JUNCTION PLACE, WODONGA
To identify the appropriate hotel concept, scale, positioning and facilities and to test whether the market could support a professionally managed, full-service hotel as a precinct anchor.
CLIENT SITUATION
Birchmore Group commissioned us to assess the opportunity for a new hotel at Junction Place, Wodonga’s major urban renewal precinct.
OUR APPROACH & SERVICES PROVIDED
Our approach: We assessed the combined Albury-Wodonga economy while distinguishing the demand profile and accommodation gaps specific to Wodonga. Major investment in health, defence, manufacturing, logistics, education and sport was considered alongside existing hotel performance and demand currently accommodated across the border in Albury.
Services provided: Regional hotel demand and supply assessment; economic and project pipeline analysis; site and precinct evaluation; market positioning; facilities and design recommendations; brand and operator strategy; and five-year financial forecasts.
PROJECT LOCATION
Junction Place, Wodonga, Victoria.
PROJECT TEAM
RODGER POWELL
PROJECT LEAD, HOTEL ASSET MANAGER
HEATHER LINNELL
RESEARCH & MARKET DEMAND REPORT PREPARATION
OUTCOME
The work established a market-aligned full-service hotel concept capable of supporting Junction Place’s hospitality, conferencing and placemaking objectives. It also provided the commercial framework required to progress design, investment and operator discussions. We subsequently assisted with architectural design and ran an operator selection process.
KEY INSIGHTS
We demonstrated that regional hotel demand is often supported by a diverse base of economic and institutional activity rather than tourism alone.
