COFFS HARBOUR CITY CENTRE

MASTERPLAN 2031
The City Centre will be a destination
featuring world class design of
the physical fabric that creates a
unique and creative streetscape
that inspires all who visit.
A VISION To Inspire
To create a place where economic, social and cultural pursuits fuse to
enrich and enliven all who live, work and visit the City Centre.
At our core will be a strong heart from which the ripples of vibrancy
and prosperity will flow throughout the City Centre and to the region as
a whole.
We will build on our parents’ achievements for our next generation
so that they may live better than us.
Let’s reignite a glow in the City Centre that we locals are proud of
and for which visitors become attached to.
We will lay the foundation to encourage long term development
and investment in the City Centre through careful planning and real
incentives that ensure retail, business, leisure, cultural and residential
interests flourish.
The City Centre will be a destination featuring world class design of
the physical fabric that creates a unique and creative streetscape that
inspires all who visit.
The City Centre is to be reinstated as the key retail precinct
in Coffs Harbour as it historically has been - providing additional
secondary benefits compared to other standalone retail centres.
For the City Centre to be the core entertainment precinct of Coffs
Harbour which regionally attracts festivities and events for the social
and economic benefit of the community and as a new attraction for
tourists.
Complementing the entertainment precinct will be numerous cultural
initiatives that showcase and encourage the talent of our many
artists, musicians, chefs and local providores.
We will create an attractive urban environment rich in lifestyle facilities
that attracts residential living to the City Centre consistent with
today’s residential needs and expectations.
Let’s live and work in a place where environmentally sustainable
practices, healthy living and a greening of the City Centre become
the new benchmarks in our daily lives.
City Centre Masterplan 2031- Contents

2. CITY CENTRE MASTERPLAN 2031 4 12. IMPLEMENTATION 55

3. PRINCIPLES 5 13. IMPLEMENTATION-

STRATEGIES AND PROJECTS MATRICES 56
4. OBJECTIVES 6
13. IMPLEMENTATION- 57
9. STRATEGIES AND PROJECTS 7 SPECIAL RATE VARIATION FUNDING MATRIX

10. STRATEGIES 8 14. CROWDFUNDING 58

ACCESS AND MOVEMENT 9 13. IMPLEMENTATION- 59

KEY CONNECTIONS (S- KC) 10 ALTERNATIVE FUNDING MATRIX
BIKE PLAN (S- BP) 12
PARKING (S- P) 14 5. PREMISE OF THE VISION 60

LEGIBILITY 15 6. BASELINE DATA ASSESSMENT- 61

CITY CENTRE LEGIBILITY (S- CCL) 16 A CITY WITH A FANTASTIC FOUNDATION
BRAND POSITIONING (S- BP) 17
CITY CENTRE MANAGEMENT (S- CCM) 18 7. BASELINE DATA ASSESSMENT- 62
CITY CENTRE CHALLENGES
KEY LAND USE AND OPEN SPACE 19
STRATEGIC SITES (S- SS) 20 8. COMMUNITY ENGAGEMENT 63
REAR LANE ACTIVATION (S- RLA) 21
DEVELOPMENT INCENTIVE POLICY (S- DIP) 22 APPENDIX 1- LANDSCAPE AND MATERIALS PALETTE
RESILIENCE AND FLOOD PLAN (S- RFP) 23 APPENDIX 2- SUPPORTING TRANSPORT REPORT

11. PROJECTS 24

HARBOUR DRIVE ACCESS (P- HDA) 25

WAYFINDING (P- WF) 26
CITY SAILS (P- CS) 27
CITY SQUARE (P- CQ) 29
CITY SQUARE CULTURAL BUILDING (P- CQCB) 30
ENTERTAINMENT CENTRE (P- EC) 34
ROUNDABOUT RETROFIT (P- RR) 35
BUS HUB LOCATION (P- BHL) 36
CASTLE STREET CARPARK (P- CSC) 37
STREET RECONFIGURATION (P- SR) 38
BRELSFORD PARK (P- BP) 53
EVENTS PROGRAM (P- EP) 54

City Centre Masterplan 2031 • Coffs Harbour City Council • 3

 City Centre
Masterplan 2031
The Masterplan builds on the work of four related
documents: Our Living City Settlement Strategy, City
Centre Vision, Working Group Vision and draft LEP / DCP
2012. While the previous documents focus on a range of
issues, this report focuses solely on the City Centre study
area, as identified on page 61, and the priority Strategies
and Projects to improve it. These works will largely be
funded by a proposed Special Rate for the City Centre, as
well as other funding mechanisms.

In preparing this report, Council contracted in 2012 a multi-

disciplinary team comprising ROBERTSDAY + AHH + GTA
+ I&BM + NORTHROP + STRAIGHT TALK to work with the
community and stakeholders. The expertise of each firm
and its role in the project is outlined on the back cover.

The balance of this report supports the Vision and provides

an overview of the City Centre Principles and Objectives
before focusing on the specific Strategies and Projects to
realise the Vision and to create a prosperous City Centre by
2031.

The Vision is underpinned by five key premises outlined in

Premise of the Vision (p. 59) and originates from the Baseline
Data Assessment, summarised within A City With A Fantastic
Foundation (p. 60) and City Centre Challenges (p. 61), and
feedback gained from a rigorous consultation process
outlined in Community Engagement (p. 62).

Proposed evolution of the City Square into a dynamic cultural building and City focal point for 2031.

City Centre Masterplan 2031 • Coffs Harbour City Council • 4

 PRINCIPLES To Guide

The 21st Century Coffs Harbour City Centre will play to

its strengths, be better than its competitors and never
try to be something that it is not.

The Principles outlined below will guide the future development of the City
Centre. The driving Principles detailed under the specific Strategies and
Projects within this Masterplan support and reinforce the primary guiding
Principles below.

The City Centre stands united as one retail, business, cultural and
entertainment precinct with preferred development to occur as close to the
City Square as possible.

Having a strong core in the City Centre is a prerequisite to that strength

flowing to its outer boundaries.

The primary qualities of safety, cleanliness and convenience must be achieved

before placemaking endeavours can be fully realised.

Development will be encouraged which is best practice and of a high quality

modern standard that will lay the foundation for decades to come.

For all stakeholders to work cohesively and passionately together to deliver

greater results.

Ensure the economic benefits of the Special Rate levy, are, in the long term,
passed onto landowners through higher property values, to businesses
through higher incomes and the community through better facilities and
employment.

To increase the capacity of the City Centre to foster economic growth and to
meet the demographic needs of Coffs Harbour which is characterised by a
high population growth rate and an aging population.

To provide short term stimulus measures to revitalise the City Centre, reduce
the number of vacant shopfronts and increase retail sales.

To work with private landowners and prospective investors to create economic

opportunities through compelling development incentives.

The Coffs Harbour City Centre Masterplan 2031 will be a living document that
Through upfront investment in the public domain the City Centre may experience a development renaissance which will position it as a vibrant 21st Century City.
delivers short-term activation strategies and lays the groundwork for longer
term dreams.

City Centre Masterplan 2031 • Coffs Harbour City Council • 5

 OBJECTIVES To Deliver
ST
NEE
OO At night, Coffs City Centre will come vibrantly to life with decorative lighting and light
M
ST
E ON shows playing within the iconic shade sails whilst enhancing the safety and security
AR D
QU OR of those out enjoying the cafés and al fresco dining that spills into the public domain.
YS G
CIT
HA
RB
OU The implementation of the Strategies and Projects This community revival is the commendable result of
R
DR contained within this Masterplan are proposed to meet the economic interests leading by example. The Masterplan
IVE demonstrates their commitment to the growth and
City Centre Objectives below.
PA evolution of the City Centre and to the establishment of
R K
AV Coffs Harbour’s CBD will be transformed and re-branded as Coffs Harbour as the regional capital and a world class
ENU Coffs Harbour City Centre. tourism destination.
E
ST
A collection of lifestyle assets including pools, gyms, parks,
RL Current City Centre streetscapes will be enhanced as linear
EA parks with trees, shrubs, street furniture and additional walkways, cycleways, playgrounds, library, art gallery and
shade sails strategically located to identify the City Centre, day spas will continue to be developed, enticing inner city
welcome visitors and provide clear pedestrian links and residential living as well as increased daily visitation.
weather protection along key connections.
Key City Centre Street Projects will improve connectivity, legibility and contribute to the City Centre brand.
The communal, social and cultural wealth of Coffs Harbour
Through traffic will be directed around the City Centre by a will be enhanced through realising the full potential of
series of clearly marked ring roads while movement within government assets including land, buildings and services.
the area will be slowed, creating a safe, friendly zone for
pedestrians, bikes, and mobility scooters. Several strategic sites will be targeted to deliver a new
ST cultural, entertainment and civic building which may be
N EE At night, the City Centre will come vibrantly to life with located separately or multi- functionally according to
OO decorative lighting and light shows playing within the funding and commercial opportunities. Preference will be
M
E ST iconic shade sails whilst enhancing the safety and security given to locating these community assets as close to the
AR ON
SQU RD of those out enjoying the cafés and al fresco dining that City Square as possible subject to delivering the highest
CIT
Y GO spills into the public domain. level of community benefit.
HA
RB Whilst encouraging more sustainable transport, we are
OU The City Square will become the beating heart of the City
R conscious of the need to protect and enhance business
DR Centre, with an outdoor performance space featuring
IVE social and cultural events and attractions intermixed with viability. Great care is to be applied to the integration of
PA bustling night as well as day markets, full of fresh local City Centre user traffic, public transport, carparking, cycling
R K
AV produce and wares from local creative industries. and pedestrian movement to ensure the maximisation
E NU of all these resources and their continuing improvement.
E Greater utilisation of existing parking facilities will be
Wide footpaths, strategically placed cycleways and
ST attractive, landscaped thoroughfares will make the City achieved by the improvement of access and security and
RL Centre safer and more accessible for visitors and locals the relocation of long-term parking to the outer perimeter.
EA
alike. The visual appeal and easy access will encourage
‘Street Greening’ will enhance the streetscape experience, attracting visitors and encouraging walking and cycling. walking and cycling, promoting a healthier lifestyle and
less reliance on motor vehicles.

City Centre Masterplan 2031 • Coffs Harbour City Council • 6

Street Reconfiguration Project for Park Avenue demonstrating ‘street efficiency’ benefits including street greening and widened pedestrian footpaths.
Strategies and Projects
The Coffs Harbour City Centre Masterplan 2031 is not just
another planning document. It represents a new approach to
City design by 1) viewing collaboration of public and private
actions as an evolving process 2) recognising the value of quick,
affordable tools in creating instant impact and promoting long
term change and 3) aligning strategy with projects to build
towards a pragmatic utopia.
This approach towards a pragmatic utopia is supported by the
goal being a vibrant, connected and green City Centre. Rather
than being viewed in isolation, there exists a fertile overlap
between each goal where the maximum benefit for the City
Centre can be achieved.
It is on this basis, the city-wide Strategies and place-specific
Projects have been conceived. They are the heart of the
Masterplan. The Strategies provide the overall framework
for improving the urban vitality of the City. The Projects
often get the most attention as they are implemented, such
as an improved City Square, a new Cultural Building and
the like. What is important to remember though, is that it
is a commitment to the long term Strategy that ultimately
reconciles and diffuses any short term frustration caused by
a specific Project as the City transitions to a more resilient,
sustainable and prosperous future.
City Centre Masterplan 2031 • Coffs Harbour City Council • 7
Strategies


KEY CONNECTIONS (S- KC)
BIKE PLAN (S- BP)
PARKING (S- P)
10
12
14
CITY CENTRE LEGIBILITY (S- CCL) 16
BRAND POSITIONING (S- BP) 17
CITY CENTRE MANAGEMENT (S- CCM) 18
STRATEGIC SITES (S- SS) 20
REAR LANE ACTIVATION (S- RLA) 21
DEVELOPMENT INCENTIVE POLICY (S- DIP) 22
RESILIENCE AND FLOOD PLAN (S- RFP) 23

City Centre Masterplan 2031 • Coffs Harbour City Council • 8

 Access and Movement

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One of the key objectives of this Masterplan is to achieve a

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connected City Centre. The Strategies and Projects outlined

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within the Masterplan will result in an environment where there

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is a balance between the pedestrian, cyclist, public transport
SHOWGROUND and private vehicle. Equitable access will be key to the evolution
of the City Centre towards 2031.
KORFF
STREE
T The plan opposite illustrates the multi- modal intent of the
Masterplan and compatibility of the transport systems. The
Details below are discussed as components of the Strategies
ELBOW
STREET and Projects within the balance of this document.
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City Centre Study Area Boundary

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Existing Block

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Existing Building Footprint

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Development Outside Study Area

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Pedestrian Connection
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Street Reconfiguration
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Details

1. Gordon Street- Trial ‘Display Street Reconfiguration’

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2. Coffs Bridge Upgrade

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3. Duke Street Extension
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4. Castle Street Carpark- New Rooftop Sail and Lift

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Figure 1. Access and Movement Plan. 0m 100 200 N

Coffs Harbour City Centre- Access and Movement City Centre Masterplan 2031 • Coffs Harbour City Council • 9
 Strategy: Key Connections
(S- KC)

BE
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5.

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Principle: A City Centre movement network should allow safe and
equitable access for cars, pedestrians and cyclists. By providing a
SHOWGROUND

KORFF
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number of routes and a hierarchy of thoroughfares traffic can self-
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regulate and the function of the City Centre will improve.
10.
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6.
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Finding: The city benefits from a robust street network however,

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there are a number of missing links. Completing these missing links
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will improve the legibility and permeability of the City over time.

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Benefits:

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4. 8.

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8. • To alleviate current capacity issues encouraging drivers to

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8. 7. • To accept driving slower in order to be a part of the retail,

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civic and cultural experience of Harbour Drive;

A AVEN

LITTLE STREET
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MARKET STREET
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• To improve pedestrian connections across the Pacific

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Highway;
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mid- block pedestrian connections as part of private

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development; and
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9. • To provide a recreational loop for pedestrians and cyclists

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connecting the City Centre to parks and natural assets.

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+

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0m 100 200 N Projects: Cost:
Facilitate the function of an outer ring road. N/A
Establish a City Centre inner ring road. N/A
1. Police Station redevelopment is to retain the public 2. Future redevelopment is 3. Coffs Central 4. Pedestrian 5. Pedestrian crossing to be
connection between Lyster St. Carpark and Pacific Hwy. to retain public connection to provide for crossing from included at Beryl St. (Justice
Provide and formalise the Duke St extension as $300,000
and between Moonee St. Carpark extended mall Moonee St. to Precinct) signals. Note: Funded
a permanent component of the inner ring road.
Improve Pacific Hwy pedestrian crossing. and Vernon St. access. Harbour Dr. by State Government.
Incorporate pedestrian crossings with City Sail TBD
Projects including Pacific Hwy/ Harbour Dr
6. Improve Coffs Creek Bridge to
intersection.
increase cycle and pedestrian use.
Upgrade the Coffs Creek Bridge. $36,900
Extend the right turn lane onto Albany St to $200,000
7. Formalise the proposed 8. Complete and connect rear laneways for rear vehicle access encouraging 9. Extend the right turn lane at the intersection of Pacific Hwy alleviate current capacity issues and ensure
Duke St. connection. new development to address open space and key streets. and Albany St. satisfactory operation into the future.
10. Establish a City Centre ring road with the Pacific Hwy and Coff St. and 11. Facilitate outer ring road Incentivise private developers to realise the N/A
Albany St. as key connection points. (diagram overleaf). mid- block pedestrian connections and rear
laneways.
Coffs Central to provide extended mall access. N/A

Figure 2. Key Connections Plan.

City Centre Masterplan 2031 • Coffs Harbour City Council • 10

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LEGEND

CITY CENTRE

CITY CENTRE OUTER RING ROAD

STA PACIFIC HIGHWAY
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IVE

11. Strategy: Key Connections (S- KC) - THE OUTER RING ROAD
0m 200 400 N
City Centre Masterplan 2031 • Coffs Harbour City Council • 11
 Strategy: Bike Plan (S-BP)
Principle: The greatest revolution of sustainable transport
underway in progressive cities is welcoming bikes into the City
Centre as a viable alternative transport choice. By shifting even
KORFF
STREET

ELBOW
STREET CO

STREET
PLACE
a portion of people going to work onto a bike cities significantly
SCARBA FF
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benefit socially, economically and environmentally.

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Finding: The opportunity exists to extend the existing cycle
MCLEAN HA
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LITTLE STREET R

MARKET STREET
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network into the City Centre and provide the framework for a
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balanced, sustainable transport network to evolve over time.
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Benefits:
N

• To appeal to an emerging demographic;

Coffs Harbour City Centre- P
Proposed Cycleways
y
Coffs Harbour Existing Cycle Route Map (excerpt and design overlay).. • To provide opportunities to leverage off of associated retail
uses such as bike rental and repair shops;
0m 100 200

• To increase retail sales along bike routes consistent with

Connects to Pacific research findings into retail spending patterns;
Hwy cycleway
• To facilitate a shift in modal choice resulting in additional
KORFF
< 1 min to parking capacity;
Coffs Creek
STREE
T

• To use the Gordon Street trial to observe increased cycle

ELBOW
STREET
cycleway activity and monitor the areas where bicycles are parked
CO
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informally and provide formal parking and end of trip

SCARB FF
GAI PLA

A STRE ST
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facilities in these locations; and
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• To most efficiently utilise City Centre land when 10 parked

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bikes occupy the same area as one parked car.
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Projects: Cost:
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R DO Use Gordon St between Coff St and Harbour $275,650
GO

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Dr as the trial for a separated cycleway and
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3 min to
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intersection performance.
MCLEA
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Botanic
Gardens
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LITTLE STREET
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MARKET STREET

DR
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Adopt the City Centre Bike Plan. N/A
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Strengthen and promote Ride-To-Work Day Refer to (P- EP)
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p.57
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and family cycling events and education days.
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10 min
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to Jetty Provide +100 bike racks and end of trip TBD

Connects to facilities at locations identified through
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Pacific Hwy
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observation of ad- hoc parking locations.

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cycleway 3 min to
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Thompson Rd Incorporate end of trip facilities into the Bus TBD

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cycleway Hub and into new developments in the City

Figure 3. Bike Plan. 0m 100 200 N
Centre core as required over time.

Coffs Harbour City Centre- Proposed Cycleways

City Centre Masterplan 2031 • Coffs Harbour City Council • 12

 2012: 4,500 residents are within a 5 minute bike ride of the City Centre.
2031: 9,000 residents within a 10 minute bike ride of the City Centre.

5m
in/ 1
.6km

10
m
in
/3
.2k
m

Strategy: Bike Masterplan (S-BP)- THE IMMEDIATE POTENTIAL

City Centre Masterplan 2031 • Coffs Harbour City Council • 13
 The Cultural Centre at the
City Square would provide an
The Castle Street/ Riding
Lane Carpark extension could Strategy: Parking (S-P) SUMMARY:
integrated parking solution at provide an additional 40 spaces
the core of the City Centre. over 3 levels= 120 spaces Principle: A mix of limited and unlimited, paid and unpaid The core of the City Centre study area is at parking
carparking that is appropriately located, accessible, safe and ample capacity.
is the basis for ensuring retail success.
By 2031 an additional 630 short term parking
Finding: The free supply
Addi
of parking in the core of the City Centre is
spaces will be needed.
near capacity. Employees Requ
occupy spaces for longer term parking. If
visitors can’t park, they can’t shop.
Any spaces lost through the Street Reconfiguration
@ 20 Project within this Masterplan are balanced out by
Benefits:
KORFF
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= 1.6 the under utilised spaces on the City Centre fringe.

EL
LBBOW ST • To drive retail and commercial activities;
TRE ET CO = 5%
CE

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The new shade sail and lift at the Castle Street
SCARB
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• To provide for additional

= $1 capacity for community, civic and
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cultural activities; Carpark will increase the utilisation rate of the 170
CH STR
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empty upper level spaces.

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• To improve parking capacity in the short- term;

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By ‘finding’ the above spaces we are left needing
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• To utilise sites immediately outside the City Centre to
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460 spaces by 2031.
ON
supplement City Centre long term parking requirements;

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RD • To encourage use of 170 under utilised spaces on the roof of The current demand in the City Centre is
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the Castle Street Carpark and investigate expansion here;

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approximately 2,461 parking spaces.
KE
DU • To promote use of sustainable transport;
HA
The additional 2031 demand of 460 spaces could
MCLEA
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LITTLE STREET R
• To reduce the need to over- deliver carparks; and cost up to approximately $8M to construct as a
MARKET STREET

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carpark.
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• To encourage immediate development investment.

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Projects Cost: If 10% of existing and new drivers shift to another
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mode of transport across the City Centre:

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Convert 100 ‘all day’ carparks in the Castle St N/A
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Carpark to 3 hour parking.
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= reduction of approximately 300 parking spaces

Provide shade sails/ lift at Castle St Carpark. $900,000
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= approximately $4.9 million carpark savings

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Enforce short- term parking limits using rangers N/A

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and scanner technology.

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Figure 4. Potential Parking Location Plan. 0m 100 200 N

Increase utilisation rates of existing spaces by $375,000
upgrading and ensuring a basic level of safety, NOTE: The above parking assumptions have been part of preliminary
cleanliness and convenience at Castle St and investigations undertaken with GTA Consultants. Detailed findings are
Coffs Harbour City Centre- Decked Carparking Capacity Park Ave Carparks and amenities at Riding Ln. provided within the Masterplan Transport Report.

POTENTIAL CARPARK FUNDING MODELS Revise S94 specifications to fund the Castle St/ N/A
Riding Ln Carpark expansion.
• Joint Ventures with a private developer using existing Council owned
land; Installation of +100 bike racks to promote TBD
cycling to work.
• Government Grants;
Provide cycle and bus infrastructure to achieve Refer to (P- SR)
• Special Infrastructure Contribution; the modal shift goal of 10%. p.42
• Select charging for parking; To encourage private development of additional N/A
• One-off rates payment; carparks over the long term at potential
locations identified in Figure 5.
• Leasing Options; and
To improve the legibility of the bay markings to TBD
• Crowdfunding. encourage proper use.

City Centre Masterplan 2031 • Coffs Harbour City Council • 14

 Legibility

BE
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L
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One of the key objectives of this Masterplan is to ensure that
SHOWGROUND visitors to the City Centre are easily able to experience the City’s
natural and urban assets and to encourage them to stay longer.

KORFF
STREE As the City Centre transforms into a 21st Century City, the
T
Strategies and Projects outlined within this report will provide
a framework for the City to be known by visitors as a unique,
ELBOW memorable and accessible destination.
STREET

EET
CO
ACE

SCARB FF
A STRE The plan opposite illustrates the numerous Strategies and

EE STR
ST
GAI PL

EET
ET RE
ET Projects that will reinforce the Vision for the City Centre. The
CH STR

Details below are discussed as components of the Strategies

GUNDA

MOON
and Projects within the balance of this document.

AY
W
MURDO

GH

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HI

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IC
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ST
STREE VE

IF
WEST HIGH RN

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LEGIBILITY

PA
ON

ST
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CA

ET
RE City Centre Study Area Boundary

RE
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ST
3.
T

Existing Block
STREE

ON
RD
Existing Building Footprint

2.

GO

ET
LYSTER

Development Outside Study Area

RE
ST
1. Pacific Highway

KE
DU
Street Reconfiguration

City Centre Main Street

MCLEA
N STRE
ET City Centre Supporting Street
LITTLE STREET
MARKET STREET

Roundabout Retrofit

City Centre Gateway

ET
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PA City Sails
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AV HA
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E City Sail To Be Relocated

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NU RB
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E Signage-
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AL IV City Centre Entry Post

FT

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BA E E
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Key Streets Entry Post

ST

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RL

ET Relocatable Median Banner

EA

City Centre Information Post 1

City Centre Information Post 2

ET
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Direct Main Street Access
ST
AO

Details
AC
R

1. City Square Public Domain Improvements

CU

2. Moonee Street Entry Statement

3. Harbour Drive Right Turn From South

Figure 5. Legibility Plan. 0m 100 200 N

City Centre Masterplan 2031 • Coffs Harbour City Council • 15

 Strategy: City Centre
KORFF
STREE
T
Legibility (S- CCL)
ELBOW
STREET CO
CE

SCARB FF
GAI PLA

A STRE ST
Principle: A coordinated wayfinding strategy should celebrate
EET
ET RE
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CH STR the entry to the City Centre, improve access, signage and
GUNDA

AY
W
MURDO

lighting whilst at the same time using streetscape planting

GH
EET

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HI

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ST
STREE

FI
and art to prioritise streets and direct visitors to destinations.
WEST HIGH

CI

LE
PA
VE

ST
RN

CA
MOON
A comprehensive wayfinding strategy contributes to a City’s

ET
ON

RE
ST

ST
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REET

identity and makes it more user- friendly; attracting and

ET

ON
RD
ST

GO

ET
retaining more visitors.
LYSTER

RE
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KE
DU
MCLEAN
STREE
T
HA
RB
Finding: The City Centre lacks an easily identifiable and
accessible entry and overall legibility. There is inadequate
OU
LITTLE STREET R
MARKET STREET

DR
IV
attraction and directional signage and general wayfinding within
E
ET
RE

PA

the City Centre itself.

R
ST

K
AV
ET
TH

E
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NU
BE

E
ST
A
IZ

N
EL

TO

ET
Benefits:
AL
AF

BA

RE
GR

NY

ST
ST
RE RL
EA
ET

Use of color & timber • To enjoy a sense of arrival when entering the City Centre;

ET
RE
plantation inspiration. • To recognise the City Centre’s Main Street, Harbour

ST
Prominent feature trees.

O
City Centre Core
CA
CU
RA Drive, and turn directly onto it from the South increasing
City Centre Gateway
capture of passing traffic;
Figure 6. City Centre Core Plan. 0m 100 200 N

• To reinforce Coffs Harbour City Centre as the ‘City of Sails;’

Coffs Harbour City Centre- Vibrant, Connected and Green
• To reinforce the significance of Harbour Drive, Park
Avenue, West High, Vernon, Gordon, Moonee, Coff and
WE VE Little Streets as the core of the City Centre;
ST RN
HIG ON
HS ST
T • To enhance and differentiate the brand and identity of the
City Centre from other places and cities;
MOONEE ST

HA Iconic Harbour Drive sails not visible

RB • To highlight the Harbour Drive and Earl Street intersection
OU
from the Pacific Hwy. Entry landscaping.
Y

R
W

DR as the eastern gateway to the City Centre.

H
IC
CIF
PA

Projects: Cost:
PA Replicate the Harbour Dr sails at key locations $1.3
R KA
VE within the City Centre. million

Implement Wayfinding Project including $128,500

attraction and directional signage.
ST
ON

Implement the Harbour Dr Access. $250,000

RD
GO

LITTLE ST
Implement Street Reconfiguration ‘Greening’ Refer to
Projects. (P- SR) p.42
City Centre Main Street

Figure 7. Key City Centre wayfinding streets. City Centre Supporting Street
Use of lighting to supplement entry statements.

City Centre Masterplan 2031 • Coffs Harbour City Council • 16

Strategy: Brand
Positioning (S-BP)
Principle: Building on the foundation of the Coffs Harbour
Township Marketing Masterplan and in particular, the village
brand for the ‘City Centre; the City Centre brand should continue
to evolve with the City. The brand and identity for Coffs Harbour
City Centre will be consistent with the Vision and will become a
critical marketing tool to revitalise the City Centre.

Finding: As Coffs Harbour City Centre grows towards the City

of 2031 its brand will need to grow and evolve in order to clarify
what makes it special and to help everyone understand this
uniqueness in the same way.

Benefits:

• To capture the City Centre sense of place as it evolves;

• To communicate and market a consistent brand for the
City Centre;
• To differentiate Coffs Harbour City Centre from its
competitors; and
• To reinforce the Vision for the City Centre regularly
through events, art and activities that are aligned with the
brand and identity of the City Centre.

Projects: Cost:
Investigate the opportunity for a re branding TBD
to occur that launches the City Centre
Masterplan 2031.

Incorporate the new brand into the signage Refer to (P- WF)
and events strategies and projects. p.30 and
(P- EP) p.57

City Centre Masterplan 2031 • Coffs Harbour City Council • 17

Strategy: City Centre
Management (S-CCM)
Principle: In order for modern City Centres to compete as an
“urban experience” against competitors the level of service, visual
stimulation, general up- keep and pride of the public domain
and shopfronts must be consistent and inspire return visits.

Finding: The management of the City Centre is not coordinated

to create a consistently high quality, memorable experience.

Benefits:

• To offer a clean, safe, accessible and modern City Centre to

visitors;
• To reposition the City Centre to be equipped to flourish in
the changing retail environment;
• To increase tourism visits and expenditure within the City
Centre;
• To lift the quality of the City Centre public domain
and shopping experience to become a worthwhile
destination; and
• To consolidate retail revitalisation efforts in order to get
the most ‘bang for your buck.’

Projects: Cost:
Establish a single, integrated board for N/A
managing the City Centre’s ‘amenity package.’

City Centre clean up and de- clutter day for Refer to

the City Centre. (P- EP) p.57
Provide hospitality training. TBD
Proactively coordinate leasing and retail mix, TBD
events and advertising.
Work with landlords to provide short term TBD
activation strategies such as displays in
vacant shopfronts, art spaces and concepts
similar to ‘Renew Australia.’

City Centre Masterplan 2031 • Coffs Harbour City Council • 18

 Key Land Use and Open
Space

BE
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The City Centre Masterplan 2031 identifies key strategic sites
SHOWGROUND within the City Centre and outlines Principles to ensure their
optimum contribution to the future vibrancy of the City Centre
whilst also providing a toolkit for realising their potential
KORFF
STREE through development incentives, activation mechanisms,
T
management and resilience planning.

ELBOW
STREET The plan opposite identifies key sites for investigation and land

T
CO
ACE

use activation linkages. Any carpark redevelopment would be

STREE
SCARB FF
A STRE ST
P considered as part of an integrated development maintaining
GAI PL

ET
ET RE
ET
existing carparking capacity. The Details below are discussed
E

EE
CH STR

as components of the Strategies and Projects within the

GUNDA

MOON

AY
balance of this document.

W
MURDO

GH

ET
HI

RE
IC
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ST
STREE VE

IF
WEST HIGH RN P

LE
PA
ON

ST
ST
2.

CA

ET
2.
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ST
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STREE

LAND USEAND OPEN SPACE

ON
P
5.

RD
GO

ET
City Centre Study Area Boundary
LYSTER

RE
3. P

ST
Existing Block

KE
Existing Building Footprint
1. P

DU
MCLEA
2. Development Outside Study Area

N STRE Pacific Highway

ET
LITTLE STREET Street Reconfiguration
MARKET STREET

Rear Lane Activation- Existing and Long Term

ET

Rear Lane Activation- New Connection Long Term

RE

PA
P R
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K Open Space Revitalisation

ET

AV HA
4.
H

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NU RB
P OU Strategic Sites For Investigation
AB

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P Parking
EL

TO

AL IV
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AF

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NY
GR

ST

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RE Details
RL

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EA

1. Future Cultural Building Redevelopment Site- Long Term

2. Entertainment Centre Investigation Sites

ET
3. City Square Public Domain Revitalisation and Event Space

RE
ST 4. Skate Park
O
CA

5. Rear Lane Activation- Trial Artist’s Lane

RA
CU

Figure 8. Key Land Use and Open Space Plan. 0m 100 200 N

City Centre Masterplan 2031 • Coffs Harbour City Council • 19

 7. Council Site Amalgamation/ Acquisition:
Strategy: Strategic Sites
KORFF
STREE
•
•
Significant single block landholding
Castle St carpark opportunities (S-SS)
T
• Coff Street gateway site
1. Scarba and Moonee St EL
LBBOW ST • Council administration consolidation
Carparks:
TREET CO
Principle: The identification of strategic sites for future

LACE
FF
1.
SCARB ST
A STRE

ET
ET RE

GAI P
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redevelopment opportunities within a City Centre is critical to

E
• Joint venture 1.

CH STR
GUNDA
establishing a framework for investment, growth and evolution

AY
• Integrated parking 7.

W
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of a City Centre consistent with an established Vision.

GH
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7.

HI
development

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6. Barracks:

C
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STREE

FI
WEST HIGH

CI

LE
7.

PA
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Finding: There are a number of sites within the City Centre that

CA
MOON
ON
ST 7. 5. • Residential value
RE
could contribute to the realisation of the City Centre Masterplan

T
STREE
2.
ET

6. • Park surveillance
2. Police Station redevelopment: 2. 2031 as part of future redevelopment.

ET
• Large floorplate

LYSTER

RE
ST
• Government/ State Office

KE
Benefits:

DU
• Gateway entry 3.
MCLEA HA
N STRE RB
ET
• Moonee St activation
OU
LITTLE STREET R • To re- brand the City Centre as a modern retail,

MARKET STREET
DR
IV
• Pedestrian link to carpark
E
5. Council Parkfront Properties: commercial and cultural hub;
ET
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PA
4. R
ST

K
AV
• To offer inner- city residential apartment living as part
ET

• Valued residential
H

E
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RE

NU
4. 5.
AB

of mixed use development that will contribute to safety

E
ST
IZ

• Park surveillance
N
EL

TO

ET
through passive surveillance;
AL
AF

BA
5.

RE
GR

NY
• Additional LEP height

ST
ST

RL
RE
• To leverage off of the public domain improvements within

EA
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• Ground floor activation
this Masterplan to promote redevelopment;
3. Park Ave Carpark:

ET
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ST
4. City Square Proximity: • To establish a partnership between Council and private

O
• City heart

CA
developers to deliver integrated parking solutions;

RA
CU
• City Square activation • City Centre core support site
• Cultural Building • To identify joint venture opportunities for Council; and
• Eastern site as carpark 0m 100 200 N

• Western site as boutique mixed use Figure 9. Strategic Sites Plan. • To contribute revenue to Council for long term
Coffs Harbour City Centre- Strategic Sites community projects.

Projects: Cost:
Gallery space Bus stop/ cafe Separation of Ground floor retail with at- grade
dedicated to home office from parking behind. Prepare a Redevelopment Strategy. N/A
Council apartment unit
Adopt and apply development incentives to N/A
ensure the City Centre Vision is realised.
Explore opportunities for public/ private N/A
partnerships to realise best practice design
outcomes.
Consider Moonee and Lyster St carparks N/A
as integrated carparking and joint venture
opportunities.
Consider redevelopment of the Police N/A
Station site for Government/ State Office use.

Innovative development principles for consideration.

City Centre Masterplan 2031 • Coffs Harbour City Council • 20

 Strategy: Rear Lane
Activation (S-RLA)
KORFF
STREET

ELBOW

E
STREET CO

AI PLAC
SCARBA FF

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STREET ST
RE

H STRE
ET

GUNDAG

AY
Principle: Successful cities have demonstrated that a Rear Lane

W
MURDOC

GH
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EE
HI
EE STRE

R
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ST
FI
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WEST HIGH STRE

CI

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Activation Strategy can contribute to the economy of a City Centre

L
PA

ST
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CA
MOON

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ON

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STREET

ST
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by supporting conventional retail and diversifying investment

ON
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RD

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GO

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LYSTER

R
ST
opportunities.

KE
1.

DU
MCLEAN HA
STREET RB
OU
LITTLE STREET R

MARKET STREET
DR

Finding: The network of public rear lanes has the potential to play
IV

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ST
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K

H
a dynamic and active role in the future of the City Centre linked to
AV

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AB
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1. Park Avenue Lane- Existing.

IZ

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redevelopment over the long term.

RE
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Benefits:

ST
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CA
RA
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0m 100 200 N

• To broaden the economic base of a City;

Figure
Coffs Harbour City 10. Stage
Centre- 1- Trial
A Better CityActivation-
for Walking Park Avenue Lane.
• To support traditional retail;
Park Avenue Lane has small spaces attached • To attract investment and new residents who are interested
to the laneway that are perfect for quirky in inner city lifestyle;
community gathering and event opportunities.
• To clean up and improve safety within under utilised public
rear lanes in the City Centre;
Public art in the City Centre can function as
protection from sun and frequent rain whilst • To reinforce the City Square as the focal point of the City
activating spaces and promoting local and Centre for events;
youth artwork.
• To showcase local artists and promote laneway art events;
Activated laneways supplement streets and public
• To activate a secondary pedestrian movement network; and
spaces to form a network of various experiences and
possibilities. • To create a series of engaging and vibrant smaller spaces.
KORFF
STREET

ELBOW
Projects: Cost:

E
STREET CO

AI PLAC
SCARBA FF

ET
STREET ST
RE

H STRE
ET

GUNDAG
Opportunity for range of evening activation. Trial Park Ave Ln as the pilot project for an $100,000

AY
W
MURDOC

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E T
HI

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‘Artists Laneway Event’ with the City Square.

IC

ST
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F
WEST HIGH STRE

CI

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TL
PA
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CA
MOON

E
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STREET

ST
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ON
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RD
Provide clean- up, lighting and security Refer to (P-

T
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LYSTER

RE
ST
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measures to promote safe use of Park Ave Ln CQ) p. 33

DU
MCLEAN HA
STREET RB

and the City Square.

OU
LITTLE STREET R

MARKET STREET
DR
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ET
E

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PA

ST
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K

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Prepare a Rear Lane Activation Strategy for N/A
E

IZ

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ST
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the balance of the rear lanes.

RL
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Provide lighting and security measures in TBD

O
CA
RA
CU
0m 100 200 N accordance with the Rear Lane Activation
Coffs Harbour City Centre- A Better City for Walking Strategy and in partnership with private
Figure 11. Stage 2- Long Term Rear Lane Activation. development as it occurs.

Greenery and art add instant life to a space. Retain the existing network of rear lanes and N/A
encourage additional connections as part of
new and private development in accordance
with Figure 11.

City Centre Masterplan 2031 • Coffs Harbour City Council • 21

Strategy: Development
Incentive Policy (S- DIP)
Principle: To create an incentive for the private sector to
develop within the City Centre and contribute to the realisation
of the City Centre Masterplan 2031.
Finding: In the current financial climate, any steps Council
can implement to de-risk development will be attractive to
developers and lenders.
There are a variety of strategies including Developer Incentives,
Development Application Process and Public Improvements
that can provide the incentive. They include:
Developer Incentives:
• Whilst some incentives exist, such as an increase in
building height and FSR the opportunity exists to
improve the effectiveness of these actions by clearly
articulating the additional building capacity that will be
approved if specific public benefits are provided in the
City Centre. Benefits typically include:
-- Provision of on-site affordable housing;
-- On-site civic support spaces dedicated to culture, the
arts, bicycle infrastructure;
-- Green buildings that exceed the standard rating
under the Commercial BASIX Code;
-- Create new public space identified by the
Masterplan, including plazas, pedestrian passages
and new connections;
-- Building height bonuses that are proportionate to
the permitted height; and
-- The viability of fine grain redevelopment of the City
Centre is difficult because of the necessity to provide
on-site parking. Council could remove the necessity
for sites of a certain size to provide any on-site
parking. Instead, a discounted cash contribution to a
Public Parking Fund shall be provided.
Development Application Process:
In the current financial climate, de-risking the approval process
for the private sector may provide an incentive for developers
to invest in the City Centre. Initiatives Council may implement
to assist with this include:
• Reducing or staging DA fees;
• Streamlining the DA process to provide certainty on
timeframes; and
• Provide DA lodgment assistance.
Public Improvements:
There are a variety of strategies that can provide incentives
for existing owners or tenants to deliver the City Centre
Masterplan. They include:
• Council recognises that shopfronts without awnings
reduce the pedestrian experience, protection from the
elements and alfresco dining. Through the Awning
Addition Grant Program Council seeks to encourage
owners or tenants to add an awning to a shopfront
which, without financial assistance, may not be able to
occur. The applicant must make a matched contribution
of cash only, not ‘value-in-kind’, to the project. Matched
grants would be considered for this program.
• Council recognises that blank walls detract from
pedestrian life and a sense a safety. Through the Blank
Wall to Active Frontage Grant Strategy Council seeks
to encourage owners or tenants to activate blank walls
through public art, including opening new shopfronts
onto streets, murals, lighting and other measures which,
without financial assistance, may not be able to occur.
The applicant must make a matched contribution of
cash only, not ‘value-in-kind’, to the project. Matched
grants would be considered for this program.
• Council recognises that public life and creative events
contribute to economic resilience and strengthen
local spending. Events also create opportunities for
community and business participation on a broad
scale. It is also recognised that major events can deliver
significant tourism benefits. A diverse events calendar
adds a further layer of experience for visitors to Coffs
Harbour and can provide the impetus for an initial
visit, a return visit, or a longer stay. As such, Council
has a Creative Event Sponsorship Program aimed to
complement local initiatives rather than providing all
the funding.
Projects: Cost:
Develop and adopt a Developer Incentives $100,000
Program.
Develop and adopt a Parking Discount N/A
Program and Public Parking Fund.
Develop and adopt an Awning Addition N/A
Grant Program (refer to Appendix 1:
Landscape Materials and Masterplanning for
detailed specifications).
Develop and adopt a Blank Wall to Active N/A
Frontage Grant Strategy.
Develop and adopt a Creative Event N/A
Sponsorship Program linked to the City
Centre Events Program
City Centre Masterplan 2031 • Coffs Harbour City Council • 22
 No space for tree
Strategy: Resilience and
planting. Flood Plan (S-RFP)
Principle: Flood planning and development solutions must be
balanced with a retail and public domain interface that facilitates
the highest levels of retail performance within a mixed use
Kerb as a environment and the best City Centre function on a daily basis.
Elevated shops do not barrier for
welcome passersby. drivers to Finding: The majority of the City Centre is subject to 100-
access the year ARI flood event and therefore requires development in
footpath. accordance with the flood planning level defined as the level of a
1:100 ARI flood event plus 0.5 metre freeboard.
+0.5M Freeboard
Benefits:
1:100 ARI
Level change infrastructure consumes the public domain.
• To put in place resilience- planning for the City Centre;

Ad- hoc, cluttered public Insufficient space for • To promote high patronage of shops within the City
domain- stairs, ramps, railing. tree planting. Centre by retaining a direct relationship between the
footpath and adjoining retail shops;

Figure 12. Section 1: Typical flood design resolution under current policy. • To promote a quality and consistent public domain,
particularly where multiple land ownership and
development may lead to ad- hoc solutions;
• To maximise public and private interaction on streets and
public spaces; and
• To minimise financial impacts on retailers resulting from
Merchandise safe zone water exposure.
during infrequent flood Manageable level
events. change for drivers to Coffs Harbour Flooding Extents Map, 2006. Projects: Cost:
access shops directly.
Flood planning level Adopt a resiliency strategy to ensure that N/A
resolved internally. planning for periodic flooding does not
adversely impact on the City Centre on a daily
basis.

Lead a public/ private partnership to provide N/A

Extension of shopfront advice to shop owners regarding flood
into the public realm. planning options and consider a grant
scheme for key flood path properties.
+0.5M Freeboard Assist property owners in retro- fitting of TBD
1:100 ARI flood mitigation devices such as flood gates
to existing developments.

City Centre drainage by-pass (concept and $1.9

Usable footpath width retained for cost/ benefit analysis). million
Flood capable zone. people and trees as buffer to street.
Resolve Harbour Dr /Gordon St overland $700,000
Flood planning level achieved within the shop. flow path as part of Coffs Central.
Figure 13. Section 2: Alternative food design resolution- internal.

City Centre Masterplan 2031 • Coffs Harbour City Council • 23