Events Management

Friday, June 27, 2008, 8:38 PM

Field Trip Reflection Report

1. Introduction

The event that I have chose is Five Foot Broadway Mini Musical. The musical consists of six short and innovative stories. Each 15 minutes mini musical will be portray through song and movement by the cast. These six mini musicals have been staged at the Esplanade Theatre Studio on 16 June. In addition the mini musical is also part of Flipside - an Esplanade Presents festival that is held in conjunction with the Singapore Arts Festival.

The purpose of the report is to provide a first hand account of the event, to critic on the marketing strategies of the organizers, program and management and the values of the events to the tourism industry.

2. Background of the organizer

Five Foot Broadway Mini Musical was organized by Musical Theatre Limited in collaboration with Esplanade-Theatres on the Bay. Musical Theatre Limited is a non-profit organization committed to contribute to Singapore’s cultural landscape by providing a platform to inspire, incubate and express original musical theatre works. Founded in 2003, Musical Theatre Limited was formally known as Musical Theatre Society has altogether presented 19 new musical, at the Arts House and the Esplanade, under their showcase programme Five Foot Mini Musical. Musical Theatre Limited thus continued the transition from 2007.

Esplanade aims to be a performing arts centre for everyone, and to cater to its diverse audience. Programme line-up spans all genres to encompass music, dance, theatre and visual arts, with a special focus on Asian culture. Since it’s opening on October 2002, Esplanade has welcomed over seven million of visitors and has hosted over 2,000 performances.

3. Roles of the event to the organizer

Five Foot Broadway Mini Musical being held in collaboration with the Esplanade-theatre on the bay was given the opportunity to hold the event in Esplanade Theatre Studio. Esplanade, located at city of Singapore would be easily accessible by any mode of transport. Holding the event in Esplanade would greatly raise the public awareness of the musical and the organizers, as Esplanade is a well-known centre that promotes performing arts. Furthermore, being able to feature its performance in Esplanade would be consider a form of prestige and status for Musical Theatre Limited and thus people will tend to notice future events organized by them.

Five Foot Broadway Mini Musical is able to provide a platform for local writers, composers, and performers to showcase their talents through the Musical. The role of the musical to the organizer, Musical Theatre Limited is that it initiates to propel local talents towards creating original works and to encourage participation by staging opportunities for expression. It also creates a new market for non-musical goers to experience musical in bite size format and also extending a variety to existing market.

This is done so because the musical encourage locals to submit their concept and ideas via online or mail, after which submissions will be chosen based on the music, storyline and stage ability to be feature in Five Foot Broadway Mini Musical. In addition, through the events, it introduced more homegrown musical to Singaporeans, which will thus promote Singapore as a vibrant and active performing arts centre and entertainment hub.

4. Stakeholders

The stakeholders involved in Five Foot Mini Musical consist of sponsors, supports and volunteers. The sponsors are mainly National Arts Council, Creative Community Singapore, Arts Fund, Lee Foundation, Sing Avenue Productions, Super Galvanising Pte Ltd, Samuel Seow Law Corporation, and Home-Fix Pte Ltd.

Supports for the musical include Courts Pte Ltd (Singapore) for providing all the furniture and transport in and out of stage, Victoria Moey for the graphic design of the musical, Esplanade for believing in Five Foot Broadway Mini Musical.

Musical Theatre Limited is also fuelled with passionate volunteers who work to realize the dreams of writers, composers and performing artist.

5. Target Market

Five Foot Broadway Mini Musical aims to target at people of all age levels. This is because the mini musical will feature 6 different storylines that can cater to the diverse age range of the audience. Young audience would probably enjoy the mini musical, the tale of the pretty princess, Singapore boys and sunset bloom whereby the story is being deliver to the audience through lively song and movements, which bring about humor and laughter. Mature audience would probably enjoy the mini musical, now you see me, a delicious pretence and Peter and Pierre.

The mini musical also targets at families in which parents who are musical theatre lovers can bring along their children whereby they introduced the theatre culture to them. In addition, the musical also targets at local Singaporeans as Musical Theatre hopes to expose the locals to more homegrown musical.

6. Marketing Strategies

Product:
Musical Theatre Limited has presented 6 mini musical through song and movements of the cast. The musicals will portray different experiences for the audience and having enjoyed 6 different stories, the musical is valued for money.

Place:
The musical will be featured in Esplanade Theatre Studio. Esplanade located at the city of Singapore, just by Marina Bay at the mouth of the Singapore River. Being recognized as one of the world’s busiest arts centre, it would attract people to watch the musical there, considering Esplanade’s reputation.

Programming:
Five Foot Broadway Mini Musical featuring on the 16 June 2008 has allocated 2 different timeslots, one at 7pm and another at 9.30pm so as to cater to the demands and needs of the audiences.

People:
The musical was delivered by the cast with the support of creative teams made up of director, choreographer, stage manager, producer and lighting technician. There were also ushers and members from the Musical Theatre Limited such as their General Manager, Mark Ha to guide the audience throughout the musical.

Promotion:
Five Foot Mini Musical were promoted through Electronic Direct Mail (EDM). EDM is a computer system in which the organizer will send emails about the musical to people who have left their contact details from previous musicals. Promoting the musical in the Musical Theatre Limited (http://www.musicaltheatrelimited.org/) and Esplanade-Theatres on the bay (http://www.esplanade.com/) official website is also one of the strategies that the organizers had used to market the event. Another way to market the musical is through words of mouth in which musical theatre lovers would pass on the message about the musical to their friends and more.

Partnerships:
The musical was held in collaboration with Esplanade-Theatres on the bay. In addition, with the support and sponsorships from other organizations, the musical was proved to be a success.

Packaging and Distribution:
The sale of the tickets were made available through Esplanade Box Office, Esplanade official website or SISTIC’s authorized agents via the SISTIC hotline 63485555 or website (http://www.sistic.com.sg/). The various ticketing methods have enable public to purchase tickets in the most convenient way.

Price:
Ticket for the musical is priced at S$25. However students, NSF and senior citizen could purchase the tickets at a concession price of S$20. However if tickets are purchased through SISTIC, a SISTIC fee of $1 will be charged for each ticket.

7. Rate the organization of the Event

In my opinion the organization of Five Foot Broadway Mini Musical was above satisfactory and improvements can be made to make the musical a better one. The 6 different mini stories were able to provide different experiences to the audience. The stories were feature through song and movement, which is an interesting and innovative way to bring about the story to the audience. Each musical lasted for 15 minutes; therefore it was able to catch the audience full attention. After the musical ended, there were people from the organization to guide us if there were any inquiries.

Improvements to be made are that there were no intervals between each musical, and the uncomfortable seats and small theatre were not able to provide a nice environment for the audience to enjoy the musical. Therefore it would be better to have short intervals between the mini musical for the audience to have time to rest and capture the musical stories in their head.

8. Potential of the event to meet tourist demand

In my opinion, the potential of the event to meet tourist demand is low. This is because Musical Theatre Limited has done little marketing effort to promote the event. Therefore, only Singaporeans would be expose to the event. Five Foot Broadway features local homegrown musical, therefore it may not appeal to the liking of the tourists. Furthermore, the small size of the theatre studio will not be able to hold the carrying capacity of large tourist demand.

However, there is still possibility to meet tourist demand. This is because Five Foot Broadway is part of a flipside; an Esplanade presents festival that is held in conjunction with the Singapore arts festival. Therefore, tourist may want to integrate into Singapore’s arts culture to experience a different kind of musical compared to their home country.

9. Value of the event

Singapore tourism board mission is that “We develop & champion tourism, so as to build the sector into a key driver

of economic growth for Singapore". Musical Theatre Limited’s mission is to turn Singapore’s life into music and song. Musical Theatre Limited also continued its drive to establish itself as a premier arts organization, devoted to developing new works of musical theatre. Through Five Foot Broadway Mini Musical, Musical Theatre can achieve its mission. The event acts as an image-maker that creates and enhances Singapore as a premier arts centre to attract more tourists.

To raise the value of the event to be align with the STB’s mission, Musical Theatre Limited can introduced the musical as a form of tourist attraction that provides a different entertainment and arts experience to attract quality tourist and increase the visitors spending and length of stay. Musical Theatre Limited could also conduct place marketing in which they will promote the event in STB’s official website so as to informed tourists of the happening of the event.

10. Conclusion

Overall, Five Foot Broadway Mini Musical is a successful local musical. In the future, more of similar homegrown musical should be introduced to the public and to provide local talents with the opportunities to showcast their musical pieces.

Other Pictures:

References:
http://www.musicaltheatrelimited.org/
http://www.esplanade.com/


Profile You asked for it Name: Huiqi Age: 18 School: Temasek Poly Subject:Events Management Admin Number:0607131J Links Seven seas Erica Maxine Ruimin Ronnie ChuanRong TO3 Miss Sandra Sing The love song	Friday, June 27, 2008, 8:38 PM Field Trip Reflection Report 1. Introduction The event that I have chose is Five Foot Broadway Mini Musical. The musical consists of six short and innovative stories. Each 15 minutes mini musical will be portray through song and movement by the cast. These six mini musicals have been staged at the Esplanade Theatre Studio on 16 June. In addition the mini musical is also part of Flipside - an Esplanade Presents festival that is held in conjunction with the Singapore Arts Festival. The purpose of the report is to provide a first hand account of the event, to critic on the marketing strategies of the organizers, program and management and the values of the events to the tourism industry. 2. Background of the organizer Five Foot Broadway Mini Musical was organized by Musical Theatre Limited in collaboration with Esplanade-Theatres on the Bay. Musical Theatre Limited is a non-profit organization committed to contribute to Singapore’s cultural landscape by providing a platform to inspire, incubate and express original musical theatre works. Founded in 2003, Musical Theatre Limited was formally known as Musical Theatre Society has altogether presented 19 new musical, at the Arts House and the Esplanade, under their showcase programme Five Foot Mini Musical. Musical Theatre Limited thus continued the transition from 2007. Esplanade aims to be a performing arts centre for everyone, and to cater to its diverse audience. Programme line-up spans all genres to encompass music, dance, theatre and visual arts, with a special focus on Asian culture. Since it’s opening on October 2002, Esplanade has welcomed over seven million of visitors and has hosted over 2,000 performances. 3. Roles of the event to the organizer Five Foot Broadway Mini Musical being held in collaboration with the Esplanade-theatre on the bay was given the opportunity to hold the event in Esplanade Theatre Studio. Esplanade, located at city of Singapore would be easily accessible by any mode of transport. Holding the event in Esplanade would greatly raise the public awareness of the musical and the organizers, as Esplanade is a well-known centre that promotes performing arts. Furthermore, being able to feature its performance in Esplanade would be consider a form of prestige and status for Musical Theatre Limited and thus people will tend to notice future events organized by them. Five Foot Broadway Mini Musical is able to provide a platform for local writers, composers, and performers to showcase their talents through the Musical. The role of the musical to the organizer, Musical Theatre Limited is that it initiates to propel local talents towards creating original works and to encourage participation by staging opportunities for expression. It also creates a new market for non-musical goers to experience musical in bite size format and also extending a variety to existing market. This is done so because the musical encourage locals to submit their concept and ideas via online or mail, after which submissions will be chosen based on the music, storyline and stage ability to be feature in Five Foot Broadway Mini Musical. In addition, through the events, it introduced more homegrown musical to Singaporeans, which will thus promote Singapore as a vibrant and active performing arts centre and entertainment hub. 4. Stakeholders The stakeholders involved in Five Foot Mini Musical consist of sponsors, supports and volunteers. The sponsors are mainly National Arts Council, Creative Community Singapore, Arts Fund, Lee Foundation, Sing Avenue Productions, Super Galvanising Pte Ltd, Samuel Seow Law Corporation, and Home-Fix Pte Ltd. Supports for the musical include Courts Pte Ltd (Singapore) for providing all the furniture and transport in and out of stage, Victoria Moey for the graphic design of the musical, Esplanade for believing in Five Foot Broadway Mini Musical. Musical Theatre Limited is also fuelled with passionate volunteers who work to realize the dreams of writers, composers and performing artist. 5. Target Market Five Foot Broadway Mini Musical aims to target at people of all age levels. This is because the mini musical will feature 6 different storylines that can cater to the diverse age range of the audience. Young audience would probably enjoy the mini musical, the tale of the pretty princess, Singapore boys and sunset bloom whereby the story is being deliver to the audience through lively song and movements, which bring about humor and laughter. Mature audience would probably enjoy the mini musical, now you see me, a delicious pretence and Peter and Pierre. The mini musical also targets at families in which parents who are musical theatre lovers can bring along their children whereby they introduced the theatre culture to them. In addition, the musical also targets at local Singaporeans as Musical Theatre hopes to expose the locals to more homegrown musical. 6. Marketing Strategies Product: Musical Theatre Limited has presented 6 mini musical through song and movements of the cast. The musicals will portray different experiences for the audience and having enjoyed 6 different stories, the musical is valued for money. Place: The musical will be featured in Esplanade Theatre Studio. Esplanade located at the city of Singapore, just by Marina Bay at the mouth of the Singapore River. Being recognized as one of the world’s busiest arts centre, it would attract people to watch the musical there, considering Esplanade’s reputation. Programming: Five Foot Broadway Mini Musical featuring on the 16 June 2008 has allocated 2 different timeslots, one at 7pm and another at 9.30pm so as to cater to the demands and needs of the audiences. People: The musical was delivered by the cast with the support of creative teams made up of director, choreographer, stage manager, producer and lighting technician. There were also ushers and members from the Musical Theatre Limited such as their General Manager, Mark Ha to guide the audience throughout the musical. Promotion: Five Foot Mini Musical were promoted through Electronic Direct Mail (EDM). EDM is a computer system in which the organizer will send emails about the musical to people who have left their contact details from previous musicals. Promoting the musical in the Musical Theatre Limited (http://www.musicaltheatrelimited.org/) and Esplanade-Theatres on the bay (http://www.esplanade.com/) official website is also one of the strategies that the organizers had used to market the event. Another way to market the musical is through words of mouth in which musical theatre lovers would pass on the message about the musical to their friends and more. Partnerships: The musical was held in collaboration with Esplanade-Theatres on the bay. In addition, with the support and sponsorships from other organizations, the musical was proved to be a success. Packaging and Distribution: The sale of the tickets were made available through Esplanade Box Office, Esplanade official website or SISTIC’s authorized agents via the SISTIC hotline 63485555 or website (http://www.sistic.com.sg/). The various ticketing methods have enable public to purchase tickets in the most convenient way. Price: Ticket for the musical is priced at S$25. However students, NSF and senior citizen could purchase the tickets at a concession price of S$20. However if tickets are purchased through SISTIC, a SISTIC fee of $1 will be charged for each ticket. 7. Rate the organization of the Event In my opinion the organization of Five Foot Broadway Mini Musical was above satisfactory and improvements can be made to make the musical a better one. The 6 different mini stories were able to provide different experiences to the audience. The stories were feature through song and movement, which is an interesting and innovative way to bring about the story to the audience. Each musical lasted for 15 minutes; therefore it was able to catch the audience full attention. After the musical ended, there were people from the organization to guide us if there were any inquiries. Improvements to be made are that there were no intervals between each musical, and the uncomfortable seats and small theatre were not able to provide a nice environment for the audience to enjoy the musical. Therefore it would be better to have short intervals between the mini musical for the audience to have time to rest and capture the musical stories in their head. 8. Potential of the event to meet tourist demand In my opinion, the potential of the event to meet tourist demand is low. This is because Musical Theatre Limited has done little marketing effort to promote the event. Therefore, only Singaporeans would be expose to the event. Five Foot Broadway features local homegrown musical, therefore it may not appeal to the liking of the tourists. Furthermore, the small size of the theatre studio will not be able to hold the carrying capacity of large tourist demand. However, there is still possibility to meet tourist demand. This is because Five Foot Broadway is part of a flipside; an Esplanade presents festival that is held in conjunction with the Singapore arts festival. Therefore, tourist may want to integrate into Singapore’s arts culture to experience a different kind of musical compared to their home country. 9. Value of the event Singapore tourism board mission is that “We develop & champion tourism, so as to build the sector into a key driver of economic growth for Singapore". Musical Theatre Limited’s mission is to turn Singapore’s life into music and song. Musical Theatre Limited also continued its drive to establish itself as a premier arts organization, devoted to developing new works of musical theatre. Through Five Foot Broadway Mini Musical, Musical Theatre can achieve its mission. The event acts as an image-maker that creates and enhances Singapore as a premier arts centre to attract more tourists. To raise the value of the event to be align with the STB’s mission, Musical Theatre Limited can introduced the musical as a form of tourist attraction that provides a different entertainment and arts experience to attract quality tourist and increase the visitors spending and length of stay. Musical Theatre Limited could also conduct place marketing in which they will promote the event in STB’s official website so as to informed tourists of the happening of the event. 10. Conclusion Overall, Five Foot Broadway Mini Musical is a successful local musical. In the future, more of similar homegrown musical should be introduced to the public and to provide local talents with the opportunities to showcast their musical pieces. Other Pictures: References: http://www.musicaltheatrelimited.org/ http://www.esplanade.com/