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The greatest Festival and Events organiser !
Welcome to Aloysius Festivals and Events Journal
[Festival Manager]
Aloysius Chay
10May1991
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Flipside, an event that goes along with the Singapore Arts Festival, is hosted from 21 May to 14 June for people of all ages. The whole Esplanade is brought to life with the assortments of performances all around the area. You can get a ticket for $35 for performances in the Recital Studio or go on to the Concourse or Outdoor Theatre to enjoy free performances! Flipside is definitely the ultimate entertainment for people of all ages.
Another festival similar to Flipside and which I am going to use to compare is
Summerfest (also known as "The Big Gig") is a yearly music festival held at the 75-acre Henry Maier Festival Park along the lakefront in Milwaukee, Wisconsin. The festival lasts for 11 days, is made up of 11 stages with performances from over 700 bands, and since the mid-1970s has run from late June through early July, always including the 4th of July holiday. Summerfest attracts between 800,000 and 1,000,000 people each year, promoting itself as "The World's Largest Music Festival," a title certified by the Guinness World Records in 1999. Summerfest is run by the non-profit organization Milwaukee World Festival, Inc.
Summerfest features both local and nationally known music talent from a variety of music genres. The event also provides the opportunity to sample a wide variety of food from many Milwaukee-area restaurants. Other Summerfest attractions include comedy acts, shopping vendors, fireworks (including "The Big Bang" on opening night), other special attractions, family activities and more.
The difference in marketing strategy between the two festivals is that Summerfest do get more media coverage than Flipside!. Summerfest advertises itself as the World's Largest Festival and it is indeed true and verified by the Guinness Book of World Records. This gives them an extreme edge over Flipside! and all other festivals as reporters and journalists will be willing to come and do coverage on the event itself.
Summerfest also has many prestigious and famous sponsors that are widely appreciated through the world. Supporters of the sponsors will also come to the event knowing that it is sponsoring the event. Examples of such sponsors are Pepsi and Harley Davidson. Summerfest has over 20 media sponsors and that is definitely enough to spread the message about the event. Flipside! on the other hand is an event in Esplanade that has little sponsoring advantage. Nokia is one of the sponsors of Esplanade and it is therefore not enough to overpower Summerfest's superior sponsorship advantages.
Another marketing strategy adopted by both festivals is the excellent location and place of the event. Summerfest is being held at The Henry W. Maier Festival Park, also known either as the Henry Maier Festival Grounds or as the Summerfest Grounds, is a festival park in Milwaukee, Wisconsin, in the United States. The Park is named for Henry Maier, Milwaukee's longest-serving mayor. However, Flipside! may have a advantage as it is held at Esplanade in Singapore which is quite a famous place itself. Esplanade is the largest arts centre to be opened in Singapore with its distinct Singapore taste of durian shaped architecture. It is also known internationally as it is one of the higher end art centres with new innovations on theater architecture. People going there for other events might also see the performances at Flipside! and may decide for a impromptu performance.
The next marketing strategy im going to look into is Promotions by the two events. Flipside! only have 2 prices for ticketed shows which is $35 for regular tickets and $27 for students, NSFs and senior citizens. They did not put much effort into price promotions whereas on the other hand Summerfest is different. There are many price promotions and free ticket admission promotions. For example, if you donate three non-perishable food items you will receive one free admission ticket. There is much more promotions than Flipside! and the people can take advantage of the promotion to visit the event.
Summerfest also has packaging with other attractions and services such as Discovery World's touch bank and Milwaukee Center for Independence (MCFI) . This will increase their coverage as both events advertise for each other.
The best marketing strategy in my own opinion is to have prestigious sponsors and also an excellent event location. With prestigious sponsors, people will automatically think of the event as a major event and want to be part of it. Supporters of the sponsors will also participate in the event in order to support the sponsors. An excellent event location will draw crowds to the place even without knowledge of the event being held. With the high traffic of human flow, word will definitely get around that a event is being held at the location.
Stakeholders of Flipside! event.
Stakeholder is any person, group, organization, or system who affects or can be affected by an organization's actions. The stakeholders of Flipside! are customers, owner, society, government, employees and the supplier. If the event does not profit then the stakeholders will also be adversely affected by it.
The customer is a important part of the event as customer satisfaction will affect other customers also. If the customer is satisfied , he/she will support the event and the atmosphere is eventually created through the participants/customers.
The society also plays a part in the event as the attendance of the event will dictate however big and grand the event is itself. If the event has low participation rate by the society, it will not be a massive event. Just like Summerfest, it is the largest musical festival due to the highest amount of attendance.
The government also has to approve of the event taking place . Many administration things have to go through the government to happen such as facilities, water/electricity supply and much more.
The employees of the event also plays a major role in the event. The level of enthusiasm and work commitment of the employees will affect the service quality of the event and also the customers which will eventually affect the entire event. Therefore it is essential to have a motivated work force to create the perfect event.
Finally, the supplier is the backbone of the event. Without the supplier, the event cannot take place as the equipment will be provided by the suppliers. If there is shortage of equipment the event might not be as smooth sailing as it can be.
The main purpose of Flipside! at Singapore Arts Festivals is to of course showcase the different art forms and talents of people all around the world. It is also to ultimately promote Singapore as an arts destination. Artists and art enthusiasts can also come to appreciate the art and enjoy the different performances.
The tourism benefits received by Singapore is many. One of such is the political impacts. Singapore will have enhanced profile as an arts center and also social cohesion within the community. Eventually there will be increase in investments by other countries as they spot Singapore as an potential investment place. Sooner or later, Singapore might just be recognised at a international level for its arts.
The next tourism benefit received would be the economic benefits. Tourism revenue will definitely increase as people will be attracted to the host country to see the country and other attractions of the host country. Business opportunites can also be made by Singapore to showcase their expertise. Singapore will take advantage by showcasing their high technology art equipments and advanced stage performances during Flipside!. Flipside! also requires workers therefore employment is created during the event itself. There will also be increased tax revenue as almost everything is tax payable and with the influx of tourists there will be increased consumption.
The next impact would be social and cultural benefits. Flipside! will lead to increased community participation as you dont have to nessasarily get a ticket in order to enjoy the performances but u can watch free performances at the concourse. Singapore can also take advantage of the festival to showcase the cutural heritage of Singapore and expose the people to different customs or ideas. This will broaden people's cultural horizon.
Finally, there will be environmental and physical benefits. Environmental awareness will be raised through the event and the people will take care of the environment in the future. Transporation and communications will also be improved in order to make the event and place miore accessible. Singapore is currently extending the Mass Rapid Transit lines to make the whole country accessible by public transport.
References : http://en.wikipedia.org/wiki/Henry_Maier_Festival_Park
http://en.wikipedia.org/wiki/Summerfest
Sunday, June 21, 2009
_Flipside! at the Esplanade ( Singapore Arts Festival)
Flipside, an event that goes along with the Singapore Arts Festival, is hosted from 21 May to 14 June for people of all ages. The whole Esplanade is brought to life with the assortments of performances all around the area. You can get a ticket for $35 for performances in the Recital Studio or go on to the Concourse or Outdoor Theatre to enjoy free performances! Flipside is definitely the ultimate entertainment for people of all ages.
Another festival similar to Flipside and which I am going to use to compare is
Summerfest (also known as "The Big Gig") is a yearly music festival held at the 75-acre Henry Maier Festival Park along the lakefront in Milwaukee, Wisconsin. The festival lasts for 11 days, is made up of 11 stages with performances from over 700 bands, and since the mid-1970s has run from late June through early July, always including the 4th of July holiday. Summerfest attracts between 800,000 and 1,000,000 people each year, promoting itself as "The World's Largest Music Festival," a title certified by the Guinness World Records in 1999. Summerfest is run by the non-profit organization Milwaukee World Festival, Inc.
Summerfest features both local and nationally known music talent from a variety of music genres. The event also provides the opportunity to sample a wide variety of food from many Milwaukee-area restaurants. Other Summerfest attractions include comedy acts, shopping vendors, fireworks (including "The Big Bang" on opening night), other special attractions, family activities and more.
The difference in marketing strategy between the two festivals is that Summerfest do get more media coverage than Flipside!. Summerfest advertises itself as the World's Largest Festival and it is indeed true and verified by the Guinness Book of World Records. This gives them an extreme edge over Flipside! and all other festivals as reporters and journalists will be willing to come and do coverage on the event itself.
Summerfest also has many prestigious and famous sponsors that are widely appreciated through the world. Supporters of the sponsors will also come to the event knowing that it is sponsoring the event. Examples of such sponsors are Pepsi and Harley Davidson. Summerfest has over 20 media sponsors and that is definitely enough to spread the message about the event. Flipside! on the other hand is an event in Esplanade that has little sponsoring advantage. Nokia is one of the sponsors of Esplanade and it is therefore not enough to overpower Summerfest's superior sponsorship advantages.
Another marketing strategy adopted by both festivals is the excellent location and place of the event. Summerfest is being held at The Henry W. Maier Festival Park, also known either as the Henry Maier Festival Grounds or as the Summerfest Grounds, is a festival park in Milwaukee, Wisconsin, in the United States. The Park is named for Henry Maier, Milwaukee's longest-serving mayor. However, Flipside! may have a advantage as it is held at Esplanade in Singapore which is quite a famous place itself. Esplanade is the largest arts centre to be opened in Singapore with its distinct Singapore taste of durian shaped architecture. It is also known internationally as it is one of the higher end art centres with new innovations on theater architecture. People going there for other events might also see the performances at Flipside! and may decide for a impromptu performance.
The next marketing strategy im going to look into is Promotions by the two events. Flipside! only have 2 prices for ticketed shows which is $35 for regular tickets and $27 for students, NSFs and senior citizens. They did not put much effort into price promotions whereas on the other hand Summerfest is different. There are many price promotions and free ticket admission promotions. For example, if you donate three non-perishable food items you will receive one free admission ticket. There is much more promotions than Flipside! and the people can take advantage of the promotion to visit the event.
Summerfest also has packaging with other attractions and services such as Discovery World's touch bank and Milwaukee Center for Independence (MCFI) . This will increase their coverage as both events advertise for each other.
The best marketing strategy in my own opinion is to have prestigious sponsors and also an excellent event location. With prestigious sponsors, people will automatically think of the event as a major event and want to be part of it. Supporters of the sponsors will also participate in the event in order to support the sponsors. An excellent event location will draw crowds to the place even without knowledge of the event being held. With the high traffic of human flow, word will definitely get around that a event is being held at the location.
Stakeholders of Flipside! event.
Stakeholder is any person, group, organization, or system who affects or can be affected by an organization's actions. The stakeholders of Flipside! are customers, owner, society, government, employees and the supplier. If the event does not profit then the stakeholders will also be adversely affected by it.
The customer is a important part of the event as customer satisfaction will affect other customers also. If the customer is satisfied , he/she will support the event and the atmosphere is eventually created through the participants/customers.
The society also plays a part in the event as the attendance of the event will dictate however big and grand the event is itself. If the event has low participation rate by the society, it will not be a massive event. Just like Summerfest, it is the largest musical festival due to the highest amount of attendance.
The government also has to approve of the event taking place . Many administration things have to go through the government to happen such as facilities, water/electricity supply and much more.
The employees of the event also plays a major role in the event. The level of enthusiasm and work commitment of the employees will affect the service quality of the event and also the customers which will eventually affect the entire event. Therefore it is essential to have a motivated work force to create the perfect event.
Finally, the supplier is the backbone of the event. Without the supplier, the event cannot take place as the equipment will be provided by the suppliers. If there is shortage of equipment the event might not be as smooth sailing as it can be.
The main purpose of Flipside! at Singapore Arts Festivals is to of course showcase the different art forms and talents of people all around the world. It is also to ultimately promote Singapore as an arts destination. Artists and art enthusiasts can also come to appreciate the art and enjoy the different performances.
The tourism benefits received by Singapore is many. One of such is the political impacts. Singapore will have enhanced profile as an arts center and also social cohesion within the community. Eventually there will be increase in investments by other countries as they spot Singapore as an potential investment place. Sooner or later, Singapore might just be recognised at a international level for its arts.
The next tourism benefit received would be the economic benefits. Tourism revenue will definitely increase as people will be attracted to the host country to see the country and other attractions of the host country. Business opportunites can also be made by Singapore to showcase their expertise. Singapore will take advantage by showcasing their high technology art equipments and advanced stage performances during Flipside!. Flipside! also requires workers therefore employment is created during the event itself. There will also be increased tax revenue as almost everything is tax payable and with the influx of tourists there will be increased consumption.
The next impact would be social and cultural benefits. Flipside! will lead to increased community participation as you dont have to nessasarily get a ticket in order to enjoy the performances but u can watch free performances at the concourse. Singapore can also take advantage of the festival to showcase the cutural heritage of Singapore and expose the people to different customs or ideas. This will broaden people's cultural horizon.
Finally, there will be environmental and physical benefits. Environmental awareness will be raised through the event and the people will take care of the environment in the future. Transporation and communications will also be improved in order to make the event and place miore accessible. Singapore is currently extending the Mass Rapid Transit lines to make the whole country accessible by public transport.
References : http://en.wikipedia.org/wiki/Henry_Maier_Festival_Park
http://en.wikipedia.org/wiki/Summerfest
played at9:52 AM
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