Name: Getting “the fine grain” of precincts right
Uploaded: 2023-04-18T05:55:05.380Z
Duration: 455.17
Description: In this interview Andrew Hoyne, Founder and Principal at Hoyne, discuss the difference between place visioning and place branding. We delve into how these concepts contribute to creating a meaningful and marketable destination, and the typical timeframe for bringing precincts to life. Join us for a thought-provoking conversation on creating successful destinations.

Andrew Hoyne.mp4

Andrew Hoyne.vtt

Subtitles

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My name's Andrew Hoyne.

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My firm is called Hain

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and we do place visioning,

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place branding and

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marketing for new precincts.

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Place visioning is really

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about understanding what

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are the kind of ingredients,

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the experiences, and the

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key things will make a

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destination meaningful.

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Create a point of difference,

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but also deliver the

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needs of the various

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audiences that will use it.

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Place branding is about

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understanding how do

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we actually create, an

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identity, a look and a feel,

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and a persona that really

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encapsulates all the unique

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attributes of a place and

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enables us to market it.

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Think of it as a business

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plan with an identity.

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And then finally when we

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need to go to market, we

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actually need to look at

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engaging tenants, looking

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at, bringing investment in.

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And so there's a range

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of different marketing

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initiatives that are required

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to do that in a really kind

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of effective, compelling way.

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Uh, while these precincts

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are exciting and dynamic,

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they also often take

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decades to come to life.

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So there's a very kind of long

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approach to thinking about

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bringing the future to life.

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And so the fact that people

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have started to really kind

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of value, the importance of

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experiences of a range of

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different audiences and beyond

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just say, corporate tenants,

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researchers, health workers,

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or people in education.

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We're actually talking about

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audiences of the surrounding

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community, the students,

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visitors, the idea that we

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can have a nighttime economy

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and that these places can

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be activated on weekends.

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So I think it's a really

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mature discussion, in an

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important area, thinking

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about the impact that these

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precincts have on cities and

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regions, but actually the

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impact they have on economies

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and opportunities for people

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in a more broad sense.

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I've been lucky enough to work

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on some of the leading health

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and knowledge and innovation

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precincts in Australia, and

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I've visited most of them,

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and had a tour to see what

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it is that they're doing

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and how they're actually

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creating something that is

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gonna compel people to see

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the value being offered on

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site now and into the future.

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In addition to that, I've

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actually visited quite a

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few around the world, to

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get a sense of what they're

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doing, what we can learn and

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what things are particular

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to perhaps an audience in a

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particular geographic location

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around the world, that

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maybe are not transferable.

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But what I've discovered

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that's really interesting

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about what we are doing in

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Australia is I think that

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there in certain instances

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are great opportunities to

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connect to green space, to

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connect to open space, and

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to actually thinking about

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designing for country to

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bring to life the Indigenous

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First Nations stories that

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are so unique to Australia.

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And so, I think, along those

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lines, we need to be focusing

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on what makes each of these

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places unique and distinct.

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How do we separate

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them from each other?

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What is their special source?

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And so traditionally the

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thing that's frustrated me

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is the idea that we have

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a university and we have a

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health precinct, and then

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you can kind of just sprinkle

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some special sauce, sauce

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in the middle and it will

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all come to life magically.

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The reality is that's not

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true and it actually doesn't

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work because they don't have

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a nighttime economy, they

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don't have weekend activation,

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and it's really just people

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focusing on those two areas

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of health and education.

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The reality is we need

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to really think about

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far more detail of those

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uses, those experiences,

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those audiences and those

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organizations that can come

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and really benefit from being

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involved in a precinct like

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this for decades to come.

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From working on a number of

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precincts, I think one of the

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common misconceptions about

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precinct planning is that

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we need to focus on the big

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assets, the big buildings,

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you know, what are seen to

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be the draw cards; and what's

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interesting is that it's easy

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to forget the fine grain.

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And I would actually argue

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that the fine grain is

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just as big a draw card.

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The fine grain is about the

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personality, is about the,

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the experience that anyone,

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any visitor, anyone coming to

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these places can actually have

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at a grassroots level, whether

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it is: having a coffee, having

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a beer, meeting someone,

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enjoying some open space,

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or actually seeing the other

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sorts of businesses, whether

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they're just retailers or food

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and beverage, whether they're

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activation, whether they are

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things that you might wanna

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do outside of work hours.

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But these are the things that

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will keep people in a place.

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Otherwise, what happens?

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They turn up, they learn or

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they work and they leave.

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And these places

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are dead places.

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They're not places that

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become destinations.

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They don't even

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become place brands.

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They just become

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hospitals and education

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environments, with not much

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happening on the ground.

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And the thing is, we need to

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create experiences, call it

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placemaking or what you would.

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That actually bring people

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out of the buildings, that

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help them collaborate, that

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actually bring them and

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mash them together, that

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create that bumping factor.

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Because when you do that,

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you actually create places

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that people want to be.

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They want to stay and

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they want to come back to.

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These people, become

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the ambassadors, they

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become the marketing.

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When I first heard about

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the event, I was quite

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interested to come.

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I didn't know whether

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I'd fit in,  with the

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rest of the attendees.

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But surprisingly it's been

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a fantastic initiative

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to be involved in.

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Of course, being the MC of

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day one, was exciting for me.

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I've spoken at hundreds

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and hundreds of events

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and conferences around

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the world, but I've never

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actually MC'd an event.

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And so that was, an unexpected

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role for me to play and, and

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a really interesting one.

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And it enabled me to think

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a bit differently about the

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contribution of speakers and

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the panels and think more

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broadly about some of the

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issues that traditionally

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I'm generally exposed to.

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So stepping back and taking

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a wider view of the precincts

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and their opportunities and

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the impact that they have

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on our economies, the job

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creation, future entrepreneurs

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of our country, and the way

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that we can actually attract

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an investment and actually

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really create prosperous,

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E economies, throughout

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the country that actually

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have the ability to cross

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pollinate between locations.

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The idea that we can think

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far more broadly about

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collaboration in the truest

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sense where everyone benefits.

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And so certainly I've

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benefited from attending

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this and, you know, I

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hope, hopefully it'll

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be the first of many.

Expert Insight

In this interview Andrew Hoyne, Founder and Principal at Hoyne, discuss the difference between place visioning and place branding. 

We delve into how these concepts contribute to creating a meaningful and marketable destination, and the typical timeframe for bringing precincts to life. Join us for a thought-provoking conversation on creating successful destinations.


Healthcare

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Andrew Hoyne

Discover insights from other experts

Founder & Principal

What is the difference between place visioning and place branding & How do they contribute to creating a meaningful and marketable destination? 

What is the typical timeframe for bringing precincts to life, and what does this suggest about the approach to creating the future? 

What's the importance of precincts and their impact on economies and opportunities?

What misconceptions exist about precincts and placemaking, and how can they be challenged?

What is the significance of participating in an event like this, and what are your expectations for future events?