Introduction to M.I.C.
E
Chapter 4: MICE PLANNING
Sponsors of MICE ➢ After determining the goals and objectives, those
➢ In this context, the term “sponsors” refers to those who involved in the planning stage must determine who
take an active role in ensuring that the meeting or event should attend.
is necessary, effective, and aligned with broader
objectives. III. Designing the Program
➢ They are responsible for determining whether or not ➢ The program design should include the theme and the
there is a valid need for the meeting agenda of the meeting, convention, and exhibition.
➢ Sponsors of MICE can be: ➢ In designing the theme, the planners should ensure that
○ Associations the theme should take into consideration the needs of
○ Corporations the audience, the objectives of the event, and should
○ Trade Union provide continuity (Jeurgens, pp. 9-10).
○ Independent Companies
○ Religious Groups Hospitality Programs/Spousal Programs
○ Theater and Arts Groups ➢ These are designed to entertain the guests of the
○ Social Organizations conference attendees.
➢ The Sponsor is responsible for the following: ➢ These programs usually have an extensive itinerary that
○ Assessing the Purpose: They evaluate whether keeps the participants busy.
the meeting or event serves a specific goal,
Design of Hospitality Programs
such as education, networking, product launch,
1. The history of a group must be reviewed carefully before
or business development.
planning a hospitality program.
○ Approving the Budget: Meeting sponsors
2. The meeting planner and the host property should
decide if the event is worth the financial
survey the participants to determine the likes and
investment.
dislikes of the group.
○ Setting Objectives: They establish clear
3. A list of the local sites and attractions as well as the
objectives, like sales targets,
services provided by the hotel should also be included.
knowledge-sharing, or market expansion.
4. The participants should be surveyed to find out whether
○ Evaluating the Audience: They ensure that
>not they are interested in any of the suggested
there is a targeted and relevant audience for
activities.
the meeting.
○ Measuring ROI: Sponsors determine how to
Children’s Program
measure the return on investment (ROI) for the
➢ These are designed to entertain the young guests of
event, ensuring the outcomes align with the
program participants.
organization's goals.
IV. Creating the Budget
○ Ascertain the number of food and beverage
➢ According to P.C. Doston, a budget is an estimate of
functions needed for the conference
income and expenses and a plan to adjust the
○ Ascertain the kind of food and beverage
anticipated expenses to the expected income.
functions needed for the conference
○ Fixed Expenses - are not dependent on the
○ Guide on the cuisine
number of attendees
○ Determine the number of attendees
○ Variable Expenses - are those that fluctuate
○ Establish a system for record-keeping
depending on the number of attendees
○ Registration Fees - the most constant source
of income for conferences. It must be
The Process of Mice Planning
developed to support the activities
I. Goals and Objectives
➢ It should be established by the sponsor.
V. Site Selection
➢ It should be Specific, Measurable, Achievable, Realistic,
➢ It is a significant activity of the sponsoring organization.
and Timed (SMART).
➢ The site is very important for the success of the event.
➢ Convenience and cost are very important in site
II. Targeting the Population
selection.
➢ The checklist includes the following areas:
○ Sleeping rooms
○ Meeting and exhibition space VIII. Marketing and Promotion
○ Transportation (airport and ground) ➢ Know the number of breakeven attendance
○ Food and Beverage ➢ Establish a marketing plan
○ Recreation (on-site and local attractions) ➢ Establish a timetable
○ Services ➢ Carry out the program
➢ Appraise the program
Room Setup and Layout
1. Theater or Auditorium Setup IX. Hiring Sub-contractors
➢ This setup is suitable for lecture-type meetings ➢ The planner should determine how to transport the
➢ The most functional seating arrangement especially participants to the host city where the meeting is to be
when the meeting involves a large group of participants held
➢ It involves placing chair in rows, either straight or in ➢ The planner should determine how to transport them
semicircle from one place to another within the host city.
➢ Chairs should be placed 4 to 6 inches apart with
1 X. Food and Beverage Functions
approximately 2 2 feet from the back of one chair to the
➢ The food and beverage functions must harmonize with
chair behind it.
the program design and budget for the meeting,
convention, and exhibition.
2. Schoolroom or Classroom Setup
➢ According to C. Price, a guarantee is the minimum
➢ It is conducive to participants taking notes, reading
number of meals to be served and will have to be paid
materials, or working on projects.
for. The area to be considered in food and beverage is
➢ It is suitable for small lectures and workshops where
record-keeping.
note-taking is required.
➢ The most common methods are head count, ticket count,
➢ Its advantages are it uses a large amount of space per
plate count, and food consumed.
person, and it is good for note-taking
➢ Its disadvantage is it has poor visibility from the back of
On-site Management
the room
➢ Pre-convention meetings should include each
department that has specific responsibilities during the
3. Hollow Square, U-Shape, and the Herringbone Layout
meeting
➢ These setups are suitable for board meetings,
➢ The planner must also monitor the on-site attendance
management meetings, and small discussions.
➢ The planner should also conduct a post-conference
➢ The main advantage is they encourage discussion and
meeting to evaluate the meeting — its strengths and
interaction among participants
weaknesses
➢ The disadvantage is the use of audiovisuals may be
difficult
Evaluation
➢ Several ways of Evaluation
4. Banquet or Round Table Layout
○ Formal methods - questionnaires or surveys
➢ This layout is suitable for banquets, seminars, and round
○ Informal methods - comment cards and
table discussions
informal conversations
➢ The advantages are it can be used when meetings break
○ Focus groups
up into smaller discussion groups without participants
having to exchange rooms, and it can accommodate food
and beverage services comfortably.
➢ The disadvantages are it uses a large amount of space
per person, and the use of audiovisuals may be difficult.
VI. Negotiations and Contracts
➢ Negotiations are held between the representative of the
host property and the sponsoring organization.
➢ A contract is a legal document that explains the
responsibilities of the concerned parties.
VII. Formulating Committees
➢ It is essential in sponsoring a meeting, convention, or
exhibition. Each committee must have its own aims.
➢ Each committee should have a chairman.