Question 1
You are a Programming Officer for The Drama Centre, located at the National Library Building in Victoria Street. You have been assigned a budget of SGD 500,000 to present FOUR (4) productions as part of a Comedy Festival.
A summary of your deliverables are listed below:
- Each production must comprise of a minimum of FOUR (4)
- For each production, you are expected to recover all costs OR deliver a profit of at least 20% for each.
- Working with your marketing colleagues, you must secure adequate sponsorships (both cash and in-kind) to offset some (not all) costs for the Festival.
- Income from ticket sales must constitute at least 50% of all income generated.
- All travel, accommodation, ground transport and meals must be organised and paid for by the Drama Centre.
Additional Information:
1. Production A (Stand-up Comedian)
a. Has a total cost of SGD100,000
b. Will be flying in from Perth, Australia
c. Total headcount of 3 people
d. Will be in Singapore for 4 days and 3 nights
2. Production B (Physical Comedy Duo)
a. Has a total cost of SGD150,000
b. Will be flying in from Tokyo, Japan
c. Total headcount of 2 people
d. Will be in Singapore for 4 days and 3 nights
3. Production C (Ventriloquist)
a. Has a total cost of SGD 150,000
b. Will be flying in from San Francisco, USA
c. Total headcount of 3 people
d. Will be in Singapore for 4 days and 3 nights
4. Production D (Musical Comedy Production)
a. Has a total cost of SGD100,000
b. Will be flying in from Auckland, New Zealand
c. Total headcount of 15 people
d. Will be in Singapore for 5 days and 4 nights
5. For the last edition of the Festival, 70% of all tickets were sold at an average price of SGD 65.
6. A presenting sponsor, at a total value of SGD 80,000, was secured. No other sponsorships were secured.
7. Discounted airfares and hotel rates were secured. On average the discounts amounted to 15% for each air ticket, and 20% for each room night booked.
8. Meals amounted to an average of SGD25 per head per meal (breakfast, lunch and dinner).
An internal charge of SGD 85,000 was booked against each of the productions presented as venue costs.
Based on the information provided, and your research into the capacity of the Drama Centre and other associated consumables, answer the following questions:
- Develop a plan for organising and presenting your Festival. Summarise all the key aspects of your plan, highlighting strengths, opportunities, threats and weaknesses. Outline your considerations and supporting points in the form of a SWOT analysis.(40 marks)
- Identify all costs that would have to be borne for presenting the Festival. Be sure to include cost items that may not have been summarised in the points above. Explain your reasons for including them. Use data from actual productions to support your answer. Determine the approximate costs of the Festival. Show the difference between the actual costs and the budget assigned.(20 marks)
- Identify THREE (3) cost items that would be suitable for sponsorship and explain your reasons for selecting them. Categorise them into cash or in-kind sponsorships, detailing your reasons for one or the other.(20 marks)
- Present an Income/Cost summary for each production, and the Festival in total. Detail your assumptions, calculations and limitations.(20 marks)