RATCHAPRASONG DISTRICT BANGKOK DOWNTOWN The neighborhood of cosmopolitan community
What is Ratchaprasong Ratchaprasong is the Bangkok's shopping crossroads, located in the heart of the city at the intersection of Rajadamri, Ploenchit and Rama I roads It is Bangkok's most vibrant district, a constantly changing, never-ending scene with over 3,000 shops, restaurants, spas, clubs and 3,900 high-quality hotel rooms as well as 7 well-known shrines
Ratchaprasong District Old Town Kho Sarn Rd. Ratchathevi Pratunam Siam Ploenchit Little Arabia Charoen Krung 14 China Town Silom Ratchaprasong Asoke Sukhumvit
Ratchaprasong District 3 stops to airport link (6 Mins) Easy to access to everywhere in Bangkok: BTS, Walk, Bus, Boat, Taxi
Ratchaprasong Bangkok Downtown Visitors 400,000 people/ Day 146 M. people / Year Local 60% = 240,000 /day International 40% = 160,000 /day Asia 80% = 128,000 /day Worldwide 20% = 32,000 / day Shopping center 884,200 sq.m Office 149,000 sq.m Hotel 3,900 rooms Residential 382 units Business 40,320 sq.m.
Who are in Ratchaprasong The Ratchaprasong Square Trade Association (RSTA) is currently made up 14 buildings members Retail centers Hotels Office Buildings
Ratchaprasong Bangkok Downtown EAST LUX & BOUTIQUE SHOPPING / HOTEL SOUTH LUX HOTEL, SPA & RESIDENCE NORTH MARKET STYLE 283 ROOMS WEST LIFESTYLE SHOPPING & ENTERTAINMENT STYLE
Ratchaprasong s Vision To be one of Asia's leading branded Destination comparable to global branded districts Oxford Street Time Square Champs Elysees Orchard Road
RSTA : FIVE MAJOR FUNCTIONS Facilities development & improvement Facilities preservation Customer services Marketing Communications Research and advisory services District master plan updating and consensus building Technology review every 3-5 years Capital budgeting and funding consolidation Commissioning common space works, e.g. directional signage Connectivity Bridge Link, WiFi District security Joint security & cleanliness for common spaces Maintaining CCTV and swat teams Maintaining landscaping Lighting management Crisis Management Managing tourist information center Joint parking and valet service management Developing and maintaining marketing communications channels Organizing joint promotions Website community building Sponsorships Events and festivals support Collecting data from district members on footfall; occupancy; rental rates; etc. Producing quarterly reports on brand/product mix and performance vs. comparables in Bangkok Commissioning consumer surveys and distributing results to members CCTV Expansion STRONG PUBLIC PRIVATE PARTNERSHIP AND COLLABORATION
OUR GOAL Be the Capital District of Bangkok and Leading Lifestyle MUST VISIT Destination of ASIA POSITIONING BRAND PROMISE DNA Bangkok Downtown Ratchaprasong Fulfilling your every wish with happiness Connectivity Connectivity Connectivity Devas Landmark Artisan and Heritage Local to Global Flavors Business Best Facility Best in Class Urban community Connectivity
5 COMPONENTS OF RATCHAPRASONG DISTRICT
World Class Hotels and facilities
Variety Shopping experiences Value & Fun Shopping The Largest Lifestyle Shopping Complex The Urban Meeting Place The Most Stylish Shopping in Bangkok Thailand s largest onestop fashion & wholesale shopping mall
Urban MICE MICE Centara Grand and Bangkok Convention Center at CentralWorld makes Ratchaprasong Thailand's hottest MICE destination 8 Hotels members offer fully integrated facilities more than 3,500 room accommodation, convention and meeting facilities over 40,000 sqm., retails and shopping street, entertainment and vareity of restaurants Top class services with Wi-Fi connections, internet access, currency exchange, private concierge and banking
Visit 7 Shrines of Good Fortune Gods and All wishes would come true
Experience Heritage & Culture: Erawan Shrine Ceremony (9th Nov )
Best Connectivity and Walkability Key Ratchaprasong partners (both shopping centers and hotels) are all connected by a short walk along the wonderful above-traffic skywalk. 2 minutes walk from BTS Chidlom station and 8 minutes from BTS Siam or BTS Ratchadamri With its key attribute - Convenience & Safety, Ratchaprasong district offers tourists with high quality security system 24/7
Safety With its key attribute - Convenience & Safety, Ratchaprasong district offers tourists with high quality security system 24/7 Key success model of security system of Ratchaprasong district Networking security system People training Technology
MARKETING STRATEGY
2015 Marketing Strategy 1. Create Ratchaprasong Bangkok Downtown Brand experience Awareness 2. Build The Destination Must Visit the Best of Bangkok 3. Build City MICE Hub 4. Create Happy Community
1. Create Ratchaprasong Bangkok Downtown Brand experience Awareness 2. Build The Destination Must Visit the Best of Bangkok 3. Build City MICE Hub 4. Create Happy Community
Create Ratchaprasong Bangkok Downtown Brand experience Awareness Increase Interactive Map on Skywalk Create District Wise Way Finding
1. Create Ratchaprasong Bangkok Downtown Brand experience Awareness 2. Build The Destination Must Visit the Best of Bangkok 3. Build City MICE Hub 4. Create Happy Community
Build The Destination Must Visit the Best of Bangkok
Ratchaprasong Tourist Information Centre and Services Information Walk guide Fre e Wifi Tourist privileges : Souvenir shop Beverage corner Shrine package Eat Shop Spa/massage Photo point Tourist sim card
Tourist Information @ Amarin Amarin Amarin Amarin Our Service TOURIST INFO: Get directions and advice on how to get to your favourite attractions SIGHTSEEING TOURS: Find a perfect guided tour to any one of the city s most popular sightseeing destinations 7GODS WALK TOUR: Learn about the legend of the 7 Gods of Ratchaprasong on a fun and exciting guided tour THAI SNACKS: Grab a taste of Thailand with these delicious snacks FREE WIFI: Convenient connectivity for all of our visitors Our bilingual staff is available to assist you with helpful advice 7-days a week. Stop in today!
1. Create Ratchaprasong Bangkok Downtown Brand experience Awareness 2. Build The Destination Must Visit the Best of Bangkok 3. Build City MICE Hub 4. Create Happy Community
Thailand MICE tourism 2014 performance (Source: TCEB) Revenue THB 106,780 Million (88,485M in 2013) Number of events 7,337 events ( 7,866 event in 2013) MICE visitor 919,164 people (1,013,502 in 2013) Average contribution per person Average length of stay of MICE participant Exhibition 17% Convention 33% MICE in Thailand 2014 2013: M=26%, I=24%, C=31%, E=19% Meeting 31% Incentive 19% THB80,800 per person/ trip 6 days 2013 Top 10 MICE Source Markets No. of MICE Travelers (pax) 2014 No. of MICE Travelers (pax) China 128,431 China 120,684 India 103,373 India 83,351 Malaysia 65,549 Malaysia 69,034 Japan 61,639 Singapore 66,956 Singapore 60,785 U.S.A. 38,491 Indonesia 46,539 Australia 37,947 Korea 43,795 Korea 33,398 U.S.A. 28,405 Indonesia 33,325 Philippines 255,555 Japan 31,733 Hong Kong 23,536 Hong Kong 18,087
City MICE Hub: MEET @ RATCHAPRASONG 1. RSTA Website MICE Section - Members MICE facility & Images - Link to members website MICE 2. TCEB & RSTA MICE Welcome Pack & Privilege After work guide map: Dining, shopping, Spa - MICE privilege : Room, Dining Shopping, Spa 3. Create Big Impact Events - Thailand Kingdom of Light - Erawan Shrine BD & Visit 7 shrines of Ratchaprasong 4. Coordinate with TCEB - Local Fam-trip (May) - International Fam- Trip (June) - TBEX International Bloggers visit (Oct) 800 1,000 people 5. Members collaboration to propose if any potential events arise - F3 Freestyle football
Thailand connect welcome Package Ratchaprasong District Privileges from 7 Hotels and 3 Retails from Ratchaprasong District. Offer 3 areas : - Complementary & Standard service from 7 hotels.\ - Dining & Spa privilege from 7 hotels up to 35% - Dining & Spa privilege from 3 shopping center up to 20% Due date : 10 OCT 2015-31 Dec 2016 Soft Launch @ Shanghai on 17 Sep 2015 Official Launch @ IT&CMA @ Crentara Grand @ CentralWorld on 29 Sep - 1 Oct 2015
1. Create Ratchaprasong Bangkok Downtown Brand experience Awareness 2. Build The Destination Must Visit the Best of Bangkok 3. Build City MICE Hub 4. Create Happy Community
Timeline Annual Events 每年的活动 Shrine Promoting 神殿旅游 Grand Sale Winter Sale Bank Partners 银行伙伴 Local Bank Burn Point Aug - Nov Union Pay Aug Feb 2016 Visa CN Jul - Nov Visa Myanmar May - Dec Tourist Market 旅游市场 TAT Road Show MM & CN Mar - May Shrine Book Launch tourist info RSTA Website RSTA Tourist Welcome Pack Way Finding System RSTA Walk Map: Shop, Shrine, Food MICE Market 会展与奖励旅游市场 Blogger Preview Mar Inter- Fam trip, 19-20 Jul RSTA & TCEB Welcome Pack - Jul Blogger Preview 15-17Oct
Happy Community: Annual Events All Year Around Street Art Grand Sale High Tea Jubilee Visa Dining Delight Erawan Shrine Ceremony Thailand Spectacular Year End Thailand Kingdom of Light CTW Bangkok Count Dow
Thailand Kingdom of Light 2015 @ Ratchaprasong Period: 5 Dec 5 Jan Light up festive season with the largest Christmas tree in Southeast Asia and lighting festival throughout Ratchaprasong district
CRISIS CASES
Crisis In Ratchaparsong THE HEART OF BANGKOK BECAME A TARGET LOCATION RED SHIRT 2010 BKK SHUTDOWN 2013-2014 Erawan Shrine bomb 2015 Sales on September after BOMB Gaysorn >> -15% Amarin >> -40% Traffic on September after BOMB Sky Walk >> -4% Amarin >> -24% Big C >> -56% OCC (%) Overall Bangkok (3-5 stars) OCC (%) RSTA members (4-5 stars) Hotel Occupancy on September after BOMB 7 months/ 2013 7 months/ 2014 7 months/ 2015 Change 2015 vs 2014 Change 2015 vs 2013 77% 53% 80% +27% +3% 79% 46% 81% +35% +2% Compare with Sep 2014 Compare with Sep 2014
BRING BACK THE LAND OF SMILE, THE HEART OF BANGKOK S HAPPINESS
Winter Festival 2015 @ Ratchaparsong NOVEMBER 1st RatchaprasongTourist Information Center launches Journeys to Discover - Shrine Walk Tour @ Ratchaprasong - Bangkok Excursions - Christmas Delights 9th 10th 20th 20th-30th ErawanShrine Birthday Celebration Ceremony Launch Thailand Spectacular Year End shopping campaign with VISA & TAT AmarinPlaza s Factory of Happiness light up party Festive celebrations launches: - AmarinPlaza s Factory of Happiness light up party - AnantaraSiam Christmas Tree - Central World s Universe of Happiness light up ceremony - Gaysorn schristmas Delight OCT DECEMBER 5th 24th 25th 24th 25th 31st Beer Garden 2015 & Live Music @ Central World Thailand Kingdom of Light Ratchaprasong light up ceremony in celebration of Father s Day Bangkok Jazz Night @ Ratchaprasong Christmas Celebrations: Family dining and Santa Weekends Bangkok Count Down Celebrations
BRING BACK THE LAND OF SMILE, THE HEART OF BANGKOK S HAPPINESS Erawan Shrine Ceremony Thailand Spectacular Year End Thailand Kingdom of Light CTW Bangkok Count Down
Thailand Kingdom of Light 2015 @ Ratchaprasong
Thailand Kingdom of Light 2015 @ Ratchaprasong
Thailand Kingdom of Light 2015 @ Ratchaprasong
Thailand Kingdom of Light 2015 @ Ratchaprasong
Partnership with TCEB and Amsterdam Lighting Festival
Thailand Kingdom of Light 2015 @ Ratchaprasong To make the best lighting festival in Thailand and lift up to be the worldclass event and festival by continuing the key success factors and improving in the future.
Thailand Kingdom of Light 2015 @ Ratchaprasong To make the best lighting festival in Thailand and lift up to be the world-class event and festival by continuing the key success factors and improving in the future.
Thailand Kingdom of Light 2015 @ Ratchaprasong
Development Model Existing supply Demand Form, function, feasibility New development initiative
Structure of ownership How many sponsors Size Composition Critical size Institution, entrepreneur, Landlord Land title age freehold or leasehold Age distribution Quality of asset and positioning Motivation Traffic generator? Growth target, preference etc
Structure of ownership Process Formal or informal Credibility Member Government alliance Independent, competence level of cooperation Leading, accommodative etc.
Points of Consideration Short term win with long term goals. Noise of those who are dis-benefits Financial support from sponsorship: Equitable share Why are we doing this?