Mystery of the missing sign as billboard for ‘new’ Middleton Beach Hotel ‘coming soon’ disappears from carpark

The longstanding sign advertising a “new hotel coming soon” at Albany’s Middleton Beach has been removed, with neither the City of Albany nor developer Ausglobal claiming responsibility. The mystery means it is not clear whether the sign’s disappearance suggests the project is moving forward, or whether it’s the death knell for what might have been a landmark facility in the heart of Albany’s beachfront. While Albany mayor Greg Stocks told the developer in October last year to either start building or sell the site, Ausglobal’s Peter Su, a company director and shareholder, said his business was firmly committed to the project. He confirmed Ausglobal did not take down the sign. The site, which is being used as a carpark, was bought by Pacifica Developments and Ausglobal in 2020, and has laid empty since. Pacifica is no longer involved in the $30m project. Plans for the building suggest it would comprise an eight-storey hotel offering 69 suites. Mr Su told The Advertiser his company remained committed to the project but faced issues around construction costs and a shortage of labour. “The suggestion that we are negotiating to return the land to the State or local government is incorrect,” he said. “On the contrary, we are actively working with our partners to bring this project to life. “Since receiving development approval, we have been navigating the same economic headwinds facing the broader WA construction industry.” He said Ausglobal was evaluating the design in a bid to cut construction costs and would “explore alternative construction methods” to overcome the shortage of skilled trades locally. He insisted he was trying to find solutions. “Rather than waiting for market conditions to change, we are taking a proactive approach,” he said. “Our focus is on ensuring that when we start work on site, we do so with a model that is robust and sustainable for the long term.” The project was approved by the State’s development assessment panel in February 2024 but there has been no further action, despite Mr Stocks giving Ausglobal until Christmas 2025 to start construction or sell. That warning appears to have been ignored, though Mr Stocks said the council had been in contact with Development WA, the State’s land development agency. “The city has been in discussion with Development WA who are working with the developer to fast-track meaningful progress on the site,” he said. “Specific details regarding timelines should be directed to the developer.” A City of Albany spokesperson said the removal of the sign should be discussed with the developer. Development WA did not respond to a request for comment.