Monday, June 22, 2009

Singapore Arts Festival

1. Introduction
Singapore Arts Festival is my choice of visit for this report. It’s the largest annual event on Singapore's arts calendar. The Singapore Arts Festival first began in 1977. It is to celebrate the local arts activities of Singapore's diverse communities. Singapore Arts festival has played a symbiotic and actuate role in helping to develop the local’s artistic and cultural life. This has influenced the local’s perception of arts and thus created a growing public demand for the arts, generating new cultural platforms, events, and movements that help establish the lively cultural scene in present Singapore. Performances have also been extended outdoor or to open space in order to enable Singaporeans to have a closer touch of the arts.








2. Singapore Arts Festival VS Central Pennsylvania Festival of the Arts
The Central Pennsylvania Festival of the Arts located at State College and the University Park campus of Penn State to celebrate the arts with its nationally recognized Sidewalk Sale and Exhibition, gallery exhibition, sand sculpture and music, dance and theatrical performances in a variety of traditional and non-traditional venues.


2.1. Experimental Components

2.1.1. Product
A product is anything that can be offered to the market for attention, acquisition, use, or consumption that might satisfy a want or need. It is important to note what the potential customers need, want, and will pay for.

As both events are similar, the product would be the same. The core product for both events is the experience that you get after visiting. As for Singapore Arts Festival, there is a availability of dance, music, theatre and visual arts. On the other hand, although Central Pennsylvania offers the same thing as what Singapore offers, they also included sand sculpture and Italian street painting. This shows that they have a wider range of product for the visitor to choose for visiting.

As for the service provided in arts fest, the volunteer and helpers there are kind and patient. They are willing to help when questions are asked. Also, volunteers would standby at the entrance of marina barrage to welcome and provide you with brochures. However, as I have not attended Central Pennsylvania Festival of Arts, I believe that they would also provide good service.


2.1.2. Place
It is the physical place and how it is created through designing and programming. The stating of the venue for the performance is important as it is where the visitors will go to watch the performance.

Firstly, I would like to compare the presence of festival sitemaps. For Singapore Arts Festival, only maps of the main venues are present for download. On top of that, the map is only available under FAQs. It took me a hard time looking for the sitemap in the Singapore Arts Festival website and I did not even expect the map to be there. Furthermore, it only have map for the main venues and not all are presented. However, venue of each performance is available at the same web page where you view the details of the event.

As for Central Pennsylvania, they included festival map, sidewalk and exhibition map. As compared to what Singapore provides, I think that Central Pennsylvania has done a better job in providing the map. Location of each event is also posted beside the description of each event. In my opinion, I would choose Singapore for listing down the location of each event beside the webpage. This is because Central Pennsylvania uses location key such as “Mem” for Memorial Park. In addition, the words for the details of performance, time and type of performance is nucleated together. This makes it difficult to read. Therefore Singapore will win for the clear stating of performance venue.


2.1.3. Programming
Programming within the event is a marketing decision, especially by way of creating targeted benefits. Presence of program schedule is important for events. This is because the program schedule shows the list of events that spectators could go to.

Central Pennsylvania has done a good well in categorizing the events by date and type of performance. As for Singapore, they only classify it according to the types of performance (E.g. music, dance and theatre). On top of that, Central Pennsylvania note a sign at the side of event that is a “hot pick” whereas Singapore don’t.



Central Pennsylvania




Singapore Arts Festival





For Singapore, although they have this program to enables you to shortlist your core performances, it is only available for ArtsFest club members. This shows that they only give priority to card holders. Website links for each event is also stated at the bottom for Central Pennsylvania. Also there is reminder to web browser that the 8th of July is children day although its event starts from 9th to 12th July. This shows that they care for the audience. I think Central Pennsylvania has really done a good job for the programming category.


2.1.4. People
The interactions between customers, the settings, and the staff/volunteers constitute a large part of the event experience. They are also an important factor as they are the ones that provide service to the customers.

For the similarities, both events listed out the contact list to contact them if there are any enquiries. In addition, both events also use the same media for booking or buying of tickets: internet, telephone, at the door and locals store or agents.

For Singapore, sistic is use for the buying of tickets. Sistic is widely located in Singapore and overseas. Therefore this enables visitors from other countries to book tickets easily. Whereas for Central Pennsylvania the places where they sell tickets (also know as buttons) is only available at selected retail and sales booth at the performance site. This is would be difficult for people to book buy the buttons as the sales booth are not located all round the country. On the other hand, Central Pennsylvania have different contact person for each event. This would be better for tourist because there would be professional of each event.


2.2. Facilitating Components

2.2.1. Partnership
Partners are important to events. Some act as sponsors and some help to promote the event. The most common partners will be government agencies.

For both festivals, sponsors are their similar partners. Sponsors played an important role in providing products and also money for the event to carry on smoothly. Lists of sponsors are clearly presented at the website.

As for Central Pennsylvania, they have an additional partner. They are the accommodation for visitors. This stands out from the Singapore Arts festival as they provide more services.


2.2.2. Promotion
This refers to the full range of “communication mix” including: advertising, public relations and sales promotions. Promotions enable visitors to know that this particular event is happening.
Facebook, internet websites and media are common promotional tool used by both festivals. They also included blog, twitter and preview video for each performance. I think that these are good promotional tools as they could show how the performance would be like. As compared to Central Pennsylvania, they use governmental agencies as their promotion intermediary. This includes Chamber of Business and industry of Centre County. Singapore Arts Festival would win in this sector for promotions as they used more promotional tools like blog to attract the younger generation.








Also, Singapore Arts Festival created an ArtsFest club member to encourage more people to join as membership. Discounts and offers were given to cardholders. A promotions and ticketing tab can also be found on the website. Inside, it shows all the different discount prices available for the public to enjoy. For example, group booking and school bookings are subjected to discounts. Comparing it with Central Pennsylvania, it does not have as much exciting promotional approach as Singapore’s. However, they included races to help attract sportsman or runners to the event. As a whole, Singapore would win over Central for promotion.


2.2.3. Packaging and distribution
Destination can package events with other attractions and services, or events can offer their own. Distribution could be promotional intermediaries.

What both festivals have in common would be internet, media, telephone and email. However, one of the special one is from Central Pennsylvania. They included hotel packages for visitor so as to make their trip there easier by providing them with accommodation package.





2.2.4. Price
Every event comes with a price tag including those that are free. This includes time, travel cost and lost opportunity.

Singapore Arts Festival included price for performance at the side of each event whereas Central Pennsylvania did not mention the price of tickets clearly. This should not be the case as visitors would want to know the price of tickets for the performance. Sponsor is also a common for both festivals. Ticketing prices is common for all events. But, Central Pennsylvania used buttons instead of tickets for admission to “hot pick” events.

Singapore did not have much for the sector for price, but Central Pennsylvania does. They included merchandising (T-shirt and poster) and silent auction. They would have a greater advantage as tourists that come over for the show would want to buy some souvenirs as memory. Therefore, in my opinion, Central Pennsylvania would have done better than Singapore.



3. Best Practices
The best practice of Singapore Arts Festival is that it reaches out to the public. They have this sector called Fest connect to build stronger links with school, arts community and the public to enhance greater understanding of festival programme, festival artists and festival-making. This includes school programmes, festival charts, festival forums and festival workshops.

For example, they have school programmes that are in partner with various arts and drama associations and come up with eleven arts education programmes with eight Festival productions. These interactive workshops and talks enables student to have a greater and deeper understanding of arts. Another example would be the festival forums. One of the forums created was for the round-up of the festival shows. It is A panel discussion with Singapore critics and arts practitioners, on the shows in the Singapore Arts Festival 2009 - what they liked and why, what they didn't like and why, and which shows they found memorable. Although it seems that it is only for the professionals, the public could also sign up and take part in the discussion. Furthermore, it is a free admission. In my opinion, both example shows that Singapore Arts Festival made an effort in involving and interacting with the public.

Another best practice is that it has ArtsFest club membership. Privileges were given prior to members. In addition, the membership is free of charge. For example the card allows you to book your favourite ArtsFest shows at heavily-discounted prices and reserve the best seats during the priority booking period. I think that this is a good marketing strategy in encouraging people to join as member. For example, one of the performances, Music from Final Fantasy receives overwhelming response. If you are an ArtsFest Member, you would receive information about it early than the public. Therefore, higher chance of getting the tickets.



4. Stakeholders
People and organizations with legitimate interest in the outcomes of an event are known as stakeholders. The stakeholders in events are host organization, host community, sponsors, media, participants and spectators and lastly co-workers.


4.1. Host organization
Singapore Arts Festival is organized by National Arts Council. They played an important part in organising this event. They transformed Singapore into a place with arts and culture. It has turned the city into an arts performing ground for the participants. This shows that they have a stake for this event.

National Arts Council could affect the production of Singapore Arts Festival. For example, National Arts Council was to cancel this event and change it to a small event that only exhibits works of local artists. Till now, we would not have this chance to experience what an Arts Festival would be like. Hence, show that they have played a significant role.


4.2. Host community
The host community usually refers to the local communities. They are the stakeholders of the event because they could determine the operating environment of the event. Event organizers have to consider the needs of the community before they could proceed on in setting up the event. Host community can also affect the event and be affected by the event.

For example, event organizers may want to have their event happening on the streets. However, locals opposed as it would cause road closures and would be inconvenient for them. The event may be forced to change location for their performance ground. Hence, host community has a stake to the event. Another example would be organising a bikini party in a conservative country. Locals would turn the tables as it is going against their tradition. Also, even if the event is organized, it would not be a successful one. Reason being that the event could not involve and collaborate with the locals. Subsequently, it may affect the experience of the event too. Therefore, host community is another substantial stakeholder.

Local communities are also affected by the event. For example, Singapore Formula 1 caused road closures and traffic congestions. This has an impact on the locals as they may need to divert their route to their destination so as to avoid the road closure. Thus, we should involve the community so as to create a successful event.


4.3. Sponsors
Sponsorship is cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property. They are a public relations tool generating community goodwill, to regard it as a primary promotional tool. They have a stake as they could decide whether the event could be organised according to the organizer’s plan.

For example, sponsors only wish to contribute $50,000. However, you need $100,000 from the sponsors so that the event could be organised the way it was planned. As a result, the event may have to change to a smaller scale event because of the limited funds available.

also have impacts on sponsors and usually it’s positive. Event managers must offer benefits to sponsors, and effective programs to deliver them. Being a sponsor of the large and attractive event, it could help sponsors create brand awareness and to drive sales. Sponsors with rich marketing experience could also help market the event that is going to be organised.


4.4. Media
Media is an intermediary that helps to promote the event. They have a stake in events as they will be the ones promoting and informing the audience that this particular event is happening. Otherwise, the audience would not have notice it and the event would be failure without its spectators.

An example would be channel 5 and okto. Being the official and supporting TV stations for Singapore Arts Festival, they play their part as promoting and advertising the event itself. Thus, without these media intermediaries, the event would not be as well known. On top of that, it helps the event by reaching out to the mass public.


4.5. Co-workers
Co-workers are another key stakeholder for events. They are the people that carry out what the event director want. Co-workers have a stake as they could choose not to do a good job in the production and may cause delays to the event. They have the most important impact in creating the event.

For example, the event director wants a perfect job from the workers and reprimands them for not giving what was expected. The workers may be unhappy about the director and purposely do a bad job for him. This may cause delays for the performance and safety is concern.


4.6. Participants and spectators
Participants and spectators played an important role as they are the ones that will vote for the success or failure of the event. Event manager must be mindful for their needs for comfort, safety and security. Thus, they have a stake in the event.

Participants and spectators are stakeholders because if they were not to be around, the efforts made organizing the event will be gone down the drain. For example, a big event like Singapore Arts festival attracts people locally and also from overseas. If there were not to be performers, the event would a failure as they are the ones that carry out the event.


Overall, all stakeholders are important as they play a part in making the event a successful one. If one of the roles were not present, it would have been a failure.



5. Main Purpose of Event
Singapore Arts Festival is an annual art event that involves the government, corporate and community sector. Although this event engages three sectors, the main purpose of the event is more advantaging to the community. This is through celebrating the local arts activities of Singapore's diverse communities. Furthermore, it is to expose Singaporeans to broader perspectives of arts, dance and music. On top of that, it helps to facilitate local communities that are interested in arts and culture.

Other than being a national festival, Arts Festival Singapore also caters to tourist. Being an event that is sponsored by the Singapore Tourism Board, it advocates and boosts Singapore’s tourism. Tourist may travel from another country to Singapore just to catch a glimpse of the performances and to indulge themselves into the environment of celebrating this festival. Thus, this increase the tourism receipts received in Singapore.

Media and some companies benefitted from this event too. For example, Channel 5 being the official TV station of Arts Festival gain advantage by having more exposure of this TV station to the public. For companies like Coca Cola Light is being promoted by giving out free drinks in the event. Hence, benefits both the corporate company and also the event itself.

Although this event is an advantage to many sectors, the purpose of this event is still to benefit the local community. Therefore, on top of catering to only the locals, it widens its area by involving more sectors.



6. Tourism Benefits received
Tourism receipts are one of the key benefits. As Singapore Arts Festival attracts locals to the performance, it also attracts visitors from other countries. For example, tourist could travel to Singapore solely to watch the arts performance. This creates tourism receipts as they would need accommodation, transportation and food & beverage. Revenues could be generated from these. Also, tourist that may come to this event may also extend their stay so as to tour around Singapore. Thus, more tourism receipts are generated.

Another benefit would be to use this event as a promotional tool to showcase Singapore. Tourist may be aware that a certain event is happening but they may not know where it is happening in. For example, Music from Final Fantasy is well known in many countries. Tourist could travel all the way from their belonging country to Singapore just to catch this performance. As a result, visitors that visit Singapore for the show would have known Singapore.

Social cohesion can also be one of the benefits. Arts Festival being a big event, it brings people together. An example would be the production team and organizing team. People are brought together to work together. Thus, this promotes social cohesion. Also Arts Festival brings in visitors from other countries. Arts lovers from both local and overseas are brought together to watch the show together. This also promotes social cohesion.

Lastly I think that Singapore Arts Festival helps promote different cultures in Singapore. As Singapore Arts Festival is to celebrate the arts of different culture diversity, it therefore helps to promote Singapore as a unique country. Although it seems that the cultural performances are for the tourist, but it also benefits locals. Some of the locals may not have a clear understanding of the different culture in Singapore. Through this event, both locals and tourist could gain a deeper knowledge of the different cultures.




































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