Good morning, everyone.

I am honoured and at the same time humbled to be the first recipient of the Place Champion Award.

The significance of this Award goes beyond the recognition of the part I play in the Orchard Road precinct; it is a milestone for all place managers in Singapore.

I thank the Place Management Coordinating Forum (PMCF) for conferring this Award on me; and for recognising the importance of place management in the development and betterment of key precincts in Singapore.

The Introduction of Place Management at Orchard Road

Orchard Road Business Association (or ORBA as we call it) has come a long way.

Formed in 1998 with the encouragement of the Singapore Tourism Board (or STB), there were only a few private businesses on board then, and my company was one of the founding members.

We were a small but nimble team; and we recognised, from the very beginning, that ORBA would serve as a platform to rally the many stakeholders on Orchard Road with varying and often competing interests, to work on common goals that would benefit the precinct. We passionately believed that through managing the precinct well, businesses on the street will stand to gain.

Orchard Road, at that time, had already earned recognition, both in Singapore and the region, as THE shopping street in Singapore. The founding members were very conscious that that reputation cannot be taken for granted.

Continual efforts must be put in to ensure that Orchard Road’s status as a premier shopping street is maintained and grows. STB is instrumental in helping Orchard Road to develop and align with top shopping streets in the world. I can comfortably say that it is this conviction that keeps our status alive and well, and it has been the driving force behind all the work and effort for ORBA.

There were naturally many challenges in the beginning, especially given the diversity of views and interests of the different stakeholders.

Even in 2006, when I took over as Chairman, we continued to have to convince many stakeholders of the need to support, in cash and kind, ORBA’s efforts in promoting the precinct.

Sometime in 2009, the terms ‘precinct management’ and ‘business improvement districts’ were introduced to ORBA through STB.

Although the terms were new to us, the concept is really something that ORBA has already put into practice and has been doing all along. So it was as if we were now given a formal framework, and were now able to institutionalise the work we do on a daily basis.

Some ORBA and STB representatives also went on a few study trips to Chicago, New York, London, Melbourne and Sydney - to acquaint ourselves of their place management models. 

We saw what we were up against and the insights we gleaned further affirmed our belief that for Orchard Road to become an iconic shopping street, a precinct-wide effort was essential.

I am happy to share with you that the Association has grown from strength-to-strength, from about 40 members in 2006 to over 120 members today. The part-time secretariat back then has also expanded to a dedicated team of four full-time staff today.

Whilst I am deeply encouraged by this recognition, I am also mindful that the sustainability of ORBA remains in question. After all, we have not yet found a sustainable revenue stream.

But it is what it is and we will continue to soldier on!

Acknowledgements

I would like to credit ORBA’s Executive Committee and our extremely committed management team, a cohesive group which shares my belief and passion about our precinct. I hope that this award will further empower the Association in its place management endeavours so that Orchard Road continues to be A Great Street.

ORBA’s achievements and efforts to enliven Orchard Road through new initiatives and iconic events have also been made possible through the unstinting and enthusiastic support from our stakeholders and sponsors.

I would also like to credit STB for being our supportive and steadfast mentor, guiding and assisting ORBA in our working relations with the various government agencies.

Finally, I would like to thank the PMCF once again, for the introduction of this Award which acknowledges contributions by the private sector towards local place management.

I wish you all a wonderful day ahead.

Thank you.