Westfield Geelong

Westfield Geelong is a regional shopping centre in central Geelong, Victoria, serving the city and the surrounding region with department stores, supermarkets, discount department stores, specialty retailers, food outlets, services and structured parking. The centre occupies a large urban block on the northern side of Malop Street, opposite Market Square. Together, the two complexes form Geelong’s principal central shopping area. The present centre was developed as Bay City Plaza during the urban-renewal activity of the 1980s and opened on 15 April 1988. Its site had a long commercial and industrial history. Retailing along Malop Street included a store operated by Morris Jacobs and later a Myer department store. Other parts of the block contained power-supply facilities, a tram depot, transport-company offices, a wool store and historic commercial buildings. The development involved closing several former streets and lanes, demolishing the former power-station structures, and adapting or retaining some historic facades. The existing Myer store was incorporated into the new complex. The original centre was developed under the ownership of the Perron Group and received a smaller refurbishment in 1993. In the late 1990s, the owner added a multistorey car park on Malop Street. On 30 June 2003, the Westfield Group acquired a 50 percent interest in Bay City Plaza for a reported A$72 million. The centre was subsequently rebranded, first as Westfield Bay City and later as Westfield Geelong. Westfield management also reorganised internal circulation and increased the amount of lettable space by adding walkways, shops and kiosks within previously more open areas. A much larger expansion was approved on 21 June 2006 and construction began in February 2007. The project extended the centre eastward across Yarra Street through a substantial flyover structure containing retail, pedestrian and transport functions. The proposal attracted local criticism because of concerns that the structure would affect views toward Corio Bay and alter the character of central Geelong. During construction, parts of the centre, car parks, access routes and surrounding streets were closed or permanently absorbed into the expanded complex. The redevelopment opened in stages. The first stage, including the Coles supermarket and nearby areas, opened on 17 April 2008. The principal second-stage facilities opened on 17 July 2008, including Big W, approximately 80 additional stores, a restaurant precinct, a glass-fronted tower at the Malop Street corner and the Yarra Street flyover. The project was reported to have cost approximately A$200 million and expanded the centre from 67 stores and 1,121 car spaces to about 187 stores and 1,700 car spaces. Its food offer includes an alfresco area on Yarra Street, cafes on the flyover and a further food-court area beneath the main atrium. Westfield Geelong’s tenant mix has historically included Myer, Target, Coles and Big W, alongside specialty retailers, restaurants and service businesses. The centre’s expansion increased its role as a regional destination but also prompted concern from local business representatives that greater enclosed-centre competition could intensify pressure on smaller strip retailers, particularly along Moorabool Street. Today, the property operates as part of Scentre Group’s Australian Westfield portfolio and remains a major retail and civic destination in central Geelong.

The land now occupied by Westfield Geelong has been used for retail, transport, utilities and commercial purposes since the nineteenth century. The Malop Street frontage contained shops from at least the 1850s, including premises associated with Morris Jacobs. That business was later acquired by Myer Emporium; the store was rebuilt in 1952 and became a Myer outlet in 1953. The department store was incorporated into the later shopping-centre development. Other parts of the site reflected Geelong’s industrial and transport history. The corner of Brougham and Yarra Streets included offices associated with the Melbourne Electric Supply Company and a power station dating from 1901. A tram depot was established nearby after Geelong’s tram system began operating in 1912; it closed when the tram network ended in 1956. The power station itself was later superseded by a facility at North Geelong. The block also contained offices of transport company Blakiston’s and Co., the Geelong Club’s premises and the Strachan Murray and Shannon wool store. Large-scale renewal proposals emerged during the 1980s. A regional plan released in 1981 proposed a much larger shopping development extending toward the waterfront, but that scheme did not proceed in its original form. A more limited version became Bay City Plaza and the neighbouring Market Square complex. Construction involved closing Corio Street, Blakiston Street and Macks Lane. The former power station was demolished, while the wool-store, transport-office and tram-depot structures were substantially stripped internally and some facades were retained. The existing Myer building was adapted rather than removed. Bay City Plaza opened on 15 April 1988 under Perron Group ownership. A modest refurbishment followed in 1993, and the owner added a multistorey Malop Street car park in the late 1990s. On 30 June 2003, Westfield Group purchased a 50 percent interest in the centre for a reported A$72 million. The acquisition led to a new Westfield identity and internal changes intended to increase lettable space, including additional walkways, stores and kiosks. Expansion concepts developed in the early 2000s focused on extending the centre across Yarra Street. The proposed flyover generated community opposition because of concerns about views, traffic, urban form and the scale of the structure. Planning approval was nevertheless granted on 21 June 2006, with construction beginning in February 2007. The works required temporary closures of parts of the centre, Coles, access points, car parks and pedestrian routes. Treacy Place and part of Corio Street were permanently incorporated into the expanded complex. Construction was affected by a fire in April 2008 and a workplace injury the following month. The first stage opened on 17 April 2008 with the expanded Coles area. A second major opening on 17 July added Big W, roughly 80 stores, a restaurant precinct, the Malop Street glass tower and the Yarra Street flyover. The redevelopment reportedly cost A$200 million and increased the centre from 67 stores and 1,121 parking spaces to approximately 187 stores and 1,700 spaces. The completed centre provided several distinct food and dining areas and a substantially larger enclosed retail environment. Its expansion strengthened central Geelong’s role as a shopping destination, although local business representatives warned that the enlarged complex could draw customers away from smaller Moorabool Street traders. Following the restructuring of the Westfield Group’s property operations, Westfield Geelong became part of Scentre Group’s Australian portfolio.

• 2008

  Major redevelopment completed

  [1]Westfield Geelongen.wikipedia.org

  The expansion opened in stages in April and July, adding major tenants, new retail areas, dining facilities, a tower and the Yarra Street flyover.

• 2007

  Redevelopment construction begins

  [1]Westfield Geelongen.wikipedia.org

  Construction commenced in February, requiring extensive temporary closures and changes to surrounding streets and access routes.

• 2006

  Expansion approved

  [1]Westfield Geelongen.wikipedia.org

  Planning approval was granted on 21 June for a major extension over Yarra Street and related retail and parking works.

• 2003

  Westfield Group takes a 50 percent stake

  [1]Westfield Geelongen.wikipedia.org

  Westfield Group acquired half of Bay City Plaza from the Perron Group, followed by the centre’s rebranding.

• 1993

  Initial refurbishment

  [1]Westfield Geelongen.wikipedia.org

  The centre underwent a minor refurbishment several years after opening.

• 1988

  Bay City Plaza opens

  [1]Westfield Geelongen.wikipedia.org

  The shopping centre opened on 15 April 1988 after the redevelopment of the block and the incorporation of the existing Myer store.

• 1981

  Central-Geelong renewal proposal issued

  [1]Westfield Geelongen.wikipedia.org

  A regional planning proposal outlined a large shopping development extending from the city centre toward the waterfront, establishing an early framework for later retail renewal.

Regional shopping centre

• Department store

  Myer

  A major department-store anchor occupying approximately 12,500 square metres in the centre. The store originated on the site before Bay City Plaza and was progressively redeveloped as part of Myer’s broader refurbishment programme during the 2008 expansion.

• Supermarket · 2008

  Coles

  The centre’s supermarket anchor. Coles was temporarily affected by the redevelopment and reopened in the first stage of the expansion on 17 April 2008 in a reconfigured format.

• Discount department store · 2008

  Big W

  A large discount department store introduced as one of the principal anchors of the expanded Yarra Street section. It opened with the second major stage of the redevelopment in July 2008.

• Shopping-centre retail · 1988

  Specialty retail stores

  The centre’s specialty offer spans fashion, food, services, beauty, household goods and other everyday retail categories. The 2008 redevelopment increased the reported store count to approximately 187.

• Food and beverage · 2008

  Dining precincts

  Westfield Geelong includes several food and beverage environments, including an alfresco area on Yarra Street, cafes associated with the flyover and a further food-court area beneath the main atrium.

• 2008

  Open the redeveloped centre in stagesGeneration change

  Background

  Construction required temporary closures of parts of the centre, anchor tenants, car parks and surrounding access routes.

  Action taken

  The Coles stage opened on 17 April, followed on 17 July by Big W, additional stores, dining facilities, the Malop Street tower and the Yarra Street flyover.

  Aftermath

  The reported footprint expanded from 67 to 187 stores and from 1,121 to 1,700 car spaces.

  Source

• 2006

  Proceed with the Yarra Street expansionStrategy

  Background

  The existing centre required additional lettable area and stronger regional-destination capabilities. Early proposals to extend across Yarra Street attracted criticism over visual impact and the effect on views toward Corio Bay.

  Action taken

  Approval was obtained for a major redevelopment incorporating a flyover, new retail space, parking changes and the permanent integration of nearby streets and access routes.

  Aftermath

  The completed works substantially increased the centre’s store count, parking capacity and dining offer, while local representatives warned that the larger enclosed centre could place additional pressure on central-Geelong strip retailers.

  Reported redevelopment cost. A$200 million (2007-2008 redevelopment)

  Source

1. 1Westfield Geelongen.wikipedia.org
2. 2Westfield Geelong official websitewestfield.com