THE KENT TOWN PROJECT Thinking Through the City D 5000+ Introduction M a G I L L R O A

THE KENT TOWN PROJECT Thinking Through the City D 5000+ Introduction M A G I L L R O A

5000+ is a project about city redesign, and city renewal for inner Adelaide. In South Australia, 5000+ represents a once in a generational chance to plan and design for the future and to effect real and lasting change. C E The overarching goal is to create a vision for inner Adelaide that sets the direction for T H T E R R A the long term. Alongside the vision is a set O R N O R of guiding principles outlining community priorities, values and desirable characteristics of inner Adelaide in concise statements as a reference for future design, development and decision-making.

5000+ embraces the city of Adelaide and the areas of the seven adjoining councils: City of Charles Sturt; City of Prospect; Corporation

F U S of the Town of Walkerville; City of Norwood, Y

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Payneham & St Peters; City of Burnside; City of E

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Unley; and City of West Torrens. R

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D D E Q U E T T E V I L L E Institute Building Cnr of North Terrace T & Kintore Avenue Adelaide E R R South Australia 5000 A C E +61(0)8 8463 6390 [email protected] [email protected] www.5000plus.net.au www.integrateddesign.sa.gov.au/

July 2012

Integrated Design Commission of South Australia, The Department of the Premier and Cabinet, Government of South Australia. K E N S I N G T O N R O A D All Rights Reserved. Cover Image: Artwork by Sam Evans, Sebastian Humphreys, Gary Seaman, KAB101 & Ghostpatrol College Road, Kent Town SA. Photo by Mick Bradley A project of Carclew Youth Arts’ Public Art Program 3

M A G I L L R O A D

C E Contents T H T E R R A O R N O R Kent Town Creative Industries Mapping

Thinking Through the City 4

A Creative Industries Precinct 5

F U S Maps 6 - 17

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D D E KENT TOWN Q U E T T E V I L L E The Kent Town Project is part of the T E R R

A C E Norwood Payneham & St Peter’s THINKING THROUGH THE CITY STRATEGY. It is a collaborative project between the Council and the Integrated Design Commission with additional support provided O A D K E N S I N G T O N R by Arts SA. 4

THINKING THROUGH THE CITY: THE KENT TOWN PROJECT

Teresa Crea, Lead Creative - Thinking Through the City June 2012

BACKGROUND PROPOSAL OUTCOMES The Kent Town precinct has been This pilot project aims to: • The trial of an integrated identified inThe 30 Year Plan for cross-departmental approach Greater Adelaide as a ‘significant within Council through the high density, mixed use, and Map the creative industries in establishment of a cross- regeneration opportunity’. the precinct in order to better functional project team, and a understand and analyse the collaborative approach based links, gaps and needs from the on the sharing of resources This is a complementary objective creative industry and business and expertise across to the City of Norwood Payneham perspectives. departments. & St Peter’s key land use objective for Kent Town, which is to create • The prototype of a ‘creative a vibrant and sustainable mixed Use this data to inform the mapping’ process by testing use precinct through a new urban development of land use, new software and mapping form comprising of residential economic development policies strategies to develop an apartments above retail, and and public art proposals for the integrated council database commercial land uses with an precinct. and overview of stakeholder integrated public realm that needs for future planning and encourages a vibrant urban life business development. Foster community and business with day and night economies, • The development of a brief networks by establishing a in addition to public recreation for art in the public realm network of local creative business opportunities such as walking integrating planning, design & community stakeholders; and and cycling throughout the and arts methodologies at to seek feedback through the precinct. an early stage of project mapping and development of development. public art proposals. • The rapid prototyping of three Kent Town is already home to 170 City of Norwood Payneham & St Peters creative industry businesses – the creative concepts emerging Identify potential future public Kent Town creative and digital from this brief for future 175 The Parade, Norwood SA 5067 art sites and creative industry consideration as Public Art media industries have been also T 8366 4555 F 8332 6338 collaborations through the identified as priorities for the Commissions in Kent Town. concept development and rapid www.npsp.sa.gov.au Council’s Business and Economic prototyping of three temporary Development Strategy 2008 - 2013. art proposals for the precinct Temporary and permanent public art installations on public and private land will be encouraged Test an integrated, cross- to further complement and departmental approach to strengthen this identity. the project development and implementation of arts projects within Council. A CREATIVE INDUSTRIES PRECINCT

Defining, Categorising and Measuring Creative Industries Mapping Creative Industries

DEFINING CATEGORISING MEASURING Mapping can reveal how businesses exist in clusters According to the Sydney based, The ARC Centre for Excellence in This is an indicative list, and and show patterns of land use. Creative Industries Innovation Creative Industries & Innovation could be expanded with further Beyond the available datasets Centre (part of Federal has identified five broad stages surveying, to include economic generally held within Council Government initiative, Enterprise of the value chain for creative data which would reflect more which are linked to development Connect) Creative Industries products: effectively the relative impact plan zoning and land ownership, include: of the creative industry sector _ PRE-CREATION: includes this kind of precinct analysis in this precinct relative to other libraries and museums that are demonstrates another level industry sectors. “publishing, writing, a critical resource for creative of understanding of the architecture, photography, people; _Number of employees (both neighbourhood - who’s operating local & non-local residents) visual arts, television, radio, _ CREATION: primary creation in it, why it works for them and advertising, film, performing activities, such as writing and _Income/revenue how they contribute to it. arts, music, games and music composition; _Period of time in business interactive content, or a related _ REALISATION: includes (well established or start up) To make a map-based diagram industry” replication and distribution of _Relative market place (do the of the value-chain relationships creative products; businesses have their main between businesses, specifically According to CIRAC (Creative _ CONSUMPTION: includes TV income from the immediate those defined within the creative Industries Research & and stereo equipment used to area or from markets further industries sector, starts to Applications Centre), report for consume creative content; and afield?) show the precinct dynamic of QUT “Mapping Queensland’s Kent Town in relation to these _ POST-SALE: includes repair, Creative Industries: Economic businesses. maintenance, support, alterations Fundamentals”, creative and second-hand sales. industries can be defined Mapping and diagramming the according to six overall segments, In surveying local businesses data gathered through the survey and the value chain relationships in the Kent Town area, survey reveals the particular qualities these segments have with the questions were structured that support a network of external environment, “the to assist in gaining an businesses which in themselves external environment includes understanding of the value chain contribute to the character of traditional industries such as relationships between these their neighbourhood. manufacturing, business services aspects of creative industry. (construction for example)… government… universities and Diagram_1 research institutions… industry Creative Industry Segments peak bodies” (p3). (based on Queensland Creative Industries Strategy, October http://eprints.qut.edu.au/2425/ 2001 ‘The Six Creative Industries Segments’). This diagram suggests that technology is part of the “external environment”, however this segment has complex cross- over relationships with many of the creative industry segments identified both here & by Kent Town initial investigations. 6

Music

M A G I L L R O A D Publishing

Film / tv

Design

Advertising

Architecture

Creative software systems

Interactive Digital

Media

Other

10 Total Creative Industries T H E P A R A D E Categories

S Y D E N H A M R O A D

F U L L A R T O N R O A D

170 Total Creative Industries Businesses

D E Q U E T T E V I L L E T E R R A C E

MAP 1 Known creative businesses

Collectively, these maps show how the identified creative industries businesses characterise Kent Town. More than simple analysis, these maps synthesise available spatial data with the results of the survey conducted in order to understand how this focus area operates as an identified creative industries precinct.

K E N S I N G T O N R O A D Within Kent Town, 170 businesses were identified falling witihin the 10 creative industries defined for the purposes of this project.

N Publishing

M A G I L L R O A D Film / TV

Design

Advertising

Animation

Architecture

Creative Software

Sound / Lighting Effects

Other

Total Surveyed Businesses 32

T H E P A R A D E S Y D E N H A M R O A D F U L L A R T O N R O A D

D E Q U E T T E V I L L E T E R R A C E

MAP 2 32 Surveyed Businesses

An understanding of who is in the neighbourhood and how they contribute to the neighbourhood is vital is in developing stategic urban policy.

The surveyed businesses were explicitly invited to be part of the project as community members. This sample set of businesses provides an indicative ‘point in time’ snapshot of the creative industries community of Kent Town. K E N S I N G T O N R O A D

N ADELAIDE + THE INNER RIM COUNCIL AREAS Architects / Interior designers

Multimedia / TV / adverstising

KENT TOWN FOCUS AREA

MAP 3 Creative Context

Taking the businesses of Architects, Interior Designers, Multimedia and Advertising as a sample set and mapping a google search of these with in inner Adelaide, reveals the expected clustering of creative industries businesses within the focus area, as compared to the context of inner Adelaide.

A more thorough mapping of this context specificaly in relation to creative industries would reveal more clearly the relationship of this precinct to the wider community. Architects / Interior Tenant (56%) designers R O A D M A G I L L Owner occupier (44%)

Other

Business zone

Mixed use zone

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MAP 4 Tenant or Owner Occupier

To understand the contribution of businesses to the neighbourhood is to refocus an understanding of land use. Simple analysis of land use limited to those businesses or individuals who pay rates, will not necessarily demonstrate the relationships between land occupiers.

To map the pattern of land occupation in detail beyond generalised business zones would reveal the relationships K E N S I N G T O N R O A D which generate the vibrant commerical fabric of the precinct.

N 10

0-5 employees

O A D M A G I L L R 6-10

11-15

16-20

21+

Other

Start-up (<2yrs)

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MAP 5 Number of Employees

Comparing this map with map 6 (opposite) suggests that there is no direct correlation between business size and premises type. However, it does support the idea that there is within Kent Town a diversity of building stock and a range of property affordability that accommodates a diversity of business sizes within the creative industries sector, from startup to the well established.

K E N S I N G T O N R O A D

N Office

M A G I L L R O A D Studio / office

Warehouse / office

Other

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S Y D E N H A M R O A D

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MAP 6 Premises Type

Mapping premises type indicates the tendency of creative industries business to occupy a range of different building types. The rich variety of building stock within Kent Town is clearly attractive to a range of businesses.

K E N S I N G T O N R O A D

N Bike / bus / walk

Peak hour bike lane

Dedicated bike lane

Bus route

Circle line 99 bus route

MAP 7 Modes of transport

Although there is plentiful car-parking in Kent Town, the lack of public transport services fuels the need for a review of car-parking availability at peak times. It is noted that Council consultation processes have indicated that carparking issues are centred more around turnover problems rather then general availability.

It is significant that current available bus routes are orientated around the periphery of the area, with little to no link from the northern, western and southern suburbs. Moreover, bike lanes in the eastern suburbs do not have an integrated, unbroken network which disincentivises cycling and promotes further car use. M A G I L L R O A D

Local client base

State-wide client base

National client base

International client base

T H E P A R A D E S Y D E N H A M R O A D

F U L L A R T O N R O A D

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MAP 8 Economic Reach: Client Origins

Even though the limited data collected from this sample-set survey reveals that the creative industries businesses of Kent Town are connected globally.

How can policy make an informed strategy to further K E N S I N G T O N R O A D facilitate international growth while catalysing a cohesive neighbourhood that caters for local clientelle and the broader community?

N Pro AV M A G I L L R O A D

Picture hire King Street

2OC Productions

T H E P A R A D E

S Y D E N H A M R O A D

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MAP 9 Local supply relationships

Urban Cine Mapping the business relationships of 2OC Productions gives an indication as to the local businesses which facilitate their supply requirements on a regular basis.

These relationships demonstrate an interconnectedness within the creative industries community and point to the support networks that Kent Town provides.

K E N S I N G T O N R O A D

N M A G I L L R O A D

Scott Hicks / Carclew

Local photographer Kojo

Local photographer

Botanic Gardens

Greenway art gallery T H E P A R A D E

S Y D E N H A M R O A D

F U L L A R T O N R O A D

Art Gallery SA D E Q U E T T E V I L L E T E R R A C E

Local photographer MAP 10 Local photographer Local client relationships

Mapping the locations of the client base of Atkins Technocolour revealed the scale of its presence as a supplier of goods and services to Kent Town and beyond.

Atkins Technicolour Both maps 9 and 10 suggest the existence of complementary services and value chain relationships which support the precinct.

K E N S I N G T O N R O A D

N SURVEY_ Q27 changes to urban environment 31 Fullarton Rd: ‘More places to interact 16 in the evenings. It would be interesting to support this as an area of innovation and develop more BUSINESS FORUM COMMENTS DESIRED_ entrepreneurial spaces to incubate young “Need to improve pedestrian and cycling routes and linkages” creative talent’ SURVEY_ Q25 make kent town more exciting Survey responses and business forum ideas: SURVEY_ Q24 what’s missing SURVEY_ Q24 what’s missing 9 King William St: ‘More things open on the weekend, 36 The Parade West: ‘Love open space. SURVEY_ Q27 changes to urban environment 88 Rundle St: ‘Longer parking times, art spaces, what would you change about Kent Town? more creative landscape and urban spaces’ More spaces forsocialising, improve lighting’ 55 King William St: ‘Improve street lighting, more cultural events’ SURVEY_ Q26 other facilities faster internet’ BUSINESS FORUM COMMENTS SURVEY_ Q25 make kent town more exciting 13 College Rd: ‘More parking, urban art and events’ BUSINESS FORUM COMMENTS “Bring in more galleries; replicate 60 King William St: ‘Give incentives for business “Food brings people together – SURVEY_ Q26 other facilities to relocate here’ a fruit and veggie stall/market; 53 King William St: ‘Supermarket, coffee shops’ Magill road rather than the Parade” BUSINESS FORUM COMMENTS gourmet food shops and “Mix the contemporary with the historical; weekend design markets” SURVEY_ Q26 other facilities BUSINESS FORUM COMMENTS build on what SURVEY_ Q24 what’s missing 21 King William St: ‘NBN internet, longer car “Keep the balance between commercial/industrial is already here” 1 The Parade West: ‘Theres not much foot trafc, SURVEY_ Q24 what’s missing parking times’ and residential right to sustain the suburb” no young people,we havent utilised the 44 The Parade West: ‘Good street potential of kent town’ frontages and easy access. SURVEY_ Q26 other facilities Better internet access’ 107 Rundle St: ‘More services, small supermarket/deli, SURVEY_ Q24 what’s missing SURVEY_ Q24 what’s missing improve green recycling’ 57 Rundle St: ‘Better public transport, 41a Rundle St: ‘A playground for more art and quirky places’ families’

MAP 11 CURRENT_ Kent Town: A Snapshot What would you like to see change in Kent Town?

The survey included questions around what businesses would ideally like to see change in Kent Town in ways that would support creative industries.

The map draws attention to those issues which most frequently occured amongst survey results, and begins to speculate about how these desires might play out in the familiar territory of Kent Town.

How might increased public transport change the dynamic of Kent Town streets?

How would an increased commitment to public art projects affect the atmosphere of the precinct? FUTURE LIFE_ Who occupies the neighbourhood? How could this be supportive of the existing creative We imagined what a day-in-the-life of a creative industries and their local business relationships? professional might be like with some of the changes to Kent Town that local businesses suggested... SURVEY_ Q27 changes to urban environment 31 Fullarton Rd: ‘More places to interact in the evenings. It would be interesting to support this as an area of innovation and develop more BUSINESS FORUM COMMENTS entrepreneurial spaces to incubate young “Need to improve pedestrian and cycling routes and linkages” creative talent’ SURVEY_ Q25 make kent town more exciting SURVEY_ Q24 what’s missing SURVEY_ Q24 what’s missing 9 King William St: ‘More things open on the weekend, 36 The Parade West: ‘Love open space. SURVEY_ Q27 changes to urban environment 88 Rundle St: ‘Longer parking times, art spaces, more creative landscape and urban spaces’ More spaces forsocialising, improve lighting’ 55 King William St: ‘Improve street lighting, more cultural events’ SURVEY_ Q26 other facilities faster internet’ BUSINESS FORUM COMMENTS SURVEY_ Q25 make kent town more exciting 13 College Rd: ‘More parking, urban art and events’ BUSINESS FORUM COMMENTS “Bring in more galleries; replicate 60 King William St: ‘Give incentives for business “Food brings people together – SURVEY_ Q26 other facilities to relocate here’ a fruit and veggie stall/market; 53 King William St: ‘Supermarket, coffee shops’ Magill road rather than the Parade” BUSINESS FORUM COMMENTS gourmet food shops and “Mix the contemporary with the historical; weekend design markets” SURVEY_ Q26 other facilities BUSINESS FORUM COMMENTS build on what SURVEY_ Q24 what’s missing 21 King William St: ‘NBN internet, longer car “Keep the balance between commercial/industrial is already here” 1 The Parade West: ‘Theres not much foot trafc, SURVEY_ Q24 what’s missing parking times’ and residential right to sustain the suburb” no young people,we havent utilised the 44 The Parade West: ‘Good street potential of kent town’ frontages and easy access. SURVEY_ Q26 other facilities Better internet access’ 107 Rundle St: ‘More services, small supermarket/deli, SURVEY_ Q24 what’s missing SURVEY_ Q24 what’s missing improve green recycling’ 57 Rundle St: ‘Better public transport, 41a Rundle St: ‘A playground for more art and quirky places’ families’ 5000+ an Integrated Design Strategy for inner Adelaide is supported by the Department of Regional Australia and is a joint initiative of the South Australian Government and the Adelaide City Council, in association with the seven councils adjoining Adelaide.