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Executive Summary

Project title: The Escolta Revival Project


Project location: Escolta Street, City of Manila, Philippines
Project dates: March May 2015
Project contact information:

Contact number: +63917-513-4961 (Clara)


Facebook: http://www.facebook.com/EscoltaOfficial
Email: exploreescolta@gmail.com

Project members - c/o Heritage Conservation Society-Youth

Clara Buenconsejo
Lem Leal Santiago
Stephen John Pamorada
Johhan Joseph Ararao

Implementing partners:

Escolta Commercial Association, Inc. (ECAI)


Heritage Conservation Society-Youth (HCS-Y)
Heritage Conservation Society-University of Santo Tomas (HCS-UST)
Pasig River Rehabilitation Committee (PRRC)
Metro Manila Development Authority (MMDA)
PMI Colleges
FEATI University

Amount of funding requested: 1998.7 USD

THE ESCOLTA
REVIVAL PROJECT
Escolta Street, City of Manila, Philippines

Introduction
Isnt that street dead? Is it safe there? Wheres that?
These are often the first reactions of people when asked about Escolta Street. Yes, its a shame,
considering its rich past as Manilas first business and commercial district, its first high street.
Yet people cannot be blamed for having this perspective. After all, they are basing it on truth.
For starters, there are numerous vagrants who end up sleeping on Escoltas streets every night.
The once pristine Pasig River now has pitch-black waters. Streetlights and other basic
infrastructure are absent.
How, then, can Escolta compete with other business districts in attracting businessesmany of
whom used to have their headquarters here before? Without those businesses, the owners of
the heritage buildings in the area are hard-pressed to shell out funds for the structures upkeep.
This is especially since incentives for businesses in the heritage zone are still being debated
upon by the city government. And the fact that many of the younger generation has simply
forgotten about the area complicates matters.
These are the challenges that we face in the area today. And these are the challenges that
were willing to face head-on.
The Escolta Revival Project aims to approach the concept of heritage conservation in a more
holistic manner. While its core mission is still to preserve the built heritage of the street, this
cannot be achieved by working in a bubble. The project then aims to normalize the idea that
heritage conservation should be part of urban development; a concept sorely absent from
Manila. And that urban development must, in some way, address the basic needs of the citys
residents.
As a building owner pointedly said once, We cannot live on heritage alone. Hopefully, with its
range of activities, the project can address the needs of the communitys different sectors.
After all, heritage is people.

Community Background
With Escoltas long and colourful past, there are many stakeholders that are either actively
involved or have a degree of involvement in the area. Here they are, both from the private and
public sector:
The Escolta Revival Movement - Private, Non-Government Organizations
Escolta Commercial Association, Inc. (ECAI)
Founded in 1993, ECAI is at the forefront of efforts to revive the district. Composed of building
and business owners from the district, the association primarily focuses on the areas day-today operations. Initiatives include improving the peace and order situation in the neighborhood
with the cooperation of the barangay.
Heritage Conservation Society - Youth (HCS-Y)
As the youth arm of the Heritage Conservation Society (HCS), this organization aims to raise
awareness and promote the preservation of the Philippines built heritage among the younger
generation. Its members played an important role in the declaration of Escolta as a heritage
district by providing the documentation needed by the National Historical Commission of the
Philippines.
Various HCS-Y activities were also based in Escolta, such as a tie-up with the University of the
Philippines - Asian Institute of Tourism for their National Service Training Program (NSTP). This
previous iteration of the NSTP will form the basis for this current program.
98B
Founded in 2012, this independent artist group aims to democratize art and make it more
accessible. This is in order to foster a dynamic, creative community in the heart of the metro.
International Council for Monuments and Sites (ICOMOS)
Through Arch. Dominic Galicia, Philippine Representative, the council has offered its guidance
and assistance in the revival efforts. This ensures that all heritage structures in Escolta will be
properly restored according to national and international guidelines.
Dynamic Teen Company (DTC) under negotiations
Led by 2009 CNN Hero of the Year Efren Penaflorida, this group has the aims to reduce poverty
by educating street children. They have done this by equipping an ordinary wooden pushcart
with books, school supplies, and other educational materials and training volunteers as
teachers.

Government
Barangay and City Government
In the Philippines, the local government operates at various levels, starting with the Barangay
(can be roughly equated to the Kampung of Malaysia and Indonesia). The Barangay, in turn,
reports to the City level. By coordinating and engaging with these two levels of government, the
Escolta Revival Project hopes to improve infrastructure plus peace and order in the area.
Metro Manila Development Authority (MMDA)
With the reopening of the Pasig River Ferry Service, the national agency has also lent its support
for the revival of the district. Currently, its Escolta station is one of the busiest stops, with
ferryboat riders using it as a jump-off point to Binondo and Divisoria. They also maintain a flood
control station at the foot of Jones Bridge, located at the western end of the street.
Pasig River Rehabilitation Committee (PRRC)
The history and revival of Escolta cannot be separated from the rehabilitation of the Pasig River.
This is especially since the Estero de la Reina, one of the major waterways leading to the river,
is found inside the heritage district. Hence the partnership with the PRRC to help rehabilitate
this waterway, aiming to look for long-term solutions to ensure the river is revived along with
the district.
Academe
Talks are still ongoing with these respective schools; arrangements may change in the future
PMI Colleges
One of the biggest maritime schools in the country. Before moving to its current campus in Sta.
Cruz, the colleges old headquarters on David Street, which intersects Escolta.
FEATI University
Located just a stones throw away from Escolta. First established as an aviation school, it now
offers a variety of courses, including architecture, engineering, and fine arts.
Informal Settlers The Challenge
Last but not the least are the informal settlers along Escolta Street. Previously, they were not
consulted nor even considered part of the community by the building and business owners. As
such, efforts focused on simply keeping them away, instead of a more sustainable program
wherein they are trained to be more productive citizens of Manila. Hence, there is a pressing
need to educate them for the benefit of the city in the long term.

Ongoing Projects
Here is a list of ongoing projects in Escolta:
Saturday Market by 98B
Held once a month at the ground floor of the First United Building, this bazaar features a range
of vintage goods plus arts and crafts from independent, up-and-coming artists.
#selfiEscolta Tours by ECAI and HCS-Y
This walking tour, first launched during the #selfiEscolta: Manila Street Heritage Festival last
July 5, takes tourists around the district. Here, they will get the privilege of riding one of the
oldest working elevators in the metro, visit the Calvo Museum, access exclusive parts of
Escoltas heritage buildings, and more.
Peace, Order, and Security (POS) Group by ECAI
By mobilizing and engaging existing security guards for buildings, a multiplier security force is
created to augment the lack of police visibility in the area. This will help maintain peace and
order and deter crime.

Addressing the Gaps


While these ongoing projects have started to bring life into the area, many other challenges
have not been fully addressed yet. For example, the last consultation with the city government
has uncovered the lack of plans to deal with the informal settlers in the area, and the lack of
data to create these plans. These informal settlers, in turn, have been blamed for littering and
petty crimes that have dissuaded business owners from setting up shop in the area.
Through this project, the group aims to achieve the following:
-

Engage with other non-government organizations that may be able to provide these
services, while waiting for actual government support
Compel the local government, both at barangay and city levels, to address these needs
At the same time, raise awareness of the plight of the street

Project overview
Vision
As its name suggests, the Escolta Revival Project aims to restore the old glory of the Queen of
Manilas Streets. This is through engaging all stakeholders in the area, especially the youth, to
create a sustainable business district that has not lost its sense of history.
Objectives
The project has several objectives:
-

Create awareness among the youth about the role of Escolta Street and the surrounding
area in the countrys history, and how it relates to their everyday life
Improve engagement with different stakeholders in the area
Create a website with information about Escolta, with everything about the business
establishments in the area to the history of the street
Collect more data about the informal settlers in the area
Using that data, create and implement a program to educate and empower them

Target Audience
The project primarily targets the youth. However, it remains open to all those who are
interested in contributing to the project; in a way, this openness will serve as a bridge between
generations, united by one passion.
Project Details
Project Design and Budget Proposal
The project was originally conceptualized as part of the National Service Training Program
(NSTP), a mandatory community service program for tertiary-level students. The NSTP, which is
organized by the college or university, usually runs per semester (first semester from June to
October; second semester from November to March).
However, owing to the timeframe set by AYVPthe last date of implementation should be on
May 2015the project has to be modified. Since it will fall during the summer break, the
project will be also opened to those looking for internships and on-the-job training. These
internships, which are usually exchanged for academic credits and hence are not required to be
paid, will be certified by ECAI as the employer.
The program will also encourage the development of soft skills among its participants. For
example, the collection of data will hone the interview skills of students.
The proposed timeline and budget for the project will then be as follows:

Activity

Length

Phase 1: Pre-Implementation
Recruitment of
1 month
students, volunteers (March)
Survey of informal
settlers

1 week
(March)

Student-teacher
training

1 week
(March)

Phase 2: Program Introduction


Orientation
1 day

#selfiEscolta tour

1 day

Description

Point Persons /
Organizations

Resources
Needed

Cost

Online and on ground promotion for


the project to encourage students and
other volunteers to sign up
Together with the NGO Dynamic Teen
Company (DTC), a survey of informal
settlers will be conducted to collect
data
DTC will also train students on the
proper methods of teaching street
children

HCS-Y, schools

Posters for social


media and print

1 USD for around 2


color posters

HCS-Y, DTC,
Barangay

Questionnaires

1 USD for
photocopying50
pcs questionnaires

HCS-Y, DTC

Training
materials, snacks,
drinks

60 USD food and


drinks for 30
people

Give students a rundown of the entire


program

HCS-Y, ECAI

Tour to teach students about the rich


heritage of the area. Inaugurated
during the #selfiEscolta event last July
5.

HCS-Y, ECAI,
Barangay

Venue for
orientation,
snacks, drinks
Snacks, drinks

100 USD food and


drinks for 50
people
100 USD food and
drinks for 50
people

Teaching
materials, books,
school supplies,
food and drinks

80 USD food and


drinks for 40
people per session.
30 childrens books
for 40 USD. School
supplies for 35
USD.
Scale model
materials (boards,

Phase 3: Program Implementation


Outreach with
2 months, 1
Dynamic Teen
day per week
Company
(April-May)

Students will be trained as teachers


for the weekend classes targeting
street children in the area.

Creation of Escolta
scale models

Architecture students will create a


scale model of the buildings in

2 months
(April May)

HCS-Y, HCS-UST

Blueprints of
heritage

Escolta, for display in the Calvo


Museum and/or the Dolphy Room

Collection of data
for website

1 month
(April)

Encoding of data for


website

1 month
(May)

Pasig River Seminar


and Cleanup

Culminating Activity

Sub-total costs
Contingency (10%)
TOTAL

buildings,
materials for
scale models,
snacks

Armed with a pre-prepared form,


students will be asked to go door-todoor in Escolta. They will collect
information about the businesses in
the area, which will be then posted on
the website.
Volunteers will be tasked to encode
the data they gathered from
interviews to upload on the website

HCS-Y,
volunteers

Questionnaire for
business owners,
website hosting

HCS-Y,
volunteers

1 day

Teach community and students why


keeping Pasig River clean is
important, symbolic cleanup activity
to emphasize message

HCS-Y, ECAI,
PRRC, MMDA,
Barangay

Use computer lab


at schools, if
students dont
have own PCs
Snacks, drinks,
cleaning
equipment

1 day (May)

A graduation ceremony of sorts for


those who have completed x number
of hours in the program, and also to
mark the end of summer/start of
school year

HCS-Y, ECAI

Snacks, drinks

adhesives, etc.)
USD 150 to 200 per
building; 2
buildings. 60 USD
food and drinks for
30 people
1 USD for
photocopying50
pcs questionnaires,
100 USD for 2 years
of website hosting
subscription

100 USD food and


drinks for 50
people. 30 USD for
brooms, sacks,
gloves.
100 USD food and
drinks for 50
people

1817 USD
181.7 USD
1998.7 USD

Sustainability
Sustainability for the program will not be an issue. When it comes to manpower, there will
always be a steady supply of students who can volunteer or work as interns for the project. This
program can be expanded to include other universities and colleges throughout the city.
Many of the activities can be also easily scaled. The PRRCs involvement can be expanded into
the long term, similar to their project in Paco, Manila that included the resettlement of
residents. The classes for street children, in coordination with DTC, can be continued well into
the school year. And even the website should be refreshed at least once every quarter, to keep
information about the businesses in the area fresh.
Meanwhile, the scale models created during the initial program will be a permanent exhibit in
the museums. Students will be cited for their work; schools will be asked to consider the hours
spent on making the scale models as part of coursework.

AYVP Competencies
ASEAN Identity
The ASEAN Identity will be explored by comparing Escolta to the state of other similar sites in
the region. For example, many centers of commerce in the Southeast Asian region sprung up on
the banks of a river, like Manila. Other initiatives, such as 98Bs Project Glocal that involved
artists around the region, will be also discussed.
Gender Equity
The Escolta Revival Project is committed to promoting equal opportunities for all genders.
Instead of looking at it strictly from a male versus female perspective, the project aims to be
also more inclusive for members coming from the LGBT sector. Hence, while a male-to-female
ratio may not be strictly followedvolunteers will be judged according to their skills, not their
sexthe project will employ gender-neutral practices.
Youth Leadership
With HCS-Y at the helm, and its focus on college students and youth groups, the emphasis on
youth leadership is strong in the program.

Risk Assessment
Several contingencies have been set in place to ensure the success of the program. First is
school participation. Since negotiations with PMI Colleges and FEATI University are still ongoing,
a list of other school partners in Manila have been also drawn up just in case talks collapse.
School organizations have been also tapped to supply manpower.
For funding, a list of potential sponsors from the private sector have been also drawn up. These
include small businesses in the area that are willing to sponsor snacks and drinks for the
activities, for a true community-based effort. Previous #selfiEscolta event sponsors, such as
McDonalds and Smart Telecommunications, may be also tapped again as part of their CSR
efforts.

Evaluation
All participants in the programstudents, informal settlers, other stakeholderswill be asked
to complete a questionnaire at the end of the program. This is to evaluate what theyve learned
and how the past activities will be improved. Meanwhile, a month after the website is
launched, businesses will be polled to check if this improvement in the online presence has
translated into better sales.
A weekly meeting between ECAI, HCS-Y, and other stakeholders is also held every Thursday.
Updates for the project are to be presented at these meetings.

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