tourism oriented urban regeneration client: singapore ...• urban regeneration and city development...
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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