新加坡-新加坡河两岸改造规划-Singapore-River-Presentation

TourismOrientedUrbanRegenerationClient:SingaporeTourismBoardEDAWLtd.Theprimaryhighearningtouristcustomer:•Yuppies•Singles•DINKS•PMEBS•ASEANExplorersSingaporeTourismBoard2015ObjectivesWiderCityDevelopmentObjectiveTripleTourismIncomeDoubleAnnualVisitorsTARGETMARKETVISIONTorevitalizeandredeveloptheSingaporeRiverasanIconic24hourriverprecinct•Entertainment•24hour•Commercial•Exciting,Fun,Trendy•Bright,Cultural•NaturalRivertheme•Calm,relaxing,parklike•Green,sculptures,shadeRIVEROFLIFESupportinglifestylediversityaroundtheclockCELEBRATIONRIVEREmbracingandcelebratingtherichculturaldiversity&heritageofthecityRIVEROFLIGHTAnanimatednight-timecanvassymbolizingtheenergyandvibrancyoftheriverprecinctsRIVEROFCREATIVITYEverchanging,cuttingedge,trendy•ProjectProposals•Short-termDevelopment•Branding•CommunicationsStrategy•Events•Transportation•BusinessStrategySingaporeRiverDistrictMasterplanBoatQuayDistrictObjectives•Enhanceeveningmarket•Increaseweekendanddaytimeactivity•AttractDINKs,PMEBs,ASEANexplorersandyuppies•ExplorelivelieruseofareanotadjacenttoriverBoatQuayNightlyLightShow“Wherethenightbegins”BoatQuay/CBDLightingBeforeNightSpectacularBridgeLightingUnderpassLightingEmpressPlaceGarden+Plaza+CafeRiverArtWallFeatureDeckandPoolAnnualArtinstallationWATERRIVERARTCreativeIndustryRedevelopmentDistrictWaterGardenDistrictRobertsonQuayCaféPromenadewithPublicArtsShowcase•ProjectProposals•Short-termTransformation•Branding•CommunicationsStrategy•Events•Transportation•BusinessStrategySingaporeRiverDistrictMasterplanApril62006TheSingaporeRiverDistrictBrandIdentityAbstract,wave-likepatternsformingacircle.Referencestobatik,papercuts,etc.Energetic,witheverythingcomingtoaheadinthemiddle.TheideaoftheSingaporeRiverbeingatthecrossroadsofSingapore.•ProjectProposals•Short-termTransformation•Branding•CommunicationsStrategy•Events•Transportation•BusinessStrategySingaporeRiverDistrictMasterplanShort-TermStrategy(1-3years)Long-TermStrategy(4-10years)3-ProngApproach•Lifestyle•Industry•StakeholdersCommunicationsStrategy•ProjectProposals•Short-termTransformation•Branding•CommunicationsStrategy•Events•Transportation•BusinessStrategySingaporeRiverDistrictMasterplanTheSingaporeRiverCelebration-alauncheventisimportanttoputthiscelebrativeeventontheworldmap-month-longevent-tobeheldinAugust,inconjunctionwithNationalDaymonth,amonthofcelebrationandalsosummerholidaysperiodintheInternationalcalendar-focusonfunandentertainment•ProjectProposals•Short-termTransformation•Branding•CommunicationsStrategy•Events•Transportation•BusinessStrategySingaporeRiverDistrictMasterplanParking,TransitandRiverTransportation•ProjectProposals•Short-termTransformation•Branding•CommunicationsStrategy•Events•Transportation•BusinessStrategySingaporeRiverDistrictMasterplanBudgetEstimatesandGovernmentSupportImplementationMechanismsSingaporeRiverBusinessImprovementDistrictGoalsCoordinatemarketingandmanagementactivitiesforthebenefitofbusinessImplementationProcess:FeasibilityassessmentCommunityStakeholderOutreachDetailedBusinessPlanEconomicImpactMoreAttractionsLongerLOSofcurrenttourists+AttractingmorenewtouristsHigherexpendituresIncreaseLengthofStayandVisitationtoSingaporeRiver-Capture40%ofvisitorstoSingapore-Attractpeopletostaylonger-=S$612millionInducedNewTouriststoSingapore-Attract5%morepeoplethancurrentlycome=S$784millionOverallEconomicImpact=S$1.4billion@15timesgovernmentinvestmentSummary•UrbanRegenerationandCityDevelopmentarecloselylinked•Linkagesbetweenattractions,dayandnightactivitiesandanconstantregenerationareneeded•Tourism,livelycommercialdistrictsandcreativeindustriescangeneratesignificantbenefitstocities