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Keong Saik Road A DINING EXPERIENCE WITH ME, VANESSA! An Analysis of Keong Saik Road Keong Saik Road’s speciality About Keong Saik Road Image of Keong Saik Road œ4th Must-Visit Destination in AsiaB Lonely Planet Guide, 2017 Map of Keong Saik Road Shophouses at Keong Saik Road • A one-way road • Links New Bridge Road and Neil Road • Famed for F&B outlets • Intersected by Kreta Ayer Road • And for colourful shophouses To Do’s At Keong Saik Road An enclave for chic food and beverage outlets, boutique hotels and offices. Amenities Fong Kee Coffee Shop Dining Beauty Upkeep Hotels & Boutiques Offices Cultural Places Miscellaneous Coffee shop and bistro F&B Heaven 12 10 8 6 4 2 0 Bars Cafes Eateries Bakeries Restaurants Miscellaneous Temple One of the many bars A karaoke bar A crowded coffeeshop The Working Capitol History Keong Saik Road 1926 1958: Policemen at scene of fatal gang fight Comprised of • Charcoal and grocery wholesalers • Coffeeshops Image of Tan Keong Saik • Incense retailers • Clan associations Named after Tan Keong Saik Rich merchants kept mistresses here Keong Saik Road’s Specialty Fun Fact! Brothels could be identified by a rectangular light box out front with red numbers on them Example of brothel identification Did You Know? Keong Saik Road was once a notorious red light district. 1940s – 1950s 1960s Mistress Avenue Full-Fleged Brothels A pipa Old Keong Saik Storefronts • Entertainment houses • Close proximity to Smith Street (a • Songstresses =Pei Pa Zai notorious red light district) • Asked for sexual services, • Patrons dwindled, inspections sometimes taken as second wives increased and mistresses • 4More premium’ as they had better girls Disgusting fact! Songstresses were aged usually between 16 to 20 1960s onwards 17A Keong Saik Road By Charmaine Leung Price Commission Dai Gu Liong Massage- $10 $2 $8 only Sex-only $20 $4 $16 Massage $30 $6 $24 and sexual services Prices of services 17A Keong Saik Road A personal story of a girl who was brought up in a brothel. She unfolds her version of Keong Saik Road where her mother, Koon, was running an entertainment business in the 1970s. Dai gu liong (big ladies) replaced pei pa zai as men’s apetite escalated 1990s Clean-Up Plan • A transformative plan by Urban Redevelopment Authority High-end tenants moved in Keong Saik Road today Modified for Several old shophouses commercial use High-end tenants were set up for sale Part of preservation Keong Saik Road’s Specialty The transformation of a notorious red-light district into Singapore’s poster child for a hip New Singapore. Keong Saik Road: Analysis 1 2 3 Survey Observations Accounts & Experiences Focus on two age groups: At Keong Saik Youths and Adults Interview and case studies Impressions & 1 Perceptions To understand people’s impressions of Keong Saik Road Survey Demographics 90 Responses Youths 67.8% 18 – 28 Adults 32.2% 29 – 40+ Below 18 19 - 22 23 - 28 29 - 35 36 - 40 Above 40 Impressions & 1 Perceptions Impressions Overall vibes & ambience Hangout Spot Culture & Heritage Popularity of Keong Saik Road History Art & Activities Landmarks & Location No previous knowledge 0 5 10 15 20 25 30 35 Yes No No, But Heard of It Impressions & 1 Perceptions What People Like About Keong Saik Road 100.00% 90.00% Taglines by News Outlets/Blogs 80.00% 70.00% Honeycombers 60.00% Hungrygowhere Hipster50.00% Visit Singapore F&B Trip Advisor Hangout40.00% Heaven Lady Iron Chef 30.00%4 Daniel Food Diary 7 20.00% The Straits Times 10.00% Asia One 0.00% Dining & Aesthetics Art & Activities Shopping Residents Others Drinks History 2 Influence on Perception Knowledge of Past Potential Future Visits Frequency of Visitors at Keong Saik Road No Yes Yes No Children Youths Adults Elderly Changed 3 Perceptions Future Activities Eat Hangout & walk around Take photos Family time Shopping Sightseeing Entertainment & Activities No interest 0 10 20 30 40 50 60 Changed 3 Perceptions Interview with Fei Initial Impression Changed Perception Bars and hipster cafes • Diversity, historic shophouses, temples of different for working adults religions • Unique: Shops are vastly different, hints of local culture and heritage • More activities to do Case Study: 4 Keong Saik Bakery Sor Hei Bun Demographics of Visitors 10 9 8 7 6 5 4 3 2 1 0 4:00 PM 5:00 PM 6:00 PM 7:00PM Keong Saik Bakery Children Youths Adults Elderly Case Study: 5 Urban Ventures Images of Urban Ventures Conclusion First impression: Place to hangout……………….10.00 Same perceptions as others ………………............15.00 Rich history and uniqueness .…………………… 30.00 Still remains celebrated and vibrant as ever ….……….. 50.00 Total: 105.00 GST and Service Charge is inclusive in the prices listed. Thank You!.
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