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a) It does beg the question as to why I would use up my valuable time and efforts to convince you that

POLW (Port of lost wonders) is the place for you to be, but with some strength and determination, you
will hopefully hear me out before changing your mind. Take this for starters; as quoted from their
representative whom gave us the tour around the site itself its already fully booked up to July. Port
of lost wonder is the first of its kind to be operating in Singapore a beach club catering and
specializing for children which cost thirteen million to construct back in 2012 (refer to appendix 1).
Whilst it seems difficult for you to find a kids club a place of interest to visit; this is one perspective you
can choose to adopt. Adjust your mind to accept nostalgia. Its been proven (refer to appendix 2) to
have benefits for you, such as promoting psychological well-being and fostering belongingness. You
and I were both children not too long ago; visiting Port of Lost Wonder would be a positive step back in
time, back to when we were both not loaded with tourism-related assignments and tasks. Take into
consideration some of these other motivating factors apart from nostalgia and stress relief.
Thrill and excitement (The adrenaline of running around pretending weve temporarily become
Jack Sparrow and Elizabeth Swann from Pirates of the Caribbean) (View article photo attached)
Different atmosphere created (Whens the last time you played at a water park originally
designed for people half your height and age?)
Fun (If water splashing does not fit your perception of fun then I dont know what will)
New experiences and sensation
With me being unable to fully dissolve your behavior in detail, your perspective of motivation for visiting this
attraction could vary by quite a bit. However I am fully confident that by now I have convinced you of the
appeal port of lost wonder possesses to you (and I).
After all, thats part of the definition of an attraction. (To offer visitors pleasurable and fun experience and to
ensure they enjoy themselves) If pirate ships, water slides and sumptuous food do not fit your criteria of fun
or pleasurable, I dont know what will. Its an excellent alternative to the normal way of relieving stress we use
nowadays, such as going to the movies or playing video games. Also, this isnt a one-man show principle.
Visiting the Port of Lost Wonder with your friends will simply multiply and enhance your experience positively.
As each of you forget about the social norms that restrict us teenagers to be monotonous robots, fully focused
on academics and linguistics, each of you will soak up the unique euphoric atmosphere port of lost wonder
provides. At hindsight, this seems like a childish way to spend your time, but I leave you with this quote;
growing old is mandatory, growing up is optional.
b) The attraction on the inside has high quality standards as well. Speaking of it as a service product;
youll be glad to know the staff involvement in producing and delivering the product is top-notch. As
stated by the site Reece guide, the staff are titled as the Wonder Crew and each crew member
undergoes courses related to child development, first-aid and other necessary, relevant programmers
to ensure that they develop themselves to be fully equipped to handle situations involving children.
The natural instinct of parents is that they are very cautious and protective of their children no matter
what (view appendix 3), and this worry quadruples when they allow the kids to roam around a spacious
site such as Port of Lost Wonder.
Convincing them that the service staff are capable and trained to handle their loved ones whilst giving
them the freedom to enjoy themselves fully will make it more likely for parents to visit the site again in
the future (or to share the positive news with friends whom are seeking for intangible information before
actually going)

Port of lost wonder realizes that the attitude, behavior and appearance of every staff member impacts
the perception of both children and their adults/family members. One challenge faced by port of lost
wonder is to continually satisfy staff members as it can get frustrating to work around children for long
periods of time. As the photo attached indicates, the board and committee actually did their homework
and gathered back that staff members primarily desired 3 things; empowerment, connectedness and
recognition. Empowerment and recognition can be gained when parents notice the effort put in by the
staff to take care of their children, or in some cases when the kid demands a specific request (i.e., no
crust on their pizza) and it is met immediately; this is an example of how a staff member can receive
empowerment and recognition in the short term. In the long-term, (view appendix 4) small acts of
appreciation in real-time, in front of visitors is the way to go. As stated in the appendix, Be specific,
descriptive and measured when acknowledging staffs exemplary work.


Hence, to ensure that they maintain the consistency of high quality exhibited by their members and
achieve the need of connectedness, they provide team bonding for workers via an excursion of the
esteemed Club Med, so as to understand each others strengths and weaknesses better and also to get
a good grasp of how to replicate realistic feelings to the children without them (or their parents) directly
experiencing staff strengths or weakness during interaction. The feelings that they convey when
working would be similar to what they would want to experience should they be in the childrens shoes.

An occurring trend that Port of Lost Wonder had to be sure to counter (view appendix 5) was the
difficulty of juggling both safety concerns and the entertainment value in their facilities. It was found that
when safety is too highly prioritized, kids tend to find an inability to channel and release their full
creativity. The fun factor is greatly reduced and if this had occurred to port of lost wonder, the value of
them as a service product would have greatly dwindled. With the core product of Port of Lost wonder
being entertainment and fun, they have to manage their safety guidelines wisely so as to retain the
attention span of children. They have done so with their main attraction, being the most visible one
(View photo attached) the pirate ship.

The centralized location of the pirate ship makes people assume that this is the center of attraction at
the site itself. As quoted by the site Reece guide, it is the most crowded feature when Port of lost
wonder is in operation. They have a pirate (service staff member) to guide and handle children
running onboard so as to prevent injuries or collisions. Not only is children the responsibility of the
pirate and Port of Lost Wonders concern, but parents as well. With relevance to the aforementioned
importance of safety as part of the service product port of lost wonder possesses, it is no surprise that
some parents go the extra mile to assure the safety of their offspring.

With regards to the energy of kids and their constant demands, that brings me to one challenge that
even management themselves have pointed out; the job is too labor-intensive for some people.
Manpower is a nationwide problem for organizations in Singapore (view appendix 6), and this exists at
port of lost wonder as well. Having to constantly cater to every childs wellbeing can get taxing. The
other challenge management said to be facing is the lack of novel ideas and programming. Repetivity
attracts dullness, Creativity repels it. They have to use themes for enhancing their activities or changing
their programmes in order to draw attraction (I.e., during Christmas and NDP they have special
activities view appendix 7)

With reference to one parents experience, from her blog (view appendix 8), I found that it is a common
occurrence for (assuming both parents are present) one parent to accompany the kid(s) on the slide
whilst the other remains on ground level to snap photos. Hence the safety of both types of people has
to be accounted for by the management and service staff for the facilities to operate smoothly.

This coincides with one principle of the service product, being each customer is directly involved in
the production process. Customers attitudes and expectations are reflected in the product (i.e., if the
kids and parents enjoy the amenities provided, their positivity will pass on to more people and potential
consumers) and the product is different for each customer (for the kids, their main product is all about
entertainment and fun whilst for parents, their main product is work and safety of their children.
Enjoying themselves is a secondary motive.).
As quoted by the site Reece guide, parents have space and Wi-Fi for them to work if they forcibly have
to do so (i.e. no time the next day or after the port of lost wonder visit due to other reasons) this
enhances the parents total experience of the site as a service product as well.

A common motivational quote is to do it once, do it right and this applies with the underlying principle
that no tangible product is carried home. Port of lost wonder has no opportunity to refund or exchange
the product (experience) once it is consumed (once kids have played around the area). An
unsatisfactory experience has to be prevented at all costs.
Hence, they set up several consistent activities to maintain the entertainment value, such as (every 5
minutes, the bucket tips and water pours on children.
Often they will crowd to the target area to enjoy the splash.) (At the end of every day is the POLW
boogie, where kids let loose even more and dance together) (During a rain, there are indoor activities in
the Hut for children to gather and interact together in a comfortable environment).

Speaking of rain, this falls under the uncontrollability aspect of a service delivery product, which refers
to factors not related to attraction operation or individual customer. The weather during certain months
(monsoon seasons; view appendix 9) will rain with unpredictable volumes; port of lost wonder have
realized this and taken measures (such as aforementioned one) to counter-act this occurrence so as to
continue entertaining customers whilst keeping their image intact.
Another related principle, being that service products are not standardized, also has a weight of
relevance to port of lost wonder. The staff members are not robots; their moods, energy levels and
attitudes will never remain the same throughout the working day. As for the majority of visitors (kids),
every child has a different reaction even if it might seem the same (i.e., their levels of spontaneity and
hyper activeness may vary from child to child). Even for parents; not all of them bear the same agenda
or share the same level of concern for their child. As Ive learnt, the production process of the attraction
is continuous and especially with the customers, where there is direct involvement. The product
changes and so does the relationship between the service deliverer (Wonder Crew, Port of Lost
Wonder etc.), customers (parents and children) and resources used (Food, wear and tear of amenities,
land space available). The management must be flexible enough to cater to different personalities and
challenges if they are to emerge as a top attraction in Singapore for months to come.
All of these activities have to be done so right the first time as buyers (adults) cannot inspect the
products and judge their quality standards prior to purchasing. They are unable to determine the real
value of the sites attractions without witnessing the operations themselves personally, and without the
feedback from their kids who are primarily spending more time using up the site to their potential more
than their parents.

Speaking in terms of ownership, port of lost wonder is a private sector commercial organization (run by
sentosa management) as they resemble a theme park (water/beach park) with the main motive being to
generate profits at the end of a time period. Their other motives are also to provide entertainment value
(through amenities and services provided by staff) and to exploit the growth market (main target should
be high-income families with children aged 4-7 for optimal revenue projection) because of the lack of
competitors (Wild Wild Wet and other waterparks do not provide the same extent of services as port of
lost wonder; i.e., as seen in appendix 10, parents and their children do not have to make unnecessary
effort to walk and find food; once they settle down on a mat and find space in the open grass, the
service goes an extra mile by going to them with their orders. Unavailable at waterparks.)
This extra mile taken can be considered as an ancillary service (catering) provided by port of lost
wonder which is an example of the augmented product.
They also provide other forms of product such as the following; as previously mentioned about the rain-
activities, this is also an example of augmented product provided by the site (weather-related
procedures). As seen from photos attached, they also provide forms of food and beverage (name of
pizzeria) which acts as an indirect source of revenue.

The other augmented product that impressed me was education and hands-on learning. This comes in
the form of (from a kids perspective) learning how to manage money and realizing the value of it.
Obviously, real money is not something they are trusted with, but POLWs initiative through curio
coins, which is the currency for being able to take part in activities/ purchase merchandise at Just
Wonder (the merchandise store), ensures that children plan out how they are going to spend their
resources so as to enjoy as much as possible. Extra revenue is raked in when parents spend extra
money to purchase additional curio coins at the rate of $1 for 10 curio coins.

The tangible products refer to entities that customers purchase in order to satisfy their needs. When
parents pay the price for admission, they fully expect the activities on-site (pirate ship, stories,
interaction between staff and kids) to deliver value.
The quality and reputation of the pirate ship as the star attraction is an example of a tangible product
provided, as well as high levels of safety. As quoted by the management, there are normally 400 kids
running around. We have gatekeepers to prevent disallowed running in and out of POLW, and our staff
are trained to handle minor accidents and injuries. Should first-aid self-service be inadequate, the
professionals are five minutes wait away. Also, they send their water to labs for testing every 2 weeks
(ph. value, chlorine concentration, etc.) and their foam used for their bubble bath is a high quality
product exported from only France. The core product remains as entertainment and fun, as I stated at
the very beginning of the essay, for both parents (to see their kids fully enjoying the site) and children
(to make full use of the site for their wellbeing and happiness). (View appendices 10 and 11 for more
evidence and reviews putting the pirate ship in the spotlight from their experience review)

There is still the presence of numerous challenges that the site faces today and will face tomorrow as
well. Firstly, there are limitations in the application of demographic segmentation.

Children are maturing at an earlier age
With the research Ive conducted, this statement is depressingly true as there is a growing number (view
appendix 11) of children within the age range of their stated target market whose social media usage is
increasing. It means that they are spending more time glued on the phone, fiddling around with games and
applications irrelevant to a childhood you and I once experienced. The TV is near extinction and there is a high
risk that port of lost wonder bears the tag of being too kid dish and lame for children, hence they have to act
(be it on social media or heavy revamping) before this phenomenon spreads across Singapore.
Growing number of single-parent families and lack of couple formations
Singaporeans are becoming more orientated towards money, success and job security. With the aim to
achieve all three in a short time, their attention shifts more towards their work and further from their social life
and family status.
The common excuses being flung around range from being too busy or tired to properly engage in
interaction with the other gender; hence the reducing number of proper families (as stated in appendix 12) with
2 children and 2 parents is an area of concern that cannot be ignored by port of lost wonder, whose nature as
a venue of frolic and fun do not appeal to this group of families dominated by work and stress. As for single-
parent families experiencing economical restrictions, attractions (including port of lost wonder) are of the lowest
priority. They find cheaper alternatives to keep their children entertained. (View appendix 13 for in-depth view
on single parent families and their problems faced here in Singapore)
Psychographics the interaction and communication (or lack of) between different personalities
Psychographics refer to the attitudes and opinions of people; which state the way individuals dictate their
behavior as consumers. One primary source is personality, which is defined as the visible aspect of ones
character. Most children are free-spirited (view appendix 14) as their stereotype suggests but there is always
the presence of some children who crawl back into their shell when they are actually at the site itself
participating in different activities. Some of them may feel reserved due to a lack of company (i.e. when they
see a group of relatives kids enjoying each others company) and it is the responsibility of port of lost wonder
to ensure that their needs are catered to at a level equal to everyone else. Just because from management
perspective a group is enjoying themselves, it may not accurately reflect their personal preferences.
c) I have no doubts at all that port of lost wonder can become a household name across Singapore but
only if they do the right things during the right timings. As an attraction site with a heavy focus on
children, one role model they can learn from is Disneyland, whom is an internationally recognized brand
known for their constant success in making its visitors satisfied and happy. Whilst the aim is not as
substantial, aiming big is still vital if they want to succeed here in Singapore. As found in appendix 15,
Disney actually use multi-segment targeting. Despite them seemingly targeting just children, their actual
target market is the whole family. As the famous Walt Disney once said, youre dead if you aim only for
kids. Adults are only kids grown up, anyway. Taking these into account, port of lost wonder can
actually consider meeting the needs of adults as well which will enhance the overall image of them as
an attraction site. Yet, it is important for them to not heavily tweak their product strategy, which should
be the same as Disney, whose strategy is based on delighting the customer. If they derail their attention
away from their main priority (kids), they will crumble in the long-run.
Management has actually done their own research into the needs of both sets of visitors (view photo
attached) which means that they are preparing themselves for expanding in their market. The research
results showed that parents needs are simplicity, connectedness, assurance and independence.
From my research conducted, these needs are well-met. It is a simplistic concept for parents to adopt;
leave the kids be to enjoy themselves, whilst sitting in the shade and enjoying food or completing work.
Connectedness comes in 2 forms; 1 through witnessing the happiness of children and experiencing
nostalgic feelings (like I mentioned at the start), or 1 by interacting with other parents whom share
similar traits (work ethic, occupation, social problems etc.). Independence and assurance both can be
met by the constant reliability of staff responsibility over their childs wellbeing and safety. (View blogs
in appendix 16 for an in-depth view)

As of now, apart from an email address for curious minds that want to find out more, they reach out to
their audiences using 2 social media platforms, Facebook and Twitter. However the difference is quite
noticeable; the twitter focuses on the entire of sentosa whilst their facebook page is solely meant for
POLW where there are pictures, compliments and other relevant details for people to digest. While as
of late (view appendix 17), twitter has been on the rise at the expense of Facebook, POLW must
consider creating a personalized profile to better connect and interact with parents (or even children) on
that platform; establishing a relationship and bond with guests will ensure good turnouts.

From appendix 18, promoting the value of an attraction can be helped by ensuring a few things; the
safety of the venue, the consistency of cleanliness, the presence of a reason to visit the site and the
flexibility of transportation means. POLW can work further on these 4 areas as they do, at the moment,
possess them. (Safety and cleanliness has been explained; the reason to visit is for family bonding and
entertainment, similar to elaboration of core product. Transportation has plentiful ways to reach the site
itself, view photo attached of methods, timings etc.)

The success factors of POLW are similar to sentosa, coming down to 2Ss and 4As. The 2Ss represent
security and service, which encompass 2 theories respectively; The first being, the safety of customers
24/7. And the second being The customer is always right. Children and parents can become over-
demanding but POLW and staff always handles these tense situations delicately to appease them.
They also provide excellent service around the clock to ensure they enjoy their time there to the fullest.

The 4As are; Awareness, Accommodation, Affordability and Accessibility. Awareness refers to an
element of desirability or appeal to draw people to the attraction. As previously mentioned with regards
to nostalgia and general well-being positivity, this is sufficient for parents to consider the venue. As for
kids, playing around in water and fun sis also enough to entice them to visit polw. Accommodation is a
term mostly used for hotels but In relevance to polw, they have done extremely well in fitting in such a
large number of kids at one sitting (400+), which surely contributes to their success revenue-wise. As
for affordability, whilst the prices for membership ($150 for a year) is quite steep, the prices for
weekend admission is very reasonable given that other places bump their prices up by even more,
such as etc. etc.
Accessibility is similar to the previously mentioned transportation aspect, there are plenty of ways to
reach sentosa and the site itself. To navigate around the site is also simple as maps are provided in the
area (view photo attached). These 6 success factors are a story of polws growth till today.

d) Typically, attractions impacts on Singapore are classified as economic, environmental and socio-
cultural. Examples of impacts that do not clearly fall under these categories are crowding and
congestion; crowding impact can be considered as environmental or socio- cultural (i.e., an influx of
children in sentosa and spread throughout can make the place more packed than it already is today.
For others (couples, friends) trying to enjoy themselves fully, kids restrict them in terms of their
language, movement and behavior because of norms.)
ECONOMIC
Some examples of positive impacts include the improvement of balance of payments; the providing of income
through fees and taxes; the creation of direct and indirect job opportunities for locals and the increase in visitor
spending. The other way it generates income for the government is also through the lease of land ownership
(i.e., polw decide to shut down one section due to poor demand, they can lease it out.)
ENVIRONMENTAL
Kids being kids will not have grown to realize the rudeness that litterbugs are associated with. Littering will be
commonplace in the site and after they leave. In order to get the landscape, there is the removal of valuable or
scarce plants and flowers which were once part of natures window.
SOCIO-CULTURAL
POLW acts as a provision of recreation and infrastructure for visitors to enjoy. Being located in sentosa with
many means of accessibility enhances its appeal. There is also cultural exchange, as kids and parents of
different backgrounds, religions and race interact with each other. Through the curio coins system, the site
imparts a sense of discipline and responsibility onto the future of Singapore (the children). The promotion of
bonding also leads to a stronger sense of filial piety which is severely lacking in todays society & youth.
TRANSPORT
POLW attractions have strong links with transport systems. The transport networks make the attractions
accessible, and if POLW develops into a major attraction, it could potentially lead to the development of new
public transport method/system. Being located to sentosa, on-site transport such as monorail and cable car
provides an alternate activity for families and visitors to experience. Other indirect ways port of lost wonder
benefits Singapore is by creating demand for their services provided by transportation sectors (MRT, SBS) and
boosts their business. (4,220 words)

Appendices

1. http://www.ourprincessdana.com/2012/04/all-aboard-polw.html
2. http://www.nytimes.com/2013/07/09/science/what-is-nostalgia-good-for-quite-a-bit-research-
shows.html?_r=1&
http://www.psychologytoday.com/blog/death-love-sex-magic/200908/nostalgia-is-good-medicine

3. http://www.realhousewifeofsingapore.com/2012/04/singapores-port-of-lost-wonder-kids.html

4. http://www.motherpedia.com.au/article/are-we-really-a-nation-of-over-protective-parents
http://www.straitstimes.com/breaking-news/singapore/story/singaporean-parents-worry-too-much-
about-their-children-halimah-201208

5. http://www.forbes.com/sites/meghanbiro/2013/01/13/5-ways-leaders-rock-employee-recognition/

6. http://www.thedoctorwillseeyounow.com/content/kids/art3574.html


7. http://www.stjobs.sg/career-resources/hr-updates/tackling-singapores-labour-crunch/a/85874

8. http://jbabiesdad.blogspot.sg/2013/12/christmas-joys-polw.html
http://www.sakuraharuka.com/2013/12/christmas-2013-santa-came-to-polw.html

9. http://blog.mybabyfootsteps.com/?p=2533

10. http://www.guidemesingapore.com/relocation/introduction/climate-in-singapore


11. http://mikahaziq.blogspot.sg/2013/12/singapore-for-kids-attraction-port-of.html

12. http://intheweehours.wordpress.com/2012/04/16/port-of-lost-wonder-at-sentosa/
http://www.weekendnotes.com/port-of-lost-wonder-sentosa-island/

13. http://advergators2.weebly.com/consumer-analysis.html

14. http://www.lexisnexis.com.ezproxy.tp.edu.sg:2048/lnacui2api/api/version1/getDocCui?lni=4TPN-V2R0-
TWD4-
00JT&csi=270944,270077,11059,8411&hl=t&hv=t&hnsd=f&hns=t&hgn=t&oc=00240&perma=true
http://www.thejakartapost.com/news/2012/04/16/more-married-couples-here-not-having-children-
singapore.html

15. http://therealsingapore.com/content/plight-single-mothers-singapore

16. http://wiki.answers.com/Q/What_are_stereotypes_about_children?#slide=2
http://sg.theasianparent.com/are-some-children-naturally-happier/

17. http://www.saleschase.com/blog/2012/05/14/best-disneys-marketing-strategies/

18. http://singaporekids365.com/2012/04/22/27-port-of-lost-wonder-polw/

http://sg.theasianparent.com/port-of-lost-wonder-birthday-party-singapore/4/


19. http://www.dnaindia.com/scitech/report-twitter-becoming-more-popular-than-facebook-among-the-
youth-1872226
http://www.marketingcharts.com/wp/online/twitter-overtakes-facebook-as-teens-most-important-social-
network-37352/

20. http://wiki.answers.com/Q/How_can_you_help_promote_tourism_in_our_country?#slide=12













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