Park and sideshows to make visitors stay for more days

The Straits Times, May 15, 2007
by LEONARD LIM


ONE of the challenges in making next year's Singapore Grand Prix the best in the world is 'persuading' tourists who come for the race to stay here longer than a week.

This means giving them more than just fast cars whizzing by.

And one idea being explored by Singapore GP, the firm managing the Formula One race here, is a 'circuit park' in the Marina Bay area.

'We want the whole town humming,' said Michael Roche, executive director of Singapore GP.

'We want to keep people here for two weeks, not two days.'

Within the park, Singaporeans and tourists can look forward to a variety of entertainment events, and perhaps even concerts by prominent artistes.

'Whether having a New Orleans band or another kind of band as part of the entertainment, we want to study all of that,' said Roche.

As the plans are still in the preliminary stage, the 49-year-old could not say if the park would be contained within the circuit area or spill over to neighbouring places.

Open areas, such as the Padang and the Esplanade Park which lie along the 5.26 km race route, are ideal.

The Republic will host its first F1 race next September or October on a street circuit in the Marina Bay area, with the route passing by attractions such as the Singapore Flyer and the Esplanade.

Roche, who is also the director of music events promotion company Lushington Entertainments, is considering bringing in a big-name star during the race period.

Among the music celebrities Lushington has brought here are Elton John, the Eagles and Michael Jackson.

But it is not all about Singapore GP running the show.

Roche insisted that other parties should get involved to make the whole Marina Bay area as 'vibrant and happening' as possible in the days before and after the race.

'We want to be inclusive as well,' said Roche, who will oversee the sales and marketing aspects of the F1 race.

'The museums could be roped in, for example, and one of them could bring in a wonderful sculpture or artist.

'Maybe nightspot Zouk could do a special programme during the F1 period.'

The Singapore Tourism Board expects over 80,000 visitors during the race period.

And, the longer the tourists stay, the more they will spend on accommodation, food and beverage, and retail, thus giving a fillip to Singapore's tourism industry and economy.

The STB and Singapore GP are working together to attract as many visitors as possible.

Said Lawrence Leong, STB's director of F1 Projects: 'The STB will consider how best to leverage on the Singapore Grand Prix to raise our international profile and maximise tourism spin-offs and find benefits for all stakeholders, including identifying suitable events and festivities for the September-October period.

'Also, STB will work closely with industry partners to draw high net-worth individuals here during the race.'

With Singapore's reputation for providing good food, having top-class food and beverage outlets along the route is also on the cards.

But Roche emphasised this would be within certain limits.

'The F1 contract specifies the brands that can be associated with it.

'We can't just bring in a coffee chain or a big-brand restaurant and stick it in the middle of the circuit park with all their signages.

'But what we're trying to do with APM, which is the sub-company of F1, is make something that is Singapore-specific.

'We certainly want great F&B, because of the Singapore and Asian culture and our reputation.

'It's important and we've highlighted that all the way through.'

It might be early days yet, but from the looks of it, the Singapore GP organisers want to make it one big, happening party when the F1 circus comes to town.