2. I. Global Trends
II. Quezon City – Central Business District
I. Background and Location
II. District Plans
III. Vertis North
I. Background and Location
II. Commercial and Residential Plans
III. MRT7
IV. SWOT Analysis of Vertis North
V. Recommendations
Outline

3. 1. To familiarize ourselves with the global
trends that may affect the Philippine
market so we can respond proactively
2. To evaluate upcoming competitor
developments in order to come up with
strategies to respond to the emerging
market
3. To generate foot traffic, rental income
and sales revenue (for tenants) for SM
North EDSA
Objectives

5. Destination shopping
Traditional market shopping
Source: http://blog.euromonitor.com/2011/11/the-battle-of-mall-culture-versus-traditional-
market-shopping-what-do-north-american-consumers-think.html
VS.
Environmentalism
Social responsibility
Health and wellness
A search for “authenticity”
Usually a mall
One or more buildings forming a
complex
Interconnected walkways to
have an easier flow and access
from one point to another
Has a parking area
Houses various merchandisers
Indoor version of the traditional
marketplace

6. Source: http://blog.euromonitor.com/2012/03/top-10-consumer-trends-of-2012.html
• City living reigns
• Consumer vigilantes
speak up
• DIY Life
• Emerging market
shoppers
• Green Thrift
• Reality culture and
consumers
• Smartphone universe
• Tech lifestyles vs. slow
living and the best of
both
• Youth – future imperfect
• Weight as a hot topic
Top 10 Consumer Trends of 2012

7. “This will be the highest and most modern
development catering to the north.”
-Ayala Land President Antonino Aquino

8. Envisioned as a world-class, highly transit-oriented,
mixed-use community, walkable, vibrant night and
day, with easy access to amenities that make urban
living comfortable, convenient and ecologically
compliant.

9. • P22B project between NHA and Ayala Land, Inc.
• Development sprawls more than 250 hectares
• QC CBD is called Triangle Park
• With use of at least 3 mass transit stations
• Frontage longer than existing CBD
• Environmentally compliant CBD
• Triangle Exchange
– Most attractive for retail and wholesale businesses
– Direct links to transport lines
Source: http://www.quezoncity.gov.ph/index.php?option=com_content&id=411&Itemid=374

11. 5 districts:
Commons
Downtown Hub
Emporium
Residences at Veterans
Triangle Exchange

12. COMMONS DISTRICT
Size and Location
18.2 hectares
Located on north-eastern corner
Bounded on the north by North Avenue, east by the
Elliptical Road, southeast by Quezon Avenue and
southwest by the proposed new Park Lane, flanking
the Downtown Hub District
Present: Site of Ninoy Aquino Parks and Wildlife

13. COMMONS DISTRICT
Land Use and Design
Ninoy Aquino Parks and Wildlife to be developed further
High level of visual interest
Create a diverse skyline

14. DOWNTOWN HUB DISTRICT
Size and Location
58.46 hectares
Located on north-eastern corner
Bounded on the northeast by North Avenue, east by the Elliptical
Road, east by Commons District and Elliptical Road, southeast by East
Avenue and southwest by Agham and BIR roads
Present: Institutional uses
Philippine’s Children’s Hospital, Lung Center, National Kidney
Institute, government institutions (Bangko Sentral, BIR, PAGASA
weather bureau)

15. DOWNTOWN HUB DISTRICT
Accessibility
East Avenue
Quezon Avenue
BIR Road

16. DOWNTOWN HUB DISTRICT
Land Use and Design
Mixed use medium density district with institutional services and
facilities
Medical, Education, Training, Science
Integrated with commercial and residential developments
Hopes to complement the adjacent parks and open spaces encouraged
to have horizontal mixed uses to be compatible with the less dense
intensity and larger blocks and lots
With single-use buildings
Buildings along main access road encouraged to be vertical structures
Downtown Hub District Greens as local point and landmark

17. DOWNTOWN HUB DISTRICT
Density and Floor Area Ratio
Blocks approximately 100m x 100m
Setbacks allowed to enhance park-like feel
Parkway containing mixed use retail (ground level) has no setbacks
FAR ranges from 4.5 to 5, decreasing from Agram/BIR roads to
Elliptical road
Building heights range from 10 to 15 storeys in similar decreasing
fashion
Population of 2.25M persons intended for district at the end of 20-
year horizon

18. DOWNTOWN HUB DISTRICT
HEALTHCARE SUB-DISTRICT
•Block main entrance spine
from East Avenue
•Medical centers to be
clustered here (Lung Center,
Kidney Institute)
PARKWAY SUB-DISTRICT
•Mixed use retail and
residential areas
MIDTOWN SUB-DISTRICT
•Mixed use institutional uses

19. EMPORIUM DISTRICT
Size and Location
49.5 hectares
Situated in the northeast of the Triangle Exchange district
Bounded on the northwest by the Residences district, on the
northeast by the Agham and BIR roads, southeast by East Avenue
and southwest by the Triangle Exchange district
Present: BIR, Revenue Computer Center

20. EMPORIUM DISTRICT
Accessibility
Agham Road
BIR Road
Land Use and Design
Mixed use medium density district
Focused on IT activities, e-government,
public, voluntary, international and/or
services with commercial and residential
developments

21. EMPORIUM DISTRICT
Density and Floor Area Ratio
FAR is 12 to 16
Buildings heights range from 24 to 40 storeys

22. EMPORIUM DISTRICT
GOVERNMENT CENTRE E SUB-DISTRICT
SOUTH SUB-DISTRICT
Common elements with Triangle Exchange
•Street framework
•Block size
•Open space network
Differences
•Type of locators
•Streetscape elements
•Pavements and trees
•Devoted to BPO offices and 24 hour business centres
•Population expected to reach 110,000 in the 20-year dev’t period

23. RESIDENCES DISTRICT
Size and Location
 Located at the northwestern tip of the Emporium District,
just off the creek that traverses the North Triangle
Bounded on the northwest by North Avenue, on the
northeast by Agham road, southeast by the creek and
southwest by the main access road from North Avenue
Present: The Occupational Safety & Health Center, North
Agham Fore Station

24. RESIDENCES DISTRICT
Land Use and Design
To accommodate QC CBD’s residents
Expected to provide housing choices, varied open spaces for
recreation, leisure and congregation
Good connectivity to Triangle via public transit and pedestrian
networks
High rise condominiums and lower density town homes
Proposed major land use
Mixed use residential
Mixed use with retail

25. RESIDENCES DISTRICT
Density and Floor Area Ratio
FAR is 5.4 to 5.8, decreasing towards North Avenue
Designed to have 880,000 in population
Blocks measure around 150x150m

26. TRIANGLE EXCHANGE DISTRICT
Size and Location
62.3 hectares, spanning the North and East triangles
Located at the southwestern point of the Triangle Park
Bounded by EDSA on the southwest, North Avenue on the
northwest, Emporium District on the northeast and East Avenue
on the southeast

27. TRIANGLE EXCHANGE DISTRICT
Accessibility
Kamuning Station
Quezon Avenue Station
North Avenue Station
Land Use and Design
Largest frontage along EDSA
Highest densities in Triangle Park
Best regional link and commuter access
Seen to be most active area
Daytime office and service environment
Dining and recreational center at night
Offices, shopping, recreation, transit-
oriented residential developments are
encouraged

28. Density and Floor Area Ratio
FAR is 12 to 16
Highest around the District Green at 16
Building heights up to 40 storeys
FAR of 14 and 12
Building heights up to 24 storeys
Blocks range approximately 50 meters in depth by 100 meters in
length
TRIANGLE EXCHANGE DISTRICT

29. TRANSIT SUB-DISTRICT
•Because of MRT stations that line the
area
JUNCTION SUB-DISTRICT
•Where North Avenue and Mindanao
Avenue meet
GOVERNMENT CENTER SUB-DISTRICT
•Southernmost tip of Triangle Exchange
•Served by Kamuning MRT Station
•Envisioned to be the access point to national
•and government agencies in the vicinity
SOUTH SUB-DISTRICT/CENTRAL SUB-
DISTRIC T
•Area around the Triangle Exchange
District Green
•Contains regional ground floor uses
E SUB-DISTRICT
•Area served by Quezon Avenue
Station
•Deemed to be the IT hub of the
project due to the IT locators in the
area

35. NHA owned property
•To displace 15, 000
informal settlers
Relocation site:
Montalban &
Rodriquez, Rizal
Source: http://www.gmanetwork.com/news/story/202691/news/nation/planned-qccbd-to-displace-over-15-000-families
http://www.gmanetwork.com/news/story/201693/news/nation/qc-north-triangle-residents-hold-vigil-vs-impending-demolition

37. Vertis North
• Projected completion: 2020
• Joint venture of Ayala Land (72%) and NHA
(28%)
• Value of land: Php70,000/square meter for the
250.6 hectare property
• Total of P65B investment

38. Vertis North
• To produce 200,000 new jobs in life cycle
• 1st phase: To cost P12B
– 7 hectare land area
– Offices, hotels, residential
• Total gross floor area of 220,000 square
meters for BPOs, hotel and retail shops

39. Vertis North
• 1st stage
– TriNoma Mall (2007)
– 1st building in 54.3 hectare land in the Triangle
Exchange

40. Vertis North
• Demolition of following offices:
– Office of the Ombudsman, Sugar Regulatory
Administration compound, National Food
Authority National Office, Mines and Geosciences
Bureau, Protected Areas and Wildlife Bureau,
National Power Corporation, Bureau of Internal
Revenue, National Printing Office, Bangko Sentral
ng Pilipinas, Land Transportation Office and Land
Transport Franchising and Regulatory Board

41. • 45 skyscrapers
• Half to be residential condominiums
• Other half – offices, hotel, retail
• Lifestyle boutique hotel by Ayala: Kukun
Source: http://www.vertisnorthquezoncity.com/

42. Distance from SM North EDSA to
Vertis North
-Average of 2km via car
-20 minute walk

43. FISHER
MALL
ETON CENTRIS
VERTIS NORTH
SM NORTH EDSA

45. P4M worth
of property
P8-20M
worth of
property
No renting for
commercial
space
30-60 sq.m.
90-300 sq.m.
P88,888.89
P71,794.87
COMMERCIAL SPACES

46. TOTAL LAND AREA:
8,971 sqm.
Situated in Vertis North
along EDSA, the new City
Center in Quezon City

47. First residential towers
in the ALI Vertis North
development
Architectural Design:
Modern Contemporary

48. Site Development Plan

49. G/F : Lobbies, Retail Units, 23
Residential Parking
1st Podium Level : 59
Residential Parking Units
2nd Podium Level : 59
Residential Parking Units
3rd Podium Level : 58
Residential Parking Units
Amenity Level, 1st
Residential Level
22 Residential
Levels (534 Units)
TOWER 1
4 Special Units
(Unit 17 of 18th to 21st Floor)

51. 2,430 residents

53. Casual Dining

57. ResidentialOffices (BPOs) Event Hall
Dining, lifestyle &
entertainment
Commercial Center
Commercial Spaces
Property Size: 172222 square feet
Size Range: 2690 - 21527 sq. ft.

58. Eton Cyberpod Centris
• 1st PEZA-registered office building
• Self-sufficient community where people can live, work and play
without having to travel very far
• Comprises 16,000 square meters of office space spread across eight
2,000 square meter floor plates
• Direct link to the Quezon Avenue MRT Station
• Accessible via all forms of public transportation
• Approximately 5-8 minute walk to North Avenue MRT
• 10-15 minute ride to University of the Philippines and Ateneo de
Manila University
• 5 minutes away from SM North EDSA and Trinoma
• BPO locators will be able to take advantage of the vast labor pool in
Quezon City as well as nearby cities (Manila, Pasig and Caloocan)

60.  22-km train line with 14
stations
 San Jose del Monte, Bulacan
to SM North EDSA
 17-km six-lane road from
Marilao to MRT depot in
Tala, Bulacan.
 Will serve an estimated 2M
commuters
Sources:
Inquirer Business http://business.inquirer.net/59671/mrt-7-construction-on-track
InterAksyon http://www.interaksyon.com/business/61111/neda-endorses-mrt-7-project-for-pnoys-approval

61. Proponent: San Miguel Holdings Corp.
Contractor: DM Consunji Inc. and Marubeni Corp.
(Japan)
Concession: Universal LRT Corp.
Cost: $1.23 billion
Partially funded by Japan International
Cooperation Agency (JICA)
Sources:
ABS-CBN News http://www.abs-cbnnews.com/business/01/07/13/dof-smc-agree-changes-mrt-7-concession-
agreement
Inquirer Business http://business.inquirer.net/59671/mrt-7-construction-on-track
Philippine Information Agency http://www.pia.gov.ph/news/index.php?article=2311365931897

62. 42 months for completion, according to DMCI
Spokesman Elery Mendoza
Construction was scheduled to begin in 2010 but
was delayed
As of May 2013, project has been endorsed to the
President by NEDA (National Economic and
Development Authority)
Sources:
InterAksyon http://www.interaksyon.com/business/61111/neda-endorses-mrt-7-project-for-pnoys-approval
http://www.interaksyon.com/business/53840/after-5-years-in-the-back-burner-govt-revives-mrt-7-project
Rappler http://www.rappler.com/business/5421-japan-s-marubeni-to-build-us$1-b-mrt-extension-project

63. SWOT ANALYSIS

64. Envisioned as a CBD
By a renowned developer (Ayala Land)
Mixed use development (offices, retail, hotels)
Has a residential community (both high rise and mid-level)
Government institutions in other districts of Triangle Park
Will have an established and regular market
High foot traffic
Easily accessible from various points
(4 main roads along QC – EDSA, North Ave., Quezon Ave., East Ave.)
Accessible for both pedestrians and those with private cars
Good market attractiveness
Day and night use of leasable stores
Construction of BPO offices

65. Had to relocate informal settlers
Bad PR due to relocation of slums
Delayed ROI due to long term development plan
High investments costs

66. Other rising developments in the vicinity to lead to higher
foot traffic (MRT7, Eton Centris)
Plans of building a school (British school)
Will increase the lifestyle segment to lead to a more rapid
growth for market
Growth in aspirational market amongst Filipinos
Global trending
24 hour food concepts for BPO market

67. Inflation and change in buying power
Possible public demonstrations (slums)
Other development plans by competitors (ie. Eton Centris)
Intense competition within the vicinity among business
players (esp. dining restaurants)

69. SM North EDSA
• Built in 1985
The Block Foreign and international brands
City Center Top local and international brands
The Annex Hip and young
Cyberzone – 4th flr. (Single brand)
-5th flr. (Multibrand)
North Link Health tenants, Admin office, BIR
Interior Zone Home furniture
Skygarden Mostly food tenants
Open until 2am

71. FILIPINO

74. Smokin Hot BBQ
Global Filipino Cuisine
• By The Bistro Group, headed by
Chef Josh Boutwood
• Concept: Recently opened in May,
2013 to serve classic Filipino dishes
infused with global serving styles
and a more classy ambience
• Existing Branch
– 3rd Level, Greenbelt 3, Greenbelt,
Paseo de Roxas cor. Legaspi St., Ayala
Center
Makati, Metro Manila
• Product Mix: All Filipino
• Price Points: P145-250
• Contact Info
– (+63 2) 729-7431 to 32

75. THAI

77. Soi
Eat Thai Love Thai
• Owner
• History/Concept
• Existing Branches
– Lower Level, Food Court, Theatre
Mall, Greenhill's Shopping Center
Ortigas Ave, Greenhill's
– G/F Robinson’s Place Manila,
Adriatico St., Ermita, Manila
– Glorietta 2
– Alabang Town Center
• Product Mix: Thai casual dining
• Price Points: P200-499
• Contact Info
– (+63 2) 695-3919 (Greenshills)
– (02) 523-1189

78. JAPANESE

80. Yomenya Goemon
Japanese Spaghetti House
• Owners: Richmond S. Yang, Luigi
Vera and Robert Epes
• Concept: Pizza and pasta
infused with indigenous
Japanese flavors
• Existing Branch: 2nd Level,
Greenbelt 2, Greenbelt, Paseo
de Roxas cor. Legaspi St., Ayala
Center, Makati
• Product Mix: Japanese fusion
• Price Points: P300-500
• Contact Info
– (63 2) 757-4820
– feedback.yomenyagoemonph@g
mail.com

81. CHINESE

84. Mu Noodle Bar
• Owner: Martin Yu
• Concept: Chinese food with
global cooking styles and
elements
• Existing Branches:
– 197 Wilson St., San Juan, Metro
Manila, PH
– 2/F Glorietta 2, Hotel Dr., Ayala
Center, Makati
• Product Mix: Chinese fusion
cuisine
• Price Points: P200-499
• Contact Info
– (63 917) 807-4057;(63 2) 451-2681
(San Juan)
– (02) 556-8739 (Glorietta)

85. INDIAN/MALAYSIAN/MIDDLE EASTERN

87. Kashmir
• Owner: Indra Mirchandani
• History: Manila's oldest Indian
fine dining restaurant
• Existing Branches
– Festejo Bldg., 816 Arnaiz Ave. (Pasay
Rd), Makati, Metro Manila, PH
– Merchants Center Bldg., Padre Faura
St., Ermita, Manila, Metro Manila, PH
• Product Mix: Indian-Middle
Eastern, Arabian and Malaysian
food
• Price Points: P300-500
• Contact Info
– (63 2) 844-4924 (Pasay Road)
– (63 2) 524-6851; 63 2) 523-1521
(Ermita)

88. ITALIAN

90. Bigoli
• Owner
• History/Concept
• Existing Branch
– 4th Level, TriNoma Mall
EDSA cor. North Ave.
Quezon City, Metro Manila
• Product Mix
• Price Points:
• Contact Info:

91. MEXICAN

93. Baja
Mexican Cantina
• Owners: Art Mendoza,
Cristine Hong
• History/Concept: Original
Mexican baja
• Existing Branch
– 3/F Greenbelt 3, Esperanza St.
cor. West Drive, Ayala Center,
Makati
• Product Mix: Mexican
comfort food
• Price Points: P150-300
• Contact Info
– (02) 756-0127
– (+63 2) 756-0127

94. Thank you!