Finding an invitation on my desk from the Philippine Retailers Association (PRA) to attend the annual National Retailer’s Convention struck me like lightning! I was jolted by a flashback of memories of the most vivid kind. It was like receiving a letter from long lost but very dear friends.
The dynamic PRA has been the pulse and voice of the Philippine retail industry for the past 30 years. Serving in the board in the early ’90s has been one of the most fulfilling experiences of my professional life. To this day the pillars of this organization, namely PRA chairman emeritus Samie Lim, Bobby Claudio, Bing Limjoco and Manuel Siggaoat, have remained my sources of inspiration, mentors and dear friends.
In 1989, I was invited by the amiable Samie Lim into their group. During our meetings I already felt the innate passion of this group for the local retailing industry. They also shared a common love of country and belief in the Filipino people. They shared a common vision. They all dreamt of providing more jobs and opportunities for the Filipino people at a time when our Asian neighbors were overtaking us in terms of economic progress.
In 1990, the ambitious PRA board was composed of Automatic Center’s Samie Lim, SM’s Tessie Sy-Coson, Manel’s Manuel M. Siggaoat, Toby’s Bobby Claudio, Central Phoenix’s Bing Limjoco, Cinderella’s Therese C. Santos, Interior Crafts’ Efren T. Santos, COD’s Rex V. Rosario, Pasay Commercial’s Emiliano V. Tagle, Robinson’s Robina Gokongwei Pe, Zenco Footsteps’ Teofilo Yap, Lopue Department Store’s Leonito Lopue, JSGaisano’s John Gaisano and myself.
In one of our lunch meetings, Samie Lim enthusiastically announced that the association wanted to host an international event called the 6th Asian Retailers Conference and Expo in the Philippines in 1993. This was such an ambitious project that would take two years (and should I say a lot of money) to fulfill. I almost choked on my lumpia when I heard this because, being the treasurer of the group, I knew we had meager funds in our bank account. In shock, I talked to myself: "This is crazy. Are we dreaming?" Worse, we had to bid for the hosting of the event and that would mean we had to attend the fifth conference that would be held in Bangkok to be able to join the bidding. There was much fear and doubt in my mind but then again I was not in the company of mere mortals and believe it or not they were downright prepared to do the impossible.
Next thing I knew we started to embark on a flurry of fundraising activities and a campaign to increase our membership. There is strength in numbers, Samie believed. We had a series of ticket selling bouts, movie premieres, raffle tickets and giving away retail products donated by our own members.
In 1991, we were all on a flight to Thailand ready to make a bid for the Philippines to host the next 6th Asian Retailers Convention.
The expo in Bangkok was held at the enviable Central, a huge complex which housed under one roof its own convention center, hotel and shopping mall. We did not have anything like this in the Philippines at that time. We were to host a fabulous Filipino night and charm our way into the hearts of the foreign retailers. We were also ready to make a presentation to sell our country and prove that we had much to offer. Fernando Zobel was very supportive of this endeavor and flew in the night before. Horror of horrors, he even lost his hotel reservation at the Central Complex due to some confusion, and he had to be billeted in a far away hotel.
It was costly but I must say the PRA pulled through and we won it hands down! I believe God knew how hard we worked and how much the board wanted it.
For the next two years, we were consumed with feverish preparation for this momentous opportunity. I must tell you though that again it was one big roller coaster ride. After the euphoria of winning the bid came the scarier part.
How were we to bring in the goal of 1,500 foreign delegates at the height of the energy crisis that came to threaten us in 1993? We were running out of funds faster then we could solicit them. The members were unfazed and valiantly dug deep into their own pockets to make this dream come true. I was in awe at their tenacity. They were so focused that nothing could dampen their spirits. I just prayed and went along with their plans.
One day, Bing called for a special meeting about a month prior to the big event. She wanted to stage some kind of show on appreciation night to showcase the Filipino hospitality and talent. I was ready with some suggestions. Then she introduced a choreographer to prepare us for a finale dance number. This was one hilarious moment I can never forget in the history of the PRA. This brave board went pale with shock! I must tell you it was a moment.
Outside of the boardroom, we had to practice at the PICC on Saturdays and here we enjoyed the greatest camaraderie as we laughed and danced till our sore sides hurt.
Bing went a step further and talked me into a production number. I had to practice that old popular Tagalog song titled Kalesa to perform in soprano style. (My mom had me take some voice coaching from her maestra for this.)
On appreciation night, the venue was full. In one rare and shining moment, the entire PRA board led by Samie, Tessie, Bing, Bobby, Manny and Therese boldly made their statement showing the 1,500 foreign delegates that we were united in our vision and commitment to propel the Philippines into the newest shopping capital in Asia by singing and dancing Michael Jackson’s Heal the World, Make it a Better Place. Never mind if the 12 white doves with ribbons that we dramatically threw in the air got all tangled up in flight to the amused laughter of the crowd. The applause was deafening!
As for my Kalesa production number – which I did while I was wearing a white terno, twirling my lacey white parasol on a makeshift kalesa and with my husband Benny gamely singing his part – an American retailer from Texas kept on congratulating me saying the scene he just saw reminded him of the musical Oklahoma!
At the time when our country was still reeling from the negative impact of the energy crisis in 1993, the PRA managed to successfully embark on a tourism-oriented international project to bring foreign businessmen and retailers.
That monumental effort won for the PRA in 1994 the prestigious Kalakbay Award (National Tourism Award) for "Event of the Year."
Fast forward to the present: This year marks the 30th anniversary of the PRA, which now shines forth like a gleaming pearl born of adversity. PRA prime movers Samie Lim, Manuel Siggaoat, Bobby Claudio and Bing Limjoco are extremely gratified to see how much has been accomplished and how far they have come. Indeed their dream of making the Philippines the new shopping capital of Asia has come true. Their hard work has paid off and the PRA as well as its membership has grown by leaps and bounds. Bing Limjoco proudly shared that the PRA has succeeded in uplifting the retail industry into the next level.
"It is fulfilling to note that we have created many world class retailers and quite a few world retail champions. Most importantly, there are also thousands of enterprises created now employing millions of Filipinos nationwide," Samie concludes.
(Would love to hear from you at miladayjewels@yahoo.com. The PRA will hold the 15th National Retailers Conference on Aug. 10 and 11 at the EDSA Shangri-La Hotel. For more information, please call 687-4180 and 81.)