Located at Clarke Quay, the location suits the event’s purpose of bringing entertainment to its audiences as Clarke Quay is Singapore top entertainment district. The Arena, which is one of Singapore famous nightlife clubbing destination provides the event a unique setting and atmosphere where audiences can enjoy illusion tricks in a club ambience. This club ambience portrays a relaxing and comforting environment for the audience to fully enjoy themselves during the show. 
I feel that the event, "Ultimate Magic" did made full use of its location to promote itself. Firstly, as it a form of entertainment, a club environment is most suitable to be selected so that audience do not feel that they have stepped into a stadium or theatre where the atmosphere may be kind of formal. Magic should be in a form of comfort and enjoyable, therefore I think that by using The Arena as the venue to hold the event, they increases their chance of attracting more audience and also reaching out to passer-bys that may be interested to come in and have a look.
From observations conducted on the day itself, it seems that the strategic location of The Arena, located near to the fountain which is the center of the entire area, will aid in drawing peoples’ attentions to the club and eventually the event itself. 
However, I feel that as this event is located in The Arena, Clarke Quay, the management might want to consider making use of the heavy traffic of tourists that floods the area. As close to 80% of the people there are tourists, the event should try and reach out to these people as much as possible. Perhaps some street performances can be conducted by the assistants of "Ultimate Magic" to spread more recognition of the event to the general public and to attract in more audience.
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