Can destination character be designed when you're planning a new city? | PART 2

SUZHOU » one of over 100 new Chinese cities now being built or planned 

In my previous blog, I responded to the question asked by a planner I met in China about whether destination character can be planned for a new city.   I used Geelong as a case study to illustrate the two universal elements I believe are crucial for building destination character – designing a Destination Personality and designing Destination Experiences. 

In this blog, I’ll jump straight to a case study close to my heart – the revitalisation of the Singapore River and Marina Bay district – which was a project I worked on several years ago. 

The historic Singapore River was once the bustling heart of Singapore, but decades of overcrowding and pollution prompted the government to clean up the area in the 1980s and 90s.  After a major makeover by the Urban Redevelopment Authority with new bridges, footpaths, lighting etc – the precinct looked brand new and ready for a new lease on life.   However, despite businesses moving back into the area, this precinct still lacked soul.  And so, the Singapore Tourism Board in partnership with the Urban Redevelopment Authority and local businesses set about to revitalise the district, and again attract visitors and locals alike to this mixed use recreational precinct. 

Below are some of the features used to enhance the destination character and bring the area back to life.

Case study #2: THE SINGAPORE RIVER DISTRICT, Singapore

Description: Singapore’s inner-city playground »  historical precinct revitalised with an eclectic mix of bars, clubs, restaurants, leisure, retail, tourist attractions, office and residential development

Destination personality: Playful, fresh outlook with a rich heritage past, ever-changing

Iconic destination experiences:  Exploring places of interest along the continuous riverside promenades that pass through the heritage areas of Robertson Quay, Clarke Quay, Boat Quay, and the ultra-modern Marina Bay. 

Distinctive design features that reflect the destination personality: 

» Land use planning and spatial design that concentrated recreational activities (something to see and do) along the entire length of the river – with “active” landuses (pubs, restaurants, retail etc) and breakout spaces thoughtfully designed along both banks of the river so that there are no “dead spots”.

» Life-sized sculpture series to visually depict the heritage stories of people who once lived, worked and played along this historic waterway.  

Jumping Boys » from the past when it was not uncommon to see naked boys swinging from trees beside the river and jumping into the water

A Great Emporium » when Singapore River was a busy trading port

From Chettiars to Financiers» a contemporary nod to the past 

» Intentional contrasting mix of “old and new” design features (heritage features and post-modern designs) incorporated into a variety of pedestrian-level touch points along the entire length of the river » street furniture, pavement design, street art, water transportation (bum boats), lighting, signage etc

» Activation of the most visually prominent feature – the waterway – by re-introducing heritage bum boats that now ferry visitors and locals up and down the river.   Water transportation was an important feature to create movement both day and night, theatrically designed to give the effect of constant activity along the entire length of the river.

Iconic bumboats » a direct link to the heritage of Singapore River

» Hierarchy of open spaces and breakout spaces along regular intervals of the promenade that catered to a range of event sizes.  Events and recreational activities were considered crucial for adding to the effect of constant activity along the entire length of the river.

Multi-purpose breakout space » Read Bridge, Clarke Quay

Multi-purpose breakout space » Raffles Landing Site, Boat Quay 

» Sensitive and location-appropriate theming of each quay or precinct (e.g. each quay has its own suite of street furniture, lighting etc) to create a sense of discovery as people walk up and down the riverside promenades.  This was designed to avoid a sense of monotony, and to encourage people to explore other parts of the river.

Foreground: Boat Quay | Background: Marina Bay

 Clarke Quay » nightlife precinct

» Careful attention was given to the continuous lighting of the river, given that most people visit during the evenings.  Concepts included the lighting of bridges, bumboats, architectural features, approaches to the river, festive lighting and treatment of special elements.  These lighting features add to the effect of movement and activity, and beckon visitors to explore other parts of the river.

Lighting of bridges » Elgin Bridge

Lighting of the riverbank, architectural features and street furniture 

Clarke Quay » nightlife precinct

» Pedestrian comfort - achieved with landscaping, shading, lighting, wide promenades, quality street furniture, breakout spaces etc - was of paramount importance to encourage visitors to stay longer and explore more of the river district.

Landscaping for shading and character » Empress Place

Covered walkways for protection from the sun and rain » Clarke Quay

This is the second of a three-part blog, with another post to uploaded over the coming weeks.  Click on any of the “subscribe” links if you’d like to be informed of when the next post is uploaded.

Movement + Motion » Using an iconic transport mode to showcase your destination character

I’m sure you’ve noticed that there’s all too often a disconnect between what destination marketers promise in a destination brand, and what the on-the-ground experience is for visitors.   To put it politely, some of these promises can be more aspirational rather than deliverable!

But in my destination management experience, I’ve learnt a highly effective and visible way of showcasing your destination character on the ground.  The trick is to introduce (and if necessary, subsidise) an iconic transportation mode to the busiest part of your destination, e.g. along the mainstreet, the river, or the waterfront.  And when I say iconic, I mean it should be so distinctive that it distinguishes your destination from the next.  Of course, it also needs to be authentic to your destination brand.  The effect is this:

·        Transportation visually creates movement and movement – essential elements for bringing a place or a space to life

·        Your distinctive mode of transport (e.g. horse-and-carriage, tuk tuk, bumboat, trishaw or tram) can be a highly visual and colourful means of telling your destination story

·        The speed at which your transportation mode travels can be slightly disruptive to the surrounding flow of vehicular or pedestrian traffic – and this is a great thing if you want people to stop and pay attention!  Think of it as a moving billboard for your destination.  Or the equivalent of a theme park mascot.

·        Stimulates all the senses, creating more memorable experiences for locals and visitors.  A passing horse-and-carriage, for example, activates all your senses – sight, sound, and even smell!

Here’s a collection of places I’ve visited where the local transportation mode is etched in my memory as a colourful and inseparable part of the destination character.

Horse and carts on Gili Trawangan, Indonesia

The sound of hoofs in the sand is all you'll hear from this taxi

This tiny but popular resort island off Lombok has a charming laid-back character.  And although there are hundreds of laid-back island destinations in Indonesia, this one is popular with tourists looking to get off the beaten track because of its authentic character.   And as this picture shows, nothing says authentically laid-back like a horse and cart.  Especially when that's the only mode of transportation to get around the island.   

Golf buggies on Hamilton Island, Queensland, Australia

Oprah & Gayle commandeer a buggy

This is where I grew up - in the tourist area of the Whitsundays, famous for its 74 islands along the Great Barrier Reef.  And the most famous island is Hamilton Island where my parents owned a restaurant.  They also owned a golf buggy, because that's the main form of transport (coincidentally that's also how I first learnt to drive!).   The fleet of buggies zig-zagging across the island not only provide a fun mode of transportation, but from a destination management perspective, the buggies are also a key element in maintaining the resort character.  This is after all a small town in its own right - accommodating up to 5,000 guests and anywhere between 1,000 to 2,000 staff.

Several of the buggies are also themed - including a Batmobile and a limousine - injecting more fun into the destination character.  Even Oprah took a spin on a buggy when we invited her to Queensland, following our Tourism Queensland "Best Job In The World" campaign.  

Bumboats along the Singapore River

Traditional bumboats are an authentic link to Singapore's past

One of my first projects to revitalise the Singapore River & Marina Bay districts for the Singapore Tourism Board was to "bring life back to the river".  We did this by introducing bumboats to ply the waterways in an effort to visually draw attention to the river, adding colour and movement, and showcasing the rich local heritage.  

Horse-drawn carriages, Quebec, Canada

It's not just the memories that linger

Within Quebec’s Walled Fortress, you can still experience the sights, sounds and smells of the 1600’s.  Well, at new millennium prices.  The horse-drawn carriages add a romantic and multi-sensory charm to this heritage site, and are perfectly in character with the destination story.  Even my partner who wasn’t too chuffed with the smell (see picture above), fell in love with this city.

Tuk tuks in Phuket, Thailand

Part of the fun of Phuket is riding in one of the colourful tuk tuks at local prices.  Or at least trying to bargain for local prices.  These colourful cabs that line the streets are as much a part of the landscape as are floral-clad tourists haggling with stall owners for Red Bull t-shirts and wooden chopsticks.

New York City Yellow Taxis

The ubiquitous NY tourist photo with a line of yellow cabs

Yellow taxis are as quintessentially New York as the Empire State Building, hot dogs and pastrami on rye.   The fact that there are just so many of them makes these bright cabs stand out as a city icon.  The lesson for destination planners: pick a unique and highly visible design feature – the colour yellow in this case – and use it generously as part of a destination theme.

Disneyland, Anaheim, USA

Movement + Motion

Every world within the Disneyland theme park features at least one different mode of transport – and they’re all colourful and multi-sensory.  Apart from carrying guests around the park, or transporting the audience through a ride, these people-movers are an integral part of the park design to create movement and motion.   Even on a quiet day, if you stand still there appears to be so much activity around you.  This is because there’s always a train, a monorail, a horse and carriage, or a multitude of other modes of transportation meandering throughout the park in the background.

Trishaws in Singapore

Mark Webber tries to hitch a ride on a trishaw

If you’re walking through the crowded streets of Singapore’s ethnic quarters – Little India, Chinatown, Arab Street, or the Singapore River – you’ll more than likely hear the quaint (if not annoying) ringaling of bicycle bells as a fleet of trishaws comes forcing its way through the crowd.  These trishaw uncles are true destination characters, and an authentic part of the Singapore heritage landscape.