INTRODUCTION TO MEETINGS,

INCENTIVES, CONFERENCES
AND EVENTS MANAGEMENT
PRELIM 1
OBJECTIVES:
1. Explain the meaning of MICE
2. Describe the role of the MICE industry in the tourism and hospitality industry
3. Identify and describe the components and history of MICE industry
4. Discuss the importance of MICE industry
5. Discuss and describe the key players of MICE industry and their role in tourism and
hospitality industry
6. Explain the characteristics of MICE planner and the responsibilities
7. Discuss the activities of MICE planners
8. Describe the role of MICE sponsor
9. Discuss the different steps in planning MICE
10. Explain the importance of goals and objectives in planning MICE
11. Differentiate fixed expenses with variable expenses
I.THE MEANING AND IMPORTANCE
OF MICE
• MICE is an acronym for meetings, incentives, conferences,
conventions and exhibition industry.
• The MICE industry is one of the fastest-growing and lucrative areas of
the tourism and hospitality industry.
I.THE MEANING AND IMPORTANCE
OF MICE
• Sub-sector of MICE:
• Meeting – gathering of people for common purpose such as business, social
or religious purpose. Meetings do not include exhibits.
• Incentive – reward event intended to showcase persons who meet or exceed
sales or production goals. (Incentive program)
• Conference – participatory meeting designed for discussion, fact finding,
problem-solving and consultation. (exchange views, debate or give publicity)
• Convention – gathering of individual in which the planning activity of the
attendees educational sessions, participate in meetings/discussion, socialize
or attend other organized events.
I.THE MEANING AND IMPORTANCE
OF MICE
• Sub-sector of MICE:
• Exhibition – the display of products or promotional materials for purposes of
public relations, sales and or marketing. (suppliers of products or
demonstration of service to promote) In European term it is exposition.
• Exposition – larger in scale than the exhibition. (huge public display)
• Event – an occurrence, happening and activity designed around various
themes in order to create or enhance interest in a destination.
I.THE MEANING AND IMPORTANCE
OF MICE
• The Role of MICE in the Tourism and Hospitality Industry:
• Major source of revenue for the tourism and hospitality industry comes from
the meetings, incentives, conventions and exhibition segment of the industry.
• As the tourism and hospitality industry saw great increases in expenditures,
meetings, incentives, conventions and exhibitions experienced great growth
as well.
I.THE MEANING AND IMPORTANCE
OF MICE
• Components of the MICE Industry:
1. Planners (plan meetings)
Classification of Planners:
• Corporate meeting planners
• Association meeting Planners
• independent meeting Planners
2. Host facilities
 provide lodging, meetings rooms, food and beverage as well as number of other services for
groups attending meetings, conventions or exhibition.
3. Services
 refers to individuals and organizations that provide support for meetings, conventions, and
exhibition segment of the tourism and hospitality industry.
4. Exhibitors
 Financially linked with all segment of the MICE industry.
 The main aim of exhibitors is to introduced their products, both new and old, to an interested
audience.
I.THE MEANING AND IMPORTANCE OF MICE

• History of the MICE Industry:

• Ancient cultures have found ruins that serve as places
where primitive people gathered to discuss common
interests such as hunting plans, war activities, peace
negotiations and tribal celebration.
• As geographical areas grew, cities became the meeting
places for people who wanted to trade goods or discuss
common problems.
• In the mid-1800s, many trade, professional, fraternal and
religious associations have took place in the United States.
• In the Philippines, Manila, its capital is proud to have
pioneered the international meeting industry in Southeast
Asia.
• 1976, the Manila opened its door to Asia’s first full-fledged
convention center-the PICC (Philippine International
Convention Center)-to the International Monetary
Fund/World Bank Meeting.
• 1996, Manila celebrated 20 years as a leading destination
for meetings, conventions and exhibition.
I.THE MEANING AND IMPORTANCE
OF MICE
• Growth of the MICE Industry:
Several Factors:
• Meeting planners Associations
• Airline Industry
• Lodging Industry
• Convention centers
• Convention Bureaus
• Conference Centers
• Meeting Technology
• Ground Handlers
I.THE MEANING AND IMPORTANCE
OF MICE
• Importance of the MICE Industry:
• The MICE industry is one of the fastest-growing segments of the tourism and
hospitality industry.
• Conventions and exhibitions generates a considerable amount of revenue
within tourism and hospitality industry.
• Hence, most cities have visitors and convention centers that are designed to
entice meetings, conventions and exhibition.
II. KEY PLAYERS IN THE MICE INDUSTRY & THEIR
ROLES IN THE TOURISM AND HOSPITALITY INDUSTRY
THESE PLAYERS ARE THE FOLLOWING:
• Association
• Convention Centers
• Conference centers
• Tour Operators
• Trade shows and exposition
• Hotels
• Convention and visitors bureaus
II. KEY PLAYERS IN THE MICE INDUSTRY & THEIR
ROLES IN THE TOURISM AND HOSPITALITY INDUSTRY
THESE PLAYERS ARE THE FOLLOWING:
• Association
 An organized body that promotes and enhances a common interest activity or purpose.
 Two main categories:
• Trade associations – are nonprofit organizations that are designed to address the needs of for-profit businesses. (PCMA)
• Professional associations – are nonprofit organization that are not business-oriented.
• 3 sections:
• with the same interest e.g. American Association of the Retired Person (AARP).
• scientific, engineering and learned associations e.g. Council of the Hotel, Restaurant and Institutional
Education (CHRIE)
• with religious, charitable and public services e.g. American Heart Association

• Convention Centers
 A public agency whose aim is to host meetings and exhibits in a venue.
 It provides banquet, food and beverage and concession services.
 It provides big, flexible rooms for trade shows and smaller spaces for banquets, meetings and association parties.
II. KEY PLAYERS IN THE MICE INDUSTRY & THEIR
ROLES IN THE TOURISM AND HOSPITALITY INDUSTRY

THESE PLAYERS ARE THE FOLLOWING:

• Conference centers
 A specialized hospitality operation which to facilitate and support small to medium size
meetings of 20 to 50 people.
 It provides overnight accommodation for their participants.
 Unique characteristics of a conference center:
• It provides continuous refreshment throughout the meeting
• It charges only one price that includes meals, room rates, meeting rooms audiovisual, coffee
breaks and paper supplies needed by the participants.
• Tour Operators
 They work with meeting planners in arranging tours and activities for meeting attendees
and families who combined business with pleasure.
 They often create tour packages for their spouse, guest or children of the attendees.
II. KEY PLAYERS IN THE MICE INDUSTRY & THEIR
ROLES IN THE TOURISM AND HOSPITALITY INDUSTRY

THESE PLAYERS ARE THE FOLLOWING:

• Trade shows and exposition
 Exhibition is a European term.
 Trade shows provide a venue in which individual associated with a particular industry can
bring their products and exhibit them together.
 Key players:
 Trade show sponsor – professional associations
 Exposition or show manager – responsible for all aspects of the trade show.
 Service contractors – responsible for providing all the services needed to run the facilities for a
trade show.
• Hotels
 It provides comfortable overnight accommodations for out-of-town guest for a meeting,
convention or trade show.
 The most important person in a hotel is the convention service manager (liaison).
II. KEY PLAYERS IN THE MICE INDUSTRY & THEIR
ROLES IN THE TOURISM AND HOSPITALITY INDUSTRY

THESE PLAYERS ARE THE FOLLOWING:

• Convention and visitors bureaus
 A nonprofitable organization designed to solicit visitors and convention to a community.
 They coordinates all activities of meetings and convention including:
 Marketing destination
 Information about possible host facilities
 Coordinating tours for meeting planners
 Association executives
 Act as liaison between the group and suppliers
II. KEY PLAYERS IN THE
MICE INDUSTRY &
HOTELS PCOs AND
CONVENTIONAL CONVENTIO
AND VISITORS
BUREAU N

THEIR ROLES IN THE

MANAGERS

TOURISM AND FACILITIES

TRANSPORT
ATION

HOSPITALITY INDUSTRY EXHIBITION

EXHIBITION/ SERVICE
TRADE SHOW
MANAGER THE CONTRACTO
RS
MICE
EVENT

The process of DESTINATION

providing a MICE Event: EXHIBITORS MANAGEMEN

T COMPANIES

AUDIOVISUA FOOD
L SERVICES SERVICE

ASSOCIATIO EXHIBIT
NS DESIGN
III. MICE PLANNERS
• MICE planners
Individuals or groups who sponsor meetings usually appoint a single
individual or committee to coordinate the meeting.
The person coordinating the meeting is called several names:
 Mice planners
 Meeting planners,
 meeting manager
 coordinator,
 Meeting director
 Professional congress organizers (PCO)
III. MICE PLANNERS
• Characteristics of successful MICE Planners
1. Organized
2. Efficient
3. Responsive
4. Attentive
5. Intelligent
6. Prompt
7. Courteous
8. Hardworking
9. Friendly
10. Hospitable
III. MICE Pre-meeting Activities On-site Activities Post-meeting Activities

PLANNERS 1.Plan the agenda of the 1.Conduct pre-event 1.Debrief

meeting briefing 2.Evaluate
• Responsibilities of 2.Establish the objectives
of the meeting
2.Prepare executive plan
3.Move people in/out
3.Provide recognition
and appreciation
MICE Planners: 3.Predict the attendance
4.Set the budget of the
meeting
4.Troubleshoot
5.Approve invoices
4.Arrange shipping
5.Plan for next year

• Pre-meeting Activities 5.Select the site of the

meeting

• On-site Activities 6.Select the meeting

facility
7.Select the hotel
• Post-meeting 8.Negotiates contracts
9.Plan exhibition
Activities 10.Prepare the exhibitor
correspondence and
packet
11.Create a marketing
plan
12.Plan travel to and from
the site
13.Arrange ground
transportation
14.Organize shipping
15.Organize audiovisual
needs
III. MICE PLANNERS
• Responsibilities of MICE Planners:
• Pre-meeting Activities
• The Meeting Agenda
 Before a MICE planner can start planning the meeting, he or she must know why the meeting is
being held.
 Several reasons: training, problem-solving, brainstorming, planning, networking, team building etc.
• Meeting objectives
 It provide the groundwork for the budget, the site selection and the site facility
• Budget of the meeting
 Income: registration fees, exhibition fees, company or sponsoring organization money revenues,
advertising revenues, revenues from the sales of educational materials, event sponsor
contributions, registration fee interest, grants or contributions.
 Expenses: meeting planner fees, marketing expenses, printing and copying expenses, mailing,
shipping, support supplies such as office supplies, support staff, audiovisual equipment, signage,
speaker fees, honorarium and expenses, mementos for guest and attendees, tours, ground
transportation, spousal programs, food and beverage events, gratuities, interpreter, on-site
personnel, rental fees for meeting and exposition space.
III. MICE PLANNERS
• Responsibilities of MICE Planners:
• Pre-meeting Activities
• Attendance
 It determines the success of a meeting or convention.
• Site, Meeting Facility and Hotel Selection
 Selection of the site is based on the purpose of the meeting
 Service provided by the site as well as the personnel and ambiance have a great influence on
the attendees perception of the event.
III. MICE PLANNERS
• Responsibilities of MICE Planners:
• On-site Activities
 Arrive several days before the event for major convention or 1 hr. before if the event is
single.
 Work with executive staff
 Open communication is maintain
 Pre-event briefing
 Guide and monitor all activities in the event
 Approve all invoices
• Post-meeting Activities
 Debriefing session
 Administer evaluation
IV. MICE PLANNING
• Sponsors of MICE can be:
• Associations
• Corporation
• Trade unions
• Independent companies who sponsor and operate trade shows
• Religious groups
• Theater and arts groups
• Social organizations
IV. MICE PLANNING
• The Process of MICE Planning:
• Several steps:
1. Establishing goals and objectives (SMART)
2. Targeting the population (who should attend)
3. Designing the program (theme and agenda)
4. Creating a budget (fixed expenses, variable expenses and source of revenue)
5. Selecting a Site (space, size, accommodation, services, accessibility, climate)
6. Negotiating contracts (prices and services)
7. Formulating committees (workforce)
8. Establishing a marketing and promotional plan (break-even attendance, marketing plan)
9. Hiring sub-contractors (transportation)
10. Designing food and beverage functions
IV. MICE PLANNING
• The Process of MICE Planning:
• Several steps:
Designing the program
Plan social activities:
1. Tours
2. Plays
3. Concerts
4. Sporting events
5. Tournaments
6. Guest speakers
7. Shopping trips
8. Demonstration
9. Cooking lessons
10. Craft activities
11. Movies
 IV. MICE PLANNING
• The Process of MICE Planning:
• Room Setup and Layout:
1. Theater or auditorium setup
2. School room or classroom setup
3. Hollow square, U-shape and the
herringbone layout
4. Banquet or round table layout
IV. MICE PLANNING
• The Process of MICE Planning:
• Several steps:
Designing food and beverage functions
Several ways of providing food and drink to the participants:
• Breakfast
• Lunch
• Dinner
• Refreshments breaks
• Reception
• Hospitality suites
• Theme parties
• Late-night suppers
• Recreational activities
IV. MICE PLANNING
• The Process of MICE Planning:
• Onsite Management:
• Arrive ahead of time before the event
• Communication
• Monitoring
• Post conference meeting
• Evaluation:
• Comments card
• Survey questionnaires