Mobilisation of the MICE Sector in Spain Return to safe events
Impacted directly by COVID, the Spanish MICE industry has shown itself to be generous, adaptable and resilient. Almost overnight, MICE players responded in two ways: first by offering their assets to manage the pandemic; second, by reinventing themselves with new formats, types of layout, professional profiles and protocols. The mobilisation of the MICE sector in Spain, as reviewed here, has never been so impressive.
Solidarity
If in past wars, when churches were available for the sick, in the battle against COVID, hotels and venues opened their doors. And this occurred throughout Spain. The list of hotels that participated is huge; one of the first to transform its facilities for the sick or their families was Room Mate Hotels and more followed suit: Ilunion, Vincci, NH, B&B Hotels, etc. Several catering companies, such as Medems, have also contributed their services.
Health security protocols
But beyond helping, the sector has reinvented itself to allow safe events, creating new protocols so that events can safely take place again.
Fairgrounds, conference centres and large venues. IFEMA was the first and setup the CECOR (Centre for the Coordination of Security and Emergencies), to back up the rest of the security and emergency structures at this venue. But by now, almost every venue has a COVID protocol in place.
Hotel chains have also done their bit. An example is NH Hotel Group that combines a ‘Feel Safe’ at NH protocol, suggestions for new set-ups, and solutions for hybrid events with audio-visual sets in properties; Meliá has a ‘Stay Safe’ with Meliá hygiene security programme, certified by Bureau Veritas; and Madrid Marriott Auditorium has been adapted to the requirements of the ICTE, the body responsible for the MICE health protocol in Spain.
New outdoor spaces will undoubtedly be an advantage to Spain, whose climate allows meetings or coffee breaks in the open air for much of the year. Terraces and gardens have been converted into meeting rooms like Accor’s Open-Air Meetings. The Claris Hotel in Barcelona has modified its spaces to give groups direct access to the terrace. These are among many examples.
Large venues have introduced creative layouts. The Tarraco Arena (Tarragona), a former bullring, has rearranged rooms to allow large groups to separate into small ones. The WiZink Center has been transformed into a large artificial grass terrace with separate tables and chairs to seat 2,000 attendees while maintaining a safe distance, and an air renewal system keeps rooms fresh by renewing every eight minutes.
Certification is a good way to build trust. Today there are two options: the certified “Safe Event”, which combines the definition and implementation of protocols, advice on this matter, inspection on D-day and certification by international specialist companies; and from the OCA certifier.
New profiles: companies in an industry now reliant on online events have established new positions such as the virtual event manager, but specialists have also appeared for physical events such as the hygiene manager proposed by the Hyatt Centric Madrid Gran Vía.
Hostess and staff agencies: these play a much larger role today, they become part of the organiser’s security team and ensure that protocols, required distances, etc. are respected. They have also added new capabilities.
The role of associations: New associations (for catering companies, incentive agencies, venues, stands) came to life during the crisis and created protocols and advice for safe events. The MICE Forum (a group of industry associations) has established itself as a uniting voice and has organised meetings with the Secretary of State for Tourism, as well as issuing requests for help; and AEVEA has supported the #redalert campaign movement with a video that explains the enormous variety of professionals who make a living from events.
Your Safety is of Paramount Importance, refer to Travel Safe Spain: https://travelsafe.spain.info/en/