Alonzo, Nedic Thesis

MAPUA INSTITUTE OF TECHNOLOGY School of Architecture, Industrial Design and the Built Environment Manila, Philippines

A Proposed Integrated Tourist Urban Market Center: Redevelopment of City of San Fernando Public Market in Pampanga Transforming Public Market and its Environmental Systems through Micro and Green Urbanism

A Thesis presented to The Faculty of School of Architecture

In partial fulfillment of the course requirements in Architectural Design 11: Architectural Design Thesis For the degree of Bachelor of Science in Architecture

Submitted by Alonzo F. Nedic On August 2012

A Proposed Integrated Tourist Urban Market Center: Redevelopment of City of San Fernando Public Market in Pampanga Transforming Public Market and its Environmental Systems through Micro and Green Urbanism

Alonzo F. Nedic 2008121506 August 2012

Abstract

The gradual decline of local economic activity in the City of San Fernando, Pampanga is one of the many problems faced by the city. This activity is seen on their public market that has become one of the major trading centers in Central Luzon region before suddenly became unpopular to the public due to common problems and lack of facilities that could attract both locals and foreign nationals.

In accordance with this problem, the author attempts to give the best solutions by investigating the existing public market, conducting interviews, reading various sources, formulating case studies and exploring new concepts and technologies. As the author eye to incorporate tourism as part of the development process then he proposes redevelopment of the existing public market together with tourist facilities such as furniture making unit with exhibition center, eatery plaza and a transportation terminal to revitalize the present condition of the public market. With these facilities, it will provide more job opportunities; preserve their local industries while strengthening their linkages to other economic centers in Central Luzon region.

Acknowledgement

With all humility, I would like to convey my sincere thanks to people behind this another accomplishment in my life,

Thank you, God and Jesus Christ

Thank you, Daddy, Mommy, Sander, Sheena and Sedrick

Thank you, Arch. Junar Tablan, Arch. Aristeo Garcia, Arch. Cristina Miraflor, Arch. Albert Zambrano, Arch. Carlos Sauco, Arch. Perry Sanga and Arch.

Cristina Ealdama

Thank you, Bianca Dinao, Katrina Aterrado, Rob Cruz, Abigail Macatangay, Tim Fajardo, Jodie Lavaro, John Causing, Janice Gamayao, John Manalaysay,

Hannah Albino and Lea Tolentino

Thank you, United Architects of the Philippines Student Auxiliary (UAPSA) – Mapua Chapter and Christian Brotherhood International (CBI) – Mapua

Chapter

Thank You, City of San Fernando, Pampanga officials and to those persons who made a valuable contribution for the betterment of my architectural thesis

CONTENTS 1.0 The Problem

Page

1.1 Background of the Study

1

1.2 Statement of the Problem

3

1.3 Goal, Objectives and Strategies

4

1.4 Significance of the Study

4

1.5 Review of Related Literature 1.6 Conceptual Framework

5 18

1.7 Research Methodology 1.7.1

Oral Investigation

19

1.7.2

Archival Investigation

21

1.7.3

Case Studies

66

1.8 Scope and Limitations of the Study

89

1.9 Definition of Terms

90

2.0 Research Focus

2.1 Rationale

92

2.2 Discussion of principles and relevance to the project

93

2.3 Recommendations for application

97

3.0 Site Identification and Analysis

3.1 Site Analysis

98

3.1.1

Laws and Ordinances Pertaining to the Site

112

3.1.2

Site Development Options

113

4.0 Architectural Design Translation

4.1 Design Program

114

4.1.1

Design Objectives

114

4.1.2

Design Criteria

114

4.1.3

Design Considerations

114

4.1.4

User Analysis

115

4.1.4.1 Primary Users

116

4.1.4.2 Secondary Users

117

4.1.5

Organizational Structure

118

4.1.6

Behavioral Flow

118


119


123

4.1.7

4.1.8

Movement Pattern

126


126


130

Space Programming and Allocation

133

4.1.8.1 Space Programming on Users

133

4.1.8.2 Space Programming on Fixtures and Furniture

139

4.1.8.3 Space Allocation on Site and its Restrictions 4.1.8.3.1 Floor Area Definition per NBC

4.1.9

149 149

4.1.8.3.2 Maximum Allowable Percentage of Site Occupancy

149

4.1.8.3.3 Maximum Allowable Total Gross Floor Area

150

4.1.8.3.4 Building Height Limit Definition per NBC

150

4.1.8.3.5 Parking Computation per NBC

151

Functional Zoning

151

4.1.10 Matrix Diagram 4.1.10.1 Market Hall

151 151

4.1.10.2 Depot

151

4.1.10.3 Terminal

152

4.1.10.4 Administration

152

4.1.11 Circulatory Diagram

152

4.1.11.1 Market Hall

153

4.1.11.2 Depot

153

4.1.11.3 Terminal

153

4.1.11.4 Administration

154

4.1.12 Interrelationship Diagram 4.1.12.1 Macro

154 154

4.1.12.2 Micro Market Hall

155

4.1.12.3 Micro Depot

155

4.1.12.4 Micro Terminal

155

4.1.12.5 Micro Administration

156

4.2 Concept Development 4.2.1 Architectural Concept 4.2.1.1 Design Concept 4.2.1.2 Form Concept

156 156 156 157

4.2.1.2.1 Mangrove Tree

157

4.2.1.2.2 Form Evolution

158

4.2.1.2.3 Color Scheme

158

4.2.2 Structural Concept 4.2.2.1 Mat Foundation 4.2.2.2 Solid Slab Mat Foundation Detail 4.2.2.3 Lift Slab Construction 4.2.2.4 Three Way Truss Grid Space Frame 4.2.3 Utility Concept 4.2.3.1 Water 4.2.3.1.1 Gray Water System 4.2.3.1.2 Drainage System 4.2.3.1.3 Green Roofing 4.2.3.2 Wind 4.2.3.3 Light 4.2.3.4 Innovations 4.2.3.4.1 Waterless Urinals 4.2.3.4.2 Double Skin System 4.2.3.4.3 Green Facade 4.3 Presentation Drawings

158 158 159 159 160 160 160 160 161 162 163 163 164 164 164 165 166

4.3.1

Concept Board

166

4.3.2

Perspectives

167

4.3.2.1 Exterior Perspectives

167

4.3.2.2 Interior Perspectives

168

4.3.3

Site Development Plan

169

4.3.4

Floor Plans

170

4.3.4.1 Ground Floor Plan

170

4.3.4.2 Second Floor Plan

171

4.3.4.3 Third Floor Plan

172

4.3.4.4 Fourth Floor Plan

173

4.3.5

4.3.6

Elevations

174

4.3.5.1 Front Elevation

174

4.3.5.2 Right Elevation

174

Sections

175

4.3.6.1 Longitudinal Section

175

4.3.6.2 Cross Section

175

List of Figures Figure 1. Conceptual Framework Diagram Figure 2. Distribution of Establishments by Size and by Region: 2000 Figure 3. Distribution of Employment by Size and by Region: 2000 Figure 4. Pie Graph on Percentage Distribution of Value of Domestic Trade by Commodity Section: First Quarter 2011 Figure 5. Pie Graph on Percentage Distribution of Value of Domestic Trade by Commodity Section: First Quarter 2010

List of Tables Table 1. Distribution of Establishments by Size and by Industry: 2000 Table 2. Distribution of Employment by Size and by Industry: 2000 Table 3. Employment by Industry Group, Year and Quarter Table 4. Classification of Existing Business Establishment: 2005 Table 5. Area, Location, and Production of Fishpond: 2004 Table 6. Inventory of Livestock and Poultry Farms: 2004 (Swine and Poultry) Table 7. Tourist Expenditures Table 8. Road Data Table 9. Population per Barangay

A PROPOSED INTEGRATED TOURIST URBAN MARKET CENTER: REDEVELOPMENT OF CITY OF SAN FERNANDO PUBLIC MARKET IN PAMPANGA

1.0 THE PROBLEM

Public markets in the Philippines often described as a dingy environment ventilated with foul odor. Consequently, these situations and conditions of

1.1 Background of the Study

public markets lead to the construction of modernized supermarkets and

Public markets in the Philippines historically provide an active public space for

hypermarkets which are fully air conditioned that promotes convenience

trade and commerce. It can be observed that both Filipino producers and

shopping that leads to its rapid popularity. However, public markets still support

consumers participate in the marketing of goods and products locally known as

a pivotal role in promoting public health and local food systems. Many of the

“tawaran”. This transaction scheme makes public market popular throughout

agricultural, fishery and forestry products are delivered into the public market

the country selling varieties of goods and products at very low and affordable

by various traders from different parts of the country.

price.

Pampanga was considered one of the richest and leading providers of market For many years, public markets in the Philippines are thriving to grow urban and

goods and products in the Philippines. Because of its fertile land, they produces

rural economies. It encourages development and keeps money in the local

the best and biggest yield of rice, corn, sugar cane, vegetables, and fruit crops

neighborhood. It also offer low-risk business opportunities for entrepreneurs

while its waters are a prolific source of seafoods and its ample forest area

and feed money back into the rural economy where many traders grow, raise

produces ideal raw materials for building and construction needs. Even Manila

and produce their products on their backyards, farmlands and wetlands.

and surrounding regions were then very much dependent on Pampanga’s

agricultural, fishery, and forestry products.

1


There are public markets in Pampanga that are quite different from other public markets throughout the country. Aside from its primary function as a typical Furthermore, due to its vast indigenous resources of fertile land and waters, Kapampangans is best known for their culinary expertise earning the title as “Culinary Center of the Philippines”. They are proud to exhibit their unique style

and flavor of various Filipino cuisines and delicacies especially on their famous

public market, it also serves as the trading center for both producers and consumers where bulk fresh trades are delivered and sold in an affordable and reasonable amount. The City of San Fernando Public Market pioneered this market category.

pasteurized and processed meat products such as tocino and longaniza and on their special exotic dishes of farm frog and mole cricket. The City of San Fernando Public Market was classified as a public market since it is owned and operated by the city local government intended to extend the service to the general public on their daily needs. Apparently, it became a food In addition, attracting and interesting annual festivals are also celebrated in the

terminal locally known as “bagsakan” after several years where goods and

city such as the Giant Lantern featuring competition on giant lantern making products such as fresh fruits, vegetables, beef, meat, seafoods, poultry and the that also earned them the title as “Christmas Capital of the Philippines”. This

like from other regions and neighboring provinces are also being sold in a

attraction and lantern making serve as a potential not only on their trade and wholesale basis. Today, the City of San Fernando Public Market is in the stage commerce but also to their tourism as it attracts both locals and foreign wherein its physical condition and mercantile image are being deteriorated nationals alongside with the rattan furniture making and water li ly handicrafts. affecting its efficiency and functional relevance which resulted to an unhealthy and unpleasant environment.

2


The proponent aims to answer the following questions: 1. What is the local government presently doing to answer the problems of their public market?

1.2 Statement of the Problem

2. What specific steps can be done to address and alleviate the problems in their public market? The deteriorating condition and its lack of supporting facilities have become the

3. What are the usual and common activities inside and outside their

predicament of the City of San Fernando Public Market. These scenarios lead to a sudden decrease in patronage coming from the public. Moreover, the

public market? 4. What are the factors that could affect the efficiency and capacity of

changing market pattern and interest of the consumers also adds to the situation leaving the public market and the vicinity a sickly environment.

their public market? 5. How could environment nurture the situations and conditions of their public market? 6. What type of environment and facilities could maximize the use of their public market?

The existence of these problems may pose a threat to the sustainability of the City of San Fernando Public Market. Issues that can be addressed are the market

7. How could their public market be transformed to invite also foreign nationals and further cater traders, sellers and consumers giving new

environment, tourism development and livelihood as part of income and

activities and market shopping experience?

employment. 8.

What are the extent needs of their public market that can be answered through architectural interventions?

3


1.3 Goal, Objectives and Strategies The goal is to revitalize the City of San Fernando Public Market that will invite both locals and foreign nationals through architecture.

1.4 Significance of the Study The significance of the study varies from different related aspects. These include

Objectives:

impacts on locals and foreign nationals as part of tourism, on domestic

1.

To provide functional and well designed spaces.

livelihood, economic level and most importantly, its contribution to the

2.

To re establish tourism and promote local industries through tourist

architectural development of public market design not only in the Philippines

oriented facilities.

but also globally. This study will further flourish what public space is all about.

3.

To redesign the existing market in new approach.

Strategies:

Tourism Significance:

The study will benefit locals and foreign nationals by having a tourist oriented

1. Investigating the existing public market.

urban market center. This facility would allow them to know and experience City

2. Conducting interviews with the city local government officials, sellers

of San Fernando’s local industries such as rattan furniture and water lily

and consumers. 3. Reading various sources such as books, magazines and the like.

handicrafts as well as eating different authentic kapampangan cuisines and exotic dishes.

4. Formulate both local and foreign case studies. 5. Exploring applicable solutions including concepts and technologies.

4


Domestic Livelihood Significance:

Architectural Significance:

The study will benefit the domestic livelihood of City of San Fernando,

The study will rejuvenate and empower the thinking of architecture that

Pampanga including other provinces and neighboring cities and municipalities

architectural solutions can uplift the awful situations and conditions of public

by having remuneration on different aspects including agriculture, fishery and

market in the Philippines.

forestry as well as local industries that strengthens local food production and consumption.

1.5 Review of Related Literature

Economic Significance:

The study will benefit the country by bringing life and linking urban and rural economies aiding regeneration.

The Relationship of Public Markets to the Development of Economy and Tourism According to Econsult (2007), “Public markets are unique economic and social

institutions which are increasingly being viewed as tools to achieve a wide variety of goals. These goals include improved access to quality food, better marketing opportunities for family farmers, improving social interaction in

It also encourages social interaction particularly between rural and urban communities stimulating national economic development by increasing employment.

urban neighborhoods, increasing social cohesion, providing employment opportunities to local communities, creating entrepreneurial environment to increase small business formation, and enhancing community economic development.

5


For public markets to provide the benefits discussed above, they first must be

These local economies are large enough to provide many business services to

economically sustainable, and this often requires some form of external

markets and vendors, and also have rural areas with farmers that are essentially

financial support. A key issue in obtaining public and other funding for public

in the same local economy.

markets is whether the markets can demonstrate that they deliver economic benefits to the community. The goal of this analysis is to examine only one of the potential benefits of public markets—their direct and indirect impacts on

By contrast, in large city markets, virtually all of the purchases from producers

local economic activity.

flow outside the local economy. The outflow of funds from local economies from producers, are however, relatively small because, producers generally are much smaller in scale than other vendor types.” (From Estimating the Economic

Market characteristics: First, the market may be selling products that do not

Impact of Public Markets)

directly compete with nearby retail venues, and second, shoppers in some communities might be inclined to travel outside the local community to purchase the same goods.

Public markets are vital in human life. It creates business opportunities to the small traders and entrepreneurs starting their businesses and this opportunity will take effect to the economic growth of the community.

Hence the introduction of the public market could potentially reduce the leakage from the local community. It should be noted that large city markets like Pike Place Market are likely to have economic impacts associated with

In addition, foreign nationals could be essential in attaining this situation and

visitors and tourism that are fundamental export businesses and likely to have

proper utilization of facilities and services for them should be addressed in

significant, additional local economic impacts.

every aspects of the public market.

6


According to Raluca and Gina (2009), “Tourism has grown to be an activity of

worldwide importance and significance. For a number of countries, tourism represents the largest commodity in the international trade, and in many others However, a public market should limit its competencies with other nearby

it ranks among the top three industries, becoming a major social and economic

public markets to balance traders, entrepreneurs and consumers although

force in the world lately.

attracting them is a good sign o f effective marketing strategy.

The leisure in tourism represents the principal method to limit, individualize and Likewise, the existing public market in City o f San Fernando, Pampanga provides

diversify the tourism offer, the firms and tourism destinations. More than that,

not only the needs of their fellow Fernandinos but also to their neighboring city and municipalities giving business opportunities as they constituted the ten to

the leisure determines the increase of the competitive degree, the revenue obtained and the economic efficiency.

twenty percent of stall owners. In addition, neighboring city and municipalities visited the public market due to its food terminal or “bagsakan” status.

As a major component shopping has become one of the most significant leisure activities and the development of this segment stands to stimulate the future of amusement services and their major influence in the tourism industry.

7


As a major component, the tourism services have increased over the years

Leisure is usually described as the free time, o r better said the non-work time. In

representing the fastest growing industry in the world. Regarding the tourism

its large sense, leisure encompasses all those activities that are not work

services, the main component of this are accommodation services, transport

activities. This description is not a fair one, taking into consideration the

services, food and beverage services and leisure services.

important role of leisure in the tourism industry.

The leisure services were always analyzed as supplementary services, but over

Even though the term leisure is considered to be a synonym to the words free

the years the role and importance of these has changed dramatically. At first,

time or recreation, its meaning is more profound including a large variety of

the main components were lodging and food and beverage, later on the leisure

activities. Shopping has become one of the most common activities of leisure

segment has risen in the eyes of the consumers.

and has changed its initial part as a need to survive to a want to enjoy.

So, the development of tourism is determined not only by escaping from routine

The shopping activity can be regarded from to points a view: as a functional

activities, but also by the customers’ need to spend the free time in a pleasure

activity and as leisure activity. As a functional activity, shopping presents the

way. More than that, the leisure services represent a major factor for increasing

following characteristics: high expectation, predictable, meets identified needs,

the competitively degree, a major method to limit, individualize and diversify

time efficient, and target activities.

the tourism offer and to increase the revenues obtained.

8


The leisure shopping encompasses several particularities such as values different, wants novelty, creates wants; consume time, browsing and opportunistic.

Shopping and leisure describe the activity of purchasing goods in an environment that offers different types of leisure facilities – theatres, cinema, bowling alley, etc., usually found in malls, and other venue that incorporates

In other words, the functional shopping is valued because it meets identified

such entertainment opportunities.

needs, but leisure shopping creates want rather than satisfying those needs. The functional shopper has high expectation and prediction based on the shopping center offer, while the leisure shopper is impressed by novelty and different

Shopping as leisure and therefore the leisure shopping that has been underline

merchandise.

previously accentuate the idea of shopping as a recreational, amusement, entertainment pastime and therefore as leisure.

The notion of leisure shopping can sometimes be subjective involving a large variety of concepts such as: shopping for leisure, shopping and leisure and

As the consumers’ ideas and conceptions of buying have evolved it mustn’t

shopping as leisure.

eliminated the necessity of buying for functional purposes only, but to understand and concentrate on the segment of shopping for leisure. It can be neglect the main interest in shopping, but it should be proper analyzed the

The concept of shopping for leisure presents the activity of buying goods that

leisure shopping and its trends by all the actors implicated in the

can be used in the leisure time, perceived here as a free time, as it was

commercialization of goods and services.

mentioned before – books, sporting equipment, and so on.

9


Regarding to the leisure shopping experience it is notable that more and more the shopping activity is connected to the general leisure activities and is

Nowadays and future trends shows that the shopping centers have begun to

perceived together or definitely liked to each other.

include in their offer recreational facilities, and leisure shopping and entertainment interbreeds forming “shoppertainment” phenomena where people visit shopping centers to rather to participate in a recreational activity

A special place in leisure shopping is expressed by the environments. The

than purchase goods and services.

general environment of shopping determines an increase or a decrease of this activity. For instance, the ambience of shopping would include visit to a food court, seen a performance and creates a pleasant shopping environments, for

In conclusion, the leisure shopping has a great benefic influence on the

extending the shopping stay and therefore the shopping enhancement.

consumer and on the store seller, owner, etc. If the shopping is presented as a leisure activity, the consumer, often the tourist perceives a well-being state, a

The various facilities offered by an establishment, as the synergy between

modality to pleasantly occupy the free time in a recreational environment and enjoy him. More and more people chose to interact in leisure activity to reduce

shopping and other recreational activities has a major potential for impulse

stress, to enjoy them and to develop their physical and emotional particularities.

purchasing, influencing the environment of general shopping in a store, hypermarket, mall, etc. Shopping remains one of the most interesting satisfying and stimulating form of leisure that will change the form of future travel and tourism industry.” (From

By extending the retail environment into a broader leisure setting commercial

THE IMPACT OF SHOPPING TOURISM ON THE FUTURE OF LEISURE SERVICES)

establishments are able to draw in more people and keep them for longer periods of time, influencing higher expenditures.

10


Impacts on Trade and Commerce of Agricultural Markets

According to Orden, Torero and Gulati (2004), “The world development report Tourism is one of the important factors to the development and success of a elaborated by the World Bank (1994) defines infrastructure in a concise manner, structure as it gives vitality to its environment and generates income. One form making reference to long-life engineering structures, equipment and facilities, to attract foreign nationals and even locals is the integration of leisure to the and also the services that are derived from and utilized in production and in shopping experience. By adding leisure, people would tend to stay longer and final household consumption. Other authors, like Ahmed and Donovan (1992), have the chance to participate in leisure activities as part of their shopping. refute this type of infrastructure definition, indicating that the concept has evolved since the early work of Arthur Lewis and Albert Hirschman towards a more comprehensive definition that includes a wider range of public services The City of San Fernando, Pampanga Public Market may be lack of this concept. that facilitate production and trade. As people change their lifestyle over the decades the concept to make them stay was lost as people move towards modernized supermarkets and hypermarkets. It can be observed that supermarkets and hypermarkets are

Authors such as Fosu et al. (1995), reflecting this broader definition, distinguish

usually built in a shopping mall or at least near shopping malls, this is because up to 11 components of agricultural infrastructure: irrigation and public access people are invited to stay longer within the area for these commercial to water; means of transportation; storage services; commercial infrastructure; establishments will generate income and make their consumers happy with the processing infrastructure; public services; agricultural research and extension leisure shopping experience as foreign nationals and even locals much prefer

services; communication and information services; land conservation services;

nowadays. credit and financial institutions; and, finally, health and education services.

11


This listing makes reference to “rural infrastructure” before “agricultural

infrastructure,” thus, as Fosu et al. state, the conjunction of infrastructure

With emergence of modern agricultural production processes, and with the shift

services includes items that not only facilitate the development of agricultural

in international trade toward higher-value products, these regulatory measures

activities, but also rural activities and sometimes even urban activities.

and standards have assumed greater importance.

A similar classification of agricultural infrastructure developed earlier by

Moreover, within the growing high-value markets, consumers are increasingly

Wharton (1967), which we adopt, identifies three categories: one that is capital

expressing preferences about the process by which their food is produced, and

intensive (like roads, bridges and dyers); one that is capital extensive (principally

are demanding verification of such claims. These phenomena are not restricted

extension services or vegetable and animal sanitation services); and the

to wealthy countries, as the rise in supermarkets and introduction of their

institutional infrastructure (that consists of formal and informal institutions).

supply-chain management systems for domestic markets within developing countries (discussed above) demonstrates.

Regulations and standards related to food safety and quality are a dimension of the international markets for agricultural and food products that has come to

But increased regulation is posing new challenges to developing countries in

bear increasingly on poor farmers in developing countries. Controls on the

international markets, just as the growing high-value demands are creating

spread of animal and plant pests and diseases, and grades, standards and other

potential new income streams for those agricultural producers who can meet

quality criteria, have always impacted on international trade in bulk agricultural

the emerging demands.

products.

12


Once viewed as “niche” markets, process-based agricultural production has

According to Barrett and Mutambatsere (2005), “The history of agricultural

become big business and an opportunity for poor countries.” (From Agricultural

markets in developing countries reflects attempts to establish the appropriate

Markets and the Rural Poor)

government responses to the inefficiencies created by incomplete institutional and

physical

infrastructure

and

imperfect

competition.

Government

intervention in the 1960s and 1970s to resolve market failures gave way in the Agricultural products are being delivered and sold to the market. With these

1980s to market-oriented liberalization to ‘get prices right’ and, more recently,

million tons of goods and products, it draws the attention for constructing an

to ‘get institutions right’. But markets openness may accentuate the latent

infrastructure that is efficient and could cater agricultural goods and products

dualism of a modern, efficient marketing sector, accessible only to those with

that leads to existence of different market categories such as public market,

adequate scale and capital, alongside a traditional, inefficient marketing channel

private market, food terminal, satellite market, wet market, dry market even

to which the poor are effectively restricted.

modernized supermarket and hypermarket. This only shows that market is one of the basic structures in a community feeding every household and supporting lives.

Similarly, well-functioning markets underpin important opportunities at the micro level for welfare improvements that aggregate into sustainable macrolevel growth. For example, without good access to distant markets that can

The public market in city of San Fernando, Pampanga although exists, problems

absorb excess local supply, the adoption of more productive agricultural

occurring should be address and eradicate that may include its physical, social

technologies typically leads to a drop in farm-gate product prices, erasing all or

and environmental contexts. If it is resolved, further efficiency and capacity to

many of the gains to producers from technological change.

cater and serve the community is still an achievable one.

13


Thereby dampening incentives for farmers to adopt new technologies that can stimulate economic growth.

Agricultural markets play a crucial role in the process of economic development. Yet, by virtue of the spatial dispersion of producers and consumers, the temporal lags between input application and harvest, the variable perishability

The micro-level realities of agricultural markets in much of the developing

and storability of commodities, and the political sensitivity of basic food staples,

world, however, include poor communications and transport infrastructure,

agricultural markets are prone to high transactions costs, significant risks and

limited rule of law, and restricted access to commercial finance, all of which

frequent government interference. The relative power of developing country

make markets function much less effectively than textbook models typically

governments and private domestic or multinational firms in agricultural markets

assume.

has varied over time. But the fundamental functions of input and output distribution, post-harvest processing and storage, as well as the persistent

The history of agricultural markets in developing countries reflects evolving

challenges of liquidity constraints, contract enforcement and imperfect information; have characterized agricultural markets in developing countries

thinking on the appropriate role for government in trying to address the

under all forms of organization.” (From Agricultural Markets in Developing

inefficiencies created by incomplete institutional and physical infrastructure and

Countries)

imperfect competition. The emphasis in the 1960s and 1970s on government intervention to resolve market failures gave way in the 1980s to marketoriented liberalization to ‘get prices right’ and, more recently, to a focus on

It further discusses the relationship of agriculture to the public market.

‘getting institutions right’.

14


Approach on Sustainable Design

Agricultural goods and products are being delivered and sold to the public

According to Gregory (2011), “Innovations are occurring around the country to

market for traders and entrepreneurs will generate income while providing

promote walkable, compact, complete, and connected mixed-use districts,

consumers daily needs. Public markets also noted to be accessible enough from

campuses, and neighborhoods that are linked to mass transit. Such districts can

agricultural sources to eliminate price increase on goods and products when it is

forward deep green and social goals. In the early days of the green building

delivered to the public market. In addition, public markets should also be well

movement, the thinking was often focused around reducing the environmental

constructed and offer good competition with other public markets or even with

footprint (energy, water, or materials) of an individual structure while

modernized supermarkets and hypermarkets.

minimizing toxins that would degrade human health. The design effort centered around the building as an individual object. Considerations of off-site issues were certainly integrated into the thinking, but in fact, social, economic,

We cannot dictate the location of the public market although this thought is advisable before constructing a public market. A well planned public market will

location, and transportation implications were often overlooked. That movement transformed design at the building scale to improve environmental

benefit not only the traders and entrepreneurs on their expenses but also the

performance and human well-being. This has become a standard in the industry

whole community. When it is fully established providing better goods, products

and is moving increasingly to becoming a code requirement.

and services in good governance, competition with other markets is ideal. It will not only allow all markets to perform their marketing strategies but will also balance the consumers so that production of goods and products are maintain

However, we must look beyond individual buildings to reach our broader

and well distributed.

societal goals while optimizing human well-being, costs, and resources.

15


Moving beyond the building scale to create efficient, walkable, mixed-use

On a more detailed level, these categories include storm water management,

districts linked by low-carbon mass transportation is fundamental. A district,

local food production, neighborhood schools, housing and jobs proximity, and

campus, or neighborhood is also an important unit of identity and community.

compact development. This type of systems-level integrated thinking about

Broader civic goals around economic development, public health, and

projects leads to more holistic, deeper green solutions.

knowledge can be imbued at this scale.

To achieve the next level of sustainability, it will be important to focus on that Integrated systems thinking and action beyond water and energy can also build

scale while continuing to innovate at the building level. As with any effort

robust community collaboration and expand to areas of economic development

involving sustainability, integrated thinking, clear metrics, common values, and

and human well-being.

a shared vision will be instrumental in achieving success.” (From Green Buildings to Green Neighborhoods)

Innovative districts, campuses, and neighborhoods can work within a local watershed to use, reuse, and deliver clean water back to the ecosystem,

Sustainability is one of the issues and trends that draw the attention of every

maximize efficiency of energy through renewable strategies, or extract energy

individual. Due to climate change, methods of construction are also affected.

from biomass and waste heat.

Architects and engineers conceptualized better construction techniques and methodologies. In this case, public markets are also encouraged to be sustainably design. This would allow public market to have sort of freshness and

The growth of district-level strategies is evidenced by the evolution of

healthy environment.

sustainability metric systems extending beyond the building, one example being the Sustainable Sites Initiative. 16


The public market in city of San Fernando, Pampanga is lack of this concept.

Designing major renovations and retrofits for existing buildings to include

That is why common problems on sanitation, ventilation and circulation exist in

sustainability initiatives reduces operation costs and environmental impacts and

the public market. To eliminate these common problems one answer is the

can increase building resiliency.

sustainability concept. This would help not only human well - being but also on costs and preservation of natural resources. Recent answers to this challenge call for an integrated, synergistic approach that considers all phases of the facility life cycle. This approach, often called According to WBDG (2010), “Building construction and operation have extensive

”sustainable design”, supports an increased commitment to environmental

direct and indirect impacts on the environment. Buildings use resources such as

stewardship and conservation and results in an optimal balance of cost,

energy, water and raw materials, general waste (occupant, construction and demolition) and emit potentially harmful atmospheric emissions. Building

environmental, societal and human benefits while meeting the mission and function of the intended facility or infrastructure.

owners, designers and builders face a unique challenge to meet demands for new and renovated facilities that are accessible, secure, healthy and productive while minimizing their impact on the environment.

The main objectives of sustainable design are to avoid resource depletion of energy, water, and raw materials; prevent environmental degradation caused by facilities and infrastructure throughout their life cycle; and create built

Considering the current economic challenges, retrofitting an existing building

environments that are livable, comfortable, safe and productive.” (From

can be more cost effective than building a new facility.

Sustainable)

17


The sustainability concept is a wide and complex in its form. It ranges from different aspects affecting several fields. However, sustainably designed building is a better building in this generation. This would help not only to lasts the structure itself but also to preserve the natural resources which all living

A process was created to guide the proponent to the proposed project. It begins

creatures benefit.

with determining the problem and its considerable factors that through

1.6 Conceptual Framework

research, investigation and case studies relevant information will be collected. This information will lead to data analysis through deep interpretation and assumption. A concept will then exist that will be enhance by architectural solutions and the site that will be bounded by various horizons concluding to the proposed project.

1.7 Research Methodology The system of inquiry used by the proponent is positivism. This is done through collection of relevant information to clarify the study. The strategy is qualitative to gather significant data about the public market regarding its present situations, conditions and future endeavors that is supplemented from government documents. The tactics are observation, interviews, collection of data from secondary sources, photo documentation and case studies.

18


1.7.1

Oral Investigation

Moreover, as time goes by, a sudden change was experienced by the public market. Engr. Limbitco strengthens the point that it could be the accessibility

Series of interviews were conducted to gather relevant information regarding and for the development of the proposed project from various Fernandinos in the City of San Fernando, Pampanga. This includes the participation of city local government officials from the City Planning and Development Coordinator’s

and the flood condition of the City of San Fernando Public Market site that drawn the occurrence of problem. In addition, the construction of SM Pampanga and Robinson Star mills in North Luzon Expressway (NLEX) worsen the situation.

Office (CPDCO), the City Economic and Enterprise Division (CEED), the City Assessor’s Office (CAO), the City Agriculture, Veterinary, Environment and

Natural Resources Office (CAVENRO) and the City Environment and Natural

Furthermore, Engr. Limbitco told that the development of public market could

Resources Office (CENRO). be finance through Treasury bond, Build Operate Transfer (BOT), and loan on commercial bank or totally outsource. According to Engr. Fernando Limbitco, the City Planning and Development Coordinator, the City of San Fernando Public Market in Brgy. Del Pilar was constructed in between 1970’s to 80’s in a 3.7 hectares of donated parcel land

to extend the market service of the Old Public Market that is only half an hectare in size, that loss the capability to cater the growing numbers of

Ms. Mila of CEED told awful conditions in the City of San Fernando Public Market such as stealing, flooding and inconvenient facilities. In addition, the public market is apart from the old city district where there is little public transportation that traverses to the site.

entrepreneurs and consumers during that time.

19


Furthermore, she stated that the public market has three sections known as Camarin A for fruits and vegetables, Camarin B for groceries and eateries and Camarin C for wet section. Camarin A usually open starting six in the evening while Camarin B and C starts from 12 midnight and all Camarin are closed before 11 in the morning.

Summary on Findings and Analysis

The different city departments had shared their thoughts about the City of San Fernando Public Market. It is confirmed that the public market is not totally new as it is constructed 30 to 40 years ago. This duration of time post severe

Engr. Francisco of CAVENRO stated that the City of San Fernando Public Market deterioration not only to the facilities but also to the whole structure itself. is lack of cold storage facilities for agricultural products mainly vegetables. He Since the site of the public market is donated, the call to construct the extension also added the potential of their agricultural products such as sugarcane to be of the Old Public Market before was achievable. Thus, it could be interpreted extracted for vinegar making, green leafy vegetables such as lettuce, mustard and pechay and fish known as pangasius to the tourism development of their

that the construction of the City of San Fernando Public Market does not undergo better analysis that is proven by several years as people leave the

city in the near future. public market and rather stay in the Old Public Market. The same activity that the Old Public Market offered suddenly left to a food terminal or “bagsakan” that only become income generating from midnight until morning. According to Ms. Adelaida Zapata, the OIC of CENRO large scale of solid biodegradable waste from public market was delivered to the composting center converting it into fertilizer as part of city income while non biodegradable materials are sent to the biosphere in Barangay Lara.

20


According to a concern citizen, if there are 1 million people before in the old city

1.7.2

Archival Investigation

district where two public markets are situated, it diminished into 100,000 people who stayed to shop in the public market while the remaining huge numbers of people move to the new shopping destination, the SM Pampanga

According to the IMPLEMENTING RULES AND REGULATIONS TO GOVERN THE

and Robinson Star mills. However, this sudden turnover of people cannot be

PROCESSING OF APPLICATION FOR LOCATIONAL CLEARANCE OF MARKETS AS

maliciously pointed to the two giants. Therefore, it could be interpreted that these could be part of the changing market pattern and interest of the consumers. This could also be the time to analyze and re evaluates the City of San Fernando Public Market.

AMENDED by the HLURB they defined Market as a general term referring to a

public place, building or structure where commodities such as foodstuffs, wares and other merchandise may be bought or sold. I t includes any of the following: 1. Public Market - a market owned, operated and/or managed by the government intended to serve the general public.

The stealing, flooding, the inconvenience and lack of facilities and the availability of public transportation become the factors why consumers loss

2. Private Market - a market owned, operated and/or managed by private individuals or entities, cooperatives, institution or corporation.

their interests to the public market or reason why they “pinagtitiyagaan” the

public market due to its low price of goods and products.

21


3. Food Terminal - a market where products such as seafoods, fruits, vegetables and other food merchandise are being sold on a wholesale basis In addition, according to PPS Organization, there are many kinds of Public (e.g. fish landing, trading posts, " bagsakan", "consignacion"). Markets: 4. Satellite Market/Talipapa - a type of market with less than 150 stalls that

1. Open Air Markets - it is temporary, operating one or a few times a week.

cater to a limited number of customers. 2. Covered Markets – it is sheds or flexible indoor space, including winter 5. Supermarket - a market distinct from a wet or dry market and larger than a

markets- a trend that is growing in the northeast.

grocery in which shoppers serve themselves by using baskets or pushcarts in selecting commodities from shelves or cold display storage and pay their purchase at the exit.

3. Market Hall – it is indoor building with permanent stalls for vendors.

4. Market districts – it is multi acre hubs of market-related activity including an 6. Wet Market - a market where most of the commodities for sale are readily perishable foods.

indoor market, mix of wholesale and retail usually- usually lots of food related businesses, such as restaurants.

7. Dry Market - a market where most of the merchandise displayed for sale is dry goods.

22


It provides a basis for developing a new market to replace an existing market or

This guide attempts to demonstrate the clear linkages between agricultural and

for rehabilitating an existing one. The key issues that need to be considered in

urban development policies, market-infrastructure planning, economic viability,

deciding whether to proceed wi th a market infrastructure investment are:

market management and the role of the various involved parties.



What type and size of market facilities are needed and where should they

The guide has two main areas of concern, which are:

be located? 

What technical, financial and institutional factors need to be considered and





What planning horizon should be used for forecasting?



Who should be involved in the design process (such as market users, farmers and traders)?



What is needed to brief a team of technical specialists and consultants in

The rural context - which is primarily concerned with the infrastructure needs of producers for the assembly and marketing of surplus produce to

what preliminary work is needed on which to make informed decisions?

urban areas and, sometimes, for export; and 

The urban context - which is concerned with the wholesale and retail distribution of food products to consumers within an urban area and with further distribution to other urban areas and for export.

preparing surveys and pre-feasibility and feasibility studies and detailed designs for the investment?

23


Agricultural produce is normally channeled through the following types of market: a) Rural Primary Markets: In rural markets, trade is characterized by direct sales In order to make any effective interventions in a marketing system it is necessary to define the types of marketing channels, their linkages and functions. The linkage between rural and urban areas is normally provided by a network of market i ntermediaries, including:



Farmers selling directly in the market (more common in rural markets);



Petty traders and assemblers;



Wholesalers (and semi-wholesalers);



Commission agents, sometimes acting as auctioneers, and brokers;



Transporters and transport agents; and



Retailers.

of small quantities of produce by producers to village traders and by sales by retailers to rural consumers. Rural markets form part of a trade network and are normally arranged on a periodic basis on specific weekdays, and are commonly organized at a central place in a village or district centre or beside the village’s access road. In some instances, provincial and district-level markets also serve this function, as well as providing an assembly function (i.e. assembling produce in larger quantities for onward sale to outside buyers).

b) Assembly Markets: Larger rural markets are found where greater quantities of produce are traded, either by the producers themselves or by traders. These “assembly” markets (often combined with local rural markets), are normally

situated on main highways, or near to ferries and other local transport nodes. Produce is predominantly bought by traders or collection agents on their own behalf or on behalf o f urban wholesalers.

24


e) Other Marketing Channels: Channels other than markets often exist, particularly in the case of horticultural produce. These include on-farm sales, where collectors purchase the produce (usually under contracts between the producers and distributors) and arrange transport to wholesale outlets, packing houses or supermarkets. The extent to which this is done depends primarily on c) Wholesale Markets: Terminal wholesale and semi-wholesale markets are

the general state of development of the economy and the demands of

located within or near major cities (usually with populations exceeding 0.5

consumers.

million). These markets may be supplied by purchasing or assembly centers in the rural areas or directly from farms, either by traders or by large farmers. The pressures for change derive from two sources: internal factors from within the food marketing system and external factors. d) Retail Markets: These are markets directly serving consumers and are found in main urban areas, such as provincial, town and city centers. Although primarily retail, they may have some semi-wholesale functions, particularly if they allow farmers to trade. In that case, they are often called farmers’ markets.

a) Internal factors: Changes occur due to the changing organizational structure of commerce:



Increasing volumes of produce to be handled;



Alterations to commercial practices and trading patterns, such as the private sector taking over markets from state-operated distribution systems, or the expanding influence of supermarkets;



The emergence of professional specialized wholesalers.

25


b) External factors: The main external causes for change are demographic

Changes can also be precipitated by new legislation and greater public

factors, including:

awareness:



An overall increase in population of a city as a result of migration and



New town planning controls and zoning regulations;

natural growth, overwhelming the existing market capacity and the road



New environmental impact and energy conservation controls; and

system;



Increasing consumer-protection laws, including new public health, food



Population shifts within cities and moves to the suburbs; and



Changes in the location and nature of workplaces.

quality and safety regulations.

Assembly and Wholesale Markets Changing transportation patterns will have a significant impact through: The primary function of all markets is to facilitate the movement of produce 

Increased traffic growth and resulting congestion;

between producers and consumers. The assembly and wholesaling of produce



Shifts in transport mode (i.e. the proportion of different types of vehicles);

often occurs most efficiently within the framework of a developed wholesale

and

market system. This system will also assist in price formation for domestic

Changes in the capacity and size of delivery and distribution trucks.

produce. However, when economies are developing or being liberalized it may



take some time for wholesalers to emerge.

26


Retail Markets Where the marketing system is not organized, with a formal wholesale market,

Municipal authorities are also involved with the provision of low-cost retail

wholesaling premises tend to be scattered throughout cities. This is neither

facilities

convenient for producers delivering produce, nor for retailers, although such

organizational structures for managing these are often not very satisfactory,

wholesalers (or semi-wholesalers) do provide a helpful service for small

resulting in the markets being poorly maintained. A frequent complaint

retailers, when they deliver produce directly to them.

concerns high rental values for stalls, which may drive the traders out of the

such

as

covered

markets

and

street

markets. Appropriate

market onto the street. Some markets are leased to single entities or franchises, which might lead to a distorted rental structure and may be counter-productive However, the existence of such a dispersed pattern tends to lead to imperfect

to the long-term development of retail markets.

market price formation. A similar situation may also emerge when an already established assembly or wholesale market has outgrown its site and additional markets are established or where the urban areas have expanded so rapidly

Establishment of new retail markets and upgrading of existing market areas

that the central market facilities cannot effectively function. Although the

requires that a positive programme is adopted so that they can be properly

development of integrated marketing of produce through supermarket chains is

integrated with development proposals for cities and towns, including any new

emerging in many countries, in the medium-term it is likely that wholesaling will

wholesale markets. Improvements might include the provision of redesigned

continue to be important. Wholesale markets still account for 50-80 per cent of

stalls for vendors, improved water supplies, better street surfacing and

the overall trade in fresh produce in most developing countries.

drainage, and the provision of f acilities for the daily collection of solid waste.

27


Rural Markets Similar conditions to those which occur with retail markets apply to rural



primary markets, but usually with a lower value and volume of produce and, therefore, with less potential for generating revenues for improving services and infrastructure. The improvement of rural markets is often combined with

The lack of a planning strategy for new or relocated markets, including land availability; and



The misuse of markets to provide municipal revenues, at the expense of promoting the horticultural and agricultural sectors.

programmes for general upgrading of post-harvest handling facilities or for access road improvements. The main justification for infrastructure development is to provide a suitable environment for more effective marketing. To understand this process, the SUMMARY OF TYPICAL MARKETING PROBLEMS

marketing development needs to be placed within an overall policy framework. Typical marketing policies and means to achieve them, that could have an



A lack of understanding (and data) on the location and role of major crop

impact on a development project include:

producing areas and the extent of internal, export and import trade flows; 

Difficulties in defining marketing channels, when formal wholesalers hardly exist;



Unclear marketing policy and i nstitutional arrangements;



A lack of understanding of the changes occurring in the pattern of food



Liberalizing of agricultural marketing and removal of price control, thus increasing the type and number of market intermediaries;

distribution; 

Crowded conditions in existing markets in which wholesale, retail and transport functions are often combined; 28




Encouraging farmers’ groups and cooperatives in producing and marketing higher value crops;



Upgrading rural markets to reduce post-harvest losses and to improve handling;



Improving access to market facilities by: 

Increasing the density of rural markets so that the average distance of farmers to market facilities is reduced;



A fundamental step in understanding a marketing system is to know what produce is being traded, where it is coming from and when are the peak times that it will reach the market. For smaller rural and urban retail markets this information may be possible to obtain by undertaking a simple interview survey in the existing markets.

Facilitating construction of a network of wholesale markets, possibly in collaboration with the private sector;



Encouraging the export of vegetables and fruits;

However, for larger rural assembly markets and urban wholesale markets a



Establishing an effective market information service to promote trading;

more comprehensive approach will be needed. To do this it is necessary to



Improving urban nutritional standards by increasing the availability of

define the cropping patterns and cropping calendar for the main production

fresh produce in urban areas;

areas serving the markets.



Enhancing the revenue-earning base of local government; and



Enhancing the capacity of communities and small-scale entrepreneurs to operate and maintain infrastructure.

29


Physical problems:

The main elements or functions to be included in a market project should be self-evident. However, it is very easy to include too much in a programme



Poor site location and road access. This is often the main issue. It becomes

without realizing the consequences of this. It is necessary, therefore, to:

difficult to resolve where there are planned road improvements that would provide access advantages, but have not yet been carried out; 





Insufficient sales space, particularly of temporary spaces at peak periods

Identify the demand for the project facilities and their relationship to existing infrastructure.

and during peak seasons, leading to produce being sold in the open, with



Identify what standards are required to be adopted; and

consequent spoilage;



Identify who the likely participants are and how will they be involved? Thus,

The presence of poorly designed and constructed sheds, making the

the main actors in the market development and their particular

marketing process inefficient and inhibiting customer flow;

requirements will need to be defined.



A general lack of building and facilities maintenance;



Insufficient circulation space and traffic management measures, leading to vehicular and pedestrian congestion;



Lack of parking provision and areas for unloading;



Poor condition of roads and paving;



Inadequate drainage and severe flooding problems, leading to produce losses and potential health problems;



Inadequate site security and overnight storage facilities; and



Inadequate hygienic provision for meat, poultry and fish handling, including a lack of refrigeration facilities.

The physical organization of new markets (and restructuring of existing markets) would need to take into consideration all the relevant technical and institutional factors, including:



The suitability of the market’s location (present or proposed) and its future expansion needs (whether it would be possible to easily expand in the future);



The organization of incoming and outgoing traffic;

30




The designation of suitable locations in the markets for the sale of each crop



and the designation of a specific time for commencement of the sale, whereby the buyers and sellers can organize more efficiently the use of

produce (e.g. pickups, trucks, animal carts, buses, motor bikes, cycles) 

their time; 

Specific environmental requirements, such as fresh/clean water and cooling facilities for meat or fish;

The conditions of licenses and leases issued to the traders, which will



determine the characteristics of those transacting in the market; and 

The type of pedestrian and vehicular traffic delivering and collecting

The method of operation and the types of equipment which will be required; and

The existence of regulations and laws for standardizing the packaging used for

a

specific

variety

of

fruits

and

vegetables

and

prohibiting

misrepresentation in the packaging.

The market’s activities may need to be supported by the following marketing

services and facilities:

To develop the design brief it will be necessary to define the specific factors



might include:

Storage units, both cold storage and regular ambient storage, ripening chambers and ice plants;

which will govern the layout, relationships and priorities of the market. These 

Grading facilities for specific qualities of produce (although this should preferably be undertaken at farm level);



The number of traders and the size o f trading units;



Facilities for washing (cleaning) of fruits and vegetables;



Effective methods for protection of produce from climatic factors, such as



Facilities for the sale of packaging materials;

rain, wind, and dust. This could be in the form of permanent structures or



Communications facilities (telephones, facsimile, etc.);

temporary facilities (such as the “umbrellas”often used in retail markets);



Market information service facilities; and



Banking, catering and other facilities for farmers and traders.

31


Market infrastructure is influenced by many factors, the most fundamental of which is the size and use of selling space and its relationship to traffic circulation and parking. Occasional Markets: Markets have always been transit points - the traditional periodic markets or country fairs (including livestock markets) being the most There are four main factors relating to food supply and distribution which may

obvious examples. In the case of occasional markets, the sites are only

ultimately influence market planning and infrastructure provision:

temporarily used. Their most important feature is not that they provide specific infrastructure for marketing, but that they take place on the same day of the



Increased food crop production, leading to surpluses being available for sale and to a greater demand for marketing facilities in rural areas;



Loss of agricultural land and kitchen gardens through urbanization, both within and on the edge of urban areas, necessitating supplies from more distant sources;



week or season, or once a year. These occasional markets are often abandoned over time or relocated to new, more appropriate, locations. As land use becomes increasingly constrained by land-value increases and the introduction of land-use zoning and planning systems, it is necessary to specifically set aside land for market development and to provide specialized infrastructure.

Pressures caused by traffic growth and related congestion, requiring suitable sites to be found for locating new wholesale and retail markets; and



Changes in consumption habits creating the need for new cold storage facilities and food processing industries.

32


Changing Shopping Patterns - Shopping Malls and Supermarkets: Recent decades have seen an evolution of the shopping centre from the corner and roadside “strip” shops to the mega-malls of the USA and some Western

European countries (such as the hypermarkets of France). These facilities often combine one-stop retail shopping with entertainment facilities. In some cases the development of supermarkets may completely replace the traditional

The key feature of market design has become the ease of circulation, parking

neighborhood shops and retail markets. In parallel will be the decline of the

and maneuvering of vehicles. For example, where the practice is to use larger

wholesale markets serving the older retail suppliers.

trucks, the incorporation in the design of loading bays becomes essential. How they are designed (raised or at grade) will depend on how the produce is handled within the market (mechanically or manually).

Impact on Location and Market Layout: The dominance of the truck has meant that there has been a tendency to design (and redesign) market structures to provide adequate parking and to facilitate an uninterrupted flow of goods. This

In preparing a development it is likely that two basic situations will need to be

has led to a demand for larger sites, resulting in a tendency to decentralize

considered:

facilities to the outskirts of cities where space is available at a lower cost. With markets, this change of emphasis away from the structure of the buildings, to the flow of produce, has resulted in the development of new design characteristics.

33


Facilities at a new location Facilities at existing sites



The complete or partial replacement of existing facilities (which may create problems of continuing the operation of a market during the demolition and



The construction of new market facilities (at a “green field” site); or



The conversion and adaptation of existing facilities (for example where an existing central food distribution warehouse or other building is converted into a market).

construction works); 

The extension or alteration of the existing facilities (which may allow the continuing operation of the market, but might involve too many design and Providing new market facilities creates a number of design problems. A major

management compromises); and 

The introduction of an operational technique such as

“facilities

consideration will be the potential resistance by traders to change and to moving to a new location. Other issues may also need to be resolved, including:

management”, which is a system that monitors the use of services to ensure that spaces are utilized as effectively and economically as possible to create

an acceptable internal and external environment. This technique may be an alternative to the creation of new facilities or may be implemented in addition to other measures.

(i) the potential competition between markets and other distribution channels; (ii) the possibility of constructing facilities that are too large; (iii) the type of institutional controls that will be appropriate for the new location; and (iv) the issue of long-term viability of the market related to city and hinterland size. This is particularly relevant with new wholesale markets and in a city with a population of less than half a million a wholesale market is unlikely to be viable.

34


Planning and Design Alternatives: Usually the basic design approach is not

The choice of location of any market is a key decision, particularly for urban

immediately obvious and a project may need to consider several alternatives

wholesale markets. The question of location is closely bound up with that of

and to evaluate which one is preferable. The choice between modifying an

transport, as markets are essentially only transit stops. Transportation changes

existing facility or constructing a new one should not be based on expediency or

and evolving road networks will significantly influence whether it is still viable

ill-informed decisions. It is necessary to approach the problem by thinking

for a market to remain in its present location or whether a new site should be

clearly about what the facility has to do in order to offer solutions which would

sought. The types of transport changes which will have an impact are:

function at the lowest cost and with the simplest form. The development of the options should also take account of possible socioeconomic changes and any



options are likely to be available and there is unlikely to be one correct solution.

The privatization of transport facilities (as in former centrally planned economies);

potential environmental impact (such as pollution and noise impact). Many 

Increased availability of different types of transport, such as animal carts being replaced with small motorized vehicles or trucks replacing small pickups;



However, in choosing options, care is necessary to ensure that there is no over-

such as the construction of a ring road or a new interurban road which

design of physical facilities. The facilities will have a limited life span (say 25 years) and will inevitably be subject to frequent change.

Changes caused by the relocation of a bus station or by road improvements,

brings produce from an entirely new direction; and 

A trend for transport facilities to be used as “mobile” markets -including display in the open and with direct selling from the truck’s parkingspace.

35


The preferred location for markets is one with good access to a main road system and with compatible adjacent land uses (such as catering and agribusiness industries). Urban retail markets must be convenient for customers, preferably within walking distance of lower-income housing areas. These location requirements will need to be balanced against other factors such as the suitability of the site in terms of its cost, present ownership, size,

Altering the road pattern to work on the basis of a one-way system and extending or changing market trading hours may solve the problem, but this will not help if the parking of vehicles inside the market is uncontrolled and there is a lack of traffic management.

suitability for construction and availability of services. Optimum site locations will reduce the financial costs of transportation for both sellers and buyers, lowering margins, and ultimately decreasing the costs to consumers. In addition,

Market operations are influenced by management methods and by the physical

the reduced costs also have an economic and environmental impact in creating

lay-out. They need to achieve:

the opportunity for energy savings and for reducing potential air and noise pollution.



An unobstructed traffic circulation pattern and effective parking control with adequate parking facilities being provided;



Maximum possibility for interaction between the market users leading to the possibility of optimum price fo rmation;

Congestion is often the main factor influencing the need for market 

Provision and full utilization of support facilities;



Adequate arrangements for display and sale of produce to maintain

improvements. Problems often occur where access is limited to only one operating entry and exit and where the market authority uses the gate to

produce quality; and

control entry in order to maximize revenues. If the lead-in length of the internal 

Efficient produce handling (such as by pallets and forklifts).

access road is also very short and the parking of vehicles is not rigorously controlled, congestion is inevitable.

36


Desirable environmental and social impact of a market project

Component Land

Environmental impact No loss of natural habitat

Socio-economic impact Limited land acquisition

No land-use conflicts

No land ownership conflicts

General amenity gain

Limited loss of existing property

No additional soil pollution Labor

None

Benefits local construction industry Use of local labor not requiring additional accommodation

Health

Improved hydrological and Improvement to sanitation system drainage conditions Reduced health hazards Public health benefits Reduction transmission Reduced contamination

in

Waste collection

No hazardous waste

Improved solid-waste

Limited construction waste

No additional disposal quantities

Construction Use of renewable resources Use of local materials Energy

Marginal resource depletion Marginal

Air pollution Marginal change

increase

in

market

operating costs None

Noise

Marginal change

None

Heritage

Conservation gain

Parallel socio-economic gain

disease water

No impact on water table

37


There are a number of factors which always need to be resolved before taking a development any further than has been discussed so far. These could include:



Legal framework: a legal framework for marketing activities may need to be established, together with the introduction of new market regulations. As



structure plan amendment decree has been issued;

needs to be initiated as rapidly as possible; 

Planning consent: when the market is to be constructed on a new site it may be necessary to confirm that a change of use certificate is available or that a

this process can often take longer than the actual market construction it

Organizational issues: agreements may need to made on the type of organizational change and responsibilities, including confirming the legal



Land title and value: new market sites may require land acquisition if the site is not presently in the ownership of the implementing agency. With new urban markets it is normal for the i mplementing agency not to own the site.

status and structure (composition of board of directors, management/auditing system) of any existing company or institution; 

Investors: the level of participation of potential stakeholders (such as municipalities,

transport

companies,

traders,

banks,

other

private

companies, and individual investors) may need to be defined. This may require confirmation that these potential investors are being actively

This may necessitate either lengthy negotiations or the use of compulsory purchase powers. It may be necessary to obtain both a formal valuation and an official land-allocation decree (including cadastre plans) to ensure that the site is unencumbered (e.g. there are no claims from private individuals with former ownership or usage rights).

identified through individual meetings and/or publication in local newspapers and would become shareholders by contributing equity in cash or in kind;

38




In-kind contributions: with rural markets, the market users are sometimes



Social and environmental impact assessments: it may be necessary to

required to donate the land as their contribution to the project. In that case,

commission, from an accredited consultant, an environmental assessment

a Memorandum of Understanding would need to be drawn-up between the

of the market site, as required under local environmental laws. This may

implementing agency, the beneficiaries and the local community;

also be required to satisfy the concerns of other government departments, a donor or a lending agency.



Traffic and road system: often, one of the main justifications for the choice of a selected site is that it is able to accommodate the substantially



Social

and

environmental

mitigation

measures: if

the

social

and

increased traffic flows caused by market development. However,

environmental impact assessment identifies specific impacts, there may be

confirmation will need to be obtained from the authorities (usually the

a need to include civil works or other mitigation measures to overcome the

Ministry of Transport) that the design and location is acceptable. Particular

impact. These may need to be defined as preconditions and agreed with an

attention will be required in relation to junction location and spacing on

environmental agency.

national highways, and to the design of approach roads.

39


General Issues Relating to all Market Types



Are there existing marketing problems which suggest the need for a new or



improved market? If not, what evidence is there that the development is required?

What are the management and institutional factors that should be considered?



How should the project involve the market users in the improvement



Should the project rebuild an existing market(s) or relocate to another site?



Have the market users been fully consulted in formulating the project?



programme? What basic information is needed for deciding on whether to proceed?



What is the ideal location for the market and how will the market relate to



What is the market’s existing throughput and what could be the market’s

the whole system of markets? 

What factors should be considered in site selection and site planning?



What are the main design (planning and infrastructure) issues?

future throughput? 

How large should the market be and what facilities should the market contain (such as type and size of stalls)?



What are the next steps to consider before proceeding with detailed studies?

40


Urban Wholesale Markets and Food Centers



Are there pressures for private ownership of markets?



Could this result in a loss of monopoly and potential competition between

Rural Primary Markets



Will the market operate daily, weekly or seasonally?



Will it be possible to recover all or part of the costs?



How should the project deal with special needs, such as livestock and dry goods sales?

markets? 

What are the implications for rentals?



In the development of the food distribution system is there the possibility of developments which will reduce the importance of a wholesale market?



Has the role of the urban planner in facilitating market development, both through land allocation and in stimulating economic development, been fully exploited in market-location decision making?

Rural Assembly Markets 



Are the marketing channels for the assembly of produce understood?



Will the market only trade seasonally and what will the facilities be used for in the off-season?



gardens been addressed which may reduce the need to further import produce from outside the urban area? 

Is trading from trucks likely to be the most usual practice and how will this influence the design?

With regard to urban planning, have issues of urban agriculture and hobby

Is there a need to take account of the needs and regulations of other local government departments, such as the public health department?



Has the need for rights-of-way easements for pedestrians, drainage courses and electricity supply been considered?



Is a clean water supply available?

41




Are there difficulties because the proposed site is remote, with problems of

Urban Retail Markets

access for staff, availability of public transport and loss of casual employment opportunities (particularly for female labor)? 

that needs to be used consistent with efficient market operations? 





Have retail markets been considered as amenities within planned residential developments?

Is the introduction of an efficient handling system constrained by lack of space?

Does the new project fully meet neighborhood food needs, particularly for low income areas?

Has the design made optimum use of land, minimizing the amount of land



Is there competition with supermarkets and has this been considered in the project design, by reducing the scale of the market or by providing special





Is there competition for land from other land uses, leading to a conflict of an ideal market location with site value? With small wholesale markets, are there difficulties in mixing semi-

facilities which enable the market to compete more effectively? 



Have traffic issues and environmental impact, particularly the handling and

Is there a nearby bus stop or other form of public transport for the market users and has allowance been made for new access facilities?

wholesaling and retailing with wholesale functions? 

Is there adequate provision for delivery trucks and for off-street parking?

treatment of solid waste, been fully considered and are there any specific impact mitigation measures required?

42


The most important criteria for selection of markets for improvement are likely to be whether:



The markets are presently in an unimproved state;



They have a special function, such as an assembly market (used by



maintenance costs and provide funds for further market improvements; and

primary markets and urban street markets that have solely a local retail function may not be either financially o r economically viable; 

They trade in fresh produce (with the majority of permanent and visiting traders selling fresh fruits, vegetables, fish or meat);



The sites are on land already owned by local government, a market body or

Assurances have been obtained that adequate financial revenues from the improved markets could be generated to cover all operational and

producers) or are serving a large rural or urban catchment area. Rural



The private sector is willing to take responsibility for improving individual sheds and stalls, and the project limits its activities to investment in the upgrading of “common” basic infrastructure, such as: 

Site preparation, fencing, parking areas, internal road works and



main covered sheds and open sales areas; A simple surface/storm water drainage system, sanitary

authority, or the local community; 

They can be subject to a formal agreement where the developments would

accommodation and a water supply; and

be implemented through market committees established with the agreement of the traders; 

There is a willingness on the part of the market traders to improve the



Garbage collection points, collection carts and shade tree planting.

efficiency of the present market operations and to accept higher fee or rental charges as a condition of improvements being made;

43




The quantity of horticultural and other food supplies into a subregion or town - from elsewhere in the country and from

The information required would normally include the following:



abroad; 

What are the existing wholesale and retail market channels for fresh

what is used for animal feed and seed requirements; and what

and retail markets, supermarkets, through institutional buyers or through

is directly consumed by the consumer;

direct sales to consumers) and what is the estimated throughput and role of 

these different channels? 

own sources; and 

Estimated existing and projected throughput of the new market facilities. For simple markets this can be based on a survey of just the overall quantities of produce traded. For assembly and wholesale markets a more

The quantity of production in a sub-region or town, including what is produced at home or in hobby gardens;

What would be the share of trade that is likely to go through the new market, in the short and long term.



Legal and financial data relating to the local authority’s marketing

department, a market authority or private company.

comprehensive food balance approach is needed: 

The existing and projected consumption of food products in the sub-region or town, including that coming from the consumers’

Background details on existing traders, their type, location and scale of operation.



Products not marketed because of post-harvest losses; supplies to agri-processing facilities; what goes into temporary storage;

produce and other foodstuffs? Where are the products sold (in wholesale



Details of any relevant background studies on horticulture and/or marketing, including existing and planned wholesale and retail trade developments.

44


Additional archives relate to the regional and City of San Fernando trade and industry statistic as well as relevant information regarding on its tourism are also gathered.

Very small establishments accounts for more than 90 percent of the total number The total number of establishments in operation during the year 2000 was estimated to be about 820,960, generating employment of about 6 million. Dominating the total number (747,740 or 91.1 %) were micro establishments, In terms of employment generation, micro, small and medium establishments each employing less than 10 workers. Small establishments, each employing 10 absorbed 69.6 percent of the workers in the formal sector, with respective 99 workers, numbered 67,166 (8.2 %), while only 3,070 (0.4 %) were medium contributions of 36.7, 25.8 and 7.1 percent. On the other hand, 30.4 percent of establishments, with employment size of 100 199. Only 2,984, or 0.4 percent, the workers were employed in large establishments. were

employing

200

or

more

workers

and

were

considered

large

establishments.

45


In terms of size of establishments in the sector, 95.2 percent establishments in the Wholesale and Retail Trade were micro establishments, while small, medium and large establishments were accounting for respective shares of only 4.6, 0.1 and 0.07 percent. On the other hand, establishments in the manufacturing sector tended to be relatively larger, with percentage distribution of 86.9, 11.3, 0.9 and 1.0 percent, respectively. Wholesale and Retail Trade has the largest employment, but Manufacturing follows very closely.

Wholesale and Retail Trade establishments are the most numerous, majority (53.3 %) of the 820,960 establishments in operation in 2000 were in the Wholesale and Retail Trade, followed by Manufacturing establishments, contributing 15.3 percent to the total count. Other industries accounted for the following shares in the total number of establishments: Hotels and Restaurants, 10.9 percent; Other Community, Social and Personal Services Activities, 5.0 percent; Real Estate, Renting and Business Activities, 4.9 percent; Health and Social Work, 3.5 percent; Financial Intermediation, 2.9 percent; and Transport, Storage and Communications, 1.9 percent.

46


Since establishments in the Wholesale and Retail Trade were primarily very

A similar pattern may be noted for Transport, Storage and Communications with

micro, the sector was able to absorb only 1.8 million workers, or 30.3 percent of

only about half of the workers employed in micro, small or medium

the total, with 62.2 percent working in micro establishments. On the other

establishments and the other half working for large establishments.

hand, Manufacturing showed a reversal as it employed a total of 1.6 million workers, or 26.9 percent of the workers. In addition, 45.9 percent of manufacturing workers were working for large establishments, in contrast to only 12.0 percent for the Wholesale and Retail Trade.

Sectors that are dominated by workers in micro, small and medium establishments were: Other Community, Social and Personal Services with 87.2 percent of its workers in the said type of establishments; Financial Intermediation, 73.6 percent, Health and Social Work, 71.1 percent, Education,

Hotels and Restaurants was still third as far as work generation was concerned

63.4 percent; and Fishing, 60.4 percent. On the other hand, sectors that were

with the sector employing 485 thousand workers, 93.6 of them in micro, small

dominated by workers in large establishments were Mining and Quarrying with

or medium establishments. Workers in the Real Estate, Renting and Business

66.8 percent of its workers employed in large establishments; Construction,

Activities numbered about 431 thousand, with 59.0 percent in micro, small and

66.6 percent; Electricity, Gas and Water Supply, 62.7 percent; and Forestry, 54.7

medium establishments.

percent.

Compared to the other large sectors, relatively larger number of workers in this sector, or 41.0 percent was working in large establishments.

47


H - Hotels and Restaurants I - Transport, Storage and Communications J - Financial Intermediation K - Real Estate, Renting and Business Services M - Education N - Health and Social Work O - Other Community, Social and Personal Service Activities Food and live animals contributes the biggest share in the total domestic trade value Industry Description

Among the commodities that were transacted throughout the country in the first quarter of 2011, food and live animals contributed the largest with value

A - Agriculture, Hunting and Forestry

amounting to PhP38.15 billion (29.8%). This was followed by machinery and

B - Fishing

transport equipment with PhP26.63 billion (20.8%) and manufactured goods

C - Mining and Quarrying

classified chiefly by material followed with PhP17.10 billion (13.4%). Animal and

D - Manufacturing

vegetable oils, fats and waxes shared the least value o f PhP2.18 billion (1.7%).

E - Electricity, Gas and Water F - Construction G - Wholesale and Retail Trade, Repair of Motor Vehicles, etc. 48


Likewise, food and live animals dominated the domestic trade in the first 2010

quarter of 2010, with a share of 28.9 percent (PhP27.07 billion) of the total

Average

value. This was followed by machinery and transport equipment with 21.8 percent share (PhP20.45 billion), mineral fuels, lubricants and related materials

Wholesale and Retail Trade

7,035

with a share of 17.9 percent share (PhP16.79 billion). Contributing the least value of PhP1.65 billion (1.8 percent) was animal and vegetable oils, fats and waxes.

49


According to the City Planning and Development Coordinator’s Office (CPDCO)

Aquatic Resources

of City of San Fernando, Pampanga The total area converted to fishpond consists of 38.23 hectares in year 2004. These are located in 15 barangays. The biggest is in Barangay Calulut which comprised 49.04 percent of the total area. A combined production worth P12.61 M tilapia was realized in the year 2004.

Agriculture Although City of San Fernando is urban in classification, 3,251 hectares or 48 percent of its land area is still being utilized or declared agricultural. Some lands though classified agricultural have become uneconomically viable for crop production due to frequent flooding. Other declared agricultural areas especially in the northern and western portions have increased in market value due to closeness to the commercial center. Hence farmers opted to sell their lands and shift to other occupation. Sugarcane and rice are still the dominant crops utilizing 44.17 percent and 25.83 percent of the total farm area, other crops being produced are cassava and vegetables.

50


Livestock and Poultry The farmland being utilized for livestock and poultry raising constitute 91.0565 hectares; 53.383 hectares for swine and 37.6735 hectares for poultry. There are 17 swine raisers registered in the City of San Fernando producing 8,644 heads with a value of P38,177,663.00 for 2004.Economic Benefits

Tourism is an option for socio-economic development.



Receipts from tourist expenditures for various items from accommodations to food to shopping and recreational activities;



Linkage with other production/economic sectors parti cularly in serving as stimulant to the growth of cottage and small scale industries;



Flow of direct investments for the establishment and operation of tourist and tourist-related facilities and services and relatedly, construction impact which are one-time in nature, as facilities and buildings are constructed;



Generation of employment opportunities;



Payment of taxes by owners of hotels, resorts/lodging facilities, touristrelated establishments, shopping centers, entertainment/recreational establishments, tourist buses/coaches operators; and



Ancillary spin-offs as money earnings are respent or what is referred to as the multiplier effect of the tourism industry in terms of output, income and jobs.

51


Sex Profile of Visitors Domestic and Foreign Visitors Age

In 1996, among domestic tourist, 51.2% were female and 48.8% male. Among foreigners, the proportion of male was 75% and female 25%. In the previous surveys of 1988, 1990 and 1993, the male comprised the greater percentage of

In 1996, the dominance of visitors below 50 years old was notable among all

visitors to the region.

visitors of the region. Among the domestic tourists 76.74% were below 40 years old while among foreign visitors, 62.88% were below 40 years old. Using 50

Education

years old as the cut-off, it was noted that 93% of domestic tourists are below 50 while 90% of foreign visitors were below 50 years oId. By province, about 71.5%

In the 1996 survey, most of the visitors, both domestic and foreign were

of the visitors of Nueva Ecija were below 40 years old; 30.7% of Pampanga

university/college degree holders. Per survey, 79% of domestic tourists were degree holders and 77% of foreign visitors belonged to the same category.

visitors belonged to the same age group; Tarlac and Bulacan shared an equal percentage of 50%, 72% for Zambales, 65.7% for Bataan visitors.

In the previous surveys, it was noted that foreign and domestic visitors were During the 1993 survey, preponderance of visitors below 30 years old is notable

primarily university/college students/graduates except in 1993, where 74% of

while the 1990 survey indicated that about 47% belong to the 30-39 years old

the domestic tourists were high school students or whose level of education

aggrupation.

was lower.

52


Occupation

In 1996, among domestic visitors, 32.6% were reportedly professionals, 20.9%

Previous studies showed that the pleasure/holiday visitors accounted for a

government employees and another 20.9% were employees in private

significant portion of the regional visitors. Among the foreign visitors,

establishments. Among the foreign visitors, 39.4% were businessmen, 19.70%

percentage share in 1988 was 50.0% and in 1993, 71.4 percent. Among the

were executives or hold managerial positions while 15.9% were professionals.

domestic visitors, percentage share in 1988 was 58.3% and visited the region said that their trip did form part of a tour package. Likewise, only a minority (4%) of foreign travellers travelled in the region as part of a tour package.

In 1988 and 1990, private firms and government employees comprised the greater bulk of tourists in contrast to the 1993 survey results where about 80% of domestic tourists were students.

Results of 1996 survey show that by province, purpose of visit mentioned are as follows:

Purpose of Visit 

provinces, among domestic tourists, 55.81 % claimed they were there for



For Bataan visitors, 52.3% came for pleasure/holidays and 22.9% to attend conferences/ conventions;

pleasure/holiday, 41.86% were visiting friends and relatives (VFRs) and 13.95% were there for business reasons. Among foreign visitors, majority (90.9%) went

For Bulacan visitors, 50% visited the.province for pleasure and holiday and 50% for commerce/business;

In a survey taken in 1996, regarding their purpose for visiting the various



For Nueva Ecija, VFRs comprised 42.8%;

to the. region for pleasure and holiday, 24% for business while the VFRs accounted for 15.8%.

53


Source of Information on Tourist Attractions/Facilities 





For Pampanga, 58.6% were pleasure/holiday visitors, 24% were VFRs and 13.8% for business reasons,

Queried on the source of information about the tourist attractions/facilities in

For Tarlac, the pleasure/holiday visitors accounted for 59.4% of the visitors

the region, responses given by domestic tourists during the 1996 survey are as

and 21.9% came for commerce/business reasons; and

follows: (a) by word of mouth i.e. through friends and relatives (60.4%); (b)

For Zambales, the pleasure/holiday visitors accounted for 52.8% of the

previously visited the place (37.2%); and (c) through travel publication (2.3%).

visitors and 30.4% came for commerce/business reasons.

Among foreign visitors, 44.7% learned about the place through friends and relatives and 26.5% because of previous visits.

Among domestic visitors, the overall purpose for visit cited, in the order of highest frequency, are: (1) with friends and relatives living in the region; (2) province is construed safe and secure; (3) had good experience during previous

Recreational Activities Undertaken

visit/s; and (4) sports and recreational facilities. Among foreign visitors, purposes enumerated are: (1) they have friends and relatives in the region; (2) due to good experiences during previous visit/s; (3) sports and recreation facilities; (4) safety and security factors; and (5) good visitors facilities.

Per survey undertaken in 1996, among the recreational activities engaged in or undertaken during their stay in the region, domestic tourists generally went shopping; sightseeing and engaged in water sports. In contrast, foreigners' primary activity was for sightseeing, followed by shopping and water sports.

54




By province, predominant activity undertaken by foreign and domestic tourists

have visited the province more than 10 t imes;

are as follows: (a) Bulacan - sightseeing; (b) Bataan - sightseeing, water sports



and shopping; (c) Nueva Ecija - shopping and sightseeing; (d) Pampanga -



sightseeing and shopping; (e) Tarlac - shopping and sightseeing; and (f)

Pampanga - 76.9% have visited the province between 2 to 6 times, 11.5%

Tarlac - 100% have visited the province between 2 to 6 times; and Zambales - 31.8% are first time visitors, 63.6% have visited the province between 2 to 6 times.

Zambales - water sports, sightseeing and shopping. In terms of regional totals, 83.7% of domestic tourists have been to the province between 2 to 6 times while about 68.7% of foreign visitors have visited between Frequency of Visit

two to six times.

On the question of frequency of visit to the respective provinces, responses obtained during the 1996 survey showed: 





Place Stayed/Staying

Bulacan - 75% are on their first visit while 25% reported repeaters from 2 to

Per study undertaken in 1996, domestic tourists generally stayed with friends

6 times;

and relatives when they visited the place. Of the total respondents, 58%

Bataan - 28.9% are first time visitors, 68.4% have visited the province

reported staying with friends and relatives, 20.9% stayed in hotels and 11.6%

between 2 to 6 times;

stayed in inns and lodging facilities. On the other hand, majority (50.8%) of

Nueva Ecija - 15.9% are first time visitors, 85% have visited the province

foreign visitors stayed in hotels, 37% stayed in resorts and 10.6% stayed with

between 2 to 6 times;

friends and relatives.

55


Bulacan visitors generally stayed with friends and relatives (50%), followed by

Per 1996 survey, domestic tourists stay in the province was about 3.36 days

those who stayed in inns/lodging houses (25%) and resorts (25%). Among those

while foreign tourists average stay was about 6.48 days. Compared to 1988

who visited Bataan, 68.4% stayed in resorts and 28.9% stayed with friends and

figures, length of stay among domestic tourists did not change from the 3.4 days

relatives. Thirty eight (38%) of tourists who go to Nueva Ecija stayed with

reported in 1988.

friends and relatives, an equal percentage stayed in hotels and 23.8% patronize At the province level, length of stay of the tourists are as follows: inns/lodging houses. For Pampanga visitors, the preponderance of visitors staying in hotels was notable with 76.0% reportedly staying in the various



Bulacan - average stay of 3.5 days;

hotels, 11.5% stayed in resorts and another 11.5% stayed with friends and



Bataan - average stay of 4 days;

relatives. Tarlac visitors generally stayed in hotels (85%), 10% stayed with



Nueva Ecija - average stay of 6 days;

friends and relatives and 5% stayed in resorts. Among the Zambales visitors,



Pampanga - average stay of 11.9 days;

47% stayed in hotels, 33.3% stayed in resorts and 19.7% stayed with friends and



Tarlac - average stay of 11.2 days; and



Zambales - average stay of 2.6 days.

relatives.

Length of Stay

The 1996 survey showed that on the average, the length of stay of foreign visitors in the region is 6.6 days while the domestic tourists stayed about 3.6 days but declined from the 17.3 days reported in 1988.

Travel Arrangements

With reference to travel arrangements, 53.5% of domestic tourists claimed that they themselves arranged for their trip/travel to the province while 47% arranged their travel through friends and relatives. A similar trend is noted among foreign visitors. with 61.4% reportedly arranging by themselves their trip to the province and 34.8% arranging their trip through friends and relatives.

56


Composition of Traveling Party

Mode of Transport

In the 1996 survey, it was noted that about 39% of domestic visitors came with

A variety of modes of transport from land, air and water is utilized by the

friends and relatives, 23.2% visited the province with their spouse while 16.3%

visitors both to go to the province and to travel within the various

came with their spouse and children Approximately 38% of foreign visitors came

towns/provinces. Among domestic visitors, majority use public vehicles followed

alone, 28% came with friends and relatives and 25.8% with business associates.

by boats and rented cars. Among foreign visitors, preferred mode of transport is also public vehicles followed by boats and rented cars.

By province, composition of traveling party are as follows: 

50% of those who visited Bulacan came with friends and relatives;



57.9% of those who visited Bataan came with friends and relatives,



38% of those who went to Nueva Ecija traveled alone,



50% of those who went to Pampanga went alone;



40% of those who went to Tarlac went alone; and



42% of those who went to Zambales were with business associates while

Country of Residence In the 1996 study, it was shown that about 29% of the foreign visitors are from North America, 28.5% from Asian countries, 15.4% from Europe and an equal percentage from Australia. In diminishing order, the six top countries reported as place of residence of the foreign visitors are USA (23.5%), Australia (15.1%), Japan (10.6%), Taiwan (10.6%), Germany (6.06%) and Malaysia (5.3%).

31% were accompanied by friends and relatives.

57


Origin of Domestic Tourists

Per the 1996 study, approximately 56% of domestic tourists came from the

Ranked fair are disco/night clubs, tourist assistance, tourist information and tour guides. Ranked poor are public transportation and communications.

National Capital Region (NCR), 2.3% from other provinces of Region IV. About 42% stated they come from other regions of the country. Expenditure of Visitors Perceptions on Facilities/Services Offered In 1996, daily expenses of the domestic tourist was placed at P1,768 while Among foreign tourists, ranked excellent are accommodations, food and

expenses of the foreign tourists were about 98% higher with P3,514 per day.

restaurants, tourist assistance and information. Rated good are food and

Among the provinces, Nueva Ecija reported the lowest receipt from domestic

restaurants, shops and accommodations. Ranked fair are tourist information

tourists registering only P661, followed by Pampanga with P917, Tarlac with

provided, domestic transport, tourist assistance and disco/night clubs. Ranked

P950, Bataan with P3,000 and Zambales with P3,395. Bulacan domestic visitors

poor are communications, domestic air service, and public transportation.

registered the highest daily expenditure with P7,775. 1/1/File Pampanga visitors are expected to register the highest daily expenditure, with the presence of major magnets as duty free shops and other shopping/entertainment facilities,

Among domestic tourists. ranked excellent are accommodations, food and restaurants, tourist assistance, tourist information and tour guides. Rated good are tourist transport, accommodations, and shops.

Pampanga ranked next to the lowest. This may be attributable to the fact that during the time of survey, the respondents had not yet gone shopping and/or respondents deliberately gave lower expense information.

58


Expenditures of foreign tourist who visited Nueva Ecija spent comparatively the lowest with P1,435. Those who visited Tarlac, on the other hand spent an





Bataan with P4,416 and Bulacan with P7,725.

Bulacan - processed meat, bakery products/candied preserves both by domestic and foreign tourists;

average of P1,907, followed by Pampanga with P2,476, Zambales with P4,241,

Bataan - processed meat among domestic tourists and preserves/ confectioneries/bakery products among foreign visitors;



Comprising

the

largest

expenditure

item

of

foreign

visitors

accommodations pegged at an average of P1,169 and food and beverage at

Nueva

Ecija

-

processed

meat

among

domestic

tourists

and

garments/clothes by foreigners;

was 

Pampanga - processed meat among domestic tourists and garments among foreigners;

P736 and recreation at P613. 

Tarlac - processed meat and preserves among domestic and foreign tourists; and

Of the various items available in the province, clothes/garments, handicrafts and candied preserves/delicacies/bakery products appeared as the items highly



Zambales - garments, handicrafts and delicacies both by foreign and domestic tourists.

demanded by both foreign and domestic visitors. Items greatly in demand vis-àvis the various provinces are as follows:

59


A review of the tourist expenditure pattern would indicate that every

Proposed Strategies

peso/dollar spent by the tourist, whether foreign or domestic, is distributed as Economic-related strategy underscores the development of the market for follows: products in line with tourism development. This would respond to the constraint of "limited domestic market demand", one of the identified critical problems for growth of industrial sector.

Establishment of strategically located venues for the display of the province's products and the institutionalization of trade and food fairs and "fangges". This may be in terms of one-stop shops as envisioned in the Bulacan International Trade Center and presently operated/managed by the Bulacan Chamber of Commerce and Industry or it may be less structured, taking off from the set-up found along the Friendship Highway in Angeles City or the Friday tiangge at the Apo Church in Angeles. The pervading idea is to provide a highly accessible area which would regularly display products of the province at the same tirne provide vital information on how and where to access these products.

60


Alongside, this is the exploration of ways and means to expand/improve market places/palengke of the municipalities to serve as readily accessible places where

Conceptually, the scheme would involve: 

the domestic tourist can readily shop and get a glimpse of socio-economic

project

viewed against the preponderance of excursionists and domestic visitors who 

only stay for a day or two in the municipalities.

Non-government organizations (NGOs)/associations comprised of micro, cottage, small and medium enterprises (MCSMEs) shall spearhead the

microcosm of the municipality within a very short time. This augurs well if

The local government unit (LGU) can provide the necessary infrastructures or allot certain sections in any of the LGU-owned buildings for use as trade

Plans and Programs

display. DTI and DOT shall serve as advisory bodies, assisting primarily in

1. Establishment of community trade display centers in identified strategic

facilitating identification of marketable/quality products. DTI, shall take the lead in providing technical assistance along areas of product development,

areas of the provincial capital and /or city and at the CSEZ and SBFZ. The

product design and packaging (through Product Development. and Design

purpose of these establishments is to showcase/ highlight the best products the

Center), and market linkaging. The NGO with LGU, DTI and DOT in advisory

province could offer and concurrently serve as business center. With

this,

requirements of those leisure tourists interested in purchasing some of the

capacities, shall jointly screen and evaluate products to be displayed. 

The trade display center shall be operated and managed by the NGO/ local

products and those of the business tourists on the look-out for business

chamber of commerce and industry (under an expanded membership to

opportunities, could be viably addressed.

include MCSMEs). It shall also function in endorsing products for display.

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



Regular conduct of training courses covering organization development and

A three tiered or graduated schedule of fees shall be paid by the lessees

strengthening, enterprise development, business management, business

based on their financial capability and magnitude of business operations. A

laws and regulations, product development, product and productivity

cross subsidy arrangement shall be effected to ensure project viability and

improvement; provision of business counseling services.

at the same time afford the "infant but promising" industries opportunities to grow and mature. Sale of items shall be encouraged with a prescribed percentage being

At the CSEZ and SBFZ, it is recommended that the designated areas within the

ploughed back to defray operations and maintenance of the center

Duty Free Shops (DFS) or adjacent to the DFS serve as display/trading centers



Profile/business directories shall be maintained in the center together with

for local handicrafts and products not only of the provinces of Pampanga and Zambales, respectively, but of all provinces comprising the region.



sample displays provided in the exhibit center. Sharing of salespersons shall be encouraged to reduce overhead expenses



for sales personnel 

Trade display centers shall double up as business incubators. For this

2. One Barangay One Product (OBOP). - Program involves the identification

purpose, recommended facilities to be provided are conference rooms to

and development by the community of a particular product to which they

serve as venue for trainings and for meeting prospective clientele, facilities

could identify and relate with. Mechanics involved are the mobilization of

as telephones, facsimile, reproduction/mimeographing machines, etc.

the people in the barangay to jointly support a specific product, and pursue it vigorously till excellence is achieved.

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5. Market day/tiangge - institutionalization of the tiangge as part and parcel of 3. Viewed against the tourism industry, this OBOP movement, may refer to

the tourism activities to attract bargain hunters in keeping with the thrust of

tourism products as attractive places, monuments, cultural celebrations,

promoting Central Luzon as a shopping paradise/haven. This same theme of

fiestas or model farms which one could be proud of and can be visited. It

shoppers paradise may be incorporated in the over-all plan to "reinvigorate"

may also refer to service products as food, restaurant, hotel or resorts or

the Paskuhan Village. Items sold would not only be local products but items

identified crafts/products of the area.

produced in the various ecozones within the region, the latter forming the greater bulk of merchandise sold. Arrangements may be made to systematically handle the "exportover runs and seconds" subject to the

4. Crafts/artisan village - The pervading concept of this proposal is to provide a payment of the required taxes pursuant to existing laws and regulations. community-based fora where production of specialized products of the province can be viewed by the tourist supplementing the regular display/sales center. These villages normally house common service

6. Encourage use of local materials and products for furniture fixture and

facilities (e.g. kiln, lathe, etc.), warehouses to stockpile raw materials, and

furnishings, construction materials via continuing/sustained assistance

include seminar rooms where courses on product and productivity

through product development, design promotions and market linkages;

development, institutional development/entrepreneurial values formation

encourage the growth of symbiotic relations between producers and tourist

and management, production management, enterprise development and

facility owners through discounts/deferred payments to be given by

productivity improvement are conducted. In addition, periodic business

chamber of furniture makers to owners of hotels/lodging facilities,

clinics and funding clinics can be held here.

restaurants and other tourist-related establishments who shall patronize these products.

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Identification of the Basic Problems of the Tourism Sector a. Upgrade the tourism services, facilities and establishments Hotels, on the other hand, can allow sections of their establishments for periodic displays of crafts/products locally produced and are being Along the tourism highways, tourism loops are developed to cater a particular promoted to tourist. Variables of consignment arrangements may be geographical setting offering tourism attractions. Loops are defined by sheer further explored. geography, not by type of tourism assets nor by an aggregation of types or by similar items within a type. A loop always touches base with the tourism 7. Use of local materials such as marble and bricks for construction vis-a-vis architectural designs which are in keeping with the local color/ambiance. A

highway utilizing the primary and secondary routes connecting to respective municipalities.

scheme which may be pursued to obtain the best use of indigenous b. Tourism Loop materials would be through architectural competition conducted by the United Architects of the Philippines or of CREBA/REBAP. The advantage of geographically locating the needed development is that it helps in clarifying the order of development actions that will follow. It also 8. Culinary arts/gastronomic uniqueness of the province which could be served

permits defining the communities or ethnic groups and administrative units

in hotels, restaurants, festivities/cultural activities food fairs scheduled

(LGUs) circumscribed by the geography who will be involved in the development

culinary tours, joint trade and food festivals/exhibits etc. Bulacan has

of the loop.

successfully promoted its various cuisine through food festivals in strategic venues in Metro Manila. This, combined with the display of local handicrafts, may be replicated by other provinces, initially on a per province

Also, a loop allows greater opportunities for gradual staging of development

basis, subsequently as a regional effort.

and modernization of the countrysides without jeopardizing the natural environment.

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From this process will emerge a better understanding of geographical and locational strategies. Therefore, development can be devoted to specific tourist sites and that infrastructure and services can, by complementation, provide encouragements for synergies, hierarchies, priorities as well as a better selection of networks for self generated tourist activity circuits. Creation of loops are discussed below. 1. Pampanga Loop 

Loop 1:

San

Fernando->Mexico-->

Sta.

Ana->Arayat->San

Fernando



Loop 2:

Angeles City--> Mabalacat->San Fernando-> Guagua-

>Sta. Rita--> Porac->Angeles City

The destruction of arterial roads brought about by lahar limits the creation of tourism loops for Pampanga. As soon as the road network is restored, more tourism loops are expected to be developed.

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1.7.3

Case Studies

It is conducted to know how existing related local and foreign public markets facilitate their market amenities, activities and facilities. The strengths and

List of structures under case study:

Local

weaknesses of these public markets could be further interpreted to help the proposed project be more successful.

City of San Fernando Public Market, City of San Fernando; Farmer’s Market, Quezon City and Calapan Market, Calapan City

Foreign Moreover, key features and latest developments on some modernized foreign public markets were also assessed to integrate those applicable design solutions for the betterment of the proposed project.

Deira Market, Deira City; Urban Market, Tianjin City; Market Hall, Rotterdam City and Garak Wholesale Market, Seoul City

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City of San Fernando Public Market, City of San Fernando EXTERIOR:

The delivery trucks of producers also park in the public parking area. The City of San Fernando Public Market is situated in a 3.7 donated parcel land as an extension of market service in the Poblacion area.

However, the existing public market does not meet its function as an active public space. The existing photos prove that the public market does not fully take its role to provide active and better public space that will be beneficial to all.

The comfort room at the back of the public market that is not well maintain.

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The fair public market lights as seen from the unpaved alley. The abandoned Philippine Rabbit Bus Terminal located along the national road in front of the site of the public market.

The low visibility o f the public market seen from the national road.

The abandoned commercial building near the location of existing site.

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The pale painted frontage of the public market. It shows the dimmed aisles,

It shows the dilapidated aesthetic and structural members of the public market.

closed stalls and the emptiness of the public market as early as noon time.

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INTERIOR:

It shows the rows of stalls with exposed electrical wirings and unsanitary

Dimmed and narrow market alley showing the unventilated area and stored

walkway.

materials.

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Farmer’s Market, Quezon City

Historically, it is one of the first structures built roughly 30 years ago in the Araneta center area after the construction of the Araneta coliseum. The market is approximately 3 - 4,000 square meters of covered area. It is one of the commercial establishments pioneered the old Cubao commercial district.

The market has a hundreds of entrepreneurs in total. Generally, there are two levels in the market: the upper level that houses the stalls selling fruits, vegetables, flowers and the like while the lower level is the wet section of the market selling beef, fish, meat, poultry and the like. I t also has a stalls and shops selling dry goods such as groceries, eggs, plastic wares, bags, native products, Farmers Market is considered one of the best dry and wet markets in Metro

delicacies and gifts also including food court that is covered by a warehouse

Manila. It is located within the Araneta center area in Cubao commercial district

type roof that sits very high.

adjacently located on the long stretch of Epifanio Delos Santos Avenue (EDSA). The best part about the market is the variety of goods offer starting from early in the morning.

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Photos of Farmer’s Market

The market has the following potentialstrengthsaccording to observation: 1. It is placed on a central location seating at the heart of Cubao commercial district in Quezon City where two groups of people meet: the entrepreneurs who comes from different parts of the country offering volumes of goods and products and the consumers who comes regularly with the buying power that varies from locals, foreign nationals and students mostly enrolled in culinary and HRM programs.

VEGETABLES SECTION

FRUITS SECTION 2. It is accessible from various modes of public transportation via EDSA such as train (MRT line 3) in Araneta - Cubao station, buses and FX bounding Cubao routes and taxis.

3. It has different types of consumers ranging from nearby low and middle income families, the cook of a wealthy f amily, the cook of nearby restaurant up to visiting foreign nationals. FISH SECTION

BEEF, MEAT AND POULTRY SECTION

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However, the market also has potentialweaknessesthat old Cubao commercial district’s image passed relating to peace and order situations due to incidences

of theft and petty crimes. Minor issues include waste collection and

MARKET ENVIRONMENT:

management. 1. It has clean, airy and well lit market environment.

The market has the following key featuresaccording to observation: MARKET MANAGEMENT:

2. It doesn’t have too much dreaded market odor.

3.

It has wide elevated pathways that is paved and tiled for convenient market shopping where there is also ramps sprouting the market.

1. Primarily, it has an organized levels and sections for varieties of goods and products in competitive prices. It has color coding scheme on stalls: red for beef, meat, poultry and the like, blue for fish/seafoods, green for vegetables

4. It has wide elevated pathways that is paved and tiled for convenient market shopping where there is also ramps sprouting the market.

and yellow for fruits. 5. It has private commercial stalls outside for various establishments including 2. It is well maintained and offers better basic facilities such as water,

Jollibee, 7eleven, Siomai House, Appliance Center and Banks.

electricity and toilets which are located near entrances/exits. 6. It has shared parking area with the Farmer’s Plaza that could cater vehicles 3. It has organized delivery bays: the first bay is for fish/seafoods and poultry

from motorcycles to large cars.

while the other bay is for vegetables, fruits and flowers.

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Calapan Market, Calapan City

MARKET ATTRACTIONS: 1. It has attractive kapis lighting within the market.

2. It offers push cart for convenient market shopping.

3. In the morning, the wet section selling fish/seafoods, goat, poultry and the like offers an animal picking to be butchered.

4. It has a “dampa” concept in the food court where anyone can have their “paluto” on their fresh bought goods and products. The price ranges from

90 to 200 pesos depend on what type of dish to be cook. There is also a mezzanine floor on food court which caters private restaurants.

Calapan Market is the award winning and most modern public market not only in Mindoro, Marinduque, Romblon, Palawan (MIMAROPA) region but also to the

5. It has Farmer’s Radio for entertainment.

whole country. It is located in the commercial area of Aurora blvd. in Calapan city. The market design and its facilities are their initial offering to attract and gain more consumers.

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Historically, it is built after the old single-story market gutted by fire in May 2008. It is funded by the city local government of Calapan and the Land Bank of the Philippines (LBP) being the loan provider of the project that cost 199 million pesos.

The market is a two storey building comprising 907 stalls of dry and wet sections, contradicting to the public market design, its ground floor contains stalls selling dry goods and products such as RTW and household items while the second floor serves as the wet section selling beef, fish, meat, poultry and

PARKING AREA

ENTRANCE AREA

the like. The market is covered by a long span roof with insulation.

Photos of Calapan Market

WALKWAY

WET SECTION

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The market has the following potentialstrengthsaccording to observation: However, the market also has potential weaknesses this may include the 1. It is strategically located in the commercial area of Calapan city in the stretch of Aurora blvd. where people could buy conveniently before or after

population congestion and traffic situation in the future. Other minor issues of theft could also be included.

going to the other commercial establishments. The market has the following key featuresaccording to observation: 2. Since Calapan city is routed by RORO buses, passenger such as locals and foreign nationals could have easy access to visit the market.

3. It is accessible from various modes of public transportation via Aurora blvd.

MARKET MANAGEMENT: 1. It offers better basic facilities such as toilets, water and electricity.

such as jeepneys and tricycles. 2. It has an open space for other stalls. 4. It is the Agri business trading center in Oriental Mindoro, considered as the food basket of Southern Luzon catering various traders not only from the Calapan city but also to other nearby provinces.

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MARKET ENVIRONMENT:

Deira Market, Deira City

1. It is a newly constructed structure and considering to have an expansion.

2. It is clean and well ventilated market environment.

3. It has paved and tiled flooring for convenient market shopping.

4. It is covered by a long span roof with insulation to protect both entrepreneurs and consumers from direct sunlight.

5. It is covered by a long span roof with insulation to protect both entrepreneurs and consumers from direct sunlight.

Deira Market is one of the leading public markets in the emirate of Dubai. It is located in the city center of Deira on Al Khaleej Road near the Deira Corniche

6. It has a passenger terminal where consumers could have an easy access to transportation after buying in the market. MARKET ATTRACTIONS:

close to the Shindagha Tunnel. The public market boasts its premier wet section which includes varieties of seafood that is caught as far away as Spain and Taiwan and neighboring country of Oman where selling starts at five in the morning.

1. It has additional modern amenities such as elevators and escalators. Historically, it is a temporary market built i n 1988 to bear the demolished public market before. It is o ne of the commercial establishments that contribute to the development of city of Deira today. 77


Photos of Deira Market

The market aside from locals also caters hundreds of traders and entrepreneurs from neighboring countries of India, Pakistan and Bangladesh. Deira Market is divided into dry and wet sections. The dry section offers a wide range of locally produced fruits and vegetables better than in supermarkets while the wet section covers the largest area of the public market which highlights their primary industry, fishing.

FRUITS SECTION

VEGETABLES SECTION

The United Arab Emirates (UAE) has about 600 kms. of coastline, making fishing one of the most prosperous businesses. Fishing has been a pivotal business for the Emirates for centuries, providing a valuable source of food and nutrition for the Emirati. Today, fishing is a popular sport among residents and tourists alike, and there are many opportunities to take part.

FISH SECTION

PARKING AREA

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The market has the following potentialstrengthsaccording to observation: 1. It is located in the city center of Deira. Therefore, many consumers

MARKET ENVIRONMENT:

patronize the public market. 1. Some parts of the public market are air conditioned for convenient market shopping. 2. It has a vast parking area that could accommodate hundreds of vehicles. 2. The wet section is open on all sides that create less market odor than other However, although the public market has a vast area allocated for parking

public markets in the emirate of Dubai.

vehicles, many of the consumers still has no slot to park in that represents its

potentialweaknesses. MARKET ATTRACTIONS: The market has the following key featuresaccording to observation:

1. There is a presence of “wheelbarrow man” concept; the man will carry the consumers bought goods and products through the use o f wheelbarrow.

MARKET MANAGEMENT:

2. New facilities to be developed are the marina, floating restaurants, mosque including support offices and administration facilities.

1.

It has systematized dry and wet sections.

2.

It has an attractive fresh fruits and vegetable stalls.

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Urban Market, Tianjin City

Clad in transparent materials, the building allows the interior program to engage the surrounding streets.

The structure curves dramatically upward

from the riverside and converges with the opposing six story south facade.

Just like the other winning projects, the design was chosen for its “design quality, program resolution, innovation, thoughtfulness and technique.” The project, entitled Urban Market, is for Tianjin, China. The urban center is a way to reinvigorate the river banks through new uses, such as cultural institutions. The hope it that the center will grow to establish “a new identity for the city that links its culture to its historic place of commerce.”

The building’s form engages the disconnected edges of the site and unites them

within a single carapace. Two major interior boulevards allow pedestrians to flow from the east to west side of the site, and gather at a large central plaza. This porous circulation allows passersby to filter through the building at different entry points.

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This frequent flow of people turns the building into a modern version of a “traditional bustling merchant setting.”

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Market Hall, Rotterdam City The project, commissioned by Provast, includes an open air market that due to new hygienic constraints of Dutch laws has to be covered. It also includes 246 residences that form an arc that covers the open market area.

This results on a 3,000sqm retail area, with a 1,600sqm catering area on the ground level and first floor, a 1,800sqm supermarket and an underground car park for 1,100 cars.

The interior face of the arc will be covered with LEDs for an ever changing Location: Tianjin, China

interior. The front and backside are covered with a flexible suspended glass facade, allowing for maximum transparency and a minimum of structure.

Completion: 2014 Program: Retail This new icon for Rotterdam is expected to be completed in 2014.

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83

A PROPOSED INTEGRATED TOURIST URBAN MARKET CENTER: REDEVELOPMENT OF CITY OF SAN FERNAN DO PUBLIC MARKET IN PAMPANGA

84


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Garak Wholesale Market, Seoul City

Green roof design for Seoul covers a massive 131 acres. The project gives an “eco-upgrade” to the run-down Garak Wholesale Market by inserting an

extensive public garden into the newly restored commercial center.

The roof

becomes a large public park that “mitigates rainwater runoff, insulates the interior spaces, and infuses Seoul’s city center with a breath of fresh air.” The design also includes three market pavilions which contain “eco-tubes”, channels that slice through the entire structure allowing daylight and ventilation to reach lower levels. 86


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Summary and Recommendations:

Parking is in great importance mostly to foreign markets. Like Deira Market, parking for them is a great factor for them to visit by the consumers. Likewise, local markets also provide sufficient parking area for vehicles whether it is for consumers or for delivery and services.

Furthermore, most of these markets are arranged into different sections. This is important not only to perceive it as organized but to bring convenience to the consumers so that they could easily track where will be the next good or products they will going to buy.

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1.8 Scope and Limitations of the Study Attractions are also one very important factor in a market. This will allow

The study will only focus in the City of San Fernando Public Market. Other

consumers to stay longer than typical market shopping they do. It will provide a

commercial establishments that engage in shopping will be not included in the

place for good social interaction that could revitalize the market environment.

study.

Through this, it will increase the popularity of the market that will bring more opportunity to the producers for them to grow their business, to the community and country as a whole.

The study is limited to the role of City of San Fernando Public Market to the City of San Fernando including other provinces and neighboring cities and municipalities; the effect of the public market to the economy, community and

Modernized markets constructing as of these days provide interesting new

society of City of San Fernando and the importance of public market to the

concepts and design ideas. This will help to integrate those applicable solutions

general welfare of Fernandinos.

for the advancement and betterment of the proposed project.

Furthermore, it will also study architectural solutions that are applicable to their Therefore, totality is one vital characteristic that market should obtain from site

public market that touches considerable factors that could uplift the City of San

up to the finest details of the design.

Fernando given that their public market once became the trading center not only in the province of Pampanga but also in the Central Luzon region.

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1.9 Definition of Terms The proposed project will be a redevelopment of the existing public market with

Agriculture - science, art, and business of cultivating soil, producing crops and

rattan furniture and water lily handicrafts depot that will serve as a principal

raising livestock; farming.

source of wide range goods and products that also promotes local industries. To develop and achieve this proposed project, it would include related facilities,

“Bagsakan”– To drop of goods and products in one gathering place.

amenities and activities that could possibly bring not only consumers but also

Build Operate Transfer – Is a form of project financing, wherein a private entity

traders and entrepreneurs into the new horizon of public market experience.

receives a concession from the private or public sector to finance, design,

Facilities that may be included are the dry and wet sections of the public market

construct, and operate a facility stated in the concession contract. This enables

with support facilities, furniture and handicrafts depot, eatery plaza,

the project proponent to recover its investment, operating and maintenance

transportation terminal, administration and service buildings. Amenities that

expenses in the project.

may be included are parks that can be converted to an event center and the like. The furniture and handicrafts depot will serve as a supplement facility that

Commerce - The buying and selling of goods, especially on a large scale, as

will uplift the local economy and tourism of City of San Fernando providing

between cities or nations.

employment to the skilled laborers of the city. To enhance the proposed

Consumers - One that consumes, especially one that acquires goods or services

project as an active public space it would include activities like “paluto” as there

for direct use or ownership rather than for resale or use in production and

will be a recreation and leisure for tourism development.

manufacturing. Domestic – Produced, distributed, sold or occurring within a country.

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Entrepreneur - A person who organizes, operates, and assumes the risk for a

business venture. Fishery - The industry or occupation devoted to the catching, processing, or

selling of fish, shellfish, or other aquatic animals. Forestry - The science and art of cultivating, maintaining, and developing

Marketing – The business activity of presenting products or services in such a

way as to make them desirable. Outsource – To buy labor or parts from a source outside a company or business rather than using the company’s staff or plant.

forests. Producers – A person, company or country that produces goods or services for Hypermarkets - A very large commercial establishment that is a combination of a department store and a supermarket.

sale.

Livelihood – Something that provides income to live on, especially paid work.

goods.

Supermarkets - A large self-service retail market that sells food and household

Loan – An amount of money given to somebody on the condition that it will be

paid back later.

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2.0 RESEARCH FOCUS Transforming Public Market and its Environmental Systems Through Micro and Green Urbanism “Tawaran”– To bargain; to ask for a discount. Trade - The business of buying and selling commodities. Traders - A person who engages in trade; dealer; merchant.

2.1 Rationale The City of San Fernando, Pampanga once became the major trading center of central Luzon region. The redevelopment of their existing public market is the ideal and best way to reestablish the trading center now with pride and honor

Transform - To change in composition or structure; to change the outward form

by integrating local tourism as part of the development.

or appearance of ; to change in character or condition. Treasury Bond – An interest bearing debt security issued by the government,

with an initial li fe of between years. Wholesalers - Engaged in the sale of goods in large quantities for resale.

The redevelopment of their existing public market could be the prime model of public markets in the Philippines in terms of facilities, amenities and activities. However, application of such architectural solutions to the proposed project may post a problem if not properly analyzed but can be subjected for considerations.

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Achieving one of the o bjectives of City of San Fernando, Pampanga to become a

c.

city with a healthier environment, the good transition of micro and green

Optimizing orientation and compactness to help reduce the city district’s heat gain or losses.

urbanism principles to the market is an acceptable project for the city. d. Minimizing environmental footprint by working with the existing landscape, topography and resources particular to the site.

2.2 Discussion of Principles and Relevance to the Project

Principle 2: Waste Management

Green Urbanism by definition is interdisciplinary. These are its following

Sustainable waste management means to turn waste into a resource. Zero-

principles:

waste urban planning includes reducing, recycling, reusing and composting waste to produce energy. We need to plan for recycling centers, for zero landfill

Principle 1: Climate and Context

Every site or place has its own unique individual conditions in regard to orientation, solar radiation, rain, humidity, prevailing wind direction,

and ‘eliminating the concept of waste’ and better understanding nutrient flows

(Braungart, 2002). Principle 3: Water

topography, shading, lighting, noise, air pollution and so on. The various aspects of this principle include: The various aspects of this principle include: a. Reducing water consumption. a. Climatic conditions, which are seen as the fundamental influence for formgeneration in the design of any project. b. Understanding the site and its context, which is essential at the beginning of

b. Finding more efficient uses for water resources. c.

Ensuring good water quality.

every sustainable design project. 93


It needs to maximize the resilience of the ecosystem through urban landscapes that mitigate the urban heat island effect, using plants for air-purification and Storm water and flood management concepts need to be adopted as part of the

urban cooling.

urban design, and this includes storm water run-offs and improved drainage systems and the treatment of wastewater.

Principle 5: Sustainable transport and Good public space

Principle 4: Landscape, Gardens and Urban biodiversity

Good access to basic transport services is crucial, as it helps to reduce automobile dependency, as does reducing the need to travel. We need to see

Sustainable city takes pride in its many beautiful parks and public gardens. Ready access to these public parks, gardens and public spaces, with opportunities for leisure and recreation, are essential components of a healthy

integrated non-motorized transport, such as cycling or walking, and, consequently, bicycle/pedestrian-friendly environments, with safe bicycle ways, free rental bike schemes and pleasant public spaces.

city. As it is arresting the loss of biodiversity by enhancing the natural environment and landscape, and planning the city using ecological principles based on natural cycles as a guide, and increasing urban vegetation. It is important to identify the optimal transport mix that offers interconnections for public transport and the integration of private and public transport systems. Some ideas here include: A city that preserves and maximizes its open spaces, natural landscapes and recreational opportunities is a more healthy and resilient city. The sustainable

a. Eco-mobility concepts and smart infrastructure

city also needs to introduce inner-city gardens, urban farming/agriculture and green roofs in all its urban design projects (using the city for food supply).

b. Integrated transport systems c.

Improved public space networks and connectivity

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Principle 6: Livability, Healthy communities and Mixed-use programs

The sustainable city makes provision for adequate land for food production in the city, a return to the community and to the allotment gardens of past days,

A mixed-use city delivers more social sustainability and social inclusion, and helps to repopulate the city center. Demographic changes, such as age, are a major issue for urban design. It is advantageous for any project to maximize the diversity of its users. We have to understand migration and diversity as both an opportunity and a challenge. Mixed land uses are particularly important as it helps reduce traffic.

where roof gardens become an urban market garden. It is essential that we bridge the urban-rural disconnect and move cities towards models that deal in natural eco-systems and healthy food systems. The people of the eco-city would garden and farm locally, sharing food, creating compost with kitchen scraps and garden clippings and growing community vegetables. Buying and consuming locally will be necessary to cut down on petrol-based transport.

Principle 7: Local food and Short supply chains

The various aspects of this principle include: a. Local food production b. Regional supply

Principle 8: Cultural heritages, Identity and Sense of place

All sustainable cities aim for air quality, health and pollution reduction, to foster resilient communities, to have strong public space networks and modern community facilities. This is the nature of sustainable cities.

c.

Urban farming and agriculture including eat local and slow food initiatives.

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Cities will grow according to the details and unique qualities of localities, demographic qualities of the populace and the creativity of the authorities and

Micro urbanism is a more humble scale of greater projection and capacity for innovation. With regards to the former strategies and within a domestic scale:

citizens. The aim of a city is to support the health, the activities and the safety of its residents where densities are high enough to support basic public transit and

a. Improving the urban quality of existing neighborhoods by increasing the

walk-to retail services.

variety of the public space.

b. Prioritizing pedestrian areas. The principles describe the strategies necessary for eco-districts, although they need to be adapted to the location, context and scale of the urban

c.

Introducing bicycle carriages.

development. It may be difficult at first to achieve some of the principles, but all are important; they can potentially save money, reach early payback, improve livability and increase opportunities for social interaction of residents.

d. Developing different outdoors sports. e. Increasing the number or size of green areas and the biodiversity.

The principles offer practical steps on the path to sustainable cities, harmonizing growth and usage of resources.

urbanism. In the future, Green urbanism has to become the norm for all urban developments.

f.

Refurbishing neighborhoods and buildings.

g.

Integrating or renovating open spaces on the basis of a broad flexibility

Much of Green urbanism is common sense of use, etc.

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The social and technological context enables and demands progressive experimentation with different ways of acting and different urban designs that enable setting up open processes. Many are the examples of innovative urban actions; they happen spontaneously in public spaces, places or spaces.

2.3 Recommendations for Application The recommendation is to make the two urban design principles collaborated so that formulating and achieving architectural solutions will be beneficial to the proposed project. Another point is to follow design guidelines including those of

The two essential principles of urban design when combined would fit in to the

the mandated laws, ordinances and such principles in designing the proposed

proposed project producing a more vibrant and healthy market environment.

project.

This will allow market shoppers to enjoy and feel refresh to the new atmosphere that the market has to offer. This type of proposed project could develop boundless relationship between people and the nature allowing market

Through Micro and Green urbanism principles the formulation of solutions will

shoppers to recreate, have leisure and be entertained with the environment.

be guided accordingly in terms of its sustainability by maximizing the use of natural resources wherein it could be a healthy approach for a development like this particularly to a public market. This approach will help not only to save the

Furthermore, these principles envision to minimize all forms of energy

built environment of the proposed project from pollutants but also to save the

consumptions preserving other parts of the proposed project for future

nature even in a small but helpful way.

expansion without altering its built environment.

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3.0 SITE IDENTIFICATION AND ANALYSIS 3.1 Site Analysis MACRO

Map

showing

the

CENTRAL

location

of

City

of

San

Fernando

The City of San Fernando’s primacy may be best explained not simply by its location at the core but its position relative to the established major arterial roads in the region.

98


The City of San Fernando has a total land area of 6,774 hectares and consists of

Physical Features

35 urban barangays. The largest barangay is Calulut and the smallest barangay is Juliana. The city has no lands classified as forest which may also mean that all lands in its political boundary are all under Alienable and Disposable (A & D) classification. Existing General Land Use and Estimated Areas of the City of San Fernando No. Land Use

Area (Ha)

Percent

Share (%) up

Built –

2,333.85

34.45% Agricultural 46.88% Agri-Industrial/

3,175.50 Livestock

Farms

88.56

1.31% Idle Land/ Vacant Lots

171.70

2.53% The City of San Fernando is bounded in the East by municipality of Mexico,

Swampy Areas

North by Angeles City, West by municipality of Bacolor and South by

1.75%

municipality of Sto. Tomas. It is the capital city of Pampanga and the regional

Rivers/Creeks

center of Central Luzon (Region III).

1.61%

118.48

109.00

99


Major Road

150.05

2.22% Local Roads

583.46

8.61% Railroad

0.15% TOTAL

316.45

4.67% Institutional

6,774.00

1,491.22

22.01% Commercial

10.00

Area

Share Residential

33.40

0.49% Controlled Dumpsite

Existing Urban Land Use and Estimated Areas of the City of San Fernando No. Land Use

151.33

2.23%

100.00%

Industrial

The Built-up area was broken down into the following uses:

4.91% Park/Playground/Open Space

332.80

19.75

0.29% a) Residential

Cemetery

b) Commercial

0.33%

c) Institutional

Swampy Area

d) Industrial

1.75%

e) Park/Playground/Open Space

River and Creek

f) Cemetery

1.61%

22.30

118.48

109.00

100


Idle Land / Vacant Lot

171.70

2.53% SAFDZ, 1994

1,302.20

19.22% Area Outside SAFDZ of 1994

1,873.30

27.65% Agri-Industrial / Livestock Farm

88.56

1.31% Major Road

150.05

2.22% Local Road

583.46

8.61% Railway System

33.40

0.49% Controlled Dumpsite

10.00

0.15% TOTAL

6,774.00

100.00%

101


102


Road and Transportation Features

Climate Features

The City o f San Fernando falls under Type I classification. Type I experience two pronounced seasons, where it is generally dry from December to May and wet from June to November with a maximum rainy period from July to October. This is generally exposed to the southwest monsoon and gets a fair share of rainfall brought about by the tropical cyclones occurring from July to October. The monthly range of temperature is from 20.4ºC to 34.9ºC with an annual average ranging from 22.8º C to 32.1ºC. The warmest temperature recorded was 38.5ºC while the coldest was 15.1ºC. The principal wind regimes affecting the area are the northeast wind flow from January and February, the southwest wind flow from June to September, and the trade winds. The annual prevailing wind in the area is southwesterly.

Road availability wise, access within City of San Fernando between adjacent and neighboring areas should be relatively quick and easy.

103


This is primarily due to major arterial road networks that pass through it:

First North Luzon Transit Genesis Bus Line

i)

Gapan -San Fernando-Olongapo (GSO) Road

Partas

ii)

Old MacArthur Highway

Saulog Transit

iii)

North Luzon Expressway (NLEX)

Victory Liner

B. FX also provides inter – regional and inter – provincial public transportation. GT Express UV Express

In terms of conveyances, different forms ply the streets of the city. This includes:

A. Buses provide inter – regional and inter – provincial public transportation.

C. Jeepneys are the primary mode of inter – city and intra – city public transport.

Dolores – Palengke route Maimpis – Palengke route

Baliwag Transit

San Matias – Palengke route

Bataan Transit

SM Big R – Intersection Palengke route

104


Angeles – San Fernando route Apalit – San Fernando route via Minalin Arayat – San Fernando route via Mexico Bacolor – San Fernando route Guagua – San Fernando route Malolos – San Fernando route via Calumpit Masantol – San Fernando route via Macabebe Santo Tomas – San Fernando route

D. Intra – barangay public transport, on the other hand, is being offered by tricycle, tri – wheelers and the calesa. E. North rail line Manila-Clark passes through City of San Fernando in the future.

The city is experiencing traffic congestion in its main thoroughfares particularly sections of old MacArthur Hi ghway and GSO road where built-up is very heavy. Mostly, these places are road intersections or areas where the road

For, air travelers may reach City of San Fernando via the Diosdado Macapagal

right-of-way is encroached. Prior to the construction of San Fernando fly-over

International Airport (formerly called Clark International Airport). Visitors may

congestion is being experienced along the GSO especially in MacArthur

take taxis, shuttles, jeepneys or buses.

highway-GSO road junction. The problem is still being experienced today at GSO-Lazatin boulevard intersection.

105


Social Features MICRO

Different maps showing the location of the site

106


Physical Features

Location Land Use The site is located in Brgy. Del Pilar, City of San Fernando, Pampanga. It has a total land area of 3.7 hectares owned by the city local government. It has a rectangular lot shape.

According to the 2007-2011 Comprehensive Land Use Plan (CLUP), the site has a commercial land classification.

107


Topography

The site is located in the central areas of San Fernando that is prone to excessive flooding due to its low area.

Climate Features Wind Analysis

The principal wind regimes affecting the area are the northeast wind flow from January and February, the southwest wind flow from June to September, and the trade winds. The annual prevailing wind in the area is southwesterly.

Sun Analysis 108


Road and Transportation Features

Traffic Analysis The site is f ar from relative traffic congestion. The two nearest traffic congestion were characterized as Medium traffic that occurs in Brgy. San Nicolas along old McArthur Highway while the Heavy traffic is situated in the old city district. These traffics are cause by huge number of public transportation loading and unloading passengers. Although the proposed project has the potential to The site is connected through the old McArthur Highway. It is accessible to

create traffic in the future, the site that has an entry road lessen the traffic

various cities and municipalities in the region.

congestion and a drop off area should be considered to eliminate traffic in the vicinity.

109


Social Features

Noise Analysis

View Analysis

The noise can obviously be heard from busiest roads and area. This includes the

The views can be seen and characterized as a place where peace and serenity

horn and noise generated by public transportation particularly jeepneys and

lives. These views are set to the area facing vast agricultural land.

private vehicles that traverses the old McArthur Highway.

110


SWOT ANALYSIS Strengths 1. The site has the proximity from major road, the Old McArthur Highway. 2. The site is located near the old city district. 3. The site is accessible. 4. The site is near residential areas and subdivisions.

Weaknesses 1. The site has fair visibility from the major road.

Opportunities 1. The site could invite both locals and foreign nationals. 2. The site could also attract traders, entrepreneurs and consumers from other provinces, neighboring cities and municipalities. 3. It could create more livelihoods and job for nearby residents.

Threats Nearby Developments

1. It could be a traffic prone area. 2. The overflow of nearby San Fernando River.

111


3.1.1

Laws and Ordinances Pertaining to the Site

As of the moment, there is no definite governing law that covers the function and use of the site in the covering barangay. However, according to Engr. Limbitco, public market projects follow the basic codes. This includes the National Building Code of the Philippines and the National Market Code of the Philippines. Setbacks for Commercial, Industrial, Institutional and Recreational Buildings Road Right-of-

Front

Side

Rear

Way

(meters)

(meters)

(meters)

(RROW) Width (meters) 30.00 & above

8.00

5.00

5.00

25.00 to 29.00

6.00

3.00

3.00

20.00 to 24.00

5.00

3.00

3.00

10.00 to 19.00

5.00

2.00

2.00

Below 10.00

5.00

2.00

2.00

112


3.1.2

SCHEME 1

Site Development Options

SCHEME 2

113


4.1.3

Design Considerations

International Codes

4.0 ARCHITECTURAL DESIGN TRANSLATION

International Building Code (IBC) 2009

Local Codes National Building Code of the Philippines (NBC) and its revised implementing

4.1 Design Program

rules and regulations (IRR) 2005

4.1.1

Batas Pambansa 344 (B.P. 344) – The law to enhance the mobility of disabled

Design Objectives

1. To design an iconic structure that will catch the attention of the public. 2. To design a bio inspired structure that will change the public market condition into a green development.

persons and its implementing rules and regulations National Plumbing Code of the Philippines Fire Code of the Philippines (FCP) - P.D. 1185

3. To design a bold and flood resilient structure that will cope on its flood National Public Market Code of the Philippines

prone vicinity.

HLURB Application for Locational Clearance of Markets

4.1.2

Public Markets Organization and Management

Design Criteria

Meat Inspection Code of the Philippines

Architecture completes Nature.

The Code on Sanitation of the Philippines -Giorgio De Chirico Retail Planning Guidelines Comprehensive Land Use Plan and Zoning Ordinance (CLUPZO) OF City of San Fernando, Pampanga 2011

114


Note AGE – Preferably all users should be in legal age (minimum of 18 and above). This is to protect the minors from any forms of human trafficking such as child labor.

4.1.4

User Analysis

Users are divided into two categories:

INCOME– The target users mostly belong to the CLASS B and C. PRIMARY – These are people involves in transaction, the PRODUCERS and CONSUMERS.

Class B– any household earning at least above the minimum wage per day not exceeding 100,000 Php per month.

SECONDARY – These are people involves in managerial and services, the ADMINISTRATIVEand SERVICE PERSONNEL .

Class C – any household earning preferably at least the minimum wage per day not exceeding 10,000 Php per month.

However, Class Ausers are also welcome but are not that prioritize.

115



116



117


4.1.5

Organizational Structure

118


4.1.6

Behavioral Flow

4.1.6.1 Primary Users Traders

Wholesalers/Retailers

119


Entrepreneurs/Concessionaires

Laborers

120


Consumers

Passengers

121


Drivers

122


Secondary Users Administrative Officers

Administrative Staffs

123


Security Personnel

Maintenance Personnel

124


Utility Personnel

125


4.1.7

Movement Pattern

4.1.7.1 Primary Users Traders

Wholesalers/Retailers

126


Entrepreneurs/Concessionaires

Laborers

127


Consumers

Passengers

128


Drivers

129


4.1.7.2 Secondary Users Administrative Officers

Administrative Staffs

130


Security Personnel

Maintenance Personnel

131


Utility Personnel

132


4.1.8

Space Programming and Allocation

4.1.8.1 Space Programming on Users

133


134


135


136


137


138


4.1.8.2 Space Programming on Fixtures and Furniture

139


140


141


142


143


144


145


146


147


148


4.1.8.3 Space Allocation on Site and its Restrictions

4.1.8.3.1 Floor Area Definition per NBC

4.1.8.3.2.1 Actual Computation

Building bulk shall be generally determined by the application of the FLAR,

LOT AREA

vertically projecting the AMBF, establishing the OFB and quantifying the AMVB.

37, 320 sq. m.

The building bulk may be ultimately governed by the width of the RROW and

PSO 75 27, 990 sq. m.

ISA 20 7, 464 sq. m.

USA 5 1, 866 sq. m.

TOSL 25 9, 330 sq. m.

other applicable provision for the light and ventilation.

TYPE OF USE/OCCUPANCY Commercial

TYPE OF BUILDING STRUCTURE Commercial 2 (Com-2)

FLAR DESIGNATION

4.1.8.3.2.2 Actual Computation 2

3.60 up to 9.00 (at a 15 storey or 45.00 m. BHL)


4.1.8.3.2 Maximum Allowable Percentage of Site Occupancy Commercial

% OF TOTAL LAND AREA (TLA) ZONING Commercial 2 (Com-2) (w/o firewall)

PSO 75

ISA 20

USA 5

TOSL 25

149


Determination of the Building Height a. Building Height Limit is the maximum height limit to be allowed for

4.1.8.3.3 Maximum Allowable Total Gross Floor Area

buildings/structures based on their proposed use or occupancy; the BHL

CHARACTER OF USE/OCCUPANCY

Commercial GROUPS B, C, E, H, I

TYPE OF BUILDING/STRUCTURE

Commercial 2 (Com-2)

ALLOWABLE MAXIMUM TOTAL GROSS FLOOR AREA BY TYPE/LOCATION OF LOT CORNER THROUGH LOT 12 X 90% of TLA

is generally determined after the application of other development controls and certain other parameters. The BHL shall be generally measured from the established grade line to the topmost portion of the proposed building/structure. b. BHL excludes the height of the permitted/allowed projections above the roof of the building/structure. c.

The BHL of any proposed building/structure shall only be as allowed under this rule or under duly approved city/municipal zoning ordinance, whichever is more restrictive.

4.1.8.3.4 Building Height Limit Definition per NBC

4.1.8.3.4.1 Actual Computation


150


4.1.8.3.5 Parking Computation per NBC 4.1.8.3.5.1 Actual Computation

4.1.10 Matrix Diagram 4.1.10.1

Market Hall

4.1.10.2

Depot


4.1.9

Functional Zoning

151


4.1.10.3

Terminal 4.1.11 Circulatory Diagram 4.1.11.1

4.1.10.4

Market Hall

Administration

Desired Related Not Related

152


4.1.11.2

4.1.11.3

Terminal

4.1.11.4

Administration

Depot

153


Public Semi Public

4.1.12.2

Micro Market Hall

Private

4.1.12 Interrelationship Diagram 4.1.12.1

Macro

154


4.1.12.3

Micro Depot

4.1.12.4

4.1.12.5

Micro Terminal

Micro Administration

155


4.2 Concept Development

Incorporating biomimicry concepts into design and innovation processes can provide a number of advantages when developing new products or solving

4.2.1

Architectural Concept

4.2.1.1 Design Concept

problems:

Sustainable– Nature inspires products and processes that are natural and adapted to the environment.

Biomimicry

Efficient- The natural environment seems to be more efficient than the

Nature can teach us about systems, materials, processes, structures and

environments created by humans.

aesthetics. By delving more deeply into how nature solves problems that we

Cost effective- Nature has a tendency to design structures and shapes that

experience today, we can extract timely solutions and find new directions for

utilize materials efficiently thereby cutting down on materials and associated

our built environments.

costs.

Energy saving - Nature maximizes the use of natural resources by using We can benefit from biomimicry to make buildings better by pushing for more

processes and systems that optimize energy usage.

natural, integrated, efficient and healthy solutions. We also need to take a look

Minimal waste- In nature, materials and waste are minimized or recycled into

at the role aesthetics plays in nature – with the way function and form so

value-added products. Both waste and new materials are integrated in natural

synergistically merge. Perhaps this is a way for buildings to harmonize with

systems.

nature in renewed ways – making built environments more environmentally

Differentiated brand – Nature has a tendency to create its own unique shapes

sound and healthy for occupants.

that define its brand which becomes enduring.

156


4.2.1.2 Form Concept 4.2.1.2.1 Mangrove Tree These are trees that have the common trait of growing in shallow and muddy salt water or brackish waters, especially along quiet shorelines and in estuaries.

157


4.2.2

Structural Concept

4.2.2.1 Mat Foundation It is a large footing extending over a great area, frequently an entire building. All vertical structural loadings from columns and walls are supported on the common foundation. The mat is frequently utilized as a method to reduce or

4.2.1.2.2 Form Evolution

distribute building loads in order to reduce differential settlement between adjacent areas. To function properly, the mat structure will be more rigid and thicker than individual spread footing. A mat foundation is typically used when there

are

poor

and

weak

soil

conditions.

Mangrove Tree is such a green concept and relevant in having a sustainable environment. The project will mimic its activities, functions and aesthetic.

4.2.1.2.3 Color Scheme Exterior – Dark Brown, Dark Green, Steel Silver, White Interior – Light Brown, Light Green, White

158


4.2.2.2 Solid Slab Mat Foundation Detail

Basically, the method entails casting floor and roof slabs on or at ground level and jacking them up into position. Bond breaking compounds are applied between slabs to separate them. After the slabs have cured long enough to reach a prescribed strength, powerful hydraulic jacks mounted on top of the columns lift the slabs into their respective positions. The big advantage of erecting concrete buildings using lift slab construction is elimination of most formwork, an especially important factor in areas where labor costs are high. Concrete floor construction at ground level is convenient and requires no shores, scaffolds or cranes.

4.2.2.3 Lift Slab Construction It has become a basic method of economical concrete construction, especially for office buildings, apartments, parking garages, hotels and other structures characterized by repetitive framing from floor to floor.

159


4.2.2.4 Three Way Truss Grid Space Frame It is a truss-like, lightweight rigid structure constructed from interlocking struts in a geometric pattern. Space frames usually utilize a multidirectional span, and are often used to accomplish long spans with few supports. Space frames are double layered grids, excellent in appearance with large column free spaces. All type of elegant shape could be made by these systems using variety of grids. Two-way actions of space frames provide both economy and enormous spanning

capability.

4.2.3

Utility Concept

4.2.3.1 WATER 4.2.3.1.1 Gray Water System It reuse either rainwater or water that has already been used such as shower,

The top and bottom layers are of an identical shape and are positioned such that their plan views are coincident. Also, all the web elements lie in vertical planes. The result is a double layer grid that effectively consists of a number of intersecting plane trusses. A grid of this type is referred to as a 'truss grid'. A

bath and washing machine water, for secondary, non potable purposes such as flushing WCs and watering the garden. The reuse of grey water and rainwater potentially reduces the need to use potable water for non potable applications, with the water effectively being used twice before discharge to the sewer.

truss grid may be regarded as a fl at grid whose elements are trusses.

160


Grey water systems would result in the conservation of water resources and reduce demand on both public water supplies and sewage collection and treatment facilities. They could also save the consumer money in the long run. The collection and storage of rainwater also offers potential to reduce runoff

4.2.3.1.2 Drainage System The drainage system in the City of San Fernando consists of drainage channels and facilities, namely; creeks, outfalls, open drainage, road gutters, and drainage pumping stations.

flows into the surface-water sewer network.

This diagram explains the complex network of piping, tubes, water collection, and recycling.

161


4.2.3.1.3.1 Extensive Green Roofs

3- 6" of light weight growing medium. All garbage disposals will be collected once a day at 2pm. The garbage are

Low-maintenance ground-cover plants.

segregated into biodegradable and non biodegradable. Biodegradable materials will undergo process that result to fertilizers while non biodegradable materials

Ideal for large flat-roof buildings and apartments.

will be sent to the biosphere in Brgy. Lana. Suitable for low-sloped residential roofs and retrofits.

4.2.3.1.3 Green Roofing These are engineered roofing systems incorporating the use of vegetation that

Desert grasses and succulent plants. After one year, they do not require watering.

make environmental, economic, and social contributions to urban areas.

It can provide a cooler atmosphere inside the building.

It reduce water runoff It is energy efficient

It can double the lifespan of your roofing. The plants can provide a protective layer against the UV rays of the sun which can make your roof acquire rust

It improves the air quality

faster especially when there is a frequent change in climate.

It can provide beauty to your building roof tops. Undoubtedly, plants and flowers can beautify the surroundings.

162


4.2.3.3 LIGHT Polycarbonate Panel System 4.2.3.2 WIND Passive Ventilation System

It ushers a new era of high-tech materials in day lighting; this saves substantial energy, prevents condensation, water repellent, reduces sound transmission, and will be an aesthetic asset to any building at a reasonable cost.

It uses the natural forces of wind and the stack effect by which air rises in order

This is also a green and energy-efficient system.

to renew the air within the building. Moist and stale air is extracted directly through ducting up to a roof termination and then vented to outside. The air inside a property is normally warmer than that of the outside air so rises naturally up the ducting carrying the moistened content with it. By positioning the air inlets in the dry area this provides a flow of replacement fresh air into the building. Perforations in the roof and ceiling surfaces support stack ventilation in the building. Acting in concurrence with these passive systems are a ductless cooling system and a radiant heated floor system, both of which pull energy from the geothermal vents besides the building. The passive ventilation system will provide a significant reduction in energy consumption.

163


4.2.3.4 INNOVATIONS

4.2.3.4.2 Double Skin System

4.2.3.4.1 Waterless urinals

As indicated by the term “double-skin” such a façade is intended to mean a

It feature some form of odor suppressant that requires regular renewal. Claims

system in which two "skins" - two layers of glass - are separated by a significant

for large water and maintenance savings are made about these devices but the

amount of air space, that is to say, a second glass façade is placed in front of the

pipe work must be installed and maintained correctly if prolonged service life is

first. These two sheets of glass act as an insulation between the outside and

to be achieved.

inside enabling the air to circulate between the cavity of the two facades skin providing good air circulation, thermal and acoustic performance, etc. The type of double-skin façade then determines the type of air circulation. This configuration also helps to reduce the noise coming in from the road.

164


4.2.3.4.3 Green Façade It is a type of green wall system in which climbing plants or cascading groundcovers are trained to cover specially designed supporting structures. Plants are rooted at the base of these structures, in the ground, in intermediate planters or even on rooftops. It can be anchored to existing walls or built as freestanding structures, such as fences or columns.

165


4.3 Presentation Drawings

4.3.1

Concept Board

166


4.3.2

Perspectives

4.3.2.1 Exterior Perspectives

167


4.3.2.2 Interior Perspectives

Exhibit Area (Left) Market Hall (Bottom Left) Eatery Plaza (Bottom Right)

168


4.3.3

Site Development Plan

169


4.3.4

Floor Plans

4.3.4.1 Ground Floor Plan

170


4.3.4.2 Second Floor Plan

171


4.3.4.3 Third Floor Plan

172


4.3.4.4 Fourth Floor Plan

173


4.3.5

Elevations

4.3.5.1 Front Elevation

4.3.5.2 Right Elevation

174


4.3.6

Sections

4.3.6.1 Longitudinal Section

4.3.6.2 Cross Section

175

Bibliography

Agriculture. (n.d.). In Free Dictionary. Retrieved from http://www.thefreedictionary.com/agriculture ArchDaily Barrett, C.; Mutambatsere, E. (2005). Agricultural Markets in developing countries. Cornell University, United States of America Build Operate Transfer. (n.d.). In Wikipedia. Retrieved from http://en.wikipedia.org/wiki/Build-operate-transfer Bureau of Lands, Province of Pampanga City Assessor ’s Office of City of San Fernando, Pampanga City Agricultural, Veterinary and Natural Resources Office of City of San Fernando, Pampanga City Economic and Enterprise Division of City of San Fernando, Pampanga City Engineer’s Office of City of San Fernando , Pampanga City Environment and Natural Resources Office of City of San Fernando, Pampanga City Planning and Development Coordinator’s Office of City of San Fernando, Pampanga

Commerce. (n.d.). In Free Dictionary. Retrieved from http://www.thefreedictionary.com/commerce Consumers. (n.d.). In Free Dictionary. Retrieved from http://www.thefreedictionary.com/CONSUMERS Department of Tourism Domestic. (n.d.). In Encarta Dictionaries. Available from Encarta 2009 software Entrepreneur. (n.d.). In Free Dictionary. Retrieved from http://www.thefreedictionary.com/entrepreneur

Fire Code of the Philippines

Fishery. (n.d.). In Free Dictionary. Retrieved from http://www.thefreedictionary.com/FISHERY Forestry. (n.d.). In Free Dictionary. Retrieved from http://www.thefreedictionary.com/FORESTRY Gina, S.; Raluca, D.C. (2009). THE IMPACT OF SHOPPING TOURISM ON THE FUTURE OF LEISURE SERVICES. Romanian American University, United States of America Gulati A.; Orden D.; Torero M. (2004). Agricultural Markets and the Rural Poor. Markets, Trade and Institutions Division, International Food Policy Research Institute, United States of America HLURB Application for Locational Clearance of Markets

Hypermarket. (n.d.). In Free Dictionary. Retrieved from http://www.thefreedictionary.com/HYPERMARKET International Building Code 2009

Livelihood. (n.d.). In Encarta Dictionaries. Available from Encarta 2009 software Loan. (n.d.). In Encarta Dictionaries. Available from Encarta 2009 software Marketing. (n.d.). In Encarta Dictionaries. Available from Encarta 2009 software Meat Inspection Code of the Philippines National Plumbing Code of the Philippines National Public Market Code of the Philippines

Outsource. (n.d.). In Encarta Dictionaries. Available from Encarta 2009 software Producers. (n.d.). In Encarta Dictionaries. Available from Encarta 2009 software Public Markets Organization and Management Retail Planning Guidelines

Supermarket. (n.d.). In Free Dictionary. Retrieved from http://www.thefreedictionary.com/SUPERMARKET

Tawaran. (n.d.). In Tagalog Dictionaries. Retrieved from http://www.bansa.org/dictionaries/tgl/?type=search&data=tawaran The Code on Sanitation of the Philippines

Trade. (n.d.). In Free Dictionary. Retrieved from http://www.thefreedictionary.com/trade Traders. (n.d.). In Free Dictionary. Retrieved from http://www.thefreedictionary.com/TRADERS Treasury Bond. (n.d.) In Encarta Dictionaries. Available from Encarta 2009 software Voz, V. (2005). National Building Code of the Philippinesand its revised implementing rules and regulations Wholesaler. (n.d.). In Free Dictionary. Retrieved from http://www.thefreedictionary.com/Wholesaler

Appendices

About the Author

Alonzo F. Nedic He was the 2004 and 2008 Valedictorian from Mary and Jesus School in Bustos, Bulacan. He pursued Bachelor of Science in Architecture with specialization in Project Construction Management at the Mapua Institute of Technology in Intramuros, Manila. While there, he was a consistent scholar of Mapua Institute of Technology Filipino – Chinese Alumni Association (MITFCAA) and an active student who joined and headed different school organizations including the Christian Brotherhood International (CBI) and United Architects of the Philippines Student Auxiliary (UAPSA) - Mapua Chapter where he became the A.Y. 2011 – 2012 Vice President for Internal Operations, developing plans and managing internal affairs for the organization. In addition, he was a modern architecture enthusiast who was inspired from simple and minimalist designs yet elegant and cozy.

Alonzo, Nedic Thesis

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