On the roads are million-dollar machines roaring along at
mind-boggling speed, challenging each other; talent, skill
and strategy tapped to the extreme to overtake and get
ahead.
Off them is the glitz and glamour, rich and beautiful people
who are invited to the exclusive events surrounding the
race. They mingle at parties where champagne flows, and on
race day watch the duel on the track from the best and most
sought-after vantage points.
It is a high-octane mix synonymous with Formula 1 much more
than any other sport in the world.
As the country ramps up for a historic Singapore Grand Prix
next year under the stars, the main aim of the organisers is
to cash in on tourism receipts and showcase a modern city
with buzz to an audience of millions around the world.
The other must-do for the likes of Singapore GP Pte Ltd and
the Singapore Tourism Board is to pull out all the stops and
ensure the local populace does not miss out on what is the
third-most watched sporting event in the world.
The biggest concern will be the price of tickets for the
race. While the Malaysian Grand Prix attracts many
Singaporeans, I cannot remember ever seeing the stands and
other vantage points full.
Besides the logistics of getting to the Sepang circuit,
ticket prices are an issue with Malaysians.
Right now, organisers foresee the capacity for the Singapore
Grand Prix to be at least 80,000.
Only football, the No 1 sport here, has the ability to
attract such a large audience in this country.
To fill the stands, it is vital the Singapore Grand Prix is
made affordable to the common man — perhaps on race day, the
mass-selling tickets can go for $50 each. Those who want a
season ticket — including Friday's practice, Saturday's
qualifying session and the race on Sunday — could be charged
$100 each.
Keeping ticket prices affordable is not enough. While the
Formula 1 bug is biting more and more Singaporeans, it is
hardly as popular as football, so a buzz must be generated
to draw locals out.
Minister of State for Trade and Industry S Iswaran has
described Formula 1 as more than just a sports event. It is
part lifestyle as well, he says.
The cars will be an attraction, as well as the world-class
technology used. And style and fashion are all part of the
Formula 1 circus.
Perhaps if we emphasise the battle between the drivers and
the teams, as well as the style and smarts of Formula 1,
that will woo even more Singaporeans and get them hooked for
the weekend.
Throw in a huge party at the Padang on Friday night where
superstar drivers such as Fernando Alonso, Lewis Hamilton,
Felipe Massa and Kimi Raikkonen put in appearances to thrill
the fans 48 hours before they fit themselves into their
supercars and get down to racing, and the atmosphere may be
right for the common man in Singapore to support the race
when it hits town.
As much as the emphasis will be on the tourists — who are
expected to crowd restaurants, clubs, pubs and hotels — the
marketing strategy that will kick in from now must also
include the common man in Singapore.
If not, the worldwide television audience may well catch
Alonso, Hamilton, Massa and Raikkonen doing battle with
great swathes of empty stands as a backdrop during the
Singapore Grand Prix.
Favorite search: F1 Singapore,
Singapore Formula One, Singapore One, Formula 1, F1, Formula One
Grand Prix, Singapore Grand Prix, Grand Prix, Singapore Racing,
Singapore Sport, Singapore Motor
