Field Trip Reflection Journal
1. Introduction
1.1 Objectives of the report
The event chosen is Singapore Biennale 2008. The objectives of this report are (1) to identify how well the various components of the event marketing mix had been adopted in the Singapore Biennale 2008, (2) evaluate how effective these components had been used to contribute to the success of the Singapore Biennale 2008, (3) to consider the role of the Singapore Biennale 2008 to Singapore and its value to the tourism economy. The method used to research on this event was a field trip to the Singapore Biennale 2008. It was conducted on the 11th of November.
1.1 Objectives of the report
The event chosen is Singapore Biennale 2008. The objectives of this report are (1) to identify how well the various components of the event marketing mix had been adopted in the Singapore Biennale 2008, (2) evaluate how effective these components had been used to contribute to the success of the Singapore Biennale 2008, (3) to consider the role of the Singapore Biennale 2008 to Singapore and its value to the tourism economy. The method used to research on this event was a field trip to the Singapore Biennale 2008. It was conducted on the 11th of November.
1.2 Background of the event.
The biennale was first organized in 2006, as a program in Singapore 2006, a group of concurrent events in support of the 61st Annual Meetings of the International Monetary Fund and the World Bank Group. With the first Singapore Biennale held in 2006, Singapore has established itself as an international location for the fields of contemporary visual arts. It served as a platform to international exhibitions for participating Singapore artists as some of them were picked up by the exhibitions. The Singapore Biennale holds collections from 66 artists and art collectives from more than 35 countries and regions. The theme for the Singapore Biennale 2008 is Wonder. It is currently the largest contemporary visual arts exhibition in Singapore. It aims to provide opportunities for art communities world wide, art businesses and various art audiences to be engaged in the world of contemporary art.
The first Biennale in 2006 has achieved more than 883,000 visitors. In addition, the event received global attention from some 103,000,000 audiences. It also received significant positive feedback from the international and art critics which greatly improved Singapore’s standing in the field of contemporary arts. There are two main venues for the Singapore Biennale, the City hall and South Beach development. Tickets provide entry to the two venues, and the Singapore Flyer for an additional fee. The Singapore Biennale 2008 was open from 11 September to 16 November.
2. The 8Ps of the marketing mix
2.1 Product
The product of the Singapore Biennale would be the experience that one gets at the event. The Singapore Biennale ensures the quality of the event by bringing in artworks from more than 35 countries and regions. They have also made use of venues which can compliment the artworks. The two venues are the City Hall, and the South Beach Development building. Guide services are also provided by the Singapore Biennale. The event also gives the visitors a feel of what it is like in the courtrooms and judge’s chamber. This may be a new experience for some of the visitors. In addition, they have also introduced a kid’s biennale which is quite a new product. Their staffs were also volunteers which would assure that the staff would not have any complaints assisting the visitors. Overall, the Singapore Biennale takes many actions to make the event experience more enjoyable and satisfying.
I think that the Singapore Biennale has used product to their advantage very well. Careful choosing of the artworks exhibited in the event has delivered a high quality and unique experience. The introduction of the kid’s biennale and viewing artworks inside court chambers help to create a very new and unique experience. All these experiences contribute to positioning and separating themselves as a unique kind of art event.
2.2 Place
The Singapore Biennale has chosen venues that complement the artworks of the artists. The place itself gives a quiet environment for the visitors to appreciate the art peacefully without any disturbances. This adds on to the experience that one gets at the event. Also, the tickets are bought at the venue itself, this means that the visitors do not have to go to another venue or another company just to get the tickets. For example, they chose the City Hall as one of the venues of the biennale 2008. The City Hall was built in 1929, and now a national monument. Being a national monument, some of the interior and exterior designs are being retained and this will contribute to the overall experience of a visitor at the biennale 2008.
I think that the Singapore Biennale 2008 have used the component very well to their advantage. Using the peaceful environment in the venues, they have produced an atmosphere that would be appreciated by the event audience. The art works are also placed in spacious rooms that allow visitors to view the art works at its best. The rooms used were previously courtrooms, judges’ chambers and public administration sites. This way, the visitors would have a new and enjoyable experience at the Biennale 2008.
2.3 Packaging & Distribution
One instance of the Singapore Biennale 2008 using packaging is that they bundled the various venues housing the exhibition art collectives together into one ticket. For buying one ticket, the ticket holder can also visit the other venues. Tickets are all sold at the City Hall, South beach Development and the Singapore Flyer. The visitors do not need to purchase separate tickets for different venues. For example, if the visitor buys the ticket at the city hall, he is entitled to go to the other venue at south bridge development without paying any extra. Also, the ticket can be used on any day of the exhibition. Besides the two venues city hall and south bridge development, the Singapore Biennale is also bundling their ticket together with a Singapore flyer ride by topping up the ticket with $21. The visitor can choose whether they want the ride at Singapore flyer. The ride entitles the visitor to listen to an audio artwork, Sky Duet.
I think that the event has used the packaging component to its advantage fairly well. A adult Singapore flyer ticket costs $29.50. One adult ticket to the Singapore Biennale costs $10. A ticket to the Singapore Biennale 2008 including a ride in the Singapore flyer costs $31. Furthermore, the Singapore flyer ride is also part of the Singapore Biennale 2008 with the audio artwork one gets to hear during the ride. Incorporating other forms of entertainment into the package is part of the marketing mix component.
However the package can be further improved as it is optional. Visitors may think that paying additional for the ride would not be worth it as the top up is already more than the ticket price. As the Singapore flyer has only two artworks showcased, they can put more artworks at the Singapore flyer to make the deal more attractive.
2.4 Partnerships
The Singapore Biennale has a lot of partners and sponsors working with them for this event. One example of them using the people and partnerships is that they have worked with the raffles city shopping centre. The Singapore Biennale made use of a space outside on the wall of the shopping centre to showcase one art work, Fantasmas, by Isaac Montoya. It shows an artwork that can show two different images by looking at the artwork through different colored screens. People looking up the information about the artwork will get to know about the Singapore Biennale 2008. There is also information about the Singapore biennale 2008 in the shopping centre itself. Some government agencies supporting the event are the URA, LTA, SLA and the preservation of monuments board. Another example would be the event uses the city hall, which is now a national monument. This shows the partnership between the preservation of monuments board and the Singapore Biennale.
I think the Singapore Biennale 2008 has used partnerships to their advantage very much. By placing a few of the artworks at public places, they will be seen and will interest people to go and visit the Singapore Biennale 2008. People may also be drawn to raffles shopping centre for the artwork and do some shopping there. It benefits both parties as they get to be advertised. Using their partnership with the government agency, they have gained usage of the city hall, which is now under the usage of the government. People who have never been in the city hall gets a chance to go in because of the Singapore Biennale‘s partnership with the government. This gives the visitor a new experience together when they visit the biennale.
2.5 Price
The Singapore Biennale 2008 has different prices for the different categories. They are namely child, adult, student and senior citizens. The adult ticket costs $10, which is affordable to most people. They have a fifty percent discount for visitors who belong to the child, student and senior citizens. For the adults, they are also entitled to some discounts. Adults who have either the Passion card or being a Mac café customer get twenty and thirty percent discount respectively. Upon paying for the ticket, the visitors are given a short guide book on all the artworks displayed for the whole event. With the guidebook, the ticket pricing would prove to be a very good deal to the visitors as there are pictures of the artwork inside the book. The ticket has also further discounts at some F&B and retail outlets at the Singapore flyer. The ticket also entitles the holder to get a ride on the Singapore flyer by topping up and extra of $21.
I think the Singapore Biennale has used this component to their advantage very much. They make the tickets seem much more worthwhile for the paying visitors. By doing so, people will be more inclined to go for the event. They have also generated future customers in the children, students and senior citizens. These groups of visitors are the ones receiving the most benefits as they get a fifty percent discount on the ticket price. They have also made the experience more enjoyable for the visitors as the visitors will feel that they are receiving more than what they paid.
2.6 Promotion
The Singapore Biennale has promoted itself through various means and activities. One of the means include advertising by their media partners. One of their media partners, Universes In Universe, has advertised the event on their website. The Singapore Biennale has previously worked with Universes in Universe for the previous Biennale in 2006. The working relationship between the event and the media partner is being maintained as Universes in Universe are still one of the two media partners for the Singapore Biennale. Another means is that they have various promotions and offers for the ticket prices. One of it includes a limited one for one promotion. Anyone individual accompanied by a full paying adult will be entitled to the promotion if there are still complimentary tickets left. The art work that was placed at the raffles shopping centre is also part of their promotion means. By displaying the artwork there, they are advertising their event as people slow down to take a look. They have also organized a press conference before the opening of the Singapore Biennale.I think the Singapore Biennale has used the promotions to their advantage fairly well. The one for one promotion is very effective as some people may not know about the event, and thus may be unwilling to pay for the event. This reduces the risks of wasting money and time for the visitors who may be unsure about going for the event. If the visitors find the event interesting, they will certainly recommend it to their friends and in turn generate more customers for the event.
However I feel that there can be more sales promotions for the event. As the one for one promotion is limited, people may feel reluctant or even unhappy because they have missed the promotion. By having other promotions which can last longer, even though it would not be as cost-saving to the customer, they may still feel that they are paying lesser. This would greatly improve visitor experiences.
2.7 People
The Singapore Biennale has engaged volunteers and interns to help out at the event as their staff. One instance was that the staff offered help to the visitors. There was a room with a map of Singapore pasted on the floor of it. Stickers were pasted above the map. The staff offered the stickers to a group of visitors without the visitors asking the staff for it. The staff also explained to them what to do with the stickers. We were also treated the same way as the other group. With the friendly and helpful attitude of the staff, the experience was overall, made much more enjoyable and more satisfying. I think the Singapore Biennale has used the people component to their advantage very well. By engaging volunteers and interns, they ensure the willingness and quality of their staff. Their staff will not be unwilling to assist visitors etc. On the Singapore Biennale website, they have stated the criteria for volunteers and interns. This way, the experience by the visitors would not be spoiled by unhappy experiences with the staff.
2.8 Programming
The Singapore Biennale does not really focus on the profits that the event can bring. It is focusing on not just the art appreciators; it is also focusing on engaging people across different sectors of society in their event. Different sectors of society have different views about the Singapore Biennale. With the previous success of the Singapore Biennale 2006, the artistic director Fumio Nanjo is once again selected to be the artistic director of the Singapore Biennale 2008. Artistic director Fumio Nanjo has also many international achievements which would help to ensure that the Singapore Biennale 2008 does not disappoint its visitors. An example that they are trying to engage people in different sectors of society is their kid’s biennale. In the city hall venue, there is the kid’s biennale where young children would be able to look and identify with.
I think that the Singapore Biennale has used the programming to their advantage very much. A specific example would be the kid’s biennale. With the kid’s biennale, the event will be able to attract more visitors or families who have concerns about their children being bored, not able to appreciate etc. This furthermore corresponds with their objective of engaging people in different sectors.
3. Tourism Roles and Economic Value of the event
The tourism role of the Singapore Biennale would be the image maker. The objective of the event was originally to provide a platform for people to share information and resources among Singapore’s art community and the rest of the world. After the event opened in 2006, Singapore was seen as a international and leading regional location in the field of contemporary visual arts. The event was to further establish Singapore as a leading arts location in the field of contemporary visual arts. Also, the Singapore Biennale has a theme – Wonder. To Experience wonder, one must open their mind, face reality, and be amazed by the marvels of reality. That is what the Singapore Biennale is presenting on their exhibits. They are trying to show that Singapore is a place where new ways of creative expressions can be found. The previous event saw 883,000 visitors going for the Singapore Biennale 2006. Attaining a 103,000,000 audience in over 1,000 articles generated worldwide, the cumulative media value for print was approximately up to $19,300,000. Although it is not known whether the 883,000 visitors are locals or foreigners, it is certain that after being exposed to the 103,000,000 audience worldwide, foreign visitors to the event will surely increase. Seeing the previous success, the Singapore Biennale 2008 would even be better and draw more visitors to the event, more people coming to Singapore for the event. As the anchor arts event to the Singapore GP season 2008, it will also increase tourism receipts during that period as some tourists may have come to Singapore for both the biennale 2008 and Singapore GP. Some tourists may have come for the Singapore Biennale, hence, the tourism industry can tap on to those tourists who come specially for the biennale. More tourism receipts will be generated. Also, Singapore is now a international and leading regional location in the fields of contemporary visual art. This means that Singapore might have an added pull if Singapore were to hold events like this again. The tourists would be more willing to attend such events in Singapore and Singapore will stand to gain from the tourist arrival boost.
4. Conclusion
Using the 8Ps of the marketing mix is very essential for any event to be successful. Having a successful event as their experience, the Singapore Biennale 2008 has proved to be quite a success as well. The tourism role and economic values of the Singapore Biennale proved to be very beneficial to Singapore. It further enhanced Singapore’s standing as an international location in the fields of contemporary visual arts. It would have also brought more economic benefits and visitors to the country in terms of tourism receipts and the Singapore GP. Overall, I think the Singapore Biennale has used the marketing mix to contribute very effectively to the success of the event. Factors such as place, price, programming, people, partnerships and product were used the most effectively. The other factors although did not do as well, did not hinder the success of the event. The Singapore Biennale has used the 8Ps to contribute to the each visitor experience very much. The Singapore Biennale brings each visitor a unique and new experience with the kid’s biennale, the City Hall, the South Beach Development. The venues, carefully chosen were excellent choices as they proved to be very quiet and peaceful. The programming also proved to be good as the kid’s biennale would allow children to be able to identify with the artworks as well. The pricing was affordable to the visitors, and with the various sales promotion, it proved to be a very good deal to the visitors. The ticketing process was also very convenient and efficient. However there could be more promotions so that some visitors do not miss out on them. The usage of volunteers ensured that they have quality and helpful staff. Partnerships with many sponsors, companies and government agencies enabled them to have more resources to assist them in their event. More packages could be implemented to let visitors have more choices. Overall the marketing mix has been used very effectively to make the event a success.
The tourism role of the Singapore Biennale would be the image maker. The objective of the event was originally to provide a platform for people to share information and resources among Singapore’s art community and the rest of the world. After the event opened in 2006, Singapore was seen as a international and leading regional location in the field of contemporary visual arts. The event was to further establish Singapore as a leading arts location in the field of contemporary visual arts. Also, the Singapore Biennale has a theme – Wonder. To Experience wonder, one must open their mind, face reality, and be amazed by the marvels of reality. That is what the Singapore Biennale is presenting on their exhibits. They are trying to show that Singapore is a place where new ways of creative expressions can be found. The previous event saw 883,000 visitors going for the Singapore Biennale 2006. Attaining a 103,000,000 audience in over 1,000 articles generated worldwide, the cumulative media value for print was approximately up to $19,300,000. Although it is not known whether the 883,000 visitors are locals or foreigners, it is certain that after being exposed to the 103,000,000 audience worldwide, foreign visitors to the event will surely increase. Seeing the previous success, the Singapore Biennale 2008 would even be better and draw more visitors to the event, more people coming to Singapore for the event. As the anchor arts event to the Singapore GP season 2008, it will also increase tourism receipts during that period as some tourists may have come to Singapore for both the biennale 2008 and Singapore GP. Some tourists may have come for the Singapore Biennale, hence, the tourism industry can tap on to those tourists who come specially for the biennale. More tourism receipts will be generated. Also, Singapore is now a international and leading regional location in the fields of contemporary visual art. This means that Singapore might have an added pull if Singapore were to hold events like this again. The tourists would be more willing to attend such events in Singapore and Singapore will stand to gain from the tourist arrival boost.
4. Conclusion
Using the 8Ps of the marketing mix is very essential for any event to be successful. Having a successful event as their experience, the Singapore Biennale 2008 has proved to be quite a success as well. The tourism role and economic values of the Singapore Biennale proved to be very beneficial to Singapore. It further enhanced Singapore’s standing as an international location in the fields of contemporary visual arts. It would have also brought more economic benefits and visitors to the country in terms of tourism receipts and the Singapore GP. Overall, I think the Singapore Biennale has used the marketing mix to contribute very effectively to the success of the event. Factors such as place, price, programming, people, partnerships and product were used the most effectively. The other factors although did not do as well, did not hinder the success of the event. The Singapore Biennale has used the 8Ps to contribute to the each visitor experience very much. The Singapore Biennale brings each visitor a unique and new experience with the kid’s biennale, the City Hall, the South Beach Development. The venues, carefully chosen were excellent choices as they proved to be very quiet and peaceful. The programming also proved to be good as the kid’s biennale would allow children to be able to identify with the artworks as well. The pricing was affordable to the visitors, and with the various sales promotion, it proved to be a very good deal to the visitors. The ticketing process was also very convenient and efficient. However there could be more promotions so that some visitors do not miss out on them. The usage of volunteers ensured that they have quality and helpful staff. Partnerships with many sponsors, companies and government agencies enabled them to have more resources to assist them in their event. More packages could be implemented to let visitors have more choices. Overall the marketing mix has been used very effectively to make the event a success.
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