Shane K Beary of Track of the Tiger has some very
definite views regarding the positioning of Chiang Mai in the MICE market
(Marketing, Incentives, Conferences, Events). He cites Price, People,
Product, Events and Team building opportunities as the reasons.
made it! Great job!”
Shane took time out whilst he was in the middle of
running a team building program for the Tel Aviv based IT company Comverse
with 225 participants, part of his company’s events in this lucrative MICE
Beary, MD of ‘Track of the Tiger’, the company which organized this MICE
event, was always on hand to give good advice how to achieve the goals.
He said that destinations like Chiang Mai had to
undertake an honest evaluation of their appeal to the MICE market, then use
their advantages to forge a niche with a product that was competitive,
diverse, and had its own distinctive character. “Chiang Mai,” he
enthused, “has a great deal to offer,” and explains it as follows:
team comrades went out of their way - literally!
The Price - With 4 and 5 star hotel rooms, and MICE
related services priced some 30-40 percent lower than those offered by
hotels in Bangkok or the south, Chiang Mai hotels can offer the same if not
better standard of product, at extremely attractive prices. The MICE client
can either save money, or can get a great deal more for the amount he or she
has budgeted for their event. Regional access, aided by the low cost
airlines, together with the city’s planned status as a regional aviation
hub makes the product even more competitive, and local access to hotels,
restaurants, meeting centers, shopping areas, makes it possible for an
organizer to spread an event over several facilities, building in local
color to the overall event.
cooperation at all levels.
The People - Anyone who spends even only a few days
amongst the people of the north will concede that they are in fact the
area’s greatest tourist attraction. Thais are naturally charming people
but nowhere is this more evident than in the old Lanna capital. The
non-confrontational doctrine of Buddhism is perhaps more evident here than
in other parts of the Kingdom. Visitors, perceptive enough to feel it at
work when dealing with the local people, will no doubt give serious thought
to the way they interact with their fellow man once they leave this place.
a leaking pipe, and the teams had to use their fingers to fill the holes,
whilst other were filling-in water to make a little ping-pong ball float.
The Product - As it pertains to the MICE market can be
described as follows: Pre or post event - The spa and health packages
available in the north rival those of any other parts of the Kingdom in
terms of quality, and because of the low pricing almost certainly exceed
them in terms of value for money. The same value for money advantages apply
to such things as annual medical check ups, on which a corporate client can
make considerable savings over the cost of having staff do them at home, or
in regional bases. Dental work, plastic surgery, hair transplants and more,
are all low cost services available from top class overseas trained, English
language proficient medical staff. Shane Beary pointed out that his own
company is currently working closely with Ajahn Kannika Phornphutkul M.D. of
the Rajavej Chiangmai Hospital, also president of the Northern Spa and
Health Product Association, in packaging the wide range of attractive
‘health-medical’ service options for the MICE industry.
water boil - start a fire with basically nothing ...
Events, theme parties etc. - The group which is here now
for example had a traditional welcome dance, and then under the direction of
a famous local music professor, Ajahn Solot Kuptarat and his assistants, the
group were given bamboo musical instruments and then, in a crash course of
less than fifteen minutes, were transformed, from a mob wielding wooden
objects into a ‘bamboo orchestra’ - that could actually make music. One
of their awards dinner functions included a stunning solo performance from
the Phantom of the Opera, by Ajahn Tianchai Sooktiang of Voice Studio (Local
Personality CMM Vol 12) - who often performs for the Royal family.
like a floating bin, but it demanded skills to move it out of the square.
The teams were not supposed to touch it, but just use ropes instead.
Another night was set in the beautiful setting of Sawai
Riang. Designed, owned and managed by Phairoj Kosumkachonkiat, the authentic
‘Kad Mua’ (northern market) buffet dinner is meticulously accurate in
detail, right down to the employment of the ‘village elders’ who make,
and then serve the dishes. Classic northern dancers float between the tables
with effortless grace. The market dinner is followed by a sound and light
show, played out on a floating village in the centre of the lake.
one’s called “Ravine crossing” - it doesn’t only look dangerous! But
with team effort, one can do it.
Team building and adventure incentives - The north is an
adventure playground and with a little creativity, companies like Shane
Beary’s, can provide events ranging from ice breaker level team building
programs that are designed to highlight the city’s attractions, to team
training, executive retreats and the far more extreme jungle survival
With all that it has going for it, Chiang Mai has an
added attraction that may in fact prove to be its biggest draw. The last few
years have seen an explosion in home decor, fashion accessories, clothing,
furniture and handicraft shops all over the city, selling world class
product at unbelievably low prices. The city is well on its way to becoming
the premier ‘shopping’ destination in South East Asia. Top class
promotional tools like the Chiang Mai ‘Street Directory and Shopping
Guide’ with its world wide distribution and free copies to the MICE
industry’s movers and shakers will do a lot to make it happen.
walking - it’s like one shoe fits all. The challenge, however, was the
coordination of the movements of the team members.
Asked as to how he saw his company’s role in developing
Chiang Mai as a MICE destination, Shane Beary was quite emphatic, “With 18
years experience in adventure incentives, student educational programs,
up-market adventures, ‘Track of the Tiger’ was now embarked on a
development program that would establish them as the ‘local expert’ for
MICE organization in northern Thailand.”
For further details contact Shane K Beary email [email protected]
harmony was performed by the water-ballet dancers of Tianchai Sooktiang’s
dancers, much to the enjoyment of the 250+ audience during dinner time.