1. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed. © 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved MEEC Chapter Nine Planning MEEC Gatherings

2. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Setting Objectives “What are the objectives of the meeting?” Objectives are the basis of Planning Process Objectives should be Clear Concise Measurable Objectives drive Program Planning Focus on attendees What will be their Return on Investment (ROI)?

3. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Setting Objectives Who is the Group? Why are they here? What is the Objective of the meeting? Impacts virtually all of meeting components Site selection Food & Beverage Transportation Room Layout and Set-Up Program Content Three Reasons People Attend Meetings Education Networking Conduct Business

4. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Importance of Education Return on Investment (ROI) and expectations of attendees Event (education) must be justified Meaningful program content Attendance based on quality of event/education Technology advances provide additional challenges and opportunities Web and video-conferencing Distance learning Virtual tradeshows CD-ROMs and DVDs of presentations

5. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Professional Certifications Associations provide current information and continuing education in a particular field Continuing Education Units (CEUs) Lead to certification or licensing Demonstrates level of competency in the profession Good source of revenue through application and testing fees, study materials, re-certification Certified Meeting Professional (CMP) Most recognized designation in meeting and conventions Administered by Convention Industry Council (CIC)

6. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Needs Analysis Age and gender of past attendees Level of expertise Position within organization’s hierarchy Hotel amenities preferred Medical or dietary needs Organization paying Guests of attendees (spouse) Importance of networking Distance attendees travel International guest special needs Special accommodations for disabled (ADA) Educational outcome expected Method of determining a meeting’s expectation Needs of corporation and association differ Consider

7. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Development of Smart Objectives Objectives Need to Be S.M.A.R.T. S-pecific M-easurable A-ttainable R-elevant T-ime-based

8. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Site Selection First establish meeting objectives Determining site is typically a group decision Factors to consider Rotation of location Location of majority of attendees Cost for planner and attendees Mode of travel Type of hotel or meeting facility Conference centers designated to hold meetings by International Association of Conference Centers (IACC)

9. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Request for Proposal (RFP) Basic information contained in the RFP Meeting name Start and end date Key contact information Expected attendance Number and type of sleeping rooms required Number and size of meeting rooms Exhibit space required Food and beverage requirements Acceptable rates for rooms, meeting rooms, exhibit space Expected “comps” and free services Cut-off date of the RFP

10. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Request for Proposal (RFP) Disseminated to preferred sites (often via Internet) Submit directly to hotels and facilities Submit to local CVB to distribute to properties Submit to Destination Marketing Association International Web site RFP allows hotels to examine economic impact of meeting and decide to create a bid Fam Trips are another method to promote a destination

11. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Budgetary Concerns Budget is major consideration next to objectives Budgetary issues include What is the cost to produce event? Who will pay? Will there be a registration fee? What types of food and beverage? What will be served? Will additional cost will be passed on to attendees? What revenue streams are available to produce and promote the meeting?

12. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Budgetary Concerns Step 1 - Establish goals Should incorporate the SMART approach Set by planner, association, corporate mandate Determine financial expectations of event Three possible financial outcomes: Break-even Profit Deficit

13. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Budgetary Concerns Step 2 - Categorize expenses by function Indirect cost Overhead or administrative items Fixed cost Expenses incurred regardless of number of attendees Variable cost Cost based on the number of attendees

14. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Budgetary Concerns Step 3 – Identify revenue sources Registration fees Corporate or association funding Private funding from individuals Exhibitor fees Sponsorships Logo merchandise Advertising fees Government assistance Sales of banner adds or links on official Web site Renting of membership address list for marketing Partnerships to promote other companies’ products for a fee

15. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Cost Control Cost controls are tool for monitoring budget Make sure facility knows who has signing authority The person from the organization that can make additions or changes to the order Accurately estimate amount of meals ordered Outsourcing rather than keeping someone on staff full time

16. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Control in MEEC Evaluating Design – a good design should be Simple, concise, completed in minimal time Self-administered are most common Qualitative Data “Hard” numerical – can be compared: scores, averages, ranks Quantitative Data “Soft” – a descriptive record of what is observed, then written

17. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Control in MEEC Designing and Implementing a Survey Simple, easy to complete One concept per question Avoid professional jargon, acronyms, abbreviations Easy first; difficult, personal last Personal or proprietary in ranges Keep anonymous Include meeting contact information; enables mailing Number all questions Readable – design fonts, graphics, and colors kept visibly simple Identify speakers by name Station someone to collect forms or have clearly marked collection boxes

18. Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ 07458. All rights reserved Review Setting Objectives Importance of Education Professional Certifications Needs Analysis Development of SMART Objectives Site selection Request for Proposal Budgetary Concerns Cost Control Control in MEEC