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Songs of the Sea - Singapore's Multi-Sensory Extravaganza

Introduction

I have chosen to visit Sentosa on Wednesday, 25 June 2008, and managed to watch the stunning "Songs of the Sea" show. It was held during the evening at 7.40pm, which was the first show of the day.

The $30-million Songs of the Sea is the world's first permanent show set in the sea, which features pyrotechnics, dramatic effects and 40-m high water jets. It was first opened on the 27 March 2007, which would stage two shows per day for a duration of 25 minutes each. The entire show's story is guided by a group of mischievious sea animals, that entices the audience's attention.

The background of the organiser

Sentosa - the central player in the emerging multi-billion Sentosa-Harbourfront leisure destination, in position to be Asia's premier resort island. It has been awarded several prestigious awards to make its mark on the interational scene. Sentosa has a huge committment to its excellent service culture as well as consistent quality standards.

Sentosa Leisure Management Pte Ltd, a wholly-owned subsidiary, manages the day-to-day operations on the island. The resort island was launched in 1972, located just 15min away from the city and holds a unique blend of leisure and recreational facilities. It includes an array of family attractions, accommodations, sea activities and retreats. The island is also the only place whereby beachfront accommodation is provided with over 670 hotel rooms. Sentosa has become a significant attraction to visit for the tourists, as it caters to all ages.

Discuss the role of events to the organizer (or attraction / venue)

Songs of the Sea draws in a huge crowd consisting of tourists and locals of all ages, due to its wonderful experience and reputation. Since this show runs a full year and on every single day, it would be a prominent attraction whereby visitors would end their day at. This would allow visitors to prolong their stay on the island, in order to attend the show.

Furthermore, the show starts of with a greeting of multi-racial songs which would accommodate to all the different tourists. This extravaganza is a huge attraction since it is the first in the world to be staged in the sea permanently. Since it is situated strategically in front of the beach station on Siloso Beach, it is easily accessible and conveniently found.

Identify the stakeholders in the attraction

The main stakeholder of the attraction would be the organiser, Sentosa Leisure Management Pte Ltd. It operates the attraction and invests a lot of time in promoting the attraction.

Other stakeholders include the Singapore Tourism Board (STB), staff of Sentosa and tourists. The STB plays a huge role by continuously supporting and recognizing the success of the attraction. Staff of Sentosa also play a big part by providing their valuable services to the visitors, leaving them with memorable experiences. Last but not least, the tourists who visit the attraction, as they are the main source of revenue.

Identify the target market

The target market of Songs of the Sea was families of all ages, as the storyline of the show suits everyone. The animation would definitely entice the younger crowd and the waterworks, lightworks and fireworks would draw more attention to everyone else.

Critically discuss the marketing strategies employed by the organiser

Sentosa employed the 8 'P's' in events marketing with success, in order to execute such an awesome attraction.

The product which is the show Songs of the Sea has a standard quality as it is monitored by the organiser and attaining pretigious awards to prove its standards. The place is strategically located at a prominent area whereby it is easily accessible by the transports within the island. Also, allowing the visitors identify the place since it is by the sea.

The partnerships would include the Sentosa Development Corporation and Singapore Tourism Board. It enable the prices to vary depending on the packages taken. For example, the Islander card given by Sentosa would entitle them to a certain percentage of discounts. The promotions would include information on Sentosa's website, media adertising, brochures placed in the island, as well as banners or posters on Singapore's island. This way, interested parties are able to attain information conveniently.

The programming includes having a souvenir shop and food counter incorporation the animated characters of the show. The people include friendly staff holdng torches to guide the visitors as well as interaction between the performers and audiences during the entire show. The packaging and distribution includes several locations selling the tickets. The price for the show would be considered reasonable and economical, as it is one-price for all, for a remarkable experience.

How would you rate the organisation of the event? Why?

I would rate the organisation of the attraction that overall it is really successful. Even though it is a nightly affair, no matter weekdays or weekends, the show are always fully-seated. The way that this attraction could be so successful would be the unique and enticing effects.

Discuss the potential of the event by the organiser to meet tourist demand.

This attraction can be categorised under a hallmark event, since it is a recurring nightly event with a limited duration everyday. Also, it maximises its area as the shows are always full. Tourists would always be able to catch the show as tickets are conveniently sold at different locations.

The attraction would definitely prolong the stay of the tourists within the island, which also means allowing them to visit other attractions at the same time. In this way, the tourist demand would be met by Sentosa.

Suggest how the value of the event could be raised to be align with the tourism mission of Singapore?

Although the attraction is already an award-winning one, the main tourists who visits are usually asians. I believe the attraction could be further promoted alongside the developments of Sentosa in the next couple of years. This way, more tourists would be attracted to the island as well as the attraction.

With an increasing growth in visitors to the island, it would definitely align with the tourism mission of Singapore to meet its target of 10.2 million visitors.

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REFERENCES

Songs of the Sea:

http://www.sentosa.com.sg/explore_sentosa/attractions/songs_of_the_sea.html
http://www.sentosa.com.sg/about_us/press_releases/press_release_details.asp?id=120

Sentosa:

http://www.sentosa.com.sg/corporate/index.html
http://www.sentosa.com.sg/about_us/sentosa_island/index.html

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