Client
Frasers Property Australia
Sector
Mixed-use
-
Our Service
- Customer Research
- Experience Strategy
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Transforming Central Park into Sydney’s most dynamic urban destination
A research-driven strategy to redefine Central Park as a vibrant and customer-focused urban precinct.
What we did
We delivered a multi-phase research program combining qualitative and quantitative methods to uncover the behaviours, perceptions and needs of Central Park’s diverse user groups. This comprehensive approach included face-to-face surveys conducted across the precinct, focus groups to explore underlying motivations and barriers and customer walkthroughs that provided real-time insights into user experiences and interactions with the space.
Engaging over 1500 participants, we identified key customer typologies such as residents, workers and students, each with distinct usage patterns, priorities and spend. Our research revealed critical opportunities, including the demand for a more curated retail mix, enhanced fresh food offerings and activations that resonate with the community’s desire for cultural and social connection. These findings were synthesised into actionable recommendations, supported by global best practice examples, to ensure Central Park’s positioning as a vibrant and inclusive urban destination.
What we achieved
The research revealed several strategic opportunities to strengthen Central Park’s market positioning. Key findings included the need to address gaps in retail diversity, enhance the fresh food offering to rival competitors and improve the precinct’s appeal for after-hours dining and socialising. Residents valued the precinct’s calm and community-focused atmosphere but desired more unique and higher-quality experiences. Workers and students sought greater convenience and vibrant dining options. These insights informed future strategies such as introducing boutique fashion brands, fostering a sense of pride through localised and international activations and leveraging Central Park’s “cool, creative and fun” identity to differentiate it from nearby centres like Broadway.
By aligning with these strategies, Central Park strengthened its ability to attract a diverse customer base, increase dwell times and position itself as Sydney’s leading urban destination for retail, dining and community engagement. The comprehensive approach also provided a roadmap for sustained growth and customer loyalty.
