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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

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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 8 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 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 made 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 3 The Queen Victoria Market Precinct Renewal Project Introduction In October 2013, the City of Melbourne announced the largest investment in its history to renew the Queen Victoria Market, and create one of the world’s great market precincts. Our aim is to preserve the Queen In the market’s next evolution we Victoria Market’s heritage and traditional are committed to respecting and market atmosphere, while allowing the preserving its diverse heritage. To market precinct to evolve and meet the date, a broad community engagement contemporary needs of visitors, traders process, focused consultation with and our growing city. Improvements to key stakeholders, and a variety of the physical environment will allow a professional investigations into the flourishing market to grow and evolve market’s operation, site and context into the future. have been undertaken. Key principles have been established to support this We have developed the Queen Victoria commitment. Community and trader Market Precinct Renewal Master Plan feedback has strongly shaped and to ensure this happens in consultation supported our vision for renewal. with the community, market visitors and traders. Central to our thinking is the In developing the Master Plan, the need recognition that prosperous traders to review existing development controls 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 “Investing now will ensure that the Queen Victoria Market is part of our city forever. We want to preserve and celebrate the market’s iconic features while retaining aff ordability and ensuring the market is competitive in a changing retail environment.” Lord Mayor Robert Doyle Purpose 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, 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 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 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 providing more open spaces and places distinct areas, or ‘quarters’ within the for events, eating and meeting, easier The market’s sheer size, complexity market precinct. The quarters reflect access for pedestrians, cyclists and of operations, diversity of customers, the varied trading models in different commuters, and better parking. significance of its heritage and scope parts of the market, as well as existing of desired improvements mean that Community and trader feedback has spaces and structures. For each of these this renewal will not occur as a single been included in a Strategic Brief quarters, the Master Plan highlights the project, but rather as a collection prepared by Queen Victoria Market vision, priorities and key improvements of many projects, each large and management. The Strategic Brief to be delivered. It also identifies key complicated in its own right. The describes a vision for the market, issues to be resolved that have potential Master Plan therefore aims to provide outlining the current state of operation impacts beyond their specific location. the framework to coordinate a suite and recommending changes to enable of projects that can be developed with the precinct to evolve and thrive a degree of independence from each for generations to come. It contains other, which also complement each detailed assessments and rationales for other and contribute to the precinct proposed improvements. It is publicly as a whole. QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 5 Key considerations in developing the Master Plan Queen Victoria Market Precinct Location and Staging Plan Victorian government agreement To support the Queen Victoria Market Key development timing obligations Precinct Renewal, the Victorian Replace current car spaces within Enhance and renovate northern Government and the City of Melbourne the existing at grade car park (A) Upper Market Sheds to support have entered into a formal agreement to elsewhere within the market precinct trading and incorporate new market realign Franklin Street at the south end by 2019, and convert the existing trading services and facilities of the market and transfer some Crown car park to a high quality public by 2019. land to the City of Melbourne. space by 2022. Upgrade streetscapes adjoining Freehold land will be created as a Construct a new Queen’s Corner Queen Victoria Market (Elizabeth, result of the land transfer, providing building within a portion of the Peel, Queen, Therry and Victoria opportunities for commercial and Queen Street road reserve (B) streets) and public transport residential development to add to the for the Victoria Visitor Centre and infrastructure by 2026. vibrancy and potential of the area. Funds new market management facilities secured through the development of this Corner Queen and Therry streets by 2026. land will be reinvested into the Queen (commonly known as the Victoria Market. The realignment of Construct New Franklin Street Munro site)* Franklin Street will improve vehicular by 2019 (C). movements, deliver economic benefits Reconfigure land parcels and create a new route to Docklands. Including the retained Franklin The land changes will also remove two Street stores (D) and portions of the dangerous roundabouts along Franklin Franklin Street road reserve (E) to Street, improve pedestrian and traffic create mixed use development sites connections around the market and by 2026. improve the amenity of streets around the market. 6 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN *To be referenced in the Victorian Government Agreement. KEY FINDINGS FROM 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.
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