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Commercial Activity Centres Strategy

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Commercial Activity Centres Strategy City of Greater Shepparton Commercial Activity Centres Strategy Prepared for City of Greater Shepparton by Essential Economics Pty Ltd In association with Spiire N ovemb er 2015 Authorship Report stage Author Date Review Date Sean Stephens, Draft report Andrew Rossiter and 19 December 2014 John Henshall 6 January 2015 Jane Macey Sean Stephens, Advanced Draft Andrew Rossiter and 30 April 2015 Sean Stephens 30 April 2015 Jane Macey Sean Stephens, Final Draft Andrew Rossiter and 3 July 2015 John Henshall 25 July 2015 Jane Macey Final report Sean Stephens 23 October 2015 Council Acknowledgements This project was developed under the supervision of the Planning and Investment Attraction Departments of Greater Shepparton Council. Individual staff with direct project input included: Colin Kalms (Project Director) – Manager Planning Ian Boyle (Project Manager) – Team Leader Strategic Planning Sam Kemp – Graduate Strategic Planner Geraldine Christou – Manager Investment Attraction Michael Carrafa – Team leader Investment Attraction. The input and support of other Council staff and Councillors is also acknowledged and appreciated. Disclaimer Although every effort has been made to ensure the accuracy of the material and the integrity of the analysis presented herein, Essential Economics Pty Ltd accepts no liability for any actions taken on the basis of the contents of this report. The information in this report has been prepared specifically for the stated client. This document should not be used or replicated in any way by any other party without first receiving written consent from Essential Economics Pty Ltd. Contact details For further details please contact Essential Economics Pty Ltd at one of our offices: 96 Pelham Street Level 26 / 44 Market Street Carlton Sydney Victoria 3053 New South Wales 2000 Australia Australia PH +61 3 9347 5255 PH +61 2 9089 8654 FAX +61 3 9347 5355 EMAIL [email protected] WEB www.essentialeconomics.com ABN 92 079 850 427 Our Reference: 14011 Preface The Greater Shepparton Commercial Activity Centres Strategy 2015 has been prepared by Essential Economics, in association with Spiire. In preparing the Strategy, a detailed consultation program has been undertaken, including a general call for submissions, workshops, face-to-face meetings, a business survey, ‘phone survey and stakeholder briefings. The role of an activity centres strategy is to provide a sensible policy framework that ensures the commercial areas within a municipality function in a manner that supports business growth, employment and community well-being. In Greater Shepparton, no comprehensive activity centre policy framework has previously been implemented, although numerous strategic policies individually deal with activity centre planning issues. This Strategy emphasises the importance of ensuring that Shepparton remains a key service centre for a broad region of north-central Victoria and southern New South Wales. For this reason, a focus is placed on ensuring that the Shepparton CBD undergoes an ongoing process of investment and renewal that confirms its role as a ‘Central Activities District’. The CBD will continue to meet the higher-order retail, commercial, cultural, administrative and other needs of a wide geographic area that extends well beyond municipal boundaries. Likewise, the importance of Shepparton Marketplace as a complementary retail-focussed centre is recognised. A policy framework is also applied in the Strategy that emphasises the application of the activity centre hierarchy as a tool to guide investment and determine the role and function of individual centres. Ultimately, it is envisaged that this Strategy will be an overarching document that informs – but does not prescribe – future-decision making by Council and relevant stakeholders. Contents Executive Summary .............................................................................................................. i Introduction ........................................................................................................................ 1 Background ................................................................................................................................................... 1 Study Objective ............................................................................................................................................ 1 Terms and Definitions .................................................................................................................................. 1 Consultation ................................................................................................................................................. 3 Part A: Background Report ............................................................................................. 5 1 Context for Commercial Activity Centres ..................................................................... 6 1.1 What are Activity Centres? ............................................................................................................... 6 1.2 Why Have an Activity Centres Strategy? ........................................................................................... 6 1.3 Activity Centres in the Greater Shepparton Economy ...................................................................... 7 1.4 Activity Centres in the Regional Context ........................................................................................... 9 1.5 Key Trends for Activity Centres ....................................................................................................... 11 1.6 Policy Context.................................................................................................................................. 14 1.7 Shepparton Show Me ...................................................................................................................... 18 1.8 Implications for Strategy ................................................................................................................. 19 2 Activity Centres in Greater Shepparton ..................................................................... 21 2.1 Application of a New Activity Centres Hierarchy ............................................................................ 21 2.2 Central Activities District ................................................................................................................. 28 2.3 Regional Retail Centre ..................................................................................................................... 35 2.4 Sub-Regional Centres ...................................................................................................................... 39 2.5 Neighbourhood/Town Centres ....................................................................................................... 43 2.6 Local/Township Centre ................................................................................................................... 46 2.7 Enterprise Corridor .......................................................................................................................... 46 2.8 Existing Retail and Commercial Floorspace Provision ..................................................................... 49 2.9 Implications for Strategy ................................................................................................................. 51 3 Population and Socio-Economic Trends ..................................................................... 52 3.1 Study Area ....................................................................................................................................... 52 3.2 Population Levels ............................................................................................................................ 54 3.3 Population Forecasts ....................................................................................................................... 55 3.4 Socio-Economic and Demographic Characteristics ......................................................................... 58 3.5 Implications for Strategy ................................................................................................................. 58 4 Economic Analysis .................................................................................................... 60 4.1 Existing and Forecast Retail Spending ............................................................................................. 60 4.2 Retail Performance.......................................................................................................................... 63 4.3 Escape Spending .............................................................................................................................. 65 4.4 Potential for Additional Retail Development .................................................................................. 66 4.5 Other Development Opportunities for Activity Centres ................................................................. 73 4.6 Implications for Strategy ................................................................................................................. 75 5 Summary of Issues and Opportunities ....................................................................... 77 5.1 Issues ............................................................................................................................................... 77 5.2 Opportunities
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