Chapter 1
1Prepared by: AY Clores
Learning Objectives
 Apply general information on the structure and operation of the event
industry
 Differentiate the d...
3
SO YOU THINK
YOU CAN PLAN???
I HOPE YOU ARE READY BECAUSE YOU
GOT A LONG WAY TO GO...
Before We Start Here…
You might want brush up on a few things
You are DEFINITELY going to need to be
knowledgeable in ALL ...
What are Events?
 An event can be described as a public
assembly for the purpose of celebration ,
education, marketing or...
Categories of Events
Events can be classified into four broad categories based on their
purpose and objective:
1. Leisure...
What is Event Management?
 Event management, the most profound form of advertising and marketing, is a
glamorous and thri...
The Meaning and Importance of the
Meeting, Incentives, Convention and
Exhibition Industries
Meeting: designed to bring
peo...
Meeting Set-Ups
• Set-Ups…
– Theater style
– Classroom style
– Boardroom style
9
The Meaning and Importance of the Meeting,
Incentives, Convention and Exhibition
Industries
Congress
regular or periodic g...
The Meaning and Importance of the Meeting,
Incentives, Convention and Exhibition
Industries
Incentive:
an activity to enco...
• Seminars
– are educational events for the training of
managers and employees. Most seminars are
not comparable with bori...
The Meaning and Importance of the
Meeting, Incentives, Convention and
Exhibition Industries
•Exhibition: an event
designed...
14
The Role of the Meeting, Incentives,
Convention and Exhibition Industry in the
Tourism Industry
Traditional Meeting vs Vir...
4 Major Components of the
Convention Industry:
1. Planners: individuals or groups
that plan out meetings,
conventions and ...
 Independent Meeting Planners: contract their
services to both associations and corporations
2. Host Facilities: provide ...
4. Exhibitors: work for the company which is
hosting the meeting/convention. They are
financially linked with all segments...
History of Meetings, Incentives, Conventions
and Exhibitions
• Exhibition
– World Exposition in the middle of 19th
century...
20
The Growth of the Meetings, Incentives,
Conventions and Exhibition Industry
Factors of Growth:
• Meeting planners associat...
• Conference centers: modern restaurants,
recreational facilities
• Meeting technology: video projectors,
microphones, Wi-...
Meetings Management
Meeting Planners must possess
strong administrative and
leadership qualities.
23
Parts of an Event Activity
 Pre-event Activities
 Planning & conceptualization
 Establish objectives
 Forecast attenda...
Parts of an Event Activity
 On-site Activities
 Conduct pre-event briefing
 Prepare executive and
contingency plans
 R...
Organized
Efficient
Responsive
Attentive
Intelligent
26
 PromptPrompt
 CourteousCourteous
 HardworkingHardworking
...
Majority of planners are between
the ages of 35-55. More than 50%
are women, 66% have a college
education. Most of them ha...
Career opportunities are in the following
Industries:
• Event Management
• Event Management Consultancy
• Hotel, travel an...
Chapter Test: ½ sheet of paper
– What is an EVENT?
– What are the parts of an event?
– Explain why MICE is an important se...
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Events mgt. chapter 1 sy 2013 14

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  • The array of events that an event management business can provide is remarkable. They can organise events for a small group of people or huge events with a large number of people. Event planners are specialists at keeping staff content and impressed, and they will also give the notion that your business is successful and professional. A successful business is one of the most striking inducement to a likely investor. An event management team can cost money, but it could also make money in the future.
  • From product launches to press conferences, companies create promotional events to help them communicate with clients and potential clients. They might target their audience by using the news media, hoping to generate media coverage which will reach thousands or millions of people.
  • Meetings is general term that refers to the gathering of people to discuss a set of agenda or do a particular activity. It can be called on an ad hoc basis (as needed) or following a set of pattern such as an annual stockholders meeting. Meetings do not include exhibits.
  • Corporate Events Conferences are popular and significant business events. Conferences are among the most vital events that professional event managers sort out. The term conferences can pertain to a range of gatherings from a group of researchers who gather to confer scientific results to a group of sales people who are training. Conferences can be academic, medical, business, training and internet conferences. Meetings are common business events in large companies, perfect to discuss operational and financial strategies. A meeting is an assembly of individuals to realise a common goal. In business meetings, leaders use oral communication, audio-visual productions, group discussions and other means to achieve corporate strategies. Ideally, meetings initiate realistic programs and marketable tactics. Logically, meetings can be repetitive, long marathons of corporate mix up. An event manager must drive out these negative notions and inspire professionalism and originality. Trade Shows exhibitions is where companies can display and exhibit their latest products. A professional presentation is central. To the general public, these trade shows are an brilliant way to find out more about local businesses, especially if people are fascinated in a certain type of business. For instance, home improvement expos are held in nearly every town to exhibit remodeling companies, contractors and even landscapers.  For businesses, trade shows are a large part of many marketing budgets since they are a great way to meet many people fast. Customers come to them. And if they stop by your booth, that generally means they are a great prospect. You can construct a display that displays the top of your business. Golf Events golf tournaments or retreats are events aim to obtain new customers, to boost customer loyalty or to encourage employees. Golf has progressed from an select gentleman’s game into an affordable public pastime. It is accessible to any man-jack who can procure a cheap set of clubs and a few balls which he is guaranteed to lose in a few days. Since golf is such an admired trend, an educated event manager wishes to comprehend how to run golf tournaments and recoils. 
  • Conference are for study purposes that involves inputs and sharing of findings and requires active contribution form the attendees. It is smaller compared to a congress which facilitates easier exchange of information.
  • Seminars are educational events for the training of managers and employees. Most seminars are not comparable with boring lectures. Interactivity is the key. Being a well-liked resource of academic, professional or technical instruction, seminars provide information to varied audiences. These tutorials may be private or public, series or single, commercial or informative, lecture- or dialogue-based. They are less formal than academic lectures, permitting audience members to interpolate opinions or argue outcomes.  Team Building Events are a means to expand and encourage teams in companies and divisions. It refers to everything about the planning of professional team building events. Team building events are ideal for companies and their divisions to motivate their employees and to develop real teams. Taking a walk on a rope several feet in the air hoping that your teammates will grab hold of you when you fall is an example. Many corporations have employed these exercises to encourage employees to work better as a team. Business Dinners is a very old corporate custom to terminate fiscal years, commemorate new milestones or to get in touch with key customers. They combine entertainment with professionalism and let different corporate levels and branches to mix and come together. A triumphant business dinner honors company achievements, identifies successful employees, and amuses the guests.  Opening Ceremonies are held to start conventions, annual meetings and other events that last for two or more days. Event Management of opening ceremonies may be critical when an event, a conference or a convention lasts for a number of days and when the event organisers desire to collect, talk to and greet the entire audience. No ceremony is as appreciated as the opening ceremony of the Olympic Games. Athletes from around the world congregate in preparation for competition of hundreds of sports. Celebrities perform, frequently singing songs written particularly for the occasion. Arranging for the Opening Ceremony commences weeks prior to the event, with a customary torch run around the world. The event is always one of the top rated shows as millions from around the world observe from home. Theme Parties are events that devote to a special topic. Popular events are casino nights, Halloween parties, Mardi Gras, pick a decade etc. Trade Fairs are a enormous opening to showcase your most recent products to customers and business partners. Event management of trade fairs is where companies showcase their most recent products and services. In reality , not all fairs have such playfulness and celebration; trade and career fairs are particularly less entertaining, although more constructive. Led by a knowledgeable event manager, a trade or career fair is a unique chance through which buyers and sellers can get together.  Trade fairs are events in which corporations of a particular industry assemble to exhibit their most recent products and innovations.  Moreover, trade fairs are appealing, living advertisements. Award Ceremonies are great events to pay tribute and motivate key staff or to get hold of and retain customers. Event planners are able to sort out events to keep in mind. Event Management of Award Ceremonies honor staff or obtain customers. Award Ceremonies are a significant type of event as we live in a society that loves to pay tribute to people for their success. Some of the most watched programs on television are award ceremonies, for instance the Oscars, the Grammy’s and the Olympics. Companies, organisations and other groups love to pay tribute to their own. These ceremonies are matched by in-hour meeting or marketing professionals or outside companies.  Board Meetings concentrate on strategic goals and visions. The event venue and the planning process should mirror the influential nature of these meetings. When members of a Board of Directors assemble to discuss corporate agenda, they produce a board meeting. Board meetings concentrate on strategic goals and company vision over in depth logistics and should be crafted with big ideas in mind. Lacking these sessions, a company can soon become unfocused, disheartened or lost within the corporate bureaucracy. Because of the well-regarded status of the attendees, a board meeting should be designed some time ahead (12-24 months). Build up a theme for the convention; it is not related to décor or celebration, but to the type of decisions made. 
  • World Exposition (gathering of people showcase of products, arts and everything in their homeland) DMAC serving more than 1.5 k members from over 625 destination marketing organizations in more than 25 countries.
  • Events mgt. chapter 1 sy 2013 14

    1. 1. Chapter 1 1Prepared by: AY Clores
    2. 2. Learning Objectives  Apply general information on the structure and operation of the event industry  Differentiate the differences between meeting, congress, convention and conference  Appreciate the significance of the industry to oneself and update industry knowledge  Gain basic knowledge on the beginnings and developments in the MICE industry in the Philippines and the international community 2
    3. 3. 3 SO YOU THINK YOU CAN PLAN??? I HOPE YOU ARE READY BECAUSE YOU GOT A LONG WAY TO GO...
    4. 4. Before We Start Here… You might want brush up on a few things You are DEFINITELY going to need to be knowledgeable in ALL these areas • Project Management • Human Resources • Art • Festivities Expert • Accounting • Box Office • Salesmanship • Graphic Designer • Caterer • Program Administrator • Stylist • Public Information Agent
    5. 5. What are Events?  An event can be described as a public assembly for the purpose of celebration , education, marketing or reunion.  Events can be classified on the basis of their size, type and context.  Event management is the application of project management to the creation and development of festivals, events and conferences.  The recent growth of festivals and events as an industry around the world means that the management can no longer be ad hoc. 5
    6. 6. Categories of Events Events can be classified into four broad categories based on their purpose and objective: 1. Leisure events e.g. leisure sport, music, recreation. 2. Cultural events e.g. ceremonial, religious, art, heritage, and folklore. 3. Personal events e.g. weddings, birthdays, anniversaries. 4. Organizational events e.g. commercial, political, charitable, sales, product launch. Leisure events Cultura l events Personal events Organizational events
    7. 7. What is Event Management?  Event management, the most profound form of advertising and marketing, is a glamorous and thrilling profession. It provides an opportunity for unleashing one's creative potential to a very high degree.  Event management is a process of organizing a professional and focused event, for a particular target audience. It involves visualizing concepts, planning, budgeting, organizing and executing events such as fashion shows, musical concerts, corporate seminars, exhibitions, wedding celebrations, theme parties product launching etc. It is a good career option which does not require much investment and offers a lot of independence and flexibility .  Event management is considered one of the strategic marketing and communication tools by companies of all sizes. 7
    8. 8. The Meaning and Importance of the Meeting, Incentives, Convention and Exhibition Industries Meeting: designed to bring people together for the purpose of exchanging information to discuss a set of agenda or do a particular activity; does not include exhibits 8
    9. 9. Meeting Set-Ups • Set-Ups… – Theater style – Classroom style – Boardroom style 9
    10. 10. The Meaning and Importance of the Meeting, Incentives, Convention and Exhibition Industries Congress regular or periodic gathering of people who belong to religious, cultural, professional or other associative groups. This is often staged to shed light on a particular question, subject or issue. Convention: an event in which meetings are combined with exhibitions. Conferences can be academic, medical, business, training and internet conferences. 10
    11. 11. The Meaning and Importance of the Meeting, Incentives, Convention and Exhibition Industries Incentive: an activity to encourage the participants to increase production or solve problems within an organization. Conference • When any group gets together to exchange views and consequently to convey a message, open a debate or give publicity to some opinions or issues such as climate change 11
    12. 12. • Seminars – are educational events for the training of managers and employees. Most seminars are not comparable with boring lectures. Interactivity is the key. 12
    13. 13. The Meaning and Importance of the Meeting, Incentives, Convention and Exhibition Industries •Exhibition: an event designed to bring together providers of products, equipment and services in an environment in which participants can demonstrate their products and services to a group of participants. •Culinary Arts Exhibit •Root Crops Exhibit • Trade fairs: are a enormous opening to showcase your most recent products to customers and business partners. Event management of trade fairs is where companies showcase their most recent products and services. 13
    14. 14. 14
    15. 15. The Role of the Meeting, Incentives, Convention and Exhibition Industry in the Tourism Industry Traditional Meeting vs Virtual Meeting With the evolution of advanced innovative technologies to cut cost, empower employees to spend quality time with their families, and maximize participation of the target participants, is traditional meeting a thing of the past? 15
    16. 16. 4 Major Components of the Convention Industry: 1. Planners: individuals or groups that plan out meetings, conventions and exhibitions  Corporate Meeting Planners: work exclusively for a corporation  Association planners 16
    17. 17.  Independent Meeting Planners: contract their services to both associations and corporations 2. Host Facilities: provide lodging, meeting rooms and food and beverage. These include the accommodations sector, restaurants, and universities. 3. Services: refer to individuals and organizations that provide support for the meetings such as transportation, tour guide companies, and entertainers. 17
    18. 18. 4. Exhibitors: work for the company which is hosting the meeting/convention. They are financially linked with all segments to introduce products and/or services. They provide the revenue needed for the planners. Otherwise called as Advertising Director, Communication Director, Marketing Executive. 18
    19. 19. History of Meetings, Incentives, Conventions and Exhibitions • Exhibition – World Exposition in the middle of 19th century – Great Exhibition in England (1851) – World Expo (1970) • Meetings & Conventions – Congress in Vienna (1814-15) – 1st convention bureau was established in Detroit (1895) – Destination Management Association International claims to be the largest association of convention and visitors bureau (CVBs) • MICE in the Philippines – International Monetary Fund (IMF) Meeting in 1976 held in Manila – Asian Institute of Tourism (AIT) was established in same year granting unit degree of the UP System – Philippine Convention Bureau (PCB) was created (PD 867) and was reorganized and renamed Phil. Convention & Visitors Bureau (PCVB) 19
    20. 20. 20
    21. 21. The Growth of the Meetings, Incentives, Conventions and Exhibition Industry Factors of Growth: • Meeting planners association: education, travel agency • Airline industry: commercialized charter/jet airplane • Lodging industry: hoteliers • Convention centers: PICC; CICC industry and association affairs since 1980s 21
    22. 22. • Conference centers: modern restaurants, recreational facilities • Meeting technology: video projectors, microphones, Wi-Fi ready environment • Ground handlers: transportation, sightseeing packages, banquets, hotel reservation 22
    23. 23. Meetings Management Meeting Planners must possess strong administrative and leadership qualities. 23
    24. 24. Parts of an Event Activity  Pre-event Activities  Planning & conceptualization  Establish objectives  Forecast attendance and budget  Site or venue selection  Negotiate contracts  Prepare correspondence  Create marketing plan  Plan and organize logistics  Plan and organize audiovisual needs 24
    25. 25. Parts of an Event Activity  On-site Activities  Conduct pre-event briefing  Prepare executive and contingency plans  Regulate management team  Troubleshoot  Approve invoices  Post-meeting Activities  Plenary summary  Evaluate  Award recognition  Shipping arrangement  Plan for next year/next event 25
    26. 26. Organized Efficient Responsive Attentive Intelligent 26  PromptPrompt  CourteousCourteous  HardworkingHardworking  FriendlyFriendly  HospitableHospitable 10 personality characteristics of successful meeting planners (Strick & Montgomery):
    27. 27. Majority of planners are between the ages of 35-55. More than 50% are women, 66% have a college education. Most of them have more than four years experience in the field. 27
    28. 28. Career opportunities are in the following Industries: • Event Management • Event Management Consultancy • Hotel, travel and hospitality Industries • Advertising Agencies • Public Relations Firms • Corporations • News Media • Non profit organizations • Integrated marketing communications companies 28
    29. 29. Chapter Test: ½ sheet of paper – What is an EVENT? – What are the parts of an event? – Explain why MICE is an important sector of tourism. – Differentiate: meetings, convention, congress, and conference 29

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