Weekly outline

  • General

    MICE: Concept, Strategy and Program Development
    Credits: 3

    Master Program
    Trisakti Institute of Tourism
    nurima@stptrisakti.ac.id / 08158987316

    Welcome to the course on MICE: Concept, Strategy and Program Development for Hospitality and Tourism
    Within this semester, we will be exploring and discussing about Research Methodology for Hospitality and Tourism.

    Course Description

    Meetings, expositions, events, and conventions/conferences industry continues to grow and garner increasing attention from the hospitality industry. They include such components as food & beverage, educational and informational seminars, or spousal and family events. The course develops the ability to design, plan, implement and evaluate Meetings and Conferences.

    By the time you complete this course, it is expected that you will be able to:

    • Identify and discuss the primary role and responsibilities of a meeting and exposition planner.
    • Develop a marketing plan for a specific meeting or exposition.
    • Articulate the facility, space, and management requirements for various types of meetings and expositions.
    • Demonstrate knowledge of the concepts and process of negotiating contracts for facilities, services, and contractors.
    • Discuss and compare the roles of the lodging properties, and food and beverage service providers as they relate to successful meetings and expositions.
    • Identify and locate services contractors appropriate to the meetings and expositions industry.
    • Identify and evaluate appropriate media technology requirements for their application to successful meetings and expositions.
    • Identify current issues and trends affecting the meeting and exposition industry.
    • Evaluate meeting and exposition management systems and resources including software applications and hardware applications.
    • Identify appropriate trade associations, and other industry resources available to meeting planners.
    • Demonstrate the ability to produce and evaluate professional meetings and/or expositions.

    During the course, we urge each of you to:

    • Read the materials provided as well as surf the net for more resources
    • Follow the schedule diligently
    • Participate in the face-to-face meetings
    • Participate in online discussion forum
    • Do the given assignment and submit it at the given time
    • Work collaboratively in group as well as work on individual basis


    Individual and team assignments will be given to class participants. Evaluation results of assignments will be included in the final student evaluation

    1Assignement (Individual, Group, Quiz)20
    2Mid Assignment30
    3Final Assignemnt50


    • Introduction to the Meetings, Incentive, Conference/Convention, Exhibitions/ Expositions, and Events Industry.
    • Special Events Management.
    • MICE Venues
    • MICE Events Contractor and Services Supplier.
    • Incentive Travels
    • Destination Marketing Organizations (DMOs) and DMC
    • Organizers and Sponsors
    • MICE Stakeholders and Associations
    • Human Resources Competency In MICE Industry
    • Legal Issues in MICE Industry
    • Regional and International Issues in MICE
    • Technical Support and Technology in MICE Industry

    Recommended Text

    • George. Meeting, Expositions, Events, and Conventions An Introduction To The Industry. Pearson Third Edition. 2012
    • Goldblatt. Special Events The Roots and Wings of Celebration. John Wiley & Sons Fifth Edition. 2008
    • Goldblatt. Special Events Event Leadership for a New World. John Wiley & Sons Fourth Edition. 2005
    • Goldblatt. Corporate Event Project Management. John Wiley & Sons. 2002
    • Matthews. Special Events Production The Resources. Butterworth Heinemann. 2008
    • Matthews. Special Events Production The Process. Butterworth Heinemann. 2008
    • McCartney. Event Management an Asian Perspective. McGrawHill. 2010
    • Rogers. Conferences and Conventions A Global Industry. Butterworth Heinemann. 2003
    • Wright. The Meeting Spectrum. HRD Press Second Edition. 2005
  • 1. Introduction To MICE

    Halloooo my beloved students ,

    Welcome to mice (mice picture)... Uuuupppppssss no no.. it's not mice but M.I.C.E.

    Do you know about MICE ?? Would you like to know more about it ?? Well let's get ready know more about it....

    In this introduction you will learn:

    1. Understand the realtionship between events nd tourism
    2. Define different types of events
    3. Define the event team
    4. Understand the type of business MICE represent
    5. Understand the need for MICE
    6. Understand how MICE relates to the tourism and hospitality indsutry
    7. Find out about the players within the MICE sector
  • 2. Organizer and Sponsorship

    Halloooo my dear students ,

    Welcome to Organizers and Organizersof MICE

    Before we talk about the MICE, better we look the past for a while. That was historical prespective of the MICE Industri, please read the matrial below carefully

    Open www.slideshare.net

    How to organize your event (conference / convention)? for this section you can read the material below, so please read carefully

    Open www.slideshare.net

    Check out the Hong Kong Tourism Board (HKTB) website http://www.mehongkong.com/eng/mice/html/meeting_incentives/mi-incentive- activities.html to find out what activities can be included in an incentive trip to Hong Kong.

  • 3. Meeting and Convention Venue

    Halloooo my beloved students ,

    Welcome to Meeting and Convention Venues

    Well let describe Venues in General

    • Match the venue (location) with the goals and objectives of the meeting (Who are they and why are they here?)
    • Complete a needs analysis.
    • Research and Know the physical characteristics/attributes AND the financial requirements of the venue
  • 4. Service Contractor & destination Management Companies

    Helloooo my dear students

    How are you today ? Hope you are fine and keep motivated to learn more about MICE.

    Well now let's start with the new subject "SERVICE CONTRACTOR"

    Have you ever heard the service contractor.. well it is not the property contractor as usual..

    It's about event Service Contractor...

    What is Service Contractor ?

    • Service Contractor
      • Anyone who provides a product or service for the exhibitors or show management during the actual show or conference
      • Historically referred to as "decorators"s
      • Involved in every aspect of the show from move-in to running the show, to teardown and move-out


    What is the different with the General Service Contractor.. well it is:

    • Also called the Official Show Contractor or Exposition Services Contractor
    • Hired by event management and exhibitors
    • General duties include:
      • Installing and dismantling
      • Creating and hanging signage and banners
      • Laying carpet
      • Providing booth/stand furniture
    • Material Handling, or "Drayage."
      • Delivery of exhibit materials from the dock to an assigned exhibit space, removing empty crates, returning crates at the end of the event for re-crating, and delivering materials back to dock for carrier loading.
      • Drayage charge - the cost of moving exhibit materials within the hall, based on weight. Charge calculated in 100 pound units (or hundredweight, abbreviated cwt). Usually a minimum.
      • Drayage form - form for exhibitor requesting handling of materials.
    • Most important services offered is to hire and manage labor:
      • They have standing contracts with unions and tradespeople.
      • They know how to hire enough labor to move a show in and out based on its requirements.
      • They move the freight in and out of the facility.
      • They manage the flow of trucks in and out.
      • They oversee the storage of crates and boxes.


    Then what are the Specialtyies Service Contractor ?

    For more details, let's have a look the videos below!

    Ok, did you understand the videos above? if so, you can read the elaboration below.

    Open www.slideshare.net

    For furhter, there are some Specialty Service Contractor you need to know. For more details please read this content.

    Now, why did the Exhibitor Appoint Service Contractors?here are the reasons:

    • Work specifically with the exhibiting company through the year
      • In the areas of:
        • Installation and dismantle
        • Dcor
        • Exhibit design and storage
    • Same duties as specialty contractor but only for a specific exhibitor, not the show manager
    • Exclusives services - those that can only be provided by an official service contractor appointed by show management
    • Many facilities have very specific guidelines rewarding the use of EACs


    Relationships Between Contractor and Event Organizers:

    • Show Organizers hire the General Service Contractor
      • Hiring process begins with Request for Proposal (RFP)
    • Partnership develops as show planning progresses
    • General Service Contractor suggests marketing themes, design layout, floor plans, color schemes
    • General Service Contractor and Show Organizers select specialty service contractors
    • Maintain history of show development, production, and exhibitor needs


    Where are the Resources in the Service Contractor Industry come from ?

    • Canadian Association of Exposition Management (CAEM)
    • Exhibit Display Producers Association (EDPA)
    • Exhibition Services and Contractors Association (ESCA)
    • Exhibitor Appointed Contractors Association (EACA)
    • International Association for Exhibition Management (IAEM)
    • National Association of Consumer Shows (NACS)



    Well my students now let's we move to one subject :Destination Management Companies (DMCs)

    What is Destination Management Companies (DMCs) ?


    A DMC is a professional management company specializing in the design and implementation of events, activities, tours, staffing, and transportation utilizing extensive local knowledge, expertise, and resources.

    A DMC offers, but is not limited to, guest tours, special events within the meeting, VIP amenities, transportation, staffing for conferences, entertainment, dcor, on-site registration, and housing.

    DMCs work cooperatively with airlines, hotels, resorts, convention centers, alternative venues, and transportation companies.

    DMCs refer to the entire activities and services for a client as a "program."

    DMCs are also an important element in incentive travel.

    Destination Management Companies (DMCs)

    Primarily found in North America, DMCs are similar to PCOs in that they provide services to in-bound MICE professionals. They differ in their types of services by their more social-oriented services -- they enable meeting attendees to "experience" the unique attributes of a particular city or region.

    DMC's vs. DMO's

    DMO's work with interests of community and private companies that provide services.

    DMC's get leads on new accounts from planners that have gone through a DMO.

    Two or more DMC's provide proposals.

    Responding to clients RFP's take considerable time.

    Now, for more details elaboration about DMC's please read the content below!

    Open www.slideshare.net
  • 5. Special Event Management & Planning MICE Gathering

    Halloooo my dear students

    How are you today ? Hope you are fine and keep motivated to learn more about MICE. Well now let's start with the new subject "Special Events Management". What is Special Events Management? Here the ddefinitions relating to Special Events

    • Special Event - A one-time event that is staged for the purpose of celebration; a unique activity.
    • Special Events Company - A company that may contract to put on an entire event or parts of one.
    • Special Events Production Company - May present special effects and theatrical acts, may hire speakers as part of their contract.


    Halloooo my beloved students..

    Let's talk about FOOD and BEVERAGE OPERATIONS

    The event coordinator had been working with the chairperson of a fund- raising committee to design an elegant gala event to attract new sponsors and donors for a charity organization. The chairperson was adamant about using a new restaurant, at which she had dined, to do the catering because it was "the talk of the town." The restaurant, however, had never catered an off-premise event before. Despite the event coordinator's ad- vice to secure proposals from numerous caterers, the committee acqui- esced to the chairperson. Later, the event coordinator overheard two guests discussing the dinner. "Oh well, the average person has more than 40,000 meals in a lifetime. I can live without this one, and I can live without supporting this organization as well."

    Food and beverages may be an integral or tangential component of an event, but they are the primary focus of many events. They can make or break an event, or, as illustrated earlier, if not elected properly, can fail to fulfill the aspirations of an event. The professional event coordinator must understand the function of food and beverage within the purpose of the event in order to meet and exceed expectations while fulfilling the nutritional needs and preferences of those being served. From a chocolate extravaganza as a fund-raising event, to candied apples at a harvest festival, gourmet box lunches for a sightseeing tour, or a seven- course banquet honoring a visiting head of state, the right food service can facilitate the achievement of an event's goals and objectives

  • 7. Legal Issues in MICE Industry & Technology and Meeting Professional

    Chapter 7 Organizer and Sponsors

    This course provides information and insights about event and sponsoring management. It focuses on modern techniques, especially those using the internet and/or used by web companies.
    This chapter consist of :
    1. The context of event management & sponsoring
    2. Main types of events
    3. Marketing events
    4. Event management and PR operations
    5. Event management in an international environment
    6. Sponsorship and the economic impact of events for the stakeholders (destinations, brands, etc.)

    Chapter 8 MICE Stake Holder and Associations


    A person, group or organization that has interest or concern in an organization. Stakeholders can affect or be affected by the organization's actions, objectives and policies. Some examples of key stakeholders are creditors, directors, employees, government (and its agencies), owners (shareholders), suppliers, unions, and the community from which the business draws its resources.

    This chapter consist of :

    1. To understand what an event stakeholder is and the role each plays in the event
    2. Appreciate the potential benefits and problems of stakeholder involvement
    3. Know event sponsorship strategy
    4. Examine ways of communicating effectively with stakeholders
    5. How to work with stakeholders during event shutdown phase

  • 8. International Issues in MEEC

    International Issues in MEEC

    Where MICE Event Management is Heading

    • Understand the specific purpose behind every meeting and event
    • Design every aspect of a meeting or event to reflect and respect the participants' varying learning styles and requirements
    • Maximize participants' pre-event and on-site experience to stimulate their interest in learning
    • Organize venues and deliver services in ways that better meet the strategic and educational objectives behind an event

    First, Let's start with ...

    MEEC Varies Around the Globe

    How MEEC Varies Around the Globe. Take a look in the picture below.


    Root of the trade fair industry

    Focal point of international trade fairs and trade exhibitions

    Two Reasons:

    1. Location (Crossroads of the world and Transportation network)
    2. Industrial base
    • $10.5 billion annual
    • 165,000 exhibitors in 133 international events each year
    • 40% of exhibitors are non-European
    • Hannover Fair, CeBIT, Domotex, Frankfurt Book Fair, Biotechnology
    • Milan - fashion trade fairs
    • Rome
    United Kingdom
    • 1,800 exhibitions (2001)
    • 17.3 million visitors
    • 450 venues (Birmingham Spring Fair, World Travel market, Furniture Show, Birmingham Fall fair, Security Solutions)

    Others Country in Europe

    • The Netherlands and Belgium
    • Eastern Europe
    • Positive impact of the European Union

    After you understand withMEEC Varies Around the Globe, let's continue with ...