The Activated CityImagining the Sunshine Coast in 2040

CONTENTS

Contents

PART A

SunshineCoastVision2040 03

TheActivatedCity 06

AgentsofActivationontheSunshineCoast 07

BusinessasUsualUnderpinsGrowth 08

MeettheTribesof2040 09

Start-UpCity 10

JumpCity 11

ComparisonInfographic 14

PART B

TheSunshineCoastEvolution 15

1.TheSunshineCoast’sEarlyDays 15

2.TheSunshineCoastTrajectory 18

3.TheFormationofaBusinessHub 20

4.TheAttractionofFootlooseBusinesses 24

5.TheDevelopmentofKeyInfrastructureProjects 26

6.TheImportanceofInnovation 27

7.TheRoleofGrowthandAdministration 29

8.TheCasefortheSunshineCoast 30

FIGURES

Figure 1:SunshineCoast&AustraliaDemographicIndicatorsasa%ofPopulation 18

Figure 2:TheReimaginedCityCentre:FutureMaroochydoreCBDontheFormerGolfCourseSite 20

Figure 3:TheExpandingUrbanForm:SunshineCoastChangeinUrbanDensityandFootprint 21

Figure 4:CityofJobs:SunshineCoastUnemploymentisTrendingBelowtheAustralianAverage 23

Figure 5:WheretheJobsAre:GrowthIndustriesontheSunshineCoastOvertheLast8YearsatNovember2016 23

Figure 6:ShiftingDemographics:TrackingChangeinSunshineGrowthPopulationbyAgeGroup 24

Figure 7:DirectFlightsFromSouthEastQueensland 26

Figure 8:ProportionoftheWorkforceWhoOwnedTheirOwnBusinessbyRegionin1996&2011 27

Figure 9:SunshineCoastTourismRegionComparedtoSunshineCoastConurbation 31

TABLES

Table 1:ATop10City:TheSunshineCoasthasRisenfromNowheretoRankwithOtherBigCitiesinAustralia 16

Table 2:TheSunshineCoastbyLifeStage 17

Table 3:TheDominantIndustriesOverPrevious3Census’ 19

Table 4:MoreThanOneMillionoutof24MillionAustraliansisaUniversityStudent 22

Table 5:SunshineCoastTourismSnapshot2015 24

Table 6:TheBigRiseofSmallBusiness:TrackingSmallBusinessNumbersontheSunshineCoast 28

Table 7:MinistersontheMove:DevolutionofGovernmentDepartmentsFromCapitalCities 29

02

PART A | SUNSHINE COAST VISION 2040

APART A

Sunshine Coast Vision 2040

ComewithmeonajourneyintothefuturetotheAustralian

SunshineCoastintheyear2040.Hereistheninthlargesturban

massontheAustraliancontinentwith550,000residentsspread

acrossarangeofvillagesandsuburbsthatfillthevoidbetween

thecoastandtheBruceHighway.Hereisanindependentcity

thatisaswellconnectedintothebusinesshierarchyofSydney

andMelbourneasitisintoBrisbane.

Footloosebusinessesinfinancialservices,insurance,aviation,sport

andwellness,renewableenergy,healthcare,tourismandleisure,retail,

construction,agribusinessandhi-techstart-upsstartedtogravitatetothe

SunshineCoastinthe2020s.Initiallythedriverwasaccesstonewgeneration

premisesspinningoutofthenewMaroochydoreCBDprojectbutthiswas

soonaugmentedbyaccesstobroadbandinternetandtoapoolofcreative

talentspillingoutoftheuniversityandthelocalbusinessincubator.

Newbusinessesflourishedalongsidetheexpandedairportthatopenedup

newdirectflightsinitiallytosecond-tiercitiesinmainlandChinabutthen

extendedtoawiderarrayofdestinations.By2040theSunshineCoast

InternationalAirportconnectswith15internationalmostlyAsia-Pacific

cities.Newhotelsandleisureactivitiessubsequentlyopenedinthenew

MaroochydoreCBDhubandalsoalongthecoast.Theuniversityandother

institutionsrespondedwithtrainingprogramsinhospitalitybutalsoin

healthcare,medicalresearchandinthenewfieldofleisurestudies.

Alargepartoftheairport’svisitorinflowisconnectedintohealthtourism.

Australiaisregardedwithinthebroaderregionnotjustasagreatsourceof

cleanfood(forexport)andasanidyllicholidaydestination,butalsoasa

safeplaceforhigherandspecialisedlearningandforaccesstoarangeof

medical(includingcosmetic)procedures.Thespin-offservicesfromthenexus

betweentheairportandtheuniversityunderpinasurgingknowledge-worker

workforceontheSunshineCoast.

Bernard Salt

KPMGPartner

03

Andthisisinadditiontodevelopmentofarenewable

energyhubcentredontheCoastandleveragedoffthe

developmentofasolarfarmbasedinthehinterland.

Theconfluenceoftechnologyandlifestyleandthe

irresistiblepromiseofrenewablesallcametogetherfor

theSunshineCoastinthe2020s.

TheprosperityoftheCoastanditsresidentsandthe

greaterexposureofthecommunitytodiscretionarytime

effectedbydigitisationandautomationleadstointerest

incultural,artisticandsportingpursuits.TheCoast

becomesahavenforcontemporaryart,music,theatre

andforafestivalofcreativethinking.Theriseofabigger

businesseliteleadsquitenaturallytoartisticpatronage

thattakestheCoastheadlongintoatangentialroleas

acreativelifestyleandbusinesshub.Parallelsaredrawn

betweentherelativelynewcityoftheSunshineCoast

andAmerica’sartistichubatSantaFe.

Thetechnicalinfrastructurethatsupportsthebusinesses

andthejobsoftheSunshineCoast’sneweconomyis

augmentedbyanauthenticentrepreneurialcommunity

culture.BabyboomersretiringtotheCoastfromSydney

andMelbourneinthe2020skicked-offtheirsecond

andthirdcareersinstart-upbusinessesleveragedoff

alifetime’scontactsandknowledge.Inthe2020sthe

Coast’sentrepreneurialspiritfoundexpressionthrough

asurgeinsmalltomediumenterprisesinhealth,

technology,professionalservices,buildingandretail.

Earlysignspointingtoatwilight-careermicro-business

movementstemmingfromtheboomerswereevident

fromtheendoftheminingboominthe2010s.These

latecareerentrepreneurscametobeknownasSecond

CareerCEOs.Themovementgellednicelywithasimilar

start-upculturebeingdrivenbytech-savvyuniversity-

educatedMillennialsuncommittedtomortgage,marriage

orchildren.ThissymbioticrelationshipbetweenSecond

CareerCEOsandwannabeMillennialbusinessowners

wasalwaysgoingtowork.Itjustneededaplaceand

aspaceandbothcametogetherinthefertilenew

MaroochydoreCBDecosysteminthe2020s.

Theharnessingstructurebehindthisearly

entrepreneurialactivitywassetinplacebythe

university,bytheCouncilandbyahithertounrealised

determinationoftheboomergenerationnottoage,not

toretire,aspreviousgenerationshadagedandretired.

Fitandactive,cashed-upandconnected,theinflowing

boomertidewantedtocreateanewfuturefortheir60s

andbeyondinthesedelicious2020lifestyleyears.Andif

theycouldmentorastart-upalongthewaythenallthe

better.Boomerswerebuildinglegacyinthe2020s.

ThenewMaroochydoreCBDprojectcamealongat

preciselytherighttime,injectingenergyandacan-

dophilosophyintotheSunshineCoast.Sotoodid

theexpansionoftheairport,theuniversity,thepublic

hospital,thelightrail,thesolarfarm.Inonesingle

gloriousdecadeitwasliketheCoasthadbeenawakened

fromalongandcosyperiodofhibernation.The

completionofthefirstlightrailstageby2025seemed

tofusethedisparatepartsoftheCoastintoasingle

heavingpulsingamorphousmasselectrifiedbythe

tramline’sunification.

Iftheairportdeliveredconnectivityandfreedthe

SunshineCoastfromtheshadowofBrisbanethen

thelightrailcreatedagalvanisedcommunitythatin

hindsightalwayswantedtobegalvanised.TheCoast’s

communityin2040mirrorstoalargeextentthe

Australiandemographicnarrativeatthetime.Thereis

stillanAnglo-Mediterraneanbasetothepopulationbut

secondgenerationAsian,IndianandArabicAustralians

aregivingthecommunityaclearcosmopolitanedge.

LonggoneisthesensethattheSunshineCoastisan

enclaveofolderretiredAustraliansandNewZealanders.

Indeed,theuniversity,thebusinessincubators,the

lifestyle,thebubblingopportunitiestoworkamid

someofthenation’ssmarteststart-upsattractsa

steadyflowof20-somethingsintotheregion.Hipster

enclavesmagicallycrystalliseontheedgesoftheold

MaroochydoreCBD.Sportandwellnessseemtopervade

everystreetscape.ActivewearisadoptedbyCouncilas

theCoast’sunofficialuniform.Thereiseventalkofthe

SunshineCoastbiddingforthe2046Commonwealth

Games.

By2040theSunshineCoasthassufficientcritical

massthatitsown‘demographic’convergesuponthe

Australianaverage.TheCoast’scultureshifts;itisa

demographicoutliernolonger.

04

PART A | SUNSHINE COAST VISION 2040

ThepleasingaspectoftheSunshineCoastin2040is

thewaythiscity,thislivingworkinglearningcaringcity,

operatesonadailybasis.Sure,theadventofdriverless

carsmakeshighwaytravelfasterandsafer.Andsure,

somepeoplestillcommutetoBrisbane,butjustas

manyworkerscommutetheotherwayoratleastthey

commutetowhathasbecomeknownastheAuraedge.

Thecityisneatlybalancedtothenorthandsoutharound

theMaroochydorehub;goneisthesensethatthisplace

isafusionofindependent(andofperhapssquabbling)

tribes.ThishubmakestheSunshineCoastdifferentto

otherlifestylecitiesthatoftenstruggletoputforward

asingleplacetoactastheportaltoaccommodate

premiumtenantsinpremiumaccommodation.Thiswas

alwaysgoingtobeagame-changerfortheSunshine

Coast.Noothercityofasimilarscaleofferednewand

existingbusinessestheopportunitytoreimaginetheir

futureinstate-of-the-artpremisesnexttothepulsing

heartofanestablishedAustraliancity.

ThekeydifferencebetweentheSunshineCoastof2040

andtheSunshineCoastoftodayisnotthepopulation

growth,orthenewairportorhospitaloreventhe

expandedroleoftheuniversity;it’snoteventhenew

lightrail;itisthesensethatlocalsknowthattheycando

whatevertheywanttodo,locally.Thisisanimportant

culturaldistinctioninregionalAustralia.By2040there

areheadofficesofnationallysignificantbusinesses

basedinMaroochydore,mostlyintheservices,

technologyandconstructionsectors.

TheUStrendoffootloosebusinessesgravitating

tolifestyleandsmartcitieslikeMiami,Phoenixand

PortlandsurfacesintheSunshineCoast.Itstarted

withSouthAfricaninsurerYouisettingupshopinthe

SunshineCoastin2008butbythe2020sothersjoined

ininsurance,finance,environmentalmanagementand

whathascometobeknownasthenewdigitisedretail.

Alldrawninbythecompellinggravitationalforcesof

knowledge,creativityandlifestyle.

Thereisby2040ampleevidenceofself-madebusiness

successstoriescomingoutofthelocalcommunity.Sure,

somebusinesstransferredfromBrisbaneandbeyond

butbythe2030sthecity’sbusinesshubswerefilling

withlocally-generatedenterprises.Thereareflourishing

businessesbasedontheSunshineCoastthatexportto

andthatconnectwithSouthEastAsiaascomfortablyas

theyconnectwithotherpartsofAustralia.

SomehowtheSunshineCoastof2040seemstobean

integralpartofagreaterwholethatextendsbeyond

theAustraliancontinent.Parentsinthefuturewill

happilyinvesttherestoftheirlivesinacitywhere

theyknowthatthenextgenerationwon’tbeforcedto

moveelsewheretopursuetheirdreamsbecause,finally,

theSunshineCoastwillhavearrived.AndbyarrivedI

don’tmeanreachingthecriticalmassofhalfamillion

residents,althoughthatthresholdwillbecrossedaround

themiddleofthecentury.

TheSunshineCoastwillhavearrivedwhenthe

communityisgalvanised,whencriticalinfrastructure

isdelivered,whenfootloosebusinessesinfinance

andtechnologyclamouraboard,whengovernment

departmentsdecentralisefromGeorgeStreet,whenthe

SunshineCoastgrowsitsownscaledbusinessesfrom

start-upsandcultivatesmoreofitsownentrepreneurs.

Thatjourneystartedlongbefore2040butitneededhelp

alongtheway,includingthecriticalMaroochydoreCBD

officeandbusinesshub,aswellaskeyexpansionsand

developmentsliketheairport,thehospital,theuniversity

andthelightrail.

Thequestionin2040isn’tsomuchhowdidweget

here,fascinatingthoughthatmaybe,itiswhereto

fromhere?WherecantheSunshineCoastgetto,

wherecoulditgetto,beyondthemiddleofthiscentury?

Butperhapswe’llleavethatbiggerquestionforanother

time.Inthemeantimethere’sanexcitingjourneyahead

foraworking,caring,learning,connectedcitythatis

beingreimaginedastheactivatedcityoftheSunshine

Coastof2040.

05

PART A | THE ACTIVATED CITY

The Activated City Somecitiesgothroughphasesofquietexpansionpassingfromonedecadetothe

nextwithoutfundamentallychangingthewaytheyoperate.

ThiswasthecasefortheSunshineCoastandasitstill

isforsomecities.Butanactivatedcitypassesthrough

abreak-pointwheretheoldindustriesandoldsocial

structuresgivewaytonew.Brisbanewasactivatedasit

passedfrombigcountrytowntometropolitancityinthe

1990s.Melbournewasactivatedinthemid-1990sasit

awokefromarecession-inspiredearly-90shibernation.

TheSunshineCoastwasactivatedinthe2010sas

itapproachedthe400,000-markandascritical

infrastructurewasdeliveredsuchasthelightrail,the

airportexpansion,thehospitaldevelopmentandthe

universityexpansion.Investmentonthisscaleand

concentratedintenselyonaregionalcommunityovera

fewyearsactivatesbusiness,createsnewenterprises,

introducesnewentrepreneursandresetsthesocialorder.

Anactivatedcitycreatesbusinessopportunity

andattractsvisitorsandinvestors.Theprevious

SunshineCoastwasaniceenoughplacetolivebutitis

onlyanactivatedcitythatcantaketheSunshineCoast

tothe2040visionofaproud,independent,successful

urbancentre.

06

PART A | AGENTS OF ACTIVATION ON THE SUNSHINE COAST

Agents of Activation on the Sunshine CoastHerearesomeoftheprojectsanddevelopmentsthatareactivatingorthat

promisetoactivatetheSunshineCoast.

TheMaroochydoreCBDdevelopmentprojectsitsona

53hasitelocatedadjacenttotheexistingMaroochydore

centre,whichwillenablenewgenerationofficespaceto

beinjectedintothecoreofanestablishedurbancentre.

TheMaroochydoreCBDwillaccommodatenewoffice,

residentialandhoteldevelopments.

AnewrunwayisplannedfortheSunshineCoastairport,

a$347milliondevelopmentthatwillaccommodatelarge

planesanddirectflightsfromAsiaandtheWestern

Pacificby2020.

AlightraillineisproposedtoextendbetweenCaloundra

andtheairportwiththefirststagelikelytobecompleted

in2025.

Anew450-bedpublichospitalcosting$1.8billionwill

openinKawanalaterthisyearwithacapacitytoexpand

to900bedsbeyond2021.

TheSunshineCoastUniversityhasrecentlycompletedan

$81millionbuildingprogram.

07

PART A | BUSINESS AS USUAL UNDERPINS GROWTH

Business as Usual Underpins GrowthOverthecomingdecadebuildingandconstructionwillcontinuetodrive

populationandurbanexpansionontheSunshineCoast.

NewplannedresidentialcommunitiesatPalmview,

CaloundraSouthandBeerwahEastwilltakelandand

housingsupplyontheCoast’ssouthsidethroughtothe

2040s.MuchoftheSunshineCoast’sfuturegrowthwill

beconcentratedsouthoftheMaroochyRiver.

ResidentialdevelopmentlocatedattheMaroochydore

CBDbusinesshubsitewillbefilledbyworkersliving

locally.Residentialdevelopmentandhousehold

formationwillremainamajordriverofgrowthand

prosperityontheSunshineCoastforanothergeneration.

08

PART A | MEET THE TRIBES OF 2040

Meet the Tribes of 2040TheSunshineCoastof2040isaheadyfusionoftribesandaspirationsthatinsomewaysisvery

differenttotheCoastoftoday,butinotherwaysisanextensionoftheplaceweknowtoday.

Moreknowledgeworkersandagreaterinfluxoftech-

savvy20-somethingsmeanstheadventofahipster

culture.Italsomeansmoreyouthmoreenergymore

sportingactivity.

Retiringlifestyling,second-careeringbabyboomers

spillingoutofourbiggestcitiesintroduceamentoring

culture.SomecalltheSunshineCoastCollaborationCity.

Everyoneisincreasinglyfocusedonwellness.

Activewearisabsolutelyeverywhere.Moreandmore

localsuccessstoriesandself-madeentrepreneurscreate

amarketforartisticpatronage:perhapsBuderimwillbe

viewedin2040asakindofByron-of-the-north.

TheBrisbanecommuterclasssubsidesasthenext

generationofCoastersreaffixtheiremploymenttoanyof

thelocalopportunities.Andthentherearetheoverseas

andinterstatevisitors,theday-trippers,theimmigrants,

thefly-in/fly-outers,theartistsandtheentrepreneurs.

Allarewelcomeandallcontributetoaneclectic,

activatedlifestylecityemblematicofthebestthat

Australiahastoofferinthemiddleofthe21stcentury.

09

PART A | START-UP CITY

Start-up CityTheSunshineCoasthasaclaimtostakeasoneofregionalAustralia’sleadingstart-upcities.

Notonlyhasthecitysupportedatechstart-up

incubatorintheSparkBureausince2015butitalso

seemstoquitenaturallyfosteranextraordinarynumber

ofnewsmallbusinesseseveryyear.Newdatareleasedby

theAustralianBureauofStatisticsinFebruarytracksthe

rise,andfall,ofsmallbusinessenterprisesbylocalarea

acrossAustralia.

AtJune2016therewere600,000smallbusinesses

inAustraliaemployinglessthanfiveworkers.This

numberwasupfivepercentovertwoyears.Butonthe

enterprisingSunshineCoastthisnumberwasupseven

percent.ThetopsmallbusinesshubsontheSunshine

CoastareMaroochydoreCBD,with711smallbusinesses

inJunelastyear,followedbytheNoosahinterland(650,

mostlyfarmers)andBuderimNorth(614).Butoverthe

previoustwoyearsthenumberofnewsmallbusinesses

burgeoningwithintheMaroochydoreCBDjumpedbya

net84or13percent.InGoldenBeachthenumberofnet

newsmallbusinessesjumpedby54or23percentover

thetwoyearstoJune2016andinMarcoola-Mudjimba

thejumpwasanet71or26percentorfivetimesthe

nationalaverage.

Infact,theonlyplacetorecordasubstantialdropin

smallbusinessesemployinglessthanfiveworkerson

theSunshineCoastatthistimewasTewantin,whichfell

from214in2014to188twoyearslater.However,atthe

sametimethenumberofenterprisesoperatingfrom

withinTewantinemployingfive-19workersjumpedfrom

57to78,whichwasa37percentincreaseandwhich

compareswithanAustralia-widegrowthrateinthis

categoryoffivepercent.

Whicheverwayyoulookatit,theSunshineCoastseems

tobeahotbedofstart-upactionandmostprobablyin

areasassociatedwithurbangrowthanddevelopment.

10

PART A | JUMP CITY

Jump City WethinktheSunshineCoastcontainsabout350,000residentsin2017.Currentprojections

placethisfigureat550,000by2040,whichdeliversnetgrowthof200,000oraverage

growthof8,700peryear.

Generallythereareabout10,000residentspersuburb

incitiesliketheSunshineCoastwhichmeanstheCoast

mustinventordeliveronenewsuburbaroundevery14

months.Italsomeansthatthenetpopulationgrowth

by2040willunderpindemandforaround76,000new

dwellings,splitbetweentraditionalsuburbiaandmedium

densitytownhousesandapartments.Theschool-age

populationwilljumpfrom63,000to95,000andthe

numberofpeopleaged80andoverwillsimilarlyjump

from18,000to50,000.So,32,000netextraschoolkids

andteenagersby2040ontheCoastand32,000net

extrafrailelderly.

Thereare18secondaryschoolsontheSunshineCoast

today;ifcurrentstudents-to-schoolratiosaremaintained

thentheCoastwillrequireanextra14schoolsby2040

oraboutoneeverytwoyears.Theotheroptionisto

dense-upexistingschools,makingthembiggerand

thereforemoreefficient.Theoverallnumberofdwellings

willjumpfrom134,000todayto210,000by2040which

suggestsstrongdemandforbuildingandconstructionas

wellasforhouseholdfurnishingsandfurniture.

BecausetheSunshineCoastwillcontinuetogrow

fromthearrivalofimmigrantsfromwithinandbeyond

Australia,aswellasfromnaturalincrease,everycohort

willgrowfasterthantheAustralianaverageovercoming

decades.TherewillbemoreSunshineCoastersinevery

agegroupin2040thantherearetodayandespeciallyin

theoldercohorts.Agedcareserviceswillbegenerallyin

demandacrossAustraliainthefuturebutespeciallyon

theSunshineCoast.

However,there’salsostronggrowthexpectedinthe

youngercohortsastheCoastattractsfamiliesand

20-somethings.Infact,theCoast’sprojectedprofile

pivotsona50-somethingfulcrum:lotsmoreoldpeople;

lotsmoreyoungpeople;butonlystandardlevelsof

growthinmiddleage.Insteadofgravitatingtothe

SunshineCoastinretirement,ashasbeenthecasefora

generation,inthefutureAussieswillbeattractedtothe

Coastinhouseholdformation.Theoldstructuregives

waytothenew;theCoastlosesitsretirementtagandre-

emergesasanactiveandenergeticcitymoreinterested

inactiveasopposedtopassivesports.

11

“ The new Maroochydore CBD project came along at precisely the right time, injecting energy and a can-do philosophy into the Sunshine Coast. ”

12

MAROOCHYDORE CBD DEVELOPMENT PROJECT

13

POPULATION

2017 2040

SUNSHINE COAST AUSTRALIA

350,000 550,000

PRIMARY & SECONDARY SCHOOLS 135 205

INTERNATIONAL AIRPORT CONNECTIONS 1 15

DWELLINGS 134,000 210,000

LABOURFORCE 165,000 272,000

SCHOOL KIDS 5-18 63,000 95,000

AGED 80+ 18,000 50,000

POPULATION 58% 38%

LABOURFORCE 74% 44%

SCHOOL KIDS 5-18 52% 31%

AGED 80+ 179% 141%

POPULATION

2017 2040

SUNSHINE COAST AUSTRALIA

350,000 550,000

PRIMARY & SECONDARY SCHOOLS 135 205

INTERNATIONAL AIRPORT CONNECTIONS 1 15

DWELLINGS 134,000 200,000

LABOURFORCE 165,000 272,000

SCHOOL KIDS 5-18 63,000 95,000

AGED 80+ 18,000 50,000

POPULATION 58% 38%

LABOURFORCE 74% 44%

SCHOOL KIDS 5-18 52% 31%

AGED 80+ 179% 141%

PART A | SUNSHINE COAST 2017 AND 2040 SUNSHINE COAST VS AUSTRALIA GROWTH % 2017 AND 2040

Sunshine Coast vs Australia Growth % 2017 and 2040

Sunshine Coast 2017 and 2040

14

PART B | THE SUNSHINE COAST EVOLUTION 1. THE EARLY DAYS OF THE SUNSHINE COAST

BPART B

The Sunshine Coast Evolution

1. The Early Days of the Sunshine Coast

InmanyrespectsthestoryoftheSunshineCoastisthestoryofmanylifestylecitiesinAustraliaas

wellasinAmerica.Thesearecitiesthatwerenot‘discovered’inthe19thcentury,aswasthecasefor

placeslikeGeelongandNewcastleforexample,butratherthesearecitiesthatcoalescedandfused

intoexistenceinthedecadesfollowingWorldWarII.

Thisisnottosaythattherewerenosettlementsalong

theSunshineCoastcanvaspriortothewar.Agricultural

servicetownslikeNambour,LandsboroughandBeerwah

dottedtheBruceHighway,asdidaseriesoftinycoastal

settlementsatTewantin,MaroochydoreandCaloundra.

Butthensomethingoddhappenednotjustnorthof

BrisbanebutinotherplacesinAustralia,inCalifornia,in

Florida,alongtheCostaBravaandontheFrenchRiviera.

Thewealthofpeaceandprosperitycombinedwiththe

riseofanewmiddleclassandtheadventofthemotor

carcombinedtocreatedemandforanewwayofliving.

WhatAustralianswanted,whatAmericanswanted,what

someEuropeanswanted,wasaccesstocoastallifestyle

inawarmclimate.

ThesunbeltdriftpulledAustraliansnorthasitlured

Americanssouth;itattractedtheBritishtoholidayand

thentosettleinSpain.Thesunbeltdriftis,muchlike

suburbia,anoutwardexpressionofthewaywewantto

live.Fromthe1950sonwardsthethreemunicipalities

ofNoosa,MaroochyandCaloundra(formerly

Landsborough)weretargetedasretirementhotspots,

thenasholidaydestinationsandthenaslifestylelocales

forcommuterstoBrisbane.

Continuedpopulationgrowthoverdecadesresultedin

establishedtownsburgeoningaswellasintheformation

ofnewsettlementsalongthecoast.Thesheerweightof

numbersandthemultiplicationofsettlementsresultedin

thefusionofsettlementsintoanelongatedurbanmass

thatwenowknowastheSunshineCoast,administered

bythemunicipalitiesofNoosaandSunshineCoast

(formerlyMaroochyandCaloundra).

ThesamethinghappenedsouthofBrisbaneattheGold

Coastalbeitonagranderscale.Andthesamething

happenedinsouthernFloridawiththefusionofMiami

withFortLauderdale,BocaRotanandPalmBeach.

Hereareurbansettlements,herearecities,quiteunlike

anythingpreviouslyimagined.Andassuchthesecities,

andthiscityoftheSunshineCoastinparticular,allneed

tobeboldlyimaginedinthefuture.

Therearelegaciesthatflowfromthewayinwhichthe

SunshineCoastwasformed.Theelongatedurbanform

stretching50kmbetweenNoosaHeadsandCaloundra

requiresmotorwayconnectivity.Thelocalcommuter

forcetravellingdailytoBrisbanerequiresmulti-lane

highwayandrailwayconnectivitytoworkplacesinthe

statecapital.

15

PART B | 1. THE EARLY DAYS OF THE SUNSHINE COAST

Thereisno100-yearheritageofbasehospitals,of

universities,ofbotanicgardens,ofculturalcentresor

hip-stripshoppingprecinctsunderpinningtheSunshine

Coast.Allofthisandmorehashadtobeconceived,

fundedanddeliveredwithinone,maybe

two,generations.

TheriseoftheSunshineCoastisdocumentedinasimple

tablethatshowswheretheurbancentreisexpected

torankintheAustralianurbansystembythemiddleof

thecentury.Theurbancentrecomprisesthebuilt-up

areaalongthecoastincludingNoosa,Maroochydore

andCaloundra,butalsoincludingNambour.Abroader

definitionoftheSunshineCoastincludesthelargely

ruralcomponentswestofthecoastalstrip.TheSunshine

Coastdidnotexistasaseparateurbanentityatthe1954

census;100yearslateritistheninthlargesturbanmass

inAustralia.

ThevarioussegmentsoftheSunshineCoastpopulation

arealsodocumented,basedonofficialstateprojections

to2036.Asimpleextensionofthesedemographic

trendsleveragedfromasearlyas1996providesan

assessmentofthescaleoftheCoast’smainsegmentsin

2040ascitedelsewhereinthisreport.

1954

1 Sydney 1,860

2 Melbourne 1,520

3 Brisbane 500

4 Adelaide 480

5 Perth 350

6 Newcastle 180

7 Hobart 100

8 Wollongong 90

9 Geelong 70

10 Launceston 50

AUSTRALIA 8,990

2050

1 GreaterSydney 7,690

2 GreaterMelbourne 7,670

3 GreaterPerth 4,630

4 GreaterBrisbane 4,190

5 GreaterAdelaide 1,800

6 GoldCoast-TweedHeads 1,230

7 Canberra-Queanbeyan 720

8 Newcastle-Maitland 590

9 Sunshine Coast (urban area) 500

10 Wollongong 380

AUSTRALIA 37,600

Growth 1954 - 2050

310%

400%

1220%

740%

280%

6050%

2300%

230%

2400%

320%

320%

TABLE 1: A TOP 10 CITY The Sunshine Coast his risen from nowhere to rank with other big cities in Australia

Source: KPMG based on Australian Bureau of Statistics Census data and relevant State Government planning authorities

NOTES:

• Populationrepresentedin000s

• Regionsbetween1954and2050arenotaprecisematch

• 1954regionsrepresenttheurbanformoftheregionsatthetimewhichisnotageographicmatchfortheregionsastheyareattodayandprojectedasat2050.1954regionsuseStatisticalDivisionsandStatisticalDistricts

• 2050regionsaredefinedaseitherGreaterCapitalCity(GCCSA)orinallothercasesSignificantUrbanArea(SUA)

• NeitherGoldCoastorSunshineCoastexistedin1954.Comparatorregionsforgrowthcalculationwere:

- GoldCoastfromSouthCoasttown;&

- SunshineCoastfromCaloundratown,27townsofMaroochyLGAandalltownsofNoosaLGA

*SunshineCoastin2050beinganSUAforthepurposeoftopcitiescomparison,variesfromthatusedthroughouttheremainder

ofthereportwhichisSunshineCoastSA4geography(orthesameasSunshineCoastandNoosaLGAscombined).

16

PART B | 1. THE EARLY DAYS OF THE SUNSHINE COAST

Historic and projected population by life segments in the Sunshine Coast, 1996-2036

Life Segment

1996 2016 2036Growth

1996 - 2016Growth

2016 - 2036

No.% of total

No.% of total

No.% of total

No.*% of total

growthNo.*

% of total

growth

Kids & Teens(Aged0–14)

46,000 22% 63,000 18% 90,000 17% 17,000 12% 27,000 16%

Education & Career Formation(Aged15-29)

38,000 18% 58,000 17% 81,000 16% 20,000 15% 23,000 14%

Family Formation(Aged30–49)

63,000 30% 86,000 25% 120,000 23% 23,000 17% 34,000 20%

Empty Nesters(Aged50–64)

32,000 15% 70,000 20% 91,000 18% 38,000 28% 21,000 12%

Active Retired(Aged65–74)

19,000 9% 40,000 12% 60,000 12% 21,000 15% 20,000 12%

Sedentary Retired(Aged75AndOver)

12,000 6% 30,000 9% 73,000 14% 18,000 13% 43,000 26%

TOTAL 210,000 100% 347,000 100% 515,000 100% 137,000 100% 168,000 100%

TABLE 2: THE SUNSHINE COAST BY LIFE STAGE

Source: KPMG based on Australian Bureau of Statistics Census data and relevant State Government planning authorities

17

PART B | 2. THE SUNSHINE COAST TRAJECTORY

2. The Sunshine Coast Trajectory

ThepromiseofprosperityisatallorderforanAustralianregionalcityandyetthatisclearlythe

trajectoryoftheSunshineCoast.

Andespeciallyasthecityemergesfromthe

transformativedecadeofthe2010s.Inthissingle10-year

stretchtheCoasthasbeenandisbeingtransformed,

especiallyintermsofinvestmentininfrastructureanda

dropintheunemploymentrate.

Goingifnotgoneistheone-dimensionalcultureofthe

SunshineCoastasaseasideretirementtown.Receding

ifnotindownrightretreatistheconceptoftheSunshine

Coastasasubservientcommutertowntothebigger,

brasher,capitalcityofBrisbane.

FIGURE 1: Sunshine Coast & Australia demographic indicators as a % of population

Tra

ve

l b

ycar

to w

ork

Hig

h I

nco

me

($2

00

0 p

/w)

Lo

w I

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)

Em

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ye

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ou

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t kid

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ith

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65

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15 -

64

0 -

14

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Pe

rce

nta

ge

of

Tota

l P

op

ula

tio

n

Greater Sunshine Coast 2006 Greater Sunshine Coast 2011 Queensland 2011

Source: Australian Bureau of Statistics Census 2011

18

PART B | 2. THE SUNSHINE COAST TRAJECTORY

Hereisatownthatistransformingfromwithinandthat

isbeingwilledintoamulti-dimensionalurbanformby

forcesfrombeyond.TheSunshineCoastCouncilhas

graspedthenettlethatsooftenafflictsmoderncities

withaseaside/retirement/commuterheritage.Cities

formedbythefusionofseparatesettlementsoften

struggletoprojectasingleCBDtoserveastheportalto

nationalandinternationalbusiness.

Insuchcitiesretailandotherservicesaswellasjob

opportunitieslanguishand/orareframedbyalocal

horizon.However,byrezoningandrepurposinga53-ha

golfcoursesiteadjacenttotheexistingMaroochydore

centretofacilitateanewbusinesshub,thelocalcouncil

hasinonefellswoopchangedthedestinyofthe

SunshineCoast.Thecity’seconomicandculturalhorizon

justgotbigger;thisisevidencedinacomparisonofthe

healthworkforcebetweenthe2006and2011censuses

whichincreasedfrom12,000to16,000workers.Bigger

andmorecomplexcitiesoffergreaterdepthinservices

likehealthcare.

TABLE 3: THE DOMINANT INDUSTRIES OVER PREVIOUS 3 CENSUS’

Rank 2011 Number of Employees

1 HealthCareandSocialAssistance 15,900

2 RetailTrade 15,300

3 AccommodationandFoodServices 10,900

4 EducationandTraining 9,600

5 Construction 8,500

Rank 2006 Number of Employees

1 RetailTrade 15,500

2 HealthCareandSocialAssistance 11,800

3 AccommodationandFoodServices 10,200

4 Construction 8,900

5 EducationandTraining 8,100

Rank 2001 Number of Employees

1 RetailTrade: 15,600

2 HealthandCommunityServices: 8,500

3 PropertyandBusinessServices: 7,400

4 Accommodation,CafesandRestaurants 7,100

5 Manufacturing: 6,700

Source: Australian Bureau of Statistics Census data 2001, 2006 & 2011

“ Here is a town that

is transforming

from within and

that is being willed

into a multi-

dimensional urban

form by forces

from beyond. ”

19

PART B | 3. THE FORMATION OF A BUSINESS HUB

3. The Formation of a Business Hub

ThereasonwhythetransitionoftheSunshineCoast’sdestinyissosignificant

isbecauseitisdifficulttoimposeanewCBDonanexistingcityofscale.

It’shardtodo.It’shardtomakeitwork.Indeedthere

arenosignificantopportunitiesinregionalAustralia

andlikelyfewopportunitiesinsimilarly-scaledcities

internationally,toreimaginetheoperationofan

establishedCBD.

MelbournehasaugmenteditsCBDwiththeDocklands

businesshub.Sydneyhasdonesimilarwiththe

smallerBarangarooproject.CentralNewcastlewas

transformedadecadeagobythenear-CBDHoneysuckle

redevelopmentsite.

AndGeelongtriedtoeffectacity-by-the-baymovement

latelastcenturyandsucceededonlyinpart.

TheSunshineCoastCouncil’sstepintobig-picture

thinkingaboutthefutureoftheSunshineCoastCBD,

aswellasofthebroadercityanditspeople,willdeliver

dividendsfordecadestocome.Goneisthesmall

horizon.Goneisthebickeringastowhichsuburban

centreshoulddominate.Goneisanysenseofindecision

astohowtoshapethecity’sfuture.

FIGURE 2: THE REIMAGINED CITY CENTRE: Future Maroochydore CBD on the former Golf Course site

Source: SunCentral

ThenewCBDsiteatMaroochydoreallowsample

spaceforexistingbusinessestoexpandandtoattract

newbusinessesfromBrisbane,frominterstateand

fromoverseas.Theuniquepropositionofthenew

MaroochydoreCBDsiteasthereimaginedbusinessand

commercialhuboftheSunshineCoastisthemissinglink

thatwillhelptransformthefutureofthiscity.

20

PART B | 3. THE FORMATION OF A BUSINESS HUB

FIGURE 3: THE EXPANDING URBAN FORM: Sunshine Coast change in urban density and footprint

Source: KPMG based on South East Queensland Regional Plan 2009 and Draft South East Queensland Regional Plan 2016

Pomona

Cooroy

Eumundi

Yandina

Nambour

Palmwoods

URBAN FOOTPRINT 2009

APPROXIMATE URBAN FOOTPRINT 2016

Landsborough

Beerwah

Glass House Mountains

Caloundra

Maroochydore

Coolum Beach

Peregian Beach

Noosa Heads

Maleny

21

Andthisisinadditiontothecouncil/local-university/

start-upincubatorSparkBureauthatiscultivating

newlocalbusinessesfromwithintheSunshineCoast.

AstheSunshineCoastdoublesinpopulationoverthe

nexthalf-centurytherewillbearequirementfornew

andexpandedbusinessesinretail,housing,healthand

professionalservices.Thereisscopetoexpandthe

penetrationofuniversityeducationwithintheSunshine

Coast;thereisevidencethattheSunshineCoastis

normalisingintermsofitsjobmarket.Moreknowledge

workersandagreaterproportionofthelabourforce

inworkcontributestotheculturalandeconomic

transformationoftheSunshineCoast.

TABLE 4: MORE THAN ONE MILLION OUT OF 24 MILLION AUSTRALIANS IS A UNIVERSITY STUDENT

City/Municipality Geography 2011Students

per 1,000 Residents

Sydney GCCSA 229,000 52

Melbourne GCCSA 214,000 53

Brisbane GCCSA 108,000 52

Perth GCCSA 85,000 49

Adelaide GCCSA 62,000 50

GoldCoast-Tweed LGAs 23,000 40

Newcastle-Maitland LGAs 13,000 60

Wollongong-Shellharbour LGAs 13,000 51

Sunshine Coast - Noosa LGAs 9,000 30

GreaterGeelong LGAs 8,000 37

Total 5 Cities & 5 Municipalities 764,000 49

Australia 933,000 43

Source: Australian Bureau of Statistics Census 2011

PART B | 3. THE FORMATION OF A BUSINESS HUB

22

Source: KPMG based on data from Australian Bureau of Statistics Labour Force Survey

Source: KPMG; Australian Bureau of Statistics Labour Force Survey

De

c -

98

May -

99

Oct

- 9

9

Mar

- 0

0

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g -

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Jan

- 0

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01

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16

0

2

4

6

8

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16

Un

em

plo

ym

en

t R

ate

(%

)

Unemployment Rate Sunshine Coast Sunshine Coast Employment Trend Australia Unemployment Trend

Tough Better Normalising Flat Improving

FIGURE 4: CITY OF JOBS: Sunshine Coast unemployment is trending below the Australian average

FIGURE 5: WHERE THE JOBS ARE: Growth industries on the Sunshine Coast over the last 8 years at November 2016

Localentrepreneurswillemergeandprosperonthebasis

ofstrongpopulationandhousinggrowth.Andthisisto

becelebrated.Butmore-of-the-sameisnotenoughfor

thelocalCouncilandnorshoulditbeenoughforthe

peopleoftheSunshineCoast.TheCoastcandobetter.

He

alt

h C

are

an

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Ad

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ati

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Pro

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al, S

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fic

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es

2008 – 2016 jobs net change: 17K (144K to 162K)

PART B | 3. THE FORMATION OF A BUSINESS HUB

23

TABLE 5: SUNSHINE COAST TOURISM SNAPSHOT 2015

International Domestic Overnight Domestic Day Total

Visitors ('000) 251 2,938 5,614 8,803

Nights ('000) 2,691 10,909 - 13,600

Spend ($m) 195 1,823 498 2,516

Source: Tourism Research Australia

NOTE:

SunshineCoastTourismregiondoesnotmatchSunshineCoastSA4regionwhichisthebasisforthe

majorityofthereport.Mapofthecomparisonbetweentheseregionscanbefoundintheappendix.

PART B | 3. THE FORMATION OF A BUSINESS HUB 4. THE ATTRACTION OF FOOTLOOSE BUSINESSES

4. The Attraction of Footloose Businesses

HowcanwebecertainthattheCoastofthefuturewillbebetterthantheCoastofthepast?

Thereasonisbecauseoftheevents,theinvestmentsandtheleadershipofthe2010s.

Successfulcitiesofthefuturewillhavedemographic

andlifestylediversity;theywillofferarangeofjob

opportunitieswithlocal,nationalandinternational

businesses;theywillofferdirectconnectivitytoglobal

markets;theywillbegalvanised,sustainable,caringand

creative;theywillallowtheircitizenrytolearn,toearn,

tocareandtoshare;andtheywillinvestinleadingedge

transportation,socialandculturalinfrastructure.

FIGURE 6: SHIFTING DEMOGRAPHICS: Tracking change in Sunshine Growth population by age group

Source: KPMG based on data from Australian Bureau of Statistics Population Survey

0 -

4

5 -

9

10 -

14

15 -

19

20

- 2

4

25

- 2

9

30

- 3

4

35

- 3

9

40

- 4

4

45

- 4

9

50

- 5

4

55

- 5

9

60

- 6

4

65

- 6

9

70

- 7

4

75

- 7

9

80

- 8

4

85

+

0

2

4

6

8

10

12

14

16

18

Po

pu

lati

on

(,0

00

)

1996 - 2016: 137,000 (210,000 to 347,000) 2016 - 2036: 168,000 (347,000 to 515,000)

24

PART B | 4. THE ATTRACTION OF FOOTLOOSE BUSINESSES

Thesearereasonableambitionsforanycityand

especiallyiftherightdecisionsaremadeattheright

timeinacity’strajectory.Newandtransformed

businessesintheUSarelesstiedtoold-world

workforcesandinfrastructureandarefollowinga

pathwaytolifestylelocations.

SiliconValleyemergedonAmerica’swestcoastnotin

coldNewYorkorChicago.Thenewtechnologiesand

technologyenterprisesarefootloose.Newenterprises

perhapsconceivedelsewherewillsurelygravitatetoa

lifestylecityliketheSunshineCoastandespeciallyif

suchabusinesscanbepositionedinmodernpremisesin

anestablishedCBD.

EarlierthisdecadeUSretailerOfficeDepotmovedits

headquartersfromChicagotoMiami,Floridainpursuitof

lifestyle.Asearlyasthe1940sMotorolarelocatedfrom

ChicagotoPhoenixArizonainordertomanufacture

electronicsincleanair-conditionedfactories.A

contributingfactortothisdecision,whichhasleft

Phoenixwithaburgeoninghi-techindustrytoday,was

aresidualskilledworkforcefromtheManhattanProject

basedinneighbouringNewMexico.

PayPalshifteditsbackofficefromSiliconValleyto

Phoenixfouryearsago.Andsports-shoemakerNike

famouslyrelocateditsheadofficetoPortland,Oregon

morethanadecadeago.

Itseemsthatglobalbusinessesaswellasnational

businessescanoperatefrommoreorlessanylocation

givenaccesstoaskilledworkforceandgoodairport

connections.Theworld’slargestemployer,Walmart,is

headquarteredinBentonvilleArkansas.Bentonville

isaboutthesamesizeasDubboandinsomewaysjust

asremote.

Thelogicofprivatesectorbusinesseschoosinglifestyle

locationsappliesequallyinAustralia.In2008Youi,a

SouthAfrican-ownedinsuranceventure,optedtolay

downitsrootsontheSunshineCoastratherthanin

amajorcitysuchasBrisbane,SydneyorMelbourne.

Fromjust30employeesin2008,thisbusinesstoday

employees900peopleatitsnationalbaseatBokarina.

Thisrapidly-expandingcompanyhasrecentlydecided

tobaseitsglobaloperationsatanewheadquarters

nowunderconstructionatSippyDowns,southof

Maroochydore.Thefirstphaseofthisprojectwillsee

Youi’slocalworkforceincreaseto1,700,withphasetwo

oftheprojectcapableofaccommodatinganadditional

1300workers.

It’snotjustlifestylethatappealstoYouiorotherrapidly

expandingbrands,suchasJettsFitness,thathave

chosentheSunshineCoastfortheirglobalbase.It’sthat

loweroperatingcostshaveconsistentlyunderpinned

strongdemandforSunshineCoastofficespacewhile

vacancyratesinBrisbaneCBDarestillhoveringabove

15percent.

ThereimaginingoftheSunshineCoast’sfutureisn’t

aboutwhatcanbeachievedoverthenextfiveyears

(althoughthatisimportant)itisaboutsettinginplace

therightframeworkforthecitytocapturecommercial

opportunityoverdecadesintothefuture.

25

PART B | 5. THE DEVELOPMENT OF KEY INFRASTRUCTURE PROJECTS

5. The Development of Key Infrastructure Projects

TheSunshineCoastispartofanextendedSouthEastQueenslandconurbationcontainingthree

millionpeoplethatwillrisetofivemillionbymid-century.Thisextendedurbansystemcontainsfour

internationalairportsofferingdirectflightsto30globalcities,whichisthesameconnectivitythatis

offeredfromtheMelbourne-Geelongconurbation.

FIGURE 7: DIRECT FLIGHTS FROM SOUTH EAST QUEENSLAND

MelbourneSydney

South East Queensland

Source: Brisbane Airport and Rome 2 Rio

Sydneyontheotherhanddeliversaccessto50global

cities.Londonisconnectedto360globalcities.The

SunshineCoastairportisbeingexpandedandwillextend

thecity’sreachintomainlandChinaby2020.Itisnot

unreasonabletoexpectthatby,say,2040theSunshine

Coastairportcouldconnectinto15globalcities.

TheSunshineCoasthassecuredandisactivelypursuing

aseriesofinfrastructuredealsthatwillfurthertransform

andgalvanisethelocale.Anew$1.8billionpublic

hospitalistobeopenedinAprilthisyear,settobepart

ofoneofthelargesthealthprecinctsinthesouthern

hemisphere.Therearealsoplanstodevelopahard-rail

passenger/commuterconnectionlinkingtheCoast’s

heartwithBrisbane.

Therearealsoplanstodevelopalightrailconnection

alongtheurbanstripbetweenCaloundraandtheairport.

AndthenthereistheplantobringtoAustraliaanother

underseabroadbandcableatMarcoola,delivering

nanosecondimmediacytolocalbusinesses.

26

PART B | 6. THE IMPORTANCE OF INNOVATION

6. The Importance of Innovation

Outofalltheplanning,theconnectingandthedoingcomesasenseofurgency

thatdeliversinnovation.

TheSunshineCoastisnotacitywithalongandrich(as

inprosperous)heritagethatcanrelyuponitsreputation

toinfluencedecision-makersandinvestors.TheSunshine

Coastisanewcityfilledwithnewpeoplelookingto

deliveragoodqualityoflifeandanevenbetterquality

oflifefortheirkids.Theinherentlyinnovativecultureof

theSunshineCoastiscapturedatthecensuslevel(see

below).Innovationinthissenseincludesself-employed

tradiesaswellasretailers,professionalservicesandthe

operatorsofsmalltourismbusinesses.Andsoitisfor

thisreasonthattheSunshineCoaststandsapartfromits

peercitiesasaplacewithahistoryofentrepreneurship

andinnovation.Whatisrequiredisaframeworkto

harnessandtoconvertthatfeatureintoyetfurther

businessopportunity.

FIGURE 8: PROPORTION OF THE WORKFORCE WHO OWNED THEIR OWN BUSINESS BY REGION IN 1996 & 2011

Sunshine Coast Gold Coast Adelaide Geelong Brisbane Newcastle Australia

0%

5%

10%

15%

20%

25%

Pro

po

rtio

n o

f th

e W

ork

forc

e

7%

20%

14%

6%5%

6%

13 % 13%

5%6%

12%

15%

11%

22% 1996 2011

Source: Australian Bureau of Statistics Census 1996 & 2011

27

TABLE 6: THE BIG RISE OF SMALL BUSINESS: Tracking small business numbers on the Sunshine Coast

Businesses employing 1-4 staff

2016 Businesses

2014 Businesses

% Change 2014 - 2016

Rank on 2016 Businesses

Westcourt-Bungalow 420 350 20% 14

UpperCoomera-WillowVale 523 437 20% 8

CapeYork 756 637 19% 2

Ormeau-Yatala 671 575 17% 6

Caloundra - West 397 345 15% 17

Helensvale 535 466 15% 7

PacificPines-Gaven 359 314 14% 20

Maroochydore - Kuluin 711 627 13% 4

VarsityLakes 398 355 12% 16

Coolum Beach 383 343 12% 18

MermaidBeach-Broadbeach 520 468 11% 9

Mooloolaba - Alexandra Headland 455 415 10% 10

SurfersParadise 811 743 9% 1

Banana 754 702 7% 3

Ashmore 427 400 7% 12

HopeIsland 405 382 6% 15

Noosaville 426 402 6% 13

CairnsCity 673 640 5% 5

Mackay 365 349 5% 19

FarSouthWest 429 411 4% 11

TOTAL AUSTRALIA 600,000 572,000 5%

Source: KPMG and Australian Bureau of Statistics Business Survey

NOTE:LocalitiesoftheSunshineCoastareSA2AustralianBureauofStatisticsregionswithabaseat2016ofover350businesses.

Ifyourbusinessisnationalorglobal,ifyourbusiness

canoperatefromanylocation,thenwhywouldn’t

yourbusinessrelocatetoalifestylelocationoffering

accesstoaskilledworkforce,tointernationalairport

connections,andtoasupportiveandentrepreneurial

localcommunity?

PART B | 6. THE IMPORTANCE OF INNOVATION

28

PART B | 7. THE ROLE OF GROWTH AND ADMINISTRATION

TABLE 7: MINISTERS ON THE MOVE: Devolution of government departments from capital cities

Historical Number of Staff

Date of

Move

Location – Original

Location – Relocating to

Distance Original to Relocation

PrimaryIndustries(NSW) 500 1992RawsonPlace

SydneyOrange 250km

RegistryofCooperatives(sectionofFairTradingNSW)

43 2000 Bankstown Bathurst 200km

FirearmsLicensingBranch(sectionofNSWPolice)

50 2000 Hurstville Murwillumbah 800km

PillarAdministration(previouslySuperannuationAdministrationCorporation)-(NSW)

3132001-2003

SydneyCBD Wollongong 90km

WorkcoverAuthority(NSW) 480 2002 SydneyCBD Gosford 80km

LongServicePaymentsCorp(NSW) 60 2002 SydneyCBD Gosford 80km

NativeVegetationUnit(NSW) 24 2002 SydneyCBD Wellington 350km

LocalGovernment(NSW) 60 2003 Bankstown Nowra 150km

InfringementProcessingBureau(NSW)

150 2003 Parramatta Maitland 160km

MineralResources(NSW) 200 2004 StLeonards Maitland 170km

StateDebtRecovery(NSW) 132 2005 SydneyCBD Lithgow 140km

SydneyWater(NSW) 1400 2009 SydneyCBD Parramatta 20km

TransportAccidentCommission(VIC) 600 2009 Melbourne Geelong 70km

7. The Role Of Growth and Administration

ButthereismoretotheriseoftheSunshineCoastthanaccesstoanentrepreneuriallocal

communityandaspiritofinnovation.Newandrelocatedbusinessesarealargepartofthestoryof

thefutureoftheSunshineCoast,asistheblankcanvassofthenewMaroochydoreCBDsite.

TheotherpartofthestoryofthefutureoftheSunshine

Coastisthecityscopeforgrowthandexpansion.There

mustbescopefortheexpansionofexistingbusinesses.

NewresidentialdevelopmentssuchasAuraatCaloundra

South,ultimatelyhousing50,000residents,and

HarmonyatPalmview,housing20,000residents,will

transformthescaleofthelocalconsumermarket.

Morehousingmeansmoreshops,supermarkets,

homewaresoutlets,financiers,buildersandtradies.The

Coastalreadyhasastrongcultureofsmallbusiness;

thereiseveryprospectthatthesesmallbusinesseswill

notjustmultiplyinthefuture,somewillconvertinto

medium-sizedbusinesses.

Andthenthereisthelogicthattheremustcomeashift

inpublicsectorthinkingaboutthelocationofstateand

federalgovernmentdepartments.

Todatetherehasbeenscantexampleofgovernment

bodiesrelocatingorestablishingontheCoast.There

isampleevidenceofthislogicapplyinginterstate,

includingtheTransportAccidentCommission’srelocation

of600jobsfromMelbournetoGeelongin2009,WA’s

DepartmentofParksandWildliferelocatingfromPerth

toBunburyin2018andNSW’sDepartmentofLocal

GovernmentrelocationtoNowrain2010.

Source: Brisbane Airport and Rome 2 Rio

29

NotonlyisitpossibleforWalmarttooperatefroma

Bentonvilleheadofficebutitisalsopossibleforthe

headofficeofthenewlyformedNationalDisability

InsuranceScheme,theTransportAccidentCommission,

theVictorianWorkercoverAuthorityandadivisionofthe

AustralianBureauofStatisticstooperatefromGeelong.

Itissurelyonlyamatteroftimebeforevariouselements

ofgovernmentadministrationaredispersedfrom

Brisbane’sGeorgeStreettoallquartersofSouthEast

QueenslandincludingtheSunshineCoast.

PART B | 8. THE CASE FOR THE SUNSHINE COAST

8. The Case for the Sunshine Coast

TherewillalwaysbeamarketforlargeregionalcitiesinAustralia.Thesecitiesemergewiththetimes.

AcenturyagowhenagriculturedominatedtheeconomyregionalcitieslikeBallaratandBendigo

wereimportant.

ThenafterWorldWarIImanufacturingcitieslike

Geelong,NewcastleandWollongongcametothefore.

Laterinthecentury,aslifestyleandretirementcameto

impactAustralia,lifestylecitiesliketheSunshineCoast

hadanimpact.

OverthenexttwodecadesAustralia’sregionalcitieswill

evolvefurther.Continuedpopulationgrowthwilldrive

someeconomicgrowthaswilltheretirementofthebaby

boomergeneration,especiallyinlifestylecities.Butwhat

isalsorequiredinmostregionalcitiesinAustraliaisa

senseofindependencesuchthattheyevolveseparately

tothestate’smaincity.Anobjectivebythemiddleof

thecenturyorearlierwouldbetooffertheresidentsof

regionalcitieshopethatthenextgenerationisableto

leadfulfillingcareerslocally.Thisrequiresgreaterdepth

tothejobmarketwhichinturnrequiresthecultivationof

anentrepreneurialmindset.

ThebusinessesofthefutureontheSunshineCoast

willbeforgedbypopulationandurbangrowth,bythe

continuedtransformationoftheeconomytowards

knowledgework,andbystart-upandrelocated

businessessettingupshopinlifestylecitiesasalready

occursintheUS.Afterall,ifproductiveeffortisde-

linkedfromacapitalintensivefactorytoofficepremises,

thenwhywouldn’tknowledgeworkgravitatetolifestyle

locations?Andespeciallyifthereistheoptiontodevelop

abusinessinnewpremisesadjacenttoanexistingCBD

at,say,Maroochydore.

Withinthiscontexttheriseandpositioningofthe

SunshineCoastisanimportantdevelopmentforSouth

EastQueenslandandforAustralia.Hereisanenergetic

andentrepreneurialcommunity,beingreimagined

throughtheMaroochydoreCBDprojectthathas

benefittedfromrecentlarge-scaleinvestmentandwith

moreinvestmentunderway.

Thereisarealopportunitytoreimagineandreinventthe

SunshineCoastby2040.Notsomuchapleasantlifestyle

andretirementdestinationbutabustlingknowledge

workerhubmoreconnectedintoAsiathanintothe

commuterorbitofBrisbane.

TheSunshineCoastof2040willbeavastlydifferentcity

tothecityoftoday.Itwillbeitsowncitywithitsown

identityandwiththecapacitytoofferitsownresidents

theopportunitytoliveworkstudyinventandplay…

allwithinthelocalarea.Nowthatisavisionthatevery

CoasterandwannabeCoastercanbelievein.

30

APPENDIX

Bernard Salt is a KPMG Partner based in Melbourne; bsalt@kpmg.com.au

AppendixTourismregioncomparisontotheABSregionusedasthebasisofthebulkofthisreport.

ItisworthnotingthattheextraareaintheSunshine

CoastTourismregionbeyondtheSA4islikelyto

representasmallcomponentofthetourismnumbersfor

theSunshineCoastTourismregion.Thedestinationsof

visitationforthebulkofthetourismnumbersarelikelyto

becontainedwithintheSunshineCoastSA4region.

FIGURE 9: SUNSHINE COAST TOURISM REGION COMPARED TO SUNSHINE COAST CONURBATION

Gympie

CabooltureBongaree

Noosa

Maroochydore

CaloundraBeerwah

Nambour

Sunshine Coast tourism region 2015

Population @ 2015: 381,000

Sunshine Coast SA4 2011 & 2016

Population @ 2015:341,000

31

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