Phuket’s luxury lifestyle events - by Paul Poole
Phuket is no stranger to luxury lifestyle events, but perceptions have moved a long way since the annual Phuket King’s Cup Regatta (inaugurated in 1987) was considered ‘luxury’, with its nightly beach parties offering a simple buffet and free-flow beverages.
Whether it’s a luxury developer celebrating a milestone achievement, an exclusive celebrity wedding, a charity gala or an annual luxury lifestyle event, Phuket has firmly established itself as the definitive island resort destination for luxury happenings in Thailand.
But what do we mean when we talk about luxury? Is it a static concept, symbolized by instantly recognized, world-famous brands? Or is there more to it?
According to a recent world-wide survey, most respondents claimed that the meaning of luxury had evolved for today’s younger generations. Sure, the age-old ‘musts’ defining luxury still hold true in most cases – quality, elegance, exclusivity and so on – but personal fulfillment and experiential one-upmanship amongst peers now enter the equation as being central to the concept of luxury. Price alone, while still in the mix, is less significant than it was for older generations as ‘expensive’ gives way, to some extent, to ‘different’.
This shift in focus within the market for luxury represents an opportunity for Phuket to lead the way in hosting, developing and sustaining big, luxury lifestyle events. When luxury lifestyle was all about shopping for the latest Louis Vuitton accessory or that must-have Lamborghini, Bangkok was the only destination in Thailand that made sense for luxury events. But, as the meaning of luxury increasingly embraces the value of experiences, Phuket – with its exotic islands and high-end beach culture – is perfectly positioned to capture a much greater share of events in this sector.
Phuket hosts two annual events that fall comfortably within the definition of ‘luxury lifestyle’. One is Infinite Luxury’s Kata Rocks Superyacht Rendezvous (KRSR), now in its 8th year, which sees a collection of invited superyachts and regional glitterati gathering in the waters off Kata Beach for a few days comparing yachts and yachting experiences – and attending lavish waterfront parties.
The second annual event is the Thailand International Boat Show (TIBS), which blends all the elements of luxury lifestyle that Phuket can offer – including high-end property and bespoke travel – against a backdrop of magnificent yachts, assorted water toys and yachting adventures. At TIBS, visitors can do more than just buy a boat – they can explore and learn about the boating lifestyle, getting help from experts in tailoring their purchases to launch them on new and challenging experiences.
September 2024 will see the 25th anniversary Gumball 3000 rally stop in Phuket on its way from Egypt to Singapore in time for the Singapore F1. Gumball 3000 is a celebrity car rally, combining luxury and adventure, which has taken thousands of supercars and entrants on epic journeys across the globe – experiential one-upmanship at its finest. The rally’s Middle Eastern leg will finish in Amman. There 100 cars will be loaded onto cargo planes headed for Bangkok, where the Asian leg begins.
All three of these events have several things in common. Their appeal is clearly to UHNWI / HNWI’s. Their concepts are about more than simply lavishing money on top-end brand purchases; they embody the excitement of new and ‘different’ experiences – albeit available only to those who can afford them. And they all rely on commercial sponsorship to make them work.
Sponsorship is the lifeblood of this kind of large scale, high end, professionally-managed event. As such, both TIBS and Gumball 3000 are represented by Paul Poole (South East Asia) Co., Ltd. – The Sponsorship Experts in respect of their commercial sponsorship and brand partnership marketing, ensuring that their sponsorship offers are properly packaged and targeted – and their sponsors professionally managed in the build up to, during and after the event.
Building on the opportunity presented by the changing demands of those who live a luxury lifestyle, Phuket is in a strong position to pitch itself as a global destination for luxury events – attracting top rights holders, sponsors, partners, participants and visitors from across the world.
