Action Plan for High Street Mall
Located on Fremantle’s historic High Street connecting the Town Hall and Kings Square to Market Street, the High Street Mall sits at the heart of Fremantle’s city centre. Once a ‘hub’ of retail activity in the port city – and home to national retailers and a diverse business mix – the Mall was facing a range of challenges including high vacancies, a lacklustre tenant mix, a changing retail landscape, low visitation and limited attractions. These issues were compounded by a disparate approach to leasing tenancies, the poor retail offer which limits visitation, no destination-oriented marketing, and an overall lack of clarity regarding the Mall’s positioning and brand within Fremantle.
Place Match was appointed to work with the City of Fremantle and the Mall’s three major property owners to:
Working collaboratively with the client team, Place Match developed an action plan that brought together the various requirements to create a successful destination, such as development of a place brand, identifying public realm improvements, providing direction to tenant attraction efforts, all supported by a series of short term improvements.
The action plan underpinned a successful funding request to the City of Fremantle for public realm and infrastructure improvements for the High Street Mall, such as entry statements, signage, improved seating, bike racks, shade and lighting. Further funding contributions from property owners and the City will aim to deliver a major attraction such as a water feature or signature public art piece.