Meetings, Expositions, Events, and Conventions An Introduction to the Industry

For courses in events and convention management.

The most thorough, up-to-date text on the MEEC industry
Meetings, Expositions, Events, and Conventions: An Introduction to the Industry  gives a comprehensive overview of the burgeoning field of planning and producing MEEC – meetings, expositions, events, and conventions. The text is a collection of contributions and selections from some of the industry’s most notable educators and practitioners. It features case studies and vignettes relating the material to careers within varied segments of the field, along with discussions of new trends. Full of updated material and statistics, the 5th edition reflects feedback from adopters and reviewers to improve upon the previous edition.

George G. Fenich, Ph.D., is a professor in the School of Hospitality Leadership at East Carolina University. Dr. Fenich worked in the hospitality industry for 15 years before joining academe. He teaches and researches in the area of conventions and meetings, has written over 75 academic articles, and has presented at over 200 conferences – including the International Council on Hotel Restaurant and Institutional Education, the Destination Marketing Association International, the Association for Convention Operations Management, the International Association of Assembly Managers, AHTMM in Istanbul, Taipei, and Mauritius, the International Conference on Meetings & Events held in Shanghai, China, the Professional Convention Management Association, and IMEX: America and Frankfurt, among others. He is on the editorial board of six academic journals – including editor-in-chief for the Journal of Convention and Event Tourism. He is also the principal of the consulting firm Fenich & Associates LLC.

Brief Table of Contents

PART 1: INTRODUCTION
1. Introduction to the Meetings, Expositions, Events, and Conventions Industry (MEEC)
2. Meeting, Exhibition, Event, and Convention Organizers and Sponsors

PART 2: KEY PLAYERS
3. Destination Marketing Organizations (DMOs)
4. Meeting, Expositions, Event, and Convention Venues: An Examination of Facilities Used by Meeting and Event Professionals
5. Exhibitions and Trade Shows
6. Service Contractors
7. Destination Management Companies
8. Special Events Management

PART 3: IMPORTANT ELEMENTS IN MEETING, EXPOSITION, EVENT, AND CONVENTION PLANNING
9. Food and Beverage
10. Legal Issues in the MEEC Industry
11. Technology and the MEEC Professional
12. Sustainable Meetings and Events
13. Planning MEEC Gatherings
14. Producing Meetings and Events
15. International Aspects in MEEC
16. Putting It All Together


Detailed Table of Contents

PART 1: INTRODUCTION

1. Introduction to the Meetings, Expositions, Events, and Conventions Industry (MEEC)
Chapter Objectives
What Is the Meetings, Expositions, Events, and Conventions Industry?
Industry Terminology and Practice
MEEC Industry Terms
The Organizational Structure of the Hospitality Industry: How MEEC Fits in
    Lodging
    Food and Beverage
    Transportation
    Attractions
    Entertainment
    Overlapping Industries
History of the Industry
Evolution and Maturation of the MEEC Industry
MBECS
MBECS Standards
    Uses for Meetings and Events Professionals
    Uses for the Academic Community
    Uses for Associations
Accepted Practices Exchange
Ethics
Trouble Spots to Avoid
What to Practice
Suggested Industry Etiquette (Professional Courtesy)
What Does a Meeting or Event Professional Do?
Careers in and Around the MEEC Industry
    The Meeting Sponsor
    The Facility
    The Destination
    All Others Who Provide Services for Meetings
Which Career Is Right for You?
Trends and Best Practices
Summary
Key Words and Terms
Case Study
Review and Discussion Questions
About the Chapter Contributors

2. Meeting, Exhibition, Event, and Convention
Organizers and Sponsors
Chapter Objectives
Who Holds Gatherings?
Corporations
    Types of Corporate Gatherings and Events–Their Purposes and Objectives
    Department and/or Individuals Responsible for Organizing and Planning
Corporate Meeting Planning
Associations
Association Meeting Planning
    Types of Associations
    Types of Association Gatherings and Events–Their Purposes and Objectives
    Marketing and Attendance
    Department and/or Individuals Responsible for Organizing and Planning
Government
    Security
    Department and/or Individuals Responsible for Organizing and Planning
Government Meetings Are Different from a US Perspective
Other Organizations Arranging Gatherings
    Political Organizations
    Labor Unions
Entities That Help Organize Gatherings
Exhibition Management Companies
Association Management Companies
Meeting Management Companies
Independent Meeting Managers
Professional Congress Organizers
Trends and Best Practices
Summary
Case Study
Key Words and Terms
Review and Discussion Questions
About the Chapter Contributor

PART 2: KEY PLAYERS

3. Destination Marketing Organizations (DMOs)
Chapter Objectives
The Role and Function of Destination Marketing Organizations
What Is a Destination Marketing Organization?
The Purpose of a DMO
If DMOs Do Not Charge for Their Services, How Do They Make Money?
Attracting Leisure Travelers
It’s All About Marketing
    Website
What a DMO Can Do for Meeting Professionals
What Meeting Planners Need to Know About DMOs
A Business Case for DMOs: How DMOs Provide Return on Investment to Their Communities
2015 DMO Organizational & Financial Profile Study
    DMO Departments and Staff
Activities of DMOs Relative to Convention Marketing and Sales
Sales Processes
Site Review and Leads Process
Convention Lead Sheet
Site Inspections
DMO Services for Meeting Professionals
The Changing Scope of DMO Responsibilities
Destinations International
DI Professional Development Offerings
Certified Destination Management Executive
PDM Program
Accreditation
DI Research
Event Impact Calculator
DestinationNEXT
Destination & Travel Foundation
Association of Australian Convention Bureaux
Trends
DMMOS
Vienna Convention Bureau–About Us
Summary
Case Study Pittsburgh Is Unexpectedly Chosen to Host the G-20 Summit
Key Words and Terms
Review and Discussion Questions
About the Chapter Contributor

4. Meeting, Expositions, Event, and Convention Venues: An Examination of Facilities Used by Meeting and Event Professionals
Chapter Objectives
Hotels
Physical Characteristics
    Meeting Room Spaces
    Other Hotel Meeting Spaces
Financial Structure
Negotiating Your Event
    Room Rates
    Food and Beverage
    Other Revenue Generating Departments
    Local Meetings and Events
    Seasonality
Industry Spotlight: A Passion For Hospitality!
Convention Centers
Financial Structure
Negotiating for Your Event
Conference Centers
Meeting Room Spaces
Associations and Consortiums
Food and Beverage
Negotiating Your Event
Cruise Ships
Negotiating Your Event
    Seasonality
Industry Spotlight: Cruising Royal Caribbean Style–Where Energy and Innovation Meet!
Specific Use Facilities
Financial Structure
Considerations for Your Event
Colleges and Universities
Considerations for Your Event
    Food and Beverage
Consortiums
Retreat Facilities
A Special Retreat Facility
Unusual Venues
Associations and Consortiums
Industry Spotlight
Outdoor Events
Outdoor Venue Challenges
Outdoor Tents
Outdoor Venue Permits
Trends
Summary
Key Words and Terms
Case Study
Review and Discussion Questions
About the Chapter Contributors

5. Exhibitions and Trade Shows
Chapter Objectives
History
The Current State of the Exhibition Industry
Types of Shows and Exhibitions
Trade Shows or Business-to-Business (B2B) Shows
Consumer Show or Business-to-Consumer (B2C) Shows
Consolidation Shows (Also Called Combined or Mixed Shows)
Exhibition Management: Key Players
Exhibition Organizer
Facility Manager
General Service Contractor
Knowledge, Skills, and Abilities (KSAs) of an Exhibition Manager
Considerations in Managing a Show
Location
Shipping and Storage
Marketing and Promotion
Technology
Risk and Crisis Management
Exhibitor Perspective
Why Exhibit?
Exhibit Design Principles
Top Reasons Exhibitors Fail
Staffing the Exhibit
Measuring Return on Investment
ROI
Trends and Best Practices
Summary
Key Words and Terms
Case Study Namm
Review and Discussion Questions
References
About the Chapter Contributor

6. Service Contractors
Chapter Objectives
Definition of the General Services Contractor (GSC)
General Service Contractor Responsibilities
Labor/Trade Unions
The Case of Exhibiting in a Unionized City
Evolution of Service Contractors
Organization of a General Services Contracting Company
Types of Service Contractors
Specialty Service Contractors
The Translator Who Knew Too Much
Exhibitor Appointed Service Contractors
The Relationship Between Contractors and Event Organizers
Resources in the Service Contractor Industry
So, How Does It All Work?
Best Practices
Summary
Case Study
Key Words and Terms
Review and Discussion Questions
About the Chapter Contributor

7. Destination Management Companies
Chapter Objectives
Destination Management Company: Definition, Structure, and Services
Services Provided by Destination Management Companies
Destination Management Company versus Destination Marketing Organization
Business Structure of DMCs
The Destination Management Company Organization
Independent Operator
Multi-Services Operator
Destination Management Networks
Business Model of Destination Management Companies
Clients
    Corporate Accounts
    Association Accounts
    Incentive-Based Organizations
    Special Event Clients
Destination Management Company Operations
The Sales Process
Identifying New Business Opportunities
Request for Proposal
Site Inspections
Program Development
Program Execution
Transportation Services
Production of Events
Wrap-Up and Billing
Finding and Selecting a Destination Management Company
Association of Destination Management Executives
Best Practices in DMCs
Summary
Case Study
Key Words and Terms
Review and Discussion Questions
About the Chapter Contributor

8. Special Events Management
Chapter Objectives
A Working Definition of a Special Event
History and Background
Using Festivals in the Off-Season: “Rockin’ Mountains”
It All Begins with a Relationship
The Presidential Inauguration Day Parade
Examples of Special Events
Planning Tools for Special Events
Understanding Community Infrastructure
Special Event Marketing Considerations
Merchandising and Promoting the Special Event
Promotional Mix
Branding a Destination
Sponsorships for Special Events
The Great Garlic Cook-Off
New York City Marathon
Working with the Media for an Event
Understanding the Target Market for Your Special Event
A Very Special Wedding
Preparing for the Special Event
Software and Tools for Special Events
Getting a Permit
The Special Event Budget
Rental Costs
Security Costs
Production Costs
Labor Costs
Marketing Costs
Talent Costs
Breakdown of the Special Event
Trends and Best Practices in Special Events
Summary
Case Study
Key Words and Terms
Review and Discussion Questions
About the Chapter Contributor

PART 3: IMPORTANT ELEMENTS IN MEETING, EXPOSITION, EVENT, AND CONVENTION PLANNING

9. Food and Beverage
Chapter Objectives
Catered Events
On-Premise Catering
Off-Premise Catering
Style of Service
Menus
Food Consumption Guidelines
    Some General Guidelines
    Menu Restrictions
Contracts
    Food and Beverage Attrition
Beverage Events
Reasons for a Beverage Event
Categories of Liquor
    Spirits
    Wine/Champagne
    Beer
How Beverages Are Sold
    By the Bottle
    By the Drink
    Per Person
    Charge Per Hour
    Open Bar
    Cash Bar
    Combination Bar
    Limited Consumption Bar
Calculate Total Cost to Determine the Best Option
Labor Charges
Hospitality Suites
Examples
Rooms
Room Set Ups
    Aisle Space
    Tables
Tablescapes
EXAMPLES INCLUDE
Room Rental Charges
Service Requirements
Set Over Guarantee
Cocktail Servers
Service Timing
Trends and Best Practices
    Food Trends
Summary
Case Study
Key Words and Terms
Review and Discussion Questions
About the Chapter Contributor

10. Legal Issues in the MEEC Industry
Chapter Objectives
Negotiation
Negotiation Strategies
Negotiating Hotel Contracts
Case 1. SXSW Entertainment Contract
Negotiating Hotel Contracts
Naming Names
Contracts
Statute of Frauds
Parol Evidence
Key Hotel Group Meeting Contract Clauses
Attrition
Examples
Cancellation
Termination
Case 2. Sylvania versus Boca Raton Resort & Club
Dispute Resolution
Crisis Preparedness and Management
What Is Risk? What Is Crisis Preparedness?
Crisis Management
    Mitigation
    Preparedness
    Response
    Recovery
Americans with Disabilities Act
Case 3. US Department Of Justice versus Lesley University (2013)
Intellectual Property
Patents
Trademarks
Copyrights
    Music Copyright
Case 4. Trademark Infringement at an Exhibition
    Speaker/Entertainment Copyright
Labor Issues
Ethics in MEEC
Supplier Relations
Trends and Best Practices Regarding Legal Issues in MEEC
Summary
Case Study
Key Words and Terms
Review and Discussion Questions
About the Chapter Contributor

11. Technology and the MEEC Professional
Chapter Objectives
Virtual Site Selection and Research
Virtual Tours
Online RFPs
Meeting Industry Portals and Information Resources
Marketing and Communications
Websites and Strategic Communications
Event Websites
Mobile Websites
E-Blasts
    Opt-in
    Don’t Overdo It
    WIIFM (Technology-Version)
    Keep It Simple
Room Design Software
Selling the Show Floor
Online Registration
Social Media
Primary Social Channels
Live Streaming
Blogging
Podcasting
Hashtags
Social Selling
Event Apps
Desktop Tools
APEX
Virtual Trade Shows
On-Site Event Tech Infrastructure
Bandwidth
Technology Is Great: When It Works
Wired versus Wireless
Digital Recording and Streaming Media
Drones
Attendee Interaction and Communications
Beacons
NFC and RFID
Lead Retrieval Systems
Audience Response Systems and Speaker Interaction
Post-Conference Technology Applications
Evaluations and Surveys
Marketing the Media
Virtual and Augmented Reality
Virtual Reality (VR)
The Virtual Trade Show Booth Model
Augmented Reality
Artificial Intelligence and Big Data
Artificial Intelligence
Webinars and Hybrid Meetings
Webinars
Hybrid Meetings
Summary
Case Study
Key Words and Terms
About the Chapter Contributors

12. Sustainable Meetings and Events
Chapter Objectives
SAVOR . . . CHICAGO AT MCCORMICK PLACE
Green Meetings versus Sustainable Meetings
TIDBIT
Why Go Green
The Triple Bottom Line
    Profit (Economic Impact)
    Planet (Environmental Impact)
    People (Social Impact)
TIDBIT
Other Benefits of Sustainability
    Enhanced Brand Image
    Differentiation
    Cost Savings
    Raise Awareness
    Social Benefits
Sustainable Meeting Standards and Guidelines
Green Meeting Standards
ISO 20121
Ges Achieves Environmental Sustainability Certification
Creating a Process for Sustainable Practices
Step 1: Create a Plan
Step 2: Engage Internal Stakeholders in Supporting Your Plan
Step 3: Engage Vendors in Supporting Your Plan
Step 4: Track Your Performance
Step 5: Communicate the Results, Celebrate the Success
Step 6: Be Innovative and Have Fun!
Best Planet Practices
    Use Technology
    Choose a Local Destination
    Reduce, Reuse, and Recycle
    Volume Up
    Eat Local
    Decorate with Nature
    Use Paper Wisely
    Save Energy
    Inform Everyone
    Sources
Evaluation of Sustainable Efforts
MeetGreen Calculator 2.0
Sustainable Meeting Planner
Greenwashing
Grand Carolina Resort and Spa
Oregon Convention Center Replaces Lighting Fixtures with Energy Efficient Technology
Green Meetings Concierge at the Venetian Macao
Trends and Best Practices
Summary
Case Study
Key Words and Terms
Review and Discussion Questions
About the Chapter Contributor
Internet Sites

13. Planning MEEC Gatherings
Chapter Objectives
Setting Goals and Objectives
Determining the Meeting and Event Goal(s)
Needs Analysis
Developing SMART Objectives
    Examples of Meeting Objectives
Site Selection
Event Budgeting
Establish Financial Goals
Identify Expenses and Revenue Sources
Program Planning
Program Types
Program Content
Session Description
Session Scheduling
Example of an Association Meeting Schedule
Logistical Considerations
Registration
    Registration Fees
    Preregistration
Housing
Registration and Housing Companies
Refreshment Breaks and Meal Functions
Speaker Arrangements
Benefits of Using Volunteer Speakers
Challenges of Using Volunteer Speakers
Audio-Visual Equipment
Marketing and Promotion
Identifying Target Markets
Types of Marketing for Events
    Direct Marketing
    Indirect Marketing
Summary
Case Study
Key Words and Terms
Review and Discussion Questions
About the Chapter Contributor

14. Producing Meetings and Events
Chapter Objectives
On-Site Management
Registration and Housing
Food and Beverage
Function Room Layouts
    Auditorium or Theater Style
    Classroom Style
    Rounds
Common Issues Faced On-Site
    Obstacles
    Power
    Rigging
    Floors
    Access
Speakers and Entertainers
On-Site Audio-Visual
Ancillary Events
Meeting and Event Specification Guide
Controlling Costs
Managing the On-Site Team
Employees
Temporary Staff
Volunteers
On-Site Communications
Personal Communications
Use of Technology
    Determine and Acquire Communication Equipment and Resources
    Determine Technology Appropriate for Meeting/Convention/Event
    Types of Equipment
    Monitor On-Site Communications
Public Relations
What Is Public Relations?
Develop and Manage Media Relations
News Releases
Attract and Accommodate Media
Media Outlets
Selecting and Managing Spokespersons
Pre-Convention Meetings
The Father of the Bride
Post-Convention Review
Evaluation
Summary
Case Study
Key Words and Terms
Review and Discussion Questions
About the Chapter Contributors

15. International Aspects in MEEC
Chapter Objectives
How MEEC Varies Around the Globe
THE WORLD’S LARGEST FAIRS
Europe
    The Largest Exhibition Venue
Report From Cebit 2017
    The European Society of Cardiology (ESC) Congress
Asia
    China
    Thailand
    Korea
    Other Asian Countries
Australia
Africa
Middle East
Latin America
Ownership, Sponsorship, and Management Models
Professional Congress Organizer
Global Commercial Exhibition Organizing Companies
Important International Meeting and Trade Fair Associations
The International Congress and Convention Association
AIPC
UFI–The Global Association of the Exhibition Industry
International MEEC Considerations
Lessons to Be Learned
Methods of Exhibiting
Terminology
Contractual and Procedural Issues
Customs Clearance
Protocol
    Identity (Individualism versus Collectivism)
    Hierarchy (Power Distance)
    Truth (Uncertainty Avoidance)
Tips for Etiquette Around the World
    Other Considerations
Summary
Key Words and Terms
Case Study
Review and Discussion Questions
About the Chapter Contributors

16. Putting It All Together
Chapter Objectives
More Shampoo, Please
Case Study
The Association
Goals
Budget
Income
Request for Proposal
First Site Inspection
    Day One
    Day Two
    Day Three
Destination Selection
Second Site Inspection
    Day One
    Day Two
    Day Three
Marketing Committee
Creation of the Conference Program
Partnerships
Contracts
Meeting Timeline
One Year to Six-Month Countdown
Six Months to the Day of the Meeting
    Month Five
    Months Four and Three
    Month Two
    Month One
Pre-Meeting Activities
Meeting Day Activities
After the Meeting
Immediate Post-Meeting Activities
Two-Month Post-Meeting Activities
Summary
Key Words and Terms
Review and Discussion Questions
About the Chapter Contributors