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.

Marco Polo German Bierfest 2008 Tickets Price (converted to SGD)

*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.