NORTH SYDNEY COUNCIL
Media Release
1 March 2006
NORTH SYDNEY DECLARES: BUSINESS HAPPENS HERE
Private companies contribute to promoting the CBD
North Sydney Council has taken a proactive approach to the future, unveiling its vision for the substantial redevelopment of its CBD and attracting private sector contributions towards a major promotional campaign over the next three years.
Seven property organisations have committed $15,000 to the campaign, which aims to attract additional developers, property owners and tenants to the heart of the bustling Central Business District.
The advertising campaign to rejuvenate the North Sydney brand concentrates on the unique selling points of the CBD, such as its easy access, desired location and range of facilities.
The positioning slogan adopted for the campaign is Where Business Happens. Banners displaying the catchphrase already line the Mount Street Plaza and the theme will be conveyed through brochures, direct mail, a DVD promotional video and a television commercial.
"Through this campaign we want to send a clear message to developers, existing and future tenants and property owners that North Sydney is changing and that it is the place to be, both now and in the future," said North Sydney Mayor Genia McCaffery.
"We're always told that the key factor in property is location, location and location. North Sydney has a great location - we are close to Sydney's main CBD with excellent access to transport and other commercial centres. Best of all, North Sydney is large enough to offer a full range of services for businesses and employees, yet it retains a warmth and friendliness enjoyed by the people who work here."
The marketing campaign is just one aspect of the CBD revitalisation, which also includes a review of planning controls, new transport facilities and a public domain strategy.
The planning controls are being reviewed to provide greater certainty to the height, bulk and scale of development in the CBD. North Sydney's Local Environment Plan - which allows for an extra 250,000m˛ of commercial floor space - is predicated on a major upgrade of North Sydney Railway Station.
Developers of additional commercial floor space pay a railway contribution, which goes towards the upgrade of the railway station by the State Government. The upgrade, previously scheduled for 2010, has been fast-tracked to be completed by 2008.
North Sydney's Public Domain Strategy sets out directions for upgrading public domain areas to accommodate the increased population growth. The first stage of the public domain works is the Miller Street/Victoria Cross intersection, on which work is expected to begin later this year.
Victoria Cross will feature new iconic bus shelters on Miller Street and a new canopy entrance to Greenwood Plaza. A competition will be held to design the new structures in the next few months.
Mayor McCaffery said she was delighted with the initial support that property owners and developers in North Sydney were giving the CBD marketing campaign. "I am pleased that they have recognised Council's long-term commitment to the CBD and that seven companies have locked in a funding commitment of $5,000 per year for three years," she said.
A Breakfast Briefing on Wednesday 1 March for key stakeholders, investors, and business owners in North Sydney outlined Council's multi-layered approach to the future. Speakers included Mayor McCaffery, General Manager Penny Holloway and Director of Planning and Development Services Warwick Winn.
"A more vibrant CBD has emerged as an important direction for the North Sydney community over the next 15 years," said Mayor McCaffery. "In the past decade, our expectations about inner city life have changed, with people wanting more public, social and cultural activities. These demands have triggered Council's vision of a more diverse CBD."
Ends
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