URBAN PLAN | Moving the Urban Center

Cebu City reaffirmed it is Southern Philippines' premier city after the end of the Marcos regime and some five decades after the end of world war 2. 


Lito Osmeña, first Cebu Grovernor after Marcos left, made tremendous impact on the city, although, he never served as chief executive just like his grandfather, Pres. Sergio Osmena. His conversion of non-productive provincial lots into real estate ventures during his lone term as governor from 1988-1991 paved the way for Cebu City's radical transformation.

To fund infrastructure projects in the province, the provincial government which owned a five-hectare property in Banilad entered into a joint venture with Ayala Land, Inc. and formed the Cebu Property Ventures and Development Corporation (CPVDC), the first of its kind in the country. With land as its equity contribution, the province owned 74.8 percent of CPVDC, the first purely corporate venture by a Local Government Unit in the country.

Osmeña stirred Cebuano pride with Ceboom. Both an economic phe­nomenon and a marketing driver, Lito Osmeña gave a new face to the promdi image. He came out on national television and marketed Cebu or Cebu Equity BondUnits, the first such move by any Local Government Unit (LGU).

The partnership with Ayala land moved the urban center from the historical yet decaying port to Cebu Business Park and I.T. Park in the erstwhile unproductive golf course and airport in Banilad and Lahug. The conversion made the area the city's prime real estate and most modern urban development. In 1990, Cebu City incorporated Cebu Business Park development features in its zoning ordinance.

Before the Asian Financial Crisis hit the country, the provincial government under Pablo Garcia was able to sell the province's share to Ayala Land, Inc raising some P1 Billion. The crisis caused the development of the Cebu Business Park (where the golf course was) to come to a halt for years.

The recovery was slow but steady. Years later, Cebu City would recover from the crisis and experience another era of unprecedented growth which continues to this day.

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The Terraces in Ayala Center Cebu (above), recognized for outstanding achievement in marketing and design development from the International Council of Shopping Centers. It is Cebu City's favorite hangout. It's great for nightlife with a variety of shops, bars, cafes, delis and restaurants.