ST: Sunset Way's bold and trendy makeover benefits retail - 30 Aug 07

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Aug 30, 2007
Sunset Way's bold and trendy makeover benefits retailers
Area poised to be next dining hot spot with cafes, pubs and eateries
By Jessica Cheam

HEARTLAND shops in the once sleepy neighbourhood centre of Sunset
Way have undergone a bold transformation to become Singapore's next
hot dining spot.

Not long ago, these 50 or so Housing Board (HDB) shops were almost
forgotten as a number of struggling businesses took a payout to
leave. Now, the area is buzzing with new life, as crowds throng
trendy new wine shops, cafes, pubs and restaurants - all in a
relaxed, alfresco setting.

Sunset Way's new look will only get better: its town council and the
HDB will pump in another $1.5 million to complete its makeover, said
Mr Andrew Lim, chairman of the Sunset Way Trades Association (SWTA).

The estate is fast challenging hot spots such as Holland Village and
Dempsey Road, due to its lush greenery and charm - and much cheaper
rental prices for retailers.

Some new food and beverage retailers told The Straits Times they
looked at Tanglin Village before settling on Sunset Way, forking out
an average $250,000 to set up shop.

One tenant, who did not want to be named, said he was paying rent of
about $5.50 per sq ft (psf).

That is far cheaper than the rent at Holland Village of $15 psf, and
those at Tanglin Village of about $8 to $10 psf, as well as nearby
Rochester Park of about $12 psf, estimated Sunset Way's master
tenant, Mr Victor Koh of Circles International Solutions. 'I did my
research before deciding on the prices here. It's important to be
affordable when the estate's just starting again.'

The rejuvenated HDB neighbourhood centre - comprising about 50 shops
from Block 105 to 109 in Clementi - is the first success story under
the HDB's Restructuring Programme for Shops.

Launched in 2005, it gives struggling retailers in a location a way
out with an ex-gratia $60,000 payment if more than half opted to
quit.

This trigger point was revised recently to 30 per cent.

When over half the retailers at Sunset Way's Block 106 quit two
years ago, the remaining business faltered as crowds thinned out.

Under the scheme, HDB converts the empty shops into spaces for
communal uses.

But Sunset Way's potential was too good to ignore.

Shopkeepers began talks with HDB and the ward's MP, Mr Christopher
de Souza, to save the centre.Outlets that have seized the
opportunity include steak house Grill-Out, a cafe specialising in
New Zealand wine and food, and a bistro, peaberry & pretzel.

Even Rocky's Pizza is back. It was synonymous with the area for 15
years before it was edged out by a new condo. Owner Daniel Cooley
decided to return as soon as he learnt of a vacancy.

Resident Madam Celestine Yuan, 35, is pleased. 'Now I don't have to
go far to get a unique, casual yet sophisticated dining experience.'

Mr de Souza said Sunset Way paves the way for more HDB estates to
revamp themselves. 'This involves very careful consideration of the
area's trade mix and different ways to attract crowds.'

He has been invited to officially open the revamped centre next
month. Shopkeepers will soon launch a marketing campaign to raise
its profile