I did
not attend any of the SAF events in the past years and that was my first time. Therefore
with little knowledge on the difference I was only able to do some research to
compare.
Firstly, the products were almost the same where programs like the
Kids Arts Village are still implemented just with some changes in the type of
activity involve. However there was one huge difference in the product and that
there was no outdoor theatre in 2012, unlike in 2011. In 2011, there was this
huge stage place at the field in a theatrical form with a show called ‘When A
Gray Taiwanese Cow Stretched’ (Japan), opens the Festival. The layouts of the programs are more the olden
days, like kampong style. Unlike in 2012, it is more modernised using tents as
shelters. Other than that, the
main location of the overall event is still located at the Esplanade Park, thus
still maintaining the convenience.
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| Main stage of the outdoor theatre. Beautiful isn't it? |
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| Picture taken from http://superadrianme.com/2011/05/13/singapore-arts-festival-2011-kicks-off-13-may-till-5-june-2011/ |
Most of
the partnership also remains the same like Singapore Tourism Boars and OCBC
which has been supporting the event for several years already. As for the place
of distribution, SISTIC has always been the place to buy the ticketed performances.
Similar packaging and promotional methods were used.
Unavailable Market
Although
the event had provided a lot of fun and entertainment to the visitors as well
as being a successful one, there were some areas that I believe could be
improved. For instance, the festival did mention a lot about visitors from all
ages are able to enjoy most of the programs there. They even have specific
events for some niche group like the teenagers where there are music
performances at night and for children there is the Kids Arts Village, adults
can also be involve in any other programs there like theatres.
However,
there were two groups of people that were the smallest in the event and they are
the teenagers and elderly. Most of the adults could be found at the main stage
area where the performance is, but looking at the audience, there were only
about 20-30% of the visitors were teenagers. And I would say that those
teenagers who were there were either the volunteers or the performers. Other
than that, most of them were only hanging around at the flea. Where are the
teenagers? Thinking that Esplanade is one of the well known areas where teenagers
like to hang out, it was very surprising that they did not attend to such
festivals.
In my opinion,
there were sufficient advertisements going around this year but it was not
enough to reach out to the teenagers. I, myself was not aware of the event that
happened last year or maybe if I did, I would not have the interest to go to
such place maybe because it is a “festival”. In Singapore context, it is very
rare to see teenagers in festivals unlike those in other countries. Therefore,
I feel that there is a need to increase the awareness of the event to reach out
to them because I feel that the event can benefit them, just like it did to me.
It would be feasible to advertise through teenage magazines or through media
like televisions. Also, they can give out flyers to schools. That is the best
and fastest way to reach out to them!
As for
the elderly, there were very little programs involving the elderly and as such,
there were minute number of them coming to the event. One way to increase the
visitor ship is through having activities that were available in the past like
playing traditional games or having old films and theatres. Even if SAF were to
have something similar back then, maybe they can involve the elderly to be the
actress or actor to play a part in the theatre. I am pretty sure that they will
be jubilant to be part of the event and not just being a volunteer there giving
out the festival guides. As to create the awareness to the elderly, posters can
be put up at the community centres since the elderly often themselves there.
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| She was one of the elderly that was giving out the festival guides |
With all
these new suggestions, I believe that it will help to increase the awareness of
the event as well as to increase the number of visitors that the event is targeting.
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