INTERVIEW WITH LEADING DEVELOPER RLC
'We always study the market: what it needs, wants, has and does not have’
Frederick D. Go, President and CEO of Robinson's Land Corporation (RLC), speaks about catering to the Filipino market at home and abroad, how his company is revolutionizing the concept of shopping malls, and what the future holds.
Where are the company's current major projects catering to the Filipinos living abroad?
We currently have two projects in Fort Bonifacio Global City and we are beginning on the third. We also have a venture in Woodsville in Paranaque City and a resort development in Tagaytay, all aimed at attracting Filipinos who are living in other countries.
How are you reaching the Filipino American market in the U.S.?
We have a coordinating office there, and we go on what we call property road shows which move around the United States regularly, as well as the rest of the world. About four times a year we try to visit the Filipino communities in the U.S. We are very successful there. The popularity of the Robinson name, perhaps due to our malls and numerous retail formats, makes quite a difference in overseas markets.
RLC's signature is that each commercial center in the chain is created from a vision, developed into a concept. How are you revolutionizing the mall concept?
That has always been answered on a case-to-case basis. Every time we go into a locality, we study the market: what the market needs, what the market wants, what it does and does not have. Every mall is a completely unique proposition. We pride ourselves on each mall that we build because no two are the same. Each is unique to the market it serves. The sector, however, is becoming more and more competitive, and we have to put even more planning Into every project. We also employ a lot of foreign consultants, mostly from the U.S. and Singapore, particularly for master planning, architecture and engineering.
WE ARE JUST GETTING STARTE
What has been your greatest satisfaction working for RLC so far?
I feel privileged to have built landmarks because they will last beyond my lifetime. I am a business development kind of guy; I like building things, especially from scratch. Before, we had only one shopping mall and one office building. Today we have 18 malls, five office buildings, dozens of residential condominiums and housing subdivisions, etc. It gives me a lot of satisfaction to have accomplished something that you can actually see and touch.
How would you explain the time that Filipino people spend in shopping malls?
I would say that for one, it's because of the absence of major national attractions like parks, lakes and lagoons. We do not have many of those in Metro Manila. Second is the weather. Filipinos find the shopping malls climate controlled and therefore more comfortable. We want our malls to be safe, secure, convenient and comfortable for all our patrons. They are quite big and thus quite complete, with restaurants, all types of services, supermarkets, and appliance stores etc. They are a one-stop shop.
Is there a final message you would like to pass on?
The Philippines is on the right path, a trend that I see continuing for along time. The government is really making a big push in marketing the nation as a retirement destination. The quality of life here is really excellent, and our company is taking advantage of this time to provide the real estate to make this happen. In a few more years, you will see why the Philippines is the world's preferred retirement destination.