Module 1: What is Event?

➢ Participants of the event and the roles they play

Events-refers to the things around us.
2 Types of Events
1. Ordinary Events- occur naturally in our
environment and in our daily lives.
2. Special Events- many people gather together for
purpose; some people need to travel to
participate, while spend a lot of time and
resources planning for the event and make sure
that everything unfolds as expected.
➢ Place or venue where the event is going to takes
place.
➢ Date and Time of the event
➢ Resources
Contingency is one of the important elements that must
be included in the plan.
-refers to a “PLAN B” to address unforeseen or
unexpected circumstances.
Types of Special Events

Special Events can therefore characterized: Personal Events- organized by friends and family to
celebrate life’s important milestone.
1. Organized for specifies purposes
2. Attended by a number of participants o Birthday parties, weddings, anniversaries, baptism,
3. Held in a specifies, pre-determined place funerals
4. Time bound
Corporate Events- organized to improved productivity
5. Cost a lot of resources
and profitability of the company to the achievement of
Elements of Special Events corporate goals.

1. What are we organizing? o Launchings, sales rallies, trade shows

2. Why are we organizing an event?
Community Events- gatherings of the members of the
3. Who are expected to attend and organize the
community and their guest to commemorate historical
event?
and religious events, promote and streghthen social
4. Where is it going to be held?
bonds.
5. When is it going to be held?
6. How much is it going to cost? o Festivals, school and church events, art exhibits

Therefore;

➢ Type and title of an event

➢ Purpose of holding an event.
Module 2: What is MICE
• Meetings
• Incentives EVENTS
• Conventions
• Exhibitions
Definition and Characteristics
Meeting- refers to the gathering of people to discuss a
set agenda or do a particular activity.
Incentives- is a tool to encourage employees to increase
sales or provide solutions.
-incentive travel therefore means using travel such a
reward for accomplishments such as a reward for
accomplishments such as reaching a sales quota,
winning a competition.
Three confusing C’s
CONGRESS,CONVENTION,CONFERENCE
Congress- is the regular gathering of people who belong
to religious, cultural, professional or other associative
groups.
-this focus on resolving means make the term “congress”
more popular for associates than corporations.
-A congress often last several days.
Convention- used interchangeable with congress, refers
to a large national or international meeting.
-convention is usually held to commemorate an event
milestone for the host organization, it usually held with
regular intervals and it’s staging
-more innovative programs planned to encourage
participants to network and interact
Conference- gathering to exchange views and
consequently, to convey a message, open a debate or
give publicity to some opinions on specific issues.
-aimed to establishing position papers as result of the
exchange views.
Exhibitions- showcases new products, services,
information, or promotional materials mounted for the
purpose of public relations, sales, marketing.
Two types of Exhibitons
1. Consumer Show- a showcase of products that are
offered to the public, mostly for the purpose of
direct sales or promotion to the end of users.
2. Trade Show- for commerce bigger scale. It brings
together industry players, targeting similar markets.
Other terminologies of Exhibitions:
Exhibition Manager- the head organizer or promoter of
an exhibition.
Exhibitor- the company or businessperson who rents the
booth space from the exhibition manager to showcase
the exhibitor’s product
Booth Contractor- subdivides a huge empty exhibit
space into smaller spaces which the exhibitors are going
to rent; the contractor also provides temporary facilities
to exhibitors, such as the shell or walling for the booth,
carpet, table, chairs, signage, lightning, and power
source– for a fee
Raw Exhibition Space- a “raw space” or floor with rough
markings just to indicate the boundaries and size of your
rented space in the exhibition hall.
Shell Exhibition Space- an exhibition space with a white
enclosure called “shell”. The shell gives booths a uniform
look and somehow, makes the ambiance common in all
trade shows.
Exhibitor Manual- a book of instruction and information
for exhibitors regarding the exhibit venue and services
offered by the official booth contractor.
Criteria for Evaluating a MICE Venue
• Cost – a common factor in decision-making. Not
only for event venues. The venue to be selected
must be within the budget of the organizer. Its
payment terms must also match the schedule and
cash flow event
• Convenience – encompasses the availability on
the target date, accessibility, proximity to other
support services, suitability of space to the type of
event, and its safety features. It is an important
factor to consider when selecting the event venue
• Charm – the appeal of a venue or is commonly
known as the “X” factor. It is the thing that
attendees will keep talking about after the event
is over. It can be manifested in the cultural value
of the venue, such as a UNESCO World Heritage
Site, like the San Agustin Church in Intramuros,
Manila. It can also include the brand of the
venue, such as international resort or resort chains.
It can likewise be the charm that appeals
aesthetically to the attendees.
Module 3: BRIEF HISTORY AND DEVELOPMENT OF THE
EVENT INDUSTRY
Exhibitions and Convention
To perspective on how the event industry evolved.
Exhibitions
-The modern-day exhibitions, especially world fairs,
began during the Industrial Revolution around the 19th
century. At these world fairs or expositions, products and
cultures of various countries are showcased for the visitors
to see.
Great Exhibitions
-It was the first world fair of considerable size that held in
London, England in1851. The event was remarkably
peaceful and was a huge success, with 6 million visitors
and 17,000 exhibitors of different nationalities.
Exhibition of the Industry of all Nations
Two years later, the Americans followed suit with their
“Exhibition of the Industry of all Nations” held in New York.
There were over 5,000 exhibitors from 23 countries
showcasing new inventions, such as the telegraph by
Samuel Morse and sewing machines.
EIFFEL TOWER - Unlike the Crystal Palace, the Eiffel Tower,
built for the 1889 Exposition Universelle in Paris, still stands
today.
THE FIRST FERRIS WHEEL - (76 meters in diameter with 36
cars carrying 60 passengers each) was created for the
World Columbian Expo in Chicago in 1893.
THE WORLD’S FAIR 1970
• held on March 15 to September 13, 1970 in Osaka,
Japan was the first world exposition held in Asia.
• There were 32 Japanese pavilions and 95 international
pavilions representing 80 countries
• With the theme “Progress and Harmony of Mankind,’ it
attracted 64 million paying visitors and US$30 million net
profit.
Recent world expos accredited by the Bureau of
International Expositions (BIE) include the:
• World Expo 2005 in Aichi, Japan
• 2008 in Zaragosa, Spain
• 2010 in Shanghai, China
• 2012 in Yeosu, South Korea
• and 2015 in Milan, Italy
• Manila, Philippines won the bid for a BIErecognized
expo in 2002 but was cancelled due to the political
events that occurred around that time.
EXHIBITION
- The greater the exposition, the more potent its
influence is upon the future
- Exhibitions are on a much smaller scale and with
specified focus, such as travel products, agriculture,
construction, medicine, etc.
Meeting and Conventions
- The Congress in Vienna staged I 1814 to 1815, one of
the first international conferences in the world, is said to
be one of worthy size and significance to be considered
the birth of Europe’s convention sector.
- Until the World War I, the Congress served as a venue or
diplomats to meet together to preserve peace.
- Prior to this is the establishment of numerous buildings in
Ancient Rome, such as the Forum, Rostra, and Comitium
- In the United States, the first convention bureau was
established in Detroit in 1895 when a group of
businessmen hired a fulltime salesman to invite
conventions to their city.
- This led to the founding of the International Association
of Convention and Visitors Bureaus (IACVB) in 1914,
which was later renamed to Destination Management
Association International (DMAI). DMAI claim to be the
world’s largest association of convention and visitors
bureaus (CVBs), serving more than 1, 500 individual
members from over 625 destination marketing
organizations in more than 25 countries.
MICE in the Philippines
- Manila became the first international meetings
destination in Southeast Asia when it hosted the
International Monetary Fund (IMF) Meeting in 1976 at the
newly inaugurated Philippine International Convention
Center (PICC).
- Asian Institute of Tourism (AIT)- was established as a
degree-granting unit of the University of the Philippines
System, also in 1976.
- Philippine Convention Bureau (PCB)-was created in the
same year by virtue of Presidential Decree (PD) No. 867.
The PCB was a government agency which was
transformed into a government-owned nonstock, non-
profit corporation two and a half years later under PD
1448.
- In July 1987, PCB was reorganized and renamed
Philippine Convention and Visitors Corporation (PCVC)
through Executive Order (EO) 120A, with EO120
mandating the reorganization of the Department of
Tourism (DOT) to which PCVC was made an attached
agency.
- The word “and visitor” was added to PCVC’s name to
embody its expanded role from an agency in charge of
marketing the Philippines as a MICE destination to
become the marketing arm of the Department of
Tourism.
- With the passage of the Republic Act of 9593 or the
Tourism Act of 2009, PCVC was reorganized and
renamed as the Tourism Promotions Board (TPB).
- Today, although our neighboring Southeast Asian
countries have overtaken us in terms of MICE-related
developments, Philippines MICE professionals are doing
their best to keep the industry afloat. The Tourism Act of
2009 likewise builds on a better environment for public-
private partnerships in tourism
Module 4: Significance of Event Industry
1. It is applicable in our daily lives taught us how to do
budget preparation, time management, risk and crisis
management, and sales and marketing.
2. Gives Valuable Experience in conducting an Event the
way how we planned and implement an event as well
as how we handle the failures, gives the learner a
valuable lesson to make a better and improved
performance of any next MICE Event
3. The future of Mice Professionals some people lives are
dependent on the MICE industry, making their career out
of organizing such event.
1. It plays an Important role in Events Tourism any tourism
activities will lead in promoting one's tourism growth
2. Quantity MICE event attracts guests regardless of the
season
3. Quality MICE attendees spend and use more Tourism
facilities than an ordinary tourist, providing higher
revenue with the same length as the ordinary tourist.
Destination Marketing
Based on Destination Marketing Association International
(DMAI), a MICE attendee spent $290 a day, 47% for
lodging and 28% for food and beverage
Economic impact?
HONG KONG
- The exhibition industry provided 600 full time jobs
- $5.3B direct expenditure in 2012 resulting to $181M taxes
which contributed to its economy's growth
SINGAPORE
- It earned for about $3B in 2012 from MICE.
Poland, Ukraine, and United Kingdom
- The sports event happened in 2012, boosted their
tourism sector.
Multiplier Effect
- a direct economy impact that is equivalent to the
"new" money that visitors or outsiders bring. This money is
circulated in the local economy.
- It is created when different person uses the same
money at the same time.
- It is a series of repeated or multiplied economic
activities.
- More transfer of money means more income resulting to
bigger economy.
Module 5: Who are the Industry Stakeholders
Stakeholders
- refer to the parties who hold a stake or interest in the
particular project or industry.
- they are important in an event planning.
Classified into Four Major Categories
 Professional Congress/Events Organizers (PCO)
 The Community
 Service Suppliers
 Government Offices and Regulatory Bodies
Interrelationship of MICE stakeholders
What is That?
Notice that the PCO has equivalent friction with the
community, regulatory bodies, and suppliers; so do the
regulatory bodies with PCOs, suppliers, and the
community. There is, however, minimal contact between
the community and suppliers within the context of
events, as suppliers pass through PCOs to reach the
community.
Two Types of Event Managers
1. Outsourced Event Managers Event management
companies or individuals (also known as Professional
Congress/Events Organizers or PCOs) that organize
events on a per contact basis on behalf of their clients.
2. In-house Event Managers Positions or departments
within an organization that is not into the business of
event management but requires its own group of event
managers or coordinators
The Community
represents both the target market and the people living
in and around the MICE destination. Residents of MICE
destinations receive the impact of MICE activities, both
positive and negative.
TARGET MARKET
includes exhibitors, visitors, sponsors, and other
attendees. They bring in revenues for any profit-oriented
event. They are the "raison d’etre"
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.
- Martin Sirk, CEO of International Congress and
Convention Association or ICCA (www.iccaworld.com) ,
reported an increase in the number of association events
in Asia as well as the increase in the number of European
and US-based associations launching Asian chapters and
events (Sirk 2008).
Two Classified Association
1. Trade Associations
“non-profit organizations whose aim is to meet the
needs for profit businesses.” Ex. Philippine Association
of Convention/Exhibition Organizers and Suppliers,
Inc. (PACEOS)
2. Professional Associations
“non-profit organizations that are not involved with
business firm. organized to assist individuals in the
pursuit of their common goals.” Cruz (2005)
Professional Associations
1. The first one is bound by common personal
interests, which includes groups of hobbyists.
Ex. UP Mountaineers and Wild Bird Club of the
Philippines.
2. The second one is bound by career, which
includes “learned societies”
Ex. Philippine Nurses Association
3. The third one is bound by their desire to do
community service.
Ex. Association of Foundations
Module 6: Industry Suppliers
Suppliers - refers to those who provide 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.
The following are some of the Venue's MICE Suppliers
Categories:
1. Venues - Are facilities where MICE events are held -
May be free-standing or attached to other properties,
like hotel ballrooms or events spaces located within
shopping malls.
a. Convention centers (are example of freestanding
MICE venues)
Is a large building with flexible spaces that cancater to
events of any size from conventions of tens of thousands
attendees to smaller meetins, breakout sessions, and
pther smaller funcyions.
b. Conference center
Provides attendees with room for more privacy and focus
it offers conference facilities as well as board, lodging,
and leisure activities all in one location.
2. Hotel - Provides guests a comfortable place to sleep in
and other services which the guests will need during their
stay.
- Additionally, higher category hotels play an important
role in the MICE industry as they provide not only
accomodations for MICE attendees but also meeting
rooms or other event spaces and generally, their own
MICErelated service.
3. Food and Beverages Suppliers
- Catering provides the same service that a restaurant
does except that the service is provided outside the
restaurant premises.
Major considerations in choosing th F&B suppliers for an
event:
 Taste
 Service
 Cost
4. Airlines - Airlines play an important role in transporting
people and goods essential make the event industry,
especially for international events. There must be a
balance in the supply and demand for air seats and
airlines operating in a destination.
5. Airports - Airports are doors into a country and provide
visitors with their first taste of a country's culture. The
simplest way to create a positive image for an airport is
to let go travelers as fast as possible. Visitors should pass
through immigration and customs procedures quickly.
6. Transportation Suppliers - Movements of goods and
people are an integral part of MiCE hence providers of
transportation services are important suppliers as well.
7. Ground Handlers - Are travel agencies and tour
operators which assist event organizers for the tours and
travel arrangement for event participants.
8. Freight Forwarders - The freight forwarders’ 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 venue
in good condition and in time for the event.
9. Booth Contractors - The booth contractor is the one
who coordinates with the venue coordinator or
representative regarding electricity load and other
technical requirements of each exhibitor.
10. Meeting Technology Supplier
 Online registration - technology allows meeting
delegates to confirm their attendance using the internet.
Video Conferencing - is a real time meeting between
two or more people who are in two or more locations.
 Online Social Networks - are also helpful in events. The
popularity of social networks and blogs made them
noteworthy promotional tools for events.
 Podcast - is another technology brainchild that is
starting to play an important role in MICE. Podcast are
recorded electronic learning materials usually in the form
of MP3 files played using iPods.
 Mobile Phone Technologies - play an invaluable role in
MICE. They function as watch, mirror, means of
communication, calculator, organizer, currency
converter, address book, camera, audio visual player,
data storage, processor, etc. and they can easily
connect to the internet.
11. Security - According to the study, security is one of
the important factors considered by organizers when
choosing a venue and planning for an event. - 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.
12. Manpower Agencies - Other than security personnel,
additional manpower maybe required for an event such
as registration staff, marshals/ushers, telemarketers,
encoders, interpreters/ translators, extra waiters,
messengers, and janitorial staff.
PROCUREMENT - is the jargon for getting or purchasing
something from a supplier. You can do this by shopping
or bidding.
Bidding - is a process wherein you announce the details,
request for of what you need which can either be goods
or services and interested suppliers will give you an offer.
STEPS IN PROCUREMENT
1. Prepare a list of 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
product or the “Terms of Reference” (TOR) and
the “Scope of Work” (SOW) for services. It would
also help to research about the leading suppliers
 of a particular product or service as well as market
trends.
2. Prepare a Gantt Chart or a schedule of
procurement. The schedule must indicate
deadline for 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.
5. Announce your requirement by sending out the
RFQ or the ITB.
6. Evaluate the bids/quotations using the criteria you
prepared.
7. Respond to all bidders. Turn down those bids that
were not chosen and sign contract with the
winner.
8. Make sure that 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.
Module 7: Industry Regulators
Role of Associations as Regulatory Bodies
What is Regulatory Body?
-The regulatory agency/body that exercise regulatory
function that is imposing requirements, restrictions and
conditions, setting standards in relation to any activity,
and securing compliance or enforcement.
Responsibilities of Regulatory Body
a. To protect the public; and
b. To uphold public confidence
What is Association? It is a group of people who formed
themselves formally to uphold common interest.
Types of Association
1. Trade Association - a non-profit organization whose
aim is to meet needs of for-profit business.
2. Professional Association - usually seeks to further a
particular profession, the interests of individuals and
organizations engaged in that profession, and the public
interest.
Associations as Regulatory Bodies
-Some associations regulate the staging of some events
in order to maintain certain standards. They like wise do
studies and train their members to improve the service
that they deliver.
Here are some examples of those associations: UNION DE
FAIRE INTERNATIONALES (UFI)
- Established in the late 1960s - Promote shows staged by
its members and advocates the effectiveness of trade
shows as a marketing tool.
UFI TODAY
- Their headquarters were based in Paris, Hongkong, and e. Center for Exhibition Industry Research (CEIR)
Sharjah. And still, their goal is to represent, promote, and
Convention and Visitors Bureaus (CVBs)
support business interests, as well as the exhibition
industry worldwide. -Also known as conference and/or tourism board in
many countries are primarily non-profit, usually
BUREAU OF INTERNATIONAL EXPOSITIONS (BIE)
membership organization representing specific
- Established on November 22, 1928 by an international destination and assisting in its strategic development.
convention signed in Paris.
Roles and Function of CVBs
- BIE helps to over see the calendar, bidding, selection
- Encourage groups to hold meetings, conventions and
and implementation of the world expositions.
trade shows in the city or area it represents.
- Their goal is to establish a framework allowing countries
- Assist those groups with meeting preparations while their
to cooperate under the best conditions as organizers of
meeting is in progress.
exposition through national pavilions.
- Encourage tourists to visit and enjoy the historic, cultural
Types of Exposition Regulated by BIE
and recreational opportunities the destination offers.
1. Registered Exposition
CVBS serve as the official contact point for:
2. Recognized Exposition
1. Event managers
3. Horticultural Exposition
2. Tour operators
Other examples of Associations:
3. Individual visitors
a. Philippine Association of Convention/Exhibition
10 Services which CVBs provide:
Organizers and Suppliers (PACEOS)
1. Assist in but not fully take charge of all areas of
b. Exhibition Services and Contractors Association
event preparation 2
c. Asian Federation of Exhibition and Convention 2. Establish room blocks at local hotels
Association (AFECA) 3. Keep track of room counts as well as other
meetings coming in the area
d. International Association of Exhibition and Events
4. Help locate an event venue, check its availability
(IAEE)
and arrange for site inspections
 5. Link event organizers with suppliers also have a role in collecting and protecting government
6. Market the destination to the attendees through revenue.
tourism promotional materials;
- Industry regulators may specify training and assessment
7. Act as a liaison between the event organizer and
requirements for licences in occupations they regulate.
local officials;
They are significant stakeholders in decisions about the
8. Assist in obtaining special letters of endorsement
delivery and assessment of nationally recognized training
and welcome message from high ranking
in their specific industry sectors
government officials;
9. Suggest about ways attendees can maximize their
free time
10. Assist in the development of and signing of a
cooperation agreement or contract between the
local and international associations.

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 an important roles in the events industry, such as:

1. Development of needed infrastructure,

particularly the access;
2. . Peace and order;
3. Creation of policies and incentives; and
4. Destination management services.

Role of Industry Regulatories

- The power of regulators to grant significant benefits to,

or impose restrictions or penalties on, members of the –
public and the extra profits to be gained from avoiding
regulations – increases the risks of corruption. Regulators