The document discusses events management and the events industry. It defines what an event is, provides the history and evolution of events, and describes the characteristics of events. It then discusses events management as the application of project management principles to plan, create, and develop various types of events. The document also outlines the key roles in an event team and provides an overview of the events industry in the Philippines, including the growth of the MICE (Meetings, Incentives, Conventions and Exhibitions) sector.

1. Events Management
CMICE
M.Aldana

3. What is an Event?
› An event is commonly understood as an
occurence; something that happens.
› Goldblatt (2002) defined special events as “a
unique moment in time celebrated with
ceremony and ritual to satisfy specific needs.”
• The word Event came from the
Latin word E-venire which means
outcome

4. Events on Two Perspectives
› A special event is a one-time or infrequently
occuring event outside normal programs or
activities of the sponsoring or organizing body;
or
• To the customer or guest, a special event is an
opportunity for leisure, social or cultural
experience outside the normal range of choices
or beyond everyday experience. – D. Getz
(1997)

5. History of Events
› Events can be traced back to early history, when
communities would gather for religious worship
and celebration.

6. History of Events
› As society started to create towns and social
systems, event venues became an intrinsic
dimension of the town planning process.

7. History of Events
› Romans cities often included arenas and
amphitheaters for shows and events, forums, or
marketplaces for trading and community events,
and shrines and churches for religious
celebration.

8. History of Events
› 18th and 19th centuries produced a wider range of
products and equipment, the commensurate
growth in world trade led to the development of
trade fairs and exhibitions.

9. History of Events
› The evolution of the events sector reflects the
social, political, economic, environmental and
technological growth of society. For these
reasons, the events sector will also change in the
future.

10. Characteristics of Events
› Are unique occurences that do not
happen very often
› Have a limited duration (happening
within hours or days at the most)
› Happen with a live audience in
attendance
› Require one or more groups to plan and
organize
› Are staged for a purpose

11. Characteristics of Events
› Often “once in a lifetime” experience for
participants.
› Generally expensive to stage
› Takes place in a short span of time
› Requires long and careful planning
› Generally takes place only once
› Carries a high level of risk – financially and by
safety
› A lot is at stake, including the event management
› (Van Der Wagen, 2007)

12. › To sum it, “Events are unique happenings that
bring people together for a purpose”

13. Events Management
› Event management is the application of project
management to the creation and development of
festivals, events and conferences.

14. Events Management
› Event management involves studying the
intricacies of the brand, identifying the target
audience, devising the event concept, planning
the logistics and coordinating the technical
aspects before actually launching the event.

15. Types of Events
› Accoring to purpose: (4 C’s)
– Celebrate
– Commune
– Convene
– Commerce

16. Celebrate
› Events bring together to celebrate life’s
milestones and accomplishments, and
to perform rituals or ceremonies as
required by religion, culture or society.

17. Commune
› Events bring people together to
commune and strengthen bonds of
friendship and restore relationships.

18. Convene
› Events bring together to convene, that
is to share and pass on knowledge
among peers and colleagues.

19. Commerce
› Events bring people together for
commerce – to market and promote
product offerings.

20. Type of Events
› According to number of participants:
– This may range from limited board meetings to wide-
scale conventions with thousands of delegates.

21. Type of Events
› According to frequency:
– Can be monthly, quarterly, semestral, annual, biennial,
or on a need to basis.

22. Size of Events
› Minor Events
– Most events fall in this category – meetings parties,
celebrations award ceremonies, sporting finals and
may other community and social events fit into this
category.
– Examples: 18th Birthday, Angelite of the Year, CHM
days

23. Size of Events
› Major Events
– These events attract significant local interest and large
numbers of participants, as well as generating
significant tourism revenue.
– Examples: Bench Universe Fashion Show, Miss Earth

24. Size of Events
› Hallmark Events
– Are designed to increase the appeal of a specific
tourism destination or region.
– Examples: Carnaval in Rio de Janeiro, Panagbenga in
Baguio

25. Size of Events
› Mega-events
– The largest events and are generally targeted at
international markets.
– Examples: Olympic Games, World Cup Finals,
Superbowl

26. Size of Events

27. Other Types of Events
› Sporting
› Entertainment, arts, cultural festivals
› Commercial, marketing and
promotional events
› Meetings, conventions and exhibitions
› Family events
› Fundraising
› Miscellaneous events

28. Types of Events

29. Types of Events

30. Event Team
› An event manager is generally supported
by a team which grows exponentially as
the event draws near.
› The manager typically works with a
number of contractors (venue managers,
stage managers, lighting, audio & video
companies, entertainers, security
companies, catering companies, printers,
etc

31. Event Team
› the team that researches, plans,
designs, coordinates and evaluates an
event.
› “a pulsing organization” (Toffler, 1980)

32. Career in the Events Industry
› We've all been an event planner at one point in our
lives-- from planning a birthday party to organizing
a company outing. Indeed, planning an event can
be tiring and stressful, yet can also be as rewarding
as any other profession, especially if you are able
to lay out your plans very well. The secret of a
successful activity or event does not lie on how big
the budget is or where the venue is. Everything is
all about proper and careful planning.

33. The Philippine Events Industry
› In the Philippines, event management is still a
young but rapidly rising industry. Most event
management industries trace their roots in the
advertising and PR industries, hospitality, tourism,
exhibits and exposition, and marketing.

34. The Philippine Events Industry
› Many event planners/managers/coordinators
learned to manage events as part of their job.
› Many of those who focus on weddings and
birthdays, learned the business by planning their
own events first.

35. The Philippine Events Industry
› The development of the Philippine convention industry became official
government policy in 1976, a milestone year that marked the
establishment of Southeast Asia’s first full-fledged convention center,
the Philippine International Convention Center (PICC) and the creation
of the Philippine Convention Bureau (PCB) as a government corporation
dedicated to the promotion of Philippines as a meetings and
convention destination.

36. The Philippine Events Industry
› That same year, the Philippines
successfully played host to the
International Monetary Fund - World
Bank Joint Conference that signaled
the entry of the Philippines into the
world conventions market. › Since then, the Philippines has
hosted some of the biggest and most
important international and regional
meetings, conferences, conventions,
congresses, and events that have
made its capital city, Manila, one of
the acknowledged “Convention
Cities” of the world.

37. The Philippine Events Industry
› The Philippine Convention Bureau
(PCB) was later reorganized in 1987
to become the Philippine Convention
and Visitors Corporation, now known
as Tourism Promotions Board (TPB),
in response to market developments
which embraced the new, more
specialized, and quality-oriented
Incentive Travel Industry.

38. The Philippine Events Industry
› In recent years, the meetings, conventions, and
incentive travel industry evolved into an even
wider representation of several specialized sector
of tourism to encompass exhibition and events.
The convention industry now became known by
the acronym: MICE, which stands for Meetings,
Incentives, Conventions and Exhibitions/Events.

39. The Philippine Events Industry
› As Asia’s pioneer in conventions, the Philippines
can easily host an international event with
expertise and creative approaches.

40. M.I.C.E.

41. MICE
› MICE represents four event subfields – Meetings,
Incentives, Conferences and Conventions, and Exhibitions.

42. Meeting › A meeting is a gathering of 10 or more
individuals for a minimum of four
hours in a contracted venue.
› Meetings are often exclusive and
formal.
› Ex. Annual general meetings, board
meetings, management meetings

43. Incentives
› Incentives are events used to promote
particular actions among a specific group of
people.
› Incentive travel is a global management tool
that utilizes travel experience to increase the
performance of an organization in achieving
its goals.

44. Convention
› A convention is a gathering of individuals to discuss
common interests that are usually based on a profession
industry or fandom.
› Ex. Philippine Medical Association Convention, TOYCON

45. Conferences
› Conference comes from the Latin word confer
meaning bring together.
› It is another big meeting of various sectors of an
industry that can last for several days with hundreds or
thousands of participants.

46. Exhibition
› An exhibition is an organized presentation, display,
or demonstration of particular items.
› The purpose is to attract new customers, maintain
and renew ties with valued clients, launch new
products and services through live presentation, and
to enhance the corporate profile and image of the
organizer or sponsor.