Yeah, I kinda noticed the pictures aren't that great. But the picture with me in it changes everything, eh? =D
Monday, June 22, 2009
Pictures!!
Yeah, I kinda noticed the pictures aren't that great. But the picture with me in it changes everything, eh? =D
Helios II
Festivals and Events Management (BLR3001)
AY 2009/10 April Semester
FIELD TRIP ASSIGNMENT BRIEF
(Individual Report)
Singapore Arts Festival 2009
Introduction:
The Singapore Arts Festival 2009 was the event that I chose to write about for my assignment. The Singapore Arts Festival began in 1977 to celebrate the local arts activities of Singapore’s diverse communities. The National Arts Council has played a vital role in organising the festivals over the last three decades. This festival has been a beneficial catalyst in the artistic and cultural life development of our nation, as it is the grandest singular event on the art’s calendar, attracting over 500,000 attendees. Also, artistes are invited from over 20 different countries. It lasts for 4 weeks filled with events and performances that captures and inspires the public imagination of the city.
a) Select an event or festival from the recommended list below for your field trip
The event I went for during the Arts Festival was the festival opening performance titled Helios II by La Compagnie Malabar, a group of French urban theatre extraordinaire. The approximately 1 hour performance comprised the magnificent procession of circus artists and the Sun God at its peak accompanied by snazzy music. It concluded with a spectacular show of fireworks that made the crowd gasp in awe.
b) Compare the selected festival with a similar festival that has been successful in another city in terms of its marketing strategy
The Salem Arts Festival is similar to the Singapore Arts Festival. The both festivals main aim is to promote the arts and to make it an enjoyable experience for the public. Both also have indoor and outdoor performances or exhibitions, some which are free for the public. Both festivals were successful in attracting large crowds to the event.
A marketing strategy is a critical method of utilising minimal amount of resources to best achieve a competitive advantage on the best opportunities. The 8 Ps of festival and events marketing will be used to make the comparison between the two festivals. The 8 Ps consist product, place, program, promotion, people, partnership, price, and packaging and distribution.
Product
The core product is the experiencing the festival itself and the atmosphere that it provides. It would also be the performances like music, theatre, dance, and visual arts, each catering to different people with their different preferences. Both festivals are similar on this aspect.
Place
The Singapore Arts Festival 2009 staged performances and exhibitions over many places such as the Esplanade theatre, Victoria Theatre, Marina Barrage and Vivocity. Performances were help both indoors and outdoors. The event I went to was held outdoors at the Marina Barrage. Other performances were also held in open air areas such as the open field at Tampines MRT station and the closing celebrations of the Arts Festival at the open field at Yishun. With the Salem Arts Festival, performances were also staged both indoors and outdoors. Thus, both festivals are similar with the type of place in staging the events.
Program
The programme of the Singapore Arts Festival can actually be found on the website itself. However, the programme can also be found in the brochures that were distributed. In there, the timing and venue of where and what event will be taking place can be found. For the Salem Arts Festival, the programme can be found on their website. The programme schedule for Salem’s was more packed as they festival only ran for 3 days. This is contrary to Singapore’s, as the schedule was quite evenly spread out as well as the festival running for 4 weeks.
Promotion
The Singapore Arts Festival has its official TV station, Channel 5, to help promote it. As the Singapore Arts Festival also worked with various partners like the Heeren shops and Marina Mandarin, card holders of the ArtsFest Club get to enjoy discounts. In addition, online social portals like FaceBook create greater awareness about the going-on of the festival. The Salem Arts Festival also has media coverage like the newspapers and advertisements. They even had banners put up to promote the festival.
People
The people are a fundamental factor that any event cannot do without. They comprise not just the performing artists but also the backstage crew, the event volunteers, hosts as well as the audience. The direct interaction that the people have with each other will be what mainly leaves as an impression.
Partnership
The Singapore Arts Festival had various big name partners from different industries. They include Singapore Tourism Board, Coca Cola, National Arts Council and other support like shopping malls like
Price
The Singapore Arts Festival have discounted tickets for students. Some shows are commercialised in the Singapore Arts Festival like Sutra or H3. However, some have free admission and are open to the public. The best thing about the Salem Arts Festival is that everything is free. There is no need for a bought ticket to watch any show pr performance, or visit an exhibition.
Packaging and Distribution
Singapore Arts Festival have business packages for the business travellers who are in Singapore like the Business Traveller Asia-Pacific package. This is to entice them to visit the festival as it will seem more affordable and attractive. As there is no need for any paid entrance ticket at the Salem Arts Festival, no packages was needed to attract people to visit them.
c) Inform your reader about these best practices
I think that one of the best practices for this festival was that the programme was spaced out neatly so that there isn’t much clashing of events happening at the same time. It is also over an extended period of time so it allows more people to be visiting it as well as to have a chance at visiting other events that were taking place.
I also think that the various land space used was a fair idea as it shows that they are trying to reach out to the different parts of Singapore and giving people who stay at different parts of the island to experience an arts event even closer to home.
The last best practice that I found good was that they allowed the public free admission to certain performances. This indicates that they are really wanting to create awareness and promote the arts scene in Singapore than just intent on making a profit. It also does a good job in attracting audiences to come experience the events as they don’t have to pay for an entrance fee.
d) Identify the stakeholders in these festivals
The stake holders are –
Host Organization: National Arts Council and National Youth Council
Host Community: Singapore Tourism Board, National Parks Board, Housing & Development Board
Participants and spectators: Performers, backstage crews, audience
Co-workers – Volunteers
Media: Channel 5(Official TV Station), OKTO channel
Sponsors :
Coca Cola light (Official Sparkling Beverage), LEE FOUNDATION, RAFFLES CITY, PUB, Suntec Singapore, VIVOcity, WingTaiAsia, SMRT, Urban Redevelopment Authority, Marina Mandarin Singapore, Singapore Chinese Chamber of Commerce and Industry, Starhub Cable Vision, Yahoo!.
e) Reflect on the main purpose of this event or festival
I think the main purpose of this festival is to get the people more excited and interested about the arts scene. As the arts can be used as a tool exploration and reflection, it will help us to grow as individuals first, then as a country. As we become more cultured and civilised, we may be more forward looking yet aware of ourselves and our environment.
I feel that it is also that we may be more diverse and interesting as a society, and be more active in the arts scene instead of the usual daily grind of a 9-5 job. This in turn will help us psychologically to be reminded of being more accepting of diversity and to play to the different strengths of people.
The arts is also a universal language. So it would help us to bond as a country as well as attract foreign visitors over for this festival. It may also be a platform for people to showcase their talents and/or to discover hidden talents.
f) Comment on the amount of tourism benefits received by the host city of the chosen event
As this festival took place in Singapore, it would definitely bode well for us in terms of tourism benefits! This is such because our economy will receive an injection of money when they foreigners spend here. With these events, not only do plenty of foreigners come over to experience it, there are also the large number of performers and crew members who were invited here. Companies will make use of this opportunity to make a profit.
This will also boost Singapore’s image to the foreigners as we are not only an island full of intelligent people, and that we are environmentally friendly in the sense that we are a clean and green country, but also we are both culturally rich and enriched.
In conclusion, I think the Singapore Arts Festival was a great experience for me. This was my first time experiencing the festival as I didn’t use to have the motivation to attend any prior to this assignment, but now I feel like my eyes are open to a new world and I know that everyone and anyone can enjoy the arts scene.
References:
Sunday, May 3, 2009
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