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MCU14/0106 Appendix J - Retail Needs Assessment
Assessment i Prepared for QIC Noosa Civic Pty Ltd December 2014
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DISCLAIMER This report is prepared on the instructions of QIC Noosa Civic Pty Ltd to accompany a development application for an approval of the expansion of Noosa Civic. As the report involves future forecasts, it can be affected by a number of unforeseen variables. It represents the best estimates of Urbis Pty Ltd, but no assurance is able to be given by Urbis Pty Ltd that the forecasts will be achieved. URBIS STAFF RESPONSIBLE FOR THIS REPORT WERE: Director Ian Shimmin Senior Consultant David Cramb Research Analyst Liam Ratcliffe Job Code MPE1-2197 © Urbis Pty Ltd ABN 50 105 256 228 All Rights Reserved. No material may be reproduced without prior permission. You must read the important disclaimer appearing within the body of this report. URBIS Australia Asia Middle East urbis.com.au
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TABLE OF CONTENTS Executive Summary ..................................................................................................................................... i 1 Introduction ....................................................................................................................................10 1.1 Objectives ....................................................................................................................................... 10 1.2 Analysis .......................................................................................................................................... 10 1.3 Assumptions ................................................................................................................................... 10 1.4 Sources ........................................................................................................................................... 10 1.5 Research Methodology ................................................................................................................... 13 1.6 Report Structure ............................................................................................................................. 14 2 Noosa Civic ....................................................................................................................................15 2.1 Regional Context ............................................................................................................................ 15 2.2 Local Context .................................................................................................................................. 17 2.2.1 Noosa Shire Business Centre (NSBC) ........................................................................................... 17 2.2.2 The Subject Site – Noosa Civic ...................................................................................................... 20 2.3 Noosa Civic Trade Area Definition ................................................................................................. 23 2.4 Consumer Research Review, October 2012 .................................................................................. 25 2.4.1 Noosa Civic Customer Usage Patterns .......................................................................................... 25 2.5 The Proposed Development ........................................................................................................... 26 2.6 Summary ........................................................................................................................................ 28 3 Retail Planning Framework ..........................................................................................................30 3.1 South East Queensland Regional Plan (SEQRP) .......................................................................... 30 3.1.1 Activity Centre Framework ............................................................................................................. 30 3.2 Noosa Plan ..................................................................................................................................... 31 3.3 Summary ........................................................................................................................................ 32 4 Centre Roles and Usage Patterns ................................................................................................33 4.1 The Noosa Plan Floorspace Use Definitions .................................................................................. 33 4.2 Definition of Retail Floorspace ........................................................................................................ 33 4.3 Definition of Other Business and Community Uses ....................................................................... 34 4.4 Land Uses and Estimated Floorspace............................................................................................ 34 4.5 Intercept Surveys – Survey Scope and Methodology .................................................................... 37 4.6 Noosa Shire Business Centre ........................................................................................................ 37 4.7 Business Centres............................................................................................................................ 38 4.7.1 Noosa Junction ............................................................................................................................... 39 4.7.2 Noosaville ....................................................................................................................................... 42 4.7.3 Tewantin Town Centre ................................................................................................................... 46 4.7.4 Cooroy ............................................................................................................................................ 49 4.8 Visitor Mixed Use Centres .............................................................................................................. 49 4.8.1 Hastings Street (Noosa Heads) ...................................................................................................... 49 4.8.2 Sunshine Beach (Duke Street) ....................................................................................................... 53 4.8.3 Noosa North Shore ......................................................................................................................... 53 4.9 Neighbourhood Centres ................................................................................................................. 53 4.9.1 Quamby Place (Noosa Heads) ....................................................................................................... 54 4.9.2 Noosa Bushlands (Noosaville) ....................................................................................................... 54 4.9.3 Noosa Outlook (Tewantin) .............................................................................................................. 54 4.9.4 Earl Street (Tewantin) ..................................................................................................................... 54 4.9.5 Sunrise Beach (Sunrise Shopping Centre) .................................................................................... 54 4.9.6 Weyba Road (NoosaVille) .............................................................................................................. 54 4.9.7 Peregian Beach .............................................................................................................................. 55 URBIS NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL
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4.9.8 Cooroibah ....................................................................................................................................... 55
4.10 Village Centres................................................................................................................................ 55
4.10.1 Pomona........................................................................................................................................... 55
4.10.2 Cooran ............................................................................................................................................ 56
4.10.3 Kin Kin and Boreen Point ................................................................................................................ 56
4.11 Other Centres ................................................................................................................................. 56
4.11.1 Sunshine Coast Region .................................................................................................................. 56
4.11.2 Maroochydore PRAC ...................................................................................................................... 58
4.11.3 Nambour ......................................................................................................................................... 58
4.12 Estimated Retail Turnover Performance ........................................................................................ 59
4.13 Estimated Distribution of Retail Trade ............................................................................................ 60
4.14 Approved and Proposed Developments ......................................................................................... 62
4.15 Summary......................................................................................................................................... 62
5 Noosa Civic Market Analysis ....................................................................................................... 64
5.1 State and Regional Population Analysis ......................................................................................... 64
5.1.1 Historical Regional Population ........................................................................................................ 64
5.1.2 Forecast Regional Population Growth ............................................................................................ 66
5.2 Trade Area Population .................................................................................................................... 67
5.2.1 Historic Growth ............................................................................................................................... 68
5.2.2 Land Release Patterns ................................................................................................................... 68
5.2.3 Population Forecasts ...................................................................................................................... 73
5.3 Demographic Profile ....................................................................................................................... 75
5.3.1 Age Group Forecasts ...................................................................................................................... 78
5.4 Retail Spending............................................................................................................................... 80
5.4.1 Methodology and Definitions .......................................................................................................... 80
5.4.2 Estimated Per Capita Retail Spending ........................................................................................... 80
5.4.3 Retail Market Size and Forecasts ................................................................................................... 81
5.5 Tourism ........................................................................................................................................... 82
5.5.1 Tourism Demand Trends ................................................................................................................ 83
5.6 Employment Analysis ..................................................................................................................... 86
5.6.1 Place Of Work Analysis .................................................................................................................. 88
5.6.2 Main Trade Area Employment Containment .................................................................................. 88
5.7 Drive Time Isochrones .................................................................................................................... 91
5.8 Escape Expenditure ........................................................................................................................ 93
5.9 Summary......................................................................................................................................... 94
6 Current Turnover Performance ................................................................................................... 96
6.1 Turnover Distribution By Trade Area Sector ................................................................................... 96
6.2 Current Market Shares ................................................................................................................... 96
6.3 Summary......................................................................................................................................... 97
7 Assessment of Need and Demand .............................................................................................. 98
7.1 Consumer Needs ............................................................................................................................ 98
7.2 Major Retailers Gap Analysis ......................................................................................................... 98
7.2.1 Floorspace Provision Assessment– DDS ....................................................................................... 98
7.2.2 Floorspace Provision Assessment – Supermarket ......................................................................... 99
7.3 Current Supply of Retail Floorspace to Trade Area Residents .................................................... 100
7.4 Future Demand for Retail Floorspace .......................................................................................... 101
7.4.1 Method 1 – Floorspace Per Capita Approach .............................................................................. 102
7.4.2 Method 2 – Average Trading Level (ATL) Approach .................................................................... 102
7.5 Noosa Civic Turnover and Market Share Potential ...................................................................... 104
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TABLE OF CONTENTS 7.5.1 Indicative Trading Levels .............................................................................................................. 104 7.5.2 Market Shares .............................................................................................................................. 105 7.6 Estimated Retention of Escape Expenditure ................................................................................ 106 7.7 Summary ...................................................................................................................................... 107 8 Assessment of Economic Impacts ............................................................................................109 8.1 Description of Economic Impacts ................................................................................................. 109 8.2 Competitive Impacts – Overview .................................................................................................. 109 8.3 General Impacts ........................................................................................................................... 111 8.4 Centre Specific Impacts ................................................................................................................ 111 8.4.1 Method 1 – Market Ahare Approach............................................................................................. 113 8.4.2 Method 2 – Turnover Allocation Approach ................................................................................... 115 8.5 Employment Impacts .................................................................................................................... 122 8.6 Summary ...................................................................................................................................... 123 9 Travel, Time and Environmental Benefits .................................................................................125 9.1 Introduction ................................................................................................................................... 125 9.2 Reduction in Trips to Escape Expenditure Regions ..................................................................... 125 9.3 Consumer Benefits ....................................................................................................................... 128 9.3.1 User Time Savings ....................................................................................................................... 128 9.3.2 Fuel Savings ................................................................................................................................. 129 9.3.3 Vehicle Maintenance Savings ...................................................................................................... 129 9.3.4 Total Consumer Savings .............................................................................................................. 130 9.4 Public Good Benefits .................................................................................................................... 130 9.4.1 Environmental Benefits From Reduced Vehicle Emissions ......................................................... 130 9.4.2 Health Impacts of Reduced Vehicle Emissions ............................................................................ 131 9.4.3 Vehicle Accident Reduction .......................................................................................................... 131 9.4.4 Total Public Good Benefits ........................................................................................................... 132 9.5 Results of Travel, Time and Environmental Benefits ................................................................... 132 9.6 Summary ...................................................................................................................................... 133 Appendix A The Proposed Development Plans Appendix B Noosa Plan Defined Uses and Use Classes Appendix C ANZSIC and Urbis Retail Categories Appendix D Retail Definitions – The Noosa Plan and Urbis Comparison Appendix E Urbis Land Use Survey Methodology Appendix F Quantium Market Share by Trade Area Postcode Appendix G Travel Time and Distances from the Main Trade Area to Selected Destinations URBIS NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL
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Executive Summary
This report presents an analysis of the need and demand for, and impacts arising from, the proposed
expansion and redevelopment of Noosa Civic. The following executive summary details the key
conclusions arising from the analysis presented in this report.
PROPOSED DEVELOPMENT
This report has been prepared on the basis of the following proposal and focusses specifically on the
retail component of the proposed development:
The proposed development scheme includes a GLA of 21,980 sq.m for all retail activities to be
developed within the Noosa Shire Business Centre.
This includes additional space as a result of the reconfiguration of Noosa Civic, as well as the
addition of new retail floorspace.
The plan shown in Appendix A of this report depicts the expansion.
The Noosa Plan stipulates that any development of retail businesses of ‘Type 2’ (i.e. Shop and salon)
greater than 2,000 sq.m within the Noosa Shire Business Centre is subject to an impact assessable
application.
TRADE AREA
The trade area of the current and proposed development is comprised of a primary sector and 4
secondary sectors. These trade area sectors have been determined by Urbis based on customer surveys
as well as electronic spending data (i.e. credit card, debit card and eftpos transactions) provided by
Quantium.
Based on the results of the latest Census of Population and Housing (2011), together with Australian
Bureau of Statistics (ABS) intercensal population estimates and building approvals data to 2014, it is
estimated that the Main Trade Area population (i.e. primary and secondary sectors combined) was
approximately 81,000 people in 2014.
Taken into account recent trends, as well as Office of Economic and Statistical Research (OESR)
broadhectare land supply data, the trade area population is expected to increase to 89,900 people in
2021 and 95,550 people by 2031. These Urbis forecasts are marginally lower than the official OESR
forecasts from the Department of State Treasury.
As a consequence of the Main Trade Area population, the socio economic characteristics of the market,
and the anticipated level of growth, retail spending by trade area residents is forecast to increase from
$1.075 billion to around $1.346 billion in 2021 and $1.698 billion in 2031. These forecasts are expressed
in 2014 dollar terms (i.e. excluding inflation), including GST, and suggest 3.3% real growth per annum
between 2014-2021 and a conservative 2.4% real growth per annum from 2021 to 2031.
The forecast growth between 2014 and 2021 amounts to $271 million, and this will clearly support
performance improvement in existing centres, both within and outside the trade area, as well as
expansion opportunities in various locations.
ROLE AND FUNCTION OF NOOSA CENTRES
Customer surveys were undertaken as part of this study in Noosa Junction, Hastings Street, the riverside
part of Noosaville, and Tewantin to measure the incidence of usage by locals and visitors, and to
determine the types of retail, leisure and other activities undertaken within each precinct.
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Interviews were also conducted within the Coles and Target stores at Noosa Junction, and Urbis was
provided with an analysis of Coles FlyBuys data to assist us with our consideration of the trade area, and
especially the role of the visitor/tourist market in the various locations.
As would be expected, each of the four precincts attracts both local residents and visitors, with the
balance between local residents and visitors varying quite substantially between areas.
Usage of Hastings Street is heavily weighted to visitors, who represent 84% of people shopping,
browsing, dining and socialising in this strip. These visitors include 49% from interstate, 15% from
overseas and 20% from intrastate outside the Sunshine Coast area. Some 12% of Hastings Street users
live within the defined trade area including equal proportions of those from the primary and secondary
sectors. A further 4% live elsewhere on the Sunshine Coast. These results highlight the tourist oriented
nature of visitation to Hastings Street.
The user profile for Noosa Junction is very different from Hastings Street. Some 56% of users live
within the trade area and 43% are visitors. This demonstrates the broad customer base within this
precinct. 29% of Noosa Junction users live in the secondary north east trade area sector and 16% live in
the primary sector. 17% of users are from interstate, 17% are from overseas and 7% from elsewhere in
Queensland, excluding the Sunshine Coast.
The Noosaville river precinct attracts a local customer base as well as intrastate and interstate visitors,
but fewer internationals compared with Noosa Junction and Hastings Street. 50% of the Noosaville river
precinct customers are from interstate or elsewhere in Queensland, excluding the Sunshine Coast. 22%
of users live within the primary trade area which suggests that this precinct also fulfils the role of a
neighbourhood centre for coffee, dining and various types of shopping for nearby residents. The river
precinct is only one part of the broader, somewhat fragmented, Noosaville area, which also includes the
Mary Street/Thomas Street precinct, retail facilities in the Industrial areas, the ALDI centre in Weyba
Road, and the Noosa Bushlands Centre. Overall, the average trading level of retail floorspace throughout
Noosaville is lower than the other centres (see Table E1). This is due to the bulky goods/showroom space
in the area which trades at a much lower productivity level than other retail space. Notably, Noosaville’s
overall retail turnover volume is almost double Noosa Civic and Noosa Junction.
Tewantin has the most localised customer base although it still attracts 24% of its users from the visitor
market.
Noosa Civic currently accommodates 21,167 sq.m of retail floorspace and a total GLA of 30,641 sq.m.
The centre opened in one stage in October 2006 and is anchored by a Woolworths supermarket and Big
W discount department store. It also includes a range of specialty shops and freestanding uses. The
centre as a whole employs 952 people in permanent, part time and casual jobs.
The estimated size (i.e. retail GLA) of each of the key centres and the current retail turnover volumes and
the resulting average trading levels are as outlined below.
Estimated Retail Trading Performance, 2014
KEY CENTRES/LOCATIONS ($2014, INC GST) TABLE E.1
1 2
GLA Turnover
Sq.m $M $psm
Noosa Civic 21,167 146.6 6,926
Noosaville 3 44,000 291.3 6,620
Noosa Junction 18,300 152.3 8,322
Hastings Street 12,500 111.2 8,895
Tewantin 4 10,500 82.0 7,809
Sunshine Beach (Duke Street) 1,900 15.3 8,031
1. GLA based on Urbis retail definition.
2. Year ending June 2014.
3. Noosaville includes the riverside and Mary Street/Thomas Street Precinct, the Industrial Zoned land, Weyba Road, Noosa Bushlands and undefined.
4. Tewantin includes the Tewantin Town Centre, Marina, Earl Street Neighbourhood Centre and Noosa Outlook.
Source : QIC ; Urbis
ii EXECUTIVE SUMMARY
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The overall performance of each centre is influenced by the mix of stores and the estimated performance
of the larger stores, in particular (i.e. supermarkets and DDSs). This analysis has also been informed by
the actual spending behaviour of trade area residents, as revealed by the Quantium analysis.
MARKET SHARES AND LEAKAGE
Our analysis indicates that the centre as a whole achieves a Main Trade Area market share of 10.5% of
total retail spending by local residents.
In other words, around 10% of the total pool of retail spending available to all retail stores, generated by
people living within the trade area, is currently directed towards Noosa Civic. Conversely, of course, this
means that 90% of expenditure is currently directed towards the multitude of other retail locations
patronised by trade area residents.
The following Main Trade Area market shares apply to each of the other main business locations in
Noosa based on their mix, role and performance characteristics:
Noosaville and Weyba Road (excluding Noosa Civic) 20.3%
Noosa Junction 7.2%
Tewantin 4.2%
Cooroy 3.7%
Hastings Street 0.9%
Detailed analysis of expenditure flows reveals that expenditure leakage from the main trade area equates
to 37% of total retail spending, including some 57% in apparel specialty categories. This represents
almost $400 million of main trade area resident retail spending that is being directed outside of the main
trade area, including interstate, overseas and online.
This arises due to the attraction of external centres such as Maroochydore and Brisbane which offer a
greater range, as well as the appeal of online and overseas shopping, which are also related to the lack
of existing facilities within the trade area.
RETAIL DEMAND ASSESSMENT
Our analysis of demand for additional retail floorspace to serve the future needs of trade area residents
has been based on the following key considerations:
Escape spending is very high at 37% of retail spending, clearly demonstrating that existing facilities
and services in the trade area are not fully satisfying the market.
The fact that escape spending is as high as 37% across all retail categories, and higher still in
discretionary categories such as apparel, suggests that there is a need for Noosa to provide a critical
mass of specialty stores.
The provision of discount department stores in the trade area is well below the normal provision for
markets like Noosa with a substantial population base and shopper profile, and a strong tourist
market (i.e.~50% below average).
The supermarkets operating in the trade area currently are understood to be trading very well. This is
a clear signal that demand exceeds supply at the present time and that the market can support more
supermarket floorspace.
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As a consequence of the current underprovision of supermarkets, and the additional demand
resulting from tourists, it should be expected that supermarkets in the Noosa trade area are likely to
be achieving very strong trading levels. In turn there would be expected to be strong retailer demand
for the proposed supermarket space within the proposed development.
The current supply of retail floorspace serving trade area residents, relative to the number of
residents in the main trade area, results in approximately 1.17 sq.m of retail floorspace per capita.
Given that the average provision throughout Australia is around 2.2 sq.m per capita this suggests that
around 50% of resident’s spending is either dormant (i.e. latent demand), or directed outside the main
trade area to places such as Maroochydore and Brisbane. This is referred to as ‘escape spending’ or
‘leakage’. Alternatively, centres in the trade area could be achieving above average trading levels.
This broadly based analysis results in two important conclusions of relevance to this assessment:
Firstly, there is undoubtedly potential to retain a proportion of escape spending by providing a
better range of facilities and services locally. This ‘source of sales’ would result in diversion of
retail trade from external centres and would have no impact on local centres at all.
Secondly, to the extent that local retailers are achieving reasonably strong trading levels, any
impacts resulting from the subject development proposal would be off a reasonably high base
and therefore less likely to result in closures than may otherwise be the case. In other words,
local centres are likely to be reasonably resilient.
Growth in the retail market is forecast at $271 million between 2014 and 2021, excluding inflation.
This has the following implications:
Between 26,600 sq.m and 39,400 sq.m of additional retail floorspace would be warranted by
2021 based on market growth alone, not including the additional floorspace required to resolve
current deficiencies.
Under current circumstances around $100 million of this growth would be spent outside the trade
area (i.e. 37%), representing an increase in escape spending. There is clearly potential to
clawback some of this leakage with further retail development in Noosa.
There is currently a large gap in the market, and this will increase over the forecast period. Once
again it is readily apparent that the subject development proposal at Noosa Civic will go some
way towards satisfying this need.
The proposed expansion of Noosa Civic is expected to add a further 21,980 sq.m of retail floorspace to
the trade area. Based on the assessment above, in 2021 the proposed expansion of Noosa Civic will only
account for around 18% of the deficiency in retail floorspace within the trade area.
IMPACT ANALYSIS
For the purposes of this report the ‘economic impact’ on specific centres is defined to mean the probable
reduction in retail turnover at various activity centres resulting from the introduction of new competition in
the form of a new or expanded shopping centre. The reduction in turnover is a one off reduction in
turnover volume as a consequence of the subject development proposal.
In our view it is appropriate to express the impact on particular activity centres as a percentage of the
centre’s potential turnover in the first full year of trade of the proposed development, as well as comparing
impacts with the estimated current trading situation at each centre.
It is important to note, therefore, that an economic impact assessment for planning purposes does not
examine impacts on individual business but rather focuses on ‘centres’ and other areas where a group of
retail establishments exist. In this case we examine a number of designated ‘centres’ as well as entire
postcode areas, some of which include retail facilities within Industrial areas.
A total of 22 key centres have been analysed to determine the extent of impact on these locations
resulting from the proposed development.
iv EXECUTIVE SUMMARY
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The impacts on specific activity centres have been calculated using two methods:
Method 1:Market Share Approach – This is based on very specific spending data, and hence
market shares, by postcode, from Quantium relating to actual electronic transactions over a full year.
Method 2:Turnover Allocation Approach – This also relies on the Quantium data to some degree
but in this instance the intercept surveys and professional experience have been used to determine
the distribution of trade, and hence market shares, for individual centres within each postcode.
The two approaches balance at the postcode level and therefore the overall results should be quite
similar.
The impact methods adopted are both based on the principle that if shoppers choose to direct some of
their retail expenditure to the subject development proposal then they will reduce their expenditure at
other centres or channels in direct proportion to their usage of each centre or location, as reflected by
each centre’s market share from the various trade area sectors. The assessment of impacts on specific
centres therefore relies on an understanding of the existing level of usage of centres in the trade area and
beyond which, in this instance benefits from unique actual spending data from Quantium.
The impact on key centres using the two methods are outlined in the following Table E2 and Chart E1.
Our analysis indicates that all centres will be affected to some degree, as would be expected, however
even though there will be a diversion of trade to the proposed development, none of the current centres
are expected to experience a decline in retail trading volumes below the levels applicable in 2014.
In other words all centres should achieve growth at least equivalent to the rate of inflation, and in most
cases more.
The percentage impact on any one centre is not significant, and given the diversity of retail and non-retail
uses within each of the larger business centres in the trade area, it won’t alter the role served by that
centre currently or in future.
Although there will inevitably be changes in the tenancy mix and range of uses within current centres, our
analysis therefore suggests that the function of each centre will not be adversely affected. On the whole,
therefore, the range of facilities and services available to the Noosa community would be improved,
particularly for those whose needs are not being satisfied locally.
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Impact on MTA Postcodes, Method 1
CENTRE TURNOVER FORECASTS, $2014M INC. GST TABLE E2
4567 4566 4565 4563 4573 4568 4562 Total
Noosa Noosa- Tew- Cooroy Coolum/ Pomona Eumundi
Heads ville antin Peregian
Current Market Share 9.2% 19.9% 5.0% 3.6% 12.6% 1.2% 0.7% 52.3%
Estimated Turnover ($M)
Current1 (1) 99.1 213.6 54.1 39.2 135.3 12.7 7.9 561.9
2
Case 1 (no expansion) (2) 108.8 242.0 59.5 44.2 155.1 14.1 9.1 632.8
Diversion (3) -10.3 -23.4 -7.1 -3.8 -5.8 -1.1 -0.8 -52.3
Case 2 (expansion) (4) = (2) + (3) 98.6 218.6 52.4 40.4 149.3 12.9 8.4 580.5
MTA Diversion (%)3 (5) = (3) ÷ (2) -9.4% -9.7% -12.0% -8.5% -3.7% -8.1% -8.3% -8.3%
Diversion by Sector ($M)
Primary -4.5 -14.1 -5.1 -0.4 -1.0 0.0 -0.3 -25.5
Secondary North East -3.7 -2.7 -0.1 0.0 -0.2 0.0 0.0 -6.8
Secondary South East -0.3 -0.5 0.0 0.0 -2.2 0.0 0.0 -3.1
Secondary South -0.5 -1.7 -0.1 -0.6 -2.2 0.0 -0.2 -5.3
Secondary North West -1.2 -4.4 -1.8 -2.7 -0.2 -1.1 -0.2 -11.6
Total Secondary -5.7 -9.3 -2.1 -3.4 -4.8 -1.1 -0.4 -26.8
Main Trade Area -10.3 -23.4 -7.1 -3.8 -5.8 -1.1 -0.8 -52.3
1. Quantium current market shares multiplied by 2014 retail spending market
2. Quantium current market shares multiplied by 2018 retail spending market
3. Relative to case 1 turnover
4. Insufficient data available for postcodes 4569 and 4571.
5. Postcode 4566 excludes Noosa Civic.
Source : Quantium ; Urbis
vi EXECUTIVE SUMMARY
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Impact on Key Centres, Method 2
CENTRE TURNOVER FORECASTS, $2014M INC. GST CHART E1
Noosaville* Noosa Junction
400 400
350 +5.1% 350
300 334 337 300
291 306
250 250
200 200 +7.2%
150 150 173 176
152 163
100 100
50 50
- -
2014 2018 2018 2021 2014 2018 2018 2021
Case 1 Case 2 Case 2 Case 1 Case 2 Case 2
Hastings Street Tewantin**
140 +15.6% 140
120 140 120
130 129
100 111 100 +1.7%
80 80 92
83 90
60 60 82
40 40
20 20
- -
2014 2018 2018 2021 2014 2018 2018 2021
Case 1 Case 2 Case 2 Case 1 Case 2 Case 2
Cooroy Sunshine Beach (Duke Street)
80 80
+6.2%
70
72 74
60 68 60
64
50
40 40
30 +8.7%
20 20
10 15.3 16.9 16.6 17.9
0 -
2014 2018 2018 2021 2014 2018 2018 2021
Case 1 Case 2 Case 2 Case 1 Case 2 Case 2
1. Case 1 refers to the scenario with no Noosa Civic expansion and Case 2 refers to the scenario with the Noosa Civic expansion.
2. Percentage change listed refers to percentage change between 2014 estimated turnover and 2018 forecast turnover with
Noosa Civic expansion.
3. Does not include impact of proposed Sunshine Plaza expansion.
* Includes neighbourhood centres at Weyba Road and Noosa Bushlands, Noosavile Industrial zone and undefined.
** Includes the Noosa Marina and neighbourhood centres at Earl Street and Noosa Outlook.
Source : Urbis
Overall, this analysis suggests that the effects of the proposed development will be a one-off impact (refer
Table E3). The impact is equivalent to less than two month’s real growth in the case of Hastings Street,
two years real growth in the case of Noosa Junction, two and a half years in the case of Noosaville and
four years for Tewantin. All centres will also benefit from growth due to price inflation over the forecast
period. This clearly indicates that the role and function of existing centres will not change.
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Impact on Key Centres, Method 2
SUMMARY OF IMPACTS TABLE E3
IMPACT 1
Centres relative to:
2014 2018
2
Noosaville +5.1% -8.3%
Noosa Junction +7.2% -5.4%
Hastings Street (Noosa Heads) +15.6% -1.5%
Tewantin 3 +1.7% -9.3%
Sunshine Beach (Duke Street) +8.7% -1.7%
Cooroy +6.2% -6.3%
1. 2018 turnover impact is a comparison to the expected turnover would otherwise be in the forecast year if the subject development did not occur.
2. Includes neighbourhood centres at Weyba Road and Noosa Bushlands, Noosavile Industrial zone and undefined.
3. Includes the Noosa Marina and neighbourhood centres at Earl Street and Noosa Outlook.
Source: Urbis
Local market growth between 2014 and 2018, as well as growth in tourism, would help to offset these
one-off impacts and the resulting change in turnover would be modest and easily absorbed by the
affected centres.
In any event, any negative consequences for individual businesses will be more than made good by the
subject development proposal, which will also have a number of positive consequences, including a
reduction in escape spending and the travel costs associated with this, and additional employment
opportunities.
Additionally, some businesses will undoubtedly choose to undertake refurbishments and other physical
improvements, which is a typical competitive response. In our view there is a very strong likelihood of this
response due to the age of some of the fitouts and the lack of any imperative to invest over the past few
years.
The impact analysis makes it clear that the centres network can support the expansion. The proposed
development at Noosa Civic will impact centres in the network in which they operate at a particular point
in time and on specific retail product groups, but the centres across the network will still grow, as the retail
spending market exists to support them.
The proposed development, will also contribute to strengthening the Noosa Shire Business Centre as the
highest order activity centre in the Noosa Shire which is very much in line with the Noosa Plan.
OTHER BENEFITS
The proposed development is also expected to have a number of other benefits to the Noosa Shire.
REDUCTION OF ESCAPE EXPENDITURE
The additional retail floorspace proposed at Noosa Civic is 21,980 sq.m and is expected to increase the
level of discretionary retail facilities at the centre. Whilst escape spending will still occur to other centres,
particularly Maroochydore, Nambour and Brisbane, an expanded Noosa Civic would result in retail
escape expenditure from the main trade area decreasing from 37.5% to 32.3% in 2018, relative to the no
expansion case. Apparel escape expenditure is forecast to be reduced from 57.0% to 36.3%.
EMPLOYMENT BENEFITS
Our assessment of the impact of the proposed development indicates that it will have a significant
positive impact on employment levels, both locally and in the broader economy.
The proposed development is expected to generate employment for approximately 940 part time and full
time employees. Allowing for 15% of this employment to be redirected from other locations (a
conservative assumption), the net additional employment is estimated to be approximately 800 workers.
In addition to the additional direct employment generated from the ongoing operation of the expanded
centre, there are multiplier effects felt throughout the local, state and national economies.
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It is estimated that approximately 630 additional jobs would be indirectly created as a result of the 800
additional jobs directly generated from the ongoing operation of the expanded centre.
Furthermore, the construction of the development is forecast to provide employment for 430 workers for
the equivalent of one year. This in turn will create an additional 680 jobs throughout the broader
economy.
ENVIRONMENTAL BENEFITS
The redevelopment of Noosa Civic will provide an increase in the range and number of proximate retail
opportunities for Noosa trade area residents, and indeed many residents outside the trade area
particularly to the north and west, including in categories currently not provided. For the majority of trade
area residents, the ability to take advantage of an increased retail offering at Noosa Civic will significantly
reduce the time and distance required to travel to make these retail purchases.
The reduction in leakage from the catchment area will result in reduced distances travelled by car and
time spent on-road; this in turn delivers the following economic, social and environmental benefits.
Consumer Benefits:
consumer welfare (time travel savings);
fuel savings; and
vehicle maintenance savings.
Public Good Benefits:
health benefits of reduced vehicle emissions;
improvement in road safety;
reduced wear and tear on roads; and
environmental benefits of reduced vehicle emissions.
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1 Introduction
Noosa Civic is located within the Noosa Shire Business Centre (NSBC) and, in planning terms, has the
highest order activity centre designation in the Noosa Shire. The centre is yet to realise its planned role
in the centre’s network.
This report accompanies a development application for the expansion of Noosa Civic, incorporating
additional retail and commercial floorspace. The proposed expansion will ensure that the NSBC fulfils its
important role in Noosa.
1.1 OBJECTIVES
The principal objectives of this retail need and impact assessment are to:
examine the future need for retail and related facilities at Noosa Civic;
consider the complementary role these facilities may play within the surrounding network of centres;
and
determine the potential economic impact of the proposed development.
1.2 ANALYSIS
Analysis Years – Analysis throughout this report relates to financial years unless otherwise stated.
GST – All current and future retail expenditure estimates and turnover figures provided in this report
are expressed in constant $2014, inclusive of GST.
1.3 ASSUMPTIONS
In undertaking the analysis in this report, a number of important assumptions are made, as follows:
There are no major shocks to the Australian or Queensland economies over the forecast period.
Population and retail expenditure forecasts are as outlined in Section 5 of this report.
The existing and future network of centres is as outlined in Section 4 of this report.
1.4 SOURCES
For the purposes of this report, the following sources have been utilised:
POPULATION
Historical and forecast population trends have been prepared based on a range of sources outlined
below:
The historic population figures for Australia and Queensland have been sourced from ABS Catalogue
3101.0 Australian Demographic Statistics.
The historic population figures for South East Queensland and the Sunshine Coast Region have been
sourced from the ABS Catalogue 3218.0 - Regional Population Growth, Australia. South East
Queensland includes the Local Government Areas of Brisbane, Gold Coast, Ipswich, Lockyer Valley,
Logan, Moreton Bay, Redland, Scenic Rim, Somerset and Sunshine Coast (including Noosa Shire).
The forecast population figures for Australia and Queensland have been sourced from ABS
Catalogue 3222.0 - Population Projections, Australia, 2012 (base) to 2101 (Series B). These
forecasts have been rebased to the December 2013 ERPs by applying the growth rates of Catalogue
Series B to the December 2013 ERPs in Catalogue 3101.0.
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The forecast population figures for South East Queensland are calculated by applying the population
growth attributable to South East Queensland as a proportion of Queensland’s total population growth
to the ERP of South East Queensland. These forecasts were released by the Queensland
Government’s Office of Economic and Statistical Research population projections (medium series).
The forecast population figures for the Sunshine Coast Region have been calculated by applying the
population growth attributable to Sunshine Coast Region as a proportion of South East Queensland’s
total population growth, according to the Queensland Government’s Office of Economic and
Statistical Research population projections (medium series), to the ERP of Sunshine Coast and
Noosa.
DEMOGRAPHICS
The demographic characteristics of the Main Trade Area and the benchmarks geographies provided in
this report are based on the 2011 Census of Population and Housing, released by the Australian Bureau
of Statistics.
RETAIL SPENDING
Retail spending estimates provided in this report are based on the MarketInfo 2012 micro simulation
model developed by MDS Market Data Systems. MarketInfo 2012 is based on the Household
Expenditure Survey and Australian National Accounts. MarketInfo is widely used by retail analysts and
retail property companies, amongst others.
QUANTIUM
Released by Quantium, Market Blueprint provides a detailed listing of the electronic spending patterns of
trade area residents (i.e. where they shop and how much they shop). The data provided by Quantium is
used as follows:
The distribution of Noosa Civic turnover across trade area sectors is used to derive the market shares
of the centre.
The distribution of trade area spending to each major postcode. This is used to assess the level of
spending directed to retailers within each postcode.
The postcode distribution also provides an estimate of the level of spending leaving the trade area,
including overseas and online.
TOURISM DATA
Tourism data in this report have been sourced from domestic and international visitor surveys conducted
for Tourism Research Australia. These surveys provide an overview of the visitation to Statistical Area 2
(SA2) regions (as defined by the Australian Bureau of Statistics). SA2s are a medium-sized general
purpose areas built up from whole Statistical Areas Level 1 (SA1s). SA1s are the smallest area of output
for the ABS Census of Population and Housing.
EMPLOYMENT DATA
The employment data used in this report has been sourced from the ABS Census, including Place of
Work data, industry of employment data and occupation data. Place of Work data provides information
on where employed people over 15 years of age worked in the week prior to Census Night. It is coded to
geographic areas known as Destination Zones (DZNs). DZNs are defined by the relevant State Transport
Authority (STAs) from each state or territory, in conjunction with the ABS.
CENTRE FLOORSPACE AND TURNOVER ESTIMATES
The centre floorspace and turnover estimates that are outlined in this report have been estimated using
Urbis proprietary databases, the Urbis Land Use Survey, satellite images released by NearMap and
Google, as well as publicly available information from the Property Council of Australia Shopping Centre
Database, Information Memorandums, general internet searches, and analysis of electronic spending by
Quantium.
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TRAVEL, TIME AND ENVIRONMENTAL BENEFITS
The value of the travel, time and environmental benefits that are forecast to eventuate as a result of the
Noosa Civic expansion were sourced from numerous publically available sources, as detailed below.
Australian Bureau of Statistics (average hourly wage figures, fuel savings)
Australian Institute of Petroleum (cost of unleaded petrol)
Bureau of Infrastructure, Transport and Regional Economics (cost of road accidents)
Office of Best Practice Regulation (discount rate guidelines)
PricewaterhouseCoopers (health and environmental impacts of vehicle emissions)
Queensland Department of Transport and Main Roads (accident frequencies for South East
Queensland)
RACQ (vehicle maintenance costs)
Sinclair Knight Merz (environmental impacts of vehicle emissions)
Thompson Reuters (carbon prices)
US Department of Energy (petrol price forecasts)
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1.5 RESEARCH METHODOLOGY
The key steps in the analysis provided in this report are as follows:
• Consider the planning framework under which the development takes place, with specific
reference to the Noosa Plan and its centre hierarchy.
Planning
Framework
• Assess the various retail and related land uses throughout the region, including an assessment
of the predominant structure of retail based activity centres.
Land Use
Survey
• Define a likely future trade area, and assess the population characteristics and forecasts for
this area.
• Estimate the current size of the retail spending market in the trade area, and its future size and
distribution, by sub-sector.
Market • Evaluate the size and growth forecasts in the tourism market, including estimates of retail
Analysis expenditure by tourists.
• Summarise the quantum of retail floorspace in the trade area and provide an assessment of
the level of self-containment (i.e. the degree to which retail expenditure is retained within the
trade area or conversely escapes further afield).
• Research future retail floorspace supply within the trade area, having regard to the planned
Retail Structure network of activity centres.
and Floorspace • Assess customer behaviour patterns and the role of key centres.
• Assess current and future retail floorspace requirements.
• Determine the need for the proposed development.
Community
Need
• Quantify the impact of the proposed development on other centres within the trade area.
• Determine the effects on existing and planned centres, and measures to ameliorate these
Impact and effects.
Effects
• Provide an estimate of the environmental economic benefits of the proposed development.
Environmental
Impacts
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1.6 REPORT STRUCTURE
The structure of this report follows the methodology outlined above and includes the following sections:
Section 1: Introduction - Provides the background, objectives and methodology, as previously
discussed.
Section 2: Noosa Civic – Presents an overview of Noosa Civic including a review of the local and
regional context, customer usage patterns and a definition of the trade area.
Section 3: Retail Planning Framework – Describes the planning context within which the proposed
Noosa Civic will operate. It also provides a summary of the relevant sections of the Noosa Plan that
relate to retail development.
Section 4: Role of Centres and Usage Patterns – Considers the network of activity centres across
the Noosa Shire. It provides an assessment of the mix of land uses, along with the quantum of
floorspace within each of the centres in the Noosa region.
Section 5: Market Analysis – Discusses the population, demographic characteristics and forecast
retail expenditure generated by residents of the Noosa Civic trade area. It also provides an
assessment of the size and growth of the tourism market in Noosa.
Section 6: Current Centre Usage and Performance – Provides a review of the current usage and
performance at Noosa Civic.
Section 7: Assessment of Need and Demand – Evaluates the future floorspace requirements for
the trade area having regard for growth as well as existing deficiencies.
Section 8: Assessment of Economic Impacts – Provides an estimate of the forecast market shares
and turnover likely to be achieved by the proposed development. The economic impacts of the
proposed development on the existing and future centre hierarchy, as well as any employment
benefits that result from the expansion, are also quantified. The effects of the forecast impacts and
appropriate measures to ameliorate these effects are discussed.
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2 Noosa Civic This section provides a review of the regional and local context of Noosa Civic as well as a high level analysis of the current composition of the shopping centre. It includes a description of the trade area as well as a brief review of customer usage patterns. An outline of the proposed development, specifically the retail component of the overall development application is also provided. 2.1 REGIONAL CONTEXT The Noosa Shire local government area (LGA) is situated approximately 120 km north of Brisbane at the northern end of the Sunshine Coast and the large region often referred to as South East Queensland (SEQ). The Shire is characterised by high levels of tourism and is also a popular market for retirees. As a result, the primary drivers of economic growth have historically been the retail, health and tourism sectors. In March 2013 Noosa Shire separated from the broader Sunshine Coast Regional Council. The Noosa Shire Council is now bordered by the Gympie Regional Council to the north and east and the Sunshine Coast Regional Council to the south. The location of the Sunshine Coast and Noosa Shire LGAs, in comparison to the Brisbane Central Business District (CBD) are outlined in Map 2.1 overleaf. This map also illustrates the activity centre designations as outlined within the South East Queensland Regional Plan, 2009-2031 (SEQRP). After the Brisbane CBD, the highest order centres are Principal Regional Activity Centres, and on the north side these are located at Chermside, Caboolture and Maroochydore. Maroochydore is located approximately 27 km south of Noosa (~30 minutes’ drive), and is the closest Principal Regional Activity Centre. Major Regional Activity Centres are the next highest order Activity Centre in the centres network. There are seven Major Regional Activity Centres situated within the Sunshine Coast and Noosa LGAs, including Beerwah, Caloundra South, Caloundra, Kawana, Sippy Downs, Nambour and Noosa, which is the only designated activity centre within the Noosa Shire. The next closest Major Regional Activity Centre is located at Nambour, approximately 30 km south (~30 minutes’ drive) of Noosa. URBIS NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL NOOSA CIVIC 15
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NOOSA SHIRE COUNCIL – REGIONAL CONTEXT MAP 2.1
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2.2 LOCAL CONTEXT As indicated previously, the NSBC is the highest order centre situated within the Noosa Shire. The NSBC includes Noosa Civic, and therefore the subject site. The following sub-section provides a review of the local context, specifically the locational attributes of the subject site, and the usage patterns of Noosa Civic. 2.2.1 NOOSA SHIRE BUSINESS CENTRE (NSBC) The NSBC is a precinct comprising approximately 70.5 hectares and is located to the south of Eenie Creek Road and the west of Walter Hay Drive in Noosaville. The centre is divided into 19 precincts in the Council’s precinct plan for the site (i.e. Map SBC in The Noosa Plan, 2006), which each one designated for a particular purpose (refer Map 2.3). The existing Noosa Civic is located within precincts B1 and B3 Business (Retail Centre and Business) and B2 Business (Car Parking and Offices). The proposed development is predominantly located on E1 and other precincts and the pedestrian link crosses over OS7 to the existing centre. There are three parcels of land that comprise the subject site (refer Map 2.2). The subject site for the purpose of the development application is Lot 3. According to the Noosa Plan, the NSBC is intended to be the highest level activity centre in Noosa Shire. The site is within a few kilometres of secondary activity centres such as the Tewantin business centre (2 km north west), Noosaville business centre (2 km north east) and Noosa Junction business centre (4.5 km north east). A more detailed review of these centres, including the NSBC is contained in section 4 of this report. An overview of the boundaries of the NSBC and the specific location of Noosa Civic within the broader designation is outlined in Map 2.4. The Noosa Civic site is the major use within the NSBC precinct, with the balance of the land currently vacant and/or vegetated. The precinct also adjoins the Noosaville industrial estate, which is located to the immediate west, north- west and north of the site, concentrated along Eumundi Road, Rene Street and Lionel Donovan Drive. The Noosa Waters Canal estate is situated to the north of the site, beyond which is the urban residential area of Noosaville, which extends to the Noosa River. URBIS NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL NOOSA CIVIC 17
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LOT 3 SPIBZBSS Total Area of New Road 229 m2 BENNETT & FRANCIS PTY LTD (ACN 053 307 172) hereby certity that the lang comgrised in this plon wos se veyes by the 200m 400 m 4 1 1" S0fmen 1 1 L100 fren SPIBZB4S MAP 2.2 Lond Tite Act #294; Lond act 186 SURVEY PLAN a 7 otherwise stated. i... Cancelling Lot 20 on SP222982 ¢ PARISH: TEWANTIN COUNTY: March iio sain seventeen Plan of Lots 3, 4 and Covenant Surveyors Act 1 2 aie State copyright reverved. | yz 1:4000 Format: STANDARD SP246584 \ oe 20- 1- Zol/ Meridian: M.G.A, (Zone 56) vide SP222982 FA's No Pion Stotus 1 8 NOOSA CIVIC URBIS NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL
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DISTRIBUTION OF CONSISTENT USES, NOOSA SHIRE BUSINESS CENTRE MAP 2.3 Source: The Noosa Plan, 2006 URBIS NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL NOOSA CIVIC 19
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THE NOOSA SHIRE BUSINESS CENTRE, LOCAL CONTEXT MAP 2.4
2.2.2 THE SUBJECT SITE – NOOSA CIVIC
Noosa Civic is situated at 28 Eenie Creek Road in Noosaville, and, as previously mentioned, it is currently
the largest single development within the NSBC.
It also has a relatively central location to the major population centres of Noosaville and Tewantin, and is
accessible for residents further east via Eenie Creek Road. The other key centres in Noosa are outlined
in the Map 2.5.
ACCESSIBILITY
Access to Noosa Civic is mainly via Eenie Creek Road which connects with a number of major roads
which serve the Noosa Heads, Sunshine Beach and Tewantin areas, as well as the coastal and rural
centres located further south and west. Connections to major arterial networks, such as the Bruce
Highway and Sunshine Motorway, are also in relatively close proximity.
In terms of public transport access, Noosa Civic includes a bus stop which is located between the two
main entries to the shopping centre. The centre is serviced by TransLink, which has connections to
Maroochydore, Tewantin and Noosa Heads.
NOOSA CIVIC COMPOSITION
Overall, Noosa Civic currently comprises 30,641 sq.m of gross lettable area (GLA) and is made up of
three major precincts including the shopping centre, a bulky goods/showroom precinct to the north known
as Noosa Civic Emporium and a professional office/suites precinct to the east.
A central, at grade car park provides shoppers with convenient access to the shopping centre, while at
grade car parks service the tenants of Noosa Civic Emporium and the commercial precincts.
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Current Centre GLA
NOOSA CIVIC, OCTOBER 2014 TABLE 2.1
Gross Lettable Area
Majors: (Sq.m)
DDS/s 6,484
Supermarket/s 3,507
Mini-Major/s 4,139
Specialty Shops :
Food Specialties 824
Food Retail 353
Food Catering 471
Non-Food Specialties 6,213
Apparel 3,165
Homewares 1,060
Bulky Goods 398
Leisure/General 876
Retail Services 714
Total Retail Specialties 7,037
Total Retail 21,167
Other GLA (Non-Retail / Ent. / Vacancy) 9,474
Total Centre 30,641
So urce : QIC ; Urbis
The shopping centre is a single level, internal mall anchored by a Woolworths supermarket and Big W
discount department store (DDS).
There are two main entrance and exit points located at each end of the typical ‘gun barrel’ mall servicing
the anchor tenants and food court area. Fresh food tenancies around Woolworths entrance create a fresh
food precinct.
To the north of the shopping centre, Noosa Civic Emporium comprises 7,056 sq.m GLA of mini-major
tenants. The building is serviced by an at grade car park which provides convenient walk up access to the
tenants located in this precinct.
There is approximately 5,000 sq.m of Commercial/Business uses at Noosa Civic and these can be split
into two main categories – core commercial office uses and non-retail business uses.
Core Commercial Uses: The core commercial office space is situated to the east of the shopping
centre and fronts the internal ring road. It currently comprises around 3,340 sq.m of floorspace and
includes tenants such as Noosa Newspaper, AngliCare, Centrelink, Medicare, IT services, allied
health professionals and an employment service office. Currently, there are five commercial office
vacancies which total approximately 800 sq.m.
Non-Retail Business Uses: Non-retail business uses are made up of banks and comprise around 840
sq.m of floorspace.
A more detailed review of the composition and performance of Noosa Civic is contained in Section 6.
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LOCAL CONTEXT – NOOSA REGION AND KEY CENTRES MAP 2.5
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2.3 NOOSA CIVIC TRADE AREA DEFINITION
The trade area of most relevance for Noosa Civic is illustrated in Map 2.6.
The trade area is defined using a methodology which takes into account a range of factors including:
The existing and future road network and accessibility.
Topographical and physical features of the region which may impede or facilitate travel to the centre
from particular areas.
The size, composition, quality and location of other existing retail facilities, particularly those used
regularly by local residents as an alternative to Noosa Civic.
The results of Consumer Research conducted in the centre in 2012, which included an exit survey of
shoppers.
Analysis by Quantium of the origin of card holders who have made electronic transactions in the
centre over the course of the year.
The trade area has been divided into 5 sectors, including a primary sector and four secondary sectors.
These trade areas are described below and are illustrated in Map 2.6, as follows:
The primary trade area encompasses the suburbs of Noosaville, Tewantin and Doonan to the south.
The secondary north east sector is geographically the smallest of the trade area sectors. It
incorporates the coastal suburbs of Noosa Heads, Sunshine Beach, Sunrise Beach, Castaways
Beach and the northern portion of Peregian Beach. This area is also the primary location for tourists
visiting Noosa and includes the Noosa Junction and Hastings Street shopping precincts.
The secondary south east sector is a narrow strip between the coastline and Sunshine Motorway
extending from Peregian Beach in the north to Mount Coolum in the south. Geographical barriers
such as Lake Weyba and Noosa National Park restrict access to Noosa Civic for these residents.
The secondary south sector extends east to the Sunshine Motorway and west to the Sunshine
Coast hinterland, incorporating parts of the suburbs of Peregian Beach, Coolum Beach, Eumundi and
Ridgewood.
The secondary north west sector incorporates the small townships of Cooroy and Pomona and
rural areas to the northwest of Noosa. It covers the largest geographical region of all the trade area
sectors.
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NOOSA CIVIC TRADE AREA MAP 2.6
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2.4 CONSUMER RESEARCH REVIEW, OCTOBER 2012
In October 2012 Urbis conducted an exit survey and eight focus groups in order to profile the customers
of Noosa Civic, determine their shopping patterns and understand their needs.
In relation to the exit survey, the key specifications were as follows:
A sample of 600 customers were interviewed over a ten day period between October 5 and October
14. This trading period including two days of the September school holidays.
The questionnaire was 12 minutes in duration and was professionally prepared and administered.
Interviews were conducted at each of the exits from the shopping centre. No interviews were
conducted at Noosa Emporium or in the area around the commercial precinct. The number of
interviews at each exit was proportionate to traffic flow (i.e. footfall) over a normal trading week,
based on customer door count information provided by the centre.
All interviews were conducted as respondents were leaving the centre. This methodology ensures
accurate recall of how the centre was used as well as actual spending patterns.
Respondents were selected at random by approaching every third person passing a fixed point at
each interview location.
At the completion of the survey, respondents’ address details were geo-coded and used as an input
to defining the centre’s trade area. The residential location of each respondent is illustrated in Map
2.7.
DISTRIBUTION OF TRADE, NOOSA CIVIC TRADE AREA (OCTOBER 2012) MAP 2.7
2.4.1 NOOSA CIVIC CUSTOMER USAGE PATTERNS
The consumer research undertaken in October 2012 also demonstrates the typical patterns of customer
usage at Noosa Civic:
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On average, customers visit Noosa Civic an average of six times per month (i.e. more than once a
week), with primary trade area customers visiting most frequently (twice a week). Secondary south
east customers visit the least frequently (once a fortnight).
Most customers travel to Noosa Civic by car and stay an average of one hour and 9 mins. Tourists
are also likely to visit the centre by car. The location of Noosa Civic means that those tourists without
a car, and/or not familiar with the area are unlikely to be visitors to Noosa Civic.
Average spend is moderate at $71 among all customers.
Approximately half of customers are drawn to Noosa Civic for convenience type shopping, and 58%
shop for groceries when at the centre, spending an average of $56.
A third of customers are drawn to Noosa Civic for non-food shopping and two thirds of these shop as
follows:
36% shop for fashion, and spend an average of $57;
26% shop for homewares, which is relatively high, although average spend is moderate at $31;
and
10% shop for leisure and general goods, such as toys, sporting equipment and newsagency
items. The average spend for these items is $27.
Woolworths and Big W are important assets for the centre with most customers visiting at least one of
these stores.
The compact nature and strategic location of the anchor tenants means there is a good level of cross
usage between the majors and speciality shops. The exception to this is the foodcourt and
surrounding specialty shops which attract low levels of visitation. This is an area of the centre which
clearly needs to change.
Customers in the primary trade area are naturally the most frequent visitors because nearly all are
shopping at Noosa Civic for food and grocery shopping. In comparison, shoppers in the secondary
south east are far less likely to do food and grocery shopping at Noosa Civic because Coolum is
more convenient. For these shoppers, Big W is the main drawcard to Noosa Civic. Secondary south
east shoppers are stronger critics of the centre compared to other areas, and additionally they prefer
to shop locally (in Coolum) or prefer to drive to Sunshine Plaza because they are more confident they
will get what they need.
Noosa Civic’s key non-food attraction is Big W, and the fashion retailers targeted towards the younger
market (e.g. City Beach, Supré and more recently Ice Design).
Tourists are extremely unlikely to come across Noosa Civic by accident, and are generally referred
there by someone else such as a friend or relative who lives locally, or from someone at their place of
accommodation. Woolworths and Big W would be of interest to tourists for groceries and non-food
basics.
2.5 THE PROPOSED DEVELOPMENT
The proposed expansion of Noosa Civic, which is the subject of this assessment, is responsive to the
needs of the trade area in the short to medium term. The expansion will comprise the following
components and will be located predominantly in the following precincts of the Noosa Shire Business
Centre (refer Map 2.3):
B1 Business (Retail Centre and Business);
OS7 Open Space (Environmental Drainage); and
E1 Employment (Technology based R&D, Business Offices and Civic).
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For the purposes of this retail need and impact assessment the expansion of Noosa Civic will broadly
comprise the components discussed below. The areas shown in Table 2.2 include the reconfiguration of
the existing centre as well as the proposed development scheme proposed by QIC. The floorspace
estimates by tenant type have been estimated by Urbis based on appropriate shopping centre
benchmarks.
The proposed expansion of Noosa Civic includes the addition of a 5,400 sq.m discount department
store as well as the addition of two new supermarkets totalling 5,550 sq.m. It is understood that the
supermarket area will be two tenancies, including a 4,000 sq.m Coles and a 1,550 sq.m ALDI
supermarket.
The reconfiguration of mini-major space in the existing centre, and the proposed mini-major
floorspace in the proposed development, results in a net addition of 3,260 sq.m of additional mini-
major floorspace at the centre.
Similarly, reconfigurations of the existing centre, and proposed new specialty retail floorspace, results
in a total net addition of 7,770 sq.m of specialty retail floorspace, including an additional 1,360 sq.m of
food and 6,410 sq.m of non-food retail floorspace
The proposal also incorporates a 430 sq.m multi use area and a new 460 sq.m gym, which for the
purposes of this retail assessment have been classified as non-retail/non-reporting floorspace.
In total, the proposed expansion is estimated to result in an addition of 21,980 sq.m GLA to the
existing Noosa Civic . This additional floorspace does not include common areas such as internal
shopping malls.
At completion, the proposed GLA of Noosa Civic, including the existing commercial/business offices
and Emporium showrooms, will be 53,511 sq.m. The proposed retail GLA will be 43,147 sq.m, which
is effectively double the existing centre.
The proposed plans are contained in Appendix A of this report.
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Existing and Proposed Centre
NOOSA CIVIC TABLE 2.2
1
Existing Centre Proposed Expansion Future Centre 2
(sq.m) (sq.m) (sq.m)
Majors:
DDS/s 6,484 5,400 11,884
Supermarket/s 3,507 5,550 9,057
Mini-Major/s 4,139 3,260 7,399
Specialty Shops :
Food Specialties 824 1,360 2,184
Food Retail 353 460 813
Food Catering 471 900 1,371
Non-Food Specialties 6,213 6,410 12,623
Apparel 3,165 2,554 5,719
Homewares 1,060 887 1,947
Bulky Goods 398 0 398
Leisure/General 876 2,017 2,893
Retail Services 714 952 1,666
Total Retail Specialties 7,037 7,770 14,807
Total Retail 21,167 21,980 43,147
Other GLA (Non-Retail) 9,474 890 10,364
Total Centre 30,641 22,870 53,511
1. GLA as at Octo ber 2014
2. GLA exlcudes mall areas, lo ading do cks and o ther back o f ho use areas
So urce: QIC ; Urbis
2.6 SUMMARY
This section has provided an overview of the regional and local context of Noosa Civic as well as a brief
overview of the subject site, trade area and a review of some of the pertinent consumer research
outcomes arising from research conducted by Urbis in October 2012.
In summary:
The Noosa Shire is situated approximately 120 km north of Brisbane and is situated at the northern
extent of the South East Queensland region.
The Shire is characterised by high levels of tourism and is a popular market for retirees. As a result,
the primary drivers of economic growth are within the retail, health and tourism sectors.
Noosa Civic is situated within the NSBC in Noosaville, which includes a land area of around 70.5
hectares.
The Noosa Shire Business Centre is intended to be the highest level activity centre for the Noosa
Shire LGA.
Noosa Civic is the largest single component within the NSBC, comprising 30,641 sq.m of Gross
Lettable Area (GLA). There is a small amount of commercial office space located within the Noosa
Civic precinct.
The Noosa Civic trade area has been divided into five sectors including a primary and four secondary
sectors (i.e. north east, south east, south and north west) and broadly includes the entirety of the
Noosa Shire LGA as well as the northern towns of the Sunshine Coast Council area.
28 NOOSA CIVIC
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The proposed expansion of Noosa Civic, which is the subject of this assessment, will comprise an
additional 21,980 sq.m of retail GLA and will include the following components:
an additional 5,400 sq.m discount department store;
an additional 5,550 sq.m of supermarket floorspace;
a further 3,260 sq.m of mini-major floorspace;
additional specialty retail tenancies totalling 7,770 sq.m; and
additional non-retail floorspace of 890 sq.m including a multi-use area and gym.
At completion, the expansion would take the total centre retail floorspace to approximately
43,147 sq.m.
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3 Retail Planning Framework
This section reviews the relevant regional and local planning framework, with regard to the policy intent
for future retail development of centres.
3.1 SOUTH EAST QUEENSLAND REGIONAL PLAN (SEQRP)
The SEQRP is the regional planning framework which guides the development of the South East
Queensland region. It reflects and informs State planning policies and priorities, and informs local
1
government plans and policies .
3.1.1 ACTIVITY CENTRE FRAMEWORK
The network of regional activity centres in the SEQRP sets out to focus urban development and growth in
strategic locations to encourage multipurpose centres. This concept, which is a common approach in
most parts of Australia, encourages the development of centres that:
support and create economic growth through the co-location of a mix of land uses;
provide concentrated goods and services making them appropriate for investment from government
in public transport, health, education, cultural and entertainment facilities;
provides a focus for community and social interaction;
promotes multipurpose trips to reduce the demand on private transport;
enhance opportunities for land use and transport integration; and
provide diverse mixed-use residential environments.
The SEQRP identifies a number of different types of activity centres in the planned network of centres.
Activity centres for urban purposes range in size from the Primary Activity Centre, Brisbane CBD, to
Principal Regional Activity Centres, such as Maroochydore, then Major Regional Activity Centres, such as
Noosa.
In accordance with this network of centres, the following provides an overview of the intents in the area of
relevance to the Noosa Civic and their designation under the SEQRP.
PRINCIPAL REGIONAL ACTIVITY CENTRES
Across the Sunshine Coast as a whole, Maroochydore is designated as the Principal Regional Activity
Centre (PRAC). The SEQRP notes that PRACs “serve catchments of regional significance and
2
accommodate key concentrations of employment. ”
Other key functions include business services, comparison and convenience retail, and service uses.
They provide a secondary administrative focus for regional offices of government, and significant health,
education, cultural and entertainment facilities.
MAJOR REGIONAL ACTIVITY CENTRES
There are seven Major Regional Activity Centres (MRACs) of relevance in the Sunshine Coast, namely
Noosa, Caloundra, Caloundra South, Kawana, Sippy Downs, Nambour and Beerwah. These centres
complement the PRACs by serving catchments of sub-regional significance and accommodating key
3
employment concentrations .
1
South East Queensland Regional Plan 2009-2031, page 7
2
Ibid, page 97
3
Ibid, page 96
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They also provide business, service and major retail and convenience functions. With a secondary, sub-
regional administration focus, they are intended to accommodate district or branch offices of government
and facilities of regional significance.
3.2 NOOSA PLAN
The Noosa Plan was adopted in 2006 to identify the planning framework that will guide development in
the Noosa area towards a vision for 2015.
In terms of the centres network, the Noosa Plan outlines the following hierarchy:
Shire Business Centre
Business Centre
Neighbourhood Centre
Visitor mixed use
The centre definitions are therefore different from those used in the SEQRP, mainly due to the need for
the Noosa Plan to include all centre types.
Noosa Civic is located in the Shire Business Centre, the highest order centre in the area covered by the
Noosa Plan, the intention of which is outlined below.
SHIRE BUSINESS CENTRE
As previously indicated Noosa is designated as the MRAC for the northern part of the Sunshine Coast,
providing for a mix of business, service, and major retail and convenience functions. It complements
Maroochydore as the PRAC for the Sunshine Coast, providing services for the sub-regional catchment at
the northern end of the coast.
Under the Noosa Plan NSBC is a Major Activity Centre for the purposes of the SEQ Regional Plan and
the highest order centre within the former Noosa Shire. It is intended to be developed in stages consistent
with the needs of the population of the former Noosa Shire and areas to the immediate south
BUSINESS CENTRE
The Noosa Plan identifies four business centres: Cooroy, Noosa Junction, Noosaville and Tewantin. The
Noosa Plan identifies in the business centre locality plans that business centres should not detract from
the role and function of the Shire Business Centre as the principal business centre of Noosa.
More specifically, the overall outcomes of the locality code are summarised as follows:
The Noosaville Business Centre Zone is intended to serve the local needs of the Noosaville
community and visitors.
The Noosa Junction Business Centre is intended to accommodate significant retail business,
commercial business, entertainment and dining business, and community uses that provide residents
and visitors with a range of goods and services including some higher order services; and
accommodates uses that do not detract from the role of the Shire Business Centre as the principal
business centre for Noosa.
The Tewantin Business Centre is also intended to accommodate uses that do not detract from the
role of the Shire Business Centre as the principal business centre for Noosa; is focused on Poinciana
Avenue and serves the residents of the locality and wider hinterland; and also serves a significant
employment and administrative role, with Council offices, government and community services.
Cooroy is also intended to retain its role as the major business centre for Noosa’s hinterland area.
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NEIGHBOURHOOD CENTRE
The Noosa Plan identifies a number of Neighbourhood Centres which are to provide for the immediate
nearby residents and visitors. There are a number of neighbourhood centres within the LGA including
Noosa Heads, Noosaville, Tewantin, Sunrise Beach, Peregian Beach and Cooroibah.
VISITOR MIXED USE
The Noosa Plan identifies a number of locations for Visitor Mixed Use. These locations are primarily to
support the surrounding residential and recreational development, as well as accommodation facilities.
Retail and commercial uses in these locations are the secondary uses. Development, in locations such as
Noosa Heads, Sunshine Beach and Peregian Beach, is to be integrated with the surrounding primarily
residential and accommodation areas.
3.3 SUMMARY
The key points arising from this section of the report can be summarised as follows:
The SEQRP identifies a number of types of centres in the urban and rural network of activity centres.
The only PRAC in the Sunshine Coast region is Maroochydore, whilst Noosa is classified as a MRAC.
The Noosa Plan is the Planning Scheme for the Shire, and this is required to be in line with the
SEQRP. In terms of the centres network, the Noosa Plan outlines the following hierarchy:
Shire Business Centre
Business Centre
Neighbourhood Centre
Visitor Mixed Use
The planning framework identified above guides development to consolidate in and around centres,
and to create development which promotes highly accessible centres, as well as the efficient use of
land and infrastructure.
The expansion of Noosa Civic is consistent with the role, function and hierarchical status of Noosa
under the SEQRP and the Shire Business Centre under the Noosa Plan.
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4 Centre Roles and Usage Patterns This section provides an overview of the existing retail and business centres within the Noosa Civic trade area. It provides a summary of the approximate amount of floorspace in each centre, broken down by specific uses, a review of the current mix of uses in each centre, and a description of the current role and function that each centre plays in the overall network of centres. 4.1 THE NOOSA PLAN FLOORSPACE USE DEFINITIONS The Noosa Plan defines uses and use classes in subsection 2.11 Dictionary. The defined primary uses include agricultural uses, business uses, community uses, infrastructure uses and residential uses. The Noosa Plan employs the nesting of land uses so that: a primary use includes use classes; a use class includes uses based on performance and potential level of impact; a use in turn is defined; and a diagram for each primary use is included to assist explanation of the nesting construction. For the purposes of the Noosa Civic development application, the types and quantum of relevant business and community uses in the Noosa Civic trade area was surveyed. The Noosa Plan defined uses and use classes relevant to this report are outline in Appendix B. 4.2 DEFINITION OF RETAIL FLOORSPACE It is important to note that the retail business use class as defined in the Noosa Plan varies from the industry standard definition of retail floorspace as used by Urbis and most other retail economists. The definition of retail uses, as typically defined by Urbis, has been developed with reference to the ABS definition adopted for the purposes of past Retail and Services Censuses, the Australian and New Zealand Standard Industrial Classification system (ANZSIC), with some minor exceptions due to retail property industry reporting standards (e.g. Shopping Centre Council Australia, ‘Reporting Guidelines’). For the purpose of this analysis, each individual tenant in each of the main centres has been assigned a use class based on the Australian and New Zealand Standard Industrial Classification system (ANZSIC) published by the ABS. In turn, each ANZSIC class has been categorised as retail or non-retail according to standard retail property industry classifications. The ANZIC system is designed to assign all business entities to one of 19 industries, based on their predominant activity. It is structured hierarchically with industries at the top level (e.g. Division B - Mining or Division G -Retail Trade). Each Division contains a number of sub-divisions, groups and classes (e.g. Subdivision 41 - Food Retailing is within Division G - Retail Trade; Specialised Food Retailing (Group 411) is a group within Subdivision 41 – Food Retailing; Fruit and Vegetable Retailing (Class 4122) is a class within Group 411 - Specialised Food Retailing). Notably, Urbis includes cafes, restaurants and takeaway food services as ‘retail’ even though ANZSIC includes these uses in Division H - Accommodation and Food Services. This is appropriate, in our view, as cafes, restaurants and takeaway food stores are shopfront uses that rely on household expenditure, and which are usually found within centres of all types. A full concordance of ANZSIC groups and classes with Urbis retail categories is outlined in Appendix C. Appendix B outlines the retail business uses as per the Noosa Plan and also stipulates if the specific use is included in Urbis’ definition of retail, and hence is defined as retail for the purposes of this report. URBIS NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL CENTRE ROLES AND USAGE PATTERNS 33
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4.3 DEFINITION OF OTHER BUSINESS AND COMMUNITY USES
The land use survey also includes an estimation of the non-retail business and community services uses
in the network of centres within the Noosa Civic trade area.
Business uses defined in the Noosa Plan which are captured in this definition are:
all of the uses under the retail business use class which are excluded from the Urbis definition of
retail;
Type 1 Office, Type 2 Medical and Type 3 Veterinary uses under the commercial business use class;
Type 2 Recreation, amusement and fitness and Type 3 Bar uses under the entertainment and dining
business use class; and
Type 3 Significant scale uses under the home-based business use class.
Community uses defined in the Noosa Plan which are captured in this definition are:
Type 1 Childcare and Type 4 Information uses under the education use class;
Type 1 Station uses under the emergency service use class;
Type 1 Sport and recreation uses under the open space use class; and
Type 2 Social uses under the wellbeing use class.
4.4 LAND USES AND ESTIMATED FLOORSPACE
The land use and floorspace data in this section has been estimated based on a land use survey of each
centre by Urbis in July 2014, a sample audit of that land use survey by Urbis in October 2014, a review of
industry documents such as the Property Council of Australia Shopping Centre Database, aerial
photographs released by NearMap, as well as publicly available investment memorandums that detail the
tenancy schedule and floorspace in centres that have been listed for sale. It is important to note that the
results of the land use survey are ‘best estimates’ only. A detailed explanation of the land use survey
methodology is outlined in Appendix E.
Based on the approach described above, the current provision of retail and non-retail floorspace within
the Noosa Civic Trade Area is estimated at approximately 266,700 sq.m, of which 151,200 sq.m is retail
floorspace and 97,000 sq.m is other business and community uses (refer Table 4.1), including
commercial office space. Only community use and open space use land adjacent to the centres in the
Noosa Civic trade area were surveyed.
Both occupied and unoccupied floorspace has been included in the survey. In most cases the vacant
space is to be expected given the secondary nature of the building or shopfront in terms of location and
physical appearance.
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Estimated Current Provision of Floorspace
NOOSA CIVIC TRADE AREA TABLE 4.1
Other Business and
Retail 1 Community Uses Vacant Total Major Retail Tenants
% of Total % of Total % of Total Dist. From
GLA GLA GLA GLA All GLA Total GLA NC2 Food Non Food
(Sq.m) (Sq.m) (Sq.m) (Sq.m)
(km.)
Noosaville
Noosa Civic 21,200 69% 5,300 17% 4,200 14% 30,700 -
Noosaville 25,700 58% 15,400 35% 3,100 7% 44,200 2.0 Dan Murphy's
Inc. Noosa Homemaker Centre 6,800 1,100 1,700 9,600 Forty Winks, Rivers
Inc. Noosa Village Shopping Centre 4,300 300 100 4,700 Woolworths, BWS The Reject Shop
Weyba Road (Noosaville) 2,500 81% 300 10% 200 6% 3,100 2.5 ALDI
Noosa Bushlands (Noosaville) 600 40% 700 47% 300 20% 1,500 1.4 Liquorland
Noosaville Industrial 13,900 86% 2,300 14% 0 0% 16,200 n.a.
Noosaville Undefined 1,200 100% 0 0% 0 0% 1,200 2.7
Noosa Parade Professional Centre
(Noosaville) 0 0% 300 100% 0 0% 300 2.7
Total Noosaville 65,100 68% 24,000 25% 7,800 8% 95,700
Noosa Junction 18,300 50% 14,200 39% 4,200 11% 36,700 4.5
Inc. Noosa Fair Shopping Centre 5,600 2,000 200 7,900 Coles, BWS The Reject Shop
Inc. Noosa Junction Plaza 4,300 600 300 5,200 Supa IGA, Liquorland Target Country
Hastings Street (Noosa Heads) 12,500 75% 3,300 20% 800 5% 16,600 5.0
Inc. Bay Village on Hastings 2,400 0 0 2,400
Quamby Place (Noosa Heads) 1,900 61% 1,100 35% 200 6% 3,100 3.7 Liquor At Your Local
Total Noosa Heads 32,700 58% 18,600 33% 5,200 9% 56,400
Tewantin Town Centre 8,600 36% 13,500 56% 1,800 8% 23,900 2.0
Inc. Poinciana Place Shopping Centre 2,900 200 0 3,100 Woolworths, BWS
Inc. Tewantin Plaza 500 800 100 1,300
Noosa Outlook (Tewantin) 1,500 83% 300 17% 0 0% 1,800 3.0 IGA
Earl Street (Tewantin) 400 31% 700 54% 100 8% 1,300 1.9
Total Tewantin 10,500 39% 14,500 54% 1,900 7% 27,000
Sunshine Beach 2,000 61% 1,400 42% 0 0% 3,300 6.0
Sunrise Shops 700 70% 300 30% 0 0% 1,000 4.8 Foodworks
Total Sunshine Beach 2,700 63% 1,700 40% 0 0% 4,300
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Coolum Beach 10,300 51% 9,000 45% 900 4% 20,200 13.2 Mitre 10
Inc. Coolum Village Shopping Village 4,100 1,200 200 5,500 Coles
Coolum South & Coolum West 6,300 56% 4,200 37% 800 7% 11,300 14.0
Inc. Coolum Park Shopping Village 3,500 300 200 4,000 Woolworths
Inc. Mount Coolum Shopping Centre 1,400 100 100 1,500 IGA
Total Coolum 16,600 53% 13,200 42% 1,700 5% 31,500
Peregian Springs 4,200 70% 1,700 28% 100 2% 6,000 9.3 Coles
Inc. Peregian Springs Shopping Centre 3,800 1,000 0 4,800
Peregian Beach 3,200 35% 5,200 57% 800 9% 9,200 8.5
Total Peregian 7,400 49% 6,900 45% 900 6% 15,200
Cooroy 8,500 45% 9,800 51% 800 4% 19,100 14.0 Supa IGA Mitre 10
Inc. Cooroy Village Shopping Centre 600 100 400 1,100
Pomona 4,500 53% 3,300 39% 700 8% 8,500 20.0 IGA
#DIV/0! #DIV/0! #DIV/0!
Eumundi 2,400 38% 3,100 49% 700 11% 6,300 12.0
Kin Kin 400 29% 1,000 71% 0 0% 1,400 40.0
Cooran 400 31% 900 69% 0 0% 1,300 24.0
Total - Noosa Civic Trade Area 151,200 57% 97,000 36% 19,700 7% 266,700
1. Retail as defined by Urbis.
2. Distance measured by straight line.
3. So me to tals may no t equal the sum o f their parts due to ro unding.
So urce: P CA A ustralian Sho pping Centre Database June 2014 ; QIC ; Nearmap ; Urbis
36 CENTRE ROLES AND USAGE PATTERNS
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4.5 INTERCEPT SURVEYS – SURVEY SCOPE AND METHODOLOGY
A total of 1,200 customer interviews were conducted in the following locations:
SURVEY LOCATION SAMPLE SIZE
Noosa Junction, including Sunshine Beach Road, Noosa Fair and Plaza 495
Hastings Street, including the lower end of Noosa Drive 339
Tewantin along Poinciana Avenue from Sidoni Street to Memorial Avenue/Dylan Street 261
Noosaville River precinct along the commercial area of Gympie Terrace from The Cockle 105
Shell to James Street, including part of Thomas Street
TOTAL 1,200
The purpose of the surveys was to measure the incidence of usage by locals and visitors and to
determine the types of retail, leisure and other activities undertaken within each precinct. The findings
from the survey have been incorporated into the analysis of the role and function of each precinct
Interviews were conducted in two separate weeks to include a school holiday period and a period without
holidays. The number of interviews conducted during the holiday week and outside holidays reflects the
proportion of holiday weeks to non-holiday weeks throughout the year. The survey dates and sample size
in each week were as follows:
Saturday 13th – Friday 19th September, 2014 (no holidays) – sample of 900 (75%); and
Monday 22nd – Sunday 28th September 2014 (holidays) – sample of 300 (25%).
Other specifications of the survey were as follows:
The questionnaire was designed by Urbis. It was approximately four minutes in duration.
Interviewers were briefed in person by Urbis. Only IQCA accredited interviewers were employed to
undertake the interviews. A field supervisor was on-site for the duration of the survey.
Respondents were screened to include those who were shopping, browsing, getting something to eat
or drink, working, or using a service or facility. People who were only undertaking a recreational
activity or just passing through were excluded from the survey.
Respondents were selected as randomly as possible by approaching every third person passing fixed
points in each precinct.
4.6 NOOSA SHIRE BUSINESS CENTRE
Noosa Civic, and indeed the NSBC as a whole, is designated as the Major Activity Centre for the
northern end of the Sunshine Coast, providing for a mix of business, service, major retail and
convenience functions for the sub-regional catchment. It complements Maroochydore which is the
Principal Activity Centre for the Sunshine Coast.
A high level breakdown of Noosa Civic floorspace has been provided in sub-section 2.2.2 previously.
Noosa Civic accommodates a total of approximately 30,600 sq.m GLA, some 69% of which is currently
used for retail purposes (21,100 sq.m) (refer Chart 4.1 and 4.2).
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Overall Floorspace Breakdown
NOOSA CIVIC, JUNE 2014 CHART 4.1
Vacant
9%
Non Retail
20%
Retail
71%
1. Based on Urbis Retail / Non Retail categorisation.
Source : Urbis
Floorspace Breakdown by ANZSIC Group
NOOSA CIVIC, JUNE 2014 CHART 4.2
Retail Non Retail
Banking
Other Retail 17%
Department
25%
Stores
30%
Other Non
Retail
Central
41%
Government
Admin
Recreational 13%
Goods
Retailing
7%
Furniture,
Floor Motor
Supermarket
Coverings, Vehicle Parts
Houseware and Grocery Postal and
Stores 11%
and Textile Clothing, Courier Pick-
Goods Footwear 16% up and Employment
8% and Personal Delivery Services
Accessories Services 10%
14% 8%
1. Based on ANZSIC 2006 categorisation.
Source : Urbis
4.7 BUSINESS CENTRES
The Noosa Plan identifies four Business Centres at Cooroy, Noosa Junction, Noosaville and
Tewantin, and notes that Business Centres should ‘not detract from the role of the Shire Business Centre
as the principal business centre for Noosa’. In order to understand the role and function of these centres,
this sub-section provides a breakdown of the land uses within each of these business centres.
38 CENTRE ROLES AND USAGE PATTERNS
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4.7.1 NOOSA JUNCTION
Noosa Junction is situated within the suburb of Noosa Heads, approximately 4.5 km north east of Noosa
Civic. It is located within the secondary north east sector of the Noosa Civic trade area and is one of the
key visitor attractions of Noosa Heads, which is also the principal focus for visitor accommodation and
4
services in Noosa.
A large area of Noosa Junction has a business centre zoning, accommodating retail businesses,
commercial businesses, entertainment and dining businesses, and a range of community uses that
5
provide residents and visitors with a broad range of goods and services.
A floorspace analysis was undertaken within the Noosa Junction Business Centre, which also included a
number of home offices that were situated within detached residential dwellings. The following summary
provides an overview of the composition of total floorspace within the centre:
Overall, the Noosa Junction Business Centre accommodates a total GLA of 36,700 sq.m.
Approximately 50%, or 18,300 sq.m, is retail GLA, and approximately 39% (or 14,200 sq.m) is non-
retail GLA.
Vacancies within the Business Centre at the time of our inspection account for around 4,200 sq.m
(refer Chart 4.3). This was mostly poor quality space.
Overall Floorspace Breakdown
NOOSA JUNCTION, JUNE 2014 CHART 4.3
Vacant
11%
Retail
50%
Non Retail
39%
Source : Urbis
There are a few single ownership shopping complexes within the Noosa Junction Business Centre,
including the Noosa Fair Shopping Centre, Noosa Junction Plaza shopping centre and Suntop Plaza. The
details of these individual properties are as follows:
The Noosa Fair Shopping Centre is an externally orientated centre anchored by a 3,800 sq.m
Coles, and is home to several national retailers including The Reject Shop, BWS and Brumby’s. It
also offers shoppers a selection of fresh fruit and vegetables, health and beauty, fashion, and service
retailers. Onsite shaded car parking is available for customers.
Noosa Junction Plaza is a small centre anchored by a small Target DDS (1,400 sq.m) and a Supa
IGA (2,200 sq.m). The Plaza also provides a selection of services. The Target store was previously
known as Target Country which is a small format discount variety store. This is understood to be a
poor location for Target..
4
The Noosa Plan, p9-3
5
The Noosa Plan, p9-28
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Suntop Plaza on Sunshine Beach Road is an arcade style centre which is home to a half dozen
mostly service orientated tenants.
There is also a wide range of street-front shops, cafes and restaurants at Noosa Junction. The street
front shops are concentrated along the Sunshine Beach Road strip and Lanyana Way, with a few tenants
operating along Noosa Drive.
Noosa Junction also accommodates the Noosa 5 Cinemas, the only cinema complex in Noosa, and a
broad range of boutique shops, cafes and restaurants. The 5-screen cinema hosts mainstream movies
and is served by a small at-grade car park behind the main strip. It is especially popular during holiday
periods.
A breakdown of retail floorspace categorised by ANZSIC Group is provided below in Chart 4.4. The
largest proportion of floorspace belongs to the Supermarket and Grocery Group (33%) as a consequence
of the Coles at Noosa Fair and the Supa IGA at Noosa Junction Plaza. As shown in Chart 4.4, the other
key store types in the Noosa Junction Business Centre are:
Cafes, Restaurants and Takeaway Food (constituting 13% of total retail floorspace);
Pharmaceutical and Other Store-Based Retailing (13%); and
Clothing, Footwear and Personal Accessory Retailing (11%).
Noosa Junction is generally used for ‘mission’ shopping, especially for tourists. While the recently
refurbished Coles is well utilised, due to its size and location, Target Country is less popular due to its
limited range and poor location.
There are around 85 non-retail tenancies across approximately 14,200 sq.m of floorspace at Noosa
Junction. The largest concentration of non-retail floorspace is situated within the Noosa Central block of
professional offices and suits on Bottlebrush Avenue adjacent to the Noosa Community Health Centre.
There is also a range of commercial services along Sunshine Beach Road and Lanyana Way, mostly on
the first floor above the retail tenancies at street level. The non-retail facilities and services at Noosa
Junction are quite diverse with medical and allied health uses, and legal and accounting uses each
comprising approximately 16% of total operating non-retail commercial floorspace.
The fact that Noosa Junction is close to the popular tourist accommodation and attractions at Noosa
Heads, as well as its broad mix of uses catering to various segments of the market, means that it can be
expected to be quite resilient (i.e. it is not exposed in a small number of specialist categories).
Floorspace Breakdown by ANZSIC Group
NOOSA JUNCTION, JUNE 2014 CHART 4.4
Retail Non Retail
Other Retail Legal and
17% Supermarket Accounting
and Grocery 16%
Stores
Personal 33%
Care Motion
Services Other Non
Picture and
5% Retail
Video
41%
Activities
Department 13%
Stores
8%
Clothing, Allied Health
Footwear 9%
and Personal
Accessories Pharmaceut-
Cafes, ical and Educational
11%
Restaurants Other Banking Support
and T/A Medical
13% 6% 8%
Food 7%
13%
Source : Urbis
40 CENTRE ROLES AND USAGE PATTERNS
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4.7.1.1 INTERCEPT SURVEYS – NOOSA JUNCTION
The intercept surveys conducted by Urbis are outlined in the following section. They provide a cross
section of the visitors and their spending habits at Noosa Junction. The key outcomes are outlined below.
ORIGIN OF RESPONDENTS
Of the Noosa Junction respondents, 56% live within the trade area and 43% are visitors (refer Table 4.2)
which demonstrates the broad customer base within this precinct. Of the local customers, the majority live
in the primary or secondary north east sectors, while of the visitors to the precinct 17% are from
interstate, 17% are from overseas and 7% from elsewhere in Queensland, excluding the Sunshine Coast.
Distribution of Respondents
NOOSA JUNCTION TABLE 4.2
Noosa
Junction
n=495
Primary 16%
Secondary:
Secondary North East 29%
Secondary South East 4%
Secondary South 2%
Secondary North West 4%
Total Secondary 40%
Main Trade Area 56%
Beyond
Sunshine Coast/Hinterland 2%
Visitors:
Elsewhere in Queensland 7%
Interstate 17%
Overseas 17%
Total Visitors 41%
Total Beyond 43%
Total 100%
So urce: Urbis, No o sa Intercept Survey, September 2014
ACTIVITIES UNDERTAKEN
The majority (65%) of people who visit Noosa Junction do some food and grocery shopping while there
(refer Chart 4.5). This includes supermarket shopping as well as using specialty food stores such as a
butcher, baker, greengrocer or seafood shop. These convenience based retail stores attract both locals
and visitors to Noosa Junction.
This area also appears to be a hub for other services too, demonstrated by the 13% of customers who
visit the precinct for uses such as hairdressers, beauty services, banks, and post office. Noosa Junction is
also used for more leisurely retail needs including shopping for fashion (22%), browsing and window
shopping (12%), and going to a cafe or restaurant (20%). Some 14% are there to buy take away food to
take away.
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Activities Undertaken
NOOSA INTERCEPT SURVEYS – NOOSA JUNCTION CHART 4.5
70% 65%
Shopping Food & Beverage
60% Retail Services Entertainment
50% Working Leisure/Sporting Activities
Professional/Business/Government/Council Services Medical Services
Incidence on Day of Interview
40%
Community/Education/Public Order Services Other
30%
22%
20%
20%
14% 13%
12%
10% 7% 7%
5% 4% 4% 3% 3% 3% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
0%
Activity
Base: Respondents at Noosa Junction; Sample Size = 495
Source: Urbis, Noosa Intercept Survey, September 2014
4.7.2 NOOSAVILLE
Noosaville comprises the centre zonings of the Noosaville Business Centre, the Noosaville Visitor Mixed
Use zone and the Mary/Thomas Street Business Centre Precinct. It is located within the suburb of
Noosaville near to the Noosa River, approximately 2 km north from Noosa Civic, and within the primary
trade area of Noosa Civic.
Noosaville is also one of the principal visitor destinations in Noosa. The Noosa River, the riverside
6
parkland and the restaurants along the foreshore are the key attractions.
Noosaville Business Centre comprises a total of approximately 44,200 sq.m GLA. Of this, approximately
58%, or 25,700 sq.m, is retail GLA and 35%, or 15,400 sq.m, is non-retail GLA. Vacancies account for
around 3,100 sq.m of the overall GLA (refer Chart 4.6). Included in this floorspace analysis are home
based businesses that are situated within the Business Centre and Visitor Mixed Use zoning that
accommodates commercial uses.
It should be noted that there are also retail uses situated within the Industrial zoned land in Noosaville.
The industrial area comprises approximately 16,200 sq.m of retail floorspace of which the majority is
situated within a Bunnings Warehouse. Other retail floorspace tenants include Officeworks, sporting and
recreational stores as well as a few food catering establishments. In order to balance the Quantium
market shares for the impact analysis provided later in this report, the Noosaville postcode floorspace
estimate includes approximately 1,200 sq.m of food retail floorspace that was not collected within the
Urbis Land Use Survey. This floorspace is most likely to be situated outside of the Noosaville business
precinct.
The following floorspace summary and charts relate to the Noosaville Business Centre and Visitor Mixed
Use zoning only.
6
The Noosa Plan, pages 11-3
42 CENTRE ROLES AND USAGE PATTERNS
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Overall Floorspace Breakdown
NOOSAVILLE, JUNE 2014 CHART 4.6
Vacant
7%
Non Retail
35%
Retail
58%
Source : Urbis
There are a few complementary shopping complexes located within the Noosaville Business and Visitor
Mixed Use zones, as follows:
The Noosa Village Shopping Centre is anchored by a 2,600 sq.m Woolworths supermarket and
includes 4,300 sq.m of retail floorspace in total.
The Noosa Homemaker Centre, which consists mainly of homemaker/bulky goods retailers, is
adjacent to Noosa Village and incorporates some 9,560 sq.m of retail floorspace, including national
retailers such as Forty Winks, Repco and Rivers as well as food catering establishments such as
McDonalds and Dominos Pizza. There are additional bulky goods retailers on Gibson Road,
including Harvey Norman and bathroom showrooms.
Strip retailing, comprising a large proportion of food and beverage tenancies is located along the
waterfront at Gympie Terrace and Thomas Street.
A breakdown of retail floorspace categorised by ANZSIC Group is provided below in Chart 4.7. Given the
tenant mix in the Noosa Homemaker Centre and the tenancies located along Gibson Road, the largest
proportion of floorspace belongs to the Furniture, Floor Coverings, Homewares and Textile Retailing
Group (27%). Cafés, restaurants and takeaway food options account for 19% of retail uses, and as
mentioned earlier are located along Gympie Terrace and Thomas Street. As shown in Chart 4.7, the
other key store types in the area are:
Supermarket and Grocery Stores (constituting 12% of total retail floorspace);
Clothing, Footwear and Personal Accessory Retailing (7%);
Specialised Food Retailing (7%); and
Electrical and Electronic Goods Retailing (6%).
The Noosaville Business Centre is perceived primarily as a place for groceries and errands, benefiting
from a relatively central location within the Noosa suburbs and the inclusion of Dan Murphy’s. However,
most locals acknowledge that Woolworths at Noosa Civic is a noticeably larger store with a better product
range.
There is approximately 15,400 sq.m of non-retail floorspace within the Noosaville Business Centre. The
majority of this floorspace is situated within home offices situated within detached or semi-detached
dwellings along Mary Street and Thomas Street, as well as short term accommodation dwellings along
Gympie Terrace. There is also a selection of offices and suites located above retail stores with street
frontage on Gympie Terrace and Gibson Road.
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Allied health services provide for the largest proportion of non-retail uses, accounting for 18% of the non-
retail floorspace in the area. Other key uses in the area include:
Pubs, Taverns and Bars (13%);
Sports and Physical Recreation Activities (11%) such as Snap Fitness and Jets Fitness Centre;
Finance and Investment Services (11%);
Allied Health Services (18%);
Legal and Accounting Services (6%); and
Real Estate Services (6%).
Floorspace Breakdown by ANZSIC Group
NOOSAVILLE, JUNE 2014 CHART 4.7
Retail Non Retail
Furniture, Allied Health
Other Retail Floor Services
22% Coverings, 18%
Houseware
and Textile Other Non
Goods Retail
27% 35%
Pubs,
Electronic
Taverns and
Goods
Bars
Retailing
13%
6%
Specialised
Food
Retailing Cafes,
7% Restaurants
and T/A Sports and
Clothing, Food Real Estate Physical
Footwear 19% Services Recreation
and Supermarket 6% Legal and Finance and Activities
Personal and Grocery Accounting Investment 11%
Accessories Stores Services Services
7% 12% 6% 11%
So urce : Urbis
4.7.2.1 INTERCEPT SURVEYS – NOOSAVILLE
The intercept surveys conducted by Urbis captured a cross section of the visitors and their spending
habits at Noosaville, as noted below. Please note that the surveys were somewhat restricted in Noosaville
due to private ownership issues. This is accounted for later in the report when examining the distribution
of trade and the centre’s overall market shares.
ORIGIN OF RESPONDENTS
The Noosaville river precinct attracts a local customer base as well as a high number of intra and
interstate visitors, but fewer internationals compared with Noosa Junction and Hastings Street. Of the
local customers who visit this precinct, the majority live within the primary trade area (refer Table 4.3).
44 CENTRE ROLES AND USAGE PATTERNS
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Distribution of Respondents
NOOSAVILLE RIVER PRECINCT TABLE 4.3
Noosaville
River Precinct
n=105
Primary 22%
Secondary:
Secondary North East 9%
Secondary South East 0%
Secondary South 0%
Secondary North West 9%
Total Secondary 17%
Main Trade Area 39%
Beyond
Sunshine Coast/Hinterland 2%
Visitors:
Elsewhere in Queensland 18%
Interstate 32%
Overseas 9%
Total Visitors 59%
Total Beyond 61%
Total 100%
So urce: Urbis, No o sa Intercept Survey, September 2014
ACTIVITIES UNDERTAKEN
The Noosaville river precinct is used for a narrower range of activities than Noosa Junction and is a
strong food destination. Around 56% of customers were visiting a café or restaurant along Gympie
Terrace, with a further 33% visiting the precinct for take away food or drinks. Shopping for fashion (26%)
and browsing or window shopping (22%) are also reasons for visiting Noosaville, while leisure and
recreational activities are very popular in this area – 28% of customers interviewed had been walking
along the river, 15% had undertaken some water activities (i.e. fishing, boating etc.) and 8% were
engaging in other leisure or sporting activities (refer Chart 4.8).
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Activities Undertaken, Noosaville River Precinct
NOOSA INTERCEPT SURVEYS CHART 4.8
60% 56%
Shopping
Food & Beverage
50%
Incidence on Day of Interview
Retail Services
Entertainment
40% Working
33% Leisure/Sporting Activities
Professional/Business/Government/Council Services
30% 26% 26% Medical Services
22% Community/Education/Public Order Services
20% Other
15%
12% 10%
9% 8%
10% 6% 5% 3% 3% 3% 1% 1% 1% 1% 1%
0%
Base: Respondents at Hastings Street; Sample Size = 339
Source: Urbis, Noosa Intercept Survey, September 2014
4.7.3 TEWANTIN TOWN CENTRE
Tewantin is situated approximately 2 km north-west of Noosa Civic, within the primary trade area of
Noosa Civic. The centre of the town of Tewantin is zoned as a Business Centre, with a number of
Community Service uses nearby.
Tewantin comprises a total of approximately 23,900 sq.m GLA. Non-retail floorspace makes up over half
(13,500 sq.m) of the total GLA in the centre. There is approximately 8,600 sq.m of retail floorspace and
1,800 sq.m of vacant GLA (refer Chart 4.9). Included in this floorspace analysis are a number of
buildings zoned for community services adjacent to the Tewantin Business Centre.
Overall Floorspace Breakdown
TEWANTIN, JUNE 2014 CHART 4.9
Vacant
8%
Retail
36%
Non Retail
56%
1. B ased o n Urbis Retail / No n Retail catego ries.
So urce : Urbis
46 CENTRE ROLES AND USAGE PATTERNS
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The retail offering in the Tewantin Business Centre is concentrated mostly along Poinciana Avenue. This
includes the Poinciana Place Shopping Centre which has approximately 2,900 sq.m of retail floorspace
anchored by another small format Woolworths supermarket of 2,400 sq.m, and Tewantin Plaza, a small
arcade style mall of approximately 600 sq.m retail GLA.
A breakdown of retail floorspace categorised by ANZSIC Group is provided below in Chart 4.10. The
Woolworths supermarket accounts for 38% of the retail floorspace in Tewantin. As shown in Chart 4.10,
the other key store types include:
Pharmaceutical and Other Store-Based Retailing (constituting 15% of total retail floorspace);
Cafes, Restaurants and Takeaway Food (22%);
Personal Care Services (9%) such as hairdressers and beauty salons; and
Clothing, Footwear and personal accessory retailing (7%).
The Tewantin Business Centre provides for approximately 13,500 sq.m of non-retail GLA. The largest
buildings in the area are the Tewantin – Noosa RSL and the Noosa Council office buildings. There is also
a concentration of professional offices and suites in the Tewantin Plaza and Cooloola Centre at 97
Poinciana Avenue.
Other key services in the area are:
Medical Services (8%);
Banking (8%);
State Government Administration (5%); and
Real Estate Services (4%).
Floorspace Breakdown by ANZSIC Group
TEWANTIN, JUNE 2014 CHART 4.10
Retail Non Retail
Other Retail Clubs
Specialised
3% (Hospitality)
Food Supermarket
11%
Retailing and Grocery
14% Stores
30%
Other Non
Clothing, Retail
Footwear 37%
and Local
Personal Government
Accessories Admin
7% 27%
Personal
Care
Services
9%
Pharmaceut-
ical and State
Other Government
Cafes, 15% Medical
Admin Real Estate
Restaurants Services
5% Services Banking
and T/A 8%
Food 4% 8%
22%
1. Catego rised acco rding to A NZSIC 2006.
So urce : Urbis
URBIS
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4.7.3.1 INTERCEPT SURVEYS – TEWANTIN
The main results from the intercept surveys are outlined below:
ORIGIN OF RESPONDENTS
Whilst Tewantin has the most localised customer base, it still attracts approximately 24% of its customers
from the visitor market. Most of these visitors are from intra or interstate. Almost three quarters (72%) of
Tewantin customers live within the trade area. The majority of these are from the primary trade area
(49%) and a reasonable proportion (15%) come from the secondary north west which is the semi-rural
area incorporating Kin Kin and Pomona etc (refer Table 4.4).
Distribution of Respondents, Tewantin
NOOSA INTERCEPT SURVEYS TABLE 4.4
Tewantin
n=261
Primary 49%
Secondary:
Secondary North East 5%
Secondary South East 1%
Secondary South 2%
Secondary North West 15%
Total Secondary 23%
Main Trade Area 72%
Beyond
Sunshine Coast/Hinterland 4%
Visitors:
Elsewhere in Queensland 9%
Interstate 12%
Overseas 3%
Total Visitors 24%
Total Beyond 28%
Total 100%
So urce: Urbis, No o sa Intercept Survey, September 2014
ACTIVITIES UNDERTAKEN
Tewantin fulfils a strong convenience role for food, grocery and other everyday shopping, and provides a
good range of banking services plus a Post Office. In addition to these, Tewantin like the other precincts,
is used for a wide range of other activities ranging from dining, take away food, work, going to a pub/club
for a meal or drinks, playing the pokies etc. (refer Chart 4.11).
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Activities Undertaken, Tewantin
NOOSA INTERCEPT SURVEYS CHART 4.11
60%
Shopping Food & Beverage
50%
50% Retail Services Entertainment
Working Leisure/Sporting Activities
40%
Incidence on Day of Interview
31% Professional/Business/Government/Council Services Medical Services
30%
Community/Education/Public Order Services Other
21%
19%
20% 17%
14% 13%
10%
10% 7% 7% 6%
5% 5% 5% 4%
3% 3% 3% 2% 2% 2%
1% 1% 1% 1% 1%
0%
Base: Respondents at Tewantin; Sample Size = 261
Source: Urbis, Noosa Intercept Survey, September 2014
4.7.4 COOROY
The township of Cooroy is approximately 14 km from the NSBC. The Cooroy Business Centre is
concentrated around the Cooroy Train Station. The town’s retail and commercial facilities are separated
by the railway line, with the largest concentration of retail situated on the west side of the tracks on Maple
Street.
The business centre comprises around 8,500 sq.m of operating retail floorspace, including a popular
Supa IGA supermarket of approximately 1,750 sq.m. There is approximately 9,800 sq.m of other
business and community service floorspace in the town.
Cooroy is generally perceived as a country town that is separate from the Noosa suburbs and there is a
high degree of loyalty from local residents. Cooroy is primarily used for grocery shopping although it is
also acknowledged for specific quality non-food retailers. IGA is also frequented by locals for top-up
shopping due to its range of local produce and weekly specials.
4.8 VISITOR MIXED USE CENTRES
The Noosa Plan identifies a number of locations of Visitor Mixed Use zoning. These locations are
primarily to support the surrounding residential and recreational development as well as accommodation
facilities. Retail and commercial uses in these locations are the secondary uses. Development, in
locations such as Noosa Heads, Sunshine Beach and Peregian Beach, is to be integrated with the
surrounding primarily residential and accommodation areas.
The Visitor Mixed Use centres within the trade area include Hastings Street, Noosaville, Sunshine
Beach and Noosa North Shore. The Noosaville Visitor Mixed Use Centre was outlined in section 4.5.2,
whilst the Hastings Street, Sunshine Beach and Noosa North Shore Visitor Centres are outlined below.
4.8.1 HASTINGS STREET (NOOSA HEADS)
Hastings Street is located in Noosa Heads, alongside the Laguna beach shorefront, approximately 5 km
north east from the NSBC, in the secondary north east sector.
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Noosa Heads is the principal focus for visitor accommodation and services in Noosa and Hastings Street
7
is one of the key visitor attractions.
Hastings Street accommodates a high proportion of entertainment and dining premises. As such, it is
predominately zoned Visitor Mixed Use in the Noosa Plan with some areas also zoned for Community
Services. Hastings Street is accessible via bus and car, however on-the-street parking can be hard to
find, especially in peak tourist season.
A floorspace survey was undertaken to quantify the GLA in Hastings Street, and to understand the role
and function of the strip. Hastings Street accommodates approximately 16,600 sq.m GLA of which 75%,
or 12,500 sq.m, is retail GLA and 16%, or 2,500 sq.m, is non-retail. Approximately 800 sq.m of
floorspace is currently vacant (refer Chart 4.12).
Overall Floorspace Breakdown
HASTINGS STREET, JUNE 2014 CHART 4.12
Vacant
5%
Non Retail
20%
Retail
75%
So urce : Urbis
The retail provision in Hastings Street reflects its role as the major tourist and visitor hub in Noosa. In the
centre of Hastings Street on the southern side is Bay Village on Hastings, an arcade of specialty shops
and a food court.
A breakdown of retail floorspace categorised by ANZSIC Group is provided below in Chart 4.13 In
summary:
Hastings Street is dominated by cafes, restaurants and other food options and quality fashion
operators. Together, these two groups account for over 80% of the retail floorspace at Hastings
Street.
The other store types in Hastings Street are Pharmaceutical and Other Store-Based Retailing (8%
and 10% respectively).
The Noosa Heads Surf Club is the largest non-retail use at Hastings Street, accounting for one half of
all non-retail commercial GLA on the strip. There are a limited number of other non-retail uses in the
area such as allied health services and real estate services.
7
The Noosa Plan, pages 9-3
50 CENTRE ROLES AND USAGE PATTERNS
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Retail Floorspace Breakdown by ANZSIC Group
HASTINGS STREET, JUNE 2014 CHART 4.13
Retail Non Retail
Other Non
Other Retail
Retail
Pharmaceuti 10% 12%
-cal and Other Admin
Other Services
8% 6%
Pubs,
Cafes,
Taverns and
Restaurants
Bars Clubs
and T/A
11% (Hospitality)
Food
49% 50%
Clothing,
Footwear
and
Personal Real Estate
Accessories Services
33% 11%
Allied Health
Services
10%
So urce : Urbis
4.8.1.1 INTERCEPT SURVEYS – HASTINGS STREET
The intercept surveys indicate that the experience of Hastings Street, rather than the actual retailers, is
the great appeal of the Street. Despite this, usage by local residents tends to be prudent/selective in
nature (e.g. during sales and outside major holiday periods) due to difficult access in peak times because
of limited parking.
The key outcomes of the intercept surveys conducted by Urbis are outlined below:
ORIGIN OF RESPONDENTS
Usage of Hastings Street is heavily weighted to visitors, who represent 84% of people shopping,
browsing, dining, using services and socialising in this strip.
These visitors include 49% from interstate, 15% from overseas and 20% from intrastate outside the
Sunshine Coast area.
Of the Hastings Street visitors, 12% of users live within the defined trade area including equal proportions
from the primary and secondary sectors. A further 4% live elsewhere on the Sunshine Coast. These
results highlight the tourist oriented nature of visitation to Hastings Street (refer Table 4.5).
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Distribution of Respondents
HASTINGS STREET TABLE 4.5
Hastings
Street
n=339
Primary 6%
Secondary:
Secondary North East 3%
Secondary South East 0%
Secondary South 1%
Secondary North West 1%
Total Secondary 6%
Main Trade Area 12%
Beyond
Sunshine Coast/Hinterland 4%
Visitors:
Elsewhere in Queensland 20%
Interstate 49%
Overseas 15%
Total Visitors 84%
Total Beyond 88%
Total 100%
So urce: Urbis, No o sa Intercept Survey, September 2014
ACTIVITIES UNDERTAKEN
Hastings Street attracts people who are interested in visiting a café, restaurant and getting take away
food or drink, and people shopping or browsing for discretionary items such as fashion. These activities
are undertaken by 40% or more of customers. It is a leisure shopping destination rather than a centre for
mission shopping. Going to the beach and exercising in the area brings a significant number of people
into the Hastings Street retail areas, as does sightseeing (refer Chart 4.14).
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Activities Undertaken, Hastings Street
NOOSA INTERCEPT SURVEYS CHART 4.14
70%
Shopping
58% Food & Beverage
60%
Incidence on Day of Interview
Retail Services
50% Entertainment
43% 42% Working
39% Leisure/Sporting Activities
40%
Professional/Business/Government/Council Services
29% Medical Services
30% Community/Education/Public Order Services
Other
18%
20% 14%
12%
10% 9%
10% 6% 5% 5% 4%
2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
0%
Base: Respondents at Hastings Street; Sample Size = 339
Source: Urbis, Noosa Intercept Survey, September 2014
4.8.2 SUNSHINE BEACH (DUKE STREET)
The Sunshine Beach Visitor Mixed Use Precinct is located on Duke Street in the suburb of Sunshine
Beach, approximately 6 km east of Noosa Civic. The centre is situated within the secondary north east
trade area and provides residents and visitors to Sunshine Beach with local retail facilities.
The Visitor Mixed Use precinct comprises approximately 3,300 sq.m of commercial uses, with retail uses
accounting for 60% of the GLA, and other business and community service uses accounting for around
40%. Given the strong presence of short term accommodation establishments in proximity to this centre,
the majority of retail uses at Sunshine Beach are food and beverage, or food retailing services, mainly
servicing the visitor market. Accordingly, the dominant non-retail uses are real estate services.
Whilst not situated within the Visitor Mixed Use zone, the Sunshine Beach Surf Life Saving Club is one of
the major land uses within Sunshine Beach and comprises around 900 sq.m of GLA. This has been
included in the floorspace survey for Sunshine Beach as it is also a popular dining location.
4.8.3 NOOSA NORTH SHORE
The Noosa North Shore Visitor Centre is located in the secondary north west sector of the Noosa Civic
trade area, approximately 7 km north of the subject site. Desktop analysis demonstrates that the Noosa
North Shore Visitor Centre is in quite a secluded area, with the main uses providing accommodation for
visitors. As such, no business use GLA has been included in the floorspace survey for this report.
4.9 NEIGHBOURHOOD CENTRES
The Noosa Plan identifies a number of neighbourhood centres which are to provide for the immediate
nearby residents and visitors. There are a number of neighbourhood centres including within Noosa
Heads, Noosaville, Tewantin, Sunrise Beach, Peregian Beach, and Cooroibah.
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4.9.1 QUAMBY PLACE (NOOSA HEADS)
Quamby Place is a small neighbourhood centre located off Noosa Parade in the suburb of Noosa Heads,
approximately 3.7 km from Noosa Civic, in the secondary north east sector. It comprises a total of
approximately 3,100 sq.m of operating commercial floorspace; with retail uses covering almost two-thirds
of this area. The main non-retail uses at Quamby Place consists of financial, legal, dental and real estate
services, whilst the retail uses focus on food retailing, food and beverage services and personal services
such as hairdressers and salons. Quamby Place is probably best identified by a couple of major
restaurants that seem to be significant drawcards.
4.9.2 NOOSA BUSHLANDS (NOOSAVILLE)
The Noosa Bushlands Neighbourhood Centre is a small shopping centre located on Swanbourne Way
in the suburb of Noosaville, approximately 1.4 km from Noosa Civic. This neighbourhood centre is
located within the primary trade area and serves a local catchment.
It is anchored by the Noosa Bushlands Convenience Centre which contains around 600 sq.m of retail
floorspace and includes convenience retail tenants such as a bakery, hairdresser and bottle shop. This
centre also includes approximately 300 sq.m of vacant retail GLA as well as a 660 sq.m Good Start Early
Learning Centre, which is located within the centre zoning to the north of the retail centre.
4.9.3 NOOSA OUTLOOK (TEWANTIN)
The Noosa Outlook Shopping Centre is located on St Andrews Drive in the suburb of Tewantin,
approximately 3 km west of Noosa Civic and is located in the primary trade area. This neighbourhood
centre comprises around 1,500 sq.m of retail floorspace, including a 400 sq.m IGA supermarket, a
250 sq.m BWS store, and a small number of other retail service and leisure/general stores. Two non-
retail uses were recorded at this centre being a medical centre and a solicitor’s office.
4.9.4 EARL STREET (TEWANTIN)
There is a small neighbourhood centre on the corner of Earl Street and Hilton Terrace in the suburb of
Tewantin approximately 1.9 km away from Noosa Civic. This neighbourhood centre is situated within the
Noosa Civic primary trade area and accommodates a small selection of local retail and non-retail services
(e.g. take away food shop, locksmith and a veterinary clinic), totalling approximately 1,300 sq.m GLA.
This centre appeared old and run-down and would serve the local workforce, passing motorists and the
specialist needs of local residents.
4.9.5 SUNRISE BEACH (SUNRISE SHOPPING CENTRE)
The Sunrise Beach shops is a small, locally orientated neighbourhood centre located off Grasstree Court,
and accessed via Ben Lexcen Drive. This collection of shops is approximately 6.4 km east of Noosa
Civic and is located in the secondary north east sector of the trade area.
The small convenience centre comprises around 1,000 sq.m GLA and is anchored by a small FoodWorks
store and supporting specialty retail stores such as a butcher, bakery, dentist, hair and beauty salon,
chemist and medical centre. The centre is reflective of a small centre drawing its customers from a
predominately local catchment.
4.9.6 WEYBA ROAD (NOOSAVILLE)
The Noosaville (Weyba Road) Neighbourhood Centre is situated on the corner of Weyba Road and Lake
Weyba Drive in Noosaville. The centre comprises around 3,100 sq.m of floorspace and is anchored by a
1,400 sq.m stand-alone ALDI supermarket. A small cluster of strip shops front Weyba Road and include
retail tenancies such as restaurants, bakeries and cafes.
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4.9.7 PEREGIAN BEACH
Peregian Beach is located approximately 8.5 km south-east of the NSBC, in the secondary south east
trade area. Peregian Beach serves a significant role in providing local convenience shopping, business
8
and community services for the local community.
The land use survey at Peregian Beach included a survey of commercial uses on the land near the
intersection of Woodland Drive and David Low Way which has a Community Services zoning, and the
land uses around the Heron Street, Kingfisher Drive and Grebe Street area zoned Visitor Mixed Use,
Neighbourhood Centre and Open Space Recreation in the Noosa Plan.
The total floorspace at Peregian Beach is approximately 9,200 sq.m of which 35%, or 3,200 sq.m, is for
retail uses and 57%, or 5,200 sq.m, is designated as non-retail uses. The balance of the GLA (800 sq.m)
was vacant as at July 2014.
A large proportion (39%) of the retail floorspace at Peregian is occupied by cafes, restaurants and take
away food service tenancies. Specialised food retailing stores, clothing and footwear stores as well as
furniture stores and homewares stores each account for around 10% of retail space.
A high proportion of the non-retail floorspace at Peregian Beach were medical services and allied health
services which accounted for around 31% (approximately 1,600 sq.m GLA) of non-retail floorspace.
Tenancies within this category include the Peregian Beach Medical Centre which is situated within the
Marquesas Complex on David Low Way.
Another major non-retail use within Peregian is the Peregian Beach Surf Life Saving Club which accounts
for approximately 1,000 sq.m of non-retail GLA.
4.9.8 COOROIBAH
The rural township of Cooroibah is situated approximately 9 km west of Noosa Civic. There is a small
area with Neighbourhood Centre zoning on the corner of Lake Cooroibah Road and Lakeway Drive to the
west of Lake Cooroibah. A desktop analysis using NearMap shows that there is only one building on this
land of approximately 200 sq.m which, given it is not fronting the street, is most likely for residential use.
4.10 VILLAGE CENTRES
A number of smaller, rural based centres play a predominately local role in the centre hierarchy and focus
primarily on providing residents of the local catchments and passing motorists with convenience retail and
ad hoc commercial services. Village centres within the Noosa Shire are located at Pomona, Cooran, Kin
Kin and Boreen Point.
4.10.1 POMONA
Situated within the secondary north west sector, the township of Pomona is situated approximately 20 km
north-west of Noosa Civic. Village Centre zoned land in Pomona is concentrated along strip shop
precincts along Reserve Street, Memorial Avenue and Station Street. In addition to these, industrial and
commercial land uses were concentrated along Factory Street.
In total, there is approximately 8,500 sq.m GLA within Pomona. Around 53%, or 4,400 sq.m is classified
as retail GLA and 39%, or 3,300 sq.m, is non-retail GLA.
8
The Noosa Plan, pages 7-3
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At the time of inspection, there was approximately 700 sq.m of vacant GLA. The food retail requirements
of Pomona residents are partly serviced by a 1,500 sq.m IGA supermarket, whilst a considerable
proportion of the specialty retail shops are cafes, restaurants and takeaway food services, as well as
pharmaceutical and other-store based retailing categories which both accounted for approximately 20%
of the operating retail GLA.
4.10.2 COORAN
The township of Cooran is approximately 24 km north west of Noosa Civic and is situated within the
secondary north west trade area. Retail and commercial activities are focussed along King Street and
provide local residents with basic requirements. In total, there is approximately 1,300 sq.m GLA in the
Village Mix zoned area of Cooran, of which circa 30% comprises retail GLA (including a General Store)
and 70% non-retail GLA.
4.10.3 KIN KIN AND BOREEN POINT
The rural townships of Kin Kin and Boreen Point are approximately 40 km and 23 km north west of Noosa
Civic respectively. A desktop analysis of the built space on the land zoned Village Mix in these townships
was undertaken. There is an estimated 1,400 sq.m of floorspace in the Kin Kin township, including the
Country Life Hotel, Australia Post and a selection of buildings which have the potential to be either
business or retail uses.
There is an estimated 2,700 sq.m of built floorspace on land zoned Village Mix in the Boreen Point
township, however from the desktop analysis it appeared that the majority of the built form in this zone
was detached houses, and not for business uses. Thus no business floorspace has been attributed to
Boreen Point in the floorspace survey.
4.11 OTHER CENTRES
The following centres are situated within the Sunshine Coast Council region and as a result do not adopt
the same centre designation as the Noosa Plan.
4.11.1 SUNSHINE COAST REGION
There are a number of centres that are situated within the Noosa Civic trade area that are located within
the Sunshine Coast Council planning region. These centres include Coolum, Eumundi and Peregian
Springs South.
A review of Sunshine Plaza and the Maroochydore CBA is also outlined in this sub-section. Sunshine
Plaza is the highest order shopping centre in the Sunshine Coast Council area and as a result is an
important consideration, used by Noosa residents and tourists for a range of needs that are not found in
Noosa.
4.11.1.1 COOLUM
There are three centre zonings in Coolum which include the Coolum Beach District Centre, the Coolum
Local Centre (West) and the Coolum Local Centre (South). The role and function of Coolum, as well as
the current land uses and floorspace, are outlined as follows:
COOLUM BEACH DISTRICT CENTRE
The Coolum Beach District Centre is located on the beachfront in the suburb of Coolum Beach,
approximately 13 km south of Noosa Civic, within the secondary south east trade area. There is currently
approximately 9,700 sq.m of operating retail GLA and 9,000 sq.m of operating non-retail commercial GLA
in the District Centre.
The District Centre is anchored by the Coolum Village Shopping Centre which comprises
approximately 3,600 sq.m of retail GLA and is anchored by a 2,400 sq.m Coles supermarket. Supporting
specialty retail shops focus on providing convenience retail services to the local catchment and include a
selection of cafes, restaurants, takeaway food services, hairdressers, a pharmacy, newsagency and a
bottle shop. There is an additional 1,200 non-retail GLA which includes banks and financial institutions as
well as a medical centre and Australia Post.
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There are approximately 70 tenancies operating along David Low Way adjacent to the Coolum Beach foreshore. The majority of these are retail tenants and provide local residents and tourists with a limited range of food and beverage services, food retailing, apparel retailing and hair and beauty services. There is a disparate range of non-retail commercial businesses within the streets surrounding the Coolum Village Shopping Centre and David Low Way. COOLUM LOCAL CENTRE (WEST) The Coolum West Local Centre accommodates the Coolum Park Shopping Village, a supermarket centre located off South Coolum Road in the suburb of Coolum Beach, approximately 14 km from Noosa Civic. The supermarket centre is anchored by a 2,800 sq.m Woolworths supermarket and is supported by a small range of convenience retail and non-retail uses, totalling 770 sq.m GLA. At the time of inspection, there were three vacant retail stores. Immediately to the north of Coolum Park Shopping Village, at the intersection of Coolum South Road and Yandina-Coolum Road is a small collection of retail stores that focus on convenience facilities for residents and passing motorists. Tenancies at this small centre include takeaway food catering tenancies, a hairdresser, a video store, a computer store and a small hardware store. COOLUM LOCAL CENTRE (SOUTH) The Coolum South Local Centre consists of the Mount Coolum Shopping Centre, and the Mount Coolum Day Care Centre. The Mount Coolum Shopping Centre is a small supermarket centre located on the corner of Suncoast Beach Drive and David Low Way. It incorporates approximately 1,400 sq.m of retail GLA, including an IGA supermarket of approximately 600 sq.m. Other retail uses include restaurants, a bakery and a butcher. 4.11.1.2 PEREGIAN SPRINGS LOCAL CENTRE Peregian Springs is located approximately 9.3 km south east of Noosa Civic, within the secondary south trade area. This centre provides residents within the immediate community of Peregian Springs with convenience retail and service facilities. A survey of the Local Centre zoned land was undertaken in Peregian South. This included the Peregian Springs Shopping Centre at the corner of Ridgeview Drive and the Sunshine Motorway, and other Local Centre zoned land along Peregian Springs Drive. The total commercial GLA in these areas of Peregian Springs is approximately 6,000 sq.m. Approximately two thirds of this floorspace comprises retail uses and one third is occupied by non-retail uses. The Local Centre is anchored by the Peregian Springs Shopping Centre which comprises approximately 3,700 sq.m retail GLA and is anchored by a 2,800 sq.m Coles supermarket. The specialty retail floorspace at Peregian Springs focuses on providing convenience retail facilities to residents of the immediate catchment and includes a mix of food catering establishments, a baker, a newsagent, pharmacy and other retail service tenants. The shopping centre also comprises approximately 1,000 sq.m of non-retail commercial GLA and includes a medical centre, allied health professional suites and a vet. 4.11.1.3 EUMUNDI The township of Eumundi is located approximately 12 km south-west of Noosa Civic and is located within the secondary south trade area. This small strip centre provides residents and visitors with basic convenience retail facilities. Moreover, given the popular Eumundi Market and relatively large number of tourists that visit the town to visit the market, Eumundi would also capture a substantial amount of tourist expenditure. The designated centre zoning within Eumundi is concentrated along Memorial Drive. There is approximately 6,300 sq.m of commercial GLA in the township of Eumundi of which approximately 50%, or 3,100 sq.m, is classified as non-retail GLA and approximately 38%, or 2,400 sq.m, is retail GLA. Around 700 sq.m of floorspace was recorded as vacant which accounts for 11% of the total floorspace. The largest non-retail use at Eumundi is the Imperial Hotel, followed by a range of services expected of a small regional town. URBIS NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL CENTRE ROLES AND USAGE PATTERNS 57
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Approximately one third of the retail GLA in the Eumundi Local Centre is cafes, restaurants and/or
takeaway food services. Whilst there is no anchoring supermarket in Eumundi, the Eumundi Markets and
other local fresh food traders provide a range of local fresh food produce for local residents and visitors to
the town. These markets are held twice weekly and are popular with the tourist market.
4.11.2 MAROOCHYDORE PRAC
The Maroochydore PRAC is the designated regional centre for the broader Sunshine Coast region.
Development within this region provides for the widest range and highest order retail, commercial,
residential and community facilities that produces mixed land use outcomes, supports public and active
transport modes, and creates a large number of jobs in a wide array of enterprises. As a result, the
Maroochydore PRAC is a key commercial, administration, retail and social service centre to the region
and is a key employment hub for the Sunshine Coast Regional Council.
The major land uses within the Maroochydore PRAC include the Sunshine Plaza regional shopping
centre which, in total, encompasses around 54,600 sq.m of retail floorspace and comprises a significant
proportion of the total retail floorspace within the PRAC. It is the only regional shopping centre within the
Sunshine Coast Regional Council area and offers the highest order retail facilities. The centre provides
the only department store in the region and the two major alternative DDS brands to Big W (i.e. Target
and Kmart), although its competitive strength is more so underpinned by other factors, including:
a strong representation of national retailers which are generally lacking in other parts of the Sunshine
Coast; and
differentiation from most other centres by virtue of its strong entertainment and food and beverage
offer.
Other retail floorspace is situated in smaller consolidated retail centres such as the Big Top Shopping
Centre as well as strip shops along Aerodrome Road and Plaza Parade which together account for an
additional 36,000 sq.m of retail floorspace. Additionally, there is a further 70,500 sq.m of homemaker
floorspace situated within Maroochydore at centres such as the Maroochydore Homemaker Centre and
the Sunshine Coast Homemaker Centre.
In total there is approximately 167,400 sq.m of retail floorspace (including bulky goods/showroom) located
within the designated Maroochydore PRAC area.
Commercially, the PRAC provides approximately 90,000 sq.m of commercial office space with significant
representation from the professional services and the administrative or Government sector. Commercial
office space within the PRAC comprises approximately 30% of the total floorspace making it the second
largest land use after retail.
4.11.3 NAMBOUR
Nambour is the business and administrative hub of the Sunshine Coast, particularly by Government
services such as Council chambers, library and hospitals. The town serves an important role in providing
a range of goods and services to the residential community in the hinterland and rural parts of the
Sunshine Coast.
The town centre covers an extensive area, however Nambour Plaza is the key destination for retailing in
the town. The centre is based on a Big W discount department store (DDS), Woolworths supermarket
and a range of specialty shops and services, and with a substantial undercover car park. Another key
centre is the recently completed Nambour Mill Village which is anchored by a Coles supermarket.
Retailing in the remainder of Nambour includes smaller independent stores, predominantly along Currie
and Howard Streets, and with only a limited representation of national chains. Lowe Street is focussed
on services, including Australia Post and the major banks.
In total, it is estimated that Nambour includes approximately 50,000 sq.m of retail floorspace.
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4.12 ESTIMATED RETAIL TURNOVER PERFORMANCE
The estimated retail turnover performance of the centres outlined in this section are displayed in Table
4.6 below. Noosa Civic turnover information is actual data for the 2014 financial year provided by QIC,
while the turnover of all other centres has been derived by applying product group specific estimated
trading levels to the provision of retail floorspace, as estimated in Urbis’ Land Use Survey.
The centres presented in the body of the report relate to broader activity centre designations where these
exist, such as the Noosa Junction Business Centre. The estimated turnover, distribution of trade and
market shares outlined in the following tables include all of the key centres that are included within this
centre – that is Noosa Fair, Noosa Junction and Suntop Plaza Shopping Centres – as well as the strip
shops that are within this activity centre.
Estimated Retail Trading Performance, 2014
KEY ACTIVITY CENTRES AND LOCATIONS ($2014, INC GST) TABLE 4.6
Food Non-Food Total
GLA 1 Turnover 2 GLA 1 Turnover 2 GLA 1 Turnover 2
Sq.m $M $psm Sq.m $M $psm Sq.m $M $psm
Noosa Civic 5,106 60.0 11,751 16,061 86.6 5,392 21,167 146.6 6,926
Noosaville 3 14,800 135 9,107 29,200 156 5,359 44,000 291 6,620
Noosa Junction 9,400 99.4 10,572 8,900 52.9 5,945 18,300 152.3 8,322
Hastings Street 6,500 60.1 9,239 6,000 51.1 8,523 12,500 111.2 8,895
Quamby Place (Noosa Heads) 1,700 10.8 6,335 200 1.0 4,800 1,900 11.7 6,173
Tewantin 4 6,600 60 9,087 3,900 22 5,647 10,500 82 7,809
Sunshine Beach (Duke Street) 1,600 13.1 8,179 300 2.2 7,238 1,900 15.3 8,031
Sunrise Shops 500 4.2 8,400 100 0.4 3,975 600 4.6 7,663
Coolum 5 10,300 119 11,557 6,200 37 6,037 16,500 156 9,483
Peregian Beach 2,000 18.0 9,017 1,300 8.2 6,286 3,300 26.2 7,941
Peregian Springs Local Centre 3,500 29.7 8,474 700 4.4 6,272 4,200 34.1 8,107
Cooroy 3,900 44.6 11,432 4,600 19.1 4,142 8,500 63.6 7,487
Pomona 2,800 20.1 7,187 1,700 7.9 4,652 4,500 28.0 6,229
Kin Kin 0 0.0 - 400 1.2 2,925 400 1.2 2,925
Cooran 200 1.4 7,000 200 0.8 4,230 400 2.2 5,615
Eumundi 1,400 11.9 8,489 1,000 6.6 6,606 2,400 18.5 7,705
Maroochydore PRAC 34,300 347.4 10,127 125,600 751.6 5,984 159,900 1,099.0 6,873
Nambour 15,200 121.8 8,016 28,000 111.6 3,987 43,200 233.5 5,405
Total 119,806 1,156 9,650 234,361 1,322 5,639 354,167 2,478 6,996
1. GLA based on Urbis retail definition.
2. Year ending June 2014.
3. Noosaville includes the riverside and Mary Street/Thomas Street Precinct, the Industrial Zoned land, Weyba Road, Noosa Bushlands and undefined.
4. Tewantin includes the Tewantin Town Centre, Marina, Earl Street Neighbourhood Centre and Noosa Outlook.
5. Coolum includes Coolum Beach, Coolum West and Coolum South
Source : QIC ; Urbis
Combined, the total turnover of the listed centres in this retail needs assessment is approximately $2.48
billion, of which $1.16 billion and $1.32 billion is derived from food and non-food retail floorspace
respectively. This turnover represents an average turnover per square metre rate of approximately
$6,991.
Productivity rates for those centres that incorporate a major and/or full line supermarket are higher than
those centres that do not, which highlights the overall strength of the supermarkets within the main trade
area. Similarly, those centres that have a strong food catering offer, such as Hastings Street and
Noosaville, also experience higher productivity rates
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4.13 ESTIMATED DISTRIBUTION OF RETAIL TRADE
The estimated distribution of retail trade of the centres – and resultant market shares - is displayed below
in Table 4.7 (Food) and Table 4.8 (Non-Food). The distribution of trade for Noosa Civic has been based
on the Quantium data provided, adjusted where required to fit the Urbis retail product groups. The
estimated distribution of retail trade for the other centres takes into account a variety of factors as follows:
Quantium market shares provided for specific categories by postcode;
the location of the centre;
the size of the centre; and
the likely catchment area of the centre, using the Urbis intercept survey results as a guide.
Food Turnover: Estimated Distribution and Market Shares
KEY CENTRES/LOCATIONS ($2014 INC. GST) TABLE 4.7
Est. Distribution of Trade of
Est. Food Market Shares
Food Turnover
Centre PTA SNE SSE SS SNW PTA SNE SSE SS SNW
Noosa Civic 39.7% 6.8% 4.4% 10.7% 17.3% 14.5% 4.7% 1.9% 7.9% 8.8%
Noosaville 1 35.0% 15.5% 4.5% 8.0% 17.5% 19.4% 16.3% 3.1% 9.3% 13.5%
Noosaville Industrial 50.0% 12.0% 6.0% 10.0% 10.0% 2.8% 1.3% 0.4% 1.1% 0.8%
Noosa Bushlands (Noosaville) 90.0% 1.0% 1.0% 1.0% 5.0% 1.5% 0.0% 0.0% 0.0% 0.1%
Weyba Road (Noosaville) 60.0% 6.0% 6.0% 4.0% 12.0% 7.4% 1.5% 0.8% 1.0% 2.0%
Noosa Junction 16.5% 39.2% 4.7% 2.8% 4.4% 8.9% 36.9% 3.2% 3.2% 3.5%
Hastings Street (Noosa Heads) 2.0% 6.0% 2.0% 1.0% 2.0% 0.8% 2.0% 0.7% 0.7% 1.0%
Quamby Place (Noosa Heads) 10.0% 28.0% 1.0% 1.2% 2.0% 0.7% 2.0% 0.1% 0.1% 0.2%
Tewantin Town Centre 50.0% 2.0% 1.0% 2.0% 25.0% 14.0% 1.6% 0.5% 1.3% 9.9%
Noosa Outlook (Tewantin) 65.0% - - - 20.0% 2.6% - - - 1.1%
Earl Street (Tewantin) 70.0% - - - 15.0% 0.2% - - - 0.1%
Sunshine Beach (Duke Street) 5.0% 25.0% 5.0% 3.0% 2.0% 0.5% 2.0% 0.3% 0.3% 0.1%
Sunrise Shops 5.0% 85.0% 3.0% 1.0% 1.0% 0.1% 4.1% 0.1% 0.1% 0.0%
Coolum Beach District Centre 1.0% 1.0% 65.0% 10.0% - 0.4% 0.7% 21.5% 6.1% 0.2%
Coolum Local Centre (West) - - 65.0% 15.0% - - - 20.4% 8.0% -
Coolum Local Centre (South) - - 50.0% 5.0% - - - 3.2% 0.6% -
Peregian Beach 5.0% 5.0% 30.0% 20.0% - 0.3% 0.7% 2.2% 2.3% -
Peregian Springs Local Centre 6.0% 2.0% 40.0% 35.0% - 1.0% 0.6% 7.8% 11.5% -
Cooroy 4.4% 0.5% 0.2% 15.0% 54.0% 1.2% 0.3% 0.2% 7.4% 18.3%
Pomona 1.0% 0.1% 0.1% 2.2% 57.0% 0.1% 0.0% 0.0% 0.5% 7.9%
Eumundi 20.0% 1.0% 3.0% 32.0% 25.0% 0.9% 0.2% 0.1% 2.7% 1.3%
Kin Kin 2.0% 2.0% 2.0% 2.0% 60.0% - - - - -
Cooran - - - - 90.0% - - - - 1.1%
Maroochydore PRAC 0.6% 0.3% 2.5% 0.8% 0.5% 1.3% 1.1% 5.9% 3.5% 1.6%
Nambour 0.4% 0.2% 1.0% 2.9% 1.5% 0.4% 0.3% 0.9% 4.1% 1.6%
Total Above Centres/Locations 79.1% 76.3% 73.3% 71.9% 73.1%
Other Retail Alternatives 20.9% 23.7% 26.7% 28.1% 26.9%
Total 100% 100% 100% 100% 100%
1. Noosaville includes the riverside area and Mary Street/Thomas Street precinct.
Source: Urbis
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Non-Food Turnover: Estimated Distribution and Market Shares TABLE 4.8 Centre Noosa Civic Noosaville ' Noosaville Industrial Noosa Bushlands (Noosaville) Weyba Road (Noosaville) Noosa Junction Hastings Street (Noosa Heads) Quamby Place (Noosa Heads) Tewantin Town Centre Noosa Outlook (Tewantin) Earl Street (Tewantin) Sunshine Beach (Duke Street) Sunrise Shopping Centre Coolum Beach District Centre Coolum Local Centre (West) Coolum Local Centre (South) Peregian Beach Peregian Springs Local Centre Cooroy Pomona Eumundi Kin Kin Cooran Maroochydore PRAC Nambour Total Above Centres/Locations Other Retail Alternatives Total URBIS Est. Distribution of Trade of Non- Food Turnover Est. Non-Food Market Shares PTA SNE SSE SS SNW PTA SNE SSE SS _ SNW 29.9% 10.6% 8.5% 9.4% 17.2% 19.6% 12.7% 65% 11.6% 15.4% 14.0% 9.0% 3.5% 4.5% 8.0% 16.2% 17.7% 5.4% 10.4% 14.4% 22.0% 6.0% 5.0% 4.0% 4.0% 10.0% 3.9% 1.3% 3.9% 2.8% 90.0% - 5.0% 0.2% - : - 0.0% 60.0% 6.0% 6.0% 4.0% 12.0% 1.3% 0.3% 0.1% 0.1% 0.4% 13.0% 10.0% 4.5% 4.0% 6.0% 4.7% 10.0% 1.9% 24% 2.6% 21% 28% 15% 1.0% 2.0% 0.9% 2.9% 0.4% 0.2% 0.3% 8.0% 25.0% 1.0% 1.2% 2.0% 0.1% 0.38% 0.0% 0.0% 0.0% 12.0% 3.0% 1.2% 1.0% 10.0% 2.3% 1.0% 0.5% 0.9% 2.7% 60.0% - 18.0% 1.3% - : - 0.5% 70.0% - 15.0% 0.6% - : - 0.2% 2.0% 15.0% 1.0% 3.0% 2.0% 0.0% 0.4% 0.0% 0.1% 0.0% 5.0% 80.0% 3.0% 1.0% 1.0% 0.0% 0.4% 0.0% 0.0% 0.0% 1.0% 1.0% 18.0% 4.0% 1.0% 0.2% 0.8% 7.0% 1.3% 0.2% - 18.0% 25% - - 3.2% 0.9% - 15.0% 2.0% - - 0.3% 0.1% 2.5% 3.0% 5.0% 3.5% - 0.3% 0.38% 1.2% 0.9% 8.0% 2.0% 10.0% 15.0% - 0.3% 0.1% 1.2% 1.4% 4.0% 1.0% 2.0% 7.0% 24.0% 0.6% 0.8% 0.2% 27% 6.3% 0.1% 0.1% 0.1% 1.0% 15.0% 0.0% 0.0% 0.0% 0.1% 2.5% 5.0% 0.7% 2.5% 14.0% 5.0% 0.4% 0.1% 0.2% 1.1% 0.4% 2.0% 2.0% 2.0% 2.0% 60.0% 0.0% 0.0% 0.0% 0.0% 0.7% - - 90.0% - - 0.8% 1.5% 0.6% 3.3% 1.5% 1.2% 8.1% 7.0% 27.0% 16.5% 9.9% 0.8% 0.2% 1.2% 18% 1.2% 0.5% 0.2% 11% 3.3% 1.2% 67.6% 58.1% 57.4% 58.0% 61.5% 32.4% 41.9% 42.6% 42.0% 38.5% 100% 100% 100% 100% 100% NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL CENTRE ROLES AND USAGE PATTERNS 6 1
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4.14 APPROVED AND PROPOSED DEVELOPMENTS
This sub-section reviews the most relevant approved and proposed retail developments within the trade
area and in other areas of significance to Noosa residents and tourists.
The Sunshine Plaza expansion is proposed to incorporate a David Jones store of 14,000 sq.m and
additional mini-major and specialty shop floorspace, including a new food court. The project had been
stalled for some time but was approved by Council in March 2013. At a cost of at least $350 million,
the expansion will further confirm Sunshine Plaza’s primacy in the region. While the expected
completion date was originally the first half of 2015, we note that construction has not yet begun and
the project has been deferred. Consequently we have assumed that the project will be completed
post 2018. As a result, this approved development has not been taken into account in considering the
impacts of the Noosa Civic expansion.
The application for a Masters Home Improvement complex (the Masters complex) at Hoffman
Drive, Noosaville has been approved by the Planning & Environment Court of Queensland. The
Masters complex is to be developed in two stages. Stage 1 will comprise of the development of a
9,822 sq.m Masters Home Improvement Centre (the Masters Centre), which includes an outdoor
garden centre component; and stage 2 will comprise 1,737 sq.m of separate showroom space. The
complex is anticipated to be completed in July 2016. The Masters complex will compete with the
Noosaville Bunnings store and other bulky goods retailers in the Noosa Industrial Estate and
throughout Noosa. It will be of only limited relevance to the proposed Noosa Civic expansion.
An application for the development of the Peregian Village Market at 215a – 219 David Low Way,
Peregian Beach was approved in May 2014. The development permit is for the construction of a
single storey commercial building with 950 sq.m supermarket floorspace, 5 speciality stores totalling
393 sq.m of retail floorspace and a restaurant with an outdoor dining area. The development is
anticipated to be completed in October 2015. This new development will serve some of the top up
needs of the local Peregian Beach catchment, as well as local tourists, in an area which currently has
a very low provision of food retailing floorspace. Consequently, due to its limited scale and local
orientation, it will not affect the analysis of need for proposed Noosa Civic expansion, and Noosa
Civic would not affect the scope for the Peregian development
An application to extend the Noosa Fair Coles supermarket by 590 sq.m was approved in
December 2013. The extension is anticipated to be completed in February 2016. This extension will
do little to correct the anticipated future shortage of supermarket floorspace in the trade area, as
discussed further in sub-section 7.2 of this report, but it will provide a slightly improved range for
Noosa Junction shoppers.
An application for a mixed use development, including a tavern and liquor barn, to be built at 99
Noosa Drive, 3 & 29 Lanyana Way, Noosa Heads was refused by council in February 2014. The
application included converting the existing building on the site into a tavern including a public bar,
bistro, kitchen, gaming lounge, function room, outdoor beer garden, children’s play area and a liquor
barn including a retail sales area.
The impact analysis in this report does not include these approved developments. In the analysis which
follows we are seeking to isolate the impacts resulting from the proposed Noosa Civic development,
rather than calculating cumulative impacts. In any event, given the nature, location and scale of the
approved developments, it is unlikely that the impacts resulting from the Noosa Civic expansion will be
significantly different from the calculated impacts outlined later in section 8.
4.15 SUMMARY
This section has provided an overview of the retail structure and competing centres in the Noosa Civic
trade area, and includes a review of the role and function of each centre.
In summary:
It is estimated that there is approximately 151,200 sq.m of retail and 97,000 sq.m of other business
and community service floorspace within the Noosa Civic trade area. At the time of the land use
survey there was 19,700 sq.m of vacant floorspace.
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Urbis intercept surveys were conducted in late September and profile the usage of each of the major
precincts within Noosa – Noosa Junction, Noosaville, Tewantin and Hastings Street. Results of these
surveys demonstrate that these areas are multipurpose destinations where almost 30 different
activities are undertaken with an average of 2.4 tasks per customer per visit. As a result, it can be
concluded that each of the four precincts that were assessed perform a different role and function,
based on the range of activities undertaken by their customers.
Turnover performance for all listed centres outline that those centres that comprise supermarkets and
a strong food catering offer are generally performing better than those centres that do not. This
reflects the current strength of the current supermarket offer within the main trade area.
The most noteworthy approved development is the expansion of Sunshine Plaza in Maroochydore
which is expected to include a David Jones department store and additional mini-major and specialty
retail floorspace. There are a small number of other approved developments within the Noosa Civic
trade area, however these are relatively minor and in some cases neighbourhood orientated. Given
the nature, location and scale of these developments, it is unlikely that the impact of the Noosa Civic
expansion will be significantly different from the calculated impacts outlined later in section 8.
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5 Noosa Civic Market Analysis
This section considers the population outlook for the state of Queensland and the Sunshine Coast
Region, including Noosa. The implications of state and regional population and economic drivers on the
level of population and retail spending growth with the Noosa Civic trade area is then reviewed.
5.1 STATE AND REGIONAL POPULATION ANALYSIS
This subsection analyses the historical and forecast population for Queensland, South East Queensland
and the Sunshine Coast and Noosa local government areas.
For the purposes of this analysis the Sunshine Coast and Noosa LGAs combined are hereafter referred
to as the Sunshine Coast Region.
5.1.1 HISTORICAL REGIONAL POPULATION
QUEENSLAND
Between 2001 and 2013, Queensland’s population grew at an average rate of 2.2% per annum, a net
increase of over 90,000 people per year. This rate of growth has been markedly higher than the rate of
growth in Australia (1.5%), as shown below in Table 5.1. Queensland accounted for 37.1% of Australia’s
total population growth between 2001 and 2006, and then dropped to 24.1% between 2006 and 2013.
Chart 5.1 illustrates Queensland's historical population growth, broken down by the components of
growth, namely overseas migration, natural increase and interstate migration. As shown, Queensland
has been reliant on overseas migration as the key contributor to population growth since 2005. Similar to
the national trend, population growth rates in Queensland declined throughout 2009 and 2010 following a
peak in late 2008. These rates rebounded in 2011 and 2012. Net interstate migration has also recently
increased following a period of decline, but is significantly below the levels seen in the early-to-mid 2000s.
Queensland Moving Annual Population Growth
COMPONENTS OF GROWTH 2001 TO 2013 CHART 5.1
140
Change Over Previous Period Natural Increase Overseas Migration Interstate Migration
120
Population Growth ('000)
100
80
60
40
20
0
Dec-2001 Dec-2003 Dec-2005 Dec-2007 Dec-2009 Dec-2011 Dec-2013
Source: ABS Cat 3101; Urbis
SOUTH EAST QUEENSLAND
Between 2001 and 2013, the population in South East Queensland grew at an average rate of 2.5% per
annum, a net increase of almost 66,500 people per year. This rate of growth was higher than the rate of
growth in the state of Queensland overall. South East Queensland accounted for 73.6% of Queensland’s
total population growth between 2001 and 2013.
South East Queensland has been one of Australia's population hotspots for several decades with the
Sunshine Coast Region one of the fastest growing areas in the country.
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The Sunshine Coast Region had an estimated residential population of around 330,500 in June 2013
(refer Table 5.1). Between 2001 and 2006, the population in the Sunshine Coast Region grew at an
average rate of 3.3% per annum before decreasing to a rate of 2.2% per annum between 2006 and 2013.
This can be compared with the Australian average annual growth rates of 1.2% and 1.8% across the two
timeframes respectively.
State and Regional Historic Population Analysis
SUNSHINE COAST REGION, SEQ AND QUEENSLAND TABLE 5.1
Estimated Resident Population 1
Population 2001 2006 2011 2013
Australia 19,274,700 20,451,000 22,340,000 23,133,700
Queensland 3,571,500 4,008,000 4,476,800 4,655,000
2
South East Qld 2,341,200 2,671,400 3,012,300 3,139,000
4
Sunshine Coast & Noosa 242,400 284,700 318,300 330,500
Average Annual Change (No.) 2001-06 2006-11 2011-13
Australia 235,260 377,800 396,850
Queensland 87,300 93,760 89,100
South East Qld 66,040 68,180 63,350
Sunshine Coast & Noosa 8,460 6,720 6,100
Average Annual Change (%) 2001-06 2006-11 2011-13
Australia 1.2% 1.8% 1.8%
Queensland 2.3% 2.2% 2.0%
South East Qld 2.7% 2.4% 2.1%
Sunshine Coast & Noosa 3.27% 2.3% 1.9%
Queensland as a Proportion of Australia
Population (no.) 18.5% 19.6% 20.0% 20.1%
Growth (no.) 37.1% 24.8% 22.5%
South East Qld as a Proportion of Queensland
Population (no.) 65.6% 66.7% 67.3% 67.4%
Growth (no.) 75.6% 72.7% 71.1%
Sunshine Coast and Noosa as Proportion of South East Qld
Population (no.) 10.4% 10.7% 10.6% 10.5%
Growth (no.) 12.8% 9.9% 9.6%
1. as at June
2. South East Queensland includes the Local Government Areas of Brisbane, Gold Coast, Ipswich, Lockyer Valley, Logan, Moreton Bay, Redland,
Scenic Rim, Somerset and Sunshine Coast (including Noosa Shire).
Source : ABS, Regional Population Growth, Australia, Electronic Delivery (3218.0.55.001) ;
ABS, Australian Demographic Statistics (3101.0) ; ABS, Population Projections, Australia, 2012 (base) to 2101 (3222.0) Series B
Demography and Planning, Office of Economic and Statistical Research, Queensland Treasury, local government area projections
(medium series) 2011 to 2036 ; Urbis
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5.1.2 FORECAST REGIONAL POPULATION GROWTH
In the medium term, Queensland’s population growth is expected to remain strong at an average rate of
2.0% per annum through to 2021, before slowing slightly, in percentage terms, by around 2026. By way
of contrast, these medium-to-longer term forecasts will remain above the level of population growth
forecast for Australia as a whole. South East Queensland is anticipated to grow at a faster rate than
Queensland as a whole, with an average annual growth rate of 2.2% expected through to 2021 and 1.7%
per annum from 2026 to 2031.
Based on medium series population forecasts prepared by the Queensland Government Office of
Economic and Statistical Research (OESR) (formally the Planning Information and Forecasting Unit, or
PIFU), it is estimated that the Sunshine Coast Region’s population growth will continue to remain strong,
growing at 2.3% per annum between 2013 and 2016. Over the medium to longer term, it is predicted that
population growth will remain solid before beginning to slow, in percentage terms, around 2026.
Although the rate of growth on the Sunshine Coast has slowed over the past eight years or so, as
economic circumstances and inter-regional migration flows have changed, the above forecasts represent
strong growth prospects for the region, and this strong population growth will drive continued strong
growth in the retail market.
Leaving aside growth in retail floorspace requirements driven by ‘real’ growth in spending (i.e. growth due
to increasing economic efficiency and wealth, but not inflation), these population forecasts suggest at the
high level a minimum need for an additional 319,600 sq.m of retail floorspace across the Sunshine Coast
Region between 2013 and 2031 (at 2.2 sq.m per capita) to serve the local market alone.
Further floorspace would also be required to serve the broader region and the tourist/visitor market, in
addition to the additional demand for retail floorspace generated by ‘real’ growth and current
inadequacies. The above estimate is therefore clearly a minimum and would be inadequate, if the
forecast level of population growth transpires. In the following sub-sections of the report, we consider
future floorspace demand taking into account other components of growth and the geographic area of
most relevance to the subject development proposal.
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State and Regional Population Projections
SUNSHINE COAST, SOUTH EAST QUEENSLAND AND QUEENSLAND TABLE 5.2
1
Forecast Population
Population 2016 2021 2026 2031
Australia 24,352,900 26,444,700 28,497,800 30,492,600
Queensland 4,936,100 5,433,200 5,927,800 6,415,300
2
South East Qld 3,357,900 3,722,900 4,084,400 4,440,300
Sunshine Coast & Noosa 353,400 394,300 435,000 475,800
Average Annual Change (No.) 2013-16 2016-21 2021-26 2026-31
Australia 406,400 418,400 410,600 399,000
Queensland 93,700 99,420 98,920 97,500
South East Qld 72,967 73,000 72,300 71,180
Sunshine Coast & Noosa 7,633 8,180 8,140 8,160
Average Annual Change (%) 2013-16 2016-21 2021-26 2026-31
Australia 1.7% 1.7% 1.5% 1.4%
Queensland 2.0% 1.9% 1.8% 1.6%
South East Qld 2.3% 2.1% 1.9% 1.7%
Sunshine Coast & Noosa 2.3% 2.2% 2.0% 1.8%
Queensland as a Proportion of Australia
Population (no.) 20.3% 20.5% 20.8% 21.0%
Growth (no.) 23.1% 23.8% 24.1% 24.4%
South East Qld as a Proportion of Queensland
Population (no.) 68.0% 68.5% 68.9% 69.2%
Growth (no.) 77.9% 73.4% 73.1% 73.0%
Sunshine Coast and Noosa as Proportion of South East Qld
Population (no.) 10.5% 10.6% 10.7% 10.7%
Growth (no.) 10.5% 11.2% 11.3% 11.5%
1. As at June. Forecasts have been rebased to the 2013 December Estimated Resident Population.
2. South East Queensland includes the Local Government Areas of Brisbane, Gold Coast, Ipswich, Lockyer Valley, Logan, Moreton Bay, Redland,
Scenic Rim, Somerset and Sunshine Coast (including Noosa Shire).
Source : ABS, Regional Population Growth, Australia, Electronic Delivery (3218.0.55.001) ;
ABS, Australian Demographic Statistics (3101.0) ; ABS, Population Projections, Australia, 2012 (base) to 2101 (3222.0) Series B
Demography and Planning, Office of Economic and Statistical Research, Queensland Treasury, local government area projections
(medium series) 2011 to 2036 ; Urbis
5.2 TRADE AREA POPULATION
The rate and extent of future population growth in the trade area will have a bearing on the future
potential for the subject development proposal, as well as for the market opportunities available to centres
in the Noosa area generally.
Historical and forecast population trends have been prepared based on a range of sources relating to
demographics and land development activity, as follows:
ABS Estimated Resident Population (ERP) in 2013 for SA1 geographies, which provides an accurate
measure of the trade area population at the small area level.
The ABS New Dwelling Approval (NDA) data up to December 2013.
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Demography and Planning, Office of Economic and Statistical Research, Queensland Treasury and
Trade, medium series population projections for SA2s, prepared in 2014.
The latest Broadhectare Study for South East Queensland prepared by OESR in 2013.
Research on major residential developments currently underway or proposed within the trade area.
5.2.1 HISTORIC GROWTH
Over the six years to 2013, the population within the Noosa Civic main trade area has experienced
growth of approximately 8,635 people or 1.9% per annum (refer Table 5.1), reaching a total of 79,680
residents in 2013.
In absolute terms, this was predominately driven by population growth within the secondary south east
and south sectors, each sector increasing by around 430 people per annum. In percentage terms, the
secondary south sector grew at an average of 4.5% per annum, albeit off a lower base than the other
sectors.
5.2.2 LAND RELEASE PATTERNS
The location of major residential development activity over the past 7-8 years is shown in Maps 5.1 and
5.2. As previously mentioned, in recent years the majority of the trade area’s population growth has
occurred in the secondary south east and secondary south sectors, as a result of major residential
development in areas such as Peregian Springs.
The location of future major residential estates, as captured in the Broadhectare Study of South East
Queensland 2013 is shown in Maps 5.3 and 5.4. This study indicates the areas which are suitable and
potentially available for greenfield residential development. As the maps show, there is only a limited
amount of broadhectare residential land designated within the trade area. Growth is therefore expected to
arise from infill development and increasing densities.
According to the study, short term residential development is expected to occur in the southern extent of
the secondary south trade area where Emu Creek Road meets the Sunshine Motorway in Peregian
Springs. Other smaller short term developments are scattered throughout the trade area, with the larger
residential greenfield designations occurring in the primary sector and the secondary north sector around
Cooroy.
Large residential based land that does not have a specific time frame for development is expected to
occur in areas to the west of the Noosa township, especially around the townships of Doonan, Eumundi,
Lake McDonald, Cooroibah and Pinbarren.
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DWELLING APPROVALS, MAIN TRADE AREA MAP 5.1 URBIS NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL NOOSA CIVIC MARKET ANALYSIS 69
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DWELLING APPROVALS, PRIMARY TRADE AREA FOCUS MAP 5.2
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LAND RELEASE PATTERNS, MAIN TRADE AREA MAP 5.3 URBIS NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL NOOSA CIVIC MARKET ANALYSIS 71
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LAND RELEASE PATTERNS, PRIMARY TRADE AREA FOCUS MAP 5.4
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5.2.3 POPULATION FORECASTS Going forward, it is expected that the population within the Noosa Civic trade area will be driven by short term broadhectare land releases in the secondary south east and secondary south sectors, but also ongoing infill and higher density developments. By 2021, it is expected that population growth within the main trade area would reach almost 90,000 people representing a growth rate of approximately 1.5% from the estimated resident population in 2013. This is expected to continue to be driven by growth in the secondary south east and secondary south sectors which contain the broadhectare land to be developed in the short term. These sectors are expected to increase, on average, by approximately 1.8% and 3.4% per annum respectively during this time period. As outlined in the previous section there is only small amount of long term broadhectare land designated within the trade area. This, together with broader trends and changes to the region’s economic drivers, has been reflected in a decrease in the level of population growth post 2021 with the primary, north east, south east and north west sectors all experiencing population growth less than 1% per annum. The secondary south sector is expected to witness average growth of 1.7% per annum. In total the main trade area is forecast to increase by around 10,000 people between 2013-2021, and by a further 6,000 people between 2021-31. The additional population growth within the Noosa Civic trade area is expected to drive additional demand for the benefit of local businesses and retail facilities within the Noosa area, although population growth will not be the main consideration relating to future needs. URBIS NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL NOOSA CIVIC MARKET ANALYSIS 73
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Population Forecasts, 2007-2031
NOOSA CIVIC TRADE AREA TABLE 5.3
1 2
Actual Forecast
2007 2013 2016 2021 2026 2031
Primary 20,650 22,090 22,830 23,660 23,920 24,340
Secondary:
North East 10,600 11,050 11,230 11,480 11,570 11,670
South East 16,130 18,710 19,890 21,500 21,920 22,350
South 8,510 11,100 12,420 15,010 16,310 17,680
North West 15,160 16,730 17,290 18,270 18,740 19,510
Total Secondary 50,400 57,590 60,830 66,250 68,540 71,210
Main Trade Area 71,050 79,680 83,660 89,910 92,450 95,550
Annual Population Growth (no.)
2007-13 2013-16 2016-21 2021-26 2026-31
Primary 240 247 166 52 84
Secondary:
North East 75 60 50 18 20
South East 430 393 322 84 86
South 432 440 518 260 274
North West 262 187 196 94 154
Total Secondary 1,198 1,080 1,084 458 534
Main Trade Area 1,438 1,327 1,250 508 620
Annual Population Growth (%)
2007-13 2013-16 2016-21 2021-26 2026-31
Primary: 1.1% 1.1% 0.7% 0.2% 0.3%
Secondary:
North East 0.7% 0.5% 0.4% 0.2% 0.2%
South East 2.5% 2.1% 1.6% 0.4% 0.4%
South 4.5% 3.8% 3.9% 1.7% 1.6%
North West 1.7% 1.1% 1.1% 0.5% 0.8%
Total Secondary 2.2% 1.8% 1.7% 0.7% 0.8%
Main Trade Area 1.9% 1.6% 1.5% 0.6% 0.7%
1. As at June, ERP for 2007 and 2013 based on SA1 boundaries
2. Forecast Queensland Population based on ABS population projections (3222.0), Series B
Source : ABS, Regional Population Growth, Australia, Electronic Delivery (3218.0.55.001) ;
ABS, Australian Demographic Statistics (3101.0) ;
ABS, Population Projections, Australia, 2012 (base) to 2101 (3222.0) Series B
Demography and Planning, Office of Economic and Statistical Research, Queensland Treasury,
local government area projections (medium series) 2011 to 2036 ; Urbis
The proportion of the Sunshine Coast Region which has been attributed to the main trade area in the past
and also the future is displayed below in Table 5.4. In the period 2001 to 2011, the main trade area
accounted for 24%-25% of the total population in the Sunshine Coast Region, equating to around 21%-
22% of total growth.
Going forward, growth in the Sunshine Coast Region is expected to be focussed in areas such as
Caloundra South, Kawana and Sippy Downs. Based on our forecasts, by the 2021- 2031 period, the
main trade area is only anticipated to account for, on average, 6.9% of the total population growth
forecast for the Sunshine Coast Region (refer Table 5.4).
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Main Trade Area as a Proportion of Sunshine Coast & Noosa
2001 – 2031 TABLE 5.4
2001 2006 2011 2016 2021 2026 2031
Population (no.) 25.0% 24.4% 24.2% 23.7% 22.8% 21.3% 20.1%
Growth (no.) 21.2% 22.2% 17.4% 15.3% 6.2% 7.6%
Source: Urbis
5.3 DEMOGRAPHIC PROFILE
The following section provides an overview of the key socio-economic characteristics of each trade area
sector. These statistics have been sourced from the Australian Bureau of Statistics 2011 Census of
Population and Housing and are benchmarked against the Queensland average. The key socio-economic
characteristics of the trade area population are detailed in Table 5.5 and are summarised as follows:
PRIMARY TRADE AREA
The primary trade area has the oldest average age profile of the trade area sectors, and very low labour
force participation due to the number of residents over retirement age. Household sizes are small, with
many households comprised of couples with no children, or lone persons.
Although incomes appear lower than average, there is a large number of residents who own their homes
outright; and therefore have a higher level of disposable income.
SECONDARY NORTH EAST SECTOR
The secondary north east sector is among the most affluent in the trade area with average annual
household incomes and per capita incomes at $72,841 and $41,431 respectively.
It is also characterised by a high proportion of couple only households, with high levels of home
ownership and households renting.
In terms of the employment characteristics, there are a high proportion of residents in the secondary north
east sector who are employed within white collar positions.
Ethnicity is high in this sector with approximately 26% of trade area residents born overseas, the highest
proportion across the main trade area sectors.
SECONDARY SOUTH EAST SECTOR
The secondary south east sector generally comprises a younger demographic and has the second
lowest average age in the main trade area.
Relative to the other sectors, the secondary south east sector comprises a high proportion of family
households who are currently within rental agreements or are in the process of purchasing their home–
home ownership is the lowest across the main trade area sectors. At 66%, this sector has the highest
labour force participation rates, and occupations are evenly spread across core white collar, other white
collar and blue collar employment positions.
This sector represents young families in the early stages of the family lifecycle and are relatively price
sensitive.
SECONDARY SOUTH SECTOR
The secondary south sector is the most affluent in the trade area with average annual household
incomes and per capita incomes at $75,257 and $40,221 respectively.
This sector is also characterised by a young family market with a high proportion of young children aged
between 0 and 15 years and young to middle aged adults aged between 20 and 49 years. Accordingly,
household sizes are larger and there are a higher proportion of family households, particularly families
with children less than 15 years of age. The majority of these households are currently in the process of
purchasing their home, while there is also a significant proportion that own their own home.
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Labour force participation is relatively high compared to other sectors and employment is focussed within
the occupations of managers and professionals. Car ownership is the highest across the trade area
sectors with around 68% of households comprising two more vehicles.
SECONDARY NORTH WEST SECTOR
The secondary north west sector comprises a high proportion of people aged 50 years and over
residing within couple only households. Incomes are the lowest across the main trade area sectors and
are approximately 22% lower than the Queensland average.
This sector has the highest proportion of home ownership, while residents that are in the process of
purchasing their home is also significantly greater than the other sectors in the trade area.
The older age structure results in lower labour force participation rates and those currently working are
relatively evenly spread across managers and professionals, other white collar and blue collar
occupations. Car ownership is high, with 62% of households owning two or more vehicles.
MAIN TRADE AREA
Overall, the main trade area houses a high proportion of older aged, lower income, couple only
households.
Although the average annual household and per capita income levels are relatively low in comparison to
the Queensland average, the main trade area demonstrates a greater incidence of home ownership and
therefore has a higher level of disposable income than is generally the case.
Given the older age profile and strong retiree market, the labour force participation rate is significantly
less than the Queensland average. Of the trade area residents who are employed, the majority are
employed within other white collar positions (such as sales workers and administration industries).
Mobility in the trade area is similar to the Queensland average with approximately 57% of households
owning greater than two vehicles.
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Trade Area Demographics NOOSA CIVIC TRADE AREA, 2011 TABLE 5.5 Secondary Main Trade Primary NorthEast SouthEast South NorthWest Total Area QLD Ave. Household Income $Nil 2% 2% 1% 2% 2% 2% 2% 1% $1-$20,800 15% 12% 12% 10% 14% 12% 13% 11% $20,800-$52,000 38% 34% 33% 32% 37% 35% 36% 29% $52,000-$78,000 18% 18% 19% 19% 19% 19% 19% 17% $78,000 - $130,000 18% 18% 22% 22% 19% 20% 20% 23% $130,000-$208,000 9% 13% 11% 14% 8% 11% 10% 15% $208,000 plus 2% 3% 2% 2% 1% 2% 2% 3% Average Household Income $63,563 $72,841 $70,942 $75,257 $62,956 $69,736 $67,924 $80,680 Var'n from Total Queensland Avg. -21% -10% -12% -7% -22% -14% -16% 0% Average Household Size 2.3 2.3 2.4 2.7 25 2.5 2.4 26 Per Capita Income (Persons aged 15 - 64) (%) $Neg/Nil 9% 9% 8% 10% 10% 9% 9% 9% $1 - $20,800 28% 25% 26% 27% 30% 27% 27% 24% $20,800 - $41,600 30% 28% 28% 27% 29% 28% 28% 25% $41,600 - $78,000 23% 25% 26% 25% 22% 24% 24% 27% $78,000 + 10% 14% 12% 12% 9% 12% 11% 15% Avg. Per Cap. Income (aged 15-64) $38,256 $43,907 $41,431 $40,221 $35,529 $39,963 $39,508 $44,354 Var'n from Total Queensland Avg. -14% -1% -7% -9% -20% -10% -11% 0% Age Distribution Aged 0-14 17% 17% 21% 24% 19% 20% 19% 20% Aged 15-19 6% 6% 6% 6% 6% 6% 6% 7% Aged 20-34 11% 14% 16% 10% 11% 13% 12% 20% Aged 35-49 20% 22% 25% 25% 22% 23% 22% 21% Aged 50-64 23% 24% 19% 21% 26% 22% 22% 18% Aged 65-79 17% 14% 10% 11% 14% 12% 13% 10% Aged 80+ 6% 4% 4% 2% 3% 3% 4% 3% Average Age 441 41.9 38.4 38.1 41.7 40.0 41.2 37.1 Dependency Ratio! 41% 34% 35% 38% 36% 35% 37% 33% 5% or 5%pts low er than the Qld b'mark 5% or 5%pts higher than the Qld b'mark URBIS. - 7 NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL NOOSA CIVIC MARKET ANALYSIS 77
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Trade Area Demographics (Cont.)
NOOSA CIVIC TRADE AREA, 2011 TABLE 5.5
Main
Secondary Trade
Prim ary North East South East South North West Total Area QLD Ave.
Household Com position (%)
Couples w ith no children 35% 33% 29% 34% 36% 33% 33% 29%
Family w ith children <15 23% 24% 30% 35% 27% 29% 27% 29%
Family w ith children >15 12% 11% 12% 12% 13% 12% 12% 14%
Total Family (with children) 35% 35% 42% 47% 40% 41% 39% 43%
Group Household 4% 6% 5% 3% 3% 4% 4% 5%
Lone Person 26% 25% 24% 15% 21% 22% 23% 23%
Other 1% 1% 1% 0% 1% 1% 1% 1%
Housing Tenure 1
Ow ner 38% 34% 28% 35% 39% 34% 35% 30%
Purchaser 30% 29% 34% 39% 40% 36% 34% 35%
Renter 30% 37% 37% 26% 20% 30% 30% 34%
Housing Costs
Loan Mortgage Repayments (monthly $) $2,096 $2,131 $2,031 $2,055 $1,828 $1,985 $2,013 $2,005
% Households in Mortgage Stress 2 3% 5% 3% 7% 6% 5% 4% 2%
Rent Payments (w eekly $) $340 $377 $338 $367 $279 $340 $340 $305
% Households in Rental Stress 2 12.3% 13.1% 12.5% 7.5% 6.1% 9.9% 10.6% 8.2%
% Households in Housing Stress 16% 18% 15% 15% 12% 15% 15% 11%
Car Ow nership
% 0 Cars 7% 5% 4% 2% 4% 4% 5% 7%
% 1 Car 42% 43% 40% 30% 34% 37% 38% 36%
% 2 Cars + 51% 52% 56% 68% 62% 59% 57% 56%
Labour Force
Labour Force Participation 56% 64% 66% 64% 59% 63% 61% 67%
% Unemployed 7% 8% 7% 6% 8% 7% 7% 6%
% Managers and Professionals 30% 37% 34% 37% 29% 34% 33% 32%
% Other White Collar 37% 38% 35% 32% 35% 35% 36% 35%
% Blue Collar Occupations 33% 24% 31% 31% 36% 31% 31% 33%
Birthplace
Australian Born 75% 74% 81% 77% 81% 79% 78% 78%
Overseas Born 25% 26% 19% 23% 19% 21% 22% 22%
• Asia 2% 2% 1% 1% 1% 1% 1% 4%
• Europe 14% 12% 9% 13% 11% 11% 12% 7%
• Other 10% 12% 9% 9% 7% 9% 9% 10%
1. 'Other' Tenure Types have no t been included.
2. The A ffo rdable Ho using Taskfo rce (established by the A CT Go vernment) has defined peo ple as having difficulty in accessing affo rdable ho using
if they are in the lo west two quintiles (lo west 40%) o f inco me distributio n and pay 30% o r mo re o f their gro ss ho useho ld inco me
in ho using co sts. This gro up is referred to as being in ho using stress. 5% or 5%pts low er than the Qld b'mark
So urce : A B S; Urbis 5% or 5%pts higher than the Qld b'mark
5.3.1 AGE GROUP FORECASTS
In terms of demographic change, a significant issue for Australia is the ageing population that is expected
to occur over the next couple of decades. As expected, the age profile of the Noosa Civic trade area is
expected to undergo a significant change.
The Office of Economic and Statistical Research have published age group forecasts at 5 year age
intervals for the SA2s situated within Queensland. These forecasts outline that by 2031 the proportion of
residents aged 65 and over is expected to have increased from 17.7% in 2011 to 26.7% in the SA2 areas
most relevant to the trade area. This represents an increase of around 9 percentage points from the 2011
base (refer Chart 5.2).
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Change in the Number of Residents by Age Group, 2011 - 2031
1
SA2 AREAS EXCLUSIVELY WITHIN THE NOOSA CIVIC TRADE AREA CHART 5.2
100%
90% 17.7%
Proportion of Population
22.4% 26.7%
80%
70%
60% 37.6% 34.1%
32.5%
50%
40%
19.9% 19.9% 18.3%
30%
20%
10% 24.8% 23.6% 22.6%
0%
2011 2021 2031
0-19 20-39 40-64 65+
1. Noosa Hinterland, Noosa Heads, Noosaville, Peregian, Sunshine Beach and Tewantin.
Source : Demography and Planning, Office of Economic and Statistical Research, Queensland Treasury, Projected population (medium series),
by five-year age group, persons, by statistical area level 2 (SA2), SA3 and SA4, Queensland, 2011 to 2036 ; Urbis
A breakdown of the age groups by absolute numbers in 2011, as well as forecasts for 2021 and 2031 is
outlined in Chart 5.3. While all age groups are expected to increase in absolute terms by 2021, using
2011 as a base, the 65+ age group is expected to account for 46% of net growth. For the ten year period
between 2021 and 2031, it is forecast that the total number of residents aged less than 65 years in the
selected SA2 areas will actually decrease, while the number of residents aged 65 and over in the area will
increase by approximately 5,000 people.
This clearly has implications for future retail and related needs in the area, with customer convenience
being an even higher priority than it is today.
Change in the Proportion of Population by Age Group, 2011 - 2031
1
SA2 AREAS EXCLUSIVELY WITHIN THE NOOSA CIVIC TRADE AREA CHART 5.3
35,000
2011 2021 2031
No. of Residents
30,000
29,400
25,000 27,200 29,500
24,300
20,000
20,500 19,300
15,000 17,900 17,200
20,300 14,300 16,600
12,800
10,000
5,000
-
0-19 20-39 40-64 65+
1. Noosa Hinterland, Noosa Heads, Noosaville, Peregian, Sunshine Beach and Tewantin.
Source : Demography and Planning, Office of Economic and Statistical Research, Queensland Treasury, Projected population (medium series),
by five-year age group, persons, by statistical area level 2 (SA2), SA3 and SA4, Queensland, 2011 to 2036 ; Urbis
The expected stagnation of growth in the number of people aged between 20 and 64 also has
implications for the type of local employment opportunities needed.
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5.4 RETAIL SPENDING
Retail expenditure levels are determined by population levels and growth, and the value of retail
expenditure per head of population, the latter of which grows in ‘real’ terms over time as a result of
general economic growth and the overall wealth effects. The following section provides an overview of the
current and future retail expenditure by Noosa Civic trade area residents.
5.4.1 METHODOLOGY AND DEFINITIONS
Per capita retail spending estimates have been derived using MarketInfo, a widely used micro-simulation
model by MDS Market Data Systems Pty Ltd. This model is based on information from the national ABS
Household Expenditure Survey (HES), the Census of Population and Housing, as well as other
information sources such as the ABS National Accounts.
The model uses micro-simulation techniques to combine propensity to spend on particular commodities
with the socio-economic characteristics of individuals to derive spending estimates per capita on a small
area basis. The forecasts do not include retail price inflation (RPI), which is the component of the
Consumer Price Index (CPI) that relates to retail goods and services.
5.4.2 ESTIMATED PER CAPITA RETAIL SPENDING
Spending on retail goods and services generated by residents of the Noosa Civic trade area and
surrounding areas will drive the potential for future retail development. All current and future retail
expenditure estimates provided in this report are expressed in constant $2014, inclusive of GST. Table
5.6 outlines the primary and main trade area (MTA) retail spending per capita, whilst Chart 5.4 illustrates
the variation in retail spending per capita from the Queensland average. The marginally above average
spending levels, despite below average incomes, is due to other demographic drivers. In this case the
difference is primarily due to the older age structure of the market and the accumulated wealth effect.
Trade Area Retail Spending Per Capita, 2014
NOOSA CIVIC TRADE AREA ($2014, INC GST) TABLE 5.6
Noosa Civic MTA Var'n from
Product Group QLD PTA MTA QLD
Food Retail 5,854 6,118 6,049 +3%
Food Catering 1,421 1,344 1,364 -4%
Apparel 1,191 1,143 1,154 -3%
Homewares 971 976 997 +3%
Bulky Goods 1,507 1,607 1,641 +9%
General/Leisure 1,657 1,704 1,738 +5%
Serices 508 560 545 +7%
Total Retail Spending 13,109 13,453 13,490 +3%
Source : MDS, MarketInfo 2012, Australian Nationa Accounts: National Income, Expenditure and Product Accounts (5206.0) ; Urbis
Within the Noosa Civic main trade area, retail spending on Bulky Goods, Services, General/Leisure,
Homewares and Food Retail are higher than the Queensland average. Conversely, retail spending by
main trade area residents on Food Catering and Apparel are approximately 4% and 3% lower than
Queensland average. Notably, however, these are categories that would be buoyed by tourist spending.
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Trade Area Retail Spending vs. Queensland Average, 2014
AVERAGE RETAIL SPENDING PER CAPITA VAR’N FROM QLD AVERAGE CHART 5.4
+9%
Variation from Total
+7%
Queensland
+5%
Average
+3% +4%
+3% +2% +3%
-3%
-4%
Food Food Apparel Homewares Bulky Leisure/ Retail Food Non-Food Total Retail
Retail Catering Goods General Services
So urce : A B S; M arketInfo 2012; Urbis
5.4.3 RETAIL MARKET SIZE AND FORECASTS
Combining per capita retail spending with future population growth, the total volume of current and future
retail spending generated by trade area residents can be calculated. Table 5.7 below outlines the current
retail spending market by product group for the residents within the Noosa Civic trade area.
This analysis indicates that residents of the primary trade area currently spend approximately $296 million
on retail goods and services, including GST. The total size of the main trade area retail spending market
in 2014 is estimated at approximately $1.07 billion, including approximately $590 million in food spending
and $484 million in non-food spending.
Retail Expenditure, 2014
NOOSA CIVIC TRADE AREA ($M, $2014, INC GST) TABLE 5.7
Food Food Home- Bulky Leisure/ Retail Total
Retail Catering Apparel wares Goods General Services Retail
Primary:
Primary 134.4 29.9 25.3 21.5 35.3 37.6 12.4 296.4
Secondary:
North East 69.0 17.9 14.4 12.8 18.3 20.0 7.0 159.4
South East 112.6 26.5 22.3 18.6 29.7 32.4 10.0 252.2
South 66.7 14.8 13.3 11.0 19.8 20.0 5.9 151.4
North West 98.0 20.7 17.1 15.6 27.2 28.7 8.3 215.5
Total Secondary 346.2 79.9 67.1 57.9 95.0 101.1 31.2 778.5
Main Trade Area 480.6 109.8 92.4 79.5 130.3 138.7 43.6 1,074.9
Source : MDS, MarketInfo 2012, Australian Nationa Accounts: National Income, Expenditure and Product Accounts (5206.0) ; Urbis
In relation to future trade area expenditure levels, growth in the market is generally related to two factors:
Population growth which is forecast to average 1.5% per annum between 2014-21 and 0.6% per
annum from 2021 to 2031.
Real per capita spending growth, which is forecast to average around 1.8 % per annum to 2031. The
average rate of ‘real’ growth over the past 20 years in Australia has been 2.6% per annum but we
expect more subdued growth going forward. Given this relatively conservative forecast by historic
standards the probability of a higher real growth rate is arguably greater than the downside. If a
higher growth rate eventuates this would have the effect of lowering the impacts discussed later in
this report.
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Given the assumptions outlined above, population and spending growth in the trade area would result in
the retail spending market reaching approximately $1.35 billion in 2021 and $1.72 billion in 2031 (refer
Table 5.8). By 2021, therefore, retail spending is expected to be $271 million greater than in 2014 and,
under normal circumstances, this would be shared by all retail facilities serving the Noosa market.
Main trade area retail expenditure growth is therefore expected to be moderate at approximately 3.3% per
annum to 2021, with approximately one quarter generated by primary trade area residents. Continued
growth in retail spending is expected and by 2031 the main trade area is estimated to reach $1.70 billion.
Again, around one quarter of this spending is derived from primary trade area residents.
Strong population growth in the secondary south sector is expected to contribute to a solid increase in
retail spending from this sector, increasing from $151 million in 2014 to $314 million in 2031. This
represents an increase of $163 million over the 17 year period, or an average annual growth rate of 4.3%.
The additional retail spending generated will be directed towards all existing and future retail facilities in
the region depending upon individual needs and the offer/experience provided in various centres. The
share of this growth attracted to the subject development proposal will therefore depend on how well the
development responds to consumer needs, and changing consumer preferences.
Retail Spending Growth, 2014 – 2031
NOOSA CIVIC TRADE AREA ($M, $2014, INC GST) TABLE 5.8
Secondary TA
Primary North South North
South Total Main TA
TA East East West
2014 296 159 252 151 216 778 1,075
2018 329 174 291 189 241 894 1,224
2021 354 186 321 223 262 992 1,346
2031 432 224 397 314 332 1,267 1,698
Average Annual Growth
2014-18 2.7% 2.2% 3.6% 5.7% 2.8% 3.5% 3.3%
2018-21 2.5% 2.2% 3.4% 5.6% 2.9% 3.5% 3.2%
2021-31 2.0% 1.9% 2.1% 3.5% 2.4% 2.5% 2.4%
2014-31 2.2% 2.0% 2.7% 4.4% 2.6% 2.9% 2.7%
Share of Main Trade Area
2014 28% 15% 23% 14% 20% 72% 100%
2018 27% 14% 24% 15% 20% 73% 100%
2021 26% 14% 24% 17% 19% 74% 100%
2031 25% 13% 23% 18% 20% 75% 100%
Source : MDS, MarketInfo 2012, Australian Nationa Accounts: National Income, Expenditure and Product Accounts (5206.0) ; Urbis
5.5 TOURISM
This sub-section provides an overview of the Sunshine Coast and trade area tourist market, which
includes day trips as well as domestic and international overnight visitors.
The subject development proposal will predominantly serve the local resident market in the future,
although given the contribution of tourism to the region in general it is worth identifying the potential
tourist expenditure market that all centres in the relevant area could draw on.
The data in this sub-section has been sourced from the Tourism Research Australia and ABS Tourist
Accommodation data.
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5.5.1 TOURISM DEMAND TRENDS
The Sunshine Coast tourism market has trended like Queensland as a whole in recent times. As shown in
Table 5.9, the number of domestic overnight visitor nights has remained relatively stable, averaging
approximately 11.5 million visitors over the 15 year period. International visitor nights have experienced
growth of almost one million visitors since 2000.
Other key points to note from Table 5.9 are as follows:
The Noosa Shire typically accounts for a quarter to a third of total visitor nights on the Sunshine
Coast, which confirms the importance of Noosa to the Sunshine Coast tourism sector.
Since 2000, the Noosa Heads and Noosaville SA2, where Noosa Civic is located, has accounted for
an average 84% of total visitor nights in the Noosa Shire, and 24% of visitor nights on the Sunshine
Coast.
The abovementioned SA2 shares were both noticeably lower in 2014, with total visitor nights
decreasing to 2.7 million visitor nights in the year ending March 2014, down from 2.8 million and 3.3
million in 2013 and 2012 respectively.
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Historic Visitor Nights
ae ote ea tots jee eeecceeeeenennetnetneteenetetneteetneaettetnetnetnetettnetaetnetnetntnee nee ABLE 5:9
Noosa-Noosaville
Sunshine Coast Former Noosa Shire Noosa Heads-Noosaville as proportion of
Domestic _Inter- Total Domestic _Inter- Total Domestic _Inter- Total Sunshine Former Noosa
Year ending national national national Coast Shire
March * (000) (000) (000) (000) (000) (000) (000) (000) (000) (000) ('000)
2000 10,875 1,627 12,502 3,730 624 4,354 3,261 591 3,852 31% 88%
2001 11,555 1,814 13,369 3,544 762 4,306 3,112 705 3,817 29% 89%
2002 10,587 1,574 12,161 2,848 596 3,444 2,547 560 3,107 26% 90%
2003 12,608 2,017 14,625 3,531 535 4,066 2,865 455 3,320 23% 82%
2004 12,038 2,098 14,136 3,453 667 4,120 2,755 502 3,257 23% 79%
2005 13,382 2,184 15,566 3,963 674 4,637 3,165 625 3,790 24% 82%
2006 11,573 2,045 13,618 3,207 669 3,876 2,522 627 3,149 23% 81%
2007 10,642 2,659 13,301 2,827 878 3,705 2,604 812 3,416 26% 92%
2008 13,760 2,492 16,252 3,394 1,012 4,406 2,891 925 3,816 23% 87%
2009 10,791 2,370 13,161 2,957 821 3,778 2,607 773 3,380 26% 89%
2010 11,288 2,642 13,930 3,003 748 3,751 2,553 666 3,219 23% 86%
2011 10,122 2,564 12,686 2,494 887 3,381 1,877 761 2,638 21% 78%
2012 10,702 2,626 13,328 3,104 872 3,976 2,563 774 3,337 25% 84%
2013 11,045 2,360 13,405 2,935 648 3,583 2,281 526 2,807 21% 78%
2014 9,982 2,582 12,564 2,578 784 3,362 1,981 712 2,693 21% 80%
Average 2000 - 2014 24% 84%
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The variations in visitor nights are partly a function of the quality of the tourism data, but they are also
attributable to the dynamic nature of the tourism sector in general, which is inherently subject to national
and global trends. This is evidenced in Chart 5.5 which shows the source of international visitor nights in
the Noosa area in 2002 and 2012.
Proportionally, visitor nights from New Zealand, the United Kingdom and, to a lesser extent, the United
States has decreased, replaced by an increasing share of tourists from other European countries ,
particularly Germany, Italy and Switzerland, as well as Korea. Accordingly, while tourism trends in
Australia are often regarded as being quite volatile, the Noosa region benefits from a relatively diverse
visitor base, so reductions in visitation from one country can be offset by an uplift in visitation from
another country. In this sense Noosa is quite resilient.
International Visitor Nights by Origin
NOOSA HEADS – NOOSAVILLE – TEWANTIN CHART 5.5
March 2006 March 2014
Other Other Other Other
Europe 3% Europe 2% NZ
Other Asia 12%
10% 16%
2%
Switzerland Other Asia Japan
1% 5% 1%
Italy
NZ
Germany 0% 36%
4% Korea
Switzerland
7%
8%
USA
3%
Canada
Italy 6%
Japan 7%
Korea2%
UK 0%
32% USA Germany
5% 10%
Canada UK
5% 23%
Year ending M arch
So urce : To urism Research A ustralia; Urbis
Forecast visitor nights for the Sunshine Coast, the Noosa Shire area and the Noosa Heads and
Noosaville SA2s are outlined in Chart 5.6 overleaf. The forecasts have been prepared with reference to
projections by TRA for Queensland as a whole. The forecasts assume that the Sunshine Coast retains its
current share of the Queensland tourism market, and likewise Noosa maintains its current proportion of
the Sunshine Coast market.
The TRA still anticipates sound growth in visitor numbers to Queensland to 2021, which suggests that
visitor nights on the Sunshine Coast should climb from around 12.6 million in March Quarter 2014 to 19.8
million in 2023. In the Noosa-Noosaville area, total visitor nights are expected to increase from around
2.7 million in March Quarter 2014 to 4.8 million in 2023. Therefore, even assuming a conservative tourist
average spend of $50 per day on retail goods and services, the tourist retail spending market in Noosa
would increase by around $105 million between 2014 and 2023.
While Noosa Civic will continue to predominantly serve the local resident market, it will be of some
relevance to tourists. Perhaps more importantly, other centres which currently attract the tourist market,
such as Noosa Junction, Noosaville and Hasting Street should benefit to a greater extent.
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Forecast Domestic and International Visitor Nights
SUNSHINE COAST – NOOSA SHIRE – NOOSA HEADS/NOOSAVILLE CHART 5.6
24,000
Sunshine Coast Former Noosa Shire Noosa-Noosaville
19,826
20,000
Visitor Nights ('000)
16,000
12,000
8,000
5,657
4,000
4,776
-
2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2020 2022
So urce: To urism Research A ustralia
5.6 EMPLOYMENT ANALYSIS
This sub-section examines the employment profile of employed residents of the Noosa Civic trade area.
The purpose is to determine the proportion of the workforce who work outside the trade area.
As part of the Census of Population and Housing, the Australia Bureau of Statistics (ABS) collects journey
to work data. This data shows how people get to and from work (i.e. mode of transport) as well as the
location of their home and their workplace. The usual residence of workers is collected at an SA1 level.
The smallest geography for the place of work data is the Destinational Zone (DZ) level. The ABS defined
DZ boundaries nest into the Noosa Civic trade area with three exceptions. Thus the DZ catchment that
identifies the place of work differs slightly from the main trade area. The differences are listed below.
Two DZ zones in the Nambour-Pomona area, which have been included in the main trade area
catchment for place of work, are not completely covered by the north west and south west secondary
sectors.
One DZ zone in the Sunshine Coast Hinterland area, which the secondary south west sector
encroaches onto, is not included in the main trade area catchment for place of work.
One DZ zone in the Gympie-Cooloola area which the secondary south west sector encroaches onto
is not included in the main trade area catchment for place of work.
An illustration of the DZ zones used as compared to the boundaries of the main trade area is provided
below in Map 5.5 overleaf.
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DZ ZONES INCLUDED IN THE MAIN TRADE AREA ANALYSIS MAP 5.5 URBIS NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL NOOSA CIVIC MARKET ANALYSIS 87
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5.6.1 PLACE OF WORK ANALYSIS
Place of Work data provides an insight into the potential escape expenditure from the Noosa Civic trade
area that relates to employment location. The address of each employed person’s main place of work, in
the week prior to Census night is used to code to Destination Zone (DZ). Data included in Place of Work
information include industry of employment and occupation of employment.
5.6.2 MAIN TRADE AREA EMPLOYMENT CONTAINMENT
At the time of the 2011 Census, approximately 30,500 employed residents of the Noosa Civic main trade
area provided information on their working location. Table 5.10 below shows that over 70% of Noosa
Civic trade area residents also work within the trade area (as defined by the DZ based catchment). This
represents a relatively high level of employment containment in the trade area.
The employment containment ratio is a measure that looks at the proportion of trade area residents who
work locally – that is, the proportion of local jobs to the local resident workforce. Generally, the highest
levels of self-containment are found in regional towns and rural areas where the distances to employment
opportunities mean that commuting to another town or major urban are is not practical.
Employment Containment
NOOSA CIVIC TRADE AREA, 2011 TABLE 5.10
Area Number Percentage
MTA 18,860 70.4%
1
Outside of MTA 7,930 29.6%
Total 26,790
Excl. Qld undefined/no fixed address 3,720
1. Includes place of work 'capital city undefined'
Source : ABS Census of Population & Housing 2011 ; Urbis
An employment profile of the Noosa Civic trade area residents who work within the trade area is outlined
below.
INDUSTRY OF EMPLOYMENT
The top 10 industries of employment of main trade area residents are displayed in Table 5.11 below.
Given the strong tourism industry in the region, a large proportion (almost one third) were employed in the
accommodation and food service industry and the retail trade industry together.
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Industry of Employment
MTA RESIDENTS EMPLOYED IN THE MTA, 2011 TABLE 5.11
Industry Number Percentage
Accommodation and Food Services 2,970 16%
Retail Trade 2,940 16%
Health Care and Social Assistance 2,200 12%
Education and Training 1,540 8%
Construction 1,430 8%
Professional, Scientific and Technical Services 1,390 7%
Manufacturing 910 5%
Other Services 770 4%
Administrative and Support Services 690 4%
Rental, Hiring and Real Estate Services 650 4%
1
Other 3,080 17%
Total 18,570 100%
1. Includes Inadequately Described, Not Stated and Not Applicable
Source : ABS Census of Population & Housing 2011 ; Urbis
OCCUPATION PROFILE
The occupation of main trade area residents who live and work in the main trade area is displayed in
Table 5.12 below. The top two occupations are professionals (21%) and technicians and trades workers
(20%).
Occupation Profile
MTA RESIDENTS EMPLOYED IN THE MTA, 2011 TABLE 5.12
Industry Number Percentage
Accommodation and Food Services 2,970 16%
Retail Trade 2,940 16%
Health Care and Social Assistance 2,200 12%
Education and Training 1,540 8%
Construction 1,430 8%
Professional, Scientific and Technical Services 1,390 7%
Manufacturing 910 5%
Other Services 770 4%
Administrative and Support Services 690 4%
Rental, Hiring and Real Estate Services 650 4%
1
Other 3,080 17%
Total 18,570 100%
1. Includes Inadequately Described, Not Stated and Not Applicable
Source : ABS Census of Population & Housing 2011 ; Urbis
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Around 12,200 (65%) of the 18,860 trade area residents who work in the trade area work within the
Noosa Statistical Area 3 (SA3). An SA3 is a grouping of SA2s which have similar regional characteristics.
Of the 12,200 workers, 4,910 (or 40%) work within the Noosaville SA2 which is reflective of the
employment areas located within this area (e.g. NSBC, the Noosaville Business Centre and Noosaville
Industrial Estate). Clearly the Noosaville area is of significance as an employment hub within the Shire.
Just over one quarter of the residents within the trade area work within the Noosa Heads SA2, whilst
Tewantin, Peregian and Sunshine Beach make up the balance
Place of Work within Noosa
MAIN TRADE AREA RESIDENTS, 2011 TABLE 5.13
SA2 Number Percentage
Noosaville 4,910 40%
Noosa Heads 3,170 26%
Tewantin 1,820 15%
Peregian 1,220 10%
Sunshine Beach 1,080 9%
Total 12,200 100%
Source : ABS Census of Population & Housing 2011 ; Urbis
5.6.2.1 EMPLOYMENT ESCAPE
The location of employment of main trade area residents who are employed outside of the main trade
area is provided in Table 5.14 below. It is estimated that around 29% of these residents are employed in
the Nambour-Pomona SA3 and a further 25% in the Maroochy SA3. These SA3’s contain the higher
order centres of Nambour and Maroochydore which provide greater diversity of employment
opportunities.
Place of Work, SA3
MAIN TRADE AREA RESIDENTS EMPLOYED OUTSIDE OF THE MTA, 2011 TABLE 5.14
Area Number Percentage
Nambour - Pomona 2,300 29%
Maroochy 2,020 25%
Buderim 1,140 14%
Caloundra 650 8%
Gympie - Cooloola 530 7%
1
Brisbane 310 4%
Sunshine Coast Hinterland 280 4%
Other 700 9%
Total 7,930 96%
1. Includes place o f wo rk 'capital city undefined'
So urce : A B S Census o f P o pulatio n & Ho using 2011; Urbis
90 NOOSA CIVIC MARKET ANALYSIS
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5.7 DRIVE TIME ISOCHRONES The drive-times outlined in this section present an indication of the average time it takes to drive from Noosa Civic to the other major Sunshine Coast activity centres. These drive-times are determined by a number of factors including the average speed limit, time of travel, the size and function of the road/route as well as geographical and man-made barriers. The drive-time to other activity centres within the Sunshine Coast Region is outlined in Map 5.6 overleaf. Based on the drive time assessment, residents of the Noosa Civic trade area are required to drive approximately 30 minutes to access the higher order centres of Maroochydore and Nambour respectively (around a 1 hour round trip). URBIS NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL NOOSA CIVIC MARKET ANALYSIS 91
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DRIVETIME ISOCHRONES MAP 5.6
92 NOOSA CIVIC MARKET ANALYSIS
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