Demographic Information
The Families of Orion Springfield
Situational Analysis
Orion Springfield Town Centre is being developed in the southwestern growth corridor of SE Queensland on the Springfield Greenbank Arterial, a direct exit off the Centenary Highway.
The centre, built and owned by Mirvac will be developed and opened in stages, the first of which will be 32,358 sqm and opened in March 2007. It will be positioned as a single DDS town centre in the first stages with further development adding retail and bulky goods, therefore eventually developing into a super-regional town centre on completion.
The Orion Springfield site forms part of the 320 hectare Springfield Town Centre site, representing some 10% of the total Springfield area. On completion, the total site will comprise of:
- Orion Springfield retail and entertainment centre
- High density residential development undertaken by Lend Lease representing between 2000 - 2500 dwellings
- The "Nucleus" business precinct representing 200,000 sqm of commercial space
- Education facilities including schools and the University of South East Queensland
- A hotel
- Health Service
The average growth rate in the total area is expected to be 3.6%pa from 2006-2008, then increasing to a rate of 6.8% beyond, compared with a Brisbane average of 1.1%. Over recent years, growth in the tertiary north-east sector has been particularly strong due to the development of the Forest Lake area. However, in the future, this growth is expected to slow as development approaches capacity. At the same time, growth in the key primary south sector will increase rapidly as residential development forges ahead in the Greater Springfield area. Key estates within this area include:
- Springfield Lakes containing approximately 12,000 lots developed by Lend Lease
- Medallist Brookwater, currently accommodating 800 residents, forecast to grow to 7,000
- Augustine Heights containing 500 lots developed by Stockland
- Eden's Crossing comprising approximately 1,500 lots
Orion is strategically positioned on the Springfield Greenbank Arterial exit of the Centenary Highway, extending from Brisbane's inner-Western suburbs to Springfield. This is currently undergoing extension to the Cunningham Highway and Ipswich-Boonah Road. Due to the rapid acceleration in population growth in the south-west corridor, other major infrastructure works are currently being undertaken or being planned. These works include:
- Widening of the Ipswich Motorway
- Upgrade of the Centenary Highway/ Ipswich Motorway Interchange to 3 tiers including provision for the new Springfield rail line from Darra, due for completion in 2009.
- Provision for a new service road between Centenary Highway/ Ipswich Motorway and Progress Road/ Ipswich Motorway interchanges. This will include an underpass near Wau Road which will provide better access between the motorway and the local road network.
- A complete public transport study is currently being undertaken to look into future options, infrastructure and services between Ipswich and Springfield to cope with the anticipated increase of 180,000 additional people within 20 years.
Orion Springfield will trade in a relatively uncompetitive market when considering the primary sector. Potential for strong supermarket and discount department store sales and market share is realistic as provision for both, especially in the core primary sectors is relatively low. Projected market share across the combined primary sectors is estimated at 22.5% and across the main trade area at 17.1%