MODULE 2: LESSON PROPER- KEY PLAYERS IN THE MICE INDUSTRY AND THEIR ROLES IN THE TOURISM
AND HOSPITALITY INDUSTRY
The size of the MICE industry has greatly expanded. At present, it includes several players.
These players are the following:
1. Associations
2. Convention centers
3. Conference enters
4. Tour operators
5. Trade shows and expositions
6. Hotels
7. Convention and visitors bureaus
8. The Proces of Providing MICE Event
Associations
An association is an organized body that promotes and enhances a common interest
activity or purpose. Modern associations find their roots in historical times. Roman and Oriental
craftsmen in ancient times formed associations for the improvement of their trade. In the middle
ages, associations were in the form of guilds, which were organized to obtain proper wages to
maintain work standards.
Associations are classified into main categories-trade associations and professional
associations. Both are organized for the betterment of their members. The main activity for both
types of associations is to gather and exchange information through publications, educational
seminars, newsletters, and meetings.
Trade associations are nonprofit organizations that are designed to address the needs of
for profit businesses. The members are business agencies that have the same objective. A good
example is the Professional Convention Management Association (PCMA) whose members are
involved in the conventions and meetings industry.
Professional associations are nonprofit organizations that are not business-oriented. They
are designed to help their members realized their objectives. Professional associations are
divided into three sections. The first sector consists of the members with the same interest such
as the American Association of the Retired Person (AARP). The second sector consists of scientific
, engineering, and learned associations such as the Council of the Hotel, restaurant and
Institutional education (CHRIE). The third sector is concerned with religious, charitable, and public
services such as the American Heart association.
Convention Centers
A comprehensive convention center is a public agency whose aim is to host meetings and
exhibits in a venue. It provides banquet, food and beverage, and concession services. Majority of
convention centers are owned by the city, country, or state government and are operated by an
appointed board or authority. An example of a convention center is the PICC. Other examples are
the Jacob K. Javits Convention Center in New York and the Anaheim Convention Center in
California. In some cases, convention centers may be managed by private management
companies.
Convention centers provide big, flexible rooms for trade shows and smaller spaces for
banquets, meetings, and association parties. The convention and visitors bureau assists in
marketing convention centers.
Historically, convention centers were organized to serve the community. However, at
present, convention centers are profit centers. Many convention centers obtain revenues by
renting their exhibition and meeting rooms. Other sources of revenue come from food and
beverage catering, concessions, and vending. Many convention centers offer specialized services
to exhibitors who take part in shows held in it. Examples are electrical telephone, stage
construction, lighting, plumbing, air, and sound.
Conference Centers
A conference center is a specialized hospitality operation which aims to facilitate and
support small to medium size meeting of 20 to 50 people. Conference centers are different from
convention centers because majority of conference centers provide overnight accommodations
for their participants. The guest at a conference center do not need to leave the center during the
entire duration of their conference because all their needs, such as meals accommodations, and
leisure activities, will be provided by the conference center. The conference center was
established to meet the growing demand for specialized meetings. The design of the conference
center emphasizes comfort and privacy for the attendees.
A unique characteristic of a conference center is that it provides continuous refreshment
throughout the meeting, thus, allowing the attendees to take a break whenever they feel like
doing so. Another unique feature of a conference center is that it charges only one price that
includes meals, room rates, meeting rooms, audiovisual equipment, coffee breaks, and paper
supplies needed by the participants.
Tour Operators
Tour operators play an important role in the MICE industry. They work with meeting
planners in arranging tours and activities for meeting attendees and their families who combine
business with pleasure. Most often, convention delegates stay in the convention city for a few
days after the convention to relax, sightsee, or enjoy the entertainment in the city. Tour operators
often create tour packages for the spouse, guest, or children of the attendees. Thus, while the
participants attend their meetings, their spouses and guests may be brought to a local museum
or art gallery while the children may be brought to a theme park or a zoo.
The convention delegates usually receive information about the tours several weeks
before the convention. Because there is a growing trend for meeting attendees to bring their
families with them. The job of the tour operator is becoming more important in the MICE industry.
Trade Shows and Expositions
Trade shows, expositions, and scientific/technical conferences are terms that are used
interchangeably in the MICE industry. Exhibition was historically a European term. As we become
more global, Americans have adopted the term to refer to traveling shows such as art exhibitions.
According to the CLC glossary, expositions are public shows. Historically, trade shows are private
shows which are open only to those involved in the industry. Although some trade shows open
themselves to the public on their final days, majority are still private.
All these terms describe an activity which aims to represent a major industry marketing
event. Trade shows provide a venue in which individuals associated with a particular industry can
bring their products and exhibit them together. The forum allows the attendees and exhibitors to
exchange information about their products. For example, an annual trade show is sponsored by
the American Hotel and Motel Association every November in New York City. This trade show
brings together all the suppliers associated with the hotel and motel industry.
Trade shows have a very interesting history. According to Evan St. Lifer, trade shows or
expositions started when caravans crossing the dessert would meet and exchange products. In
the United States, the history of trade shows dates back to 1876 when Alexander Graham Bell
showed his telephone at the Philadelphia Centennial Exposition, a show celebrating America’s
first 100 years.
With the advent of the industrial era, marketing of products became very important.
Salesmen spent most of their time on the road selling their products. Because it was impractical
to call on customers individually, salesmen began to rent hotel rooms to display their wares. They
invited their customers to look at their display. This practice was beneficial to individual
companies.
As the trade shows industry expanded, hotel became insufficient to use. By the mid-
1920’s, hardworking individuals developed an exhibit hall in which large groups exhibitors who
shared a common product showcased their wares together. This gave trade shows a new look.
Clients were no longer crowded in small hotel rooms and not allowed to leave the room until they
placed their orders. In exhibit halls, clients were allowed to roam freely from one booth to
another.
At present, the trade show industry is the most exciting, dynamic, and economical means
for marketing individuals to achieve their sales [Link] of the great number of attendees
in trade shows, cities are now competing for the trade show business.
There are several key players within the trade show industry: the trade show sponsors,
exposition or show managers, and service contractors.
Trade show sponsors are trade or professional associations who use the trade show as an
important part of their meetings or conventions to generate revenue. For example, the National
Restaurant Association is the sponsor for the NRA trade show which is held in Chicago every May.
The exposition or show manager is responsible for all aspects of the trade show. The service
contractors are individuals responsible for providing all the services needed to run the facilities
for a trade show. A general service contractor is multi-talented, creative, and equipped to serve
all exhibit requirements.
Hotels
Hotels play an important role in the MICE industry. Hotels provide comfortable overnight
accommodations for out-of-town guests for a meeting, convention, or trade show. IN addition,
many hotels provide meeting rooms, convention facilities, and small exposition halls for meetings
and conventions. Meetings and conventions have become a major source of revenue for many
hotels. This revenue is generated through the rental of sleeping rooms, food and beverage, as
well as rental of meeting places.
The most important person in a hotel is the convention service manager. He or she acts as
a liaison between the meeting planner and the hotel. This position has increased the
marketability of hotels as convention sites because the primary aim of the convention service is
to service the meeting or convention. Meeting planners need not deal with different department
heads within the hotel. The convention service manager can help them with all their needs.
Convention and Visitors Bureaus
A convention and visitors bureau is a nonprofitable organization designed to solicit visitors
and conventions to a community. Majority are privately owned although some are housed within
the state government. They are funded through the hotel accommodations tax. The convention
and visitors bureau coordinates all activities of meetings and conventions. These include
marketing the destination, providing information about possible host facilities, coordinating
familiarization tours for meeting planners and association executives, and acting as liaison
between the group and several suppliers within the community.
The Process of Providing MICE Events
The process of providing MICE events involves a complex interplay between the various
players discussed above. It typically involves the following steps:
1. Planning and Concept Development: This stage involves defining the event objectives,
target audience, and desired outcomes.
2. Venue Selection: The event organizer must choose a suitable venue, considering factors
such as size, amenities, and location.
3. Budgeting and Financial Planning: This stage involves developing a realistic budget and
securing funding for the event.
4. Marketing and Promotion: The event organizer must promote the event to attract
attendees and generate interest.
5. Logistics and Operations: This stage involves managing all aspects of the event, from
transportation and catering to registration and technical support.
6. Evaluation and Post-Event Analysis: This final stage involves assessing the event's
success and identifying areas for improvement.