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MELBOURNE CULTURAL PRECINCTS PLAN Page 1 of 49 Page 1 of 49 MARKETING AND EVENTS COMMITTEE Agenda Item 5.1 REPORT 13 March 2007 MELBOURNE CULTURAL PRECINCTS PLAN Division Commerce & Marketing Presenter Mary Hennessy, Manager Melbourne Marketing & Retail Development Purpose 1. To seek approval of the Melbourne Cultural Precincts Plan (the Plan) and a management model to report on the Plan. Recommendation from Management 2. That the Marketing and Events Committee approves the Melbourne Cultural Precincts Plan as well as the Terms of Reference outlining the management model including a steering committee consisting of the City of Melbourne, State Government of Victoria, and Victorian Multicultural Commission. Key Issues 3. Melbourne has an international reputation as one of the world’s truly successful multicultural cities. The many cultural communities have brought and continue to bring rich traditions and perspectives to modern day Melbourne. The Plan ensures that the three cultural precincts of Chinatown, Lonsdale Street and Lygon Street will continue as authentic and stimulating celebrations of Chinese, Greek and Italian culture within Melbourne. 4. During September to October 2006, steering committee meetings, planning seminars and visioning workshops were conducted in each of the 3 Cultural Precincts. Invitations to the visioning workshops were extended to 2,900 addresses contained within the City of Melbourne rates database. A brochure outlining the details and purpose of the workshops was produced and distributed in study areas. Advertisements were also placed in the each of the 3 ethnic newspapers (Il Globo, Neoz Kosmos & Chinese Daily) promoting the visioning workshops to stakeholders. 5. In October 2006, the Draft Plan was released to the Steering Committee for comment. 6. The Plan outlines the delivery of a 10-year strategic development plan. This initiative will fund restoration of key laneways, street beautification, including art work, landscaping and lighting, as well as boost resources for the communities to showcase their cultural and heritage including their key festivals. 7. The Plan will be supported by an annual budgeted action/implementation plan, including identification of potential sources of funding. 8. The Plan is a joint project between the State Government of Victoria and the City of Melbourne. 9. An internal working party of key work areas within the organisation is currently identifying work to be undertaken in 2007/08 by City of Melbourne, subject to Council’s normal budget process. 10. The Plan is provided in Attachment 1 and the Terms of Reference in Attachment 2 Page 2 of 49 Time Frame 11. Implementation of the Plan to become effective 1 July 2007 Relation to Council Policy 12. The Plan is consistent with City Plan 2010, specifically relating to Inclusive and Engaging City. Consultation 13. In August 2006, Ratio Consultants was commissioned by competitive process to deliver the Plan. 14. During September – October 2006, Ratio Consultants consulted extensively with internal and external stakeholders throughout the process including holding forums in each of the three Cultural Precinct areas. Government Relations 15. The attached Plan has been approved by Department of Innovation, Industry and Regional Development, Government of Victoria. 16. The Plan is jointly funded by Victorian State Government. The State Government announced in October 2006 that it will invest $8 million to boost the vitality and vibrancy of three major cultural precincts – Lygon, Lonsdale and Little Bourke Streets – in partnership with the City of Melbourne and the Italian, Greek and Chinese communities (Attachment 3). 17. City of Melbourne will continue to provide direct financial support to each cultural precinct in capital works, maintenance, retail and business development. Further consultation will be finalised in the 2007/08 budget program. Finance 18. The Plan will be supported by an annual budgeted action/implementation plan, including identification of potential sources of funding. Funding for those initiatives for which City of Melbourne is responsible for 2007/08 will be sought during budget process for 2007/08. Legal 19. The recommendation made in this report is within the objectives and functions of Council. Sustainability 20. This project will have a positive sustainability impact relating to the themes of Connection and accessibility; environmental responsibility; and innovation and business vitality by creating innovative strategies aimed at improving and developing the three cultural precincts in order to celebrate cultural heritage and enhance the thriving destinations for locals and tourists. 2 Page 3 of 49 Background 21. At its meeting on 6 August 2006, the Finance and Governance Committee: 21.1. accepted the proposal to co-fund the Strategic Development Plan for the City of Melbourne’s three cultural precincts. The total budget for the Strategic Development Plan (Melbourne Cultural Precincts Plan) was $100,000. $50,000 was to be provided by Victorian State Government and the remaining budget for the Plan, $50,000 was to be sourced from the Community & Cultural Programs budget which resides in the City Assets & Services Directorate; 21.2. resolved that the Steering Committee consisting of City of Melbourne, State Government and Victorian Multicultural Commission consult with the relevant precinct representatives throughout the process; and 21.3. recommended that a report be presented to the Community Services Committee considering whether there are emerging cultural precincts in the City of Melbourne and how they would be assisted. The Commerce and Marketing Division, formerly the Marketing, Tourism and Major Events Division is currently undertaking a separate process to determine whether there are other emerging cultural precincts within the City of Melbourne and a report will be delivered to committee by July 2007. 22. In August 2006, Ratio Consultants were appointed to produce a ten-year strategic Development Plan for Melbourne’s three cultural business precincts: Greek Precinct, Lygon Street and Chinatown Attachments: 1. Melbourne Cultural Precincts Plan 2. Terms of Reference - Melbourne Cultural Precincts Steering Committee 3. Media Release from the State Government, 28 October 2006 3 Page 4 of 49 February 2007 Chinatown - Lonsdale Greek Precinct - Lygon Street a Strategic Framework for Melbourne’sCultural Precincts Prepared By Ratio Consultants In association with: Land Design Partnership Urban Enterprise Meredith Gould Architects Groupwork Project: 7582 Page 5 of 49 Chinatown - Lonsdale Greek Precinct - Lygon Street Prepared for: City of Melbourne & State Government of Victoria Prepared by: Ratio Consultants In association with: Land Design Partnership Urban Enterprise Meredith Gould Architects Groupwork With additional graphics by: Peter Edgeley Pty Ltd Page 6 of 49 Contents Introduction 3 Contribution of the Cultural Precincts 5 Snapshot 7 Vision Framework 12 Recommendations 16 Next Steps 32 Appendix: Persons Consulted for the Study 34 Page 7 of 49 Chinatown &Lonsdale Greek Precinct CHINATOWN LONSDALE GREEK PRECINCT 1 Page 8 of 49 Lygon Street LYGON STREET PRECINCT 2 Page 9 of 49 Introduction The cultural centres of Lygon Street, the Lonsdale Greek business as an element of“” culture and culture as the basis Precinct and Chinatown are some of Melbourne's most for business. captivating and exciting precincts. They are the cultural hearts of our Italian, Greek and Chinese communities; they The cultural precincts deliver a precious and important are also central to the unique visitor experience in our cultural tourism product to the City of Melbourne. In addition beautiful city. to business, there are opportunities to diversify and enhance cultural activities, festivals and events in the precincts. This Ratio Consultants, together with associated consultants, have could include regular activities such as market days, or been engaged by the City of Melbourne and the State special events including sporting activities and cultural, Government of Victoria to develop a Strategic Framework for spiritual or secular festivals. This element of the Study has Melbourne's Cultural Precincts. strong foundations in the need to continue to promote the precincts along cultural lines and to strengthen the tourism The City of Melbourne's three Cultural Precincts include: - and marketing potentials of the precincts. A key element of this will be to identify existing and future user and tourist + Chinatown, focused on Little Bourke Street (east of markets, consumer perceptions of the precincts and overall Swanston Street) in the CBD; awareness and interpretation. + The Lonsdale Greek precinct, centred on the south-side of Lonsdale Street between Swanston and Russell Streets in Visual presentation is a key element of creating a successful the CBD; and business environment and an interesting place to live, work + Lygon Street precinct (the heart of Melbourne's Italian and visit. The cultural precincts each have an identifiable community), generally between Victoria Parade and existing visual theme, generally linked to culture, heritage Palmerston Street in Carlton. and the activities environment. It is recognised that there is an opportunity to strengthen the cultural and visual themeing of the precincts, through streetscape and other elements, This document is the Final Report in the Strategic Framework emphasising a truly Melbourne approach that is reflective of for Melbourne's Cultural Precincts. It provides a summary of cultural, built form and natural
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