Tourism Oriented Urban Regeneration Client: Singapore ...• Urban Regeneration and City Development...
Transcript of Tourism Oriented Urban Regeneration Client: Singapore ...• Urban Regeneration and City Development...
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Tourism Oriented Urban RegenerationClient: Singapore Tourism Board
EDAW Ltd.
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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
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• Entertainment • 24 hour• Commercial• Exciting, Fun, Trendy • Bright, Cultural
• Natural River theme• Calm, relaxing, park like• Green, sculptures, shade
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RIVER OF LIFESupporting lifestyle diversity around the clock
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CELEBRATION RIVEREmbracing and celebrating the rich cultural diversity & heritage of the city
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RIVER OF LIGHTAn animated night-time canvas symbolizing the energy and vibrancy of the river precincts
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RIVER OF CREATIVITYEver changing, cutting edge, trendy
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• Project Proposals
• Short-term Development
• Branding
• Communications Strategy
• Events
• Transportation
• Business Strategy
Singapore River District Masterplan
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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
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Boat Quay Nightly Light Show
“Where the night begins”
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Boat Quay / CBD LightingBefore
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Night Spectacular
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Bridge Lighting
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Underpass Lighting
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Empress Place Garden + Plaza + Cafe
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River Art Wall Feature Deck and Pool Annual Art installation
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WATER
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RIVER ART
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Creative Industry Redevelopment District
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Water Garden District
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Robertson Quay Café Promenade with Public Arts Showcase
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• Project Proposals
• Short-term Transformation
• Branding
• Communications Strategy
• Events
• Transportation
• Business Strategy
Singapore River District Masterplan
April 6 2006
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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 .
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• Project Proposals
• Short-term Transformation
• Branding
• Communications Strategy
• Events
• Transportation
• Business Strategy
Singapore River District Masterplan
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Short-Term Strategy(1 - 3 years)
Long-Term Strategy(4 - 10 years)
3 - Prong Approach
• Lifestyle
• Industry
• Stakeholders
Communications Strategy
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• Project Proposals
• Short-term Transformation
• Branding
• Communications Strategy
• Events
• Transportation
• Business Strategy
Singapore River District Masterplan
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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
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• Project Proposals
• Short-term Transformation
• Branding
• Communications Strategy
• Events
• Transportation
• Business Strategy
Singapore River District Masterplan
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Parking, Transit and River Transportation
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• Project Proposals
• Short-term Transformation
• Branding
• Communications Strategy
• Events
• Transportation
• Business Strategy
Singapore River District Masterplan
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Budget Estimates and Government Support
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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
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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
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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