Monday, November 24, 2008
Objectives
The objective of this blog is to discuss how the marketing mix has made Singapore Biennale 2008 a success, and to discuss which one is ineffective and how to improve on it. We will also touch on the economic values and tourism roles of the event on Singapore.
Introduction
Biennale, the contemporary arts exhibition that has stepped its foot into many countries since 1959 is once again holding another exhibition in our homeland, Singapore. Biennale originated from Italy and this event is held every two years because Biennale meant "every other year" in Italian.
The Singapore biennale is an international contemporary mega visual arts exhibition showcasing art pieces from 66 international and local artists from more than 35 countries and regions. Those pieces are projected using different modes and media. Some uses painting, canvas, digital art, while some chose installation and video. Every art pieces speaks a thousand words, held a great meaning and aspiration of the artist. Being an art lover, Biennale had made me dwell in the wonder of the artistic world. Many art pieces exhibited in Singapore biennale was extremely mesmerizing to make me return for the second time. Most of the art pieces touch the 5 senses. There was one which was named “fei zao” which meant “soap” in English; the artist used soap bars and water to make ground white with bath foam creating an illusion of someone bathing there. For the first 2 days, the artist himself sat in the centre of the art piece half naked, looking as though he was bathing. The fragrance of the soap filled the whole South Beach Development, even till today, moving its audience not only through the sense of sight and touch but also the sense of smell.
The Singapore biennale is an international contemporary mega visual arts exhibition showcasing art pieces from 66 international and local artists from more than 35 countries and regions. Those pieces are projected using different modes and media. Some uses painting, canvas, digital art, while some chose installation and video. Every art pieces speaks a thousand words, held a great meaning and aspiration of the artist. Being an art lover, Biennale had made me dwell in the wonder of the artistic world. Many art pieces exhibited in Singapore biennale was extremely mesmerizing to make me return for the second time. Most of the art pieces touch the 5 senses. There was one which was named “fei zao” which meant “soap” in English; the artist used soap bars and water to make ground white with bath foam creating an illusion of someone bathing there. For the first 2 days, the artist himself sat in the centre of the art piece half naked, looking as though he was bathing. The fragrance of the soap filled the whole South Beach Development, even till today, moving its audience not only through the sense of sight and touch but also the sense of smell.
Evaluation of effective use of marketing mix
Marketing mix comprises of Product, Place, People, Price, Promotion, Packaging and distribution, Positioning and Branding, Physical setting, Program and Partnership.
Pricing
Pricing is a key influence on event demands; the pricing strategy should be decided along with the event and its target market.
A single entry ticket to Biennale costs S$10 for adults and $5 which is 50% percent off for senior citizens above 60 years old, full time students with valid identification and children above 3 years old. Otherwise, free. Each ticket included a single entry for one person to City Hall and South Beach Development and ticket must be presented upon entry. Each ticket valid form 11 September 2008 to 16 November 2008, thus, visitors are allowed to come back as to complete their journey of arts appreciation if they could not finish on the first time. With this single entry ticket, they are entitled to buy Singapore Flyer ticket at a discounted rate of S$21 for adults, S$20.65 for child or student ticket, $23.60 for senior citizens which cost S$29.90; pass must be presented for students and senior citizens. In addition, they also have a 1 for 1 promotion if you bring your family members along, however, the family member must be a child above 3 years old, a full time student or senior citizens who are above 60 years old in order to enjoy this promotion.
They are also various promotions to attract more people to visit Singapore Biennale, for passion card holders are able to get a 30% discount off the admission ticket for Biennale along with a short guide. Secondly, 20% admissionfee and short guide for McCafé customer who purchased a meal from McCafé (1 set of meal entitles a customer for one discount redemption.)
Biennale have used penetration pricing and bundling concept to determine the pricing of the admission tickets. Penetration pricing meant using low and affordable rates to attract large volume of visitors. However to me, I believe that the low price is to pass the message of “you do not have to be rich to love and appreciate arts.” The concept of Biennale is to attract as much crowd as possible to learn to appreciate art and to promote the wonder of art. Thus, price should not be a main concern. Thus, they also used bundling concept to attract more crowd. As mentioned in packaging, they collaborated with Singapore Flyer to make to have packages with them. They also have the buy one get one free package to encourage visitors to bring their friends or relatives along.
A single entry ticket to Biennale costs S$10 for adults and $5 which is 50% percent off for senior citizens above 60 years old, full time students with valid identification and children above 3 years old. Otherwise, free. Each ticket included a single entry for one person to City Hall and South Beach Development and ticket must be presented upon entry. Each ticket valid form 11 September 2008 to 16 November 2008, thus, visitors are allowed to come back as to complete their journey of arts appreciation if they could not finish on the first time. With this single entry ticket, they are entitled to buy Singapore Flyer ticket at a discounted rate of S$21 for adults, S$20.65 for child or student ticket, $23.60 for senior citizens which cost S$29.90; pass must be presented for students and senior citizens. In addition, they also have a 1 for 1 promotion if you bring your family members along, however, the family member must be a child above 3 years old, a full time student or senior citizens who are above 60 years old in order to enjoy this promotion.
They are also various promotions to attract more people to visit Singapore Biennale, for passion card holders are able to get a 30% discount off the admission ticket for Biennale along with a short guide. Secondly, 20% admissionfee and short guide for McCafé customer who purchased a meal from McCafé (1 set of meal entitles a customer for one discount redemption.)
Biennale have used penetration pricing and bundling concept to determine the pricing of the admission tickets. Penetration pricing meant using low and affordable rates to attract large volume of visitors. However to me, I believe that the low price is to pass the message of “you do not have to be rich to love and appreciate arts.” The concept of Biennale is to attract as much crowd as possible to learn to appreciate art and to promote the wonder of art. Thus, price should not be a main concern. Thus, they also used bundling concept to attract more crowd. As mentioned in packaging, they collaborated with Singapore Flyer to make to have packages with them. They also have the buy one get one free package to encourage visitors to bring their friends or relatives along.
Product
Product is a set of intangible leisure experiences and tangible goods designed to satisfy the needs of the event market. It encompasses all the elements that make up the event and which the customer perceives as an experience.
Biennale is an exhibition that engages their audiences through many tangibles like. However, they also have guided tours to provide the audiences with a better understanding of the artworks. The tour guide will inform us about the past works of the artist as well as the message that the artist is trying to convey through his art piece. This information is crucial to understanding the true meaning of the art pieces.
In 2008 biennale had an art piece called “hair salon” by Erlich Leandro. When you step into the salon, it gives you a feeling that you went back to the past, in the eighties. It portrays a simple salon that has minimal features and 6 mirrors. Only when the guide asked us to observe carefully, did we realize that the “mirrors” are non-existence. The artist cleverly used another room and decorated it in the mirror image of the first room. Even the magazines were printed in mirror image. If the guide had not explained, I guessed many of us would not be as amazed if we did not hear about the explanation and the past masterpieces of that artist. It has also aroused our interest to find out more on that art pieces and his artworks.
Each of us who attended biennale will also be given a guide book that has detailed descriptions and information of every art pieces and the event itself. It gave the audience a clearer picture of the event and a better understanding of the artworks. The reader will have a better idea of what the artist was thinking when he created that art piece and what is the meaning behind that genius work.
Biennale is an exhibition that engages their audiences through many tangibles like. However, they also have guided tours to provide the audiences with a better understanding of the artworks. The tour guide will inform us about the past works of the artist as well as the message that the artist is trying to convey through his art piece. This information is crucial to understanding the true meaning of the art pieces.
In 2008 biennale had an art piece called “hair salon” by Erlich Leandro. When you step into the salon, it gives you a feeling that you went back to the past, in the eighties. It portrays a simple salon that has minimal features and 6 mirrors. Only when the guide asked us to observe carefully, did we realize that the “mirrors” are non-existence. The artist cleverly used another room and decorated it in the mirror image of the first room. Even the magazines were printed in mirror image. If the guide had not explained, I guessed many of us would not be as amazed if we did not hear about the explanation and the past masterpieces of that artist. It has also aroused our interest to find out more on that art pieces and his artworks.
Each of us who attended biennale will also be given a guide book that has detailed descriptions and information of every art pieces and the event itself. It gave the audience a clearer picture of the event and a better understanding of the artworks. The reader will have a better idea of what the artist was thinking when he created that art piece and what is the meaning behind that genius work.
Place
According to definition, “place” refers to both the site where the event takes place (the venue) and the place at which consumers can purchase tickets to the events.
The event was chosen to be held in city area where there is a high possibility of getting walk-in crowds including tourists. The location is also very accessible and convenient thanks to modes of transport available. In addition, the location seems to link Singapore’s past, present and future together. If you were to go through the entire tour, you would see a former military camp, now known as South Beach Development to Marina bay the much anticipated future of Singapore.
Biennale had exhibited its artwork in 2 main locations which are City Hall and South Beach Development and 8 other locations which are Esplanade drive, Singapore Flyer, Suntec City, Raffles hotel, Raffles city shopping centres, Central Promontory Site, Clifford Pier and Connaught Drive. They have chosen City hall and South Beach Development as they display site for their art works because the both locations contain a very rich history. City hall, the Supreme Court’s Corinthian columns, classic design and spacious interiors featuring murals by Italian artists, Cavalilier Rodolfo Nolli, was built in 1939, one of the best designed buildings in that time. While South Beach development has a similar history as the Singapore Volunteers Corps (SVC) which was where the first National Service enlistment was held in 1967. It was also give a conservation status in February 2000.
Furthermore, the artists that took part in the events made full use of the setting's original properties. For example, a wall art by Tan Ling Nah, I am not Ophelia, ...or am I?, 2004 is a re-creation of 2 rooms in South Beach into 3-dimensional illusion on 2 walls. Another drawing installation by Joshua Yang, called the Impossibility of the Superstring Theory, 2008 it was a line that took up an entire room and the line neither overlap, nor break. However, the room did not contain his ambition but it blended with the cracks on the wall as well as the root of a wall plant.
In addition, the Singapore Biennale had also chosen to do ticketing at the entrance of the exhibits making it convenient for their visitors. This also help to save the trouble of booking processes online as well as the extra cost that may occur if a ticketing agent is used. The staff at the entrance also can given an on site introduction of the place at the point of purchase of tickets, it would be more convenient as it is an free and easy event.
The event was chosen to be held in city area where there is a high possibility of getting walk-in crowds including tourists. The location is also very accessible and convenient thanks to modes of transport available. In addition, the location seems to link Singapore’s past, present and future together. If you were to go through the entire tour, you would see a former military camp, now known as South Beach Development to Marina bay the much anticipated future of Singapore.
Biennale had exhibited its artwork in 2 main locations which are City Hall and South Beach Development and 8 other locations which are Esplanade drive, Singapore Flyer, Suntec City, Raffles hotel, Raffles city shopping centres, Central Promontory Site, Clifford Pier and Connaught Drive. They have chosen City hall and South Beach Development as they display site for their art works because the both locations contain a very rich history. City hall, the Supreme Court’s Corinthian columns, classic design and spacious interiors featuring murals by Italian artists, Cavalilier Rodolfo Nolli, was built in 1939, one of the best designed buildings in that time. While South Beach development has a similar history as the Singapore Volunteers Corps (SVC) which was where the first National Service enlistment was held in 1967. It was also give a conservation status in February 2000.
Furthermore, the artists that took part in the events made full use of the setting's original properties. For example, a wall art by Tan Ling Nah, I am not Ophelia, ...or am I?, 2004 is a re-creation of 2 rooms in South Beach into 3-dimensional illusion on 2 walls. Another drawing installation by Joshua Yang, called the Impossibility of the Superstring Theory, 2008 it was a line that took up an entire room and the line neither overlap, nor break. However, the room did not contain his ambition but it blended with the cracks on the wall as well as the root of a wall plant.
In addition, the Singapore Biennale had also chosen to do ticketing at the entrance of the exhibits making it convenient for their visitors. This also help to save the trouble of booking processes online as well as the extra cost that may occur if a ticketing agent is used. The staff at the entrance also can given an on site introduction of the place at the point of purchase of tickets, it would be more convenient as it is an free and easy event.
Promotion
Promotion (communication mix- includes personal selling, advertising, sales promotion, direct male, publicity, sponsorship, exhibition, merchandising, word of mouth and corporate identity).
Biennale used various channels to advertise itself in Singapore which includes internet, magazines, word of mouth, brochures, the official Singapore tourism board’s website, newspapers, posters and banners. In addition, the art pieces themselves serve as a mode of promotion due to the location that they were placed in. For example, the art piece named “Fantamas (phantoms)” was placed outside raffles city shopping centre had attracted many public’s attention. The magical part of this art piece was that the picture became another picture when you look through the different coloured filter. This is the logic of colours mixtures, blue and red gives you purple. This public art had thus become a promotion for Biennale, arousing curiosity of the public, attracting them to visit Biennale for the first time.
Singapore Biennale has an official website http://www.singaporebiennale.org/ containing history, events and all essential information for their viewers.
They also have many huge banner and advertisements hung up on lamp posts or walls of buildings in the city area. There is also a huge map on the wall of the entrance to Raffles City Shopping Centre showing the public the direction to all the locations that has exhibits of Biennale. This also posts as mode of promotion as it attracts people to find out more about the event when they starts to see many promotion regarding the same event.
Packaging and distribution
Packaging and distribution is putting together the different types of entertainment, food and beverage and merchandise, with accommodation, transport and attractions in the vicinity. Singapore Biennale had merchandise for people to keep as souvenirs, they have an exclusive goodie bag which cost S$5 and a guide book for sale at S$6. Thus, people who love Biennale so much can purchase these merchandises to keep completing their memories for Singapore Biennale 2008.
It has used mostly direct distribution channel to sell their tickets, which was to sell tickets directly to their supporters at the entrance. However, they had used many ways to reach their audience. The most distinct channel was through big and clear banners and posters in the city areas, as well the art pieces that had been mention in the “Promotions. ” Other channels of distributions are also mentioned in "Promotion"
Positioning and Branding
Positioning describes how target market segment perceives the company’s offer in relations to competing brands.
There is a long history to Biennale before it reaches Singapore. Thus, it has an image set in people’s mind and a reputation to hold. It started off in Italy and moved on to other parts rapidly. This is the second time; Biennale had its exhibition in Singapore. The first attempt was two years ago, in year 2006, themed “Belief” making a strong foothold in Singapore and had left a deep impression in Singapore art lovers’ mind.
The theme “Wonder” had created an impression in the minds of the audience. Thus, the target market would be those people who were curious about how artists thought about this theme and create art pieces that would fascinate audience and amazed them by how this wonder could be done. This year’s Biennale had the theme of “wonder”, focusing mainly on art pieces that amazed their audience, making them think about how this could be possible? “Stone to fill the sky” by Zhan Wang would be one of the better example. It was an oddly shaped steel rock with a mirror-finished surface suspended in the air where it rotates reflecting the coloured lights around it and was displayed in a glass container. This artwork had aroused the curiosity of many to ask “How did the art piece float in mid air and rotates non stop?” This exhibition seems to be a place for us to fascinate about the creative masterpieces that seems impossible.
Biennale was held only in every two years because of its name which meant “in every other year”, thus, already telling its audience that this event would be held in every two years. If they missed the change to go for this event now, they would have to wait for two years. It is also an art event that had different theme, every art pieces is a surprise itself and could never be found anywhere else. Thus, giving the idea of “catch it while you can and be amazed by it”.
There is a long history to Biennale before it reaches Singapore. Thus, it has an image set in people’s mind and a reputation to hold. It started off in Italy and moved on to other parts rapidly. This is the second time; Biennale had its exhibition in Singapore. The first attempt was two years ago, in year 2006, themed “Belief” making a strong foothold in Singapore and had left a deep impression in Singapore art lovers’ mind.
The theme “Wonder” had created an impression in the minds of the audience. Thus, the target market would be those people who were curious about how artists thought about this theme and create art pieces that would fascinate audience and amazed them by how this wonder could be done. This year’s Biennale had the theme of “wonder”, focusing mainly on art pieces that amazed their audience, making them think about how this could be possible? “Stone to fill the sky” by Zhan Wang would be one of the better example. It was an oddly shaped steel rock with a mirror-finished surface suspended in the air where it rotates reflecting the coloured lights around it and was displayed in a glass container. This artwork had aroused the curiosity of many to ask “How did the art piece float in mid air and rotates non stop?” This exhibition seems to be a place for us to fascinate about the creative masterpieces that seems impossible.
Biennale was held only in every two years because of its name which meant “in every other year”, thus, already telling its audience that this event would be held in every two years. If they missed the change to go for this event now, they would have to wait for two years. It is also an art event that had different theme, every art pieces is a surprise itself and could never be found anywhere else. Thus, giving the idea of “catch it while you can and be amazed by it”.
Physical Setting
Physical setting refers to the tangibles and environment is crucial for customer satisfaction. Biennale Singapore 2008 has the art pieces nicely inculcated the art pieces into the surrounding. One very good example would be the art piece named Teratoma II: Digmaan ng mga Mundo (Teratoma II: War of the Worlds) by New, Leeroy. They placed the art piece on the rooftop, making an illusion of alien invasion and also made used of the rooftop of the treasury beside it as it looked like the UFO. Not to forget the location, which was the old supreme court, creating an realistic image of supreme court was invaded by Aliens.
The art pieces are also showcased using many types of tangibles like the usage of large rooms to contain the art pieces. One of which is an installation named “Swing” by Tse Su-Mei. It is a swing made from neon florescent light tubes and allowed to swing back and forth in an empty room. Staring at the piece, it gave me an impression of a young girl laughing heartily while playing the swing. Images of the girl’s happy childhood and sweet memories seem to be playing like a video in the background. As I was appreciating the art piece, it allowed me to experience my nostalgic childhood times. I guess this is the power of tangibles in an art piece, it pulls out old and hidden memories in our mind.
The art pieces are also showcased using many types of tangibles like the usage of large rooms to contain the art pieces. One of which is an installation named “Swing” by Tse Su-Mei. It is a swing made from neon florescent light tubes and allowed to swing back and forth in an empty room. Staring at the piece, it gave me an impression of a young girl laughing heartily while playing the swing. Images of the girl’s happy childhood and sweet memories seem to be playing like a video in the background. As I was appreciating the art piece, it allowed me to experience my nostalgic childhood times. I guess this is the power of tangibles in an art piece, it pulls out old and hidden memories in our mind.
Program
The program of the event is the flow of the performers, speakers, catering and the other element of the event over time. It is the “what on” of the event. The program creates the event experience for the attendance. Ultimately, the event experience for the attendee and the sponsors resets on the success of the program.
Singapore Biennale 2008 commenced on the 11 September 2008 and ends on the 16 November 2008, open from 11 a.m. till 8 p.m. from Tuesday to Sunday, closed on Monday. This year's event is based on a single distinctive concept of WONDER. It is to present art as a flexible subject that will entertain and inform us as we appreciate them. Not only has the event showcased talents, passion and creativity of the artists chosen, but it has aimed to reach out to our young ones and inculcate art into their lives.
The whole event was free and easy and required much of self understanding and self appreciation, as everyone would have a different perspective towards each art piece and perceive them differently. There’s only brief explanation of each location and the event by the staff who welcomed us from the entrance.
One of the missions was to enable this event to be one of its own instead of being a "second" biennale. The manager has hoped that each audience can relate to the art pieces and not just appreciating them as it is. The artists' efforts are also up for exploration.
Singapore Biennale not only catered to the adults but also the young ones, they had a Kids’ Biennale which has art works done by the young children, some are collages while some could be windmills. 8000 primary school children had started to work on their art pieces since this January to make it in time for this exhibit.
People and Partnership
People refer to the cast, the customer, the host, supporters, partnership, volunteers, government and everyone who had played their part in the event. Every role in the event holds a important possible as the event will not be successful if any role fails to do its role.
The host of the event was National Arts Council was set up as a Statutory Board in September 1991 to be the leading light for the development of art in Singapore. Its mission is to nurture art and infuse into a part of Singaporean’s life. A success in Singapore Biennale had brought Singaporeans a step closer to arts, allowing public to know that art is not only for niche market, but its actually can be found in everyday’s life. Mr Fumio Nanjo, the artistic director of Singapore Biennale 2008 stated in the guide book, “Art is longer just a hobby an expression of personal taste, supported only by a small art market in major cities. Art is becoming an important tool for a modern and well-rounded society” showing that art is no longer a extra thing in life but it is essential.
The staff were dressed casually in their specially designed uniform. They are stationed at almost every exhibit to make sure that the art pieces would not be damaged by young children or appreciators. They are also required to be knowledgeable about the exhibit to answer any enquires from the audience. They are also very enthusiastic people who welcome us warmly and gave us a short introduction about Biennale and how to go around the place without missing out any art pieces. South Beach Development had 5 buildings in it compounds, if the staff had not told us how to walk around the place in that certain directions, we are bound to miss out quite a few art pieces along the way.
We should forget the back stage crew who had took great pains to set up the place for the exhibitions. We might not see them at work but we should not forget the effort they had put in to make the exhibition a success. Some if the art pieces can be shifted from one places to another, however, some of the artworks, the artists have to redo in order to have it exhibited in Singapore. One of it would be the “September Sweetness” by Thein, Chaw Ei, Streitmatter-Tran, Rich and Ko, Aung, this is a sugar sculpture, the artists carved out sophisticated design of pagoda from blocks of sugar. However, it was a pity that the art piece is perishable and could not last through the whole exhibition. Thus, in every new location, the artists have to sculpture the pagoda again.
Partnership are the people who share the common vision who comes together to make the event a success. Partnership can be critical in attracting the resources to plan, manage and evaluate the event's marketing strategies.
The organizers of Singapore Biennale had made partnership agreements with many companies to make Singapore Biennale 2008 a success. They had the main sponsors like the Urban Redevelopment Authority (URA), city development limited, Jet Airways which sponsor them the land to exhibit their art or money to set up the exhibition. They also have preferred sponsors like Ikea and Singapore Tourism Board that provide small furniture for the Kids’ biennale.
They also have venue partners who work with them to provide the exhibition space for them to showcase their exhibits like Raffles City Shopping Centre and Singapore Flyer, official exhibition partners. There are also Official Freight partners, Official Community partners, media partners and many more to make this event a success.
The host of the event was National Arts Council was set up as a Statutory Board in September 1991 to be the leading light for the development of art in Singapore. Its mission is to nurture art and infuse into a part of Singaporean’s life. A success in Singapore Biennale had brought Singaporeans a step closer to arts, allowing public to know that art is not only for niche market, but its actually can be found in everyday’s life. Mr Fumio Nanjo, the artistic director of Singapore Biennale 2008 stated in the guide book, “Art is longer just a hobby an expression of personal taste, supported only by a small art market in major cities. Art is becoming an important tool for a modern and well-rounded society” showing that art is no longer a extra thing in life but it is essential.
The staff were dressed casually in their specially designed uniform. They are stationed at almost every exhibit to make sure that the art pieces would not be damaged by young children or appreciators. They are also required to be knowledgeable about the exhibit to answer any enquires from the audience. They are also very enthusiastic people who welcome us warmly and gave us a short introduction about Biennale and how to go around the place without missing out any art pieces. South Beach Development had 5 buildings in it compounds, if the staff had not told us how to walk around the place in that certain directions, we are bound to miss out quite a few art pieces along the way.
We should forget the back stage crew who had took great pains to set up the place for the exhibitions. We might not see them at work but we should not forget the effort they had put in to make the exhibition a success. Some if the art pieces can be shifted from one places to another, however, some of the artworks, the artists have to redo in order to have it exhibited in Singapore. One of it would be the “September Sweetness” by Thein, Chaw Ei, Streitmatter-Tran, Rich and Ko, Aung, this is a sugar sculpture, the artists carved out sophisticated design of pagoda from blocks of sugar. However, it was a pity that the art piece is perishable and could not last through the whole exhibition. Thus, in every new location, the artists have to sculpture the pagoda again.
Partnership are the people who share the common vision who comes together to make the event a success. Partnership can be critical in attracting the resources to plan, manage and evaluate the event's marketing strategies.
The organizers of Singapore Biennale had made partnership agreements with many companies to make Singapore Biennale 2008 a success. They had the main sponsors like the Urban Redevelopment Authority (URA), city development limited, Jet Airways which sponsor them the land to exhibit their art or money to set up the exhibition. They also have preferred sponsors like Ikea and Singapore Tourism Board that provide small furniture for the Kids’ biennale.
They also have venue partners who work with them to provide the exhibition space for them to showcase their exhibits like Raffles City Shopping Centre and Singapore Flyer, official exhibition partners. There are also Official Freight partners, Official Community partners, media partners and many more to make this event a success.
Economic Impacts and Tourism Roles of the event
The economic impacts of the event derives from 3 sources which are expenditures by visitors from outside the region, capital expenditure on facilities required to conduct the event and expenditure incurred by event organizers and sponsors to stage the event.
Singapore Biennale 2008 had brought in much tourism receipts as it has attracted art lovers from all over the world to view artistic collections we have in our exhibition. When people travel thousand of miles over to Singapore to appreciate art, they would stay over for a few nights to tour around Singapore and all expenditures like the accommodation, food and beverage and shopping will add on to Singapore’s tourism receipts.
Singapore Biennale was a huge event that required much land, electricity, ventilation and renovation of the display sites. Thus, the sponsors and organizers had spent an enormous sum of money on the fanning, electricity, furniture and ventilation in the South Beach Development since no one has used it since year 2000 and air conditioning, facilities and equipment cost in the City Hall.
Many of the art pieces moved from countries to countries for Biennale is an international event. Thus, organizers have spent another sum of money on the transportation, labour, and stage up cost for these exhibits to be presented.
Singapore Biennale is a mega event that requires much pre-preparation work like planning, and designing and decided the stage up for this event would require highly talented persons who may cost substantially. Other working crews for management stage till operations stage of the project contribute greatly to Singapore economy, helping to boost Singapore’s GDP and have a positive impact on Singapore’s economy.
Singapore Biennale 2006 was a success, an exhibition showcasing 195 art collections from 95 artists from all around the world. The first biennale held in Singapore had attracted around 883,000 visitors generating sales of a few million dollars. Since the first Biennale had been such a success, thus, making the success of Singapore Biennale a success easier.
All these money that the organizers, sponsors and tourists have spent would help to increase our tourism receipts and have a positive impact on currency exchange as there is a higher demand of Singapore Dollars if these tourists need our currency during their stay in Singapore.
Singapore Biennale had made Singapore another destination for art lovers to go if they want to find some nice place to appreciate art. Singapore have been trying its very best to promote art, from the building of our esplanade, Singapore had used much effort to bring in art events and festivals into Singapore. Thus, Singapore is another step closer to being a artistic country after Singapore Biennale had been a success.
Singapore Biennale 2008 had brought in much tourism receipts as it has attracted art lovers from all over the world to view artistic collections we have in our exhibition. When people travel thousand of miles over to Singapore to appreciate art, they would stay over for a few nights to tour around Singapore and all expenditures like the accommodation, food and beverage and shopping will add on to Singapore’s tourism receipts.
Singapore Biennale was a huge event that required much land, electricity, ventilation and renovation of the display sites. Thus, the sponsors and organizers had spent an enormous sum of money on the fanning, electricity, furniture and ventilation in the South Beach Development since no one has used it since year 2000 and air conditioning, facilities and equipment cost in the City Hall.
Many of the art pieces moved from countries to countries for Biennale is an international event. Thus, organizers have spent another sum of money on the transportation, labour, and stage up cost for these exhibits to be presented.
Singapore Biennale is a mega event that requires much pre-preparation work like planning, and designing and decided the stage up for this event would require highly talented persons who may cost substantially. Other working crews for management stage till operations stage of the project contribute greatly to Singapore economy, helping to boost Singapore’s GDP and have a positive impact on Singapore’s economy.
Singapore Biennale 2006 was a success, an exhibition showcasing 195 art collections from 95 artists from all around the world. The first biennale held in Singapore had attracted around 883,000 visitors generating sales of a few million dollars. Since the first Biennale had been such a success, thus, making the success of Singapore Biennale a success easier.
All these money that the organizers, sponsors and tourists have spent would help to increase our tourism receipts and have a positive impact on currency exchange as there is a higher demand of Singapore Dollars if these tourists need our currency during their stay in Singapore.
Singapore Biennale had made Singapore another destination for art lovers to go if they want to find some nice place to appreciate art. Singapore have been trying its very best to promote art, from the building of our esplanade, Singapore had used much effort to bring in art events and festivals into Singapore. Thus, Singapore is another step closer to being a artistic country after Singapore Biennale had been a success.
Conclusion
I can conclude that Singapore Biennale had been a success, at least in my own personal opinion. I have seen people from all around the world coming for this event bringing their young ones and seen many students in fascination as they walk from art pieces to art pieces. I went there on a Tuesday afternoon and Saturday afternoon. Thus, I have seen biennale during the peak and non peak hours and Tuesday was as crowded as Saturday. Thus, I can conclude that Biennale is not affected by the non peak periods.
Every component of the marketing mix has been very effective for this mega event, regardless it is packaging, pricing, place or product. It requires all components to be effective to make the event successful. They had done a good job on promotion to attract many public that had not been to any art festival to visit Biennale. I have quite a few friends who do not know how to appreciate art and had no chance to find out more about art until they decide to give Biennale a try. It has also left me very deep impression of the event and I am looking forward to the next Biennale in Singapore, hopefully there is one in 2010.
Every component of the marketing mix has been very effective for this mega event, regardless it is packaging, pricing, place or product. It requires all components to be effective to make the event successful. They had done a good job on promotion to attract many public that had not been to any art festival to visit Biennale. I have quite a few friends who do not know how to appreciate art and had no chance to find out more about art until they decide to give Biennale a try. It has also left me very deep impression of the event and I am looking forward to the next Biennale in Singapore, hopefully there is one in 2010.
Appendices and references
Proof of visit
The above pictures shows:
1) Admission ticket, guide book and brochure
2) Bryan and I at South Beach Development
3) Carynn, Bryan and I at City Hall
Relevant Research material
-The Singapore Biennale 2008 guide book
-Pictures of art pieces that I have mentioned in my blog:
1) Every Time we say good bye
2) Fei Zao
3) Hair Salon
4) September sweetness- after and before
5) Teratoma II
6) Impossibility of the Superstring theory
7) Swing
References
~Website~
1) The official website for Singapore Biennale 2006
Website: http://www.singaporebiennale.org/
Last accessed: 24 November 2008
~Books~
2) Festival and Special Event Management 4th Ed
3) Singapore Biennale Guide Book, 2008, National Arts Council Singapore
The above pictures shows:
1) Admission ticket, guide book and brochure
2) Bryan and I at South Beach Development
3) Carynn, Bryan and I at City Hall
Relevant Research material
-The Singapore Biennale 2008 guide book
-Pictures of art pieces that I have mentioned in my blog:
1) Every Time we say good bye
2) Fei Zao
3) Hair Salon
4) September sweetness- after and before
5) Teratoma II
6) Impossibility of the Superstring theory
7) Swing
References
~Website~
1) The official website for Singapore Biennale 2006
Website: http://www.singaporebiennale.org/
Last accessed: 24 November 2008
~Books~
2) Festival and Special Event Management 4th Ed
3) Singapore Biennale Guide Book, 2008, National Arts Council Singapore
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