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http://www.ovations.com.au/team/5mins-greg-barnes.html
http://www.ovations.com/
MICE & the Destination
Destination Criteria
Venue selection criteria
Wisdom:Change comes silently, we need to accept it,
and make it our friend
50% of things a man knows now will no longer be true in 20 years, and 50% of what
man will know in 20 years has not been discovered today
Wisdom:Change comes silently, we need to accept it,
and make it our friend
50% of things a man knows now will no longer be true in 20 years, and 50% of what
man will know in 20 years has not been discovered today
Consumers are silently changing so destinations must change
The nature of the “new” markets demands:
o Consumer-led, not supply driven, attacko Marketing to attract customer’s attentiono Products to make it worth their timeo Experiences to match the promises
Building a Destination
Selection Criteria:o Does it deliver a great MICE producto Is it competitive and sustainable for investorso Does it have a strong e- and m- presenceo Does it offer value for money / timeo Does it give value for MICE stakeholderso Does it fit with overall economic development
The Destination Maker
Investors Public Sector
Consumers
MICEStakeholders
Property Market
COORDINATOR
How to determine the attractiveness of a destination?
1. Primary factors of an unchangeable kind
2. Secondary factors of a partially variable kind
3. Tertiary factors of an unstable kind
1. Primary factors of an unchangeable kind
Static Factorso Landscapeo Climateo Infrastructureo Cultureo Social
2. Secondary factors
Dynamic Factorso Tourism supplyo Politicalo Environmento Security and safetyo Trends in tourism
3. Tertiary factors of an unstable kind
Current Decision factors
o Marketingo Public Organizationo Priceo Private Organization
Keys to success are the customers
Do not ask what the destination can do for you, but what you can do for
the destination
1. Establish the aims and objectives of the MICE event
2. Put together the selection brief3. Select the destination4. Select the venue(s)
Step 1
Establish the aims and objectives of the MICE event
o SMART
o Enhance communicationo Forum for new idea generationo Increase commitment to decisionso Encourage co-operation between memberso Opportunity to promote aims of organization
o Change in informationo Change in understandingo Change in skillso Change in behaviouro Change in effort
Incentives can aim at:
o Dealerso Sales Personso Non Sales Personso Consumers
o Selling to new accountso Putting up product displayso Achieving customer satisfactiono Making specified purchaseso Moving full line of products
o Increase saleso Sell to new accountso Introduce new productso Improve Moraleo Bolster slow season
o Increase productivityo Increase qualityo Increase customer serviceo Decrease expenses
o Customer Loyaltyo Frequent buyso Getting attentiono Move slow items
o Provide a market place for buyers and sellerso Create connections between exhibitors and
visitorso Involve visitors with ‘hands on’ demonstration of
productso Find ways to interact intimately with visitors and
exhibitiono Add entertainment value to all aspects of the
exhibitiono Create additional revenue through F&B services
etc
Step 2
Put together the site selection brief
o Variables the Conference Organizer may consider for the particular event
o Consideration of the destination, site, its location and facilities available
o Property and venue selection following site tour
o General factors that may be important
o Size of groupo Profile of potential delegateso Characteristics or history of the organization
or groupo Desired image / prestigeo Preferred dates / timeo Number of rooms / type of accommodation
o Transport to location and venueo Food and Beverageo Exhibition Spaceo Physical requirements of programo Special activities / functionso Acceptable rates / budget
Step 3
Destination Selection
o Range of accommodation availableo Type, range, availability convention and
exhibition spaceo Convenience of destinationo Imageo Drawing powero Availability – recreational & entertainment
facilitieso Access – transport & infrastructureo Safety & Security
o Size of groupo Characteristic of organizationo Type of delegateo Timingo Season & climateo Other eventso Costo Pre/post tourso Entertainment/recreationo Transport
o What are the top criteria for choosing a MICE Destination?
o Motivation Factor The basic sizzle
o Quality of serviceTreatment for participants
o Leisure ActivitiesBroad Spectrum
o AccessibilityValue for distance
o Cost“Just” a selection Criteria
o Selection Criteria ○ Subjective Evaluation Criteria
o Air Access ○ Responsivenesso Sightseeing ○ Negotiabilityo Activities ○ Creativityo Quality Operation ○ Understanding MICE
Flexibilityo Competitive Edge○ Price/Value
1. THE BUDGET2. TIME OF THE YEAR3. BUSINESS OR PLEASURE4. DEMOGRAPHICS OF THE WINNERS5. MICE HISTORY6. ACCESSIBILITY7. FACILITIES8. THINGS TO DO9. INCENTIVEEXPERTISE10. PERSONAL EXPERIENCE
Challenges for Incentive Buyers
o Unpredictable costso Site selectiono Unreliable travel supplierso Failure to understand MICE ‘groups’o Package programso Lack of promotional support materialso Difficulty in evaluating the program
Major Challenges
o Industry Cooperationo Competitive Destinationso Government Supporto Infrastructureo Training
○ Appeal ○ Image ○ Accessibility
○ Value ○ Safety ○ Climate○ Activities ○ Attraction ○
Festivals○ Festivals ○ Accommodation ○
Transportation○ Airport facilities ○ Human Resources ○
Restaurants○ Government ○ Official tourist organization○ Destination Management
The “VALUE CHAIN”
Each supplier is part of the chain, the weakest part denotes the strength of the destination!
Do not ask what the destination can do for you, but what you can do for the
destination
Step 4
Venue Selection
Physical Attributes
o Locationo Convention and meeting roomso Accommodationso Other
RenovationOther groups using facility at same time
Quality of Service:
oQuality, consistency and reliabilityoCommunicationoAttitude of venue staffoPrompt, clear courteousoDependability and experience of venue staff
Understand the conference objectives
○ Training/education ○ Recognition/reward○ Organization/review ○ Networking○ Motivation/Productivity stimulus ○ Recreation/incentive
Consider the venue type & style ○ Hotel ○ Auditorium○ Resort ○ 5-star, 4-star, 3-star ○ Convention Centre ○ Reputation ○ Function Centre ○ Perception
Consider the venue location & access
○ CBD ○ Interstate○ Metropolitan ○ International○ Regional/Country ○ How will everyone get there?
Define Basic Requirements
○ Delegates – how many, who are they, ○ Main meeting room – pillars, sightliness, what do they expect
○ Breakout/syndicate rooms(s)