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Monday, June 22, 2009
The Festival that I selected
Beerfest Asia 2009 held from 29 April to 3 May 2009 at Singapore Flyer. This is the perfect opportunity to sample and taste up over 100 different kinds of beers at there. Those beers are from Chile, Mexico and Switzerland to traditional brewing nations such as Belgium, the USA and Germany, as well as the pride and joy of Asian beers from Indonesia, Thailand, and Singapore and the beers are as affordable as $3 for visitor to enjoy.
There were over 14,000 people rolled into festival over the May Day weekend while catching exciting performances by world-famous, all-female tribute band Hells Belles and double platinum selling act Vertical Horizon, making their only stop in Asia.
This is the second time that they held the beer festival in Singapore. The first time was held at the Fort Canning Park, as the demand getting higher, they decided to expend and held at Singapore flyer this year. They have an outdoor bazaar with a range of food and games. They also jam-packed with live performances by bands and classic festival activities, which there is something for everyone at Beerfest Asia.
The similar festival happened in other country
Oktoberfest also known as Munich Beer Festival that held in Germany from third Saturday (mid-September) in September to early October. They are the world’s largest public festival. They are known locally as Theresienwiese, in short as “wies’n”, which the name of the sprawling park in which the festival takes places.
The first Oktoberfest festival was held in early nineteenth century to celebrate the marriage of Prince Ludwig of Bavaria to Princess Therese of Saxony however like all the big festival party, the Oktoberfest has grown to forget how and why it was started and for now, this festival has become an unadulterated celebration of beer.
For Germany, the first weekend was regarded as the best, loudest and noisiest time to visit. It sees several traditional parades and some unparalleled drinking display. As this is a yearly event held on Germany, this event becomes a Hallmark event that gains widespread recognition and awareness.
This event have been attracting more then six million of visitor per years, and they have used up more then four million litre of beer per years, this mean that it would take one person 2465 years to polish that away.
They have the Big Six tents which have a very old history on their beer.
Augustiner – the oldest brewery in Munich which was established in 1328, they are also the only tents that pour the beer from a giant two hundred litre wooden barrels.
Hacker – known as Hacker-Pschorr. The brewery started on 1793 when Joseph Pschorr married to the owner of Hacker. It has been rated as one of the best brewers in Munich after World War ll.
Hofbrau – the brewery was founded in 1589 to supply the royal courts of Wilhelm V. They served extra-strength beer.
Lowenbrau – the most famous Munich beer that exported to and brewed under licence in many countries. Brewed from 1524, the trademark golden lion is visible throughout tent entrance.
Paulaner – first brewed in 1634 in the Au monastery, perched in the hills overlooking Munich. Paulaner is the one of the first breweries to introduce pilsner beer.
Spaten – traced back to 1397 by the tax records. The business was never amounted much till 1807 when the business was bought by a royal brewery expert.
They have total fourteen enormous circus tents erected for the festival which have can accommodate more people. Each tent can sit up to 1000 people.
Their marketing strategy was to target everyone no matter whether is local or tourist.
For those local, the organiser was targeting more to the adults and senior citizen. They use cardboard token to pay for their beer. Those token was given by the companies to their employee as bonuses. The senior citizen received the token as part of their pension every year.
For those foreign who want to visit the beer festival but were worry that tourist do not outnumber local, they can head to Cannstatt Volksfest, an event which is only marginally smaller than the original but offers the same thing.
The differences between the beerfest Asia 2009 and Oktoberfest
The people, the price and the promotion
The Singapore beerfest event was targeting internet savvy as the information was only available through website. Even though they do not have the any token given or employee bonus, they have early bird discount, concession price for student, senior citizen, SAFRA member and National Service Man and hospitality ticket which include a Singapore Flyer ride, beer runner service, a $20 food & beer voucher and a reserved seat within the main marquee.
They also have bulk ticket sales which target corporation and they can book up to 50 tickets at 20% discount. Each of the ticket comes with 1 free beer and a festival programme
The place
The Beerfest Asia 2009 that held in Singapore, have a limited land thus they only have one focus venue for the event unlike Oktoberfest whereby they have two location to cater local and tourist. The Oktoberfest is much larger and has much more historical beer for people to try it out.
The programming
The Beerfest Asia 2009 and Munich Beer Festival celebration are very different. The duration was only 3 days in Singapore but Oktoberfest held for duration of two weeks which is till early October.
The best practise
The event venue was not very heaty; they installed the portable air-ventilation around the sitting area. They have security standby to prevent people creating chaos. They have a lot of people checking people identification to prevent underage people to go in and drink.
The festival holder was also very concern with the safety in the event, they only allowed glassware and bottles within the marquee, plastic cup are to be used outside the main marquee and available on hand at the exits for the exchange.
Not only were those, the food sold there were amazing. One of the food stall named The Kelong, they used the daily harvested fresh oysters, spicy ikan bilis, tuna sushi-style or grilled or even a hearty plate of fresh prawns for those who enjoy using their fingers. Round it off with some roasted pork as an ideal compliment to the seafood delicacies.
The organiser was also very nice when I approached him; I was asking some of the question that projects required. Not only he was patience towards me, he also took some prawns for me to try but it was a pity that I am a seafood allergies.
Some of the beer stalls tender were also very friendly; they introduced their beer and let me to have a taste on their beer. One of the beer that I tasted were the kingfisher which is the first in India, the taste was not as bitter as I thought, which is taste better than the local beer. Another would be the Blanc which made from French, both the smell and the tastes were sweet just like the spirit.
Evaluation
This festival let me know more about the beer from different country. I used to have a perception that all the beer are bitter but this festival let me have a opportunity to taste different kind of beer in each country, it surprised me that some of the beer I tasted are sweet. Some of the beers are not sold in Singapore which only available in their country only. It was a rare opportunity for everyone who went to the festival.
I really enjoyed the festival. Not only there was beer tasting, there were also concert going on. I saw a lot of people dancing at their table with their friends when the live performance reached at its high peaks. This shows that the people were enjoying a lot especially at the night time when the crowds began to come in.
This festival also an eye open opportunity for me, I came to know some of the people there, they are very friendly and they are from Australia. I have a chat with them, found out that they came here to sell Australia beer and they enjoyed their stay here. They commented that they love the event a lot and they love to see people enjoying their time and have a bonding session together.
They have decided to host the beerfest next year, which it will be bigger and better. For which I might consider of going there next year since I enjoyed this year festival. This is also a great time interacting with people from another country, getting to know them and making friend with them.
The stakeholder
The Host Organisation was Mr Edward Chia, Co-festival Director of the Beerfest Asia 2009. He was also the Managing Director of Ublues Group.
The Host community were the venue-in-charge of the F1 track, the Singapore tourism board that make sure the growth for the festival, Singapore exhibition and convention bureau and the Australia government, the Australia trade commission.
The sponsors were:
1) The Singapore flyer which is the officially venue for the festival.
2) BMC music centre, sponsor the instrument for the performances.
3) Bio-air which provide the air-ventilation around the festival venue.
4) Food and beverage logistics, the officially freight forwarder.
5) D.A.S, the sound reinforcement for the event.
6) NLK event services, the officially production management partner.
7) B-yond, the officially club party partner.
8) The timbre music, the music partner
The co-workers were:
1) The grand park, city hall the officially hotel.
2) The city bank, the officially credit card for the event.
3) Lowe Refrigeration, the officially refrigeration contractor.
4) The exhibitor
5) The stall tender
6) The security
7) Part time worker
8) Volunteer
9) The band that performance for the event
10) Bytes Ticketing that handle the ticket sales online
The Media were:
1) Timeout Singapore, the event magazine
2) FHM, the men magazine
3) Power98, the radio station
4) The hungrygowhere.com which is the officially food website for the event
The participant and spectators were:
1) student
2) working adults
3) clubbers
4) foreigner
The main purpose of the event
I was told by the friendly organiser that this event was to showcase the different type of the beer internationally. Giving everyone that went in the event a chance to taste the beers that are not sold in Singapore.
He also commented that the festival purpose is to letting people to enjoy after a day of tiring work thus it have beer, food and performance there.
This event also to let everyone of different culture background to have communication with one and other, is a time whereby people exchange their culture and style of living through this event
Tourism benefits
I have researched that Singapore tourism income to drop 19% for year 2009 due to global economic slowdown thus the Singapore tourism board are trying ways to attract people coming in the Singapore.
The government plans to spend S$90 million this year on marketing, training and lower fees for travel agents in a bid to attract visitors.
In the Festival programme book that states that the Singapore tourism board support the beer festival to ensure the growth for the festival for the next 2years.
This event helps Singapore to earn revenue from tourism, helping Singapore to boot the economy during this tough period. As the event not only attract Singaporean, this also attract different world of people coming together, sharing their culture and throwing away their ego, making friend with one and other. This is to have friendship with each other and helps to maintain the peace among the other country.
Reference
1. Beerfest Asia 2009 (http://www.beerfestasia.com/index.php?option=com_frontpage&Itemid=1)
2. Singapore beer festival 2008 (http://www.1888pressrelease.com/singapore-beer-festival-2008-pr-d4fd02y47.html)
3. World Party: The Rough Guide to the World’s Best Festival (taken from the TAS library, GT 3930 WOR)
4. The shanghai Daily (http://www.shanghaidaily.com/sp/article/2009/200902/20090212/article_390701.htm)
5. Credit to Chua Pei Jun, for the picture
Beerfest Asia 2009 held from 29 April to 3 May 2009 at Singapore Flyer. This is the perfect opportunity to sample and taste up over 100 different kinds of beers at there. Those beers are from Chile, Mexico and Switzerland to traditional brewing nations such as Belgium, the USA and Germany, as well as the pride and joy of Asian beers from Indonesia, Thailand, and Singapore and the beers are as affordable as $3 for visitor to enjoy.
There were over 14,000 people rolled into festival over the May Day weekend while catching exciting performances by world-famous, all-female tribute band Hells Belles and double platinum selling act Vertical Horizon, making their only stop in Asia.
This is the second time that they held the beer festival in Singapore. The first time was held at the Fort Canning Park, as the demand getting higher, they decided to expend and held at Singapore flyer this year. They have an outdoor bazaar with a range of food and games. They also jam-packed with live performances by bands and classic festival activities, which there is something for everyone at Beerfest Asia.
The similar festival happened in other country
Oktoberfest also known as Munich Beer Festival that held in Germany from third Saturday (mid-September) in September to early October. They are the world’s largest public festival. They are known locally as Theresienwiese, in short as “wies’n”, which the name of the sprawling park in which the festival takes places.
The first Oktoberfest festival was held in early nineteenth century to celebrate the marriage of Prince Ludwig of Bavaria to Princess Therese of Saxony however like all the big festival party, the Oktoberfest has grown to forget how and why it was started and for now, this festival has become an unadulterated celebration of beer.
For Germany, the first weekend was regarded as the best, loudest and noisiest time to visit. It sees several traditional parades and some unparalleled drinking display. As this is a yearly event held on Germany, this event becomes a Hallmark event that gains widespread recognition and awareness.
This event have been attracting more then six million of visitor per years, and they have used up more then four million litre of beer per years, this mean that it would take one person 2465 years to polish that away.
They have the Big Six tents which have a very old history on their beer.
Augustiner – the oldest brewery in Munich which was established in 1328, they are also the only tents that pour the beer from a giant two hundred litre wooden barrels.
Hacker – known as Hacker-Pschorr. The brewery started on 1793 when Joseph Pschorr married to the owner of Hacker. It has been rated as one of the best brewers in Munich after World War ll.
Hofbrau – the brewery was founded in 1589 to supply the royal courts of Wilhelm V. They served extra-strength beer.
Lowenbrau – the most famous Munich beer that exported to and brewed under licence in many countries. Brewed from 1524, the trademark golden lion is visible throughout tent entrance.
Paulaner – first brewed in 1634 in the Au monastery, perched in the hills overlooking Munich. Paulaner is the one of the first breweries to introduce pilsner beer.
Spaten – traced back to 1397 by the tax records. The business was never amounted much till 1807 when the business was bought by a royal brewery expert.
They have total fourteen enormous circus tents erected for the festival which have can accommodate more people. Each tent can sit up to 1000 people.
Their marketing strategy was to target everyone no matter whether is local or tourist.
For those local, the organiser was targeting more to the adults and senior citizen. They use cardboard token to pay for their beer. Those token was given by the companies to their employee as bonuses. The senior citizen received the token as part of their pension every year.
For those foreign who want to visit the beer festival but were worry that tourist do not outnumber local, they can head to Cannstatt Volksfest, an event which is only marginally smaller than the original but offers the same thing.
The differences between the beerfest Asia 2009 and Oktoberfest
The people, the price and the promotion
The Singapore beerfest event was targeting internet savvy as the information was only available through website. Even though they do not have the any token given or employee bonus, they have early bird discount, concession price for student, senior citizen, SAFRA member and National Service Man and hospitality ticket which include a Singapore Flyer ride, beer runner service, a $20 food & beer voucher and a reserved seat within the main marquee.
They also have bulk ticket sales which target corporation and they can book up to 50 tickets at 20% discount. Each of the ticket comes with 1 free beer and a festival programme
The place
The Beerfest Asia 2009 that held in Singapore, have a limited land thus they only have one focus venue for the event unlike Oktoberfest whereby they have two location to cater local and tourist. The Oktoberfest is much larger and has much more historical beer for people to try it out.
The programming
The Beerfest Asia 2009 and Munich Beer Festival celebration are very different. The duration was only 3 days in Singapore but Oktoberfest held for duration of two weeks which is till early October.
The best practise
The event venue was not very heaty; they installed the portable air-ventilation around the sitting area. They have security standby to prevent people creating chaos. They have a lot of people checking people identification to prevent underage people to go in and drink.
The festival holder was also very concern with the safety in the event, they only allowed glassware and bottles within the marquee, plastic cup are to be used outside the main marquee and available on hand at the exits for the exchange.
Not only were those, the food sold there were amazing. One of the food stall named The Kelong, they used the daily harvested fresh oysters, spicy ikan bilis, tuna sushi-style or grilled or even a hearty plate of fresh prawns for those who enjoy using their fingers. Round it off with some roasted pork as an ideal compliment to the seafood delicacies.
The organiser was also very nice when I approached him; I was asking some of the question that projects required. Not only he was patience towards me, he also took some prawns for me to try but it was a pity that I am a seafood allergies.
Some of the beer stalls tender were also very friendly; they introduced their beer and let me to have a taste on their beer. One of the beer that I tasted were the kingfisher which is the first in India, the taste was not as bitter as I thought, which is taste better than the local beer. Another would be the Blanc which made from French, both the smell and the tastes were sweet just like the spirit.
Evaluation
This festival let me know more about the beer from different country. I used to have a perception that all the beer are bitter but this festival let me have a opportunity to taste different kind of beer in each country, it surprised me that some of the beer I tasted are sweet. Some of the beers are not sold in Singapore which only available in their country only. It was a rare opportunity for everyone who went to the festival.
I really enjoyed the festival. Not only there was beer tasting, there were also concert going on. I saw a lot of people dancing at their table with their friends when the live performance reached at its high peaks. This shows that the people were enjoying a lot especially at the night time when the crowds began to come in.
This festival also an eye open opportunity for me, I came to know some of the people there, they are very friendly and they are from Australia. I have a chat with them, found out that they came here to sell Australia beer and they enjoyed their stay here. They commented that they love the event a lot and they love to see people enjoying their time and have a bonding session together.
They have decided to host the beerfest next year, which it will be bigger and better. For which I might consider of going there next year since I enjoyed this year festival. This is also a great time interacting with people from another country, getting to know them and making friend with them.
The stakeholder
The Host Organisation was Mr Edward Chia, Co-festival Director of the Beerfest Asia 2009. He was also the Managing Director of Ublues Group.
The Host community were the venue-in-charge of the F1 track, the Singapore tourism board that make sure the growth for the festival, Singapore exhibition and convention bureau and the Australia government, the Australia trade commission.
The sponsors were:
1) The Singapore flyer which is the officially venue for the festival.
2) BMC music centre, sponsor the instrument for the performances.
3) Bio-air which provide the air-ventilation around the festival venue.
4) Food and beverage logistics, the officially freight forwarder.
5) D.A.S, the sound reinforcement for the event.
6) NLK event services, the officially production management partner.
7) B-yond, the officially club party partner.
8) The timbre music, the music partner
The co-workers were:
1) The grand park, city hall the officially hotel.
2) The city bank, the officially credit card for the event.
3) Lowe Refrigeration, the officially refrigeration contractor.
4) The exhibitor
5) The stall tender
6) The security
7) Part time worker
8) Volunteer
9) The band that performance for the event
10) Bytes Ticketing that handle the ticket sales online
The Media were:
1) Timeout Singapore, the event magazine
2) FHM, the men magazine
3) Power98, the radio station
4) The hungrygowhere.com which is the officially food website for the event
The participant and spectators were:
1) student
2) working adults
3) clubbers
4) foreigner
The main purpose of the event
I was told by the friendly organiser that this event was to showcase the different type of the beer internationally. Giving everyone that went in the event a chance to taste the beers that are not sold in Singapore.
He also commented that the festival purpose is to letting people to enjoy after a day of tiring work thus it have beer, food and performance there.
This event also to let everyone of different culture background to have communication with one and other, is a time whereby people exchange their culture and style of living through this event
Tourism benefits
I have researched that Singapore tourism income to drop 19% for year 2009 due to global economic slowdown thus the Singapore tourism board are trying ways to attract people coming in the Singapore.
The government plans to spend S$90 million this year on marketing, training and lower fees for travel agents in a bid to attract visitors.
In the Festival programme book that states that the Singapore tourism board support the beer festival to ensure the growth for the festival for the next 2years.
This event helps Singapore to earn revenue from tourism, helping Singapore to boot the economy during this tough period. As the event not only attract Singaporean, this also attract different world of people coming together, sharing their culture and throwing away their ego, making friend with one and other. This is to have friendship with each other and helps to maintain the peace among the other country.
Reference
1. Beerfest Asia 2009 (http://www.beerfestasia.com/index.php?option=com_frontpage&Itemid=1)
2. Singapore beer festival 2008 (http://www.1888pressrelease.com/singapore-beer-festival-2008-pr-d4fd02y47.html)
3. World Party: The Rough Guide to the World’s Best Festival (taken from the TAS library, GT 3930 WOR)
4. The shanghai Daily (http://www.shanghaidaily.com/sp/article/2009/200902/20090212/article_390701.htm)
5. Credit to Chua Pei Jun, for the picture
BeerFest Asia 2009(29 April-3 May 2009) 8:11 AM.
