Unit 1: The Structure and Operation of the Meetings, Incentives, Conferences, and Events (MICE) Industry PDF

 Unit 1: The Structure and Operation of the Meetings, Incentives, Coferences, and Events (MICE) Industry THM 100 WHAT IS AN EVENT? “A special event is a one time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing...

 Unit 1: The Structure and Operation of the Meetings, Incentives, Coferences, and Events (MICE) Industry THM 100 WHAT IS AN EVENT? “A special event is a one time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body”. “To the customer or guest, a special event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience” Events are planned, and are always planned to be special. - Donald Getz EVENTS & EVENT MANAGEMENT An event is commonly understood as an occurrence; something that happens. “ a unique moment in time celebrated with ceremony and ritual to satisfy specific needs” - Joe Goldblatt “Every human society celebrates with ceremony and ritual its joys, sorrows and triumphs” -Victor Turner, Anthropologist In sum, events are unique happenings that bring people together for a purpose. ECONOMIC SIGNIFICANCE OF EVENTS Tourism is a powerful economic force that brings in investment, creates jobs and generates foreign exchange. To analyze the impact of tourism, a multiplier is used as the basis for results. CHARACTERISTICS OF EVENTS Wagen and White (2018)  Are unique occurrences that do not happen very often  Have a limited duration (happening within hours or days at the most)  Happen with a live audience in attendance  Require one or more groups to plan and organize  Are staged for a purpose  They are often “once in a life time” experiences for the participants  They are generally expensive to stage  They require long and careful planning EVENT MANAGEMENT  Is the application of project management to the creation and development of festivals, events and conferences.  A function requiring public assembly for the purpose of celebration, education, marketing and reunion.  The process that includes research, design, planning, coordinating and evaluation of events.  Goldbatt, 2001 EVENT MANAGEMENT involves:  Studying the intricacies of the brand Identifying the target audience Devising the event concept Planning the logistics and coordinating the technical aspects Executing the modalities of the proposed event. Post-event analysis and ensuring a return of investment. Field of Specialization Event Management has evolved to become the profession that plans and creates occurrences that purposely bring people together. Activity 1: Fill in the cells with what you will need when you organize an event.  Tourism has truly emerged as one of the Philippines’ “feel-good” industries as it continues to have a significant impact on both the public and private sectors. The big impact of Meetings, Incentives, Conferences, Exhibitions / Events (MICE) on the country’s over-all tourism industry is noteworthy. Taking charge of facilitating MICE events, the Department of Tourism (DOT) and Tourism Promotions Board (TPB) have had its fair share of cooperating and working with industry partners. Manila is known to have pioneered Asia’s MICE industry with the establishment of the Philippine International Convention Center (PICC), setting the trend for neighboring countries to build their own. The SMX Convention Center is also another world-class facility for international exhibitions, local trade events, conventions and corporate functions. Its proximity to the SM Mall of Asia integrates business with recreation, shopping and entertainment.  The World Trade Center (WTC) is also a perfect and convenient place for conventions and exhibitions. Manila takes center stage with a distinct combination of character, professionalism, history and style with an array of tourist spots and recreational activities.  EVENT CLASSIFICATIONS Events can be classified according to… 1. Purpose for the gathering 2. Number of people involved 3. Frequency 4. Magnitude of impact According to Purpose: The C’s of Events CELEBRATE Life-cycle events Religious Rituals Commemorative Ceremonies Socio-civic events According to Purpose: The C’s of Events COMMUNE To strengthen bonds of friendship and restore relationships Reunions Hallmark events According to Purpose: The C’s of Events CONVENE To share and pass on knowledge among peers and colleagues. Meetings, Conferences, Conventions According to Purpose: The C’s of Events COMMERCE To market and promote product offerings. Product launches Exhibits Trade shows Product demonstration  According to the Number of Participants Events may be classified according to the number of participants expected. It range from limited Board meetings to wide- scale conventions with thousands of delegates. According to Frequency Once ever event Monthly Quarterly Semestral Annual  According to Magnitude of Impact It is common for events to leave an imprint in the minds of the people who attend the event. Events may have long-lasting and far-reaching effect. BUSINESS EVENTS MEETING An assembly of individuals gathered to discuss items of material interest, or engage in professional development thru learning activities. CONVENTION A general and formal meeting of a legislative body or social group to provide information of a particular situation. Usually of limited duration and set objectives, but determined frequency. SEMINAR A lecture, presentation and discussion under the guidance of an expert discussion leader allowing participants to share experiences in a particular field. EXHIBIT The display of materials and products housed in a booth or stand. EXHIBITION A display for public view of products or promotional materials for the purpose of PR, Sales, or Marketing. Also known as exposition or trade show.  PUBLIC or CONSUMER SHOW  Exhibition that is usually open to the public, usually requiring an entrance fee. TYPES OF EXHIBITIO NS  TRADE SHOWS provide several TYPES OF advantages to exhibitors and sponsors. It provides participants with EXHIBITIO opportunities to: NS  Initiate contacts with new customers  Develop new trade leads  Maintain and renew contracts with valued clients  Launch new products and services thru live presentations and demonstrations  Enhance corporate profile and image TYPES OF COMBINED EXHIBITS EXHIBITIO  These are exhibits that are open NS to the trade for the first couple of days. Two major categories are the exposition and the fair. EXHIBIT CATEGORIES  Exhibitions can also be classified by industry, date, host country and by organizer. Two major categories are the exposition and the fair. FAIR A public celebration that includes commercial and civic activities. FESTIVAL A public celebration that conveys, thru kaleidoscope of activities, certain meanings to participants and spectators.  PARADE A moving pageant including floats, bands, individual entertainers, and dignitaries. CONFERENCE An assembly of large number of individuals to discuss items of mutual interest, or engage in professional development through learning. May include fact- finding, problem- solving, and consultation. CONGRESS A scheduled, periodic meeting of delegates or representatives of interested group to discuss a subject. The European term for convention. EVENT MARKETING The process that integrates a range of marketing elements and a central event sponsorship or lifestyle-themed activity. It incorporates advertising, sales promotion, and others with a specific event. Get in Touch WithusUs Send a message or visit us City of Batac, Ilocos Norte, Philippines (63) 77-600-0459 [email protected] Follow us for updates facebook.com/MMSUofficial www.mmsu.edu.ph