Ticket sales for Singapore’s upcoming Formula One night race may not yet be in overdrive, but plans for the party circuit are in full throttle.
Race-chasers can look forward to just as many related parties, acts and food and drink offerings at the SingTel Formula 1 Singapore Grand Prix as last year, when the event made a global splash for being the first nice race.
There are more than 30 fun events ranging from shows by rockers such as the Black Eyed Peas, to beer bars with fast-flow taps, to a huge party at the yet-to-be opened Wave House pool complex at Sentosa.
Party organisers are pouring millions of dollars into the various attractions to cash in on the huge crowd that Formula 1 – with its fast cars, hunky drivers and their hot-babe girlfriends – usually attracts.
Local race promoter Singapore GP has beefed up its entertainment budget from $1.2 million to $4 million this year, for example. And the owners of St James Power Station will hold a four-day F1-themed festival that will cost about $200,000.
No wonder organisers are keen to get the party started. Last year, F1 generated $168 million in tourism receipts, according to the Singapore Tourism Board (STB).
Still, with the recession, it is a different race this year.
With three weeks to go before the big F1 weekend, club owners’ faith in the stimulus effect of the event is being tested.
A recent check shows that over 65,000, or 80 per cent, of tickets to the event had been sold compared to more than 95 per cent at the same time last year.
Singapore’s inaugural hosting was a ‘new’ factor, plus the fact that it was the first night race. It drew 100,000 spectators, of whom 40,000 were foreign visitors.
But even though it is the second time around, and amid a recession, club owners are confident that the GP parties will be well-attended.
To rely less on participation by international F1-circuit groupies, they are doing more this year to draw local partygoers.
One of the biggest events is the four-day F1-themed festival at the carpark of St James Power Station at HarbourFront, kicking off on Sept 23.
The outdoor party area will feature an air-conditioned ‘Red Dome’ with seating, a dance area and a bar, which 200 people can squeeze into at any time.
With the outdoor party area, St James hopes to double its 3,000-turnout from the F1-related parties it held last year.
St James’ chief operating officer Andrew Ing, 41 says: ‘Whether the turnout for this year’s race is stronger or weaker will not affect the activities around it. There are more events to draw local partygoers over the race weekend.’
Apart from ticket sales and party pulling-power, the F1 race has proven to be a successful brand-building platform for the nightlife and entertainment sectors.
As a result, those joining the F1 party circuit for the first time include apparel brand Puma, Stereolab dance club in Pan Pacific Singapore hotel and Zirca dance club in Clarke Quay.
On Sept 26, Zirca will host a Puma fashion show and a display of racing suits worn by race drivers. Two American DJs will perform that night.
Mr Bernard Lim, 41, chief executive officer of LifeBrandz which runs Zirca, says: ‘The clubs see a good crowd during the weekends. But the F1 season will attract more local partygoers to nightspots if there is a special event.’
Locals who have been eagerly awaiting the opening of Wave House at Sentosa next month will get a chance to check it out even earlier – the Red Bull Singapore Race Party 2009 will be held there on Sept 23 for invited guests.
The Wave House boasts three pools with artificial waves, a three-storey complex housing a rooftop bar, a lounge and a Mexican-Californian restaurant.
Last year, the Red Bull Racing Party at Cafe Del Mar beach bar on Sentosa’s Siloso Beach drew 3,000 revellers.
Upscale club Stereolab is hiring eight female models to host VIP guests during the race period, says operator Michel Lu, 40.
Over at The Podium Lounge at The Ritz-Carlton Millenia Singapore, local party promoter B-Yond will hold a swanky dinner-party at a cost of $85,000.
It is expecting 1,500 guests from Sept 25 to 27. So far, 70 per cent of tickets, priced from $108 to $328 each, have been sold. Twenty per cent of sales are from the region or to Singaporeans with overseas friends and families attending the dinner.
Celebrity playground Amber Lounge is returning to reclaim its pole position of last year at Temasek Avenue next to the Conrad Centennial Singapore hotel.
In terms of bringing in tourism dollars, F1 racing is ranked among the top three sport events in the world, the others being the Olympics and the World Cup football tournament.
Visitor arrivals in September last year peaked at 23,059 during the race season from Sept 25 to 27, along with an 11.7 per cent increase in visitors between Sept 28 and 30, compared to the same period in 2007, according to the STB.
Taps that pour 500ml of beer in 6 seconds
Promoter Singapore GP is expecting tourists to make up 40 per cent of race spectators, the same as last year.
Its executive director Michael Roche says: ‘We know this would be a challenging year, given the economic situation. We never expected to sell as many tickets in the time period as last year, but we are encouraged by the take-up rate.’
Of the 50-plus food and drink-loving temptations at the Marina Bay circuit park, 17 are new outlets such as those from local drinking holes Ice Cold Beer and No. 5 Cocktail Bar.
Beer drinkers certainly have reason to say cheers.
Singapore GP has teamed up with alcohol supplier Asia Pacific Breweries Singapore to build five ‘Grid Bars’, each equipped with 32 fast-flow taps that pour 500ml of beer, or about half a jug, in just six seconds.
Ms Sarah Martin, director of circuit park operations, says: ‘There were long queues at the bars last year and beer was in high demand. The circuit park almost ran out by Sunday.’
The circuit park will also feature some big music acts, including American pop group Backstreet Boys and Scottish rock band Travis.
It will also be a star-studded affair at Fort Canning Park with artists such as American ska-pop band No Doubt, R&B singer Beyonce and American hip-hop group Black Eyed Peas performing at the inaugural F1 Rocks Singapore With LG music festival from Sept 24 to 26.
The US$8 million (S$11 million) festival, which is expected to draw 30,000 people, is organised by British-based live-music event company All The Worlds.
Singapore partygoers are excited about the upcoming events.
Ms Lina Quek, 31, a marketing executive, says: ‘It’s going to be a busy race period for me. I will be watching the race at Marina Bay on Sept 25. The next day, I will attending F1 Rocks before going to one or two parties with friends.’
Source : AsiaOne – 6 Sep 2009
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