Unit 1 the

event context

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Prepared by: AY Clores
Instructor, HRTM 195
Learning Objectives
Define the basic concepts, structure and
operation of the event industry
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

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What are Events?
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.

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What is Event Management?

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

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Categories of Events: Size & Type
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
Personal
events
Organization
al events
Types of Meetings
I ntroduction to Hospitality, J ohn
Walker
D Clinic: Workshop-type educational experience in which
attendees learn by doing
D Forum: An assembly for the discussion of common
concerns
D Seminar: A lecture and a dialogue that allow participants
to share experiences in a particular field
D Symposium: An event at which a particular subject is
discussed by experts and opinions are gathered
D Workshop: A small group led by a facilitator or trainer
Development of the
Industry
I ntroduction to Hospitality, J ohn
Walker
D People have gathered to attend meetings,
conventions, and expositions since the
ancient times
IJ Mainly for social, sporting, political, or religious
purposes
Development of the
Industry
I ntroduction to Hospitality, J ohn
Walker
D Associations go back many centuries to the
Middle Ages and before
IJ The guilds in Europe were created during the Middle
Ages to secure proper wages and maintain work
standards
IJ Associations began in the United States at the
beginning of the eighteenth century, when Rhode
Island candle makers organized themselves
Development of the
Industry
I ntroduction to Hospitality, J ohn
Walker
D Meetings, incentive travel, conventions, and
exhibitions (MICE) represent a segment of the
tourism industry that has grown in recent
years
D MICE tourists spend about twice the amount
of money that other tourists spend
Event Size
Mega events for
international
markets
Hallmark events
to increase the
appeal of a
specific tourism
region
Major events
attract significant
local interest & large
number of
participants, as well
as generating
significant tourism
revenue
Minor events festive,
historical, MICE, and
many other
community events
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M
meetings
I
incentives
C
conferences
E
events
Meet & Greet Services
Transfer Arrangements
Destination & Venue Options
Hotel Accommodations
Teambuilding & Ice Breakers
Tailor-Made Entertainments



Destination Recommendations
Air Ticket Booking/Coordination
Recreational Activities
CSR Programs
Dining Options
After-Dining Fun & Shopping



Registration & Hospitality Desk
Video, Sound & Light
Equipments
Stage & Backdrop Design and
Production
Professional Coordination &
Logistics


Off-site Venue Recommendations
Tailor-made Themed Dining
Thai, International & Various Tailor-Made Performances
Theme Planning, Dcor & Ambience Facilitation
Corporate Souvenirs & Awards

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
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Meeting Set-Ups
Set-Ups
Theater style
Classroom style
Boardroom style
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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.

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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
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Seminars
are educational events for the
training of managers and
employees. Most seminars are
not comparable with boring
lectures. Interactivity is the key.
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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.
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Event
Meeting
Congress
Conventi
on
Conferenc
e
Frequency
Regular or as
needed
Regular
As needed
As needed
Exhibition
No exhibit
Can be with
exhibit
Can be with
exhibit
No exhibit
Size, type
of
attendance
Small groups
For members
only on a
representational
basis
Members in
bigger groups
No membership
required; smaller
than congress
Purpose
Discuss agenda
Resolve
questions/issues
Deliberate and
establish rules,
policies, business
strategies. Etc.
For study purpose
MICE in the Philippines
Event Management for Tourism, Sports, Business and MICE:
A Philippine Perspective
By Maria Arlene (Bam) S. Tuazon-Disimulacion
2012
Books Atbp. Publishing Corp.
Mandaluyong City, Philippines
Tourism Competitiveness of
Selected ASEAN Countries (2009)
(Source: World Economic Forum Report, 2009)
COUNTRY OVERALL INDEX SUB-INDEX
Regulatory
Framework
Business
Environment and
Infrastructure
Human, Cultural and
Natural Resources
ASEAN
Rank
Overall ASEAN
Rank
Overall ASEAN
Rank
Overall ASEAN
Rank
Overall
Singapore 1 10 1 6 1 5 3 23
Malaysia 2 32 2 42 2 38 1 14
Thailand 3 39 3 70 3 40 2 19
Brunei Darussalam 4 69 4 99 4 47 5 60
Indonesia 5 81 8 113 5 79 4 40
PHILIPPINE 6 86 5 85 7 89 6 70
V
S
ietnam
7 89 6 92 6 85 8 76
Cambodia 8 108 7 111 8 113 7 74
History of Meetings, Incentives,
Conventions and Exhibitions
Exhibition
World Exposition in the middle of 19
th
century
Great Exhibition in England (1851)
World Expo (1970)
Meetings & Conventions
Congress in Vienna (1814-15)
1
st
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)

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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

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Conference centers: modern restaurants,
recreational facilities
Meeting technology: video projectors,
microphones, Wi-Fi ready environment
Ground handlers: transportation, sightseeing
packages, banquets, hotel reservation
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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

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Chapter Test: 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


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