E-mall bares plan to expand

CEBU, Philippines - In time for its 10th year anniversary, shopping center Elizabeth Mall (E-mall) announced its plan for a possible expansion by another 11,000 square meters of ground area although its business tycoon owner Augusto Go did not yet divulge further details on this development.

At the moment, Go said they are still closely studying on the targeted 1.1-hectare expansion but if the plan pushes through, he said it will definitely help generate more jobs for Cebuanos.

The location of the expansion, as well as its other details, is yet to be announced.

At yesterday's opening of E-mall's "The Stage," Go and his wife, whom the mall is named after, hinted that for 2014, they will be making strides in terms of business growth.

"We're growing big, and there are so many plans for next year," said Go's wife Elizabeth.

Part of this major plan was to convert E-mall's lone movie house into a performing arts theater which formally opened to the public yesterday.

Auditorium

"The Stage" is a 600-plus-seater that will cater to concerts, graduations, conferences and other gatherings.

But aside from serving as venue for different events, the newest auditorium in town will also feature performances of different performing arts groups as the owners' way of adding a cultural dimension to this development.

Elizabeth Go said her dream to "bring Filipino culture [closer] to the masses" was the inspiration behind the revamp.

"I want to bring ballet and teach the Filipino masses what ballet is. I want to stop the loud music and bring in a little bit of culture and educate everyone on ballet," the female Go said.

E-mall marketing officer Ivy Cindy Marie Abella said "The Stage" has already logged several bookings on events for this week, which include a fashion show and a beauty pageant, among others.

According to Abella, additional investment was needed to set up the stage and improve the theater's lighting and sound systems.

Abella revealed that compared to their major competitors, their rates are more reasonable. Subject to change, charges for the use of the auditorium are pegged at P6,000 and up.

Ten years

Tagged as the shopping center of the south, E-mall formally opened for business back in 2003. It specifically caters to the classes A, B, C and D market, as well as to the students and young professionals.

Amid competition, the mall has also been very aggressive in promotions, Abella noted.

"This is because we want to feel competent enough to put up shows that befit the reputation of the mall. We have also prepared activities and events that would encourage people to come and visit us as a shopping, dining and entertainment destination," Abella said. (FREEMAN)