Page 72 of 108 Attachment 7 Agenda Item 5.3 Docklands and Major Projects Committee 3 October 2006 Redevelopment proposal submitted by the AFL and Carlton Football Club Carlton Football Club Princes Park Redevelopment Proposal Page 73of108 Prepared for the City of Melbourne 6th September 2006 Stratcorp Consulting Pty Ltd Management, Leisure & Recreation Consultants Melbourne Office - Suite 3, 81 Beach Road, Sandringham Vic 3191 Phone: 03 9521 6033 Fax: 03 9521 6533 www.stratcorp.com.au Executive Summary • The Princes Park proposal was one of 7 projects submitted to the AFL for funding consideration • The AFL ($3.45M), Carlton Football Club ($2M), the State Government ($5M) and the Australian Fencing Federation ($.25M) have committed to investing into the redevelopment. A total of $10.7M has been committed by these groups to Princes Park • The new facilities in the Princes Park redevelopment include: 25 metre pool, spa, plunge-pool, 300 sqm gymnasium, 200 sqm community fitness area, 100 sqm function room, lecture room, program/office area, ground floor café, consulting rooms, State Fencing Centre and subject to PPP a child care facility • The significant majority of these facilities will be accessible to community groups and local businesses • The vision for community and elite use of the redevelopment is consistent with best practice at UK soccer clubs • The proposal offers significant community benefits to residents, community groups, businesses and schools and has Page 74of108 significant support from these groups including, Carlton Cricket and Football Social Clubs, Carlton Cricket Club, Melbourne University, Princes Hill Secondary College, Princes Hill Primary School and Royal Melbourne Hospital • The completed project will provide Carlton Football Club with a venue to deliver additional community programs and activities. Past examples include: Family days and clinics, Relay for Life, the Long Walk, special functions, Make a Wish Foundation and the Peter Mac Cup • The Carlton Football Club proposal for the redevelopment of the Princes Park facility has been prepared in consultation with Council staff. The redevelopment supports many Council Policies, Strategies and Plans such as the City Plan, Partnership Funding Principles for New Sports Facilities in Parkland, Towards 2006 – Sports Policy (2002 – 2005), National and International Sports Marketing Policy 2003 – 2008, Princes Park 10 Year Master Plan, 2002 Recreation and Leisure Strategy • The project will produce a significant enhancement to the central part of Princes Park and includes the demolition of surplus facilities and the opening up of the venue to the surrounding parklands • The proposal builds upon the community benefits already gained (e.g. less car parking and reduced residential amenity impacts) that have resulted from the Carlton Football Club’s decision to move games away from MC Labour Park • As part of discussions with Council over the past 6 months, the Carlton Football Club has sought a contribution to the proposed redevelopment of $2.0M from the City of Melbourne. With the funding support of the City of Melbourne, the exciting redevelopment project and the associated community benefits will come to fruition within 2-3 years The Victorian AFL Club Facilities Funding Program • Was established in mid 2005 as a result of AFL clubs approaching: the AFL, Councils and State Government in relation to facilities redevelopment in an unplanned and random manner • The Funding Program was aimed at: – Developing a co-ordinate approach to former AFL/VFL venue redevelopment – Ensuring that Clubs were not being “over the top” with their proposed redevelopments – Opening up suburban stadiums for community sports, recreation, culture and leisure activities – Maximising community usage of historically “elite sports venues” Page 75of108 – Creating community legacy from future facility redevelopments – Identifying the capital costs associated with redevelopments and how the costs could be shared between all of the key stakeholders (AFL, State Government, Local Government and Clubs) – Increasing the interaction between AFL clubs and the local community, hence maximising the social benefits that flow from such activities – Avoiding similar “future use” issues to those experienced at Victoria Park • The Funding Program was co-ordinated by the AFL • The Princes Park proposal was one of 7 projects submitted for consideration The Process July 05 July – Nov 05 Nov 05 Nov 05 – Feb 06 Mar - June 06 AFL Assesses AFL, State Applications to Applications to Submissions and Clubs Develop Government and Funding Program Funding Program Makes Proposals Clubs Negotiate Invited Close Recommendation Funding to SG Letter of “in Council Provides Page 76of108 Development Principle” Support “In Principle Funding from State of Concept Provided on behalf of Support” at Dec 05 Government and Plans Council Meeting AFL Finalised AFL Assesses Consultation Submissions Moving Forward with Council against Staff Program Aims Formalise Council Support, Finalise Funding, Review of Stakeholder & Community Community Consultation Needs and Project Delivery Overview of Consultation To-Date Carlton FC / Princes Park Project • Met with Council officers on numerous occasions over the past 3 years with respect to the proposed redevelopment • Met on several occasions with the Lord Mayor and former and current Councillors over the past 3 years • Actively consulted with previous Council regarding the relocation of AFL games from Princes Park and subsequent redevelopment of facilities. Previous Council understood that if games were relocated that the redevelopment of facilities would be supported by Council • Developed the submission and concept plans in consultation with Council officers. These plans were provided to Council as part of its detailed proposal and Feasibility Study Report in November 2005 Page 77of108 • Consulted with community groups such as Parkville Residents Association, local schools, universities and hospitals • Presented to June 2006 meeting of City of Melbourne Finance Committee • Met with the CEO and Council Officers on several occasions since June 2006 International Best Practice Background • The proposed redevelopment at Princes Park has drawn upon international best practice examples in order to maximise community benefits • In the UK, for example, an organisation named the Federation of Stadium Communities supports Football Clubs and in excess of 220 community groups in maximising Community Benefit associated with Stadia and elite teams • Participating Clubs include: Aston Villa, Birmingham City, Coventry City, Stoke City and West Bromwich Albion Page 78of108 Key Themes for Stadium Communities include: • Partnership working • Community engagement • Social Inclusion/Community Cohesion • Social Capital/Capacity building • Learning/skills/training • Health • Environmental impact International Best Practice Target Beneficiaries • ‘Hard to reach’ groups and individuals (in particular young and mid –life males) who are attracted to watch sport but are less likely to attend ‘traditional’ venues for health advice and learning opportunities. Working in collaboration with a range of agencies, including Learning Partnerships, School Sports Partnerships and local Voluntary and Community sector agencies, new as well as successful techniques from other areas will result in changes to attitudes and participation • Local population groups, as identified by focus groups that are excluded from traditional venues or for whom traditional sporting/educational venues do not meet their needs. These are likely to be young women, special needs groups and older people Page 79of108 Key Outcomes • Development of stadiums into centres providing integrated cultural, sporting, health and educational services • Increased participation and uptake of services, in particular from ‘hard to reach’ groups that are attracted by the unique power of sport • Creation of an understanding and responsive environment that can attract sustainable and mutually beneficial income streams • On-going involvement of local people in decision making in relation to community opportunities presented by stadiums, ensuring mutual benefit, building of community capacity and a process for making a lasting difference to the areas social economic and environmental wellbeing “Significant social benefit is derived from local communities, elite clubs, local authorities and other agencies developing a shared vision for the community use of major sports stadiums” The Vision – Princes Park Page 80of108 Proposed Master Plan (A complete set of Concept Plans are Attached in Attachment 1) Page 81of108 The Transformation Page 82of108 The Transformation Page 83of108 The Transformation Page 84of108 AFL Club and Community Interaction Model Improved access to community facilities (e.g. meeting spaces, Improved access to program rooms) needed community Increased access to Page 85of108 services (e.g. sports playing surfaces for medicine, child care, community events and physical activity, programs wellness) Improved Community Wellbeing and Increased delivery of Development elite Support for AFL “targeted” community sports training facilities development programs that can be utilised by Clubs utilising redeveloped the general public Club facilities Increased usage of Improved access to club facilities by aquatic fitness, nearby schools for education and schools sport and rehabilitation facilities physical education Community Usage Vision • A key aim of the redevelopment