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.
