hello from the space agency 2017
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C R E A T I N G N E W
D E S T I N A T I O N SSTART HERE
HELLO!The Space Agency is a strategic consultancy that specialises in property, precinct and place activation. We work with developers, asset managers and government to design and implement custom activation solutions that increase the earning and engagement potential of their new, under-performing or under-utilised properties and precincts. Our small team of creative consultants from across real estate, business, retail, hospitality, construction and event management work together to reimagine space to deliver economic, cultural and social value and create new destinations.
“We must a lways think of ourselves as pioneers to understand the importance of space.”
Buzz Aldr in
WE ARE NOT ASTRONAUTS
We are pioneering activation experts who provide:
• Development Activation Strategy• Development Submission Advice• Precinct Activation Strategy• Place-Making Advice• Short-Term Space Activation• Operator Engagement & Leasing• Place Handover & Management• Event & Activation Delivery
WE DELIVER RESULTS
With clearly defined commercial, cultural and social objectives in mind, we are focused on delivering measurable results for our clients via
strategic activation solutions and tactics.
• Reduce settlement risk• Satisfy existing lenders & attract new precinct investment• Reduce commercial vacancy• Increased foot-traffic & dwell time• Attract high-profile operators & long-term leases• Increased tenant satisfaction & retention• Support residential sales & leasing• Collect actionable data & grow databases• Attract & achieve sales• Increase precinct yield• Increased talkability & digital media engagement• Increased precinct profile• Enhanced client profile & brand visibility• High quality content for ongoing PR, marketing & leasing• Increase community interactions & buy-in• Increase project authenticity & stakeholder support
WE EXIST TO CREATE DESTINATIONS AND EXPERIENCES THAT POSITIVELY CONTRIBUTE TO THE GROWTH AND SUCCESS OF CITIES AND PEOPLE.
SERVICES
DEVELOPMENT STRATEGY
For mixed-use developments, we provide activation strategy and advice that guides the inclusion and transition of retail, commercial and community spaces within a project, supporting our clients and other consultants across every stage from planning to construction to completion. DEVELOPMENT SUBMISSIONS
Even in the earliest stages of a project, we contribute valuable insights and ideas to inform the feasibility of a project and support decision-makers. We advise on the activation potential of land and assets, contributing to business cases, tenders and submissions.
PRECINCT STRATEGY
We employ our knowledge of retail, hospitality, real estate and design to make strategic recommendations that inform precinct composition, design, layout, positioning, marketing and leasing.
PLACE-MAKING
We design and deliver unique, creative place-making strategies and solutions that drive visitation, increase awareness and engage local communities. From place positioning to the design of custom place products, we draw on a variety of tactics to help our clients create new destinations.
SERVICES
SHORT-TERM SPACE ACTIVATION
We design custom short-term activation solutions that reimagine and transition vacant, underutilised or challenging properties and precincts towards a successful future. These solutions can:
• Normalize or drive visitation to a new or underutilised area
• Reposition a property or precinct in line with customer and client expectations
• Test new ideas and activation tactics• Engage commercial operators and lease
space, and engage the local community
EVENTS & ACTIVATIONS
As an end-to-end service, we will deliver and manage all components of an activation strategy – either in the short or long term.
Our experience includes designing and implementing: cafes, food halls, pop up bars, community spaces, festivals, markets, community gardens, blow up cinemas, drive-in cinemas, kids activities and art installations. We can also assist clients with one-off events that align with our activation strategies including: property launches, brand activations and shopping centre installations.
SERVICES
OPERATOR ENGAGEMENT & LEASING
We work with an extensive list of forward thinking brands, retailers and food and beverage operators. We source the right operator to run, manage and activate commercial properties in line with the project’s activation strategy and the long term leasing goals of the asset owner.
PLACE HANDOVER & MANAGEMENT
We support clients during one of the most challenging periods of a development project – the handover. We provide strategies and advice to ensure this handover is completed successfully, providing ongoing place and activation management services as required.
We specialise in the transition of property from one use to another.
HOW WE AREDIFFERENT.
We take new, under-performing or under-utilised spaces and develop activation strategies that see them transform and become vibrant, valuable destinations over time.
We leverage activation to capitalise on “transitional spaces” on behalf of our clients to:
• Normalise visitation to a new area• Engage community and customers• Establish a new community• Attract visitors and commercial operators• Generate leads and sales• Showcase the lifestyle to be delivered off-the-
plan
This upfront transition period (between what a site is, and what it will be in the future) is often a critical yet currently undervalued period of a development project – a missed opportunity.
Through our work, we develop short-term strategies and infrastructure (with architects) that resemble the future for the precinct and align with client budget, timelines and expectations to transition the space from now to next.
Empty lot –-------------> thriving mixed-use precinctUnder-performing asset –------> vibrant destinationIn-fill development –-------> established communityApartment tower –---------------> great place to live
We actively target commercial operators and potential place partners at the start of projects.
HOW WE AREDIFFERENT.
Through our work in precinct and short-term activation, we have established a unique, versatile network of operators that are able to validate our activation strategies, proving their viability off-the-plan. We are also able to engage and approach relevant partners (community or commercial) that we believe would add value to the precinct and help us to deliver it in the future.
Either through our own in-house commercial real estate capabilities, or through collaborative partnerships with other real estate agents, our activation strategies come with practical, actionable next steps.
We can deliver temporary precinct activation.
HOW WE AREDIFFERENT.
Meaningful precinct activation always requires a staged approach, and this may be over several years. Therefore, short-term tactics are critical in helping to transition a place towards a future vision.
From pop-up cafes to services the first settlement of residents, to temporary co-working spaces that double as commercial leasing suites, we design, deliver and manage these short-term solutions to:
• Normalise visitation to an area• Drive sales or leasing enquiries• Test uses & strategies• Promote & market projects• Engage & establish community
Our short-term capabilities allow us to help architects test precinct and place-making design theories, validate design principles and authentically begin to grow and create a sense of place in early stages of projects.
CONSTRUCTIONMANAGEMENT
OUR EXPERTISE
DESIGN &PLACEMAKING
PROJECT MANAGEMENT
RETAIL &HOSPITALITY
We have a small but highly versatile team with a unique set of talents and
expertise specific to activation.
DATA &INSIGHTS
COMMUNITY ENGAGEMENT
COMMERCIAL LEASING
COMMUNICATION& MARKETING
BEC MCHENRYCEO | Senior Consultant
Bec McHenry is an experienced executive and entrepreneur with a passion for activating unique spaces and bringing places to life. As CEO of The Space Agency, she provides strategic advice and guidance to property developers, land owners, councils, operators and stakeholders, helping them to work together to commercialise spaces, activate precincts and create new destinations.
HUGO LAMB , CSO | Senior Consultant
Hugo Lamb is an experienced entrepreneur with a background in using business as a force for social change. He has worked across the not-for-profit and business sectors and is particularly motivated by purpose-driven initiatives, community engagement, place-making and urban renewal. Hugo is known in industry for developing high-performance teams, mission focused project management, and creative problem solving, working with Australia’s leading property developers and asset managers to create
new spaces that inspire and delight.
JACK AMIESConsultant | Projects & Construction
Task focused and attentive, Jack Amies strives to achieve the best outcomes for his clients and team. With previous experience across operations management, strategic planning and change management, Jack has refined his skills to deliver timely and successful results. His previous leadership positions highlight his outcome-focused and evidence based decision process. An effective team leader, Jack continuously demonstrates a high level of professionalism with both clients and employees.
CRAG CARRICKConsultant | Food & Beverage
Crag is a creative but pragmatic strategist with The Space Agency, who aims to challenge convention with every project he is given. Crag is attentive and connects directly with his clients to ensure he delivers outstanding results, his previous experience working with marketing, music and events has expanded his imagination, to produce consistently innovative ideas. His experience traveling and working in different parts of the world has provided him with the knowledge of what it takes to be successful. Crag embraces every brief he approaches, delivering outstanding results
every time.
CLIENTS
CASE STUDYVICTORIA HARBOUR DOCKLANDS
The Space Agency has been working with Lend Lease on the strategic activation of Victoria Harbour in Docklands for over 18 months.
With 15,000 workers currently occupying commercial space in the precinct, it has fast become a premier corporate location, one that is starting to rival the Melbourne CBD.
That said, several mistakes have been made in the past in terms of the design and delivery of the precinct, which is why TSA was bought in – to help to address some key issues through strategic short-term activation and long term activation strategy development.
We have proceeded to help Lend Lease review existing retail and amenity to develop strategies for their successful transition. We have also provided retail strategies for new areas under development, beyond the intersection of Collins and Bourke Street.
This long-term strategic work has been translated by TSA into short-term activations and events for the precinct. The most notable is The Knowledge Market – an activation that is all about engaging workers, locals and visitors and connecting them through the sharing of knowledge. With classes, workshops and events running on a daily basis, this space is now the ‘heart’ of the new development going on in Docklands beyond the Docklands Library.
The café next door is run by a well-known, quality operator in Saluminsti – a leasing tactic implemented by us to not only demonstrate where the quality of offering that is heading to the precinct, but to also engage future tenants and encourage operators to become interested in Docklands once again.
Ultimately, The Knowledge Market activation will help Lend Lease transition this precinct from now to next – engaging residents, workers and operators now so they are on-board and ready to participate in the completed precinct.
COBURG QUARTER
Working with Future Estate, we implemented a retail strategy to secure investment and align the precinct with popular local trends and long-term leasing goals.
RECENT PROJECTS
HALL STREET & MASON SQ.
Working with Caydon, we identified market gaps and emerging local trends in order to design a retail model for their development’s ground floor commercial space.
JAM FACTORY
Working with Newmark, we conducted a comprehensive review of the iconic center to support the development team with recommendations for improved access, amenity and retail positioning.
DAWN, HURSTVILLE
Working with Fridcorp, we provided retail insights and recommendations to help define this emerging mixed use precinct in Sydney’s south-west.
SWAN STREET CHAMBER OF COMMERCE
A six month property activation for the Publican Group that brought together 12 operators to re-create a commercial high street under one roof.
FRESH HOOD MARKET
A twelve month precinct activation at the Preston Market bringing some of the most sought after food and beverage operators to Melbourne’s evolving northern suburbs in support of Salta’s future developments.
LITTLE GEORGE
A two year precinct activation in Sydney’s CBD that brings to life a major new landmark by Mirvac with on-trend food and beverage operators and an exciting outdoor public space.
KNOWLEDGE MARKET
A twelve month activation in Lendlease’s major mixed used development, Victoria Harbour, that brings a rolling series of events, workshops and activities to increase community connections and grow the precinct’s profile.
ACACIA PLACE
Working with Hamton, we managed a pop-up-to-permanent leasing campaign that engaged new operators in order to create one of Melbourne’s most beautiful riverside food and beverage destinations.
PAM LANE
Working with the Preston Markets, we created an eclectic artist laneway that brought over twenty new stall holders into a dedicated makers precinct.
APOLLO PLACE
Working with Adelphia Developments, we re-designed a large warehouse space into leasable components, engaging in the process a local community service provider to take up residency.
ST ALBANS TRAIN STATION
Working with VicTrack, we conducted an extensive community consultation to support the development of a retail strategy and leasing guide for the new station development.
RECENT PROJECTS
HIGHPOINT FOOD STRATEGY
We created a framework that maps out how the shopping centre can define its food message through activation and better position itself in Melbourne’s west.
SYDNEY OLYMPIC PARK
We established a framework for aligning the future shopping centre with emerging global benchmarks in customer service and experience design.
FOOD TRUCK FRIDAY
We developed and implemented Geelong’s first food truck festivals, bringing over 6000 people together in Little Malop Street across three Fridays in July.
UPPER WEST SIDE
Working with Far East Consortium, we designed and managed an artist residency named ‘Lights On Lights Off’ that brought over 20,000 people through the precinct in six weeks.
CONTACTJACK AMIES
Head of Projects
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0409 615 213
HUGO LAMB
director, strategy
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0424 441 807
BEC MCHENRY
cHief executive
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0452 427 892
CRAG CARRICK
strategist
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0420 656 636