Introduction to HPC 6 (WEEK 2)

Events
 What are the
different events
that we celebrate
in a year?

Presentation Title
 Do you know that there are thousands of events
celebrated every year?

These include festivals, ceremonies, national

days, religious occasions and sports activities.
TOPIC
OVERVIEW
On top of these are birthdays, anniversaries,
weddings and business events hosted at the
same time.

We seem to find endless reasons to celebrate.

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DESIRED LEARNING OUTCOMES:
At the end of this learning task, the students must be able to:
1. define an event
2. discuss the concept of the tourism multiplier.
3. explain events based on size.
4. identify the characteristics of events categorized under M.I.C.E.
5. classify events according to content and purpose; and
6. discuss the economic significance of events.

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 WHAT IS M.I.C.E.?

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 M – Meetings
I – Incentives Travels
M.I.C.E
C – Conventions
E – Exhibitions
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MEETINGS

• A meeting is the coming together of a group of people to discuss or

exchange information. In some regions, meetings may be seen as a
small-scale conference by others

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INCENTIVE TRAVELS

• Incentive travels include leisure trips emphasizing pleasure and

excitement and which may appear to have little or no connection to
business

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CONVENTIONS

• An event where the primary activity of the attendees is to attend

educational sessions, participate in meetings/discussions, socialize, or
attend other organized events

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EXHIBITIONS

• Exhibitions can generally be portrayed as ‘presentations of products

and services to an invited audience with the object of inducing a sale
or informing the visitors’

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01/29/2024 Introduction to Events 11
EVENT

• An event is a general term indicating the coming together of a number

of people in one place, to confer or carry out a particular activity.
Frequency can be on an ad hoc basis or according to a set pattern
(International Congress and Convention Association).

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Special Events

• A gathering of human beings, generally lasting from a few hours to a

few days, and designed to celebrate, honor, teach about, or observe
human endeavors. A unique moment in time celebrated with ceremony
and ritual to satisfy specific needs (Goldblatt, 2002).

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Economic Significance of Events

• Tourism is a powerful economic force that brings in investment,

creates jobs and generates foreign exchange.

• To analyze the impact to tourism, a multiplier is used as the basis for

results.

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Economic Significance of Events
• A tourism multiplier is used to measure the effects of tourist
expenditures on the economy of a country.

• The process begins when a traveler spends during his trip.

• These can be expenses related to food, accommodations,

transportation, and entertainment.

• It can be money spent on shopping.

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Economic Significance of Events
• Monies received are in turn used to pay for salaries, commissions,
marketing collaterals and other operating expenses.

• The cycle then continues to benefit the ultimate beneficiaries – from

accountants to wholesalers – who may choose to either spend, save or
invest the money.

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Economic Significance of Events
• This process of income and expense continues until the additional
income generated by a new round of spending essentially becomes zero.

• The leakages occur when the money received is not “used or reinvested”
in the host destination.

• For example, an import leakage takes place when the destination buys
its supplies from foreign companies.

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Economic Significance of Events
• The multiplier effect is very significant in the Meetings, Incentives,
Conventions and Exhibitions (M.I.C.E.) and special events industry.

• Several convention and expenditure impact studies reveal that the per
capita expenditure of delegates attending international, national and
regional events is approximately 4 to 6 times higher that of the leisure
traveller.

• Thus, countries all over the world position themselves as the event
destination.
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 Events vary in size, content and
purpose making the industry
extremely diverse.

As an event leader, it is important to

distinguish, the differences in
terminology.
Types of Events
This will enable you to grasp the
kind of event that your client would
like to produce.

This way, you can plan, manage and

coordinate the event requirements
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well (Aastroff and Abbey, 1998).
 1.EVENTS
BASED ON SIZE

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 Click icon to add picture
1.1 Mega Events

MEGA EVENTS ARE THE

LARGEST EVENTS
GENERALLY TARGETED
AT INTERNATIONAL
MARKETS (VAN DER
WAGEN, 2009).

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Mega Events

• These are events so large they affect whole economies and

reverberance in the global media (Allen, O’Toole, Harris and

McDonnell, 2002).

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Mega Events

•
These are also events expressly targeted at the international

tourism market and may be suitably described as mega by virtue of

their size in terms of attendance, target market, level of public

financial involvement, political efforts, extent of television

coverage, construction of facilities, and impact on economic and

social fabric of the host community (Hall, 1992)

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Mega Events
• The World Cup Soccer and the Superbowl are two examples of mega
events.

• Some event professionals put the Olympic Games in a megaevent

category of its own, called Olympic Tourism.

• This is due to the magnitude of the investment, infrastructure and

interest generated before, during and even after the Games.

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1.2 Hallmark Events

• Hallmark events are designed to increase the appeal of a specific

tourism destination or region (van der Wagen 2009).

• Whenever hallmark events are mentioned, the Carnival in Rio de

Janeiro, The Royal Edinburgh Military Tattoo and the Rose Parade
come to mind.

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 M.I.C.E. is the fastest growing segment of the
tourism industry.

It positively affects other tourism sectors –

transportation, entertainment, accommodation,
food and beverage, attractions, travel trade –
2. M.I.C.E. due to the high-value spending potential of
delegates, exhibitors, and host organizations.

It generates multiple benefits to host countries

and regional economies.

Thus, the competition to host major M.I.C.E.

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events is fierce.
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2.1 Meeting

• A meeting takes place when two or more people come together with a
common agenda.

• People attend meetings for education, training, decision-making,

research, sales, information exchange, networking, strategic planning,
teambuilding and problem solving.

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2.1 Meeting

• A general term indicating the coming together of a number of people

in one place, to confer or carry out a particular activity.

• Frequency can be on an ad hoc basis or according to a set pattern, as

for instance annual general meetings, committee meetings
(International Association of Professional Organizers)

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 Types of Meetings
10

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Conference
• An event used by any organization to meet and exchange views,
convey a message, conduct a debate or give publicity to some area of
opinion on a specific issue.
• No tradition, continuity or periodicity is required to convene a
conference.
• Although not generally limited in time, conferences are usually of
short duration with specific objectives.
• Conferences are generally on a smaller scale than congresses
(Convention Industry Council).

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Conference
• Medical conferences are among the most commonly held events in the
world. These are usually focused on a specific specialization such as
pediatrics, plastic surgery, biochemistry and even forms of alternative
medicine.

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Congress

• The regular coming together of large groups of individuals, generally

to discuss a particular subject.

• A congress will often last several days and have several simultaneous
sessions.

• It is also the European term for convention (Convention Industry

Council).
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SYMPOSIUM

• A SYMPOSIUM is a formal presentation where there is limited

interaction between presenters and the audience.

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LECTURE

• A LECTURE is an individual presentation, often by one expert where

the audience can ask questions after the discussion.

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PANEL

• In a PANEL, two or more resource persons offer their opinions on a

specific topic.

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WORKSHOPS

• WORKSHOPS require hands-on activities to facilitate learning.

• These deal with specific problems, issues or assignments.

• Face-to-face discussions are expected from the participants.

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FORUM

• A FORUM is an interactive discussion led by invited speakers.

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SEMINARS
• SEMINARS provide room for interaction between attendees and
resource speakers.

• There is a lot of sharing of knowledge and experience from both parties.

• This is preferred for use in small groups.

• For big groups, the seminar changes format to either a forum or a

symposium.

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CLINIC
• A CLINIC refers to training activities, usually sports activities. It
presents drills and instructions on specific topics.

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RETREATS
• RETREATS are generally spiritual in nature usually conducted in a
located away from the city.

• It is used for bonding, planning sessions or for relaxation and

meditation.

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2.2 Incentives

• The Society of Incentive and Travel Executives (SITE) define

incentive travel as:

 a global management tool that uses an exceptional travel

experience to motivate and/or recognize participants for increased
levels of performance in support of organizational goals

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2.2 Incentives
• An incentive is a gift for a job well done.

• It is also motivational tool to encourage employees to achieve business

goals such as a sales quota set by a company.

• Incentives are not only vacations in exotic destinations, but include

golf and casino games, shopping, spa and massage treatments and/or
concert tickets.

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2.3 Conventions
• A convention is also defined as a meeting with an exhibit.

• Its strength comes from the combined attractions of having multiple,

simultaneous activities.

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2.3 Conventions
• Gathering of delegates, representatives, and members of a membership
or industry organization convene for a common purpose.

• Common features include educational sessions, committee meetings,

social functions, and meetings to conduct the governance business of
the organization.

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2.3 Conventions
• Conventions are typically recurring events with specific, established
timing (Convention Industry Council).

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2.4 Exhibitions
• Event at which products, services or promotional materials are
displayed to attendees visiting exhibits on the show floor.

• These events focus primarily on business-to-business relationships

(Convention Industry Council).

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 TYPES OF
EXHIBITIONS

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Public or Consumer Show
• Exhibition that is open to the public, usually requiring an entrance fee
(Convention Industry Council).

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Trade Show
• This is generally refers to exhibits that are not open to the public.

• It is considered a business-to-business event where products are not

sold directly during the exhibit.

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Trade Show
• This is generally refers to exhibits that are not open to the public.

• It is considered a business-to-business event where products are not

sold directly during the exhibit.

• An exhibition of products and /or services held for members of a

common or related industry (Convention Industry Council).

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Trade Show
Trade shows provide several advantages to exhibitors and sponsors. A trade
show provides participants with opportunities to:

Initiate contacts with new customers

Develop new trade leads

Maintain and renew contacts with valued clients

Launch new products and services thru live presentations and demonstrations

Enhance corporate profile and image

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Combined Exhibits

• These are exhibits that are open to the trade for the first couple of
days.

• Two major categories are the exposition and the fair.

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Exhibit Categories

• Exhibitions can also be classified by industry, date, host country and

by organizer.

• Two major categories are the exposition and the fair.

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EXPOSITION

• An EXPOSITION refers to a large-scale industrial, regional exhibition

scheduled for a longer period of time, often for several weeks in the
same venue.

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FAIR
• A FAIR is defined as occasional meeting of buyers and sellers specifically to
trade.

• The Center for International Trade Expositions and Missions (CITEM)

organizes local and international fairs and roadshows to promote Philippines
products and services.

• These are categorized into five sectors, namely Consumer Goods, Industrial
Goods and Services, Food and Marine Sector; Information Technology (IT)
and IT-Enabled Services, and Home and Lifestyle Fashion.
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 Click icon to add picture
Events can be categorized based on
purpose and content.

3.EVENTS These are either marketing activities,

BASED ON festivals, fandom, sports competitions or
PURPOSE and
those promoting an advocacy.
CONTENT

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3.1 Marketing Events

• A commerce-oriented event to facilitate bringing buyer and seller

together or to create awareness of a commercial product or service,
scheduled alone or in conjunction with other events (Silvers, 2004).

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3.1 Marketing Events

• An OPEN HOUSE features a new residential and slash or commercial

property for sale or lease.

• A PRODUCT LAUNCH introduces a product or service to entice

people to buy. There are companies that host a soft launch to gauge the
reaction of the media and/or potential customers. This is also used as a
tester for the public. A major launch follows soon after.
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3.2 Festivals

• These are cultural celebrations, either secular or religious, created by

and/or for the public, scheduled alone or in conjunction with other
events.

• Many festivals include bringing buyer and seller together in a festive

atmosphere (Silvers, 2004).

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3.2 Festivals

• Festivals commemorate religious, cultural, social and historical icons,

traditions, beliefs and customs.

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RELIGIOUS FIESTAS

• RELIGIOUS FIESTAS are events that commemorate feast days and

celebrations focusing on one’s faith.

• The calendar of religious festivals in the Philippines are mostly fiestas

in honor of a saint or a tradition.

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CULTURAL EVENTS
• CULTURAL EVENTS are celebrations that refer to the arts as well as to
national, regional, ethnic or indigenous events that honor traditions.

• The arts sector can be divided into two groups, namely performing and visual
arts.

• The former refers to live orchestra, ballet, musicals, stage plays, concerts and
other performances.

• While the latter includes painting, sculpture and installation exhibits among
others.
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SOCIAL EVENTS
• SOCIAL EVENTS include weddings, birthdays, reunions, parties,
graduation and anniversaries which are social activities attended by
families, friends, and/or colleagues.

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3.3 Fandom
• Fandom refers to “people who are fans of a fiction genre, or of a
subgenre, who have their own clubs, conventions and amateur
magazines (fanzies).”

• This is a social group that organizes events for their members only.

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3.3 Fandom
• Members of a fandom can range from children to adults who belong to
a community of fans of a movie (Twilight series); book (Harry Potter
series); comics (Marvel); a television series (X-Files and Star Trek); or
even basketball (Chicago Bulls, Los Angeles Lakers or Barangay
Ginebra).

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3.4 Sports Events
• A spectator or participatory event involving recreational or competitive sport
activities, scheduled alone or in conjunction with other events (Silvers, 2004).

• Aside from the Olympic Games, other major sports contests include the Tour
de France (cycling), the Grand Slam (tennis), World Series (baseball), the
FIFA World Cup (football), and the Monaco Grand Prix (racing).

• Boxing, chess, polo, sumo wrestling, bowling, dragon boat and martial arts
contests also fall into this event category.

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3.5 Advocacy and Philanthropic Events
• These are events created by or for a charitable or cause-related group for the purpose
of attracting revenue, support, and/or awareness, scheduled alone or in conjunction
with other events (Silvers, CSEP).

• Medical-dental missions, fun runs and fund-raising gala events that aim to provide
free specialist services for the marginalized sector or to raise monies for a specific
cause are considered philanthropic events.

• Example of advocacy events are Buwan ng Wika and Heart Consciousness Week.
These are aimed at encouraging support and creating awareness for a particular issue.
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4. SPECIAL EVENTS BASED on NATURAL
PHENOMENA
• There are events that focus on natural wonders, and flora and fauna.

• Some examples are the Northern Lights (Scandinavia), Wildbeest

Migration (Kenya), Killer Whale Safari (Norway), Summer Solstice
(Stonehenge, United Kingdom), and the Cherry Blossom festival
(Japan).

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VIRTUAL EVENTS
• Aside from the usual face-to-face interactions, there are innovations
that have resulted in newer methods of presenting, marketing and
attending events.

• These are the hybrid, virtual and online events.

• The increasing popularity of virtual exhibits and online conferences

are complementing the traditional methods of exhibits and meetings.

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VIRTUAL EVENTS
• Massive open online courses (MOOCs) allow for training to be
delivered online.

• Even interviews and meetings are being conducted using web-based

technologies.

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VIRTUAL EVENTS
• Convention 2020 stated that “virtual and immersive technologies are
converging to a point where they are more affordable, practical and
understood by business.”

• The study also revealed that “moving events to the virtual world can
reduce spending and boost attendance, lead generation and attendee
interest.”

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CONTENT-DRIVEN ONLINE PLATFORMS
• Scott (2011) explains that “social media provides the way people share
ideas, content, thoughts, and relationship online”.

• With the proliferation of various platforms, you can become the expert
on anything.

• You can also curate information materials on ideas you are passionate
about.

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CONTENT-DRIVEN ONLINE PLATFORMS
• Today, a presentation by anyone on anything can be available for
everybody to see.

• These may have been originally delivered in person to a live audience,

then recorded for upload to the internet.

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CONTENT-DRIVEN ONLINE PLATFORMS
• This means that if you need an expert on a topic for presentation in
your meeting – but that person is unavailable – you can simply upload
his video during your event.

• There are thousands, if not millions, oh high definition videos on

various topics that you can choose from to help you teach, positively
influence, and/or excite your target audiences.

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 Thank you.

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Different Committees

• Overall Head • Registration and Invitation

• Certificates and Awards Committee
• Assistant Heads
• Finance
• Marketing and Promotion
• Technical
• Ways and Means
• Documentation

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