The document discusses various factors to consider when selecting a destination and venue for a MICE event. It outlines 5 key steps: 1) establishing event objectives, 2) developing a selection brief, 3) choosing a destination based on criteria like accommodations and facilities, 4) selecting a venue and 5) evaluating the physical attributes and quality of service of potential venues. Primary factors for destination selection include infrastructure, culture and climate while secondary factors may include tourism supply, trends and security.

1. http://www.ovations.com.au/team/5mins-greg-barnes.html

6. http://www.ovations.com/

7. MICE & the Destination
Destination Criteria
Venue selection criteria

8. Wisdom:
Change comes silently, we need to accept it, and make it our
friend
50% of things a man knows now will no longer be true in 20
years, and 50% of what man will know in 20 years has not
been discovered today

9. Wisdom:
Change comes silently, we need to accept it, and make it our
friend
50% of things a man knows now will no longer be true in 20
years, and 50% of what man will know in 20 years has not
been discovered today

10. Consumers are silently changing so destinations must
change
The nature of the “new” markets demands:
o Consumer-led, not supply driven, attack
o Marketing to attract customer’s attention
o Products to make it worth their time
o Experiences to match the promises

11. Building a Destination
Selection Criteria:
o Does it deliver a great MICE product
o Is it competitive and sustainable for investors
o Does it have a strong e- and m- presence
o Does it offer value for money / time
o Does it give value for MICE stakeholders
o Does it fit with overall economic development

12. The Destination Maker C
O
O
Investors Public Sector R
D
I
N
Consumers
A
T
Property Market O
R
MICE
Stakeholders

13. How to determine the attractiveness of a destination?
Primary factors of an unchangeable kind
o Secondary factors of a partially variable kind
s Tertiary factors of an unstable kind

14. 2. Primary factors of an unchangeable kind
Static Factors
o Landscape
o Climate
o Infrastructure
o Culture
o Social

15. 1. Secondary factors
Dynamic Factors
o Tourism supply
o Political
o Environment
o Security and safety
o Trends in tourism

16. S Tertiary factors of an unstable kind
Current Decision factors
o Marketing
o Public Organization
o Price
o Private Organization

17. Keys to success are the customers

18. Do not ask what the destination can do for
you, but what you can do for the
destination

19. 2. Establish the aims and objectives of the MICE event
3. Put together the selection brief
4. Select the destination
5. Select the venue(s)

20. Step 1
Establish the aims and objectives of the MICE
event
o SMART

21. o Enhance communication
o Forum for new idea generation
o Increase commitment to decisions
o Encourage co-operation between members
o Opportunity to promote aims of organization

22. o Change in information
o Change in understanding
o Change in skills
o Change in behaviour
o Change in effort

23. Incentives can aim at:
o Dealers
o Sales Persons
o Non Sales Persons
o Consumers

24. o Selling to new accounts
o Putting up product displays
o Achieving customer satisfaction
o Making specified purchases
o Moving full line of products

25. o Increase sales
o Sell to new accounts
o Introduce new products
o Improve Morale
o Bolster slow season

26. o Increase productivity
o Increase quality
o Increase customer service
o Decrease expenses

27. o Customer Loyalty
o Frequent buys
o Getting attention
o Move slow items

28. o Provide a market place for buyers and sellers
o Create connections between exhibitors and visitors
o Involve visitors with ‘hands on’ demonstration of products
o Find ways to interact intimately with visitors and exhibition
o Add entertainment value to all aspects of the exhibition
o Create additional revenue through F&B services etc

29. Step 2
Put together the site selection brief

30. o Variables the Conference Organizer may consider for the
particular event
o Consideration of the destination, site, its location and
facilities available
o Property and venue selection following site tour
o General factors that may be important

31. o Size of group
o Profile of potential delegates
o Characteristics or history of the organization or group
o Desired image / prestige
o Preferred dates / time
o Number of rooms / type of accommodation

32. o Transport to location and venue
o Food and Beverage
o Exhibition Space
o Physical requirements of program
o Special activities / functions
o Acceptable rates / budget

33. Step 3
Destination Selection

34. o Range of accommodation available
o Type, range, availability convention and exhibition
space
o Convenience of destination
o Image
o Drawing power
o Availability – recreational & entertainment facilities
o Access – transport & infrastructure
o Safety & Security

35. o Size of group
o Characteristic of organization
o Type of delegate
o Timing
o Season & climate
o Other events
o Cost
o Pre/post tours
o Entertainment/recreation
o Transport

36. o What are the top criteria for choosing a MICE Destination?
o Motivation Factor
The basic sizzle
o Quality of service
Treatment for participants
o Leisure Activities
Broad Spectrum
o Accessibility
Value for distance
o Cost
“Just” a selection Criteria

37. o Selection Criteria ○ Subjective Evaluation
Criteria
o Air Access ○ Responsiveness
o Sightseeing ○ Negotiability
o Activities ○ Creativity
o Quality Operation ○ Understanding MICE
Flexibility
o Competitive Edge ○ Price/Value

38. 1. THE BUDGET
2. TIME OF THE YEAR
3. BUSINESS OR PLEASURE
4. DEMOGRAPHICS OF THE WINNERS
5. MICE HISTORY
6. ACCESSIBILITY
7. FACILITIES
8. THINGS TO DO
9. INCENTIVEEXPERTISE
10. PERSONAL EXPERIENCE

39. Challenges for Incentive Buyers
o Unpredictable costs
o Site selection
o Unreliable travel suppliers
o Failure to understand MICE ‘groups’
o Package programs
o Lack of promotional support materials
o Difficulty in evaluating the program

40. Major Challenges
o Industry Cooperation
o Competitive Destinations
o Government Support
o Infrastructure
o Training

41. ○ Appeal ○ Image ○ Accessibility
○ Value ○ Safety ○ Climate
○ Activities ○ Attraction ○ Festivals
○ Festivals ○ Accommodation ○ Transportation
○ Airport facilities ○ Human Resources ○ Restaurants
○ Government ○ Official tourist organization
○ Destination Management

42. The “VALUE CHAIN”
Each supplier is part of the chain, the weakest part
denotes the strength of the destination!

43. Do not ask what the destination can do for
you, but what you can do for the destination

44. Step 4
Venue Selection

45. Physical Attributes
o Location
o Convention and meeting rooms
o Accommodations
o Other
Renovation
Other groups using facility at same time

46. Quality of Service:
o Quality, consistency and reliability
o Communication
o Attitude of venue staff
o Prompt, clear courteous
o Dependability and experience of venue staff

47. Understand the conference objectives
○ Training/education ○ Recognition/reward
○ Organization/review ○ Networking
○ Motivation/Productivity stimulus ○ Recreation/incentive
Consider the venue type & style
○ Hotel ○ Auditorium
○ Resort ○ 5-star, 4-star, 3-star
○ Convention Centre ○ Reputation
○ Function Centre ○ Perception

48. Consider the venue location & access
○ CBD ○ Interstate
○ Metropolitan ○ International
○ Regional/Country ○ How will everyone get there?
Define Basic Requirements
○ Delegates – how many, who are they,
○ Main meeting room – pillars, sightliness, what do they expect
○ Breakout/syndicate rooms(s)