Event planning: The Southeast Asian Games

1. Introduction to event

The 2015 Southeast Asian Games, officially known as the 28^th Southeast Asian Games or 28^th Sea Games is a multi-sport event hosted by the city-state of Singapore. Sea games is held once in two years since 1959 and the first time is held in Thailand, Bangkok. The games are under regulation of the Southeast Asian Games Federation with supervision by the International Olympic Committee (IOC) and the Olympic Council of Asia. The games are participated by 11 countries which are Malaysia, Thailand, Singapore, Indonesia, Philippines, Vietnam, Myanmar, Cambodia, Timor-Leste, Brunei and Laos (28^th SEA Games, 2015).

Singapore is the fourth time has hosted Southeast Asian Games since 1993, after a 22-year long hiatus. The 28th Southeast Asian Games was held from 5^th June 2015 until 16^th June 2015 at the Singapore Sports Hub as main sporting location. The SEA Games was conceived as an expedient to avail forge vigorous regional cooperation, understanding and unity within the South East Asian community. It was established to be a bi-annual multi-sports event to take place between the years when the Olympic Games and the Asian Games were held. In addition to that, about 7000 athletes from 11 participating nations with 36 sports and 402 events will feature in the 28^th Southeast Asian Games Singapore 2015.

In 2011 during the 26th Southeast Asian Games, held in Indonesian cities Palembang and Jakarta, as the host of the 28th Southeast Asian Games of 2015, Singapore has been nominated to host the event in 2007 and 2013 before, but turned down both opportunities referring to costs connected with the construction of the new Singapore Sports Hub.

The 28^th SEA Games will show the people of the Southeast Asia that success ultimately comes to ordinary people with extraordinary dreams. It’s not about having a champion, but inspiring the champion that is inside each of us.

2. Stakeholder of the event

People and organisations with a legitimate interest in the outcomes of an event are known as stakeholders. The successful event manager must be able to identify the range of stakeholders in an event and manage their individual needs, which will sometimes overlap and conflict (Johnny et al, 2007). As with event impacts, the event will be judged by its success in balancing the competing needs, expectations and interests of a diverse range of stakeholders. When asked the question ‘what makes an event successful’, there are now numerous shareholders that are key components of modern major events that are looking at a whole range of different measures of success. Thus, the stakeholders that I have chosen for discussion of the event impacts are the government and the sponsorship.

The first stakeholders that I have chosen is the organizer of the 28^th Southeast Asian Games, which is the Singapore Sports Council (SSC) as it relates to stakeholders of government of Singapore. The Singapore Sports Council (SSC) is the national sports agency responsible for engendering access, opportunities and capabilities for individuals to live better through sports. Through Vision 2030, Singapore Sports Council seeks to employ sports as a national strategy to stimulate positive, deeply embedded values for Singaporeans and Singapore. Singapore Sports Council was founded in 1973, through the merger of the National Sports Promotion Board (NSPB) and the National Stadium Corporation (NSC). It engenders opportunities for people to excel in sports; opportunities for people to be engaged in sports as, coaches, officials, volunteers or fans and opportunities for people to do business in sports as sponsors and investors.

Singapore is a sovereign republic, with a legal system based on the English common law. The Constitution lays down the fundamental principles and basic framework for the three organs of state, namely, the Executive, the Legislative and the Judiciary. The Executive comprises the Cabinet, which is responsible for the general direction of the Government and accountable to Parliament. The Legislature comprises the Parliament and is the legislative authority responsible for enacting legislation. More information on the history of Parliament, Parliament House and activities of the House can be obtained from its website. The Judiciary’s function is to independently administer justice. The Judiciary is safeguarded by the Constitution.

The Prime Minister of Singapore is appointed by the President of Singapore under Article 25 of the Constitution. The President, acting on the advice of the Prime Minister, also appoints other Ministers from among the Members of Parliament. The Prime Minister is the effective head of the executive branch of government. He chairs the Cabinet, which is the central decision-making body of the executive government. It is an organ of state and central to Singapore’s system of government. Click for more information on the Cabinet appointments.

In order to attract sponsorships, event managers must offer tangible benefits to sponsors, and effective programs to deliver them. Large corporations such as Coca-Cola, 100 Plus and Telstra receive hundreds of sponsorship applications each week, and only consider those events that have a close fit with corporate objectives and a demonstrable ability to deliver benefits. For the event, sponsorship is therefore much more than a means of boosting revenues, but must also meet the needs and objectives of its sponsors (William et al, 2007).

Therefore, the second stakeholders that I have chosen is the main sponsor of 28^th Southeast Asian Games, which is the NTUC FairPrice and NTUC FairPrice Foundation. NTUC Fairprice Co-operative Ltd was founded by the labour movement in 1973, with a social mission to moderate the cost of living in Singapore. From one supermarket, it has grown to become Singapore’s largest retailer serving about 430,000 shoppers daily, with a network of over 120 outlets, comprising FairPrice supermarkets, FairPrice Finest and FairPriceXtra. Its convenience stores, FairPrice Xpress and Cheers, has a network spanning over 160 convenience stores island wide and serves over 100,000 customers daily. NTUC FairPrice also owns a Fresh Food Distribution Centre and a centralised warehousing and distribution company.

Today, with its multiple retail formats serving the varied needs and interests of people from all walks of life, NTUC FairPrice has kept pace with the changing needs of its customers while remaining committed to its social mission and its aspiration to be Singapore’s leading world-class retailer with a heart.

Guided by the philosophy to do well in order to do good for the community, NTUC FairPrice set up the FairPrice Foundation in 2008 to focus its giving efforts to provide a better life for the community. FairPrice Foundation focuses its giving on three strategic thrusts – the poor and needy, nation building and community bonding, and advancing workers’ welfare. FairPrice has since donated $76 million to the Foundation to further these three areas of focus.

3. Political benefits of the event towards chosen stakeholder

Based on the details above, political benefits towards NTUC FairPrice and NTUC FairPrice Foundation is increase international prestige. In Singapore, NTUC FairPrice’s sponsorship of 28^th Sea Games gave it the benefits of getting its brand name quickly recognised in the Singapore market. It is important for event managers to identify exactly what NTUC FairPrice want from 28^th Sea Games and what the 28^th Sea Games can deliver for them. They may be seeking mechanisms to drive sales, or want to strengthen client relationships through 28^th Sea Games to increase their international prestige and to attract more new customer.

Besides, political benefits towards NTUC FairPrice and NTUC FairPrice Foundation and the government of Singapore is promoting social cohesion. The sponsorship will include SGD $2 million cash from FairPrice Foundation and SGD $3 million value in kind from NTUC FairPrice to the 28th Sea Games in support of the region’s most prestigious multisport event. This is the largest donation FairPrice and FairPrice Foundation have made to a sporting event to date. This is an ideal partnership for the organizer of 28^th SEA Games which are Singapore Sports Council (SSC) as NTUC FairPrice has a strong relationship with the community. As part of FairPrice Foundation’s aim to create a better life for the community, the Foundation supports major activities and social community projects that cater to Singaporeans at large, to foster closer relationships among the community.

4. Economic benefits of the event towards chosen stakeholder

A primary concern of an event entrepreneur or host organisation is whether an event is within budget and, hopefully, results in a surplus or profit. This is a simple matter of whether the income from sponsorship, merchandise and ticket sales exceeds the costs of conducting and marketing the event. However, from the perspectives of the host communities and governments, a wider range of economic impacts is often of equal or greater significance. Therefore, economic benefits towards government are business opportunities and employment creation.

Events can provide their host communities with a strong platform for showcasing their expertise, hosting potential investors and promoting new business opportunities. During the 28^th SEA Games, the government of Singapore spent

5. Environmental benefits of the event towards chosen stakeholder

A major event may require an environmental impact assessment before council permission is granted for it to proceed. Even if a formal study is not required, the event manager should carefully consider the likely impact of the event on the environment. This impact will be fairly contained if the event is to be held in a suitable purpose-built venue, for example, a stadium, sportsground, showground or entertainment centre, but may be much greater if the event is to be held in a public space not ordinarily reserved for events such as a park, town square or street. Crowd movement and control, noise levels, access and parking will often be important considerations. Therefore, environmental benefits towards government is increased environmental awareness and urban transformation and renewal.

Firstly, environmental benefits towards government is increased environmental awareness. Governments of Singapore in 28^th Sea Games, are increasingly using public education and legislation to promote the recycling of waste materials and reduce the amount of waste going to landfill. 28^th Sea Games are targeted as opportunities to demonstrate best practice models in waste management and to change public attitudes and habits. Incorporating a waste management plan into the overall event plan has become increasingly good policy. Audience of the 28^th Sea Games expectations and the health of the environment require that events demonstrate good waste management principles and provide models for recycling. The waste-wise event manager (government) will reap not only economic benefits, but also the approval of an increasing environmentally aware public.

Secondly, environmental benefits towards government is urban transformation and renewal. In the staging of large events in Singapore such as this 28^th Sea Games, the provision of infrastructure is often a costly budget component, but this expenditure usually results in an improved environment and facilities for Singapore, and provides a strong incentive for Singapore to act as host. The government of Singapore has been constructed the original stadium to a new sport complex, which is the Singapore Sports Hub and it will be Singapore’s premier land and sea sports, entertainment and lifestyle destination. The Singapore Sports Hub is a state-of-the-art, fully integrated sports, entertainment and lifestyle hub that will allow everyone in Singapore to watch, play and support sports and entertainment. Featuring a unique cluster development of integrated world-class sports facilities within the city, it will not only spur the development of the sports industry, excellence and participation, but also take sports to the next level in Singapore.

6. Other Related Information

Reference List

1. 28^th SEA Games. Available from: < https://www.seagames2015.com >

2. NTUC FairPrice. Available from: < www.fairprice.com.sg >

3. Government Singapore. Available from: < www.fairprice.com.sg >

4. Johnny Allen, William O’Toole, Robert Harris, Ian McDonnell, 2007. Festival & Special Event Management, Irwin, Sydney.

5. Jonathan Wong, 2015. Singapore SEA Games Budget. Available from: <http://www.gov.sg/government/web/content/61466480471bdd139c90dc5660466bae/20150129_ST_SporesSEAGamesbudget3245m.pdf?MOD=AJPERES&useDefaultText=0&useDefaultDesc=0>