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PICC: Ready for the world
Source: The Philippine Diver
Author: Rachel C. Barawid
Date: 2007-10-16
 
It is impossible to look back at Philippine history without touching in the glorious past of the Philippine International Convention Center (PICC), an integral part of the country’s development.


PICC opened in 1976 as Asia’s first international convention center,marking the entry of the Philippines into the global arena, and setting a trend in Asia that led other nations to build their own convention centers.



It has also became a distinguishing status symbol for the country.

From its first successful hosting of the World Bank-International Monetary Fund annual meeting in 1976, PICC has evolved over the years playing host to prestigious international and local events. It became one of Asia’s most versatile and preferred venues for summits, conventions and concerts by international artists such as Luciano Pavarotti, the Bolshoi Ballet, Ricky Martin, Burt Bacharach.

Owned and managed by the Bangko Sentral ng Pilipinas, the PICC has become a meeting, incentive, convention and exhibition (MICE) destination for several years until recent times when competition became stiff with the opening of various convention centers in Singapore, Thailand and Malaysia.

"The PICC also suffered from cancellations of events due to natural catastrophes and terrorism incidents in Mindanao. We always bring out a map to explain to our clients that metro Manila is islands and islands apart from these troubled areas," Atty. Araceli EstradaVillanueva, PICC general manager revealed.

In 2001, hit its lowest point when a fire gutted down the 4th and 5th floors of its Delegation building. Huge business was lost with the building’s five floors left inoperational for six years.

But today, as it wraps up the first phase of a P200-million rehabilitation program, the newly-spruced up PICC is up on its feet and ready to tap into the huge MICE market one again.





Up and about

Villanueva said the country can still regain its former position as one of the top MICE destinations in Asia if only the Department of Tourism (DoT) would pour more support to reinvigorate the country’s MICE potentials and assets.

Built on a reclaimed land along scenic Manila Bay in Pasay City, the 12hectare PICC boasts of about 80,000 square meters of floor area that can accommodate a gathering of 15,000 people at the same time.

Designed by National Artist for Architecture Leandro V. Locsin, this landmark is also considered a museum of paintings and sculptures by renowned Filipino artists.

The PICC comprises the Delegation Building, Secretariat Building, Plenary Hall, Reception Hall and The Forum, a multipurpose, tent-like facility. These sprawling areas can be transformed into any kind of event or function.



The first phase of its rehabilitation program included the refurbishment of existing facilities, the addition of new high-ceiling meeting rooms and dining halls on the fourth and fifth floors of the Delegation Building, and the installation of high-tech equipment and facilities.

For the second phase, Villanueva said PICC will embark on a media campaign to promote the newly-improved PICC and conduct a series of training for its workforce.
 

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