The project will revitalise the Cox Street retail precinct. It will unlock retail land providing approx. 3400 square metres of new retail frontage. The revitalisation of the Hamilton CBD is supported by the Southern Grampians Economic Development Strategy Plans 2011-2021 and the Hamilton Structure Plan 2011. It also follows on directly from the Regional Development Victoria funded Cox Street Front Door project which detailed revitalisation required to Hamilton's retail precinct in Cox Street. An EOI was attached to this opportunity, along with economic projections.