HEARTLAND shops in the once sleepy neighbourhood centre of Sunset Way have undergone a bold transformation to become Singapore’s next hot dining spot.

EARTLAND shops in the once sleepy neighbourhood centre of Sunset Way have undergone a bold transformation to become Singapore’s next hot dining spot.

Not long ago, these 50 or so Housing Board (HDB) shops were almost forgotten as a number of struggling businesses took a payout to leave. Now, the area is buzzing with new life, as crowds throng trendy new wine shops, cafes, pubs and restaurants - all in a relaxed, alfresco setting.

Sunset Way’s new look will only get better: its town council and the HDB will pump in another $1.5 million to complete its makeover, said Mr Andrew Lim, chairman of the Sunset Way Trades Association (SWTA).

The estate is fast challenging hot spots such as Holland Village and Dempsey Road, due to its lush greenery and charm - and much cheaper rental prices for retailers.

Some new food and beverage retailers told The Straits Times they looked at Tanglin Village before settling on Sunset Way, forking out an average $250,000 to set up shop.

One tenant, who did not want to be named, said he was paying rent of about $5.50 per sq ft (psf).

That is far cheaper than the rent at Holland Village of $15 psf, and those at Tanglin Village of about $8 to $10 psf, as well as nearby Rochester Park of about $12 psf, estimated Sunset Way’s master tenant, Mr Victor Koh of Circles International Solutions. ‘I did my research before deciding on the prices here. It’s important to be affordable when the estate’s just starting again.’

The rejuvenated HDB neighbourhood centre - comprising about 50 shops from Block 105 to 109 in Clementi - is the first success story under the HDB’s Restructuring Programme for Shops.

Launched in 2005, it gives struggling retailers in a location a way out with an ex-gratia $60,000 payment if more than half opted to quit.

This trigger point was revised recently to 30 per cent.

When over half the retailers at Sunset Way’s Block 106 quit two years ago, the remaining business faltered as crowds thinned out.

Under the scheme, HDB converts the empty shops into spaces for communal uses.

But Sunset Way’s potential was too good to ignore.

Shopkeepers began talks with HDB and the ward’s MP, Mr Christopher de Souza, to save the centre.Outlets that have seized the opportunity include steak house Grill-Out, a cafe specialising in New Zealand wine and food, and a bistro, peaberry & pretzel.

Even Rocky’s Pizza is back. It was synonymous with the area for 15 years before it was edged out by a new condo. Owner Daniel Cooley decided to return as soon as he learnt of a vacancy.

Resident Madam Celestine Yuan, 35, is pleased. ‘Now I don’t have to go far to get a unique, casual yet sophisticated dining experience.’

Mr de Souza said Sunset Way paves the way for more HDB estates to revamp themselves. ‘This involves very careful consideration of the area’s trade mix and different ways to attract crowds.’

He has been invited to officially open the revamped centre next month. Shopkeepers will soon launch a marketing campaign to raise its profile.

‘Now I don’t have to go far to get a unique, casual yet sophisticated dining experience.’

MADAM YUAN, a resident of Sunset Way

‘Business is already booming, and hardly anyone knows about us yet.’ MR COOLEY, owner of Rocky’s Pizza

Source : Straits Times - 30 Aug 2007