Introduction to

Event Management
Introduction to Meetings, Incentives, Conferences and Events Management
(CMICE)

Maricar S. Besa
January 2021
Learning Objectives
At the end of the chapter, students will be able to:
• Understand the concept of events management and MICE concept
• Explain the history and development of event management
• Identify new and emerging career opportunities
• Analyze the unique characteristic of an event
• Discuss the classification of events according to size and type
• Describe the MICE Industry in the Philippines
What is an Event?
• The word Event came from the Latin word E-venire which means
outcome

• An event is commonly understood as an occurrence; something that

happens

• Goldblatt (2002) defined special events as “a unique moment in time

celebrated with ceremony and ritual to satisfy specific needs”
Event on Two Perspectives
• A special event is a one-time or infrequently occurring event outside
normal programs or activities of the sponsoring or organizing body:
or

• To the costumer or guest, a special event is an opportunity for

leisure, social or cultural experience outside the normal range of
choices or beyond everyday experience – D. Getz (1997)
History of Events

• Events can be traced back to

early history, when
communities would gather for
religious worship and
celebration.
History of Events

• As society started to create

towns and social systems,
event venues became an
intrinsic dimension of the
town planning process.
History of Events

• Romans cities often

included arenas and
amphitheaters for shows
and events, forums, or
marketplaces for trading
and community events,
and shrines and churches
for religious celebration.
History of Events

• 18th and 19th centuries

produced a wider range of
products and equipment,
the commensurate growth
in world trade led to the
development of trade fairs
and exhibitions.
History of Events

• The evolution of the events

sector reflects the social,
political, economic,
environmental and
technological growth of
society.
• For these reasons, the
events sector will also
change in the future.
Characteristics of Events (Van Der Wagen, 2007)
• Are unique occurrences that do not happen very often

• Have limited duration (happening within hours or days at the most)

• Happen with a live audience in attendance

• Require one or more groups to plan and organize

• Are staged for a purpose

• Often “once in a lifetime” experience for participants.

Characteristics of Events (Van Der Wagen, 2007)
• Generally expensive to stage

• Takes place in a short span of time

• Requires long and careful planning

• Generally takes place only once

• Carries a high level of risk – financially and by safety

• A lot is at stake, including the event management

Events

• To sum it, “Events are

unique happenings that
bring people together for a
purpose”
Events Management
• Event management is the application of project management to
the creation and development of festivals, events and conferences.

• Event management involves studying the intricacies of the brand,

identifying the target audience, devising the event concept,
planning the logistics and coordinating the technical aspects
before actually launching the event.
Types of Events
• According to purpose: (4 C’s)
• Celebrate
• Commune
• Convene
• Commerce
Celebrate
• Events bring together to celebrate life’s milestones and
accomplishments, and to perform rituals or ceremonies as
required by religion, culture or society.
Commune
• Events bring people together to commune and strengthen bonds of
friendship and restore relationships.
Convene
• Events bring together to convene, that is to share and pass on
knowledge among peers and colleagues.
 Commerce
• Events bring people together for commerce – to market and
promote product offerings.
Type of Events
• According to number of participants:
• This may range from limited board meetings to wide-scale
conventions with thousands of delegates.

• According to frequency:
• Can be monthly, quarterly, semestral, annual, biennial, or on a
need to basis.
Size of Events
• Minor Events
• Most events fall in this
category – meetings parties,
celebrations award
ceremonies, sporting finals
and may other community and
social events fit into this
category.

• Examples: 18th Birthday,

Angelite of the Year, CHM
days
Size of Events
• Major Events
• These events attract
significant local interest
and large numbers of
participants, as well as
generating significant
tourism revenue.

• Examples: Bench
Universe Fashion Show,
Miss Earth
Size of Events
• Hallmark Events
• Are designed to
increase the appeal of
a specific tourism
destination or region.

• Examples: Carnival in
Rio de Janeiro,
Panagbenga in Baguio
Size of Events
• Mega-events
• The largest events
and are generally
targeted at
international markets.

• Examples: Olympic
Games, World Cup
Finals, Superbowl
Size of Events
Other Types of Events
• Sporting
• Entertainment, arts, cultural festivals
• Commercial, marketing and promotional events
• Meetings, conventions and exhibitions
• Family events
• Fundraising
• Miscellaneous events
Types
of
Events
Types
of
Events
 Event Team
• An event manager is generally
supported by a team which grows
exponentially as the event draws
near.

• The manager typically works with a

number of contractors (venue
managers, stage managers,
lighting, audio & video companies,
entertainers, security companies,
catering companies, printers, etc
Event Team

• the team that

researches, plans,
designs, coordinates
and evaluates an event

• “a pulsing organization”
(Toffler, 1980)
Career in the Events Industry
• We've all been an event planner at one point in our lives-- from
planning a birthday party to organizing a company outing.
• Indeed, planning an event can be tiring and stressful, yet can also
be as rewarding as any other profession, especially if you are able to
lay out your plans very well.
• The secret of a successful activity or event does not lie on how big
the budget is or where the venue is.
• Everything is all about proper and careful planning.
The Philippine Events Industry

• In the Philippines, event

management is still a young but
rapidly rising industry.

• Most event management industries

trace their roots in the advertising
and PR industries, hospitality,
tourism, exhibits and exposition,
and marketing.
The Philippine Events Industry
• Many event planners/managers/coordinators learned to manage
events as part of their job.

• Many of those who focus on weddings and birthdays, learned the

business by planning their own events first.
The Philippine Events Industry
• The development of the Philippine
convention industry became official
government policy in 1976, a milestone
year that marked the establishment of
Southeast Asia’s first full-fledged
convention center, the Philippine
International Convention Center (PICC)
and the creation of the Philippine
Convention Bureau (PCB) as a
government corporation dedicated to the
promotion of Philippines as a meetings
and convention destination.
The Philippine Events Industry
• That same year, the Philippines successfully played host to the
International Monetary Fund - World Bank Joint Conference that
signaled the entry of the Philippines into the world conventions
market.

• Since then, the Philippines has hosted some of the biggest and
most important international and regional meetings, conferences,
conventions, congresses, and events that have made its capital
city, Manila, one of the acknowledged “Convention Cities” of the
world.
The Philippine Events Industry
• The Philippine Convention Bureau (PCB) was later reorganized
in 1987 to become the Philippine Convention and Visitors
Corporation, now known as Tourism Promotions Board (TPB), in
response to market developments which embraced the new,
more specialized, and quality-oriented Incentive Travel Industry.
The Philippine Events Industry
• In recent years, the meetings, conventions, and incentive travel
industry evolved into an even wider representation of several
specialized sector of tourism to encompass exhibition and events.
The convention industry now became known by the acronym: MICE,
which stands for Meetings, Incentives, Conventions and
Exhibitions/Events.

• As Asia’s pioneer in conventions, the Philippines can easily host an

international event with expertise and creative approaches.
M.I.C.E
MICE
• MICE represents four event subfields – Meetings, Incentives,
Conferences and Conventions, and Exhibitions.
Meeting
• A meeting is a gathering of
10 or more individuals for a
minimum of four hours in a
contracted venue.

• Meetings are often

exclusive and formal.

• Ex. Annual general

meetings, board meetings,
management meetings
Incentives
• Incentives are events used to
promote particular actions among
a specific group of people.

• Incentive travel is a global

management tool that utilizes
travel experience to increase the
performance of an organization in
achieving its goals.
Convention
• A convention is a
gathering of individuals to
discuss common interests
that are usually based on
a profession, industry or
fandom.

• Ex. Philippine Medical

Association Convention,
TOYCON
Conferences
• Conference comes from
the Latin word confer
meaning bring together.

• It is another big meeting

of various sectors of an
industry that can last for
several days with
hundreds or thousands
of participants.
Exhibition
• An exhibition is an organized
presentation, display, or
demonstration of particular
items.

• The purpose is to attract new

customers, maintain and renew
ties with valued clients, launch
new products and services
through live presentation, and to
enhance the corporate profile
and image of the organizer or
sponsor.
References
• Altez-Romero, E. (2016). Events management (2nd ed.). Manila,
Philippines: Rex Book Store, Inc.
• Bernabe, C., et.al. (2019). Professional Event Management: A
Guide to Meetings, Incentives, Conventions, Exhibitions and
Events. Quezon City, Philippines: C&E Publishing.
• Disimulacion, M. (2016). Event management for tourism, sports,
business and mice. Mandaluyong City, Philippines: Books atbp.
Publishing Corp.
• Fenich G. (2015). Planning and Management of Meetings,
Expositions, Events, and Conventions. England: Pearson
Education Limited.
• Salvador, G. (2015). Event management: envision. execute.
evaluate. Quezon City, Philippines: C & E Publishing Inc.
References
• 3DAIM Travel. (n.d.) Retrieved from http://3adim.com/3ADIM-ourservices%20-
%20events.html
• Amazon.com (n.d.) Retrieved from https://www.amazon.com/DORCEV-
Chiristian-Background-Resurrection-Celebration/dp/B07RXTGQW6
• Yahoo News Philippines. (2020). https://ph.news.yahoo.com/scientific-
advisory-group-for-emergencies-covid-19-lockdown-111755431.html
• History.com. (2020) Retrieved from https://www.history.com/this-day-in-
history/rome-founded
• Twitter. (n.d.) Retrieved from https://twitter.com/hashtag/perya
• Eventbrite. (2019). Retrieved from https://www.eventbrite.co.uk/blog/the-
different-types-of-events-ds00/
• Work that Works. (2019). Retrieved from https://workthatworks.org/various-
types-of-event-management-services/
References
• Pinterest Philippines. (2020) Retrieved from
https://www.pinterest.ph/pin/644999977858118236/
• University of Chester. (n.d.) Retrieved from
https://www1.chester.ac.uk/study/undergraduate/events-management
• Rappler. (2017) Retrieved from https://www.rappler.com/life-and-
style/specials/miss-earth/187306-miss-earth-2017-opening-number-
superheroes-photos
• Daily Tribune. (2019) Retrieved from
https://tribune.net.ph/index.php/2019/11/25/magalong-panagbenga-still-with-
private-sector/
• Entertainment, How Stuff Works. (n.d.) Retrieved from
https://entertainment.howstuffworks.com/olympic-opening-ceremonies.htm
• Mentor Yes. (n.d.) Retrieved from https://mentoryes.com/my/careers/event-
manager/
References
• Inspiring Children Foundation. (n.d.) Retrieved from
https://www.inspiringchildren.net/services/event-staff-and-planning
• Travel Update Philippines. (2014). Retrieved from
https://travelupdate.ph/566/micecon-2014-to-focus-on-rise-of-business-travel-
in-ph/
• Vigattin Tourism. (2012). Retrieved from
https://www.vigattintourism.com/tourism/articles/Philippine-International-
Convention-Center-PICC
• Facebook. (2019). Retrieved from
https://www.facebook.com/pegasusevents/photos/an-insightful-blog-about-
how-mice-events-have-evolved-in-relation-to-all-stake-h/10156499577958409/
• TNLT.com. (2019). Retrieved from https://www.tlnt.com/the-first-step-to-
effective-meetings-do-we-really-need-to-meet/
• Iconixx. (2017). Retrieved from https://iconixx.com/blog/employee-incentive-
program
References
• ILO. (2019). Retrieved from https://www.ilo.org/global/about-the-
ilo/newsroom/news/WCMS_591479/lang--en/index.htm
• UNSMIL. (2020). Retrieved from https://unsmil.unmissions.org/berlin-
international-conference-libya-19-january-2020
• E Turbo News. (2018). Retrieved from
https://www.eturbonews.com/178651/24th-international-trade-fair-tourism-
travel-moscow/