ourPlace Concord Road, North Strathfield PLACE PLAN A Place Plan identifies the key stakeholders, opportunities and “constraints of shopping precincts and the actions that may be implemented Background What is a Place Plan? Concord Road, North Strathfield Shopping Village (‘the A Place Plan identifies the key stakeholders, precinct’) is a small neighbourhood centre servicing opportunities and constraints of shopping precincts a primary trade area of approximately 4850 residents and the actions that may be implemented. It identifies and local workers. This Place Plan relates to the retail and prioritises short and long term opportunities. The precinct section of Concord Road which is bound by objective is to work together in creating ‘places’ that Wellbank Street and Correys Avenue. provide economic, social and cultural nourishment for the people who will use them. This landholding was granted to Henry David Bray, the third Mayor of the Municipality of Concord and Place planning recognises the knowledge and strengths grandson of Sergeant John and Mary Bray, in 1859. of local communities, aims to build community capacity The precinct was established in the subsequent years and brings together the City of Canada Bay, business following the initial subdivision of the Clermont Estate in and residents in planning and delivering desired 1917. This coincided with the installation of the North outcomes. It is a proactive process integrating social, Strathfield Train Station and the establishment of what environmental, physical and economic development to was considered a new appealing suburb located only provide both short and longer term direction. 15 minutes from the Sydney Central Business District. Objectives of the Place Plan The precinct and the immediate residential area has evolved into a culturally diverse medium density suburb. The intent of the Place Plan is to create a place of meaning and connection for residents, business owners This Place Plan, a living document which will be and visitors. The overarching objectives identified by the monitored and developed over time, is a result of robust community are to: community engagement and will assist our community in identifying actions which respond to current and • Improve the public realm and amenity future constraints and opportunities. • Identify and meet the needs and aspirations of the community now and in the future • Enhance the environmental, social and cultural sustainability of the place • Retain and attract businesses and residents • Improve engagement and confidence between Council, residents and businesses Place Plan | 3 Methodology Research and Analysis To enhance our understanding of the precinct, significant research and analysis was undertaken, including: • Investigating the history of the site area including the locating of photographs and maps • Audit of the physical place comprising of: – Current recreation, historical, cultural and public art assets within the vicinity – Condition of publicly and privately owned assets including commercial businesses – Parking, cycle and pedestrian access throughout the site area – Streetscape infrastructure: footpaths, street furniture, landscaping, lighting, place identifiers and entry signage, directional signage, visitor information signage, banners, bike parking, business use of the footpath, public toilets • Analysis of commercial property: – Historical Land Values – Retail rents and yields, average capital values and occupancy rates – Ownership and Tenure Council defines community in the broadest sense • Analysis of business and economy to include City of Canada Bay residents, visitors, – Commercial and retail business mix ratepayers, businesses, community organisations, – Competing centres neighbouring councils, other tiers of government and – Statistical area industry mix, employment size other stakeholders with an interest in the City. and turnover Internal Project Group – Socio-economic analysis • Review and consolidation of reference Council established an internal project group with documentation including Council plans and representation from relevant Council business units. strategies, and regional publications This group enabled regular collaboration and a forum for issues and opportunities to be explored holisticly. Community Engagement and Internal Project Group Business Interviewing and Surveying Our approach aligns with the City of Canada Bay’s In March 2012, Council Officers meet with individual Community Engagement Policy which aims to work businesses within the site area to discuss current together with our community and relevant stakeholders constraints. In addition, businesses were invited to to build effective relationships and enhance decision- participate in a survey. A total of 16 (43%) of the 37 making, plans and policies and ultimately outcomes. interviewed businesses undertook the survey. It is a two-way process of dialogue by which the aspirations, concerns, needs and values of our local community and other relevant stakeholders are incorporated into documentation. 4 | City of Canada Bay Council The precinct and the immediate residential “area has evolved into a culturally diverse low density suburb Residents Surveying Development of Vision and Strategic Framework In May 2012, owners and occupiers of the 1297 residential properties within a 500 metre radius of the The vision and strategic framework were derived from site area, were invited to participate in a confidential key themes identified by the community through the survey to enhance Council’s understanding of engagement process. the role and function of the precinct and obtain recommendations for its improvement. With 26% of Identification and Prioritisation of Actions these properties tenanted,1630 surveys were distributed Actions for improvement were identified by Council with a return to sender rate of approximately five officers and the community through the above percent. 191 (12%) residents, returned completed mentioned engagement. The prioritisation of actions surveys via mail or online. Resident surveys were also resulted through collaboration between the community available in Italian, Greek, Korean and simplified Chinese. and Council and determined on maximise impact and current resource allocation. Visitor Surveying On 26 May 2012, Council Officers undertook visitor Relation to existing Plans and Policies surveys in the precinct. NSW Department of Planning: Metropolitan Plan for Sydney 2036 (Sydney Inner West Subregional Strategy) Online Community Forum In June 2012, the City of Canada Bay community RDA Sydney Regional Plan 2011 was invited to participate in an online forum to review City of Canada Bay Council FuturesPlan20 community responses, draft documentation and Canada Bay Housing and Employment Study, 2008 concepts and provide additional comment. Attracted City of Canada Bay Delivery Plan 2011-2014 283 unique visitors. Delivery Plan City of Canada Bay Local Planning Strategy Community Workshops 2010 - 2031 On 13 and 17 June 2012, Council conducted two 2 City of Canada Bay Local Environmental Plan 2008 and hour community workshops. The workshops attracted Canada Bay Development Control Plan 33 participants. Deloitte Access Economics, The NSW economy in 2020: A fore-sighting study Community Newsletter In June 2012, a hard copy newsletter was distributed to over 1300 properties within the primary trade area and 137 community members have registered to receive online eNewsletters. Place Plan | 5 The Precinct Today People and Community Residential Catchment: Concord Road, North Strathfield is bordered by the suburbs of Concord, North Strathfield and Concord West. An overview of the local residential population is set out below: Concord North Strathfield Concord West Population 2011 Census 14150 4,441 5850 Population Forecasted 2031 14682 8336 6370 Change of Median Age of Persons 2006 to 2011 38 to 39 years 33 to 31 years 39 to 39 years Biggest growth forecasted in persons 2011 - 2031 Over 60 years 35-49 years 18 - 34 years Change in Median Household Income $1352 pw to $1392 pw to $1391 pw to 2006 to 2011 $1734pw $1590pw $1750pw Median Family Income 2006 $1605 pw $1517 pw $1632 pw Index of Economic Resources (percentile ranking 80% 70% 83% within NSW) 2006 Mean Res. House Sale Price 12mths to $1,070,000 $807,000 $995,000 February 2012 Change % March 2011 to February 2012 3% 11% 5% Mean Res. Unit Sale Price 12mths to February 2012 $500,000 $515,000 $428,000 Change % March 2011 to February 2012 6% 3% 0% Primary Trade Area (PTA) For the purposes of this Plan, the PTA is defined as the residential and working population within a 500m Residents views from the May survey walking distance of the precinct which is estimated at 4850 people. The PTA includes an estimated • Residents are loyal to local businesses with 50% residential population of 4600 people and key residential visiting the precinct daily and 37% weekly, primarily characteristics are set out below. for everyday needs such as groceries, post office and chemist in addition to dining out. They believe that the precinct and their shopping experienced would Residential Characteristics be enhanced by (in order of priority) cafes, bank Primary School aged children 700+ branches, hardware, greengrocer and fashion retail. Residents born in southern European 15% • 45% of residents are typically spending between countries, predominantly Italy and Greece $20-$50 per visit to the precinct, reflecting their Emerging cultures Asian primary uses of the precinct. Escape expenditure