MICE Events: Meetings, incentives, conferences, and exhibitions PDF

TH2405 THE EVENTS INDUSTRY Defining MICE Meetings, incentives, conferences, and exhibitions (MICE) are a part of the larger field of tourism. MICE is a sector of the tourism industry where the public assembles for celebration, education, marketing, reunion, and...

TH2405 THE EVENTS INDUSTRY Defining MICE Meetings, incentives, conferences, and exhibitions (MICE) are a part of the larger field of tourism. MICE is a sector of the tourism industry where the public assembles for celebration, education, marketing, reunion, and other specific purposes. The MICE industry organizes, conducts, and executes business and leisure events. Each component is discussed further below (Boncato, 2022): Meetings. These are formal gatherings of people who need to conduct business activities or hold a formal discussion. Sometimes, these meetings are combined with informal activities. The goal is to bring people from an organization together for a project or an industry to discuss plans, set goals, or strategize to address challenges. Meetings can be internal or external. Internal meetings are often held by members of companies, associations, and other types of organizations, while external meetings are where members of an organization meet with clients, dealers, and other partners off- premises. Meetings are typically held in conference rooms or convention centers, allowing attendees to plan group tourism to enjoy recreation and leisure travel. Examples of meetings include annual general meetings, board meetings, management meetings, training or onboarding meetings, and meetings with suppliers and dealers. Incentives. Incentives are a segment of MICE that promotes leisure. They refer to the travel rewards that an organization offers to staff, teams, partners, affiliates, and sometimes customers for achieving set targets. The main goals are to show appreciation for a great performance, boost morale, and increase loyalty, thereby enhancing overall productivity and satisfaction in the workplace. An incentive typically involves group travel, hotel accommodation, dinner, award ceremonies, and recreational activities. Common incentive examples are all-expenses-paid trips, exclusive access to events, wellness retreats, and team-building experiences. Conferences. Compared to meetings, a conference often has more attendees. Conferences are held for large corporate groups, often called conventions, and are usually held over several days. The main purpose of these events is to share new insights, find solutions to challenges, and develop a network. A conference typically involves key members of an organization, guest speakers, and the public. Conferences are also not limited to one (1) organization. They can look different depending on the organizers and the industry. Common activities in a conference include panels such as academic research, debate, and career development; presentations such as research papers, case studies, product demonstrations, and inspirational or motivational presentations; speeches involve opening and closing speeches, award acceptance speeches, commemorative or tribute speeches, and advocacy speeches; discussions including topic discussion, and group discussions; and workshops that involve skills and personal development workshops and leadership workshops. Exhibitions. Exhibitions are events where organizations promote products and services to the public. They also display new launches and information about their products and services. An exhibition usually covers a specific industry and target market, typically draws thousands of exhibitors and visitors, and can last for several days to a week. During exhibitions, exhibitors can cooperate or establish working relationships with existing and potential partners. Industry professionals attend exhibitions to find clients, learn new things, and network. Examples of exhibitions are trade shows such as auto, fashion, arts and craft trade shows and expos such as travel and food expos. Exhibitions also open leisure travel opportunities for attendees from different locations. 01 Handout 1 *Property of STI Page 1 of 4  TH2405 The success of MICE—whether a corporate meeting, incentive trip, conference, or exhibition—relies heavily on the expertise of event managers who handle complex logistics, marketing, attendee engagement, and overall execution. Event management is the operational backbone of the MICE industry, ensuring that events are well-organized, achieve their goals, and provide memorable experiences for attendees (Bowdin et al., 2023). Events Management Concept Events happen around us, which may naturally occur in our environment as part of our daily lives. They also pertain to something that stimulates people to travel, spend resources, and gather for a particular cause or purpose. Events management is the process of planning and executing an event or an entire event program, from the beginning stages of planning to post-event reporting. It involves studying the brand's intricacies, identifying the target audience, devising the event concept, planning the logistics, and coordinating the technical aspects before executing the proposed event. After an event has been successfully conducted, a post-event analysis is made to check and ensure a return on investment (Rodolfa, 2022). Categories of Events Events can be categorized according to the form and size of their target audience, purpose, duration, and context (Fenich & Malek, 2021). Categorization by form and content Planned events are based primarily on their form, which has apparent differences in their purpose and program. Some are for public celebrations, such as community festivals that aim to foster civic pride and cohesion, while others are planned for competition, fun, entertainment, business, or socializing (Getz, 2024). Often, they require special-purpose facilities like convention centers and sports arenas. Below are some specific forms of events: Cultural and Festival Events – These are a significant feature of the event landscape, offering live performances, displays, parades, concerts, exhibitions, or entertainment based on content including music, arts, drama, literature, customs, ceremonies, culture, or tradition. These can range from small- scale local to large-scale major events. Some examples include the Ati-Atihan Festival, celebrated in Kalibo, Aklan, every January, featuring street dancing and body painting in honor of Sto. Niño (Child Jesus) and the Panagbenga Festival in Baguio City showcasing street dancing, float parades, cultural performances, and the region's natural beauty, particularly the abundance of flowers. Sports Events – These are an essential and growing part of the events industry, encompassing the full spectrum of individual sports and multi-sport events such as the Olympic Games (an international multi-sport event featuring summer and winter sports competitions). Sports events can attract tourists and generate media coverage. They benefit not only their host governments and sports organizations but also participants such as players, coaches, and officials and bring entertainment and enjoyment to spectators. Another example is the FIFA World Cup, a celebrated international football tournament. Corporate Events—These events are initiated by a company or organization to celebrate, recognize, build a team, empower, train, or recruit. Examples are holiday parties, anniversary dinners, company picnics, sales training, and job fairs. Social Events—These events revolve around people's different life stages. They are intended for celebration, commemoration, or relationship-building. Examples of social events are weddings, birthdays, and reunions. Emerging social events include baby "gender reveal" parties, blind dating parties, and engagement or wedding proposals. 01 Handout 1 *Property of STI Page 2 of 4  TH2405 Religious Events – These events mainly focus on devotion, spiritual reconnection, or worship. Examples are the Papal Inauguration (Catholic's liturgical service for the ecclesiastical investiture of a pope), the Hajj (annual Islamic pilgrimage to Mecca, Saudi Arabia), praise concerts, and retreats or recollections. In the country, a massive religious event centers around a life-sized, dark wooden statue of Jesus Christ carrying the cross, known as the Feast of the Black Nazarene, held every January in Manila. Fundraising Events – These are events staged to support a particular organization or an initiative of a group of people to help those who, in some instances, are affected by a calamity or for similar causes. Examples of this are the Run for Pasig River (an annual event aimed at raising awareness and encouraging action to clean and rehabilitate the Pasig River) or concerts for a cause. Merchandising Events – Also referred to as retail events or marketing and promotional events, these are most common for activities that present or introduce new products, which may potentially increase a brand's reach. These events include store openings, product or brand launches, new product rollouts, and fashion shows. They involve a relatively smaller group compared to exhibitions. Scholastic Events – These events aim to educate, inform, discuss relevant issues, and exchange ideas and best practices among an expert or experienced speaker and a smaller audience than conventions. Examples of this type are workshops where the expert goes beyond discussion and lets the attendees have a hands-on, applied experience; symposiums, formal meetings at which several experts deliver short, interrelated topics; colloquiums, academic meetings where experts deliver a topic and then answer questions relating to them, and a seminar, which goal is to provide participants with new knowledge, skills, or insights into a particular subject and encourage interaction and exchange of ideas among attendees and the presenters. Categorization by size and impact The key factors typically determining the perceived scale and impact of events are the participation level, audience, media coverage, and the degree to which they generate significant international demand. Below are the categories of events according to their size and impact: Local Events – These events target local audiences for social, fun, and entertainment value. These events often produce a range of benefits, including stimulating pride in the community, strengthening a feeling of belonging, and creating a sense of place. They are unlikely to draw considerable attendance or generate much media interest outside the locality. The time and resources needed to plan these events are also reasonably limited. Examples of local events include a village feast, a fun run, and a local basketball league bringing members of the local community together. Major Events – These are large-scale events with strong public interest and media coverage, likely attracting visitors outside the local region. These events are typically hosted by large venues or towns and cities to generate economic income from visitors. Examples include the Manila Food and Beverage Expo (MAFBEX), which brings together local and international exhibitors showcasing a wide range of products in the food, beverage, and hospitality sectors, and the PhilBeauty Expo, the country's premier beauty trade show that brings together professionals and enterprises and creates networking and business opportunities amongst beauty manufacturers and quality trade buyers. Hallmark Events – These events become significantly associated with the place they are held. They greatly appeal to visitors and generate large economic income with national or international media coverage. They are also regarded as an "image builder of modern tourism" to attract visitors and make a significant economic contribution to the host destination. The Sinulog Festival in Cebu is an example of a hallmark event that defines the country's cultural heritage and contributes significantly to its tourism. It is known for its colorful street parades, traditional dances, and religious processions. It is one of the largest and most celebrated events in the Philippines. 01 Handout 1 *Property of STI Page 3 of 4  TH2405 Mega Events – Mega events are the largest of all in terms of their impact and the number of people attending. Examples of mega-events are the Olympic Games and the FIFA World Cup, which are massive international sporting events considered the world's foremost sports competitions. Both events occur every four (4) years and in different locations worldwide, depending on the results of a competitive bidding process. For the host city or country, there is the opportunity for extensive media coverage worldwide, which can lead to substantial economic income generation. Categorizing events is not just about putting them into neat boxes. It is about gaining a deeper understanding of its nature, purpose, and audience. This understanding is essential for effective event planning, execution, and analysis. Event professionals can make informed decisions, tailor strategies, and create successful and impactful events. References: Ayub, A. (2024). MICE events – meetings, incentives, conferences, and exhibitions guide. In vFAIRS. Retrieved 26 August 2024 from https://www.vfairs.com/blog/what-is-mice/ Boncato, A. (2022). What is the mice industry? Meetings, incentives, conferences, and exhibitions. In World Trade Center Metro Manila. Retrieved 26 August 2024 from https://www.wtcmanila.com.ph/blog/what-is-mice-industry/ Bowdin, G., Allen, J., Harris, R., Jago, L., O'Toole, W., and Mcdonnell, I. (2023). Events management. (4th Ed.). Routledge Dowson, R. & Bassett, D. (2022). Event planning and management: Principles, planning, and practice. (3rd Ed.). Kogan Page. Fenich G., Malek. K. (2021). Meetings, expositions, events & conventions: An introduction to the industry. (6th Ed.). Kendall Hunt Getz, D. (2022). Dictionary of event studies, event management, and event tourism. Goodfellow Publisher Hahn, J. (2024). What is MICE? Your guide to meetings, incentives, conferences, and exhibitions. In Cvent. Retrieved 2 September 2024 from https://www.cvent.com/uk/blog/hospitality/what-is-mice Rodolfa, B. (2022). Events management: Introduction to meetings, incentives, conferences, exhibitions (MICE), festivals, & other special events (Revised Ed.). Mindshapers. Uttarakhand Open University. (n.d). Introduction to event management [PDF]. Retrieved 1 August 2024 from https://www.uou.ac.in/sites/default/files/slm/HM-402.pdf 01 Handout 1 *Property of STI Page 4 of 4  TH2405 EVENT PLANNING Event planning involves envisioning, organizing, and executing various gatherings, from small-scale to large- scale events. Using a comprehensive strategy it addresses an event's components, such as the start and end dates, budget, venue, marketing, attendees, and more (Rae, 2023). Strategic Event Planning (Bowdin, et al., 2023) Strategic planning can be defined as a systematic process by which a desired future is envisioned and then progressed through a sequence of steps. Actions directed at achieving this future are, in turn, guided by developing a clear vision, mission, value statements, and associated goals and objectives. Below are the strategic planning stages concerned with results and the means to achieve them. Preliminary Stages The preliminary stages in strategic event planning are essential for setting a strong foundation and clear direction for an event. The following are the activities that transpire during the initial stage: A. Developing the Event Concept. This stage involves developing and refining an initial event concept, often in consultation with relevant stakeholder groups. Depending on the event, stakeholders might include tourism bodies, local communities, potential suppliers, and government agencies. This process results in a more concrete event concept with details on duration, timing, program elements, and likely target markets. It will enable the proposed event to be subjected to a feasibility study. B. Conducting a Feasibility Analysis. This analysis assesses an event's potential for success. It involves considering multiple factors, such as budget requirements, managerial skill needs, venue capacities, host community, destination area impacts, and availability of support services (e.g., equipment rental firms). The level of detail and complexity of the analysis depends on the event. For instance, an Olympic Games would involve a more thorough and longer analysis than a regional sporting event. C. Deciding to Proceed or Cease. While the outcomes of a feasibility study are a key input into the decision to proceed or cease, their role is to inform the decision-making process rather than make a recommendation. Once a decision is made to pursue an event, an organizational structure must be established to deliver it. D. Forming the Organizational Structure – The structure indicates decision-making power and communication channels, establishes formal relations between departments, committees, and individuals, visually represents how tasks will be grouped, links activities and people with associated expertise, and defines lines of reporting. Event organizations use several structures depending on their scale (Fenich & Malek, 2021). The event head oversees the organization, project, and/or event. They preside over meetings and have the final say or decision on critical matters regarding the event. The following serves as the working committee for a small-scale event, which may include staff or a few members or be headed by an individual. Committee heads report directly to the event head. Secretariat. This committee serves as the organization’s secretary and creates all letters or proposals needed for the project or event. It handles the attendee kit, which usually comprises an identification (ID), lace or tag, a handout, a copy of the program schedule, and a certificate of attendance or participation. Finance. This committee oversees every financial activity of the event. It works closely with the secretariat and accomplishes liquidation and reimbursements from other committees. Logistics. This committee oversees the venue and equipment requirements of the event. It conducts site inspections or ocular visits to possible venues. It sets specifications regarding space, availability of 01 Handout 1 *Property of STI Page 1 of 11  TH2405 materials and equipment, layout, ingress and egress procedures, and other matters of the event’s physical needs. This committee is mostly led by male staff as it demands much physical work like carrying, building, or fixing things needed in the event. Marketing. This committee creates marketing materials, such as flyers, posters, and tarpaulins, to promote the event and increase its reach. It also encourages concessions and sponsorships for companies and other organizations interested in supporting the event. General Services. This committee promotes the safety of the event and the welfare of all attendees, staff, and concessionaires. It provides medical assistance and security throughout the event and maintains the cleanliness and orderliness of the event venue. Food. This committee creates the event's menu, coordinates with food or catering providers, negotiates with the finance committee, and settles the food and beverage expenses. It also provides attendees, the events team, and other contractors or suppliers food and beverages. Program. This committee brings the project to life by running the event, especially on D-day, which refers to “the day” of the event. This committee oversees all the production needs: stage management, lights, audio and video playbacks, performers, speaker materials, and dynamics like games, activities, sequences, and breaks. Additional units or committees may be created to accommodate the project or event's requirements. Below are the additional committees for a large-scale event. Executive Committee. This serves as the core unit of the events team that decides on the major tasks at hand, headed by the overall chairperson or event head. It is composed of the following individuals: Treasurer. They oversee payment collections, keep the event funds or money for safety, and create and keep a document or logbook to record and monitor cash flows. Auditor. They work closely with the treasurer regarding payments and contracts and accomplish liquidation and reimbursements of the working committees. Organizing Committee Heads. They oversee all the working committees and ensure they coordinate well. They also get updates from the working committee heads and report these to the executive committee meetings. Creative Lead. They create a team composed of visual specialists. They are tasked to develop design- related requirements (e.g., certificates, posters, and flyers) for the working committees. Working Committees. They oversee all the event's legwork (preparations or groundwork). Each committee is led by a committee head who reports directly to the organizing committee head to which they are assigned. Physical Arrangement and Technical Support (PATS). Also known as logistics, this committee oversees the physical setup of the entire event. It coordinates with suppliers for lights, sounds, decorators, and the like. The committee members are responsible for arranging tables, chairs, stage, screens or projectors, sound system, lighting, Wi-Fi, and other equipment needed for the event. They share similar roles as described in the logistics committee of a small-scale event. Exhibits and Workshops. This committee works with PATS. Although its members are more focused on exhibits and workshops, they also provide human resources support to PATS. They handle exhibit requirements like booth space dimensions, layouts, and design concepts or themes. Moreover, they ensure that all workshop requirements, such as venue/s, sound system, and projectors, are functioning and workshop handouts and supplies are provided. Personnel. This committee handles Very Important Persons (VIPs), keynote speakers, and guest performers. The members serve as ushers or marshals at the event and conceptualize the event team’s uniform. 01 Handout 1 *Property of STI Page 2 of 11  TH2405 Registration and Accommodations. Like the secretariat team of a small-scale event, this committee spearheads the event's registration process. It prepares the attendee kits, including accommodation materials, particularly for a “stay-in” event (an event where attendees are boarded in a lodging facility throughout the event). The committee’s name may drop the term accommodations when the event does not require a lodging component. Effective planning and human resource management are at the core of any successful event. Ensuring an event is adequately staffed with the right people, appropriately trained, and motivated to meet its objectives is fundamental to the event management process. Strategic Planning Stage Once the events team is formed, an event organization’s first task is to engage in the formal strategic planning process. It involves performing the following several sequential steps. A. Establish vision and mission statements. A vision statement outlines what the organization strives to be in an intended state or an idealized worldview. It may be driven by emotion or inspiration and concentrate on a “perfect” future. A good vision statement is tied to the organization’s core values and beliefs. Without this connection, the vision becomes meaningless to the organization’s stakeholders, community, and society. The mission statement defines the fundamental purpose of an organization, clearly describing why the organization exists and what it does to achieve its vision. The mission outlines the purpose, values, standards, and sometimes an organization's competitive strategy. Below is an example of the vision and mission statement from one of the top event management companies in the Philippines – Events@Work. This company handles end-to-end management of planned activities or events from conceptualization to actual execution, either for internal or external affairs (GoodFirms, 2024): Vision: To be the most respected events management company in the Philippines known for high standard quality of service, management, and operations, that is ever-growing, highly flexible, and open to the needs of its business partners and stakeholders. Mission: To contribute to our client’s success by providing excellent strategic marketing services, events management, and public relations counsel that fulfill their objectives, requirements, and foreseen needs and wants in the most cost-efficient means. B. Set Goals and Objectives. Once an event’s vision, mission, and values have been decided, the next task is establishing its goals and objectives. Goals are broad statements that seek to guide those organizing the event. These guide organizers in their efforts to progress their vision and mission and provide a means of assessing progress towards them. It should be noted that while the terms ‘goals’ and ‘objectives’ are often used interchangeably, these are nonetheless distinct concepts. Objectives are used to quantify progress toward an event’s goals. In practice, it serves to focus on an event’s management, provide a means of tracking performance, and act to motivate staff. Useful criteria that can be applied to the establishment of objectives are summed up by the acronym SMART, which refers to the fact that objectives should be specific – focused on achieving an event goal, measurable – expressed in a quantifiable way (when at all possible), attainable – attained on by those responsible for achieving them, realistic – in terms of the event organization having the human, financial, and physical resources to reach them, and time-bound – to be completed by a specific time. Below are some examples of goals and objectives related to events management: Goals Objectives Strengthen brand recognition: Become one of Increase social media engagement by 30% within six (6) the top three (3) most recognized event months by posting bi-weekly event highlights, client testimonials, and behind-the-scenes content. 01 Handout 1 *Property of STI Page 3 of 11  TH2405 Goals Objectives management brands in the local market within Increase website traffic by 25% within 12 months through two (2) years. targeted campaigns and content marketing. Enhance sustainability practices: Reduce the Reduce event waste by 20% by Q4 20XX by incorporating eco- environmental impact of events by friendly practices (e.g., digital invitations, sustainable décor). implementing sustainable practices, such as Partner with at least five (5) sustainable vendors (e.g., eco- reducing waste by 30% within two (2) years. friendly caterers, reusable décor suppliers) by the end of Q2 20XX. C. Conduct Situational Analysis. The internal (e.g., financial situation, staff expertise, technological capacities) and external (e.g., number of competing events, legislative changes, community attitude) environments must be considered when establishing goals and objectives. The internal factors are typically analyzed through a SWOT analysis (strengths, weaknesses, opportunities, and threats). Such an analysis will likely involve referring to a range of existing information sources, including data collected by the event on its performance (assuming the event has taken place previously), information on the performance of similar events, census data, and general reports and studies on relevant matters such as trends in leisure behavior or the industry or professional field that it seeks to serve. The external environment consists of all factors surrounding the event that can impact its success. It consists of these factors: political/legal (includes health and safety requirements, labor laws, consumer protection laws, and trade and tax policy), economic (includes economic growth or decline and changes in interest and inflation rates), social (changes in the socio-cultural market environment that illustrate customer needs and wants like emerging trends, population analytics, and demographics), technological (how innovation and development evolve a market like automation, technology awareness and adoption rates, and new services or products), and environmental (the ecological and environmental aspects that affect a company’s operations or consumer demand, like access to renewable resources, weather or climate changes, and corporate responsibility initiatives. D. Create Strategies. Event strategies are plans that event management organizations implement to attain their goals. Common event strategies include focusing on specific events (like corporate conferences or weddings), building strong client relationships, and offering unique or high-quality services. Some strategies might also involve expanding into new markets or reducing costs to stay profitable. Overall, an event strategy helps the company remain competitive and grow in a planned, organized way. Here is an example of strategies aligned with established goals: Goals Strategies Strengthen brand recognition: Become one Increase social media presence with regular, engaging of the top three (3) most recognized event content (e.g., behind-the-scenes event planning and management brands in the local market client testimonials). within two (2) years. Partner with influencers, industry leaders, and bloggers to increase visibility. Enhance sustainability practices: Reduce the Promote eco-friendly event options (e.g., digital environmental impact of events by invitations, recyclable décor materials). implementing sustainable practices, such as Work with sustainable vendors (e.g., local organic reducing waste by 30% within two (2) years. catering, zero-waste providers). E. Develop Operational Plans. Once strategies are created, the event organization must develop supporting operational plans. These plans will be needed for all areas central to achieving an event’s goals and objectives. Each operational plan will require a set of objectives linked to achieving the overall event 01 Handout 1 *Property of STI Page 4 of 11  TH2405 organization’s strategy, action plans and schedules, monitoring and control systems, and allocating resources (financial, human, and supporting equipment or services). F. Establish Control Systems. These involve mechanisms required to ensure that actions conform to plans and provide information to event organizers to adjust their operational plans in line with changed circumstances. These mechanisms are systems that constantly compare performance to operational objectives. Establishing performance benchmarks and milestones, such as tickets sold or sponsorship received by specific dates, for example, can indicate progress towards these objectives. Meetings and reports, as are budgets, are central to the control process, allowing actual costs and expenditures to be compared and updated against those originally projected for the various operational areas. G. Conduct Event Evaluation and Reporting. Only through evaluation can event organizations determine how successful or otherwise their efforts have been in achieving whatever goals and/or objectives have been set. The captured information allows reports to be prepared for the event's management and stakeholders, such as grant agencies and sponsors. Problems and shortcomings in current event planning and delivery processes can be identified, and recommendations can be made for change. Event Conceptualization Understanding the event environment is crucial in creating an event. The context in which the event is to take place will play a major role in determining the event concept. To understand this environment, the event manager must first identify the major players or stakeholders—the people and organizations likely to be affected (Bowdin et al., 2023). Event Stakeholders The event manager must examine the objectives of stakeholders – what each of them expects to gain from the event and what forces acting on them are likely to affect their response to the event. Once this environment is understood, the event manager is in the best position to marshal the event's creative elements and shape and manage them to achieve the best outcomes for the event. Below are the stakeholders’ key roles in shaping the experience of the event. Host Organization. It refers to the different event generators, including the government, community, and corporate sectors. If the host is from the government, it is likely to be a council department or public authority; if it is from the corporate sector, it is expected to be a company, corporation, or industry association; and if it is from the community sector is more likely to be a club, society, or committee. Host Community. This can be the geographical community where the event is located or a community of interest from which the event draws its participants and spectators. It involves residents, traders, lobby groups, and public authorities such as transport, police, ambulance, and fire brigades. The event manager should aim to identify and involve representatives of these groups and consult them in the event's planning. Sponsors. Sponsorship has been regarded as a primary promotional tool to increase brand awareness and drive sales. It also provides important opportunities for relationship building through hosting partners and clients. To attract sponsorships, event managers must offer tangible benefits to sponsors and effective programs to deliver them. Media. Events now have a virtual existence in the media that is at least as powerful as reality. The combination of the event website, social media applications, and channels enables event managers to encompass the complex communication needs of an event and bring attendees close to the event. Media interest in events continues to grow as their ability to provide saleable products and attract commercial sponsors is realized. The role of the media can vary from that of media sponsors to 01 Handout 1 *Property of STI Page 5 of 11  TH2405 becoming full partners – or even producers – of the event. Whatever the role of the media, event managers need to consider their needs. Co-workers. The event team that is assembled to implement the event is another stakeholder. For any event to be truly effective, the vision and philosophy of the event must be shared by the entire team, from key managers, talent, and publicists to the stage manager, crew, stewards, and cleaners. No matter how big or small, the event team is the face of the event, and each member contributes to its success or failure. Attendees. Last but not least are the ‘punters’ on the day – the participants and spectators, visitors or audience for whom the event is intended and who ultimately vote with their feet for the success or failure of the event. The event manager must be mindful of the needs of the audience. It includes their physical needs and their needs for comfort, safety, and security. The need to make the event special over and above these basic requirements is to connect with the participants' emotions. A skilled event manager strives to make events meaningful, magical, and memorable. Creating the Event Concept Deciding on an event's basic idea or concept creates the foundation on which the whole event creation process will be built later. The idea must be capable of achieving the event’s purpose, flexible enough to serve the stakeholders, and achievable within the available resources. Identifying an appropriate event concept will require considerable research, insight, and creativity. However, getting the concept right will greatly increase the potential for a successful event outcome. Below is the process of creating an event concept. 1. Defining the event's purpose. The first step in creating the event concept is to define the event's purpose or the justification for holding the event, which the host organization should supply. This will drive the major decisions regarding the development of the event, including the theme, elements, and the key corporate messages the event needs to deliver. Identifying the purpose fully and accurately will provide a sound starting point for determining the event concept. 2. Identifying the event audience. The next important question to clarify is who will be attending the event. Knowing factors such as attendees' age and gender, their levels of seniority in the participating organization, and their experiences and tastes will greatly assist in tailoring the event concept to the audience's needs. 3. Deciding the timing of the event. Important decisions need to be made about the duration of the event and about the season or time of year, days, and times when the event will be held. For corporate events, the business cycle may influence the timing. For example, avoiding a particularly busy time of the year for the company or to coincide with the launch of a new product. The timing of public events may be determined by favorable seasons. For example, outdoor events are usually held during the summer. 4. Deciding the format for the event. Different event formats allow companies to focus and accomplish various things depending on several factors—including event size, budget, timeline, and the location of attendees. Common event formats include: Virtual. This event format can be deployed quickly with a significant cost reduction. Popular uses of virtual events include webinars, live streams, virtual trade shows, online classes, online tours, and company events. Hybrid. It is a combination of in-person and virtual forms of events. Some participants can attend face- to-face while others are “brought in virtually”, thus adding to the benefit of the overall interaction. In-person. This event format is all about human connection. It is a chance for people to come together face-to-face, interact, network, learn, and share experiences. 01 Handout 1 *Property of STI Page 6 of 11  TH2405 5. Selecting the event venue. The venue must meet the event's needs, catering to the number of attendees and contributing to the desired style and atmosphere. A formal event, such as an awards night or a black- tie ball, will have different needs from an informal event, such as an office party or a rock concert. 6. Scanning the event environment. Before developing the event concept, it will be useful to research the environment where the event will take place. Consideration should be given to current trends and fashions that will impact the audience and their response to the event. Events prioritizing eco-friendly practices, such as reducing plastic use, sourcing locally grown food, or promoting public transportation, would likely resonate with attendees. Also, technology for eco-friendly solutions to reduce the event’s carbon footprint, such as virtual attendance options, paperless registration, or digital programs, could be well- received. 7. Developing the event concept. Once the basic parameters of the event have been identified, the task is to develop an event concept that best meets the event's needs. Firstly, a decision will need to be made about the overall type of event. If it is a corporate event, should it be a product launch, a training seminar, or a media conference? Is a cocktail party appropriate, or is a formal dinner required? A public event may be a concert, a festival, an exhibition, or a parade. Should it be indoors or outdoors? How large should it be? These questions will be answered through a widely used and rewarding technique many event managers employ for developing event concepts: brainstorming. Brainstorming involves bringing a group of people together, including stakeholders, other work colleagues, and interested people, who will be briefed about the event's parameters and encouraged to participate in a free flow of suggestions and ideas for the event concept. 8. Choosing an event theme. Theming is an integrated approach to the event's design so that all aspects of promotion, presentation, and staging are coordinated around a single look or theme. This may be the company's corporate colors or a smart contemporary look and feel for a corporate event. The event's message may suggest a theme that amplifies and supports the message. For example, an event for a company wanting to project an innovative image might require a futurist theme with sophisticated staging involving high-end technology. The process of creating an event concept can be summarized by asking the following five (5) key questions that Goldblatt (1997; Lee & Goldblatt, 2020) identified in his research phase as the ‘Five Ws’ of the event: Why is the event being held? There must be compelling reasons confirming the event's importance and viability. Who will be the stakeholders in the event? These include internal stakeholders, such as the board of directors, committee, staff, and audience or guests, and external stakeholders, such as media and politicians. When will the event be held? Is there sufficient time to research and plan the event? Does the timing suit the audience's needs, and if the event is outdoors, does it consider the likely climatic conditions? Where will the event be staged? The choice of venue must represent the best compromise between the event's organizational needs, audience comfort, accessibility, and cost. A consideration is also whether an event will be delivered in person, virtually, or hybrid. What is the event content or product? This must match the audience's needs, wants, desires, and expectations and unite with the event's why, who, when, and where. Exploring these key questions thoughtfully and fully will help identify a strong concept tailored to the event's specific context and needs. This concept can be built upon to create a unique and memorable experience. 01 Handout 1 *Property of STI Page 7 of 11  TH2405 Event Financial Planning An event organization must set up a management system to control money flow to various management areas like marketing, venue costs, and design. The event team may seek extra inflow by seeking new sponsors and re-examining contracts while seeking cost savings (Bowdin et al., 2023). The Event Financial Management Process From a financial management perspective, events fall into two (2) broad categories: those fully funded and those seeking to generate income to partly or fully offset their costs or produce extra. Income-generating Events. Financial planning begins by setting financial objectives. Some events (for example, community-based events) might seek to recoup some or all (break-even) of their costs. In contrast, others aim for a targeted net profit figure or a specific return on monies invested (for example, entrepreneur- developed music festivals, association conferences, and exhibitions). Once financial objectives have been established, budgets force event organizers to analyze costs and revenue in performing this role. Budgets also clarify to those responsible for managing an event’s income and expenses the revenue-specific financial targets they should achieve or the financial parameters they must operate within. Further, they provide information on how the inflow and outflow of money resources can be monitored and controlled as the event moves through its planning cycle. Finally, budgets serve as an evaluation tool as event organizers seek to review forecasted financial performance against actual results. Event Expenses. Accurately determining event expenses is key to preventing cost overruns or blowouts. It can be achieved in several ways, including obtaining quotes from suppliers, going out to the market with tenders for specific services, or drawing on insights from an event’s past budgets. In assessing quotes, it is important to remember that they need to be carefully reviewed to ensure they are based on the provision of the same service or item. For example, a venue may quote less than others but might not include add-ons such as Wi-Fi and audiovisual equipment, which the other quotes do. Event Revenue Streams. Like expenses, events' income sources should be identified and scrutinized to determine what contributes to an event’s bottom line. For example, some event organizers who see sponsorship as a potential revenue stream might be surprised to find little or no return once they have accounted for the costs. A range of factors come into play when assessing the revenue potential of a specific income stream, such as market price sensitivities (what can realistically be charged for registrations, the degree to which an event is unique and therefore able to charge increased charges, and the extent to which various forms of discount will be employed. Establishing an Event Budget. Once an event has identified its expenses and revenue streams, it must embrace these within a budget. It is more logical to categorize item estimates according to the committees or departments where they will be utilized. This will make it easier to track which event component went beyond the established budget in the event of a loss. Below is an estimated budget for 110 attendees at a one-day conference event tailored to each committee’s responsibilities. Each amount is based on the company’s previous events. This event budget is designed for a small-scale event. However, it can be adapted for a larger one by scaling up attendees and expenses depending on the event’s purpose and requirements. 01 Handout 1 *Property of STI Page 8 of 11  TH2405 COMMITTEE CATEGORY ITEMS OR PARTICULARS SUBTOTAL Attendees' ID and lace = ₱ 25.00 x 110 attendees ₱ 2,750.00 Attendee Kits for Staff ID and lace = ₱ 25.00 x 30 attendees ₱ 750.00 attendees and staff Certificates and handouts = ₱ 30.00 x 110 ₱ 3,300.00 Secretariat attendees Stationery = ₱ 10.00 x 110 attendees ₱ 1,100.00 Administrative Printing (proposal, sponsorship letters) = ₱ 6.00 x Materials 110 attendees ₱ 660.00 TOTAL ₱ 8,560.00 Venue Facilities and amenities = ₱ 5,000.00 for 6 hours ₱ 5,000.00 AV equipment, microphones, projectors = ₱ Equipment ₱ 8,500.00 Logistics 8,500.00 for 6 hours Pre-event services = ₱ 2,500.00 Set-up and Cleaning ₱ 5,500.00 Post-event services = ₱ 3,000.00 TOTAL ₱ 19,000.00 Online Ads = ₱ 2,250.00 ₱ 2,250.00 Marketing Advertising Flyers, posters, and tarpaulins = ₱ 4,350.00 ₱ 4,350.00 TOTAL ₱ 6,600.00 Attendees Lunch = ₱ 195.00 x 110 attendees ₱ 21, 450.00 Packed Food and Attendees Snack = ₱ 130.00 x 110 attendees ₱ 14,300.00 Food Beverages for Staff Lunch = ₱ 195.00 x 30 attendees ₱ 5,850.00 attendees and staff Staff Snack = ₱ 130.00 x 30 attendees ₱ 3,900.00 TOTAL ₱ 45,500.00 Security Staff = ₱ 9,000.00 for 6 hours ₱ 9,000.00 General Services Safety and Security Medical Kits = ₱ 150.00 x 110 attendees ₱ 16,500.00 TOTAL ₱ 25,500.00 Speaker Fees, Honorarium (6 hours) = ₱ 10,000.00 ₱ 10,000.00 Program Transportation, Transportation (back and forth) = ₱ 2,000.00 ₱ 2,000.00 Accommodation Lodging (overnight) = ₱ 7,300.00 ₱ 7,300.00 TOTAL ₱ 19,300.00 GRAND TOTAL ₱ 124,460.00 Note: Events organizations add 10% to the budget as a buffer. Table 1. Event Budget Allocation Source: Meetings, expositions, events, & conventions: an introduction to the industry (6th Ed.). 2021 Fully Funded Events. If an organization fully funds an event, event organizers need only concern themselves with managing expenses and ensuring these (including their management fees) align with the budget they have created for it. While there are differences in how the financial planning process works in events of this type, they generally involve the event organizer establishing event costs, developing an expense budget, monitoring and controlling it, and producing a final expense report. For instance, companies wishing to conduct product launches initiate contact with event organizers, who provide them with details regarding the event they want to conduct (for example, objectives, audience size, nature of products, and information on prior launches). Based on this information, the event organizer develops a concept for the event and an associated budget, including their management fee, which is then sent to the potential client. The management fee is generally 15%–20% of the event’s budget. Events Marketing Plan and Promotion According to the Chartered Institute of Marketing (CIM, 2015), marketing is “the management process responsible for profitably identifying, anticipating, and satisfying customer requirements.” Marketing is concerned with satisfying consumer needs and wants by exchanging goods, services, or ideas of something of value. It is a carefully crafted outline of every marketing channel, why it should be used, and how it will contribute to event success (VanCuren, 2024). 01 Handout 1 *Property of STI Page 9 of 11  TH2405 The Five (5) Ps of Event Marketing It is vital to lay the groundwork before planning an event marketing campaign. To do that, consider the five Ps of event marketing: Product: What is unique about this event? Why does it stand out amongst the rest? Price: What is the value of the event? What value can it bring to event attendees and sponsors? Place: Where will this event take place? Will it be an in-person, virtual, or hybrid event? Promotion: What message will this event communicate to the target audience? What will the event say about the brand? People: Who exactly is the target audience? Who are the ones to engage with and attract? Answering these questions will set the foundation for the event marketing plan and help guide future promotional decisions. Essential Elements of An Event Marketing Plan Event marketing plans come in all shapes and sizes, whether for small-scale or large-scale events. However, there are seven (7) essential components that every marketing plan should include: Event goals and objectives. It is one of the first—and most important—decisions in the event planning process. An event goal establishes what to achieve and what a successful event would look like. Start by considering the business goals. From here, the focus can be narrowed to how the event promotion can help achieve those objectives (as discussed in the strategic planning stage). For example, if a business wants to increase brand awareness, it can specify the promotional goals by generating 100 pre-event leads via targeted email campaigns. In turn, it can measure the effectiveness of email marketing based on the number of leads it produces. Event marketing budget. The marketing budget must be determined before deciding which marketing strategies to use. Potential marketing costs must be considered, including advertising media, agency fees, production costs, content development signage, ambassador fees, complimentary tickets, and giveaway costs. Allocate an extra 5-10% to the budget to be safe in case unexpected situations are encountered where the marketing campaign requires additional spending, for instance if a digital ad performs better than anticipated and must be extended. Event marketing strategy. This strategy will define how to achieve the event goal. More importantly, it details the messaging and precisely describes the tactics to reach potential attendees. To do this, the target audience must be known. Market research must be conducted, and customer services must be crafted to help understand what an attendee might want from the event experience. Consider the following questions: o Where does the target audience hang out? This can help to focus attention on those channels. o What content do they like to consume? Take advantage of this type of content in the promotions. o What are their pain points? Tailor the messaging around how the event can help solve their problems and achieve their goals. The more specific the research is, the better it can optimize and execute the marketing strategy. Attendee journey. Marketing is about hitting the target audience with the right messaging at various stages of the event life cycle. Based on the market research, every way an attendee could interact with the company from beginning to end must be mapped out. The event life cycle starts with promotions and ends with post-event communication. There are countless touchpoints where potential attendees could experience the brand. Start with where an attendee might first learn about the event, such as a blog or social media post. Then, trace every step of their journey during and after the event. It allows the team to personalize attendees' event experience and better target the 01 Handout 1 *Property of STI Page 10 of 11  TH2405 messaging to their wants, needs, and desires. To simplify, learn about the attendee's demographics (age, location, profession, etc.), where they spend their online time, and their motivations and goals. Strategic marketing tactics. These are the actual activities that promote the brand and execute the campaign. Below are some proven marketing tactics to help inspire creativity: o Social media marketing. Consider which social media sites the target audience uses, such as Facebook, Instagram, Twitter, YouTube, and TikTok. Engaging content on these platforms must be posted to elicit a response, such as questions, discussions, or educational videos. These channels can spread the word about an upcoming event. Paid advertising on social media or collaborating with influencers with many followers can be leveraged to get the content front and center where the audience will see it. o Email marketing. Almost all digital citizens use email, so email marketing is effective. Use email marketing before, during, and after the event to attract prospects, send out reminders, generate excitement, and build a community. However, avoiding spamming the audience with too many emails is important. o Content marketing. Blogging about the event at every stage is a great way to get people excited and share memorable moments. During the pre-event, educational posts on topics the target audience would be interested in learning about can be written, and speaker profiles, event details, and tips and tricks can be shared to generate information. At the mid-event, in-person happenings can be covered and shared on social media or email for maximum exposure. Post-event festivities with event highlights, photos, and memories that will encourage attendees to stay connected for future events can be recapped. Marketing timeline. When the attendee journey is mapped and the tactics are planned, a start-to- finish timeline should be created. Creating a schedule can help track which marketing activity should occur at a certain time. Keeping to the schedule allows hitting every touch point at the most opportune moment. It is best to start planning at least 6-9 months before an in-person or hybrid event and 3-6 months before a virtual event. Post-event outreach. Defining potential actions to continuously engage leads and promote the business once the event is over is an important part of planning. Even after the event, there are plenty of opportunities to connect with the target audience and foster a fanbase of loyal attendees. One great idea is to re-engage attendees by repurposing event content. If there are successful performances, highlights, or other moments worth mentioning, these should be shared with the audience in the weeks and months after the event. It reminds people of their great time and allows other attendees to experience parts of the event they may have missed out on. Despite the acts of leaders, many events remain loyal to traditional, offline methods of promoting themselves. Admittedly, industry magazines still have a good reputation for driving sales and awareness in these circles. However, the industry’s pursuit of all things data and digital is an amazing piece of progress. Event marketing is leading itself into a data-driven era. An events company wanting to get better at audience targeting is advised to move in that direction. References: Bowdin, G., Allen, J., Harris, R., Jago, L., O’Toole, W., and Mcdonnell, I. (2023). Events management. (4th Ed.). Routledge. Fenich, G., & Malek, K. (2021). Meetings, expositions, events, & conventions: an introduction to the industry (6th Ed.). Kendall Hunt. Rae, B. (2023). What is event planning?. In Doodle. Retrieved 14 November 2024 from https://doodle.com/en/event-planning/ Rodolfa, B. (2022). Events management: Introduction to meetings, incentives, conferences, exhibitions (MICE), festivals, & other special events (Revised Ed.). Mindshapers. Philippine Franchise Association (PFA). 2024. Retrieved 19 November 2024from https://www.pfa.org.ph/about Top Event Management Companies in the Philippines. (2024). In GoodFirms. Retrieved 11 October 2024 from https://www.goodfirms.co/business-services/event-management/philippines VanCuren, O. (2023). How to create an effective event marketing plan in 2023. In Webex Events. Retrieved 27 November 2024 from https://socio.events/blog/event-marketing-plan Wadhwa, V. (2023). Blueprint to set event goals and objectives (with examples). In Airmeet. Retrieved 11 October 2024 from https://www.airmeet.com/hub/blog/virtual-event-goals-objectives-planning/ 01 Handout 1 *Property of STI Page 11 of 11  TH2405 EVENT OPERATIONS AND EVALUATION For many event organizers, the ‘fun’ part of being in the events industry is the opportunity to engage one’s imagination and creativity through the event design process. The event's purpose is the major influence on this process, as it will condition all subsequent decisions relating to the type of attendee experience to be developed (Bowdin, et al., 2023). Event Design and Production (Bowdin et al., 2023) Event design and production is the collaborative process of transforming an idea into a memorable experience. It encompasses the creative vision and technical execution of an event, from conceptualization to flawless delivery (Macgregor, 2024). Key Factors Influencing Event Design Decisions Event design decisions are influenced by several key factors, which help shape the overall experience and success of an event. These factors include the following (Bowdin et al., 2023): Attendee Experience – Event attendees are active participants, requiring organizers to design an engaging and immersive journey considering their motivations, barriers, and expectations. Successful events cater to different engagement types, including active participation, passive relaxation, networking, and sensory experiences, ensuring a memorable and shareable experience that enhances brand positioning. Incorporating a "wow factor" through high-tech displays or emotional storytelling helps create lasting impressions and encourages social sharing. Additionally, service blueprinting allows organizers to map attendees' interactions from pre-event awareness to post-event departure, addressing factors such as marketing communications, transport access, signage, site capacity, and queue management to deliver a seamless and satisfying experience. Programming – The planned schedule of activities, such as performances, speeches, food service, and entertainment, shapes the overall attendee experience. Important considerations include the type and timing of activities, audience needs, food arrangements, space setup, event flow, staging, sponsor promotions, and uniqueness from other events. Like a parade, an event program follows a set order, balancing entertainment, speeches, and rest periods to keep attendees engaged. Site or Venue Selection – Choosing the right venue is essential as it influences the event's purpose, attendee experience, and program. Key factors include attendee needs, event type, sustainability, location, operational requirements, and the venue's brand image. Venues range from formal indoor spaces like conference centers to unique outdoor settings like parks or beaches, with unusual venues adding a special touch while purpose-built ones offer better control. Site inspections are crucial to ensure suitability and logistics, using tools like maps and cameras or even staying at the venue for deeper insights. Today, virtual and hybrid formats are valuable options alongside live events. Understanding these factors ensures a well-structured, engaging, and successful event that meets the objectives of organizers and attendees alike. Event Design Elements Event design is the process of creating an immersive experience for guests by intentionally arranging elements. These elements include the following: Layout – It is the physical space where the event takes place. It plays a pivotal role in event design by influencing the flow of interactions and setting up the space optimally to maximize venue utilization and increase engagement. Stage – It is essentially an elevated platform that requires design and audiovisual elements for it to come to life and be integrated into an event. Stages act as the focal point as they offer significant 03 Handout 1 *Property of STI Page 1 of 12  TH2405 opportunities to connect with an audience to transfer ideas or information, feelings, and messages. Business events, for example, often leverage this opportunity by using stage backdrops, LED screens, digital banners, and widescreen projections to carry branding messages and communicate information regarding products or services. In some instances, stages are already in place at sites or venues and need to be adapted to an event’s requirements. In some cases, modular or mobile stages might need to be hired and assembled or installed at a site or venue. Depending on the scale of the event, stages are sometimes custom-designed to accommodate the specific needs of the clients. Power – Staging any event involves large numbers of people, and to service its crowd, electricity is indispensable. It should never be taken for granted, particularly with the need to produce events sustainably and the increasing costs involved. Factors that need to be considered concerning power are the amount of power required, particularly at peak times, emergency power, position and number of power outlets, correct wiring of the venue, and the like. Lighting – This sets the mood and accentuates focal points, capturing attendees’ attention and enhancing the ambiance. The general venue of site lighting is important because it allows all the other aspects of the staging to take place. For this reason, it is usually the first item on the checklist when deciding on a venue. Indoor lights include signage lights such as exits and toilets, as well as lighting for specific areas like catering and ticket collection. Outside the venue, lighting is required for venue identification, safety, security, and sponsor signs. Color – This can help create a mood or feeling and its selection aligns with the nature of the event. For example, if the event is an extravagant evening celebration, the use of metallic gold and silver combined with black will reinforce its desired style and mood. Whatever color scheme is selected, it needs to flow through décor, furnishing, lighting, promotional materials, menu, and table decorations to create an overall integrated look to the event. Music – This plays a significant role in shaping the mood and behavior of event attendees. It can help create a relaxed, laid-back atmosphere or generate energy and excitement. Different genres can be used to enhance an event's ambiance, such as classical music for sophistication and elegance or rock music to energize the audience. Music can also connect attendees to specific eras (e.g., the Roaring 20s) or locations (e.g., reggae for a Caribbean vibe). Additionally, it can build anticipation for an award announcement and amplify excitement when the award is revealed. Sound – This equipment at events is essential to ensure that all audiences, whether live or remote, can hear music, speeches, and audio effects. Setting up sound for large-scale events can be complex, requiring careful planning for equipment like microphones, mixing desks, and backup supplies. It also involves addressing acoustic challenges, feedback issues, and volume control to avoid disturbances or complaints. Problems like sound leakage between stages can be minimized through thoughtful stage placement, proper speaker positioning, monitoring volume, and careful scheduling of activities to prevent interference. For small-scale events, sound requirements are typically simpler but still important to ensure clear audio for all attendees. Basic equipment like a microphone, a small speaker system, and proper placement are often sufficient. Audiovisual (AV) and Special Effects—These play a crucial role in event management, often requiring the expertise of specialized companies or consultants. Due to the technical expertise required, AV services are frequently outsourced for corporate events. The choice of an AV company depends on the event's budget, the alignment of AV design with the overall event, and the technical and creative skills of the AV team. Furnishing, Props, and Decorations – These are essential in event design, often drawing inspiration from theatrical productions to enhance the atmosphere. They serve various purposes, such as balancing spaces, directing attention, hiding unsightly areas, creating zones, and setting specific 03 Handout 1 *Property of STI Page 2 of 12  TH2405 moods or styles (e.g., rustic, formal, or themed). These elements can also add a "wow" factor by incorporating oversized or unusual objects, such as giant chairs or inflatable figures, to captivate attendees and make the event memorable. Skilled use of these elements helps transform venues and immerse guests in the desired experience. Many large sports events are now famous for their props. After the event, some of these props were auctioned to become sculptures in parks and offices. Catering (Food and Beverage) – This can be a major event element and, in many cases, play a significant role in enhancing an event's theme and atmosphere, often reflecting its style and nature. High-quality catering, supported by skilled chefs, creative table settings, and professional staff, can create a luxurious or casual experience. Event organizers must carefully plan catering, considering venue restrictions, caterer certifications, insurance, and food safety requirements. Once a caterer is chosen, the event organizer must provide detailed information to ensure seamless integration with the event. This information may include: o Event objectives, theme, and style to align catering services accordingly. o Budget, including estimated cost per attendee, which may vary based on ticket sales or attendance changes. o Guest numbers and service level, which influence the number of staff required, menu options, and customization to meet dietary and cultural preferences. o Waste management requirements to align with the event or venue’s waste plan. o Coordination responsibilities, such as managing equipment setup and overseeing other food and beverage suppliers. o Facilities or accommodations, like tents, are provided to caterers on-site. o A food and beverage schedule was developed collaboratively with the event organizer. o Compliance requirements, including alcohol service regulations, cultural and religious considerations, food safety laws, and allergen labeling. o Payment terms and conditions to define the contract/agreement. Talent – These are also referred to as performers, such as musicians, motivational speakers, or special performances, who play a key role in enhancing the attendee experience at events. They can set the mood, make attendees feel relaxed or energized, and bring life to otherwise dull moments or spaces, like during tea breaks or lunch. Talent adds excitement, fun, and memorable "wow" moments to serious events like conferences, changing the rhythm and flow of the event to make it more engaging. Effective event design requires careful coordination, creativity, and alignment with the event’s objectives and audience needs. By integrating these elements harmoniously, event planners can craft engaging, immersive, and impactful experiences that leave lasting impressions on attendees. Event Logistics (Bowdin et al., 2023) Logistics in event management focuses on planning and managing the movement of people and materials, ensuring all elements of an event are effectively coordinated. Unlike regular operations, the temporary nature of events makes logistics a priority, covering setup, execution, and shutdown. It involves breaking tasks into categories to streamline the process. Unlike business logistics, event logistics operates within a short timeframe, requiring everything to be executed correctly the first time. It also encompasses various essential components that ensure the efficient organization and management of resources, facilities, and customers during events. These components are categorized into the supply of the customer and product portfolio, onsite logistics, and shutdown. 03 Handout 1 *Property of STI Page 3 of 12  TH2405 Supply of the Customer and Product Portfolio The customers of an event are those who pay for or participate in it, including audiences at concerts or festivals, sports spectators, exhibition visitors, conference delegates, sponsors, or corporate clients. They have specific expectations, including logistical considerations, that must be met for the event to succeed. The way an event is promoted significantly influences these expectations. Linking with marketing and promotion – This is crucial in event planning, as marketing determines the audience size, geographical spread, and expectations, directly impacting logistical requirements. For example, a music festival may provide various travel options, including coaches, shuttles, and car parking, to meet attendee needs, and events with large online audiences may prioritize digital accessibility. Effective marketing ensures smooth coordination with logistics to ensure attendee needs will be accommodated. Ticketing – This is also vital for events that rely on entrance fees as their main income. While the printing and pricing of tickets are not typically logistical concerns, their distribution, collection, and security are critical. It involves coordinating various ticketing methods, such as online platforms, mail delivery, and on-site sales, to accommodate attendee needs. Logistics ensures proper handling of funds, particularly for events with physical ticket sales, by implementing secure payment systems and trained staff to manage public entry. For larger events, logistics plays a role in loss prevention by using secure ticketing measures, such as cashless systems or digital ticketing, to minimize risks like fraud and theft. Ultimately, logistics in ticketing ensures a seamless entry process, reducing delays and improving the overall event experience. Queuing – It is often the first experience customers have at an event, whether for tickets, parking, or entry. Inside the event, queues for food, toilets, and seating are common. A key focus is reducing the "perceived waiting time," which impacts customer satisfaction. For example, in the catering industry, a general rule is one food or beverage line per 75–100 people to ensure a smoother experience. Proper planning is essential to manage queues effectively. Customer Transport – It is the impression that sets the tone for the audience's overall experience, making their arrival and departure critical to the logistics plan. The method and timing of arrival— whether by public or private transport—impact the strategy, with "dump" arrivals (all at once) requiring different handling than "trickle" arrivals (spread over time). Parking facilities and traffic control play a key role, as they form both the first and last impressions of the event. Proper transport management is essential for a smooth and positive experience. Accommodation – The accommodation requirements for key participants such as performers, keynote speakers, or competitors are distinct from those of the audience. They must be carefully managed to ensure the event's success. These individuals are essential to the event's value, and their comfort and convenience directly impact their ability to perform or contribute effectively. Providing high-quality accommodation close to the venue can enhance their overall experience, ensuring they are well-rested and focused on their roles. Substandard lodging or accommodation located far from the event site can diminish the participants' energy levels and enthusiasm, potentially reducing the event's quality and return on investment. For example, a performer might feel undervalued if provided with inadequate living arrangements, which could affect their performance or willingness to work with the event organizer in the future. Logistics managers play a vital role in anticipating these requirements, especially since participants may not always communicate their specific needs. It includes considering factors like travel time, quality of accommodation, and any additional amenities that may be required. Thoughtful planning in this area not only ensures the smooth operation of the event but also reinforces the reputation of the event organizers as professionals who value and support their key contributors. 03 Handout 1 *Property of STI Page 4 of 12  TH2405 Onsite Logistics The location of an event can range from a warehouse for a dance party to an underground car park for a Christmas event or a large 50-acre site for a festival. As the size of the event grows, logistics become more complex. Managing the movement of materials and people, along with maintaining effective communication networks, becomes a key focus of onsite logistics. Flow – This includes planning for emergencies and ensuring smooth flow for activities such as clear paths for performers, staff, and attendees to move without obstruction, properly managing the movement and placement of equipment to avoid disrupting other event activities, waste removal to ensure cleanliness and minimize environmental impact, and emergency services to provide quick access to medical and safety resources if needed. To ensure everything runs efficiently during the event, focusing on these areas and proper coordination, including careful timing, is critical for a smoother operation. Communication – This involves having clear communication channels that must be established to ensure timely information flow to stakeholders like suppliers, attendees, and staff. Tools such as electronic noticeboards, SMS, social media updates, and public address systems can be used to keep attendees informed. Staff and volunteers can communicate via mobile phones, messaging apps, radios, or dedicated platforms like Zoom or Microsoft Teams. Additionally, contingency plans should be in place to handle communication failures, such as mobile network outages, ensuring seamless information sharing throughout the event. Signage – This is essential for guiding attendees and sharing information effectively during events. A well-planned signage system includes proper placement at decision points, entrances, and danger areas, as well as clear types such as directional, legal, operational, and sponsor signage. Signs should use accessible designs with clear visuals, contrasts, and consistent formats while ensuring they face the correct direction and are easy to understand. Language requirements should cater to the audience, and signs must be maintained or updated as needed, particularly for digital displays. Program - A program is one of the most effective tools for communicating essential information to the audience, spectators, or visitors at an event. A well-designed program typically includes key information such as the schedule of activities, venue layout, speaker or performer details, safety instructions, and additional resources like contact numbers or emergency procedures. For instance, for a corporate conference, the program could detail session times, speaker bios, networking opportunities, and a QR (quick response) code linking to an event app for real-time updates. A clear and comprehensive program helps attendees make the most of their experience while reducing confusion and enhancing event organization. Amenities and Solid Waste Management – For large festivals, events, and exhibitions, the layout of amenities is an essential part of the logistics site map, ensuring they are planned from a customer perspective. This includes areas like restrooms, food stalls, and waste management zones. The site map helps event managers organize maintenance and cleaning schedules for these facilities. In smaller events, managing amenities and waste may be the responsibility of the venue management as part of the hiring agreement. Proper planning ensures a clean and efficient event environment. Event Day Operations and Execution The event day is the most dynamic and crucial phase of the entire event management process. This stage involves real-time coordination and logistics execution, ensuring that all planned activities unfold smoothly. The success of an event largely depends on how well the event day operations are managed. Pre-Event Final Checks and Setup – Before the event begins, final preparations must be completed to ensure smooth execution. The venue setup includes staging, audiovisual testing, seating 03 Handout 1 *Property of STI Page 5 of 12  TH2405 arrangements, signage placement, and catering readiness. Power sources, internet connections, and backup equipment must be checked to prevent technical issues. Staff and volunteers should receive a final briefing on their roles, communication protocols, and emergency procedures. Guest registration and entry management must be streamlined with efficient check-in systems, security screening, and crowd control measures. These final checks help create a well-organized event, minimizing disruptions and ensuring a seamless experience for attendees. Live Event Execution – During live event execution, real-time coordination and problem-solving are essential to ensure smooth operations. Crowd management involves guiding attendees, preventing congestion, and maintaining security in key areas. Performances, speeches, and activities must follow the event schedule while technical teams monitor audiovisual systems to avoid disruptions. Food and beverage services should run efficiently, with proper queue management and adherence to safety standards. Social media engagement and live coverage help enhance audience interaction while security teams handle any potential risks or emergencies. By maintaining constant communication and adapting to unexpected challenges, organizers can ensure a seamless and engaging event experience for all attendees. Executing an event successfully requires precision, adaptability, and proactive problem-solving. A well-trained team, real-time monitoring, and strong contingency planning ensure a seamless and memorable experience for attendees. By following structured event-day operations, organizers can minimize disruptions, enhance guest satisfaction, and achieve event success. Shutdown The shutdown phase of an event involves dismantling equipment, removing materials, and returning the venue to its original state. This process requires significant time and effort, especially for large or multi-venue events. Repeated events often refine their shutdown processes to make them quicker and more efficient. Shutdown planning is crucial and should include detailed schedules, task responsibilities, and risk analysis, forming part of the overall event project plan. Effective management ensures a smooth transition from event completion to closure, minimizing delays and disruptions. Legal Considerations in Event Planning (Bowdin et al., 2023) The law significantly impacts planning and management, affecting almost every aspect of preparing and hosting an event. Events are managed by legal entities, requiring multiple contracts between owners, organizers, and stakeholders. These contracts are legally binding. Intellectual property rights held by event owners and stakeholders, like sponsors and performers, must also be acknowledged and protected. Additionally, event promotions must comply with consumer protection laws to avoid infringing on these rights. Legal Structures for Event Ownership and Management All events legally have an owner and an organizer, which may or may not be the same person or company. For instance, an industry association might hold an annual conference and hire a different event management firm each year to handle it. On the other hand, some events, like a privately organized music festival, are owned and managed by the same organization. In either case, legal entities must be established to manage and conduct the event properly. There are four (4) main types of legal entities to choose from when planning or managing an event, each with unique features and responsibilities. A sole trader, for instance, is run by one person who is fully responsible for debts, such as a freelance event planner organizing a small local fair. A partnership involves two (2) or more individuals sharing responsibility, like two (2) friends co-hosting a charity concert. A company is a separate legal entity with limited liability, ideal for larger-scale events, such as a corporate-organized music festival. Lastly, an association is typically used by non-profits. For example, a local sports club is arranging a 03 Handout 1 *Property of STI Page 6 of 12  TH2405 community sports day. Unincorporated associations, like informal hobby groups, carry unlimited liability, while incorporated ones, like registered charities, offer limited liability. Choosing the right structure depends on factors such as event type, size, and liability concerns. Contracts Contracts are essential for managing any business or event, as they are legally enforceable agreements between two (2) or more parties. These agreements can be written or verbal, though certain contracts, like those involving land, must always be written and signed. Nearly every aspect of an event consists of a contract. For example, event organizers sign agreements with performers (talent contracts), caterers (food and beverage supply), and venue owners (venue hire agreements). Additionally, there are contracts for ticket sales, sponsorship deals, marketing services, broadcasting rights, security, and risk management. For instance, a concert organizer might contract a security company to ensure safety and a marketing agency to promote the event, outlining all terms and responsibilities clearly in writing. Contracts protect all parties involved and ensure smooth operations. Intellectual Property (IP) IP is a key aspect of event management, covering areas like copyrights, trademarks, confidential information, and business names. Copyright protects original works such as logos, event posters, music, and promotional videos. For example, a music festival must secure copyright permissions to use songs performed during the event. Trademarks protect unique symbols, names, or phrases associated with a brand or event, like the logo of a major sports event or the name of a food festival. Confidential information includes proprietary details like an event’s marketing strategy, budget plans, or vendor agreements, which must be safeguarded to maintain a competitive edge. Lastly, business names are critical identifiers of an event or organization, requiring proper registration to prevent others from using a similar name and confusing it. Managing these IP elements ensures legal protection and smooth event operations. Consumer Protection Consumer protection ensures that customers are treated fairly and that their rights are safeguarded from misleading or deceptive practices. For example, if an event is advertised as “all-inclusive,” the organizer must clearly define what is included, such as food, drinks, or access to specific activities, to avoid misleading attendees. Similarly, promoting an event as "the best festival ever" is acceptable as puffery (a harmless exaggeration), but claiming it features specific artists who are not performing would be considered misleading. These regulations ensure transparency and fairness, helping consumers make informed decisions while holding marketers accountable for truthful representation. In the Philippines, consumer protection is guided by Republic Act No. 7394, also known as the Consumer Act of the Philippines. This Act safeguards consumers against unfair and deceptive practices, including those in event marketing. The