Chapter 7 managing and organizing mice events


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Chapter 7 managing and organizing mice events

  1. 1. Chapter 7 Managing and Organizing MICE Events E-mail: . 081-082-7273 1
  2. 2. Objectives 1. identify factors affecting pre-conference operations 2. outline a range of conference room configurations 3. discuss factors affecting food and beverage services 4. discuss and evaluate effective food and beverage styles 5. identify and discuss the impact of computer technology on conference and meeting operations 2
  3. 3. Introduction • Once the organization has chosen a site or venue, and planned all the elements for the event, it is then up to the venue itself to produce what has been promised. • The conference or meeting has moved from a sales imperative to an operational one. • This Chapter focuses on the operational issues relating to convention and meeting management. 3
  4. 4. Introduction • The themes in the chapter cover such areas such as food and beverage (a major element for operations management of events) and technology technology. • There are several minor topics included such as room configurations, and technology for the client. configurations 4
  5. 5. Outlines 1. Pre- Pre-Event Operations 2. Event Operations 3. Food & Beverage Services 4. Technological Arrangement & Options 5. Post-Event Operations Post- 5
  6. 6. Pre- Pre-Event Operations 6
  7. 7. 1. Pre-Event Operations 1.1 Things to be planned at venue 1.2 Booking systems 1. Computerized Booking Systems 2. Manual Booking System 1.3 Staffing 1.4 Internal marketing 7
  8. 8. 1.1 Things to be planned at venue • Management at the venue has to consider the many variables that could impact on the smooth operation of the event, including; 1. attendance at a similar or previous year’s event 2. type of event 3. variety of styles of event (banquet, meeting, workshops, etc.) 4. timing requirement (planning & total actual time) 8
  9. 9. 1.1 Things to be planned at venue (cont.) 5. special needs of organizers and delegates (theme meals) 6. staffing implementations 7. menu types & styles 8. intricacy of room configuration 9. break-down and set-up timings • Depending on size, complexity and lead time involved, there could be numerous items that need furthur detailed discussion. • These could include final room rates; F&B items; check-in procedure; handling special invited guest speakers; AV needs; table decoration; and last minute changes. 9
  10. 10. 1.2 Booking systems COMPUTERIZE VS MANUAL BOOKING SYSTEM 10
  11. 11. Computerized Booking Systems • The ability to trace (follow the progress of) clients from the movement they contact the venue, through the conference. • A critical tool in gaining repeat business and in the provision of quality client-centered service. • Some of the data that can be obtained very quickly and efficiently from such systems include: 1. the average number of delegates per day 2. the average delegate expenditure per day 3. the average delegate expenditure per period of day 4. all biographical data from the organizer 5. full details of any previous events 6. All previous menus and room configuration 11
  12. 12. Computerized Booking Systems • “marketing information”, e.g. total information” revenue, average revenue per event, numbers and types of events in a particular time period, average delegate’s expenditure, space utilization, percentage of referral business, etc. 12
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  17. 17. Manual Booking System • Smaller providers such as motels, small conference centers tend to rely in a manual system for room control and client information. • When a client makes a tentative booking a convention enquiry sheet is completed with as much detail as possible. (See Event Enquiry Form) 17
  18. 18. Manual Booking System • The Function diary is then completed with basic details of the event, including times and room requirements (see function diary) • The function diary is normally considered to be “The Bible” for meeting and conference room control 18
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  21. 21. 1.3 Staffing • Number of staff required • Various types and times of staff required. • How many “core staff” or permanent employees should be included? • How many casual or temporary employees should be employed, and when? • How to authorize line of command or event center, “span of control” 21
  22. 22. 1.4 Internal marketing • Internal marketing deals with how well each event has been communicated internally, this would prevent misunderstanding among: • Convention service mgr. mgr. • Executive chef (F&B) • RSVN supervisor • Banqueting chef & mgr. mgr. • Banqueting supervisor • Receptionists/porters eceptionists/ • Other supporting staff 22
  23. 23. 1.4 Internal marketing • A Banquet Event Order is a document, usually created by an Event Coordinator/F&B Manager. It contains the most of the following information • BEO or Banquet Event Order is commonly used in distributing event information to relevant departments or divisions concerning the event • In essence, a "footprint" of the entire event, from start to finish, no detail left to chance. No BEO is perfect however, as changes are ongoing up to and during any event. An event is a living, breathing "thing" and must be lovingly guided to its successful conclusion. Yeah, right! 23
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  26. 26. Event Operation 26
  27. 27. 2. Event Operations • Many activities are contained in the operations of a conference or meeting, ranging from meeting and greeting the client, through the planning stages and the post-evaluation of the event. • The keys to running a quality operational department are clear and regular communication and careful planning. • One of the most critical aspect of all conferences and meetings is the configuration of the meeting room 27
  28. 28. 2.1 Room configurations • The capacity of meeting room space is affected by the number of factors, including the physical configuration of the room itself, AV requirements, and other concerns. • VISIBILITY • COMFORT • PROJECTION EQUIPMENT • The number of delegates proposed for an event will have an impact on the size and set-up of the room. 28
  29. 29. 2.1 Room configurations • room layout/set-up includes the styles of theater, classroom, hollow square, boardroom, U-shape, herringbone and round-table (see more details on attached page) Timing require in setting up and using each type of room configuration (set-up turnaround time) consider; the type, size and style of the event 29
  30. 30. Theatre or Auditorium STAGE Advantages • Accommodate large group Disadvantages • Difficult for note taking • Poor visibility form the back of the room Suit for • Lecturer-type meeting 30
  31. 31. Theatre or Auditorium 31
  32. 32. Classroom STAGE Advantages • Use a large amount of space per person • Good for note-taking Disadvantages • Poor visibility form the back of the room Suit for • Small Lecturer and workshops where note- taking is required 32
  33. 33. Classroom 33
  34. 34. Hollow square Advantages • Encourage interaction and discussion among participants Disadvantages • Use a large amount of space per person Suit for • Board meeting • Small group discussions 34
  35. 35. Hollow square 35
  36. 36. U- Boardroom and U-Shape Advantages • Encourage interaction and discussion among participants Disadvantages • Use a large amount of space per person Suit for • Board meeting • Small group discussions 36
  37. 37. Boardroom 37
  38. 38. U-Shape 38
  39. 39. Banquet or Round Table Advantages • Can be used when meeting break up in to smaller discussion group, without changing rooms • Can accommodate F&B comfortably. Disadvantages • Use a large amount of space per person Suit for • Banquet, seminar and round table discussions. 39
  40. 40. Banquet or Round Table 40
  41. 41. Set- Set-up turnaround time • Timing and configurations for room set-ups • Enough resource of time and staff • This must be involved with the planning of the event 41
  42. 42. 2.2 Registration • all delegates are to register at event’s venue; think about registration system using different structures • sometimes, they are required to check-in or register at hotels or resorts • Pre-register is an optimal option for large events re- conducting in advance via on-line or register at hotels on- check- when they check-in • should be thinking about “last-minute change” e.g. no- last- change” show, cancellation, uninformed check-in/register delegates 42
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  44. 44. Food & Beverage Services 44
  45. 45. 3. Food & Beverage Services 1. An introduction 2. Type of meal functions 3. Style of service 4. Menu planning 5. Menu selection 6. Staff considerations 7. Food and Beverage Pricing 8. Billing procedures 45
  46. 46. 3.1 introduction into F&B services for MICE events • F&B service is a significant and critical part of MICE event, it can produce a high percentage of revenue because: • in some hospitality establishments, sales or revenues from banquet can exceed restaurant sales • F&B prices are flexible according to number of delegates, scale” “economic of scale” • help reduce the inventory level in the stock or storage areas • costs can be controllable • labor costs & risks tend to be low; number of delegates has already been known in advance 46
  47. 47. 3.1 introduction into F&B services for MICE events Foodservices • The comprehensive range of menus and menu items usually offered by a venue reflects the diversity of the function and meeting market • Naturally, an important consideration in menu design is the style of service that either the group prefers or the venue fells best meets the needs of the client. • The type if service used also influences pricing, staffing levels, and the overall atmosphere of the function 47
  48. 48. 3.1 introduction into F&B services for MICE events Purpose of the event • an image of the event • an opportunity for interaction and networking • present awards, honor dignitaries and showcase a person, product and/or idea • to refresh delegates and sharpen attention • receptive audience and keep delegate interests 48
  49. 49. 3.2 Type of Meal functions 1. Breakfast 2. Refreshment breaks 3. Lunch 4. Dinner 5. Reception 6. Off-premise Catering (outside catering) 49
  50. 50. 3.3 Styles of Service • Regardless of the style of service, there are some foundamental factors that must Buffet-Style be taken into account when the clients Table-style and venue meet to discuss operational Self-Serve issues • These include the venue itself, type of client, the cost and type of meal and number of participants • The style of service chosen should reflect the themes and objectives of the overall and, in many cases, the wishes of the sponsing organization. 50
  51. 51. 3.4 Menu planning consider these factors 1. food costs 2. delegate requirements 3. types of items required 4. nutritional concerns 5. seasonality 6. staffing 7. staffing implementation 8. overall impression 51
  52. 52. 3.5 Menu Selection followings: consider these followings: 1. how to balance the individualization and standardization 2. types of meal 3. service styles 4. cooking styles 5. ingredients & portions 52
  53. 53. 3.5 Staffing Considerations F&B staff consideration: consideration: 1. skills & experiences 2. number of delegates 3. type/styles of services 4. time required, 5. proportion of supervisory staff 53
  54. 54. 3.7 Food & Beverage Pricing Food & beverage pricing and charge 1. per head basis 2. additional charge for “extra” 3. voucher sales; e.g. for lunch, cocktails, dinners, etc. 4. flat-rate charge; single price paid covers all meals and beverages included during the event 5. charge per portion, e.g. per bottle, per dish, per cup, etc. 54
  55. 55. 3.8 Billing procedures • “Master account”; clearly define that which type of account” expenditures would be charged to the organization, e.g. meals during the event, room rental, etc. • “Delegate account”; clearly define that which type of account” expenditures should be charged to the delegate individually, e.g. laundry, bar, room services, etc. • Both accounts must have authorized person (either organization or each delegate) sign in the bill presented by venue’s representative and service personnel 55
  56. 56. Technology 56
  57. 57. 4. Technological Arrangement • Information needs for management levels • operational; basic information about delegates, even booked & times, BEOs, etc. • Tactical; delegate turnover rate, their expenditure, revenues and costs • strategic; total revenue, budget, forecasts of estimated events, economic factors, trends & analysis 57
  58. 58. 4. Technological Arrangement • Technology in convention operation for: 1. marketing 2. reservations and registration 3. food and beverage services 4. technology for the clients; A/V equipment and other technologies used during the event 58
  59. 59. Post- Post-Event Operations 59
  60. 60. 5. Post-Event Operations • Post-event evaluation and contact between the client and the venue concerning about the final bill might be paid • Evaluation and subsequences must be followed up by PCOs, venues and organizations • Feedback from clients about the event, F&B, tours, accommodations, etc. • more details will be discussed in quality issue for MICE 60
  61. 61. Summary • In order to meet client's requirements, venues must have both the necessary amount and the proper type of space for meetings. There are many room configuration options, and those chosen for an event will depend on a number of factors, such as the size of the room, the number of delegates, the needs and activities of the conference and the turnaround times for set-ups. • Food and Beverage service is a significant and critical part of conference operations, and can produce a high percentage of revenue for venues. 61