Ondoy’s aftermath becomes business opportunity for Pasig City subdivision

photos and text by ANNE JUDITH B. JAMNAGUE
University of Santo Tomas Journalism program


PASIG CITY—HIGH waves, unaided folks, and instant haunted houses: Where’s tomorrow?
Those were the images that left the seven-hectare subdivision Pasig Greenpark in Imelda Ave., Manggahan (near the Pasig City-Cainta, Rizal boundary) muddled given the wrath of typhoon Ondoy a year ago. Not surprisingly, many residents fled the subdivision and its many tragic reminders.
This is where business opportunities sprang, and new business models tested in the area.
Apartments mushroomed to entice new tenants, such as 10 newly-built apartment units that await 50 new villagers in Greenpark.
And amid last year’s floods, Pasig Greenpark remains a good location to build apartments, says Engr. Darryl Alagon.
“People working near here (Pasig Greenpark) want easier means to reach home instantly, without thinking of the construction process”, Alagon said, referring to office workers found in Eastwood (Libis, Quezon City), or even call centers near Tiendesitas (found along C5).
Newly-opened small businesses such as a spa, some food outlets, construction suppliers, and retail stores then greeted new and old residents. All these enterprises have found the trend of rebuilding after Ondoy a sound business model.
Amid the horrors brought by Ondoy, 33-year subdivision resident Sherly Lucas-Reyes opened Sweetwater Spa in Queensland St. earlier this year.
To her surprise, Reyes said the spa had many followers. “It was at first risky, baka kasi maulit yung baha (there might be a repeat of flooding here).”
Vivian Barroquina was unmindful on the disastrous event that made her small food stall submerged in floods last year. But the owner of Vivian Store in Soliven St. reconstructed her store and business continues to be brisk —like prior to Ondoy.
Even a market was created as new homes are built and rebuilt here.
Melmaray Hardware and Construction Supplies, found in Hawaii St., then came into the picture.
Owned by Medardo Catura, Melmaray capitalized on residents’ efforts to elevate their homes. “There’s a greater demand for building, rebuilding, and elevating existing homes here,” said Catura.
Solid Homes, Inc. developed Pasig Greenpark during the early 1970s, and the subdivision was recognized as a peaceful executive community.
Pasig Greenpark measures approximately seven hectares with 48 streets and more than a thousand home owners. The subdivision is near Eastwood Plaza and Transcom in Tiendesitas where many call center agents work and find the place near their offices.
Ondoy changed all that in just a matter of hours: A YouTube video that resident Jeffrey Copiaco did while floating a Styrofoam-made ice cooler box captured the murky brown waters that made Pasig Greenpark “devastated” by Ondoy.
Online, some residents are calling for buyers of their Greenpark houses and lots, such as 209 sq.m property (worth PhP3.5 million) advertised in www.sulit.com.ph, and a 90 sq.m property, also worth some PhP 3.5 million (advertised in www.binebenta.com).
Such is why the influx of new residents and the opening and re-opening of old small businesses surprised Victorio Mejia, president of Greenpark Homeowners’ Association.
“The village became more commercialized and open to the public: that’s the new trend here in Greenpark,” said Mejia. “Nothing like before.” (505 words)