1) Characteristics of event
Base on the characteristics of the Live! Singapore event, it is a major event. This event is capable, either by scale or by media interest, of attracting significant visitor numbers, media coverage and economic benefits. Live! Singapore is a international event that welcomed a total of 1,291 participants from 53 countries around the world. The event was a success. Not only that it has attracted many industry leaders, it has also had over 50 leading performing arts organizations and government agencies attended LIVE! Singapore 2011, attesting to its unique position as the ideal platform for performing arts professionals to exchange ideas, promote business and build networks. One of the participants commented that the quality of the exhibitors and presenters that I met, as well as the panel discussions that I sat in, have been excellent. The global industry is focusing strongly on Asia and the performing arts works that are coming out of the region.
Live! Singapore also portrays as a business event. There is showcases, Live! Trade fair, networking events. It is characterized by its business and trade focus, although there is a strong public and tourism aspect to many of its activities. All these showcases, trade fair and networking events brings many people from all over the world together for a common purpose, sharing of the information.
2) Strength & weakness of the event
i. Event organization
The strength of the Live! Singapore event is definitely tremendous. Firstly, it is hosted by Koelnmese , a professional event planner company to organize and provides all the services to ensure a perfect trade fair participation in every respect.
Koelnmese is a very recognized company that hold many major events in the past like Wine and Gourmet in Japan, Clean energy expo china which mostly are business events. Their primary function is to service exhibitors and visitors participating in trade fairs in Cologne, as well as to organize established and new events in Asia.
Koelnmese provides a tailor-made, full-service package from stand planning and organizing supporting events, to the implementation of professional advertising and media services.
ii. Environment
In terms of environment, the impact of the event production wasn’t enormous. For this event, they only need to set up booth for the artists, conference room for the conferences. But those things that are used to set up the booth are most likely to be either recycled or thrown away, which could likely be the biggest waste production for this event.
iii. Venue
Venue management often includes an event management component, whether as part of the marketing of the venue or as part of the servicing of event clients. Type of venues that commonly include an event management component includes hotel, resorts, convention and exhibition centres, sports and fitness centres, sports stadiums, performing arts centres, heritage sites, theme parks, shopping centre and markets. In this case, Live! Singapore had covered various venue of the component which are hotel ( Marina Bay Sands), convention & exhibition centres at Marina Bay Sands Expo, heritage sites which is the The Arts House, Singapore's first court house and former parliament house transformed into an arts and heritage venue. Live! Singapore was held at two venues, The Arts House and Marina Bay Sands.
The venue is definitely very well organized as the showcases are held at The Arts House, who are the official showcase sponsor. And for the following two days of the event, 2 June – 3 June, the conference and trade fairs are held at Marina Bay Sands Expo.
iv. Programming
For programming, Live! Singapore have trade fairs, conferences and showcases.
Trade fairs are only available from 2 June to 3 June at Marina Bay Sands. There are many different types of trade fairs, Live! Trade fair, Live! Lounge & Refreshments, Lunch with the experts!, pitch sessions @ Live! Lounge and lastly, Meet the Buyers @ Live! Lounge.
- The Live! Trade fair
It was always be ongoing from 10.30am to 4.30pm, every artist or organizations can rent a booth so that they can be there to meet potential business partners or buyers etc.
Lounge & Refreshments are also available from 10.30am to 4.30pm. enables people to share their information, interest.
- Live! Conference
There are conference everyday from 1 June to 3 June for Live! Singapore. There are approximately total of 17 conferences for the 3 days of the event. Talked about anything that has to do with arts. E.g. dance, networking, social media, fundraising & sponsorships, infrastructure developments, programming, culturenomics etc.
The speakers of the conference are mostly industry leaders sharing their experiences and tips to anyone who is interested to listen or learn.
- Showcases
Most showcases are only on the first day of Live! Singapore event. This is also partly because on the second and third day of the event, they will most probably be at their booth to meet potential business opportunities. And luckily, i was able to be there on the first day of the event to watch the showcases from renowned artists like Julian Gargiulo, story teller Roger Jenkins etc.
Refer to appendices.
v. Manpower allocation
The manpower allocation is sufficient for the event. On the first day of the event at The Arts House, many ushers were around to guide people around and are very helpful in terms of prompting us that the event at certain room is going to start in 15 minutes time, please proceed.
At Marina Bay Sands, most ushers are the same from day 1- 1st June at The Arts House. Most workers at Marina Bay Sands are already helping out for the event such as setting up the buffet lunch room etc. So, for this event, it was not required to hire these services directly.
For both the venue, The Arts House and Marina Bay Sands, the registration counter was very big and easy to find when me and my friends were going to register. The signboards at the registration boot hare also very clear, in terms of having VIP at the left and buy tickets on the right. They have around 5-6 counters for registration which I thought it was sufficient when talking about manpower allocation. The staffs are really courteous and helpful when doing registration for us.
Conclusion, in terms of manpower allocation, Live! Singapore event doesn’t seem to have problems of having insufficient of manpower.
vi. Logistics
The logistics team is to ensure that the programme stays on track.
The strength is that for events like Live! Singapore, there won’t be any chaos in any situation. so, the equipments like sound, lighting, seating, stage, exhibition booths at the trade fairs, registration counters will not be damaged eventually considering the fact that the people going for this Live! Singapore event won't be rushing all over the place like as though at a road show or something.
- Security
For Live! Singapore, when I was at The Arts House, there is a security guard guarding the staircase to ensure that only relevant people will get the entry to the second floor for the event. There are also CCTV cameras around to show signs of security presence. At Marina Bay Sands Expo, there are already security guards there so Live! Singapore do not have to have high concern regarding this issue.
- Flow of audience, artists and communication
Live! Singapore are considerate in a way that knowing the parking expense will be high since it is held at CBD (Central Business District), they mentioned in the guide that the by flashing the Live! Singapore badge, then the participants are entitled to a entry fee of S$6.
Signage and placement of the board was very clear. Especially for the one at The Arts House, since the place was rather small. While at Marina Bay Sands, there are many rooms and some of the conference timings were not accurate to follow due to the delays of the earlier conference.
- Amenities
The sitemap of the event at the venue was printed out together with the guide book. Even the website also do have the sitemap of where Live! Singapore will be held.
vii. Products and services
As the event is a place for the artists and the potential business people to meet, there wasn’t any product selling involved.
As for the services, they have information counter together with the booths of the artists. They also do provide service of renting out the booth.
3) Ways to max strengths and minimize weaknesses
One of the way to maximize the strength is to use the same venue again. This is because, by using the same venue again, participants who had came this year, will know the place better and thus do not have to spend so much time finding out the exact venue. Since they do not have to spend time analyzing where the event is going to be held at , they can spend more time personal like shopping, sightseeing in Singapore.
Secondly, The Arts House are actually not very convenient if there are people who wants to take public transport there. This is because the nearest bus stop is actually 300 m away and as a foreigner, he/she might lost their way when travelling to The Arts House. They might want to provide shuttle bus from Marina Bay Sands or nearest MRT station, which will be promenade, to The Arts House so that it will be very convenient for participants who are not travelling by car.
4) Future challenges
One of the challenges Live! Singapore might face is sustainability. They might want to advertise more in the business arts sector to attract more participants. Furthermore, they should also invite good quality of advisory panel to avoid the drop in quality.
Secondly, will they still be able to get the same number of sponsorships? If they are not able to get the same number as this year, means they eventually have to pay for it. For e.g. if The Arts House is not the official showcase sponsor, means they have to look for a place for the showcases or pay for the facilities.
Lastly is the participants, the number of participants may be very predictable but it may be hard to have a lot more participants because most people who went for the event are on behalf of certain arts company or high position rank manager etc. whether the event is good or not will be spread through word of mouth as well.
Reference:
http://www.live-singapore.com.sg/
Appendices
Pianist, Julian Gargiulo, Italy
Storyteller, Roger Jenkins, Singapore
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