What initiatives and projects could the Integrated Resorts adopt that would not just ring in revenue and profits but also create positive spin-offs for local businesses and consumers?

Dhirendra Shantilal
Senior Vice President, Asia Pacific
Kelly Services

SINGAPORE has established a reputation of being a dynamic and vibrant business events destination, and a regional hub where people converge to gather and discuss potential opportunities for growth.

However, beyond the increasing number of MICE players in Singapore is the growing foreign competition, especially in cities such as Shanghai and Hong Kong where advancements in infrastructure and international positioning have made these locations equally attractive destinations.

Hence, while the Integrated Resorts have a competitive edge over its regional competitors in terms of world-class infrastructure and service standards, they should collaborate with other planners and organisers, and raise the standard of industry practices by exceeding the international market's increasing expectations and creating more value and differentiating factors from the regional competition. This may include networking platforms where participants can open up business opportunities and exchange valuable insights into the latest trends and market intelligence.

MICE players should also continue to organise events that have international appeal. Events such as the recent Formula One Night Race and Apec 2009 boost our country's reputation as an attractive tourist destination, and a regional hub for businesses with top-notch services and a talented, multicultural workforce. Industry players could also tap into the government's 'Be in Singapore' incentive scheme, which offers customised support and financial assistance to event organisers, corporations and associations to stage their business events in Singapore.

Charles Reed
Chief Executive Officer
DOCOMO interTouch

THE Integrated Resorts are certainly going to boost the Singapore economy, especially the travel and hospitality industries, with the sheer volume of tourists it is going to attract. It has the potential to double the number of visitors and make Singapore a destination in her own right, instead of being a mere stepping stone to other popular Asian tourist hubs.

Beyond drawing in revenue, the IRs also offer the perfect environment to create collaborative and training opportunities for local businesses with the host of international talent and experts that were roped in for these projects. If the IRs undertake such initiatives, the possibilities for growth and raising the standards of excellence for Singapore businesses are endless. Knowledge and technology transfer, upgrading of skills and a broader global horizon are just some of the potential advantages that local businesses can look forward to. Even for hospitality technology providers like us, the IRs create more of a centre of excellence where new and innovative solutions are constantly being developed. As the number of international visitors increases, the demand for more advanced entertainment and communication technologies in hotel rooms and public areas would increase as well.

Andrea Ross
Managing Director
Robert Walters Singapore

THE Integrated Resorts extend Singapore's slew of service offerings into food and beverage, retail, hospitality, arts and entertainment and of course, the casino business. With all these exciting offerings under one roof, I think the tourism industry and all other related businesses in the services sector within Singapore (shopping malls, hotels, restaurants etc) will hughly benefit from a potential upsurge in visitor numbers. Visitors to the IRs will no doubt also take the opportunity to experience life in the Lion City - and we foresee visionary business owners and organisations will view this as a great opportunity to create unique partnerships and leverage on the IR brands.

The IRs should already have in place plans to work with the retail, F&B and hospitality partners/sectors in Singapore on joint promotions, events and sponsorships. What they can do is look beyond the usual partners for new ideas and opportunities, particularly those that will not only benefit the local community but also bring in more revenue.

For example in the UK, there is an initiative where celebrity chefs such as Jamie Oliver teach underprivileged people in the community to cook, with the intention to offer these people jobs in their establishment. The Singapore IRs with its outstanding lineup of Michelin-starred chefs will be ideal for such initiatives, and can possibly partner with the likes of the Yellow Ribbon Project to help integrate rehabilitated ex-offenders back to the working society, or other underprivileged or special needs/handicapped communities. This would definitely bring a different type of buzz to the IR operations and ensure that everyone across all levels of the community is involved in its success.

Another alternative could be for the IR to run vocational courses such as culinary classes, training in restaurant, hotel or casino operations, or customer service workshops, so that they can eventually move them into the various areas within the IRs in the future. They can also work with Spring or IE to create a Uniquely Singapore or 'Buy Singapore' concept store to showcase Singapore brands in fashion, food, retail, entertainment (local music, movies, games etc) and other services - which will help increase the profile of our local brands, add an additional revenue stream to the IR through the concept store, and offer local businesses a new and exciting channel to extend their product and service offerings. This initiative can also help to build goodwill among the various business partners in the industry, as well as provide a platform for local consumers and visitors to appreciate and buy our local brands.

Lim Soon Hock
Managing Director
PLAN-B ICAG Pte Ltd

SINGAPORE has everything in place in terms of hardware and infrastructure for the new Integrated Resorts to develop and design initiatives to bring in more businesses to Singapore. What I think would help would be intensification of efforts to create a unique brand of Singapore service that would keep visitors coming back. With increasing competition and as customers become more demanding and discerning,To achieve a high standard of service that would lead to lasting customer satisfaction and is the envy of others, we need to be a more caring, graceful and inclusive society, where kindness, compassion and giving are a way of life.

The Integrated Resorts could also try to adopt family-friendly initiatives and programmes that will not only encourage our locals, but also tourists to bring their families to our island. This could include special hotel rates/discounts just for families, coupons that could be exchanged for tickets to the amusement rides, etc. In addition, the IRs could also ensure that their facilities are also disabled-friendly and that their staff are adequately trained to help and guide anyone with disability.

The IRs can go one step further by setting up foundations that are funded annually with a small tax-deductible percentage of the revenue collected, especially that from gaming, for the purpose of supporting and sponsoring worthwhile charity events to be held there. Providing a 'doing good' opportunity can increase patronage at the IRs, with concomitant spin-offs for local businesses and consumers. Doing so will show the country's commitment to be a caring and graceful society, and one that is willing to go the extra mile to create a uniquely Singapore experience for everyone. It is a unique opportunity for the IRs.

Dora Hoan
Group CEO
Best World International

THE economic landscape in the region is changing very rapidly making it imperative for Singapore to adapt to an increasingly competitive environment not just to expand its tourism share, but to keep on track its positioning as the ultimate Global City of Asia. Given the huge investment in the Integrated Resorts projects, it is critical that they deliver significant economic benefits for local companies and businesses in order for the gains to be equitably shared by Singapore society. The key here is how to profit from the expected influx of tourists, and make the most of the opportunities brought about by job creation and potential economic spin-offs.

The IR project is said to pose competition to small players in the tourism and events industry, and indeed it is a reality we must adapt to. Viewing this as an opportunity rather than a threat is the only way to go which may open us up to creative and innovative ways to profit from the buzz generated by the IR's world-class appeal in order to bring more people to places for shopping, dining, convention venues, entertainment venues and other local attractions. Business strategies then must necessarily be geared towards strengthening local enterprises in aspects of branding, marketing, capability development, pursuing new market segments and continuing to capture our fair share of the growing Asia-Pacific market to strengthen our companies while strengthening the nation's economy.

When change is inevitable, the buttons to activate are innovation and long-term thinking, viewing the IR projects not just as a way to ring in the cash but to position Singapore as an iconic global destination that pushes the best lifestyle to the forefront. It is a fact that we have to cope with the unpredictable world of business by building an enormous amount of flexibility into our organisations, which is the way to take advantage of change and convert what could otherwise have been threats, into opportunities.

Chip Salyards
Vice-President
BMC Software Asia Pacific Pte Ltd

BMC Software is proud to be a technology partner of both Integrated Resorts - the Marina Bay Sands and Resorts World Sentosa. From an economic standpoint, I strongly believe the forthcoming launches will be landmark events as they are expected to boost tourism and generate additional revenue for Singapore, solidifying the market's position as the entertainment and leisure hub of South-east Asia.

The IRs are state-of-the-art in all respects - including architecture, services and IT infrastructure - and all future patrons can look forward to an experience like no other. On the technology front, BMC Software has been working hand-in-hand with other leading technology providers to help the IRs better manage their costs through automation technology.

Our job is to ensure that operational efficiencies are achieved in order to deliver an all-round, positive customer experience. I believe the IRs will raise the bar for Singapore's MICE industry, and we can anticipate that other properties and businesses will need to rethink their IT strategies - such as leveraging cloud-based technologies and process automation - in order to stay competitive and profitable, and to continue delighting customers.

David Leong
Managing Director
PeopleWorldwide Consulting Pte Ltd

THE Integrated Resorts in Singapore are an economic development gamble and the odds are high for an economy that was premised on a growth model that is based on the export of initially labour-intensive manufactured goods to world markets. This is to be followed by a move up the technology and value-added supply chains as the comparative advantage shifts.

This 'shifting sands' syndrome caused Singapore to re-look at its obvious small size and to see how we can diversify out of export manufacturing and into high-value services. Singapore strives in a free-trade environment with free capital flow in the cross-roads between developed countries in US, Europe and Asia and the developing countries. The Integrated Resorts by themselves are not enough to spur the entire service industry in Singapore to supplant the export manufacturing contribution to our economy.

The benefits of the IRs are not simply the gaming taxes they generate but also the direct and indirect multiplier effects - of bringing the rich from around Asia and the region to Singapore, increasing the quality of life quotient, having more entertainment formats (world's best tax free shopping experience, all-year Best World Food Fest) and improving mass tourism. High-end goods and services can make Singapore their destination in Asia since Singapore can have a good catchment of the rich and appeal to the mass market of Asia. The region's rich come to Singapore because it is safe, secure and predictable. High-end properties and the marina bays will be in great demand.

Free flow of wealth in the region can be channelled to Singapore and this will enhance the wealth management services. In all, Singapore can be the centre of the money game - whether it is gaming, risk management, exotic financial and structured products, venture capitalism, it is where the money management chain takes centrestage. Whichever growth model we adopt, the spotlight will be cast on the IRs in the next two years to see how it can be the catalyst for the multiplier growth effects in Singapore.

Loi Pok Yen
Group CEO
CWT Limited

By and large, casinos don't lose money. If you win, they're just afraid you won't come back. If you have been to a five-star casino, you'll realise that service levels are usually impeccable. The service levels attained in the new IRs should have a spillover effect and, hopefully, improve service standards in the rest of the retail sector. The two IRs also boast world-famous restaurants and international performers. Product offerings will proliferate and the level of sophistication is also likely to increase. An increasing number of people will be attracted to Singapore not only as a tourist location but hopefully, as a place to reside and/or do business. When businesses start adapting themselves to offer products or services to not just Singaporeans or expatriates but the international community, Singapore will become a global city.

Teng Yeow Heng Michael
Managing Director
Corporate Turnaround Centre Pte Ltd

WE should create our own Singapore brand and theme of entertainment such as our own version of Disneyland, Universal Studios etc. Overseas visitors can visit Disneyland, Universal Studios elsewhere. Some want to see something uniquely Singapore that they cannot find elsewhere. We can create our version of what Singapore is known for and these may include Mr Kia Su, a multi-racial and religious environment, our success story as a nation, Singapore hawker food or cuisine, etc but make it entertaining and fun. From our experience of working with the various foreign parties in the Integrated Resorts, we should be able to acquire the expertise to build integrated resorts in the region. Thus by building our own brands and expertise, we can export our own capabilities internationally.

Liu Chunlin
CEO
K&C Protective Technologies Pte Ltd

I AM sure many people are concerned that the IRs might inadvertently cannibalise local businesses when the business is initially slow. Let us hope that overall, the IRs can generate additional local demand and create spin-offs with good dovetailing between the IRs and local businesses. I see the IRs' strengths as their ability to attract internationally seasoned and discerning travellers including high rollers, creating demand for high-end shopping, gourmet dining, production shows, entertainment, etc. The IRs should capitalise on their competitive advantage of spacious facilities and in-house resources to mount more big international events. In general, international travellers often complain about the homogenised and sometimes sanitised experiences they get, especially if the venues are run by the same international corporations. Hence the IRs must recognise the uniqueness of Singapore and weave that into the experiences they offer to their customers. There is scope to project more of that 'Uniquely Singapore' flavour whilst maintaining an international standard of service.

Tan Kok Leong
Principal
TKL Consulting

SUCCESS of the IRs depends very much on their ability to amuse and to amaze. IRs probably should be allowed to operate its own TV channel if they wish, to project their image and attract customers. They can bring in top class artists and cultural show for Singapore and neighbouring countries. To develop Singapore as a regional tourism centre perhaps IRs could help the local travel companies and agents in destination planning marketing strategies to make tourists stay longer. Local universities could introduce management courses on integrated resorts, inviting operators to give talks and conduct tours of the resorts.

David Low
CEO
Futuristic Store Fixtures Pte Ltd

THE launch of the Integrated Resorts will set a platform for us to transform the tourism landscape. For a long time, the clean but boring image many foreigners have of Singapore is a tad too aseptic for us to be linked with fun and excitement. With the introduction of gaming industry alongside wholesome entertainment led by Universal Studios, the island is already drawing new players to set foot in our retail and entertainment arena. This no doubt pulls in tourism dollars but the local community has plenty to gain as well. The presence of new dining outlets add to our international gastronomic fare and new international fashion labels that the locals could previously get only on holidaysoverseas will make their mark here.Our island will beliving up to its sunny reputation! To sustain the IRs, local patronage is crucial as well and we can take a leaf from Universal Studios operations overseas by offering locals an annual family package to encourage frequent patronage for the entire family.

The Integrated Resorts will likely draw different crowds including those who were previously indifferent to what Singapore has to offer. With the influx of a new pool of tourists, a new door of opportunity opens for local businesses. From the offer of bundle package of IRs and local labels for social visits (eg. present ticket stubs from IRs for exclusive promotions and discounts with local labels including special travel rates on local transportation system) to the bundle package of offering business travellers promotional packages that entice them to extend their stay beyond commercial purposes, this is the chance for local talent to demonstrate creative juices in capitalising on the new crowds.

Not only will local businesses reap consumer dollars but they also stand to earn themselves a name in countries abroad. It's a win-win situation for both IRs and local businesses to do tie-ups and promote Singapore as a vibrant city that offers true to Singapore delights. The positive spin-offs are aplenty with coordinated efforts from government agencies to promote local businesses together with IRs overseas.

Thomas Arasi
President and CEO
Marina Bay Sands

MARINA Bay Sands is working with many Singapore companies in the construction of the hotel, restaurants, the convention centre and in all of our entertainment venues. In addition to our team, we will need the services of thousands of vendors and suppliers to help us deliver once-in-a-lifetime experiences for our visitors. Marina Bay Sands will be the premier destination for business travellers and conventions and we believe that the tens of thousands of people coming to our Sands Expo and Convention Center for events will generate spillover benefits across the island. We're proud to contribute to Singapore.

Joshua Yim
CEO
ACHIEVE Group

IT is a given that the opening of the two Integrated Resorts will create jobs and boost economic growth. As a country, Singapore is very good at its methodologies and practical approach to stimulating the economy through its initiatives so much so that many countries look to Singapore to learn from its systems. If Singapore, through its management of the IRs, is able to balance such economic growth whilst preserving the cultural values and social fabric of its community, countries worldwide would be induced into importing Singapore's model and approach. A consultation authority could be set up in the longer term to export this knowhow to cities that have a desire to build their own Integrated Resorts. This could be a very successful offshoot which could involve governmental agencies and private sector consultation firms.

Subbaraju Alluri
CEO
Grey Group Singapore

The IRs will surely bring in a whole lot of new opportunities for the economy and the local consumers. To start with, the local consumers will enjoy more options in terms of entertainment/recreation/shopping/family outing. The trick is how the IRs can be attractive in terms of pricing. That would be the key to get the locals coming back again and again. And let's not forget affordable F&B that is of the highest quality and choice. Here new concepts will play a big role. The IRs will have a positive spin-off on the transportation industry, heritage-related products, food and beverage and many others. However, visitors will seek value-driven packages to ensure their visit is worth the while. I see a lot of collaboration between the various entities to make the experience complete. To do so, they will have to offer creative and attractive packages.

Deb Dutta
Vice President
Brocade Asia Pacific

IRs can sub-contract Sistic to market its venue for musical concerts and performances like Cirque's Big O at the Bellagio or Celine Dion's concerts at the Caesar, complete with fine dining. It value-adds to MICE's marketing effort and also helps keep their F&B revenue healthy. It also brings in incremental business to Sistic, in addition to regular ticket sales from Kallang Indoor Stadium or The Esplanade programmes.

Both resorts can consider creating a Club Med experience in their theme parks. Imagine you have GOs greeting you, kids club activities for under 12, programmes for teens and adults - all within the resorts - essentially playing up the family vacation theme. IRs can consider its own hiring; otherwise, there are several established local adventure business operators that can provide the resource and expertise.

This article was first published in The Business Times.