As the higher education sector experiences ever- increasing competition (both at a domestic and international level), a key developmental objective of Australia's universities is to create and maintain innovation precincts and an amenity-rich environment that will enhance the university experience for students, staff and community members and advance the university's reputation domestically and internationally.
Place making and place activation are essential elements of a successful university precinct development and are critical to achieving that objective as they:
- build a sense of ‘place’ or ‘community’;
- create environments in which local and international students want to live, work and play
- create opportunities for not only the university community but the wider community to socialise; engage in educational and cultural activities and events; and
- encourage and facilitate business investment and collaboration between the business community and the university community.
What is place activation?
Australia is a world leader in place making and place activation. One needs only to consider how our major cities have been transformed in recent years with new civic spaces; enhanced public domain; and a wealth of attractions, events and activities to draw locals and visitors alike.
Examples of place activation include:
- market spaces for artists and entrepreneurs;
- corporate, sporting and other special events;
- introduction of retail premises;
- major cultural and community events;
- outdoor cinemas and concerts (paid and free);
- art installations;
- family and children's activities; and
- food stalls and vendors.
Behind the scenes
Place activation is supported by 'behind the scenes' place management and associated works including:
- preparation and maintenance of public domain for place making activities;
- the construction of temporary physical structures and supporting infrastructure that may be required for certain activities (stages; barriers; temporary venues); and
- facility and asset management (cleaning and maintenance).
Routine facility and asset management may need to be carried out to a higher standard or more frequently due to the nature and intensity of place making activities.
Cost of place making and governance
Depending upon the level of private sector involvement in broader development activities on campus, the cost of place activation may be borne by the university or shared with its private sector development partner(s) and tenants.
Where the cost is shared, the collection and administration of place making contributions will more than likely need to be handled by the university. Compliance with the university's enabling legislation is a given and appropriate governance arrangements will also need to be implemented. The usual expectations around transparency and accountability will apply.
The private sector is likely to be supportive of place activation. When done well, place activation will enhance the value of any private sector investment over time by generating greater levels of demand for lettable space on the campus and greater levels of activity generally from increased patronage from students, staff and the wider community.
Good governance is the key to success, recognising that governance is the way stakeholders work together collaboratively to achieve a shared vision. In our experience, successful place activation in our cities has been underpinned by an effective committee structure, providing a forum through which the university can engage with and keep key stakeholders well informed about key aspects of place activation planning, funding and implementation to the extent that it affects their interests.
Legal arrangements
A number of legal arrangements will be required to underpin the sort of place management and place making activities canvassed in this paper.
Examples include:
- precinct management and place making agreement between the university and relevant private sector development partners and tenants, pursuant to which the parties' involvement in the overarching governance structure is established and the place making contribution is paid and administered;
- standard public and ticketed events licences which may be granted to professional event organisers or other private sector parties; and
- 'pod' licences for short term food and beverage pods and food trucks and leases for permanent food and beverage (or similar) venues.
The take-away
Place making and place activation is recognised as a key driver of success of our major urban renewal projects and innovation precincts. As such, it should be factored into the early planning of new projects along with planning and design, procurement and project delivery.