FESTIVALS & EVENTS MANAGEMENT

ONE: Introduction

The Singapore Biennale was held here from the 11th of September to the 16th of November 2008. The word ‘biennale’ stems from the Italian word ‘biennial’ which is used to describe something that happens every two years. The first biennale was held in Singapore in 2006, attracting an audience of more than 883,000 visitors both local and foreign, and held over 72 days.

Adopting the theme of ‘Wonder’ the 2008 biennale was a showcase of, ‘contemporary art by renowned visual artists from around the globe.’ (Extracted from http://www.singaporebiennale.org/index.html) It was staged at 3 locations, the City Hall, South Beach Developments and the Singapore flyer, featuring 50 artists which are both Singaporean and from abroad.

This report will evaluate the marketing mix which the Singapore Biennale (SB) has adopted to sell this event. It assesses the use of the 8Ps, and its effectiveness towards advertising this event. It will also discuss how it has integrated itself as part of the tourism events sector, as well as the impacts that the SB has had on the Singapore tourism industry.

A visit was made to the SB on two occasions, on the 1st of November, as well as the 11th of November 2008. The purpose was to physically observe and take note of the marketing mix used, which otherwise cannot be obtained from other sources. Photos were also taken for future reference. Apart from the site visit, research was also conducted in public areas, such as the MRT stations, and other high traffic locations such as Orchard road, or the Marina Shopping district. Lastly, research was done on the internet, both on the SB’s official website, as well as other non-affiliated websites.

TWO: Evaluation of the effective use of Marketing Mix

Price
Ticket prices of for entry to the SB, which includes admission to all 3 exhibition areas (except the Singapore Flyer), valid for the entire duration of the exhibition, are as follows;

Single Entry Pass: $10Concession
(Students and Senior Citizens): $5

A ticket come with a short guide of the exhibition, and also entitles the holder to discounted prices for the Singapore Flyer. There are also ticket discounts for several PAssion card holders, etc.

It is evident that this pricing scheme is rather low as compared to some other art festivals, exhibits, or events held here. These other events which charge higher prices would most likely provide a more luxurious or comfortable experience, like a welcome drink, or complimentary tour for example. However, when such pricing strategy is adopted, only the people, or groups interested in the arts exhibited in the particular event will be attracted to attend, hence willing to pay.

By keeping prices low at the SB, they would be attracting many more visitors who may not necessarily be interested in, or very well-informed about the exhibition. For example, a couple walking past the City Hall and chance upon the SB, they may be curious to see what’s going on, and because the price is so reasonable, they would decide to go in and take a look. It would most definitely be a different case if the entrance fee was say, $30.
The SB may like to consider having more pricing categories, instead of the present 3. Introducing group tickets, or family packages may be a good idea.
Product
As this is an art exhibition, it cannot be tailored to an extent where it will cater to a specific target market. Especially when the pricing scheme is aimed at attracting large numbers of general public, it is difficult to alter the product to their needs. The SB was a display of contemporary art, visual, audible, and sensorial. It showcased several forms of art, such as installation, print, performance, painting and photography, unlike other exhibitions which focus on one, or a few aspects.

And because many members of the public may not be fully aware of the many facets of exhibition in the SB, they may perceive it to be a boring, monotonous gallery, or something too abstract to understand. This would make up the formal product, which is what the visitor thinks he or she is buying.

In actual fact, the visitor is treated to a multisensory experience, paired with fascinating architecture, which after all, isn’t so boring and hard to understand. When he compares this newly formed augmented product to the core product mentioned above, it would be better than expected, forming a good perception of the SB. He may then return again in 2010!

One thing that was noticed during the visit was the effort to explain the meaning and significance of the art piece from the artist’s point of view; this was done through the several write-ups placed near every exhibit, detailing the specifics of the artwork. Also, the guidebook provided a more in depth explanation, together with the audio tours, which were offered free of charge.

Also, a kid’s biennale specially set up for young children, allows the SB to become a family affair, drawing families to visit. There, children can draw and create their own little art pieces, which can be entered into contests, displayed on the walls, or simply brought home. This simple idea to incorporate children has allowed the SB to target yet another lucrative market.

One suggestion to improve on would be to help the general public understand the works of art from an artist’s perspective, instead of just at face value, which I believe many have. Not just admiring at the craftsmanship or creativity bit to understand the feelings and messages behind the work, organizers may consider simplifying the write-ups and audio tours to a more ‘lay-man’ level.
Programming
The Singapore Biennale is a rather free event, in a sense that there is no fixed schedule to follow. Visitors come and go as they wish, and may spend as much (or as little) time at one art piece as they like. The exhibition being viewed at one’s own pace made a detailed program specifying where to go and what time not necessary.

However, there are still some elements that can be classified under the programming category, that have played a significant role in the SB’s marketing strategy. These are;
Parallel Events, held as early as March 08, begin to prepare the public for the arrival of the Biennale. These events, compared to the main exhibition, are smaller in scale, but are still related to the SB in one way or another. The objective of holding these parallel events was most likely to ‘get the ball rolling’ and drumming up the hype and anticipation to the SB, giving sneak previews of what to expect, at the same time helping to publicize the event.
As explained above, the Kids Biennale is yet another aspect of the program.
According to the SB’s website, (http://www.singaporebiennale.org/programme-encounters.php) a program named Encounters was launched, which ‘comprises of 'get-together' sessions in Singapore or at international arts events for interaction between the interested public, the arts communities and the Singapore Biennale curatorial team.’ The several informal meeting sessions provided a platform for constructive criticism and suggestions on how to better organize and execute future Biennales. This would allow the organizers to interact with their target market and finding out their feedback, which is crucial for planning of future events.

Lastly, education and outreach was also implemented, to inform the younger generation of the arts scene, and to hopefully capture their interest and engage them in art, whether now, or in the future. Targeted at Secondary Schools, Junior Colleges and Tertiary institutions, activities such as the Biennale Race 2008, School Tours, and Peer-led Guiding were organized.
Promotion
Promotion refers to the advertising and sales promotion, telling the target market that such an event exists and is ongoing, and the reasons why he should visit or participate in the event. Because the SB has chosen such a low pricing strategy, it can be deduced that the market they wish to target is the general public, and not those passionately attached to the arts.

That being said, promotions and advertising of the SB is one of the aspects of the marketing mix that in my opinion is extremely important towards the success of the event, in order to attract sufficient crowds.

However, advertising efforts for the SB seemed to be rather sparse and weak. There were not many posters on newspapers, bus stops, and billboards, etc. that were seen promoting the SB. How did the organizing committee tell potential visitors that the SB was taking place?

Perhaps it was the excellent reputation that has snowballed from the previous Biennale that is drawing the crowds, or the strategic location of the exhibition, which would be a giant banner by itself. In any case, the SB managed to pull it off, and must have saved quite a sum of money in the process. Still, more promotions would have most definitely drawn more attention to the event, and this can be done through advertising in generic magazines and newspapers such as 8Days or The Straits Times.
Place
The Singapore Biennale 2008 was held at numerous locations, South Beach Development, City Hall, Raffles City Shopping Centre, Esplanade Bridge as well as Marina Bay. Of these venues, South Beach Development and City Hall were the main exhibition locations.
Evidently, these sites see a heavy human traffic flow, both on weekdays and as well as weekends. This would mean that more people will chance upon the event and perhaps visit it out of curiosity. For example, one may come across a art piece on display at Raffles City Shopping Centre whilst shopping, and be intrigued by it. Realizing this was from the SB, he may decide to visit the main exhibition site.

Maybe this explains the lack of conventional advertising and promotional efforts. The locations and sites themselves are being used as a promotional tool. Artistic indeed!
People
People in the marketing mix refer to the customers, and the staff, as well as those involved in the planning and organization of the event. In order for the visitors to feel welcome the staff should be warm and friendly, offering their services whenever possible, still bearing in mind that this is an art exhibition, and they may want their own time and space to appreciate the art.

Staff at the entrance where all young, friendly and knowledgeable. They were very informal in greeting which was appropriate for the setting. Ticketing was a breeze and we were ushered in the right direction will instructions on how to cover the exhibition grounds, from there, we were left alone to enjoy the exhibition.

Yet, there were staff scattered around the grounds, and their jobs were quite obviously to keep an eye on the art pieces. When approached with a question, they were very responsive and knew quite a bit about the piece. The presence of staff also gave a sense of decorum to the place, as visitors knew they were being watched and dare not play a fool. All in all, the unique brand of the people selected to run the exhibition certainly made a difference to the experience, in future however, staff may want to be more proactive, and to approach puzzled visitors gazing at artwork without a clue.

The other major group of people is the customers, or in this case, visitors. As we know, no matter how great or successful the event is, it will still not seem interesting to a person who does not appreciate art, or ignorant to learn more about it. Again, this may be another reason why the organizers chose not to aggressively peddle the event to everyone out in the streets, as they wanted to only attract those with interests. True enough, those seen roaming the exhibition looked like they were really enjoying an understanding it.
Packaging
Similar to promotion, packaging is how the event was put together with other items to form a more complete, more attractive end product, which may make it easier to sell, or more profitable. An superb example of packing in the Singapore Biennale is the Art Compass program.

The SB Biennale coincides with several other Contemporary Art events throughout the Asia pacific, including the Sydney Biennale, Gwang Jiu Biennale, Shanghai Biennale, and Yokohama Triennale. Packaging all these events together, it not only puts Singapore’s Biennale on the world stage and promotes it on an international level, but it also facilitates the ‘touring’ of the other Beinnales in other countries. A good idea would be to organize group tours where tourists of the same interest can visit the exhibitions together, sharing their thoughts and ideas along the way.
Partnership
A list of partners of the Singapore Biennale 2008 can be found at;
http://www.singaporebiennale.org/ourpartners.html
Obtaining sponsorship is another important step in the marketing mix. Without it, the organizers will have a very tight budget to work with and may not be able to work within it. A sponsor such as Ikea was seen providing the furniture and other items needed for the Kids Biennale, and Raffles City Shopping Centre supplying a large outdoor banner space, which can otherwise be used to make profits.

Collaboration with Government Agencies such as the Singapore Land Authority and the Preservation of Monuments Board has also given the SB access to historical buildings like City Hall, and the South Beach Developments, which are ideal locale for a contemporary art. Also, the Singapore Tourism Board would help by themselves promoting the Singapore Biennale, because having a successful event works to their advantage as well.

Partnership also gives the visitors to the SB perks and privileges, which is an added bonus. For example, SB ticket holders can purchase a Singapore Flyer pass at only $21.00 instead of the usual $29.50, as there are some art pieces displayed at the flyer.

Apart from sponsorship, partners can also provide their expertise in a specific field. For example, the SB Committee may consult the planners of the Sydney Biennale on how to plan, and operate an art exhibition. Or perhaps an expert’s opinion may be sought for lighting, or building restoration in the case of the South Beach Developments. These however are theories and evidence of this has yet to be found in real life.

THREE: Discuss the Tourism Roles and Economic Value of the Festival or Event

Place Marketing
As the Singapore Community continues to develop, it is becoming more and more exposed and open to generally newer ideologies, such as contemporary art. Events such as the SB priced so reasonably have spurred many local residents into exploring this new avenue, and liking it. In a macro view, this then creates an image of Singapore as a continually improving society and willing to adapt and change with the times. In a micro view however, the Singapore Biennale has proven that the local arts scene is a rapidly expanding sector, with a growing number of people getting involved. This could possibly attract artistic groups from other countries to set up their own schools here, or choose to perform in Singapore. This cycle will then continue to repeat itself and enlarge, maintaining the growth of this sector.

Although improving the quality of life for Singaporeans is a rather farfetched goal to be attained just by hosting an arts exhibition, it can be considered a stepping stone to larger scale projects and events which will prove Singapore’s capability and eventually convince investors to invest here, and the ultimate end product perhaps 10years from now is improved quality of life.
Tourist Attraction
The Singapore Biennale was certainly able to attract tourists, who were visiting Singapore, but in my opinion, the SB has not reached a point of magnitude whereby tourists will fly in solely and specifically for the Biennale. Currently the attraction is only similar to an place of interest, that just so happened to be ongoing during their visit.

Similarly, I doubt that tourists would extend their length of stay here at present moment, as the scale is still not large enough. The entire exhibition can be covered in a matter of a few days; I believe that if they were strapped for time, they might choose another activity instead of the biennale, unless they are passionate towards the arts, or have some other affiliation to the SB.

Again, the SB is unlikely to cause a significant change in tourists spending habits, as there is rather little merchandise that are directly related to the SB. Comparatively, the additional tourist receipts generated during the SB cannot match up to the receipts generated during the F1 Grand prix season.
Image Maker
Many foreigners, including Singaporeans themselves, have the notion that Singaporeans are very rigid people, with very little creativity and expression. This is somewhat true, but today, the SB, together with many other programs, events and festivals planned year long, provides Singaporeans a platform to progressively move away from the rigid stigma, and to express themselves through art. In this case, it should be called an image changer rather than an image maker.

The Singapore Biennale may very well be a spark that will influence other events, after seeing the compatibility to the purpose (or event), to be held in places like the South Beach Development and City Hall, possibly thought of as old and derelict in the past.
Catalyst
Most obviously, the Singapore Biennale supports the Singapore Flyer by holding part of the exhibition in the Flyer compound and thus giving visitors the option to spend a little more and ride the flyer. Holding exhibitions at several locations is also another catalyst, as tourists have to travel from one location to another, and possibly notice an attraction such as the Esplanade, or Merlion, whilst travelling and be compelled to visit it or find out more, for example.

Utilizing older venues also assists in urban renewal, where people realize the potential these buildings have in terms of cultural and heritage value and consider using them, or even buying them for future events, festivals or development.
Animator
After experiencing the Singapore Biennale 08 and being impressed by the organization, planning and most importantly the artwork, tourists may choose to return to Singapore in 2010 for the next Biennale!

Holding part of the exhibition at the Singapore flyer could possibly encourage repeat visits to the attraction even after the Biennale is over.

FOUR: Conclusion

Visiting the Biennale would most certainly not have been on my calendar if not for this report, but now that I have been to this year’s, I’ll be sure to be going again in 2010. It has been an eye-opening occasion and very interesting, fun day for me. Many Singaporeans have not been exposed to art most likely because they were not given the chance to, but the Biennale is a perfect starter for anyone new to art. It doesn’t cost much and it easy to follow along (even if you don’t understand).

Being only the 2nd time this event is being held here in Singapore, I believe that it has achieved its goals in promoting arts to Singapore, and promoting Singapore Arts to the world. It has been successful in creating a unique, once in a life-time experience for those who attended, and to immerse them in the many forms of art existent in the world today. It has been able to place Singapore on the same level as places such as Sydney and Yokohama, and will not disappoint. However, more concentration on the issue of advertising a promotions is due, so as to make the event more well known and recognized among Singaporeans.

There has been use of the marketing mix to a level which allowed them to capitalize on many, if not all of the potential opportunities. This is done by fully exploiting the 8Ps and maximizing their usefulness to the best of the organizers ability, and to their advantage.