Field Trip Reflection Report
Introduction
The event titled “The BIG NAZO Puppet Creature Characters” which was performed by artistes from the USA draws me towards coming to the event while I was merely walking along the Esplanade Waterfront. The outdoor event which was surrounded by palm trees and windy atmosphere was held on the 13 June 2008, Friday, 6.30pm at the Esplanade Stage @ Powerhouse.
It was indeed my first time coming to a Flipside Free Performance where I could meet the BIG NAZO puppets and creature characters up-close as they entertain the audience with their humorous antics. The significance of the event was the creativity of the casts who were wearing costumes that covered their body identity but still being able to make their own characters into life also had good interaction with the audience by pulling them on the stage to participate in the show.
The background of the organiser
The Esplanade - Theatres on the Bay, or fondly known to Singaporeans as the Durian, is Singapore's latest performing arts center. It was designed by local, German and British architects. It was officially opened in October 2002 and took about 6 years to complete its construction. The mini festival usually features 70 free and ticketed performances.The Singapore Arts Festival first began life in 1977 as a national arts festival celebrating local arts activity of Singapore’s diverse communities. Over recent years, the Singapore Arts Festivals consistently brings together a fine mix of local, regional and international works, often on the cutting edge for an embracing festival.
The role of events to the organiser (attraction/venue)
The role of the event was as a tourist attraction since it runs a series of programmes which showcases the international talents which in turn caters to its diverse audiences that encompass music, dance, theatre and visual arts, with a special emphasis on Asian culture.
The Singapore Arts Festivals had a role of a catalyst to the organiser in the development of the artistic and cultural life of Singapore. It has influenced the work of artists and generated a growing public demand for the arts, spawning new cultural platforms, events, and movements that help underpin the lively cultural scene in present Singapore.
Stakeholders in the event
Esplanade and Singapore Arts Festivals was the main stakeholders of the events.The stakeholders in the events are also the sponsors who were in association with Esplanade partner such as SHINE, Nokia, National Youth Council and Ministry of Community Development, Youth and Sports. The other stakeholders are the media, government, contributors and the city communities of the events.
The stakeholders that are indirectly part of the event were the contractors, the sound system crew, and the posters that were found on the walls near the walkway to Esplanade and also the cleaners since they were the one helping to clean and tidy the event place.
Target market
Since the event is about lightening oneself and having fun with the casts and the audience, the targeted market would be the families, teenagers, children, working adults. The age group of the audience varies from 5 to 50 years. Children especially would be the main target audience since the show is all about cartoon characters and super heroes which would pull them towards watching the show.
Marketing strategies employed by the organiser
The marketing strategies employed by the organiser are the 8 ’P’s in events marketing and it ensure that the event was a success.The product of events would be the flipside events itself and the festival experience which encompass music, dance, theatre and visual arts.Esplanade is a well equipped arts centre therefore, it was appropriate for the event to be held there. The people involved in the event were basically the performers, audience and the events helpers.The organisers with its partner NOKIA connecting People as well as the other stakeholders were excellent in producing the events. To create awareness, website, posters, banners, handouts were made available at the venue and also as to attract audience and make it easy to check the timings and the programmes.
The series of programmes organised which showcases the international talents were well carried out and brought in some fresh elements from other country.The people which came to the event were attracted to the well known reputation of Esplanade and the good image of the destination being portrayed.As for the pricing, the organizers had a well balanced way in pricing the events. Some events were charged, while others were free of charge. As BIG NAZO Creature Show was not chargeable, it attracted a great number of crowds. In all, Esplanade had planned the marketing strategies well.
Rate the organization
I would say that the event was running smoothly and things seem to go in a good flow during each interval of the programmes. It was very accessible to get to the place. On the other hand, the seating plan could be improved to ensure that the audience could view performances clearly. The information staff was very good in conversing with the locals as well as the tourist to clear out the doubts. The numbers of targeted audience were overwhelming as there was not enough space for some to seat. I would rate the event 9 out of 10, for the performance as it was lively and humorous, location wise it was good due to the atmosphere, the way the event was publicize, the crowd they attracted and also for a job well done.
Potential of the event by the organiser to meet tourist demand
Esplanade Flipside event is a Hallmark events as my opinion since it is one or recurring events of limited duration with quality and authenticity. As it is a large-scaled annual event that focuses on Arts, it has a high potential of meeting tourism demands. The event is bound to attract a niche market of tourists who are arts enthusiasts.
The event which I went attracted quite a number of tourists who was with the families to watch the international cast performing. Esplanades have many free programmed events to cater to the tourists who want to watch the events for free. To attract tourists from other countries, the organiser could advertise the events worldwide so as to get a good coverage for the events.
Value of Event
According to the Singapore Tourism Board, their mission is to develop and champion tourism, so as to build the sector into a key driver of economic growth for Singapore.
Since the event is a Hallmark event, it was developed to enhance awareness, appeal and profitability of the tourism destination in short term. The event is a success due to the unique touch in combining with local and international artistes together. It attracts attention to the tourist in a timely significance to make them come for the events.
Since the Flipside events are like a lighter side of arts compared to the strong arts in Singapore Arts Festivals, it might want to add in more features from Singapore Arts Festivals. They can feature short clips of the Flipside events in the “Uniquely Singapore” website to draw attention to the events locally and internationally.
Conclusion
On the whole, these field trip event have provided me with a first hand account of the selected event and i have made the time out to attend the chosen event as an audience. It was indeed a successful trip to the events at the Esplanade. (:
posted by Fizah Fee @ 8:08 AM
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