Brisbane is a world-class city, but does the rest of the world know it?

If the Gabba is to be transformed into a world class Olympic venue then it also needs a new name, writes property guru Stephen Conry.

Brisbane is a world-class city. But does the rest of the world know it?

The USA, for example, has only three cities greater in population than Brisbane, yet considerably more are global household names. Houston (population smaller than Brisbane, by the way), we have a problem!

Truly global cities are more often than not defined, or at least well recognised, by their landmarks. Most of those landmarks are in the built form, more so than gifted by nature. Sydney is more recognised globally by its stunning Opera House and Harbour Bridge than the Harbour these landmarks adorn.

The same could be said of New York and the Statue of Liberty, Paris and the Eiffel Tower, and of course any number of extraordinary buildings, from historic cathedrals to the most modern skyscrapers, that give their home cities global prominence.

Brisbane needs a world-class landmark to put it on the world stage.

The natural wonders of Brisbane, including one of the most meandering city rivers in the world, doesn’t actually profile Brisbane globally.

Rivers don’t dominate cities in the way that skylines do, particularly to the non-local observer.

We won’t need a cathedral like the Sagrada Familia in Barcelona, which attracts millions of visitors a year despite still not being complete after a hundred years!

But we will need to build, or upgrade, something that can make a big statement.

Perhaps our Cultural Centre or Convention Centre can be improved to become unmissable landmarks?

Let’s encourage our impressive Australian architectural profession, and the private sector and governments who will ultimately make development happen, to think BIG.

Who is the emerging Frank Lloyd Wright – the world-renowned architect who gave New York its Guggenheim Museum and much more – who can help project Brisbane’s image globally through more new and exciting structures, and deliver the valuable investment and opportunities which that would bring?

The Burj Al Arab hotel in Dubai is a drawcard in itself.

Can we start with the projects needed for the 2032 Olympics, which of course will be propelling Brisbane more onto the world stage.

The proposed and much-needed Brisbane Live complex would be an obvious contender. Developing a new entertainment precinct is a superb idea and situating it in a CBD location is vital.

And its name is brilliant. Why? To help profile our city we must start now on another important front for promoting Brisbane – ensuring the name Brisbane is deployed with buildings we have or propose.

A city’s landmarks and public amenity are known by their name too, not just how they look.

The Empire State Building and Statue of Liberty just scream “New York”.

The Gabba, to be rebuilt for the Olympics, is a reasonably well-known facility by cricket fans abroad. But it could become “Brisbane Stadium” so that our city becomes more known to those fans abroad. Or Suncorp Stadium should. People around the world refer to a rugby match they watched being held at “Suncorp”. Ah, no, that is a company. The match is actually being held in BRISBANE. That profiling afforded to a great local company through stadium naming rights could be invaluable profiling globally for Australia’s new world city – Brisbane.

Whatever price Suncorp is paying for naming rights to a world-class stadium is a cost that should be readily paid by Brisbane and Queensland for a rare and powerful opportunity to market Brisbane.

Even the ABC, who still curiously refer to Suncorp Stadium by the very old name “Lang Park”, would be able to use the new name.

There are other opportunities. Our capital city’s Queen’s Wharf development will tick the box of being an impressive addition to a great city skyline. It could be part of a new era of landmarks, just as the similar Marina Bay Sands development has successfully achieved in Singapore.

Why should Sydney have the Opera House and we have nothing? Picture by Damian Shaw

But how about finetuning its name. “Queen’s Wharf” is a quaint nod to the past.

What about Brisbane Place? Or Queensland Place?

Another is Victoria Park in the centre of Brisbane. The Lord Mayor’s exciting vision for it is to be applauded. But why keep the name Victoria Park? With due respect to a bygone era and monarch, it is also the name of another Australian state! Let’s call it Central Park Brisbane. Central Park in NYC is a classic landmark (marrying built form with nature) due to the vital amenity it provides that amazing city and the millions of visitors and tourist dollars it attracts! The name “Central Park” is self-defining. Adding “Brisbane” will help define our city to more people globally.

Everyone knows where the Eiffel Tower is, even if they haven’t visited Paris. How? Because a picture is worth a thousand words, and millions of visitors! Images of Brisbane’s landmarks could proudly reverberate around the globe too. Let’s get Brisbane more on to the world stage via a serious new landmark or two, ideally carrying the great name “Brisbane”, befitting a city which can, with heightened ambition, go from world-class to world-leading.

Stephen Conry AM is CEO of JLL, the largest commercial property services firm in Australia.