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PICC ramps up offerings in competitive Philippine market
Marianne Carandang, Manila, February 6, 2014

RENOVATIONS at the Philippine International Convention Centre (PICC) are slated for completion before the start of the APEC Summit ministerial meetings in 2015, as the venue fights to stay ahead of the competition. 


PICC is reconstructing the 1,687m2 Meeting Room 1, which burned down in 2001, and will reopen it in October or November.


Roberto Garcia, deputy general manager and director for marketing and events management said the room will be suitable for events for between 800 to 1,200 people.


“We have huge venues like the plenary hall (4,000 pax in theatre style) and reception hall (2,500 pax banquet style), and then we go down to rooms at 800m2, so there’s nothing in between,” Garcia commented.


He shared that the venue is also enhancing and modernising its security equipment to meet the requirements of the APAC meetings. Other aspects of the venue upgrade include structural retrofitting for earthquake tolerance and improvements to lighting, flooring and carpeting, among others.


PICC recently unveiled its new brand identity, Home to the (greatest/grandest/brightest/classiest), intended to attract events and reach markets beyond its “staple” conferences and regional congresses.


PICC is also making a more active pitch for association business by hosting quarterly meetings and special events organised by the recently formed Philippine Council for the Advancement of Association Executives (PCAAE), Garcia remarked.


PICC is still the largest events venue in the country but faces increased competition, including the three upcoming integrated resorts in Manila, a convention centre rising at the Marriott Manila, and a number of independent venue operators, said Garcia.

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