Port Stephens Council strategic planners - some of the minds behind the Nelson Bay discussion paper - have outlined their preference for wider buildings with greater setbacks between them to enhance how people feel about these multi-storey projects.

"We want to facilitate better designs," strategic planning coordinator Jeffrey Bretag said.

"Because the lots are so narrow with a lot of these developments you're losing half the frontage to a driveway."

It's measures like this that contribute to design excellence, the council said, along with wider balconies to give the buildings "more texture".

Combined with a coherent plan for how streets in the CBD should be paved, signposted and landscaped, Mr Bretag said there was great potential to enhance the look and feel of Nelson Bay.

"When development occurs there's capacity for the developer to contribute to the streetscape directly outside their building," he said.

"There's potential for residents and tourists to see an immediate benefit."

For wider developments to occur the developers would need to consolidate several lots.

Sydney hotelier and the proponent of the eight-storey Ascent apartments (pictured) said he was already trying to consolidate more sites.

First he’s after final planning approval for Ascent.

“As it is the DA [development application] for Church Street is two five storey apartments on top of each other,” he said.

“There’s nowhere for pools or people, which is consistent with what Nelson Bay and Shoal Bay have seen.

“If you keep it at five storeys – what we call low rise – you’re going to end up with Blacktown by the sea.”

Mr Salmon said the only way is up.

“Going up gives you the budget to improve the amenity and livability, which is what we mean by design excellence.” 

Port Stephens Council is seeking feedback on its discussion paper, Progress of the Nelson Bay Town Centre and Foreshore Strategy.

Public exhibition closes March 13.