EVENTS MANAGEMENT INDIVIDUAL REFLECTION JOURNAL


Introduction

The purpose of this report is to provide a first hand account of one of the selected event, identify the type of event under observation and its characteristics, critic on the marketing strategies of the organizers, consider the values of the event to Singapore’s tourism economy and lastly to recommend alternative strategies for effective marketing.

I have chosen Singapore Flyer for my individual report and it will look into the background of the Singapore Flyer, the role of events to Singapore Flyer, stakeholders of the event, the target market, the marketing strategies in use by the Singapore Flyer, rating of Singapore Flyer and its event, the potential of Singapore Flyer to meet tourist demand and lastly how the value of Singapore Flyer can be raised to align with the tourism mission of Singapore.

The method of investigation is by observing the event organized by Singapore Flyer on 8 June 2008. In addition, research was undertaken using the Internet.



The background of the organizer

The Singapore Flyer is officially launched in 2008. It is a giant observation wheel that features brilliant engineering breakthroughs a world apart from the traditional ferris wheel, is set to be Asia’s most visible iconic visitor attraction. It is standing at a stunning 165m from the ground which offers breathtaking panoramic views of the shimmering Marina Bay waterfront, historical landmarks dotting the city skyline and the future developments such as the F1 circuit.

Featuring fixed capsules of a bus, it is able to hold up to 28 persons per capsule and each revolution takes approximately 30 minutes.

Singapore Flyer was conceived and designed by Dr. Kisho Kurokawa and DP Architects, Singapore. It held its groundbreaking ceremony in September 2005 and was launched recently this year.

With high standards of service, the Singapore Flyer dedicated team is committed to provide visitors an experience they will remember.


Discuss the role of events to the organizer

The role of events to Singapore Flyer are place marketing, tourist attraction, image maker, catalyst and animator.

The event can help Singapore Flyer to create positive image in Singaporean families and tourists. When Singapore Flyer organizes an event, they are trying to promote Singapore Flyer to those who came to attend the event and make them involve in their activities. Events can also improve the quality of life because the working life in Singapore is very hectic, hence events can help Singaporeans and tourists to relax and enjoy their day through the event activities and riding the Flyer. In this case, events will attract a lot of people, media and investors over.

It can also attract quality tourists who are interested in unique infrastructure and spread demand for the Singapore Flyer. Through events, the shops are able to benefit when tourist and families start to attend and they will spend more time and money there. This will also increase the probability that they will visit Singapore Flyer again when there is no event going on.

Events will stimulate the infrastructure of Singapore Flyer and assist urban renewal. When tourists are happy with their experience with the events at Singapore Flyer, they might consider doing partnership with Singapore Flyer organizing events, thus stimulating business or trade. In this way, it will benefit to Singapore Flyer as they are able to mitigate those negative imagery in their target market through events.



Identify the stakeholders in the event

The stakeholders of the events are mainly the media, investors, shops owners, employees, general public, government agencies, Singapore Tourism Board and their sponsorships, which include Visa and Singapore Maritime Officials Union (SMOU).

The stakeholders supported Singapore Flyer event and will benefit a lot from the event.







Identify the target market

The target market of this event is to attract Singaporean families and tourists who have not visited or ride on Singapore Flyer and to create awareness and interest in them that Singapore Flyer is one place where families or couples can hang out at.










Critically discuss the marketing strategies employed by the organizer

The marketing strategies employed by Singapore Flyer are the 8‘Ps’ as follows:

Product
The product of this event is to promote the Singapore Flyer as one biggest ferris wheel in Asia and also the shops that are located there. In order to promote their Flyer, they will have to provide good quality service to their customers so that they experience positive feeling and will visit the Flyer again.



Place
Singapore Flyer is situated at 30 Raffles Avenue and is easily accessible by bus, mass rapid transit, shuttle bus or by private transportations. The atmosphere of Singapore Flyer is breathtaking because it is surrounded by panoramic views of the shimmering Marina Bay waterfront, historical landmarks dotting the city skyline.


Partnership
The partners of Singapore Flyers are Singapore Maritime Officials Union (SMOU), Singapore Tourism Board, Visa and the government. All these companies gave full support to the events which makes it a successful one.

Promotion
Singapore Flyer uses publicity, advertising and sales promotions to promote their event. Banners are put up around the area to inform people of the upcoming events and brochures are given to companies to encourage their employees to bring their families along. There are a lot of articles on the internet and newspaper featuring the beauty of Singapore Flyer which gives a boost in their publicity. Lastly, there is a sales promotion going on for families, which they are able to purchase it at a lower price if they come with their family members. UOB cardholders are able to enjoy a 10% discount on Signature Cocktail Flight tickets with a minimum purchase of 2 tickets.

Programming
Singapore Flyer have a series of activities and games lined up for all ages from colouring competitions to tele matches and not forgetting the grand lucky draws which will be able to attract a lot of people. There is also competition for audiences to take part like the Best Costume Competition and the exciting Treasure Hunt. Without these activities, the event will not be successful as it will not be able to catch hold of the audiences’ heart to stay longer.

People
The employees involved in the event are all well trained to give audiences their best service so that they will be satisfied with their day at the event. Hosts are employed to help liven up the atmosphere during the event. The most important people is the audiences, without them the event will not be able to carry out.

Packaging and Distribution
Singapore Flyer events package themselves as a place for Singaporean families and tourist to hang out at. The tickets for the Flyer is available at the tickets counter at Singapore Flyer. They can also purchase their tickets online.

Price
The price of the ride of Singapore Flyer is $29.50 for adult, $20.65 for child and $23.60 for senior for a 30 minute flight up the Singapore Flyer to savour the magnificent skyline views, stunning scenery and waterfront architecture. Express boarding tickets are also available at a much expensive rate.



Rate the organization of the event

The event is quite successful and well organized because of the crowd around on the day of the event and the queue up the Singapore Flyer is very long. Through this event, it will create a positive image in the audience and they might consider celebrating any occasions there in the near future. The management of their human resource is also successful as there are enough employees to help the audiences around when they needed help.





Discuss the potential of the event by the organizer to meet tourist demand

Singapore Flyer alone will not be able to meet the tourist demand because as time pass by, people who always visit the Flyer will get bored by it. When there is event going on, people can experience different kinds of activities and therefore different kinds of feelings.

There should be more events and programmes put up at Singapore Flyer to meet the tourist demand. It can be held for different festivals and occasion to attract more tourist and Singaporeans to come together to celebrate.


How the value of the event could be raised to be align with the tourism mission of Singapore

The tourism mission of Singapore is to “develop and champion tourism, so as to build the sector into a key driver of economic growth for Singapore”.

As Singapore Flyer is the biggest ferris wheel in Asia, it has bring a lot of attention to tourist out there to come over to Singapore to ride on it. Through events, they will come with their friends and participate in the event, therefore boost the economic growth as they spend money at the retail or food and beverage outlet situated at Singapore Flyer.

Singapore Flyer can also organize special interest event to target at those with different interest target market so as to attract more people to the Flyer and boost their revenue. In years to come, I believe Singapore will be able to attract their targeted number of tourists to Singapore and boost economic growth.


Proof of visit




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References:

• http://www.singaporeflyer.com/


• http://www.wikipedia.com/


• http://www.yahoo.com.sg/

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