2.5 Pricing

Pricing strategies, often based on the objectives of the event, include revenue-oriented strategy, operations-oriented strategy and market-oriented strategy. The strategy that the event had adopted would be the market-oriented strategy. The regular ticket price was set at $10 each which is considered very affordable to Singaporeans in general. On top of that, the event had different pricing for different visitor segments such that there were special discounts for PASSION card holders, senior citizens and students.Thus, it can be seen that it is a mass-market event since the event was also meant to cultivate deeper public engagement with the arts. The event has successfully incorporated pricing to its advantage to gain the attention of the mass-market.