QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN the Queen Victoria Market Precinct Renewal Master Plan Was Endorsed by the Melbourne City Council on 28 July 2015

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QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN the Queen Victoria Market Precinct Renewal Master Plan Was Endorsed by the Melbourne City Council on 28 July 2015 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN The Queen Victoria Market Precinct Renewal Master Plan was endorsed by the Melbourne 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 Robert Doyle Introduction Purpose In October 2013, the City of Melbourne 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.
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