INTRODUCTION
The event which I have selected is the annual Singapore Arts Festival (SAF) 2009. The event begun from year 1977, usually lasted for one whole month, or 30 days, and at various venues. Some of these venues are at the Esplanade Concert Hall, the Esplanade Theatre, the Victoria Theatre, Drama Centre Theatre and open areas.
There are different categories of arts that are showcased; they are music, theatre, dance and visual arts. The Singapore Arts Festival has played a symbiotic and catalytic role in the development of the artistic and cultural life of Singapore. It encourages local and international collaborations between artists. Another festival which I have chosen is the Galway Arts Festival.
Galway Arts Festival is an international celebration of the performing and visual arts and an important showcase for Irish arts and international arts. It is one of the key European arts festivals. It enjoys an international reputation for innovation and excellence. Many writers, artists, performers and musicians were there, creating theatre, spectacle, street art, music and music.
MARKETING STRATEGIES
When comparing the SAF with another similar festival, which is the Galway Arts Festival, via their use of marketing strategies, I believe that both events are successful in their own ways. There are two different category of marketing strategy, which is the experiential and facilitating component.
These marketing strategies are product, place, promotion, partnership, people, programming, price and packaging and distribution.
Based on product, both festivals provide similar products which are arts in the form of music, dances and drama. There are not much different as both events are promoting arts through their own culture and since both festivals are arts based events, they are providing what the potential customers wants and needs.
As for the place of these festivals, they are normally located at the concert halls and drama theatre. However in the case of the Singapore Arts Festival, some of the locations can be anywhere in Singapore. Some examples would be at an open field at Tampines or even at a bus interchange. While the Galway Arts Festival held its performances at theatres, churches and concert halls. These locations provide entertainment, as well as arts, to all levels of audience and these places can create a different ambience.
Promotions are important for any events, let alone the Singapore Arts Festivals. A good promotional design can bring about more revenue as potential customers are offered with more choices. The Singapore Arts Festival has much collaboration with both local and international companies. Some of the promotions are like:
Marrakesh - Moroccan Lounge & Bar
• ArtsFest Club Members: 15% off total bill
• ArtsFest Ticket Holders: 10% off total bill
Not valid for tobacco, merchandise and corporate events.
From 14 May - 15 June.
Marina Mandarin Singapore
ArtsFest Club Members
• Deluxe room @ S$200.00++ inc of breakfast for double occupancy
• 15% off Food & Beverage
• 15% off Spa services
• Late check-out subject to room availability
• 1 complimentary car-park coupon per stay
• 1 glass of champagne per guest
Subject to room availability and hotel's closed-out dates
ArtsFest Ticket Holders
• 20% off food items in all F&B outlets.
Terms & conditions apply
Not valid with any other promotions
Subject to hotel's closed-out dates
From Now till 31 August 2009.
However for the Galway Arts Festivals, the promotions are only for the arts festival itself. Meaning that there are only discounts and complimentary tickets for “friends of Galway” holders. Such as the following:
For partnership, the SAF has several partnerships with local and international agencies such as the Singapore Tourism Board, the Shaw Foundation and the Singapore Turf Club. Other collaborations are partnerships based on venues, such as partnerships with LASALLE College of the Arts. Whereas, the Galway Arts Festival, they have partnerships with “The Irish Times” and “Boston Scientific”. Since there are such collaborations, the events can modify the prices to attract more potential customers.
Marketing in terms of people simply means that interaction between various parties involved in the events, such as the customers and the staff/volunteer. These interactions and the hospitality received by the customers will directly determine the overall event experience.
For the SAF, the performances were interactive and were held even at open field. Such arrangements were well received by the audience and upon the end of the performance, the customers applaud for the performances and that shows the experience they had, which are good event experience. Whereas for the Galway Arts Festival’s performance, which were normally held indoor, provide its event experience through the performances and interaction between performers and customers.
Programming within the event, is a major marketing decision, especially by the way of targeted benefits.
This refers to the fact that by programming the SAF into a month long event, the SAF can target its revenue during this month, through performance. While the Galway Arts Festival can do so as well, by arranging it’s performances into different category each day.
Based on price, as a marketing strategy, the SAF is setting itself with several price tags for its performances. It is true that all events come with a price tag even those that are free. The opportunities cost and traveling cost to catch a free performance are its “invisible” price tag, whereas other price tag comes in the form of ticket price, merchandise and others. For the SAF, the performances that were held at concert halls and theatres are priced from $20(for students) till $190++, such arrangement are the event’s price tag for the performance.
Lastly, based on packaging and distribution, the SAF is doing relatively well in this aspect of marketing. The SAF package its performances with other attractions such as Esplanade Theatre and used the services provided by the staff from Esplanade.
Their distribution network is huge, especially when selling tickets to its potential customers.
One of the intermediaries they used is the Sistic. Sistic is basically a local intermediary for events and performances by international and local artists.
Since this is the 3rd decade that the Singapore Arts Festival is working with Sistic, good relationships between both parties are formed and the mutual respect is there as well.
BEST PRACTICES DURING SINGAPORE ARTS FESTIVAL
The best practices performed by the Singapore Arts Festival being the place and programming. The places that the performances were displayed were carefully chosen to suit the performances.
For example, a simple brass quintet performance by a local symphony band at the Bedok interchange is an excellence choice as the interchange itself is vibrant with many peoples and the performance itself is trying to suggest to the audience/customers that arts can come in the simplest of forms, which is free.
Other performances which require lighting and professional technical approach are held at the Esplanade performing areas such as the Concert Hall and the Drama Theatre. These places are comfortable to definitely a good place for arts engagement.
As for the programming of the Singapore Arts Festival, the programs were line up well prepared. The performances were fantastic and they interacted with the customers to greater effects, especially when the performances were street art and they showcased what they are capable to do.
Understanding that the Singapore Arts Festival is all about bring art to everyone and anyone, the SAF bring about performances that are public and free, especially during the opening day.
STAKEHOLDERS
Some of the stakeholders that are having collaborations with the Singapore Arts Festival are the host organization, host community, participants and spectators, sponsors, media and co-workers.
The media includes the different channels that Mediacorp provides which is mainly the Channel 5 and Okto channel. While the premier partners that the Singapore Arts Festival has are the Singapore Tourism Board, the Singapore Turf Club, the Shaw Foundation and the University of Western Australia.
The co-workers are made up of service provider and customer-oriented officers. While the participants are simply the performers and the spectators being the customers. For sponsors, there are different categories. They are major sponsors, sponsors, premier partners, official partners, venue partners and supporters.
For the Galway Arts Festival, the stakeholders are the Funding Agencies, Major Media Sponsors, Major Supporting Sponsors, Supporting Sponsors and Patrons.
Some example of the Funding Agencies of the Galway Arts Festival are Galway County Council and Galway City Council. While examples of Major Media Sponsors being "The Irish Times" and the "Galway advertisers".
Examples of the Supporting Sponsors are "Supermac's" and "Electricity Supply Board of Ireland".
MAIN PURPOSE OF SINGAPORE ARTS FESTIVAL
The main purpose of having the annual Singapore Arts Festival is to promote art to everybody and anybody in Singapore. Due to the humble fact that Singaporeans are always busy with their work life, their life are hardly filled with colours from arts.
Hence to promote arts appreciation in younger generations and to allow people that are unwilling to fork out money to view artistic performances, the Singapore Arts Festival has regularly been showcasing its talents though public or street art and musical performances.
Not only that the Singapore Arts Festival is a platform of excellence for local and international artists who enjoys performing for audience who are engaging and interactive. This event is the only event that showcased all forms of art, from music to drama, to all level of customers.
TOURISM BENEFITS
Like what I had mentioned earlier, the Singapore Arts Festival's main purpose is to induce arts appreciation to locals. Hence with local and international artists here performing in this month long event, tourist will want to join in the festival and thus increase tourist receipts for Singapore.
When they arrive to Singapore, it is just natural that they spend money on things right, especially since the period that the Singapore Arts Festival is conducted fits nicely with the "Great Singapore Sales", these tourist would want to spend money on products as they are cheaper.
Not only that, the tourist will spend money on other attractions in Singapore such as the National Museum and Sentosa. This is one other tourist benefits that the SAF is providing.
CONCLUSION
I have come to the end of the whole post, I believe that the Singapore Arts Festival is unique in its own ways and that it not only promotes arts appreciation but also spur one's desire for arts!
REFERENCES
1. www.singaporeartsfest.com
2. www.galwayartsfestival.com
3. http://en.wikipedia.org/wiki/Singapore_Arts_Festival
