WHAT IS AN

EVENT?
OBJECTIVES
1. Define an event
2. Identify the elements of an event
3. Differentiate the types of events
4. Create an event concept paper
DEFINITION
 The things that happen around us
 Ordinary events – occur naturally in our
environment and in our daily lives
 Special events – many people gather together for a
purpose; some people need to travel to participate,
while some spend a lot of time and resources
planning for the event and making sure that
everything unfolds as expected
CHARACTERISTICS OF SPECIAL EVENTS
1. Organized for specific purpose/s
2. Attended by a number of participants
3. Held in a specific, pre-determined place
4. Time-bound (such that it has beginning and an
end)
5. Cost a lot of resources
ELEMENTS OF AN EVENT
1. Type and title of an event
2. Purpose for holding the event
3. Participants of the event and the roles they play
4. Place or venue where the event is going to take
place
5. Date and time of the event
6. Resources
5W AND 1H
1. What event are we organizing?
2. Why are we organizing the event?
3. Who are expected to attend and to organize the
event? How many attendees and organizers?
4. Where is it going to be held?
5. When is it going to be held?
6. How much is it going to cost
 Events take a lot of time and resources thus it is
important to plan the event
 Event planning
• Paying attention to details
• Answer 5Ws and 1H questions to come up with a
concept paper for an event
• Contingency is important
TYPES OF SPECIAL EVENTS
 Personal events – organized by and for friends and
family to celebrate life’s important milestones
Ex: shower parties, birthday parties, baptism, weddings,
achievement blowouts, reunions, anniversaries, funerals
 Corporate events – organized to improve the
productivity and profitability of companies and
contribute to the achievement of corporate goals
Ex: product launchings, sales rallies, trade shows
 Community events – gatherings of the members of a
community and their guests to commemorate
historical and/or religious events, promote arts and
culture, and strengthen social bonds
Ex: festivals, schools or churches events, art exhibits, and
local sporting events, international events (World Youth
Day, Olympics
ASSIGNMENT

 Cut out 3 photos of an event from newspaper or

magazines. There must be at least one photo for the 3
types of event
SIGNIFICANCE OF THE
EVENTS
INDUSTRY
OBJECTIVES
1. Identify the significance of the events industry to
the learner’s development
2. Identify the significance of the events industry to
the country’s development
3. Explain the concept of multiplier effect
SIGNIFICANCE OF THE EVENTS INDUSTRY
FROM THE LEARNER’S POINT OF VIEW
 Most of the topics covered in MICE management are
applicable in other disciplines and in our daily lives
• Budget preparation
• Sales and marketing
• Time management
• Risk/crisis management
 Planning and implementing an actual event give you
valuable experience which will help you face the
challenges in the workplace
 “EXPERIENCE IS THE BEST TEACHER”
SIGNIFICANCE OF THE EVENTS INDUSTRY
FROM THE COUNTRY’S POINT OF VIEW

 Tourism – “the activities of persons traveling to and

staying places outside their usual environment for
not more than one consecutive year for leisure,
business, and other purposes, except activities
remunerated from within the place visited” (United
Nations World Tourism Organization)
 Events that entail traveling outside a person’s usual
environment is a form of tourism
 Events can serve as one of the tourist attractions of
a destination
 events industry contribute greatly to a country’s
economic development
 Important subsector of tourism for major reasons:
1. Quantity
• MICE events attracts guest regardless of the season
• Events offer new experiences at destinations thus, attracting
more visitors and repeaters and holding them beyond peak days
2. Quality
• MICE attendees spend more compared to regular or ordinary
tourist providing higher revenue for the same length if stay
compared to regular tourist
 • MICE attendees have higher disposable income and use
more tourism facilities than ordinary tourists
 Does not only boost tax receipts and infrastructure
development but also creates a ripple effect in the
economy where backward links to suppliers’ suppliers
and more to the calculation of expenditures, resulting to
what we call “multiplier effect”
MULTIPLIER EFFECT
 Direct economic impact, which is equivalent to the
“new” money that visitors or outsiders bring and this
money is circulated through spending in the local
economy
 Created when different persons use the same money
several times, each time the money is transferred from
one person to another means the money is counted as
that person’s income
 More transfers mean more aggregate income thus
bigger economy
 The idea of repetition or multiplication of
economic activities and its effects
 Level 3
Level 1 Level 2
Shops with P500
Jessa dines at a Restaurant Pays school for
5 star staff gets P500
restaurant and P1,000
pays P2,000 Supplier staff
Supplier gets P500
gets P1,000 Pays farmer P500
WHO ARE THE
INDUSTRY
STAKEHOLDERS
STAKEHOLDERS
 Refer to the parties who hold a stake or interest in
the particular project or industry
 4 major categories
1. Professional Congress/ Events Organizer (PCO)
2. Community
3. Service supplier
4. Government offices and regulatory bodies
Forces Natural
of PCO calamities
nature

Community Suppliers

Global
economic Regulatory Political
downturn Bodies events
or upturn
 EVENT MANAGER/ PROFESSIONAL
CONGRESS ORGANIZER
 2 types
1. Outsourced Event Managers
• Also known as Professional Congress/ Events Organizers (PCO)
• Event management companies or individuals that organize events on a per
contract basis on behalf of their clients
• PCOs are independent event managers, professionally knowledgeable in their
own fields or specialization in MICE who bring in the know-how, coupled
with a database of contacts needed in various stages of event organizing
• Entrepreneurs
Ex: Global-Link MP Events International and Worldexco
2. In-house Event Managers
• Positions or departments within an organization that is not into the
business of event management but requires its own group of event
managers or coordinators due to the volume of special events that the
company has, such as executive meetings, strategic planning, team building,
trainings, incentive events for the sales team and product launches
• They may either be employed by corporations (for profit businesses) or
associations (non-profit organizations)
Ex: hotel banquet managers and those employed by companies to organize
product launches and other company events
COMMUNITY
 Represents both the target market and the people living in
and around the MICE destination
 Residents of MICE destinations receive the impact of MICE
activities, both positive and negative
 Residents enjoy the resulting economic benefits, job
opportunities, and infrastructure developments, but also
suffer from environmental and other possible exploitive
impacts
 Target market: exhibitors, visitors, sponsors, attendees
• Bring in the revenues for any profit-oriented event
• Those whom the organizers attract and try to satisfy
• Raison d’etre or the main reason for organizing the event
 Associations also form a major part of the MICE target
market
• Association – group of individuals or organizations who formed
themselves formally to uphold a common interest
• Classification
1. Trade Associations
 non-profit organizations whose aim is to meet the needs for-profit
businesses
Ex: Philippine Association of Convention/ Exhibition Organizers and
Suppliers, Inc. (PACEOS)
2. Professional Associations
 non-profit organizations that are not involved with business firms
organized to assist individuals in the pursuit of their common goals
 • Bound by common personal interest
Ex: UP Mountaineers and Wild Club of the Philippines
 Bound by their careers
Ex: Philippine Medical Association, Philippine Nurses Association
 Bound by their desire to do community service
Ex: Association of Foundations
 Key industry sectors such as construction, real estate, financing,
automotive, hospitality, medical and pharmaceutical companies
SUPPLIERS
 Refer those who provide the services necessary to organize
and execute events properly
1. Venue
2. Hotel
3. Food and beverage suppliers/ caterers
4. Airlines
5. Airports
6. Ground transportation 12. Manpower agencies
7. Ground handlers 13. Documentation services
8. Freight forwarders 14. Advertising agency, public
9. Booth contractors relations (PR) companies

10. Audiovisual/ meeting

technologies suppliers
11. Security
1. Venue
• Facilities where MICE events are held
• Free-standing or attached to other properties, like hotel
ballrooms or event spaces locates within shopping malls
• Size, architecture, technological/ functional feature, ambiance
• Location must also be suitable for international events
• Must be near international airports and must be within walking
distance to 5-star hotels and major shopping areas
• Convention Center (Philippine International Convention
Center, SMX Convention Center) which is by definition huge
buildings with flexible spaces that can cater to events of any
size from conventions of tens of thousands attendees to
smaller meetings, breakout sessions, and other smaller
functions
• Conference Center (Teacher’s Camp) provide attendees with
room for more privacy and focus as it offers conference
facilities as well as board, lodging, and leisure activities all in
one location
2. Hotels
• Provides guests a comfortable place to sleep in and other
services which the guests will need during their stay and others
provide not only accommodations for MICE attendees but also
meeting rooms or other event spaces and generally, their own
MICE related services
• Have an advantage in the incentive travel sector because most
hotels have more suitable facilities (spa, casino, swimming pools)
3. Food and beverage suppliers
• Restaurants, caterers
• Taste, service, cost are the major considerations
• The food and event must be a “perfect marriage”, it must
enhance the event’s potentials in achieving the event’s objectives
• Event organizers must likewise pay good attention to special
guest requirements, like vegetarian meals, cultural dictates,
religious restrictions
4. Airlines
• Play an important role in transporting people and goods essential
to make the events industry tick, especially for international
events
• The number of air seats going to and from the city contributes
to its viability to compete as an event destination and there must
be a balance in the supply and demand for air seats and airlines
operating in a destination
• Airline managements strive to make incentive business travelers
feel at home, hence it will be an advantage for an event organizer
to have a tie-up with an airline company, preferably with the
national flag carrier
a. Attendance promotion in areas serviced by the airline
b. Free or discounted tickets for site inspection and for
attendance campaign
c. Special rates or ticket discounts or upgrades for delegates
d. Free or discounted tickets for speakers or VIP guests
e. Advance seat reservations for delegates
f. Excess baggage allowance
g. In-flight announcements about the event, welcome message
and signage
h. Hotel rates, taxi info, city maps, and other useful materials
to be provided on-board
5. Airports
• In MICE, airports have the responsibility of making a good
impression especially for international participants since it
provides doors into a country and provide visitors with the
first taste of a country’s culture
• Simplest way to create positive image for an airport is to let go
of travelers as fast as possible
6. Ground Transportation
7. Ground Handlers
• Travel agencies and tour operators which assist event organizers for the
tours and travel arrangement for event participants
8. Freight Forwarders
• Bring goods for the exhibit or for use in a conference from their point
of origin to the event venue in good condition and in time for the event
• Steps undertaken by freight forwarders:
a. Pick up goods from exhibitors/ presenters
b. Book the goods for transport to the country where the event is going
to be held
c. Pack the goods properly as some equipment or materials require special
packaging which only professionals can do
d. Prepare departure documents and permits
e. Continuously monitor movements of goods until arrival in destination
f. Prepare arrival documents and customs entries, and secure special
permits/clearances and re-export bond/waiver
g. Transport goods from customs to forwarder’s warehouse for
storage until the exhibit/conference venue is open for ingress
operation or move-in
h. Transport goods from the warehouse to event venue
i. After the event closes, repack the goods for egress operations or
move-out, and transport goods to forwarder’s warehouse for
storage until re-export process is completed and goods are
loaded into the craft
j. Facilitate customs processing again until goods are released and
delivered back to owners
• All goods entering the Philippines from a foreign country, even if
they are previously exported or brought out from the Philippines,
are subject to customs duties and taxes upon each entry into the
country, except otherwise indicated in the Tariff and Customs
Code of the Philippines
• Goods leaving the Philippines with the purpose of bringing them
back must be properly identified; certificate of identification must
be accomplished and submitted to the Bureau of Customs which
will be a basis upon the good’s re-entry; items which are not
included will be charged with the rightful duties and expenses
9. Booth Contractors
• Supply the necessary materials for the exhibit booth – particularly
the panels and octanorms or the metal frame needed to put up the
booth for the exhibitors
• Island booth – best booth space in trade fairs where in all its sides
face the aisles
• Booth must have a good design, theme, and clear representation of
the product that it is showcasing
• Easily catch the attention of visitors and draw them toward the
booth
• Exhibition contractors are responsible for booth design
• Event organizer may also assign an official booth contractor for easier
coordination and economies of scale (goods are cheaper by the
dozen); one who will coordinate with the venue coordinator or
representative regarding electricity load and other technical
requirements of each exhibitor
Ex: Centrex Corporation, City Neon Philippines, Danex Signs Inc.
10. Meeting Technology Supplier
• Online registration technology
• video conferencing (real-time meeting between two or
more people who are in two or more locations, using
special audiovisual equipment)
• online social networks; podcast; (recorded electronic
learning materials such as lectures and language tutorials)
• mobile phones (function as a watch, mirror, means of
communication, calculator, organizer, currency converter,
address book, camera, audiovisual player, data storage,
processor, etc. and they can easily connect to the internet)
• Event planner must be able to provide the materials with
which the speaker and guests will be most comfortable
Ex: Stagecraft International
11. Security
• Is one of the most important factors considered by
organizers when choosing a venue and planning for an
event
• All MICE venues have their own safety measures installed
and their own security personnel to implement these
measures/ contract the services of a security company to
provide additional event security guard
• Security requirements vary depending on the number,
nationality, and political status of event attendees and/or
speakers, such as dignitaries, celebrities, etc.; protocol for
different types of attendees
• PNP
12. Manpower Agency
• Registration staff, marshals/ushers, telemarketers, encoders,
interpreters/translators, extra waiters, messengers, and
janitorial staff that the event organizer can employ directly
or through manpower agency
 PROCUREMENT
 Purchasing products in a long and tedious process from a
supplier through bidding
 Bidding is a process where in you announce the details
(specifications) of what you need, which can either be
goods or services, and interested suppliers will give you an
offer
 Satisfy the specifications, request for quotation (rfq),
invitation to bid (itb)
 Steps:
a. Prepare a list of all the things you need, describing the goods
or services that you need and write down the details
• Specification (product)/ Terms of Reference and Scope of
Work for services
b. Prepare a Gantt chart or a schedule of procurement
• Schedule must indicate deadline for the specifications, the
quotation or bids, delivery, payment
c. Request for budget and have your list of items approved
d. Prepare the criteria for selection
• Technical specifications
• Cost
e. Announce your requirements by sending out the RFQ or the
ITB
• Letter format, indicate the deadline for submitting
quotations and the target date for delivery
f. Evaluate the bids/quotations using the criteria
g. Respond to all bidders and sign the contract with the winner
h. Make sure that deliveries are made on time and according to
specification/TOR
i. Pay the supplier according to the agreed to your agreed
terms
j. Evaluate the supplier
REGULATORY BODIES

1. Associations
 Regulate the staging of some events in order to
maintain certain standards
 They do studies and train their members to improve
the service that the members deliver
a. Union de Faire Internationales (UFI)
• Established in the late 1960s
• International network representing 248 member
organizations (200 exhibit organizers and venue owners,
48 associations of trade show partners from 78
countries)
• Conduct educational seminars on different topics
• Conduct surveys and studies on subjects of common
interest for its members and industry professionals, such
as marketing trends and new exhibition technologies
• Accredits and helps promote shows staged by its
members, as it advocates the effectiveness of trade
shows as a marketing tool
b. Bureau of International Expositions (BIE)
• Governs the staging of World Expositions (Expos or
World Trade); 154 member countries
• Established by an international convention signed in
Paris on Nov. 22, 1928
• Goals:
1) Oversee the calendar, bidding, selection, and
implementation of World Expositions
 2) Establish a framework allowing countries to cooperate
under the best conditions as organizers of expositions or
as participants through national pavilion
• BIE regulates 2 types of expositions
1) Registered Exhibitions/ Universal Expositions
2) Recognized Exhibitions/ International or Specialized
Expositions
 Staged 5 years apart from each other