Urban Activation Making Waves On The Gold Coast
WORDS: Oean Road Magazine PHOTOGRAPHY Supplied
Urban Activation is emerging as a formidable force in the Australian property market with the project manager notching up an impressive $800 million in sales for multiple developments across the country over the past year.
After gaining a foothold in its home market of Victoria and then expanding into South Australia and regional NSW, Urban Activation is now making waves on the Gold Coast where it has achieved a sell-out of two highly sought-after projects, Emerson Kirra Beach and Hemingway Palm Beach, both of which are currently under construction by Hutchinson Builders.
The projects are among a growing portfolio of premium Gold Coast developments being marketed by Urban Activation. Also among them is 26 Vista, a 51-level luxury apartment project being undertaken in Surfers Paradise by MRCB International, one of the largest infrastructure companies in Malaysia.
The driving force behind Urban Activation, Matt George, sees the strong run on the Gold Coast continuing for the blue-chip developers in his company’s client portfolio.
“The market remains as buoyant as ever, especially for premium residential developments close to the beachfront,” says Mr George.
“Urban Activation has been involved in the Gold Coast for some time now, and our recent achievements have exceeded all expectations. We are thrilled with the overwhelming response from buyers, which speaks to the strong demand for our projects and the outstanding quality we offer.”
Urban Activation has a long-term association with Melbourne-based developer Hirsch & Faigen, which is undertaking the Emerson and Hemingway developments. Construction of both projects is well underway and edging closer to completion.
“Hemingway at Palm Beach has been a resounding success, reaching its topping out stage in June and set to be settled by December,” Mr George explains.
“Meanwhile, further down the coast Emerson is set to settle later this year and we are thrilled to announce that we are preparing to release the highly anticipated over $10 million penthouse, which will certainly raise the bar for sophisticated living in Kirra Beach.”
Urban Activation is also overseeing marketing and sales for Yves Mermaid Beach, a third Hirsch & Faigen Gold Coast development which is close to a complete sell-out following $160 million in sales secured for the $190 million development.
Mr George attributes the appeal of Yves Mermaid Beach to the project’s unique features and meticulous design, which have struck a chord with both local residents and savvy investors seeking value and quality.
“The inquiry level on the Gold Coast remains elevated, as strong as it’s been for the last two years, and we have certainly witnessed that with the Hirsch & Faigen trilogy at the southern end of the Gold Coast,” says Mr George.
Further north, in Surfers Paradise, Urban Activation has secured 47 sales totalling $65 million for MRCB International’s highly coveted 26 Vista project in just a few months of release.
The development will deliver a collection of 275 apartments and six townhouses that will be topped by a rooftop lounge offering stunning 360-degree views of the Gold Coast for residents and their guests.
While success on the Gold Coast has cemented Urban Activation’s national reputation as a force in project marketing, the company is currently preparing to make its mark internationally as it takes on its most ambitious project yet, the $3 billion 94 Feet development in Queenstown in New Zealand.
“This project will redefine luxury living in New Zealand and create a landmark development for Queenstown,” says Mr George.
“It also represents a significant milestone for our business as we expand our reach beyond Australian shores.”
Despite expanding the business internationally, Mr George continues to keep a watchful eye on opportunities domestically, particularly in regional markets which continue to prove resilient for Urban Activation’s developer clients.
Newcastle remains a key focus which Mr George describes as one of the strongest regional markets outside of the Gold Coast.
“We’ve been involved in Newcastle for over five years now, and we’ve built a strong team there. We haven’t seen a downturn at the moment, and we continue to receive a great response from buyers,” he explains.
“Our projects are affordable for locals and investors, and they offer the latest and greatest infrastructure from a hospitality, commercial, and transportation point of view.”
Among the Newcastle projects being marketed by Urban Activation are the $450 million final two stages of Iris Capital’s $1 billion East End project, a development that has transformed the city’s CBD.
With the run of sales successes that have made Urban Activation the go-to project marketing company for some of the country’s most experienced developers, Mr George says he follows a simple strategy to drive results for his clients.
“Firstly, we believe in the projects that we take on, and that means developments that we know buyers want to be a part of,” he says.
“Every market is different, so there is no room for a one-size-fits-all approach.
“The second is that we know the developers who engage us have the capacity to deliver on what they promise. That’s critical in today’s market where some projects are being delayed or even abandoned.”
With its unwavering faith in the Gold Coast, its expanding presence in regional NSW, and its international aspirations, Urban Activation looks set to continue making waves in the world of real estate.