Pengetahuan

MICE & EVENT

ADH 7 RPL
Politeknik Pariwisata NHI Bandung
2022
Bagus Githa Adhitya M., MM.Par., CEP., CEM., CEE.
0818640301 – baa@stp-bandung.ac.id
@bagusgitha

• Wakil Ketua DPD ASPERAPI Jawa Barat

Bidang Pendidikan, Pelatihan & Sertifikasi
• Anggota Bidang Kurikulum Forum
Program Studi MICE Indonesia
• Member of Asia Pacific Institute for Event
Management
• Auditor MICE KAN (Komite Akreditasi
Nasional)
• Asesor MICE BNSP (Badan Nasional
Sertifikasi Profesi)
• Asesor Akreditasi Program Pelatihan
Pariwisata Kemenparekraf
• 1st Best Paper of The 1st International
Conference One Belt One Road One
Tourism – Hong Kong Polytechnic
University & Poltekpar Palembang
Course Objective

Setelah mengikuti mat akuliah ini

mahasiswa diharapkan dapat
mengetahui dan memahami
1. Ruang Lingkup bisnis dan Industri
Event
2. Mengetahui manfaat event dalam
industri hotel
3. Mengetahui peran hotel dalam
kesuksesan penyelenggaraan
sebuah event
4. Memahami hubungan antar
stakeholders dalam industri event
5. Mengetahui tahapan pembuatan
sebuah event
MATERI

1. Pengantar Industri Event dan

Perkembangannya
2. Korelasi antara Industri Hotel &
Event
3. Event Characteristics (MICE &
Special Event)
4. Event Stakeholders
5. Event Planning
6. Event Terminologies
1. Ceramah Tatap
Muka
2. Diskusi
3. Self-Learning
4. Ceramah Tamu
(Ketua DPD
ASPERAPI Jawa
Barat & Ketua DPD
Backstager Jawa
Barat) Metode Pembelajaran
1. Instagram Account
@bagusgitha : Event
Terminologies
2. Spotify : #ENAK Podcast :
Episode 31 : #ENAKnya
Membahas New Normal
(Part 1) : Inovasi
Penyelenggaraan Event
Pada Saat New Normal
3. Youtube
a. Creative People
Channel : Webinar
Series (Event
Management Series,
Business Event Series
& Supporting Event
Series)
b. Supermax Channel :
Episode 1, 7, 13, 15, & Self Learning
19
c. Data Journey Channel :
#NGOJAY | Industri
MICE Berakhir? – MICE
X 4.0
HOTEL

&
EVENT
1. Hotel menjadi mitra
Event Organinzer didalam
menyediakan Jasa
Akomodasi, F&B & Venue
ketika menyelenggaraan
sebuah event.
2. Event yang
diselenggarakan di Hotel
menjadi salah satu
sumber pemasukkan bagi
hotel
3. Event mandiri yang
diselenggarakan oleh
hotel dapat menjadi
salah satu media promosi
bagi hotel
 UNDANG-UNDANG REPUBLIK
INDONESIA NOMOR 10 TAHUN 2009
TENTANG KEPARIWISATAAN
Event Management
 Industry Value

Estimasi Value Industri event di Indonesia

diperkirakan mencapai nilai Rp. 500 Triliun,
dengan 4000 pelaku usaha dan serapan
tenaga kerja kurang lebih 40.000 orang
(Backstager, 2019)
APAKAH PERBEDAAN
EVENT DENGAN MICE?
 CARA
PELAKSANAAN
EVENT

HYBRID

LIVE/OFFLI
ONLINE
NE
Event Management Body of Knowledge
Overview of the
Event
Industry
 ..........
INTRODUCTION TO MICE & EVENT INDUSTRY THE HISTORY

WORLD
INDONESIA
 ..........
INTRODUCTION TO MICE & EVENT INDUSTRY DEFINITION

“A unique moment in time celebrated with ceremony and ritual to

satisfy specific needs – Goldblatt”
 ..........
INTRODUCTION TO MICE & EVENT INDUSTRY BASIC CHARACTERISTIC

UNIQUENESS
INTANGIBILITY
PERISHABILITY
 ..........
INTRODUCTION TO MICE & EVENT INDUSTRY GENERAL PURPOSES

1. Celebration
2. Education
3. Marketing
4. Entertainment
5. Business and Commercial
6. Communication
7. Reconciliation
 Nature
Money Peak
Leisure
Leisure Culture
Season
MotiveS
“Holiday”
Tourism
Time
Man-made
Limited
Spending

Visitor to
Destination

Networking Infrastructure
Low Bussines
Duties Season
Business “Working Tourism
Motives Days” MICE
Education Professionalism

High Spending
Dr. Christina L. Rudatin
 Perbedaan
MICE & Leisure Tourism
 ..........
INTRODUCTION TO MICE & EVENT INDUSTRY THE BENEFITS

1. Peningkatan jumlah kunjungan wisatawan

2. Peningkatan waktu lama tinggal wisatawan
3. Peningkatan pendapatan bagi semua pihak yang terkait
4. Penciptaan lapangan kerja
5. Sarana promosi
6. Prestige
7. Pembangunan infrastruktur
8. Peningkatan investasi
9. Sarana rekreasi
10. Pertukaran informasi
 ..........
INTRODUCTION TO MICE & EVENT INDUSTRY THE DEVELOPMENTS

AMATEUR PROFESSIONALS
 ..........
INTRODUCTION TO MICE & EVENT INDUSTRY THE OPPORTUNITY

1. MASIH TERBATASNYA SDM PROFESIONAL

2. SEMAKIN BANYAKNYA PIHAK YANG MEMBUTUHKAN
JASA PENYELENGGARAAN KEGIATAN
3. RUANG LINGKUP USAHA YANG LUAS
4. LOKASI YANG STRATEGIS DIANTARA BENUA ASIA DAN AUSTRALIA
5. KEINDAHAN ALAM INDONESIA
 How is The
Event Created
EVENT METHOD

1. Bidding
2. Organizer Creativity
3. Direct Assignment
Adalah suatu invitasi /undangan penawaran
penyelenggaraan events oleh penyelenggara
sebagai tuan rumah
 Lead International Gather
Qualification Interest
Bid Brief
History

Bid Bid Bid

Critical Path Promotion/Lobbyi
Committee Strategy ng

Site Prepare Bid Bid Bid

Inspection Package Document Submission

Bid Post-Bid Post Bid

Decision
Presentation Evaluation Support

Delegate On Site Post Event

Promotion Service Evaluation
 Pendaftaran & Pemasukkan
Penjelasan
Pengumuman Pengambilan Dokumen
Dokumen Lelang Pekerjaan Penawaran

Pengumuman Pembukaan
Pemenang dan Penetapan Pembuktian
Pemenang
Dokumen
Pemenang Klasifikasi Penawaran
Cadangan

SK Penandatangana
Masa Sanggah nKontrak
Penunjukan
 Basic Idea Concept

EO-PCO-PEO

Proposed

Visibility
SPONSOR

Approval

Execution
Company / Sponsor /
Association

Basic Idea

EO Assignment

Concept

Execution
Event Stakeholders
 THE STAKEHOLDERS

Client
Host Country/City
Organizer
Participants
Visitors
Supplier/Vendors
Sponsors
Media Partner
Government
Association
 HOST COUNTRY/HOST CITY/HOST INSTITUTION

Negara atau daerah atau institusi tempat

berlangsungnya persidangan konvensi /event.

Faktor yang menjadi

pertimbangan :
1. Faktor Politik
2. Faktor Ekonomi
3. Faktor Infrastruktur
4. Faktor Aksesibilitas
5. Faktor Sosial
6. Faktor SDM
7. Faktor Keamanan
 GOVERNMENT
Tugas dan Tanggung Jawab
1. Membuat peraturan yang dapat menjaga
stabilitas serta kelangsungan industri
event.
2. Melaksanakan fungsi pengawasan dan
penindakan didalam industri event.
3. Mencegah terjadinya monopoli didalam
industri event.
4. Berperan aktif menjaga kelangsungan
industri event.(Bidding Assistance,
Destination Promotion, etc)
5. Melakukan sertifikasi profesi didalam
industri event.
6. Membangun fasilitas dan infrastruktur
yang terkait dalam industri MICE, atau
mencari mitra yang bersedia menjadi
investor.
 CONVENER
POTENTIAL CONVENER
•Asosiasi Profesi
(Professional Pemrakarsa
Association) penyelenggaraan
•Organisasi Ilmiah konvensi/event dan
(Scientific pengambil keputusan
Organization) tertinggi.
•Perhimpunan Pendidikan
(Educational Terdiri dari Steering
Organization) Committee (Panitia
•Perserikatan Buruh Pengarah) dan
(Labors Union) Organizing Committee
(Panitia Pelaksana)
•Organisasi Keagamaan (
Religious Organization)
•Perhimpunan Suku-suku
(Ethnic Organization)
•Perhimpunan Persaudaraan
(Fraternal Organization)
 EVENT ORGANIZER

INCENTIVE HOUSE MEETING PLANNER

ORGANIZER

PCO PEO

WEDDING PLANNER
 Tugas dan Tanggung Jawab - ORGANIZER

1. Merancang dan mengembangkan konsep serta tema event.

2. Merancang kegiatan yang sesuai dengan konsep dan tema event.
3. Mencari calon peserta/pengisi acara/exhibitor yang sesuai dengan
tema.
4. Mencari salon sponsor.
5. Mengundang buyer/visitor yang sesuai dengan tema event.
6. Memilih dan menetapkan supplier.
7. Mengurusi perijinan yang terkait dengan event.
8. Memberikan informasi yang dibutuhkan kepada semua pihak yang
terkait
9. Mendesain serta membuat materi promosi yang lengkap tentang
event.
10. Membuat rencana anggaran biaya dari event tersebut.
11. Memberikan pelayanan dan komunikasi yang baik kepada semua
pihak.
12. Melaksanakan kegiatan event yang telah direncanakan sebelumnya.
13. Menangani keluhan dari peserta dan pengunjung event.
14. Melakukan proses evaluasi event.
 Kemampuan yang dibutuhkan - ORGANIZER

1. ORGANISATIONAL SKILLS
2. LOGISTICAL SKILLS
3. TIME MANAGEMENT SKILLS
4. LEADERSHIP SKILLS
5. MOTIVATIONAL SKILLS
6. PEOPLE SKILLS
7. MARKETING SKILLS
8. PUBLIC RELATIONS SKILLS
9. COMMUNICATION SKILLS
10. PRESENTATION SKILLS
11. RESEARCH SKILLS
12. COMMERCIAL & FINANCIAL SKILL
13. POSITIVE AND ADAPTABLE ATTITUDE ➔ THE “MAKE IT HAPPEN”
14. PROBLEM SOLVING SKILLS and CAN DO ATTITUDE
15. INNOVATION AND CREATIVITY ➔ GENERATING THE “WOW”
FACTORS
 Struktur Perusahaan - ORGANIZER

1. Director
2. Manager
3. Finance
4. Creative
5. Sales & Marketing
6. Operation
7. Project Officer
8. Human Resources
9. Design
10. Legal & General Affair
 Struktur Panitia - ORGANIZER

PROJECT MANAGER
SHOW DIRECTOR
PROJECT MANAGER STAGE MANAGER
PROGRAM FLOOR MANAGER
LEGAL ISSUES/GENERAL AFFAIR BACKSTAGE MANAGER
REGISTRATION REGISTRATION
FINANCE LO
MARKETING & SPONSORSHIP MC
HARDWARE LEGAL ISSUES/GENERAL AFFAIR
TRANSPORTATION FINANCE
ACCOMODATION MARKETING & SPONSORSHIP
SECURITY HARDWARE
DOCUMENTATION TRANSPORTATION
DESIGN ACCOMODATION
etc SECURITY
DOCUMENTATION
DESIGN, etc
 EVENT ORGANIZER

Menurut Peter E. Tarlow dalam buku Event Risk Management

and Safety (2002) EO adalah sekelompok orang atau badan
usaha yang menyelenggarakan suatu acara, program, kejadian
penting atau peristiwa khusus baik yang terjadi secara internal,
lokal, nasional maupun internasional.

RUANG LINGKUP USAHA :

Wedding, Art, Culture, Entertainment, Sporting, Festivals,
Family, Party, Outbound Training, Promotion Campaign,
Branding, Seminars, Workshop, Roadshow, Etc.,
 MEETING PLANNER

“is an individual who does more man just plan a clearly

defined linear activity called a meeting. meeting planners
manage all details, activities and interaction of meetings from
the meetings conception through the categories of activities.”
(Richard A. Hildreth, 1990, the essentials of meeting
management)

RUANG LINGKUP USAHA :

Meeting (Government, Association, Corporate, etc.), Seminars,
Workshop
 INCENTIVES HOUSE

Incentive House adalah tenaga profesional yang menyediakan Pelayanan

perjalanan insentif bagi pelanggan yang bekerja dalam suatu
perusahaan/asosiasi/lembaga/pemerintah.
(Kesrul, 2004)

RUANG LINGKUP USAHA :

Individual Incentive Trip, Group Incentive Trip, Wholesaler,
Retailer.
 Professional Conference Organizer

PCO adalah sebuah perusahaan yang memiliki spesialisasi dalam

penanganan kongres. Perusahaan ini bertindak sebagai konsultan
bagi panitia pelaksana dan melaksanakan keputusan berdasarkan
pengalaman dan pengetahuan mereka dalam mengorganisir
sebuah event.
Menurut IAPCO (Iqbal Alan Abdullah, 2009)

RUANG LINGKUP USAHA :

Conggress, Convention, Conference, Seminars, Symposium,
Social Events, Summit.
 Professional Exhibition Organizer

Menurut peraturan pemerintah No. Tahun 2010 PEO adalah

Suatu badan hukum atau perorangan / sekelompok orang yang
tugasnya merencanakan, mempersiapkan dan melaksanakan
penyelenggaraan suatu pameran secara profesional.

RUANG LINGKUP USAHA :

Exhibition, Trade Fair, Trade Show.
 Wedding Planner

sekelompok orang atau badan usaha yang khusus

merencanakan, mengelola dan menyelenggarakan acara
pernikahan

RUANG LINGKUP USAHA :

Wedding.
 PARTICIPANTS

Adalah orang yang mengikuti dan menghadiri

jalannya sebuah events.
(PARTICIPANTS/EXHIBITORS/DELEGASI/SELLER-
BUYERS/TALENTS)
 VISITORS

Adalah orang yang

mengunjungi sebuah
events.
 ASSOCIATIONS

1. Menjadi wadah pemersatu bagi para pelaku industri.

2. Menjadi mitra pemerintah didalam mengawasi dan membuat
kebijakan.
3. Berperan aktif mengatasi masalah yang terjadi di dalam
industri
4. Memberikan surat rekomendasi kepada para anggotanya,
yang bertujuan dapat mempermudah pelaksanaan kegiatan.
 ASSOCIATIONS

INCCA/AKKINDO (Indonesian Conggres and

Convention Association/Asosiasi Kongres dan
Konvensi Indonesia)
ASPERAPI (Asosiasi Perusahaan Pameran
Indonesia)
IVENDO (Indonesia Event Industry Council)
Backstagers Indonesia
, etc.
 SPONSORS

Pihak yang menanggung seluruh, atau

sebagian dari pembiayaan event

Title Sponsor
Presenting Sponsor

In-kind Sponsor

Official Sponsor

Media Sponsor

Co-sponsor
 SPONSORS

POTENTIAL SPONSOR
Association

Corporations

Companies

Organization

Personal
 SUPPLIERS

Pemasok berbagai kebutuhan yang diperlukan

dalam penyelenggaraan persidangan, pameran,
dll. Mulai dari persiapan, selama berlangsung
hingga acara selesai
 SUPPLIERS

Special Effect
Sound Insurance
Venue
Audio Visual Banking
Stage Accommodation

Lighting Media Partner Transportation TV

ORGANIZER
Florist Advertising Meals Taxes

Special Effect Design MC Radio

Etc.
Freight Speaker Talent Security
Forwarder
Stand Contractor
Restaurant Logistics Travel Legal Issues

Internet
 Example
of
Event Characteristics
 Topics based on international issues
Longer period of preparation
Huge venue with many breakout rooms
Involves many countries
Large Government SC & OC structure
Detailed & complicated agenda
Many bilateral meetings request
Series of F&B Functions
Larger budget
Displaying goods and services
Fast Growing & Global Industry
Multiplier effects on economic
Delivers all marketing goals at once
Lots amount of space required
Convert markets into buyers
Highly organized
 Individual
Group

“Incentive travel is a global management tool

that uses an exceptional travel experience to
motivate and/or recognize participants for
increased levels of performance in support of
organizational goals.”
(SITE _ Society of Incentive & Travel
Executives)

“Sebuah perjalanan wisata yang diberikan

oleh sebuah perusahaan sebagai hadiah atas
prestasi kerja seseorang karyawan atau mitra
usaha.”
 Characteristics
The new global paradigm of the trade industry
awarding winner/achievers
A blend of luxury entertainment and informal
education of human interest
Unforgettable wonderful memories
Require brilliant ideas
Contains “WOW” factors
• To entertain the audience
• Longer period of rehearsal & preparation
• Complexity in Sound, Lighting & Audio Visual
• Involves many talents & crew
• Required details of riders & counter riders
• Detailed & complicated schedule (technical meeting/check
sound/rehearsal)
• Required details of accommodation, transportation, floor
plan/layout, stage plan, blocking and F&B series
• Needs to adopt visitor safety & management procedures
• Involving ticketing selling and distribution
 Event Planning

Adopted from APIEM Certified Event Planner (CEP) Program

 CONTRACTOR & SUPPLIER

EVENT CONCEPT
CONTRACTS

EVENT PROGRAM
POLICIES & PROCEDURES

EVENT CRITICAL PATH

(TIMELINE)
TECHNOLOGY

VENUE SELECTION
PROVIDING ACCESS
EVENT CONCEPT
 A Goal
without a Plan

EVENT is Just
a Wish

CONCEPT

WHAT SHOULD YOU PLAN

• The Main Reason you should held the event
• Event Name
• Type of Event
• Date & Timing
• Location
• Participants
• Mission, Aims & Objectives
• Critical Success Factors
• Main & Supporting Program
• Financial Budget
• Administrative Structure If you Fail to Plan,
• Marketing Strategy You are Planning to
• Sustainable Practice Fail
EVENT PROGRAM
EVENT Program

What Should you Plan

Structure & Content of The Event
Creative Aspects
Story(ies) being told at the Event
Event Experience
Event Design
EVENT CRITICAL
PATH (TIMELINE)
 Is defined as the sequence of
activities that have to be
EVENT TIMELINE completed in order for a project
(in this case the planning of the
event) to be completed on time.

The SIX Steps Network Diagram GANTT Chart

Identify all the Activities
Calculate the Time
Identify which activities can be
completed simultaneously
Identify potential risks
Identify the Milestones
Detailed planning
Is a set of boxes that represent
each activity, with arrows
connecting the boxes in the
Sequence that each activity has
to be completed.
The activities to be completed in
the form of a bar chart with each
bar representing a different
activity and drawn to scale
according to the length of time it
will take to complete the activity.
VENUE
SELECTION
 VENUE
Selection
Selecting the Right Event Venue is a key role of the event planner
responsibilities, as the event venue can be central to the overall design and
impact of the event.

Factors to Types of Source

Consider venue Information

Main Criteria Ocular / Site Inspection

CONTRACTOR
&
SUPPLIER
 Contractors
and
Suppliers

Identify and Choose the right

Contractors & Supplier for your event
CONTRACTS
 Event
Contracts

Identify what contracts do you need

Key Clause
POLICY &
PROCEDURES
POLICY & PROCEDURES

#1. IDENTIFY WHAT POLICY & PROCEDURE DO YOU NEED

FOR YOUR EVENT

# 2. KEY CLAUSE
TECHNOLOGY
EVENT TECHNOLOGY
IDENTIFY and SELECTING the Technology being used for Pre, During and Post event

PRE EVENT DURING POST EVENT

EVENT
PROVIDING
ACCESS
PROVIDING ACCESS
for PEOPLE WITH
SPECIAL NEEDS
Clearly, it is essential that the event manager organizes events that do not
discriminate against any members of society so that everyone can enjoy
participating in the event without any restrictions placed on their participation as
a result of their special needs.

People with Physical Disabilities People with Hearing Impairment International Audience

Pregnant Women & Women with Elderly People

People with Sight Impairment Small Children
Sources:
Kemenparekraf
ICCA
ASPERAPI
UFI
Backstagers Indonesia
IVENDO
HASTANA baa@stp-bandung.ac.id
Event Manager Blog
Goldblatt, Joe @bagusgitha
Silvers, Julie Rutherford +62 818 640301
Allen, Judy
Noor, Any #creatingmoments
Karsonno, Dwi
Rudatin, Christina L.
Sulaeman, Wisnu B.