DEVELOPMENT CONCEPTS AT TURF CITY - CONSUMER ASSESSMENT

Abstract

The introduction of any new development project inadvertently draws public attention, both positive and negative alike, especially in land scarce Singapore where every parcel of open space is precious. The conversion of the former Bukit Timah Turf Club into a multi-use development that includes a shopping center saw disparagement in the form of open letters to The Straits Times Forum page. This study aims to investigate public acceptance level towards the development as a whole, and also focuses on the preference of the community regarding Turf City's retail component. An analysis of its trade area and an investigation into its demographic profile provides an understanding of how Turf City should be positioned relative to its competitors. Results of the study revealed no vehement objections toward any of Turf City's proposed uses. The public does however, desire that public parks and open spaces to be included within the development. Holland Village Shopping Center is Turf City's strongest retail competitor and consumers show strong preference for anchor tenants and food and beverage components at the center.