NIGHT ENTERTAINMENT AREAS IN SINGAPORE - AN EVALUATION OF "THE NIGHT ZONE"

Abstract

"The Night Zone", which comprises Boat Quay, Clarke Quay and Robertson Quay, is among one of the eleven 'thematic zones' that have been selected to accentuate Singapore's cultural and aesthetic resources. This study was undertaken to gauge the popularity of "The Night Zone" and to analyse the factors that will determine the success of a night entertainment destination. The weaknesses of "The Night Zone" are then identified and recommendations are given to reduce these problems. A survey was conducted to explore consumers' visiting behaviour and the factors of success for night entertainment areas. Three hundred consumers were interviewed at eight night entertainment areas on both weekdays and weekends. The survey results showed that most visitors of night entertainment areas are from the younger population who are more socially active. Furthermore, the success of a night entertainment zone is dependent on various product attributes. Five important product attributes, which are accessibility and safety, promotional efforts, attractive image, presence of signage and lighting, and good al¬ fresco facilities, are extracted and evaluated. The study also revealed that Boat Quay is the most attractive destination in the night zone. However, such results are unsatisfactory as the success of "The Night Zone" is dependent on the performance of the three quays as a whole. As such, Clarke Quay and Robertson Quay should need to improve in terms of their tenant mix and marketing strategy in order to revive their popularity.