UNLOCKING ECONOMIC POTENTIAL THROUGH PLACE Cumberland’ s economic data shows that while town centres contribute significantly to employment and local GDP, many public spaces in these centres are underperforming assets. By improving public realm quality through placemaking, the Council is tapping into latent economic potential.
Recent local economic reports indicate a positive trend in areas with activated public spaces, showing increased retail turnover and a rise in new business registrations. These improvements have also been linked to higher property values and greater demand for commercial spaces, driven by enhanced urban amenity. Additionally, there has been notable growth in creative and small-scale enterprises, supported by the flexible and welcoming nature of these revitalised public areas.
For local governments with constrained budgets, placemaking offers a costeffective strategy to stimulate economic growth. Enhancements to public spaces require modest capital investment but can generate outsized returns in local economic activity and social benefits.
By embedding placemaking within our Economic Development Program, Cumberland demonstrates how strategic urban interventions can complement traditional economic development tools like business incentives or infrastructure upgrades.
STRATEGIC PLANNING AND PLACEMAKING: A SYMBIOTIC RELATIONSHIP Strategic urban planning and placemaking are deeply interconnected. Planning sets the vision and regulatory framework, while placemaking provides the hands-on design and community activation necessary to realise that vision.
When strategically integrated, placemaking significantly contributes to economic development in multiple ways. It enhances the competitiveness of local centres by creating attractive, accessible public spaces that appeal to retail, hospitality and cultural industries. These environments also support entrepreneurship by providing opportunities for small business incubation, pop-up markets and creative enterprises. High-quality public spaces improve overall liveability, making it easier to attract and retain a skilled workforce. Furthermore, visible community and government commitment to placemaking signals stability and vibrancy, encouraging further private and public investment.
Economic development practitioners can harness the power of placemaking by partnering early with urban planners, transport agencies and community groups to ensure objectives are aligned from the outset. Employing data-driven approaches to measure foot traffic, economic indicators and social outcomes after activation is essential for tracking impact and informing future initiatives. Practitioners should also adopt flexible, adaptive programming that can respond to community feedback and evolving economic trends. Leveraging government funding programs, such as Safer Cities, allows placemaking efforts to be pursued with a clear economic focus. Additionally, it is important for practitioners to advocate for the use of integrated metrics that extend beyond traditional economic indicators to also encompass safety, social inclusion and environmental sustainability.
The Guildford Laneway project presents a strong, replicable model for other local government areas aiming to revitalise their local economies through placemaking. One of the key lessons from the project is the importance of cross-sector collaboration. Success was achieved through coordinated efforts between transport, planning, cultural, community engagement and economic development teams. This integrated approach ensured that the interventions were well-rounded and responsive to the complex challenges and opportunities present in urban spaces.
Another critical insight is the alignment of social equity, environmental sustainability and economic benefit. Revitalising public spaces to be safe and inclusive helps attract a more diverse demographic, which in turn fosters economic resilience and supports local businesses. Inclusive placemaking also addresses social isolation and economic marginalisation, both of which pose long-term risks to community stability. Additionally, environmentally sustainable practices, such as the integration of green infrastructure, pedestrian-friendly design, and the promotion of active transport, not only enhance community wellbeing but also generate long-term economic savings.
CONCLUSION Placemaking has evolved from a community engagement tool into a powerful driver of economic development. The revitalisation of the Guildford Laneway in Cumberland City Council illustrates how carefully planned, community-informed public space improvements can stimulate local business activity, enhance safety and foster social inclusion.
For practitioners in local government and economic development, this case demonstrates the importance of integrating placemaking with strategic planning and economic objectives. By doing so, they can unlock hidden economic potential, create vibrant urban centres and contribute to resilient, inclusive economies.
As Australia continues to navigate postpandemic recovery and urban growth challenges, the lessons from Cumberland underscore that investment in public spaces is not just about amenity, it is a strategic economic development imperative.
ABOUT THE AUTHORS
CHRISTOPHER MANOSKI In his current role as the Manager for Place and Economy at Cumberland City Council, Christopher Manoski plays a pivotal role in connecting Economic Development, Place Making and Activation, and Smart Cities initiatives. Christopher holds a Bachelor’ s in Social Science, and Post Graduate qualifications in Policing, Counter Terrorism and International Security, as well as Smart Cities Infrastructure Management. Christopher brings extensive experience across Local and State Government and the Not-for- Profit sector. Having led many award winning place development projects in his career, Christopher was named the 2025 Government Leader at the Digital Built Australia Awards, underscoring his commitment to shaping innovative, vibrant communities across Western Sydney and beyond.
DANIEL CAVALLO Daniel Cavallo is a planner with experience in land use, transport and infrastructure planning. He has a Bachelor of Planning and a Master of Commerce( International Business), both from the University of
NSW, and is also a Fellow and Registered Planner of the Planning Institute of Australia. Daniel has been with Cumberland City Council since 2019, where he led the preparation of Cumberland City’ s first planning framework and planning controls, and continues to support the future of Cumberland through leading the planning and design of local infrastructure across Cumberland’ s spaces and places. In 2020, he received a commendation as Planner of the Year at the PIA NSW Planning Awards for Excellence, in recognition of his outstanding contributions to the planning profession.
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