Inspiring incentives

Enhancements to existing incentive programmes are necessary to appeal more to lucrative MICE markets. By Paige Lee Pei Qi

Singapore has her eye set on the lucrative incentive market from China and India, luring them with exclusive and premium tailored experiences through the In Singapore Incentives & Rewards (INSPIRE) programme.

The programme, which was revamped late last year, has since been extended to end 2015. Recent enhancements for the Indian programme include customised food menus and VIP access to popular attractions.

Chang Chee Pey, executive director, South Asia, Middle East and Africa, Singapore Tourism Board (STB), said: “The revamped INSPIRE brings more exclusive privileges and activities customised to satisfy the evolving preferences of India’s incentive travel segment, who are now looking for experiences that are compelling, immersive and sophisticated.”

The new INSPIRE activities include complimentary dining experiences suited to the Indian palate at Singapore’s newest attractions. These include a buffet spread at the Flower Field Hall at Gardens By The Bay, with access to the Flower Dome and the Cloud forest; cocktail session at Madame Tussauds; a dinner on the beach at Sentosa; and Indian vegetarian buffet breakfasts at Resorts World Sentosa’s (RWS) Adventure Cove Waterpark and Universal Studios Singapore (USS).

VIP access to popular attractions, such as early entry into Adventure Cove Waterpark and priority access to enjoy the Revenge of the Mummy ride at USS are also part of the new additions.

The INSPIRE programme was launched in India and China in 2013 and 2014, respectively, with major stakeholders such as Changi Airport Group, Gardens by the Bay, RWS, Sentosa Leisure Group, Singapore Turf Club and Wildlife Reserves Singapore.

Chinese and Indian incentive groups can enjoy curated itineraries that are unlike the typical tourist programmes. For example, RWS will provide welcome cocktails with a meet-and-greet session with movie characters at USS. The Night Safari will also offer complimentary welcome drinks and an exclusive animal appearance for incentive groups.

Vijay Dadhich, managing director of Blue Moon Travels, said the programme will help generate greater interest in Singapore.

“This is an attractive initiative because Indians are always looking for unique experiences to do something different,” commented Dadhich.

According to RWS spokesman Clement Ng, China, Malaysia and India are the property’s top three MICE clientele and each of these markets have grown by about 10 to 20 per cent annually over the past five years.

Ng said unique venues within RWS have been popular with corporate event organisers. Hot picks include USS’ New York Street zone, which can seat 1,500 guests for evening functions, and the Waterworld Stunt Show Amphitheatre which can seat 3,500 delegates, and offers pyrotechnics and stunt performances.

While these top attractions are ready to do things differently to welcome incentive groups, Michael Chiay, senior director, meetings & events, Asia Pacific at Carlson Wagonlit Travel, pointed out that it is a challenge for planners to get the right venue with the right capacity at the right price.

Chiay explained: “For non-hotel venues, organising dinners for more than 300 delegates may be difficult, and for large group that can only be supported by integrated resorts, the costs can be high.”

He added: “Nevertheless, Singapore still stands out because of its international accessibility and central location within the Asia-Pacific region and for its great infrastructure and safe reputation.”

Matthew Smith, director of performance improvement, MCI Group Asia Pacific, also opined that Singapore is rarely seen as an incentive destination, but more of one that is strong in conventions and conferences.

To address this limitation, INSPIRE seeks to inject unique programmes into existing attractions to help boost Singapore’s appeal as an incentive destination.

Jeannie Lim, executive director, conventions, meetings & incentive travel, STB, added that incentive travel is one of the growth areas the tourism board is focusing on. To boost this segment, STB has collaborated with Singapore Airlines and Changi Airport Group to increase international marketing efforts to promote MICE traffic to Singapore.

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{Catering to exquisite taste buds}

My Private Chef is able to source for unique venues like Tanjong Pagar Railway Station

Known among locals and visitors as a foodie’s paradise, Singapore has no lack of gastronomic delights that come at all price points. Adventurous business event groups can hold a dine-around programme at various popular hawker centres to give their foreign delegates a true taste of local favourites, while planners with a more traditional group can simply reserve a table or two at one of the city’s restaurants headed by Michelin-star chefs.

But when new experiences in the Lion City are desired, it may be time to consider a tailored dining event with a unique theme in a unique location, and with a unique menu crafted by a handpicked chef.

That’s what My Private Chef promises to deliver. The company in Singapore specialises in creating memorable event experiences for corporate and private clients, and works with many talented and entertaining chefs, each specialising in a different cuisine, to deliver top notch food that reflects the organiser’s message and objectives.

My Private Chef has done offsite gala dinners for corporate groups and boardroom dining which involves an elaborate meal being prepared and served in an office meeting room.

Founder and director, Crystal Chua, told TTGmice that boardroom dining is an increasingly popular option with C-level guests.

“In the past, the meeting would adjourn and delegates would go to a restaurant for lunch or dinner in a private room. These days, offices are so beautifully designed and they come with their own meeting venues. The office boardroom often makes a suitable venue for social gatherings. Furthermore, dining in the office is less disruptive for guests who want to return to business quickly after their meal,” said Chua.

For gala dinners, My Private Chef gets involved from the get-go, working with clients to conceptualise the event, ensuring the theme gels with the purpose of the rest of the conference programme. The company will source for a suitable venue, identify a chef who will design the menu and lead the kitchen, and hire entertainment – often emerging local talents – and staging equipment.

“We often go abroad to source for talented chefs, and at clients’ request, we’ve also engaged celebrity chefs. Clients like featuring celebrity chefs, as that is impressive and encourages more of their VIPs to confirm their attendance,” Chua added.

Chua believes that presenting food in interesting ways can encourage guest interaction and make the event more memorable.

At a private dinner function hosted by a bank at Gardens by the Bay, My Private Chef incorporated the garden theme into its food and created an attractive vertical garden-themed dessert using macarons and chocolate bumblebees. For a dinner hosted by an aesthetic clinic, My Private Chef had food items served in syringes.

Receptions with canapés cost about S$200 (US$280) per person while a banquet in a unique location, such as the historical Tanjong Pagar Railway Station, along with entertainment is priced from S$350 per pax.

“Such tailored dining events don’t come cheap, hence we often have financial institutions, and oil and gas firms knocking on our doors for events with VIP clientele,” she said. – Karen Yue

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Gardens by the Bay

Rodney Yew, managing director of Discovery Holidays, shares three of his favourite activities in the Lion City

Shopping along Orchard Road 

A visit to Singapore would not be complete without visiting Orchard Road, the country’s iconic shopping belt. The shopping and nightlife there is enough to keep your eyes and wallets busy. If you are visiting during the Christmas period, it gets better because the lights and sounds there are vibrant.

Rediscover your inner child

All adults and children can enjoy themselves at Universal Studios Singapore because there are so many rides, shows and attractions there. I suggest that they devote one full day to this place. It is like being in another world, where you can meet and greet cartoon characters. This will guarantee a very enjoyable experience.

Visit a fantasy garden 

Gardens by the Bay is a huge garden in the city, and the flowers and trees there are really beautiful. When everything is lit up at dusk, there is a very magical feeling about the place. There are a lot of photo taking opportunities for sure.

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