The Coliseum at the Center

"Because it enjoys a broad income market base from the very rich to the very poor, the Coliseum plays a vital role in any marketing effort of the Center," said Jose Avelino, vice president and marketing head of Araneta Center, Inc.

"My job is to get the Coliseum patrons to rediscover the area and to see how much the Center has improved. Rediscovery is a priority. The increase in per capita spending within the Center will follow."

To make it easier for Coliseum patrons to linger after the show, ACI has created a fine-dining area called the Coliseum Circle around the Coliseum and a food court called the Fastfood Strip across the Coliseum. These establishments stay open longer to feed the after-the-show crowd.

Live bands will soon perform, free, late into the night during weekends in the Coliseum parking lot.

As part of ACI’s marketing strategy of rediscovery, Avelino’s group is currently toying with the idea of giving Coliseum patrons coupons which will entitle them to discounts in other establishments within the Center. Next year, live Thai elephants will offer rides to children around the Coliseum during the weekends.

Market

Largely because of its location, Araneta Center has mainly catered to the C-D market for the past 40 years or so. This market makes up most of the estimated 800,000 to one million people who pass through the Center daily but who do not necessarily buy anything. That number is expected to increase significantly once the LRT-2 connection on the Center’s Aurora Blvd. side is operational by end-2003 or early 2004.

"We want to get back the residents of our neighboring communities, which now go elsewhere for their shopping and entertainment. We also want to get more of the A-B market, which attend the shows at the Coliseum and leave immediately," said Avelino.

Based on ACI’s financial projections, the A-B market will be crucial to its 10% to 20% growth this year and next year.

Among the Center’s come-ons for the A-B market is the air-conditioned tiangge or flea market that is currently the lifeblood of the Greenhills Commercial Center. ACI has converted the former Automatic Centre across the Coliseum into the Value Center and has leased the space to members of the Federation of the Filipino-Chinese Chamber of Commerce and Industry, Inc.

"Our lease rates are cheaper and are for a longer period of time. This translates to better-priced goods," said Avelino. "For example, a VCD can be had for P1,500 instead of for P2,500 – and that’s without bargaining yet. A cellphone cover can be purchased here for P30 instead of for P100 to P150 elsewhere." – MJGrey