Case Study - Marketing for Hospitality and Tourism
Case 27 “The Ritz-Carlton, Millenia Singapore”
Summary
Walter Junger is the executive assistant manager in food and beverage department of the Ritz-Carlton Millenia Singapore hotel. He came up with the event “first annual New World of Food and Wine Festival” The management believed his suggestion would be beneficial and backed the concept with budget, personnel and managerial support. Event also had another purposes like creating publicity for the hotel and developing scholarship fund for students. Starting from opening cocktail reception, the festival was held for four days. The festival was divided into three sections of wine tasting and dining, with prices ranging from ＄50 to ＄180.
Almost all the events during the festival were sold out, and some even had waiting lists. In addition, auction of rare wine was conducted to raise funds during the gala dinner. The auction was well supported by guests raising over ＄18,000.
What about now?
Millenia Singapore made “New World of Food and Wine Festival” in 1996. After success in that year, they continued their festivals. This is the picture taken from one internet site. The site gives us information about entrance fee, the chef who will attend the event and pictures from the event
This is the picture about strawberry-flavored white chocolate
This is the picture about attendees(chefs)
The pictures on the left are invitation form from the hotel in 2004. It was held for 8 days and lots of programs were planned to attract customers and make them feel the joy of taste.
This article was published in 2012. The content is about the Millenia’s food and wine festival. Thus, it means they are still holding the festival each year.
More than that, they‘ve been doing many things inside of the hotel.
In 2011, they opened outdoor function space – Millenia Pavillion, completed renovation of 608 rooms and suites
Also, their bathroom was chosen as the world’s sexiest bathroom.
In 2012, they ranked
Summary
Walter Junger is the executive assistant manager in food and beverage department of the Ritz-Carlton Millenia Singapore hotel. He came up with the event “first annual New World of Food and Wine Festival” The management believed his suggestion would be beneficial and backed the concept with budget, personnel and managerial support. Event also had another purposes like creating publicity for the hotel and developing scholarship fund for students. Starting from opening cocktail reception, the festival was held for four days. The festival was divided into three sections of wine tasting and dining, with prices ranging from ＄50 to ＄180.
Almost all the events during the festival were sold out, and some even had waiting lists. In addition, auction of rare wine was conducted to raise funds during the gala dinner. The auction was well supported by guests raising over ＄18,000.
What about now?
Millenia Singapore made “New World of Food and Wine Festival” in 1996. After success in that year, they continued their festivals. This is the picture taken from one internet site. The site gives us information about entrance fee, the chef who will attend the event and pictures from the event
This is the picture about strawberry-flavored white chocolate
This is the picture about attendees(chefs)
The pictures on the left are invitation form from the hotel in 2004. It was held for 8 days and lots of programs were planned to attract customers and make them feel the joy of taste.
This article was published in 2012. The content is about the Millenia’s food and wine festival. Thus, it means they are still holding the festival each year.
More than that, they‘ve been doing many things inside of the hotel.
In 2011, they opened outdoor function space – Millenia Pavillion, completed renovation of 608 rooms and suites
Also, their bathroom was chosen as the world’s sexiest bathroom.
In 2012, they ranked