PROJECT
Strategic Analysis of F&B Precincts
STOCKLAND SHELLHARBOUR
TASK
- Dissect the competition and analyse target customer demographics.
- Confirmation of sustainability and proposed tenancy mix for the Town Square precinct.
OUTCOME
Stockland Shellharbour is a good example of our strategic approach to developing new precincts. This $150M redevelopment included a new Myer and Town Square precinct.
We identified that the Town Square would perform to its best if it had a daytime rather than evening F&B focus. This meant a different spatial plan and tenancy mix was appropriate, which significantly reduced the amount of GLA dedicated to F&B.
As a result, Stockland re-jigged the precinct to include some quasi-commercial services and a lease plan for F&B was taken to market. This was instantly adopted by tenants.
