Sunil is from Kerala, India. When he found out that his favourite playback singer would be performing at the National Stadium in Bukit Jalil, Kuala Lumpur, Sunil immediately got his family members and friends to book tickets and their accommodation in Kuala Lumpur.
That was some two months before the concert.
Two days before the event, he and his friends flew in to Kuala Lumpur. Right after touching down, they went shopping, enjoyed the local cuisine, and even made a trip to Genting Highlands to enjoy the scenery and the rides.
As they were travelling in a big group, they chartered vehicles everywhere they went, including to the stadium for the concert, and bought souvenirs just before they left for Kerala.
That is just an example of the economic spillover effect of organising an event in the country – and when factored in with other events, can result in millions, if not billions, of ringgit in revenue for the country, annually.
Malaysia has turned into a must-stop events destination – from sporting extravaganzas to live acts.
However, the challenge is in ensuring venues in the country continue to compete and deliver a world-class experience that will be remembered for a lifetime. One key component of that is maintenance.
“Venues are competing with television and mobile devices. It boils down to providing viewers of live shows a really good experience, and this comes down to well-maintained venues,” said Ed Sanderson, executive vice-president, venue development, Asia at ASM Global (Asia Pacific).
“People will be paying money the minute they get into their vehicles to get to the venue. They can easily just sit at home and watch the same show. So it’s crucial that we deliver a customer experience that keeps up with the people’s needs and expectations.”
Sanderson is no stranger to the local scene, as ASM Global has worked closely with the national oil company Petronas to market the Kuala Lumpur Convention Centre for the past 20 years.
Having lived in Kuala Lumpur before, Sanderson highlighted that maintaining amenities and facilities is a wise investment.
“You have to make sure the lights are working, the toilets are functioning. If you look at venue operators in the United States or the United Kingdom, they invest and reinvest in their venues every five years to ensure they continue to offer something new.”
Partnering local company Sportswork Sdn Bhd, ASM Global recently signed an agreement with Malaysia Stadium Corporation (PSM) in delivering its services for Kuala Lumpur Sports City (KLSC). The two main venues there are the 87,400-capacity National Stadium, and the indoor Axiata Arena.
The “evolving partnership”, as Sanderson calls it, will enhance existing operations and event activities at KLSC.
“The potential is there. It (the KLSC) has among the biggest capacity stadiums in this region. It has good public transportation, ample parking, and there are various arenas, including an aquatics centre.
“The huge (seating) capacity and accessibility are appealing. Singapore may have the same infrastructure, if not better, but it’s expensive (to host events there).
“There should be an opportunity to acquire events that aren’t available elsewhere in the region. Malaysia can offer a different price point and experience,” added Sanderson.
PSM chief executive officer Faidz Sanusi said he is often reminded of caretaker Youth and Sports minister Datuk Seri Ahmad Faizal Azumu’s views when it came to hosting events in Malaysia.
Faidz said it was Ahmad Faizal who had encouraged PSM to up its game by partnering with an international company, in ensuring venues in Malaysia were recognised globally and met international standards.
“He (Ahmad Faizal) used to say that when there is a concert or sporting event in Malaysia, so much would have been spent by the fans even before they reached the venue. From buying food, shopping, to paying for the hotel rooms … that spending contributes to the economy,” said Faidz.
“There are ripple effects.”
Faidz gave an example of an event held at the National Stadium three weeks ago.
“It was organised by a direct selling company. They booked the whole stadium for the event and even got three Taiwanese artists to perform. That event attracted nearly 40,000 people worldwide.
“It’s not just about what happens on that day, but the preparation that goes into it. Locals were involved in setting things up. It also created job opportunities for the sound and light crew.”
Faidz said the booths in the stadium are often quickly snapped up as vendors are able to make anywhere between RM6,000 and RM12,000 for just six hours of business during match day. He added that organisers no longer shied away if there was another event taking place in the area.
“We’ve seen that happening when there was a big football match, a concert, and a fun fair happening on the same day. The organisers were well aware of the other events taking place and were fine with them being on the same day.”
Faidz said that the partnership with ASM Global meant that PSM must meet certain standards.
Faidz (left) shakes Sanderson’s hand after signing the agreement in London in July. They are joined by Ahmad Faizal (second from left) and Youth and Sports Ministry secretary-general Datuk M. Jana Santhiran.
“As such, I need funds and we have been hosting a variety of events … furniture expositions, fun fairs… I’ve planned several improvements to the venues. This is above and beyond the on-going maintenance work.”
The new plans slated for next year include:
- More toilets ala rest and relax areas along highways.
- Fixing the running track
- Futsal and basketball courts
- Upgrading the skate park to Olympic standards, and
- Upgrading the roof of the Axiata Arena, National Aquatics Centre and the National Squash Centre.
“Through our partnership (with ASM Global), more funds can come in where we can build cafes and retail outlets, turning them into one-stop centres for sporting goods, especially for local products, including state, and national football jerseys.
“While all these sound grand, it goes back to maintaining our facilities. The maintenance culture is key in keeping things in order and in keeping up with the times so that Malaysian venues stay relevant,” he added.
