July 27th, 2007
Give that man a beer. Make it at TigerLIVE
If you are a fan of heritage-worthy brews, you should check out TigerLIVE. Recently opened at the ultra-hip heritage clubbing venue St James Power House, TigerLIVE opens from 11 am to 8 pm daily and charges an admission fee of S$18 for adults and S$12 for those below 18. Now, before you go “So expensive!”, do note that this includes a glass of Tiger beer (what else?) plus an exclusive limited edition Tiger souvenir per person. Minors will receive a soft drink (of course).
Offering a “multi-sensorial journey into Tiger Beer’s rish past all the way to its innovative present”, TigerLIVE marries state-of-the-art technology, vintage beer bottles, local celebrities and a whimsical twist to provide an alcoholic buzz. Here’s some photos from my recent visit there as a member of the Association of Singapore Attractions.
Here’s the entrance to the various thematic zones within. Your journey begins by tracing its roots at the World of Tiger which takes one through its humble origins in 1932 to the present status as a world-famous award winning brew. Thereafter, a “pepper ghost” special brings you back to the Beginnings of Tiger Beer, followed by a trip down memory lane from using lighting and video technology in Tiger Nation. The climax is the Grain to Gold 4-D show which looks at how two wheat grains come to life through state-of-the-art animation.
I enjoyed myself throughout most of the presentations, which were done in a light-hearted and humourous manner. No photos were allowed but fortunately you can enjoy a virtual tour here
Merchandising provides revenue which is the life blood of attractions. Here you can see Tiger Beer themed T-shirts, mugs, key chains and masks offered for sale.
Displays like this helps recapture some of the past glory of the golden brew. On the left side is an early version of the “uniforms” which Tiger “girls” used to dorn while serving customers.
Another exhibition panel on display, this time with several vintage photographs and a Tiger beer draft tap on the bottom right corner.
Glass display cases showing various shapes and sizes of beer bottles on the wall. Some funky old retro posters and mugs were also exhibited. “88 bottles of beer on the wall….”
Some of the various beer glasses that you can bring home, catering to your whim and fancy.
A huge glass of beer – the ultimate alcoholic fantasy – stands at the middle of the Tiger Den
. Notice the smiling, happy faces.
More T-shirts and merchandise on the wall. Yep, these guys never miss an opportunity to make a couple of Tiger dollars.
The museum includes a large cavernouse “disco” which can be used for functions. Here is ASA Chairman Francis Phun addressing members of the ASA Champions Club- a new set up for service supremos in the attractions industry.
After a hard day’s tour, give that man a beer. Make it a Tiger…or two… or three…
Tags: attractions, lifestyle marketing, museums, st james powerhouse, tigerLIVE, tourism destinations