EVENT AND EVENTS MANAGEMENT

Event comes from the Latin word “e venire”, which means “outcome” - that why it is commonly
understood as an occurrence; something that happens. The outcome could be planned and unplanned.

Special Event is defined as “a unique moment in time celebrated with ceremony and ritual to satisfy specific
needs” according to the Guru of Events Management Dr. Joe Goldblatt. Events refer to the things that happen
around us. There are generally two kinds of events. There are ordinary events that occur naturally in our
environment and in our daily lives. On the other hand, there are special events. An event is a general term
indicating the coming together of a number of people in one place, to confer or carry out a particular activity.
Frequency can be on ad hoc basis or according to set pattern (International Congress and Convention
Association)

EVENTS MANAGEMENT PROCESS

Types of events
Events can be classified according to the following:
1. According to purpose – The C’s of events
2. According to the number of participants
3. According to frequency
4. According to impact
According to Purpose – The C’s of events

This event is classified to brings people together to CELEBRATE life milestone and accomplishments, and to
perform rituals or ceremonies as required by religion, culture or society. CELEBRATION from the Latin word
“celebro”, meaning ‘to honor”. Occasion to honor are life-cycle events (from basket to casket); religious ritual;
commemorative ceremonies; and socio-civic activities.

Events that bring people together to COMMUNE and strengthen bonds of friendship and restore relationship.
Example of these events are Class reunion; family reunion and hallmark events.

CONVENE are events that bring people together to share and pass on knowledge among peers and colleagues.
Main purpose is to educate, example of this event is meeting, conference and convention. Edutainment result
from the use of entertainment devices to present educational concept. Events that bring people together to
market and promote product offerings is for COMMERCE. Product launches, exhibits, trade shows, product
demonstration and retail events are just example of this event.
-According to number of participants
Events may range from few participants to a multitude scale of participants. Participations may be differed
according to events. Wrathall and Gee (2011) events according to audience size can be classify as:

MEGA EVENTS - Are events which are expressly targeted at the international tourism market and may be
suitably described as “mega” by the virtue of their size in terms of attendance, target market, level of public
financial involvement, political effects, extent of television coverage, construction of facilities and impact on
economic and social fabric of the host community. Example: Olympic and FIFA World Cup.
➢ Mega events are the largest events generally targeted at international markets (van de Wagen, 2009)
➢ These are events so large they affect whole economies and reverence in the global media (Allen, O’Toole,
Harris and McDonnell, 2002)
➢ The World Cup Soccer and the Super bowl are two examples of mega events.
HALLMARK - Refers to those events that become so identified with the spirit or ethos of a town, city or
region that they become synonymous with the name of the place and gain widespread recognition and
awareness.

➢ Hallmark events are designed to increase the appeal of a specific tourism destination or region (van de
Wagen, 2009).
➢ Example are the Carnival in Rio de Janeiro, The Royal Edinburgh Military Tattoo and the Rose Parade

MAJOR EVENTS– Has a capable to attract large number of visitors to the locale thus attracting media
coverage and has an economic benefit.

LOCAL/COMMUNITY/MINOR EVENTS Targeted – mainly local audiences and may appeal to local
communities or a selected group of people.

TRENDS
1. Virtual Events
➢ Aside from the usual face-to-face interactions, there are innovations that have resulted in newer methods of
presenting, marketing, and attending events. These are hybrid, virtual and online events.
➢ The increasing popularity of virtual exhibits and online conferences are complementing the traditional
methods of exhibits and meetings
➢ Massive open online courses (MOOCs) allow for training to be delivered online. Even interviews and
meetings are being conducted using web-based technologies.
➢ Convention 2020 stated that “virtual and immersive technologies are converging to a point where they are
more affordable, practical and understood by business.”

2. Content-driven Online Platforms

➢ Scott (2011) explains that “social media provides the way people share ideas, content, thoughts, and
relationship online.” With the proliferation of various platforms, you can become the expert on anything.

➢ Today, presentation by anyone on anything can be available for everybody to see. These may have been
originally delivered in person to a live audience, then recorded for upload to the internet.

ECONOMIC SIGNIFICANCE OF MICE/EVENTS

The MICE and Events industry indeed contributes greatly to a country’s economic development, especially for
countries with MICE and Events that attract international visitors. To analyze the impact of tourism, a multiplier
is used as the basis for results MULTIPLIER EFFECT – is a direct economic impact, which is equivalent to the
“new” money that visitor or outsiders bring and this money is circulated through spending in the local economy.
Tourist expenditure is translated to income by direct suppliers. Then these suppliers can either spend the money
or save it. This process of income and expense continues until the additional income generated by a new
spending essentially becomes zero.

Multiplier Effect: How Tourism Spending Flows into the Economy (United Nations World Tourism
Organization, 1982)

Impact of MICE
All MICE events produce impacts, both positive and negative, which it is the task to assess and balance.
• Social and cultural impacts may involve a shared experience, and may give rise to local pride, validation or the
widening of cultural horizons. However, social problems rising from events may result in social dislocation if
not properly managed.

 Political impacts have long been recognized by governments, and often include increased profile and
benefits to the host community. However, it is important that events fulfil the wider community agenda.
Governments are attracted to MICE events because of the economic benefits, job creation and tourism
that they can provide.

 Environmental impacts There is a trend internationally to use environmentally friendly practices within
the convention and meeting industry. Convention organizers and tourism organizations have formulated
 green policies and identified criteria and ratings of “green” convention cities and destinations. Programs
have been put into place to manage the effects on the environment, including waste recycling, reducing
the consumption of water, electricity and heat, water recycling and the rationalization of air-conditioning
and lighting.

 Traditionally the convention and meeting industry has been a large consumer of paper and paper
products in the form of printed conference materials, non-reusable convention and exhibition materials,
disposable cups and plates and so on. As a result, more “green” meetings are taking place and eco
policies are being put into operation.
 Technological impacts The industry has gladly accepted and embraced new technology, and the impact
has been felt not only in the area of the equipment used to present conference data and information, but
also in the provision of different styles of conferences through the use of video conferencing facilities.
Software systems for both conference organizers and venues and exhibition organizers are now
available.

 Economic impacts serve as catalysts for urban renewal, and for the creation of new tourism
infrastructure that bring economic benefits to their communities, but governments need to weigh these
benefits against costs when deciding how to allocate resources.

Benefits and Challenges of MICE

1. Regional and international exposure through an enhanced tourist destination image. Being labelled as
business or meeting location generally creates more positive travel and trade image impressions. The publicity
and media attention generated by MICE can also cut through the traditional destination advertising and
marketing clutter.
2. Exchange of ideas and knowledge sharing. Greater cooperation among those involved in the convention can
lead to more innovation.
3. Business Networking. It can be used as a marketing tool to stimulate future business links and trade.
4. Possibility of leisure tourism. Delegate may undertake leisure pursuits over the days of the meeting. If he or
she finds the destination attractive, this could stimulate a repeat visit with family and friends. This factor may
lead to greater returns over other form of tourism.
5. Access to new technology and upgrading of local travel services. High-tech communications systems are now
considered the norm at conventions and exhibitions.
6. Local skilled employment. The demand for more facilities and services in turn creates a greater need for
professionally trained workforce in the various skills and knowledge needed in planning and managing MICE.

DEVELOPMENT OF MICE IN THE PHILIPPINES

MICE in the Philippines can trace its roots to the Philippine Tourist and Travel Association. Established
in 1950, it started as private initiative to promote the Philippines as a tourist destination. 1972, President
Ferdinand Marcos signed PD No. 1. This led to the establishment of the Department of Trade and Tourism and
the creation of the Philippine Tourism Commission.

One year after, the Department of Tourism became an independent body. It was later renaming the
Ministry of Tourism accordance with the amendments to the 1973 Constitution. The development of the
Philippine convention industry became official government policy in 1976, a milestone year that marked the
establishment of Southeast Asia’s first full-fledged convention center, the Philippine International Convention
Center (PICC); andthe creation of the Philippine Convention Bureau (PCB) as a government corporation
dedicated to the promotion of Philippines as a meetings and convention destination. That same year, the
Philippines successfully played host to the International Monetary Fund - World Bank Joint Conference that
signaled the entry of the Philippines into the world conventions market.

Since then, the Philippines has hosted some of the biggest and most important
international and regional meetings, conferences, conventions, congresses, and events
that have made its capital city, Manila, one of the acknowledged “Convention Cities” of
the world.
The Philippine Convention Bureau (PCB) was later reorganized in 1987 to become the Philippine
Convention and Visitors Corporation (PCVC), now known as Tourism Promotions Board (TPB), under the RA
9593 - Tourism Act of 2009, in response to market developments which embraced the new, more specialized,
and quality-oriented Incentive.

Travel Industry. In recent years, the meetings, conventions, and incentive travel industry evolved into an
even wider representation of several specialized sector of tourism to encompass exhibition and events. The
convention industry now became known by the acronym: MICE, which stands for Meetings, Incentives,
Conventions and Exhibitions/Events.
Republic Act 9593 (Tourism Act of 2009)
Republic Act 9593 (Tourism Act of 2009)
⚫ Signed by former Pres. Gloria Macapagal - Aroyo to strengthen the role of tourism in economic growth
which
⚫ Declares tourism as an engine of investments, employment, growth and national development, and strengthen
the Department of Tourism (DOT) and its attached agencies to effectively and efficiently implement that policy,
and appropriates funds therefor.
⚫ Salient features of the law are the reorganization of the Department of Tourism (DOT) and its attached
agencies; the establishment of a Tourism Development Fund; and the creation of specialized tourism zones.
Under the Tourism Act of 2009, there are eight DOT attached agencies, namely:
1. Tourism Promotion Board (TPB)
2. Tourism Infrastructure and Enterprise Zone Authority (TIEZA)
3. Duty Free Philippines Corporation (DFPC)
4. Intramuros Administration (IA)
5. National Parks Development Committee (NPDC)
6. Nayong Filipino Foundation
7. Philippine Retirement Authority (PRA)
8. Philippine Commission on Sports Scuba Diving

1. Tourism Promotion Board

⚫ The Tourism Promotion Board (TPB) was formerly known as the Philippine Conventions and Visitors
Corporation (PCVC)
⚫ According to Tourism Act of 2009, the PTB must “market the Philippines as a major convention destination
in Asia, taking charge of attracting, promoting, facilitating, and servicing large - scale events, international fairs
and conventions, congresses, sports competitions and the like. Thus its mandate is to “promote and ensure the
convention handling capacity of the country as a world class convention center.”
⚫ It will achieve these goals thru the Conventions and Incentives Travel Unit (CTI) which assist meeting
planners and incentives travel organizer in the following area;
1. Bid preparation
2. Incentive Program Planning
3. Liaison Services
4. Site Inspection
5. Attendance Promotion
6. Promotional Material Support

The Tourism Promotions Board (TPB) is a corporate body attached to the Philippine Department of
Tourism (PDOT) that is responsible for marketing and promoting the Philippines as a global tourism
destination. Specifically, it shall market the Philippines as a major convention destination in Asia, taking charge
of attracting, promoting, facilitating, and servicing large-scale events, international fairs and conventions,
congresses, sports
competitions, expositions and the like. It’s Conventions and Incentive Travel (CIT) Unit in particular, provides
comprehensive information, technical assistance and guidance to planners, organizers, association and corporate
executives, government and non-government institutions, and other entities who seek an ideal venue for their
meetings, incentive travel groups, conventions, exhibitions and events. The TPB offers its experience and
expertise through the following wide range of services and business solutions to convention and meeting
planners and incentive travel organizers:

1. SALES AND PROMOTIONS Aggressive Philippine participation in MICE-specific international trade

shows and expositions, the conduct of sales missions abroad; and the organization of regular MICE
Buyer Invitational Programs to the Philippines.

2. BID PREPARATION Matching international account leads with local counterparts with the potential
to bid; technical assistance in the planning, preparation, and submission of Philippine Bid Proposals;
active assistance in soliciting multi-sectoral support and in drawing up a total package of benefits and
privileges for Bid Presentions before international decision making Boards and entities.

3. LIAISON SERVICES Coordination between the international Host Committee and the Local
Counterpart Organization; assistance in matching the international organization’s requirements with
suitable Philippine facilities and services; locating and endorsing PDOT/TPB-accredited and
professional MICE suppliers; and in liaising with government and other relevant local entities for
necessary permits, endorsements and authorities.

4. PROMOTIONAL MATERIAL SUPPORT Provision of an adequate supply of specialized

information materials on the Philippines as an ideal destination for MICE groups, marketing
 paraphernalia like audio visual presentations, Delegates’ bags and kits, giveaways, specially printed
materials and other materials as required.

5. TECHNICAL VISITS Coordination and organization of technical visits of international MICE Clients
in relation to a bid or a hosted/booked MICE account.

6. ATTENDANCE PROMOTION Assistance in promoting attendance to booked events through its

network of foreign and domestic offices.

7. AIRPORT RECEPTION Facilitate the arrival of incentive groups, convention and exhibition
participants and other guest coordinate with the agency at the airport.

2. Tourism Infrastructure and Enterprise Zone Authority (TIEZA)

Formerly known as the Philippine Tourism Authority, TIEZA is mandated to designate, regulate and supervise
tourism enterprise zones (TEZs) as well as develop, manage and supervise tourism projects in the country. The
act also establishes ”tourism enterprise zones” in strategic areas, including Cebu, Davao, Bohol, Laguna,
Cavite, Boracay, Palawan, and Iloilo, to lure foreign investors and tourists to visit places rich in history and
culture.

3. Duty Free Philippines Corporation (DFPC)

Mandated to operate the duty and tax free merchandising system in the country.

4. Intramuros Administration (IA)

Shall responsible for the orderly restoration and development of Intramuros as a monument to the Hispanic
period of the Philippine history.

5. National Parks Development Committee (NPDC)

Luneta Park, Paco Park and Pook ni Mariang Makiling.
Its major thrusts and programs are to:
1. Perform general maintenance work, preservation and beautification of assigned parks.
2. Rehabilitate and develop assigned parks
3. Promote recreational, socio-cultural and educational programs and activities
4. Conduct marketing activities
5. Augment the present security force of the agency

6. Nayong Pilipino FOUNDATION

Nayong Pilipino or the “Philippine Village” was conceived by former First Lady Imelda R. Marcos and
her committees of Filipino planners and architects to promote Philippine art and culture. The site of the original
Nayong Pilipino was located in MIA Road, Pasay City, adjacent to the airport complex. Nayong Pilipino
Foundation (NPF) was initially registered with the Securities and Exchange Commission (SEC) on 21 May
1969 as a non-stock, non-profit institution, and on 6 November 1972, was formalized as a government-owned
and controlled corporation (GOCC) by virtue of Presidential Decree (P.D.) No. 37. Subsequently, on 16
December
1991 under Executive Order (E.O.) No. 497, NPF was made an attached agency of the Department of Tourism
(DOT) or policy coordination. Pasay Park operations ceased in 2002 while Nayong Pilipino sa Clark Expo,
established at the Clark Expo Site in 2006 made NPF its manager and operator. In 2007, E.O. 615 mandated the
transfer of the Pasay park to the 15-hectare property of the Philippine Reclamation Authority area in Parañaque,
and the transfer of the 15 hectares of the Nayong Pilipino Foundation property to the Philippine Reclamation
Authority. E.O. 58 followed this in 2011, instructing NPF to transfer its remaining 22.3 hectares in Pasay City
to the Manila International Airport Authority. At present, parks in operation under the foundation are Nayong
Pilipino Clark Expo and Nayong Pilipino Rizal Park, formerly the Orchidarium, now used as an interim head
office facility.

DEPARTMENT OF TOURISM MICE STRATEGY

To improve the tourism competitiveness of the Philippines, the strategy of the DOT is to position the
Philippines as a destination and venue for major events and encourage private sector investment. Position the
Philippines as a preferred MICE venue The National Tourism Development Plan will detail strategies in
tourism investment,
access, product development and promotion, among others. The plan, which covers the year 2011-2016, will
serve as a strategic framework for national and local initiatives in tourism, and follows the previous 20year
tourism master plan for 1991-2010. The infrastructure, investment and marketing components are expected to
help reposition the Philippines as a preferred MICE destination. DOT will heighten efforts to capture more of
the MICE market in the next five (5) years by highlighting gains in business, infrastructure and tour operations.

2. Encourage Investment in Accommodation Facilities, Convention Centers and Airports

The MICE sector received a significant boost in 2010 with the rise of several new large– scale accommodation
facilities. The new investment being pumped into Philippines tourism definitely intensifies the campaign of the
Department of Tourism that aims to push the re-entry of the Philippines into the world MICE Market. DOT will
look to Public-Private Partnership (PPP) initiatives in developing airports servicing key destinations such as
Boracay and Cebu. These are to complement expected increases in the number of hotel and resort rooms there,
with several projects scheduled for completion.