QUEEN MARKET PRECINCT RENEWAL MASTER PLAN The Queen Victoria Market Precinct Renewal Master Plan was endorsed by the City Council on 28 July 2015. CONTENTS

Foreword 3 The Queen Victoria Market Precinct Renewal Project 4

Key considerations in developing the Master Plan 6

Key findings from the community engagement 7

Queen Victoria Market as part of Melbourne’s future 9 The market we love 10

Community feedback 12

Trader feedback 13

MASTER PLAN 14

Quarter One 18

Quarter Two 20

Quarter Three 22

Quarter Four 24

Market cross 26

City grid 28 Next steps 30

QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 1

Foreword The Queen Victoria Market Precinct Renewal Master Plan delivers on our vision to create a world-class ‘market of markets’ and surrounding precinct while celebrating the heritage of the site.

Our commitment to this vision is Depending on the scope of the projects backed up by the announcements undertaken, it is estimated that the Council made in the 2015/16 Draft renewal could generate 9,000 new Budget. In July, we will make the final jobs at the market, 12,000 jobs in the payment to complete the purchase of surrounding precinct and thousands the Corner Queen and Therry streets. of construction industry jobs. Over the next four years Council will We have applied for National Heritage allocate more than $130 million of the listing, the necessary precursor to World up to $250 million projected investment Heritage listing for the Queen Victoria required to fund the project. Market, an acknowledgement that will Council has sought authorisation provide appropriate recognition and from the Victorian Planning Minister protection of this Melbourne icon. to prepare and exhibit a planning We have consulted, we have listened, scheme amendment that recognises we have planned and we have the importance of Queen Victoria budgeted. This underscores our strong Market (rezoning to public use zone) commitment to this project and our and embeds the market as part of ability to deliver it. the fabric of CBD North. Over the next few months we will Previous planning controls created commence scoping, drawing plans a divide between the market and the and designing the various projects city. Our plan is to connect them: better on the Queen Victoria Market site. streets, new laneways, improve the public realm, balance the heritage fabric As always, we will continue working with the right type of new development, with traders and the broader community taller buildings with setbacks from the on this important project. street, tower space controls.

Robert Doyle Lord Mayor of Melbourne Stephen Mayne Chair, Finance and Governance Portfolio

QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 3 “Investing now will ensure that the Queen The Queen Victoria Victoria Market is part of our city forever. We want to preserve and celebrate the Market Precinct market’s iconic features while retaining Renewal Project affordability and ensuring the market is competitive in a changing retail environment.”

Lord Mayor

Introduction Purpose

In October 2013, the announced This Master Plan outlines a wide available on the City of Melbourne In the ongoing work that will be required variety of proposals to revitalise the website and is referenced throughout to resolve projects for future works, the largest investment in its history to renew the market precinct with a strong focus this Master Plan. the detail within the Strategic Brief will on improving the trader, customer be added to, and potentially slightly The Master Plan brings together the Queen Victoria Market, and create one of the world’s and community experience. It outlines modified, but the intent is for the Master detail contained in the Strategic Brief options for preserving and celebrating Plan to provide an enduring framework great market precincts. into broad strategic and long term the market’s long history, enhancing to guide these projects. directions for the Queen Victoria facilities for traders and market visitors, Market Precinct Renewal. To do this, the Master Plan defines Our aim is to preserve the Queen In the market’s next evolution we providing more open spaces and places distinct areas, or ‘quarters’ within the Victoria Market’s heritage and traditional are committed to respecting and for events, eating and meeting, easier The market’s sheer size, complexity market precinct. The quarters reflect market atmosphere, while allowing the preserving its diverse heritage. To access for pedestrians, cyclists and of operations, diversity of customers, the varied trading models in different market precinct to evolve and meet the date, a broad community engagement commuters, and better parking. significance of its heritage and scope parts of the market, as well as existing contemporary needs of visitors, traders process, focused consultation with of desired improvements mean that Community and trader feedback has spaces and structures. For each of these and our growing city. Improvements to key stakeholders, and a variety of this renewal will not occur as a single been included in a Strategic Brief quarters, the Master Plan highlights the the physical environment will allow a professional investigations into the project, but rather as a collection prepared by Queen Victoria Market vision, priorities and key improvements flourishing market to grow and evolve market’s operation, site and context of many projects, each large and management. The Strategic Brief to be delivered. It also identifies key into the future. have been undertaken. Key principles complicated in its own right. The describes a vision for the market, issues to be resolved that have potential have been established to support this Master Plan therefore aims to provide We have developed the Queen Victoria outlining the current state of operation impacts beyond their specific location. commitment. Community and trader the framework to coordinate a suite Market Precinct Renewal Master Plan and recommending changes to enable feedback has strongly shaped and of projects that can be developed with to ensure this happens in consultation the precinct to evolve and thrive supported our vision for renewal. a degree of independence from each with the community, market visitors and for generations to come. It contains other, which also complement each traders. Central to our thinking is the In developing the Master Plan, the need detailed assessments and rationales for other and contribute to the precinct recognition that prosperous traders to review existing development controls proposed improvements. It is publicly as a whole. are essential to a successful market. became clear to progress the precinct renewal. A separate consultation on Two milestones have helped shape a planning scheme amendment was this Master Plan, opening up a range initiated by the City of Melbourne of exciting opportunities for the market’s in 2015. renewal: the City of Melbourne’s strategic purchase of a large block of land within the market precinct, Corner Queen and Therry streets, commonly known as the Munro site; and the signing of a formal agreement with the Victorian Government to improve and develop Franklin Street. These achievements have extended our capacity to deliver on our promise – to ensure that the Queen Victoria Market remains part of our city forever.

4 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 5 Key considerations in KEY FINDINGS FROM developing the Master Plan COMMUNITY ENGAGEMENT

PARKING Heritage OPENING HOURS

The provision of convenient parking The site has been, and continues to Current trading hours at the market are and safe, easy access to the market be, significant to many people for many confusing and inconvenient for many is a priority for both traders and reasons. It is an important Aboriginal shoppers and tourists. Public and trader customers. Access to nearby parking cultural place, the site of Melbourne’s first feedback has indicated strong support is especially important to traders who cemetery, and has served as the city’s for extended opening hours, with parts must arrive before the commencement main wholesale food market. It has layers of the market offering services seven of public transport services. The City of of Victorian, Edwardian and inter-war days a week from early morning to late Melbourne and Queen Victoria Market mercantile architecture, yet not all of the at night. Increasingly, this will mean management will continue to support site’s history is visible. In addition to the many spaces in the market having the needs of early morning traders into conservation of heritage buildings, we multiple uses across a day and across a the future. will celebrate the site’s hidden history week. It does not mean all traders will be through other means such as artworks, working longer hours. Potential benefits A car park to replace the existing 720 space signage and landscape features. include more efficient use of space and open-air parking on the market site will facilities at the market, better support be developed to provide accessible, Most importantly, this Master Plan for tourism, attraction of new customers, affordable, safe, family-friendly, short aims to preserve the authentic market and greater customer convenience. term parking within the precinct. The experience. Queen Victoria Market Queen Victoria Market Precinct Location and Staging Plan preferred location for this is at the Corner has served the people of Melbourne Queen and Therry streets, although continuously since the 1870s – giving other options are available including it an irreplaceable connection with our the new southern development site in past. In the market’s next evolution we PUBLIC SPACES Quarter Three. Arrangements to manage are committed to preserving its diverse Victorian government agreement new parking facilities will be developed heritage. As a mark of that commitment, with input from traders and other users. the City of Melbourne has nominated Some people come to the Queen Victoria These will seek to optimise the use of Queen Victoria Market for inclusion Market only to shop, but for many others, To support the Queen Victoria Market Key development timing obligations customer parking at different times, on the Australian National Heritage visiting the market involves a break for a Precinct Renewal, the Victorian  Replace current car spaces within Enhance and renovate northern accommodating traders at the start and List. This recognition would not only casual lunch in the sunshine, or meeting Government and the City of Melbourne the existing at grade car park (A) Upper Market Sheds to support close of each day and allowing for use acknowledge the heritage value of up with friends. Events such as the Night have entered into a formal agreement to elsewhere within the market precinct trading and incorporate new market by others when the market is not trading. the market at a national level, it is a Market are significant attractions in their realign Franklin Street at the south end by 2019, and convert the existing trading services and facilities Arrangements will be resolved in the next prerequisite for nomination to the World own right. High quality, useful open space of the market and transfer some Crown car park to a high quality public by 2019. phase of detailed planning. Heritage List. is also increasingly important to meet land to the City of Melbourne. space by 2022. the needs of the growing residential Upgrade streetscapes adjoining Many traders’ vehicles are now present Freehold land will be created as a population around the market. Construct a new Queen’s Corner Queen Victoria Market (Elizabeth, within the market sheds during trading result of the land transfer, providing building within a portion of the Peel, Queen, Therry and Victoria hours due to the lack of facilities for Improving public spaces in the precinct opportunities for commercial and Queen Street road reserve (B) streets) and public transport delivery and loading of goods and is therefore a high priority in order residential development to add to the for the Victoria Visitor Centre and infrastructure by 2026. produce. New infrastructure will to fulfil several aims. These include vibrancy and potential of the area. Funds new market management facilities eliminate this necessity. supporting programmed events that bring secured through the development of this Corner Queen and Therry streets by 2026. people to the market; making pleasant land will be reinvested into the Queen (commonly known as the Other existing practices including long spaces to meet and relax with more Victoria Market. The realignment of Construct New Franklin Street Munro site)* term parking by general merchandise greenery, shade and seating; providing Franklin Street will improve vehicular by 2019 (C). and fruit and vegetable traders within the opportunities for informal recreation such movements, deliver economic benefits market sheds, and the parking of trucks  Reconfigure land parcels as tai chi, yoga, and children’s play and and create a new route to Docklands. within customer parking areas, will be Including the retained Franklin providing more generously for walking, phased out, in order to remove conflicts The land changes will also remove two Street stores (D) and portions of the cycling and pedestrian activities in streets between public and service activities. dangerous roundabouts along Franklin Franklin Street road reserve (E) to around the market. Street, improve pedestrian and traffic create mixed use development sites Our intention is to relocate car parking connections around the market and by 2026. in order to create the new open space, improve the amenity of streets around and at least the current number of the market. spaces from within that area will be accommodated elsewhere in the precinct. Allowances will be investigated for the replacement of parking spaces that are potentially affected by improvements in other areas.

Refer also Capire Consulting Group, Queen Victoria Market Precinct Renewal: 6 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT *To be referenced in the Victorian Government Agreement. Phase 3 Community Engagement Report, for City of Melbourne, April 2015. QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 7 QUEEN VICTORIA MARKET as part of Melbourne’s future REVIEW OF Relocation of the DEVELOPMENT REDEVELOPMENT SITES SUSTAINABILITY wholesale market A growing city CONTROLS

In October 2014, the City of Melbourne The City of Melbourne is committed Queen Victoria Market is intricately Queen Victoria Market is positioned Council’s City North Structure Plan The relationship between the Queen announced the purchase of properties to becoming one of the world’s connected with wider trading networks. at the heart of Melbourne’s inner north, 2012, which includes the Queen Victoria Market Precinct and the within the block bounded by Therry, most sustainable cities. We know The new metropolitan Wholesale which has been identified as a growth Victoria Market Precinct, identifies the surrounding city have changed over Queen, and Franklin streets, commonly that a successful future depends on Market at Epping is expected to open area for the municipality. Council’s northern sector of the city as a strategic time. What was once a transitional zone known as the Munro site, for $76 understanding the risks that climate in 2015. The relocation of wholesaling commitment to renew the precinct is renewal area that will accommodate between the central city and low-intensity million. This in combination with the change poses, reducing our impact from Footscray to larger premises at timed to respond to this growth. In 2014, more residents and support additional suburbs is now an integral part of the southern site negotiated with the State and becoming more resilient. Epping offers the potential to increase our central city grew faster than any employment through continued central city and emerging City North Government form a strategic set of land bulk supply to local businesses. It other area in Australia. Between 2008 intensive redevelopment. Over the past growth area. Existing controls over the Projections for Melbourne are for holdings that are of importance to the also represents a significant change and 2013 the municipality’s residential 15 years, the City North area has already built form of new development in the a hotter and drier climate with more people of Melbourne and the future for Queen Victoria Market’s fruit and population increased by almost seen extensive residential apartment precinct have become dated. The City frequent and extreme weather events. of the Queen Victoria Market Precinct. vegetable traders, who rely on the 30 per cent to about 116,447 people. development, both planned and of Melbourne therefore commenced This is particularly significant for Queen The City of Melbourne is confident that wholesale market for the majority completed, including: a process of reviewing and updating Victoria Market because of the potential Planning for the market needs to take the long term value of these two sites of their produce supply. planning controls over the precinct, vulnerability of its supply chain, as well into account the opportunities presented • 3,123 completed apartments will include civic, retail and community including a formal Planning Scheme as impacts to the open-air market and The full extent of impacts is not by Melbourne’s growing population of benefits alongside a sound financial • 2,744 under construction Amendment process, to better support public open spaces. yet known but may affect: residents, workers, students and visitors. platform for reinvestment in the the precinct’s changing role. This increased population will create • 2,266 with planning permit approved market precinct. Through the implementation of this → Future sourcing of produce new opportunities and challenges for Master Plan we will incorporate • 3,417 in current planning permit These arrangements have opened the market, while also increasing the renewable energy, waste reduction applications. up new possibilities to better integrate, → Storage requirements, including importance of its open spaces. and recycling, and water use and through the Queen Victoria Market the need for refrigeration Of these new households, if each paid re-use including stormwater harvesting. Renewal process, the market with the one visit per week to Queen Victoria We are also considering the role that the → Arrangements for the delivery expanding northern city through the Market this would result in over 600,000 precinct can play in building Melbourne’s of fresh produce reconfiguration of parking, optimisation additional visitations per year. Queen resilience. It has the opportunity to lead of retail and community facilities. They Victoria Market is central to this area of change in the community and help the → Waste disposal requirements. also create opportunities to minimise intensive development and remains a city tackle its sustainability challenges. impacts on the market’s operation vital link between the older central city during the staged implementation and its northward expansion. of improvements. The Munro family’s legacy will be recognised as part of the renewal. The two sites’ redevelopment, combined with a renewed business model for the market, will ensure the market’s future as a much loved authentic trading environment.

8 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 9 …a touch of chaos and an The Market ↓ …shopping with favourite authentic market atmosphere… we love ↓ fresh produce traders…

↓ …an eclectic mix of specialty shops…

…a unique indoor/ → outdoor setting for night markets… …opportunities to interpret the former cemetery… ↓

↑ …a place to linger…

…favourite → ↑ …a diverse mix of meat, Melbourne fish and deli vendors… rituals… ← …pedestrian-friendly streets and open spaces…

“Authenticity and atmosphere that is uniquely Melbourne” ↑ …convenient access on foot, by tram and by car…

10 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 11 As we plan for the future of this precinct, we are committed to TRADER FEEDBACK preserving the core values that have made Queen Victoria Market a favourite with locals and tourists alike. Queen Victoria Market’s Traders’ success underpins the Sustainability trader community is a dedicated and valued group of small business market’s success. Since the City of ‘I would love to see a clear commitment to recycling and waste management’ Melbourne announced its commitment Feedback form, March 2015 owners who are passionate about the future of the market. to the Queen Victoria Market Precinct Renewal, the importance of traders Parking has been emphasised. Traders have ‘Parking for customers is the most important thing for traders’ been consulted through the community Feedback form, March 2015 engagement processes, regular Community FEEDBACK meetings between market management Engagement and trader representatives, and one-on- ‘I feel feedback has definitely been taken on board since previous meetings Thousands of people have shared their thousand members of the general public • Heritage: Traders and public one interviews with stallholders. These which is lovely to feel as though you are being heard and part of the process’ views on the Queen Victoria Market completed surveys. The results indicated participants said that they supported conversations have provided a deeper Feedback form, March 2015 understanding of traders’ operational Precinct Renewal over four distinct phases broad support for the vision of the Draft artwork, signage or landscape features What kind of place is Queen Victoria Market? of community engagement. The first Master Plan as a whole and for the as ways to celebrate the market’s challenges and business requirements, phase of community engagement was directions for improvements as outlined for history. and pressures facing the broader market ‘It’s a market, it’s an institution, it’s a legacy, it’s a tradition’ undertaken in November 2013, introducing each of the market’s quarters. community. They have also informed Community Engagement Phase 1, Vox Pop • Market Cross: The most common the concept of renewal and uncovering Queen Victoria Market’s Strategic Brief, • Opening hours: The majority of traders suggestion to improve the public space Heritage aspects of the market that people most which underpins the Master Plan. and public participants support the was for more public seating. value. The second phase took place ‘The sheds should still be open. They need paint and love and electricity, concept of the market as a destination Trader feedback on the Draft Master from April to May 2014. We explored the The Queen Victoria Precinct Renewal not reconstruction’ that provides an ever-changing range of Plan suggests it is heading in the right community’s desire to maintain the ‘feel’ of Final Draft Master Plan was released to Community Engagement Phase 2, Participate Melbourne offers. direction, confirming the importance the market by asking people to tell us their the public between June and July 2015 of functional improvements across the Facilities ideas on what should be retained and what • Use of the new open space: Both the for a fourth and final stage of community market, including: ‘There is no place for people to load – especially for the butchers and fish mongers’ new ideas they had for the precinct. traders and the public indicated support engagement. During this time the for programmed markets and events in Master Plan was available on Participate • Precinct-wide infrastructure for Community Engagement Phase 1, trader discussion group The Draft Master Plan was released in power, water, and recycling, with the proposed new open space. Melbourne for the community to learn ‘Queen Street is dangerous due to the number of deliveries’ early March 2015 and over the following more about the Master Plan and renewal. specific provisions in certain areas month a third phase of community • Access: While traders said that Community Engagement Phase 1, trader discussion group In addition a series of Queen Victoria e.g. for events and alternative market engagement sought feedback. All market improved car parking would improve Market Trader Forums were held and the arrangements in Quarter Three. ‘Need to modernise amenities and customer comforts’ traders were invited to attend discussion access to the market, public participants Queen Victoria Market Community Hub Community Engagement Phase 1, trader discussion group groups focussed on their specific trading said that improved pedestrian amenity • Waste management facilities, with was opened to the public on Saturday category. Stakeholder discussion groups and safety would make it easier to emphasis on specific needs in certain Attractions: 20 June 2015. were held with members of the Wurundjeri access the market. areas including fish and meat offal, ‘Better trading hours. It opens too early, and closes before anywhere else in the and heritage representatives. Nearly a organics, and packaging. city. Tourists are constantly surprised that the market is already closing and they • Trader amenities with the inclusion are just arriving’ of showers, toilets, breakout spaces Community Engagement Phase 2, Participate Melbourne WHAT WE VALUE WHAT WE WANT TO IMPROVE and storage. Minimise disruption The market experience Tell our stories • Facilities for delivery and waste ‘The market must still be able to function during the renewal and continuity removal including loading docks, of trade with minimum interruption or adequate compensation’ ‘The traders treat us as part of their family’ ‘It is important to the community to know the history off-street loading areas, wash-down Participate Melbourne, November 2013 of this wonderful market… strengthen the points of interest’ Trader discussion group, November 2013 services and storage. Participate Melbourne, May 2014 ‘Keep the atmosphere of the market, I like the way it is now’ Retail, hospitality and services Vox Pop, November 2013 • Reducing conflicts between service Look after our historic buildings and sheds vehicles, including forklifts, and ‘Let the market decide. People are wonderfully creative. They will come up with Uniquely Melbourne ‘The facades, the open shopping sheds and food halls public access. all kinds of things that you can’t believe. Just make it easy for them to do it. are central to the market experience’ And make sure it is not someone’s fifteenth formulaic hospitality outlet’ ‘Authenticity and a great atmosphere that is Participate Melbourne, May 2014 The City of Melbourne will continue to (Participate Melbourne, work at or for the market (trader / staff) uniquely Melbourne’ work closely with the management of Participate Melbourne, November 2013 Places to meet Queen Victoria Market to consult and Weather protection A diverse community ‘A central meeting place with food and chairs and able communicate with traders throughout ‘Our city is windy and wet most of the time and while we expect and love the feel to have events right in the centre of the market’ renewal activities. The market is ‘a community where you can meet of an outdoor market, designs should be considered for more protection from the Feedback form, May 2014 and help a lot of people from all walks of life – elements for both the traders and the customers’ each day is different and vibrant’ More activities, open longer Participate Melbourne, November 2013 Vox Pop, November 2013 ‘The market needs to incorporate a range of uses to ensure Quality, price and variety it is fully activated and safe at all times of the day’ Participate Melbourne, May 2014 ‘Variety, freshness, the great service and support and the friendly, good relationships’ Vox Pop, November 2013

Sense of history ‘The historic feel of the market should be protected – it’s an iconic part of the city’ Vox Pop, November 2013

12 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 13 master plan

Queen Victoria Market management developed a Strategic Brief to help inform development of this Master Plan. The Strategic Brief describes the vision for the renewed Queen Victoria Market and Key initiatives the nature of the improvements and new facilities required to enable the market precinct to thrive for generations to come. The renewed Queen Victoria Market Key initiatives to achieve the vision include: This is a living document which will be developed over time will retain its traditional market atmosphere while addressing → Heritage conservation to inform future detailed design briefs for individual projects. longstanding issues that constrain Greater recognition of the heritage site and interpretation of historically its potential. significant parts of the market Despite attracting up to 10 million → Functionality annual visits, much of the market Create dedicated back-of-house areas for each of the market’s three major does not meet contemporary trading areas Strategic vision standards for a public market environment. Parts of the market → Infrastructure The future vision for Queen Victoria Market is of a thriving can become highly congested and Upgrades to the market’s heritage buildings and open-air sheds the historic open-air sheds have and diverse market place that is loved by locals and a must never been adapted to meet current → Trader facilities Significant improvements to trading and operations infrastructure and facilities see for tourists. or future retail trading requirements. Throughout the market precinct there → Public places is an opportunity to improve safety Establish a network of quality public spaces throughout the precinct Three strategic directions will guide the delivery of this vision: and amenity for visitors and traders. While customers speak positively of → Customer amenities New and enhanced customer amenities and facilities the atmosphere, the market struggles to provide a consistent high-quality Strategic Direction 1 Strategic Direction 2 Strategic Direction 3 → Visitor services experience and market offering New visitor centre and associated visitor services throughout the year. Addressing this A market of markets A Melbourne experience A community meeting place will entail targeted improvements of → Community infrastructure A place that supports and A place to experience A place to meet and connect specific operational, amenity, and Develop local community infrastructure such as childcare services infrastructure issues. encourages sustainable market Melbourne’s local character, with the diverse and vibrant → Education trading in all its varieties liveability and identity communities of Melbourne The renewal will include relocation Develop dedicated facilities to support expanded education programs of the existing customer car park. This part of the site will become → Parking → Upgrade existing facilities → Inspire discovery Bring people together → a new public open space that Ensure customers continue to have convenient access to car parking within the precinct → Welcome people seven → Enhance street life → Create shared experiences that acknowledges the site’s history as Melbourne’s first cemetery. days a week encourage social connections Commercial viability Celebrate our heritage → → Commercially successful market for traders and the city → Support emerging → Look after the locals small businesses → Become a sustainable → Equity of access environment → Create a pedestrian heart → Introduce new markets and attract Improve access and inclusion for people of all abilities new customers → Promote our local produce → Tell our stories, share → Sustainability and design quality our knowledge Encourage longer visits Work with partners, including the C40 Climate Leadership Group (C40), → Green Building Council of Australia and Office of the Victorian Government Architect, to review development proposals and deliver a thriving and diverse marketplace and surrounding precinct that demonstrates world leadership in design and sustainability.

14 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 15 Outcomes Project Planning framework

Customers will experience: Traders will experience: A sustainable market precinct will be: In this Master Plan, the market has been The intent is to coordinate a suite of of the market, priorities identified • Greater choice, with parts of the • More options and greater choice • Guided by a sustainable divided into four quarters, each linked to projects that can be developed with through the community and trader market trading every day, from about when and where to trade precinct plan. each other by a market cross of public a degree of independence from each engagement process, and key early morning to late at night. within the market, in fixed (with in situ spaces within the heart of the precinct. other, which also complement each proposals for improvements. All of • Rated and communicated through the storage) or flexible (set-up and pack- It is connected to the rest of the city by other and contribute to the precinct these improvements will require further • Improved access to retail services. use of the Green Star – Communities down daily) locations and across a the grid of surrounding city streets. as a whole. It also enables targeted elaboration and development, and as rating tool. • A brighter, lighter, cleaner, greener greater number of available hours. The division reflects: consultation and stakeholder input, planning and design work progresses, and more pleasant environment • Zero carbon – maximising energy in-depth investigations, exploration each quarter is likely to be further • Better informed customers. • Varied building types and characters that is clearly historic, yet subtly efficiency, embedded renewable of options, and detailed resolution divided into a number of projects to contemporary. • Improved work-place facilities. energy sources and investment in • Different market trading models of proposals that can be delivered facilitate staged implementation. off-site renewable energy. in stages. • Improved weather protection and • Better circulation and customer flow. • Different types of goods being sold. We have also identified ‘issues to climate control to increase people’s • Climate resilient – cooling the For each of these quarters, the be resolved’, which are of strategic • Infrastructure improvements to comfort within the market. precinct and enhancing biodiversity Master Plan sets out the preferred importance because they may have increase efficiency, cleanliness by integrating green infrastructure, vision for the future of that part impacts on other parts of the market. • A pedestrian friendly precinct and displays. stormwater harvesting, re-use and that is easy and safe to access • Greater opportunities to run water sensitive design. and traverse. vibrant businesses. • Resource efficient – through • Hundreds of market traders and sustainable procurement and a rich, diverse form of traditional The community will experience: resource recovery systems retailing supported by modern • Appropriate acknowledgement and infrastructure. infrastructure. of the land’s original owners on • Zero waste – maximising • A clearly defined and interesting which the market stands. opportunities for waste reduction precinct with retail and services • Artworks, signage and landscape and recycling in design, along the market’s edges and an features that increase awareness construction and operation. open and flexible inner area. of and interpret the site’s history • Economically sustainable – • Sounds, sights and smells that will and heritage. encourage opportunities for instil a love of markets in future • A vibrant residential and business diversity, innovation generations. commercial neighbourhood and economic development • Enhanced customer amenities, surrounding the market. with a focus on activities which including an information centre. • Improved local community facilities, foster the commercial viability including childcare, and activities of the Queen Victoria Market. for children and families. • Socially sustainable – providing enhanced community opportunities that are accessible and create local employment and acknowledge culture, heritage and identity.

NEW FRANKLIN STREET

Queen Victoria Market Precinct Renewal - Project Planning Framework

16 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 17 KEY MAP Key Quarter improvementS one Dairy Produce Hall (A2*) Q1 • Extend times of public access through the Hall. • Activate the adjoining street space seven days a week.

Elizabeth Street shops and Deli Lane (A3*) • Focus on cafe and hospitality uses. • Support outdoor dining in Elizabeth Street. VISION - FUTURE STATE Priorities • Make active seven days a week and in evenings. Resolve conflicts between service → • Improve separation of public vehicles and public access. Shopfront trading in market halls access and service areas. Improve access for delivery and street-oriented terraces → Meat and Fish Hall (A4*) including off-street loading and set-up areas, wash-down service • Focus on food offer. Queen Victoria Market’s diverse mix of fresh food, and storage facilities. • Improve separation of public meat, fish and specialty food vendors continue to access and service areas. → Improve trader facilities including • Activate the adjoining animate one of Melbourne’s most intriguing and showers, toilets, breakout spaces street space. and storage. enduring retail destinations. Shops fronting onto • Enhance the Elizabeth Street facade lighting. the surrounding streets welcome visitors with → Improve waste management and recycling facilities for meat and fish Victoria Street Terraces Queen Victoria Market Precinct Renewal - Quarter 1 Plan hospitality establishments and retail that showcase offal, organics and packaging. and Food Court (A5*) market produce, making a special destination → Develop sustainable precinct-wide • Focus on cafe and infrastructure for power, waste hospitality uses. Public amenities (E2*) at any time of day, every day. management and recycling. • Integrate with trading • Provide accessible public ISSUES opportunities in Victoria Street. amenities for this quarter TO BE RESOLVED → Improve adaptability of trading • Make active seven days a week (separate from traders’) with spaces. and in evenings. baby/adult change facilities. → Options for adaptation of H and H and I Sheds (A6, C3*) Enhance heritage character I Sheds, existing loading facilities • Focus on food offer • Conserve and restore heritage and toilets, or more extensive complementing remainder of Q1. building fabric including Meat rebuilding potentially including basement service areas. • Improve weather protection. and Fish Hall, Dairy Produce Hall and Victoria Street and • Improve trader infrastructure. Finalise retail mix. Elizabeth Street shops. → • Activate the adjoining street space seven days a week. • R ecognise the market’s history with artwork and signage. Back-of-house: trader amenities, delivery, storage and waste Infrastructure upgrade (D3*) management facilities • Improve sustainable precinct-wide (A1, D1 ,D4*) infrastructure including power, • Provide dedicated back-of-house water, waste management and facilities for this quarter. recycling systems. • Resolve conflicts between • Improve ventilation and service vehicle movements climate control. and public access. • Improve lighting and • Improve access for delivery and directional signage. waste removal including new Activated street edge loading dock, off-street loading • Investigate opportunities for uses areas, wash-down and storage. within existing structures and • Improve trader facilities including new buildings to make adjoining showers, toilets, breakout space streets more active and safe. and storage. • Improve waste management facilities including fish offal freezing room.

18 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT * See indicated section of Strategic Brief for details QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 19 KEY MAP Key Quarter improvementS

TWO Victoria Street shops and Q2 Shed A (B2*) • Improve separation of public access and service areas. • Activate the adjoining street spaces seven days a week. • Improve opportunities for street trading. • More flexible and viable shop spaces. VISION - FUTURE STATE Priorities Sheds A-E (B3, B4, B7*) • Focus on food offer including fruit and vegetables, with Resolve conflicts between forklift → complementary mix of and other service vehicles and Fixed trading stalls in open sheds, non-food offers. public access. sheltered in a structured perimeter • Maintain open-air atmosphere → Improve access for delivery while providing adaptable to surrounding streets including off-street loading and weather protection. break-down areas, wash-down • Improve facilities for fixed trading The experience of shopping with favourite fresh service and storage facilities. stalls in open sheds including convenient access to refrigerated Create high quality fixed stalls. produce and general merchandise traders in → storage, and reticulated utilities. the Victorian sheds is sustained with modern → Improve trader facilities including • Allow for servicing but minimise showers, toilets, breakout spaces the presence of vehicles during infrastructure that ensures the market’s viability and storage. public access hours. Queen Victoria Market Precinct Renewal - Quarter 2 Plan and reduces the intrusion of service vehicles into • Make street edges and other key → Improve waste management pedestrian routes active seven facilities with a focus on public areas. A built perimeter comprising the days per week. Infrastructure upgrade (D3*) organic waste. ISSUES Victoria Street shops, F Shed and the old cemetery F Shed and E Shed (B5*) • Improve sustainable precinct-wide → Develop sustainable precinct-wide • Develop an integrated treatment infrastructure including power TO BE RESOLVED wall, and new buildings along Peel and Queen infrastructure. of Sheds E and F as a pedestrian (such as photovoltaic panels on thoroughfare linking Peel Street shed roofs), water, waste and streets shelters the open sheds and provides recycling systems. → Potential to scale up fruit and Queen Street. and vegetable distribution • Improve lighting and activity onto surrounding streets. • Provide for seven days per week to local businesses. activation with retail spaces and directional signage. licensed areas. Public amenities (E2*) → Options for service and storage facilities, including above or below • Provide seasonal weather • Provide accessible public ground (in areas outside the protection. amenities for this quarter former cemetery). (separate from traders’ amenities) Back-of-house: trader amenities, with baby/adult change facilities. delivery and waste management → Options to include customer and other parking as an alternative facilities (D1, D2, D4*) Enhance heritage character or supplement to parking on the • Provide dedicated back-of-house • R espect the former cemetery, facilities for this quarter. Corner Queen and Therry streets including the remnant cemetery in Q4. • Resolve conflicts between wall and Aboriginal section forklift and other service vehicle near F Shed. → Options to improve weather movements and public access. • Minimise excavation and potential protection and street activation • Improve access for delivery disturbance of remaining burials. along edges of open sheds. including off-street loading and • R ecognise the market’s history Sustainable options for climate break-down areas, wash-down with artwork and signage. → and storage. control in open sheds. Customer parking – • Improve trader facilities including → Finalise the retail mix. showers, toilets, breakout space potential option (E1*) and storage. Activated street edge • Improve waste management • Investigate opportunities for uses facilities especially focusing within existing structures and on green waste. new buildings to make adjoining streets more active and safe.

20 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT * See indicated section of Strategic Brief for details QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 21 KEY MAP Key Quarter improvementS Three K & L Sheds, J Shed and Q3 String Bean Alley (B6, B8*) • Enhance J Shed as a pedestrian connection and continue to support flexible market trading. • Enhance K & L Sheds as a large, flexible, market and event space. • Create an interface with the open space that supports indoor/ outdoor activities. • Provide for loading and unloading VISION - FUTURE STATE Priorities for traders and events but no permanent parking. NEW FRANKLIN STREET → Develop specialist back-of-house • Provide weather protection and a Changing – daily, weekly, seasonally amenities. buffer to traffic along Peel Street. • Activate the adjoining street – markets and events in open-air → Upgrade infrastructure to support spaces seven days a week. events including alternative market sheds and plaza operations and arrangements. Open space (C4, F1, G1*) • Support large-scale programmed Upgrade waste management → markets and events with Market sheds and a new public open space in facilities. appropriately scaled open space. combination are a unique indoor/outdoor setting → Develop sustainable precinct-wide • Create spill-out areas and outdoor for day and night markets, seasonal markets, infrastructure. facilities for uses in the Queen’s Corner building. specialty markets and other public events in • Provide recreational opportunities Queen Victoria Market Precinct Renewal - Quarter 3 Plan that complement a varied program of activity. This makes for a and cater to market patrons and • Create active frontages to all streets. • R ecognise the site’s history the local community, including continuously changing Queen Victoria Market • Create new public pedestrian with artwork, signage and students and families with children. links through the block. landscape features. – a destination for special occasions as well as • Provide spaces for health and for everyday shopping. A new Queen’s Corner wellbeing activities, informal Back-of-house: trader amenities, Customer parking – recreation and casual use, with delivery and waste management potential option (E1*) building helps to activate the new open space, public seating and shade. facilities (D1, D4*) Tourist/school group bus stop and provides a home for visitor services. • Develop an integrated design for • Provide dedicated back-of-house the new open space and New facilities for this quarter and the Activated street edge Franklin Street. wider market, focused on support • Investigate opportunities for uses • Support environmental objectives for market events, changing facilities, within existing structures and including management of shower rooms, trader storage, and new buildings to make adjoining stormwater runoff, and increased events furniture storage. streets more active and safe. tree canopy cover and shading. • Upgrade infrastructure to support various alternative market operations Public amenities Queen’s Corner building and arrangements, and events. (D5, E2, F1, G1, H4, H5*) • Upgrade waste management • Accommodate a Victoria Visitor facilities with a focus on Centre, with potential for a range ISSUES requirements for food vendors, of other services. events and night markets. TO BE RESOLVED • Provide active retail street edge, Infrastructure upgrade (D3*) and hospitality to support use of → Options for uses of the new the new open space. • Improve sustainable precinct-wide open space. • Provide accessible public infrastructure including power, amenities for this quarter water, waste and recycling → Options for adaptive re-use (separate from traders’) with systems. of the Franklin Street stores. baby/adult change facilities. • Improve lighting and Options for uses and activities directional signage. → Franklin Street stores and within the Queen’s Corner building. southern development site (H2*) Enhance heritage character Options to include customer and • Retain and adaptively re-use the • Improve the presentation of the → or other parking in the southern Franklin Street stores. former cemetery wall. development site as an alternative • Undertake a mixed use development, • Minimise excavation and potential or supplement to parking on the guided by the City of Melbourne’s disturbance of remaining burials in Corner Queen and Therry streets Housing Strategy, with public and the area of the former cemetery. in Q4. private sector organisations.

22 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT * See indicated section of Strategic Brief for details QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 23 KEY MAP Quarter Q4 FOUR

VISION - FUTURE STATE Priorities

→ Provide customer car parking Mixed-use development, fine-grained to replace existing spaces in retail, hospitality and community the open-air car park. → Create active frontages facilities complementary to Queen complementing market activities. Victoria Market → Create childcare facility and family hub. Unique specialty shops, high quality cafes → Enhance the character of Therry and other hospitality services add to the Street as a part of the market heritage precinct. Queen Victoria Market Precinct’s retail offer, Queen Victoria Market Precinct Renewal - Quarter 4 Plan → Respond to the pedestrian scale while community facilities, apartments and of the market environment. offices bring life to the neighbourhood. Key ISSUES improvementS TO BE RESOLVED

→ Access and egress arrangements Mixed use redevelopment Mid-block link for the car park and for servicing • Create active frontages to all • Create a new mid-block public and waste management. streets including ground level pedestrian link from Franklin up to level five, potentially with Street to Therry Street, activated → Capacity for on-site car parking. accessible balcony verandahs. by retail frontages. Options for community uses • Accommodate hospitality and → Infrastructure upgrade (D3*) within the new development. retail tenancies that complement the market. • Improve sustainable precinct-wide infrastructure including power, • Undertake a mixed use water, waste and recycling development, guided by the systems. City of Melbourne’s Housing Strategy, with public and private • Improve lighting and directional sector organisations. signage. • Accommodate community uses Customer parking – potentially including childcare, potential option (E1*) family hub, civic meeting places, galleries and studio spaces. Community hub • Provide car parking spaces for Enhance heritage character Queen Victoria Market customers. • Incorporate environmental Activated street edge initiatives such as vertical • Investigate opportunities for uses and roof gardens. within existing structures and • Integrate the Mercat Cross new buildings to make adjoining Hotel and other heritage streets more active and safe. structures as appropriate into the redevelopment of the site. • Recognise the legacy of the Munro family.

24 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT * See indicated section of Strategic Brief for details QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 25 MARKET KEY MAP CROSS

VISION - FUTURE STATE Priorities

→ Provide improved pedestrian One of Melbourne’s great access and safety. public and local places → Resolve conflicts between service vehicles and public access. Welcoming and full of urban life, Queen Victoria → Improve amenity and provide Market’s public spaces encapsulate qualities that public seating and respite spaces. make our city liveable – year in, year out – within a variety of pedestrian-friendly streets and plazas.

These open spaces interconnect, help to define, Queen Victoria Market Precinct Renewal - Market Cross Plan and add value to the different trading areas of the market while providing for a growing community. Key improvementS

Queen Street between Victoria Therry Street and Queen Street, J Shed and Therry streets (C2*) between Therry and Franklin • Enhance J Shed as a pedestrian • Enhance as a public space for streets (C1, C3*) connection and continue to casual use with opportunities • Enhance as a public space support flexible market trading. to gather, eat and relax. for casual use and small scale New pavilions for customer • Accommodate temporary market programmed events with services (E3, E4*) stalls and programmed events. opportunities to gather, sit, • Remove parking and vehicular eat and relax. Bike parking traffic. • Minimise vehicular traffic, Public seating • Separate service vehicle eliminate through traffic, and operation from public activity. increase pedestrian space. Infrastructure upgrade • Increase shade and public • Separate service vehicle • Improve sustainable precinct-wide seating. operation from public activity. infrastructure including power, • Increase shade and public water, waste and recycling seating. systems. • R emove the existing toilet building • Improve lighting and directional (to be replaced elsewhere). signage. • Provide bicycle parking.

26 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT * See indicated section of Strategic Brief for details QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 27 KEY MAP Key CITY improvementS

GRID Public transport arrival points • Improve tram stops near the market to support universal access, with ample space to avoid congestion. • Locate tram stops in response to combined aims for access, traffic management, and creation of pedestrian activity areas.

Elizabeth Street between Victoria and Therry streets, VISION - FUTURE STATE Priorities Victoria Square (H3*) • Minimise through traffic and → Remove unsafe roundabouts. expand the pedestrian space. The best of Melbourne’s city streets • Create opportunities for al fresco Improve accessibility to the → dining and encourage cafes and market by tram. Queen Victoria Market connects seamlessly restaurants in adjoining buildings into the surrounding city with its tree-lined streets. → Increase provision of space for to create a unique hospitality walking and pedestrian activity destination. throughout the precinct. Streets prioritise different modes of transport – Flagstaff corner walking, public transport, cycling and cars – with → Improve provision for cycling • Create a compact, signalised including on-street paths and intersection replacing the space allocated accordingly to these priorities. parking facilities. roundabout. Pedestrian capacity and amenity is increased • Investigate the potential to create → Improve streetscape amenity additional public open space Queen Victoria Market Precinct Renewal - City Grid Plan throughout the precinct, supporting higher and greening. linked to Flagstaff Gardens density development and access to the market. on the site of the tram spur. Peel Street Victoria Street All streets are attractive public places enriched • Enhance formal boulevard quality. ISSUES • Prioritise public transport and by adjoining land uses. pedestrian movement. Former Franklin Street alignment TO BE RESOLVED • Widen footpaths. • R edesign as a 10m wide one-way • Encourage evolution of the street local access street on the model → Potential for relocation of tram into an activity spine for City of other ‘little streets’ of the stops and resolution of their North, linking Errol Street, Queen Hoddle Grid. design to improve accessibility. Victoria Market and the CUB site. William Street, Queen Street → Tram shunting spur removal at Franklin Street and and Elizabeth Street (C5*) the corner of Flagstaff Gardens. New Franklin Street (E7*) • Improve pedestrian links Provision for on-street bike lanes. • Prioritise local traffic distribution, southward from the market, → pedestrian and cycle movement. including to Flagstaff Station. • Develop an integrated design for Infrastructure upgrade New Franklin Street, the adjoining development site and open space. • Improve sustainable precinct-wide infrastructure including power, • Provide a generous pedestrian water, waste and recycling systems. frontage to the Franklin Street stores for street trading. General streetscape improvements • Widen footpaths beyond • Significantly increase street tree the market and reduce plantings and other greening. space allocated to centre • Upgrade pavements, street of road parking. furniture and lighting to standards • Accommodate public bus services appropriate for high-priority re-routed from the existing pedestrian precincts in the alignment of Franklin Street, central city. including stops and passenger • Support environmental objectives waiting facilities. including management of • Provide bus passenger facilities stormwater runoff, and increased for school and tour groups near tree canopy cover to shade Queen’s Corner building. paved surfaces. • Provide bicycle parking.

28 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT * See indicated section of Strategic Brief for details QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 29 NEXT STEPS

PROJECT DELIVERY TIMELINE 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2026

Renewal will occur as a FIVE STEP APPROACH TO PROJECT DELIVERY: collection of many projects, which will be staged to minimise 1. Consult/research: Engage with impacted Project disruption and ensure the and interested stakeholders Implementation market is operational at all announced 2. Design/analyse: Interpret the feedback Strategy times. A five step process will into detailed designs and proposals be followed for each project. Community Community This will ensure appropriate 3. Test/pilot: Validate the design through prototypes, Engagement Engagement Review precinct planning controls stakeholder engagement, scenario planning or research Phase One Phase Two as well as consistency and transparency of approach. 4. Endorse/confirm: Approval sought through Council Victorian State Queen Victoria 5. Implementation/evaluation Government Market Precinct Corner Queen and Therry streets mixed use redevelopment Agreement Renewal Strategic Brief Corner Queen and Therry Queen Victoria Replace current Streets Site Market Precinct car park Purchase Renewal Draft New open space on Master Plan former car park site New Franklin Street Community Engagement Queen’s Corner building Phase Three Enhance and renovate northern upper market sheds Queen Victoria Market Precinct Renewal Master Reconfigure land parcels for mixed use development on southern site Plan Final Draft Streetscape Streetscape Streetscape Streetscape Queen Victoria upgrade upgrade upgrade upgrade Market Precinct Renewal Final Master Plan

Master plan development Implementation Development timing obligations in Victorian State Government agreement Implementation Strategy to outline timing and staging of market renewal projects

30 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT 31 Summary of key master plan proposals Q1 Queen Victoria Market will be The market halls will continue to focus on food and a ‘market of markets,’ a true hospitality including meat, fish and specialty food vendors. Shops facing surrounding streets will welcome Melbourne experience, and visitors to the precinct with high quality retail and hospitality establishments and make the market a special community meeting place. Its destination at all times. Improvements will include main trading quarters, with modern trader facilities, storage, waste management, and other infrastructure. a distinctive offer and experience in each, will be interlinked by a network of attractive public spaces and connected to Q2 the surrounding city by high The open-air heritage sheds will accommodate fixed trading with a focus on fruit and vegetables and a high quality streetscapes. quality non-food offer. New trader facilities, storage, waste management and other infrastructure will reduce servicing intrusions in public areas. The Victoria Street shops, F Shed and improvements along the Peel Street edge will shelter the sheds and activate the streets.

Market Cross Q3 The open spaces central to Queen Victoria Market will offer a variety of pedestrian-friendly streets and plazas. The area south of the old cemetery Improvements will increase pedestrian priority and wall will accommodate changing create greener spaces for sitting, eating and relaxation. markets and events. A new open space and enhancements to the existing sheds will create a unique indoor/outdoor facility and a new City public place for City North. New Grid trader amenities, storage and other infrastructure will support this Queen Victoria Market will be approach. A new Queen’s Corner linked into the city via tree- building will accommodate visitor and Public amenities lined spaces and surrounded customer services. The market’s old by active neighbourhoods Franklin Street stores will be re-used Back-of-house trader amenities with good public transport within a mixed use development south of New Franklin Street. Enhance existing heritage and pedestrian access. market halls Improvements will include New Franklin Street, removal Public information of dangerous roundabouts, enhanced pedestrian space Temporary market stalls in Victoria and Franklin streets, and programmed events and tram and bus passenger Q4 facilities. New open space A new mixed use development will Potential location accommodate retail, hospitality and for customer parking community uses complementing Queen Victoria Market. It will also Sustainable precinct include the market’s main customer infrastructure throughout car park, a new mid-block pedestrian laneway or arcade linking Franklin Public transport – bus Street to Therry Street, and facilities Public transport – tram to support the growing local community.

32 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN Final DrafT melbourne.vic.gov.au