Artist rendition of Araneta City Cyberpark: A state-of-the-art office district with extensive shopping, dining and leisure choices. This P20-billion project is one of the largest office complexes in the metro with a combined floor area of over 500,000 square meters. —CONTRIBUTED PHOTOS
The pioneering business and lifestyle hub in Quezon City that used to be known as the Araneta Center has greatly transformed throughout the years, with changes accelerating over the past 10 years under the massive redevelopment program.
And this transformation was punctuated by a fitting name change: from Araneta Center, the residential, commercial and entertainment complex is now known as “Araneta City.”
The center was rebranded “Araneta City” in a glittery event held at Novotel Manila on Sept. 24 that took the spectators on a ride back to the district’s magnificent past, while recognizing the great strides its modernization has achieved.
Indeed, the Araneta City is looking forward while celebrating its past.
It may have undergone a facelift, but Araneta City did not lose its spirit, the vibrance that characterized the commercial and entertainment hub for over half a century.
This recognition is captured in its new tagline, “The City of Firsts.”
The launch heralded the district’s milestones, highlighted by the erection of what was once the biggest indoor stadium in Asia—the Araneta Coliseum—which witnessed some of the most memorable moments in Philippine history.
Filipinos had a taste of world-class action with “Thrilla in Manila,” which pitted Muhammad Ali against Joe Frazier, in 1975. The Philippines also celebrated the beauty and talent of its people through the Binibining Pilipinas pageant, first staged in the coliseum in 1964.
But the Araneta City, as a pioneering commercial district in the country, has also served as the hub that gave the Filipinos their first jobs, first entrepreneurial pursuits and even their first dates with their first love.
And through Fiesta Carnival, Filipino children also had their first taste of an amusement park.
In his presentation, Araneta City’s management committee chair Rowell Recinto highlighted the aggressive redevelopment that the hub had undertaken, which saw the establishment of the Manhattan Garden City residential district in 2011 in partnership with Megaworld Corp., the opening of the Gateway Tower in the award-winning Gateway Complex in 2013, and the inauguration of the first Novotel-branded hotel in the country in 2015.
The construction of the first Cyberpark in 2013 reflected the bullish economy, and the spike in employment generated by the flourishing business process outsourcing industry.
The Araneta Center Bus Port also modernized the public transportation system in the metro.
For decades, the Big Dome was the heart of the complex.
In 2015, the New Frontier Theater was shaken out of its dormancy to serve as an intimate performing arts venue to complement the Big Dome.
And the upward trajectory continues for Araneta City with the construction of a third Cyberpark building, and five more residential towers in the Manhattan Garden City.
The Araneta City will also take shopping and dining to the next level with the opening of Gateway Mall 2 next year.
It will be followed by the inauguration of the first Ibis Styles hotel in the Philippines in 2021.
“We knew that we will have to come to a rebranding because our activities over the past few years have been significantly changing what Araneta is and, more importantly, how it is experienced,” said Recinto in an email interview with the Inquirer.
With its rebranding, Araneta City wants to be known “as a place where one can have the experiences of life—working, living, celebrating, entertaining, connecting with others and many more,” he added.
Recinto confirms receiving positive response to the rebranding to Araneta City.
“It certainly generated excitement among merchants and clients,” he said.
“The transformation will continue for the next 10 years. There are still offices, shopping and residences to be built and services to be added so our friends will be able to have the experiences as we fulfill our status as a ‘City of Firsts,’” Recinto said.
To enhance the Araneta City experience, the Araneta City mobile app was launched.
The app, available for both Android and iPhone users, serves as a digital concierge bringing mobile users closer to Araneta City’s services and lifestyle offerings.
Through the app, users may find a list of Araneta City’s over 2,000 merchants, shops, clinics, restaurants and even offices, showing their locations, descriptions and contact information.
Mobile users may also use the app to reserve and buy tickets to bus trips, score access to the biggest events and concerts via Ticketnet, or book movies at the Gateway Cineplex or AliMall Cinemas.
Those using the mobile app may also earn points, which may be used to redeem special deals, promotions and prizes.
In his presentation, Recinto said, “we do not consider what we have built as mere buildings and structures. Ultimately, these places help us offer experiences of life—living, working, shopping, entertaining, dining, meeting, laughing, crying, celebrating, creating, relaxing, praying, getting engaged, getting married.”
He added: “It is this texture that makes us a place for personal experiences—a city so to speak. And all these in a place that is so familiar—just like an old friend.”