A shift in perception
Two decades ago, when I started Hardman Communications in a small, serviced office on Phillip Street, Parramatta wasn’t exactly the first place people thought of for creative industries. I’d have conversations with communications and advertising industry peers who acted like heading west was some kind of expedition.
Now? The tables have turned. In conversations there’s real curiosity – and even a bit of FOMO. People can see the momentum building. With major infrastructure projects, a highly skilled workforce and a growing reputation, Western Sydney is proving it has more than just potential. It has impact. Parramatta Square, the upcoming Western Sydney Airport, and the rise of new health and innovation precincts are all part of a bigger shift.
A ‘Head to Heart’ change
For those of us who’ve been working in Western Sydney, the change isn’t just about new buildings or government attention, it’s personal. It’s a shift in pride in how businesses talk about where they’re based. Companies that once saw Western Sydney as just a practical choice – cheaper land and rent, and good transport – now see it as a competitive advantage. They’re embracing the diversity of talent that resides here, the wave of investment, and with Western Sydney being home to almost half of greater Sydney’s population, the convenience of working closer to home.
Unleashing creativity: Strategies for growing Western Sydney’s creative industries
More people are choosing to build their careers here, especially in creative industries. I had the opportunity to speak on a panel about my experience as a business owner in creative industries at the launch of the Unleashing Creativity report, published by the Centre for Western Sydney, late last year. The report provides a comprehensive look at the challenges and opportunities for the region’s creative industries.
The report highlights that Western Sydney’s creative industries contribute over $1 billion in value to the economy, yet there’s potential to grow this by an additional $6.4 billion and create 24,155 new jobs if the sector reaches parity with the rest of Sydney. However, historical underfunding has held the region back, limiting infrastructure, resources, and opportunities. The study emphasises the need for investment in local talent, stronger creative ecosystems, and leveraging major regional developments like the Western Sydney International Airport and Bradfield City to embed creativity.
The key takeaway? Western Sydney’s creative industries are at a turning point. With the right support, collaboration and recognition, the region can emerge as a cultural powerhouse, producing diverse content and fostering a thriving creative economy. Now is the time to ensure that momentum doesn’t slow.
Western Sydney’s time is now
Western Sydney’s rise isn’t something coming down the track, it’s happening. The investment, the energy, the talent are all here. And for those of us who’ve been here from the start? We knew this moment was coming and would love for you to visit us here and experience it.
Sue Hardman
* Image above: Sue Hardman and Jennifer Westacott AO – Chancellor of Western Sydney University.