9.5 Managing and Marketing Linbro Park
The long-term viability of the Linbro Park will require both effective management and appropriate marketing, which must take cognisance of the price, position and promotion of the product.
The area has seen substantial levels of investment interest in the both the commercial and residential property market in recent years. Opportunities exist to build on this demand. Future demand, however, requires a dynamic urban environment with an appropriate mix of residential, business, social and leisure uses.
Marketing success means that Linbro must achieve early buy-in from property practitioners and investors. Development must be aware of short-, medium- and long-term market dynamics. It also means that infrastructural expenditure and delivery has to be linked to take-up rates.
A marketing programme must ensure the quantum and type of space offered to the market is appropriate for the market’s needs and wants.
9.6 Development Timing
Future development of Linbro can be affected by a host of factors. By grouping actions to be undertaken within similar timeframes, a critical mass can be achieved to potentially generate more benefits than the sum of individual projects or events.
The attraction of Linbro as an investment area is confirmed by the number and variety of public and private development initiatives that are planned there.
The next five years - from 2010 to 2015 - is critical for establishing momentum for the process.
Successful implementation will be promoted by ensuring that the necessary supportive actions occur as and when needed. Given the private interest, Linbro Park must take advantage of growing development momentum and capitalise on new investor interest in the area.
LINBRO PARK: Urban Design Framework Plan