LIBACAO COLLEGE OF SCIENCE AND TECHNOLOGY

LIBACAO, AKLAN

BHSM-II
HM-9 (Introduction to Meetings, Incentives, Conferences and
Events Management) (MICE)

MODULE 1
WEEK 1, 2, 3 & 4

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 INTRODUCTION

For the Learner:

Welcome to the HM-9 – Introduction to Meetings, Incentives,
Conferences, and Events Management (MICE)
This module was designed to help learn skills essential in daily living.
Provides overview Meeting, Incentives, Conferences and events
management (MICE), the significance of this industry, its history, and the
opportunities it offers.
Kindly consider the following in using this module:
1. Use it with care. Do not put unnecessary mark/s on any part of this
module.
2. Read the instruction carefully before answering or doing the task.
3. Observe honesty and integrity in doing the exercises and activities.
4. Return this module to your instructor once you are through on or before
the deadline.
If you have any clarification on the given tasks in this module, kindly
contact your instructor. We learn as one.
We hope that through this module, it can help you and provides
working definition of an event and differentiates special events from ordinary
occurrences.

LEARNING OBJECTIVES

 Upon completion of the module, students are expected to:

CHAPTER 1:
 Explain the meaning of MICE
 Define meeting, incentive, conference, convention, exhibition,
exposition, and event
 Describe the role of the MICE industry in the tourism and hospitality
industry
 Identify the components of the MICE industry
 Describe the history of the MICE industry
 Explain the growth of the MICE industry
 Discuss the importance of the MICE industry

CHAPTER 2:
 Describe the key players in the MICE industry
 Discuss the roles of the key players in the tourism and hospitality
industry

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 CHAPTER 3:
 Explain the meaning of a MICE planner
 Understand the characteristics of successful MICE planners
 Explain the responsibilities of MICE planners
 Discuss the following activities of MICE planners

CONTENT: CHAPTER 1: THE MEANING AND IMPORTANCE

OF MICE

MEANING OF MICE
MICE is an acronym for meetings, incentives, conferences,
conventions, and exhibitions industry. The MICE industry is one of the
fastest-growing and lucrative areas of the tourism and hospitality industry.

DEFENITION OF TERMS
The following are the definitions of each sub-sector of MICE:
1. Meeting- gathering of people for a common purpose such as
business, social, or religious purpose. Meeting do not include
exhibits.
2. Incentives- reward event intended to showcase persons who meet
or exceed sales or production goals. It is also called incentive
program
3. Conference- participatory meeting designed for discussion, fact-
finding, problem-solving, and consultation. It is used by an
organization to exchange views, convey a message, open a debate,
or give publicity to some area of opinion on a specific issue. No
tradition, continuity, or periodicity is required to convene a
conference. Compared to a congress, a conferences is smaller in
scale.
4. Convention- gathering of individuals in which the planning activity
of the attendees is to attend educational sessions, participate in
meetings/discussion, socialize, or attend other organized events.
Conventions include exhibits. Congress is the European term for
convention.
5. Exhibition- the display of products or promotional materials for
purpose of public relations, sales and/ or marketing. It is an activity
designed for suppliers of products, goods, and/ or services to
demonstrate and promote to a certain market. It is the European
term for exposition.

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 6. Exposition- larger in scale than an exhibition. It generally consists
of a huge public display of the goods and services of a particular
industry.
7. Event- an occurrence, happening and activity designed around
various themes in order to create or enhance interest in a
destination.

THE ROLE OF MICE IN THE TOURISM AND HOSPITALITY INDUSTRY

The MICE industry is an exciting and profitable segment of the tourism
and hospitality industry. A major source of revenue for the tourism and
hospitality industry comes from the meetings, incentives, 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. With the many changes the
tourism and hospitality industry has undergone in the past 20 years, the
importance of MICE has become more organized. The need to
communicate with one another face-to-face has been the driving force
behind the growth of this industry.

COMPONENTS OF THE MICE INDUSTRY

There are four major components of the MICE industry, namely:
planners and groups they represent, host facilities, services, and exhibitors.
Planners are individuals or groups that plan meetings, conventions and
exhibitions. Planners are classified into a number of categories such as
corporate meeting planners, association meeting planners, and independent
meeting planners. Corporate meeting planners work exclusively for a
corporation. Association meetings planners work exclusively for an
association. Independent meeting planners contract their services to both
association and corporations.
Host facilities provide lodging, meeting rooms, food and beverages, as
well as number of other services for groups attending meetings,
conventions, or exhibitions. Host facilities include hotels, conferences
centers, resort hotels, universities, bed and breakfast inns, etc.
Services refers to individuals and organizations that provide support for
meetings, conventions, and exhibitions segment of the tourism and
hospitality industry, service suppliers include transportation companies,
attractions, tour guide companies and entertainers.
Exhibitions are financially linked with all segments of the MICE
industry. They provide much of the revenue needed for the planners to hold
meetings, conventions, and exhibitions. Exhibitors are persons who work for
the company. Other names for an exhibitors are advertising director,
communication director, or director of marketing, who is involved with the
corporate exhibit program. The main aim of exhibitors is to introduce their
products, both new and old, to an interested audience.

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HISTORY OF THE MICE INDUSTRY
Archeologist who investigated ancient cultures have found ruins that
served as places where primitive people gathered to discuss common
interest such as hunting plans, war activities, peace negotiations and tribal
celebrations. Each village or hamlet had common gathering place. As
geographical areas grew, cities became the meeting places for people who
wanted to trade goods or discuss common problems, a cities became the
centers of activities for geographical regions and transportation improved,
the desire of the people to gather and discuss things of common interest
became more widespread. Trade association, professions, professional,
infernal, and religious organizations assembled to discuss relevant issues.
Discussions of trade regulations, as well as selling or trading of goods, were
the main reasons for convening. Many trade, professional, fraternal, and
religious associations have historical roots in Europe. In the United States,
such activity took place only in the mid-1800s. As America grew, so did its
trade professional, fraternal, and religious associations.
In the Philippine, Manila, its capital is proud to have pioneered the
international meeting industry in Southeast Asia. 1976 was a memorable
year for the region. It was in this year that Manila opened its door to Asia’s
first full- fledged convention center---the Philippine International Convention
Center (PICC)—to the International Monetary Fund / World Bank Meeting.
Since then, Manila has developed its professionalism and expertise. It has
developed and infrastructure of deluxe accommodation, efficient
transportation network, and modern telecommunications to support a
versatile range of meeting facilities. In 1996, Manila celebrated 20 years as
a leading destination for meetings, conventions, and exhibitions.

THE GROWTH OF THE MICE INDUSTRY

The growth of the MICE industry has been remarkable. Most of this
development has occurred within the past 10 years. This growth has been
due to several factors: meeting planners associations, the airline industry,
the lodging industry, convention centers, conferences centers, meeting
technology, and ground handlers.
 Meeting Planners Associations
Development of associations is connected with meeting planners.
These associations not only grew in numbers but also expanded the
list of services they offered to their members. Majority of these
associations increased their emphasis on education. Other growth
factors included the rise of the independent meeting planners, increase
in the number of women planners, certification and development of
standards, and the integrated of travel agents into the profession.
 Airline Industry
The advancement of the airline industry enabled people to travel
quickly and efficiently. This was made possible by the introduction of
the jet airplane—an invention that revolutionized transportation
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 worldwide. A relevant factor was the deregulation of the airline industry
which resulted in vigorous competition among airlines to attract more
passengers. This caused a reduction in the cost of air travel
 Lodging Industry
The lodging industry recognized the financial importance of MICE.
Hotels
Grew and became convention centers. Hoteliers learned to adapt their
services to different clients. Property marketing directors learned how
to work with meeting planners.
 Convention Centers
Convention centers expanded in terms of exhibition spaces,
accessibility and storage facilities. They were able to accommodate all
the activities of a convention and trade show under one roof. Traffic
was improved, allowing large numbers of people to move quickly from
one area to another.
 Convention Bureaus
Convention bureaus grew rapidly both in numbers and size of
operations.
The number of bureaus has doubled since 1980, from 100 to more
than 250. Their operators have become more professional. They
actively participate in industry and association affairs.
 Conference Centers
Conference centers changed their appearance during the past
two decades. For some time they maintained a “business only”
appearance. This has been replaced by modern restaurants,
recreational facilities, and the latest high-tech audiovisual equipment.
 Meeting Technology
Modern audiovisual equipment gave meeting planners a greater
degree of flexibility and creativity that was never possible in the past.
Video projectors, 360-degree projection techniques, multi-image
presentations, and unique sound systems have been become very
common.
 Ground Handlers
Effective ground arrangement became necessary as MICE
became more complex. Ground arrangement include planning tours,
transportation, sightseeing, banquets, and hotel reservations.
Convention service companies were established in the 1970s to
develop creative meeting programs.

IMPORTANCE OF THE MICE INDUSTRY

One of the most rapidly growing segments of the tourism and
hospitality industry in the MICE industry. In the United States, it has
developed into an industry that is worth more than $25 billion. International
convention and exhibition market has grown considerably in Western
Europe mainly in France, Belgium, Great Britain, and Switzerland.
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 Convention and exhibitions generate a tremendous amount of revenue
within the tourism and hospitality industry. Travel sales from meetings,
conventions, and exhibition are so important to the economy that all levels
of government have organized, advertised and provided services to attract
these groups. The United States has offices in major industrial countries to
help organizations with travel arrangements to the country. Each state allots
a major part of its budgets to advertising to encourage conventions and
because travel to their state. Majority of cities with a population around
200,000 have visitor and convention centers that aim to attract and support
meetings, conventions, and exhibitions.

CHAPTER 2: Key Players in the MICE Industry and Their Roles in

the Tourism and Hospitality Industry

The size of the MICE industry has greatly expanded. At present, it

includes several players. This chapter will introduce these various players
and their roles in the tourism and hospitality industry. These players are the
following;
1. Associations
2. Convention centers
3. Conference centers
4 Tour operators
5. Trade shows and expositions
6. Hotels
7. Convention and visitors bureaus
8. The Process of Providing a MICE Event
 Associations
An association is an organized body that promotes and enhances a
common interest activity or purpose. Modern associations find their roots in
historical times. Roman and Oriental craftsmen in ancient times formed
associations for the improvement of their trade. In the middle ages,
associations were in the form of guilds, which were organized to obtain
proper wages and to maintain work standards.
Associations are classified into two main categories-trade associations
and professional associations. Both are organized for the betterment of their
members. The main activity for both types of associations is to gather and
exchange information through publications, educational seminars,
newsletters, and meetings.
Trade associations are nonprofit organizations that are designed to
address the needs of for-profit businesses. The members are business
agencies that have the same objective. A good example is the Professional

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Convention Management Association (PCMA) whose members are involved
in the conventions and meetings industry.
Professional associations are nonprofit organizations that are not
business-oriented. They are designed to help their members realize their
objectives. Professional associations are divided into three sections. The
first sector consists of the members with the same interests such as the
America Association of the Retired Person (AARP). The second sector
consists of scientific, engineering and learned associations such as the
Council of the Hotel, Restaurant and Institutional Education (CHRIE). The
third sector is concerned with religious, charitable, and public services such
as the American Heart Association.
 Convention Centers
A comprehensive convention center is a public agency whose aim is to
host meetings and exhibits in a venue. It provides banquet, food and
beverages and concession services. Majority of convention centers are
owned by the city, country, or state government and are operated by an
appointed board or authority, an example of a convention center is the
PICC. Other examples are the Jacob K. Javits Convention Center in New
York and the Anaheim Convention Center in California. In some cases,
convention centers may be managed by private management companies
Convention centers provide big, flexible rooms for trade shows and
smaller spaces for banquets, meetings, and association parties. The
convention and visitors bureau assists in marketing convention centers.
Historically, convention centers were organized to serve the
community. However, at present, convention centers are profit centers.
Many convention centers obtain revenues by renting their exhibition and
meeting rooms. Other sources of revenue come from food and beverage
catering, concessions, and vending. Many convention centers offer
specialized services to exhibitors who take part in shows held in it.
Examples are electrical, telephone, stage construction, lighting plumbing,
air, and sound.
 Conference Centers
A Conference center is a specialized hospitality operation which aims
to facilitate and support small to medium size meetings of 20 to 50 people.
Conference centers are different from convention centers because majority
or conference centers provide overnight accommodations for their
participants. The guests at a conference center do not need to leave the
center during the entire duration of their conference because all their needs,
such as meals, accommodations, and leisure activities, will be provided by
the conference center. The conference center was established to meet the
growing demand for specialized meetings. The design of the conference
center emphasizes comfort and privacy for the attendees.
A unique characteristic of a conference center is that it provides
continuous refreshment throughout the meeting, thus, allowing the
attendees to take a break whenever they feel like doing so. Another unique
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feature of a conference center is that it charges only one price that includes
meals, room rates, meeting rooms, audiovisual equipment, coffee breaks,
and paper supplies needed by the participants.
 Tour Operators
Tour operators play an important role in the MICE industry. They work
with meeting planners in arranging tours and activities for meeting
attendees and their families who combine business with pleasure. Most
often, convention delegates stay in the convention city for a few days after
the convention to relax, sightsee, or enjoy the entertainment in the city. Tour
operators often create tour packages for the spouse, guest, or children of
the attendees. Thus, while the participants attend their meetings, their
spouses and guests may be brought to a local museum or art gallery while
the children may be brought to a theme park or a zoo.
The convention delegates usually receive information about the tours
several weeks before the convention. Because there is a growing trend for
meeting attendees to bring their families with them, the job of the tour
operator is becoming more important in the MICE industry.
 Trade Shows and Expositions
Trade shows, expositions, and scientific/technical conferences are terms
that are used interchangeably in the MICE industry. Exhibition was
historically a European term. As we become more global, Americans have
adopted the term to refer to traveling shows such as art exhibitions.
According to the CLC glossary, expositions are public shows. Historically,
trade shows are private shows which are open only to those involved in the
industry, Although some trade shows open themselves to the public on their
final days, majority are still private.
All these terms describe an activity which aims to represent a major
industry marketing event. Trade shows provide a venue in which individuals
associated with a particular industry can bring their products and exhibit
them together. The forum allows the attendees and exhibitors to exchange
information about their products. For example, an annual trade show is
sponsored by the American Hotel and Motel Association every November in
New York City. This trade show brings together all the suppliers associated
with the hotel and motel industry.
Trade shows have a very interesting history. According to Evan St. Lifer,
trade shows or expositions started when caravans crossing the desert
would meet and exchange products. In the United States, the history of
trade shows dates back to 1876 when Alexander Graham Bell showed his
telephone at the Philadelphia Centennial Exposition, a show celebrating
America's first 100 years.
With the advent of the industrial era, marketing of products became very
important. Salesmen spent most of their time on the road selling their
products. Because it was impractical to call on customers individually,
salesmen began to rent hotel rooms to display their wares. They invited
their customers to look at their display. This practice was beneficial to
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individual companies. As the trade shows industry expanded, hotels
became insufficient to use. By the mid-1920s, hardworking individuals
developed an exhibit hall in which large groups of exhibitors who shared a
common product showcased their wares together. This gave trade shows a
new look. Clients were no longer crowded in small hotel rooms and not
allowed to leave the room until they placed their orders. In exhibit halls,
clients were allowed to roam freely from one booth to another.
At present, the trade show industry is the most exciting, dynamic, and
economical means for marketing individuals to achieve their sales goals.
Because of the great number of attendees in trade shows, cities are now
competing for the trade show business.
There are several key players within the trade show industry: the trade
show sponsors, exposition or show managers, and service contractors.
Trade show sponsors are trade or professional associations who use the
trade show as an important part of their meetings or conventions to
generate revenue. For example, the National Restaurant Association is the
sponsor for the NRA trade show which is held in Chicago every May. The
exposition or show manager is responsible for all aspects of the trade show.
The service contractors are individuals responsible for providing all the
services needed to run the facilities for a trade show. A general service
contractor is multi- talented, creative, and equipped to serve all exhibit
requirements.
 Hotels
Hotels play an important role in the MICE industry. Hotels provide
comfortable overnight accommodations for out-of-town guests for a meeting
convention, or trade show. In addition, many hotels provide meeting rooms,
convention facilities, and small exposition halls for meetings and
conventions. Meetings and conventions have become a major source of
revenue for many hotels. This revenue is generated through the rental of
sleeping rooms, food and beverage, as well as rental of meeting spaces.
The most important person in a hotel is the convention service manager.
He or she acts as a liaison between the meeting planner and the hotel. This
position has increased the marketability of hotels as convention sites
because the primary aim of the convention service manager is to service the
meeting or convention. Meeting planners need not deal with different
department heads within the hotel. The convention service manager can
help them with all their needs.
 Convention and Visitors Bureaus
A convention and visitors bureau is a non-profitable organization designed
to solicit visitors and conventions to a community. Majority are privately
owned although some are housed within the state government. They are
funded through the hotel accommodations tax. The convention and visitors
bureau coordinates all activities of meetings and conventions. These include
marketing the destination, providing information about possible host
facilities, coordinating familiarization tours for meeting planners and
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association executives, and acting as liaison between the group and several
suppliers within the community.
 The Process of Providing a MICE Event
According to Rutherford, the process of providing a MICE event is often
compared with the design of a wheel. At the center of the wheel is the MICE
event which may be a conference or exhibition that will be managed by a
conference organizer. All specialists who provide services are located on
the spokes of the wheel (see Figure 2.1). During the planning of the MICE
event, one or more of the service specialists or suppliers might assume a
specific role that is very important for the success of an event, an example
is the transport supplier who provides transfers of international delegates
from the airport to the venue. Around the edge of the wheel are the
delegates or customers. Any time during the event, the delegates will come
into contact with the suppliers. Their overall experience of the event will be
influenced by each of the service specialists or suppliers, hence, the
interrelationship between each supplier and the delegates is very important
to the success of the MICE event. Figure 2.1 shows the key players of the
MICE industry. These include hotels, facilities, support services,
associations, professional congress organizers, incentives travel organizers,
and convention and visitors bureaus.

CONTENT: CHAPTER 3: MICE PLANNERS

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 Meaning of MICE Planner
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 planner, meeting planner,
meeting manager, coordinator, meeting director, and professional congress
organizer (PCO).

Characteristics and Responsibilities of MICE Planners

MICE planners must possess strong administrative and leadership
qualities. In a study conducted by Strick and Montgomery, the following are
the 10 personality characteristics of successful MICE planners.
Organized Prompt
Efficient Courteous
Responsive Hardworking
Attentive Friendly
Intelligent Hospitable
Majority of association and corporate meeting planners are between the
ages of 35 and 55. More than 50 percent are women and 66 percent have a
college education. Most of them have more than four years of experience in
the field.

Responsibilities of MICE Planners

In general, MICE planners are responsible for the following:
Pre-meeting Activities:
1. Plan the agenda of the 6. Select the meeting facility
meeting 7. Select the hotel
2. Establish the objectives of the 8. Hardworking
meeting 9. Friendly
3. Predict the attendance 10. Hospitable
4. Set the budget of the meeting
5. Select the site of the meeting
Majority of association and corporate meeting planners are between
the ages of 35 and 55. More than 50 percent are women and 66 percent
have a college education. Most of them have more than four years of
experience in the field.
Responsibilities of MICE Planners
In general, MICE planners are responsible for the following:

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Pre-meeting Activities:
1. Plan the agenda of the
meeting
2. Establish the objectives of
the meeting
3. Predict the attendance
4. Set the budget of the
meeting
5. Select the site of the
meeting
6. Select the meeting facility
7. Select the hotel
On-site Activities:
1. Conduct pre-vent briefing
2. Prepare executive plan
3. Move people in/out
4. Troubleshoot
5. Approve invoices
8. Negotiate contact
9. Plan exhibition
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

Post-meeting Activities
1. Debrief 4. Arrange shipping
2. Evaluate 5. Plan for next year
3. Provide recognition and
appreciation
The responsibilities mat vary due to the nature of the association,
corporation, or group that the planner is representing. In general, the
association and corporate planners are responsible for all aspects of the
meeting, including the agenda, while the independent meeting planner may
only be responsible for certain aspects of the meeting, such as site
selection, agenda planning, budgetary matters, and negotiations.
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. Meeting and conventions are often
held for several reasons – training, problem-solving, brainstorming,
planning, networking, team building, etc. if the MICE planner is involved in
the meeting agenda, he or she should give advice with regard to the proper
handling of specific types of meetings. For example, if the group sponsoring
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the meeting want team building experiences, the MICE planner will give
advice on how this could be achieved through room setup, education, and
recreational activities.
Meeting Objectives
The meeting agenda provides the basis for the establishment of
objectives. The meeting objectives, in turn, will provide the groundwork for
the budget, the site selection, and the site facility
Budget of the meeting
Setting a budget for the meeting is a difficult task. It is successful if the
MICE planner is consulted before the budget is finalized. A working budget
should be consulted when change in the budget are made. The budget
should contain income and expenditures as thoroughly as possible. Many
MICE planners have lost their client or jobs because of their inability to hold
the event within the establishment budget. Hence, it is very important that
every possible expenditure is included in the budget before the event takes
place.
Income for a meeting, convention, or exposition could include the
following:
1. Registration fees 5. Revenues from the sale of
2. Exhibitor fees educational materials
3. Company or sponsoring 6. Event sponsor contributions
organization money 7. Registration fee interest
revenues 8. Grants or contributions
4. Advertising revenues
Expenses for a meeting, convention or exposition could include the
following:
1. Meeting planner fees 11.Mementos for guest and
2. Marketing expenses attendees
3. Printing and copying 12.Tours
expenses 13.Ground transportation
4. Mailing 14.Spousal programs
5. Shipping 15.Food and beverages events
6. Support supplies such as 16. Gratuities
office supplies 17. Interpreter
7. Support staff 18.On-site personnel
8. Audiovisual equipment 19. Rental fees for meeting and
9. Signage exposition space
10.Speaker fees, honorarium,
and expenses
Attendance

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 Attendance determines the success of a meeting or convention. To
solicit attendance, the MICE planner should develop a marketing plan. To
develop a marketing plan, the MICE planner must know what he or she and
the sponsoring organization are marketing and who the prospective
attendees are. The work of the MICE planner is easier if he or she has a list
of attendees and has demographic, psychographic, and historical data
regarding past meeting participants. If the MICE planner is not familiar with
the potential attendees, that person should develop a profile of them
through discussion with the executive directors of the association or
corporation. The planner must develop questioners to determine the needs,
desires, and expectations of the group. These questioners should be
administered before the event.
The MICE planner should determine the marketing strategies that are
best suited to the target market. Successful marketing planners must
understand the importance of marketing their meeting and should allocate
enough time and financial resources to successfully market meetings.
Site, Meeting Facility, and Hotel Selection
The success of a meeting, convention, or exposition depends on the
site and facilities chosen. The selection of the site and meeting facility is
based on the purpose of the meeting. The services provided by the site as
well as the personnel and ambiance have a great influence on the
attendee’s perception of the event. Factors that determine the desirability of
the site include airport access, ground transportation, and number of
meeting rooms and hotel rooms, as well as good services.
When selecting a host city, the following are questions that should be
answered:
1. Have you used the site before?
2. Is the site easily accessible for the majority of your participants?
3. Does the geographic area lend itself to pre- and post- meeting or
conference excursions?
4. Is the ground transportation appropriate for the group?
5. What is the reputation of the site?
6. Is the climate acceptable to your participants?
7. Are there enough meeting spaces and sleeping rooms available to
accommodate your group during the desired period?
When choosing the meeting facility and the hotel, service is the first
priority. MICE planners must provide a level of service that makes the
guests fell at home, well cared for, and anxious to return. Along with the
service attitude of the staff, MICE planners are also looking for a higher
level of services for their special attendees--- the physically handicapped
and those with special dietary needs.
Another important area to be considered is the ability to meet the
needs of their international attendees. The facilities, services, and amenities
that have to be provided are multilingual staff, easy exchange of currency,

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interpreters, international codes and symbols on guest information and
signage, and the ability to accommodate special dietary considerations.
When choosing the meeting facilities, the specific questions to be
asked are:
1. Have you stayed in the facility before?
2. What have you heard from other groups with regard to this facility?
3. Is the facility accessible from the airport?
4. Is the physical appearance appealing?
5. Is the facility kept in good repair?
6. What kind of first impression does the facility make?
7. Does the facility have the need space available?
8. What are the number, size, and caliber of meeting rooms and guest
rooms?
9. Does the facility provide VIP accommodations?
10. Are nonsmoking rooms available?
11. Does the facility provide appropriate food and beverages
services?
12. Does the facility provide appropriate recreational opportunities?
13. What time is check-in?
14. Can special arrangements be made for early check-in and late
check-out?
15. Can special rates apply before the meeting and after the meeting
in case the participants would like to arrive early or stay late?
16. What are the check-in and check- out procedure?
17. Are staff members appropriately dressed, knowledgeable, and
courteous?
18. Does the facility provide the support staff the group will need to
successfully host the meeting, convention, or exposition?
19. Is the signage appropriate?
20. What is the proximity of the facility to shopping, dining, and
entertainment facilities?
21. Is the room rate appropriate for the group?
22. What kind of deposit is required?
23. What is the guarantee and cancellation policy?
24. What other groups will be on-site during your meeting?
25. What kind of room block will they provide?
26. Are the safety and security features working and up-to-date?

The person in charge of site selection should never sign a contract with a
facility unit after just one site visit. It is suggested that the MICE planner
makes two visits to the site—one announced and unannounced. After the
announced visit has been successful completed, the MICE planner should
visit the site unannounced, perhaps even using a different name. This visit
will give the planner a view of how guests are usually treated. After
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completing the two site visitations, the planner can negotiate and sign the
contract.
After the site has been selected, the actual meeting, conference, or
exhibition can be planned. A detailed agenda can be made which will
include meeting rooms and recreational activities. After this has been
completed, the planner, together with the sponsoring organization should
implement their marketing strategy.
In a corporate training meeting, the marketing may only be a flier or
memo discussing the time, date, place, and agenda. If the event is major
convention, marketing starts one year before the event. In general, the
convention is marketed in the registration packet of the previous year’s
convention. The type of information that should be included in the marketing
piece should be dates, places, and a general overview of the theme. As a
dates for the meeting, convention, or exhibition approaches, the marketing
material should become more specific.
The MICE planner should also develop the exhibitor correspondence and
packet. The exhibitor correspondence should include the correspondence
sent to the registrants together with the information specific to the exhibition.
The exhibitor packet may be developed by the MICE planner or by
exhibition manager.
The last thing the MICE planner will be responsible for is to develop the
final blueprint for the actual meeting, convention, or exhibition. This blueprint
is often called the staging guide, staging book, planner’s guide, planning
book, or coordinator’s book or guide. This book provides step-by-step detail
about everything required for the event. It provides the MICE planner with all
the pertinent information during the event, thus allowing that person to
check all room setups, audiovisual needs, and so forth.

On-site Activities
The MICE planner should arrive at least one hour before the event in
the case of a single meeting. In case of major convention or exposition, the
MICE planner should arrive several days before the event to oversee the
move-in activities. During the move-in process, the MICE planner will work
closely with the facility managers and other individuals responsible for the
successful execution of the event. The MICE planner acts as the director of
the move-in process and coordinates the functions of these key individuals.
When an event is sponsored by an association, the MICE planner will
work with the executive staff as well association members who work with
the executive staff and volunteer committees. Before the move-in, those
individuals involved should be trained in their respective roles. During the
event, communication lines should remain open between all key players.
Open communication is maintained through pre-convention meetings.
Regardless of the size of the event. There should always be a pre-event
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briefing meeting to ensure that all the bases are covered. Pre-event briefing
meetings should include all responsible individuals on the venue’s staff.
These individuals could include the general manager, salesperson,
convention service manager, catering manager, chef, front desk manager,
and room division manager. The sponsoring organization should be
represented by those individuals who have management responsibilities.
If the sponsoring organization is an association, those attending the
meeting could include the president, vice-president, secretary, treasurer,
and the association’s professional staff.
During the pre-event briefing, the participants will brief each other
regarding the changes that have taken place since the event guide was
developed. Each department head will discuss the arrangements he or she
has made to service the group.
After the pre-event briefing, the MICE planner and his or her staff will
monitor all events to ensure that the needs of the attendees are being met.
They are also responsible for managing all the people associated with the
meeting to be sure that the plan is properly executed.
In order to execute the plan properly, it is necessary to have a
thorough event guide and maintain open lines of communication between
the sponsoring organization and the host venue. It the event lasts for more
than one day; there should be meetings at the start of each day to enable
the sponsoring organization’s representative, the MICE planner, and the
convention service coordinator to discuss problems that may have arisen
and review the changes made. No matter how thorough a planner has been,
there will be changes. The success of the event will depend on the planner’s
ability to respond to these changes.
Another important functions of the MICE planner is to approve all
invoices. It is the practice of host venues to present an invoice at the end of
each major food and beverage function. It is responsibility of the planner to
check the accuracy of these invoices and to make the necessary changes, if
any.
Post-meeting Activities
After the conclusion of the event, the MICE planner should hold a
debriefing session. This meeting should include all the persons present at
the pre-event briefing. The aim of the debriefing sessions is to allow all
those involved to discuss openly their perceptions about the meeting. At this
time, the items of contention will discussed and resolved.
The MICE planner is also responsible for administering the evaluation.
This can be done in a number of ways. The sponsoring organization may
place evaluation information in every session so that it can evaluate the
perception may also be mailed to the attendees once they leave the
meeting. A summary of the evaluation should be complied and used in the
planning of future events.

REFERENCES
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  Zenaida Lansangan- Cruz, Phd, Introduction To Meetings, Incentives,
Conferences, And Events Management (Mice),2020
 https://interfacetourism.es/
 https://www.slideshare.net/

NAME: _____________________________________________________
DATE OF SUBMISSION: _________________________

TEST 1. Write your answer on the space provided before each number.
Strictly NO erasures.

________________________1. a specialized hospitality operation which

aims to facilitate and support small to medium size meetings of 20 to 50
people.
_________________________2. They conducted the study of 10
personality characteristics of successful MICE planners.

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_________________________3. the display of products or promotional
materials for purpose of public relations, sales and/ or marketing. It is an
activity designed for suppliers of products, goods, and/ or services to
demonstrate and promote to a certain market. It is the European term for
exposition.
_________________________4. is an organized body that promotes and
enhances a common interest activity or purpose
_________________________5. gathering of individuals in which the
planning activity of the attendees is to attend educational sessions,
participate in meetings/discussion, socialize, or attend other organized
events. Conventions include exhibits. Congress is the European term for
convention.
_________________________6. determines the success of a meeting or
convention
_________________________7. In what year does Manila celebrated 20
years as a leading destination for meetings, conventions, and exhibitions.
_________________________8. an occurrence, happening and activity
designed around various themes in order to create or enhance interest in a
destination
_________________________9. According to him, trade shows or
expositions started when caravans crossing the desert would meet and
exchange products.
_________________________10. the participants will brief each other
regarding the changes that have taken place since the event guide was
developed.
TEST II. ENUMERATION:
A. Definitions Of Each Sub-Sector Of MICE
______________________ ______________________
______________________ ______________________
______________________ ______________________
______________________
B. Key Players Within The Trade Show Industry
______________________
_____________________________
_____________________________

C. Factors Of Growth Of The Mice Industry

______________________ ______________________
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 ______________________ ______________________
______________________ ______________________
______________________
D. Major Components Of The MICE Industry
________________________ ________________________
________________________ ________________________
E. Categories Of Planners
________________________ _________________________
________________________

NOTE: SUBMIT ONLY YOUR ANSWER SHEET!!

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