You just walked out of one of my dreams

~~Friday, June 27, 2008~~

1:46 AM

Songs of the Sea

It has been my dream to watch Songs of the Sea since the opening last year. So, sinceindividual project is required to observe any events, this would be my choice.

Song of the Sea is a story about Li, a young man who is gifted with a charming voice and while singing by the sea with his friends, he is stunned by the sudden vision of a beautiful sleeping girl, Princess Ami. Guided by a group of mischievous Sea Creatures, Li learns that she’s under the spell of an enchanted village. Therefore, they have to sing a song and with the help of the Sea Creatures, they manage to break the spell.

Watched this event with a friend on Saturday, 21st June 2008 and we were given the 8.40pm time-slot due to the full seats for the earlier slot.

2 time-slots: 7.40pm and 8.40pm. Venue: Beach Station. This is a daily show as part of entertainment at Sentosa.

We were welcomed with a few casts who started the event with some songs followed by the storyline. I was really amazed with the different technological elements that they used such as a stellar combination of technology, imaging and live characters. Lights, lasers, fire effects and water jets was also used to create a stunning visual feast together with striking computer images projected on giant water screens.

What makes me feel not regretful watching it is the 40m high giant water screen flanked by two slightly smaller water screens, 69 water jets reaching as high as 40m, flames leaping up to 20m and lasers using the latest diode technology. This show lasted for 25 minutes.

Background of the organizer

Sentosa is Singapore's premier island resort getaway with multi-faceted appeal, teeming with events all year round. It offers a variety of experiences for all ages; therefore, Sentosa is a must-visit destination for tourists and a popular recreational playground for local residents.

It has a 3.2-kilometre stretch of white sand beach, and is the only location in Singapore that offer beachfront accommodation and over 670 hotel rooms with complete facilities.

Role of events to the organizer

With the event as part of entertainment in Sentosa, it hopes to set a benchmark for entertainment offered and be able to help sustain the momentum of the continual growth in Singapore's tourism industry and bring in more excitement. It also will be a right end to an exciting day on Sentosa, especially for those visiting with their families and a sign to many more attractions that visitors can expect when the Resorts World at Sentosa integrated resort begins operation in 2010.

This nightly music extravaganza is set in the sea off Siloso Beach to allow further strengthens Sentosa’s position as Singapore’s favorite leisure destination which includes a cluster of attractions at Imbiah Lookout, the refurbished Palawan Beach and the newly opened Café del Mar.

Stakeholders in the event

The stakeholders identified would be the organizer who provides the venue, staff-in-charge whose responsibility is to ensure that the event run well, performers who make the show happening and a success one and finally, audiences who attend.

Target market

This show attracted a huge crowd. However, I feel that it is targeted more to children as this is somehow a kid’s show which have been change to a live cast. It also attracts tourists as this is the only world-class nightly product in Singapore currently and therefore nobody would ever want to miss the chance watching it.

Marketing strategies employed by the organiser.

Product

The product is the world-class nightly performance itself which uses good quality and latest technology and with good performers.

Place

Siloso Beach was chosen because it goes well with the atmosphere and furthermore it is an attraction place that tourists will go. Easily accessible with appropriate maps and to make the arrival of visitors a pleasurable experience and, thus, create a positive first impression.

Partnership & People

Partner with Yves Pepin, Founder and President of ECA2, a company recognized as one of the most experienced international teams for conception, creation and production of multimedia shows.

The people are the staffs whose service delivery is up to standard.

Promotion

Internet – A brief description on the storyline, the types of combos that can be purchased to go along with the admission tickets and a quick fact of Song of the Sea.

Banners – It is displayed beside ticketing counter at VivoCity to promote awareness of the event. This is how I first get to know about it.

Brochures – Tourists will be taking them to know the kind of events available in Sentosa. By looking through the brochures, it will make them realize the existence of the event, encourage them to attend and get to know the relevant event details.

Programming

Sentosa have different kind of programmes depending on the needs of the target audience and the seasonality. Some of ticketed and some are F.O.C. Usually it is an outdoor events.

Packaging & Distribution

Tickets are sold at Sentosa Station (VivoCity Level 3), Imbiah Ticketing Counter and Beach Station from 9am daily for both shows on a first-come-first-served basis.

Prices

The ticket price for the event is S$8.00 for all. The price increased from $6 to $8 since 1st June 2008 and I feel that this will affect the number of audience attending the show due to the price increase.

Rating the organisation of the event

After watching, I would say that it is well-organized and staffs are well-trained. 30minutes before the event start, the staffs practically shout to the public asking for those who are watching the 8.40pm to start queuing. This is to prevent crowd congestion when entering the amphitheatre. When the queue becomes longer, they asked us to move in as vehicles will drive passed that area. They even put some barriers for safety precaution.

During checking of tickets, they gave us a wide smile and greeted “Welcome” and we feel like as if we are tourists too. Some staffs were position in the amphitheatre to ensure that everyone would have a seat as this is a free sitting and in case there is not enough space, they would kindly ask those who are sitting to move in.

Before the event started, there was an announcement stating that it will start in 15 minutes time and a precaution to those who are sitting in the first few rows that they might be a little bit wet due to the water splash. They also state that there must not be any flash of camera during the whole event. The announcement was not only in English language but also in Chinese language as some tourists might not understand. This goes on for 2 times to remind people to be seated and as event will commence in a few minutes time.

As for the lightings and presentation of the event, it went smoothly. There was no disruption at all.

The potential of the event

Sentosa is a place of attractions for tourists. Hence, the potential for this event is quite high due to the good response. This is due to the full used of marketing strategies to reach the masses and it gives an opportunity for them to experience the first world’s first permanent show set in the sea. This one year old event has been awarded with international and regional awards. In fact, it has its own shop outlet that sells souvenirs. Therefore, because of all that, it has met the tourist demand.

Value of the event

To be align with the tourism mission of Singapore, it is recommended that the organizer would consider having a few more time-slots for the event as 2 slots are not enough as it can only occupy 2500 per show even though Sentosa daily visitors can reach up to hundred thousands. The more the slots are, the greater contribution to Singapore’s economy.