H3
Sunday, June 21, 2009 11:09 PM
20 May 2009
I went to my first show for Arts Festival 2009. It was being held in the victoria theatre and the show is called "H3 by Grupo de Rua". The ticket was priced at $13.80 (student-price).
Grupo de Rua was founded in Rio de Janeiro, Brazil in 1996 by Bruno Beltrao. It showcases a unique dance style which consists of hip-hop and contemporary dance being put together. H3 is a sequel to H2 in 2005. This dance company had performed in 25 countries with many different types of performances apart from H2 and H3.
From buying the tickets to the actual day of the show, i realised that the show actually appeals to many locals especially the younger generation. Actually, I wanted to purchase the 19 May (Tuesday)-8.00pm show, but the tickets were all sold out, so I chose the 20 May-3pm instead. On the actual day, the whole theatre was full. There were students from the different schools and teenagers, not forgeting the tourists. But locals made up the majority.
The performance: The dancers showed me the soft side of hip hop due to the part of the contemporary dance. In addition, they had really good stamina. They could run backwards at a fast speed for almost half the time of the show period. The lights were also very unique. Instead of using normal stage lights to create effect, they used those glow in the dark tube to make a stage on top of a stage effect(an extra platform on the stage itself).
The music they used are sounds of everyday life. For example, cars driving at top speed in the middle of the night and also glass dropping on the floor.
In conclusion, the entire performance was magnificent and i had never in my life seen such a unique performance. It was full of energy and passion.
I went to my first show for Arts Festival 2009. It was being held in the victoria theatre and the show is called "H3 by Grupo de Rua". The ticket was priced at $13.80 (student-price).
Grupo de Rua was founded in Rio de Janeiro, Brazil in 1996 by Bruno Beltrao. It showcases a unique dance style which consists of hip-hop and contemporary dance being put together. H3 is a sequel to H2 in 2005. This dance company had performed in 25 countries with many different types of performances apart from H2 and H3.
From buying the tickets to the actual day of the show, i realised that the show actually appeals to many locals especially the younger generation. Actually, I wanted to purchase the 19 May (Tuesday)-8.00pm show, but the tickets were all sold out, so I chose the 20 May-3pm instead. On the actual day, the whole theatre was full. There were students from the different schools and teenagers, not forgeting the tourists. But locals made up the majority.
The performance: The dancers showed me the soft side of hip hop due to the part of the contemporary dance. In addition, they had really good stamina. They could run backwards at a fast speed for almost half the time of the show period. The lights were also very unique. Instead of using normal stage lights to create effect, they used those glow in the dark tube to make a stage on top of a stage effect(an extra platform on the stage itself).
The music they used are sounds of everyday life. For example, cars driving at top speed in the middle of the night and also glass dropping on the floor.
In conclusion, the entire performance was magnificent and i had never in my life seen such a unique performance. It was full of energy and passion.
The Diamond
11:08 PM
29 May 2009
This would be my second show for the Arts Festival. It was also another dance performance being held at the merlion park from 29 May-31 May. But it was free admission this time.
This performance came from the United Kingdom and there was only 1 performer and the way she dances in a transparent tent of height 11metres was really breath-taking. Being suspended in mid-air with only her technique of using the cloth to hold herself, she exudes not only beauty and elegance but also the strength she used to hold on to the fabric. I was being blown away by the entire performance.
In addition, the lights and music being installed for the show's purpose added life to the night sky of marina bay. From my observation, i noticed that arts festival banners were being placed around the performance area e.g. merlion park, esplanade. Besides that, there were also people going around and giving out arts festival brochures showing the different timings of the other performances.
This would be my second show for the Arts Festival. It was also another dance performance being held at the merlion park from 29 May-31 May. But it was free admission this time.
This performance came from the United Kingdom and there was only 1 performer and the way she dances in a transparent tent of height 11metres was really breath-taking. Being suspended in mid-air with only her technique of using the cloth to hold herself, she exudes not only beauty and elegance but also the strength she used to hold on to the fabric. I was being blown away by the entire performance.
In addition, the lights and music being installed for the show's purpose added life to the night sky of marina bay. From my observation, i noticed that arts festival banners were being placed around the performance area e.g. merlion park, esplanade. Besides that, there were also people going around and giving out arts festival brochures showing the different timings of the other performances.
1:06 PM
Singapore Arts Festival 2009
Fig 1: The transparent tent
Secondly, my second trip was to Victoria Theatre. In my opinion, I felt that the interior was built exquisitely. Because the venue was an old theatre, the chairs were not of good quality but overall, the ambience was still there. Before the start of the performance, the audience had to wait outside the theatre and there was no area for them to sit except for a small café which was not in operation. Hence, some of us had to stand outside the theatre door while waiting to be sat.
Hong Kong
As I had not been there to experience the festival itself, I had to get comments from people on the internet. Here is what I had found:
As stated by Mr. John Batten, independent gallery owner and regular participant of the ongoing dialogue of Hong Kong’s arts and culture “the festival’s strength was that it was sponsored by some of the biggest names in the corporate world and backed by some of Hong Kong’s most influential leaders.” He feels that the festival lack of spirit. He says “I think the festival needs to loosen up a bit”. It was stated that the programmes were considered a bit stuffy compared to Singapore’s more contemporary festival.
In addition to the above, there are also murals being drawn at orchard road. Links are also being put up in various websites e.g. National Arts Council, Travel Blackboard, The Nation Blackboard and Arts Festival website.
Fig2. Ez-link card
Show your arts festival ticket or be a club member you get various discounts at the following mentioned:
· Harry’s bar
· Marrakesh- Moroccan Lounge & Bar
· The Rupee room
· Mirchi- Taste of India
· The Heeren shops
· Dome
· Rendezvous Hotel Singapore
· Hot stones Clarke quay
· Al Dente Trattoria Esplanade
· Barossa Esplanade
Distribution
There are various ways for one to book his/her ticket. Below will state the means of booking the tickets.
· Via Internet- www.sistic.com.sg
· Via telephone- Sistic hotline
· At Sistic authorized agents (counter)
· Overseas Sistic agents- Johor Bahru (Sin Chung Tours Sdn Bhd), Kuala Lumpur (holiday tours & travel Sdn Bhd), Penang (holiday tours & travel Sdn Bhd), Indonesia - Smailing tour building and Senayan city
· At the door, provided tickets are not sold out
Hong Kong
Packaging
The various packages are only for festival friends (those who frequent the event):
· 20% discount on 1 year subscription of Hi-fi review magazine
· 10% discount off Swindon Book Co.Ltd
· 5-10% discount off Collin Music Co.Ltd
And many more
From this, the difference is that, for Singapore, discounts are given not only to the Arts Festival members but also to people who bought the tickets, however, in the case of Hong Kong, only members will get the benefits.
Distribution
Similarly to Singapore, there are various ways for us to book the tickets.
· Book your tickets via internet, postal and fax during advance booking period (16 October to 28 November 2008)
· Counter booking at the following outlets (6dec2008-8march2009)
-URBTIX / HKT Internet Ticketing Service
The Singapore Arts Festival begins from 15 May-14June. It consists of various performances from all over the world. In the previous posts, I had stated that I had been to two of the performances and gave my comments for each of them.
b) Compare the selected festival with a similar festival that has been successful in another city in terms of its marketing strategy;
b) Compare the selected festival with a similar festival that has been successful in another city in terms of its marketing strategy;
I had decided to compare it with the Hong Kong Arts Festival 2009. Hong Kong Arts festival took place from 6 February to 8 March 2009.
There are 8 ‘P’s in the marketing mix strategy. Firstly, I am going to go into the experiential components: product, place, programming and people.
There are 8 ‘P’s in the marketing mix strategy. Firstly, I am going to go into the experiential components: product, place, programming and people.
Product
Singapore
Brochures of the Arts Festival which consists of the event calendar were being given out before the performance. This is a good way to let people know of the upcoming events and also further promote the festival to them. From my personal experience, I felt that the service being provided at the Victoria theatre was good. The staffs managed to get everybody into their seats on time so as not to cause disruption during the show. However, my experience at the Merlion Park was not a very pleasant one. During the show, the sound system faced some technical difficulties and the music kept stopping. This destroyed the entire ambience of the performance.
Hong Kong
They have the “Festival Friends” and “Festival Plus” for the locals in hope of promoting the festival further. Festival friends are for those who frequent the festival and they will get benefits such as receiving newsletter and up-to-date information, besides these, they also have priority booking for upcoming performances and discounts at certain arts and record shops. As for Festival Plus, there are various workshops being offered for the locals to know more about the arts.
Singapore
Brochures of the Arts Festival which consists of the event calendar were being given out before the performance. This is a good way to let people know of the upcoming events and also further promote the festival to them. From my personal experience, I felt that the service being provided at the Victoria theatre was good. The staffs managed to get everybody into their seats on time so as not to cause disruption during the show. However, my experience at the Merlion Park was not a very pleasant one. During the show, the sound system faced some technical difficulties and the music kept stopping. This destroyed the entire ambience of the performance.
Hong Kong
They have the “Festival Friends” and “Festival Plus” for the locals in hope of promoting the festival further. Festival friends are for those who frequent the festival and they will get benefits such as receiving newsletter and up-to-date information, besides these, they also have priority booking for upcoming performances and discounts at certain arts and record shops. As for Festival Plus, there are various workshops being offered for the locals to know more about the arts.
All these are taken from http://www.hk.artsfestival.org/en/about/.
Both cities provided the best product service to promote their city as a vibrant destination for the arts. There are both advantages and disadvantages when it comes to providing a service. In the case of Singapore, I had provided my own personal observation and comments, as for Hong Kong, I can only get information about the kind of service package they offered for the locals.
Place
Singapore
Firstly, I am going to talk about my experience at Esplanade. The setting was beside the bay and thus, the ambience was romantic and provided a sense of tranquility. With the elegance of the performer and the lighting effects brought about by the transparent tent (fig.1), vitality and beauty was being brought to the venue.
Singapore
Firstly, I am going to talk about my experience at Esplanade. The setting was beside the bay and thus, the ambience was romantic and provided a sense of tranquility. With the elegance of the performer and the lighting effects brought about by the transparent tent (fig.1), vitality and beauty was being brought to the venue.
Fig 1: The transparent tent
Secondly, my second trip was to Victoria Theatre. In my opinion, I felt that the interior was built exquisitely. Because the venue was an old theatre, the chairs were not of good quality but overall, the ambience was still there. Before the start of the performance, the audience had to wait outside the theatre and there was no area for them to sit except for a small café which was not in operation. Hence, some of us had to stand outside the theatre door while waiting to be sat.
Hong Kong
As I had not been there to experience the festival itself, I had to get comments from people on the internet. Here is what I had found:
As stated by Mr. John Batten, independent gallery owner and regular participant of the ongoing dialogue of Hong Kong’s arts and culture “the festival’s strength was that it was sponsored by some of the biggest names in the corporate world and backed by some of Hong Kong’s most influential leaders.” He feels that the festival lack of spirit. He says “I think the festival needs to loosen up a bit”. It was stated that the programmes were considered a bit stuffy compared to Singapore’s more contemporary festival.
Programming
Singapore
There are various performances for this year’s arts festival. They are divided according to their genres-dance, theatre, music and visual arts. All the above caters to different groups of people.
· H3 (dance) - Definitely caters to the younger generations from my experience there.
· Visible cities (theatre) - caters mostly to those who are into fashions.
· Joanna Macgregor (music) - caters to people who understand classical music.
There are also many workshops in conjunction to the performances to allow people tohave a feel of how the performances are being created and to learn some of the dancemoves. An e.g. will be workshop and jam by Grupo de Rua. These workshops can be found under the “Fest Connect” where people can get the information on the venue, time and enrolment fees. This is done to provide opportunities for locals to learn about theatrical studies and understand the meaning behind the arts.
Hong Kong
The similarity between Hong Kong and Singapore is that the shows are also being categorized according to their genres however; the difference is that they have a particular category meant for the families. An example is the English national ballet – Alice in the wonderland.
Singapore
There are various performances for this year’s arts festival. They are divided according to their genres-dance, theatre, music and visual arts. All the above caters to different groups of people.
· H3 (dance) - Definitely caters to the younger generations from my experience there.
· Visible cities (theatre) - caters mostly to those who are into fashions.
· Joanna Macgregor (music) - caters to people who understand classical music.
There are also many workshops in conjunction to the performances to allow people tohave a feel of how the performances are being created and to learn some of the dancemoves. An e.g. will be workshop and jam by Grupo de Rua. These workshops can be found under the “Fest Connect” where people can get the information on the venue, time and enrolment fees. This is done to provide opportunities for locals to learn about theatrical studies and understand the meaning behind the arts.
Hong Kong
The similarity between Hong Kong and Singapore is that the shows are also being categorized according to their genres however; the difference is that they have a particular category meant for the families. An example is the English national ballet – Alice in the wonderland.
People
Singapore
Both the performances I went to was incredible. It was my first arts festival trip and it did not disappoint me. The casts performed their best and I could see the effort they put in it. The performances I went to were dancing but they both had different dance styles, one was hard and fast, the other was slow and elegant.
Singapore
Both the performances I went to was incredible. It was my first arts festival trip and it did not disappoint me. The casts performed their best and I could see the effort they put in it. The performances I went to were dancing but they both had different dance styles, one was hard and fast, the other was slow and elegant.
As for the audience, I felt that we showed our support by giving them a huge round ofapplause at the end. However, when I was at the “H3”, I realised that some of the audience, especially the students who were there, they get distracted easily and their attention were not really in the show. Example: during performances, it is inevitable that people will move in and out of the venue. This was when audience’s attention was being taken away. The students would then start to turn around looking at the people going in and out or they will start talking to one another. As an audience, no matter how bad the show was, we should always give our full support till the end. But I did not see that during my time there. In addition, as they came in a group, they were actually quite noisy. Talking at the top of their voice and fidgeting around in their seats before the start of the performances. Worst of all, the casts were sitting on the stage. These actions will leave a very bad impression of Singaporeans in the minds of others.
For the people who performed the service, they did a great job by letting the audience feel the spirit of the festival. When I was at Merlion Park, like I said before, there were volunteers who were giving brochures which show the festival calendar of consecutive events of the arts festival. This will help to further promote the festival to the people.
Hong Kong
In this city, the committee of the Arts Festival had taken a huge effort in marketing the festival both locally and internationally. As stated by Ms Katy Cheng, marketing manager of Hong Kong Arts Festival society in a talk held by the ARC on 26 March 1998. “If creating a work of art in Hong Kong is difficult, then marketing it is even more daunting. After all, arts cannot thrive without people. Without an audience, performances and artistic creations will be robbed of their meaning and intrinsic worth. Hence, even masterpieces need adequate promotion.”
Hong Kong
In this city, the committee of the Arts Festival had taken a huge effort in marketing the festival both locally and internationally. As stated by Ms Katy Cheng, marketing manager of Hong Kong Arts Festival society in a talk held by the ARC on 26 March 1998. “If creating a work of art in Hong Kong is difficult, then marketing it is even more daunting. After all, arts cannot thrive without people. Without an audience, performances and artistic creations will be robbed of their meaning and intrinsic worth. Hence, even masterpieces need adequate promotion.”
From this quote of speech, I finally realised that without the help of marketing by the people, the festival would not be a successful one. The arts are non-living things while the people are the living creatures which help to make the arts alive.
In addition to the above, statistics had shown that attendance to the festival reached over 90% and by 6 February, 88% of the tickets had been sold.
In addition to the above, statistics had shown that attendance to the festival reached over 90% and by 6 February, 88% of the tickets had been sold.
As for the casts, they came from local and overseas. Both had played a part in creating a memorable experience in the audience’s minds.
Now, I will move into the facilitating components of the marketing mix.
Now, I will move into the facilitating components of the marketing mix.
Partnerships
Singapore
There are a few partnerships between the Arts Festival and the other organizations- from beverages to overseas company.
Firstly, local artistes had been invited to perform in the Edinburgh International festival. They are Ong Keng Sen and many more. This will give local talents the opportunity to venture further and do us proud. In addition, it will also promote Singapore as a destination for the arts and cultures.
This also benefited Edinburgh’s tourism receipts. As Arts festival club members win an all expenses paid trip to Edinburgh. Their expenses on food & beverages, transport and entertainment will definitely help to create revenue for the country.
From this, we can see that the partnership with Edinburgh brought about advantages for both cities.
Singapore
There are a few partnerships between the Arts Festival and the other organizations- from beverages to overseas company.
Firstly, local artistes had been invited to perform in the Edinburgh International festival. They are Ong Keng Sen and many more. This will give local talents the opportunity to venture further and do us proud. In addition, it will also promote Singapore as a destination for the arts and cultures.
This also benefited Edinburgh’s tourism receipts. As Arts festival club members win an all expenses paid trip to Edinburgh. Their expenses on food & beverages, transport and entertainment will definitely help to create revenue for the country.
From this, we can see that the partnership with Edinburgh brought about advantages for both cities.
Taken from: http://www.nac.gov.sg/new/new02a.asp?id=398
Secondly, the festival partners the beverage industry-coca cola whereby audience get a free can of coca cola light after the performance and the industry itself can also make their product known to the public.
Taken from: http://singaporeartsfest.com/news/?m=200905
Thirdly, according to the lecture notes, governmental agencies are important in order to keep the festival going. Therefore, the arts festival also partners with Singapore tourism Board. The organization helps to advertise the festival on their website so that when tourists want to know about the current events in Singapore, they will get the first hand information. There are also other partners including Toteboard, Shaw Foundation and Singapore Turf Club.
Fourthly, the festival will also be working with the Esplanade, PUB, Singapore Street Festival, Community Development Councils to further promote the arts to the community and at the same time prolong the period for people to experience the arts. After the Arts Festival, there will be events like Asian Showcase and Arts on the Move to Family Funfest, a 3-day festival for the family.
Lastly, the festival also partners Marina Mandarin who helps them in providing accommodation for the performers.
Taken from: http://www.singaporeartsfest.com/festivalbloggers/
Hong Kong
Firstly, Credit Suisse just signed a 3-year partnership with the Hong Kong Arts Festival and their aim is to nurture local talents. Together with their partnership, they will be the title sponsor of “Emerging Artists Series”.
Secondly, the festival partners with Chicago Commission on Human Relations Advisory Council on Asian Affairs, the Chicago Department of Cultural Affairs, Fulcrum Point New Music Project, the Gene Siskel Film Center and Northwestern University Medill School of Journalism to bring locals to Chicago for an opportunity to perform in their “Chicago’s Asian Pacific American Heritage”.
Taken from: http://www.hketony.gov.hk/ny/activities/09/HKcomestoChicagofestival09.htm
This partnership is similar to that of the Edinburgh-Singapore partnership. This shows that both cities are very aggressive in trying to provide opportunities for their local talents to present their performances internationally. This may be due to the similar aims in which both hope to achieve and that is to promote their country as a vibrant city for the arts.
Promotion (communications)
Singapore
Advertising
Banners have been put up at performance venues, posters at bus stops, billboards and floor of vivo city. Brochures being placed in library, museums, community centres and vivo city service counter. Advertisements are also being placed in Channel 5 and straits times.
Billboard Poster@ bus stop Vivo’s floor Library
In addition to the above, there are also murals being drawn at orchard road. Links are also being put up in various websites e.g. National Arts Council, Travel Blackboard, The Nation Blackboard and Arts Festival website.
-National Arts Council: http://www.nac.gov.sg/
-Travel Blackboard which features the arts festival together with vivo city: http://etravelblackboardasia.com/navbar/whatsOncalendar/whatsOn.asp?rm=b&ry=2009
The festival also has a page on facebook and twitter to help in promoting themselves to the younger generation.
Facebook: http://www.facebook.com/pages/Singapore-Arts-Festival/13493009561?sid=a850a006bf81aee67cba90f9592e70bc&ref=s
Twitter: http://twitter.com/sgartsfest
Twitter: http://twitter.com/sgartsfest
From the picture below, it shows another form of advertising strategy. Arts Festival logo is being put onto the cab installed with LED lights. Many locals and tourists have asked to take a picture of it when it was on the move.
Sales promotion
There are 20% discount for full-time student, NSFs and senior citizen (60 years and above). Besides these, early bird discounts are also being implemented- from 9 March to 12 April, buy tickets to 4 or more shows and enjoy up 25% discount. Passion and SAFRA card holders enjoy 10% discount at SISTIC counters.
Hong Kong
Advertising
Links being placed in websites such as the Hong Kong Arts Development Council. In this particular website, they had links to many arts promotion resources to help promote the arts in Hong Kong e.g.HK media directory. One of the arts links provided is none other than arts festival website.
The difference between what Hong Kong has but not Singapore is that Air Asia helped to promote the Hong Kong Arts Festival by including the festival in their event calendar list. In the list, it shows the time period of the festival and not forgetting the arts festival’s website itself.
There are 20% discount for full-time student, NSFs and senior citizen (60 years and above). Besides these, early bird discounts are also being implemented- from 9 March to 12 April, buy tickets to 4 or more shows and enjoy up 25% discount. Passion and SAFRA card holders enjoy 10% discount at SISTIC counters.
Hong Kong
Advertising
Links being placed in websites such as the Hong Kong Arts Development Council. In this particular website, they had links to many arts promotion resources to help promote the arts in Hong Kong e.g.HK media directory. One of the arts links provided is none other than arts festival website.
The difference between what Hong Kong has but not Singapore is that Air Asia helped to promote the Hong Kong Arts Festival by including the festival in their event calendar list. In the list, it shows the time period of the festival and not forgetting the arts festival’s website itself.
To add to their advertising efforts, the government decided to use physical appeal to allow the audience to have a better “feel” of what the arts are. Starting from the conservation of the Yau Ma Tei and Red Brick Building into Cantonese opera centres. This conservation effort used up HK$186million (US$24million).
Sales Promotion
Sales promotion includes discounts for full-time local students. They can purchase up to 2 tickets for each performance during the advance booking period. Each holder of a 'Registration Card for People with Disabilities' issued by the Government of the HKSAR may book one half-price concessionary ticket for each performance. Lastly, Hong Kong Arts Festival MasterCard will enjoy a 6 or 10 month interest-free installment period to pay for their arts festival ticket.
Sales promotion includes discounts for full-time local students. They can purchase up to 2 tickets for each performance during the advance booking period. Each holder of a 'Registration Card for People with Disabilities' issued by the Government of the HKSAR may book one half-price concessionary ticket for each performance. Lastly, Hong Kong Arts Festival MasterCard will enjoy a 6 or 10 month interest-free installment period to pay for their arts festival ticket.
All information taken from: http://www.hk.artsfestival.org/en/book/
Packaging and Distribution
Singapore
Packaging
There are various benefits given if you possess an Arts Festival ticket. They are:
· Borrow 4 library items and win an arts festival ticket
· Show your arts festival tickets and redeem an arts festival ez-link card (fig. 2)
Singapore
Packaging
There are various benefits given if you possess an Arts Festival ticket. They are:
· Borrow 4 library items and win an arts festival ticket
· Show your arts festival tickets and redeem an arts festival ez-link card (fig. 2)
Fig2. Ez-link cardShow your arts festival ticket or be a club member you get various discounts at the following mentioned:
· Harry’s bar
· Marrakesh- Moroccan Lounge & Bar
· The Rupee room
· Mirchi- Taste of India
· The Heeren shops
· Dome
· Rendezvous Hotel Singapore
· Hot stones Clarke quay
· Al Dente Trattoria Esplanade
· Barossa Esplanade
Distribution
There are various ways for one to book his/her ticket. Below will state the means of booking the tickets.
· Via Internet- www.sistic.com.sg
· Via telephone- Sistic hotline
· At Sistic authorized agents (counter)
· Overseas Sistic agents- Johor Bahru (Sin Chung Tours Sdn Bhd), Kuala Lumpur (holiday tours & travel Sdn Bhd), Penang (holiday tours & travel Sdn Bhd), Indonesia - Smailing tour building and Senayan city
· At the door, provided tickets are not sold out
Hong Kong
Packaging
The various packages are only for festival friends (those who frequent the event):
· 20% discount on 1 year subscription of Hi-fi review magazine
· 10% discount off Swindon Book Co.Ltd
· 5-10% discount off Collin Music Co.Ltd
And many more
From this, the difference is that, for Singapore, discounts are given not only to the Arts Festival members but also to people who bought the tickets, however, in the case of Hong Kong, only members will get the benefits.
Distribution
Similarly to Singapore, there are various ways for us to book the tickets.
· Book your tickets via internet, postal and fax during advance booking period (16 October to 28 November 2008)
· Counter booking at the following outlets (6dec2008-8march2009)
-URBTIX / HKT Internet Ticketing Service
The difference here is that Singapore has overseas booth in neighbouring countries while Hong Kong only provides overseas bookings through fax. This shows that Singapore has a very close relationship with its neighbouring countries. Another difference is Hong Kong has booking through postal and fax but Singapore does not have, so Hong Kong has a more broad range of distribution channel compared to Singapore.
Price
Singapore
My costs included the ticket which I bought for “H3” which is $13.80. Ticket prices vary due to the different seating position. Students, NSFs and senior citizens will get discounts.
As for the costs incurred by the arts festival committee will be the printing of banners, posters and brochures. In addition, the lighting sounds and venue bookings are also included.
Hong Kong
Ticket prices in the website for the different performances are presented in a way that adults and students have different prices shown in different category and there is also a seating plan available.
There is a page on the website to help in attracting sponsors and also a donation column for people to donate money for nurturing future talents. This is a difference in which Singapore do not have this part shown to the public.
Price
Singapore
My costs included the ticket which I bought for “H3” which is $13.80. Ticket prices vary due to the different seating position. Students, NSFs and senior citizens will get discounts.
As for the costs incurred by the arts festival committee will be the printing of banners, posters and brochures. In addition, the lighting sounds and venue bookings are also included.
Hong Kong
Ticket prices in the website for the different performances are presented in a way that adults and students have different prices shown in different category and there is also a seating plan available.
There is a page on the website to help in attracting sponsors and also a donation column for people to donate money for nurturing future talents. This is a difference in which Singapore do not have this part shown to the public.
c) Inform your reader about these best practices.
After my analysis of the marketing strategy of Singapore and Hong Kong, I realised that both had their potential in different areas of the marketing mix.
Firstly, in my opinion, Singapore had done well in the “Place” component. In comparison with my personal experience and the comment I got from the internet for Hong Kong, Singapore has a better festival spirit in terms of the “happening” rate. To further add to the spirit, the Arts Festival and governmental agencies had made a huge effort in decorating and choosing the right venues for the various performances.
An appropriate setting is important in order to enhance the performance. With this, it will definitely help to boost the audience’s participation and allow them to feel the essence of the arts.
An appropriate setting is important in order to enhance the performance. With this, it will definitely help to boost the audience’s participation and allow them to feel the essence of the arts.
Secondly, Hong Kong also did a good job in the “Programming” component compared to what Singapore has done. The main part of the difference is that Hong Kong provided another portal for the families to enjoy the arts together. In this particular section, there are shows meant for the whole family which caters to each individual in their own way. For example: Alice in the Wonderland is a ballet performance. The characters used in the dance will appeal to the children as this dance evolved from the famous storybook. For the adults, they can enjoy the elegance of ballet and at the same time it will bring back childhood memories.
From this, I learnt that family is a good target market because if you attracted the children then it will automatically bring the parents in too because all parents will want to see their children’s smiles.
Lastly, I will go into the part where both cities did well in, and that is the “Partnerships”.
Both cities form partnerships with overseas in order to promote their local talents internationally. This is a dual opportunity for both the host country and the participating country. For the host country, they get an increase in revenue and tourism’s receipts while the participating country gets a chance to promote their country’s arts. This showed me that partnership is important if one hopes to achieve something in the fastest way. With the help of each other, both will bring benefits to themselves.
Both cities form partnerships with overseas in order to promote their local talents internationally. This is a dual opportunity for both the host country and the participating country. For the host country, they get an increase in revenue and tourism’s receipts while the participating country gets a chance to promote their country’s arts. This showed me that partnership is important if one hopes to achieve something in the fastest way. With the help of each other, both will bring benefits to themselves.
d) Identify the stakeholders in these festivals.
Host Organisation: National Arts Council
Their aim is to promote the Asian arts internationally and also take part in joint marketing efforts to help in funding and connecting with other countries. Hence, due to the these objectives, they organised the Arts Festival.
Host Community: Singapore
Singapore provides a venue for the performers to further promote their talents.
Sponsor: Lee Foundation, Urban Redevelopment Authority (sponsor for the show at Merlion Park), Vivo City, WingTai Asia, SMRT, Suntec City, Raffles City and PUB
Some of them look for acknowledgement of their brand name by using this festival whereas some help in providing finances for the festival. Example: the former will be vivo city; it held an event called the “Singapore Street Festival” which gets support from the arts festival. By having it at vivo city, the latest buzz among teenagers, it not only attracts more people but also helps in promoting vivo city. As for the latter, it will be the Urban Redevelopment Authority, who sponsors The Diamond at Merlion Park. Since it is a free admission performance, they have to get financial sponsors, and in order to get that, they have to provide some incentives for the sponsor. Before the performance, the announcer did say the name of the organization that sponsors the performance. In this way, the organization gains recognition by funding the programme.
Media: Channel 5, Okto and Straits Times
The media provides advertising and in turn, help in marketing the festival to adults(channel 5 and straits times) and children(okto).
Co-workers: Volunteers giving out brochures at Merlion Park, people in-charge of sounds and lighting systems, employees providing service at Victoria theatre and employees selling tickets at SISTIC counters.
They play a main part in making the festival a success by providing services to create an unforgettable experience for the guests.
Participants and Spectators: Audience who bought tickets, passer-bys at free-admission shows and invited guests.
Audience are the most important part of the entire festival, they are the ones who gave support and appreciation for the performers. On the other hand, they also gain more knowledge on the arts.
e) Reflect on the main purpose of this event or festival.
The main purpose of the Arts Festival is to promote Singapore as a vibrant city for the arts.
Singapore is a small country and there is a limit to what we can actually develop in our small island. Due to the limited land and the increasing population, we have to use the remaining space wisely.
Singapore is a small country and there is a limit to what we can actually develop in our small island. Due to the limited land and the increasing population, we have to use the remaining space wisely.
Many countries feel that tourism is a revenue-generating industry and this includes Singapore. Hence, more and more countries are coming up with ways to attract tourists. In order to compete with the bigger countries, Singapore has to think of strategies to not only attract tourists but repeat tourists. Thus, by targeting niche tourism, they will better cater to each individual. For example, Singapore has succeeded in promoting itself as a destination for advanced medical facilities-medical tourism. People from all over the world have come to Singapore to seek medical help.
Since, it has done well in one aspect, Singapore should continue developing itself to attract another type of tourists so as to remain competitive in the near future.
From this, it sparked the idea of attracting tourists who are interested in the arts and culture. As we all know, Singapore is a multi-racial society. Our country consists of the various cultures from all over Asia and even Europe (Eurasian). It is not a very easy task to keep the harmony of a multi-cultural society.
From this, it sparked the idea of attracting tourists who are interested in the arts and culture. As we all know, Singapore is a multi-racial society. Our country consists of the various cultures from all over Asia and even Europe (Eurasian). It is not a very easy task to keep the harmony of a multi-cultural society.
Due to the different races in Singapore, we have various cultures’ cuisines, costumes and languages. Therefore, Singapore is the best place to to allow one to experience 4 types of cultural arts at one time.
With this as our advantage, it will be an easy task to attract tourists who wish to experience a different kind of art.
f) Comment on the amount of tourism benefits received by the host city of the chosen event.
Firstly, the Arts Festival definitely helps to increase tourism arrivals, which in turn increases Singapore’s revenue. Tourists’ expenses on transportation, food & beverage, accommodation, amenities and entertainment will be circulated back to local’s economy. In this way, the leakages caused by other industries will be brought back to Singapore.
Secondly, with more tourists coming into our country, cultural exchange between locals and tourists can be improved. Adding to that, with the influence of the Arts Festival, people will tend to get pulled into the festival spirit. With that, they will also be more open-minded towards the exchange of cultural values. This will help Singapore to prosper not only for money but also for relationships purposes.
Thirdly, the festival can attract new tourists and also former tourists; they can now see the change in Singapore over the past few years. With the addition of the Singapore Flyer, Marine Barrage, the Esplanade and the still-under-construction resorts, tourists coming here will be amazed by the sudden increase in attractions and the improved quality of the hospitality industry; they will thus bring word-of-mouth back to their country which will in turn attract more tourists.
Lastly, all performances need a good venue to compliment their show. Therefore, the government has to build infrastructure to give the performers the space they need. In addition, to further promote the festival and allow locals and tourists to better understand our local arts, conservation and preservation of old heritage is a must. Due to these, tourists will get to experience more of the local culture and now Singapore will also attract historians and not forgetting allowing the younger generation of Singaporeans to better understand their country’s history in a more interactive way instead of just getting information from their textbooks.
