6/20/09
Singapore Arts Festival Opening
1) Background
Singapore Arts Festival is the one of the largest event on Singapore's arts calendar, attracting artists all around the world, offering more than 400 performances and activity around Singapore and pulling in visitor close to 500,000 a one month with a wide range of performances and events that inspires and captures the image of Singapore.
3)Compare with another Festival in other cities(8P)
(3.1)I have chosen another Arts Festival in Dublin Ireland it is called the Ranelagh Arts Festival as similar festival that has been successful in another city. There is not much different between Ranelagh and Singapore Arts Festival on their product vias as both are promoting about the arts and culture of their area.
(3.2) Singapore Arts Festival is located around Singapore island not only does it promote the event itself it also promote the surrounding like Marine Barrage while the Ranelagh Arts Festival is cluster in a small area(refer to fig 2)
(3.3) Promotions- Singapore Arts Festival offer promotions for customer who present their ArtsFest club card to receive offer and discount given by partners who are involve in the event itself. Few examples
Marine Mandrain Singpaore
· Deluxe room @ S$200.00++ inc of breakfast for double occupancy
· 15% off Food & Beverage
· 15% off Spa services
· Late check-out subject to room availability
· 1 complimentary car-park coupon per stay
· 1 glass of champagne per guest
Rendezvous Hotel Singapore
ArtsFest club Members:
· 15% discount at starits cafe @ Rendezvous
· 25% on snacks & drinks at Palong Bar @ Rendezvous
ArtsFest ticket holder
· 10% discount at straits cafe @ Rendezvous
· 20% on snacks & drinks at Palong Bar @ Rendezvous
Full time students, National Service Full time and senior citizen above the age of 60 years and above
Will be enjoying 20% discount for any value purchase. However is limited to one ticket per valid identification pass per show
Group Bookings
Purchases of 15 tickets or more to any on show to enjoy 15 % discount
School Bookings
For school ticket will be discounted more compare to the normal time
Ranelagh Arts Festival not much promotion mention in the webstie.
(3.4)Partnership- for example Marine Mandarin Singapore is one of the sponsors for Singapore Arts Festival(SAF) so SAF have to modify their price to make the package look more attractive they promote their hotel deluxe room at S$200++ which normally cost around S$300++ to attract foreign or even local visitor to stay in that hotel during the event. To enjoy the free add on in the hotel room for becoming a member of arts festival club.
(3.5)Programming- Singapore Arts Festival, Arts on the move in the way that all performance are perform during Friday, Saturday and Sunday so if one miss one show on a particular they they could catch up the same show the next following day. Furthermore it is held during the weekend where people have more free time to spend as the following day they do not have to work. Ranelagh Arts Festival happen only for one week once people miss the show they would not have a chance to watch again.
(3.6)The people who are involved in this event include citizen of Singapore and foreign visitor who come and watch the event. The crew or performances are a mix of Singaporean and other foreigners for example Australian. For Ranelagh Arts Festival they target local citizen who stay in the area and niche amount of tourist who knew of this event.
(3.7)Packing & distribution- there are various ways to purchase ticket, through the internet, telephone, Sistic Authorised agent found in Singapore Bishan Junction 8 and many other more. Also no Singaporean may choose to buy from overseas outlet example Johor Bahru for Malaysian who which to watch the performance at esplanade may purchase ticket over there and of course visitor is able to buy tickets at the door of the event or performance. For Ranelagh Arts Festival people could only buy the ticket on the spots itself where the activity is being held.
3.8) Price- Arts on the move is free admission however there is other costs there is incurred for example travel using the MRT and buying of nearby food outlet to eat during the performance. However there is other performance in esplanade that needed to be purchases ticket to enter. For the opposite event every single event has to be paid expect for exhibitions so this will not attract more people
2) Identify Singapore Arts Festival and another event in another cities
Singapore Arts Festival is a mega event as it attract up to 500,000 visitors for the event, different event are situated at different location of Singapore. It does not consider as a hallmark event due to the fact that there is not any special event that is done by Singapore Arts Festival that allow people to remember that it can only be found in Singapore. However I only attend a few events. The few ways that I have observer how they market their product some staff from the Art Festival push a trolley around at vivo city with the art festival word on it which mean that it is art on the move (refer to figure 1 ), TV advertisement is seen on Channel 5, poster is paste around in Singapore and a huge banner is place in esplanade to show case when is there event.
Ranelagh Arts Festival is a group of Ranelagh resident’s citizen of Ireland came together in 2005 to offer an innovative and inclusive Arts Festival for the local resident of their town from 29th September to 2nd October 2005. Their main objective was to establish an annual arts festival for the people of the village and beyond for people who wish to understand their culture more.
The aspiration of the committee was to create a diverse programme with something for everyone. The programme featured local artists and musicians, performances by children from the area, poetry, plays and film, as well as internationally recognised artists.
4) Inform your reader about these best practices.
I prefer that the price is one of the best practices to promote the Singapore arts festival as this year the world is having economy recession and people prefer to attend free event or performance. With this Art on the move it will attract people who do not wish to pay the entrance fee to enter. Since they are for the performance they need to eat therefore will spend money on fast-food or restaurant near the performing area. For example merlion park performances they may be eating at esplanade thus these increase sales for the Food and beverages outlet even though the performance is free.
5) Identify the stakeholders in these festivals
What is stakeholders, stakeholders are people or company that are involve in the event itself which are directly involve for example if one back out the company will not have the require fund to fund for the event itself.
Singapore Arts festival consists of Sponsor with a few example of sponsors Official Partners, Premier Partners, and Major sponsors, Sponsors, Supporters and Venue Partners, Co-worker, Media, Participants and Spectators, Host Organisation, Host Community