In the face of mounting competition for motor-sport fans, Macau Grand Prix organisers should consider packaging tickets with the the city’s other attractions to maintain interest in the race.

In an ever-growing calendar of race events in Asia, which this year for the first time will include a Formula One race in Singapore, Macau will have to fight to keep the its profile, said researchers from the Institute for Tourism Studies (IFT).

More than 15,000 tourist and residents were surveyed on their experiences and opinions of the event last year. The growing Asian race calendar and increasing knowledge of attendees of the local race should be a signal to organisers that Macau needs to set itself apart, said Don Dioko, professor and director of research at the tourism school.

“The Macau Grand Prix is experiencing more competition, especially from races in Shanghai and Singapore,” he said. “The organiser needs to think about packaging or bundling the Grand Prix with other attractions to entice visitors.”

The overwhelming majority of visitors that attended last year’s race were aware of other events close to the SAR and a growing number intend to visit the races in the future.
Almost 80 percent of visitors were aware of the Shanghai race and some 35 percent intended to watch the race in the future.

Seventy percent “had knowledge” of the Zhuhai A1 Grand Prix, held in December last year, although only nine percent planned to watch the race. Although only 53 percent of visiting spectators had heard of the Malaysian Formula One race, almost 38 percent planned to watch it in the future, lifting it to the most popular Asian race of those surveyed.

Of more than 60 percent of the 5,075 visitors that were surveyed at different locations during last year’s race weekend, 61 percent had either watched the local Grand Prix live or on television.
Some 47 percent of residents also took in at least some of the action, however only nine percent watched it live.

High ticket prices kept many locals behind the television during the weekend, the research concluded.

“Residents should be encouraged to watch the race [live] by lowering the ticket prices,” said Patrick Lo, IFT lecturer. “Affordable tickets remains an issue with residents”.

Lowering gate prices could also encourage visitors who arrive to see the race to spend more, the research concluded.

Although visitors surveyed who attended the race spent an average of three days in Macau, compared with the two day average stay on non-race going visitors, the race fans spent less.

In total 3,552 patacas was spent by visitors who watched the race compared with 3,656 patacas spend by visitors who didn’t, excluding amounts spent on gambling.

However both groups handed out more than the 1,637 patacas the average guest of the city spent last year.

Pricing that combines race tickets with other attractions, such as accommodation at a casino-resort should be considered to bring more visitors to the event and encourage “freer” spending, said Mr Dioko.

Holding the local food festival during the Grand Prix weekend was seen as a good initiative, with more of a “festival” environment needed to continue to encourage race visitors and stave off competing races, the researches said yesterday.

“The Grand Prix should be looked at not only as a race but an entertainment event in order to give visitors more reason to come to Macau,” said Mr Dioko.

The Macau Grand Prix, which was first held in 1954 has however built up a loyal following. Of the visitors surveyed, 34 percent had attended the race in the past.

Overall residents said they are proud of the “prestigious” event that is one of the city’s leading attractions. Although most wanted to see it continue, there is mounting concern about the traffic chaos the race causes, the research showed.

The overwhelming majority of those surveyed believe that the event creates traffic jams.

However researchers were reluctant to suggest altering the circuit.

“The current circuit is has a long tradition and organisers could have to think very long and hard before moving it,” said Mr Lo.

Courtesy :: Macau Daily Times

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