Global edition Planning and Management of Meetings, Expositions, Events, and Conventions For these Global Editions, the editorial team at Pearson has collaborated with educators across the world to address a wide range of subjects and requirements, equipping students with the best possible learning tools This Global Edition preserves the cutting-edge approach and pedagogy of the original, but also features alterations, customization, and adaptation from the North American version Global edition Global edition Fenich This is a special edition of an established title widely used by colleges and universities throughout the world Pearson published this exclusive edition for the benefit of students outside the United States and Canada If you purchased this book within the United States or Canada you should be aware that it has been imported without the approval of the Publisher or Author Planning and Management of Meetings, Expositions, Events, and Conventions George G Fenich Pearson Global Edition Fenich_1292071745_mech.indd 24/10/14 12:58 PM Planning and Management of Meetings, Expositions, Events, and Conventions A01_FENI1749_01_SE_FM.indd 15/10/14 9:52 PM A01_FENI1749_01_SE_FM.indd 15/10/14 9:52 PM GLOBAL EDITION Planning and Management of Meetings, Expositions, Events, and Conventions George G Fenich, Ph.D School of Hospitality Leadership East Carolina University Boston Columbus Indianapolis New York San Francisco Hoboken Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo A01_FENI1749_01_SE_FM.indd 15/10/14 9:52 PM Editorial Director: Vernon Anthony Senior Acquisitions Editor: William Lawrensen Editorial Assistant: Lara Dimmick Head of Learning Asset Acquisition, Global Editions: Laura Dent Acquisitions Editor, Global Editions: Vrinda Sharma Malik Project Editor, Global Editions: Suchismita Ukil Director of Marketing: Dave Gesell Marketing Manager: Stacey Martinez Senior Marketing Coordinator: Alicia Wozniak Senior Marketing Assistant: Les Roberts Program Manager: Alexis Duffy Senior Managing Editor: JoEllen Gohr Production Project Manager: Susan Hannahs Media Production Manager, Global Editions: M Vikram Kumar Senior Production Controller, Global Editions: Trudy Kimber Senior Art Director: Jayne Conte Cover Designer: Lumina Datamatics Ltd Cover Art: momente/Shutterstock Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within the text Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsonglobaleditions.com © Pearson Education Limited 2015 The rights of George G Fenich to be identified as the author of this work have been asserted by him in accordance with the Copyright, Designs and Patents Act 1988 Authorized adaptation from the United States edition, entitled Planning and Management of Meetings, Expositions, Events, and Conventions, 1st edition, ISBN 978-0-13-261043-8, by George G Fenich, published by Pearson Education © 2015 All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a license permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS All trademarks used herein are the property of their respective owners The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners ISBN 10: 1-292-07174-5 ISBN 13: 978-1-292-07174-9 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library 10 14 13 12 11 Typeset in 11/13 Adobe Garamont Pro by Lumina Datamatics Ltd Printed and bound by Courier/Kendallville in the United States of America A01_FENI1749_01_SE_FM.indd 15/10/14 9:52 PM Dedicated to the hard working professionals of the Meetings and Business Events Competency Standards Task Force and the Curriculum Guide Task Force, without whom this book would not be possible A01_FENI1749_01_SE_FM.indd 15/10/14 9:52 PM A01_FENI1749_01_SE_FM.indd 15/10/14 9:52 PM brief contents Preface 13 Acknowledgments 15 About the Author 17 10 11 12 13 14 Introduction 19 Strategic Planning in Meetings, Expositions, Events, and Conventions 27 Meetings and Events as Complex Projects 41 Risk Management for Meetings, Expositions, Events, and Conventions 55 Stakeholder Management 71 Accounting and Financial Planning 87 Event Program Planning 107 Planning and Designing the Environment 125 Site Planning and Management 139 Food and Beverage Planning 153 Marketing of Meetings, Expositions, Events, and Conventions 170 Promotions Planning 187 Sales Initiatives in the Meetings and Events Industry 204 Epilogue 223 Index 229 A01_FENI1749_01_SE_FM.indd 15/10/14 9:52 PM A01_FENI1749_01_SE_FM.indd 15/10/14 9:52 PM contents Preface 13 Acknowledgments 15 About the Author 17 Introduction 1.1 Planning and Management of Meetings, Expositions, Events, and Conventions 19 1.2 The MEEC Industry 20 1.2.1 Components or Elements 20 1.2.2 Definitions 21 1.2.3 Magnitude of the MEEC Industry 22 1.2.4 Trends in MEEC 22 1.2.5 Evolution and Maturation of the MEEC Industry 22 1.2.6 MBECS 23 1.2.7 Uses of the Standards 24 1.2.8 Uses for Meetings/Events Professionals 24 1.2.9 Uses for the Academic Community 24 1.2.10 Uses for Associations 25 1.2.11 Translating MBECS into Educational Content 25 1.3 Planning and Managing Meetings, Expositions, Events, and Conventions 25 Summary 26 Key Words 26 Review Questions 26 References 26 About the Chapter Contributor 26 Strategic Planning in Meetings, Expositions, Events, and Conventions 27 2.1 Introduction to Strategic Planning 28 2.2 What is Strategic Planning? 28 2.2.1 Strategic Planning Process 29 2.3 STEP 1: Where are we now?— Situation and Feasibility Analysis 30 2.3.1 SWOT Analysis—Revealing Organizational Performance 31 2.3.2 PESTELI Trends Analysis 31 2.3.3 Benchmarking 32 2.3.4 Scenario Planning 32 2.4 STEP 2: Where we want to get to?—Future Direction 33 2.4.1 Goals 33 2.4.2 Objectives 34 2.5 STEP 3: How are we going to get there?— Concept Development 34 2.5.1 Potential Risks 36 2.5.2 Resource Allocation 36 2.5.3 Planning Cycle 36 2.5.4 Marketing Plan 37 2.6 STEP 4: How will we know when we have gotten there?—Monitoring and Measuring Value or Success of Meeting/Event 37 Summary 38 Key Words, Acronyms, and Phrases 38 Discussion Questions 39 Reference 39 About the Chapter Contributor 40 Meetings and Events as Complex Projects 41 3.1 Introduction to Project Management 41 3.1.1 Historical Perspective 42 3.1.2 Applying PM 42 3.1.3 PM Life cycle 42 3.1.4 PM Techniques and Processes 46 Summary 52 Key Words and Terms 53 Review and Discussion Questions 53 References 53 About the Chapter Contributors 54 Links 54 Risk Management for Meetings, Expositions, Events, and Conventions 55 4.1 Risk Management Defined 55 4.2 Risk Planning 56 A01_FENI1749_01_SE_FM.indd 15/10/14 9:52 PM www.downloadslide.net 226 chapter fourteen | epilogue Table 1 Meetings and Business Events Competency Standards (MBECS) Now that you have completed this book, you should be competent in the following Meetings and Business Events Competency Standards that have a check mark ‘√’ beside them Domains/Skills Checklist A STRATEGIC PLANNING M14_FENI1749_01_SE_C14.indd 226 1 Manage Strategic Plan for Meeting or Event ✓ □ 2 Develop Sustainability Plan for Meeting or Event □ 3 Measure Value of Meeting or Business Event □ B PROJECT MANAGEMENT Plan Meeting or Event Manage Meeting or Event Project ✓ □ □ C RISK MANAGEMENT Manage Risk Management Plan ✓ □ D FINANCIAL MANAGEMENT Develop Financial Resources Manage Budget Manage Monetary Transactions □ ✓ □ ✓ □ E ADMINISTRATION 10 Perform Administrative Tasks □ F HUMAN RESOURCES 11 Manage Human Resource Plan 12 Acquire Staff and Volunteers 13 Train Staff and Volunteers 14 Manage Workforce Relations □ □ □ □ G STAKEHOLDER MANAGEMENT 15 Manage Stakeholder Relationships ✓ □ H MEETING OR EVENT DESIGN 16 Design Program 17 Engage Speakers and Performers 18 Coordinate Food and Beverage 19 Design Environment 20 Manage Technical Production 21 Develop Plan for Managing Movement of People ✓ □ ✓ □ ✓ □ ✓ □ ✓ □ ✓ □ I SITE MANAGEMENT 22 Select Site 23 Design Site Layout 24 Manage Meeting or Event Site 25 Manage On-site communications ✓ □ ✓ □ □ □ J MARKETING 26 Manage Marketing Plan 27 Manage Marketing Materials 28 Manage Meeting or Event Merchandise 29 Promote Meeting or Event 30 Contribute to Public Relations Activities 31 Manage Sales Activities ✓ □ □ ✓ □ ✓ □ ✓ □ ✓ □ K PROFESSIONALISM 32 Exhibit Professional Behavior □ L COMMUNICATIONS 33 Conduct Business Communications □ 15/10/14 9:37 PM www.downloadslide.net epilogue | chapter fourteen 227 Summary This chapter is entitled “Epilogue” since it synopsizes the content and material covered throughout this book Now that you have completed this chapter, you should be competent in the following Meetings and Business Events Competency Standards: MBECS—Skills 1, 4, 6, 8, 9, 15, 16, 17, 18, 19, 20, 21, 22, 23, 26, 28, 29, 30, 31 Key Words, Acronyms, And Phrases MBECS CMP-IS Discussion Questions What does MBECS represent? How could event professionals prepare for the CMP-IS and the corresponding exam? How MBECS and CMP-IS relate? 2 How does the content of this book relate to MBECS? The contents of this book are based on MBECS How can these benefit event professionals? About the Chapter Contributor George G Fenich, PhD, is a full professor in the School of Hospitality Leadership at East Carolina U niversity M14_FENI1749_01_SE_C14.indd 227 15/10/14 9:37 PM www.downloadslide.net M14_FENI1749_01_SE_C14.indd 228 15/10/14 9:37 PM www.downloadslide.net index Page numbers followed by f indicate figure Page numbers followed by t indicate table A Academic community, MBECS uses for, 24 Accent on Arrangements, 21 Accessibility, 143–144, 147 Accommodation expenses of, 91–92 rating of event sites, 147 special, 143 Accounting and finance See also Budget(s); Financial management allocating expenses for MEEC, 91–93 financial management, 90–91 methods of accounting, 88 terminology in, 88–90 Accounts payable, 88 Accounts receivable, 88 Accrual method of accounting, 88 ACOM See Event Service Professionals (ESPE) Action station service, 161 Activities, 81–84, 200–202 Administration, 23 Adult Video News, Best New Starlet Award, 141 Advertising, 176 direct selling, 197 effectiveness of, 198 establishing budget for, 96–97 promotion and, 188, 196–198 as source of event revenue, 91 Age of attendees, menu and, 157 Agreements, 130–131 AIDA (attention, interest, desire, action), 189, 191, 210 Air conditioning, 164 A list, 155 All Hands - Fund-raiser Sample Marketing Plan and Marketing Strategy (Case study), 182–184 Alliances, developing plans for, 80–81 American Express Meetings to Events 2013 Global Meetings Forecast, 22 American Marketing Association, definition of marketing, 171 The American Program Bureau, 128 Americans with Disabilities Act (ADA), 143, 144 Analytics tracking, 185 web and media, 184–185 APEX Glossary, 21 APEX Initiative, 52 APEX Initiative links Contracts, 54 Event Specifications Guide, 54 Post-Event Report, 54 Request for Proposals, 54 RFP Workbook, 54 Asia Pacific, growth in spending and meetings, 22 Assessment, marketing, 184 Assets, 88 Associations, MBCES uses for, 25 Attendance, site specifications and, 142–143 Attendees See also Attendees registration attracting to electronic show, 196 calculating registration fee of, 95 menu and age of, 157 as stakeholders, 79–80 Attendees registration budgets and, 94 as source of event revenue, 90 Attention, interest, desire, action (AIDA) See AIDA (attention, interest, desire, action) Attractions, 151 Attrition, 153 Attrition clauses, 65, 147 Audience(s) of event management, 170 generation, 174 target, 172, 174, 175 Availability, in site selection criteria, 145 B Balance sheet, 89 Bandstands, in space planning, 165 Banquet event order (BEO), 156, 166 Banquet French Service, 162 Bar setups, 167 Barth, Stephen, 130 Benchmarking, 32 BEO See Banquet event order (BEO) Beverage planning See Food and beverage planning B list, 155 Blogs, 198 BOGO, 176 Boilder plate, 178–179 Brand, 126–127 Branding, 127, 209 Break-even analysis/break-even point, 88 Broadcast media, 179 Brochure or invitation, 181 Budget development, 93–94 calculating attendee registration fee, 95 calculating exhibit space fees, 95–96, 96t establishing advertising, 96–97 establishing promotional fees, 96–97 establishing sponsorship, 96–97 factors affecting, 94 projecting revenue, 94 setting registration and exhibit fees, 94 Budget(s), 210–211 See also Budget development; Budget types; Cash flow approval process, 98, 100 evaluation, 100–102 event, 99t managing cash flow, 104 master account and establishing credit, 102–103 monitoring, 100, 101t payment methods and currency considerations, 103 philosophy, 90 policies and procedures, 102 promotional activity, 190 site specifications and, 140–141 Budget types incremental, 98 line item, 98 performance/function, 98 zero-based, 97–98 Buffet service, 161 Buffet tables, in space planning, 165–166, 167 Business continuity, 56, 56t Business to business, 205 Business to consumer, 205 229 Z01_FENI1749_01_SE_IDX.indd 229 15/10/14 9:51 PM www.downloadslide.net 230 index Butchtik, Liliana, 48 Butlered Hors D’oeuvres service, 161 Butlered table service, 161 C Cafeteria service, 161 Call to action, 180 Canadian Tourism Human Resources Council, 23 Cancellation clause, in contracts, 65 Carbon FootPrint, 146, 147 Case study(ies) All Hands - Fund-raiser Sample Marketing Plan and Marketing Strategy, 182–184 The Cold War Modern Exhibition at the Victoria and Albert Museum in London, England, 179–180 Dozens Sickened, 58–59 Hurricane Katrina, New Orleans, 57 Left on the Mountain, 68 The Silver Lining, 64 TRASHed at the Coachella Music and Arts Festival in Indio, California, 177 Cash, managing and controlling, 103 Cash flow managing, 104 statement of, 89 Cash method, 88 Casual labor, 155 Caterers, 164, 166, 167 CCM See Critical chain method (CCM) Certified Meeting Professional International Standards (CMP-IS), 24 CES See International Consumer Electronic Show (CES) CEU’s See Continuing Education Credits (CEU’s) CGL See Commercial General Liability (CGL) Chart of accounts, 89 CIC See Convention Industry Council (CIC) Clients brand in pre-event research, 111 corporate, 111 as stakeholders, 73 C list, 155 Closing phase, in project lifecycle, 43f, 46 Z01_FENI1749_01_SE_IDX.indd 230 CMP-IS See Certified Meeting Professional International Standards (CMP-IS) Codes, license and, 142 Cognitive dissonance, 195 The Cold War Modern Exhibition at the Victoria and Albert Museum in London, England (Case study), 179–180 Coliseum, 22 Co-locating strategy, 192 Commercial advertising, 176 Commercial General Liability (CGL), 64 Communication list, in developing risk management plan, 62 Communications, 24 between all parties, 162 in design site layout, 149 in marketing, 172 Community, local, as stakeholders, 73 Compensation, of speakers, 130 Competitors, 210 Computer aided design (CAD) software, 218 Concept development planning cycle, 36 potential risk, 36 resource allocation, 36 in strategic planning process, 34–37 Conference center salesperson, 21 Conference income in event budget, 99t three months’ prior to event, 101t Consumer decision making, 193–195 evaluation of alternatives, 194 information search, 194 post-purchase behavior, 195 problem recognition in, 194 purchase decision, 195 Consumer(s) See also Consumer decision making behavior of, 172, 206–207 in marketing, 172 Contingency plan, in risk mitigation, 63 Continuing Education Credits (CEU’s), 190 Contract(s), 109, 115 attrition clauses in, 147 between event organizers and speakers, 131 marketing, sponsorship, 78 organizing, 130–131 in risk mitigation, 63, 64–65 Contribution margin, 89 Controlling phase, in project lifecycle, 43t, 46 Convenience, in marketing, 172 Convention and Visitor’s Bureaus (CVBs), 181 Convention Industry Council (CIC), 21, 45, 46, 48, 54 Convention News Television, 189 Convention(s) See also Exhibition(s); Meeting(s) definition of, 21 segments of, 20 Copeland, Al, 148 Copyright laws, 116–117 Corporate clients, 111 Corporate events, 20, 113 Corporate meeting planner, 21 Corporate social responsibility (CSR), 22 Cost(s) definition of, 91 of event technology, 91 of food, 159 marketing, 172 site selection criteria and, 145 variable, 88, 99t CPM See Critical path method (CPM) Credit benefits, 102 Credits, 89 Crisis management, 56, 56t Critical chain method (CCM), 50 Critical path method (CPM), 50 Cross-promotions, 191, 192–193 Crowd flow, 133–135 Crowd Issues at the Haj in Mecca, 133 Crowd management strategies, 133–135 Crowd safety stewards, 66 CSR See Corporate social responsibility (CSR) Currency considerations, payment methods and, 103 Curriculum Guide Task Force, 25 CVBs See Convention and Visitor’s Bureaus (CVBs) D Debits, 89 Decomposition, 48–49, 49f Deliverable(s), in project lifecycle, 43f, 48 Demographics, 35 of attendees, menu and, 157 in primary sales initiatives, 208–209 of stakeholders, 173 Design See also Design site layout; Event planning and design decisions, sales initiative and, 212 of sales space, 212–213 15/10/14 9:51 PM www.downloadslide.net index 231 Design site layout communication in, 149 legal requirements, 149 parking, 149 safety, first aid, 149 service contractors, 150–151 signage, 149 space, 147 structures, 147–148 utilities, 148 Desired outcomes, of stakeholders, 173 Destination attractiveness metrics, 128 choice of, 108 management, 21 Destination management company (DMC), 68 Destination Marketing Organizations (DMOs), 181, 188 Diets, special, 157–158 Digital printing presses, 181 Direct mail, 174–175 Direct marketing advertising, 176 email marketing, 175 mail, 174–175 telephone, 175 Direct selling, 197 Disaster recovery, 56, 56t DMC See Destination management company (DMC) DMOs See Destination Marketing Organizations (DMOs) Double-entry bookkeeping system, 89 Dozens Sickened (Case study), 58–59 Draw-See-Think-Plan, in strategic planning, 29t Due diligence, 114 Duration, of event, 108 Duty of care, 114 E EAC See Exhibitor appointed contractors (EAC) e-blast, 182 Economic Significance of Meetings to the U.S Economy, 22 Economy, in developing plan for alliances, 80 Electricity, 218–219 Email marketing, 175 Emergency management, 56, 56t Emergency Response Procedures, 62 Employees, as stakeholders, 73 Entertainers agreement with hotel, 131 Z01_FENI1749_01_SE_IDX.indd 231 booking, 129–130 nonperformance clause, 131 Entertainment/sporting venue sales and services, 21 Environmental implications, 151 ESC See Exhibition Service Contractors (ESC) ESG See Event specifications guide (ESG) ESPE See Event Service Professionals (ESPE) Evaluation See also Assessment of alternatives, in consumer decision making, 194 of budgets, 100–102 organization’s strategy and, 37 of outcomes of advertisements, 196 of potential sites, 146 of promotional effectiveness, 191 Event Cancellation Insurance, 64 Event order See Banquet event order (BEO) Event planning and design crowd management strategies, 133–135 determining speakers, 128–130 event location, 127–128 managing event risk, 135–137 organizing contracts and agreements, 130–131 requirements, 126–127 staging and technical requirements, 132–133 Event professionals, 36, 42, 43 constructing the budget, 93–94 management of resources, 126 managing stakeholders’ relationships, 84 monitoring budget performance, 100 power of stakeholder on, 81 probability-consequence analysis and, 60, 60t questions for, 154 responsibilities of, 109 stakeholder influence on, 81 telephone calling campaign, 175 Event program planning components and elements of, 107–117 innovating events, 113–114 legal aspects of events, 114–117 pre-event research, 110–113 Event revenue sources advertising, 91 attendee registration, 90 exhibit sales, 91 sales, 90 Event(s) See also Event program planning; Event revenue sources content, establishing, 108 corporate, 113 definition of, 21 history, in pre-event research, 111 innovating, 113–114 managers (planners/coordinators) as stakeholders, 73 marketing strategy, 182–185 mission, 126 planner, 21 planning, stakeholders’ interest in, 72–73 production, 74, 76 safety policy, 117 sample budget, 99t stakeholder, 172 Event Service Professionals (ESPE), 192 Event specifications guide (ESG), 45 Event technology expenses, 92 Executing phase, in project lifecycle, 43f, 45–46 Exhibition(s), 21 expenses, 92, 100 income, 101t Exhibition Service Contractors (ESC), 132 Exhibitor appointed contractors (EAC), 212, 213 Exhibit sales, as source of event revenue, 91 Exhibit space, 95–96, 96t, 151 Expenses, 88 accommodation, 91–92 allocating, 91–93 defining, 91 event budget, 99t event technology, 92 exhibition, 92, 100, 101t facility and other fees, 92 food and beverage fees, as, 92 general or administrative, 92 marketing and promotion, 92 programming, 92 registration costs as, 92 transportation, 92 Exposition(s) definition of, 21 segments of, 20 External forces, in PESTELI trends analysis, 31–32 External stakeholders, 28, 72 F Facility(ies), 150 approvals, 135 capacity, 133 15/10/14 9:52 PM www.downloadslide.net 232 index information, in developing risk management plan, 62 and other fees, as expenses, 92 in site selection criteria, 145 site specifications and, 142 Family-style (English) service, 161 Fast Future Research, 113 FCC See Federal Communications Commission (FCC) Feasibility analysis, 30–33 Feasibility study, 108 Federal Communications Commission (FCC), 179 FedEx, 192 Fees of beverages, 92 exhibit space, calculating, 95–96, 96t facility, 92 food and beverage, 92 promotional, establishing, 96–97 registration and exhibit, 94 of speakers, 129 sponsorship, formula for setting, 97 Fenich, George G., 133 Fenich & Associates LLC, 128 Festivals, segments of, 20 Financial management, 219 as domain in MBECS, 23 undertaking, 90–91 Financial statements, 89 Fireworks, unplanned, 133 Fixed costs, 88, 99t Flexibility, site specifications and, 143 Food and beverage planning banquet event order, 156 determining quantities, 159–160 food cost, 159 labor and labor laws, 154–155 menu planning, 157–159 receptions, 159 regulations and legislation, 156–157 room setups, 163–168 specification and guidelines, 154 staffing, 155 styles of table service, 161–162 tabletop, 168 Football, 111 Forms and appendices, in developing risk management plan, 62 Forum, 22 Freeman, 132, 212 French Cart Service, 162 Frequency, 188 Future direction, in strategic planning, 33–34 Z01_FENI1749_01_SE_IDX.indd 232 G Gantt, Henry, 52 Gantt chart, 52f Gantt chart shareware, 54 General or administrative expenses, 92 General Services Contractor (GSC), 216–217 General systems theory, 42 GES, 132, 212 Getz, David, 126 Gleaner’s Food Bank, 33, 34 Goals of event attendees, 108–109 organizations and, 33 of stakeholders, 82 GolfDigestPlanner.com, 126 Government, as stakeholders, 73 Green Initiative Options: Budgeting for the Greatest Green Impacts, 93 GSC See General Services Contractor (GSC) Guarantee, 154 Guerilla marketing, 177–178 Guerilla Marketing (Levinson), 177 Guru.com, 211 H HACCP See Hazard Analysis and Critical Control Points (HACCP) Haj in Mecca, crowd issues at, 133 Hand Service, 162 Hazard Analysis and Critical Control Points (HACCP), 115 Head tables, in space planning, 165 Heating, 164 Hospitality services, event locations and, 127 Hotel access restriction, on Mardi Gras Day, 135 Hotel salesperson, 21 Human and vehicular traffic, 151 Human-caused risk, 59t Human resources, 23 Hurricane Katrina, New Orleans (Case study), 57 I IAPCO See International Association of Professional Congress Organizers (IAPCO) IMEX Power of 28 Research, 113 Income, 89, 90t, 99, 101t Incremental budget, 98 Indemnification clause, in contracts, 65 Independent planner, 45 Indirect costs, 88, 99t Indirect marketing, 176–180 guerilla marketing, 177–178 press invitation, 178 publicity, 178 public relations, 178 Public Service Announcement (PSA), 179 social media, 176–177 viral marketing, 177 Industry experts, as speakers, 129 Influence, of stakeholder on event professional, 81 Information search, in consumer decision making, 194 Initiating phase, in project lifecycle, 43f, 44 Inspections, of site, 145–146 Insurance, 63, 64, 115 Intellectual property (IP), 115, 220 Interaction, with stakeholders, 83–84 Interests, of stakeholders, 82 Internal benchmarking, 32 Internal stakeholders, 28, 72 International Association of Professional Congress Organizers (IAPCO), 22 International Consumer Electronic Show (CES), 146 International plan, developing, for alliance, 80 Internet access, room setup and, 164 Internet tracking cookies, 184 Invitation letters, 193 J Jobs, US meetings industry and, 22 K Kerzner, Harold, 42 Keynote speakers, 50 Key Performance Indicators (KPIs), 37–38, 111–112, 184–185 Kleinfeld, Alan L., 158 Knowledge, skills, and abilities (KSAs), 23, 24 KPIs See Key Performance Indicators (KPIs) KSAs See Knowledge, skills, and abilities (KSAs) L Labor, in food service industry, 154–155 Labor laws, 155 Las Vegas, 141, 146, 149 Las Vegas Culinary Workers Union, 155 16/10/14 10:32 AM www.downloadslide.net index 233 Laws and acts, 114–115 Lead generation techniques, 174 Leads, sales, 214 Lectern/head table, in room setup, 163 LED technology, 217 Left on the Mountain (Case study), 68 Legal aspects of events, 114–117 of sales MEEC, 214 Legal requirements, in design site layout, 149 Legitimacy, 75 Levinson, Jay Conrad, 177 Liabilities, 88, 114 Licensed unarmed security guards, 66 Licenses, 115, 142 Life cycle events, 140 Life cycle phases, of project management, 43–46, 43f Light and electric outlets, in room setup, 164 Lighting, 218 Line item budget, 98, 210 Liquor laws, 156–157 Local alliances, developing plan for, 80 Location, selecting, 127–128, 145 Lodging, event location and, 128 Logistics, requirements for, 218 Long term strategic planning, 29 M Mail, 174–175 Management of cash flow, 104 of MEEC, 1, 25–26 Management event risk, 135–137 Maps/kiosks, 134 Mardi Gras day, in New Orleans, 135 Marketing, 23–24 See also Direct marketing; Indirect marketing; Marketing communications; Target markets assessment, 184 as defined by American Marketing Association, 171 events and integration of, 121–123 four C’s of, 172 four Ps of, 171 handling in events, 171 people and process in, 171–172 in primary sales initiatives, 213–215 promotion expenses and, 92 for social events, 171 types of, 174–180 web analytics in, 184 Marketing buzz, 176 Z01_FENI1749_01_SE_IDX.indd 233 Marketing communications, 180–181 Marketing cycle, 37 Marketing list, lead generation techniques and, 174 Marketing mailing lists, 174 Marketing materials, photographs in, 181 Marketing plan, case study, 182–184 Marketing strategy, case study, 182–184 Master account, 102–103 MBECS, 23–24, 25 MEEC See also MEEC industry allocating expenses for, 91–93 names of individuals working in, 21 owner of, 206 planning and managing, 25–26 trends in, 22–23 types of, 35 MEEC industry attendees in US, 22 components and elements of, 20–21 evolution and maturation of, 22–23 magnitude of, 22 Meeting/event professional See Event professionals Meeting(s) See also Convention(s) definition of, 21 design, skills of, 23 Matrix, 166 planner, 21 segments of, 20 Meetings, Expositions, Events, and Conventions: An Introduction (Fenich), 25 Meetings, Expositions, Events, and Conventions (MEEC) See MEEC Meetings and Business Events Competency Standards (MBECS) See MBECS Meetings industry, in US, 22 Meetings summary and description, in developing risk management plan, 62 Mega-Events, segments of, 20 Menu planning, 157–159 Message objectives, 189–190 Milestones, 45 Military service See Hand service Mission statement, 33 Monitoring, of meeting/event success, 37–38 Morial Convention Center, in New Orleans, 144 Morjaria, Sonio, 110 Music licensing, 116 N National Fire Protection Association (NFPA), 59 National Geographic Speakers Bureaus, 129 National plan, for alliances, 80 Natural risk, 59t New York City, 142 NFPA See National Fire Protection Association (NFPA) Nutrition, menu planning and, 159 O Obama, Barrack, 2009 inauguration of, 136 Objectives of event attendees, 108–109 message, 189–190 organizations and, 34 SMART, 126 Off-duty police officers, 66 On-call staff, 155 Organizations internal look at, 31t performance of (See SWOT analysis) stakeholders of, 30 vision and mission statements in, 33 Organizing a Fund-raising Charity Run Just a Walk in the Park?, 110 Outdoor events, permits for, 219 Owner of MEEC, 206 P Paging system, 164 Parking, in design site layout, 149 Par levels system, in hotels, 153 Participants in MEEC, 206 as stakeholders, 73 Partnership opportunities, 192–193 The Party Where Nobody Came, 112 Payment methods, currency considerations and, 103 Payment reconciliations, 103 PCMA See Professional Convention Management Association (PCMA) People, in marketing, 171–172 PER See Post-event report (PER) Performance/function budget, 98 Permits, license and, 115, 142 PERT, 50–51, 51f PESTELI trends analysis, 31–32, 32t Photographs, 181 Place, in marketing, 171 Planet Planit, 115 15/10/14 9:52 PM www.downloadslide.net 234 index Planned events, categories of, 126 Planner, 21, 162 Planning See also Event program planning; Food and beverage planning; Promotions planning; Site planning; Strategic planning activities, 82–84 for alliances, 80–81 MEEC, 25–26 scenario, 32–33 Planning cycle, 36 Planning phase, in project lifecycle, 43f, 45 Plated (American) service, 161 Plated buffet service, 161 PMBOK, 46 PMI, 41, 46 PMP See Project Management Professional (PMP) Policies and procedures, budgets and, 102 Political, Economic, Social, Technological, Environmental, Legal, and Industry trends analysis See PESTELI trends analysis Politics in developing plan for alliances, 80 menu planning and, 158 Post-event report (PER), 46 Post primary sales initiatives, 215 Post-purchase behavior, in consumer decision making, 195 Power definition of, 75–76 event professionals and, 76 of the stakeholder, 81 Predinner receptions, 159 Pre-event research, 110–113 Premiere Motivational Speakers Bureau, 128 Preset service, 161 Press invitation, 178 Press list, 178 Press/Media, as stakeholders, 73 Press releases, 178–179 Price, 172, 219 Pricing strategy, 171, 219 Primary data, 44 Primary sales initiatives, 205–215 See also Secondary sales initiatives budget, 210–211 competitors, 210 consumer behavior, 206–207 demographics, 207–208 Z01_FENI1749_01_SE_IDX.indd 234 design, 212–213 historical data, 205 implementation, 213 marketing initiatives, 213–215 post, 215 psychographics, 209 sales plan, 213 stakeholders, 209–210 SWOT analysis, 205–206 venue, 211–212 Privacy laws, 117 Probability-consequences analysis, 60, 60t Problem recognition, in consumer decision making, 194 Process, in marketing, 171–172 Product, in secondary sales initiatives, 217 Production and Logistics in Meetings, Expositions, Events, and Convention, 25 Product(s) in marketing, 171 utilizing MEEC to sell, 205 Professional Convention Management Association Education Foundation, 113 Professional Convention Management Association (PCMA), 192 Professionalism, 24 Profile and image, site specifications and, 141 Program meeting or event, 151 stakeholders and planning, 81–84 Program evaluation and review technique (PERT) See PERT Programming expenses, 92 Project charter, 45, 47 Project Management Communications Bible (Dow and Taylor), 42 Project Management Institute (PMI) See PMI Project management plan, 47–48 Project management (PM), 23, 42–52, 43f, 224 Project Management Professional (PMP), 41 Project schedules and charts, 49–52 Project scope, 47 Project team, 43 Promotional mix, 189 advertising, 188 personal selling, 188 public relations, 188 sales promotion, 188 Promotions planning See also Advertising; Promotional mix; Public relations (PR) consumer decision making, 193–195 cross, 191, 192–193 invitation letters, 193 in marketing, 171 message objectives, 189 partnership opportunities, 192–193 plan, 190–191 promotional activity budget, 190 sales, 188, 196 size of target markets, 189 sponsorship, 191–192 strategies to stimulate action: urgency to buy, 191 Protocols, developing, 83 PSA See Public Service Announcement (PSA) Psychographics, 35, 173, 209 Public health, 157 Publicist, 178 Publicity, 178, 214 Public relations (PR), 178, 198–199 Public Service Announcement (PSA), 179 Purchase decision, in consumer decision making, 195 R Radio frequency identification (RFID) See RFID Radio frequency identification tags See RFID tags Reach, media’s, 174, 188 Receptions, 159, 160 Reception service, 161 Recruitment, of event speakers and entertainers, 128 Red Lion Hotel on Fifth Avenue, in Seattle, 145–146 Refund policies, 102 Regional alliances, developing plan for, 80 Registration costs, as expenses, 92 setting, budgets and, 94 Regulations and legislations liquor laws, 156–157 public health, 157 Relationships stakeholders, 81 stakeholders, managing, 84 Religious events, segments of, 20 Request for proposals (RFPs), 45 Research, pre-event, 110–113 Resources allocation, 31, 36 15/10/14 9:52 PM www.downloadslide.net index 235 Retail events, segments of, 20 Return on equity (ROE), 102 Return on investment (ROI), 100–101, 196 Return on objectives (ROO), 101t Reunion, Under-attended, 189 Revenue determining sources of, 90–91 event budget, 99t projecting, in budgets, 94 US meetings industry and, 22 RFID, 197 RFID tags, 135 RFPs See Request for proposals (RFPs) Risk assessment, 58, 117 analysis of risk, 59–61 exercise, 60, 61 identifying possible risks, 59 importance of, 137 Risk management planning (RMP), 47–48 definition of, 111 developing, 62–63 Risk mitigation/management, 224 contingency plan, 63 definition of risk management, 55–56, 137 exercise, 63 insurance and contracts, 63 skills of, 23 Risk(s) See also Risk assessment; Risk management; Risk management planning (RMP); Risk mitigation/management; Risk team analysis, 58 categories of, 59, 59t definition of, 36 management event, 135–137 plan implementation, 67 planning, 56 in pre-event research, 111 Risk team creating, 56 in developing risk management plan, 62 for meetings and business events, 57–58 ROE See Return on equity (ROE) ROO See Return on objectives (ROO) Room setups, 163–164 space planning, 164–168 tabletop, 168 Room Viewer, 166 Royalty-free photographs, 181 Russian (Silver) service, 161–162 Z01_FENI1749_01_SE_IDX.indd 235 S Safety, 112, 149 Sales exhibit, 91, 100 initiatives, 204-202 leads, 214 permits, 219 promotions, 188, 196 as source of event revenue, 90 space, 211-195 strategy, 213 tactics, 213 tax, 220 Scenario planning, 32–33 Scope creep, 47, 49 Secondary data, 44 Secondary sales initiatives, 215–220 financial management and price strategy, 219 intellectual property, 220 logistics requirements, 218–219 permits, 219 product display, 217–218 product in, 217 sales tax, 220 signage, 218 space requirements, 216 staffing, 218 type of MEEC, 216 Security, 65–67, 66t, 151 Security license, 142 Security service organizations, 142 Selling, direct, 197 Senior citizens, food for, 157 Service contractors, 21, 150–151 Services, 150 7-Point Event Safety Plan, 112 Shareholders/creditors, as stakeholders, 73 Short term strategic planning, 29 Signage, 134, 149, 218 Silent auction, 122 The Silver Lining (Case study), 64 Site identification conducting site inspections, 145–146 developing site selection criteria, 144–145 evaluating potential sites, 146 selecting the site, 146–147 Site management, 23 Site planning, 139 See also Design site layout; site identification; Site specifications Site selection, 140 See also Site specifications Site selection criteria, development of, 144–145 Site specifications, 140 accessibility, 143–144 budget, 140–141 expected attendance, 142–143 facilities, 142 licensing, 142 profile and image, 141 site flexibility, 143 Situation and feasibility analysis, in strategic planning, 30–33, 31t Situation-Target-Proposal, in strategic planning, 29t Size of event, in site selection criteria, 144 of target markets, 189 Skills, in MBECS, 23–24, 25 SMART principle, 126, 213 Smith Travel Research (STR), 128 Social events marketing for, 171 segments of, 20 Social media, 176–177 Social media outlets, 197–198 Space in design site layout, 147 planning, 164–168 requirements, 216 Speaker(s) Ben Stein as, 187 determining, 128–130 fees of, 129 keynote, 50 SPECIAL, in promotion plan, 190 Special Diet, 157–158 Special events, 20, 21 Specific, Measurable, achievable, relevant, or realistic, and timebound (SMART) See SMART principle Specifications and guidelines attrition, 154 food planning, 154 guarantee, 154 par levels system, 154 Sponsors, 73, 76–77, 162 Sponsorship(s) benefit grid, 77–78 establishing budget for, 96–97 fees, formula for setting, 97 marketing contract, 78 promotions and, 191–192 as source of event revenue, 91 Sporting events, segments of, 21 Staff, on-call, 155 15/10/14 9:52 PM www.downloadslide.net 236 index Staffing, 155, 218 Staging checklist, 132 speaker/entertainer, 130 technical requirements and, 132–133 Stakeholder(s), 23, 76 See also Stakeholders management definition of, 72 demographics of, 173 event, 172 external, 28, 72 interaction with, 83–84 interest in event planning, 72–73 interests and goals of, 82 internal, 28, 72 opportunities and challenges, 73–75 of organizations, 30 psychographics of, 173 Stakeholders management determining impacts of stakeholders, 75–81 identifying stakeholders, 72–75 managing stakeholders relationships, 84 planning programs and activities, 82–84 of relationships, 81, 84 Standalone receptions, 159 Standards, uses of, 24 Statement of activities See Income Statement of cash flows, 89 Statement of financial position See Balance sheet Steady extras, 155 Stein, Ben, 187 Stock photography, 181 STR See Smith Travel Research (STR) Strategic planning, 23 See also Strategic planning process approaches of, 30t definition of, 28 importance of, 28–139 introduction to, 27 long term vs short term, 29 of MCI, 29 situation and feasibility analysis, 30 Strategic planning process, 28, 29 concept development, 34–37 future direction, 33–34 Z01_FENI1749_01_SE_IDX.indd 236 monitoring and measuring meeting/ event success, 37–38 situation and feasibility analysis, 30–33, 31t Strategy(ies), 191 co-locating, 192 crowd management, 133–135 definition of, 28 in developing plan for alliances, 80 sales, 213 Strengths, Weaknesses, Opportunities, and Threats analysis See SWOT analysis Structures, 139, 147–148, 150 Success measuring, of meeting/event, 37–38 Suitability, in site selection criteria, 145 Suppliers, as stakeholders, 73 Support, stakeholders and, 76 Sustainability, 151 The Sweep or Waiter Parade See The Wave SWOT analysis primary sales initiatives and, 206–207 in strategic planning, 31, 31t SWOT tool, 31 T Table, 98 Table service styles, 161–162 Tabletop, 168 Target audience, 172, 174, 175 Target markets, 35 identifying, 172–173 locating, 173–174 size of, 189 Team-building activities, 222 Technical requirements, staging and, 132–133 Technology costs of, 91 events and, 113 importance of, 114 risk, 59t Telephone marketing, 175 Test market, 208 Time management plan, 49 Town hall forums, in US, 22–23 Trade-out advertising, 176 Transportation accessibility, event locations and, 127 Transportation expenses, 92 TRASHed at the Coachella Music and Arts Festival in Indio, California (Case study), 177 U Urgency, 76 U.S Patent & Trademark office, 220 Utilities, in design layout, 148 V Value added tax (VAT), 94 Vanagell, Carolyn, 125 Variable costs, 88, 99t VAT See Value added tax (VAT) Vegans, 158 Vendors setting up master accounts with, 102 as stakeholders, 73, 78–79 Ventilation, 164 Venue, 141, 211–212 Viral marketing, 177 Vision statement, 33 Voluntary stakeholders, 72 Volunteer recognition celebration, 48–49, 49f Von Bertalanffy, Ludwig, 42 W Washington Speakers Bureau, 128 Washington State Convention Center in Seattle, 134 The Wave, 162 WBS See Work breakdown structure (WBS) Web and media analytics, in marketing, 184 Wedding planner, 21 Wi-Fi availability, room setup and, 164 "Word of mouth", 198 Work breakdown structure (WBS), 47, 48 Z Zero-based budgets, 97–98 15/10/14 9:52 PM www.downloadslide.net Z01_FENI1749_01_SE_IDX.indd 237 15/10/14 9:52 PM www.downloadslide.net Z01_FENI1749_01_SE_IDX.indd 238 15/10/14 9:52 PM www.downloadslide.net Z01_FENI1749_01_SE_IDX.indd 239 15/10/14 9:52 PM www.downloadslide.net Z01_FENI1749_01_SE_IDX.indd 240 15/10/14 9:52 PM ... Planning in Meetings, Expositions, Events, and Conventions 27 Meetings and Events as Complex Projects 41 Risk Management for Meetings, Expositions, Events, and Conventions 55 Stakeholder Management ... for Meetings/ Events Professionals About the Chapter Contributor Magnitude of the MEEC Industry Planning and Management of Meetings, Expositions, Events, and Conventions Meetings, Expositions, Events, ... a hands-on or step -by- step method for planning and managing gatherings in the MEEC industry Planning and Management of Meetings, Events, Expositions, and Conventions is based on the work of two