BEERFEST ASIA WAS AWESOME TO THE MAX CAN?!?!?! MANY THUMBS UP!!
Let us take our cups up high and scream: WE LOVE BEER!
Tuesday, June 23, 2009
AWESOME NIGHT!!
Before reading about Beerfest Asia, let me tell you guys!
BEERFEST ASIA WAS AWESOME TO THE MAX CAN?!?!?! MANY THUMBS UP!!
Let us take our cups up high and scream: WE LOVE BEER!
BEERFEST ASIA WAS AWESOME TO THE MAX CAN?!?!?! MANY THUMBS UP!!
Let us take our cups up high and scream: WE LOVE BEER!
Monday, June 22, 2009
a) BEER FESTIVAL ASIA!
MAP OF BEERFEST!
ME AND MY FRIENDS TAKING A GROUP PHOTO AT THE ENTRANCE!
Beerfest Asia 2009 is a festival where people will be able to drink beers from as far away as Chile, Mexico and Switzerland to traditional brewing nations such as Belgium, the USA and Germany, as well as Asian beers from Indonesia, Thailand, Singapore and beyond. There are over 100 kinds of beer, which starts as low as $3, for everyone to enjoy under a marquee that sits 1,500 people.
PEOPLE LINING AT THE OUTDOOR BAZAAR BUYING FOOD.
Further enhancing the experience is the outdoor bazaar with a wide variety of food and games. Packed with live performances by bands and classic festival activities, Beerfest Asia is truly a festival that showcases the exuberant night-life of Singapore and definitely should not be missed.
b) Compare the selected festival with a similar festival that has been successful in another city in terms of its marketing strategy
I have decided to compare Beerfest Asia against a world-renowned festival called Oktoberfest in Germany, Munich using the 8 “Ps” in marketing events, which are divided according to experiential and facilitating components.
I will first talk about the experiential components which are the Product, Place, Programming and People.
ME WITH SINGHA BOSS!
Product: The product of both Beerfest Asia and Oktoberfest is beer. People attending these 2 festivals have the same motive, which is to enjoy beer from all over the world.
In Beerfest Asia, people gather to consume beers from countries such as Chile, Mexico, Belgium, the USA, Germany, Asia and Singapore. There are over 100 kinds of beer, which starts as low as $3, for everyone to enjoy. This applies to Oktoberfest as well. People from all over the world as well as the Germans will gather to drink beers from all over the world as well.
Place: The location of Beerfest Asia was held at located on the F1 tracks (facing Marina Barrage) behind the Singapore Flyer, surrounded by business districts such as Maybank and Suntec City. It starts from 6pm-1am. As such, instead of travelling down to night clubs, it would only take 15 minutes for working adults to chill out after a day of work. They can enjoy their drinks under a marquee that sits 1,500 people. Thus, Beerfest Asia has set itself in a strategic location to attract the working population, who have the money to spend and the ability to drink.
There are also numerous rows of chairs and tables for everyone to drink their beers and socialise in the outdoors, just outside the huge marquee.
There is also an outdoor bazaar with a wide variety of food such as satay and french fries and games. The atmosphere was awesome and totally high to the max! There were live performances by bands and people can have an exciting experience driving F1 racing cars at a game station.
As for Oktoberfest, it is held in an open field called the Wies'n, which is about 600m from Germany. The festival starts from 10am till 10.30pm every day. There are a total of 14 big tents which can house up to 70,000 people. In addition to the beer tents, there are also hundreds of food stalls and fun-fair rides. The atmosphere is also enticed by traditional music and dancing.
SEE! LIFE IS GOOD WITH BEER! (:
ZHIHAO AND ZHIWEI (:
ME!
SHIMIN AND MEIYUN HIGH TILL HOOK HANDS DRINK BEER! MARRIAGE AH!?
Programming: The programming of Beerfest Asia was just splendid! Thumbs up! There was live bands such as 53A, to entice the crowd, colourful lightings to enhance the chill-out mood, a big open space in the centre of the marquee to serve as a place for dancing, cheap beer with high quality, sexy ladies to attract the guys and also to promote the beers, outdoor bazaar to sell food to go along with the beer and long chairs to facilitate bonding and for networking purposes.
As for Oktoberfest, the programming was not as lavish as Beerfest Asia. Marketers would not have to worry about the number of people attending because people are more than willing to drink at Oktoberfest! It is a festival which symbolises valuable meanings and has attracted 6 million people annually without fail. It was one word, simple. There were just tents to house people, accompanied with traditional dances and music. Food stalls and rides were situated outside. Their target markets were everyone! People of all walks of life, no matter young or old! In the night, the entire festival was just beautiful. The rides had lights which brightened up the night life of Germany.
People: To enter the festival, people would have to line up and present the ticket to the personnel. The staff will then tie a green ticket around the wrist. The staffs’ attitudes are still alright. They only put up a smile as they direct the people into the event.
As for Oktoberfest, I am not sure how the procedure to enter the event is like. I have not been to Germany before! HAHA!
Next would be the facilitating components which are the Partnerships, Promotions, Packaging & Distribution and Price.
Partnerships: Beerfest Asia has partnered with governmental agencies like Singapore Exhibition & Convention Bureau, which is a part of STB and the Australian Trade commission, an agency which helps companies around the world to source goods, services and investment from Australia.
The festival has also partnered with Citibank and Singapore Flyer. Citibank members are entitled to ticket discounts during purchase. They are also entitled to a 5% discount when they purchased food and beverage at the festival. With every ticket purchased, individuals are entitled to a free flyer ride for a limited period of time.
Oktoberfest has partnered with specific taverns and restaurants in and around Munich, in such a way that the remaining beer vouchers can be used again. It makes the trip to Oktoberfest more worthwhile and money-saving.
Promotions: Beerfest Asia only has only minor advertising efforts going on. There was a small advertisement on Today’s Newspaper. There were no TV or radio commercials. Perhaps that is the reason why there are not many teenagers present at the event. Also, in order to promote people to drink more beers, some beer companies uses sexy ladies to tempt men to buy more.
As for Oktoberfest, promotions are done on a huge scale, way before the festival commence. Oktoberfest starts at September 19th. However, on February 2nd, press representatives from all over the world were invited to witness the presentation of the new Oktoberfest-motif. The motif is used for all official advertising purposes and also shown on official Oktoberfest souvenirs. However, there were no sexy ladies, only mascots!
Packaging and Distribution: Beerfest Asia has packaged itself with attractions such as the Singapore Flyer, The Esplanade, F1 tracks, Marina Barrage and the currently undergoing construction Marina Bay Sands, which is a splendid sight at night. It is also near various shopping centres such as Marina Square and Suntec City. This allows visitors to visit these places before or after going to the festival.
VISITORS BUYING TICKETS AT THE VENUE ITSELF.
BEERFEST TICKETS! (: THE AWESOME NIGHT BEGINS.
The festival also has a wide ticket distribution network which makes it easy to get tickets. Tickets agents for the festival include Bytes Ticketing, HYDE, O’Briens Sandwich Bars islandwide, Timbre @ The Substation, Timbre @ The Arts House and Timbre @ Old School. Tickets can even be purchased through a staff’s email (shehzad@beerfestasia.com). Tickets can also be purchased at the festival’s venue itself.
Also, to purchase the beers or food, people will have to buy vouchers at the entrance first before proceeding to the marquee to buy beer. VIPs are also entitled to special benefits when they purchased a paakage
As for Oktoberfest, it has packaged itself with, instead little attractions. It is situated in an open field, which is 600m away from Munich’s central station. There are not many attractions to showcase Germany. Their ticketing network works in such a way visitors have to book their space in the beer tents 9 months in advance to secure their place! Moreover, people can only buy the beer vouchers in the tents itself, unlike Beerfest which is purchased outside first. Thus, it is really inaccessible and some people may not be able to drink beer at all as the renowned festival is too crowded.
Price: Beerfest has set more than one prices for their products. Admission prices are different, which ranges from $10-$128. There are early bird prices as well. The price of vendor rentals for the beer and food and merchandise varies too.
As for Oktoberfest, there is only a standard ticket price of $285 per ticket as stated on the website. There are no early bird specials or any other related offers. However, similar to Beerfest, it has set more than one prices for their products such as vendor rentals, merchandises and even online souvenirs.
I will first talk about the experiential components which are the Product, Place, Programming and People.
ME WITH SINGHA BOSS!
Product: The product of both Beerfest Asia and Oktoberfest is beer. People attending these 2 festivals have the same motive, which is to enjoy beer from all over the world.
In Beerfest Asia, people gather to consume beers from countries such as Chile, Mexico, Belgium, the USA, Germany, Asia and Singapore. There are over 100 kinds of beer, which starts as low as $3, for everyone to enjoy. This applies to Oktoberfest as well. People from all over the world as well as the Germans will gather to drink beers from all over the world as well.
Place: The location of Beerfest Asia was held at located on the F1 tracks (facing Marina Barrage) behind the Singapore Flyer, surrounded by business districts such as Maybank and Suntec City. It starts from 6pm-1am. As such, instead of travelling down to night clubs, it would only take 15 minutes for working adults to chill out after a day of work. They can enjoy their drinks under a marquee that sits 1,500 people. Thus, Beerfest Asia has set itself in a strategic location to attract the working population, who have the money to spend and the ability to drink.
There are also numerous rows of chairs and tables for everyone to drink their beers and socialise in the outdoors, just outside the huge marquee.
There is also an outdoor bazaar with a wide variety of food such as satay and french fries and games. The atmosphere was awesome and totally high to the max! There were live performances by bands and people can have an exciting experience driving F1 racing cars at a game station.
As for Oktoberfest, it is held in an open field called the Wies'n, which is about 600m from Germany. The festival starts from 10am till 10.30pm every day. There are a total of 14 big tents which can house up to 70,000 people. In addition to the beer tents, there are also hundreds of food stalls and fun-fair rides. The atmosphere is also enticed by traditional music and dancing.
SEE! LIFE IS GOOD WITH BEER! (:
ZHIHAO AND ZHIWEI (:
ME!
SHIMIN AND MEIYUN HIGH TILL HOOK HANDS DRINK BEER! MARRIAGE AH!?
Programming: The programming of Beerfest Asia was just splendid! Thumbs up! There was live bands such as 53A, to entice the crowd, colourful lightings to enhance the chill-out mood, a big open space in the centre of the marquee to serve as a place for dancing, cheap beer with high quality, sexy ladies to attract the guys and also to promote the beers, outdoor bazaar to sell food to go along with the beer and long chairs to facilitate bonding and for networking purposes.
As for Oktoberfest, the programming was not as lavish as Beerfest Asia. Marketers would not have to worry about the number of people attending because people are more than willing to drink at Oktoberfest! It is a festival which symbolises valuable meanings and has attracted 6 million people annually without fail. It was one word, simple. There were just tents to house people, accompanied with traditional dances and music. Food stalls and rides were situated outside. Their target markets were everyone! People of all walks of life, no matter young or old! In the night, the entire festival was just beautiful. The rides had lights which brightened up the night life of Germany.
People: To enter the festival, people would have to line up and present the ticket to the personnel. The staff will then tie a green ticket around the wrist. The staffs’ attitudes are still alright. They only put up a smile as they direct the people into the event.
As for Oktoberfest, I am not sure how the procedure to enter the event is like. I have not been to Germany before! HAHA!
Next would be the facilitating components which are the Partnerships, Promotions, Packaging & Distribution and Price.
Partnerships: Beerfest Asia has partnered with governmental agencies like Singapore Exhibition & Convention Bureau, which is a part of STB and the Australian Trade commission, an agency which helps companies around the world to source goods, services and investment from Australia.
The festival has also partnered with Citibank and Singapore Flyer. Citibank members are entitled to ticket discounts during purchase. They are also entitled to a 5% discount when they purchased food and beverage at the festival. With every ticket purchased, individuals are entitled to a free flyer ride for a limited period of time.
Oktoberfest has partnered with specific taverns and restaurants in and around Munich, in such a way that the remaining beer vouchers can be used again. It makes the trip to Oktoberfest more worthwhile and money-saving.
Promotions: Beerfest Asia only has only minor advertising efforts going on. There was a small advertisement on Today’s Newspaper. There were no TV or radio commercials. Perhaps that is the reason why there are not many teenagers present at the event. Also, in order to promote people to drink more beers, some beer companies uses sexy ladies to tempt men to buy more.
As for Oktoberfest, promotions are done on a huge scale, way before the festival commence. Oktoberfest starts at September 19th. However, on February 2nd, press representatives from all over the world were invited to witness the presentation of the new Oktoberfest-motif. The motif is used for all official advertising purposes and also shown on official Oktoberfest souvenirs. However, there were no sexy ladies, only mascots!
Packaging and Distribution: Beerfest Asia has packaged itself with attractions such as the Singapore Flyer, The Esplanade, F1 tracks, Marina Barrage and the currently undergoing construction Marina Bay Sands, which is a splendid sight at night. It is also near various shopping centres such as Marina Square and Suntec City. This allows visitors to visit these places before or after going to the festival.
VISITORS BUYING TICKETS AT THE VENUE ITSELF.
BEERFEST TICKETS! (: THE AWESOME NIGHT BEGINS.
The festival also has a wide ticket distribution network which makes it easy to get tickets. Tickets agents for the festival include Bytes Ticketing, HYDE, O’Briens Sandwich Bars islandwide, Timbre @ The Substation, Timbre @ The Arts House and Timbre @ Old School. Tickets can even be purchased through a staff’s email (shehzad@beerfestasia.com). Tickets can also be purchased at the festival’s venue itself.
Also, to purchase the beers or food, people will have to buy vouchers at the entrance first before proceeding to the marquee to buy beer. VIPs are also entitled to special benefits when they purchased a paakage
As for Oktoberfest, it has packaged itself with, instead little attractions. It is situated in an open field, which is 600m away from Munich’s central station. There are not many attractions to showcase Germany. Their ticketing network works in such a way visitors have to book their space in the beer tents 9 months in advance to secure their place! Moreover, people can only buy the beer vouchers in the tents itself, unlike Beerfest which is purchased outside first. Thus, it is really inaccessible and some people may not be able to drink beer at all as the renowned festival is too crowded.
Price: Beerfest has set more than one prices for their products. Admission prices are different, which ranges from $10-$128. There are early bird prices as well. The price of vendor rentals for the beer and food and merchandise varies too.
As for Oktoberfest, there is only a standard ticket price of $285 per ticket as stated on the website. There are no early bird specials or any other related offers. However, similar to Beerfest, it has set more than one prices for their products such as vendor rentals, merchandises and even online souvenirs.
c) Best practices of Beerfest Asia
Beerfest Asia is held in a strategic location, in town, near the business districts. As the event is held at the Singapore Flyer, surrounded by Mayback, Suntec City and other workplaces, it is definitely to attract business people, and ensure that the event hits a certain visitor target arrival.
Instead of wasting time travelling to pubs and clubs at Clarke Quay, it just takes a 15 minutes to enjoy the same amount of fun at the Beer Festival. Therefore, I have noticed that many people there are in their business outfit. A good way to attract the corporate market!
It is a wonderful idea to stage live band performances and having a huge open space in front of the stage, together with the festival. It allows the audience not just to drink beer, but to sing dance along as if they are at a disco. Moreover, it is also good news for the beer vendors! As people dance, sing and get high, they will surely get thirsty. Thus, people will buy more beer. More beer, more money!
HOT!
Not to forget! THERE ARE HOT FHM FINALISTS BABES DANCING FOR PEOPLE TOO! OOO-LA-LA!
SINGHA PRETTY BEER BABES! (:
LOOK AT ZHIHAO AND ZHIWEI! SEE SEXY BABES FAINT! :D
SEE LA! MEN REALLY CANNOT RESIST BABES! :D But the girl with the short hair looks fierce? Hahaha!
MEN DRINKING BEER IN FRONT OF SINGHA BEER BOOTH, WHICH USES SEXY BABES TO PROMOTE THE BEER.
Sexy ladies appeal to the men. Sexy ladies sort of hypnotise men to drink more and buy more. They are also helping the company to promote the brand of the beer. As such, I notice that many men are present at the little tables set up in front of beer brands that hire sexy ladies. Hot babes, more man, more money!
It is a clever idea to use vouchers instead of cash payment for beers. It is hard to do accounting for the sales as money may be misplaced or stolen Also, by using vouchers, there is no need to give customers then change as the vouchers are of a standard price per piece. Moreover, the festival is held in the dark, with striking disco lightings all around. It is definitely a hassle to find the right change.
It is also a good idea to have different queues and different hang tags for normal visitors and VIP visitors. Thus, it is easier to differentiate these people as there are certain privileges to be given to such people.
They pay a higher price than one-day visitors. It is definitely a hassle to ask people if they are VIPs in the crowd. By having a different tag and queue, it makes them feel more important and it is also more convenient for the staffs.
Sunday, June 21, 2009
d) Identify the stakeholders in these festivals
The stakeholders in Beerfest Asia are:
· Host Community: Singapore
Beerfest Asia was held at Singapore itself. Thus, it is the host community.
· Host Organisation: Beerfest Pte Ltd
From the Beerfest website, Beerfest Pte Ltd was orgainser of the wonderful event.
· Sponsers:
1. Citibank
2. Absolut Vodka
3. Singapore Flyer
4. Grand Park Hotel
5. FHM
6. TimeOutSingapore
7. Power 98 FM
8. HungryGoWhere.com
9. Timbre Music
10. B-YOND
11. D.A.S Audio
12. NLX Event Services
13. CSP Productions
14. BMC Music Centre
15. LOWE Refrigeration
16. A. HARTRODT GROUP
17. BIO-AIR
The above sponsers are taken from the Beerfest Asia website. :D
· Media:
1. Newspaper
2. Radio
· Co-workers:
1. Staff of Beerfest Pte Ltd
2. Beer Companies
3. Games and food outlets
4. Volunteers
5. Security guards
6. Stage and lighting techicians
7. Logistics
· Participants and Spectators
1. People who attend the Beer Festival
2. Companies invited to the Beer Festival
3. Beer Vendors
4. People working at the festival
5. Live Bands Performers
6. Passerby
· Host Community: Singapore
Beerfest Asia was held at Singapore itself. Thus, it is the host community.
· Host Organisation: Beerfest Pte Ltd
From the Beerfest website, Beerfest Pte Ltd was orgainser of the wonderful event.
· Sponsers:
1. Citibank
2. Absolut Vodka
3. Singapore Flyer
4. Grand Park Hotel
5. FHM
6. TimeOutSingapore
7. Power 98 FM
8. HungryGoWhere.com
9. Timbre Music
10. B-YOND
11. D.A.S Audio
12. NLX Event Services
13. CSP Productions
14. BMC Music Centre
15. LOWE Refrigeration
16. A. HARTRODT GROUP
17. BIO-AIR
The above sponsers are taken from the Beerfest Asia website. :D
· Media:
1. Newspaper
2. Radio
· Co-workers:
1. Staff of Beerfest Pte Ltd
2. Beer Companies
3. Games and food outlets
4. Volunteers
5. Security guards
6. Stage and lighting techicians
7. Logistics
· Participants and Spectators
1. People who attend the Beer Festival
2. Companies invited to the Beer Festival
3. Beer Vendors
4. People working at the festival
5. Live Bands Performers
6. Passerby
e) Reflect on the main purpose of this event or festival
The main purpose of Beerfest Asia is to allow people to experience many different types of beers that cannot be found in Singapore. It also allows beer companies to bring new flavours to local consumers.
It was my first time visiting such a unique festival and I had gain many interesting insights. I have seen and drank some of the beers that I have never heard before in my life. There are a lot of unique beers available which is indeed eye-opening. The prices of the beers are really cheaper than the usual price and it gives locals an opportunity to savour them with friends and colleagues.
Besides, the festival is indeed a great time to chill out after work and to engage in socialisation and networking purposes in a fun way. The live bands were awesome! The perfomers really brought the entire atmosphere up to the max! People were dancing and drinking, definitely a great night spent.
It was my first time visiting such a unique festival and I had gain many interesting insights. I have seen and drank some of the beers that I have never heard before in my life. There are a lot of unique beers available which is indeed eye-opening. The prices of the beers are really cheaper than the usual price and it gives locals an opportunity to savour them with friends and colleagues.
Besides, the festival is indeed a great time to chill out after work and to engage in socialisation and networking purposes in a fun way. The live bands were awesome! The perfomers really brought the entire atmosphere up to the max! People were dancing and drinking, definitely a great night spent.
f) Comment on the amount of tourism benefits received by the host city of the chosen event.
As Beerfest Asia is held in Singapore, it brings a significant amount of tourism benefits to Singapore. The beer festival can be considered a major event as it has attracted about 14,000 people throughout a short span of 5 days.
As the event only starts at 6pm, visitors can visit the various attractions around the venue first. As such, Beerfest Asia is helping Singapore to promote our local attractions. Also, there are various shopping centres around the festival venue. People can engage in shopping, dining and various forms of entertainment which generates money. Thus, Beerfest Asia has resulted in a significant amount of economic spin-off in Singapore.
As the event only starts at 6pm, visitors can visit the various attractions around the venue first. As such, Beerfest Asia is helping Singapore to promote our local attractions. Also, there are various shopping centres around the festival venue. People can engage in shopping, dining and various forms of entertainment which generates money. Thus, Beerfest Asia has resulted in a significant amount of economic spin-off in Singapore.
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