Mad Events Pte Ltd Case Study

1. Introduction

a. Company Information

Company Name: MAD (Making A Difference) Events Pte Ltd

Event Title: City of Gardeners

Duration: 3 days

Venue: Botanic Gardens (UNESCO World Heritage Site)

Date: 3-5 June 2016 (Friday - Sunday)

Reason why we chose this period: It will be during the school holiday period abd it is also known to be the hottest period in Singapore (non-monsoon season) so as to prevent wet weather risks.

b. About Us

Vision: To create events that make a difference in people’s lives.

Mission: MAD creates unique and engaging events that incorporates fun with professionalism and aims to bring individuals with common passions together.

Main event: Tree Climbing Competition and Carnival

- Non-ticketed event

- Competitors have to pay registration fee

c. Event Objectives (SMART)

1. Attract 40,000 attendees over a span of 3 days

2. Boost tourism receipts through City of Gardeners by 10% of S$20M

3. Promote Singapore as a country developing towards an environmental sustainable technologist and raise awareness on urban greenery

STB injecting S$20M to boost tourism numbers justifying our objective to increase tourism receipts by 10% through our event

http://www.channelnewsasia.com/news/business/singapore/stb-to-launch-s-20m/1769792.html

d. Target Audience

1. Tree Climbers: gather individuals with common passion and interest

2. Families: To educate the children (environment & culture)

3. Tourists: To boost Singapore’s tourism

e. Event Target Size (3-day period)

- 100 Tree Climbers (International)

- 40,000 attendees (inclusive of media)

f. Stakeholders (Suppliers, venue owner etc.)

- STB

- HPB (for the tree climbing)

- LIAS: Landscape Industry Association (Singapore)

- Singapore Arboriculture Society (SAS)

- ISA

- CUGE (co host)

- NParks

2. Tree-Climbing Competition

- Work with ISA (International Society of Arboriculture), can get some ISA members to serve the committees to maintain the rule and regulation

- Co hosts: CUGE, Singapore Arboriculture Society

- Competitors climb a 20ft (approx 6.1m) tree

- SAS assisted in the setting-up of the tree climbing equipment and judging.

- ITCC Competition Rules via Rule Book (http://itcc-isa.com/resources/rules_2015RuleBook_Updated.pdf)

Concept ● 5 Preliminary events:

1. Work Climb

2. Aerial Rescue

3. Throwline

4. Belayed Speed Climb

5. Secured Footlock

● 1 Masters’

● Prizes : $900, $600, $300

● Compete for a chance to win International Championship title and a placing at the World Championship

Registration ● Deadline approx. 21days before event

● Includes waiver form + individual insurance

● City of Gardeners Climbing Championships 2016: Competitive(Adults): $120 (inc tshirt); Recreation:$15(inc tshirt); Kids:$2

● Payment: iBanking, Direct bank transfer, cheque, paypal

● Upon arrival, submission of Completed Gear Check form after equipment assessment

Equipments and Logistics ● Harness

● Helmets

● Ropes

● Scoring Sheets

● Gear Inspection Form

● Participants’ Tshirt

*various equipments can/may be provided by SAS

http://www.treeclimbingasia.org/equipment.php

Before program 1/2 Day Required:

- Event Venue Set Up

- Competitors arrival and check in

- Gear Inspection Meeting

- Climber(Competitors) Walk through and Gear Inspection

Program

VIP: Minister of State for National Development

After Program Celebration Reception

(Event to be sponsored by Shangri La Singapore)

Venue:

Shangri La Singapore

Attendees:

Media partners, Supporting partners, international participants, Platinum sponsors

Objectives:

As most of the platinum sponsors are advocates of green facilities management, the celebration reception would provide a platform for these companies to generate more business leads for future cooperation within the field. Furthermore, with media partners’ presence, it would help to promote Singapore towards greener and sustainable environment.

Manpower ● Belayers (SAS)

○ x2 at kids area

○ x2 at adults

● Time-keepers

○ x2 at competitive

● 25 Judges and officials (Provided by ISA/SAS)

● Gear Check Technicians

○ x20

Leading Event International Tree Climbing Championship- World Championship

Tree Climbing

Category 1. Kids

a. Recreational/Fun

2. Adults (inc. Foreigners)

a. Recreational (Prize:)

b. Competitive (Prize: Championship title, plant tree, money)

(we would propose to have the tourists flying in to stay in one same hotel)

Prizes ● Planting own tree

● Medals

● Monetary prize

● Climber title

Fees 1. Kids: $2

2. Adults

a. Recreational

b. Competitive

Logistics 1. Instructors to belay climbers

3. Carnival Activities

Carnival

Theme Kampong Style (Rationale: Back to our roots)

Activity 1 Photo Booth

- Floral decoration

- Instant Print

Activity 2 Informative Panel (On SG greenery, how it evolved over the years)

*Quiz and collecting chops

- Engages participants to read and learn

- Collect chops and get prize

Activity 3 Terrarium workshops

Activity 4 Mini-Tour bus

- Sightseeing of Singapore’s Green Urban Scape

- Tours would be in intervals

Activity 5 F&B Vendors

- Non-ticketed event

- Audience will pay for their purchases

- Vendors will pay us rental

Activity 6 Retail Vendors

- Eco-friendly