A REPORT ON A FIELD TRIP TO ESPLANADE PRESENTS
1. INTRODUCTION
Today, events are central to our culture as perhaps never before. I went and enjoyed flip side events which are in conjunction with Singapore Arts Festival and Esplanade partners. All the events are organized very well and can be remarked as an international standard. It can attract not only local people but also tourists whoever goes to esplanade as well as
2. BACKGROUND OF THE ORGANIZER
Esplanade is one of the world’s busiest art centers. It offers a diverse range of programs which cater to its multi-cultural and varied audiences. It welcomes visitors with exciting events. The quarter is also colored by the Singapore Arts Festival and present Flipside. It showcases the various programs such as Asian premieres, span dance, theatre, music and everything in between with a thought-provoking bent to attract existing visitors and also stimulate repeat visits.
3. FINDINGS
3.1) The Role of Events to the Organizer
Firstly, as I visited and witnessed to few events of flip side, place marketing will play as an important role of events to the organizer. These events really attract residents and tourists as it held indoor and outdoor site of esplanade and people enjoy it as they want to spend their leisure time by watching and enjoying to such events.
Another role will be tourist attraction. As this events were held, it also increase visitor spending and length of stay because both tourists and residents used to go to esplanade to enjoy their night life there. The place itself has the beautiful and attractive city view especially at the night time. After that people may go inside the building and see the event. As it is a free event, people may not hesitate to take a look at those short events.
3.2) The stakeholders in the event
These events are supported by Ministry of Community Development, Youth & Sports (MCYS), National Youth Council and Nokia which all are in associated with esplanade partners. Nokia involves as a sponsor to promote its image and the rest partners are government organizations which all aim to enhance the positive image of the country.
3.3) The Target Market
As we went and witnessed these events, their target markets are young people, parents and children. Tourists are already targeted as esplanade is one of the interesting places where a lot of tourists visited it. These events are not very long and it can really attract the people as it is amusing, entertaining, interesting and active act by the performers and participants.
3.4) The Marketing Strategies employed by the Organizer
All events are well organized and even though some are simple and short, it can still fulfill excitement and joyfulness both to the community and other visitors. There are different programs presented so that it can meet different taste of the visitors.
As the events are held at esplanade, atmosphere, destination features and design setting of the venue itself is fantastic for the audiences. Moreover, it is the place where public transport can reach easily and convenient to go and visit there. Because of the ease of arrival and closeness to transport to esplanade, people may not hesitate and spend their leisure time to visit there.
As I have gone to Flip Side events, all the performances are short and sweet even though all are free programmes. The organizer manage to attract people and promote it through banners, brochures and online. It can also grab people’s choice to go and spend their leisure time by seeing the events at esplanade.
Activities such as sound systems, interaction with the audiences such as questions and answers session give opportunities to the audiences to involve and participate in the event itself.
3.5) The Rate of the Organization of the Event
I would rate this event as medium local demand and medium tourist demand. Although all these are free events, it does not lack of quality and services of the events. The standard of the event is not extremely high but still is not also rated as low events. People can see the value and standard are too worthy to watch and can impress both locals and tourists as well.
3.6) The Potential of the Event by the organizer to meet tourist demand
All the events have different programs and give different taste to the audiences; it can obviously attract both tourist and local community. As the events are raised as free, it can be charged in future as it gives international standard and value of each one. Not only the events itself, but the venue and scene also entertain and stimulate the feeling of the visitors.
4. CONCLUSION
To conclude, increases in leisure time and discretionary spending have led to a proliferation of public events, celebrations and entertainment. Governments now support and promote events as part of their strategies for economic development, nation building and destination marketing. Corporations and businesses embrace events as key elements in their marketing strategies and image promotion.
In addition, the enthusiasm of community groups and individuals for their interests and passions gives rise to a marvelous array of events on almost every subject and theme imaginable. In the same way, events at esplanade enhance and increase the interests of individual, community, business as well as the whole country. Therefore, by holding events in the country, it can not only promote its own business but also it can be used to rise up the image of the host country.
5. RECOMMENDATION
The mission of the Singapore Tourism Board (STB) is to develop and champion tourism and build this sector into a key driver of economic growth for
Furthermore, as its vision is to become “Events & Entertainment Capital of Asia”, the events definitely should be promoted as a tool of marketing strategies. Flip Side events are presented as free shows and programs in present, but for upcoming events, it may be promoted as ticketed events in future.
In addition, it should also be raised up services and qualities of the event and the participations of the staff, volunteers and others participants so that it can cater more to the needs of the customers. Benefits such as educational, diverting and adventurous activities should be delivered to attract more customers.
For the venue itself, more shops and stalls should be set up so that people can spend more time besides watching events. To prevent risk assessments, the organizer should invite more sponsors and stakeholders to promote more about the events. To add on, it is a way of spreading the risk of organizing events.
Overall, for next coming events, through conscientious research, creative design, complete and careful planning, and calm and communicative coordination and thorough evaluation, all events may run smoothly and the organizer will get the desired outcomes through these strategies.
Reference:
- Getz, D. (1997) Event Management & Event Tourism, Cognizant Communication Corporation.
- Allen.J, O’Toole.W, Harris.R. (2005) Festival and Special Event Management, John Wiley & Sons Australia, Ltd.
- http://app.stb.gov.sg/asp/new/new03a.asp?id=5943
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