The Parade, Norwood: How to rejuvenate shopping and dining strip in eastern suburbs

ONCE a shopping and dining destination, Norwood’s Parade risks losing its pulling power unless it can be reinvented, refreshed and revitalised, the local mayor warns. Now, his council is turning its attention to securing the future of the strip.

Blooms owner Cathie Manualli has been on The Parade for 12 years. Picture: AAP/Roy Vandervegt

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WHEN Cathie Manuelli took over a family-run florist just a kick from Norwood Oval 12 years ago, The Parade was brimming with independent retailers.

Within walking distance of her shop was Frank Vari’s continental grocery, shoe repairer Roberto Piatanesi and Marios Louca’s famous fish cafe.

But as the years went on, Mrs Manuelli says traders began to feel the squeeze of rising rent and less foot traffic

“There is no longer the little business down The Parade, they are all multinationals,” Mrs Manuelli says.

“The Parade is no different to what you get in Westfield and Tea Tree Plaza, so what is the drawcard to come to Norwood?

“Why would you come to The Parade where you have parking issues, when you can go to a massive big shopping centre that has plenty of carparks and is under a roof?

“Before we had an individuality, whereas now there isn’t a point of difference.”

Cathie Manuelli of Blooms on The Parade. Picture: AAP / Roy Vandervegt

Across Adelaide, shopping districts are now investing big money to stay ahead of the pack.

Burnside Village — less than 4km from The Parade — earlier this year announced it would spend $131 million expanding the centre and, in turn, its reputation as one of Adelaide’s premier shopping precincts.

That redevelopment comes just eight years after its last, $100 million expansion.

International giants H & M, Pottery Barn and Uniqlo are all tipped to set up shop in the expanded village.

A revitalised Prospect Rd — less than 9km away — has had an influx of visitors with the opening of the Palace Nova cinema and several associated restaurants and cafes.

And, while slightly further afield, Tea Tree Plaza will spend $235 million to add another two screens to its cinema complex, as well as more shops and more restaurants.

All of this investment is not lost on Norwood, Payneham & St Peters Mayor Robert Bria.

“I think the biggest risk for The Parade is not the economy, but it is complacency,” says Mr Bria, who has led the council for 13 years and, as such, has seen the changes to the shopping and dining strip.

“The belief that everything will just be fine if we leave it as they are is a dangerous mindset to develop for The Parade.

“We need to ensure that we are innovative and don’t dismiss ideas that may seem a bit left field.

“If we stand still, it essentially means we are going backwards.”

Norwood, Payneham & St Peters Mayor Robert Bria in front of the town hall. Picture: Sam Wundke

One of those ideas, championed by Mr Bria, was the former Labor government’s proposal for a tramline to Norwood.

That, Mr Bria says, would have brought more people to not only to The Parade’s shops and restuartants, but provided easy access to Norwood Oval, which has been enjoying its own resurgence, thanks largely to the success of the AFL women’s competition.

“The tram would have been a game changer, no question,” he says.

“I think The Parade would be OK as long as no other main street doesn’t get the tram.

“From my perspective, (the trams) could have cemented The Parade as Adelaide’s premier main street for the next 20 to 30 years.”

But with the change of government and the tram proposal now off the cards, the council is determined to find other ways to bring more people back to The Parade and, in turn, attract more developers and businesses.

Over the past two years, it has worked alongside traders, shoppers and residents to develop a masterplan that will breathe new life into Norwood.
The plan — which was shelved while the tram plans were worked through — is set to be released for final consultation this month.

It aims to create a better night-time atmosphere and improve pedestrian access.

Widening footpaths for alfresco dining and creating a community meeting space are two ideas the council hopes will help reinvigorate The Parade.

“The masterplan project is so important because it offers a once-in-a-generation opportunity to be bold and brave with ideas to shape The Parade’s future,” Mr Bria says.

“Change is seen as an opportunity, not a threat.”

The intersection of The Parade and George St in Norwood. Picture: Eugene Boisvert

Not helping the cause is a seemingly abandoned plan by supermarket giant Coles to spend $50 million redeveloping Norwood Mall.

Coles was to have created a new supermarket, as well as a laneway of restaurants and a cafe overlooking James Coke Park, but, in late 2016, missed a final deadline to start work on the upgrade.

In February last year, it said it remained “committed” to the redevelopment, but has been silent on its plans since.

Despite these challenges, developers are not shying away from pouring money into Norwood.

Apartment complexes worth almost $75 million are breathing new life into the top end of The Parade.

Peregrine Corporation has invested $50 million into redeveloping its head office, on the corner of The Parade and Portrush Rd, which will have accommodation, a pool, gym and offices to cater for more than 450 staff.

A $11.5 million apartment complex next to the Bath Hotel has shot up in recent weeks, while work on a $12 million residential high-rise next to the old water tower has also begun.

The Grind @ Norwood owner David Corbo, whose cafe is only a short walk from all three developments, says it is an exciting time for The Parade.

“The Parade is changing so much with apartments and everything that is going on,” says Mr Corbo, who opened his store in 2010.

“If you look at the growth in the last three or four years, there has been a lot of businesses opening up here because of the apartments. “Purely the fact that these apartments are going up, I think people will come to The Parade and see what it has to offer.”