Balancing Placemaking, Urban Design & Developers Bottom Line Planning for a New Town Centre
Brett Wilson – Stockland Peter Bell - Urbis 18/10/13
Reflection on ICTC 2012
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1. Challenges & Opportunities
But what if it isn’t?
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Build it and they will come?
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Nice dream‌
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But is it authentic?
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The traditional retail formula has worked for a long time.
BUT‌
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Theses days are over‌
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‌the department store anchor is in trouble‌
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It’s the SAME stuff we’ve all seen before…
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‌the internationals have arrived!
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Online is having a big impact!
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But is this a desirable EXPERIENCE? Or just a convenient way to get stuff?
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People want incoherence, grit, intimacy, colour, surprise.
Consumer Research Report prepared for XXX
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They want EXPERIENCES not STUFF
Consumer Research Report prepared for XXX
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But all of these challenge the traditional formula‌
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The shopping centre has become the social centre
Old belief: Build lots of shops and they’ll spend lots of money. Big boxes as the anchor.
New Belief: Drive genuine social value and economic value will ultimately flow. Public realm as the anchor.
Consumer Research Report prepared for XXX
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But there’s no formula for this!
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2. Traditional Town Centre; Changing Significantly
A decade can bring about significant change………The Year 2003
“cool flashing keypad”
Like society in general; key trends will re-shape future town centre development
Survivors must adapt……and adapt quickly! •
Food, services and experiences more prevalent; mitigate offshore / on line risk and more conservative spending patterns
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Design and retail mix to capitalise on future demographic shifts: • • •
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baby boomers retiring echo boomers emerging different cultures
Smaller town centres that are special places with a much broader role than physical retail: • • • •
health leisure education service excellence
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Technology advancements will drive the retail evolution at even greater speed
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Flexibility critical for future success
“We are social beings who need to interact with others and shopping allows us to achieve some of these connections. Shopping in truly great places, allows us to achieve them all!” SCN, VOL 29, Number 5, 2011
3. Key Stakeholders; Drivers & Expectations
Key stakeholders can have different drivers and expectations
VS
Despite differing drivers and expectations; some common outcomes must exist
Vision Legacy Flexibility Corporate Responsibility Design Profit Community
Background: Property Development
Structure Commitment Certainty Sustainability Aesthetics Public Revenue Community
Background: Town Planning
Typical ROI across project life cycle
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Public / Community Community Gain
Return on Investment (+/-)
Developers Intervention Profit
Developer / Investor Funds Employed
-
Peak Debt 0
10
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Project Time Line (years)
30
What mechanisms could bring forward the ROI for all key stakeholders?
+ Return on Investment (+/-)
Public / Community
Developer / Investor
Savings
0
10
20
Project Time Line (years)
30
5. Case Study 1 – Paradise, Constraintsville
Case Study One – Paradise, Constraintsville •
Established community – 50 years old
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No community or retail heart – last piece of the puzzle
• Difficult site • shape • water table • traffic constraints • Increasing competition
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Burgeoning economic drivers • Changes to market
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Stunning natural setting and assets
• Timing issues
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Anticipated and expected
• Planning delays
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45,000m2+ mixed-use opportunity
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No product differentiation
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Seemingly perfect location for a new age town centre
• Imposed constraints • Main street • 4,000m2 town square • Sleeving • Mixed-use despite market constraints and immaturity • Staging
All the right stuff.
You plan for cars you get‌
If we don’t provide the right environment, the retailers won’t come.
Public realm hierarchy and purpose
Is the market ready?
Then it all gets too hard
Case Study One – Take Outs •
Seems like constraints for ‘constraints sake’ – some sites simply can’t handle the constraints
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The perspectives may look good, but it’ll only ever be a perspective if the feasibility doesn’t work
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$3million spent and no application lodged – some 16 schemes
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Agree upfront the market drivers – we all have to accept the research
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Things from other projects may look desirable, but may simply not work on occasion
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Public or Private
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Competing and conflicting interests and personal opinions
5. Case Study 2 – North Shore, Townsville
North Shore, Townsville
A bold vision for a Better Way to Live… • 1,000 hectares – similar to North Lakes • 330 hectares of Open Space, 42km trails • 5,200 lot master-planned community • 800 medium density lots (16,000+ people) • 60 hectare Sub-Regional Town Centre; • Main Street, Town Square, Markets • 40,000m2 retail • 5,000m2 office space • 25,000m2 bulky goods • 4 Schools, 2 Child Care Centres • Community Facilities – aquatic centre
…but it was sometimes hard to see the vision
Consumer Research Report prepared for XXX
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…some big, bold game changing decisions
Consumer Research Report prepared for XXX
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‌.after the rain the sun comes out
Consumer Research Report prepared for XXX
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A mixed-use Town Centre at its heart
Consumer Research Report prepared for XXX
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Early amenity and community initiatives
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Drives community engagement, participation and ownership
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Which in turn drives investment
A better business return – provides confidence to continue investment
Population Growth – 8% (Townsville 2.2%)
Key Take Outs •
Partnership approach to deliver model community
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Placemaking and community development a fundamental component of everything
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Masterplan approval with IA provides the confidence to invest
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“Build it and they will come”
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Flexibility – output and timing
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Ability to trial lighter, quicker, cheaper
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Adapt amenity delivery according to need and community desires
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Bottom up planning has a place
5. Key Take Outs and Learning’s
Key Take Outs and Learning's •
Recognise those that will be around for the long-term
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Collaborative partnership approach
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We all have to stop, listen and understand the concerns of each party
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Consideration in the initial instance then freedom for business and the market to decide
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Developer’s have an investment choice
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The cumulative impact of seemingly inconsequential decisions can be devastating
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You don’t get the grit, incoherence, surprise and colour by being prescriptive or rigid
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Truly inspirational places often start life as the most controversial
Balancing Placemaking, Urban Design & Developers Bottom Line Planning for a New Town Centre
Brett Wilson – Stockland Peter Bell - Urbis 18/10/13