South Melbourne Summary of Feedback - Place
Planning Session Two
1 June 2019
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Updates on activity: In the first workshop, you came up an array of great ideas to reinvigorate South Melbourne and address some of the concerns and issues identified by the Place Audit results. We listened and here is what we have done so far:
You said You said that you wanted:
Street cleaning and beautification of the precinct
One platform for all businesses to access/be notified of all upcoming events, provide feedback etc.
We listened: We have been busy addressing these concerns:
1. Street cleaning and beautification of the precinct
Upkeep of bins and trees: Many of you have mentioned that the bins need cleaning and trees need
pruning, especially along Clarendon Street:
a. The trees will now be pruned in June and will be done three times a year. In the interim
months, let us know if you feel that they need attending to.
b. The 39 bins along Clarendon Street were pressure cleaned this week
Footpath Trading Fee Policy changes that will be introduced as of 1 July 2019 are to assist in
beautification of the precinct and reducing costs for businesses.
a. Planter boxes are now free – businesses are now able to place planter boxes on the
footpath free of charge. You only have to pay a small renewal fee.
b. There have been significant reductions in permit fees for outdoor dining sets, A-boards and
display of goods throughout the precinct, to encourage more activation of these public
spaces.
2. One platform for all businesses to access/be notified of all upcoming events, provide feedback etc.
South Melbourne Place website: www.southmelbourne.lovemyplace.com.au is now live and
ready for you to engage with. On this website you will find a raft of information about place planning
process and activations that will occur, the vision, and eventually the plan that we develop together.
The website has been created for you to engage with us and your fellow community members. We
encourage you to share your stories about South Melbourne, offer up your ideas for improvements
or events that you would like to see, comment or like other ideas posted. We would also like to
encourage you to let us know what is new in the precinct. If you are a new business or are hosting or
supporting an event, we would like to know, so that we can promote it as a news item on the
website.
We are still hard at work on some of your other fabulous ideas and will report back on these at the next Place
Planning Workshop on 9 July 2019.
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Is it one Place or many? Background The area of focus for the ‘South Melbourne Placemaking project’ was initially determined by officers however
following the first engagement with place users, it became apparent that further work was required to define
the place in a way that was meaningful for place users.
Council delegated to the CEO the ability to define the South Melbourne designated Placemaking Precinct in
collaboration with place users.
This work commenced in November 2018 and resulted in the following working draft of the area of focus:
We asked
We asked you to further refine the boundaries of the Placemaking precinct in South Melbourne by
determining whether the identified South Melbourne Place area is one Place or an area that is made up of
various unique places.
You said
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In response, consensus was that it was one area, yet made up of three distinctive places and two gateways.
Market Village – that includes the South Melbourne
Market, Coventry Street and York street
Clarendon Central – along Clarendon street and side
laneways, from York Street to Napier street
Emerald Hill – stretching from Clarendon street to Cecil
street and Dorcas to Park street
City Fringe Gateway
Park Gateway
You said that there should be clear anchors (visual, theme and/or
activation points) in each place to draw people to each place and
create links between these to encourage flow through all Places in
the South Melbourne Placemaking Precinct.
Visioning To create visions for the South Melbourne Placemaking precinct, we needed to identify and understand what makes a place special or unique? What is in its DNA? What do we want to see it become?
We asked
We asked you to outline what was special or unique about South Melbourne overall and for each of the identified places within it. We asked you what you wanted them to become.
You said
South Melbourne Overall
Uniqueness Location: Easy access from/to City and Bay
Cultural Diversity
Village feel
South Melbourne Market
Strong indigenous history
Heritage buildings and architecture
Creative industries
Relaxed vibe
Commercial centre for the community
Inclusive community
Wide tree-lined streets
Future A place for connected experiences
Urban calm
Buzzing and vibrant
Cultural diversity and inclusiveness on display
A food, shopping and arts destination
A creative and innovation hub
A cultural hotspot
Textured and layered
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Celebrating it historical past yet embracing its creative future
The following comments were noted for individual Place elements:
Clarendon Village:
Uniqueness A place you have to go regularly – services and banks
Wide verandahs, open shop windows and wide streets
Heritage buildings
Key Thoroughfare – Linking the CBD to the Bay
Classic 19th Century commercial street
Suburban high street
Future Fun, colourful place
Romantic place to take your partner – historic romantic vibe
Increased public space
Emerald Hill:
Uniqueness Cultural connection
Village square – open space
All the arts in the area – arts precinct
South Melbourne Town Hall – symmetry of the buildings and place
Historic significance – first peoples, town hall built by community
The cultural heart of South Melbourne
Relaxing place, not windy, sit and listen to music outside, green
Future Cultural and entertainment hub
Arts and historic hub
Regular interesting cultural activities and offerings
Relaxing open spaces, listen to music outside
Community meeting, gathering and socialising place
Urban calm
Embracing and celebrating cultural diversity
Jewel in the crown
Market Village:
Uniqueness Specialty shops, cafes, fresh food
Heritage buildings
Boutique
South Melbourne Market
Meeting place - place to socialise with family and friends
Cultural mix
Future Eclectic places that are interesting and unique
A corridor of interesting shops, dining, galleries
Pedestrianize Cecil Street and/or Coventry Street
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High end bespoke retailers
The soul of South Melbourne
Connected and people focused
Gateways:
City Fringe Gateway
Uniqueness Main entrance from the CBD
Industrial feel
Transition Zone
City connection
Future Gateway that transitions from the hectic “city” to calm South Melbourne
Visible gateway
Green and welcoming approach
Grunge, Urban Fringe, Hip
Park Gateway
Uniqueness Green wellness
Gateway to Albert Park
Sunny, quiet, wide spaces
Future Health and nutrition focus
Hinting of some open space/parkland beyond - Albert Park
Health and wellness services and low retail
Wellness destination – create a feeling of calmness
Bridge a recreational connection to Albert Park
Green link to Albert Park
Ideas for Action – Action Planning The Place Planning workshop proved to be the creative generation of collaborative ideas for action to achieve what was described as the future of our places in South Melbourne.
We asked
We asked you to come up with some ideas for action that would help achieve our future vision for the precinct and the unique places within it. We asked you to consider whether the ideas or actions would be: quick wins, short, medium or long term actions.
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We asked you to consider what categories of actions they are:
Events and activations
Infrastructure
Marketing, Branding and Tourism
Business Attraction
Policy
Other Actions have since been classified by status in four ways:
- Green Are ideas or initiatives which are already in progress - Yellow Ideas that could be quick and easy to implement - Orange Are a little more complex and may take some further planning or consideration - Red We think may be difficult to implement at this point in time
You said Individually at this workshop, you came up with 77 ideas. This complemented ideas received online, from the
first Place Planning workshop and from our face to face meetings and conversations.
These ideas have been consolidated and synthesised to cut out duplication, and we now have 147 ideas for
action over 5 places in the South Melbourne precinct.
64 actions have been identified across the South Melbourne Precinct
12 actions for Clarendon Central
31 actions for Emerald Hill
13 actions for Market Village
27 actions for the 2 Gateways: City Fringe Gateway and Park Gateway
Action ideas across all of South Melbourne:
Actions Category Status
Improve directional signage and wayfinding infrastructure Green
Improve parking options infrastructure Green
Landscape trees infrastructure Green
Stores responsible for their own front area to sweep hose down. Council to empty bins more frequently. Work out a base rate for window cleaning- negotiate a reduced fee if many get involved
infrastructure Green
Needs more cleaning - streets, footpaths, bins infrastructure Green
Dine Smart – Donation from every meal is made to local charities to help the homeless
marketing, communications and branding
Green
Planter boxes everywhere infrastructure Green
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Heritage promotion through precinct marketing, communications and branding
Green
Bin wraps providing directional signage and promoting activities and events marketing, communications and branding
Green
Tram connectivity down Park Street from St Kilda Road infrastructure Green
Develop closer relationships between galleries and creative agencies and event spaces, cafes and SMM to provide exhibition spaces
events and activations
yellow
Laneway pop ups events and activations
yellow
Extend the South Melbourne Markets Night Market out to laneways and other areas
events and activations
yellow
More Buskers events and activations
yellow
Doggie Disco events and activations
yellow
Food trucks events and activations
yellow
Develop digital audio tours or trails - eg. trails from the Market to Town Hall marketing, communications and branding
yellow
Artists to work on signage to link the area and have styles and themes to carry through different areas
marketing, communications and branding
yellow
Add colour to the streetscape with plants infrastructure yellow
Connect places via laneways and have hidden shows within marketing, communications and branding
yellow
Signage to activate walking tours infrastructure yellow
Graffiti murals in laneways events and activations
yellow
Website, Facebook private page, Traders Association. Need to facilitate more communication between communities like the forum provided. Align community strategy with that of the Market
marketing, communications and branding
yellow
Activate laneways-artworks, ambient lighting, music, to encourage visitors and after work spaces
events and activations
yellow
World Barista Day and Food and Wine festival events in activated laneways and cafes
events and activations
yellow
Leverage off South Melbourne Market’s popularity other yellow
Electric scooters and Ebikes events and activations
yellow
Pop up playground events and activations
yellow
Activating space around public housing events and activations
yellow
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A series of markets and pop up bars at the anchor areas during Summer events and activations
yellow
Leverage the Grand Prix and other sporting events in a fun engaging way along Clarendon Street Eg. each section is themed behind car teams (flags, shop windows, etc.) to encourage visitors to the Grand Prix to explore the area, instead of just transiting to the event
events and activations
yellow
Guided tours - audio or augmented reality – showcase history and stories marketing, communications and branding
yellow
Consistent planter boxes with colourful displays to connect different sections – colour coded infrastructure
yellow
Overarching promotion for the precinct. Eg. Chapel St marketing, communications and branding
yellow
Increase art works murals in laneways. Lots of festoon lighting. events and activations
yellow
Father Bob Drop In Centre for winter infrastructure yellow
Parks and parklets - play spaces for kids along Clarendon Street events and activations
yellow
Bunting on tram lines events and activations
yellow
Street art providing connections between the precincts within the laneways events and activations
yellow
Provide Information of the Indigenous references to street names eg. Bank street due to it being an embankment
marketing, communications and branding
yellow
Market each precinct similar to New York ie Precinct 1. The captain of industry- low rise urban, cool.
marketing, communications and branding
yellow
Focus on how to attract creatives - creatives create culture
marketing, communications and branding
yellow
Develop a people strategy-playing the shop keeper card. Showcasing individual stories to attract visitors - eg: https://www.humansofnewyork.com/
marketing, communications and branding
yellow
Marketing externally to the public as one Precinct of South Melbourne. Internally focus on the five
marketing, communications and branding
yellow
More lighting in all areas - improve safety and mood Eg bud lights in trees, festoon lighting under awnings, unique lighting for the precinct, upgrade street lights
infrastructure Orange
Creating an App like “I love Geelong” showcasing other stores or events in South Melbourne to build a brand. Celebrate what South Melbourne is famous for. Incorporate podcasts that tell the stories of the area, gives directions to next sign- follow a trail. Showcasing events like the Grand Prix
marketing, communications and branding
Orange
South Melbourne Information Centre at Market. Supply information, directions, printed maps
marketing, communications and branding
Orange
Develop services as extension of market: eg Kitchen gardens infrastructure Orange
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Short term letting for vacant shops to small start ups business attraction Orange
Art trail events and activations
Orange
Clarendon Street Party events and activations
Orange
Heritage weekend festival (annual event) events and activations
Orange
Signage consistency – create a style guide concept for all outdoor shop visuals and signage (negotiate special rates for visual items (flags, planters, etc) to encourage traders to use consistent visuals)
marketing, communications and branding
Orange
Lighting strategy through the precinct, to stimulate positive mood and safety and showcase heritage buildings, laneways – light displays, night light colours events and
activations
Orange
Street art & visual art strategy - trail of street art throughout the precinct’s laneways and unactivated walls (CoPP and associates to look into current projects) – engage youth and pick reputed artists, 3D street art. Relate the artworks to the area’s history and characters
events and activations
Orange
Light trail events and activations
Orange
Creating a night time presence infrastructure Orange
Re-purposing spaces and cafes to be used for work spaces and exhibitions at night. Extending trading hours in surrounding cafes to include dinner trade
infrastructure Orange
Welcome sign at each end (Albert and City Roads) of Moray, Clarendon & Cecil Streets
infrastructure Orange
At tram stops, there is a need to better define destinations within the area, clearly mark that it is a tramstop and provide dynamic signage
infrastructure Orange
Traffic calming/ quietening along Clarendon Street other Orange
Co-working spaces for cultural organisations (mix of not for profit, council and private) eg. Sturt Street or Creative Cube in Hawthorn, the commons or 4Diverse in Dorcas Street infrastructure
Orange
Trial road closures to areas that could be used for more public space EG. Perrins and Banks Streets, Coventry Street.
events and activations
Orange
More green spaces and public usable spaces infrastructure Red
Action ideas for Clarendon Central:
Actions Category Status
Consistent planter boxes with colourful displays infrastructure Green
Host open mic night and stand up outdoors events and activations
Yellow
Christmas windows events and activations
Yellow
Festoon lighting under awnings along Clarendon Street infrastructure Orange
Awnings painted incorporate festive lighting Orange
LED lighting for Clarendon Street infrastructure Orange
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Festoon lighting down the length of Clarendon & Coventry Streets. infrastructure Orange
Programmable mood lights under the heritage awnings infrastructure Orange
Pipe music into precinct - partnership with Fox FM events and activations
Orange
Attract destination retail - get advice from retail experts business attraction Orange
Improve lighting along Clarendon Street infrastructure Orange
Activate laneways-artworks, ambient lighting, music to encourage visitors and after work spaces
events and activations
Orange
Action ideas for Emerald Hill:
Actions Category Status
Heartbeat Festival or Winter festival events and activations
Green
Mini artisan Markets events and activations
Green
Winter Wonderland event events and activations
Green
Market in plaza in front of Town Hall – 2nd sat of month events and activations
Green
Pipe music from ANAM to surrounding area- out front of Town Hall to create ambience and encourage people to stay listen and utilise space.
events and activations
Yellow
Outdoor cinema/ lights projected onto Town Hall events and activations
Yellow
Activate laneways-artworks, ambient lighting, music to encourage visitors and after work spaces
events and activations
Yellow
Create an artistic landmark in Emerald Hill infrastructure Yellow
Host outdoor theatre or film event in Emerald Hill Forecourt once a month in Spring
events and activations
Yellow
Town Hall projection lighting events and activations
Yellow
Lighting Bank Street trees and Town Hall – fairy lights infrastructure Yellow
Program of events for Spring to Autumn: Food trucks (local traders only), a changing theme market like the Rocks markets, pop ups, kid’s events
events and activations
Yellow
Dogapolouzza or Doggie Disco – run by local vets, doggy day care, pet grocer and shops
events and activations
Yellow
Trails and history tours with people in costume marketing, communications and branding
Yellow
Open air film festival on forecourt of Town Hall events and activations
Yellow
Community night activations (6 – 8pm) events and activations
Yellow
Outdoor performance space on forecourt of Town Hall events and activations
Yellow
Free ANAM concerts events and activations
Yellow
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Auto classica events - vintage cars events and activations
Yellow
Pocket park activation events and activations
Yellow
Multicultural festival that builds on the culture within the community. This might extend into supporting the establishment of small multicultural businesses and experiences. Could be a night market like mindl in Darwin or Piers festival. Involve MAV and connect with community at Park Towers and broader community. Connect with End of year Homies part that engage already. events and
activations
Yellow
Discount Fresh Food market "community grocers", which connects to market traders (eg end of day sales) hosted on the grounds of Park Towers estate - open to all.
events and activations
Yellow
Town Hall forecourt turn into a plaza for concerts - close road on weekends infrastructure Orange
Spiegel Tent events and activations
Orange
Ice Skating Rink events and activations
Orange
Free WIFI zone infrastructure Orange
Landscape to encourage people to congregate - define the area better, provide movable tables and chairs and need trees on the west side of Bank Street to mitigate wind. infrastructure
Orange
Town Hall for conferences and events infrastructure
Orange
Close Bank Street to Cecil Street around Town Hall - pedestrian area for more activations and community events infrastructure
Red
BBQ areas infrastructure Red
Close road and turn Emerald Hill into a Piazza. infrastructure Red
Action ideas for Market Village:
Actions Category Status
World Barista day and Food and Wine festival events - longest lunch/brunch. Activated laneways and cafes
events and activations
Yellow
Christmas windows along Coventry Street events and activations
Yellow
Activate laneways-artworks, ambient lighting, music to encourage visitors and after work spaces
events and activations
Yellow
Village market events and activations
Yellow
Using market rooftop car park on non-market days for events: eg. Food van markets, drive in cinema
events and activations
Yellow
Partnerships with the Food and Wine Festival. Long dinners/lunch’s in laneways. events and activations
Yellow
Coventry Street Festival - pilot road closure eg. Johnston Street Festival events and activations
Yellow
Pop up park/ parklets activation events and activations
Yellow
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More prominence and links between the Market and the 96 Tram stop to encourage post work hours - grab a bite/meal, groceries on the way home
Infrastructure
Orange
Close Coventry Street on weekends for a makers market through the middle infrastructure
Orange
Close Cecil street outside the Market for a permanent public activation site infrastructure Orange
South Melbourne Information Centre at Market. Supply information, directions, printed maps.
marketing, communications and branding
Orange
Build a pedestrian bridge at the end of Coventry Street over Kings way as done in Docklands. Will bring all residents and workers in St Kilda Road into area
Infrastructure Red
Action ideas for Gateways:
City Fringe Gateway:
Actions Category Status
Container Bars events and activations
Yellow
Street art (grungy) events and activations
Yellow
Food truck pop ups under freeway events and activations
Yellow
Pop up music and art events events and activations
Yellow
Transition zone: Street art, cobblestones events and activations
Yellow
Street art entranceway on bridge or wall near City Road events and activations
Yellow
Lighting to showcase art at entrance infrastructure Orange
Community engagement project: Gateway competition marketing, communications and branding
Orange
Overpass as a Gateway infrastructure Orange
Reduce traffic speed on Clarendon Street policy Orange
Basketball court (APC College) or rock climbing wall under bridge infrastructure Orange
Develop an industrial chic “Brooklyn NY” vibe. Neon welcome sign/lighting hanging under bridge to illuminate area and provide distinction between city and South Melbourne - Illuminated sign with directions and distance to individual precincts
infrastructure Orange
Vertical gardens infrastructure Orange
Park Gateway:
Actions Category Status
Parklets and pop up parks events and activations
Yellow
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Activate space outside childcare centre ie. Face painting events and activations
Yellow
Create projects to green up this section: green facades, green the street (more ground level plants),
infrastructure Yellow
Pop up play areas eg. around the childcare centre events and activations
Yellow
Draw connections with major events in Albert Park to spread the benefit to South Melbourne
marketing, communications and branding
Yellow
Signage around the lake directing daily walkers to wellness district
marketing, communications and branding
yellow
Create a feeling of calmness by reducing traffic speed, planter boxes, fake grass and festoon lighting around the Childcare Centre
events and activations
yellow
Attract Vegan, health cafes, the source store business attraction Orange
Ends of Clarendon Street – make them more services wings for the precinct (eg: health and wellness for park end)
infrastructure Orange
Welcome sign infrastructure Orange
Children's crossing and parking pick up zone at Childcare Centre infrastructure Orange
Reduce traffic speed on Clarendon Street policy Orange
Capitalise on See Yup Temple other Orange
Wellness green gateway infrastructure Orange
