micenet ASIA Oct-Nov 2013

October-November 2013

New dawn beckons with the return of Suntec Singapore What corporates want in an event agency Bali’s growth spurt from APEC CEO Summit Why meetings are becoming more fun and productive

Looking at team spirit Technology has changed the way we interact. From data-reliant messages and push-notification emails to a gamut of social media platforms, it has brought us closer to one another, yet sometimes further away. Few years ago, virtual meetings was a hot topic; it was also the main idea behind the movie “Up in the Air” where a Generation Y employee of a “downsizing” company believed layoffs could be done via video conferencing.

But as much as technology is now too important to do without, the response towards virtual meetings replacing face-toface interaction has not been favourable.

The MICE landscape is ultimately a people industry that thrives on interaction and partnerships. With live events, the

energy and teamwork on the ground is one that is irreplaceable. Nobody operates alone in this field, and rightfully so.

The power of teamwork and cooperation is the common thread that binds this edition. We first look at teambuilding trends beyond Asia and how they have evolved with technology and gaming (Page 12), and narrow in on the trends we are currently seeing in Asia, and the ways team-building events can backfire (Page 56). Bali has shown how its government and various associations, venues and hotels have successfully prepared for an event as large as APEC (Page 30); the update on Vietnam provides a realistic picture of a destination hindered from further MICE growth due to the lack of

cooperation between public and private sectors to promote the destination (Page 36).

We also break down the client versus event agency partnership, finding out not only why and when corporates should engage an agency, but also what agencies can do to protect their intellectual property from unethical corporates (Page 53).

The Singapore Tourism Board supplement that accompanies this edition suggests some activities to strengthen team relationships, and case studies proving a destination’s prowess in incentive travel itineraries.

Enjoy this issue, and tell us what you’re doing to keep the spirit of teamwork alive.

Kristie Thong Editor

EDITORIAL ADVISORY BOARD • Andrew Chan, ACI HR Solutions • Damion Breust, Barclays • Daniel Chua, AONIA • Danielle Puceta, American Express Business Travel • David Lim, Everest Motivation

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• Maureen O’Crowley, Seoul Tourism Organization • Nino Grüttke, Messe Berlin • Janet Tan-Collis, SACEOS • Selina Chavry, Pacific World

CONTENTS

news & events

departments

UP-TO-DATE

UPCLOSE

06 08 12

14

53

62 64

10 ASSOCIATIONS

• SACEOS

• TICA 16 Q&A

• Grand Nikko Bali

• Ritz-Carlton Singapore 40 WE ARE Y 58 PROFILE: Women of Inspiration

• Jenny Lie Event Management Jenny Lie

General manager

• Swiss-Garden International

Linda Evelyn Wong

Corporate marketing communications manager 65 CURTAIN CALL

BUREAU BRIEFS NEWS GLOBAL WATCH Let the games begin TECHNOLOGY Rise of the event app EDUCATION Dissecting the event partnership model VENUE UPDATE PEOPLE

MICE MATTERS 34 OPINION On location 60 CAREER STRATEGIES Ties that bind 61 HOW TO Engage an audience

case studies 24 Singapore Carlson Wagonlit Travel 50 Australia Perfect China

This edition of micenet ASIA is accompanied by a Singapore meetings and incentive travel supplement. Download our free iPad app by searching for “micenet” in the app store.

October-November 2013

New dawn beckons with the return of Suntec Singapore What corporates want in an event agency Bali’s growth spurt from APEC CEO Summit Why meetings are becoming more fun and productive

Cover image: Courtesy of Suntec Singapore.

The contents of micenet Asia which are covered by copyright may not be reproduced or copied without the written permission of the publisher. Opinions expressed in articles are those of the writer and do not necessarily reflect the opinions of the publisher. micenet Asia does not accept responsibility for damage to, or loss of, unsolicited material submitted for publication. The content and accuracy of advertisements accepted are the responsibility of the advertiser. All prices and conditions quoted in micenet Asia are based on the latest information received. The publisher cannot be held responsible for any inconvenience or expense resulting from a subsequent alteration to prices or conditions.

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micenet Asia

october – november 2013

destinations

group PUBLISHER / MANAGING DIRECTOR Helen Batt-Rawden Email: helen@btp.net.au VICE PRESIDENT El Kwang Email: el@micenet.asia MANAGING EDITOR Brad Foster Email: brad@btp.net.au EDITOR Kristie Thong Email: kristie@micenet.asia DESIGN AND PRODUCTION Joanna Morrison Jenn Ruffell Email: jennifer@btp.net.au

REGION FOCUS COVER STORY 18 A new dawn for Suntec Singapore

CHINESE TRANSLATOR KH Tok

SINGAPORE 20 A louder roar INDONESIA 30 Bali: The APEC effect VIETNAM 36 Upward bound CHINA 42 Shanghai boom

SALES & MARKETING Singapore office: El Kwang Email: el@micenet.asia Michelle Lim Email: michelle@micenet.asia Gina Sin Email: gina@micenet.asia Sales enquiries: info@micenet.asia Australia Office: Helen Batt-Rawden Email: helen@btp.net.au Jenny Gill Email: jenny@btp.net.au Lillian Longford Email: lillian@btp.net.au Sales enquiries: info@btp.net.au INTERNATIONAL MEDIA REPRESENTATIVES China: Mary Yao Email: mary@mhichina.com Tel: +86 10 6551 8656 ext 8253 Thailand: Sirima Eamtako Email: sirima.micenet@gmail.com

MACAU 44 Rebranding Macau

TRENDING 28 The Stones that sparkle 52 Events the Hollywood way 56 TEAM-BUILDING

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bureau briefs

by Sirima Eamtako

MEET Taiwan Card gets new members

Sarawak to host Orchid Show 2019 MALAYSIA The Sarawak Convention Bureau (SCB) has won the bid to host the 13th Asia Pacific Orchid Conference and Show (APOC) in 2019, which is expected to generate RM1.3 million (US$395,260) in direct delegates’ expenditure.

Held every three years, the weeklong APOC is the biggest gathering of international orchid enthusiasts. Its 11th edition was held in Okinawa, Japan in February this year and attracted 1887 orchid researchers, conservationists and growers from 25 countries. The 12th edition will be held in Chiang Mai, Thailand in 2016.

“With at least 300 orchid species in Sarawak, and 127 endemic to Sarawak, we hope to create greater awareness and develop orchid research and development for Sarawak and Asia Pacific,” said YBhg. Datuk Abang Wahap Abang Julai, mayor of the Commission of the City of Kuching North,

one of the event’s local hosts.

APOC 2019 is among SCB’s recent bid wins, including the 9th International Conference on Cutting-Edge Organic Chemistry in Asia 2014, International Conference of the International Vocational Education and Training Association in 2015, International Conference on Chemical Education 2016 and 7th International Hornbill Conference 2017.

This year, more than 25 events – each expecting to attract between 300 to 1000 foreign delegates – will be held in Sarawak, including Tropical Peatland and Oil Palm, World Safety 2013 and Asia Pacific Tourism Hospitality and Technology Conference.

To ensure smooth event facilitation, SCB has beefed up its team members with three new appointments in the sales division, one in research, two in marketing communications and one in administration and finance.

TCEB launches Domestic MICE: A Royal Trail Inspiration Campaign THAILAND The Thailand Convention and Exhibition Bureau (TCEB) and the Royal Initiative Discovery (RID) Foundation have launched a campaign aimed at offering team-building ideas in Royally-initiated projects to domestic MICE groups from September 2013 to March 2014.

The Domestic MICE: A Royal Trail Inspiration campaign is offering team-building activities at 14 Royal Initiative Projects in Chiang Mai, Chiang Rai, Nan, Sakon Nakhon and Krabi. There are more than 4000 Royally-initiated projects nationwide.

Some available activities include birdwatching of more than a thousand rare 6

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species at Angkhang Royal Agricultural Station, high-altitude fisheries at Inthanon Royal Agricultural Station, ecological and beach-cleaning activities at Royal Conservation and the restoration of Thung Thale Forest Project at Koh Lanta.

Thailand-based airlines – Thai Airways International, THAI Smile, Bangkok Airways, Thai AirAsia and Nok Air - are offering exclusive privileges and discounts on domestic air travel.

TCEB is expecting the campaign to attract some 5000 domestic MICE visitors and generate 100 million baht (US$3.1 million) in revenue.

TAIWAN MEET Taiwan Card, an incentive scheme introduced this May under the Ministry of Economic Affairs’ MICE Industry Pilot Programme, has welcomed Taipei World Trade Center Club (TWTC Club) and Carplus into its family of participating merchants.

TWTC Club members-only dining facility located on the 33rd floor of Taipei World Trade Center and Carplus car rental service with branches across Taiwan join the card’s 225 participating business establishments, with 3868 branches offering discounts to cardholders.

Some of the existing participants include Taipei 101 Shopping Center and Observation Deck, Hanshin Department Store in Kaohsiung, Wow-Prime Group’s 10 restaurant chains, Taiwan Post Offices, Taiwan Taxi, National Palace Museum, Cathay General Hospital and worldclass hotels such as The Grand Hotel, Grand Hyatt Taipei and Evergreen Hotels.

Exhibitors, foreign visitors and international conference participants can request for the complimentary MEET Taiwan Card from their exhibition or conference organisers. The card is valid until December 31, 2016.

news

by Sirima Eamtako

GCCEC gets the gold

AUSTRALIA Gold Coast Convention and Exhibition Centre (GCCEC) has become the first convention centre in the world to achieve the EarthCheck Gold Certification, after five years in the sustainability programme.

Since 2008, GCCEC has been adjusting staff behaviour and operational practices in line with the international standards required by the EarthCheck programme. This was achieved with the help of a dedicated green committee, comprising key staff members who, as a group, continually look at new ways in which the venue can reduce waste, and water and electricity consumption.

EC3 Global CEO Stewart Moore said it was not an easy task to achieve EarthCheck Gold Certification as it required commitment from management, staff and suppliers.

GCCEC general manager Adrienne

Readings said that implementing positive sustainable choices and practices, including partnerships with clients and key suppliers, had enabled the centre to roll-out numerous initiatives to become a frontrunner in sustainability.

EarthCheck is the world’s largest and most recognised environmental management programme trusted by 1300 organisations in 70 countries, including 10 convention centres globally.

AIME goes online

AUSTRALIA Asia-Pacific Incentives and Meetings Expo (AIME), the industry tradeshow held annually in Melbourne, has launched a dedicated blog (http:// blog.aime.com.au/) to share relevant news and information.

Readers will have access to weekly posts, with contributions from industry leaders such as Info Salons founder and CEO, Jo-Anne Kelleway, and International Congress and Convention Association CEO, Martin Sirk, who will provide insight on topics such as professional development, global trends and industry innovations. Contributors will also address issues facing the business events space and offer opinion on what the industry can do to adapt to changing trends.

AIME exhibition director Jacqui Timmins believes the blog will become a useful tool for industry professionals to continue to engage in topics of interest outside of the annual event, and also provide another avenue for audiences to stay connected to peers and share ideas and knowledge.

Accor on a talent lookout ASIA PACIFIC Between now and 2016, Accor intends to hire 10,000 new employees per year to cope with industry staff shortages amid extensive expansion plans in the region.

The hotel group is aiming to fill positions in entry level positions in front office, F&B, kitchen and housekeeping departments, and employ experts to join sales, distribution, marketing, finance and HR teams and experienced hoteliers to manage hotels.

Accor currently employs 60,000 staff at 550 hotels in 16 countries across Asia Pacific. With more than 250 hotels in the 8

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pipeline until 2016, recruitment drives will be organised in China, Indonesia and India with other positions available in Singapore, Thailand, Japan and Korea.

Accor provides training and career growth opportunities for employees at 17 accredited Academie Accor campuses around the world, with some 250 training modules.

As part of region-wide initiatives to

attract and groom future talent, Accor launched a competition that will see 300 students teams participate in real Accor case study challenge. Looking out for creativity and boldness in the concepts, students are expected to reinvent the next generation of Novotel Hotels, in terms of products and services to match guest expectations for the year 2020.

NEWS Chefs With Altitude returns to Singapore

SINGAPORE Swissôtel The Stamford’s signature “Chefs With Altitude” epicurean extravaganza is returning to Singapore this November 11-17. Award-winning chefs Xavier Beaudiment and Julien Schillaci and celebrity bartender Tristan Stephenson will light up three of the hotel’s celebrated F&B

outlets – JAAN French Restaurant, Equinox Restaurant and City Space cocktail bar. Xavier, chef owner of the one Michelin-starred Le Pré in Durtol, France, will be curating his specialty French menus in three- and five-course set lunches and seven-course degustation set dinners

ITB ASIA launches certification for GBTA SINGAPORE The Global Business Travel Association (GBTA) will reveal key new insights into Asian corporate travel trends at a one-day forum and launch a certification programme for business travel managers during ITB Asia 2013, to be held in Singapore from October 23-25.

The forum will take place October 24 at Suntec Singapore. Apart from live discussions, keynote conversations and announcements of Asian corporate travel findings, GBTA will also present its GBTA Business Travel Outlook (BTO) Report for 2013 – 2017 white paper, sponsored by VISA, as well as a new in-depth study on

how China’s business travel market is set to overtake the US as the world’s biggest spender by 2015.

On October 25, GBTA will be launching an internationally-recognised certification programme for business travel managers in Asia, making it the first to recognise and credit corporate travel professionals.

The GTP Certification is made possible through a three-year agreement between GBTA and Diners Club International. Over the next two years, the certification exam will be held at GBTA Conferences throughout Asia Pacific.

at JAAN. Julien, executive chef of Restaurant A L’etage Parc Des Eaux Vives in Switzerland, will be creating eight-course degustation set dinners at Equinox throughout the week, and will also be lending his skills in creating a lavish feast at the Sunday brunch on November 17. Tristan, owner of Worship Street Whistling Shop in the UK, will be showcasing a collection of his specialty cocktails at City Space.

Philippine venue gets IACC seal of approval PHILIPPINES First Pacific Leadership Academy (FPLA) has joined the International Association of Conference Centers’ (IACC) worldwide portfolio of more than 300 approved conference venues.

Located in Antipolo City, some 25 kilometres from Manila, FPLA is the first dedicated corporate university in the Philippines that provides need-specific executive development programmes to help ensure management development and leadership succession.

The 10-hectare academy compound houses 14 function rooms that can accommodate national conferences or events of up to 200. Each function room is equipped with audio-visual presentation equipment, all of which are centrally-controlled through a touchpanel display screen. There is also a 67-room hotel within the premises.

Earlier in March, IACC formed an Australia Asia-Pacific Chapter, which boasts over 20 members in Australia, New Zealand, Japan and now the Philippines. micenet Asia

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Associations

Phuket proves her worth A double-bill event held recently in Phuket has successfully uplifted Phuket’s reputation as a MICE city.

By Sirima Eamtako

The Convention Promotion Seminar (CPS) and Convention Exhibition (CONVEX) double-bill event has showcased Phuket’s capabilities as a MICE city to some 68 Bangkok-based organisations with potential to bid for international events.

Held every two years by the Thailand Incentive and Convention Association (TICA), the 18th CPS and CONVEX hosted 89 representatives from 28 educational institutions, 20 government agencies, 16 associations and four state enterprises for the three-day on-site training in Phuket from September 5-7.

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Highlights include the conference day on September 6 with four plenary sessions, a panel discussion and a buyer-meetsseller session.

Lieutenant General Nopadol WoraUrai, president of International Society of Surgery and dean of the School of Medicine at Mae Fah Luang University, told participants that despite repeated crises, Thailand remained a preferred destination to meet. Participants also learnt how to win bids, in a case study presented by assistant professor Dr Sophon Uraicheun, secretary-general of Thailand Society of Sugar Cane Technologists, who led a team to win the 29th International Society of Sugar Cane Technologists Congress edition to be held in 2016 in Chiang Mai, Thailand.

Thailand Convention and Exhibition Bureau president, Nopparat Maythaveekulchai, and Tourism Authority of Thailand incoming governor, Thawatchai Arunyik, respectively shared an overview of Thailand’s MICE industry and quality tourism strategy. A panel comprising three experts also shared experiences on the benefits of green practices.

Participants also had an opportunity to visit local landmarks, inspect MICE hotels

and experience themed dinners at off-site venues in Phuket.

TICA president Sumate Sudasna said that the CPS and CONVEX have been a regular event since the establishment of TICA in 1984 to train host committees of local organisations on how to bid for international conferences.

Phuket had been chosen due to its readiness and capabilities in handling international conferences and local trade exhibitions, as well as being the centre of trade, business, transportation and tourism in the south of Thailand, he added.

Mr Sumate concluded: “Promoting Phuket as a MICE destination will help generate more revenue for the local community and bring in new technologies to the area through exchanges at international conferences and exhibitions being held here.”

Associations

Team power: the MICE growth engine JANET TAN-COLLIS SACEOS PRESIDENT

The building of a team and the ability to continually inspire and energise a team of disparate expertise, interests and objectives will remain an individual attitude that makes the difference between what is excellent and what is just good.

Digital tools are driving an engagement revolution that has changed the way we do business. But long before ‘engagement’ became so fashionable, it has been the secret ingredient of successful team power in the MICE industry.

This is why: the very complexity of any MICE event and the exacting precision by which they have to be executed have driven companies in the industry to break down barriers and work together. We cannot operate alone.

Engagement facilitates a tried and tested business working model: teamwork. We are always sourcing, identifying, contacting, relating, negotiating and persuading because we simply need each other.

It is often a motley combination that comes together into the MICE laboratory to orchestrate the most ingenious outcomes.

The single point of any MICE event ripples out to involve a disparate community of designers, printers, trades and crafts experts, performing artistes, technicians, lighting and audio engineers, chefs, journalists, translators, merchandisers.

To succeed in this business, people engagement is mandatory.

This tried and tested model was

Going digital has changed the way the business events industry operates, but it should not be a replacement of human synergy and face-to-face interaction. executed to a fine art for the Singapore MICE Forum in July, when so many companies pulled together under a shared objective: to make this another recordbreaking year.

Managing a complex supply chain and translating this into the value output must always and will always be the determining factor behind sustainable success.

Digital tools change engagement methods, and should be integrated into our value chains to drive higher ROIs. As tools, they depend on our ingenuity to translate their strengths into economic outcomes for our companies and for our clients. The problem is when people replace personal relationships with digital engagement and leave it at that. To be fully effective, we have to come out of cyberspace to the material space and see and speak with each other.

Digital tools cannot replace human relationships. These tools do not negotiate, persuade or pacify. They catalyse, facilitate and automate. They enable multi-lateral engagement and force higher degrees of

transparency – and so they have forced us to become more attentive.

But they do not replace team work.

The building of a team and the ability to continually inspire and energise a team of disparate expertise, interests and objectives will remain an individual attitude that makes the difference between what is excellent and what is just good.

In Singapore, SACEOS aims to be the nerve centre of driving this engagement, sourcing new partners and creating a business microcosm as a perpetual business resource for our members. We advocate people engagement and value the cyberspace conversations to translate these into operational manuals and workable strategies.

That, to SACEOS, is the essential role of a professional enterprise and association.

For more information on the Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS) and how to be involved, visit www.saceos. org.sg or join the discussion on SACEOS’ LinkedIn group.

SACEOS Exco Members 2013.

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global watch

let the games

begin Twickenham Experience in London, UK

The MICE industry has started implementing ‘gamification’ in a number of ways, and with the advent of event game technology, deriving more fun and productivity from meetings. by rob cotter

With the opening of the sealed envelope revealing the name of Tokyo, the formal announcement on September 7 that the 2020 Olympic Games was on its way to the mega-city, led to scenes of euphoria amongst the Japanese Olympic delegation, from cheers to tears and every emotion in between.

Whilst a games-focused event doesn’t come any bigger than the Olympics, integrating the right aspect of a game into any event is a surefire way to unlock some of the reactive energies of the Japanese delegation. It can transform the event into one that is more productive, engaging and enjoyable, with initiatives across the globe showing the MICE industry to be

embracing ‘gamification’ benefits in a variety of increasingly sophisticated ways.

One option is to place delegates right at the heart of the complete games experience by staging an event in a prominent sporting venue. The Twickenham Experience in London, UK – a stadium considered the spiritual home of rugby – is one example that sets out to plug its sporting values into an event’s corporate objectives.

Amir Vered, head of sales and marketing at the Twickenham Experience, said: “Whatever the event, delegates cannot ignore the surroundings and Twickenham’s core values are mirrored in almost any function.”

“We have even hosted events at which corporate presentations have been delivered via the scoreboard while delegates were seated in the stadium seating,” he added.

Something that was quite difficult a few years ago – downloading the app for an event – is now pretty close to a requirement.

Twickenham Experience in London, UK

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JOHN CHEN GEOTEAMING CEO

global watch Should the ‘wow’ factor of a prestige games venue like Twickenham be secondary to finding all-out adventure, however, there are a wide range of heartin-the-mouth type options available for events and team-building.

Croatia’s Glavani Adventure Park, which has run team-building sessions for a number of years, is at its core an urge to test mettle through a suite of vertiginous challenges, from a 113-metre zip line to an 11-metrehigh two-person swing.

“Team-building [is fostered] from learning that everyone helping each other means less need for an overall boss or managers,” said Nigel Simpson, manager of Glavani Adventure Park. “The cooperation and help between each and every person on all of the 40 games on the course is exemplary. These games really stretch everyone’s capabilities…we have learnt that those capabilities are far stronger when everyone works together.”

Delegates learning about their capabilities needn’t come solely through such tree-top derring-do as at Glavani, though, as Belgian meeting service company Admire Events is keen to demonstrate through the games they offer as a central component of their own events.

“Companies want a half day out and they like interacting – team-building games in the city where at the same time they get to know the city in a different way,” said Brigitte Boone, managing director of Admire Events. “In any case, teambuilding that always works are chocolate workshops and beer tastings: Belgians do take this seriously – a lot to learn and we like to share our culture with others!”

“We see a different approach request depending on the decision maker/ nationality – e.g. Eastern Europe tends to

[A game] brings out our natural instincts to learn and to be connected to other people, both of which are crucial to a good meeting.

ANDREA DRIESSEN NO MORE BORING MEETINGS CHIEF ‘BOREDOM BUSTER’

go the more ‘classic way’ – and we adapt the programme each time to client needs,” Ms Boone explained. “It is important to us that everybody is able to participate, no matter what their function or responsibility.”

Ensuring full participation in an event game is a key benchmark of its success, and one that needs to be especially considered as a driving force behind game development in today’s industry: technology. The rise of the event app is also seeing the rise of the event game and with that, the potential to derive a lot more information by way of input as well as output from games.

John Chen, CEO of US-based Geoteaming said: “More than 60-70 per cent of people coming to a conference are now using [an event app], so that gives a huge platform, as you can add a game to the app. For using technology in game design, trying to get a platform that has the most number of people who can get onto it is important. You want to make sure of lowering the bar to entry, which is trying to make it as easy as possible for people to get logged into the game.”

“What we did at World Education Congress (WEC) this year was to use a conference game – a game available to anybody at the conference – to incentivise them to see some of the best things from the conference,” Mr Chen continued.

“The key here is custom designing the mission so that there are things that the participants get to discover and that the organisers really want them to see. What

the game is meant to do is for the players to show them the best for the conference and give them incentives to see more and do more at it.” “[A game] allows for quite a measurable way to see how much the learning is sticking,” offered Andrea Driessen, chief ‘Boredom Buster’ at US-based No More Boring Meetings. “You can know pretty quickly whether people are getting it and without that bar to be reached we don’t necessarily know if meetings are making a difference. This gives you a chance to know, and all in a fun way.”

Ms Driessen added that people are naturally wired to want to play. “It brings out our natural instincts to learn and to be connected to other people, both of which are crucial to a good meeting.”

With the progress of technology an unstoppable march, there may be further ways in the not-so-distant future for delegates to become connected to each other through event games.

“What’s happening a lot now in the gaming world is augmented reality,” Ms Driessen said. “In the gaming world you can only imagine the possibilities – we will have whole new layers of information at our fingertips.”

With so many choices at your disposal and with technology pushing the boundaries of what you can give and take from games to make your next meeting a good one, it only remains to be said: Let the games begin!

Left & right: Glavani Adventure Park, Croatia.

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technology

Rise of the event app JEREMY DUCKLIN CROWDCOMMS OWNER

Event apps today are much more than conference brochures; they are seeing more demand from end-users, who have attended events in Europe, USA and Australia and have seen the power of event apps in meetings and conferences. Organisers are starting to understand event app-related jargon, and looking more at the features of various solutions and the value proposition of suppliers. Print runs of brochures have also been greatly reduced, in lieu of environmentally-friendly event apps that can offer so much more.

With more options in the market, event organisers can now expect features such as audience response and surveys, interactive mapping, networking (closed email), gaming, advertising (brand, sponsor and exhibitor), security, personalised agendas and note-taking.

Some key points to note:

A growing demand for event apps comes with a hefty selection of event app developers in the market. Do you know what you need in an app designed for your next conference?

Networking Most delegates attend conferences and events because of the ability to network.

Ensure that your app facilitates this in an easy but non-intrusive way.

Usability Ensure that your app layout is intuitive and easy to navigate. A good app should not just be a copy of your website. Your provider should advise you on the best ways to present information, so that you can offer an excellent user experience and also maximise the exposure of the event, sponsors and exhibitors.

Vendor assessment Choose a vendor who understands the time-critical nature of events, and not just a generic app developer. Ask for references and look at their previous work.

Analytic data Knowing who visited, how long they visited and their global locations is important to enable content development. The navigation and preferences of delegates can also help improve future events. This data should be available in a single easyto-read report.

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Jeremy Ducklin established Crowdcomms in 2010 after recognising the opportunity for event organisers to benefit from the staggering uptake and capabilities of smartphones and web-enabled technology. For more information, visit www.crowdcomms.com

Know your jargon Native App – An app that you download from the app store. A truly native app should be accessible when there is no internet connection.

Web App – An app that you access by entering a web address in your phone’s internet browser.

HTML5 now allows web apps to be downloaded for offline use.

Device agnostic – An app you can access on any type of smartphone platform.

QR code – A square matrix bar code often found on print advertisements. Users use a QR code reader on their smartphones to scan a picture of the code, which then launches a website or app on the device.

Asia-Pacific Incentives & Meetings Expo Melbourne Convention and Exhibition Centre Melbourne, Australia 18-19 February 2014 | aime.com.au

AIME. FOR A FIVE STAR EVENT. If your job responsibility includes organising travel, planning meetings, staff incentives and events, or sourcing venues and hotels, you could be a Hosted Buyer at AIME, the only international business events exhibition in Australia. Anyone is welcome to apply to be a Hosted Buyer, and if accepted, you will receive VIP benefits to attend this two day exhibition, such as complimentary return flights and accommodation in Melbourne, Australia and a personalised appointment schedule to meet with exhibitors.

Apply to be a Hosted Buyer today at aime.com.au/apply 99% of Hosted Buyers surveyed at AIME 2013 agreed AIME was a good use of time for their business

Meet with 750 exhibitors from 5 continents

Anyone is welcome to apply to be a Hosted Buyer at aime.com.au/apply AIME IS PART OF THE REED TRAVEL EXHIBITIONS MEETINGS, EVENTS AND BUSINESS TRAVEL INDUSTRY PORTFOLIO

AFRICA

AIME IS OWNED BY MCB

AIME IS ORGANISED BY RTE

Q&A

Bali’s new hook JEAN-CHARLES LE COZ GRAND NIKKO BALI GENERAL MANAGER

What is the rationale behind the launch of Grand Nikko Bali’s new MPF? Grand Nikko Bali’s addition of the stylish modern meeting facilities or MPF recognises that the market has moved away from a primarily leisure destination to become a meetings and events destination as well.

Our new facilities can cater for up to 760 guests and is complemented by the addition of our second wedding chapel Kamita, which means love in Sanskrit. Furthermore, the main ballroom can be divided into three sections and there of three MPF boardrooms. The views over the Indian Ocean may require the curtains drawn during corporate meetings for better concentration!

How does the MPF stand as an ideal MICE venue for event organisers thinking of hosting their events in Bali?

The MPF employs the latest state-of-theart technology in terms of sound systems, Wi-Fi, etc., and is located adjacent to our 19 new villas for easy access by VIP delegates. One can even have a live video feed from Kamita to guests located in the MPF. Each villa has a dedicated butler trained by the Australian Guild of Butlers.

The new Bali toll road also offers rapid ac-

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The addition of a modern multi-purpose event facility (MPF) and 19 new luxury villas is proof of Grand Nikko Bali’s commitment to the MICE industry and a move beyond leisure business.

cess from the new airport to our location in Nusa Dua. The new Grand Nikko Bali MPF training for all banqueting staff guarantees high service standards and attention to detail. From a design perspective, the Australian architects from Grounds Kent Architects have delivered something quite unique, which also takes full advantage of the stunning ocean views.

How important has MICE been for Grand Nikko Bali this year? Which segment has seen particular traction?

The MPF opened officially in mid-July but it has already attracted bookings and a lot of interest from high-level diplomatic sources, corporates (both local and international), media, as well as incentives for organisations looking for a venue to thank

or motivate their top achievers in a setting with gorgeous sea views.

Which markets are on your radar for MICE business, and why?

Grand Nikko Bali is targeting the growth markets of South East Asia and Asia Pacific such as China, Japan, Singapore, Australia, Malaysia and our own booming domestic market. Basically, we ‘fish where the big fish are’. We are still targeting US and European businesses but this is a longer term prospect as these markets are still in recovery mode.

What are some current or upcoming initiatives to attract those markets?

We attend many trade fairs: IT&CMA in Bangkok; AIME in Australia; EIBTM and IMEX in Germany and IT&CM in Shanghai.

JAL/Okura Hotels’ head office is also very active in arranging MICE roadshows for company hotels to attend where appropriate. We also carry out sales missions directly in key MICE markets such as Hong Kong on a regular basis, and visit MICE agents and corporates with MICE requirements directly. We also advertise in key publications, such as micenet Asia in all markets, to build awareness of the new MPF facilities here at Grand Nikko Bali.

Q&A

Welcome to the Club PETER MAINGUY THE RITZ-CARLTON, MILLENIA SINGAPORE GENERAL MANAGER

The Ritz-Carlton, Millenia Singapore’s newly-renovated club lounge on the 32nd floor brings luxury and comfort to the highest level.

How has The Ritz-Carlton, Millenia Singapore been faring in its MICE business?

With over 50,000 square feet (4645 square metres) of meeting space and 608 guest rooms and suites set in a prime waterfront location at Marina Bay, we continue to be a hotel of choice for MICE activities. In addition to the facilities, the more important component is the legendary hospitality from our team – our guests know that any event held with us will be executed seamlessly with attention to the finest details.

This is also the reason why we have clients who choose to hold their events with us every year. As Singapore continues to be a city of choice in Asia for conducting business, we are confident that the MICE business will continue to grow.

and unique experience to all guests. The Ritz-Carlton Club Experience, which has always attracted the top tier of our MICE clients, encompasses the name recognition and in-room check-in, personalised stationery, laundry privileges and limousine transfers within the precinct. At the Club Lounge, guests are further pampered with all-day refreshments including a champagne breakfast, traditional afternoon tea, cocktails and canapés, an all-day bar and even the Sunday Champagne Brunch.

Guests can also opt to sketch the Marina Bay from the Club Lounge’s Drawing Room, where easels, paper and pencils are set out. Experiential highlights such as a resident caricaturist, bespoke cocktails and authentic local cuisine presentations serve to further enhance the experience.

What can event organisers and delegates expect from your new Club Lounge?

One of the highest hotel Club Lounges in Singapore, the newly-renovated RitzCarlton Club Lounge offers one of the best bird’s eye views of Singapore’s Marina Bay. This private enclave – a hotel-withina-hotel in feel – is well-suited for discerning travellers and extends a personalised

How will the Club Lounge be a valueadd to your existing MICE offering?

The Ritz-Carlton Club Lounge will be highly sought-after by business travellers who can rest easy knowing they are in good hands with the dedicated Club Concierge team. The hotel’s complimentary high-speed internet access ensures they stay well-connected while the Club

Lounge is the perfect setting for private discussions and meetings. Exclusive to Club guests is the use of The Library, a boardroom which seats up to 10 guests overlooking the city.

What are some new trends/ opportunities arising in the local business events landscape, and how is Ritz-Carlton, Millenia Singapore wellpositioned to leverage them?

We expect that the MICE business will continue to grow in Singapore with emerging markets like China increasingly contributing to demand. Overall, we are seeing shorter lead times which result in an increasingly flexible approach and faster turnaround times to meet clients’ needs; we have relatively less time to plan events.

Corporate social responsibility is increasing as more meeting planners now request for a community-based team-building activity to be incorporated during their visit. The Ritz-Carlton VolunTeaming® offers groups an opportunity at team-building where it’s a win-win for everyone including the local community. At The Ritz-Carlton, Millenia, our VolunTeaming partner of choice is Willing Hearts, a volunteer-based non-profit organisation which provides daily meals and support services to the underprivileged and needy in society. micenet Asia

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COVER STORY

A new dawn Suntec Singapore re-enters the MICE industry equipped with up-to-date facilities and know-how required in a modern and digital era.

by Kristie Thong

After a S$184 million (US$147 million) modernisation programme, the muchanticipated re-opening of Suntec Singapore came to fruition this June.

Hosting 96 new and returning events and welcoming a total of 650,000 visitors since, the numbers are proof that the months of closure did nothing to shake the confidence event organisers have in the centre.

A launch event held on September 12 marked the successful milestone reached in the completion of Suntec City Phase 1 which, along with new retail and F&B outlets, boasted newly-designed and flexible MICE spaces and a three-storey interactive digital wall.

According to CEO Arun Madhok, the modernisation programme was more than a simple upgrade of Suntec’s facilities; it entailed a transition to a new business model, and an entirely new way of operations.

“The recent modernisation programme was all about bringing our venue up-todate while incorporating a high degree of technology into the offerings that we can bring forward to the clients,” he says.

Additionally, the centre aimed to “provide more control to clients to manage their events and budget in the way that they want it to be”.

Tech in the house Mr Madhok believes that an internationallyrecognised MICE venue like Suntec Singapore needs to keep abreast of trends and client expectations in the industry.

One of the key changes included in the modernisation programme was technology.

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“Technology has always played a vital role in the MICE business, not as a replacement to the face-to-face experience of meetings as some predicted in the past but rather as a means of facilitating the meetings for event organisers, exhibitors and planners,” he says.

Complimentary Wi-Fi is now available throughout Suntec, which despite the rapid uptake across the industry, has remained sluggish amongst venues and hotels in Asia.

“Clients are able to reduce the cost burden on their mobile data plans as well as on their overall event budget. Event planners can use this free service to incorporate more connected services and interactive capabilities into their events.

Moreover, by offering free high-speed wireless LAN connectivity to all delegates, clients and delegates will be more connected and empowered.”

New technological tools include an online customer portal, which has been designed to cater to the busy schedules of event organisers constantly on the move.

Citing instances where miscommunication can happen when clients based overseas communicate via phone or email, Mr Madhok believes the online customer portal eliminates that problem and also “gives clients and their dedicated Suntec Experience Manager total freedom and mobility, while still accessing the same set-up plans and documents to work from”.

These changes made directly in the system are confirmed and updated in realtime, he adds.

cover story

Light it up A new feature from Suntec Singapore’s modernisation programme is the computercontrolled LED lighting on the fourth level. Coined Crystals on 4, the LED lights are designed to change colours and ceiling displays to suit any mood or event.

“Clients are now able to enhance the ambience of their events without any additional costs,” Mr Madhok says.

Working with spaces

Edging out the competition

Changes are also seen in the flexibility of the events space, with one of the core stems of the modernisation programme involves allowing space to grow with the required needs of clients.

“For example, say a client takes up a 4000-square-metre (sqm) exhibition hall and their event grows and they require an additional 1500 sqm: Traditionally conventions could only ask the client to take up another hall (i.e. another 4000 sqm), leaving the client with unnecessary space, now the client takes only the space they need.”

The re-design of the facility hence allows clients to extend halls without the need to allocate a second hall, or take up a second hall, extend the exhibition space and convert the remaining space into a fully functional classroom-styled seminar room, or a ballroom for a dinner.

“The floor plan has been designed to allow for a mini-conference to be held simultaneously with an exhibition running at full capacity, without one area disturbing the other, whether through excessive noise or frequent foot traffic.”

Event planners are now able to manage the spaces booked and design the floors to match their requirements, giving them greater flexibility and control over the space.

Mr Madhok adds that “Clients can now create a virtual layout of the floor, rearrange booths and add or remove other set-ups” where necessary, through the use of Suntec’s new interactive online portal.

Suntec Singapore’s re-invention comes at a time where the Asian MICE marketplace is operating within a competitive business climate. With a steady stream of new venues entering the industry over the years, Suntec competes with venues in Hong Kong, Malaysia, Thailand and Australia which are equipped with larger space, designed themes and functionalities to meet the ever-growing expectations of clients.

The modernisation programme places Suntec in an enviable position.

With a total MICE space of 42,000 sqm which comprises 36 meeting rooms, eight exhibition halls, and a 6000-seat concert hall, the facility is able to host intimate meetings for five to a plenary session for 5000 with more flexibility than before. Offering direct access to 5200 hotel rooms, 1000 retail outlets, 300 restaurants, six museums and a theatre, it sits in the heart of Singapore’s central business district while located only 20 minutes from Changi International Airport.

The immediate challenge for Suntec, since re-opening three months ago, was to take the venue through its most dramatic transition in the Suntec history.

“In the medium term, our challenge is to create a sustainable business that will take Suntec Singapore to new heights, solidify our position as the preferred place to meet in Singapore and Asia and continue to lead and shape the MICE industry in Singapore well beyond the next decade,” Mr Madhok says. micenet Asia

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singapore

A louder

ROAR Singapore’s continued success conceals gaps in the local business events landscape, at a time where regional service providers are making huge efforts to attract Singapore-based buyers.

by Kristie Thong

Ocean Restaurant, S.E.A Aquarium, Resorts World Sentosa.

Earlier this May, the Global Rankings by the International Congress and Convention Association (ICCA) named Singapore as the only Asian city listed amongst the top 10 convention cities in the world. This precedential recognition was made based on the destination’s record hosting of 150 ICCA events in 2012, a 5.6 per cent increase from 2011. Also ranked Asia’s top convention city for 11 consecutive years with 18 world congresses hosted and 2.5 million MICE visitors recorded between January to September 2012, it speaks of Singapore’s ability to remain competitive and her constant push to ensure its position is secured.

Infrastructure and facilities in Singapore have proven the government’s commitment to MICE, with many locallybased hotels and venues keen and ready to host large-scale events and incentives.

Despite its comparatively small size, Singapore offers buyers a diverse product offering that can only be found in the garden city.

Marina Bay Sands has become the first events venue outside the US to be certified under a new international sustainability standard within the MICE industry, achieving Level One Certification to the ASTM Standard pertaining to one of the performance standards for sustainability introduced by the global MICE industry last year.

Suntec Singapore has re-opened after a major overhaul to immediately welcome 96 events in three months, while Resorts World Sentosa has established a spectacular platform of MICE offerings, including Universal Studios Singapore and Marine Life Park, to attract special events and incentive travel groups.

The newest stand-alone meetings and events facility in Singapore has also been introduced. Coined The Ballrooms at PARKROYAL on Beach Road, it spans over 576 square metres (sqm) for events of up to 860 guests, comprising a spacious reception area, private boardroom and two pillar-less ballrooms which can be divided into six smaller rooms. Accessible with direct street access and also to the hotel via a skywalk, the facility comes with seven-metre-high ceilings and double-height floor-to-ceiling windows with a nature-inspired design.

Singapore’s portfolio of more than 150 hotels and over 50,000 rooms is also getting larger: the garden city is expected to see the return of Westin Singapore in the Marina Bay Precinct, as well as the launch of Accor’s Sofitel So Singapore in the central business district by 2014.

The road to sustenance An artist’s impression of Sofitel So Singapore.

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While Singapore has proven its capabilities on the world stage, talent shortage problems and a lack of innovation are some

singapore

Ms Kem Siew, VP sales and marketing of SGI delivering her welcome speech.

Client event, CWT.

[Client events are] a perfect avenue to gather new business partners. They are also a good way to get a clear understanding of what [Singapore customers] are looking for, and spot new trends in hospitality.

LINDA EVELYN WONG SWISS-GARDEN INTERNATIONAL CORPORATE MARKETING COMMUNICATIONS MANAGER

challenges local players believe are keeping the destination from climbing a notch higher.

But if the resilience of local players were any indication, a move this year with the Singapore Association of Convention and Exhibitors Organisers and Suppliers (SACEOS) proved its readiness to address the issues.

The association saw a freshlyappointed president from a non-exhibitions background, and for the first time, two full-time positions at SACEOS.The new SACEOS team behind the Singapore MICE Forum showed its conviction that issues needed to be addressed, most significantly through an inaugural MICE Open House which saw more than 500 tertiary students interact with MICE companies and professionals.

It gave SACEOS a platform to “raise awareness for the industry’s prospects and career development opportunities”, as president Janet Tan-Collis put it, adding that it is a much-needed step to relieve the talent shortage the industry is facing.

Apart from reaching out to the young via career roadshows, experiential workshops and more, new and relevant professional courses are in the pipeline to help retain and provide training for current MICE professionals.

Laws of attraction Industry leaders are working tirelessly to ensure business continues to grow.

Expectations of corporates, now heightened with regional and global experience brought about by increased travel and globalisation, is also driving 22

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venues and service providers to continually engage Singapore-based buyers.

Most international hotel chains would hold showcase events and road shows between April and August, in a bid to strengthen relationships with Singaporebased buyers.

Sydney-based The Star held an exclusive event at Fullerton Bay’s Lantern Bar for 60-odd local buyers. In an attempt to introduce its multi-faceted offerings to the Singaporean crowd, everyone in attendance took home a two-night complimentary stay at The Star.

Swiss-Garden International organises annual client appreciation events in Singapore as a way to emphasise its dedication to the market, with one recently held in Clarke Quay’s ChinaOne bar.

Citing Singapore as a key source market, corporate marketing communications manager Linda Evelyn Wong says these events are a great way to build rapport and provide updates on property developments, new hotels, and product offerings.

“There are new changes every year, and this is a perfect avenue to gather new business partners. It is also a good way to get a clear understanding of what [Singapore customers] are looking for, and spot new trends in hospitality,” she says.

Ms Wong adds that whilst Singaporebased buyers continue to look for special touches such as themed parties and dinners and new product offerings, the demand for excellent service standards and competitive prices correlating with

offerings are just as important.

“Through such events, we try to change our strategies in reaching out to the Singapore market.”

Carlson Wagonlit Travel, a travel and event management company, ensures the client events they organise are reflective of their capabilities.

“While there are many global and local tradeshows and forums where clients can meet with suppliers and talk about what services they provide, clients rarely get the opportunity to experience first-hand the capabilities and expertise of an event management company,” says CWT regional business development director, meetings and events Asia Pacific, Neera Gupta.

“Through staging an event, we are able to showcase our event management capabilities as well as our supplier relationships to deliver events that go beyond the ordinary, not the budget.

“It also provides a great platform for buyers to network and exchange ideas/challenges with peers from across industries and build stronger relationships with their partners and suppliers,” she says.

Contrary to innovation issues highlighted across the country, Ms Gupta believes that there is a greater emphasis on creative ideas and exclusivity in Singapore. “[We are] still experiencing growth in the meetings and events space, and companies understand the benefits these activities have on brand awareness and loyalty.”

Check out our Singapore meetings and incentive travel supplement on the micenet iPad app for activity ideas.

The Westin Singapore.

case study

CWT displays

event

management chops

Event overview Carlson Wagonlit Travel sought to showcase its event management capabilities to its top-tier clients. From conceptualisation to the right venue; managing invites and registrations; seamless movement of people through a partnership with the right ground transportation partner; and providing guests with a “never done before” experience.

Execution The evening started off with cocktails and canapés at the exclusive Sky on 57 at Marina Bay Sands Hotel, a rooftop venue CWT was told many guests had not yet visited. Food was served, with attention given to people with special dietary requirements.

Limousines courtesy of The Booking Room were parked in front of MBS, ready to transfer clients and partners to the docks at Sentosa Cove. Once at the 24

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dock, golf buggies brought guests to an exclusive yacht.

Guests were welcomed on board the luxurious catamaran from Infinity Sails, with chilled glasses of Moet & Chandon champagne.

They were then given a safety briefing, before the yacht cruised around Sentosa waters and gave guests a glimpse of the fireworks and the beautiful skyline of Singapore at night.

Guests were treated to more food and beverages throughout the night of networking, before concluding with limousines transporting clients back to their preferred destinations.

Challenges & triumphs One of the biggest challenge that meeting planners face is shorter lead time, according to Neera Gupta, regional business development director, meetings

Name oF event

CWT M&E Client Event

Venue

Sky on 57, Sentosa Cove

When

September 4, 2013

Pax 20 Organiser Carlson Wagonlit Travel (CWT)

and events Asia Pacific.

“With Singapore being a regional hub for Asia Pacific and an important destination, getting access to availability of senior management as well as events space can sometimes be quite difficult.”

Despite this, given CWT’s event management experience and the right partners for support, they were able to overcome this challenge ensuring seamless planning and execution of the event.

Event feedback The event received very positive feedback from CWT’s clients, many quoting this to be the most memorable evening for them in Singapore.

CWT did a great job at putting together a wonderful event. Despite living in Singapore for over seven years, I had not seen the city in such a light, as I did that evening.

I thoroughly enjoyed this unforgettable experience!

CFO, FMCG

D EL IVERI N G YO U R EV E RY M E E T I N G N E E D

At Millennium & Copthorne International Limited, we take pride in meeting and exceeding the needs of our business and leisure travellers. With a full range of business support equipment, wireless connectivity, state-of-the-art facilities, a dedicated events team and awards-winning restaurants, we are the unparalleled choice for your next meeting or convention.

ASIA EUROPE MIDDLE EAST

Visit us at www.millenniumhotels.com.sg NEW ZEALAND INTERNATIONAL RESERVATIONS NUMBERS Australia China, North China, South Hong Kong SAR Indonesia

1 800 124 420 10 800 650 0558 10 800 265 2531 800 962 541 001 803 656 541

Malaysia New Zealand Singapore Taiwan Thailand

1 800 801 063 0800 808 228 +65 6735 7575 008 01 651 505 001 800 656 544

NORTH AMERICA

More than 100 hotels worldwide

singapore

MICE passport rewards meeting planners Companies hosting events at selected Millennium & Copthorne properties in Singapore are entitled to a MICE Passport initiative, which provides planners redeemable rewards such as complimentary broadband, refreshments, dining vouchers, hotel stays or even a cocktail reception.

Organisers will receive a stamp with every S$1000 spent on eligible meeting revenue, and earn as much as eight stamps per event.

The participating hotels of the MICE Passport programme include Grand Copthorne Waterfront Hotel Singapore, Orchard Hotel Singapore, M Hotel Singapore and Copthorne King’s Hotel Singapore.

Choose from event spaces available:

Under one unique roof Resorts World Sentosa has been recognised as an unparalleled MICE destination due to the wide variety of accommodation, convention facilities and world-class attractions within a single location.

With six luxury hotels, Universal Studios Singapore, Marine Life Park comprising the world’s largest aquarium, S.E.A. Aquarium, and the region’s only aquatic park infused with marine life, Adventure Cove Waterpark, the Maritime

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Experiential Museum, and destination spa ESPA – it offers a versatile choice of venues both indoors and outdoors for events ranging from formal receptions to intimate events.

The resort can host over 36,000 delegates at any one time within its diversity of event spaces, from the region’s largest column-free ballroom to its 37 function rooms and over 20 unique event venues.

13 versatile function rooms totalling over 2000 square metres in Orchard Hotel Singapore; a Waterfront Conference Centre with 34 meeting rooms across 6040 square metres in Grand Copthorne Waterfront Hotel Singapore; and over 1228 square metres of events space including nine meeting rooms and a ballroom at M Hotel Singapore.

With an existing portfolio of 18 properties across Singapore, China, Taiwan, Thailand, Malaysia, Indonesia and the Philippines, Millennium & Copthorne Hotels will be introducing three China properties by the end of this year – M Hotel Chengdu. Millennium Resort Hangzhou, and Millennium Hotel Fuqing.

For more information, visit www. millenniumhotels.com.sg/meetings

trending

the stones that

sparkle Positioned near Legian Beach and all the Kuta-Legian-Seminyak action, The Stones Legian Bali, a Marriott Autograph Collection hotel, offers over 3000 sqm of flexible MICE facilities. As the largest in the area accommodating up to 2200 delegates, it includes one of Bali’s largest pillar-less ballroom of 1493 sqm.

“Since The Stones opened December 2012, we’ve seen a healthy increase in MICE business, especially with our large capacity, stateof-the-art MICE facilities,” states director of sales and marketing, Pamela Ong. “We anticipate MICE to be on par with the increased leisure travel to Bali.”

308-room The Stones, a MICEoriented hotel, is aware of the importance of focusing on MICE as a business segment “not only to boost room occupancy, but also contributing to F&B departments,” explains Ms Ong. “With increased flight frequencies from regional destinations to Bali, especially now from Singapore, this increases opportunities for MICE groups combined with expanding number of hotels opening with MICE facilities – contributing to Bali as a preferred MICE destination.”

“Currently our strongest markets are Australia, domestic Indonesia and Singapore; forward plans include participation in regional MICE tradeshows from emerging markets such as China – especially Hong Kong, Shanghai and Beijing.”

Unique touches The Stones defines itself by ‘less predictable stays’ and ‘unexpected 28

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Bali’s MICE-oriented hotel on Legian injects playful touches unique to the island’s usual offerings.

by Samantha Coomber

delights’ and continually aims to offer something different for both MICE and leisure guests, invariably with unique, playful touches. “We strive to make every day a unique experience for our MICE guests, with a wow factor, getting away from usual island offerings,” says Ms Ong. Pre-booking, The Stones sends out a succinct online powerpoint presentation to stand out from competitors in both presentation and execution, making it easier for planners to choose from multiple venue options.

“In terms of helping event organisers to compile hotel reservations, we can custom-build a dedicated group website for delegates to book accommodation at negotiated conference rates,” states Ms Ong. “We provide a one-stop dedicated service assisting organisers from planning, vendor sourcing to the execution of events, taking away the hassle.”

Utilising local knowledge, this can cover securing reservations at the island’s hippest restaurants to well-sourced delegate gifts, such as traditional Balinese souvenirs presented in a customised gift box with explanatory description.

On arrival, The Stones can offer airport

transfers in vintage VW Kombi vans; once at the openair marbled lobby, a separate tailormade group check-in zone can be organised. Rather than standard welcome drinks, delegates receive a more refreshing three-flavoured popsicle.

Welcome receptions can be hosted beside the hotel’s 3000 sqm lagoon-style pool (which their three meeting rooms look out over), surrounded by an entertainment deck and three F&B venues; again customised, from cocktails and fresh oysters to dramatic fire dance performances. Delegate in-room “welcome surprises” include Bali Survival Kits or multicoloured muffins at turndown. Inventive, tailor-made themed coffee breaks in the break-out area are also a Stones signature.

“With three to four day meetings, organised dinners and then home, delegates may not have much time to see Bali, thus within this important 20-30 minute window, we try to introduce the Balinese culture,” explains Ms Ong. Themes include artists from Ubud (Bali’s arts and crafts hub) recreating an artists’ studio (quirky touches include food served from decorated paint cans), or a kitchen or living room set-up.

Besides poolside terrace lunches, or Gourmet Express – The Stones’ hip alternative to room service – hotel food can be served from authentic mobile food carts. With “spirit to serve the community” as Marriott’s company culture, The Stones’ activity focus is corporate social responsibility, arranged with local orphanages or other charitable organisations.

bali Pictured: Pecatu village, Nusa Dua, Bali.

the APEC

effect The recent APEC CEO Summit held in Bali has led to unprecedented growth and development for the island, and how the government and service providers leverage existing opportunities will determine its MICE performance post-APEC.

by SAMANTHA COOMBER

In the months and even years leading to Bali’s hosting of APEC CEO Summit 2013 (Asia Pacific Economic Cooperation) early October at high-security beach resort Nusa Dua, this high-profile global event – and its anticipated aftermath of boosted largescale events and visitor numbers – has been a catalyst for the island’s upgrading of infrastructure and MICE facilities, and unprecedented hotel development.

Major infrastructure upgrades in 2013, steered by the Balinese Government to facilitate the APEC Summit, are also part of ongoing efforts to solve the island’s urgent “challenges”.

Ngurah Rai International Airport (NRIA) is just completing a massive US$277 million redevelopment project, taking its annual passenger handling capacity from seven to 25 million, accommodating larger planes and providing a new transit Novotel Hotel. Opening in time for APEC, these new terminals will also help accommodate Bali’s anticipated high visitor numbers.

Now operational, Simpang Siur Underpass has already reduced traffic bottlenecks at the Dewa Ruci junction near Kuta, connecting south Bali’s major tourist areas, while the new toll road, elevated over coastal waters connecting Benoa Harbour, Sanur, Nusa Dua and NRIA, 30

micenet Asia

opened in September; built, again, to solve chronic traffic congestion and drastically reduce journey times.

As the official venue for October’s APEC 2013 and better primed for post-APEC international demands such as WTO’s Ministerial Conference in December, Bali Nusa Dua Convention Centre (BNDCC) completed its Phase Two development this August, tripling its convention and meeting spaces to 75,000 square metres (sqm), with new facilities such as a convention hall and a five-star hotel complex. BNDCC is now Indonesia’s largest convention centre, accommodating up to 12,000 delegates.

Hotel upgrades Bali’s established upscale resorts have been upgrading and expanding their MICE facilities in readiness for APEC and the lucrative MICE business potential afterwards.

In response to increased demand for world-class venues and VIP events in Bali, 368-room AYANA Resort and Spa launched new technologically-advanced meeting and conference facilities. As one of the APEC Summit’s hosts, it features a secure new garden complex with a separate check-in area, six contemporary-designed breakout rooms including a 150-seat auditorium and

Bali is now a serious contender for major MICE events; APEC is an important element in the island’s economic growth.

FREDERIC HEYDEMANS AYANA RESORT AND SPA PUBLIC RELATIONS/MARKETING COMMUNICATIONS MANAGER

a 22-seat VIP boardroom, and a ballroom extended by 45 per cent to accommodate up to 900 attendees.

These upgrades strategically coincided with the September launch of RIMBA, a 297-room resort within AYANA’s grounds.

Created both as a self-sufficient facility and additional back-up accommodation and meetings support for AYANA, RIMBA offers a 300-sqm ballroom, three versatile conference rooms with latest conferencing technology, and a rooftop function area.

“Along with Bali’s upgraded infrastructure, these new five-star facilities support Bali’s continued growth as a destination for international conferences and meetings,” states public relations/ marketing communications manager, Frederic Heydemans.

“Bali is now a serious contender for

bali The expansion of Bali’s infrastructure and capabilities of hosting global forums will add that much exposure to what already is an international destination.

DARIO ORSINI SHERATON BALI KUTA GENERAL MANAGER

Bale Banjar Ballroom at Le Meridien Bali Jimbaran

major MICE events; APEC is an important element in the island’s economic growth.”

An official APEC Summit venue and host to the Miss World 2013 pageant in September, Bali International Convention Centre (BICC) integrated with Westin Resort Nusa Dua (both Starwoodmanaged) completed a US$4 million facelift in August. Featuring upgrades to public spaces, external landscaping and meeting rooms, they resulted in a more contemporary look and modernised IT and audio/visual capabilities. Highlights include 26 revitalised function rooms, VIP holding rooms, a 506-seat auditorium with a built-in stage renamed as Mangupura Hall accommodating 2500 delegates, a multi-functional exhibition hall (1363 sqm) and a new lounge. Westin Resort’s own revitalisation programme includes a new 94-room accommodation wing near BICC. “These upgrades elevate BICC to a world-class meeting venue,” states director of marketing communications, Dewi Anggraini. “Key target markets are Asia MICE, government meetings and events and domestic.”

Also in Nusa Dua, Nikko Bali rebranded in July to Grand Nikko Bali, introducing new facilities such as an 11,840-sqm Multi Purpose Event Facility Function venue (MPF) with a pillar-less 1008-sqm ballroom and avant garde design and technology throughout.

Sahid Ballroom at Sheraton Bali Kuta Resort.

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“Grand Nikko is a designated APEC resort and will be involved in meetings for embassies and high-level political delegations before, during and after APEC,” states general manager Jean-Charles Le Coz. Notable properties opening 2013 include a 415-room Sofitel Bali Nusa Dua, partially opened September in readiness for APEC, with a grand ballroom (662 sqm), five meeting rooms and a multifunction beachfront grand room (573 sqm). The five-star property closes after APEC for construction completion, reopening Q1, 2014.

Starwood further entrenched its MICE player status with two new five-star properties; prime examples of alternative, diverse facilities in destinations removed from MICE epicentre, Nusa Dua. Offering Kuta’s largest MICE facilities is Sheraton Bali Kuta Resort. Opened December 2012, it features nine event spaces totalling 1600 sqm.

Jimbaran Bay also gets new MICE upgrades with the May launch of 118room Le Meridien Bali Jimbaran; 645 sqm of ultra-modern multi-functional events space includes the glass-encased Celebration Pavilion (144 sqm) and Bale Banjar Ballroom (155 sqm) on the resort rooftop. Additionally, Westin Ubud Resort & Spa, rescheduled to open 2014, promises sophisticated new MICE facilities in unchartered MICE territory, Ubud.

Launched June, Regent Bali Sanur is Sanur’s first international beachfront property in four decades and this luxurious, 94-suite Regent flagship offers high-end, small-group upscale alternatives: a seafacing lounge terrace caters for cocktail parties and dinner settings, while the Library works for intimate, high-level meetings.

“Sanur isn’t regarded as a destination for MICE or high-end clients, but this may change with Regent Bali’s arrival and the new toll road – the airport and Nusa Dua now just 20 minutes away,” states PR manager Ria Leimena.

Post-apec fall out?

Bali’s MICE business has been increasing year-on-year and its potential as a MICE destination has now shot up markedly.

The destination is now primed better to compete on the world stage – attracting larger events and building more destination awareness beyond traditional markets in Southeast Asia.

“The expansion of Bali’s infrastructure and capabilities of hosting global forums will add that much exposure to what already is an international destination,” confirms Sheraton Bali Kuta general manager, Dario Orsini.

“Bali is definitely ready for post-APEC. Most of the issues related with traffic have been dealt with pre-APEC and along with the airport, should keep Bali in reasonably good stead for the next 24 months, plus security overall is well-maintained. The next big issues will be water supplies and waste management,” states Grand Nikko’s Mr Le Coz, who also represents Bali Hotels Association.

The Balinese government seeks to tap the promotional opportunities gained from 2013’s large-scale conferences, developing the island as a prime MICE destination. Bali needs to build upon this momentum and specifically promote the island as a conventions destination to secure major events; if not, there may be fresh challenges filling the new MICE venues and room oversupply.

Exterior of Bali International Convention Centre.

opinion

Location, location, location DANIELLE PUCETA AMERICAN EXPRESS MEETINGS & EVENTS DIRECTOR, JAPA

American Express Meetings & Events’ Danielle Puceta lists some primary considerations you should make before deciding on a location or venue for your event.

Regardless of the purpose or budget of an event, it is often the location which is the most hotly discussed topic. And perhaps rightly so. Location and venue selection can be one of the more glamorous and dare I say, fun, tasks associated with meetings and events. The venue can make or break an event.

When deciding upon a location, it is critical to bring the whole team together, including external meetings management consultants where applicable, to discuss objectives, budget and key success factors from the outset. The primary considerations for an event location are the purpose and objectives. For example, is the event an incentive or reward where the primary goal is to treat the attendees to a unique experience? Or will the event take a more serious or confidential tone?

The next considerations are the meeting budget and the geographic proximity of the attendees. If you are planning an event for very senior, typically time-poor, business people, obviously one of your most important considerations should be travel time and ease of access. Once we have narrowed down a geographic area, we then need to prioritise the most important functional

aspects such as activities, technology requirements and attendee numbers.

Whilst convenience and functionality are important, we must also balance this with creating the right impression. Hotels and conference centres have traditionally been the most popular venues. These are usually purpose-built venues with specially-trained hospitality staff and scalable facilities to accommodate many different meeting types. We have also seen an emerging trend in recent years towards more creative or adventurous event spaces like museums, private houses, boats or even private islands.

The advantage of unconventional locations is an opportunity to create a unique and memorable experience.

As meetings management experts, we advise our clients that while a memorable experience is desirable, it is crucial we get the fundamental elements of staff, logistics, technology, equipment and accommodation correct first. It is also important to take into consideration the audience, industry and tone of the event.

An adventurous space might be suitable for a creative or informal meeting but might not set the right tone for a highlyconfidential meeting.

As meetings management experts, we advise our clients that while a memorable experience is desirable, it is crucial we get the fundamental elements of staff, logistics, technology, equipment and accommodation correct first.

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According to the 2013 Meetings Forecast by American Express Meetings and Events, demand for non-traditional meetings spaces in Asia is expected to grow slightly with 41 per cent of respondents expecting demand to increase by at least 1-5 per cent this year. We are also seeing increased interest in hosting meetings in countries such as Cambodia, Myanmar, South Korea and Taiwan.

These countries are still seen as exotic and therefore desirable for meeting planners.

A number of global hotel brands are also opening up properties locally, making it easier for planners to host meetings.

In the foreseeable future, we are likely to see large cities in the Asia Pacific region continue to be the primary location for events, but interestingly respondents to the Forecast predict the shift towards second-tier cities will be higher in Asia than in North America or Europe. Lastly, possibly due to the ongoing economic uncertainty, demand for luxury and resort properties in this region is predicted to be flat in 2013; however, mid-tier properties in Asia are expected to experience a slight increase in demand, of 2.3 per cent.

By properly considering the event objectives, budget and key success factors from the outset, we can narrow down the venue choice significantly before any site visits take place. Planning, preparation and background research should ultimately help make the allimportant decision on venue a lot easier.

ADVERTISEMENT FEATURE

Power of Three Marco Polo hotels, Hong Kong

Orchid Room, Marco Polo Hongkong Hotel.

In the heart of Tsim Sha Tsui, Hong Kong, three sophisticated and elegant Marco Polo hotels have consistently upheld their position as event bigwigs coupled with exceptional and personalised Asian hospitality.

Marco Polo Hongkong Hotel, Gateway Hotel and Prince Hotel, positioned in a stretch on Canton Road, bring contemporary sophistication to the city and take guest experiences to new heights. With more than 1,450 rooms and suites, they are accompanied with a diverse range of venues to create unforgettable event experiences. Over 1,400 square metres of meeting and banquet space, including creative dining concepts, are available for a myriad event types.

In Marco Polo Hongkong Hotel, event planners can leverage various event spaces such as the Bauhinia Room I to V and Orchid Rooms I and II of 14 stylish function rooms that are ideal for corporate

Harbour View Room, Marco Polo Hongkong Hotel.

meetings, luncheons and cocktail receptions. The Centenary Ballroom is the perfect balance between elegance and intelligent architecture, capable of holding banquets for up to 360 guests or over 400 guests theatre-style.

Gateway Hotel has four exclusive function rooms with colour-coded names, including Noire, Ocher, Fuchsia and Turquoise to suit any style and preference.

The wine room, aptly dubbed Ji , is ideal for special occasions, while turnkey packages and creative menus are available with custom-designed pricing to ensure event planners get the most of what they’re paying for.

Other banqueting facilities can be found in Prince Hotel’s principal venue, Xiamen Suite, which evokes understated elegance in its classic interiors. Spanning 112 square metres, it can be further divided into two function rooms and has exceptional sound-proofed walls for maximum privacy.

Along with state-of-the-art conference facilities, the hotels boast an experienced and innovate in-house banqueting and events team that promises to meet the Marco Polo Hongkong Hotel Tel: +852 2113 0088 Fax: +852 2113 0011

Gateway Hotel Tel: +852 2113 0888 Fax: +852 2113 0022

Deluxe Room, Gateway Hotel.

specific needs of event planners with utmost dedication. Marco Polo hotels, Hong Kong also offers nine renowned restaurants and bars; living up to Hong Kong’s esteemed title as the culinary capital of Asia. From authentic Italian at Cucina to international gourmet choices at the upmarket Three On Canton and urban bistro add@Prince, there is always something for discerning taste buds. The two fabulous al fresco dining hotspots, Cucina Bar & Terrace and Be on Canton, also add to the charm with delectable bites, cocktails and aperitifs.

Function Room, Gateway Hotel.

Complimentary Wi-Fi throughout the properties, gymnasiums at Marco Polo Hongkong Hotel and Prince Hotel and a well-appointed swimming pool in Marco Polo Hongkong Hotel are other amenities available for guests at no extra charge.

The Marco Polo hotels trio is located within the most vibrant shopping destination, with all three properties attached to Harbour City, the largest shopping complex in Hong Kong. A 35 minutes’ drive to and from Hong Kong International Airport, business travellers and MICE groups can expect a fuss-free and convenient transfer. The hotels are also within walking distance to the China (HK) Ferry Terminal, which provides ferry links to China and Macau.

Prince Hotel Tel: +852 2113 1888 Fax: +852 2113 0066

Canton Road, Harbour City, Tsim Sha Tsui, Kowloon, Hong Kong www.marcopolohotels.com

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vietnam

upward bound Long earmarked as Asia’s hot new MICE destination, despite recent economic hurdles both domestically and globally, Vietnam has increased in popularity as an attractive Asian destination with significant development in its MICE business.

A 2012 Vietnam Economic News report confirmed Vietnam’s strong MICE position within the region alongside Malaysia, Laos and Singapore, with an increase in MICE visitors reaching double digits compared to 2010 and 2011.

Contributing factors include improved tourism infrastructure, stable politics and economy, stunning landscapes and cultural sites, and more upscale hotel brands catering for room availability and eversophisticated MICE facilities – especially regionally, where second-tier MICE destinations are stand-alone successes.

Vietnam also reinforced its global MICE player status by successfully hosting key events such as 2010 World Economic Forum and APEC and ASEAN Summits, at a time when some perceive Southeast Asia’s MICE tigers Singapore and Malaysia have “maxed-out” their venue capacities.

“Although Vietnam experiences its own challenges these past three years, ACCOR considers it one of the region’s most strategic markets, sustaining longterm economic growth,” affirms ACCOR 36

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Vietnam’s MICE industry has come a long way, but there’s plenty of room for improvement.

by Samantha Coomber

Southeast Asia senior vice-president, Patrick Basset.

“With business travellers increasing annually, Vietnam shows great MICE potential growth, hence ACCOR’s recent MICErelated openings in key cities: Pullman Hanoi, Pullman Danang and ibis Saigon South, Ho Chi Minh City (HCMC).” Additionally, Pullman Saigon Centre opens in Q4 2013.

Could do better Although making huge progress in promoting the country as a MICE destination, MICErelated tourists to Vietnam remain modest, failing to correspond to Vietnam’s potential.

Many blame lack of funds and national marketing promotions and especially, Vietnam National Administration of Tourism (VNAT), for underachieving results. Even VNAT’s general director blamed its limited tourism promotion campaign efforts and low budgets, while a top-tier of the Vietnam Society of Travel Agents, was quoted stating: “Vietnam’s governmental budget for advertising and promotion is [meagre] and MICE tourism needs a boost.” With only 1.5-2 million dollars allocated for campaign budgets, Vietnam lags far behind other regional countries.

Sufficient central government support is needed to further develop the MICE Industry, with allocation of funds for destination

Public and private sectors [in Vietnam] need better cooperation in promoting the destination, having their own convention and visitors bureau to maximise market potential.

TUAN MINH NGUYEN T&H CONSULTING MANAGING DIRECTOR

promotions at key MICE exhibitions.

Quality venues exist but there are limited international-standard facilities, and more space is needed as the market grows.

Infrastructure requires major upgrades and more international flight routes, besides improvement in service professionalism – in the context of fierce regional competition.

“Vietnam’s MICE visitors are decreasing,” confirms InterContinental Asiana Saigon director of sales and marketing (DoSM), Michaela Smith.

“Reasons include lack of hotels with sufficient MICE facilities and catering for large groups requiring 200 rooms-plus per night, plus the current global austerity situation.”

“ACCOR’s hotels have seen a healthy growth in corporate numbers. However, those solely attending conventions or

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vietnam

JW Marriott Hanoi.

exhibitions remain relatively minimal, especially beyond Hanoi and HCMC,” affirms ACCOR’s Basset. “Remaining challenges include lack of accessibility to second-tier cities and high costs compared to neighbouring destinations.”

Vietnam’s restrictive and overpriced visa policies are also universally unpopular.

“There’s too much centralisation on just one agency, instead of dividing the workload amongst others,” says Vietnam-based T&H Consulting managing director, Tuan Minh Nguyen. “Public and private sectors need better cooperation in promoting the destination, having their own convention and visitors bureau to maximise market potential.”

Go it alone?

The road forward for MICE development appears to lie in regional centres and individual efforts.

Central Coast of Vietnam (CCV) have experienced an unprecedented MICE boom and increased competitive edge, thanks to an invasion of MICE-savvy, value-for-money global brand hotels, a new international airport and increased direct flights, such as Hong Kong routes.

“As ACCOR anticipates a strong flow of more business travellers to Danang, the last two years we’ve opened Pullman Danang Beach Resort, Grand Mercure Danang and Novotel Danang Premier Han River, each offering superb MICE facilities,” confirms ACCOR’s Basset.

“Danang’s MICE market is definitely getting stronger; Intercontinental Danang Sun Peninsula Resort has hosted many high-profile groups,” confirms Hoàng Thùy Trang, public relations.

Danang authorities have confirmed MICE as one of their three key tourism sectors for 2011-2015, but CCV’s collective top hoteliers believe this region still “punches well below its weight”.

Hence, this group established the Central Coast Vietnam Destination Marketing 38

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With local, private and government efforts, Nha Trang should emerge as a prominent Vietnam MICE destination.

COLIN MCCANDLESS INTERCONTINENTAL NHA TRANG GENERAL MANAGER

Organization (CCVDMO) to “captain” destination marketing, redefine the central coast product, and boost direct international flight connections – including Bangkok and Australia. North of Danang, Vietnam’s first integrated resort, Laguna Lang Co, opened recently with extensive MICE facilities; their in-house marketing campaigns include aggressively tapping business partners in key regional markets.

“HCMC and Hanoi are generally firstchoice MICE considerations, however both Danang and Nha Trang increase in popularity as an add-on to city events or stand-alone primary incentive location,” states Sheraton Nha Trang DoSM, Mandy Trang. “Nha Trang has benefitted from direct or charter flights from Russia and South Korea.”

InterContinental Nha Trang will further contribute to its allure, launching by Q1 2014 with sophisticated events facilities including Nha Trang’s largest pillar-less ballroom (756 sqm).

General manager Colin McCandless says: “NhaTrang’s MICE market isn’t as robust as leisure, but the local government aims to develop the city’s tremendous MICE potential. With local, private and government efforts, Nha Trang should emerge as a prominent Vietnam MICE destination.”

Hanoi and HCMC still remain Vietnam’s MICE heavyweights. Again, HCMC’s local authorities have worked hard to keep the momentum going, building efficient infrastructures and offering attractive investor benefits.

“Regionally, Danang has done well attracting MICE business, particularly incentive, and commercial hub HCMC attracts T & T, Exhibitions and Corporate training. However, Hanoi also thrives and with JW Marriott Hanoi just launched, we hope to strongly contribute to Hanoi’s overall MICE improvement,” states JW Marriott Hanoi general manager, Bob Fabiano.

Located in Hanoi’s new Central Business District, uniquely opposite the National Convention Centre, JW Marriott Hanoi boasts over 2400 sqm of meetings and exhibiting space on one floor – previously unseen in Hanoi. “Hanoi can now mutually compliment HCMC, as there’s added incentive to conduct city-tocity meetings and bi-yearly conferences,” concludes Mr Fabiano.

Most, like InterContinental Asiana Saigon’s DoSM Ms Smith remain optimistic, believing “Vietnam is still ‘the destination’ for international visitors including MICE delegations – once the global economic downturn starts recovering”.

Guestroom, InterContinental Nha Trang.

Lobby of InterContinental Nha Trang.

ADVERTISEMENT FEATURE

An exclusive doorway into Saigon InterContinental Asiana Saigon brings MICE groups closer to the heart of culture with insider expertise The InterContinental Asiana Saigon has won the hearts of event planners due to its array of offers, service standards and cultural value-adds.

Alongside 305 guestrooms and 19 suites, accompanying MICE facilities in InterContinental Asiana Saigon include meeting rooms ranging from 39 to 818 square metres in size, with a majority featuring abundant natural light. Its pillarless ballroom is the largest in the city, perfect for themed dinners, gala events and stylish weddings with a capacity of up to 600 guests banquet-style.

Located in the heart of bustling Ho Chi Minh City in proximity to famous colonial landmarks such as the Notre Dame Cathedral and Opera House, InterContinental Asiana Saigon offers exclusive access to a variety of off-site venues and unique cultural experiences.

But a true differentiation that sets the property apart from the competition lies in its InterContinental Meetings programme.

Focused on delivering a seamless service in environments that inspire groups to network and connect with their surroundings, every element in the service and technology has been designed to simplify the event planning process. Customisation is offered at every stage of an event, from fast availability

checks and transparent pricing to latest technology tools and interactive floor plans.

At InterContinental Asiana Saigon, it is not what the property delivers but how it is being delivered that creates the distinction.

The team behind the InterContinental Meetings programme aims to bring guests closer to the history, culture and flavours of Saigon. Be it year-end parties, gala dinners, annual conferences or corporate meetings, local knowledge and expertise is the driving key behind the team’s ability to look far beyond everyday experiences to bring the best of Saigon to an event.

MICE planners and delegates will also gain access to InterContinental Asiana Saigon’s local knowledge in the form of The Insider Collection. Bringing a new dimension to corporate meetings and incentive groups, it offers a carefully researched selection of activities that reflect local expertise, comprising of five

elements such as Insider Location, Insider Speaker, Insider Community, Insider Interaction and Insider Break.

InterContinental Asiana Saigon offers a quality mix of eastern and western cuisines like no other. Indulge in authentic Cantonese and Peking flavours at its signature Yu Chu restaurant; sample traditional antipasti, pizza, pasta, entrees and home-made desserts at Italian trattoria-style Basilico; or enjoy the best of both worlds at Market 39, which unites the best of East and West in a buffet and a la carte dining experience.

Delegates after a long day of meetings will take solace in Spa InterContinental, a rejuvenating and wholesome contemporary spa that promotes relaxation and healing.

Combining fresh, local traditional herbs and plants with professional spa expertise, the spa promises a truly sensory experience with beauty treatments featuring worldrenowned cosmetics.

Deluxe Room.

Spa InterContinental.

Grand ballroom, classroom set-up.

InterContinental Asiana Saigon Corner Hai Ba Trung St. & Le Duan Blvd, District 1, HCMC, Vietnam Tel: (848) 3520 9999 • Fax: (848) 3520 9955 saigon@ihg.com • www.intercontinental.com/saigon

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we are y

MICE students speak up Expectations of the MICE industry prior to graduation and what it actually entails are often worlds apart, as these two Generation Y students from Singapore tell us.

Noorezzati bte Abdullah (Ezza) Final year polytechnic student

Jeremy Ow First year polytechnic student

What lessons have you gained after working as an intern in the MICE industry?

I realised that everything taught in school is clearly related and can be applied in the work I do. I also felt that failure is not really an option at work, because you are given the responsibility to perform your task and there are expectations set, therefore I am under pressure not to let everyone down, especially when working in a small team.

However, I am reminded that with error comes experience and overall it was still a learning journey for me.

Having heard what Ezza described about her internship, how do you feel it’s different from your impression of internships?

Ezza shared that she expected her internship to involve working on lots of events, but she had spent a lot of time on administrative tasks instead.

I think her expectations of an internship weren’t so different from mine, because I expected to be doing things such as site inspections.

Interns need to have realistic expectations of their internships to be prepared for it and avoid disappointment. I had the impression that interns are given minor/mundane tasks because we lack experience and we are only temporary staff – I believe that this impression is quite common among students as well.

I realise it is important that all employees, including interns, know the importance of their responsibilities and understand how the tasks they are entrusted with benefits the company.

What have you learnt about MICE and working in events?

I learnt the importance of networking – people want to make as many contacts as possible because this industry is almost entirely contacts-based. Serious work has to be put in as well; it is not just about talking to people and getting to know others, it is also about getting to know the foundation of the work itself, especially in events.

What was your initial perception of working in MICE and how do you feel about it now?

I thought that I could go straight into execution of an event, but I learnt that there are those little important details to look into before an event takes place.

What are your plans upon graduation?

I want to explore my options further.

This internship has provided me with the invaluable experience of truly experiencing what work life is, and all the aspects of coordinating an event.

Although I have so much more to learn, i know that I want to be part of something events-related.

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You once felt some modules in your course weren’t relevant in the future - has that perception changed?

Some modules were not directly related to my course of study (I chose a MICE specialisation), hence I thought they weren’t important because I would not be using the knowledge in the future.

I have to admit this thinking is quite shallow. I realise that while I may not be doing accounting, statistics or marketing in the future, they are needed for a company to function and grow. The modules I have taken were also good as I have learnt many new things, although I probably will not fully appreciate statistics.

What are some internship ideas you have in mind?

I have met a few incentive trip planners or tour leaders and I want to experience what it’s like. This would allow me to travel a lot, learn about other cultures and of course, enjoy their cuisine! Alternatively, I would like to attempt an operations role in a destination or events management company.

china

Shanghai

boom The city of Shanghai is an attractive MICE destination that needs to become truly global.

China’s unprecedented wealth boom correlates with an extensive increase in outbound FIT and MICE travel. Shanghai, the epitome of the country’s bolstering economy, is a metropolitan city reflective of its rapid ascension.

The city has a great mix of European style, flair and culture meshed with a vibrant new skyline. Most significantly, the calibre of present hotels, restaurants and attractions speaks no less of a city that is truly metropolitan. In addition to the current sea of international brand hotels, more have opened, many with sufficient event facilities.

Five minutes from the Shanghai New International Expo Center is Shanghai Marriott Hotel Pudong, a fresh property this year located in the heart of Pudong.

With 323 rooms and suites and four F&B options, it also offers 1705 square metres (sqm) of banquet space inclusive of a 655sqm divisible pillar-less grand ballroom and 10 function rooms.

Jing An Shangri-La, West Shanghai is also another new property on the Puxi side of the Huangpu River. As the cornerstone of the new 450,000-sqm Jing An Kerry Centre, the 508-room property comprises a 1743-sqm Grand Ballroom - the largest 42

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in West Shanghai, a 514-sqm junior ballroom, six function rooms and a unique self-contained event space, the Lifestyle Suite.

Additionally, Shanghai is expecting its first W-branded property under Starwood Hotels and Resorts next year. W Shanghai – The Bund will have 600 rooms depictive of a city lifestyle, and more than 2000 sqm of meeting space including a Grand Ballroom.

Apart from new accommodation, its iconic cultural and live entertainment landmark, Mercedes-Benz Arena has partnered Le Royal Meridien Shanghai under Starwood to become the venue’s official catering and and concessions exclusive partner. As the exclusive arena concessionaire, it will offer concertgoers a wide range of F&B covering Chinese, Japanese, Western and exotic Mediterranean cuisine.

While the offerings are clearly topnotch, event planners in Shanghai will benefit with a Chinese-speaking staff

The Bund.

or a local logistics company appointed for assistance in visa applications and communication. Despite a new policy allowing travellers of 45 countries to go visa-free for 72 hours in transit, event planners should bear in mind that it is catered towards the business traveller segment and not so much MICE groups.

Despite the challenges event planners face in Shanghai, many are hopeful that future policy tweaks may further open the country up to foreign groups eager to use China as a host destination.

Jing An Shangri-La, West Shanghai

macau

rebranding

macau The perception of Macau as a solelygaming destination is gradually eroding, but accessibility has to extend beyond the Greater China region to secure more MICE business.

by Kristie Thong

The Macau of today is a reflection of the local government’s resolve and efforts to transform it into a business events destination.

A renowned casino destination aiming to diversify revenue streams, the government placed the promotion of the convention and exhibitions industry under its Macau Economic Services division in 2011. The latter promptly set up the Conventions and Exhibitions and Economic Activities Development Department. The wheels were finally set in motion, with the department centralising the implementation of promotional, supportive and directional policies.

Many signs are indicative of Macau’s success in transforming into a mature MICE market, from majestic integrated

resorts and luxury hotel brands with comprehensive event facilities to an efficient transportation network of shuttle buses from the ferry terminal. With more emphasis placed on incentive travel and team-building, Macau has also started playing up its diverse attractions with much success. Home to several UNESCO World Heritage sites and other historic and cultural relics, it also offers a contrasting side to the dazzling Cotai Strip where all the action apparently is.

“The introduction of greater diversity in entertainment and lifestyle options has ideally positioned Macau for continued success, and its attraction as a MICE destination is set to grow exponentially,” Grand Hyatt Macau general manager Paul Kwok says.

House of Dancing Water show at City of Dreams.

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macau

Walk-in desserts station at Grand Hyatt.

Success from diversity Macau welcomed 422,063 MICE visitors this year in the period up to the second quarter (Statistics and Census Service of Macau – DSEC), with the majority from Mainland China, Hong Kong and Taiwan.

Sheraton Macao Hotel, Cotai Central general manager of sales and marketing, Ruth Boston, confirms that these countries continue to be Macau’s largest source markets for MICE. “Both domestic leisure and businessrelated travel in Greater China continues to rise, and today around 70 per cent of guests at the Sheraton Macao Hotel are from the Greater China region, including China, Hong Kong and Taiwan,” she says.

Sheraton Macao Hotel is the newest and largest convention hotel located on the

Cotai Strip with the most extensive event facilities in Macau. One of the few hotels in Asia that is large enough to host large-scale events of over 5000 delegates under one roof, it boasts a unique FIT meetings concept created to ensure attendees are mentally and physically charged. Through wellness tips, fitness and recovery tools, healthy dining options and group workouts, the programme integrates recommended breaks focused on four main ideas – Mindset (prepare for it), Nutrition (fuel for it), Movement (train for it), and Recovery (rest for it).

It has been organising familiarisation trips promoting the FIT meetings concept as well as themed-event experiences available in the property, such as CSI: The Experience – Macau, where guests can learn the scientific principles and real

investigative techniques whilst trying to solve some crime scene mysteries.

Regular MICE offers are doled out to ensure Sheraton Macao Hotel remains attractive to MICE clients, while it continually works with the Macau Trade and Investment Promotion Institute and other hotels on the Cotai Strip.

“This is a destination effort,” Ms Boston adds.

For integrated resort Galaxy Macau, massive plans are already under way to attract more MICE business to Macau, and to its doorstep. Occupying an area of 550,000 square metres, it comprises three luxury hotel brands – Banyan Tree Macau, Hotel Okura Macau and Galaxy Hotel, meeting facilities, casino, the world’s largest skywave pool, cinema complex, over 50 F&B outlets and 20 retail shops, and spa. Currently starting the second out of three expansion phases, the integrated resort is planning to offer a total of five hotels, 200 retail shops, and more meeting facilities and general entertainment.

“We are developing our product very rapidly in the market,” says assistant vice-president, hotel and banquet sales, Samson Woo.

The more [air] accessibility we can get, it will further improve our MICE business.

Galaxy Macau.

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PAUL TOWN GALAXY MACAU VICE-PRESIDENT, REVENUE MANAGEMENT AND SALES

macau

Grand Ballroom at Grand Hyatt.

Galaxy has been experiencing an increase in incentive group numbers particularly from Taiwan, popular amongst direct marketing and insurance companies.

Mr Woo believes the architecture of Galaxy Macau is its USP, where the location of the casino within the integrated resort eliminates the possibility of selected MICE groups avoiding Macau properties due to them being associated with gaming.

“We have a casino as one of our core products. The way Galaxy is built, the casino sits in the centre. But if you wish to access other places within the resort, visitors do not have to walk through the casino,” he says.

Grand Hyatt Macau, the luxury hotel tied to Melco Crown Entertainment’s flagship integrated entertainment resort, City of Dreams, has recorded over 5 per cent growth in MICE comparing the first and second half of 2013. Over four years since its opening, event planners have been attracted to the variety of unique event themes and facilities available at the hotel, as well as the diverse range of dining and entertainment offerings at City of Dreams.

City of Dreams is home to The House

City of Dreams.

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of Dancing Water, touted as the largest and most spectacular water-based show ever staged, as well as TABOO, a seductive hit show of secret fantasies.

It also boasts the Michelin-starred The Tasting Room, and Dragon Treasure, an immersive 360-degree multi-media show showcased in a dome-shaped theatre.

Reaching beyond greater china The outstanding offerings of Macau properties aside, the existing challenge of inaccessibility remains a hindrance to the destination trying to attract MICE groups coming from beyond the Greater China region.

The lack of frequent direct flights is a contributing factor to the typical short visitor length of stays, which although has improved significantly over the years, remain modest.

“The issue has always been the short length of stay, mostly because people are coming from short distances,” says Galaxy Macau vice-president, revenue management and sales, Paul Town.

“When you look at the percentage of visitors that arrive by air, it hasn’t changed much for the last seven years. But we’re

slightly better served with Southeast Asia than we used to be. The more [air] accessibility we can get, it will further improve our MICE business,” he says.

But local players remain optimistic.

While Macau does not have direct connectivity from the US and Europe, its international airport is now served by 23 international airlines. It is a 45-minute ferry ride from various parts of Hong Kong and China, while a bridge slated for 2015-2016 is under way.

The introduction of greater diversity in entertainment and lifestyle options has ideally positioned Macau for continued success, and its attraction as a MICE destination is set to grow exponentially.

PAUL KWOK GRAND HYATT MACAU GENERAL MANAGER

House of Dancing Water show at City of Dreams.

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case study

australia

takes incentives

to new heights Australia’s ability to provide priceless experiences is paying huge dividends with Sydney going above and beyond for a major Asian incentive programme – a 3000-strong Perfect China 2013 Leadership Seminar in July.

High-performing distributors from Perfect China, a leading health and personal care direct-selling company, arrived in Sydney in three waves of approximately 1000 delegates each, seeing, tasting, and touching everything that the city and surrounding region had to offer in a jampacked programme.

Apart from filling the Sydney Convention & Exhibition Centre for its leadership seminar, much of what the delegates did was arranged exclusively for them.

As Kent Yu, personal assistant to the president of sales and operations and director of business management of Perfect China explained, Perfect China incentives must include options that the average tourist cannot do.

Tobruk Sheep Station was hired exclusively for the group throughout their six-day visit. Around 500 delegates each day travelled to the station, just over one hour from the heart of Sydney, where they were welcomed by stockmen on 50

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horseback cracking whips and leading them from the gate to the homestead. On show were a variety of activities including sheep shearing demonstrations, damper and billy tea cooking, bush dancing workshops and sheep mustering.

Delegates were broken into smaller groups to ensure everyone enjoyed up-close encounters with cuddly koalas and an array of farm animals. A marquee was erected especially for the group, which contained produce and souvenirs sourced locally for delegates to browse through and purchase.

“The aim of our incentive is to motivate members to work harder to achieve their sales targets and be eligible to participate in the incentive trip each year,” Mr Yu said.

Another clear once-in-a-lifetime experience was created at Darling Harbour with a large area of the public space cordoned off for Perfect China to allow its 3000 delegates to welcome their Chairman Koo Yuen Kim, Vice-Chairman, Hooy Kok Wai, and president Woo Swee Lian, to

Sydney via boat, followed by a high-speed water display complete with jet boats, speed boats, fireworks and acrobatics.

An absolute highlight was climbing to the top of the Sydney Harbour Bridge with Sydney-based tourist attractions company BridgeClimb, which utilised Mandarinspeaking guides to assist delegates.

More than 2100 of Perfect China’s high achievers enjoyed the stunning vista from the top of the bridge over four days, making it the largest single corporate group to climb the icon.

“This was a very exciting milestone for us, both for our relations with China and because it demonstrated our ability to create tailored experiences for large corporate groups,” said BridgeClimb Chairman and founder, Paul Cave.

Private charters were also secured for

case study The bureau adopts a customised approach for assisting large international groups, according to BESydney’s general manager of event delivery, Robyn Johnson.

“Every conference and incentive is very different and our approach is to tailor packages and programmes that they experience here to suit that specific group,” Ms Johnson said.

Another example of ensuring the Perfect China experience flowed seamlessly and was achieved with the assistance of Sydney Airport which pre-printed incoming and outgoing passenger cards for every delegate, reducing the amount of time it took to enter and depart the airport by eliminating any difficulties or confusion associated with language barriers.

Safety and sophistication

harbour cruises with Captain Cook Cruises.

Perfect China’s Mr Yu said there were many other instances of Sydney going the extra mile, with Business Events Sydney, the organisation responsible for securing meetings and incentives for the city, a clear catalyst working closely with key service providers.

“Business Events Sydney (BESydney) was proactive in facilitating the programme and assisted above and beyond. For example, we use a lot of organic herbal products. They assisted us in talking to the appropriate government department on being able to bring these with us.

“BESydney also assisted with arranging to streamline the procedure for our delegates claiming back GST under the GST refund scheme on items they purchased when they left Australia.”

Mr Yu said Sydney’s safety and its multicultural, friendly residents were also important factors in selecting the city for this incentive programme.

“Australians are very welcoming towards visitors to their country,” he said.

BESydney CEO, Lyn Lewis-Smith, credited the bureau’s long-standing relationships with the China market for the growth in Chinese incentive business over recent years, which in the 2012/13 financial year represented 50 per cent of the total economic impact of corporate incentive business secured by the bureau.

“China is a relationship-driven market, and our foresight in 2004 to be the first Australian bureau to establish in-market representation is now paying dividends for Sydney,” Ms Lewis-Smith said.

A noticeable shift in the city is the prevalence of public and private organisations working together to ensure that visitors, and particularly the ever-growing Chinese market, are well catered for.

Destination NSW CEO, Sandra Chipchase, said the city was doing more to attract the Chinese market, which now accounts for just over 13 per cent of all international visitors to the state.

“We are the first state in Australia where taxi cabs accept China UnionPay,” Ms Chipchase said.

“We want to be the one-stop shop in Australia for anybody in China who wants to bring incentive business or conventions to this city.”

The programme ended with a gala dinner held in two halls of the Sydney Convention & Exhibition Centre. Walking through a swathe of coloured lights, the room captured the magic and variety of the Australian continent with projections of iconic destinations including the Great Barrier Reef, Kakadu, the Snowy Mountains and Sydney Harbour. Five stages and an aerial walkway saw a variety of performances with pyrotechnics punctuated throughout the evening.

Mr Yu said Sydney’s natural beauty, combined with its modern infrastructure and its experience in catering for the incentive market, were other clear reasons why the group chose Sydney for its 2013 programme.

The Perfect China Leadership Seminar 2013 was secured by Business Events Sydney in partnership with Destination NSW.

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trending

Events the Hollywood way LA-based Sequoia Productions’ Cheryl Cecchetto says events make sense.

And she should know, after 25 years of organising some of the highest profile Hollywood black tie galas.

By brad foster

Cheryl Cecchetto was the big international drawcard at the Australian Business Events Expo and Sydney’s Events Showcase seminar series in August, with her session attracting a sell-out crowd.

She spoke of her 25 years organising The Oscars® Governors Ball, her creation of the Emmys® Governors Ball for the past 15, and her decade-long role as event producer of the annual G’Day USA Black Tie Gala which is funded by Tourism Australia, Austrade, Qantas and the Australian Government to promote Australian business and expertise in the United States.

She remains driven to better the 20odd events she works on annually, finding inspiration and ideas from everything and everywhere she is.

“Outdoing what we’ve done in the past is certainly a driving factor for me,” she says.

Ms Cecchetto believes that when you combine what’s happening in the outside world with a seamless event, they are the most powerful forms of communications available to any marketer.

“They allow the guest to experience the situation. In other mediums you can see it or read it or watch it. In our medium you can utilise all five senses – you see it, you taste it, you hear it, you touch it, and you smell it. You’re actually walking

through – physically – THE message.”

That messaging must start from the moment the announcement of the event is communicated to guests.

“Whether that’s with an invitation or a `save the date’ notice, it’s really important that the invitation works with the messaging you’re trying to achieve at the event. Equally important is that the invitation is dropped at the right time, communicated at the right time.

“The event ends months after the event has actually been held where the messages from the event hopefully remain in the memories of your guests.”

Price vs. Professionalism Ms Cecchetto’s Sequoia Productions organises around 20 events annually, with 15 full-time and five part-time staff, and up to 1000 staff on-site during an event.

She argues against the tendering process for events, and event planners dropping their price to secure a piece of business.

G’Day USA Black Tie Gala.

“If it’s a first-time event then I appreciate that there may be a bid [tender] process. However, if I had done an event for a client and in the second year they said they were going to go out to bid this time I’d say absolutely not.

“I would say was everything fantastic?

If everything was fantastic then let’s move on. It becomes very expensive when a production company has to go out to bid and we will not do it.”

An event is very similar to a film except you have just one take.

Your audience is not just watching it, they’re living it – they’re swimming in your event, and that’s what’s so powerful. It’s a great form of communication.

It’s a great way to raise money, and it’s a great way to make money. It’s a great way to do business because of the messaging that you can incorporate on so many levels.

Image of G’Day USA courtesy of Sequoia Productions and Barbara Green. Image of the 85th Oscars® Governors Ball by Line 8 Photography. Produced and designed by Sequoia Productions.

85th Oscars® Governors Ball.

Cheryl Cecchetto.

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education

Dissecting the event partnership model DAMION BREUST BARCLAYS DIRECTOR – HEAD OF EVENT MARKETING, ASIA PACIFIC

When should an agency be engaged for an event, and what should the decision be based on? Barclays’ Damion Breust examines the need for agencies from a corporate standpoint, as well as what agencies can do to prevent being short-changed by clients.

Agencies and corporates walk the event and brand experience tightrope together.

Sometimes hand in hand and others, unsynchronised and unharmonious. Both parties aim for the event to be successful, yearn for congratulatory backslaps and of course, for the seeds the event has planted to bear fruit in the future. Corporates and agencies have a particular type of mating dance which is part performance, part skill and part attraction. Will the agency be right for corporate? Will the corporate respect the agency? Will the collaboration be a mutually beneficial one? Questions that even the most intuitive amongst us fail to prepare for.

Corporates attempt to see beyond the razzle dazzle of the agency spiel and promises, whilst agencies try to see beyond what the corporate appears to be asking for, ascertaining what they really want and are prepared to pay for. Agencies have perfected the art of the show, particularly when it comes to pitching for business. So where does a corporate begin the process of engaging an agency?

Firstly, a corporate needs to be clear on what their objectives are, and how the agency will be a proactive partner in achieving these. Secondly, work out key measurable objectives and a projected ROI (Return on Investment) before you engage an agency. Determine three key things that the event agency can bring which will add value to your brand experience.

Thirdly, research the agency on the internet, engage with their website, ask colleagues or friends if they have any knowledge of their work and create a shortlist of five. The event agency’s website is really a window into how they work. Take the time to read through their case studies, view work from other offices around the region or globe and then request for an RFI (Request for Information) to ascertain what their core competencies are and how that fits with your brand values and goals for your event experience.

An RFI is the best starting point when deciding on which agency is best for you. It allows a corporate to delve beyond pretty

Some agencies may be tempted to inflate the number of hours involved when a transparent model is adopted, hence it is up to the savvy corporate to ask for a weekly running total of hours from the agency so as to ascertain whether time (and money) has been wisely spent.

A corporate needs to manage his agency, and not the other way round.

logos and promises in order to form an initial and hopefully, realistic view of the agency. Be sure to ask who some of their clients are, as well as request the work they have completed for these clients over the past three years. (Sometimes it’s the case of a one hit wonder) In addition, request permission to personally speak to some of their clients as this can offer great insight.

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education

Agenc

y

What is also very useful is to find out which agencies are working with your competitors (or other similar sized corporations), as this helps determine whether the agency can manage the size and volume of your event(s). Remember, agencies are using your money and are responsible for cocreating your brand experience.

Why hire an agency?

There are many benefits and pitfalls in a corporate engaging an event agency to deliver its brand experience. Many believe that it is far more beneficial and cost-

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effective to employ an in-house team that understands the depth and breadth of a brand, and is therefore better equipped to create a better client experience. Others believe in outsourcing as it reduces the headcount, but management fees are always involved. Both models work and it’s a matter of what works best for you.

Agencies are an integral cog in the events wheel. By looking at what you are trying to achieve through their own specific lens, they can offer insight through their own processes. Then there are of course cost savings from suppliers, creative

One of the major issues associated with pitching is intellectual property. It’s not unusual for clients to ‘shop around’ for ideas during the pitch process, identify the ideas they like, award the most inexpensive agency the job, and then bring that idea to life.

and logistical expertise garnered through working across industries and geography, management of event minutiae which can take days, weeks or months. Most importantly, an agency views your brand through an outsider’s eyes, allowing for fresh ideas and approaches.

Agencies can be expensive, so when it comes to agency fees, request for a transparent model from the beginning. A no-mark up policy with the right to see all invoices on request is now standard for many. In addition, ask to see their rate card for the various roles involved in creating the experience. Some agencies may be tempted to inflate the number of hours involved when a transparent model is adopted, hence it is up to the savvy corporate to ask for a weekly running total of hours from the agency so as to ascertain whether time (and money) has been wisely spent. A corporate needs to manage his agency, and not the other way round.

Choosing the right agency While it’s a challenging task to engage an agency, it is equally, if not more challenging, for an agency to pitch, win and partner with a corporate.

From an event agency’s point of view,

education

how do they compete in a very competitive market? What is their point of difference?

And if they are a small agency, how do they compete with the big guns? We are all aware that the internet changed everything, opening up accessibility to products across the globe. An event agency could previously offer product information and best prices, but the focus today has evolved beyond this. Concerns about brand building and corporate messaging, employee alignment, diversity and inclusion, corporate social responsibility, digital and social media, customer engagement, and year-on-year increase in sales are some areas that agencies need to be adept in. The agency’s offering has to be more diverse, and yet specialised. The ‘traditional’ agency is a dying breed.

When we look at the size of agencies, there are essentially three types – the small (up to three staff), medium (10-30 staff) and then the large agencies, which are generally part of a large global conglomerate (in travel, events or media). Working with each of these has their benefits. Large agencies can naturally offer unparalleled benefits on price, global reach and a structured, detailed reporting system due to their size and buying power. Small agencies generally work with only one main corporate, thereby offering 100 per cent attention and service. Mediumsized agencies offer a crossover between offering a mix of specialised services and some buying power.

An agency views your brand through an outsider’s eyes, allowing for fresh ideas and approaches.

What can small to medium-sized event agencies do to remain competitive amongst industry Goliaths?

The answer is simple: focus on what you do best.

Don’t pitch for everything that comes through the door; instead, establish an area of expertise and excellence and become known for it. With each Request for Quotation, an agency needs to gather the team together and brainstorm.

Does this piece of business fit our company values? Is this something that will lead to more business in the long term? Is this relationship worth investing in and fostering?

Agencies should not be afraid and go back to the client with questions and aim to go beyond the tactical requirements of the pitch. In other words, they need to go beyond what the client is asking for.

Generally, corporates aim to provide an even playing field in the tender process, providing all the tactical information and requesting for the most creative responses within a given budget. The truth is that they are almost always looking to see which agency has taken the brief requirements and built an “out-of-the-box” brand experience in adherence to the brief.

For example, if the client has asked for a quote on a conference in Beijing or Seoul, why not add in a destination which you know will work better for their requirements?

Do a thorough research and make sure that you know the last five destinations/venues the client has been to and used. Build strong relationships with your vendors to see how you can win the business together. What value add, exclusive to your event company, can you offer the client? Try to understand the client’s brand, what’s working for them, what’s not, and how your proposal can help to enhance the brand experience for the client.

Increasingly, some clients require the event agency to pay a pitch fee which is refundable if

they are unsuccessful. Agencies need to question why they need to pay to pitch when clients approach five to 10 event agencies. The investment in hours of work alone is already payment in itself. One of the major issues associated with pitching is intellectual property.

It’s not unusual for clients to ‘shop around’ for ideas during the pitch process, identify the ideas they like, award the most inexpensive agency the job, and then bring that idea to life. In reality, the idea is never properly developed or delivered, and both the client and the agency lose out. It’s the Frankenstein effect.

Most corporates negotiate hard on the agency fees, but at the end of the day, both parties need to make a profit. In the current market, agencies are asked to significantly reduce their management fees; however it is only a short-term win for the client as the event agency will struggle to meet the service standards, quality expectations and imposed deadlines.

To combat this, agencies have quite rightly started to charge by the hour (an advertising agency model), as the amount of hours, design and creativity required to deliver an event is never really paid for from an event agency’s point of view. Smaller ‘local’ agencies tend to undercut, but this is to the detriment of the event industry.

Hence, agencies should focus on what differentiates them from their competitors, instead of simply reducing fees. This is really the best way for an agency to stay competitive, especially in markets like Singapore and Hong Kong – work out what you do best and stick to it.

An ideal relationship between a corporate client and an event agency should be symbiotic, mutually respectful and understanding. They do exist – we just need to see more of them.

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Foster the people Team-building in Asia is increasingly emphasising on activities that promote corporate social responsibility and learning, but do they make it any easier to determine the effectiveness of such activities?

by Kristie Thong

An event by d’Oz.

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The MICE industry is glued firmly together by long-lasting relationships and connections. Be it conferences where a same group of delegates spend several days together, or corporate events with specific set agendas, event planners have seen the effectiveness of having a teambuilding component within the schedule.

Team-building events are often the catalyst to ensuring delegates are given the best opportunity to give and receive at a conference or meeting, according to Australia-based BeChallenged managing director Oliver Sheer.

“By including a team-building event in your conference/meeting agenda, you will fast forward the effects of building relationships, laughing together, developing a common bond and therefore avoiding the awkward silence or rehearsed conversations that we all experience at so many functions.

The more we can have genuine, real conversations the more we will achieve and take away from the conference/meeting.”

When executed for larger organisations with multiple divisions, teambuilding events have the ability to shed new light on age-old issues and increase awareness of strengths and weaknesses, says David Fotheringham, director of Asia Ability, which has offices in Singapore, Malaysia, Thailand and Vietnam.

“Not forgetting that the deeper personal relationships formed through this shared team experience are often the biggest take-away from any conference – in terms

An event by Asia Ability.

of a sense of ‘belonging’ and enjoyment at work, as well as the substantial increase in productivity this fosters,” he says.

Singapore-based d’Oz International Pte Ltd managing director Angeline V Teo adds that team-building can be effective especially when a conference involves multiple nationalities from different cultures.

CSR a team-building goal Gone are the days where the term “teambuilding” brings up mental images of trust exercises with people closing their eyes, falling back and having someone catch them. Just as event organisers have started focusing on special, unique touches in the way they execute events, team-building has progressed beyond

Just as more companies are actively promoting CSR as part of their company culture and values, in some cases to the extent of employing dedicated CSR personnel, these same companies see team-building as a fun and creative way to weave CSR values into the team development experience.

DAVID FOTHERINGHAM ASIA ABILITY DIRECTOR

trending mere tightropes and obstacle races.

The most significant trend is the dramatic increase in requests for team-building with a corporate social responsibility (CSR) component, observes Mr Fotheringham. “Just as more companies are actively promoting CSR as part of their company culture and values, in some cases to the extent of employing dedicated CSR personnel, these same companies see team-building as a fun and creative way to weave CSR values into the team development experience.”

From organisations building bicycles or toys to support children in a local community, to learning about and actively participating in environmental initiatives, such activities are able to achieve a more meaningful impact beyond motivation and productivity.

“Employees walk away from such events empowered and excited by the difference they can make as part of this team,” he adds.

With the rise of mobile and tablets, the application of tablet-based city challenges is becoming commonplace. Using tailormade apps to guide teams through unique and engaging adventures, the combination of GPS, 3G/4G, video and photo capabilities on a single device now allows for a heightened level of interactivity and customisation, providing “a far richer city experience than was ever possible before”.

STIX, a company founded in 2003 by jazz musician Duncan McKee, specialises in 30-minute to three-hour sessions where groups engage in problem-solving, leadership and team development, networking and education by performing music together. Having previously helped groups from Google, Standard Chartered Bank, Microsoft and Johnson & Johnson, Mr McKee believes team-building participants today want more intelligent learning content and the ability to co-create and collaborate.

By including a team building event in your conference/meeting agenda, you will fast forward the effects of building relationships, laughing together, developing a common bond and therefore avoiding the awkward silence or rehearsed conversations that we all experience at so many functions.

An event by BeChallenged.

OLIVER SHEER BECHALLENGED MANAGING DIRECTOR

“[Our sessions are] an organic process centered on team dynamics and the creative process. Producing things together as a group makes the experience and learning richer and deeper. It builds an emotional bond,” he says.

Objective is key Organisers of team-building events all agree that organisations or conference planners will need to establish an objective before everything else.

Companies with an annual budget set aside for team-building will need to identify existing issues and challenges, as well as the desired outcome, Ms Teo says.

For conference groups, planners will need to ensure that the team-building component has context within the larger event.

“What’s the rationale behind having it? Is this the right medium to engage the audience or meet your objective?” Mr McKee says.

“The more targeted your objectives, the better you can set-up a team-building activity to succeed,” Mr Fotheringham adds.

An event by STIX .

An event by Asia Ability.

How team-building events backfire • Poor delivery: Forcing participants rather than facilitating the event. There is a big difference between a team-building event and a team/personal activity.

• No outcome or objective: Put together a team-building strategy; you are not going to solve the world’s problems but you should be able to work with your teambuilding professional to achieve a particular outcome.

• Why: Tell the participants why.

Give participants a background/ reason for why they are doing a team-building event. People don’t like to waste time doing something for no reason.

• Not 100 per cent inclusive: The ultimate team is diverse with gender/personality and age. Therefore a team-building event should provide a role or responsibility for all individuals.

• No fun: Pretty much everything in life should have some sort of fun element, team-building included. If there is no fun, participants will not learn, be engaged or develop.

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profile

by Kristie Thong

Let it shine As a general manager of Jenny Lie Event Management, Jenny Lie is one of the earliest qualified event management specialists in Hong Kong. A native of Netherlands with a Hospitality and Event Management degree, she has been specialising in corporate events, marketing programmes and special corporate hospitality events for more than 10 years.

A multi-linguist, Ms Lie speaks fluent English, Dutch, Hakka, Cantonese and Mandarin, as well as several European languages.

JENNY LIE JENNY LIE EVENT MANAGEMENT GENERAL MANAGER

What got you attracted to the world of events?

Since young, I’ve been finding myself a perfect fit with the hospitality industry.

Coming from a family that owned an F&B business, I knew that I was very customer service-oriented and insisted on extending the hospitality guests would expect. I studied hotel management in Europe and naturally entered hospitality-related fields such as exhibitions, hotels, corporate event departments of investment banks, PR/media and marketing and communications. I had a lot of ideas and solutions for events, and hence established an event company in Asia.

As the owner of an event management company, what are some challenges you face on a regular basis? How do you manage them?

There are plenty of challenges, especially the ones that are out of your control. For example, we cannot control the economic 58

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and market situation. Companies usually have extra money to be allocated into events/ promotions, but this is also the first budget cut when there is an economic downturn.

Dealing with different kinds of clients can be fun, but it can similarly be challenging when there is a need to convince them that a certain method of doing things is best. Also, to be able to keep personal and business emotions separate when something bad is happening.

What do you think is needed to thrive in the events industry?

They have to be flexible, reliable and understand what quality service is. Being multi-lingual is an advantage, but that is not as important as the personality and attitude.

To earn respect from clients, guests, partners and team members, you have to show that you can deliver results simply by being yourself – and other opportunities will come naturally. We’re in a people industry,

so it’s not about selling a product. Our personalities are everything.

What are some things you do to wind down as well as to continue growing as an individual?

Growth is constantly within me; no matter where I go, I keep observing the little things that are happening around me. This allows me to be more aware of what’s happening and it in turn helps when I give advice to clients. I find travelling around the world most enjoyable. Events provide opportunities for me to explore the globe and widen my horizons, and it will be a waste if I were to just remain comfortable where I am.

We’re in a people industry, so it’s not about selling a product. Our personalities are everything.

profile

by Kristie Thong

There is always knowledge garnered from interacting with all our guests and colleagues, as all of them have stories or unique experiences that are indelible.

A wok of experiences

LINDA EVELYN WONG SWISS-GARDEN INTERNATIONAL HOTELS, RESORTS & INNS CORPORATE MARKETING COMMUNICATIONS MANAGER

What got you interested in hospitality?

It all started from an internship during one of my summer holidays when I was in university and we had to present a paper on tourism and hospitality. I was attached to a travel agent in Sarawak for two months and got to work with some of the hoteliers.

Interacting with a spectrum of guests and industry players from various countries and cultural backgrounds was the most intriguing aspect of the experience.

As the corporate marketing communications manager of SwissGarden International Hotels, Resorts & Inns since December 2003, Linda Evelyn Wong has a sparkling personality with quiet confidence and a can-do attitude. Her responsibilities include the development and implementation of various marketing communications and branding programmes, cultivating publicity from mass media and the development of the group’s advertising and promotional campaign. A graduate from the University of Thames Valley, London, England with a Higher National Diploma in Tourism & Finance, she also brings with her 20 years of industryrelated experience.

from meeting individuals from all across the globe are also priceless. There is always knowledge garnered from interacting with all our guests and colleagues, as all of them have stories or unique experiences that are indelible.

As a corporate communications manager working in a hotel, what are some challenges you face on a regular basis, and how do you overcome them?

Which aspects of your job do you enjoy?

It is never monotonous or sedentary.

There is always something new that requires a different approach or method of execution. The tourism and hospitality trends are always evolving, and that in turn shape your personality and character. The experiences that are acquired and shared

One challenge is to try influence and alter the perspective of guests, business partners and colleagues, especially during unexpected situations. Staying calm and poised can also be a challenge, as we are all fallible and emotionally-inclined at times, but this gets better with experiences, time and great colleagues.

What do you think are some traits a fresh graduate starting out in hospitality need to possess?

Being able to communicate and interact is an important trait for a fresh graduate, especially for the hospitality industry. With the prolific infiltration of technology and smart gadgets, people tend to interact less, as compared to before. It is imperative that they genuinely enjoy interacting, because hospitality is a “people industry”.

Being passionate is an equally-important trait, because your passion can drive achievements and results.

What are some things you do to recharge during the weekend?

During the weekend I enjoy running, watching TV, and reading. These are the three most liberating moments for me. micenet Asia

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Career strategies

Ties that bind ANDREW CHAN ACI HR SOLUTIONS CEO

How important is team-building within an organisation?

Team-building is an effective way for an organisation to improve communication between colleagues, and between employees and upper management.

It is also a great opportunity for an organisation to define its DNA and company culture to new and existing employees. Well-organised events and exercise can often help employees identify their weaknesses and work towards improving themselves and their contribution to a company.

What are some team-building activities that have become more popular in Asia?

When thinking of team-building events, remember they don’t necessarily need to be an annual, large-scale event. In fact, regular smaller gatherings can be equally, if not more effective than waiting

Regular and casual team-building activities may be more effective for a morale boost compared to largerscale events planned once a year.

an entire year, which is often too late for a morale boost. Think of small-scale regular functions where staff can get to know each other on a personal level and not just within the work environment. It could be a Friday after-work barbecue or dinner and drinks, but these occasions should not be used for business announcements, as it will defeat the purpose.

For bigger events, sporting or physical activities have traditionally been popular due to its competitive nature.

However, depending on the diversity of your workforce, this may not be the most suitable option for an organisation.

Team-building activities should encourage office-wide participation, so whenever you implement a team-building activity, everyone in the company should be able to participate. Cooking and music-related activities have become popular, as they are fun, easy to organise and are often all-inclusive.

Regular small gatherings can be equally, if not more effective than waiting an entire year, which is often too late for a morale boost.

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Benefits aside, what are some things companies should bear in mind when organising team-building activities for employees?

Team-building should be fun. This is extremely important as nobody will buy into an activity if it’s laborious or boring, so get creative. There will also be more enthusiasm if it’s exciting and unique. If the activity does not involve a learning process or thinking skill, then managers should think of a way to incorporate them.

Allowing free and open communication also helps everyone see vantage points they may not have considered.

How can managers better measure the effectiveness of team-building?

The organising committee needs to define and set the goals/objectives it wants to achieve before the event. Once defined, the indicators act as benchmarks to determine the effectiveness of the team-building event. It could be improving absenteeism or the attrition rate in an organisation, or increasing sales and improving customer service – it’s important to have your data ready before the event and then work continuously on those benchmarks.

How To

A voice that resonates DAVID LIM CERTIFIED SPEAKING PROFESSIONAL FOR MICENET ASIA

You are the message The slides and other supporting collaterals may contain the important points, but your presence on stage determines the connection you make with the audience.

So focus on how you are speaking. The tone and modulation of your voice can put an audience to sleep or keep them awake and engaged. Be very clear of what you wish to communicate to the audience, and why it should matter to them.

Know the audience It’s not about “we” or “me” but “you”. So use a lot of audience-centric language.

Is it an audience of financial experts with whom you can share in great detail various nuances of accounting processes and jargon, or is it a general audience? Work on making the message relevant to the audience. Why should they care?

Think of your aids In most cases, speakers make use of presentation programs such as Microsoft PowerPoint or Keynote. Understand that these are mere aids and are to help you sustain attention and illustrate difficult points easily. They are not supposed to be a substitute for your physical presence and audience engagement. Speeches can

Everest Motivation’s David Lim shares some tips speakers or presenters can stand to benefit from before they take the stage.

include stories that are compelling and/or mysterious, and withholding the ending until you have finished delivering the meat of the message can guarantee rapt attention. A prop could also be a recent gadget on the market, a keepsake, or anything that can be woven into your presentation’s narrative flow.

Anticipate questions Imagine that you are part of the audience.

In the middle of a talk or presentation, you are likely to have some questions. In a similar vein, look at the outcome you want to achieve and anticipate the kind of questions that might be asked. By rehearsing a few key answers prior, you will not stumble and be able to deliver them succinctly.

Maintain energy levels In most full-day programmes, the quality of an audience’s attention span will ebb and peak, depending on the time of the day and the quality of the speaker. The “death slot” at conferences is typically the 2-3:30pm session after the audience has had a full morning of presentations and heavy lunch. Depending on the time of the day, it is always helpful to use many visuals, inject relevant humour, and offer a strong call-to-action at the end.

Presentation programs are mere aids and are to help you sustain attention and illustrate difficult points easily. They are not supposed to be a substitute for your physical presence and audience engagement.

Check if you are able to say what you want to say If there’s a need, always check with compliance and legal if you wish to discuss sensitive topics or give real-life case studies based on company policies.

Always practice your presentation before you take the stage. Practice does not necessarily make it perfect, but it makes you better and more-prepared.

David Lim is a leadership and negotiation coach, and a leader of two Mt Everest expeditions. Reach him at david@everestmotivation.com for a subscription to his leadership e-zine, or for a free consultation on your leadership challenges. micenet Asia

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venue update

by Sirima Eamtako

Dorsett Grand Chengdu opens CHINA Dorsett Grand Chengdu, located at the city’s famous Luoma Market near the bustling downtown area of Chunxi, has opened its doors. Featuring 11 function rooms including the pillar-less Dorsett Ballroom for events of up to 600 guests, they are equipped with user-friendly state-of-the-art audio-visual equipment and lighting facilities. A one-stopapproach sales and events team is also

available in-house.

Dorsett Grand Chengdu has 556 guestrooms and suites equipped with modern facilities, three restaurants and bars, a gym and a business centre.

Located in proximity to Chengdu sports centre, the hotel offers convenient access across the city and the Chengdu International Exhibition and Convention Center via the Metro Line 1 and 4.

Regent Singapore sports new look SINGAPORE After an eight-month multimillion dollar comprehensive makeover, Regent Singapore has unveiled its refurbished guestrooms and meeting rooms as well as a new all-Italian pastry shop.

On top of new carpet, paint, and wallpaper paired with vivid fabrics in the freshly upholstered furniture that reflects Southeast Asia’s heritage, all 440 guestrooms now feature large task chairs with modern lighting fixtures, three desktop universal power points and a data socket. The nightstands come equipped with bed-top level universal power points.

Other technological touches include cordless digital phones and an audio connector for iPods and MP3 players.

Newly-renovated Cuscaden and Nassim meeting rooms, which can accommodate 30-72 guests and 36180 delegates respectively, have been given natural daylight and modern event technology. They are part of the hotel’s 19 function spaces, including the Royal 62

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Pavilion Ballroom that sits 680 guests theatre style.

The latest addition is Dolcetto by Basilico, an all-Italian pastry shop inspired by the success of the hotel’s Basilico Italian restaurant. This new pasticceria boasts premium coffee and specialty pastry treats, as well as a selection of Italyimported confectionery.

Venue Update Mövenpick debuts in China CHINA Mövenpick Hotels and Resorts has recently introduced the first international five-star hotel to Enshi city in central China’s Hubei province.

The 240-room Mövenpick Hotel Enshi offers a 515-sq m grand ballroom, a 250-seat banquet hall and eight meeting rooms. Its Lotus Garden Chinese Restaurant also features 14 private dining rooms for eight to 20 guests.

Other amenities include a club lounge, all-day dining venue, deli shop, outdoor swimming pool and fitness centre, and a spa and beauty salon.

Located close to the convention centre in Enshi’s business district, the hotel is a short drive from the train station with fast connections to Wuhan, Chongqing, and the newly-built airport.

Surrounded by forested hills, Enshi is renowned for its limestone karsts, Tenglong Caves and Xianfeng Dam, which is set against the backdrop of

western China’s largest virgin forest and Tujia ethnic villages.

The hotel is Mövenpick’s first of four properties to open in China by 2015.

Others include a 380-room resort on Sanya’s Phoenix Island, a 350-room hotel in Inner Mongolia’s Chifeng City and a 300-room hotel in Shanghai.

MBS rewards loyal meeting planners SINGAPORE Marina Bay Sands (MBS) has launched a loyalty programme that encompasses an array of benefits and privileges designed to reward event planners and business partners.

Members can earn points in the form of destination dollars when hosting meetings, incentives, conferences or exhibitions at MBS. The Sands Rewards Meetings card can be used to earn 3 per cent in rewards for future purchases when shopping, dining or staying at the property throughout the year.

This year, MBS hosted several large-scale international conventions and exhibitions, including the Young Presidents’ Organization World Leadership Conference, Tax Free World Association Asia Pacific Conference and Exhibition, and CFA Institute’s 66th Annual Conference.

MBS houses a Sands Expo and Convention Center that can accommodate up to 45,000 delegates, with 2000 exhibition booths, 250 meeting rooms and Southeast Asia’s largest ballroom. The

ballroom can cater up to 11,000 guests theatre-style, 6000 banquet-style, and 7000 for staged performances.

MBS also houses many on-site venues ideal for special events, including the Sands SkyPark® the ArtScience Museum, an outdoor plaza and a range of hospitality suites.

As a testament to its capability to host high-profile events, MBS was commended for its contribution to tourism at the Singapore Experience Awards in 2011. micenet Asia

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PEOPLE compiled by gina sin

EDWARD FRENCH CHIEF SALES & MARKETING OFFICER THE RITZ-CARLTON HOTEL COMPANY, L.L.C.

KURT VIEREN GENERAL MANAGER FOUR POINTS BY SHERATON PENANG

CATHERINE SUM DIRECTOR OF SALES-MICE THE LANGHAM, HONG KONG

PETER KATUSAK-HUZSVAR GENERAL MANAGER W GUANGZHOU

America – The Ritz-Carlton Hotel Company, L.L.C. has named Edward French as chief sales and marketing officer. He will serve as the strategic business partner to the president and global chief operating officer of The Ritz-Carlton Hotel Company, and play a leadership role for the marketing, global sales and revenue management disciplines.

His responsibilities include paying continued and increased focus on making meaningful connections and deepening the levels of engagement with guests through digital, CRM and mobile platforms.

Mr French was previously senior vice-president for marketing platforms, which included overseeing the operations, marketing and strategic direction of the loyalty programmes.

Malaysia – Four Points by Sheraton Penang has appointed Kurt Vieren as general manager to spearhead the opening of the hotel. Hailing from Bruges, Belgium, Mr Vieren’s career with Starwood Hotels & Resorts began in year 2000 when he was hired as the front office manager for Le Meridien Grand Hotel Nuernberg in Germany. Since then, his career grew throughout Europe, United States and South East Asia. A foodie and a durian lover, Mr Vieren looks forward to exploring Malaysia’s well-known food haven while learning more about Penang’s traditions and heritage.

Hong Kong – The Langham, Hong Kong has appointed Catherine Sum as the new director of sales – MICE. Bringing more than 13 years of experience in hospitality sales, Ms Sum has built up a list of accomplishments with luxury hospitality brands in Hong Kong, including Shangri-La Hong Kong, Four Seasons Hong Kong and the Mandarin Oriental Hotel Group.

Prior to joining The Langham, Ms Sum was the director of business development – corporate for Island Shangri-La Hong Kong. She holds a Bachelor of Commerce from Curtin University of Technology, Western Australia.

China – W Guangzhou has appointed Peter Katusak-Huzsvar as the new general manager of the first W hotel in mainland China. Prior to W Guangzhou, Mr Katusak-Huzsvar served as general manager of W St. Petersburg, where he was responsible for all pre-opening and opening activities of the hotel. Before W St. Petersburg, Mr Katusak-Huzsvar was from W Doha Hotel and Residences, where he held the title of director of operations during the hotel’s pre-opening and opening phases.

GILBERT CHAI DIRECTOR OF SALES & MARKETING DORSETT GRAND SUBANG TONY PEDRONI GENERAL MANAGER OUTRIGGER LAGUNA PHUKET BEACH RESORT

CHRISTY WONG DIRECTOR OF GROUPS, MEETINGS & INCENTIVE SALES INTERCONTINENTAL HONG KONG

KOMSON SEVATASAI DIRECTOR OF SALES & MARKETING REGENT PHUKET CAPE PANWA

Thailand – Tony Pedroni has been appointed general manager of Outrigger Laguna Phuket Beach Resort. An Irish national with 23 years of experience in hospitality, he has held hotel management positions in Kuwait, UK and Washington DC. Mr Pedroni, who also speaks French, is a graduate of Newbridge College, County Kildare, Ireland, and HOSTA, Hotel and Tourism College in Leysin, Switzerland. He is married with two sons and is a keen tennis player, golfer and family man.

Hong Kong – Christy Wong has joined InterContinental Hong Kong as director of groups, meetings & incentive sales. Ms Wong brings with her 10 years of experience in meeting and incentive sales with various hotel brands, including W Hong Kong where she was assistant director of sales – MICE. Ms Wong graduated from the University of Toronto, with a Bachelor of Arts Degree with a major in Economics and a minor in East Asian Studies. In her free time, she enjoys travelling and trying all types of international cuisine.

Thailand – Komson Sevatasai has joined Regent Phuket Cape Panwa as the director of sales and marketing, with nearly 30 years of hospitality experience in senior management and sales and marketing positions. Mr Sevatasai graduated from Oklahoma City University, USA, where he earned a Master Degree in Liberal Arts – Mass Communications. Prior to joining Regent Phuket Cape Panwa, he was the director of sales and marketing, Banyan Tree Samui where he oversaw the opening of the resort.

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Malaysia – Dorsett Grand Subang has announced the appointment of Gilbert Chai as its director of sales and marketing who will oversee the hotel’s sales and marketing strategies and initiatives, as well as maximise growth opportunity in corporate transient, group, conference services and catering sales. Mr Chai completed his Post Degree in Business Administration at the National University of Taiwan, Taipei. Fluent in written and spoken Japanese and Mandarin, he also pursued his Hotel Management and Operation Studies at The Japan Hotel School.

curtain call

Tickled pink What is the funniest thing that has happened to you in a hotel as a general manager? This bunch of charismatic general managers share humorous experiences that have struck a chord.

I actually found everyday life in Singapore quite funny when I first arrived. Apart from the common practice of parking cars with their boots in to a fondness of asking others if they’ve had breakfast, lunch or dinner (sometimes I answer this question 20 times a day, just walking around the hotel!), the story that stands out most for me was when I heard “Singlish” for the first time.

For many locals in Singapore, “la” is often used as a punctuation to end a sentence and an oftenused phrase is “Ya la” when they mean “Yes” or “Ok”. In Arabic, “Yala” actually means “hurry up”. When I first got to Singapore, I wondered for a long time why everyone was in such a hurry or kept telling me to hurry up until I found out what they actually meant.

Peter Mainguy The Ritz-Carlton, Millenia Singapore

At Kerry Hotel Pudong, we host a lot of events in the community with different schools and associations.

On one occasion, our hotel hosted a cupcake and cookie decorating class and I happened to stop by to say hello to the participating children. A few weeks later, I was having lunch with my family in a restaurant when I heard a child from the next table saying to her brother, “Hey look, there’s the big cookie guy at Kerry Hotel”.

When I was general manager at a gaming hotel in Gold Coast, we would host a black tie event for all major sponsors, drivers and race teams of the annual Indy Car Race.

Typically a pricey ticketed lavish event with headliner entertainment, one year we had Harry Connick Jr fly over from the US. Harry arrived in the morning of the event all jetlagged, but the PR efforts and rehearsal he had to go through was nothing short of amazing.

The event started off great and everyone was looking forward to his performance, but Harry was nowhere to be seen when it was time for him to come on. Harry finally showed up, disheveled and dressed in a t-shirt, jeans and sneakers – it turned out that the jet lag got the best of him after rehearsals and his handlers could not wake him.

But using his reputed charm and performance flair, he warmed up, got the performance started, and won the crowd’s confidence.

Local coverage the next day ran along the lines of “Harry Connick woos Gold Coast Indy movers and shakers with a oneeyed performance in his pyjamas”. Perhaps it wasn’t too funny at that time, but it brings a smile to my face now whenever I look back.

Robert J. Lohmann Centara Grand Mirage Beach Resort Pattaya

Peter Clarke Kerry Hotel Pudong, Shanghai

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目录

聚焦

2013年 10月至11月双月刊 67

新加坡会议展览协会–– 团队精神：MICE 的成长 动力

68 70 72

澳门––重塑城市品牌 越南––北方的非凡魅力 潮流––好莱坞式的活动

封面：照片由澳门喜来登金沙城 中心酒店提供

micenet 亚洲很荣幸成为以下机构的成员:

团队精神––成功的关键 随着科技的发展及通讯的日益发达，人与人之间的沟通方式也起了巨大的变化。从短 讯、电子邮件到诸多的社交媒体平台，人与人之间的距离似乎被拉近了。然而，有 时候我也觉得科技在带给我们便捷的同时，也使人变得更疏远。几年前，虚拟会议非 常流行，荣获六项金球奖提电影《在云端》（Up in the Air）也是受到“虚拟空间远 程会议”概念的启发。片中一名Y世代的公司员工深信公司可以通过网络视频会议裁 员，根本无需与被裁的员工碰面。如今我们的生活虽然已离不开科技，但是若要像 《在云端》那样，以虚拟的视频会议取代面对面的沟通，或许很多人还是无法接受 的。 会展业是一个“以人为导向”的行业，人与人之间的有效沟通和紧密合作将是成 败的关键。在举办活动时，现场工作人员的团队精神及工作态度是至关重要而且无法 替代的。在这个领域里，单枪匹马地工作是行不通的。 团队合作精神和力量是这一期的重点。首先让我们来看一看亚洲以外的地区如何 建设团队合作精神，以及团队建设趋势如何随着科技及博彩业而发展。以此为借鉴， 再回头看看亚洲的情况，探讨为何团队建设活动有时会适得其反。巴厘岛已向我们证 明，在政府以及各个协会、场地和酒店的共同协力下，成功举办了像亚太经济合作组 织峰会这样高端的会议。此外，越南的报告清楚地告诉我们公共部门和私营部门之间 缺乏合作及共识将有碍会展业的发展。 在这一期，我们也分析客户以及中介服务公司之间的关系，探讨在什么时候以及 情况下，企业才需要寻求中介服务公司的帮助。而中介服务公司又该如何保护知识产 权，以免被盗用或滥用。 新加坡旅游局也在本期为我们提供一些团队建设活动的建议，以及以案例说明新 加坡如何为会奖客户量身定做行程，为他们创造非凡的体验。 但愿这一期的文章带给您阅读与思考的乐趣，并敬请写信告诉我们您又是如何 让“团队精神”永放光芒！

欲知更多详情，请浏览网址:

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唐艳敏 编辑

协会

团队精神：MICE 的成 长动力 JANET TAN-COLLIS 新加坡会议展览协会会长

团队精神是高绩效团队 中的灵魂。一个统筹有方的领 导者如何将一组兴趣、专才、 作风，甚至是动机迥异的人员 凝聚起来，通过不断的激励建 立团队合作精神，使每个组员 拧成一股绳，朝着一个目标 努力。 数码工具改变了人们的交往方式，也改 变了人们做生意的方法。科技的便捷性 减少了面对面的接触，甚至削弱了人们 的参与感，而这“参与感”正是建设团 队精神的重要条件，也是会展行业成功 的关键。 举办一场会展活动须顾及方方面 面，每一个环节都要求准确把握，认真 执行。每一个成员更须发挥团队协作精 神，抛开个人的得失成败荣辱，从整体 的利益出发，为了一个共同的目标相互 支持、合作和奋斗。从策划、采购、联 系、识别、商洽甚至是说服顾客，每一 个环节都紧紧相扣。总之，在一个团队 中，每个成员都是相互依附的。 会展活动的本质是资源整合，组织 一项会展活动要有设计人员、印刷商、 行业和手工艺专家、表演艺人、技术人 员、灯光和音响工程师、厨师、记者、 翻译和采购人员等。单靠某一个人或者 某一类人不能完成这项工作，只有多个 工种的多个人员密切配合，相互支持， 才能完成一个系统工程。因此，想要在 会展行业中取得成功，工作人员的群策 群力、积极参与是必要的。 刚在今年7月份举行的新加坡会展 论坛充分地体现了“团结就有力量和智 慧”这个道理。多家企业及公司携手合

数码科技改变了人们做生意的方式，但它始终 无法取代人们面对面的互动和交流。 作，以及所有的工作人员各显所能、各 司其职为的就是要实现一个共同的目 标：让今年的会展论坛再创辉煌。 从管理复杂的供应链到最终产品或 服务的形成始终是保持持续成功的决定 性因素。 毋庸置疑，数码科技显著地改变了 我们交际的方式，也为我们带来了许多 便利，只要充分运用，它甚至可以提高 企业的投资回报率。然而，无论数码科 技有多么发达或先进，它始终无法取代 现实的人际交往。或许数码科技可以起 到催化、促进和自动化的作用，但无法 为我们洽谈生意，也不能帮我们说服客 户，更无法安抚客户或员工的情绪。在 一定的程度上，数码科技允许多层面的 参与及交流，甚至迫使更高程度的透明 度，而这致使我们变得更细心。 数码科技或许拉近了人的距离，但 它无法取代团队合作精神。

团队精神是高绩效团队中的灵魂。 因此，一个统筹有方的领导者如何将一 组兴趣、专才、作风，甚至是动机迥异 的人员凝聚起来，通过不断的激励建 立团队合作精神，使每个组员拧成一股 绳，朝着一个目标努力。 在新加坡，新加坡会议展览协会 （SACEOS）是促进机构、协会以及组 织之间的交流的中枢。会议展览协会不 断地为会员寻找新的合作伙伴，以确保 他们的业务能持续增长。而业务的增长 离不开大家的积极参与，以及如何将理 论转化为可行的策略，并付诸于实际行 动。 对新加坡会议展览协会而言，这就 是一个专业企业和协会应当扮演的重要 角色。 欲知更多有关新加坡会议展览协会 的信息，请浏览www.saceos.org.sg或 加入该协会的LinkedIn群组。

2013年新加坡会议展览协会执委会成员

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澳门

澳门重塑城市品牌 人们对澳门旅游以博 彩业为主的印象逐渐 在改变，为了发展澳 门的会展业，必须吸 引更多大中华地区以 外的客户。

by Kristie thong

今日的澳门反映了当地政府极力将该 城市改造成一个商业活动目的地的决 心和努力。 澳门是世界著名的赌城，为了改变 博彩一业独大的单一经济结构，特区 政府于2011年将发展会展业纳入澳门 经济局的服务部门。而经济局又特别 设立了会展业及产业发展厅，专门制 定会展业的发展策略、措施和政策。 澳门的会展业虽起步不久，但从设 施齐备的雄伟综合度假胜地和豪华酒 店品牌到高效的交通运输网络等迹象 可看出澳门的会展业已初具规模，正 朝向成熟的会展市场迈进。随着奖励 旅游和团队建设越来越受到重视，澳 门丰富的旅游资源也发挥了其优势。

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拥有多个世界文化遗产，“澳门历史 城区”更是保存了澳门400多年中西交 流的文化精髓，较充满激情与活力的 路凼金光大道，这里更散发着无穷的 魅力。 澳门君悦酒店总经理Paul Kwok表 示，引入更多元化的娱乐和生活方式 的选择是澳门取得持续成功的重要因 素，而作为会展旅游目的地，澳门的 吸引力将越来越大。

多元是成功的关键 澳门统计暨普查局的数据显示，时至 今年第二季度，澳门共迎来了会展游 客422,063人次，以中国大陆、香港和 台湾为主。 澳门喜来登酒店金沙城中心销售和 营销总经理Ruth Boston也表示这三个 地区是澳门会展业的主要客源，而国 内的休闲和商务旅行继续上升。目前 喜来登酒店百分之七十左右的客人来 自大中华地区，这包括中国大陆、香 港和台湾。 澳门喜来登酒店是目前路凼金光大 道最新及规模最大的酒店，其会展设 施也是全澳门最齐备的。在亚洲，少 有像喜来登这样大规模的酒店，能够

接待5000人会议。该酒店提供品牌独 有的“健康会议”（FIT meetings）计 划，针对态度、营养、体能和保养进 行指导和锻炼，让每一个与会者保持 体力充沛头脑清晰，在会议及活动中 保持最佳状态。 喜来登酒店也经常举办考察团， 极力推销 “健康会议”计划以及该 酒店所提供的主题活动，如澳门喜来 登“CSI犯罪调查体验”，让访客有机 会参与破解案件谜团的各种挑战，令 他们亲身感受实地科学鉴证。 喜来登酒店除了定期推出会展优 惠，以确保酒店能够持续吸引会展客 户外，同时也不断与澳门贸易投资促 进局和其他在路凼金光大道的酒店合 作。 除了喜来登酒店外，澳门银河综合 渡假城也有大规模的计划来吸引国际 买家来澳举办会展活动。总面积55万 平方米，渡假城内除了拥有三家豪华 酒店--澳门悦榕庄酒店、澳门大仓酒 店和澳门银河酒店外，还包括了一系 列的休闲及会议设施、赌场、全球最 大规模的空中冲浪池、电影院、超过 50家餐饮食肆、20家零售商店以及屡 获殊荣的水疗服务。目前正开始第二

澳门金茂君悦大酒店宴会厅

澳门君悦酒店总经理 Paul Kwok表示，引入更多 元化的娱乐和生活方式的选择 是澳门取得持续成功的重要因 素，而作为会展旅游目的地， 澳门的吸引力将越来越大。 PAUL KWOK 澳门君悦酒店总经理

期的发展，一旦完成，澳门银河综合 渡假城将拥有五家酒店，零售商店也 将增至200家，会议和娱乐设施都会得 到大幅度的提升。 酒店及宴会销售助理副总裁Samson Woo表示，我们的产品在市场上开发非 常迅速。 到银河综合渡假城举办会奖活动 的团组有增加的趋势，尤其是来自台 湾的团组，其中以直销和保险公司居 多。 Samson Woo认为银河综合渡假城的 建筑结构强调的是“独特的卖点”， 由于赌场设在渡假城中，而且只是整 个综合渡假城的一个组成部分，因此 它消除了有些会展团组因博彩而避免 到澳门的可能性。 赌场设在渡假城的中心，而虽然我 们的核心产品是赌场，但由于整个渡 假城的建筑结构，访客若想到其他的 设施，根本无需经过赌场。 设在新濠博亚娱乐有限公司旗舰综 合娱乐度假胜地--新濠天地中的澳门 君悦酒店的会展项目在今年下半年也 取得超过百分之五的增长。自四年前 开业以来，该酒店的各种独特主题活 动和酒店所提供的齐备设施，以及新 濠天地内多元化的餐饮及娱乐设施都 颇受活动策划者的欢迎。

新濠天地已成为澳门高级的综合娱 乐休闲渡假胜地。被誉为惊世巨铸、 全球最壮观的水上汇演--《水舞间》 现于新濠天地隆重公演。《TABOO色 惑》最诱人心动的声色汇演，透过多 个性感奇幻的场面，串连一幕幕挑战 感官极限的撩人演出，必定让观众大 开眼界。除了精彩演出外，新濠天地 中的米其林星级餐馆“御膳房”肯定 让您大快朵颐。在娱乐方面，于圆顶 形综合剧院「天幕」欣赏一场360度多 媒体奇幻表演--“龙腾”，感受龙珠 的神秘力量。

吸引大中华地区以外的客户 澳门会展设施的齐备是毋庸置疑的， 然而现有的问题是交通不便，也因为 这个原因，吸引来自大中华地区以外 的会展团组始终是澳门面对的其中一 个挑战。 虽然近年来澳门的航空问题已得 到显著的改善，但是国际直飞航班的 缺乏仍然是导致游客逗留不久的原因 之一。 澳门银河收益管理及营销事务副总

裁Paul Town表示，访澳旅客逗留时间 短的问题仍未解决，这是因为大多数 访澳旅客都是短程旅客。航空运输条 件也有待改善。虽然现在连接东南亚 地区的航线越来越频繁，但是以航空 访澳的旅客百分比在过去几年并没有 多大的改变。航空运输条件越完善， 我们会展业的增长就会越快。 然而，人们对澳门会展的前景仍保 持乐观。虽然到目前为止，还没有飞 往美国及欧洲的长途航线，但是澳门 国际机场已为二十家航空公司执飞三 十三条航线。此外，从香港和多个中 国地区乘船到澳门也只需45分钟。当 香港－珠海－澳门大桥在未来的几年 内建成后，来往这三个地区的时间将 缩短至40分钟。

航空运输条件越完善， 会展业的增长就会越快 PAUL TOWN 澳门银河 收益管理及营销事务副总裁

水上汇演--《水舞间》于新濠天地隆重公演

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越南

北方的非 凡魅力

越南的会展业经历了 一段漫长的道路，虽 已初具规模但还有很 多改进的空间。 by samantha Coomber

越南是亚洲新兴的会展旅游目的地， 尽管受到全球和国内经济衰退的影 响，其会展行业仍取得重大的发展。 近年来越南的吸引力越来越强，已成 为亚洲最受欢迎的会奖励旅游目的地 之一。 越南一份2012年的经济新闻报道 证实了越南会展产业的发展与马来西 亚、老挝和新加坡并驾齐驱。与2010 年和2011年相比，会展旅客人数在 2012年达到双位数的增长。 增长的原因包括旅游基础设施的 改善、稳定的政治局势及经济形势、 旅游资源丰富，以及越来越多的高档 酒店品牌进军市场等。越南在全球会 展业中的地位更在2010年得到巩固当 东南亚会展强国如新加坡和马来西亚 已“穷尽”了其场地容量，而越南却 成功举办了几项重要国际会议如世界 经济论坛、亚太经济合作组织峰会及 亚细安峰会。 虽然越南在近三年来经历了一些国 内的挑战，但是雅高酒店集团对越南 的发展前景仍保持乐观。集团的东南 亚高级副总裁Patrick Basset先生甚至 认为越南是该集团在本区域最重要的 70

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战略市场之一，多年来一直维持经济 增长。 随着旅客人数的逐年增加，越南会 展业的吸引力也越来越强。雅高酒店 集团近期在越南的一些主要城市开设 了好几家与会展相关的酒店，如河内 和岘港的铂尔曼酒店，以及南西贡和 胡志明市的宜必思酒店。此外，西贡 中心的铂尔曼酒店也将在2013年下半 年开幕。

可以做得更好 虽然越南会展业的发展潜力大，近年 来也不断在寻求突破，但是整体的发 展势头却不够强劲。很多人将这个归 罪于资金短缺、全国性营销促销活动 力度不足，以及越南国家旅游局在推 动旅游业方面不够积极。旅游局局长 表示，低预算导致我们的旅游宣传活 动开展受到局限。越南旅行代理商协 会也认为政府须增加预算，并加强 旅游业的宣传力度，尤其是会展旅游 业。越南每年的旅游宣传预算为150200万美元，这样的数目远远落后于其 他的国家。 越南中央政府需更加重视会展业， 并增加拨款在重要的展览会上，提高 越南在国际会展城市的认知度。越南 虽拥有会展场馆，但缺乏国际标准的 设施，而随着会展业的不断发展，越 南需要更多具有国际水平的场馆及会 展设施。 亚洲西贡洲际酒店销售和市场营 销总监Michaela Smith表示：“越南

的会展访客人数有退减的趋势。其中 的原因包括越南目前缺乏拥有超过两 百间客房且会展设施齐备的酒店。此 外，全球经济萎缩也是原因之一。虽 然雅高酒店的商务旅客人数保持平 稳，但是纯粹前来越南参加会展活动 的旅客人数仍然不多，尤其是河内和 胡志明市以外的城市更是如此。其他 的挑战还包括前往二线城市的交通不 够发达，以及会展成本较邻近目的地 高。” 越南的入境限制和昂贵的签证也制 约着旅游业和会展业的发展。 T&H咨询公司董事总经理Tuan Minh Nguyen觉得，越南会展业须实行专业 化分工合作。目前的问题是，太多的 会展专业集中在一家中介公司，这样 只会影响效率，甚至导致产品或服务 不达标。此外，公共部门和私营机构 也需更紧密合作向外界推销越南，并 成立各自的会议及旅游办事处以吸引 更多国际旅客及商务人士。

芽庄的会展产业发展虽 然不比休闲旅游业来得蓬勃， 但潜力却非常可观。在当地人 民、私人机构以及政府的共同 努力下，芽庄必将发展成一个 蓬勃的会展目的地。 COLIN MCCANDLESS 芽庄洲际酒店 总经理

孤军作战？政府的支持力度 不够 越南会展业的发展前景似乎掌握在区 域和个人的努力手中。 越南中部海岸是一个具有庞大潜力 的旅游目的地。近年来由于多个国际 酒店品牌进军此地，加上一个崭新的 国际机场，以及直线航班的增加，如 香港港龙航空的全新直航服务，都带 动了这个地区的旅游业，并掀起了一 股会展热潮。 Patrick Basset先生表示：“雅高 酒店集团高瞻远瞩，较早就看好越南 中部海岸的前景，因此在过去两年来 在该地区开设了岘港铂尔曼度假酒 店、岘港美爵酒店以及岘港诺富特总 理汉江酒店。这三家酒店都拥有完 善、齐备的会展设施。” 岘港新半岛洲际度假酒店公关经 理Hoàng Thùy Trang也表示：“岘 港的会展业正迎来一股强劲的发展浪 潮。” 虽然岘港市当局已规定会展业作 为2011至2015年的三大旅游业发展 项目之一，但是中部海岸的许多顶尖 酒店业者却认为岘港作为一个全新 的热门旅游胜地，在国际旅游市场中 仍相当陌生。因此这些顶尖的酒店业 者携手成立了中部海岸市场推广机构 （CCVDMO），旨在推动风光秀丽、 文化意义深重的越南中部海岸的旅游 观光业，为中部海岸重新塑造品牌， 以及提高区内的直线航班频率，包括 连接曼谷和澳大利亚的航班。作为越

南第一个综合度假村--兰珂乐古浪 （Laguna Lang Co）在近期正式投入 服务。这个位于岘港北部的世界级度 假村拥有大规模的会展设施，其营销 部门更是大张旗鼓地推销该产业的品 牌，积极寻找区域业务合作伙伴。 喜来登销售和市场营销总监Mandy Trang表示：“胡志明市和河内一般上 是举办会展活动的首选，然而岘港和 芽庄也越来越受欢迎，尤其是作为大 城市以外的添加活动以及单一的奖励 旅游目的地。而从俄罗斯和韩国的直 线或包机航班都带动了这三个国家的 旅客流量，为芽庄的旅游业注入了强 心剂。” 芽庄洲际酒店也会进一步加强该 酒店对提供完善、齐备会展设施的承 诺。预计在2014年第一季度全新启用 的设施将包括一个面积756平方米的无 柱宴会厅，这也是全芽庄市规模最大 的宴会厅。 该酒店总经理 Colin McCandless 表示：“多家新酒店及成立已久的酒 店都在积极提升会展设施，以吸引潜 在的客户。虽然芽庄的会展业不如休 闲旅游业来得蓬勃，但潜力却非常可 观。在当地人民、私人机构以及政府 的共同努力下，芽庄势必成为一个蓬 勃的会展目的地。 河内和胡志明市将继续成为越南 会展业的重地。胡志明市当局在提升 基础设施、确保会展业保持良好的发 展势头，以及在提供有吸引力的投资 效益等方面可说不遗余力。河内JW万 豪酒店总经理Bob Fabiano说：“岘港 在会展业的表现也不俗，尤其成功的 是在奖励旅游以及商业中心方面，而 胡志明市主要吸引的是与旅行与旅游 业、展览和企业培训有关的客户。至

公共部门和私营机构需 更紧密合作向外界推销越南， 并成立各自的会议及旅游办事 处以吸引更多国际旅客及商 务人士 TUAN MINH NGUYEN T&H咨询公司 董事总经理

于河内也是发展迅速，我们希望JW万 豪酒店的开幕能为河内的会展业作出 贡献。” 坐落在河内新中央商务区、国家 会议中心的对面，JW万豪酒店拥河内 史无前例的会展空间。会议和展览厅 都在一层楼内，总面积为2400平方 米。Fabiano先生表示：“像我们这种 以会展为导向的酒店必须具备完善的 会展设施，而且需达到国际水平。如 今河内可与胡志明市相辅相成，协同 举办会展活动。” 亚洲西贡洲际酒店销售和市场营销 总监Michaela Smith对越南的旅游业 和会展业保持乐观，他相信一旦全球 经济复苏，许多国际旅客和商务人士 仍会选择越南作为他们的会奖旅游目 的地。

芽庄洲际酒店客房

芽庄洲际酒店大厅

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潮流

好莱坞式的活动 我们要筹划有意义的活动。最有资格讲这句话的莫过于拥有超过25年经 验筹划过一些好莱坞最高格调晚宴的Sequoia Productions创始人兼总裁 切利--赛切托。by brad foster 国际知名活动策划人切利--切托 （Cheryl Cecchetto）是今年八月份在 澳大利亚举行的商务活动博览会和悉 尼活动展示研讨会的号召人物，凡与 她有关的研讨会场场爆满。 在研讨会上，她与与会者分享了 她连续25年担任奥斯卡晚宴监制和过 去十五年她如何制作艾美奖宴会的经 验。此外，她也分享了十年来身为 G’Day USA黑领带盛装晚宴的策划 人的宝贵经验和感想。G’Day USA由 澳大利亚旅游局、澳大利亚贸易委员 会、澳洲航空及澳大利亚政府联合赞 助，旨在美国推广澳大利亚的商务和 专业知识。 切利--赛切托每年需策划及筹办超 过二十场活动，工作那么忙碌，她非 但不觉得厌倦，反而越做越起劲，二 三十年来对工作仍保持热忱，时时处 处寻找策划活动的灵感。 “追求精益求精，不断自我超越 是驱使我的动力。” 切利--赛切托告 诉大家。 我的灵感来自各处。对我来说，互 联网是获得知识的渠道，但绝对不是 灵感的泉源。我无法感觉网络上的知 识，更触摸不到它。我觉得汲取灵感 最多的地方还是我们生活的环境。 赛切托小姐相信，当你将发生在外 的事与一场无缝隙的活动结合在一起 时，它将是最有效的营销方法。 在其他的媒介，如观看一场电影或 阅读一本书，你只能看到、读到及听

到。可是，参加一场活动，触及的却 是我们的五种感官--看、听、闻、尝 及摸。通过这五种感官的体验，其实 你就已明白了活动的主题，以及该活 动所要传达的信息。 每一场活动，无论是医院慈善筹 款活动，抑或像G’Day USA这种展示 澳大利亚企业能力的活动都有它鲜明 的主题以及所要传达的信息。在宣布 举办某一项活动的最初开始，活动的 主题及信息就必须很清楚地传达给宾 客。即使只是发邀请函，必须让宾客 在收到邀请的那一刻就已知晓主题和 信息。同样重要的是选择最恰当的时 候发出邀请，在最合适的时间与宾客 沟通。 若活动结束几个月后，人们还是对 该活动津津乐道，那么这场活动是成 功的。

价格与敬业精神须取得平衡 赛切托小姐掌舵的Sequoia Productions每年筹办至少20项活动。 目前拥有15名全职员工和5名兼职，在 举办规模较大的活动时，所聘用的临 时员工可多达1000名。 她反对活动采用招标方式的经营手 法，更反对活动策划人削减以争取到 生意。 如果是第一次举办这样的活动，那 么招标或许是有必要的。可是如果我 是第二次为这名客户筹办相同的活动 而客户却要招标，我绝对不同意这种

做法。 我会直接问这名客户，去年的活动 筹办得如何？是否无懈可击？如果一 切都完美，那为何还要招标？当一家 制作公司需要进行投标时，其成本肯 定会上升。我们拒绝做这样的生意。 我觉得削价招揽生意的作法是不明 智的，这样你和你的员工的酬劳也会 减少。我们都有房贷要缴付，削减只 会影响我们的收入。话虽如此，如果 我觉得他们的这个做法很妙，而且日 后有合作的潜能，我会以较低的价格 为这家机构筹划它的第一个活动。我 就是以这样的出发点为G’Day USA筹 划黑领带盛装晚宴的，而且一做就是 11年。

活动与电影很相似，只 是活动只有一次机会。你的观 众不只是在观看，而是确确实 实地“活在其中”--他们参 与了整个活动的过程，从参与 中，人们清楚地了解了活动的 意义和筹划人通过活动想要向 出席者传达的信息。可以说活 动是一种有效的沟通形式。活 动也是为慈善筹款、为生意挣 钱的好方法，因为活动可以传 达不同层面的信息。 Image of the 85th Oscars® Governors Ball by Line 8 Photography. Produced and designed by Sequoia Productions.

第85届奥斯卡颁奖典礼晚宴于 85th Oscars® Governors Ball.

Governors Ball盛大举行

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