Festival and event management
Fieldtrip report ( Singapore Biennale 2008; theme:wonder)

Introduction

Objectives

The objective of this report is actually to try to identify how the various components of the event marketing mix is applied when organizing for the event which I have chosen and visited in which this case is the Singapore Biennale 2008. Other than that we are also required to evaluate how these strategies played a major role in making the whole event such a major hit. The amount of impact and how the Singapore Biennale 2008 has on the tourism economy is also one of the assignment intentions.

The methodology of research is through the knowledge from those theories that we have learnt in class, information we have gathered before visiting the event and relating them when doing our onsite observation and research materials during the event. This will help us to understand how important the various components of event marketing mix are when organizing such any types of events.

Background of event

This Biennale, which is organized by the National Arts Council Singapore, will be showcasing artworks from 66 artists and art collectives from more than 35 countries and regions which are the best not just in Asia and international art practices.

This year Biennale is the second time it is hosted in Singapore, as the previous one, which is dated back to 2006, was a huge success when it amassed a crowd of 883,000 people. The reason this year Biennale is themed “wonder” which is a sequel to the previous Biennale theme “Belief” is because the organizers wanted those who came to the event to have a conviction of their presence in this world. To be able to allow those guests to relate the beauty of the artworks that are exhibited in accordance to this world is one of the organizers motive for this year Biennale.

The Biennale 2008 will be mostly revolved around 3 major areas which are South Beach Development, City Hall and Marina Bay with the first place representing the past of Singapore, the following being the present and the latter being the future. Most of the artworks and collectives in the form of paintings, sculptures, multi-media artworks and performance by various artists will be displayed at these 3 areas.