INTRODUCTION TO HOSPITALITY

MANAGEMENT
Fifth Edition

CHAPTER 12
Meetings,
Conventions, and
Expositions

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Introduction to Hospitality
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 Chapter Objectives

• After reading and studying this chapter,

the students should be able to do the
following:
1. List the major players in the
convention industry.
2. Describe destination management
companies.
3. Describe the different aspects of being
a meeting planner.
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Introduction to Hospitality
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 Chapter Objectives

• After reading and studying this chapter,

the students should be able to do the
following:
4. Explain the different types of meetings,
conventions, and expositions.
5. List the various venues for meetings,
conventions, and expositions.

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Introduction to Hospitality
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Development of the Meetings, Conventions,
and Expositions Industry

• People have gathered to attend

meetings, conventions, and expositions
since the ancient times, mainly for
social, sporting, political, or religious
purposes.
• The guilds in Europe were created
during the Middle Ages to secure proper
wages and maintain work standards.

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Introduction to Hospitality
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Development of the Meetings, Conventions,
and Expositions Industry

• Associations began in the United States

at the beginning of the eighteenth
century.
• The Meetings, Incentive Travel,
Conventions, and Exhibitions (MICE)
segment of the industry statistics point
to the fact that the average MICE
tourist spends about twice the amount
of money that other tourists spend.
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Size and Scope of the Industry

• According to the American Society of

Association Executives (ASAE), there
are about 90,908 trade and
professional associations.
• The association business is big
business.

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Size and Scope of the Industry

• Associations spend billions holding

thousands of meetings and conventions
that attract millions of attendees.

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Size and Scope of the Industry

• The hospitality and tourism industry

itself consists of a number of
associations, including the following:
– The American Hotel and Lodging
Association
– The National Restaurant Association
– The American Culinary Federation
– Destination Marketing Association
International
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Size and Scope of the Industry

• The hospitality and tourism industry

itself consists of a number of
associations, including the following:
– Hotel Sales and Marketing Association
International
– Association of Meeting Professionals
– Club Managers Association of America
– Professional Convention Management
Association
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Size and Scope of the Industry

• Associations are the main independent

political force for industries like
hospitality, offering the following
benefits:
– Governmental/political voice, marketing
avenues, education, member services,
and networking.

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 Key Players in the Industry

• Many major, and some smaller, cities

have convention centers with nearby
hotels and restaurants.
• The major players in the convention
industry are convention and visitors
bureaus (CVBs), corporations,
associations, meeting planners and
their clients, convention centers,
specialized services, and exhibitions.
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 Key Players in the Industry

• The CVB represents local businesses by

acting as the sales team for the city
with the outcome of increasing
revenues for the city’s tourist industry.
• A number of bureaus have offices or
representatives in these cities or a
sales team who will make follow-up
visits to the leads generated at trade
shows.
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 Key Players in the Industry

• The CVB sales manager will invite the

meeting, convention, or exposition
organizer to make a familiarization trip
to do a site inspection.

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 Business and Association
Conventions and Meetings
• Publicly held corporations are required
by law to have an annual shareholders’
meeting.

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 Business and Association
Conventions and Meetings
• Most also have sales meetings,
incentive trips (all-expenses paid trips
for groups of employees who met or
exceeded goals set for them), product
launches, focus groups, executive
retreats, seminars and training
sessions, and management meetings.

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 Business and Association
Conventions and Meetings
• When a corporation decides to hold a
gathering, it determines what the
budget will be, where the gathering will
be held, and who will attend.
• In the United States, almost 1.3 million
corporate events are held annually,
with a total attendance of 84 million.

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 Business and Association
Conventions and Meetings
• The total direct spending on these
events is over $30 billion per year, with
the average corporate event generating
almost $550,000.

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 Business and Association
Conventions and Meetings
• Associations represent the interests of
their members and gather at the state,
regional, national, and international
levels for professional industry-related
reasons; for annual congresses,
conventions, and conferences; and for
scientific, educational, and training
meetings.

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 Business and Association
Conventions and Meetings
• Conventions charge attendees a
registration fee and charge vendors for
booth space.
• Association conventions and meetings
attract crowds ranging from hundreds
to over 100,000.

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 Business and Association
Conventions and Meetings
• The larger associations book their dates
several years ahead, some in the same
place at the same time of year; others
move around the country.

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 Destination Management
Companies
• A destination management company
(DMC) is a service organization within
the visitor industry that offers a host of
programs and services to meet clients’
needs.

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 Destination Management
Companies
• Initially, a destination management
sales manager concentrates on selling
the destination to meeting planners and
performance improvement companies
(incentive houses).

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 Destination Management
Companies
• DMCs work closely with hotels;
sometimes DMCs book rooms, and
other times hotels request the DMCs’
know-how on organizing theme parties.

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 Destination Management
Companies
• A DMC does everything, including
airport greetings, transportation to the
hotel, VIP check-in, theme parties,
sponsoring programs, organizing
competitive sports events, and so on,
depending on budget.

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 Meeting Planners

• Meeting planners may be independent

contractors who contract out their
services to both associations and
corporations as the need arises, or they
may be full-time employees of
corporations or associations.
• About 212,000 full- and part-time
meeting planners work in the United
States.
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 Meeting Planners

• The professional meeting planner not

only makes hotel and meeting bookings
but also plans the meeting down to the
last minute.

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 Meeting Planners

• The meeting planner’s role varies from

meeting to meeting but includes the
following:
– Pre-meeting activities
– On-site activities
– Post-meeting activities

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 Service Contractors

• Service contractors, exposition service

contractors, general contractors, and
decorators are all terms that have at
one time or another referred to the
individual responsible for providing all
of the services needed to run the
facilities for a trade show.

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 Service Contractors

• Just as a meeting planner is able to

multitask and satisfy all the demands in
meeting planning, a general exposition
contractor must be multitalented and
equipped to serve all exhibit
requirements and creative ideas.

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 Service Contractors

• The service contractor is hired by the

exposition show manager or association
meeting planner.
• The service contractor is a part of the
facilities management team, and, to
use the facility, the sponsor must use
its service contractor.

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 Meetings

• Meetings are conferences, workshops,

seminars, or other events designed to
bring people together for the purpose
of exchanging information; the purpose
of meetings is to affect behavior.
• Meetings can take any one of the
following forms: clinics, forums,
seminars, symposiums, or workshops.

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 Meetings

• Meetings are set up according to the

wishes of the client.
• The three main types of meeting setups
are theater style, classroom style, and
boardroom style.

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 Association Meetings

• Every year there are thousands of

association meetings that spend
millions of dollars sponsoring many
types of meetings, including regional,
special interest, education, and board
meetings.

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 Association Meetings

• The things that top the list of what an

association meeting planner looks for
when choosing a meeting destination
include the availability of hotels and
facilities, ease of transportation,
distance from attendees, transportation
costs, and food and beverage.

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 Conventions and Expositions

• Conventions are generally larger

meetings with some form of exposition
or trade show included.
• A number of associations have one or
more conventions per year.
• These conventions raise a large part of
the association’s budget.

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 Conventions and Expositions

• Conventions are not always held in

convention centers; in fact, the
majority are held in large hotels over a
three- to five-day period.
• Function space is allocated for
registration, the convention,
expositions, meals, and so on.

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 Conventions and Expositions

• Expositions are events that bring

together sellers of products and
services at a location (usually a
convention center) where they can
show their products and services to a
group of attendees at a convention or
trade show.

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 Conventions and Expositions

• Exhibitors are an essential component

of the industry because they pay to
exhibit their products to the attendees.

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 Types of Associations

• An association is an organized body

that exhibits some variety of volunteer
leadership structure, which may employ
an activity, or purpose that they share
in common.
• The association is generally organized
to promote and enhance that common
interest, activity, or purpose.

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 Types of Associations

• The association industry is significant in

many respects—but it’s the big spender
when it comes to conventions and
meetings.

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 Historical Associations

• Today’s associations find their roots in

historical times.
• Ancient Roman and Asian craftsmen
formed associations for the betterment
of their trade.
• The Middle Ages found associations in
the form of guilds, which were created
to ensure proper wages were received
and to maintain work standards.
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Types of Historical Associations

• A Trade Association is an industry trade

group that is generally a public
relations organization founded and
funded by corporations that operate in
a specific industry.

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Types of Historical Associations

• A Professional Association is a
professional body or organization,
usually non-profit that exists to further
a particular profession, to protect both
the public interest and the interests of
professionals.

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Types of Historical Associations

• Medical and Scientific Associations are

professional organization for medical
and scientific professionals. They are
often based on their specific specialties
and are usually national.

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Types of Historical Associations

• Religious Organizations include those

groups of individuals that are part of
churches, mosques, synagogues, and
other spiritual or religious
congregations.
• Government Organizations can range
from federal, state, and local.

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 Types of Meetings

• Some of the types of meetings are

annual meetings that are held by private
or public companies, board and
committee meetings, fund-raisers, and
professional and technical meetings.
• Annual meetings are meetings that are
generally held every year by corporations
or associations to inform their members
of previous and future activities.
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 Types of Meetings

• Board meetings for corporations must

be held annually, and most
corporations hold meetings monthly or
four times a year.

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 Types of Meetings

• Committee meetings are generally held

at the place of business and only
occasionally are held in hotels.
• Seminars are frequently held in hotels,
as are workshops and technical
meetings.

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 Types of Meetings

• Corporate Meetings, Conventions, and

Expositions… corporations hold
meetings for reasons of educating,
training, decision making, research,
sales, team building, the introduction of
a new product, organization or
reorganization, problem solving, and
strategic planning.

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 Types of Meetings

• Many participants in meetings are

organized by either an association, a
corporation, or social, military,
educational, religious, and fraternal
groups (SMERF).
• Often, these groups are price conscious,
because of the fact that the majority of
the functions sponsored by these
organizations are paid for by the
individual.
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 Types of Meetings

• Incentive meetings: the incentive

market of MICE continues to experience
rapid growth as meeting planners and
travel agents organize incentive travel
programs for corporate employees to
reward them for reaching specific
targets.

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 Meeting Planning

• Meeting planning includes not only the

planning but also the successful holding
of the meeting and the post-meeting
evaluations.
• Before a meeting planner can start
planning a meeting, a needs analysis is
done to determine the purpose and
desired outcome of a meeting.

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 Meeting Planning

• The key to a productive meeting is a

meeting agenda, which provides the
framework for making meeting
objectives.
• The meeting’s objectives provide the
framework from which the meeting
planner will set the budget, select the
site and facility, and plan the overall
meeting or convention.
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 Meeting Planning

• Setting the budget for the meeting is

more successful if the meeting planner
is involved in the budget planning
throughout.

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 Meeting Planning

• Income for a meeting, convention, or

exposition comes from grants or
contributions, event sponsor
contributions, registration fees,
exhibitor fees, company or organization
sponsoring, advertising, and the sale of
educational materials.
• Expenses for a meeting are extensive.

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 Meeting Planning

• No matter how large or small a

meeting, it is essential that clear
meeting specifications are developed in
the form of a written request for
proposal/quote (RFQ).

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 Meeting Planning

• Several factors are evaluated when

selecting a meeting site, including
location and level of service,
accessibility, hotel room availability,
conference room availability, price, city,
restaurant service and quality, personal
safety, and local attractions.

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ICD-10-CM/PCS Coding: A Management,
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John R. Walker
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 Meeting Planning

• During the site inspection, the meeting

planner is shown all facets of the hotel,
including the meeting rooms, guest
sleeping rooms, the food and beverage
outlets, and any special facility that
may interest the planner or the client.

continued on next slide

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Introduction to Hospitality
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 Meeting Planning

• The meeting planner has several critical

interactions with hotels, including
negotiation with the convention center
or hotel for room blocks and rates.

continued on next slide

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Introduction to Hospitality
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John R. Walker
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 Meeting Planning

• The most important interaction is

typically with the
catering/banquet/conference
department associates, especially the
services manager, maître d’, and
captains.
• The components include an offer,
consideration (payment), and
acceptance.
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Introduction to Hospitality
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 Meeting Planning

• Once the meeting planner and the hotel

or conference facility have agreed on all
the requirements and costs, a contract
is prepared and signed by the planner,
the organization, and the hotel or
convention center.
• The contract is a legal document that
binds two or more parties.

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Introduction to Hospitality
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John R. Walker
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 Meeting Planning

• Contracts should include clauses on

“attrition and performance,” meaning
that the contract has a clause to
protect the hotel or convention facility
in the event that the organizer’s
numbers drop below an acceptable
level.

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Introduction to Hospitality
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 Meeting Planning

• The performance part of the clause

means that a certain amount of food
and beverage revenue will be charged
for regardless of whether it is
consumed.

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Introduction to Hospitality
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John R. Walker
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 Meeting Planning

• Organizing and Preconference

Meetings: the average lead time
required for organizing a small meeting
is about three to six months; larger
meetings and conferences take much
longer and are booked years in
advance.

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Introduction to Hospitality
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John R. Walker
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 Meeting Planning

• Conference Event Order: A conference

event order has all the information
necessary for all department employees
to be able to refer to for details of the
setup (times and layout) and the
conference itself (arrival, meal times
and what food and beverages are to be
served, and the cost of items so that
the billing can be done).
continued on next slide
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Introduction to Hospitality
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John R. Walker
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 Meeting Planning

• A post-event meeting is held to

evaluate the event—what went well and
what should be improved for next time.

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Introduction to Hospitality
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Venues for Meetings, Conventions,
and Expositions
• Most of the time, meetings and
functions are held in hotels, convention
centers, city centers, conference
centers, universities, corporate offices,
or resorts, but more and more,
meetings are housed in unique venues
such as cruise ships and historical sites.

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Introduction to Hospitality
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John R. Walker
M. Papazian-Boyce
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Venues for Meetings, Conventions,
and Expositions
• City centers are good venues for some
conferences because they are
convenient to reach by air and ground
transportation.
• There is plenty of action in a major city
center; attractions range from cultural
to scenic beauty.

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Venues for Meetings, Conventions,
and Expositions
• Convention centers throughout the
world compete to host the largest
exhibitions, which can be responsible
for adding several million dollars in
revenue to the local economy.

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Venues for Meetings, Conventions,
and Expositions
• Usually, convention centers are
corporations owned by county, city, or
state governments and are operated by
a board of appointed representatives
• Convention centers have a variety of
expositions and meeting rooms to
accommodate both large and small
events.

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Venues for Meetings, Conventions,
and Expositions
• The centers generate revenue from the
rental of space, which frequently is
divided into booths (one booth is about
100 square feet).
• Large exhibits may take several booths’
space.
• Additional revenue is generated by the
sale of food and beverages, concession
stand rentals, and vending machines.
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Venues for Meetings, Conventions,
and Expositions
• In addition to the mega-convention
centers, a number of prominent centers
also contribute to the local, state, and
national economies.

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Venues for Meetings, Conventions,
and Expositions
• A conference center is a specially
designed learning environment
dedicated to hosting and supporting
small- to medium-sized meetings,
typically between twenty and fifty
people.
• The nature of a conference meeting is
to promote a distraction-free learning
environment.
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Venues for Meetings, Conventions,
and Expositions
• Hotels and resorts offer a variety of
locations from city center to destination
resorts.
• Many hotels have ballrooms and other
meeting rooms designed to
accommodate groups of various sizes.
• Meeting in a nontraditional facility can
provide a unique and memorable
experience for the meeting attendee.
continued on next slide
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Introduction to Hospitality
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Venues for Meetings, Conventions,
and Expositions
• A cruise ship meeting is a uniquely
different meeting setting and offers a
number of advantages to the
attendees, such as discounts,
complimentary meals, less outside
distraction while at sea, entertainment,
and visiting more than one destination
while unpacking only once!

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Introduction to Hospitality
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John R. Walker
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Venues for Meetings, Conventions,
and Expositions
• More and more, alternative venues for
meeting places include facilities such as
colleges, universities, and their
campuses.
• Most of the time, the relative cost of
campus-based meetings is less
expensive than a medium-priced hotel.

Copyright © 2017, 2013, 2009

Introduction to Hospitality
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 Sustainable Meetings,
Conventions, and Expositions
• The meetings industry is becoming
more responsible in its environmental
stewardship; companies that choose to
do so are reporting higher gross
margins, higher return on sales, higher
return on assets, and a stronger cash
flow within its own organization.

continued on next slide

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 Sustainable Meetings,
Conventions, and Expositions
• Simply switching from bottled water to
pitchers of water for attendees and
reusing name-badge holders can
provide substantial savings.
• In addition to monetary savings to
these groups, the amount of waste
deposited into a landfill has been
dramatically reduced, just by making
these small changes.
continued on next slide
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 Sustainable Meetings,
Conventions, and Expositions
• Convention centers are going green by
reducing the heat, light, and power
consumption.

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 Career Information

• Successful meeting planners are detail-

oriented, organized people who not
only plan and arrange meetings, but
also negotiate hotel rooms and meeting
space in hotels and convention centers.
• Other career opportunities include
incentive travel, conventions and
expositions, and off-premise catering.

continued on next slide

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Introduction to Hospitality
ICD-10-CM/PCS Coding: A Management,
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John R. Walker
M. Papazian-Boyce
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 Career Information

• For all career paths, it is critical to gain

experience in the areas of your
interest.
• Ask people you respect to be your
mentor, and ask questions! When you
show enthusiasm, people will respond
with more help and advice.

Copyright © 2017, 2013, 2009

Introduction to Hospitality
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Trends in Meetings, Conventions,
and Expositions
• New technologies assisting meeting
planners with the ability to identify and
manage key markets.
• Increased use of smartphones and
connectivity and lighting speed or the
need for faster networks.

continued on next slide

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Introduction to Hospitality
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John R. Walker
M. Papazian-Boyce
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Trends in Meetings, Conventions,
and Expositions
• Demand for unique, out-of-the-ordinary
meeting experiences including making
meetings personal with social media.
• Keeping it healthy, and going greener.

Copyright © 2017, 2013, 2009

Introduction to Hospitality
ICD-10-CM/PCS Coding: A Management,
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Fifth Edition
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John R. Walker
M. Papazian-Boyce
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