In turn, it adds more value to the product as the kids are not only exposed to the arts, but also able to participate in activities. Such interactive activities can help to create interest in arts. In a long run, interactive activities can foster a deeper impression the participants had on the event. This in turn may shape up a desirable “brand image” the public has on Singapore Biennale. Other activities which engage social interaction includes the Biennale Race 2008, Talks form Artists and Tours offered Map of Singapore artwork.

Historic works were displayed in the historic building of the Old City Hall. Given nostalgic ambience of the building, it added art value to the artworks. Only the City Hall Biennale required an entrance fee.

Nevertheless, the City Hall Biennale was a great success given its strategic location. However, the South Bridge Development located at the outskirts of Raffles Place and was very difficult to locate. This problem may be addressed.

The facilitating component of place is the distribution of event products. The facilitating process includes the purchasing of the ticket. The ticketing booth was located at the Old City Hall building and the South Beach Development. It provided ease as individuals who would like to purchase the tickets can easily purchase it at the booth and proceed to take part in the Biennale. The ticketing booth was well planned with one lane of tickets purchasing section and another one for issuing of tickets and booklet. Due to the slow flow of the crowd on Saturday, the ticket booth was clear and without any queues.

Ticketing Booth at Old City Hall: The physical setting of an event is crucial to customer’s satisfaction. Being accessible, themed with suitable ambience, ease of purchasing the tickets contributed to customers’ satisfaction and nevertheless, helped to make this event a success. The physical setting of the Biennale was well chosen to suit its theme.

To tackle this situation, organisers can put signages at Raffles Place to illustrate the location of the exhibit. Putting of signages is the most appropriate thing to do as it is low cost and people tend to look for instructions when in doubt. Also, a nationwide Arts Festival should make the public know where the art exhibits are. Though signages may be of great help, there are possible limitations too. Some may travel there directly and may not pass by Raffles Place; hence, the signages may not be seen by some.

The facilitating process was done well as there was no crowd when I visited on a Saturday. To overcome situations where there is a crowd, the organisers could allow tickets to be sold through more channels. For instance, through the Biennale website, schools, community centres. People purchasing in advance through this channel could be given an early bird ticket charge of $5. This encourages people to purchase tickets in advance. In turn, it prevents long queues for tickets and enhances the facilitating process.

Broaden the distribution channel through Sistic:

All in all, the place factor and facilitating process could be improved.

2.3 Programming

It refers to the inclusion of various event components. This includes the number of performers, staged events, interviews. Under the section of theme programmes in the Singapore Biennale 2008 website, the Biennale was categorised into themed programmes, which includes the Exhibition, Vernissage, Encounters, Kids’ Biennale, Education and Outreach, and Parallel Events.
The Vernissage highlights a series of key events includes the Press conference for international and local media, art professionals and government institutions, followed by an invited only Gala Dinner and the Opening Party for Biennale.

The Encounters is a community building program for interaction between the public and the artists. Biennale has programmed various artist talks to be held in different venues of Biennale. Example: Artist talks by Luchezar Boyadjiev, Tang Ling Nah, Willy Koh and Heman Chong at City Hall, South Beach Development and Central Promontory Site. Tours were also conducted by artists like Joselina Cruz, Matthew Nguiand Fumio Nanjo.

In the Kids’ Biennale Section, a series of activities were put upfront. There were four main components: Alice in Wonderland Educational Curriculum, Kids' Day Out! 1: On-the-Spot Art Competition, Kids’ Day Out! 2: The Hunt for the White Rabbits, Kids’ Day Out! 3: Windmills of Wonder Day and On-site Kids Zone.

These programmes are in form of competitions to involve kids into arts. The programmes are held respectively in 20 September, 4 October and 2 November. The dates are evenly spreaded out across the 3 months of Biennale. It makes the event more happening and makes sure that there is a kid’s event happening for each of the months. In all, the programming was made to the event’s advantage.

The Education and Outreach engages the young adults and community to participate in challenges. It includes school tours and the Biennale Race 2008. It holds the same motive as the Kids’ Biennale, which is to engage the community into arts.

Parallel events showcase a range of events up for the Biennale. The events were held from March till November. Most events were scheduled in September and October, given the opening of the exhibitions.

All the themes were set up to made sure that all the different market segments were catered to. For instance: the kids, parents, students and community.

In all, the programmes were very varied. From Kids’ Biennale which catered to kids and their parents, Education and Outreach events to cater to the young adults and parallel events for the community. The programmes were well planned, with good time management, making sure that there were events happening throughout the Biennale.

2.4 Packaging and Distribution
This refers to the opportunities within the event or the marketing of the event with other external attractions, accommodation and transport to the event.

To effectively make use of this marketing mix, destinations can package the events with other attractions. Packaging can be seen as the Biennale is closely tied up with major key attractions of Singapore: the Singapore Flyer and the Esplanade Bridge. Teaming up with the well known Singapore Flyer, world's largest observation wheel will attract hounds given the mass reports and promotion of the Singapore Flyer. This contributes to the success of the event as it will draw crowds to take part in the event.

Adding on, the Biennale takes place around the busting city region, which benefits from the crowd. Places of the event like Esplanade Bridge allows the public to view the artworks along as it does not require any ticket charges. Hence, this increases awareness of this event and educates the people of the growing arts scene and appreciation of art. This fulfils the objective of this event, which is to promote the practice and appreciation of the arts among Singaporeans. Biennale aims to advocate the value of the arts, bringing art to people.

All the venues of the event are located at the heart of Singapore and highly accessible. However, transport is not provided to the locations. It may render confusion to the tourists who are attending this event as the Old City Hall building is a fifteen minutes walk away from the city hall train station. Adding on, there were no signages or event helpers at the train station to indicate the location of the event. This may lead to confusion and dissuade people to participate in this arts event as they are not aware of the clear directions to the location.

The distribution network is important when selling the tickets. Biennale requires a distribution network for its tickets. As mentioned previously, their tickets can only be bought at the Old City Hall and South Beach Development. Hence, there is a need to improve their distribution strategy. Mentioned earlier, Biennale organisers could increase the distribution channels such as through the Biennale website, schools and community centres.

In all, packaging of the event with other attractions holds advantage for the marketing of Biennale. The packaging could be improved be offering transport to the location. It may be possible to provide shuttle buses to the location from City Hall Train station to the Old City Hall building. The bus can be on a half hourly basis. This will is viable and will improve the package of the product. road signages could be put up too.

2.5 Promotion
Promotion refers to the full range of communication mix used which includes: advertising, public relations and sales promotions. Some examples include the media coverage, press conference, word of mouth, etc.

The physical costs refer to the effort to travel to consume the event experience. This is closely related to the place marketing mix. Previously, it was mentioned that Biennale is held in the city area: City Hall, Esplanade Bridge, Central Promontory Site, South Beach Development and the Singapore Flyer. Of which, South beach Development was difficult to navigate as it was located in the outskirts of Raffles Place.

The physical costs of travelling there was high as many were unaware of the exact spot. Time wastage was a result and this upsets the event experience. Since pricing is the value visitors place for the event experience, many may not visit due to the lack of value they perceive to visit the Biennale at South Beach Development. However, the remaining locations: City Hall, Esplanade Bridge, Central Promontory Site and the Singapore Flyer, are well-known and easy to navigate. Thus, their physical costs are kept low.

Lastly, the sensory costs refer to any costs incurred due to the unpleasant environment. From the observation, the sensory costs were low. The environments were pleasant and suitable for the festival as they were suitable for each of their themes as mentioned in the place marketing mix.

Of all the costs which includes the time costs, psychic costs, physical costs and sensory costs, physical costs was high as South Beach Development was difficult to locate. In turn, it affects the event experience and the value of event to the visitors.

In all, pricing mix was used fairly well. If one was to purchase a ticket and visit the South Beach Development only, their event experience will not be favourable. However, if one was to visit other places excluding the South Beach Development, their event experience will be desirable. Hence, to further improve on this marketing mix, the high physical costs incurred for the South Beach Development should be addressed.

The high physical costs lies in the location and accessibility of the area. To mend the situation, shuttle buses can be arranged to ferry the public from Raffles Place station and City Hall Station to the event. road signages could be put up too. This also helps improve the Packaging mix.

Example of the road signage:


2.7 People
People refer to the cast, audience and hosts.

Cast involves all the Biennale sponsors. Audience refers to the locals, kids, students. Host could be the event helpers, organiser and the locals involved in the organising of this event. It is concerned about the interactions between audiences and hosts. Previously, it was mentioned that social interactions were involved and unforced in the event. For example: the Kids’ Biennale section, ticketing and Map of Singapore artwork. These interactions contributed to the event experience. The experiences were pleasant as the artworks were engaging. This adds on to event satisfaction.

Map of Singapore artwork:

The hospitality received by visitors directly shapes the experience. In Biennale, the hospitality received was mainly being the event helpers who were situated at ticketed locations: Old City Hall and South Beach Development. When asked with questions about the artworks, most event helpers do not know what it is or what is the sculpture made of. Though they were hospitable and friendly, event helpers should get some information the artworks they were guarding.

In all, the audiences could engage in interactive activities. However, the hosts, event helpers could read up on the general information of the artworks they were guarding.

2.8 Partnerships
Partnerships refer to the stakeholders such as sponsors and media.

Biennale has used various sponsors for different events. The main sponsors are Neptune Orient Lines Limited, Urban Redevelopment Authority, Marina Bay Development, Jet Airways, City Developments Limited, Elad Group and Dubai World. These are mainly sponsors for the locations, promotion of the events. Jet Airways has contributed to air tickets. Example: Jet Airways has worked closely with Singapore Biennale and contributed to the Kids’ Biennale. Jet Airways air tickets up to $38,000 were issued as prizes.

Sponsors:

Other sponsors include the Singapore Tourism Board, Land Transport Authority, Bombay Sapphire, Toshiba, Pico, Tradewinds Tours and Travel etc. these are the stakeholders as they have a share in the event. Partnerships with these associations can bring about increased awareness for the event. For instance: the Singapore Tourism Board, Tradewinds Tours and Travel.

The education partners include the Laselle college of Arts, Little Art Bug Workshop, National Library Board Singapore, Republic Polytechnic, The Arts House and The Substation. Collaboration with these institutions can increase the number of school tours to Biennale and this benefits the Biennale.

The most common partnerships are government agencies. Biennale has also joined forces with government agencies such as the Singapore Tourism Board, National Arts Council, etc. partnering with government agencies enables the events to be known nationwide as these government agencies have high marketing efforts and extensive networks to market the event. Being a nationwide event, partnerships helps to facilitate information and publicises the event.
Biennale could partner with other major Singapore arts festival such as the Sun Festival which takes place from 17 till 26 October. Both being mega arts festivals which Singapore Tourism Board markets fiercely, these events can have a joint partnership and sell tickets at a cheaper rate for entrance to both events. This could be feasible if both events’ organisers are able to come to an agreed split in profits.

3. Tourism Role of Biennale and it's economic value

Given the inaugural success of Singapore Biennale 2006, high hopes are placed on the Singapore Biennale 2008. The Singapore Biennale 2006 is the umbrella event where Singapore will play host to the Annual Meetings of the Boards of Governors of the International Monetary Fund (IMF) and World Bank Group. The main aim of Biennale 2008 was to increase the local’s appreciation for arts and exposure to arts festivals. Hence, the Biennale does not focus mainly on attracting tourists. The tourism role was minor. Most of the visitors were students, families and tourists made up a minority of the visitors.

The tourism role of Biennale is perhaps to cultivate the locals to practice the appreciation of the arts, build up capabilities and resources. Thereby, facilitating internationalisation. In a long run, the Biennale will benefit and play an important tourism role as the locals will have better arts appreciation and Singapore may shape up into an Arts Hub. Then, Biennale will a mega event where the tourists are largely involved in the sharing and participation of the festival
Educating the locals will change perceptions of Singapore being a boring and a destination lacking in arts value. Biennale helps to change perceptions and educate the locals.

Biennale is used as an image maker to pose Singapore as an Arts destination. It is an event to educate singaporeans about arts prreciation. Thus, posing a desirable image as an Arts destination for tourists. Thus, Biennale is used as an image maker.

Hence, the present tourism role of Biennale is to cultivate locals to have better appreciation for arts.

4. Conclusion
The marketing mix strategies mentioned were:

1. Product Experience
2. Place, physical setting and processes
3. Programming
4. Packaging and Distribution
5. Promotion
6. Price
7. People
8. Partnerships

In conclusion, the whole event was made successful due to these few factors: the Product Experience, Programming, Packaging and Distribution and the Partnerships.

Biennale exhibited a wide range of art pieces which catered to the young and the old. Furthermore, the expected products were provided. The augmented product, which largely affects the product experience, was accomplished. It helps to differentiate Biennale with other arts festival. This is due to the brand image, platforms for social interactions, and ambience which adds value to the product. Hence, the product mix contributed greatly to the success of Biennale.

Next is the programming, programming the programs were well-planned due to the appropriate time lapse between each event. Also, the Biennale was categorised into themed programmes, which includes the Exhibition, Vernissage, Encounters, Kids’ Biennale, Education and Outreach, and Parallel Events, to cater to people of all age groups.

Collaborating with well known attractions in Singapore is can enhance the package of Biennale. Singapore Flyer, Raffles City, Esplanade Bridge are popular sites and also, they are partnering with Biennale. However, the distribution segment should be addressed as tickets can only be purchased at Old City Hall and South Beach Development. Biennale could team up with Sistic and schools or sell the tickets on the Biennale website.

Partnerships include various professionals which are suitable to this arts event. A public agency like Singapore Tourism Board was a partner. This helps in the success of the event as public agencies have more funds and STB can promote this event to the tourists. In a long run, it may Biennale could be a tourist-must-visit event.

Other factors include the Place, physical setting and processes, Promotion, Price and People.
First up is the Place, physical setting and processes. There were many locations, of which all were very accessible, except for South Beach Development. It was mentioned that road signs could be put up to give instructions on the location of Biennale. Also, free rides can be offered to ferry the visitors to Biennale locations.

Next is the Promotion. Promotion was done through the issue to students’ price and advertising. However, there is a lack of distribution channels, as mentioned earlier, which affects the success of the event.

Price for the tickets was economical. However, considering the time, psychic, physical and sensory costs, the price mix was done fairly well. This is due to the location of South Beach Development which difficult to locate. Ways to tackle this situation was mentioned earlier on.

People involved include the event helpers, which will directly influence the event experience as they are the people whom the event goers interact with. The event helpers lack of general information about the artworks. Hence, to enhance the event experience for the event goers, the event helpers should be given general notes of the event and perhaps a briefing might help.

All in all, the Biennale was able to attract the locals and also tourists to attend this Arts Festival. Biennale could attract more locals and achieve their objectives by looking improving the use of various marketing mixes mentioned earlier on.

On a side note, I really enjoyed my trip to Biennale and I feel that it was a much anticipated nationwide event. Hopefully, it will be recognised internationally after the improvements were made (:

References:

Singapore Biennale 2008:
http://www.singaporebiennale.org/

Signed off,

♥chloe