LITTLE INDIA BEST SHOPHOUSE DECORATION COMPETITION STREAMLINED TO ENCOURAGE GREATER PARTICPATION

Shophouses in Little India will once again add a dash of colour to the vibrant Deepavali Light Up as the Singapore Tourism Board (STB) and the Little India Shopkeepers and Heritage Association (LISHA) organise the Best Shophouse Decoration Competition for the second year running.

This year's competition, which is supported by the Hindu Endowments Board (HEB) and Mustafa Centre, has been streamlined to encourage more shopkeepers to participate and liven up the Deepavali celebrations in Little India.

"We were very encouraged by the effort put in by participating shops last year. They made a big difference to the feeling of festivity in Little India", said Mr Kenneth Liang the STB's Creative Consultant and Director, Thematic Development. "This year, we hope for more shops to join in and make a greater impact. So the STB has simplified the competition to make it easier for the smaller outlets to participate."

The competition now requires participating shops to design a decorative panel of up to six feet high and three feet wide. All they have to do is to creatively dress this panel up and mount it on either the ground or second floor of the shophouse facade. The more enthusiastic can decorate more than one panel.

These picture panels have to be on display from 1 October to 6 November, the last day of the Deepavali Light Up. A panel of judges will select the winners on 4 October, based on creativity and how the panels look in the day and in the night.

A first prize of $2,000 and two merit awards of $750 each and plaques will be given away at the Deepavali Switch-on Ceremony at Campbell Lane on 7 October. The winning shophouse will be featured on Vasantham Central, the Official TV Station for the Deepavali Light Up and publicised on Oli 96.8, the event's Official Radio Station. The shophouse will also appear in next year's Deepavali information brochure that will be distributed worldwide.

Gaining international publicity through the 50,000 brochures produced this year is Jothi Store and Flower Shop, the winner of the last year's competition. The store is also featured extensively in the print and electronic media. "Winning the competition was an exciting experience," said Mr Raj Kumar Managing Director of Jothi Store, who is also the Honorary Secretary of the Serangoon Merchant,s Association. "Visitors to Little India were naturally drawn to the shop as they were intrigued by the decoration and lights."

"We have derived a lot of publicity and we are looking forward to participating in this year,s competition", he added. "The stiff competition will, of course, add to the festivity. This, in turn, is good for business and the merchants in Little India welcome that."

The contest is open to all shopkeepers in the Little India vicinity, including the areas bounded by Race Course Road, Kitchener Road, Jalan Besar Road, Sungei Road and Buffalo Road, along Serangoon Road.

Entry forms for the competition are available at the STB (Tourism Court, 1 Orchard Spring Lane), the Little India Arcade (48 Serangoon Road, security counter) and Hindu Endowments Board's office (397 Serangoon Road, next to Sri Srinvasa Perumal Temple). Entries must be submitted by September 27, 2000 by mail or fax (734 9035) to the STB.