Fancy birthday parties are a ballooning industry. But it's at the cost of the personal touch, say some parents
By Emily Lek
FORGET simple, cosy celebrations at home to celebrate children's birthdays - nowadays, amid smaller families and the resulting cosseting of kids, things are getting way more elaborate and expensive.
Cookie-baking, art and craft or Barbie-themed fantasy parties are some of the party options, amid a ballooning party planning industry.
Some besotted parents seem happy to fork out anything from $300 for a standard package to thousands of dollars for a customised party to mark junior's Big Day.
As an example of the birthday craze, party planner Joseph Then, owner of Party Wizardz, told LifeStyle about one client who, three years ago, booked the entire Acacia restaurant in Bishan Park for her child's birthday.
The thing was, her son was just two years old - barely old enough to feed himself, let alone know he was dining at a restaurant. And the bill? $20,000, most of which went to the costly Saturday night rent.
Of course, most parents would not cough up such a huge amount just for a kid's party, and indeed some Mums and Dads whom LifeStyle spoke to were horrified at such indulgence.
One, technical coordinator Carol Yap, 31, who has a two-year-old son, made the point that elaborate parties are expensive and not as personal. She says - and many would agree with her - that 'a birthday cake and simple family meal will suffice'.
On the other hand, given some parents' urge to splurge, it's no wonder that Singapore has at least 15 children's party planners. Some have packages that offer everything from food to party rooms, while others just provide the entertainment.
Even companies with a different focus, like culinary school at-sunrice and music school Kindermusik Asia, are jumping on the party bandwagon. And 10 industry players LifeStyle spoke to said they receive at least 30 per cent more party bookings a month compared to five years ago.
The reason? Rising affluence, they say. Clients like Madam Awyong Poh Twan, a 47-year-old mother of two, also point out that the fact that 'everything is well taken care of' appeals to busy, time-pressed parents.
So for her nine-year-old daughter's birthday this year, the manager of a publishing company 'outsourced' the work to Go-go Bambini, a children's entertainment centre at Dempsey Hill.
She paid $475 for a premium party package that included food, decor, games and access to its play area for the kids.
These days, 'play' is more than tykes in a sandpit. For example, Go-go Bambini has a Graffiti Party, where kids scrawl on white T-shirts, while its Pinata Party sees them whacking candy-loaded pinatas - wire-mesh figures with sweets inside.
At Fantasy Parties, kids can choose from 50 party themes like Barbie, Nemo and Harry Potter.
The latest on the kids party scene is ice cream chain Ben & Jerry's, which opened an outlet in March. McDonald's says party services 'continue to be in high demand'. But simple games like treasure hunts have given way to upbeat 'dancing games'.
Party Wizardz' Mr Then recalls: 'A young girl wanted me to replace the magic show in the package with dance lessons,' he recalls. 'She was a huge fan of High School Musical.'
Doting Mum Irene Loi, a housewife in her 40s, engaged party planner Mr Bottle's KidsParty to organise an army-themed affair for her 10-year-old son Brandon's birthday last year.
She spent $7,000 on the Sheraton Towers bash for her only son, including lucky-draw gifts from Japan. This year she plans a cruise ship party - as some might say, that takes the cake.
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Where: Block 8 Dempsey Road, 01-15, Tanglin Village
Party packages: Five packages. All include a party room with host, food and access to the play area
Price: From $375 for a weekday package to $575 for a Pinata or Graffiti Party for 15 people. Pay more for extra guests.
Contact: 6474-4176 or www.gogobambini.com
SCOOP U, BEN & JERRY'S ICE CREAM-SCOOPING ACADEMY
Where: 02-08 United Square Shopping Mall
Party packages: Make your own waffle cones, ice cream burgers or mini heart ice cream cakes. Some packages also include milkshake- and smoothie-making.
Price: From $550 for the Waffle Cone Party for 10 people.
Contact: 6732-6996 or e-mail bnjrocks@yahoo.com
FANTASY PARTIES
Where: 6 Ridgewood Close, 03-03 Himiko Court
Party packages: Three types: Basic, Standard and Deluxe. Choose your own theme and costumed gamesmaster. Customised packages are also available.
Price: From $350 for the Basic package for up to 30 people.
Contact: 6467-0249 or www.fantasyevents.com.sg
PARTY WIZARDZ
Where: 627A Aljunied Road, 09-03 Biztech Centre
Party packages: Three types: No Frills, Gold and Platinum, which includes a centrepiece balloon sculpture and gift package for the birthday child.
Price: From $299 for the No Frills package for 20 people.
Contact: 6544-3067 or www.partywizardz.com
MR BOTTLE'S KIDSPARTY
Where: 61 Teban Gardens Road, 02-03 Teban Place
Party packages: The Standard, Superb and Splendid packages include popular magician Mr Bottle's magic show, balloons and goodie bags for everyone. Expect face-painting and games in the Splendid package.
Price: From $490 for the Standard package for 20 people.
Contact: 6515-5921 or www.kidsparty.com.sg
AT-SUNRICE
Where: Fort Canning Centre, Fort Canning Park
Party packages: This culinary school's Big Brain Birthday Party teaches six- to 12-year-olds to bake one of these items: French apple tarts, rainbow cookies, banana bread, chocolate chip cookies or brownies.
Price: S$40+++ per child (minimum of 20).
Contact: 6336-3307 or www.at-sunrice.com
KINDERMUSIK ASIA
Where: 163 Tanglin Road, 03-11B Tanglin Mall
Party packages: This music school's party programme is packed with music and movement, in the form of circle dances, instrument play-alongs and singing,
Price: From $300 for a one-hour session for 15 people.
Contact: 6467-1789 or www.kindermusik.com.sg/birthday
MACDONALD'S
Where: Over a hundred outlets islandwide.
Party packages: Indoor, Outdoor and Takeaway parties available. Includes party invitations, gifts, games and a party hostess
Price: From $6 per child on weekdays for the Indoor party (minimum of 15).
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