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SM’s sleek new arena a strategic shift in Sy family’s vision


The Sy family has outdone itself for more than a quarter of a century with successively bigger malls, wider movie screens and cheaper bargains. Their philosophy of providing as enjoyable an experience as possible to as many people as possible has served them well: SM Investments is now the third largest corporation in the Philippines, according to Forbes’ Global 2000 List. But while the sheer scope of SM’s projects is admirable, casting such a wide net can leave the consumer feeling a little cold. The curation of shopping and dining experiences that transcended the sum of their parts rested with more exclusive malls.

The MOA Arena will feature a hardcourt of NBA standards.
Not anymore. MOA Arena, set to open its doors on May 21 for Lady Gaga’s “Born This Way Ball” tour, represents a significant shift in SM’s thinking. ”Experience” is the key word here: rather than being just a bullet list of impressive numbers, the bulk of the arena’s selling points directly contributes to a better experience for people of every stripe. “From the beginning, the Sy family was very conscious about bringing in a world-class venue like this one. So we engaged designers from the US, from the structure down to the interior,” explains Edgar Tejerero, Senior Vice President of the Sy-owned West Avenue Theatres Corp., at a recent media event to show off the new arena. Arquitectonica, a Miami-based firm, created MOA Arena’s signature eye shape. While the puns are already being coined - “eye-con” is featured prominently on press freebies - the building’s slick design ensures that it won’t be called an eyesore (an accusation levelled at some of SM’s boxier malls). Inside the arena, hundreds of craftsmen stress-test elevators, paint walls and polish chrome in anticipation of the upcoming concert. Lady Gaga songs relentlessly pour out of the arena’s speaker systems, as if to remind everyone of what’s at stake. While it won’t operate at 100% capacity for the American pop icon (the grand opening isn’t until June 16th), MOA Arena officials stress that the core experience will be intact for Gaga’s legions of fans. The biggest indicator that SM really has its sights set on a universally upscale experience is in the seating allocation. “You'll notice,” explains Tejerero, "that our lower box and patron seats take up about 60% of capacity, compared to other venues where their upper box and general admission is about 70% of seating capacity." While lower box seats are undoubtedly more expensive, the fact that the lower box holds double the typical capacity means that volume will help offset the ticket cost.  While closer seats are good news for the common man, corporate suites are great news for the uncommonly rich man. MOA Arena boasts 31 long-term lease suites and 10 per-event suites, all located on the middle level of the arena. They’re decked out with sofas, mini-bars, private seats, and best of all, a dedicated CR (no more missing half the show because of a nature call). That the suites are located not in the nosebleeds (as is common in western countries) but in prime lower box real estate is telling: special care was taken to ensure that the people who spend the most need not bring binoculars to see Gaga’s ornate body decor. The view from the box suites is breathtaking: one can take in the whole arena at a glance, from the entirety of the crowd to the performers. This panoramic view prevents the box suites from feeling too isolated. It’s a tricky balancing act to both engage the patron in the festivities while maintaining a high level of comfort, and one that MOA Arena pulls off expertly. This attention to engagement trickles even into the upper box. In most stadiums, the more modest seats can feel like a cheat because it’s near-impossible to see what’s happening on the stage and court. In MOA Arena, they’ve addressed that problem architecturally by having the seats rise up more than fall back. A patron in the upper box will find himself reasonably close to the action, which is a boon for people who want a spectacle but might not want to empty their wallets for one. But what’s a show without dinner? There will be a wide range of food available, from snacking mainstays like Krispy Kreme and Starbucks to unique experiences like the NBA Cafe (first of its kind outside the US) to Pit Stop by Yellow Cab Pizza Co. (which created an entirely new menu specifically for MOA Arena). If you’re lucky enough to find yourself in a corporate suite, you’ll also be lucky enough to find fine dining. “On the third level is a restaurant that will serve the corporate suites and the arena club members,” says Mr. Tejerero. A research trip to the US ensured that no expense was spared on bells and whistles. “At first, the design called for only one [LED] ribbon on the third level,” says Mr. Tejerero. “But when Mr. Sy saw the Amway Center, he decided to have two. So what they can bring to Amway, we can bring to the Philippines.” In days past, an extra LED ribbon might very well have been scrapped to keep costs low. It’s a deft touch that gives a huge boost to the ambience. Several features of the basketball hardcourt in the arena are built to NBA standards, giving instant glamor to the Sy-owned National University team playing in the UAAP. The court’s surface is made by Robbins Inc., which also supplies the floors for over half of the NBA’s arenas; a Jumbotron-esque eight-sided scoreboard made by Daktroniks hangs over the court; and Spalding provides retractable basketball hoops. While SM still religiously chases after records – there are some “first in the Philippines” items here that seem needlessly focused on garnering prestige points, like the installation of the same CCTV system used by The Vatican – the weight of sheer numbers never threatens to drown out the experience. This newfound ability to marry mass accessibility with Class A exclusivity should be giving their competitors pause, especially with SM Aura, an upscale malling complex, being built across from Ayala’s Market! Market! in The Fort. You get the sense that SM is figuring out how to have their cake and eat it too – no small feat, and another first.  – HS, GMA News