THE MARKET, SECTORS, AND THE EVENTS
STAKEHOLDERS
The Event Management
 The event manager can be a consistent source
of revenue for hospitality businesses such as:
1. Hotels
2. Restaurants
3. Catering Facilities
4. Entertainment
5. Leisure Venues
In the pas six years, for example, the Philippines has
been the rise of event venues. In the 1950s and 1960s,
parties were held at home or in big restaurants. In the
1970s and 1980s De LuxeHotels and their ballroom and
function halls became the venues of choice.
This trend went well into the 1990s which also saw the
rise of resort venues. In the current decade,event
venues came to fore – convention and exhibition
centers, gardens, banquet halls, andeven warehouses
built specifically for meetings, parties, and events.
The growing market for events also means a growing
number of prospects and targets.Based on the main
purposes for which evens are held – to commune, to
celebrate, to convene, and to commerce –the market
for events may be segmented into individuals, families,
and organizations.
Classification
Events may also be classifies into
 Social – are typically gatherings of families and
friends
 Corporate Events- are those hosted by
companies or organizations in pursuit of
organizational objectives.
INDIVUALS AND FAMILIES
 Individuals and Families are the typical
prospects for life-cycle events. These days, the
range of events in one’s life runs from basket to
casket.
 Individuals and Families hold parties to
celebrate, and to commune and rekindle
relationships.
 Aside from life-cycle events there are family
reunions and gatherings to welcome members
arriving from abroad and send offs (despedida).
 Individuals and Families are usually less formal
in decision-making when it comes to events. In
planning a wedding forinstance, aside from the
engaged couple, two sets of parents, siblings,
and godparents could be involved in the
preparation process.
ORGANIZATIONS
 Organizations are the typical prospects for
events to convene and for commerce,
commonly referred to as corporate events.
 They compose the market for meetings,
seminars, office parties, incentive trips,and
recreational activities.
The segment is further divided into:
 associations and organizations
 companies and business establishments
Companies and business establishments may have
events as part of their operating calendar (as in the case
of annual meeting sor quarterly sales rallies), or
inresponse to the demand of their products (product
launches and promotional activities).
For companies, events are a means to help achieve
corporate objectives, to support corporate functions
(such as training, people
Associations and Organizations of people that have a
common interest or purpose. Generally, these could be
categorized as follows:
TRADE ASSOCIATIONS – which are made up individuals
and corporations that operate within an industry or are
bound by similar business concerns.
PROFESIONAL ASSOCIATIONS – that are formed by
individuals in a common or affiliated profession. Many
professional associations hold regular meetings or
events as part of their continuing education as required
by their profession.
NON-PROFIT ORGANIZATION – which includes military,
social, educational, religious, and fraternal groups.
Events for companies and associations are staged for
various reasons: to share ideas, to educate to sell or
market a product to provide information to motivate
people to strengthen corporate image and to make
people aware, among others.
Compared to corporations, associations and
organizations have fewer events, but with a huge
number of participants even as attendance is voluntary.
Organizations usually give the responsibility for an
event o an event committee. But the Event Manager
should be able to distinguish who in the organization
are part of the final decision-making, particularly for
finalizing contracts and making purchases.
Some questions that the Event Manager must find
answers to are:
 Who will make the major decisions regarding
the event?
 What decisions can members of the event
committee influence? What is their level of
influence?
 Are there others within the organization who
could influence the decision? What is their level
of influence?
 What evaluation criteria will each decision-
maker use?
The Event Manager will come to realize that decisions
made by the organization are influenced by several
factors:
External Business Environement-economic conditions,
customer demographics, the natural environment,
competition, government and industry regulations
Internal Organizations-the Organization's objective,
policies, and system
Interpersonal Factors-Authority, status, and
relationships of decisions makers
The individual Decision-maker-job position, title, age,
education, personal preference
Event Stakeholders
 Event Stakeholders are individuals and groups
who have some form of interest in the event.
 Such interest may be financial, emotional,
political, social, or any form of professional
involvement in the event.
 The Event Manager is just one of those who
have interest in the success of the event.
THE HOST
 this is the person or group who is giving the
event.
 A host may be the originator or champion of the
idea to gather people together for a particular
occasion; the main celebrator; or the one
financing all the expenses for the event.
 For the Event Manager the host is the client –
the person or group whom she/he will get
directions.
 The host is also a partner with whom the Event
Manager works to ensurea successful event.
The host’s experience must be clearly
understood and very well managed.
THE GUESTS
 these are people attending the event. They
variously called as audience, participants,
attendees, or visitors.
 Guests may be passive just go with the flow
with the activities, watching, observing, and
taking it all in.
 On the other hand, guests may be active – they
are made part of the experience of the whole
event.
 Guests are also clients in the sense that they are
out to their investment’s worth from the event
– be it money or time.
  Therefore, the Event Manager must know what
the guest’s needs are and how these could be
best satisfied.
THE EVENT COMMITTEE
 this refers to the group involved in the planning
and execution of an event.
 This can be an ad hoc group from the host
organization, a team of volunteers, the host’s
staff, plus the Event Manager’s own team.
 Together, this group is tasked with putting all
the elements together that will make the evet a
success.
THE FINANCER
 This is the money man. The one who foots the
bill.
 He or She may or may not be involved in the
planning and execution of the event, but he/she
is out to make sure that he/she gets a
reasonable return of investment.
THE SUPPLIERS
 The Event Manager works with other
companies that will bring the event concept
into reality.
 These companies also stake their time,
resources, and reputation on the event.
Suppliers are also among the Event Manager’s
partners to ensure a winning event.
THE EXTERNALS
 Externals refer to the other entities external to
the host or the Event Manager, but have some
financial, emotional, political, social, or personal
interest in the event.
1. Government regulatory agencies,
2. the media
3. the local government
4. the community,
5. corporate shareholders among others might
have their own stake at the event
Sectors involved to MICE industry
Roles of Hotel
MICE events often take place at hotels. Hotels can
provide facilities, space, and function rooms;
accommodations, housing for business travelers who
attend the MICE event; and food and beverage services
atthe event as well as meals for travelers who stay in
the hotel.
Typical hotels have accommodation rooms, restaurants,
ballrooms, meeting rooms, a business center and many
more.
Venue Facilities – In a hotel, the services and amenities
differ in size, ranging from a small meeting room to a
widerhall that can accommodate thousands of people.
Accommodation – the hotel must provide the following
service to delegates and guests.
Food and Beverage – in addition to providing meals
such as breakfast, lunches, afternoon teas, and dinner
banquets for various sessions included in the program
of MICE activities, hotels mush also provide food and
drinks to delegates and entourages through their
restaurants, cafes, and coffee shops, as well as through
room service.
Facilities on Information Technology – to better
facilitate a smooth running of an event, hotels install
the most advanced technology such as
 Registration networking
 Attendee e-mail kiosk
 Live web conferencing for sessions
 Office and press room for communication
centers
 Internet access
 Equipment – LCDs, Sound system, lightings, etc.
BENEFITS OF MICE INDUSTRY TO HOTELS
Having or creating a function space in hotels that cater
for a whole range of different purposes and visitors, will
usually translate into extra bookings. MICE is a
profitable source of business for several forms of
operators.
MICE accounts for up to 65% of the total sales in major
hotels
MICE and F&B are two areas where a hotel can truly
push their revenues to 200-300 percent, simply based
on the quality of service and products they offer daily.
Food Service is a crucial aspect of both hospitality and
productivity because food seems to have its place at any
gathering.

MICE attendees tend to use other services of the hotel

Summary
such as the restaurant

MICE customers have an excellent chance of becoming
repeat guests
MICE events allow a hotel to forecast advance bookings
and can help fill gaps during low seasons
Transportation
For MICE events that involve international attendees,
transportation plays a major role in determining the
success of an event.
Cities located near major air or land transport hubs have
the advantage of being able to draw in more attendees.
Transportation includes transfer of participants from
the airport to the MICE venues – limousines, taxis,
coaches, shuttle bus, trains, cable cars, and rent-a-car.
While all stakeholders have the event’s success in mind,
each may define success differently. It is inevitable for
each of these stakeholders to have varied, and at times,
conflicting concerns in one event.
The Event Manager must be able to identify these
concerns and strike a balance that would ensure the
best return on each stakeholder’s investment, in the
light of the event’s overall objectives after all the
market of events are segmented having different wants
and needs as well as purpose of why the event is being
held.
At the same time, the sectors that are involved in the
MICE industry plays an important role in total success of
the event.

Attractions

Although the main purpose of MICE attendees is to

attend the events, they would usually prefer to visit
some of the local attractions.

Most of the time, a post-conference tour is organized

after the convention for attendees to visit the
attractions in and near the host city.

For Incentive travels, visiting a local attraction might

even be the objective of the trip. The MICE attendees
are also potential future visitors.

Food and Beverage

Various events and meetings revolve around the food

and beverage that are served during which time the
event takes place.