Meaning of MICE The Role of MICE in the Tourism and Hospitality

Industry
MICE is an acronym for meetings, incentives,
conferences, conventions, and exhibitions industry. The The MICE industry is an exciting and profitable segment
MICE industry is one of the fastest-growing and of the tourism and hospitality industry. A major source
lucrative areas of the tourism and hospitality industry. of revenue for the tourism and hospitality industry
comes from the meetings, incentives, conventions, and
Definition of Terms
saw great increases in expenditures, meetings,
The following are the definitions of each sub-sector of incentives, conventions, and exhibitions experienced
MICE: great growth as well. With the many changes the
tourism and hospitality industry has undergone in the
1. Meeting - gathering of people for a common purpose past 20 years, the importance of MICE has become
such as business, social, or religious purpose. Meetings more with one another face-to-face has been the
do not include exhibits. driving force behind the growth of recognized.
2. Incentive-reward event intended to showcase Components of the MICE Industry
persons who meet or exceed sales or production goals.
It is also called incentive program. There are four major components of the MICE industry,
namely:
3. Conference - participatory meeting designed for
discussion, fact-finding, problem- solving, and • planners and groups they represent,
consultation. It is used by an organization to exchange
• host facilities
views, convey a message, open a debate, or give
publicity to some area of opinion on a specific issue. No • services, and
tradition, continuity, or periodicity is required to
• exhibitors.
convene a conference.
 Planners are individuals or groups that plan
Compared to a congress, a conference is smaller in
meetings, conventions, and exhibitions.
scale.
Planners are classified into a number of
4. Convention - gathering of individuals in which the categories such as corporate meeting planners,
planning activity of the attendees is to attend association meeting planners, and independent
educational sessions, participate in meeting planners. Corporate meeting planners
meetings/discussions, socialize, or attend other work exclusively for a corporation. Association
organized events. Conventions include exhibits. meeting planners work exclusively for an
Congress is the European term for convention. association. Independent meeting planners
contract their services to both associations and
5. Exhibition - the display of products or promotional
corporations.
materials for purposes of public relations, sales, and/or
 Host facilities provide lodging, meeting rooms,
marketing. It is an activity designed for suppliers of
food and beverage, as well as a number of
products, goods, and/or services to demonstrate and
other services for groups attending meetings,
promote to a certain market. It is the European term for
conventions, or exhibitions. Host facilities
exposition.
include hotels, conference centers, resort
6. Exposition-larger in scale than an exhibition. It hotels, universities, bed and breakfast inns, etc.
generally consists of a huge public display of the goods  Services refer to individuals and organizations
and services of a particular industry. that provide support for the meetings,
conventions, and exhibitions segment of the
7. Event - an occurrence, happening, and activity
tourism and hospitality industry. Service
designed around various themes in order to create or
suppliers include transportation companies,
enhance interest in a destination.
attractions, tour guide companies, and
entertainers.
  Exhibitors are financially linked with all
segments of the MICE industry. They provide
The Growth of the MICE Industry
much of the revenue needed for the planners to
hold meetings, conventions, and exhibitions. The growth of the MICE industry has been remarkable.
Exhibitors are persons who work for the Most of this development has occurred within the past
company. Other names for an exhibitor are 10 years. This growth has been due to several factors:
advertising director, communication director, or meeting planners associations, the airline industry, the
director of marketing, who is involved with the lodging industry, convention centers, conference
corporate exhibit program. The main aim of centers, meeting technology, and ground handlers.
exhibitors is to introduce their products, both
new and old, to an interested audience. Meeting Planners Associations

History of the MICE Industry Development of associations is connected with meeting

planners. These associations not only grew in numbers
Archeologists who investigated ancient cultures have but also expanded the list of services they offered to
found ruins that served as places where primitive their members. Majority of these associations increased
people gathered to discuss common interests such as their emphasis on education. Other growth factors
hunting plans, war activities, peace negotiations, and included the rise of the independent meeting planners,
tribal celebrations. Each village or hamlet had its the increase in the number of women planners,
common gathering place. As geographical areas grew, certification and development of standards, and the
cities became the meeting places for people who integration of travel agents into the profession.
wanted to trade goods or discuss common problems. As
cities became the center of activities for geographical Airline Industry
regions and transportation improved, the desire of the The advancement of the airline industry enabled people
people to gather and discuss things of common interest to travel quickly and efficiently. This was made possible
became more widespread. Trade associations, by the introduction of the jet airplane-an invention that
professional, fraternal, and religious organizations revolutionized transportation worldwide. A relevant
assembled to discuss relevant issues. Discussions of factor was the deregulation of the airline industry which
trade regulations, as well as selling or trading of goods, resulted in vigorous competition among airlines to
were the main reasons for convening. Many trade, attract more passengers. This caused a reduction in the
professional, fraternal, and religious associations have cost of air travel.
historical roots in Europe. In the United States, such
activity took place only in the mid-1800s. As America Lodging Industry
grew, so did its trade, professional, fraternal, and The lodging industry recognized the financial
religious associations. importance of MICE. Hotels grew and became
In the Philippines, Manila, its capital, is proud to have convention centers. Hoteliers learned to adapt their
pioneered the international meeting industry in services to different clients. Property marketing
Southeast Asia. 1976 was a memorable year for the directors learned how to work with meeting planners.
region. It was in this year that Manila opened its door to Convention Centers
Asia's first full-fledged convention center-the Philippine
International Convention Center (PICC) to the Convention centers expanded in terms of exhibition
International Monetary Fund/World Bank Meeting. spaces, accessibility, and storage facilities. They were
Since then, Manila has developed its professionalism able to accommodate all the activities of a convention
and expertise. It has developed an infrastructure of and trade show under one roof. Traffic was improved,
deluxe accommodations, efficient transportation allowing large numbers of people to move quickly from
network, and modern telecommunications to support a one area to another.
versatile range of meeting facilities. In 1996, Manila
Convention Bureaus
celebrated 20 years as a leading destination for
meetings, conventions, and exhibitions. 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 exhibitions stay an average of 4.1 days and spend an
have become more professional. They actively average of $818. Trade show delegate expenditures
participate in industry and association affairs. exceed $1,000, including exhibitor and association
expenditures.
Conference Centers
The International Association of Convention and Visitors
Conference centers changed their appearances during
Bureaus has conducted these studies for several years
the past two decades. For some time, they maintained a
involving the United States and non-U.S. cities. These
"business only" appearance. This has been replaced by
studies showed that approximately 82 million delegates
modern restaurants, recreational facilities, and the
attended 267,810 meetings with a direct economic
latest high-tech audiovisual equipment.
impact of more than $56.6 billion.
Meeting Technology
Associations
Modern audiovisual equipment gave meeting planners
An association is an organized body that promotes and
a greater degree of flexibility and creativity that was
enhances a common interest activity or purpose.
never possible in the past. Video projectors, 360-degree
Modern associations find their roots in historical times.
projection techniques, multi-image presentations, and
Roman and Oriental craftsmen in ancient times formed
unique sound systems have become very common.
associations for the improvement of their trade. In the
Ground Handlers middle ages, associations were in the form of guilds,
which were organized to obtain proper wages and to
Importance of the MICE Industry maintain work standards.
One of the most rapidly growing segments of the Associations are classified into two main categories-
tourism and hospitality industry is the MICE industry. In trade associations and professional associations. Both
the United States, it has developed into an industry that are organized for the betterment of their members.
is worth more than $25 billion. The international
convention and exhibition market has grown The main activity for both types of associations is to
considerably in Western Europe mainly in France, gather and exchange information through publications,
Belgium, Great Britain, and Switzerland. educational seminars, newsletters, and meetings.

Conventions and exhibitions generate a tremendous Trade associations are nonprofit organizations that are
amount of revenue within the tourism and hospitality designed to address the needs of for-profit businesses.
industry. Travel sales from meetings, conventions, and The members are business agencies that have the same
exhibitions are so important to the economy that all objective. A good example is the Professional
levels of government have organized, advertised, and Convention Management Association (PCMA) whose
provided services to attract these groups. The United members are involved in the conventions and meetings
States has offices in major industrial countries to help industry. Professional associations are nonprofit
organizations with travel arrangements to the country. organizations that are not business-oriented.
Each state allots a major part of its budget to
They are designed to help their members realize their
advertising to encourage conventions and business
objectives. Professional associations are divided into
travel to their state. Majority of cities with a population
three sections. The first sector consists of the members
of around 200,000 have visitor and convention centers
with the same interests such as the American
that aim to attract and support meetings, conventions,
Association of the Retired Person (AARP). The second
and exhibitions.
sector consists of scientific, engineering, and learned
Over the years, the International Association of associations such as the Council of the Hotel,
Convention and Visitors Bureaus has undertaken an Restaurant and Institutional Education (CHRIE). The
assessment of the economic impact of MICE. It was third sector is concerned with religious, charitable, and
found out that out-of- town convention delegates public services such as the American Heart Association.
spend an average of $638 for a 3.5-day stay. Delegates
to international, national, or regional conventions/
 whenever they feel like doing so. Another unique
feature of a conference center is that it charges only
Convention Centers
one price that includes meals, room rates, meeting
A comprehensive convention center is a public agency rooms, audiovisual equipment, coffee breaks, and paper
whose aim is to host meetings and exhibits in a venue. supplies needed by the participants.
It provides banquet, food and beverage, and concession
Tour Operators
services. Majority of convention centers are owned by
the city, country, or state government and are operated Tour operators play an important role in the MICE
by an appointed board or authority. An example of a industry. They work with meeting planners in arranging
convention center is the PICC. Other examples are the tours and activities for meeting attendees and their
Jacob K. Javits Convention Center in New York and the families who combine business with pleasure. Most
Anaheim Convention Center in California. In some often, convention delegates stay in the convention city
cases, convention centers may be managed by private for a few days after the convention to relax, sightsee, or
management companies. enjoy the entertainment in the city. Tour operators
often create tour packages for the spouse, guest, or
Convention centers provide big, flexible rooms for trade
children of the attendees. Thus, while the participants
shows and smaller spaces for banquets, meetings, and
attend their meetings, their spouses and guests may be
association parties. The convention and visitors bureau
brought to a local museum or art gallery while the
assists in marketing convention centers.
children may be brought to a theme park or a zoo.
Historically, convention centers were organized to serve
The convention delegates usually receive information
the community. However, at present, convention
about the tours several weeks before the convention.
centers are profit centers. Many convention centers
Because there is a growing trend for meeting attendees
obtain revenues by renting their exhibition and meeting
to bring their families with them, the job of the tour
rooms. Other sources of revenue come from food and
operator is becoming more important in the MICE
beverage catering, concessions, and vending. Many
industry.
convention centers offer specialized services to
exhibitors who take part in shows held in it. Trade Shows and Expositions

Examples are electrical, telephone, stage construction, Trade shows, expositions, and scientific/technical
lighting, plumbing, air, and sound. conferences are terms that are used interchangeably in
the MICE industry. Exhibition was historically a
Conference Centers
European term. As we become more global, Americans
A conference center is a specialized hospitality have adopted the term to refer to traveling shows such
operation which aims to facilitate and support small to as art exhibitions. According to the CLC glossary,
medium size meetings of 20 to 50 people. Conference expositions are public shows. Historically, trade shows
centers are different from convention centers because are private shows which are open only to those involved
majority of conference centers provide overnight in the industry. Although some trade shows open
accommodations for their participants. The guests at a themselves to the public on their final days, majority
conference center do not need to leave the center are still private.
during the entire duration of their conference because
All these terms describe an activity which aims to
all their needs, such as meals, accommodations, and
represent a major industry marketing event. Trade
leisure activities, will be provided by the conference
shows provide a venue in which individuals associated
center. The conference center was established to meet
with a particular industry can bring their products and
the growing demand for specialized meetings. The
exhibit them together. The forum allows the attendees
design of the conference center emphasizes comfort
and exhibitors to exchange information about their
and privacy for the attendees.
products.
A unique characteristic of a conference center is that it
For example, an annual trade show is sponsored by the
provides continuous refreshment throughout the
American Hotel and Motel Association every November
meeting, thus, allowing the attendees to take a break
in New York City. This trade show brings together all the department heads within the hotel. The convention
suppliers associated with the hotel and motel industry. service manager can help them with all their needs.

Trade shows have a very interesting history. According

to Evan St. Lifer, trade shows or expositions started
Convention and Visitors Bureaus
when caravans crossing the desert would meet and
exchange products. In the United States, the history of A convention and visitors bureau is a nonprofitable
trade shows dates back to 1876 when Alexander organization designed to solicit visitors and conventions
Graham Bell showed his telephone at the Philadelphia to a community. Majority are privately owned although
Centennial Exposition, a show celebrating America's some are housed within the state government. They are
first 100 years. funded through the hotel accommodations tax. The
convention and visitors bureau coordinates all activities
With the advent of the industrial era, marketing of
of meetings and conventions. These include marketing
products became very important. Salesmen spent most
the destination, providing information about possible
of their time on the road selling their products. Because
host facilities, coordinating familiarization tours for
it was impractical to call on customers individually,
meeting planners and associations, executives, and
salesmen began to rent hotel rooms to display their
acting as liaison between the group and several
wares. They invited their customers to look at their
suppliers within the community.
display. This practice was beneficial to individual
companies. The Process of Providing a MICE Event According to
Rutherford, the process of providing a MICE event is
As the trade shows industry expanded, hotels became
often compared with the design of a wheel. At the
insufficient to use. By the mid-1920s, hardworking
center of the wheel is the MICE event which may be a
individuals developed an exhibit hall in which large
conference or exhibition that will be managed by a
groups of exhibitors who shared a common product
conference organizer. All specialists who provide
showcased their wares together. This gave trade shows
services are located on the spokes of the wheel (see
a new look. Clients were no longer crowded in small
hotel rooms and not allowed to leave the room until Figure 2.1). During the planning of the MICE event, one
they placed their orders. In exhibit halls, clients were or more of the service specialists or suppliers might
allowed to roam freely from one booth to another. assume a specific role that is very important for the
success of an event. An example is the transport
Hotels
supplier who provides transfers of international
Hotels play an important role in the MICE industry. delegates from the airport to the venue. Around the
Hotels provide comfortable overnight accommodations edge of the wheel are the delegates or customers. Any
for out-of-town guests for a meeting, convention, or time during the event, the delegates will come into
trade show. In addition, many hotels provide meeting contact with the suppliers. Their overall experience of
rooms, convention facilities, and small exposition halls the event will be influenced by each of the service
for meetings and conventions. Meetings and specialists or suppliers.
conventions have become a major source of revenue
Hence, the interrelationship between each supplier and
for many hotels. This revenue is generated through the
the delegates is very important the success of the MICE
rental of sleeping rooms, food and beverage, as well as
event. Figure 2.1 shows the key players of the MICE
rental of meeting spaces.
industry. These include hotels, facilities, support
The most important person in a hotel is the convention services, associations, professional congress organizers,
service manager. He or she acts as a liaison between the incentives travel organizers, and convention and visitors
meeting planner and the hotel. This position has bureaus.
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
 10. Prepare the exhibitor correspondence and
packet
11. Create a marketing plan
12. Plan travel to and from the site

Meaning of MICE Planner 13. Arrange ground transportation

Individuals or groups who sponsor meetings usually 14. Organize shipping
appoint a single individual or committee to coordinate 15. Organize audiovisual needs
the meeting. The person coordinating the meeting is On-site Activities:
called several names-MICE planner, meeting planner,
meeting manager, coordinator, meeting director, and 1. Conduct pre-event briefing
professional congress organizer (PCO). 2. Prepare executive plan
3. Move people in/out
Characteristics and Responsibilities of MICE Planners 4. Troubleshoot
MICE planners must possess strong administrative and 5. Approve invoices
leadership qualities. In a study conducted by Strick and
Montgomery, the following are the 10 personality Post-meeting Activities
characteristics of successful MICE planners:
1. Debrief
1. Organized 2. Evaluate
2. Efficient 3. Provide recognition and appreciation
3. Responsive 4. Arrange shipping
4. Attentive 5. Plan for next year
5. Intelligent
These responsibilities may vary due to the nature of the
6. Prompt
association, corporation, or group that the planner is
7. Courteous
representing. In general, the association and corporate
8. Hardworking
planners are responsible for all aspects of the meeting,
9. Friendly
including the agenda, while the independent meeting
10. Hospitable
planner may only be responsible for certain aspects of
Majority of association and corporate meeting planners the meeting, such as site selection, agenda planning,
are between the ages of 35 and 55. More than 50 budgetary matters, and negotiations.
percent are women and 66 percent have a college
PRE-MEETING ACTIVITIES
education. Most of them have more than four years of
experience in the field. The Meeting Agenda

Responsibilities of MICE Planners Before a MICE planner can start planning the meeting,
he or she must know why the meeting is being held.
In general, MICE planners are responsible for the
Meetings and conventions are often held for several
following:
reasons- training, problem-solving, brainstorming,
Pre-meeting Activities: planning, networking, team building, etc. If the MICE
planner is involved in the meeting agenda, he or she
1. Plan the agenda of the meeting should give advice with regard to the proper handling of
2. Establish the objectives of the meeting specific types of meetings. For example, if the group
3. Predict the attendance sponsoring the meeting want team building
4. Set the budget of the meeting experiences, the MICE planner will give advice on how
5. Select the site of the meeting this could be achieved through room setup, education,
6. Select the meeting facility and recreational activities.
7. Select the hotel
8. Negotiate contracts Meeting Objectives
9. Plan exhibition
The meeting agenda provides the basis for the 14. Spousal programs
establishment of objectives. The meeting objectives, in 15. Food and beverage events
turn, will provide the groundwork for the budget, the 16. Gratuities
site selection, and the site facility. 17. Interpreter
18. On-site personnel
19. Rental fees for meeting and exposition space
Budget of the Meeting
Attendance
Setting a budget for the meeting is a difficult task. It is
Attendance determines the success of a meeting or
successful if the MICE planner is consulted before the
convention. To solicit attendance, the MICE planner
budget is finalized. A working budget should be
should develop a marketing plan. To develop a
established and used as a guideline in making decisions.
marketing plan, the MICE planner must know what he
The planner should be consulted when changes in the
or she and the sponsoring organization are marketing
budget are made. The budget should contain income
and who the prospective attendees are. The work of the
and expenditures as thoroughly as possible. Many MICE
MICE planner is easier if he or she has a list of attendees
planners have lost their clients or jobs because of their
and has demographic, psychographic, and historical
inability to hold the event within the established
data regarding past meeting participants. If the MICE
budget.
planner is not familiar with the potential attendees, that
Hence, it is very important that every possible person should develop a profile of them through
expenditure is included in the budget before the event discussions with the executive directors of the
takes place. association or corporation. The planner must develop
questionnaires to determine the needs, desires, and
Income for a meeting, convention, or exposition could expectations of the group. These questionnaires should
include the following: be administered before the event.
1. Registration fees The MICE planner should determine the marketing
2. Exhibitor fees strategies that are best suited to the target market.
3. Company or sponsoring organization money Successful marketing planners must understand the
revenues importance of marketing their meetings and should
4. Advertising revenues allocate enough time and financial resources to
5. Revenues from the sale of educational materials successfully market meetings.
6. Event sponsor contributions
7. Registration fee interest Site, Meeting Facility, and Hotel Selection
8. Grants or contributions
The success of a meeting, convention, or exposition
Expenses for a meeting, convention or exposition depends on the site and facilities chosen. The selection
could include the following: of the site and meeting facility is based on the purpose
of the meeting. The services provided by the site as well
1. Meeting planner fees as the personnel and ambiance have a great influence
2. Marketing expenses on the attendees perception of the event. Factors that
3. Printing and copying expenses determine the desirability of the site include airport
4. Mailing access, ground transportation, number of meeting
5. Shipping rooms and hotel rooms, as well as good services.
6. Support supplies such as office supplies
7. Support staff When selecting a host city, the following are the
8. Audiovisual equipment questions that should be answered:
9. Signage
9. Have you used the site before?
10. Speaker fees, honorarium, and expenses
10. Is the site easily accessible for the majority of
11. Mementos for guests and attendees
your participants?
12. Tours
13. Ground transportation
 11. Does the geographic area lend itself to pre- and 15. Can special rates apply before the meeting and
post-meeting or conference excursions? after the meeting in case the participants would
12. Is the ground transportation appropriate for the like to arrive early or stay late?
group? 16. What are the check-in and check-out
13. What is the reputation of the site? procedures?
14. Is the climate acceptable to your participants? 17. Are staff members appropriately dressed,
15. Are there enough meeting spaces and sleeping knowledgeable, and courteous?
rooms available to accommodate your group 18. Does the facility provide the support staff the
during the desired period? group will need to successfully host the
meeting, convention, or exposition?
When choosing the meeting facility and the hotel,
19. Is the signage appropriate?
service is the first priority. MICE planners must provide
20. What is the proximity of the facility to shopping,
a level of service that makes the guests feel at home,
dining, and entertainment facilities?
well cared for, and anxious to return. Along with the
21. Is the room rate appropriate for the group?
service attitude of the staff, MICE planners are also
22. What kind of deposit is required?
looking for a higher level of services for their special
23. What is the guarantee and cancellation policy?
attendees-the physically handicapped and those with
24. What other groups will be on-site during your
special dietary needs.
meeting?
Another important area to be considered is the ability 25. What kind of room block will they provide?
to meet the needs of their international attendees. The 26. Are the safety and security features working
facilities, services, and amenities that have to be and up-to-date?
provided are multilingual staff, easy exchange of
• The person in charge of site selection should
currency, interpreters, international codes and symbols
never sign a contract with a facility unit after just
on guest information and signage, and the ability to
one site visit. It is suggested that the MICE planner
accommodate special dietary considerations.
makes two visits to the site-one announced and one
When choosing the meeting facilities, the specific unannounced. After the announced visit has been
questions to be asked are: successfully completed, the MICE planner should
visit the site unannounced, perhaps even using a
1. Have you stayed in the facility before? different name. This visit will give the planner a
2. What have you heard from other groups with view of how guests are usually treated. After
regard to this facility? completing the two site visitations, the planner can
3. Is the facility accessible from the airport? negotiate and sign the contract.
4. Is the physical appearance appealing?
5. Is the facility kept in good repair? • After the site has been selected, the actual
6. What kind of first impression does the facility meeting, conference, or exhibition can be planned.
make? A detailed agenda can be made which will include
7. Does the facility have the needed space meeting rooms and recreational activities. After this
available? has been completed, the planner, together with the
8. What are the number, size, and caliber of sponsoring organization should implement their
meeting rooms and guest rooms? marketing strategy.
9. Does the facility provide VIP accommodations?
• In a corporate training meeting, the marketing
10. Are nonsmoking rooms available?
may only be a flier or memo
11. Does the facility provide appropriate food and
beverage services? discussing the time, date, place, and agenda. If the
12. Does the facility provide appropriate event is a major convention, marketing starts one
recreational opportunities? year before the event. In general, the convention is
13. What time is check-in? marketed in the registration packet of the previous
14. Can special arrangements be made for early year's convention. The type of information that
check-in and late check- out? should be included in the marketing piece should be
 dates, places, and a general overview of the theme. responsible individuals on the venue's staff. These
As the dates for the meeting, convention, or individuals could include the general manager,
exhibition approaches, the marketing material salesperson, convention service manager, catering
should become more specific. The MICE planner manager, chef, front desk manager, and room
should also develop the exhibitor correspondence division manager. The sponsoring organization
and packet. The exhibitor correspondence should should be represented by those individuals who
include the correspondence sent to the registrants have management responsibilities. If the sponsoring
together with the information specific to the organization is an association, those attending the
exhibition. The exhibitor packet may be developed meeting could include the president, vice president,
by the MICE planner or by the exhibition manager. secretary, treasurer, and the association's
professional staff.
• The last thing the MICE planner will be
responsible for is to develop the final blueprint for • During the pre-event briefing, the participants will
the actual meeting, convention, or exhibition. This brief each other regarding the changes that have
blueprint is often called the staging guide, staging taken place since the event guide was developed.
book, planner's guide, planning book, or Each department head will discuss the
coordinator's book or guide. This book provides arrangements he or she has made to service the
step-by-step detail about everything required for group.
the event. It provides the MICE planner with all the
• After the pre-event briefing, the MICE planner and
pertinent information during the event, thus
his or her staff will monitor all events to ensure that
allowing that person to check all room setups,
the needs of the attendees are being met. They are
audiovisual needs, and so forth.
also responsible for managing all the people
ON-SITE ACTIVITIES associated with the meeting to be sure that the plan
is properly executed.
• The MICE planner should arrive at least one hour
before the event in the case of a single meeting. In • In order to execute the plan properly, it is
case of a major convention or exposition, the MICE necessary to have a thorough event guide and
planner should arrive several days before the event maintain open lines of communication between the
to oversee the move in activities. sponsoring organization and the host venue. If the
event lasts for more than one day; there should be
During the move-in process, the MICE planner will
meetings at the start of each day to enable the
work closely with facility managers and other
sponsoring organization's representative, the MICE
individuals responsible for the successful execution
planner, and the convention service coordinator to
of the event. The MICE planner acts as the director
discuss problems that may have arisen and review
of the move-in process and coordinates the
the changes made. No matter how thorough a
functions of these key individuals.
planner has been, there will be changes. The
• When an event is sponsored by an association, success of the event will depend on the planner's
the MICE planner will work with the executive staff ability to respond to these changes.
as well as the association members who work with
Another important function of the MICE planner is to
the executive staff and volunteer committees.
approve all invoices. It is the practice of host venues to
Before the move-in, those individuals involved
present an invoice at the end of each major food and
should be trained in their respective roles. During
beverage function. It is the responsibility of the planner
the event, communication lines should remain open
to check the accuracy of these invoices and to make the
between all key players.
necessary changes, if any.
• Open communication is maintained through pre-
POST-MEETING ACTIVITIES
convention meetings. Regardless of the size of the
event, there should always be a pre-event briefing After the conclusion of the event, the MICE planner
meeting to ensure that all the bases are covered. should hold a debriefing session. This meeting should
Pre-event briefing meetings should include all include all the persons present at the pre-event
briefing. The aim of the debriefing sessions is to allow position. Exhibition managers can be employees of an
all those involved to discuss openly their perceptions association or a show management company or they
about the meeting. At this time, the items of contention can be private entrepreneurs who perform tasks such as
will be discussed and resolved. the conceptualization and development of trade shows.

The MICE planner is also responsible for administering The Process of MICE Planning
the evaluation. This can be done in a number of ways.
There are several steps to be followed in the process of
The sponsoring organization may place evaluation
MICE planning. These are the following
information in every session so that it can evaluate the
1. Establishing goals and objectives
perception of the attendees for each event. An
2. Targeting the population
evaluation form may also be placed in the registration
3. Designing the program
packet of the attendees, and attendees should be
4. Creating a budget
encouraged to complete the evaluation form before
5. Selecting a site
they leave the site. The evaluation may also be mailed
6. Negotiating contracts
to the attendees once they leave the meeting. A
7. Formulating committees
summary of the evaluation should be compiled and
8. Establishing a marketing and promotion plan
used in the planning of future events.
9. Hiring sub-contractors
Sponsors of MICE can be: 10. Designing food and beverage functions

1. Associations The process continues on-site during the actual event,

2. Corporations Activities include move-in/move- out, implementing the
3. Trade unions plan, coordinating the various participants in the event,
4. Independent companies who sponsor and and managing the overall meeting. Post-event activities
operate trade shows include evaluation, feedback, and planning for the
5. Religious groups future.
6. Theater and arts groups
Goals and Objectives
7. Social organizations
The goals and objectives of MICE should be established
These organizations have varied reasons for sponsoring
by the sponsor. One of the first responsibilities of a
MICE. In the case of corporations, meetings may be
MICE planner is to meet with the sponsor of the event
designed to disseminate information, solve problems,
in order to know the reasons for holding the meeting.
train people, or plan for the future. Associations may
The MICE planner should understand whether the
sponsor meetings and exhibitions for purposes of
sponsor of the meeting or convention is interested in
networking, educating members, solving problems, or
providing an educational experience for the attendees,
generating revenue.
entertaining the attendees and their families, boosting
Sponsors of MICE are responsible for determining the morale of the attendees, solving a specific problem,
whether or not there is a valid need for the meeting. or a combination of these objectives. MICE objectives
After justifying the need for holding the meeting, the should be specific, measurable, achievable, realistic,
sponsor must decide how to plan the meeting, Planning and timed (SMART).
is often assigned to individuals who have little
Targeting the Population
knowledge on how to plan, organize, and execute
meetings. Thus, it is not surprising that meetings are After determining the goals and objectives, those
poorly organized, and the participants become involved in the planning stage of the meeting,
disappointed. To avoid this problem, many sponsoring convention, and exhibition must determine who should
organizations hire individuals who have formal training attend.
in MICE management.
In the case of exhibitions, the development of the
In the case of exhibitions, sponsors either take the role exhibitor list, as well as the target audience, must be
of the exhibition manager or find someone to fill the considered. The sponsoring organization must attract
exhibitors to their exhibition. To do this, the sponsor At present, the wants and desires of hospitality program
should convince exhibitors that the show will provide an participants are different from those of past
excellent marketing opportunity for them. The participants. The addition of children as hospitality
sponsoring organization should provide the exhibitor program participants must be considered when
with a prospectus outlining the proposed audience, planning hospitality programs.
thus, allowing the exhibitor to determine whether or
In addition to the meeting planner and the association
not the attendees are their targeted audience.
executives, the host property should take an active role
Targeting the population is very important to both
in the planning of a hospitality program.
meetings and exhibitions.
Design of Hospitality Programs
Designing the Program
The history of a group must be reviewed carefully
The program design is the structuring, balancing, and
before planning a hospitality program. The program
pacing of the program by combining major topics and
evaluations from previous years should be analyzed to
sub-topics, passive and active sessions, and serious and
determine the likes and dislikes of the group.
fun presentations to provide professional and personal
growth, and networking opportunities for participants After the historical review, the meeting planner and the
host property should survey the participants to
The program design should include the theme and the
determine the likes and dislikes of the group. The
agenda of the meeting, convention, and exhibition. In
survey will include the following areas:
designing the theme for the meeting, convention, and
exhibition, planners should ensure that the theme 1. Hobbies
should take into consideration the needs of the 2. Sports they enjoy
audience, the objectives of the event, and should 3. Ages of the participants
provide continuity. For example, the theme for the 4. Gender of the participants
Annual Convention of Tourism Educators of Schools,
Colleges and Universities (TESCU) held at the Traders A list of the local sites and attractions as well as the
Hotel was "Innovating Tourism Education: Creating a services provided by the hotel should also be included.
Research Culture." Included in the agenda were several After reviewing the sites, attractions, and the host
resource speakers who spoke on the value of research property services, the participants should be surveyed
in tourism education, different research methodologies, to find out whether or not they are interested in any of
as well as trends in tourism research. the suggested activities. After compiling this
information, the meeting planner and the host property
Hospitality Programs/Spousal Programs can start planning a hospitality program.
At present, conference attendees no longer use the In designing the program, meeting planners may use
conference as an excuse to get away from their families. the services of destination management companies
Now, they use the conference as an excuse to take a who know the location of local sites and attractions as
mini- vacation with their families. The programs for well as their unique qualities. They are also familiar with
guests of conference participants are called hospitality all the local contacts and are able to work as a liaison
programs or spousal programs. These programs are for the group in developing the hospitality program.
designed to entertain the guests of the conference
attendees. These programs usually have an extensive Tour companies may also provide services for the
itinerary that keeps the participants busy. Hospitality meeting planner, such as transportation, planned tours,
programs increase attendance at conferences. They also theme parties, airport greetings, and staffing for the
increase revenue for the host property because guests hospitality room. The host property can provide service
of attendees eat in the restaurant, shop in the stores, by helping meeting planners contact local businesses
and use other services offered by the host facility. For that service conventions, meetings, and exhibitions.
this reason, many host properties include in their bids The design of the program will vary from group to
hospitality programs designed to entertain conference group. The program will vary from year to year. Some
attendees and their guests. components that do not vary are the hospitality suite,
planned social activities, food and beverage activities, the activities, and transportation options to and from
and free time. activities.

The hospitality suite provides a space for the Children's programs are another area that hospitality
participants to meet new friends, reacquaint programs should consider. Children's programs are
themselves with new friends, meet for tours, ask designed to entertain the young guests of program
questions, or just to relax. The hospitality room should participants. These programs can be elaborate such as
be located near the meeting rooms to provide easy providing whole day activities in the form of day camps
access to the attendees. The hospitality suites are or they can be simple such as a trip to the zoo.
staffed by a host property employee, a volunteer from Programs can be designed to include both parents and
the community, or a member of the group association's children or they can be designed to entertain children
local chapter. The attendant should know the group's while their parents attend their social functions. The
itinerary in order to provide important information inclusion of children's programs is becoming popular
about the local community to the program participants. with several groups. Individual or group babysitting is
usually provided through the hospitality program. If the
Planned social activities for hospitality programs include
hospitality program does not provide babysitting
the following:
services, many host properties offer babysitting services
1. Tours for a fee.
2. Plays
Once the program is developed, the itinerary must be
3. Concerts
marketed properly to ensure adequate participation.
4. Sporting events
This usually requires at least two mailings of the
5. Tournaments
itinerary and several brochures describing the events to
6. Guest speaker
the program participants. The host property should
7. Shopping trips
make sure that a full-color brochure of their property
8. Demonstrations
and a detailed description of all their amenities are
9. Cooking lessons
included in the first mailing.
10. Craft activities
11. Movies Marketing of the hospitality program must continue on-
site as soon as the guests arrive. This can be done
These activities are chosen based on the interest of the
through posters in the lobby, brochures, and itineraries
group as well as the budget for the hospitality program.
being placed in the registration packet and fliers
Programs are financed in various ways. Some groups
strategically placed in the host property. If the host
pay for the program out of registration fees. Others get
property has a television information system that shows
corporate sponsorship. Another way is to have the
the conference agenda, the itinerary of the hospitality
participants pay the cost. Social activities can also be
program should be included in the daily calendar.
financed by combining some of the above options.
Servicing the participants require careful attention. The
Food and beverage take several forms in a hospitality
primary goal of the hospitality program is to make the
program. Some groups have a continental breakfast,
participants feel comfortable, well cared for, and
afternoon tea, evening cocktails, and late night snacks
anxious to return.
all served in the hospitality suite. Others may just
provide soda and coffee. The degree of service depends Budget
on the funding of the program.
According to P.C. Dotson, a budget is an estimate of
Although a hospitality program should be structured, income and expenses and a plan to adjust the
there should be free time built into the program. The anticipated expenses to the expected income. Overall
free time enables the participants to sightsee, relax, or budget figures are usually provided by the sponsoring
visit friends. In addition, it enables the attendees to fully organization, and but specific guidelines are normally
enjoy their free time by having information already obtained from previous conferences, meetings, or
provided with regards to major attractions, prices for exhibitions budgets, A budget includes fixed expenses,
variable expenses, and sources of revenue. Fixed
expenses are not dependent on the number of Variable expenses are those that fluctuate depending
attendees. Examples of fixed expenses are on the number of attendees. Examples are food and
administrative fees, postage and printing, advertising beverage, hospitability programs, exhibition expenses,
and promotion, staff travel, speaker fees, and contracts guest rooms, gratuities, registration materials, printed
with certain suppliers such as audiovisual firms. materials such as programs, proceedings and hand-outs,
support personnel, and evaluation materials.
Variable expenses are those that fluctuate depending
on the number of attendees. Examples are food and After determining the expenses, sources of revenue to
beverage, hospitability programs, exhibition expenses, support the activities must be developed. Registration
guest rooms, gratuities, registration materials, printed fees to support the activities must be developed.
materials such as programs, proceedings and hand-outs, Registration fees are the most constant source of
support personnel, and evaluation materials. income for conferences. Other

After determining the expenses, sources of revenue to sources of revenue are advertising, educational material
support the activities must be developed. Registration from the event, sponsorship, grants, company funding,
fees to support the activities must be developed. and funding provided by the sponsoring organization or
Registration fees are the most constant source of company. It would be impossible to host a meeting,
income for conferences. Other sources of revenue are convention, and exhibition without these sources.
advertising, educational material from the event,
The MICE planner should determine the following when
sponsorship, grants, company funding, and funding
he or she reviews the sleeping rooms. These are the
provided by the sponsoring organization or company. It
number of available rooms, types of rooms, quality of
would be impossible to host a meeting, convention, and
furnishings, security of the rooms and corridors,
exhibition without these sources.
accessibility for handicapped persons, quality of lighting
Site Selection for reading, and adequacy of work surfaces.

The site selection process is a significant activity of the The following should be determined in reviewing the
sponsoring organization. The site is very important for meeting rooms. These are the number, shape, and size
the success of the event. Convenience and cost are very of rooms, quality of furnishings, lighting, accessibility of
important in site selection audiovisual equipment, and suitability for exhibits. The
following should be determined during the inspection of
In site selection, the planner must first determine the
accessibility: limitations placed on move-in and move-
aims of the meeting, convention, and exhibition. A
out activities, utilities, policies regarding storage, and
meeting plan of format is formulated based on the
exclusivity of sub- contractors.
aims. Thus, a group prospectus is made to help the
MICE planner to know the physical requirements for the Room Setup and Layout
meeting, convention, and exhibition.
In order to meet the requirements of clients, it is
The MICE planner should bring a checklist during the important that the venue has the necessary amount of
site selection. The checklist includes the following areas: space and the proper type of space to service the
sleeping rooms, meeting and exhibition space, conferences or meetings. The capacity of meeting room
transportation (airport and ground), food and beverage, space is affected by a number of factors such as the
recreation (on site and local attractions), and services. number of attendees, the physical configuration of the
but specific guidelines are normally obtained from room, as well as the audiovisual requirements needed.
previous conferences, meetings, or exhibitions budgets.
The following are the different kinds of room setups:
A budget includes fixed expenses, variable expenses,
and sources of revenue. Fixed expenses are not 1. Theater or auditorium setup - it is the most
dependent on the number of attendees. Examples of functional seating arrangement especially when
fixed expenses are administrative fees, postage and the meeting involves a large group of
printing, advertising and promotion, staff travel, participants. It involves placing chairs in rows,
speaker fees, and contracts with certain suppliers such either straight or in a semicircle. Chairs should
as audiovisual firms. be placed 4 to 6 inches apart, with
 approximately 2 1/2 feet from the back of one city maps, hotel maps, and street signs that are
chair to the front of the chair behind it. This detailed, accurate, and clear so that they will not get
setup is suitable for lecture type meetings. The lost. The MICE planner should examine all possible
main advantage is it can accommodate large means of transportation such as airport shuttles, taxis,
groups of participants. The disadvantages are it city buses, and car rentals.
is difficult for note-taking and there is poor
A ground services operator may be contacted if the
visibility from the back of the room
program design requires transporting attendees from
2. Schoolroom or classroom setup - it is
one facility to another during the conference. A ground
conductive to participants taking notes, reading
services operator is a company or person in a
materials, or working on projects. It is suitable
destination city that provides local transportation and
for small lectures and workshops where note-
other travel needs. They transport attendees to special
taking is required. Its advantages are it uses a
events that are held far from the host city.
large amount of space per person, and it is good
for note-taking. Its disadvantage is it has poor The MICE planner should give special care to attendees
visibility from the back of the room with special needs such as the older attendees, those
3. Hollow square, U-shape, and the herringbone traveling with small children, and the handicapped
layout - these setups are suitable for board attendees.
meetings, management meetings, and small
group discussions. The main advantage is they The MICE planner should also consider the service
encourage discussions and interaction among attitude of individuals who will be interacting with the
participants. The disadvantages are they use a attendees.
large amount of space per person, and the use During the site selection process, the MICE planner
of audiovisuals may be difficult should examine the ability of the host city and property
4. Banquet or round table layout this layout is to provide services and facilities for leisure time
suitable for banquets, seminars, and round activities. According to J. Conlin, golf, free time, tennis,
table discussions. The advantages are it can be and tours are the four main leisure activities which are
used when meetings break up into smaller important for the success of MICE.
discussion groups without participants having to
exchange rooms, and it can accommodate food Negotiations and Contracts
and beverage service comfortably. The After the site selection, the negotiation of price and
disadvantages are it uses a large amount of services will start. Negotiations are held between the
space per person, and the use of audiovisuals representative of the host property and the sponsoring
may be difficult. organization. Examples of negotiable areas are sleeping
Hiring Sub-contractors - Technical Transportation rooms, function space, safety, security, accessibility,
food and beverage, renovation and construction,
Because a large part of its budget is allotted to contingencies, restrictions, and cancellations. A contract
transportation, there are two issues that need to be is written and signed after the negotiations have
considered. First, the planner should determine how to concluded. A contract is a legal document that explains
transport the participants to the host city where the the responsibilities of the concerned parties.
meeting is to be held. Second, the planner should
determine how to transport them from one place to Formulating Committees
another within the host city. The planner must also The formulation of committees is essential in
determine how to transfer the exhibit materials, office sponsoring a meeting, convention, or exhibition. Each
supplies, and registration materials to the exhibit site. committee must have its own aims. If a professional
At present, majority of individuals who attend meetings, association is the sponsor of the conference, the
conventions, and exhibitions either fly or drive. association is authorized by its constitution to form a
Participants who take the airplane should be able to committee that will plan, organize, and operate the
travel from the airport to the host facility in an efficient conference. Each committee should have a chairman.
and safe manner. Attendees who drive should be given
Marketing and Promotion functions that will be included in a meeting, convention,
and exhibition.
The following should be determined in order to ensure
a successful conference: After deciding on the number of food and beverage
functions, the kind of function should be determined.
1. Know the number of break-even attendance
There are several ways of providing food and drink to
2. Establish a marketing plan
the participants.
3. Establish a timetable
4. Carry out the program These are:
5. Appraise the program
1. Breakfast
The first step in the marketing procedure is to know the 2. Lunch
break-even attendance. The break-even attendance is 3. Dinner
the minimum number of attendees who have paid for 4. Refreshment breaks
the conference. This is done to avoid losing money. The 5. Hospitality suites
minimum number of attendees must generate enough 6. Theme parties
revenue to pay for the expenses. To determine this 7. Late-night suppers
number, the sponsors must know their budget. 8. Recreational activities

A marketing plan must be established after determining In choosing the cuisine for a meeting or convention, the
the break-even figures. A marketing plan is a written MICE planner should know the desires of the attendees.
record of the marketing activities of an organization Although there is a trend toward lighter menu choices,
with regard to a particular meeting, convention, and there are still some attendees who prefer heavier food.
exhibition. The planner, therefore, must know his or her group and
choose menus accordingly.
It consists of the aims of the marketing and promotion
of the conference, target market, and the marketing Once the MICE planner has determined the number,
strategies to be used. type, and cuisine for the food and beverage functions,
attendance figures must be established. Because food
A timetable must be made after the marketing plan has
and beverage functions are very expensive, the
been developed. According to P.C. Watson, all
sponsoring organization and the MICE planner must
significant information with regard to registration,
give special attention to the number of guarantees.
transportation, housing, seminars, etc. should be sent
According to C. Price, a guarantee is the minimum
six to eight weeks before the meeting, convention, and
number of meals to be served and will have to be paid
exhibition.
for. Host properties generally require 24 to 48 hours
Food and Beverage Functions advanced minimum guaranteed number of attendees.
This allows both the planner and the host property to
The food and beverage functions must harmonize with operate within a margin of safety.
the program design and budget for the meeting,
convention, and exhibition. The sponsor is responsible The area to be considered in food and beverage is
for the following: record-keeping. There are many ways of ascertaining
the number of people served at food and beverage
1. Ascertain the number of food and beverage functions. The most common methods are head count,
functions needed for the conference ticket count, plate count, and food consumed. Food and
2. Ascertain the kind of food and beverage beverage play a vital role in the overall success of the
functions needed for the conference meeting, convention, and exhibition. Hence, it is
3. Guide on the cuisine necessary that the MICE planner works closely with the
4. Determine the number of attendees food and beverage department of the host facility to
5. Establish a system for record-keeping ensure that plans are accurately made, and that the
The sponsor must keep in mind the overall budget when execution of these plans is efficiently done.
he or she decides on the number of food and beverage On-site Management
On-site management involves overseeing every aspect Another method is a focus group which may give
of the meeting or convention from the time the suggestions for improvement.
registration table opens until the last guest departs. For
Formal methods such as questionnaires or surveys are
large meetings that last several days, one person cannot
other ways of evaluating the meeting or convention.
attend every activity. Thus, the planner and sponsor
Questionnaires should short and easy to understand. To
should have a good working relationship with site staff
increase the return rate, questionnaires should be
and suppliers to be sure that every activity is carried out
designed in such a way that it can be easily and quickly
on the scheduled time.
completed. Thorough evaluation makes poor programs
The planner should arrive a few days before the event good and good programs excellent (Jeurgens, 2000).
to meet with the hotel staff, suppliers, personnel, and
other key individuals. This pre-convention meeting
allows

all parties to understand their needs during the event.

C. Price recommends that the pre-convention meeting
should include each department that has specific
responsibilities during the meeting, such as the front
desk, accounting, security, electrician, and bell staff. In
addition, the hotel sales manager, the convention
services manager, and the general manager should also
attend the meeting.

The planner should make sure that all employees are at

their assigned areas, pick up messages regularly from
the staff office, and maintain regular communication
with the suppliers and personnel.

The planner must also monitor the on-site attendance.

It is important to know how many people attend each
function. Attendance figures should be recorded on a
form prepared for this purpose. After the convention,
the planner and the sponsor can use the attendance
results to plan for next year's meeting or convention.

The planner should also conduct a post-conference

meeting to evaluate the meeting-its strengths and
weaknesses. Other important post-meeting activities
include writing thank-you notes, reviewing and paying
bills, tipping, and gift-giving.

Evaluation A meeting has to be evaluated in order to

ascertain whether the goals that were established
during the conceptualization phase were realized.

There are several ways of evaluating meetings. Smaller

meetings can be evaluated through informal methods.
Comment cards and informal conversations with the
planner can be used to obtain general feedback. After
the meeting, the sponsor or planner may contact some
attendees and ask their impressions of the event.