The Greater Launceston Transformation Project


Customer profile

Sensing Value Pty Ltd was established in 2014 to provide businesses and governments with dynamic intelligence about how people use spaces. Sensing Value uses a unique toolkit of data sources and advanced analytical capabilities to look at trends over time in how people in geographically-defined areas use those spaces.

Sensing Value delivers:

  • geodemographic analytics
  • spatial analytics and 2D/3D modelling
  • enablement of smart cities, smart precincts and intelligent buildings
  • economic analysis including behavioural economics
  • insights into people, place and how cities work
  • simulations and modelling for the future.

Sensing Value works with partners including:

  • PSMA Australia
  • CyberCity 3D Inc
  • Telstra
  • Institute for Choice, University of South Australia
  • hybrid:wireless
  • Ason Group
  • SAS Institute Inc.
  • 2nd Road – part of Accenture Strategy
  • The Australian Population Research Institute
  • Deakin University.

Smart Cities for the future

Innovation and reinvigoration is at the heart of the Greater Launceston Transformation Project, which brings together three levels of government, as well as local partners, to create a vibrant and liveable Greater Launceston region.

Project partners for the Greater Launceston Transformation Project are:

  • City of Launceston
  • West Tamar Council
  • Meander Valley Council
  • George Town Council
  • Tasmanian Government
  • University of Tasmania
  • Sensing Value
  • 2nd Road
  • Australian Government.

Visualising and projecting:

  • public space usage
  • current and proposed developments
  • floods
  • traffic and parking
  • energy consumption
  • water supply and disposal
  • air pollution
  • noise
  • environmental quality
  • population patterns
  • emergency response.

Data intelligence sourced from:

  • CAD drawings in Revit or Sketchup format
  • Traffic count data
  • Government population projections by Local Government Area
  • Planning overlays in GIS format
  • Land use zones in GIS format
  • PSMA’s Geoscape®
  • Resident/worker/visitor insights derived from mobility data.

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“The next generation of 3D has arrived in urban planning. In addition to the great visuals that standard 3D techniques can deliver, Geoscape® adds the ability to interrogate and analyse the 3D data on built form, land use and vegetation. Geoscape® is enabling a new generation of smart urban planning to build better cities.”

David McCloskey, Co-owner & Founding Director, Sensing Value

Sensing Value is delivering powerful 2D and 3D digital modelling, including new simulation capabilities, to provide strategic insight for the four local councils participating in the Greater Launceston Transformation Project – a collaborative endeavour of the Tasmanian State Government, the University of Tasmania, the cities of Launceston, Meander Valley, West Tamar and Georgetown.

“Greater Launceston is embracing the future of strategic planning through its use of emerging data and 3D simulation technologies, generating insights that will also support the initiatives of the new regional innovation ecosystem,” said Sara Bennett, Co-owner and Managing Director of Sensing Value.

During two years of project scoping, and now through implementation, Sensing Value is layering datasets and providing visual representations of entire land areas to help local councils tackle long-term issues concerning social equity, education attainment and economic opportunity.

“We’ve been able to sit with strategic planners and hear about their issues and identify how analytical tools are going to help in the next generation of planning,” said David McCloskey, Co-owner & Founding Director, Sensing Value.

The digital city models will revolutionise regulatory development application processes by providing local councils with the ability to simulate how land use planning decisions affect the future functioning of the city.

It’s an excellent example of going beyond static, standalone GIS images to create highly analysable, accurate data that can support productive and realistic decision-making.

And PSMA Australia’s Geoscape® is helping make all this possible.


Accessible location data for every address in Australia

Before the arrival of Geoscape®, reliable and accurate geospatial models of Australia’s built environment were very expensive and difficult to efficiently create for regional areas. Now, with the availability of Geoscape®, geospatial data including building footprints and heights, tree coverage and surface cover, can seamlessly combine with other data and technology to accurately represent regions such as the Greater Launceston area.

“Geoscape® is one of our base layers of data – it’s an accurate foundational dataset providing analytical capabilities for scenario modelling,” said Sara.

“No other dataset offers that level of detail, particularly for regional or semi-rural areas.”

The modelling for Greater Launceston is helping governments at all levels develop realistic and sustainable planning rules, land use criteria, transport and amenities. At a glance, simulations allow decisions to be made based on evidence.

“Geoscape® is compatible with 3D building façade structure data, which enables a superior visual experience, providing an effective way of demonstrating concepts and engaging with the community,” said Sara.

While other cities have built 3D visualisations, the Greater Launceston Transformation Project is the first in Australia to offer a full regional virtualisation, dynamically modelled on a range of factors, including energy consumption, people movement, land use and the environment. Importantly, the 3D models enable interaction between the four local councils for better regional planning, perspective and resource sharing.

“Because Geoscape® data is national in coverage and is regularly updated, the solution is far more cost effective to maintain and update compared to using customised LiDAR or aerial photography data for entire local government areas,” said David.


Smart tech: powering city decisions

Sensing Value builds world-class 2D and 3D digital city models using both open source platforms and Esri ArcGIS Pro, together with CommunityViz. Their models are powered with Geoscape® and CyberCity 3D data, and other mobility data.

For strategic land-use and urban planners, Sensing Value’s 2D/3D digital models combine world-class datasets and leading-edge analytics to offer clear visual insights, including:

  • mobility patterns showing how people – as resident, student, worker or visitor – use each part of the city at different times of the day and week
  • areas of vibrancy and economic potential
  • energy consumption by building and city block
  • solar energy generation potential of current and projected built form
  • transport patterns and projections
  • land-use optimisation (agricultural/residential/industrial/commercial) aligned to population growth forecasts
  • environmental impacts of land-use planning decisions.

Rich data streams on the physical topography, built environment and patterns of usage have enabled the fast tracking of new approaches to managing significant social and community challenges.

“This fast-track approach is being activated through a collaborative ecosystem involving a range of universities, leading industry players and all tiers of government,” said David. “The knowledge being generated from the Greater Launceston Transformation Project is set to become a model and showcase for investments in smart cities and smart suburbs across Australasia.”

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