Newcastle East Unveils Major Rebrand to Revitalise CBD and Attract Local Patrons
A significant new initiative is underway in Newcastle East, with a complete rebrand designed to inject fresh energy and attract local residents back into the city centre. The Newcastle East 2300 initiative represents a collaborative effort between CBD businesses and the East End Collective Incorporated, aiming to cement the area's reputation as a premier destination.
Funding and Strategic Focus
The campaign is bolstered by substantial financial support, including a $200,000 grant from the NSW Government's Office of the 24-Hour Economy and an additional $60,000 from the City of Newcastle's special business rate levy. This funding is strategically allocated to enhance Newcastle East's appeal, particularly after dark, addressing recent challenges in local trade that have led to some hospitality and retail closures.
Tackling Key Barriers: Parking Solutions
One of the primary obstacles to increased foot traffic in Newcastle East has been parking accessibility. In response, the initiative has secured a partnership with Hunter Parking & Storage, offering visitors affordable parking options. After 5pm, parking is available for just $5 for up to five hours, or overnight until 8am for $18, at 50 Bolton Street, Newcastle. This move is expected to significantly reduce barriers for both locals and tourists.
Broad Campaign Reach and Business Inclusion
The campaign district encompasses a wide area, stretching from the esplanade along Wharf Road to Battlesticks, and across to Darby Street, King Street, and Hunter Street Mall. Janice Musumeci, the initiative's district coordinator, emphasised that this is not solely focused on hospitality. "It is quite a broad area and a broad range of businesses. It's not just hospitality, we're also taking in retail," she stated. The initiative has invited around 100 businesses to collaborate, promoting their offerings with the newly acquired funding.
Unified Brand Identity and Community Engagement
Lukas Thodas, chair of the East End Collective and owner of The Grand Hotel, highlighted that the new brand is crafted to uplift the entire precinct. "The Newcastle East brand is a vibrant, unified identity created to elevate every business in the area, encouraging the community to rediscover, explore and enjoy Newcastle East," he explained. The public launch this week includes partnerships with Newy Tour Co and Newcastle Food Month, featuring the debut of The Newcastle East Guided Foodie Tour, a curated dining experience.
Envisioning the Ideal Newcastle East Experience
Ms Musumeci painted a picture of a perfect day out in the area, suggesting starting at the beach for an ice-cream and walk, then exploring the foreshore via e-bike from the train station. Options include a gourmet lunch at a hatted restaurant or a casual burger, followed by a movie at The Towers with its retro vibe, and finishing at Maniacs. This vision underscores the diverse attractions available, which the campaign aims to highlight.
City of Newcastle's Commitment to Inclusivity
In related news, the City of Newcastle has been recognised as an inclusive employer by Diversity Council Australia, one of only two councils in Australia to achieve this status. This marks the second time the council has been included on the annual Inclusive Employer Index, reflecting its dedication to the Inclusion, Diversity and Equity (IDE) Strategy launched in 2023. Key initiatives focus on Aboriginal and Torres Strait Islander engagement, accessibility, and LGBTIQ+ inclusion, among others.
Chief executive officer Jeremy Bath noted that this recognition is based on staff feedback, reinforcing the council's commitment to fostering a workplace where everyone feels respected and supported. This achievement aligns with the broader efforts to enhance Newcastle's community and economic vitality through initiatives like the Newcastle East rebrand.
