Place marketing
"Ultimate Magic" creates a positive image for Singapore as it can be said to be a new form of entertainment arising locally. Known as the “Urban Illusions in the City”, the event helps to portrays a new look for the country and this fresh look would be the pull factor in bringing tourists into Singapore. "Ultimate Magic" can also become the hot favorite pick for leisure entertainment and the answer to a different form of leisure activity. This event is capable of improving the quality of life in a sense that it can became the solution to a whole new experience of illusion tricks.
Tourism attractions
Based on observations conducted that day, most of the audiences there were foreigners, from countries like Japan and Australia. "Ultimate Magic" is hence capable of drawing in tourists from various countries to watch their performance and the fact that this event would last for 16months, until December 2009, it shows that there is a demand for their performance due to their overwhelming popularity worldwide and also locally. The event also helps to encourage visitor spending as well. As foreigners come to The Arena for the event, they would definitely dine there as well. Therefore the event helps to encourage visitor spending via a spill-over effect to the nearby clubs and restaurants and other entertainment facilities. All of these spill-over effects will eventually help to improve the economy of Singapore as visitor spending increases.
Image maker
The moment I stepped into The Arena, the lighting, music and design makes me feel that I have come to the correct place to watch an illusion show. The theme was correct and it prepares the audiences for on up coming show. This can act as the first impression of The Arena and also the show itself. The moment customers steps in, the theme, music and the layout would give them a good impression of the place and that this would help to combat any negative imagery, eg long waiting time to enter the club.
Catalyst
"Ultimate Magic" helps to bring business into The Arena as tourists travel from all over the world to come and watch their performance; hence it’s only natural that they would stay in the club after the performance ended. The event also creates a new look for Singapore as it shows Singapore’s break through into the magic industry under the lead of the 2 professional illusionists, J C Sum and ‘Magic Babe’ Ning. The event also causes spill-over effect to the surrounding service facilities like restaurants and clubs. Also as tourists travel to Singapore for the show, they would tend to stay here for a period of time. Meanwhile they are in Singapore, they would take this chance to visit other famous attractions like the Singapore Flyer and Esplanade which is located not far away from Clarke Quay.
Animator
"Ultimate Magic" is Singapore’s first permanent illusion show which will last until 31 December of 2009, hence it encourages tourists and locals to visit the event for the very first time due to it’s popularity and extraordinary illusion tricks. And once the event period is over, the next time it comes back to Singapore, it would generate repeat visits to the event as people would be keen to see their tricks again, wanting to experience the excitement again. Therefore this event is capable of drawing in new customers, pulling them back to the same location for a second time experience, hopefully with new tricks to display.
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