Client
Hamton & Moonee Valley Racing Club (MVRC)
Sector
Mixed-use
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Our Service
- Customer Research
- Stakeholder Engagement
- Best Practice and Trends
- Place Value Proposition
- Experience Strategy
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Transforming Moonee Valley Racecourse into Australia’s most liveable community
A collaborative vision to redefine Moonee Valley Racecourse as a benchmark for liveability, lifestyle and community engagement.
What we did
We facilitated a series of visioning workshops to articulate the future identity of the Moonee Valley Racecourse redevelopment – now known as Moonee Valley Park. Our process defined the Place Value Proposition, Precinct Positioning and Experiential Overlay, creating a clear and actionable framework for design and activation. Drawing on extensive research and stakeholder input, we established key pillars for the redevelopment, including distinctive quality, welcoming accessibility and dynamic social engagement. This work was complemented by global benchmarking and localised insights to ensure alignment with Melbourne’s cultural and lifestyle trends.
What we achieved
Our strategy provided the MVRC and Hamton with a cohesive roadmap to guide the redevelopment, positioning Moonee Valley Park as a magnet for diverse audiences. The Place Value Proposition reinforced its identity as a vibrant, liveable and inclusive community, supported by tailored precincts, world-class amenities and year-round activation. This approach not only enhanced the appeal of the redevelopment but also laid the foundation for long-term value creation, ensuring Moonee Valley Park remains a destination of choice for residents, visitors and investors.
