thurs 27 may 2021


Campbelltown City Centre Master Plan – Planning With the Lights On


In collaboration with Campbelltown City Council, Urbis developed the ‘Reimagining Campbelltown City Centre Master Plan’ – an evidence based blueprint to realise Campbelltown City Centre’s role as the metropolitan centre for the Macarthur region, home to 800,000 people by 2040.


The Reimagining Campbelltown City Centre Master Plan shines the light on the potential of the region, informed by evidence that includes economic and market demand, place-based concepts and capacity testing of growth and demand, community engagement and much more.


The Plan’s evidence-based decision-making and outcomes-based approach is cutting edge, aligned with the Minister for Planning Rob Stokes’ key objectives for effective planning, announced April 2020.


By harnessing economic evidence, the Plan takes the guesswork out of viable ways to revitalise the region and ensures the local economy can bounce back post COVID-19, emphasising opportunities for generating jobs, production and provision of goods and services, entertainment and culture.


Working together with the Greater Sydney Commission, Campbelltown City Council, NSW government, industry and community stakeholders ensured that the Plan used stakeholder informed insights for one of the most vital ingredients for Campbelltown-Macarthur as a metropolitan centre – liveability.


The Reimagining Campbelltown City Centre Master Plan also embeds Smart Cities’ principles to provide direction for decision making, and measure success through a constant feedback loop. New ways of thinking harnessing Smart City techniques are required to tackle increasingly complex considerations such as liveability, resource efficiency and climate resilience.


During this session, Urbis’ NSW Regional Director Princess Ventura, Director and design specialist Madonna Locke, and Senior Consultant in planning and Smart Cities Richard Barry, will explore how Urbis’ multidisciplinary approach enabled the Plan’s game-changing, people-centred, evidence driven methodology, which represents the future of city shaping.


To unlock a region’s place assets and investments, it’s imperative that we shape future communities with all the lights turned on, informed by a multidisciplinary approach integrating planning, economics, design and engagement where possible.


The Reimagining Campbelltown City Centre Master Plan incorporates insights and expertise from Urbis’ Design, Planning and Smart Cities, Property Economics and Research, and Community & Stakeholder Engagement services. Urbis also led a team of consultants, harnessing input from AECOM, Arcadis and Astrolabe.



Princess Ventura

NSW Regional Director, Urbis

Princess Ventura is an economist with years of international and local experience.

Princess has studied and worked in the Philippines, the United States, Sri Lanka and Australia. She worked for eight years at the World Bank, advising governments on policies to reduce poverty and promote economic growth. At Urbis, Princess applies the same expertise in economic research and analysis to help clients make evidence-based decisions to design places that work – shopping malls and business parks, city and port revitalisations, urban renewal and residential developments.

Economic analysis provided by Princess and her team underpins large-scale developments such as Barangaroo and One Sydney at Circular Quay, and critical government initiatives like the Sydney Strategic Centres and the six Sydney District Plans. Two recent highlights of her work are the Liverpool City Centre Revitalisation and Macquarie Park.

Madonna Locke

Director & design specialist, Urbis

Madonna Locke is a talented Urban Designer, recognised for her ability to deliver inspired yet pragmatic solutions that are deliverable on the ground.

Madonna has more than 18 years’ experience working in Australia and the UK. She has shaped projects for both public and private sector clients – everything from greenfield communities to urban infill sites.

A passionate advocate for compact city design, Madonna looks to foster places that are accessible, community-focused and connected to their surrounds. Since joining Urbis in 2010, she has specialised in revitalisation master plans for urban and regional centres, built-form projects and project positioning for infill developments.

Her career highlights include preparing the groundbreaking Brisbane City Centre Master Plan 2014 – together with the Buildings that Breathe Design Guide – for Brisbane City Council. She was also involved in Destination Brisbane’s successful bid to redevelop Queen’s Wharf.

Richard Barry MPIA

Senior Consultant in planning and Smart Cities, Urbis

Richard is an urban planning consultant based in Sydney with expertise in statutory and strategic planning work across various sectors including place-based precinct planning utilising smart city principles, residential (greenfield and infill), mixed use, tourism and Government policy.
Through his experience to date, Richard has developed additional unique skills in providing advice on the complexity of emerging technology trends in the built environment industry and how it can be used to enhance decision making. Richard’s knowledge has been expanded through being an active participant in the Planning Institute of Australia (PIA) Plantech Working Group, and developing new Mixed Reality capabilities for Planning, Urban Design and Community Engagement projects at Urbis.

partnered with

Urbis is a market-leading firm with the goal of shaping cities and communities for a better future. Drawing together a network of the brightest minds, Urbis and its international business Cistri, consists of practice experts, working collaboratively to deliver fresh thinking and independent advice and guidance – all backed up by real, evidence-based solutions. Working across the areas of planning, design, engagement, policy, heritage, valuations, investment management, transactions, economics and research, the expert team at Urbis connect their clients in the public and private sectors to a better outcome, every time.