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Prudence Lui

How does a company stage a successful Mice event? This  is a question that has faced many organisers. But budget, company culture, expectations of management and staff, and quality of service  means there is no magic formula.
Here are some useful tips for organisers confronted by this  challenge. Stretch the dollars and your imagination, particularly for the location of the event and its nearby attractions. 
You could take a leaf out of the Amway Hong Kong book, which regularly stages incentive trips to reward staff and distributors. Its most recent event was a cave party in picturesque Guilin.
Ricky Yu, Amway Hong Kong general manager,   said: 'New concepts and ideas are key when planning an event. But you must also take into consideration the venue and cost. Both the angel and devil are in the details so a strong event team and professional execution is of utmost importance.
'We select the venue to exceed expectations, no matter how many times our distributors have visited Guilin before.'
 The cave event brought its distributors close to  nature. By trying not to modify the natural environment too much, yet making a difference through small details, Amway achieved savings while allowing its guests to appreciate their unusual surroundings. 
One of the biggest challenges was to transform a large natural cave into an elegant ballroom. Though the pathways in the cave were not paved and there were even the occasional flying bats, the design team exercised creativity and gave the venue an elegant ambience, laying red carpet and providing good lighting and music.
 'This was effective and cost-efficient,' Mr Yu said.
 The company has even increased its incentive input this year, despite the economic slowdown, to celebrate the 35th anniversary of Amway Hong Kong.
 Mr Yu said: 'Thanks to our loyal customer base, high-quality product, and professional distributor team, our business is much less affected compared with other companies.'
While some corporations opt for an in-house team effort to organise such activities, others turn to destination management companies - such as Macau-based DOC Destination Management - which offer one-stop shop services.
 Bruno Sim?es, DOC's chief executive,    recommended that corporations kept in close touch with the project team that would be organising the event.
 'People are the most important factor when planning and managing an event,' he said. 'They can help you save costs and also, if unexpected situations arise, [can ensure things turn out smoothly]. But first make sure you are getting the right people.
'Test them with difficult questions. See how they react. Make them talk. Soon you will know if you want to work with them, and if you can be confident that they will deliver.'
He said site inspection was a must to ensure that the venue was right.
 'Hoteliers will often say their standard rooms are fully occupied and try to put your party in superior rooms. Insist on standard rooms, and if the answer is still no then look elsewhere. After all, only basic/standard rooms are usually required for such events.' 
 Mr Sim?es said price competitiveness in the hotel or venue segment was the No1 factor  for 90 per cent of customers. He said it was important to compare the advantages and disadvantages of venues to find the one that best fitted the event's requirements. 
 'Businesses are also becoming more volatile. There are too many unexpected factors that can affect an event such as security/terrorism, politics, natural disasters and diseases.  It is better to share the risks with the providers by including such points in the contractual terms.' 
 Jenny May, DMC Destination Asia (HK) managing director,   believes site inspection is important. 'See as many sites as possible then you have a lot to pick and choose from when deciding the programme content. 
'Views are important - The Peak, a harbour cruise, anywhere with an outdoor terrace. Hotels are ready to negotiate on rates and we also negotiate with our suppliers to reduce rates.' 
 Towa Tours specialises in organising Mice  events  in Hong Kong and elsewhere. The company compiled figures from 2003 to last year  and found that the average spending breakdown  by Mice  groups was 46 per cent for accommodation and food and beverages, air fares 40 per cent, and land travel  14 per cent.
 Senior project manager Rosanna Leung  said the most important factors were points of interest, price, flight availability and capacity and hotel accommodation. 'Corporate clients expect the chosen destination to have unique characteristics perhaps related to a distinct culture and local heritage with ample leisure activities available - especially shopping and dining. Such an incentive trip would attract and motivate staff or agencies, who would work hard and play hard for such a trip.
'The average stay for a Mice  group is longer than for a regular group.  From our experience, the preferred stay in popular destinations such as Australia is five to seven days, whereas groups usually spend only three to four days in Bangkok, Singapore and Hong Kong.'



Stretch your imagination