Imagine, if.

NANAX-CRAZYSLITZ

Monday, June 22, 2009 @ 7:49 AM

Videos taken during the Singapore Arts Festival Funfest

Video on Melbourne International Arts Festival

@ 2:26 AM

1.Introduction

Singapore Arts Festival organized by National Arts Council is a yearly event held eversince 1977. The festival has incorporated the different parts of Arts ranging from theatre, dance, music and visual arts including other forms as well. It is a month long event held annually and is also known as the largest singular arts event held in Singapore. The event does not focus on local acts alone but also internationally from 20 countries.
Today, Singapore Arts Festival is diverse and a bold event. Aiming to reach to all age and individuals, the event has programmes that individuals can choose from.

As chosen, I have attended Arts on the move, Family FunFest, at Toa Payoh Hub. It was catered to families with children below 12 years old. The performances, games and activities were aimed to expose children to appreciate art in different forms and not the usual form of drawing. Having it in the heartlands was also to get the public to be involved and exposed them to the festival creating publicity along the way.

The performances I managed to catch during this event was The Big Game from Australia and Sienta La Cabeza from Spain.

2.Marketing Strategy

I have selected Melbourne International Arts Festival that is held annually eversince 1986 during the month of October. The objectives of this festival are similar to Singapore Arts Festival where theatre, dance, music and visual arts are incorporated into the event.

2.1Product

Both festivals have the same product that is to provide an experience in the different Art forms to its consumers from theatre, dance, music and visual arts. This will be the core product for both events. This is reflected in their websites and brochures for more information on the different programmes during the event period.

2.2Promotion

Melbourne International Arts Festival has early bird promotions to attract audience to buy tickets for the performances despite the event held only in October. Discount packages are also available to audience for early purchases. To keep the audience curious about the event, programmes are not listed on the website; however the method of promoting it in such a way is to let audience request for the programme guide. Information on promotions are stated on the website.

Singapore Arts Festival on the other hand promotes its tickets through different medias such as official website, TV commercials and SISTIC ticket outlets. It is a much more approachable way rather than Melbourne International Arts Festival. Singapore Art Festivals alsoprovides early bird promotions , purchase of concession prices, in bulks and so on.

2.3Place

The venues used for the performances in Melbourne Arts Festival are much more formal where a certain code of dressing must be adhered and protocols to follow. Thus through this, I observed that the targeted market for Melbourne is focused on adults. However, Singapore has used all available venues from heartlands to theatres and such leading to a variety of audience from all ages, race, genders status and such.

The atmosphere for Singapore is a mix of casual, relax, serious, entertaining depending on the venue provided. In Melbourne, the atmosphere leans towards the formal side as the venues chosen are located in theatres and halls.

2.4Partnerships

Melbourne International Arts Festivals has provide positive impacts on its host community, Melbourne and Australia residents where they could gain benefits of exposure to different cultures and gain new knowledge. However a brief acknowledgement to corporate sponsors and media is stated on the website.

Singapore Arts Festivals has a page and a list for the acknowledgement of organizations, coporates and such involved in the event. It is detailed and comprehensive rather than Melbourne International Arts Festival website.

2.5Programming

Both events has a vast programme that caters to the individual locals and also to provide a buffet of programmes to choose from. The performances planned are diverse from local acts to international performances for both of the events.

However Melbourne focuses more on performances for adults and there is limited performances that can be enjoyed for families and children. Singapore Arts Festivals has divided the programmes into types such as Family Funfest, Flipside Arts on the Move and such. This caters to all.

2.6People

The cast used for both events are local and international acts estimately from 20 countries. For audience, it is similar where locals and tourists visit both events and enjoy the performances.

2.7Packaging & Distribution

Sales of tickets for Singapore Arts Festival has information on all promotions and discounts, venues and methods of purchase in Singapore and overseas.

Melbourne International Arts Festivals has venues of purchase in Melbourne and methods of purchase which is not detailed in its website and is also brief.

2.8Price

Admission and ticket prices for Singapore is much more cheaper and affordable due to the different promotions available rather than Melbourne where the promotions are limited.

3.Best Practices

Singapore Arts festival has better practices than Melbourne International Arts Festival. Melbourne has a very simple website which is not detailed in its ticketing information, programme guide and so on. The website is very brief and not much information could be retrieved from there.

Singapore Arts Festival however highlighted their sponsors and organized them to their importance which was easier to read. Whereas there was not a list of sponsors in the Melbourne Arts festival’s website. Ticketing sales information and promotions are better off for the Singapore Arts Festival due to cheaper purchase rather than in Melbourne. Singapore has also provided better programme guide and has posted online for the whole month ranging from the paying performances till the free performances where there is easy accessibility. This is also reflected in the brochures that are provided in sistic outlets.

4.Stakeholders

Singapore Arts Festival

Host Organisation: National Arts Council

They are the host organization as they are the main organizers for the event.

Host Community: Singaporeans

Since the event is in Singapore, thus the host community will be Singaporeans.

Sponsors: Singapore Tourism Board, Channel 5, Coca-cola, Okto, Vivocity, Suntec, Wingtai Asia, SMRT, Shaw Foundation, ToteBoard, Singapore turfclub, PSB academy and more

The sponsors are selected as it was stated in the website as main sponsors and supporting sponsors.

Media: Channel 5 & OktoMedia will be as stated as, it is the official media that is covering the event throughout the whole month.

Co-workers: Volunteers, ticketing staff, security, sound system, logistics, supporting partners, venue partners, guides

These are the co-workers that I have identified as I believed they are the important backbone that make the event happen.

Participants & Spectators: performers, students, families, art lovers, volunteering organizations

They are stated as they are the participants and spectators that are involved in the event.

Melbourne International Arts Festival

Host Organisation: Melbourne Festival

They are the main organizers of the event.

Host Community: Australians

Since the event is in Melbourne, it is natural for the host community are Australians.

Sponsors: Corporate, federal, state and local government

They are mentioned in the website.

Media: Tv channels and press in Melbourne( not mentioned on Website)

I have identified the media as following.

Co-workers: volunteers, organizing committee, logistics, sound system, security

I have identified the following similar to Singapore Arts Festival.

Participants & Spectators: schools, performers, art lovers, volunteers

Since they mentioned that they worked closely with schools during this event, they are the identified as well.

5.Reflection on Main Purpose of EventSingapore Arts Festival

I believed has reach its objectives over the years. In the beginning, it was not a common festival to attend to from all ages. The festival was probably attended only by adults and art lovers. However, it has sustained from 1977 until now and it has evolved.

Now, the performances are diverse and there are more options to choose from. There are choices for everyone. I was very entertained by the performances during the Family Funfest, eventhough it was for families and children, the performances were entertaining. It has exposed me to the different forms of art and to appreciate it better. Singapore Arts Festivals has managed to expose to the public not just in traditional art forms like visual art however in other contemporary arts as well. It also explored more in terms of venues rather than the cliché theatres and museums and performing halls, it has further allocate performances into the heartlands, MRT stations and so on. This is accessible to everyone.

6.Tourism Benefits

Singapore Arts Festivals has also brought in the tourists receipts from overseas. Tourists visited Singapore during this period will have a much more entertaining experience. This will lead to repeat visits if they are interested and there will be advantage on word of mouth advertising.

Tourists will be able to gain knowledge on Singapore better. It is just not a small country however with a dynamic background that can provides in all aspects from arts to technology to education and so on.

The event also generate and create jobs for locals during the event, this will gain more work skills and exposure to different cultures.

Thursday, May 7, 2009 @ 8:24 AM

Hi Peeps....
hope that this blog will reflect me
and what i'm going to post for festivals & events management