Report to the Future Melbourne (Planning) Committee Agenda Item 6.3
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Page 1 of 23 Report to the Future Melbourne (Planning) Committee Agenda item 6.3 Planning Permit Application: TP-2015-549 8 September 2015 99-127 Pearl River Road, Docklands Presenter: Evan Counsel, Planning Coordinator Purpose and background 1. The purpose of this report is to advise the Future Melbourne Committee of a Planning Application at 99- 127 Pearl River Road, Docklands (refer Attachment 2 – Locality Plan). This matter is presented at the request of Councillor Mayne. The planning permit application was submitted on 25 June 2015. No formal amendments were made to the application throughout the process. The applicant is O’Brien Group C/- Kevin McCullagh Pty Ltd, the owner is AM Harbour Town Nominees Pty Ltd. The signage design and fabrication is by Eness. 2. The subject site is located within the Docklands Zone Schedule 6 and is affected by the City Link Project Overlay. The site is also affected by the Design and Development Overlay 12, the Development Plan Overlay 7 and the Parking Overlay 10, however these overlays are not relevant to the application. 3. The Icehouse is a significant recreation facility which hosts Sports and Recreation Victoria and the Olympic Winter Institute of Australia. 4. The application seeks approval to erect and display three internally illuminated major promotion, business identification sky signs. The proposed signs would consist of block white lettering of the words ‘O’Brien Group Arena’. As proposed the signs would be located projecting above the building on the north, east and west elevation (refer Attachment 3 – Selected Plans). 5. The application is exempt from requirements for the formal giving of notice and third party review rights. The application was referred to VicRoads and Places Victoria as a determining referral authority. Neither authority objected to the application. 6. The proposal also requires written consent from the Minister for Planning for the proposed signs pursuant to the City Link Project Overlay. Plans have been submitted to the Department of Environment, Land, Water and Planning for consideration. Key issues 7. The key issues in relation to the application relate to location and size of the three sky signs. Urban Design advice was unsupportive of the location and size of the proposed signs. The Local Policy for Advertising Signs states that sky signs are discouraged. Given the architecture of the building and relevant policy, it is recommended that a condition be included on any permit to issue requiring that the signs be located high on the façade of the existing building rather than above it. Recommendation from management 8. That the Future Melbourne Committee resolves that a Planning Permit be issued subject to the conditions listed in the attached delegate report (Attachment 4). Attachments: 1. Supporting Attachment 2. Locality Plan 3. Selected Plans 4. Delegate Report 1 Page 2 of 23 Attachment 1 Agenda item 6.3 Future Melbourne Committee 8 September 2015 Supporting Attachment Legal 1. Division 1 of Part 4 of the Planning and Environment Act 1987 (Act) sets out the requirements in relation to applications for permits pursuant to the relevant planning scheme. Finance 2. There are no direct financial issues arising from the recommendations contained in this report. Conflict of interest 3. No member of Council staff, or other person engaged under a contract, involved in advising on or preparing this report has declared a direct or indirect interest in relation to the matter of the report. Stakeholder consultation 4. The application was exempt from notice and review. Places Victoria where informally notified of the application and did not object to the proposal. Relation to Council policy 5. Relevant Council policies are discussed in the attached delegate report (refer Attachment 4). Environmental sustainability 6. The Local Policy for Energy Water and Waste at Clause 22.19 of the Melbourne Planning Scheme is not applicable to a signage application. 1 Page 3 of 23 Attachment 2 Agenda item 6.3 Future Melbourne Committee 8 September 2015 Locality Plan – 99-127 Pearl River Road, Docklands Page 4 of 23 Page 5 of 23 Page 6 of 23 Page 7 of 23 Page 8 of 23 Page 9 of 23 Page 10 of 23 Page 11 of 23 Page 12 of 23 Page 13 of 23 Page 14 of 23 Page 15 of 23 Page 16 of 23 Attachment 4 Agenda item 6.3 Future Melbourne Committee 8 September 2015 DELEGATED PLANNING APPLICATION REPORT Application number: TP-2015-549 Applicant: Kevin McCullagh & Associates Address: Icehouse, 99-127 Pearl River Road, DOCKLANDS VIC 3008 Proposal: The erection and display of internally illuminated, major promotion, business identification, high wall signs. Date of application: 24 June 2015 Responsible officer: Dianne King 1 SUBJECT SITE AND SURROUNDS The subject site is the existing Icehouse in Docklands. The building was purpose built to be the premier ice sports venue in Victoria and Australia. The venue hosts the Olympic Winter Institute of Australia, Access Victoria, school and community groups. The building itself was designed to look like an ice block with clean smooth white walls and a solid form. The site is located in a highly visible location, just off Footscray Road, the Melbourne Star observation wheel to the east, and the City Link Freeway and Moonee Ponds Creek to the west. Aerial Photo Page 17 of 23 2 BACKGROUND AND HISTORY 2.1 Application History Pre-application discussions raised possible issues with the signs projecting above the building façade. Following referral of the application, the applicant submitted further justification for the signs including details of the significance of the Icehouse to the State, Tourism and the Winter Sports community, and 3D Render of the proposed design response. 2.2 Planning Application History Previous façade signs were issued by the Minister for Planning. The site has since been allocated back to City of Melbourne as the Responsible Authority. 3 PROPOSAL It is proposed to remove all existing signage on the building with the exception of the Olympic Winter Institute (OWI) signage, and erect three new business/building identification signs. The proposed signs are defined as internally illuminated major business identification sky signs. They are proposed to replace the previous branding ‘Medibank Icehouse’ with ‘O’Brien Group Arena’ and will be placed on the eastern, northern and western facades. The signs will project above the building façade. The signs vary in size as follows: East Sign 1: 28,100mm x 1,630mm North Sign 2: 19,000mm x 1,100mm West Sign 3: 23,000mm x 1,335mm 4 STATUTORY CONTROLS The following clauses in the Melbourne Planning Scheme require a planning permit for this proposal: Clause Permit Trigger Clause 37.05 Pursuant to Clause 37.05 Schedule 6, a permit is required to erect an advertising sign. Docklands Zone 6 Clause 43.02 N/A Design and Development Overlay Schedule 12 Clause 43.04 N/A Development Plan Overlay Schedule 7 Clause 45.07 Pursuant to Clause 45.07, a permit is required for the proposed signage. City Link Project Overlay Clause 45.09 N/A Parking Overlay Schedule 10 Page 18 of 23 5 STRATEGIC FRAMEWORK 5.1 State Planning Policy Framework (SPPF) The relevant provisions of the SPPF are summarised as follows: Clause 17.03-1 seeks to encourage tourism development to maximise the employment and long-term economic, social and cultural benefits of developing the State as a competitive domestic and international tourist destination. Relevant strategies include ‘facilitating local, national and global connections and alliances’ and ‘providing information and leisure services’. 5.2 Local Planning Policy Framework (LPPF) 5.2.1 Municipal Strategic Statement (MSS) The relevant provisions of the MSS are summarised as follows: Clause 21.08-1 includes strategy 1.2 ‘Enhance the viability, diversity and vitality of shops and services in local retail centres’. Clause 21.08-2 includes strategy 1.2 ‘Support the development of Docklands … as a vibrant business and retail area…’. Clause 21.13 includes the following relevant objective ‘Ensure buildings on landmark sites which terminate views or vistas or mark key local focal points are designed to the highest quality’. Clause 21.17 relates to reference documents. Relevant to this application is the ‘Melbourne Docklands Outdoor Signage Guidelines 2004’. 5.2.2 Local Policies Pursuant to Clause 22.07 – Advertising Signs, the Docklands Zone has the objective to (inter alia) ‘Promote a thriving and vibrant mixed use inner city environment that includes major sporting and entertainment, leisure and recreation facilities’. Signs should: ‘Be innovative. Signage should be designed to not only fulfil its primary purpose but also be innovative and creative in the way that it fulfils that purpose. Be integrated. Signage should reinforce the contemporary character of Docklands and be designed to enhance and complement the surrounding environment and architecture. The signage response may vary according to its physical context. Be durable. Signage design and materials should be of high quality. The marine environment of Docklands should be considered in the choice of materials as well as flexibility for updating and changing the signage in the future.’ 6 ZONE The subject site is located within the Docklands Zone Schedule 6. The purpose of this Zone is: To provide for a range of commercial, residential, recreational, educational, technology and business and leisure uses within a mixed use environment. To provide for a range of active and people orientated uses at the lower levels of buildings that are complementary of residential uses. To acknowledge the retention of port related activities west of Bolte Bridge. Page 19 of 23 7 OVERLAY(S) The subject site is affected by the City Link Project Overlay. Pursuant to Clause 66.04 the proposal was referred to VicRoads for comment.