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Qantas Magazine Interview with James Swete, Starryland Sales & Marketing Director

Qantas Magazine Interview with James Swete, Starryland Sales & Marketing Director

What were the inspirations behind the Promenade project?
“It’s very designer-focused. We have used a natural palette and incorporated timeless finishes such as stone benchtops, mirrored splashbacks
and bronze framing that fit in well with the appliances.”

Why did you choose Bosch kitchen appliances?
“We’re promoting luxury resort-style living so we were looking for a number of things in the appliances to fit that; the first being quality – and that’s one of the main reasons we chose Bosch. Other important factors were reliability and energy efficiency, which are demonstrated in
the performance of its products. Then there’s the design; Bosch appliances have a timeless and contemporary look that works beautifully with our interiors. We used Bosch’s four-function electric wall oven, the four-burner gas cooktop and the two-speed range hood. The first stage of the development is complete and all of our purchasers have been extremely happy with their Bosch appliances.”

How much work goes into details such as selecting which appliances to use in a project like this?
“We spend a considerable amount of time making sure we get it right and that it matches what the target market is looking for. The quality of the project, as well as our quality as a developer, is reflected in the appliance brands we use.”

Promenade’s Proximity Priority For Buyers

PROXIMITY to work opportunities was one of the factors that encouraged Cameron Trevor and partner Lauren Rountree to buy a new home in Parramatta, rather than Sydney’s eastern suburbs.

Mr Trevor, who works at an insurance office in the Parramatta CBD, said the couple purchased a one-bedroom unit in Starryland’s Promenade development because they wanted their home to be a good future investment, not just a convenient place to live.

“We were originally looking in places like Maroubra, but you get more of a sense in Parramatta that you’re in the middle of Sydney,” Mr Trevor said.

“The public transport is really good and a lot of new businesses are coming into the area. There’s a real CBD feel to it now. I think people will want to keep living here, so it will be a good place to own property.” The property’s location on the banks of the Parramatta River was another plus, he said.

“We really liked the building. It’s 12 storeys high and in a slightly quieter location.” The final stage of the Promenade project was recently released to the market. The apartments will be completed in 2018.

Promenade at Parramatta pushes on

Chinese developer Starryland is pushing ahead with the third stage of its $525 million Promenade apartment project at Parramatta in Sydney’s west with the developer aiming to have a $2 billion workbook in Australia in the next three to five years.

The 773-apartment development on the Parramatta River is the first offshore venture for Starryland, a subsidiary of the listed Fuxing Huiyu Real Estate based in the Chinese city of Wuhan.

Starryland sales and marketing director James Swete, who was at the project on Saturday, said the group had not seen a slowdown in interest in the wake of Labor’s proposed windback to negative gearing tax breaks and the commentary around housing bubbles as the company moved to release its third tower of 298 units next month.

“The second stage was 198 apartments and we sold 100 in four hours when it was released in September (2015) and we have 15 left,” Mr Swete said. “We haven’t seen any change in sentiment.” People had become used to public debate about the direction of Australia’s housing market, he noted.

The group is looking across Sydney at sites for mixed-use residential and commercial projects with Mr Swete saying the market for sites was still competitive although vendors were more realistic as some of the heat comes out of the boom. Starryland had also been speaking to local developers with a view to partnering on projects.

Despite the surge in development in Parramatta, Starryland believes there are still good opportunities there. The group was able to sell units for $10,000 a square metre compared to sales prices of $15,000/sqm in Macquarie Park and $16,000 in St Leonards.

The third-stage units will be priced from $520,000 for a 50-59sq m flat to $920,000 for 96-114sq m, which will have three bedrooms, some with a study. The Moreton Street project, due for completion in mid-2018 and designed by architects Turner Design, will be linked to the CBD by a planned pedestrian bridge over the river, and will sit on 1.2 hectares of gardens and include an artificial beach.

Promenade Stage 1 Construction Update

We are pleased to advise that construction of Promenade is progressing well towards completion. The external works are now complete and the scaffolding is starting to be removed revealing the stunning external facade of the buildings.

Internal fit-out works are well progressed with kitchen installation and bathroom tiling complete up to the higher levels.

At this stage, we anticipate construction to be completed in late March 2016, however this is subject to change dependent upon any wet weather.

Rush on the riverside as apartments snapped up

MORE than 100 apartments were snapped up within three-and-a half hours at the launch of Parramatta’s Promenade No.2 development yesterday. A total of 198 apartments made up the first release of the $314 million project located on the Parramatta River.

While the display suite doors didn’t open until 8.30am, eager buyers lined up from 6.30am, ready to snap up a one, two or three-bedroom apartment with prices starting from $518,000.

Construction worker Paul Campbell was one buyer who managed to scoop himself up a one-bedroom unit with study. The 24-year-old from Cabarita had been house hunting for more than six months. “It’s a new development, offthe-plan, so it was very appealing. You get the first homeowner’s grant and there’s no stamp duty,” Mr Campbell said.

The apartments released were among the 505 units that will make up Promenade No.2, CBRE managing director David Milton said. “People are recognising that Parramatta has potential and really good value,” he said.

Stunning riverside apartments

Set on Parramatta River, Promenade No 2 offers luxury apartments in a convenient, waterfront setting.

Promenade Parramatta Reaches New Heights

Probuild reaches a milestone today on the Promenade Parramatta project with the topping out of Stage 1, comprising of three apartment buildings being developed by Starryland Australia.

Ideally located alongside the Parramatta River and close to transport, entertainment and shopping precincts, Promenade Parramatta is part of a building boom in Australia’s fifth largest city.

When complete, the first stage of Promenade Parramatta will comprise 277 apartments in four buildings with 400+ car parking spaces. Ultimately, the three-stage development will comprise 774 apartments, with 1.2 hectares of landscaped foreshore open space.

Starryland Executive Director Hao Liu said, “Today we’re celebrating the topping out of the first stage of the Promenade development – a milestone for this development and also for Starryland with Promenade being our first development in Australia.”

“This is the first stage of a three stage project for Starryland, and we are so excited to be a part of the renewal of Parramatta which is fast becoming Sydney’s dual CBD.”

Promenade Parramatta is also Probuild’s first project in the city, continuing the company’s already significant investment in NSW.

Probuild NSW managing director Arthur Williams says, “Parramatta is a huge opportunity for us. It’s a city that is well suited to medium to high density housing, has a large number of younger workers and is close to all forms of transport.”

“We’ll continue to pursue projects in this rapidly developing city,” Mr Williams said.

Probuild is delivering land improvements for Starryland, including an extended boardwalk on the river edge for the community to enjoy.

Mr Williams says that this type of developer/builder collaboration for the benefit of community is what makes these projects so worthwhile.

“It’s not just about the building, but how that building fits within its surroundings.

“Of course, having a great relationship with our client, Starryland, means that these community benefits can be realised,” he said.

CONSTRUCTION COMMENCED AT PROMENADE, PARRAMATTA

The wait is over, following the appointment of Probuild as the builders for Promenade in Parramatta, construction has commenced on Stage 1 of Promenade with completion expected in mid-2016. All foundation works have now been completed, with cranes and cement mixing trucks busy on the site the builders are currently pouring concrete on the 1st floor slab.

Starryland appointed the multi-award winning builder, Probuild who are an established construction company with huge experience and a reputation for building high quality developments. Probuild have grown to become one of Australia’s largest and most successful construction companies. With more than 1,100 employees they are a national company with significant ongoing projects in Western Australia, Victoria, Queensland and New South Wales

“We are thrilled with the appointment of Probuild and look forward to working with them on this exciting project. They are a well-established company with a huge number of successes behind them, demonstrating their ability and experience in the building industry,” said Hao Liu, Director of Starryland.

“With the commencement of construction we are now able to envisage what a significant impact Promenade will have in creating a vibrant new riverside precinct for the city.  It also represents a significant vote of confidence in Parramatta and Western Sydney by a leading Chinese real estate company.”

Promenade is located in Morton Street, Parramatta and will eventually comprise 774 apartments across 11 buildings, ranging from three to 12 storeys.  Occupying a five-hectare site in Morton Street, Parramatta, there will also be 1.2-hectares of landscaped foreshore open space, a proposed pedestrian bridge across the river and an extensive walking and cycling network.

Promenade is being developed by Starryland Australia, the local arm of the publicly-listed Chinese real estate company, Fuxing Huiyu Real Estate Company Ltd, which is one of China’s largest developers and develops more than one million square metres of property per year in China. The Promenade project is its first foray into the Sydney market.

“Promenade has met with outstanding sales success, with the majority of the 124 apartments in the first release in May 2014 selling in just hours.” Said Ged Rockliff, Head of Savills Residential Projects. The third building in Stage 1 of Promenade was released in August 2014, comprising of 153 apartments, and 115 apartments were sold on the launch weekend.

“Promenade is a landmark development for Western Sydney and has established our developer credentials in Australia,” said James Swete, the Sales and Marketing Director for Starryland Australia. “The resort-style living at Promenade will offer an active outdoors lifestyle in a beautiful location on the riverbank that is well connected to the Parramatta CBD and in close proximity to quality schools, universities and hospitals.”

Greenland Holdings Zhang Yuliang and the Chinese property investment push

Shaoqun Tan, the chairman of Fuxing Huiyu Real Estate, says the Chinese government has actively encouraged big real estate companies to expand overseas so that they can keep growing without overheating the local market.

Under the banner Starryland, Tan’s group, which is based in the Chinese province of Hubei, west of Shanghai, entered the Sydney market this year and is developing the $550m Promenade Parramatta apartment project.

The apartments range from $399,000 to $900,000, with real estate firm Savills handling the sales campaign.

Tan says Australia is the first country in which his company has expanded. “We were drawn to (Australia) by its strong residential real estate market, stunning natural environment and good long-term economic growth prospects.”

Fuxing Huiyu was established in 2001 as the property arm of manufacturing company Hubei Fuxing Science and Technology. “I foresaw the strong future of this industry with China experiencing a large demand for urbanisation as millions of citizens were trying to increase their living standards,” says Tan. “It is certainly evident 13 years later that my career strategy was correct and my property predictions were accurate.”

He says he is “motivated by constant progress”. “I get the most satisfaction implementing outside-the-box ideas that ultimately end up proving their value. I like to be constantly challenged.”

Greenland Holding’s Zhang Yuliang and the Chinese property investment push

Shaoqun Tan, the chairman of Fuxing Huiyu Real Estate, says the Chinese government has actively encouraged big real estate companies to expand overseas so that they can keep growing without overheating the local market. Under the banner Starryland, Tan’s group, which is based in the Chinese province of Hubei, west of Shanghai, entered the Sydney market this year and is developing the $550m Promenade Parramatta apartment project. The apartments range from $399,000 to $900,000, with real estate firm Savills handling the sales campaign. Tan says Australia is the first country in which his company has expanded. “We were drawn to (Australia) by its strong residential real estate market, stunning natural environment and good long-term economic growth prospects.”

Fuxing Huiyu was established in 2001 as the property arm of manufacturing company Hubei Fuxing Science and Technology. “I foresaw the strong future of this industry with China experiencing a large demand for urbanisation as millions of citizens were trying to increase their living standards,” says Tan. “It is certainly evident 13 years later that my career strategy was correct and my property predictions were accurate.” He says he is “motivated by constant progress”. “I get the most satisfaction implementing outside-the-box ideas that ultimately end up proving their value. I like to be constantly challenged.”