BASE Entertainment Asia, the live entertainment production company which has brought in successful runs of Broadway and West End musicals such as The Lion King, Mamma Mia!, and Wicked to Singapore, is keen to ramp up its corporate hospitality business.
Corporate ticketing currently contributes 15 per cent of Base’s total revenue, with Singapore, Australia, Malaysia and Indonesia as the main source markets for its corporate hospitality clientele.
With Base planning to add to its stellar lineup of shows later this year and in 2013, the company’s managing director, Milan Rovic, was highly optimistic about growth for the corporate segment of Base’s Asian business.
“We’ve seen firms (in Asia) hosting just one corporate hospitality event a year. (This has increased) to two or three a year now – figures that should increase alongside the number of productions staged,” he said.
According to Katie Marsden, head of marketing, product & business development at ticket-packaging firm Showbiz Asia, which Base works with to develop and sell corporate hospitality packages, more companies in Asia were employing corporate hospitality tactics to grow their businesses.
“Firms that we’ve worked with in the Asia-Pacific region are aware that corporate hospitality play a vital role when it comes to forging business relationships. To them, the rationale behind corporate hospitality events is no longer just about entertaining clients but optimising the ROI of an existing marketing budget,” she said.
