education, events management, planning events

1. Chapter 1
1Prepared by: AY Clores

2. 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 community
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3. 3
SO YOU THINK
YOU CAN PLAN???
I HOPE YOU ARE READY BECAUSE YOU
GOT A LONG WAY TO GO...

4. 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

5. 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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6. Categories of Events
Events 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
Cultura
l events
Personal
events
Organizational
events

7. 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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8. The Meaning and Importance of the
Meeting, Incentives, Convention and
Exhibition Industries
Meeting: 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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9. Meeting Set-Ups
• Set-Ups…
– Theater style
– Classroom style
– Boardroom style
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10. The Meaning and Importance of the Meeting,
Incentives, Convention and Exhibition
Industries
Congress
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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11. The Meaning and Importance of the Meeting,
Incentives, Convention and Exhibition
Industries
Incentive:
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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12. • 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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13. 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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14. 14

15. The Role of the Meeting, Incentives,
Convention and Exhibition Industry in the
Tourism Industry
Traditional 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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16. 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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17.  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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18. 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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19. 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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20. 20

21. 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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22. • 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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23. Meetings Management
Meeting Planners must possess
strong administrative and
leadership qualities.
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24. 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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25. 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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26. Organized
Efficient
Responsive
Attentive
Intelligent
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 PromptPrompt
 CourteousCourteous
 HardworkingHardworking
 FriendlyFriendly
 HospitableHospitable
10 personality characteristics of
successful meeting planners
(Strick & Montgomery):

27. 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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28. 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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29. 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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