIGNING
• Emergency Services AN EVENT CONCEPT
• Event Contractors / Suppliers Planning and imagining a good strategy are the
biggest and most important steps when it comes
HOW TO ANALYZE THE EVENT CONCEPT to producing an event. Here are the steps you
need to follow to design a great event concept.
These following questions will help you
analyze your concept prior to designing it:  Define the event goals and objectives
Event goals and objectives should be clearly
1. Does it satisfy the objectives you have set outlined before the planning process gets too far
in accordance to the requirements of the underway. Why do you need an event? Who will
client? benefit from this event? What do you want to
achieve by organizing an event? Is it because
2. Is it the concept that meets the kind of you want to raise awareness for your brand,
participants it has? generate more leads, promote a new product, or
3. Is the concept attainable? build loyalty with existing clients?
4. Is the concept suited to the kind of event?
5. Is the concept applicable on the day, time,  Define your target audience
and season for that event? Your stakeholders are all the other parties that
6. Are all areas covered? will be involved in your event, such as your
7. Are all areas considered when it comes to sponsors, your vendors, your partners, and
implementation of the event? associated organizations. Understand their
needs and what their expectations are for your
8. Are there enough resources for this concept to
event. Outline each of these clearly. Find where
materialize?
these expectations and your audience’s
9. Are the resource speakers (if any) available expectations overlap. This exercise will help you
on the day of the event? along the line to create an event concept that
10. Can your team hold such event in as much aligns with your stakeholders’ vision while being
as skills is concerned? interesting to your attendees.
11. Are there contingency plans that will avoid or
solve problems that may be encountered along  Consider the layout
the way? The team did their best in considering the event
12. Is the venue accessible for all the layout. From the venue to the invitation,
participants? tarpaulin, or marketing materials, all were in sync
13. Is the concept safe and reliable for all the to the theme. The entrance and exit areas were
participants? clearly emphasized making the line so smooth
even during the time of claiming the attendees’
14. Is the concept suited for the budget of the
certificate of participation.
event?
 Theme, creative brainstorming
ONE FINAL LOOK ON THE EVENT CONCEPT The theme is important because it acts as the
basis for a lot of things: it’ll help your marketing
 Once you have analyzed the concept. Take team to come up with a story and to design all
a final look into it. Are there missing communication (tickets, flyers, invitations,
important details? Is there a need for website, and social media campaigns).
alteration? Is there a need for total Ultimately, your goal is to find a way for your
revision? Everything, to make it successful, event to stand out, all the while integrating your
should be done not on an overnight basis brand and its values.
only. Create a checklist. Look into this, and
then start all over again.  Consider staging
The group did not overlook the staging of the
event. As mentioned above, the stage was • Is it the organizer who will do the cleaning
decorated by tower balloons and the LCD or contracted?
projector as backdrop which makes it beautiful Basic services
since the event flow is flashed on that screen. • Can the event organizer provide water
easily? Is there electricity?
 Consider the talents Catering
This may come in the form of musical • Would there be obstacles or
performers, athletes, dancers, speakers, and problems when transporting,
even the masters of the ceremony. As these storing, and serving food? Toilet
people are important for the success of an event, facilities and safety
they must be well taken care of. They made
sure that the speakers were there prior to their • Are toilets available in the area?
time to speak. • Are these portable or fixed?
• Was the patrol, exits, fire procedures, first
 Never forget the catering service aid considered and in place?
This is important that every event organizer
should consider. No matter how good the
speakers and hosts are, if the food were served Lesson 6
late or with less quality, the mood will surely be
LESSON 6: WHO ARE THE INDUSTRY
replaced by complaints about this kind of
service. It is therefore significant that service STAKEHOLDERS?
providers are well trained and alert to the needs
of the attendees.
INDUSTRY STAKEHOLDERS
 Do not overlook the décor From Events Management by Eloisa Altez-
Simply decorated, the event area was conducive
Romero Presented by: Mervyn Maico Aldana
for the attendees. Make sure that it still went
with the theme. Some tower balloons were Faculty, CHTM
placed at the stage with the LCD projector as its
backdrop. At the reception area, the organizer Stakeholders
made sure that the table was skirted with linens • Stakeholders refer to the parties who hold a
of the same color as the event concept. stake or interest in a particular project or
industry. • The stakeholders in the events
 WHAT TO CONSIDER FOR AN EVENT
industry can be classified into four major
CONCEPT
For an event to be successful it requires a clear categories:
and robust concept, which is aligned with the • The professional congress/event managers
event’s aims, the needs of the target market and (PCO)
other relevant stakeholders. • The community
• The service suppliers
STEPS YOU NEED TO FOLLOW TO • Government offices and regulatory bodies
CONSIDER AN EVENT CONCEPT

Site access or the venue Stakeholders

• Notice that the PCO has equivalent friction
• Would it be easy for the attendees to park with the community, regulatory bodies, and
their vehicles close to the venue? Can suppliers; so do the regulatory bodies with
they off load easily? Are there enough
PCOs, suppliers, and the community.
parking spaces?
• There is, however minimal contact between
• Is the venue big or small to accommodate
all the people? the community and suppliers within the context
Physical limitations of events, as suppliers pass through the PCOs
• Is it easy to move around especially when to reach the community.
carrying heavy equipment? • The event is likewise affected by external
Cleaning factors, such as forces of nature, natural
calamities, terrorism, global economic • They enjoy the resulting economic benefits,
downturn/upturn, and political events, among job opportunities, and infrastructure
others. developments, but also suffer from
environmental and other possible exploitive
The Event Manager/Professional Congress impacts too.
Organizer (PCO) • The target market includes exhibitors,
There are 2 types of Event Managers: visitors, sponsors, and other attendees of the
• Outsourced Event Managers event.
• In-house Event Managers • They bring in revenues for any profit-oriented
event.
The Event Manager/Professional Congress • They are those whom the organizers attract
Organizer (PCO) and try to satisfy.
• They are the raison d'être or the main reason
• Outsourced Event Managers – event for organizing the event.
management companies or individuals (also
known as PCOs) that organize events on a Community - Associations
per-contract basis on behalf of their clients.
• PCOs are independent event managers, • Associations fall under the second major
professionally knowledgeable in their own stakeholder category or the community,
fields of specialization who bring the know- because associations hold a number of events
how, coupled with a database of contacts and thus, form a major part of the target
needed in various stages of event organizing. market.
• They are entrepreneurs. • An association is a group of individuals or
organizations who formed themselves formally
The Event Manager/Professional Congress to uphold a common interest.
Organizer (PCO)
• In-house Event Managers – positions or Community - Associations
departments within an organization that are not There are two types of associations:
into the business of event management but
requires its own group of event managers or • Trade associations – non-profit
coordinators due to the volume of special organizations whose aim is to meet the needs
events that the company has, such as of for-profit businesses. Example – Philippine
executive meetings, strategic planning, team Association of Convention/Exhibition
building, training, incentive events for the sales Organizers and Suppliers, Inc. (PACEOS)
team, and product launches. • Professional associations – non-profit
• In-house event managers may either be organizations that are not involved with
employed by corporations or associations. business firms... Organized to assist
• Examples: hotel’s banquet managers, individuals in the pursuit of their common
marketing department of a company goals. There are three types:
• The first is one that is bound by common
The Community personal interests (UP Mountaineers Club, UP
• The community represents both the target Anime Manga Enthusiasts)
market and the people living in and around the • The second type is bound by their career
event destination. (Philippine Nurses Association)
• Residents and event destinations receive the • The third type is bound to do community
impact of event activities, both positive and service (Association of Foundations)
negative.
LESSON 7 WHO ARE THE INDUSTRY -Procurement and purchasing are two related
SUPPLIERS AND INDUSTRY REGULATORS? but distinct terms often used in the context of
acquiring goods and services for an
SUPPLIERS organization. Here's how they differ:
-A supplier is a person or business that provides
a product or service to another entity. The role of Procurement
a supplier in a business is to provide high-quality
● Broader term that encompasses the entire
products from a manufacturer at a good price to
a distributor or retailer for resale process of acquiring goods, services, or
works
THE INDUSTRY SUPPIERS ● Strategic in nature
1. Wholesalers
2. Retailers ● Aims to create value for the organization
3. Cash and Carry beyond just cost savings
4. Daily Market
5. Specialist Suppliers ● Often involves the management of strategic
6. Company Nominates Supplier supplier relationships

PROCUREMENT ● Can be complex, especially for large

-Procurement is defined as the act of obtaining organizations or those operating in multiple
goods or services, typically for business markets.
purposes. Procurement ismost commonly
associated with businesses because companies Purchasing
need to secure services or purchase goods, ● is a subset of procurement. It specifically
inorder to sell a product or provide a service
themselves. Procurement generally refers to the refers to the act of buying goods or
final act of purchasingbut it can also include the services.
overall procurement process which can be ● is more operational and transactional
critically important for companies leading upto
compared to procurement.
their final purchasing decision.
● primarily focuses on obtaining goods or
Procurement Process services at the best possible price
There are several steps involved in
theprocurement process: ● decisions are often made with short-term

● Choosing the goods and services required considerations in mind

● interactions with suppliers are typically
● Fill out a purchase request and request
limited to the transactional aspects, such as
quotes from various suppliers negotiating prices and delivery terms for a
● Work out a price and contract with the specific order.
vendor, and complete the purchase order
BOTTOMLINE
● Receive the shipment and submit payment Procurement encompasses a strategic and
comprehensive approach to managing the
Types of Procurement acquisition of goods and services, including
supplier relationships and long-term value
● Direct Procurement creation. Purchasing, on the other hand, is a
more operational and transactional activity
● Indirect Procurement
focused on buying goods or services at the best
● Goods Procurement possible cost for immediate needs. Both are vital
functions within an organization, with
● Services Procurement procurement guiding the overall strategy and
purchasing handling day-to-day transactions.
PROCUREMENT VS. PURCHASING
ASSOCIATIONS AS REGULATORY BODIES
⮚ A CVB is a Convention and Visitors Bureau
These are non-governmental organizations
formed by industry professionals to self-regulate or tourism bureau. These organizations are
and govern their respective industries. usually nonprofit and provide education and
resources to local communities and
Here are few examples of associations and travelers with the aim of promoting travel to
regulatory bodies in the Philippines: a location, events and conventions in the
area, and other hospitality business. CVBs
● Philippine Medical Association (PM are funded by a mixture of membership
fees, hotel and occupancy taxes, and
● Securities and Exchange Commission
allocations from regional and state
(SEC) governments. Their services and resources
● Civil Service Commission (CSC) are typically free for event planners,
hospitality venues, corporations, and
● Insurance Commission (IC) individual travelers.

● Department of Information and The Government’s Role in the Events

Communications Technology (DICT) Industry
● It promotes and supports an international
ASSOCIATIONS AS REGULATORY BODIES
and national programme of events, and can
● The primary purpose of these associations supply funding to events and event
is to ensure the industry operates ethically, organizations to help them grow and
safely, and in compliance with established develop.
standards. ● In order to attract more investment for, and
● They often create and enforce guidelines, generate more management skills within the
codes of conduct, and best practices. event industry, local government currently
acts as coordinator and not the sole
organizer or operator.
● One of the key roles of these associations is
SELF-REGULATION.
● The advocacy efforts of associations as
regulatory bodies are aimed at fostering a
positive environment for their industry,
ensuring compliance with regulations, and
addressing the needs and concerns of their
members and the broader community.
● These associations consist of members
who are experts and stakeholders in the
industry.
● Membership is voluntary, but it's seen as a
mark of professionalism and commitment to
industry standards.
● Acknowledge that these associations may
face challenges, including balancing the
interests of diverse members, addressing
evolving industry trends, and navigating
legal and ethical issues.

Convention and Visitors Bureaus