The Mice

Industry:
Meaning and
Importance
Chapter 9
 The meetings, incentives, conventions and
exhibitions (MICE) Industry is one of the fastest growing
and lucrative area of the tourism and hospitality
Industry.

One of significant features of the MICE Industry is

its potential to attract national and international visitors.
Visitors to MICE events are considered participants,
delegates or attendees. MICE events provide additional
benefits to the country in the form of business and
professional activities. MICE activities usually occur
The MICE outside the peak season of leisure travel. Hence, they are
Industry:
advantageous to hotels, resorts and restaurants in
Meaning and
offsetting the low and off-peak business periods.
Importance
 The meetings, incentives, conventions
and exhibitions Industry (MICE) is young,
relative to the tourism and hospitality Industry
as a whole. Before 1960, persons traveling to
conventions either drove or traveled by train.
Boeing 707 in 1958, the airplane provided am
affordable and fast alternative to cars and
trains. The “jet age” stimulated business and
The Evolution of the leisure travel.

Meetings, Incentives, The intense construction of hotels and

convention participants centers began in the
Convention and 1970s. The features added to attract the
convention participants were the removal of
Exhibition (MICE) interior posts, barrier-free space, flexible walls,
and improved lighting.
Industry In the 1980s, cities began to build
convention centers to host large conventions
and expositions. The largest convention center
was built in 1989 with approximately one
million square feet of flexible meeting space.
 The following are forms of meeting:

Clinic Forum Seminar

A workshop where An assembly for a A gathering of

attendees learn by discussion of the professional who
doing. It involves group’s common work together under
small groups who concerns, featuring a the guidance of a
interact with each panel of experts who discussion leader.
other individually take opposite sides of
an issue.

Meetings, Symposium Workshop Conference

Incentives,
A meeting where a A small group led by A formal meeting of
Conventions subject is discussed trainer concentrating professional for
and by experts and a on skill enhancement exchange of opinions
consensus of the and information.
Exhibitions group is gathered.
 Lecture Convention Colloquium Panel
A meeting in which A large meeting of An informal Consists of two more
an expert speaker people assembled discussion on speakers stating
addresses an for a common group-selected their viewpoints
audience purpose topics.

Meetings - are usually organized by corporations, associations or

social, military, educational, religious and fraternal (SMERF). The
reasons for holding a meeting can range from the presentation of a
new sales plan to a total quality management workshop.

3 types of meeting setups:

1. Theater style is intended for a large audience that does not
need plenty of notte or documents
2. Classroom setups are used when the participants need to take
notes or refer to documents
3. Boardroom setup is intended for a small number of people
 A typical convention has
Expositions or exhibitions the following format:
are events designed to bring 1. Welcome registration
together suppliers of products 2. Introduction of the president
and services who will of the association
demonstrate their products and 3. President’s welcome speech
services to the attendees in order 4. First keynote address by a
to make sales or establish speaker
contacts. 5. Exposition booths open
6. Several workshops or
Conventions are usually presentation on specific topics
larger meetings which include 7. Luncheon
8. More workshops and
some form of exposition or trade
presentations
show.
9. Demonstration of special
topics
10. Vendor’s private receptions
11. Dinner
12. Convention center closes
Incentives are rewards for achievements used by corporations to
motivate employee to higher sales efforts.

Incentive managers devise programs which involve employee

competition and gives rewards to the highest achiever.

Planning an incentive involves the following:

1. Setting specific goals

2. Measuring performance
3. Communicating standards to participants
4. Choosing rewards appropriate to the participants
5. Celebrating achievements
 The major player in the MICE industry are the convention
and visitor bureau (CVBs), meeting planners and their
clients, convention centers, specialized services, and
exhibitions.

Key
Players in
the MICE
Industry
Meeting
Planners
Meeting planners may be independent
contractors who offer their services to
associations and corporations as the need arises
or they may be full-time employees of
corporations or associations.
 The following are the
On-site Activities
activities of the meeting
planner:
1. Conduct pre-event briefing
1. Plan Meeting agenda 2. Prepare executive plan
2. EStablish meeting objectives 3. MOve people in/out
3. Predict attendance 4. Troubleshoot
4. Set meeting budget 5. Approve invoices
5. Select meeting site
6. Select meeting facility
7. Select hotel(s) Post-meeting Activities
8. Negotiate contacts
9. Plan exhibitions 1. Debrief
The Professional 10. Prepare exhibitor 2. Evaluate
meeting planner correspondence and packet 3. Provide recognition and
makes hotel and 11. Create marketing plan appreciation
meeting bookings 12. Plan travel to and from site 4. Arrange shipping
and ensures that the 13. Arrange ground transportation 5. Plan for next year
services contracted 14. Organize shipping
have been delivered. 15. Organize audiovisual needs
 Convention and
Visitors Bureau It has the following responsibilities:

(CVB) 1. Encourage groups to hold meetings

2. To assist groups with meeting
The CVB is a nonprofit preparations and give support throughout
organization that represents an urban the meeting;
area that tries to solicit business to 3. To encourage tourist to participate in
pleasure-seeking visitors. It represents historical, cultural and recreational
the various industry sectors - opportunities offered by the city; and
transportation, hotels and 4. To develop and promote the image of he
motels,restaurants, attractions and community it represents
suppliers.
 Convention Centers
Convention centers are usually corporations owned by the city or
state governments and operated by a board of appointed
representatives from several groups who have a vested interest in the
successful operation of the centers.

Convention centers have several exposition and meeting rooms to

accommodate large and small events. The centers generate revenue
from the rental of space which is divided into booths. One booth is
about 100 sq. Feet. additional revenue comes from the sale of food and
beverages, concussion stand rentals and vending machines. Many
centers have their own subcontractors who handle staging, construction
lighting, audiovisual, electrical and communications.

An example of a convention center is Rhode Island Conventions

Center which is an $82- million center.
 Event Management

The convention and visitors bureau is responsible for the

booking of conventions more than 18 months ahead.The marketing
and sales teams of convention and visitors bureau and the
convention centers work closely with each other.

A contract is written based on the event profile. It is the

event document which stipulates in writing all the client’s
requirements and gives important information such as which
company will act as decorator subcontractor to install carpets and
set up booths.

The event manager is the key contact between the center and
the client.
Specialized Services
Several companies offers specialized services such as transportation,
entertainment, audiovisual, escorts and tour guides, convention setup and
destination management

Professional Associations
Since the MICE industry has grown, several professional associations have
emerged. These are the following:

A. Convention Industry Council

Was founded in 1949 as an umbrella organization for for
professional associations which represent hotels, conventions
center and association executives.
B. European Meetings Industry Liaison Group
It is also called the european Alliance of the CIC. it is composed of
five groups, namely: International Association of Conference
Interpreters, The Int’l congress and convention association, The Int’l
Association of professional Congress Organizers, Meeting
Professionals Int’l, and the European Federation of Conference
Towns.
C. International Association of professional Congress Organizers (IACPCO)
The IAPCO was founded in 1968. It headquarters is in Belgium. It ha
members from 52 companies as well as individual members. Majority of the
members are from Europe but there are members from Australia, USA,
Canada, Latin America and Middle East.

D. Int’l Congress and convention Association (ICCA)

ICCA was founded in 1963. Its headquarters is in the Netherlands. The
ICCA has very strict guidelines which require members to conduct meetings
in at least four different continents. It has members from 100 countries which
include convention enters, Travel agents, airlines and other industry related
services companies.

E.I International Federation of Conference Towns.

Like the ICCA, it has very specific membership guidelines which require
cities to have:
1. Conference facilities that can accommodate at least 300 participants;
2. Proper equipment;
3. Traditional meeting services
4. Satisfactory hotel accommodations for at least 300 participants;
5. Necessary transportation;
6. Team of experts in conference organizations; and
7. Proof that it has hosted at least five international conferences for the
past three years.

F. International Association of Convention and Visitors Bureaus

(IACVB)
The IACVB originated in the United States. It has several
international members. Their most common services are destination
information services, supplies networks and oozing assistance programs

G. Professional Convention management Association and

Meeting Professionals International (PCMA and MPI)
The PCMA and MPI are professional associations for industry
professionals. They provide education programs and have excellent
publications and resources.

H. Foundation for International Meeting

It was established in 1983. It is focused on MICE Industry
organizations which conduct International meetings. It offers several
educational travel opportunity and a unique trade mission Program that
links members with their counterparts in the other countries.
 I. American Society of Association Executives (ASAE)
The ASAE was established in 1920. The headquarters is in the
Washington, D.C. it has more than 35,000 individual members who
manage professional, trade and philanthropic associations which serve
more than 287 million people and companies worldwide.

CONVENTION AND SPECIAL EVENTS MANAGEMENT COMPANIES

The following are companies which provide convention and special
management services:

1. Destination management companies

2. Independent meeting management companies
3. Travel management companies
4. Special events professionals, public relations firms
5. Government entities and tourism offices
DESTINATION MANAGEMENT COMPANIES (DMCs)
The primarily responsibility of DMCs is to expose their clients to
opportunities available in the surrounding area and prepare a proposal
describing the preferred events and costs, selecting and organizing the
special events for the convention attendees. As soon as they are selected as
the DMC for the inbound group, they will organize the event, secure the
site, obtain permits, and hire suppliers such as the caterer, decorators,
bands and entertainment

INDEPENDENT MEETING MANAGEMENT COMPANIES

These company provide services to outbound groups. When the
independent meeting planner conducts a meeting away from the home city, he
or she will hire the DMC in the host city because destination management
requires experts from the local area.
MAJOR EVENT PRODUCERS

These companies produce

sophisticated and highly technical
events such as the Super bowl and
Olympics and political events such as
the Democrat and Republican National
conventions and presidential
inaugurations. A high level of technical SPECIAL EVENTS MARKET
knowledge is required to organize
these type of extravagant events.
They encourage networking
among attendees, build camaraderie
within the group, and provide
memories that last for years. It gives
status to the sponsoring organization.
Companies that provide destination
services are very creative and
imaginative. They focus on festivity
and amusement.
 1. Corporate events - incentive programs, product introductions,
building opening, recognition events, anniversaries, retirement,
groundbreaking and ribbon cuttings.
2. Meeting, conventions expositions - opening ceremonies, gala
dinner, dances, opening receptions, awards ceremonies, theme
events, trade shows and expositions.
3. Public events - parades, fireworks, displays, festivals, fair,
inaugurations/swearing in ceremonies, holiday observances,
military ceremonies and sporting events.
4. Retail events - grand opening, promotions, celebrity appearances
and seasonal promotions.
5. Social/private events - weddings, anniversaries, graduations,
reunions, funerals, memorials, births, christening, charity balls, runs
Types of Events and auctions.
in the Special
Events Market
EMPLOYMENT OPPORTUNITIES IN THE MICE INDUSTRY
The main qualifications are education and practical experience.

The following are the job opportunities in the MICE Industry:

1. Director of convention services

2. Convention Service Manager
3. Director of Group Sales
4. Director of Food and Beverage
5. DIrector of Catering Operations/Sales
6. Director of Marketing
7. Hospitality Coordinator (Room Service)
8. Director of Human REsources
9. Resident Manager
Director of National Accounts
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