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STB Voices
"We want to have fun"
Oliver Chong, Director, Cluster Development (Events and Entertainment) STB, shares the board’s vision and plans to achieve “Entertainment Capital of Asia” status.
Q: What is the STB’s vision with regards to events and entertainment?
A: Our vision is to establish Singapore as the “Entertainment Capital of Asia”. The entertainment cluster will be the third pillar of growth that will move Singapore toward bold tourism targets of doubling visitor arrivals to 17 million and tripling tourism receipts to $30 billion.
A vibrant entertainment scene will increase visitors’ expenditure on entertainment, encourage visitors to come to Singapore for entertainment and even and lengthen their duration of stay. We want Singapore to be celebrated as the destination to be seen in, illuminated by the best and the latest in entertainment. Most importantly, we want to have fun in this city!
Q: I guess that’s why Singapore’s been so busy of late with the opening of new nightspots and entertainment events?
A: Yes, the scene has transformed in recent times thanks to bold local entrepreneurs and visionary foreign investors. We now enjoy a more extensive and diversified range of entertainment options.
Last year, we welcomed an exciting wave of brand new products from the super club Ministry of Sound, to concept bars and chill-out venues like Eski Bar, The Balcony, Loof and premium shows like Crazy Horse Paris.
This year will build on the momentum generated from the year before and continue to be an exciting year. 2006 will see more branded mega entertainment events as well as more exhilarating nightspots – SupperClub (end 2006), the completion of The Cannery at Clarke Quay (mid-2006), St James Power Station, which will be launched in phases from June 2006).
Q: Last month, MTV Fashionably Loud was staged in Singapore. What’s behind the recent STB-MTV alliance which has been getting a lot of press lately?
A: The alliance between MTV Networks Asia and the STB is a milestone for Singapore’s entertainment industry. It is the first-of-its-kind strategic partnership between a vibrant destination and the world’s largest television network & entertainment brand. The alliance will showcase 17 MTV and Nickelodeon branded events in Singapore like the recent MTV Fashionably Loud and upcoming MTV Centre Stage and MTV Asia Movie Awards.
Apart from the obvious economic benefits, the right mix of events and entertainment raises our international profile and brands Singapore as a trendy and lively city. The events will not only attract Singapore’s target visitor segments of families and young adults, but will be broadcast to millions of viewers in our key markets.
Q: You say economic benefits? What kind of economic benefits would this alliance, in particular, generate?
A: It is estimated that the partnership will yield S$50 million in business spending, create 3,400 seasonal jobs, generate an additional 150,000 visitors and S$100 million in tourism receipts. And that’s not taking into account the broadcast value estimated at S$65 million.
Q: I take it that STB is really only playing a catalytic role in this drive to bring in more entertainment and events into the city?
A: Yes, We hope that companies will build on this momentum and consider Singapore for multiple projects, in entertainment and for other tourism products. Demand is healthy and growing.
Continued private sector support is instrumental in advancing Singapore’s entertainment cluster and MTV’s commitment is one such milestone. Local businesses must continue to invest, innovate and rejuvenate their products to stay competitive for projects that are distinctive and bold. STB is always looking out for quality tourism products and partners.
Q: Can you explain a little about how the private sector can have access to this support? For example, what is the evaluation process and criteria for partnerships such as the one forged with MTV?
A: In evaluating strategic partnerships, we focus on how both parties can bring value over an extended period of time and for multiple projects. Further, the nature and components of each partnership may vary, but broadly-speaking, the projects and/or products:
• Must be aligned with our Tourism 2015 targets.
• Should appeal to Singapore’s target visitor segments.
• Must be experience-focused i.e. Help Singapore brand itself as a world-class and exciting destination, a unique blend of the best of the modern world and rich cultures.
• For entertainment-related partnerships, boost Singapore toward its vision as the “Entertainment Capital of Asia”.
Evidently, for all alliances, a good partner is pertinent.
Q. When Singapore lays claim to wanting to be the “Entertainment Capital of Asia'', it puts itself in the race against Tokyo, Hong Kong and Bangkok. What are Singapore’s strengths vis-à-vis these cities?
A: Singapore ranks well compared to other cities. The nightlife scene is throbbing, with 2005 seeing an exciting wave of brand new entertainment products and many products are lined up for 2006.
The city’s advantages are still a safe and secure environment, efficient business climate and empowering legislation. Some of our neighbours have clamped down on closing times of nightspots, but in Singapore, we have implemented 24-hour licensing and designated 24-hour entertainment precincts that have resulted in new 24-hour concepts and a local scene that is only just heating up.
The Integrated Resorts will also add a whole range of lifestyle and entertainment options to this city. | 
