Other developers have zeroed in on the growth of Parramatta including Walker Corporation, Leighton Properties and Charter Hall, which are building Parramatta Square, as well as Chinese developers Starryland and Greenland building residential projects on Church Street. Auto Alley is a key part of our growth vision." "All these factors make it unappealing to pedestrians and visitors and give no sense of arrival to the CBD. "Currently the site is dominated by car dealerships and warehouse buildings, a lack of street trees and heavy traffic," Parramatta Lord Mayor, Councillor Scott Lloyd said last year. The Heartland Group through its other company Boyded Industries Pty Ltd, which owns the site, proposed a development for 779 residential units across five towers. The council rezoned the site in September 2014 for a high-rise mixed use "southern gateway" development for Parramatta. The high-profile site is significant for its potential to hold a 58,664sq m of residential and 39,099sq m of non-residential units. Parramatta's Auto Alley development: "Record prices are being sold off the plan - $1.8 million plus for penthouse levels - that are not supported in the established market." The Council expects 26,000 workers in the precinct when it is developed. The high-profile site will soon lose its reputation as Sydney's go-to place to "browse for a new car or motorcycle" with plans to turn it into a $600 million housing and office precinct joining Parramatta City Council's initiative to turn Parramatta into Sydney's second CBD. The price for the site is said to be $150 million. Sources said the vendor, The Heartland Group, started by founder Bernie Webb in 1951, finalised an agreement with Dyldam on Wednesday morning. Western Sydney developer, Dyldam has won the race to buy and transform Parramatta's 14.3-hectare Auto Alley site.
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