One Faber Group's Key Attractions

About Me: 

'By submitting this work, I am declaring that I am the originator of this work and that all other original sources used in this work has been appropriately acknowledged. I understand that plagiarism is the act of taking and using the whole or any part of another person’s work and presenting it as my own without proper acknowledgement. I also understand that plagiarism is an academic offence and that disciplinary action will be taken for plagiarism.’

1.     Pre-visit research findings on One Faber Group’s key attractions

a.     Overview of the attractions

Singapore Cable Car

The Singapore Cable Car was first opened over three decades ago, on 15 February 1974.
It was first built to facilitate tourism in the country, and operates on a monocable gondola detachable system.

Over the years, the cable car had acted as a mode of transportation for visitors, consisting of both the Mount Fable Line and the Sentosa Line. The Mount Faber Line operates at a higher elevation and facilitates travel to and from Sentosa, while the Sentosa Line only operates within the perimeters of the island. Each line has three stations each, stretching across the island. The cable car operates from 8.45am – 10pm daily.

Mount Faber Line Stations: Mount Faber Station | Harbourfront station | Sentosa Station

Sentosa Line Stations: Siloso Point Station | Imbiah Lookout Station | Merlion Station

Sentosa Merlion

The Merlion, is known as a "must see" famous icon in Singapore. Completed in 1995, this tall statue standing at a height of 37 metres and located at Imbiah Station, would allow visitors to get a wide-eyed view of the surrounding attractions in Sentosa through the mouth and head exhibit of the Merlion statue.

Learn about the legend of the Merlion, and seek the truths and myths of the Merlion by going through the magical displays and uncover treasures within the tall built of the magical creature. Sentosa Merlion is open daily, from 10am to 8pm.

Wings of Time

The Wings of Time, is an award-winning show that takes place at 7.40pm and 8.40pm every night on the shore of Siloso Beach, at Sentosa's Beach Station. 

The attraction was newly built and completed in June 2014, and had been a big hit among visitors since then. The show integrates water, laser, fire effects, and the latest, most advanced technology, guaranteed to impress every visitor and set new expectations in their minds for how outdoor night shows should be like. This show featuring beautiful landscapes and a story of friendship and discovery, is a show that visitors of all ages would enjoy.

b.    Offerings, Pricing & Pricing Structures 

Singapore Cable Car Offerings 

The Mount Faber Line, suspended at least 60 metres above sea level, offers a 360-Degree view of the beautiful scenery. Each cabin was designed spaciously to allow seating of up to eight passengers, allowing visitors to enjoy an unforgettable experience with the company of their family and friends.

The Sentosa Line which was built at a lower height, carries its passengers above the forest of trees, sand and water to the various attractions located around the island.

Ticket Pricing & Pricing structures of the perspective lines

Mount Faber Line

Adult $29, Child $18 (4-12 years old)

Sentosa Line 

Adult $13, Child $8 (4-12 years old)

For visitors who would like a fuller experience on board the cable car, they can choose to purchase the Cable Car Sky Pass and enjoy both the cable car lines at a valued price.

Cable Car Sky Pass (Mount Faber Line & Sentosa Line)

Adult $33, Child $22 (4-12 years old)

* For further savings and more worthy deals:

- Booking online saves 10% of the cost
- Add only $5 for a full day of unlimited Cable Car rides
- All visitors can get admission tickets at child’s price to view the night sky, from 6pm onwards daily
- Locals can enjoy 15% off standard rates
- NTUC Members Exclusive get 50% off on the prize of Cable Car Sky Pass

Besides acting as a mode of transportation and a way for visitors to view the scenery, the Singapore Cable Car would be able to cater a memorable dining experience for visitors as well. There are two different on-board dining experiences to choose from.

Dining on Cloud 9 (6pm-7pm daily)

- Delectable 4-course meal
- $288 per couple on board
- 3 round trips for a duration of 90 minutes
- Splendid meal while enjoying the sunset with your partner!

Singapore Delights onboard Singapore Cable Car (6-7pm daily)

- Bento filled with local’s most favored dishes
- $50 per person (min 4 persons on board) | $59 per person (min 2 persons on board)
- 2 round trips for a duration of 60 minutes
- Familiar taste of local food while enjoying the scenery on board the Cable Car with family and friends!

Sentosa Merlion Offerings

The Merlion is a well-known icon in Singapore with a legend and a heritage that goes way back. There are many Merlion statues in Singapore, but the one located at Imbiah Station Sentosa, is the biggest Merlion ever built, allowing visitors to uncover a wonderful journey of the history of Singapore in the gigantic structure of the Merlion and a chance to ring the “Bell of Happiness” and bring a special monument home.

Ticket Pricing & Pricing structure of Sentosa Merlion

Adult $12,

Child $9 (4-12 years old)

Senior Citizens $9 (60 years and above)

Wings of Time Offerings

Wings of Time, is quite a newly built attraction in Singapore, a refurbishment of the previous music and water show called “Songs of the Sea”. It was voted the number #1 show in Sentosa on Tripadvisor. The show involves advanced light technology with elements such as water, fire, laser works and songs. It is a perfect show for families of all ages to sit down and enjoy.

Ticket Pricing & Pricing structure of Wings of Time

Premium seating: $23

Standard seating: $18

One Faber Group’s Partner Offers

One Faber Group forms partnerships with many other companies and organisations. Visitors who own cards such as MasterCard, Safra Membership Card, NTUC Membership, Passion Card, DBS credit card and more, would get to enjoy the attractions at a cheaper rate due to the privileges of promotional codes, mobile coupons or usages of their credit cards.

Examples of existing partner offers:

NTUC Members Priviledges

- NTUC members can simply input promo codes to enjoy 30% off Cable Car Sky Pass, Sentosa Merlion, Wings of Time
- 10% off ‘Dining on Cloud 9’ for online booking
- Enjoy one-for-one admission during birthday month for Sentosa Merlion

MasterCard Year-Long Promotion

- 2 Unlimited Cable Car Sky Pass for Adult $59.40 (Usual price: $86
- 2 Unlimited Cable Car Sky Pass for Child $39.60 (Usual price: $64)
- Premium seats at Wings of Time for $32.40 (Usual price: $46)

c. How the attraction engages with potential visitors/ visitors during the pre-visit stage

One Faber Group’s attractions which are located in Sentosa, would be promoted on Sentosa’s official website. By going onto Sentosa’s official website, various information such as Sentosa’s attractions, pricing, promotions and programs could be easily retrieved by potential visitors. Simply by browsing online, keened visitors would be exposed to the various attractions that they would be able to enjoy.

Meanwhile, One Faber Group had also been engaging with potential visitors by providing information about their attractions and pricing on their website. Pictures, descriptions and illustrations of the attractions which were posted on the website would be the engagement between the attraction and potential visitors. Further engagement would take place when potential visitors decides to sign up with their email addresses to receive further updates.

One Faber Group had been forming partnerships with other companies from different industries to increase their engagement with potential visitors. This is a form of market penetration. Partnerships would allow users of One Faber Group’s partnering companies to enjoy exclusive deals such as buying attractions admission tickets at a lower price. Having partnerships is a win-win scenario because companies, for example NTUC, would get to provide more benefits for their customers to generate brand loyalty, while One Faber group would get advertised for free on NTUC’s webpages when NTUC lists out the privileges its customers could enjoy by signing up for its membership. The results of the collaboration would be the chance to reach out to new markets and increase the usage of its attractions, known as‘Market penetration’ in marketing. This would lead to an increase in awareness and popularity of their attractions, as well as the opportunity to increase the day visitor’s visitation rates and connect with a larger customer base.

I’m sure many of you reading this blog had heard of Tripadvisor? If you haven’t, it is a website that allows visitors to share and give reviews on attraction destinations, which can also largely contribute to the visitation rates of One Faber Group’s attractions as well. Many visitors from abroad would read up on the comments and experiences that others have had of the attraction before deciding if it is worth the trip. Good reviews would help to communicate the attractions to potential visitors and allow them to form interest and expectations of the attractions.

Ever heard of product bundling? It is currently in play at Sentosa. ‘Sentosa FUN Pass’ also known as a day pass, allows visitors to enjoy maximum savings while enjoying the chance to visit multiple attractions on the island. Simply choose a pass and pick the various attractions you want to visit!

For highly price sensitive visitors or potential visitors who would only like to enjoy single attractions on the island, there are ongoing promotions too. Booking online allows potential visitors to save 10% of the cost, and admission tickets for all visitors at child’s price can be enjoyed from 6pm onwards daily. For unlimited cable car rides on the island, there is also the option of an individual or family membership available for sign-up.

Other promotions which are mentioned above are available too, and this is the link if you’re interested to check out the deals on your own https://www.onefabergroup.com.


2. My fieldtrip experience to the key attractions

Every student in my course were given free admission into the key attractions because we had individual assignments which were based on the attractions to complete. It was a first-time experience for many of my friends which made me realise that although the attractions are easily accessible for the locals due to the country being so small, many of us as locals or residences living in Singapore had not visited any of the attractions - might be why the attractions are coming up with promotions to attract the locals.

My experience at the Singapore Cable Car

a.     Overall Appeal

It was honestly not my first experience going on the cable car ride. However, the attraction still appeals to me greatly, because viewing the scenery on top of tall buildings are just not the same as how it feels like onboard a cable car. The view from tall buildings simply shows a landscape of towers and skyscrapers. The cable car, however, allowed visitors a view of not just rows and rows of infrastructures, but also the landscape of Resorts World Sentosa and many popular attractions while being hung mid-air on a rope, high above the sea level. I went on the ride with my friends at the beginning of sunset, so we got to enjoy a fantastic view of the scenery amidst the setting of the sun – something I would die for.

b.     Areas/services/features that have been well presented

I found the features of the cable cars to be very well-presented, especially the cable cars on the Sentosa Line, which were painted bright with colourful decals. There are route maps of the cable car line in every cabin which was a great help to us in identifying which stop we were at.

The route of the Cable Car lines were very well-planned. I was initially quite bored when I got on the cabin for the Sentosa Line since the line was suspended at such a low height above the ground. However, I was pleasantly surprised after the cabin which I was in, left the Imbiah Lookout Station and was on the way to Siloso Point Station. Within moments, the cabin was much further off the ground and we were wowed by the breath-taking view of the stretch of golden beaches and endless blue sea. I had not expected that, and I can easily say that the experience during the ride above the beach was easily the best highlight of all the six stations for both Cable Car Lines for me.

The service of the staff working on that day was pleasant. They had the warmest and most inviting tone, making us feel welcomed to be there. For my experiences on both the cable car lines, my friends and I were given a cabin to ourselves which we enjoyed. Having to share a cabin with other visitors who were also queueing up would have been awkward for us and we would not have enjoyed the experience as much since the people around us would play a huge role in our interpretation of the experience too.

c.     How engaging have the attractions been, in relation to the visitors around me

I would say that the Cable Car rides were very engaging since my friends and I were busy staring out the glass of the cabin and occupied with taking scenery photos. It was such a great way to be transported from one point to another. Many of my friends were very excited and chirpy throughout the ride too, and we were able to see dolphins and people floating down the lazy river at Adventure Cove while we were high above them on the Cable Car. Being on the Cable Car ride felt like a tour around the Sentosa Island.

d.     What most excited me and what most disappointed me

For a person who appreciates beautiful sceneries and loves to be on high ground, I think that I got the most excited when we were about to reach the highest point of the line and also when the cabin was making its way down from the top. What most disappointed me, as agreed by one of my friends, was that the floor of our cabin was not transparent. It lacks the thrill and the opportunity for us to look down to view the scene beneath our feet.

My experience at the Sentosa Merlion

a.     Overall Appeal

I had expected much more from the Sentosa Merlion but it was sadly not appealing to me at all. I felt that the displays and wall paintings of sea creatures within the statue at the entrance level was childish and only suitable for young children. We watched a five minutes show about the legend of the Merlion and it was quite good, but I believe that everyone who had been schooling in Singapore since young had already known about the legend since their primary school days. As a result, there was’nt any element of surprise for my friends and I. The mouth and head exhibit which I looked forward to was decent even though not much could be done over there except for the chance to take a few pictures. There was no time to enjoy the sight due to the flow of oncoming visitors and we had to leave the area due to limited space.

b.     Areas/services/features that have been well presented

I feel that although the space within the Merlion is very limited, One Faber Group had made use of the space well. The location of the Merlion, and the idea to have a head and mouth exhibit in the Merlion was very well thought of. It is because of this that had allowed visitors to enjoy a 360-Degree view of the island while standing on the head of the majestic creature.

The Sentosa Merlion has a unique feature that I feel was the reason that had successfully drawn so many visitors. Instead of just being an attraction that visitors can stand next to for photographs, the Sentosa Merlion provides a unique experience for visitors by allowing them to enter its towering structure and have a tour within the walls of the Merlion.

A well-presented service at the Sentosa Merlion would have been the Merlion coin memento that every visitor would receive by inserting the Merlion card that they had received at the entrance into the mouth of the mini sized Merlions. I found it to be a very thoughtful gesture because every visitor would get to bring a souvenir home after their experience.

c.     How engaging have the attractions been, in relation to the visitors around me

Based on what I had observed, the visitor engagement of the Sentosa Merlion was quite low. My friends and I did not find the attraction interesting at all. I would say that the Sentosa Merlion would probably have engaged children well, but One Faber Group would have to come up with newer ideas to cater to teenagers and adults.

d.     What most excited me and what most disappointed me

I was only excited to receive the souvenir due to curiosity of how the coin would feel and look like. What disappointed me was the lack in depth of the programs within the Merlion. Also, I realized that the Merlion was not elderly friendly because there were quite a few flights of stairs to climb to get to the mouth and head exhibits. Visitors with small children would be likely to experience a bit of an inconvenience and result in their experience being affected.

My experience at Wings of Time

a.     Overall Appeal

Rated the #1 show in Sentosa, I had high expectations and I definitely was not let down by Wings of Time show. The appeal of the show for me, was very high. I was thoroughly amazed by the special effects and advanced technology presented at the show. Located on the shore of Siloso Beach, huge rocks of different sizes surround the set-up as displays to create a venue with a nice atmosphere. The show and storyline was unpredictable and would be able to captivate people of all ages with its beautiful lighting, water and fire effects, as well as firework display.

b.     Areas/services/features that have been well presented

The setting of the show was commendable. The place shaped like an arena, would allow every visitor to have the best view of the show no matter where they choose to sit. Sounds of waves with a combination of music pieces could be heard throughout the show, making audiences feel as though they were in a fantasy land and part of the adventure.

The show which was screened against multiple triangles of different sizes was very creative to me. It created a very 3-dimentional scene and sitting up front felt as though I was a character in the adventure. I was truly engulfed and amazed at how the show could be such a success by combining the newest technology with fire, light and water elements to create something so special.

c.     How engaging have the attractions been, in relation to the visitors around me

Wings of Time was highly engaging for my friends, the other visitors and children who sat near me, and myself. The storyline was unpredictable and something would always happen at the least expected part of the story. The length of the show was only 20 minutes, and the music played throughout the show was either slow and relaxing or fast paced which had managed to get every audience’s full attention. Exclamations from both adults and children could be heard throughout the show which meant that they too, were as impressed by the show as I was.

d.     What most excited me and what most disappointed me

What most excited me was the venue and time of the show. I love the beach, and knowing that the show would be held on the beach under the beautiful night sky had already drawn my interest towards the show. Furthermore, after learning that there would be light and laser involved in the show, I started to imagine the image of how beautiful the show would look like in my mind which fueled my excitement for the show.

However, I had a bit of a disappointment halfway through the show because the story about Shahbaz and his friends going on the adventure was very brief. It was more like a musical themed show with advanced technology facilitating it because throughout the whole twenty minutes, the characters were only on screen for approximately five minutes.

3.     Explain the motivators of demand of the visitors to Singapore Cable Car, Sentosa Merlion and Wings of Time

There are different types of motivations behind every decision to visit an attraction, and different types of determinants which are factors that would result in whether a potential visitor ends up visiting an attraction or not. Motivations are benefits that would be received by the visitor if they go on the attractions, and determinants are what influences the decision of the potential visitor.

Singapore Cable Car

Motivators of demand:
- Gain an experience, enjoy the scenery from the top

Determinants:
- Whether companions like friends or family are free
- Suitable weather to go on the ride
- Ability to get off-days
- Pricing of the Cable Car tickets
- Promotions (Enjoy tickets sold at a child’s price after 6pm daily)

Sentosa Merlion

Motivators of demand:

- Curiosity
- See what the Merlion can offer within the walls of the tall structure

Determinants:
- Pricing
- Promotions
- Period (School holiday or Public holidays to ensure everyone in the family can join)
- Weather (Might prefer to go on a sunny weather to fully maximize the experience of the head and mouth exhibit)
- Peer’s feedback of the attraction

Wings of Time

Motivators of demand:

- Enjoy a unique experience by the beach 

- Exposure to advanced technology 

- A chance for an eye-opening light and water display

Determinants:
- Ranked #1 show in Sentosa
- Singapore’s award winning outdoor light show
- Good reviews
- Non-rainy weather (In the event of rain, the show would be cancelled)

There are other factors, such as the disposable income (determinant) of potential visitors that would be called into play as well. Potential visitors with low disposable incomes might face issues with their funds which would disallow them to visit the attractions. 

4. Three possible challenges facing One Faber Group.

The first challenge would be the inability to generate revenue from repeated visits. Unlike waterparks and theme parks, the attractions that One Faber Group offers are only suitable for one-time visits by visitors. It is unlikely for visitors to return to One Faber Group’s attractions again since they have already experienced it before.

The second challenge would be the limitations in introducing new programs or activities in their attractions. Attractions such as the Sentosa Merlion has such a limitation to their space that there is no way to introduce new programs or activities without the need to refurbish the interior of the attraction. Not much activities or ideas could be implemented for the Cable Car Lines as well due to safety reasons and a non-expandable cabin space. Even if One Faber Group can change the storyline and programming of their Wings of Time show, it would take time and the changes to implement would have been fairly expensive to begin with.

The third challenge would be the rise in competition within the country. With the introduction of new slides being built at Downtown East’s Wild Wild Wet Waterpark, children would most probably prefer to spend family day sliding down waterslides and going on rides rather than to take a tour around the Merlion structure. Even if potential visitors of the key attractions at One Faber Group had planned to spend their weekend going on Cable Car rides and watching the Wings of Time show, determinants like their children’s preference of going to a waterpark might change their decision instead. Furthermore, there already is a strong competition going on within the attractions in Sentosa that One Faber Group would have to compete with in terms of offerings and prices.

These three challenges are what One Faber Group would have to overcome in order to protect the profitability of its attractions.

Alright! This is the end of my blog for the key attractions that One Faber Group provides! Thank you guys, for taking the time to read through the whole blog. I hope this blogpost had given you the information that you would need about these various attractions!

References:

From lecture notes

Temasek Polytechnic. (2015). Attractions Management Lecture 1: Attractions Management in Perspective. Singapore:Temasek Polytechnic Leisure and Resort Management Division.

Temasek Polytechnic. (2015). Attractions Management Lecture 2: Attractions Management in Perspective. Singapore:Temasek Polytechnic Leisure and Resort Management Division.

Temasek Polytechnic. (2015). Attractions Management Lecture 3: Attractions Management in Perspective. Singapore:Temasek Polytechnic Leisure and Resort Management Division.

Temasek Polytechnic. (2015). Attractions Management Lecture 4: Attractions Management in Perspective. Singapore:Temasek Polytechnic Leisure and Resort Management Division.


From online websites
Home. (n.d.). Retrieved November 19, 2017, from https://www.onefabergroup.com/

Sentosa Fun Pass. (n.d.). Retrieved November 19, 2017, from http://www.sentosa.com.sg/state-specials/sentosa-fun-pass

Partner Offers. (n.d.). Retrieved November 19, 2017, from http://www.onefabergroup.com/partners-offers/