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WHILE their children frolicked on the slopes in Jurong's Snow City amusement park, parents would often wait outside the main play area because there were no seats for adults.
So the attraction, which gives people a chance to ski and snowboard on a layer of artificial snow, built a cafe that lets them stay close to their children.
Since the cafe opened in February, the number of visitors to Snow City has shot up and its weekday takings have nearly doubled.
PRO-FAMILY PLACES
Singapore Philatelic Museum
- A family activity kit that complements the museum's stamp collection. It includes hands-on activities and encourages discussions and family bonding
- Water coolers and hand dryers designed for children
Kopitiam
- Children play areas at Tiong Bahru Plaza, Hougang Mall and White Sands food courts
- Well-lit pictures of food on the menu, with prices clearly marked to help the elderly order their meals
- Non-skid flooring
- Most tables, chairs and counter tops have rounded edges, so young children do not hurt themselves
Cathay Cineplex
- All theatres are equipped with booster seats and have places for wheelchairs and baby strollers
Jurong BirdPark
- Senior citizens get 50 per cent off ticket price
- Wheelchair-bound children can play at the Splash 'N Slide Station, an area with water activities, without getting out of their chairs
- Rain shelters, benches, cooling-mist fans and diaper-changing facilities are provided throughout the park?
What MCYS poll found
- 70 per cent of 505 pro-family businesses said their sales rose by more than 5 per cent last year.
- More than 55 of these outlets, or 11 per cent, reported sales increases of more than 15 per cent.
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The story is one that has been repeated at several other companies which have focused on making their services friendly for the entire family, according to a recent survey by the Ministry of Community Development, Youth and Sports (MCYS).
The poll found that 70 per cent of 505 pro-family businesses said their sales had increased by more than 5 per cent last year. More than 55 of these outlets, or 11 per cent, reported sales increases of more than 15 per cent.
A pro-family business is one that considers the accessibility of young and old, makes families feel welcome and offers special group packages, among other things.
The survey results were released yesterday at the Pro-Family Business Conference organised by Pro-Family Business Workgroup, an initiative launched by the Government in 2006.
Co-chairman Claire Chiang said companies that are pro-family are 'smart' because they tap 'a market which never dies'. The online portal, www.mbp.org.sg, launched yesterday, documents the efforts of some businesses which have turned family-friendly.
Last year, MCYS set aside $2 million over three years to help businesses become pro-family.
Since the Pro-Family Business Grant started in April last year, 16 grant applications have been approved and almost $200,000 has been committed to businesses. Thirty other applications are being processed.
The grant money can be used to defray the cost of infrastructure, training and development, or business consultancy.
Yesterday, MCYS Minister Vivian Balakrishnan also announced that the Pro-Family Business Workgroup will be formalised into the Pro-Family Business Council.
He said the new council will consist of people from the private sector and be supported by MCYS.
Ms Chiang added that the council will have a full-time director and probably a more formalised funding structure.
This article was first published in The Straits Times on May 16, 2008
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