Developer Pep Rocca’s bold vision for The Parade in Norwood includes a tram line

How would you transform The Parade in Norwood into a destination like South Yarra or Paddington? A local developer reckons he has the answer.

A tram extension connecting Norwood with the CBD, a vibrant small bar scene and more apartments would make The Parade one of the country’s premier high street destinations, comparable to Melbourne’s South Yarra and Sydney’s Paddington, a prominent developer says.

Pep Rocca, who has spearheaded more than $300m worth of development in the precinct in recent years, has outlined his vision for The Parade after securing planning approval for a $95m plan to build an eight-storey apartment building – known as ORTA – opposite the historic Norwood Hotel.

Mr Rocca said more projects like his $110m COMO apartment, retail and office development, currently under construction at the Norwood Mall site, would help elevate The Parade to one of the country’s “must-visit high street” destinations, rivalling the most vibrant neighbourhoods in the eastern states and around the world.

Artist’s impression of Australasian Property Developments’ $110m COMO project. Picture: Supplied by Australasian Property Developments

Australasian Property Developments managing director Pep Rocca on The Parade in Norwood. Picture: Supplied/Metric

“I’ve worked in Norwood for 30 years, my whole life is on The Parade,” he said.

“I want to see Norwood become a major high street destination comparable to the likes of Paddington in Sydney and South Yarra in Melbourne.

“People want to reside where there’s cosmopolitan living. They want excitement.”

The centrepiece of Mr Rocca’s vision is a tram line extension from the CBD to the heart of Norwood.

Australasian Property Developments managing director Pep Rocca. Picture: Supplied/Metric

Steven Marshall’s victory at the 2018 election killed off Labor’s tram plans at the time, which included a $279m extension of the line from North Tce along The Parade through to Norwood.

Mr Marshall had argued the proposed extension had little support from local residents given it would disrupt traffic, reduce parking and require the removal of the strip’s landmark ironbark trees.

But Mr Rocca wants the tram extension back on the agenda, arguing it would stimulate further development and would make Norwood an even more sought-after place to work, live and play.

“It would be wonderful to restore the original tram line on The Parade,” he said.

“Trams are used in all the best metropolitan places in the world to connect people with the central business district. This is the way of the future in any progressive city.”

Artist's impression of the ORTA development, which secured planning approval this week. Picture: Supplied by Australasian Property Developments

A tram line extension would also stimulate further development at the eastern end of The Parade, Mr Rocca said, including more apartments, restaurants, bars and offices between Osmond Tce and Fullarton Rd.

But a state government spokeswoman said priorities had changed since the 2018 election, and the new government had no plans for tram extensions.

“The government’s priorities are to fix the health crisis and grow the state’s economy by investing in skills, early education, advanced manufacturing and projects that build on our leadership in renewable energy such as the hydrogen jobs plan,” she said.

In addition to the COMO and ORTA projects, Mr Rocca last year splashed out $15m on a 4300sq m site on the corner of The Parade and Sydenham Rd.

Designs for a mixed-use development on the site are currently being drawn up.