Swansea is located on the New South Wales Central Coast at the entrance to Lake Macquarie, approximately 26 kilometres south of Newcastle Central Business District and approximately 117 kilometres north of the Sydney CBD.  The centre occupies a prominent position along the Pacific Highway within Swansea with rear access and exposure to Josephson Street.

Swansea is an established residential suburb that is also a popular tourist destination given the surrounding lakes and parklands.

The Swansea Town Centre is the major retail precinct in the locality, providing a range of shops and services for residents and tourists, including the Lake Macquarie Visitors Information Centre.  Swansea Woolworths is the largest retail centre within the Town Centre and enjoys a high profile location at the northern end of the precinct on the intersection of the Pacific Highway and Belmont Street.

Development in the surrounding area comprises predominantly retail uses along the Pacific Highway.  Immediately to the west of the site comprises low-medium density residential dwellings throughout the suburb of Swansea.