mansfield station precinct activation project background report

Issued

Mansfield Station Precinct Activation ProjectBackground Report

15 November 2018

Mansfield ShirePrepared for

SJB Urban

Level 5, 18 Oliver LaneMelbourne VIC 3000AustraliaT. 61 3 9699 [email protected] sjb.com.au

We create amazing places

Version: 02Prepared by: NC, JC, LF, YP Checked by: AR

Contact Details:

SJB UrbanLevel 5, 18 Oliver LaneMelbourne VIC 3000Australia

T. 61 3 9699 [email protected]

SJB Urban Pty Ltd ABN 65 310 854 308ACN 123 754 361

At SJB we believe that the future of the city is in generating a rich urban experience through the delivery of density and activity, facilitated by land uses, at various scales, designed for everyone.

Contents

1 Introduction 4

1.1 The Project 5

1.2 Subject Site 5

2 Statutory & Strategic Framework 6

2.1 Mansfield Planning Scheme 7

2.2 Background Document Review 8

2.3 Economic and Tourism Analysis 16

2.4 Transport Data Review and Analysis 17

3 Site & Context Analysis 18

3.1 Strategic Context 19

3.2 Movement 20

3.3 Open Space & Bicycle Infrastructure 21

3.4 Local Amenities 22

3.5 Interfaces 23

3.6 Connections to Botanic Park & Town Centre 24

3.7 Site Photographs 25

4 Opportunities & Constraints 28

4.1 Opportunities 29

4.2 Constraints 30

5 Community Consultation 31

5.1 The Process 32

5.2 Targeted Workshops 33

5.3 Activities & Land Uses 41

5.4 Built Form Materials & Architectural Feels 47

5.5 Online Survey 49

6 Conclusion & Vision Statement 51

6.1 Conclusion 52

6.2 Vision Statement 53

Introduction 1

5Mansfield Station SJB

Introduction

1.1 The Project 1.2 Subject Site

Maroondah Highway

Mansfield Golf Club

Residential Development

Under Construction

Future Development To:

Mansfield Botanic

Park

Ford Creek

Mansfield Recreation

Reserve

High Street

Early Street

Curia Street

Sto

ck R

oute

Kitc

hen

Str

eet

Ulti

mo

Str

eet

Hig

hett

Str

eet

With

ers

Lane

Kid

ston

Par

ade

NTS

Site Details Mansfield Station Precinct

Area (approx) 13.2 Ha

Frontages (approx) Maroondah Highway 1,072.5 m

Withers Lane 120.6 m

Kitchen Street 25.6 m

Figure 01: Site Aerial. Source: Google.

The Mansfield Station Precinct Activation Project will provide guidance in the form of a master plan for the future of the township’s former station precinct.

This Background Report has been prepared by SJB Urban and presents an analysis of the urban context for the Mansfield Station Precinct. It discusses the relevant strategic and statutory information, provides an analysis of the physical context and culminates with a summary of the community consultation process. The development of a master plan for the site will be based on the evidence gathered and presented in this report.

The site is located on the western access to Mansfield, on the northern edge of Maroondah Highway. The site includes the heritage station precinct, Scarred Tree, Information Centre, Mansfield Mullum Wetlands, the Rail Trail and various linking open spaces. These elements; the arrival statement, important indigenous and post European colonisation cultural significance, a thriving natural ecosystem, historical remains, start/finish of The Great Victorian Rail Trail along with others combine to create a site of considerable significance to the township and Shire of Mansfield.

Statutory & Strategic Framework 2


Statutory & Strategic Framework

2.1 Mansfield Planning Scheme

LDRZFZ

PPRZ

GRZ1 RDZ1

C1Z

MUZ

DPO2HO19

HO19

HO19

HO8

HO31

EAO

DDO1

GRZ1

C1Z

IN1Z

Figure 02: Zoning. Source: DELWP. Figure 03: Overlays. Source: DELWP.NTS NTS

This section provides a description of the strategic context of the site, including zoning and relevant overlays, and reference documents, as a basis for in-depth analysis in subsequent sections of this Report.

Zones

Public Park and Recreation Zone (PPRZ)Most of the site is located within the Public Park and Recreation Zone (GRZ). The purpose of this zone is outlined in Clause 36.02 of the Planning Scheme, and includes:

to recognise areas for public recreation and open space

to protect and conserve areas of significance where appropriate

to provide for commercial uses where appropriate.

Commercial 1 Zone (C1Z)A small section of the east end of the site is located within the Commercial 1 Zone (C1Z). The purpose of this zone is outlined in Clause 34.01 of the Planning Scheme, and includes:

to create vibrant mixed-use commercial centres for retail, office, business, entertainment and community uses

to provide for residential uses at densities complementary to the role and scale of the commercial centre.

General Residential Zone – Schedule 1 (GRZ1)A small section of the east end of the site is located within the General Residential Zone (GRZ). The purpose of this zone is outlined in Clause 32.08 of the Planning Scheme, and includes:

to encourage development that respects the neighbourhood character of the area

to encourage a diversity of housing types and housing growth particularly in locations offering good access to services and transport

to allow educational, recreational, religious, community and a limited range of other non-residential uses to serve local community needs in appropriate locations.

The subject site has interfaces with several zones; Farm Zone (FZ), Low Density Residential Zone (LDRZ), Industrial 1 Zone (IN1Z), Mixed Use Zone (MUZ) and Commercial 1 Zone (C1Z). Additionally, Road Zone 1 (RDZ1) applies to Maroondah Highway directly south of the site.

Overlays

Heritage Overlay – Schedules 19 (HO19 & HO31)A significant portion of the site is protected by the Heritage Overlay (HO). The purpose of this overlay is outlined in Clause 43.01 of the Planning Scheme, and includes:

to conserve and enhance heritage places of natural or cultural significance

to conserve and enhance those elements which contribute to the significance of heritage places

to ensure that development does not adversely affect the significance of heritage places

to conserve specified heritage places by allowing a use that would otherwise be prohibited if this will demonstrably assist with the conservation of the significance of the heritage place.

Schedule 19 (Saw Dust Kilns [3]) applies to the three Saw Dust Kilns located in the north western portion of the site. Schedule 31 (Former Railway Station) applies to the eastern portion of the site. HO31 includes the former Railway Station and Goods Shed as well as associated outbuildings and platform.

Local Planning Policy Framework

Clause 21.04 Heritage and Character seeks to ensure the protection of all known and potential heritage buildings and places and to protect areas of Aboriginal heritage.

Clause 21.07-3 Tourism seeks to attract high quality tourism and minimise the negative impact that tourism can have on the built and natural environment.

Clause 21.09 Mansfield Township provides a series of objectives and strategies and includes the Framework Plan for the Township. Relevant objectives include:

Objective 3 – Settlement, Housing and Character: to encourage development that respects the unique character and location of Mansfield Township and protects areas of natural, environmental, architectural and cultural significance.

Objective 7 – Economic Development and Employment: to continue to promote tourism-based activities, accommodation and complementary land uses.

Objective 9 – Open Space and Recreation: to provide a connected pedestrian and bicycle network through Mansfield Township.

Objective 10 – Community Services and Facilities: to provide a range of community and cultural facilities that are well connected and easily accessed by all members of the community.



2.2 Background Document Review

Several background documents related to the site and the project were reviewed as part of the analysis of the site and its context. These include government and community-led strategic plans for the site and/or township and are listed below.

Mansfield Railway Precinct

Mansfield Railway Precinct Masterplan Draft 2011

Mansfield Township

Mansfield Urban Design Framework 2005

Mansfield Township Structure Plan 2015

Draft Mansfield Township Approaches Planning Controls and Guidelines Study 2017

Draft Mansfield Township Housing Strategy 2018

Mansfield Shire

Mansfield Shire A Profile of Visitors to the Mansfield Shire 2006

Mansfield Shire Signage Strategy 2007

Mansfield Keeping Place Concept and Business Plan 2010

Economic Development Strategy Action Plan Review 2013-2017

Gadhaba Local Indigenous Network Community Plan 2013-2018

Shire of Mansfield Stage One Heritage Survey 2015

Draft Mansfield Shire Economic Profile 2018

Regional

Great Victorian Rail Trail Signage Plan 2013

Hume Regional Growth Plan 2014

Taungurung Country Plan 2016

The High Country Arts, Culture & Heritage Plan 2007-2012

Northeast Victoria Cycling Optimisation Masterplan 2018

Tourism North East, Cultural Tourism Segmentation 2018

Mansfield Railway Precinct

Mansfield Railway Precinct Masterplan Draft 2011

The 2011 Masterplan presents a building block for the project, identifying recommendations for the retainment of heritage items, the potential for a BMX cycling track, retainment of views, and environmental significance of the wetlands. The recommendations and principles will be taken into consideration.

The Draft Masterplan seeks to guide development in the area based upon a series of agreed principles. It aims to:

identify the assets of the Mansfield Railway Precinct

guide activities and facilities in order to meet community needs and expectations

enable Community and Council input into planning the precinct

define clear and concise tasks.

It is not envisaged that conventional commercial, industrial or residential development would be appropriate within the site, albeit that some industrial uses have prevailed in the past. It does not support a particular built form or forms, although the use of an architectural and landscape design language based upon the existing architectural and landscape character is strongly supported.

A BMX cycle track is proposed for the western portion of the site, beyond the wetlands.

The site is noted to provide views to Mount Buller, Mount Battery, and The Paps, where long and panoramic views from the Rail Trail, Mansfield Wetlands, Visitor Information Centre and Railway Station should be retained and conserved.

Several notable heritage sites including the Saw Dust Kiln and Avenue of Honour, an area adjacent to the Maroondah Highway, are located within the site. Heritage assessment, conservation and management plans are required in the future.

The Stock Route is a significant road link, and the location, road access and name should be retained.

At the time of the report no items of Indigenous cultural heritage are situated on the site.

The environmental significance of the site is to be conserved and enhanced where possible.

Places with heritage value include the Railway Station, train turntable, Goods Shed, water tower, and crane/loading platform.

Mansfield Township

Mansfield Urban Design Framework 2005

The Urban Design Framework outlines a clear strategy towards establishing a stronger vegetative entrance to Mansfield from the Maroondah Highway. Though dated, it clearly outlines aspirations towards sustainable and efficient development, which services the whole community, while being responsive to the historical context. This Precinct will be guided by the overall character of Mansfield, embracing both historical and contemporary elements.

This Strategic document includes short and long-term actions to guide:

the future design and function of buildings, landscapes, open space and streetscapes

the use and development of land, including gateway entrances to Mansfield

the prioritisation of capital works, budget allocations and external funding bids

changes to strategic directions, structure plans, zoning and overlays in the Mansfield Planning Scheme as required.

The following Project Objectives are deemed relevant:

identify tangible and innovative set of project initiatives that will progressively improve the role, functionality and appearance of Mansfield

provide environmentally sound and efficient proposals for future development that can be managed and maintained in a sustainable manner

identify opportunities to strengthen social and cultural development

provide for and consider the needs of an ageing population, people with disabilities, youth and families.

It is noted that the Maroondah Highway entrance highlights the desirability to establish a stronger landscape image. Within this approach, the following elements should be incorporated:

identification of the gateway at the Withers Lane intersection through signage, speed restriction and commencement of the formal avenue of Lombardy poplars

additional planting of indigenous species around the intersection of the Stock Route with Maroondah Highway, reflecting the landscape of the adjacent wetlands and the local drainage line which intersects the Highway

extension of informal planting of indigenous eucalypts from the Stock Route to the entry of the Railway Precinct and Visitor Information Centre

consolidation of the formal avenue from the Information Centre entry in accordance with the recommendations of the Mansfield Townscape Study.

Relevant Recommendations of Open Space and Recreation include:

encourage further development of the Mullum Wetlands as a nature park, incorporating revegetation as well as walking and cycle paths. It is important that the development of the wetlands integrates the area with both the proposed interpretation centre and the Railway Precinct

encourage ongoing development of the Rail Trail, ensuring that it links effectively with the network of shared trails envisaged in the Mansfield Bicycle Strategy, as well as providing a strong linkage with visitor attractions outside of Mansfield, such as the Maindample Homestead etc.



Mansfield Township Structure Plan 2015

The Structure Plan outlines future development aspirations for the entire township and identifies clear themes which are directly related to this Precinct. These themes include issues with car parking, particularly large vehicle and long-term parking, lack of connectivity within the pedestrian and cycling network, lack of connectivity from the Rail Trail, an ageing population, maintaining healthy tourism, ensuring there will be a response to the proposed residential land to the north of the Precinct, and developing a gateway treatment to the Maroondah Highway entrance to Mansfield. This project will seek to directly respond to these issues.

The Structure Plan seeks to guide future use and development for the following 20 years. It considers growth needs, community needs, transport and accessibility, heritage and local identity and infrastructure requirements. The Mansfield Township provides civic, business, retail, educational and community services to the community. It is estimated that the Shire attracts over 1.2 million visitor days per annum. Critical elements of the Shire and Township Profile include:

a population of 7,850 people in 2011

by 2031, the percentage of residents in Mansfield aged 65 and over is projected to increase from 17% to 31%

approximately 1,640 jobs located in Mansfield with the main sectors being retail (18%), health care & social assistance (16%), accommodation & food services (13%) and education & training (11%).

It is an Objective of Settlement & Housing to encourage development that respects the unique character and location of Mansfield and protects areas of natural, environmental, architectural and cultural significance. Relevant Actions include:

facilitate the subdivision of the General Residential zoned land east of Mansfield Whitfield Road and south of Dead Horse Lane

nominate the land south of Dead Horse Lane, between Stock Route and Withers Lane, as an Investigation Area for future Low Density Residential zone growth from the Farming Zone, subject to environmental, infrastructure, flooding and access assessments (short to medium term, 0-10 years)

in the medium term consider rezoning the Sawmill site to Mixed Use Zone/Residential Zone.

Relevant aspects of Economic Development and Employment include:

Mansfield’s economy is currently diversifying towards a service-based economy.

With expected population growth, there will be a demand for an additional 7,400sqm of retail floor space over the period 2013 to 2031.

It is therefore important that new retail developments provide the required car parking on site where possible.

A substantial share of tourism activity occurs in Mansfield, either through people staying locally during holiday periods, or because of the service role it plays as a location for retailing, equipment hire and accommodation booking.

A lack of choice in respect to budget accommodation was identified during consultation.

It is an Objective of Economic Development and Employment to provide a sustainable business environment for retail and commercial businesses, and to continue to promote tourism-based activities, accommodation and complimentary land uses. Relevant Strategies include:

require new developments in Dead Horse Lane to maintain a suitable landscape and acoustic buffer to the residential properties to the south to reduce amenity conflicts

rezone the Sawmill site from Industrial 1 to Mixed Use Zone or a residential zone to reduce amenity conflict and encourage suitable mixed-use development opportunities

encourage a mix of tourist related uses including cafes, restaurants, accommodation and tourist related retail within High Street and the town centre

facilitate the appropriate development of the Sale Yard site.

Relevant Actions include:

in the short term (0-5 years) consider rezoning the Sawmill site from Industrial 1 to the Mixed Use Zone or a residential zone once potential contamination issues have been addressed

continue assistance from Council’s Tourism and Economic Development Unit to industry seeking to establish business in Mansfield.

Key aspects of Open Space and Recreation include:

The Rail Trail is listed as a passive facility.

There are a number of underutilised facilities that are capable of accommodating additional recreational facilities.

The rail trail, while being highly used, ends at the Visitor Information Centre and there is no clear connection through into the town centre.

The footpath and bicycle path network are disconnected.

It is an Objective of Open Space and Recreation to provide a connected pedestrian and bicycle network through Mansfield. It is a Strategy to improve linkages between open space reserves and key community facilities such as schools, through improved paths and trails and development of landscape themes with directional and information signage.

Key aspects of Community Services and Facilities include:

The provision of social infrastructure and services is regularly cited as a positive attribute of Mansfield and reinforces the town’s sense of community.

Car parking and vehicular and pedestrian access are key issues that need to be addressed to best utilise community facilities.

It is an Objective of Community Services and Facilities to provide a range of community and cultural facilities that are well connected and easily accessed by all members of the community.

It is a Strategy to encourage the co-location of social infrastructure and provide opportunities throughout the study area for informal social interaction and meeting places.

Figure 04: Settlement and Housing Plan. Taken from the Mansfield Township Structure Plan 2015.



Key aspects of the Town Centre Urban Design Framework include:

The town centre is Mansfield’s primary retail and commercial area.

The central medians also provide an important open space element in the township and are the venue for events and public use.

The primary approaches to the town form the main gateways to Mansfield. The approaches currently lack coordination from a landscape perspective and would benefit from a coordinated approach and streetscape treatment.

Mansfield contains a large number of original buildings that are fairly intact and make a positive contribution to the character of the town.

The current supply of car parking within Mansfield will not be able to meet demand.

It is an Objective of the Town Centre Urban Design Framework to consolidate High Street, Highett Street and the southern section of Chenery Street as the core retail centre, and to ensure new retail and commercial development responds to the existing character of the town centre.

Key aspects of Transport, Access and Parking include:

Planning should ensure that people can easily travel by vehicle, bicycle or by foot to work, shopping, places of recreation and community services and that there are appropriate plans for future parking demands.

The current provision of car parking will not be able to accommodate the parking requirements associated with the anticipated increase in population and retail growth.

In general, a high parking demand was not observed for trailers or caravans within Mansfield. However, with expected population and visitor growth, a medium to long term solution for large vehicle parking should be investigated.

Relevant Objectives of Transport, Access and Parking are:

to provide an efficient movement network for vehicles, pedestrians and cyclists

to ensure that car parking can accommodate existing conditions and future growth

to ensure that there is sufficient car parking provided in the town centre to cater for existing and future demands.

Relevant Strategies include:

identify future on-road and off-road cycle networks and pedestrian infrastructure requirements within the town centre and connections to key services and recreational areas

require new retail and commercial developments to provide on-site car parking in accordance with the planning scheme requirements, wherever possible

in the short term (0-5 years) investigate long/large vehicle parking along Maroondah Highway adjacent to the tourist information centre and Mullum Wetlands.


in the short to medium term (0-10 years) investigate sites for the provision of long term parking for staff and visitors

in the short term (0-5 years) provide way finding signage to large vehicle parking at the tourist information centre and in the medium term (5-10 years) additional large vehicle parking to the west of the tourist information centre in the Mullum Wetlands

provide improved pedestrian paths along Highett Street to Dead Horse Lane, High Street and Maroondah Highway and along Kidston Parade, Malcolm Street and Stoneleigh Road

investigate opportunities to extend bicycle facilities along Highett Street to Dead Horse Lane and from the Rail Trail to Mt Buller Road.

Draft Mansfield Township Approaches Planning Controls and Guidelines Study 2017

The Maroondah Highway approach is noted to provide views to the surrounding mountains, a strong sense of significant vegetation and detracting signage opposite the Study Area at Buller Sports. Lack of visible signage, vegetation obscuring views into the wetlands, lack of visibility into the Visitor Information Centre, combined with the Visitor Information Centre orientation, and the inactive interface along Yenckens Mitre 10 store are all noted as issues. This project will seek to develop a strong sense of welcome from the Maroondah Highway entrance into Mansfield, building upon the existing elements and providing benefits for locals and tourists.

The Controls and Guidelines Study provides built form and landscape guidelines to promote appropriate design outcomes along approaches into the Mansfield Township. It reviews the current planning controls relevant to the four township approaches and seeks to develop guidelines for built form and landscaping for these approaches. The objectives of the Guidelines are:

to identify the preferred future character of the four township approaches

to ensure future development makes a positive impact on the amenity and environment along the township approaches

to ensure future development along the four township approaches has regard to their local context and reinforces the valued character of the township

to define clearly the township approaches through built form and landscaping treatments within the private realm

to provide clear, logical and useful guidelines for all, including developers, residents, Council officers and Councillors.

Of key relevance to this project is the Maroondah Highway (west) approach. It is the key connection between Melbourne and Mansfield, with a high point along the approach allowing for a gentle descent into town revealing spectacular views to the distant landscape beyond. The Mullum Wetlands are noted as the low point of the approach providing a unique

introduction to the township. Significant trees provide visual interest and scale while heritage elements located within the vicinity of the wetlands are generally obscured by adjacent vegetation. It is proposed to prepare a master plan for the Mullum Wetlands.

The built form is predominately 1-2 storeys, allowing for views to the hills to the east and south, as well as agricultural landscapes to the north. Generous front and side setbacks afford the approach with a spacious character. Architectural styles are diverse and include an eclectic mix of styles including historic buildings like the Railway Station, older style homes and more recent contemporary developments such as the Visitor Information Centre. Signage is noted to be attractive yet modest, however, other signage along the approach used for advertising is visually dominant within the streetscape. Within this approach are the following Precincts:

Precinct Maroondah Highway – 3 Mullum Wetlands includes the wetlands, Great Victorian Rail Trail, significant trees, saw dust kilns (heritage items), trails, boardwalk and interpretative signage. Views are restricted by significant planting. There is the opportunity to reinforce the presence of Mullum Wetlands through the retention of significant trees and the use of native and indigenous planting elsewhere along the approach. To the south of the Study Area is a small residential estate, the Golf Course, and Buller Sports store. It is noted that the signage at Buller Sports detracts from views to the Mullum Wetlands.

Precinct Maroondah Highway – 5 The Station Precinct includes the former Railway Station, the Visitor Information Centre and access to the Great Victorian Rail Trail. The Railway Station buildings are obscured by the generous setback, behind a gravel car park, and landscaping. There is opportunity to improve the appearance of the Visitor Information Centre building from the approach through screening of back-of-house uses and/or through a built form design response. Further east, the Yenckens Mitre 10 store is painted in blue, white and grey and provides a bold but inactive edge to the approach streetscape.



Draft Mansfield Township Housing Strategy 2018

The interface and relationship with the proposed residential land to the north will play a key role in the success of this Precinct. Successful staging of residential development in the surrounding area, combined with the staging of development within the Study Area will enable appropriate growth. Key issues which will be taken into consideration include the maintenance of heritage items, responding to climate change and environmental considerations, and the creation of quality design outcomes.

This strategy sets a framework for managing residential development and future housing growth in Mansfield. It seeks to:

identify preferred locations for future housing

identify a range of lot sizes and housing types to provide housing choice

encourage best practice and excellence in housing design and sustainability

ensure future residential development respects the valued character elements and heritage of Mansfield

ensure future residential development responds to climate change and limits exposure to natural hazards

support the provision of services and infrastructure and affordable housing.

The vision of the Strategy is one where the town of Mansfield is a great place to live. Residential areas are well planned, attractive and inclusive and where affordable, accessible and sustainable housing options contribute to a diverse and inclusive community, while still retaining Mansfield’s character, heritage and natural beauty.

Relevant key issues and opportunities include:

managing the roll out of land supply (staging)

allowing for population growth while creating a sense of community and identity

providing short term and temporary accommodation options for visitors and workers

retaining remnant vegetation

encouraging high quality and ecologically sustainable building design

preserving existing heritage places including those protected and those yet to be protected

ensuring connectivity of residential development on the periphery of the township

ensuring future provision of public open space and parks for residents in Mansfield.

Relevant key components of the Residential Framework Plan include:

Supports the development of planned or committed greenfield development areas and infill development where there is good access to shops, services and transport.

Longer term residential growth areas are provided in the south-east and north-west. These areas require additional planning due to fragmented land ownership and will be characterised by creeks and open space areas.

Identifies investigation areas to the north-east and north-west. The feasibility of these areas for residential development will be subject to further investigations.

Sensitive interfaces, where residential areas abut the ultimate heavy vehicle bypass route, the four township approaches and industrial areas, are identified to ensure these areas are appropriately managed.

Opportunities for open space to define the identity of residential neighbourhoods and create an engaged and connected community.

North of the Study Area, the land around the Stock Route is noted as a strategic redevelopment site. It is adjacent to the Railway Station Precinct, which is proposed to be a central hub for hospitality, tourism, and arts/culture. The Township Housing Strategy encourages a mix of uses, including visitor accommodation, in this location to activate and attract people to the Railway Station Precinct. Potential contamination issues should be considered as part of investigations for the site. South of Dead Horse Lane is noted as an unplanned greenfield development site with an estimated dwelling yield of 340 lots. More investigation is needed to identify the feasibility of residential development in these areas. A shortage of short term or temporary accommodation is noted.

Mansfield Shire

Mansfield Shire A Profile of Visitors to the Mansfield Shire 2006

This document gives a summary of visitation to Mansfield and can be used to identify how visitation has changed over time. More recent data will provide greater clarity in identifying visitor trends to Mansfield.

This Profile represents visitation to the Mansfield Shire during Summer/Autumn of 2006. 73% of visitors were from Metropolitan Melbourne, and 77% were visiting for holiday or leisure purposes. 96% of visitors were staying overnight. The implications for marketing found that there was increasing expenditure on food and drink, visitor expenditure was primarily on accommodation, food and drink, and there is a high propensity of visitors wishing to tour the region. It was concluded that:

visitors stayed longer

visitors participated in more activities with higher proportions eating out and shopping

more visitors travelled in family groups.

Mansfield Shire Signage Strategy 2007

The Strategy provides an integrated signage design approach for the Mansfield township and Shire. The Strategy aims to ensure signage is sympathetic to Mansfield’s local character, environment and heritage. The Strategy details the existing signage conditions and proposed actions to relocate, remove and replace or combine signage. A signage palette and detailed illustrations are provided for entry and leaving, directional and tourism and historical society signage.

Mansfield Keeping Place - Concept and Business Plan 2010

Responds to the identified need for a Community Facility to support and enrich the regions arts culture and retain historical objects. The Concept and Business Plan was developed by a collective of community organisations in 2010 and provides detailed budget analysis to support inclusion of respective elements.

The Vision of Mansfield Keeping Place (MKP) is that within five years, Mansfield will be renowned for arts and heritage opportunities that are a part of its spirit and community life. These opportunities will be creative, authentic, diverse, sustainable, accessible and affordable to both residents and visitors.

It is envisaged that the proposed supporting infrastructure would be located at the Station Precinct in Mansfield, with the capacity to meet a multitude of roles that would fulfil current unmet demand and future expansion of both the community’s needs and visitors to the region. This location forms a significant gateway to the town and is seen as a strategic location for community development of tourism, arts and culture.

The architectural concept is conceived as an interpretation of the rural storage shed, which echoes the farming activities of the region and the old railway heritage of the Station Precinct. This would include reference to the ‘Gateway’ concept, a symbiotic relationship with the adjacent wetland, response to the head of the Rail Trail, and connections to the various infrastructure within the Station Precinct. The total budget for the project was estimated approximately $4.5 million. The facility is proposed to the rear of the existing Visitor Information Centre.

Economic Development Strategy Action Plan Review 2013-2017

The economic strength of Mansfield is diverse, and this Precinct offers the ability to include something unique while being a substantial contributor to local business. This project will seek to bridge the gap between community and business, where a progressive, resilient and skilled industry will attract commercial interests and will give greater opportunity for success.

Tourism, farming and lifestyle living are the backbone to a healthy local economy in Mansfield, and are supported by significant retail, health, education and professional service sectors. The Economic Development Strategy works to support the following key ingredients to a healthy economy:



a vibrant investment environment

active business networks through leadership and participation

growth in labour force responsive to business needs

awareness of Mansfield’s competitive advantages for lifestyle and business

improvements in civil infrastructure to support community and business aspiration

capitalise on government policies, programs and funding to deliver local improvements that best meet Mansfield’s needs.

Relevant priorities include:

determine opportunities and impediments for expanding business activity in all industry sectors

determine demand and supply options around high density accommodation

advocate for and support green nature based tourism.


play a key role in strategic planning to achieve well-planned development that retains our community’s rural and agricultural character; sustains our natural environment; and enables appropriate economic development

assist the business community to be progressive, resilient and skilled; adapting to market, demographic and environmental changes

attract and retain a skilled, creative and entrepreneurial workforce to support future business diversification and growth

provide community infrastructure for the incubation and appreciation of the arts; and the celebration and preservation of Indigenous and European heritage and culture

play an active role in partnering with educational institutions and other stakeholders to create a municipality renowned for its quality education and life-long learning opportunities for all people to thrive and excel.

Gadhaba Local Indigenous Network Community Plan 2013-2018

This Plan seeks to create a Local Indigenous Network that works in the community sphere to improve conditions and recognition for Aboriginal people. Indigenous history and recognition are an integral aspect of Mansfield’s history, and will be taken into deep consideration within the planning for this Precinct.

‘Gadhaba’, which is pronounced Gud-a-bah, is a Taungurung word meaning ‘Together’. This is the traditional name adopted by the Local Indigenous Network (LIN) in Mansfield and it reflects our vision of working together alongside non-indigenous people to achieve our goals and aspirations. It is noted that Mansfield is on Taungurung Country, and there were 60+ Aboriginal people residing in Mansfield at the time of publication.

Values that enable this Local Indigenous Network to work well together include; Respect, Recognition, Value, Non-judgemental, Consideration, Listening, Impartiality, Unconditional and Compromise. The priorities of the Gadhaba LIN are:

A place to come together

Acceptance/Recognition

Family and our Youth

Successful GLIN for our Aboriginal Community

The Community Plan seeks the creation of a culturally appropriate place for Aboriginal people to gather and meet, Acceptance/Recognition of Aboriginal peoples, education for Aboriginal people, and a bright future.

Shire of Mansfield Stage One Heritage Survey 2015

The Kilns represent a visual connection to the industrial history of Mansfield, and an opportunity to provide visual connectivity to heritage from this Precinct. Further work may be needed to identify the significance of the remaining historical landmarks within the Study Area.

This survey focuses on the townships of Mansfield and Jamieson, on particularly selected buildings/features. It recommends 29 places for inclusion into the Heritage

Overlay. It utilises the HERCON criteria for assessing heritage significance. Of relevance to the Precinct:

The Saw Dust Kiln, 177 High Street (Maroondah Highway), which has local value and is a feature building. It is one of 3 kilns remaining in Mansfield. This kiln is on public land.

The 2 Saw Dust Kilns off Walker Street have local value and are a feature building. These 2 kilns are on private land.

The location of the kilns near the railway illustrates the functional and economic connection between milling and transport.

The Saw Dust Kilns’ cultural values are expressed by their unique form and function as well as their locations near both the former timber mills and the railway.

The Kilns are significant for their functional, aesthetic and historic values to the Mansfield district.

The functional and aesthetic values of the Saw Dust Kilns are an expression of their important role to keep timber mills safe and their associated unique shape and construction, including the patterned brickwork and built-in dates. The historic values of the Saw Dust Kilns are a visual and physical recognition of the importance that industry had to the development of the area and the township of Mansfield.

The three Saw Dust Kilns should be retained, conserved and maintained.

The display and setting of each Saw Dust Kiln should demonstrate a degree of visual continuity to unite their common origins and heritage values.

Visual access from the public domain to each Sawdust Burner should be retained, and wherever possible public access and interpretation is encouraged.

Development and landscaping should not intrude upon the visual appreciation of the Sawdust Burners nor compete with them for visual prominence. It would be preferable to retain an open space context around each of at least 5-1O metres.

Further survey work is needed for the Railway Precinct - HO37.

Figure 05: Proposed Functional Diagram. Taken from the Mansfield Keeping Place Concept and Business Plan.



Draft Mansfield Shire Economic Profile 2018

The Mansfield economy is strong and growing, and the tourism sector is the largest and most important in the Mansfield Shire. Other important sectors include food and beverage, visitor accommodation, retail, health and wellbeing, and light industry. Investment into new tourism ventures is lacking, and a focus upon commercial ventures will ensure the economic strength of the Shire remains. Detailed economic analysis will ensure that a clear understanding of present and future Mansfield underpins any outcome for this Precinct.

The Economic Profile provides an updated snapshot of Mansfield, utilising the Australian Bureau of Statistics 2016 Census data.

The Shire’s economy grew from $372 million in 2011 to $440 million in 2016, with an estimated $30 million invested per annum in construction between 2011-2016. Approximately 700,000 additional visitors have come to Mansfield Shire/Mt Buller between 2011-2016, however the number of persons employed in Mansfield Shire has decreased since 2011. Accommodation and food services have the largest number of medium sized businesses (20-199) and are likely to be where the future growth in employment is for the region. Almost all new building investment is in residential buildings, which indicates a weakness in the commercial and industrial sectors.

There is a lack of investment in new tourism businesses in Mansfield Shire such as visitor accommodation. The Railway Station Precinct is identified as a Bike Hub in the North East Tourism Cycle Masterplan and provides opportunity for new investment in commercial tourism enterprise.

Relevant considerations for economic development in Mansfield Shire include:

Ensuring residential development opportunities are maintained.

Attracting investment in commercial development, which could include:

− Visitor accommodation

− Food and beverage retail

− Health and wellbeing industry

− Light industry (builders, boutique manufacturing, trades)

− Commercial office space.

Investigating horticultural and agritourism opportunities

Attracting investment in tourism to support visitor growth and demand - Key areas of investment should include:

− Cycle trails and Mansfield Bike Hub

− Food and beverage

− Agri-tourism

− Accommodation of various typologies including reinvestment in current accommodation stock

− Family friendly activities.

Regional

The High-Country Arts, Culture & Heritage Plan 2007-2012

Arts, culture and heritage have an important role to play in the Mansfield story. The region has a strong arts community, a notable history, and a culture worth preserving. This project welcomes the opportunity to improve elements of all three of these components and will consider this Plan when determining an appropriate response.

This Plan aims to expand the creative, cultural and artistic capacity of the region by enhancing the individual existing programs and jointly developing new infrastructure and activities. It has a vision where the area will be renowned for arts, cultural and heritage opportunities that have become a part of its spirit and community life. These opportunities will be creative, authentic, diverse, sustainable, accessible, and affordable to both residents and visitors. The Plan considers how to:

facilitate increased community participation in arts, culture and heritage

work together to strengthen Mansfield and Mount Buller’s arts and creative industries

preserve, display and celebrate the unique natural and built heritage of our region

support emerging local artists and provide professional development opportunities for our arts communities

provide opportunities for exposure to engagement with professional artists and touring programs

establish long term partnerships between our communities and national and international professional arts organisations.

The report specifically focuses on:

encouraging community participation in the arts and cultural activities

assisting artists and creative practitioners to increase their skills and develop networks and markets for their work

preserving our history and heritage so that the stories of our pioneers are recorded and celebrated now and in the future

enhancing the distinctive look and feel of public spaces, events and festivals

providing an environment where new artists and creative organisations can develop and grow

capitalising on sources of funding for the development of community arts, heritage conservation and cultural tourism.

Key aims & objectives include:

Events - Build an extensive program of events and activities that support community celebrations, reflect our unique community and in turn, encourage cultural tourism and economic growth.

Infrastructure – Provide indoor and outdoor space, with the requisite fittings, to enable and promote growth in the enjoyment, production and exhibition of community and professional arts, culture and heritage.

Heritage Strengths and Values – Identify and develop plans to preserve and promote heritage assets.

Support Mechanisms – Identify appropriate support mechanisms that will assist local community and professional artists to build upon and enhance their arts, culture and heritage activities.

Great Victorian Rail Trail Signage Plan 2013

The Rail Trail is a distinct and important element of this Precinct, and signage and wayfinding are important elements of the Rail Trail experience. The sense of arrival/departure and gateway treatment may have the potential to be improved and will be explored within this project.

The Signage Plan is one of three elements of the Rail Trail development, Phase 1 being construction of the trail, Phase 2 (this document) being the identity, interpretation, wayfinding (and strategy), and Phase 3 (commencing 2014) the signage installation, marketing and visitor experience. The Rail Trail has 18 station sites that offer logical ‘stop points’ for users of the trail. Mansfield is a Major Hub, along with Yea, Alexandra, and Tallarook. Guiding Principles include:



enrich the user experience

correct balance of need to know and like to know

logical positioning comes from need to know/like to know content

avoid oversaturation and proliferation

do not create false stop points.

The signage along the trail contributes small volumes of information catering to a 3-second reader, 30-second reader, and a 3-minute reader. It is noted that the sense of arrival and “constriction” - of passing from a wide-open landscape into a defined “corridor” setting - is one that is essentially connected with the rail experience. An encounter with a station focuses on creating a sense of both arrival and departure - a sense of having passed through a defined space that delineates an otherwise open-ended landscape. The three elements of a Station arrival include:

The Semaphore Shelter: An open and welcoming visitor space, which contains the major signage

The Seat: Incorporates seating, bicycle racks, and the station name

The Blade: Provides a condensed map of the route.

Hume Regional Growth Plan 2014

As a smaller settlement within the Central Hume Region, Mansfield will be competing with larger settlements, like Wangaratta and Benalla. This project will seek to create a unique character for Mansfield by building upon the strengths of the area, to produce sustainable growth for locals and tourists.

The Hume Regional Growth Plan provides broad direction for regional land use and development across the 12 municipalities that make up the Hume region. The vision is to create a region that is resilient, diverse, and thriving, which can capitalise on the strengths and competitive advantages to harness growth for the benefit of the region, with a principal aim of developing liveable and sustainable communities. Key Principles this Plan seeks to develop include:

efficient and sustainable settlements

sustainable rural communities

a healthy environment and a celebrated heritage

healthy, vibrant and resilient communities

a thriving and dynamic economy

a mobile and connected region.

Mansfield lies within the Central Hume Region, noted as a sub-regional settlement, and a town which will provide for increased tourist development while continuing to support surrounding rural communities by providing services and access to services in larger urban localities. Mansfield is identified as a moderate growth location.

Taungurung Country Plan 2016

The Indigenous heritage of Mansfield Shire and the Taungurung peoples is rich and varied. With consideration of this Plan and the proposed Keeping Place, Indigenous recognition will be a key consideration for this precinct. This project will seek to include reference to the traditional owners of this land, through a diversity of measures.

This Plan asserts the inherent rights of Indigenous peoples as the Traditional Owners of Country, and communicates the Taungurung vision and aspirations for Country, Culture and People. Valued ecology in the region includes but is not limited to the muirnong (yam daisy), bracken fern, tree fern, kangaroo apple, cherry ballart, dhulangi (stringybark) and dulim (tussock grass). European settlement saw sacred sites, traditional foods, traditional camping grounds, traditional water and medicines difficult to access or destroyed. It is important to note that at no time did Taungurung people cede their intrinsic rights and obligations to care for country, culture and people.

Relevant Key Concerns about Country include:

Ensuring Taungurung connection to country is formally recognised.

Conducting effective negotiations with the state, and with our neighbours, for clarity about Taungurung rights and access to country.

Building the capacity of our people to take an active role in decision-making and caring for country roles, including natural and cultural resource management, cultural heritage, cultural education, tourism, business and financial management.

Strengthening the use of Taungurung language, spoken and written. Schools are a conduit for this.

Increasing access to Country for continued cultural practice, including hunting and gathering, ceremonies and healing with youth, Elders and our families.

Relevant Key Priorities include:

Our knowledge is gathered, protected and preserved.

Taungurung knowledge is gathered, shared and protected.

Guardians of our Country are active and respected Taungurung.

Driving ethical economic development and employment for our people and Country.

Relevant Goals include:

Establish a formal Welcome to Country and Acknowledgement of Country that notes Taungurung as Traditional Owners, past injustices, and celebrates resilience and achievements in caring for Country, Culture and People today.

Identify suitable locations, business model and investment required to establish a Taungurung Cultural and Healing Centre. One centre or connected bases from which history, culture, language, art, crafts, traditional plants, foods and medicines, and other health and wellbeing activities are in place for sharing with Taungurung and the broader community.

Ensure visitors to Taungurung Country can access information about Taungurung People and our wishes that Country and heritage are respected.

Establish a range of Taungurung enterprises, stand-alone or in partnership with shared values partners, to provide an economic base for the Corporation and community benefits.

Northeast Victoria Cycling Optimisation Masterplan 2018

Cycling is a key part of Mansfield’s culture, and the Station Precinct is in a prime location as the start and end of the Great Victorian Rail Trail. The Rail Trail is a key connection within the area, used by locals and tourists alike. The connection to private investment will be key to the success of any cycling ventures and will be explored within this process.

This Masterplan is prepared for Tourism North East and Regional Development Victoria, and concerns North-east Victoria, from Mansfield to the south-west, to Rutherglen in the north, and Corryong to the north-east. It seeks to optimise cycling opportunities throughout the region, creating world class cycling experiences that drive significant growth to the local visitor economy.

The vision is one where by 2028 Victoria’s High Country will be recognised as the lead cycle tourism region in Australia, attracting more cycle visitation and yield than any other destination. It will do this by delivering a world-class and seamless ride experience across all cycle disciplines, offering premium tracks, trails and routes supported by outstanding cycle tourism services and products.

The Masterplan identifies a range of priority projects that offer the greatest cycle tourism growth opportunities for the region, noting the infrastructure, private sector activation and marketing required across the local rail trail, mountain bike and road cycling offering to achieve a leadership position in this space. It is noted that this region attracts over 3 million visitors annually, with a $711 million output, where tourism is a core industry. It is home to the two longest rail trails in Victoria: The Great Victorian Rail Trail and Murray to Mountains.

With regard to the Great Victorian Rail Trail, further work should be considered to activate the trail by developing complementary product that creates an improved trail experience for visitors and provides stronger destinations to grow visitation. With regard to cycling events, key opportunities include:

events that utilise the rail trail

new road cycling participation events



High Country cycling festival celebrating the many forms of cycling available in the region

international slopestyle event.

Becoming a cycle friendly town should consider the following;

establishment of bike hubs to service and disperse cycle visitors

improvement to cycling infrastructure at railway stations and connections to towns

in town cycle networks across major towns to support connection of town centres to cycling paths and mountain bike paths

in town cycle product for various markets including mountain bike skills parks, pump tacks, bmx tracks, criterium circuits

signage and information for cyclists

private sector businesses to support cycle tourism including skills programs, tour business, training facilities (gymnasiums).

Relevant Objectives include:

increase cycling visitors to Victoria’s High Country

deliver cycling product, infrastructure, experiences and services to meet cycling market need

increase yield from cycle visitors

address gaps in cycle infrastructure and build on the existing cycle infrastructure network

secure private sector investment to meet the needs of cycle visitors

grow the High Country visitor economy through cycle tourism.

The Mansfield Bike Hub is seen as a potential investment. It may include:

trail network information and maps

bike maintenance equipment and tools

skills area including pump track

bathroom, toilet and shower facilities

events facilities

bike wash down area.

Tourism North East, Cultural Tourism Segmentation Report 2018

Tourism North East commissioned Quantum Market Research to identify key segments of cultural tourists and to understand motivations and barriers to cultural tourism in the North East region. The findings of the Report are intended to inform development and marketing decisions, with an overarching intent of growing the cultural and creative experience and attracting visitors to the region. The research was undertaken in two phases; quantitate measurement (online survey) and qualitative exploration (in depth interviews).

The key findings of the Report are summarised as follows:

To learn and educate was the most commonly cited motivation to engage in Cultural Tourism.

Interest in Australian history is almost universal amongst Cultural Tourists.

70% of respondents have some interest discovering more about the Ned Kelly story.

72% of respondents are open to engaging with the Aboriginal culture of North East Victoria.

High pedigree of historic assets in the North East region provides an appealing foundation for other offerings.

Additionally, the Report defines the five key segments in the cultural tourism market. The Report details each of these segments; what defines them, their motivations, visitation behaviour and implications for Tourism North East. Three segments were identified as offering the most opportunity for the North East Region; Cultural Vultures, Explorer Families and Cultural Dabblers.



2.3 Economic and Tourism Analysis

Urban Enterprise were engaged by SJB Urban on behalf of Mansfield Shire Council to provide economic and tourism analysis for the Mansfield Station Precinct Activation Project, including advice relating to the optimal land use mix, to assist in the preparation of a masterplan for the Mansfield Station Precinct. The following presents the key findings of the report.

Uses that have a strong alignment with the target markets and site location and characteristics:

Cycle Hub

Brewery/Distillery, dining, drinks, functions and event space

Events Hub

Play Space

Boutique Retailers

The above is the result of research into the existing strategies and reports summarised in the table below and the research into population and demographics, property investment, retail, visitation, visitor profile, functions and events, and visitor information also below.

Key Findings

Population and Demographics

Mansfield has shown strong population growth in recent years with the population of the Shire increasing at a rate of 1.7% between 2011 and 2016 and the Mansfield Urban Centre growing at a rate of 2.1% over the same period, outpacing growth across Regional Victoria.

Population growth across Mansfield Shire has been driven primarily by older segments of the population, including retirees and pre-retirees. However, growth in the Mansfield Urban Centre population has been driven both by the older generation as well as by the younger generation, with a noticeable increase in those aged between 30-39 years and 5-9 years. Primarily, families with children have been responsible for the population growth in the Mansfield Urban Centre.

The growth in different market segments of the population suggests the Mansfield Station Precinct could play a role in accommodating activities for a wide-ranging spectrum of age groups, ranging from young families to older retirees and lifestyle residents. Forecast population growth for Mansfield Shire is also strong, but significantly less than recent historical population growth.

The increase in the local population drives demand for goods and services, increasing performance of existing business as well as creating opportunity for new businesses to enter the market.

The strong population growth context creates a positive investment market for activation of the Mansfield Station Precinct. There has also been growth in median incomes in the Shire, suggesting opportunities for further expenditure on leisure goods and services.

Property Investment

There has been a distinct lack of investment in the non-residential sector in Mansfield in recent years. Interestingly, the growth in retail employment has not translated into significant new investment, but rather employment growth in existing businesses across the Shire. The activation of the Mansfield Station Precinct provides the opportunity to generate

investment in the non-residential sector both within the Precinct as well as being a catalyst for additional investment in the commercial sector, through driving increased visitation and expenditure. Industry sectors likely to experience increased investment as a result of investment in the Precinct include accommodation and food services, retail trade and construction all of which will lead to increased employment opportunities.

Retail

The Mansfield Town Centre is a vibrant regional town centre servicing a large regional residential and visitor catchment.

The retail and commercial assessment by Deep End Services in 2013 as a key input to the Mansfield Structure Plan (2014) found that a large proportion of retailers are food retailers, with the high provision supported by the visitor population. A recent study walk of the Mansfield Town Centre by Urban Enterprise confirmed an abundance of food retailers, many of which are daytime traders.

The assessment also found that demand for commercial office space is likely to be driven by the local population and that land specifically designated for this purpose would not be required.

The assessment recommended that no additional land should be rezoned to Commercial 1 Zone. Residents of Mansfield Shire also spend a high proportion of expenditure on food, non-food groceries and leisure items and this category of spending is supported by expenditure from the visitor population. Mansfield has a strong underlying demand for non-essential retail expenditure including dining, leisure goods and services.

The Mansfield Station Precinct should accommodate commercial uses that:

are complementary to those provided in the town centre

have specific location requirements to assist with feasibility and financial sustainability

cater to visitor retail expenditure

do not detract from the current retail and commercial offer of the town centre

cater to non-essential spending on leisure goods and services of the local population

could not be achieved or would not likely succeed within the existing commercial zoned land in the town centre.

Visitation

Mansfield Shire has a number of drivers for tourist visitation including:

Lake Eildon and rivers

Mount Buller, Mount Stirling and the Alpine National Park

nature-based tourism

food and wine tourism

cycle tourism.

Mansfield has experienced strong growth in visitation, particularly overnight visitation, highlighting the importance of the provision of goods and services to overnight visitors including dining, night time activities and attractions. Key drivers of increased visitation have included growth in the size of the domestic market, new visitor markets to Mount Buller, cycling visitors, water-based activity visitors, Mansfield visitors, the Visiting Friends and Relatives market and holiday home owners. These visitors are likely to drive different opportunities for the Station Precinct, including catering to passing and short stay visitors, destination based overnight visitors, repeat visitors and visitors utilising Mansfield as a hub to explore the region (i.e. cycling).

Visitor Profile

Analysis shows that Mansfield attracts a varied visitor profile type including adult couples, friend groups and families, spanning different age groups and highlighting the need for tourism opportunities to align to a variety of market segments. Analysis of overnight visitor activities shows that visitors to Mansfield partake in dining/eating out at a lower rate compared to the average across regional Victoria. Given the

Figure 06: Strategic Context Key Findings. Taken from the Economic and Tourism Analysis 2018.



2.4 Transport Data Review and Analysis

significant supply of cafes in town, this may suggest a gap in the provision of night time dining options. The overwhelming majority of domestic overnight visitors are self-drive visitors from Melbourne. The Precinct will therefore be a key gateway and arrival destination for visitors to Mansfield approaching from the west.

The activity profile of visitors to Mansfield is weighted towards active nature-based activities and these groups should be considered as part of the tourism opportunities for the Precinct.

Tourism North East primarily targets the Lifestyle Leader market in their marketing efforts. Currently, a primary visitor market to the High Country region, Lifestyle Leaders have high discretionary spending and can drive increased economic benefit and return on investment. Habituals are also a key market for Mansfield, however, they are not a focus for marketing efforts as they are already likely to return to the region. Nevertheless, the Habituals market should also be considered in the tourism opportunities for the Precinct.

Functions and Events

The Precinct provides a unique opportunity to fill a gap in the provision of private function and events spaces in the Mansfield urban area. The unique setting of the Precinct in close proximity to residential settlement and visitor market makes the Precinct favourable for the establishment of a function and event space. A private event space could be part of a multi-purpose venue, such as a restaurant, brewery or distillery.

There is opportunity to increase the functionality of the Precinct to host more public events, both as a starting and finishing point for sporting events e.g. cycling and running events, as well as through staging more formalised events, such as arts and cultural events. In particular, the Precinct could play a role in hosting night events, to increase the night time product offering and catering to the growing number of overnight visitors. This could include night markets, music and entertainment.

Visitor Information Centre (VIC)

The drivers of the gateway VIC in Mansfield still remain today, however, with global changes to information provision and consumption, the format of the VIC is at risk of becoming outdated. This project may provide the opportunity to transition the VIC model in Mansfield to a more contemporary one.

Delivery of visitor information services must consider the importance of online information, the ability to extract additional economic benefit from visitors, the service costs to Council and visitor needs both in terms of the location and the role of visitor servicing. There may be an opportunity to provide a more contemporary and refined visitor information service within the Precinct. This could include consideration of combining visitor servicing with a destination attraction such as the cycling hub concept. This advice is preliminary only. The role of visitor information provision in Mansfield Shire and the region may need to be considered as part of a more detailed feasibility study.

Figure 07: Precinct Opportunities and Alignment Table. Taken from the Economic and Tourism Analysis 2018.

West Benbow Consulting were engaged by SJB Urban on behalf of Mansfield Shire Council to provide transport data review and analysis for the Mansfield Station Precinct Activation Project. The following presents the key findings of the report.

Key Findings

Pedestrian Network

The Precinct is poorly integrated with the town centre, despite being adjacent to it. The existing pedestrian connections to the town centre are not attractive or intuitive. As a result, the Precinct feels separate from the town centre.

The lack of priority pedestrian crossings throughout the town centre make it difficult to integrate the different parts of the town centre. This is a wider issue but does impact on the Station Precinct.

The Precinct is well positioned to provide a link between the town centre and residential growth area to the north and west through the provision of improved pedestrian and shared paths.

Car Parking and Vehicle Access

The site is operating satisfactorily with current vehicle access arrangements. Future land use and development intensity changes on the site will require a review of access arrangements to ensure they are adequate.

The VIC’s current goods and staff access is on the prime site frontage, and public car parking access is to the rear. While this affords a frontage to the Rail Trail and allows buildings to be designed for solar access to the north, the Precinct currently faces away from the highway. This contributes to its lack of integration with the town centre.

The Precinct is constrained by current access requirements for remnant industrial uses adjacent to the site (Stock Route). It is likely that there would be an expectation that this link is maintained in future.

There is adequate car parking provided on site for the current uses. Depending on future uses proposed at the site, the amount of car parking and access arrangements from Maroondah Highway may need to be altered.

Bicycle Facilities

A bicycle connection is required to the town centre. Given the new residential areas to the north and northwest, a shared path should be provided to cater for school children and new residents, as well as Rail Trail users. Priority crossings to key destinations such as the town centre and schools should be provided, noting that these may be pedestrian priority crossings, with a requirement that bike riders walk their bikes across roads.

Site & Context Analysis 3


Site & Context Analysis

3.1 Strategic Context

LakeNillahcootie

Goulburn River

Delatite River

Broken River

Euroa

Merton

Alexandra

Eildon

Jamieson

Mt Buller

Mansfield

LakeEildon

To:MarysvilleHealesvilleWarburton

To:Glenfalloch

To:Woods Point

To:YeaWhittleseaMelbourne

To:SeymourBroadfordMelbourne

To:BenallaWangarattaNSW

To:SheppartonEchuca

To:Benalla

To:Benalla

To:King ValleyWangarattaBright

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1:400,000Figure 08: Strategic Context Map.

Driving Distances & Estimated Times from Mansfield

Distance Time

Melbourne CBD 209km 2h 30min

Bright 174km 2h

Wangaratta 101km 1h 4min

Euroa 69km 51min

Mt Buller 47km 50min

Benalla 62km 41min

Woods Point* 92km 1h 50min

Jamieson* 39km 34min

Merton* 36km 25min

*Within Mansfield Shire.

Site Location

Sites of Interest

Water

Main Road

Rail Trail

The township of Mansfield is located approximately 130km to the northeast of the Melbourne CBD, in the Shire of Mansfield Local Government Area (LGA). The LGA is part of Victoria’s Hume region along with 11 others. The township is a 50 minute drive away from Mount Buller and acts as the support town for the ski resort. Closer to Melbourne than Bright or Mt Hotham ski resort, Mansfield benefits economically from ski tourism. Other significant advantages for Mansfield are that it is at the start/end of the 134 km Great Victorian Rail Trail (GVRT); it is situated in proximity to Lake Eildon and the overall High Country character of the area.

The Shire was formed after the de-amalgamation of the Shire of Delatite in 2002. As the Shire’s main township, Mansfield also provides essential services for smaller urban centres such as Jamieson, Tolmie and Woods Point.



3.2 Movement

1:20,000Figure 09: Movement Map.

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To:Mt BullerJamiesonWoods Point

Mansfield-Melbourne via Yea

Mansfield-Woods Point via Jamieson

Site

Bus Route - Mansfield to Woods Point via Jamieson

Bus Route - Mansfield to Melbourne via Yea

Highway

Main Road

Local Street

Mansfield’s Passenger Terminal, located on High Street less than a 4 minute walk from the Site, provides V/Line and MMBL operated coach services to Melbourne via Yea and Mt Buller respectively. Two V/Line services depart towards Melbourne each day from Monday to Saturday with an extra service on Fridays during the snow season and one departure on Sundays.

PTV bus route Mansfield to Woods Point departs every Thursday from the High St/Erril St bus stop and travels via Jamieson for a total duration of 2.5 hours.



3.3 Open Space & Bicycle Infrastructure

Mansfield Golf Club

Mansfield TennisCentre


Reserve

Mansfield Racecourse

Lords Reserve

Mansfield Botanic Park

Mansfield Public

Cemetery

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1:20,000Figure 10: Open Space & Bicycle Infrastructure Map.

Site

Rail Trail

Pathways

Recreational Reserve

Reserve/Park

Other

Water

The Site is located within a 10 minute walk of the Botanic Park, Mansfield Recreation Reserve and Lords Reserve. Other recreational open spaces within reach include the Mansfield Tennis Centre, the Mansfield Golf Club and the Mansfield Racecourse. However, the first two require crossing Maroondah Highway.

The Site includes the first/last kilometre of the GVRT. Apart from the numerous shared paths within the Botanic Park, this is the only off-road bike/shared path in the area. The old rail tracks on site were turned into a path before the GVRT project following different specifications. This has resulted in the 1 kilometre section being substandard with issues such as poor visibility and bad drainage.



3.4 Local Amenities

Mansfield Primary School

LocalActivityCentre

Library

Mansfield District Hospital

St Mary’sPrimary School

MansfieldPerformingArts Centre

Rudolf Steiner School &

Kindergarden

MansfieldSecondary

College

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1:20,000Figure 11: Local Amenities Map.

Site

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Local Activity Centre

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Mansfield’s main activity centre on High Street and Highett St is located within a 2-5 minute walk from the Site. However, most of the town’s amenities, including a public and a private primary school, the Mansfield District Hospital, the Library and the Performing Arts Centre, are located further to the southeast of the Site.



3.5 Interfaces

Mansfield Golf Club


Reserve

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1:5,000Figure 12: Interfaces Map.

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Across Street Connection - Open Space

Across Street Connection - Commercial

Across Street Connection - Main Road

Direct Connection - Residential

Direct Connection - Main Road

Direct Connection - Industrial

The Site’s southern interface is with Maroondah Highway, Mansfield’s western gateway. An open drain system and the lack of a footpath make most of the interface inaccessible by pedestrians apart from the access to the Visitor Information Centre and Station. Across the highway, low density residential development is broken up by a pocket of commercial businesses including a potential service station, an existing snow gear hire shop and a fenced-off golf course. Its western interface towards Withers Lane will undergo significant change in the future as the road is upgraded to support the detour of heavy vehicles.

On the west end of the northern interface, low density residential development is currently under construction. The rest of this interface has the potential of undergoing a similar development in the near future with established residences on the eastern end and an old industrial site in the centre of the interface which will require a contamination assessment.

The southeast corner is a direct interface with a hardware store and a metal yard (currently under lease). It is characterised by the store’s inactive wall and the yard’s fence.



3.6 Connections to Botanic Park & Town Centre

HIGH STREET

ST

OC

K R

OU

TE

HIG

HE

TT

ST

RE

ET

ULT

IMO

ST

RE

ET

ELV

INS

S

TR

EE

T

NOLAN STREET

BALDRY STREET

AP

OL

LO

ST

RE

ET

CURIA STREET

MINERVA STREET

AILSA STREET

ER

RIL

ST

RE

ET

CO

LL

OP

Y

ST

RE

ET

CH

EN

ER

Y S

TR

EE

T

SOMERSET CRESCENT

MID

LAN

D H

IGH

WA

Y

LOGAN STREET

KIT

CH

EN

S

TR

EE

T


Reserve

Mansfield Botanic Park

Mansfield Primary School

1:5,000Figure 13: Local Connectivity Map.

Site

Botanic Park

Public Recreation

Waterway

Formal Pathway

Segmented/Inadequate Link

Formal Link

The formal link between the Site and both the Town Centre and the Botanic Park is via High Street. However, the inactive façade and the lack of a fine grain interface along the section to the west of Kitchen Street combined with the difficulty in crossing High Street/Maroondah Highway during peak traffic times has resulted in an informal route being used by pedestrians and cyclists. This route, via the Site’s access on Kitchen Street, Early Street and Baldry Street, connects the Site to the activity on Highett Street and the Botanic Park. The route is characterised by the lack of footpaths, heavy vehicles accessing the metal yard on Kitchen Street and vehicular traffic during peak times on Highett Street.



3.7 Site Photographs

Maroondah Highway

Mansfield Golf Club

Residential Development

Under Construction

Future Development

To: Mansfield Botanic

Park

Ford Creek


Reserve

High Street

Early Street

Curia Street

Sto

ck R

oute

Kitc

hen

Str

eet

Ulti

mo

Str

eet

Hig

hett

Str

eet

With

ers

Lane

Kid

ston

Par

ade

1

2

3

45

67

89

10

11

12

14

13

15

16

1718

1920

2122

Figure 14: Site photographs locations. Background image source: Google.NTS



01: Train station seen from the north. 02: Drainage on the southern boundary. 03: Vehicle access to visitor information centre and footpath to town centre.

04: Train station platform, wagons and main structure. 06: Scarred Tree.05: The Goods Shed. 07: Beginning/end of the Rail Trail.

08: Intersection of Rail Trail and Stock Route. 10: North section of the wetlands.09: Rail trail bridge over the wetlands. 11: Rail Trail bridge over the wetlands.



12: Visitor information centre seen from the northeast. 13: Car parking in front of the visitor information centre. 14: Path along the northeast end of the site, looking west.

15: North end of Kitchen Street seen from the site’s boundary. 17: Northeast end of the site and steel yard interface.16: South end of Kitchen Street seen from the site’s boundary. 18: Fertiliser shed and caravan waste disposal.

19: Low density residential development under construction. 21: Rail Trail realignment path.20: Sawdust kiln on the west end of the site. 22: Withers Lane and Maroondah Highway seen from the Rail Trail.

Opportunities & Constraints 4


Opportunities & Constraints

4.1 Opportunities

V

Industrial

Farmland

Potential Future DevelopmentResid

entia

l

Gat

eway

Residential

Golf Course

Commercial

Tow

n C

entr

e

Residen

tial

Residential

1:10,000Figure 15: Opportunities Map.

Site

Rail Trail

Views

Gateway

Link Opportunity

Wetlands

Scarred Tree

Existing Built Form

Valuable Built Form

V

Opportunities identified from the Site and context analysis include: ensuring the Site bridges the divide between the main

activity in Mansfield with potential future development to the north of the Site

improving the link between the Site and the Town Centre via High Street

creating a formal, safe link between the Site and the Botanic Park via Kitchen Street-Fords Creek and Early Street-Baldry Street

strengthening the ecological and recreational value of the Mullum Wetlands

strengthening the water run-off and drainage link between the Wetlands and the northern neighbours

improving the arrival experience to Mansfield on the southern boundary of the Site

connecting the Site to the south of Maroondah Highway

capitalising on the views of Mt Battery and Mt Buller from the west end of the Site

improving the start/end experience of the GVRT by reducing conflict with vehicular traffic, providing new facilities and improving the path

capitalising on the built heritage within the Site, including the Sawdust Kiln (and those kilns in neighbouring properties) and the Station infrastructure

strengthening the visibility, prominence and engagement with the scarred tree on site.


Opportunities & Constraints

4.2 Constraints

1:10,000Figure 16: Constraints Map.

Cutting partially remains from trail realignment - old rail tunnel underpass has been filled

Conflict between start of Rail Trail and traffic

Highway and drainage act as a barrier on southern interface

Lack of connections with Town Centre outside of site boundaries

Site

Rail Trail

Inadequate Link

Ditch

Barrier

Traffic Conflict

Wetlands

Scarred Tree

Existing Built Form

Valuable Built Form

Constraints identified from the site and context analysis include: the lack of adequate links between the Site and the

Town Centre and Botanic Park Maroondah Highway and the drainage on the south

act as a barrier between the Site and the southern neighbours

conflicts between GVRT traffic and traffic on Stock Route and Withers Lane

leftover cutting from the rail realignment divides the western end of the site

heritage built form and scarred tree must be protected interfaces with hardware store and metal yard are

inactive.

Community Consultation 5


Community Consultation

5.1 The Process

The community consultation process was divided into three main activities:

Targeted community groups and other stakeholder workshops

Weeknight and weekend drop-in sessionsOnline survey

Targeted Community Groups and Other Stakeholder WorkshopsSJB Urban met with 14 groups representing a wide range of community interests. The wide range of issues raised in these meetings has been summarised and categorised into 8 different themes for a better understanding of the community’s take on the project. The themes are:

Arts & CultureTaungurung CountryHeritageEveryone’s PlaceEnvironment & EcologySports & RecreationEconomy & TourismOther

Weeknight and Weekend Drop-In SessionsSJB Urban ran two drop-in sessions open to the general public. These included the engagement with ideas boards containing example images and questions about the current and future use of the Site. The example images enquired about the community’s opinion on a range of:

Activities & Land UsesBuilt Form Materials & Architectural Feels

One more drop-in session was carried out by Council at a stall at the Mansfield Bush Market held on Saturday 3rd November, 2018.

Online SurveyCouncil set up an online survey asking similar questions to those presented during the drop-in sessions, including similar imagery.

The following section presents the outcomes of the community consultation collated so far. For the targeted workshops, each theme contains the issues presented by the community groups and stakeholders. For the drop-in sessions, the results have been graphed and reorganised from the most positive to the most negative.

Figure 17: Sawdust Kiln on Neighbouring Property.



5.2 Targeted Workshops

Arts & Crafts

Temporary Exhibition

SpaceArt Gallery/

Indigenous Art Gallery

Mansfield as an Arts Hub

Arts Events

Outdoor Cinema

Outdoor Performance

Space (Amphitheatre)

Sculpture Park

Café

Cultural Retail

Workshop Spaces

Smaller Capacity/More Intimate than

PAC

No Fixed Seating

Lighting Grid

Dressing Room

Storage & Preparation

Room

Late Night Arts Space

Station Platform for Small Events

Old Machinery

VIC Poles & Wetland Tiles Retainment

Arts, Glass & Ceramics

Community

Materials Storage

Artist Residency

Crafting

Kids Programs

Events Space

Scultpural Elements

Mansfield has no permanent cultural ‘heart’

Create a ‘Welcome to Mansfield’

Choir rehearsal space

Arts & culture connected to heritage within Precinct (Railway Station, Kilns, Water Tower)

Water features

Creative endeavours

Other Raised Issues

Arts & Culture



Keeping Place

Scarred Tree

Display SpaceGathering

Place

Visual Prominence

Fire Pit

Storey Telling

Indigenous Programs for

Kids

Space to Sit, Interact &

Reflect

Indigenous Artifacts

Potential for More Within

Site

Ceremony

Connection to Country

Local Indigenous Networks

Gadhaba Local Indigenous Network

Precinct needs more signage

Welcoming to Indigenous people

Respectful and educational space

Indigenous recognition / reconciliation

Understanding of Indigenous plants and animals

Other Raised Issues

Taungurung Country



Mansfield Historical Society

Family History Group

EngageVisitors

Front & BackOffice

Lakes & Rivers

EquineUse

LargeItems

Senior IT Training

ResearchPCs

Book-shelves

WowFactor

Alternating Display

Storage

Restore

Timber/Forestry

FarmingRailway

The High Country

Mansfield Courier

Indigenous History

Multi-Use Space

Historical Display

Local History Digital Collection

Retainment of Station Building

& Carriages

High Country History Hub

Connection To:

Precinct lacks quality signage

Significant unused collections exist throughout the Shire

Old/large machinery

Indigenous heritage / displays

Restoration / Reuse of Goods Shed

Utilisation of Train Turntable

Dust from carpark is an issue for collections

Other Raised Issues

Heritage



Indoor activities

Improved wetlands pedestrian infrastructure

Day & night activities

Other Raised Issues

CommunityChildren/Youth

Accessible Infrastructure

NaturalLearning

Safe from Vehicles

WorkSpace

Internet Access

PictorialSignage

Flood Resistant

Shelter

Safety for Youth

Youth Space

Skill Sharing Hub

Accessible Paths

Signage

Adult-sized Play Space

Education

Nature/ Adventure Playground

Meeting Place

SensoryGarden/

Playground

Picnic/BBQ

Community Events

Regular Playground

Bush Kinder

Everyone’s Place



Consider link to wider scale environment

Views to Mt Battery & Mt Buller from western boundary

Green open space

Consider adjacent activity such as farmland, residential development, old industrial contamination, potential service station

Stargazing

Vegetation along Yenckens wall

Other Raised Issues

Mullum Wetlands

Conservation

Lack of Bins

Walking Trail

Dredging of Water

Natural Experiences

More Seating/ Rest Stops

Bird Watching

Minimal Disturbance to

Wildlife

Indigenous Plants

On-SiteDevelopment &

Activities

Off-SiteDevelopment &

Activities

Size Increase

Ongoing Maintenance

Signage

Hydrology

Wildlife Habitat Protection

Fords Creek Access

Contamination Risks

VIC Poles & Wetland Tiles Retainment

Environment & Ecology



No Club House for most sports

Drinking fountains needed

Significant athletes have emerged from the Shire

Walking loop

Complement Sports Precinct

Other Raised Issues

Adventure Centre & Park

Fitness

Cycling

Rail Trail

Lack of Bins

BMX Track

Gym

Mini-train

Hedge Maze

BoulderingTree Top Walk

Ziplines

Car Parking

Shelter

Showers

E-Charge

Tennis Equipment

Pump Flow Track

Cycling Loop

Events

Bike Shop

BBQ

Bike Hire

Kids Parties

Cater for Families

Excercise Stations

Club House

Café

Walking&

Running

Half Marathon&

Fun Run

Recreation for Kids

Sports & Recreation



Mansfield the brand

Need for corporate backing

Visibility and recognition is important

Potential for start-ups/small business incubator

Gateway/Entry to Mansfield

Gateway to the Snow Fields/High Country

Tourism is essential for Mansfield

Not an extension of Town Centre

Space to get away from the weather

Do not want commercialisation

High quality food/restaurant

Licensed Venue

Other Raised Issues

Visitor Information

Centre

Function Centre

Info on Local

Conditions

Internet Access

LocalArt

Tourism

Relocateto Town

Face to Face Interaction

To Remain in Same Location

Financially Viable

Needs to Compete with

Online Services

Space to Work

TemporaryMarket

SpecificRetail

Celebrations

Conferences

Artists Connection

Interaction Between Locals & Tourists

Building Layout is

Dysfunctional

Disability & Youth

Employment Potential

Use of Meeting Rooms

Café

Event Space

Improvement of ‘Gateway’

Interface More Community

Focused

Heritage



Improve visibility from road

Relocation of old police stables

Sale of the Sale Yards could hinder the Precinct

Heavy vehicles often park on northeast area

Other Raised Issues

Car ParkingFacilities

SoutheastInterface

More Vegetation

at RearRear

Access

Sustainable

Site Specific

NotSealed

Sealed

Turn into Public Open

Space Move V/Line Coach to Precinct

Better Link with Town

Centre

OvernightParking

Unique Building Design

Better Link with Botanic Park/Fords

Creek

Danger of Backing Out

from Hardware Store

Include Sale Yards inPrecinct

Caravan/Long Vehicle Parking

Parking for Mt Buller

Connectivity

Walking Infrastructure

Toilets

Design

Other



+47

+47 +46

+35+34 +34 +31 +30

+30 +29 +29+26

+26 +26+26

5.3 Activities & Land Uses

* Image presented only at drop-in sessions of 11 and 13 November.

** Image presented only at Bush Market stall, 3 November.



+25 +25 +24+23 +23 +21 +21 +20

+18 +18 +18 +18 +18+18

+17*





+16+15 +14

+14* +14** +13**+12

+12+11 +10

+10*+10** +9

+9+9**





+8

+8

+8 +8* +8**+6

+6** +5

+5+5

+3+3

+3** +2 +2





+2* 0

0

0

-3

-4 -5 -5-5 -8 -11* -11 -11

+2*

0

0

0

+1**





-12*

-17 -21

-28

-30

-48

-54

-71* Image presented only at drop-in sessions of 11 and 13 November.




0 -1

-1

-2

-3

+15+12

+12

+8

+6 +6+4

+3

+3+3

0

5.4 Built Form Materials & Architectural Feels





-3-4

-6

-10

-11

-12

-16

-20

-22

-23* Image presented only at drop-in sessions of 11 and 13 November.




5.5 Online Survey

Aboriginal meeting place, cultural awareness and storytelling space.

Art gallery.

Car parking. Cycling.

BMX track. Café.

Centre to display information on the local ecology and environment.

Accessible playground. Adventure playground.

“I think it’s very important to honour the

indigenous cultural heritage of this

space.”

“Art galleries are important

especially if they are doubled with productive space such as meeting

facilities.”

What is your one wish or big idea for the Precinct?

What do you value most about the Precinct?

“Car parking is important but

walking should be encouraged from the town centre to connect the two

zones.”

“As part of the current info

centre.”

“Important. This district is all about our environment.”

“Incorporate & enhance the use of the Rail Trail.”

“A small trail network could be incorporated into

the space.”

“A pump track/skills park would work better in the

space and be more accessible

to everyone.”

“Would be great to see cafe and art gallery as a social

enterprise.”

“I like the idea but NOT that actual

image!”

“Important for the well-being of the less able people

in our community. But don’t make it look clinical. Get it in with adventure

playground.”

“Love it, think we really need something like

this in town to go with the

other playground available.”



Local history display.

Outdoor gathering place with fire pit.

Pump flow track for cyclists.Heritage shed repurposed into a multi-purpose/events space.

Shared work space and meeting space. Wetlands activities.

Outdoor furniture and gathering space. Outdoor market. Picnic area.

Horse riding.Indigenous art in gallery space.

Craft beverage and events space.

“Could coincide with gallery/cafe

idea incorporating existing use as a

museum.”

“Imagine a communal fire place to roast marshmallows

and meet people. This is a fantastic

idea.”

“I believe this is a crucial element for our town, it

promotes healthy outdoor activities for our children.”

“This is a fantastic idea. We need

appropriate spaces to

encourage our economy to grow by attracting more skills to the area.”

“Educational, easy to combine with

cultural relevance aspects, could be one feature in a greater hub.”

“Love this idea great for events or proposed cafe /

gallery idea.”

“Goods Shed would be fantastic.”

“We already have great locations for these events at the botanical

gardens and in the middle of the Main

Street.”

“I think high quality food / beverage would be better,

but picnic facilities would be easy to

maintain if they are in addition.”

“I like the idea just not the design.”

“Horse riding is a big part of

Mansfield but not needed in this

area.”

“Could be incorporated with gallery space and history display.”

“As long as it is local indigenous

art otherwise no.”

“Natural materials and unique

designs would suit the site.”

“Hospitality will bring people to the area and

encourage them to stay.”

Conclusion & Vision Statement 6


Conclusion & Vision Statement

6.1 Conclusion

This Background Report presents the outcomes of the urban economics analysis, traffic analysis, site and context analysis and the community consultation process. These have surfaced several synergies between the requirements and expectations of the many different community members who engaged in the consultation process, and the findings of the different analyses.

The Economics and Tourism Analysis concluded that the target markets and the site location and characteristics make the precinct a good place for a cycling hub, a brewery/distillery, dining, drinks, functions and event space, an events hub, a play space and boutique retailers. These uses align with the community’s ideas for the site which include several uses that would constitute a cycling hub, events spaces, food and drink services that support other activities, open play spaces and specific retail that aligns with site specific uses such as the Rail Trail, the Visitor Information Centre and the Historical Society.

Furthermore, other uses proposed by the community have the potential to create new synergies with the currently suitable ones found by the Economics and Tourism Analysis. The best way to take advantage of these will be explored in the next steps of the project.

Figure 18: Scarred Tree on Platform.


Conclusion & Vision Statement

6.2 Vision Statement

Figure 19: Mansfield Station platform.

The Mansfield Station Precinct is a welcoming community place for people of all generations and cultures to come together in a vibrant, sustainable and engaging setting.

Historic buildings and contemporary spaces will cater for a range of activities that showcase the Shire’s rich heritage, the thriving arts and culture scene, active lifestyle opportunities and outstanding local produce.

The landscapes within the precinct will celebrate the local environment, history and culture of the Taungurung people, the original and enduring custodians of the land as well as providing opportunities for exploration, contemplation, education and play.

A unique tapestry of activities including complementary business opportunities, community infrastructure and tourism amenities, will contribute to the valued character of the Shire and help to build a sustainable future.

Appendix ATransport Data Review and Analysis

West Benbow Consulting


PHONE EMAIL 0448 980 255 [email protected]

wbcWest Benbow Consulting Pty Ltd PO Box 211, Mount Beauty, VIC 3699

30 September 2018

Key Findings The Mansfield Station Precinct is currently under utilised as a visitor gateway to Mansfield, and there is an opportunity to reimagine its use and how it relates to the town centre. Improving the site’s relationship to the town centre is assessed as being critical to the future success of any new use on the site.

The transport and access issues in the precinct that can be addressed through the activation project are as follows: Pedestrian network

• The precinct is poorly integrated with the town centre, despite being adjacent to it. The existing pedestrianconnections to the town centre are not attractive or intuitive. As a result, the precinct feels separate from the towncentre.

• The lack of priority pedestrian crossings throughout the town centre make it difficult to integrate the different partsof the town centre. This is a wider issue but does impact on the station precinct.

• The precinct is well positioned to provide a link between the town centre and residential growth area to the northand west, through the provision of improved pedestrian / shared paths.

Car parking and vehicle access • The site is operating satisfactorily with current vehicle access arrangements. Future land use / development

intensity changes on the site will require a review of access arrangements to ensure they are adequate.• The VIC's current goods/staff access is on the ‘prime’ site frontage, and public car parking access is to the rear.

While this affords a frontage to the rail trail and allows buildings to be designed for solar access to the north, theprecinct currently faces away from the highway. This contributes to its lack of integration with the town centre.

• The precinct is constrained by current access requirements for remnant industrial uses adjacent to the site (StockRoute). It is likely that there would be an expectation that this link is maintained in future.

• There is adequate car parking provided on site for the current uses. Depending on future uses proposed at thesite, the amount of car parking and access arrangements from Maroondah Highway may need to be altered.

Bicycle facilities

2

• A bicycle connection is required to the town centre. Given the new residential areas to the north and northwest, a shared path should be provided to cater for school children and new residents, as well as rail trial users. Priority crossings to key destinations (town centre and schools) should be provided (noting these may be pedestrian priority crossings, with a requirement that bike riders walk their bikes across roads).

The Site The Mansfield Station Precinct is located on High Street / Maroondah Highway directly west of the town centre (refer to Figure 1).

Figure 1: Study Area

The precinct is bounded by the following roads:

• To the south by Maroondah Highway, which is a Road Zone Category 1 State Highway, with residential uses, the Mt Buller Ski Centre and a golf course on the southern side of the Highway

• To the east by Kitchen Street (a local road) and a hardware store. • To the west, by Withers Lane (potential future heavy vehicle bypass) • To the north, the precinct abuts private land, which is a mix of new low density residential housing, future

residential land and remnant industrial uses.


3

The site is bisected by Stock Route, which is a gravel road that provides access to existing industrial and rural uses to the north of the site from Maroondah Highway. The site also includes an access way through to Kitchen Street, and the potential future use of land currently leased for industrial storage (associated with the hardware business).

Currently the following uses / facilities are in the precinct:

• Mullum Mullum wetlands and nature walk• Rail trail and trailhead facilities (toilets)• Visitor Information Centre• Mansfield Historical Society & associated historic rail cars and goods sheds• Gravel car park (approximate capacity of 60 spaces, with a further 6 staff parking

spaces)• Barbeque facilities and shelters

Anecdotally, the precinct is generally under utilised, although during peak times the rail trail, BBQ area and other facilities see a moderate amount of use.

Local Policy Context The Mansfield Planning Scheme and Mansfield Township Structure Plan 2015 provide the following transport and access objectives relevant to the site:

• MSS Strategy 12.1: Require new retail and commercial developments to provide on-site car parking, whereverpossible

• MSS Strategy 12.3: Encourage long vehicle parking along High Street next to the tourist information centre andMullum Mullum wetlands (MSS Clause 21.09)

• Mansfield Township Structure Plan actions:o Investigate sites for long term staff parking (short to medium term)o Investigate extension of the rail trail bicycle facilities into the town centre (no time frame given)o Provide additional signage and long vehicle (e.g. caravan) parking at the Visitor Centre and further west

along Maroondah Highwayo Progressively implement the Heavy Vehicle Bypass

The Structure Plan transport and access initiatives are shown in Figure 2 below.

A traffic, pedestrian, cycling and parking assessment was undertaken for the Mansfield Township Structure Plan background report (October 2014). This provides an insight into the overall operating conditions of the transport network in Mansfield (although not specifically adjacent to the Station Precinct). The key findings of the assessment are as follows:

• Maroondah Highway has traffic volumes of approximately 4,000 vehicles per day• Existing road network and intersections within Mansfield are operating satisfactorily in terms of traffic capacity,

although there are safety / operational concerns at some intersections (e.g. conflicts with pedestrians / bicycles atroundabouts).

• There are no pedestrian priority crossings in the town centre. There are difficulties associated with crossingduring busy times, particularly at roundabouts.

• Generally, there is ample parking available within (or within a short distance of) the town centre.

4

• During some peak periods associated with events there are localised parking pressures in certain parts of the township, but overall there is sufficient parking to accommodate peak demands, even during busier times of the year. However, there is a perception of parking shortages at certain times and locations.

• There is a lack of dedicated bicycle facilities in the town centre. The roundabouts in particular present a barrier to safe cycling.

Consultation In preparing this advice, preliminary consultation has been undertaken as follows:

• With Councillors and council officers at the inception workshop • With VicRoads regional road safety team leader regarding current operation of the precinct, and the overall

project. Advice from VicRoads indicates that the precinct is operating satisfactorily from an access point of view, and that future development would need to be reviewed through the standard development assessment to ensure that access arrangements remain satisfactory for any new uses.

Figure 2: Mansfield Township Structure Plan transport and access initiatives

Transport Analysis An analysis of the precinct for all transport modes and car parking is provided below. This includes issues and opportunities to be addressed in the next stages of the project.


5

Pedestrian Facilities The precinct is internally connected by the shared use rail trail, which provides a connection through the site, as well as to the recreation / nature play opportunities in the site. There are also informal pedestrian connections around the visitor centre, museum and BBQ area (partly shared with the car parking area).

Externally, to the north and west, the precinct is connected to the Mansfield – Yea rail trail and the low density residential area to the north. To the south, there are no pedestrian crossings of Maroondah Highway to the residential area to the south, nor any direct footpath connections.

To the east, the precinct is connected to the town centre through a footpath of approximately 1.5m width on the north side of High Street. Despite the close proximity to the centre, the connection is not attractive or intuitive, and the precinct feels separate from the town centre. This is in large part due to the blank façade of the hardware use, the fact that the visitor centre is ‘tucked away’ back from the highway, and lack of priority crossing of Kitchen Street, which make the precinct feel further away from the centre.

There is an opportunity to improve the legibility of the connection to the town centre, and to create a secondary connection to the north of the hardware store, to Kitchen Street and the secondary circulation network beyond (refer to Figure 3). This would link the precinct and rail trail into the rear of the CBD, and further the activation principles / objectives for this part of the CBD in the Structure Plan. However, this should not remove the need to upgrade the link along High Street and across High Street to improve integration with the town centre and residential areas to the south.

In future, there is an opportunity for the precinct to form part of a safe pedestrian priority link from the new residential areas to the north to the education / school precinct to the south, and into the town centre. While this project can’t address the wider transport issues in the town centre, the lack of priority crossings throughout the town tends to ‘segment’ the town into blocks, exacerbating the lack of integration of the precinct.

6

Figure 3: Pedestrian / shared path opportunities

Public Transport The precinct is near the Mansfield Coach Terminal, which is to the east of Kitchen Street. Two VLine Coach services per day service Melbourne, with connecting VLine services to Mt Buller ski resort in winter. The terminal generates parking demands in the surrounding streets during peak times. It is not considered appropriate for the Station Precinct to be used for overflow parking for park and ride users.

Site vehicle access The site is primarily accessed from High Street, with the main public access being to the visitor centre car park. From the east, the speed limit reduces from 80km/h to 50km/h approximately 50m from the site entry. There are left and right turn deceleration lanes into the visitor centre from the east and west.

The visitor information centre also has a secondary access point to the west of the main public access point. This provides staff and goods vehicle access.

The Stock Route currently provides access to the centre of the site, including a caravan wastewater dumping point. It also provides access to the remnant industrial uses to the north of the precinct, including self-storage facilities. Access is also

Potential link to Kitchen Street / rear car parking areas including priority crossing

Improved link along High Street required including priority crossing of Kitchen St Lack of integration with

residential areas to south

Integration with future residential areas to the north / northwest


7

possible from the north (not through the precinct), but the access through the precinct is more direct, and it is likely that there will be an expectation that this is maintained in any future redevelopment.

The site is operating satisfactorily with current access arrangements. Future land use / development intensity changes on the site will require a review of access arrangements to ensure they are adequate.

However, it is clear that the site does not ‘front’ on to High Street, with the primary frontage being taken up by the goods / staff access. Consideration should be given to a more prominent presence for the site to the main road frontage. This would also assist with visually linking the site with the town centre.

Current vehicle access arrangements are shown in Figure 4 below.

Figure 4: Site vehicle access

Car parking The site currently has approximately 60 car parking spaces, and caters for coach parking and long vehicle parking along Maroondah Highway. There is also a provision for approximately 6 staff parking spaces via a separate crossover on Maroondah Highway, with a goods loading area.

The current provision of car parking is more than adequate for the existing uses. Given the potential future mix of uses on the site, a ‘traditional’ car parking demand analysis may not be suitable, as a number of uses may be difficult to

Existing staff parking / goods access

Car park

Left turn deceleration lane and opposing right turn lanes

8

empirically determine for car parking demands, and there may be sharing between uses. In this regard, care should be taken to avoid over-provision of parking on the site through a traditional approach based on planning scheme rates.

Bicycle access The site is at the end of the Mansfield to Yea rail trail, but does not connect to any other bicycle facilities. As noted in the Structure Plan, there is a need to connect the rail trail to the town centre via High Street.

Overall in Mansfield there is a lack of dedicated safe bicycle facilities. Current conditions cater for more confident cyclists who are prepared to share the road with traffic.

There is an opportunity for the precinct to contribute to a wider network of dedicated bicycle facilities (likely to consist of shared paths) to connect the residential areas to schools and the town centre. It is important that priority pedestrian crossings are delivered to support any such network, to enable use by vulnerable users such as children, parents with children and the elderly.

I trust that the above analysis and recommendations are suitable at this stage of the project. I look forward to working with you as the precinct masterplan is developed.

Sincerely,

Tom Courtice Director West Benbow Consulting Pty Ltd

Appendix BEconomic and Tourism Analysis

Urban Enterprise


MAN

SFIELD STATION

PRECINCT ACTIVATION

ECONOM

IC AND TOURISM

ANALYSIS

OCTOBER 2018

Urban Enterprise Urban Planning / Land Economics / Tourism

Planning / Industry Software

ww

w.urbanenterprise.com.au

SJB ON BEH

ALF OF MAN

SFIELD SHIRE COUN

CIL

AUTHORS

Todd Ainsaar

Reviewed by: M

ike Ruzzene

Urban Enterprise

Urban Planning, Land Econom

ics, Tourism Planning & Industry Softw

are

Level 1 302-304 Barkly Street, Brunswick VIC 3056

(03) 9482 3888

ww

w.urbanenterprise.com

.au

© Copyright, Urban Enterprise Pty Ltd, 2017

This work is copyright. Apart from

any uses permitted under Copyright Act 1963, no part m

ay be reproduced w

ithout written perm

ission of Urban Enterprise Pty Ltd.

FILENAM

E: Mansfield Station Precinct Activation-Econom

ic and Tourism Analysis.docx

VERSION: 1

DISCLAIMER

Neither U

rban Enterprise Pty. Ltd. nor any mem

ber or employee of U

rban Enterprise Pty. Ltd. takes responsibility in any w

ay whatsoever to any person or organisation (other than that for w

hich this report has been prepared) in respect of the inform

ation set out in this report, including any errors or omissions therein.

In the course of our preparation of this report, projections have been prepared on the basis of assumptions

and methodology w

hich have been described in the report. It is possible that some of the assum

ptions underlying the projections m

ay change. Nevertheless, the professional judgem

ent of the mem

bers and em

ployees of Urban Enterprise Pty. Ltd. have been applied in m

aking these assumptions, such that they

constitute an understandable basis for estimates and projections. Beyond this, to the extent that the

assumptions do not m

aterialise, the estimates and projections of achievable results m

ay vary.


FIGU

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CONT

ENTS

1. IN

TROD

UCTI

ON

1 1.

1. B

ACKG

ROUN

D 1

1.2.

OBJ

ECTI

VES

1 1.

3. C

ONSU

LTAT

ION

2 2.

THE

PRE

CIN

CT

3 2.

1. R

EGIO

NAL

CON

TEXT

3

2.2.

IMM

EDIA

TE C

ONTE

XT

3 2.

3. E

XIST

ING

PREC

INCT

USE

S 6

2.4.

INTE

RFAC

E LA

ND

USES

8

3. S

TRAT

EGIC

CON

TEXT

11

3.

1. IN

TROD

UCTI

ON

11

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TE

11

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REG

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AL

11

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AL

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ER B

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ROUN

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CUM

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4.

DEM

AND

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ERS

AND

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KET

ASSE

SSM

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17

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INTR

ODUC

TION

17

4.

2. P

OPUL

ATIO

N A

ND

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OGRA

PHIC

S 17

4.

3. H

OUSI

NG

21

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PLOY

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5. B

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PERT

Y IN

VEST

MEN

T 28

4.7.

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AIL

29

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ION

32

4.9.

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34

4.

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N 38

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11. F

UNCT

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39

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12. V

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OR IN

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ATIO

N 40

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OF K

EY D

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OMM

ERCI

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ND T

OURI

SM O

PPOR

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ITIE

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5.

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TROD

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ON

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GET

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RECI

NCT

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NITI

ES

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48

APPE

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DATA

ARE

AS

48


UR

BA

N E

NT

ER

PR

ISE

1 O

CT

OB

ER

20

18

1. INTRODUCTION

Urban Enterprise w

ere engaged by SJB Urban on behalf of Mansfield Shire Council to

provide economic and tourism

analysis for the Mansfield Station Precinct Activation

Project, including advice relating to the optimal land use m

ix, to assist in the preparation of a m

asterplan for the Mansfield Station Precinct (the precinct).

The Mansfield Station Precinct Activation Project presents a great opportunity to

develop the vision for a vibrant hub at the entry to Mansfield Tow

nship that im

portantly contributes to the local and regional economies. This project w

ill provide the blueprint for potential uses of the precinct translated into a m

asterplan.

1.1. BACKGROUND

Trains ceased operating in Mansfield in 1978, w

hen the Tallarook line was closed.

The station precinct today still contains original station precinct infrastructure, including the station building, platform

and goods shed. The former rail line has also

been converted to a rail trail, forming part of the G

reat Victorian Rail Trail. Other key current uses w

ithin the precinct includes the Mansfield Visitor Inform

ation Centre, M

ansfield Historical Society and M

ullum W

etlands.

1.2. OBJECTIVES

The following outlines the list of objectives of the M

asterplan project as stated in the project brief. These objectives cover a range of tasks and are not all relevant to Urban Enterprises scope, how

ever, are provided for project context:

• Ensure the broader com

munity, com

munity groups and other interested parties

are consulted and integrated where appropriate to the business case and

optimum

use of the site.

• Identify the appropriate m

ix of future uses for the precinct through extensive research of the local and regional m

arkets.

• Identify the appropriate m

ix of uses to activate the spaces around the buildings and provide vibrancy to the precinct.

• Ensure the m

ix of uses and precinct masterplan responds to its context and any

repurposing of existing buildings. This should be expressed through the addition of a suggested m

aterials palette and broad design objectives.

• Establish a clear local identity for the precinct through the m

ix of uses, integration of existing historic infrastructure and new

built form.

• Identify possible location and sizes of potential building envelopes for future infrastructure/built form

to provide the necessary floor space required to optim

ise the functioning of the precinct as a successful and sustainable com

mercial hub. This should show

how the building envelopes integrate w

ith the public open space through the use of a concept m

asterplan and concept draw

ings.

• Provide artist im

pressions that provide a clear vision for the precinct to utilise as leverage for private and public investm

ent in the precinct.

• Identify and provide suggested solutions to potential conflicts w

ith existing and proposed adjacent land use and access.

• Identify pedestrian and cycling linkages into and out of the precinct to provide better connections to the precinct and rail trail w

ith the main com

mercial centre

and outlying residential areas.

• Rationalise parking and vehicle circulation w

ithin and to the precinct with clear

areas of pedestrian priority.

• Identify possible visual and physical links to the w

etlands.

• Strengthen the physical, visual and social links betw

een the precinct and the rail trail.

2 M

AN

SF

IEL

D S

TA

TIO

N P

RE

CIN

CT

AC

TIV

AT

ION

: EC

ON

OM

IC A

ND

TO

UR

ISM

AN

AL

YS

IS

S

JB

ON

BE

HA

LF

OF

MA

NS

FIE

LD

SH

IRE

CO

UN

CIL

1.3. CONSULTATION

The following provides a discussion of key points raised through consultation w

ith M

ansfield Shire Council representatives and staff, Mansfield Shire Councillors and

Tourism N

orth East (TNE) relating to the econom

ic and tourism analysis for the

precinct.

OBJECTIVES

Core objectives discussed for the project included to drive increased visitation to M

ansfield including overnight visitation, reframe M

ansfield as a visitor destination and to m

ove Mansfield into the future by providing a contem

porary precinct destination.

OPPORTUNITIES

Key opportunities which w

ere raised for the precinct include:

• Providing a balance of public space, com

mercial space and com

munity uses;

• Creating a new

gateway into tow

n;

• Create a public heart for M

ansfield, that is safe and welcom

ing for all;

• Leverage and drive cycle tourism

by capitalising on the rail trail in the precinct, the road cycling and m

ountain bike market, including the potential for a cycle

hub;

• Providing a precinct for food and drink, retail, events and functions, m

arkets and festivals;

• Providing a place for recreation;

• Ensuring an inclusive and w

elcoming space for all;

• Developing night tim

e opportunities;

• Opportunity to lift the product offering of M

ansfield;

• Agri-tourism

hub, leveraging from the agricultural production and business base

in the region; and

• Refram

ing the provision of visitor information.

EXISTING BUSINESS IN

TEREST

Consultation revealed that a number of businesses have approached Council w

ith an interest in locating in the precinct, ideas expressed by the private sector have included a functions and events space, brew

ery and cycle retail and complem

entary services.

Existing investment interest in the precinct from

private comm

ercial operators suggests that there is underlying dem

and for activation of the precinct and that both private and public sector funding should be achievable in developing the m

aster plan.


Man

sfie

ld

King

Val

ley

Bonn

ie D

oon

Mou

nt B

ulle

r

Lake

Nill

ahco

otie

Lake

Eild

onM

ount

Stir

ling

Man

sfie

ld to

Mou

nt B

ulle

r45

Min

utes

Man

sfie

ld to

Bon

nie

Doon

30 M

inut

es

Man

sfie

ld to

Lak

e N

illah

coot

ie20

Min

utes

Man

sfie

ld to

Kin

g Va

lley

1 ho

ur

Mou

nt B

uffa

lo

Nat

iona

l Par

k

MAN

SFIE

LD S

TATI

ON P

RECI

NCT

ACT

IVAT

ION

PRO

JECT

FIGU

RE 1

: REG

ION

AL C

ONTE

XT M

APPR

EPAR

ED B

Y UR

BAN

EN

TERP

RISE

| SE

PT 2

018

010

km

Man

sfie

ld to

Lak

e Ei

ldon

30-4

5 M

inut

es

Alpi

ne

Nat

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l Par

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UR

BA

N E

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ER

PR

ISE

3

OC

TO

BE

R 2

01

8

2. T

HE P

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NCT

2.1.

REG

IONA

L CO

NTEX

T

Man

sfie

ld is

loca

ted

in th

e no

rth e

ast o

f Vic

toria

, app

roxi

mat

ely

2.5

hour

s’ d

rive

from

th

e M

elbo

urne

CBD

. Situ

ated

at t

he fo

othi

lls o

f the

Gre

at D

ivin

g Ra

nge,

Man

sfie

ld is

su

rrou

nded

by

pict

ures

que

scen

ery

incl

udin

g ag

ricul

tura

l lan

d, m

ount

ain

rang

es a

nd

fore

sts.

Man

sfie

ld is

a k

ey s

ervi

ce to

wn

for t

he re

gion

incl

udin

g fo

r res

iden

ts a

nd v

isito

rs. I

t is

str

ateg

ical

ly lo

cate

d as

a s

ervi

ce c

entre

for v

isito

rs to

Mou

nt B

ulle

r, M

ount

Stir

ling,

La

ke E

ildon

, Lak

e N

illah

coot

ie, B

onni

e Do

on a

nd o

ther

set

tlem

ents

. It

is a

lso

a ke

y st

op o

n th

e w

ay to

the

King

Val

ley

and

the

Alpi

ne N

atio

nal P

ark.

An o

verv

iew

of t

he re

gion

al c

onte

xt is

sho

wn

in F

igur

e 1,

on

the

follo

win

g pa

ge.

2.2.

IMM

EDIA

TE C

ONTE

XT

The

prec

inct

is a

ppro

xim

atel

y 13

hec

tare

s in

siz

e an

d is

sub

ject

to

a Cr

own

Leas

e w

ith M

ansf

ield

Shi

re a

s th

e co

mm

ittee

of m

anag

emen

t. It

is b

ound

ed b

y M

aroo

ndah

H

ighw

ay to

the

sout

h, Y

enck

ens

Har

dwar

e to

the

east

, With

ers

Lane

to th

e w

est a

nd

resi

dent

ial d

evel

opm

ent,

area

s in

the

Mix

ed U

se Z

one

(MUZ

) an

d In

dust

rial 1

Zon

e (I

N1Z

) to

the

north

.

Figu

re 1

on

the

follo

win

g pa

ge p

rovi

des

a co

ntex

t m

ap o

f th

e pr

ecin

ct a

nd i

ts

surr

ound

s.

The

prec

inct

com

pris

es th

e fo

llow

ing

uses

:

• Fo

rmer

railw

ay b

uild

ing

hous

ing

the

Man

sfie

ld H

isto

rical

Soc

iety

;

• Vi

sito

r Inf

orm

atio

n Ce

ntre

(VI

C);

• Fo

rmer

railw

ay g

oods

she

d;

• G

reat

Vic

toria

n Ra

il Tr

ail;

• M

ansf

ield

Mul

lum

Wet

land

s;

• La

rge

carp

ark

adja

cent

to th

e VI

C an

d st

atio

n bu

ildin

g;

• Sc

arre

d tre

e;

• Fo

rmer

rail

turn

tabl

e an

d w

ater

tow

er;

• BB

Q ar

ea;

• Ca

rava

n du

mp

poin

t;

A co

ntex

t map

is s

how

n in

Fig

ure

2, w

ith m

ore

deta

iled

over

view

of c

urre

nt p

reci

nct

uses

and

inte

rface

use

s pr

ovid

ed in

Sec

tion

2.3.


Precinct Boundary

Visitor Information Centre

Great Victorian Rail Trail

Car Parking

Town Centre

Golf Course

Railway Station Building

(Historical Society)

Railway Goods Shed

BBQ Area

Development Fronts

Western Gatew

ay to Town

GRZ1

LDRZ

C1Z

PUZ

RLZ

IN1Z

MAN

SFIELD STATION PRECIN

CT ACTIVATION PROJECT

FIGURE 2: MAN

SFIELD PRECINCT PRECIN

CT CONTEXT M

APPREPARED BY URBAN

ENTERPRISE | SEPT 2018

0300m

Undeveloped M

ixed Use Area

Former Saw

mill Site

(IN1Z)

Identified as potential M

ixed Use / residential developm

ent area.

Low Density Residential

Development Area. Residential

Development currenlty

underway on w

estern side of site.

Mansfield Golf Club

Mitre 10

Wetlands

Buller Sports Mansfield

Former Saleyards Site

Proposed for facilitation of appropriate developm

ent (M

ansfield Structure Plan, 2015)

Mansfield

Recreation Reserve

Mansfield

Primary School

Mansfield

District Hospital

LordsReserve

Mansfield Council

Supermarket

Beolite Retirem

ent Village

Yenckens Steel

TennisClub

Western Gatew

ay. Key entrance for visitors from

M

elbourne.

To Maindim

ple 14km

on rail trail.

Farming Land

Investigation Area in Mansfield

Structure Plan (2015) for rezoning to Low

Density Residential.

Proposed Bike Path Extension to M

t Buller Rd(M

ansfield Structure Plan, 2015)

6 M

AN

SF

IEL

D S

TA

TIO

N P

RE

CIN

CT

AC

TIV

AT

ION

: EC

ON

OM

IC A

ND

TO

UR

ISM

AN

AL

YS

IS

S

JB

ON

BE

HA

LF

OF

MA

NS

FIE

LD

SH

IRE

CO

UN

CIL

2.3. EXISTING PRECINCT USES

VISITOR INFORMATION CENTRE

The Mansfield Visitor Inform

ation Centre (VIC) is located in the eastern section of the precinct w

ithin a building designed by Gregory Burgess Architects. It is constructed

of ramm

ed earth and local stone.

The accredited VIC currently provides local and regional information, displays and

interpretive elements and a booking service for local attractions, activities and

accomm

odation options in the Mansfield M

t Buller region.

The VIC is open from 10am

to 4pm daily, expect for Christm

as day.

GREAT VICTORIAN RAIL TRAIL

The Great Victorian Rail Trail is a shared pathw

ay for cyclists, walkers and horse

riders, and is the longest continuous trail in Australia stretching from Tallarook to

Mansfield. The G

reat Victorian Rail Trail is a key asset within the M

ansfield Station Precinct, running east to w

est through the centre of the precinct. Mansfield is the

eastern most term

inus of the rail trail.

The Great Victorian Rail Trail received significant grant funding for its im

plementation

and subsequently is the longest continuous rail trail in Australia. It includes bridges, safe crossing points and signage across the length of the trail. Being developed at one point of tim

e the experience across the length of the trail is consistent. There are how

ever large sections of the trail that provide limited visual stim

ulation and the trail has very few

operators who service the trail netw

ork such as food and beverage operators outside of key tow

ns and regular shuttle services. Only the Mansfield Shire

section remains w

ithin Victoria’s North East, w

hilst the vast majority of the trail is in

the “Goulburn River Valley Tourism Region”. 1

1 North East Victoria Cycling O

ptimisation M

asterplan 2017

Figure 4 shows the trail usage based on counters along the trail. The M

ansfield section of the rail trail averaged 37,551 users per year betw

een 2015 and 2017. Over 40,000 people w

ere counted using the trail in 2017.

This data indicates that the precinct already attracts a substantial visitor market,

providing opportunity to leverage existing visitation as well as drive increased

visitation to the precinct and Mansfield.

FIGURE 3 MAP OF G

REAT VICTORIAN RAIL TRAIL

FIGURE 4 GREAT VICTORIAN

RAIL TRAIL USAGE

Source: GRVT via M

ansfield Shire, 2018

37,881 34,601

40,171

22,375 18,155

16,155 15,621

8,344 5,474

7,835 3,663

1,776 -

20,000

40,000

60,000

20152016

20172018 (Jan-July)

Mansfield

Bonnie DoonM

erton


8

MA

NS

FIE

LD

ST

AT

ION

PR

EC

INC

T A

CT

IVA

TIO

N:

EC

ON

OM

IC A

ND

TO

UR

ISM

AN

AL

YS

IS

S

JB

ON

BE

HA

LF

OF

MA

NS

FIE

LD

SH

IRE

CO

UN

CIL

2.

4. IN

TERF

ACE

LAND

USE

S

The

prec

inct

sits

with

in a

var

ying

and

cha

ngin

g an

d de

velo

ping

land

use

con

text

. The

fo

llow

ing

prov

ides

a s

umm

ary

of th

e ke

y pr

ecin

ct in

terfa

ces

uses

and

act

iviti

es:

EAST

ERN

INTE

RFAC

E

• Ye

ncke

ns H

ardw

are

Stor

e (M

itre

10)

– Y

enck

ens

Mitr

e 10

is d

irect

ly a

djac

ent

to th

e pr

ecin

ct to

the

east

. The

Mitr

e 10

em

ploy

s ar

ound

200

peo

ple

and

is o

ne

of th

e la

rger

em

ploy

ing

busi

ness

es in

Man

sfie

ld.

Ye

ncke

n St

eel u

se th

e si

te t

o th

e no

rth

of M

itre

10. T

his

land

is le

ased

to

the

oper

ator

and

ther

e is

4 y

ears

rem

aini

ng o

n th

e le

ase.

Th

ese

busi

ness

es a

lso

utili

se th

e si

te to

the

north

-wes

t of t

he p

reci

nct a

nd ro

ads

thro

ugh

the

prec

inct

for a

cces

s to

the

diffe

rent

site

s.

• To

wn

Cent

re –

The

Tow

n Ce

ntre

is lo

cate

d to

the

eas

t of

the

pre

cinc

t. Th

e St

atio

n pr

ecin

ct c

urre

ntly

boo

kend

s th

e w

este

rn e

nd o

f tow

n. It

is a

sho

rt w

alk

to th

e to

wn

cent

re (a

ppro

xim

atel

y 16

0 m

etre

s to

the

junc

ture

of H

igh

Stre

et a

nd

Hig

hett

Stre

et)

from

the

pre

cinc

t, ho

wev

er,

the

Mitr

e 10

cre

ates

a b

arrie

r (w

heth

er p

erce

ived

or

actu

al)

to t

he c

onne

ctio

n of

the

pre

cinc

t to

the

tow

n ce

ntre

. The

role

, fun

ctio

n an

d us

es o

f the

tow

n ce

ntre

is e

xplo

red

in m

ore

deta

il in

Sec

tion

4.

NOR

THER

N IN

TERF

ACE

• Re

side

ntia

l Dev

elop

men

t (S

tock

man

’s R

ise)

– S

tock

man

’s R

ise

is a

cur

rent

re

side

ntia

l dev

elop

men

t loc

ated

to th

e no

rth

of th

e pr

ecin

ct. I

t is

with

in th

e Lo

w

Dens

ity R

esid

entia

l Zo

ne (

LDRZ

) m

eani

ng t

he l

ots

are

larg

er t

han

stan

dard

re

side

ntia

l dev

elop

men

t. An

ecdo

tally

, dem

and

for l

ots

has

been

str

ong.

• Fo

rmer

Saw

mill

Site

s - L

ocat

ed to

the

north

of t

he p

reci

nct,

acce

ssib

le v

ia th

e st

ock

rout

e. T

his

area

may

hav

e so

me

land

con

tam

inat

ion,

how

ever

, an

en

viro

nmen

tal

asse

ssm

ent

is y

et t

o be

com

plet

ed.

This

site

is

with

in t

he

Indu

stria

l 1 Z

one

(IN

1Z).

• M

ixed

Use

Dev

elop

men

t Ar

ea –

The

re is

a M

ixed

-Use

zon

e ar

ea n

orth

of

the

prec

inct

, whi

ch is

cur

rent

ly a

ffect

ed b

y an

Env

ironm

enta

l Aud

it Ov

erla

y (E

AO).

This

site

is li

kely

to b

e de

velo

ped

for h

ighe

r ord

er u

ses

in th

e fu

ture

.

SOUT

HER

N IN

TERF

ACE

• M

ansf

ield

Gol

f Clu

b - i

s lo

cate

d to

the

sout

h of

Mar

oond

ah H

ighw

ay. I

t is

an 1

8-ho

le c

ours

e an

d in

clud

es a

clu

bhou

se w

ith a

bis

tro.

• Bu

ller S

ports

Man

sfie

ld –

A s

ki h

ire a

nd s

tora

ge b

usin

ess,

loca

ted

to th

e so

uth

of M

aroo

ndah

Hig

hway

, opp

osite

the

Sto

ckm

an’s

Rou

te.

This

bus

ines

s ha

s la

rge

sign

age

to th

e H

ighw

ay. T

he b

usin

ess

is la

rgel

y un

deru

tilis

ed fo

r 9 m

onth

s of

the

year

dur

ing

the

non-

ski s

easo

n.

• Re

side

ntia

l –

Res

iden

tial

hous

ing

exis

ts t

o th

e so

uth

side

of

Mar

oond

ah

Hig

hway

and

adj

acen

t to

the

golf

cour

se to

the

east

and

wes

t.

• Fo

rmer

Sal

eyar

ds S

ite -

The

form

er s

aley

ards

site

is lo

cate

d so

uth

of M

aroo

ndah

H

ighw

ay, a

djac

ent t

o Bu

ller S

ports

to th

e w

est.

The

site

is C

ounc

il ow

ned

and

is

curre

ntly

not

util

ised

.

• Co

mm

erci

al Z

oned

Lan

d –

A l

arge

por

tion

of t

he l

and

front

ing

Mar

oond

ah

Hig

hway

to th

e so

uth

is z

oned

Com

mer

cial

1 Z

one

(C1Z

), ho

wev

er, t

he m

ajor

ity

of th

is la

nd is

cur

rent

ly u

tilis

ed fo

r res

iden

tial p

urpo

ses.

WES

TERN

INTE

RFAC

E

• Re

tirem

ent V

illag

e (B

eolit

e) –

Beo

lite

Villa

ge is

an

inde

pend

ent l

ivin

g re

tirem

ent

villa

ge, l

ocat

ed to

the

sout

h w

est o

f the

site

. It i

s be

ing

prog

ress

ivel

y de

velo

ped.

• Su

b St

atio

n –

The

re i

s an

ele

ctric

ity s

ub-s

tatio

n lo

catio

n on

the

cor

ner

of

Mar

oond

ah H

ighw

ay a

nd K

idst

on P

arad

e to

the

sout

h w

est.

• Fa

rmin

g La

nd a

nd L

ight

Ind

ustri

al –

The

re i

s fa

rmin

g la

nd a

nd s

emi-l

ight

in

dust

rial b

usin

esse

s lo

cate

d to

the

wes

t of t

he s

ite. T

here

has

bee

n in

tere

st in

de

velo

ping

this

are

a in

to h

ighe

r val

ue u

ses,

how

ever

, the

are

a is

cur

rent

ly z

oned

Fa

rmin

g Zo

ne (F

Z).

UR

BA

N E

NT

ER

PR

ISE

7

OC

TO

BE

R 2

01

8

MAN

SFIE

LD H

ISTO

RICA

L SO

CIET

Y

The

Man

sfie

ld H

isto

rical

Soc

iety

is lo

cate

d in

the

Man

sfie

ld R

ailw

ay S

tatio

n bu

ildin

g,

whi

ch it

has

occ

upie

d si

nce

2006

. The

y al

so u

tilis

e th

e ol

d ra

ilway

she

d fo

r sto

rage

.

The

Man

sfie

ld H

isto

rical

Soc

iety

was

ini

tially

for

med

in

the

1960

, ho

wev

er w

as

susp

ende

d fo

r a n

umbe

r of y

ears

unt

il be

ing

refo

rmed

in 1

983.

The

Soci

ety

aim

s to

pre

serv

e an

d pr

omot

e th

e hi

stor

y of

the

Man

sfie

ld r

egio

n. It

s ar

chiv

es c

onta

in a

wea

lth o

f in

form

atio

n ab

out

the

hist

ory

of M

ansf

ield

and

the

su

rrou

ndin

g di

stric

t in

clud

ing

gene

alog

ical

in

form

atio

n, m

icro

fiche

do

cum

ents

, ph

otos

, mem

orab

ilia,

map

s an

d an

ext

ensi

ve c

loth

ing

colle

ctio

n.

MAN

SFIE

LD M

ULLU

M W

ETLA

NDS

T he

deve

lopm

ent

of t

he M

ansf

ield

Wet

land

s be

gan

in 1

998,

pro

vidi

ng a

hab

itat

for

nativ

e fa

una,

an

impo

rtan

t dr

aina

ge r

eser

ve f

or M

ansf

ield

, re

crea

tion

for

the

com

mun

ity a

nd im

prov

emen

ts to

wat

er q

ualit

y in

loca

l cat

chm

ents

.

The

site

is c

urre

ntly

mai

ntai

ned

by F

ords

Cre

ek L

andc

are.

The

wet

land

s pr

ovid

e an

im

port

ant e

nviro

nmen

tal,

recr

eatio

n an

d am

enity

ass

et to

the

Stat

ion

Prec

inct

.

OTHE

R PR

ECIN

CT F

ACIL

ITIE

S/AS

SETS

• Fo

rmer

Rai

lway

Goo

ds S

hed

- Th

e or

igin

al r

ailw

ay g

oods

she

d is

loc

ated

op

posi

te th

e ra

ilway

sta

tion

build

ing,

it is

mos

tly in

its

orig

inal

sta

te a

nd p

rese

nts

an o

ppor

tuni

ty fo

r ref

urbi

shm

ent f

or a

ltern

ativ

e us

es.

• Sc

arre

d Tr

ee –

an

Abor

igin

al s

carre

d tre

e is

loca

ted

in th

e pr

ecin

ct, w

est o

f the

ra

ilway

sta

tion

build

ing,

how

ever

, thi

s is

not

the

orig

inal

loca

tion

of th

e sc

arre

d tr

ee, b

ut ra

ther

was

loca

ted

here

to a

dd to

the

prec

inct

.

• BB

Q A

rea

– T

here

is a

sm

all B

BQ a

rea

loca

ted

adja

cent

to th

e ca

r par

k en

try. I

t co

ntai

ns tw

o BB

Qs a

nd tw

o sh

elte

red

seat

ing

area

s.

• Ca

rava

n Du

mp

Poin

t – L

ocat

ed in

the

cent

re o

f the

pre

cinc

t to

the

north

.

• Pu

blic

Toi

lets

– T

he p

reci

nct

incl

udes

pub

lic t

oile

ts, l

ocat

ed o

n th

e ra

ilway

st

atio

n pl

atfo

rm. T

here

are

als

o to

ilets

in th

e Vi

sito

r Inf

orm

atio

n Ce

ntre

.

EVEN

TS

The

prec

inct

is u

tilis

ed a

s a

stag

ing

poin

t fo

r ev

ents

in M

ansf

ield

, inc

ludi

ng a

s a

star

t/fin

ish

poin

t for

spo

rting

eve

nts.

Rec

ent e

vent

s w

hich

hav

e ut

ilise

d th

e pr

ecin

ct

incl

ude:

• M

ansf

ield

Hal

f M

arat

hon

and

Fun

Run

– T

he p

reci

nct

prov

ides

the

sta

rt an

d fin

ish

poin

t fo

r th

e M

ansf

ield

fun

run

and

inc

lude

s th

e es

tabl

ishm

ent

of

tem

pora

ry e

vent

faci

litie

s on

site

.

• W

etla

nds

Disc

over

y G

uide

d W

alk

– Th

is w

alk

prov

ides

the

opp

ortu

nity

to

expe

rienc

e th

e M

ullu

m W

etla

nds

nativ

e flo

ra a

nd fa

una

and

the

hist

ory

of t

he

railw

ay s

tatio

n. T

he e

vent

is p

art o

f the

Man

sfie

ld H

igh

Coun

try F

estiv

al.

• Ri

de f

or V

enila

le (

Cycl

ing)

– A

cyc

ling

even

t, or

gani

sed

by M

ansf

ield

Ste

iner

Sc

hool

. The

eve

nt s

tarts

from

the

VIC

and

incl

udes

a r

ide

to M

aind

ampl

e an

d ba

ck.


UR

BA

N E

NT

ER

PR

ISE

9 O

CT

OB

ER

20

18

THE PRECIN

CT: KEY FINDIN

GS

The Mansfield Station Precinct is strategically located at the w

estern gateway to

Mansfield and provides a natural bookend to the tow

n centre.

The precinct is also at the juncture of developing and evolving surrounds, including the developm

ent of low density residential housing to the north w

est, future developm

ent potential of a mixed-use site and the underutilised Saw

mill site to the

north and progressive development of a retirem

ent village to the south-west across

the M

aroondah Highw

ay. This

evolving land

use context

is an

important

consideration to the future role and function of the precinct.

The precinct is located a short walk to the tow

n centre to the east, however,

Yenckens Hardw

are provides a barrier to this connection (either perceived or actual), w

hich can give the precinct a sense of separation from the tow

n centre.

The precinct’s role as a visitor service point is evident, including the VIC, rail trail, toilets, car parking, w

etlands, caravan dump point, its use for events and the hom

e of the historical society. The eastern end of the precinct is the prim

ary hub of activity how

ever, its current comm

ercial role is limited.

The natural setting of the precinct provides it with a distinct advantage for tourism

uses, differentiated from

comm

ercial uses within the tow

n centre. The precinct also has the ability to capture passing visitors including those on their w

ay to Mt Buller,

Alpine National Park, King Valley and Lake Eildon.

The precincts strategic location and on-site assets provide opportunity for further activation of com

mercial uses, balanced w

ith existing and other complem

entary land uses, such as recreation and com

munity uses.

Yenckens Mitre 10 – Looking East from

Precinct towards M

itre 10 boundary w

allVisitor Inform

ation Centre –looking west from

car park entryResidential Developm

ent to the north of the Precinct

Part of the Mansfield M

ullum W

etlands View

looking west from

station platform to Goods Shed

Great Victorian Rail Trail – looking West


12

M

AN

SF

IEL

D S

TA

TIO

N P

RE

CIN

CT

AC

TIV

AT

ION

: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

• Pr

otec

t, m

aint

ain

and

enha

nce

tour

ism

ass

ets

– T

he H

ume

regi

on w

ill c

ontin

ue

to o

ffer t

ouris

m a

ttrac

tions

suc

h as

food

and

win

e, s

now

and

oth

er n

atur

e-ba

sed

expe

rienc

es, l

ong

dist

ance

cyc

ling,

art

and

cultu

re a

nd u

niqu

e cu

ltura

l her

itage

. En

viro

nmen

tal a

nd c

ultu

ral h

erita

ge a

sset

s su

ch a

s al

pine

are

as, n

atio

nal p

arks

an

d ot

her

publ

ic la

nd, w

ater

bod

ies

and

scen

ic la

ndsc

apes

con

trib

ute

to t

he

econ

omy

and

livea

bilit

y of

the

regi

on b

y at

trac

ting

visi

tors

and

new

resi

dent

s.

The

plan

sup

ports

nat

ure-

base

d to

uris

m th

at ta

kes

adva

ntag

e of

env

ironm

enta

l as

sets

with

out c

ompr

omis

ing

thei

r val

ues,

incl

udin

g th

e Al

pine

Res

orts

and

Lak

e Ei

ldon

. Tra

cks

and

trai

ls, in

clud

ing

rail

trai

ls, w

ill c

ontin

ue to

offe

r rec

reat

ion

and

tour

ism

exp

erie

nces

in th

e re

gion

. Opp

ortu

nitie

s ex

ist t

o de

velo

p co

mpl

emen

tary

la

nd u

ses,

infra

stru

ctur

e an

d se

rvic

es, s

uch

as a

ccom

mod

atio

n an

d tr

ansp

ort t

o tr

ails

and

cyc

le lo

ops.

NOR

TH E

AST

VICT

ORIA

CYC

LIN

G OP

TIM

ISAT

ION

MAS

TERP

LAN

(20

17)

The

Nor

th E

ast V

icto

ria C

yclin

g Op

timis

atio

n (N

EVCO

) Mas

terp

lan

was

com

plet

ed in

la

te 2

017

by U

rban

Ent

erpr

ise

for T

ouris

m N

orth

Eas

t. Th

e ai

m o

f the

Mas

terp

lan

is

to e

nsur

e N

orth

Eas

t Vi

ctor

ia m

aint

ains

its

posi

tion

as A

ustr

alia

’s p

rem

ier

cycl

ing

dest

inat

ion

and

cont

inue

s to

de

velo

p w

orld

cl

ass

cycl

ing

infra

stru

ctur

e an

d ex

perie

nces

that

driv

e gr

owth

in v

isita

tion

and

yiel

d.

The

plan

not

es N

orth

Eas

t Vi

ctor

ia a

s be

ing

Aust

ralia

’s p

rem

ier

cycl

e to

uris

m

dest

inat

ion,

driv

en b

y its

cyc

ling

asse

ts.

The

visi

on in

the

mas

terp

lan

is:

“By

2028

Vic

toria

’s H

igh

Coun

try w

ill b

e re

cogn

ised

as

the

lead

cyc

le to

uris

m re

gion

in

Aus

tral

ia, a

ttra

ctin

g m

ore

cycl

e vi

sita

tion

and

yiel

d th

an a

ny o

ther

des

tinat

ion.

It

will

do

this

by

deliv

erin

g a

wor

ld-c

lass

and

sea

mle

ss ri

de e

xper

ienc

e ac

ross

all

cycl

e di

scip

lines

, offe

ring

prem

ium

trac

ks, t

rails

and

rout

es s

uppo

rted

by o

utst

andi

ng c

ycle

to

uris

m s

ervi

ces

and

prod

ucts

”.

Key

cycl

ing

infra

stru

ctur

e re

late

d to

Man

sfie

ld in

clud

es:

• Th

e G

reat

Vic

toria

n Ra

il Tr

ail –

Aus

tral

ia’s

long

est r

ail t

rail;

• M

t Bul

ler -

the

num

ber o

ne d

estin

atio

n fo

r mou

ntai

n bi

king

in A

ustr

alia

mea

sure

d in

ter

ms

of d

ista

nce

of f

orm

alis

ed t

rail,

qual

ity o

f tr

ail

cons

truc

tion,

sce

nic

qual

ities

and

com

plem

enta

ry c

omm

erci

al a

ccom

mod

atio

n of

fer;

and

• Ro

ad C

yclin

g –

Man

sfie

ld to

Mou

nt B

ulle

r and

bac

k (9

4km

).

A nu

mbe

r of p

roje

cts

wer

e id

entif

ied

in th

e m

aste

rpla

n re

leva

nt to

Man

sfie

ld:

• M

ansf

ield

Mt C

obbl

es [P

riorit

y Pr

ojec

t] -

Man

sfie

ld to

Mt B

ulle

r is

a po

pula

r ro

ad c

yclin

g lin

k, h

owev

er a

necd

otal

ly it

is le

ss a

ttrac

tive

than

oth

er c

limbs

du

e to

the

bus

y an

d op

en r

oad

betw

een

Man

sfie

ld a

nd M

irim

bah.

Thi

s pr

esen

ts a

n op

port

unity

to

esta

blis

h a

new

cyc

ling

prod

uct

to t

he re

gion

w

hich

wou

ld b

uild

on

the

regi

on’s

sto

ckm

an h

erita

ge a

nd tr

aver

se s

ome

of

the

mos

t sce

nic

area

s in

the

Shire

bet

wee

n M

ansf

ield

and

Mer

rijig

. Th

is r

oute

cou

ld in

clud

e so

me

cobb

led

sect

ions

to g

ive

visi

tors

a fe

el fo

r To

ur o

f Fl

ande

rs s

tyle

rid

ing

with

som

e se

ctio

ns a

lso

clos

ed t

o th

roug

h tr

affic

(exc

ept f

or fa

rmer

s).

The

dist

ance

of

the

rout

e w

ould

be

27 k

ilom

etre

s, w

ith a

n ad

ditio

nal 3

2 ki

lom

etre

s to

the

top

of

Mt

Bulle

r. Pr

elim

inar

y es

timat

es o

f th

e co

sts

in

cons

ulta

tion

with

Man

sfie

ld S

hire

are

aro

und

$2.9

milli

on.

• La

ke E

ildon

Loo

p -

A nu

mbe

r of y

ears

bac

k th

e Ja

mie

son-

Eild

on R

oad

was

se

aled

pro

vidi

ng a

n ic

onic

cyc

ling

expe

rienc

e th

at n

ot t

oo m

any

cycl

ists

kn

ow a

bout

. The

re is

opp

ortu

nity

to e

xpan

d th

e co

ncep

t int

o a

cycl

ing

loop

w

ith th

e se

alin

g of

the

Skyl

ine.

Thi

s co

uld

form

a s

igni

fican

t roa

d cy

clin

g pr

oduc

t for

the

regi

on.

• M

ansf

ield

– M

t Bu

ller

Road

Sho

ulde

r Im

prov

emen

ts -

In a

dditi

on t

o th

e M

ansf

ield

- M

t Bul

ler C

obbl

es c

yclin

g ro

ute,

furt

her s

houl

der s

ealin

g on

the

Mt B

ulle

r roa

d is

nee

ded

to im

prov

e rid

er a

nd v

ehic

le s

afet

y.

• M

ansf

ield

Vel

odro

me

- M

ansf

ield

Mt

Bulle

r Cy

clin

g Cl

ub i

s a

grow

ing

recr

eatio

nal a

nd r

acin

g cl

ub. T

here

is o

ppor

tuni

ty t

o gr

ow t

he c

lub

with

tr

ack

cycl

ing,

how

ever

ther

e is

no

velo

drom

e in

Man

sfie

ld.

• M

ass

Parti

cipa

tion

Road

Cyc

ling

Even

t In

Man

sfie

ld -

Man

sfie

ld S

hire

lack

s a

mas

s pa

rtici

patio

n ro

ad c

yclin

g ev

ent t

hat h

as s

tron

g ap

peal

in a

rang

e of

road

cyc

ling

segm

ents

Exa

mpl

es o

f mas

s pa

rtic

ipat

ion

even

ts th

at h

ave

UR

BA

N E

NT

ER

PR

ISE

11

O

CT

OB

ER

20

18

3.

STR

ATEG

IC C

ONTE

XT

3.1.

INTR

ODUC

TION

This

sec

tion

of t

he r

epor

t pr

ovid

es a

rev

iew

of

rele

vant

sta

te, r

egio

nal

and

loca

l st

rate

gies

, doc

umen

ts a

nd p

olic

ies

rele

vant

to th

e ec

onom

ic a

nd to

uris

m a

naly

sis.

3.2.

STA

TE

PLAN

MEL

BOUR

NE

2017

-205

0 (2

017)

Plan

Mel

bour

ne is

the

long

term

str

ateg

ic p

lan

for M

elbo

urne

and

muc

h of

regi

onal

Vi

ctor

ia. A

lthou

gh M

ansf

ield

is n

ot s

peci

fical

ly id

entif

ied

in t

he P

lan

a nu

mbe

r of

di

rect

ions

are

rele

vant

to th

is p

roje

ct.

One

of th

e ai

ms

of P

lan

Mel

bour

ne is

that

“Reg

iona

l Vic

toria

is p

rodu

ctiv

e, s

usta

inab

le

and

supp

orts

jobs

and

eco

nom

ic g

row

th”.

The

Plan

not

es th

at re

gion

al V

icto

ria is

wel

l pos

ition

ed to

take

adv

anta

ge o

f the

job

oppo

rtun

ities

exp

ecte

d to

em

erge

in n

ew re

new

able

ene

rgy

indu

strie

s, fo

od a

nd fi

bre,

to

uris

m,

educ

atio

n an

d th

e po

pula

tion

serv

ices

sec

tor.

The

popu

latio

n se

rvic

es

sect

or,

incl

udin

g he

alth

car

e an

d so

cial

ass

ista

nce,

is

expe

cted

to

driv

e st

rong

em

ploy

men

t gro

wth

.

Tour

ism

is id

entif

ied

as a

maj

or e

cono

mic

driv

er fo

r re

gion

al V

icto

ria, i

n pa

rtic

ular

, na

ture

bas

ed t

ouris

m w

hich

acc

ount

s fo

r 70

per

cen

t of

all

inte

rnat

iona

l ove

rnig

ht

visi

tors

to V

icto

ria in

201

3-14

.

Dire

ctio

n 7.

1 of

Pla

n M

elbo

urne

is to

“in

vest

in re

gion

al V

icto

ria to

sup

port

hous

ing

and

econ

omic

gro

wth

”.

3.3.

REG

IONA

L

HUM

E RE

GION

AL G

ROW

TH P

LAN

(20

14)

The

Hum

e Re

gion

al G

row

th P

lan

prov

ides

a re

gion

al a

ppro

ach

to la

nd u

se p

lann

ing

in t

he H

ume

Regi

on, w

hich

incl

udes

the

mun

icip

aliti

es o

f Al

pine

, Ben

alla

, Gre

ater

Sh

eppa

rton

, In

digo

, M

ansf

ield

, M

itche

ll, M

oira

, M

urrin

dind

i, St

rath

bogi

e, T

owon

g,

Wan

gara

tta a

nd W

odon

ga.

Key

dire

ctio

ns o

f the

regi

onal

gro

wth

pla

n in

clud

e:

• Su

ppor

ting

the

deve

lopm

ent

of

a m

ore

dive

rse

regi

onal

ec

onom

y w

hile

m

anag

ing

and

enha

ncin

g ke

y re

gion

al e

cono

mic

ass

ets;

• Pr

otec

ting

envi

ronm

enta

l an

d he

ritag

e as

sets

and

max

imis

ing

the

regi

onal

be

nefit

s fro

m t

hem

, w

hile

man

agin

g ex

posu

re t

o na

tura

l ha

zard

s an

d th

e po

tent

ial i

mpa

cts

of c

limat

e ch

ange

;

• Fo

cusi

ng g

row

th a

nd d

evel

opm

ent

to m

axim

ise

the

stre

ngth

s of

exi

stin

g se

ttlem

ents

;

• Su

ppor

ting

the

impr

ovem

ent

of p

eopl

e an

d fre

ight

mov

emen

t an

d pl

anni

ng

stra

tegi

cally

for f

utur

e in

frast

ruct

ure

need

s.

Man

sfie

ld S

hire

is p

art o

f the

Cen

tral

Hum

e su

b-re

gion

in w

hich

Man

sfie

ld is

iden

tifie

d as

a k

ey s

ub-re

gion

al s

ettle

men

t.

With

in t

he C

entr

al H

ume

regi

on, W

anga

ratt

a an

d Be

nalla

are

iden

tifie

d as

the

key

ar

eas

for

urba

n gr

owth

. M

ansf

ield

is

iden

tifie

d as

a t

own

whe

re m

oder

ate

and

incr

emen

tal g

row

th s

houl

d be

sup

porte

d, p

rovi

ding

for i

ncre

ased

tour

ist d

evel

opm

ent

and

prov

idin

g ac

cess

to s

ervi

ces

to ru

ral c

omm

uniti

es.

Futu

re d

irect

ions

rela

ting

to B

usin

ess,

Indu

stry

and

Ser

vice

s, re

leva

nt to

this

pro

ject

in

clud

e:


UR

BA

N E

NT

ER

PR

ISE

13 O

CT

OB

ER

20

18

a strong market presence include Am

y’s Gran Fondo in Lorne and the Peaks Falls Creek.

• Bike H

otel, Mansfield –

aimed at attracting the rail trial m

arket, mountain

bike market and road cycling m

arket. Approximately 40+ self-contained

rooms, conference facilities, bike facilities, lounge.

• Integrated Resort, M

ansfield - aimed at attracting the rail trail m

arket, m

ountain bike market and road cycling m

arket. Approximately 80+ self-

contained rooms, caravan areas, cabins, conference facilities, bike facilities,

lounge.

• Bike H

ub - There is opportunity to establish a bike shop and bike hire store in the M

ansfield Visitor Information Centre building w

hich will service the

cycling market. Other elem

ents of the bike shop will include:

• Café/kiosk and seating;

• Sm

all kitchen

• Storage

• Retail area

• M

aintenance

• Counter w

ith visitor information

• Private shuttle service offering

Refurbish and extension of the existing visitor information centre building

will be required to accom

modate the shop. M

arket testing has identified an operator w

ho would be interested in exploring this opportunity.

To complem

ent the bike hub, there is opportunity to repurpose the old goods shed to allow

for a private operator to establish a group dining and events space. This w

ill be suitable for the cycling market and w

ill fill a gap in M

ansfield for the provision of a large high-quality dining establishment.

There are currently very few quality night tim

e dining options in Mansfield

to meet dem

and from the higher yielding holiday leisure m

arket. The establishm

ent of a distillery product such as Wild Brum

by near Thredbo provides a m

odel of what could be achieved on the site.

• Sealing and Enhancem

ents of Great Victorian Rail Trail (M

ansfield to Bonnie Doon) - The M

ansfield to Bonnie Doon section of the rail trail is one of the m

ost popular parts of the Great Victorian Rail Trail due to the num

ber of visitors attracted to M

ansfield. Trail use would greatly increase if it w

ere sealed, allow

ing for road cyclists to use the route. In addition, the establishm

ent of enhancements to the trail that create points of interest,

interpretation and activity would greatly im

prove the attractiveness of the trail.

• M

ansfield Rifle Butts - Mansfield’s Rifle Butts m

ountain bike park is a small

network of trails closely connected to the tow

nship by Rifle Butts Road. The m

ountain bike park is a cross country single track trail network of

around 7 kilometres and has been refined and developed by the M

ansfield M

t Buller Cycling Club. The trail network is predom

inantly easy and suited to a broad range of m

ountain bike abilities. Improvem

ents may include:

• Im

provement to the trail head facility including m

aps, signage, events space, toilet am

enities, water and parking area.

• Continuous im

provement of the trail standard;

• Expansion of the trail netw

ork where possible.

3.4. LOCAL

MAN

SFIELD SHIRE COUN

CIL PLAN 2017-2021 (2017)

The Mansfield Shire Council Plan includes a num

ber of strategic directions and objectives, relevant to the econom

ic and tourism analysis including:

• Strategic Direction 4: Enhanced Liveability. Objectives include:

• Objective 4.1 W

e have long term strategies and capital w

orks programs in

place to respond to changing comm

unity needs.

• Objective 4.2. W

e are a comm

unity that is passionate about arts, culture, heritage and the environm

ent.

• Our com

munity proactively m

anages its health and wellbeing.

Council actions relevant to this project include:

14

MA

NS

FIE

LD

ST

AT

ION

PR

EC

INC

T A

CT

IVA

TIO

N: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

• Develop a strategic plan to optim

ize economic benefits from

cycling based tourism

.

• Facilitate and support existing and new

events to build on current strengths and increase econom

ic returns across the Shire.

• Investigate options for delivery of a Business H

ub to support new and expanding

businesses.

• Investigate a new

visitor servicing model for M

ansfield Shire taking account of visitor and business needs.

• Deliver and support a diverse events program

that offers numerous accessible

and affordable opportunities for participation.

• Co-ordinate an events m

anagement plan process involving internal and external

stakeholders to streamline event organisation and deliver quality events for our

comm

unity and visitors.

• Co-operate w

ith Tourism N

orth East, Mt Buller/M

t Stirling Resort Managem

ent, G

oulburn Murray W

ater and other key industry stakeholders to deliver a range of tourism

and visitor services.

MAN

SFIELD SHIRE ECONOM

IC DEVELOPMENT STRATEGY 2013-2017 (2013)

The Mansfield Shire Econom

ic Development Strategy (EDS) 2013-2017 is the latest

available EDS for the Shire.

Council works to support the follow

ing relevant economic developm

ent outcomes:

• A vibrant investm

ent environment;

• G

rowth in labour force responsive to business needs;

• Aw

areness of Mansfield’s com

petitive advantages for lifestyle and business;

• Im

provements in civil infrastructure to support com

munity and business

aspiration;

• Capitalise on governm

ent policies, programs and funding to deliver local

improvem

ents that best meet our needs.

3.5. OTHER BACKGROUND DOCUMENTS

Other relevant background documents to inform

the tourism and econom

ic analysis are sum

marised below

:

MAN

SFIELD KEEPING PLACE: ALL TH

INGS ART AN

D HISTORY

The Mansfield Keeping Place: All Things Art and History Concept and Business Plan

(2010) proposed a new com

munity arts and culture building to be located at the

station precinct in Mansfield. A 1,100m

2 facility was proposed to include accredited

exhibition spaces, arts workshop facilities and ancillary services/utilities and a

‘keeping place’ for local indigenous people and for regional early settlement and

historic artefacts.

The capital cost for the project was estim

ated to cost approximately $4.3 m

illion (2010 prices).

The concept has yet to progress beyond the business case.

MAN

SFIELD SHIRE ECONOM

IC PROFILE

The Mansfield Shire Econom

ic Profile (2018) prepared by Urban Enterprise, provides analysis of key econom

ic data sets. These datasets are used throughout this report. The report also includes considerations for econom

ic development w

ithin Mansfield

Shire, those relevant to the economic and tourism

analysis include:

• Attracting investm

ent in comm

ercial development –

There has been limited

comm

ercial development in recent years, w

hich will affect the potential grow

th of

the M

ansfield Shire

economy,

further investigation

in com

mercial

development is required, w

ith consideration of the following:

• Visitor accom

modation;

• Food and beverage retail;

• H

ealth and wellbeing industry;

• Light industry (builders, boutique m

anufacturing, trades);

• Com

mercial office space.


16

M

AN

SF

IEL

D S

TA

TIO

N P

RE

CIN

CT

AC

TIV

AT

ION

: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

STRA

TEGI

C CO

NTEX

T: K

EY F

INDI

NGS

The

activ

atio

n of

the

Man

sfie

ld S

tatio

n Pr

ecin

ct a

ligns

with

Sta

te, r

egio

nal a

nd

loca

l pla

ns in

clud

ing

Plan

Mel

bour

ne, t

he H

ume

Regi

onal

Gro

wth

Pla

n an

d Co

unci

l Pl

an.

Man

sfie

ld is

iden

tifie

d to

sup

port

mod

erat

e an

d in

crem

enta

l gro

wth

in th

e Hu

me

Regi

onal

Gro

wth

Pla

n, in

clud

ing

supp

ortin

g to

uris

m d

evel

opm

ent

and

acce

ss t

o se

rvic

es.

Cycl

ing

has

been

iden

tifie

d as

a k

ey s

treng

th fo

r Man

sfie

ld g

iven

its

cycl

ing

asse

ts

incl

udin

g th

e Gr

eat

Vict

oria

n Ra

il Tr

ail,

Mt

Bulle

r an

d ro

ad c

yclin

g. T

he G

reat

Vi

ctor

ian

Rail

Trai

l is

the

long

est r

ail t

rail

in A

ustra

lia a

nd M

ansf

ield

in th

e ea

ster

n m

ost t

erm

inus

of t

he tr

ail,

whi

lst M

t Bul

ler i

s re

cogn

ised

as

the

prem

ier m

ount

ain

bike

des

tinat

ion

in A

ustra

lia.

The

Nor

th E

ast C

yclin

g Op

timis

atio

n (N

EVCO

) M

aste

rpla

n id

entif

ies

a nu

mbe

r of

cycl

ing

proj

ects

rel

evan

t to

Man

sfie

ld a

nd t

he r

egio

n. K

ey p

roje

cts

incl

ude

the

Man

sfie

ld M

ount

Cob

bles

road

rout

e, th

e M

ansf

ield

Vel

odro

me,

larg

e sc

ale

cycl

ing

even

t, a

bike

hot

el, i

nteg

rate

d re

sort,

bik

e hu

b an

d se

alin

g, M

ansf

ield

Rifl

e Bu

tts,

and

enha

ncem

ent o

f the

Gre

at V

icto

rian

Rail

Trai

l.

The

Man

sfie

ld B

ike

Hub

conc

ept

has

been

pro

pose

d to

be

loca

ted

in t

he V

IC

build

ing

in t

he N

EVCO

Mas

terp

lan.

The

con

cept

inc

udes

con

side

ratio

n of

a

café

/kio

sk, s

mal

l kitc

hen,

sto

rage

are

as, r

etai

l are

a, m

aint

enan

ce s

ervi

ces,

vis

itor

info

rmat

ion

coun

ter

and

shut

tle s

ervi

ce.

The

NEV

CO M

aste

rpla

n al

so p

ropo

ses

refu

rbis

hmen

t of t

he o

nsite

Goo

ds S

hed

into

a d

inin

g an

d ev

ents

spa

ce.

The

prop

osed

sea

ling

of t

he G

reat

Vic

toria

n Ra

il Tr

ail f

rom

Man

sfie

ld t

o Bo

nnie

Do

on w

ould

incr

ease

the

pote

ntia

l for

the

trail

to b

e us

ed b

y ro

ad c

yclis

ts.

The

prec

inct

has

pot

entia

l to

faci

litat

e th

e de

velo

pmen

t of c

yclin

g in

frast

ruct

ure,

as

sets

and

eve

nts

in M

ansf

ield

and

incr

ease

cyc

ling

visi

tatio

n.

Othe

r op

portu

nitie

s sp

ecifi

cally

id

entif

ied

for

the

prec

inct

th

roug

h ex

istin

g st

rate

gies

and

rep

orts

inc

lude

s th

e M

ansf

ield

‘Ke

epin

g Pl

ace’

con

cept

for

an

inte

grat

ed a

rts a

nd c

omm

unity

fac

ility

, thr

ough

an

exte

nsio

n to

the

exis

ting

VIC.

The

conc

ept

incl

udes

exh

ibiti

on s

pace

s, a

rts w

orks

hop

faci

litie

s an

d a

‘kee

ping

pl

ace’

for l

ocal

indi

geno

us p

eopl

e, re

gion

al e

arly

set

tlem

ent a

nd h

isto

ric a

rtefa

cts.

In

rec

ent

year

s, t

here

has

bee

n a

gene

ral t

rend

aw

ay f

rom

the

est

ablis

hmen

t of

la

rge

com

mun

ity, i

nter

pret

ive

and

exhi

bitio

n sp

aces

, with

out s

ubst

antia

l sca

le a

nd

a hi

ghly

uni

que

attra

ctio

n w

hich

will

driv

e vi

sita

tion,

est

ablis

hmen

t and

ope

ratio

n of

suc

h fa

cilit

ies

can

be a

risk

to C

ounc

ils b

udge

t.

The

tabl

e be

low

pro

vide

s a

sum

mar

y of

the

oppo

rtuni

ties

spec

ifica

lly id

entif

ied

for

the

prec

inct

, Man

sfie

ld a

nd th

e re

gion

thro

ugh

exis

ting

stra

tegi

es a

nd re

ports

.

Opp

ortu

nitie

s Sp

ecifi

cally

Iden

tifie

d fo

r the

P r

ecin

ct

Opp

ortu

nitie

s Id

entif

ied

for M

ansf

ield

and

t h

e re

gion

• Cy

clin

g H

ub.

• Di

ning

and

eve

nts

spac

e in

the

f orm

er G

oods

She

d.

• En

hanc

emen

t of t

he G

reat

Vic

toria

n R

ail T

rail.

•

Com

mun

ity a

nd A

rts

Spac

e ( e

xhib

ition

spa

ces,

art

s w

orks

hop,

‘ k

eepi

ng p

lace

’).

• Ac

com

mod

atio

n (b

ike

hote

l and

in

tegr

ated

reso

rt).

• N

ew V

isito

r Ser

vici

ng M

odel

. •

New

Eve

nts.

•

Busi

ness

Hub

. •

Cycl

ing

(Man

sfie

ld M

ount

Cob

bles

road

r o

ute,

Man

sfie

ld V

elod

rom

e, L

arge

sca

le

c ycl

ing

even

t, M

ansf

ield

Rifl

e Bu

tts).

• Fo

od a

nd b

ever

age.

•

Hea

lth a

nd w

ellb

eing

. •

Ligh

t ind

ustry

(bu

ilder

s, b

outiq

ue

man

ufac

turin

g, tr

ades

). •

Com

mer

cial

offi

ce s

pace

. •

Hor

ticul

tura

l and

Agr

itour

ism

o p

port

uniti

es.

• Fa

mily

frie

ndly

act

iviti

es.

• H

ealth

and

edu

catio

n.

UR

BA

N E

NT

ER

PR

ISE

15

O

CT

OB

ER

20

18

•

Inve

stig

atin

g ho

rticu

ltura

l and

agr

itour

ism

opp

ortu

nitie

s –

Thi

s w

ould

bui

ld o

n th

e or

gani

c gr

owth

of

the

agric

ultu

ral s

ecto

r bu

t al

so p

oten

tial t

o es

tabl

ish

a re

gion

al b

rand

that

cou

ld b

e us

ed to

pro

mot

e pr

oduc

t fro

m th

e re

gion

.

• At

trac

ting

inve

stm

ent

in t

ouris

m t

o su

ppor

t vi

sito

r gr

owth

and

dem

and

- Key

ar

eas

of in

vest

men

t sho

uld

incl

ude:

• Cy

cle

trai

ls a

nd M

ansf

ield

Bik

e H

ub;

• H

igh

qual

ity fo

od a

nd b

ever

age

to ta

rget

life

styl

e le

ader

mar

kets

;

• Ag

ri-to

uris

m;

• Ac

com

mod

atio

n of

var

ious

typ

olog

ies

incl

udin

g re

inve

stm

ent

in c

urre

nt

acco

mm

odat

ion

stoc

k;

• Fa

mily

frie

ndly

act

iviti

es.

• G

ood

qual

ity h

ealth

and

edu

catio

n –

the

qual

ity o

f hea

lth a

nd e

duca

tion

serv

ices

is

crit

ical

to th

e at

trac

tion

of fa

mili

es a

nd a

lso

to s

uppo

rt th

e ag

eing

pop

ulat

ion.

Th

ese

sect

ors

are

also

hig

h em

ploy

ers

of lo

cal r

esid

ents

.

MAN

SFIE

LD S

TRUC

TURE

PLA

N (2

015)

The

Man

sfie

ld S

truc

ture

Pla

n w

as p

repa

red

by C

ounc

il in

201

5 to

gui

de t

he fu

ture

us

e an

d de

velo

pmen

t of

Man

sfie

ld o

ver

20 y

ears

. Th

e M

ansf

ield

Stru

ctur

e Pl

an

incl

udes

a n

umbe

r of

rec

omm

enda

tions

in r

elat

ion

to la

nd u

se p

lann

ing

rela

tive

to

the

Stat

ion

Prec

inct

. The

se r

ecom

men

datio

ns h

ave

been

con

side

red

in S

ectio

ns 2

an

d 3

of th

e re

port.

A nu

mbe

r of o

bjec

tives

and

str

ateg

ies

are

incl

uded

in th

e re

port

rela

ting

to e

cono

mic

de

velo

pmen

t and

em

ploy

men

t. Th

ose

rele

vant

to th

is p

roje

ct in

clud

e:

• Ob

ject

ive

1: T

o pr

ovid

e a

sust

aina

ble

busi

ness

env

ironm

ent

for

reta

il an

d c o

mm

erci

al b

usin

esse

s.

• St

rate

gy 1

.1: R

etai

n th

e cu

rrent

sup

ply

of c

omm

erci

al 1

zon

e la

nd.

• St

rate

gy

1.2:

En

cour

age

mor

e in

tens

ive

use

of

exis

ting

reta

il es

tabl

ishm

ents

thro

ugh

reno

vatio

ns a

nd re

deve

lopm

ents

.

• St

rate

gy 1

.3: E

ncou

rage

a ra

nge

of re

tail

and

com

mer

cial

opp

ortu

nitie

s in

th

e to

wn

cent

re.

• St

rate

gy 1

.4: E

ncou

rage

larg

er-fo

rmat

ret

ailin

g (e

g ho

mem

aker

) to

occ

ur

with

in th

e Co

mm

erci

al z

oned

land

on

Mt B

ulle

r Roa

d.

• St

rate

gy 1

.5: E

ncou

rage

sup

erm

arke

t use

s to

loca

te in

the

core

Hig

h St

reet

sh

oppi

ng c

entre

.

• St

rate

gy 1

.6: E

ncou

rage

red

evel

opm

ent

of e

xist

ing

resi

dent

ial p

rope

rties

w

ithin

the

Com

mer

cial

zon

ed la

nd in

the

tow

n ce

ntre

, for

exa

mpl

e, m

ixed

us

e de

velo

pmen

t, an

d at

the

rear

of p

rope

rties

fron

ting

Hig

h St

reet

that

are

co

mpa

tible

with

sur

roun

ding

land

use

s.

• St

rate

gy

1.7:

En

cour

age

the

rede

velo

pmen

t of

cu

rrent

ly

vaca

nt

or

unde

rutil

ised

land

/site

s in

clud

ing

reta

il an

d/or

mix

ed u

se w

ith p

ossi

ble

car

park

ing

oppo

rtuni

ties

to th

e re

ar w

here

pos

sibl

e.

• St

rate

gy 1

.8: E

ncou

rage

the

rede

velo

pmen

t of s

trat

egic

site

s no

min

ated

in

the

Econ

omic

Dev

elop

men

t and

Em

ploy

men

t Pla

n.

• Ob

ject

ive

2: T

o su

ppor

t via

ble

indu

stria

l bus

ines

s op

portu

nitie

s in

Man

sfie

ld.

• St

rate

gy 2

.4: R

ezon

e th

e Sa

wm

ill s

ite fr

om In

dust

rial 1

to M

ixed

Use

Zon

e or

a r

esid

entia

l zon

e to

red

uce

amen

ity c

onfli

ct a

nd e

ncou

rage

sui

tabl

e m

ixed

use

dev

elop

men

t opp

ortu

nitie

s.

• Ob

ject

ive

3: T

o co

ntin

ue to

pro

mot

e to

uris

m b

ased

act

iviti

es, a

ccom

mod

atio

n a n

d co

mpl

emen

tary

land

use

s.

• St

rate

gy 3

.1: E

ncou

rage

the

dev

elop

men

t of

qua

lity

affo

rdab

le s

hort

and

long

term

acc

omm

odat

ion

for v

isito

rs a

nd te

mpo

rary

sta

ff.

• St

rate

gy 3

.2:

Enco

urag

e a

mix

of

tour

ist

rela

ted

uses

, in

clud

ing

cafe

s,

rest

aura

nts,

acc

omm

odat

ion

and

tour

ist

rela

ted

reta

il w

ithin

Hig

h St

reet

an

d th

e to

wn

cent

re.

• St

rate

gy 3

.3: F

acilit

ate

the

appr

opria

te d

evel

opm

ent o

f the

Sal

e Ya

rd s

ite.


UR

BA

N E

NT

ER

PR

ISE

17 O

CT

OB

ER

20

18

4. DEM

AND DRIVERS AND MARKET ASSESSM

ENT

4.1. INTRODUCTION

This section of the report provides an analysis of the key demand drivers and m

arket assessm

ent relevant to activation of the Station Precinct. The section provides an analysis of the follow

ing:

• Population and dem

ographics;

• H

ousing;

• Em

ployment;

• Business;

• Property investm

ent;

• Retail;

• Visitation;

• Visitor Profile;

• Accom

modation;

• Functions and events; and

• Visitor Inform

ation.

The two key data areas analysed include M

ansfield Shire and the Mansfield Urban

Centre. Maps of these data areas are included in Appendix A.

4.2. POPULATION AND DEMOGRAPHICS

POPULATION GROW

TH

Table 1 below sum

marises the population grow

th context for Mansfield Shire and the

Mansfield Tow

n Centre, benchmarked w

ith regional Victoria.

The population of Mansfield Shire grew

at a strong rate between 2011 and 2016 at a

rate of 1.7% per annum

, outpacing the growth rate in Regional Victoria.

The Mansfield Tow

n Centre accomm

odated approximately 50%

of population growth

in Mansfield Shire betw

een 2011 and 2016 and recorded a very high annual growth

rate of 2.1%. Strong historical population grow

th in Mansfield and in the urban centre

will increase dem

and for goods and services.

Victoria in Future forecasts the population of Mansfield Shire to grow

at a rate of 0.75%

per annum to 2031, w

hich is a significantly slower population grow

th rate than the historical rate and less than the forecast grow

th rate for regional Victoria, suggesting it m

ay be a modest forecast.

TABLE 1 POPULATION G

ROWTH

CONTEXT

Regional Victoria

Mansfield

Shire M

ansfield Urban Centre

Population (2016) 1.43 m

illion 8,584 people

3,410 people Additional R

esidents since 2011 88,103

691 343

Annual % G

rowth since 2011

1.3%

1.7%

2.1%

Forecast Population (VIF) 2031 1.67 m

illion 9,595

NA

Forecast Population Grow

th Rate

(2016-2031) 1.04%

0.75%

N

A

Source: ABS Census 2011 and 2016 and Victoria in Future 2016

18

MA

NS

FIE

LD

ST

AT

ION

PR

EC

INC

T A

CT

IVA

TIO

N: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

AGE PROFILE

The most pronounced change in the M

ansfield Shire age profile over the past 5 years is the increase in the residents aged over 55 years, w

hich has been the main driver

of increased population between 2011 and 2016.

FIGURE 5 MAN

SFIELD SHIRE - AG

E PROFILE 2011 & 2016

Source: ABS Census 2011 and 2016, Usual Place of Residence.

The age profile for the Mansfield Urban Centre also show

s growth in the proportion

of the population aged over 55 years. This increase is largely due to the combined

attraction of retiree lifestyle residents to the Shire and general ageing of the population.

How

ever, the age profile of the Mansfield Urban Centre, differs from

the Shire in that there has also been a noticeable change in the proportion of the population in the ‘young fam

ily’ age group including aged between 30-39 years w

ith children aged 5-9 years.

FIGURE 6 MAN

SFIELD URBAN CEN

TRE – AG

E PROFILE 2011 & 2016


0

500

1,000

1,500

0-45-14

15-1920-24

25-3435-44

45-5455-64

65-7475-84

85 andover

20112016

0 50

100

150

200

250

300

0-4

5-910-1415-1920-2425-2930-3435-3940-4445-4950-5455-5960-6465-6970-7475-7980-84

85 +2011

2016


20

M

AN

SF

IEL

D S

TA

TIO

N P

RE

CIN

CT

AC

TIV

AT

ION

: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

INCO

ME

Figu

re 9

sho

ws

the

med

ian

inco

me

incl

udin

g pe

rson

al, f

amily

and

hou

seho

ld in

the

Man

sfie

ld U

rban

Cen

tre, b

ench

mar

ked

with

Man

sfie

ld S

hire

and

Reg

iona

l Vic

toria

in

2016

. Med

ian

inco

mes

in th

e M

ansf

ield

Urb

an C

entre

are

slig

htly

hig

her t

han

thos

e in

Man

sfie

ld S

hire

and

com

para

ble

to th

at o

f reg

iona

l Vic

toria

.

FIGU

RE 9

INCO

ME

So

urce

: ABS

Cen

sus

2016

, Usu

al P

lace

of R

esid

ence

.

The

hous

ehol

d, fa

mily

and

per

sona

l wee

kly

inco

mes

of M

ansf

ield

Shi

re re

side

nts

all

incr

ease

d in

rea

l ter

ms

betw

een

the

2006

and

201

6 ce

nsus

es.

The

rate

of g

row

th

for p

erso

nal i

ncom

e w

as 1

.39%

per

ann

um, f

or fa

mily

inco

me

0.51

% p

er a

nnum

and

fo

r H

ouse

hold

inco

me

1.34

%. T

he r

ate

of g

row

th f

or t

he s

tate

of

Vict

oria

ove

r th

e sa

me

perio

d w

as 1

.22%

per

ann

um fo

r per

sona

l inc

ome,

1.6

0% p

er a

nnum

for f

amily

in

com

e an

d 1.

05%

per

ann

um f

or h

ouse

hold

inc

ome.

Man

sfie

ld s

aw a

str

onge

r in

crea

se in

real

per

sona

l inc

omes

and

fam

ily in

com

e bu

t a s

low

er in

crea

se in

fam

ily

inco

me

over

Vic

toria

in th

e 10

yea

rs to

201

6.

FIGU

RE 1

0 M

ANSF

IELD

SH

IRE

- IN

DEXE

D M

EDIA

N W

EEKL

Y IN

COM

ES

Sour

ce: A

BS C

ensu

s, 2

006,

201

1 an

d 20

16; A

BS C

PI 2

017,

Cat

alog

ue 6

401.

0.

$601

$5

80

$576

$1,3

81

$1,3

38

$1,4

18

$1,0

32

$1,0

62

$1,1

24

$0

$500

$1,0

00

$1,5

00

Man

sfie

ld U

CLM

ansf

ield

Shi

reRe

gion

al V

icto

ria

Pers

onal

Fam

ilyH

ouse

hold

580

1338

1062

$0

$500

$1,0

00

$1,5

00

2006

2011

2016

Pers

onal

Inco

me

Fam

ily In

com

eH

ouse

hold

Inco

me

UR

BA

N E

NT

ER

PR

ISE

19

O

CT

OB

ER

20

18

FA

MIL

Y CO

MPO

SITI

ON

Coup

le fa

mily

hou

seho

lds

with

out

child

ren

repr

esen

t th

e m

ajor

ity o

f hou

seho

lds

in

Man

sfie

ld S

hire

at 5

0%, f

ollo

wed

by

coup

le fa

mili

es w

ith c

hild

ren

(36%

). H

owev

er, i

n th

e M

ansf

ield

Urb

an C

entre

, the

pro

porti

on o

f cou

ples

fam

ilies

with

out c

hild

ren

and

coup

le fa

mili

es w

ith c

hild

ren

is th

e sa

me

(41%

). Th

is fu

rthe

r rei

nfor

ces

the

age

prof

ile

data

, sho

win

g th

e M

ansf

ield

Urb

an C

entr

e ha

s a

grea

ter p

ropo

rtio

n of

you

ng fa

milie

s.

FIGU

RE 7

FAM

ILY

COM

POSI

TION

201

6

So

urce

: ABS

Cen

sus

2016

, Usu

al P

lace

of R

esid

ence

.

Betw

een

2011

and

201

6 av

erag

e an

nual

gro

wth

was

hig

her f

or c

oupl

e fa

mili

es w

ith

child

ren

com

pare

d to

cou

ple

fam

ilies

with

out c

hild

ren

for b

oth

Man

sfie

ld S

hire

and

th

e M

ansf

ield

Urb

an C

entre

, ind

icat

ing

a gr

owin

g po

pula

rity

of M

ansf

ield

for y

oung

er

fam

ilies

.

FIGU

RE 8

CH

ANG

E IN

FAM

ILY

COM

POSI

TION

201

1-20

16 (A

AGR%

)

So

urce

: ABS

Cen

sus

2011

and

201

6, U

sual

Pla

ce o

f Res

iden

ce.

50%

36%

13%

1%

41%

41%

17%

1%0%10

%

20%

30%

40%

50%

60%

Coup

le fa

mily

with

out

child

ren

Coup

le fa

mily

with

child

ren

One

pare

nt fa

mily

Othe

r fam

ily

Man

sfie

ld S

hire

Man

sfie

ld U

rban

Cen

tre1.

00%

1.54

%

-0.2

2%

-2.6

4%

0.55

%

2.32

%

-3.3

9%

0.00

%

-4.0

0%

-3.0

0%

-2.0

0%

-1.0

0%

0.00

%

1.00

%

2.00

%

3.00

%

Coup

le fa

mily

with

out

child

ren

Coup

le fa

mily

with

child

ren

One

pare

nt fa

mily

Othe

r fam

ily

Man

sfie

ld S

hire

Man

sfie

ld U

rban

Cen

tre


UR

BA

N E

NT

ER

PR

ISE

21 O

CT

OB

ER

20

18

POPULATION

AND DEM

OGRAPHICS: KEY FINDIN

GS

Mansfield has show

n strong population growth in recent years, w

ith the population of the Shire increasing at a rate of 1.7%

between 2011 and 2016 and the M

ansfield Urban Centre grow

ing at a rate of 2.1% over the sam

e period, outpacing growth

across Regional Victoria.

Population growth across the Shire has prim

arily been driven by older segments of

the population, including retirees and pre-retirees. However, grow

th in the Mansfield

Urban Centre population has been driven by both older segments of the population

as well as fam

ilies, with a noticeable increase in those aged betw

een 30-39 years and 5 to 9 years. The grow

th in families in the M

ansfield Urban Centre has primarily

been of families w

ith children.

The growth in different m

arket segments of the population suggests the precinct

could play a role in accomm

odating activities for a wide ranging spectrum

of age groups, ranging from

young families to older retires and lifestyle residents.

Forecast population growth for M

ansfield Shire is also strong but significantly less than recent historical population grow

th.

The increase in the local population drives demand for goods and services,

increasing performance of existing business as w

ell as creating opportunity for new

businesses to enter the market.

The strong population growth context creates a positive investm

ent market for

activation of the Mansfield Station Precinct. There has also been grow

th in median

incomes in the Shire, suggesting opportunities for further expenditure on leisure

goods and services.

4.3. HOUSING

There has been strong growth in occupied dw

ellings between 2011 and 2016 in both

Mansfield Shire and the M

ansfield Urban Centre.

A high proportion of dwellings in M

ansfield Shire are unoccupied dwellings,

demonstrating the large holiday hom

e owner population. Conversely, the M

ansfield Urban Centre prim

arily contains occupied dwellings (88%

), demonstrating that the

majority of holiday hom

e owners and located outside of the urban centre.

TABLE 2 OCCUPIED DWELLIN

GS

M

ansfield Urban Centre

Mansfield Shire

#

%

# %

Occupied Private Dw

ellings (2011) 1,241

85%

2,983 56%

Unoccupied Private Dw

ellings (2011) 214

15%

2,337 44%

Occupied Private Dw

ellings (2016) 1,328

88%

3,201 57%

Unoccupied Private Dw

ellings (2016) 189

12%

2,381 43%

Grow

th in Occupied Dwellings (2011-2016)

+87

+218


The majority of housing in the M

ansfield Urban Centre is separate housing (94%) and

76% of dw

ellings have three bedrooms or m

ore, showing that there is lim

ited diversity in housing stock. As the resident population ages and as household needs change, a greater diversity of dw

elling types will likely be required, including m

edium density

housing close to the town centre. It is unlikely that the precinct w

ill play a role in the provision of housing, given the attributes of the site, how

ever, the precinct will play

an important role in term

s of provision of services and open space to local residents, including potential future residents of m

edium density housing in and near the tow

n centre.

22

MA

NS

FIE

LD

ST

AT

ION

PR

EC

INC

T A

CT

IVA

TIO

N: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

FIGURE 11 MAN

SFIELD URBAN CEN

TRE – DW

ELLING

STRUCTURE


FIGURE 12 MAN

SFIELD URBAN CEN

TRE – BEDROOM

S


There was grow

th in real terms in fam

ily households, single person households and group households in the M

ansfield Urban Centre and Mansfield Shire betw

een 2011 and 2016. H

owever, single or lone person households grew

at a higher average annual rate com

pared to family households.

TABLE 3 HOUSEH

OLD COMPOSITION

Fam

ily Households

Single (or lone) person households

Group

households

Mansfield U

rban Centre

2011 773

428 39

2016 801

474 50

AAGR

(%)

0.7%

2.1%

5.1%

Mansfield Shire

2011 2,010

898 75

2016 2,111

1,013 81

AAGR

(%)

1.0%

2.4%

1.6%


HOUSE PRICES

Figure 13 shows the m

edian house prices for Mansfield (locality), M

ansfield Shire and Regional Victoria. The m

edian house price in Mansfield historically has been

higher than that in Mansfield Shire and regional Shire. There has been strong and

steady growth in the m

edian house price.

94%

3%1%

2%0%

20%

40%

60%

80%

100%

Separate House

Semi-Detached

Flat, Unit or Apartment

Other

2016 (%)

3%

21%

50%

26%

0%

10%

20%

30%

40%

50%

60%

1 Bedroom2 Bedroom

s3 Bedroom

s4 or M

ore Bedrooms


24

M

AN

SF

IEL

D S

TA

TIO

N P

RE

CIN

CT

AC

TIV

AT

ION

: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

4.4.

EM

PLOY

MEN

T

EMPL

OYED

The

num

ber o

f peo

ple

in th

e w

orkf

orce

in th

e M

ansf

ield

Urb

an C

entre

incr

ease

d by

11

3 pe

ople

from

1,4

90 in

201

1 to

1,6

03 p

eopl

e in

201

6. T

he m

ajor

ity o

f gro

wth

was

dr

iven

by

grow

th in

peo

ple

empl

oyed

full

time.

In 2

016

in th

e M

ansf

ield

Urb

an C

entre

, 47%

of r

esid

ents

repo

rted

that

they

wer

e in

th

e w

orkf

orce

. 56%

of t

hose

that

repo

rted

to b

e in

the

wor

kfor

ce w

orke

d fu

ll tim

e an

d 36

% w

orke

d pa

rt ti

me.

TABL

E 4

MAN

SFIE

LD U

RBAN

CEN

TRE

- EM

PLOY

MEN

T

20

11

20

16

#

%

# %

Ch

ange

Wor

ked

Full

Tim

e 81

4 55

%

891

56%

77

Wor

ked

Part

Tim

e 55

1 37

%

581

36%

30

Away

from

Wor

k 92

6%

88

5%

-4

Une

mpl

oyed

33

2%

43

3%

10

Tota

l 14

90

100%

16

03

100%

11

3

Sour

ce: A

BS C

ensu

s 20

11 a

nd 2

016,

Usu

al P

lace

of R

esid

ence

.

INDU

STRY

OF

EMPL

OYM

ENT

Key

indu

strie

s of

em

ploy

men

t fo

r re

side

nts

of t

he M

ansf

ield

Urb

an C

entre

and

M

ansf

ield

Sh

ire

incl

ude

Acco

mm

odat

ion

and

Food

Se

rvic

es,

Reta

il Tr

ade,

Co

nstr

uctio

n, H

ealth

Car

e an

d So

cial

Ass

ista

nce

and

Educ

atio

n an

d Tr

aini

ng.

Agric

ultu

re, F

ores

try a

nd F

ishi

ng is

als

o a

key

empl

oym

ent

sect

or f

or r

esid

ents

of

Man

sfie

ld S

hire

.

TABL

E 5

INDU

STRY

OF

EMPL

OYM

ENT

M

ansf

ield

UCL

(2

016)

M

ansf

ield

Sh

ire (

2016

) Ac

com

mod

atio

n an

d Fo

od S

ervi

ces

220

434

Ret

ail T

rade

21

1 42

4 Co

nstr

uctio

n 17

4 38

7 H

ealth

Car

e an

d So

cial

Ass

ista

nce

148

337

Educ

atio

n an

d Tr

aini

ng

145

360

Publ

ic A

dmin

istr

atio

n an

d Sa

fety

91

18

7 Ag

ricul

ture

, For

estry

and

Fis

hing

74

35

6 O

ther

Ser

vice

s 74

15

1 Tr

ansp

ort,

Post

al a

nd W

areh

ousi

ng

65

176

Prof

essi

onal

, Sci

entif

ic a

nd T

echn

ical

Ser

vice

s 55

16

3 Ad

min

istr

ativ

e an

d Su

ppor

t Ser

vice

s 49

14

7 M

anuf

actu

ring

48

142

Who

lesa

le T

rade

37

82

R

enta

l, H

iring

and

Rea

l Est

ate

Serv

ices

33

80

Ar

ts a

nd R

ecre

atio

n Se

rvic

es

24

47

Fina

ncia

l and

Insu

ranc

e Se

rvic

es

13

29

Elec

trici

ty, G

as, W

ater

and

Was

te S

ervi

ces

11

33

Info

rmat

ion

Med

ia a

nd T

elec

omm

unic

atio

ns

10

32

Min

ing

8 28

To

tal

1490

35

95

Sour

ce: A

BS C

ensu

s 20

16, U

sual

Pla

ce o

f Res

iden

ce.

UR

BA

N E

NT

ER

PR

ISE

23

O

CT

OB

ER

20

18

FI

GURE

13

MED

IAN

HOU

SE P

RICE

S

Sour

ce: V

alue

r-Gen

eral

, A G

uide

to P

rope

rty V

alue

s

HOU

SIN

G: K

EY F

INDI

NGS

Ther

e ha

s be

en s

trong

gro

wth

in th

e ho

usin

g m

arke

t in

Man

sfie

ld S

hire

and

in th

e M

ansf

ield

Urb

an C

entre

and

ste

ady

grow

th in

hou

se p

rices

. The

Man

sfie

ld U

rban

Ce

ntre

incl

udes

a h

ighe

r pr

opor

tion

of o

ccup

ied

dwel

lings

, evi

denc

ing

its s

trong

ro

le f

or p

erm

anen

t re

side

nts,

com

pare

d to

Man

sfie

ld S

hire

, w

hich

has

a h

igh

prop

ortio

n of

uno

ccup

ied

dwel

lings

, sh

owin

g its

pop

ular

ity f

or h

olid

ay h

ome

owne

rs.

Fam

ily h

ouse

hold

s ac

coun

t for

the

high

est p

ropo

rtion

of h

ouse

hold

s in

Man

sfie

ld

Shire

and

the

urba

n ce

ntre

, and

alth

ough

ther

e ha

s be

en g

row

th in

real

term

s ac

ross

al

l hou

seho

ld t

ypes

, gro

wth

in lo

ne p

erso

n ho

useh

olds

has

out

pace

d gr

owth

in

fam

ily h

ouse

hold

s, li

kely

refle

ctin

g th

e ag

eing

pop

ulat

ion.

Ther

e is

a d

istin

ct la

ck o

f div

ersi

ty in

hou

sing

type

s in

the

Man

sfie

ld U

rban

Cen

tre.

The

prec

inct

is

unlik

ely

to b

e a

suita

ble

loca

tion

for

the

prov

isio

n of

hou

sing

, ho

wev

er, t

he g

row

th c

onte

xt a

naly

sis

show

ed h

ousi

ng d

evel

opm

ent

arou

nd t

he

prec

inct

and

pot

entia

l fut

ure

deve

lopm

ent o

ppor

tuni

ties

adja

cent

to th

e pr

ecin

ct in

th

e m

ixed

use

zon

e, w

hich

will

rei

nfor

ce t

he r

ole

of t

he p

reci

nct

to s

ervi

ce lo

cal

resi

dent

ial p

opul

atio

ns w

ithin

a w

alka

ble

catc

hmen

t.

$0

$50,

000

$100

,000

$150

,000

$200

,000

$250

,000

$300

,000

$350

,000

$400

,000

$450

,000

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

Man

sfie

ld (L

)M

ansf

ield

Shi

reRe

gion

al V

icto

ria


UR

BA

N E

NT

ER

PR

ISE

25 O

CT

OB

ER

20

18

PLACE OF W

ORK INDUSTRY OF EMPLOYM

ENT

Table 6 shows the industry of em

ployment for people w

ho work w

ithin the Mansfield

Urban Centre. Approximately 1,850 people w

ere employed in the urban centre in 2016,

growing by 219 jobs betw

een 2011 and 2016.

The key industries of employm

ent include Retail Trade, Health Care and Social

Assistance, Accomm

odation and Food Services, Education and Training, Public Adm

inistration and Safety, Construction, Other Services and Professional, Technical and Scientific Services.

Industry sectors which show

ed the highest growth included Retail Trade (+84 jobs),

Accomm

odation and Food Services (+21 jobs), Rental, Hiring and Real Estate

Services (+18 jobs) and Other Services (+18 jobs), among others.

Strong jobs growth in service sectors in the urban centre suggests dem

and for goods and services has been strong, likely driven by the grow

ing population and visitation.

The Station precinct will provide a unique opportunity to provide for em

ployment in

industry sectors complem

entary to the role and function of the town centre.

TABLE 6 INDUSTRY OF EM

PLOYMEN

T MAN

SFIELD URBAN CEN

TRE

M

ansfield Urban

Centre (2011) M

ansfield Urban

Centre (2016) Change

Retail Trade

294 378

84 H

ealth Care and Social Assistance 270

260 -10

Accomm

odation and Food Services 210

231 21

Education and Training 187

195 8

Public Administration and Safety

135 142

7 Construction

101 114

13 O

ther Services 77

95 18

Professional, Scientific and Technical Services

74 89

15

Rental, H

iring and Real Estate

Services 49

67 18

Transport, Postal and Warehousing

45 57

12 W

holesale Trade 39

54 15

Manufacturing

59 48

-11 Financial and Insurance Services

26 26

0 Inform

ation Media and

Telecomm

unications 21

25 4

Agriculture, Forestry and Fishing 13

22 9

Arts and Recreation Services 10

21 11

Administrative and Support Services

18 19

1 Electricity, G

as, Water and W

aste Services

3 7

4

Mining

0 0

0 Total

1631 1850

219

Source: ABS Census 2011 and 2016, Place of Work

26

MA

NS

FIE

LD

ST

AT

ION

PR

EC

INC

T A

CT

IVA

TIO

N: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

EMPLOYM

ENT: KEY FINDINGS

Mansfield has experienced strong em

ployment grow

th in recent years including grow

th in employed residents and grow

th in those employed in the M

ansfield Urban Centre. The m

ajority of growth in em

ployment in the urban centre has been driven

by Retail Trade with other grow

th sectors including Accomm

odation and Food Services, Professional, Scientific and Technical Services, Rental, Real Estate and H

iring and Wholesale Trade.

Strong jobs growth in em

ployment suggests dem

and for service-based industries has been strong, driven by population grow

th, while grow

th in the visitor market

has also been a factor in the growth of the Accom

modation and Food Services

sector.

The Station Precinct will provide a unique opportunity to provide for em

ployment

in growth industry sectors including Retail Trade and Accom

modation and Food

Service Sectors,

providing business

opportunities com

plementary

to those

provided in the town centre.

4.5. BUSINESS

NUM

BER OF BUSINESSES

The ABS identified 1,224 businesses in Mansfield Shire in June 2016, an increase of

6% from

2012 as shown in Table 4. 62%

of the businesses in Mansfield Shire w

ere non-em

ploying, significantly more than the next highest type of business, those

employing 1-4 people.

There were an additional 18%

of businesses employing 1-4 people over the period

from 2012-2016. There w

ere also 5 less businesses, or a drop of 20% of businesses

employing 20-199 people.

TABLE 7 BUSINESS G

ROWTH

2012 - 2016

N

on em

ploying 1-4

5-19 20-199

200+ Total

June 2012 740

284 102

25 0

1151 June 2014

768 316

106 27

0 1217

June 2016 763

335 106

20 0

1224 G

rowth 2012-

2016 3%

18%

4%

-20%

0%

6%

%M

ansfield 2016

62%

27%

9%

2%

0%

Source: ABS: Counts of Australian Businesses, including Entries and Exits, Jun 2012 to Jun 2016, Mansfield

SA2 & Victoria

BUSINESSES BY SECTOR

The sector with the m

ost businesses in Mansfield Shire as of 2016 w

as Agriculture, Forestry

and Fishing,

with

276 businesses,

followed

by Construction

(217 businesses), Accom

modation and Food Services (93 businesses) and retail trade (86

businesses). Accomm

odation and

Food Services had

the largest

number

of businesses em

ploying between 20-199 people.

Of the larger industry sectors, 79% of Financial and Insurance Services businesses

have no employees, that is, they are ow

ner-operator businesses. 74% of Rental, H

iring


28

M

AN

SF

IEL

D S

TA

TIO

N P

RE

CIN

CT

AC

TIV

AT

ION

: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

4.6.

PRO

PERT

Y IN

VEST

MEN

T

NEW

BUI

LDIN

G IN

VEST

MEN

T

Figu

re 1

4 sh

ows

new

bui

ldin

g in

vest

men

t by

type

(res

iden

tial a

nd n

on-re

side

ntia

l) fo

r M

ansf

ield

Shi

re b

etw

een

2009

and

201

6.

Non

-resi

dent

ial i

nves

tmen

t de

crea

sed

betw

een

2009

and

201

6, w

hils

t m

ajor

ity o

f in

vest

men

t in

the

Shire

is d

riven

by

resi

dent

ial h

ousi

ng in

vest

men

t.

Resi

dent

ial i

nves

tmen

t pea

ked

in 2

012,

follo

wed

by

a dr

op in

inve

stm

ent i

n 20

13.

FIGU

RE 1

4 VA

LUE

OF N

EW B

UILD

ING

INVE

STM

ENT

BY T

YPE,

MAN

SFIE

LD S

HIR

E,

2009

- 20

16

So

urce

: VBA

, 200

9-20

16

NON

-RES

IDEN

TIAL

BUI

LDIN

G AN

D IN

FRAS

TRUC

TURE

INVE

STM

ENT

Figu

re 1

5 sh

ows

a br

eakd

own

of n

on-re

side

ntia

l pro

perty

inve

stm

ent b

y ty

pe b

etw

een

2009

and

201

6. S

ince

201

2, n

on-re

side

ntia

l inv

estm

ent h

as p

rimar

ily b

een

driv

en b

y co

mm

erci

al in

vest

men

t.

FIGU

RE 1

5 VA

LUE

OF N

ON-R

ESID

ENTI

AL IN

VEST

MEN

T BY

TYP

E, 2

006-

2012

So

urce

: VBA

, 200

9-20

16

PROP

ERTY

INVE

STM

ENT:

KEY

FIN

DIN

GS

Ther

e ha

s be

en a

dis

tinct

lac

k of

inv

estm

ent

in t

he n

on-re

side

ntia

l se

ctor

in

Man

sfie

ld in

rec

ent

year

s. In

tere

stin

gly,

the

grow

th in

reta

il em

ploy

men

t has

not

tra

nsla

ted

into

sig

nific

ant n

ew in

vest

men

t but

like

ly ra

ther

em

ploy

men

t gro

wth

in

exis

ting

busi

ness

es a

cros

s th

e Sh

ire. T

he a

ctiv

atio

n of

the

railw

ay s

tatio

n pr

ecin

ct

prov

ides

the

oppo

rtuni

ty to

gen

erat

e in

vest

men

t in

the

non-

resi

dent

ial s

ecto

r bot

h w

ithin

the

pre

cinc

t as

wel

l as

bein

g a

cata

lyst

for

add

ition

al in

vest

men

t in

the

co

mm

erci

al s

ecto

r, th

roug

h dr

ivin

g in

crea

sed

visi

tatio

n an

d ex

pend

iture

. Ind

ustry

$0

$5,0

00,0

00

$10,

000,

000

$15,

000,

000

$20,

000,

000

$25,

000,

000

$30,

000,

000

$35,

000,

000

$40,

000,

000

$45,

000,

000

$50,

000,

000

2009

2010

2011

2012

2013

2014

2015

2016

Tota

l New

Bui

ldin

g In

vest

men

tRe

side

ntia

lN

on-re

side

ntia

l

0

2,00

0,00

0

4,00

0,00

0

6,00

0,00

0

8,00

0,00

0

10,0

00,0

00

12,0

00,0

00

2009

2010

2011

2012

2013

2014

2015

2016

Tota

l Non

-Res

iden

tial I

nves

tmen

tRe

tail

Publ

ic B

uild

ings

Com

mer

cial

Hos

pita

l/Hea

lthca

reIn

dust

rial

UR

BA

N E

NT

ER

PR

ISE

27

O

CT

OB

ER

20

18

an

d Re

al E

stat

e Se

rvic

es, 7

2% o

f Agr

icul

ture

and

58%

of P

rofe

ssio

nal,

Scie

ntifi

c an

d Te

chni

cal S

ervi

ces

also

do

not h

ave

any

empl

oyee

s. A

s th

ese

are

serv

ice

indu

strie

s, it

indi

cate

s th

at t

here

may

be

a la

rge

num

ber

of w

orke

rs f

rom

hom

e co

nsul

ting

serv

ices

in th

e Sh

ire.

Agric

ultu

re is

an

impo

rtan

t ind

ustry

with

in th

e Sh

ire w

ith 2

76 b

usin

esse

s, h

owev

er,

the

maj

ority

of

the

busi

ness

es a

re n

on-e

mpl

oyin

g. T

here

may

be

oppo

rtun

ity t

o le

vera

ge t

he a

gric

ultu

ral b

usin

ess

base

and

pro

duct

ion

in t

he r

egio

n th

roug

h th

e cr

eatio

n of

an

agri-

tour

ism

hub

with

in th

e pr

ecin

ct.

Acco

mm

odat

ion

and

Food

ser

vice

s ha

s th

e la

rges

t nu

mbe

r of

med

ium

siz

ed

busi

ness

es (

20-1

99)

and

is li

kely

to b

e a

key

grow

th o

ppor

tuni

ty fo

r the

regi

on a

nd

the

Stat

ion

Prec

inct

.

TABL

E 8

NUM

BER

OF B

USIN

ESSE

S BY

NUM

BER

OF E

MPL

OYEE

S AN

D IN

DUST

RY

SECT

OR, 2

016

Sect

or

Num

ber o

f Em

ploy

ees

Tota

l

Non

em

ploy

ing

1-4

5-

19

20-

199

20

0+

Agric

ultu

re, F

ores

try

and

Fish

ing

198

57

16

5 0

276

Cons

truc

tion

138

67

12

0 0

217

Ren

tal,

Hiri

ng a

nd R

eal E

stat

e Se

rvic

es

76

16

8 3

0 10

3

Acco

mm

odat

ion

and

Food

Ser

vice

s 41

23

23

6

0 93

Ret

ail T

rade

37

34

12

3

0 86

Prof

essi

onal

, Sci

entif

ic a

nd T

echn

ical

Se

rvic

es

43

24

7 0

0 74

Fina

ncia

l and

Insu

ranc

e Se

rvic

es

46

12

0 0

0 58

Oth

er S

ervi

ces

31

21

3 0

0 55

Tran

spor

t, Po

stal

and

War

ehou

sing

28

23

0

0 0

51

Adm

inis

trat

ive

and

Supp

ort S

ervi

ces

30

10

8 0

0 48

Man

ufac

turin

g 29

9

5 0

0 43

Hea

lth C

are

and

Soci

al A

ssis

tanc

e 28

10

0

3 0

41

Who

lesa

le T

rade

16

7

0 0

0 23

Arts

and

Rec

reat

ion

Serv

ices

9

9 3

0 0

21

Info

rmat

ion

Med

ia a

nd

T ele

com

mun

icat

ions

3

5 3

0 0

11

Educ

atio

n an

d Tr

aini

ng

3 5

3 0

0 11

Elec

tric

ity, G

as, W

ater

and

Was

te

Serv

ices

3

0 0

0 0

3

Min

ing

0 0

3 0

0 3

Publ

ic A

dmin

istr

atio

n an

d Sa

fety

3

0 0

0 0

3

Not

Cla

ssifi

ed

4 3

0 0

0 7

Tota

l Bus

ines

ses

766

335

106

20

0 12

27

Sour

ce: A

BS: C

ount

s of

Aus

tralia

n Bu

sine

sses

, inc

ludi

ng E

ntrie

s an

d Ex

its, J

un 2

016

BUSI

NES

S: K

EY F

INDI

NGS

Acro

ss M

ansf

ield

Shi

re, t

here

has

bee

n st

rong

gro

wth

in th

e sm

all t

o m

ediu

m s

ized

bu

sine

sses

, w

hils

t th

ere

has

been

a d

ecre

ase

in l

arge

r bu

sine

sses

em

ploy

ing

betw

een

20-1

99 p

eopl

e.

97%

of

busi

ness

es in

Man

sfie

ld e

mpl

oy le

ss t

han

5 pe

ople

indi

catin

g an

alm

ost

com

plet

e re

lianc

e on

sm

all a

nd m

icro

bus

ines

ses.

Thi

s su

gges

ts th

at th

ere

is li

kely

to

be

limite

d de

man

d fo

r la

rger

for

mat

com

mer

cial

spa

ce a

nd t

hat

the

Stat

ion

Prec

inct

sho

uld

targ

et s

mal

l to

med

ium

bus

ines

s op

portu

nitie

s.

Key

serv

ice

sect

ors

that

wou

ld a

lign

to p

oten

tial o

ppor

tuni

ties

for

the

prec

inct

in

clud

e Re

tail

Trad

e an

d Ac

com

mod

atio

n an

d Fo

od S

ervi

ces.

Reta

il Tr

ade

busi

ness

es a

re ty

pica

lly n

on-e

mpl

oyin

g bu

sine

sses

(43

%)

or s

mal

l to

med

ium

siz

ed b

usin

esse

s em

ploy

ing

betw

een

1-4

peop

le (

40%

) an

d be

twee

n 5-

19

peop

le (

14%

).

Busi

ness

es in

the

Acco

mm

odat

ion

and

Food

Ser

vice

s Se

ctor

are

als

o pr

imar

ily n

on-

empl

oyin

g bu

sine

sses

(44

%),

or s

mal

l to

med

ium

siz

ed b

usin

esse

s em

ploy

ing

betw

een

1-4

peop

le (

25%

) an

d 5-

19 p

eopl

e (2

5%).


UR

BA

N E

NT

ER

PR

ISE

29 O

CT

OB

ER

20

18

sectors likely to experience increased investm

ent as a result of investment in the

precinct include Accomm

odation and Food Services, Retail Trade and Construction, leading to increased em

ployment opportunities.

4.7. RETAIL

RETAIL DEMAN

D

The M

ansfield Structure

Plan Background

Report (2014)

included a

retail assessm

ent by Deep End Services. This assessment has been utilised in this report

to inform the retail opportunities for the Station Precinct.

The retail land uses of the Town Centre are show

n in Table 9. Key findings as noted in the Background Report include:

• Overall, approxim

ately 44% of retail floorspace is associated w

ith food retailers;

• IG

A and Foodworks superm

arkets are key anchor tenants, accounting for 15%

of floorspace but with a m

uch more significant role in serving the grocery

shopping needs of residents and visitors, and with sales that com

bine to account for substantially m

ore than 15% of total retail sales.

• The centre includes approxim

ately 25 cafes and dining establishments, w

ith total floorspace of 3,620 sqm

, far higher than would be expected for a centre

without a large visitor m

arket.

• N

on-food retailers include those selling clothing (1,210 sqm), hom

ewares (900

sqm), and retail service providers such as hairdressers, beauty salons, video

stores, and optometrists (900 sqm

) among others.

• The hom

emaker sector com

prises the Hom

e Hardw

are Store, garden supplies retailers, and larger furniture and furnishings stores.

TABLE 9 RETAIL LAND USES

Land Use

Num

ber of Establishments

Residential 113

Retail 99

Vacant 46

Comm

ercial 38

Industry 25

Comm

unity 14

Accomm

odation 10

Medical

9

Ski Products and Services 6

Transport and Storage 4

Recreation 3

Personal Services 2

Entertainment

1

Total 370

Source: Mansfield Structure Plan Background Report (2014), M

ansfield Shire Council

RETAIL DEVELOPMEN

T POTENTIAL

Forecast retail demand w

as estimated at +7,400 sqm

over the period 2013 to 2031, representing

expanded floorspace

provision of

45%

over the

period. It

was

recomm

ended that this level of retail development could be accom

modated w

ithin existing zoned land, having regard for existing vacant sites, opportunities for m

ore intensive use of land and the replacem

ent of some serviced industry uses by retailing

and other town centre activities.

COMM

ERCIAL DEVELOPMENT POTEN

TIAL

Demand for com

mercial floorspace w

ill be generated by the size of the local population. The report suggested that additional land w

ould not be required to be provided specifically for com

mercial (office) activity and dem

and could be met

through more intensive use of the existing com

mercial zones.

30

MA

NS

FIE

LD

ST

AT

ION

PR

EC

INC

T A

CT

IVA

TIO

N: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

The Structure Plan recomm

ended that no further rezoning of land to Comm

ercial 1 is required w

ithin the next long term period (i.e 20 years).

4.7.1. RETAIL EXPENDITURE

Retail expenditure has been sourced from the M

ansfield Shire Economic Profile

(2018), prepared by Urban Enterprise.

RETAIL EXPENDITURE BY RESIDEN

TS

Retail expenditure per resident in Mansfield Shire is show

n in Table 10. The data estim

ated that on average, nearly $13,010 is spent per Mansfield Shire resident.

The data shows that M

ansfield Shire residents spent a higher proportion of income

on food, groceries and liquor and on apparel, homew

ares and leisure.

TABLE 10 ESTIMATED EXPEN

DITURE PER RESIDENT, 2014

Food and N

on-Food G

roceries and Liquor

Food Catering

Apparel, H

omew

ares and Leisure

Bulky G

oods Service

Total

Mansfield

Shire $6,281

$1,440 $3,177

$1,440 $455

$12,793

Percentage 49%

11%

25%

11%

4%

100%

Source: MarketInfo, 2014

TOTAL RETAIL EXPENDITURE

Accounting for the impact of tourist visitor expenditure reveals that an estim

ated $165 m

illion has been spent in retail expenditure in 2013-14, the most recent year for

when the retail data w

as available, of which approxim

ately 32% has been attributed

to visitor retail expenditure ($50 million) and the rem

aining 68% to local retail

expenditure ($105 million). The data highlights the im

portance of tourism in

supporting the retail sector in Mansfield Shire.

TABLE 11 ESTIMATED TOTAL EXPEN

DITURE, 2013/14

Estimated

Expenditure by R

esidents

E stimated

Expenditure by Visitors

T otal Estim

ated Expenditure

%

2013-14 2013-14

2013-14 Food, N

on-food Groceries

and Liqour $51,613,513

$21,365,026 $72,978,539

47%

Food Catering $11,831,441

$29,005,884 $40,837,325

26%

Apparel, Hom

ewares and

Leisure $26,108,686

$0 $26,108,686

17%

Bulky Goods

$11,830,179 $0

$11,830,179 8%

Services $3,735,874

$0 $3,735,874

2%

Local Food Pool $63,444,953.69

$50,370,909.79 $113,815,863

73%

Local Non-food Pool

$41,674,740.17 $0

$41,674,740 27%

Local R

etail Expenditure Pool

$105,119,694 $50,370,910

$155,490,604 100%

Note: The value of local retail expenditure differs significantly from

Retail industry economic output. This

is attributed to regional economic m

odels that exclude the value of regional imports (goods and services

purchased outside Mansfield Shire) from

industry output.


32

M

AN

SF

IEL

D S

TA

TIO

N P

RE

CIN

CT

AC

TIV

AT

ION

: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

4.8.

VIS

ITAT

ION

VISI

TATI

ON

The

Man

sfie

ld S

hire

Eco

nom

ic P

rofil

e (2

018)

incl

udes

est

imat

es o

f vi

sita

tion

and

tren

ds.

It w

as e

stim

ated

tha

t ar

ound

1.9

mill

ion

peop

le v

isite

d M

ansf

ield

Shi

re a

nd M

ount

Bu

ller A

lpin

e Re

gion

, of w

hich

ove

r 82%

wer

e ov

erni

ght v

isito

rs (o

r 1,5

47,2

54 v

isito

rs)

and

the

rem

aini

ng 1

9% d

aytr

ip v

isito

rs (

or 3

39,4

36 v

isito

rs).

Man

sfie

ld S

hire

alo

ne a

ttrac

ted

appr

oxim

atel

y 1,

225,

484

visi

tors

ove

r th

e 20

16/1

7 ye

ar, w

hils

t Mt B

ulle

r/St

irlin

g Al

pine

Res

orts

attr

acte

d an

est

imat

ed 6

61,0

00 v

isito

rs.

Man

sfie

ld S

hire

attr

acts

a h

igh

prop

ortio

n of

ove

rnig

ht v

isito

rs. T

he p

rovi

sion

of n

ight

tim

e to

uris

m p

rodu

ct is

impo

rtan

t to

ens

urin

g ov

erni

ght

visi

tors

are

cat

ered

for

as

wel

l as

to d

rive

incr

ease

d vi

sita

tion

from

hig

h yi

eldi

ng o

vern

ight

vis

itors

. Thi

s in

clud

es

prom

otio

n of

Man

sfie

ld a

s a

dest

inat

ion.

TABL

E 12

VIS

ITAT

ION

TO

MAN

SFIE

LD S

HIR

E, M

OUN

T BU

LLER

AN

D M

OUN

T ST

IRLI

NG

, 201

6/17

ANN

UAL

VIS

ITAT

ION

SU

MM

ARY

2010

/11

Man

sfie

ld

Shire

M

t Bul

ler

and

Mt

Stirl

ing

Tota

l Vi

sito

rs

Num

ber o

f vis

itors

sta

ying

in C

omm

erci

al

A cco

mm

odat

ion

52

8,28

0 30

4,40

6 83

2,68

7

Num

ber o

f vis

itors

sta

ying

in C

arav

an P

arks

11

5,46

0 0

115,

460

Num

ber o

f vis

itors

sta

ying

Hol

iday

Hom

es

319,

065

183,

853

502,

918

Num

ber o

f vis

itors

sta

ying

with

Frie

nds

& R

elat

ives

96

,190

0

96,1

90

Tota

l Num

ber o

f Ove

rnig

ht V

isito

rs

1,05

8,99

5 48

8,25

9 1,

547,

254

Tota

l Num

ber o

f Day

trip

Vis

itors

16

6,48

8 17

2,94

8 33

9,43

6 To

tal V

isito

rs

1,22

5,48

4 66

1,20

7 1,

886,

690

Sour

ce: U

rban

Ent

erpr

ise

PAVE

mod

el 2

012,

util

isin

g as

sum

ptio

ns fr

om A

BS S

mal

l Are

a Ac

com

mod

atio

n Da

ta 2

009-

2011

, Tou

rism

Res

earc

h Au

stra

lia D

ata

2011

& 2

017,

ARC

C 20

09-2

011

Annu

al R

epor

ts a

nd

cons

ulta

tion

with

Man

sfie

ld S

hire

Cou

ncil.

Ther

e is

a s

ubst

antia

l am

ount

of i

nfor

mal

cam

ping

that

take

s pl

ace

in M

ansf

ield

Shi

re.

The

data

pro

vide

d fo

r vis

itatio

n m

ay u

nder

stat

e th

e si

ze o

f the

is m

arke

t giv

en th

e la

ck o

f dat

a re

latin

g to

cap

acity

with

in

info

rmal

cam

ping

in N

atio

nal P

arks

and

Sta

te P

arks

with

in M

ansf

ield

Shi

re.

VISI

TATI

ON T

REN

DS

Figu

re 1

6 an

d 17

sho

ws

the

estim

ated

vis

itatio

n to

Man

sfie

ld S

hire

and

Mt

Bulle

r/St

irlin

g in

201

0/11

com

pare

d to

201

6/17

, res

pect

ivel

y.

Ther

e ha

s be

en s

igni

fican

t gr

owth

in t

he n

umbe

r of

ove

rnig

ht v

isito

rs t

o M

ansf

ield

Sh

ire a

nd M

t Bul

ler /

Mt S

tirlin

g ov

er th

e pe

riod.

FIGU

RE 1

6 VI

SITA

TION

TO

MAN

SFIE

LD S

HIR

E 20

10/1

1-20

16/1

7 VI

SITA

TION

TO

MAN

SFIE

LD S

HIR

E 20

10/1

1-20

16/1

7

So

urce

: Urb

an E

nter

pris

e PA

VE m

odel

661,

521

104,

000

765,

521

1,05

8,99

5

166,

488

1,22

5,48

4

020

0,00

0

400,

000

600,

000

800,

000

1,00

0,00

0

1,20

0,00

01,

400,

000

Over

nigh

t Vis

itors

Day

trip

Visi

tors

Tota

l Vis

itors

2010

/11

2016

/17

UR

BA

N E

NT

ER

PR

ISE

31

O

CT

OB

ER

20

18

RE

TAIL

: KEY

FIN

DIN

GS

The

Man

sfie

ld T

own

Cent

re is

a v

ibra

nt r

egio

nal

tow

n ce

ntre

, ser

vici

ng a

larg

e re

gion

al re

side

ntia

l and

vis

itor c

atch

men

t.

The

reta

il an

d co

mm

erci

al a

sses

smen

t by

Deep

End

Ser

vice

s in

201

3 as

a k

ey in

put

to th

e M

ansf

ield

Stru

ctur

e Pl

an (2

014)

foun

d th

at a

larg

e pr

opor

tion

of re

taile

rs a

re

food

reta

ilers

, with

the

high

pro

visi

on s

uppo

rted

by th

e vi

sito

r pop

ulat

ion.

A re

cent

st

udy

wal

k of

the

Man

sfie

ld T

own

Cent

re b

y Ur

ban

Ente

rpris

e co

nfirm

ed a

n ab

unda

nce

of fo

od re

taile

rs, m

any

of w

hich

are

day

time

trade

rs.

The

asse

ssm

ent a

lso

foun

d th

at d

eman

d fo

r com

mer

cial

offi

ce s

pace

is li

kely

to

be d

riven

by

the

loca

l pop

ulat

ion

and

that

land

spe

cific

ally

des

igna

ted

for

this

pu

rpos

e w

ould

not

be

requ

ired.

The

asse

ssm

ent

reco

mm

ende

d th

at n

o ad

ditio

nal

land

sho

uld

be r

ezon

ed t

o Co

mm

erci

al 1

Zon

e.

Resi

dent

s of

Man

sfie

ld S

hire

als

o sp

end

a hi

gh p

ropo

rtion

of e

xpen

ditu

re o

n fo

od,

non-

food

gro

cerie

s an

d le

isur

e ite

ms

and

this

cat

egor

y of

spe

ndin

g is

sup

porte

d by

ex

pend

iture

from

the

visi

tor p

opul

atio

n. M

ansf

ield

has

a s

trong

und

erly

ing

dem

and

for n

on-e

ssen

tial r

etai

l exp

endi

ture

incl

udin

g di

ning

and

leis

ure

good

s an

d se

rvic

es.

The

Man

sfie

ld S

tatio

n pr

ecin

ct s

houl

d ac

com

mod

ate

com

mer

cial

use

s w

hich

are

:

• Co

mpl

emen

tary

to th

ose

prov

ided

in th

e to

wn

cent

re;

• H

ave

spec

ific

loca

tion

requ

irem

ents

to

assi

st w

ith f

easi

bilit

y an

d fin

anci

al

sust

aina

bilit

y;

• Ca

ter t

o vi

sito

r ret

ail e

xpen

ditu

re;

• Do

not

det

ract

from

the

curre

nt re

tail

and

com

mer

cial

offe

r of t

he to

wn

cent

re;

• Ca

ter

to n

on-e

ssen

tial s

pend

ing

on le

isur

e go

ods

and

serv

ices

of

the

loca

l po

pula

tion;

and

•

That

cou

ld n

ot b

e ac

hiev

ed o

r w

ould

like

ly n

ot s

ucce

ed w

ithin

the

exi

stin

g co

mm

erci

al z

oned

land

in th

e to

wn

cent

re.


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18

FIGURE 17 VISITATION

TO MT BULLER/M

T STIRLING

2010/11-2016/17

Source: U

rban Enterprise PAVE Mode

The growth in visitation is attributed to the follow

ing factors as discussed in the M

ansfield Economic Profile (2018):

• G

eneral growth of dom

estic visitation in Australia – m

ost tourism regions in

Victoria have seen strong growth over the past six years;

• Attractiveness of M

t Buller to new visitor m

arkets – M

t Buller has seen substantial grow

th in Asian and Indian visitor markets. M

any of these are considered to be residents w

ithin Melbourne.

• Cycling visitors –

There has been a surge in cycle visitors to the region through investm

ent in mountain bike trails at M

t Buller such as the EPIC and also investm

ent in the Great Victorian Rail Trail as w

ell as general growth in road

cycling.

• Boating visitors –

There has been a sharp increase in recreational boat ow

nership in Victoria and this, combined w

ith good water levels in Lake Eildon

has ensured strong Lake Eildon visitation over the past six years.

• M

ansfield as a destination – M

ansfield township has strengthened as a

destination in its own right. The im

provement to dining and retail in M

ansfield has strengthen the attraction of the tow

nship.

• Visiting Friends and Relatives (VFR) –

Mansfield population has grow

n substantially since the last Census, m

any of these new residents have strong

family and friends links w

ith Melbourne, leading to grow

th in the VFR market.

• H

oliday Hom

e Owners –

An increase in the number of holiday hom

e owners,

driving increased and repeat visitation.

VISITOR EXPENDITURE

Table 13 shows estim

ated expenditure for overnight visitors to Mansfield Shire in

2010/11. Key items of expenditure include accom

modation, entertainm

ent and attractions, shopping and dining.

TABLE 13 VISITOR EXPENDITURE TO M

ANSFIELD SH

IRE, 2010/11

2016/17

Accomm

odation $124.14

Entertainment/attractions

$26.26

Travel/transport $54.94

Shopping (excl groceries & alcohol) $31.49

Groceries (incl alcohol)

$25.09

Total Shopping (incl groceries & alcohol) $56.57

Food & drink - dining out $19.08

Food & drink - takeaway

$52.71

Food & drink purchased at attractions $10.19

Total Food & Drink $81.99

Other

$7.79

Total Average Expenditure per Overnight Visitor

$351.69

Source: A Profile of Visitors to Mansfield Shire, 2011, ABS Consum

er Price Index, Sep 2017.

305,000

108,035

413,035488,259

172,948

661,207

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

Overnight Visitors Daytrip Visitors

Total Visitors

2010/112016/17

34

MA

NS

FIE

LD

ST

AT

ION

PR

EC

INC

T A

CT

IVA

TIO

N: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

VISITATION: KEY FINDIN

GS

Mansfield Shire has a num

ber of drivers for tourist visitation, including:

• Lake Eildon and rivers;

• M

ount Buller, Mount Stirling and Alpine N

ational Park; •

Nature-based tourism

; •

Food and wine tourism

; and •

Cycle tourism.

Mansfield has experienced strong grow

th in visitation, particularly overnight visitation, highlighting the im

portance of the provision of goods and services to overnight visitors including dining, night tim

e activities and attractions.

Key drivers of increased visitation have included growth in the size of the dom

estic m

arket, new visitor m

arkets to Mount Buller, cycling visitors, w

ater-based activity visitors, M

ansfield visitors, the VFR market and holiday hom

e owners. These

visitors are likely to drive different opportunities for the Station precinct, including catering to passing (short stay) visitors, destination based overnight visitors, repeat visitors and visitors utilising M

ansfield as a hub to explore the region (i.e. Cycling).

4.9. VISITOR PROFILE

The following provides a profile of overnight visitors to M

ansfield Shire. A 5 year average has been used to increase the survey sam

ple size and accuracy of results.

PURPOSE OF VISIT

The majority of visitors to M

ansfield Shire are holiday visitors (76%), follow

ed by people visiting friends and relatives (17%

) and business visitors (6%).

FIGURE 18 PURPOSE OF VISIT

Source: Tourism

Research Australia, NVS, 2013-2017

TRAVEL PARTY

Travel party data suggests that the primary dom

estic overnight visitor markets to

Mansfield include:

• Adult couples;

• Friends and relatives travelling together (w

ithout children);

• Fam

ily groups (parents and children); and

• Lone person travellers.

Tourism opportunities for the station precinct should attem

pt to cater to a variety of visitor m

arkets in order to increase the viability and vibrancy of the precinct as well

as to generate the highest benefits in terms of visitor yield and driving increased

visitation.

76%

17%6%

2%0%

20%

40%

60%

80%

Holiday

Visiting friends andrelatives

BusinessOther reason

Average (2013-2017)


36

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AN

SF

IEL

D S

TA

TIO

N P

RE

CIN

CT

AC

TIV

AT

ION

: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

TRAN

SPOR

T

The

maj

ority

of d

omes

tic o

vern

ight

vis

itors

to M

ansf

ield

Shi

re a

re s

elf-d

rive

visi

tors

, w

ith a

sm

all p

erce

ntag

e ar

rivin

g by

oth

er tr

ansp

ort,

incl

udin

g co

ach

(3%

) or

airc

raft

(2%

).

TABL

E 15

TRA

NSP

ORT

Av

erag

e (2

013-

2017

) Se

lf-dr

ive

vehi

cle

95%

O

ther

tran

spor

t 3%

Ai

rcra

ft 2%

To

tal

100%

Sour

ce: T

ouris

m R

esea

rch

Aust

ralia

, NVS

, 201

3-20

17

VISI

TOR

ORIG

IN

The

maj

ority

of

visi

tors

to

Man

sfie

ld S

hire

orig

inat

e in

Vic

toria

(90

%).

Mel

bour

ne

alon

e ac

coun

ts fo

r 59%

of d

omes

tic o

vern

ight

vis

itatio

n. T

he p

ropo

rtion

of v

isita

tion

from

oth

er s

tate

s is

rela

tivel

y m

inor

com

pare

d to

Vic

toria

.

The

maj

ority

of d

omes

tic o

vern

ight

vis

itors

to M

ansf

ield

are

sel

f-driv

e vi

sito

rs fr

om

Mel

bour

ne, w

ho w

ill li

kely

pas

s th

e pr

ecin

ct o

n ar

rival

to M

ansf

ield

. The

pre

cinc

t has

hi

gh e

xpos

ure

to th

e vi

sito

r mar

ket,

whi

ch m

ay p

rom

ote

inci

dent

al v

isita

tion

or in

spire

by

pass

ing

visi

tors

to re

visi

t Man

sfie

ld a

nd th

e pr

ecin

ct in

the

futu

re.

TABL

E 16

ORI

GIN

So

urce

: Tou

rism

Res

earc

h Au

stra

lia, N

VS, 2

013-

2017

TOUR

ISM

NOR

TH E

AST

PROD

UCT

PILL

ARS

AND

TARG

ET M

ARKE

TS

Tour

ism

Nor

th E

ast

is t

he r

egio

nal

tour

ism

boa

rd f

or t

he H

igh

Coun

try r

egio

n,

incl

udin

g Al

pine

, Ben

alla

, Ind

igo,

Man

sfie

ld, T

owon

g an

d W

anga

ratt

a Sh

ires

and

Falls

Cr

eek,

Mt B

ulle

r and

Mt H

otha

m A

lpin

e Re

sorts

.

Tour

ism

Nor

th E

ast

focu

s th

eir

stra

tegi

c ef

fort

s on

the

reg

ions

pro

duct

pill

ars,

co

nsid

ered

stre

ngth

s an

d dr

iver

s of

tour

ism

. The

se in

clud

e:

• Cy

cle

Tour

ism

;

• Fo

od, w

ine

and

craf

t bee

r;

• Sn

ow;

• N

atur

e-ba

sed

Tour

ism

;

• Ar

ts a

nd C

ultu

ral H

erita

ge.

Man

sfie

ld to

uris

m p

rodu

ct a

nd e

xper

ienc

es a

lign

to a

num

ber o

f the

se p

rodu

ct p

illar

s,

incl

udin

g cy

cle

tour

ism

, sno

w a

nd n

atur

e-ba

sed

tour

ism

, with

em

ergi

ng s

treng

ths

in

food

, win

e an

d cr

aft b

eer a

nd a

rts

and

cultu

ral h

erita

ge.

The

Hig

h Co

untry

als

o at

trac

ts t

wo

key

visi

tor

mar

ket

segm

ents

, whi

ch t

hey

also

ta

rget

in th

eir m

arke

ting

effo

rts. T

hese

mar

kets

incl

ude:

• Li

fest

yle

Lead

ers:

Life

styl

e Le

ader

s ar

e pr

ogre

ssiv

e, e

duca

ted

and

prof

essi

onal

in

divi

dual

s w

ho a

ctiv

ely

seek

out

new

exp

erie

nces

. The

y en

joy

an a

ctiv

e so

cial

lif

e an

d ha

ve e

xten

sive

soc

ial n

etw

orks

in w

hich

the

y ar

e vi

ewed

as

trus

ted

advi

sors

and

influ

ence

rs o

f oth

ers.

The

y ar

e hi

gher

in a

fflue

nce

and

disc

retio

nary

4%

90%

59%

3%2%

1%1%

0%0%

0%20%

40%

60%

80%

100%

New

Sou

thW

ales

Vict

oria

Mel

bour

neQu

eens

land

Sout

hAu

stra

liaW

este

rnAu

stra

liaTa

sman

iaN

orth

ern

Terri

tory

ACT

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18

FI

GURE

19

TRAV

EL P

ARTY

So

urce

: Tou

rism

Res

earc

h Au

stra

lia, N

VS, 2

013-

2017

AGE

OF V

ISIT

ORS

Over

nigh

t vi

sita

tion

is r

elat

ivel

y ev

enly

dis

tribu

ted

acro

ss t

he 5

-yea

r ag

e gr

oups

be

twee

n 25

to 5

4 ye

ars,

like

ly re

flect

ing

the

vario

us tr

avel

par

ty ty

pes

and

show

ing

that

the

Shire

attr

acts

a d

iver

sity

of v

isito

rs.

FIGU

RE 2

0 VI

SITO

R AG

E

So

urce

: Tou

rism

Res

earc

h Au

stra

lia, N

VS, 2

013-

2017

VISI

TOR

ACTI

VITI

ES

Tabl

e 14

sho

ws

the

top

15 a

ctiv

ities

und

erta

ken

by d

omes

tic o

vern

ight

vis

itors

to

Man

sfie

ld. T

he ta

ble

show

s th

at k

ey d

river

s of

vis

itatio

n in

clud

e so

cial

act

iviti

es a

nd

natu

re-b

ased

act

iviti

es.

Visi

tors

to

Man

sfie

ld S

hire

hav

e a

high

er p

rope

nsity

to

enga

ge i

n na

ture

-bas

ed

activ

ities

com

pare

d to

vis

itors

to

regi

onal

Vic

toria

, sh

owin

g th

is a

s a

dist

inct

co

mpe

titiv

e ad

vant

age

for t

he re

gion

.

The

prop

ortio

n of

vis

itors

who

eat

out

/din

e ou

t w

as l

ess

for

Man

sfie

ld w

hen

com

pare

d to

the

regi

onal

Vic

toria

n av

erag

e.

TABL

E 14

TOP

15

ACTI

VITI

ES U

NDE

RTAK

EN

M

ansf

ield

Av

erag

e

( 201

3-20

17)

Reg

iona

l Vic

( 2

013-

2017

) Ty

pe

Eat o

ut /

din

e at

a re

stau

rant

an

d/or

caf

e 49

%

56%

So

cial

Visi

t frie

nds

& re

lativ

es

30%

44

%

Soci

al

Pubs

, clu

bs, d

isco

s et

c 27

%

21%

So

cial

Si

ghts

eein

g/lo

okin

g ar

ound

27

%

27%

Cu

ltura

l Bu

shw

alki

ng /

rain

fore

st w

alks

25

%

15%

N

atur

e-Ba

sed

Visi

t nat

iona

l par

ks /

sta

te p

arks

24

%

13%

N

atur

e-Ba

sed

Snow

ski

ing

15%

1%

N

atur

e-Ba

sed

Oth

er o

utdo

or a

ctiv

ities

14

%

4%

Nat

ure-

Base

d G

o sh

oppi

ng fo

r ple

asur

e 13

%

19%

So

cial

Fi

shin

g 12

%

6%

Nat

ure-

Base

d

Wat

er a

ctiv

ities

/ s

port

s 10

%

4%

Nat

ure-

Base

d Pi

cnic

s or

BBQ

s 9%

7%

So

cial

Ex

erci

se, g

ym o

r sw

imm

ing

8%

5%

Oth

er

Go

to m

arke

ts

8%

9%

Cultu

ral

Cycl

ing

7%

3%

Nat

ure-

Base

d

Sour

ce: T

ouris

m R

esea

rch

Aust

ralia

, NVS

, 201

3-20

17

28%

27%

23%

12%

7%

2%2%

0%5%10%

15%

20%

25%

30%

Adul

t cou

ple

Frie

nds

orre

lativ

estra

velli

ngto

geth

er(w

ithou

tch

ildre

n)

Fam

ily g

roup

(par

ents

and

child

ren)

Trav

ellin

gal

one

Frie

nds

orre

lativ

estra

velli

ngto

geth

er(w

ithch

ildre

n)

Busi

ness

asso

ciat

estra

velli

ngto

geth

er(w

ithou

tsp

ouse

)

Othe

r

Aver

age

(201

3-20

17)

7%7%

11%

8%9%

11%

8%

11%

7%8%

5%4%

2%1%

0%5%10%

15%

15-1

920

-24

25-2

930

-34

35-3

940

-44

45-4

950

-54

55-5

960

-64

65-6

970

-74

75-7

980

+

Serie

s1


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4.11. FUNCTIONS AND EVENTS

PRIVATE FUNCTION

AND EVENT VENUES

A high-level desktop audit shows that there is a lack of larger private function and

event spaces in the Mansfield urban centre, w

hich has also been confirmed through

consultation. Current function spaces are primarily associated w

ith existing dining establishm

ents, hotels or clubs.

Given the precincts unique location and setting, there m

ay be opportunity for the incorporation of a contem

porary function and events space in the precinct.

OPEN EVEN

TS

As discussed in Section 2.3, the Station Precinct is currently utilised for events including as a start/finish point for the M

ansfield Half M

arathon and Fun Run and cycling events.

There are also a number of other events in M

ansfield, that have do not utilise the precinct, but are im

portant events for Mansfield Shire, these include:

• The M

ansfield Tour (cycling) – a road cycling race held in three stages. The

event was held on the 17

th and 18th of M

arch in 2018.

• M

ansfield Bush Market –

located on Highett Street in the tow

n centre, the M

ansfield Bush Market is held annually and is a popular m

arket for locals and visitors.

• M

ansfield Producers Springtime Tw

ilight Food Artisans Fare – includes food

and entertainment, local artisans and fresh produce. Located in M

ansfield Botanic Park.

• M

ansfield Farmer’s M

arket – H

eld year round in the Mansfield m

edian strip.

• M

ansfield Country Wom

en’s Association (CWA) M

arket – held m

onthly in the CW

A Hall, this m

arket includes home-m

ade baked goods and produce.

• FReeZa Rock Out Youth Concert –

A youth concert held on the Mansfield

Median Strip.

• CFA / Em

ergency Services Torchlight Procession and Fireworks –

Held on the

Mansfield Recreation Reserve Oval in N

ovember.

• M

ansfield High Country Festival –

Held over five days in N

ovember, the festival

includes village

fairs, food

and w

ine, art

and exhibitions,

parades and

horseracing.

• Targa Fest –

a car event, held in the town centre.

• AN

ZAC Day Dawn Service and M

arch – com

mencing outside the RSL H

all. •

Day on High Vintage Celebrations –

A showcase of regional w

ines, gourmet food

and live music, held in tow

n.

FUNCTION

S AND EVENTS: KEY FINDIN

GS

The precinct provides a unique opportunity to fill a gap in the provision of private function and events spaces in the M

ansfield urban area. The unique setting of the precinct in close proxim

ity to residential settlement and visitor m

arket makes the

precinct favourable for the establishment of a function and event space. A private

event space could be part of a multi-purpose venue, such as a restaurant, brew

ery or distillery.

There is opportunity to increase the functionality of the precinct to host more public

events, both as a starting and finishing point for sporting events (cycling, running) as w

ell as through staging more form

alised events, such as arts and cultural events. In particular, the precinct could play a role in hosting night events, to increase the night tim

e product offering and catering to the growing num

ber of overnight visitors. This could include night m

arkets, music and entertainm

ent.

38

MA

NS

FIE

LD

ST

AT

ION

PR

EC

INC

T A

CT

IVA

TIO

N: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

4.10. ACCOMM

ODATION

OVERNIGHT VISITOR ACCOM

MODATION PROFILE

Figure 21 shows the visitor profile of the dom

estic overnight visitor market to

Mansfield. The m

ajority of overnight visitors stay at a friends’ or relatives’ property (24%

) reflecting VFR visitors, followed by a hotel/resort or m

otor inn (16%), non-

comm

ercial camping (16%

), own property (15%

) which reflects the holiday hom

e ow

ner population.

A higher proportion of visitors stay in a friends’ or relatives’ property and in hotels/resorts and m

otels in regional Victoria when com

pared with M

ansfield.

COMM

ERCIAL ACCOMM

ODATION SUPPLY

Mansfield has a num

ber of local comm

ercial accomm

odation establishments in and

around the town centre. The prim

ary accomm

odation type is motels / m

otor inns and hotels, providing supply of approxim

ately 114 rooms, typically ranging from

around $115 to $225 per night. The m

ajority of establishments are around 3.5 stars in quality.

Other comm

ercial accomm

odation types include boutique self-contained rooms and

bed and breakfasts. These types of establishments account for around 30 room

s.

There are also two holiday / caravan parks near the M

ansfield town centre, w

hich provide cabin accom

modation.

ACCOMM

ODATION: KEY FINDIN

GS

Previous strategic work has noted visitor accom

modation as an opportunity for

Mansfield, specific opportunities identified have included a bike hotel, integrated

resort and long and short term accom

modation for visitors and tem

porary staff.

There m

ay be

opportunity for

reinvestment

in existing

accomm

odation establishm

ents in Mansfield and/or the establishm

ent of new accom

modation,

however, it is unlikely that the Station Precinct w

ould have a role to play in the provision of accom

modation on site. This opportunity is likely better suited to

strategic comm

ercial land in and around the town centre. There m

ay be opportunity

for adjoining land to the precinct to play a role in the provision of some visitor

accomm

odation. Potential sites for investigation might include the Saw

mill site

and the former Saleyards site on the south side of the M

aroondah Highw

ay.

FIGURE 21 OVERNIG

HT VISITOR ACCOM

MODATION

PROFILE

0% 1% 1% 2% 4%

11%

11%

15% 16%

16%

24%

0% 0% 1% 2% 2%

8%

12%

8%

7%

21%

38%

0%5%

10%15%

20%25%

30%35%

40%45%

Other comm

ercial accomm

odation

Backpacker or hostel

Other Accomm

odation

Guest house or Bed & Breakfast

Other Private Accomm

odation

Rented house/apartment/flat or unit

Caravan park or comm

ercial camping ground

Own property

Caravan or camping - non com

mercial

Hotel/resort/m

otel or motor Inn

Friends or relatives property

Regional Vic. Average (2013-2017)M

ansfield Average (2013-2017)


UR

BA

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PR

ISE

41

O

CT

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ER

20

18

VI

SITO

R IN

FORM

ATIO

N: K

EY F

INDI

NGS

The

driv

ers

of th

e ga

tew

ay V

IC in

Man

sfie

ld s

till r

emai

n to

day,

how

ever

, with

glo

bal

chan

ges

to in

form

atio

n pr

ovis

ion

and

cons

umpt

ion,

the

form

at o

f the

VIC

is a

t ris

k of

bec

omin

g ou

tdat

ed. T

his

proj

ect m

ay p

rovi

de th

e op

portu

nity

to t

rans

ition

the

VI

C m

odel

in M

ansf

ield

to a

mor

e co

ntem

pora

ry o

ne.

Deliv

ery

of v

isito

r in

form

atio

n se

rvic

es m

ust

cons

ider

the

im

porta

nce

of o

nlin

e in

form

atio

n, t

he a

bilit

y to

ext

ract

add

ition

al e

cono

mic

ben

efit

from

vis

itors

, the

se

rvic

e co

sts

to C

ounc

il an

d vi

sito

r ne

ed b

oth

in t

he lo

catio

n an

d ro

le o

f vi

sito

r se

rvic

ing.

The

re m

ay b

e an

opp

ortu

nity

to p

rovi

de a

mor

e co

ntem

pora

ry a

nd re

fined

vi

sito

r inf

orm

atio

n se

rvic

e w

ithin

the

prec

inct

. Thi

s co

uld

incl

ude

cons

ider

atio

n of

co

mbi

ning

vis

itor

serv

icin

g w

ith a

des

tinat

ion

attra

ctio

n su

ch a

s th

e cy

clin

g hu

b co

ncep

t. Th

is a

dvic

e is

pre

limin

ary

only

. The

role

of v

isito

r inf

orm

atio

n pr

ovis

ion

in

Man

sfie

ld S

hire

and

the

reg

ion

may

nee

d to

be

cons

ider

ed a

s pa

rt of

a m

ore

deta

iled

feas

ibili

ty s

tudy

.

4.13

. SUM

MAR

Y OF

KEY

DRI

VERS

The

follo

win

g pr

ovid

es a

sum

mar

y of

the

key

driv

ers

rele

vant

to th

e co

mm

erci

al a

nd

tour

ism

opp

ortu

nitie

s fo

r the

pre

cinc

t, in

clud

ing:

• St

rate

gic

loca

tion:

The

pre

cinc

t is

str

ateg

ical

ly l

ocat

ed a

t th

e ga

tew

ay t

o M

ansf

ield

fro

m t

he w

est

and

book

ends

the

tow

n ce

ntre

. It

attr

acts

a h

igh

amou

nt o

f pas

sing

traf

fic a

nd is

eas

ily a

cces

sibl

e to

vis

itors

and

resi

dent

s.

• Ex

istin

g pr

ecin

ct a

sset

s: T

he p

reci

nct h

as a

num

ber o

f exi

stin

g as

sets

incl

udin

g th

e ra

il tr

ail,

visi

tor i

nfor

mat

ion

cent

re, f

orm

er ra

ilway

bui

ldin

gs a

nd g

oods

she

d an

d w

etla

nds

whi

ch in

fluen

ce t

he p

oten

tial c

omm

erci

al o

ppor

tuni

ties

for

the

prec

inct

.

• A

deve

lopi

ng a

nd e

volv

ing

land

use

con

text

: lan

d us

e is

cha

ngin

g ar

ound

the

pr

ecin

ct, in

clud

ing

thro

ugh

resi

dent

ial d

evel

opm

ent a

nd o

ppor

tuni

ties

for m

ixed

us

e an

d co

mm

erci

al d

evel

opm

ent.

This

will

hav

e im

plic

atio

ns fo

r the

role

of t

he

prec

inct

thro

ugh

its s

ervi

cing

of g

row

ing

resi

dent

ial s

ettle

men

ts w

ithin

a s

hort

wal

kabl

e ca

tchm

ent a

nd th

e co

mm

erci

al d

evel

opm

ent o

ppor

tuni

ties

adja

cent

to

the

site

.

• Cy

clin

g: T

he re

gion

sup

port

s a

stro

ng c

yclin

g m

arke

t, dr

iven

by

regi

onal

cyc

ling

asse

ts i

nclu

ding

the

Gre

at V

icto

rian

Rail

Trai

l, M

t Bu

ller

and

road

cyc

ling.

Pr

opos

ed in

vest

men

ts in

cyc

ling

in M

ansf

ield

and

the

wid

er re

gion

will

incr

ease

th

e ro

le o

f Man

sfie

ld a

s a

cycl

ing

dest

inat

ion

and

hub.

• Po

pula

tion

and

dem

ogra

phic

s: T

here

has

bee

n ve

ry s

trong

pop

ulat

ion

grow

th

acro

ss M

ansf

ield

Shi

re a

nd th

e Ur

ban

Cent

re. P

re-re

tiree

s an

d re

tiree

s in

clud

ing

lifes

tyle

res

iden

ts h

ave

been

a p

rimar

y dr

iver

of t

his

grow

th a

cros

s M

ansf

ield

Sh

ire, h

owev

er, f

amili

es w

ith y

oung

er c

hild

ren

have

als

o be

en a

key

driv

er o

f gr

owth

with

in th

e M

ansf

ield

Urb

an C

entre

.

• H

ousi

ng d

evel

opm

ent

and

chan

ge:

Ther

e ha

s be

en s

tron

g gr

owth

in

the

resi

dent

ial s

ecto

r on

the

back

of s

tron

g po

pula

tion

grow

th. H

owev

er, t

here

is a

di

stin

ct l

ack

of d

iver

sity

in

the

hous

ing

mar

ket,

this

may

cre

ate

futu

re

oppo

rtun

ities

for h

ighe

r den

sity

resi

dent

ial d

evel

opm

ent i

n an

d ar

ound

the

tow

n ce

ntre

and

the

Sta

tion

Prec

inct

as

the

dem

ogra

phic

pro

file

of t

he p

opul

atio

n ev

olve

s. M

ansf

ield

als

o ha

s a

high

non

-resi

dent

pop

ulat

ion,

ref

lect

ing

a la

rge

40

M

AN

SF

IEL

D S

TA

TIO

N P

RE

CIN

CT

AC

TIV

AT

ION

: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

4.12

. VIS

ITOR

INFO

RMAT

ION

The

Man

sfie

ld V

isito

r Inf

orm

atio

n Ce

ntre

(VIC

) is

cur

rent

ly lo

cate

d w

ithin

the

Stat

ion

Prec

inct

. It i

s an

acc

redi

ted

and

staf

fed

VIC,

whi

ch o

ccup

ies

a la

rge

build

ing

foot

prin

t. It

prev

ious

ly in

clud

ed a

sub

stan

tial b

ooki

ng s

ervi

ce, h

owev

er, w

ith th

e ris

e of

onl

ine

book

ings

, thi

s fu

nctio

n of

the

VIC

has

been

redu

ced.

WAL

K IN

VIS

ITOR

S

The

VIC

has

attr

acte

d an

ave

rage

of a

lmos

t 45,

000

wal

k-in

vis

itors

per

yea

r bet

wee

n 20

11 a

nd 2

017,

how

ever

, the

num

ber

of w

alk-

in v

isito

rs h

as d

eclin

ed s

ince

201

4,

refle

ctin

g br

oade

r tre

nds

in V

IC v

isita

tion.

The

VIC

als

o ch

ange

d its

ope

ratin

g ho

urs

in 2

017,

whi

ch m

ay h

ave

also

impa

cted

on

the

num

ber o

f wal

k-in

vis

itors

to th

e VI

C.

Alth

ough

wal

k-in

vis

itatio

n ha

s be

en d

eclin

ing,

the

data

sug

gest

s th

at th

ere

may

stil

l be

a d

eman

d fo

r a

pers

onal

, vi

sito

r in

form

atio

n pr

esen

ce i

n th

e pr

ecin

ct o

r in

M

ansf

ield

in g

ener

al, w

ith th

e VI

C at

trac

ting

over

33,

000

wal

k-in

vis

itors

in 2

017.

FIGU

RE 2

2 M

ANSF

IELD

VIS

ITOR

INFO

RMAT

ION

CEN

TRE

– W

ALK-

IN S

TATI

STIC

S

So

urce

: Man

sfie

ld S

hire

Cou

ncil,

2018

Not

e: C

hang

ed o

peni

ng h

ours

in 2

017

(10a

m-3

pm),

may

hav

e im

pact

ed v

isita

tion

A CH

ANGI

NG

LAND

SCAP

E

Ther

e ha

ve b

een

a nu

mbe

r of

key

cha

nges

to

the

Visi

tor

Info

rmat

ion

land

scap

e re

leva

nt to

the

Man

sfie

ld V

IC, t

hese

incl

ude:

• Di

gita

l Inf

orm

atio

n: T

he ri

se o

f dig

ital i

nfor

mat

ion

has

chan

ged

the

way

vis

itors

ac

cess

and

con

sum

e in

form

atio

n, t

his

incl

udes

thr

ough

onl

ine

book

ing

and

revi

ew s

ites

and

thro

ugh

acce

ss to

info

rmat

ion

in re

gion

on

mob

ile d

evic

es T

his

has

gene

rally

resu

lted

in a

dec

reas

e in

the

num

ber

of w

alk

in v

isito

rs t

o VI

Cs

acro

ss V

icto

ria.

• Lo

catio

n: T

he M

ansf

ield

VIC

is lo

cate

d at

the

gat

eway

of t

own.

Gat

eway

VIC

s w

ere

a co

mm

on a

ppro

ach

to p

lann

ing

for

VIC

loca

tions

whe

re i

t co

uld

be

dem

onst

rate

d th

at t

he m

ajor

ity o

f vis

itors

to

a re

gion

wou

ld p

ass

by t

he V

IC.

The

gate

way

loca

tion

for

the

Man

sfie

ld V

IC w

as ju

stifi

ed o

n th

is b

asis

as

it se

rvic

es a

wid

er re

gion

al c

atch

men

t, in

clud

ing

visi

tors

on

thei

r way

to M

t Bul

ler,

Alpi

ne N

atio

nal P

ark

and

Lake

Eild

on. G

atew

ay V

ICs

also

offe

r oth

er a

dvan

tage

s,

incl

udin

g ea

se o

f veh

icle

acc

ess

and

car p

arki

ng. H

owev

er, w

ith th

e ris

e in

the

prov

isio

n of

dig

ital i

nfor

mat

ion

and

onlin

e bo

okin

gs, t

here

has

bee

n a

shift

aw

ay

from

gat

eway

VIC

loca

tions

, in

favo

ur o

f in

tow

n lo

catio

ns o

r ro

amin

g VI

Cs,

whe

re th

e po

tent

ial f

or in

cide

ntal

vis

itatio

n is

hig

her a

nd e

cono

mic

dev

elop

men

t op

port

uniti

es

can

be

real

ised

th

roug

h in

crea

sed

pote

ntia

l fo

r in

cide

ntal

ex

pend

iture

in fo

od a

nd b

ever

age

esta

blis

hmen

ts a

nd re

taile

rs.

• Si

ze: T

here

has

als

o be

en a

shi

ft aw

ay fr

om V

ICs

with

larg

e bu

ildin

g fo

otpr

ints

in

fav

our

of a

mor

e ad

apta

ble,

stre

amlin

ed p

rovi

sion

of i

nfor

mat

ion,

incl

udin

g th

roug

h m

obile

VIC

s, k

iosk

s an

d ro

amin

g VI

C st

aff a

nd v

olun

teer

s. D

ecre

asin

g bu

ildin

g si

zes

has

also

bee

n a

resu

lt of

the

loss

of t

he b

ooki

ng s

ervi

ce fr

om V

ICs,

re

sulti

ng fr

om th

e ris

e in

onl

ine

book

ing

serv

ices

suc

h as

boo

king

.com

.

• Ac

cred

itatio

n: V

IC a

ccre

dita

tion

guid

elin

es h

ave

also

cha

nged

. Pr

evio

usly

, ac

cred

itatio

n gu

idel

ines

for

Lev

el 1

VIC

s w

ere

very

pre

scrip

tive,

how

ever

, the

ne

w a

ccre

dita

tion

guid

elin

es p

rovi

de g

reat

er fl

exib

ility

for t

he ty

pe a

nd fo

rmat

of

VICs

that

can

obt

ain

accr

edita

tion.

0

1000

0

2000

0

3000

0

4000

0

5000

0

6000

0

2011

2012

2013

2014

2015

2016

2017

TOTA

L


42

MA

NS

FIE

LD

ST

AT

ION

PR

EC

INC

T A

CT

IVA

TIO

N: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

holiday home ow

ner market, this is particularly evident in the areas outside of

the urban centre.

• Em

ployment and business: There has been strong grow

th in employm

ent in M

ansfield. Key growth sectors have included Retail Trade and Accom

modation

and Food Services, emphasising the large service industry in M

ansfield and the grow

th in tourism. The m

ajority of businesses are micro and sm

all to medium

sized businesses, w

hich will have im

plications on the scale of comm

ercial opportunities for the precinct.

• Investm

ent: There has been a lack of investment in the com

mercial and retail

sectors in Mansfield com

paratively to the residential sector. The precinct provides the opportunity to leverage com

mercial investm

ent and jobs growth.

• Tow

n Centre: The Mansfield Structure Plan (2014) found that no-additional

comm

ercial land was required to accom

modate forecast grow

th. The role of com

mercial opportunities in the precinct should therefore be com

plementary to

those provided in the town centre and that are unique to the precinct.

• Tourism

: Tourism is a m

ajor driver of the economy of M

ansfield Shire and facilitates higher service provision com

pared to what w

ould be possible if the visitor m

arket was not present. M

ansfield is a popular overnight destination and attracts a w

ide range of market segm

ents. Opportunities for night time

experiences and

product offer

is an

important

driver of

comm

ercial opportunities to service the overnight visitor m

arket.

• Functions and events: A lack of private function and event spaces in M

ansfield urban centre provides opportunity for the precinct to fill this role, catering to residents and visitors. The precinct also provides opportunity to leverage and build on M

ansfield’s public events profile.

• Visitor inform

ation: The changing nature of visitor information provision on the

back of the rise of digital information and changing consum

er preferences provides the opportunity to revisit the w

ay visitor information is provided in

Mansfield and the precinct.

UR

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18

5. COM

MERCIAL AND TOURISM

OPPORTUNITIES

5.1. INTRODUCTION

The following section provides a sum

mary of the target m

arkets and comm

ercial and tourism

opportunities

for the

precinct based

on the

economic

and tourism

assessm

ent included in this report.

5.2. TARGET MARKETS

The following provides a sum

mary of the key target m

arkets for which com

mercial

and tourism opportunities for the Station Precinct should target:

• Fam

ilies – A grow

ing segment of the M

ansfield population, particularly within

the Mansfield Urban Centre.

• Lifestyle Residents, Pre and Sem

i-Retirees – A strong and grow

ing market

across Mansfield Shire.

• Lifestyle Leaders - progressive, educated and professional individuals w

ho actively seek out new

experiences. These visitors travel frequently and have higher than average expenditure, m

aking them a key m

arket in achieving strong return on tourism

investment.

• H

abituals – tend to return to a consistent location and often travel w

ith the same

group. These visitors would already be fam

iliar with the M

ansfield and regional product offer. They m

ay include repeat visitors such as those visiting the snow,

lakes, and other nature-based assets in the region.

• Cycle Tourists –

A specific and important m

arket for Mansfield Shire, driven by

outstanding cycle tourism product in the region.

• N

ature Based Visitors – A strong m

arket to the region based on the diverse array of nature-based product. These visitors m

ay pass through Mansfield or utilise

Mansfield as a base for regional exploration.

• H

oliday Hom

e Owners –

Mansfield has a high proportion of holiday hom

e ow

ners. These

visitors are

repeat visitors,

providing recurring

in region

expenditure.

5.3. PRECINCT OPPORTUNITIES

Table 17 provides an overview of opportunities explored for the precinct and those

that align to the target markets and the precinct site and context. Aligned and non-

aligned opportunities are discussed in more detail on the follow

ing pages.

TABLE 17 PRECINCT OPPORTUN

ITIES AND ALIG

NM

ENT

Opportunities

Align to Target M

arkets Aligns to Precinct and Site Context

Cycle Hub

ü

ü

Dining ü

ü

Functions and Events

ü

ü

Brewery / Distillery

ü

ü

Public Events ü

ü

Retail (boutique)

ü

ü

Office û

û

Accom

modation

ü

û

Housing

ü

û

Agri-Tourism H

ub ü

û

Active Nature-Based H

ub ü

ü

Play Space

ü

ü

Source: Urban Enterprise, 2018


UR

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45

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18

BR

EWER

Y/DI

STIL

LERY

, DIN

ING,

DRI

NKS

, FUN

CTIO

NS

AND

EVEN

T SP

ACE

Ther

e is

opp

ortu

nity

to

inco

rpor

ate

a m

ulti-

purp

ose

hosp

italit

y sp

ace

with

in t

he

prec

inct

. Thi

s co

uld

incl

ude

a br

ewer

y an

d/or

dis

tille

ry, d

inin

g, b

ar a

nd fu

nctio

ns a

nd

even

t spa

ces.

Thi

s w

ould

add

to th

e ni

ght t

ime

prod

uct o

ffer o

f Man

sfie

ld a

nd c

ater

to

the

gro

win

g ov

erni

ght

visi

tor

mar

ket,

as w

ell a

s co

mpl

emen

t th

e cy

cle

and

hike

to

uris

m h

ub c

once

pt. T

he s

ettin

g of

the

prec

inct

lend

s its

elf t

o cr

eatio

n of

a d

inin

g an

d ev

ents

exp

erie

nce

with

a p

oint

of d

iffer

ence

.

The

form

er G

oods

She

d w

ould

pro

vide

a u

niqu

e bu

ildin

g w

hich

cou

ld b

e re

purp

osed

an

d ex

tend

ed fo

r thi

s pu

rpos

e.

Littl

e Cr

eatu

res

Geel

ong

(alth

ough

at a

muc

h la

rger

sca

le),

prov

ides

a g

ood

exam

ple

of t

he c

o-lo

catio

n of

a b

rew

ery,

din

ing

and

func

tions

and

eve

nt s

pace

s, c

ater

ing

to

the

loca

l and

vis

itor m

arke

t.

EVEN

TS H

UB

The

prec

inct

cou

ld b

e su

ppor

ted

for m

ore

publ

ic e

vent

s. E

vent

type

s w

hich

wou

ld b

e su

ited

to th

e pr

ecin

ct in

clud

e:

• Cy

clin

g an

d sp

ortin

g ev

ents

– le

vera

ging

the

cyc

le a

nd h

ike

hub

conc

ept

and

infra

stru

ctur

e, t

he p

reci

nct

wou

ld b

e a

good

hub

for

roa

d cy

clin

g ev

ents

and

fa

mily

fri

endl

y cy

clin

g ev

ents

. Ot

her

spor

ting

even

ts

such

as

fu

n ru

ns,

mar

atho

ns o

r run

and

ride

eve

nts.

Thi

s w

ould

als

o in

crea

se a

ctiv

atio

n an

d us

e of

the

rail

trai

l.

• M

arke

ts –

The

pre

cinc

t cou

ld h

ost b

outiq

ue m

arke

ts, i

nclu

ding

nig

ht m

arke

ts,

to a

dd to

the

nigh

t tim

e pr

oduc

t offe

r of M

ansf

ield

.

• Op

en A

ir Ci

nem

a –

The

pre

cinc

t cou

ld b

e ut

ilise

d as

an

open

-air

cine

ma

spac

e du

ring

the

war

mer

mon

ths

of th

e ye

ar.

• En

tert

ainm

ent

– T

he p

reci

nct

coul

d be

util

ised

for

sm

all s

cale

mus

ic e

vent

s.

This

cou

ld b

e ex

plor

ed a

s pa

rt o

f a fo

od m

arke

t.

44

M

AN

SF

IEL

D S

TA

TIO

N P

RE

CIN

CT

AC

TIV

AT

ION

: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

5.3.

1. A

LIGN

ED O

PPOR

TUN

ITIE

S AN

D PR

ECIN

CT T

ARGE

TS

The

follo

win

g pr

ovid

es a

n ov

ervi

ew o

f op

portu

nitie

s co

nsid

ered

to

have

str

ong

alig

nmen

t to

both

the

targ

et m

arke

ts a

nd th

e si

te lo

catio

n an

d ch

arac

teris

tics.

CYCL

E HU

B OR

[CYC

LE A

ND H

IKE

HUB

]

Ther

e is

opp

ortu

nity

for

the

pre

cinc

t to

sup

port

a cy

clin

g hu

b , a

s pr

opos

ed in

the

N

orth

Eas

t Vic

toria

Cyc

ling

Optim

isat

ion

Mas

terp

lan

(201

7). T

he c

yclin

g hu

b w

ould

ca

pita

lise

and

driv

e gr

owth

in

the

cycl

ing

mar

ket

to M

ansf

ield

. It

wou

ld a

lso

com

plem

ent

othe

r pr

opos

ed c

yclin

g in

frast

ruct

ure

proj

ects

pro

pose

d fo

r M

ansf

ield

in

the

NEV

CO M

aste

rpla

n.

Man

sfie

ld is

in a

uni

que

posi

tion

to le

vera

ge m

ultip

le c

yclin

g m

arke

ts in

clud

ing

rail

trai

l rid

ers,

road

cyc

lists

and

mou

ntai

n bi

ke ri

ders

. Pro

pose

d de

velo

pmen

ts o

f cyc

ling

infra

stru

ctur

e in

Man

sfie

ld w

ill fu

rthe

r inc

reas

e th

e vi

abilit

y of

a c

yclin

g hu

b.

The

cycl

ing

hub

shou

ld b

e a

mul

ti-pu

rpos

e sp

ace.

It c

ould

incl

ude:

• Re

tail

com

pone

nt;

• Ca

fé;

• Bi

ke s

ervi

cing

and

mai

nten

ance

;

• Bi

ke h

ire;

• Vi

sito

r inf

orm

atio

n co

mpo

nent

(in

clud

ing

a sm

all d

esk

or k

iosk

spa

ce);

• A

park

and

ride

hub

;

• A

base

for l

ocal

cyc

ling

club

s;

• Cy

clin

g to

ur o

pera

tors

;

• Sh

uttle

ser

vice

; and

• St

orag

e an

d lo

cker

s.

The

exis

ting

visi

tor

info

rmat

ion

cent

re c

ould

be

repu

rpos

ed t

o ac

com

mod

ate

the

cycl

ing

hub

or th

is c

ould

be

with

in a

pur

pose

bui

lt sp

ace.

Ther

e is

opp

ortu

nity

to e

xpan

d th

is c

once

pt to

incl

ude

addi

tiona

l act

ive

natu

re a

nd

recr

eatio

n ba

sed

activ

ities

as

part

of t

he h

ub. T

he re

gion

incl

udes

a la

rge

amou

nt o

f ac

tive

natu

re-b

ased

act

iviti

es (

boat

ing,

sno

w s

kiin

g, h

ikin

g/bu

shw

alki

ng,

fishi

ng,

cycl

ing)

, how

ever

, not

all

of th

ese

activ

ities

are

con

side

red

appr

opria

te fo

r inc

lusi

on

with

an

expa

nded

cyc

le h

ub c

once

pt.

Activ

e na

ture

-bas

ed a

ctiv

ities

whi

ch a

re

cons

ider

ed to

hav

e al

ignm

ent w

ith a

cyc

le h

ub a

s w

ell a

s al

igni

ng to

targ

et m

arke

ts

and

the

prec

inct

con

text

incl

ude

bush

wal

king

, hik

ing

and

trai

l run

ning

. The

se s

peci

fic

activ

ities

cou

ld b

e ex

plor

ed a

s pa

rt o

f an

exp

ande

d hu

b co

ncep

t, w

hich

cou

ld b

e po

sitio

ned

as a

cyc

le a

nd h

ike

hub.

A c

ycle

and

hik

e hu

b co

uld

leve

rage

on

all t

he

com

pone

nts

of a

cyc

le h

ub in

clud

ing

the

shut

tle s

ervi

ce, p

ark

and

hike

, tou

rs, s

tora

ge

and

expa

nd to

incl

ude

hiki

ng g

ear a

nd in

form

atio

n on

trai

ls.

Activ

ities

whi

ch a

re n

ot c

onsi

dere

d ap

prop

riate

in a

n ex

pand

ed c

ycle

and

hik

e hu

b co

ncep

t in

clud

e fis

hing

, boa

ting

and

snow

spo

rts.

Fis

hing

and

boa

ting

visi

tors

will

typi

cally

trav

el d

irect

ly to

the

dest

inat

ion.

The

se a

ctiv

ities

als

o lik

ely

requ

ire a

larg

e am

ount

of f

loor

spac

e an

d sp

ecifi

c ve

hicl

e ac

cess

requ

irem

ents

. The

se a

ctiv

ities

als

o do

not

hav

e si

gnifi

cant

alig

nmen

t w

ith t

he li

fest

yle

lead

er m

arke

t se

gmen

t. Sn

ow

spor

ts is

als

o no

t co

nsid

ered

app

ropr

iate

as

ther

e is

an

exis

ting

busi

ness

(Bu

ller

Spor

ts),

loca

ted

oppo

site

the

prec

inct

and

this

act

ivity

is in

activ

e fo

r maj

ority

of t

he

year

.


46

MA

NS

FIE

LD

ST

AT

ION

PR

EC

INC

T A

CT

IVA

TIO

N: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

PLAY SPACE

An interesting and unique play space could be incorporated into the precinct, which

caters to the growing fam

ily market in M

ansfield to increase activation of the precinct at various tim

es of the day and assist in the viability of comm

ercial activities. The play space could be done in a natural and contem

porary way so as to not detract

from the natural and authentic feeling of the precinct. The play space could potentially

be located adjacent to a café to allow parents to have active surveillance of their

children while dining.

BOUTIQUE RETAILERS

There is opportunity to incorporate boutique retailers into the precinct to complem

ent the tourism

function of the precinct and increase the hub of tourism uses and

activities. Boutique retailers could include homew

ares, artisan products, local produce and w

ine, gallery space.

COMPLEM

ENTARY USES

Other uses which w

ould support the overall opportunities for the precinct (particularly tourism

uses) would include:

• Provision of adequate car parking both to support the proposed increase com

mercial activities on site as w

ell as the cycle park and ride facilities.

• Signage including precinct identification, w

ayfinding and interpretive signage.

• Open space;

• Trail netw

ork to link to surrounding residential development areas as w

ell as providing

a precinct

walking

/ fam

ily friendly

cycling loop

to increase

attractiveness of the precinct.

• Public

realm

improvem

ents, including

seating, lighting,

hard and

soft landscaping.

5.3.2. NON-ALIGN

ED OPPORTUNITIES

Other key comm

ercial opportunities

which

have been

assessed but

are not

considered to be high priority comm

ercial and tourism opportunities based on their

alignment w

ith target markets and the site location and characteristics include:

• Accom

modation –

Although there is an opportunity for reinvestment and new

investm

ent in accomm

odation in Mansfield Shire, the precinct is likely not

suitable for accomm

odation. How

ever, areas adjacent to the precinct, including the m

ixed-use zone area, sawm

ill site and comm

ercial areas on the south side of the M

aroondah Highw

ay, may be m

ore appropriate for the development of

visitor accomm

odation and would reinforce the tourism

role of the precinct.

UR

BA

N E

NT

ER

PR

ISE

47 O

CT

OB

ER

20

18

•

Office Space –

Office space is not considered to be a high priority comm

ercial opportunity for the precinct, as this opportunity could be readily developed in existing com

mercial areas of the tow

n centre. How

ever, comm

ercial office developm

ent could be encouraged around the precinct to reinforce activation of the precinct during daytim

e periods and mid-w

eek.

• H

ousing –

The

precinct is

not considered

to be

suitable for

housing developm

ent, rather, it should provide a central hub to service surrounding residential developm

ent.

• Agri-Tourism

Hub –

an agri-tourism hub w

as considered as part of the precinct, how

ever, the precinct is not considered to be an ideal location for this concept. This concept m

ay be more suitable on farm

or in a more rural setting. Further

work w

ould likely be required to determine this m

arket opportunity and the scope of this concept.


48

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RE

CIN

CT

AC

TIV

AT

ION

: E

CO

NO

MIC

AN

D T

OU

RIS

M A

NA

LY

SIS

SJ

B O

N B

EH

AL

F O

F M

AN

SF

IEL

D S

HIR

E C

OU

NC

IL

APPE

NDIC

ES

APPE

NDI

X A

DATA

ARE

AS

Man

sfie

ld S

hire

Dat

a Ar

ea

M

ansf

ield

Urb

an C

entre

Dat

a Ar

ea

Urba

n En

terp

rise

Leve

l 1 3

02-3

04 B

arkl

y St

reet

, Br

unsw

ick

VIC

3056

(03)

948

2 38

88

ww

w.u

rban

ente

rpris

e.co

m.a

u

Appendix COnline Survey Results

Mansfield Shire Council


Mansfield Station Precinct Activation Project – Community Survey Results Number of submissions received: 79

1. Please tell us your name:

• Responses not collated 2. Please select the age bracket that best describes you

3. Please select the residential status that best describes you

Other: • Organisation with interest in the precinct

0

5

10

15

20

25

30

35

40

26 - 40 41 - 60 61 - 80

Age

0 10 20 30 40 50 60 70 80

I live in Mansfield Shire permanently

I am a tourist to Mansfield Shire

Other

Residential Status

Mansfield Station Precinct Activation Project – Community Survey Results 4. Please describe your relationship to the precinct?

5. What do you value most about the Precinct?


Mansfield Station Precinct Activation Project – Community Survey Results 6. What is your most likely or preferred way to get to the precinct?

Other:

• Not listed 7. Select what activities and services you would and wouldn't like to see at the Precinct

0 10 20 30 40 50

Walk

Cycle

Regional Coach / Vline

Drive

Other

Getting to the precinct

0

10

20

30

40

50

60

70

80

90

Activities you would and wouldn't like to see in the Precinct

Like Dislike Neutral

Mansfield Station Precinct Activation Project – Community Survey Results 8. List any other activities and services you would like to see in the Precinct Activity Number of

times mentioned

Caravan and camper short term visitor facilities - car parking spaces suitable for caravans and trailers, overnight stay free camp area, coin operated hot showers

5

Information and educational facilities - birds in the wetlands, walking routes with distances and return times.

3

Coffee vendor and historical display incorporated into Visitor Information

Female Shed Adventure Playground, Nature Playground, Flying fox, Space for children & families, interactive learning, accessible playground, adventure play for older youth

24

Cafe Indoor tourist activities Withers Lane end – Carpark, picnic point and include coffee shop or corner store

Additional meeting spaces/rooms, co-working spaces, maker spaces 4 Open air concerts 3 Cycling hub 3 Preservation of historical elements 2 BMX track Preservation of / better Visitor Information Centre and update space 5 Splash Park 8 Coffee shop 2 Community events Big district map Toilet facilities Conference/function facility 2 Picnic facilities Cycle pump-track, cycling skills 5 Brewery & restaurant 4 Drinking point Home for the Family History Group Fitness circuit Art centre, events space, exhibition space 6 Look-out tower Display room for indigenous and local history 4 Dog off-leash Age and accessibility friendly spaces 2 Widen the rail trail Inter-generational activities Parking for floats & yards for horses Community hub – information on local groups and sports


Mansfield Station Precinct Activation Project – Community Survey Results 9. How often would you visit the Precinct? (If the Precinct contained activities and services you've selected from the above list)

A number of images are presented below, please tell us what you like and don't like in regards to the look, feel and type of activity or service Image 1: Aboriginal meeting place, cultural awareness and storytelling space

Comments:

• I think it’s very important to honour the indigenous cultural heritage of this space.

• If appropriate in size without going over the top • Botanical gardens? as they also have space for it and GLIN members use this

space frequently. Fits with existing facilities • It’s an amazing space for teaching cultural awareness • Unsure if this is a permanent piece or a place where it could be a changing

display.

0 5 10 15 20 25 30 35

Daily

2-3 times per week

Weekly

Fortnightly

Monthly

4 times per year

1-2 times per year

Frequency of use

0

10

20

30

40

50

yes no

Image 1

Mansfield Station Precinct Activation Project – Community Survey Results

• Love it, nothing like it in the shire. Important for people of aboriginal heritage and looks great as well. Opens conversations

• I see this as a maintenance issue. I am not opposed to indigenous components to this project but it needs to have longevity.

• Assuming Aboriginal people chose the pattern. • A space for this could make sense, if there are sufficient residents and need.

If regular events were scheduled for visitors. • It looks very bare and boring • I'd need more information on this.

Image 2: Accessible playground

Comments:

• I like the idea but would prefer a more natural look. • Love the idea but not in this precinct • I wouldn’t like to see too much of this precinct given up to formal play

equipment - whether accessible or not. • I’m not sure about another playground of this particular style. Rather a big

adventure play ground with some accessible play equipment • Botanical gardens? existing facilities and required space • Mansfield needs a more interactive playground for gatherings like BBQ's etc.

a playground in this location will encourage active • Important for the well-being of the less able people in our community. But

don’t make it look clinical. Got it in with adventure playground • A playground that uses natural resources entirely would maybe relate back to

the cultural relevance of this space • We already have two great playgrounds, this space could’ve better utilized as

something else I believe • There is nothing like this in our town • A must for our town, for locals and visitors, current park options not all ages or

accessible friendly • Would love to see accessible equipment • A more natural, creative approach would be better. • Would be better situated at the botanical gardens.

0102030405060

yes no

Image 2



• A very poor image has been chosen to portray a playground, what on earth! Why was this photograph chosen???

• I don't see this area being a play area. • Looks like an inner city playground, surely we can do better than this • Accessible equipment doesn't have to have artificial ground cover. See

Federation Square as an example. • Accessible equipment doesn't have to have artificial ground cover. See

Federation Square as an example. Image 3: Adventure playground

Comments:

• This is great. The botanical park does not offer much play • Love to have an exploration garden/play area with a Giant Slide. • Big tick on spaces that encourage unstructured play • Would love it • THIS!!! Awesome!!! could also include all ability equipment • Love it think we really need something like this in town, to go with the other

playground available. The new Benalla one is great • As Mansfield relies heavily on tourists and locals. We are seriously lacking

great challenging nature based activities for kids • Highly needed in Mansfield • Perfect for this area. For tourists and locals • I believe this would be an amazing opportunity for not only the wider

community, but also the tourist side as well • The space should be used to bring generations together in a culturally

respectful way, creating scope for cultures coming together • Mansfield in in dire need of a children's adventure playground that is

integrated into the existing natural landscape.

0

10

20

30

40

50

60

70

80

yes no

Image 3


• Yes I’m the gardens if there’s space but not as the areas main function • The community of young families and visitors are desperate for this. • Much needed nature play for all ages, support healthy living & reduce

childhood obesity in our town • This would be the ideal use of the space for a community of so many young

families • Not necessarily the best place for this. We have the Botanical gardens which

could be better utilised. • I don't see this area being a play area. • Much better and incorporate the aboriginal meeting place within this • This would be IDEAL! A fantastic space for locals and for visitors.

Image 4: Art gallery

Comments:

• Have gallery’s already • I don't mind having an art gallery, but would prefer it to be located close to

other buildings which include the Visitor Information • Local only art & artists • Neutral • Could go inside current Info Centre • To support local artists • To much risk of commercialism, unless used in conjoint with other features • An art gallery could be incorporated into the existing Info Centre buildings • Yes I like the image but I don’t think this is the place for this • The two recent art galleries have closed... why would rate payers fund

another one? • Art galleries are important especially if they are doubled with productive space

such as meeting facilities. • Small only • We have a strong arts/cultural interest in our community and could work with

Benalla Art Gallery • Could be a possibility but there are other galleries in town

0

10

20

30

40

50

60

yes no

Image 4


Mansfield Station Precinct Activation Project – Community Survey Results Image 5: BMX track

• Love this idea. • Definitely not - already a BMX track at Merrijig • Getting kids active is a fantastic idea. Low cost for families to get involved • I think this space could be placed at a better location like the Old Tip Site in

Rifle Butts Road • This should go in the area behind the tennis courts - the reserve there would

be perfect • There is a track in town already • Only caters to a very specific group of people. Most people I know would

never use it. Mostly young families and retirees moving • Too one sided view, destroys the beauty of the area and does not give the

right message • A pump track/skills park would work better in the space and be more

accessible to everyone • Not sure as it depends on the size and where it was situated. • This town definitely needs a BMX track but I think there could be better

locations for it. • A great way for young bike riders to have access to a fun family oriented sport • Definitely, love this option. • A fun bike park could be incorporated into the overall design. • Not sure where you would put this though. • Only entertains a small percentage of people. • We have a great skate park near the main oval in town. This is not

appropriate for this area • This would be brilliant! • Great to have kids out and doing activity • We need one but why at the precinct?

34

36

38

40

42

yes no

Image 5

Mansfield Station Precinct Activation Project – Community Survey Results Image 6: Café

Comments:

• Everyone loves coffee • Perfect meeting place, shop. Not too big. Small is ideal • Neutral • Plenty of food/cafes in town doesn’t need a commercial feeling • Would be great to see cafe and art gallery as a social enterprise • Please do consider a cultural correlation, not a commercial one • A cafe would be important however the image is not attractive. • There are already lots of great cafes in the area there is no need for another

in this location • Significantly enhance visitor experience to rail-trail • A lot of people would love this, tourists etc. but I like the atmosphere that is

already there. • As long as it does not take away business from local shops. It is only a short

walk to town so not necessary. • I like the idea but NOT that actual image! • Food and coffee are important to attract and maintain visitors to the area. • Always a cafe is good • Care needs to be taken not to upset existing businesses • Yes but not this style • This could be a fantastic idea. • No another cafe! • https://www.muddyscafe.com/ with healthy options. Great offers for breakfast,

lunch and dinner. The place to go in town!!! • We have a commercial hub within walking distance of the station precinct

area - why duplicate!!

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Mansfield Station Precinct Activation Project – Community Survey Results Image 7: Car parking

• Need more caravan / trailer parking. • Definitely a practical need. To be located opposite Bear Log Homes and also

down at VIC • I think, given there is so much land in the Precinct, timed secure metered

parking should be considered. • Don't make it look like a shopping centre carpark but definitely need

trailer/caravan/boat parking as part of any parking plan • The precinct needs ordinary and long vehicle parking to cater for tourists • Caravan parking needs to be available additional to normal carparking • What’s wrong with current parking?! • Important for visitors as no other nearby parks especially for special needs.

Would hate to see just a carpark though • Concrete jungle! • Complete waste of potential and negative feel when entering the town, no

care for culture regarded • Needed but not to dominate the precinct. Caravan and long vehicle parking is

required • It would be a shame that use this space this way • Although I don’t like the image of the carpark, I appreciate it is a necessity.

Could parking be directed to the back. • Car parking is needed but should be heavily landscaped. • Some car parking is a given • Car parking is important but walking should be encouraged from the town

centre to connect the two zones. • I like the current car park,very blended • The space requires appropriate parking for the activities available. Not parking

a destination • Car parking is essential especially a place for caravans - many town have a

singe for caravans parking space. • Looks like a car yard with white lines. • It should be less busy but enough species for visitors. More trees.

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• We need car parking that's complimentary or supports the activities/events planned for the area.

Image 8: Cycling

Comments:

• Incorporate & enhance the use of the Rail Trail. • I like the image, but we don’t need more cycling in the Precinct than is already

there. • Trail is already there • Already existing facilities for cycling • The rail trail already provides this facility • A small trail network could be incorporated into the space • Everywhere is only a couple of minutes’ bike ride away in Mansfield, plus the

rail trail would bring visitors. • Cycling is great for Mansfield • I think it is already an area for cycling, having the rail trail right beside it. • Great start/finish to the rail trail how safe easy is it for children to cycle to from

Town. Where is there signage? Image 9: Centre to display information on the local ecology and environment

Comments:

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• Mmm already at Yea. Surely we can think of something new and innovative! • As part of the current info centre • Important. This district is all about our environment • Great, but expensive and not necessary. There are other more bang for buck

options • Looks ok now • Couldn't this be incorporated into the current building? • Why only environmental/ecological? How about cultural as well? • Not sure how necessary this is • Interesting architecture - content of display needs to be relevant. • Upkeep too expensive! Invites destruction. • Resources could be used better than this. • Can we use the existing building for this? • Some different contemporary architecture would be a great way to remind

visitors where they are. Image 10: Local history display

Comments:

• Revamp or extend the current Historic Society venue to incorporate this type of information

• I think the current VIC needs expansion and some change so that it could function as a Museum.

• Retain current location at the old railway station • Lacks the concept of historical, use the olds station first and renovate that • Neutral • Already in station • Could coincide with gallery/cafe idea incorporating existing use as a museum • I love the historical societies setup in the old train station and carriages. Part

of our history • Too one sided, not engaging enough for the young • Very stark • Too expensive to sustain, wages especially! • Meeting rooms and facilities can also contain the history and add value and a

second function to the spaces.

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• Boring and bland and not family friendly • It should have equitable display of indigenous history and culture. • This could be good - but I would much prefer playgrounds or food and

beverage options over this. • Deja vu!


Mansfield Station Precinct Activation Project – Community Survey Results Image 11: Horse riding

Comments:

• They have the whole of the high country for that • Rail trail is used for horse riding • I like the image, but wouldn’t won’t to see to many horses given access to the

Precinct. • Plenty of other spaces for Horse Riding in the district • Can be down on rail trail already • So many other places to ride! Who’s responsible for the poo? • There is enough space outside of Mansfield to do this. There are many people

with horse allergies who would be at risk • Not fussed really there is the pony club and numerous places to go ride in the

forest. I don’t think this is necessary • I don't think this is the right location given it is the centre of town. • We have numerous riding places in Mansfield that the centre should promote. • Horse riding is a bit part of Mansfield but not needed in this area • Ride your bloody horses in the hills not community parks. •

Image 12: Indigenous art in gallery space

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Mansfield Station Precinct Activation Project – Community Survey Results Comments:

• Not a priority. We had a local Indigenous Shop with art for sale however, it closed after a couple of months. No Interest

• Incorporate into a single art gallery space • Neutral • The shire is in deficit. PRIORITIES people! • Local artists • This idea could be incorporated into the existing info centre • I love the image but I am not indigenous. It would need to come from our

indigenous community. Don’t build something they don’t want • Could be incorporated with gallery space and history display. • Mansfield does not have strong Aboriginal links. • As long as it is local indigenous art otherwise no • Not a specialised art work for one group in their own area. Combined art work

from different artists under the one roof Image 13: Craft beverage and events space

Comments:

• This would be fantastic • Have breweries already. • I like the image but we have lots of coffee shops in town. • Neutral • May conflict with existing breweries, better to support local business by selling

their produce with the cafe/gallery idea • This image shows a massive space, which I find is too one-sided. But it could

be used together with other spaces to create a hub • There are enough beverage places in town I don’t think we need any more. • Would take away from our vibrant Main Street • Bring it on! • Indigenous foods would be good • Hospitality will bring people to the area and encourage them to stay • Love it

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• A good restaurant / event facilities together but not take from the current services

• It shouldn't be a commercialised, especially not around alcohol • Fantastic idea and ideal location!! • Great outlet for a craft brewery like Mansfield Brewing Company.

Image 14: Outdoor gathering place with fire pit

Comments:

• Imagine a communal fire place to roast marshmallows and meet people. This is a fantastic idea

• Great meeting place. Would need to be monitored for vandalism. • It just worries me that this will be vandalised and used inappropriately and

cost more to keep clean that it should • Over near bbq area • I like it but not necessary! • Gathering yes but fire pit no • This looks cosy and could open up more possibilities for meeting/greeting • I like the idea but it needs significant fine tuning for it to work publicly. • Where would you put this? • Botanical gardens provides this • This could bring towns people together and also double as a meeting space

or discussion area. • Big safety issue for fire - this enclosed space is a concern for bad behaviour • Does it come with swags?

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Mansfield Station Precinct Activation Project – Community Survey Results Image 15: Outdoor furniture and gathering space

Comments:

• I like the idea just not the design • Boring • I like outdoor furniture and gathering spaces, but just standard, not so arty • Especially if BBQ and toilet facilities also • Using natural resources and creating beautiful nooks in combination with

other ideas (cultural gathering, art, craft, (bush)food • Natural materials and unique designs would suit the site • Like the concept not the furniture. • As an additional feature yes • Keep this at the gardens but link the two spaces • The whole are needs a strong design language of which furniture is a key

part. • Super important. • Idea good but keep it like the current surrounds ie gums and sand

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Mansfield Station Precinct Activation Project – Community Survey Results Image 16: Outdoor market

Comments:

• I like the markets where they are currently held or in the Botanic Park. • Markets already have their places • We already have a bush market site. However, I think it should be moved to

the Botanical Gardens. Better Parking • I think there is real merit for doing this (markets) but only if done to a high

standard. • The middle road strip in Mansfield is a far better option! • A large space for many community activities is important. • We already have great locations for these events at the botanical gardens and

in the middle of the Main Street • We have this space at the gardens • Needs consideration relating to the existing markets and whether they would

relocate. • Unsure what you are meaning as we already have our Markets. • Sometimes • Market should stay in the town • If it does not obstruct the rail trail • Use Botanic Park to book end township • It's commercial, has a big negative impact on environment and displaces

people who want quiet space and have no money. • The monthly Farmers market in Yea is held in the station precinct area which

also utilises the restored goods shed.

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Mansfield Station Precinct Activation Project – Community Survey Results Image 17: Picnic area

Comments:

• Happy with the current facility in the precinct • Not if it looks this dull • I’d prefer that more picnic areas were located at the Botanic Park • We already have the botanical gardens • Botanical gardens do this • I think high quality food / beverage would be better, but picnic facilities would

be easy to maintain if they are in addition Image 18: Pump flow track for cyclists

Comments:

• Love this idea • Great for younger kids. Cheap for families to get involved • A small section. I don't want bikes to take over the whole precinct • Council needs to fund MTB park. More suited at Rifle Butts Rd • Too much action and little scope for quiet and deeper contemplation or

meaningful cultural exchange • I believe this is a crucial element for our town, it promotes healthy outdoor

activities for our children. • A pump track is a low risk, accessible and flexible facility that can be used by

beginner and advanced cyclists.

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• Yeah think this would be a fantastic addition to town. • Definitely needed!!!! But I think there would be other better locations for this • Love it • Could incorporate railway cutting at western end. • Expense, looking after the interests of too few • Not sure if needed • This is what we need in town • Could go next to the BMX track.

Image 19: Heritage shed repurposed into a multi-purpose/events space

Comments:

• Goods Shed would be fantastic. • Love it. Bring back yesteryear. • Station can be used like this • Love this idea great for events or proposed cafe /gallery idea • Shows creativity and is inclusive of a wider view • Yes but do we really need any more cafe/bars in town? • An events space that isn’t a pub would be great • Looks shabby very quickly • This would be fantastic. • Great idea • Reuse is good but caution is needed not to significantly change the

appearance and functionality of the building. • Perfect for use of large railway shed to house food and beverage options such

as a brewery. • The goods shed needs to be restored and repurposed as a multi-

purpose/events space. Also the water tower.

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Mansfield Station Precinct Activation Project – Community Survey Results Image 20: Shared work space and meeting space

Comments:

• Don't think thus is appropriate to the feel of the precinct area, more suitable to Highett St or Erril St shopping plaza.

• Enough cafes in town for that as well as the library • I think this is a big shift for Mansfield and a move in the right direction

encouraging people to move to Mansfield • Depends on what kind of meeting. I vote against commercial space and for a

cultural hub • Plenty of coffee shops etc for this • This is a fantastic idea. We need appropriate spaces to encourage our

economy to grow by attracting more skills to the area. • Not here please • For who? • Maybe.

Image 21: Wetlands activities

Comments:

• The Wetlands in Mansfield is one of our biggest assets. • We already have wetlands area, we don't need more. Too many snakes!

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• Council needs to step in and do more than just mow. How about rubbish removal, weeding etc??

• Educational, easy to combine with cultural relevance aspects, could be one feature in a greater hub

11. Wish or Big Idea What is your one wish or big idea for the Precinct?

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