Singapore has perhaps the most developed international meetings industry in the world and has headed both the ICCA and UIA destination rankings for Asia. If it does have an Achilles heal, then Singapore has maybe suffered from a perception of cleanliness and efficiency at the expense of excitement.
Fast construction of integrated resorts on the island state has changed this dynamic and now delegates at Suntec of Singex or any of Singapore’s convention hotels can head to a theme park, zoo or waterworld to hold events.
Singapore is a tropical island and Jurong Bird Park offers delegates lunch with parrots (and their trainers) and, for the more active, a falconer programme. And, if lunch is strictly for the birds, then dinner with the penguins is another offer.
The Singapore Night Safari offers many options for groups including a five-course meal served in a candlelit setting with wildlife encounters across seven animal kingdoms.
Singapore’s Sentosa resort offers its Songs of the Sea show, complete with pyrotechnics. Delegates who prefer to be actors rather than spectators can have a go at the Wave House negotiating 10-ft barrel waves.
The Singapore Flyer big wheel can be hired for events, including private breakfast and High Tea flights, with express boarding and butlers on hand.
And, if you’re afraid of heights, the island’s Underwater World can offer you dinner with a shark in the Dolphin Suite.While West meets East with the New York Street Party package on offer at Universal Studios Singapore.
UK style
The UK’s Butlin’s brand has long been perceived as a rather old-fashioned, budget leisure option. But corporates looking for value are considering the theme park experience for teambuilding.
National Sales Manager for Butlin’s Events Simon Jones says revenues jumped 20 per cent this financial year thanks to corporate bookings from the likes of John Lewis and Hasbro.
The Shoreline Conference Centre at Butlin’s in Bognor Regis (a town where royalty holidayed), can host 550 people.
“Our large on-site hotel capacity alongside the conference facilities, means organisers have everything they need in one place,” says Jones.
The LEGOLAND Windsor Resort Hotel near London is a fully LEGO themed destination built in March 2012 and equipped for hosting conferences and events. Jens Andersen, Hotel Director, says: “Corporate guests walk into the lobby and think ‘wow, this is full on’ and then they come into the adjoining LEGO Suite, our corporate-only space, think: ‘We can do business here and have fun’.”
Conference planners can tailor their events to involve the LEGO theme, from creative team training sessions or dinner in the Knight’s Kingdom Castle, to a forced march by Stormtroopers to the LEGO Star Wars Gallery for cocktails with Darth Vader.
LEGOLAND Windsor had two million visitors in 2012 and 90 companies including Heinz, Kraft, O2 and Microsoft. The incentives offer includes model making workshops and exclusive ‘dine and ride’ evening park experiences.
“The values that LEGO stands for, the environment they have built and activities provided were excellent,” says a Microsoft’s spokesperson. “The hotel rooms were the talk of the event and the team were flexible about how we wanted to use the facilities.”
With family fun a key element of the brief from the agency acting for Fiat, LEGOLAND was the choice for a week-long media launch event for the new Fiat 500L.
“The venue had never been used for an automotive event,” says Tess Roscoe, Director at the Tebays agency organising the event. One hundred journalists attended the launch which was high impact from the start.
Product presentations and interaction with senior Fiat personnel was then made over pre-dinner drinks in the interactive Skyline bar before moving through LEGOLAND to Knights Kingdom and dinner in the centrepiece Royal Castle. The next day journalists went for their Fiat 500L test drives around Windsor. “We were delighted with the event and subsequent coverage. People loved being in a fun environment,” says Roscoe.
“Business Development Manager at Alton Towers Resort in Staffordshire, UK, Ellie Jones, says: “Having a theme park as part of your venue obviously sets you aside from the majority of venues, but it also allows you to be creative when it comes to event theming, menus, entertainment, accommodation and teambuilding activities.”
By the beginning of July 2013 Alton Towers, which has five main event spaces for up to 1,284 delegates, had exceeded its targets for 2013.
The Backlot Concert Area can host live events for up to 14,500 people.
Homebase, the DIY retailer, held its Peak 12 Awards at Alton Towers, with delegates using the park the next day.
Thorpe Park in Surrey, UK, meanwhile, styles itself as the ‘Thrill Capital’ and offers rides including Stealth, Colossus and SAW. Microsoft, Nissan and eBay are among the corporates tapping into the adrenaline rush, using the Lake View Suite which can accommodate 800 guests for receptions and 450 for meetings.
Disney experience
While Africa has many natural themed safari parks, some able to accommodate small meetings and events, Zimbabwe has outlined plans for a £200m African ‘Disneyland’ at Victoria Falls where conference facilities are part of tourism minister Walter Mzembi’s plans.
The world of Walt Disney offers numerous venues and packages across its US estate in California and Orlando. For those wanting the Disney brand in more exotic locations, The Aulani Disney Resort & Spa in Hawaii and Hong Kong Disneyland Resort are worth checking.
In Disneyland Paris two new packages are aimed at the Christmas event market. ‘Christmas Vibes’ is available as a jazz or a gospel theme party, while big band hits from the golden era of the Charleston are on offer in the ‘Chicago’ package.
The Disney Business Solutions brand in Paris posted a record turnover this year, according to Laura Faure, Senior Manager Marketing and International Solutions. The market for conventions, however, she admits, continues to be “tough”. Private high luxury parties and events, Faure says, is where the new demand and revenue stream is coming from and notes that the Business Solutions target is to do half of all the events business through special events.
Whether high end in Paris or bargain basement at Butlin’s in Bognor, the theme park is worth a look whatever your events budget.
This was first published in issue 73/2013 of CMW. Any comments? Email cmw@mashmedia.net
