Stakeholders

4. Stakeholders

i. Corporate Sector

This would be in relation of the private owners. Companies and corporations might sponsor events in order to promote their goods and services. As for the Singapore Arts Festivals, it is more of organizations such as Victoria Theatre, DBS Arts Centre that will be providing venues for events to be commenced. Not only do they provide venues, but within the venues are some facilities and services that will be provided such as staging, logistics and operations and many more.

ii. Employees

They are the ones that will play a significant role in creating a good experience for the visitors. If the management fails to take care of the employees welfare, the employees might not be able to deliver quality service, and this could directly affect the management’s reputation. This is because visitors have to rely on the employees for guidance and the employees are the ones that have to face with the visitors and assist them to their needs and safety. For example, during the opening event, the act requires to utilize the whole foyer compound of marina barrage, where the casts will go around using this huge praying mantis model that are moving. Therefore, the staffs are required to guide the visitors to move to certain area so that they would not clash with the huge moving praying mantis, in relation to everyone’s safety. Hence, it is important to upkeep the employees’ morale and to always keep them updated about different happenings so that they can continue to give guests wonderful services.

iii. Customers

Customers now tend to find products and services that are at fair and affordable value. They want to buy products that are reliable, durable and of high quality. It is important to meet their expectations and increase their satisfaction, as theyare the most important to any company. They will be the ones that will circulate their experiences be it through words or mouth; therefore it is important to provide customers with consistent services and products. As mentioned above, employees are one of the factors that will help the customers happy and satisfied. Another factor is to ensure advertisements and synopsis for each events and festivals are portrayed accurately so that visitors will know which event are suitable for them and the most affordable that they can get. This is to prevent customers to feel under- satisfied and that the entire event is a disappointment.

iv. Community Sector

The community involves the resident, traders and public authorities such as the ambulance, council, transport etc. The community will benefits from jobs and development of the event. For example, through this event, there will be in need of more part- time workers to help out in certain events that they have. For example, during the opening event in marina barrage, there have to be staffs to be ushers, staffs who have to take care of the traffic flow, more security officers and many more. Therefore, the organizations have to turn to the community to ask for help. There could also be in need of voluntary help from Community Centres (CC), Residential Community, Art Clubs in Singapore (RC) or even schools.

It is also to co-operate with the community and inform them regarding any upcoming events that could affect them indirectly such as events that have to be held in the train stations such as Raffles City MRT station. It is important to inform the public that so that they can be prepared for any inconvenience that they might face later. Local authorities such as transport and the traffic police are required. For example, for the opening event, since the event is held in Marina Barrage where it is quite inaccessible for those who do not have their own transportation, around thirty chartered shuttle bus are available for visitors. Not only that, traffic police is needed to ensure that there will be minimal conflict between the chartered buses and those who owns their own transportation and to minimize congestions. The Marina Barrage authorities are also required to co-operate so that they could have special arrangements for the parking lots. Hence, it is important to make the event itself successful but at the same time not disrupting or reduce disruption for the community in order to gain their support.


v. Media

There have been an increasing number of people that are turning to the media for information and latest updates. They are also getting more IT savvy and the instant electronic transmission of media images and data are getting more fast and efficient technology provider. Media interests are likely to continue to grow as their ability to provide community credibility to attract commercial sponsors is specialized. It is important for organizations to make the media as their potential partners, as media has a lot of great things to offer. Through this, it will increase the event profile as well as provide value in return for the media as well as the main organization. The print media might want to publish programmes as well as special packages and promotions that will attract the public. As for the television media, they will be able to provide sneak peak of certain events as well as news of popular event shows such as the opening of arts festival, Sutra, featuring monks from China’s Shaolin Temple and the closing ceremony. The Internet also plays a role as visitors will get more information from there such as videos, internet magazine (e-mag) and also the official website itself.

vi. Sponsors

Large companies are now seeing that investing into events are one of the successful for their marketing mix. However, they will choose events that they believe will give them huge returns and events organisations that they have strong, lasting relationship with. This is because a successful major event has the ability to increase brand awareness and driving sales. They also provide additional resources during the events to support their sponsorship. Therefore, Singapore Arts Festival, is one if the example of a successful event whereby sponsors would not be disappointed. One of their sponsors is none other than Coca Cola that is their official sparking beverage sponsors. This is seen during the opening ceremony that is held in Marina Barrage where visitors are entitled to free bottled coke drinks at their nearby counter.





vii. Government Sector

There are a few reasons behind why government create events. This includes social, cultural, tourism and economic benefits that the government will get through these events. For Singapore Arts Festivals, it is supported and created by the National Arts Council where they are supporting this event to enhance and support the cultural liveliness of Singapore. The government will be the ones funding the festivals so that the public could enjoy it. From this festivals, it will indeed involves more than one government bodies besides the National Arts Council such as Singapore Tourism Board, whereby they will be responsible in promoting these festivals oversees.