BETTING ON BACOLOD: PHINMA Properties strengthens commitment with Saludad, its first masterplanned township

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PHINMA Properties, the property development arm of the PHINMA Group, is betting big on Bacolod with the launch of Saludad, its first masterplanned township outside Metro Manila. This 21-hectare development marks the company’s evolution from building homes to shaping communities.

“Bacolod has always been a city with untapped potential,” said Raphael B. Felix, President and CEO of PHINMA Properties. “We see in Bacolod the right mix of strong population growth, a rising middle class, quality of life that appeals to both locals and returnees, and opportunities in sectors like education and hospitality. For us, Saludad is not just a project. It’s an investment in Bacolod’s future.”

The company’s expansion from residential developments in Metro Manila to masterplanned communities in emerging cities, starting with Bacolod’s Saludad, is driven by the synergy of the PHINMA Group. With PHINMA Education, PHINMA Construction Materials, and PHINMA Hospitality contributing their expertise, Saludad is envisioned not merely as a residential address, but as a holistic community where families can learn, work, grow, and thrive.

What sets Saludad apart is PHINMA Properties’ philosophy of creating homes inspired by authentic Filipino living. Instead of following a Manila or international template, the township was co-created with JEPP Real Estate Co., a Bacolod-based firm rooted in the heritage of the city’s prominent families, and masterplanned by award-winning architect Royal Pineda. This collaboration grounds Saludad in Bacolod’s culture and identity while elevating it through world-class design and innovation.

Bacolod provides fertile ground for this vision. Unlike Metro Manila, where condominium oversupply challenges developers, Bacolod’s real estate market remains balanced and resilient, with strong take-up particularly in the affordable and mid-income segments. Property values in Negros Occidental have shown steady appreciation, reflecting investor confidence and long-term growth potential. The city’s appeal is further reinforced by robust OFW remittances, ongoing infrastructure developments such as the Bacolod-Silay Airport and expanding road networks, and Bacolod’s enduring reputation for safety, lifestyle, and accessibility.

For Bacolodnons, Saludad is an elevated expression of the life they already know and love. The township brings together diverse residential options, from the mid-rise condominiums of Maayo Terraces to the lot-only offerings of Likha Estates, alongside educational opportunities through Southwestern University PHINMA, hospitality via PHINMA Hospitality’s TRYP by Wyndham Hotel, and commercial hubs designed for mobility and connectivity. With open green spaces, walkable streets, and people-centered planning, Saludad is envisioned not just as a development, but as a community designed for everyday living.

For PHINMA Properties, Saludad represents a new chapter in its evolution. Having delivered over 21 residential communities in Metro Manila and expanded into growth centers like Cebu and Davao, the company now takes the next step: building a masterplanned township. Saludad embodies the natural progression of PHINMA’s mission—to make lives better by creating homes and communities built to last for generations.

“Saludad is our way of affirming our belief in Bacolod, and our commitment for the long term,” Felix said. “It is a development that honors heritage, nurtures families, and creates opportunities for generations. We are betting on Bacolod, and we invite Bacolodnons and the business community to join us in shaping the city’s future.”