Fest&Events

Field Trip Reflection Journal
Name: Khoo Pu Yuan Group: T:09 Admission Number: 0703116D

1. Introduction

1.1 Purpose/Objective

The objective of the report is to identify the various components of the event marketing mix that has been adopted in the Singapore Biennale Festival 2008 and to evaluate on the effectiveness of these components in contributing towards the success of the festival. The report will also consider the role of the Singapore Biennale Festival 2008’s role to Singapore and its value to the tourism economy.

The methodology of my research will be based on a field trip conducted at City Hall, the Singapore Biennale website and the guide book of Singapore Biennale 2008.

1.2 Background

The Singapore Biennale is an international contemporary mega visual arts exhibition. It is organized by the National Arts Council in partnership with the National Heritage Board of Singapore. It aims to position Singapore as an international centre and regional leader in the area of visual art. The event encourages artists from Singapore and other countries to share their art exhibits, thus promoting Singapore’s interaction with the international art world.

The Singapore Biennale started from 2006 as part of Singapore’s 2006 events which included the 2006 Annual Meetings of the International Monetary Fund and the World Bank Group. It was a very successful event, attracting more than 883,000 people and more than 1000 press articles. The rationale behind the concept of Singapore Biennale 2006 was a result of linking street culture with visual art, an intervention of art into public spaces, allowing art to be an integral part of everyday life. The theme of 2006 was on Belief, and examined ways in which people’s beliefs are reflected and explored through contemporary art.

The Singapore Biennale 2008 features 137 artworks by 66 artists and art collectives from more than 35 regions and countries. It is a follow up event of Singapore’s Biennale 2006.

The Singapore Biennale 2008 had a different concept, in a different framework and with different artists. The theme for Singapore Biennale 2008 is Wonder. It serves to open one’s mind, to recognize, challenge, to be awed and amazed by the arts of the event.

The artistic director for the event is Fumino Nanjo, who is accompanied by a curatorial team of Joselina Cruz and Matthew Ngui have worked in selecting the 66 artists for the Biennale 2008. The exhibits will be shown at three main venues- City Hall, Marina Bay and South Beach Development. The Singapore Biennale 2008 runs from 11 September to 16 November 2008.

2. Evaluation of the Effective Use of Marketing Mix

Product (mostly a service, quality is essential)

The product mix is about what customers need, want and will pay for. It is the combination of products and services, whether for free or for sale, that are aimed at the needs of the target market.

The core service of the Singapore Biennale 2008 is the customer’s experience in viewing the arts exhibits brought about by the 66 artists and art collectives from more than 35 countries and regions based on the theme, Wonder. The staff of the event is made up of interns and volunteers who provide advice to the visitors with their knowledge and guidance. They make the experience fun and enriching.

The tangible or expected product is the three different exhibition sites, City Hall, South Beach Development, and Marina Bay. They are of walking distance to each other. The tangible product also includes the admission tickets which are priced at $10 each with half price discounts for full time students, elderly and children. The ticket includes single-entry passes to art exhibits at City Hall and South Beach Development.

The augmented product or additional features of Singapore Biennale 2008 is its educational program aimed at building new audiences and also to allow children to experience and learn art at a young age. There are a series of programmes for tertiary students, ranging from secondary schools to junior colleges such as the Biennale Race 2008 which requires teams to complete tasks and challenges and peer-led guiding which allows students to organize guided tours.

There are also complimentary guided tours scheduled on weekends at City Hall and South Beach to allow visitors to understand the artworks better. The guide is conducted in English. Group tours can also be conducted as there are scheduled group bookings. There are self-guided tours for visitors to be able to download and hear the Singapore Biennale Guide on its website. It is available in English and Mandarin.

The artists are being specially selected by the artistic director, Fumino Nanjo and his curatorial team of Joselina Cruz and Matthew Ngui.

There is also the “encounters” series, which is part of a community building program for the interested public and artists to interact in “get together sessions”.

There is also the kids’ biennale, a separate art integrated program aimed at teaching primary school students art.

I think that Singapore Biennale has used its product mix to a great effect. It focuses in bringing art exhibits to visitors in an enclosed environment such as City Hall and South Beach, whereby visitors can be able to experience art in a unique setting in closed chambers. The short walking distance between City Hall and South Beach will also encourage visitors to visit both venues. The price tickets of $10 are reasonably priced and are affordable to the general public. It is also affordable for tertiary students like us as we get to purchase tickets at half price. The Singapore Biennale has also identified the needs of different target markets to the event, namely the adults, tertiary students and primary children. Therefore a kids’ biennale was incorporated for the children to experience art as well. Students also get to form guided tours to be able to know the artworks better.

Place (location, setting, ambience, destination features)

It is the location and setting of the event, ambience and atmosphere of the place and the distribution of event products and how they are sold to customers.

The artworks of the Singapore Biennale 2008 are held in separate venues, namely City Hall, South Beach Development and Marina Bay. Each location provides a different experience to the visitor, South Beach Development representing the past of Singapore, City Hall the present in transition, and Marina Bay the future.

City hall which is erected between 1926 and 1929 for Singapore’s municipal administration has played a vital role in the country’s history. Singapore’s internal self-administration and independence were both proclaimed in this historic building.

The artworks of the event were placed inside this building, in court chambers. Therefore, visitors get to admire the interior design of the building along with the artworks.

Tickets to the event can be purchased at the ticketing booth of the venues itself, City Hall and South Beach Development. Limited complimentary tickets are also available at the Containart Pavillion, constructed on the Central Promontory Site at Marina Bay. It is a structure of stacked sea fleet containers, a creation of Japanese architect Shigeru Ban and is the symbol of Biennale 2008. It creates a strong visual presence for the event.

I think that the use of “placing” mix has been of good effect. The choice of venues selected for the Singapore Biennale’s artworks have been chosen carefully and is appropriate for the artworks. For example, holding art exhibits at City Hall which is a national monument not only serves to create national awareness, but also to allow tourists to view the artistic part of the building itself. A vastly different ambience is experienced at South Beach whereby temporary spaces are used to present artworks in a full tropical humidity.

Programming (elements of style, quality)

It talks about event portfolio including the (1) mission, (2) the desired level of quality that satisfies artistic and market criteria, and (3) the revenue or profit objectives of event managers.

Programming is also about distinguishing core concept in the program and to marry the event program with its physical environment or site, role and operational approach of the artistic director/producer, established criteria for program content.

The Singapore Biennale has married the event program with each of its physical environment, City Hall, South Beach Development, Marina Bay. The Artistic Director, Fumio Nanjo has selected artworks from 66 artists and different artists’ works are shown in different venues, and the art works are portrayed in accordance to the setting of the venues. The artworks that are exhibited are based on a theme, Wonder which calls for visitors to be awed, tantalized and challenged by the arts.

The event’s mission is to position Singapore as an international centre and leader of visual art in the Asian region. It encourages Singaporean artists to interact with the international world, through sharing of art exhibits.

The programming mix has been used to a fair extent such that the mission of the event was laid down and the artworks were shown in different venues of style. However,

I think that the Singapore Biennale is lacking in the programming mix as it does not state the revenue or profit objectives of the event. It would be better if profit objectives are stated so that efforts will be

People (the “cast” which are the staff and volunteers, audience, hosts and guests)

It consists of internal marketing, a process of developing team spirit and a customer orientation among staff and volunteers. It is about interaction between customers, the setting and host-guest relations and hospitality received by customers.

The “cast” of Singapore Biennale, its staff and volunteers are dedicated in sharing their experience and advice on its art exhibits with the customers, creating an enriching interaction for them. The Singapore Biennale offers a wide benefits and incentives for volunteers and interns such as CIP points and certificate of appreciation. The Singapore Biennale has well stated criteria for interns and volunteers on its website, thereby standardizing the service quality and responsibilities that they provide. Interns and volunteers are also able to sign up through the website.

The Singapore Biennale has guided tours with guides bringing visitors around art exhibits and this promotes the host-guest relations and creates good interaction among customers. Classes are also conducted in the kids’ biennale section to teach art to children.

I think that the Singapore Biennale has done significantly well in its “people” mix, it has identified the needs of the interns and volunteers, and satisfy their needs in exchange of their contribution to the event. For example, volunteers and interns hope to get CIP points, by providing them with CIP points and even transport allowances, their basic needs are fulfilled. Therefore, there is motivation in the staff and a team spirit in carrying out the event. The helpfulness of the staff can be seen when they offer to help visitors take group pictures, and by directing them to the nearest toilets.

Partnerships (joint marketing, stakeholders in producing the event)

It is about joint marketing initiatives, a jointly marketed event that may promote the destination before the event.

Singapore Biennale has various partners ranging from government agencies, institutional, exhibition, venue partners, education and outreach partners and a whole lot of main and preferred sponsors.

One example of Singapore Biennale using its venue partner to showcase its artworks is in the case of Raffles City Shopping Centre. It made use of a space at the forefront of its building to display a unique piece of artwork, Fantasmas, by Isaac Montoya. It showcases different expressions of different people by viewing through colored panels. It tells us that art can be viewed differently in different angles and the various faces portray different emotions of its own. The information panel tells curious visitors about the artwork and also Singapore Biennale 2008. Government agencies include SLA, LTA and Preservations of Monuments Board which is in support of the venue of City Hall, a national monument.

I think that the partnership mix has been used to great effect as I have seen many sponsors from various levels supporting the event such as travel agency( Trade winds), Venue partners such as Raffles City, government and main sponsors such as URA,

Joint marketing is being used such as in the case of Raffles City, by allowing art exhibit to be shown at the forefront of the building, it encourages visitors to shop there as well. Another community partner, Passion card has combined with the event in including special discount of 30% off ticket prices for card members and encourages the use of Passion card.

Communications (promotion) (advertising, public relations, sales promotions, destination/event image)

It is the ongoing management and relationship building, and not just on-off efforts.

There are press room releases on the website which talks about the background of Singapore Biennale. Prior to the opening of the event, a free brochure will be made available with details about the event. It is also followed up by a catalogue which includes installation photographs.

A series of exhibitions organized by the NUS Museum will be held during the period of Singapore Biennale as an accompanying programme thereby increasing the event’s awareness.

There are many sales promotions. Promotions for admission tickets include the one-for-one promotion, card promotion, related F&B promotions and there are even F&B promotions at various outlets at the Singapore Flyer.

Some of the media partners of Singapore Biennale 2006, such as Singapore Art Gallery Guide and Universes in Universe have helped promote the event by posting art information of the Biennale on their websites.

The Singapore Biennale 2008 has used its promotions mix fairly well. By having various forms of sales promotions, it has urged different types of target markets to take a look at the art exhibits, the one-for-one and card promotions are a great way of encouraging visitors who are unaware of the event to take a closer look. However, I find that the advertising part of the promotions mix can be improved better. The event can be marketed better to different target markets such as having radios broadcast event details to appeal to the youth market, posting the event on business newspapers to appeal to the working adult. Etc.

Packaging and distribution (intermediaries, sales)

It is the combination of elements offered for sale at a single price. It is about lowering costs, maximizing convenience, or providing “value added” in the form of extra features that cannot be obtained otherwise.

Events can be packaged with other events or services.

An example of the Singapore Biennale packaging its products is in the combination of different venues of artwork into a single ticket. Artworks are shown at City Hall, South Beach Development and Marina Bay. By purchasing a single ticket, customers are entitled to one time visits to City Hall, South Beach Development and with an additional $21 to Singapore Flyer at Marina Bay.

Customers can visit another venue at different days within the period of the event, and the venues are also of short walking distance from each other, thereby maximizing convenience of customers.

Another instance of price packaging is the discount of 30% provided to customers if they are passion card holders. There is also a 20% discount for Mc-cafe customers. Visitors who own a passion card will more willing to purchase admission tickets.

I think that the Singapore Biennale has used its packaging mix to good use as they recognize the need of convenience for its customers. By packaging 3 venues together at a relatively low price of $10, customers will get the impression that they gain a 3-in-1 offer and will be more tempted to buy the tickets. However, I feel that the Singapore Biennale can improve on its packaging mix by incorporating other forms of elements such as having a lucky draw contest with the tickets purchased or for customers to get a free signature of selected artists. Though the venues are relatively of short distances, others such as the elderly might not want to travel. Hence, the event can provide free shuttle bus services between the three venues, which can facilitate movement of visitors faster and encourage more attendance.

Price (admission, packages, merchandise)

Pricing involves costs such as time, travel costs, or lost opportunities. There may be different prices for products including admission, merchandise, vendor rentals, and sponsorship fees.

The travel costs of the event is relatively low as the venues are all situated near Mass Rapid Transit Stations, visitors only have to pay a cheap fare for a ride down to the selected venues.

The time taken for visitors to view the exhibits of each venue varies between each visitor.

The admission tickets of an adult was priced at $10, with students, elderly, children showing concession pass with a 50% discount. Short guides are provided at $6. An additional $21 from an adult ticket is needed for entry to the Singapore Flyer’s art exhibits. There are also ticket promotions of 30% of for passion card holders and 20% off for Mc-cafe customers.

Merchandises are provided in the form of a catalogue book, which includes installation pictures of art exhibits and provides details about the Singapore Biennale.

I feel that the Singapore Biennale has used its pricing strategy to good effect. The pricing for adult tickets of $10 is considered affordable for many, and it also caters its price to different targeted markets. Students and elderly get to purchase them at $5 and passion card holders have 30% discount. These promotions make the event seem

more worthwhile and with a catalogue book for visitors to bring home and read up, it enhances the satisfaction of visitors.

3. Tourism roles and economic value of the festival/event

Match the festival/ event with the tourism roles of event and discuss the economic values it brings to the country.

The Singapore Biennale 2008 is seen as an Image Maker in the tourism role. An image maker is about creating and enhancing themes and combating negative imagery.

The Singapore Biennale was first formed in 2006 with the positioning of Singapore as an international centre and regional leader of art in mind. It promotes Singapore art and encourages interaction with the international art world, and provides a platform in which Singapore artists can share their art exhibits with artists from other countries. It is also an opportunity for Singapore to join the art biennales internationally.

A theme for Singapore Biennale 2006 was created. It was termed Belief, and examined the ways in which people’s beliefs are reflected and explored through contemporary art. The artworks are based on the theme.

In Singapore Biennale 2008, another theme is created. Wonder. Wonder allows us to be awed, tantalized and challenged by what we can experience through contemporary art. The creation of a new theme shows that Singapore challenges to be innovative in the arts world, and strives to be the international arts hubs with new ideas, fresh perspective and new artists and exhibits.

It further enhances Singapore’s image as a vibrant city to live, work and play.

In all, the Singapore Biennale 2008 has placed Singapore on the arts map.

The economic value that Singapore Biennale 2006 brings has been shown greatly. More than 883,000 people witness the artworks and generated more than 1000 press articles. 103,000,000 audiences in over 1,000 articles were generated worldwide, and the cumulative media value for print was approximately up to $19,300,000.

Although the exact numbers of foreigners from the 883,000 people who attended the arts exhibition was unknown, we can be sure that it has generated a significant amount of tourism revenue.

With a different framework, different concept and theme, we can be sure that Singapore Biennale 2008 will generate greater tourism receipts. Furthermore, as the event runs from 11 September to 16 November, it is in concurrent with the Singapore GP season which lasts from 20 September to 5 October 2008. The Singapore GP is being considered a Mega event, capable of drawing high levels of tourism. Therefore, Singapore Biennale 2008 could have tap on the visitors and tourists who come to witness the Singapore GP and could increase its tourism income.

From collaborations with international communities, Singapore Biennale 2008 represents new opportunities for Singapore artists to stage their work and also enhance art businesses in Singapore.

4. Conclusion

Highlight the key points of your judgment

Give your overall judgment on how effective the marketing mix had been used to contribute to the success of the event.

Product, place, partnership, promotions, packaging and price were the key factors of creating a successful event. In product, Singapore biennale 2008 differentiates itself from other competitors by creating a new and unique theme for its art works, Wonder. The directors have also sourced and selected different artists and artworks for the exhibition. The art exhibits are also housed in different settings each with a unique ambience. In the placing mix, Singapore Biennale has three different venues for artworks and each has a unique setting and ambience for the various artworks. In partnership, Singapore Biennale 2008 has cleverly made use of venue partners such as Raffles City to gain more awareness of the event and its artwork. In promotions, various promotions are given to each specific target markets. Students and elders get a 50% off and passion card holders a 30% off. In packaging, venues are smartly packaged into a single ticket, which creates the impression that the admission is worthwhile. Finally, in price, the Singapore Biennale 2008 has set a price of $10, which is affordable and appeal to consumers who are not art lovers. Further discounts and promotions are given to students and elderly, bearing these target markets in mind.

The marketing mix which consists of the 8ps had played to a large extent in contributing to the success of the event. The need for marketing an arts event such as the Singapore Biennale 2008 is significant as consumers who have not experienced the event and are not educated in viewing arts will not embrace themselves in art experiences if the needs of these consumers are not being met. The use of the 8ps had help Singapore Biennale in getting many sponsoring bodies as the product branding has allowed the event to convince sponsors that the event is worth investing. As the previous Biennale had been such a successful event, government agencies such as LTA, SLA have continued to support the event as it had shown great use of its marketing mix. With successful pricing and promotions, the Singapore Biennale was able to attract consumers who have a wide range of leisure needs and are picky about the leisure activities that are offered.

Appendices: Proof of visit