Byron Shire Council has released the Draft Masterplan for the Byron Bay Town Centre for public comment. An iconic NSW destination, Byron Bay attracts 1.5 million tourists a year and is home to 9,420 shire residents. With such a profound celebration of place comes a strong passion to protect, resulting in an aversion to change and the development of ad hoc decision making processes. Collaborating with Byron Shire Council, the multi-disciplinary consultant team led by McGregor Coxall established ‘change’ as the centrepiece of the conversation. By turning the topic into a positive discussion around ‘place vitality’, the Byron Bay Town Centre Masterplan sets a new benchmark for delivering an engaging place-based approach to the revitalisation of regional town centres.