London Sinfonietta (UK)
Introduction
I was assigned to do a report on event management based on the particular event I have attended. The main purpose of this assignment is to enable we students to provide a first hand account of the selected event, identify the type of event under observation and its characteristics, critic on the marketing strategies of the organizers for the chosen event and to recommend alternatives strategies for effective marketing, reflect and critic on the programmed and management of the event and consider the values of the event to Singapore's tourism economy.
Background
For the past 30 years the Singapore Arts Festival has held a variety of successful events. This year the Singapore Arts Festival has collaborated with Esplanade in producing a few events. The festival usually start from mid May to mid June. The duration for the festival is exactly 1 month. There are so many types of events which will simply render you speechless as some of the events are particularly to good to be missed.
There are certain events that are free to watch while some you have to pay based on the type of the event you are watching. Since there are only few free events to watch I managed to spend my time watching one of the events called the London Sinfonietta.
Role of events to the organizer or attraction/venue
The role of the organizer for having the event at the esplanade concert hall is to promote esplanade concert hall as a place of attraction due to its infrastructure. Since esplanade is a newly developed infrastructure 6 years ago it is a good opportunity to showcase what esplanade is all about to tourist who have not been to esplanade.
Another reason they held this event at the esplanade is to build up the image of esplanade not only as a place that held event such as this but to show that there are also different types of event found there.
Stakeholders
The stakeholders of the event would be Singapore Arts Festival, Nokia and also Visa. Since both Esplanade and The Singapore Arts Festival specialized in the same thing I think it would be a good opportunity for them to showcase their own arts as there are many forms of arts.
As Nokia specialized in technology, and since most of the product is people friendly it is a good opportunity for Nokia to take up the challenge to be one of its stakeholder. By doing this, they can gain more experience while working with Esplanade and also Singapore Arts Festival. Who knows that in the near future they may want to work with Nokia.
As to be expected, some of the people who come to watch this type of events would be the people from abroad. In order to watch the event they need to buy tickets and the fastest mode of transport is Visa. Due to the modern world, people are trying new thing, in this case tickets are paid through Visa.
Target market
There are two types of target market for this event and they are the middle-income and the low-income. The middle-income are basically, aged from 35 - 55. This is because most of them can afford the most expensive ticket price which cost $70. Whereas, the low-income aged from 20 to 25 can only afford ticket prices between $28, $35.
Marketing Strategies
Basically the marketing strategies would be the 8Ps which is the product, place, programming, people, promotion, partnerships, packaging and distribution and price.
For the product of this event, it is important for the cast to know how they are going to present their product in order to success. In order to do this they need to know what the potential customer need, want and how much the customer are willing to pay.
The program lasted for about two hours. In between there is a 15 minutes intermission. I find that only some of the music being played are good. But most important I cannot make up my mind what they are doing.
I was assigned to do a report on event management based on the particular event I have attended. The main purpose of this assignment is to enable we students to provide a first hand account of the selected event, identify the type of event under observation and its characteristics, critic on the marketing strategies of the organizers for the chosen event and to recommend alternatives strategies for effective marketing, reflect and critic on the programmed and management of the event and consider the values of the event to Singapore's tourism economy.
Background
For the past 30 years the Singapore Arts Festival has held a variety of successful events. This year the Singapore Arts Festival has collaborated with Esplanade in producing a few events. The festival usually start from mid May to mid June. The duration for the festival is exactly 1 month. There are so many types of events which will simply render you speechless as some of the events are particularly to good to be missed.
There are certain events that are free to watch while some you have to pay based on the type of the event you are watching. Since there are only few free events to watch I managed to spend my time watching one of the events called the London Sinfonietta.
Role of events to the organizer or attraction/venue
The role of the organizer for having the event at the esplanade concert hall is to promote esplanade concert hall as a place of attraction due to its infrastructure. Since esplanade is a newly developed infrastructure 6 years ago it is a good opportunity to showcase what esplanade is all about to tourist who have not been to esplanade.
Another reason they held this event at the esplanade is to build up the image of esplanade not only as a place that held event such as this but to show that there are also different types of event found there.
Stakeholders
The stakeholders of the event would be Singapore Arts Festival, Nokia and also Visa. Since both Esplanade and The Singapore Arts Festival specialized in the same thing I think it would be a good opportunity for them to showcase their own arts as there are many forms of arts.
As Nokia specialized in technology, and since most of the product is people friendly it is a good opportunity for Nokia to take up the challenge to be one of its stakeholder. By doing this, they can gain more experience while working with Esplanade and also Singapore Arts Festival. Who knows that in the near future they may want to work with Nokia.
As to be expected, some of the people who come to watch this type of events would be the people from abroad. In order to watch the event they need to buy tickets and the fastest mode of transport is Visa. Due to the modern world, people are trying new thing, in this case tickets are paid through Visa.
Target market
There are two types of target market for this event and they are the middle-income and the low-income. The middle-income are basically, aged from 35 - 55. This is because most of them can afford the most expensive ticket price which cost $70. Whereas, the low-income aged from 20 to 25 can only afford ticket prices between $28, $35.
Marketing Strategies
Basically the marketing strategies would be the 8Ps which is the product, place, programming, people, promotion, partnerships, packaging and distribution and price.
For the product of this event, it is important for the cast to know how they are going to present their product in order to success. In order to do this they need to know what the potential customer need, want and how much the customer are willing to pay.
The program lasted for about two hours. In between there is a 15 minutes intermission. I find that only some of the music being played are good. But most important I cannot make up my mind what they are doing.
As for the place, the event was held in the esplanade concert hall. The setting of the event would be elegant because the people performing the event are mostly wearing formal. The concert hall ambience and the atmosphere fit the concept of the event. The concept of the event such as the lighting and the sound system has to match the atmosphere and the ambience or else the it will not go well with the event. For first time tourist, accessibility is not a problem as there are lots mode of transport such as bus, taxis and even Mrt.
People involve in this event would be the cast, audience, host and the guest. It is important for the cast to know what essential ingredients in making the event a success. As for the audience without them, the event will not take place. For the host and guest, their relation is important because the hospitality they receive from visitors can directly shape their experience.
They use different forms of promotion such as website and the esplanade diary. In the diary it consist summary of the different events and also a date of the event. The diary is simple booklet to carry around. Another form would be the website. The website is an inexpensive tool of communication and it is also easy to access to.
As mention above the stakeholders are Singapore Arts Festival, Nokia and Visa.
So far the packaging and distribution was good because, they managed to perform at their best. As for the selling of tickets, we were given a tickets holder which holds the tickets.
As I was a bit late in booking ticket, I had to buy the $45 one but since I am a student I managed to get a discount. To me, the ticket price is quite expensive for a student like me.
Rate the event
Overall, I would rate the organization of the event excellent. But I find the event that I have
attended is a bit boring as I do not understand what they are trying to and what type of music it is.
Potential of the event by the organizer to meet tourist demand
Basically, the organizer has met the tourist demand as they know what they need to expect from the tourist. For some of the event such as the London Sinfonietta are held in the concert hall. Therefore, in order to catch this particular event which can only be found in Singapore for this period of time, tourist will take the opportunity to come to Singapore to watch this particular event. They do not care how much money they need to spend Singapore but as long as they managed to catch the particular event they will be happy.
Value of the event raise with the tourism mission of Singapore
They could raise the value of the event by having this type of event in a different way such as the London Sinfonietta and the Singapore Symphony Orchestra working together to perform a live concert. Another way is to hold the festival in a different form, instead of having the Singapore Arts festival why not have worldwide arts festivals this way we are able to see the different form of arts from all over the world.
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