Background_E_Market_Assessment - Shoalhaven City Council ...

Nowra CBD Master Plan – Market Assessment1. EXECUTIVE SUMMARYHill PDA has been engaged as sub-consultants to ARUP for the preparation of a Master Plan for Nowra CBD. The 25-year planning period of the Master Plan will also inform a Draft Development Control Plan and a Draft ContributionsPlan. In the first instance, Hill PDA has provided a demographic and market assessment of potential land uses toinform urban design options for the site considering the potential viability of proposed land uses.Planning and Policy ConsiderationsOne of the key relevant objectives of the South Coast Regional Strategy 2006-2031 to Nowra is to increase the amountof housing in existing centres, in particular smaller households and housing for the ageing population and focusing newurban development in existing identified growth areas such as Nowra-Bomaderry.The Regional Strategy also identifies a typology for centres within the subregion. Along with Bega and Batemans Bay,Nowra-Bomaderry is identified as a ‘Major Regional Centre’. These Centres will provide for the majority of growth overthe next 25 years and are characterised by a concentration of medium and higher density living.Shoalhaven Council’s Nowra-Bomaderry Structure Plan (2008) aims to provide a framework for the future developmentof the area for the next 20 to 30 years. It provides guidance, strategic direction and identifies land that will beinvestigated for possible rezoning and future development. The Structure Plan indicates that urban consolidation andmedium density housing is required in Nowra-Bomaderry to accommodate the increased demand for urban growth dueto forecast population growth. The Structure Plan also indicates that the commercial primacy of Nowra CBD as a majorsub-regional centre should be maintained and enhanced.Demographic and Employment TrendsAs part of this study, Hill PDA undertook a demographic analysis and employment profile of Nowra (suburb), Nowra-Bomaderry Statistical District and Shoalhaven LGA. NSW and non-metro NSW were used as benchmarks. This analysisprovides a better understanding of employment, economic, lifestyle and social characteristics of the area, and thereforerequirements for future commercial and residential land uses. Key characteristics impacting on the future developmentof Nowra CBD include:• The Nowra-Bomaderry Structure Plan Area is forecast to grow by 12,213 people between 2006 and 2036,equating to an annual growth rate of 1.09%. Shoalhaven LGA is forecast to grow by 39,775 people over thesame period, equating to an annual growth rate of 1.20%;• Compared to surrounding areas such as Shellharbour LGA (0.71%) and Kiama LGA (0.72%), Shoalhaven LGAexperienced strong population growth;• The population of Shoalhaven LGA is forecast to age significantly into the future;• Home ownership levels are lower in Nowra compared to Nowra-Bomaderry and the wider LGA;• The majority of households are family households;• The majority of dwellings are separate houses;• Incomes in Nowra are lower than both Nowra-Bomaderry and the LGA; andC09143 Page 8 Hill PDA