Make it a plan Adelaide Phase 3 / Answer Make it a plan Adelaide Phase 3|Answer Make it Make it a plan Adelaide Phase 3|Answer Adelaide

Although this is the final report in our Make it Adelaide series, we’ll be continuing the journey to transform Adelaide’s future by 2027.

So far we’ve been joined on that journey by hundreds of people from business, government and the community sector, as well as individual South Australians who have helped envision what a successful Adelaide looks like and what we need to do to get there. We believe that our action plan will ensure the Adelaide of tomorrow is a bigger, brighter and bolder version of the one we have today.

Government cannot bring these opportunities to life alone. Business leaders have a pivotal role to help transform our economy – and the community has a big part to play in contributing to the growth of our state, making it an exciting and compelling place to live, work and invest.

Let’s shape Adelaide together and build a future where our children – and their children – can flourish here in South Australia. We look forward to working with you to make these opportunities a reality. Make it a plan Adelaide Phase 3|Answer

Make it Adelaide Action 4

Make it a plan Adelaide Answer 3

Make it your Adelaide Ask 2

Make it big Adelaide Acknowledge 1

Phase 3 Make it your Adelaide > Answer Over the past six months we have consulted with business, government and the community to develop ideas for the future of Adelaide and South Australia. This report presents our roadmap and plan, which identifies how we can take action to accelerate our economic and population growth – with the private sector taking the lead. Make it a plan Adelaide Phase 3|Answer

Vision 07 Executive summary 08

1 Shaping Adelaide’s future 12 2 What will Adelaide look like in 2027? 14 3 Our action plan 24 Our city 26 Our suburbs and regions 44 Our state and government policy 52 Make it a plan Adelaide Phase 3|Answer

Now we’ve got the plan. Let’s make it happen.

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Adelaide is a city with a big future Back in May, we started with a set of old myths to dispel about our city. We know that Adelaide’s not a big country town any more, but the capital city of a state with 1.7 million people and a $100 billion economy.

At Deloitte, we believe fundamentally in a big future for Adelaide. We think that Adelaide can assert its future role in Australia’s economic and cultural life, and take its place on the global stage. But we needed to find out what a bigger Adelaide looks like and what we need to do to get there.

We challenged ourselves and our project partners to build a plan for Adelaide and South Australia which embraces the future. And we’ve been joined on that journey by hundreds of businesses, people from government and the community sector, as well as individual South Australians who have contributed their ideas.

A big future in broad strokes No one owns a crystal ball that shows how the future will turn out. The future laid out in this report is not the most likely future, but it is a future which we believe is achievable if the private sector and government start taking action to deliver it.

We model what the economy of a bigger Adelaide might look like – the industries where people will work and how they’re different to today.

We describe where and how people might live, and – together with our colleagues at Hames Sharley – map out how this might transform our city, in ways smaller than you might think.

Then, we identify a series of opportunities for business and government to act to make this happen. And as promised – most of the recommendations are about delivering a future which is driven by the private sector.

Not one big conversation, but millions of small ones The reason why we’re doing this isn’t to influence one decision, but to change millions of minds.

We want to shift the conversation where a young couple in Adelaide are deciding where to build their careers and start a family. We want to change the mind of a businessperson in Sydney or Singapore choosing where to invest. We want migrants around the world considering a place to transform their lives, to choose to do it in Adelaide.

That’s why this report is about Deloitte making the case that you can make it in Adelaide. Now we’ve got the plan. Let’s make it happen.

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Executive summary

Without doubt, the last few decades By 2027, South Australia could be a We’ve done it have been difficult for South Australia. state home to 2 million people and Manufacturing’s decline and the a thriving $134 billion economy tough, but now’s comparatively faster economic and Fundamentally, we need to build a robust population growth in other capital cities industrial base that takes advantage the time for means that Adelaide’s been outshone in of the sectors where global growth is our nation’s economic history. strong and aligns with our comparative Adelaide to shine advantages as a state. But intricately At Deloitte, we think that now is the linked is the question of population time to change that. Over the past six growth – a question that, despite its months, we’ve spoken to more than importance, is often overlooked. 500 people from across the state, the country and the world about the future Larger populations are not necessarily of South Australia. Those people spoke better than smaller ones. But in Adelaide and overwhelmingly, they spoke of their and South Australia, our population growth passionate belief in South Australia. is representative of what needs to change. If we act now, we can secure a future Too many South Australians choose to live where more people choose Adelaide elsewhere to chase better opportunities, and South Australia as places to live, while not enough people from interstate work and invest. or overseas are convinced to move here. Tellingly, there are fewer young people We’ve dedicated this final report in our aged between 15 and 34 living in South Make it Adelaide series to setting out Australia today compared to the mid- what success looks like. Starting with 1980s. We will know we have succeeded an analysis of the economic dividend, when we’ve changed their minds. we then delve into how the urban landscape will – and just as importantly, To reach a population of 2 million, won’t – change. We then focus on a an extra 277,000 people will need to series of opportunities for businesses, choose to call South Australia home policymakers and citizens to act: the by 2027. This requires us to meet the actions we need to transform our city, Australian growth rate of 1.4 per cent our regions and our state to build a each year – representing an additional bright future for South Australia. 131,000 people over and above baseline forecasts.

This might sound difficult at the outset. But to put it another way: we only need an extra 13,000 people each year to choose South Australia. That’s around a quarter of Adelaide Oval’s capacity, or the number of people Melbourne adds to its population every six weeks.

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A city with more choices for how Making it happen Executive people live We’ve identified 25 opportunities to It’s vital that as we grow, we make our kick-start the transformation of Adelaide city an even better place to live – and not and South Australia. And while we summary lose Adelaide’s advantages in the quest sometimes need governments to lead for population and economic growth. or assist, most opportunities are for the private sector to step up to the plate. That’s why Deloitte partnered with leading architecture and urban design The way to make it happen is to play firm Hames Sharley to consider to our strengths. We believe in a more what Adelaide’s future urban form prosperous and exciting Adelaide, not a might look like. Crucially, our work bad copy of what exists elsewhere. with Hames Sharley presents how an increased population can be In the inner suburbs, we’ve identified a We need to act accommodated over ten years while future where the tram network extends enhancing the liveability of our city north, south, east and west, providing now and play – which will be a key differentiator as the transit backbone for new urban we continue to grow. villages. These villages will create a to our strengths lifestyle where you can get more of your Our vision is for an Adelaide which life organised around places where you offers a range of lifestyle choices, don’t need a car. accommodating those who want to live in different parts of the city and in different Our industries will be transformed types of housing. By concentrating too. Health and biomedical industries population growth to the CBD and key will invigorate Adelaide’s west end, urban villages, while modestly increasing while growing universities and creative density along new transit corridors institutions underpin the revitalisation – most parts of Adelaide won’t see much of North Terrace, supported by world- change from a growing population. leading digital infrastructure.

Our sectors International education Defence industries

Energy and gas Creative industries

Tourism Health and medical industries

Agribusiness Professional and information technology services

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Visitors will arrive through an expanded Across the state, reformed migration Adelaide Airport and stay at newly rules will enable more skilled migrants developed hotels, shop at an expanded to move to Adelaide, while Government Central Market during the day, before and the private sector take advantage going on to experience a redeveloped of technology so that GigCity Adelaide Riverbank at night. and digital government processes are competitive advantages in attracting In the outer suburbs and greater businesses to South Australia. The South Adelaide, by 2027, the construction Australian Investment Corporation will of submarines will be well underway at bring decision making about capital Osborne. South Australian businesses allocation back home to Adelaide. will have consolidated and matured to make the most of the supply A greater focus on marketing the state opportunities in the defence sector, internationally will be key to driving as well as growing opportunities in economic and population growth. agribusiness, energy and resources. Let’s get on with it People living in the outer suburbs The future for Adelaide and South will be better connected to the job Australia is bright. But it’s not guaranteed. opportunities of the inner city through We all need to act now to secure it. extended rail corridors and appropriate road investment, carefully advised It’s time for strong leadership from the on by the new, independent Building private sector to invest in South Australia South Australia. and transform our economy, while making good returns. South Australians living in our regions will be making the most of our We’ve got a long way to go. But the truth resources – mineral, gas and renewable is, you can make it in Adelaide. And we’re energy – through growing private sector going to prove it. capital investment.

In both the regions and the outer suburbs, renewed investment in food and wine can create jobs and thriving businesses.

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South Australia 2027 2 million people $134 billion economy 59,000 extra jobs

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Shaping 1 Adelaide’s future

South Australia’s transition The time to transition is now. The new When one door Now that the last cars have rolled off the South Australian economy is driven production line at Holden, one chapter of not by cars, but by our strengths and closes, another South Australia’s economic transition has our comparative advantages in an finally concluded. And even though the increasingly globalised world. And one opens darkest forecasts of what would happen because Australia is a developed, didn’t come to pass, there’s no doubt high-wage country, we’re best suited to that South Australia has done it tough industries which are capital intensive, in recent times. or require a highly skilled workforce. While there are plenty of opportunities We’ve seen our population growth slow to compete, the old factories of the past to 0.9 per cent each year since 2007, are long gone. compared to 1.7 per cent nationally.1 And economic growth has averaged around There’s no silver bullet. We need to one percentage point below the national focus our energies across a number rate over the same period.2 Since the of industries to develop a stronger 1980s, South Australia has lost economic economy. In our first report, we identified relevance in a nation where growth eight sectors which will underpin has been led by the services-driven our future growth and shape South expansion of Sydney and Melbourne Australia’s future. and, up until recently, the mining- driven economies of Western Australia Part of this is about tackling our and Queensland. demographic challenges. Core to our plan is boosting South Australia’s But we can’t stay stuck in the past population to 2 million people by 2027, and keep blaming the decline and attracting the best and brightest of manufacturing for the state’s to choose South Australia as their problems. Sure, we’ve lost 34,000 jobs home. But we’re not just looking to in the manufacturing industry since get to 2 million people because we 1990 – but we’ve gained more than like big numbers – rather, a return to 22,000 jobs in professional, scientific sustainable population growth will be a and technical services alone.3 signal of our state’s growing economic prosperity and create scale for our And that’s only the start. We need businesses to thrive. only look at Adelaide’s favourite rival, Melbourne, to see what services can Our economic transition won’t be easy. do for an economy. It hasn’t been easy for workers who have faced unemployment as factories have closed, and it won’t be any easier for people who lose their jobs in the future.

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This is an opportunity to steer our to achieve our economic goals. Five key economy in a new direction, and a themes emerged from our conversations chance for the private and public sectors and research: infrastructure, liveability, – but the private sector in particular – workforce, risk taking, and perception. to shape our future success. We need to get each of these right to develop our eight sectors and reach a Our Make it Adelaide journey population of 2 million people by 2027. We’re a group of South Australians united by a common purpose: to make We have synthesised and refined our Adelaide bigger, bolder and brighter ideas for this final report in the series, as than ever before. With a rich diversity of we outline a plan to ensure the Adelaide opportunities, Adelaide needs to cement of tomorrow is a bigger, brighter and its place as one of Australia’s most bolder version of the one we have today. compelling and vibrant places to live, work and invest.

The first phase in the series, Make it big Adelaide, showcased a vision for what This report South Australia could be – home to 2 million people by 2027, with economic growth fuelled by eight key sectors in line with the state’s competitive advantages and global trends. All good outcomes start with a robust roadmap and plan. This report fills that role – providing a series of opportunities We’ve since spoken to people from for action to shape Adelaide’s future. These opportunities are South Australia and around the world to grouped around the city, the suburbs and regions, and those gather insights and ideas as to how we which are relevant state-wide. realise this vision. And overwhelmingly, the response was positive: we can Of course, not all of these opportunities will happen. Better successfully transition our economy and ones might come along at any time. But what’s important is attract more people to live and work in that we elevate our thinking to see what’s possible in 2027. South Australia. In fact, our consultations have identified many examples where The opportunity is there for the taking. And if we all come together this transition is already underway. across the spheres of government, business and community, we can achieve great things. Plans are only as good as the The second phase in the series, Make it action that comes out of them. It’s about using our dedication, your Adelaide, focused on some of the determination and diversity to put our best foot forward. ideas for ‘how’ – how we activate the city and activate the regions – with both playing an important and strategic role

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What will Adelaide 2 look like in 2027?

A state home to 2 million people and a $134 billion economy. A place where there are choices to be made about how and where to live, work and relax.

What will our population look like in 2027? This might sound difficult at the outset. In our first report, we mapped out what But to put it another way: we only need South Australia’s population would an extra 13,000 people each year to look like under baseline government choose South Australia. That’s around forecasts, and what we need to do a quarter of Adelaide Oval’s capacity, differently to reach our vision of 2 million or the number of people Melbourne people. Deloitte Access Economics has adds to its population every six weeks.5 now updated those forecasts for the latest Census data, and – fortunately for Reaching our 2 million target seems us – our task has become a little easier. unbelievable – but it’s achievable.

2 million people The challenge To reach a population of 2 million, an That being said, this journey won’t be extra 277,000 people will need to choose easy. We have the second highest median to call South Australia home by 2027. age in the country, only after Tasmania. This is slightly below the figure in our Our young people leave the state in first report, as the state’s population was droves, while international migrants revised upwards. continue to select Melbourne and Sydney as their destinations of choice. While To put it one way, we need to almost some young people do return in their double our population growth compared 30s, many remain interstate when they to the baseline from now until 2027. have children. This affects our birth rates South Australia’s population would down the track, and further accelerates grow at around 0.8 per cent each year our ageing population. Tellingly, there under middle of the range government are fewer young people aged between forecasts.4 Achieving 2 million people by 15 and 34 living in South Australia today 2027 requires us to meet the Australian compared to the mid-1980s. growth rate of 1.4 per cent each year. This uplift – around 0.6 per cent – represents an additional 131,000 people over and above the baseline.

14 Make it a plan Adelaide Phase 3|Answer By 2027 South Australia only needs 131,000 more people than under baseline projections. That’s less than three full Adelaide Ovals.

Chart 2.1: Baseline and target population growth

Pan ns

2m people 2027 target

1.87m people 2027 baseline

1.72m people in 2017

3

3 3 3

Baseline Target

Source: Deloitte Access Economics, Department of Planning, Transport and Infrastructure, ABS4

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2 million by 2027 An extra 277,000 people awler for South Australia

liaeth

awson aes

Middle metro population

862,000 2027 target oethal delaide CB 805,000 2027 baseline 742,000 2017

Outer metro population ahndor

701,000 2027 target 652,000 2027 baseline t Barer 591,000 2017

oarlunga

Regional South Australia population

437,000 2027 target aren ale 412,000 2027 baseline 390,000 2017 illunga

16 Make it a plan Adelaide Phase 3|Answer

awler But that’s what makes this target and Overall, net interstate migration needs our plan important. If we don’t do to see a fairly quick return to what we something to reverse the trend, we’ll be saw in the early 1990s, with the number looking down the barrel of a stagnant of people leaving South Australia or declining population in the medium roughly equal to the number arriving. Chart 2.2: Net interstate term – further reinforcing our decreasing Unfortunately, in 2016 we lost a net 6,900 migration, South Australia significance in Australia. people to other states – the worst result Source: ABS6 in some time, showing that we have some liaeth way to go.7

e nersae ran International migration is a key driver e nersae ran of Australia’s population as a whole, with a third of all Australians born

overseas. South Australia today captures approximately 5 per cent of international awson aes migration – well below our population 8 share. This is concerning given the advantages that Adelaide presents as an affordable place to raise a family or test out new ideas.

Attracting more international migrants is oethal 3 key to reaching a population of 2 million delaide CB by 2027. Overall, South Australia needs 3 to increase its share of international 3 migration to 8.9 per cent. This is a jump

3 3 from the current state, but it could be achievable with adjusted policy settings, 3 3 3 3 a strong economy and an enhanced 3 3 global brand.

ahndor What’s also crucial is that migrants choosing South Australia bring new skills Aligning the population stars or skills that are needed in our economy t Barer To reach 2 million by 2027, South Australia – something we discuss more in the next needs the population stars to align and section of this report. match their best performance in recent history. Together, interstate migration, Natural increase might be difficult to international migration and natural change in the short term, but attracting oarlunga increase (births over deaths) can change more young people to live in South the trajectory of our population growth. Australia will mean that there’s more families to have children. While it To improve net interstate migration, represents only a small part of the uplift we need to retain more of our best and to reach 2 million, we’ve modelled a slight brightest – and particularly young people, increase in the total fertility rate such aren ale who are the most likely to move, but also that South Australia meets the national have the greatest productive capacity. average over five years.

Of course, moving interstate is part and Linking population growth to a illunga parcel of living in Australia, and so we plan for Adelaide’s future need to attract more interstaters to live We believe that now’s the time to link here too. We can do this by providing the an aspiration for Adelaide’s population right opportunities for people to choose to a plan for the future economy. Our Adelaide, leveraging our advantage as population won’t increase to 2 million a liveable, accessible and affordable mid- without action to boost the economic sized city. opportunities presented by our state. 17 Make it a plan Adelaide Phase 3|Answer

+8%

rss ae Pr ns 3 3 +$38 billion

3

3

asene are Ana 3 n n en a

Chart 2.3: South Australian The next section considers the impact of our Beyond increasing the size of the gross state product under the aspiration on the South Australian economy. workforce, improving average baseline and 2027 target productivity can also have a significant Source: Deloitte Access Economics What will our economy look like effect. Such a workforce produces in 2027? more goods and services, attracts more Increasing South Australia’s population investment and will ultimately earn to 2 million by 2027 will have a profound more, affording higher consumption effect on our economy. But in a future and welfare. Labour productivity is where many of those people are coming projected to improve by 2 per cent by to Australia as skilled migrants, there’s 2027, assuming that increased skilled also an opportunity to increase our migration closes the gap in educational productivity. Together, population and attainment between South Australia, and productivity, along with labour force New South Wales and Victoria – which is participation, are the main drivers of currently around 5 percentage points. economic growth. Deloitte Access Economics modelled Overall, nearly doubling South Australia’s the impact of increased population population growth rate to meet the growth and skilled migration on the national average would result in a 9.1 per South Australian economy. We found cent increase in labour supply. Increased that gross state product (GSP) will be, labour supply means that there are on average, $5.4 billion larger each more employees available to work. year compared to baseline forecasts. The presence of an additional 131,000 By 2027, GSP will be 8 per cent higher residents above baseline government than the baseline. Overall, the scenario forecasts also translates to increased is estimated to lead to an additional aggregate demand, as more people $38 billion in economic activity in South are buying goods and services and Australia over 10 years in net present stimulating demand. value (NPV) terms.

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Increased population growth and skilled migration could lead to an additional $38 billion in economic activity over ten years.

Increasing South Australia’s population Many of these jobs will be in South primarily through skilled migration will Australia’s growth sectors. We’ll see a also impact employment. The expansion different manufacturing base emerge – in output leads to higher demand for one that’s focused on defence and health labour, over and above what can be industries. Further employment will come provided by higher productivity. It is from supporting a growing population, estimated that an additional 59,183 as well as more tourists and international full-time equivalent (FTE) jobs will be students. Our services sectors will also created by 2027, equivalent to 7 per cent continue to expand as we transition to of total employment. In addition, wages a knowledge-based economy, with our are projected to rise, with increased advantages in technology and creative employment and labour productivity. industries. But to get here, we’ll need to do things differently to the status quo.

Chart 2.4: Total employment in South Australia under baseline and target scenarios Source: Deloitte Access Economics

en s

3

asene are

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Pockets of growth 120,000 more people in middle metropolitan Adelaide by 2027

Growth by 2027 up to up to up to up to up to

65% 55% 30% 20% 10%

City central Activity centre Transit corridors Inner urban Sub-urban Dynamic, inner city environs Highly accessible High character Affordable and living environment Village based living ‘main street’ living urban living high quality living with a full range environment with environment with environment with environment of services and medium density good services good accessibility with a focus on employment housing and and employment to services and open space and opportunities. a broad range choices. employment family needs. of services. opportunities.

20 Make it a plan Adelaide Phase 3|Answer

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Bedord ar arion

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What will our city look like in 2027? to accommodate a larger population. For South Australia to reach a population Hames Sharley developed detailed of 2 million by 2027, an additional population distribution modelling to 120,000 people will need to live in evaluate the growth potential of each Adelaide’s middle metropolitan area category, considering the expanded compared to today. Deloitte partnered activity centres and proposed light with leading architecture and urban rail transit corridors in the 30-Year Plan design firm Hames Sharley to consider for Greater Adelaide. what Adelaide might look like under this scenario, while still retaining our Adelaide’s CBD and North Adelaide advantages as a liveable and affordable will significantly increase its current city. Our work with Hames Sharley population in a scenario where South presents how an increased population Australia has a population of 2 million. can be accommodated over ten years Residents live in a dynamic, inner-city without negatively impacting the environment, primarily in high density liveability of our city – which will be a key apartments or other attached housing. differentiator as we continue to grow. Diverse employment opportunities are conveniently located and accessible by public transport or on foot, while a full range of services and activities are similarly nearby. Private open space is It’s essential that all Adelaide more limited, but the public environment is of high quality. residents continue to choose Activity centres are village-based living where and how they want to live. environments with medium density housing and a good range of services and activities conveniently available. Shopping, health and recreational amenities are located nearby, while travel might be required for government, professional and cultural services. Public transport choices are available where What’s essential is that all Adelaide activity centres are linked to transit residents continue to choose where corridors, but private travel is otherwise and how they want to live – with a range required. Housing choices are focused on of lifestyle and living choices to meet attached and medium-density apartment differing needs. Not everyone wants to living, with occasionally constrained live in an inner-city apartment or a house private open space but a good quality on a quarter-acre block, nor do they public realm. want to be locked into those spaces for a lifetime. Core to attracting and retaining Transit corridors are highly accessible the best and brightest is the availability ‘main street’ living environments with of housing options which support high-frequency public transport readily different people at all stages of their lives. available to connect with employment opportunities and services. Transit And Hames Sharley, together with corridors will develop around new rail Deloitte, believe this is not only possible, routes across Adelaide. Public open but a key opportunity for Adelaide to space is generally of a good quality, and embrace. Hames Sharley designated will continue to improve as population five lifestyle categories which describe and density increases. Housing choices how people will live in Adelaide in 2027. range from one and two-storey detached Many of these are the same as what dwellings through to low-rise apartment exists today, but going forward, we’ll see blocks, with only some private open growth across all lifestyle categories space available.

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Inner urban areas are environments Infrastructure includes physical and with high character and good accessibility digital infrastructure – both of which are to a range of services through local vital to connect Adelaide from suburb centres. Job opportunities are more to suburb, region to region and on to the limited in the immediate area, but are rest of the world. easily accessible through public or private transport within 3 to 5 kilometres. Liveability is one of Adelaide’s key Houses are typically one and two-storey advantages, and something we must detached dwellings at a high price ensure we retain as our population grows point, with some low-rise apartments sustainably. Our vision centres on an or townhouses closer to local centres. integrated ‘city of villages’ design, with Private open space is broadly available, medium and high density living where while the public realm is of a very appropriate, and a focus on community good quality. and vibrancy.

Sub-urban areas feature affordable, Risk taking acknowledges that South detached dwellings with a focus on open Australia generally plays it safe, with a space and catering to family needs. conservative attitude towards risk and Travel modes are generally limited to investment. We need to encourage risk, private transport and bus routes, with acknowledge that failure is part of the longer travel times necessary to access learning process, and move along old employment opportunities and amenities protectionist attitudes. at local centres. Public areas are generally of good quality, but larger private open Workforce recognises that we have space options are the norm. issues retaining our best and brightest, who leave to pursue job opportunities What else needs to change? more attractive than those available Growing our population to 2 million locally. At the same time, the way and targeting eight growth sectors will people work will continue to change be complex and multifaceted. There are in the future, with new technologies many things we’ll need to do – some increasingly disrupting existing sectors of which are detailed in this report – and occupations. to make this chapter real and ensure South Australia flourishes on the path Perception acknowledges that the of economic transition. negative ways in which South Australians think about themselves are self-defeating, Our consultations with stakeholders and seeks to re-brand our state both elicited five key drivers which we need to nationally and internationally. get right to support our transition. These aren’t actions in and of themselves, but rather they underpin the opportunities detailed in the following chapter.

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Our 3 action plan

We know that South Australia’s future will be different to its past. But in order to be successful, we need to shape our future – not watch it happen.

Our research and consultations at the same time. Any plan for the future uncovered a series of 25 opportunities must acknowledge that circumstances to kick-start the transformation of will change, and while not all of these Adelaide and South Australia. These actions may become a reality, better opportunities span across our eight key ones will come along. What’s essential is sectors and beyond, and rely on our five that we elevate our thinking to see what’s drivers – infrastructure, liveability, risk possible in 2027. taking, workforce and perception – as the building blocks of future growth. As promised in our first report, most of They’re not listed in any particular order, these opportunities are for the private but are instead grouped into three areas: sector to step up to the plate. While we sometimes need governments to lead or •• Opportunities for the city and assist, we now need strong leadership middle metropolitan area from the private sector to invest in South •• Opportunities for the outer suburbs Australia and transform our economy, and regions while making good returns. •• Opportunities which are relevant state-wide. We’ll know we’ve been successful when we think differently about Adelaide. Importantly, this plan isn’t about any When the conversation isn’t about what one opportunity. All of us – in the private the government’s doing, but about sector, government and as citizens – what South Australian businesses are have a part to play in driving a more achieving all over the world. When more prosperous and exciting Adelaide. And people are choosing to live and work in part of that is to acknowledge and seize South Australia, not leaving for greener what’s already here today. pastures elsewhere.

We’ve also focused on a series of We’ve got a long way to go. But the truth opportunities rather than one or two big is, you can make it in Adelaide. And we’re ideas, because it’s important we diversify going to prove it. our economy – and boost our population

24 Opportunities Make it a plan Adelaide Phase 3|Answer

Adelaide, Public transport solutions Positioning the Our city a city of villages for a future Adelaide Market District as the village square

The Riverbank as Further development Establishing North Terrace South Australia’s our city’s front door in Adelaide’s Health and as a destination universities as Biomedical Precinct idea factories

Taking advantage of Developing and reinvesting Adelaide Airport Investment in digital the Old Royal Adelaide in Adelaide’s hotels as a facilitator of infrastructure Hospital site further growth

Claiming our fame Adelaide as a Our suburbs South Australia’s as the Festival State global medical and regions wine regions services destination

Making the most of Our businesses getting Energy opportunities Positioning South Australia the defence contracts bigger and better spanning both gas as resources-ready and renewables

Expanding agricultural Our state and Establishing the Using digital government opportunities in government policy South Australian to reduce the regulatory Adelaide’s regions Investment Corporation burden for business

The promise of Building South Australia Transforming A renewed immigration and and thinking differently South Australia by branding strategy the pathway there about infrastructure attracting head offices

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Our city Overview

As we look towards 2027, we need to capitalise on opportunities across our city – both in the CBD and into the middle metropolitan area. And the good news is that we have a plethora of opportunities on which to proceed.

Creating a city of villages is a way to service The Health and Biomedical Precinct, smaller, denser population groups where together with the institutions along people can live within close proximity to North Terrace and the Old Royal where they work, while better servicing Adelaide Hospital site, provide the needs of the local population. significant potential. From heritage buildings to local attractions and sights, Our villages will be built around a renewed establishing North Terrace as a focus on public transport solutions for destination is critical in driving interest, a future Adelaide – one where we invest investment and visitors. As a city of ideas, in high quality public transport to create we can continue to drive the impact of more accessibility and promote liveability. our universities and education sector both along North Terrace and beyond. The Adelaide Central Market offers the And the Old Royal Adelaide Hospital ability to grow and develop significantly – site presents one of the most significant from expanding the market itself through urban renewal opportunities in the to harnessing the unused airspace history of South Australia. above the site. As we head towards 2027, our city needs to be able to service the The other component that drives many of increase in visitors – locally and globally – these opportunities is an unrelenting focus and this is where the hotels sector steps on digital. We need to infuse Adelaide in. We need to ensure that the pipeline with cutting edge digital technologies of hotels is secured and developed, across all sectors – to drive connectivity, with the Airport as the gateway – to accessibility and innovation. continue showcasing Adelaide as a world-class destination. 2027 will be here before we know it and the opportunities for action within We also need to start thinking about our city need to be activated today, the Riverbank as three separate, but in order to build the robust future integrated and unified precincts. of tomorrow.

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Our city Opportunities

Adelaide, a city of villages 28

Public transport solutions for a future Adelaide 29

Positioning the Market District as the village square 31

The Riverbank as our city’s front door 32

Further development in Adelaide’s Health and Biomedical Precinct 33

Establishing North Terrace as a destination 34

South Australia’s universities as idea factories 35

Taking advantage of the Old Royal Adelaide Hospital site 37

Developing and reinvesting in Adelaide’s hotels 38

Adelaide Airport as a facilitator of further growth 39

Investment in digital infrastructure 40

Claiming our fame as the Festival State 41

Adelaide as a global medical services destination 42

27 Make it a plan Adelaide Phase 3|Answer

Our city Adelaide, a city of villages

Adelaide’s liveability is one of its key throughout the city and outward to Greater investment in cycling advantages over other Australian and through the inner suburbs would infrastructure is also important for cities, which is vital to attract the be a catalyst for the growth and inner city villages. Even though Adelaide best and brightest to South Australia. development of villages outside the is home to the largest cycling race in We need to put the liveability of CBD. But according to Hames Sharley, the southern hemisphere, the Tour Adelaide front and centre as a we also need to develop upgraded Down Under, we have one of the lowest sustained design principle as our city planning and incentives policies to incidences of people cycling to work and economy grows. This principle encourage more medium density, in Australia’s capital cities.9 Smarter should form the basis of much of our mixed-use developments within villages. investment in new dedicated bikeways international brand development. Managed and planned well, these throughout villages and to the city could developments can add to the character create a more usable and efficiently Urban villages are a way to service of an area, by creating more street connected network – meaning that hours smaller, denser population groups where activity and improving land-use diversity sitting in the car each week could be people can live within close proximity and employment opportunities while something of the past. to where they work. The villages design preserving our natural and built heritage. intends to reduce traffic congestion and commute times through enhancing In Adelaide, a city of villages would transit use, as well as better servicing incorporate the four villages of the the needs of the local population with CBD – the East End, West End, South cultural and civic centres, retail and East and Hutt Street Precinct and the entertainment precincts, school and Southwest Corner – plus extend across education services, as well as facilities for the inner suburbs to urban villages such healthcare, child care and aged care. as Norwood, Thebarton and Prospect.

Villages create a lifestyle in which you In turn, developing villages would support can get more of your life done around other sectors, generating economic places that you can walk to – places activity in the suburbs. Villages create the where you can pop into the supermarket right conditions to support businesses on the walk home from work, where you servicing the local population. And can wander leisurely to brunch on the as populations within villages grow, weekend, and where the school drop-off policymakers should explore the is on the walk to the tram stop. expansion of small venue licensing to inner city areas and consider easing Developing urban villages requires a restrictions on trading hours – generating change in the role of public transport additional business opportunities, and how we approach urban design. as well as providing greater flexibility Extending Adelaide’s tram network for consumers.

28 Make it a plan Adelaide Phase 3|Answer

Our city Public transport solutions for a future Adelaide

Our vision of Adelaide is Trams are not necessarily faster than fundamentally different to the one buses and are, in some ways, less that exists today. It’s one where flexible. But as the success of tram many of us choose to live in urban extensions in Adelaide and elsewhere villages along transport corridors shows, their superior comfort, legibility and near main streets in places like and predictability mean that light Prospect, Thebarton and Norwood. rail developments have the power to Places where, like many residents encourage passengers to get out of their living in the Southwest Corner do cars and get on board. now, you can choose to get rid of the second car – or to not have one at all. In order to support the population growth laid out in this report, an The foundation of urban villages is extensive tram network – north, south, excellent infrastructure, and particularly east and west – should be constructed. public transport infrastructure. Residents For the purpose of our analysis, we rightly demand high quality public have adopted the network identified transport not as an added benefit of in the Integrated Transport and Land urban living, but as a prerequisite for a Use Plan,10 but there are still questions development’s social licence to proceed to answer, such as whether or how to in the first place. Transport infrastructure deliver light rail on the Outer Harbor line. also increases the level of certainty for potential investors, who might be The development of Adelaide’s tram considering new developments across network has been talked about for Adelaide. At the same time, public almost a decade now. And the most transport is crucial in linking Adelaide’s contentious debate is always which outer suburbs to the CBD. That’s why corridor to build first. we think it is critical that South Australia embraces an expansion of its public This debate is the wrong one. The value transport network. of the whole future tram network will be much more than the value of each Tramways to heaven corridor individually. Significant network Adelaide was a city built on trams. Our benefits will flow from the service being wide streets were designed for the horse truly extensive enough such that people and buggy, but in the first decade of can make different choices about how the 20th century, the horse trams were they live and travel. Elements of the replaced by an electric tram network network which move through the CBD which extended from Henley Beach to have rightly been delivered first to Morialta, and from Kilburn to Mitcham. create the backbone of the system. But This historical network is reflected in in extending this network beyond the our main streets today, many of which parklands, somewhere has to be the first. are clusters of development along old tram corridors.

29 Make it a plan Adelaide Phase 3|Answer

The right way to answer this question is Leavin’ on that midnight train to analyse the engineering needs of the to Aldinga network as a whole, future patronage While trams will underpin the urban and road traffic, the opportunity to create villages in the inner city, the backbone urban villages and the most efficient of our future suburban public transport construction work plan. The wrong way system will be the O-Bahn and the heavy is to make decisions based on which rail network to the north and south. seats are the most marginal. That’s why we recommend that the first task of the Urban consolidation and expansion new independent infrastructure body, north and south over the next decade Building South Australia, is to identify will necessitate continued investment in the construction plan for the network rail. In the first instance, the electrification – independent of the political process. of rail to Gawler remains a key priority to drive modal shift to public transport Of course, trams don’t come cheap. by improving vehicle speed, enable The network as a whole would cost increased frequencies and enhancing several billion dollars. A great deal of passenger comfort. Toward the end of that cost will be borne by Government the decade, the expansion of Aldinga and – Commonwealth or state. But there’s areas around Gawler are likely to bolster considerable opportunity for value the business case for rail extensions to capture along many of the corridors. service those communities. Value capture is not the panacea which it’s sometimes marketed as, Of course, the significant weakness of but Government could undertake our rail network is that it terminates at joint venture developments with the one location on the edge of the CBD. As property sector on commercial terms we indicated in our discussion paper on to make the most of rising demand. cities, a decade from now, Adelaide will be around the same size that Perth and There’s also scope for private sector Melbourne were when they planned their involvement on the delivery side. Public underground train loops. Government private partnerships (PPPs) for the plans – dating back to the Metropolitan delivery of public transport typically take Adelaide Transport Study and as recently the form of availability charges, paid as the Integrated Transport and Land under a build-operate-transfer scheme. Use Plan – have flagged its development. This sort of PPP could be attractive, There is no doubt that it is a very if it assisted Government to develop significant – and expensive – project. the scheme more quickly and smooth But as we said in our earlier report, its investment profile, but it should be we believe that an underground loop approached carefully. The cost of capital should be a larger part of public debate. for the public sector is currently relatively cheap and there are delivery risks in both the construction and operation of a PPP tram scheme which would need to be well managed before the Government proceeded down this path.

30 Make it a plan Adelaide Phase 3|Answer

Our city Positioning the Market District as the village square

Many South Australians wouldn’t The Central Market Arcade redevelopment The Central Market Arcade redevelopment realise that the Adelaide Central isn’t – and shouldn’t be – a government will take some time, but there are still Market is the largest undercover infrastructure project. It’s a chance for actions we can take now to further boost market in the southern hemisphere. the private sector to step up to the stage the Market’s success. Regional stalls Founded by market gardeners as and partner with the Council to present can be installed where there’s room – a retail alternative to the East End the best they have to offer to Adelaide stalls like the relatively new Kangaroo Market, trading commenced at and the world. Island Stall, which support employment the site in 1869 with gas lighting in the regions and allow retailers to and a couple of fences. Imagine what could be done above the showcase their products in front of site – whether that be luxury apartments 8.5 million visitors. Continuing the uptake Fast forward almost 150 years, and the or food and beverage research labs. of digital technologies and meeting the Central Market is loved by locals and Coupled with mixed-use precincts on expectations of busy shoppers today, visitors alike – now a bustling market the ground and basement levels and an but still catering to those who’ve been home to an eclectic mix of over 80 stalls expanded Central Market, the site has shopping at the market for decades. and holding the title of South Australia’s the potential to radically transform the most visited tourist attraction. The Market District into a place ready for the These plans are taking shape now. But recognisable brick façade was built in future while still retaining the authentic we need Adelaide to get behind them, 1900, with a series of redevelopments character of the Central Market as a to take some risks and welcome a new in the 1960s transforming the site to food market at its core. A place that’s era for the Adelaide Central Market. what it is today.11 lively at night, with laneways like Market St and Field St active and full of people, But it’s time for the designs of the 1960s alongside the new arcade and Victoria to make way for the market of tomorrow. Square as the central hub of activity. In 2018, the City of Adelaide will take control of the adjacent Central Market But the opportunities don’t stop there. Arcade, with redevelopment plans The arcade redevelopment will be a already in the works.12 This represents catalyst for private investment in the a significant opportunity – not only broader Market District and beyond, to expand the Central Market, but to with other areas ripe for redevelopment develop the Market District as Adelaide’s in the coming years – particularly as core food and wine destination. The site the population living nearby soars with needs to cater for the growing population students, retirees and office workers. in the city’s southwest corner, as well as providing rich experiences for both locals and visitors.

31 Make it a plan Adelaide Phase 3|Answer

Our city The Riverbank as our city’s front door

The Torrens winding its way pedestrians. More recently, SkyCity has through the city of Adelaide is a announced its intention to proceed classic postcard image. But only with a refurbishment and expansion of recently have we begun to think the Adelaide Casino,14 as well as Walker of the Riverbank as a unified Corporation’s planned investment as part precinct – stretching from Gilberton of the Festival Plaza redevelopment.15 to Bonython Park, including the Health and Biomedical Precinct, Of course, there are many more Adelaide Festival Centre and the opportunities for public and private North Terrace Cultural Precinct, investment along the Torrens’ banks, and the Old Royal Adelaide Hospital some of which are detailed in the Precinct. Looking onto the river following pages. But the Riverbank are also a number of our premier shouldn’t be considered as a series of entertainment venues, including the public and private infrastructure projects; Adelaide Casino and Adelaide Oval. rather, it’s three separate, but integrated precincts. And these precincts need Over the past couple of years, the to be thought of as such, with a focus Riverbank Authority has been tasked towards the river, not with our backs with transforming the Riverbank to it – as has been the case for many into the front door to the world and years. While establishing the Riverbank Adelaide’s own backyard.13 We’ve seen Authority is a great first step, we can the extension of the Convention Centre do more to ensure its development, and the redevelopment of the Festival including giving teeth to the Authority Centre, with significant public works as the body providing coherence to still in train to connect these areas for otherwise disparate projects.

32 Make it a plan Adelaide Phase 3|Answer

Our city Further development in Adelaide’s Health and Biomedical Precinct

The skyline on the western end of see patients flying to the United States clinicians and students in improving North Terrace is dominated by new for proton therapy treatment, but health outcomes for South Australians buildings – from the recently opened Adelaide now has the potential to be a and people living across the world. Royal Adelaide Hospital to the key medical destination. In addition, there are commercial striking South Australian Health and opportunities for businesses to spin Medical Research Institute (SAHMRI), One of the core benefits of the Health out of the Precinct, into the broader the University of Adelaide’s Health and Biomedical Precinct is co-location. West End once they grow beyond the and Medical Sciences building With thousands of researchers, clinicians startup stage. and the soon-to-be completed and students all based in the one UniSA Health Innovation Building. precinct, there are ample opportunities Collectively one of the largest health to collaborate and learn. Indeed, clusters in the southern hemisphere, networking effects are a key benefit South Australia’s Health and of integrated precincts, where close Biomedical Precinct is taking shape. proximity allows for the communication of ideas between researchers and But for SAHMRI, the focus is firmly on the industry participants. Institutions such future – with a second building already as the South Australian Academic Health on the cards. Majority-funded by private Science and Translation Centre, also sector investment, SAHMRI 2 will add based at SAHMRI, can further assist in an extra 31,000 square metres in total translating research into deliverable floor area, will house 20 to 25 clinical healthcare outcomes. trial rooms, and offer 11 floors of dry lab space. The first three floors are already There still remain significant opportunities secured by SAHMRI and will be occupied for investment in and around the Health by 400 researchers – 30 per cent of and Biomedical Precinct. For example, which are from interstate and overseas. there will need to be enough short-stay The building is scheduled for completion accommodation to house proton therapy in 2021.16 patients and their families for multi-week stays, as well as the relatives of patients SAHMRI 2 will also incorporate the visiting the nearby Royal Adelaide Australian Bragg Centre for Proton Hospital from regional South Australia. Therapy and Research, Australia’s first proton beam therapy unit. Proton Importantly, the Health and Biomedical beam therapy is a targeted way to treat Precinct still has room to grow – and cancer, with three treatment rooms to given that the first SAHMRI building be installed in Adelaide. SAHMRI expects is at capacity well ahead of schedule, the treatment will be accessed by people there’s even potential for a third building living across Australia, as well as by nearby. This would not only cement the international patients from across central Precinct as world-leading, but would and southern Asia. Current alternatives help to continue the work of researchers,

33 Make it a plan Adelaide Phase 3|Answer

Our city Establishing North Terrace as a destination

Situated on North Terrace are some It’s also time to consider the southern of Adelaide’s most prestigious side of North Terrace. For too long, buildings. From Parliament House heritage buildings have been left empty to the Art Gallery, Freemasons as the areas surrounding them have Hall and through to Ayers House: been renewed. With the tramline and many of the buildings, and the other investments along the Riverbank, institutions housed within them, the time is right for private investors to are important in both a local and take another look at those buildings and global context. But with the North think about their future potential. These Terrace redevelopment in the investments provide the opportunity to mid-2000s now a distant memory, connect the Riverbank precincts through it’s once again time to think about to the CBD and our prime shopping the opportunities presented by facilities, and to create interesting places the precinct. for visitors.

The North Terrace Cultural Precinct Our institutions are also well placed to is, and should be, a destination in its develop an integrated Aboriginal cultural own right. offering. The South Australian Museum, for example, has the largest collection With a tramline to be running down its of Aboriginal artefacts in Australia, while length by March 2018 and bookended both Tandanya and the Art Gallery have by investment on either side, there’s significant collections of Aboriginal art. now a significant opportunity at hand Building on the success of events such to reposition North Terrace as the core as Tarnanthi, it’s time to better recognise precinct of cultural activity in the city. Key and display our own cultural and projects which are in the initial planning Aboriginal heritage. stages include a redevelopment of the South Australian Museum, as well as the These projects solidify the case to potential for Adelaide Contemporary develop a brand for North Terrace on the Old Royal Adelaide site and the – one which highlights its attraction subsequent renovation of the current as a destination for both locals and Art Gallery. But it’s possible that public travellers. We can then consider other funds won’t spread far enough for all changes which make sense under the these projects. Just as we’ve identified North Terrace brand, like extended plenty of opportunities in this report opening hours on Thursday and Friday for the private sector to invest for a nights, or unified marketing interstate return, we think that these projects and internationally. could be a place for the private sector to invest philanthropically alongside the public sector.

34 Make it a plan Adelaide Phase 3|Answer

Our city South Australia’s universities as idea factories

Universities push the frontiers of single largest drivers of economic and knowledge and are the engine rooms export activity.17 of the modern economy. Universities teach people how to think This activity extends well beyond the critically and creatively, producing Adelaide CBD. Flinders University, for a workforce that is innovative, example, with its two main campuses adaptive, and highly productive. located at Bedford Park and Tonsley in But universities also generate new Adelaide’s southern suburbs, employs ideas and undertake research to some 2,300 people – approximately solve current and future problems. 26 per cent of the total university workforce.18 Both UniSA and the While the importance of government University of Adelaide also operate support and funding for the higher campuses in suburban Adelaide and education sector goes without saying, country South Australia. it is equally important that the private sector – particularly in the key industries More can be done to help grow the we have identified – increase their sector into the future. Currently, engagement with universities to better all three universities have plans to take advantage of their research. The expand and improve the quality of opportunities from this engagement their teaching and research outcomes, include but extend well beyond as well as the student experience, applied science, to sectors such as by upgrading campus facilities. An our creative industries. important component of the future growth of South Australia’s university South Australia has a number of sector is the continued expansion of highly-ranked universities, the largest international education. In comparison being the University of Adelaide, the to the recent past, however, the University of South Australia (UniSA) emphasis will be on attracting students and Flinders University. In 2016, these from a broader range of countries to a three universities had a combined more diverse offering of courses and workforce of some 8,700 people – all qualifications, particularly around health significant employers in their own right. and science, technology, engineering, and mathematics (STEM) subjects. South Australia’s universities also make a significant contribution to the state’s Building on our strength in the sector, economy through international education. all three of our major universities in The contribution of international South Australia have significant plans to education to South Australian gross state continue to grow. UniSA has a significant product was estimated to be around $954 capital program in Adelaide’s West End, million in 2015, making it one of the state’s with its landmark ceremonial building

35 Make it a plan Adelaide Phase 3|Answer

Pridham Hall opening next year among choice and availability of student a range of investments across City West, accommodation at different price Mawson Lakes and City East. points could enhance the attractiveness of South Australia’s universities to Down North Terrace, the University of international students from a broader Adelaide has mapped out an ambitious range of backgrounds and countries. master plan for the next twenty years, Similarly, difficulties in finding private including a new statement entrance providers in the health and medical building on North Terrace which will industries to provide structured better connect the University to the city. traineeships or internships is limiting And at Bedford Park, Flinders University the capacity of universities to expand has considerable plans for a urban their offering to international students village between the heart of its campus across a more diverse range of subjects. and the new Flinders train station, which Of course, there are synergies here with could be worth $2 billion over the next expanding global health services as an two decades. industry in South Australia.

Each of the universities’ capital plans Furthermore, each of the state’s largest provide considerable opportunity universities are investing heavily in for private investment, either directly research precincts and in establishing alongside the university, or in projects innovation incubators, all intended to which complement the investments reach out and create greater linkages being made on campus. with the private sector. These include SAHMRI and SAHMRI 2 on North Terrace Building the university sector in Adelaide’s CBD, the Tonsley innovation needs enthusiastic partners in both precinct in Adelaide’s southern suburbs, Government and the private sector. as well as innovation incubators such While there’s a lot of enthusiasm in parts as the New Venture Institute (NVI) at of government and industry to grow Flinders University, ThincLab at the our universities, more needs to be done University of Adelaide, and the Innovation to clear bureaucratic roadblocks which and Collaboration Centre at UniSA. hamper the growth of South Australian universities across all levels of local, state It’s now up to the private sector to and Commonwealth government. take advantage of the knowledge and resources that universities have to offer Continued private sector involvement – from the commercialisation of research to support the state’s university to engaging with researchers on current sector could also spur growth. Greater issues to benefit industry.

36 Make it a plan Adelaide Phase 3|Answer

Our city Taking advantage of the Old Royal Adelaide Hospital site

The Old Royal Adelaide Hospital The long mooted Adelaide Contemporary (ORAH) site presents one of the would become a globally important most significant urban renewal cultural destination, as well as an opportunities in the history of important meeting place for people South Australia. And both public across Adelaide and South Australia. and private investment will be Adelaide Contemporary would also help crucial to making the precinct work attract complementary creative industry and fulfilling its significant potential. investment to the ORAH precinct and the East End. Of course, it would also be The ORAH site lies at the intersection of central to the visitor economy – with the a few of Adelaide’s most lively precincts. Government launching a registration of To its west, North Terrace boasts the interest process for a new, minimum five state’s premier Museum and Art Gallery, star hotel to support visitation to what as well as the University of Adelaide and could become an iconic destination. the University of South Australia (UniSA) at City East. To its south lies the East The location of the site adjacent to two of End and Rundle Street, a paradise for South Australia’s universities also creates foodies and busy students alike looking opportunities to continue the growth for a strong coffee, and a place to shop. of international education, potentially Just east of the ORAH site is the Botanic through innovative models of service Gardens, a focal point of the green belt. delivery. Neighbouring the universities is also a boon for the growth of technology The precinct is walking distance from the and digital businesses – especially for centre of the city and is soon to be linked significant global corporates and start- by a tram down North Terrace – and if ups for which it is valuable to co-locate the opportunity to complete the tram with university students and researchers. network is taken up, the precinct will have We believe this site could become a direct route to the eastern suburbs. globally recognised as a unique urban development success that integrates Spread over seven hectares and education, innovation, culture and the managed by Renewal SA, the site arts with a unique connection to the presents significant opportunities for vibrancy of our city and our unique redevelopment. We believe that of the parkland offering. eight sectors which we have identified, there’s opportunities for at least half to flourish at the ORAH site going forward.

37 Make it a plan Adelaide Phase 3|Answer

Our city Developing and reinvesting in Adelaide’s hotels

There is a strong pipeline of Of course, the stand out month is March, hotel developments in Adelaide, coinciding with the festival season. but we need to ensure that the Occupancy rates reached 84.6 per cent developments actually go ahead and room rates averaged $174, both and are finalised end-to-end. well above the trend average.

The tourism statistics paint a powerful New hotel developments are key for picture. Total tourism expenditure South Australia to make the most of has grown to a record $6.3 billion, up its burgeoning visitor economy, and to 4.9 per cent for the year to June 2017. capitalise on the opportunities presented South Australia attracted 6.2 million by redevelopments like the Adelaide domestic overnight visitors, up 0.5 per Convention Centre and Adelaide Oval. cent and 435,000 international visitors, There is also great potential to reinvest in up 3.1 per cent on the prior year.19 our current hotel stocks and for buildings on both the north and south side of There is significant opportunity to North Terrace, as well as harnessing the continue growing the visitor economy, heritage aesthetic of Adelaide. but this is reliant on fulfilling and committing to the already established It’s important to closely monitor the pipeline of infrastructure projects timings of projects and whether any across the hotel sector in Adelaide. anticipated new projects are pushed out. Supply growth is expected to see As Deloitte’s Tourism and Hotel Market 125 rooms added in 2018 and 708 new Outlook indicated, Adelaide’s hotel rooms (from five projects) in 2019,21 market saw some of the nation’s but some projects have faced delays or healthiest gains in the first half of 2017. cancellations. On the other hand, the Average daily room rates increased by Government has opened an expression 1.7 per cent to $147 and revenue per of interest process for a new hotel available room grew 2.6 per cent to on the Old Royal Adelaide Hospital $114. Trend occupancy rates saw growth site. Crucially, we need to realise the of 0.9 per cent, reaching an average opportunities in Adelaide’s hotel market, rate of 77.8 per cent in the city. The to capitalise on the increase in both increase in occupancy rates represented international and domestic tourism going stronger performance over the past forward, as well as related opportunities, six months compared to the same including global medical services and timeframe in 2016.20 international education.

38 Make it a plan Adelaide Phase 3|Answer

Our city Adelaide Airport as a facilitator of further growth

As we’ve argued throughout development, Adelaide Airport releases this report, the most important a master plan every five years so that economic opportunities for our stakeholders can have knowledge and state over the decades to come are confidence in the development of this from the opportunities to accelerate vital infrastructure. The Airport’s Master both goods and services exports. Plan details a plan for how the Airport will Given our location, the quality and leverage private investment to drive its efficiency of our interstate and ongoing growth, as well as contribute to international gateways is vital to economic growth. our economic prosperity. Key elements of this Master Plan include A number of South Australia’s key sectors the hotel development already underway, for growth – tourism, international and then in the future, the expansion education, professional services and of the terminal building at its southern the highest-value parts of agribusiness end, the construction of additional – are dependent on excellent airport international gates and the expansion infrastructure and its capacity into of customs and immigration processing, the future. Adelaide Airport is a major and plans to improve the handling of gateway for the visitors that make up flights to regional South Australia. South Australia’s $6 billion tourism industry, plus having more frequent In addition to investments to be international flights to a wider variety of undertaken by the Airport and private destinations will make our city a more investors, we’ve also highlighted desirable place to study.22 separately the opportunity to enhance ground transport by building a tram Adelaide Airport expects that recent link to the Airport, as well as ensuring trends in aircraft markets will increase ongoing investment in arterial roadways the number of international destinations to secure the unimpeded movement of with direct flights to and from Adelaide, freight as well as people. The success of and that the total movement of aircraft the level of investment secured around through the airport will grow at 3 per cent the privatised airport model is due to per annum. This will service a 5.4 per the policy rigour that has underpinned cent yearly increase in international aviation regulation and the stability of the passengers, including many international economic regulation regime in Australia. students and tourists. This highlights the important role that government can play in providing strong Given the central role that the policy, regulatory stability and taking a Airport plays in the state’s economic long term view.

39 Make it a plan Adelaide Phase 3|Answer

Our city Investment in digital infrastructure

We need to fuse the worlds of digital to facilitate private sector investment and infrastructure. Both need to around the precincts, both commercial work hand in hand to ensure that and residential, where precincts there is far more connectivity intersect with village developments. between Adelaide, regional South Raising awareness within the business Australia and the rest of the community is a critical next step. world. By having a strong digital infrastructure approach, businesses The opportunity presented by Ten across South Australia can focus Gigabit Adelaide is also imperative on putting customers first, while – with the City of Adelaide preparing to entrepreneurs can concentrate on be the first capital city in Australia to their next idea rather than their build a network enabling synchronous download speed. 10 gigabit data transfer speeds.24 It’s crucial that we support projects such There are a number of projects currently as Ten Gigabit Adelaide to ensure our on the cards in South Australia – some city is an attractive place for technology of which are already in or close to workers to live and businesses to invest. operation, while others are still in earlier stages. Supporting digital projects is And when it comes to 5G, we could critical, as digital technologies can open offer up Adelaide to host a trial – with up significant opportunities for small and numerous benefits uncovered around medium-sized businesses to grow and complementing broader ecosystems innovate, as well as supporting larger, and providing seamless connectivity.25 more established businesses to continue to mature.23 Adelaide needs to think of itself as a thriving hub of innovation and digital GigCity Adelaide, for example, is development. The digital infrastructure delivering 1 gigabit synchronous Internet of a Smart City allows entrepreneurs access for businesses at a series of to access data that can unleash 14 innovation precincts located across tremendous value. It also promotes the metropolitan Adelaide. But there’s future creation of a network of partnerships potential to connect even more precincts between all levels of government, to the high-speed network, with a recent business, non-profits, community groups, expressions of interest process attracting universities and hospitals, all focused on significant attention. In the future, a similar goal of creating a smarter city.26 connecting precincts in regional South Australia could generate opportunities These digital endeavours are set to in areas which might otherwise miss out make a significant impact in the context on the benefits of digital technologies. of Adelaide and South Australia’s This infrastructure has the potential economic transition.

40 Make it a plan Adelaide Phase 3|Answer

Our city Claiming our fame as the Festival State

We might not proclaim it on our Significant growth will continue to come But we can’t just rest on the past success number plates anymore, but from interstate and overseas visitors. of our artists and festivals. Growth will South Australia still holds the title But as the market becomes increasingly come from embracing new ways of doing of the Festival State. In 2016, over sophisticated, we should invest to old things – like using technology to half of all festival tickets sold across ensure we’re competitive with other enhance the consumer experience, or the nation were to South Australian cities – cities which steal our ideas and building common infrastructure across events. And the Adelaide Fringe try to beat us at our own game. We need events. We should take advantage of sold the most tickets of any festival diverse accommodation options for the Adelaide’s openness to new ideas, plus across Australia, retaining its place arts market which can cope with the peak our growing start-up sector, to develop as the second largest open access demand seen in February and March, a knowledge cluster around festivals and fringe festival worldwide. as well as efficient cross-city transport events technology. options to hop between venues. Better Despite increasing competition from utilising our natural advantages, such Finally, we need to invest in the cities interstate, Adelaide’s festivals as our favourable weather and close people that make it all happen. South continue to grow in scale and diversity. proximity to regional destinations, can Australia is a logical home base to Economic analysis commissioned by create unique experiences for locals educate the workforce which delivers Festivals Adelaide – the industry’s peak and tourists alike. Further investment festivals, especially given so many of body, representing 11 festivals – shows in creative infrastructure – such as our experienced workers use Adelaide that the sector is growing at an average event-ready spaces and artistic venues to springboard across the world. We of 10 per cent each year.27 – will also cement our place as a must also provide the right support for world-leading festivals destination. talented artists and makers, whether But we’ve hardly scratched the surface. through private investment or public South Australian residents continue There are also global opportunities initiatives, to ensure they continue to to have a unique engagement with the beyond international tourism. We can choose Adelaide as the best place to do arts, with Adelaide often picked as a use the festivals as a platform to launch creative business. ripe testing ground to trial new ideas. and foster international business and We can capitalise on this period of civic trade relationships – with OzAsia a It’s time for Festivals Adelaide to take openness to test new products across leading example. At the same time, South the lead and reclaim our fame as the all industries, as well as to create social Australians can continue to export their Festival State. and material change. work across the world, through programs such as the Honey Pot at Adelaide Fringe.

41 Make it a plan Adelaide Phase 3|Answer

Our city Adelaide as a global medical services destination

There is an opportunity to position and the clean environment, culture and approvals also need to be considered, Adelaide as a quality destination food industry, alongside quality care and to ensure that the process does not for global medical services. lifestyle, means it becomes the perfect become a deterrent. Securing direct Fundamentally, global medical choice for accessing health services. flights to source destinations is also services (often termed medical a key driver. tourism) can be defined as the In the international medical arena, process of patients travelling abroad Adelaide is recognised and well known For Adelaide and medical tourism to for medical care and procedures, for quality and this in turn makes the become top of mind, a targeted branding usually because medical procedures region a desirable destination for global exercise will need to be undertaken. are less available or less affordable medical services. Interestingly, one Marketing materials and strategies would in their own country.28 It can range study found that 66 per cent of China’s need to be developed to provide current, from health checks to more complex 1.18 million wealthy millionaires would informative and insightful information or longer stay procedures. consider medical tourism.29 – in all languages – that showcases Adelaide’s world class services. Growing medical tourism can certainly In the same way that international be seen as an economic opportunity for education is now established as a When it comes to implementation, the state – supported and brought to life thriving industry, the same could be we need to look to other countries and through the right infrastructure, policies possible for global medical services. their best practice techniques around and regulatory developments. It’s important to therefore emphasise medical tourism. This could include a that the right infrastructure is required, focus on efficient visa approvals, patient This initiative can drive benefits for both with quality hotels situated nearby to pick-ups at airport arrivals by someone Adelaide and the international tourists medical facilities – to ensure a quality that speaks their language, accessibility who visit. South Australia has a robust and seamless experience. measures and a central point of contact reputation for industry-leading medicine supported by a wider team. An industry and medical breakthroughs, particularly There are a diversity of issues that would body or association set up to facilitate through the Health and Biomedical need further industry discussion and these processes could be an option, Precinct and the upcoming proton beam resolution. Visa issues would need to in addition to the efforts of individual therapy unit. At the same time, there be determined – with protocols around medical facilities. is a sense of ease in being a visitor to tourists versus the intent of visiting for Adelaide. The proximity to many places medical procedures. Timings around

42 Make it a plan Adelaide Phase 3|Answer

43 Make it a plan Adelaide Phase 3|Answer

Our suburbs and regions Overview

South Australia’s suburbs and regions bring together passionate people, hardworking businesses and a community that is rich in knowledge, insights and world-class expertise. We need to collectively ensure that we unearth the opportunities existing within and across the regions to create a sustainable and dynamic future.

South Australia’s wine regions are The roadmap towards 2027 will also brimming with possibility. The quality, need to see opportunities across expertise and uniqueness of our wine gas, minerals and renewables move regions can lead the nation and on an front and centre stage. Our expert international scale. Similarly, we must seize research and development capabilities the significant agricultural opportunities can provide global leadership across in Adelaide’s outer suburbs as well as the new technologies, clean-tech and a regions, to ensure we make the most of sustainable approach. our clean and green environment. When it comes to liveability, our regions Speaking of scale, the same could be reveal the splendour of South Australia. said for many of our businesses which We need to harness this even more, are looking to grow, expand and extend with a focus on our clean and green but are frustrated about missing out on credentials in agriculture. public and private sector opportunities. From collaboration to joint ventures, Our opportunities for action ensure that consolidation and more, we need to we can all put our best foot forward in ensure that our business community is shaping, framing and driving prosperity able to make the most of growth activities. in the lead up to 2027 and beyond.

44 Make it a plan Adelaide Phase 3|Answer

Our suburbs and regions Opportunities

South Australia’s wine regions 46

Making the most of the defence contracts 47

Our businesses getting bigger and better 48

Energy opportunities spanning both gas and renewables 49

Positioning South Australia as resources-ready 50

Expanding agricultural opportunities in Adelaide’s regions 51

45 Make it a plan Adelaide Phase 3|Answer

Our suburbs and regions South Australia’s wine regions

South Australia is responsible for to be commercially viable and acceptable innovative wine-making skills. We could almost half of Australia’s annual wine to a range of parties, dedicated tourist develop digital tourist infrastructure production and is home to some of the services on existing regional corridors. at wineries and in regions, to improve most famous regions and oldest vines Integrated transport to access our accessibility – consider the potential of in the country. The total reported wine regions is crucial to attract further multi-language street signs or mobile crush was more than 860,000 tourists, particularly free and independent applications. Continued investment in tonnes in 2016-17, with an estimated travellers who seek a unique, self-directed water infrastructure and innovation market value of over $650 million – experience rather than traditional tours. in resources management systems an increase of 13 per cent on the 2016 will also future proof our wine regions. vintage in value terms.30 We’ve recently seen significant investment New ways of doing old things will keep in South Australian wineries and their South Australia ahead of the pack. The vineyard assets found in South facilities – from the futuristic d’Arenberg Australia’s Barossa Valley, McLaren Vale, Cube to Mitolo’s state of the art cellar Of course, South Australia is already Langhorne Creek, the Coonawarra, Clare door, while wine experiences such doing well – in 2016, South Australia was Valley and the Adelaide Hills represent the Penfolds’ make your own blend continue recognised as one of the Great Wine core of the state’s wine industry. Together to increase in popularity. Also trending Capitals of the world, alongside regions like with smaller regions, South Australian are cellar door collaborations, following Bordeaux, the Napa Valley and Mendoza. wineries produce over 80 per cent of Unico Zelo’s partnership with Applewood We need to leverage the world’s interest Australia’s premium wine in a wide range Distillery to open Ochre Nation in the to boost our exports. Consolidation of styles.31 Our main export destinations Adelaide Hills. and cooperation will be key here to access include China, the United Kingdom, the new markets with sufficient scale. United States of America and Canada. But there are still opportunities for further development to enhance the experiences of From the relatively warm temperate South Australia’s wine regions have a those visiting the wine regions. More luxury climate of the Barossa Valley, to the strong reputation both domestically and and boutique accommodation in the wine cooler Adelaide Hills region, the diversity internationally. But we could be doing more regions could boost visitation and overnight in South Australian wine is due, in part, to capitalise on these opportunities. We stays, following the successful expansion to the state’s wide range of climates. need to start thinking about how we can of The Louise in the Barossa. Encouraging Developing South Australia’s brand is leverage our strengths in wine production travellers to stay longer not only provides a key to transforming these natural to increase exports, attract more tourists more authentic experience, but also delivers endowments into tangible value for and develop a stronger wine sector. economic benefits to the regions. We must the state. Developing an appellation invest in unique experiences to deliver framework – where growing areas are In iconic wine destinations such as France, something new for travellers, to reinforce defined and protected – could further rail networks extend to wine growing South Australia’s reputation and standing reinforce the value of our wine regions. regions, making them more accessible to as a wine destination, and to give existing tourists. We could do something similar. and potential visitors something to tell Growth in the wine industry will succeed South Australia’s north-south geography others about. on the back of private investment and sensible and existing networks means that public government investment and support. transport connections to the wine We also need innovation in the sector Together, we can ensure South Australia’s regions are possible, potentially through to continue to compete. The recent wine regions continue to lead the nation a combination of extended rail lines popularity of ‘natural wine’ presents and are competitive on a global scale. past Gawler and to Aldinga paired with a opportunities to promote our clean last-mile coach service, or if it were found and green environment, as well as our 46 Make it a plan Adelaide Phase 3|Answer

Our suburbs and regions Making the most of the defence contracts

The Commonwealth Government’s engineering and technical roles through To support the growth of small to commitment to the Naval to program management, procurement medium businesses and the workforce Shipbuilding Plan presents a and commercial roles, it is clear that needs of primes, it is essential we have significant opportunity for South those opportunities will be diverse. a detailed understanding of the skills Australia. With the important goal The Government expects the naval and capabilities of the current workforce of national security, the Plan will shipbuilding workforce to grow to and how that will change going forward. build and sustain Australia’s naval around 5,200 workers by the mid to This can inform both the curriculum shipbuilding and sustainment late 2020s, but more than double that and messaging at a school level, and industry, creating a sovereign number will work in roles throughout all components of tertiary education. capability centred in Osborne, the supply chain.33 The alignment of industry needs to our South Australia. education system has never been more We need to ensure that South Australian vital – and not just in the more obvious The proposed Government investment businesses – particularly small and competencies such as STEM, but in is substantial. Around $90 billion will medium businesses – are aware of the digital literacy required to develop be invested in new naval vessels, those opportunities throughout the and leverage the technology utilised in submarines and frigates, with more supply chain, and have the capabilities modern defence construction projects. than $1 billion invested in modern to participate in this plan today and shipyard infrastructure at Osborne. throughout the coming decades. The Commonwealth Government will While construction of the first future also establish a Naval Shipbuilding submarines may be some years away, College, headquartered in South the time for action is now. And small Australia, to ensure our workforce and medium businesses will play a is capable and appropriately skilled.32 critical role in the success of Australia’s defence industry.34 Unsurprisingly, the eyes of the global defence industry are firmly locked on We expect that many smaller businesses Adelaide, with many primes looking will need a capability uplift to participate to scale up their presence in South in the defence supply chain, particularly Australia. But the Naval Industry Plan with respect to quality management, isn’t a silver bullet – rather, it’s a core procurement processes and cyber component of a diverse economy, and security. Agencies such as the Centre can support growth in a number of for Defence Industry Capability (CDIC), adjacent sectors. South Australia is well headquartered in Adelaide, will be placed to further develop its capabilities important in ensuring business readiness, in additive manufacturing and technology as will other programs that focus on (such as the Internet of Things), as well specific capabilities, such as the Cyber as the emerging space industry. Security Small Business Program. South Australian businesses need to start Implementation of the Naval Shipbuilding taking advantage of these programs and Plan will result in significant employment opportunities to be ready when tenders opportunities for workers. From and contracts start streaming through.

47 Make it a plan Adelaide Phase 3|Answer

Our suburbs and regions Our businesses getting bigger and better

There’s a world of opportunities their members. Almondco, a Renmark- presented for South Australia – but based co-operative of 160 almond many of the businesses in our state growers in South Australia, Victoria, are smaller than the scale which is New South Wales and Western Australia, necessary to make the most of them. is an example of what’s possible if businesses make the most of the As part of the Make it Adelaide opportunity to collaborate. Through consultation process, we spoke to investing together, the co-operative many managers of South Australian has been able to invest in advanced medium-sized enterprises who processing and quality systems, including explained their frustration about missing an in-line pasteurisation system that out on the opportunities presented eliminates the risks associated with both by Government procurement, a ground harvested product, which and many of the major private sector they market under the AlmondcoPure projects currently being undertaken. brand – resulting in Almondco Australian These opportunities ranged from almonds commanding a price premium supplying the defence supply chain to in the market. Australian almonds for the meeting the needs of our mining and past two years have become Australia’s energy companies, and to making the most valuable horticultural export, with most of the chance to export food and Almondco exporting over 11,000 tonnes wine to China and India. to more than 35 countries during the 2016 season. For many of the opportunities which we have identified, the value of enterprises In other cases, it might make more working together would well exceed the sense for South Australian businesses sum of the individual parts. That value to consolidate their operations more would be created both by achieving fully. In this space, we think that it’s vital greater economies through scale or that South Australian businesses get on by vertically integrating supply chains the front foot to make the most of the to deliver a more complete solution to opportunities for consolidation in our large purchasers. state, rather than responding tactically. After all, if our business community Some of these opportunities for leads deals, we’ll be best placed to build collaboration might be achieved through stronger businesses in Adelaide, rather the development of joint ventures or than seeing the best opportunities co-operatives which create value for cherry-picked.

48 Make it a plan Adelaide Phase 3|Answer

Our suburbs and regions Energy opportunities spanning both gas and renewables

In 2016, 57 per cent of South shows a shift in the perception of Australia’s power came from wind renewable energy by the private sector and solar, the highest proportion of – with confidence that renewables are any Australian state.35 More than suitable to power an energy intensive 30 per cent of South Australians industry like steel. have rooftop solar panels installed, which generated 9 per cent of South The Australian Energy Market Operator Australia’s energy production last predicts that South Australia’s minimum financial year. This is the largest grid demand may fall to zero by 2025- proportion of any grid in the world.36 2026 under certain conditions, as rooftop solar generation exceeds grid South Australia’s renewables transition demand during some parts of the day is continuing with much fanfare. A solar – which will provide new challenges thermal plant recently won a competitive and opportunities for how we run our tender from the State Government for grid and balance the power system.40 energy production in Port Augusta. As world leaders in utilising renewables This solar thermal plant will provide and decentralised generation, we should 150 megawatts of power, and will be also look to become world leaders in the largest of its kind in the world.37 designing the technologies that will And of course, who can forget that secure a sustainable future for energy Elon Musk’s Tesla will make its first step grids as well. into the Australian energy market in South Australia when the world’s largest South Australia has significant research lithium ion battery begins operation in and development capability across December this year.38 our universities in renewables, such as the Centre for Energy Technology But beyond these co-investments at the University of Adelaide. Through with Government involvement, South partnership with the private and Australia has garnered interest university sectors, we should look to as a destination for private sector capitalise on our early leadership in investment in renewables. A second renewables and continue to expand large scale battery is being planned in our research and commercial focus South Australia by ZEN Energy, now a on renewable energy and associated subsidiary of Liberty OneSteel – the technologies, to form a world owner of the Whyalla steelworks. ZEN class research cluster in Adelaide. Energy’s board has approved a plan to Opportunities in ‘clean-tech’ will grow build a solar, pumped hydro and battery rapidly across the globe, and the storage facility, which will be worth attraction of global capital to support up to $700 million and generate one the development of this sector has gigawatt of electricity.39 This investment already commenced.

49 Make it a plan Adelaide Phase 3|Answer

Our suburbs and regions Positioning South Australia as resources-ready

South Australia is gifted with currently expanding – such as Olympic large reserves of both mineral Dam44 – as well as advanced projects with and energy resources. feasibility studies underway, including OZ Minerals’ Carrapateena mine. We have the largest underground mine in the world at Olympic Dam, while South Australia’s gas sector shows South Australia is among the largest similar promise. The Cooper, Eromanga producers of several minerals, including and Otway basins are considered copper, uranium and zircon.41 That significant reserves, with exploration being said, we didn’t experience the for unconventional onshore oil and same extent of economic expansion gas ramping up in recent years. South as Queensland and Western Australia Australian companies core to the during the last mining boom. But with exploration and production of gas regions like India and South East Asia include Santos and Beach Energy, with beginning what are likely to be periods of Santos also operating the Port Bonython rapid industrialisation, commodity prices processing and export facility. In addition, seem ready to increase once more in a large proportion of oil and gas reserves the medium term. Now is our chance are located in the Great Australian Bight. to position South Australia to meet this While there is currently no offshore oil anticipated demand. and gas production in South Australia, substantial exploration has occurred Copper still remains one of South in recent years, with significant potential Australia’s largest exports, valued at for production in the future. $1.9 billion in 2016. Once called ‘the Copper Kingdom’, South Australia was Many of these opportunities are already the site of Australia’s first mining boom underway. But what’s important is after the discovery of copper deposits that we recognise the importance of in the nineteenth century.42 The South our potential, and continue to ensure Australian Government aims to increase South Australia has the necessary annual copper production from around physical and digital infrastructure 290,000 tonnes to 1 million tonnes by – as well as an appropriately skilled 2030.43 This significant increase could be workforce – to make the most of these facilitated by existing projects which are opportunities when they arise.

50 Make it a plan Adelaide Phase 3|Answer

Our suburbs and regions Expanding agricultural opportunities in Adelaide’s regions

If South Australia is to grow its people, but it also plays to many of renewable energy and recycled water, population, inevitably many of the South Australia’s existing comparative or shared use infrastructure to unlock people who will be joining us here advantages. These consumers are likely additional productive capacity in many will be coming because they’re to be more discerning about issues like parts of the state. attracted to the lifestyle provided quality, food safety, and the ethics and by Adelaide’s outer suburbs and the sustainability of their consumption. The availability of under-utilised broader country areas of our state. The standards which South Australian industrial land around Adelaide’s outer The same rolling hills and plains producers meet to supply Australian suburbs – such as Lonsdale in the south which make these places pleasant consumers are a competitive advantage or Elizabeth in the north – and the to live, also present an opportunity overseas. This is already a competitive complementary skills of the workers that for our agricultural industries. advantage leveraged by the fisheries live near these areas are also ideal for and aquaculture industries, where an expanded industry. The Northern South Australia has a wide range of seafood producers seek certification Adelaide Food Park at Edinburgh Parks is agricultural strengths, from grain on the to differentiate their products.46 an example of this sort of development Yorke and Eyre Peninsulas, livestock in in practice. As with all of the sectors the south east, citrus in the Riverland We need to make sure that there is the discussed in our report, the application and horticulture on the Adelaide Plains. support for investments to scale-up of new technologies, such as drones or production. There are already some blockchain, can be utilised to sustain our As the outer suburbs of Adelaide undergo good examples of projects which competitive advantage in quality food economic transition, a number of factors secure sustainable supplies of water and wine production. combine to make investment attractive for Adelaide’s surrounding agricultural for production and processing, as well areas. These include: as logistics and supply hubs, including: •• the privately-led Willunga Basin Water •• An available skilled and semi-skilled scheme to irrigate McLaren Vale workforce vineyards using treated waste water •• The proximity of some of Adelaide’s •• the Northern Adelaide Irrigation premier horticultural and wine Scheme to supply producers in the producing regions Barossa and Light regions with treated •• Strong availability of industrial land waste water. in Adelaide’s outer suburbs. But more could be done to make the Furthermore, demand for South most of South Australia’s clean and Australia’s agricultural and horticultural green credentials in agriculture that products is only anticipated to increase both highlight and extract value from into the future. The rise of the Asian our provenance and the environmental middle class, for example, is predicted to sustainability of production. As we swell the ranks of the global middle class explored previously, the creation of to 3.2 billion consumers by 2030.45 Not appellations are one possible solution, only does this represent an opportunity as is ongoing investment in new food for our food producers to feed more production technologies which leverage

51 Make it a plan Adelaide Phase 3|Answer

Our state and government policy Overview

From regulations to roadmaps, we are on an exciting cusp of change and innovation, as we steam ahead towards 2027.

There is significant work to be done a robust economy. We need to attract across the state and we need to ensure educated and experienced people there is focus across businesses, who know how to drive innovation and government and wider community job creation. as we continue to build a state that is remarkable and world class. Across all of these opportunities sits a strong need for an improved, refined A key focus needs to be on changing the and enhanced branding strategy. We perception around a lack of investment need to decide what we stand for as a opportunities in Adelaide. There are in state and to activate our brand on a fact a wealth of investment opportunities global stage – reinforcing our expertise that could be put under the spotlight by across education, innovation, agriculture, creating a South Australian Investment investments and more. Corporation. This could facilitate the process of attracting highly skilled finance Infrastructure is critical to the state’s professionals and delivering a range growth, development and success. In of outcomes – from strong returns for order to activate the opportunities for investors, to building a reputation as action, we need to alter our mindset a trusted fund manager. around possible approaches. One idea might be to establish a new Our state also needs to harness the independent statutory agency, Building power of digital. There are untapped South Australia, to provide an impartial opportunities to use technology to authority to drive progress and build accelerate government processes and upon the state’s infrastructure priorities. reduce red tape. The flow on effect from this will also be the ability to A further opportunity that can be harness technology in driving faster leveraged is the ability for organisations decision making. to locate their head office in our relatively affordable state. By encouraging a Our focus on reaching a population of business community that has its head 2 million by 2027 can be achieved by offices situated in the heart of Adelaide, attracting more international migrants we can create a hub of activity and a – fuelled by adjusted policy settings and pipeline of career opportunities.

52 Make it a plan Adelaide Phase 3|Answer

Our state and government policy Opportunities

Establishing the South Australian Investment Corporation 54

Using digital government to reduce the regulatory burden for business 55

The promise of immigration and the pathway there 56

Building South Australia and thinking differently about infrastructure 57

Transforming South Australia by attracting head offices 58

A renewed branding strategy 59

53 Make it a plan Adelaide Phase 3|Answer Our state and Our state and government policy government policy Establishing the South Australian Investment Corporation

A challenge that Make it Adelaide has Adelaide, reducing Adelaide’s exposure an investment mandate focused on sought to address is the historic lack on the national market. In essence, returns to its public sector investors, of private investment in Adelaide. Adelaide isn’t seen as being on the radar. rather than requiring investments in a Private investment is a key driver certain geographic region that could of growth in any market and will be During the Make it Adelaide consultation dilute returns. A highly qualified senior a critical component to Adelaide’s process, the Queensland Investment management team remunerated growth aspirations. Corporation (QIC) was highlighted accordingly and an independent board as a successful model for leveraging would be vital to deliver this investment A consistent response we received public sector superannuation funds mandate. The South Australian during the consultation process was to create a new financial industry. Investment Corporation would also that Adelaide’s inability to increase QIC was established in 1991 with have the ability to invest directly into private investment wasn’t driven by a $5 billion of public sector funds and a underlying assets, not restricted to lack of capital, but rather the poorly mandate to support the government’s investing as a fund-of-fund as some informed perception that Adelaide long term investment responsibilities. existing management agencies are. lacks investment opportunities. Despite QIC is now a leading international fund Finally, by being enshrined in legislation, this, capital was almost always available manager with in excess of $60 billion the Investment Corporation’s investment for investment opportunities when of public and, more recently, private decisions would not be influenced they were identified. funds under management. Over this by short term political interests. time, QIC was not only able to attract Extensive policy design of such an We believe that a key reason for highly skilled professionals to Brisbane entity would need to be undertaken the perceived lack of investment to manage the operations of QIC, it and existing businesses could compete opportunities in Adelaide is the also created the need for a wide network for management of these funds as an comparatively small finance and of support professionals such as alternative to creating a new entity. investment community. While there are lawyers, accountants, actuaries and some outstanding individuals in the valuation experts. Following the experience of QIC, the market, Adelaide lacks the depth of highly Investment Corporation would remain skilled investment professionals choosing Therefore, one opportunity for attracting focused on delivering strong returns to make Adelaide and South Australia more highly skilled finance professionals to its investors, allowing it to build a home. This has many consequences, key to Adelaide is the creation of a South reputation as a trusted fund manager of which is a shortage of enthusiastic Australian Investment Corporation. and ultimately grow by attracting advisors working day-to-day to identify sophisticated private sector investors. unique investment opportunities and Seeded by a sufficient level of public to bring these to investors. Another sector superannuation funds to create consequence is limited connectivity to critical mass, and established to operate the main financial markets in Sydney, as an independent fund manager, Melbourne and Brisbane. This means the South Australian Investment that investment professionals (bankers, Corporation could have a similar impact advisors, accountants, lawyers) are on the industry in Adelaide as QIC did not actively sharing new ideas and on Brisbane. Key learnings from QIC investment opportunities into and out of that should be applied are creating

54 Make it a plan Adelaide Phase 3|Answer Our state and government policy Using digital government to reduce the regulatory burden for business

Over the last 20 years, governments Many of the next opportunities for digital have successfully used technology government in South Australia are to to improve how they interact with use technology to speed up government citizens. Today, we take for granted processes and cut red tape – while that we can lodge our taxes, renew improving regulatory outcomes. There’s our car registration and even receive a multitude of government to business our rental bonds back online. processes across all levels of government which still look much as they did before In digital government, South Australia the advent of the Internet, but with email has some great success stories. The replacing a snail mail letter. One Card project unified all of South Australia’s public libraries on the one In practice, this means businesses are system, which has meant that library still filling in regulatory forms manually patrons from Rundle Mall to Coober created in Word documents, printing Pedy have access to the same resources them, signing them and scanning on the same network – delivering an them – all to be emailed through. improved service to customers, as well Rather than using APIs to connect as considerable cost savings to local to the data collected by Government, governments.47 many businesses still receive Excel spreadsheets updated once a year The cost savings flowing from digital from government about their industry. government are well canvassed. Police checks for employees must Deloitte Access Economics found that be submitted in person. Many of our online transactions cost approximately regulatory processes still required 40 cents each, compared to $16.90 for hand signed forms, sent by post. face-to-face transactions and $6.60 for transactions over the phone.48 But the If we’re to unlock the opportunities benefits of digital in government go presented in this report, a key enabler well beyond cost-out, and well beyond will be using tech to accelerate the pace government-to-citizen. that government makes decisions.

55 Make it a plan Adelaide Phase 3|Answer Our state and Our state and government policy government policy The promise of immigration and the pathway there

With an ageing population and The problem for South Australia is that the prospect of stagnating natural the current migration system is set at population growth, immigration the national level to meet the needs of is key to growing South Australia’s Australia as a whole. This one size fits population. Attracting more all approach means that the price and international migrants is crucial to conditions of admission to migrants reaching a population of 2 million by are mostly the same whether their 2027. Overall, South Australia needs destination be Adelaide or country to increase its share of international South Australia, or any another major migration to 8.9 per cent. This is city or country town across Australia. a big jump from the current state, One solution, as suggested by the but it could be achievable with South Australian Centre for Economic adjusted policy settings and a Studies, is for the migration system to strong economy. better reflect the skills needs of the local South Australian economy, and While South Australia’s growth in total to include greater regional advantage net overseas migration year-on-year in the visa points system.50 has remained on par with Australia as a whole in recent years, this means we are We also need a stronger focus on just managing to keep up – and we need programs that partner with industry to pull ahead.49 to connect international students graduating from South Australian South Australia needs to set itself apart universities with businesses within from other places both in Australia South Australia, taking advantage and internationally as an attractive of the 485 graduate visa program. destination, not just to visit and study Another possibility, particularly temporarily, but to call home and settle for regional South Australia, is to permanently. Also, we need more than emulate the economic and cultural just warm bodies. We need educated, success that other Australian regional experienced and capable migrants who communities have enjoyed from can fulfil our future skill needs in our key permanently resettling refugees growth industries, as well as those who and other humanitarian entrants.51 know how to be enterprising, to innovate, to run a business and to create jobs.

56 Make it a plan Adelaide Phase 3|Answer Our state and government policy Building South Australia and thinking differently about infrastructure

As of October 2017, South Australia A new independent statutory agency, had a total investment project Building South Australia, could take the pipeline of $45.7 billion, with around politics out of infrastructure investment $10 billion under construction.52 and build a robust roadmap of Many of the opportunities presented infrastructure and project development. in this report for infrastructure investment need careful consideration Confidence and the right approach and review. are central to fuelling infrastructure success. As the Property Council argues, In order to make the most of our ‘productive and timely infrastructure economic opportunities, we need to projects are key to building robust and shift our mindset and re-think how contemporary economies. The right infrastructure can drive South Australia’s infrastructure can increase productivity, economic growth – without the pressures encourage investment, and build of the political cycle. confidence in South Australia.’55

As the Property Council has argued, Detailing the construction timetable it’s time to focus on a systematic of a tram network can be among its and independent approach to large- first tasks – but that’s far from the end scale infrastructure assessments.53 of the infrastructure challenges that These sentiments also echo previous we will continue to face. A North-South ideas from Business SA, advocating Motorway to get South Road flowing for an independent statutory is rightly at the top of the agenda for infrastructure authority.54 both the Commonwealth and South Australian Government. There is an opportunity to learn from the other infrastructure bodies across The time is now for South Australia Australia: Infrastructure Victoria, to seize the opportunity to act and Infrastructure NSW, Infrastructure support the implementation of Tasmania, Building Queensland and an independent infrastructure body Infrastructure Australia. to map the way forward. By altering our perspective and thinking differently about infrastructure, we can continue to build a city that thrives.

57 Make it a plan Adelaide Phase 3|Answer Our state and Our state and government policy government policy Transforming South Australia by attracting head offices

The South Australian economy We believe that attracting more head has suffered in recent years with offices – starting with the eight sectors the hollowing out of its corporate which we have identified as opportunities sector and headquartered for South Australia – is key to reversing companies which have taken these trends. And by head offices, we their large workforces and office don’t only mean ‘global headquarters’. tenancies to the eastern states.56 It can be just as worthwhile to market Adelaide as a place for the regional Despite the clear advantages of Adelaide headquarters of major global companies – our lower costs, liveable city, skilled (as it already is for a range of defence workforce, world-leading universities and primes) or to retain the head office strong connections to the rest of the functions of businesses which have world – not enough people are choosing attracted global capital. Adelaide as the city from which they want to run their businesses.57 To take one This process won’t just be about offering example, out of the ASX50, only Santos is incentives, it’s about genuinely engaging based in Adelaide. As a result, too many with businesses to find out what they of the decisions which affect the lives want and presenting the opportunities of South Australians aren’t made here. for Adelaide – and the Government They are made in Sydney or Melbourne can’t do this alone. We believe that – and in New York, Singapore, London Adelaide’s corporate sector needs to and Shanghai. spearhead a global push to encourage more head offices to set up in Adelaide in For Adelaide to reach its potential, the the areas which reflect our competitive population target can’t just be a numbers advantages. Initiatives like the one led by game. It has to be about creating the the Property Council have the potential types of jobs that people want, and that to make a real difference by starting will convince South Australians they conversations on a business to business don’t have to look to the east for the best basis, and supplement the government’s career opportunities. It’s time to double existing investment attraction well. down on our efforts to get our young and talented workers back. Consideration and action on the opportunities we have outlined in this report, and the associated growth of the economy, is the first step in leadership that South Australian businesses can take to support this endeavour.

58 Make it a plan Adelaide Phase 3|Answer Our state and government policy A renewed branding strategy

As Shakespeare said, ’all the world’s A state-wide alumni network is a practical We are only at the tip of the iceberg a stage’ and in this day and age, way to amplify the great stories we when it comes to harnessing, a city’s brand is inextricably linked have to tell about Adelaide – locally and leveraging and promoting Adelaide’s to economic success and prosperity. globally. We need to activate this broad brand around the world. But it’s time for us to turn our focus network, so that alumni feel connected outwards, and to significantly ramp to Adelaide and are able to continuously up our collective branding strategy share their insights, adventures and to ensure that South Australia’s experiences abroad. This untapped individuals, businesses and cities resource could yield enormous results. put their best brand forward. When it comes to storytelling and From Twitter to LinkedIn, Facebook to bringing to life the benefits of living Weibo and more, branding and social and working in South Australia, the way media has fuelled a powerful opportunity we communicate the message is key. to connect and amplify messages. But we all need to do more. Our capabilities We also need to lift the gaze on in many sectors and the unique aspects investment. As Investment Attraction of our lifestyle are perfectly suited to the South Australia advocates, South development of a multi-dimensional brand Australia offers both a competitive strategy activated via digital channels. environment and an ease of doing business.59 We need organisations It all starts with asking: what do we like Investment Attraction to have stand for? We need to activate our brand a bigger global reach, with an on a global stage to ensure that we are international network of advocates known for our education, innovation to reinforce its message. Frankly, we and inspiration. Our brand needs to also believe the South Australian become synonymous with quality, clean business community has a role to play air and food and culture. From those in supporting their endeavours and visiting (who might then partake in taking our brand global. education down the track) to establishing our regions (as the heart of fine produce), Fundamentally, a brand image acts as a the opportunity is there for the taking. calling card in the marketplace and how customers interact with a brand shapes We need strong and iconic brands to their impressions.60 South Australia has develop from Adelaide and to expand our a rich tapestry of insights, a vibrant and external marketing presence on all fronts. thriving culture, world-class eateries and As StudyAdelaide indicates, Adelaide is a cuisine, a growing arts scene, industry centre of educational excellence and there leading wine and much more. The are many opportunities to highlight the brands that will win tomorrow will build diversity of advantages that international themselves into future-ready objects students can gain when they live, work of desire—in their products, services, and study in South Australia.58 people, and soul.

59 Make it a plan Adelaide Phase 3|Answer

17. Deloitte Access Economics, International education in South Australia Endnotes (July 2016, commissioned by the South Australian Department of State Development) . 18. Australian Government Department of Education and Training, Higher Education Statistics – uCube data . 1. Australian Bureau of Statistics, Regional Population Growth, Australia, 2016, 19. Tourism Research Australia, Travel By Australians: Results of the National cat. no. 3218.0 (28 July 2017). Visitor Survey For Year Ending June 2017 (20 September 2017) 2. Australian Bureau of Statistics, Australian National Accounts: State Accounts, . 3. Australian Bureau of Statistics, Labour Force, Australia, Detailed, Quarterly, Tourism Research Australia, Results of the International Visitor Survey: Year Aug 2017, cat. no. 6291.0.55.003 (21 September 2017). Ending June 2017 (6 September 2017) . Projections and Demographics . (2017) 43. (base) to 2101, cat. no. 3222.0 (26 November 2013). 21. Ibid 44. 5. Australian Bureau of Statistics, Regional Population Growth, Australia, 2016, 22. Adelaide Airport, Master Plan 2014 (9 January 2015) . 3412.0 (30 March 2017). 23. Deloitte Access Economics, Connected Small Businesses 2017 – The digital 7. Ibid. dividend for Australian SMBs (October 2017, commissioned by Google) 8. Ibid. . area and used a bike to travel to work (at any stage during the journey) 24. City of Adelaide, Ten Gigabit Adelaide (2017) . Australian Bureau of Statistics, Census of Population and Housing: 25. Deloitte Access Economics, 5G mobile – enabling businesses and TableBuilder Pro, Australia, cat. no. 2073.0 (4 July 2017). economic growth (2017, commissioned by the Australian Mobile and 10. Department of Planning, Transport and Infrastructure, Integrated Telecommunications Association) . pdf_file/0004/167530/ITLUP_Our_Plan.pdf>. 26. Deloitte, Deloitte’s 360O Smart City Framework: From Vision to Reality (2017) 11. Adelaide Central Market, History of the Adelaide Central Market . (2013) . statistics available at: Festivals Adelaide, Festivals Adelaide 2016 Economic 12. City of Adelaide, Arcade redevelopment (2017) . district/arcade-redevelopment/>. 28. Cornelia Voigt et al, Health tourism in Australia: Supply, Demand and 13. Riverbank Authority, About Adelaide Riverbank . 29. Medical Tourism Association, MTA - Medical Tourism Survey (2010) 14. SkyCity Entertainment Group, Adelaide Casino Expansion Plan to Proceed as cited in Salman Majeed and Changbao Lu, ‘Changing centre/adelaide-casino-expansion-plan-to-proceed>. Preferences, Moving Places and Third Party Administrators: A Scoping 15. Walker Corporation, Festival Plaza (2017) . Tourism, Culture and Territorial Development 56. 16. South Australian Health and Medical Research Institute, SAHMRI 2 – 30. South Australian Wine Industry Association, 2016 – 2017 Annual Report Incorporating the Australian Bragg Centre for Proton Therapy and Research (2017) . agreement/?download=663>.

60 Make it a plan Adelaide Phase 3|Answer

31. Wine Australia, South Australia (2016) . seafood trade (January 2015) 16. Naval Shipbuilding Plan (2017) . (18 July 2014) . 34. Lockheed Martin, SME Capability Critical To Securing Australia’s Defence 48. Deloitte Access Economics, Digital government transformation Industry Forum (23 June 2016) . pages/economics/articles/digital-government-transformation.html> 24. 35. Giles Parkinson, South Australia already at 57% wind and solar in 2016/17 49. The average year-on-year change in total Net Overseas Migration over (6 June 2017) RenewEconomy , citing the Australian Energy South Australia. Australian Government Department of Immigration and Regulator, State of the Energy Market May 2017 (2017) Border Protection, Regional Net Overseas Migration 2004-05 to 2017-18 . statistics/regional-nom-2004-05-2017-18.pdf>. 36. Australian Energy Market Operator, South Australian Electricity Report 50. South Australian Centre for Economic Studies, The Potential Benefits of (November 2017) . publications-reports/migrationpolicyprojectreport2.pdf>. 37. Government of South Australia, Port Augusta Solar Thermal to boost 51. In 2010, the small rural town of Nhill in Victoria’s north-west permanently competition and create jobs (Media Release, 14 August 2017) . reversing its declining population, increasing employment and economic 38. Cole Latimer, ‘World’s largest battery approved for South Australia’, activity, and generating a new cultural vibrancy. Sydney Morning Herald (2 October 2017) . com/content/dam/Deloitte/au/Documents/Economics/deloitte-au- 39. ZEN Energy, New ZEN Energy Launches Gigawatt Program to Support SA economics-small-towns-big-returns-nhill-resettlement-270415.pdf>. Industry (30 October 2017) . 21. (November 2017) . SA/2017/Future_Proofing_South_Australia.aspx>. 41. South Australian Chamber of Mines and Energy, Mining and Exploration 54. Business SA, Infrastructure Recommendations (2014) in South Australia . Policy-Charter/Infrastructure-Recommendations>. 42. Ian McLean, Why Australia Prospered: The Shifting Sources of Economic 55. Property Council of Australia, Future Proofing South Australia (2017) Growth (Princeton University Press, 2012). . Achievements to 30 June 2017 (22 June 2017). 57. Investment Attraction South Australia, Why South Australia? (2017) 44. BHP, New jobs at Olympic Dam announced at South Australia’s JOBEX . 2017 (10 November 2017) . jobex-2017>. 59. Investment Attraction South Australia, Why South Australia? (2017) 45. Mario Pezzini, ‘An emerging middle class’, OECD Observer (2012) . . about-deloitte/topics/social-media-topic.html>.

61 Make it a plan Adelaide Phase 3|Answer

Authors

Andrew Culley Aaron Hill Dr Ric Simes Managing Partner Director Senior Advisor Deloitte, South Australia Deloitte Access Economics Deloitte Access Economics

Elizabeth Alvaro Darcy Fitzpatrick With contributions from others Senior Analyst Senior Analyst throughout Deloitte Access Economics Deloitte Access Economics Deloitte Access Economics and Deloitte South Australia

Contacts

Andrew Culley Aaron Hill Managing Partner Director Deloitte, South Australia Deloitte Access Economics E [email protected] E [email protected] T +61 8 8407 7000 T +61 8 8407 7130

62 Make it a plan Adelaide Phase 3|Answer

Acknowledgements

We would like to acknowledge the valuable contribution from our steering committee who provided Deloitte with guidance throughout our Make it Adelaide journey:

Christie Anthoney Matt Grant Chief Executive Officer Associate Director – Economic Festivals Adelaide Development and Tourism City of Adelaide Christine Zeitz Managing Director Nigel McBride Leidos Australia Chief Executive Officer Business SA Brian Oldman Director Professor Tanya Monro South Australian Museum Deputy Vice Chancellor – Research and Innovation Gerry Doyle University of South Australia Chief Executive Officer Tonkin Consulting Rodney Harrex Chief Executive Jodie van Deventer South Australian Tourism Chief Executive Officer Commission Committee for Adelaide Steven Smith Julianne Parkinson Chair – SA Council Executive Director Australian Information Industry Office of the Economic Association (AIIA) Development Board of South Australia Tom Hajdu Chief Advisor for Innovation Karyn Kent South Australian Government Chief Executive Officer StudyAdelaide Torie Brown SA Policy Manager Property Council of Australia

63 Make it a plan Adelaide Phase 3|Answer

Make it Adelaide Action 4

Make it a plan Adelaide Answer 3

Make it your Adelaide Ask 2

Make it big Adelaide Acknowledge 1

Phase 4 Make it Adelaide > Action We all need to act now to secure our future. Plans are only as good as the action that comes out of them, and Deloitte will continue to work with business and the community in 2018 to make these opportunities a reality. The future is what you make it, and we choose to make it Adelaide.

64 We would like to acknowledge Hames Sharley for their valuable contribution to our report through the planning and development of urban living in Adelaide over the next 10 years. For more information visit www.deloitte.com.au/makeitadelaide www.shapingfuturecities.com.au

Inspired by Building the Lucky Country

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