Suggestion For Special Event to Singapore Food Festival
The event
that RWS would like to propose to Singapore Food Festival is a local &
International pastry fiesta.
In today's
society, pastry is an important part of many people's diet and it's definitely
a part of food not to be missed. When it comes to such an immense gourmet
festival like the Singapore Food Festival, pastry is something definitely worth
to be featured. Furthermore, people nowadays are emphasizing more on the
importance of pastry, and there is a notable increase in the love for pastry
among Singaporeans. This can be seen by the opening of more pastry outlets
which are popular among teens and young adults, such as the famous cupcake
stall,' Twelve Cupcakes' and famous pastry/creamery shop 'Awfully Chocolate'.
Thus, RWS has decided to propose a local & international pastry fiesta in
conjunction with Singapore Food Festival 2013.
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| Pastries: |
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| Nonya Kueh Lapis:
http://plus.bigdeal.sg/traditional-peranakan-nonya-cake-kueh-lapis-raffles-place.html
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The event is
proposed to be held on 12th July (Friday) to 14th July (Sunday) and 19th July
(Friday) to 21st July (Sunday) 2013 for two weekends in conjunction with SFF
2013. The event will be held in Central ballroom 1-3 of RWS' Compass ballroom.
Our target market for the event will be pastry
lovers, tourists (especially those accommodating in the RWS premise), youths
and the media. We are targeting pastry lovers to attend the event as this will
be a golden opportunity for them to feast on a widespread pastry selection from
around the world. So far, there are no big scale food events in Singapore which
focuses on pastry. We are also focusing our target market on tourist and youths
as this event will be promoting the traditional heritage and culture of
Singapore through pastries.
Some of the
products that the event will feature includes Pastry Avenue, where renowned
pastry brands locally and internationally will be invited to feature their
specialties in booths along the ballroom. The 35 booths event will also feature
local pastry favorites such as Emi Cakes, Awfully Chocolate, Bengawan Solo and
Tong Heng Chinese Pastries. Pastry master classes will be held by celebrated
local pastry chef Teng Ei Leng, together with Nicole and Ivy Wong (Twin sisters).
The chefs will have a chance to interact with the audience and reveal some of
their secrets behind the perfection of pastry making. Another highlight of the
event will be the 'Pastry Champion' competition. This competition, set for
young and uprising chefs, allows participants to battle for the title,
'Singapore's best pastry chef under 30'. The competition is expected to attract
youths to attend and there will be 'live voting' for the audiences for their
favorite youth pastry chef. There will also be a panel of professional judges,
including German Pastry Chef Daniel Texter, Four Season's pastry chef Audrey
Yee and SweetSpot's executive pastry chef, Alejandro Luna. Last but not least,
the event will also provide stages whereby local pastry experts will teach
visitors how to make some of Singapore's most iconic pastry, like the
traditional nonya Kueh Salat and baked egg tarts.
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| Twin sister celebrity chef Nicole and Ivy Wong http://www.timeoutsingapore.com/restaurants/feature/singapores-top-ten-pastry-chefs |
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| Alejandro Luno of Sweet Spot Singapore http://www.timeoutsingapore.com/restaurants/feature/singapores-top-ten-pastry-chefs |
This event
will be jointly organized by Resort World Sentosa and Hotel Michael, the
official hotel, whereby international media and invited guest and participants
will be hosted. Palio, the contemporary Italian restaurant located at the lobby
of Hotel Michael, will be partnering the event by delivering the dessert
specially crafted for this event during the both weekends. The dessert, called
'Cioccolato Di Michael', is a chocolate mousse cake made of a mixture of nutty and velvety
textures, along with four types
of chocolate top with raspberry. This pastry will be sold individually at
$10.90 and as the dessert of the day for set meals.
As for
the price of the event, the admission, similar to SFF's food village, is free.
Visitors can then purchase the different pastries from the booth with either
cash or NETS. The prices of the pastries will be capped at a maximum of $25.00
as the organizers are not intending to practice price discrimination due to the
younger target market.
The event
is proposed to be promoted through RWS' main website by the beginning of April,
where visitors can start pre-ordering front-seat tickets to master classes. The
application of the competition will also be opened by the end of March. There
will be advertisements of television and the printed media by June, and it is
proposed that social media will be one of the largest communication centres
for the events. News, promotions, pictures and videos will be uploaded on
platforms such as Facebook and Twitter.
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| Restaurant Palio, Resort World Sentosa http://www.rwsentosa.com/language/en-US/ShoppingDining/Dining/DiningPalio |
In
conclusion, the event aims to help Singapore Food Festival diversify its
spectrum of activities and events and help publicize the festival. It also
brings in pastry, a new segment, into the 'limelight' of the annual food festival.
The event, which aims to draw a crowd of 8000 for the two weekends, also aims
to brand RWS as a world class event venue and organizer, which is capable of providing
ample space and required facilities and talents to run an event of this scale. The event also hopes to feature restaurant
Palio and Hotel Michael to the bigger public, especially locals, so as to boost
the number of local stay-cation in the hotel and visitation to the
restaurant.
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