Event in Singapore: Singapore Arts Festival, 15 May - 14 June 09
http://www.singaporeartsfest.com/
Event Overseas: Hong Kong Arts Festival, 6 Feb – 8 March 09
http://www.singaporeartsfest.com/
Event Overseas: Hong Kong Arts Festival, 6 Feb – 8 March 09
http://www.hk.artsfestival.org/en/
1. Events
The event that I had chosen to go is Singapore Arts Festival (SAF). It is a hallmark festival that displays all the local arts activities with shows ranging from dance, music, theatre and visual arts. The event also holds activities and programs outdoor such as Marina Barrage where they hold the opening of the festival.
1. Events
The event that I had chosen to go is Singapore Arts Festival (SAF). It is a hallmark festival that displays all the local arts activities with shows ranging from dance, music, theatre and visual arts. The event also holds activities and programs outdoor such as Marina Barrage where they hold the opening of the festival.
The oversea event I am comparing with is the Hong Kong Arts Festival (HKAF) which is somewhat like SAF, includes a variety of shows like dance, theatre, opera, family and music. However, this event is organized by a non-profit, charitable organization.
2. Marketing Strategies and Marketing Mix
2.1. Product (Experiential Component)
Singapore Arts Festival’s product is the shows and activities available during 15 May to 14 June 2009. The experience gained is also considered as one of the products people look into when attending the festival. The opening of SAF, held at Marina Barrage, lasted for one hour. It is a free admission performance by French circus artists from the inspiration of a myth of the sun god, Hélios. They also made use of mythical insects such as the praying mantis, and dances in the night with a symphony of lights, sound and music. Other performance categories include Family and Asian.
* A NEAR picture of the praying mantis
As for Hong Kong Arts Festival, they also have an array of such performances. Although they do not have an official opening for the festival, their shows are very near to SAF’s own available performances.
2.2. People (Experiential Component)
This is the interactions between customers, the settings and the staff. Singapore Arts Festival’s shows are mostly in theatres such as The Esplanade and Vitoria Concert Hall. At the opening of the festival, the open space at Marina Barrage can hold many people. There is also ample staff there to guide people around the place and towards safety. People attending the festival are mostly young adults to middle age where they are more open to the concept of the art.
As for Hong Kong Arts Festival, the people attending are more from the middle age and above because of the programs and shows available such as Chinese Opera and Orchestra.
2.3. Programming (Experiential Component)
This is a marketing decision within the event, especially by way of creating targeted benefits. The element of style of Singapore Arts Festival is that they put on a unique performance by the French performers to perform circus for the opening of the festival. Their other programs are also planned out throughout the period of the festival. They have the “Family Funfest” planned during the school holidays where most people are free. The events are also spread evenly throughout the days for everyone.
Hong Kong Arts Festival, on the other hand, has the genres of their programs more chunky instead of evenly spread out. The festival also does not have an opening and closing to mark the start and end of it.
2.4. Place (Experiential Component)
Singapore Arts Festival is held at many different places according to their different events for example “Anna Karenina” held at the Esplanade Theatre. The opening of the festival is at Marina Barrage, which has an open space that can hold many people at a time. Since the opening is held at night, the atmosphere is exciting mixed with the music and sounds of the performance at ground floor. The fireworks at the end are the climax and to mark the end of the performance.
* Marina Barrage :)
* The TOP platform or Marina Barrage :DD
Just like SAF, Hong Kong Arts Festival is held in Hong Kong and also has different venues for different events and shows available at the festival.
2.5. Packaging,Distribution (Facilitating Component)
Good relationships between packaging partners and intermediaries must be cultivated to make the festival a success. The different shows offered at Singapore Arts Festival have to collaborate with the different venues to carry out their shows. It is also known as packaging of destination with attractions and services. The distribution network of tickets is through Sistic by phone or internet or at the door for all paid events. There are package discount given at different dates for different age if they buy more than four tickets. Group and school bookings are also given discounts when they purchase 15 tickets and above.
As for Hong Kong Arts Festival, they also have different venues for the different events depending. This also shows collaboration between destination and events. They have promotions available too. Credit, MasterCard or cash can also make payments.
2.6. Price (Facilitating Component)
Singapore Arts Festival have free events such as the opening at Marina Barrage, they also offered paid performances that are held in the Esplanade Theatres or Victoria Concert Hall. There is a 10% discount for ArtsFest Club Members from 13 April onwards throughout the festival. There is also a 15% package discount given at different dates for different age if they buy more than four tickets. Group and school bookings are also given 15% discounts if they purchase 15 tickets and above. Price of each individual events range depending on the performers and the venue itself, but a price difference for adults, students and elderly is distinguished.
As for Hong Kong Arts Festival, they only offer discounts to MasterCard holders. However, there is also a difference in pricing for students and adults like SAF.
2.7. Promotion,Communications (Facilitating Component)
The advertising for Singapore Arts Festival has been quite clear and consistent. They have banners at locations such as VivoCity where some free events are being held at the open space and where the crowds, both locals and tourists, can be found. Billboards are also found at the bus stops around the civic district areas. The website of SAF provides ample information on the dates, venues and pricing of all the performances.
Hong Kong Arts Festival also has their own website showing all the events, their dates, pricing and venues. Although theirs is a little difficult to navigate around, it is clear enough to understand.
2.8. Partnerships (Facilitating Component)
Singapore Arts Festival’s organized by NAC, feature seven new commissions, which consists of two world premiers and one Asian premiere co-commissioned with international partners, and five other Asian premieres. They are also in partnership with leading arts organization such as the Singapore Drama Educators Association, Drama Box, Singapore Lyric Opera, MOVING ARTS and The Triqnaqi, together with eight Festival productions, namely The Cherry Orchard, Long Life, Electra, Sutra, Seven Boards of Tricks, H3, Terima Kost and The Magic Flute – Impempe Yomlingo.
In comparison with Hong Kong Arts Festival, their partnerships are the British Council, China-UK Connections through culture and the Fringe Club. They helped present a full-day symposium about HKAF.
3. Best Practices of both Events
The best practice for Singapore Arts Festival is Product. This is because SAF offered a large variety of shows and performances from all over the world that can interest people. Singapore is known for the hectic lifestyle therefore to find time to watch an event is difficult. However, if the performances are interesting and could arouse the people, they might make an effort to watch the show.
The best practice for Hong Kong Arts Festival is People. This is because Hong Kong has been well known for their practice of appreciating arts, especially when most of their shows are related to Chinese roots.
4. Stakeholders
The stakeholders of Singapore Arts Festival consist of the host organization, audience, staff, media and sponsors. The host organization is National Arts Council (NAC). The audiences are the ones interested in the events and grace the events with their presence. The staffs consist of volunteers and members of the council who are there to help and make sure that the event goes on smoothly. The media helped in advertising the festival and as for the sponsors, they are the TV stations such as Channel 5 and Okto, the beverage - Coca Cola Light, Singapore Tourism board, SMRT, Singapore Turf Club, PSB University and other shopping centres and organizations.
5. Main Purpose of the Events
The objective of Singapore Arts Festival is to encourage regional and international artistic exchanges and collaborations. It also helps in the development of the artistic and cultural life of Singapore, bringing more influence to artists to display their works.
As for Hong Kong Arts Festival, their objective is to present an annual international festival of the highest standard to improve on the arts culture in Hong Kong. Like SAF, they also want to encourage wider public interest in this exchange.
6. Tourism Benefits Gained from the Events
Singapore Arts Festival and Hong Kong Arts Festival can help increase tourists rates as the performances offered at both events consist of a many worldwide performers where many foreigners would be familiar with and would want to watch them. As more tourists are at the host countries, they will also spend their days in the countries and it will then increase sales around the tourism area and around.
7. Ratings for Singapore Arts Festival
The opening of this festival has attracted many people to view the French circus performance. Since I have not been to the other events, I can only rate the opening of the festival at Marina Barrage. Looking at the crowds that were present on the day and my own experience, I will rate this event 4 stars out of 5. This is because the staffs are helpful and the event is quite successful. The only regret is that during the opening, the performance by the French should be more varied instead of just the praying mantis and some acrobatic moves because one gets a little bored after watching the same thing again. Overall, it is a good experience. :DD
