REV-BLOOM BAGUIO (REV UP, REVIVE, REVISIT, REVITALIZE) The Baguio City Urban Rehabilitation Tourism Campaign CONCEPTUAL PLAN

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1 REV-BLOOM BAGUIO (REV UP, REVIVE, REVISIT, REVITALIZE) The Baguio City Urban Rehabilitation Tourism Campaign BACKGROUND/RATIONALE CONCEPTUAL PLAN The urban problems affecting Baguio City today rapid population growth, uncontrolled migration, informal settlements and slums, poorly managed land use and allocation, heavy traffic, soil erosion, immense garbage and waste, flooding and pollution apparently have taken their toll on the city s overall stature and are severely affecting the city s most important sector: TOURISM. True enough, such urban maladies continue to scar the complexion of this popular tourism destination in North Philippines, bringing forth the question if the city s appellation as the country s Summer Capital and Flower City of the North still hold ground. As the national line agency directly involved in tourism planning, coordination, marketing and implementation, and in line with the directive of President Benigno S. Aquino III for a national Technical Working Group to formulate a comprehensive plan for the redevelopment of Baguio City, the Department of Tourism-Cordillera Administrative Region is adopting a pro-active stance in developing and implementing tourism projects geared towards improving Baguio s tourism competitiveness, all with the end-in-view of reestablishing the city s reputation as the vacation capital in the North. For 2015, the Department is launching an aggressive tourism initiative to be known as REV-BLOOM BAGUIO, an urban rehabilitation tourism campaign that encompasses immediate, practical and long-term responses to the growing tourism unpleasantness of Baguio City. As a tourism drive, REV-BLOOM BAGUIO connotes the objective to REV UP, REVIVE, REVISIT, and REVITALIZE the City through the implementation of projects that would instigate the reblooming of Baguio into a sustainable Mountain Resort City a place where tourism or vacationing is a pleasant and unforgettable experience. In partnership with private and public sector counterparts, DOT-CAR will be spearheading the REV-BLOOM BAGUIO tourism campaign and action plans will be formulated to implement long-term solutions to the continuing urban problems of Baguio City. These solutions are anchored on the concepts of urban renewal, living environment and sustainable communities. It is hoped that through this campaign initiative, the synergy created from the collaboration of the various tourism stakeholders would bring about a fresh revival of the Summer Capital City. 1

2 GOALS AND OBJECTIVES 1. To identify appropriate framework and strategies that should be adopted to implement a sustainable urban renewal tourism program for Baguio City; 2. To identify programs and projects that could be implemented in the shortterm and in the medium and long-term to initiate an urban renewal tourism program for Baguio City and its immediate environs; 3. To provide an overall direction for tourism development in Baguio City anchored on sustainable tourism and urban renewal. CONCEPTUAL FRAMEWORK Renewed and Sustainable Urban Tourism Landscape STRATEGIC INTERVENTIONS SOFTSCAPE Regreening and Reblooming Projects HARDSCAPE Infrastructure Development for Mountain Resort City Sustainable Destination Planning and Management Sustainable Destination Development Sustainable Destination Marketing and Promotion 2

3 Sustainable Destination Planning and Management- strategies and practices that facilitate balanced, sustainable administration and management of the destination. Sustainable Destination Development- the type, style and level of tourism that contributes to the social, cultural, political and environmental sustainability of a place to live, to work and to visit. Sustainable Destination Development- the promotion of tourism both within and outside the destination to attract and influence appropriate visitors DEVELOPMENT PRINCIPLES 1. Establish a Long-Term Vision 2. Design for People 3. Conserve Cultural Heritage 4. Create Integrated Networks (Infrastructure, Pedestrian, and Green Networks) 5. Optimize Land Use/City Planning 6. Vitalize Public Space 7. Foster Collaboration 8. Build Healthy and Sustainable Communities 9. Integrate Economic Development 10. Promote Diversity Anchored on Aesthetic Balance DEVELOPMENT STRATEGIES 1. Implementation of short-term/immediate plan that hinges on the rehabilitation of Baguio City with the umbrella objective to regreen and rebloom Baguio and its immediate environs. 2. Implementation of medium- and long-term programs/projects/activities anchored on the proposed declaration of Baguio as a Mountain Resort City. DEVELOPMENT INTERVENTIONS (PROGRAMS AND PROJECTS) I. Short Term/Immediate Impact Project: Baguio City Regreening and Reblooming Project 2015 Description: The project is DOT-CAR s immediate response on the need to rehabilitate the tourism image of Baguio City through the adoption and implementation of specific and practicable activities that are seen to rebloom and regreen Baguio and its immediate environs (such as La Trinidad, Itogon, Sablan, Tuba and Tublay in Benguet). To ensure that the project would be sustainable and participatory, project components shall aim to involve major stakeholders down to the barangay level, from the planning until the implementation stage. 3

4 More than a beautification project and floral make-over, the Baguio City Regreening and Reblooming Project 2015 aims to create a general ambience that exudes a season of blooming which would ultimately bring back the image of Baguio City as the Flower City of the North. As millions of various flowers are planted along Baguio s major thoroughfares, as fresh blossoms adorn key entry points to the city, as extensive floral displays become visible to everyone visiting Baguio City, it is also hoped that visitors would experience a sense of arrival, one key element to encourage repeat visits and/or extend visitor stay. Purpose: In general, the project aims to re-create the city s image as a year-round city of flowers and ornamentals and to foster a living environment that will enhance the over-all image of Baguio City as the Summer & Vacation Capital of the Philippines. Project Components: As a massive image-building and beautification drive, the project will have the following components: 1. Adopt-a-Plant Convergence Project. As a kick-off activity for the campaign, this program aims to improve indoor and outdoor air quality in Baguio while enhancing the City s general ambience as flower-laden destination. The project will directly involve community participation as barangay households, classrooms, business establishments, religious institutions and all tourism stakeholders in Baguio will be encouraged to adopt an indoor or outdoor flowering plant in their own areas of jurisdiction. It is recommended to adopt one plant for every 100 square feet of living space to improve air quality and to provide aesthetics. A ready-to-hang Certificate of Adoption will be given by DOT to participating households, groups or entities to signify their involvement in the project. 2. Adopt-a-Roadside Greening Project. This activity aims to create a high-impact beautification of roadsides along the major thoroughfares of Baguio City (e.g. DOT Compound and Governor Park Road) through the adoption of appropriate landscape designs and planting of ornamentals and flowers. It likewise aims to sustain the beautification of Baguio City s roadsides through the adoption of applicable systems and mechanisms that will protect, preserve and enhance the beautification initiatives. Specifically, the project shall entail the following: 1) Provision of concrete roadside plant boxes that will serve as planting spots for flowers and ornamentals; 2) Planting and 4

5 maintenance of attractive and appealing endemic species of flowers and ornamentals that also promote bio-diversity; 3) Provision and installation of decorative landscaping materials/items along the identified sites; and 4) Maintenance of ornaments/plants and landscape items. In coordination with the City Environment and Parks Management Office of the City Government of Baguio, the DOT-CAR plans to manage the identified thoroughfares through an adoption program that will be formalized through a Memorandum of Agreement with concerned agencies and institutions. To ensure that the project will be better sustained, government agencies, academic institutions and private establishments whose office locations are nearest to the identified roadsides will be tapped to implement the project through an Adopt-a-Roadside scheme. The concerned entities acting as sponsors will be responsible for the implementation and maintenance of the floral landscape in their respective areas. 3. Gateway Flower Landscaping. Borne out of a series of consultations, the competition is to be launched in line with the on-going effort to enhance Baguio s image as the ultimate flower destination in the country, a campaign that targets to increase visitor arrivals all throughout the year. This could be made as an annual component of Panagbenga, Baguio City s famous Flower Festival. The competition will be open to all barangays along Baguio s three entryways, namely, Kennon Road, Naguillian Road and Marcos Highway. Activities include the planting and showcasing of various flowers along the designated coverage areas of the barangays, with arrangements and displays open to the creativity and resourcefulness of participants. Various flower growers will be tapped to adopt a barangay and work out a way by which these flower growers may sell their products. Critical to the success of the competition is the availability of prizes to be given to the winners to encourage the active and full participation of barangays along the identified gateways. 4. Adopt-a-Rotunda/Island Project. The presence of rotundas/islands along major thoroughfares generally could give a dramatic effect to Baguio City to convey freshness, energy and life. It is thus highly encouraged that fountains be set up in strategic rotundas/islands in the city s roads and other open spaces. To provide for funding for the development and maintenance of rotundas, big private 5

6 corporations operating in Baguio City will be requested to adopt a rotunda as part of their Corporate Social Responsibility initiatives. The rotundas will feature fountains that will be of the kinds that are very appealing to the public, such as Splash pad or spray pool and musical fountains. 5. Campaign for the Promotion of Green Architecture. Green architecture, or green design, is an approach to building that minimizes harmful effects on human health and the environment. The campaign is an attempt to promote green architecture as one of the sustainable strategies that should be adopted in Baguio to mitigate the negative impacts of urban overdevelopment and climate change. a. Development of Green Buildings. Green buildings optimize natural light and ventilation and reduce energy and water consumption. A massive campaign will be launched for the development of green buildings in Baguio City that takes into consideration the following: Ventilation systems designed for efficient heating and cooling Energy-efficient lighting and appliances Water-saving plumbing fixtures Landscapes planned to maximize passive solar energy Minimal harm to the natural habitat Alternate power sources such as solar power or wind power Non-synthetic, non-toxic materials Locally-obtained woods and stone Responsibly-harvested woods Adaptive reuse of older buildings Use of recycled architectural salvage Efficient use of space b. Maintenance and Development of More Open Green Spaces. In an urban setting, these are open areas filled with greenery that help to improve air quality, reduce heat, help mitigate flood risk and provide pleasant environments for people to enjoy. Efforts should be directed towards the development and maintenance of more open green spaces right at the heart of Baguio City for the benefits that these can provide: recreation, ecology and aesthetic value. 6

7 II. Medium- to Long- Term/Strategic Projects: 1. Formulation of an Environmentally Sustainable Traffic Management System- With the present traffic condition of the city characterized by worsening traffic congestion and smoke pollution, a sustainable traffic management system must be drawn up in line with the declaration of Baguio as a Garden Resort City. Such should aim to develop and mainstream environmentally sustainable transport strategies that are sensitive to future development scenarios such as vehicle growth, level of urbanization, population density and urban growth. A traffic impact study shall be required as part of the Area Plan, to project auto traffic generated by the uses proposed. The sustainable road management system should aim to adopt the following strategies: a. Decongestion of the Central Business District; b. Promotion of public transport, particularly mass transport (such as bus shuttles); c. Promotion of walking and cycling as effective modes of transport; d. Provision of facilities for walking and cycling; e. Designation of vehicle-free zones; f. Incorporation of green architecture principles in the design of transport infrastructure; g. Promotion on the use of green fuels or energy sources for vehicles. 2. Development of Environmentally-Sustainable Integrated Mass Rapid Transport System. The development of Baguio Resort City must take into serious consideration mass transit (also called mass transportation) the movement of people within urban areas using group travel technologies such as buses and trains. This makes it possible to move people in the same travel corridor with greater efficiency, which can lead to lower costs to carry each person or the opportunity for the people to spend more money and to provide better service. Further studies should be made to determine the feasibility and technical viability, as well as the design and possible location, for the proposed mass rapid transport projects, yet the experience of other cities which adopted the said transport system gives a promising opportunity that Baguio City must consider in determining the most appropriate infrastructure transport facilities to be built in the resort city. 7

8 a. Overhead Monorail Along Perimeter Radius of the City. As a mass transit method, monorails have proven efficiency and safety records. The monorail guideway can be constructed to be an enhancement rather than a detriment to the environment. The assumption is that monorails are efficient, safe, cost-effective, environment-friendly and do not spoil the urban landscape. Elevated monorails effectively utilize the space above roads and penetrate into developments. Monorails are normally straddle type, rubber tyres on narrow concrete/steel guideways supported on concrete/steel columns. They are visually more acceptable than heavy rail viaducts and bridges. Monorail systems are fully automatic (i.e. driverless) with trains on 2-car to 8-car formation and selfpropelled by electric motors. Typical system capacity is about 190 persons per car. Monorails are said to be environment-friendly. Station architecture can be easily designed to match the surrounding environment. The alignment space needed for monorail is small but is big enough for landscaping. For several environmentally sensitive areas in Baguio City, pylons could be enhanced with green mirrored panels, reflective metal framing and marble-coated bases. While this may seem to be an extravagant addition, it will not add much to the capital cost of the system but will add greatly to the aesthetics of the track. With some creativity, system designers can make a monorail design that can enliven an environment. b. Urban Cable Car. Cable transport is cost-effective, environmentally friendly, safe and requires little infrastructure. It is particularly suitable for crossing natural obstacles such as rivers or scaling hills, there being no need for expensive engineering work. Over an equivalent distance a cable link costs half as much as a tram line, and some models can carry up to 8,000 passengers an hour. 8

9 Cable cars are gradually taking root in highly-urbanized cities, and the list of cities equipped with a cable car is growing longer every day. The cloud-kissing people-mover is set to become the world's largest network of urban ropeways. The hope is that the gondolas will ease some of the terrible congestion in the country's urban areas. Cheaper than terrestrial fixed guideway transit and quicker to build, the gondola is finally taking its rightful place in the urban landscape. It is the fastest growing transportation method in the world. The safe, environmentally friendly and convenient new public transport system reduces CO2 and other greenhouse gases and improves the air quality of the city. In 2002, a pre-feasibility study was conducted by the Japan Transport Cooperation Association and the Pacific Consultants International entitled Public Transportation Syatem of Baguio- La Trinidad and Ropeway System for Eco-Tourism Areas. The recommendations of this study should be considered if the plan for the development of cable cars in Baguio City will be pursued. c. Bus Shuttles. A shuttle bus service is a public transport bus service designed to quickly transport people between two points. Such a bus will 'shuttle backwards and forwards between the two points, normally without any intermediate stops and with a high frequency of trips. In adopting a bus shuttle system to move people in Baguio City, strategic drop-off and pick-up points should be identified to better serve the purpose of decongesting the city s Central Business District. 9

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