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Old March 16th, 2005, 08:03 AM   #1
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PASIG | Frontera Verde

MANILA, PHILIPPINES | Wednesday, March 16, 2005

Ortigas and Company to put up new mall in Pasig City



By ROULEE JANE F. CALAYAG, Reporter

Ortigas and Company Limited Partnership, together with three major tenants, will spend P1.5 billion for its 18.8-hectare mixed-use commercial project Frontera Verde (Green Edge) in Pasig City.

Rex C. Drilon II, the company's chief operating officer, said the company would contribute the land and a three-hectare retail development worth around P200 million to P250 million to the project.

"The rest will come from other locators. The SM Group will invest P500 million; the MC Mall, Inc. will put in P700 million; and [Pilipinas] Shell, over P100 million," Mr. Drilon said.

Frontera Verde's 18.8-hectare site is bound by Ortigas Avenue, Julia Vargas Avenue, and the E. Rodriguez Avenue (C-5) in Pasig City.

The first to be put up at the site will be the Tiendesitas (small stores), which Ortigas and Company will unveil in May. Its Greenhills Shopping Center Group will manage the project, dubbed to be an improved Philippine version of the famous Chatuchak Weekend Market in Bangkok, Thailand.

"We want to unload our land bank fast. Since we are paying P12 million in taxes yearly for the land, we thought we might as well do something with it. By the end of 2006, we hope that Tiendesitas will be substantially built up and have it opened until perhaps 2 am," Mr. Drilon said.

The target markets for Tiendesitas will be A, B and upper C. "It will be like Greenhills, where 55% of our market consists of A, B and upper C," Mr. Drilon said. "It will also generate thousands of jobs."

Joey F. Santos, general manager of Greenhills Shopping Center, said the Tiendesitas would be a permanent place for small entrepreneurs, especially those from the provinces, to display their crafts and expertise.

"We want to showcase what is Filipino by giving small entrepreneurs a permanent outlet through Tiendesitas. Although we are cautious in getting elements, we believe that we have enough retailers. There will be 700 merchants to start with. It will be a taste of home," he said.

INCUBATING PROMISING ENTREPRENEURS

Mr. Drilon said his company would want to continue incubating promising entrepreneurs in Tiendesitas. Greenhills Shopping Center is where big brands such as Bayo, Kamiseta, and Toby's started.

Trina R. Chan, Ortigas sales and marketing manager, also said Frontera Verde would be an alternative venue for families, with the three-hectare Tiendesitas flea market as its anchor.

"Tiendesitas will feature an antiques village, a pets and plants village, a wet and dry goods village, and there will also be different food specialties from the provinces," Ms. Chan said.

Cathy Casares-Ko, head of Ortigas' real estate division, added that the company carefully planned Tiendesitas and other facets of the mixed-use commercial development.

"We spent one year in conceptualizing the development. It is a well thought out project that ensures a place for everyone," she said.

Shell had a soft opening for its first 5,000-square meter gas station in November last year.

SM will also build at the site a two-hectare hypermart -- a combination department store-supermarket. This will be the first time that SM subsidiaries such as Watson's, Ace Hardware, Toy Kingdom, and Our Home, will set up shop outside of SM malls. A Banco de Oro bank will also be put up.

MC Mall, the group behind MC Home Depot and the Fort Strip in Fort Bonifacio, will develop around five hectares for a medical mall, a fusion mall for electronics, and an auto mall.
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Old March 16th, 2005, 08:23 AM   #2
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wow a medical mall...

anyways.. I hope that in the Tiendesitas no cellphone and DVD merchants would be allowed... I hope only handycrafts, souvenir items (Filipino and not Chinese) and local products be found...
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Old March 16th, 2005, 08:45 AM   #3
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Old March 16th, 2005, 11:08 AM   #4
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And they look nice too! I love our wooden appliances, compared to our metal ones. Did I mention they were Filipino?
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Old March 16th, 2005, 11:37 AM   #5
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Cool...i was gonna post that article too, but realised there is already a thread on it.

Very good news...i like the concept, as it is moving away conventional malls. Its a great site for small to medium enterprises
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Old March 16th, 2005, 02:37 PM   #6
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Quote:
Originally Posted by pau_p1
wow a medical mall...

anyways.. I hope that in the Tiendesitas no cellphone and DVD merchants would be allowed... I hope only handycrafts, souvenir items (Filipino and not Chinese) and local products be found...
Ortigas and Co. doesn't plan to sell cellphones there, they'll keep the cellphone stores in Greenhills.
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Old March 17th, 2005, 02:54 AM   #7
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dapat lang! or else there would be a lot of cellphone snatchers in that area trading their GSM (Galing Sa Magnanakaw)
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Old March 17th, 2005, 04:06 AM   #8
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nice...! I remember going to that Chatuchak market in Bangkok when we visited last year. didn't like it all too much. it was really crowded and not too clean... and the heat made it worse. but my mom got a lot of stuff for really cheap there, so...

Tiendesitas sounds good... seems like it'll be similar to those Clamshell things the DOT has at Intramuros. only a lot bigger... hopefully it will become a place to showcase purely Philippine products that will attract both locals and tourists...
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Old March 17th, 2005, 06:29 AM   #9
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Old March 17th, 2005, 09:08 AM   #10
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There's actually 12 of them.
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Old March 18th, 2005, 06:40 AM   #11
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Old March 18th, 2005, 07:57 AM   #12
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Nah, I don't think so.

Here's a pic from the papers.
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Old March 18th, 2005, 11:31 PM   #13
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^that is so cool! very filipino.
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Old March 19th, 2005, 02:12 AM   #14
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Wow, nipa hut flea market with Filipino products, sounds ver promising.
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Old March 19th, 2005, 05:09 AM   #15
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Hey thats pretty cool...very pinoy indeed
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Old March 19th, 2005, 08:04 AM   #16
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Old March 19th, 2005, 03:11 PM   #17
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"Tiendesitas en Frontera Verde" in Pasig City

MANILA, PHILIPPINES | Thursday, March 14, 2005


Ortigas and partners' response to one-stop shop commercial enclaves
By ROULEE JANE F. CALAYAG, Reporter

A new shopping and leisure haunt will be unveiled in Pasig City in May.

Ortigas & Co. Ltd. Partnership (OCLP), the operator of Greenhills Shopping Center in San Juan, will launch Frontera Verde.


Artist's perspective of tiendesitas, which will be managed by the group that runs Greenhills Shopping Center

The company, together with Shell Pilipinas, the SM Group and MC Mall, Inc., will infuse P1.5 billion for the development of the 18.8-hectare mixed-use commercial project bounded by Ortigas, Julia Vargas and E. Rodriguez avenues (Circumferential or C-5 Road), and which is also near upscale residential enclaves such as Greenmeadows and Valle Verde in Pasig City.

Rex Drilon II, OCLP chief operating officer, said Frontera Verde, which means green edge in Spanish, will be a one-stop shopping venue.

Complementing Greenhills's fame for value finds, particularly pearls and cellphones, Frontera Verde will be the improved version of the famous Chatuchak Weekend Market in Bangkok, Thailand.

It will be a 10-year interim project that will host indoor and outdoor activities.

Frontera Verde will accommodate tiendesitas, or small stores, Shell gas stations, stand-alone restaurants and bars, children's interactive park, MC Mall, SM Hypermart, driving range, as well as terminal and parking lots.

The commercial area is expected to be substantially completed by the second half as OCLP celebrates its 74th anniversary in July.

Cathy Casares-Ko, head of OCLP's real estate division, said, "We spent a year conceptualizing the development. It is a well thought out project."

Trina R. Chan, OCLP sales and marketing manager, said the tiendesitas will feature 12 Maranao-inspired single storey buildings with small- to medium-sized stalls and a central plaza for weekend bazaars and activities.

"There will also be different food specialties from the regions like bagnet of Ilocos, batchoy of Bacolod, inihaw na panga of Davao and other favorites such as adobo, in the tiendesitas," she said.

"It has a unique Filipino architecture, design and ambiance. I did not expect we would use too much cogon," said Mr. Drilon.

The tiendesitas will be zoned into villages dedicated solely for antiques, pets and plants, as well as for wet and dry goods.

Joey F. Santos, general manager of subsidiary Greenhills Shopping Center, which will manage the tiendesitas, said the company wants to showcase everything Filipino.

"We have enough retailers, especially those from the provinces. We have 700 retailers to start with. We want to give small entrepreneurs a permanent place to showcase their crafts and give buyers more fun, allowing them to experience a taste of home [provincial roots]. The Filipinos deserve better [offerings]," said Mr. Santos.

He added that the tiendesitas will be different from other developments because "we are cautious in getting elements."

Shell formally launched its 5,000-square meter gas station in February at the corner of Julia Vargas and C-5. It offers a full-range of fuels and lubricants and other car services as well as an assortment of retail shops. There is now a Select convenience store, Jollibee outlet and Chowking branch.

Mocha Blends will also set up shop in one of the gas stations to cater to those who love to sip coffee.

There will also be rows and bars offering international and local cuisines in Frontera Verde.

In anticipation of the huge traffic that will result from the influx of people to the area, Ms. Casares-Ko said a 20-meter wide major artery, called Frontera Drive, will connect Ortigas to Julia Vargas for easy access. There will also be two minor arterial roads that will allow access to and from C-5.

The children's interactive park will have a petting zoo, carousel, interactive play area, and function areas for shows, competitions, and parties.

The other section will be for retail shops that will showcase family-themed restaurants, pet shops, snack carts, and other children's shops.

MC Mall will host a medical mall to host doctors' offices, laboratories, spas, and everything related to wellness, mall for electronic gadgets, and automotive mall for vehicle dealers,.

The group behind the MC Home Depots and Fort Strip in Fort Bonifacio will develop five hectares for the three malls.

The SM Group will build a hypermart -- a combination of a department store and supermarket -- beside the tiendesitas.

Mr. Drilon said this will be the first time that SM affiliates such as Watson's, Ace Hardware, Our Home, Banco de Oro Universal Savings Bank and Toy Kingdom, will locate outside SM malls.

For the golf enthusiasts, Frontera Verde also offers a modern driving range complete with amenities like pro shops, delicatessen, gymnasium and other sports-related services.

Aside from public transport, OCLP said it is putting up a shuttle service to and from the Greenhills Shopping Center and Frontera Verde.
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Old March 19th, 2005, 03:13 PM   #18
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TIENDESITAS
Asia’s first and largest flea market and theme park rises in Pasig City





The Department of Tourism (DoT) is in the frontline in the WOW Philippines campaign to attract more tourists and foreign guests. Tourism Secretary Ace Durano’s advocacy is to promote the Philippine Islands not only to tourists but to the Filipino people as well. “I love the Philippines: Biyahe Na!” is the 2005 theme that aspires to promote not only the natural resources, but also the diverse culture, exceptional native cuisine and rich traditions of the land.


Tourists and other foreign guests also visit the country because of world-class products and tropical fruits. Philippine-made furniture and fruits like mangoes from Guimaras and lanzones is one reason the foreigners flock to our shores.

Soon more foreign guests are expected to visit the Philippines because of Tiendesitas.

Tiendesitas, soon to be Asia’s first and largest flea market and theme park, will fortify the glory of the vanishing Philippine arts and culture. No more branded food chains, no more imported goods but instead an exhibition of Filipino products made by defined native manufacturers. Small stores in a green frontier replace the air-conditioned rooms in a multi-story building.

The Greenhills Shopping Center in partnership with Las Islas Trade & Consumer Show Organizer has launched the premier shopping destination in the country, Frontera Verde Tiendesitas (small villages in a green frontier). The 18-hectare land will later bring the recognition of the Filipino-made products in the world market.

Tiendesitas functions like an "urban retreat" where you can walk around in wide-opened villages. Every villages is within a walking distance. The imagery that welcomes customers is an upscale solemn surrounding area.

Even though transplanted in chaotic Metro Manila, the flea market and theme park has an elegant architecture projecting graceful interior and exterior designs.

Pasig, as the choice of location, is a strategic venue for building Tiendesitas because of its fast progressing municipality. With the global giants and selected multinationals office sites, it’s a perfect embodiment that will later be known as the exhibition capital.

Small entrepreneurs coming from 18 regions can now invest their own businesses here. At an affordable rental fee compared to malls, these Filipino artisans display their craftsmanship and creative ideas. There will be more jobs for Filipinos that would capitalize the macro industry as a way of recovering from the economic decline. Almost 1,500 stalls will operate to build a strong foundation for more than 1,000 families in hand.

Joey F. Santos, general manager, Greenhills Shopping Center, and Henry G. Babiera, chief executive officer, Las Islas, are both optimistic Tiendesitas will encourage a new form of shopping – relaxed and leisurely.

Tiendesitas is composed of different villages such as Philippine Crafts, Arts and Antiques, Pets and Garden, Food, Sweets and Delicacies Village. In addition to these, Footwear, Leather goods and Garment Village complete the projected aura of the flea market.

In the said villages, most of the clothes are fabricated with genuine fiber; handicrafts are made of indigenous materials and home-made products from different provinces from north to south. Delicious delicacies will satisfy the taste buds of each customer that will stop over to shop.

As a theme park, its landscape architecture showcases a variety of flora and fauna, exposing the nature’s splendor where customers can shop, dine and be entertained. Swaying trees and a horizon of clear ponds along walkways describe Tiendesitas.

According to Babiera, "business with conscience" is an integral venture for a developed industry. With his mentor Don Rafael Ortigas, integration of "tiangges" to malls again attracts many Filipino to non-stop shopping. After the reinvention of Greenhills, he became known as the dean of Philippine Trade Fair and Exhibition.

"Business is not merely getting committed to earn money, but also an engagement to his fellowmen and country with sustainable macro industry," said Babiera.

Establishments such as commercial centers, shopping malls and deluxe hotels are the trendy developments going on in the metropolis. Perhaps Tiendesitas is not the usual establishment but it’s a stronghold of heritage and history
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Old March 19th, 2005, 10:16 PM   #19
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Old April 1st, 2005, 08:16 PM   #20
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