Singapore Rolls The Dice Toward Greater Incentives
<B> Singapore Rolls The Dice Toward Greater Incentives</B>
By Judy Jacobs
One of the first places in Asia to gain renown as an incentive destination, Singapore is continuing its growth and is evolving as a player in this market. With a continuously increasing variety of new venues and an upcoming historic five-star hotel, the island nation is expected to become an even stronger contender for incentives in the future.
"In terms of incentives, Singapore has developed greatly in the 10-year period since the industry was born. New infrastructure, modern facilities, new attractions, new dining venues, improved communications and new world-class hotels have mushroomed in a short period of time to cater to the needs of incentive groups," said Ruby Serra, Chicago-based meetings and incentives travel manager of the Singapore Tourism Board. "Singapore has always been sensitive to the needs of this upscale market, and tries to keep up with their requirements," Serra added.
Singapore incentive programs have changed gradually over the years, from two to three nights to today's average stay of four to five nights. "We also have observed that groups have become smaller in size, but greater in number. Though there are still a few that have a thousand or more participants," she said.
Although many companies conduct a Singapore-only program, the nation is a popular one to combine with other nearby places for a multi-destination program. "Singapore/Bali is the most saleable combination, but we also do well with Singapore/Penang or Singapore/Chiang Mai or even Singapore/Bangkok programs," said Serra.
Though the island has achieved success with incentives, it continues to face competition in this fiercely competitive market. "Hong Kong has always been our main competition, although we always partner with them in some trade show promotions. Now that it has become a part of China, however, China is the country to watch out for," she said. But "with the economy looking so good in the United States, I see better years ahead for incentives in the millennium."
"More and more companies are now looking at Singapore as one of the safest and most confident places for investment. We've had corporations who have either moved their U.S. headquarters into Singapore or opened a regional headquarters in Singapore. On top of that, people are always looking for new destinations, and those who have done Europe in the past may now look to Asia," she said.
If and when they do so, they'll find that Singapore, as always, has something new to offer. In March, it opened Far East Square, which is located in the central business district near the edge of Chinatown and includes a Cultural Pavilion, where everything from Chinese opera to classical music is performed. There also is a food court; Italian, French and Mediterranean restaurants; and sidewalk cafes. In addition, a former school site is being converted into a Chinese theme restaurant set in a traditional Chinese pavilion.
Other new venues include Funky Town, a disco located on the site of The River House at historic Clarke Quay, a Singapore riverside neighborhood of old warehouses, which has been restored into an entertainment district with outside food vendors, restaurants, shops and music venues. Funky Town has ultra-modern decor and can accommodate up to 850 people.
Across town on Orchard Road, where many of Singapore's hotels are located, a new nightclub specializes in Latin Beat entertainment and accommodates up to 300. Meanwhile, a majestic historic building, which once was the General Post Office, is being transformed into The Grand Fullerton Hotel, a five-star property scheduled for a year-end opening.
Located near the Singapore River in the heart of the central business district, the Grand Fullerton Hotel sits on a site which, according to Chinese geomancy, is at the head of the dragon and therefore the most fortuitous place in Singapore. The 397-room property will combine traditional architecture with a "new Asia" theme, highlighting the art and culture of Southeast Asia. Meeting facilities will include 11 state-of-the-art meeting rooms and a ballroom, which will accommodate more than 500 attendees.