[ad_1]
SINGAPORE – Christmas lighting on Orchard Road will be a small affair this year, with the usual street festivities canceled due to the ongoing pandemic.
But organizers still promise a dazzling show when it kicks off Nov. 13, with a wintery display of snowflakes, mistletoe and holly to light up the shopping street.
For the first time, viewers at home will be able to experience “driving” along the 2.9 km stretch from Tanglin Mall to Plaza Singapura on a virtual tour with 360-degree views.
The 14m main arch at the junction of Orchard and Paterson Roads will be adorned with a blue ribbon and glittery reindeer, while the streetlight decorations will feature Christmas trees and white and gold trim until January 1.
However, the Great Christmas Village fair that often accompanies the lights with food, rides, games and performances will not be returning this year.
The Orchard Road Business Association (Orba) said in a statement on Monday (October 5) that the decision was made to minimize the risk of crowds and safeguard public health and safety.
Dedicating this year’s lighting to frontline workers, Orba said it will work with platforms like Lions of Healthcare to reward healthcare personnel, security guards, delivery personnel and others with promotions for shopping, dining and services. More information will be available on the Christmas On A Great Street microsite in November, he said.
Visitors to the microsite can also nominate a front-line hero by sharing an inspiring story of resilience, for a chance to win prizes for themselves and their heroes.
This year’s lighting will feature nearly 50km of LED string lights, up from 6km last year. The number of lights was reduced last year to focus on the pedestrian experience with tree lights and streetlight bandages. They will be restored to levels similar to previous years due to reduced street activities, Orba said.
When asked about how this year’s budget for lighting compares to previous years, he declined to comment, citing confidentiality agreements.
Orba President Mark Shaw told The Straits Times on Monday that the event aims to lift spirits amid a challenging year and a lack of end-of-the-year trips for locals.
While tourists typically make up about half of all Orchard Road visitors, the number of visitors has steadily improved since the stores were allowed to reopen in June, he said.
“The numbers seem very encouraging for the influx of the public to the malls, and the establishments (of food and drink) seem to be coming back quite strong. We also want people to go back to retail stores. “
There are plans for a Black Friday sale event to attract shoppers, and details will be announced later, Shaw said.
While the lack of street activities may put a damper on the Christmas festivities, “we hope people still come down to look at the lights, because that’s the main attraction anyway,” he added.
MAKEOVER MORE URGENT NOW
The pandemic has made plans to rejuvenate Orchard Road more urgent, Shaw said, as more pedestrian-friendly features and outdoor activities will give the street a boost.
Plans announced last year included different branding for the four sub-precincts of the commercial belt and making part of the 2.4 km car-free highway to connect the green spaces at Istana Park, Dhoby Ghaut Green and the open space at Plaza Singapura.
The authorities have said that the transformation of Singapore’s main commercial belt into a lifestyle destination is a long-term project that will be carried out in phases, although no timetable has been given.
Meanwhile, malls and retailers are overhauling and rethinking the way they do business, Shaw noted, given the new reality and the long road to recovery ahead.
“I think the future of Orchard Road is secure, especially if we go ahead and do this rejuvenation right,” he said.
EXPECTED IMPULSE
Retail experts said this year’s holiday lighting could help give Singapore’s main shopping belt a much-needed boost.
Amos Tan, a senior lecturer at the Singapore Polytechnic School of Business, said the Christmas lighting is likely to attract more locals than in previous years, even without the street fair.
“With the limitation of not being able to travel, many will go to Orchard Road to soak up the festive atmosphere,” he said.
This presents an opportunity for retailers to grow their local customer base, which should take precedence over short-term profits, Tan said.
Esther Ho, director of the School of Business Management at Nanyang Polytechnic, noted that while an overall increase in sales volume is expected, companies still have to contend with a poor economic outlook and operational constraints brought on by safe management measures.
Administrative assistant Ann Ho said that while she normally avoids Orchard Road during the Christmas season due to the large crowds, this year may be an exception.
“Since we can’t go abroad on vacation, we could also take the children to see the Christmas lights,” said 42-year-old Ms. Ho.
[ad_2]
