8 minute read
MICE MANAGEMENT
Michelle Booth launches MICE Management
Amidst the upheaval of the post-Covid business landscape, MICE Management has emerged as a testament to resilience and adaptability.
Michelle Booth, 21 year ‘veteran’ in the MICE industry, is the owner and founder of MICE Management.
Michelle’s journey mirrors the phoenix rising from the ashes: navigating the disruption of her husband’s overseas assignment while shouldering the responsibilities of managing a household with two teenagers and two beloved black Labradors — Cosmo and Shadow. In 2021 she made the difficult decision to depart from a cherished job and company.
Michelle is married to Steven Booth, owner of Steven Booth Photography and Black Lab Media. “He is responsible for the gorgeous portraits I use, and he has worked on the majority of the event photos and videos on my website, amongst his own loyal PCO’s and corporates.
“My daughter is turning18 this year and we have a big year ahead with finals, matric dance, and driving lessons. My son is 16 this year — and an avid soccer player for our local club.”
In the wake of the industry reopening, Michelle seized the influx of opportunities for independent work and in 2024, officiated her services by branding and launching her own company MICE Management. This venture embodies her entrepreneurial spirit, love for networking, and professional acumen, but also her unwavering determination to deliver a professional, structured, and client-focused service.
Michelle said: “It’s been a wild ride of freelancing since 2022, working on my own joint-venture projects, a near-business purchase, and then 2024 started with a fresh perspective. A clear pathway, one divinely directed. A vision. A brand. And here we are.”
Michelle offered insights into her new company, through a one-on-one interview with Business Events Africa
Who is Michelle Booth?
What you see is what you get. No nonsense, no hidden agenda, and absolute integrity. I am an honest, passionate, diligent, confident, highly organised, natural leader that values good communication and healthy relationships, and I don’t mind getting my hands dirty. I’m also not scared to be vulnerable when I know that it can help someone, and I consider deeply, the impact of my actions on others.
Doing business, beginning new projects, drive me. Setting up the structure. The planning. My creative imagination flies. Healthy, strong collaborations and partnerships excite me. And fun! In a stressful environment that planning events can be, we have to have fun!
Where did your career begin?
After graduating top of my class in public relations, I started my career at Africadabra & World of Incentives in 2002 and had the wonderful experience of travelling all over the world on incentive trips with corporate clients and managing big local corporate conferences. After getting married in 2005, and falling pregnant almost immediately, I resigned from my position and started up The Co-ordination Booth, and worked from home while I raised our two small children.
In 2010, I did a stint at the Mount Nelson Hotel then moved on to work in contract positions at Wedgewood and Tour D’Afrique, for the Mining Indaba. In 2012, it was time for some stability, and I stepped into the world of association conferencing at Turners Conferences, and I haven’t left this space! In 2021, I resigned from my position as the Cape Town Branch Manager, to be home full-time with my teenagers and a side hustle, while my husband moved overseas for a year.
I joined the team at The DMCSA in 2022 to project manage the inaugural IMNHC2023 in May 2023. Thereafter, I was appointed as the Director at SBS Conferences & Exhibitions for just over a year, before deciding to open MICE Management.
What do you love most about this industry?
I love the people. I love the networking. I love the variation. No day is the same. I love the various sectors we get to be involved in, and the interesting people we meet while planning large events. There are so many things that make an industry or country tick. And we get to see parts of that and learn so much of it by walking a journey with an organising committee. In some instances, you walk away with new friends.
I love doing business, and I believe the time is right, with many companies having closed, and specialists having left the industry, after Covid. There is space for someone like me, with experience and a high standard of client service.
What is your dream for MICE Management?
The response has been overwhelming so far and I pinch myself daily, to remind myself that this is real. My dream is to have a handful of key partnerships and intentionally invest in those relationships. Client service is high on my list of priorities, and that builds trust. There is nothing better for me than being able to work with a trusted supplier or partner and KNOW that they will execute the task well. Nobody needs sleepless nights, or unnecessary stress. If the business grows because of this, I will know I have achieved something great!
What services do you offer?
Everything to do with business-minded travel and tourism. https://micemanagement.co.za/services/ — for a comprehensive list.
Consultation for organising committees, that don’t want to hire a PCO. And I am finding that assisting local PCO’s with portions of their event, is working really well for the benefit of the entire event. Teamwork, makes the dream work!
Who is your target market?
Local and international associations, event planners, and corporates.
What makes MICE Management different?
If we can change the mindset from ‘how much money we can make,’ to: ‘if we work together and build something strong, that has longevity, we not only make long-term money, but how much more do we sustainably get to generously impact the people around us?’ I do believe that is the key. Long-term vision. And, if helping associations to take the step to hosting a conference means that we need to take the risk financially initially, we will — for the long-term benefit of both parties.
Where are you based?
I am based in Cape Town, South Africa.
Where do you operate?
We can work anywhere in South Africa or further afield. Nothing that an educational or site visit can’t rectify. Have passports, will travel.
Do you have any hobbies?
I love going out dancing! Walking, hiking, camping, impromptu adventures, visiting new places/towns — exploring. I enjoy cooking, scrapbooking, crocheting, and knitting and I love a good book — usually involving travel. A little bit of everything, really. I get bored easily.
Testimonials from clients
“In May 2023, more than 1,800 stakeholders from 100 countries gathered in Cape Town, South Africa with an important goal: to accelerate solutions to improve maternal and newborn survival, and prevent stillbirths, as countries strive to achieve the ambitious targets outlined in the United Nations Sustainable Development Goals. In preparation for this historic convening, AlignMNH worked directly with Michelle and the team she led on all logistics and overall direction of the conference. Michelle’s role in the pre-planning and on-the-ground execution was essential to the success of the conference, and we couldn’t have done it without her outstanding leadership and expertise.”
“A true leader, Michelle rolls up her sleeves and dives into the trenches with her team and clients. She is incredibly creative, solutions-oriented, and hardworking, always rising to the occasion to support with changing deliverables, tight timelines, and unexpected issues, while continuing to deliver high-calibre services.”
Reynolds Director of Strategic Partnerships
Jhpiego, an affiliate of Johns Hopkins University AlignMNH, a global initiative working to save lives for women and children
“Throughout my career, I’ve consistently sought out meetings, conferencing, and event partners who also operate as specialist DMC’s, are well-known, respected, and deeply connected within the destination and field of operation. Their network of reliable and trusted partners enables them to craft creative and professional proposals.
“Moreover, a top-tier partner operates in your best interest, managing stress and deadlines effortlessly. They communicate effectively, leaving no room for uncertainty. From proposal to reconciliation, they handle the entire programme with absolute professionalism and transparency.
“If this aligns with what you’re seeking, allow me to highly recommend Michelle. I’ve had the privilege of working with her since 2012, and she embodies all these qualities. In fact, when I contemplated opening a DMC in Cape Town, she was my first choice to lead it.”
Mara Coetsee
Owner, (previously) Red Carpet Travel Multichoice Board of Directors: 2017
NASPERS Global CEO’s Easter Weekend: April 2012
“I have worked with Michelle for many years, on several large international events she organised. I have always found Michelle to be competent and attentive, with a good eye for detail. Reliability is essential in this industry, and she is extremely dependable.
I hope to work with Michelle again in the future.”
Dr. Peter de Jong
M B ChB, FRCOG, FCOG, Mmed, Cert Urogyn Obstetrician & Gynaecologist
UCT Obstetrics & Gynaecology Refresher Course: December 2015, 2019
Royal College of Obstetrics & Gynaecology 2017
International Urogynaecology Association 2016
“During the planning, she was always calm and in control of every aspect, which took the stress away for us. The event itself was spectacular without a single thing out of place. From permits to staff, from furniture to food. Every last detail was perfectly executed. Michelle really did a phenomenal job, while always being calm and friendly. We will definitely use her for any events we have in the future.”
Lindi Green
VDMV Property Holdings
River Quarter Groundbreaking Event: October 2023.
Contact info
Email: hello@micemanagement.co.za
Website: www.micemanagement.co.za
Cell: +27 (0)82 594 2443
