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MICE REVIEWERWhat is MICE?Meetings - are typically held i, Study notes of Tourism

Ateneo de Manila University (ADMU)Tourism

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Typology: Study notes

2020/2021

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MICE REVIEWER
What is MICE?
Meetings
- are typically held in hotel conference rooms or at convention centers. They are single-day
events that bring together a group of professionals to address a key challenge or set goals for
the organization.
Incentives
- are travel rewards a company may provide in return for excellent professional performance
from individual employees, groups or partners. A few days in a resort, hotel or popular
hospitality venue at your company’s expense does wonders for employee loyalty.
Conferences
- take meetings to the next level and are designed for a large corporate group to share
knowledge across several days. They often include not only key members of the organization,
but also guest speakers and the general public.
Exhibitions
- are essentially trade shows where an organization promotes its key products and services to
the public. They are hyper-focused events that drum up business and help employees to
network and build lasting professional relationships.
The Organizational Structure of the Hospitality Industry
1. Lodging: The lodging segment consist of all types of places where travelers may
spend the night. These can include hotels, conference centers, resorts, motels and
many more.
2. Food and Beverage: This segment contains two sub segments: food service
operations and beverage operations. Food service operations can include the
following: table service facilities that can be broken down by price, type of service,
or by cuisine. Beverage operations can also be broken down into price, type of
service or whether they serve alcoholic beverages or not.
3. Transportation: This segment includes any means, or modality, that people use to
get from one place to another.
4. Attractions: This segment of the hospitality industry is anything that attracts people
to a destination and can be further divided into Natural and Person-made
attractions.
5. Entertainment: This includes anything that provides entertainment value for a guest.
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MICE REVIEWER

What is MICE? Meetings

  • are typically held in hotel conference rooms or at convention centers. They are single-day events that bring together a group of professionals to address a key challenge or set goals for the organization. Incentives
  • are travel rewards a company may provide in return for excellent professional performance from individual employees, groups or partners. A few days in a resort, hotel or popular hospitality venue at your company’s expense does wonders for employee loyalty. Conferences
  • take meetings to the next level and are designed for a large corporate group to share knowledge across several days. They often include not only key members of the organization, but also guest speakers and the general public. Exhibitions
  • are essentially trade shows where an organization promotes its key products and services to the public. They are hyper-focused events that drum up business and help employees to network and build lasting professional relationships. The Organizational Structure of the Hospitality Industry
    1. Lodging: The lodging segment consist of all types of places where travelers may spend the night. These can include hotels, conference centers, resorts, motels and many more.
    2. Food and Beverage: This segment contains two sub segments: food service operations and beverage operations. Food service operations can include the following: table service facilities that can be broken down by price, type of service, or by cuisine. Beverage operations can also be broken down into price, type of service or whether they serve alcoholic beverages or not.
    3. Transportation: This segment includes any means, or modality, that people use to get from one place to another.
    4. Attractions: This segment of the hospitality industry is anything that attracts people to a destination and can be further divided into Natural and Person-made attractions.
    5. Entertainment: This includes anything that provides entertainment value for a guest.
  1. Shopping: This is an important segment of hospitality and tourism industry, and an area in which people may spend considerable amounts sums of money, contributing to the local economy. Job Opportunities in MICE Industry Event Planner- Puts together special events like the Olympics, the Final Four in basketball, festivals and celebrations. Meeting Planner- Organizes meetings and other gatherings for companies, corporations and associations. These gatherings can include:
  • Board Meetings for Directors
  • Stock Holders Meeting
  • Product Introductions and Training
  • Educational Seminars
  • National Conventions Wedding Planner- A wedding planner assists the parties in selecting the site , décor, photographer, and other needed vendors, and is often there on the day of the event to ensure smooth operations. The Future Trends of MICE Industry
  • Attendees are presented with reports on the state of the corporation and have the opportunity to vote on issues of significance.
  1. Board Meeting- The board of directors is the governing body of a corporation that typically meets several times a year , usually in the city where the corporation is located.
  2. Management Meetings- There are numerous reasons for a company to hold management meetings.  Every major division of a corporation may have a need to bring its decision makers and other important personnel together to develop plans, review performance or improve their processes.
  3. Training Meetings- As companies undergo change, it may be necessary to hold training meetings to bring their managers and key employees up-to-date on improved methods of job performance or to gain skills needed to operate new systems and equipment. 5.. Incentive Trips- Many corporations offer incentive trips to reward their top performance based on certain criteria.  Trips are often exciting and glamorous destinations, an emerging trend is to schedule a number of activities for the participants to provide an added value to sponsoring corporation.
  4. Sales Training and Product Launches- These events are often held to upgrade the performance of the sales staff, distributors and retailers, and to introduce new products and services to distribution networks and the general public.
  5. Professional and Technical Training- These meetings may be held to bring managers and others up-to-date on issues relevant to their role within the company and to enhance the knowledge of their service providers. Attendees
  • Most of the attendees of a corporate gathering or event are members of the corporate family and persons who have a close relationship with the company. Need for Marketing to Build Attendance
  • Majority of attendance at these meetings is mandatory.
  • Sending invitations or notices to those who will attend constitutes the majority of promotional activity. II. Associations- implies the act of being associated for certain common purposes, whether for professional, industrial, educational, scientific, or social reasons.
  • Gatherings such as annual convention, topical conferences, world congresses, are held for the benefit of the association’s benefit.
  • Other gatherings need to be held for the betterment of the organization e.g leadership development workshops.
  • Many associations have an affiliated exhibition in conjunction with their convention at which products or services of interest to the attendees are displayed. Number and Value of Association Meetings
  • A major difference between association and corporate gatherings is that attendance at association meetings is voluntary, not mandatory.
  • Another difference is that the attendees are personally responsible for their registration, transportation, hotel, and related expenses.
  • In some instances, employers may fund the attendance of employers, may fund the attendance of employees at industry and professional association events that are work related.
  • Association meetings, especially conventions, tend to be very large, ranging from several hundred to tens and thousands of attendees. Decision Makers
  • The decision-making process for association meetings is rather complex and goes through several distinct stages.
  • Once it is decided, that a meeting will be held, the location needs to be decided. Types of Associations Local: Most members are located in the metropolitan area where the organization is located. State: Most members are located within the state where the organization is located. Regional: Most members are located within the region where the organization is located. National: Most members are located with the same country as where the organization is located. International: Membership is comprised of people from different nations. Professional: Membership is comprised of persons from the same industry. Nonprofits: These organizations have a special tax-exempt status granted by the Internal Revenue Service. SMERFs- This term refers to small associations with members who join for Social, Military, Educational, Religious and Fraternal reasons. **Types of Association Gatherings and Events- Their Purposes and Objectives
  1. Conventions:** These are assemblies of people for a common purpose. Depending on the type of associations sponsoring the convention, it may attract attendees from state , regional, national or international markets.
  • Many conventions have an exhibition as an added feature and may be a major source of revenue. 2. Board Meetings- The association’s board of directors typically meet several times a year to provide collective advice and direction to the association.
  • This meeting is usually the smallest association meeting held.

Need for Marketing to Build Attendance

  • Government meetings have characteristics typical of both corporate and association meetings.
  • Mandatory attendance by government employees requires only sufficient notice be provided so that participants can adjust their schedules in order to attend.
  • Attracting voluntary attendees may require additional promotion. Entities that Help Organize Gatherings Exhibition Management Companies- These companies both develop and produce shows that profit their companies as well as produce events for a sponsoring corporation, association, or government client. Association Management Companies- This type of company is contracted by an association to assume full or partial responsibility for the management of the association, based on its needs. Event Management Companies- These companies are usually brought in to manage a specific aspect of a larger gathering. Professional Congress Organizers (PCO)- PCO is used to designate a meeting management company or meeting planner. Other Organizations Arranging Gatherings There are numbers of other entities that organize or sponsor gatherings or events. They include the following: 1. Political Organizations
  • Local Political Organizations 2. Labor Unions
  • Kilusang Mayo Uno 3. Fraternal Groups
  • University fraternities and sororities **4. Military Reunion Groups
  1. Educational Groups DESTINATION MARKETING ORGANIZATIONS What is Destination Marketing?** Destination marketing is a promotional activity. The idea is to attract your customers through the unique features of a location to sell them your services. It can be a united effort by multiple businesses in a particular destination looking to benefit from the same customers. Thulisile Galelekile, South Africa:

“Destination marketing is about engaging with key players in order to drive awareness of the destination, thereby driving interest so that people visit the destination. It is about finding creative ways of communicating the destination’s value proposition, therefore creating the reason for people to visit your destination.” What is a Destination Marketing Organization?

  • Destination marketing organizations (a.k.a. convention & visitor bureaus) are non-for- profit organizations that help promote and market local attractions, accommodation options, tourism services, transportation, associated retail stores, restaurants, events & more.
  • Their primary long-term objective is to encourage groups to hold meetings, conventions, trade shows, in the city or area it represents.
  • The second is to assist those groups with their meetings and meeting preparations.
  • Lastly, to encourage tourist to visit and enjoy the historic, cultural, and recreational opportunities that the destination offers.
  • A DMO does not organize meetings, events, and conventions. The Purpose of a DMO
  • DMO’s are primarily not for profit organizations charged with representing a specific destination helping the long- term economic development of communities throughout the travel and tourism business.
  • DMOs are usually membership organizations bringing together local businesses that rely on tourism and meetings for revenue.

Advantages of Using a DMO to Plan a Meeting

1. Site Review and Leads Process Determining the site or location that can accommodate a meeting’s requirements is critical. DMO’s are the central information source for advice on site selection, transportation, available local services all with no cost or obligation to event planners/ organizers. Regardless of the meeting size, they can serve as the first stop in the site review process. 2. Site Inspections A site inspection is a physical review of proposed venues, services prior to the actual program. It may be required at any point of the sales process. A visit from the planner may occur prior to the proposal, after the proposal or after the site has been chosen.

DMO Services for Meeting Professionals

  • DMO’s can offer unbiased information about a wide range of destination services and facilities.
  • It serves as a vast information database and provide one stop shopping, thus saving planners time, energy, and money in the development of a meeting.
  • DMO’s can help meeting attendees maximize their free time through the creation of pre and post conference activities, spouse tours, and special evening events.
  • They provide housing services- housing reservations for meeting delegates
  • They help connect planners to their local transportation network that offers shuttle service, airline information etc. Destination Marketing Organization in the Philippines MARKETING AND PROMOTIONS The Marketing and Promotions Unit is responsible for undertaking the key mandate of TPB which is to market and promote the Philippines domestically and internationally as a major global destination, highlighting the uniqueness and assisting the development of its tourism products and services, with the end view of increasing tourism arrivals and tourism investments. International Promotions Department is in charge of organizing Philippine participation in overseas travel trade and consumer fairs, exhibitions and events and undertaking other overseas marketing and promotional activities such as, but not limited to, sales missions and
  1. Retreat Facilities
    • Retreat facilities can be viewed as a special group, much like rural conference centers.
    • They are more likely to be owned by a family or closely held corporation than the other facilities and focus on a smaller portion of the conference center market.
    • Not for profits entities, charitable organizations, or religious groups own many of the retreat facilities.
    • Several evangelical organizations run when the parent organization is not using them.
  2. Cruise Ships
    • In a sense, cruise ships are floating hybrids of hotels, conference centers, and full- service resorts.
    • Cruise ships are often underrated as meeting venues; but with proper planning, they can provide a satisfying meeting experience.
    • A ship moves by its own schedule that could have more to do with the tides than it does the ability of a group of guests to be at the dock on time.
    • Unlike a building, once the ship leaves port, latecomers are left behind.
    • Cruise ships have been ideal venues for incentive trips.
    • The size and availability of meeting rooms varies widely among different ships.
  3. Specific Use Facilities
    • Theaters, amphitheaters, arenas, and sport facilities tend to be underused as meeting facilities but depending on the needs of the meeting they may support variety of events.
    • Spectacular and impressive events can be planned for any facility designed for public assembly.
    • Entertainment venues range in size from huge outdoor stadiums to hole-in-the- wall nightclubs.
    • Most of these facilities are focused on events for the general ticket buying public, and a closed event for an invited audience can be a welcome change for their staff.
  4. Colleges and Universities
    • Since colleges and universities devote all their energies to education and research, they would be ideal meeting facilities.
    • The planner using an academic facility needs to investigate and coordinate with multiple members of the institution’s organizational structure.
    • The planner must verify directly with the department responsible.
    • The impact on seasonality on hotels and other meeting facilities is moderate compared to the impact of seasonality on most academic facilities.
  5. Unusual Venues
    • Airplane hangars, remote islands nature preserves, city parks, open meadows, museums, and athletic fields are all unusual venues, that are often used for meetings.
    • Perhaps the most common of these unusual venues is a large tent in a parking lot.
  • None of these venues have support equipment.
  • These venues also have little or no staff.
  • One challenge that frequently catches planners is obtaining permits.
  • Many local governments require permits to use parks or even private property for special events. COMMON ISSUES
  1. Obstacles
  2. Power
  3. Rigging
  4. Floors
  5. Access FUNCTION ROOMS AND SETUPS Auditorium and Theater Style
  • Probably the most common seating arrangement in meetings is an auditorium or theater design.
  • An auditorium room setup is particularly useful when there is no need for attendees to interact with one another during the course of the session.
  • In this instance, chairs are arranged in rows facing the same direction.
  • Most commonly these rows will face the head of the room that may be designated by a stage, head table, lectern or screen.
  • A speaker or panel will generally run the meeting, often lecturing to attendees who may be taking notes based on the information the speaker is conveying. Classroom Style
  • Sometimes meeting may require tables for attendees to use for completing tests, taking notes, or interacting with other attendees to solve presented problems.
  • Classroom style is the most common setup use for these types of meetings.
  • Chairs are arranged in a similar manner as in an auditorium, but with tables provided for each row of chairs.
  • In this setup, tables are draped, with pads of paper and pencils/pens at each place setting. Rounds
  • Round tables are sometimes used for meetings, but utilized most often for food functions.
  • In smaller breakout sessions, or those meetings requiring a lot of interaction between attendees.
  • All individuals can easily see their companions and are seated in close proximity to one another to allow collaboration.