CHAPTER 4

PLANNING
LEARNING OUTCOMES
at the end of the chapter, you should be able to:

describe the role of the MICE sponsor;

discuss the difference steps in planning

MICE;

explain the importance of goals and

objectives in planning MICE

differentiate fixed expenses with

variable expenses; and

discuss the factors to be considered in

orderr to successfully market MICE,
 SPONSORS OF MICE
2.Corporations 4. Independent
1.Association 3. Trade Unions
companies

6.Theater and
5.Religious groups Arts Groups 7.Social Organizations
 SPONSORS OF MICE
Sponsors of MICE can be:
1. Associations
2. Corporations
3. Trade unions
4. Independent companies who
sponsor and operate trade shows
5. Religious groups
6. Theater and arts groups
7. Social organizations
These organizations have varied reasons for sponsoring
MICE. In the case of corporations, meetings may be
designed to disseminate information, solve problems,
train people, or plan for the future. Associations may
sponsor meetings and exhibitions for purposes of
networking, educating members, solving problems, or
generating revenue.
In the case of exhibitions, sponsors either take the role of
the exhibition manager or find someone to fill the
position.
THE PROCESS OF MICE PLANNING
THERE ARE SEVERAL STEPS TO BE FOLLOWED IN
THE PROCESS OF MICE PLANNING

1. Establishing goals and objectives

2. Targeting the population
3. Designing the program
4. Creating a budget
5. Selecting a site
6. Negotiating contracts
7. Formulating committees
8. Establishing a marketing and
promotion plan
9. Hiring sub-contractors
10. Designing food and beverage
functions
The process continues on-site during the
actual event. Activities include move-
in/move-out, implementing the plan,
coordinating the various participants in the
event, and managing the overall meeting.
Post-event activities include evaluation,
feedback, and planning for the future.
GOALS AND OBJECTIVES

01 MICE objectives should be Specific,

Measurable, Achievable, Realistic, and
Timed (SMART).

02 One of the first responsibilities of a MICE

planner is to meet with the sponsor of the
event in order to know the reasons for
holding the meeting
TARGETING THE POPULATION

01 In the case of exhibitions, the

development of the exhibitor list, as well
as the target audience, must be
considered. The sponsoring organization
must attract exhibitors to their exhibition.

02 The sponsoring organization should

provide the exhibitor with a prospectus
outlining the proposed audience, thus,
allowing the exhibitor to determine
whether or not the attendees are their
targeted audience.
DESIGNING THE PROGRAM

The program design is the structuring,

balancing, and pacing of the program by
combining major topics and sub-topics,
passive and active sessions, and serious
and fun presentations to provide
professional and personal growth, and
networking opportunities for participants
(Price, p. 11)
HOSPITALITY PROGRAMS /
SPOUSAL PROGRAMS

These programs are designed to entertain

the guests of the conference attendees.
These programs usually have an extensive
itinerary that keeps the participants busy.
Hospitality programs increase attendance
at conferences. They also increase revenue
for the host property because guests of
attendees eat in the restaurant, shop in
the stores, and use other services offered
by the host facility.
DESIGN OF HOSPITALITY
PROGRAMS
After the historical review, the meeting planner and the host property should
survey the participants to determine the likes and dislikes of the group. The survey
will include the following areas:

01 HOBBIES 03 AGE OF THR PARTICIPANTS

02 SPORTS THEY ENJOY 04 GENDER OF THE PARTICIPANTS

In designing the program, meeting planners

may use the services of destination
management companies who know the
location of local sites and attractions as well
as their unique qualities.

Tour companies may also provide services

for the meeting planner, such as
transportation, planned tours, theme
parties, airport greetings, and staffing for
the hospitality room.
DESIGN OF HOSPITALITY
PROGRAMS

The hospitality suite provides a space for

the participants to meet new friends,
reacquaint themselves with new friends,
meet for tours, ask questions, or just to
relax.

Planned social activities for

hospitality program:

The attendant should know the group's

itinerary in order to provide important
1.Tours 7.Shopping trips
information about the local community 2.Plays 8.Demonstration
to the program participants. 3.Concerts 9.Cooking lessons
4.Sporting events 10.Craft Activities
5.Tournaments 11.Movies
6. Guests speakers
 DESIGN OF
HOSPITALITY
PROGRAMS

Food and beverage take Children's programs are another

Marketing of the hospitality
several forms in a hospitality area that hospitality programs
program must continue on-site as
should consider. Children's
program. soon as the guests arrive.
programs are designed to entertain
Some groups have a
the young guests of program
continental breakfast, participants. This can be done through posters in
afternoon tea, evening These programs can be elaborate the lobby, brochures, and itineraries
cocktails, and late- night such as providing whole day being placed in the registration
snacks all served in the activities in the form of day camps packet and fliers strategically placed
or they can be simple such as a trip in the host property.
hospitality suite.
to the zoo.
 According to P.C. Dotson, a budget is an
estimate of income and expenses and a plan
to adjust the anticipated expenses to the
expected income. Variable expenses are those
Overall budget figures are usually provided by
the sponsoring organization, but specific
that fluctuate depending on
guidelines are normally obtained from the number of attendees.
previous conferences, meetings, or exhibitions
budgets.

A budget includes fixed expenses,

Registration fees are the most constant
variable expenses, and sources of
source of income for conferences. Other
revenue. Fixed expenses are not
sources of revenue are advertising,
dependent on the number of
attendees.
educational material from the event,
sponsorship, grants, company funding,
and funding provided by the sponsoring
organization or company.
 SITE SELECTION
The site selection process is a significant activity of the
sponsoring organization. The site is very important for the
success of the event. Convenience and cost are very
important in site selection (Conlin p. 15).

A meeting plan of format is formulated based on theaims.

Thus, a group prospectus is made to help the MICE planner
to know the physical requirements for the meeting,
convention, and exhibition.

The MICE planner should bring a checklist during the site

selection. The checklist includes the following areas:
sleeping rooms, meeting and exhibition space,
transportation (airport and ground), food and beverage,
recreation (on- site and local attractions), and services.
 SITE SELECTION
•The MICE planner should determine the following when
he or she reviews the sleeping rooms. These are the
number of available rooms, types of rooms, quality of
furnishings, security of the rooms and corridors, accessibility
for handicapped persons, quality of lighting for reading,
and adequacy of work surfaces.

•The following should be determined in reviewing the

meeting rooms. These are the number, shape, and size of
rooms, quality of furnishings, lighting, accessibility of
audiovisual equipment, and suitability for exhibits.
 ROOM SETUP AND LAYOUT
In order to meet the requirements of clients, it is important that the
venue has the necessary amount of space and the proper type of space to
service the conferences or meetings.

1. THEATER OR AUDITORIUM SETUP

Chairs should be placed 4 to 6 inches apart, with approximately 2 1/2 feet from the
back of one chair to the front of the chair behind it.
The main advantage is it can accommodate large groups of participants. The
disadvantages are it is difficult for note-taking and there is poor visibility from the
back of the room.
 ROOM SETUP AND LAYOUT
In order to meet the requirements of clients, it is important that the
venue has the necessary amount of space and the proper type of space to
service the conferences or meetings.

2. SCHOOLROOM OR CLASSROOM SETUP

it is conductive to participants taking notes, reading materials, or working
on projects.
Its advantages are it uses a large amount of space per person, and it is good
for note-taking. Its disadvantage is it has poor visibility from the back of the
room
 ROOM SETUP AND LAYOUT
In order to meet the requirements of clients, it is important that the
venue has the necessary amount of space and the proper type of space to
service the conferences or meetings.

3. HOLLOW SQUARE, U-SHAPE AND THE HERRINGBONE LAYOUT

these setups are suitable for board meetings, management meetings, and
small group discussions.
 ROOM SETUP AND LAYOUT
In order to meet the requirements of clients, it is important that the
venue has the necessary amount of space and the proper type of space to
service the conferences or meetings.

4. BANQUET OR ROUND TABLE LAYOUT

this layout is suitable for banquets, seminars, and round table
discussions.
 HIRING SUB-CONTRACTORS -
TECHNICAL TRANSPORTATION
First, the planner should
determine how to transport
the participants to the host
city where the meeting is to
be held.
Second, the planner should
determine how to transport
them from one place to
another within the host city.
The planner must also
determine how to transfer
the exhibit materials, office
supplies, and registration
materials to the exhibit site.
Participants who take the
airplane should be able to
travel from the airport to the
host facility in an efficient
and safe manner.
Attendees who drive should
be given city maps, hotel
maps, and street signs that
are detailed, accurate, and
clear so that they will not
get lost.
A ground services operator
The MICE planner should
may be contacted if the
also consider the service
program design requires
attitude of individuals who
transporting attendees from
will be interacting with the
one facility to another
attendees.
during the conference.
During the site selection
A ground services operator is
process, the MICE planner
a company or person in a
should examine the ability
destination city that
of the host city and property
provides local transportation
to provide services and
and other travel needs.
facilities for leisure time
. activities.
 Negotiations Formulating
and Committees
Contracts

Negotiations are held between the representative of The formulation of committees is

the host property and the sponsoring organization. essential in sponsoring a meeting,
Examples of negotiable areas are sleeping rooms,
convention, or exhibition.
function space, safety, security, accessibility, food and
•If a professional association is the
beverage, renovation and construction,
contingencies, restrictions, and cancellations.
sponsor of the conference, the
association is authorized by its
A contract is written and signed after the constitution to form a committee that
negotiations have concluded. A contract is a legal will plan, organize, and operate the
document that explains the responsibilities of the conference.
concerned parties.
 Marketing and Promotion
The following should be determined in order to ensure a successful conference:
1. Know the number of break-even attendance
2. Establish a marketing plan
3. Establish a timetable
4. Carry out the program
5. Appraise the program

The break-even attendance is the minimum number of attendees who have paid for the
conference.The minimum number of attendees must generate enough revenue to pay for the
expenses.

A timetable must be made after the marketing plan has been developed. According to P.C.
Watson, all significant information with regard to registration, transportation, housing, seminars,
etc. should be sent six to eight weeks before the meeting, convention, and exhibition.
FOOD & BEVERAGE FUNCTIONS

The food and beverage functions must harmonize with the program design and budget for
the meeting, convention, and exhibition.

The sponsor is responsible for the following:

1. Ascertain the number of food and beverage functions needed for the conference
2. Ascertain the kind of food and beverage functions needed for the
3. Guide on the cuisine
4. Determine the number of attendees
5. Establish a system for record-keeping

There are several ways of providing food and drink to the participants.
These are:
1. Breakfast
2. Lunch
3. Dinne
4. Refreshment breaks conference
5. Reception
6. Hospitality suite
7. Theme partie
8. Late-night supper
9. Recreational activities
FOOD & BEVERAGE FUNCTIONS

Once the MICE planner has determined

the number, type, and cuisine for the
food and beverage functions,
attendance figures must be
established.
The area to be considered in
Because food and beverage functions food and beverage is record-
are very expensive, the sponsoring keeping. There are many ways of
organization and the MICE planner Food and beverage play a vital role in
ascertaining the number of
must give special attention to the the overall success of the meeting,
people served at food and convention, and exhibition.
number of guarantees.
beverage functions.
Hence, it is necessary that the MICE
The most common methods are planner works closely with the food and
beverage department of the host
head count, ticket count, plate
facility to ensure that plans are
count, and food consumed. accurately made, and that the
execution of these plans is efficiently
done.
 On-site
Management
On-site management involves overseeing
every aspect of the meeting or convention
from the time the registration table opens
until the last guest departs. For large
meetings that last several days, one person
cannot attend every activity.
The planner should arrive a few days
before the event to meet with the hotel
staff, suppliers, personnel, and other key
individuals.
On-site
Management
The planner should make sure that all employees are
at their assigned areas, pick up messages regularly
from the staff office, and maintain regular
communication with the suppliers and personnel.
The planner must also monitor the on-site
attendance. It is important to know how many
people attend each function. Attendance figures
should be recorded on a form prepared for this
purpose.
The planner should also conduct a post-conference
meeting to evaluate the meeting-its strengths and
weaknesses. Other important post-meeting activities
include writing thank-you notes, reviewing and
paying bills, tipping, and gift-giving.
 Evaluation

•There are several ways of evaluating meetings. Smaller meetings can be

evaluated through informal methods. Comment cards and informal
conversations with the planner can be used to obtain general feedback.

•Another method is a focus group which may give suggestions for

improvement.

•Formal methods such as questionnaires or surveys are other ways of

evaluating the meeting or convention. Questionnaires should be short and
easy.