Flicking The Switch: Revitalising the Sydney CBD
Flicking the Switch was commissioned by the Office of the NSW 24-Hour Economy Commissioner to help shape a renewed vision for Sydney’s CBD at a pivotal moment in its evolution. Sydney’s CBD has long been the economic and cultural heart of the city - a powerhouse generating more than $140 billion in GDP annually and home to major corporations, iconic cultural institutions and globally recognised precincts . However, shifts in working patterns, lifestyle preferences and local area activation have fundamentally changed how people use and experience the city centre.
Recognising this inflection point, the Commissioner engaged EY to undertake comprehensive research into how Sydneysiders perceive the CBD, how their behaviours have evolved, and what would inspire them to return more often and for a broader range of purposes . The objective was not simply to restore previous levels of activity, but to reimagine the CBD as a more vibrant, inclusive and dynamic 24-hour destination; one that competes successfully with local high streets and suburban centres.
The report sought to understand both the enduring strengths of the CBD - diversity of experiences, iconic precincts, dining and cultural offerings — and the barriers that limit visitation, including cost, convenience, accessibility and perceptions of safety. It also examined the competitive rise of local neighbourhoods, which have become more embedded in people’s daily routines.
At its core, the research aimed to provide an evidence base for revitalisation. It explored how placemaking, cultural activation, transport policy, licensing reform and targeted incentives could reposition the CBD as a place not only for work and special occasions, but for everyday connection, discovery and community.
The report frames this moment as a once-in-a-generation opportunity to “flick the switch” on a new era for Sydney — transforming the CBD into a thriving, multi-dimensional precinct that attracts people back repeatedly, supports business recovery, and strengthens Sydney’s global identity as a creative and cultural capital.