City of Port Phillip Creative Industries Mapping Project June 2019 Image 1 Front cover image: Paradise by Phillip Adams BalletLab and Yellow Wheel. Photo by Gregory Lorenzutti This independent report has been Prepared by Hodyl + Co with Jack prepared for the City of Port Phillip. Fowler for the City of Port Phillip All due care has been taken in the www.hodyl.co preparation of this report. Hodyl + Co, however, are not liable to any person or Project team: entity for any damage or loss that has Leanne Hodyl occurred, or may occur, in relation to Bec Fitzgerald that person or entity taking or not taking Jack Fowler action in respect of any representation, statement, opinion or advice referred within this report. June 2019 Version D 2 Port Phillip Creative Industries Mapping | Hodyl + Co Contents Introduction 4 1. Creative industry definitions 6 2. Creative industries overview 10 3. Port Phillip creative industries 13 4. Neighbourhood profiles 25 South Melbourne St Kilda Fishermans Bend 5. Inner Melbourne major infrastructure analysis 41 References 49 Port Phillip Creative Industries Mapping | Hodyl + Co 3 Introduction In 2018, the City of Port Phillip Purpose of this project There are developed the Art and Soul - Creative and Prosperous City Strategy 2018- The purpose of this project is to 2022. This strategic work articulates deliver Action 9 of the Art and Soul - almost 500 three outcomes and 35 actions aimed Creative and Prosperous City Strategy at fostering the right conditions to 2018-2022. identified sustain and grow a thriving creative ecosystem. Action 9 Map the innovation and creative creative Of most direct relevance to this ecosystem including infrastructure project is Outcome 2: A Prosperous assets such as buildings, creative spaces and City that connects and grows spaces, studios, work spaces and businesses. This outcome recognises social assets such as community the important contribution that groups, school communities, businesses creative industries make to the local not for profit organisations, community and economy. businesses, philanthropic and interest groups.2 in the City of It identifies Port Phillip’s competitive location, high growth population The mapping captures all identified Port Phillip. and centrality as key strengths of buildings, creative spaces, Port Phillip as a place to locate studios, work spaces and creative businesses. It articulates 12 actions businesses. The social assets (Actions 9-20) to progress Outcome mapped social organisations 2 that build on these identified which include community groups, strengths. school communities, not for profit organisations and philanthropic and The strategy also identifies the interest groups that are focused on importance of providing a range creative industries. This includes, for of suitable and affordable creative example, not for profit organisations spaces within Port Phillip. It that advocate for the creative sector. found that increasingly creative practitioners are looking outside of Port Phillip to find development, rehearsal and presentation spaces. There was also an identified need for temporary spaces to test ideas, innovate and activate places.1 1 City of Port Phillip, 2018 2 City of Port Phillip, 2018 4 Port Phillip Creative Industries Mapping | Hodyl + Co The findings from Action 9 will form Report structure 5. Inner Melbourne major the basis of Action 10 - infrastructure analysis The report is structured in five parts: A major infrastructure analysis Action 10 was undertaken within a 10km Develop and implement a four- 1. Creative industry definitions radius of Port Phillip City Council. year action plan in consultation An overview of the creative industry The analysis focused on live music with industry and the community, definitons used as the basis of the venues, theatres and other major addressing affordability and report and of the method used to cultural attractions to understand the availability of diverse space categorise the dataset. Port Phillip’s comparative strengths for entrepreneurs and start- and weaknesses for major drawcard venues within a broader strategic ups, clustering and Council’s 2. Creative industries overview role in securing and leveraging context. An overview of creative industries in investment opportunities, inner Melbourne and in the City of including opportunities during Port Phillip. Digital interface the transition of Fishermans Bend. The innovation and creative 3. Port Phillip creative industries The report is supported by a digital ecosystem mapping will provide interface which collates the data A mapping exercise to establish a the basis for funding these into an easy-to-use visual format. spatial understanding of creative activities in years three and This interface will provide a readily 3 industries within the municipality beyond. accessible resource for industry was undertaken. This included the and community members. This identification of industry clusters and This work will assist Council in will provide an effective tool for neighbourhood clusters. effective decision-making as it will consultation and an ongoing resource establish an evidence base to address for the community. issues related to the affordability, 4. Neighbourhood profiles diversity and suitability of creative The neighbourhood profiles provide spaces within Port Phillip. an overview of the particular characteristics of the identified The mapping will also ensure that neighbourhood clusters - South Council can leverage their investment Melbourne, St Kilda and Fishermans in creative industries in identified Bend. creative clusters and within the Fishermans Bend Urban Renewal Precinct to have maximum impact. 3 City of Port Phillip, 2018 Port Phillip Creative Industries Mapping | Hodyl + Co 5 1. Creative industries definitions Creative industries are recognised Definitions Creative as making a valuable contribution to Victoria’s culture, economy and The dataset includes creative society. The creative industries are businesses and creative spaces. industries are constantly evolving and span across Sometimes a creative space might multiple sectors. They cover diverse host multiple creative businesses. In constantly disciplines from game design and this case, the creative space and the music publishing to filmmaking and creative businesses are all captured architecture. These industries are as individual data points. evolving and united by their role in the generation of creative ideas and content. The dataset also includes outdoor event spaces and community centres span across that are managed by the City of Port Phillip and are available for creative multiple use and events. The data collected was categorised sectors. in three ways: industry, industry sub- category and type. 6 Port Phillip Creative Industries Mapping | Hodyl + Co 1. Industry 2. Industry sub-category Making - The ‘making’ category The data was categorised into 12 Each individual business was also includes all creative spaces and industries: attributed a more specific type within businesses that produce creative its industry category. For example, outputs. These include artist studios, • Art within the music industry, sub- film studios, recording studios and categories included music venues, co-working spaces. • Cultural nightclubs, orchestras, recording • Dance studios, art organisations (focused Learning - The ‘learning’ category • Design on music), specialised equipment includes all creative spaces that • Fashion hire, music entertainment (performer teach people new creative skills. management), music publishing and These include music schools, art • Film + Television music schools. schools, dance schools, higher • Media education institutions. • Music 3. Type • Theatre Creative businesses and spaces Advocacy - The ‘advocacy’ category includes all organisations that • Photography were categorised according to the overarching role of each business advocate for creative industries and • Community or space in the creative industries for people working within creative • Co-work ecosystem. This particularly assists industries. in understanding the relationship Creative spaces and businesses between ‘the creator’ and ‘the Categorisation that fall into multiple categories audience’ or wider community See Table 1 and Table 2 for a appear on the digital interface under participants. comprehensive overview of the data an additional category ‘Multiple’. categorisation by type, industry and For example, Gasworks Arts Park Experiencing - The ‘experiencing’ industry sub-category. falls into the Art, Cultural, Film category includes all creative spaces + Television, Dance and Theatre that people visit to experience industry categories. creative outputs. These include theatres, galleries, libraries and music venues. Port Phillip Creative Industries Mapping | Hodyl + Co 7 Industry Industry sub-categories Type Creative Victoria sector Art Artist Studio Making Visual arts and crafts Textile Manufacturer Making Visual arts and crafts Framer Making Supporting activities Printer Making Supporting activities Gallery Experiencing Visual arts and crafts Arts Organisation Advocating Supporting activities Multi-Functional Space Making, Experiencing, Learning Other Cultural Library Experiencing Libraries and archives Little Free Library Experiencing Libraries and archives Museum Experiencing Museums Multi-Functional Space Making, Experiencing, Learning Other Dance Dance Company Making Performing arts Dance Studio Making, Experiencing Performing arts Dance School Making Performing arts