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Module 3 - MICE - Lecture notes 3

BS in Agriculture (Isabela State University)

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HM 223 – INTRODUCTION TO MICE

UNIT 3: Key Player in the MICE industry and Their Roles in the Tourism and
Hospitality Industry

INTRODUCTION
The size of the MICE Industry has greatly expanded. At present, it includes several players. This
module will introduce these various players and their roles in the tourism and hospitality industry. These
players are the following:
• Associations
• Convention centers
• Conference centers
• Tour Operators
• Trade shows and expositions
• Hotels
• Conventions and Visitors Bureaus
• The process of providing a MICE Event

OBJECTIVES At the end of this chapter, you will be able to:

• Describe the key players in the MICE industry
• Discuss the roles of the key players in the tourism and hospitality industry

DISCUSSION PAPER
Topic I. 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 (1) trade associations, and (2) professional
associations. Both 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.

a. Trade Association – nonprofit organizations that are designed to address the needs of for-
profit businesses. The members are business agencies that have the same objective. Example:
The Professional Convention Management Association (PCMA) whose members are involved
in the conventions and meetings industry.

b. Professional Association – are nonprofit organizations that are not business-oriented. They
are designed to help their members realize their objectives. This associations are divided into
three sections. (1) Sector consists of the members with the same interests such as American
Association of the Retired Person (AARP). (2) Sector consists of scientific, engineering, learned
associations such as the Council of the Hotel, Restaurant and Institutional Education (CHRIE).
(3) Sector that is concerned with religion, charitable, and public services such as the American
Heart Association.
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HM 223 – INTRODUCTION TO MICE

UNIT 3: Key Player in the MICE industry and Their Roles in the Tourism and
Hospitality Industry

Topic II. CONVENTION CENTERS

Comprehensive convention center is a public agency whose aim is to host meeting and exhibits in a
venue. It provides banquet, food and beverage, and concession services. Majority of convention centers
are owned by the city, country, or state government and are operated by an appointment board or
authority.
Example of a convention center are the following:
• Philippines International Convention Centre (PICC)
• SMX Convention Center Manila
• ASEAN Convention Center
• Jacob K. Javits Convention Center in New York
• 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 associations parties. The convention and visitors bureau assists in marketing convention
centers.
Historically, convention centers were organized to served 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, lightning, plumbing, air, and sound.

Topic III. CONFERENCE CENTERS

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 of 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 emphasize comfort and privacy for the
attendees.

A unique character of a conference center is that:

• It provides continuous refreshment throughout the meeting, thus allowing the attendee to take a
break whenever they feel like doing so.
• It charges only one price that includes meals, room rates, meeting rooms, audiovisual equipment,
coffee breaks, and paper supplies needed by the participants.

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HM 223 – INTRODUCTION TO MICE

UNIT 3: Key Player in the MICE industry and Their Roles in the Tourism and
Hospitality Industry

Topic IV. 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 convention city for a few days after the convention to relax, sightsee,
or enjoy the entertainment in the city.

Tour operators often crate tour package for the spouse, guest, or children of the attendees. Thus, while
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.

Topic V. 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, 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.
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 customer 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 individual companies.

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HM 223 – INTRODUCTION TO MICE

UNIT 3: Key Player in the MICE industry and Their Roles in the Tourism and
Hospitality Industry

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 to trade shows, cities
are now competing for the trade show business.

There are several key players within the trade show industry. These are:
• 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.
• Expositions or show manager – is responsible for all aspects of the trade show.
• Service Contractors – are individuals responsible for providing all the services needed to run the
facilities for trade show. A general service contractor is multi-talented, creative, and equipped to
serve all exhibit requirements.

Topic VI. HOTELS

Hotels plays an important role in the MICE industry. Hotels provide comfortable overnight accommodation
for out-of-town guest for a meeting, convention, or trade show.
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 marketing
or convention.
Meeting Planners need not to deal with different department heads within the hotel. The convention
service manager can help them with all their needs.

Topic VII. CONVENTIONS AND VISITORS BUREAUS

A convention and visitors bureau is a nonprofitable 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 accommodation tax.
The convention and visitors bureau coordinates all activities of meetings and conventions. These include
the following:
• Marketing the destination
• Providing information about possible host facilities
• Coordinating familiarization tours for meeting planners and association executives
• Acting liaison between the group and several suppliers within the community
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HM 223 – INTRODUCTION TO MICE

UNIT 3: Key Player in the MICE industry and Their Roles in the Tourism and
Hospitality Industry

Topic VIII. THE PROCESS OF PROVIDING A MICE EVENT

According to Rutherford, the process of providing a MICE events 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.
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 the event.
Example: the transportation supplier who provides transfers of the delegates (international or national or
local) from the airport to the venue.
Around the edge of the wheel are the delegates or participants. Anytime 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 interrelation between each supplier and delegates is very important to the success of the
MICE event.

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