UNIT OF COMPETENCY: DEVELOP AND UPDATE MICE AND EVENT

INDUSTRY KNOWLEDGE
_________________________________________________________________

CHAPTER I: MEETINGS, INCENTIVE TRAVEL, CONVENTIONS, EXHIBITIONS AND EVENTS

MANAGEMENT: A PERSPECTIVE

Learning Objectives:
1. Define the domains of MICE/Events Management 2. Explain the significance of MICE/Events in the Tourism
Industry 3. Identify the development of MICE in the Philippines

INTRODUCTION:

MICE, an acronym for Meetings, Incentive Travel, Conventions and Exhibitions/Events Management, an increasingly
sought-after and competitive high-yield tourism segment and has resulted in a growing number of meeting,
convention and event venues in Asia. MICE and Events have the opportunity of being more sustainable for the
destination due to its lesser reliance on mass tourism appeal and greater number of visitors passing through boarders.
MICE also offer the destination an opportunity to upgrade infrastructure and facilities. A major consideration is
enhancing destination image perceptions to attract regional and global travelers and investment.

Elsewhere in the globe the terminology is termed “business tourism” or “executive travel”. This is a sector within
the hospitality industry aimed at assembling groups of people within a common venue or setting for a common
purpose or set of objectives.

MICE COMPONENTS……………………………………………………………………………………………………………………

MEETING - Depending on the purpose of the meeting. It can be a standalone one or form
part of the convention or exhibition programme. Common to all meetings is a transfer of
knowledge, skills and experience as well as the opportunity for people to gather for debate
and discussion.

- Meeting have been taking place since ancient times. The Latin word “conventiculum” was
used to mean ‘a coming together, an assembly or a place of meeting’.
- Category of Meetings:
 o Symposium – formal meeting, normally scientific in nature. Presentations are
delivered through panel of experts of individual invited guest speakers.
o Seminars – involves greater delegate participation and discussion. Generally
implies a smaller meeting where knowledge can be transferred.
o Workshop – comprises a large degree of small-group interaction and sharing of
knowledge, skills and experience. The groups may have facilitator to guide through
specific problems and issues perhaps connected to a conference theme. o Forum
– this where a moderator and a panel of experts, perhaps with opposing views,
discuss and debate on a particular problem or issue. The panel usually comprises
about 2 or 4 experts to allow adequate viewpoints within certain time constraints.
Panel members also participate in a question-and –answer session.
o Retreat – gathering of a small group of participants, usually in a remote location. A
retreat is intended as a getaway with no distractions so that participants can focus
on a particular issue. o Clinics – offers specific training on a particular issue to the
small group. Workshop – type educational experience where attendees learn by
doing.
o Lecture – informative and instructional speech.

INCENTIVE TRAVEL - This is a travel reward program. It can be sponsored by a company either fully or partially as a
motivational tool to recognize leading company producers and achievers. The travel
programme should not be an ‘off-the-shelf’ or an every- day tour package. Companies
specializing in this are often called incentive travel houses.

- Incentive travel can be a part of an overall corporate development strategy that is

designed to bring the capabilities out of the employees.
- For those on an incentive trip, there can be a blurring between whether it is ‘business’ or
‘leisure’ travel. The incentive could start with the conference format. Later the delegates
could go to various historical sites or have a memorable dinner or cocktail reception. These
could classified as leisure activities.
CONCLAVE - Gathering of a group with shared or special interests. Traditionally refers to
meetings of a confidential or secret nature with restricted or limited
participation. From the Latin for “with key”, referring to a historical practice of
sequestering participants.

CONFERENCE - This is trade, technical, educational and scientific meeting. It can vary in size and
frequency, from small gathering of associations to a large international
conference of various organizations. There is a greater discussion on
developments in the particular industry. Breakout sessions may be involved to
examine industry problems and suggest solutions.

- Conference can involve multiple activities and collaboration efforts. Usually starting with a
plenary session or mass gathering for a welcome address, the conference can be in several
formats such as workshops, breakout sessions or seminar. Different dinning formats can
be arranged onsite or offsite.

- Social programmes are an important feature and attraction at conferences as they provide
opportunities for relaxation and informal networking. These are normally scheduled in the
evenings, or before or after the conference.

SUMMIT - A conference or meeting of high leaders usually called to shape a program of

action.

CONGRESS - The term ‘Congress’ is often and is similar to ‘conference’. In USA, the word
‘congress’ has political meaning referring to its Government’s legislative body.
 - The term for a formal meeting of the representatives of different nations, constituent
states (political meaning), independent organizations (such as trade unions), or groups.
CONVENTION - Used to cover wide range of issues and topics. Is a group of delegates or
members who assemble to accomplish a specific goal. The goal may be civil,
social, political, goals. Convention gatherings can range in size from 200 to
10,000 attendees.

ASSEMBLY - A general or formal meeting of an organization attended by representative of its

membership for the purpose of deciding legislative direction, policy matters, the
election of internal committees, approval of balance sheet and so on.

EXHIBITION also known EXPOSITION (larger scale) -

.
- At which products, services or promotional materials are displayed to attendees visiting
exhibits on the show floor. These focus primarily on business to business relationships.

Types

- Trade show or trade fair is targeted specific clientele or members of a

common or related industry and could be closed to the public completely or
initially.

- Public or Consumer show is open to the public that are offered mostly for
the purpose of direct sales or promotion to end users.

FAIR - coincide in a public celebration, commercial or civic activities, fair is defined

as occasional meeting of buyers and sellers specifically to trade.

PARADE - a moving pageant including floats, bands, individual entertainers and

dignitaries.
EVENTS AND EVENT MANAGEMENT ………………………………………………………………………………………………………

Event comes from the Latin word “e-venire”, which means “outcome” that why it is commonly understood as an
occurrence; something that happens. The outcome could be planned and unplanned.

Special Event is defined as “a unique moment in time celebrated with ceremony and ritual to satisfy specific needs”
according to the Guru of Events Management Dr. Joe Goldblatt.

Events Management is a process.

RESEARCH

EVALUATION DESIGN

COORDINATING PLANNING

Types of events. Events can be classified according to the following:

1. According to purpose – The C’s of events

2. According to the number of participants
3. According to frequency
4. According to impact

-According to Purpose – The C’s of events-

This event is classified to brings people together to CELEBRATE life milestone and accomplishments, and to perform
rituals or ceremonies as required by religion, culture or society.
CELEBRATION from the Latin word “celebro”, meaning ‘to honor”.
Occasion to honor are life-cycle events (from basket to casket); religious ritual; commemorative ceremonies; and socio-
civic activities.

Events that bring people together to COMMUNE and strengthen bonds of friendship and restore relationship. Example
of these events are Class reunion; family reunion and hallmark events.
 CONVENE are events that bring people together to share and pass on knowledge among peers and colleagues. Main
purpose is to educate, example of this event is meeting, conference and convention.
Edutainment result from the use of entertainment devices to present educational concept.

Events that bring people together to market and promote product offerings is for COMMERCE. Product launches,
exhibits, trade shows, product demonstration and retail events are just example of this event.

-According
MEGA EVE NTSto -number of participants-
Are events which are expressly targeted at the
Events may range from few participants to a multitude
international scalemarket
tourism of participants.
and may Participations may be as
be suitably described differed according to
events. Wrathall and“mega” by the
Gee (2011) virtue
events of their size
according in terms size
to audience of attendance , target
can be classify as:
market, level of public financial involvement, political effects,
extent of television coverage, construction of facilities and impact
on economic and social fabric of the host community . Example:
Olympic and FIFA World Cup.

HALLMARK - Refers to those events that become so identified

with the spirit or ethos of a town, city or region that they become
synonymous with the name of the place and gain widespread
recognition and awareness.

MAJOR EVENTS– Has a capable to attract large number of visitors to the locale thus
attracting media coverage and has an economic benefit.
LOCAL/COMMUNITY/MINOR EVENTS – Targeted mainly local audiences and may appeal to local communities or a
selected group of people.

-According to Frequency-
Events that is based on the number of occurrences. This may go to quadrennial, triennial, biennial, yearly or
annually, semestral, quarterly and monthly occasions, or even an event that is held on “NEED TO” basis.

-According to Impact-
Evens that leave an impact in the minds of the audience or participants. These impacts maybe emotional, spiritual,
cultural, social, educational and economic.

ECONOMIC SIGNIFICANCE OF MICE/EVENTS…………………………………………………………………………………………

The MICE and Events industry indeed contributes greatly to a country’s economic development, especially for
countries with MICE and Events that attract international visitors.

To analyze the impact of tourism, a multiplier is used as the basis for results.
 MULTIPLIER EFFECT – is a direct economic impact, which is equivalent to the “new” money that visitor or outsiders
bring and this money is circulated through spending in the local economy.

Tourist expenditure is translated to income by direct suppliers. Then these suppliers can either spend the
money or save it. This process of income and expense continues until the additional income generated by a new
spending essentially becomes zero.
Multiplier Effect: How Tourism Spending Flows into the Economy (United Nations World Tourism
Organization, 1982)

TRAVELLERS SPEND FOR ULTIMATE BENEFICIARIES

TRAVEL ENTERPRISES
SPEND FOR
Accountants
Appliances store
Lodging Wages & salaries
Architects
Food Tips & gratuities
Attorneys
Payroll taxes
Beverages Automobile factory
Commissions
Clothing Bakers
Music and entertainment
Gift & Souvenirs Bank workers
Administrative & general
expenses Butcher
Photography
Beach accessories
Personal Care, drugs & Professional Services Carpenters
Purchase of
cosmetics Cashiers
Beverages
Internal Transportation Purchase of goods sold Charities
Tours & Sightseeing Purchase of materials & Cinemas
supplies Fisherman’s
Miscellaneous Repair and Maintenance Engineers
Advertising, Farmers
publicity Freight Forward
promotions Giftshops
Utilities Government
Transportation Health
Licenses Utilities
Insurance premiums Roads & railroads
Rental of premises and Education
equipment Resorts
Interest & principal
Restaurants
payments of barrowed funds Wholesale establishment
Replacement ETC.
Income & other taxes
 Leakages of import
Leakages of import
content
content

Life Cycle of Events

As it has a dynamic nature, every event will evolve, adapt and change over time, influenced by various external and
internal factors. This changing trend tracking an event’s life span is known as an event LIFE CYCLE.

Like aproduct or service life cycle, event can be envisaged as having a similar life cycle trajectory. An
event must be planned and managed through this process and life cycle.
From the initial research and development of an event concept, the event life cycle goes through the stage of
introduction, growth, maturity and possible decline. If event decline is identified in time, options to sustain or
rejuvenate the event can take place, should that be the intention.

Impact of MICE

All MICE events produce impacts, both positive and negative, which it is the task to assess and balance.
 • Social and cultural impacts may involve a shared experience, and may give rise to local pride, validation or the
widening of cultural horizons. However, social problems rising from events may result in social dislocation if
not properly managed.

• Political impacts have long been recognized by governments, and often include increased profile and benefits
to the host community. However, it is important that events fulfil the wider community agenda. Governments
are attracted to MICE events because of the economic benefits, job creation and tourism that they can
provide.

• Environmental impacts There is a trend internationally to use environmentally friendly practices within the
convention and meeting industry. Convention organizers and tourism organizations have formulated green
policies and identified criteria and ratings of “green” convention cities
and destinations. Programs have been put into place to manage the effects on the environment, including
waste recycling, reducing the consumption of water, electricity and heat, water recycling and the
rationalization of air-conditioning and lighting.

Traditionally the convention and meeting industry has been a large consumer of paper and paper products in
the form of printed conference materials, non-reusable convention and exhibition materials, disposable cups
and plates and so on.

As a result, more “green” meetings are taking place and eco policies are being put into operation.

• Technological impacts The industry has gladly accepted and embraced new technology, and the impact has
been felt not only in the area of the equipment used to present conference data and information, but also in
the provision of different styles of conferences through the use of video conferencing facilities. Software
systems for both conference organizers and venues and exhibition organizers are now available.

• Economic impacts serve as catalysts for urban renewal, and for the creation of new tourism infrastructure that
bring economic benefits to their communities, but governments need to weigh these benefits against costs
when deciding how to allocate resources.

Benefits and Challenges of MICE

1. Regional and international exposure through an enhanced tourist destination image. Being labelled as
business or meeting location generally creates more positive travel and trade image impressions. The publicity
and media attention generated by MICE can also cut through the traditional destination advertising and
marketing clutter.

2. Exchange of ideas and knowledge sharing. Greater cooperation among those involved in the convention can
lead to more innovation.

3. Business Networking. It can be used as a marketing tool to stimulate future business links and trade.
 4. Possibility of leisure tourism. Delegate may undertake leisure pursuits over the days of the meeting. If he or
she finds the destination attractive, this could stimulate a repeat visit with family and friends. This factor may
lead to greater returns over other form of tourism.

5. Access to new technology and upgrading of local travel services. High-tech communications systems are now
considered the norm at conventions and exhibitions.

6. Local skilled employment. The demand for more facilities and services in turn creates a greater need for
professionally trained workforce in the various skills and knowledge needed in planning and managing MICE.

DEVELOPMENT OF MICE IN THE PHILIPPINES……………………………………………………………………………………………

MICE in the Philippines can trace its roots to the Philippine Tourist and Travel Association. Established in 1950, it
started as private initiative to promote the Philippines as a tourist destination.

1972, President Ferdinand Marcos signed PD No. 1. This led to the establishment of the Department of Trade and
Tourism and the creation of the Philippine Tourism Commission.

One year after, the Department of Tourism became an independent body. It was later rename the Ministry of
Tourism accordance with the amendments to the 1973 Constitution.

The development of the Philippine convention industry became official government policy in 1976, a milestone
year that marked the establishment of Southeast Asia’s first full-fledged convention center, the Philippine
International Convention Center (PICC); and the creation of the Philippine Convention Bureau (PCB) as a
government corporation dedicated to the promotion of Philippines as a meetings and convention destination. That
same year, the Philippines successfully played host to the International Monetary Fund - World Bank Joint
Conference that signaled the entry of the Philippines into the world conventions market.

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

The Philippine Convention Bureau (PCB) was later reorganized in 1987 to become the Philippine Convention
and Visitors Corporation (PCVC), now known as Tourism Promotions Board (TPB), under the RA 9593 - Tourism Act
of 2009, in response to market developments which embraced the new, more specialized, and quality-oriented
Incentive Travel Industry. In recent years, the meetings, conventions, and incentive travel industry evolved into an
even wider representation of several specialized sector of tourism to encompass exhibition and events. The
convention industry now became known by the acronym: MICE, which stands for Meetings, Incentives, Conventions
and Exhibitions/Events.

DEPARTMENT OF TOURISM ATTACHED AGENCIES

Under the Tourism Act of 2009, there are eight (8) attached agencies, namely:
1. Tourism Promotion Board (TPB)
The Tourism Promotions Board (TPB) is a corporate body attached to the
Philippine Department of Tourism (PDOT) that is responsible for marketing and
promoting the Philippines as a global tourism destination. Specifically, it shall
market the Philippines as a major convention destination in Asia, taking charge of
attracting, promoting, facilitating, and servicing large-scale events, international
fairs and conventions, congresses, sports competitions, expositions and the like.

It’s Conventions and Incentive Travel (CIT) Unit in particular, provides comprehensive information, technical
assistance and guidance to planners, organizers, association and corporate executives, government and non-
government institutions, and other entities who seek an ideal venue for their meetings, incentive travel groups,
conventions, exhibitions and events.

The TPB offers its experience and expertise through the following wide range of services and business solutions to
convention and meeting planners and incentive travel organizers:

1. SALES AND PROMOTIONS

Aggressive Philippine participation in MICE-specific international trade shows and expositions, the conduct of
sales missions abroad; and the organization of regular MICE Buyer Invitational Programs to the Philippines.
2. BID PREPARATION
Matching international account leads with local counterparts with the potential to bid; technical assistance in
the planning, preparation, and submission of Philippine Bid Proposals; active assistance in soliciting
multisectoral support and in drawing up a total package of benefits and privileges for Bid Presentions before
international decision making Boards and entities.
3. LIAISON SERVICES
Coordination between the international Host Committee and the Local Counterpart Organization; assistance in
matching the international organization’s requirements with suitable Philippine facilities and services; locating
and endorsing PDOT/TPB-accredited and professional MICE suppliers; and in liaising with government and other
relevant local entities for necessary permits, endorsements and authorities.
4. PROMOTIONAL MATERIAL SUPPORT
Provision of an adequate supply of specialized information materials on the Philippines as an ideal destination
for MICE groups, marketing paraphernalia like audio visual presentations,
Delegates’ bags and kits, giveaways, specially printed materials and other materials as required.
5. TECHNICAL VISITS
Coordination and organization of technical visits of international MICE Clients in relation to a bid or a
hosted/booked MICE account.
6. ATTENDANCE PROMOTION
Assistance in promoting attendance to booked events through its network of foreign and domestic offices.
7. Airport Reception
Facilitate the arrival of incentive groups, convention and exhibition participants and other guest coordinate with
the agency at the airport.
2. Tourism Infrastructure and Enterprise Zone Authority (TIEZA)

Formerly known as the Philippine Tourism Authority, TIEZA is mandated to designate, regulate and supervise
tourism enterprise zones (TEZs) as well as develop, manage and supervise tourism projects in the country.

The act also establishes ”tourism enterprise zones” in strategic areas, including Cebu, Davao, Bohol, Laguna,
Cavite, Boracay, Palawan, and Iloilo, to lure
foreign investors and tourists to visit places rich in history and culture.

3. Duty Free Philippines Corporation

(DFPC)

Mandated to operate the duty and tax free merchandising system in the country.

4. Ntramuros Administration
(IA)

Shall responsible for the orderly restoration and development of Intramuros as a

monument to the Hispanic period of the Philippine history.

5. National Parks Development Committee

(NPDC)

Luneta Park, Paco Park and Pook ni Mariang Makiling.

Its major thrusts and programs are to:

1. Perform general maintenance work, preservation and beautification of assigned parks.

2. Rehabilitate and develop assigned parks
3. Promote recreational, socio-cultural and educational programs and activities
4. Conduct marketing activities
5. Augment the present security force of the agency

6. Nayong Pilipino FOUNDATION

 Nayong Pilipino or the “Philippine Village” was conceived by former First Lady
Imelda R. Marcos and her committees of Filipino planners and architects to promote
Philippine art and culture. The site of the original Nayong Pilipino was located in MIA
Road, Pasay City,
adjacent to the airport complex.
Nayong Pilipino Foundation (NPF) was initially registered with the Securities and Exchange Commission (SEC) on 21
May 1969 as a non-stock, non-profit institution, and on 6 November 1972, was formalized as a government-owned and
controlled corporation (GOCC) by virtue of Presidential Decree (P.D.) No. 37. Subsequently, on 16 December 1991
under Executive Order (E.O.) No. 497, NPF was made an attached agency of the Department of Tourism (DOT) or policy
coordination.
Pasay Park operations ceased in 2002 while Nayong Pilipino sa Clark Expo, established at the Clark Expo Site in
2006 made NPF its manager and operator.
In 2007, E.O. 615 mandated the transfer of the Pasay park to the 15-hectare property of the Philippine
Reclamation Authority area in Parañaque, and the transfer of the 15 hectares of the Nayong Pilipino Foundation
property to the Philippine Reclamation Authority. E.O. 58 followed this in 2011, instructing NPF to transfer its
remaining 22.3 hectares in Pasay City to the Manila International Airport Authority.
At present, parks in operation under the foundation are Nayong Pilipino Clark Expo and Nayong Pilipino Rizal Park,
formerly the Orchidarium, now used as an interim head office facility. 7. Philippine Retirement Authority (PRA)

The Philippine Retirement Authority (PRA) is a government owned and controlled

corporation established in 1985, under Executive Order 1037. Its vision is to make the
Philippines a globally competitive and preferred retirement destination in Asia. And its mission
is to provide excellent and world class services centered towards customer-valued quality of life
that is easy, pleasant and beneficial to foreign retirees and global Filipinos, as a channel of
accelerating
the socio-economic development of the country.

8. Philippine Commission on Sports Scuba Diving

Which shall undertake measures to provide the standard basic dive rules to all levels or kinds of
divers, regulate scuba sports and technical diving in the country and ensure the safety of the
sport through the formulation of policies pursuant thereto, in coordination with the Office of
Tourism Standards and Regulations, including the regulation of the accredited scuba sports and
technical diving establishments.

DEPARTMENT OF TOURISM MICE STRATEGY

To improve the tourism competitiveness of the Philippines, the strategy of the DOT is to position the Philippines as a
destination and venue for major events and encourage private sector investment.

1. Position the Philippines as a preferred MICE venue

The National Tourism Development Plan will detail strategies in tourism investment, access, product development and
promotion, among others. The plan, which covers the year 2011-2016, will serve as a strategic framework for national
and local initiatives in tourism, and follows the previous 20year tourism master plan for 1991-2010. The infrastructure,
investment and marketing components are expected to help reposition the Philippines as a preferred MICE
destination.

DOT will heighten efforts to capture more of the MICE market in the next five (5) years by highlighting gains in
business, infrastructure and tour operations.

2. Encourage Investment in Accommodation Facilities, Convention Centers and Airports

The MICE sector received a significant boost in 2010 with the rise of several new large – scale accommodation
facilities. The new investment being pumped into Philippines tourism definitely intensifies the campaign of the
Department of Tourism that aims to push the re-entry of the Philippines into the world MICE Market.

DOT will look to Public-Private Partnership (PPP) initiatives in developing airports servicing key destinations such as
Boracay and Cebu. These are to complement expected increases in the number of hotel and resort rooms there, with
several projects scheduled for completion.

TOPIC 2: DEVELOPMENT OF MICE IN THE PHILIPPINES

1950- It started as private initiative to promote the Philippines as a tourist destination, Philippine Tourist and Travel
Association
1972- President Ferdinand Marcos signed PD No. 1 this led to the establishment of the department of trade and
tourism and the creation of the Philippines Tourism Commission.
1973- it was later rename the Ministry of Tourism accordance with the amendments to the 1973 constitution.
1976- The development of the Philippine Convention industry became official government policy, a milestone year that
marked the establishment of southeast Asia’s first full-fledged convention center, the Philippine International
Convention Center (PICC) and the creation of the Philippine Convention Bureau (PCB) as a government corporation
dedicated to the promotion of Philippines as a meetings, and convention destination. That same year, the Philippines
successfully played host to the International Monetary Fund-World bank Joint conference that signed the entry of the
Philippines into the world convention market.
1987- The Philippine Convention Bureau (PCB) was later reorganized to become the Philippine Convention and Visitors
corporations (PCVC)
2009- Tourism Promotion Board (TPB), under the RA-9593 – Tourism act of 2009. In response to market developments
which embraced the new more specialized and quality-oriented incentive travel industry.

MICE STRATEGY- to improve the tourism competitiveness of the Philippines, the strategy of the DOT is to position the
Philippines as a destination and venue for major events and encourage private sector investment.
 1. Position the Philippines as preferred MICE venue
2. Encourage Investment in Accommodation Facilities, Convention Centers and Airports.
Secretary of DOT- Bernadette Romulo-Puyat
DOT Agencies under the tourism of 2009 there are 8 attached agencies;
1. TPB Philippines
2. Tieza
3. Duty Free Philippines
4. Intramuros Administration
5. National parks development committee
6. Nayong Pilipino
7. Philippine retirement authority
8. Philippine commission on sports scuba diving

WEEK 4 and week 5

UNIT OF COMPETENCY: MANAGE STAKEHOLDERS
AND PARTNERSHIP

CHAPTER II: MICE / EVENT STAKEHOLDERS AND PARTNERSHIP

Learning Objectives:
1. Identify the market of MICE/Event
2. Examine the role of each stakeholders and partners
3. Explain the role of MICE Organization/Event Team

INTRODUCTION:

All different groups of people involve in the planning and staging of an event. Dealing with so many
event stakeholders can be complex and time-consuming task. The event organizer needs to
communicate effectively as reaching a consensus with stakeholders within the given time frame
essentials for keeping the event on track and on budget.

Stakeholders are the entities who are involved with the MICE/Events. The level of influence on the MICE
will depend on such factors as:
 Motives (financial, emotional, political, or social)
 Power and Authority
 Resources
 Degree of involvement

Each stakeholder controls resources, such as knowledge, expertise, constituency and capital, but on
their own they are unlikely to posses all the resources necessary to achieve their objectives and to plan
effectively for their future in relation to a significant tourism and development issue. (Bramwell and
Lane, 2000)

Partnership formed among the stakeholders could be through a mix public and private involvement.
The principal stakeholders can be categorized as:

 CLIENTS – are the source of revenue of the event, they are the buyer who gives the final
approval to host events and the main celebrator. The segment of clients are Individuals
and Families, organizations and public sector.

1. Individuals and Families are typical prospects for life-cycle events. These clients
normally hold parties to celebrate and to commune and rekindle relationships.
Even wakes and funerals are now well orchestrated events.

2. Organizations – are typical prospects for events to convene and for

commerce, commonly referred to be a corporate event. They compose the
market for meetings, seminars, conferences, conventions, product launches,
bazaars,
 selling events, sales promotion activities, incentive trips and recreational
activities.
This segment can be further divided into:

1. Companies and Business establishments - These firms can either be

sole proprietorship, partnerships or corporations whose main
business can be retail, manufacturing or service. Events of these
firms are part of the operating calendar or in response to the
demand for their products or even to help to achieve the corporate
objectives and support the management functions.

2. Association and organizations – of people that have a common

interest or purpose.

a. Trade Association – which are made up of individuals and

corporations that operate within an industry, or are
bound similar business concern;
b. Professional Associations – are formed by individuals in
a common or affiliated profession.
c. Non-profit Organizations – these are buyers from non-profit
sector, referred as the SMERF – social, military, educational,
religious and fraternal.

3. Public Sector – this represent a broad cross-section of buyers, from

government institutions and agencies, to local government unit
who host civic events.

 INDEPENDENT ORGANIZERS

MICE / Event is a complex, time consuming job requiring the skills of a professional.
It is recommended that the local host association employs the services of a PCO – Professional
Congress/ Convention Organizer from the earliest stages of organization, even before the
operating committees are formed.

PCO - PROFESSIONAL CONGRESS/CONVENTION/CONEFERENCE ORGANIZER

Any person whose principal activity is to organize, promote, manage, and /or arrange meetings
or conventions for a fee or lawful consideration.

They become the intermediary between the original planners of the convention (client
organization), the provider of the venue and facilities’, the various suppliers and the actual
delegates to ensure that the convention or meetings is a success.

They act as a liaison. plan, manage, and execute events. They coordinate with product supplier
and service providers to ensure the achievement of event objectives. They conceptualized the
event, rent venues, hire suppliers, execute the strategy and manage the risks to achieve the
event objectives.
 US Professional Licenses in MICE events.
o CMP – Certified Meeting Professional
o CSEP – Certified Special Events Professional
o CTSM Certified Trade Show Marketer

In the Philippines, people engaging in MICE and Events are highly encouraged to become a
competent tourism professional through national certification. The Technical Education and
Skills Development Authority (TESDA), the government agency tasked to manage and supervise
technical education and skills development in the Philippines, has defined competencies for
person seeking to be hired as Events Coordinator, Conference Coordinator of Function
Coordinator, Events Management Services NC III.

 INTERMEDIARIES – acts as catalyst bringing together the buyers and suppliers together for a
unified program for a specific destination such as Convention Visitor Bureaus and Destination
Management Companies.

- Convention Visitor Bureaus – This is often a partnership between the

government and the hospitality and tourism industry. Its main role is to
market a destination an attractive venue for MICE and provide service
support to both event planners and industry suppliers.

- Destination Management Companies – They act as local experts for the

destination. Thus, their recommendations provide you with valuable inputs
you may not receive elsewhere.
DMC offer the following services:
o Creative proposal for special events
o Guest tours
o VIP amenities and transportation
o Shuttle Services
o Staffing within MICE events.
o Team Building Activities
o Onsite Registration, etc

 SUPPLIERS – represent the different specialist – organization or individuals that provides

support products and services to organizer. This companies will bring the MICE/Event concept
into a reality. Suppliers also called VENDORS, they include but not limited to , venue,
destinations, audio-visual contractors, graphic designers, telecommunication companies,
transport group, interpreter, resource speakers, caterers, florist, exhibition and stage
contractors and technology providers.

o CONVENTION VENUES
There are many available venues for the MICE/Events. These includes purpose-
built convention centers, exhibition centers and residential venues such as
hotels and special venues .
 The Residential Venues can be classified as resort hotels, central business
district hotels, airport hotels, suburban hotels, boutiques hotels, residential
conference centers, colleges and universities, cruise ships.

The Non-residential venues include purpose-built convention and exhibitions

centers, exhibition halls, theatres, arenas and stadiums. These venues are
designed primarily for conventions and exhibitions and to accommodate large
numbers of people under one roof for combined conventions and exhibitions.

The Special venues include historic buildings, museums, zoos, landmarks and
icons, and sporting venues.

Philippines has played host to several high-profile events. Among the preferred
venues are the PICC-Philippine International Convention Center, WTC – World
Trade Center, CICC – Cebu International Convention Center and SMX
Convention Center.

PHILIPPINE INTERNATIONAL CONVENTION CENTER (PICC)

CCP Complex, Roxas Boulevard, Manila, Philippines

An architectural landmark on its own, housing works of various

Filipino master artists in painting, the Philippine International
Convention Center made history as Asia’s first
convention center, setting a trend that led to countries to build
their own.

It provides the perfect venue for every gathering and purpose.

It offers excellent facilities for meetings, conventions, exhibits and special events – a Plenary Hall that
can seat more than 3,500; an elegant Reception Hall, Exhibit Areas and other meeting rooms.

SMX CONVENTION CENTER

The country's newest and largest privately-run exhibition and
convention center, SMX is a world-class venue for
international exhibitions, large-scale local trade events, major
medical and other industry conventions and corporate
functions.

It is an integral part of the Mall of Asia Complex, an innovative

business and leisure park that addresses the needs of every
event organizer. Its proximity to the Mall of Asia integrates
business with recreation, shopping and entertainment.
 With future development plans for hotels and a 12,000-seat Arena, the Mall of Asia Complex is
envisioned to be the "New Convention Destination in Asia."

WORLD TRADE CENTER – MANILA

In the Philippines, World Trade Center Metro Manila is the first
world-class exhibition center which was inaugurated on
November 1996. The first of two exhibition halls cover a total
floor space of 8,300 square meters.

Set to be added to the complex in the near future is another

exhibition hall, a high-rise office/commercial building, as well
as a hotel. It will house the offices and club facilities such as
restaurants, lounges and other amenities.

CEBU INTERNATIONAL CONVENTION CENTER

(CICC)
The Cebu Convention Center (Cebu International
Convention Center, CICC) is a structure built by the
Cebu Provincial Government in time for the 12th
Asean Summit in January 2007 and the 2nd East
Asia Summit.

It is a three-story structure with a gross floor area of 28,000 square meters and situated on 3.8
hectares of land in Mandaue City.

The Cebu Convention Center features an International Media Center, a large Plenary Hall, an Exhibition
Hall, and several Meeting Rooms. The Cebu International Convention Center is an ideal venue for
conventions, meetings, trade shows, business conferences, sports, corporate events, expositions and
other special events.

Iloilo Convention Center

Considered is a state-of-the-art convention venue in Western Visayas, the Iloilo Convention Center is the symbol of Ilonggo passion and
culture. It is built on a 1.7 hectare of lot in Iloilo Business Park designed by Ilonggo architect William Coscolluela. Its exterior fins design is
inspired by Paraw Regatta sailboats and abstract designs of the famous Dinagyang Festival are featured on the glass walls of Iloilo
Convention Center. It is a two-storey structure with a total floor area of 11,832 square meters. The main hall on the ground floor has a
3,700-seat capacity and 500-seat function rooms on the second floor. A rooftop of 1,500 sqm is available for outdoor functions. In 2015,
it became the venue of the Asia Pacific Economic Cooperation (APEC) Ministerial Meetings.
THE MICE ORGANIZATION……………………………………………………………………………………

Organizational structure will depend, not only on your hosting responsibilities and objectives, but on the
association itself: its structure, programs and objectives, the number of members with sufficient
organizational capabilities who are committed to work for the convention.

The general rule is to keep the organization as simple as possible while providing for an adequate
structure to address convention requirements.

Illustration1.

Honorary Chairman

Congress Chairman
Board of Advisers

Finance

Program Secretariat Conference ,

Committee Committee Arrangement
Committee Exhibits

Central
Business Sessions Communication Air Transportation
and Information

Airport Reception
Administrative & facilitation
Opening / Closing Services
Ceremonies

Documentation /
Promotions Printing Accommodations

Physical / Technical Tours and

Arrangements Transportation
Language Services

Registration &
Information Services
Services

Security
The work of one operating committee may be divided into several / other subcommittees, depending on
how elaborate your requirements are.

 HONORARY CHAIRMAN
 Optional position
 This person has sole function of lending prestige to the event.
 Reserved for a high-ranking government dignitary, an authority from the industry, or
professional who commands the respect of a large majority.

 CONGRESS CHAIRMAN
 Appointed and selected by the host committee
 Spearheads the formation of an organizational structure
 Overall in-charge of convention management must have excellent organizational and
leadership skills.
 Has a responsibility to negotiate with the international counterpart association

 BOARD OF ADVISERS
Composed of respected personages with expertise to guide policy decisions or with stature in
the community to open opportunities for convention.

 THE SECRETARIAT
 Responsible for registration, printing and documentation, and language services.
 Serve as clearing house for all conference information and disseminating pertinent information
to all concerned parties to facilitate necessary action.
 Coordinating the various committee's undertaking and works very closely with the Congress
Chairman.

FUNCTIONS:
 Central Communication and Information
Serves as link with the international association. Centralizing communication with the
secretariat avoids confusion and facilitates coordination between the two associations.
Within the host committee, the secretariat also acts as central office to receive and
disseminate all the information to concerned parties/ committees.
 Administrative Services
 Personnel
 Legal Service
 Communication facilities
 Office Management
 Procurement
 Printing and Documentation
It entails major expenses, a substantial portion of which is incurred in the early stages of
congress preparation.

The written documentation of selected business sessions is a standard requirement of

most international conferences. The international contract should guide the Secretariat
regarding the documentation requirements of the congress.
 Language Services

When there is more than one official conference language, the areas of conference
operations that may be affected include printing, promotions, registration, business session
and documentation.

For business sessions, translation may be written or oral. Oral Translation is also known as
INTERPRETATION and may be consecutive (translation is done every few sentences through
the public-address system); or Simultaneous (delegates hear the interpretation through
headsets at the same time that the speaker speaks). Simultaneous interpretation, in
particular, is not only expensive; but has stringent technical requirements as well.

 Registration and Information Services

 Pre-congress
 In registering delegates, the host committee must first check with the
international association if there are prospective congress visitors who
are classified as “restricted nationals”.
 Most conferences computerize their registration operation that link up
with other committees. The computer must be installed as early as
when the registration procedures are just being designed to maximize
its benefits.

 Congress Proper
 At the conference venue, a participant gets his first impression of
conference organization at the registration area. Hence, you must have
adequate and well-trained registration personnel, enough space and the
proper lay-out to affect the smooth flow and control of registration
traffic.

Information desks must be strategically located, not necessarily limited

to the registration area, but spread out in other areas within the
conference venue. They must be manned during conference hours by
well-informed, helpful and courteous staff.

 Conference Evaluation
- To determine their reactions to specific aspects of the conference/convention. The
secretariat must conduct a survey among participants before the end of the
congress to determine their reactions to specific aspects of conference.

The value of surveys to the host association is perhaps limited to generating

information that may guide the future hosting of other international conventions.

However, surveys may be very important for the international association, which
organizes the convention every few years.
 FINANCE

Congress Fund commonly called. One of the first things that your finance committee should do is to
determine the amount and the sources of funds for the congress and when these funds will be available.

Hosting an international convention entails as substantial amount of money. If your convention is

properly managed, you can recover the amount and even make a profit.

Primary source of funds is REGISTRATION FEES.

Additional Funds: Sponsorship, Exhibits, Advertisements, Fund-raising campaigns, Grants, Donations,

Subsidy.

Congress Budget must have to be drastically trimmed down to cover only the barest essentials. An
important guideline is to keep costs to a minimum. The accurate budgeting is dependent upon accurate
information. Each committee must draw up its budget. Committee budget must be reviewed by the
organizing and the finance committee vis-à-vis available funds.

Accurate budgeting is dependent upon accurate information. Every element of congress

organization must be included. To clarify these elements, the committees concerned must prepare the
following:
 Basic / scientific program
 Promotion and marketing strategy
 Outline social program

EARLY NEEDS – you will need a substantial amount of funds at a very early stage, mainly for printing
office supplies, promotional materials, communications and other secretariat expenses.

Few international associations provide seed money, whether from previous convention’s surplus or
from other funds.

Finance Committee is also responsible in identifying the financial objectives of the MICE events. It may
classify into the following:

 Hosted MICE events – maximize the budget to cover all expenses and achieve the
objectives.
 Break-even events – aim to recover all expenses thru revenues generated.
 Profit – oriented events – the objective is to increase revenues to level much higher
than expense.

Expenses in MICE event

o Fixed Expenses – remain constant irrespective of changes in quantity
o Variable Expenses – expenses that vary with changes in quantity.

Final authority over financial matters rest on the Congress Chairman.

 The Finance committee administers the congress funds. It reviews BUDGET Proposals and
subsequent revisions by the different committees and recommends appropriate action to the
Chairman. It must set up a system to ensure adherence to the approval congress budget.

 PROGRAM

The program committee should closely coordinate with the secretariat, which is the entity directly
responsible for the conference programs.

Your responsibility as host committee is largely limited to the provision of meeting rooms, technical and
documentation requirements.

The international association, as a matter of courtesy, usually allows the host country’s special
participation in the business sessions as well as in the opening and closing ceremony.

 PROMOTIONS

Congress promotions are directed towards attracting congress participants and stimulating
support for the congress. All promotional activities must be measured against yard stick since promotion
can be very expensive.

Each congress promotional activity must be:

• Attractive • Cost – effective
• Informative • Timely

Several aspects of promotion require professional handling: advertising, press center operations, the
conduct of press conferences and important presentations before international fora. Unless there is a
qualified association member, or a PCO, to do the job, you may have to hire a consultant to handle the
critical aspects of promotions.

The consultant must be able to address the communication needs, not only of the local but also the
foreign target markets. He must be someone familiar with the technical or specialized filed represented
by the congress.

The main components of a promotional program are:

 Print Materials
 Personal Communications
 Advertising
 Publicity
 Outdoor décor
 Promotional trip
 Direct mail / e-mail
  PHYSICAL AND TECHNICAL ARRANGEMENTS

Two main areas:

1. Physical arrangements – refers to seating arrangement and furnishings inside the
meeting/function rooms as well as in the reception area outside the room. The physical set up
must be conducive to eliciting the results desired from the conference session.
2. Technical provisions – pertains to light, sound and technical aspect for needed equipment for
the convention

 TOURS AND TRANSPORTATION

Tour
It is standard practice for Manila conventions to provide complimentary city tour. You may
include some tours in the registration fees. However, it is always better to have additional optional tours
which participants can pay for separately.

Appoint an official tour operator to prepare pre – and post-convention tour packages.

Ground Tour Transportation

Some conventions require airport-to-hotel transfer and back. But you must always provide
shuttle service between the hotels and the convention venues; and to and from the official social
functions.
Unless, the host, specifically committed complimentary shuttle service
 SOCIALS

Prepares and implements the social program for participants and accompanying persons. It is in
charge of food-and –beverage service; and likewise handles arrangements for conference VIPs.
The social program may consist of functions – either purely with business component, with or without
entertainment – as well as tours, shopping, sports tournament and the likes.

During social functions, you and your host committee officers and staff must remember to play the role
of hosts, looking after the guest’s comfort and enjoyment instead of your own. Remember that the
world-renowned Filipino hospitality is at stake.

 AIRPORT RECEPTION AND FACILITATION

It is customary for the Philippine host association to extend port courtesies to all congress
participants and guests. However review the merits of this practice as it applies to your convention.

It would be helpful to provide identifying markers to your participations and guests in advance to
easily distinguish them from the other arriving passengers.

Develop a master plan that will determine all aspect of airport coordination with concerned
agencies; for regular port courtesies to congress participants; and special facilitation arrangements for
conference VIPs and dignitaries.
Airport reception and facilitation is 100 percent coordination with not one or two, but several
agencies:
 - Department of Foreign Affairs – Visa and protocol arrangement
- Bureau of Immigration – port courtesies such as provision of
special immigration counter
- Department of Finance / Bureau of Customs – port courtesies and
facilitation in custom clearances of congress materials and giveaways.
- Ninoy Aquino International Airport – entry passes, VIP lounge and permits.
- Department of Tourism – lei reception and use of information counters
- Armed Forces of the Philippines – Civil Relations Service – security requirements.

EVENT TEAM………………………………………………………………………………………………………………………………………

It takes people to get the show on the road. It takes people to put plan into action and
deliver that wonderful experience for the audience. It takes team to execute an event.

Break down the event plan into “what to dos” or tasks. This will help you to create your
event team. Such example is illustrated below:

STAGE PRODUCTION / CONCERTS OR OTHER SIMILAR SHOWS FOR ENTERTAINMENT

The following is a list of professional stage personnel that are usually employed for stage
productions or concerts or other similar shows for entertainment.

1. The Director is responsible for creating a coherent and consistent artistic

concept/vision of the presentation.
2. The Assistant Director helps the director in communicating these ideas to the cast and crew.
3. The Stage Manager is the coordinator and organizer of the production. This
person schedules rehearsals and rehearsal venues; records all technical and
blocking information.
4. The Music Director oversees music and the singing part in production.
5. The Technical Director is responsible for all technical aspects of the shows. He/She
schedules
and runs “move”, “put-in”and “strike”.
6. The Set Designer has the most logistical position. He/She draws a design fro the
performance stage that incorporates the requirements of the script, the director,
the music and the choreographer.
7. The Lightning Designer creates the lightning scheme and special effects based on
the requirements of the script and the director.
8. The Costume Designer creates a line of clothing and accessories for the cast.
9. The Property Manager coordinates with the Director and stage manager to figure
out what props are needed.
10. The Sound Designer is in charge of providing all the needed music and sound effects.
11. The Master Carpenter coordinates with the set designer to construct the set
design according to the available budget.
12. The Master Electrician works with the lightning designer
13. The Makeup and Hair Designer is responsible for ensuring that there makeup and
supplies for the show, including any specialty makeup and hair items.