I have decided to compare the Singapore Arts Festival with the Hong Kong Arts Festival due to similar city characteristic and size that is urbanized and densed in terms of population. They also vision themselve to be the capital of Asia hence I find it appropriate to compare these two cities. I will evaluate them accordingly to the eight marketing mix.
Product
Singapore
The Singapore Arts Festival brought an amazing array of performances such as the Distant Worlds: Music from Final Fantasy, a renowned Japanese role-playing game series conducted from Grammy award-winner Amie Roth.
It also has the Sutra, a dance performance by monks from a Shaolin Temple from Henan China, collaborating with Sidi Larbi Cherkaoui. The show itself was said to be “This unique, profoundly imagined work takes the concept of cultural exchange to a new level." As quoted from The Guardian(UK).
Last but not least would be the performance by The World Famous (UK) during the Closing – Crackers? It was spectacular with amazing pyrotechnic and daring firework display that sets the theme of taking risks.
Crackers? set the audience amidst the stunning wide array of pyrotechnic and firework manipulation whereby the sparks were even released by a wind mill-like structure that mimics the action of a wind mill.
Hong Kong
The Hong Kong Arts Festival on the other hand oversees Hong Kong Chinese Orchestra Music About China 3. Amidst the political tension among Hong Kong and mainland China in the previous decades, the performance is said to to be able to present works of various styles in just one concert. It is also featuring the work of Guo Wenjing, the only Chinese composer that has a standing in the international arena.
It also consist of a National English Ballet with the theme Alice in Wonderland that is said to be spellbinding and amazing with stunning dancers and enjoyable music.
Next we have the Outdoor Dance Gala by Helen Lai, the City of K. The performance has taken many inspiration from various cultures from the classical Chinese, to Latin American and also Greek.
For some performances, strict emphasis is placed on punctuality and late-comers may be denied of entrance.
Comparison
On the overall, I felt that Hong Kong outshined Singapore in terms of originality of the product. Hong Kong has actually featured many of its local artists in the arts festival and it has brought the rich Hong Kong chinese culture into it while Singapore has much or less absorbed the contemporary modern world performances such as the Distant World Music performance.
Both aimed to raise the public awareness of the various cultures and art form and I felt that Hong Kong better met that criteria as it has brought in its own interpretation of the art and hence its product is much more marketable and compatible with their intended audience of tourists and locals.
The Hong Kong Arts Festival also took note of how late-comers may disrupt the pleasure of the audience and took a strict approach in denying late-comers of entry.
Best Practices
The product of the Art Festival is intangible as it is an experience and the event is usually for leisure purposes. This experience is affected by the people attending the event, hence it is important that the audience are compatible with each other as they may come from various market segments.
It is also imperative that interaction of the audience on site does not spoil the pleasure of others. Hence management may wish to restrict certain age group from entering certain performances such as children not being allowed to enter some Opera performances and late comers denied of entry.
It is also important that the content of the event is accepted by the audience and meet their leisure needs.
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Place
Singapore
The Singapore Arts Festival did quite an amazing job by selecting new venues for their events such as the Marina Barrage for the Opening and the Crackers? for the Closing to Yishun central where they can possibly foresee market expansion in terms of audience especially with the Yishun Central.
It also used Sistic as a ticketing agent to widen its distribution network to even oversea Indonesia and Malaysia as well. Tickets are also available at the counter for one hour before commencement at the venue of the performance and can be booked via the internet and telephone as well.
Hong Kong
The Hong Kong Arts Festival has its performances at Cultural Centre Piazza and Concert Hall and Grand Theatres to name a few in which the physical settings can be appropriately arranged and technical requirements can be met easily.
One of the performances, Karbido – The Table was performed at multiple venues.
The Hong Kong Arts Festival allows advance booking via Internet, Postal and even Fax Booking. Postal booking can be done by downloading forms or in the programme and booking guide and sending them in to URBTIX with cheques.
Overseas booking can also be done via Fax although a service fee of 20 Hong Kong Dollars is implicated.
Counter Booking can also be done at HK Ticketing Outlets and URBTIX Outlets.
Comparison
On the overall, Hong Kong had a much more flexible ticket distribution via the Internet and overseas Fax booking. Singapore made it up with oversea distribution via Sistic outlets however it is not wide enough although it is covered by booking via the Internet.
Hong Kong Arts Festival managed to use multiple venues for some of its performances, a strategy to penetrate the market while Singapore Arts Festival cleverly used Marina Barrage to catapult the opening of the Singapore Arts Festival.
Best Practices
It is often wise to use a ticketing agency as they allow you to widen the distribution network and it simplifies the purchasing process for customers. In addition to that, they also facilitate payment by credit card and telephone bookings.
It is also better as this can solve security problems of cash payment at the counters at the venue. Cash flow towards the event producer is also efficient as it is payment in advance.
The use of Internet as a medium for ticket distribution is also efficient due to high speed and consumer ease. On top of that, customers are allowed to choose within their own time and can easily suit their time constraint.
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Partnership
Singapore
The Singapore Arts Festival has partnered with various segments, as the organizer is the National Arts Council, it works closely with the Singapore Tourism Board, SBS Transit and HDB. It also worked with Ez-link to provide free specially designed ezlink cards featuring the Singapore Arts Festival. It also worked closely with PUB to hold the Opening Helios II performance at the Marina Barrage and with the Esplanade.
They also partnered with Sistics in distributing the tickets as well as several TV stations such as Channel 5 and OKTO TV stations.
It also has various sponsors and dedicated volunteers that participated in the marketing of the event as well by brochures distribution. During the Opening – Helios II, volunteers can be seen directing visitors into the Marina Barrage from Marina Bay to the shuttle bus stop.
Hong Kong
The Hong Kong Arts Festival has received donations HSBC, Zhilan Foundation and several others, enabling full-time students to enjoy discount up to 50%.
Hong Kong Arts Festival is also supported by the Hong Kong Tourism Board and the Hong Kong Jockey Club Charities Trust.
The Hong Kong Arts Festival also offers other sponsorship scheme ranging from Programme Sponsor that grants logo exposure and publicities online and on-site.
They also worked with Mastercards with a special scheme that allows interest-free purchase of tickets and payment by instalments.
Comparison
On the overall, Singapore Arts Festival was better in terms of its partnership, the management worked with volunteers which is essential as volunteers form part of the community and the community is one stakeholder that the management needs to take care in mind. The Hong Kong Arts Festival on the other hand is a non-profit organization hence are volunteers by nature. They receive sponsors from groups, organization and individuals.
Best Practices
It is very important to consult the community when organizing an event and hence, voluntary work is very a good way to legitimize an event and get the community involved in the event. This is so that the organizer of the festival or event can build a a good solid relationship with the community and build a strong partnership which makes an event successful. This also includes those with sponsors, government bodies and attendees.
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Promotions
Singapore
The Singapore Arts Festival was advertised by brochures, travel guides , SISTIC brochures. It was also advertised in the Internet, it has a main website that promotes the Singapore Arts Festival and it was also promoted in many other websites such as SISTIC and several travel agency as events creates value for them.
This year also oversees aggressive sales promotional efforts due to current economic situation, there is the Early Bird discount, Concession for full-time students and NSF, discounts for group booking. Ticket holders also receive benefits as they are entitled to discounts at other shops and companies, such as enjoying discount at Marina Mandarin.
Customers also receive additional discounts when they buy tickets to more than one performances. There was also more emphasis on making the tickets available to students as there is also school booking this year.
There are also official bloggers that do write-up on the events and performances of the festival and it might actually solve the problem of intangibility of the experience by tangiblizing it into photos of the events.
Hong Kong
The Hong Kong Art Festival also has an online website. I’m unaware of the brochures as I am not able to get them. As Hong Kong Art Festival is a non-profit organization and hence they may not be able to carry out aggressive promotional efforts.
They however have a partnership with Mastercards which allows customers to buy now and pay later with no interest added to it. They could also pay by instalment, however this applies to purchases over 500 Hong Kong Dollars.
There is an online festival magazine attached on the official website of the festival which displays pictures and details of the performances that they have.
Comparison
On comparison, the Singapore Arts Festival had a much more stronger and aggressive promotional efforts. Partly due to the organizer being a national government agency and strongly supported by the Singapore Tourism Board.
In addition to that, they learned from past mistakes and took a different approach. They even moved the date of the festival, aligned convenient near the school holidays for students and took it even further by being aggressive in promoting to them. This is especially important as this period is a period of economic downturn whereby leisure and tourism products are very elastic and sensitive to poor economic situation.
Comparing both websites, both websites are dynamic, they integrated technology by not having it very static and worded. Navigations are also easy and both websites are clear and simple.
Best Practices
It is imperative that the advertising campaign try to tangibilize the experience of the event, whether be it by pictures, videos and even event logo itself. Also, the medium used during the campaign should have a high reach and frequency. It actually means how many people that the message reached to and how many times they come across the message.
It is also important that websites are to be user-friendly and simple. It should not be too wordy or make the text too complex. Links on the website should also be obvious and clearly signposted. Last but not least, the website should make the user confident if they are about to make purchases using credit cards by letting them know that the website is integrating a solid security system.
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Packaging and Distribution
Singapore
There is little packaging involved for the Singapore Arts Festival, much of it consist of buying tickets for several shows and performances at great discounts. Members are also granted additional discounts. The other packaging element would include the group bookings whereby purchase of 15 tickets or more is entitled to 15% discount.
The distribution network is quite large, SISTIC outlets stretches to Malaysia and Indonesia and the Internet is a useful global platform to make bookings.
Hong Kong
For the Hong Kong Arts Festival, there is no packaging involved.
The distribution network for the Hong Kong Art Festival is large, they have outlets distributed all over Hong Kong and they accept bookings oversea by Fax too. They also accept postal booking.
Comparison
I felt that both festival lack of packaging elements in it although the Singapore Art Festival pulled something to attract customers by packaging their tickets together at great discounts.
In terms of distribution, I felt that the efforts made by both festival management were equal. Their distribution network is regional at best.
Best Practices
It is always good to come up with packages that include food and beverage, accommodation and other forms of entertainment. One essential thing to take note in packaging is, to package them into packages that are easy to book and almost hassle-free as complications may turn customers away.
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Programming
Singapore
The Singapore Arts Festival consisted of performances that integrates contemporary art forms with cultures, this can be illustrated by the Sutra which consist of monks from Shaolin temples and the Helios II performance in the Opening, the Crackers? and also the RED.
They were also performed at sites that fitted the concept of performance and festival. Crackers? was about taking risks and it was done at Yishun Central amidst HDB estates. The RED performance was an abstract and it took place at Vivocity, a place that suited the performance as the design and ambience of the mall is contemporary.
Hong Kong
The Hong Kong Arts Festival consisted of a wide array of performances that are distinctly rich. Performances such as the English National Ballet; Alice in Wonderland, Outdoor Dance Gala by Helen Lai, Music about China 3. They are all distinct in terms of cultures, which fitted their primary aim of bring awareness for the arts and promote the exchange of culture.
The venue in which these performances were held are mostly in Concert Hall in the City Hall and the Grand Theatre at the Cultural Centre. These venues are probably chosen to support the technical aspect needed to perform.
Comparison
In terms of programming, the Hong Kong Arts Festival managed to bring in a wide array of performances that are distinct and not merely abtracts. Hence I felt this fitted their concept more because it was more about the exchange of culture while the Singapore Arts Festival brought in contemporary performances with Asian culture in it which is interesting but not authentic in terms of its culture.
Best Practices
It is important that there is a distinguishing concept in the program. This is so that the audience do not find it as a mere abstract but something that has meaning to them.
It is also important for the program to be compatible with the venue and site for the performances so that it really works out best.
Last but not least, it is important to check whether the performers is compatible to the market that the festival is trying to reach out to and the technical quality of the performance.
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People
Singapore
One of the performances in the festival, the Crackers? has a recommended age segment limit, they recommend children below 10 not to come because of the sound and pyrotechnic.
Hong Kong
The Hong Kong Arts Festival took a firm stance against late comer as they may potentially disrupt the experience of the other customers. They may be denied entry or they may only come in during intermission.
Comparison
Both art festivals, in their own way, has tried to ensure that the experience for the customers is not potentially disrupted by others.
Best Practice
As people is part of the experience that is gained by going to the festival or event and is hence the product. It is important to ensure that the interaction between the customers do not spoil their experience. This can be done by ensuring that the various targetted market segments within the audience are compatible with each other.
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Price
Singapore
Performances in the Singapore Art Festival varies in terms of their pricing, some of the performances such as the Helios II, RED and Crackers? are free. The Helios II even had free shuttle bus to the venue of the location while RED and Crackers? were located at Vivocity and Yishun Central respectively. Both of which is accessible by bus and MRT especially Vivocity.
The performances at the Esplanade Concert Hall such as the Distant World: Music From Final Fantasy had various prices set for different seatings.
There is also the Early Bird Promotion in which there will be discounts for tickets purchased between 9 March to 12 April 2009 and the extent of the discount increases for more number of ticket purchases. Full-time students and NSF as well as Senior citizen are granted 20% discounts on tickets.
Hong Kong
There were also free performances in the Hong Kong Art Festival such as the Outdoor Dance Gala by Helen Lai; The City of K.
The other performances also had various prices set for different seatings such as for the English National Ballet – Alice in Wonderland. On top of that, students and people with disabilities are offered half-priced tickets
Comparison
I felt that the Singapore Arts Festival did a covered a larger area in terms of providing different prices although the Hong Kong Arts Festival did provide a more substantial concession for students and people with disabilities. The Singapore Arts Festival also covered other cost, most of the performances were held at venues that are very accessible and they provided free shuttle bus service to those that are hard to reach such as the Marina Barrage in which a traffic problem may arise had they not provide the bus service.
Best Practices
It is imperative that organizers position the event and communicate the benefits such that potential customers will perceive a positive value when substracting the benefits with the cost which includes time cost such as the opportunity to do other things given the time, psychic costs which is the emotional cost of attending and engaging in interactions with other people, sensory costs in terms of noise which may be too loud and physical costs which includes the travelling time and leisure experience consumption
It is important that organizers also cover the cost of the event through other means such as sponsor for a free event. For mass market event, it is important to take note of its affordability. On the other hand, you have different prices for different seats for a event, the higher priced tickets can be for seats that are nearer to the stage and performance. It is higher-priced as there is a higher perceived value to it as compared to seats relatively far from the stage or performance.
Photos from the Arts Festival
