1. Introduction
The event that I visited was one of the programs under ‘Flipside’, presented by Esplanade. The title of the performance is ‘Project Sonofa’. This series of free performance under ‘Flipside’ are actually put up by talented artists from different countries, combining different elements of arts such as music, dance and was actually presented in conjunction with Singapore Arts Festival. Singapore Arts Festival 2008 is a premier annual arts event in Singapore, last from 23 May to 22 June.
‘Project Sonofa’ is basically a music event, where Dance music comes alive! It was held at Stage@Powerhouse, Esplanade’s main outdoor performing venue and the duration of the performance was about 45 minutes. The local musicians put up a very energetic, loud and lively performance where electronics and percussions come together and created a concentration of familiar electronic sounds like house music, break-beats, funk and drum & bass. Other than music, there was also dazzling and amazing lighting accompanying the music to create a more interesting performance and I believe that music lovers like me would have enjoyed it.
2. The background of the organizer
Esplanade - Theatres on the Bay is one of the world's busiest arts centres, officially opened on 12 October 2002. This architectural icon with its distinctive twin shells is sited within Singapore's civic district, just by Marina Bay at the mouth of the Singapore River.
Esplanade’s striking twin shells, clad in glass and metallic sunshades, have earned the centre the nickname ‘The Durian’, after a pungent, popular tropical fruit. Esplanade offers a range of programmes which caters to all audiences. Its programme line-up spans all genres to encompass music, dance, theatre and visual arts, with a special focus on Asian culture. Other than that, there are also outdoor performances or lunchtime concerts which offer casual and light-hearted entertainment for all.
The Vision of Esplanade- Theatre on the Bay is to be a performing art centre for everyone. We will be internationally recognized for its creativity and sense of adventure. We will set exceptional standards of service that will position them as a world leader.
The Mission of Esplanade- Theatre on the Bay is to entertain, engage, educate and inspire.
More information on Esplanade- Theatre on the Bay and programmes offered by it can be found in : http://www.esplanade.com
3. Discuss the role of events to the organization (or attraction /venue)
Events play an important and critical role to its organization that is Esplanade- Theatres on the bay. Esplanade is internationally recognized as a cultural hallmark of Singapore by presenting a myriad of local and international performances - from musicals and concerts to dance and theatre. Therefore all these artistic and interesting events could serve as an image maker by enhancing its position as a vibrant performance art venue.
The various events organized by Esplabade could also serve as role of tourist attraction. Some of the events such as concert by well-known celebrities or musician, or maybe large-scale musical performance can actually attract locals as well as international visitors to visit Esplanade. It would be a pleasure to be able to enjoy the performance in theatre or studios that are equipped with world class faculties.
In addition, the events and diverse programmes presented by Esplanade are able to add life to the art scene of Singapore itself. In this era where our government has been emphasizing on the development of arts, all these performance could aid to cultivate and promote the love of art among Singaporean. For those who appreciate arts, all the different selection of events allow them to get pleasure from fine performance. From what I know, the art circle of Singapore is not very promising and a lot of performers lack the opportunities to achieve greater height for their career and I believe that Esplanade can be a good platform for these performing artist and musician.
4.Identify the stakeholders in the event
The stakeholders in the event mean those people who have an impact from it. They would include:
1) the various sponsors for this event that is NOKIA and VISA
2) the organizers Esplanade-Theatres on the Bay
3) the government
4) the various participants, which are the performing musicians
6) the security guard
5)the audience
5.Target Market of the event
The target market for this performance would be art lovers especially those who are able to appreciate different genre of music since this is a musical performance. Esplanade being an internationally recognized performing centre in Singapore, the various events held there would attract not only locals but international music lovers that belong to various age groups.
6. The Marketing Strategies employed by the organizers
One of the marketing strategies employed is place. The event venue is at the stage@powerhouse which is an outdoor venue of Esplanade. It is easily accessible and it was quite an enjoyable experience to be able to enjoy the entertaining and creative performance under the starlight, in a relax mood with music lovers.
Next, this event is actually a free programme therefore, no admission fee is needed. This could be one effective marketing method as since it is free, people would not mind stopping down and spend some time to watch the performance.
The product, that is the event itself can also be a form of marketing as when I was reading the introduction for the event, it caught my attention. This performance was using live band to produce different kind of music like house music which is quite unique and the laser lighting accompany the music enhance the whole performance. I think it was quite rare to be able to see this kind of creative performance in the street and what more, it was a free of charge.
In addition, the promotion technique used by the organizer is just advertising the event in the organization’s website
7.How would you rate the organization of the event? Why?
I think that the organizer could do a better job in promoting this event, a part in organizing. The response for the event was not very good as the crowd watching it was not very big although it was a Friday night. I think it may be due to the poor marketing of the event as the event is only being announced in the esplanade website. Although the computer literacy rate is high in Singapore, not all of us would visit the Esplanade website and therefore not many people are aware of it. I personally think that this is a rather good performance although it was a free programme, the performers put up a good job and the sound and light effect were excellent. It was a pity not much people able to see it.
It could be able to draw more crowds if the marketing effort of Esplanade can increase by putting up more advertisements regularly in newspaper or magazine, publishing upcoming events to inform the public about them. It could also have more coverage on what exactly is the event about and introduce the musician and artists too. Also, it could have banners put up in different part of the island to create more awareness, and could also advertise in the media like radio or TV.
The organizer however is able to organize everything well during the performance itself, the equipment was all well prepared, the seat were arranged neatly and the sound system technician were all well trained and they all contributed to the completion of the performance. Also, there were tents so that it will be able to shelter the audience if it rains and security guards were stationed to ensure the safety of the audience too.
8.Discuss the potential of the event by the organizer to meet tourist demand?
This event was actually presented in conjunction with Singapore Arts Festival and therefore, could be classified as hallmark event. It is a recurring event of limited duration, developed primarily to enhance awareness, appeal and profitability of a tourism destination in the short term or long term. It can therefore attract more tourist during their short period of time, and when I was at the event, there were rather a number of tourist watching the performance. Hence, this event not only help to raise awareness of art and could also meet the tourist demand.
9.Suggest how the value of the event could be raised to be align with the tourism mission of Singapore?
The mission of Singapore Tourism Board (STB) is to develop & champion tourism, so as to build the sector into a key driver of economic growth for Singapore. Esplanade is one of significant trademark of Singapore as it represents the arts culture of Singapore, an important platform for showcasing the different forms of art to the audience. Therefore, in order to be help STB attract more tourists and to contribute to the economy, the events organized by Esplanade can be even more diverse in order to attract more variety of audience. For example, more events of different dialects or languages in oder to appeal to more foreigners.
Appendix 1
1 )http://www.esplanade.com/
2) http://www.singaporemirror.com.sg/co_esplanade.htm
3) http://www.visitsingapore.com/publish/stbportal/en/home/what_to_do/culture_arts___entertainment/performing_arts_venue/esplanade_-_theatres.html
Overall pic.
The technician...
Brochure of Esplanade.
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