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Rooty Hill leisure precinct rebranded as West HQ

Rooty Hill leisure precinct rebranded as West HQ
August 1, 2018

The aquatic, entertainment, fitness, hospitality and recreation precinct at the Rooty Hill RSL in Western Sydney have united to launch West HQ – a location and destination representing one of the largest integrated precincts in Australia.

Spread across eight hectares, the newly named West HQ precinct will be home to the Rooty Hill RSL along with notable brands including the Novotel Sydney West HQ (formerly Novotel Sydney Rooty Hill), the Sydney Gymnastic and Aquatic Centre, One55 Health & Fitness, Sydney West Sports Medicine, Zone Bowling, Made By The Hill and Chur Burger Rooty Hill.

West HQ, short for headquarters, is also where the new $100 million dollar Western Sydney Performing Arts Centre (WSPAC) is being constructed.

Due for completion in late 2019, the spectacular 2000-seat proscenium arch theatre will have the capacity to host world-famous stage shows, musicals and concerts, as well as accommodate full ballet companies and symphony orchestras.

Unlike anything else in Western Sydney, WSPAC promises to deliver a new benchmark in entertainment for the region, with a stellar schedule of world-famous theatre performances and international music acts starting to take shape. The centre is set to become an icon for the West and expected to draw more than a million visitors over the next decade.

To accommodate this growth, a bold plan for a new 5-star luxury international Pullman hotel complete with a rooftop bar is underway, and will bring the total number of rooms at the precinct to over 300.

West HQ is also set to gain a $10 million dollar dining precinct, with 5 new premium Australian restaurants set to begin construction in the next 12 months. These new food and drink offerings will raise the bar even higher for the burgeoning Western Sydney foodie scene, ensuring the precinct becomes a leading dining destination for visitors from near and afar.

Introducing the new branding, West HQ Chief Executive Richard Errington explains “with such iconic businesses already established, and all these exciting projects in the pipeline, it became evident that the precinct had become more than just a collection of businesses, but rather an integrated entertainment and leisure destination, requiring a brand and identity of its own, and so West HQ was born.

“This new brand name and identity is a significant milestone and move into the future for our community. We have been bringing people together through entertainment, accommodation, health and fitness, food and drink for many years now and will continue to do so with an even greater offering as the precinct continues to expand. As the geographical centre of the West, we have become a meeting place, a cultural hub and a local icon, which is how West HQ, short for headquarters, was realised.”

From humble beginnings in 1964 as a small returned servicemen's club, the Rooty Hill precinct has evolved into one of the biggest community hubs and leading leisure and entertainment destinations across the country.

Developed in partnership with Australasia's largest marketing communications company, Clemenger BBDO Sydney, the new brand name and identity for the Rooty Hill entertainment precinct takes inspiration from its location and reputation as the heart of the West.

West HQ General Manager of Marketing Simon Greally added “we are embarking on significant Capital Works Programs to ensure that West HQ will own and operate an industry leading integrated precinct. The quality of our property offering means we can operate under a single brand identity, building further equity and loyalty in Western Sydney.

“With the population for Greater Western Sydney expected to reach 3 million by 2030, the evolution of this precinct is not surprising.

“Our vision for West HQ is to be industry leaders across the four key pillars of entertainment, food and beverage, health and fitness, and accommodation. Conveniently located along the M7 and M4 growth corridors, and in close proximity to Sydney’s new airport at Badgerys Creek - this is more than brand evolution. It marks a significant step in the way we intend to operate our business. Our new identity will give us the flexibility to deliver first class experiences with a Western Sydney flavour.”

As this new name and identity is launched, West HQ has teamed up with some of the most well-known identities from Western Sydney to bring the brand to life. Created with The Studio at SCA, and captured by Frame Collective, the campaign will showcase the incredible arts, media and sporting talent that has emerged from the region, as they tell their stories of growing up in Western Sydney.

Western Sydney heroes sharing their story include football legend and media personality, Mark Geyer, Indigenous women’s rugby player, Mahalia Murphy and actress, model and presenter Laura Dundovic, with more talent to be revealed. The campaign will commence on August 1st across print, radio and digital advertising, as well as via the West HQ social channels.

Geyer is excited to be part of the West HQ launch celebrations, adding “I am proud to be part of the West HQ launch campaign. I was born in the West, grew up in the West and am still living there today. I just love the community spirit out there - it is incredible and something that I want to be a part of forever."

Click here for more information.

Image: West HQ, with the under construction WSPAC in the foreground (top), WSPAC's planned auditorium (middle) and Richards Errington (below).

Related Articles

11th September 2013 - Enta partners with Rooty Hill RSL

20th April 2012 - Rooty Hill RSL develops major aquatic and gymnastics facility

13th August 2015 - Rooty Hill RSL plans new $55 million entertainment centre

22nd November 2017 - Rooty Hill RSL to build largest performing arts centre in western Sydney

1st May 2018 - Western Sydney Performing Arts Centre development moves forward with Executive Director appointment

13th August 2013 - Doors open at new Sydney Gymnastic and Aquatic Centre


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