Meaning and Importance of Meeting Conventions and Exhibition

Meeting

Conference, workshop, seminar or other event designed to bring people together for the purpose of exchanging information

Do not include exhibits

Convention

An event in which meetings are combined with exhibitions

Exhibition

An event designed to bring together providers of products, equipments, and services in an environment in which they can demonstrate their products and services to a group of participants in a convention or trade show

Role of Convention and Exhibition Industry in the Tourism Industry

Major source of revenue for the tourism industry comes from the meetings, conventions, and exhibitions segment of the industry

Need to communicate with one another face-to-face has been the driving force behind growth of the industry

Components of Convention Industry

Planners and groups they represent Host facilities Services Exhibitors

PlannersIndividuals or groups that plan

meetings, conventions, and exhibitionsCategorized into:

Corporate meeting plannersAssociation meeting plannersIndependent meeting planners

Host facilities

Provide lodging, meeting rooms, food and beverages

Examples:HotelsConference centersResort hotelsUniversitiesBed and breakfast inns, etc.

ServicesRefer to individuals and organizations that

provide support for meeting, conventions, and exhibitions segment of the tourism industry

Examples: Transportation companies Attractions Tour guide companies Entertainers

ExhibitorsPersons who work for the companyAka. advertising director,

communications director, director of marketing who is involved with the corporate exhibit program

Main aim: introduce their products ,both old and new, to an interested audience

Exhibitors

Financially linked with all segments of the meetings, conventions, and exhibition industry

Provide much of the revenue needed for the planners to hold meetings, conventions, and exhibitions

History of Meetings, Conventions, and Exhibitions Ruins were discovered by archeologists

where primitive people gather to discuss common interests

Each village or hamlet has its common gathering place

Later, cities became the meeting places for people who wanted to trade goods or discuss problems

As cities became center of activities for geographical regions, and transportation improved, desire of people to gather to discuss common interests became widespread

Trade associations, professional, fraternal and religious organizations (most with historical roots in Europe) gather to discuss relevant issues

Discussion of trade regulations as well as selling or trading of goods were the main reasons for convening

In US- such activities took place only in the mid 1800’s.

In PH- Manila pioneered international meeting industry in Southeast Asia

1976- Manila opened doors to Asia’s first full-pledged convention center

1996- Manila is the leading destination for meetings, conventions and exhibitions

The Growth of the Meetings, Conventions, and Exhibition Industry

Factors that contributed to this growthMeeting planners associationsAirline industryLodging industryConvention centersConvention bureausConference centersMeeting technologyGround handlers

Meeting Planners Association

Provides emphasis in education Includes rise of independent meeting

planners, increase in the number of women planners, certification and development of standards, and integration of travel agents into the profession

Airline industry

Enabled people to travel quickly and efficiently

Deregulation of airline industry which resulted in the vigorous competitions among airlines to attract more passengers

Lodging industry

Hotels grew and became convention centers

Hoteliers learned to adopt their services to different clients

Property marketing directors learned hot o work with meeting planners

Convention centers

Convention centers expanded in terms of exhibition spaces, accessibility, and storage facilities

Able to accommodate all activities of a convention and trade show under one roof

Convention bureaus

Number of bureaus has doubled since 1980 from 100 to 250

Their operators have become more professional and actively participate in industry and association affairs

Conference centers

The “business only” appearance before was replaced by modern restaurants, recreational facilities and the latest high-tech audio-visual equipment

Meeting technology

Modern visual equipments Video projectors360 degree projection techniquesMulti-image presentationsUnique sound systems

Ground handlers Effective arrangements become

necessary as meeting and conventions become more complex

Ground arrangements include:Planning toursTransportationSight-seeingBanquetsHotel reservations

Creative meeting programs were developed by convention service companies

Importance of Holding a Convention/ Exhibition

Generate tremendous amount of revenue Travel sales form meetings, conventions,

and exhibitions are important in economy of all levels of government

International Association of Convention and Visitors Bureau conducted studies which showed that approximately 82 million delegates attended 267,810 meetings with a direct economic impact of more than USD 56.6 B

Key Players in the Industry

Key Players in Convention and Meeting Industry Association Convention centers Conference centers Corporate meeting planners Independent meeting planners Tour operators Tradeshows and expositions Hotels Convention and visitor bureau Incentive travel

Association Organized body that promotes and

enhances a common interest activity or purpose.

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 and to maintain work standards

Classifications of AssociationsTrade associations

Non-profit whose aim is to meet needs of for-profit businesses

Members include business firms that share a common interest

Example: Professional Convention Management Association which brings together people who are interested in the convention and meetings industry

Professional associations Non-profit organizations that are not

involved with business firms Organized to assist individuals in the pursuit

of their common goals and interests. Categorized into

Those with common personal interests (American Association of retired Persons)

Those which includes scientific, engineering, and learned societies (Council on Hotel, Restaurant, and Institutional Education)

Dedicated to religious, charitable, public service (American Heart Association)

Convention Centers Public assembly facility which is designed

to host meetings and exhibits under one roof.

Has a provision for banquet, food and beverage and concession service.

Most are government owned and are operated by a designated board or authority o government owned and operated by privately owned management companies

Examples:Philippine International Convention

CenterJacob K. Javits Convention Center in

NYAnaheim Convention Center in CA

Convention centers offer large, flexible spaces to host trade shows and smaller rooms fro banquets, meetings, and associations parties.

Convention and visitors bureau help market he convention centers

Historically, convention centers were established to service the community.

Recently, convention centers became profit centers (rental fees, catering, concessions, vending)

They also have begun to offer specialized services to exhibitors who participate in shows held in the facility (electrical, telephone, stage construction, lighting, plumbing, air, and sound)

Conference Centers Specialized hospitality operation which

aims to facilitate and support small to medium size meetings of 20-50 people

Established to meet growing demand for specialized meetings

Majority of these facilities provide overnight accommodation unlike convention centers

Emphasis is on comfort and privacy to attendees

Unique feature: provides continuous refreshment throughout the meeting thus allowing attendees to take a break whenever they feel like doing so

Charges only one price that includes meals, room rates, meeting rooms, audiovisual equipments, coffee breaks, and paper supplies needed by the participants

Tour Operator

Work with meeting planners in arranging tours and activities for meeting attendees and their families who combine business with pleasure

Tour operators often create tour packages for the spouse, guest, or children of the convention attendees

Trade shows and Expositions

Also called scientific/technical conferences Exhibition- traveling shows such as art

exhibitions Exposition- public shows Trade shows- private shows open to those

involved in the industry

All these terms describe and 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, thus, exchange of information

History of trade shows:

Trade shows or expositions started when caravans crossing desert would meet and exchange products (Evan St Lifer)

In US, 1876 when Alexander Graham Bell showed his telephone at the Philadelphia Centennial Exposition, showing America’s first 100 years

Industrial era: marketing of products became very important.

Salesmen spent most of their time on the road selling their products

Later, they began renting hotel rooms to display their wares

As trade show industry expanded, hotels became insufficient to use.

Mid 1920s, hardworking individuals develop an exhibit hall in which large groups of exhibitors who shared a common product showcased their wares together, giving trade show a new look

At present, trade show industry is the most exciting, dynamic, and economical means for marketing individuals to achieve their sales goals

With the increasing number of attendees, cities now compete for the trade show business

Key players in trade show industry:Trade show sponsors

Trade or professional associations who use the trade show as a n important part of their meetings or conventions to generate revenue

Ex: National Restaurant Association sponsors NRA trade show every May in Chicago

Exposition or show managersResponsible for all aspects of the

trade showService contractors

Individuals responsible for providing all the services needed to run facilities for a trade show

They should be multi-talented, creative, and equipped to serve all exhibit requirements

Hotels

Provide comfortable overnight accommodations for out-of-town guests for a meeting, convention, or trade show.

Meetings and conventions have become a major source of revenue for hotels

Most hotels have meeting rooms, convention facilities, and small exposition halls

Convention service managerMost important person in the hotelLiaison between meeting planner and

hotelMain role: service the meeting or

convention by talking to the meeting planner

Represent various department heads of the hotel

Increases marketability of hotels as convention sites

Convention and Visits Bureau

Non-profitable organization designed to solicit visitors and conventions to a community

Majority are privately owned, others are housed within the state government

Funded by hotels accommodations tax

Coordinates all activities of meetings and conventions:Marketing the destinationsProviding information about possible

host facilitiesCoordinating familiarization tours for

meeting planners and association executives

Liaison between the group and several suppliers

Incentive Travel

Travel is sometimes used by companies as an option in incentive program among personnel

Incentive program consist of contest with a prize or reward designed to increase sales, improve morale, increase productivity, and enhance quality service

Contest last for a few months ot one year

Prizes awarded show the level of attainment achieved during the contest and may consist of money, merchandise, or travel

In the US, USD 5B is spent annually on incentive travel

Average expenditure per person is more than USD 2,500

Average length of stay: 5 nights Average number of participants: 140

This market segment is the target of convention and visitor bureaus than individual visitors

Incentive groups represent the corporations elite who have a great influence on other corporate business

When convention and visitor bureaus undertakes marketing strategy for the market segment,

they should identify first the companies that offer travel among their incentives,

corporations that promote their own incentive programs

and travel agents who are involved in incentive efforts