2010 will be a big year for most business in most parts of the world. As the global economic recovery gathers pace, you can expect both investment dollars and human capital to find new projects and ideas to develop – leading to a number of big changes throughout the industrial world.
But some of the biggest changes will be taking place in the MICE industry in Singapore. 2010 will mark the opening of two mega-hospitality, tourism and convention centres. The so-called integrated resorts of Marina Bay Sands and Resorts World Sentosa, each aiming to be open within the first quarter, will add a further 70,000 people to the city-state’s daily convention centre capacity. Add to that the myriad of tourism, gaming, and hospitality attractions that each resort will bring in and you’ll see that MICE in 2010 is set to become a whole different ball game for all players.
As Thomas Arasi, CEO of Marina Bay Sands, predicts, the impact on Singapore’s tourism industry will be profound. “This will go far beyond the traditional definition of tourism,” he tells HRM. “Beyond the numbers and economic benefits ascribable to Singapore, Marina Bay Sands will be a very big part of creating a new mystique, inviting image and ‘buzz’ in the tourism, convention and business communities across Asia and across the world.”
Eyeing the big events
Both the newcomers are quick to point out that their aim is to increase the overall MICE market in Singapore, not just take custom from the existing MICE operators. Even before they are open, their staff have been busy talking to event organisers all over the world to bring some of the largest and most famous conventions to these shores. And they have each had some early wins.
Resorts World Sentosa says it is fielding over 100 event enquiries and 60 “high-potential” leads. That’s in addition to the already confirmed bookings. “We have confirmed more than 25 major events, many of which are high-profile first-time events,” says Elena Arabadjieva, Director, MICE, Resorts World Sentosa. “These are expected to bring 4000 international delegates to Singapore.”
Marina Bay Sands has also been busy, and has even managed to land the annual convention of exhibition organisers. “The UFI World Congress is returning to Singapore after a 15-year absence,” Alosi says. “UFI member organisations include the world’s leading show organisers and the global exhibition industry.”
The Marina Bay resort has also attracted new shows, including the Industrial Fabrics Association International which will host its inaugural Asia Expo there in March, 2011.
Not to be outdone, Singapore’s existing convention operators have also been scaling up their presence. Chandran Nair, Deputy General Manager for Singex Venues, (manager of Singapore Expo), says the group is under no illusions about the new competition that the integrated resorts represent.
“Certainly there will be competition, we couldn’t deny that,” he says, noting that the two IRs have not been shy about targeting events currently slated for Singapore Expo. But in many other ways, the extra supply is creating its own demand to fill the void. “We are seeing more major clients coming to Singapore,” he said.
Nair says Singapore Expo is confident it can match the biggest guns of the integrated resorts, particularly when it comes to the “mega” events. “These are our forte,” he says, citing the Food and Hotel Asia, CommunicAsia and International Furniture Fair events as examples.
Recovery helps
The world economic recovery is certainly helping to increase the number and breadth of MICE events waiting to be wooed. Arasi says there is much more optimism in business circles and that is translating into more positive sales calls. “Singapore has demonstrated, again and again, its ability to recover decisively from recessions,” he says. “Marina Bay Sands is well positioned to take advantage of that.”
For Nair, the recovery means a different mix of events than he experienced in 2009. He expects more trade shows to return, as well as the regular consumer events. “The trade shows took a hit (with the recession),” he says. “We’re now talking to organisers in Europe and America to bring them back.”
Talent wars ahead
The competition isn’t just happening in the sales offices. Head down to the HR departments of any of these huge conference centres and you’ll feel just as much tension in the air in 2010. That’s because next year is likely to see a hard-fought war for hospitality and event organisation talent between both the big and small players in Singapore.
Both the integrated resorts conducted massive recruitment drives, both locally and overseas, during 2009. And while these will have secured the majority of staff required, experts predict there will still be some gaps on the opening days of each. That means the industry in Singapore can expect ongoing pressure throughout the year ahead, both in terms of recruiting the right number and quality of skills, and in retaining them over the longest possible term.
Nair says he is confident Singapore Expo can hang on to the majority of its best and brightest. “A good number of staff have been with us for a long time,” he says. “That’s a good sign.”
One way to deal with the intense competition for service, hospitality and event management skills is to, once again, create your own supply. That’s why most major venues will be working on training and up-skilling their staff more than ever in 2010.
Arasi says Marina Bay Sands will set new standards in both staff training and service quality, ahead of making a career in hospitality more appealing than ever before. “We will broaden and deepen career choices for Singaporeans in the service industry,” he says. “New talent will be attracted into the industry simply because the playground has become bigger, more exciting, and more rewarding.”
Arabadjieva agrees. She says training has been a vital part of Resorts World Sentosa’s pre-opening plans, and Singapore will be impressed by the levels of skills that will be on display. “Theme park expertise, gaming experience, big-scale show production and personalised VIP services were not available in Singapore and will be introduced by Resorts World Sentosa,” she says. “We are a firm believer in hiring and developing local expertise as part of our long term community and growth strategy.”