Introduction

The festival I have chosen is the Singapore Arts festival held between 15 May to 14 June. The Singapore Arts Festival is an event that is all ready to enthrall, engage and enrich people with heartwarming stories, dazzling feats and sheer beauty. I have not gone to any Singapore Arts festival before and hence I decided to give it a go this year. I went for the opening of the event and I was really amazed and fascinated by all the award-winning works, performance and the new creations that managed to fill my mind, heart, eyes and ears. Although it was a performance that contained no speech, but somehow it managed to capture the peoples attention as the true meaning itself of the performance was very deep.


Singapore Arts Festival VS Hong Kong Arts Festival

For the Singapore Arts Festival, it started in 1977 as a national arts festival to celebrate local arts from the diverse communities in Singapore.

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 availability of dance, music, theatre and visual arts. Though Hong Kong also offers the same thing, but their performances are mostly by their own award winners or from China. Unlike Singapore where it has a broad network of relationships with other countries, hence inviting many international performers over to Singapore to show case the talents and to create more interaction between the audience and the performers.

As for the service provided during the event, I must say that it is of certain standard. Although it was very crowded on that day at Marina Barrage, the volunteers would still do their jobs well and are always very willing to answer any questions. They also stood with smiles on their faces at the entrance of Marina Barrage, happily giving put flyers and brochures to those people coming for the event. Though I have not been to Hong Kong’s Art Festival, I am certain that the service that they provides will be equally as good as those service provided in Singapore or it might be better, knowing that there will be more tourists in Hong Kong.


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 make a comparission of the festival sitemaps. For Singapore Arts Festival, maps of the main venues are present for download. However, the map is only available under FAQs and it took a long time for me to look for the sitemap in the Singapore Arts Festival website.

On the other hand, under the Hong Kong website, it is so much more detailed compared to Singapore’s website. A lot of information are updated on the blog and it is so much easier to manoeuvre and use the Hong Kong website. In other words, I would go for the choice of Hong Kong in terms of stating clearly the 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.

In terms of programming, both the Singapore and Hong Kong arts festivals are being programmed similarly. Both classify it according to the types of performance. (E.g. music, dance and theatre). 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 which makes it unfair for those who also want to enjoy the other different kind of performances and yet not wanting to sign up for the card membership. Some improvements can be made such that there can be some mini packages for those people who want to enjoy the performances and yet not wanting to spend a huge sum in signing up for the membership.
For Hong Kong, it gives other kinds of website links for each event, and at the same time, elaborating and giving a brief description of what the performance is about etc. This makes it easier for those people who might not understand what the performance is about and get a gist of it. Therefore, Hong Kong has done relatively well 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 via 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 their tickets easily.
On the other hand, in Hong Kong, if tickets are to be bought or booked, the customers would have to make a trip down to the performance site or they would have to buy it at the sales booth. This makes the buying of tickets rather tough and confusing as the sales booth are not located all around the country. Nevertheless, there is a flip side to it. For certain events, there will be a different contact number. This ensures that the customers are being served by professionals to help clear their doubts etc.


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 play an important role in providing products and also money for the event to carry on smoothly. The lists of sponsors are clearly presented at the website and on the brochures.

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.

The people in Hong Kong are more enthusiastic and they gave a lot of emphasis on stimulating their interest in the arts and raising their levels of appreciation. They advertised through internet, media, radio, newspapers, putting posters at bus stops, mrt stations and through websites where it contains a lot of information. On the other hand, Singapore does a lot of advertising through internet, brochures, newspapers, magazines and a lot of information about the event were passed down through word of mouth.

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 and media. However, one of the special one is from Hong Kong. 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 in the brochures and on the websites, whereas Hong Kong did not mention the price of tickets clearly. This shows the inconsistency of the pricing in Hong Kong. This should not be the case as visitors would want to know the price of tickets for the performance. Sponsors are also common for both festivals and ticketing prices is common for all events.

However for Hong Kong, as their performers are mostly award winners from Hong Kong itself or from China, the pricing of tickets cannot be as expensive as compared to Singapore. The reason behind it is because Singapore invites many international performers from all around the world to come and perform hence the pricing of the tickets are slightly more expensive. In this aspect, what Hong Kong can do to improve so that they can earn more profit is to invite more international performers, so that they can afford to charge a higher price for the tickets. When that happens, the revenue earned will definitely be more than Singapore because the number of tourists in Hong Kong is more the number of tourists is Singapore. To add on, Hong Kong has more resources, so they should learn how to use it wisely.

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 will enable the students 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 like 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.

In addition, there was good customer service. As the opening of the even was held at night, by then the volunteers were very tired as some of them had work in the morning and yet they still greeted us with a nice smile on their face. It is not easy and they still managed to do their jobs well and I as a tourist there felt satisfied with their service they had provided me with.
Another best practice is that it has ArtsFest club membership. Privileges are 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 in as member. For example, if you are an ArtsFest Member, you would receive information about it earlier than the public. Therefore, there would be a higher chance of getting the tickets without having to go through all the hassle.

4. Stake Holders
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 the National Arts Council. They played an important part in organising this event. They transformed Singapore into a place filled with arts and culture. It has turned the city into an arts performing ground for the participants and this shows that they have a stake for this event.
The National Arts Council could affect the production of Singapore Arts Festival. For example, if the National Arts Council were to cancel this event and change it to a small event that only exhibits works of local artists, a lot of tourists and even locals would not have this chance to experience what an Arts Festival would be like. They would also not be able to come to appreciate art performances. Hence, this shows that the National Arts Council 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 can determine the operating environment of the event. Event organizers have to consider the needs of the community before they can 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 hence inconvenience would be caused. 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 rock party. Locals would turn the tables some of the rock festivals are driven by their reputations, making it difficult for he organisers to keep their programs current and in sync with the audiences. 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 $100,000. However, you need $500,000 from the sponsors as the event that is being planned is a large scale one, therefore the event might have to change to become a smaller-scale event or having lesser freebies etc due to the limited funds.
Events also have impacts on sponsors and are usually 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 the events as they are the ones promoting and informing the audiences what is happening before, during and after the event. If not advertisement were made regarding the event, nobody would know and hence there might not be even anybody at the event.
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.

4.4 Co-workers
Co-workers are another key stakeholder for events. They are the people that carry out what the event director want. No matter how big or small, the co-workers is the face of the event and each member is a contributor to its success or failure. They have the most important impact in creating the event.
For example, the event director wants a perfect job from the workers and praises them for producing work with a certain standard. The workers will then become more motivated to work for their boss and the performance becomes very smooth. Hence, it helps in contributing to the success.

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 the performers were absent, the event would still be a failure as they are the ones that carry out the event. They are the main attractions and they are the one who will satisfy the audiences.
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 become 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.
The main purpose of this event is to attract people to go and enjoy the event, be it tourists or even the locals. It also allows more people to understand the different kinds of performance so that why will come to know and appreciate this kind of art performances which are seldom appreciated or enjoyed especially by the younger generation. It also allows deeper understanding of the culture and to encourage more interaction between the audience and the stage performers.

Media and some other companies benefit 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, they are being promoted by giving out free drinks in the event. Hence, it benefits both the corporate company and also the event itself.



6. Tourism Benefits received
Tourism receipts are one of the key benefits. As Singapore Arts Festival attracts locals to the performance, it also attracts foreigners. For example, tourists that travel to Singapore solely to watch the arts performance creates tourism receipts as they would need accommodation, transportation and food & beverage. Revenues could be generated from these three sectors. Furthermore, tourist that may come to this event may also extend their stay so as to tour around Singapore for a longer period of time, 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.
Social cohesion can also be one of the benefits. As Singapore Arts Festival is a big event, it brings people together and closer. An example would be the production team and organizing team. People are brought together to work in unison. Thus, this promotes social cohesion. To add on, 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. 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.






References:

http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=104&STORY=/www/story/03-21-2003/0001912029&EDATE
http://www.best-web-host-directory.com/index2.php?option=com_content&do_pdf=1&id=275
http://app.mof.gov.sg/cutwaste/suggestionview.asp?id=9235

www.discoverhongkong.com/.../arts-culture-hk-arts-festival.html

www.asiarooms.com/.../hong-kong/hong-kong-festivals.../hong-kong-arts-festival.html

www.prlog.org/10048999-the-36th-hong-kong-arts-festival.html