INTRODUCTION

Event Management By Weru J N

Introduction
y It takes a great deal of time, care and patience

to plan, manage and organize a MICE eventeven the smallest event cannot be planned overnight. y For some events the planning team may be in operation for over a year. y To ensure ultimate customer satisfaction, the total event needs to be planned and coordinated in the most efficient and effective manner.
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The Planning Requirements of Stakeholders

y To ensure a successful convention or meeting a

number of different stakeholders are involved. y They all require the same type of information for the planning of the event, but will focus on different aspects. y For example: y The client company makes decision to hold a convention or a meeting and sets the objectives with the aid of the conference organizer.
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Client company
y The client company makes decision to hold a

convention or a meeting and sets the objectives with the aid of the conference organizer. y It identifies the potential participants, sets dates and establishes the budget. Determines the style, location and type of event program.

Event Management By Weru J N

The conference organizer

y The

conference organizer establishes the objectives of the event and confirms the key personnel from the client company to be involved in the event. y They identify the venue, lead and coordinate all the various facets of the event including the program and pre- and post-event tours. y They brief and work with other suppliers such as florists, audiovisual companies and transport companies and identify and manage the budget for the client company.
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The Venue
y The

venue liaises with the conference organizer, identifies the number of delegates and agrees the date for receipt of final numbers. y It establishes the requirements for accommodation and facilities, including meeting rooms and F & B services and the required timing of the program for staffing the event.
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Suppliers
y They obtain brief of the event from the

conference organizer and establish the requirements. y They work with suppliers, the venue and the conference organizer to ensure the satisfactory provision of the required goods. y For example, the printing is completed at the right time and specialist audiovisual equipment is available.
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What Planning and why Plan?

y A plan can be defined as a systematic

arrangement of tasks to accomplish an objective. y Planning involves deciding what needs to be done, by whom and by when. y Planning and the use of planning techniques are essential if the conference organizer is to ensure the satisfactory coordination of all the stakeholders and supplier and:
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Contd
y Identify the tasks to be undertaken. y Establish the appropriate time frames. y Source who is to undertake each task, by when

and to what standard. y Coordinate all the activities. y A plan helps to set and establish priorities that can assist in scheduling activities. The plan becomes a benchmark against which the actual progress toward final objective can be compared
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Project Plan
y A project plan can be defined as an Endeavour

to accomplish a specific objective through a unique set of interrelated tasks and the effective utilization of the resources. y Many activities of the mice industry can be likened to management of a project.

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Contd
y Mice projects range from small events such as

half-day seminars of 15-20 people, to major events such as world Environmental Congress with over 1000 delegates. y To ensure their success, such major conventions involve an extensive range of people, including PCOs, audiovisual suppliers, venues, accommodation suppliers, airlines and state and national tourism offices.
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Characteristics of Project Planning

y Have clearly define objectives. y Have specified timeframe and a limited life. y Tend to be unique and one-time activities. y Comprise a series if interdependent tasks that

need to be undertaken and accomplished in a certain sequence in order to achieve the objective. y Have certain amount of risk and uncertainty.
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Contd
y Have a customer who funds the project, the

conference organizer who manages the event and the project team who are involved with the event. y The resources utilized are obtained from disparate sources. y The management structures often not hierarchical, they tend to be team based.
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Project Life Cycle

y Projects for events follow a life cycle that can

be divided into four stages.

y Preparation for event proposal and wining the

bid. y Pre-event planning and organization. y Post-event evaluation and review planning

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Pre-Event Planning
y The tasks to be undertaken are identified,

organized into a logical and understandable form and then scheduled in a systematic manner into a time line.

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Task identification
y The technique of brainstorming is extremely

useful in these initial stages, as it helps to identify ideas and tasks and encourage creative thinking. y In the proposal stage the PCOs will have identified the type, purpose and objectives of the event, the potential delegates and their travel requirements, and will have provided an estimation of the whole budget.
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Other Issues to be considered:

y Inspection and selection of the site and venue-

Accommodation Std and rates, range and size of meeting facilities, availability of break out space and so on. y Food and beverage-food quality and service, menu styles, prices and so on. y Transport-venue accessibility y Entertainment and decoration.
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Contd
y Budgets and legal aspects such as requirement

for licensing. y Marketing and promotion y Miscellaneous-Audiovisual equipment, lighting, speakers, specialized printing.

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Organization of Tasks
y The identified tasks and activities are then

divided into work packages so that a work break down structure can be prepared. y The WBS is a hierarchical tree of tasks that need to be undertaken in the preparation of a MICE event. y It identifies the organization, supplier or individual responsible for each activity and the estimated time required to complete each activity.
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Planning the Program

y In designing the program the PCOs should

identify the length of total meeting and the individual sessions. y They should take into account the four main program components: the formal meeting sessions; the provision of food and beverages; exhibition and trades shows; and free time and social activities.
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Planning the printed Materials

y Each meeting or convention incorporates a

wide range of printed materials that have to be both planned and organized prior to the actual event. y These include marketing collateral, as well as materials which are required for the actual event, such as conference brochures and programs, name tags, conference proceedings, delegate lists, tickets and vouchers, special invitation letters and so on.
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Planning the Registration Process

y The registration process often begins with

completed registration form and payment of registration fee prior to the event. y For a corporate meeting, the conference organizer is may be given a list of delegates. y The registration process continues when the delegate arrive to attend the event. y At this stage confirmation of arrival, attendance and provision of conference collateral is done.
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