Brisbane’s brightest brains say city must shake country shackles and dream big

Some of Brisbane’s brightest have declared the city needs to shake the shackles of its big country town reputation.

John JC Collins, Roxanne Hopkins, Anthony Ryan Claire Williams 15yrs, Jen Williams, before a thought-provoking long lunch as we unpack the evolution of Brand Brisbane. Picture: Steve Pohlner

Some of Brisbane’s brightest and boldest brains have declared the city needs to shake the shackles of its big country town reputation and sell itself to the world as a playful, green, welcoming and fun destination.

Modernising liquor laws to foster a more vibrant night-time economy, unlocking the potential of the river and Moreton Bay and creating captivating local and international branding were among the ideas to continue the city’s world-class transformation in the lead up to 2032.

The “Brand Brisbane: From Big Country Town to New World City and Beyond” event, hosted by the Committee for Brisbane, explored the river city’s evolving identity, how its self-image needs to be challenged and how understated its reputation is globally.

John JC Collins, Roxanne Hopkins, Anthony Ryan Claire Williams and Jen Williams. Picture: Steve Pohlner

Queensland’s inaugural Night-Life Economy Commissioner and Powderfinger bassist John “JC” Collins said Brisbane needed to be more “fun” but archaic laws were holding it back.

“I think at the moment, the liquor laws across Queensland don’t represent who we want to be, and that’s my job, to work towards with the (state) government, to come up with taking some restrictions off,” he said

Mr Collins said more late night transport options were also needed.

“If you want to go out and go home after 12.30am, you’ve got to get an Uber or taxi, so I think we need to improve our transport hubs like New York or Tokyo,” he said.

Brisbane Economic Development Agency CEO Anthony Ryan said the city was getting national recognition for its hotels, restaurants and universities, and visitation was increasing as the “big country town” reputation evolved.

“Where we’re at, at the moment in the history of this city, is that we are forging a path that we don’t need to be like anyone else,” he said.

Ross Elliott. Picture: Steve Pohlner

“I think Brisbane is one of those cities where it proves that you do not have to choose between lifestyle and opportunity.

“We’re comfortable with who we are and where we’re going, but we’re an Olympic city.

“We need to become champions of our own region.”

Racing Queensland Chairman Steve Wilson AM said Brisbane had been considered a “gateway” to other Queensland locations, like the Gold Coast and Far North.

But he said Brisbane was now better selling itself as the destination.

“I like to say there’s two types of Australians, … Queenslanders and people who want to become Queenslanders,” he said.

“People are coming here in droves, and they’re coming here because of the lifestyle and … all the things that we know we offer.”

Urbis Managing Parter said Brisbane needed a good tagline to galvanise the community and create investment opportunity.

Sofie Formica.

He said Barcelona was the most successful Olympic city transformation to take inspiration from.

“The thing we haven’t done particularly well historically, … we just name things as they are, and whilst I love the ‘river city’, it’s just a statement of geographical fact.

“It has no aspiration to it.

“I think we’re at a time where we could put a flag on the hill and be a bit bolder.

“My view would be, leading into the biggest sports carnival in the universe, now is the time … for us to have a completely externalised brand, not an internalised brand.”

Howard Smith Wharves CEO Luke Smith argued any Brisbane “brand” needed to be embraced by locals first.

Kath Rose.

“We all know the story that’s coming in 2032 we’re going to be on the world stage,” he said.

“There’s going to be so many people coming, and not just that year, but that that’s starting from now.

“What we’re trying to capture in our city is the feeling and the spirit.

“I think that our city is now at a stage where we are confident of where we are going.

“I think all of us in this room need to become the foot soldiers for our city.”

The Courier-Mail editor Chris Jones said the build up to 2032 was a “once in forever” opportunity.

Luke Fraser.

He said the city was no longer worried about being better than Sydney or Melbourne, but there was still more to be done to harness our best natural assets.

“I think the river and (Moreton) Bay is something … we still haven’t unlocked it, because there is not an easy way to unlock it. There is too many layers of bureaucracy,” he said

“I think if the (state) government, which it says it it’s committed to, gets out of the way of opening up of the opportunities, opening up the river, I think that could really add a whole lot of vibrancy.”