Central Maitland
OPPORTUNITIES AT THE HEART
Maitland - the fastest growing regional city in NSW Maitland is a dynamic city, conveniently situated in the lower Hunter, within a 30 minute drive of Newcastle port and airport and only two hours from Sydney. Maitland’s liveability and employment opportunities have added to its ongoing commercial investment and residential growth with over 90,000 residents expected to call Maitland home by 2023.
CENTRAL MAITLAND AND THE LEVEE At the heart of Maitland is Central Maitland, the city’s major regional centre, featuring The Levee lifestyle precinct, an attractive and vibrant place, valued and enjoyed by residents, workers and visitors. Central Maitland is now the most visited location in the Hunter for leisure and shopping by the residents of Maitland, with The Levee a driving force behind this visitation. Stage two of The Levee including the Riverlink Building will provide access to the Hunter River enhancing the precinct’s appeal.
Statistics and trends have been obtained through a patterns of usage study, conducted by Micromex in 2016.
97% of maitland residents visited central maitland including the levee in 2016. Micromex 2016
THE LEVEE DEVELOPMENT REPRESENTS A $20 million investment in central maitland
THE LEVEE AND RIVERLINK BUILDING The Levee is the region’s newest lifestyle precinct. Bordered by the Hunter River, The Levee is a hive of activity, offering a growing range of entertainment and dining options, a blend of small business and national retail stores, and professional services including banks, solicitors and accountants.
The appeal of The Levee will continue with the creation of the new Riverlink Building and upgrades to the Riverside Walk, forming stage two of The Levee precinct. This beautifully crafted building will connect High Street to the banks of the Hunter River and see the creation of public open space, public art, new amenities and a restaurant.
Artist impression - Riverlink Building, opening early 2018
95% of citizens stated they would be likely to visit The Levee after stage two is complete.
97
GREENHILLS
85
%
%
of residents visited
Central Maitland (including
VISITATION Locations visited in the last 12 months by Maitland residents
The Levee)
It was the most visited location by Maitland residents in the Hunter region over 12 months. (December 2015 to December 2016)
east maitland
70
%
morpeth
75
%
Micromex 2016
CONSUMER CHOICES According to a ‘patterns of usage’ study (Micromex 2016), there are opportunities to grow the business offering at The Levee with Maitland residents desiring a greater selection of food and beverage to complement the boutique shopping experience and an increased variety of bespoke lifestyle retail.
51%% 54
%
went to
CAFÉS
64%
95%
went to purchase a meal at
The Levee
went to
INDEPENDENT RETAILERS/BOUTIQUE STORES
of residents would like to see
INDEPENDENT RETAILERS, DIVERSE DINING EXPERIENCES AND CUISINE
63% 64
%
visited
The Levee
when coming to Central Maitlland.
went to shop at
The Levee
as part of The Levee, but there is significantly less support for chain stores (54%).
OPPORTUNITIES THE TOP TEN BUSINESS CATEGORIES CONSUMERS WANT AT THE LEVEE Central Maitland is well positioned to attract key food and beverage businesses.
FRESH PRODUCE 96%
PATISSERIES AND GOURMET BAKERIES 93%
MARKETS 93%
RESTAURANTS 91%
GIFTS 89%
POP UP LANEWAYS CAFÉS 82%
STREET FOOD 93%
GOURMET DELIS OR CHEESE SHOP 92%
ESPRESSO BARS 82%
BUTCHER 79%
A variety of lifestyle boutique retailers such as home furnishings, men’s clothing, gift stores, electronics, jewellery and fashion accessories have also been identified as important components of the business mix. There is also the opportunity for businesses to capitalise on a night time economy and to build on a weekend trade.
• Significantly more people were visiting Central Maitland with groups of two or more in 2016 compared to 2014. • Approximately half the residents surveyed had visited Central Maitland at least ‘once a week’ in the previous 12 months. • Of those who visited, two thirds did so on a weekday, with half of the visitors visiting between 9.00am - 12.00pm.
IDEAL OFFERINGS AT THE LEVEE Quality food and beverage and an array of boutique shops are considered important to The Levee experience as are events and activities that create atmosphere for residents. However nearly all categories were seen as important to varying degrees.
SPECIALTY Specialty RETAILERS AND Retailers & ACCOMMODATION Accommodation Music store
Gifts 89%
Mid-end fashion 74%
63% 69%
77%
Book stores
FASHION AND BEAUTY
One-off designer fashion High-end hotels Select fashion chains Florist Men's clothing
Designer shoes
76%
51%
79%
Fashion & Beauty
High-end fashion
37% Butcher
79%
Intimate and cool drinking venues
Pop up laneway cafes
Cosmetics
42% 41% 43%
76%
Fashion bags and luggage 48%
61% Health and beauty products
82%
Supermarket/mini market
66%
64%
96% Fresh produce
61% 82%
60%
Home furnishings
57%
92% Gourmet deli or cheese shop 96% Patisseries and gourmet bakeries
FOOD AND DRINK
Jewellery
57%
Espresso bars
Food & Drink
Eye glasses and sunglasses
62%
93% Markets Cellar bar
69%
Organics
Kitchenware Electronics 93% 91% Street food Restaurants
None of these: 1%
Homewares & Electronics
HOMEWARES Micromex 2016 AND ELECTRONICS
COUNCIL IS DELIVERING BIG PICTURE PROJECTS FOR MAITLAND With more than $27 million of major infrastructure being delivered across the city and a further $148 million in capital works scheduled for completion by mid-2018, Council continues to focus on key infrastructure projects to drive business and enhance liveability including: • The Riverlink Building at The Levee, including river access from High Street, improvements to the Riverside
Walk, restaurant for lease and renewal of the Bourke Street link.
• The recently opened $8.6 million state of the art grandstand at the iconic Maitland No. 1 Sportsground. • Renovation of The Maitland Town Hall. • Major upgrade to Athel D’Ombrain Drive including upgrades to the Maitland Station precinct. • Construction of a 25 metre indoor pool facility at Maitland Aquatic Centre. • $10.5 million athletics facility at Smyth Field in Central Maitland. • Construction of a multi-purpose community centre at Gillieston Heights. • Improvements to footpaths and cycle ways, and more than $12.9 million in road works. • Construction of an additional 77 bus stops across Maitland. • The total value of private sector and other government commercial development currently underway is
$12,694,849 (January 2015-17).
REGIONAL ATHLETICS FACILITY Smyth Field’s $10.5 million athletics facility will include a 400m synthetic running track and designated areas for long jump, high jump, discus, javelin, pole vault and hammer throw, along with a premier clubhouse and facilities. This regionally significant facility presents numerous opportunities for business to capitalise on the growing sport and recreation industry.
Above:Concept image of the Maitland Sportsfie
Maitland City Council - Regional Sportsgr
MAITLAND AQUATIC CENTRE - INDOOR POOL Located within beautiful Maitland Park, the $9.7 million facility features a large indoor pool hall, state of the art air conditioning and filtration equipment, and upgrades to the Aquatic Centre’s amenities.
MAITLAND - EVENTFUL CITY Council also runs a successful program of activities throughout the year to drive visitation to The Levee and Central Maitland including Riverlights Multicultural Festival, Maitland Aroma Festival, Maitland Taste, Hunter Valley Steamfest, New Year’s Eve, Street Eats, After Dark and Warming the Streets. The first Earth Markets in Australia, managed by Slow Food Hunter Valley and selling fresh local produce, have proven to be increasingly popular with local residents and helped to drive visitation to The Levee.
FOR A COPY OF THE FULL RESEARCH FINDINGS CONTACT COUNCIL’S CITY ECONOMY OFFICER t +61 2 4931 2838 business@maitland.nsw.gov.au maitland.nsw.gov.au
To stay connected and keep updated on The Levee visit theleveemaitland.com.au or find us on facebook /theleveemaitland