The ASEAN Regional Theme Mall

Discussion Outline (Chapter 1-2)

Lodivico, James Alexson E. | ARC51

CHAPTER 1: The Problem and its Settings
1.1 Introduction
A. Rationale of the Project
Philippines is a emerging economy in south east asia
One of the main drivers of its economic growth is tourism
To attract more foreign tourist into the Philippines there is a need for tourism
infrastructure
Discuss contribution of tourism industry to the Economy.
Revenue Collection from tourism.
Employment Generation
Investment Generation Ex. Investment in new hotels, resorts.
Therefore, There is a need to develop more tourism related projects to entice foreigners
to travel to the Philippines. Its a concept of (Build it and they will come)
The connection of shopping to tourism

*Statement of the Problem
The study proposes to explore how the Philippines can capitalize on the benefits of the ASEAN
Integration in 2015 particularly in the aspect of tourism.
Specifically, this study will determine:
1. The opportunities that can be explored in the aspect of retail that would elevate the
Philippines as a shopping destination in the ASEAN region.
2. The viability of developing a regional mall that would showcase the unique culture of
each member of the ASEAN under one roof including the Philippines.
3. To evaluate the most appropriate location of a ASEAN Regional Mall (Clark, Mactan-
Cebu, Entertainment City Pasay)
B. Background of the Project
Global
Emergence of Asia as the new growth center of the global economy.
Regional
The economic strength of Asia as the new leader of the Global economy
Philippines
The Unique position of the Philippines as the tiger economy of Asia
- Briefly discuss the marketability of the project.
1. Tourism of the ASEAN Region
2. Increase tourist arrivals from ASEAN member countries
3. Promotion of Natural tourism destinations ex. The Palawan subterranean river, Boracay,
Coron dive sites and the entertainment city which will house 4 unique casino complex
5. Conceptual discussion of the proposed ASEAN Regional Mall
a. Pavilion design for each ASEAN Member country to showcase their Food and
Non Food Merchandise (ie. Small supermarket that would showcase the local
food product of this country, small food court that would showcase the local
delicacies of this country, and a small department store that will showcase the
general merchandise that is unique from this country.
b. Main Philippine Pavilion- this will house smaller sub-pavilions that would
showcase all the regions of the Philippines with retail space for food and non
food and a main food court that will showcase the delicacies of all these regions.
i. Discuss OTOP
Project Area: As defined ICSC A super regional mall is, per the International Council of Shopping Centers,
in the U.S. a shopping mall with over 800,000 sq ft (74,000 m2) of gross leasable area, three or more
anchors, mass merchant, more variety, fashion apparel, and serves as the dominant shopping venue for
the region (25 miles) in which it is located.
However, given the scale of more developments in the Philippines (discuss the big malls in the
Philippines such as SM Megamall, Mall of Asia, Ayala Center)
Allocate 5,000sqm gross floor area per country and 50,000sqm for the Philippines.
Land will be on 25 years leasehold with option for another 25 years
Construction cost as per Philippine Standard Php30,000 per sqm on construction floor area.
Stakeholders this can be initiated by the Philippine Tourism Authority as a government owned and
controlled project ex. PICC or this can be proposed to the private sector who is knowledgeable in mall
operation such as SM Prime, Ayala Land, Robinson Land
Financial sources if its to be done by PTA, a budget will be appropriated by the National Government. If
its by the private sector it will be funded by a combination of equity and debt (50%-50%)
Development phase: one time development in 12-18 months including design process (Conceptual,
Schematic, Detailed Drawing, Contract Drawing-reference document for bidding
Project Financials
Income Statement
o Measure gross profit/margin and net income after tax/margin, Return of
Investment
Discounted cash flow statement
Measure Internal rate of Return, net present value, discounted payback period.

C. Project Goals and Objectives
This Study will provide the following pertinent information that will support the proposal:
1. A Conceptual Design of the Proposed ASEAN Regional Mall
2. A Project financial Feasibility study of the Proposed ASEAN Regional Mall
4. One Town, One Product it will discuss the local products that a region is known for in
the Philippines.
Specifically, the objective of this study are:
1. To determine the opportunities that can be explored in the aspect of retail that would
elevate the Philippines as a shopping destination in the ASEAN region.
2. To Measure the financial viability of developing a regional mall that would showcase the
unique culture of each member of the ASEAN under one roof including the Philippines.
3. To be able to determine the rational site for The ASEAN Regional Theme Mall.
4. To determine the comprehensive architectural space programming in relations to the
needs of the users for the proposal.
5. To come up with the best architectural form and theme that will be suited for The
ASEAN Regional Theme Mall.

D. Significance of the Study
The study about The ASEAN Regional Theme Mall will be a great significance to the following:
1. Architecture this may serve as a basis and reference for related projects and for the
space programming and its architectural form.
2. Tourism the proposal will showcase goods, services and also an architectural character
of an ASEAN member-country that will promote and market the whole region to tourists
that are here in the country. Since this is the first theme mall of its kind, it would
generate high tourism arrivals in the specific site where it will be put.
3. Researchers the study could serve as a reference for the financial feasibility,
marketability and economic contribution of a mall to the community.

E. Scope and Delimitation
The primary output of the study is an architectural design plan which includes the
o site development plan
o floor plan(s)
o elevations
o sections
o perspectives
The study will not include a defined cost estimate as prepared by a quantity surveyor and also will not
provide technical due diligence of the proposed site ie. Soil testing and hydrological study, complicated
structural analysis and drawings will not also be included.


Chapter 2 Theoretical Framework
A. Review of Related Literature
1. The ASEAN Economic Community
2. Trade and Market Place
3. Shopping Malls
4. Theme Malls
5. Why People Shop
6. Tourist Shopping
7. Shopping as a Form of Tourism

B. Review of Related Projects
Foreign Projects
Ibn Battuta Mall Dubai
Mall of the World Dubai
West Edmonton Mall Canada
Local Projects
Tiendesitas
Market! Market! (Fiesta Market)
Lucky Chinatown Mall

C. Concept Paradigm
IPO (Input Process Output)

D. Methodology
Research Methods
Descriptive and Qualitative Analysis
Research Process
Gathering of Data
Review of Published and Unpublished Materials
World Wide Web
Libraries
Review and visitation of related projects
Research Person Consultations
Analysis of Gathered Data
Needs Identification
PEST Analysis
Selection of Site
Space Programming
Actual Study of Form
Structural and other utility system conceptualization
Architectural Finishes Specification
Data Synthesis
Project Evaluation

E. Tentative Site Criteria
Demographics
Location and Distance
Shape
Access
Visibility
Size
Topography
Utilities
Surroundings
Environmental Impact
Zoning
Financial Benefits