Development Plan - City of Playford - SA.Gov.au

Greenfield areas are assumed to be developed at 12 dwellings per hectare and 2.7 persons per
household. All roads, reserves and easements are assumed to be contained within the 12
dwellings per hectare figure. The 2.7 persons per household represents a minor reduction in
household size from that currently prevailing in Craigmore, Blakeview and Andrews Farm.
Utilising household spending characteristics based on ABS data and taking into account the lower
than metropolitan average income levels in parts of the Area Affected we have prepared future
catchment expenditure levels per annum as shown below.
Table 6.1: Future Catchment Expenditure Per Annum
Catchment Area
Munno Para West
Blakeview
Penfield
Peachey Belt
Expenditure Per Annum
$217.7M
$160.1M
$100.5M
$53.3M
Retail spending at one centre rather than another is a function of a combination of factors such as
the nature and quality of facilities, the availability of alternative shopping facilities and the level at
which the shopping centre operates and is therefore able to draw patronage.
Establishment of penetration levels is largely derived from the observation and experiences of other
centres, having regard to the unique influences of a particular locality. Empirical evidence
demonstrates that the majority of food expenditure occurs at the neighbourhood and district levels.
Because of the relative paucity of higher order centres in the vicinity of the Area Affected, we
anticipate that food expenditure penetration levels by new neighbourhood centres within Munno
Para West / Blakeview / Penfield / Peachey Belt will be relatively high.
On the other hand, empirical evidence demonstrates that the majority of non-food expenditure
occurs at the district and regional levels in outer metropolitan locations. (The role of the CBD is
substantially diminished in locations as distant as Munno Para West / Blakeview / Penfield /
Peachey Belt) Any new centres within the Area Affected are unlikely to establish comparison
shopping outlets to rival Munno Para District Centre or Elizabeth Regional Centre and are therefore
only expected to penetrate non-food expenditure in their catchment area at very modest levels.
Contrary to this, however, are the specific opportunities provided by the access points to NEXY
(Womma Road and Curtis Road). These locations have the potential to take advantage of greatly
increased traffic volumes with activities seeking high exposure levels.
A conservative assumption has been made that 50% of the expenditure will not be spent in the
Area Affected. That is, 50% of expenditure will be spent on goods and services in higher order
centres (eg: Munno Para District Centre, Elizabeth Regional Centre, Salisbury Town Centre,
Gawler, CBD). Specific outlets and specific locations might generate from less than $1000 / m 2 p.a.
in retail turnover to more than $8000/m 2 p.a. for high performing supermarkets or small specialty
outlets. We have adopted the following turnover ranges for the new centres.
Food floorspace
Non-food floorspace
: $6500 - $7500 / m 2 p.a.
: $4000 - $5000 / m 2 p.a.
An average turnover figure of $5750/m 2 pa. has been adopted across all retail floorspace
categories. In gross terms the four catchment areas are expected to cater for the following retail
and commercial/non-retail floorspaces.
Playford North DPA -88-
Jul 08
Final DPA 20 August 08.doc Version 3