The document discusses key factors in managing and organizing MICE events, including pre-event operations like booking systems, staffing, and internal marketing. It also covers event operations such as room configurations and registration. Food and beverage services are another major topic, including types of meals, service styles, menu planning, and pricing. The role of technology in areas like marketing, reservations, and services for clients is also addressed. Post-event operations like evaluation and follow up are mentioned.

1. Chapter 7
Managing and
Organizing
MICE Events
E-mail: tpavit@hotmail.com
. 081-082-7273
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2. Objectives
1. identify factors affecting pre-conference operations
2. outline a range of conference room configurations
3. discuss factors affecting food and beverage services
4. discuss and evaluate effective food and beverage styles
5. identify and discuss the impact of computer technology
on conference and meeting operations
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3. Introduction
• Once the organization has chosen a site or venue,
and planned all the elements for the event, it is then
up to the venue itself to produce what has been
promised.
• The conference or meeting has moved from a sales
imperative to an operational one.
• This Chapter focuses on the operational issues
relating to convention and meeting management.
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4. Introduction
• The themes in the chapter cover such areas such as
food and beverage (a major element for operations
management of events) and technology
technology.
• There are several minor topics included such as
room configurations, and technology for the client.
configurations
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5. Outlines
1. Pre-
Pre-Event Operations
2. Event Operations
3. Food & Beverage Services
4. Technological Arrangement &
Options
5. Post-Event Operations
Post-
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6. Pre-
Pre-Event Operations
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7. 1. Pre-Event Operations
1.1 Things to be planned at venue
1.2 Booking systems
1. Computerized Booking Systems
2. Manual Booking System
1.3 Staffing
1.4 Internal marketing
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8. 1.1 Things to be planned at venue
• Management at the venue has to consider the
many variables that could impact on the
smooth operation of the event, including;
1. attendance at a similar or previous year’s event
2. type of event
3. variety of styles of event (banquet, meeting,
workshops, etc.)
4. timing requirement (planning & total actual time)
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9. 1.1 Things to be planned at venue (cont.)
5. special needs of organizers and delegates (theme meals)
6. staffing implementations
7. menu types & styles
8. intricacy of room configuration
9. break-down and set-up timings
• Depending on size, complexity and lead time involved,
there could be numerous items that need furthur detailed
discussion.
• These could include final room rates; F&B items; check-in
procedure; handling special invited guest speakers; AV
needs; table decoration; and last minute changes.
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10. 1.2 Booking systems
COMPUTERIZE VS MANUAL BOOKING SYSTEM
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11. Computerized Booking Systems
• The ability to trace (follow the progress of) clients from the
movement they contact the venue, through the conference.
• A critical tool in gaining repeat business and in the provision of
quality client-centered service.
• Some of the data that can be obtained very quickly and efficiently
from such systems include:
1. the average number of delegates per day
2. the average delegate expenditure per day
3. the average delegate expenditure per period of day
4. all biographical data from the organizer
5. full details of any previous events
6. All previous menus and room configuration
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12. Computerized Booking Systems
• “marketing information”, e.g. total
information”
revenue, average revenue per
event, numbers and types of
events in a particular time period,
average delegate’s expenditure,
space utilization, percentage of
referral business, etc.
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13. 13

14. 14

15. 15

16. 16

17. Manual Booking System
• Smaller providers such as motels, small
conference centers tend to rely in a manual
system for room control and client information.
• When a client makes a tentative booking a
convention enquiry sheet is completed with as
much detail as possible. (See Event Enquiry
Form)
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18. Manual Booking System
• The Function diary is then
completed with basic details of
the event, including times and
room requirements (see
function diary)
• The function diary is normally
considered to be “The Bible”
for meeting and conference
room control
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19. 19

20. 20

21. 1.3 Staffing
• Number of staff required
• Various types and times of
staff required.
• How many “core staff” or
permanent employees should
be included?
• How many casual or temporary
employees should be
employed, and when?
• How to authorize line of
command or event center,
“span of control”
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22. 1.4 Internal marketing
• Internal marketing deals with how well each event
has been communicated internally, this would
prevent misunderstanding among:
• Convention service mgr.
mgr.
• Executive chef (F&B)
• RSVN supervisor
• Banqueting chef & mgr.
mgr.
• Banqueting supervisor
• Receptionists/porters
eceptionists/
• Other supporting staff
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23. 1.4 Internal marketing
• A Banquet Event Order is a document, usually created by
an Event Coordinator/F&B Manager. It contains the most of
the following information
• BEO or Banquet Event Order is commonly used in
distributing event information to relevant departments or
divisions concerning the event
• In essence, a "footprint" of the entire event, from start to
finish, no detail left to chance. No BEO is perfect however,
as changes are ongoing up to and during any event. An
event is a living, breathing "thing" and must be lovingly
guided to its successful conclusion. Yeah, right!
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24. 24

25. 25

26. Event Operation
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27. 2. Event Operations
• Many activities are contained in the operations of
a conference or meeting, ranging from meeting
and greeting the client, through the planning
stages and the post-evaluation of the event.
• The keys to running a quality operational
department are clear and regular communication
and careful planning.
• One of the most critical aspect of all conferences
and meetings is the configuration of the meeting
room
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28. 2.1 Room configurations
• The capacity of meeting room space
is affected by the number of factors,
including the physical configuration
of the room itself, AV requirements,
and other concerns.
• VISIBILITY
• COMFORT
• PROJECTION EQUIPMENT
• The number of delegates proposed
for an event will have an impact on
the size and set-up of the room.
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29. 2.1 Room configurations
• room layout/set-up includes the styles of theater,
classroom, hollow square, boardroom, U-shape,
herringbone and round-table (see more details on
attached page)
Timing require in setting up and using each type
of room configuration (set-up turnaround time)
consider; the type, size and style of the event
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30. Theatre or Auditorium
STAGE Advantages
• Accommodate large
group
Disadvantages
• Difficult for note
taking
• Poor visibility form
the back of the
room
Suit for
• Lecturer-type
meeting
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31. Theatre or Auditorium
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32. Classroom
STAGE
Advantages
• Use a large amount of
space per person
• Good for note-taking
Disadvantages
• Poor visibility form the
back of the room
Suit for
• Small Lecturer and
workshops where note-
taking is required
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33. Classroom
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34. Hollow square
Advantages
• Encourage interaction
and discussion among
participants
Disadvantages
• Use a large amount of
space per person
Suit for
• Board meeting
• Small group
discussions
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35. Hollow square
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36. U-
Boardroom and U-Shape
Advantages
• Encourage interaction
and discussion among
participants
Disadvantages
• Use a large amount of
space per person
Suit for
• Board meeting
• Small group
discussions
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37. Boardroom
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38. U-Shape
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39. Banquet or Round Table
Advantages
• Can be used when meeting
break up in to smaller
discussion group, without
changing rooms
• Can accommodate F&B
comfortably.
Disadvantages
• Use a large amount of space
per person
Suit for
• Banquet, seminar and round
table discussions.
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40. Banquet or Round Table
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41. Set-
Set-up turnaround time
• Timing and configurations for room set-ups
• Enough resource of time and staff
• This must be involved with the planning of the event
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42. 2.2 Registration
• all delegates are to register at event’s venue; think
about registration system using different structures
• sometimes, they are required to check-in or register at
hotels or resorts
• Pre-register is an optimal option for large events
re-
conducting in advance via on-line or register at hotels
on-
check-
when they check-in
• should be thinking about “last-minute change” e.g. no-
last- change”
show, cancellation, uninformed check-in/register
delegates
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43. 43

44. Food & Beverage Services
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45. 3. Food & Beverage Services
1. An introduction
2. Type of meal functions
3. Style of service
4. Menu planning
5. Menu selection
6. Staff considerations
7. Food and Beverage Pricing
8. Billing procedures
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46. 3.1 introduction into F&B services for MICE events
• F&B service is a significant and critical part of MICE event,
it can produce a high percentage of revenue because:
• in some hospitality establishments, sales or revenues from
banquet can exceed restaurant sales
• F&B prices are flexible according to number of delegates,
scale”
“economic of scale”
• help reduce the inventory level in the stock or storage areas
• costs can be controllable
• labor costs & risks tend to be low; number of delegates has
already been known in advance
http://www.greateventsgroup.com/
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47. 3.1 introduction into F&B services for MICE events
Foodservices
• The comprehensive range of menus and
menu items usually offered by a venue
reflects the diversity of the function and
meeting market
• Naturally, an important consideration in
menu design is the style of service that
either the group prefers or the venue
fells best meets the needs of the client.
• The type if service used also influences
pricing, staffing levels, and the overall
atmosphere of the function
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48. 3.1 introduction into F&B services for MICE events
Purpose of the event
• an image of the event
• an opportunity for interaction and
networking
• present awards, honor dignitaries and
showcase a person, product and/or
idea
• to refresh delegates and sharpen
attention
• receptive audience and keep delegate
interests
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49. 3.2 Type of Meal functions
1. Breakfast
2. Refreshment breaks
3. Lunch
4. Dinner
5. Reception
6. Off-premise Catering
(outside catering)
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50. 3.3 Styles of Service
• Regardless of the style of service, there
are some foundamental factors that must Buffet-Style
be taken into account when the clients Table-style
and venue meet to discuss operational Self-Serve
issues
• These include the venue itself, type of
client, the cost and type of meal and
number of participants
• The style of service chosen should
reflect the themes and objectives of the
overall and, in many cases, the wishes of
the sponsing organization.
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51. 3.4 Menu planning
consider these factors
1. food costs
2. delegate requirements
3. types of items required
4. nutritional concerns
5. seasonality
6. staffing
7. staffing implementation
8. overall impression
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52. 3.5 Menu Selection
followings:
consider these followings:
1. how to balance the individualization and
standardization
2. types of meal
3. service styles
4. cooking styles
5. ingredients & portions
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53. 3.5 Staffing Considerations
F&B staff consideration:
consideration:
1. skills & experiences
2. number of delegates
3. type/styles of services
4. time required,
5. proportion of supervisory staff
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54. 3.7 Food & Beverage Pricing
Food & beverage pricing and charge
1. per head basis
2. additional charge for “extra”
3. voucher sales; e.g. for lunch,
cocktails, dinners, etc.
4. flat-rate charge; single price
paid covers all meals and
beverages included during the
event
5. charge per portion, e.g. per
bottle, per dish, per cup, etc.
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55. 3.8 Billing procedures
• “Master account”; clearly define that which type of
account”
expenditures would be charged to the organization, e.g.
meals during the event, room rental, etc.
• “Delegate account”; clearly define that which type of
account”
expenditures should be charged to the delegate
individually, e.g. laundry, bar, room services, etc.
• Both accounts must have authorized person (either
organization or each delegate) sign in the bill presented by
venue’s representative and service personnel
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56. Technology
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57. 4. Technological Arrangement
• Information needs for management levels
• operational; basic information about delegates,
even booked & times, BEOs, etc.
• Tactical; delegate turnover rate, their expenditure,
revenues and costs
• strategic; total revenue, budget, forecasts of
estimated events, economic factors, trends &
analysis
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58. 4. Technological Arrangement
• Technology in convention operation for:
1. marketing
2. reservations and registration
3. food and beverage services
4. technology for the clients; A/V equipment and
other technologies used during the event
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59. Post-
Post-Event Operations
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60. 5. Post-Event Operations
• Post-event evaluation and contact between the
client and the venue concerning about the final bill
might be paid
• Evaluation and subsequences must be followed up
by PCOs, venues and organizations
• Feedback from clients about the event, F&B, tours,
accommodations, etc.
• more details will be discussed in quality issue for
MICE
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61. Summary
• In order to meet client's requirements, venues must have
both the necessary amount and the proper type of space
for meetings. There are many room configuration options,
and those chosen for an event will depend on a number of
factors, such as the size of the room, the number of
delegates, the needs and activities of the conference and
the turnaround times for set-ups.
• Food and Beverage service is a significant and critical part
of conference operations, and can produce a high
percentage of revenue for venues.
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