Thursday, June 26, 2008
Event Management Reflection Journal Name: Phua Zai Sheng Admin No.: 0605420I Introduction Samsung Inline Skating Festival 2008 was held on Sunday, 8 June 2008 (9am-4pm) held at Under the Competitive Skating, there are Slalom, 100m Dash and the School Relay. Under the Fun Skating, there are Kids-for-Kids Charity Dash and the Set New Record. For the Fun Carnival Games, there is Fun Carnival with games stall such as Basketball Shootout, Archery, Amazing Maze, Euro Bungie, Airbrush Tattoo and more. In addition, there are live band performances, prize presentation and stage games with celebrity DJs from 98.7FM and YES93.3 FM at the main stage. Tents and Samsung Soul Truck were also setup to display Samsung’s latest electronic products. Background of Samsung Since its founding in 1938, Samsung has maintained a mission statement that responds both to its own change, and to new developments in the world: "Economic contribution to the nation", "Priority to human resources", "Pursuit of rationalism". Each slogan represents significant moments in Samsung's history, reflecting different stages of the company's growth from a domestic industrial leader into a global consumer electronics powerhouse. The digital age has brought revolutionary opportunities and changes to global business. The Samsung Group has responded to these changes and is currently upgrading its business structure, management perspective, and corporate culture to meet global standards. They devote their human resources and technology to create superior products and services, thereby contributing to a better global society. Role of Events to Samsung Place Marketing Image Maker Catalyst Animator Stakeholders -Organizer: Samsung -Media: 98.7FM -Community -Sponsors: MCYS, Singapore Sports Council, H-TWO-O, M-cro, RollersportsSG -Officials -Participants -General Public -Venue Partner: National Park -Non-profit organization: Children’s Cancer Foundation -Business Sector: Shops near the event eg. Burger King, Skate Sports, Wild Turkey, etc. Target Market Marketing Strategies Place- The place of the event was being held at Programming- The programmes of the event which include the competitive skating, fun skating, carnivals and playing games with celebrity DJs are to keep all entertained throughout the whole event and it is cater to all. Pe nizing committee, the guest-of-honour (Mr. Teo Ser Luck), the officials, Managing Director, Samsung Asia Pte Ltd ( Mr. Yoon Kiheung) and the staffs that had play a part in making sure that the registration and programmes run smoothly. Celebrity DJs like ‘The Muttons’ from 98.7FM, Dennis Chong Qing and Pei Fen from YES 93.3FM, joined in the fun and engage in stage games where visitors received hospitality which shape their experience. Promotion- The event was being promoted through the distributing of brochures, postcards and flyers to create awareness of this event. In addition, there is also an official website (http://www.samsungskates.sg/) whereby all the information can be found in it. Mystery gifts, goodie bags and attractive prizes from the lucky draws and as well as the competitive skating, are available so as to attract more people to participate in this event. Partnerships- The event had venue partner with the National Parks whereby National Parks allow Samsung to set up their event at Packaging and Distribution- Public can easily access to their website to do the registration. Registration was also available on that day of the event itself too. Goodie bags were given to those who register. Rate the organization of the event Personally, I felt that this was a very meaningful event. Firstly, it helps to bring all the skates enthusiasts from all over the country to compete with each other whereby they are able to learn from one another. Secondly, this event has activities and programmes for families to get together Thirdly, this event also promotes healthy lifestyle whereby people are engage in some form of sports and exercises for a healthier lifestyle. Fourthly, it is a chance for people to participate in setting a new record for Team Lastly and most importantly, skate for a cause whereby kids who are 4 years old and above to sign up in the Kids-for-Kids Charity Dash. It is part of the community initiative by Samsung, this event is in aid to the underprivileged kids whereby S$10 will be donated for every 10m covered by each participant to the assigned charitable organization, Children’s Cancer Foundation. I think that this event is very enjoyable with many chances of winning Samsung’s product prizes, yet at the same time, something meaningful was also achieved to help the underprivileged kids. However, the tents are not big enough to keep everyone under shelter if it starts to rain. And also, when it comes to the prize presentation and lucky draw, many of the people are unaware that it’s ongoing which resulted in a slight delay and change to the prize presentation to the winner of the competitive skating. Participants were not well informed about it. During the lucky draw was the same as well, they have to repick the lucky winner as quite a few of them were not around. It was a wasted opportunity for those who were not aware. But nonetheless, the overall atmosphere was great with all the cheering for those lucky winners. Potential of the Event to meet Local Demand busy with their school work and parents are also busy working, with no much time left for their family to gather together and have fun. With this Samsung Inline Skating Festival 2008, people are able to participate to do some sports as part of the activity in leading a healthy lifestyle and at the same time it acts as a family-day-out . It is a local/community event whereby it encourages participation in sports activities. It is an event that not only skate enthusiasts can take part but also people can participate in event that is able to do charity, set record and have fun. To further enhance the event to meet the locals’ demand of being health conscious, the event can actually include other sports like cycling and marathon to attract more people and create a whole new experience. Aligning Value of the Event with the Tourism As sports tourism is getting more popular in In order to attain that, Samsung Inline Skating Festival, a local/community event, has the potential to become a hallmark event and attract a large number of visitors in the future. Samsung can make the event to a large scale where it creates awareness to not only the locals but also the tourists to come and participate. This will eventually increase the contribution to the Appendices
This event had created positive images for Samsung as it shows part of the community initiative by Samsung to promote healthy lifestyle through skating where it can improve the quality of life of the community. In addition, Samsung also shows their commitment to make a lasting social contribution to the community by aiding the underprivileged kids whereby S$10 will be donated for every 10m covered by each participant at the Kids-for-Kids Dash to the Children’s Cancer Foundation.
Samsung organize this sporty yet charitable event to further enhance their social responsibilities in contributing to the social community where they are involved with community activities to make their customers’ lives just a little happier.
This event is a catalyst for Samsung to stimulate business as tents and a truck call the Samsung soul truck which is being modified are setup to display their latest electronic devices to the public. This allows them to have a feel and a first-hand experience of the devices where it will increase the sales of the product if the people are interested.
With the event held at 
The targeted markets of this event are mainly the skate’s enthusiasts who are 4 years old and above and their family members to join in the fun with all the fun-filled activities specially organized by Samsung and at the same time keeping a healthy lifestyle.
Product- The product is the Samsung Inline Skating Festival 2008 and the experiences of the competitive skating, fun skating and fun carnival games that the participants went through.
ople- The people who were involved in this event are the participants taking part in the in different skating categories, the orga
At the scale of 1 to 10, I will rate the event 8/10. I think that this event is considered a very successful one as it was a well-organized event. The atmosphere was amusing whereby most of the people and families, including the participants are having fun at the fun carnival games. The activities and programmes were being carried out smoothly, where everything was organized with tents catering to registration, First-Aid, stage, product display area and many other fun stalls. Everything is clearly stated on signs and this makes it very easy for people to find their way to the respective place they want to go without having to ask around. Safety precautions were also taken whereby there was a First-Aid corner and an ambulance was on standby at the nearby carpark. There were enough activities to keep the people occupied and in addition, there was a live band performing.
and to have fun together. It is a good opportunity for family members to get together and have fun and have some bonding among them.
It definitely has the potential to meet local demand as nowadays, people are getting wealthier and are getting more health conscious. Most of people are now very
According to the Singapore Tourism Board’s (STB) website, the tourism mission of 
Brochure
Route Map
Amazing Maze
School Relay
Slalom
Samsung Soul Truck
Flag-Off Stage
Live Band
Basketball Shootout
