Tourism board seeks offshore arts dollars.
SINGAPORE Arts tourism is big business. That was the resounding message from Jed Bernstein, president of the League of American Theaters and Producers, at a recent seminar organized by the Singapore Tourism Board.Bernstein's Broadway model is being studied by an island state anxious to make itself more attractive to overseas visitors -- and with aspirations of establishing itself as the arts hub of Southeast Asia.
Bernstein outlined the benefits of cultural tourism in terms of cold, hard cash.
"According to a study organized by my organization, Broadway's annual audience of nearly 12 million people generated a total economic impact of $2.7 billion last year. With over half of those being tourists, we're talking about a $1.7 billion impact from cultural tourism," he told the seminar.
As of 1995, Singapore's revenues stood at S$56 million ($32 million), a figure the STB aims to increase substantially.
The board's senior director of tourism business, Charles Leong, says for every dollar invested in the arts, $1.80 is generated in related revenue such as food, beverage and travel expenditures.
With potential returns like that, it's no surprise that Singapore is investing in making itself "a global city for the arts."
As part of the city's Renaissance Project, the $343 million Esplanade Theatres on the Bay is rapidly taking shape. It aims to officially open its 1,600-seat concert hall, 2,000-seat theater, three studios, outdoor performance spaces and shopping mall in October 2002. None of the opening shows has been announced yet, but CEO Benson Puah says the venture has already received "some very exciting (food and beverage) proposals from creative operators. They recognize the unique opportunities for businesses within an arts center."
Along with April's perennially popular Singapore Food Festival, the Lion City is a veritable festival-fest all year round. March and April saw the "Take Art!" initiative incorporating the Singapore Intl. Comedy Festival, now in its fourth year and gaining momentum, according to Arts Management Associates' Robert Liew. The 14th Singapore Intl. Film Festival ran April 12-28, sporting more than 300 titles and culminating in the Silver Screen Awards Ball.
Sponsored by DBS Bank, the Intl. Management Group-promoted Theatre Fantasy trilogy comprised "Buddy, The Musical," "Slava's Snowshow" and Andalusian opera "Carmen." Such arts offerings are an attempt to drive domestic theatergoing as well as to tempt the lucrative cultural tourist.
"The cultural tourist is known to spend 50% more than traditional tourists," Bernstein said, "and will usually extend their stay by at least one night." A good thing on an island where the average stay is only 3.2 days.
Early May saw Ong Keng Sen's "The Silver River" presented by TheatreWorks. Based on the old Chinese legend "The Cowherd and the Goddess Weaver," the show is en route to Lincoln Center in N.Y. next year. Only by virtue of its Singapore director was the show performed in Ong's homeland.
June sees the Singapore Arts Festival featuring, among others, the Philip Glass Ensemble, Moscow Art Theatre and Cirkus Cirkor.
One of the most active promoters is Shaksfin Asia, an offshoot of a Hamburg, Germany-based firm. Shaksfin's eclectic slate includes "D.A.V.E." (Digital Amplified Video Engine, featuring video images projected onto a dancer's body); Japanese drumming ensemble Wadaiko Yamoto; Labyrinth, an exotic melding of a Korean choreographer, Javanese dancers and music by a Hungarian composer; and Ivan Heng's irreverent "Emily of Emerald Hill."
Shaksfin often tours shows around the region; '"D.A.V.E.," for example, is hopping from Singapore to Hong Kong, Japan, South Korea and Oz.
With David Copperfield's "Portal," the return of "Miss Saigon" and other events on the schedule, the hope is that even more tourists will come, generating a reputation that will create a self-perpuating, lucrative scene.
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| Author: | OSBORNE, MAGZ |
|---|---|
| Publication: | Variety |
| Article Type: | Brief article |
| Geographic Code: | 9SING |
| Date: | May 21, 2001 |
| Words: | 611 |
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