Attractions Management- Field Trip Assignment
Pre-visit Research
a) Overview of the attraction
Singapore Cable Car |
| https://www.onefabergroup.com/singapore-cable-car-sky-network/ |
The Singapore Cable Car attraction is the nation's only cableway that is established in 1974, a cable car network that runs on 2 different and unique routes. The Mount Faber Line allows you to view the hill of Faber Peak Singapore from high above. While also passing through the skyscraper giving you a full aerial view of the sea alongside cruise ships that are anchored there. The Mount Faber Line will bring you to Sentosa where the other route is held the Sentosa Line. The Sentosa Line is an alternate way to travel around Sentosa going from attraction to attraction while also giving you an aerial view of Sentosa.
Sentosa Merlion
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| http://merlion.sentosa.com.sg/explore-whats-inside.aspx |
The Sentosa Merlion attraction is a 37 metres tall statue that talks about the mythical creature Merlion which brings prosperity to Singapore. This attraction is different from the other similar sculptures as this is the only one in Singapore where you can learn about the history of Merlion while at the same time enjoy the attraction trail. The attraction includes features such as the Prosperity Coin, Prosperity Bell, The View and also the cafe and shops.
Wings of Time
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| http://www.wingsoftime.com.sg/resources/images/logo_color.png |
The Wings of Time attraction is the first of its kind show that is set out in the open sea, which tells the story of Shahbaz a prehistoric bird like creature's adventure traveling across time alongside his friends Rachel and Felix. The show incorporates the use of the latest technology and multimedia effects. This includes 3D projection mapping, state-of-the-arts lasers, robotic water fountains and also giant water jets with pyrotechnics. The combination of these effects results in every guest being entranced and captivated by the show.
b) Offerings, Programmes and Special Events
Singapore Cable Car
Membership Program
Other than the amazing views and alternate way to travel from Mount Faber to Sentosa and also around Sentosa. It also offers a Membership Program which runs for a year and it has various benefits ranging from Unlimited Cable Car rides, Unlimited Island Admission into Sentosa and various discounts when shopping and dining at various outlets under the One Faber group.
Dining on Cloud 9
Other than the usual riding of the cable car, the One Faber group also offers dining in the cable car which consists of a private cable car cabin including a delectable 4-course meal. Also on special occasions such as celebrations and events, you can opt for the option of a Floral Cabin. A Floral Cabin can also be used for couples to proposal or celebrate their anniversaries.
Sentosa Merlion
Interactive Experience
The Sentosa Merlion provides the customers with an interactive experience such as by inserting the card that is given at the entrance into a Gold Merlion Statue in exchange for a "Prosperity Coin". Ringing the "Prosperity Bell" to make a wish as a symbol of good luck. While at the head of the Merlion you get a 360 degree view of the area which is breathtaking since the statue is 37 metres or 15 stories high.
Sentosa Merlion Charity Abseil 2013
The Sentosa Merlion also had a special event in collaboration with Outward Bound Singapore and Sentosa with the intentions of raising funds for charity. By having more than 100 individuals abseil down the statue to raise awareness and funds for a children's charity.
Wings Of Time
Award Winning Experience
The Wings Of Time show is the result of partnership of ECA2 and Sentosa. With ECA2 being an award winning company that has 25 years of experience in developing and implementing multimedia shows. They are also responsible for some notable projects such as the Shanghai World Expo and Big O Experience Korea.
Side Features
Other than the show itself they have other features such as the FUN Shop Beach Plaza for visitors to bring home souvenirs from the island itself. Food stalls set up around and near the show such as snacks and delicacies such as the "Good Old Days" restaurant which serves a variety of authentic local Singaporean food that is a must try.
c) Pricing and Pricing Structures
Singapore Cable Car
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For the pricing of the tickets regarding the Singapore Cable Car, they have targeted pricings for families and children. As Sentosa aims to bring families into their attractions, they have lower pricings to entice families to bring their children along and visit Sentosa. Not only do they sell the tickets based on each route, they also have bundles and promotions. Such as if you buy the bundle you can ride on both routes with just a little more cost but at a better value. They also have discounts like 10% when booking online and also unlimited one-day rides with just an addition of $5 as compared to the usual $10.
Sentosa Merlion
For the pricings of tickets for the Sentosa Merlion they have different pricings for different age group and categories, such as Children pricings, Senior pricings and Adult pricings. However, they also have online specials which is priced lower then the usual price such as $10.80 instead of $12 for adults when bought at the place itself. They also have promotions which pairs up the Sentosa Merlion with other attractions. By buying the ticket for Sentosa Merlion visitors are given discounts for other list attractions such as SEA Aquarium, Adventure Cove, Trick Eye Museum and many more that they can choose from. This then helps to promote the other attractions meanwhile keeping visitors in Sentosa.
Wings Of Time
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| http://www.wingsoftime.com.sg/resources/images/logo_color.png |
The pricings for Wings Of Time is by seats, which means that every section of where the audience is seated has their own different pricings. Such as Standard Pricing and Premium Pricing which provides the customer either with a better view or an overall better experience. They also have online specials which sells standard seats at $16.20 instead of $18 and premium seats at $20.70 instead of $23.
d) Attraction Engagement with Visitors/Potential Visitors
Social Media
The attractions engage with the visitors through Social Media. As social media is widely used by many people, it is easy to catch their attention by having posts and adverts on social medias about the highlights of the attractions. By doing so it attracts people that uses social media by having people post about their experiences and feedback about the attractions.
Online Advertisement
Other than engaging with visitors through Social Media, the attractions can also have online advertisement on their website and also websites relating to the attractions. For example, if the targeted visitor is families they should set up online advertisement on websites that will be frequently used by families members. Some examples would be parents viewing articles online, and children viewing toys and also some that are doing online shopping.
The Wings Of Time is the first of its kind and the only permanent night show in the world that is set out in the open sea. With the clever use of technology, teamwork and also a contemporary storyline they can offer an experience unlike any other. Hence, this becomes a motivator for people, as to experience this they have to come to Wings Of Time.
As all of this attractions is either situated at Sentosa or alongside Sentosa which is at one end of Singapore. Which means that if visitors are interested or wants to come, they would have to travel all the way to the other side of Singapore just to experience this attractions. Even though there are things like shuttle buses and direct transport to come to Sentosa, it helps to cuts down the hassle and travel time but it will still take some time in the end to get there.
Another possible challenge that the One Faber Group faces is the ageing population. As Sentosa is far away situated at one end of Singapore it may not be an issue for youngsters or people of the younger generation. However, it may pose a problem for the elderlies as they are old and travelling long distances is difficult for them. Elderlies themselves prefer to do activities that is not too straining, such as socializing with their friends and learning a new skill at community center for example. In addition to that there is an ageing population problem which makes even lesser people visit Sentosa, ultimately means that the ageing population will be a problem for the One Faber Group.
Even with all the bundled pricings and packages the pricings of the tickets might still pose a problem to people who have limited spending. As not everyone have a lot of disposable income which they can spend on things like attractions. Hence, the pricings for the admission tickets to the attractions in One Faber Group may seem like a steal with great value to most people it may still be expensive to others. The pricings of the admission tickets will ultimately pose a problem to the One Faber Group , as they would have to choose whether to prioritize profit or visitorship.
My Field Trip Experience
Singapore Cable Car
a) Overall appeal of attraction
What appealed to me the most about this attraction is the ability to view things from a high angle which we normally would not have the opportunity to and i find this amusing. As it is my first time riding a cable car, i approached this experience with many expectations and curiosity. Initially i had my doubts about the ride as i have Acrophobia which is the fear of heights.
However, the ride wasn't as scary as i expected since we are safe and secured in the cabin which brings relief to me. The experience is generally very fun and exciting as the thought of hanging on a line is terrifying, but being able to view Sentosa and the Sea in an aerial angle is simply amusing and worth it. Going from the Mount Faber Line to Sentosa we were able to view the highway and the forest from above. While from the habour to Sentosa we get to view the passing cruise ships that were anchored there.
After arriving at Sentosa we then changed to the Sentosa Line which enabled us to view Sentosa on a larger scale. The Sentosa Line showed us various parts of Sentosa that we would normally miss when exploring, and also brings us to destinations such as the beaches and other various attractions.
b) Areas/Service/Feature
During the returning trip back to Vivocity via the Mount Faber Line as it was very dark at night after the show i accidentally left my wallet in the cabin. After realizing that i have left my wallet i quickly approached one of the staffs at the ticketing counter. They then quickly contacted the teams working at the Mount Faber Line helping me find out the whereabouts of my wallet, then proceeded to guide me to where i can go to retrieve it back. At the counter where you board the cabin i was then reassured by the staff working there that my wallet is in safe hands and they found it. Meanwhile i breathed a sigh of relief and all i had to do was wait for the cabin that i was in to make a round trip back. Because of this experience i was very impressed by how fast the team worked together and the communication between them, they also behaved professionally while reassuring me that i will get my wallet back.
c) How engaging the attraction is in relations to the visitors
The cable car ride is very engaging as you get to have your own personal and private cabin separated from the other visitors. As the cable car ride is going to be very awkward and uncomfortable if you will have to share with other strangers, in the case of Singapore Flyer where you have to share the cabin with others it is possible since there is a lot of space. However, in the case of a cable car it is very compact till the point when seated it is almost possible for the knees to touch each other. Hence, by having our own private and personal cabin we get to be more comfortable and are able to enjoy the ride more. In addition, there are not a lot of visitors taking the ride so the wait time and queue for the ride isn't very long.
Sentosa Merlion
a) Overall appeal of attraction
What appealed to me of the attraction is the interactive experience offered and also the freedom to freely explore and enjoy the scenery. After arriving at Sentosa using the Mount Faber Line we took a 5 mins short walk passing by various other attractions such as the Madam Tussaud and Bird Shows to reach the Sentosa Merlion. As i had seen the statue before in my past visits but is always from afar. However this time it is my first time seeing it up close, and my first impression is that the statue is very grand and intimidating.
Going inside the Sentosa Merlion the first thing we see is a ticketing counter and staffs tending to the entrance. Inside the Sentosa Merlion there are galleries, shows and also places to view from the Sentosa Merlion. The gallery is about the environment of where the Merlion resides in leading up to a small theater room which shows and explains the origins of the Merlion. After the show there is an interactive golden statue which gives you a golden coin in exchange for the card that is given at the entrance during admission.
Following that we were guided to the lift which leads up to the 15th storey where you can view the from the Sentosa Merlion's mouth and also the head. At the mouth of the Sentosa Merlion resides the "Prosperity Bell" for making wishes and good luck, while the head of the Merlion gives you a 360 degree view of the surroundings around the Sentosa Merlion.
b) Areas/Service/Feature
During the visit to the Sentosa Merlion the staffs were very pleasant as they served us with a smile and talked to us politely. When inside the gallery the staffs will also guide us along from one part of the exhibition to another ensuring we are not lost. At the top floor of the statue there is also a staff stationed there to help visitors take photos and explained the uses of the "Prosperity Bell". Even till the end of the attraction there is a retail shop set up there for visitors to have the option of buying souvenirs back to serve as a memory of the visit to the attraction.
c) How engaging the attraction is in relations to the visitors
The Sentosa Merlion attraction is very engaging as they have galleries and shows set up for you to freely explore. They also have golden statues that you can interact with in exchange for a golden prosperity coin which is very interesting. While at the top of the head you get to freely look around and take pictures of the view.
Wings Of Time
a) Overall appeal of attraction
What appealed to me about Wings Of Time is its effects and the unique experience. The show itself uses a combination of multimedia effects and clever water effects, creating an illusion that as if the birds and characters in the show is right in front of you.
It is my first time attending one of these shows which is why i have very high expectations even though i don't know what to expect of the show. At the beginning of the show is the explanation of the story line to help the audiences have a better understanding of what the show is about. Then it proceeded on to music and lighting effects with the combination of clever waterworks and timing to create an extravagant show that seems realistic.
To end off the show there is an addition of fireworks to the effects and waterworks which is very amazing as i didn't know that with proper use of technology you can create an effect so realistic.
b) Areas/Service/Feature
The seating area where the audience is seated at is well cleaned and neat with no trash or litter in sight giving it a very pleasant feel. As after the 7.40 pm show that i have watched there is a team of cleaners that came in to clean out the area from the trash that i left by the previous timings. Around the Wings Of Time are food stalls that are set up for people who are hungry after watching the show which in my opinion is a nice feature.
c) How engaging the attraction is in relations to the visitors
When the other visitors doesn't comply to the rules such as no flash photography during the show. As during the show there were some visitors who took videos and photography in flash, which made it very hard for the other visitors to enjoy the show. Since the show is making use of the projection of light, using flash will disrupt the enjoyment of the show and cause a disturbance to the other visitors trying to watch the show.
d) What most excited you and what most disappointed you
What most excited me was the experience at Wings Of Time as it is a one of kind experience. Not only did i watch this kind of show for the first time it exceeded my expectations. As i realized after the show that the clever use technology with simple things such as waterworks and fireworks can create such an amazing spectacle. The co-ordination and well timed communication between the team plays a huge part in making it happen which requires a lot of teamwork.
What disappointed me the most was the Sentosa Merlion. As a fellow Singaporean we already knew about the origins of the Merlion ever since we were young. Hence, coming all the way to Sentosa to relearn something that we already knew isn't very exciting. In addition, the tour of the attraction was very short and the stuff there was not much other then the view and the origins of Merlion. As proclaimed on the site this attraction is different from its predecessors and offers a much more in depth explanation and fun experience. However, after visiting it i would say otherwise as it is pretty much the same thing as what we would learn going online or to the other statues. But at the same time it might be interesting to visitors who do not know much about the Merlion.
Motivators of Demand
Singapore Cable Car
Pricing
One of the motivators of demand of the visitors to the Singapore Cable Car in my opinion has to do with the pricings. As buying the admission tickets alone or physically going to the location is a bit more pricey as compared to buying online, in bulks or in packages. Therefore, what One Faber Group did was having packaged pricings such as people who come as a family get to enjoy the ride at a much cheaper price in addition to other incentives like discounts and vouchers. Other than the family package they have a combination of tickets for both Mount Faber Line and Sentosa Line which costs lower as compared to buying the tickets individually. This then motivates visitors to come with their families or buy them in packages to enjoy a lower pricing.
Scenery, One of its kind
Another motivators of demand in my opinion is the scenery and experience that they offer. As this is the nation's only cable car network, this is to their advantage as there is no other attraction that can offer the same type of experience for a cheaper pricing. There maybe other attractions that have similar experience for example the Singapore Flyer and the Tiger Sky Tower. However, since this is one of its kind and if you want to experience a cable car ride you have to come to either Mount Faber or Sentosa. Hence, the experience that the Singapore Cable Car can offer such as the aerial view of the habour and Sentosa differentiates themselves and motivates visitors to come to this attraction.
Sentosa Merlion
Offers a different kind of experience
As there is already many statues or Merlion in Singapore already and all of them have a similar way to explaining the origins of the Merlion. What Sentosa Merlion have that differentiates itself from the other Statues is that it offers a interactive and different experience, other then just the normal way or learning about the its origins. Sentosa Merlion has a gallery of the Merlion, an original animated video of the Merlion, a scenery view and also a retail shop. Which is like an all in one stop for people to come enjoy, while learning about its history they at the same time can have fun.
A Symbol of prosperity
The Merlion is a symbol of prosperity, while is one of the reason why people visit it. Hence, what the Sentosa Merlion have is first created a limited edition coin that is obtainable through inserting the card given at the start into a golden merlion statue. What the coin is for is that it serves as a charm for visitors to take back as a memory, while at the top of the Sentosa Merlion is the prosperity bell. When rung, it is said to give you good luck which is why it motivates people to come visit.
Wings Of Time
One of a kind unique experience
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| https://media-cdn.tripadvisor.com/media/photo-s/08/7d/78/ce/wings-of-time.jpg |
Award Winning Experience
Other than offering a One of a kind unique experience, this show is also a collaboration with ECA2 which is an award-winning French show company. The company is known for their projects such as the Shanghai World Expo and Big O Experience Korea. Alongside these are local works such as Kiki show at Sentosa's Musical Fountain and the popular Songs of the Sea which is along Siloso Beach. Hence, for visitors to experience this company's creation they can only come and visit the Wings Of Time since it is a permanent show unlike the others which you can no longer experience.
3 Possible Challenges
1. Travel Time
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As all of this attractions is either situated at Sentosa or alongside Sentosa which is at one end of Singapore. Which means that if visitors are interested or wants to come, they would have to travel all the way to the other side of Singapore just to experience this attractions. Even though there are things like shuttle buses and direct transport to come to Sentosa, it helps to cuts down the hassle and travel time but it will still take some time in the end to get there.
2. Ageing Population
Another possible challenge that the One Faber Group faces is the ageing population. As Sentosa is far away situated at one end of Singapore it may not be an issue for youngsters or people of the younger generation. However, it may pose a problem for the elderlies as they are old and travelling long distances is difficult for them. Elderlies themselves prefer to do activities that is not too straining, such as socializing with their friends and learning a new skill at community center for example. In addition to that there is an ageing population problem which makes even lesser people visit Sentosa, ultimately means that the ageing population will be a problem for the One Faber Group.
3.Expensive
Even with all the bundled pricings and packages the pricings of the tickets might still pose a problem to people who have limited spending. As not everyone have a lot of disposable income which they can spend on things like attractions. Hence, the pricings for the admission tickets to the attractions in One Faber Group may seem like a steal with great value to most people it may still be expensive to others. The pricings of the admission tickets will ultimately pose a problem to the One Faber Group , as they would have to choose whether to prioritize profit or visitorship.
References
Singapore Cable Car Sky Network. (n.d.). Retrieved November 19, 2017, from https://www.onefabergroup.com/singapore-cable-car-sky-network/
Sentosa Merlion – Guardian of Prosperity: Singapore's Must-Visit Icon. (n.d.). Retrieved November 19, 2017, from http://merlion.sentosa.com.sg/
Travel, K. (n.d.). Singapore Cable Car Skypass - Klook. Retrieved November 19, 2017, from https://www.klook.com/activity/130-faber-peak-cable-car-singapore/
Gallery. (n.d.). Retrieved November 19, 2017, from http://www.sentosa.com.sg/explore/attractions/sentosa-merlion
Gallery. (n.d.). Retrieved November 19, 2017, from http://www.sentosa.com.sg/explore/attractions/wings-of-time
Gallery. (n.d.). Retrieved November 19, 2017, from http://www.sentosa.com.sg/explore/attractions/sentosa-merlion
Gallery. (n.d.). Retrieved November 19, 2017, from http://www.sentosa.com.sg/explore/attractions/wings-of-time
(n.d.). Retrieved November 19, 2017, from http://www.wingsoftime.com.sg/index.php
(n.d.). Retrieved November 19, 2017, from http://merlion.sentosa.com.sg/explore-whats-inside.aspx
(n.d.). Retrieved November 19, 2017, from http://merlion.sentosa.com.sg/a-rewarding-experience.aspx
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