ricafort, nicole_vertis north and sm north edsa competitive study
TRANSCRIPT
I. Global Trends
II. Quezon City – Central Business DistrictI. Background and Location
II. District Plans
III. Vertis NorthI. Background and Location
II. Commercial and Residential Plans
III. MRT7
IV. SWOT Analysis of Vertis North
V. Recommendations
Outline
1. To familiarize ourselves with the global trends that may affect the Philippine market so we can respond proactively
2. To evaluate upcoming competitor developments in order to come up with strategies to respond to the emerging market
3. To generate foot traffic, rental income and sales revenue (for tenants) for SM North EDSA
Objectives
Destination shopping
Traditional market shopping
Source: http://blog.euromonitor.com/2011/11/the-battle-of-mall-culture-versus-traditional-market-shopping-what-do-north-american-consumers-think.html
VS.EnvironmentalismSocial responsibilityHealth and wellnessA search for “authenticity”
Usually a mallOne or more buildings forming a complexInterconnected walkways to have an easier flow and access from one point to anotherHas a parking areaHouses various merchandisersIndoor version of the traditional marketplace
Source: http://blog.euromonitor.com/2012/03/top-10-consumer-trends-of-2012.html
• City living reigns
• Consumer vigilantes
speak up
• DIY Life
• Emerging market
shoppers
• Green Thrift
• Reality culture and
consumers
• Smartphone universe
• Tech lifestyles vs. slow
living and the best of
both
• Youth – future imperfect
• Weight as a hot topic
Top 10 Consumer Trends of 2012
“This will be the highest and most modern
development catering to the north.”-Ayala Land President Antonino Aquino
Envisioned as a world-class, highly transit-oriented,
mixed-use community, walkable, vibrant night and
day, with easy access to amenities that make urban
living comfortable, convenient and ecologically
compliant.
• P22B project between NHA and Ayala Land, Inc.
• Development sprawls more than 250 hectares
• QC CBD is called Triangle Park
• With use of at least 3 mass transit stations
• Frontage longer than existing CBD
• Environmentally compliant CBD
• Triangle Exchange – Most attractive for retail and wholesale businesses
– Direct links to transport lines
Source: http://www.quezoncity.gov.ph/index.php?option=com_content&id=411&Itemid=374
5 districts:CommonsDowntown HubEmporiumResidences at VeteransTriangle Exchange
COMMONS DISTRICT
Size and Location
18.2 hectares
Located on north-eastern corner
Bounded on the north by North Avenue, east by the Elliptical Road, southeast by Quezon Avenue and southwest by the proposed new Park Lane, flanking the Downtown Hub District
Present: Site of Ninoy Aquino Parks and Wildlife
COMMONS DISTRICT
Land Use and DesignNinoy Aquino Parks and Wildlife to be developed furtherHigh level of visual interestCreate a diverse skyline
DOWNTOWN HUB DISTRICT
Size and Location
58.46 hectares
Located on north-eastern corner
Bounded on the northeast by North Avenue, east by the Elliptical Road, east by Commons District and Elliptical Road, southeast by East Avenue and southwest by Agham and BIR roads
Present: Institutional uses
Philippine’s Children’s Hospital, Lung Center, National Kidney Institute, government institutions (Bangko Sentral, BIR, PAGASA weather bureau)
DOWNTOWN HUB DISTRICT
AccessibilityEast AvenueQuezon AvenueBIR Road
DOWNTOWN HUB DISTRICT
Land Use and DesignMixed use medium density district with institutional services and facilities
Medical, Education, Training, ScienceIntegrated with commercial and residential developmentsHopes to complement the adjacent parks and open spaces encouraged to have horizontal mixed uses to be compatible with the less dense intensity and larger blocks and lotsWith single-use buildingsBuildings along main access road encouraged to be vertical structuresDowntown Hub District Greens as local point and landmark
DOWNTOWN HUB DISTRICT
Density and Floor Area Ratio
Blocks approximately 100m x 100m
Setbacks allowed to enhance park-like feel
Parkway containing mixed use retail (ground level) has no setbacks
FAR ranges from 4.5 to 5, decreasing from Agram/BIR roads to Elliptical road
Building heights range from 10 to 15 storeys in similar decreasing fashion
Population of 2.25M persons intended for district at the end of 20-year horizon
DOWNTOWN HUB DISTRICT
HEALTHCARE SUB-DISTRICT•Block main entrance spine
from East Avenue•Medical centers to be
clustered here (Lung Center, Kidney Institute)
PARKWAY SUB-DISTRICT•Mixed use retail and
residential areas
MIDTOWN SUB-DISTRICT•Mixed use institutional uses
EMPORIUM DISTRICT
Size and Location
49.5 hectares
Situated in the northeast of the Triangle Exchange district
Bounded on the northwest by the Residences district, on the northeast by the Agham and BIR roads, southeast by East Avenue and southwest by the Triangle Exchange district
Present: BIR, Revenue Computer Center
EMPORIUM DISTRICT
AccessibilityAgham RoadBIR Road
Land Use and DesignMixed use medium density districtFocused on IT activities, e-government, public, voluntary, international and/or services with commercial and residential developments
EMPORIUM DISTRICT
Density and Floor Area Ratio
FAR is 12 to 16
Buildings heights range from 24 to 40 storeys
EMPORIUM DISTRICT
GOVERNMENT CENTRE E SUB-DISTRICT
SOUTH SUB-DISTRICT
Common elements with Triangle Exchange
•Street framework
•Block size
•Open space network
Differences
•Type of locators
•Streetscape elements
•Pavements and trees
•Devoted to BPO offices and 24 hour business centres
•Population expected to reach 110,000 in the 20-year dev’t period
RESIDENCES DISTRICT
Size and Location
Located at the northwestern tip of the Emporium District, just off the creek that traverses the North Triangle
Bounded on the northwest by North Avenue, on the northeast by Agham road, southeast by the creek and southwest by the main access road from North Avenue
Present: The Occupational Safety & Health Center, North Agham Fore Station
RESIDENCES DISTRICT
Land Use and Design
To accommodate QC CBD’s residents
Expected to provide housing choices, varied open spaces for recreation, leisure and congregation
Good connectivity to Triangle via public transit and pedestrian networks
High rise condominiums and lower density town homes
Proposed major land use
Mixed use residential
Mixed use with retail
RESIDENCES DISTRICT
Density and Floor Area Ratio
FAR is 5.4 to 5.8, decreasing towards North Avenue
Designed to have 880,000 in population
Blocks measure around 150x150m
TRIANGLE EXCHANGE DISTRICT
Size and Location
62.3 hectares, spanning the North and East triangles
Located at the southwestern point of the Triangle Park
Bounded by EDSA on the southwest, North Avenue on the northwest, Emporium District on the northeast and East Avenue on the southeast
TRIANGLE EXCHANGE DISTRICT
AccessibilityKamuning StationQuezon Avenue StationNorth Avenue Station
Land Use and DesignLargest frontage along EDSAHighest densities in Triangle ParkBest regional link and commuter accessSeen to be most active areaDaytime office and service environmentDining and recreational center at nightOffices, shopping, recreation, transit-oriented residential developments are encouraged
Density and Floor Area Ratio
FAR is 12 to 16
Highest around the District Green at 16
Building heights up to 40 storeys
FAR of 14 and 12
Building heights up to 24 storeys
Blocks range approximately 50 meters in depth by 100 meters in length
TRIANGLE EXCHANGE DISTRICT
TRANSIT SUB-DISTRICT•Because of MRT stations that line the
area
JUNCTION SUB-DISTRICT•Where North Avenue and Mindanao
Avenue meet
GOVERNMENT CENTER SUB-DISTRICT•Southernmost tip of Triangle Exchange•Served by Kamuning MRT Station
•Envisioned to be the access point to national •and government agencies in the vicinity
SOUTH SUB-DISTRICT/CENTRAL SUB-DISTRIC T
•Area around the Triangle Exchange District Green
•Contains regional ground floor uses
E SUB-DISTRICT•Area served by Quezon Avenue
Station•Deemed to be the IT hub of the
project due to the IT locators in the area
NHA owned property
•To displace 15, 000
informal settlers
Relocation site:
Montalban &
Rodriquez, Rizal
Source: http://www.gmanetwork.com/news/story/202691/news/nation/planned-qccbd-to-displace-over-15-000-familieshttp://www.gmanetwork.com/news/story/201693/news/nation/qc-north-triangle-residents-hold-vigil-vs-impending-demolition
Vertis North
• Projected completion: 2020
• Joint venture of Ayala Land (72%) and NHA (28%)
• Value of land: Php70,000/square meter for the 250.6 hectare property
• Total of P65B investment
Vertis North
• To produce 200,000 new jobs in life cycle
• 1st phase: To cost P12B
– 7 hectare land area
– Offices, hotels, residential
• Total gross floor area of 220,000 square meters for BPOs, hotel and retail shops
Vertis North
• 1st stage
– TriNoma Mall (2007)
– 1st building in 54.3 hectare land in the Triangle Exchange
Vertis North
• Demolition of following offices:
– Office of the Ombudsman, Sugar Regulatory Administration compound, National Food Authority National Office, Mines and Geosciences Bureau, Protected Areas and Wildlife Bureau, National Power Corporation, Bureau of Internal Revenue, National Printing Office, Bangko Sentralng Pilipinas, Land Transportation Office and Land Transport Franchising and Regulatory Board
• 45 skyscrapers
• Half to be residential condominiums
• Other half – offices, hotel, retail
• Lifestyle boutique hotel by Ayala: Kukun
Source: http://www.vertisnorthquezoncity.com/
Distance from SM North EDSA to Vertis North
-Average of 2km via car-20 minute walk
FISHER
MALL
ETON CENTRIS
VERTIS NORTH
SM NORTH EDSA
P4M worth
of property
P8-20M
worth of
property
No renting for
commercial
space
30-60 sq.m.
90-300 sq.m.
P88,888.89
P71,794.87
COMMERCIAL SPACES
TOTAL LAND AREA:
8,971 sqm.Situated in Vertis North
along EDSA, the new City Center in Quezon City
First residential towers in the ALI Vertis North
development
Architectural Design:Modern Contemporary
Site Development Plan
G/F : Lobbies, Retail Units, 23 Residential Parking
1st Podium Level : 59 Residential Parking Units
2nd Podium Level : 59 Residential Parking Units
3rd Podium Level : 58 Residential Parking Units
Amenity Level, 1st
Residential Level
22 Residential Levels (534 Units)
TOWER 1
4 Special Units(Unit 17 of 18th to 21st Floor)
2,430 residents
Casual Dining
ResidentialOffices (BPOs) Event Hall
Dining, lifestyle & entertainment
Commercial Center
Commercial Spaces
Property Size: 172222 square feet
Size Range: 2690 - 21527 sq. ft.
Eton Cyberpod Centris
• 1st PEZA-registered office building • Self-sufficient community where people can live, work and play
without having to travel very far• Comprises 16,000 square meters of office space spread across eight
2,000 square meter floor plates• Direct link to the Quezon Avenue MRT Station• Accessible via all forms of public transportation• Approximately 5-8 minute walk to North Avenue MRT• 10-15 minute ride to University of the Philippines and Ateneo de
Manila University• 5 minutes away from SM North EDSA and Trinoma• BPO locators will be able to take advantage of the vast labor pool in
Quezon City as well as nearby cities (Manila, Pasig and Caloocan)
22-km train line with 14 stations
San Jose del Monte, Bulacanto SM North EDSA
17-km six-lane road from Marilao to MRT depot in Tala, Bulacan.
Will serve an estimated 2M commuters
Sources:
Inquirer Business http://business.inquirer.net/59671/mrt-7-construction-on-track
InterAksyon http://www.interaksyon.com/business/61111/neda-endorses-mrt-7-project-for-pnoys-approval
Proponent: San Miguel Holdings Corp.
Contractor: DM Consunji Inc. and Marubeni Corp. (Japan)
Concession: Universal LRT Corp.
Cost: $1.23 billion
Partially funded by Japan International Cooperation Agency (JICA)
Sources:
ABS-CBN News http://www.abs-cbnnews.com/business/01/07/13/dof-smc-agree-changes-mrt-7-concession-agreement
Inquirer Business http://business.inquirer.net/59671/mrt-7-construction-on-track
Philippine Information Agency http://www.pia.gov.ph/news/index.php?article=2311365931897
42 months for completion, according to DMCI Spokesman Elery Mendoza
Construction was scheduled to begin in 2010 but was delayed
As of May 2013, project has been endorsed to the President by NEDA (National Economic and Development Authority)
Sources:
InterAksyon http://www.interaksyon.com/business/61111/neda-endorses-mrt-7-project-for-pnoys-approval
http://www.interaksyon.com/business/53840/after-5-years-in-the-back-burner-govt-revives-mrt-7-project
Rappler http://www.rappler.com/business/5421-japan-s-marubeni-to-build-us$1-b-mrt-extension-project
SWOT ANALYSIS
Envisioned as a CBDBy a renowned developer (Ayala Land)Mixed use development (offices, retail, hotels)Has a residential community (both high rise and mid-level)Government institutions in other districts of Triangle ParkWill have an established and regular marketHigh foot trafficEasily accessible from various points (4 main roads along QC – EDSA, North Ave., Quezon Ave., East Ave.)Accessible for both pedestrians and those with private carsGood market attractivenessDay and night use of leasable storesConstruction of BPO offices
Had to relocate informal settlersBad PR due to relocation of slumsDelayed ROI due to long term development planHigh investments costs
Other rising developments in the vicinity to lead to higher foot traffic (MRT7, Eton Centris)Plans of building a school (British school)Will increase the lifestyle segment to lead to a more rapid growth for marketGrowth in aspirational market amongst FilipinosGlobal trending24 hour food concepts for BPO market
Inflation and change in buying powerPossible public demonstrations (slums)Other development plans by competitors (ie. Eton Centris)Intense competition within the vicinity among business players (esp. dining restaurants)
SM North EDSA
• Built in 1985
The Block Foreign and international brands
City Center Top local and international brands
The Annex Hip and youngCyberzone – 4th flr. (Single brand)
-5th flr. (Multibrand)
North Link Health tenants, Admin office, BIR
Interior Zone Home furniture
Skygarden Mostly food tenantsOpen until 2am
FILIPINO
Smokin Hot BBQGlobal Filipino Cuisine
• By The Bistro Group, headed by Chef Josh Boutwood
• Concept: Recently opened in May, 2013 to serve classic Filipino dishes infused with global serving styles and a more classy ambience
• Existing Branch– 3rd Level, Greenbelt 3, Greenbelt,
Paseo de Roxas cor. Legaspi St., Ayala CenterMakati, Metro Manila
• Product Mix: All Filipino• Price Points: P145-250• Contact Info
– (+63 2) 729-7431 to 32
THAI
SoiEat Thai Love Thai
• Owner• History/Concept• Existing Branches
– Lower Level, Food Court, Theatre Mall, Greenhill's Shopping CenterOrtigas Ave, Greenhill's
– G/F Robinson’s Place Manila, Adriatico St., Ermita, Manila
– Glorietta 2– Alabang Town Center
• Product Mix: Thai casual dining• Price Points: P200-499• Contact Info
– (+63 2) 695-3919 (Greenshills)– (02) 523-1189
JAPANESE
Yomenya GoemonJapanese Spaghetti House
• Owners: Richmond S. Yang, Luigi Vera and Robert Epes
• Concept: Pizza and pasta infused with indigenous Japanese flavors
• Existing Branch: 2nd Level, Greenbelt 2, Greenbelt, Paseode Roxas cor. Legaspi St., Ayala Center, Makati
• Product Mix: Japanese fusion• Price Points: P300-500• Contact Info
– (63 2) 757-4820– feedback.yomenyagoemonph@g
mail.com
CHINESE
Mu Noodle Bar
• Owner: Martin Yu• Concept: Chinese food with
global cooking styles and elements
• Existing Branches:– 197 Wilson St., San Juan, Metro
Manila, PH– 2/F Glorietta 2, Hotel Dr., Ayala
Center, Makati
• Product Mix: Chinese fusion cuisine
• Price Points: P200-499• Contact Info
– (63 917) 807-4057;(63 2) 451-2681 (San Juan)
– (02) 556-8739 (Glorietta)
INDIAN/MALAYSIAN/MIDDLE EASTERN
Kashmir• Owner: Indra Mirchandani• History: Manila's oldest Indian
fine dining restaurant• Existing Branches
– Festejo Bldg., 816 Arnaiz Ave. (Pasay Rd), Makati, Metro Manila, PH
– Merchants Center Bldg., Padre Faura St., Ermita, Manila, Metro Manila, PH
• Product Mix: Indian-Middle Eastern, Arabian and Malaysian food
• Price Points: P300-500• Contact Info
– (63 2) 844-4924 (Pasay Road)– (63 2) 524-6851; 63 2) 523-1521
(Ermita)
ITALIAN
Bigoli• Owner
• History/Concept
• Existing Branch
– 4th Level, TriNoma MallEDSA cor. North Ave.Quezon City, Metro Manila
• Product Mix
• Price Points:
• Contact Info:
MEXICAN
BajaMexican Cantina
• Owners: Art Mendoza, Cristine Hong
• History/Concept: Original Mexican baja
• Existing Branch– 3/F Greenbelt 3, Esperanza St.
cor. West Drive, Ayala Center, Makati
• Product Mix: Mexican comfort food
• Price Points: P150-300• Contact Info
– (02) 756-0127– (+63 2) 756-0127
Thank you!