Warrawong Parklands Commercial & Tourism Assessment

Warrawong Parklands Commercial & Tourism Assessment

Hawkridge Entertainment Services provided the Warrawong Parklands Commercial & Tourism Assessment to the Department of Planning, Housing and Infrastructure. Warrawong Parklands occupies thirty-two hectares on the northern shore of Lake Illawarra, twenty minutes south of the Wollongong CBD.

This report has been prepared solely to guide the development of the Masterplan and to provide decision-makers with an early overview of potential commercial and tourism options and opportunities while flagging the key risks, contextual factors and assumptions that will require deeper testing in subsequent business-case phases.

Warrawong Parklands Commercial & Tourism Assessment

The Tourism and Commercial Potential Assessment provided a comprehensive analysis addressing the following two components:

1. Commercial Potential Assessment; and
2. Tourism Potential Assessment

The assessment provided tourism and commercial opportunities that are able to be integrated into the Master Plan in a manner that balances economic viability, visitor satisfaction, and the Parklands’ long-term sustainability.

The Tourism and Commercial Potential Assessment delivered:

• A detailed understanding of the Parklands’ tourism and commercial opportunities and constraints.
• Evidence-based recommendations for integrating tourism and commercial initiatives into the Master Plan.
• A framework for sustainable tourism development that supports environmental stewardship, economic growth, and community engagement.

The final output included a comprehensive report summarising findings, analyses, and recommendations, supported by visual aids such as maps, charts, and concept designs.

Commercial Potential Assessment

The scope of the Commercial Potential Assessment included the following:

a) Feasibility Analysis of Commercial Activities

• In-depth analysis of trends in outdoor recreation, eco-tourism, and related markets to understand emerging opportunities.
• Identification of visitor needs and preferences to gauge demand for specific commercial ventures.
• Benchmark of successful commercial activities in similar public open spaces, drawing insights and lessons learned to inform recommendations.

b) Revenue Opportunities and Sustainability

• Identification of revenue-generating opportunities that align with the park’s environmental, cultural, and recreational values and the vision of the master plan.
• Evaluation of potential revenue streams, assess associated risks and constraints, and prioritise viable commercial opportunities.
• Outline of actionable strategies for implementation, including necessary infrastructure upgrades that are needed to be incorporated into the master plan.

c) Strategic Recommendations

• Detailed recommendations and scenarios that balance commercial activities with community use, conservation objectives, and the Parkland’s unique identity.
• Exploration of funding models, such as public-private partnerships or grant programs, to support the realisation of the master plan and future Parkland aspirations.

Tourism Potential Assessment

The scope of the Tourism Potential Assessment included the following:

a) Capacity and Market Analysis

• Evaluation of the future capacity of the Parklands to attract and sustain tourism and commercial activities.
• Market research to assess regional tourism trends, competitive destinations, and visitor demand.

b) Identification of Tourism Opportunities

• Identification of types of tourism and commercial opportunities that are well-suited to the Parklands’ unique landscape and functional objectives.
• Outline of opportunities that align with community interests and support the Parklands’s ecological and cultural values.

c) Visitor Engagement and Ecological Preservation

• Recommend strategies to enhance visitor engagement while safeguarding the Parklands’ ecological integrity and cultural heritage.

d) Tourism Potential Matrix and Benchmarking

• Development of a tourism potential matrix to prioritise opportunities based on feasibility, alignment with the parkland’s vision, and potential impact on stakeholders.
• Benchmark successful practices from comparable Parklands to identify innovative approaches and best practices.

Warrawong Parklands Commercial & Tourism Assessment

How we help

Hawkridge Entertainment Services provides a range of services for organisations including strategic analysis, feasibility development and business case writing. We are experts in the development of cultural infrastructure. Some of our recent projects are:

• Roxy Theatre Parramatta Final Business Case
• Parramatta Riverside Theatres Business Case
• Business case for the Wollondilly Performing Arts Centre
• Operational review of the Paranaple Convention Centre

We deliver successful outcomes by finding solutions to complex issues. We listen to stakeholders and complete tasks in the timeframes required.

Other similar projects completed by Hawkridge Entertainment Services are available here.