Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –

AY2425 2nd Semester (Ignacio, Peter Angelo)

Course Overview and Description

PRELIM Topics

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Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)

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Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)

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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)

Introduction to Events
Table of contents
1. Event Basics
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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)
1.1. Types and Kinds of Events
2. The MICE Industry
3. Event Tourism
4. Event Management

1. Event Basics
How do you define events?
There is no one definition of several authors have their own definition of what an event or a
special event is.

If we talk about what an event is, per se, Merriam-Webster

defines it as “something that happens, a noteworthy
happening, a social occasion or activity, or any of the contests
in a program of sports”;

while dictionary.com says it is “something that occurs in a

certain place during a particular interval of time”. Many events
happen in life that are not necessarily special, or planned, like
the ones that we study in events management.

To best define the term events in "special events ", we have to

examine the various types and figure out what is common
among them. According to Salvador (2016) the common
characteristics of most events are:

1. They are unique occurrences that

do not happen very often;
2. They have a limited duration
(happening within hours or days at
the most);
3. They happen with a live audience in attendance;
4. They require one or more groups to plan and organize; and
5. They are staged for a purpose.

Which brings us to the simplest definition to accurately portray events: Events are unique
happenings that bring people together for a purpose (Salvador 2016).

The study of special events is fairly new. It has only been considered a discipline for the past
25 years, although the concept of planning events has existed longer than that.

A Brief History of Event Management: Event

Planning Then and Now

Events have always served a purpose, even in the olden days,

whether it is to form ties with other groups, strengthen
business, trade or commerce, or build a bond between tribes
or clans, it always served as a platform to connect people.

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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)

The earliest events and gatherings promoted peace and friendship between tribes and clans.
The first known event planner was Cleopatra. She hosted fancy over-the-top meetings in
pursuit of lovers (Local Hop, 2018).

Cleopatra once drifted down the Nile river in a candle and perfume-filled boat just to impress
Mark Anthony. Communication was a challenge in those days, it takes days, sometimes weeks
for messages to arrive.(Local Hop, 2018).

Elaborate events and parties continued with the Medieval French Royalty. Rich aristocratic
women were the usual hostesses of parties. Madame Pompadour, the mistress to King Louis
XV of France, was famous for this. Parties were elaborately themed, attended by the elite of
the day. (Local Hop, 2018).

The onset of the Industrial Revolution created the need for meetings and events to
develop beyond parties for the rich and royal. Industrialization provided a stronger economy
and increased manufacturing and businesses. Meetings became important as a venue to
collaborate and grow their businesses. People made more money, allowing for more to spend
on hosting events. The expansion of transportation provided opportunities to increase the
frequency of events. New modes of transportation like trains allowed greater mobility for
people to go to events (Local Hop, 2018).

The introduction of mobile phones and the internet

had a big impact on event planning. With the use of these
electronics, communication is instant and connects people
from anywhere in the world.

A person can create, find, register, and document an event

by using one small portable device (Local Hop, 2018).

1.1. Types and Kinds of Events

Just like there is no one definition of events, there seem to be no standard when it comes to
the types of events. Depending on the author's perspective, there seems to be a long list of
types if we all put them together. In the interest of making it easier, let's just identify the
basics.

There are two group types:

1. Social or Corporate
2. Public or Private
____________________________________________________________________________

Social vs. Corporate:

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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)

Social Events are usually life events that Corporate events are events
organized
occur from the “cradle to the grave” and by a business or company and is
intended
are shared with intimate friends and family. for its employees, clients, shareholders, a
charity or sometimes the public. A long list
of
events falls under this type.

Private vs Public

Public events are those that are open to Private events usually
involve being
anyone in the public and sometimes invited to the particular event. You
involves paying a fee to join the event. need to either belong to the family
The MICE events fall under the public or organization that is hosting or be
in
events where we pay for entrance. the inner circle of the host.
__________________________________________________________________________

There is an event for whatever reason or purpose one can think of.
Some of the most popular kinds are the following:
Social Events

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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)

Reunions Parties Galas

From a get-together with old People hold parties to celebrate The main aim of this
kind of
classmates or family members something, whether it's a birth- social event is
usually to raise
to an event that marks an impor- day or a promotion or even a money for a chosen
charity or
tant anniversary, reunions are graduation. These are usually non-profit organization.
usually highly personal occasions. very intimate gatherings among Encouraging
attendees to give
Speeches, a DJ playing songs close friends and family generously via an
auction,
everyone used to dance to, a (Eventbrite, 2019). raffle or competition
can
slideshow of old photos – help boost proceeds from
essentially, the event should ticket sales.
help people reminisce (Eventbrite, 2019).
(Eventbrite, 2019)

Corporate Events

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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)

Public Events

Private Events

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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)

2. The MICE Industry

Before the influx of the different kinds of special events that you are familiar with today, the
earliest form of events were the MICE events Conventions, congresses, exhibitions were
common venues to promote business, meet colleagues, introduce new products and incentives
were commonly awarded to top salesmen. At the onset of the popularity of hiring planners and
coordinators to organize social functions, events became known as Special events (Salvador
2016) and it refers to most events including the MICE events.

MICE is short for Meetings, Incentives, Conventions and Exhibition. There has been
other variations where C stands for congress or conference and e has been recently used to
refer to events. Whatever word the letters are short for, they still fall under the business kinds
of events.

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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)
In 1974, Presidential Decree No. 520 was signed to authorize the Central Bank of the
Philippines to construct an International Conference Center Building suitable for the
holding of international conferences, meetings, and the like, thus paving the way to build the
Philippine International Convention Center or the PICC, the first of its kind in Asia and
the region, that opened on 05 September 1976 to host the World Bank’s International
Monetary Fund Annual Meeting
(PICC.gov and officialgazette.gov.ph)

It was also in this year that Philippine Convention Bureau (PCB), a government
corporation dedicated to the promotion of Philippines as a meetings and convention
destination was established (expereincephilippines.org).

Since then, the Philippines has hosted some of the biggest and most important international
and regional meetings, conferences, conventions, congresses, and events that have made its
capital city, Manila, one of the acknowledged “Convention Cities” of the world.

The Philippine Convention Bureau (PCB) was later reorganized in 1987 to become the
Philippine Convention and Visitors Corporation, now known as Tourism Promotions Board
(TPB), in response to market developments which embraced the new, more specialized, and
quality-oriented Incentive Travel Industry. In recent years, the meetings, conventions, and
incentive travel industry evolved into an even wider representation of several specialized
sector of tourism to encompass exhibition and events.

The convention industry now became known by the acronym: MICE, which stands for Meetings,
Incentives, Conventions and Exhibitions/Events (expereincephilippines.org).

____________________________________________________________________________

GETTING BACK ON TRACK:

Despite being one of the pioneers in the region when it
came to establishing a body specifically tasked with
bidding for events on a national level, in 2009 the
Philippine Convention and Visitors Corporation was put
under the purview of the Tourism Promotions Board
(TPB). When President Benigno Aquino III took office in
2010, it was announced that the MICE market would be
reprioritized as a key mandate of the Department of
Tourism (DoT), and the TPB is looking to ramp up its promotional efforts to once again have the
country positioned as a top MICE destination.

This has coincided with an organizational restructure under which a MICE and Business
Development Unit forms is one of the TPB’s three core divisions, along with the Tourism
Promotion Department and the Corporate Affairs Unit. The department has been allocated a
budget of P90m ($2.03m), and while indications are that it will eventually develop a brand and
campaign specifically focused on MICE (oxfordbusinessgroup.com)

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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)

PLENTY OF OPTIONS:

The PICC no longer holds the exclusive position of

the sole venue for international events, with a
number of private sector facilities popping up
throughout the country. The Philippines’ real estate
boom is characterized by greenfield mega
developments.

Many of these budding mixed-use precincts, in

addition to office parks, condominiums and massive
shopping malls, contain a hotel, entertainment and
an events component. The 46,647-sq-metre SMX
Convention Centre in Metro Manila’s Pasay City is
located beside the SM Mall of Asia, which is among
the world’s largest shopping centers as measured
by gross leasable area. The SM Group, a large
conglomerate with a strong property portfolio, also
owns convention centers in the Manila suburbs of
Taguig and
Bacolod, as well as one in Davao City.

City of Dreams Manila and Resorts World

Manila, two newly constructed entertainment and
gaming districts, also offer conference facilities. For
more exhibition-oriented venues within Metro
Manila, the World Trade Centre in the financial
district Pasay, Blue Leaf Filipinas in Taguig and the
SM Megatrade Hall in Ortigas each offer 4000 sq
metres of hall and pavilion space.

Arenas and concert halls include the SM Mall of

Asia Arena and Smart Araneta Coliseum in
Cubao
(oxfordbusinessgroup.com).

MICE Industry Market Overview

from alliedresearch.com
indicates that:

The Asia-Pacific MICE industry

generated revenue of $229.0 billion
in 2017, and is expected to grow at a
CAGR of 8.6% to reach $441.1 billion
by 2025.

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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)
The term MICE in the context of travel is an acronym for meetings, incentives, conferences,
and exhibitions. It represents tourism that includes business events and activities.

The attendees of MICE are basically business travelers engaged in business activities such as
client meetings, brand promotions, employee training activities, & others. These business
travelers are connected to different sectors of the tourism

and hospitality industry through their MICE activities. Substantial development of the travel &
tourism sector has fueled the demand for MICE industry. Source: alliedmarketresearch.com

3. Event Tourism
Event tourism at a destination level is the
development and marketing of planned events as
tourist attractions, catalysts, animators, image
makers, and place marketers. This process includes
bidding on, facilitating and creating events, and the
management of portfolios of events as destination
assets. For individual events, event tourism means
taking a marketing orientation to attract tourists,
sometimes as an additional segment and sometimes
as the core business. When tourists are the core
business, “destination events” are created. From the
demand side, event tourism refers to the propensity of travel to attend events, both on the
part of dedicated event tourists who are motivated to travel for specific events and other
tourists who attend events while away from home (Getz 2012, 2013) (Getz, D., 2007).

Events can be categorized according to their attractiveness for tourism. Even though the
majority of events are tourist driven, there are a significant number of those with little or no
thought given to their tourism appeal or potential (Oklobdžija, 2015).
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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)

Planned events are spatial–

temporal phenomenon, and each is
unique because of interactions
among the setting, people, and
management systems—including
design elements and the program.
Much of the appeal of events is
that they are never the same, and
you have to ‘be there’ to enjoy the
unique experience fully; if you miss
it, it’s a lost opportunity.

For Getz, the main categories of

events based primarily on their
form as depicted in the following
image.

Event tourism is at the core of both tourism and event management. The interrelationship
consists of both the marketing of events to tourists and the development and marketing of
events for tourism and economic development purposes.

The opportunity to
use these events to
further tourism is
limitless. Every
destination that wants to improve its tourist attractiveness should make detailed plans for the
development of tourism. These plans should not only incorporate but focus on strategic
planning of events if they want to realize the full potential of event tourism (Oklobdžija, 2015).

The key tourism goal for events is to attract more tourists (especially in off-peak seasons) to
serve as a catalyst for urban renewal and to increase the infrastructure and tourism capacity
of the destination to foster a positive destination image, which contributes to general place
marketing to animate specific attractions or areas.

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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)
Events in tourism development produce an incredible
impact on the industry as a whole and influence a broad
range of human activities: politics, environment, socio-
cultural, and other aspects. That’s why, when organizing
such events, you should consider the possible aftermath
for each sphere of human activity as well as the potential
positive impacts.

The impact of events in tourism is far-reaching,

oftentimes, we do not realize them until years later.
Events also have the power to affect the formation of a
destination’s image and can help with promoting,
positioning, and branding it across the globe (Yaroshenko,
2017)

4. Event Management

What’s My Job Title Again?

Even industry professionals sometimes get confused. There are a wide variety of job titles and
descriptions inside the event industry. Not only do you have event planners and managers, but
you will also work with convention planners, event coordinators, meeting planners, and more.

Event Planning – Creating the Big Picture

When it comes to event planning, you want to focus on the “planning” part. No big event
happens without a plan. Whether it’s a charity gala, a corporate event, a wedding, or a
convention, detailed plans are drawn up long before the event kicks off. These plans include
finding the best dates and venues, deciding on a theme, and figuring out a budget. An event
planner works with clients from the beginning. They start with the original concept of the
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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)
event. From there, they work out all the major details that need to be in place for the event to
happen.

Event planning involves working with the client to understand how the client envisions the
event. The event planner takes the client’s vision and works to make it a practical reality. The
goal is to meet the client’s objectives for the event while ensuring all the pieces are in place so
that the event can go off smoothly.

Think of the event planner as the “big picture” person. Their job is to design the event from
beginning to end with the client’s goals in mind. This might include tasks such as:

 Coming up with ideas for the theme of the event

 Deciding on a color scheme and designing invitations
 Working with the client to create a budget
 Locating the best venue
 Planning the event’s entertainment
 Finding a caterer and deciding on a menu
 Negotiating contracts with hotels and vendors

The purpose of event planning is to get all the requirements in place for the event to happen.
This doesn’t mean event planning stops when the event starts. It’s common for event planners
to work during and after the event to wrap up any loose ends. The bulk of their work, however,
happens before the event (viktorwithak.com).

Event Management – Handling the Fine Details

If event planning is creating the big picture of the occasion,

event management is handling the fine details before and
during the event. All events are made up of many moving
parts. Event management has the responsibility of keeping
all the moving parts in motion and traveling in the right
direction. When a part slows down or gets lost, it’s event
management’s job to get the part back on track.

Event management works both before and during the event

to make sure it happens without any problems – at least,
problems the attendees can see. Event management takes
the overview created by the event planner and figures out
the practical details involved in making the occasion
happen.

Event management includes some areas that overlap with

event planning. Event management might be involved in
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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)
reserving event locations and working with vendors to ensure everything is ready for the
event. However, where event planning ensures that there’s a venue to hold the event, event
management makes sure there’s a plan for parking at the venue and each of the vendors
knows where to set up.

Among other event management duties, a manager might do the following before an event:
 Make contingency plans for various problem scenarios
 Familiarize themselves with safety and health standards and make sure the event is in
compliance
 Ensure all staff knows their jobs and has the resources to carry them out
 During an event, the event manager oversees all the moving parts of the event.

Event management has to do with coordinating with the venue, the staff, the vendors, and the
client to make sure everything is working as planned.

Event management can also be crisis management if something goes wrong. Whether the
entertainers are running late or the conference room has flooded, event management has to
be on top of the problem. They have to come up with a new plan that works around the crisis
without having an adverse effect on the event.

Even when things are going right, it’s the event manager’s job to make sure they keep going
on schedule so that the event attendees have an enjoyable experience. This requires
monitoring each segment of the event to make sure each one starts and ends in a timely
fashion (viktorwithak.com)

What then is an event coordinator?

An event coordinator does not get involved with the design of the event, itself. Instead, they
are in charge of managing the individual components to ensure the event goes smoothly.

Once the planner has determined the vision for the event, the coordinator assists the planner
in making that a reality. They may look at vendors, organize delivery dates, and handle
logistical tasks.

Larger organizations may have two coordinators for every planner, while smaller operations
might only have one coordinator who serves the needs of all executive decision-makers. Either
way, there is typically a direct line of supervision over the coordinator position.

Summary: Whatever title you choose to be called, good communication about your role and
services helps the client know exactly what to expect from you. By communicating clearly, you
ensure that the client is aware of the boundaries of your job. This is also the best reason to
make sure that this is expressed explicitly in the contract or agreement, to protect you and the
client.

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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)

Event Stakeholders

1. Definition

A stakeholder is either an individual,

group or organization who is
impacted by the outcome of a
project. They have an interest in the
success of the project and can be
within or outside the organization
that is sponsoring the project.
Stakeholders can have a positive or
negative influence on the project.

There are a lot of people involved in

getting a project from inception to a
successful completion. You’re going to
have to know how to manage each of
them, even those who don’t work
directly under you (Landau 2017).

Understanding Stakeholders:

Stakeholders can be internal or

external. Internal stakeholders are
people whose interest in the event
comes through a direct relationship,
such as employees, sponsors, or
clients. External stakeholders are those
people who do not directly work in the
event but are still affected in some way
by the actions and outcome of the
event. Suppliers and public groups are
all considered external stakeholders
(Chen 2020).

In events, there are always a lot of

people/groups involved. They come in all shapes and sizes. Knowing how to identify their
influence and relationship to your event will aid you in dealing with them.

2. Managing Stakeholders

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 Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)
Event Stakeholders include a large variety of people. You have your clients, suppliers,
audiences, investors, sponsors, the media, and maybe even the local communities or the local
government. They are very important because they are the ones affected by the success or
failure of the event and the type of evaluation given and received by these people can be very
beneficial to the event and to you.

You will be dealing with some of these people on a daily basis and if you do not foster a good
relationship with them, it will only make your job more difficult. You have to learn to balance
everybody's needs to ensure success.

Watch the video by Mind Tools to better explain the importance of knowing who your
stakeholders are:

Steps in conducting a stakeholder Analysis:

 Identify Your Stakeholders

 Prioritize Your Stakeholders
 Understand Your Key Stakeholders

The figure shown on the right is a diagram of the

possible relationships that you can have with
stakeholders. Depending on how close they are to
the event/project, there will be varying ways to deal
with them. This is a good way to identify all the
event stakeholders and make you aware of the
importance and the need to communicate with
those that are of high priority.

Click on this link To know more about Mind Tools'

Stakeholder Analysis: Winning Support for Your
Projects.

Link:

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Introduction to Meetings, Incentives, Conferences and Events Management (MICE) –
AY2425 2nd Semester (Ignacio, Peter Angelo)

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