every beat of my heart

Thursday, June 26, 2008 @9:26 PM

A REPORT ON SINGAPORE ARTS FESTIVAL 2008
(WATER FOOLS)

1. INTRODUCTION

1.1 Purpose

The purpose of this report is to provide a first hand account of Water Fools, make observations on the event and its characteristics, critic on their marketing strategies, programme and management of the event. In addition, this report will also make some recommendations.

1.2 Background

Singapore Arts Festival, the largest singular event in Singapore’s arts calendar, first began in 1977 as a national festival, celebrating local arts activity of Singapore's diverse communities. Today, the Festival invites artists from more than 20 countries and brings together a fine mix of local, regional and international works. Prior to that, it also features more than 500 activities, including an island-wide of free outdoor performances, bringing the arts to the doorsteps of Singaporeans.

In this year 2008, Water Fools, part of the Water Wonders Series, marks the opening of the four-week infusion of performances at Boat Quay, 23-25 May, 8pm. This festival spectacular, by the acclaimed French street theatre company, Ilotopie, aims to attract thousands of attendances by bringing the spectators into a magical and mystical journey.

1.3 Method of Investigation

Method of investigation includes a trip to Boat Quay on 23 May to make observations on the event and its characteristics. In addition, research was also undertaken through internet and library books.

1.4 Scope

This report look into eight areas: background of the organizer, role of events to organizer (or attraction/venue), the stakeholders, target market, marketing strategies, rating of the organization of the event, potential of the event to meet tourist demand and lastly, how value of event could be raised to be align with the tourism mission of Singapore.

2. FINDINGS

2.1 Background of Organizer

National Arts Council (NAC), organizer of the Water Fools, was set up in September 1991 as a Statutory Board to spearhead the development of the arts in Singapore. To nurture the arts and make it an essential part of the lives of people in Singapore is their mission. Anchored on the twin strategies of excellence and engagement in the arts, NAC aims to build a vibrant arts sector by creating a favorable environment where the arts is accessible to all and also, artistic talents have the necessary resources and capabilities to excel and achieve sustainability in the long term.

2.2 Role of Events to Organizer

Singapore Arts Festival can play the role as an attraction to Singapore as tourists may extend their stay to catch the Singapore Arts Festival event. This is especially so after they have enjoyed the remarkable show of Water Fools. Visitor spending will increase when tourists stay longer. In addition, Singapore Arts Festival can also play the role of an image maker as it can shape Singapore’s image of not becoming a cultural desert.

It can also be place marketing as the different events will help to market the venues where they took place. In this case, tourists who came to watch Water Fools would also become aware of Boat Quay, one of tourists’hotspot. When they return to their countries, they may recommend Boat Quay as one of the attractions to their families and friends. Playing the role as the animator, Water Fools can make our Singapore River come alive with sensory stimulation and atmosphere. Tourists may revisit Boat Quay and also encourage their families and friends to come to Boat Quay. Prior to that, by organizing the Festival, it can foster appreciation and participation in the arts sector, which is what the NAC hopes to develop.

2.3 Stakeholders

Besides the organizer, stakeholders also play a significant part in contributing to the success of the event. The official sponsors (media) of Water Fools include Mediacorp TV12 (Arts Central), Mediacorp Radio (Gold 90.5 FM) and Yahoo! Singapore (yahoo.com.sg) while their premier partners are Singapore Tourism Board, PUB and Singapore Turf Club. Major sponsors include Raffles City Shopping Centre, Hong Leong Foundation and Lee Foundation. Festival supporters consist of Clarke Quay, French Embassy in Singapore, National Environmental Agency and Tan Chin Tuan Foundation. Furthermore, the stakeholders also include the public and the government. They are deemed as the most important stakeholders because without their support, the event will not be a success.

2.4 Target Market & Marketing Strategies

Target market of Water Fools is mainly tourists and locals of all ages, races and living at different areas of Singapore. Audience may also include people who love and appreciate the arts; those who go just to see the fireworks or enjoy the atmosphere; those who have just finished their work at Raffles Place and just drop by; and they may also include those who have gone to the event for their projects.

Marketing mix – product, price, place, people, promotion (communications), partnerships, packaging and distribution and programming are essential for events to be successful. Firstly, for Water Fools, it is an Arts event and commences the opening of Singapore Arts Festival 2008. This dynamic show gives its audience a different type of festival experience, especially when the show ends with a burst of fireworks, to camera flashes and whoops from the audience. In addition, Water Fools is also a free admission event. This is definitely captivating and is basically the special treat for everyone.

Next, the whole event takes place at night at Boat Quay, Singapore’s popular waterfront. The ambience and environment are just right for the event, especially when the event ends with a burst of fireworks. The whole event was totally fascinating with all the performers and props all ingeniously floating on the surface of the water. Besides, Boat Quay is located in the heart of Singapore, making it easily accessible. People are also an integral part. The 15-man team performers who put up an amazing show are from Ilotopie (France). There are also the operation crew helping out such as the crowd controllers and safety personnel. Prior to that, among the 10,000 audience packed by jowl at the quay, were guests of honor, President SR Nathan and his wife, and Dr Lee Boon Yang (Minister for Information, Communication and the Arts).

In addition, promotional tools of Water Fools are the print and electronic media. Advertisements can be found in the newspapers, as well as brochures, such as The Straits Times, Zao Bao, Singapore Arts Festival and Outreach Guide. Newspapers are good promotion tools as it can reach lots of audience, short lead time and is low in production cost. Brochures can be found in travel centers, hotels and attractions such as the National Museum and are wide dispersal and tourist-oriented. In addition, NAC is also taking its marketing campaign online. They are making creative use of the Internet to drum up buzz for Singapore Arts Festival. Water Fools was advertised online at Singapore Arts Festival website and also under the event calendar. This method is useful as people nowadays tend to be more IT savvy. Furthermore, the big banner at Boat Quay can easily capture the attention of people on Water Fools.

Partnerships are also important in the production of events. Partners for this event include Singapore Tourism Board, Tote Board - a statutory board under the purview of the Ministry of Finance (MOF) and PUB which is a statutory board under the Ministry of the Environment and Water Resources. As for programming, performers such as the Macadam Piano and the Three Tai Tai also play a major part in keeping the audience entertained while waiting for the event to commence. Water Fools is a show that anyone will enjoy.

2.5 Rating of the Organization of the Event

In my opinion, the organizer of Water Fools has done an excellent job in terms of attracting people to the event, as well as, leaving an impression on people to have such a performance in the heart of Singapore at a place as iconic as the Singapore River. Furthermore, the organizer is able to attract about 10,000 audiences to the event by advertising mainly on the internet and newspapers. In addition, the venue where Water Fools takes place is easily accessible and the duration of the show was just right.

Besides that, they are also able to make use of the opportunity to promote other events co-related to the Festival by distributing brochures and discount coupons. They are also thoughtful in a way that they are able to keep the early-birds entertained with other fascinating performances. Prior to that, they were able to invite President SR Nathan, his wife and Dr Lee Boon Yang as guests of honor. Adding on to that, the decorations and props was excellent and seemed real-life under the autonomous lighting and music. Masterly touches of light, color, explosion and fireworks totally enhance the whole show. This entertaining and enjoyable event definitely provides an opportunity for audience to catch the performances of Ilotopie, one of France's best loved street theatre companies.

However, the organization did a poor job in crowd controlling, making the whole venue seemed messy. There were also not much security personnel around. Furthermore, Water Fools does not attract many tourists as the majority of the audience is the locals. Prior to that, they also never advertise Water Fools on the television to increase its awareness. In addition, perhaps specific information such as which direction the event will be facing and which MRT station to alight should be stated to prevent tourists, as well as, some locals from alighting at Clarke Quay.

2.6 Potential of the Event to Meet Tourist Demand

The potential of Singapore Arts Festival to meet tourist demand should be quite high. It is predicted to bring about 700,000 attendances to their 500 activities. Considered as one of Asia’s top arts festival, Singapore Arts Festival will surely attract tourists. However, the tourist demand and value for Water Fools are medium. No matter how fascinating Water Fools is, tourists from other countries would not flock to Singapore just to catch the 50-minute show. Only those tourists who are visiting Singapore for holidays at this point of time or have come for the Singapore Arts Festival will then come for Water Fools. At the event itself, the majority of the audience is still the locals even though there are still tourists.

3. RECOMMENDATIONS

Tourism mission of Singapore is to develop and champion tourism, so as to build the sector into a key driver of economic growth for Singapore. Firstly, I feel that more forums can be created on popular social networking sites such as Facebook, where viewers can upload pictures, check out events and even arrange meetings to attend performances in order to encourage and attract more people, especially the youths to the event. Those who had been to the event can also post their opinions and comments. As for negative comments, NAC and STB can think of ways to overcome it.

In addition, I also recommend that events such as Singapore Arts Festival can form the core product of the tour package. The package can include the event plus other attractions for one price. Perhaps, package for arts events can include accommodation at upscale hotels in Singapore, dining at fine restaurants and also bringing them to museums, theatre and galleries in Singapore.

Prior to that, advertising can also be done through television, internet and brochures. Perhaps a captivating video that showcases the preview of the event can also be posted online at STB website. Internet is very useful as it is global and worldwide. Furthermore, NAC or STB can also increase tourists’ awareness on the event by sending their representatives to other countries to advertise, by giving talks etc. By ensuring that tourists had an enjoyable day at the event is also important. If they enjoy it, they will surely recommend it to their friends and families. While travelling overseas, locals can also advertise the event to their foreign friends, who in turn will advertise it to their friends. Since word of mouth travels fast, many people will soon become aware of the event. With more tourists coming in, Singapore’s economy will definitely improved.

4. CONCLUSION

In retrospect, Water Fools is a superb event, surprising and delighting audiences with whimsical and spectacular creations and is definitely the show for all. In addition, Singapore Arts Festival is also an excellent event to attend where the world's finest performers contribute in this gala festival with full energy and dedication which is duly reflected in their outstanding performances.

References:

- Getz, D. (2005), ‘Event Management & Event Tourism’ (2nd ed.) Cognizant Communication Corporation, USA
- http://www.nac.gov.sg/
- http://www.singaporeartsfestival.com/

Wednesday, June 25, 2008 @5:13 PM

... Continued

... Photos and Video Taken at the Event...

Enjoy!!!