Beerfest Asia 2009!

Beer Festival Asia 2009

Beer festival Asia was a blast! This 5 days – or rather 5 nights event, fulfilled the many young dreams of youngsters who have just turned 18 and beer enthusiasts throughout Singapore. Ranging from Ireland’s Magners cider to Thailand’s Singha bee, Beer festival Asia has an outstanding arsenal of over 100 types of beer available for purchase and sampling. Accompanied by the live bands playing, Beerfest Asia 2009 was the event of the evening.


Oktoberfest in Munich
Speak the word “Oktoberfest”, and you will have many people linking it with mugs after mugs of beer, roast pork, pork knuckle, German sausages and giant beer mugs. For many, the world famous “Oktoberfest” is known to be held and originated in Munich, Germany. In the year 1810, the first “Oktoberfest” was held in the form of a horse race in commemoration of the Bavarian Crown Prince Ludwig's marriage to Princess Therese von Sachsen-Hildburghausen in the month of October. Well, hence the name of the festival, “Oktoberfest”.
Other than the famous beer guzzling antics, “Oktoberfest” has a few main event highlights such as the Oktoberfest Costume Parade and the Rifleman Parade. The Parade of Oktoberfest Landlords and Breweries, Official Tapping of the Keg, Oktoberfest Mass are some of the few important events not to be missed. With an annual attendance of about 6 million patrons, “Oktoberfest” is the world largest beer festival by far. It has also spawned numerous of such celebrations around the world.
“Oktoberfest” also provides visitors with a variety of thrill rides on site. Despite that, this “Oktoberfest” event does bring out the German, Bavarian local culture, providing this event with a smack of uniqueness from the others.


8 ‘P’s’



- Place
Being held in Theresienwiese, the 42 hectare piece of land is dedicated to being used as the main site for hosting the “Oktoberfest”. 14 big tents, 16 smaller tents, 3 medical stations, a parking place, 1 official souvenir stand and what seems to be a baggage counter is on site. Attractions such as the Bavaria statue are within the vicinity. Do not even think of those A-tents with white tops or marquees when discussing “Oktoberfest”. Tents there are actual buildings and inns at Theresienwiese and they are HUGE. All tents provide a homely and exciting atmosphere due to the decorations both interior and exterior. Resources such as power and water supply can be presumed to be available to vendors in the form of power generators, mineral water and water tanks. 1,800 toilets and urinals are available to all on site visitors. Being a beer festival, beers can be found nearly everywhere within the 42 hectare plot of land. It even has a subway station to it.
Beerfest Asia 2009 was being held on the F1 tracks next to the Singapore flyer, facing the Marina Barrage. There was 1 main marquee with the beers in stock, around 4 small tents selling food, 1 stage, 1 sports bar and nearly 12 portable toilets. The whole site was fenced up with bouncers and security personals guarding the entrance and exit. A medical tent was found behind the offices, rendering it hard to spot. 2 big outdoor LCD screens were placed near the food stalls, showcasing the flow of the event inside the marquee. The tents lacked any attractive decorations which brought down the atmosphere of a festival. However, the live bands and the bustling of visitors in the marquee made it the event for the night. Power generators were spotted and water supply didn’t seem to be present as no one was sited requesting water. Despite that, I presume water is being supplied as mineral water and via water tanks as well. Before I forget, each event had a currency exchange booth as well.


- Product
”Oktoberfest” offers locally brewed beers, local delights, a wide variety of rides, music from brass bands. If that’s not enough, the “Oktoberfest” website, http://www.oktoberfest.de/en/, offers an “Oktoberfest” dictionary for visitors to better communicate with the locals. Other than that, the website also provides recommendation for accommodation, general information of the “Oktoberfest” and how to arrive at the location.
Back to Singapore. Beerfest Asia 2009 provided almost everything similar to the “Oktoberfest”. Only differences would be the beers were of international brandings, live bands and DJs were invited. Instead of a wide variety of rides, an F1 grand prix stimulator and games corner along with free shuttle services were also provided.


- Promotion
The “Oktoberfest” is being advertised online, and more often than not by word of mouth. Advertising could be done within the European region as it was unheard of an “Oktoberfest” advertisement here in Singapore. Public relations have also been done as celebrities, mostly Europeans, visit the “Oktoberfest”. Without exception, journalist and newsmen would be there as well. The local radio host is also present in the festival. Pictures of the tents and their products have been presented on the website along with the description of parades and rides. Even souvenirs bear the brand of the “Oktoberfest” and the Bavarian coat of arms, making them excellent forms of advertisements. Furthermore when we talk about Germany, many people associate Germany with good beer, leading to the “Oktoberfest”. Munich Tourism Office also promotes “Oktoberfest” on its website.
In the case of Beerfest Asia 2009, It was advertised online via Uniquely Singapore/STB website. Subscription of newsletter and information is also available. It was also on magazines such as FHM, TimeOut and on the air via radio station power 98 FM. Amazingly, it was also ”advertised” on a field trip assignment for students belonging to TAS. Interesting is the word.


- Partnerships
”Oktoberfest” is in partnership with the Munich Tourist Office, the local community, reise.de (accommodation), Munich Public Transport. Recommendation of accommodations and transportation are being promoted by the “Oktoberfest” website. The Munich Tourist Office helps to promote and provide information on the “Oktoberfest” itself, while the local community provide the beer, entertainment and food during the festival.
Going back to Beer festival Asia. Some of Beerfest Asia 2009’s partners Citibank being the, Absolute Vodka, Singapore Flyer, FHM, Power98, live bands, STOMP, Singapore Tourism Board, the local community. Most of them are in partnership with the beer festival as sponsors, providing financial support and beer products. Entertainment and labour force are provided through the local community and live bands.



- Programming
Other than the main programs which are drinking, eating and a good time, “Oktoberfest” also provides thrill rides, air gun marksmen competition and parades. There are also travel packages for the “Oktoberfest” that provides shuttle services and accommodation that last up to 7 days.
Similarly, Beerfest Asia 2009 offered the same main programs. However, live bands and DJs being deployed to entertain visitors and a never ending basis packed quite the punch especially on the night of 2nd April. The band 53A was the bomb! Many would readily agree with me on that. I guarantee it. A program list was also provided in a booklet given to visitors, stating the different timing of the events and gigs performed by the live bands. Singapore’s first ever arm wrestling championship was held during the beer festival as well. Despite being a small event, Beerfest Asia 2009’s programs did pack a punch.

- People
The people for both events are almost similar. Both have the visitors, employees, employers and even security personal as well. Employees in this case are the local community being hired. International employment such as Eurasians and Thai nationals, were employed to promote Singha beer as waitresses and mascots for Beerfest Asia 2009. Unlike “Oktoberfest” which employs mostly local Bavarian locals. The employers for the “Oktoberfest” and Beerfest Asia 2009 were the inn keepers and the beer promoters respectively.



- Packaging & Distribution
There are travel packages available that provides transportation to the “Oktoberfest” site itself. Other than travel packages, other plans for packaging and distribution were not clear as no tickets are required to enter the site or tents. Purchase is only needed when one gets seated and orders food and beer or rides and souvenirs.
For Beerfest Asia 2009, there only seemed to be ticket package and distributing. Ticket packages include concession tickets for SAFRA members, senior citizens, tertiary students and NSF, priced at $10. Other types of packages are the early bird package, bulk ticket, hospitality and at-the-door. Some of these tickets provide reserved seats in the marquee and a ride in the Singapore Flyer. Tickets are purchased online via Bytes (http://www.bytes.sg/) claimed on site at a ticket booth.


- Price
In the “Oktoberfest”, there are no admission charges. Transactions for the purchase of food and beer are upon ordering. The only packages that are available would be the public transport package where the train tickets come in packages and the travel package that offer accommodations. Souvenirs can be purchased on site or online at the official souvenir stall or the website http://www.wiesn.com/ respectively.
For Beerfest Asia 2009, admission tickets were priced ranging from $10 up to $128, each package offering basic admission to rides in the Singapore Flyer. Merchandises such as beer party hats, blow-up guitars were available for purchase at a souvenir stall.




The Best Practice/s

I believe that the best practice that the “Oktoberfest” had was the ‘Place’ factor. Owing to the great advantage of having such a big land area of 42 hectares, the Theresienwiese which is the site itself, has such a big area capacity that 6 million people can attend the festival. Not only that, the great cultural and traditional atmosphere brought by the “tents”, music, food and the all important beer. Accessibility to the site is made easy all thanks to the public transports within the vicinity such as the train and cabs. Accommodations are also within a stone’s throw distance as well. With all these great advantages, benefits and resources at disposal, I believe that the “Oktoberfest” did best in the practice of ‘Place’.
For the Beerfest Asia 2009, I have to say that the practice of ‘Promotion’ was carried very well, compared to the other practices in my opinion. Reason due was that the beer festival event was advertised through what I deduced to be very well selected marketing tools, such as the FHM magazine and power98 radio station. These marketing tools allowed them to target their chosen market which I belief are the young working adults. However, the appearance of this beer festival in our student field trip choices seemed to be a great way to market their product to youths who are in the tertiary education system. Many of my fellow classmates and I were not very aware of such an event in Singapore, but due to the appearance in a school assignment really did increase our awareness on such an event. Therefore I can say that Beerfest Asia 2009’s best practice was in ‘Promotion’.
Despite that, I believe that ‘Packaging & Distribution’ did nearly as well. Reason being there were a variety of ticket packages to choose from. Each offered a better package for purchase. Even a package that caters to youths who are mainly in the tertiary education was available. However, the only distribution method was through 1 particular website or on site purchase. Ticket collection had to be at the one ticketing booth. The online purchase needs to be done with a credit card and if a minor manages to purchase a ticket but fails to present any identification for his or her age, the ticket would be void. Refund for ticket purchase did not seem to be available, despite the fact that no one was caught for being a minor through my observation. They should also have more distribution channels such as SISTIC.


Stakeholders

- Host Organisation
The host organisation for the “Oktoberfest” is the Munich residents themselves, so says About.com (http://german.about.com/library/blbraeuche_sep.htm). I would have to agree with this one as the whole community of Munich are the main organising body for the festival. Therefore I would like to say that for the “Oktoberfest”, the host organisation is the host community which is the citizens of Munich.
For Beerfest Asia, the host community would be Beerfest Pte Ltd. They were the one in charge of organising and planning the event through.


- Host Community
As mentioned earlier, the host community for the “Oktoberfest” are also the host organisation due to the fact that they are the local community themselves, planning and organising the event together.
The host community for Beerfest Asia 2009 would be the Singaporean community as the event is situated in Singapore.


- Sponsors
The sponsors for “Oktoberfest” would mainly be Munich Tourism Office and the breweries themselves. The sponsors offers both financial and product to the festival.
Sponsors for Beerfest Asia 2009 were plentiful. Some of the main ones would be Citibank, Absolute vodka, Singapore Flyer, BMC musical instruments, FHM, Power98, Singapore Tourism Board. They offer advertisement deals, financial support and equipments for the event.

- Media
The only form of media which was noted for both events was the radio stations. For the “Oktoberfest”, they had the Radio Arabella and for Beerfest Asia 2009 we had Power98. No television media or journalists were sited.


- Participants & Spectators
Both events attracted a huge amount of participants and spectators, especially “Oktoberfest”. Owing to the fact that there is no admission price, spectators are every where and they become participants once they engage in the activities offered on site at the “Oktoberfest”.
Spectators are much lesser for Beerfest Asia 2009 as there is an admission charge. The only spectators would be visitors to the Singapore Flyer as the beer festival was located just behind it.

Reflection

From what I believe, Beerfest Asia 2009 is trying to increase awareness on the different international beers that are uncommon in Singapore and at the same time provide a joyous experience for all participants present. Furthermore, I presumed that this was held in order to attract tourists to Singapore as this event has been promoted via Singapore Tourism Board’s website during the event and the turn up of quite a handful of foreign tourists on site was evident. In all, I would like to say that Beerfest Asia 2009 did a great job in fulfilling their objectives, but there is always room for improvement. For example, the range of marketing tools used could be wider. Other than that, this event did show that Singapore is ready to take on the name “the city that never sleeps” in a few years time.


Tourism Benefits

Singapore can be ready to receive more tourist and visitors who are here to enjoy Beer festival Asia. The presence and existence of Singapore will be further spread globally as these tourists travel to and fro, sharing their experiences they had when visiting Singapore for the beer festival. The hotels industries can benefit as well as tourists visiting Singapore tend to choose hotels as their main accommodation. Local food vendors and retail can benefit too as tourist will have to spend on food and beverage and will engage in shopping activities. Cultural exchange is also possible due to mutual interaction between Singaporeans and tourists. Revenue earned can be received by the government in the form of tax, hence increasing national revenue as well.




Conclusion

From my opinion, Beerfest Asia 2009 was really an eye opener for me and my friends as we were introduced to a wide variety of beers and cocktails that do not exist in our supermarkets. Our conversation with foreign tourists really did increase our cultural knowledge on their home country and we were glad to share our experiences and opinions with them as well. In all, Beerfest Asia 2009 was the event to be at during that period and I will DEFINITELY attend Beerfest Asia 2010! Well maybe, but that’s how much of an impact it has on me.



References
http://www.oktoberfest.de/en/
http://www.beerfestasia.com/index.php?option=com_frontpage&Itemid=1
http://www.muenchen.de/cms/prod2/mde/_en/rubriken/Tourismus/02_Oktoberfest/03_Programme_Opening/program_folder.pdf
http://www.pptravel.com/event.asp?EventID=BF
http://www.beeripedia.com/index.php/Oktoberfest
http://home.earthlink.net/~ggsurplus/oktoberfest.html
http://www.hungrygowhere.com/beerfest2009/
and Beerfest Asia 2009 booklet.