Individual Field Trip Assignment
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Cheryl Chua Xin Khee, 1601766G, TB03
One Faber Group manages brands such as Faber Peak Singapore, Singapore Cable Car, Sentosa Merlion and Wings of Time.
A gondola lift that was established 43 years ago on 15 February 1974. It is Singapore’s first and only cableway that links the mainland Singapore to Sentosa Island. The Singapore Cable Car has a total of six stations operating on two main lines. The Mount Faber Line provides services from Mount Faber to Harbourfront and Sentosa Island which shows the breathtaking view of the sea and skyline. The Sentosa Line which only started operating 2 years ago on 14 July 2015, provides services from the Merlion to Imbiah Lookout and Siloso Point station. The cable car rides bring you to the different attractions such as Sentosa Merlion, Wings of Time, as well as to enjoy the sandy beach. The operating hour of the Cable Car is from 8:45 am to 10:00 pm daily and each ride takes about 15 minutes.
The Singapore Cable Car rides connect Faber Peak and Sentosa as well as the different parts of Sentosa. It runs on two main lines, Mount Faber Line and Sentosa Line, where they offer cable car ride through Mount Faber Line Round Trip, Sentosa Line Round Trip and Singapore Cable Car Sky Pass Round Trip (includes both lines) at different price range. Additionally, they include experiences such as having dinner on the cable car (known as Dining on Cloud 9) where you enjoy a 4-course meal while appreciating the night sky and evening rider cable car tickets for people who like to enjoy the city night lights.
The Singapore Cable Car held programmes and special events occasionally throughout the years.
One of the events that were held was called “Fly With The Super Heroes on board Singapore Cable Car”. From 31 May 2014 to 31 March 2015, Singapore Cable Car celebrated their 40th Anniversary facelift where 45 cable cars cabins were decorated with DC Comics’ characters such as Superman, Batman, Wonder Woman and Green Lantern. Visitors also got to see the superheroes through an in-cabin Augmented Reality technology system. This event was an interactive and innovative experience for both the locals and travellers.
The Singapore Cable Car also held the World’s First Angry Birds Cable Car Ride. From June 2012 to December 2012, Singapore Cable Car decorated 30 cable car cabins with Angry Birds theme, sounds of Angry Birds chirping and Angry Birds plush toy placed in selected cabins. Visitors will also receive a complimentary Angry Birds face mask and mocktail served in limited edition Angry Birds tumbler with every purchase of the cable car ticket. As Angry Birds was one of the world’s most popular mobile games back then, it was held to create a unique experience for the locals and tourists.
In addition, Singapore Cable Car also had Angry Birds Christmas Themed Cable Car Ride Event from 1st December 2012 to 31st December 2012.
Standard Ticket Price
There are three main types of tickets for the Singapore Cable Car:
There will be free admission for children under the age of 4 years old.
Visitors get one-day unlimited rides when they top-up an additional of $5 for the standard tickets
Visitors will be able to save 10% when they book the tickets online
Dining on Cloud 9
Standard Cabin 4-Course meal priced at $288 per couple and Floral Cabin 4-Course meal priced at $488 per couple.
Pricing Strategies
One Faber Group has many partners and they include great offers. A few examples are:
One Faber Group adopts the Product Bundle Pricing Strategy to attract a larger audience as it is value for money. A few examples of the current packages they have are:
On the Singapore Cable Car Facebook page, it updates the visitors on their new offers as well as photos and videos of the cable car rides. This attracts visitors knowing that there are discounts on the rides to purchase tickets.
The Merlion is a legendary creature that represents Singapore. Sentosa Merlion is the largest and tallest Merlion in Singapore that was completed in 1995 by an Australian Artist, James Martin. Standing at 37 metre-tall, it houses two viewing galleries, the Mouth Gallery Viewing Deck and Head Gallery Viewing Deck, as well as a Sentosa Merlion souvenir shop on the first floor. At the Merlion’s mouth and head gallery, you will get to see a spectacular view of Sentosa. A limited edition Prosperity Coin will be given at the end of the visit. The opening hour is from 10:00am to 8:00pm daily.
The Sentosa Merlion offers 360 degrees breathtaking views of Sentosa and the skyline from the Mouth Gallery Viewing Deck and Head Gallery Viewing Deck. It also shows a video of how Merlion came about.
To let the visitors bring back a memorable experience, Sentosa Merlion has a Prosperity Bell in which you will hit the bell and wish for good luck. Also, a limited edition Prosperity Coin will be given to the visitors as a souvenir when they slot a card into merlion statues.
A cafe and souvenirs shop located at the first floor of the Merlion allows visitors to eat and shop for souvenirs back home.
Sentosa Merlion held the “Merlion Magic Lights” programme occasionally from time to time and the most recent programme has two different types of editions. The neon edition will be from 1 September to 29 October 2017 and celebrations edition will be from 3 November 2017 to 1 January 2018. The “Merlion Magic Lights” shows the different light animations display on the Merlion with music that enhances the show. The show is free of charge at the Merlion Plaza with a variety of showtimes.
Standard Ticket Price
There are two different types of rates for tickets to the Sentosa Merlion:
Senior citizen rate only for guests aged 60 years old and above.
Pricing Strategies
One Faber Group has many partners and they include great offers. A few examples are:
On the Sentosa Merlion website, it shows the visitors what is expected when you visit the Merlion. Letting the visitors know about the prosperity bell and prosperity coin, it will attract them to visit and hit the bell themselves to wish for their well-being and good luck. Additionally to collect the limited edition prosperity coin and enjoy the view.
The Wings of Time show was created and produced by a team of local and international entertainment experts. It started running on 17 June 2014 where it is the World’s only permanent night show that is set in the open sea. Wings of Time displays a storyline using many multimedia effects and equipment that enhance the show to captivate the visitors. It is held in an open-air viewing gallery that accommodates 2500 visitors. The show runs twice a night at 7:40pm and 8:40pm daily with each session lasts for 20 minutes.
Wings of Time offers a magnificent show that displays a storyline with the use of different types of equipment such as robotic water fountains, laser projectors and pyrotechnics.
They also offer different seatings, normal seats and premium seats for the audience. The premium seats have the best view for the performance, seats that can be leaned on as well as free snacks that were provided.
Standard Ticket Price
There are two different type of tickets for the Wings of Time:
Pricing Structures
One Faber Group has many partners and they include great offers. A few examples are:
Wings of Time has a trailer video of the performance on their website which displays the highlights of the show. This excites people and makes them want to witness the spectacular performance with their own eyes.
The cable car ride was definitely breathtaking to be able to see 360 degrees of the view. It was one of the attractions that I was looking forward to as I enjoy the thrill of hanging in the sky and seeing the spectacular views. I love how I can see clearly of the attractions below us such as the Adventure Cove and S.E.A Aquarium. The afternoon cable car ride was definitely awesome as I can see clearly of the skyline and Sentosa Island. However, when I took the cable car ride back to Harbourfront, I could not enjoy the ride as there were nothing to see besides lights. Overall, the time inside the cable car cabin was rather stuffy and hot.
The service staffs were very friendly and patient to explain to us when my friend and I asked them questions regarding the cable car route. The cable car cabins are very clean even though there are visitors taking it all the time.
The cable car ride was not engaging at all as we just sat there and took photos of the view. They should probably install an interactive device for visitors to use and probably introduce to us about the attraction.
The most exciting part of the whole cable car ride was seeing the scenery when travelling from Harbourfront station to Sentosa station. The view of the blue sea, skyline and Sentosa island was amazing.
Taking the cable car ride back at night because I did not manage to see anything besides just lights. The cable car cabin was dark and stuffy. There were only some cabins that installed small fans.
The Singapore Merlion was below my expectations as it was rather short and boring. There were not many displays to see when we first enter on the first floor. The video on how Merlion came about was not that bad. We were then led by the staff to slot in our card to get the prosperity coin. I really like that as it was very interesting. When we went up to the mouth and head gallery, nothing much amazes me and it was the same view I saw when I was in the cable car.
The part where we were supposed to slot in the card to get the prosperity coin was very interactive and special. The service staffs are really friendly as they led us to the lift and brought us to the highest level. The cameraman was also kind enough to help us to take a photo.
The Sentosa Merlion was engaging as we are able to get our prosperity coin by slotting the card into the Merlion statue ourselves as well as hitting the bell to wish for our well-being. It was a very interactive attraction.
It would be the time when I hit the prosperity bell because my friend and I were snatching over who to hit first.
It would be the time when I hurried up to the head gallery to look at the view but realised that it was the exact same view as I saw when I was in the cable car. Hence, it did not amaze me at all.
Knowing that Wings of Time cost $10 million to be produced, I was highly expecting the show to be a spectacular one. It was definitely worth the time to watch Wings of Time and I would definitely love to bring my parents and grandma to watch it. Although 20 minutes of the show passed really quickly, I was overwhelmed by every part of the performance, especially the colourful dancing water fountain. Additionally, fireworks never fail to amaze me and that is why I love how the fireworks were set to end the show perfectly.
The service staff was very friendly to greet us when we enter and leave the venue. The ushers were kind enough to tell us to where to sit and they were organised by asking the audience to sit together and not leave any seats in between as there are more people coming in. Overall for the cleanliness, is it clean as I did not see any trash lying around even though there will be audiences eating every session.
There are times where the performance was engaging. This is when they were telling us about the story of Wings of Time. However, there was no interaction between the attraction and the audience as all we do was just sitting there and take many photos. Thus, I do not think it was engaging.
The part that most excited me would be when the fireworks appear. The water and lasers performance was awesome but the fireworks were the part where everyone went wowing over it.
There were announcements that mentioned not to use the flashlight to take photos of the performance. However, there were many people using the flashlight and it sort of destroys the performance when there are so many lights shining on it. The staffs working there could have preferably told the audiences not to use the flashlight as it would change the experience of the show.
The motivating factors which people want to visit the Singapore Cable Car would be due to the aesthetic pleasure of the magnificent view you see such as the skyline of Singapore and the whole of Sentosa Island when you are on the cable car ride. It would be also due to new experiences and different atmosphere when visitors have their meals on board the cable car while enjoying the sunset and scenery. It is also very thrilling and exciting for people who love heights to be hanging in the sky in a cable car.
The motivating factors which people want to visit the Sentosa Merlion would be for an educational purpose. The visitors would want to learn more about the history of Merlion as to how Merlion came about and become symbolizes Singapore right now. It would be also due to people who want to experience and familiarise the history of Singapore because they want to move here to stay.
The motivating factors which people want to visit the Wings of Time would be new experiences and sensations. People who never watch a water and light technology show in an open sea would love to experience and have a feeling of the atmosphere. It can also be due to people who have the aesthetic pleasure of enjoying a show that involves a storyline and performances.
After taking the Singapore Cable Car, visiting the Sentosa Merlion and watching the Wings of Time, I personally feel that I will not return to the attractions again mainly because they will always be the same all the time. The Sentosa Merlion will show the same displays, video and see the same view every time I go there. Similarly, the Wings of Time show will be displaying the same performance every time I watch it. Same goes for the tourists as they will not return to Sentosa to go for these attractions again since there is nothing new about it and they have already gone before in the past. I would not mind going for the Cable Car because I love the view and the thrill being up in the sky. However, I hope they will think of new ideas or events to improve and differentiate themselves from what they are usually showing.
One Faber Group is not the one that has attractions in Singapore. There are other attractions competing such as the Singapore Flyer, Gardens by the Bay, Universal Studios Singapore and many more. Additionally, the attractions under One Faber Group are all located in the South. Thus, there will be a lesser chance for people to visit the attractions if they do not wish to travel all the way to the south. I hope One Faber Group will come up with new ideas or big events that will attraction Singaporeans as a whole to visit the attractions. If they do not do that, one day they will be outcasted from others as the competitors continue to upgrade themselves.
Visitors that went to the attractions before would not want to visit again as they would want to try new things rather than doing the same thing again. Additionally, as Singapore is very small, many tourists can visit most of the attractions in a few days and may not return to Singapore again unless we have new attractions or attractions with a new concept. Thus, it is even more difficult to have repeat visitors for the attractions. To maintain their visitor rate or increase the chances of repeat visitors, I hope that One Faber Group will come up with new concepts to attract the visitors and make their name out to the world instead of the current old and boring attraction.
One Faber Group 