Home of the Arts, Gold Coast

Client: City of Gold Coast

The Maytrix Group engaged with the City of Gold Coast and Positive Solutions to design, develop and deliver a robust commercial model for the Home of the Arts development.


The Project

To be built on 16.9 hectares within walking distance of Surfers Paradise, the $37 million Home of the Arts will be a heart for the arts, culture and creative enterprise. The City of Gold Coast’s GCCP Master Plan adopted in December 2014, provides for mixed sites and a staged development. Arts and cultural services and spaces will ‘anchor’ and be the focus of the precinct.

The Precinct will include a state of the art gallery, performance arts facilities and a programmed outdoor Artscape. Stage 1 of works has begun and is due for completion prior to the Gold Coast Commonwealth Games in 2018.

The Maytrix Group engaged with the City of Gold Coast and Positive Solutions to develop a robust commercial model for its cultural precinct that supports the vision to “create a cultural centre of gravity, a new, distinctly Gold Coast and distinctly 21st century”. Council needed a Commercial Model, which included assessing commercial activities and recommending which should be brought forward.

Our Role

The Maytrix Group, in consultation with Positive Solutions, developed a commercial model ensuring a ‘live’ and ‘activated’ precinct. The commercialisation plan included optimising the operating environment while Stage 1 is being built and capitalising on this first-stage investment to build capacity to progress to subsequent stages. Consultation and engagement with stakeholders informed benchmarking of cultural precinct performance and analysis of proposed commercial options. Informed by extensive industry experience, The Maytrix Group identified other commercial options to support the project vision and to develop a staged commercial strategy for the 3-stage development. Positive Solutions consulted stakeholders and facilitated stakeholder workshops to inform precinct planning. Stage 1 commercial activities will aim to diversify the visitor experience through food, beverage, retail and a wide range of tenanting. Revenues generated aim to offset precinct costs and fund project stages. The commercial model has been developed alongside 4 other projects to inform transition planning. The prioritisation of projects provides a roadmap for Stage 1 that helps deliver commercial viability within the precinct vision.

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