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Strategic DirectiONS 2015/16DriViNg tHe ecONOMic FUtUre OF tHe rOcKS

cONteNtS

1 Custodianship 2

About The Rocks

2 Strategic directions 3

3 Location 4

4 Visitation 6

5 An enviable visitor profile 10

6 Brand Implementation Plan 12

7 The Rocks Retail Leasing Plan 14

8 Living Heritage Plan 18

9 Public Domain Design Plan 20

10 Place Activation Plan 22

The Rocks Strategic Directions 2015/16 (As at 23/6/16) 1

2 The Rocks Strategic Directions 2015/16 (As at 23/6/16)

1aBOUt tHe rOcKS The Rocks is an iconic location, situated between the two most recognisable symbols of Australia: Sydney Harbour Bridge and Sydney Opera House.

The Rocks precinct:

• is 26 hectares of premium real estate

• has prime access to the CBD and all modes of transport

• adjoins Sydney Harbour

• is home to much loved cultural institutions.

More than 14 million people visit The Rocks each year and the precinct contributes $400 million per year to the NSW visitor economy.

As well as being Australia’s most significant historic precinct, The Rocks is a vibrant and contemporary space, well placed for future growth.

As a NSW Government agency, Property NSW works through SHFA to ensure the activation and profitability of The Rocks for the mutual benefit of tenants, visitors and the taxpayers of NSW.

As a Government agency, Property NSW works to ensure the activation and profitability of The Rocks for the mutual benefit of tenants, visitors and the taxpayers of NSW.

cUStODiaNSHiPProperty NSW manages the assets of Sydney Harbour Foreshore Authority (SHFA), which was established under the Sydney Harbour Foreshore Authority Act 1998. SHFA is the landowner of The Rocks, working as part of Property NSW, in the role the custodian of the precinct.

Its main roles are:• place management

• heritage conservation

• urban renewal

• custodianship of NSW’s most state significant harbour foreshore areas.

SHFA through Property NSW, manages commercial and retail leases, and provides security, cleaning, building maintenance and other asset management services. It manages and curates two key heritage and cultural precincts – The Rocks/Circular Quay and Darling Harbour – which together attract over 41 million visitors annually.

SHFA through PNSW contributes $1.2 billion gross value added to the NSW visitor economy. Its corporate vision is to create extraordinary places in Sydney that the world talks about.

2Strategic DirectiONSThis document explores the strategic directions developed by SHFA as custodian of The Rocks.

SHFA’s corporate vision is to create extraordinary places in Sydney that the world talks about. For The Rocks, the vision is to create one of the most envied heritage destinations in the world.

To achieve this vision in The Rocks, SHFA has developed the following key strategic plans which form the basis of its strategic direction:

1. Retail Leasing Plan

2. Brand Implementation Plan

3. Living Heritage Plan

4. Public Domain Design Plan

5. Place Activation Plan


Our vision is to make The Rocks one of the most envied heritage destinations in the world.

LOcatiONThe Rocks is well defined by its boundaries: Grosvenor Street marks the southern boundary and Circular Quay provides a waterside edge in the east; the dramatic headland part of Dawes Point defines its northern extent, and Sydney Harbour Bridge marks the western edge.

George Street provides the main link from The Rocks to Sydney’s CBD. Argyle Street provides the link towards Millers Point, Walsh Bay and Barangaroo.

3

Barangaroo pedestrian connection construction

underway

Connection from CBD via George Street

Access from Walsh Bayvia George Street

Access from Overseas Passenger

Terminal

Access from Circular Quay

The precinct’s position within the changing harbour foreshore also links The Rocks to a suite of new developments that will stimulate visitation and demand in the coming years, including Barangaroo, Goldfields House, Bridge Street and Circular Quay Light Rail.

Few places in Australia offer an experience where the architecture and urban landscape of the eighteenth, nineteenth and early-twentieth centuries remain.


2015 2019

Barangaroo• Barangaroo South first residential tower and Hotel complete*

• Phase One Central Barangaroo complete

Light raiL Completion of project connecting Circular Quay, the CBD and the south east, including Moore Park and the University of NSW, and the pedestrianisation of George Street, between Bathurst and Hunter streets.

* subject to approvals

Barangaroo• Public domain progressively opens, including City Walk Bridge

• Waterfront residential buildings complete

• Central Barangaroo development contracts awarded

Barangaroo• Second and third commercial towers open at Barangaroo

• Work commences on Phase One development in Central

• Barangaroo South public domain opens

2016


ViSitatiON - NOwThe 14.4 million people who visited The Rocks between July 2013 and July 2014 came from Sydney, around Australia and around the world. Visitors from other parts of Australia contributed the highest spend, followed by international visitors. Sydneysiders visit, on average, five times per year.

4


The Rocks Aroma Festival

21,000 and steadily growing

256+ Per Annum

28 million Each Year

Circular Quay office JobsNumber of cruise ships at

Overseas Passenger Terminal

International

Domestic

Sydney

International

Domestic

Sydney

Circular Quay public transport

37%

21%

43%

Visitor origin Overall

Interna.onal Domes.c Sydney

June 2014

$83 $101

$56

$-‐ $20.00 $40.00 $60.00 $80.00

$100.00 $120.00

Jun-‐14

Interna5onal Domes5c Sydney

Visitor Expenditure in The Rocks


ViSitatiON - FUtUreThe number of people visiting The Rocks is set to rise in the coming years as new urban developments and public transport connections come on line, and cruise ship arrivals increase.


43 FLOORS

197 New Apartments

33,000 People Per Day

300% Increase BY 2030

9,000 People Per Hour*

50 Bridge StreetNumber of cruise ships at

Overseas Passenger Terminal

Forecast to contribute $1.1 billion to NSW economy by 2020

Goldfields House

Barangaroo ConnectionCircular Quay Light Rail

Over 256 cruise ship arrivals at circular quay in 2015

Cruise ship arrival days

* Sydney City Centre Access Strategy December 2013


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aN eNViaBLe ViSitOr PrOFiLe

LeISuRe SuITS

• Affluent white collar workers

• Aged 25–55

• Based in the city

• Casual dining after work bars

Drive demand

CuRIOuSLy CReATIVe

• Affluent white collar workers

• Aged 18-34

• Based in the city

• Culturally aware

• Creative authentic

Create atmosphere

SOPHISTICATeD TOuRIST

• Loves to discover heritage

• Seeks genuine experiences

• Likes to explore

• Visits galleries

• Fine dining

Drive visitor economy

For The Rocks to achieve its vision, it must appeal to its target audience:

1. Leisure Suits

2. Sophisticated Tourist

3. Curiously Creative

It is also essential to stay abreast of growing audiences such as:

1. families from Sydney and around Australia

2. cruise ship passengers.

BraND iMPLeMeNtatiON PLaNSHFA’s Retail Leasing Plan for The Rocks is supported by the brand plan reinforcing the qualities that make the precinct alluring and unique.

The defining phrase for The Rocks brand is ‘Made by Many Hands’. This embodies the idea of craft handed down over the years, with each generation finding and nurturing its own interpretation.

The Rocks brand evokes the following qualities:

• Unique

• Curious

• Intimate

• Savouring

The Rocks Brand supports the preferred retail mix, bespoke products and boutique experiences, enjoyed in a relaxed atmosphere and beautiful physical environment.

MaDe BY MaNY HaNDS

cUriOUS

iNtiMate

SaVOUriNg


6

tHe rOcKS retaiL LeaSiNg PLaNThe Rocks Retail Leasing Plan positions the precinct as an alluring world-class retail destination for Sydneysiders, domestic travellers and international visitors alike.

The Rocks Leasing Plan consists of a series of policies and procedures that guide and inform SHFA’s leasing and property management decisions.

The key documents can be found on Property NSW website and consist of:

• Strategic Directions 2015/16

• Retail Leasing Direction 2015/16

• Leasing Guide 2015/16

• Information Guide 2015/16

The type and combination of retail tenants has a profound impact on the character of The Rocks and, in turn, on visitation and visitor spend. In assessing a prospective tenant’s application to lease a property in this unique precinct, SHFA looks for:

• a vibrant business that fits the preferred retail mix

• a distinct product, not replicated elsewhere in the precinct

• a business that adds to the overall success of The Rocks.

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The Rocks Strategic Directions (As at 20/4/2015) 13

PreFerreD retaiL MixFor The Rocks to achieve its vision it must appeal to its target audiences and three retail categories have been identified as the pillars of demand for these groups:

1. Food Experience

2. Fashion, Arts and Creativity

3. Health, Beauty and Wellbeing

FOOD exPeRIeNCe

• After work dining and drinks, from casual to fine dining

• Dining experiences that are about more than just the food

• Produce and products from premium suppliers

• Quality produce, carefully selected and beautifully presented

• Guest chefs, cooking lessons, the ability to recreate

• Uniquely Australian

FASHION, ARTS AND CReATIVITy

• The best craftsmanship, design and experiences on offer

• Show the masters at work and the stories behind their craft; a spectacle and theatre in the making, immersing the customer in the experience

• Bring the bespoke, the one-off and the unique to life

• Gifts expressing The Rocks’ heritage

• Locally designed and made artefacts

• Contemporary fashion for all ages

HeALTH, BeAuTy AND WeLLBeING

• Health and beauty, body balance, wellness, self- pampering, natural products, day spa beauty treatments

• Boutique but with a reputation built in other locations

• Eco-friendly household goods, homewares and domestic products


Current Rocks brand campaign representing tenants

16 The Rocks Strategic Directions (As at 20/5/2015) 16 The Rocks Strategic Directions 2015/16 (As at 23/6/16)

ZONeS

Waterfront The waterfront zone skirts the stunning foreshore of Sydney Harbour. It is a place for visitors to soak up the relaxed atmosphere of The Rocks and enjoy world-class views from a selection of luxury hotels and fine restaurants.

Businesses in the Waterfront zone:

• dining

• luxury accommodation

• cultural institutions

Heart of The RocksAt the heart of The Rocks is a network of laneways and winding streets, home to businesses from across the spectrum of the retail mix for the precinct. The emphasis here is on distinctive experiences – bespoke products and boutique venues.

Businesses in the Heart of The Rocks:

• casual and fine dining

• bespoke craftsmanship

• accommodation

• The Rocks Markets

• pubs

• health, wellbeing and professional grooming

• creative commercial enterprises

• cultural institutions

Top of The RocksThe upper part of The Rocks offers spectacular high-ground views of the harbour from a network of streets, laneways and public spaces. It is the gateway to Sydney Harbour Bridge for pedestrians and tour groups.

Businesses in the Top of The Rocks:

• pubs

• accommodation

• tour businesses

• a range of commercial enterprises

The three zones are connected by George Street, the bustling main street of The Rocks and home to the Museum of Contemporary Art and the famous Rocks Markets.

The Rocks has three different retail zones, each zone also encompasses creative commercial enterprises. The particular location of a new business in The Rocks will depend on its fit with the three zones.

PreciNct zONeS

1 Heart of the Rocks: Denham store2 Waterfront dining: Sydney Park Hyatt3 Top of The Rocks: The Glenmore Hotel


1

2 3

1

Waterfront

Top of The Rocks

Heart of The Rocks

LiViNg Heritage PLaNThe Rocks represents a continually evolving history, with each successive layer holding wonderful stories of the past.

SHFA is responsible for preserving this unique heritage, while ensuring The Rocks remains alive and vibrant for new generations.

SHFA’s approach to best-practice heritage management in The Rocks includes:

• adaptive reuse and care of heritage buildings

• maintaining a Heritage and Conservation Register of all State-listed heritage items

• protecting, managing and maintaining these assets

• preparing conservation management plans (CMPs) for each item

• assessing heritage applications.

Adaptive reuse of heritage buildingsJust as it will always protect the heritage buildings in The Rocks, SHFA is always looking for ways to keep these buildings relevant, find new uses and give them new lives. Adaptive reuse can transform a single building, or entail major conservation and upgrade works.

The following examples include heritage properties that have already been transformed and concepts for a progressive upgrade in the laneways.

Creperie Suzette

Formerly a gift store, this heritage building recently began a new life as a stylish creperie. The refurbishment unified the space and revealed the beauty of the original brick walls and arches.

Le Pain Quotidien (the old police station)

SHFA was awarded the National Commendation for Heritage at the 2014 Australian Institute of Architects Awards, for its restoration of one of Sydney’s oldest buildings, now under lease to Le Pain Quotidien The Rocks.

Nurses Walk

SHFA is enhancing the Nurses Walk laneway as part of a broader strategy to create more public destinations in the heart of The Rocks. Visitors will be encouraged to linger and enjoy the streetscape and its history, through the installation of public seating and enhanced green spaces.

Assessing heritage applicationsSHFA’s team of highly experienced heritage and design experts provide expert and early advice to lessees on proposed building works and upgrades. They provide helpful advice on how heritage buildings can be transformed to meet the requirements of contemporary businesses. SHFA encourages lessees to ask for advice early and as often as needed.

Conservation Management Plans (CMPs)The CMP is the key tool for managing a heritage building. It includes principles and guidance for lessees about a building’s ongoing care and maintenance requirements, as well as guidance on appropriate alterations and additions to accommodate a 21st century lifestyle.

Change is embraced in heritage properties where it is compatible with the heritage significance of the property, the site and The Rocks. The CMP identifies:

• the heritage materials and details on which the building’s heritage status depends

• opportunities for new uses, internal changes and minor alterations and additions where suitable.

Heritage and Conservation RegisterThere are 98 State-listed buildings and structures in The Rocks, as well as 19 locally-listed items. The State-listed register summarises the history and significance of each heritage item, all key background research available, and the required management measures to preserve and continue to use the buildings as lifestyles and needs change. The register is available on SHFA’s website at Heritage and Conservation register

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Le Pain Quotidien (the old police station) Nurses Walk rear of former Rockpool (artist’s impression)

Creperie Suzette


PUBLic DOMaiN DeSigN PLaN The Rocks Refresh is a public domain strategy that provides a compelling vision for enhancing The Rocks over the next 10 years. It establishes guidelines for a transformation that will enhance the public realm experience and its design spaces, attracting more locals and visitors to enjoy this unique place.

The Rocks Refresh is based on a public realm study commissioned by SHFA and undertaken by international design experts Taylor Cullity Lethlean (TCL) and Peter Elliot Architects in 2014.

Its aim is to simplify and edit out a myriad of elements that clutter and detract from The Rocks as a place of great historical significance. The intent is not to diminish the complex interaction between people and the fabric of the place, but to keep the energy alive.

Change will be implemented at two different scales – small scale and large scale.

Small scaleAn ongoing program of minor public domain works is already improving the visitor experience in The Rocks through changes as simple as updating the street furniture, removing unnecessary infrastructure in the streets, and adding colour with new planter boxes. Lighting within the precinct is being reviewed and reframed to better highlight the beauty of the buildings and The Rocks streetscapes by night.

Large scaleLarge projects planned for The Rocks will transform key streets and spaces, making The Rocks a more inviting destination. For example, an upgrade of Cumberland Street, which is an important link to the Sydney Harbour Bridge and the CBD, will see wider footpaths and plantings installed to enhance the enjoyment of people visiting the Bridge Climb, working in office spaces, or exploring the upper streets of The Rocks.

Key aspects of the strategy include:

• connecting The Rocks to Circular Quay

• better connecting Argyle and George Streets with areas outside the precinct and laneways inside the precinct

• unlocking the hidden networks of laneways

• enlivening The Rocks with enhanced public destinations

• improving the experience for pedestrians

• creating a memorable nighttime experience

• enhancing arrival points at The Rocks

• connecting with Dawes Point.

As the public domain strategy is implemented, The Rocks will be subtly transformed and better connected to its past through the use of high quality materials and urban elements, and by highlighting unique features such as The Argyle Cut and the network of lanes, courts and stairways.

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(artist’s impression)


PLace actiVatiON PLaNEach year SHFA produces and presents an exciting program of events and activities in The Rocks, supported by comprehensive marketing and advertising campaigns. The goal of this place activation strategy is to increase visitation, visitor spend and enhance visitor experience in The Rocks.

1. events and activations

MAJOR ANNuAL eVeNTS

SHFA produces three major annual events in The Rocks – Australia Day, Aroma Festival and Village Bizarre – and is also a key enabling partner for whole-of-government activities for Vivid Sydney and New Year’s Eve. Each of these major annual events is supported by a marketing strategy, including a public relations campaign and targeted advertising to heighten pre-event awareness and drive attendance.

SPeCIAL eVeNTS

Alongside these major annual events, SHFA produces one-off activities that help make The Rocks a vibrant place to visit and to work in.

• Interpretative events: creative events that reveal the rich heritage of The Rocks. Previous events include The Rocks Windmill, Vintage Dinner, and The Rocks Boatshed.

• The Rocks Pop-up Program: ongoing activation of vacant spaces and public areas.

• Public domain opportunities: There are opportunities for community and private activation of the public domain areas of The Rocks. Proposals are considered by SHFA’s Venue Hire team.

The most popular public domain areas in The Rocks include First Fleet Park, Hickson Road Reserve, Dawes Point and The Rocks Square.

2. The Rocks MarketsThe two markets held each week in The Rocks reflect the precinct’s brand by offering visitors a selection of bespoke, handmade and individual products and experiences not to be found elsewhere.

• The Rocks Weekend Market: 200 stalls feature a range of fashion and accessories by emerging designers, homewares and linen, beauty products, jewellery, visual art and crafts. About 20,000 people visit The Rocks Market each weekend.

• The Rocks Friday Foodie Market: a range of freshly prepared food, condiments and homewares.

3. Annual marketing program

BRAND CAMPAIGNS

SHFA runs several brand campaigns each year to ensure that awareness of The Rocks remains high. These evolving campaigns create and reinvigorate Sydneysiders’ interest in The Rocks, keeping the precinct top of mind for those considering a place to shop, dine or spend their leisure time.

DIGITAL CHANNeLS

SHFA manages the core consumer-facing website for The Rocks therocks.com,which incorporates The Rocks Markets and The Rocks Discovery Museum. It also ensures a regular promotional presence for The Rocks on the following social media and online channels:

- Facebook/therocks

- Twitter@therocks

- Instagram@therocks

- YouTube/SHFATheRocks

MAPS AND GuIDeS

SHFA reaches a large international and domestic audience each year by promoting The Rocks precinct through maps and guides, including Sydney Official Guide (750,000 copies distributed annually), Sydney Map (300,000 maps distributed annually), and The Rocks Map (produced annually by SHFA, with a print run of 150,000).

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The Rocks Strategic Directions 25The Rocks Strategic Directions 2015/16 (As at 23/6/16) 23

4. Cooperative marketing with retail tenants

Retail tenants are invited to participate in cooperative marketing, promoting both The Rocks and the businesses located here. SHFA offers a range of free and paid promotional opportunities in a variety of media.

Each month the marketing team contacts tenants to let them know what’s on in the precinct and how to get involved. Tenants are encouraged to provide SHFA with information on their own upcoming events or special offers for the month.

Selected tenant information is used to create ‘What’s On’ precinct posters and promoted through The Rocks’ website therocks.com and social media channels. Tenants can also create their own webpage on therocks.com – a free opportunity to reach 48,000 unique website visitors per month.

A 2014 report by Tourism and Transport Forum Australia (TFF) confirmed the importance of events in driving tourism and enhancing the visitor economy. For The Rocks, it found the average visitor spend was $99 on event days, compared with $54 on non-event days (2012/13).


Aroma festivalTHE FINEST BLEND

Sunday 27 July10am – 5pm

With events and workshops throughout July

therocks.com

The Rocks Strategic Directions 2015/16 (As at 23/6/16) 25Disclaimer: This document may be subject to change without notice.

For all retail enquiries please contact:

Tim Andrews

0408 616 708

[email protected]

For all commercial enquiries please contact:

Cosmas Raco

02 8243 9913 0408 112 241

June 2016

every building in The Rocks has its own story. Property NSW is preserving the stories of the past and inviting new generations to create their own stories in this unique place.

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