SURFERS 2.0? BLOW UP ORCHID AVE, START AGAIN
There is no getting around it – Surfers Paradise is the magnet and could be the jewel in the crown. But it is underwhelming and something needs to change
WHY do we settle for second best when it comes to Surfers Paradise?
If we want Surfers to rival Waikiki, Cannes, Nice, Monaco, Beverly Hills and Positano, why are we letting our decisionmakers get away with rubbish design and a lack of vision?
Let’s talk trams or more specifically the aesthetics around the Surfers Paradise stop.
The main image is what we see at the Surfers Paradise tram stop today. It’s bland, boring and just big and ugly. On the far right bottom is what was proposed, but rejected. Big difference. One would be more at home in Islamabad, the other showcases a vibrant, modern progressive city with a minimalist design that reflects the summer spirit of Surfers Paradise. In Sydney and Melbourne the tram stops are airy and modern. We got the Pakistani capital’s version. The Surfers Paradise tram stop typifies the frustration being experienced by prominent businesspeople in Surfers Paradise. Over the past 35 years, some of the world’s most famous retail brands have dipped their toe into the water of the Surfers Paradise retail landscape, with the promise of a world-class tourism destination.They’ve all, slowly but surely, left for the same basic reason – the construction of the unbelievably atrocious design of the tram station in the heart of our town. The common belief of these prominent international retail brands was that this ugly structure would destroy any chance of the town seriously becoming internationally competitive as a destination. DFS Galleria, which had a large three-level department store in the heart of Surfers Paradise, even produced professionally created images of the Surfers Paradise tram stop superimposed on photos of a main intersection on Kalakaua Avenue, Waikiki, Monaco’s
Casino Square as well as Rodeo Drive, Beverly Hills. They all looked absolutely laughable, DFS suggested there would be riots in the streets if this structure was inflicted on any other prominent city of the world. International tenants were in favour of the establishment of a tram system but they needed inconspicuous tram stops that would enhance the maturity of an evolving world-class destination.
Some property owners in Surfers Paradise have even offered to pay the cost of rebuilding or remodelling the Surfers Paradise tram stop. Alas, no interest.
Last week, renowned architect Desmond Brooks unveiled plans to set up a South Bank-style recreational precinct along three blocks of the Surfers Paradise beach. He’s already had a couple of nibbles from private investors keen to examine what all the fuss is about.
Seeing as nobody at the Gold Coast City Council seems to take the rejuvenation of Surfers Paradise seriously, here’s the way forward – and I’ll waive the consultancy fee.
The entire city trades off the lure and attraction of Surfers Paradise.
It is the magnet.
Yet, when people get here – especially the tourists from overseas – they walk away with the same feeling: is that it?
So let’s just start again.
Blow Orchid Ave up. It’s prime real estate with D-grade appeal.
Unless you’re 18 with a solid liver, it holds zero appeal to most people, especially families.
That strip could be turned into a Rodeo Drive speciality retail precinct. If you want nightclubs, send them to Fortitude Valley.
Cavill Ave is an embarrassment. I swear it hasn’t changed a bit since I was eating kebabs there at 3am in 1983.
Next they’ll be bringing back Twains.
In life, content is king. If you haven’t got the content – or in this case the product – you can’t improve the offering.
Surfers Paradise needs a circuit breaker. Now is the time to get it done with the hiatus on international holidaymakers because of the pandemic.
Can somebody put their hand up and show some leadership?
Surfers Paradise needs a circuit breaker