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A location that sells itself

WITH a string of newly won marketing contracts under its belt, advertising agency 303 is reaping the rewards of the decision to relocate to Subiaco.

303’s new, ultra modern premises on the top floor of 1 Outridge Crescent are vastly different to its previous digs in the old Fitzgerald Hotel on John Street in Northbridge.

According to managing director Jim Davies, the firm had “business issues” and after seven years in Northbridge decided it needed a new location to reinvent and reinvigorate the agency.

After considering West Perth and Adelaide Terrace, 303 chose to relocate to Subiaco, where it could occupy a brand new building and reduce outgoings. 

“Of course the great surroundings for staff means that it is a win-win situation,” Mr Davies said.

“We have found since moving here that clients are much more likely to come to Subiaco, and we are travelling less.”

For public relations and graphic design group Clarity Communications, the move from City West to the vibrant hub of Subiaco was more focused on providing pleasant and easily accessible work environment for staff.

Managing director Anthony Hasluck said the firm had consciously looked for a location that provided more facilities for staff.

“We quickly identified that Subi Centro was a good buy for our business,” he said.

“For the attraction and retention of staff the after-work benefits of Subiaco, certainly in our minds, make it a better place to be.”

Mr Hasluck said the decision to locate office premises in a more lifestyle-oriented precinct was part of the changing nature of business, as it became more critical to hold on to key staff.

“[Subiaco] is easy to get to, it’s a nice place to be in, it’s a fun place to be in,” he said.

When east coast radio station Nova 93.7 was considering where to locate its new Perth headquarters, part of the rationale behind its location choice was an area that reflected the nature of its audience demographic.

Also required was a high quality building to house the station’s complex broadcasting equipment. 

Nova program director Andrew Jeffries said despite difficulties securing the transmitter at the prominent 464 Hay Street site, the building and the location were perfect for the radio station.

He said while the station could be located in an industrial precinct and still sound the same, the Subiaco location offered staff a great lifestyle with its wide variety of entertainment and hospitality choices.

“Subiaco is a reflection of the spirit of Nova radio, the tone and the feeling of the place,” Mr Jeffries said.

Involved in the creation of Subiaco Square since day one, architect firm Hames Sharley chose to shift to one of its self-designed buildings in the precinct when the decision was made to consolidate operations from two buildings at the Kings Park end of Rockeby Road.

With around 70 staff under the one roof, public transport and availability of car parking was a key ingredient in the firm’s choice to locate to Subiaco Square.

Managing director Paul Drechsler said Subi Centro was used as an example of best practice in encouraging medium density mixed-use development around a public transport node.

“There is a move nationally towards low transit oriented development,” he said. “Some staff live in close proximity and walk to work.”

Now on his third commercial development in Subi Centro, developer Nick Pagano of STEG Corporation said there was a swing from West Perth and the city to Subiaco.

His third development, Bailey on Centro, which is currently under construction, has already sold one of the two levels of commercial and the penthouse on the top floor.

Mr Pagano expects values and rents to rise in the Subi Centro precinct once all the developments are complete.

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