Geraldton City Centre Revitalisation Plan

Urban Design
The Client
Project Team
Andrew Howe
Strategic Counsel - Urban Design
Bronwyn Slater
Associate - Urban Design
The Project

Geraldton’s city centre has over many decades been affected by change, introduction of suburban shopping centres, new expectations around retailing, limited new investment in commercial assets and almost no residential development. In recent years, over a dozen studies had been completed aimed at turning this situation around however the studies did not ‘talk’ to each other and a coordinated approach was required.

Our Role

We were appointed to audit and consolidate all available information, re-engage with the community and key stakeholders but more importantly find out where the real road blocks were to investment now and into the future. element did this all through a ‘Place Making’ lens so as to establish a unique 'city centre' brand that the landowners, retailers, businesses and the regulators could adopt and build on.

Stakeholder engagement was critical to the project, and over its course we hosted community workshops, drop-in sessions, meetings with Council, meetings with the Chamber of Commerce and Industry, meetings with key landowners and the key decision-making bodies among others. This was completed diligently within the four-month timeframe to help achieve Royalties for Regions funding.


Geraldton needed a point of difference that its city centre could celebrate. Building on its history of the Batavia; its important role as a functioning port close to the city centre; as well as its location and prominent relationship to the coast; a maritime theme was formed to bring alignment in future investment, place making and beautification of the city centre to create a unique holistic experience.

The primary outcome was a comprehensive series of strategies that responded to the extensive stakeholder engagement and broader analysis findings. These strategies looked at quick-wins that could catalyse change within the city centre and incentivise future investment whilst boosting morale and pride in the space as a whole.

Other strategies looked at unlocking many of the ‘road blocks’ for the success of the city centre and aligning future investment under the unified maritime theme. In addition, suggested measures were provided to ensure any impacts were accountable and trackable through metrics. This level of detail was incorporated to help assist prioritisation and decision-making, and to avoid many of the barriers to implementation that had previously been experienced.

What We Delivered
  • Unique city centre place identity
  • Community engagement including workshops and drop-in sessions with community; liaison with key stakeholders and Council
  • City Centre Revitalisation Plan and strategies
  • Implementation Plan

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