Pictures with descriptions
Compare & Contrast, Best Practices
Stakeholders
Main purpose
Tourism benefits
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Pictures taken during Beer Festival Asia event
Sunday, June 14, 2009 | 8:58 AM | Top  My friend and I attending Beer Festival Asia 2009 Wrist tags Every visitors has a wrist tag to identify that they are visitors of BeerFest. This way, there are no arguments whether they have paid the ticket to attend the event. The Singapore Flyer is the official venue for Beer Festival Asia Sponsorship acknowledgment board This board is placed clearly at the entrance of the event to acknowledge the official sponsors of Beer Festival Asia. This way, sponsors would have their publicity increased. Direction signage There were clear signage to inform visitors where the event is being held. Outdoor screen  There is an outdoor screen which shows the performance inside the BeerFest tent. This way, visitors do not need to go into the tent to watch the performance but instead, stay at the outside to watch the performance. Air cooler fans  There is a clear danger sign to warn visitors not to get too close to the machines as it may be a danger to them. There are such machines placed within the tent to cool the area as it can get hot inside the tent. Cleaners  There are cleaners stationed both inside and outside the tent to maintain the cleanliness of the area. Smoking area Smoking is allowed outside the tent. Portaloos  There is a long stretch of toilet cubicles. As beer drinkers have the need to pee more often, this long row of toilet cubicles ensure that no one would have to queue too long to relieve their bladder and no one would have to pee on the grass. This also help maintain the hygiene standard. Free breath test There are free breath tests for those who drive so that they can check their alcohol level to see if they are fit for driving. This promotes anti drink driving and ensure safety of visitors. Sale of merchandise  There were sale of merchandises to visitors. This promotes economic benefits. Sale of food  There were sale of food for hungry visitors. This promotes economic benefits and allow visitors to try some of Singapore's food eg kebab. "Drop your survey forms here to enter into our lucky draw" There are survey forms for the visitors to fill so that the BeerFest management are able to understand what are the visitor's response towards BeerFest and areas they can improve on. The management also knows that some visitors are not willing to fill up the form, hence they created a catch whereby they are entitled to win the lucky draw if they fill up the form. Game stations Once visitors leave the event site, visitors would come upon the game station where they can play games. It is a bonus point to the event as some visitors may not like the crowd and they can come here to play game and have some peace. The game station was not crowded as few people seem to know about it. How events can increase economic benefits: Tourists or visitors would spend in areas nearby the event, in this case, the Popeyes restaurant. There is an increase in consumers as compared with usual days that has no events going on. My friend and I interviewed some tourists are the event. Their comment were that Beer Festival was quite a let-down as the "VIP" privilege they were promised was not delivered and they wished that the management had better prepared it. They were quite disappointed by the prices of the beers as the pamphlet stated price "as low as $3" but only a handful of them among hundreds of beer were of that price and they felt cheated.
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Pictures taken during Beer Festival Asia event
Sunday, June 14, 2009 | 8:58 AM | Top My friend and I attending Beer Festival Asia 2009 Wrist tagsEvery visitors has a wrist tag to identify that they are visitors of BeerFest. This way, there are no arguments whether they have paid the ticket to attend the event. The Singapore Flyeris the official venue for Beer Festival Asia Sponsorship acknowledgment boardThis board is placed clearly at the entrance of the event to acknowledge the official sponsors of Beer Festival Asia. This way, sponsors would have their publicity increased. Direction signageThere were clear signage to inform visitors where the event is being held. Outdoor screen There is an outdoor screen which shows the performance inside the BeerFest tent. This way, visitors do not need to go into the tent to watch the performance but instead, stay at the outside to watch the performance. Air cooler fansThere is a clear danger sign to warn visitors not to get too close to the machines as it may be a danger to them. There are such machines placed within the tent to cool the area as it can get hot inside the tent. CleanersThere are cleaners stationed both inside and outside the tent to maintain the cleanliness of the area. Smoking areaSmoking is allowed outside the tent. Portaloos There is a long stretch of toilet cubicles. As beer drinkers have the need to pee more often, this long row of toilet cubicles ensure that no one would have to queue too long to relieve their bladder and no one would have to pee on the grass. This also help maintain the hygiene standard. Free breath testThere are free breath tests for those who drive so that they can check their alcohol level to see if they are fit for driving. This promotes anti drink driving and ensure safety of visitors. Sale of merchandiseThere were sale of merchandises to visitors. This promotes economic benefits. Sale of foodThere were sale of food for hungry visitors. This promotes economic benefits and allow visitors to try some of Singapore's food eg kebab. "Drop your survey forms here to enter into our lucky draw"There are survey forms for the visitors to fill so that the BeerFest management are able to understand what are the visitor's response towards BeerFest and areas they can improve on. The management also knows that some visitors are not willing to fill up the form, hence they created a catch whereby they are entitled to win the lucky draw if they fill up the form. Game stationsOnce visitors leave the event site, visitors would come upon the game station where they can play games. It is a bonus point to the event as some visitors may not like the crowd and they can come here to play game and have some peace. The game station was not crowded as few people seem to know about it. How events can increase economic benefits:Tourists or visitors would spend in areas nearby the event, in this case, the Popeyes restaurant. There is an increase in consumers as compared with usual days that has no events going on. My friend and I interviewed some tourists are the event.Their comment were that Beer Festival was quite a let-down as the "VIP" privilege they were promised was not delivered and they wished that the management had better prepared it. They were quite disappointed by the prices of the beers as the pamphlet stated price "as low as $3" but only a handful of them among hundreds of beer were of that price and they felt cheated.
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b) Compare the selected festival with a similar festival that has been successful in another city in terms of its marketing strategy; c) Inform your reader about these best practices.
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Identify the stakeholders in BeerFest
The stakeholders in Beer Festival Asia would be the:
1) Host organization
The host organization of Beer Festival Asia is Beerfest Pte Ltd. It is a beer exhibition organizing company. The aim of the company is to earn profit while creating advertising opportunity for beer brands. The objective of Beer Festival Asia is to bring hundred of different kinds of beer under the same roof for visitors to enjoy without having to travel around the world to try them.
2) Host community
The host community of Beer Festival Asia is Singapore. The host community receive impacts on political, tourism and economic, social and cultural and physical and environmentally.
3) Sponsors
The sponsors of Beer Festival Asia are:
Official credit card: Citibank
Official venue: Singapore Flyer
Official Hotel: Grand Park City Hall
Official Events Magazine: Time Out Singapore
Official Men’s Magazine: FHM Singapore
Official Radio Station Power 98
Official Food Website HungryGoWhere.com
Official Music Partner Timbre Music
Official Club Party Partner B-Yond
Official Sound Reinforcement DAS Audio
Official Production Management Partner NLX Event Services
Official Technical Partner CSP Productions
Official Musical Instrument Partner BMC Music Centre
Official Refrigeration Contractor Lowe Refrigeration
Official Freight Forwarder Food & Beverage Logistics
Official Ventilation Partner Bio Air
Sponsorships can be money or in-kind. By sponsoring Beer Festival Asia, these sponsors enhance their corporate brand image, are able to access to specific niche market and build brand awareness for their products or services. Sponsors can achieve product sales and merchandising opportunities. As they sponsor Beer Festival Asia, they can demonstrate their product or services and attract potential buyers.
4) Media
There are many articles about Beer Festival Asia 2009. There were promotion on the tickets such as concession for students, early-bird tickets, package tickets and group bookings. Some of the sponsors are the main advertisement platform such as FHM Magazine, Men’s Magazine, Time Out Singapore, Power 98, HungryGoWhere.com. They promote Beer Festival Asia via magazines, radio station and website respectively.
5) Co-Workers
The co-workers are those people who work at both the frontline and backstage of the festival and they are the ones who keep the event going. They deal with the logistics and preparations of the event to ensure it can be run smoothly. They are in charge of administration, security, guidance, food and drink servicing and other ad-hoc assistance to visitors so that visitors are able to truly enjoy themselves during the event. With the support from co-workers, Beer Festival Asia is able to be a successful event.
6) Participants and Spectators
There are artists and celebrities performing on stage to spice up the event. Some of the performers include Hell Belles, Vertical Horizon and Singapore group artists. Their active participation gives support to Beer Festival Asia by building up a lively atmosphere for beer consumption and visual and audio entertainments to the beer-drinkers. On the other hand, visitors receive entertainment as a form of reward for attending the event. At the same time, visitors’ participation in the event, like purchasing beer and food and responding to the on-stage performance provides financial support to the host organization and physiological support to the performers. Last but not least, visitors’ participation itself provides a great socializing environment in which they keep each other
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Reflect on the main purpose of this event / festival
The purpose of Beer Festival Asia is to provide a platform for beer brands to exhibit their beer products to increase awareness and to promote beer drinking as a lifestyle.
This event, by gathering many beer enthusiasts together, with the offering of close to 100 types of beers, serves as a great opportunity for the different beer brands to gain more publicity which would lead to increased sales and enhanced profile. Singapore as a whole will benefit in the tax received from those beer companies.
This event brings beer drinking to a higher profile than usual by running it like a festival, to showcase to the public that beer drinking can be enjoyable, meaningful and healthy, thus, it aims to promote beer drinking as a new lifestyle, in which, people can relax, socialize and have great fun. As more people take up this lifestyle, Singapore’s beer industry will boom due to greater demand, contributing to overall economy. A more relaxed lifestyle gives Singaporean healthier body and mentality. Improved social interactions through gatherings to drink beer allow singles greater ease to find their partners.
Therefore, the overall main purpose of the Beer Festival Asia is constructive and achievable.
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Comment on the amount of tourism benefits received by the host city of the chosen event.
1) Political
Having successfully hosted a prestigious event like Beer Festival Asia, Singapore is able to raise its international reputation as a politically stable, economically advanced and socially secured and coherent country, as all these are the key factors for a big scaled festival to be carried on smoothly and ended in cheers. Furthermore, Beer Festival Asia has enhanced the quality of people’s life, making them feel more fulfilled staying in Singapore, building up their affinity towards to the government, thus enhance political stability.
2) Tourism and Economical
As Beer Festival Asia is the largest Beer Festival in Asia, it will attract tourists to visit Singapore to attend this event. Many tourists will also extend their stay in Singapore in order to attend Beer Festival Asia. In the meanwhile, tourists will visit other attractions and attend other social events like, Singapore Arts Festival and Singapore Great Sales. Hence, this brings economic benefits as tourists would spend in Singapore in areas like lodging, food, services and products. To ensure the event runs smoothly, organizer needs to employ enough people to work for the event, creating jobs for the local residents. Also, with improved profile and reputation of Singapore being socially and politically stable, potential investors are more likely to consider Singapore as a home ground for their business.
3) Social and Cultural
Beer Festival Asia has been a great opportunity for many locals and foreigners to mingle and socialize, hence it broadens people’s cultural horizon. This event has a great impact in promoting beer drinking. By not over doing it, beer drinking improves people’s life style, gives them more leisure time to be released from the stress of work. Beer drinking also provides people with opportunities to socialize and mingle. By socializing, singles can increase their chances of finding the right partner and to start a family together. This indirectly helps Singapore with its low birth rate problem. However, as Beer Festival Asia promotes beer drinking, it can encourage people to binge drink during the event, which can lead to health problems.
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