BEERFEST ASIA 2009
Introduction
Beerfest Asia is an event where they showcase a variety of beers from all over the world like Chile, Mexico, the USA and Germany. On top of that, we also have Asian beers from Indonesia, Thailand, Singapore etc. It was held from the 29th April to 3rd May 2009.
It is similar to Oktoberfest, which is a sixteen-day festival held each year in Munich. It is one of the most famous events in Germany and world’s largest fair with approximately 6 million people attending the event yearly.
Marketing Strategy
Product
The main product of the Beerfest Asia are the beers. We are able to sample and taste beers from exotic countries like Chile, Mexico and Switzerland to traditional brewing nations such as Belgium, the USA and Germany. As well as beers from the local breweries.
Other than the beer, they also have traditional German food and amusement rides.
Place
Beerfest Asia was held at Singapore Flyer, which is easily accessible as it is located at the central of Singapore. They have a main marquee. I feel that the whole setup of the Beerfest was relatively bare and my first impression of it when I first entered the event ground was that it seemed undone and I did not feel that it was a festival. After the entrance, there was a huge area which was left their empty which I feel that they could have made use of the empty spaces. The booths for the food were really small and cramped, furthermore many people were purchasing the food, and the small little area definitely was not sufficient.
There were seats in the main marquee and outside, which were free seating. During my whole time there, the seats were all taken up. Most people were just walking around with their cup of beer and some finger food.
the huge area, in between the food and marquee, which was left empty
outside the marquee
As for the Oktoberfest, they had 14 tents which all had tables inside each tent. In each and every tent, they have different bands playing different music . There will about 6 million people attending every year. However, most people just carry their drinks around from tent to tent and other available attractions, hence, they do not need seat
Programming
The main programme for Beerfest Asia are the live bands which made the festival high and lively. They have local bands like 53A, goodfellas and heritage. And international bands like Vertical Horizon and Hell’s Belles from USA. During my night there, it was 53A performing
with Sara Wee, 53A
one guests going "high"!
Other than the live bands, there are also other activities. The Victoria Bitter National Arm Wrestling Championship, pool tables, air hockey, foosball and pinball machines. An alternative for guests who are game for something else instead of just beer and music.
Oktoberfest have a larger scale of entertainment, like amusement parks where they have carousels, wild rides and also carnival games. As mentioned earlier, they also have live bands in each and every tent, playing different music.
People
The people who are involved in the Beerfest include the organizers, event planners, logistics, security guards, ticketing, workers, participating brands, performers and lastly us, the guests. For example, without logistics, the sound systems, staging and marquees are not able to be ready on time. Without the security guards to ensure the safety of the guests, the whole festival would not be able to run smoothly. The performers had also played a role, without them, we are not able to enjoy and soak ourselves in enjoyment with such great music.
the DJs
the music man
performers
bartender of Magners
bar girl of Singha
workers from food booth
F1 grid girl
ticketing
ushers
our burly security guard!
The people who are involved in the Oktoberfest are also similar. No matter how small are the roles of the individuals, they all make up the whole organization, which in turn allow the festival to be a success.
Price
The admission tickets are managed by Bytes ticketing. The prices ranged from S$10-S$78. Other than buying the tickets online, it can also be purchased at the door. At the festival, guests can purchase their Beerfest currency in dominations of S$10 and S$50. Guests can use it to purchase beers from the stores which save a lot of hassle for the bartenders as they do not have to handle cash. However, the Beerfest currency can only be used for the day it was purchased. The prices of the beers varies, as they come in the form of cups and bottles, where prices start from S$3
the Beerfest currency
our entry "wrist" proof
However, admissions to Oktoberfest are free. Guests can purchase their beer tokens, which serves the same purpose as the Beerfest currency. Their beer prices start from S$16.
beer tokens
Packaging
For Beerfest Asia, they have several packages. They have concession prices for tertiary students, NSF, senior citizens and SAFRA members for S$10. Early bird tickets for S$20, at-the-door tickets for S$35 with 15% discount for CitiBank Clear Platinum card members, 10% for any other CitiBank card holders for both of the tickets. There is also a hospitality ticket, selling for S$78, where seats are reserved for you inside the main marquee, Singapore Flyer ride, beer runner service and voucher of S$20 for food and beer. Should we go in a group, there is also a bulk ticket offer, with a minimum order of 50 tickets, we can receive a 20% discount.
As the admissions for the Oktoberfest are free, there is not any packaging. If there are, it is to the discretion of individual stores.
Promotion
In my opinion, I think that Beerfest is not largely promoted. If it was not for my field trip assignment, I am actually not aware of it. For promotions at newspaper or magazines, some readers will not really notice about advertisements. As there are too many advertisements in newspapers and magazines, most people do not pay much attention to them. It was also probably due to the way of promoting the Beerfest was not “loud” enough for most public to get informed of. For people who do not listen to radios, or to Power98FM, they would not know about this event.
But once readers get to know about the Beerfest, they are able to find all the necessary information that they need to know from their official website. The website have extensive information, being very detailed and covers all details. It is a very good promotional tool.
Oktoberfest is well-known, with a rich history and traditions as compared to Beerfest Asia. As they are so well-known, they do not need to do much promotion. However, the official website of the Oktoberfest is not as extensive and informative as Beerfest Asia.
Partnerships
In order for the event to be successful, partnerships are essential. The lists of partnerships for the Beerfest are namely Citibank, Singapore Flyer, TimeOut Singapore, Power98FM, timbre music, FHM, Absolut Vodka etc
As packages are jointly marketed, the prices of the admission tickets are modified. In order to make the packages more attractive, there will be a 15%-20% discount for Citibank card holders.
Best Practices
In my opinion, I feel that the best practices for Beerfest Asia are the prices. As they not only have early bird discounts, they also have concession prices which also caters for students like us. Their prices are relatively reasonable, even though the
tickets prices for 2nd May, when Vertical Horizon is performing are pricier; I feel that it is really worth the money. It is even cheaper than concert tickets, with beer. As we might not have a chance to go Oktoberfest at Germany, we can have it here in Singapore too. They have ticket prices that caters to people of different needs and wants. Some who might not be heavy drinkers, but would just want to soak themselves into the atmosphere and experience.
For Oktoberfest, I feel that their best practices are the entertainments that they provide the guests. Its not only beer and music, guests can enjoy themselves with the amusement parks with thrilling rides, carousels and carnival games. Adults can bring their kids there, without letting the kids feel bored, as there are entertainment which caters to the different age groups. If the guests are not much of a drinker, there are also traditional foods. As they only carry in beers from 6 main local breweries, it is definitely an eye opening experience for foreigners. They can taste Germany’s local wine, their traditional food and etc. Oktoberfest is more all rounded in terms of entertainment as compared to Beerfest.
Stakeholders
Host country – Singapore
Host organisation, Singapore Flyer, Timbre and Ublues Groups.
Host community - Singapore Tourism Board, Singapore Exhibition, Convention Bureau and , Australian Trade Commission
Sponsors – Absolut Vodka, Grand Park, B-yond, NLX event services, DMC music centre, Bio-Air, food&beverage logistics, LOWE, DAS, CSP
Media – FHM, Power98FM, HungryGoWhere.com
Co-workers – People who worked at the event, under the host organisations or participating brands
Participants and Spectators – All who attended the festival
Main purpose
The main purpose of Beerfest Asia is to bring beers from all over the world, over 100 kinds,tasting it all under one roof. Not only can we taste so many different types of beers at a reasonable, affordable price with the accompaniment of live entertainment. Beerfest Asia have definitely achieved their main aim as everyone at the festival seemed to be enjoying themselves with their friends and families.
we really enjoyed ourselves!
Tourism Benefits
As the promotions and advertising for Beerfest Asia were not advancing enough, thus not many people are aware of this festival. On top of that, Beerfest is not a very big event where they will attract tourists to come to Singapore just to attend this festival unlike the Singapore F1. So therefore, the amount of people attended were quite little which I felt that Singapore did not gain any benefits from the event as most participants are locals too.
our friends from different parts of the world!
Conclusion
In my opinion, I feel that Beerfest Asia has a great potential of expanding. Organizers and event planners of Beerfest Asia should enhance their promotional tools, and attract more visitors. As their admission fees and prices of beers are relatively cheap, many people would not mind going there to give it a try. When I was there that day, I managed to talk to some foreigners about what did they think about the Beerfest Asia, and if possible compare them with Oktoberfest. Many of them had actually passed comments that they felt that Beerfest Asia is really awesome as it is not as big and jam packed as Oktoberfest. It was more relaxed, and were able to chill out with friends. In addition, they felt that the music was great too. One of the lady, who was a German, preferred Beerfest Asia to her own country’s Oktoberfest as she felt that Beerfest Asia had a better music chart, with the newer and up to date songs.
Beerfest Asia might not be as large scale as Oktoberfest, but we all have our own each and individual’s unique characteristics which I hope it will eventually attract tourists and not just locals.
With all the upcoming events and IRs coming up in 2010, I hope Beerfest Asia would take this opportunity and promote the event more. It would definitely be a very successful and sustainable event.
