Fitzroy Street Place Plan 2019-20 2 FITZROY STREET PLACE PLAN FITZROY STREET PLACE PLAN 3 MESSAGE FROM THE REFERENCE GROUP We respectfully acknowledge the Yaluk-ut Weelam clan of the Boon Wurrung. We pay our respect to their Elders, both past and present. We acknowledge and uphold their continuing relationship to this land on which we rely. We recognise the intrinsic connection of Traditional Owners to Country and acknowledge their contribution in Contents the management of land, water and resources. This document is a Place Plan, reflecting the discussions, Message from the Reference Group ........................3 ideas and aspirations of the Fitzroy Street community. Introduction ..............................................................4 It has been prepared over the last 12 months in discussion Why a place plan? ....................................................8 with all members of our community who have a deep understanding of this place, the residents, businesses, Our aspirations .......................................................10 property owners, welfare organisations and our school • Key outcomes ..................................................14 community. Priorities for 2019 to 2020 ......................................15 We are so excited for our community to continue collaborating with us and can't wait to see these projects and initiatives in the Community ideas ...................................................18 Place Plan come to life, for the benefit of our entire community • Fitzroy Street Boulevard to the Bay ..................19 and our beloved Fitzroy Street. • Beach end ........................................................22 Fitzroy Street Reference Group • Culture and pride .............................................26 • Park end ..........................................................30 Measuring change ..................................................34 Reference group .....................................................39 How did we get here? ............................................40 What's next? ...........................................................46 Image by Jimmy Logan, Sway Digital Agency 4 FITZROY STREET PLACE PLAN INTRODUCTION FITZROY STREET PLACE PLAN 5 INTRODUCTION This is a place with visible The city of Port Phillip has an established social, cultural and economic heritage, layers of history, character with a proud tradition of supporting the arts, culture, tourism, events and visitation to our renowned destinations. and a lively past, to which our community has Our cultural life is highly regarded, In the nineteenth century the Fitzroy Street continues to evolve, and together with our strong history formalisation of the track as a major most recently welcoming investments a passionate attachment. of diversity and inclusion, is an road provided access from Melbourne at some of our iconic venues. essential part of our City. Our City is to the then developing seaside The much-anticipated completion a connected series of local, unique resort town. This was when many of of the Victorian Pride Centre will places; some globally famous, the characteristics now cherished by provide a home for Victoria’s LGBTIQ some nationally iconic, some local visitors and locals were established, community in the heart of our Street. and anonymous. These places play including the broad formal boulevard, These investments will be integral a crucial role in our community’s wide footpaths, avenue planting, to Fitzroy Street's future, playing an prosperity and quality of life. tram line and buildings such as the important role in its revival, and more George, Prince of Wales and the broadly contributing to St Kilda’s Port Phillip is a highly sought after Gatwick that historically provided liveability and attraction. location to live, and St Kilda is the sixth accommodation and entertainment. most visited place in Victoria, with over This is a place with visible layers of 1.9 million visitors per year*. Today, locals and visitors come to history, character and a lively past, the area to watch the sunset from the to which our community has a A destination within its own right, Esplanade Hotel or to catch a gig at passionate attachment. Fitzroy Street, St Kilda has historically The Prince or one of the many smaller provided a great connection. For many bars and music venues. They meet thousands of years this track provided up at many of the restaurants and * a link for the Aboriginal People of the cafés prior to school pick up, before https://www.business.vic.gov.au/__data/assets/ Kulin Nation between the foreshore experiencing the expanse of Albert pdf_file/0009/1865160/Melbournes_Top_ and the hunting grounds of the Attractions_year_ending_June_2019.pdf Park and watching world class cricket swamps and lagoons in the area now at Junction Oval. home to Albert Park Lake. 6 FITZROY STREET PLACE PLAN WHAT IS PLACEMAKING? FITZROY STREET PLACE PLAN 7 WHAT IS PLACEMAKING? THE PLACEMAKING PROCESS The placemaking approach for Fitzroy Street is based on the premise that those who use the Street have the deepest understanding of this place and should take a lead in shaping its future. Year 1 YearYear 2 2 Year 3 Council has been led over the last The process seeks to answer three Through our placemaking efforts we Place governance 12 months by listening and working questions: seek to increase the place capital of the Step 1: Step 2: Step 3: Step 1: Step 2: Step 1: Step 2: Step 3: with residents, business owners, traders Street. Place capital includes several Placemaking within Fitzroy Street is • What has been the identity, history Form a Place Gather and Agree future Identify co-contribution Implement Place Plan Continue to Adjust Place Formal and associations, to articulate our elements: provided with a governance framework and importance/value of the place in Leadership share vision and plan opportunities with focus on Lighter- gather and Plan as evaluation and shared vision and needs for Fitzroy that enables the Reference Group and the past? • social (e.g. community leadership, Group data and Agreed place Quicker-Cheaper share data and required next steps Street’s future. Council the opportunity to experiment participation, volunteering, inclusion • Build place knowledge vision knowledge using action Future place • What is the current identity and value in the Street, by testing ideas and When communities feel a sense of and wellbeing) leadership Current place learning book of the place to different place users? initiatives prior to making permanent Activities include: ownership of a public place it is more • Place audit book approach • cultural (e.g. street life activation, changes. • Test with temporary public infrastructure Did we succeed? likely to function better, be safer and • What is the desired future identity • Place data innovation, creative and artistic more activated. It is in everyone’s of the place that meets the needs of Ideas identified through place planning • Facilitate public sector investment expression, as well as attachment to, • Share local Activities include: interests to understand how our places most place users and how can place forums and the Reference Group will knowledge • Test deregulation through pilots and significance of the place) • Plan for permanent public are used and to partner with the users work together to create or dovetail with Council’s longer-term • Define current • Facilitate local place leadership infrastucture community and other stakeholders in curate this desired identity? • economic (e.g. entrepreneurship, planning for Fitzroy Street through place identity planning, using and caring for our business growth and sustainability the St Kilda Structure Plan that will • Private sector investment Most great places share four key public places. and affordability) commence in 2020. This will provide • Permanent deregulation attributes: an integrated vision for the physical Placemaking is an action learning • physical (e.g. accessibility, • Model and resources for Local • They are accessible and well environments of Fitzroy Street, which will process that enables all parts of the connectivity, safety, comfort, Place management connected to other important places consider accessibility and movement, community and Council to work attractiveness) in the area. future built form and the Street together to create great places. • environmental elements environment. • They are comfortable and project (e.g. environmental sustainability, a good image. awareness and participation) • They attract people to participate The Fitzroy Street Reference Group has in activities there. identified several indicators it will use to • They are sociable environments in assess changes to place capital over the which people want to gather and life of this program. These are outlined visit again and again. on page 37. 8 FITZROY STREET PLACE PLAN WHY A PLACE PLAN? FITZROY STREET PLACE PLAN 9 WHY A PLACE PLAN? The Fitzroy Street Place Plan will provide a blueprint for our community to co-create a thriving environment. This Plan sets out directions and ideas for actions that may be delivered over the next two years through our collective placemaking efforts. PLACEMAKING HUMAN SERVICES • Activations • Outreach Throughout 2019, Council worked with The Street’s decline in economic The poor economic health of this Critical in addressing key needs will • Business attraction • Housing the community to collectively generate activity is apparent through ongoing Street is also reflected