Content
1. Festivals & Event Management (i)
a. Introduction to Beerfest Asia 2009
b. Oktoberfest- Munich, Germany [Similar Festival]
2. Festivals & Event Management (ii)
a. Comparison in term of Marketing Strategies
3. Festivals & Event Management (iii)
a. Best practices in Beerfest Asia
b. Stakeholders of Beerfest Asia
4. Festivals & Event Management (iv)
a. Main purpose of this event
b. Tourism benefits received by host city
c. Conclusion
5. Appendices
a. Photos taken [Beerfest Asia 2009]
Sunday, June 21, 2009
Festivals & Event Management (i)
Event Chosen: Beerfest Asia
Introduction to Beerfest Asia 2009
Beerfest Asia 2009
Date: 29 April 2009 - 03 May 2009
It was a major event that are capable by their scale and media interest, of attracting significant visitors numbers, media coverage and economic benefits.
Beerfest Asia was located near the Singapore Flyer, and was situated on the F1 tracks.
There were more than 100 kinds of beers from different countries such as Chile, Mexico, Switzerland, Germany, Belgium, and USA. Some beer cost as low as $3.
There were even different band performing every day. Some are world famous band such as Hell’s Belles.
Oktoberfest- Munich, Germany [Similar Festival]
Oktoberfest 2008
Date: 20 September 2008 - 05 October 2008
Oktoberfest is a beer festival which has a longer history.
Although both festivals are doing well, Oktoberfest is more successful as it is able to attract more people from visiting on the following year.
In the year of 2008, it attracted 6.2 million of visitors, which drank around 6.7 litres of beer.
Introduction to Beerfest Asia 2009
Beerfest Asia 2009
Date: 29 April 2009 - 03 May 2009
It was a major event that are capable by their scale and media interest, of attracting significant visitors numbers, media coverage and economic benefits.
Beerfest Asia was located near the Singapore Flyer, and was situated on the F1 tracks.
There were more than 100 kinds of beers from different countries such as Chile, Mexico, Switzerland, Germany, Belgium, and USA. Some beer cost as low as $3.
There were even different band performing every day. Some are world famous band such as Hell’s Belles.
Oktoberfest- Munich, Germany [Similar Festival]
Oktoberfest 2008
Date: 20 September 2008 - 05 October 2008
Oktoberfest is a beer festival which has a longer history.
Although both festivals are doing well, Oktoberfest is more successful as it is able to attract more people from visiting on the following year.
In the year of 2008, it attracted 6.2 million of visitors, which drank around 6.7 litres of beer.
Festivals & Event Management (iii)
Best Practise in Beerfest Asia
1. Fence- There were queues directed with fence to prevent them from going in flocks.
It is also where wrist tag tickets were gotten as well as where we get our identification card checked for legal age.
2. Beerfest currency- For hygiene purposes.
At the same time, it helps to calculate the monetary transaction more accurately.
3. Air ventilation & water spray- They were in between the tables as well as at the sides to ensure that the temperature of the event remains cooling throughout the night.By having a cooling atmosphere allows people to be more relax, so people can enjoy every moment at the Beerfest with a beer in hand.
4. Tables- Other than cocktail tables, there were long benches of tables neatly arranged inside or outside of the tent for people to seat down, enjoy their beer, chat with their friends or even make friend with people seating around them.
5. Outdoor LCD screen/ Chill out area- If people feel crowded, there were a big outdoor LCD screen where you could catch what was happening directly on the stage. Other than that, there was a chill out area where you could chill out, smoke or even enjoy the night scenery of Singapore River.
Stakeholder of Beerfest Asia
The stakeholders of the event are someone who is concern of the event. This includes the host organiser, host community, sponsors, media, co-worker, participants and spectators.
The host organiser of the Beerfest Asia: People from Beerfest Pte Ltd.
They were ones who organise and host the event to ensure that they will be a success.
The host community of the event is the people who is around and is indirectly related to the successful of the event.
Host community:
1. organiser of Singapore flyer
2. hotels: Grand Park City Hall
3. people staying near the area.
There were different kinds of sponsors for Beerfest; they were sponsors for venue, music, food, sound, ventilation.
Some of the sponsors:
1. Official credit card: Citibank
2. Official venue: Singapore Flyer
3. Official event magazine: Time out Singapore
4. Official music partner: Timbre Music
Media are the ones who help to promote the festival to the public.
1. Radio station: Power 98.
2. Webpage: HungryGoWhere.com.
3. Magazine: Time out Singapore & FHM Singapore.
Co-workers are the people who are employed to run the event. There were the contractors of the event.
1. Technicians from CSP production
2. Refrigeration contractor: Lowe Refrigeration
3. Ventilation contractor, Bio Air
4. Exhibitors & the promoters
The participant and the spectators are people who must be present to make sure that the program with be a success.
1. Participants for Beerfest, band performers: Vertical Horizon.
2. Spectators of the festival: The people who were watching the band performance.
1. Fence- There were queues directed with fence to prevent them from going in flocks.
It is also where wrist tag tickets were gotten as well as where we get our identification card checked for legal age.
2. Beerfest currency- For hygiene purposes.
At the same time, it helps to calculate the monetary transaction more accurately.
3. Air ventilation & water spray- They were in between the tables as well as at the sides to ensure that the temperature of the event remains cooling throughout the night.By having a cooling atmosphere allows people to be more relax, so people can enjoy every moment at the Beerfest with a beer in hand.
4. Tables- Other than cocktail tables, there were long benches of tables neatly arranged inside or outside of the tent for people to seat down, enjoy their beer, chat with their friends or even make friend with people seating around them.
5. Outdoor LCD screen/ Chill out area- If people feel crowded, there were a big outdoor LCD screen where you could catch what was happening directly on the stage. Other than that, there was a chill out area where you could chill out, smoke or even enjoy the night scenery of Singapore River.
Stakeholder of Beerfest Asia
The stakeholders of the event are someone who is concern of the event. This includes the host organiser, host community, sponsors, media, co-worker, participants and spectators.
The host organiser of the Beerfest Asia: People from Beerfest Pte Ltd.
They were ones who organise and host the event to ensure that they will be a success.
The host community of the event is the people who is around and is indirectly related to the successful of the event.
Host community:
1. organiser of Singapore flyer
2. hotels: Grand Park City Hall
3. people staying near the area.
There were different kinds of sponsors for Beerfest; they were sponsors for venue, music, food, sound, ventilation.
Some of the sponsors:
1. Official credit card: Citibank
2. Official venue: Singapore Flyer
3. Official event magazine: Time out Singapore
4. Official music partner: Timbre Music
Media are the ones who help to promote the festival to the public.
1. Radio station: Power 98.
2. Webpage: HungryGoWhere.com.
3. Magazine: Time out Singapore & FHM Singapore.
Co-workers are the people who are employed to run the event. There were the contractors of the event.
1. Technicians from CSP production
2. Refrigeration contractor: Lowe Refrigeration
3. Ventilation contractor, Bio Air
4. Exhibitors & the promoters
The participant and the spectators are people who must be present to make sure that the program with be a success.
1. Participants for Beerfest, band performers: Vertical Horizon.
2. Spectators of the festival: The people who were watching the band performance.
Festivals & Event Management (ii)
Comparison in terms of marketing strategies
To compare Beerfest Asia with Oktoberfest in term of marketing strategies, I have decided to use the 8P’s. The 8P’s for marketing event includes the product, place, people, price, partnerships, promotion, programming, packaging and distribution.
1. Product
Product is what the customer is actually buying. It is usually the customers’ needs, wants and demand. It can be the festival experience or the actual product that is selling.
Beerfest and Oktoberfest: They are selling the beers. Beers go well with food too. Therefore for both festivals, there were foods sold.
Beerfest: There were goods such as shirts or even air guitars sold in Beerfest Asia. The air guitar was used to push the atmosphere to a greater height.
Oktoberfest: They came out with souvenir to let people keep the memory of it. At the same time they even created a mascot for their event, named Wiesn-Wastl.
2. Place
For the place, it refers to the location and the venue of the event, as well as the how the products are distributed.
Beerfest: People who visit would remember the event for a longer period of time because of it location. They may link the festival with Singapore Flyer as it was situated near Singapore Flyer.
The organisers of Beerfest have worked together with Singapore Flyer for visitors to be entitled with free admission to Singapore Flyer for some types of the ticket brought.
Oktoberfest: Munich, Germany. It has a better accessibility network. Thereby both transportation and hotel were situated around the festivals venue. Although there was a closing time for visitors, people can have a longer stay at the event as they do not have to worry for mode of transport if they were staying nearby. The atmosphere of Oktoberfest was very relaxing as if you were chatting with long lost-buddy.
Beerfest and Oktoberfest: As for how the products were distributed, the ticket could be bought online and onsite.
3. People
People refer to people who are in the “cast”, the audience, the hosts and guest. They are the ones who make the festival a happening event.
Beerfest: The “cast” were the performances performing the band, such as Vertical Horizon (USA), Hell’s Belles (USA), 53A (Singapore) and Beerfest All-Star Blues Band (Singapore). The audiences were the visitors, who bought the ticket for the event, drink the beers or watching the band performances. The host were the organisers who held the event; they were people from Beerfest Pte Ltd. As for the guest, they were the one with special privileges and were the only group that were able to enter B-Yond VIP Club Night Mayfair.
Oktoberfest: Their cast were much bigger than Beerfest Asia, there were traditional parade introducing the traditions of the event. And this involves around one thousand participants moving from one beer tent to another. Similar with Beerfest Asia, their audience are visitors going for the event. The host for Oktoberfest was the organizer of the event and the guest were the people who were invited for something.
4. Price
Price is what the visitor pay for the event, the admission or the product.
Beerfest: There was free admission for children under 7 years old with accompaniment by an adult for Beerfest Asia. Not everything sold there were expensive, most of the beers were affordable. Some of the price of the beer can be as low as $3. The merchandise which sells air guitar for example, were sold at the 25 dollars for 3.
Oktoberfest: There was Family day, during that particular day, there would be discount for fairground, admission and merchandise. They even sell lanyards in their merchandise store. However due to the high currency exchange rate, it makes the product costly.
5. Partnerships
Partnerships can be joint marketing or stakeholders in producing the event. Beerfest Asia had worked together with many different partners to maximize the benefits for both the audience and the host.
Beerfest: Beerfest organisers had worked with Singapore Flyer for Hospitality Ticket holders for a complimentary ticket at Singapore Flyer. They also come together with Uniquely Singapore to reach out to more people within a shorter period of time.
Oktoberfest: They had work together with some hotels to suggest and provide choices for the visitors to choose and select. They also work with rides providers such as Olymia Looping, Eurostar as well as some ride that could only be found in Wiesn, such as Krinoline.
6. Promotion
Promotion is to reach out to more people, through measures such as advertisement, public relation, and sales promotion.
Beerfest and Oktoberfest: They advertise through internet and they work with media to reach out to mass public.
Beerfest: There was different price for different age group. Students and senior citizens can purchase their ‘concession’ tickets earlier. At the same time, there was discounted price for early-birds and groups.
7. Programming
Programming within the event is also a marketing decision, especially by way of creating benefits.
Beerfest: They had different band performance everyday and there was wresting championship during the last two day to increase interaction between the visitors.
Oktoberfest: There were traditional performances during the first weekend.
8. Packaging and distribution
Packaging and distribution is the destination that is package with other attractions and services, or events can offer their own.
Beerfest: Worked together with Singapore Flyer a destination.
Oktoberfest: Works together with Wies’n Park to bring amusement park together with the festival.
9. Summary
Beerfest Asia had made in more effort in comparison with Oktoberfest in terms of marketing strategies. As it is still a very young festival, by doing that, it can let more people know about this event, and thus increase the number of people patronising the next year.
To compare Beerfest Asia with Oktoberfest in term of marketing strategies, I have decided to use the 8P’s. The 8P’s for marketing event includes the product, place, people, price, partnerships, promotion, programming, packaging and distribution.
1. Product
Product is what the customer is actually buying. It is usually the customers’ needs, wants and demand. It can be the festival experience or the actual product that is selling.
Beerfest and Oktoberfest: They are selling the beers. Beers go well with food too. Therefore for both festivals, there were foods sold.
Beerfest: There were goods such as shirts or even air guitars sold in Beerfest Asia. The air guitar was used to push the atmosphere to a greater height.
Oktoberfest: They came out with souvenir to let people keep the memory of it. At the same time they even created a mascot for their event, named Wiesn-Wastl.
2. Place
For the place, it refers to the location and the venue of the event, as well as the how the products are distributed.
Beerfest: People who visit would remember the event for a longer period of time because of it location. They may link the festival with Singapore Flyer as it was situated near Singapore Flyer.
The organisers of Beerfest have worked together with Singapore Flyer for visitors to be entitled with free admission to Singapore Flyer for some types of the ticket brought.
Oktoberfest: Munich, Germany. It has a better accessibility network. Thereby both transportation and hotel were situated around the festivals venue. Although there was a closing time for visitors, people can have a longer stay at the event as they do not have to worry for mode of transport if they were staying nearby. The atmosphere of Oktoberfest was very relaxing as if you were chatting with long lost-buddy.
Beerfest and Oktoberfest: As for how the products were distributed, the ticket could be bought online and onsite.
3. People
People refer to people who are in the “cast”, the audience, the hosts and guest. They are the ones who make the festival a happening event.
Beerfest: The “cast” were the performances performing the band, such as Vertical Horizon (USA), Hell’s Belles (USA), 53A (Singapore) and Beerfest All-Star Blues Band (Singapore). The audiences were the visitors, who bought the ticket for the event, drink the beers or watching the band performances. The host were the organisers who held the event; they were people from Beerfest Pte Ltd. As for the guest, they were the one with special privileges and were the only group that were able to enter B-Yond VIP Club Night Mayfair.
Oktoberfest: Their cast were much bigger than Beerfest Asia, there were traditional parade introducing the traditions of the event. And this involves around one thousand participants moving from one beer tent to another. Similar with Beerfest Asia, their audience are visitors going for the event. The host for Oktoberfest was the organizer of the event and the guest were the people who were invited for something.
4. Price
Price is what the visitor pay for the event, the admission or the product.
Beerfest: There was free admission for children under 7 years old with accompaniment by an adult for Beerfest Asia. Not everything sold there were expensive, most of the beers were affordable. Some of the price of the beer can be as low as $3. The merchandise which sells air guitar for example, were sold at the 25 dollars for 3.
Oktoberfest: There was Family day, during that particular day, there would be discount for fairground, admission and merchandise. They even sell lanyards in their merchandise store. However due to the high currency exchange rate, it makes the product costly.
5. Partnerships
Partnerships can be joint marketing or stakeholders in producing the event. Beerfest Asia had worked together with many different partners to maximize the benefits for both the audience and the host.
Beerfest: Beerfest organisers had worked with Singapore Flyer for Hospitality Ticket holders for a complimentary ticket at Singapore Flyer. They also come together with Uniquely Singapore to reach out to more people within a shorter period of time.
Oktoberfest: They had work together with some hotels to suggest and provide choices for the visitors to choose and select. They also work with rides providers such as Olymia Looping, Eurostar as well as some ride that could only be found in Wiesn, such as Krinoline.
6. Promotion
Promotion is to reach out to more people, through measures such as advertisement, public relation, and sales promotion.
Beerfest and Oktoberfest: They advertise through internet and they work with media to reach out to mass public.
Beerfest: There was different price for different age group. Students and senior citizens can purchase their ‘concession’ tickets earlier. At the same time, there was discounted price for early-birds and groups.
7. Programming
Programming within the event is also a marketing decision, especially by way of creating benefits.
Beerfest: They had different band performance everyday and there was wresting championship during the last two day to increase interaction between the visitors.
Oktoberfest: There were traditional performances during the first weekend.
8. Packaging and distribution
Packaging and distribution is the destination that is package with other attractions and services, or events can offer their own.
Beerfest: Worked together with Singapore Flyer a destination.
Oktoberfest: Works together with Wies’n Park to bring amusement park together with the festival.
9. Summary
Beerfest Asia had made in more effort in comparison with Oktoberfest in terms of marketing strategies. As it is still a very young festival, by doing that, it can let more people know about this event, and thus increase the number of people patronising the next year.
Festivals & Event Management (iv)
Main purpose of event
The main purpose of the event is to bring people together, regardless of religion, race and nationality with beer. It also increases the awareness of beer from many different countries. Beerfest not only benefits the locals but also the foreigners as there would be many types of beers coming together from many different countries. Through this event, people may get to know more people who like Beer as well as they does. And according to one of the organiser, the purpose of the Beerfest was also to create a platform for beer business.
Tourism benefit received by host city
Beerfest Asia is also an event for tourist attraction
1. attracts quality tourist 2. increases the visitors spending and length of stay.
Singapore, being the host city, would get lots of tourism benefits as not only it helps to generate revenue. It will also be beneficial to Singapore in terms of social-cultural benefits as well as political benefits.
Social-cultural benefits
As there are different bands, beers as well as people from different countries.
People may tend to exchange ideas to make themselves better through sharing of their experiences. It can also broaden people, local as well as foreigners’ culture horizon as they were exposed to new people, culture and ideas.
Political benefit
It helps to increase the awareness of Singapore, thus attracting more people coming.
Tourism and economic benefit (plays the biggest role)
1. Increase in revenue- It can increase in revenue as there was a trade event. Therefore, when there is trading, it means that there is more monetary transactions going on.
2. Employment creation, such as promoters in the event.
3. Increase tourist length of stay- It may also extend tourist length of stay, thus increasing in expenditure in Singapore.
4. Destination promotion- Situated near Singapore Flyer.
Conclusion
Beerfest Asia is a major event that is still young, and they will gain experience from the previous year, and grow to a more significant festival in Singapore.
The main purpose of the event is to bring people together, regardless of religion, race and nationality with beer. It also increases the awareness of beer from many different countries. Beerfest not only benefits the locals but also the foreigners as there would be many types of beers coming together from many different countries. Through this event, people may get to know more people who like Beer as well as they does. And according to one of the organiser, the purpose of the Beerfest was also to create a platform for beer business.
Tourism benefit received by host city
Beerfest Asia is also an event for tourist attraction
1. attracts quality tourist 2. increases the visitors spending and length of stay.
Singapore, being the host city, would get lots of tourism benefits as not only it helps to generate revenue. It will also be beneficial to Singapore in terms of social-cultural benefits as well as political benefits.
Social-cultural benefits
As there are different bands, beers as well as people from different countries.
People may tend to exchange ideas to make themselves better through sharing of their experiences. It can also broaden people, local as well as foreigners’ culture horizon as they were exposed to new people, culture and ideas.
Political benefit
It helps to increase the awareness of Singapore, thus attracting more people coming.
Tourism and economic benefit (plays the biggest role)
1. Increase in revenue- It can increase in revenue as there was a trade event. Therefore, when there is trading, it means that there is more monetary transactions going on.
2. Employment creation, such as promoters in the event.
3. Increase tourist length of stay- It may also extend tourist length of stay, thus increasing in expenditure in Singapore.
4. Destination promotion- Situated near Singapore Flyer.
Conclusion
Beerfest Asia is a major event that is still young, and they will gain experience from the previous year, and grow to a more significant festival in Singapore.
Appendices
1. The logo of Beerfest Asia
2. The entrance. [evening view]
3. Photo taken with the exhibitors.
4. The fence. [orderly manner]
5. Singapore Sling. [$5]
6. Air guitar [3 for $25]
7. Tables arranged in an orderly manner.
8. Sponsor screened on the outdoor LCD screen.
9. Sponsors for the event.
10. Air ventilation -by Bio Air
11. Band Performers- Goodfellas [Singapore]
12. Foreigner enjoying their beer.
2. The entrance. [evening view]
3. Photo taken with the exhibitors.
4. The fence. [orderly manner]
5. Singapore Sling. [$5]
6. Air guitar [3 for $25]
7. Tables arranged in an orderly manner.
8. Sponsor screened on the outdoor LCD screen.
9. Sponsors for the event.
10. Air ventilation -by Bio Air
11. Band Performers- Goodfellas [Singapore]
12. Foreigner enjoying their beer.
Tuesday, April 28, 2009
Subscribe to:
Comments (Atom)
