Event Management in Hospitality and Tourism

Running Head: Fringe Festival – The largest Art Festival
MuhammadAli Mooni CTH No.77598 Managing eventsforHospitalityandTourismA5036112
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.

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.

ENVIRONMENTALANALYSIS:
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.

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