Penrith is set to take-off when the Western Sydney International Airport begins operating, with the economic catchment forecast to double by over one million people by 2031.
A group of local business owners along High Street have formed The Valley Entertainment Precinct in preparation for the tourism boom, with a vision to nurture a flourishing and safe 24-hour precinct in the heart of western Sydney.
District Coordinator Jessica Jenkins said the process began with a government program and a grant.
“The New South Wales Government and the 24-Hour Economy team did an Accelerator Program – they want city centres and nightlife to be re-invigorated,” Jenkins explained.
“Myself and a couple of others from our precinct went through the program and learnt about marketing, AI, grant writing, activations, running events, and so many different things.”
After that, it was time to submit a grant application to obtain funds to propel Penrith’s CBD forward with a website and marketing materials.
With support from the Penrith Valley Chamber, the application was successful.
“We’re not a massive city centre, but for the size of us, we have a lot to offer,” Jenkins exclaimed.
“We are a hyper-local precinct and we’re looking to encourage visitation from people around not just western Sydney, but greater western Sydney, Sydney, and eventually visitors from the airport coming soon.”
Sitting across from Jenkins at Elton Chong after a stroll along High Street, her excitement and passion for the future of the precinct was palpable.
“I feel like we’ve got some power back,” Jenkins stated.
“For me, it was about getting a collective of businesses together so that we felt like we had a bit more of a voice when it came to dealing with Council and getting things done.”
Penrith’s CBD also benefits from the wide range of activities and entertainment on offer outside of the city itself.
“When I look at Penrith as a whole, I see all these little precincts that we could interconnect,” Jenkins said.
The website has now gone live, and the next big step is the activations.
“We really want to activate our city centre and have more music, better lighting on the street, awnings, and a bit more influence in getting things moving with fixing up High Street and getting it looking as good as all the venues look inside,” Jenkins said.
“We need to be a little bit more understanding of how much of an asset all these businesses are. A lot of places don’t have functioning High Streets anymore, and we don’t want to lose ours.”
Those involved in the project include Elton Chong, Chechos, The Flower Shop, Mr Watkins, Pinot and Picasso, Harry Hartog, Henri Marc, Theo’s, Berry on High, High St Depot, Tins & Wood, Reset, Halo Hair and Body Co, Unwind, Reformer X Pilates, Salon Kiin, Harry Hartog, Finders Keepers, Wicked Ink, Astina Suites and Quest Apartments.
The Valley Entertainment Precinct aims to ensure long-term success and enhancement of the Penrith CBD.
Check out the newly launched website at http://www.thevalleyprecinct.com.au.
Ally Hall
Ally Hall joined the Weekender in 2024, and focuses on entertainment and community stories. She's a graduate of the University of South Australia and has previously worked as a Video Journalist with Southern Cross Austereo and as a News Reader with Australian Radio Network.