CASE STUDY OF JURONG ENTERTAINMENT CENTRE

Abstract

With the increase in the number of educated and sophisticated Singaporeans, there has been an emphasis on achieving a high quality of life. Singaporeans are devoting more of their time to leisure and entertainment. Faced with a land scarcity problem and the demand for a larger variety of entertainment activities, developers have come up with the concept of entertainment centres housing a variety of entertainment activities all under one roof. This study attempts to find out whether Jurong Entertainment Centre has been successful in providing entertainment activities to its patrons. From locational analysis, it was found that Jurong Entertainment Centre is very accessible by public transport and well served by an efficient road network system. It has a wide trade area, attracting patrons from as far as Pasir Ris and Tampines. It is also blessed with good complementary linkages which facilitate patrons to visit these linkages in addition to visiting the centre itself. With the presence of all these, the attractiveness of Jurong Entertainment Centre is enhanced. The non-locational analysis reveals the importance of having a good tenant mix. The architectural design of the centre also plays an important part in attracting patrons and there must be a good system or programme of maintenance to upkeep its appearance. Jurong Entertainment Centre has a low turnover rate and currently has a 100% occupancy rate. This shows the attractiveness of Jurong Entertainment Centre to retailers. From the visitors' survey, 71% of the visitors felt that Jurong Entertainment Centre is successful in providing entertainment activities while the remaining 29% felt otherwise. It was concluded that the determinants of the success of an entertainment centre is dependent on a host of factors ranging from the locational to the non-locational factors as well as the visitors' behaviour and profiles. It can be anticipated that other new complexes purely of an entertainment nature such as that of Cineleisure - The Orchard will continue to grow. There is growing popularity for such complexes as they house a variety of entertainment activities. This helps to save travelling time for visitors who can then enjoy their favourite activities one after another all in one complex.