About: This blog will be used to blog about the experiences I gained while visiting the Beer Festival 2009 held at Singapore Flyer recently for my Festival and Events Management Field Trip Assignment.
Everything posted is based on my personal views and observations and does not represents any organisation's view
BeerFest Asia held its first beer festival in Singapore at the Singapore Flyer on April 29th to May 3rd 2009. The festival features a wide range of beers from all over the world from exotic countries like Chile and Mexico to traditional brewing nations such as USA and Germany. In addition, it also showcases beers from Asia such as Indonesia, Thailand and Singapore.
The largest beer festival, Oktoberfest, is originally held in Germany, Munich in 1810. Since then, Oktoberfest has become the most famous event held in Germany and replicas of the festival have been celebrated worldwide.
For the purpose of this assignment, Hong Kong's Oktoberfest celebrations - Marco Polo German Bierfest organised by Marco Polo Hong Kong Hotel, will be used to compare with BeerFest Asia. The reason behind my choice is that Marco Polo German Bierfest is also held in Asia and it can be better compared to Singapore's BeerFest Asia.
Marketing Strategies - The 8P's
BeerFest Asia 2009
Product The core product of BeerFest Asia 2009 is the opportunity to sample and taste beers all over the world under one roof.
The variety of beers presented at the festival is the tangible products. Other tangible products include objects or facilities that can be seen or visualise. The decorations of the place, the performance stage and the way the event is packaged to the public are all part of tangible products. Examples of facilities available are the tables and benches and public toilets. Games such as pool and foosball table are also set up at the sports bar.
The decoration of the booths forms part of tangible products
The augmented product consists of other benefits and services the public get to use or purchase while at the festival. These benefits include free performance and entertainment by overseas and local bands such as Vertical Horizon and Hell's Belles from USA.
The accessibility to BeerFest Asia 2009 varies. The road to Singapore Flyer is easily accessible if visitors arrive by cars. Ample parking space is also available to those who drive. On the other hand, public transport to Singapore Flyer is a hassle. The distance from the nearest MRT at city hall is quite far and takes at least a 15 minute’s walk. Shuttle Bus service is provided, however visitors will have to pay another SGD$2 for the ride.
Other than that, what's life without good food in Singapore? The event also features local favourites such as satays and other Asian cuisines. To further enjoy your beer, fresh seafood such as oysters and prawns are also sold to the public. Authentic German pretzel from Swiss-Treats/ Swiss-Bake goes down very well with beers too. Other German specialities such as German sausages with sauerkraut and onions and other delicious hams and cold cuts are available as well. Place BeerFest Asia held their festival at the Singapore Flyer along the Singtel Formula 1 tracks. The atmosphere and experience created at the festival is shaped through the design of the place and the programs.
Tentage was built to provide shelter at the area. The designs of the place were a little too simple but, the area chosen by the organiser provides a good scenic backdrop of Marina Bay.
Programming Challenges and competitions are also held at the BeerFest Asia 2009 to provide more entertainment choices for the visitors. The primary competition that was marketed is the Victoria Bitter National Arm Wrestling Championship. The competition is held over 2 days. Qualifying games are played on Saturday 2 May the finals were hosted on Sunday, 3 May. Dodgeball competitions were also held during the festival.
There are also other games that can be played at the BeerFest Asia 2009.
Facilities available at the Sports Bar are:
Pool Table
Air Hockey
Foosball Table
Pinball Machine
Darts
A Singapore GP booth is also set up at the festival. When tickets of the F1 Singtel Grand Prix are purchased, visitors get to play on the Porsche simulator for free. The simulator gives the player an experience driving a Formula 1 car virtually on the Singapore GP map. Another way that visitors can enjoy the Porsche simulator is to pay SGD $5.
Performances from the various bands such as Vertical Horizon and local bands like Heritage and Goodfellas provided the tunes for the festival. Parties and DJ sessions were also hosted by B-yond on 30 April. It showcases DJs from United Kingdom and Singapore and it promises a mind-blowing clubbing experience.
Lastly, the organiser of the festival also ensures that the festival would be safe for everyone. The organisers strictly only allow glassware and bottles to be used in the tentage. Plastic cups are to be used outside the main tentage.
People The hospitality and service provided by the staff of BeerFest Asia is very friendly. The service provided to the visitors offers the relaxed and friendly atmosphere that caters to their needs and wants.
Partnerships BeerFest Asia has many partnerships with various companies. The most notably partnership is the Singapore Tourism Board (STB). STB will provide support to ensure that the festival can carry on for the next 2 years.
Other official partners include:
CSP Production
Timbre Music
B-yond
NLX Event Services
DMC Music Centre
Bio-Air
DAS
Lowe Refrigeration
Food & Beverage Logistic
These official partners support the festival by mainly supplying services and facilities.
Official Media Partners includes:
FHM
Time Out Magazine
Power 98 FM
HungryGoWhere.com
Media Partners helps to promote the festival to the targeted market segments.
Sponsors include:
CitiBank
Absolut Vodka
Grand Park City Hall
Singapore Flyer
Promotions Promotions refer to the full range of communication mix available. The festival is identified to use such communication mix.
1. Advertising
BeerFest Asia advertises their festival mainly through their sponsors and media partners (Radio, magazines etc)
2. Public Relation
BeerFest Asia has built great relations with the hospitality industry in Singapore. This has helped the festival to obtain favourable positive publicity of their festival to its guests.
Packaging By hosting BeerFest Asia 2009 at the Singapore Flyer, it is already a part of their packaging efforts. However, only the "Hospitality" category's ticket holder gets to enjoy free rides on the Singapore Flyer. Other than that, there are no subsidies or other promotions that allows the visitor to visit the Singapore Flyer at a cheaper price.
All tickets (except "Hospitality" category tickets) to the events are handled byBYTES TICKETING."Hospitality" category tickets have to be purchase by direct selling (Email the organiser) method from BeerFest Asia.
Another package available is the sale of Singtel Formula 1 2009 tickets. A booth was set up to provide another distribution channel to purchase their tickets while being at BeerFest Asia 2009. The service provided is the direct selling of tickets to the festival’s visitors.
Price There are several different ticketing categories for purchase. Each ticketing categories are charged at a different price, have certain terms and conditions attached and may have different benefits. These benefits various from CitiBank discount to a free ride on the Singapore Flyer. Prices are ranged from SGD $10 (Concession holders - single day) to SGD$128 (Hospitality holders - only for Sat 2 May).
Each ticket in the Early Bird and At-The-Door are promised with a free beer with terms and conditions applied. Other than the mentioned ticket holders, all visitors who want to drink or sample beer have to purchase them, ranging from SGD $3 to SGD $100. Food are also sold at a slightly mark up price but it is still deem affordable.
Other external pricing will includes the cost to travel to Singapore Flyer for the festival.
Marco Polo German BierFest - Hong Kong
Product Just like BeerFest Asia, the Marco Polo German BierFest's core product offers the opportunity to sample beers.
Similarly to BeerFest Asia, performance stage and the way the festival is packaged to the public, forms part of the tangible products. Games such as "Strong Man" and "Milking the Cow" are also lined up for the public to enjoy.
The performance by Die Notenhobler Band, an international Oktoberfest band, provides part of the augmented product. The fun atmosphere at the festival is no doubt the efforts of the band as they provide a lot of entertainment to the visitors. At the heart of the Hong Kong’s busiest city, Marco Polo Hong Kong Hotel is easily accessible. Surrounded by many major tourists attractions, visitors can be assured that the festival is within reach.
Lastly, Marco Polo German BierFest also offers authentic German dishes such as Mushroom Sausage Served with Potato Salad.
Place The Marco Polo German Bierfest 2008 is held at the viewing platform in the Marco Polo Hongkong Hotel. This provides the festival with a spectacular view of the Victoria Harbour as their backdrop. The atmosphere and experience created is to re-create the original Oktoberfest seen in Munich, Germany.
Programming The Marco Polo German BierFest caters to both private parties and the public. The festival has a Chinese Worship Ceremony, an Opening Night and lastly a Lufthansa Night for their sponsors.
Many games and activities are lined up for the public to enjoy and entertained. In addition, there are many drinking contests and competition such as "Strong Man" held during the festival. The Die Notenhobler Band plays various music and songs and visitors are entertained by whacky dance moves such as “Chicken Dance”.
People The Die Notenhobler Band provides most of the fun atmosphere but the interactions between visitors play a major role as well. At the festival, everyone is enjoying themselves and is friendly towards one another. This helps to provide everyone with a pleasant evening.
Partnerships Marco Polo Hong Kong Hotel is the host for the "Hong Kong's version" of Oktoberfest. For this festival, the organiser did not label their each individual sponsors to the different type of sponsorship packages.
These sponsors are:
Dachser
Becks
Lufthansa
Lufthansa Cargo
Lowenbrau
Haagaen-Daaz
Stable International Holdings Limited
Vittel
Perrier
Jagermeilter
Leo's Fine Food Co Ltd
Promotions Similarly to Beerfest Asia, the Marco Polo German Bierfest is identified to use such communication mix.
1. Advertising
Marco Polo German Bierfest advertises their festival through Marco Polo Hong Kong Hotel and some of its partners.
2. Public Relation
The Marco Polo German Bierfest has been around for 16 years and has been able to build on from then. Many past visitors still returns to the festival every year to recapture the atmosphere and experience at the festival.
Additionally, this festival also targets to have private parties.
3. Direct Selling
Lufthansa Night is held before the official opening of the festival. This program is given to Lufthansa as a package for sponsoring the event. Lufthansa then has the rights on whom to invite for the night. Invited guests include staffs of Air Hong Kong. Packaging The festival is packaged together with Marco Polo Hong Kong Hotel. As the host for the festival, tourists might want to choose the hotel as their accommodation choice instead for convenience purpose. However, from the website of Marco Polo German Bierfest, no such promotions are promoted.
However, the tickets on sale come with a free souvenir mug and a beverage depending on the age. Tickets are sold at the venue itself. No other intermediaries are known to sell the festival tickets.
Price Tickets are only 2 different ticketing categories (Adult & Child) for purchase. Adult tickets are charged at a price of HK$99 for Sunday to Thursday and HK $180 for Friday, Saturday and Public Holiday Eve. Each category also offers different benefits. For example, adult tickets are inclusive of one beer and a Souvenir Beer Mug while child tickets are inclusive of two soft drinks. Other external pricing will includes the cost to travel to Marco Polo Hong Kong Hotel for the festival.
1. Products The organisers of BeerFest Asia have ensured that the festival is as self-contained as possible in all aspects. Entertainment such as live bands and competitions are regularly scheduled to make sure that visitors will not get bored at the festival. To prevent visitors from leaving the festival to get their stomach filled, foods are sold at the festival as well. From traditional German Cuisines to local favourites, visitors are bound to be delighted. Similarly, The Marco Polo German Bierfest did the same thing. However, there are a few major differences between both festivals. Unlike BeerFest Asia, Marco Polo German Bierfest sets up traditional tents with long wooden benches and tables to resemblance the original Oktoberfest found in Munich, Germany. Another major difference is that BeerFest Asia features beers all over the world under one roof. On the other hand, Marco Polo German Bierfest only features sponsored beers and others that were only found in Germany.
There are differences in their objectives for both festivals therefore their own best practices. BeerFest Asia’s objectives were to promote and allows visitors to sample the different beers all over the world. Comparing to their counterparts, Marco Polo German Bierfest is a celebrations for the original Oktoberfest found in Germany. The festival resemblances the original Oktoberfest thus, the traditional concept design used for the festival.
2. Place
BeerFest Asia is set up at a major local tourist’s attraction (Singapore Flyer) while Marco Polo German BierFest is set up at Marco Polo Hong Kong Hotel. Both festivals are strategically set up at the city’s hub and provide excellent view. Although, tentages were built for both festivals, Marco Polo German Bierfest uses traditional Oktoberfest designs.
From my experience at BeerFest Asia 2009, I think the design of the tentage is poorly designed. Although the tentage does manage to shelter visitors from the sun or rain, it does not offer enough ventilation. The humidity of Singapore proves too hot for the people to an extent that you hardly see any people in the tentage during the day.
However, I feel that BeerFest Asia did a much better job compared to Marco Polo German Bierfest. The reason is that BeerFest Asia has partnered Singapore Flyer for the festival. Visitors can have the opportunity to visit both attraction and the festival regardless are they locals or tourists. In this way, both organisations get to enjoy economic benefits.
Although that Marco Polo Hong Kong Hotel is the organiser of the festival, they can set up the festival at the surrounding areas of the hotel instead. This will help improve accessibility and the ease to visit the festival. However, it should be noted that Marco Polo Hong Kong Hotel could set up the festival within its vicinity is to reduce cost for setting up the festival.
3. Programming
Both festivals have many games, activities and live bands playing to entertain its visitors. Additionally, Marco Polo German Bierfest provides private parties for their corporate partners as well, unlike BeerFest Asia. An example given is the Lufthansa Night.
I was at the BeerFest Asia 2009 on the last day on Saturday 3 May and I have the opportunity to catch the Victoria Bitter National Arm Wrestling Championship Finals. Although it was the finals, I felt that it was quite a disappointment. There was not much hype created while the Final is ongoing. I feel that the organiser can further improve on this area to bring up the atmosphere to the highest level.
I felt that the overall atmosphere at the festival is also quite dull. When I was there in the late afternoon, there was only a number of people at the festival and everyone seems to be restless (This could be due to the heat?). As the night approaches, more visitors arrived but there were not many activities except the live bands playing. Even after the Victoria Bitter National Arm Wrestling Championship Finals is over, the atmosphere is not what I would enjoy. My friends and I were keeping ourselves entertained instead. It certainly will not be a festival I would visit again.
On the other hand, from the Youtube videos posted, The Marco Polo German Bierfest 2008 seems to be widely enjoyable by many. I personally felt that the atmosphere at the festival posted on the video is much more enjoyable compared to BeerFest Asia 2009.
Likewise, it should also be noted that the last day of the BeerFest Asia 2009 (The night that I went) did not host any of the famous bands (Vertical Horizon etc) and there were no parties or DJ sessions scheduled.
As BeerFest Asia is set up at near the Singtel Singapore Grand Prix Formula 1, setting up the Singapore GP booth is an excellent decision. With the booth at the festival, visitors can also get to know more about the race and are able to purchase tickets for the event.
Overall, I feel that Marco Polo German Bierfest is better because of the fun atmosphere created at the festival. With all the dancing and singing, more people will be attracted to it.
4. People
During my time at BeerFest Asia 2009, one of the staff kindly explains how their BeerFest currency works once we sat down on the benches. She even goes further to help us exchange our Singapore dollars to BeerFest currency. After which, she also explains and recommends some beers to us and help us purchased it with our recently-owned BeerFest currency. I was very impressed with the service provided. Although not all service providers there were as helpful to such extent, everyone is very friendly.
BeerFest Currency Booth situated below the banner
Drinks that were bought with our BeerFest Currency!
Also from what I have seen from Youtube videos and research on the internet, the fun interactions between the visitors can make each other’s night more enjoyable.
From my experience, I can conclude that excellent service is very important at a festival or event. This is because the service provided can shaped the perceived quality of the festival. If the festival’s quality is perceived excellent, visitors are more likely to return again the next time the festival is held. Visitor’s participation in the festival is very important as well. From my observation, visitors at the Marco Polo German Bierfest were singing and dancing along and they were really enjoying themselves.
I personally feel that Marco Polo German Bierfest did a much better job because of the active visitor’s participation, assuming the service is excellent as well.
5. Partnerships
BeerFest Asia has many sponsors and media partners with other companies. Unlike Marco Polo German Bierfest, these partners or sponsors help to advertise and promote the festival to more market segments. For example, BeerFest Asia has Citibank as their Official Credit Card. Citibank can help to promote the festival to its customers by offering discounts to appeal them.
I feel that BeerFest Asia did a much better job. As most partners for Marco Polo German Bierfest only provide in-kind sponsors, less publicity of the festival is generated compared to its counterparts.
6. Promotions
Both festivals utilises almost similar promotion methods to attract visitors. However, I think that BeerFest Asia edge out because it has more corporate partners and sponsors. More advertising and public relations are hence used and built.
7. Packaging
Firstly, BeerFest Asia has many packaging efforts. It did provide free rides on the Singapore Flyer for “Hospitality “category ticket holders.
Secondly, visiting the festival also provides an opportunity to purchase Singtel F1 Grand Prix tickets and the use of the Porsche Stimulator.
Lastly, BeerFest Asia has engaged Bytes Ticketing to handle the sale of its tickets. The intermediary (Bytes Ticketing) involves in selling the tickets, is also very important. The accessibility and the ease to purchase the tickets from the box office form a large part of packaging efforts. If tickets cannot be bought easily, potential visitors to the festival might not want to visit the festival.
Comparing to BeerFest Asia, Marco Polo German Bierfest did not package the festival with other attractions or services. In addition, tickets are also not sold through any intermediaries. Sale of any tickets is sold at the venue itself. I feel that this is not a good practice as most visitors will prefer to have the assurance of getting a ticket first, instead of feeling disappointed if tickets are already sold out when they arrived at the venue. However, tickets sold come with a free souvenir mug and a beverage.
Therefore, I feel that BeerFest Asia is much better in this area.
8. Price
BeerFest Asia 2009 has many different categories of tickets on sale for the different targeted segments. On the other hand, Marco Polo German Bierfest only has two different types of categories.
From these, it can be noted that both festival organisers uses different market segments bases. BeerFest Asia uses the behaviour segmentation to market its tickets while Marco Polo German Bierfest uses the demographic segmentation.
Marco Polo German Bierfest 2008 Tickets Price (converted to SGD)
BeerFest Asia 2009 Tickets Price (converted to HK)
*excludes ticket handling fees *currency rates used as at Saturday 13 June
Marco Polo German Bierfest sells its tickets at a cheaper rate and are more affordable compared to BeerFest Asia.
It should be noted that BeerFest Asia 2009 is held at Singapore Flyer where rental fees would be high. On the other hand, Marco Polo German Bierfest is held within its own premises in Marco Polo Hong Kong Hotel. In addition, in 2009, the poor economy causes inflation globally, hence the possible difference in price.
I feel that although BeerFest Asia tickets cost much higher than Marco Polo German Bierfest, the variety of different categories for the tickets concept is preferable. With tickets that cost cheaper when purchased early (Early Bird), I get to enjoy cheaper rates. Students will also enjoy concession price. This concept is much better compared to Marco Polo German Bierfest tickets which are only sold base on adult and child.
In general, I felt that BeerFest Asia 2009 is better compared to Marco Polo German Bierfest 2008 in terms of its marketing strategy. If BeerFest Asia is able to improve on the atmosphere created at the festival, the appeal of the festival would be much higher. Marco Polo German Bierfest can improve by attracting more sponsors and partnerships hence, packaging the festival better.
Lastly, as I did not have the opportunity to visit the festival in Hong Kong, it has caused many restrictions while comparing the marketing strategies. This is due to the fact that some marketing efforts can only be witnessed first - hand at the festival. Therefore, I have to base on research and Youtube videos on the internet to help in describing some of the marketing strategies. For example, I have to base on Youtube videos to feel and see the atmosphere at the Marco Polo German Bierfest. I feel that this is very different from actually experiencing the festival like what I have done at BeerFest Asia 2009.
Identifying Stakeholders
Event Marketing: How to successfully promote events festivals, conventions, and expositions by Leonard H. Hoyle defines stakeholders as those who hold a personal and compelling interest in the success of that event.
BeerFest Asia 2009’s stakeholders include:
BeerFest Asia Pte Ltd - Host Organisation
Singapore - Host Community
Beer, Food and Beverage Suppliers
Facility suppliers and Contractors for the festival
Workers and Volunteers
Media Partners
Sponsors
Visitors to the festival
As mentioned in the book written by Leonard H. Hoyle, stakeholders are interested in the success of the event. The host organisation (BeerFest Pte Ltd) is the main management responsible for the festival. Singapore as their host community will stand to gain higher tourism receipts if foreigners are interested to visit the country for the festival. Impacts such as political, economical and social will also be affected to Singapore
The beers, food and beverage suppliers such as 6 Drunk Men Pte Ltd and Swiss treats/ Swiss Bake depends on the number of people who visit the festival so that they can sell their products to. The facility suppliers and the contractors are the one providing the support to ensure the festival is able to proceed from its planning stage. The workers and volunteers are the ones whom provide the labour force for the BeerFest Asia.
The sponsors (CitiBank etc) provide financial backing to the festival. Media Partners helps to advertise and promote the festival to the targeted market segment. Lastly, the visitors are the people who are attracted to the festival to fulfil their needs and wants. They go for the festival for entertainment and provide the participation for service to go through.
Finally...
Main purpose of BeerFest Asia 2009 BeerFest Asia 2009 is organized to provide beer lovers in Singapore and the region to sample and taste different kinds of beers that were normally not found in Singapore. In this festival, beers all over the world (from exotic countries such as Chile and Mexico to traditional brewing nations like Belgium and Germany, as well Asian beers around the region) are under one roof. It helps them by removing the unnecessary need to travel to many countries faraway to sample different kinds of beer.
To add, beers are priced at an affordable rate from as low as SGD$3. The most expensive beer at the festival, Dog Schwarz from USA is also only priced at a discounted rate of SGD$100. Visitors to the festival are definitely spoilt for choices.
In addition, it can provide the organizer, their corporate partners and the exhibitors the opportunity to understand and find the potential market for beers in Singapore as well.
Tourism Benefits for Singapore
As a tourist’s attraction, the festival is able to attract tourists around the region to sample and taste beers all over the world. It helps them by removing the unnecessary need to travel to many countries to sample different kinds of beer. In addition, it also helps to promote Singapore’s night life with parties. Furthermore, it also helps to stimulate and develop Singapore’s major tourist attraction such as The Singapore Flyer, in the product life-cycle.
Lastly, it also provides economic value to Singaporeans. As the festival would requires manpower and the need for technical facilities, jobs and business are created for the locals. Revenue is also generated through the festival.
Conclusion
In conclusion, I think that BeerFest Asia 2009 is a successful festival but more improvements should be made to its marketing strategies to attract new and repeating visitors. For example, BeerFest Asia can encourage their workers to help bring up the atmosphere to the highest peak. More participation from the visitors should also be encouraged so that visitors can engage themselves into the festival. In this way, visitors will be more likely to be attracted to the fun atmosphere created.
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