REJUVENATION OF OLD HDB TRADITIONAL NEIGHBOURHOOD CENTRES - A CASE STUDY OF EUNOS CRESCENT NEIGHBOURHOOD CENTRE

Abstract

The Housing and Development Board (HDB)’s neighbourhood centres have evolved over the past four decades. This study aims to understand the reasons for the decline of traditional neighbourhood centres by focusing on Eunos Crescent Neighbourhood Centre (ECNC) as a case study. From the analysis and observation done by the researcher, several factors were identified as the reasons for the poor performance of the shops in ECNC. There were too many similar trades in the neighbourhood centre and that the neighbourhood centre environment appeared to be dowdy and out-dated. Respondents feel that the varieties of shop in the neighbourhood centre is lacking and they would prefer to see more shopping categories such clothing, electronics and home fashion. Respondents would also like to have a large retail supermarket and many have also requested for banking services to be made available in the neighbourhood centre. The results have also proven that there is a strong desire by the residents to have an air-conditioned, modernized and clean shopping environment in the neighbourhood centre. The finding of the study has allowed the researcher to draw up a proposal for the rejuvenation plans for ECNC. The proposal plan consists of three initiatives which would have to be carried out as a whole for it to succeed. The improvement in environment together with the restructuring of the tenant mix in the neighbourhood centre, coupled with a unique marketing strategy would ensure the successful rejuvenation of ECNC.