Promoting the mall as not only a shopping hot spot but a tourist destination was one of the 12 principles released by the urban designers Coxall McGregor on Monday.

Mall retailer and reference panel member to the redesign, Chris den Hollander from Posims Books, said there was genuine excitement surrounding the plans, but also concern for the task at hand.

“We can all see the potential for Maitland,” he said. “Monday’s meeting revealed how poor Maitland is performing in terms of tourism.”

One of the challenges addressed by architect Adrian McGregor was capturing a greater slice of the tourism pie.

Overnight stays in the Hunter are worth $1 billion annually and, given the right incentives, namely a relevant mall, Maitland could seize on a bigger slice.

“We’re a central point in the Hunter so it’s just a matter of getting the marketing right,” he said.

The 12 design principles, drawn from community input and consolidated by McGregor Coxall, included making space for regular events such as market stalls featuring the Hunter’s produce.

Another reference panel member, Patrick Lane from Ken Lane Menswear, said the excitement was building.

“The key elements for me are the connection to the river and using the historic standing in the marketing. Now it’s a matter of McGregor Coxall taking these 12 design principles and working them into a couple of concept plans for when we meet again in October.”

Mr den Hollander said the themes would morph into plans between now and then, with the much anticipated release of the concept plans.

“It’s all very exciting but I can’t wait for the sods to be turned and the bulldozers to come in,” he said. “It’s an exercise in being patient.”