typical of fast-growing urban areas: pockets of economic disadvantage, fragmented urban fabric, and underutilised spaces that detract from local amenity and investment appeal.
Against this backdrop, placemaking has become a vital tool for Cumberland to leverage its urban assets to support local businesses, improve public safety and foster a thriving local economy. The Council’ s strategic approach focuses on creating attractive, safe and activated public spaces that serve as economic and social hubs. These efforts align with the council’ s economic development objectives articulated in the Cumberland 2030: Our Local Strategic Planning Statement( LSPS), which highlights the importance of diverse and vibrant town centres as engines of economic growth and community wellbeing( Cumberland City Council, 2020).
POLICY AND PRACTICE CONTEXT: A FOUNDATION FOR ECONOMIC PLACEMAKING In New South Wales, placemaking is embedded in government policy frameworks that explicitly link public space improvements with economic development outcomes.
The NSW Public Spaces Charter( 2021) sets out values and principles to guide placemaking initiatives across the state. Notably, one of the ten principles focuses on“ local businesses and economies,” underscoring that quality public spaces support dynamic economic life and vibrant urban and town centres. This reflects a recognition that public spaces are not just community assets but also economic assets that can drive local prosperity.
Cumberland City Council is a signatory to the Charter and actively integrates its principles into local placemaking projects. This policy alignment ensures that initiatives like the Guildford Laneway project are purposefully designed to stimulate economic activity alongside improving social outcomes.
The NSW Government’ s Safer Cities Program( 2024), which has allocated $ 30 million towards enhancing perceptions of safety in urban areas, particularly for women and girls, demonstrates a government-wide commitment to making public spaces more welcoming. Safer spaces encourage greater community presence, which in turn supports local businesses and reduces economic decline due to fear or neglect.
Transport for NSW is partnering with local councils, including Cumberland, to implement place-based interventions under this program. The Guildford Laneway revitalisation is a flagship initiative demonstrating how improving safety through lighting, passive surveillance, and design activation can boost economic outcomes.
At the local government level, Local Strategic Planning Statement documents mandated by the NSW Government articulate visions and priorities for urban and economic development in each Council area. Through Cumberland City Council’ s Cumberland 2030: Our Local Strategic Planning Statement, the document identifies the enhancement of local economies through place-based planning as a key strategy. By prioritising town centres like Guildford, the Council aims to foster strong economic hubs that provide jobs, services, and amenities for residents while maintaining high quality urban environments.
CASE STUDY: Guildford Laneway, Guildford NSW
The Guildford Laneway revitalisation represents a successful placemaking project that embodies the intersection of community safety, urban regeneration and economic development.
Historically, the laneway was underutilised, perceived as unsafe and lacking in amenity, factors which discouraged public use and suppressed local business activity. The project team undertook a community-led design process to reimagine the space as an inclusive, vibrant urban connector that enhances safety and stimulates economic participation.
The project featured several key elements designed to revitalise the space and encourage economic activity. High-quality lighting was installed to improve safety and promote evening use, while street art and cultural elements were incorporated to reflect the local community’ s identity and foster pride. Enhancements to sight lines and design supported passive surveillance, increasing natural observation by residents and businesses. Comfortable seating and landscaping provided inviting public amenities that encouraged people to linger and interact socially. Additionally, community-led activation through events and pop-up markets helped stimulate local business participation and attract visitors to the area.
Since the revitalisation, the Guildford Laneway has experienced a 14.2 % increase in the value of its night-time economy, as evidenced by higher business turnover and increased foot traffic. Local businesses have enjoyed greater visibility and extended trading hours, with notable growth in patronage, particularly among women and families. Moreover, the project has fostered a stronger sense of community ownership, which has contributed to sustained economic participation and enhanced informal surveillance of the area.
These outcomes illustrate how targeted urban improvements can revive commercial vitality in areas previously overlooked or marginalised. The Guildford Laneway is not an isolated success but part of a broader placemaking strategy that Cumberland City Council has pursued with economic development as a central goal.