Thousands of tickets given away since end-2022 for Singapore Sports Hub events
Kallang Alive Sport Management, which manages the venue, says it is committed to ensuring top-tier events are accessible to all.
Bruno Mars performs onstage during the 63rd Annual GRAMMY Awards at Los Angeles Convention Center in Los Angeles, California and broadcast on March 14, 2021. (Photo: Getty Images/Kevin Winter for The Recording Academy/AFP)
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SINGAPORE: For many fans, seeing American singer Bruno Mars live in concert at the National Stadium is a dream come true.
And some even got to watch the concert for free, thanks to Kallang Alive Sport Management (KASM), which provided tickets about 50 tickets to the South East Community Development Council (CDC) alone. Tickets were also provided to beneficiaries from other parts of Singapore
For Nur Emiira and her siblings, it was their first pop concert. Being long-time Bruno Mars fans, they found him amazing - just the way he is.
"I was very, very happy because it's not an easy opportunity for us to get tickets as I heard from my friends that the Bruno Mars tickets were sold out very fast,” she told CNA.
Azry Iskandar's experience was similar.
"It's not every day you get to see a (well)-known singer come to Singapore to perform live. So it's really a great opportunity for me to experience this at least once in my life,” said the 17-year-old.
KASM’s initiative saw various beneficiaries receive free entry to the concert, including children living in public rental flats and those whose families face financial difficulties.
Mars kicked off his three-night Singapore concert on Wednesday (Apr 3). Tickets went at between S$108 (US$80) and S$598.
CREATING A COMMUNITY
The partnership with Singapore Sports Hub means that residents in the South East get to attend events like workshops and take part in sports with a cause, said mayor of the South East CDC Fahmi Aliman.
For instance, in one activity, participants from different faiths came together to play football and at the same time, understand one another’s religion, he said. There are also sustainability and arts and culture events, he added.
Mr Fahmi said that the CDC goes through organisations like Social Service Offices to identify beneficiaries that can benefit from the events.
“District councillors are my eyes and ears on the ground, too. So certain inputs from them also help me to size up how I can allocate, how I can choose the beneficiaries in order to get them out, enjoy the occasion,” he said.
“One of the key things that we always look at is our cohesion, social cohesion.”
KASM was incorporated by Sport Singapore and was established to manage the Singapore Sports Hub, which aims to make the Hub a national icon.
BEING ACCESSIBLE TO THE COMMUNITY
Since the end of 2022, about 4,000 tickets have been given away for several events, said KASM’s group head of events and placemaking, Mr Yazed Osman. Recipients range from volunteers to those from lower-income families.
While the Sports Hub is known as a premier location that attracts world-class sports and entertainment, KASM wants to ensure the premises are also accessible for community events, he said.
"The community itself is our foundation. We are here to exist not only for major events like entertainment and sports. We are here also to serve the community. And that is important for us. And through the sharing of these experiences celebrating together, it is what defines us,” he added.
“This is a place for the community, it’s a place where you build memories.”
For instance, last year, during the Rugby Sevens, the Wheelchair Rugby Association was invited to watch the games live, he said.
He added that KASM is committed to bringing more access and more opportunities by working with community groups.
