Sunday, April 29, 2012

Destination Development + Destination Character » 3 things I love about the new Surfers Paradise Foreshore Redevelopment



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How many successful examples spring to mind if you’re asked to think of a destination that has been transformed whilst retaining its own distinctive destination character?  Not just in the way it’s marketed, but also in terms of its architecture, street design and built tourism product?
The transformation of Las Vegas in the 1990’s from a seedy gambling town into an entertainment capital has for a long time fascinated me.  Without losing its iconic Sin City personality, Vegas has dialled up the charm, appealing to a much broader (and sustainable) target market.
And now closer to home in Queensland, I’m equally fascinated at how Australia’s “Famous for Fun” tourist capital, the Gold Coast, is undergoing a similar transformation.  I’m talking specifically about Surfers Paradise (aka the glitter strip) which up until a year ago was the Gold Coast’s equivalent of the Hollywood strip – a tired mix of cheap t-shirt and souvenir shops, deep-fried food, bemused tourists, shady characters and jaded locals.  Of course, there’s much more to the Gold Coast than Surfers Paradise, but once a destination’s jewel in the crown has lost its lustre, the whole crown somehow loses its shine.
Fast-forward 12 months, and Surfers Paradise has gone into overdrive to reshape its destination image as a much more upmarket act whilst staying true to its surf culture and beach holiday heritage.  It’s attracted some serious development, with the opening of the Hilton Surfers Paradise, an upgrade to Cavill Mall, and a complete redevelopment of the foreshore. 
Last weekend, I took my partner away to the Gold Coast for her birthday, and took the opportunity to check out the new developments.  The standout project I believe to be the catalyst for transforming the destination character is the new Surfers Paradise Foreshore Redevelopment.  As a public space, it works so well.  But unlike so many other redeveloped waterfront spaces I’ve visited around the world, this one truly captures the unique local identity – it is quintessentially the Gold Coast, remodelled in the most charming of designs.  Here are the top three things I love about the new foreshore design:
1.      Distinctive local character
Everything –from the surf-inspired street furniture, to the quirky signage – is a nod to the Gold Coast’s apt destination brand “Famous for Fun”.  It’s all co-ordinated, and with a distinctive local character.

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2.      Designing to consumer insights
Having grown up by the seaside in a resort town,  I’ve observed one thing to be true – nearly everyone loves the beach, but generally from the comfort of the shore.  A trip to the beach is less likely to entail a dip in the water or a sunbaking session, and for the majority is more likely to involve a waterfront BBQ or a picnic, a walk, a throw of a ball, or watching your toddler tirelessly chase seagulls.
And so from a design perspective, the Surfers Paradise Foreshore Redevelopment has catered precisely to this consumer insight by extending the beach experience well beyond the high tide mark.


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3.      Designing for Activity
Active spaces always attract activity.   We are hardwired to be attracted to places where we can see other people having fun, and quite often bypass (or actively avoid) spaces that appear to be devoid of activity.
The foreshore redevelopment design has taken this principle and enhanced it – with things to see, do, read, or play with every few steps.    Even though you think of it as one big public space, it’s really a series of cleverly-designed interlinking smaller spaces, each designed with a specific activity-generating feature every few metres. 


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Design take-out:
I think the Surfers Paradise Foreshore Redevelopment is one of the best contemporary examples of public waterfront spaces, because:
·        its design truly lives up to the destination brand (Gold Coast – Famous for Fun)
·        it showcases a distinctly Gold Coast flavour (as opposed to a generic contemporary beach-themed design)
·        it has been purposefully designed to cater to some quite specific consumer insights into the way visitors undertake their beach experience, and
·        its activity-generating spaces give people a myriad of reasons for wanting to spend time using this public space.

Further reading »
Designer:             PLACE Design Group | www.placedesigngroup.com
Client:                   Gold Coast City Council | www.goldcoast.qld.gov.au