Hydro Sapiens ( too far to get a clear shot)
some pictures of us visiting the event
Friday, June 27, 2008
Event Management Individual Reflection
1. Introduction
This is a report on the event that I attended and the event was Singapore Arts Festival. It was the largest singular event in Singapore art’s calendar inviting artists from more than 20 countries, offering more than 500 activities attracting up to 700,000 attendances with a 4 week performances and events that inspire and capture the public imagination of the city. I went to a performance at Bedok Reservoir on 22nd of June, which is named Hydro Sapiens by The Lunatic (The Netherlands). Their performance is about searching for the right value of water.
2. Background of the organizer
The organizer for this event is the National Arts Council (NAC). They are set up in 1991 to organize the development of the arts in Singapore. Mission is to nurture the arts and make it an integral part of people’s lives in Singapore. They have 5 key thrusts and they are Nature and Develop the Arts, Develop Capabilities and Resources, Stimulate Broader and More Sophisticated Demand for the Arts, Facilitate Internationalisation and Enhance Global Connectivity and Advocate the Importance of the Arts.
3. Role of events to the organizer
There are a few roles of the event to the organizer. The first role is place marketing. The event creates a positive image of Singapore that it is a vibrant city fill with arts. It attracts local people to learn more about arts and at the same time enjoy them. It will also attract investors who went for the event find it meaningful and interesting and invest in future events.
The second role is tourist attraction. This event attracts tourist from all around the world whom appreciates arts. As it is a four week event tourist that want to stay throughout the whole event will increase their length of stay and spending. This event also attract tourist that are on holiday in Singapore to visit the event. This will allows tourist to know that Singapore is a place filled with arts and its worth visiting.
Both of these roles are link to NAC vision which is developing a distinctive global city for the arts. It also helps them in promoting Singapore not only to tourist but also to locals as an arts hub.
4. The stakeholders in the event
The stakeholders are all those that are directly involve in the event. Which include the organizer which is National Arts Council. Their official sponsors are Arts Central (official TV station), Gold 90.5 FM (official radio station), and Yahoo Singapore (official online media). Their premier partners PUB, Tote Board and Singapore Tourism Board. Their major sponsors are Hong Leong Finance, Lee Foundation, Raffles City Shopping Centre and Lush 99.5 FM. There is also other sponsor, festival supporters and venue partners that supported the event. The actors that participated, the crew that is involves in preparing and setting up for the performance and all the volunteers that helped out to make it a successful event. All audiences that was present at the event performances. All the above mention are the stakeholders as they are all involve in the event one way or another.
5. The target market
The target market is mainly the arts lover regardless of their age, gender or nationality. It also targets those people who are keen on finding out more about the event but not really into arts. The event is held for four weeks at various locations. It allows anyone that is free during the period of time to visit the location they wanted. Some of the event is free to allow people to learn more about arts and get interested.
6. Critically discuss the marketing strategies employed by the organizer
The organizer used a few marketing strategies to promote arts festival.
Firstly is the place, it is a big event that is held is various locations. Most of the performances are held at The Esplanade and Victoria Theater and most of Singapore arts events are held in these places too. It is near town and easily accessible. The opening event is location at Clark Quay where night live is very happening and the closing is held at Bedok Reservoir which is more close to the locals.
Secondly is the product, the product is the arts itself. It is the experience they receive from attending the event. If they had a good experience they will be more willing to spent and even go for more performances and revisit the event.
Thirdly the partnership, with the help of partnership the event will be more successful. As mention above on the part of stakeholders, every one of them played a part in contributing to the success of this event. Without joint effort it will be very hard for the event to run smoothly.
Fourthly the promotion, this event is advertised widely. Banners on the streets, article on the newspaper, the Medias and the website promotes the event to the public. The event quite heavily advertised.
Fifty the price, different performance had different prices. For those who really appreciate arts there are arts performances in a few theaters which they will need to pay a sum of money. And there is also free performance which allows people to have a feel of the event or learn more about arts.
Last but not least the people which include the cast, audience and the host & guests. The interaction between them contributes to a large part of the event experience. It must be well organized to minimize bad experience. There are volunteers and staff to help out the audience in need. Signs and usher is also place to direct them.
7. How would you rate the organization of the event? Why?
For the website it is very well organize with all the information and venue of the events, there are also news updates for the event on site. This event is also very well advertised. I only attended one of the performances which are the closing event at Bedok Reservoir. They did not state the exact location. So I alighted quite far from the event location. But there are two usher station there to direct the way and it is a 15 minutes to the performance location. When I reach there it was really packed with people and lots of people are squeezing their way through to look at the performance. They are not that prepared for overwhelming responses and crowd control was bad. People can see the performance clearly, lots of people around were say they have no idea what they are watching and it is quite stuffy. For that they did not organize well enough. But for overall they did quite a good job.
8. Discuss the potential of the event by the organizer to meet tourist demand?
The event is a hallmark event and it is high in demand and high value. Which means the potential of meeting tourist demand is high. The event directly caters to tourist who appreciates arts. It also influences people to enjoy and appreciate arts. And appreciating arts can be at any age group so it has no limit or specific target group. It does not only cater to the tourist, locals can also appreciate arts through this event. Locals will learn more about and this can also gain their support in organizing the event. This will help to promote the event greatly because people will encourage one another to participate in the event. When the event has great responses means the event is successful and this will further attracts more tourists.
9. Suggest how the value of the event could be raised to be align with the tourism mission of Singapore?
The tourism mission of Singapore is we develop & champion tourism, so as to build the sector into a key driver of economic growth for Singapore. The value can be raise by stating the exact location of the performance and how to get there. This could help tourist to get to the locations easier. More usher can be deployed because other then two usher I met I could not spot any more usher around. They should also be more prepared if there is an overwhelming responds. Stage the performance at a larger area if the event is free because more people will gather. Admission fee can be implemented if they want to avoid huge crowds from attending. They could advertise through television more as I seldom spot their commercial.
References:
STB: http://app.stb.gov.sg/asp/abo/abo.asp
Arts Festival website: http://www.singaporeartsfest.com/main.asp
National Arts Council of Singapore: http://www.nac.gov.sg/
Ms Sandra blog: http://sandraventure.blogspot.com/
This is a report on the event that I attended and the event was Singapore Arts Festival. It was the largest singular event in Singapore art’s calendar inviting artists from more than 20 countries, offering more than 500 activities attracting up to 700,000 attendances with a 4 week performances and events that inspire and capture the public imagination of the city. I went to a performance at Bedok Reservoir on 22nd of June, which is named Hydro Sapiens by The Lunatic (The Netherlands). Their performance is about searching for the right value of water.
2. Background of the organizer
The organizer for this event is the National Arts Council (NAC). They are set up in 1991 to organize the development of the arts in Singapore. Mission is to nurture the arts and make it an integral part of people’s lives in Singapore. They have 5 key thrusts and they are Nature and Develop the Arts, Develop Capabilities and Resources, Stimulate Broader and More Sophisticated Demand for the Arts, Facilitate Internationalisation and Enhance Global Connectivity and Advocate the Importance of the Arts.
3. Role of events to the organizer
There are a few roles of the event to the organizer. The first role is place marketing. The event creates a positive image of Singapore that it is a vibrant city fill with arts. It attracts local people to learn more about arts and at the same time enjoy them. It will also attract investors who went for the event find it meaningful and interesting and invest in future events.
The second role is tourist attraction. This event attracts tourist from all around the world whom appreciates arts. As it is a four week event tourist that want to stay throughout the whole event will increase their length of stay and spending. This event also attract tourist that are on holiday in Singapore to visit the event. This will allows tourist to know that Singapore is a place filled with arts and its worth visiting.
Both of these roles are link to NAC vision which is developing a distinctive global city for the arts. It also helps them in promoting Singapore not only to tourist but also to locals as an arts hub.
4. The stakeholders in the event
The stakeholders are all those that are directly involve in the event. Which include the organizer which is National Arts Council. Their official sponsors are Arts Central (official TV station), Gold 90.5 FM (official radio station), and Yahoo Singapore (official online media). Their premier partners PUB, Tote Board and Singapore Tourism Board. Their major sponsors are Hong Leong Finance, Lee Foundation, Raffles City Shopping Centre and Lush 99.5 FM. There is also other sponsor, festival supporters and venue partners that supported the event. The actors that participated, the crew that is involves in preparing and setting up for the performance and all the volunteers that helped out to make it a successful event. All audiences that was present at the event performances. All the above mention are the stakeholders as they are all involve in the event one way or another.
5. The target market
The target market is mainly the arts lover regardless of their age, gender or nationality. It also targets those people who are keen on finding out more about the event but not really into arts. The event is held for four weeks at various locations. It allows anyone that is free during the period of time to visit the location they wanted. Some of the event is free to allow people to learn more about arts and get interested.
6. Critically discuss the marketing strategies employed by the organizer
The organizer used a few marketing strategies to promote arts festival.
Firstly is the place, it is a big event that is held is various locations. Most of the performances are held at The Esplanade and Victoria Theater and most of Singapore arts events are held in these places too. It is near town and easily accessible. The opening event is location at Clark Quay where night live is very happening and the closing is held at Bedok Reservoir which is more close to the locals.
Secondly is the product, the product is the arts itself. It is the experience they receive from attending the event. If they had a good experience they will be more willing to spent and even go for more performances and revisit the event.
Thirdly the partnership, with the help of partnership the event will be more successful. As mention above on the part of stakeholders, every one of them played a part in contributing to the success of this event. Without joint effort it will be very hard for the event to run smoothly.
Fourthly the promotion, this event is advertised widely. Banners on the streets, article on the newspaper, the Medias and the website promotes the event to the public. The event quite heavily advertised.
Fifty the price, different performance had different prices. For those who really appreciate arts there are arts performances in a few theaters which they will need to pay a sum of money. And there is also free performance which allows people to have a feel of the event or learn more about arts.
Last but not least the people which include the cast, audience and the host & guests. The interaction between them contributes to a large part of the event experience. It must be well organized to minimize bad experience. There are volunteers and staff to help out the audience in need. Signs and usher is also place to direct them.
7. How would you rate the organization of the event? Why?
For the website it is very well organize with all the information and venue of the events, there are also news updates for the event on site. This event is also very well advertised. I only attended one of the performances which are the closing event at Bedok Reservoir. They did not state the exact location. So I alighted quite far from the event location. But there are two usher station there to direct the way and it is a 15 minutes to the performance location. When I reach there it was really packed with people and lots of people are squeezing their way through to look at the performance. They are not that prepared for overwhelming responses and crowd control was bad. People can see the performance clearly, lots of people around were say they have no idea what they are watching and it is quite stuffy. For that they did not organize well enough. But for overall they did quite a good job.
8. Discuss the potential of the event by the organizer to meet tourist demand?
The event is a hallmark event and it is high in demand and high value. Which means the potential of meeting tourist demand is high. The event directly caters to tourist who appreciates arts. It also influences people to enjoy and appreciate arts. And appreciating arts can be at any age group so it has no limit or specific target group. It does not only cater to the tourist, locals can also appreciate arts through this event. Locals will learn more about and this can also gain their support in organizing the event. This will help to promote the event greatly because people will encourage one another to participate in the event. When the event has great responses means the event is successful and this will further attracts more tourists.
9. Suggest how the value of the event could be raised to be align with the tourism mission of Singapore?
The tourism mission of Singapore is we develop & champion tourism, so as to build the sector into a key driver of economic growth for Singapore. The value can be raise by stating the exact location of the performance and how to get there. This could help tourist to get to the locations easier. More usher can be deployed because other then two usher I met I could not spot any more usher around. They should also be more prepared if there is an overwhelming responds. Stage the performance at a larger area if the event is free because more people will gather. Admission fee can be implemented if they want to avoid huge crowds from attending. They could advertise through television more as I seldom spot their commercial.
References:
STB: http://app.stb.gov.sg/asp/abo/abo.asp
Arts Festival website: http://www.singaporeartsfest.com/main.asp
National Arts Council of Singapore: http://www.nac.gov.sg/
Ms Sandra blog: http://sandraventure.blogspot.com/
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