Geelong CBD transformation taking shape as city prepares for population and jobs boom

With a growing list of projects that are set to reshape the city’s skyline, Geelong must ensure it makes the most of its opportunities.

Andrew Hoyne was the keynote speaker at the Property Council’s “Unlock the future of Geelong” event on Friday. He has strong opinions on how Geelong’s CBD should take shape. Photo: Alan Barber.

As another multistorey development in a northern pocket of central Geelong is given the green light, the city is being warned to “not mess up” the modernisation of its CBD.

Adding to a growing list of approved projects that are set to reshape the city’s skyline, Chinese-backed developer Nan Xin Property’s plans for a $48m, 12-storey office tower at 10-18 Brougham St have been approved by the state’s planning minister, Sonya Kilkenny.

Next door at 20-28 Brougham St, rich lister Tim Gurner says he is committed to pressing ahead with the development of a 19-storey, $300m mixed-use precinct featuring a five-star hotel and luxury apartments.

Despite losing a battle to have the building height increased from 65m to 78m and industry murmurings he had walked away from the project, Mr Gurner says everything is on track.

“We are very excited about our recent approval and we are full steam ahead, with some big announcements in the coming months before the residences launch in 2024,” he says.

Tim Gurner says he is committed to his $300m development at 20-28 Brougham St.

The permits for both Brougham St projects were issued by the state government under its new Central Geelong Framework Plan (CGFP).

Following a more than year-long delay that effectively left the industry in no man’s land, it was released in March and will act as the go-to guide for development in Geelong’s CBD.

The plan’s “vision” is to grow the CBD’s population from its current level of approximately 2500 people to 16,000 by 2050 through high density, apartment style living.

It has also set a target of 60,000 CBD jobs.

On Friday, the city’s property sector gathered at Geelong library to hear how strategic planning and innovative design will breathe new life into dormant areas, transforming them into vibrant hubs of culture, commerce, and recreation.

Sydney-based industry veteran Andrew Hoyne was the key note speaker.

Mr Hoyne, 55, is behind the The Place Economy series of books that look at best practice placemaking around the globe and its social and economic impacts.

Not shy of an opinion, he says “tall towers” represent a change Geelong must accept if it is to flourish.

He is pessimistic about the CBD population target and “preferred” maximum building heights contained in the CGFP, saying their conservative nature could have an adverse impact by stifling ambition.

“I have a really strong view on some of the things that need to happen in the ‘regional capitals’ … Newcastle, Wollongong, Townsville, Cairns, Launceston, Geelong,” Mr Hoyne says.

“You could potentially double, or even triple that (population target) number by 2050 to really turn the centre of Geelong into a dynamic destination.

“The concern I have with Geelong, having been going there off and on for 50 years … it really hasn’t evolved at the speed I feel it’s had the potential to.

“Geelong’s poised for success, don’t mess it up.”

A short stroll east from the Brougham St sites is the future home of Cunningham Place.

Located at 35 Corio St, the $250m, 17-storey mixed use development was the first major project approved under the CGFP.

Comprising a conference facility and auditorium, luxury hotel and more than 60 residential apartments with views across Corio Bay, construction is expected to commence in the first half of next year.

Simon Loader from Tract Consulting, who played a key role in the planning of Cunningham Place, says the CGFP has delivered the certainty required to make an informed decision when considering investing in Geelong.

“Increased approvals and leasing or sales campaigns certainly suggests there is a new wave of development activity about to hit Geelong,” he says.

“It is critical that we maintain a steadier stream of approvals to avoid the boom bust cycle that has occurred in Geelong to date.”

Ratio’s James Hamilton.

James Hamilton from Ratio is Nan Xin Property’s local representative.

While happy to get approval for a project that will deliver 11,000sq metres of premium office space and ground floor retail tenancies, he says an almost 12-month wait between submission and decision was frustrating.

“We need to see the red carpet being rolled out in terms of processing times,” he says.

“At the end of the day, Geelong needs some activation through new developments.”

Nat Anson from Urbis says since the release of the CGFP there’s been more sites come to market and wider interest from developers when they do.

“The completion of the Quest and Geelong Quarter developments is very positive and behind the scenes there’s a pipeline of sites for development through acquisitions and the preparation of planning permits,” he says.

Not everyone is on board the development train, however.

The Geelong branch of the National Trust is fighting to keep the historic Waverley house from being demolished as part of the $290m convention centre development.

More broadly, Trust representative Jennifer Bantow says developers are not respecting the city’s history, citing plans for the Gurner development that will effectively see the former Dennys Lascelles wool store become a carpark for residents and hotel guests.

“The street grid (of Geelong) was originally designed to be slightly askew from north, east, south west, so you could look down every main street and get a view of the bay and You Yangs,” she says.

“That’s what the original planners did, it was so good, but now we’re wrecking it.”

Mr Hoyne blames the media for creating a fear that “height is bad, you don’t want tall towers”.

But he says without a thriving CBD – in terms of employment, residents and experiences – a night-time economy can never be achieved.

“Geelong’s CBD is dire from that point of view,” he says.

“If you don’t create enough experiences, if you don’t have a night-time economy, that’s when you get scary cities.

“If you’ve got a tonne of workers, lots of residents and students, then you’re covering all times of day and all days of the week, and you’re actually creating opportunity for retailers, food and beverage operators, and a night-time economy to be successful.

“If people take a NIMBY perspective, they’re simply being greedy and looking into the past to recreate something that they probably can’t remember how it felt in the first place.”

APPROVED CBD PROJECTS

10-18 Brougham St

Artist impression of the proposed development at 10-18 Brougham St.

The first foray into Geelong by Chinese-backed developer Nan Xin Property has been given go-ahead.

The $48m, 12-storey office tower will offer 11,000sq metres of office space and ground floor retail tenancies one block back from the waterfront.

The site is adjacent to the Dennys Lascelles wool store – the site earmarked by Tim Gurner for a $300m development that has also been greenlit.

“We’re absolutely delighted with the outcome,” Nan Xin spokesman James Hamilton says.

No timeline has been set for construction to commence.

35 Corio St

Artist impression of the proposed development at 35 Corio St.

Cunningham Place, as it is known as, is being spearheaded by the Amber Property Group and will incorporate a 5000sq metre conference facility with a 650‐seat auditorium, 168‐room hotel, and more than 60 residential apartments.

In granting approval, planning minister Sonya Kilkenny chose to enforce the 60m “preferred” height limit for the precinct, meaning developers have to shave 3m from the structure.

Construction is expected to commence in the first half of next year.

AWAITING APPROVAL

1-3a Yarra St and 88 Brougham St

Artist impression of the proposed development at 1-3a Yarra St and 88 Brougham St.

An initial application in October last year incorporating only 88 Brougham St has evolved since the proponent acquired adjoining land at 1-3a Yarra St.

The proposed project is now a 13-storey residential apartment building, 42.2m high, with three ground level retail tenancies and three levels of basement parking comprising 170 parks.

The 118 apartments will include seven penthouses across the top four levels.

If approved, the apartment mix will be 27 one-bedroom, 64 two-bedroom, 26 three-bedroom dwellings, and one four-bedroom dwelling.

“The building comprises a clean and contemporary architectural response with graduated form and rounded edges,” the application states.

81 Myers St

Artist impression of the proposed development at 81 Myers St.

There’s plans to transform a central Geelong hotel dating back to the mid-1800s into a $14m, 12-storey office complex.

The project planned for the former Star Hotel site at 81 Myers St is being marketed as a “boutique commercial office tower”.

Located on the corner of Myers and Star streets, directly opposite St John of God Hospital, the 260sq metre block last sold for $1.23m in 2018 and is currently home to Dorevitch Pathology.

The proposed building’s height of 39m exceeds the precinct’s recommended maximum height of 28m, as outlined in the CGFP.

Originally published as Geelong CBD transformation taking shape as city prepares for population and jobs boom