STUDY OF THE PROPOSED ENTERTAINMENT DISTRICT AT THE BUGIS-SELEGIE AREA

Abstract

Singapore has reached a stage in her economic and national development when there is now been a change in emphasis towards a high quality of life. With the increasingly affluent population, the Urban Redevelopment Authority (URA) has announced plans to develop a new entertainment area, named The Entertainment District (E-District) at the Bugis-Selegie area. Given the proliferation of entertainment facilities in Singapore, this study attempts to assess the likelihood of the E-District's success at its present pre-development stage based on three analyses. Firstly, upon the examination of selected successful overseas entertainment centres, five attributes have been identified. Due to its location at the Bugis- Selege area, the proposed E-District has the two of these attributes: accessibility and history of entertainment Hence as it stands today, it has the potential to be successful. Secondly, based on the market analysis, it has been found that there is a need for a new entertainment area. It has been observed that the existing entertainment facilities are scattered and there is no one specific area with a planned conglomeration of such facilities, supported by urban infrastructure and actively promoted by the authorities. Furthermore, the present state of provision is inadequate with growth potential in the development of family entertainment centres (FECs) and theme concepts. At the same time, the demand analysis has shown that the demand for entertainment facilities is likely to persist in Singapore. Thirdly, the findings from an entertainment providers' survey have showed that the development has the backing of these providers. 62% of them have expressed intentions to move into the area once it is completed despite the fact that a majority of them has strong preference over Orchard Road which is more well-known and established. The study points out that the proposed E-District is likely to be successful, although a lot is still dependent on its actual implementation. Given time and government support, it is likely to evolve and establish itself, similar to the successful entertainment centres elsewhere.