A REPORT ON THE FIELD TRIP TO SAAB CITY DUATHLON 08 EVENT
1. INTRODUCTION
1.1 Purpose
The purpose of this report is to provide a first hand account of the selected event, to identify the type of event under observation and its characteristics, to critic on the marketing strategies of the organizers for the chosen event and to recommend alternative strategies for effective marketing. It is also to reflect and critic on the programme and management of the event, and to consider the values of the event to Singapore’s tourism economy.
1.2 Background of the Event
The SAAB City Duathlon was the Singapore’s largest competitive duathlon. It was held in the city as part of the second Marina Bay Urban Challenge. The duathlon comprises of a run-cycle-run format with different categories for both hardcore duathletes and novices. The full duathlon category involves 10km of running, followed by a 40km cycle with a final 5km run to the finishing line. The event has managed to attract a total of about 1,800 race participants.
1.3 Method of Investigation
A field trip was made to Central Promontory, Marina Boulevard on Sunday, 8 June 2008 where the event was held.
1.4 Scope
This report looks into the type of event and its characteristics, the background of the event organizer, the role of events to the venue, the stakeholders in the event, the target markets, the marketing strategies employed by the organizer, rating of the organization of the event, potential of the event by the organizer to meet tourist demand and on how the value of the event could be raised to be align with the tourism mission of Singapore.
2. FINDINGS
2.1 Type of Event and its Characteristics
The SAAB City Duathlon is considered as a local/community event. It is mainly targeted at the locals for social, fun and leisure purposes. The event created an opportunity for more people to be exposed to and encouraged greater participation in the rising popularity sporting activities such as duathlons. Such an event is also often supported by the local government as part of the development strategies. In this case, the SAAB City Duathlon was organized in support of sports promotion with the Singapore Sports Council which is a statutory board under the purview of the Ministry of Community Development, Youth and Sports that is tasked with developing sports in Singapore. Furthermore, the event may have the potential to become a hallmark event and attract a greater number of participants and audiences.
2.2 Background of the Organizer
The organizers for SAAB City Duathlon comprises of Enterprise Sports Group Pte Ltd and the Triathlon Association of Singapore.
Enterprise Sports Group (ESG) is a leading sports marketing agency specializing in marketing and event services. It was founded in 2005, and is well-known for its core team who were the founding members of the Singapore Sports Council’s Sports Business Team which led the development of Singapore’s major sporting event landscape.
ESG has a team of nine staff and owns two subsidiaries namely ESG Sports Management Pte Ltd and ESG Competition Services Pte Ltd. ESG Sports Management focuses on sporting facilities management and development, strategic consultancy and coaching services for multiple sports. ESG Competition Services provides sports competitions with essential down stream services including sports photography, portal development, online registration and printing services.
Triathlon Association of Singapore (TAS) is the national governing body for the multi-sport disciplines of triathlon, duathlon and aquathlon in Singapore. It is a not-for profit organization that was founded in 1992. TAS is also a member of the Singapore National Olympic Council (SNOC), the Asian Triathlon Confederation (ASTC) and the International Triathlon Union (ITU). The objective of TAS is to promote triathlon and multi-discipline sports such as aquathlons, duathlons and biathlons among Singaporeans and to groom elite triathletes of Asian standards.
A field trip was made to Central Promontory, Marina Boulevard on Sunday, 8 June 2008 where the event was held.
1.4 Scope
This report looks into the type of event and its characteristics, the background of the event organizer, the role of events to the venue, the stakeholders in the event, the target markets, the marketing strategies employed by the organizer, rating of the organization of the event, potential of the event by the organizer to meet tourist demand and on how the value of the event could be raised to be align with the tourism mission of Singapore.
2. FINDINGS
2.1 Type of Event and its Characteristics
The SAAB City Duathlon is considered as a local/community event. It is mainly targeted at the locals for social, fun and leisure purposes. The event created an opportunity for more people to be exposed to and encouraged greater participation in the rising popularity sporting activities such as duathlons. Such an event is also often supported by the local government as part of the development strategies. In this case, the SAAB City Duathlon was organized in support of sports promotion with the Singapore Sports Council which is a statutory board under the purview of the Ministry of Community Development, Youth and Sports that is tasked with developing sports in Singapore. Furthermore, the event may have the potential to become a hallmark event and attract a greater number of participants and audiences.
2.2 Background of the Organizer
The organizers for SAAB City Duathlon comprises of Enterprise Sports Group Pte Ltd and the Triathlon Association of Singapore.
Enterprise Sports Group (ESG) is a leading sports marketing agency specializing in marketing and event services. It was founded in 2005, and is well-known for its core team who were the founding members of the Singapore Sports Council’s Sports Business Team which led the development of Singapore’s major sporting event landscape.
ESG has a team of nine staff and owns two subsidiaries namely ESG Sports Management Pte Ltd and ESG Competition Services Pte Ltd. ESG Sports Management focuses on sporting facilities management and development, strategic consultancy and coaching services for multiple sports. ESG Competition Services provides sports competitions with essential down stream services including sports photography, portal development, online registration and printing services.
Triathlon Association of Singapore (TAS) is the national governing body for the multi-sport disciplines of triathlon, duathlon and aquathlon in Singapore. It is a not-for profit organization that was founded in 1992. TAS is also a member of the Singapore National Olympic Council (SNOC), the Asian Triathlon Confederation (ASTC) and the International Triathlon Union (ITU). The objective of TAS is to promote triathlon and multi-discipline sports such as aquathlons, duathlons and biathlons among Singaporeans and to groom elite triathletes of Asian standards.
2.3 Role of Events to the Venue
The SAAB City Duathlon served as a place marketing for the venue, Central Promontory, Marina Boulevard. Having the event held in the strategic city area has helped to create positive images of the city development as the location oversees a magnificent city skyline and waterfront view. This will help to attract interested parties to the event or even encourage investors’ relations in the event as it is an ideal venue for events such as sports and recreational activities, outdoor concerts and carnivals. Holding events at the venue does transform the tranquil site into a place with bustling activities which encourages greater participation for those who seek refreshing activities.
2.4 Stakeholders in the Event
The stakeholders of the event include the followings:
· Title sponsor – SAAB
· Organizers – Enterprise Sports Group and the Triathlon Association of Singapore
· Event partner – Urban Redevelopment Authority (URA)
· Official sponsors – SingTel , Lancaster
· Official watch – Tissot, Swiss Watches
· Co-sponsor – H-Two-O
· Supported by Singapore Sports Council for sports promotion
· Volunteers
· Race participants
· Spectators
· Suppliers of all the equipments
· Those involved in the pre-event set up
· Medics from Hope Ambulance
· Security personnels
· Police
· Media – Singapore Press Holdings
The stakeholders of the event include the followings:
· Title sponsor – SAAB
· Organizers – Enterprise Sports Group and the Triathlon Association of Singapore
· Event partner – Urban Redevelopment Authority (URA)
· Official sponsors – SingTel , Lancaster
· Official watch – Tissot, Swiss Watches
· Co-sponsor – H-Two-O
· Supported by Singapore Sports Council for sports promotion
· Volunteers
· Race participants
· Spectators
· Suppliers of all the equipments
· Those involved in the pre-event set up
· Medics from Hope Ambulance
· Security personnels
· Police
· Media – Singapore Press Holdings
2.5 Target Markets
The SAAB City Duathlon 08 targets into a few markets. Besides having the locals to the event, it was also observed that there were quite a number of foreigners participating in the event. The event offers a selection of race categories that is suitable for different age groups.
Firstly, the Full Duathlon race category is targeted at athletes, age 20 and above, who regularly take part in similar events such as marathons, duathlons or triathlons. There is a Half Duathlon for those aged between 16 years and 19 years to have a try and participate in the race as well. Also, the Junior Duathlon is for participants aged 12 years to 15 years and a Kid’s Duathlon is opened to participants aged between 8years and 11 years. Thus, this has much encouraged families to participate in the event together whereby there are suitable race categories for everyone in the family.
Besides having the individual race categories, there are relay categories whereby three members make up a team with each member doing one discipline. There is the SingTel Corporate Challenge Relay for participants aged 17 years and above, opened to the internal staff of SingTel and the other corporate groups. The Open Relay Full Duathlon is also opened to participants aged 17 years and above. Such categories will help to encourage the participation of corporate groups or group of friends or family members forming teams to participate in the race together.
2.6 Marketing Strategies Employed by the Organizer
There were limited efforts put into marketing by the organizer. However, prior to the event, an interactive website was being set up for the event alone. It served as a very convenient and useful tool for interested parties of the event. The website provided much detailed information that one has to know about the event and even offered the online registration and payment system which is believed to have saved up much hassle for many of the participants. As a price marketing strategy, discounts were given to TAS members and participants with their personal champion chip. In addition, Early birds promotions were also offered. Special discounts of 10% off the registration fee were extended to OSIM Singapore Triathlon participants when they used the Promo Code. Each participant were also given a race entry pack comprising of items such as an event T-shirt, race bib and event bag with sponsors' goodies.
Many people of different roles were involved in the SAAB City Duathlon. This includes the race participants and spectators. There were also stakeholders such as the sponsors, event partners, governing bodies, volunteers, suppliers and the media.
The place of the event was also strategically chosen. In line with the theme of the event as a city duathlon, it was held at the Central Promontory, Marina Boulevard which provided much ease for accessibility by various the modes of transportation.
For promotion purposes, the SAAB City Duathlon was advertised under the Life! Events section of The Straits Times on selected dates. In addition, lamppost race banners were put up along the event venue; Central Promontory, Marina Boulevard and along the race route. Furthermore, such banners were also placed along Leng Kee Road and Sungei Kadut Avenue where the SAAB showrooms are located.
It is believed that greater marketing effort could be carried out to create greater awareness and involvement of the public in the event. One of the ways to reach out to potential and interested participants is to give out flyers at the various local parks as these are places where the regular athletes and families workout and get together. Additionally, mails with the registration form attached can be send out to those who have participated in previous events organized by the same organizer.
The event can also be marketed through blogs. Blogs have become a new, less time consuming and less expensive tool used to reach potential and current customers in very little time. It can be rapidly distributed on the web and helps to draw people with similar interest together, allowing them to offer exchanges and returning regularly to follow the discussion with regards to the event. It allows people to share their experiences for similar events and may also lead to a community creation where the group of enthusiasts encourage each other and participate in the event together. Such blogs can also offer publicity opportunities for their partners too.
Since there are quite a number of foreign participants involved in the event, it may be ideal to work in partnership with the Singapore Tourism Board (STB) by marketing more attractive packages that is catered to this market. Such may include affordable packages that comprises the race registration fee, accommodation near the event venue and discounted passes to the various attractions in Singapore. This allows the participants to take part in the race and to tour around Singapore as well. As such, STB can include the event under their calendar of events. Discount packages can also be offered to this targeted segment for the upcoming sporting events to keep them coming back for similar events.
There were limited efforts put into marketing by the organizer. However, prior to the event, an interactive website was being set up for the event alone. It served as a very convenient and useful tool for interested parties of the event. The website provided much detailed information that one has to know about the event and even offered the online registration and payment system which is believed to have saved up much hassle for many of the participants. As a price marketing strategy, discounts were given to TAS members and participants with their personal champion chip. In addition, Early birds promotions were also offered. Special discounts of 10% off the registration fee were extended to OSIM Singapore Triathlon participants when they used the Promo Code. Each participant were also given a race entry pack comprising of items such as an event T-shirt, race bib and event bag with sponsors' goodies.
Many people of different roles were involved in the SAAB City Duathlon. This includes the race participants and spectators. There were also stakeholders such as the sponsors, event partners, governing bodies, volunteers, suppliers and the media.
The place of the event was also strategically chosen. In line with the theme of the event as a city duathlon, it was held at the Central Promontory, Marina Boulevard which provided much ease for accessibility by various the modes of transportation.
For promotion purposes, the SAAB City Duathlon was advertised under the Life! Events section of The Straits Times on selected dates. In addition, lamppost race banners were put up along the event venue; Central Promontory, Marina Boulevard and along the race route. Furthermore, such banners were also placed along Leng Kee Road and Sungei Kadut Avenue where the SAAB showrooms are located.
It is believed that greater marketing effort could be carried out to create greater awareness and involvement of the public in the event. One of the ways to reach out to potential and interested participants is to give out flyers at the various local parks as these are places where the regular athletes and families workout and get together. Additionally, mails with the registration form attached can be send out to those who have participated in previous events organized by the same organizer.
The event can also be marketed through blogs. Blogs have become a new, less time consuming and less expensive tool used to reach potential and current customers in very little time. It can be rapidly distributed on the web and helps to draw people with similar interest together, allowing them to offer exchanges and returning regularly to follow the discussion with regards to the event. It allows people to share their experiences for similar events and may also lead to a community creation where the group of enthusiasts encourage each other and participate in the event together. Such blogs can also offer publicity opportunities for their partners too.
Since there are quite a number of foreign participants involved in the event, it may be ideal to work in partnership with the Singapore Tourism Board (STB) by marketing more attractive packages that is catered to this market. Such may include affordable packages that comprises the race registration fee, accommodation near the event venue and discounted passes to the various attractions in Singapore. This allows the participants to take part in the race and to tour around Singapore as well. As such, STB can include the event under their calendar of events. Discount packages can also be offered to this targeted segment for the upcoming sporting events to keep them coming back for similar events.
2.7 Rating of the Organization of the Event
The organization for the SAAB City Duathlon was not very well-handled. The venue of the event was located next to many heavy construction sites and there was a failure on the organizers’ part to anticipate the route challenges as a result of heavy construction work in the area. There was also a failure to anticipate over a hundred of construction workers breaching the bike route on their way to work. This had somehow impinged on the safety of those involved in the event.
Due to ineffective marshalling and inadequate road signages, confusions and distress aroused during the race which lead to a shorter bike route at the last minute without competitors being informed. This had brought about many negative reviews on the papers.
Due to the previous day’s wet weather, the transition area turned into a muddy field. This caused the participants to divert their attention into avoiding the puddles instead of to focus fully on their race. Such situations may perhaps been foreseen and appropriate measures could have been adjusted.
It was also brought to attention that some volunteers were sleeping and lazing around and that medics where not on alert. This is an important issue to take note as each of the volunteers does play an important role in contributing to the overall success of the event.
Also, bottles and paper cups were being left around, some even on the race route. This poses a threat to the race participants as they might not be aware of it and trip over such items. More bins could have been placed at the event site to minimize this problem.
The crowd control was not very efficient. Not many ushers were seen at the event. There seemed to be too many people crowding around certain spots and standing around the race route and the finishing point.
Programs such as the race and prize presentation were happening at the same time and this has somehow diverted the attention of those present. Perhaps, the organizer could have scheduled the prize presentation ceremony after the completion of all the races.
The prize presentation stage was rather simple and raw. The organizers might want to consider using a semi-round tent which is bigger, more refined and is able to provide shelter to accommodate the spectators for the prize ceremony.
However, the location of the event was an appropriate choice. It was located at Central Promontory, Marina Boulevard which can be easily accessed through the various public transports.
3. CONCLUSIONS
Potential of the Event to Meet Tourist Demand
As observed, there were quite a number of foreigners who participated in the SAAB City Duathlon. This shows that there exists a segment where people are willing to travel out of their home countries to participate in events that cater to their special interest needs. Furthermore, with more people getting into sports and that Singapore is also targeting at the sports sector, more participants would be willing to come to Singapore to participate in sporting events, especially prestigious ones such as the Standard Chartered Singapore Marathon. For the SAAB City Duathlon, the array of race categories might have the potential to attract foreigners to participate in the race together with their family members. A tourist need may include travelling, accommodation and entertainment. Thus, in line with the recommended marketing strategy as mentioned earlier, attractive packages can be offered to the foreign participants. This saves up much of a hassle for them to go about arranging their required needs.
Value of the Event aligned with Singapore’s Tourism Mission
The Singapore’s tourism mission is to develop and champion tourism, so as to build the sector into a key driver of economic growth for Singapore. In line with this, organizers of the SAAB City Duathlon can work with the Singapore Tourism Board (STB) in attracting more participants and spectators from the foreign countries. With more foreign participants coming to Singapore for the event, the SAAB City Duathlon may have the potential to be become a hallmark event. This will then provide Singapore with a competitive advantage over such sporting events and attract greater attention. Thus, this will very much increase the number of participants to the event, allowing the event to be held in larger scale with more stakeholders being attracted. Foreign participants to Singapore will help to increase the tourism receipts from spending such as the race fees, accommodation, transportation and visits to attractions. Hence, this will in turn benefit the Singapore’s economy and help to work towards the tourism mission.
The organization for the SAAB City Duathlon was not very well-handled. The venue of the event was located next to many heavy construction sites and there was a failure on the organizers’ part to anticipate the route challenges as a result of heavy construction work in the area. There was also a failure to anticipate over a hundred of construction workers breaching the bike route on their way to work. This had somehow impinged on the safety of those involved in the event.
Due to ineffective marshalling and inadequate road signages, confusions and distress aroused during the race which lead to a shorter bike route at the last minute without competitors being informed. This had brought about many negative reviews on the papers.
Due to the previous day’s wet weather, the transition area turned into a muddy field. This caused the participants to divert their attention into avoiding the puddles instead of to focus fully on their race. Such situations may perhaps been foreseen and appropriate measures could have been adjusted.
It was also brought to attention that some volunteers were sleeping and lazing around and that medics where not on alert. This is an important issue to take note as each of the volunteers does play an important role in contributing to the overall success of the event.
Also, bottles and paper cups were being left around, some even on the race route. This poses a threat to the race participants as they might not be aware of it and trip over such items. More bins could have been placed at the event site to minimize this problem.
The crowd control was not very efficient. Not many ushers were seen at the event. There seemed to be too many people crowding around certain spots and standing around the race route and the finishing point.
Programs such as the race and prize presentation were happening at the same time and this has somehow diverted the attention of those present. Perhaps, the organizer could have scheduled the prize presentation ceremony after the completion of all the races.
The prize presentation stage was rather simple and raw. The organizers might want to consider using a semi-round tent which is bigger, more refined and is able to provide shelter to accommodate the spectators for the prize ceremony.
However, the location of the event was an appropriate choice. It was located at Central Promontory, Marina Boulevard which can be easily accessed through the various public transports.
3. CONCLUSIONS
Potential of the Event to Meet Tourist Demand
As observed, there were quite a number of foreigners who participated in the SAAB City Duathlon. This shows that there exists a segment where people are willing to travel out of their home countries to participate in events that cater to their special interest needs. Furthermore, with more people getting into sports and that Singapore is also targeting at the sports sector, more participants would be willing to come to Singapore to participate in sporting events, especially prestigious ones such as the Standard Chartered Singapore Marathon. For the SAAB City Duathlon, the array of race categories might have the potential to attract foreigners to participate in the race together with their family members. A tourist need may include travelling, accommodation and entertainment. Thus, in line with the recommended marketing strategy as mentioned earlier, attractive packages can be offered to the foreign participants. This saves up much of a hassle for them to go about arranging their required needs.
Value of the Event aligned with Singapore’s Tourism Mission
The Singapore’s tourism mission is to develop and champion tourism, so as to build the sector into a key driver of economic growth for Singapore. In line with this, organizers of the SAAB City Duathlon can work with the Singapore Tourism Board (STB) in attracting more participants and spectators from the foreign countries. With more foreign participants coming to Singapore for the event, the SAAB City Duathlon may have the potential to be become a hallmark event. This will then provide Singapore with a competitive advantage over such sporting events and attract greater attention. Thus, this will very much increase the number of participants to the event, allowing the event to be held in larger scale with more stakeholders being attracted. Foreign participants to Singapore will help to increase the tourism receipts from spending such as the race fees, accommodation, transportation and visits to attractions. Hence, this will in turn benefit the Singapore’s economy and help to work towards the tourism mission.
APPENDIX:
Photographs taken at the event
Photographs taken at the event
SAAB City Duathlon event site 
Part of the race route
Generators used for lightings
Booths set up by sponsors of the event
The Saab booth
The Tissot, Swiss Watches booth
The SingTel booth
The Hospitality booth
The Menu booth
Bags and meals collection area
Mobile toilets
Ambulance on site
Some volunteers helping out
Some medics at work
The finishing point
The prize presentation stage
Prize Presentation Ceremony
The bike holding area
Heavy construction site next to the event
People crowding around certain spots and standing around the race route
The lamppost race banner
Promotion efforts as advertised under the Life! Events section of The Straits Times
REFERENCES:
1. SAAB City Duathlon 08 (2008), [online]. Available: http://www.cityduathlon.com/
[2008, June. 25]
2. Saab Singapore – Local Events (2008), “Saab City Duathlon” [online].
Available: http://www.saab.com.sg/transeurokars/events/2008/05_Cityduathlon.shtml
[2008, June. 18]
3. Enterprise Sports Group (2006), [online].
Available: http://www.enterprisesg.com/en/home/ [2008, June. 14]
4. Triathlon Association of Singapore (2008), [online].
Available: http://www.triathlonsingapore.org/ [2008, June. 14]
5. Singapore Sports Council (2008), [online].
Available: http://www.ssc.gov.sg/publish/Corporate/en/about/About_SSC.html [2008, June. 21]
7. SAAB City Duathlon 08 – Brand new route, brand new challenge, a Great combi! (2008), [online]. Available: http://www.testdept.net/saab/01_edm_osim.htm [2008, June. 18]
8. Seng Heng Tentage Rental Pte Ltd, [online].
Available: http://www.sengheng.com.sg/main.html [2008, June. 26]
9. ST Forum (2008), “City duathlon was messy from start to finish” [online]. Available: http://www.straitstimes.com/ST+Forum/Online+Story/STIStory_246049.html [2008, June 25]
