Every survey response is an opportunity to learn, grow, and improve.”
The LEGO X BTS event Singapore, held from July 7 to 16, 2023, transformed a 39-meter stretch in front of Ngee Ann City on Orchard Road into a vibrant celebration of pop culture. Organized by LEGO Singapore in partnership with the Singapore Tourism Board (STB) and Orchard Road Business Association, the event drew BTS fans and tourists, boosting retail and cultural appeal. Apeiron Market Research & Consulting conducted a comprehensive Orchard Road footfall analysis, delivering visitor analytics Singapore to optimize event impact.
Apeiron’s Role: Leading Market Research for Events Singapore
Apeiron was shortlisted to handle footfall estimation and consumer surveys for the LEGO X BTS event, employing a rigorous methodology to capture event engagement metrics Singapore:
- Strategic Field Surveys: Field agents were stationed inside and outside the event area, conducting interviews and encouraging survey participation via QR codes.
- Hourly Data Collection: Manual counts were recorded hourly during peak and non-peak hours, on weekdays and weekends, ensuring data reliability.
- Photographic Verification: Time-stamped photos were shared with the desk team for footfall estimation, reducing errors.
- Data Triangulation: Combined survey data, photos, and counts to estimate average daily footfall with minimal margin of error.
- Benchmarking: Compared footfall to 2023–2024 studies at Wisma Atria for context.
- Tourist Ratio: Calculated the proportion of tourists vs. locals using survey responses from 800+ respondents.
This methodology provided STB and organizers with robust audience demographics Singapore and engagement insights.
Key Impacts of the LEGO X BTS Event
The event significantly enhanced Orchard Road’s vibrancy, with Apeiron’s tourism analytics Singapore highlighting:
- Increased Footfall: Large crowds, especially during peak hours, engaged with interactive zones like the LEGO BTS Big Builds Stage, featuring 1.2-meter-tall sculptures of BTS members made from 161,000 bricks.
- Retail Boost: The Disco Retail Zone offered exclusive LEGO BTS sets with up to 25% discounts, driving sales through bundle deals and gifts.
- Cultural Appeal: The event attracted regional BTS fans, reinforcing Orchard Road’s status as a cultural and shopping destination.
Insights from Visitor Analytics Singapore
Apeiron’s Orchard Road footfall analysis delivered actionable insights:
- Visitor Volume: Identified peak vs. off-peak hours, enabling better crowd control, staff deployment, and performance scheduling.
- Zone Performance: Analyzed traffic at the Big Builds Stage, Disco Retail Zone, and Record Discovery Zone (e.g., LEGO Donut Wall, BRICKTIFY Me station), informing resource allocation and layout improvements.
- Visitor Experience: Monitored entry/exit points and dwell time to reduce queues and enhance flow, ensuring a seamless experience.
- Retail Optimization: Correlated footfall with sales to identify high-conversion time slots and optimal product placements, maximizing revenue.
- Marketing Precision: Identified local vs. tourist sources, guiding targeted promotions for future campaigns.
- Sponsor Appeal: Provided metrics on total footfall and zone engagement, strengthening the case for future sponsorships.
- Future Planning: Historical footfall data supported attendance forecasts, logistics, and safety planning for subsequent events.
Why Event Engagement Metrics Singapore Matter
In Singapore’s competitive tourism landscape, market research for events Singapore is essential for creating impactful experiences. Apeiron’s visitor analytics Singapore turned crowd movement into strategy, helping STB and organizers enhance the LEGO X BTS event’s fan experience, drive revenue, and sustain Orchard Road’s cultural energy.
Elevate Your Event with Apeiron
Want to unlock the power of tourism analytics Singapore for your event? contact us today.
Written by the Apeiron Research Team, specialists in Singapore event analytics with a proven track record with STB.
