SNOW CITY |
Overview |
Set up by the Singapore Science Centre and Snow Venture, Snow City is the only permanent indoor snow centre. With its facilities spread over two levels, half of the area is covered with snow and called the Snow Chamber. Visitors can snow tube, snowboard or ski down a 60-metre snow slope. |
Strategy |
Mission |
As families are an important target audience, Snow City aligns its pro-family business strategies, plans and objectives to achieve its corporate mission. It hopes to introduce the concept of snow and cold climates in an entertaining and educational way to families. |
Product & Service Mix |
To remain attractive to family members of all ages, Snow City underwent a facelift in 2007 to improve its entire chamber. After the revamp, the unique Winter Wonderland concept has a new photo studio complete with interesting sets like reindeers, sleighs, igloos, penguins and a huge polar bear for families to pose together. There is also an exciting snow slide for family members to ‘arm-lock’ and slide down together, and a new Mr Frosty Ice Cream stall at the snow chamber. |
Marketing & Promotions |
To cater to the needs of families, Snow City positions itself as a centre of recreation and edutainment. Besides offering birthday packages, corporate theme events and winter wedding solemnisation ceremonies, there are also enrichment programmes that appeal especially to families and children. These include experimenting with liquid nitrogen, DIY ice-cream and night camping.
Snow City has a tie-up with Maybank to offer a $2 discount off admission for Maybank Family card members. Senior Citizens aged 55 years and above also get a $2 discount off admission. |
Service |
Service Attitude |
To ensure families are served well, Snow City’s requirements for recruitment of frontline staff include their ability to communicate and interact well with people of ages. Frontline staff are also provided with guidelines on service recovery and are given some responsibility in resolving complaints. |
Nurturing service care |
To nurture service care, Snow City has utilised the Pro-Family Business grant to set up a mezzanine floor and a Hot Chocolate Café in the snow chamber to cater to family members of all ages. Parents and grandparents can enjoy a hot chocolate at the new cafe or wait comfortably at the mezzanine level, which overlooks the landing area of the ski slope and the snow playground where the children will be. |
Safety first |
The mandatory safety and security practices are in place and incorporated into Snow City’s SOPs. |
Infrastructure |
Access & Layout |
To provide convenience for families and its other visitors, Snow City has lockers and jackets, boots and snow tubes are included in the admission fees. There are designated areas for different play and exploratory activities. The flush toilets on the ground floor are installed lower to cater to children. |
Facilities |
To provide an enjoyable time for the tri-generational family, Snow City has a host of family-friendly facilities. These cover a mezzanine floor waiting area which overlooks the ski slopes, a Hot Chocolate Café and Mr Frosty Ice Cream stall within the snow chamber, an exciting snow slide, and a photo studio with lots of fun props for families to capture the fun time they had at Snow City. There is also a Korean BBQ restaurant for families to gather for a meal after a day on the slopes. |
