How the race works
Considered as the brainchild of Fronterra, the dragontug rules are as follows.
Each match would consist of 2 teams (consisting of 12 crews each), at the blast of the horn, both teams have to sprint towards the flag while having a tough cable secured to the end of the boat. The winner is determined by being the first to grab the victory flag.
As seen by the diagram below, the boats will be retrained by a common rope, this means that the stronger boat will have to exert strength to push forward in the water, while countering the strength and momentum of the opposing team. It is certainly a test of strength and endurance.
Role of events to the organizer (or attraction/venue)
Dragontug’s role is seen as a competition against strength and endurance, the event organizers aims to bring the sport out of Singapore to competitions such as the Annual SEA League.
Dragontug actually draw more interest and focus to Singapore River @ One Fullerton. Set against scenic background of the Esplanade with the Merlion in plain view, it can prove to be free publicity for the tourist attraction. Through various form of media coverage and word of mouth, it will help promote Singapore and draw more tourists to the area.
Organiser
Organized by Fronterra, which is an internationally orientated sport-design company, who specialize in creating new sports through existing sports. The Dragon Tug is held for the second time consecutive year.
Their expertise mainly comes from the management teams as the members themselves are professional athletes who have represented Singapore in international competitions such as the SEA Games and out tournaments, from dragon boat racing, rowing to adventure course etc.
Their services include event creation & management, marketing, as well ands sports consulting & research.
Fronterra’s role in Dragon Tug
The role of the organizer is to create and manage the event, this includes crowd control, as well as taking care of the needs of the competitors. Upon my arrival, I noticed that there were tables and tents set up, and each tent has the name of the participating teams, furthermore, registration tents as well as red bull stores were set up. It is apparent that Fronterra’s did the following
- Scouting and booking of location (Singapore River)
- Marketing of the event via means of website ( on Fronterra’s website and on dragontug Website)
- Hiring of paid volunteers
- Event creation, planning and execution
- Logistic (Setting up of booths, tents, safety boats and first aid stand, temporary toilets, goody bags)
- Liaising with Sponsors, supplier and participating companies
- Setting up of posters, banners and signs, preparation of prizes, boats and oars
Stakeholders It is observed that Fronterra has to deal with the stakeholders during the duration of the events. Stakeholders such as the sponsors, (New Balance, Sharp Aquos, Men Health magazines, TSW and St. James Power Station, Red Bull etc. ) participants (DBS, PUB, Canadian Dragons, OCBC etc.) Suppliers and Retailers (Tents were seen selling Crocs rubber shoes and drinks), Tourists and parties interested in watching the events, Guests of honor as well as the media.
Target Market
It is also noticed that the event targets mainly at corporate office, as participants usually join their company’s dragon boat team. Interviewing a lady whose husband is a participant of the race, she said that her husband had joined the race through his company which makes us believe that the target market is towards companies and organizations.
However it may also be targeted towards tourists and able bodied people, as the dragon boat has been modified, curious tourists and passerbys may be curious to find out more about this sport.
An e-mail interview with Lina, an employee with Fronterra, shows that Fronterra also targets dragon boat clubs from local and overseas.
Marketing Strategy applied
Product
The organization markets the event as a dragon boat race with a twist. Unlike conventional dragonboat races, dragon tug is restricted within a racing arena, providing a ‘stadium’ style showmanship; capturing spectators’ attention for the duration of the whole race.
Place
As the race is located near the city centre and just a few stops near Orchard Road, the event can be easily accessed by locals and tourists alike. Promotion of the events can also be made when tourist attractions like The Esplanade or Sistic promote the event in their catalogue along with other events and attractions.
Program
As mentioned earlier dragontug is being promoted as an unconventional dragon boat race, instead of a straight course race ranging between 0.3km to 1km, it is actually a tugging race on water.
To create an identity, all participants were given T-Shirt with the “Ultimate Tug Of War” phrase printed on it. Medals were also given to the winning team. Furthermore a place has been specially set with indoor rowing facilities and games such as fishing for cans under icy conditions.
The program also provides food and water to serve the needs of the contestants, the volunteers, guests etc .
Promotions
Other then onsite banners and posters at the arena, the collators are also places at locations which their target market will frequent. dragontug has its own official website and has also been mentioned in the official webpage of Fronterra. It is also understood that Fronterra also emails to contacts in their database, as well as promoting their event via the website of the Singapore Tourism Board.
Packaging & Distribution
Participants receives goody bag comprising of men’s health magazine, NEWater and a T-shirt as part of the whole event experience. This items will help recipients in creating an overall positive experience, it can also serve as a form of promotion (e.g. participants wears T-shirt outdoors and hence creates free publicity)
The event is also packaged to portray hype and energy, with fast and rhythmic music and a very enthusiastic DJ as well as food stalls, it draws curious passerbys to the event and at the same time keeps the people present entertained.
Price
From their website, it is understood that all participants have to pay a fee of $22 each, while early birds get to pay only a fee of $17. In addition for that, members have to pay a fee of $17 for the various themes.
Companies or participating groups may also be interested in the corporate hospitality package at a cost of $550 per team (maximum 15 members) excluding 15pax.
It is noted that the fee charged is quite reasonable considering the targeted market consists of working adults who will be able to afford the cost, furthermore, participants get a rewarding and memorable experience as well as mementoes (e.g. medals, goodybags etc) for less then $50.
Rating of the event’s organization
I would rate a 7 out of 10 for the event as it is observed that the event has covered all the basic form of necessity such as a registration booth, public toilets and first aid station. They have also ensured that everyone would be able to hear the announcement (within its parameters) via the use of speakers.
The event has also placed signage and posters to direct participants and spectators. Event helpers are at hand to assist a curious traveller as well. Furthermore, it is noted that the organizers have taken care of the participants’ needs by cooperating with stall vendors and red bull (for energy boost).
It is also noted that clear rules and regulations as well as an literary of the day’s events is clearly defined in the website.
However, to be honest, if I was not informed about the event by my teacher, I would have missed the whole race totally as it not as well publicized as other events such as Adidas night race. Furthermore, the whole visual aspect of the match is ruin by the bags strewn all over the floors, there were no lockers or pr
oper storage for the participants belongings, and if one does not know about the event, they would have thought it was some kind of refugee area!Furthermore, despite having the basic amenities, participants are usually left to their own devices when it comes to resting, the participating groups are only provided with a tent.
Event's Potential to meet tourist demand
The uniqueness of the event has the draw to attract tourists especially for people who are engaged in sports and adventure tourism. Furthermore, with the proper channels used in advertising (e.g. sports magazines, newsletters, e-adverts on popular websites) dragon tugging may have the potential to become the next ‘Chingay’ – meaning that it will be a Singapore event well-known locally and internationally.
Aligning the value of Dragontug with the tourism mission of Singapore.
As mentioned earlier, Dragontug has the potential to be the next Chingay, meaning that people will automatically relate Dragon Tug to Singapore, hence boosting tourism, and in a way align STB’s mission to develop & champion tourism, so as to build the sector into a key force for Singapore’s economic growth.
How the value of the DragonTug can be raised is based on the network of the organization as well as the success of the event. The connections the organizer have with various organizations would have a great impact in promoting the event. Furthermore, free publicity comes from word-of-mouth, hence it is important to create an enjoyable and memorable experience for various stakeholders of the event.
For More Information on DragonTug and Fronterra:
The Ultimate DragonTug Official Website:
http://www.dragontug.com/general_info.php
Fronterra:
http://www.fronterragroup.com/expertise.html
~EnD~
Labels: Events
