of big land developers such as Santa Lucia Realty, Vista Land, and Ayala Land ensures competition and quality in the new suburban homes. New commercial buildings are springing up in the CBD and along Maharlika Highway at an average of seventy-five per year. Cabanatuan nowadays is gradually becoming a major investment hub and is considered one of the most competitive cities for doing business in the country. Investors in banking, real estate, retail and other business and industrial enterprises are similarly drawn to the city because of its adequate infrastructure and investor support services. Its continuing urbanization is also luring investors into its suburban municipalities as well. To further explore its economic potentials, Cabanatuan is seeking to have a share of the IT-BPO boom. The first call center in Nueva Ecija was successfully established in the city in 2008. The city government is providing prospective investors with fast business applications processing, low business taxes, and other incentives to attract big-ticket projects. In 2015, the city's total assets amounted to PHP 3.719 billion and the total income reached PHP 1.696 billion. Shopping Centers Cabanatuan City serves as a major shopping hub in the province and other nearby localities. Major Philippine mall chains such as Robinsons Malls, SM Supermalls, Walter Mart, and Puregold Price Club, Inc. have established their presence in the city. Currently, major shopping centers in the city include: NE Pacific Mall; SM Megacenter; Robinsons Townville Cabanatuan; SM City Cabanatuan which is built as a regional SM supermall with amenities such as a roof park, an indoor park, and a large-screen cinema; AllHome, and Waltermart. Cabanatuan has also multiple grocery and department stores including a chain of Savemore Supermarkets, Puregold Supermarkets, NE Supermarkets, and the warehouse club store, S&R. The city has also numerous hardware centers like Ace Hardware, Citi Hardware, and Wilcon Depot. In terms of future developments, Robinsons Land Corp. expressed plans for their second mall in the city. The plan has since received backlash from groups that were against the decision to build it in the site of Nueva Ecija's Old Provincial Capitol. Cabanatuan is also building a new main public market that is set to open on December 2023, after its old public market burnt down in April 2020. In the meantime, a temporary public market is built in Melencio Street Ext., Brgy. Kapitan Pepe. It will soon be converted into the city's convention center. The