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.