Managing Events from Start to Finish

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS
MANAGEMENT
YOUR ROLE AS A MANAGER OF EVENT

INTRODUCTION
In every organization, a leader is important in order to facilitate the objectives of

the team towards its success. A bus should have a driver, to bring its passengers to their
respective destinations. An airline should have a pilot so that tourists or travelers are
safe in going to their chosen arrival area. In tourism, travelers should have a tour guide
who will facilitate their tour and give information that will be of benefit to them.
Similarly, an event needs to have you as a manager, in order to envision, execute, and
evaluate it and serves as a benchmark in the upcoming event. This lesson will deal on
your role as a manager of event.
Lesson Preparation/ Review/Preview

Click the link to watch a video presentation. You have to list down at least three
roles of an event manager.
Follow-Up Questions:
1. What are the roles of an event manager you have listed?
2. How do you find the life of an event manager?
Concept Notes Presentation
THE EVENT MANAGER
If you are an event manager, you are at the helm of every event. You need to
bring together the talents of the event team, put together the different elements of
events to come up with an exciting and enjoyable experience, and make sure that these
elements and the talents are working harmoniously ensuring one direction being
attained towards event success.
The following are the usual tasks of an event manager:
1. Information Gathering
- As event manager, you are responsible for information gathering. This means that
aside from your people, you alone have to create a list of contacts that may be needed
in the future for event organization services.
- If you or your staff has confirmed a particular event, it is important that you gather
information about how the event will look like, how many are attending, what is the
INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

motif, where is the venue, what menu and type of foodservice do they want, any
special arrangement or requests, and the likes. As a manager, it is significant that you
know all about this because your concept will depend on these.
- It is also advisable that you are updated in the industry in order to give suggestions to
a client should he or she needs one. This may be a sort of suggestive selling since
you are adding services or suggesting maybe a more expensive service but this
shows that you are an expert in event planning because you know about how it
should happen than never saying anything at all that may create an impact that you
are not an experienced one.
2. Concept Development
- Once you have the details about what is going to happen, you will now go to
developing the concept. A lot of elements need to be considered in developing the
concept of an event as mentioned above.
3. Planning
- The plan will be based on the concept made and the information gathered. It is
important to have a contingency plan, meaning, plan for the best things to happen but
do not forget to anticipate the worst things to be encountered. This should have a
remedy when it arises. Remember, during the event, “sorry” will never be a good
reason when things went wrong. As tourism and hospitality professionals, we are
trained in dealing with such a problem.
4. Coordinating
- This is like putting flesh into the plan map to get it into action. All the different tasks
must be coordinated well to the team to ensure that everybody has the task to
focus on, thus, ensuring a well-organized event.
- When an execution is already in place, the manager now becomes the overall in-
charge of the event. He or she sees to it that everything is under control and that
everybody is attended to with good customer service.
5. Evaluating
- This is one way of controlling everything that has a vital role in contributing success
of an event. This would help him in knowing if the initially set out plan was met and
that only the best service was carried about.
- Should there be lapses (which in most cases occur, but must not be a big one), it
should be noted and served as a lesson so as not to let it happen in future events.
With these tasks, a manager must have the skills needed for a successful
execution of event that will eventually allow the participants to get something
meaningful from it.

MANAGING EVENT TEAM
▪ Simple and yet, in some cases, this is overlooked. No matter how good we are as
manager of an event if we don’t know how to assess the needs of our team, expect
that their performance will not be that good.
▪ To avoid such inconvenience on performance, vital in meeting, if not exceeding
client’s expectation, we will discuss those things that a manager must be able to do
for effective team management.
These are the following:
1. You must know your team

- As a manager, make sure that you know the names, faces and job profile of your
team members.
- More than that, you must have good knowledge of their personality and
lifestyles.
- Do not forget their likes, dislikes, family background, status, educational
qualification, knowledge level, customs, religion and especially their needs and
wants.
- Understand that every person has different needs and different priority to fulfill
them. You must be able to determine the needs of your team members and fulfill
them in order to get optimum results from them.
2. Satisfy their physiological needs

- You must be ale to satisfy the need to have food, water, shelter and other things
necessary for survival as these will affect their performance. Your team members
feel that they are regarded as important if these needs are met.
- It may cause discomfort, sickness and pain if these needs are not fulfilled. So, you
need to make sure that all the physiological needs of your team are met from
time to time.
3. Make sure to fulfill their safety needs

- In an event, even during the concept development up to the post event activities,
the need to be safe from physical and psychological harm must also be regarded.
Ensure their safety especially the ladies.
- One way to protect your team from psychological harm is by making it sure that
there are no internal conflicts (like ego clashes, altercations, conflict of interest,
etc.) among the team members. Should there be conflicts, resolve them
immediately and judiciously.
4. Make sure that they belong within the group

- This means that you make them feel that they are important in the team, in other
words a sense of belonging and acceptance. There must be a cordial relationship
between you and the team and among the team members in order to achieve
this.
5. Make sure to recognize your team

- Respect, recognition, fame and status esteem needs that you as a manager must
be able to fulfill with. One way to do this is by recognizing the effort they exerted
in a particular event by means of uttering words of encouragement like “very
good”, “good job”, “keep it up”, and others or just by merely tapping their
shoulders. It will motivate them surely and will reflect on their performance.
6. Give back to their efforts

- After the event, thank your team. You may even think of gathering them for a
dinner or party especially when the event was successful. This simple thing will
make them fully motivated to join you in the next projects.
❖ Once you fulfill all of these, you will have an effective team based on the experiences
of people who have shared their knowledge on managing people from the event
industry.
IDENTIFYING THE PLAYERS IN EVENT MANAGEMENT
The Client
- Either a group of people or an individual who have asked for your service in
managing their event.
- They can also be called as hosts who are responsible for that particular event.
Event Management Team/Planner
- If you are part of it, then you are responsible in attaining the expectations of your
client. You will be tasked to manage the overall aspects of the event (or some
aspects depending on the needs of the client).
Guests
- Refers to the people who are invited to attend in that event. Since they are
invited, it is important that they are treated as your client because the overall
impact of what you have done will be experienced by them.
Event Committee
- These are the people who are assigned by the client to be the one to talk to for
the event itself (in case he or she has assigned one) who are involved also in the
planning and execution.
- This may also include your own team as they will be working together to ensure
that everything is to be carried out according to their client’s expectation.
Financer
- Refers to the money man or the person who foots the bill. Meaning, he is the one
financing for this event so he may or may not be included in the planning and
execution phase of the event. However, this person will make sure that he gets a
reasonable return out of his investment.
- (Note that a financer may not be needed should the event manager (you, as the
planner) has the financial capacity to run that event).
Suppliers
- They are the event manager’s contacts or partners in delivering quality event
execution. As their role is vital, an event manager must be able to build good
relationship to ensure a successful event.

Other Entities
- Refers to the other group or group of people who are external to the host and the
event manager who has/have the personal, financial, political, or social interest
on that event. Examples of this are the media, community, government, and
corporate shareholders to mention a few.
❖ Those these players may not be common in all events, it is important that we know
as managers how to deal with them properly and effectively. All of them have
something in common, they want a successful and memorable event as their
reputations lies within it. It is therefore important for a manager to strike a balance
within this as not all of them define success similarly.
KNOWING THE INDUSTRY AND COMPETITORS
- Another role that you as a manager must play is being updated with what is
happening in the industry, knowing its trends, and taking advantage of the new
technologies that could enhance more your knowledge.
- Keeping abreast with the legislative changes will help you in your decision-
making moment as well as monitoring the consumer trends. It is vital for you to
be updated because the consumers are always looking for something new,
something that is in, and something that fits their needs and wants.
- Similarly, it is important that you are aware of what your competitors offer and
evaluate them so that it can be used as your reference in the future.
Simple ways of keeping abreast of the industry and your competitors are the following:
▪ Networking with friends and colleagues

▪ Observing events
▪ Attending seminars and workshops
▪ Upgrading qualifications
▪ Watching events management-related shows
▪ Watching food and beverage shows
▪ Joining industry-relevant organizations
▪ Reading magazines and newspapers
▪ Surfing the net for related articles
REVIEWING ETHICAL CONCERNS AND ISSUES
- It is important that a manager understands the code of ethics in doing such thing,
event management. The presence of it is vital for enhancing your reputation and
those who are involved.
- What are those simple issues that we have to look into and worth thinking of?
These are the following:
▪ Asking for gifts or kickbacks
▪ Disclosing confidential information of clients
▪ Overbooking
▪ Overpricing
▪ Subcontracting

Principles of Professional Conduct and Ethics of the International
Special Event Society (ISES)
• Promote and encourage the highest level of ethics within the profession of the
special events industry while maintaining the highest standards of professional
conduct.
• Strive for excellence in all aspects of our profession by performing consistently
at or above acceptable industry standards.
• Use only legal and ethical means in all industry negotiations and activities.
• Protect the public against fraud and unfair practices, and promote all practices
which bring respect and credit to the profession.
• Provide truthful and accurate information with respect to the performance of
duties. Use a written contract clearly stating all charges, services, products,
performance expectations and other essential information.
• Maintain industry accepted standards of safety and sanitation.
• Maintain adequate and appropriate insurance coverage for all business activities.
• Commit to increase professional growth and knowledge, to attend educational
programs and to personally contribute expertise to meetings and journals.
• Strive to cooperate with colleagues, suppliers, employees, employers and all
persons supervised, in order to provide the highest quality service at every level.
KNOWING HOW TO CREATE A CHECKLIST FOR AN EVENT
➢ It is important that you know how to make a checklist for a particular event. This
checklist will help you not to forget a single detail that may be of significant for the
event execution.
➢ The following is an example of event planning checklist (adapted from
www.thegreatevent.com). You can make it as a model when planning an event.
Event Planning Checklist

6 to 12 Months Ahead
Yes / NO
______ ______ Decide event purpose (raise funds, visibility, celebration, etc.)
______ ______ Choose a theme
______ ______ Visit potential sites
______ ______ Research/appoint an event coordinator/manager
Research/select
______ ______ committees/chairpersons
______ ______ Chairperson forms subcommittees
______ ______ Get cost estimates (site rental, food, drinks, sound/lights, etc.)
______ ______ Get recommendations for entertainment; hold auditions
______ ______ Get bids for entertainment
______ ______ Get bids for decorations
______ ______ Get bids for design/printing

______ ______ Get bds for other major items
______ ______ Finance committee drafts initial budget
______ ______ Decide on admission cost
______ ______ Create sponsorship amounts/levels
______ ______ List items to be underwritten and possible sources
______ ______ Research/approach honorees
Compile mailing list
______ ______ (individuals/businesses)
Check proposed date for potential conflicts, finalize date in
______ ______ writing
______ ______ Get written contracts for site, entertainment, etc.
______ ______ Develop alternative site (if event is outdoors)
Consider pre-party event for publicity or
______ ______ underwriting
Invite/confirm
______ ______ VIPs
Pick graphic artist; begin invitation
______ ______ design
______ ______ Create logo for event with graphic artist
______ ______ Order hold-the-date cards or other event announcements
______ ______ Set marketing/public relations schedule
Develop press release and calendar
______ ______ listings
______ ______ Select photographer; arrange for photos of VIPs, chairmen, honorees
______ ______ Get biographical information on VIPs, celebrities, honorees, chairmen
Investigate need for special permits, licenses, insurance, etc. 3 to 6
______ ______ Months
______ ______ Begin monthly committee meeting
Write/send requests for funding or underwriting to major donors,
______ ______ corporations, sponsors
______ ______ Request logos from corporate sponsors for printing
______ ______ Review with graphic artist invitations, programs, posters, etc.
Prepare final copy for invitations, return card,
______ ______ posters
______ ______ Prepare final copy for tickets
______ ______ Complete mailing lists for invitations
______ ______ Oder invitations, posters, tickets, etc.
Sign contract with entertainment
______ ______ company
______ ______ Make list of locations for posters
______ ______ Finalize mailing lists; begin soliciting corporations and major donors
______ ______ Obtain lists from honorees, VIPs
Obtain radio/TV sponsors, pubic service announcements,
______ ______ promos
______ ______ Set menu with caterer for food and beverages
______ ______ Secure permits and insurance
Get written confirmation of celebrity participants/special
______ ______ needs
______ ______ Finalize audio/visual contract
Select /order
______ ______ trophies/awards

2 Months
Ahead
Hold underwriting or preview party to coincide with mailing of invitations;

______ ______ invite media
Assemble/ address invitations (with personal notes when
______ ______ possible)
______ ______ Mail invitations
Distribute
______ ______ posters
Finalize transportation/hotel accommodations for staff, VIPs,
______ ______ honorees
Obtain contracts for decorations and rental
______ ______ items
______ ______ Confirm TV/radio participation
______ ______ Release press announcement about celebrities, VIPs, honorees
______ ______ Follow up to confirm sponsorships and underwriting
Obtain logos from corporate sponsors for program
______ ______ printing
______ ______ Review needs for signs at registration, directional, etc.
All major chairpersons to finalize
______ ______ plans
Hold walk-through of event with responsible committees, chairperson and
______ ______ responsible
site staff/members at event site
______ ______ Review and finalize budget, task sheets and tentative timeline
Start phone follow-up for table sponsors (corporate, VIP,
______ ______ committee)
1 Week Before
Meet with all committees for last-minute

______ ______ details
______ ______ Finish phone follow-ups
Confirm number
______ ______ attending
______ ______ Finish seating/table arrangements
Hold training session with volunteers; finalize
______ ______ assignments
Secure two or three volunteers to assist with
______ ______ emergencies
______ ______ Finalize registration staff
______ ______ Distribute seating chart, assignments to

hosts/hostesses
______ ______ Schedule pickup or delivery of any rented or loaned equipment
Double-check arrival time and delivery times with
______ ______ vendors
______ ______ Reconfirm event site, hotel, transportation
Deliver final scripts/ timelines to all program
______ ______ participants
______ ______ Finalize catering quarantee, refreshments
______ ______ Confirm number of volunteers
______ ______ Make follow-up calls to new media for advance and event coverage
______ ______ Distribute additional fliers
Final walk-through with all
______ ______ personnel
______ ______ Schedule rehearsals
Schedule volunteer assignments for day of
______ ______ event
______ ______ Establish amount of petty cash needed for tips and emergencies
______ ______ Write checks for payments to be made for the day of the event
Day Before Event
Lay out all clothes that you will need the day of the
______ ______ event
______ ______ Recheck all equipment and supplies to be brought to the event
______ ______ Have petty cash and vendor checks prepared
Event Day
______ ______ Arrive early (with your change of clothes)

______ ______ Unpack equipment, supplies and make sure nothing is missing
______ ______ Be sure all VIPs are in place and have scripts
______ ______ Reconfirm refreshments/meal schedule for volunteers
______ ______ Go over all the final details with caterer and setup staff
Check with volunteers to make sure all tasks are
______ ______ covered
______ ______ Setup registration area
Check sound/light equipment and staging before
______ ______ rehearsal
Hold final
______ ______ rehearsal

Guided Practice I
Answer each question by putting X in the line provided whether YES or NO.
YES
NO
1. Clients can also be called as host. _____
_____
2. Asking for gifts or kickbacks is tolerated in the event industry. _____
_____
3. Guests are important and should be treated as your client. _____
_____
4. Scolding your team in front of the clients and guests should be
exercised especially when they commit mistake. _____
_____
5. It is important to gather first-hand information from the client. _____
_____
6. Evaluating is one way of controlling everything that has vital
role in contributing success of an event. _____
_____
7. Event managers are at the helm of every event. _____
_____
8. Managers must be updated with the latest trends in the industry. _____
_____
Performance Test II
Modified True or False: Write the word TRUE if the statement is correct. Otherwise,
change the underlined word/s to make the statement correct.
________ 1. Bidders refer to the people who are invited to attend a particular event.
________ 2. Other entities are group of people who are external to the host and the event
manager who has/have the personal, financial, political, or social
interest on a particular event which may include the media,
community, government, and corporate shareholders to mention a
few.
________ 3. In every organization, a leader is important in order to facilitate the objectives
of the team towards its success.
________ 4. Observing events will help you become more equipped in the challenges the
event industry has to offer.
________ 5. Supplier is the money man or the person who foots the bill for an event.
________ 6. Overbooking events will help you become more equipped in the challenges
the event industry has to offer.
________ 7. Financers are the event manager’s contacts or partners in delivering quality
event execution.
________ 8. Event team is either a group of people or an individual who have asked for
your service
in managing their event.

III. Essay: Read each question below carefully and answer comprehensively. Your
answer will be graded base on the following rubrics.
Rubrics for the Essay Part
Features 4 3 2 1
Expert Accomplished Capable Beginner

Quality ofPiece was written in Piece was written in an Piece had little style Piece had no style
Writing an extraordinary interesting style
style Gives some new Gives no new
Somewhat informative information but information and very
Very informative and organized poorly organized poorly organized
and well-organized
Grammar, Virtually no spelling, Few spelling and A number of So many spelling,
Usage & punctuation or punctuation errors, spelling, punctuation and
Mechanics grammatical errors minor grammatical punctuation or grammatical errors that
errors grammatical errors it interferes with the
meaning
1. Identify and explain your role as event manager.

2. In your own point of view, how will you manage event team efficiently?
3. Discuss the ethical issues and concerns in events management.

GETTING STARTED: ON GATHERING INFORMATION
INTRODUCTION
Now that you know the fundamentals of event management as an industry, you
know the industry players, your roles as a manager, and ethical concerns in executing
events, we’ll move on to the first thing that we need to do, assuming that we already
have the client, the gathering of data pertinent to the occasion. This chapter will enable
us to learn how to gather information from the client and will therefore train us on the
basic skills that we need to have: communication.
Where and from whom can you get the right information for
an event?
WHERE TO GET THE RIGHT INFORMATION

Because we already have a client (as we have assumed), the next step is to get
the information so that it will be turned into a concept. The question is, where are we
going to get the right information? Or would it be right to say, from whom we are going
to get the right information? Translating that, the most important is, we have the right
and exact information, from the right sources.
▪ The Client – the client is the right person to talk to about an event. He or she exactly
knows what he/she needs from you.
▪ Event Committee – as we have learned from the previous chapters, one of the
players in the event chapters, one of the players in the event management is the
event committee. Should the client created a committee, they are also key people to
be asked on how the event would look like.

❖ All you need to do is to set-up a meeting with any of them as instructed to ask the
necessary questions for you to develop the concept of the event.
WHAT TO KNOW FROM THE PROSPECT

Before going into the set time for your meeting with the prospect, make sure that you
are ready with questions written in a clean paper for you to write their responses. One
way also to ensure that everything was carefully recorded is by bringing with you a
voice recorder. But the question here is, what are those questions that we need to ask
that will ensure all the details will be covered? To remember them, use the 5W’s and H
questions.
The following will guide you in what to ask from the prospects:
1. The WHY question
- first thing that you need to know is why is it that the client wants to hold a
particular event? Get the main objective and reasons for holding such event, In
this way, you would be able to conceptualize something that will fit to the
objectives of the event.
2. The WHO question

- next is to know the invited guests or the attendees. They are the most important
people in the event, so make sure that you get to know them.
- For some clients, there is no definite number yet of attendees known. This is not
a problem; wait until such confirmation is done. Know the profiles of the
attendees.
- It can also affect on the concept the event that you are going to develop. Know
who they are, what they do, and other important details that will help you decide
on the overall concept of the event.
-
3. The WHAT question
- after knowing that participants of the event, it would be significant to ask what
the attendees will need, what are their expectations, what can delight them, what
can satisfy them, and what do they want from our services.
4. The WHEN question
- once you know what the attendees will need that could delight them, we need to
know when the event will happen. The time and date are very important details
that we need to know because it will allow us to evaluate if the number of days
or months prior to the event proper will be feasible for your preparation. Be
realistic. Never say you can when it is impossible to achieve.
- Events of various types have timeframe of preparation. Unless you want to
compromise the quality of the output, an event can be planned in just a week
(except if it is just a simple meeting). But this is not the case; we need to satisfy
our clients. Should the date given is not feasible; ask if you can move it. State
your reasons. However, make sure not to ask if a date can be moved if we are
talking here about wedding anniversary and birthday celebrations.

5. The WHERE question
- Once the date and time is confirmed, ask for the venue of the event if they have in
their mind. However, once you know everything about the occasion, you will be
able to identify where this should be celebrated. Just go back on the information
gathered and consider suggesting a venue should you think their preferred
location is not matching to the purpose of the event and profile of their invited
guests.
6. The HOW question
- this will allow you to know how much time is needed to stage an event.
- This is also the time to verify from the host on how much he would be willing to
spend for this event. Be polite when asking about this. This is normal; we can
only work around with our concept when we know how much is budgeted for
this. Know if they want to earn on this event (except of course for birthdays,
weddings, and the likes).
- For conventions attended by the different professionals around the country, they
can consider earning from various sources such as sponsorship, advertising fees,
merchandise sales, supplier discounts, donations and even on ticket sales.
- Aside from these revenue sources, it is also important that the possible expenses
be discussed with the client. Some of these are accommodation, overall ambiance
of the area, site rental, signage, speakers’ fee and honoraria and many others.
-
WHAT OTHER INFORMATION TO ASK

Aside from the questions asked, it is also helpful to ask for the history (should
there be) of the event to be executed. You can benchmark on this especially on the
negative comments from the clients to ensure that it won’t happen again. Meet if not
exceed expectation on the positive comments. Again, we have to remember that what
we are going to execute should satisfy the expectations of the people involved in an
event.
DEALING WITH EVENT OBJECTIVES

Now that we have the information, we need to conceptualize the event, we need to deal
with the objectives of having this event incorporating the expectations of the client. An
event objective should be SMARTER (Salvador, 2009, pages 40-41):
▪ Specific – the objectives of the event must be clear, concrete and well-defined with
an obvious outcome and its effect. It should be able to answer the questions such as
how the people involved would feel or react after the event and how the feeling and
reaction would affect to them as a result of their attendance to that event.
▪ Measurable – the objectives should be measurable the objectives should be
measurable as it is on this way that it can be evaluated. Using of parameters that on
this way that it can be evaluated. Using of parameters that can be used in measuring
performance in concrete terms will be best for it. Examples of this are attendance,
sales income, sales volume, ticket sales, recorded feedback, and audience size among

others. As mentioned in the previous discussions, history of the event can be used as
a benchmark for the present event; similarly, the history can be measured by
comparing the results of the two.
▪ Attainable – the objectives must also be attainable. This means that whatever you
want to be achieved in this event should be possible to achieve so that stakeholders
will be motivated on it. There is no use of objectives that are impossible to be
attained, so as a manager, be sure that everything is attainable.
▪ Realistic – objectives must also be realistic. Realistic is the same manner that is
attainable, using the resources available such as the manpower, the time, and the
money.
▪ Time-bound – there should be a specific time as to when the objectives should be
attained. This is another measure for performance that can happen either in during
the event, immediately after the event, or even after how many days the event was
executed.
▪ Exciting – for the event team to be fully motivated to attain all the objectives, it must
be exciting. There should be an indicator that the difficulty in putting all the
elements of the event plan is overcome by the excitement of the team.
▪ Responsible – the objectives must not be centered on earning profits only. They
should be responsible to the objectives, the next thing to do is to draft your vision
for the event, This should define what kind of event you want to be executed based
on objectives set and taking into consideration the data gathered by the interview
questions.
Guided Practice
Suppose a client is seeking for your expertise in her upcoming wedding. List down
possible questions you need to ask that will ensure all the details will be covered.
Performance Test
A.
ESSAY: Objective of an event shall be SMARTER. Discuss what this acronym refers. Your answer
will be checked based on the following rubrics:
Very Good Good Poor

(5 points) (3 points) (0 points)
Completely enumerated the Completely enumerated the No answer was given or, the
objectives with clear objectives with explanations objectives were listed but
explanation, free from but are not sufficient to there is no explanation given.
grammatical and support the answer to the
typographical errors. question

B.
CASE STUDY
STUDENT RAVE PARTY
A group of University students decided to hold a rave party in the mountains in December and
advertised it on the internet. Three bands attended the three-day party and there was 24-hour
music. One young girl described it as living hell, although why she stayed is unfathomable. The
dance are was in a valley and to get a drink of water you had to climb a steep hill. Even then, the
water was dirty and brown. The toilets were so far away that nobody bothered to use them. The
music pounded all night and the floor vibrated so you couldn’t sleep. My friend was unwell and
there was no medical help. The organizers didn’t have a clue. They just wanted to make a fast
buck.
Questions
1. What are some of the things that could go wrong or have gone wrong at similar event?
2. Do you think if the organizers were able to deal with the event objective SMARTER, things
would have
different? Why?
3. List three ways in which the event could have been improved.
RUBRICS FOR CASE STUDY
Features 4 3 2 1

Quality of
Piece was written in Piece was written in an Piece had little style Piece had no style
and well-organized
meaning

THE CONCEPT OF THE EVENT
INTRODUCTION
Now that you know the fundamentals of the event management as an industry,
you know the industry players, your roles as manager, the ethical concerns in executing
events, setting up of the objectives, and drafting of the vision, we’ll move on to the
development, evaluation, and design of its concept. This chapter will enable us to learn
how to conceptualize as event based on the information we gathered from our
prospective clients and the objectives we set and drafted.
Have you been to events like wedding, birthday party, concert, exhibit, meeting, or
conference?
Do you take notice of the set up and the flow of the event? Is it well planned? Is it
simple, grand, or lavish?
Have you wondered how they come up with such ideas?
Could you identify the factors needed in developing a concept of an event?
Have you been to events like wedding, birthday party, concert, exhibit, meeting, or
conference?
Do you take notice of the set up and the flow of the event? Is it well planned? Is it
simple, grand, or lavish?
Have you wondered how they come up with such ideas?
Could you identify the factors needed in developing a concept of an event?
HOW TO DEVELOP THE CONCEPT

It is not that easy to develop the concept of an event. As mentioned, there are
various factors to be considered in conceptualizing something that should meet in the
minimum requirements of the client, as well as your requirements as a planner. The
success of an event depends on how it was conceptualized, and how the concept
materialized. It is therefore significant that a planner must work slowly but surely to
ensure that every detail is carefully attended to. This can be done by incorporating the

ideas gathered during the interview with the prospects. These are information where
your concepts should rely on.
The following factors should be considered in developing the concept:
The format of the event – how do you want the event to look like based on the data
you gathered from the client? Would that be using a convention type, hallmark type, or
sporty type?
There is so many formats that you could make use of but the most important is, it
matches to the objectives you set prior to conceptualization of the event concept. Know
the tone of the event, check if it is formal or informal. When a format is finally chosen,
don’t just rely on it. Research on how the format was used in previous events and check
on how you could exceed on it or at least not have exactly the same concept.
The purpose of the event – the purpose and the format should go together. This is
because if the purpose is to show sport-related products, the organizer may consider
sporty type of event. The purpose should be the driver in all aspects of the planning
process. It is on this where very detail lies on. To better understand this, suppose that
we are going to run an event for financial planners. This would be in a conference type.
The purpose of this should we say is to facilitate exchange of information that will bring
each participant to the level where they are updated on what’s happening in the
corporate world. So, if this is the case so, it is very obvious that we will need a fairly
standard meeting or convention hall.
The theme of the event – theme of the event has something to say on the concept that
we need to develop. This should be linked to the purpose of the occasion, completely
compatible with the attendees needs, and most importantly should be consistent in all
respects. The theme can be historical, cultural, geographical, or artistic. Depending on
how you assess the event, the theme should follow on what you feel would be best and
what the client expects from it.
The venue of the event – What venue will best fit the objectives of the event? It is
important that you as an event planner knows exactly where to stage an event based on
the preference of the client. Sometimes, the theme suggests as to where the venue
should be best. Whatever the venue will be, the most important is it will help you
achieve what the objectives are. Aside from this, things to consider in choosing a venue
are the following:
✓ Accessibility
✓ Location
✓ Ambience
✓ Seating capacity
✓ Safety of attendees
✓ Food and beverage facilities
✓ Availability of other important supplies
✓ Features like stage
✓ Others that are necessary

The participants of the event – during the first phase, you interviewed the prospect
and you were able to know who the participants are. It is an important consideration
that you as a planner exactly know who they are in order for you to match the concept
of the event. For example, if you know that majority of the attendees will be
professionals and their purpose of gathering is business conference, the best concept
will be a formal type in a venue suitable for a conference.
The budget for the event – the question on how much the client is willing to finance
the events is very important consideration in designing the event concept. If the event is
just for a day meeting, possibly, the budget will not be that much since the main purpose
of such is just to share ideas either on what’s happening in their office, the new
products, and competitor analysis among others. In this regard, the concept will not be
that suitable for a 3-day convention since it will require a large amount for its budget.
On the other hand, when we are talking about budgeting for a wedding event, this may
require just an average amount up to the huge amount that the couple-to-be would be
willing to spend. Either way, your concept will still rely on how much is the allotted
budget to make the event possible.
Timing of the event – another special consideration is the timing of the event based on
when the client wants it to be held. Should they have not given information about this, it
is important that you as a planner exactly know when to hold the event as per details of
it is concerned. Example, if the couple-to-be want a beach wedding, advisable for this is
around late in the afternoon.
The reason is that, it would be too hot for the sponsors and other guests if you will
advise them to hold it around 11:00 AM to 2:00 PM. Or, 8:00 AM to 10:00 AM will do
(but you must consider also if the participants can be gathered around that time),
depending on how exactly the beach looks like as long as everyone is taken into
consideration with regards to convenience. In other words, the timing of the event can
be linked to factors that a planner must never forget to attend to such as the season, the
day of the week, the time of the day, and the duration of the event.
The people behind the event execution – no matter how good is your concept for a
particular event without proper attention to who will man this and to whom will this
event need assistance, it will never become successful. Remember that in any
organization, the most important asset is the human resources. This is because they are
the one who will be working for the company. Similarly, a group effort of all the
stakeholders for the event is important than anything else because they will be the
people behind the success or failure of its execution.
All aspects shall be considered from the registration down to safety group. To
mention a few, the following are important considerations (add if you think the event
will need more people or contractors other than this lists):
• Event team (such as crews, service ambassadors, guest relation officers,
receptionists, pre-area coordinator, etc.)
• Performers (should the event need to have this)
• Emergency services

• Event contractors / suppliers
HOW TO ANALYZE THE EVENT CONCEPT

When a concept is already in mind, the next step is to analyze it. There should
always be an alternative concept whenever the first plan does not meet all your
objectives. The following questions can help you analyze your concept prior to
designing it:
• Does it satisfy the objectives you have set in accordance to the requirements of
the client?
• Is it the concept that meets the kind of participants it has?
• Is the concept attainable?
• Is the concept suited to the kind of event?
• Is the concept applicable on the day, time, and season for that event?
• Are all areas covered?
• Are all areas considered when it comes to implementation of the event?
• Are there enough resources for this concept to materialize?
• Are the resource speakers (if any) available on the day of the event?
• Can your team hold such event in as much as skills is concerned?
• Are there contingency plans that will avoid or solve problems that may be
encountered along the way?
• Is the venue accessible for all the participants?
• Is the concept safe and reliable for all the participants?
• Is the concept suited for the budget of the event?
There may be other considerations that you have to look into prior to designing the
event. Sometimes, along the way, there are concerns that during the event
conceptualization you were not able to look into. However, this should not be critical,
meaning, not a big issue that you as a planner did not able to think about it (example
you forgot to look for a venue, wow! Never do that!). Small details can be fixed along the
way, but not the big one. Imagine if you forgot to consider hiring a competent speaker
when the client requested for one and during the event, no one speaks for them. For
sure, this event will be a disaster.
ONE FINAL LOOK ON THE EVENT CONCEPT
Once you have analyzed the concept. Take a final look into it. Are there missing
important details? Is there a need for alteration? Is there a need for total revision?
Well, not a problem. As we all know, everything to make it successful should be
done not on an overnight basis only. Relax and widen your horizons. Create a checklist.
Look into this, and then start all over again.
You may consider having three options or more. Depending on how you will do
it, your call. With other options you can choose from, you will have your point of

reference. You may consider the advantages and disadvantages of the options you have
made.
When you are done, then congratulations! Finally, you will move on to designing the
event concept.
HOW TO DESIGN AN EVENT CONCEPT
So, we are now on the stage of designing the event concept. As this is crucial, all details
must not be overlooked to avoid inconvenience during the event proper. Let’s use as an
example the Seminar Event held by the MBA Class of PUP in Manila under the course
seminar in Marketing Trends and Issues. The group had organized an event for a 400-
seater venue which was entitled “Mark for Success: Emerging Marketing Strategies for
2012 and beyond”. The following main creative elements made the event concept
successful:
• Come up with a theme – the group conceptualize a theme where all details
were in accordance to that. A lot of suggestions came out, which is very useful
because they were able to gather more ideas and options to opt to. Until they
finally agreed that the title as mentioned above will best appeal their chosen
audience, everything now follows.
• Consider the layout – The team did their best in considering the event layout.
From the venue to the invitation, tarpaulin or marketing materials, all were in
sync to the theme. As this is a 400-seater venue, the layout for the area was a
classroom type which made the attendees comfortable. The entrance and exit
areas were clearly emphasized making the line so smooth even during the time
of claiming the attendees’ certificate of participation. Background music was
carefully planned ensuring that all audiences can relate it.
• Do not overlook the décor – simply decorated, still, the event area was
conducive for the attendees. The group believed that the lesser the decoration,
the better since the event was a seminar. They made it sure that it still go with
the theme. Some tower balloons were placed at the stage with the LCD projector
as its backdrop. At the reception area, the organizer made it sure that the table
was skirted with linens of the same color of the event concept.
• Look for suppliers and sponsors – These groups are very important in an
event. Suppliers for the events’ need should be considered to ensure that they
will give you only the best supplies. Sponsors on the other hand make the event
more attractive especially when these are well-known establishments or
organization. The group in their seminar has a lot of sponsors that made the
attendees more excited since they were able to provide them with gift
certificates and other items from the sponsors. Based on the comments of the
attendees, the raffle prizes were great and that it added an appeal to them to
attend said event.
• Create a technical support – as in every event technical glitches are always
possible, a technical group shall not be over looked. In the event of the PUP
students, their technical supports were just standing by ready for any technical
problems.
• Consider ‘staging’ – the group did not overlook staging of the event. As
mentioned above, the stage was decorated by tower balloons and the LCD

projector as backdrop which makes it beautiful since the event flow is flashed on
that screen.
• Add entertainment – to some events, entertainment is peripheral, and to some
it is central. What is important here is that, the entertainment suits the purpose if
the event. Since the group of students who held the seminar event focused the
event on marketing, they believed that adding sort of entertainment will you
make the audience more alive and participative.
• Consider the talents – this may come in the form of musical performers,
athletes, dancers, speakers, and even the masters of the ceremony. As these
people are important for the success of an event, they must be well-taken care of.
The event held by the students is a seminar, with this, speakers and hosts are
important to them. They made it sure that the speakers were there prior to their
time to speak. Although there was one speaker who was not able to make it, the
organizer did not panic since they were ready ahead of time. A standby speaker
filled in the gap and that was great. The hosts were lively and had graced the
event.
• Never forget the catering service – though the seminar needs not to ask for a
caterer, this is important that every event organizer should consider. No matter
how good the speakers and hosts are if the food were served late or with less
quality, the mood will surely be replaced by complaints on this kind of service. It
is therefore significant that service providers are well-trained and alert to the
needs of the attendees.
Of these creative elements, none shall be overlooked if we are aiming for a

successful event.
WHAT TO CONSIDER FOR AN EVENT CONCEPT
Now that you were able to design the event concept, logistical elements shall not
also be taken for granted (Wagen, 2009). These are the following:
• Site access – would it be easy for the attendees to park their vehicles close to the
venue? Can they off-load easily? Is there enough parking spaces?
• Physical limitations – is it easy to move around especially when carrying heavy
equipment?
• Cleaning – is it the organizer who will do the cleaning or contracted?
• Basic services – can the event organizer provide water easily? Is there
electricity?
• Site dimensions – is the site too high? Is it too low or narrow?
• Toilet facilities – are these available in the area? Are these portable or fixed?
• Catering – would there be obstacles or problems when transporting, storing, and
serving food?
• Safety – were the patrol, exits, fire procedures, first aid considered and in place?

Guided Practice
Instruction: In association with logistical elements, retell to the entire class a special event
you have attended in the past. What are have you notice? Give at least three positive and
three negative observation.
Performance Test
A.
Multiple Choice: Encircle the letter of the correct answer to the following questions.
1. Bernard would like to come up with something forest-like ambience for the event of
the ABC Campers. What factor is he considering in the process of developing the event
concept?
a. Format b. Purpose c. Theme d. Venue
2. It is not that easy to develop the concept of an event. There are various factors to be
considered in conceptualizing something that should meet the minimum requirements
of the client, as well as your requirements as a planner.
a. Both statements are correct c. Statement 1 is correct while statement 2 is
incorrect.
b. Both statements are incorrect d. Statement 1 is incorrect while statement 2
is correct.
3. The success of an event depends on how it was conceptualized, and how the concept
materialized. It is therefore, significant that a planner must work slowly to ensure that
every detail is carefully attended to.
incorrect.
is correct.
4. If your question as a planner is “how do I want the event to look like’ based on the
data you gathered from the client, what factor are you considering in developing the
event concept?
5. This factor to consider in developing the event concept should be linked to the
purpose of the occasion, completely compatible with attendees’ needs, and most
importantly should be consistent in all respects.
6. The purpose and format of the event should go together. If the purpose is to show
sports-related products, the organizer should consider sporty type of event.
incorrect.
is correct.

7. What factor in developing event concept should you consider if you are concerned
about staging the occasion?
8. Which of the following is NOT a thing to consider in choosing an event venue?

a. Accessibility b. Ambience c. Dependability d. Seating capacity
9. The question on how much the client is willing to finance the event is not an
important consideration in designing the event concept. If the event is just for a day
meeting, possibly, the budget will be much since the main purpose of such is just to
share ideas either on what’s happening in their office, the new products, and competitor
analysis among others.
incorrect.
is correct.
10. No matter how good is your concept for a particular event without proper attention
to who will man this and to whom and to whom will this event need assistance, it will
never become successful. Remember that in any organization, the most important asset
is the human resources.
incorrect.
is correct.
B. CREATING EVENT CONCEPT

Create a group of 5 members.
Each group must be able to conceptualize an event and present to the class through
power point presentation.
Choose 1 member to present the group output (make sure to precisely discuss the
details of your event concept).
The event concept must answer the 5W and 1 H. It must also contain the format,
purpose, theme, venue and participants of the event.
A soft copy of the presentation must also be submitted.

Rubrics
Criteria Excellent Meets Expectations Approaches Needs Improvement

8 6 Expectations 2
4
Style - Language is - Most language - Language is not - Language is not
memorable; is somewhat memorable; memorable or
language is memorable; language usage is confusing;
well-chosen; language usage is at times language usage
- Tone is is correct inaccurate is often
appropriate - Tone is usually - Tone is at times inaccurate
correct inappropriate - Tone is
inappropriate
or distracting
Development - All main points - Most main - Some main - Main points
begin with a points begin points have contain no
clear topic with a clear stated or topic
sentence; topic sentence implied topic sentences;
- all main and - Most main and sentences; - Main points are
supporting supporting - Some main not supported
points are points include points are by specific
supported by specific supported by examples/evide
specific and evidence/exam specific nce;
highly effective ples; evidence/exam - Little or no
examples/evide - Most main and ples; supporting
nce; supporting - Some main and material is used
- the main and points relate to supporting - Main and
supporting each other points relate to supporting
points all relate each other points do not
to each other relate to each
other.
Grammar, - Virtually no - Few spelling - A number of - So many
Usage & spelling, and spelling, spelling,
Mechanics punctuation or punctuation punctuation or punctuation
grammatical error, minor grammatical and
errors grammatical errors grammatical
errors errors that it
interferes with
the meaning
Total

WHO ARE THE INDUSTRY STAKEHOLDERS?
INTRODUCTION
This lesson identifies the stakeholders of the events industry and their
relationship with each other. It identifies the role of a Profession Congress/Event
Organizer. It likewise presents the various roles that the host community plays in the
industry.
What is your idea about stakeholders?

What are their roles in the event industry?
STAKEHOLDERS
▪ Stakeholders refer to the parties who hold a stake or interest in the particular
project or industry.
▪ The stakeholders in the events industry can be classified into four major categories
(1) Professional Congress/Events Organizers (2) the community, (3) service
suppliers, and (4) government offices and regulatory bodies. The relationships can
be illustrated using the following diagram.
❖ The event is likewise affected by external factors, such as forces of nature, natural
calamities, terrorism, global economic downturn/upturn, and political events,
among others.

THE EVENT MANAGEER/PROFESSIONAL CONGRESS ORGANIZER (PCO)
There are two types of event managers: outsourced and in-house.
1. Outsourced Event Managers
- event management companies or individuals (also known as Professional
Congress Organizers or PCOs) that organize events on a per contract basis on
behalf of their client.
- PCO are independent event managers, professionally knowledgeable in their
own fields of specialization in MICE who bring in the know-how, coupled with a
database of contacts needed in various stages of event organizing. They are
entrepreneurs.
- Examples of outsourced PCOs in the Philippines are companies like Global-Link
MP Events International and Worldexco.
2. In-house Event Managers

- positions or departments within an organization that in not into the business of
event management but requires its own group of event managers or
coordinators due to the volume of special events that the4 company has, such as
executive meetings, strategic planning, team building, training, incentive events
for the sales team, and product launches.
- In-house event managers may either be employed by corporations (for profit
businesses) or associations (non-profit organizations).
- Examples of in-house event managers are hotel’s banquet managers and those
employed by companies, like Unilever, to organize product launches and other
company events.
❖ THE COMMUNITY
- Community presents both the target market and the people living in and around
the MCE destination.
- Residents of MICE destinations receive the impact of MICE activities, both
positive and negative. They enjoy the resulting economic benefits, job
opportunities, and infrastructure developments, but also suffer from
environmental and other possible exploitative impacts, too.
- The target market includes exhibitors, visitors, sponsors, and other attendees.
They bring in the revenues for any profit-oriented event. They are those whom
the organizers attract and try to satisfy. They are the raison deter or the main
reason for organizing the event.
- Associations fall under the second major stakeholder category or the community,
because associations hold a number of events and thus, form a major part of the
MICE target market. They are valued client.
- Association is a group of individuals or organizations who formed themselves
formally to uphold a common interest. Cruz (2005) classified associations into
trade association and professional association.

1. Trade Associations- “non-profit organizations whose aim is to meet the
needs of for-profit businesses.” An example of this is the Philippines
Association of Convention/Exhibition Organizers and Suppliers, Inc.
(PACEOS).
2. Professional Association – “non-profit organizations that are not involved
with business firms… organized to assist individuals in the pursuit of their
common goals.”Cruz (2005) classified professional associations into three
types. The first one is bound by common personal interests, which includes
group of hobbyists like the UP Mountaineers and Wild Bird Club of the
Philippines. The second type of professional associations is bound by their
careers, which includes “learned societies” such as the Philippine Nurses
Association. The third type of professional associations is bound by their
desire to do community service. An example of which is the Association of
Foundations. A directory of Philippines Associations is available at the
Philippine Convention and Visitors Corporation.
❖ If individual members of associations reduce personal spending including their
attendance and association events brought about by the ongoing global economic
slowdown, associations and the events they hope to stage will be affected.
Nonetheless, associations generally push through with scheduled events even if
attendance level drops.
❖ Other than associations and corporate events, MICE markets include key industry
sectors, such as construction, real estate, financing, automotive, hospitality, medical,
and pharmaceutical companies.
Guided Practice
Modified True or False: Write the word TRUE if the statement is correct. Otherwise,
change the underlined word/s to make the statement correct.
________ 1. In-house Event Managers are group of individuals or organizations who
formed themselves formally to uphold a common interest.
________ 2. Event suppliers refer to the parties who hold interest in the particular project
or industry.
________ 3. Professional Congress Organization are independent event managers,
professionally knowledgeable in their own fields of specialization
in MICE who bring in the know-how, coupled with a database of
contacts needed in various stages of event organizing.
________ 4. Community represents both the target market and the people living in and
around the MICE destination.
________ 5. Professional Associations are non-profit organizations whose aim is to meet
the needs of for-profit businesses.
________ 6. Target market such as exhibitors and visitors are the main reason for
organizing the event.
________ 7. Outsourced Event Managers are event management companies or individuals
that organize events on a per contract basis on behalf of their clients.

________ 8. Trade Associations are non-profit organization that are not involved with
business firms.
.
Performance Test
Discussion Questions
1. Explain the role and expertise of a Professional Congress Organizer (PCO).

2. How does the community benefit from MICE industry?
3. Explain the importance of associations on the MICE industry.
4. Draw a diagram and explain the Interrelationship of the stakeholders of the
events industry.
Features 4 3 2 1

and well-organized
meaning

WHO ARE THE INDUSTRY SUPPLIER AND INDUSTRY
REGULATOR?
INTRODUCTION
As mentioned earlier, a Professional Congress Organization (PCO) must have

his/her own database of contacts, which includes trusted suppliers. Tried, tested and
trusted suppliers are vital for the success of an event. Should the PCO lack certain
suppliers, he/she must be able to source them to meet specific demands. This lesson
identifies the various industry suppliers and services they provide.
This lesson aims to explain why the industry needs regulators, who these
regulators are, and the roles they play.
Examine the pictures below. List down at least three business, group or organization
needed to make an event successful.

Follow up Questions:
1. What businesses, group or organization have you listed?
2. What services do each provide in an event industry?
SUPPLIERS
▪ In events management, suppliers refer to those who provide the services necessary
to organize and execute events properly. “Venue”, an annual publication of
Haymarket Media Ltd., provides a definitive guide to Asia Pacific Region’s
convention and exhibition centers, premier city and resort hotels, unique venues,
and a list of key industry suppliers.
• Venues
• Hotels
• Food and beverage (F&B) Suppliers/ Caterers
• Airlines
• Airports
• Ground Transportation (Car Rental, Coach, and Bus Service)
• Ground Handlers
• Freight Forwarders
• Booth Contractors
• Audiovisual/ Meeting Technologies Suppliers
• Security
• Manpower Agencies
• Photography, documentation, and transcription services
• Advertising agencies, public relations (PR) companies, printers, providers of
corporate premiums, and other promotional materials
➢ VENUES
- Venues are facilities where MICE events are held. Venues may be free-standing
or attached to other properties, like hotel ballrooms or event spaces located
within shopping malls.
- Convention centers are examples of free-standing MICE venues. Some are state-
owned like the Philippine International Convention Center (PICC)
(www.picc.gov.ph); some are privately run like SMX Convention Center
(www.smxconventioncenter.com).
- Convention centers are by definition huge buildings with flexible spaces that can
cater to events of any sizes from conventions of ten thousand attendees to
smaller meetings, breakout sessions, and other smaller functions.
- Conference center is smaller and lesser-known relative of convention centers
which provides attendees with room for more privacy and focus as it offers

conference facilities as well as board, lodging, and leisure activities all in one
location (Cruz 2005). An example of a conference center is the Teacher’s camp in
Baguio City.
- For a destination to compete in the MICE business arena, it must first be able to
offer an attractive venue. The Philippines premium resorts offer a competitive
package for incentive travel. However, the country is undergoing a “chicken and
egg” situation when it comes to convention and exhibition facilities. On one hand,
the Philippines needs to show international event organizers that it has space,
big and modern enough, before these foreign show organizers even give the
country a second look. On the other hand, the Philippines cannot afford to build a
white elephant that is a big and beautiful venue that does not attract revenues.
Here are some of the top convention venues in the Philippines:
Venue Size Theater Remarks
PICC 5,176 sq.m. 3,815 pax Reception, excludes
plenary
World Trade Center 8,300 sq.m. 4,620 pax Exhibition area only
SM Megatrade Hall 3,878 sq.m. 4,000 pax
SMX Convention 9,130 sq.m. Largest hall ( halls 1-4);
Center total area of SMX is 46,000
sq.m.
Sofitel Philippine 1,403 sq.m. 1,500 pax Grand Ballroom
Plaza
Makati Shangri-la 1,466 sq.m. 1,500 pax
Hotel
Edsa Shangri-la Hotel 1,056 sq.m. 1,100 pax
Shangri-la Mactan 1,156 sq.m. 1,200 pax
NCAA Davao 4,058 sq.m. 4,000 pax
▪ In addition to the size, architecture, and fast evolving technological/ functional

features of MICE venues, location must also be suitable for international events.
Ideally, MICE venues must be near international airports and must be within
walking distance to five-star hotels and major shopping areas.
▪ It is a challenge for venue owners to highlight the unique attributes of their
property, such as style, ambiance, and top-of- the-line facilities. There is a wide
variety of venues today. They range from Sydney-Opera-House type of architectural
wonders to underwater meeting rooms with see-through glass walls and outdoor
facilities in the jungle. Creativity just knows no limit, and clients are becoming more
and more aware of their options.
Compare the Philippines’ event venues with those in our neighboring Asian
countries:
(Table prepared by the Author based on information from the venues’ websites)
Venue Size Theater Remarks
Asia World Expo 70,000 sq.m. 13,500 pax Total area
Hong Kong

HK Int’l Trade & 9,950 sq.m. 1,600 pax Total area
Exhibition Center
Kuala Lumpur 9,710 sq.m. 2,380 pax Single level
Convention Center
Singapore Expo 100,000 sq.m. 19,000 pax Total area
SUNTEC Singapore 37,500 sq.m. 10,000 pax Total area
Hai Phong Int’l 7,680 sq. m. 7,000 pax estimate
Exhibition, Vietnam
Bangkok Int’l Trade 50,400 sq.m. 20,000 pax Total area
& Exhibition C.
Impact Exhibition, 80,000 sq.m. 20,000 pax Total area
Thailand
Bali Int’l Convention 7,700 sq.m. 2,500 pax Total area
Center
Cotai Expo, The 75,000 sq.m. Total area
Venetian Macao
➢ HOTELS
- A hotel, as we all know, provides guest a comfortable place to sleep in and other
services which the guests will need during their stay. Additionally, higher
category hotels pay important role in the MICE industry as they provide not only
accommodations for MICE attendees but also meeting rooms or other event
spaces and generally, their own MICE related services.
- As a MICE venue, hotels (and resorts) have an upper hand in the incentive travel
sector compared with other venue options, because most hotels have more
suitable facilities, such as spa, casino, swimming pools, specialty restaurants, etc.
- Hotels and resorts catering to MICE have their own events and banquet
department. Shangri-La’s Mactan Island Resort and Spa, for example, has an
events department separate from its banquet or food and beverage (F&B) unit.
➢ FOOD AND BEVERAGE SUPPLIERS

- A restaurant is an establishment that provides meals to the public for a fee.
- Catering provides the same services that a restaurant does expect that the
services is provided outside the restaurant premises.
- Nowadays, the “total dining experience” takes a rather bigger consideration,
especially in arranging for an event’s F&B requirements. The food and event
must be a “perfect marriage”.
- Food is an integral part of most of the events. It must enhance the event’s
potentials in achieving the event’s objectives.
- Food served at meetings must help draw sound and creative ideas from the
meeting attendees, Event organizers must likewise pay good attention to special
guest requirements, like vegetarian meals, cultural dictates, or religious
restrictions. With the heightened awareness on health and wellness, “healthy
options” are also trendy.

➢ AIRLINES
- Airlines play an important role in transporting people and good essential to
make the events industry tick, especially for international events. The number of
air seats going to and from city contributes to its viability to compete as an event
destination. Monopoly of a single carrier and a high volume of seats may result in
expensive airfare; while lower seat sales may mean losses for the airlines. Both
are unhealthy for the airlines industry.
- Through the years, the world has been witnessed to giant leaps of developments
in this particular mode of transportation. Airlines today offer services and
conveniences which used to be unimaginable, from hotel-like comfortable beds
and gourmet dining to pedicure and entertainment on board, all brought about
by technological innovation, service enhancement, and competition.
- The International Air Transport Association (IATA) estimated a total of
2.98billion air passengers who travelled in 2012, which it expects to rise to 3.91
billion by 2017.
- Airline management strive to make incentive and business travelers feel at
home. Hence, it is a great help and advantage for an event organizer to have a tie-
up with an airline company, preferably with the national flag carrier, for a
particular event. Following are some services which may be provided by airlines
to MICE clients:
1. Attendance promotion is areas services by the airlines. An example of this would

be if airline offices would service as information office for the event. The airline
may also provide shell brochures with blank spaces on which to over print
information about the event.
2. Free or discounted tickets for the site inspection and for the attendance
campaign.
3. Special rates or ticket discounts or upgrades for delegates.
4. Free/discounted tickets for speakers or VIPs whose airfare would have
otherwise been fully shouldered by the organizer.
5. Advance seat reservations for delegates
6. Excess baggage allowance for delegates
7. A plane bearing the company or event logo of the client for worldwide events,
using special exterior decals (which are removable).
8. Menu covers and/or headrest covers bearing the company/event logo
9. In-flight announcements about the event, welcome message and signage
10. Hotel rates, taxi info, city maps, and other useful materials to be provided on
board.
However, like any business deal, such request will be evaluated by the airline on the
basis of the publicity mileage and business gain that the event will generate for the
airline company.
➢ AIRPORTS
- In MICE, airports have the responsibility of making a good first impression for
international participants.
- Airports, international gateways in particular, are doors into a country and
provide visitors with their first taste of a country’s culture. For this, airports
must be efficient on top of being attractive.

- The simplest way to create a positive image for an airport is to let go of travelers
as fast as possible. Visitors should pass through immigration and customs
procedure quickly. Easy to say, but it is a challenge that a lot of ports all over the
world are still trying to overcome today. This is because airport operation is not
run by just one organization.
- Taking part in the airports daily routine in the Philippines are several
government agencies, such as the Civil Aviation Authority (CAAP), Bureau of
Immigration, Bureau of Customs, Bureau of Quarantine, Department of Tourism,
the Philippine National Police, Airport Security, and others. Likewise, there are
privately run passenger and cargo airlines, concessionaires, brokers, hotels,
travel agencies, and transport services.
- Overseeing everything is the airport admiration which takes care of things from
replenishing toilet paper to implementing airport policies. It is all a matter of
efficient coordination.
- Sampaguita leis or its various are still in popular sign of welcome guests at the
airport. In Manila, “meet and greet” arrangements are the easiest to arrange
through travel agencies accredited by Ninoy Aquino International Airport
(NAIA). While it is difficult (but not impossible) to dedicate an immigration or
customs counter exclusively for delegates of a particular event, especially for
group arrivals, one or two of these countries may display the event logo to make
the delegates feel welcome. Airports may also hang event banners and streamers
to welcome delegates.
- The most that organizers can do since waiting is unavoidable is to entertain
guests while they are in immigration line or while claiming their luggage. For
instance, the event organizers may request a rondalla through the DOT-NAIA to
add a Filipino touch of welcome while diverting the guests’ attention. Some
airports have bug screens or LCDs which can be used to air advertisements,
welcome messages, or other entertaining shows and relevant information.
Another related example, although not in an airport, is the welcome dance
performed by porters of Negros Navigation. Surprises like these leave ba lasting
impression and make the guest look forward to the main event. The point is to
make the visitors feel important.
➢ TRANSPORTATION SUPPLIERS
- Movements of goods and people are an integral part of MICE; hence provide of
transportation services are important suppliers as well.
Table of Transportation (excluding Airlines) adapted from Lumsdon (1997)
Transportation Mode Use in Events

Cruise Liner In MICE, cruise liners can serve as either the
main event or as one of the components in the
event program.
Train Trains move passengers from origin to
destination through railways. Along the way,
they provide passengers with unique sceneries
and thus, ideal for incentive travel. They are fast

but access is limited by the network of railways.
Tour Bus/Coach The use of local bus or motor coach to move
passengers and explore cities/countries is the
most common mode of transportation in MICE
due to flexibility and wide availability.
Ferry/Local Water-based Transport Local ferries or small motorized boats, locally
known to Filipinos as “bancas” can be used for
short inter-island trips or river cruises. It is
particularly important for the Philippines being
an archipelago.
Car Rentals Special arrangements with car rental companies
can be made to personalize transport service for
MICE events. This can include the use of
chauffeur-driven cars.
Manually-operated Vehicles Manually-operated or non-motorized vehicles
may be used in exploring the city or
countryside; such include bicycles, pedicabs
(rickshaw), carabao or horse-drawn carriages,
and the like.
Others Unique modes of transportation can be used to
add novelty to the event and stir excitement
among the guests. These may include jeepneys,
trams, hot-air balloons, helicopters, etc.
➢ GROUND HANDLERS
- Ground handlers are travel agencies and tour operators which assists event
organizers for the tours and travel arrangement for the event participants.
➢ FREIGHT FORWARDERS
- Freight forwarder’s main role in MICE is to bring goods for the exhibit or for use
in a conference from their point of origin to the event in good condition and in
time for the event. These goods may range from preserved butterflies to
hovercrafts. Here are the simplified steps undertaken by freight forwarders:
1. Pick up goods from exhibitors/presenters.
2. Book the goods for transport to the country where the event is going to be
held.
3. Pack the goods properly as some equipment or materials require special
packaging which only professionals can do.
4. Prepare departure documents and permits.
5. Continuously monitor movements of goods until arrival in destination.
6. Prepare arrival documents and customs entries, and secure special
permits/clearance and re-export bond/waiver.
7. Transport goods from customs to forwarder’s warehouse for storage until
the exhibit/conference venue is open for ingress operation or move-in.
8. Transport goods from the warehouse to event venue.
9. After the event closes, repack the good for egress operations or move-out,
and transport goods to forwarder’s warehouse for storage until re-export
process is completed and goods are loaded into the craft.

10. Facilitate customs processing again until goods are released and delivered
back to owners.
❖ All the goods entering the Philippines from a foreign country, even if they are
previously exported or brought out from the Philippines, are subject to customs
duties and taxes upon each entry into the country, except otherwise indicated in the
Tariff and Customs Code of the Philippines.
❖ One such exception is for goods intended to be brought back to their country of
origin within six months from the date of acceptance of the port of entry. Items for
display in public exhibitions and for use in workshops and conferences qualify
under this category. The Bureau of Customs must be properly informed upon entry
of such items. In this case, the consignee or the owner of the goods may be required
to accomplish a re-export commitment form duly secured by a cash bond deposit
equal to one and a half times the ascertained duties and taxes on the particular
goods. The bond is refundable if and only if the exact item leaves the country within
the specified time. To make sure it is the same item, photos, serial numbers, and
such other identification measures are taken upon entry. This procedure is
necessary as customs collections helps the country in a macroeconomic point of
view.
❖ A waiver can be also be made instead of making a cash bond deposit. For example, if
the foreign owner of the equipment has a local counterpart, the local office must
make a promissory note committing to pay the required duties and taxes in the
event that the equipment does not leave the Philippines as promised.
❖ On the other hand, goods leaving the Philippines for the same purpose and with the
same intention of bringing them back must be properly identified as well. A
certificate of identification must be accomplished and submitted to the Bureau of
Customs. This same certificate will serve as the basis upon the goods’ re-entry to
make sure that they are the same goods that left the country. Should the customs fail
to match the goods with those in the certificate, all items, not included in the
certificate of identification, shall be charged with the rightful duties and taxes.
❖ So, to avoid problems, make sure that all items are properly identified and all
required arrival and departure documents are accomplished. Even if it is the freight
forwarder’s duty to make sure everything is in order, it is still advisable for the
consignee or the owner to double-check. For the end, the consignee is still the one
who will end up paying for all the charges.
➢ BOOTH CONRTACTORS
- Exhibition contractors supply the necessary materials for the exhibit booth---
particularly the panels and octa norms or the metal frame needed to put up the
booth for the exhibitors. Some of the booth contractors in the Philippines are
Centrex Corporation, City Neon Philippines, Danex Signs, Inc. There are other
booth contractors in the country but these three are the major players.
- The best booth space in trade fairs is an island booth, with all its sides facing the
aisles. The booth must have a good design, theme, and clear representation of the
product that it is showcasing. It must also be able to easily catch the attention of
visitors and draw them toward the booth.
- Exhibition contractors are responsible for executing a booth design, no matter
how complicated it is. Exhibition may also ask the contractor to design the booth,

but it is the exhibitor’s responsibility to choose or produce the best design in
order to make the most out of its participation in the event.
- Event organizers may assign an official booth contractor for each event. The
official booth contractor may in turn levy a certain fee, like a corkage fee, on
exhibitors who choose to use the services of other contractor/s instead of the
official one. The reasons for assigning an official booth contractor include easier
coordination and economies of scale (i.e., goods are cheaper by the dozen).
- The booth contractor is the one who coordinates with the venue coordinator or
representative regarding electricity load and other technical requirements of
each exhibitor. Thus, if there is no designated official contractor, the venue and
the event organizer will have to coordinate and facilitate demands coming from
several exhibitors and their contractors.
➢ MEETING TECHNOLOGY SUPPLIERS

- Online registration technology allows meeting delegates to confirm their
attendance using the Internet.
- Online registration can be email-based wherein the form you fill out is sent to an
electronic mail address and a real person keeps track of these emails or it can be
database-system (CMS) which functions like an electronic logbook.
- Email-based registration is like receiving guest confirmation by postal mail,
while CMS is like allowing the delegate to write his confirmation directly in the
attendance logbook himself.
- Since it is online, registration can be done from halfway across the globe in just a
few seconds. Moreover, CMS also allows making payments online.
- Video conferencing is a real-time meeting between two or more people who are
in two or more location, using special audiovisual equipment. Earlier versions of
video conferencing devices are made up of analog television sets and satellites.
Today, data, sounds, and images are mostly transmitted using the Internet.
- The use of video conferencing saves time and travel costs and is said to support
the “green” movement, as it eliminates the carbon gases emitted when a person
travels, especially by air.
- There are a number of cheap ways to do video conferencing nowadays, like
Skype and Viber, and such means keep on increasing and improving fast.
- Online social networks are also helpful in events, especially in marketing. These
are Internet sites which includes Facebook, Twitter, YouTube, My Space, and
Multiply.
- Blog, which is short for “web logs”, meaning regular “log-in in the World Wide
Web”, is also commonly used nowadays. The popularity of social networks and
blogs made them noteworthy promotional tools for events.
- Phone technologies play an invaluable role in MICE. They function as a watch,
mirror, means of communication, calculator, organizer, currency converter,
address book, camera, audiovisual player, data storage, processor, etc., and they
can easily connect to the Internet. Thus, a number of events provide programs
and updates that can be simply accessed by attendees using their mobile phones
with Wireless Access (WiFi) provided.

➢ SECURITY
- According to studies, security is one of the important factors considered by
organizers when choosing a venue and planning for an event.
- All MICE venues have their own safety measures installed and their own security
personnel to implement these measures. However, it is advisable to contract the
services of a security company to provide additional event security guards.
- Security requirements vary depending on the number, nationality, and political
status of event attendees and/or speakers, such as dignitaries, celebrities, etc. It
is important to know the protocol for different types of attendees.
- The Philippines National Police has an office dedicated to assisting organizers in
their event’s safety concerns. The Director of Operations (PNP-DO) has a special
concerns/events unit which addressed such requirements.
➢ MANPOWER AGENCIES
- Additional manpower maybe required for an event, such as registration staff,
marshal/ushers, telemarketers, encoders, interpreters/ translators, extra
waiters, messengers, and janitorial staff.
- These positions created by the event may not necessarily be permitted but are
still needed; thus, the event organizer may employ or contract such additional
services temporarily, directly or through manpower agencies.
- On-the-job (OJT) from universities are sometimes tapped to perform some of
these duties; because responsibilities are limited for these positions.
- If it is a big international event, the Tourism Promotions Board may be able to
provide manpower assistance for secretariat, registration, and airport reception.
PROCUREMENT
- Procurement is the jargon for getting or “purchasing” something from a supplier.
- You can do this through shopping or bidding.
- Bidding is a process wherein you announce the details of what you need, which
can either be goods or services, and interested suppliers will give you an offer.
- Usually, it is the cheapest offer that is accepted, as long as it satisfies the
specifications indicated in your announcement, request for quotation (RFQ), or
invitation to bid (ITB).
STEPS IN PROCUREMENT
1. Prepare a list of the things you need to buy and the reason why you have to buy
them. Describe the goods/services that you need and write down the details.
This is called the “Specifications” for a product, or the “Terms of Reference”
(TOR) and “Scope of Work (SOW) for services. You may base these on online
sources, similar purchases made in the past, and reference quotations. It would
also help to research about the leading suppliers of a particular product or
services as well as market trends.
2. Prepare a Grantt chart or a schedule of procurement. The schedule must indicate
deadline for the specifications, the quotations or bids, the delivery, and the
payment.
3. Request for budget and have your list of items approved.
4. Prepare the criteria for selection. For example, the criteria for event venue
selection may include: (a) facility cleanliness and maintenance, (b) ease of
communication with the venue coordinator, (c) availability of space, (d)

availability of lighting and equipment, and (e) quality of food and beverage.
These five items refer to the technical specifications, and the cost refers to the
financial offer. Some event organizers put more weight on the technical qualities
than on the cost.
5. Announce your requirement in sending out the RFQ or the ITB. This is in a letter
format indicating the specifications and/or the TOR which you prepared earlier.
It must also contain the schedule, especially the deadline for submitting
quotations and the target date of delivery.
6. Evaluate the bids/quotations using the criteria you prepared.
7. Respond to all bidders. Turn down those bid that were not chosen and sign a
contract with the winner.
8. Make sure that the deliveries are made on time and according to the
specifications/TOR.
9. Pay the supplier according to your agreed terms.
10. Evaluate the supplier and take note of the good performers so that you can ask
them to supply you again at your next event.
ASSOCIATIONS AS REGULATORY BODIES
Some associations regulate the staging of some events in order to maintain

certain standards. They likewise do studies and train their members to improve the
service that the members deliver. Here are some examples of these associations:
Union de Faire Internationales (UFI)

• Established in the late 1960’s, is an international network representing 248 member
organizations-composed of 200 exhibition organizers and venue owners and 48
associations of trade show partners from 74 countries.
• Since it was founded, UFI has been conducting educational seminars on different
topics. It has also been conducting surveys and studies on subjects of common
interest for its members and for industry professionals, such as marketing trends
and new exhibition technologies.
• Accredits and helps promote shows staged by its members, as it advocates the
effectiveness of trade shows as a marketing tool.
Bureau of International Expositions (BIE)

• Governs the staging of World Expositions (Expos or World Fairs). It was established
by an international convention signed in Paris on November 22, 1928, with the
following goals: (1) to oversee the calendar, bidding, selection, and implementation
of World Expositions; and (2) to establish a framework allowing countries to
cooperate under the best conditions as organizers of expositions or as participants
through national pavilions.
• The BIE regulates two types of expositions: (1) Registered Exhibitions which are
commonly called Universal Expositions; and (2) Recognized Exhibitions which are
commonly called International or Specialized Expositions, and are generally smaller
than registered expos.

CONVENTION AND VISITORS BUREAUS
Convention and Visitors Bureaus (CVBs)
• Also known as conference and/or tourism boards in many countries
• Primarily non-profit, usually membership organizations representing a specific
destination and assisting in its strategic development. A destination promoted by a
CVB can be a country, a state, or a city.
• It is the CVB’s responsibility to encourage local associations to host international
events and to undertake overseas marketing activities directed at international
associations, corporate executives, and event managers.
• Serves as the official contact point for event managers, tour operators, and
individual visitors; they can provide comprehensive, up-to-date, and unbiased
information on the destination they represent.
THE GOVERNMENT’S ROLE IN THE EVENTS INDUSTRY

▪ World Bank (1991) defined governance as the exercise of political authority and the
use of institutional resources to manage society’s problems and affairs. Government
plays important roles in the events industry, such as: development of needed
infrastructure, particularly relating to access; peace and order; creation of policies
and incentives; and destination management services.
▪ It is only the government which can efficiently develop roads, bridges, long and
commuter train lines, ports and airports, which are infrastructure necessary to bring
event attendees to the venue.
▪ Government agencies like the Philippine National Police maintain peace and order,
while the Department of Tourism promotes the Philippines as a MICE destination.
▪ The government also creates policies and incentives to encourage organizers to hold
big events at a particular country or city.
Guided Practice
A. Rank the following event venues in Manila according to the size of their largest
meeting space (excluding tents,) 1 being the biggest
_____ PICC
_____ WTC
_____ SMX
_____ Edsa Shangri-la Hotel
_____ Sofitel Philippines Plaza
B. What do the following acronym stand for?
MICE -
PCO -

PICC -
WTC -
IATA -
Performance Test
A. Discussion Questions
1. Why should associations regulate the staging of events?
2. Discuss the Difference between a convention center and a conference center.
3. What are the benefits of being accredited by industry associations?
4. In your own words, explain why the industry needs regulators.
Features 4 3 2 1

and well-organized
meaning
B. Organizing and Facilitating a Webinar
The class shall be divided into 2 groups. Each group must organize and facilitate a
webinar. In order to achieve this, proper planning should be made and assigning
task to each member is a must. Two weeks shall be given to each group to properly
organize and facilitate the webinar. After the webinar, a portfolio must be submitted
by the group.
References
Rodolfa, B. Jr. (2012). Events Management (Guide for Tourism, Hospitality, and Business
Professionals), Mindshapers Co., Inc.
Romero, E. A. (2011). Events Management Handbook, Rex Bookstore, Inc.
Romero, E. A. (2015). Events Management, Second Edition, Rex Bookstore, Inc.
McCartney, G. (2010). Events Management An Asian Perspective, Mc Graw Hill
Van der Wagen, L. White, L. (2012). Event Management: for Tourism, Cultural, Business
and Sporting Events, Pearson Education South Asia Pte. Ltd.
Walker, J. (2009). Introduction to Hospitality Management, Vista Int’l Pub.

Managing Events from Start to Finish

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INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS

YOUR ROLE AS A MANAGER OF EVENT

In every organization, a leader is important in order to facilitate the objectives of

Lesson Preparation/ Review/Preview

Concept Notes Presentation

THE EVENT MANAGER

The following are the usual tasks of an event manager:

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

These are the following:

1. You must know your team

2. Satisfy their physiological needs

3. Make sure to fulfill their safety needs

4. Make sure that they belong within the group

5. Make sure to recognize your team

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

6. Give back to their efforts

IDENTIFYING THE PLAYERS IN EVENT MANAGEMENT

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

KNOWING THE INDUSTRY AND COMPETITORS

▪ Networking with friends and colleagues

REVIEWING ETHICAL CONCERNS AND ISSUES

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

KNOWING HOW TO CREATE A CHECKLIST FOR AN EVENT

Event Planning Checklist

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

Hold underwriting or preview party to coincide with mailing of invitations;

Meet with all committees for last-minute

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

Day Before Event

______ ______ Arrive early (with your change of clothes)

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

Rubrics for the Essay Part

Expert Accomplished Capable Beginner

1. Identify and explain your role as event manager.

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

Lesson Preparation/ Review/Preview

Concept Notes Presentation

WHERE TO GET THE RIGHT INFORMATION

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

WHAT TO KNOW FROM THE PROSPECT

2. The WHO question

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

WHAT OTHER INFORMATION TO ASK

DEALING WITH EVENT OBJECTIVES

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

Very Good Good Poor

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

STUDENT RAVE PARTY

RUBRICS FOR CASE STUDY

Expert Accomplished Capable Beginner

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

Lesson Preparation/ Review/Preview

Concept Notes Presentation

HOW TO DEVELOP THE CONCEPT

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

HOW TO ANALYZE THE EVENT CONCEPT

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

Arrive early (with your change of clothes)