For this field trip assignment, I have chosen the festival Singapore Arts Festival. There are several reasons for choosing this festival.
A banner of Singapore Arts Festival 2009 at Esplanade
The Singapore Arts Festival started out in 1977, and it serves as a national arts festival for the local arts activities of Singapore’s different communities and races.
The Singapore Arts Festival is organised by the National Arts Council, which has supported and helped the Singapore Arts Festival to develop into a symbol which represents the artistic and cultural life of Singapore.
Today, the Singapore Arts Festival is consistent with its largest singular event on Singapore’s arts calendar, with artists from more than 20 countries, and activities of more than 400, with attendances up to 500,000, a festival which inspires and captures the public imagination of the city.
As the Singapore Arts Festival is a festival with many activities and events, I went to a few of them.
As people always mentioned, the start and the end of a festival will be the most spectacular among everything, as it marks a great opening, and also a marvellous closing ceremony, a complete end of the festival for this time round.
Thus, for this festival, I went to the closing celebrations, which were held at the Yishun open field near the bus interchange.
Closing Celebrations at Yishun (Crackers?)
Also, I went to the few free flipside performances held at the Esplanade in collaboration with the Singapore Arts Festival.
The few flipside performances that I went to were the band performances by the local band Pinholes and also the Korean band Oh! Brothers.
Oh! Brothers from Korea
Also, it is themed Shake, Rattle, Rock & Roll!, a place for local and overseas bands to exhibit their talents, and also arouse interests from locals in the form of music.
From Wikipedia, the definition of marketing strategy is a strategy which can enable an organisation to use its limited resources on things that are able to increase the sales, and also achieve a sustainable competitive advantage.
Thus, I understand from the lecture notes that, I am able to compare the festival I selected with a similar festival that has been successful in another city in terms of its marketing strategy by using the 8P’s in marketing events.
The 8P’s are further divided into 2 components, experiential components and facilitating components.
Before continuing to the 8P’s to compare the two festivals, the similar festival that has been successful in another city that I have chosen, is the Hong Kong Arts Festival.
Webpage of Hong Kong’s Arts Festival
Product
From Wikipedia, the definition of product is as such, in marketing, a product is anything that can be offered to a market that might satisfy a want or need.
For example, in retailing, the product is the merchandise, in manufacturing, the product is the raw materials, and sold as finish goods.
From our lecture notes, the product is mostly a service, and the quality is essential. Thus, in our case, the product is the Singapore Arts Festival, and everything that the Singapore Arts Festival can offer its visitors and consumers, like the different performances and events.
As the Hong Kong Arts Festival is also an arts festival, it can be said that the two festivals have the same kind of product.
The product in marketing terms can also be said as the core product, the facilitating product.
I believe the core product in both of the festivals is the experience that the consumer gets when they go to the festival.
However, each different festival would definitely give a whole total experience, due to the different performances and events involved.
Place, the second P in our 8P’s, is the location of the festival itself, and also the setting, atmosphere and the destination features, as derived from our lecture notes.
A photo of Marina Barrage
As for the Hong Kong Arts Festival, while visiting the website, I noticed that there were many different locations for each different performances and events.
Programming
Programming is how the programmer plans their events and performances, so that it will benefit the event the most, and also the consumers.
In our case, for programming to be successful, the programmer must be able to line up all the performances in such a way that, not only will it arouse interests from the locals, make sure that the major performances do not clash with each other.
Lastly, the timings of the performances should be able to be made in such a way that the consumers will be able to enjoy several performances at a place in a certain timeslot, and not wait for a few hours interval between performances.
This is an important element of the marketing strategy as not only will it affect the consumer’s satisfaction level, it will also determine if the consumer will continue supporting the festival.
From a personal experience in the Singapore Arts Festival, I went to the festival on two separate days in the evening time, and I was able to watch two band performances and one Crackers?.
The two band performances were about half an hour long, and there was about half an hour interval between the two performances. This half hour interval allowed visitors to have a short break between enjoying the performances, and also have time to grab a small bite.
I think that, this will increase the customers’ satisfaction level.
Also, during the closing celebrations of the Crackers, there was only one event at that timeslot, which means that, there was not any clash of major events.
Although I did not go to the opening ceremony of the Singapore Arts Festival, from the events calendar, I can derive that, there were not any other events or performances which clashed with the festival opening, Helios II.
For the Hong Kong Arts Festival, by visiting the website, I understand that the event which stretched from 6 February till 8 March had various events at different days, and also different times of the days.
And also, due to its successfulness of the arts festival, I can say that they had successful programming of events.
People
The people in the 8P’s are the ‘cast’, the audience, and the hosts and guests.
In this case, the Singapore Arts Festivals has their performers and volunteers as their cast. The audiences which are the consumers and visitors, and also the hosts like the organizers, and co-organizers of the festival.
The interaction between the cast and the audience has much to do with the customer satisfaction level.
Thus, how the performers and the volunteers communicate and service their audiences is very important.
For example, in the performance by Oh! Brothers band from Korea, they wanted the audiences to join them in enjoying the music, and wanted them to stand up and dance to the music.
Although the audiences were quite reluctant, but the band managed to persuade them to stand up, and enjoy the performance to the maximum.
People standing up and dancing to the music during Oh! Brothers’ performance
Another example would be at the Crackers?.
The volunteers and organizers there were dressed in a very unique way; they were wearing firemen-like clothes.
And when I wanted to take a picture of one of the volunteer who came all the way from UK, he looked at the camera, and smiled for me.
Volunteer / Crew from Crackers UK
Partnerships
A partnership is joint marketing, where different corporations or organizations work together, partner each other to advertise and promote each other.
By having partnerships with more organizations, there will be more benefits, like more advertising, thus increasing awareness of the event.
In the case of Singapore Arts Festival, there were many partnerships formed. Singapore Arts Festival have official partners like Channel 5, its Official TV Station, okto channel as its supporting TV Station, and Coca Cola Light as its Official Sparkling Beverage.
The festival also has premier partners like the Singapore Tourism Board, Singapore Turf Club, Shaw Foundation and PSB Academy.
And also, the major sponsors are Lee Foundation, Urban Redevelopment Authority, Hong Leong Foundation, Vivo City, WingTai Asia, Raffles City, PUB, Suntec Singapore, and SMRT.
The sponsors of the festival are Marina Mandarin Singapore, Singapore Chinese Chamber of Commerce and Industry, Starhub Cable Vision and Yahoo! The supporters are Australian High Commission, Business Traveller, creative Eateries, Cultures France and the French Embassy, Embassy of Sweden, Embassy of the Kingdom of the Netherlands, Embassy of the Kingdom of Spain, Esplanade – Theatres on the Bay, EZ-Link, GameAxis, Goethe-Institut Singapore, Harry’s, Hasbro Singapore, The Heeren Shops, Italian Cultural Institute Singapore, JCDecaux Singapore, National Environment Agency, Rendezvous Hotel Singapore and Tan Ean Kiam Foundation.
The Venue Partners are Dome Marina Square, Housing & Development Board, LASALLE College of the Arts, National Park and SBS Transit.
The organizer of the Singapore Arts Festival is National Arts Council, Singapore.
List of Partnerships with the Singapore Arts Festival 2009
And their supporting organizations are Hong Kong Tourism Board and Hong Kong: Asia’s World City.
However, the Hong Kong Arts Festival website has a webpage which indicates what benefits the sponsors will get if they are willing to form partnerships with the Hong Kong Arts Festival; whereas the Singapore Arts Festival’s website only has contact details if interested to form partnerships with them.
Apparently, we can see that the Hong Kong Arts Festival has many less sponsors than the Singapore Arts Festival.
With more sponsors, there will be more benefits, thus, in this partnerships component, Singapore did a better job in marketing than the Hong Kong Arts Festival.
Promotions (Communications)
From our lecture notes, promotion is advertising, public relations, sales promotions and destination and event image.
Promotion is a facilitating component in the 8P’s. It is also another very important aspect of marketing, as it determines the actual number of people going for the event or buying the service.
With advertising, more people will get to know about the event.
With public relations, the event is advertised to the public without paying.
With sales promotions, there will usually be discounts and offers for the event, or along with the event, thus attracting more people to go to the event.
The destination and event image will determine a positive image or negative image of the event or destination.
The Singapore Arts Festival has advertisements with its sponsors, especially Channel 5 and okto channel. Also, they have an official blog at http://www.singaporeartsfest.com/festivalbloggers/.
Even the great annual event, Great Singapore Sales has advertisements for the Singapore Arts Festival.
In addition, it is an international event, and there is even a link from the world events guide at http://www.worldeventsguide.com/event/1216/Singapore/Singapore-Arts-Festival.html.
There was also news of the Singapore Arts Festival at ChannelNewsAsia.
Singapore Arts Festival Banner
‘Notice Board’ at Yishun Open Field
Not only that, Hong Kong Arts Festival has also http://emagazine.credit-suisse.com/app/article/index.cfm?fuseaction=OpenArticle&aoid=253910&lang=EN.
However, there was not much information given when it came to advertising in its own city. Even so, I think that there would be much advertisement in Hong Kong itself, as it is a symbolic festival.
Thus, for advertising, I think that Singapore Arts Festival has done a better job than the Hong Kong Arts Festival as they have much more advertising locally and in the internet.
The next part of promotions will be the sales promotions, how the event has promotions on their tickets or service, to make it more attractive to the consumers.
For Singapore Arts Festival, they have an ArtsFest Club Card specially for its consumers. With this card, the member can get up to many discounts and offers, and this will definitely attract more locals, and even foreigners to visit the Singapore Arts Festival.
For example, if you have the ArtsFest Club Card, you are able to get deluxe room at the Marina Mandarin Singapore at special rates, and also other privileges and discounts from Singapore Arts Festival’s partner services.
Also, even if you are not an ArtsFest Club member, as long as you went to any of the paid performances, you are also entitled to some discounts and offers at the various partners stores and services.
In total, there are 8 major partners’ offers and benefits which the ArtsFest Club members can enjoy. Not to mention some other offers like, getting a chance to win exclusive tickets to the Singapore Arts Festival 2009 for every 4 items borrowed from library@esplanade.
And the best deal is that, the ArtsFest Club Card is totally free of charge for everyone!
As for the Hong Kong Arts Festival, they have the Hong Kong Arts Festival MasterCard for its consumers.
The main point of this MasterCard is to buy now and pay later, and also, the cardholders will also be able to contribute to the festival, as for every dollar they spend with the MasterCard, Wing Hang Bank will donate 0.35% of the amount towards the support and development of Hong Kong Arts Festival.
Hong Kong Arts Festival MasterCard
Also, with the Hong Kong Arts Festival MasterCard, the cardholder will be able to enjoy many privileges.
For example, the cardholder will be able to get a welcome gift, either a JNC MP3 player, or 4GB High Speed (Class 6) SDHC Memory Card. There will also be 5% discount on all the festive tickets.
With these two promotions, I think that the Hong Kong Arts Festival MasterCard will be more attractive to people, as more people are using credit cards now.
Also, the MasterCard also targets people from all around the world, as they do not even have to change the currency to the local currency, and they can even book online with the MasterCard.
However, as the festival not only target adults, teenagers who are not able to apply for the credit cards also go for the festival.
Thus, I think that there should be a merger of the MasterCard and club membership card idea.
Packaging and Distribution
Packaging and distribution is how the event packages itself, and distributes it so that more people are accessible to its event, and also purchase tickets easier.
The Singapore Arts Festival and Hong Kong Arts Festival both package themselves as international arts festivals, and also, a symbol of their own country’s arts. Because of this packaging, many people will be attracted to it, as more and more people in nowadays are attracted to arts.
Both art festivals also distributes their event ticketing at various areas, which means that, their consumers can book their tickets in advance through various ways, and at various locations.
For the Singapore Arts Festival, there are 5 ways to book the tickets.
The first way is internet booking, where consumers can book their tickets online through the Sistic website at www.sistic.com.sg with credit card payment only.
The second way is through telephone booking, with only credit card payment. Not only does this telephone booking applies to locals, it also welcomes calls from overseas, as the Sistic hotline has a (65) in front of the number, which is the Singapore code.
The third way is through the various Sistic authorized agents everywhere in Singapore. Sistic has a total of 25 authorized agents in Singapore!
The fourth way is at overseas Sistic agents. There are five overseas Sistic agents, three at Malaysia, and two at Indonesia.
Lastly, the fifth way will be purchasing tickets at the door. Also, the Festival Hotline is stated, to allow consumers to check if the event tickets they want are still available.
The Hong Kong Arts Festival has more ways of booking tickets; with seven ways of booking the tickets, it is hard to find a reason to reject going to the festival.
Consumers are able to book via internet, postal (mail) and fax. And also, for counter booking, they have internet ticketing service, telephone credit card booking, outlets counter booking and overseas fax booking.
The postal and fax ways of booking tickets cater to the people who are still not that good at computers to book the tickets. These two ways are what the Singapore Arts Festival lack of, thus, I think that the Singapore Arts Festival should have this two ways of booking.
Price
From the lecture notes, I understand that price is the admission tickets, event tickets in our case, the packages that come with the tickets, and lastly, the merchandises that can be bought during the festival. Pricing of the admission tickets is also one of the important aspects during an event or festival. Too high a price will not attract as many people as estimated, and too low a price will not be able to cover over the expenses and also the amount payable to the artists.
Thus, the pricing must be of a certain amount, so that people are still able to afford the tickets, and the event will be able to cover the expenses and everything.
For the Singapore Arts Festival, all of the ticketing information like the prices, dates and timings can be obtained from a website, http://2009.singaporeartsfest.com/pdf/SAF_Guide_2009.pdf.
In addition, with the ArtsFest Club membership, the members are able to enjoy 10% off single ticket purchases. There are also general sales discounts, where consumers are able to get up to 15% off if they purchase tickets to 4 or more shows, without any membership. There are also concessions for senior citizens, full-time students, and NSFs, with 20% discount off the value purchases. There are also discounted pricings for large groups, or school bookings.
Not only that, the Singapore Arts Festival also had some performances which are free for the public!
There were even merchandises sold after Crackers? and the band performances like their T shirts and albums.
A volunteer posing for the camera while holding on to the Crackers? T shirt
As for the Hong Kong Arts Festival, there are discounts for people who book early in advance, like being able to have the Privileged Festival Friends/Student Friends status and 15% discount if there is a successful subscription to seven or more performances.
There will be 5% discount if there is a successful subscription to three to four performances, and 10% discount for five to six performances. Also, for full time local students, they have concessions of half price tickets.
Lastly, in order to attract consumers in the long term, the Privileged Festival Friends/Student Friends are also able to get the best available seats for the 2010 Arts Festival.
Conclusion
In comparison, I think that the two festivals have done a very good job in their marketing strategies, and they have also attracted many audiences throughout the years. Not only do they cater to the locals, they also have services for overseas people who wants to attend the performances.
However, my opinion is that, the Singapore Arts Festival had a better marketing strategy as compared to the Hong Kong Arts Festival.
The areas where I think Singapore Arts Festival did a better job are the Partnerships and Promotions. Singapore Arts Festival has many partnerships with different areas of the economy, like the media, embassies and even SMRT, whereas the Hong Kong Arts Festival only has a few partnerships.
With more partnerships, there will be more benefits to the partners. Not only will the festival stand to gain from the partnerships, their partners will also have some benefits. Furthermore, increased partnerships will mean that, there will be more advertisements and more people knowing about the festival. This point leads on to the next area, Promotions.
Many more information could be obtained in the internet for Singapore Arts Festival, as compared to the Hong Kong Arts Festival. There were also many more banners that could be found in the internet at different parts of the island in Singapore, but none could be found for the Hong Kong Arts Festival.
Also, there were many advertisements on the television, showcasing the Singapore Arts Festival in Channel 5 and okto channel, as these two are the official media station and supporting media station. The Hong Kong Arts Festival does not have any official media station though.
Thus, in comparison, I think that Singapore Arts Festival had a better marketing strategy than the Hong Kong Arts Festival.
c) Inform your reader about these best practices.
Some of the best practices that Singapore Arts Festival had were their great advertising, their partnerships with so many organisations, their planning of the performances and the ticketing of the performances.
The Singapore Arts Festival 2009 was a very major arts event, which just ended days ago on 14 June. It attracted many people of all ages, from the young kids to the senior citizens.
No matter what age range you are in, there is something for you.
The Singapore Arts Festival had advertisements in almost every part of Singapore. Television shows which reached almost everyone in Singapore, Facebook, Twitter and blog for the younger generation, news in newspapers like The Straits Times, and Channel News Asia, and even schools, where students are informed about the arts festival.
While I was at the Crackers?, the closing celebrations of the Singapore Arts Festival, I asked some of the visitors there, how they got to know about the event.
A group of students answered that their teacher introduced to them this festival, and they found it quite interesting, so they decided to go to the closing celebration at Yishun.
Another lady with her child answered that her daughter performed in the festival, and also through the newspapers. Another lady with her elderly parents answered that they got to know about the festival through The Straits Times.
Thus, I think that the advertisements is one of the best practices of the Singapore Arts Festival, as advertisements create awareness amongst the locals, and also overseas people who might want to visit Singapore due to this particular festival.
The partnerships with so many organisations allowed the Singapore Arts Festival to have many more benefits and advertisements. With partnerships, there will be more discounts for various services and items like the Marina Mandarin Singapore hotels. There can also be more performances and events with partnerships.
For example, the partnership with Esplanade Presents produced many free performances like the Flipside performances. Also, many paid performances were held at the Esplanade, also because Esplanade is a symbol of Singapore’s arts culture.
The partnership with the official media stations, Channel 5 and okto channel meant that the Singapore Arts Festival could save down a lot on broadcasting and having advertisements in the television. Whilst people pay more than $3000 to have their advertisements in the television, partnership with Channel 5 and okto channel allows the Singapore Arts Festival to have large scale advertisements for free, or maybe a meagre amount of money.
Lastly, as this is an international arts festival, the partnership with Singapore Tourism Board will help much as they can help in advertising to overseas partners and also tourists.
Thus, I think that, this is one of the best practices of the Singapore Arts Festival as partnerships with other organisations are very vital in marketing strategies.
The Singapore Arts Festival had great planning of their performances in my opinion. Not only did they have their performances spread across the whole of Singapore, they also have it at different timings, to suit the busy lifestyles of the locals.
Also, most people are not willing to travel right to the other end of Singapore just to watch a show. Thus, there are many different performances at areas like Cineleisure, Vivo City, Orchard, Esplanade and even Yishun. 2 two band performances that I went to were at Esplanade, and the final closing celebration Crackers?, was at Yishun.
Also, I experienced that the festival not only planned the events, they also prepared some augmented products for its visitors. While waiting for the crackers to start at Yishun, the volunteers went around giving earplugs. These earplugs were catered to those people who might be afraid of the loud noises that the crackers create during the show.
In addition, before the show, the volunteers also went around briefing the visitors about the show, like telling people about the options in the show. Standing near to the outer circle would mean that there will be more smoke and more noises, whereas standing at the middle, or near to the inner circle would mean that they would be more protected. We were made to make our own choices, to stand near the outer circle, or inner circle.
I think that the show not only allows us to enjoy the crackers and fireworks, also, it taught us a lesson that in life, we have to make our own choices, and stand by it.
Also, there is a calendar of events that could be found online, and visitors are able to choose their own free time to go to these events and performances.
Lastly, I think that the last best practice that the Singapore Arts Festival has done is the ticketing of the performances. There were wide ranges of the ticketing prices, and there were even free performances for its visitors. Especially at today’s times, where the economy is in recession, the free performances still allow people who love arts to go and experience arts, without having to pay anything.
However, those paid performances, are not too high-end, which makes it affordable for people. Furthermore, there are also concessions for students, senior citizens and NSFs at 20% discount for the tickets. For big groups or school bookings, the prices can even be further negotiated, to fix a price that will benefit both parties.
Also, with the free membership of the ArtsFest Club Card, members are able to get discounts for the tickets. I think that this is vital, as ticketing gimmicks like these will help to attract more people to the festival.
For the Hong Kong Arts Festival, I think that they have two best practices. One of it is that, they have a ‘My Planner’ in the website, which allows their consumers to plan out their schedules, and also find out which timing of the show they can go to. However, they do not have a calendar of events, which makes it quite difficult for its consumers to see the timings of the performances.
Since 1999, Hong Kong Arts Festival had its first Affinity Card with the arts. I think that this is a best practice for arts festivals. As nowadays, credit cards are very popular, especially among adults; this would be a very good way of attracting visitors to go to the festival. Furthermore, with the application of this card, there are some freebies along, and also, there will be discounts for the tickets purchased with the MasterCard. Lastly, consumers who would like to contribute to the festival can also do so, by buying more tickets to more performances. This is said so, as for every dollar spent, Wing Hang Bank will donate 0.35% of the amount purchased towards the support and development of the Hong Kong Arts Festival’s programmes and events. I think that this is a best practice as many people would like to do their part for arts, but often, they do not know how to do it.
d) Identify the stakeholders in these festivals;
From Wikipedia, stakeholder is a person, group, organisation, or system who affects or can be affected by an organisation’s actions. From our lecture notes, the stakeholders (both internal and external) are individuals, groups of people or organisations who have vested interest in the success of the event. Also, they are usually the host organisation, host community, participants and spectators, co-workers, media, and lastly sponsors.
For Singapore Arts Festival, the host organisation is the National Arts Council Singapore. The host community is Singapore. The participants and spectators are the performers from local, and performers from overseas; and the spectators are the audiences, mostly from local. The co-workers are the volunteers, crew and everybody who helped to make the Singapore Arts Festival a success. The media are the Channel 5 and okto channel. And lastly, the sponsors are as below.
Major Sponsors –
· Lee Foundation
· Urban Redevelopment Authority
· Hong Leong Foundation
· Vivo City
· WingTai Asia
· Raffles City
· PUB
· Suntec Singapore
· SMRT
Sponsors –
· Marina Mandarin Singapore
· Singapore Chinese Chamber of Commerce and Industry
· Starhub Cable Vision
· Yahoo!
Supporters -
· Australian High Commission
· Business Traveller
· Creative Eateries
· Cultures France and the French Embassy
· Embassy of Sweden
· Embassy of the Kingdom of the Netherlands
· Embassy of the Kingdom of Spain
· Esplanade – Theatres on the Bay
· EZ-Link
· GameAxis
· Goethe-Institut Singapore
· Harry’s
· Hasbro Singapore
· The Heeren Shops
· Italian Cultural Institute Singapore
· JCDecaux Singapore
· National Environment Agency
· Rendezvous Hotel Singapore
· Tan Ean Kiam Foundation
Venue Partners -
· Dome Marina Square
· Housing & Development Board
· LASALLE College of the Arts
· National Park
· SBS Transit
e) Reflect on the main purpose of this event or festival;
Singaporeans have always had a misconception of arts. They often think that arts is very boring. And for the past years, Singapore has always been trying to get their citizens to be more involved in arts. I think that, the main purpose of this festival is to arouse more interest in arts from Singaporeans. And also, the Singapore Arts Festival also allows artists from locally and internationally to showcase their talents.
Especially in Singapore, there are not many places for artists to flaunt their talents. Thus, I think that, the Singapore Arts Festival can allow the artists to perform, and also allow more people to have a better idea and concept of arts. However, not many people will get to perform in the Singapore Arts Festival, as they will select carefully which artists to invite. Only when you have real passion and real talents, then you may be selected to perform during the Singapore Arts Festival.
In addition, the festival wants the host communities to be inspired by the arts, and hoping to have more artists discovered through this festival. The festival wants Singapore to have more local artists, and also make Singapore a city well known for its arts and arts talents.
f) Comment on the amount of tourism benefits received by the host city of the chosen event.
The World Tourism Council estimates that travel and tourism provides employment for more than 100 million people worldwide (that's one in sixteen workers) and is responsible for over 7% of world wide capital investment. This is the statistics for employment that are created by tourism from Fraser Coast.
Tourism benefits can be furthered separated into a few areas, where the tourism benefits will be clearer readers. The few areas are political, economical, social and cultural impacts and lastly, physical and environmental impacts.
Political impacts are the extent of the ability of festivals and events to raise the profile of politicians and the cities and state they govern in, from our lecture notes. For Singapore Arts Festival, the amount of tourism benefits received by the host city, Singapore through political impacts would be the increasing of awareness that Singapore is becoming an arts country.
Economical impacts are what affect the population and the country directly. With tourists entering into Singapore for the Singapore Arts Festival, there will be multiplier effect, when one tourist dollar will be multiplied into more than one dollar eventually. Also, there will be many areas which are affected; such the tourists will have to spend money on lodging, shopping, food and beverages, and of course, also on the Singapore Arts Festival. Thus, the amount of tourism benefits received by Singapore due to the Singapore Arts Festival economically is very huge, and it can be vital to Singapore’s economy.
With more tourists coming into Singapore, there will be more employment opportunities such as hotel industry will need to hire more people to cater to the increased in number of tourists. And more tourists will lead to increased in consumption of local fare and even luxury food, thus leading to even more employment opportunities.
Social and cultural impacts will be the benefits gained by the locals in Singapore. Singaporeans will have shared entertainment experience, where Singaporeans are able to watch performances together. There is also increased pride. In Singapore, where there are several different races, there is different performances for different races, make them feel proud of their own races. Also, community participation is also increased, as some artists from Singapore will be invited to perform, like The Pinholes.
The Singapore Arts Festival also benefited Singaporeans as locals were able to broaden their horizons, and they were also able to see how artists from other countries performed, and learn from them, and get exposed to new and innovative ideas.
Lastly, it is the physically and environmental impacts. When we invite overseas artists to perform at the Singapore Arts Festival, we also have to care about our environment, so that we are not looked down on, by other countries which are very clean.
Conclusion
I think that the Singapore Arts Festival has brought about much tourism benefits for Singapore. Not only did it attract many tourists to come Singapore specially for the Singapore Arts Festival, it has also made tourists spend much money in Singapore, thus creating a multiplier effect, and also more employment opportunities for the locals. Singaporeans also gain when tourists come into Singapore, and communicate with the locals. Singaporeans will learn more about the cultures in overseas, and also widen their horizons.
In addition, Singapore will be viewed even more of an arts country after the Singapore Arts Festival, and will bring sophistication to the country’s reputation.
Individually, after attending a few of the Singapore Arts Festival performances, I find myself more interested in arts, and that, my opinion of arts has changed gradually. Before this, I was never into arts, but the Singapore Arts Festival has allowed me to be more exposed to arts, and I understand that arts can be in many forms too, not only in drawing. Crackers? is a fun way of experiencing arts, and so is music. I hope that the Singapore Arts Festival will continue to have its annual event, and have more forms of arts that I, and the normal Singaporean can go to, and enjoy.
References
http://www.esplanade.com/whats_on/programme_info/shakerattlerockroll/index.jsp
http://en.wikipedia.org/wiki/Marketing_strategy
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http://www.discoverhongkong.com/eng/events/arts-culture-hk-arts-festival.html
http://guides.travelchannel.com/hong-kong/attractions/art-exhibitions/modern-art/317928.html
http://emagazine.credit-suisse.com/app/article/index.cfm?fuseaction=OpenArticle&aoid=253910&lang=EN
http://www.singaporeartsfest.com/festivalbloggers/
http://www.worldeventsguide.com/event/1216/Singapore/Singapore-Arts-Festival.html
http://farm4.static.flickr.com/3411/3526390069_3f279e8c69.jpg
http://blogs.nlb.gov.sg/epcl/programmes-promotions/library-esplanade-singapore-arts-festival-2009/
http://www.hk.artsfestival.org/en/book/
http://www.singaporeartsfest.com/ticketing/
http://2009.singaporeartsfest.com/pdf/SAF_Guide_2009.pdf
http://www.hk.artsfestival.org/en/book/benefits
http://www.frasercoastholidays.info/membership/membership/benefits-of-tourism.cfm
http://www.hk.artsfestival.org/images/en/home_en.jpg
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http://www.clubsnap.com/forums/showthread.php?p=5178781
http://2009.singaporeartsfest.com/
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