Ilo-ilo City’s Public Market. An Embodiment of Filipino Food Hospitality.

Annabela Kristianie E. Kuan

UST College of Architecture
University of Santo Tomas
30 May 2019

Chapter 1. Introduction

1.1 Background and Nature of the Project

Starting out in small towns with people lining up tables parallel to each other and on top
of these were products being sold by indios and sangleys, the palengke hasn’t changed at all.
Although in recent times, technology has taken over the world and the old rustic charm of the
palengke can only get us so far. The younger generation, growing in such a fast paced era,
have grown detached to this setting. Seeing the usually unpleasant facilities of palengkes and
how outdated they are, it isn’t difficult to understand why people have opted to abandon it.

Although in comparison, supermarkets are a bane to the environment because these

make use of natural resources, and release more wastes. On the other hand, Public Markets
need little maintenance, and utilize natural air and lighting more. It is definitely a challenge to
engage vision, innovation and imagination, however there is a decent amount of examples
that exhibit how markets still gain relevance in today’s fast-paced world. Markets built on
seaside, on stilts and, on boats still live up to the ideal, where people get to know each other,
mingle and enjoy fresh products.

From the freshest catch of the day to the fruits of the season, products in markets
highlighted the bounties of the seas, mountains, forests and plains. But more than anything
else, it was the interaction among shoppers and vendors that made the palengke a real
living venue.
1.2 Statement of the Problem

1.2.1 The Grocery Giants vs. Public Markets.

The public market, because it is regulated by government, supports and shields small
entrepreneurs in the early stages of business when they are most vulnerable to displacement
by industry giants.

In the public market, producers receive more or less their asking price while
supermarkets, with their financial clout, press their supplier/producer down to the lowest
possible selling price. This is why only the big producers transact with supermarkets as they
could make profit even with the low asking price through mass production.

Unfortunately, this is also one reason end-consumers prefer to buy from supermarkets
than in public markets, because of the low prices.

1.2.2. Tourism and the Palengke.

Back in the late ‘80s and early ‘90s, domestic tourism was virtually unheard of for most
parts of the Philippines, and the only compelling reason to leave one’s community to go to
far-away places was to visit friends and relatives. Only a few had experiences of tourism and
even then, the Department of Tourism (DOT) only had token programs for that market, with
90 percent of the marketing resources poured into attracting foreign tourists. The weak
economy and security concerns as the main factors for that negligible domestic situation.

Fast forward to the present and you will be astounded by the numbers. In terms of
economic gains, foreign tourists provided about ₱250 billion receipts, while the domestic
market distributed more than one trillion pesos. But although there has been improvement, it
is still noticeable that there is a lot to improve on, and not on just numbers but the overall
means by which we approach the problem.
 After identifying the different means of attracting tourism, Food Tourism is apparently
one with the quite a few responses. Often commended for our hospitality and outlook, the
market indeed has a lot of potential to play a bigger role in the Philippines’ tourism.

1.3 Goals and Objectives

1.3.1 Project Goal

“A Public Market designed to embody Filipino Food Hospitality. Unlocking the

country’s potential to become the Hub for Commerce and Industry through the interrelation
of the Filipino Consumer Behavior and Philippine Market Architecture. “

1.3.2 Project Objectives

1.3.2.1 To provide our vendors a better working environment, the start up

entrepreneurs more opportunities and our farmers & fishermen more credit and benefits.

1.3.2.2 To further develop Ilo-ilo city’s commerce and industry through

understanding the 21st century philippine consumer culture and its link towards unearthing
the Filipino Palengke identity.

1.3.2.3 To produce a market environment that will resonate philippine food

hospitality and magnify the country’s tourism through acculturation of the diverse market
scenes.
1.4 Significance of Study

1.4.1 Giving Credit where Credit is Due. Our Vendors, Our Farmers, Our Fishermen.

As they say, this fast paced world is ever-changing. Sadly, not everyone moves forward
in the in the same pace and not everyone is given the proper compensation that they deserve.

Our farmers and fishermen have built for themselves a life that is promising, “you reap
what you sow” does not deem true as it seems. Because of this, the younger generation of
farmers have began to deviate from the traditional, and slowly move into the city. What
would be left of our agriculture if we continue to take it for granted?

Vendors today have become more versatile, due to the need to keep up with the grocery
giants that seem to be unstoppable. The market being dubbed as “The heart of the city” no
longer beats the same way. The bustling streets are not as lively as they used to be. For It has
grown, with all the competition, it has become louder and much more resilient.

To be able to give these hardworking people the proper compensation they deserve, is
what the project aims to achieve. A space to build more connections, create more
opportunities, inspire the new generation and to simply be given the credit that they well
deserve.

1.4.2 The 21st Century Philippine Consumer Culture

By studying the consumer buying behavior of customer, the marketers are able to find
innovative and creative solutions in dealing with their target market. Understanding their
wants and needs are just the first step of the process that leads to buying decision to brand
loyalty.

Philippines is a unique country because of its rich heritage and influence by many
foreign imperialism. Filipino style remains to be a very challenging task to marketers
because they are intelligent consumers who wants more value for their money and more
savings at the end of the transaction.

1.4.3 The Different Market Scenes

Being global competitive in this day and age has become increasingly difficult. Everyone is
fighting over the right of a new discovery, and staying true to tradition has become quite
challenging.

The Intention of this project is to create a different market typology that will involve adapting
multiple cultures and incorporating features from a variety of market scenes. An attempt to
adapt the different aspects of market design from all over the world, using the ‘filipino
hospitality’ as the main binding agent as a means of promoting the market tourism in the
country.

Chapter 2. Review of Related Literature

2.1. Personalizing a Public Setting through a Physical means of creating an Intangible Space

Personalization in public territory includes an individual and a group’s participation,

whereas in both are constantly changing. The phenomenon of ownership and involvement in
different settings, is an interesting subject to obtain a deeper understanding of. Considering
that the continuity of user’s comfort not only lies in in the physical but also in the intangible
and to an extent architecture has paved away for both to interact harmoniously.

The physical space can be designed so as to ‘sense’ the particular users being in the
environment and to know their interests and preferences, the users can then use this
information to create even more specifically targeted accommodations that can be either
solved physically or not.
 With this aim, the two possible approaches are: in the first one, the task of the
personalization applying components that will equate into creating a ‘smart environment’ for
the users, in the second one, from the architectural point of view, it may be implemented as a
“user-trusted” component and is replicated at the beginning of each interaction with an
environment. If this approach is considered, interaction may become personal even in a
public space.

2.2. Neuro-aesthetics as a means of Space Navigation.

Simplicity has always trumped confusion, the architecture of a building should not
leave people struggling to find the entrance. The points of entry should be accentuated, in
fact, celebrated. A visitor’s first encounter with a building will set the tone for the experience
within. Allow the users to understand immediately they are entering a remarkable space.

Buildings should welcome those who enter. Once inside, they find easy-to-read spaces
that prompt the next step. In an ‘ideal’ design there should be no need for unnecessary
interactions, which may be true for most buildings. But on the other hand, may not always be
the case.

In the Palengke setting, it is the interactions within the space that make it memorable.
Entertaining the passerby’s with their questions can also become an opportunity for the
vendors to get income. In most cases, getting lost is part of the palengke experience, or in any
type of commercial establishment, there is a joy in the mystery. Agreeably, this type of set up
usually ends up wasting time and energy. There is a very fine line between creating an
adventure and simply bad design. If architecture has the ability to direct people into another
space, it has the ability to guide people into not only space but to the people.

Aesthetic, in architecture, is often linked with order and balance. Rhythm, for instance,
is frequently desired within striking architectural composition, it creates build up that leads
people toward certain spaces. Architecture is simply nothing more than the manipulation of
space to follow certain rules of visual candy.
 When the human nervous system experiences beauty, certain parts of the brain
consistently light up. It seems that, to some extent, humans can be taught what beauty means.
Culture and experience plays a significant role in this association of what is visually pleasing,
which in this case, now, can be used in the project to identify what elements can be used as a
means of creating a social space.

Chapter 3. Research Methodology

3.1 Observations

Inspection and visitation of similar and related establishments will help in gathering
more information regarding the primary facilities and amenities the project requires.

Identifying connections, movements and the different behaviors of the people within
the establishment will help in determining the negative aspects and positive aspects of this
type of project. The data gathered will establish the different applicable solutions and other
features that will improve the Philippine Market Setting.

3.2 Internet and Electronic Resources

The internet is most convenient in searching for recent information. Featured articles
and majority of the used journals are viewable in the E-resources of the different scholar
sites. Journals on user psychologies, marketing strategies and other useful and up to date
information are easily obtainable through this method. Majority of the electronic resources
will be about sociological and psychological factors that will act as a guide for behavioral
analysis and other related data.

3.3 Official Reports and Documents

 Information on statistical reports are gathered from official websites of Philippine
Statistics Authority and other private research institutions which will provide reliable
information that will clarify most the initially gathered data.

3.4 Archival Research

Although some of the books about the related topics of the project are limited and not
updated, Archival research is very helpful in the design development of the project.

Archiving on the history, development and research about related projects will allow
the project to incorporate different views while avoiding redundancy from past projects and
identify the problems encountered to avoid any complications further in the design process.

3.5 Interviews

Interviewing key personnels and experts can help in the research of the project in
gaining useful information and insights regarding the project. It will also help determine the
need for the project in that location and help determine the key features needed by the
intended users.

An interview will be conducted with the following:

3.1.1. Iloilo Residents/ Locals

1. How often do you go to the farmer’s market?
2. What products do you often purchase in farmer’s markets? Why do you prefer
purchasing that specific product in a palengke rather than in a mall.
3. How produce do you purchase during your trips to the market? Do you prefer buying in
bulk?
4. What do you look for in choosing your market?
5. What is the current state of the public markets and public spaces in Iloilo City.
3.1.2. Tourists
1. How often do you visit the philippine farmer’s market (known as the palengke)?
2. How would you compare the markets here in the Philippines to the markets in other
countries?
3. What feature of the philippine market do you find very reflective of our culture?
4. Do you find the layout of the philippine markets confusing? Are you able to navigate
the area with ease?
5. If you are able to integrate a feature evident in the market design from other countries,
what feature would you want to integrate to the philippine market?

3.1.3. Fishermen/ Farmers

1. How much produce do you send out on a monthly basis?
2. Comparing the grocery giants and the palengke vendors, how different is the process of
contracts, delivery and communications?
3. How do you find your clients or markets? How do you start the partnership?
4. What are the difficulties that you face in this time and age in regards to retail.

3.1.4. A Market Organizer or A Licensed Food Establishment Coordinator

1. What is the most crucial part in the process of retail?
2. How do you decide what type of products goes into the market? is there a specific
criteria that you follow?
3. What are the benefits of handling a farmers market in comparison to the modern malls
and groceries?
4. What is your opinion on the ‘suki’ and ‘tawad’ market culture?


3.1.5. Farmer’s Market Vendors

1. During what time of the day is the busiest in the market?
2. How is the retail competition within the market?
3. For you, what is the defining feature of the suki relationship?
4. How often do you encounter theft and how to you respond to it?
5. What are the difficulties you face as a Farmer’s market vendor?
3.6 Surveys

A Survey will be conducted to assess the thoughts and opinions of the intended users
about the project. Through the data gathered, the researcher will be able to evaluate and
consider the different perspectives of each individual in order to identify what facilities are
needed, what would be the impact of the project to the community, and discern wether the
said community will support the project upon its completion.

3.7 Case Studies

Data obtained through foreign and local case studies can be used to identify the main
features that the project should contain. This can be used as a basis for comparisons. Through
this, the project will be able to prepare for present and future problems by examining the
already established structures.

List of Case Studies:

Dangwa: Flower Market

Lorenzo, M. (2018, March). Dangwa, Flower Hub of Manila. Retrieved May 30, 2019, from
https://www.agriculture.com.ph/2019/03/22/dangwa-flower-hub-of-manila/

Dampa: Seaside Market

A. (2018, August 30). Seascape Village Market: The Best & Cleanest Paluto Market in
Manila. Retrieved May 30, 2019, from https://www.ourawesomeplanet.com/awesome/
2018/08/seascape-village-market-manila.html

Shilin: Night Market

L. (2017, March). Shilin Night Market is Taiwan Street Food Heaven. Retrieved May 30,
2019, from https://www.aswesawit.com/shilin-night-market/
Chatuchak: Weekend Market
h t t p : / / w w w. b a n g k o k . c o m / s h o p p i n g - m a r k e t / p o p u l a r - m a r k e t s . h t m ?
fbclid=IwAR2dYNyeXZ5O-q7rJZFsdUTa6KDtXcPLkL-3KVuSwZgQ1wf4DHHqaKO2eNI

Tsukiji: Outer Market

Primer. (2018, November 13). Tsukiji Outer Market in Tokyo — The Enduring Remainder of
Tsukiji Fish Market. Retrieved May 30, 2019, from http://primer.com.ph/travel/2018/11/13/
tsukiji-outer-market-in-tokyo-the-enduring-remainder-of-tsukiji-fish-market/

Mercado De San Miguel: Food Market

Villareal, M. (2017, April 20). Appreciating the Market Life in Mercado de San Miguel,
Madrid. Retrieved May 30, 2019, from https://outoftownblog.com/appreciating-the-market-
life-in-mercado-de-san-miguel-madrid/

Sydney: Fish Market

Block, I. (2018, November 28). 3XN reveals plans for Sydney Fish Market. Retrieved May
30, 2019, from https://www.dezeen.com/2018/11/28/3xn-sydney-fish-market-blackwattle-
b a y / ?
fbclid=IwAR0SN7QcRhLP4lV2GY4YIkqcyBbCYDls7dFAJqleXKWyGcQPPylvfFZ2Y1k
Chapter 4. Site Profile and Analysis

4.1 Site Selection

4.1.1. Site Criteria

"

On the whole, it can be concluded that the elaborated criteria system, considered mainly
similar aspects regarding site selection of farmers’ markets. Factors considered are as
follows: accessibility, public transport, parking, permanence, distance from the closest retail
zone, restrooms, facilities, community places, atmosphere, environment, weather protection,
visibility.

4.1.2. Site Description

The province comprises the southeastern part of Panay Island with island-province of
Guimaras just across its coast. The capital city of the province ofIloilo is the City of Iloilo,
which is also one of the major urban centers in the Philippines. It is nicknamed “the Heart of
the Philippines”.
 Retail industry has a big relevant presence in Iloilo City. During
the Spanish and American colonial times, the center of city's retail industry is Calle Real (or
Royal Street) which stretches from Plaza Libertad to Plazoleta Gay. Stores that lines along
the stretch of the street sells luxury goods is flocked by Caucasians from all over and the
world which is bolstered in contrast to the opening of the city's port to the international trade.
The popularity of Calle Real as the shopping and retail hub of Iloilo declined in the 1980s up
to the present because of modern and big shopping malls that has been built and sprouted up
in the city.

4.2. Macro Site Overview

4.4.1 Physical Attributes

4.4.2.1. Location

"
 Iloilo City is bordered by the towns of Oton in the west, Pavia in the north
and Leganes in the northeast. Just across the Iloilo Strait in its eastern and southern
coastlines, are the towns of Buenavista and Jordan in the island-province of Guimaras. The
city was a conglomeration of former towns, which are now the geographical districts
consisting of: Villa Arevalo, Iloilo City Proper, Jaro (an independent city before), La
Paz, Mandurriao and Molo. The district of Lapuz, a former part of La Paz, was declared a
separate district in 2008.

4.4.2.2. Land Area

"

Iloilo City is located in the southern shores of Panay Island. The city faces Iloilo Strait
and Guimaras Island across it, making it a natural harbor and a safe anchorage for ships. The
city lies on a flat alluvial plain, reclaimed mostly from the swampy areas due to urbanization
and industrialization in the late 19th century until the present.

4.4.2.3. Soil and Liquefaction

There are seventeen types of soil found in the province. Generally, the soil is fertile and
suitable to almost all types of agricultural crops. The loam type of soil is predominant and
conducive to farming.
There are Classification of Soils based on Genetic and Morphological Characteristics:

a. Soil of the Swamps and Marshes 3. Alimodian Clay Loam

b. Soils of the Plains 4. Alimodian Soil undifferentiated
1. Sta Rita Clay 5. Umingan Fine Sandy Loam
2. Bantog Clay Loam 6. Barotac Loam Lowland Phase
3. Beach Sand 7. Faraon Clay
4. Sta. Rita Clay Loam 8. Alimodian Silt Loam
5. Sara Silt Loam 9. Alimodian Barotac Complex
c. Soils of the Mountains 10. San Rafael Loam
1. Barotac Clay Loam 11. Sara Sandy Loam
2. Barotac Loam 12. Hydrosol


4.4.2.4. Topography

"
 4.4.2.5. Hydrology

"

Traversing the city are the rivers of Iloilo, Batiano, Jaro and Dungon Creek. Iloilo
River is an estuary that separates the districts of City Proper, Molo and Villa Arevalo from the
rest of the city. On the other hand, Jaro River is fed by its tributary rivers, Aganan and Tigum.
Lately a new escape channel for floodwaters coming from these two rivers to Iloilo Straight
was developed, the Jaro Floodway.

4.4.2.6. Storm Surge

"
 4.4.2.7. Flooding

"

4.4.2. Social Attributes

4.4.3.2. Government Profile

Iloilo City is the regional capital of Western Visayas region and the provincial capital
of Iloilo province. It is classified as a first income class and a Highly Urbanized City (HUC).
Due to being a Highly Urbanized City (HUC), it is independent from the province of
Iloilo thus its citizens doesn't have the power to elect for political provincial officials.

The city mayor is the chief executive and is assisted by the vice mayor which governs
the city. The city is also represented by a congressman in the House of Representatives of the
Philippines.

The Iloilo City Council is the name of the local assembly. Its 15-member council is
elected concurrently with general elections, held at the same time as the elections to the local
and national government including the city and vice-mayor. The Council convenes every
month at Iloilo City Hall, and the meetings are open to the public.
"

The Mandates and Functions of the Iloilo City Council are as follows:

1. Approve ordinances and pass resolutions necessary for an efficient and effective city
government.
2. Generate and maximize the use of resources and revenues for the development
plans, program objectives and priorities of the city as provided for under Section 18 of
this Code, with particular attention to agro-industrial development and city-wide
growth and progress.
3. Subject to the provisions of Local Government Code, Book II, enact ordinances
granting franchises and authorizing the issuance of permits or licenses, upon such
conditions and for such purposes intended to promote the general welfare of the
inhabitants of the city.
4. Regulate activities relative to the use of land, buildings and structure within the
city in order to promote the general welfare.
5. Approve ordinances which shall ensure the efficient and effective delivery of the basic
services and facilities as provided for under section 17 of Local Government Code
6. Exercise such other powers and perform such other duties and functions as may be
prescribed by law or ordinance.
 4.4.3.3. Demographic Profile

"

It was during the period of 1981 to 1990 that the municipality registered the highest in
population growth with 43,934 persons. This represents an increase of 9,394 persons or
27.20% higher than those in 1976 to 1980 which is 34,540 persons. The average annual
growth rate from 1976 to 1980 was 2.37%. This is higher than those recorded for the
Province of Iloilo for the same period.

"

In 2010, around 35% (20,580) or one third of the total population belong to the age
bracket 0-17 year’s old showing that the municipality has a young population. Population
steadily increases until age group 15-19 in both sexes with 5,822 persons. Almost one-third
(29.03%) or 17,073 of the total population are below 15 years old. On the other hand, only
2,779 or 4.73% are 70 years old and over. This means that 38,962 or 66.25% of the total
population are ages 15-59 years old.

4.4.3. Economic Attributes

4.4.3.1 Employment

Current Daily Amount


New Daily
Industry/Sector Minimum
 of 

Wage Rate
Wage Increase

I. Non-Agriculture/Industrial/Commercial

Employing more than 10 workers P323.50 P41.50 P365

Employing 10 workers and below P271.50 P23.50 P295

II. Agriculture

Plantation P281.50 P13.50 P295

Non-Plantation P271.50 P23.50 P295

4.4.3.2 Tourism

Tourist arrivals in Iloilo province last year increased by 23.21 percent compared to the
year 2016.Data released by Provincial Tourism Officer Gilbert Marin showed that tourist
arrivals for the year 2017 reached 310,878 while 2016 tourist arrivals was pegged at
252,323. The 2017 tourist arrivals are composed of 305,318 domestic visitors, 26 overseas
Filipino visitors and 5,534 foreign visitors.



Meanwhile, the number of same day visitors/excursionists for the year 2017 was
pegged at 1,418,698. Same day visitors/excursionists are those who do not stay overnight and
just use the facilities of the tourist destination. The same data showed that most foreign
tourists came from the United States of America, European countries, South Korea,
Singapore, Canada, Japan, China, Mexico and India.
 4.4.4. Infrastructures and Utilities

4.4.4.1. Water Supply and Distribution

Eighteen percent of households in this city used shared tubed/piped deep well as their
main source of water supply for laundry and/or bathing. Households that used own tubed/
piped deep well represented 18.16 percent; dug well, 17.82 percent; and own faucet
connected to a community water system, 16.58 percent.

More than half of the households exclusively used watersealed sewer/septic tank. The
most reported kind of toilet facility was water-sealed sewer/septic tank used exclusively by
the households (58.36 percent), up by 6.53 percentage points over the 1990 figure (51.83
percent). The second most common type of toilet facility in this city was water-sealed other
depository used exclusively by the households at 18.27 percent, also up by 12.62 percentage
points over the 1990 figure (5.65 percent). About 2.47 percent of households had no toilet
facility at all.

4.4.4.2. Power and Electrification

In 2000, electricity was the main fuel used for lighting comprising 88.10 percent of
households. In 1990, the proportion was 84.91 percent. On the other hand, kerosene usage
declined from 14.35 percent in 1990 to 4.07 percent in 2000. Households that used Liquefied
Petroleum Gas (LPG) and oil comprised 1.11 percent and 0.03 percent, respectively.

4.4.4.3 Transportation

4.4.4.3.1 Getting Around Iloilo

If one arrived in Iloilo from the airport, aside from the train, there are also shuttle
services that will get one to the city. The other modes of Iloilo transportation available to the
visitor are jeepneys, tricycles, taxis and buses. The taxi costs about Php 170.00 if one is
traveling from the airport to the city. If one has been to Iloilo before and knows where to find
a particular place, then the jeepney or the tricycle for short distances is an affordable option.
For those who have never been here before but are looking for an adventure, the public Iloilo
transportation is a good option and because the locals are friendly and accommodating.

4.4.4.3.1 Traffic Map

"

4.4.4.4. Waste Management

The Iloilo City has touted its waste management program which employs the use of
composting and recycling. The City’s solid waste has been significantly reduced with use of
composting machine at markets decreased the volume of garbage dumped at Calajunan
Engineered Sanitary Landfill in Mandurriao district. Under the leadership of Mayor Jed
Patrick E. Mabilog, Illonggos are encouraged to practice segregation and recycling at homes
and establishments in the barangays.

According to landfill facility manager Engr. Neil Ravena, the city’s total volume of
garbage collected was reduced to 273 tons daily from the previous 305 tons daily. He added
that developments in the city brought a significant increase in waste volume, which was at
160 tons daily in 2009. Materials Recovery Facilities and junk shops also promote recycling
which reduces residual wastes collected by garbage trucks, said Ravena.