ORGANIZING SEMINARS &

EVENTS
The Basics of Event
Management
 Cleopatra
“The first known
Event Planner”
 What is an Event?
Events are the things that happen
around us.
WHAT IS AN EVENT?
“a designed
experience
created in order
to achieve a given
purpose or
objective.”
 TWO KINDS OF EVENTS

 Ordinary events
 Special events
 Types of Special Events
1. Personal Events – organized by or friends and family to
celebrate life’s important milestones.
2. Corporate Events – organized to improve the productivity and
profitability of companies and contribute to the achievement of
corporate goals.
3. Community Events – gatherings of the members of a
community and their guest to commemorate historical
and/or religious events, promote arts and culture, and
strengthen social bonds.
Special events can be characterized as follows:
1. Organized for specific purpose/s;
2. Attended by a number of participants;
3. Held in a specific, pre-determined place;
4. Time-bound (such that is has a beginning and an end)
5. Cost a lot of resources.
OTHER CLASSIFICATION
OF EVENTS
TYPES OF EVENTS
• Mega Events
• Hallmark Events
• Major Events
• Local Events
 MEGA EVENTS
• Event that has impacts on overall economic activity of the
host country & globally covered by media

• Events that yield extraordinarily high levels of tourism, media

coverage, prestige or economic impact for the host
community, venue or organization

• i.e, Olympics, Paralympic Games, FIFA World Cup, IAAF World

Championships & World Fairs
MEGA EVENTS
 HALLMARK EVENTS
• Event with the distinctive quality of the program; and are
identified with the spirit & soul of the host community that
became synonymous with the name of the place & gain
widespread recognition & awareness

• Major one time or recurring event of limited duration,

developed primarily to enhance awareness, appeal &
profitability of a tourist destination in the short term or long
term. Such events rely their success on their uniqueness, status
& timely significance to attract attention.

• i.e, Carnival in Rio, Tour de France, Oktoberfest in Munich

HALLMARK EVENTS
 MAJOR EVENTS
• A large scale event, with strong public interest & media
coverage.

• i.e, Formula One Grand Prix

MAJOR EVENTS
ANOTHER CLASSIFICATION OF EVENTS
BY THEIR FORM OR CONTENT
CULTURAL CELEBRATIONS BUSINESS & TRADE SPORTS COMPETITION
• Festivals • Meetings, Conventions • Basketball tournaments
• Carnivals • Consumer & Trade Shows • Golf competitions
• Commemorations • Fairs, markets
• Religious Events RECREATIONAL
EDUCATION & SCIENTIFIC • Sports or Games for Fun
POLITICAL & STATE • Conferences
• Summits • Seminar
• Royal Occasions • Clinics
PRIVATE EVENTS
• Political Events
• Weddings
• VIP Visits
• Parties

ARTS & ENTERTAINMENT • Socials

• Concerts
• Award Ceremonies
CLASSIFICATION OF EVENTS BASED ON
TOURISM VALUE (Attractiveness for Tourism)
• Festivals & events organized primarily for local residents

• Events of regional & provincial significance which can have a

significant tourist attractiveness power

• Events of national & international significance which are most

attractive from the tourist point of view
WHY DEVELOP & PROMOTE EVENTS?

• To attract more tourists (especially in the off-peak seasons)

• To serve as a catalyst for urban renewal, & for increasing the
infrastructure & tourism capacity of the destination
• To foster a positive destination image
• To contribute to general place marketing
• To animate specific attraction or areas
OUTCOMES & IMPACTS

• Events increase the level of local businesses, fill hotel capacities,

enhance infrastructure and quality of life of the local population

• Events can have a significant effect on the formation of destination

image & can help with promoting positioning & branding

• Provide a wide public attention through extensive media

coverage

• Increased local activity that results to strengthening of regional

values & traditions
Elements of a Special Event
1. What event are we organizing?
2. Why are we organizing the event?
3. Who are expected and to organize the
event? How many attendees and
organizers?
4. Where it is going to be held?
5. When it is going to be held?
6. How much it is going to cost?
Elements of an event
1. Type and title of event;
2. Purpose for holding the event;
3. Participants of the event and the roles they
play (i.e., organizer, attendee, etc.);
4. Place or venue where the event is going
to take place;

5. Date and time of the event; and

6. Resources.
Framework for Developing an Event Concept
Paper (5Ws and 1H)
Elements Example
(What) Arya’s 18th Birthday Party
Title and type of event
(Why) This is a once-in-a-lifetime event and it has been a
Purpose/Objective: The owner or organizer of the family tradition to celebrate every member’s
event must have good reason for wanting to hold an transition to adulthood. The birthday party aims to
event. give Arya a fun and memorable celebration of this
important day.
(Who) Arya’s immediate family members (mother, father,
Participants: The organizers and attendees, and the and siblings) will organize the party with the help of
roles they play. an event planner. One hundred (100) guests are
expected to attend, mostly family and friends. A
guest list will be prepared.
(Where) The venue must be in Iloilo City and can
Place: The size and availability of the event venue affect accommodate 100 guests, with a stage and a
the schedule and number of attendees. The venue can be dance floor.
selected using a set of criteria. Options:
Private Room, X Restaurant, Iloilo City
Function Room, Z Hotel, Iloilo City
(When) April 30, 2020 (Saturday) 7:00 p.m.
Date and Time of event: Make sure that the date and time (Note it is important to indicate the month,
are identified early on. Setting the date affects the venue day, year and starting time of the event. A
reservations and printing of collaterals to be included in program detailing the schedule of speeches
the invitations. and performances will be prepared at a later
time.)
(How much) ₱300,000.00 with the following breakdown:
Cost/Resources: One can indicate a cost ceiling at the onset. ₱ 1,200.00 x 110 pax (with 10% contingency) =
The details of the budget can be prepared once quotations ₱ 132,000.00 for food and venue
from suppliers are gathered. ₱ 168,000.00 for cake, technicals, invitation,
photography, and miscellaneous
 Event Concept Paper
Elements Details of the Event Concept
(What) Title
Type of Event
(Why) Purpose/Objectives
(Who) The Organizer
Target Participants
Target Performers (if any)
Target Sponsors

(Where) Criteria for Venue Selection

Place/Venue Options
(When) Date and Time of Event in
MM/DD/YYYY Day-Time-Format
(How Much) Resources and Costs
Sources of Fund
Expenses
 What is MICE?
Meetings Incentives
Conventions and
Exhibitions
 Meeting
A general term that refers to the
gathering of people to discuss a set
agenda or do a particular activity.
 Congress
A regular gathering of people who belong to
religious, cultural professional, or other
associative groups.
 Convention
Use interchangeably with congress, refers to
a large national or international meeting.
 Conference
A scholarly gathering to exchange views and
consequently, to convey a message, open a
debate, or give publicity to some opinions on
specific issues, such as climate change.
 Incentive
A tool to encourage employees to increase sales.
 Exhibition
Showcases new products, services,
information, promotional material mounted
for the purpose of public relations, sales, and
marketing.
2 types of Exhibition

Trade Show
Consumer Show
 Criteria for Evaluating a MICE Venue
1. Cost
- a common factor in decision-making, not only for event venues.
2. 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.
3. Charm
- the appeal of a venue or is commonly known as the “X” factor.
Significance of the Events Industry from
the Country’s Point of View

• Quality of the product

• Quantity of the product
 The Multiplier Effect
A direct economic impact, which is equivalent to the
“new” money that visitors or outsiders bring and this
money is circulated through spending in the local
economy.
 Structure
4 Major Categories :
• Professional Congress/Event Organizers (PCO),
• the community
• service suppliers, and
• government offices and regulatory bodies.
Stakeholders
External factors such as forces of nature and global economy

PCO

Community Suppliers

Regulatory
Bodies

External factors such as forces of nature and global economy

 The Event Manager/
Professional Congress Organizer
1. Outsourced Event Manager
2. In-house Event Manager
 The Community
Represents both the target market and people living in
and around the MICE destination.
 Suppliers
Refers to those who provide the services
necessary to organize and execute events
properly.
Venues of MICE supplier category :

•Venues
•Hotels
• Food and Beverage (F&B) Suppliers/Caterers
•Airlines
• Airports
Venues of MICE supplier category :
• Ground Transportation (Car Rental, Coach and
Bus Services)
• Ground Handlers (Travel Agencies, Tour
Operators, Spouse Programs)
• Freight Forwarders
• Booth Contractor
• Audiovisual/Meeting Technologies Suppliers
 Venues
Are facilities where MICE events are held.
Venues of MICE supplier category :

• Security
• Manpower Agencies
• Photography, documentation, and
transcription services
• Advertising, public relations (PR) companies,
printers, providers of corporate premiums, and
other promotional materials.
 Hotels
Provides guest a comfortable place to sleep in and other services
which the guests will need during their stay.
 Food and Beverage Suppliers
Establishment that provides meals to the public for a fee.
 Airlines
- An important role in transporting people and goods essential to make
the events industry tick, especially for international events.
 Airports
Have the responsibility of making a good first
impression for international airports.
 Transportation Suppliers
Movements of goods and people are an integral part of MICE; hence providers of
transportation services are important suppliers as well
 Ground Handlers
Are Travel Agencies and tour operators which assist event
organizers for the tours and travel arrangement for event
participants.
 Freight Forwarders
Freight forwarder’s main role in MICE is to bring goods for exhibit or for
use in a conference from their point of origin to the event in good condition
and in time for the event.
 Booth Contractors
- Exhibition contractors supply the necessary materials for the exhibit booth-
particularly the panels and octa norms or the metal frame needed to put up the
booth for the exhibitors.
Security
Is one of the important factors considered by organizers when choosing a venue
and planning for an event.

Operation
Plan, Do, and Check
Meeting Technology Suppliers

Manpower Agencies
Step Zero: The Organizational
Structure
In environmental scanning, the first to do is look inward.
 Man: Staffing and Recruitment
Among the three types of resources mentioned (man,
money, machine), human resource is the most difficult
to utilize, yet it is the most valuable resource of an
events management company.
Three types of employment in events management:
(1) permanent, (2) volunteer, and (3) temporary.
 Permanent employees
are the strategic human resources of the company; this
group requires an intensive selection process, a well
thought-out compensation package, and a skills
development plan.
Volunteers
include on-the-job-trainees (OJTs) from universities and
other non-paid staff who provide free assistance to satisfy
personal objectives.
 Temporary hires

are those hire on a contractual or per project basis,

directly or through a manpower employment
agency.
 Money Machines: The Feasibility Study
1. Data Collection:
• 1.1 Demand Information
• 1.2 Supply Information
• 1.3 Competition Information
• 1.4 School Rules
2.Financial Analysis with Rough Estimates of Cost
and Revenues:
2.1 Financial Resources
2.2 Other Resources

3. SWOT Analysis
3.1 Strength – positive (+)
3.2 Weaknesses – negative (-)
3.3 Opportunities – positive (+)
3.4 Threats – negative (-)
 Tentative Date and Venue
I. Executive Summary VI. Implementation
II. Introduction VII. Financial
III. Objectives of the Event, Analysis
Theme, and Scope VII. SWOT Analysis
IV. Demand Analysis IX. Conclusions and
V. Competition Recommendations
 Planning and Approval Process
Step One: Plan
1. Concept 7. Site Selection
2. Feasibility 8. Marketing
3. Tasking 9. Risk Assessment
4. Scheduling 10. Monitoring and Evaluation
5. Budgeting
6. Approval
 Identify and Assign the Task
Place the tasks for each committee: Program, Logistics, Finance, Marketing or
Sponsorship, Registration or Attendance, Promotion and Documentation.

Scheduling
Estimate the time required to carry out each task.
The Budget

• Major budget items include:

Cost
Revenue Break-even-point
Cash Flow
Securing Approvals and Permits
 Venue Selection and Layout
Step Two: Do
Venue Selection and Layout Preparation

Registration and Secretariat

Stage Design
1. Function of the Stage
2. Creativity
 Event Marketing
The Marketing Plan
•Marketing – is the process of creating and transferring a
product or service to the buyer

Identify Target Audience

Set Marketing Objectives
 Set Marketing Objectives
• Product Materials
• Price • Outdoor
• Convenience Advertising
• Promotion • Person-to-
• Positioning Person
• Print
• Mass Media
• Internet-
based
 Choosing Marketing Tools
Print:
• Posters
• Flyers
• Program
• Ticket
• Logo
Sponsorship
Is an individual or a group that provide support to an event, whether financially
or through the provision of products or services.

Branding
A brand means creating a name and logo for an event or series of event
 Parts of a Program
A schedule of activities and performers during the
day/s of the event.
Four major categories of activities in a program:
1. Main Event Focus
2. Secondary Focus
3. Support Activities
4. Ancillary Activities
 The Sequence Guide
A detailed program that indicates the particular activity,
the corresponding time for each program element, the
persons involved in and leading each activity or
element, the venue or specific part of the venue where
these activities are carried out, and sometimes the
rationale.
 The Exhibitor’s Manual
Exhibitor’s manual contains all the information that an
exhibitor need to know in order to have a successful
participation in a particular trade show or exhibition.
 What is a Risk ?
1. Recognizing – the need and identifying task:
2. Reacting – to the need and knowing what can be
done to mitigate loss;
3. Recording – or tracking measures and improving on
them; and
4. Relaying – or communicating the mitigation plans
Relay
 Insurance
If risk is a possibility of loss or damage,
insurance is a payment guarantee in
case this risk indeed happens.

Contracts
A binding agreement which the law can
enforce.
Major parts of simple agreement:
1. Parties
2. Background
3. Body of the Agreement
4. Integration Clause
5. Signature
Rehearsal (Practice)
Refers to the practice or run through of the
event program before the day of actual
performance.
Ingress (Move-In)
Arrive at the venue before the event one hour
before a meeting or [a] day (s) before a bigger
event.
 D-Day
Refers to “the day” of the event. The staff members must know
their respective assignments on D-Day.

Briefing
Refers to the staff meeting before show time
Guides during the D-Day “The Day”

• Registration Committee
• Marketing Committee
• Finance Committee
• Program Committee
• Logistics Committee
Egress (Move-Out)
- Egress or move-out operation follow right after the
event.

Gentle Reminders
- The event manager or committee heads should never
tell-off or reprimand the staff on-site nor should
disagreements between staff members ever take place
in public.
Monitoring and Feedback Mechanisms
- Monitoring refers to the act of making sure that things
happen according to plan.

Management
- The efficient use of resources to achieve objectives.
1. Organizing
2. Planning
3. Directing
4. Controlling
5. Staffing
Accounting
- The systematic recording, analysis, and reporting of
financial transactions of a business.
 Bidding
For example, the local chapter of an international association
of dentists can bid to host the organization’s annual world
congress, which is expected to give the members of the local
chapter better access to the new techniques and technologies
in the practice of dentistry, among other benefits. There are
three stages in the bidding process: before, during, and after
the bid presentation.
 Steps in Bidding
1. Before the Bid Presentation

2. Presenting the Bid

3. After the Bid Presentation

Thank You!