Tourism Oriented Urban RegenerationClient: Singapore Tourism Board

EDAW Ltd.

The primary high earning tourist customer:

• Yuppies

• Singles

• DINKS

• PMEBS

• ASEAN Explorers

Singapore Tourism Board 2015 ObjectivesWider City Development ObjectiveTriple Tourism IncomeDouble Annual Visitors

TARGET MARKET

VISIONTo revitalize and redevelop the Singapore River as an Iconic 24 hour river precinct

• Entertainment • 24 hour• Commercial• Exciting, Fun, Trendy • Bright, Cultural

• Natural River theme• Calm, relaxing, park like• Green, sculptures, shade

RIVER OF LIFESupporting lifestyle diversity around the clock

CELEBRATION RIVEREmbracing and celebrating the rich cultural diversity & heritage of the city

RIVER OF LIGHTAn animated night-time canvas symbolizing the energy and vibrancy of the river precincts

RIVER OF CREATIVITYEver changing, cutting edge, trendy

• Project Proposals

• Short-term Development

• Branding

• Communications Strategy

• Events

• Transportation

• Business Strategy

Singapore River District Masterplan

Boat Quay District Objectives• Enhance evening market• Increase weekend and daytime activity• Attract DINKs, PMEBs, ASEAN

explorers and yuppies• Explore livelier use of area not

adjacent to river

Boat Quay Nightly Light Show

“Where the night begins”

Boat Quay / CBD LightingBefore

Night Spectacular

Bridge Lighting

Underpass Lighting

Empress Place Garden + Plaza + Cafe

River Art Wall Feature Deck and Pool Annual Art installation

WATER

RIVER ART

Creative Industry Redevelopment District

Water Garden District

Robertson Quay Café Promenade with Public Arts Showcase

• Project Proposals

• Short-term Transformation

• Branding

• Communications Strategy

• Events

• Transportation

• Business Strategy

Singapore River District Masterplan

April 6 2006

The Singapore River District Brand Identity

Abstract, wave-like patterns forming a circle. References to batik, papercuts, etc. Energetic, with everything coming to a head in the middle. The idea of the Singapore River being at the crossroads of Singapore .

• Project Proposals

• Short-term Transformation

• Branding

• Communications Strategy

• Events

• Transportation

• Business Strategy

Singapore River District Masterplan

Short-Term Strategy(1 - 3 years)

Long-Term Strategy(4 - 10 years)

3 - Prong Approach

• Lifestyle

• Industry

• Stakeholders

Communications Strategy

• Project Proposals

• Short-term Transformation

• Branding

• Communications Strategy

• Events

• Transportation

• Business Strategy

Singapore River District Masterplan

The Singapore River Celebration

-a launch event is important to put this celebrative event on the world map

- month-long event

- to be held in August, in conjunction with National Day month, a month of celebration and also summer holidays period in the International calendar

- focus on fun and entertainment

• Project Proposals

• Short-term Transformation

• Branding

• Communications Strategy

• Events

• Transportation

• Business Strategy

Singapore River District Masterplan

Parking, Transit and River Transportation

• Project Proposals

• Short-term Transformation

• Branding

• Communications Strategy

• Events

• Transportation

• Business Strategy

Singapore River District Masterplan

Budget Estimates and Government Support

Implementation MechanismsSingapore River Business Improvement District

Goals Coordinate marketing and management activities for the benefit of business

Implementation Process:Feasibility assessmentCommunity Stakeholder OutreachDetailed Business Plan

Economic ImpactMore Attractions Longer LOS of current tourists + Attracting

more new tourists Higher expenditures

Increase Length of Stay and Visitation to Singapore River

- Capture 40% of visitors to Singapore- Attract people to stay longer- = S $612 million

Induced New Tourists to Singapore- Attract 5% more people than currently come= S $784 million

Overall Economic Impact= S $1.4 billion@15 times government investment

Summary

• Urban Regeneration and City Development are closely linked

• Linkages between attractions, day and night activities and an constant regeneration are needed

• Tourism, lively commercial districts and creative industries can generate significant benefits to cities