The pilot pedestrian scheme for Rua da Felicidade, at the heart of the city centre and jointly promoted by gaming concessionaire Wynn Macau and the Macau government, kicked off on Friday (today), as the city prepares to welcome an influx of visitors during the Mid-Autumn Festival and National Day.
A launch ceremony for the pedestrian zone, which is open to foot traffic only from 11 am to 1 am every day, was held on Friday.
To enhance the street’s atmosphere, Wynn is “introducing large-scale art installations, a cultural and creative market, art and cultural events, interactive check-in games, and a night market experience,” the gaming and integrated resorts operator stated.
Wynn Macau hopes the zone could help boost the business volume and development of local small and medium enterprises (SMEs) in the district, according to the statement.
The pedestrian zone covers Rua da Felicidade and adjacent alleys such as Travessa do Mastro, Travessa do Aterro Novo, Rua Do Matapau, and Travessa de Hó Lo Quai.
During the pilot period, Wynn has partnered with the Industry and Commerce Association of Macau to host a cultural market in the district during the daytime, inviting local cultural and creative brands to showcase their products and handicrafts.
To enrich the night market experience in the city, a roadside bar and food trucks have also been set up in the district, the operator said.
An interconnected business district WeChat mini-programme has also been developed, with 60 check-in signs available across the pedestrian zone for visitors to access information about landmarks and merchants in the district. Through the WeChat mini-programme, visitors also have a chance to win prizes from shops and market stalls, as well as cash vouchers from a total of 40 SMEs in the zone. “Wynn estimates that the interactive check-in game will attract the participation of over 150,000 people and benefit over 60 SMEs,” Wynn Macau noted.
With the start of the city’s six 10-year gaming concessions this year, the Macau government has requested the six local gaming operators to promote community tourism and assist in rejuvenating some of the old neighbourhoods in the city. The six sites identified by the government for revitalisation include Rua da Felicidade, Inner Harbour’s Piers 23 and 25, Avenida Almeida Ribeiro and Rua de Cinco de Outubro, the Barra district, the Iec Long Firecracker Factory in Taipa, and the Lai Chi Vun Shipyard in Coloane.
The Rua da Felicidade Pedestrian Zone is the first community revitalisation project launched under a partnership between the government and a gaming operator. Rua da Felicidade, which means “Happiness Street” in Portuguese, is located next to the city’s main thoroughfare, Avenida de Almeida Ribeiro. It holds historical significance as it was once known for its vibrant nightlife attractions during the Chinese Qing Dynasty, including brothels and other entertainment venues.
According to the operator, various photogenic installations have also been placed across the pedestrian zone, including a floral installation at the main entrance of Rua da Felicidade inspired by the “hot air balloon” design of acclaimed floral designer Preston Bailey, alongside a large gashapon machine, embellished lanterns, and moon rabbit installations.
With the start of the National Day Golden Week for Mainland Chinese travellers on Friday (September 29), which lasts until October 6, the Macau Government Tourism Office (MGTO) has estimated that the city’s daily visitation tally would average 100,000 during the eight-day holiday.
