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for tourism events management's
reflection report.


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Jo-an
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Temasek Poly

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- May 2008
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Reflection Report♥
Friday, June 27, 2008
9:08 PM






1. Introduction


1.1 Purpose


This report aims to provide a first hand account of the selected event for the field trip, to identify the type of event and its characteristics, to analyze and make recommendations on the event marketing, to analyze on the event management, and to consider the significance of the event to Singapore’s tourism economy.


1.2 Background


The Adidas Sundown Marathon 2008 was chosen for this assignment. This event is set to be the region’s longest night running race. It is organized by HiVelocity and supported by Adidas as the title sponsor and other supporting companies.

HiVelocity is a sports events company which provides knowledge and consultancy, marketing and distributing of brands and organizing of sports related events.

HiVelocity provides a suite of sports event services:

Event Consultancy
Application of Permits
Race Management
Online Registration and Payment Gateway
Planning of Fringe Activities
E-Marketing
Route Planning
Logistics Planning
Sponsorship Canvasing
Event Website Design and Consultancy
Database Management
Electronic Direct Mailers


1.3 Investigation


Information for the report is based on catalogues from the organizers, interviews with the organizers, observation and the event and company website.


1.4 Scope


The report covers background of HiVelocity, roles of the event to the organizer, the stakeholders, target market, marketing strategies, potential to meet tourist demand and recommendations.


2. Findings


2.1 The Background of The Organiser


HiVelocity was created by a team of energetic and driven people who live in the Sports realm. They market and distribute top international sporting brands for performance sports. They also specialize in sports event marketing and management.


HiVelocity is made of two units - ‘Brand Team’ and ‘Event Team’.

The Brand Team markets and distributes top international sporting brands for performance sports. They don’t just market products, they sell ideas and lifestyles.

The Event Team specializes in sports marketing and sport event management. A lot of our work involves cracking their heads for clients and using their creativity to stretch their client’s dollar to the maximum. A lot of their work also involves them to convince skeptics to allow them to do things, which others are afraid to do.

This synergistic working relationship between both the ‘Brand Team’ and the ‘Event Team’ has given them superpower to inspire, motivate and create a great sporting experience for all.


2.2 The Role of Events to the Organizer


Adidas Sundown Marathon serves as place marketing as it creates positive images to the organizer and the venues the marathon was held, promotes healthy lifestyle whereby runners can have a clear view of the morning sunrise while running the marathon. It also promotes Singapore’s vibrant night life and philosophy of “Singapore Doesn’t Sleep”.

Secondly, it is considered as a tourist attraction by attracting international runners who seek new places and adventures to carry on their passion. It also increases the length of stay as tourists may want to visit the other attractions in Singapore since they are already here.

Thirdly, it serves as an image maker as it creates and enhances the theme that the organizer is trying to bring out and combat negative imagery.

Lastly, it encourages first and repeat visits as Singapore organizes more of such night events and marathons.


2.3 Stakeholders of the Event

The media
- Strategic Public Relations Group (SPRG)


The Participants/ Runners
-Local and international runners


The VIP
-MPs, Management of Adidas and management of other supporting companies

The Sponsors of the event
-Adidas, Power Bar, Polar, Ultimate Direction, Oakley, 100 Plus, F&N Ice Mountain



Event Partners
-National Parks, Athlete’s Circle



Partners in Sports
-Singapore Sports Council, Tote Board, Singapore Pools, Milo, SG Runners, Dell, SMU, ELM, Field Gear, Subway, M1, Millenia Walk




Official Printer
-Drummond Printing Pte Ltd


Official Photographer
-Snap Shots


2.4 The Target Market


Below is the list of the targeted markets for the event:

Runners/ Participants aged 18 & above
Corporate Runners
People who are seeking excitement and something new
Investors
The Sponsors
The Media
High Ranking Personnel


2.5 Marketing Strategies Employed by the Organiser


Considering the 8Ps of event marketing, Adidas Sundown Marathon’s product is the satisfaction of running within their targeted timing and having gained experience through the very first night race in Singapore. The event places its location wisely along the easts coasts of Singapore with nice views for the runners which helped to attract nature lovers.

Partnerships with various sports and health related organizations enabled the event to show its significance clearly. And being small organization, HiVelocity depends heavily on partnerships and possibly incentives for volunteers. The marathon provides a series of programmes in the form of different race categories to cater to the different groups of athletes.

The people involved in HiVelocity’s marketing include experienced and professional event runners, volunteers and the media. Price is HiVelocity’s key advantage in reaching its target income as each runner has to pay an amount of registration fee in order to participate. However, travel and opportunity cost still affect its marketing. HiVelocity promotes the event through the Internet at its official website and on banners at every lamp-posts along Singapore’s roads.

To make marketing more effective, the organizer can advertise the event through other media channels such as television and radio which are more likely to reach out to the target markets. HiVelocity can produce interesting commercial advertisements to better catch attention. It can also improve its distribution by extending its advertising to the radio, print media and word of mouth.


2.6 The Organisation of the Event


Rating: 9/10

The event is very well organized. The traffic, logistics, weather and venue were well planned and carried out on the event day. The event also had very good press coverage.

Adidas would definitely like to sponsor the event for the next three years, and more if possible.


2.7 Potential of the Event by the Organiser to Meet Tourist Demand


The event definitely has potential in promoting tourism as it is generating the philosophy of “Singapore Doesn’t Sleep”. Singapore promotes night life and events. Sports Tourism is becoming more popular and this event will be one of the highlights now and in the future.

Adidas is an internationally recognized sports brand and is reputable. Being the title sponsor for this event, runners from all around the world, including Singapore will be more willing to join the event.

3. Conclusion


3.1 Value of the Event Aligning with the Tourism Mission of Singapore


A unique event will definitely attract tourist to Singapore. As this is the first ever night marathon held, runners from around the world had traveled to Singapore to participant in this event.

With the event becoming more popular in the future, more participants/ friends of current runners will join. By coming to the event, participants need accommodation and F&B will be needed. This will not only increase tourism rates, but will generate revenue for Singapore as well.

With the popularity, night marathons will be held in more countries in the near future. Having the potential to meet the tourist’s demand and adding on improvements to the event will ensure that it will attract more tourists and participants from all around the world.


References



http://www.sundownmarathon.com/

http://www.hivelocity.com.sg/

Catalogues given by the organizers



Appendices



Sign board at the Entrance


Tents of Sponsors and Partners








Spectators at the Finishing Line






Route Map




Volunteers at the Finishing Line



MPs and Managing Director of Adidas (Singapore and Malaysia)



Jo-an says




Thursday, May 29, 2008
1:24 AM

Hello!

This is Jo-an!

and this is my tourism events management blog!

okay bye.

Jo-an says