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
6) What did Stakeholders did during the event
(6.1) Sponsor
Premier Partners
Singapore Tourism Board helps promote the event by putting up this event on their official website where tourist from around the world who visits Singapore would check the website before coming to Singapore. This helps arts festival to attract foreign visitor, to attend this event.
Major Sponsors
Vivo city and PUB they rent out free venue for the arts festival opening and performance called RED (refer to 1.2 for picture)
Sponsors- Yahoo, Etc
Supporters- Australian High Commission, EZ-link, National Environment Agency, etc
(6.2)Media
Channel 5 which is the official TV station and there OKTO which is the supporting TV station to help market the product by providing free marketing for the event.
Starhub Cable Tv also help to promote the event which doing the same function as Channel 5
(6.3) Co-Worker
Co- Worker is where the volunteer of the event and the host of the event are working together at the same venue thus create a bond between staff as u can see main organiser is eating or talking with the volunteer as this does not show their different rank in the events. So it is some sort of bonding between volunteer and staff.
(6.4)Participants and Spectators
Coca Cola which is the official sparkling beverage for the event they team up with Singapore arts festival to set up a booth at the marine barrage which is the Singapore arts festival opening to give out free coco cola light drinks to visitor who attend the event.
(6.5) Host Organisation
Singapore Arts Festival
This is where the main organiser is planning all the activity and program for the event. Also they are responsible to all the happening in this event all the problem and incident will be settle by them.
Venue Panthers
SBS Transit provide free performance spot at Tampiness which have a open field next to MRT station itself however not only free land is provided, shutter buses is also provided for the public who does not have personal transport to watch the performance at Marine Barrage. Some other venue partners LASALLE College of the Arts, etc
Eleven arts education programmes were specially pick and devolope in partnership with five training partners, which include (Singapore Drama Educators Association, Drama Box, Singapore Lyric Opera, MOVING ARTS and The Triqnaqi) in conjunction with eight Festival productions (The Cherry Orchard, Long Life, Electra, Sutra, Seven Boards of Tricks, H3, Terima Kost and The Magic Flute – Impempe Yomlingo).
(6.6) Host Community
Host Community is where everyone who is attend or working in the event itself is having the same purpose for people attending the event. Their purpose or goal is to watch the performances while the goal or purpose of the event helper can staff is to endure that everything when smoothly before during and after event. Making sure that no mistake can happen during the event.
Ranelagh Arts Festival Sponsor
Ranelagh Arts Festival Sponsor consist of Funding Bodies, Major Supporting Sponsors, Event Sponsors, Sponsors and Friends
Funding Bodies- The arts Council and Dunlin City Council
Major Supporting Sponsors- Albion Properties Ltd, McGinley Farrelly & O’Connor- The Property Professionals and Morton Supermarket
Event Sponsors- Humprey’s Pub, Smyth’s Pub, Superguinn, etc
Sponsors- Boylesports, Eatery 120, Nurse on call, etc
Friends- Anastasia Boutique, Centra, Dahila Shoes Ltd, etc
7) Reflect on the main purpose of this event or festival
The Singapore Arts Festival Mission and objectives
The Festival is characterised by a bold, progressive and innovative spirit, committed to commissioning new works by Singapore, Asian and international artists; investing in works that bridge disciplines, cultures, language and geographical boundaries; exploring, among others, contemporary issues related to history, memory, migration, and urban living; discovering emergent and promising artists; and encouraging regional and international artistic exchanges and collaborations. The Festival also features an extensive programme of free outdoor performances island-wide, bringing the arts to the doorsteps of Singaporeans.
Personal view of the mission and objectives of the arts festival
This year’s Singapore Arts Festival will bring everyone with its concentrate outreach of programme and activity around Singapore. Ranging from City Hall to Tampiness. Art on the move is an attempt to bring the arts nearer to the public in the festival. Their logo is “No matter where we are, they are there to entertain us”. This year objective of this year arts festival is to allow public get near the performance without paying it and understand the different type of arts ranging from dance to show case exhibits. Also
8) Comment on the amount of tourism benefits received by the host city of the chosen event.
(8.1)Learning of skill from local culture or art group
Visitor is able to learn skill from other culture different and unique from their home country culture for example an Australian who is interested in Chinese opera will approach the opera group to learn the skill.
(8.2) Opportunity for business
since with an increase in the amount of visitor who wish to learn different set of skill from local culture or art group this will lead to an increase in the number of business be set up business can be from Chinese opera to learning making of satay or even laska even though it does not have any related link between Singapore arts festivals. Since visitor who are watching the performance need to eat.
(8.3) Employment opportunity
With the increase of business there will be a need to increase manpower for the business so this will lead to an increase of employment rate for the local citizen. With the employment rate increase the GDP of Singapore will also increase as people have more spending power compare to when they are unemployed.
(8.4) Culture exchange or preserve
Now with the influence of cultural to other visitor and citizen the culture will be preserve and exchange as visitor from Australian is learning Chinese opera. However during this period not only the Australian is being taught of the different culture, every other people who learn the Chinese opera with the Australian will be able to know more about the Australia culture so there is a culture exchange among visitor.