Clash of the Titans

It was named the “Top International Meeting City” for the second consecutive year last year. Singapore is also the top Asian representative on the Union of International Association’s list of top cities for meetings and events. Melissa Ow, Assistant CEO, Business Travel and MICE Group, Singapore Tourism Board, says that reputation in the Meetings, Incentives, Conferences and Exhibitions (MICE) market is thanks to a number of factors. She cites Singapore’s sound transport system, up-to-date technology, world-class leisure amenities and hospitable multi-lingual population as all helping to create “the world’s preferred business destination”.

Now, with the introduction of two new and significant players, that reputation can only improve in the years ahead. But what are the differences between them, and what can each offer prospective event organisers?

The big four

Talk about the “Big Four” in business circles and most observers will quickly connect with the world’s largest international accounting firms. But the introduction of the two integrated resorts into Singapore’s MICE landscape creates some new competition for that title, at least in the Asian region. Singapore’s Big Four MICE players: Singapore Expo Convention and Exhibition Centre, Suntec Singapore International Convention and Exhibition Centre, Resorts World Sentosa and Marina Bay Sands, are now each carving a significant share of the MICE traffic coming through Southeast Asia and also attracting more and bigger events to the city.

Singapore Expo

Singapore Expo, managed by Singex Venues, has been in the MICE arena for over 11 years. It offers 100,000 square-metres of exhibition space, 10 Conference Halls and several meeting and conference rooms. More than 10,000 square-metres of outdoor exhibition space is also available for fresh-air exhibits or activities that can complement in-hall events.

Although Singapore Expo’s location, in the eastern corner of the island, may spook some MICE organisers, a number of transport links (road and metropolitan rail) to both Changi International Airport and Singapore’s central business district mean it can still hold its own against the more central competition. But with greater space and accessibility for heavier items, Chandran Nair, Deputy General Manager, Singex Venues, says Expo remains the pick for accommodating those “heavy-product” events such as the International Furniture Fair and Asia Pacific Maritime. “We are able to support heavy machinery shows with a higher than average floor loading capacity,” he said.

The venue also boasts high ceilings that allow for exhibitions with tall exhibits or booths elaborate stage designs.

Suntec Singapore

Suntec Singapore offers 100,000 square-metres of flexible and versatile space across six levels, suitable for conventions, exhibitions, meetings, dinners and even private weddings. Its multi-functional facilities have catered to a wide range of both public and private groups, making Suntec one of the more flexible convention centres in Singapore.

The centre has its niche in catering to events with mass appeal such as the JobsDB.com Career Expo 2010 and ‘The Body Shop Sale’. Its prime location in Marina Bay allows it to garner a high number of visitors from the general public. With the latest extensions to Singapore’s Mass Rapid Transit (MRT) system, Suntec is now served by three separate train stations: City Hall, Promenade and Esplanade.

“One of the key unique offerings of our venue is the exclusive partnership with the partners of the surrounding hotels within the Marina Bay precinct,” Pieter Idenburg, CEO, Suntec Singapore, said.

This alliance helps to market the precinct around Suntec Singapore as Asia’s “Convention City”.

Resorts World Sentosa

Resorts World Sentosa is a unique destination featuring both MICE amenities and entertainment options such as the Universal Studios theme park and Singapore’s first casino. Guests can also check out some of the big-name entertainment tours that pass through Resorts World’s Compass Ballroom. “We are a meeting venue, in a fully-integrated resort, with a focus on entertainment,” Elena Arabadjieva, Director of MICE, Resorts World Sentosa, says.

As well as one of Southeast Asia’s largest, column-free ballrooms, it boasts 26 function rooms and over 20 indoor and outdoor event venues. Each one can be configured and customised to suit groups of between 10 and 10,000 delegates for a wide range of events, Arabadjieva says.

Marina Bay Sands

Due to have opened its first stage by the time HRM’s Annual Guide to MICE hits desks, the Marina Bay Sands integrated resort is set to add further capacity to an already popular destination. “Singapore is already a leading destination for meetings and conventions,” Thomas Arasi, CEO, says. “Marina Bay Sands will further boost Singapore’s (MICE) profile.”

The Sands Expo and Convention Centre has 120,000 square-metres of flexible convention and exhibition space and can host over 45,000 delegates and 2000 exhibition booths. Its starting MICE prices are higher than the established players but Arasi promises events there will bring new levels of sophistication and service to the Singapore scene.

Like the other newcomer, it also boasts a wide range of “built-in” entertainment options. From the long-awaited casino to two theatres (one set to host the award-winning Lion King) and a new museum, delegates can enjoy both the MICE events themselves and the downtime surrounding them.

Competition and cooperation

The two new entrants have certainly shaken up Singapore’s MICE industry; they’ve forced both new and old players to compete, and also, cooperate like never before.

“Singapore’s convention and exhibition calendar is certainly exciting this year,” Nair says. “Admittedly, some of the buzz has been created by the emergence of the two IRs.”

He says Singapore Expo is holding its own against the two “newbies” and actually finding new opportunities. “The evolving dynamics of the MICE community actually presents prime opportunities to seize a share of the business.”

While the addition of the two IRs brings in even more MICE events, it has also created healthy competition in the field. “We are holding our own against them.”

Suntec Singapore is also unfazed by the competition. Indeed, it is actually finding ways to work together with one of the new players. The centre has signed an exclusive partnership agreement with Resorts World Sentosa that will see the two properties cross-selling each other’s facilities. Resorts World’s Arabadjieva says this will create real and new business opportunities for both venues while growing the international MICE business for Singapore as a whole.

“We are committed to work with existing venues and industry players to grow the MICE pie for Singapore,” she says. “Our partnership will create a very compelling proposition to international meeting planners who will look at Singapore with more than passing interest.” Under the agreement, Suntec will market its exhibition hosting talents exclusively, while the integrated resort will maintain a focus on meetings, incentives and conventions.

“The synergies are there,” Arabadjieva says. “Suntec Singapore has fantastic credibility in the market place with its many years of experience and excellent exhibition and convention facilities, while Resorts World Sentosa offers new meeting capacities amid world-class entertainment offerings.”