1. Introduction
Once again it is the period for the Singapore Arts Festival. This is an annual hallmark event which invites all arts lovers and appreciators to gather in Singapore to adore the various art pieces and performances put up by the organisations. It is a one month event stretches from 23 May to 22 June. This is also where performers from all over the whole interact and exchange their knowledge and culture with each other. I, too, had joined in the fun and watched a performance brought up by Cake Theatrical Productions called Temple. This is a local production and they are doing this play for the first time which makes me choose them above the many other performances.
2. Event Organiser
This event, the Singapore Arts Festival, is organised by National Arts Council Singapore. National Arts Council (NAC) is set up to cultivate Arts in the country and inculcate artists, ensuring that they have the necessary resources and environment to pursue Arts. On top of this, NAC provides a platform for these talente
d individuals to showcase their art pieces and performances so that they can learn and improve.
3. The Role of the Events to the Organiser
d individuals to showcase their art pieces and performances so that they can learn and improve.3. The Role of the Events to the Organiser
National Arts Council (NAC) hopes to introduce arts to the Singapore citizens through the Singapore Arts Festival. They aim to develop Singapore into a global city for the arts. The Singapore Arts Festival is one of their major events and also their tool to achieve this objective.
4. Target Market
NAC is organising the Arts Festival to motivate Singapore citizens to gain more knowledge about Arts. Thus they are targeting basically at every Singaporean as well as the tourists from other countries to join in the events. This is also reflected in their mission statement which is to bring arts to every Singaporeans life. They also want to make this into an event where tourist will attend.
5. Marketing Strategy
Singapore Arts Festival has performances for everyone and it also gets everyone involves. 
Numerous performances which are categorised under theatres, dance, visual arts, film and music will be taking place in various parts of the island. Unlike the past when the performances are solely in the auditoriums, Arts Festival 2008 is moving into the community. This time they are staging their performances in hawker centres, shopping malls, MRT stations, reservoirs and rivers. This is a form of promotion which will be able to attract the media and the community.
Bringing Arts to the community, the organisers hope to create awareness of the festival among the neighbourhood and also to give them a glimpse of what the festival is all about. This had also attracted the media’s attention as it was broadcasted in the news.
Adding on to event awareness, NAC had created an official website to promote the various performances and provide information about the events. Information of the Arts Festival can also be conveniently obtained at sistic outlets, brochures and catalogues of the events are also easily available.
Numerous performances which are categorised under theatres, dance, visual arts, film and music will be taking place in various parts of the island. Unlike the past when the performances are solely in the auditoriums, Arts Festival 2008 is moving into the community. This time they are staging their performances in hawker centres, shopping malls, MRT stations, reservoirs and rivers. This is a form of promotion which will be able to attract the media and the community.
Bringing Arts to the community, the organisers hope to create awareness of the festival among the neighbourhood and also to give them a glimpse of what the festival is all about. This had also attracted the media’s attention as it was broadcasted in the news.
Adding on to event awareness, NAC had created an official website to promote the various performances and provide information about the events. Information of the Arts Festival can also be conveniently obtained at sistic outlets, brochures and catalogues of the events are also easily available.
NAC had invited many well-known performances troupe from other countries like Belgium, Italy and Korea. Not forgetting the local talents, NAC also encourages Singapore’s production team to stage their events during the festival. The organisation encourages new performers to take part in the event and there are several premieres showing in the festival. This makes the events appealing.
Besides the usual form of performances, Singapore Arts Festival 2008 had introduced the Flipsi
de. This is to introduce arts in a different angle, showing arts in a new and wackier manner just like appreciating them under a kaleidoscope. Moreover, there are several very interesting fringe events which are free of charge on the streets of Singapore. This had created a great awareness of the festival among the public and gave everyone an opportunity to get a feel of the event.
Art does not have age limitation. This is the message that the organisation is trying to convey through the introduction of Kidsfest. Exposing themselves to arts at a young age, young children will benefit in the future. Other than that, there is also street festival which showcases street arts like graffiti and street dance. The festival is rich in variety in Arts and is able to cater to everyone.
The event venues are located at accessible places like the esplanade, drama centre etc. These places are chosen because of its accessibility, facilities and the Arts value in them. The Esplanade for example, is a place specially built for grand and prestigious performances and it is able 
to house many audiences because it has several theatres. Besides the grand auditoriums, the Arts Festival had put up performances at crowded places like Clarke Quay, Orchard Rd and Marina Bay. Also, there are performances in MRT stations and the neighbourhood for the community. For the convenience of the audiences, NAC had uploaded a location map on their website so that they can find the venue easily.
to house many audiences because it has several theatres. Besides the grand auditoriums, the Arts Festival had put up performances at crowded places like Clarke Quay, Orchard Rd and Marina Bay. Also, there are performances in MRT stations and the neighbourhood for the community. For the convenience of the audiences, NAC had uploaded a location map on their website so that they can find the venue easily.Several performances will require ticket entry. These tickets can be easily available at the Sistic outlets which are located in almost every corner of Singapore. Tickets can also be booked online or through the phone making it easy for the audiences.
As this is a hallmark event which takes place annually in the country, the Singapore Arts Festival has many stakeholders. Stakeholders refer to people or organisations who are concerned about the success of t
he event. For this event the stakeholders are namely the government, community, the organisation, NAC, the media, Arts central, Yahoo Singapore, local and overseas performers and Singapore Tourism Board. Other major sponsors include SMRT and Lee Foundation.In order to encourage participation from the public, NAC had given sales discounts to several privileged groups like students, SAF and early purchasers. On the whole the performances are charged at a reasonable pricing at an average of $30. But for some well-known performances, the tickets are differentiated by their seating zone. However, it is still affordable and value for money.
6. Organisation of the Event
On the whole I think that NAC had done a wonderful job in organising the Singapore Arts Festival. In fact I think this event is very successful as it had been organised year after year without fail and is also growing in scale. On top of that, the events had attracted many performance troupes and tourists which denote that it is a prestigious event. In terms of promotion, I think they had put in a lot of effort to attract their target market to visit the event. I can see that they are trying to be innovative and productive by going into the community and organising the free events. This is definitely a must-have annual event in Singapore.
7. Potential of the Event to Meet Tourist Demand
7. Potential of the Event to Meet Tourist Demand
Although the Singapore Arts Festival is a local event, it is still able to attract tourist. This event has invited overseas performers thus makes it a global participating event. For that tourists will be attracted to attend this event also to support their favourite shows. Many of the performances were well-known and popular, thus, it will be able to attract tourists’ attendance. This event will be appealing to the special interest tourists who are fond of Arts and Dramas. They will be willing to visit the event and at the same time gain some knowledge.
8. How to Raise the Value of the Event to Meet Tourism Mission
Lastly, here are some suggestions which might be useful to raise the event value. The tourism mission of Singapore is to make tourism the main source of income for the country and to make Singapore the ‘Ev
ents and Entertainment Capital of Asia.’ Thus I would recommend to lengthen the event’s period so that more performances could be held and allow more people to participate. With more participation there is more likely to have more income. Also, NAC can work on overseas publication. They can promote the events to other countries so as to attract more tourists to Singapore to participate in this event. This will increase tourist spending which is good for Singapore’s economy.