Events Management

1. Introduction

Lunchbox – was a chain of programmes featuring local and locally-based new artists to the public. Though, there were merely 3 free lunchtime concerts offered – which spread from the period of April 29th to June 24th – the diversities they brought ensured that there was something for everyone.

The various events were namely;

Lunch with Wong Kar Wai by re: mix;
Pop Unplugged by Hiphop Acoustic Groove Trio;
On The Road by Tay Kewei

Despite the fact that these are probably a homely affair – which could even be described as undersized as compared to major international concerts – the turnout of crowds was surprisingly positive. Supporting audiences filled almost every seats of the lower level for all three events in the 1,600-seat Concert Hall.

Précising each concert; -
April 29th – Lunch with Wong Kar Wai was an instrumental performance in an attempt to portray a story. Through a futuristic train trip, a whispered secret, a hotel room number… the famed sci-fi thriller 2046 by Hong Kong film-maker Wong Kar Wai was drenched in moody hues, rife with emblematic shots, steeped in allusion. The orchestra – re: mix – seek to trigger memories of scenes, moods, or gestures in the film by exploring its soundtrack. Songs played were, namely, Quizas Quizas Quizas, Mona Lisa, Aquellos Ojosverdas, Adagio by Secret Garden, Yumeiji’s Theme and Angkor Wat.

May 27th – Rai from EIC, Sara from 53A and a top local beatboxer Charles starred Pop Unplugged. Identified as the Hiphop Acoustic Groove Trio, they stripped down popular chartbusters and work them with an acoustic flavour. With such unique twist, the performance was undeniably yummy..indeed!

June 24th – Tay Kewei – backup vocalist to Chinese music superstars like David Tao, JJ Lin Junjie and Zhang Hui Mei (A*Mei) is currently doing her world tour. With a versatile but distinctive voice that goes from jazz to R&B, soul and pop with ease, she delivered her favourite songs from the road.

2. The Organizer

This event was proudly organized by Esplanade, another programme brought by Esplanade Presents.

Chaired by Mr. Benson Puah, Esplanade – Theatres on the Bay – is an architectural icon with its distinctive twin shells. It is one of the world's busiest arts centres, aiming to be a performing arts centre specially catering to its diverse audiences; encompassing all genres of music, dance, theatre and visual arts, with a special emphasis on Asian culture.

The event team of Lunchbox series is committed to developing local and locally-based musicians by providing opportunities for them to perform at a large venue for a broader range of audience. This enthusiasm is coupled with the passion to serve as a place where audiences can find respite over lunch hours, get a foremost introduction of the new talents, as well as enjoy the melodious performances by them.

3. Role of Event to Organizer

Lunchbox series served as an outlet in gaining public acknowledgements of new local flairs and uphold the venue’s repute of its effort in promoting arts.

3.1 Place Marketing

Out to Lunchbox – though a simple 30 minutes feat, it had attracted a positive turnout of crowds for all three performances. By bringing such a warm and personal experience to the audience, it, undeniably, will have created positive images to both the local and foreign audiences.

These free concerts over lunch hours could have been a relaxation channel to some, thus, quality of life would be enhanced. Singapore Esplanade is constantly at the edge of generating wellbeing of audiences and gaining revenues from foreigners through future investments, and I believed these events will have definitely added on to its heightened boost.

3.2 Tourist Attraction

Why is Singapore making such great effort in promoting Arts of all genres in Esplanade? The answer is simple: from the tourism perspective, this could attract and retain quality tourists, spread demands, and increase visitors spending and length of stay. But excelling in this trick does not only take major international standards events to achieve that. Tourists will be much interested to learn more about local cultures and talents, thus, Out to Lunchbox would have given them the opportunities to enjoy some local flavours from music artistes.

3.3 Image Maker

Lunchbox series seek to allow local and locally-based talents to make distinctive break through by enhancing its themes with fascinating choice of performances. This would have encouraged and enticed the interest of both potential talents and the public. It, therefore, would help create opportunities for the possibility of expanding this event into a major one, as more artistes come together to achieve this remarkable objective. With this, Esplanade will be deemed as an ideal destination for such future performances.

3.4 Catalyst & Animator

Having to penetrate into the aim of moulding new talents, this step taken would help stimulate business and trades as foreigners invest in Singapore. This, not only would benefit Esplanade itself, but generate more revenue for the country as a whole when large pool of money is invested. Also, having to generate such a positive turnout in the successful performances, Esplanade has definitely won over many audiences for future returns to attend other concerts.

3.5 Sense of Awareness

This event was to enhance social, fun and entertainment value. As such, with the effort in introducing the new talents to the people, it engendered pride in the community and strengthened a sense of belonging in the newbie-s. In addition, it exposed audiences to new ideas and experiences, thus encouraging participations in such activities. All these benefits could be coupled with the potential of promoting this to be a hallmark event, which would attract a large number of visitors to the community.

4. The Stakeholders

4.1 The Organizer

The event was brought to us by Esplanade Presents.

4.2 Staff (Internal Stakeholders)

Staffs played a critical role in the entire operations of the events; in executing plans and carrying out frontline functions. This may include, ushering audiences to the respective seating areas, providing useful information and ensuring rules (E.g. no photo taking in the concert hall at all time) are observed strictly, etc. Deemed as valuable assets to the event, organizers must be able to motivate and challenge their abilities in performing the tasks, so that self-achievement and satisfaction could be met.

4.3 Esplanade Partners & Sponsors

Being identified with Esplanade's image, values and messages to its various communities and stakeholders, partners and sponsors has provided critical assets in terms of time, effort and money. They include the following:

Esplanade Partners:

4.4 Audiences

Audiences, as the “consumers”, played a critical role in determining the level of success of the event. Thus, it is important for the event team to be able to deliver their core messages, and at the same time, provide an entertaining and memorable experience in the mere 30 minutes performances.

4.5 Media

The media disseminate news and information about the event, and create awareness of such efforts to general public. Personal experiences of each performer were recounted at the end of each performance.

5. Target Market

5.1 Local Arts Enthusiasts

Arts Aficionados alert! According to my interview with the emcee during the last Lunchbox performance, there are a number of loyal audiences who would frequently attend the various programmes lined up every week by Esplanade Presents team. Thus, in rewarding their continuous supports and passion for Arts, all these arts enthusiasts was not left out at all.

5.2 Tourists

Esplanade is one of the most popular tourism sites in Singapore. In appreciating the unique architectural structure of the two circular spikes, tourists who happened to chanced upon the area would be drawn to what might enhance their experiences at the art centre with a punch of local taste. Music, known never to be one’s poison, would definitely bring forth a wondrous experience to the foreigners.

5.3 Family Members & Friends

People who have moulded the lives of the performers will definitely be present as supporting figures on this big day. Thus, they would probably form a large percentage of the audience targeted by the organizers.

6. Marketing Strategies and Recommendations

The organizer managed to fulfill most of the 8 “P’s” of Product, Place, Price, People, Partnerships, Promotion and Programming

Product: The product was to deliver a respite over lunch hours for people to enjoy music from local and locally-based talents, with a unique personal twist added to it.
Place: The event was held at Esplanade’s concert hall.
Price: The programmes for the event were free of charge.
People: The people involved were staffs responsible to usher audiences and execute duties appropriately.
Partnerships: Nokia and Visa mastercards are the main partners.
Promotion: The organizers made us of many types of collateral to market the event, such as, banners, brochures and online mediums. Also, information could be sent to the mobile phones from the hotline given.
Programming: Most of the performers’ favorite songs were lined-up on the agenda of the event.

7. Rating the Organization

I would rate the event a score of 8 out of the scale of 10. Though it was a simple affair, the passion and effort put in were immense and well-delivered. Performers were very appreciative to the organizers for giving them such valuable opportunity to perform in Singapore’s well-known Arts hub, which add a pinch which warmed the hearts of many audiences. With an altering miscellany of performances, the Lunchbox series is catered to everyone. Also, the staffs were friendly, knowledgeable and well-organized, ensuring the success of the event. With such wondrous music experience presented and quality service to boot, it definitely is worth making a second-round.

8. Meeting Singapore's Tourism Mission

The Esplanade, itself, is one of the tourists’ hot spots in Singapore. Tourism, being the key driver of economic growth for Singapore, has always sought to provide well-rounded experiences in various aspects. Promoting arts – in this case – could attract quality tourists. Having these home-based free performances, Esplanade could partner with various tourism agencies and set out one of its performances in the tour itineraries. STB's goal in creating “exciting and innovative experiences” for the visitors, could thus, be achieved as tourists now have spoilt-for-choices ventures to explore. Bringing this home-based Lunchbox series to the crowd would definitely etch an impression of Singapore as a unique and compelling destination in the minds on both local and tourists.

9. Conclusion

To conclude, there has been increasing emphasis in events ranging from arts, musicals, sports, entertainment etc. Major corporations have taken notice to this as well, with more local and international corporations supporting events in the form of sponsorships. I feel that factors such as more disposable income, advertising, increase in leisure time and education have contributed to the growth of events in Singapore.

In addition, I personally feel that this experience has been enriching as I appreciate the effort put into setting up an event and also the concept behind the arts and performance scene in Singapore.

10. Appendices

The following are some visual feasts: