event management in hospitality and tourism

Running Head: Fringe Festival – The largest Art Festival

EVENT MANAGEMENT IN HOSPITALITY AND TOURISM

(In case of Fringe Festival – The largest Art Festival 2014)

INTRODUCTION:

Fringe Festival is known as to be the largest of all the festivals of all time which gives 100%

promotion to the art in spirit which people around the world celebrated. The festival is mostly

organized and managed by the students of colleges and universities two promote educational

forms of art and its opportunities into the career building. (Lark & Aylett, 2006).

The history of fringe festivals runs too close to the heart of theatre and its all variety of

expression. It was first explored in 1947 and it thus became a movement which started off in

1960 and it took a place of the same value for the United States ‘Off- Off-Broadway’ theatres

and Europe’s ‘Free Theatre’ groups. There is a specifically society established which

collaborate in the Edinburg Festival Fringe.

In 1998 a group of lively artist came together and thought it would be excellent idea of fringe

festival to talk place in London. Since the festival has gained a lot of attention in the whole

world, the event also takes place yearly in Singapore. The fringe festival is quite popular

among the masses in Singapore who actively participate in this festival in order to promote

harmony and goodwill through art and craft. The festival is organized by The Necessary

Stage which is also a non-profit theatre charity in Singapore is widely known for its

contributions towards arts and crafts in Singapore and in other parts of the world (Lark &

Aylett, 2006).The main focus of the foundation is to promote the art presentable to the

society where everyone can appreciate as much as be comfortable with it letting the

independent artist prosper onto their creativity. It allows the participants to portray the subject

from their different point of view as they are fully authorized to express them in artistic

manner. It became a nonprofit charitable organization in 1999 and premiered first London

fringe festival in 2000. (London fringe, 2015)

Objectives: the main objectives of this report are:

To analyze the planning of Fringe Festival Singapore.

To analyzing complexities and risk management of Fringe Festival Singapore.

To analyze the environmental scanning and Servequal nodelof Fringe Festival Singapore.

Muhammad Ali Mooni CTH No. 77598 Managing events for Hospitality and Tourism A5036112

Fringe Festival – The largest Art Festival 1

PLANNING OF AN EVENT:

The process of planning any event includes the process of managing any event such

ceremony, tradeshow, business meeting, party, concert, or event a visit. It includes budgeting,

establishing timelines, developing a theme, arranging for activities, selecting and reserving

the event sites and developing contingency plans. (Institute of event management, 2014)

This report is solely going to explain the main idea behind starting up Fringe festival the pros

and cons of how to initiate a program of this criteria, the planning and execution of the idea

proposed in such a mega event this event combines all the people around the globe to one

single interest of art lovers where the explore new dimension of arts its self.

Main Idea or proposal: As compared to other festivals, The Edinburg’s Festival Fringe

commends the way that the society should now be reviewing of the Fringe program. That

implies with the fact that the society doesn’t have no aesthetic director and that the program

is formed by extremely opening and vision of the entertainers who are quite eager to

showcase their work in the Festival Fringe. Since this festival is reasonably huge in terms of

popularity and the work they carry throughout the world, The Edinburg’s Festival Fringe

Society has a strong board of directors who carefully monitor each and every aspect of the

festival in a professional manner through the work the workers performed yearly ensuring

that each and every work is properly done in order to make the festival more famous which is

organized yearly in January..

Aim of the event: The policy of Edinburg’s Festival Fringe is that no single person or any

sort of committee ascertains who or who can’t perform at the Festival Fringe. Constituted in

1958 to validate the vicinity of more and more entertainers who came to Edinburgh despite of

not been incorporated in the project of the Edinburgh International Festival, upon its creation

the society tackled the part of providing necessary assistance to artists, bring out the Fringe

program and making a central box office. In the year 1969, the Society was integrated as a

limited company and its constitution was later published (Lark & Aylett, 2006).


The basic aims and purpose of Fringe festival in Singapore is to promote theatre, art which is

not so common in the country. The Necessary Stage has been a major contributor in

promoting arts through cultural norms and traditions. Apart from that, the festival aims to

bring out the best theatre artists from the whole world to come and participate in the Fringe

Festival of Singapore to showcase their work in Singapore which will not only give attention

to the festival among the masses but also to the artists who visited Singapore to showcase

their talent. The basic purpose of this event is also to attract more and more people in theatre

and visual art.

Implementation Requirements: Since the festival is to promote arts and culture, Fringe

Festival focuses on theatre performances through music, dance and visual art. Since the

festival is organized by The Necessary Stage which is a non-profit theatre charity company in

Singapore, the main aim of the festival is to promote theatre in the country. Hence, the

festival focuses on theatre performances from a wide range of artists from different countries

coming especially to Singapore to project their work to the people, which will only promote

visual art through dance, music and drama.

Plan for Implementation: The Fringe Festival of Singapore is very carefully organized by

an efficient team members who work day and night to ensure that the festival is reaching

heights of success. The success of the Fringe Festival in Singapore is no doubt reaching a

new level every year and the number of spectators is getting increased since the company

spends a lot of money on its sponsorships and marketing and promotion. Such strong

marketing and promotional activities have made the event even bigger than expectations

gaining worldwide popularity (Lewin, 1981).

Pricing is not an important factor since the event focuses on the theory of for the people, by

the people. The pricing factor may not be that competent since the event is all about

promoting theatre, therefore the price of entering into the festival is 19 Singaporean Dollars.

Venue and Site : The site survey is usually handled by the team who work tirelessly to bring

positive change into the festival. The harmony of this festival is heavily depended up on

people’s availability for the project. Therefore, the sites are carefully chosen and monitored

according to the people’s needs carefully nothing all the aspects of transportations.The events

are generally held in different places. According to the M1 Singapore Fringe Festival, the

venues were:


Esplanade Theatres Bay

National Museum of Singapore

ION Orchard’s ION Art Gallery

The Substation

Sponsorship & Marketing: : For an association's data innovation, foundation administration

(IM) is the administration of fundamental operation parts, for example, arrangements, forms,

supplies, information, human assets, and outer contacts, sponsorship of the M1 Singapore

Fringe Festival provides an incredible chance to partner the organization's name, logo and

brand with one of the quickest developers, prominent and foreseen expression occasions

year-round.

Sponsorship of human expressions is as a rule viewed as a superb venture and helpful

showcasing and limited time device for organizations quick to secure themselves as business

substances that can help social prosperity. Here at the M1 Singapore Fringe Festival, the team

has an intense faith in creating the Fringe as an innovative focus that supports development,

talk and positive engagement. Amid the 12-day long celebration, patrons and accomplices

impart and take an interest in this festival of inventiveness and association with the group. In

the last release of the Fringe, the celebration's 24 ticketed shows connected with a record-

breaking 3,595 gathering of people parts, filling 81% of the aggregate limit in the theaters.

The management contacted significantly more individuals through a mixture of occasions.

The staff at the M1 Fringe Festival plan to achieve the same number of audience - if not more

-for all future versions of the Fringe (Lewin, 1981).

With a specific end goal to do in this way, aside from having an exciting line-up for the

projects, the M1 Singapore Fringe Festival additionally runs an energizing, socially-

captivating and very noticeable showcasing and interchanges battle from around October to

January every year. The M1 Fringe Festival’s far reaching, across the country media relations

fight goes as one with the exhaustive and profoundly unmistakable advertising drive which

frequently includes: overall adequacy.

Selection process for participants: The site is normally designed according to the needs of

the theatre play because almost all of the events are held in different art and cultural centers.

The set is normally designed by volunteers who work into each and every aspect of the

festival which lasts up to 10 days. These volunteers are dedicated and considered to be the

heart and soul of the festival. Each and every volunteer is assigned with heavy and difficult


task. Therefore, the set is normally designed according to the play, while the props are

arranged by the volunteers as well (Moffat, 1978).

Utilities and Equipments: The operational support tools for the M1 Fringe Festivals vary by

carefully looking at each and every aspect of the festival. The operational supporting tools of

the M1 Fringe Festival are being customer care services and information and management

services which carefully cater the needs of the participants and the people who are willing to

participate and visit the fringe festival. These services are fully equipped with all the

necessary knowledge which is required by the participants or by the visitors for the festival.

These tools are quite active and reply very promptly to any queries troubling the participants

or the visitors to the M1 Fringe Festival.

Approvals and Budget: In order for the M1 Singapore Fringe Festival to create and present a

huge, empowering and captivating works, The Necessary Stage which is regarded as the

Festival coordinator and all the artists and staff and volunteers included depend on people’s

charity. (Moffat, 1978).

Participant’s registration: The M1 Singapore Fringe Festival is an energizing festival, which

is complete and covers a large scope of fine arts, and is one of the few festivals in Singapore

with a solid cultural character. Also, they get to rub shoulders with individual craftsmen,

promoters and chiefs from everywhere throughout the world. This ought to present itself as a

radiant systems administration opportunity, and also a space for talk and investigations into

future coordinated effort (Lark & Aylett, 2006).

Audio and Visual Displays : To participate in the M1 Singapore Fringe Festival, participants

have to consider, above all else, if their required work is significant to the topic for the

Fringe. The Necessary Stage pastors, one Fringe focused around a particular subject, keeping

in mind the elucidation of the subject may be wise, it is basic that the participants work

addresses a part of the topic however much as could reasonably be expected. In the event that

participants may consider their work to be suitable for the subject, they’re asked to download

the application structure, which can be found on the official website of the M1 Fringe

Festival Singapore.


The staff at the Festival get a lot of applications before the period, so the management would

admire it in the event that if participants could send in a complete application, with all the

necessary records, CD/VHS/ Vcds/Dvds, press units and photos included in it. A softness

duplicate of the participant's application is additionally being massaged to the management

and directions are expressed clearly in the form (Lark & Aylett, 2006).

The Necessary Stage carefully monitors all the applications that come in, and the stage’s

curatorial group then dedicates a couple of months to scrutinize each and every application

and applicable media. Then they organize all the gatherings to shortlist candidates, in view of

the quality of their work and pertinence to the subject. When the shortlist has been contracted

down, The Necessary Stage will educate all candidates of the results. The chosen candidates

will then need to give more data relating to their subsidizing status, accessibility, specialized

prerequisites, etcetera.

Data and Telecom services The infrastructure management services provided to the M1

Fringe Festival Singapore are web development, user training, e-commerce, ongoing support,

user training etcetera. Infrastructure Management which was formerly known as Information

Technology is regarded as the set of IT services management, which gives attention to

positioning Information Technology services to the needs of the business.

Staffing and Security - Organizational Structure : .

Artistic directors

Festival Manager

Community Excutive

Multimedia and Sound Technician

IR Executive

Production Co-ordinators

Events Excutive

Visual Arts Co-ordinator

Lighting Co-ordinator

Volunteer and Interns Co-ordinator

Education and Outreach executive


Execution plan: The event is planned to grow stronger and stronger each year with more and

more participants showing a lot of interest in the festival. Ever since it was firstly started in

the year 2005, the M1 Fringe Festival of Singapore has gained a lot of recognition in not just

the whole country, but all across the world. The team is quite adamant to expand the festival

and make it big. So to gain an entry in the festival there are certain terms and conditions

which a participant would follow. The event in the future is likely to bring out more and more

performers from all across the world in theatre, dance and music in order to promote modern

culture among the Singaporean people.

Monitor Evaluation: Presently the festival has focused on on 3 main highlights. The first is

Henrik Ibsen's An Enemy of the People. The local theater aggregate Nine Years Theater

gives this well known fantastic an all-Mandarin makeover under the guiding light of Nelson

Chia. From Portugal comes groundbreaking theater organization Mundo Perfeito with their

play of Three Fingers Below the Knee, a play made with writings edited amid Portugal's 40

years of autocracy. To quote Jorge Luis Borges, "Control is the mother of representation".

At last, comes the Majulah Singapore - Tree Project is an eager and though provoking work

brought by Hiroshi Sunairi. Seeds of Hibaku trees [trees which survived the nuclear shelling

in Hiroshima] are widely given to common Singaporeans encouraging to grow them. Apart

from that, the work will also consist of a presentation and a film screening, which will

peculiarly show the interviews with members from around the globe who were involved with

the venture. Under the theme of Craftsmanship & the People, the Fringe Festival has

modified a diverse lineup of theater, dance and visual expressions events (Lewin, 1981).

COMPLEXITIES OF THE EVENT- CRITICAL SUCCESS FACTORS:

Let us analyze the success which M1 Fringe Festival has so far received ever since its

inception in 2005. According to the report on the M1 Fringe Festival website of Singapore so

far 267 sponsors were connected with the Fringe festival while 142 numbers of international

works were showcased in 9 years. The report also says that so far 406 international artists

have visited Singapore to perform at the Fringe festival in the country. 817,392 numbers of

people attended the festivals on free basis while 30,075 people paid for the tickets and

attended the whole event giving us a total of 847,467 of total people. 848,551 people are


involved with projects, volunteering, staffing, performances etcetera, while 678 artists alone

were from Singapore (Lewin, 1981).


SERVEQUAL MODEL OR SERVICE QUALITY:

RATER SCALE: Rater scale is defined as the scale to estimate or calculate the services of

the event itself.

Reliability: The participants were enthusiastic to attend the fringe festival, and it was beyond

their expectations of mass gathering; the management and all the services that were provided

to them.

Assurance: The Fringe Festival team is expected to present the best of contemporary,

bleeding edge and socially thought processed works to the Singapore crowd. Moreover, the

Fringe positions itself as an artistic brilliant, focused hub, with the twin motivation behind

development and exchange, whilst giving a stage to significant and provocative workmanship

to captivate our inexorably associated and complex world.

Tangibility: Through the Fringe, the participants will have the capacity to connect with new

groups of onlookers in Asia and the whole world. Likewise, the participants can tap upon

authoritative and creation mastery in the presentation of their work.

Empathy: Therefore, there is no shame in saying the whole event is actually run on charity.

The Fringe Festival is not-revenue driven association that relies on people’s unselfishness and

confidence in the work to make the Fringe Festival a veritable achievement. Donations are

generally received from a significant amount of people during the charity and donation

events, but, The Necessary Stage receives donations throughout the whole year

Responsiveness: the management and volunteer did responded to the query to any accidental

situation, they responded and resolve all the complaints with courtesy; on the sight. It was

advice that all the valuable items are on the responsibility of the user itself, other than then

the staff was co-operate for the lost and found of items such as cameras, mobile phone etc.


ENVIRONMENTAL ANALYSIS:

Strengths: The major strength of the Fringe Festival in Singapore is that it is vibrantly

culturally and very modern in terms of lifestyle and people. M1 Fringe Festival carefully

focuses on each and every emphasis in order to promote arts and music. Since Singapore is

considered to be quite a tourism country and a lot of people visit Singapore, the Fringe

Festival in Singapore does attracts a lot of people towards the theatre and music. Apart from

that, many foreign artists visit Singapore Fringe Festival and get quite popular since their

work is showcased in a different manner making them popular among the masses (Lark &

Aylett, 2006).

Weaknesses: The major weaknesses of Fringe Festivals is that not everyone is attracted

towards art and music therefore if the tickets are not free most of the people avoid going to

such festivals because according to them, it is nothing but a waste of money.

Opportunities: Opportunities are available for the people at the Fringe Festival. Artists from

outside Singapore can participate, while workers and volunteers can also participate in order

to get recognized and build relationships which will further help them in their careers.

Threats: The major threat, according to my opinion is that the Singapore Fringe Festival is

not that much recognized in the world, as compared to other countries Fringe Festivals. Its

competitors are working more in the field of arts, music as compared to the ones working in

Singapore.


RISK MANAGEMENT:

Incident Management is also another form of IT service management which is designed to

reconstruct a mediocre service operation as soon as possible in order to derogate the effect of

business operations, carefully monitoring that the level of service is available and maintained

with proper quality. The role of incident management workers at the Fringe Festival is to

carefully monitor if any sorts of incidents occur in the database or not, so that the business

operations are maintained at optimum level ensuring that each and every object is carefully

monitored or not (Lark & Aylett, 2006


CONCLUSION:

In other words, The Fringe Festival of Singapore is highly regarded for the people who are

visiting Singapore for the first time and for those who appreciate art and music laced with the

traditional culture which reflects the identity of the people (Lark & Aylett, 2006).

Planning an event at such a huge scale is never an easy task, therefore, Fringe Festival is a

volunteering based – festival and the festival has totally relied on volunteers who are young

and bright and energetic ready to bring the stage on fire with their work. The fringe festival of

frequently needs people in the marketing and research departments, assistance in setting up

venues and manage the front house performances at the gallery and on the stage.

Since the festival is to promote arts and culture, the M1 Singapore Fringe Festival focuses on

theatre performances through music, dance and visual art. Since the festival is organized by

The Necessary Stage which is a non-profit theatre charity company in Singapore, the main

aim of the festival is to promote theatre in the country. Hence, the festival focuses on theatre

performances from a wide range of artists from different countries coming especially to

Singapore to project their work to the people, which will only promote visual art through

dance, music and drama.


REFERENCES

LARK, J., & AYLETT, J. (2006). The Edinburgh Fringe Festival. London: Friday.

LONDON FRINGE, (2015), About us, [ONLINE ] Available at:

http://www.londonfringe.ca/about

SINGAPORE FRINGE, (2015), volenteer with us, [ONLINE ] Available at:

http://www.singaporefringe.com/fringe2015/volunteer-with-us.html

SINGAPORE FRINGE, (2015), home, [ONLINE ] Available at:

http://www.singaporefringe.com/fringe2015/index.html

LONDON FRNGE FESTIVAL, (2015), “marketing, [ONLINE ] Available at:

https://www.facebook.com/pages/London-Fringe-Festival-Theatre/8593416143?

sk=info&tab=overview

LEWIN, E. (1981). Fringe Festival and fringe theatre.

MOFFAT, A. (1978). The Edinburgh Fringe. London: Johnston & Bacon.

https://www.facebook.com/pages/London-Fringe-Festival-Theatre/8593416143?sk=info&tab=overview

https://www.facebook.com/pages/London-Fringe-Festival-Theatre/8593416143?sk=info&tab=overview

http://www.singaporefringe.com/fringe2015/index.html

http://www.singaporefringe.com/fringe2015/volunteer-with-us.html

http://www.londonfringe.ca/about

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